Summer Training Report

On

A Study on the marketing Strategies of CSL Pvt .Ltd jaipur.

Submitted By

NAME : Mahendra kumar

INSTITUTE ROLL NO. : 21MCJXX625

SESSION : 2021-2023

TRAINING PERIOD : ( ) To ( )

Submitted To

Internal Guider:

Dr.sarita Agarwal

Associate Professor

Department of MBA

CITM,Jaipur

COMPUCOM INSTITUTE OF TECHNOLOGY AND MANAGEMENT

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 Student declaration

I Mahendra Kumar the undersigned. Am a student of compucomn Institute of technology and

management time MBA 2021-2023.I herehy declare that the work related to the summer

training report fitted .A study on the marketing Strategies of CSL Pvt Ltd .has carried out

exclusively on my efforts under the guidance of Dr.Sarita Agarwal.

Mahendra kumar Internal Guide

MBA 3sem (2021-2023) Dr,Sarita Agarwal

Date Associate professor

MBA CITM

ACKNOWLEDEMENT
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This dissertation would not have possible without the guidance and the help of several

individuals who in one way or another contributed and extended their valuable assistance in the

preparation and completion of the study.

I would like to express my gratitude to Compucom Institute of Technology and Management

for including internship program as a part of curriculam which has provided an opportunity to

gain practical working experience in an organization.

I would like to extend my heartfelt gratitude to Dr. M.R Farooqi – Principal , Dr. Sarita Agarwal

–HOD my guide for devoting time from their busy schedule and explaining how work is being

done in Marketing department and assigning me with various tasks during these-----------weeks

of internship period.for giving me a chance to do my internship in the Marketing Strategies ,

CSL Pvt Ltd

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 PREFACE

The present report is the outcome of the Internship Program of Compucom Institute of Training &

Management undertaken at the CSL Pvt Ltd. The objective of the internship program was to familiarize

the student with the implementation of the knowledge he earned on campus. The practical knowledge is

far different from the academic knowledge that a student achieves in an institution.

The topic I choose

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 INDEX

S.NO. TABLE OF CONTENTS PAGE

NO.

1. Objective of the study 6

2. Chapter 1: INTRODUCTION 8-86

( i) Concepts of marketing Strategies

(ii) New marketing strategies

(iII)Marketin g plan

(Iv) Recent -Trand

(V)marketing advantages and

disadvantages

(vi)Marketing Challenges

(vII) 7 ps of marketing

3. Chapter2: COMPANY PROFILE 86-93

4. Chapter3:Area of the study 94-97

5. Conclusion & Recommendation 98-100

6. Bibliography 100-101

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Opjective

A…To study the marketing policies of CSL Pvt Ltd Jaipur

B…To suggest effective marketing approchs for CSL Pvt Ltd Jaipur

CHAPTER 1
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 CHAPTER 1

(i) INTRODUCTION

The word Marketing has been derived from a latin word “Mercatus” which means market

place or merchant. This word was first used in 1897 in business. Hence, Marketing can

conventionallPls and organizations obtain what they need and want through creating and

exchanging value with others.

Strategies, on the 8ned to achieve long-term goals. Few popular definitions of strategies are

According to Von Neumann & Morgenstern (1947), strategies are the series of actions

taken by an organization based on the situation.

Peter Drucker (1954) defined strategies as a process of analyzing present situation and

changing it as and when necessary. It also help in analyzing what are the resources possessed

by the organization and what they should be.

Chandler (1962) defined strategy as a determinant of the long-term goal of an organization.

It is accomplished by adopting courses of action and allocation of necessary resources in

process of accomplishing these goals.

According to Newman and Logan (1971), Strategies are forward-looking plans that

anticipates change and initiate action to take benefit of an opportunity that are integrated

within the mission of the firm.

Mintzberg (1998) described strategies as a mediating force between organization and its

surroundings.

Strategies operate at four levels: Corporate Level, Business (SBU) Level, Functional Level

and Operational Level.

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Corporate Level strategies are the plan of actions undertaken by a firm to gain competitive

advantage by selecting, managing and eliminating different businesses competing in different

product market. The types of corporate level strategies are broadly categorized into four,

growth, stability, retrenchment and combination strategies

Business Level strategies on the other hand focuses on a single business dealing with how to

create and deliver value to customers while also making sure of competitive advantage.

Functional Level strategies can be born out of business level strategies, but has the scope

within a functional area (eg. Marketing, finance, Human resource etc.). Here each functional

area (department) determines its own goals based on business goals and align its own

resources and their allocation. It is the most detailed strategies.

The functional level strategies to strategies for day to day working of the organization called

as operational level strategies. These strategies are also

called as tactical decisions as they are framed for short duration to maintain continuity of

work based on functional goals.

The Marketing strategies are a type of functional level strategies.

Concept of Marketing Strategies

In very basic terms, the strategies evolved for promoting and selling product or service are

said to be Marketing Strategies. The concept of marketing has multiple dimensions so is the

case of Marketing Strategies. With the evolution in the concept of marketing, the definitions

of Marketing Strategies have also evolved over the years.

According to Baker, Michael John (2008), Marketing Strategy is the process by which a firm

acquires sustainable competitive advantage by concentrating its limited resources on the best

available opportunities to increase its sales. Marketing strategies help in using marketing as a
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link between organisation and its customers.

