Summer Internship on Marketing

Management

My internship consisted of four modules:

Module 1

Module 2

Module 3

Module 4

Module 1

How to master in powerpoint presentation?

Guidelines for creating a good powerpoint presentation

By- Jesse Desjardins

1

Your slides must not contain too much information

Don’t use irrelevant visuals and bad fonts

2

Use a good colour scheme

3

Use stunning visuals

4

Give enough time in preparing your presentation

5

Summarize your presentation in the end

6

Guidelines for creating a good powerpoint presentation

By- Garr Reynolds

Know your audience as well as possible

1

Give solid content in your slides

2

Keep things simple

3

Have a sound, clear structure

4

Follow the art of storytelling

5

Module 2

Marketing Management: A South Asian Perspective by Philip Kotler

Part 1

Understanding Marketing Management

Chapter 1

Defining Marketing for the 21st century

Chapter 2

Developing Marketing Strategies and Plans

Part 2

Assessing Market Opportunities and Customer Value

Chapter 3

Scanning the Marketing Environment, Forecasting Demand, and Conducting Market Research

Chapter 4

Creating Customer Value and Customer Relationships

Chapter 5

Analyzing Consumer Markets

Chapter 6

Analyzing Business Markets

Part 3

Choosing Value

Chapter 7

Identifying Market Segments and Targets

Chapter 8

Competitive Dynamics

Chapter 9

Crafting the Brand Positioning

Chapter 10

Creating Brand Equity

Part 4

Designing Value

Chapter 11

Setting Product Strategy

Chapter 12

Designing and Managing Services

Chapter 13

Developing Pricing Strategies and Programs

Part 5

Delivering Value

Chapter 14

Designing and Managing Integrated Marketing Management Services

Chapter 15

Managing Retailing, Wholesaling, and Logistics

Part 6

Communicating Value

Chapter 16

Designing and Managing Integrated Marketing Communications

Chapter 17

Managing Mass Communication

Chapter 18

Managing Personal Communications

Part 7

Sustaining Growth and Value

Chapter 19

Introducing New Market Offerings

Chapter 20

Tapping into Global Markets

Chapter 21

Managing a Holistic Marketing Organization for the Long Run

Module 3

Analysing HBR cases

We analysed following three Harvard Business cases:

1) The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues

2) Mountain Man Brewing Co.: Bringing the Brand to Light

3) Gino SA: Distribution Channel Management

Gino Sa(Gino):Distribution Channel Management

Harvard Case Study Analysis

Let’s consider this case

Who are the characters?

David ZhouChina Marketing Manager of Gino SA

Jean-Michel PierreAsia Pacific Area Manager of Gino SA

Henry GongGeneral Manager of Jinghua (a distributor of Gino SA)

Situation Analysis

Feima, an OEM, is asking Gino directly supply boilers at 10% more discount than what is being provided by the distributor.

Jinghua is warning Gino SA of directly engaging with Feima.

Gino SA, a leading burner manufacturer and exporter in the world, is expanding its business in China.

Objectives of this case:

Devise a strategy to do business with Feima.Solve the problems faced by Distributors.Evaluate a plan to expand Gino’s market in China.

Three issues.

Arriving at one solution for doing business with Feima.Maintaining good relations with distributors.Considering the option of a warehouse.

Arriving at one solution for doing business with Feima.

Feima, a leading boiler factory in Northern China makes a proposal

Feima’s boiler production in 1999(in number of sets)

In 1999, Feima purchased 350 sets of domestic burners, 50 sets of commercial burner and 3 sets of industrial burner from Jinghua at 25 % discount.

Now it wants to directly purchase the products from Gino SA and asks for 35% discount.

In return, it promised to purchase at least 50 % of its commercial and industrial burners and all of its domestic burners from Gino.

Proposal

So whats the problem?

But the distributor Jinghua says that Gino should not develop its existing

customers as OEM accounts.

Insights from the data available with David Zhou

Analysis of data when Jinghua was doing business with Feima

Analysis of data if Gino directly supplies products to Feima

So, with this deal Gino is going to get a lot:

Company will reach towards its goal of developing two OEM accounts.

Developing OEM business was one way to combat the increasing power of the distributors.

It was a very good opportunity to break into Weishaupt’s customers.

Jinghua was not likely to increase its sales to Feima under the current status quo, but because of the deal company’s profit rose.

Success with Feima would make it easier for Gino to develop OEM business in other distributors’ territories.

So, with this deal Gino is going to get a lot:

Now, how to convince Jhingau?

Show them the distribution contract where it is written that the principal can develop OEM business in distributors’ categories.

Tell them the need to enter industrial burner market.

It was not possible for Jinghua to increase sales with Feima on its own.

Hope that the distributor will be convinced…

If not, then what?

Give them other lucrative offers to remain in association with Gino.

Maintaining good relations with distributors.

Evaluation of Distributors’ profits at current prices

Solution to the problem

It is better to raise the profit margins of distributors before they lose

confidence with Gino SA.

The contract price is increased by 5% to help the distributors in running service

appointments and marketing

So now the distributors are getting more profits and will be satisfied.

If Jinghua was not satisfied at company’s first step, now he’ll be

satisfied.

Considering the option of a warehouse.

The company has following goals to meet in next three years:

Achieve annual combined sales volume of 15000 units.

Achieve annual sales of industrial burners of over 200 units.

Improve service and spare supply.

Develop a minimum of two OEM accounts and two end user key accounts within two years.

Maintain a supply of industrial burners as the distributors are finding it hard to keep their stocks.

The company has following goals to meet in next three years:

Keeping all things in mind, it is essential for the company to open

a warehouse.

Warehouse expenses

Cost

Setup cost $200,000

Operation $360,000

Capacity $5,000,000

Total Cost $5,560,000

With the establishment of warehouse, following problems will be solved:The company can now maintain a good

stock of industrial boilers, so that the loss like 50 boiler deals would not happen in future.

The company will move a step towards its annual goal.

Having all the issues solved, company can move towards a bright future.

Module 4

What Marketers Misunderstand About Online Reviews(HBR article)

Asustek, a contract manufacturing firm, decided to sell laptops under its own brand name Asus and in a few years, Asus became the world’s fifth

best selling brand of PC.

This happened because of User generated

reviews and people’s tendency to consult social

media friends about purchases.

In this changing scenario, many companies need to dramatically shift their marketing strategies

with the help of these two tools: the influence

mix and the O continuum.

Influence Mix

Customers are affected by a combination of three things:1) Their prior preferences, beliefs and

experiences(P),2) Information from marketers(M),3) Input from other people and information

services(O)

O continuum

It is a scale showing the dependency of purchase decisions on O(others’ opinions).

Once firms understand where a product falls on the O continuum,

they can consider strategic implications in following four

realms:

Competitive positioning

Communication

Market Research

Market Segmentation

No going back

Some marketers believe that consumer reliance on O will decline as more shoppers become wary of deceptive reviews. But it is not going to happen. Consumers are developing a better sense of which sites they can trust and will never return to relying on traditional M.

Summary•Module 1 How to master in powerpoint presentation?•Module 2 Marketing Management: A South Asian

Perspective by Philip Kotler•Module 3 Analysing HBR cases•Module 4 What Marketers Misunderstand About Online

Reviews(HBR article)