marketing planning & strategy2

8/7/2019 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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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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ails to protect customers againstvalue-eroding outsourcing


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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?

marketing planning & strategy2

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