Philip Kotler & Kevin Keller in their book Marketing Management define Marketing

Strategies as a process to identify target market and value proposition offered to it on the

basis of analysis of opportunities available in that market.

Hence, Marketing Strategy can be defined as a comprehensive plan of action formulated for

achieving marketing objectives of the organisation. marketing strategies are the building

blocks of marketing plans of a firm

+New Marketing Strategies

Marketing has been there since hundreds of years. But during these years it has undergone

tremendous changes. The changes can be seen through these concepts.

1. The Exchange Concept:

This was prevalent before industrial revolution. The buyer did not have much choices. The

sellers did not have competition as number of firms were very limited. The essence of

marketing during this time was the seller used to exchange goods of service against money.

Customer did not have choice and had to buy the only product available. Customer’s

convenience and choice was not taken into consideration. Emphasis was given to profit. The

concept of market research, research and development, innovation, after sales service and

customer satisfaction was not at all important.

2. The Production Concept:

This concept initiated during and after Industrial revolution. This time was characterized

large volume of production and affordability of customers was declining due to economic

stress. Hence, the essence of marketing during this time was that the consumer will buy the

products which are widely available and are lesser in price. Marketers believed in bringing

economies of scale by undertaking large scale production to reduce the cost of production.

Therefore, to maximize
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profit the management adopted the strategies of large scale production, wide distribution and

lowest possible price.

3. The Product Concept:

This concept was based on the fact that consumer prefer to buy products which are better

than others. Hence, focus was product excellence. Improvement in products in terms of

quality, performance, appearance and features were done to attract the customers. The

organizations focused on adding unique features to the product and making it better in terms

of utility. But these improvements and betterments were not based on customers’ preferences

and desires. Neither was it focused on customer satisfaction. Minimal market research was

conducted before bringing changes in the products. This concept was suffering with Market

Myopia as it did not serve its purpose of profit maximization for long.

4. The Selling Concept:

This concept focused on aggressive promotion and sales. The companies wanted to sell

whatever they produced, rather than producing what they can sell. Importance was given on

communication to the customers to attract them to buy the products. Many firms suffered

with over-capacity and were aggressively looking for opportunities to sell. Many a times the

firm spent aggressively on promoting the products which the customers are not willing to buy

or which has a saturated market.

5. The Marketing Concept:

Finally, in this phase the focus shifted to customers. Attention was paid on providing

customers what they want to beat competition.

Research was conducted to understand the customers need and desires and marketing plans

were made based on that. Profits were earned by integrated marketing efforts and

understanding customer needs.

1. The Societal Marketing Concept:

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In this the social well-being was also integrated in the concept of marketing. Social well-

being includes well-being of not only consumer but also society at large. Marketers do not

just market product but also promote the socially responsible behavior exhibited by the

company while conducting their businesses. Detailed research is conducted to understand the

customers need, want and desire and provide products and service which will give delight to

the customers. The firms attain edge over the competitors by having happier customers and

better image due to socially responsible behavior.

1. The Relationship Marketing:o+o

The focus in this concept goes beyond customers. It emphasizes on enduring and sustained

relationship with all key people associated with and within the organization. These people

can be marketing partners like distributors, retailers, wholesalers and other intermediaries;

financial partners like funders, shareholders, financial institutions etc. and employees and

management etc. It is believed that all these stakeholders play direct and indirect role in

serving the customers better. The organization should develop strategies for creating effective

network with all the internal and external stakeholders.

2. Holistic Marketing Concept:

The modern marketing strategists today adoptHolistic Approach. They believe that marketing

starts within the organisation. Marketing is not solely the job of a dedicated marketing

department but all the departments of the organisation need to join hands. This is known as

Holistic Orientation. The entire organisation, right from finance to human resource, R& D to

production have to work together to deliver right product in price at right place to the

customers. To get this result, all the stakeholders of the organisation like employees,

suppliers, buyers, shareholders, funders etc. are treated like customers. As they will be able to

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serve better, if they are served well.

Some key components of Holistic Marketing concept are

 Internal marketing: Marketing (coordination and cooperation) between

all the departments in an organization

 Relationship marketing: Building a better relationship with the customers, internal

(employees, management etc.) as well as end customers is beneficial for holistic

marketing

 Performance marketing: Driving the sales and revenue growth of an organization

holistically (by involving all departments and intermediaries) by reducing costs and

increasing sales.

 Integrated marketing: Products, services and marketing should work hand in hand

towards to growth of the organization.

1.1.2 Role/ Importance of Marketing Strategies

Marketing strategies are formulated after marketing research. It helps the organisation to

make optimum use of its scarce resources. As it is based on environmental analysis and

intensive marketing research, it helps the firm to make maximum benefit from the

opportunities and protects it by minimizing the impact of threat.

Marketing strategies have the following role in an organisation:

1. Determining best Marketing Mix Combination: The firm need to determine the right

combination of marketing mix for providing best value to customers. This is done by

exhaustively studying the market and customers.

