Lecture Recap

RECAP

Lecture-1 Tuesday 5^th July, 2011

Sir gave us an outline of the course and the glimpse of things to come ahead.

Information was given about the book “The Winning Way” by Harsha Bhogle and Anita Bhogle

Value was discussed as per customers. Value can be classified into:

1. Value by mind

2. Value by emotions

3. Economical Value

4. Functional Value

Example was given for value by discussing about packaging style of Kurkure and Mcfills.

Mcfill tried to create JND (Just Noticeable Difference) by changing the packaging style to triangle shape but this move back fired because when customers grabbed the packet of Mcfill the felt less value in it because of its packaging style. Come restarted to earlier packing in just few months

Learning of Day-Juxtaposing in marketing-When you place your product near to your market leader

Sir directed us to form groups and decide a topic for project

Lecture-3 Tuesday, 12th July, 2011

We studied performance model and example of Dhoni and Vivian Richards was given

Marketing Model

Virat Kohli, Jacque Kallis	Players like Sachin, Sehwag and Dhoni comes under this.
Munaf Patel,	Yusuf Pathan, Shahid Afridi

High Avg

Low Avg

Low SR High SR

Examples were also discussed about Toyota Etios Liva and Infosys and its ethics

Learning-UCD (Understanding Creating Delivering)

Lecture-4 Friday 15^th July, 2011

Approaches to target customers

Inside Out

Approach

Outside In

Approach

Inside Approach

Focusing on inside the company scenario like:

· Capabilities

· Assets of Business

· Defining Business Boundaries

Outside in Approach

Focusing on outside the company scenario like:

· Customer Environment

· Competitors Activity

· Market Dynamics

Consideration Evolved

Set Set

(5-10 brands) (2-3brands)

Evaluation Stage

60% of brands die before reaching the consideration stage and only 40% reach consideration stage

Only 2-3 brands reach evolved set

It takes 4-5 years before reaching the evolved set

In between is the evaluation stage

Re Learning of the day-R.M.S (Relative Market Share)=Trial Rate X Repetitive Purchase Rate

Lecture-6 Friday, 22nd July, 2011

Video of Harsha Bhogle lectue which he delivered at IIMA was showed

First part of video was showed Harsha Bhogle Video

Date-30 July,2011

Venue-IIMA

Learning

It all begins in mind

Keep your mouth shut and ears open

End is the driver of ambition

Path of excellence is through runs rather than dollars

Perfect the process of performance

Follow ethics

Excellence never use excuses

Never grudge people their success

Great teams becomes great when they achieve good performance

Favorite Quote: Gavaskar is product of economy and Sachin is product of liberalized economy

Lecture-7 Thursday, 28^th July, 2011

Case Study Discussion of TI Cycles: Corporate Strategy (A)

Few points about case

· Company background-Promoted by Marugappa family from September 1949 along with collaboration with Hercules Cycle ad Motor Co. of UK

· Starting Product Range-Launched Hercules in 1951

Philips for students in 1955

BSA-SLR sports cycle in 1964

· Reaching Customers-993 dealership in 4313 towns in India

· Competition-Hero Cycles

Atlas

Avon

· HR-Total staff strength in 1994 was 4016

We tried to understand case on basis of

Where to compete

Position of TI in BCG matrix

Understanding different matrix through quadrants

We were told to find out:

Where to compete

Current Position of Cycle Industry

TI Current Poistion and going back to 1990s

Learning of the day-Insight about cycle industry in India

Lecture 8- Friday, 29 july,2011

Further case study was discussed and points about cycle industry were highlighted

· Bicycling is the second most popular outdoor activity in the United States. (Outdoor Foundation, 2010)

· 47% of Americans say they would like more bike facilities in their communities. (National Highway Traffic Safety Administration, 2008)

· India produces approximately 10% of the world annual bicycle production, which is estimated at 125 Million units.

· The annual domestic demand of bicycles in India is approximately 10 million units out of which around 2.5 million units is a government demand for the various welfare schemes.

· Exports out of India are largely to Africa and the less developed economies and negligible to west

· Major players in the domestic bicycle industry are Hero Cycles, TI, Avon & Atlas with 40%, 22% & 17% & 10% of share of volume respectively. Most cycles manufactured & sold in India are in the low price bracket of Rs. 2,500 to 3000

· The market for the premium or the lifestyle bikes targeted towards the lifestyle consumer is just about emerging. The definition of high end bikes it self is changing. Earlier the high-end bikes were considered as those selling between Rs. 5000 to 8000. However now with global brands moving into the country this definition is also changing with price-points starting from Rs.15000 to as high as a few lakhs!

· There are Road bikes, Mountain bikes, Tourers, Hybrids, BMX’ to name a few. Virtually all the big names are present in the country like Giant, Trek, Merida, and Canondale etc.

· The demand for these cycles at this stage is very limited but is set to grow at a frenetic pace in future. While the mass-market segment is experiencing a sluggish growth of between 4-6% annually the premium & lifestyle segment is growing at a CAGR of over 30%.

Lecture-9 Thursday, 4^th August, 2011

Started the day with Sir checking on blog activities

Punishment for all for not joining or not posting anything on the blog. Punishment is

· Individual recap of all lectures

· Article on Sports Marketing

Sir did mirror test in which most of us failed miserably

Learning-Its now high time for “Jaago Mohan Pyare”

Lecture-10

Sir discussed about British airways case

Ø British Airways is one of world’s 5 largest airlines

Ø Case talks about situation in 1984-85 when there was a political turmoil and 3 terrorist activities had taken place.

Ø Americans were reluctant to travel to UK and Europe as there was a backlash from European countries against Americans

Ø There were 25000 cancelations in a week

Ø British airways had to chalk out a new promotional plan to counter this situation

Ø They came up with Sustainable promotional program

Ø Started doing buzz marketing in national dailies

Ø Offered free 5200 tickets on June 10 through ‘sweep stake’ method

Ø 10 million people subscribed to that offer

Ø They were able to get 6% increase in sales from last year by September less than the anticipated 12% but very good under current situation

Ø It was one of greatest promotion cases in history