Assignment – 2

1. Name Arun Gupta

2. IUD No. 0901200425

3. Enrollment No. 09BS0000425

4. Name of Faculty Prof. Karpagam.B.A

5. Course Title
Marketing Management-2

6. Course Code SLMM- 502

Marketing management process, E-

Brief Description
7.
of the assignment
Branding, Competitive arena Mapping
and Case Analysis.

Semester
5. 2nd

6. Section C
Target Date for
7. 31th Dec 2009
Submission by Students

Signature:

Date:
 Marketing Management Process:

The Marketing Management Process consists of

1. Analyzing market opportunities.
2. Researching and selecting target markets.
3. Developing marketing strategies.
4. Planning marketing tactics.
5. Implementing and controlling the marketing effort.
Analyzing market opportunities: A company’s marketing environment consists of the
actors and factors external to the marketing management function of the organization that
impinge on the marketing management’s ability to develop and maintain successful
transactions with its target customers.
There are two types of business environment which effect the management process:
1. Micro Environment
2. Macro Environment
Micro Environment consist of
 Organization
 Suppliers
 Customers
 Competitors
 Publics
These all factors influence the microenvironment of the company. So a company should take
care of each department of the organization i.e. Finance, Marketing, Hr, Accounting etc.. and
know who are their suppliers, customers and competitors.
Macro Environment consists of:
 Demographic Environment: deals with the study of the characters of human population
such as size, growth, density, distribution, gender and marital status.
 Political Environment: government policies shape the economic conditions and trade
relationships and are influenced by the political environment.
 Economic Environment: economy of the country puts a equal effect on the customer
and the supplier. Like in GDP is not so good for a country it effects the buying power
of the customers.
  Socio-cultural: refers to the attitudes, beliefs, norms, values, and lifestyles of
individuals in a society. These forces can change the market dynamics and marketers
can face both opportunities and treats from them
 Technology: major effect on product, price, promotion and advertising.
 Natural: the resources, weather, pollution are factors which comes under the narural
factors.
Researching and selecting target markets:
Moving beyond general terms to specifics and carrying out an analysis of Market Structure.
 First Step – Define the Market
The market has to be defined i.e. the actual and the potential competitors in the market.
For eg: the company has to decide upon which sector are they going to target like FMCG,
Services, Retail etc
 Second Step - Market Segmentation
Consists of dividing the market into fairly homogenous parts where any part may conceivably
be selected as a market target to be reached with a distinct marketing mix.
It is of different types like Segment Marketing, Individual Marketing, Niche Marketing
and Local marketing.
Segmentation may be on the basis of any segmentation variable(s) that one may choose.
Typical segmentation variables are as follows:
Geographic – Region, State, Country, Rural / Urban, Climate
Demographic – Age, Sex, Family size, Family life cycle, Income, Occupation, Education,
Religion, Caste, Race, Nationality, Social Class
Psychographic – Life style, Personality, Benefits sought, User status, Usage rate, Loyalty
status, Readiness stage
Effective segmentation means it should be Measurable, Substantial, Accessible,
Differentiable and Actionable.
 Third Step – Market Targeting
Market Segmentation reveals the market segment opportunities facing the organization. Now
it has to evaluate the various segments and decide how many to serve.
a) Evaluating the Market Segmeb) Decide a Market Coverage Strategy
the company think on grounds of Single segment concentration, Selective specialization,
Product specialization, Market specialization and full market coverage.
  Fourth Step – Positioning
Positioning if the product is the image projected by the product against the competitors
products and other products of the same firm. It can be done in 4 ways i.e. positioning the
product in relation to Competitor’s Product, Target Market, Product Class and Price and
Quality.
 Developing Market Strategies
Marketing Strategy is the marketing logic by which the business unit expects to achieve its
marketing objectives. Marketing strategy consists of making decisions on the business’s
marketing expenditures, marketing mix, and marketing allocations in relation to expected
environmental and competitive conditions. Marketing Mix Variables – 4 P’s
Product – Product Variety, Quality, Features, Options, Style, Brand Name, Packaging, Sizes,
Services, Warranties, Returns
Price – List Price, Discounts, Allowances, Payment Period, Credit Terms, Mode of Payment
Place – Channels, Coverage, Locations, Inventory, Transport
Promotion – Advertising, Personal Selling, Sales Promotion, Public Relations, Direct
Marketing
 Planning Market Tactics
 Implementing and Controlling The Marketing Effort

