RECAP

Lecture No:1

Date: 05/07/11
It was the first class of CCBS which was started with Ice Breaking Session then Sir has given an introduction of CCBS and he has given us the agenda for next 23 lectures. Sir has explained the difference between normal business strategy and customer centric business strategy. Then Sir has introduced The winning way- Harsha & Anita Bhogle.It is given to us as our text book. Then we discussed about Value and different types of value like Functional, emotional .economical and Value by mind.On that day sir has told us to choose the final project topic related to sports marketing.


Lecture No:2

Date: 08/07/11
In the second lecture we discussed about Formula of value

1. Sum (Value) = Sum (cost)- Sum (Benefit)

2. Value= Cost/ Benefit

Sir has given an assignment to us to find out WHY value is calculated on two different Arithmetical formula and which formula to be used in which situation and I have posted the answer in blog. That day sir has told us to follow Strategic Marketing & Business Development written by David Drucker.

Lecture No:3

Date: 12/07/11

That day we were mainly discussing about the final projects. Sir has explained us the model of Cricket average Vs Strike rate and asked to name four quadrants of the model.Virat Kohli, Jacque Kallis, Munaf Patel were taken as example.


Then we were discussing about recent article in economic times stating that “ Connections gives you a illusion of companionship without demand of friendship”.Then we started discussing Levels of product “CBEAP” and -UCD (Understanding Creating Delivering value)



Lecture No:4

Date: 15/07/11
On our 4th lecture we were discussing about the Business Strategy Definition
Why Do I exists
Where Do I Want to Go

Where am I today


How do I get there?
Which path to choose?
What Strategic Posture?

Then we discussed about



Inside out Approach
Out side in Approach
Capabilities Customer Environment
Assets, Current Business Competitor Activities
Definition of Business boundaries Fashionable Orientation
Price Competitive


Lecture No:5

Date: 19/07/1
That day we were mainly discussing and concentrating on where to compete. Then we were discussing about how different companies have identified consumer approach and what was the situation when Honda wanted o enter into the bike segment.
Some examples were given on FB, Circles in G+ (hangout), that day itself sir informed us about our interim presentation and end term presentation.
Lecture No:6

Date: 22/07/11

In this lecture Harsha Bhogle. ( 2005 IIMA guest speaker) Video was shown.
Lecture No:7

Date: 28/07/11

We discussed about Case Study TI Cycles:
where Huzefa started with the background of the case. Then sir helped us to understand the BCG matrix and how to put ant graph in a quadrant and analyze it.

Sir asked to come prepared with three things:

1. Overview of Cycle industry

2. Where is TI right now.

3. Going back to 90’s completing business strategy model.

The lecture was dedicated to understanding the cycle market in India and the economic scenario in India 90’s.
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Lecture No: 8

Date: 29/07/11

In this class also we were discussing the same case study

THE BICYCLE INDUSTRY IN INDIA
 India is the largest bicycle manufacturer in the world after China. The industry, having an annual turnover of over 1.2 million bicycles
 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 western markets also added some countries of Asia like Bangaldesh, Burma

It has been observed that there is a broad spectrum of bicycles from fitness to racing in demand. And, India can meet this demand effectively.
 WHO IS THE MARKET LEADER
 Major players in the domestic bicycle industry are Hero Cycles, TI, Avon & Atlas with 40%, 22% & 17% & 10% of share of volume respectively.

WHERE TO COMPETE
• 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!
• Not only are the price points changing but even definition of the segment are. Hitherto, cycles were simplistically segmented into gents, ladies, kids and high end. But now the lifestyle bikes are being segmented in line with the global trend that is based on their usage. There are Road bikes, Mountain bikes, Tourers, Hybrids, BMX’
•
Lecture No: 9

Date: 04/08/11


In the lecture we discussed about British Airways case. Because of the fight between Libya and USA the passenger from USA were reluctant to travel to UK . Due to that within one week 25000 tickets were cancelled. The Marketing team at British airways came up with promotional strategy, which had to be approved by the company.

The strategy had to have a full fledged campaign for 10th June announcing free 5200 tickets on that day for Americans flying to Europe. Because of this campaign 10 million people subscribed, Sales increase by 6 percent.
Then the case was connected with Pain gain matrix and ended with understanding Ohmae’s triangle. Avery nice learning we got that never forget your minor subject like Finance, HRM Operations because even you are a marketing student any time we may required all that knowledge.