2. Provides edge over the competitors: The marketing strategies are designed for ensuring
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 the firm’s performance in the market to be better than that of the competitors. It also help

in countering the competitors’ strategies. The marketing strategies looks at the

competitors’ weakness as an opportunity for the firm and are designed to take best

advantage 8of it. Right marketing strategies also help in preventing new-entrants to set

their footprints in the market. The marketing strategies help in creating USPs of the

product and provides right direction for its promotion. It helps in creating a distinctive

identity of the firm.

3. Developing Goods or Services for Maximizing Profits: Ultimate aim of any business

firm is profit maximization. Today’s firm frame smart strategies like cost leadership,

synergistic marketing approaches to keep the cost low, still satisfying customers to the

maximum.

4. Opportunities for Organizaional Growth:

Growth of the organization has been depends on the opportunities available in the

competitive business world. According to the available resources and capabilities of the

organization respective head of the marketing department who look after the development of

strategy select the area in which they can use their full potential. Marketing department of the

organization grabs the opportunity and if required any changes in the preformed strategy they

can be done accordingly so maximum output can be achie+ved from the selected opportunity.

5. Enhances Departmental Coordination: All the functional strategies are formulated on

the basis of business strategies of the firm. Though each department may have their own

goals and objectives but all of them in turn help in achieving the firms goals and

objectives. Like any other functional strategies, a well-formulated marketing strategies

are also designed so as to meet the firm’s business objectives and are in line with the

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 firm’s business strategies.

6. Optimum Utilization of Resources:Marketing strategies implementation helps in

identifying, mobilizing and allocating all the resources (physical, financial and human)

accurately. This prevents wastage and helps in best utilization of the scarce resources.

7. Determining Scope and Budgeting the marketing activities: The budget of a department

in the organisation is based on their goals and action plans to achieve them. A well-

formulated marketing strategies helps in determining the right budget. The right

implementation plan of the marketing strategy helps in optimal utilization of assigned

budget.

8. Identifying New Target Segment: During formulating the marketing strategies the

organisation studies the demographics like income level, educational level, gender etc. of

the population which gives an insight on their interests, habits and needs. Based on these

information the firm can work upon their offerings and attract new set of customers by

promotional initiatives.

. Following the strategies based on different positions in the market.

1. Market Leader Strategies: This is adopted when the firm enjoys maximum share of

market. Here the firm focuses on expanding the market size, defending its share and

increasing the relative market share. It can be achieved by identifying new segments for

sale of product, introducing differentiation (of price and product) to stand apart from the

competition and introducing scheme to infuse more sale in the existing market segments.

Leaders have to beware of challenger’s strategies and continuously work on their weak ar

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2. Market Challenger Strategies: The challengers work on identifying the areas where the

leader may be weaker like change of technology, dissatisfied customers etc.

 The challengers can adopt frontal attack strategy by adopting the same features of goods

and making choice for consumer difficult

 The challengers may take up flank attack if frontal is not possible or otherwise too. Here

challenger attack where ever the market leader is weak or is caught off-guarded.

 The encirclement attack can be taken up by adopting both frontal and flank attack at the

same time

 The challengers can take less offensive course by capturing the segments or markets which

have not been taken up by leaders and gradually increasing overall market share

 Guerrilla Strategy can be adopted by constantly engaging the leader in price war or

surprising the firm with very unique features of the product to compete.

3. Market Follower Strategies: These firms do not challenge or compete with the leaders.

They, in turn, follow the success strategies of leaders and learn from them. The time

tested marketing mix strategies are adopted leading to reduced risks.

4. Niche Market Strategies: It is adopted by small firms which would like to have full

control on small segment. This strategy is more cost efficient as product differentiation

will be created specially to cater to a small market with predictable demand.

basis various market situations and analytical tools and frameworks.

As seen in the figure, the business level objectives and strategies are drawn from corporate
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level strategy and objectives which is turn are formulated after thorough environmental

analysis.

The process for formulating and implementing the marketing strategy for specific situation

comprises of the following steps:

1. Determining Objectives:

The objectives to be achieved by the marketing strategy are determined on the basis of

business objectives and strategy. The business objectives help in determining what the firm

wants the marketing department to achieve.

2. Analysis of Marketing Environment:

Before determining the strategies, it is very important to thoroughly analyse customers,

competitors and company itself. These factors are highly dynamic. As a result the strategy

formulated may get modified during its implementation. The four Cs analysis help in

preparing a good marketing plan. The four Cs include:

i. The Company’s Internal Resources: the company’s internal resources, capabilities and

strategies at different level need to be examined exhaustively to formulate a workable

strategy.

ii. The Environmental Context: The macro-external environmental factors like socio-

economical factors, political factors, technological factors etc. in which a market exists

have to be understood with absolute detail for selecting right strategy for marketing.

iii. The Competitors’ Analysis: The trends in competitive environment with close and

continuous observation of competitors’ strengths and weaknesses help in determining

upcoming opportunities. This analysis helps in anticipating future environment in

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(ii) NEW MARKETING STRATEGIES

Marketing practices were always there for centuries. But the definition and process of

marketing has undergone gigantic change especially after industrial revolution. Last three

decades have witnessed a drastic change and tremendous increase in the scope in the

activities under marketing. Some of the contemporary forms of marketing are discussed

below.