Competitive Arena mapping:

It is mapping technique in which a firm has to define its business in terms of its needs it
fulfils, rather than in the product form.
For eg: for Newspapers the business for them is information and communication.
For the Dell the products are laptops but it fulfils the need like storage of data, Internet
browsing etc...
Once the business has been defined it is important to define the customers. In the formation
of this map, the vertical axis reflects the products and services that fill the business and the
horizontal axis reflects the various types of customers in the arena. The firm must choose the
cluster which it understands best.
The mapping is based on 3 parameters:
1. Price-product
2. Price-Quality
3. Price-Promotion
The firm has to map their product or service accordingly i.e. who are the competitors who are
dealing in the same types of products and services and who are customers which will really
use the product or service. All these things are in the mind of the marketing managers while
making the competitive arena mapping. They distinguish these by their product, quality or
promotion.

E-branding:  

E-Branding is the creation and development of communications strategies specifically for

brands to have meaning and context on the web. Marketers who strive to capitalize on these
shifts as all successful marketers must do will have to better align their branding investments
with new data about how customers shop and buy online. Only by strategically recomposing the
marketing mix can marketers drive traffic, build brand equity and capture customer loyalty in
the Internet age. While print, TV, radio and related marketing vehicles are hardly superfluous;
the data does suggest that "old media" investments will be less effective in building visibility
and brand equity over the web than a range of alternative programs and tools that better align
with online customer buying behaviour. Successful marketers will experiment with these
emerging strategies to reach out to and connect with their web-savvy constituents. The
following strategies appear particularly promising:
Search Engine Optimization
With nearly half of all web users citing search engines as their primary portals to new sites,
 marketers must re-examine their strategies for optimizing their rankings in search results.
Appearing among the first few pages of search results on the top engines is a black-magic
science practiced by (usually expensive) outsourcers who specialize in the real-time adjustments
that are the key to maximizing search engines. Such outsourcers includeBeFirst.com, Did-
It.com, Fat Traffic, SearchEngineWatch.com, Web-Ignite and Web Site Results.

 Affiliate Networks
Online marketers need to carefully plan and manage partner programs that give them a broad
reach of links on affiliate sites across the Net. Where 20 percent of web users cite "random
surfing" as their top means of finding new sites, marketers must have extensive links in place
to maximize their reach to customers throughout the Internet. So-called "affiliate networks"
which typically reward referring sites with a commission or bounty based on click-throughs,
sales leads or completed transactions are generally much more cost-effective than standard
cost-per-thousand banner campaigns.

 Advocacy Marketing
Often the most powerful recommendation for a company is that of a satisfied customer to a
friend. With 20 percent of surfers citing word of mouth from friends as their top means of
finding new sites, companies need to provide incentives (e.g., discounts, loyalty currencies)
and simple mechanisms (e.g., web-based email forms, pass-along email newsletters) to enlist
their customers as marketing advocates to their friends, a strategy often referred to as "viral
marketing" by online marketers.

 Permission Email
Savvy Internet marketers have realized that "email marketing" does not need to be
synonymous with "spam." Instead, a range of strategies such as customer relationship email,
corporate email newsletters, reminder services, permission networks, sponsored independent
newsletters, discussion lists and partner co-marketing can drive online traffic and enhance
brand equity.

 Personalization and Mass Customization

Marketers can dramatically enhance customers' online experience by personalizing their web
presence and allowing customers to configure products and services (enabled by mass-
customized back-end processes). Sites can improve customer loyalty and build exit barriers
with services such as personalized customer interfaces (` la MyYahoo), behavioral-based
 recommendations and individual product configuration. Personalization is the very essence of
experiential branding, whereby customers impact a product or service to reflect a bit of
themselves through a one-on-one interaction with the brand.

 E-Care
A key component of any brand experience is the quality of customer service and support.
While companies have long striven for customer service excellence in the offline environment,
they are finding that customer expectations for online service present many unfamiliar
challenges, such as managing a torrent of customer email inquiries and enabling efficient self-
service knowledgebase’s.

