MARKETING

COMPENDIUM IV
Published by Marketing Cell, IIM Calcutta



CREDITS



EDITORIAL TEAM:

This compendium is divided into 4 sections: Company Portfolio Analysis, Brand Analysis, Company
Analysis and Marketing Concepts

The purpose of the first part of the Compendium is to give you quick look at major FMCG companies.
We recommend memorizing the information given before you sit for your summers this year.

We have tried to cover “revenue size, category portfolio, percentage contributions, product taglines
& recent NEWS” circulating in the marketing world regarding the companies/brands.

The purpose of rest part of the Compendium is to give you quick look at the “must-know” concepts
before you sit for your summers. These include brand focus on successful brands like 5 Star, Thums
Up, Dove, Hero, Indigo Airlines, Amul, Gillette, Nestle & Cadbury. It gives great insights on Trending
hot topics like “social media marketing”, “campaign designing” & “marketing to the bottom of the
pyramid”, etc.

The editorial team recommends going through this whole compendium. However, this is just a
starting point. We encourage you to go beyond.


MARKETING
COMPENDIUM

Published By

The Marketing Club of IIM Calcutta

COMPANY PORTFOLIOS

ANALYSIS



HINDUSTAN UNILEVER LIMITED

Name Hindustan Unilever Limited (HUL)
Industry FMCG
Key People Sanjiv Mehta – CEO and MD, He also leads Unilever’s business in South Asia as the
Executive Vice President. Mr. Harish Manwani, Non-Executive Chairman. Mr. P. B.
Balaji, Executive Director, Finance and IT, Chief Financial Officer. Mr. Pradeep
Banerjee, Executive Director, Supply Chain, Mr. Aditya Narayan, Independent
Director. Mr. S. Ramadorai, Independent Director, Mr. O. P. Bhatt, Independent
Director. Dr. Sanjiv Misra, Independent Director. Ms. Kalpana Morparia,
Independent Director. Mr. Dev Bajpai, Executive Director, Legal and Company
Secretary.
Headquarters Mumbai, India
Revenue INR 34,487 crores
Divisions/Verticals Home & Personal Care, Foods & Beverages





Portfolio:
Product Categories Category Info Product Tagline Competitors
Bru se hoti hain khushiyaan
Bru (ML) Nescafe
shuru
Heinz,
Kissan Just Lagao Kuch Bhi Khao
Delmonte
INR 3,690 Tummy bhi khush, Mummy
Food and Drink Knorr
Crore bhi khush

Modern (ML) Happy Starts and Good time Britannia

Kwality Walls Amul, Baskin

A treat for every occasion
Magnum Robbins
Tide, Aerial,
Surf Excel Dirt is Good; Surf Excel Hai Na
Nirma

Nimbu ki shakti aur hazaro

INR 11,346 Wheel phoolo ki khushboo; mehangi Rin
Home Care
Crore wali dhulai budget mein samai

Pril (Henkel),
Vim Khar Khar ka moh tod jawab Odopic, Godrej
Dish Wash
 100% Germ Protection;
Domex Harpic, Lizol
Million more germs will die

CloseUp Taazgi Jo Paas Laye Colgate

Dss nahi to bas nahi; My

toothpaste fights 10;
Pepsodent Protection Outside Freshness Anchor, Oral B
Inside; Gets Your Teeth Their
Whitest

for timeless beauty; The

Pond's Nivea, Lakme
INR 16,304 miracle is you
Personal Care
Crore
Not Just Soap Its Skin Care; ab
Lux khubsuriti se darr kaisa; Lux Vivel, Lifebuoy
brings out the star in you

Keeping skin amazing since

Vaseline Lakme
1870

Everyday Moisture is the key

Dove Fiama, Pears
to beautiful skin

Focus/Challenges:
1. Extending safety for skin to general well-being outsideTamil Nadu’s favourite soap brand, Hamam, announced
and initiative called ‘GoSafeOutside’ aimed at extending the promise of safety from skin to everyday life.
Redefining the role of the brand as an active participant in stimulating social conversations and a possible model
for targeted solutions, the new campaign marks a shift in the way the brand corresponds with its consumers.
Hamam is deploying a host of interventions across media to bring alive the campaign message of
GoSafeOutside. A television spot, shows the marked transition in the confidence of a young girl when she is
taught a basic self-defence technique ‘Silambam’ by her empowering mother. Silambam, is an ancient Indian
martial art originating from Tamil Nadu. A series of self-defence tutorials are deployed on accessible digital
channels under the brand handle Hamam India. This is an attempt to bring alive the unwelcome touch women
face in various outdoor locations on a day to day basis and provide a step wise manual for a befitting reply. The
outdoor campaign aims to work with local law enforcement teams to create safety zones in unsafe hotspots by
hosting billboards with CCTVs, this will be a deterrent to potential miscreants. The Hamam packs will also
contain quick to learn Silambam steps on the side panel, extending the reach of the message to over 1.8 Crore
households. The journey to make people #GoSafeOutside is an arduous one, but Hamam has just kicked it off
in style.
2. Citra is a specialist naturals brand of Unilever. It enjoys market leadership in the key markets of Indonesia and
Thailand by offering consumers its expertise in natural solutions. Citra’s brand philosophy is centered around
the ‘quest for nature’s potent best’. As part of this philosophy, Citra has been bringing in nature’s best-kept
secret ingredients such as Japanese Green tea, Sakura and Thai Lotus to consumers. Citra’s India story begins
with the launch of our Face Care range featuring two exotic ingredients, the Korean Akoya Pearl and the
Japanese Green Tea. The Korean Akoya Pearl, carefully cultured over a two year period, has lightening minerals
and nutrients that give healthy, fair skin naturally. The Japanese Green Tea’s most potent healing powers come
from its antioxidants that reduce pimples in three days, naturally. While the Korean Pearl range of Face Creams
and Face Wash help enhance glow, and brighten skin; the Japanese Green Tea range of Face Creams helps in
keeping the skin spotless fair and its Face Wash helps keep it pimple-clear. The launch of Citra has further
strengthened HUL’s portfolio in the ‘naturals’ Skin Care market.



Recent News:
1. Hindustan Unilever Limited was adjudged the Winner for CII National Awards for Excellence in Water
Management 2017 under ‘Beyond the Fence Category.’ We were recognized for the work carried out by
Hindustan Unilever Foundation under its ‘Water for Public Good Programme at Dangs, Gujarat.’ The positive
impact of the ‘Water for public good – Influencing Practice and Policy’ programme is a testimony to the
persistent efforts of Hindustan Unilever Limited in the area of water management. The award was presented
in New Delhi at the 3rd Water Innovation Summit 2017 on economic growth and human development in the
context of water scarcity and aims to recognize exemplary and innovative work undertaken in the field of Water
Management.
2. Women in India are seen as objects of desire. The shocking and shameful incidents that have been reported in
the recent past is a testament to this attitude. The objectification of women in advertising by male grooming
brands has been existing for many years. The key players in the men’s grooming category believe that men see
hairstyling as an easy accessory to impress the opposite sex. Hence the brand communication of these players
focuses on providing quick fixes for different hairstyles which enable the youth to attract the opposite sex.
Brylcreem’s new social mission advertisement launched across social media platforms resonates with the
brand’s purpose - Brylcreem is for men of character, men who have a larger purpose in life. The purpose of this
social mission advertisement is to promote the National Women’s helpline no. 1091. This will build awareness
and ensure that people are not just mute spectators of a crime being committed against women, they can act
up by calling the helpline number if they see any woman in trouble. At the launch of the new advertisement,
Srirup Mitra, General Manager, Hair Care, Hindustan Unilever Limited gave out a message to all men to stop
looking at women as objects of desire, spoke about gender equality, and the importance of challenging the
deeply rooted gender bias in our society.
3. Hindustan Unilever Limited won the 'Green Marketer' Awards at the debut edition of Marquee Awards 2017
hosted in Mumbai by the Advertising Club (TAC) India. Our brands Lifebuoy and Vim were adjudged the winners
in the Personal Care and Home Care categories, respectively. Presented by News18 India, powered by COLORS
and MTV and partnered by One India, the event was flagged off by Ms. Smriti Irani, the Honourable Minister of
Textile, Information & Broadcasting, Government of India who was the chief guest. This recognition is yet
another testimony to the efforts of our brands, and our commitment towards making sustainability
commonplace.

Selection Process (From BB Interview Experiences):

GD: Topics include “internet killing social lives of people”, “Are companies obliged to do CSR if not mandatory”,
“Future of Kashmir”, “Should India be divided into 50 states” and case to check capability of analyzing financial dept
of organization.

2 rounds of Interview: Personals, work ex, marketing concepts. Technical interviews included guesstimates on
market size and cases regarding product launch, etc.

Contributed by: Koushik Sarkar (54th Batch), Akash Sah (53rd Batch)
PROCTER & GAMBLE

Name Procter & Gamble
Industry FMCG
Key People William Proctor and James Gamble (Founders), David S. Taylor (Chairman of the
Board, President and CEO), Al Rajwani (MD India)
Headquarters Cincinatti, Ohio, USA
Revenue US$65.29 billion
Divisions/Verticals Beauty, Grooming, Health Care, Snacks and Pet care, Fabric Care and Home Care,
Baby Care and Family Home Care

MUST KNOW about P&G: They have sampling sites online (https://www.rewardme.in/) where they send out free
samples of new products, value packages etc. This platform is now evolving onto a community building exercise by
the corporate brand.

Portfolio:

Product Categories Category Info Product Tagline Competitors
Clinic All Clear,
Head & Dandruff care for great
1. Global hair care Unilever’s Clear,
Shoulders looking hair
market valued at Sunsilk
Beauty Segment US$ 81.3 bn. P&G Hair so healthy it L’Oreal, Dove,
Pantene
1. Hair Care global market shines Sunsilk, Clinic Clear+
2. Skin & Personal leader (20% MS). Fair&Lovely,
Olay Ageless
Care 2. Olay, top global L’Oreal, Ponds
facial skin care L’Oreal,
brand, 7% MS. Wella Trends by Wella Schwarzkopf,
Unilever, Garnier
 Shave Care, global
Gillete (Razor) & Glide, Truefit and
ML in blades and
Braun (Electric Hill, Phillips,
razor market (65%
Razor) The Best A Man Can Panasonic,
MS).
Get
Grooming Segment Braun, 20% MS in
Gillete Shaving Colgate-Palmolive,
male shaver market
Cream Enami, Dabur
and 45% MS in
female epilators
Old Spice Smell like a man Axe, Right Guard
market
The brand more
Oral-B dentists use Colgate, Pepsodent,
themselves worldwide Close Up
Crest Look Ma, No Cavities
Oral Care, No. 2, Vicks Breathe Life In
Health Care
Global 20% MS Have a happy period;
Segment (Oral Care
Personal Health Kadam Badhaye Jaa; Stayfree, She,
and Personal Health Whisper
Care, top 10 Ab waqt hai badalne Carefree
Care)
competitor ka
Feel the difference;
Ponds, L’Oreal,
Don’t just look
Clearsil Vicco Laboratories,
awesome; The science
Himalaya
of looking awesome
Once you pop you just
Pringles Pochips, Barcel
can't stop
Mainly confined to
Nutrition at its best,
North America Innova
Snacks & Pet Care Naturally Hills, Taste of the
where it has a 15%
The Ancestral Diet wild, Pedigree,
MS
Evo meets modern Oxbow, lams
nutrition
Sirf yaadein taaza Surf Excel, Nirma,
Ariel
rakhe, daag nahi Henkel
Detergents, Top 2 Tide White hai to tide hai Rin, Persil, Purex
Fabric Care & Home
global player with Lasts longer, much Energizer,
Care Duracell
30% share longer Panasonic, Sony
Doesn’t just cover,
Ambi Pur Air Wick, Odonil
truly removes odours
Love, sleep & play;
Peaceful nights. Playful
Huggies, Johnson &
Baby Care Pampers days; Inspired by
Johnson
babies. Created by
Pampers.



Focus/Challenges:
1. 40/20/10 Focus: Focusing resources on the 40 largest and most profitable businesses, mainly in developed
markets, on 20 largest innovations and 10 most important developing markets. Challenges include maintaining
profit margins in a highly competitive market, especially in mid and lower tier value products, in both developed
and developing markets. To achieve this, focus should be on pricing, promotional incentives and trade terms.
2. Gender Equality: P&G will expand its supplier development and sourcing from women-owned business in our
supply chains across the world, including the Indian subcontinent, Middle East and Africa," the company said in a
statement - http://timesofindia.indiatimes.com/business/india-business/procter-gamble-to-sharpen-focus-on-
gender-equality/articleshow/57250853.cms
3. Sustainability: http://www.pg.com/en_IN/sustainability/pg-india-sustainability-journey.shtml

Recent News:
1. P&G Researchers Invent Breakthrough Technology that Will Revolutionize the Recycling Industry
P&G and PureCycle Technologies recently hosted a ribbon-cutting for a plant that will use a P&G-invented
technology with the potential to revolutionize plastics recycling. P&G scientists figured out a way to restore recycled
polypropylene plastics to "virgin-like" quality.
2. P&G stops selling Vicks Action 500 Extra in India after ban
US consumer health giant Procter & Gamble's (PG.N) India unit said on Tuesday it had stopped manufacture and
sale of its cough-and-cold medicine Vicks Action 500 Extra with immediate effect, after regulators banned it citing
potential health risk.
3. Procter and Gamble resumes manufacturing, sale of Vicks Action 500 Extra
4. P&G reports biggest sales drop in seven quarters
Procter & Gamble Co reported its biggest drop in quarterly sales in seven quarters, hurt by weak demand across
product categories and a strong dollar.

Selection Process:
Online Application – Online Assessment – GD – PI






































Contributed by: Akash Sah (53rd Batch)
ITC

Name ITC Limited
Industry FMCG
Key People Yogesh Chander Deveshwar (CEO, Chairman)
Sanjiv Puri (CEO & Executive Director)
Nakul Anand (Executive Director)

Rajiv Tandon (CFO)
Headquarters Kolkata, West Bengal, India
Revenue INR 60,493 crore
Divisions/Verticals Consumer Products, Hotels & Services

Portfolio
Product
Category Info Product Tagline Competitors
Categories
Where quality
Insignia
touches infinity
India Kings

Made for each

other; Filter and
Wills Filter
tobacco perfectly
Cigarettes
matched
& Cigars
Wills Classic Discover a passion

Gold Flake
It's the tobacco that
Navy Cut
counts,
 Player's Please
Scissors
Capstan
Berkeley
Bristol And Flake
Silk Cut
Duke & Royal
Parle Hide &
Escape into one
Seek,
dark fantasy;
Cadbury,
Spread the smile; Jo
Britania
de jitne ki sakti
Bourbon

Khusiyan Chun
Chun Ke; 0% Maida,
100% Atta

Lays,
Har angle se mmm; Kurkure,
No confusion great Desi Beats,
combination Parle
Wafers
MTR foods,
Haldiram's
A Feast for the Minute
Senses Khana,
Veetee
foods


The better noodles;
Maggi
Spread the smile


Laila ko Jab Karna

tha Impress Tab Mentos,

Majnu ne khaya TicTac, Polo
Packaged
Minto Fresh
Foods

Kuch Bhi Karega for

Candyman

Inspiring Young
NavNeet,
Minds; Likho Apna
Bilt
Kal

NavNeet,
Education Camlin
& The Power of You Kokuyo,
Stationery Brijlaxmi
Papers
If it’s in your heart,
Expressions
it’s on the cards
Colour Crew

Couple’s Love Has An All New

deodorant Language

Exclusive range of
fine fragrances
Your Essence Your
and bath & body
Soul
care products


Skin care solution

Range of Body

Lotions, Face

Moisturiser, Hand

Crème and Face

Cleansers.


Personal
1. Dove
Care
soap

Soaps and Aise Chamak, Ke 2. Rexona
shampoos Duniya Bole, Pehle soap
Aap 3. Pears
4. Lux

Shower Gels and
Gel Bathing Bars. Beautiful you,

Bath care and skin today, tomorrow
care

 Shampoos,
conditioners and
serums
Face and body talc
Antiseptic liquid
hand wash Savlon Swasth India Dettol, TCP ,
Betadine


1.Nycil
Just a sprinkle a day 2.Dermi
Ayurvedic prickly
helps keep odor cool
heat powder
away 3.Glacier

4. Ponds

Khoobsoorati bas
Range of soaps 1.Lux
main, duniya muthi
and bathing bars 2.Lifebuoy
main; Taazgi jo
3.Nirma Ltd
kareeb laaye


Premium fashion
The Fashion Shoppers
wardrobe for men
Destination; Enjoy Stop,
and women
Lifestyle the change Westside

Retailing
Youth fashion

segment Play it up

Ultra Slim
SHIP,
Safety Matchbox
HOME lite
Matches

Agarbattis
(Incense Sticks)
Poori ho nirmal
sourced from
Intense prarthna
small-scale and
Sticks
cottage


ITC Grand Bharat in Gurgaon
ITC Grand Chola in Chennai
Luxury Collection
ITC Maurya in Delhi
super deluxe and
ITC Maratha in Mumbai Leela
premium hotels
ITC Sonar in Kolkata Hotels, Taj
located at
ITC Grand Central in Mumbai Responsible luxury Hotels,
strategic business
ITC Windsor & ITC Gardenia in Oberoi
and leisure
Bengaluru Group
locations
Hotels & ITC Kakatiya in Hyderabad

Tourism ITC Mughal in Agra

ITC Rajputana in Jaipur.

