Lecture recaps

Recap dated: 12/07/11

The lecture basically was about how marketing models are developed and used in a dynamic field like sports. These models are used by sports management faculties to analyse the positions of various sports personalities.

A model was being proposed about batsmen position wherein strike rate is plotted on X axis against average on Y axis. This model will give the relative position of the batsmen with respect to the other players.

Also, another way to look at the model is that by using this model, we can tell which celebrity cricketer to choose for brands. Therefore, this model has a marketing implication also.

Average high dravid	Sehwag, Sachin dhoni
low	Yusuf, Harbhajan

Low strike rate high

Also something that was discussed in the class is the definition of CCBS which is UCD i.e. understanding, creating and delivering.

Recap dated: 15/07/11

The lecture started by defining customer centric business strategies i.e. Understanding, creating and delivering values.

Next, we studied two approaches for business strategy:

1. Inside-out approach. E.g. Apple

This approach is based on the inner environment observation based on which the business is strategized. Following are the factors:

· Capabilities

· Asset, current business

· Definitions of business boundaries

2. Outside –in approach E.g. Facebook

Here, the business is entirely dependent on the outside environment and accordingly, business strategies are formulated. Thus, it is customer centric approach. Following are the factors:

· Customer environment

· Competitors activity

· Market dynamics

Next, we studied in depth about the outside – in approach.

A brand always has to go through three stages for being accepted in the market

1. Consideration set:

This is the stage where the consumer considers your brand. Almost 60% of the brands die in this stage itself. And only 40 % survive to go to the next level.

2. Evaluation set: it is the most important stage wherein the consumer checks the brand and considers it more.

3. Evoked set: This is a very critical stage and only 2-3% of the brands survive in this stage. This stage is then followed by final consideration where the customer finally buys the product.

Relative Market share (RMS) =Trial rate x Repetitive purchase.

Recap dated: 19^th July.

This lecture mainly focused on how to compete and where to compete.

There were many examples discussed to understand that where do brands compete for gaining market share.

One example was of Honda when in it wanted to launch scooters in US during the time when the two wheeler segment was cluttered in the US market. Also, Maggi losing its market share due to new entrants posing threat to its dominance. One such brand is YY brand, a Nepal brand which is competing with Maggi in the north.

Later, we studied a model to understand how to analyse where to compete, wherein on X axis, competitive strength is plotted against business arena on Y-axis.

How to compete:

For each value space:

Customer value processing àRivalry proposition àwhat value package.

Recap dated: 22 July

A Video by Harsha Bhogle at IIM A

Recap dated: 28^th July

In this lecture, there was a detailed discussion about the case study of Tube Investment Ltd. A BCG matrix was drawn with respect to the position of the TI in 90’s.

Also, we understood that TI had a distinct market offering (DMO) i.e. they had a niche market.

RMS = Business unit sales this year

Leading rival sales this year

Recap dated: 29^th July

Firstly, the lecture started with the overview of the bicycle industry. India produces around 10%of the world’s annual bicycle.

Annual demand in India – 10 million units out of which 2.5 million units goes into government service. India’s exports mainly go to Africa.

Major players in domestic bicycles:

· Hero Cycles – 40%

· TI – 22%

· Avon – 17%

· Atlas – 10%

Usage based segmentation:

· Road bikes

· BMX

· Mountain bikes

· Hybrids

Recap dated 4^th July:

Herein, we learnt pain gain matrix. High pain will result in high gain.

Also briefly went through British airways case. It suffered losses in 1986 due to tense situation between Libya and USA. Thus, it chalked out a promotional campaign to regain its no. 1 position.

Holistic marketing concept related to finance, HR etc.

Also studied Ohmae’s triangle i.e. relation between customer and competitor and marketer.