Analysis of the Case Study:

Brief summary:

This case talks about the FMCG sector of our India. In this the main players of this sector i.e.
HUL, CalvinCare, Godrej groups are talked about and their common product which is talked
about is the Fairness Creams.

Target customer: Target customer for these companies is youth and the people who want to
be fair as these companies conducted a survey and found that 75% of the men use fairness
creams of men. So it is untapped market for these companies so they target the men and
launch products like Fair and handsome etc.. Other notable brands included Cavincare Ltd.'s
‘Fairever', Godrej Group's ‘Fairglow', Elder Group's ‘FairOne' and Emami Group's ‘Gold
Turmeric' and 'Naturally Fair'. In addition to this, many global cosmetic brands had also
begun offering skin-lightening products in the Indian market.

Why the cosmetic market: due to the following reason:

According to industry experts, as of 2007, the emerging skin-lightening products industry in

India was worth US$318 million, and was growing at a fast rate, especially in the male-
grooming sector. Skin-lightening products accounted for almost 40 percent of the Indian
cosmetics industry.

For the promotion of these fairness creams the company has endorsed some celebrities like
Sharukh Khan who promoted it as a cream which makes one fair. But there was a issue
created that these creams are not making the person fair but it just works as Sun-tanning
lotion i.e. people using have a misconception about the product but still company is
marketing the product.

Issues: it is case study relating to Marketing Ethics.

 Promoting the product whose functions are not clearly known

 Fooling the customers by celebrity endorsement.

Analysis:

According to me, it is case relating to marketing ethics and ethics are not fulfilled:

 According to the promotion of the product, it also promotes the racism in the country
i.e. it is better to have a fair colour rather than a dark colour. As it is mentioned in the
case study that every south Indian wants to be fair so this is not the case.
 Secondly, the promotion is done with the help of celebrity endorsement as customers
feel them as their role models and buy that product but the way it is portrayed that id
one has dark colour he has no sex appeal or he is helpless is not a good thing so the
way the promotion are portrayed is very bad.
 Fairness cream manufacturers have exploited, and reinforced, this preference for fair
skin, portraying it as a necessary prerequisite for success, and promoted the use of
their products as a means of achieving that ideal. This is also not a right way as the
company is relating colour with success.
 Dr R.K. Pandhi, Head of the Department of Dermatology, AIIMS, Delhi, said, "I
have never come across a medical study that substantiated such claims. No externally
applied cream can change your skin colour. Indeed, the amount of melanin in an
individual's skin cannot be reduced by applying fairness creams, bathing with sun-
blocking soaps or using fairness talc."
 Side effects of these creams on the skin id never told to the customers.
 Some fairness creams contain mercury which can cause cancer.

Conclusion:
These companies are not providing the same value to the customer as they are charging from
the customer, they are telling the customer to make them fair but giving them anti-tanning
product. So company is not accordance with marketing ethics. So if the company want to
continue it has to tell the true benefits and should not make false promises to the customers so
that customer uses the product at its own risk.

Suggestions:

Firstly; government tell about not to drink alcohol, cigarettes, don’t pay more than printed
rate on the product but the government has never told about these fairness products as they
are fooling people so government should take steps to aware people about these issues.

Secondly; more research should be done on this and dermatologist must make aware people
and tell the customers the actual use if these fairness creams and how it works on our skin.

Thirdly; these fairness products should be promoted in such a way that it not cause any racial
discrimination..

Fourthly; the competitors of this sector can also take a step to make people aware.

Refrences:

http://www.brandchannel.com/brand_speak.asp?bs_id=196

http://books.google.co.in/books?
id=c9869T3ZxDsC&pg=PA86&dq=competitive+arena+mapping&ei=oyM8S_fHI4qQlQTKj9TOAQ&cd=
2#v=onepage&q=competitive%20arena%20mapping&f=false

http://books.google.co.in/books?id=0P0oUEkPyp4C&printsec=frontcover&dq=E-
branding&ei=bZs7S6leiIaVBJ-uqLgB&cd=3#v=onepage&q=&f=false

http://www.clickz.com/824241

http://www.hindustanstudies.com/files/marketmanage.pdf

Icfai marketing management

KOTLER 10th edition