 WelcomHotel Dwarka - New Delhi,
WelcomHotel Bella Vista - Panchkula-
Chandigarh,
WelcomHotel Jodhpur - Jodhpur,
WelcomHotel Rama International -
WelcomHotels
Aurangabad,
five-star
WelcomHotel Vadodara - Vadodara,
hospitality for the
WelcomHotel Grand Bay -
discerning
Vishakhapatnam,
business and
WelcomHotel Khimsar Fort & Dunes,
leisure traveler
Rajasthan,

WelcomHotel The Savoy, Mussoorie,

WelcomHotel Kences Palm Beach,
Mamallapuram-Chennai
WelcomHotel Sheraton New Delhi
Hotel

mid-market to upscale properties in
Fortune Hotels the first-class, full-service business
hotel segment
WelcomHeritage chain of palaces, forts, havelis and

resorts that offer a unique experience

Major Functions and Activities
• e-Choupal –The ‘e-Choupal’ initiative is to enable Indian agriculture significantly and to enhance its
competitiveness by empowering Indian farmers through the power of the Internet. The programme installs
computers with Internet access in rural areas of India to offer farmers up-to-date marketing and agricultural
information. Today, the initiative of ITC has empowered the lives of people living in 10 states where 40000
villages have 6500 e-choupals and around 4 million farmers have been empowered.
• ITC Life sciences and technology centre Bengaluru is having R&D unit for Microbiology, Cell Biology, Genomics,
Proteomics, Silviculture and several disciplines of Chemistry.
• ITC research centres are consistently striving to improve the productivity of several tree species, in order to
give attractive land-use alternatives to traditional farmers and wasteland owners.
• ITC pioneered the cultivation and development of Leaf Tobaccos in India. It is the largest buyer, processor and
exporter of leaf tobaccos in India – creating a global benchmark as the single largest integrated source of quality
tobaccos. Serving customers in 50 countries across more than 70 destinations, ITC co-creates and delivers value
at every stage of the leaf tobacco value chain. 


Vision/Mission/Core Values: 

• Vision: Sustain ITC's position as one of India's most valuable corporations through world class performance,
creating growing value for the Indian economy and the Company's stakeholders. 

• Mission: To enhance the wealth generating capability of the enterprise in a globalising environment, delivering
superior and sustainable stakeholder value. 

• Core Values: ITC's Core Values are aimed at developing a customer-focused, high-performance organisation
which creates value for all its stakeholders: Trusteeship, Customer Focus, Respect for people, Excellence,
Innovation & Nation orientation 


Recent News: 

1. ITC to go in new areas as part of diversification (11, Sep, 2017)
• FMCG major ITC will continue diversification into new areas with agri business set to play a key role, as part
of its 'India First' strategy under which it aims to create 10 million sustainable livelihoods by 2030, according
to company CEO and Executive Director Sanjiv Puri.
• Very soon, the company will start selling potatoes and onions as it tries to bring "one more commodity to
the market every few months", even as it is in the process of assembling a team for its foray into healthcare
sector.
 • Identifying agri business and value chains as key focus area, he said ITC is preparing for the next generation
of e- choupal, its rural Internet based network for farmers through which it procures agri and aquaculture
products.
• ITC's potatoes will have two unique offerings - one is going to be low sugar potato and other is going to be
anti-oxidant rich potato.
• The company has recently introduced frozen prawns and has plans to expand its sea foods portfolio.
• In hospitality, ITC, a youngest player in the segment, is investing to create 9 new hotels in India and one in
Sri Lanka.
2. ITC vision 2030: FMCG giant sets target of Rs 65,000 cr revenue from packaged foods biz (21, Sep, 2017)
• FMCG giant ITC, which derives 60 percent of its total revenue from cigarette business, has set an ambitious
internal target of achieving Rs 65,000 crore from packaged food by 2030 in order to reach the goal of
generating Rs 1 trillion revenue from non-cigarette business by that time, reports Mint.
• Currently, the company is the third largest packaged food company in India after Parle Products and
Britannia Industries with revenue from packaged food for FY17 crossing Rs 8,000 crore.
• ITC will have to grow at a compounded growth rate of 17.49 percent annually in foods business to achieve
the set target.
• The company sees an opportunity in dairy, mass-market chocolates and snacks to grow. Aashirvaad Atta
contributes the most with revenue of Rs 3,500 crore, followed by Sunfeast Biscuits at Rs 3,000 crore for the
packaged food business.
• The company reported total revenue of Rs 55001.69 crores with revenue from the cigarette business at Rs
34,001.98 crore for the financial year 2016-17 and the net profit of Rs 10,200.90 crore as per the filing with
the BSE.
3. 40 new hotels, 5,000 rooms: ITC strategy to strengthen hospitality business (17, Sep, 2017)
• It is working on opening 10 new hotels in the next three- and-half years under its ongoing expansion
programme across different verticals entailing overall investment of Rs 25,000 crore, ITC CEO & Executive
Director Sanjiv Puri said.
• These will include both company-owned as well as managed hotels, the official said without sharing a
timeline for all of the new properties to become operational.
• Sharing the roadmap for the hospitality vertical, Puri said: "Our whole premise in hotels is around having
an asset right strategy. So we have a mix of our own properties and managed properties.
• ITC's hotels business had posted consolidated revenue of Rs 1,414.39 crore 2016-17, up from Rs 1,357.43
crore in 2015- 16.

SWOT Analysis:
• ITC has a strong and experienced management

• Strong brand presence, excellent products advertising

• Diversified product and services portfolio which includes FMCG, Hotel chains, paper
Strengths & packaging and agri-business

• Over 6500 E-Choupal CSR activities and sustainability initiatives enhance ITC’s brand
image reaching over 4 million farmers

• ITC limited employees over 25,000 people

• Excellent research and development facilities
• ITC is still dependent on its tobacco revenues and people have cheaper substitutes
Weakness
and other brands


• Hotel industry has not been able to create a huge market share
• Tap rural markets and increase penetration in urban areas

Opportunities • Mergers and acquisitions to strengthen the brand

• Increasing purchasing power of people thereby increasing demand
• More publicity of hotel chains to increase market share
• Strict government regulations and policies regarding cigarettes

Threats • Intense and increasing competition amongst other FMCG companies and hotel
chains

• FDI in retail thereby allowing international brands

Selection Process:
No. of rounds: 3

Skills Tested: 1 GD + 2 Interviews: Marketing, Personals
Group Discussion: Case based discussion, where one had to apply basic marketing concepts learnt in first term. The
panel mostly looked at confidence of the candidate along with analytical skills.
Interview 1: The interview was a stress interview focused initially on personals followed by Why ITC? Why FMCG?
Why FMCG after working in smartphone industry (my previous work experience was in Samsung Research)? What
do you see as innovative in FMCG sector? What do you find lacking in existing soaps? What would you do, I were
to give you freedom to start a new soap line? Name any one product of ITC that is currently NOT doing well?
Interview 2: This was a chill interview. They tested my confidence and aggression. Mostly personals were asked.
Tell me something about yourself? Your dream in short? Do you prefer a job at HQ? Don't you think that a person
in HQ has no idea about ground level work or conditions therein? Which project do you want to work on? I answered
nothing in specific. Hence the next question - any specific sector? How do you think you can leverage your
electronics knowledge and technological experience for ITC? Can you name some of the online grocery portals?
Can you design an app all by yourself?

Contributed by: Aakansha (54th Batch), Akash Sah (53rd Batch)

JOHNSON & JOHNSON

Name Johnson & Johnson India
Industry FMCG
Key People Alex Gorsky(CEO JnJ Inc); Vikas Srivastava(MD-J&J Consumer-India); Sushibhan
Dasgupta, Managing Director, J&J (Medical) India & Vice President – Asia Pacific,
LifeScan
Headquarters New Brunswick, NJ, USA (World HQ)
History and Presence Founded in 1861 by Robert Wood Johnson; Entered India in 1947; Present across
60 countries with products available in 175+ countries
Revenue USD 71.3 billion
Divisions/Verticals Consumer(Beauty&PersonalCare-BPC);Pharmaceutical; Medical Devices &
Diagnostics
Values( shortened from We believe our first responsibility is to the doctors, nurses and patients, to mothers
Credo) and fathers and all others who use our products and services; we are responsible to
our employees, the men and women who work with us throughout the world; we
are responsible to the communities in which we live and work and to the world
community as well; our final responsibility is to our stockholders

Portfolio:

Product Categories Category Info Product Tagline Competitors
Dominant player in Because every
Baby care,75% MS; Johnson’s baby moment with Himalaya Herbal,
INR 5.7 bn, key lotion your little one Gentelle
focus is accessibility is precious
Baby Care to BOP consumers
(Strong growth in Johnson’s Baby Oil Love in a bottle Dabur Lal Tail
hair care,
wipes) Johnson’s Baby Himalaya gentle
No more tears
Shampoo baby shampoo
Ab waqt hai
INR 4 bn, key Stayfree; Stayfree badalne ka ; If it P&G’s
focus is multiple advanced-premium irritates you, Whisper(market
Women’s Health variants at different segment change it-for leader); SHE, Sofy
price points; MS of Stayfree Advanced
28% Know yourself,
Carefree Always, Kotex
know Carefree
Pfizer’s Corex,
Benadryl Cough “Khansi alag to upay
INR 4 bn Abbott’s
Syrup bhi”
(Respiratory & Phensydyl
OTC Analgesics) “Don’t let Dandruff
Nizoral (Anti rule your life”(not
Nizoral -
Dandruff Shampoo) advertised in India
media)
INR 1.1 bn Continuous Care;
(Growth backing Heals the wound Dettol Plasters,
Oral & Wound Care Band-Aid
on New launches fast heals the hurt Handyplast
in LISTERINE) faster
 Listerine fights bad
breath ; What
brushing starts,
Listerine Colgate Plax
Listerine finishes;
Kills germs that
cause bad breath
Clean, Clear and Ponds, Nivea,
Clean & Clear
INR 9 bn, Skincare Confident Himalaya
Beauty
segment #1 Dermatologist
Neutrogena Himalaya, Patanjali
Recommended

Focus & Challenges:
• Constant focus on educating customers. J&J makes investments to educate and train doctors and nurses.
For example, J&J established centres in Bombay, Chennai and Delhi for training OT staff in sutures and
medical equipment handling. These initiatives have resulted in augmenting the brand image of J&J
[source: ibef.org]
• 83% of the absolute gains over 2016-2021 are predicted to come from skin care and toiletries in India and
hence India is key prospective market in baby and child-specific products
• Double-digit growth is forecast for the India operations. India would be a key growth driver for J&J
worldwide.

Tylenol Rollback in 1982 and Johnson & Johnson- Dealing with Bad PR and taking Measures:
J&J was not responsible, conducted an immediate product recall from the entire country. Two months after the
product was removed, J&J decided to reintroduce Tylenol products containing a triple-seal tamper resistant
packaging. Market share had plunged from 37% to 7% due to the recall, but climbed back to 30% a year later.

Recent News:
• Johnson & Johnson Announces Partnership with CSIR-IMTECH to Develop Innovative New Tuberculosis
Treatments
• Johnson and Johnson India unveils enhanced paternity leave

Other News in Recent 5 years:
• In September 2015, the company announced that Johnson & Johnson is moving its U.S. buying business
back to J3, a J&J-dedicated unit of Interpublic Group of Cos' UM that currently handles planning.
• In May 2013, J&J’s license for its Mulund plant was revoked after it was found that they were using an
unauthorized process for sterilizing baby powder. Although a widely used practice, this process was not
registered with the local FDA. On Sept 19, 2013, the Bombay HC set aside the order, allowing J&J to
resume operations at the factory.
• Johnson & Johnson partnered with Goonj to launch “Share the language of love” campaign in 2012. The
national campaign encourages all mothers to put old, unused or extra baby items like clothes, toys,
books, etc. to better use by contributing them instead.

Selection Process:
Group Discussion/ Group Activity + Personal Interview
Concentrate more on Personals

Contributed by: Kavya Devarapalli (54th Batch), Akash Sah (53rd Batch)
RECKITT BENCKISER

Name Reckitt Benckiser Group PLC
Industry Consumer Goods
Founder 1814 (J&J Colman)
1823 (Benckiser)
1840 (Reckitt & Sons)
1938 (merger of Reckitt & Sons and J&J Colman)
1999 (merger of Reckitt & Colman and Benckiser)
Key People Founders – Johann Benckiser & Isaac Reckitt
Chairman – Adrian Bellamy
CEO – Rakesh Kapoor
Headquarters Slough, England, UK
Revenue 9.9 billion pounds
Divisions/Verticals Health, Home, Hygiene (Stepping into babycare with Mead Johnson)

Portfolio:
RB calls their brands as ‘Powerbrands’. RB has totally 20 powerbrands in Health, Hygiene and Home category.
These are as follows:
Product Categories Category Info Product Tagline/Product info Competitors
Indian OTC Strepsils Ab montu bolega Vicks ,Halls
(over the counter) Neoclate,
Nutramigen (New Infant Nutrition – For
Drug market is MyElecare
Acquisition MJN) allergies
$1800 Mn.
‘Burning? Take
Top OTC brands : Gaviscon’ - Heartburn
Gaviscon Gelusil , Ranitidine
Vicks, Revital and and indigestion
Dabur solution
Chyawanprash. Ponds, Loreal,
Clearasil Acne treatment cream
Health & Hygiene Vicco, Himalaya
‘Ek Khoobsurat Ehsaas’
Veet (Market
Body Hair Removal Ann French, Nair
Leader)
Household cleaner cream
market ( ‘FabFeet’ & ‘Great feet
Comprising of Scholl feeling’– Footcare Krack Cream, Nevo
surface cleaners, Products
disinfectants, Cuprofen,
washroom and ‘Targeted relief from
Nurofen Iburprofen,
kitchen polishes) is pain’
Solpadeine
 $239 million. RB is Cough and chest
Mucinex
market leader in congestion medicine
toilet cleaner with Dettol (ML) Be 100% sure Savlon, Lifebuoy
harpic (86%) Enfamil (New
Infant Nutrition Prolacta
Acquisition MJN)
‘Do the Rex’. Sexual Skore, Kamasutra,
Durex (ML )
Wellbeing. Moods
GoodKnight, All
Mortein Pest Control Prodcuts
out, Hit,Baygon
‘protects like mother’ –
Lysol Domex, Mr.Muscle
Disinfectant product
‘ready for Harpic
Harpic (ML) Domex, Sanifresh
Challenge?’
‘Dishes with finish’ –
Finish Dishwasher detergent Fortune, Cascade
category
‘Power to wow’- Home
Cillit Bang Shout, Oxyclean
cleaner
‘Brightening the air’ –
Airwick Odonil, ambipur
Room freshener
Home ‘Trust Pink – Forget Tide, Ghadi, Surf,
Vanish
stains’ , Stain Remover Rin , Ariel
‘Don’t take a chance,
Nature Clean,
Woolite trust woolite’ –
Quick works
Garment Protection
‘Washing Machine live
Kinetico, Sears,
Calgon longer with Calgon’ –
kenmore
Machine cleaner


Focus/Challenges:
• Sluggish growth in European and North American markets, growth focus in emergingmarket
• India should become the single biggest market in the next 3I5 years for Reckitt Benckiser in revenue.
• Leads in Hair removal, shoe polish, glass cleaners, floor cleaners and lavatory care
• Following the acquisition of Paras Pharma, RB is now betting vast on a medical portfolio, including OTC
brands and Durex condoms, as disposable income rises and consumers getsome more health conscious.
• The CEO of Reckitt Benckiser has viewed RB as focusing on Health before Home and Hygiene.
• The huge acquisition of Mead Johnson Nutrition and entry into infant nutrition thereby, is a huge challenge
due to the heavy investment and also infant nutrition is a very delicate category which required immense
care. One small mistake in one product can turn into a huge controversy.
• Talking about sex in public is a taboo in minds of the Indians. Hence getting rid of this deep rooted mindset
and running successful campaigns for durex on social media is another challenge ahead for RB.

Recent News:
• Former Mattel CEO Chris Sinclair set to replace long time Chairman of Reckitt Benckiser Adrian Bellamy.
https://www.ft.com/content/784d9acd-3be5-3861-a89c-f5a2c39ce991
• Reckit Benckiser’s $21.2 Bn acquisition of Mead Johnson Nutrition.
http://www.belfasttelegraph.co.uk/business/uk-world/uk-firms-acquisition-activity-on-the-up-with-
surge-in-overseas-takeovers-36102891.html

Selection Process:
• GD: Case based discussions on topics like pricing strategy for an anti-ageing cream and generating business
interest for a new hair care product. Reasons for failure of a soap brand and evaluating options for a retailer
to shelf a product are some of the other topics covered in the past.
 • Interview: Mostly personals, including nitty gritties of your resume. Standout qs include leadership,
achievement, weakness/criticism, one interesting Kotler topic, stance in GD etc.