Holistic Marketing Strategies

The new management approach believes that all different aspects of a marketing strategy are

inter-related. The process of holistic marketing takes into account the considerations of

stakeholders, customers,

just customerservice and satisfaction. It considers the fact that the organization is a subset of

the society and in healthy society alone can a healthy business survive.

New Brand Marketing Strategies

New Brand strategy is a type of Brand Strategies. This strategy is adopted when a product is

expanding its offering to a new product or getting into a new market. For this the company

has to make smart choices in identity, in visuals and brand story to attract attention and give

huge competitive advantage. There are three phases adopted by marketers for brand strategy:

1. Phase I - Discovery: Incase of new brands there is no identity already established, so this

phase is not a significant one for them. But if the brand already exists and the firm wants

to create a new one, the marketer need to objectively how public perceive the existing

brand.It also requires market research and competitors analysis. Sketching a psycho-

social profile of the customers.

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Nykaa when launched itself it identified itself distinctly with people who are into fashion and

make up products and started targeting market comprising of young population. They

adopted marketing through social media. With the successful launch of their brand and

gaining acceptance from initial target market, Nykaa expanded its product range and target

segments too.

2. Phase II – Brand Identity: In this phase, the marketer should begin with defining clearly

the core identity. After this, the marketer has determine the strategy for positioning, USP

of the product/ service being offered. This will give input for developing brand identity

mix and choose the channels to communicate.

Seba Med has in the year 2020 decided to relaunch their soaps as a product for all. It was

earlier present in the market but was sold across the counter mainly at pharmacies for people

having sensitive skin. It launched itself as a most skin friendly soap by comparing its perfect

PH with that of other popular soap brands.

3. Phase III – Execution: It is to be remembered that brand strategy is framed to create an

image in the mind of the consumers and have better recall, and not marketing of product.

Before the firm start executing the branding in a new set up marketer should be sure

whether the branding is in line with the business strategy of the firm. The new brands

branding should be so planned that it maintains consistency in all channels and

communications. Brand Identity should also resonate with the mind-set of the target

market for the firm.

There are few essentials kept in mind while executing the strategy for a new brand:

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 The strategy should focus on communicating the brand story not the product.

 Apart from offering best features and best product, it is very important to be different in

terms of identity.

 The story of the brand should interesting and consistent. The audience are bombarded with

lots of messages, being loud is not sufficient. The branding should be interesting to

capture attention and consistent for better recall.

 The approach should be customer-focussed, not company-focussed for establishing new

brand.

 Empathize with your customers. Tell them how will you solve their problem or what are

you going to do to make their lives better.

Nykaa has never lost its focus from its target market and have never failed to bring delight to

them by surprising the consumers interpreting their thoughts aptly and timely

service Marketing Strategies

Services, such as telecommunication, banking, medical treatment, hospitality etc, are the part

of economy which deals with non-physical and non-tangible entities.

Services are provided to the customers who pay for it. But during the process there is no

transfer of ownership. Services cannot be transported or stored.

As service industry is one of the important contributor of any countries GDP, it cannot be

ignored. Like organisations providing goods, service industry also uses strategies to attract

more customers and increase the market shares.

According to Zeithaml et al, Service Marketing is the marketing process which focuses on

delivering processes, experience and intangible entities to the consumers. Services may have

many categories like hospitality, health care, transportation etc. Basically services are
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offering of processes, performances and deeds. Services can also be value addition with

products being sold like repair services, customer services etc.

As understood, service marketing is marketing of intangibles, hence it is completely different

from conventional marketing approaches for products. To understand service marketing

better it is essential to understand its key features:

1. Marketing of Non-Tangibles: Services cannot be seen or touched. Hence, service

marketing is marketing of those entities which cannot be physically possessed. Services

provides satisfaction to the customer through experience. The better the experience is the

better is the service.

2. Ownership is Non-Transferable: Unlike products, marketing of service does not transfer

any ownership. Services are not owned by the provider or by the consumers. The service

provider just has infrastructure to provide service. It provides experience to the customers

and cease to exist when service is over.

3. 8 7Ps Marketing Mix for Service Marketing: The conventional marketing mix for

products are the 4Ps – Product, Price, Promotion and Place. But for marketing for service,

we require additional three Ps as given by Bernard Boom and Mary Bitner in 1981. The

three Ps which are added in service marketing are :

 People :This include aspects related to employees of the organization. The organization

need to hire, train and motivate their employees so that they exhibit caring attitude

towards consumer and other employees, patience and responsive behaviour. They should

develop competence to serve customers better than competitor.

 Process: It includes all the business processes which will help in provide maximum

satisfaction to the customers. The process should be comprehensive, customer friendly,

convenient and prompt. Right processes at right place will help the organization have

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 embedded system for maximum profitability and customer satisfaction.

 Physical Evidence: Unlike products, services cannot be experienced by the customers by

seeing or touching. The organization should provide evidence of good quality service by

demonstration using techniques like ambience of outlet, testimonial messages of the

consumers and their feedback.

1. n are inseparable:Service providers and service cannot be separated with each other and

also service is produced and consumed at the same time. Services cannot be stored for

future use. The service is generated and delivered at the same time and is consumed

simultaneously by the consumer.

