10 Truism Tenets ! You Just Cant Ignore

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MARKETING ASSIGNMENT

10 TRUISM TENETS! YOU JUSTCANT IGNORE

4 Ps(3 December 16 December)Submitted to :Prof. B.K.Kumar

Submitted by:Devrishi Chandra (FPB1012/023)

Rashmi Patel ( FPB1012/064)SECTION A

TRIMESTER - 2


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INTRODUCTIONEarlier it was assumed that the License Raj in

India existed not to protect Indian consumersfrom foreign companies but rather to protectforeign companies from Indian consumer. Many MNC came to India but they couldnt survived,

because they couldnt understood what drivesIndian consumer to buy. Here 4Ps provides you10 tenets which cant be ignored in order tomarket products in India.

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LESSON - 1 ADVERTISING

It is one of the most essential element inmarketing as it helps in getting the productrecognized in consumer market and

distinguishes it from competitors.

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CASEDue to absence of advertisement, the

Ambassador of Hindustan Motors has lost itsposition.Maruti was the company which captured themarket at that time.

After Maruti became a success, HindustanMotors could still made a comeback by choosingthe right mediums of advertising and creating aniche for themselves.

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LESSON - 2ITS THE PRODUCT

Aligning the right product for the right set andsubset of consumers is the foremost element to

be considered to get your entry strategy right in

the market.

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CASEIntroduction of CIELO in the luxury segment of

the Indian car market. The company had hopedthat for a comfort-starved Indian middle-class,the Cielo would become the new bench mark forseden-aspirants. But the product failed because

the company had not conducted any marketsurvey before launching the product.

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LESSON - 3EMOTIONAL MARKETING

W hen it comes to Indian consumers - The 100%success mantra for the Indian market is toinfluence their heart to use their mind.

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CASEBy using jingles like kuch meetha ho jaye,

shubh aarambh, the real taste of life, khane walon ko khane ka bahana chahiye Cadbury has firmly cemented its position as number 1,

with a market share of over 70%, and purely

because of its emotional connect.

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LESSON - 4DISTRIBUTION LOGISTICS

As product and advertising are important inmarketing in same way distribution plays a vitalrole.

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CASEHUL launched about 80000 stores this year,

which gave 30% impetus. HUL initiated projectShakti aimed at identifying underprivileged women in village and trained them to becomeHULs distributors.

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LESSON - 5GET A MASCOT; AND TAMPER WITH IT

REGULARLY

G etting mascot keeps the product remembered by the people even if they change their

ambassador, identity, etc. But sometimes themascots need to be updated or changed.

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CASEEarlier Onida was having a Devil as its mascot

which gave an identity to it. But now it is notusing it anymore because with mascot theirgrowth rate was 5% but after dropping it thegrowth rate has grown by 30%.

Asian Paints also had a popular mascot named G attu(the boy with a dripping paint brush) Vodafone using zoozoos as its mascot

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LESSON -6

SOCIAL MARKETING

Social marketing is a great brand building tactic. A social message is a great message to built atrustable brand, and gives an edge over normal

commercials but the company should not gooverboard.

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CASE

Ideas cellular market was 8%. It started social

marketing by promoting Save Paper Save tree. W ithin few months after the launch it grew to12%Tata tea also promoted Jaago re in order to

promote the youth to come for voting.

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LESSON -7DISCOUNT PRICING

Discount pricing is the most important tool tofight competition on Indian soil. It provides theinitial push to the company in new markets.

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CASE

Amazon and E bay are not in the top ten most

preferred sites in India, unlike social networkingor music sites. But in western countries these areamong top 5 preferred sites.

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LESSON -9CULTURAL SENSITIVITY

Culture creates a huge impact in marketing aproduct or deciding product portfolio but itshould be done with cautious.

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CASE

The most revolutionary cultural change has been

the fairness cream Emami Fair andHandsome. It got the first mover advantage andthereby building a strong market share, eventoday.

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LESSON -10MIND THE BUREAUCRACY

The market in India are politically dominated.Its difficult to survive without political support.Those who have tried have lost their market.

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CASE

Reliance Fresh failed in many states because

few political parties were against its businessstructure was ignoring the importance of middlemen. Few leaders like Mayawati made fullattempts to make sure of its failure

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10 Truism Tenets ! You Just Cant Ignore

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