Cues from this year’s RB PPT:
• Kindly read in depth about the acquisition. The brands which have come over to RB due to the acquisition.
During the PPT, they were really proud and excited about the acquisition. Can expect multiple questions in
the interview regarding MJN acquisition.
• Read about Banega Swach India, another campaign they were really proud of during the PPT. They even
asked few questions about BSI. Hence knowing about it in depth might come in handy during the interviews.
• They mentioned that Team work is something they would give more weightage – both during the time of
interview and also during the internship period. They call it ‘partnership’.

Nature of intern projects:
Last year’s intern project was about making healthcare a destination category in general stores across India. It
involved loads of travel, consumer research and some number crunching.

Contributed by: Mano Venkatesh Rajaselvan (54th Batch), Akash Sah (53rd Batch)
MONDELEZ INTERNATIONAL

Name Mondelez International

Industry FMCG
Irene Rosenfeld (Global CEO); Deepak Iyer (India MD); Siddhartha Mukherjee Executive Director,
Key people
Chocolate Category & media (India)
Headquarters Global- Deerfield, Massachusetts, US; India - Mumbai
Revenue Global – $26bn; India- 5411 cr INR
Divisions/Verticals Chocolate confectionary, Beverage, Biscuits, Candies, Gums

Portfolio:

Product Categories Category Info Product Tagline Competitors
“ShubhArambh”;
Cadbury Dairy Milk Kitkat, Munch,
“chocolate laddoo”
(CDM) CDM Milky Bar, Bar One
“Feels like a lot
Shots CDM Slik Galaxy, Nestle
more” “Silk outside
CDM Caramello Alpino
Worth Rs. 60bn. Caramello Inside
Chocolate Cadbury is ML in Bournville Mars, Roche Ferrero,
“Not so sweet”
Confectionary this segment Cadbury Fuse Chocolik, Rage Chocolate
with 65% share Nestle Barone, Snickers
5 Star & 5 star “Jo KhaayeKhoJaye”
Mars bar, Patanjali
chomp &“Faad ke Khao”
Superstar
“Kabhi bhi kaise Nestle Chitchat,
Perk
phi” Ryswick, Local Wafers
 “Gift like no one
Toblerone Cadbury else” Premium
Ferrero Rocher
Glow Gifting “Make the
moment Glow”
Complan, Boost,
Bournvita “Tayyari jeet ki”
Horlicks
Beverages Worth 1500 cr
“Aaja Rang De” “Isse Rasna, Frooti, Maaza,
Tang
jaldi se kha jao” Fanta, Glucon D
Worth Rs.
ITC Sunfeast, Britannia
13,000cr. Parle Oreo
Borbon & Treat,
is ML with 38% “Twist, Lick, Dunk!”
Biscuits Goodday Fresh Bake
share. Premium “Subah Ka Biscuit”
Cookies, Horlicks
biscuit market Bournvita Biscuit
Biscuit
worth 3600cr
Sugar Eclairs (now
“Dima maing chipke, Alpenlibe, Nestle
rebranded as
confectionary daaton mein nahi” eclairs
Choclairs)
market is worth
Candies “Thandi Saanska
Rs.2000 Cr Halls (ML) (shift Vicks, Strepsels,
Blast”
Alpenlibe to 1Re) Chlormint, Tic-tac,
“Surprisingly small.
(10% share) Halls XS (15 Rs) Chingles, Polo
Unreasonably Cool”
Big Babool, Wrigley’s
Worth Rs. 1200
Boomer (Happydent
Gums cr Perfetti is ML Bubbaloo bubble gum “Decision hai Gum ka”
Chlormint (chewing
with 64% share
gum category)

Focus/Challenges:
Cadbury India is set to invest Rs 1000 cr in phase one of the company’s largest chocolate manufacturing plant in Sri
City, Andhra Pradesh, the company’s largest APAC manufacturing.
Cadbury India saw a slowdown in 2012 when it saw the slowest growth in sales and profit in 6 years. Investment in
rural distribution, rupee devaluation and rising commodity prices are cited as reasons. Also, there has been an
increase in sale of low-margin candies, éclairs, toffees, and mints, as consumers traded down due to pressure on
household budgets

Challenges include large exposure to currency fluctuations due to cocoa imports and creating infrastructure in
hinterland. A new factory "Project Nilgiri" is being set up Sri City (Andhra Pradesh) which will be the biggest
chocolate factory in India.

Recent News:
• Cadbury Dairy Milk Maker Eyes India’s Hinterland To Expand Business
https://www.bloombergquint.com/business/2017/10/02/cadbury-dairy-milk-maker-eyes-indias-hinterland-
to-expand-business
• Mondelez Dodges Suit Over 'Hours Of Energy' Biscuit Labeling
https://www.law360.com/articles/968810/mondelez-dodges-suit-over-hours-of-energy-biscuit-labeling

Selection Process:
GD: Topics include STP of dark chocolate, what product category should Kraft enter India with, choosing a brand
ambassador for India market, and case involving market entry strategy.
Interview: Mix of personals and marketing fundae. Personals like define yourself, objectives in life,
strengths/weaknesses, why marketing etc. Marketing fundae like ad insights, knowledge of company brands &
Kotler basics.

Contributed by: Shivin Singh (53rd Batch), Akash Sah (53rd Batch)
PepsiCo

Name PepsiCo, India
Industry Beverage (Pepsi, Mountain Dew, Gatorade, 7UP, Aquafina, Duke’s, Mirinda,
Slice, Tropicana)
Food (Lay’s, Kurkure, Cheetos, Uncle Chipps, Quaker Oats, Lehar)
Key People Indra Nooyi (Chairperson and CEO, PepsiCo India)
Headquarters Purchase, New York, U.S.
Revenue $62.799 billion (2016) - 0.4% decrease over $63.056 billion (2015)
Main Competitors The Coca-Cola Company, ITC, Kraft Foods Group, The Kellogg Company,
ConAgra Foods., Nestlé, and other beverage, food and snack companies.

Portfolio:
Detailed Portfolio: (Page 17-25)
https://www.slideshare.net/rishuguptabls/final-report-51964796

Focus/Challenges:
PepsiCo India has embarked on a “3P” initiative, people, product and planet that binds it to consumers in a
purposeful way. The focus would be on delivering ‘transformation products’ by working with people within and by
caring for the larger good of the ecosystem. This, along with PepsiCo’s increased attention to grow potential for
healthy snack and drinks market will ensure PepsiCo’s presence in the global portfolio, where this segment is
expected to reach $6 billion in the next few years from $2.1 billion at present.
• Health consciousness amongst people can take a toll on its aerated drinks and snacks food markets
• Compliance with different government regulations and norms in different countries
• Inflation, economic slowdown and instability causes decline in the purchasing power of consumers
• Strong competition from other brands in each segment of its operation
Recent News:
• PepsiCo profit beats on demand for healthier snacks, drinks
https://www.cnbc.com/2017/04/26/pepsicos-quarterly-profit-surges.html
• The PepsiCo Foundation Gives $2 million To Help Communities In Mexico City And Puerto Rico Recover And
Rebuild
http://www.prnewswire.com/news-releases/the-pepsico-foundation-gives-2-millon-to-help-communities-in-
mexico-city-and-puerto-rico-recover-and-rebuild-300524359.html
• PepsiCo Focusing On The Healthy Snacks Business
https://www.forbes.com/sites/greatspeculations/2017/09/19/pepsico-focusing-on-the-healthy-snacks-
business/#30b25318567c

Selection Process:
• Round 1 – GD
• Round 2 – Personal Interview
§ Resume Based Questions
§ Basic marketing fundamentals (Porter’s five forces etc)
§ Why marketing? Why PepsiCo?
§ What should a good marketing campaign have? One marketing failure and assessment)

Contributed by: Tanvi Humane (54th Batch), Akash Sah (53rd Batch)
STAR INDIA PRIVATE LIMITED

Name Star India
Industry Media & Entertainment
Key People CEO Star India: Uday Shankar
President: Deepak Jacob
MD Star India: Sanjay Gupta
MD South: K Madhavan will spearhead the Southern empire of Star India
Amit Chopra, CEO of Entertainment,
Nitin Kukreja, CEO of sports
Ajit Mohan, CEO of digital
Vijay Singh, CEO of Fox Star Studios
Kevin Vaz CEO of South
Headquarters Mumbai
Revenue INR 10800 crore
Divisions/Verticals Entertainment, Sports, Digital, Southern regional-language markets and Movies

Portfolio:
Product Categories Category Info Product Tagline Competitors
includes drama and
movie channels
"Rishta Wahi Soch Zee TV, Sony, Colours,
Entertainment across national and Star plus
Nayi" SAB
regional channels in
Hindi, English,
 Bengali and Marathi “Bhulade Darr, Kuch
alag kar.”(Forget Fear,
Do Something
Star Bharat Different/भुला दे
डर,कुछ अलग कर)
Channel V “V Plays Music” MTV, Bindass
“!र#ता है तो उ*सव है ”
Sony Pal, Life OK, Zee
Star Utsav (With relationships Anmol,Rishtey
come celebrations)
SET MaxZee Cinema,
“Karo Dil Ki”
Star Gold B4U Movies, Cinema

TV
“Jo apne paas hai Filmy, Enterr 10, Wow
Movies Ok
wohi khaas hai” cinema
Zee Bangla, ETV
Star Jalsha “Let's Change”
Bangla, Sananda TV
“Aata Thambaycha
Nay!” ('आता थांबायचं Zee Marathi, Colours
Star Pravaha
Marathi, Zee Talkies
नाय!')
“Ahead with change,
Asianet
Ahead of others”
"Masthi Swalpa
Jaasthi" (Just a little TV9 Kannada, Zee
Star Suvarna
Southern regional- more entertainment, kannada, Udaya TV
language markets mischief)
“Edhilum Pudhumai
Star Vijay
Tamizhan Perumai”
“Same bonding ...
Star Maa
New Inspiration...”
Star Maa “మ"ీ$ .. మజ& .”( Masti

Music .. Maja…)
This Network has 12
channels which have
Sony TEN Sports, Neo
SD,HD and Star Sports
Sports “Believe” Sports, DD sports,
international Sports Network
Sony Six
Channel in English,
Hindi & Tamil
Hotstar, which
debuted in February
2015, has seen
phenomenal growth
and is changing Netflix, Eros Now,
Digital Hotstar “Go Solo”
consumption habits. ALTBalaji
Plans are afoot to
take Hotstar to the
rest of the world in a
few months
Fox Star Studios is a

movie production
Disney India, Dharama
and distribution Fox Star
Productions, UTV,
Movies company from India, Studios
EROS Viacom18, T-
a joint venture
series, Yash Raj Films
between U.S.
 based 20th Century
Fox, one of the
world’s largest
producers and
distributors of
motion pictures,
and STAR

Focus/Challenges:
• “The future of the broadcasting industry lies in digitisation,” commented Mr Sanjay Gupta, COO, STAR TV.
“With this world-leading initiative, STAR TV is opening the door to digital workflows, allowing us to more
effectively scale our business, embrace the migration to HD and increase our focus on non-linear platforms.
This is a great step forward, not just for STAR TV, but for the broadcasting industry, and we are proud to be
leading the charge.”
• Star India will look like as it aims for an operating profit of $500 million by FY18 and $1 billion by 2020.
• STAR sees a turnaround of the sports business by pushing sports programming into regional channels and
markets. To realize this vision, Star India has invested in a sports studio in Mumbai in the same building
that houses its headquarters.
• The recent World T20 had multiple commentary teams in different languages, creating regional language
feeds. In search of profitability, Star also wants a flotilla around cricket and to look beyond urban audiences.
That explains investments in different sports leagues like football, hockey and kabaddi. To garner a larger
viewership, kabaddi was also put on Star Gold. Star India has eight sports channels, with a clear focus on
separating the audience that wants English content from the one that Shankar is seeking out. "The focus is
to make sports available to a larger number of people, in local languages, Hindi as well as others," says the
CEO.

Recent News:
• Star India pays nearly Rs 82 crore to Maharashtra government for BCCI deal
http://economictimes.indiatimes.com/articleshow/60718863.cms?utm_source=contentofinterest&utm_
medium=text&utm_campaign=cppst
• Star India wins IPL media rights for Rs16,347.5 crore for 5 seasons
http://www.livemint.com/Sports/Y1ntXhFiTKzj0s2cojpaeK/Star-India-Sony-and-Reliance-Jio-among-top-
14-bidders-for-I.html
• Star India bets Rs 1,200 crore on its video streaming platform Hotstar
http://timesofindia.indiatimes.com/companies/star-india-bets-rs-1200-crore-on-its-video-streaming-
platform-hotstar/articleshow/60385538.cms
• Star India Launches Star BHARAT
http://businessworld.in/article/Star-India-Launches-Star-BHARAT/28-08-2017-124926/

Selection Process:
• Round -1: GD, Topics will vary from abstract to Current affair
• Round-2: PI, need to know about basic Marketing concepts and L1

Refrences:
• http://economictimes.indiatimes.com/industry/media/entertainment/media/how-uday-shankar-is-
planning-to-make-star-india-a-major-contributor-to-global-profits-of-the-murdochs-entertainment-
biz/articleshow/51857494.cms
• http://www.mbaskool.com/brandguide/media-and-entertainment/673-star-plus.html
• http://www.televisionpost.com/television/star-indias-new-organisational-structure-as-it-eyes-scale-up-
across-five-verticals/
• http://economictimes.indiatimes.com/industry/media/entertainment/media/star-india-to-expand-
sports-channel-in-5-regional-markets/articleshow/50953413.cms

Contributed by: Mayur Gavali (54th Batch), Akash Sah (53rd Batch)
L’Oreal

Name L’Oreal
Industry Cosmetics and Personal Care
Founder Eugène Schueller
Key People Jean Christophe Letellier MD, (India), Jean Paul Agon (Chairman and CEO)
Headquarters Mumbai (India); Clichy, Hauts-de-Seine, near Paris (Global)
Revenue 25.84 billion euros (2016)

Brief Description of the company:
L’Oréal, the world’s leading beauty company entered India in 1994. The Rs 2,100-crore India unit (2015), grew at
the rate of 18% in year 2014, reaches 500,000 retail outlets in the country. Today L’Oréal India is present in all
distribution channels with 15 brands. It employs over 1,600 people across four regional offices, including at its
two manufacturing facilities in Chakan (Pune) and in Baddi (Himachal Pradesh), its Research and Innovation
facilities, and at the headquarters in Mumbai.

Brands Overview:

Portfolio:
Product Category Products Tagline/USP STP Competitors
Women looking for
Because you’re beauty products
worth it. Upper class urban
women HUL, P&G, Marico,
Loreal Paris Ambassadors are
ITC
movie stars & Beauty products for
celebrities women as every
women is worth it
Mainly urban youth,
Hair gel – Extra styles your hair for a Brylcream,
strong hold long time with a Set Wet
strong hold
Deo - 48hr anti Upwardly mobile
Set Wet, Nivea, Axe
perspirant urban consumer
Consumer Products
Nivea, Ponds,
Division Garnier Affordable daily care
Face Wash Neutrogena,
face wash
Himalaya
Shampoo: No One High Income and
makes your hair middle income
stronger; Shampoo group of all ages; HUL, P&G, Marico,
+ Oil shortens hair fortifies your hair ITC
care routine, long and gives them
and strong hair shine
Maybe she's born
with it, maybe it's
Maybelline New Maybelline; large 15-35 age group at Revlon, Lakme,
York variety of makeup mass market Elle18
products at
competitive prices
Ralph Lauren Timeless, authentic Upper class

Fragrances style fragrances
Armani Fragrances Prestige Exquisite
Luxury Products "Are you alive?" Urban youth, pure
Fragrances with concentrate of
Diesel
"retro-modern" fragrances that
notes make you feel alive
Works in
partnership with
L'Oreal Professional Upper class men
L'oreal salons and and women willing Wella
Professional hairdressers (These to spend time and Professionals
products are sold money on grooming
Professional only at these
Products Division salons; eg. Enrich)
Products for
hairdressers; helps
them in improving Same as Loreal
Matrix
their skills with Professional
specialized training
Programs
 Luxury hair care
brand distributed Upper class women
through high end who want the
hair salons (Special absolute top notch
Kerastase Toni and Guy
Kerastase areas in treatment at a salon
some high end with the best people
salons, adds to the and products
appeal)
High tech Urban upper class
dermatological who actively seek
products for help from
primary/secondary dermatologists/skin
La Roche Posay
skin care and experts. Marketed
treatment; contains through these
Active Cosmetics
thermal spring experts and not in
water the mass market
Therapeutic Urban upper class;
skincare products products with rare
Vichy
that can prevent & minerals of
correct skin damage medicinal value
Upwardly mobile
urban consumer
Various skin Natural ingredients,
Body Shop looking for natural
Care products safe
products which
won't harm the skin

Focus/Challenges:

L’Oreal is very strong in the salon channels as well as higher end personal care products. It uses brand segmentation
to drive growth and operates strict brand segmentation across its portfolio to retain its exclusive brand identity.
For each of its brands L'Oréal maintains distinct retailing channels to keep its brand image intact. Its premium ranges
Lancôme and Yves Saint Laurent are marketed through department stores, and mid and lower tier mass brands
L'Oréal Paris and Garnier share the same retailing space in western markets but the distinctions are made on the
basis of price and product offerings. L'Oréal uses Garnier to penetrate low income consumers in emerging markets
whereas L'Oréal Paris is reserved for urban consumers. L’Oréal’s Garnier brand is a huge hit in India.
According to L'Oreal, the Indian beauty market presents significant opportunity for growth as beauty products still
have a lower penetration -approximately 50% of the Indian households use shampoo and close to 25% use skin
care products. The challenge is to capture significant growth in Tier II and Tier III Indian cities as L’Oreal products
still haven’t penetrated in the interiors, where competitors’ products in the same price range are doing well.
L'Oreal India MD, Jean-Christophe Letellier believes in building aspirations for the long-term. And India's fast-
growing beauty market is his playground. He said, “our Desire Now is to be More Affordable”.

