Internship under IIM Professor

SAMEER MATHUR, Marketing Professor, IIM Lucknow; Ph.D. (Carnegie Mellon University) , MS (University of Illionois at Urbana Champaign); BTech (IIT Roorkee)

-Sitanshu Gandhi-SIT Pune

Presentation Skills

Marketing Insights

Harvard Case Reviews

Harvard Article

Module 1

• The Presentation Secrets

Most of the presentations are boring

• It’s the speaker who needs to use the Powerpoint wisely.

Don’t overload your slide with information

Have enough visuals.

• Don’t look back towards screen while presenting

Storytelling

Start with pen and paper and note down yourpoints.

Rehearse as many times possible.

3 Key points of Garr Reynolds

Focus on important stuff

Beauty is Simplicity

Minimal

Effortless Clear

Be Passionate

Don’t bore the audience Gore them

Module-2

Understanding Marketing Management

Defining Marketing for 21st

CenturyDeveloping Marketing Strategies and Plans

2. Assessing Market Opportunities and

Customer Values

Scanning the Marketing Environment, Forecasting Demand

and Conducting Marketing Research

Creating Customer value and customer Relationships

Analyzing Consumer Markets

Analyzing Business Markets

3. Choosing Value

Competitive Dynamics

Crafting the Brand Positioning

Creating Brand Equity

4. Designing Value

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

5. Delivering values

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Channels

6. Communicating Value

•Designing and Managing Integrated Marketing Communications

•Managing Mass Communications

•Managing Personal Communications

7. Sustaining Growth and Value

Tapping Into Global

Market

Introducing New Market

Offerings

Managing a holistic

marketing organization for

the long run

HBR Article Application in INDIAN Market

Factors in Indian Market

• Social factors• Economic Factors• Political Factors

Social Factors

• Religion and Linguistic Barriers• Difference in Income Level• Literacy rate• Low Education

Economic factors

• Unemployment rate• Domination of Rural population over Urban

population• Basic needs overrules luxurious life

Specialty of Indian Market

• Large Youth Population• Increase in the Internet and Smartphone users

in the previous decade• Increase in the middle income group• Flexible Government Policy

Micromax

• Micromax in 2008, entered mobile handset business and by 2010 became the largest Indian domestic mobile handsets company.

• Through its emphasis on adapting to the changing market dynamics, introducing feature-rich phones and smartphone’s that are innovative and unique, Micromax has today become a brand to reckon with.

Innovation

First Long Battery Life Phone with 30 days battery backupo X1i Marathon Battery phone with 30 days standby time & 17 days Talk time

First Dual SIM Dual mode active Phone (GSM+CDMA)o Micromax GC700 is the first GSM + CDMA Mobile phone

• First Gaming Deviceo G4 Gamolution phone with motion sensor gaming like Wi-fi

• First Women’s Line of Devices : o Q55 Bling phone- First women’s phone

• First Superphone with Gesture Control Created a new category called ‘Superfone’ with Gesture Control,

powered with 1GHz dual core NVIDIA Tegra 2 Processor.

Marketing Strategy by Micromax

1. Newer, cheaper and better productsOne of the earliest phones Micromax introduced was X1i thatpromised 30 days battery backup. After this it introduced thefirst dual-sim dual standby phone, the X600 Gravity.

2. Leave no segmentIn a market where there were almost no gadgets aimed at ladies,the company took the courage to introduce a phone aimed atladies only.

4. Brand buildingIn 2012 it went for an International look. It started with TVCsthat featured out-of-India landscapes and users. By the end ofthe year it signed Hugh Jackman as its brand Ambassador forCanvas phones. 5. Grabbing the MarketWith Samsung as the only company selling 5-inch Galaxy S3 (4.8inch) and a bigger Note (5.3-inch) in India at premium prices,Micromax zeroed-in on the 5-inch segment.

8. CustomizationThe Company have realized that in the next year there will be cheaper

phonesthat will move from 4-core processors to 8-core powerhouses. It is the firstdomestic company that was rumored to launch an octa-core phone in themarket next year.

Recent Achievements

• Micromax is planning to launch an IPO of 2.15 crore shares to raise around Rs 2270 million.

• Micromax, according to IDC, has a 4.1 percent market share in India and is now valued at over $1 billion. M Financial, Citigroup, Edelweiss and Nomura are the book running lead managers to the issue.

Competitors in Indian Market

• Samsung is the biggest challenger to Micromax with nearly 22 percent market share. (the company had 19 percent market share in Q1)

• Micromax also shipped 2 million devices this quarter and its Canvas range has done well to boost the company’s volume share.

Result

Module 4(HBR Case Study)

• What are Brands Good For

Why are Brands Important?

• Brands help in ‘aggregating’ consumers. They reach large people with a promise to deliver clearly stated benefit.

Promises that attract the customer, reduce the perceived risks..

Tide washes whiter Volvo is safety

Disaggregation

Sharpening the role of brand

Opportunities

Organize the marketing in a way that challenges centrality of brands

Threats

Facts on Disaggregation

1) Consumer relationship is to shift from product brand towards trusted and credible brand.

2) Tactical activities such as competitive reactions, product trial coupons and selective promotions are implemented.

• Information Revolution helps task to be performed better, less expensively and more profitable.

Customer Relationship

• Individual product brands focus on communicating and delivering their specific benefits and value proposition.

Food & Family

• Kraft foods introduced a quarterly magazine called Food & Family.

• Centerpiece to build consumer relations.

Channel Relationship

• In recent times, most dramatic change is the rise of retailers.

• Companies have started implementing, relationship based approach to marketing

• Brands cannot afford to be delisted from any of the major retailers that now control the access of the consumers.

Channel Relationship

• Loyalty card introduced by TESCO LLC, UK proved to be a ‘gamechanger’ for the firm. It’s retailers who delivers the solution, not the branded goods manufactures.

Brand Management Organization

• In 1931, P&G pioneered an organizational innovation, brand manager, as a means of focusing the firm’s resources on key market opportunities.

Brand Management Organization

Brand Management Organization

A Big Thank You to Prof. Sameer Mathur

for guiding us at every step in every possible way and making this internship a

wonderful learning experience.

Disclaimer:

Prepared by: Sitanshu Gandhi, SIT Pune.

During an Internship by Prof. Mathur, IIM

Lucknow.www.IIMInternship.com