2. Managerial Function: Like marketing of product, marketing of service is also a

managerial function. Various strategies are designed on the basis of objective and

environmental factors in service marketing too. Once the strategies are framed, their

implementation is done after meticulous planning and the success of the strategies are

monitored through evaluation and control techniques.

3. Multifold Benefits: Service Marketing is conducted for various objectives like creating

awareness, boosting sale and increasing revenue. Due to marketing of services, the

consumer are educated and it thus it helps in improving their standards of living. The

marketing activity provides employment directly and indirectly. Any kind of marketing

helps in boosting sale and provides support for betterment of economy.

Some of the popular service marketing strategies are:

1. Word-of-Mouth: As service can be experienced, so the best way of promoting it is by

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 referrals or word-of-mouth. When one customer is pleased with the service experience

they can advocate it to others. To encourage this, firm can introduced schemes like free

service for each subscription etc.

2. Educating Target Segments: It is important the target segment is informed about the

current services or new services being offered by

the firm. The firm can sponsor events, organise seminars and talk- shows, give article in

newspaper to grab attention of target customer.

1. Demonstration: The customer get opportunity to have real experience of the product

using this strategy. They can reduce their resistance and inhibitions for using the services

provided.

2. Use of Social Media: Social media can be used due many of its benefits like selection of

audience, demonstration effect, call discussion or experience sharing through blogs etc.

1.3.1 Green Marketing Strategies

The marketing of environmentally safe products is said to be Green Marketing. It does not

only include selling of green products, but also includes activities like modification of

product and production processes, environmental friendly packaging and designing

promotional messages. Green marketing is adopted to minimize the impact of marketing of

goods and services on the environment, yet being able to satisfy the need of the consumer.

According To American Marketing Association, Green Marketing is the process of

producing, providing and selling the products and services by adopting environmentally

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friendly techniques.

There have been however many different approaches for defining Green Marketing.

Green Marketing, in words of Kinoti (2011), covers wide range of activities which results

processes like production, packaging,

Strategies can be adopted to both consumer and industrial products or services.

According to Polonsky et al (1997), Green Marketing Mix Strategies including developing

green products, using green logistics, engaging in green promotion, green pricing and green

consumption.

1. Green Based Product Strategies:This includes designing and developing products which

are sustainable, like the products which are more durable, less toxin, recyclable. The

strategy may include usage of less packaging material, identifying and using source of

raw material, products which are repairable and has environmental friendly disposability.

Pappco Green ware is a brand founded by Anil Agrawal with an intention to bring the

products in the market which can replace single use plastic. These products are made of

degradable material like plant fibre. These products are now sold in five countries other than

Indian subcontinent. They produces eco-boxes, clamshells, plates. The products are

absolutely plastic free, made of renewable, plant fibers, safe to carry food, totally

compostable and are freezer and microwave safe.

2. Green Logistics Characteristics:One of the most popular Green Logistics Strategies is

Reverse Channel System. This strategy helps in dealing with post-consumption recycling

issues. In this the firm takes back the product when the consumer is ready to dispose it

and uses waste management techniques to prevent ill effect on environment. Other forms

of Green Logistics Strategies are using less packaging material,, using technology for

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 integrated transportation system etc.

1. Green Pricing Strategies: While the assumption that green products are expensive may

be true, but the price is not unusually high. The suggested green pricing strategies may

including informing the consumer that the companies which are able to sell their products

are cheaper price, do not spend on environmental protection initiative. As a result, such

products if bought and used continuously will lead of environmental issues very soon.

The other way of justifying relatively high price is by informing consumer about benefits

of usage of green products for them.

2. Green Promotion Strategies:Promotion of environmental friendly product should bear

following essentials:

Green Promotion also help in education and informing the audience, so that they can chose

product which are not only satisfying their needs but also saving environment.Other notable

examples of Green Marketing are :

1. Starbucks uses green materials for producing, packaging, and delivering its product to

customers. They are planning to open 10,000 environmentally friendly stores by 2025.

2. Ikea has developed a strategy known as People & Planet Positive, encouraging consumers

to be environmentally conscious. It manufactures products through eco-friendly

practices. The company uses and encourages people to use renewable energy, it uses safe

chemicals. It takes care of forest and farmland which are the sources of its raw material.

It inspires and educate its millions of customers to live a more sustainable life at home.

Benefits of using Green Marketing strategies are listed below:

1. Enhances Profits: Green products use less raw material, generates less waste and also save

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 energy.

2. Brings Competitive Advantage: The environmental innovations done by an organization

enhances its image leading to more trust of the consumers. Green products are better in

quality.

3. Increased Share in the Market: Once the organisation is able to get trust of the consumer,

they become more loyal. Also, consumer are now becoming more and more aware and

concerned about environment. They chose products which are less harmful.

4. Getting more benefits as compared to general products: The products used make the

consumer healthier, less maintenance cost, longer life and also a satisfaction of

preventing the environment from getting harmed.

5. Sustainability: With increased threat on environment, every organisation need to contribute

towards keeping the environment safe for future generations.

However, these strategies may face some backlash because of difficulty in implementing the

strategies and unable to substantiate benefits as they are difficult to measure. The processes

like recycling, waste management are expensive.

