Review of Lectures

Re-View of all the lectures


Date : 05/07/2011

• After Introduction to the subject, Ankush Sir, explained the evaluation pattern in which 20% were allotted to Individual Article presentation and 30% for End term.
• Sir then explained about various potential project topics and how we are expected to follow the thinking pattern regarding same. Some of the examples were Radio Mirchi, facebook etc.
• Then after, we divided Value in 4 different types viz. Value by mind, heart, economy and function.
• A term called “ Juxtaposing “ which means “ Placing yourself with the marketing leader “ was also discussed during the session.

Date: 08/07/2011

• The lecture commenced with the discussion about the Value formulae.
• 2 types of formulae were discussed,
Summation(Value) = Summation(Benefit)-Summation(cost). And Value = Benefit/Cost.
• Thereafter Understanding of Business Strategy Definition was provided.

Date: 12/07/2011

• In this lecture Sir explained us how to draft the final project and what all type of information we would require for the same.
• Sir also influenced to formulate a separate model for the project and also gave provided a sample model calculating Batsman’s average and strike rate.
• Lastly we also discussed about different levels of product: CBEAP.

Date: 15/07/2011

• We discussed firstly about definition of Business Strategy, ie UCD.
• Thereafter, we learnt 2 approaches of Business strategy, viz. Inside-out approach and Outside-In approach.
• In the Outside-In approach, Sir explained a diagram which displayed brands in Consideration set and how they try to place themselves in the Evoked set with Evaluation between the process.
• Then Sir explained, Relative Market Share = Trail Rate * Return Purchase rate.
• Lastly the Business Strategy diagram was completed by adding where to compete and how to compete along with Value Delivery System in it.



Date: 19/07/2011

• A diagram Market attractiveness and Competitive strength was discussed.
• Along with that approach for Each Value space was discussed. It basically moves from Customer value processing to Rivalry proposition to What Value package.
• Also certain examples were discussed upon where to compete.


Date: 28/07/2011

• Brief discussion on where to compete was discussed, as in on demographics, geographical situation etc.
• Followed by that was the TI Cycles brief case discussion.
• Thereafter, Sir asked us to draw the BCG matrix and asked us to place TI cycles into a particular quadrant.
• Assignment was given at the end to find out the Overview of cycle industry, Current position of TI Cycles and Business Development strategy adopted by TI cycles in the 90’s.

Date: 29/07/2011

• Detailed discussion was held on the previous lecture assignments.
• After all the discussion, sir asked us to jot down few point on Why do I Exist and Where do I want to go with respect to case

Date: 04/08/2011

• The lecture started with evaluation of the blog activity of CCBS.
• Thereafter, discussions were held on How to compete aspect of the BDS.
• Sir explained the Pain-Gain matrix wherein high pain will result in high gain and vice versa.
• Then Sir discussed a case of British Airways which faced the problem of drop in sales figures due to political scenario back in 80’s and how its marketing department not only managed to survive but also managed to increase the revenues in the particular period of time.
• After that, in Where to compete, Sir explained about Holistic Marketing Concept which is related to Finance, HR etc.
• Lastly 3 levels of strategy can be developed by Ohmae’s triangle was explained.