L'Oreal's $1 Billion Revenue Target in India by 2020
L'Oreal's 2020 roadmap in India is to become a billion-dollar company in terms of revenues and this aim had
propelled the company to ramp up its research and innovation (R&I) activities in the country. According to L?Oreal
India Managing Director Jean-Christophe Letellier, the R&I centers in Mumbai and Bangalore are striving towards
sustainable innovation, in order to meet the company's target of reducing carbon emissions by 60% from its plants
and distribution centers by 2020. L'Oreal aims to make India one of its top five markets by the next few years
(currently India is among top 15). It aims to generate revenues to the tune of Rs 7,000 crore (~$1 billion) from India
by 2020.

L’Oreal’s Sharing Beauty with All – “Carbon Balanced” Ambition for 2020
L’Oreal India’s strong commitment to their 2020 road map includes a tangible assurance to pursue sustainable
growth in parallel with sustainable development. Currently, it sources Guar gum from Rajasthan in India, through
the Sustainable Guar Initiative run in partnership with the Solvay Group. Guar – one of the few species that can
cope with the local hydro-climatic conditions – is the only source of income for people living in a desert region that
is already very exposed to the consequences of climate change.

Awards and Recognitions:

1. L’Oréal India receives globally recognised EDGE Gender Equality Certification for the second time in a row
L’Oréal India receives the worldwide Economic Dividends for Gender Equality (EDGE) certification in recognition for
its commitment to achieving and sustaining gender equality in the workplace. L’Oréal India was awarded the
prestigious EDGE certificate for the first time in 2015, making it the only company in India to be accredited with the
EDGE MOVE Level second time in a row. EDGE MOVE is the second level certification awarded to the company that
has already implemented a framework for change, achieved significant milestones and further commits to sharpen
its action plan on gender equality policies and practices.

2. L’oréal named as one of the world’s most ethical companies by the Ethisphere Institute
L’Oréal has been recognized by the Ethisphere Institute, a global leader in defining and advancing the standards of
ethical business practices, as a 2016 World’s Most Ethical Company®. The World’s Most Ethical Companies
recognizes organizations who align principle with action, work tirelessly to make trust part of their corporate DNA,
and in doing so, shape future industry standards by introducing tomorrow’s best practices today. Being an honoree
for the seventh time underscores L’Oréal’s commitment to leading ethical business standards.

Recent News:

1) L’oreal will ramp up export opportunities from India
“With the growth of the company in India, L'Oreal is also planning to increase its export of products and technology
from India into the Southeast Asia and larger Asia Pacific region. India is a key hub for L'Oreal's South Asia-Pacific
region, which includes Australia, New Zealand, Cambodia, Indonesia, Singapore, Malaysia, Myanmar, India, and the
Philippines. Its North Asia region comprises of China, Japan, South Korea, and Taiwan.”
https://www.forbes.com/sites/greatspeculations/2015/10/20/why-is-loreal-increasing-its-focus-on-
india/2/#326cfa7427be

2) In smaller packs, L’Oreal sees big India growth
“French cosmetics and beauty major L’Oreal, which aims to add more than one billion new consumers globally over
the next decade, believes a significant contribution will come from India. The company has been focussing on
strategies to make its products more accessible and relevant for Indian consumers with customisation and launch
of smaller packs and sachets of its products in recent times.”
http://www.thehindubusinessline.com/companies/in-smaller-packs-loreal-sees-big-india-
growth/article8742137.ece

3) L'Oreal beats Lakme on e-store Nykaa
“A significant number of online cosmetics sales takes place on Nykaa. Data suggest that Maybelline New York and
L'Oreal Paris brands have together garnered, on an average, a monthly market share of about 43 per cent during
January to June this year, while Lakme's share stands at an average 25 per cent. On a stand-alone basis, Lakme is
still a leading cosmetics brand as Maybelline New York has an average monthly share of 28 per cent (January-June)
and L'Oreal Paris 15 per cent.”
http://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/LOreal-beats-
Lakme-on-e-store-Nykaa/articleshow/53147846.cms

4) L'Oreal to launch new hair care range
French cosmetics giant L'Oreal plans to launch hair care range made with natural ingredients in an effort to cash on
the growing popularity of Ayurvedic products in India. The new range under - Garnier Ultra Blends - will be spread
across shampoo, conditioners and oil and cream segment with India being the first market within Asia to witness
the launch.
"Patanjali is not a threat or trigger for the launch as aspiration for natural products is a global trend and not just in
India. We need more such players to develop the market and Garnier will help penetrate the market further," said
Jean-Christophe Letellier. While we have used global efficiency and expertise in hair care, the formula is crafted
and developed for India."
http://economictimes.indiatimes.com/industry/cons-products/fmcg/loreal-to-launch-new-hair-care-
range/articleshow/52765027.cms

5) Sustainable beauty: Here's how L’Oreal is large-hearted about being green
Kiehl's 'Recycle and Be Rewarded' program launched by L'Oreal, incentivises customers to bring back empty bottles.
For ever two they receive, they give receive one deluxe sample, six empties secures a lip balm and 10 a full sized
product.
The need of the hour is to transform the way evolved corporates do business to remain competitive and eco-
friendly. L'Oreal launched 'Sharing Beauty with All': transforming it's business model into a more sustainable one,
factoring in climate change, biodiversity loss, water shortage, poverty etc shares Jean-Christophe Letellier,
managing director, L'Oreal India.
The initiatives by L'Oreal include transparently sharing information on environmental and social impact of products,
assessing the footprint of every brand, raising consumer awareness, and making sustainable development more
desirable.
http://economictimes.indiatimes.com/magazines/brand-equity/sustainable-beauty-heres-how-loreal-is-large-
hearted-about-being-green/articleshow/52635856.cms

6) L’Oreal India enhances maternity leave to 26 weeks
“The business case of an enhanced maternity leave policy and other parental benefits is to retain high potential
talent, enhance productivity and make the company an attractive employer,” said Mohit James, director, human
resources, L’Oréal India. To help new mothers ease back into work, they can also avail of reduced work hours for
two continuous weeks immediately after resuming work, said James. The policy also entitles fathers to paid leave
of two weeks.
http://economictimes.indiatimes.com/jobs/loreal-india-enhances-maternity-leave-to-26-
weeks/articleshow/56881447.cms

Contributed by: Akash (54th Batch), Akash Sah (53rd Batch)

NESTLE

Name Nestle
Industry Food processing
Key People Founders: Henri Nestle, Charles Page, George Page
Chairman: Paul Bulcke
CEO: Ulf Mark Schneider
Headquarters Vaud, Switzerland
Revenue 89.46 billion CHF
Tag Line Good food good life

Portfolio:
Product Categories Product Tagline Competitors
Kitkat Have a break…Have a
Kit Kat Cadbury
Munch Munch Khao, apne Ferrero India
Manch pe aao Amul
Chocolates Eclairs Mars India Brand (Snickers, Galaxy,
Milky bar Milky way)
Polo Parle
Alpino
Bar One The mint with a hole
It all starts with a Bru, Starbucks
Beverages Nescafe and Nestea
Nescafe CCD
Amul
Nestle everyday
Milk and milk Kwality
Nestle slim
products Parag
Nestle Milk
Britannia
Maggie Noodles Top ramen
Prepared dishes and Maggie Pasta Bas do minute Foodles
cooking aides Maggie Sauce Taste bhi Health bhi Tasty treat
Maggie Cubes MTR


Focus/Challenges:
• The future for Nestlé's R&D is firmly set on the path of Nutrition, Health and Wellness. The innovations and
product renovations of the coming years will be driven by nutrition that is tailored to better meet the needs
to our consumers. These needs may be defined by our genes, the metabolites that our body creates or by
the way the brain perceives food. At the same time Nestlé R&D is committed to continuous improvement
in consumer insights, and translating these into innovative products and packaging to meet consumer
needs and preferences.

Recent News:
• Nestle Makes Billions Bottling Water It Pays Nearly Nothing For - https://goo.gl/hkseqp
• Nestle goes the ‘Milky’ way, brings down sugar content in milkybar by 10% - https://goo.gl/N9q4b8
• Nestle India launches Kit Kat Desert Delight first on bigbasket.com - https://goo.gl/HiWqCC
• Post maggi crisis: How Nestle India is stepping up its game - https://goo.gl/B6N6ZM
• Next from Nestle: A Sweet Offering - https://goo.gl/w6F9JM

Selection Process:
Skill tested: knowledge on marketing, communication
• Round 1: GD – general topic
• Round 2- Interview: Focused on personals, Why nestle, STP for nestle product, Family and background info



































Contributed by: Bijeta Singh (54th Batch), Akash Sah(53rd Batch)
MARICO

MD & CEO: Saugata Gupta
Values: Boundarilessness, Innovation, Opportunity Seeking, Bias for Action, Transparency and Openness,
Excellence, Consumer Centric, Global Outlook

Important News:
• The Economic Times - Marico Acquires 45% Stake in Zed Lifestyle - 18 March, 2017
• The Economic Times - Marico Sees Double Digit Growth for Next 4-5 Yrs - Apr 05, 2017
• The Hindu Business Line - Marico eyes e-commerce route for 10% of sales - May 08, 2017
• The Hindu Business Line - Marico eyes healthy in-between snacking segment - May 16, 2017
• GST good for economy, organized sector in long term - Jun 23, 2017

Why Marico?
• Freedom to Experiment (Challenge): Our flat organization structure is built on a culture of early
responsibility; you are given complete ownership of your business right from when you join. Here, you
question the paradigms, take calculated risks and push the boundaries of the task at hand.
• Freedom to Learn (Enrich): We believe that maximum learning happens on the job. So, we aim to expand
your knowledge curve with a steady job rotation system. As you go through the diverse roles, you learn
quicker and grow faster in your career. More than that, you will start thinking like an owner rather than an
employee.
• Freedom to Create One's Own Career Path: Our evaluation system is based not only on performance, but
also on potential. This is why we have the Personal Development Planning (PDP), which is different from
the Performance Management Process. Here, you create your own career path rather than follow a pre-
determined course, and thus, unlock the limitless possibilities of your true potential.

10 Years Performance at a Glance: http://marico.com/investorspdf/Performance_a_Glance.pdf

Portfolio:
1. Set Wet
Set Wet, a male grooming masterbrand, has always played to win. It revels in
changing norms, uncovering new ways to play and taking users on a journey
never to be forgotten. Set Wet is a brand with an agenda of making men feel
great again by bringing back confidence in them. Set Wet plays a key role by
standing by the man of today, showcasing the very best of him to boost his
confidence and self-esteem. The brand partners him in putting up a show to
gain admiration from peers and women in particular. So that the next time he
looks into the mirror, he sees a playful, joyful version of himself, smiling back at
him.
It champions the idea that the way to impress the modern woman lay not in
being regressive and stereotypical, but in enhancing and putting on display their innate playful, sexy, charming side
with a simple motto: 'It’s Not Sexy Till You Show It', or as we say 'Sada Sexy Raho.'

2. Parachute Coconut Oil
A market leader in its category and one of our oldest brands, Parachute Coconut Oil today stands for purity and
quality. Over the years, the brand has seen a lot of innovations in packaging, sizing and tamper-proofing. Parachute
enjoys enormous loyalty in urban, semi-urban and rural market.

3. Parachute Advansed
Parachute Advansed stands for care, nurturance and beauty, and tries to fulfil the needs of its myriad consumers
through various offerings in the portfolio spanning hair care.

4. Nihar Naturals
The Nihar Naturals portfolio today offers quality solutions for the needs of the progressive woman.Its portfolio
includes Nihar Naturals Coconut Hair Oil and Nihar Naturals Shanti Badam Amla Hair Oil.
5. Parachute Advansed Body Lotion
Parachute Advansed Body Lotion has been crafted with a breakthrough
formulation having 100% natural moisturizers working with a unique
product action of penetrating skin and strengthening the skin barrier from
within. At the same time, its light, non-sticky formulation is quickly
absorbed by your skin - keeping it soft, smooth and irresistible to touch.

Parachute Advansed Body Lotion is currently available in the following
variants:
• Parachute Advansed Soft Touch: It contains the goodness of
coconut milk that nourishes the skin making it soft and supple all
day long.
• Parachute Advansed Deep Nourish: A new variant that provides
extra nourishment for intense moisturization needs.
• Parachute Advansed Summer Fresh: Launched in 2012,
containing cool mint extracts, coconut milk and double
sunscreens – The perfect solution for all your summer skin needs.
• Parachute Advansed Butter Smooth: A body lotion with rich creamy formulation that is enriched with
coconut butter specially developed for harsh winters.

Parachute Summer Refresh Lotion Spray: It is a unique multi-dimensional ‘spray-on’ body lotion that quickly gets
absorbed into the skin, providing skin with instant relief from the summer heat. Its non-sticky formulation of cool
mint extracts and coconut milk instantly refreshes and cools down your skin. It also has double sunscreens that
protect the skin from harmful effects of the sun.

6. Saffola
Saffola is a health care brand which brings to you a range of everyday Heart Healthy Foods and Services that are
easy, effective and enjoyable so that they easily integrate into your lifestyle. For the last years, Saffolalife has been
creating awareness about heart health and inspiring people to heave a healthy lifestyle for a healthy heart. At
Saffola, we understand that each one of you have your own way in which you blend health into your lifestyle. We
encourage and applaud your actions to discover your own ways of being fit & heart- healthy, so that health becomes
not only a journey, but a sustainable part of your life.

7. Hair & Care
Hair & Care is youthful and contemporary, and is the teenage girl's choice as she takes her first steps into the adult
world. The brand currently has two offerings – Hair & Care Fruit Oils and Hair & Care Silk-n Shine leave-in
conditioner.

8. Livon
The Livon brand has 2 offerings - Livon Serum, Livon Hair Gain Tonic.

A. Livon Serum
Livon Silky Potion has changed. It’s now the next-gen Livon Serum with a new
ultra-light weight formulation. Designed for today’s women who do not believe
in compromising on their hair beauty or hair health, this product gives you
fabulous looking hair while protecting it from damage.
New Livon Serum is a hair essential for damage protection. It controls frizz,
eases out tangles and reduces breakage to give you silky, shiny hair. It is
designed to be so lightweight that you don't feel it at all once applied. This
mildly fragrant serum also has Vitamin E which nourishes the hair.
Key benefits
• Damage Protection: Controls frizz, Eases out tangles, Reduces breakage.
• Great hair texture: Makes hair silky and shiny.
• The new Livon Serum can be used on both just-shampooed damp hair as
well as dry hair during the day.

B. Livon Hair Gain Tonic
A product born out of advanced, ground breaking research on Indian hair, Livon Hair Gain Tonic is a solution that
not only addresses hair fall problems, but also helps in accelerating healthy hair growth. It is enriched with root
energisers, a breakthrough formulation that comprises hair re-growth molecules. Livon Hair Gain Tonic has a three-
way action on affected hair follicles:
• It penetrates to the root of the hair follicle and clears up the debris around it.
• It restores proper circulation of blood and nutrients to the hair follicle.
• It also prevents shrinking of the hair follicle and helps it grow in a healthy cycle

9. Nihar Naturals Uttam Coconut Oil
A 100% pure coconut oil from the house of Nihar, available in a modern packaging that keeps it pure till the last
drop.

10. Revive
Revive was launched in 1993 and is another Marico product that created a market
where none existed. Revive Powder gave consumers the convenience of an instant cold
water starch at home. In 2007, Revive Liquid was launched, which, unlike traditional
powders, leaves no patches on coloured clothes. Revive Liquid can also be used on
terry-cottons.
The brand is available as Revive Liquid and Revive Powder.

11. Mediker
Any mother with school-going children will understand and empathize with the pain
that children go through during lice removal – Mediker is the answer to this problem.
Launched in 1968, Mediker has become a household name that the nation trusts.
Mediker Anti-Lice Treatment has transformed lice removal into a painless activity,
replacing the traditionally painful lice comb with a wash-off format. Mediker contains
actives such as neem, camphor and sitaphal extracts.

Mediker is also available in an oil format for those who prefer using oil in their regular
regime. It contains coconut oil, in addition to neem and camphor. Mediker has been
clinically tested and proven to be completely safe to use, with no side-effects.