Guerrilla Marketing Strategies

Guerrilla Marketing was introduced in 1984 by Jay Conrad Levinson in his book Guerrilla

Advertising: Secrets of Making Big Profits from Your Small Business. Guerrilla Marketing is

a low-cost marketing techniques but requires high degree of creativity. But it ensure

maximum attention and exposure. The term has been used in marketing as it is used as

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Guerrilla Warfare in battle field. Guerrilla Marketing requires tactics like elements of

surprises, ambushes, raids. The strategy works by taking the consumer by surprise, creating

lasting impression and a huge buzz on social media. It uses non-conventional marketing

strategies and hence always gets attention of consumers.

For the Guerrilla Marketing strategy to be successful, the following elements should be

incorporated:

1. Better Recall: Guerrilla Marketing should be done cleverly so that it leaves the consumer

thinking and mentally rehearsing about it.

2. Compelling Attention: The advertisement should get attention and appreciation.

3. Emotional Response: Arousal of emotional response of the consumer makes it more

memorable.

4. Invite Interaction: The advertisement which is interactive either with the people

surrounding it or from the consumer, generally leave them talking about it, resulting in

making its recall better.

1. Street Marketing: This strategy brings the business promotion on the streets targeting

mainly the foot traffic in busy streets. Places like benches and sides of bus stands, zebra

crossing, manhole covers, parking spaces etc. are used for advertising. Sometimes, the

staff are also asked to interact with walking passer-bys like distributing product samples,

communicate or collect information from prospective consumers.

2. Ambient Marketing: In this strategy, marketer focuses on surprising the consumers by

providing something out of blue. It is done by choosing an unusual locations, innovative

26
 way of communicating about product etc. High degree of creativity is required for such

types of advertising and marketing. It can also be done by using conventional medium

(like billboard) in an unconventional way (making it three-dimensional etc.)

3. Ambush Marketing: By Ambush in marketing we mean “surprising the competitor(s) by

sudden attack”, mainly to reduce the impact of competitors campaign. The term Ambush

Marketing was coined by strategist Jerry Welsh while he was marketing for American

Express.

Most of the time Ambush Marketing strategy is adopted during some major events or

programs like FIFA World Cup, Super Bowl etc. The firm may market their brand or product

without being major sponsors by placing trademark and other identity imagery strategically.

To avoid such marketing, some organisers of these mega events have to create clean zones to

restrict such advertising attempts.

1. Experiential Marketing: It is done for giving an experience of firm’s product or service

to the consumers. It can be done by making consumer experience your brand in real or

real-like situation. It is not only memorable but is also help the consumer take immediate

decision.

Food Sampling: It is the most enjoyable form of experiential marketing strategy. It is a form

of marketing leaving the consumer pleased and give their reaction immediately. The

consumer may not taste the product, but it seldom goes unnoticed.

Other form of Guerrilla Marketing strategies are Wild Posting, Reverse Graffiti, Undercover

and Stealth Marketing, Grass Root Marketing etc.

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Use of Guerrilla Marketing has increased over the years for multiple reasons. Some of the

benefits of Guerrilla Marketing are listed below.

1. Low Cost Marketing:

This marketing strategy rely heavily on unconventional techniques. It requires smaller budget

but more creativity. Thus, it’s a cost effective way to build a brand.

2. More Chances to Go Viral:

As this type of marketing strategy leaves striking impressions, it is more likely to get

captured and go viral online. The innovative online marketing strategies reaches more and

more people if it is able to appear interesting to the consumers.

3. Better Recall Value:

These campaigns leave the consumers amazed, impressed and give rise to anxiousness to

know more about it and talk about it. This is because of being unconventional and surprising

in nature. Hence, the consumer tend to memorize it for longer time and exhibit response to it

more frequently.

4. Building Partnership:

For such Guerrilla Marketing campaigns to be more effective, it has to relate itself with real

situations and real places where you find your current and prospective consumers. Hence, it

has to develop partnership with local businesses, institutions, organisations. Due to this

collaboration the campaign reached its real audience and provide benefits to both the

partnering parties.

5. Gives Creative Freedom:

The conventional advertising and marketing have guidelines and norms to be followed.
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Hence, making it difficult to cut the cluttering with similar ads and standout. While in

Guerrilla Marketing, the creator of campaign can apply any innovative techniques which

ensures attention of the target market.

1. Spreading of Information using Social Channels:

Interesting information always gets space and attention in social networking platforms like

linkedIn, Whatsapp etc. The audiences and consumers love sharing message or imagery

which is different and surprising. The Guerrilla Campaigns generally passed on and discussed

in such social networking platform. As a result, the campaign’s impact reached far beyond

the geographical location where it has been executed.

Besides having so many benefits, Guerrilla marketing has some very significant drawbacks

like:

 High risk of failure

 Message may get misunderstood as result it may have negative impact on reputation of the

firm

 It may not receive support from the location or the government authorities

 Unpredicted weather and locational conditions may lead to failure of campaign.

(iii) MARKETING PLAN

Planning is deciding in advance what to do, how to do it, when to do it and who is to do it.

Planning is simply a rational approach to accomplish an objective. It bridges the gap from

where we are & where we want to go. Planning is the first management function to be

performed in the process of management. It governs survival, growth and prosperity of any

enterprise in a competitive and ever changing environment.

