marketing planning & strategy2
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Assignment Case Study 1Present a case study on the company shown for the group. The
case study should not exceed 10 slides. Evaluate each case onthe following:
Mission and Vision statements
Values of the company
Present organisations position
Core competencies
Corporate objectives
Distinctive capabilities
Growth vector
Competitive advantages and synergy
Understanding of customer value
Effective differentiation
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Assignment Case Study 1Section A
Group 1 Hindalco
Group 2 Jet Airways
Group 3 NTPC
Group 4 ONGC
Group 5 Ranbaxy Laboratories
Group 6 Suzlon Energy
Group 7 Tata Power
Group 8 Videocon Industries
Group 9 Yes Bank
Group 10 Zee Enterprises
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The need for a
new perspectivein understanding
Marketing
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New perspective in understanding Marketing
We have understood Marketing through thecustomer cum 4P framework, holding customer
satisfaction as the theme of marketing and the 4P
as its toolkit. But what is that the firm provides to
the customer that brings about the satisfaction?
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Marketing under attack
Fails to deliver targeted top and bottom lines
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Case Hindustan UnileverHindustan Unilever absorbed higher raw material expenses to
sustain volume growth in the quarter ended December, 2010.
At 11.6%, the growth in its net sales was lower than the 13%
rise in volumes on a year-on-year basis. Advertising spends
were up by 17% but the operating margins slid from 13% to
8% for soaps and detergents business which accounts for
43% of total net sales.
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Marketing under attack F
ails to help the firm avoid price wars
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Marketing under attack F
ails to achieve effective differentiation
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Marketing under attack Fails to graduate from Tactical to Strategic
Marketing
It is expected that the marketing team shouldbe strong in strategic marketing whichtraverses beyond advertising, promotion andpricing and understands and exploits thepower of radical value innovation and valuedelivery.
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Case - NokiaNokia is the largest seller of mobile phones in India.
When local player after local player was launching
cheap handsets and dual-SIM phones, Nokia
scoffed at them and their price strategy. Now two
years later, it is doing the same thing with a sense
of urgency. In the second quarter of 2010, Nokiasmarket share dropped to 36% from 54%.
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Marketing under attack Fails to retain customers
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Marketing under attack
Why should everyone payforadvertising?
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Case - MotorolaMotorola stumbled badly in the Indian cell phone
market. The company tried to sell outdated models
assuming that India is a backward market. Nokia on
the other hand, launched state-of-the-art products
for the Indian customers.
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Marketing under attack F
ails to protect customers againstvalue-eroding outsourcing
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Marketing under attack F
ails to grasp that abundance ofchoice does not help
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Where did Marketing gowrong?How is it possible when the marketing has beenstressing customer orientation/customer
satisfaction?
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What is value?W
hat is meant by value in the marketing context?What are the various facets of value?
Wherefrom and how does the value arise?
How can the firm approach the value delivery job?
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What is value?The utility plus several things he looks for, togetherconstitute benefits, also called bundle of
benefits. This bundle of benefits is the carrier of
value to him.
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The conceptofcustomer valueThe customer reckons only some of those benefitsthat really matter to him. This is what is called
customer value. Not all the benefits shown by the
firm but the benefits that really contribute to
customer value.
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Customer value, customer cost and customer satisfactionThe total weightage/credits, the customer assigns to a given
product offer, indicates the Total Customer Value.
The cost includes the price of the product plus the other
elements, called the Total Customer Cost.
The buyer derives satisfaction when the value
exceeds the cost. The larger the value-cost gap, the
greater is the satisfaction.
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Case General MotorsThe present plight of GM serves as a powerful
illustration of the travails a business firm has to go
through, once it failed to give the due importance to
value delivery.
Why should the icon of American industrial
supremacy land in this plight? What would havebeen better had GM resorted to value-focused
marketing?
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