IBS - MMII

Session 5-6Harish Keswani

Concepts in Session 1-4

• Brief of Topics to be covered • MARKETING PLAN• M– Marketing Process/ Managing Marketing effort• Strategic Planning process• Company VMV, Objectives and Goals• Corporate SWOT• Business Portfolio (Products./ Services)• Marketing role in strategic planning process

Concepts in Session 1-4

• A – Analysis– Need analysis– Market (demographics) analysis– Competition Analysis

• R- Research– Market Research• Types and scope of MR

Concepts in Session 1-4

• K- Knowledge Management– Importance of Customer Databases– Database marketing– Data Mining for Analysis

• E – Ethics, Easy, Enablement– Enable sales teams.– Use of CRM tools– Interface of marketing with HR/Fin/Operations/Tech for

product/service launch and support– Marketing with ‘Ethics’

Concepts in Session 1-4

• T- Targeted Communications– Integrated Marcom – Internal and external communications• Sales Promotions, Publicity, PR

– B2B/ B2C techniques– Advertising• Media planning

– Marketing mix to reach target audience

Concepts in Session 1-4

• I – Internet , how is it impacting marketing– Online marketing– E-commerce– Social media– Impact on brands

• N – coNstaNtly iNNovate– New product/service ideas– Co-creation with customers– Responding to changing customer needs – Creating Platforms (Ecosystems)– Innovate to address bottom of the Pyramid (Rural marketing)

Concepts in Session 1-4

• G – Global Marketing– Economics of International marketing– Exports marketing strategies– Government policies and support that impact

marketing• P – Positioning– Brand decisions– Differentiators/ USPs– Creating competitive advantage

Concepts in Session 1-4

• L – Lead generation– Creating and managing campaigns to generate leads – Driving events for sales funnel creation

• A - Acquire customers– Take ProActive steps to acquire customers– Tracking ROI through conversion through marketing

events/campaigns• N – Nurture customers

– Create campaigns/communications for existing customers– Drive Value– Upsell

DELL CASE STUDY –Concepts learnt

1. Entering markets with differentiators2. Direct marketing (B2C) versus marketing through Channel

partners (B2B)- Dell had to work with partners with dedicated marketing focus

in order to reach 850 towns across India since Internet penetration in India was very poor.

3. Importance of ecommerce in reaching out to customers directly

4. Creating supplier/vendor ecosystem for growth5. Strategy of ‘Just in time inventory’ to manage technology

changes and addressing custom orders, and most important to maintain positive cash flows.

DELL CASE STUDY –Concepts learnt

6. Differentiator of outsourcing components instead of ‘vertical integration’

7. Constantly strategize to maintain leadership– Acquisition (inorganic growth) of software companies

in order to address the market need of ‘solutions’– Repositioning as ‘Solutions provider’ rather than earlier

image of ‘hardware box vendor’

8. Creation of campaigns and programs for India– Partner connect program– ‘Take your own path’ campaign for SMEs

Samsung Case Study –Concepts learnt

• Importance of Leadership’s Vision • Managing Diversified business portfolio of

products/services in global markets• Managing market leadership in product categories

– Investing for future expansion– Increasing productivity– Managing costs to increase profitability– Importance of ‘price elasticity and market pricing’ in

increasing market share while managing profits• Innovation in manufacturing to managing increase in

volumes due to increased market share

Samsung Case Study –Concepts learnt

• Focus on innovation– Understanding customers across the world– Investing in Research and Development– Organizations focus on design

• Product Mix– Phasing out Dog products (low market share and

low growth)– Investing to create Star products while managing

profitability and market share of cash cows

Samsung Case Study –Concepts learnt• Developing strategies for growth and

downsizing– Clearing excess inventories– Creating new products and markets