RECAP

5/7/2011

In the first lecture we brushed up our fundamental concepts and we were told that this time we will be focusing on the consumer centric study on first half of the course and sports marketing on the second half.

We came across a new term called JUXTAPOSING which meant when you place yourself near to the market leader.

We were told to do something new this time as projects on FMCG, telecom are now something outdated, so now our new focus was on sports management from now.

Decide a category

We were given example of Mcfill and also kurkure wherein we can feel the value by mind concept. In mcfill because of its triangular nature of packaging the customer cannot feel the same but on other hand Kurkure due to its rectangular packaging was more value oriented in this case.

1 Value by Mind

2 Value by heart

3 Value by emotion/emotional

4 Functional value

12/7/2011

This class was started with how to analyze any performance matrix when we have two attributes available. Eg was given of Ms Dhoni and Vivian Richards who were batsmen of top quality who had almost strike rates of nearly 86.00 and also they were so aggressive in their approach that they won’t allow the opposition to settle. They are the destructors of rival team’s strategy.

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

Ø This matrix clearly shows that how we can segregate the players based on their different average and different strike rate composition. We can clearly classify the different players based on their respective strike rates and average and draw a conclusion based on that on four different parameters.

Ø We were told that in our project that we will be doing we have to construct some performance matrix like this so that we can know the essence of the project which can clearly signify the outcome of the work done.

The marketing model was best described in the Lillian kotler book as suggested by sir.

Ø Also we were told about the economic times edition which said that “we prefer to do text and talk”- about the youth

Ø “Connections give you an illusion of companionship without a demand of friendship”

Ø We discussed about the Toyota Liva which is priced at Rs 4.99 lakh so that now people can also afford to but Toyota which is a matter of pride for many.

Ø Then we talked about the consumer behavior in India: “I am ok but you are not ok”.

Ø Then we started with the block of business strategy definition: we started with “Why Do I Exist”?

Ø Then we came across the definition of value in terms of benefit and cost.

V=B/C and V=B-C

Ø Then we started the new terminology UCD(Understanding, creating and delivering) just like CCD (communicate, create and deliver)

Ø Then we talked of sugarcane gears problem which is the basic problem of the vendor providing juices, this is the functional value

Ø Also we talked of Infosys which solely talks of CSR and Ethics that comes under functional value.

15/7/2011

Today we started with the business strategy definition:

Where Am I today

Where do I want to go?

Why Do I Exist

How Do I get there

Which Path to choose?

What strategic posture?

The entire course is based on these all blocks which says that how we proceed from the phase of “Why do I exist to How do I get there”.

We then talked about the company Speakasia.com which is declared as fraud as they are going through the penetration strategy for short term benefits.

Again we talked about the various values whichever is applicable in different circumstances.

PMSY: Pradhan Mantri Sudhar Yogna

Also we talked of how Tata steel is now catering to small segment in the country.

These all were stating the 1 block “Why Do I Exist”?

Then we talked about the various approaches used:

1 Inside Out Approach 2 Outside in approach

	Inside Out Approach

Price competition

segment

Segment Fashionable Orientation

Outside In Approach

Insides Outside

Capabilities Customer environment

Assets, current business Competitor Activity

Definition of business strategy Market dynamics

(Consumer centric) (Customer centric)

Then we were told the relative market share formula which is:

Rel. Market share = Trial rate * repetitive rate

Then we learned once again about the importance of value in terms of benefit and cost.

V=∑B - ∑C V= =∑B/∑C

Consideration Evoked

Set Set

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

Evaluation

Rel. Market share = Trial rate * repetitive rate

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

Now then we talked about functional area strategy which is of two types:

FAS

One needs to help the customers to evaluate the product, otherwise you would not be able to progress in market.

19/7/2011

We were told about the case study which we will be discussing in the next class: Tube Investments case study.

Ø Discussion on Where to compete to How to compete competing on social space, professional space, and video chat

Ø Neighbors’ Envy Owner’s Pride: Onida

Ø Talked about the GE 9 matrix which talked about the attributes of attractiveness and competitive strength (BPL Sanyo) which talked about how they use their strategic and marketing priorities.

Ø Shubhiksha and Spencer egs in this context

Ø And we also revised what we have done till now.

Ø Example of Wiwi in Nepal was given as substitute for Maggie

22/7/2011

Today before the start of the lecture we were told about “What VDS offers along with where to compete & how to compete”.

Then Harsha Bhogle video was shown in the class which was given in IIM A which was of Excellence.

LEARNING AND GOOD QUOTES FROM THE VIDEO:

1. “It all begins in the mind”
2. Everyone in this world is better than everything in this world
3. End is driver of ambition
4. Getting runs sometimes becomes source of anxiety
5. Fastest success to excellence is to move your butt of
6. “Take care of runs and dollar will take care of itself” – Allan Border
7. Excellence is chasing your profession, letting your results go”
8. To perfect the process of performance is the path to excellence”
9. “Teams lose when they don’t play as they would have played”
10. Great team becomes great because they perform in their excellence ( performance oriented rather than result )
11. Excellence never seeks excuses
12. “Always surround people who all are better than you”

28/7/2011 & 29/7/2011

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

Few points about case

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

Ø Starting Product Range-Launched Hercules in 1951

Philips for students in 1955

BSA-SLR sports cycle in 1964

Ø Reaching Customers-993 dealership in 4313 towns in India

Ø Competition-

Hero Cycles

Atlas

Avon

Ø TI was known mainly because of its specialized category rather than the standard one which fetched them maximum revenue.

Ø HR-Total staff strength in 1994 was 4016

Ø Basically the case was discussed on main three aspects: Where to compete , cycle industry in India and current positioning of TI.

Learning:

Where to compete

TI positioning in BCG matrix

Understanding different matrix through quadrants

4/8/2011

Today’s lecture was nightmare in our life after a long time. Sir did a dipstick in which entirely all the class members fail to answer even simple things like ambush marketing which was matter of shame for most of us.

So we started with the blog activity in which almost all fumbled to justify any article.

To be very true “My real face was reflected in the mirror”. I really need to work hard otherwise we are total scrap here doing MBA investing 10 lakhs wasting our parents money.

Ø We discussed about the pain gain matrix which can be used in every situation.

Ø We were told about the various marketing concepts: product, production, advertising, selling concept and holistic market concept

Ø Promotion Mix elements: personal selling, advertising and selling , PR

Ø Ambush Marketing

Ø We will have interim presentation on 18 august

Today sir discussed with us the British airways case study with us:

Ø British airways is the 5 largest airways among the competitors

Ø Case talks about situation in 1984-85 when there was a political turmoil and 3 terrorist activities by Libya

Ø Americans were willing to travel to UK

Ø 2.34 Million travel between Uk & US

Ø During the period of terrorism, 10 million people took the coupons

Ø As projected to sales of 12%, the sales rose by more than 6%

Ø 7 million enquiries were done before 7 weeks before the journey date 10 june, and the enquiry rose to 10 times after 7 weeks from that

Ø 600 hours of space media channel was given

Ø 25000 cancelations in a week

Ø Sustainable promotional program was launched by British airways

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

Ø It was one of the greatest promotional cases