Contributed by: Pragyan Kumud Mukhopadhyay (54th Batch), Akash Sah (53rd Batch)


MARKETING
COMPENDIUM

Published By

The Marketing Club of IIM Calcutta

BRAND ANALYSIS








5 STAR

Parent Company Cadbury (Mondelez International)

Category Chocolates

Sector Food Products

Tagline/ Slogan Jo khaaye kho jaaye

Bar of chocolate that is hard outside with soft

USP
caramel nougat inside

PRODUCT PERSONALITY
• It is the second largest after Cadbury Dairy Milk with a market share of 14%.
• Cadbury 5 Star is a heritage brand which came to India in 1969.
• Cadbury 5 Star is a chocolate bar with caramel nougat inside. The bar is known for its unique taste and has been
a favourite brand of all chocolate lovers
• Over the years, this brand has established its brand element - golden colour firmly in the mind of the consumers.
• The brand has been re-launched more than 9 times in the last 15 years.
• More recently, to give consumers another reason to come into the Cadbury 5 Star fold, Cadbury 5 Star Crunchy
was launched.

STP ANALYSIS

Segment People looking to have a chocolate which is high in quality and

moderately priced

Target Group All age groups: Lower, middle and upper class people

Positioning A chocolate which takes you to a different world of dreams

THE REPOSITIONING OF BRAND

1970's: 5 Star was positioned on the basis of its taste. The brand had the tagline " Deliciously Rich, You'd hate to
share ".
1980's: Saw the brand highlighting its soft and chewy nature. During this period the brand also had the positioning
based on "Togetherness”. 5 Star had the campaign "Lingering taste of togetherness ".
1990's: Saw a major repositioning for the brand focusing on the energy factor. 5 Star was positioned as Energy bar.
The product had glucose hence gave instant dose of energy.
1994: The brand used the tagline " Reach out for stars " ,taking a cue from the name.
1997-1998: 5 star took the youth wagon and positioned on the two attributes: energy and youthfulness. The brand
had the tagline "Mera own energy zone"
1999: The brand came out with the tagline " Dil hai to josh hai " again positioning itself on the energy platform

In the millennium, the brand came out with a variant 5 Star Crunchy which had added rice crispies to make it
crunchier. The brand had the campaign with the voiceover "Arrey ".
The brand is being repositioned on the taste platform. The new campaign give the brand a new tagline " Jo Khaaye,
Kho Jayee" meaning " Lost in the taste of 5 star ".

5 star is on a 360 degree marketing campaign with added focus on digital media. The brand has a new website
lostin5star.com where the brand has tried to build a viral campaign. Along with the new campaign, a new variant
has been launched 5 Star Fruit and Nut. Like CDM, 5 Star is also targeting the youth market.
COMPETITION: The main competitors of the brand Mars, Nestle Barone.
The brand had faced lot of competition throughout its lifecycle. The competition was not from similar caramel
chocolates but from brands like Kitkat and Cadbury's own brands CDM and Perk. Another issue that the brand faced
was the price-value proposition. Cadbury had reduced the quantity of the brand drastically during 2000-2005 which
hurt the brand very much. Not only the bar was less filling, customers felt that it was too pricey.

SWOT ANALYSIS
Strengths Weakness
• Big brand name Cadburys • Food products have a limited shelf life
• Good advertising (Ramesh and Suresh) • Not too many flavor Options
• Excellent reach and distribution
• Distinct Taste
Opportunities Threats
• Untapped rural markets • Other branded and local chocolate manufacturers
• Better product packaging and preservation • Sweets as substitutes
• Leverage Cadburys successful brand • Imported Chocolates likes Mars and local threats
as BarOne

THUMS UP

Parent Company Coca-Cola
Category Beverage
Sector Food Products
Tagline/Slogan Taste the thunder
USP Strong, fizzy taste
Competitors Pepsi

Thums Up is a brand of cola in India. The logo is a red thums up. It was introduced in 1977 to offset the withdrawal
of The Coca-Cola Company from India. The brand was later bought by Coca-Cola who re-launched it in order to
compete against Pepsi.

HISTORY OF THUMS UP
• Initially focused on: Refreshment, Happiness
Tag line: “Happy days are here again”
Period: 1977 to early 1980s
• Then due to its strong taste it became
Tag line: “I want my thunder”
• Changed to
Tag line: “Taste the thunder”

BRAND TRACKING
Period Brand Emphasis Tag line
1977 to early 1980s Refreshment, Happiness Happy days are here again
Middle 1980s Masculine I am the thunder
Middle 1980s till 1993 Masculine, Brawn image Taste the thunder
1993 to 1995 Coke ignore the brand
1995- Masculine, Confident, Taste the thunder
Adventurous
Remarks: Used Thums up as a
flank brand
… Masculine, Playful, Humorous, Taste the thunder
Confident


DOVE
Dove is a personal care brand owned by Unilever. Dove follows umbrella branding where several products are sold
under the same brand name. Dove produces antiperspirants/deodorants, body washes, beauty bars,
lotions/moisturizers, hair care and facial care products. As of now 17 products are manufactured and sold in India
by dove. It is one of the over 1000 crores and fastest growing brand of HUL. Dove’s first product is a body cleansing
cream, which was launched in 1957. Dove bar was launched in 1995 which is the major constituent of HULs 60%
market share in Indian soap industry. Dove launched its hair care products in 2007, which is the fastest growing
shampoo in India. Dove’s whitening deodorant holds around 3% market share in India whose total worth is more
than 1500 crores. Dove has its presence in body lotions and face wash segments also, which are growing at a rate
of 20% annually.

STP ANALYSIS OF DOVE

SEGMENTATION
Dove segments the market on the basis of demographics and psychographics:
1. Demographic segmentation: Under this segmentation, it targets women of all ages (above 16). It mainly
focuses on urban and semi urban women who generally use beauty products and who are well aware about
beauty and care for their skin. It looks for women who have high purchasing power and belong to upper
middle class. Dove deodorants targets young women (18-35 years).
2. Psychographic segmentation: Under this, it focuses on women of all ages, body shapes and sizes. It tries
to change the psychology by making them realize that all women are beautiful through its ads. ‘You are
beautiful the way you are’ is the message it promotes and wants every woman to believe.

TARGETING
Dove targets women of all ages, shapes and color. It specially targets working women through its soap + moisturizer
product which saves time and money. It mainly focuses on high income groups. Its face wash, body lotions and
deodorant mainly targets young urban women with average purchasing power.

POSITIONING
Dove is known for its mildness and softness. Dove soap is positioned as a personal care beauty product, which is
called as a moisturizing bar. It is promoted through ‘It does not dry your skin like soap’ and it always brings out its
1/4th moisturizer content in its ads to relate the mildness. Dove deodorants are promoted through the ‘real
women’ campaign where it casted ‘real’ women in their ads and emphasized on the moral aspect of beauty and
self-confidence. Above all, it has positioned itself as a product which does not beautifies you but brings out the
beauty in you. People perceive it to be a premium product which is well justified through its quality.




















BRAND COMMUNICATION OVER TIME
Dove launched in its first product in 1957. Its first mode of promotion was newspapers. It was first advertised as a
cleansing cream. After 1960, it started its TV commercials by casting models using dove bars. Later it came up with
the ‘Dove face test’, where women used dove over one side of the face and other soap in the other side and felt
the dove side softer. Then women testimonials were used as commercials. Later in 2004, Dove launched its ‘real
women’ campaign, with a theme that ‘You are beautiful than you think’. Dark, fat and aged models were used in
their ads to promote that every women is beautiful, it ran its campaign through YouTube, TV and online promotions.
It relates its white color with purity and natural in its advertisements
Dove shampoo is promoted through women testimonials and clinical proofs. Dove whitening deodorant is
promoted through its capability to remove the darkness of under arms and women testimonials. All dove ads relate
its softness and mildness in one way or the other.

COMPETITORS
Dove’s major competitors are Lux, Vivel and Cinthol in soap industry. It is competed by Pantene and Loreal in hair
care segment. Himalayas, and ponds possess serious threats in face wash segment.

HERO
Hero MotoCorp Ltd. promotes the brand “Hero”. Previously known as Hero Honda Motors, the company was
formed as a joint venture between the Hero Group and Honda Motor Company in 1984. It is an Indian two wheeler
(motorcycle and scooter) and is among the largest two wheeler manufacturer in the world. In India, it garners a
market share of 46% share in 2-wheelers, has 3 manufacturing facilities with a capacity of 7 million 2-wheeler/year
and has a huge sales and service network in the country with 3000+ dealership and service points.

Hero brand offers a number of motorcycles in various ranges. Some of them are Karizma, Xtreme, Hunk, Impulse,
Achiever, Splendor, Passion, Pleasure, Maestro and Glamour. These brands are targeted to cater to all the customer
segments as is shown below:












Economy Segment – Example: Splendor Premium Segment – Example: Karizma

EVOLUTION OF THE BRAND

1980s: Introduced motorcycles popular for their fuel economy and low cost.
1990s: Launched advertising campaign based on the slogan 'Fill it – Shut it – Forget it' emphasizing on the
motorcycle's fuel efficiency.
2001: The company became the largest two-wheeler manufacturing company in India and globally.
2010: Demerger from the Honda Group which initiated new rounds of campaign to create a brand for the Hero
MotoCorp (away from the regular cycle brand that the Hero group was associated with).
2015: After its After its recent take-over of Avocet in the UK, India’s Hero Cycles continues its buying spree. The
latest to be bought is the home-grown premium bicycle brand Firefox.

CONSUMER PREFERENCE
The key factors a consumer considers before buying a bike are:
• Technology
• Price
 • After sale service / Maintenance cost
• Resale price
• Design/style/aesthetics
• Mileage
• Speed (Average/Top)

Hero utilized the abovementioned insights and many others to create a share in the mind of the consumers. The
following examples show how the insights shaped the brand:

Insight: Consumers needed value for money
Action: Hero consistently has kept its focus on innovation to provide better mileage, less maintenance and eco-
friendly bikes to the customers. It also introduced four stroke engines also to create value in the consumer’s mind.

Insight: Consumer preference shifted to trendy/stylish bikes
Action: Hero recognized this trend early and came up with wide variety of products ahead of its competitor like
Super Splendor, Glamour, CBZ, Karizma, Hunk, etc.

Insight: Consumer preference shifted from uncomfortable scooters to motorcycles
Action: Earlier scooters were perceived as durable and low maintenance vehicle. However, there was no innovation
in that space. Hero Honda which was a leader in that space continued the innovation and continually kept coming
with better design and technology in motorcycles. A great mileage and younger generation preference drive
motorcycles sales ahead. Hero

Honda’s move to introduce 4-stroke engines did wonders for it to compete against Bajaj’s market leading ‘Chetak’.











Insight: Females also wanted a two wheeler for them
Action: Traditionally, Hero was seen a masculine brand. However, recognizing that females also formed a
considerable target group, Hero had to change its positioning. It brought the slogan that “Why should boys have all
the fun” to change its image and target these consumers

PRODUCT: Hero has presence in all segments of Indian Motorcycle market. Of all its model, Splendor and Passion
garners the maximum share. In all the segments, Hero has time to time launched the upgrade for the customers
who needed more power and also a trustworthy brand. Hero has pioneered many innovations, some of which are
as follows:
• First 100 cc four stroke bike in India
• First 150 cc four stroke bike in India
• First 135 cc four stroke bike in India
• First 200 "plus" cc four stroke bike in India
• First "Fuel Injected" bike in India

PRICING: Traditionally, Hero has priced its bikes a little higher the same category bikes of its competitors, on the
pretext that it has high brand loyalty and hence can charge a premium. However, there have been certain
exceptions to this trend such as:
Karizma was initially launched at a price of Rs.82K but it saw a reduction of 13K thereafter to capture the market
CBZ’s price was reduced by 4K within 2 months of its launch
CD Dawn, which replaced Joy, was launched at a considerably lower price


PROMOTIONS:

1993-2000
Promotion Message: Fuel Efficient Bike, “Fill It, Shut It, Forget It”
Rationale/Detail: During this time, consumers were mainly focused on economy factor. A fuel efficient bike targeted
this concern of the consumers very well.

2000-2010
Promotion Message: Indianness, ‘Desh ki Dhadkan’, ‘Dhak Dhak Go’
Rationale/Detail: The company wanted to show its mass appeal and also celebrate its achievement of being the
World’s number 1 two wheeler company.

2010-2011
Promotion Message: Fuel Efficiency
Rationale/Details: Hero had to return to this message as it had to keep its market share in the economy segment
bikes where Hero had the largest share. Its competitors were coming up with various models during the period.

2011- 2014
Promotion Message: Hum mein hai Hero, Unleash the hero
Rationale/Details: Hero MotorCorp needed to invest heavily on the brand ‘Hero’ after its demerger with Honda.
The company roped in A.R. Rehman as the music composer for the campaign and targeted the Indian consumers
by putting unity as the theme.


PLACE: The company has follows a model of two levels of contacts with the dealers. Contact with showroom
owners: Every year owners of all dealerships/showrooms meet at Delhi with company top reps and discuss on
company initiatives on training, sales, and strategies for the market. Contact with showroom managers: Every
quarter, these people from one region meet at a forum in presence of zonal reps from Hero Honda where they
discuss customer feedback, sales targets, etc. The company also appoints a Service Engineer for each zone who
keeps in touch with the technicians of the dealers within the zone for technical support.

POSITIONING:

FILL IT, SHUT IT, FORGET IT
Hero Honda, prior to converting to Hero MotoCorp, launched CD100, Sleek, Street between 1984 to 1994. The two
wheeler market was then dominated by Scooters and was looked down on motorbikes. Hero Honda ran a marketing
campaign of ‘FILL IT, SHUT IT, FORGET IT’ to promote its ‘Efficient Engine’. Brand was looked upon as a producer
of economic driven product i.e. bikes with good mileage. The brand, in this period, targeted to capture the rural
market. With the launch of CD 100 & CD100SS, when competitive products were mostly scooters positioned as
convenient and affordable Hero Honda promoted its bike as ‘tough and rugged’.

DESH KI DHADKAN
As Hero Honda became market leader, it positioned itself as ‘Heart of the Nation’ i.e. Desh Ki Dhadkan. The brand
was considered trustworthy, safe, and efficient in product and services. The Major contributor to its success was
the launch of bike like Splendor, CD Dawn, CD Deluxe for middle segment people. In the Mid-Nineties, Hero
Splendor was launched. The bike sales was at peak for years. This brand not only was affordable, but was
considered to be best in its class in terms of fuel efficiency, conformability, and safe. The Other product like CD
Dawn and CD Deluxe, which was targeted for the economy segment were positioned at affordable price. CD Dawn
was proposition as value for money & fuel efficient bike, while CD Deluxe was style and true value for 100cc
motorbike.

DESH KI DHADKAN…DHAK…DHAK…GO…
In the course of time, the market share of Hero Honda was decreasing with increasing competition from Bajaj. Hero
Honda tried to emotionally touch lives of common man with its market campaign of ‘Dhak Dhak Go’. This was done
because Hero Honda is primarily doing well in the executive class bikes and competitors like Bajaj were coming up
with products in that segment. So in order to keep their market in tact in that segment, Hero Honda decided to
continue it’s ‘Desh ki Dhadkan’ Spirit, which celebrated 25 years.

‘HUM ME HAI HERO’
Hero MotoCorp, after Hero Group moved from Joint Venture with Honda Company, aspired Indian consumer by
aspects of unity and hero within the people. The campaign featured music by Oscar winning Music Director A.R
Rehman which revamped its then existing positioning of Indian-ness to aspiration of being a hero in life.

UNLEASH ‘THE HERO’ WITHIN
With bikes like Karishma ZMR, Xtreme, Hunk, and upcoming bikes like Hastur, the brand aims to get into premium
segment with speed, performance, and latest technology as its attribute. Taking into consideration the growing
target segment, the brand has repositioned itself in unleashing the hero within us, to unleash our dream, and to
unleash our freedom.

ROLE OF ADVERTISEMENT: TV advertisement contributed hugely in communicating brand proposition to its target
customer. Over the years, brand has provoked trustworthiness, safety, style, fuel efficiency, Heart of the nation,
and recently adventure spirit. Advertisement had a significant role in conveying these values to consumers. The
whole aspects in Hero MotoCorp’s Advertisement has always been to evoke the emotional aspects of consumer
and bring a positive change in their life and in the process, building the brand that Hero MotoCorps stands as of
today.

GILLETE

MARKET SCENARIO
P&G currently holds 26.5% value share of the Men’s Grooming Market with the Gillette brand. The product portfolio
includes Razors, Shaving gel and Foam and Skin care. The Men’s Shaving is an INR 24 billion market, according to
Euromonitor International in 2013. Gillette Mach3 has a 14% value share in the Men’s razors and blades as of 2013.
The Men’s shaving category is expected to grow at9.4% CAGR in 2013-18 with the pre-shave portfolio expected to
grow at 9.4% CAGR. Razor and blades is account for 70% in the Men’s shaving portfolio globally.