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Planning is an analytical process which covers:

1. Analysis of the situation or environment,

2. Assessment of the future opportunities and threats,

3. Determination of objectives and goals in the light of the future environmental forces and

4. Selection of the best strategy or the course of action from among the alternative strategies

to achieve the objectives.

Planning is the first and the foremost function of management. Planning precedes all the

functions. Marketing planning is the starting point of all marketing and business activities of

an enterprise.

Marketing planning is the process of anticipating future events and developing strategies to

achieve organisational objectives. It involves designing activities relating to marketing

objectives. Marketing planning of an organisation is planning for that organisation’s revenue-

generating activities.

It must begin with setting down the corporate plans and should be followed through with

plans for each separate function:

1. The first step in marketing planning process is setting down marketing objectives and

policies.

2. The second step is designing the marketing system. In the marketing system, a company

has to design/define each function with its contribution.

1. The fourth step is drawing of detailed plans for each function for a shorter period, i.e., a

quarter, half a year or a year. It will be helpful in defining responsibilities, timing and

30
 costs needed to achieve the short-term objectives.

2. The fifth step is merging the marketing plans into organisational plans.

1. The third step is to develop separate objectives, programmes, and strategies of each

function, so that they can be assessed for the target purpose and the broad objectives. If

any function cannot meet its objectives, have to be modified for that functional area.

2. The fourth step is drawing of detailed plans for each function for a shorter period, i.e., a

quarter, half a year or a year. It will be helpful in defining responsibilities, timing and

costs needed to achieve the short-term objectives.

3. The fifth step is merging the marketing plans into organisational plans.

Marketing Plan Importance

A business firm has to make various marketing decisions. These decisions actually emerge

from the complex interaction of a large number of persons carrying out diverse

responsibilities in the marketing organisation. Being part and parcel of the over-all

management, the marketing executives are deeply involved in the process of planning.

Marketing planning defines the role and responsibilities of marketing executives in such a

way as to achieve the goals of the firm.

It lays emphasis on the allocation of marketing resources in the best and most economical

way. It gives an intelligent direction of marketing operations. Marketing planning involves

the preparation of policies, programmes, budgets etc., in advance for carrying out the various

activities and functions of marketing to attain the marketing goals.

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According to American Marketing Association, “marketing planning is the work of setting up

objectives for marketing activity and of determining and scheduling the steps necessary to

achieve such objectives.” Planning is the first management function to be performed in the

process of management. It governs survival, growth and prosperity of any enterprise in a

competitive and ever-changing environment.

The connecting link of markets to marketing is the process and the function of marketing

management. Marketing management is the blending factor of markets and marketing. Today

the consumer is a complicated, emotional and confused individual. His buying is based on

subjectivity and not often backed by objectivity. The introduction of innumerable brands of

toilet soaps, talcum powders is examples.

Every company must look ahead and determine where it wants to go and how to get there. Its

future should not be left to chance. To meet this need, companies use two systems a strategic

planning system and marketing planning system. Strategic planning provides the route-map

for the firm. Strategic planning serves as the hedge against risk and uncertainty

Marketing has been described as the railway engine which pulls all the other departmental

carriages along. Marketing planning is the interface between the enterprise and its market.

We had explained that marketing places the consumer at both the beginning and the end of

the business process.

Any firm practising marketing in the proper sense has to identify correctly the needs of the

consumer, translate the needs into suitable products and services, deliver those products and

services to the total satisfaction of the consumer and through the process generate profits for

the firm.

Importance of Marketing Planning:

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Marketing planning is a systematic and disciplined exercise to formulate marketing

strategies. Marketing planning can be related to the organisation as a whole or to strategic

business units (SBU). Marketing planning is a forward looking exercise, which determines

the future strategies of an organisation with special reference to its product development,

market development, channel design, sales promotion and profitability.

The various importance of marketing planning are :

1. To Face Future Uncertainties:

As the future is always clouded with risk, it is only pertinent that measures are taken as

protection against unforeseen risks. An expert marketing manager makes marketing forecast

on the basis of careful analysis of present circumstances and trends, and then sets the

objectives for the future.

He also takes into account any situation that is likely to arise in the future which may have an

impact on the company’s marketing plans. For example, a marketing manager may take into

consideration the probable entry of new competitors in the same product line while making

plans.

2. Provides Focus to Marketing Activities:

Efficient marketing planning helps in focusing the various activities, programmes and

operations of the department towards the same direction- achieving the goals of the

marketing department in a way that is aligned with the overall business success.

3. Best Utilization of Opportunities:

The future is not just fraught with risks, but it is also full of viable opportunities. Marketing

planning helps the organization to identify the opportunities that may arise in future and seize
33
them before the competitors do. Regular monitoring of the business environment throws

light on a number of emerging consumer needs and wants which can be successfully

converted into marketing ideas.

1. Determination of the Right Marketing Mix:

The marketing mix is the combination of the various marketing elements like product, price,

place, promotion, people, physical evidence, etc. which is used by an organization to

influence the demand for its products or services. A good marketing plan helps to determine

the appropriate proportion of the various aspects of the marketing mix to create the maximum

appeal to customers.

