CASE STUDY ON

PRESENTED BY :

Gadeela Utkarsha . RNIT Surat

MARKETING MANAGEMENT

INTRODUCTION• Intuit Inc. is an American software company

headquartered in Mountain View, California.

• It was founded in 1983 by Scott Cook  and Tom Proulx.

• Develops financial and tax preparation software and related services for small businesses, accountants and individuals.

• Developer of the best-selling software products such as Quicken, Quickbook, TurboTax, etc.

• Number of Employees- 8,200 (Nov. 2013)

SWOT ANALYSISSTRENGTHS

High Focus on R&D

Product development

according to the consumer’s

needsUser Friendly

productsPositive word of mouth from the loyal consumers

which in turn helps in publicity of the products

WEAKNESS

Unable to expand in geographical

markets

OPPORTUNITIES

Focus on SMEs and younger consumersStrategic

Acquisitions

Top management

Middle management

Frontline people

CUSTOMERS

CUSTOMERS

Frontline people

Middle management

Top management

CUSTOMERS

CU

ST

OM

ER

S

(a) Traditional Organization Chart (b) Modern Customer-Oriented Organization Chart

Traditional Organization VS Modern Customer - Oriented Organization

• Over the period, the marketing strategies of Intuit has evolved but the most effective marketing tools for the company are the positive word of mouth, exceptional customer care service and user friendly software.

• Also, Intuit has recently started doing digital marketing exercises with its increasing presence on social media web sites such as Facebook, Twitter and LinkedIN.

Marketing Strategies

Excellent use of customer research

• Intuit spends a significant amount of time and money on consumer research each year and they state that it is “critical for Intuit to know exactly how customers use and feel about their products” because of the nature and pace of technology, the shifting customer and consumer needs, and the competitiveness of the industry.

• Intuit uses site visits, lab studies, and remote studies to keep pace with the consumer.

How did it use :

• Without this spend on research, Intuit might not have kept up with these changes.

• This has work so well for the company because they understand what the consumer wants and improves their product well accordingly to the information they have

How did it use :

Building Customer Value, Satisfaction, and Loyalty is one among the important function of customer research. Creating loyal customers is at the heart of every business. As marketing experts Don Peppers and Martha Rogers say.The only value your company will ever create is the value that comes from customers—the ones you have now and the ones you will have in the future. Businesses succeed by getting, keeping, and growing customers. Customers are the only reason you build factories, hire employees, schedule meetings, or engage in any business activity. “Without customers, you don’t have a business”.

Building Customer Value, Satisfaction, and Loyalty

• Identify your customers.

• Differentiate customers in terms of (1) their needs and (2) their value to your company.

• Interact with individual customers to improve your knowledge about their individual needs and to build stronger relationships.

• Customize products, services, and messages to each customer.

Building Customer Value, Satisfaction, and Loyalty

• In August 2008, Microsoft announced that it would stop releasing a new version of Money each year and had no version planned for 2009.

• The company also announced that it would no longer ship boxed versions of Microsoft Money to retail stores and would instead sell the product only as online downloads.

• On June 10, 2009, Microsoft announced that it would stop developing Money, would stop selling it by June 30 that year, and would continue supporting it until January 31, 2011.

• The company cited the changing needs of the marketplace as the reason for Money's demise, stating that "demand for a comprehensive personal finance toolset has declined."

Discontinuation of Microsoft Money

Intuit beating Microsoft

Scenario after winning over Microsoft

• We think that Intuit as Two scenarios after Microsoft leaving the market. 

• There is a positive scenario, where Intuit can become the leader in its field, with most market share. This means to continue as they have done until now, being leaders, innovators and using its strategy of investment in research with customers.

Scenario after winning over Microsoft

• There is also a negative scenario, if they reduce or remove the research funding and research efforts. They could end up in the same way as Microsoft Money ended. Because competitor's are temporary and competition is permanent.

 • We think it would benefit them if they continue to follow

the same strategy . 

Intuit’s future dealing with younger consumers

Intuit has already made dramatic and substantial steps in gauging the younger consumers by : • Increasing its presence on the social

networking sites so that it could reach out to more possible younger consumers.

• Identifying bloggers to write & share blogs and then classified each blog post according to velocity, share of voice, voice quality and sentiment of the blogs

Thank You