GILLETTE BRAND ANALYSIS
Winning in Indian Market: Gillette Guard and shave India + the WALS program

Shave India:
Gillette launched Shave India campaign in 2009 to support the launch of Mach3. It created a platform ‘India
Votes…to shave or not’ to support the campaign. The campaign included endorsement of two Bollywood actress,
world record setting for 2000 males shaved simultaneously, social media and infomercials.

WALS program:
The shave India campaign was extended further in 2010 to Women against Lazy Stubbles program. The program
was to encourage the young trendy men of India’s cities to shave more often, and to shed the prevailing “unshaven
look” that was endorsed by virtually every sports star, actor and role model in India. This program includes opinion
polls, advertisements and video clips where female celebrities condemned stubbles.

Gillette guard:
Gillette alter the Vector razor available in American market and tested the product successfully with Indian students
in MIT, Boston. The product didn’t perform as expected in the Indian market since they didn’t counter the factor of
water availability.
So Gillette send their R&D team to do ethnographic study in India and designed a product suitable for India. There
observations about an Indian shaver are he was typically far more price-sensitive, shaved himself in a completely
different way — seated on the floor, minimal water usage, balancing a hand-held mirror in low light and
experienced frequent nicks and cuts from his double-edged razor. Some highlights about the product designed are
large safety comb to reduce nicks and cuts and easy-rinse cartridges


FRAMING THE SUBCATEGORY TO BUILD BRANDS:
Framing is aiming to the way people perceive, discuss and feel about a subcategory and as such changing people’s
buying behaviour and making other brands irrelevant. Gillette build its brand in India by winning against these two
sub categories:
• Men shaved only once a week and sporting the stubble look
• Premium brand fighting against double edged razors without complete penetration in the market

BRAND COMMUNICATIONS:
Gillette’s promotion is majorly focused on the Razors and blades in all marketing campaigns. Gillette uses insights
gained from AC Nielsen’s Research and develops the campaigns around the findings of the research. Given below
are few examples of the insights:
• 72% of women found the act of shaving their men sexy – Shave sutra campaign
• 77% of women preferred their husbands to be clean-shaven – Women Against Lazy Stubble (WALS)
• 79% of men and women agreed that girls would prefer to sit next to a clean-shaven guy in her class – No
shave- No Lipstick Movement
The campaigns are designed to include huge public involvements with elements like opinion polls, discussion
forums and mass public event usually involving simultaneous shaving by large number of people or by celebrities.
Gillette also measures its campaign success by amount of earned media i.e. free media coverages of the campaigns.

RECENT ACTIVITIES:
Gillette has recently announced Deepika Padukone as its new brand ambassador (Sep 2015). Gillette launched a
selfie contest on Father’s day (June 2014). Participants are requested to upload a foamed selfie of themselves with
their father. Also it roped in its brand ambassador Rahul Dravid to thank his father for being a role model. Soldier
for Women campaign ran in 2013 calling out to all the men who embrace the values of the solider by standing up
for women. In the recent social media activities Gillette is encouraging online purchase of Shaving products from
Flipkart.

PRODUCT LAUNCHES:
New product launches are done in the shave prep and after shaving. The New Gillette Series offering restructures
the portfolio to deliver relevant product benefits in each category: Skin benefit for Shave Preps and After Shave
Gels and Fragrance for Splash and Deodorants. Gillette also faces intense competition against the backdrop of
growth of electric shavers in India. Gillette has lunched Fusion ProGlide power which is a battery powered razor
but it has no current offerings in electrically charged shavers.























MARKETING
COMPENDIUM

Published By

The Marketing Club of IIM Calcutta

COMPANY ANALYSIS








NESTLE

ABOUT THE COMPANY
Nestlé is the world's leading Nutrition, Health and Wellness company. Their mission "Good Food, Good Life" aims to
provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and
eating occasions, from morning to night. The Company was founded in 1866 by Henri Nestlé in Vevey, Switzerland, where
it is still headquartered.

PRODUCTS

1. Chocolates – Nestle offers many popular chocolate products including Nestle Kitkat, Munch, Milky bar, Eclairs
and Polo. The recently introduced Alpino is targeting the gifting segment in response to various chocolates like
Dairy milk and Bournville by Cadbury. The chocolates segment of Nestle is a star, where the competition is high and
the expense is high but at the same time the market size is huge as well.
2. Beverages – One of the most known coffee brands Nescafe, belongs to the house of Nestle and is one of the
cash cows for Nestle. Looking at the popularity of tea in India, Nestle also launched Nestea.
3. Milk and Milk products – Nestle everyday, Nestle slim and Nestle Milk maid are some of the milk and milk based
products from the house of Nestle.
4. Prepared dishes and cooking aides – Nestle has a fourth category of products which comes into prepared dishes
and cooking aides. The major cash cow of Nestle, Maggi Noodles, lies in this segment. Nestle has further expanded
the Maggi brand to create an umbrella of different products like Maggi pasta, Maggi sauce, Maggi cubes etc. The
maggi range contributes vastly to the bottom line of Nestle.

DISTRIBUTION
Nestle regularly introduces trade discounts and various tactics to keep the channel motivated. The major challenge
is in the distribution of Maggi which is the most in-demand product along with Nescafe. Due to these two products,
Nestle is able to drive other products in the market as well. Thus, on purchase of one weak product, the distributor
might get a discount on the stronger product or vice versa.

PROMOTIONS
The widely known Nescafe tune was one of their best advertising campaigns and was launched more than two
decades back. It brought Nescafe strongly in the market.
Nestle’s brand was also pushed by the excellent product quality of Maggi and the witty and innovative campaigns
of Maggi. Where Nescafe focuses on value and the good things in life, Maggi focuses on moments you had with
your Maggi. The recent campaign was completely focused on your maggi story, where people had to come out with
various innovative ways that they had their maggi.
Kitkat’s tagline “Have a break have a kitkat” has been hugely successful. Kitkat’s website is innovative and shows
nothing but asks the visitor to take a break and have a Kitkat.

AMUL

Amul is an Indian dairy co-operative, based at Anand, in the state of Gujarat, India. Formed in 1946, it is a brand
managed by a co-operative body, which is jointly managed by 3 million milk producers in Gujarat. Amul spurred
India’s White Revolution, which made the country the world’s largest producer of milk and milk products.

BRANDING AND PROMOTIONS:
The Amul mascot is a cute and chubby little girl dressed in a red polka dot dress. Both the mascot and Amul’s tagline
and jingle “Utterly, Butterly Delicious..Amul” are universally recognized in India. While most brands try to rope in
celebrities for endorsements, Amul has stuck to their mascot. Their marketing strategy involves a series of
hoardings with witty one-liners relating present day issues with Amul butter. This has helped it build a huge brand
recall for itself. This hugely successful campaign, brainchild of Sylvester daCunha, has been running for the past 50
years and has found a place in the Guinness Book of World Records.
Their television commercials, on the other hand, usually depict how Amul has empowered the lives of rural women
and made them self-sufficient with its co-operative movement. Other ads show how Amul’s diverse range of
products has enriched lives, positioning Amul as every household’s first choice.

Apart from this, Amul uses the tagline “The Taste of India” for all its products. This has managed to successfully
establish a connection with every Indian, and acts as an emotional benefit for the brand, apart from the rational
one offering high quality products.

SEGMENTATION AND TARGETING:
Amul has a diverse product line-up which caters to a wide range of consumer segments. For example, products like
Amul Milk, butter and Masti dahi are targeted at households, while Amul Kool is targeted primarily at youngsters.

POSITIONING:
Amul is a mass market player targeting both urban and rural households. It doesn’t have any premium offerings.
Its Unique Selling Proposition is high quality products at affordable prices. Also, it benefits from the goodwill
generated from its Co-operative movement which has successfully transformed the lives of rural women. It has
positioned itself as an Indian co-operative dairy model which produces hygienic products from pure milk.

BRANDING STRATEGY:
Amul has used the umbrella branding strategy, with a common name for most of their products. Their
advertisements also show various Amul products in a single TVC.

PRODUCT LINE-UP:
Amul’s product range includes milk powder, butter, ghee, cheese, yoghurt, flavoured milk etc. Latest products
include Amul Pro, a brown beverage which is a health drink, India’s first sports drink, Stamina, in 2006, and Kool
Koko, chocolate milk in 2007.

Indigo

Indian aviation sector has witnessed a remarkable growth story in the last decade with robust growth in passenger
and cargo traffic, huge jump in the number of aircrafts operating in the country and various metro and non-metro
airports and much more. The aviation sector is enjoying a steady growth. Passenger output rose to 144 million in
FY 2011 from 73 million in FY 2006, as per a joint study by FICCI Air transport in India today supports 56.6 million
jobs and produces over US$ 2.2 trillion of the global gross domestic product (GDP). Air passenger traffic is also
increasing at a healthy rate, a development driven by modern facilities and infrastructure.
IndiGo was set up in early 2006 by Rahul Bhatia of InterGlobe Enterprises and Rakesh S Gangwal, a United States-
based NRI. Growing at a much faster pace than others, IndiGo took the market leader position by displacing Jet
Airways in 2012. Headquartered at Gurgaon, it is a low cost carrier and the largest airline in India with a market
share of 30.7% as of May 2014.


MARKETING STRATEGY
Best on-time performance: IndiGo offers a better product than its competitors gaining a competitive advantage for
itself. Its performance matches its claim of being ‘on-time, every time’.
Hassle-free travel experience: IndiGo tries to provide as many facilities to customers to provide a hassle-free travel
experience. The ease in cancellation service and queue-busters (hand-held devices which provide boarding passes
on spot) fasten the check-in process.
Lowest cancellation rates among competitors: IndiGo charges the lowest rates of flight cancellation compared to
its competitors. SpiceJet, on the other hand, tries to shift the customers to some other flight in case of a low turnout.
However, IndiGo does not have a policy where it cancels flights due to less load-factor, earning more satisfied
customers in turn. Maximum number of flights: Though IndiGo connects lesser number of cities, it has more number
of flights flying to those cities and hence higher frequency on the route compared to other operators.

POSITIONING
Differentiated product: IndiGo provides a differentiated product, in terms of add-on services. IndiGo is the only
low-cost airline, which has tie-ups with hotels offering packages to travellers. The airline came up with the concept
of stair lifts at all airports for ease of boarding the aircraft for differently-abled passengers. IndiGo has been using
these ramps for years now and is the only airline in the world that is doing so for all its flights. This shows that
IndiGo goes an extra mile to give comfort to its customers. Avail first mover advantage: IndiGo has always availed
first mover advantage in the market. An example here is of the sickness bags on which IndiGo started writing, “Get
Well Soon”, to give a personal touch to the service. Jet Airways followed the suite. IndiGo was also a pioneer in
introduction of extra services for customers such as webcheck-in which was followed by other airlines like SpiceJet
later on.

BRAND COMMUNICATION WITH TIME (BRAND HISTORY):
IndiGo has worked with the agency ‘Weiden+Kennedy’ (W+K) to build its image of a cool, youthful and relaxed
airline. Churning out creative advertisements as mentioned on W+K’s website, their aim was “To design packaging
for the updated 2011 in-flight menu for IndiGo, India's coolest low-cost airline.” Special and catchy packaging of in-
flight snacks has become very popular with the customers who end up carrying the boxes home. For example,
IndiGo’s sandwich boxes called ‘airwich’ feature interesting stories and fun illustrations that are fun to read.
The airline's first TV commercial in 2009 emphasized on how IndiGo made travel easier for even the first time
travellers. It was targeted at the Indian middle class. The ad has animated characters depicting the typical story of
an Indian traveller and how IndiGo makes that travel easier. This focus on customer experience was what
emphasized in the earlier stages of their campaign.
As IndiGo picked up since 2009, the focus of advertisements shifted. Though customer experience was still the
priority, services like the availability of a boarding ramp instead of a staircase, packaging of inflight snacks and
design of safety instruction card were portrayed as the differentiating factors. IndiGo hit the right button by
focusing on the customer touch points and hence communicating the high standard of service directly to the
customers.

The next stage was a crucial yet brilliant change in strategy to emphasize ”on-time performance”.
This was a shift from addressing the middle class travellers to the corporate travellers.

One of IndiGo's most popular TV commercials came in 2010. It featured a musical-style depiction of how efficient
operational processes makes the passengers reach their destination on-time. Also the message of affordable fares,
courteous staff and hassle free experience remains intact. This ad was an instant hit. In the same period, IndiGo
also extended its fleet of aircrafts and advertised the introduction of more flights to metro cities and improved
frequency. This move was perceived as value to the business traveller.

As a result, by Dec 2012, IndiGo became the most preferred carrier among the leisure as well as the corporate
travellers. By 2011, IndiGo started international operations. The advertisements mainly focused on how IndiGo
provided hassle free airport and inflight service. The TV commercial launched in 2011 was another creative piece
of work – a first of its kind ‘runway musical’, which beautifully highlights IndiGo’s core value proposition of hassle-
free service and on time service while announcing the commencement of international operations.





























MARKETING
COMPENDIUM

Published By

The Marketing Club of IIM Calcutta

MARKETING CONCEPTS








SOCIAL MEDIA MARKETING

What is Social Media?
“A category of sites that is based on user participation and user-generated content. They include social networking
sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, and
other sites that are centred on user interaction.” - searchenginewatch.com/define
It’s not that simple. We need to first understand media channels.

Types of Media: Analogue and Digital
Analogue: Television, Radio, Print, Outdoor (Billboards etc), Retail, Cinema
Digital equivalents: Television (Netflix, Amazon Prime, HBO Go, Starsports.com), Radio (iTunes), Print (ePapers,
News Websites), Outdoor (Online ads and banners), Retail (Flipkart, Ebay), Cinema (YouTube) Social Media is
therefore, a networked function of Analogue and Digital Media mostly, but can include any content on the web.

Brand Behaviour: There is no ‘digital marketing strategy’. There is only a marketing strategy tailored to fit into the
digital world. Using Social Media, brands should build stories, and engage few users very actively, as opposed to
engaging many users passively.

“IF SOCIETY IS READY TO EMBRACE A TREND, ALMOST ANYONE CAN START ONE…AND IF IT ISN’T, ALMOST NO ONE
CAN’’-Duncan J Watts on Mass Marketing

“HIT PRODUCTS MONOPOLIZE LIGHT CONSUMERS…AND POPULAR PRODUCTS ARE APPRECIATED MORE. THE LONG
TAIL HELPS TO SATISFY THE APPETITE OF HEAVY USERS”-Willian McPhee on Mass Marketing

“THERE ARE PEOPLE WHO ARE MORE INFLUENTIAL THAN OTHERS AND THEY ARE DISPROPORTIONATELY
IMPORTANT IN GETTING A TREND GOING”-Malcolm Gladwell on Niche Marketing

“THE FUTURE OF BUSINESS IS SELLING LESS FOR MORE. CONSUMERS VALUE NICHE PRODUCTS GEARED TO THEIR
PARTICULAR INTERESTS MORE THAN THEY VALUE PRODUCTS DESIGNED FOR MASS APPEAL”- Chris Anderson on
Niche Marketing

Social Media marketing thrives on human interaction. Stories are told, retold, accepted, shared and imitated.
Brands should create stories worth sharing. Campaigns, Lectures and Indulgences will not work on Social Media.
Mass Media is controlled by brands. Social Media is controlled by consumers.

"Sharing information is something we're biased to do and to like doing".
“Social media? It’s just people talking to people” - Clay Shirky

“I tell my friends about your brand not because
I like your brand but because I like my friends.”- Mike Arauz, Undercurrent

For Social Media, there is no ‘Target Audience’. There are only communities. Audiences see themselves as informed.
Communities see themselves as empowered. Crucial difference. The brand and community should be on the same
side of everything-values, behaviour, thought etc.

“There’s an amazing difference between building an audience and building a community. An audience will watch
you fall on a sword. A community will fall on a sword for you.”-Chris Borgan, Trust Events

Eg: Ebay found that its users who are a part of its online communities, spend 54% more than those that weren’t.
The most fundamental form of an online community is a Facebook group/page.

Examples of Great Social Media Campaigns:
Axe: The Mating Game
Cadbury Bournville: Not so sweet BMW: Story of Joy

Social Media impact is measured through: Engagement, Influence, Advocacy, Sales, Search Results, Content,
Insight into the brand, Support, Credibility and Loyalty. All of this is measured using analytics software like Sprout
Social and TweetDeck.

“Marketers should get comfortable with consumers messing with their brand.”
“The best marketers are realizing this is a foregone conclusion," he said. "We're really encouraging our clients to
participate.” -Jeff Hicks, CEO CP+B

Marketing Through Media
Marketing through media hinges mainly on the communication. Communication strategy consists of two
components:











Media Strategy Essentials









Important Media Terms and Trade-Offs

Reach: The total number of different people who are exposed to a message
Frequency: The average number of times the target audience was exposed to a message in any medium
• Smaller Audience More Times = Frequency increases, Reach decreases
• Bigger Audience Lesser Times = Reach increases, Frequency decreases
• Optimal Reach x Optimal Frequency = Optimal Result
Consumer Classification in the Media
Consumers in India, especially in the media, are classified based on ownership. Their product ownership status
determines what SEC system they fall under. The ownership parameters used, in increasing order are:
Electricity-Fan-Pressure Cooker-Colour TV-Utensil Cleaner-Two Wheeler-Refrigerator-Kitchen Sink-Dining Table-Air
Conditioner
The most basic category i.e. those having only electricity are classified as E1, then there is D2, D1, C2, C1, B2, B1,
A3, A2 and the highest category where the consumer owns all these items is A1.












Indian Media and Entertainment Industry























Medium Wise Reach




















Salient Features of the Indian TV Industry
• TV still the biggest medium in India
• Women controlling remote
• Diminishing role & importance of DD
• Old format television sets making way for new
• Technology based innovations
• Digitization of television
• Interest of international media houses in India
• Mergers and acquisitions spree (Star owned by Fox Network)


BLOG MARKETING & DESIGNING A SOCIAL MEDIA CAMPAIGN

Before we analyse the social media campaigns we need to understand the channel from which most of these
campaigns are run from. That is the social media channel from which the companies use as a home hub to launch,
monitor and control their campaigns. The possible channels in social media marketing are.

Normally in social media marketing people tend to go to Facebooks, twitters & Instagram’s as a preferred digital
home for their marketing activities. But a well-informed digital marketer would consider Blog as the single most
important social media channel for the following benefits:
• Constant link building helps to gain visibility in Google indexes – Increase in SEO value Valued as social sharing
resource from which other social media can link and share
• Soft sell with supporting content that goes with your product sells
• Deep topical links to specific articles/other content outside the prominent landing pages RSS distribution/email
subscriptions to keep in constant touch with your customers
• Feedback from conversation with customers.

According to Hubspot the following benefits were noted for the companies who have blogs in addition to their
regular websites against the companies who don’t have any:
• 55% more visitors
• 97% more inbound links
• 434% more indexed pages
• 67% more leads

The blogs can be for multiple purposes:
• Educate: how to blogs to educate customers about your products
• Motivate: Pushing the customers through the purchase cycle through various activities inside the blog
• Congregate: To connect people with similar interests with each other and to your brand.

So before designing any social media campaign blogs should be readied to handle to the marketing activities. Then
what is the use Facebook and twitter then? Imagine the blog as your home and these social networks as the
windows to that home. Keep the content in the blogs but advertise them on these networks. Consumers should be
driven towards the blog for accessing your content.

Listed below are the some of the famous blogs and their intended business objectives:
COMPANY GOAL
Caterpillar Problem-solving, community-building, loyalty
Starbucks New product development, engagement
Marriott Customer satisfaction, sales, crisis management
Wegman’s Direct sales, loyalty
Manpower Thought leadership
General Electric Brand Awareness
Fiskars Customer engagement, brand awareness
Southwest Airlines Enhance corporate image and integrate with traditional media
Patagonia Complement brand image, engage community
Whole Foods Market Complement brand image, direct sales

Blog Marketing: Benefits and Pitfalls
Let us look at how awesome blog marketing can be with two cases, one which was hugely beneficial to a brand and
another which was extremely damaging.

Case: I love zappos
This was a blog posted linking with zappos.com by the lady impressed by the customer service of Zappos. Seeing
this blog other customers of zappos started commenting and posting their own stories with this. The blog started
gaining visibility resulting in 1000s of mentions in social media. It eventually received the coverage from mainstream
media. People looking for reviews about zappos started seeing this blog resulting in more referral traffic to zappos
sites.

Case: Thomas Hawk vs Photorite
We saw how much a single blog post benefits a brand. Now let’s look at the opposite.

Background Story: Thomas hawk, a photography blogger had a faulty product of price rite photo. When he tried to
contact the price rite photo regarding this he was abused by the customer service. Guess what he went ahead and
blogged about it with nothing less than 24 updates till date. Similar to the above case more people added their
experience to this and it soon became the no 1 story on Digg. It was then re-shared to Slashdot, boing boing and
metafilter. Eventually New York Times covered this blog piece. By the time price rite photo realized what has
happened they are on a mainstream media bashed up from every side. Soon the searches with “price rite photo”
gave back these blog as the results.

CONTENT MARKETING MATRIX
It is no longer a secret that content marketing is central to every social media marketing activity. A successful social
media campaign needs multitude of content generation reaching the customers through several touch points. But
what type of content will suit your target customer. This is wonderfully depicted by the content marketing matrix.
X- axis: This variable describes the stage of purchasing cycle your customer is in.
Y- axis: This variable is the type of customer’s profile/product profile.
The four quadrants of Entertain, Inspire, Educate & Convince describes the type of effect your content is intended
to have on your customers.

Case: Old Spice social media campaign
Piggy backing on the success of Isaiah Mustafa’s ad “Smell like a man” commercial old spice decided to take the
campaign to social media. The campaign was intended to change the perception of old spice as a grandpa product
to alpha male grooming product. As part of the live YouTube campaign they created customized videos as a
response to the questions put up by the audience. Almost half of all global conversations revolved around this
campaign. This is quite an achievement for low involvement category such as deodorants.














Brand impact – innocent smoothies
• Tell your story-> spreading the story -> Prove your story
• Story: Smoothies covered with hat knit by charity organization
• Gave a positive personality to the brand
• Customers Posted pictures of caps on social media – free advertising

Engagement impact - Birchbox
• Find – reach – engage
• What is birch box? Customized high end samples of beauty products (waiting line-exclusivity)
• Blog reviews – social media posts –review videos –conversations about the products
• Sneak peak videos of products unlocked after certain number of comments!

Conversion impact – Smarty had a party
• Exposure + Credibility = Conversions
• Socialized conversion points, direct link access & content integration
• Party supplier with great blog following with posts about product ideas
• Conversion links with the posts and discounts coupons through social media

STEPS TO DESIGNING A SOCIAL MEDIA CAMPAIGN
While creative aspect of a social media campaign is necessary for any campaign to go viral, execution of the
campaign is totally under your control. A business goal such “Bring more students to yoga classes may sound vague
in terms of campaign design. To make the problem simpler a set of process such as the one below can be followed
to arrive at ideas relevant to your business.

Business goal: Bring students to yoga classes


This goal can be split into micro goals such as:
• Drive new referral
• Bring back past students
• Reach out to new customers

Tactics: These are actions specific to channels and much more granular than prior steps

Drive new referral traffic Reach out to new customers
Bring back past students
•Facebook sponsored stories •Social media driven offers
•Test groupon
•Social sharing details •Check in deals
•Pitch local bloggers
•Social reviews •Email newsletter
•Social ads
•Blog Coverage •Social re marketing
•Guest blogging
•Pins & Repins •Send to friend offers


Now you know what you have to do which is first crucial step of a social media campaign. Build a campaign(s) to
implement these tactics and monitor the progress with KPIs. Facebook and other social networks offer various
measurements to monitor campaigns. Here is couple of blog posts which covers these KPIs comprehensively.

http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
http://www.kaushik.net/avinash/facebook-advertising-marketing-best-metrics-roi-business-value/
http://www.kaushik.net/avinash/social-media-analytics-twitter-quantitative-qualitative-analysis/








MARKETING TO THE BOTTOM OF THE PYRAMID
What is Bottom of the Pyramid?
The bottom of the pyramid is the largest, but poorest socio-economic group. In global terms, this is the 3 billion
people who live on less than US$2.50 per day. Marketing to the Bottom of Pyramid presents some unique
challenges which cannot be conquered using conventional marketing approach.

What should be different in marketing approach towards BoP?
The 4Ps of Marketing Mix need to be replaced by 4As – Affordability, Awareness, Access and Availability. The
Distribution network should be expanded to involve the BoP in the process, rather than just as a medium to serve
them. Value Creation rather than value extraction should be the focus of companies looking for sustainable
presence in the BoP market. Information technology can have applications such as tele-education, tele-medicine,
microbanking and agricultural extension services in BoP.












































CONSUMER BEHAVIOUR

Introduction:
One "official" definition of consumer behaviour is "The study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and society."

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues
such as how:

• The psychology of how consumers think, feel, reason, and select between different alternatives (e.g.,
brands, products, and retailers);
• The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs,
media);
• The behaviour of consumers while shopping or making other marketing decisions;
• Limitations in consumer knowledge or information processing abilities influence decisions and marketing
outcome;
• How consumer motivation and decision strategies differ between products that differ in their level of
importance or interest that they entail for the consumer; and
• How marketers can adapt and improve their marketing campaigns and marketing strategies to more
effectively reach the consumer.
Let us go by the basic, so, what exactly is Consumer Behaviour?
Consumer Behaviour is a branch which deals with the various stages a consumer goes through before purchasing
products or services for his end use.

Why do you think an individual buys a product?

§ Need/Requirement
§ Social Status
§ Gifting Purpose

Why do you think an individual does not buy a product?

§ No requirement
§ Income/Budget/Financial constraints
§ Taste

When do you think consumers purchase products?

§ Festive season
§ Birthday
§ Anniversary
§ Marriage or other special occasions

There are in fact several factors which influence buying decision of a consumer ranging from psychological, social,
and economic and so on.

The study of consumer behaviour explains as to:

§ Why and why not a consumer buys a product?
§ When a consumer buys a product?
§ How a consumer buys a product?

During Christmas, the buying tendencies of consumers increase as compared to other months. In the same way
during Valentines week, individuals are often seen purchasing gifts for their partners. Fluctuations in the financial
markets and recession decrease the buying capacity of individuals.

In a layman’s language consumer behaviour deals with the buying behaviour of individuals.

The main catalyst which triggers the buying decision of an individual is need for a particular
product/service. Consumers purchase products and services as and when need arises.

According to Belch and Belch, whenever need arises; a consumer searches for several information which would
help him in his purchase.

Following are the sources of information:

§ Personal Sources
§ Commercial Sources
§ Public Sources
§ Personal Experience

Perception also plays an important role in influencing the buying decision of consumers.

Buying decisions of consumers also depend on the following factors:

§ Messages, advertisements, promotional materials, a consumer goes through also called selective
exposure.
§ Not all promotional materials and advertisements excite a consumer. A consumer does not pay attention
to everything he sees. He is interested in only what he wants to see. Such behavior is called selective
attention.
§ Consumer interpretation refers to how an individual perceives a particular message.
 § A consumer would certainly buy something which appeals him the most. He would remember the most
relevant and meaningful message also called as selective retention. He would obviously not remember
something which has nothing to do with his need.

BRAND MANAGEMENT

Definition: Brand Management is the process of defining the brand, positioning the brand, and delivering the to
increase the perceived value of a product line or brand over time. Effective brand management enables the price
of products to go up and builds loyal customers through positive brand associations and images or a strong
awareness of the brand.
Brand Management includes developing a promise, making that promise and maintaining the promise. It also
includes managing the tangible and intangible aspects of a brand. In case of product brands, the tangibles include
the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’
experience. The intangible element is the emotional connect with the product or service.
In today’s context, the brand is the most essential ingredient for the success of any enterprise. It provides identity
of manufacturer in the eyes of the customers. A strong brand increases the level of customers’ satisfaction and
brand loyalty. In present business conditions, it is more difficult to realize wanted business results without the
brand. Brand management is gaining more importance than ever before and products without brand are fewer in
market.

BRAND MANAGEMENT RESPONSIBILITIES
• Monitor, measure and manage brand equity/strength
• Increase brand awareness, relevant differentiation, accessibility and emotional connection
• Develop brand plan and Monitor progress against brand plan
• Champion initiatives that support delivery of the brand promise
• Brand messaging – elevator speech, tagline, campaign themes, proof points, etc.
• Manage the brand architecture
• Maintain brand identity consistency
• Help determine identities for new brands/sub-brands
• Anticipate and accommodate new brand identity needs

BREAKING DOWN BRAND MANAGEMENT

Brand management creates and sustains brand equity by developing a strategy that:
• Successfully sustains or improves brand awareness
• Strengthens brand associations
• Emphasizes brand quality and utilization

Following are the four steps which are the most important in brand management and these steps give the maximum
effect over a long period of time to build a strong brand image in the mind of customers

Brand positioning: The marketer has to research the positioning of each brand in the industry and then find out
differentiating factors. Using these differentiating factors, the brand can find a unique position in the mind of the
customers. This unique positioning will give the brand a boost and consequentially will affect the overall
performance of the brand.
Brand marketing: This is an important middle step because it covers the gap between planning and
implementation. It involves:
• Choosing Brand Elements: Different brand elements here are logos, images, taglines etc. Since different
elements have different advantages, marketers prefer to use different subsets and combinations of these
elements.
• Integrating the Brand into Marketing Activities and the Support Marketing Program: Marketing programs
and activities make the biggest contributions and can create strong, favourable, and unique brand
associations in a variety of ways.
• Leveraging Secondary Associations: Brands may be linked to certain source factors such as countries,
characters, sporting or cultural events. In essence, the marketer is borrowing or leveraging some other
associations for the brand to create some associations of the brand's own and to improve its brand equity.

Brand Performance: Positioning is not one stroke game. One has to monitor the brand’s performance and see
whether it is appropriate or not. The firm may intend a particular positioning but the market or the target may
perceive it differently. Brand performance can be analysed using following procedures:
• Brand Audit: Is assessment of the source of equity of the brand and to suggest ways to improve and
leverage it.
• Brand Value chain: Helps to better understand the financial impacts of the brand marketing investments
and expenditures.
• Brand Equity Measurement System: Is a set of tools and procedures using which marketers can take
tactical decision in the short and long run.

Building brand value: The last step in strategic brand management is when you build value for your brand. Brand
building takes decades. And it is the role of brand management to plan for decades and not for months. It includes
managing brand equity over geographic boundaries, market segments and cultures.

IMPORTANT TRENDS IN BRAND MARKETING
• Online marketing along with the ubiquitous cell phone and how these can be implemented to revolutionize
consumer and producer information and behaviour.
• The growing interest in addressing consumer emotions as well as reason. New methodologies are being
developed to tap into unconscious thoughts of consumers that might unlock new customer insights.
• The growing role of word-of-mouth in influencing customer choices, resulting from the growth of consumer
generated media such as blogs, Facebook, Twitter, and so on.
• The growing significance of corporate social responsibility and sustainability and the need of companies to
show a more caring attitude towards society and social problems.
• The increasing pressure to measure the rate of return on marketing investments

DISTRIBUTION CHANNEL
Introduction
After world war-II the manufacturers realized that with the advent of economic boom consumers had more power
in market place, the demand was saturated and sales oriented strategies were not going help at all. Thus came the
era of Marketing Orientation where producers focused on needs of consumers and gradually the study of delivering
supreme product/services to consumers evolved as a new discipline in management: Marketing.

The most widely concept discussed in marketing is Marketing Mix. It refers to set of actions or tactics that a
company uses to promote its product or brand in the market. It consists of 4Ps Price, Product, Promotion and Place.
The first three terms are self-explanatory and Distribution Channel is associated with the last one. The primary key
to a successful marketing is to place the right product in right market (where the demand for the product is
maximum or at least up to a satisfactory level) and a seamless distribution channel ensures that. A Distribution
Channel in marketing refers to the path or route through which goods and services travel to get from the place of
production or manufacture to the final users. It has at its centre transportation and logistical considerations.

A closer insight to Distribution Channel
The distribution channels can be classified based on multiple classifying criteria. First we will be classifying it
depending on type of Business. Most the major business operations can be widely categorized under two types
Business to Business (B2B : where the target customers are from another business ) and Business to Customers
(B2C : where the products/services are intended for end users).So depending upon the business operations the
classifications are as follows
Business-to-business (B2B) distribution occurs between a producer and industrial users of raw materials needed
for the manufacture of finished products. For example, a logging company needs a distribution system to connect
it with the lumber manufacturer who makes wood for buildings and furniture.
Business-to-customer (B2C) distribution occurs between the producer and the final user. For instance, the lumber
manufacturer sells lumber to the furniture maker, who then makes the furniture and sells it to retail stores, who
then sell it to the final customer.
Depending upon the nature of the distribution channel it can be categorized under 4 major types as mentioned
below
Direct Selling: Direct selling is the
marketing and selling of products
Marketing directly to consumers away from a
Channels
fixed retail location.
Selling through Intermediaries:
Producer/manufacturer --> agent --
Selling > wholesaler --> retailer -->
Dual Reverse
Direct Selling though
Distributions Channel consumer
intermediaries Dual Distribution: Combination of

Direct Selling and Selling through
Intermediaries
Direct Distribution Indirect Distribution Reverse Channel: from Consumer
to intermediaries or beneficiaries
e.g. recycling in paper industry

Distribution Channels Concepts & Steps
Evaluation of a new distribution channel or improvement existing channel is important when the producer is going
after a new customer segment, releasing a new product, or looking for ways to aggressively grow his/her business.
Here are the step by step process for evaluation of a channel

Evaluating how end-users need to buy:
• How and where they prefer to buy and whether personalized education and training needed
• Whether they need additional products or services along with core product or needs customization
• Whether your product needs to be serviced or not

Matching end-user needs to a distribution strategy
• In case the end-users need a great deal of information and service, it can be delivered through a sales force/
build a channel of qualified resellers or consultants.
• If the buying process is fairly straightforward, a website /wholesale or retail structure/inbound
telemarketing group / field sales team can be used for selling the product
• If complete control is required channel is NOT a right option.

Identifying natural partners
Looking for the companies that have relationships with the end-users, if consultants, wholesalers or retailers
already reach your customer base, they’re natural partners.

Building distribution channel (if channel distribution is set up with one or more partners)
• Approaching the potential channel partner and “selling” the value of the partnership
• Establishing goals, service requirements and reporting requirements
• Delivering inventory (if necessary) and sales/support materials and training the partner.
• Run promotions and programs to support the partner and help them increase sales.

Minimize pricing conflicts
When using multiple channels, carefully map out the price for each step in your channel and include a fair profit for
each type of partner. Otherwise intra-brand competition can lead to Disintermediation
Drive revenue through the channel
Servicing channel partners as best customers and working with them to drive revenue.

After designing distribution channels
When creating a new channel pricing strategy and a sales process is needed. When channel is up and running,
marketing campaigns can be launched to channel partners and end-users.

Sales process Pricing Strategy Marketing Campaign



Used in tandem Mature Channel

AMBUSH MARKETING
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to
compete for exposure against competing advertisers. Coined by marketing strategist Jerry Welsh, while he was
working as the manager of global marketing efforts for American Express in the 1980s.
Most forms of ambush marketing capitalize on the prominence of a major event through marketing campaigns that
associate an advertiser with it, but without actually having paid sponsorship fees to the event's organizer to identify
themselves as an "official" partner or sponsor.
Action against ambush marketing is most common in sport; the practice has been a growing concern to the
organizers of major sporting events—such as FIFA (FIFA World Cup), the International Olympic Committee, and the
National Football League, as ambush marketing can devalue the exclusive sponsorship rights that are sold to other
companies, dilute the exposure of official sponsors, and in some cases, infringe upon the organizers' intellectual
property.

Direct vs Indirect Ambush Marketing:
Direct ambush marketing is an approach where a brand works aggressively to associate itself with an event or
property, when that brand has not purchased rights as the official sponsor. Indirect ambush marketing, on the other
hand, doesn’t force the association, but seeks to align a brand through suggestion or reference to an event or
property.
Types of Direct Ambush Marketing: Types of Indirect Ambush Marketing:
• Predatory Ambushing • Associative Ambushing
• Coattail Ambushing • Distractive Ambushing
• Property Infringement • Values Ambushing
• Self-Ambushing • Insurgent Ambushing
• Parallel Property Ambushing











































































































RETAILING

Retailing is a distribution channel function where one organization buys
products from supplying firms or manufactures the product themselves,
and then sells these directly to consumers. A retailer is a reseller (i.e.,
obtains product from one party in order to sell to another) from which a
consumer purchases products.

Retail Marketing: It is the range of activities undertaken by a retailer to
promote awareness and sales of the company. This is different from other
types of marketing because of the components of the retail trade, such as
selling finished goods in small quantities to the consumer or end user,
usually from a fixed location. Retail marketing makes use of the common
principles of the marketing mix, such as product, price, place and
promotion

Top Retailers across the world as of 2013: Wal-Mart (number of stores: 4,570), Kroger (3,538), Target (1,778),
Costco (435), The Home Depot (1,965), Walgreen (7821)



Classifications of Retailers: Retailers can be classified on the basis of the following 6 parameters
Target Markets Product Pricing Promotional (5) Distribution Method Service
Served Offerings Structure Emphasis Level
Mass Market General Discount Pricing Advertising Store-Based Sellers Self-Service
Merchandisers (Stand-Alone, Strip-
Shopping Center,
Shopping Area, Regional
Shopping Mall)
Specialty Multiple Lines Competitive Direct Mail Non-Store Sellers (Online Assorted-
Market Specialty Pricing Sellers, Direct Marketers, Service
Merchandisers Vending)
Exclusive Single Line Full Price Pricing Personal Full-Service
Market Specialty Selling
Merchandisers

Marketing Mix for Retailing
The 4 Ps (Product, Price, Place and Promotion) of marketing get further expanded for retail marketing. The following
diagram depicts the additional criteria that come into picture for retailers. Aspects of “place” are extended to
include “shelf space” and “store layout”, and emphasis is given on making the overall experience of the customer
worthwhile by incorporating elements of customer service.

Major types of retail outlets: The following are the formats in which a retailer may operate. In a number of cases
retailers operate in more than one format

• Mom-and-Pop: Represent the small, individually owned and operated retail outlet. In many cases these
are family-run businesses catering to the local community often with a high level of service but relatively
small product selection.
• Mass Discounters: These retailers can be either general or specialty merchandisers but either way their
main focus is on offering discount pricing. Compared to department stores, mass discounters offer fewer
services and lower quality products.
• Warehouse Stores: This is a form of mass discounter that often provides even lower prices than traditional
mass discounters. In addition, they often require buyers to make purchases in quantities that are greater
than what can be purchased at mass discount stores.
• Category Killers: Many major retail chains have taken what were previously narrowly focused, small
specialty store concepts and have expanded them to create large specialty stores. These so-called “category
killers” have been found in such specialty areas as electronic (e.g., Best Buy), office supplies (e.g., Staples)
and sporting goods (e.g., Sport Authority).
• Department Stores: These retailers are general merchandisers offering mid-to-high quality products and
strong level of services, though in most cases these retailers would not fall into the full-service category.
While department stores are classified as general merchandisers some carry a more selective product line.
 For instance, while Sears carries a wide range of products from hardware to cosmetics, Nordstrom focuses
their products on clothing and personal care products.
• Boutique: This retail format is best represented by a small store carrying very specialized and often high-
end merchandise. In many cases a boutique is a full-service retailer following a full-pricing strategy.
• Catalog Retailers: Retailers such as Lands’ End and LL Bean have built their business by having customers
place orders after seeing products that appear in a mailed catalog. Orders are then delivered by a third-
party shipper.
• e-tailers: These retailers offer shopping convenience including being open for business all day, every day.
Electronic retailers or e-tailers also have the ability to offer a wide selection of product since all they really
need in order to attract orders is a picture and description of the product.
• Franchise: Franchise is a form of contractual channel in which one party, the franchisor, controls the
business activities of another party, the franchisee. Under these arrangements, an eligible franchisee
agrees to pay for the right to use the franchisor’s business methods and other important business aspects,
such as the franchise name. For instance, McDonald's is a well-known franchisor that allows individuals to
use the McDonald's name and methods to deliver food to consumers.
• Convenience Store: As the name implies these general merchandise retailers cater to offering customers
an easy purchase experience. Convenience is offered in many ways including through easily accessible store
locations, small store size that allows for quick shopping, and fast checkout.
• Vending: Within this category are automated methods for allowing consumers to make purchases and
quickly acquire products. While most consumers are well aware of vending machines allowing customers
to purchase smaller items, such as beverages and snack food, newer devices are entering the market
containing more expensive and bulkier products.

SERVICES MARKETING

Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to
compete for
• All industrial and economic activities are divided into three categories, namely, primary, secondary and tertiary.
Type of Economic Activity Activities
Primary Agriculture, Fishing, Forestry, Mining etc.
Secondary Manufacturing, Processing, Construction etc.
Tertiary Services, Distribution etc.

• The service sector is enormously large and varied. It includes banking, transportation, insurance,
communication, education, employment, healthcare, Legal service, accounting, tourism, hospitality and
information services. Some of the services are provided on a non-profit basis, for example, education and
healthcare, while others are provided on a commercial basis such as hotels, professional consultants, solicitors
etc.
• The Services Sector contributes the most to the Indian GDP. The Services Sector in India has the biggest share
of the country's GDP, it accounts for more than 50% contribution.

• Characteristics of services: Services have mainly five unique characteristics compared to goods
§ Intangibility
§ Inseparability
§ Heterogeneity
§ Perishability
§ Ownership and
§ Fluctuating demand

Services Marketing:
Services marketing is marketing based on relationship and value. It may be used to market a service or a product.
Marketing a service-base business is different from marketing a product-base business.

There are several major differences, including:
1. The buyer purchases are intangible
2. The service may be based on the reputation of a single person
3. It's more difficult to compare the quality of similar services
4. The buyer cannot return the service
5. Service Marketing mix adds 3 more p's, i.e. people, physical environment, process service and follow-through are
keys to a successful venture.

When one markets a service business, one must keep in mind that reputation, value, delivery of services. “Managing
the evidence" refers to the act of informing customers that the service encounter has been performed successfully.
It is best done in subtle ways like providing examples or descriptions of good and poor service that can be used as
a basis for comparison. The underlying rationale is that a customer might not appreciate the full worth of the service
if they do not have a good benchmark for comparisons. However, it is worth remembering that many of the
concepts, as well as many of the specific techniques, will work equally well whether they are directed at products
or services. In particular, developing a marketing strategy is much the same for products and services, in that it
involves selecting target markets and formulating a marketing mix. Thus, Theodore Levitt suggested that "instead
of talking of 'goods' and of 'services', it is better to talk of 'tangibles' and 'intangibles'". By supplying some level of
skill, ingenuity, and experience, providers of a service participate in an economy without the restrictions of carrying
stock (inventory) or the need to concern themselves with bulky raw materials. On the other hand, their investment
in expertise does require marketing and upgrading in the face of competition which has equally few physical
restrictions.


Reasons to focus on Services Marketing:
• Services marketing concepts and strategies have developed in response to the tremendous growth of service
industries. Most new employment is provided by the service sector. Strongest growth area for marketing.

Decision Making process for Services Marketing:

Illustration of Service Marketing:
Marriot Hotels: Offer different services for different segments of their target market. Great attention paid to
product positioning. Rely on research, publicity, TV advertising, use of well-conceived slogans and greater personal
attention to consumers. Quick resolution to customer problems--overbooking, long customer lines,
unresponsiveness, discourteous staff. Hotels now offer alternative accommodations for overbooking,
computerised checkout systems, express checkouts, serving free drinks, provide baggage handling etc.

The services marketing mix:
The services marketing mix is an extension of the 4-Ps framework. The essential elements of product, promotion,
price and place remain but three additional variables – people, physical evidence and process – are included to 7–
Ps mix. While it is possible to discuss people, physical evidence and process within the Original-Ps framework (for
example people can be considered part of the product offering) the extension allows a more thorough analysis of
the marketing ingredients necessary for successful services marketing.

Continuing Education (CE) staff occupy the key position in influencing customer’s perceptions of product quality. In
fact, the service quality is inseparable from the quality of service provider. An important marketing task is to set
standards to improve the quality of services provided by employees and monitor their performance. Without
training and control employees tend to be variable in their performance leading to variable service quality. Training
is crucial so that employees understand the appropriate forms of behaviour and trainees adopt the best practices
of the andragogy. Physical evidence – this is the environment in which the service is delivered and any tangible
goods that facilitate the performance and communication of the service. Customers look for clues to the likely
quality of a service also by inspecting the tangible evidence. For example, prospective customers may look to the
design of learning materials, the appearance of facilities, staff, etc. Process – this means procedures, mechanism
and flow of activities by which a service is acquired. Process decisions radically affect how a service is delivered to
customers. The service in CE includes several processes e.g. first contact with customers, administrative procedure
regarding course delivery, preparation, delivery and evaluation of the courses.

The following guideline can be useful for successful CE management:
• ensure that marketing happens at all levels from the marketing department to where the service is provided
• consider introducing flexibility in providing the service; when feasible customize the service to the needs of
customers
• recruit high-quality staff treat them well and communicate clearly to them: their attitudes and behaviour are the
key to service quality and differentiations
• attempt to market to existing customers to increase their use of the service, or to take up new service products
• set up a quick response facility to customer problems and complaints
• employ new technology to provide better services at lower costs
• use branding to clearly differentiate service offering from the competition in the minds of target customers
The differential advantage and branding Only a few products are unique. Often the challenge lays in finding a way
to differentiate your products from a rival ‘s near-identical offerings.

The basic question says: ―How can I get an advantage over the competition? When your products are better than
those of your competitors, and when customers recognise this superiority, you have a real advantage. Few
organisations are in this position. Most find that there is a little or nothing to distinguish their own products from
competitors. To gain competitive advantage, uncover not just differences but also attributes that customer’s value.
Make sure the differences are meaningful to customers so that your product is preferable to the others available.
Often it is the little things that count. Customers may choose your product over a competitor’s identical product
because they prefer your lecturers or because you give them coffee while delivery of the courses. Pay attention to
details that could make a difference. A genuine customer-centric approach will differentiate you from competitors.
Show your commitment to customers and ensure that staffs are emphatic. Review company systems and processes
to make them more customers focused.

Marketing strategy in Services:
A strategy gives business a defined route to follow and a clear destination. Build a marketing strategy and you will
ensure that marketing is a long-term way of working, not a one-off activity. A marketing strategy provides the
organisation with a shared vision of the future. All too often, an organisation will perform a marketing task, such a
direct mail shot, then sit back and see what happens. A strategic approach will ensure that you maximise returns
on your marketing spending and boost the profits of your organisation.
Strategic marketing manager
• has a clear picture of the future
• anticipates changes in the market
• works towards clear long/term goals

Non-strategic marketing manager
• lives day to day without planning
• reacts to changes in the market
• has only short-term objectives

During the creating of the marketing strategy the marketing manager should proceed as follows:
1. create the team
2. review current situation
3. set objectives
4. plan action
5. implement strategy and
6. review strategy


Review current situation - perform a SWOT analysis:
• SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis of these four factors provides information on
how to shape your marketing strategy. Devise objectives aimed at strengthening weak areas, exploiting strengths,
seizing opportunities, and anticipating threats.

Advertising Strategies of Services Marketing:

BRAND MANAGEMENT

Definition: The societal marketing is a marketing concept that holds that a company should make marketing
decisions by considering consumers' wants, the company's requirements, and society's long-term interests.
The social marketing concept holds that the organization's task is to determine the needs, wants, and interests of
a target market and to deliver the desired satisfactions more effectively and efficiently than competitors in a way
that preserves or enhances the consumer's and the society's well-being. Therefore, marketers must endeavor to
satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers
and society as a whole. It is closely linked with the principles of corporate social responsibility and of sustainable
development.

Biggest troubling question which has led to the introduction of this concept:
Some have questioned whether the marketing concept is an appropriate philosophy in an age of environmental
deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social
services. Are companies that successfully satisfy consumer wants necessarily acting in the best, long-run interests
of consumers and society?
The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing
practices. They must balance and juggle the often conflicting criteria of company profits, consumer want
satisfaction, and public interest. Yet a number of companies have achieved notable sales and profit gains by
adopting and practicing the societal marketing concept. Some companies practice a form of the societal marketing
concept called cause related marketing. Pringle and Thompson define this as “activity by which a company with an
image, product, or service to market builds a relationship or partnership with a ‘cause’, or a number of ‘causes,’ for
mutual benefit.
They see it as affording an opportunity for companies to enhance their corporate reputation,
raise brand awareness, increase customer loyalty, build sales, and increase press coverage. They believe that
customers will increasingly look for demonstrations of good corporate citizenship. Smart companies will respond
by adding “higher order” image attributes than simply rational and emotional benefits. Critics, however, complain
that cause related marketing might make consumers feel they have fulfilled their philanthropic duties by buying
products instead of donating to causes directly. Thus societal marketing concept as related to cause related
marketing differs mainly because here, the company makes a proactive effort to give back to the society.

Best examples of Societal Marketing:

Lifebuoy's “Swasthya Chetna” (LSC) was a five-year health and hygiene education program initiated
by Hindustan Lever Limited (HLL), the Indian arm of the fast moving consumer goods (FMCG) major,
Unilever. The program was formally launched in 2002, in eight states across India.
The objective of this program was to educate around 200 million people in rural and urban areas about the
importance of adopting good 'health and hygiene 'practices. The program spread awareness about germs and their
adverse effects on health, and how proper 'health and hygiene 'practices, such as bathing and washing hands with
soap could prevent diseases like diarrhea.
According to HLL, LSC was not a philanthropic activity, but a marketing program with a social benefit. HLL sought
to grow the Lifebuoy brand in India by attracting those consumers who never used soap. In the process, the
company sought to bring about a behavioral change by convincing people to use soaps more frequently, thus
creating more users for its brand. This program was also seen as a successful case for public-private partnership.
Impact of this program:
In 2003-04, the sales of Lifebuoy grew by 20 percent. According to Unilever, the sales of Lifebuoy were showing
“directly attributable growth” as sales from the eight states where the program operated was particularly strong.

The toothpaste brand’s Smile Facebook page, which has close to 40,000 “likes,” encourages
Facebook users to upload photos of themselves smiling. Those images are then put together
into large collages that are used in the company’s advertising in supermarkets and malls. There’s even an iPhone
app to help them upload those smiley photos.
An analysis by WaveMetrix, which “tracks online buzz for major global brands,” indicates that Colgate’s strategy
“has a positive effect on purchase discussion.”
As the campaign continues, the consumer becomes more likely to talk about buying toothpaste. Plus, WaveMedia
points out, the whole thing gives Colgate “a sense of community and ‘fun’” to consumers.

That sense of community that the brand exudes is also partially due to the fact that Colgate will donate money to
charity if the company can collect a million smiles, WaveMedia notes.
This concept of combining brand engagement with charity had improved its overall sales in that period by 20%.