2. Better Coordination:

Marketing plans are basically formulated for the marketing department, but they are aligned

with the overall objectives of the company. Therefore it helps to coordinate the activities of

all the departments so that coordination is achieved in the performance of the marketing

department.

3. Satisfaction of the Customer:

The business exists because of the customer and can operate profitably only through the

satisfaction of his wants. Marketing planning entails the study of the customer wants and

directs all marketing efforts towards the satisfaction of these needs. A marketing plan which

is based on extensive consumer research lays the maximum emphasis on customer

satisfaction.

Types

Marketing Planning provides the framework of the advertising and marketing efforts made

for the business. It describes the role and responsibilities of a marketing manager to

accomplish the objectives of the company. It gives prominence to the distribution of

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marketing resources pleasantly and economically and provides a creative direction for

marketing operations.

Marketing planning consists of the policies, programs, budgets, marketing mix, historical

data, current market position and future predictions of the business. However, a good

marketing plan also requires a solid marketing strategy as without a proper marketing

strategy marketing plan cannot become useful for the business.

Marketing planning can be divided into short-term and long-term. Let’s discuss both to give

you a more comprehensive understanding of which one (or both) is right for your business

objectives.

1. Long -Term Marketing Planning

Long range planning involves tentative determination of the enterprise’s broad goals to be

achieved and the strategies to be adopted for the purpose over a long period of time. LTMP

covers a time which is long enough to provide the marketing management with an

opportunity to anticipate future problems and thus to have a greater freedom of action to

resolve them in an orderly manner.

According to Peter F. Drucker, “long range planning is not master- minding the future. It

does not deal with future decisions. It deals with the futurity of present decisions. It is not an

attempt to eliminate risk. Rather it seeks to raise the capacity to take risks.” These have great

relevance’ to a long term planning for marketing also. The goals generally relate to sales,

market share, the range of new products, markets to be pursued, the lines of business which

the enterprise should go in etc.

Long-term marketing is a strategy that outlays more general objectives for the next 10 years.

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Although short-term marketing is easier to conceptualize as it focuses on the now; once you

have announced a new merger or heralded a new acquisition, what comes next?

Every company needs to have a long-term marketing plan that keeps the brand fresh and

relevant in the eyes of the customers. Long term marketing is beneficial to improve on

existing messaging, figure out what works and what doesn’t and optimize leads and

conversions.

Examples of long-term marketing include:

Public Relations (PR) Social media

Paid search engine optimization (SEO)

2. Short –Term Marketing Planning

Short-term marketing, also known as operational or tactical marketing, is a plan for up to one

year. This method is typically implemented to promote sales and promotions, new products

and services and other events foreseen in the next month to 12 months

STMP has two objectives:

(a) Implementation of LTMP through programmes and budgets and

(b) Improvement of operating performance.

The plans are normally sub-divided into monthly or weekly plans for control purpose. Mostly

short term plans are in the form of budgets. Periodically, the budgeted figure is compared

with the actual performance, variations are considered for corrective steps.

Short-term marketing, also known as operational or tactical marketing, is a plan for up to one
36
year. This method is typically implemented to promote sales and promotions, new products

and services and other events foreseen in the next month to 12 months.

Short-term marketing includes a detailed action plan of the type of marketing (online, print,

paid, organic, etc)., who will carry out the strategies, a budget, a sales forecast and expected

reach and profit.

Examples of short-term marketing include:

Price promotions

Discounts to certain groups (military, teachers) Trade shows

2.3.1 Content of Marketing Plan

A marketing plan is the first step in creating a successful marketing program for your new

business. Fortunately, it doesn’t have to be complicated in order to work. Here are the ten

basic components of a marketing plan.

You started a company and now you’re thinking about developing a marketing program, you

need to begin with a marketing plan. Having been in marketing for more than a decade, I

have seen my share of marketing plans. Some are short and to the point, others are hundreds

of pages thick and cost thousands of dollars to produce.

The irony is that many of the expensive marketing plans end up on a shelf and rarely get

implemented. The simple plans, if researched and implemented effectively, have the greatest

impact.

Regardless of the scope of your marketing plan, you must keep in mind that it is a fluid

document. Every business needs to begin with a well structured plan that is based in thorough

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research, competitive positioning and attainable outcomes. Your plan should be the basis for

your activities over the coming months. However, you should always be willing to enhance

or redirect your plan based on what proves successful.

The various elements of Marketing Plan are:

1. Market Research

Collect, organize, and write down data about the market that is currently buying the

product(s) or service(s) you will sell. Some areas to consider:

 Market dynamics, patterns including seasonality

 Customers – demographics, market segment, target markets, needs, buying decisions

 Product – what’s out there now, what’s the competition offering

 Current sales in the industry

 Benchmarks in the industry

 Suppliers – vendors that you will need to rely on

2. Target Market

Find niche or target markets for your product and describe them.

3. Product

Describe your product. How does your product relate to the market? What does your market

need, what do they currently use, what do they need above and beyond current use?

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4. Competition

Describe your competition. Develop your “unique selling proposition.” What makes you

stand apart from your competition? What is your competition doing about branding?

5. Mission Statement

Write a few sentences that state:

 “Key market” – who you’re selling to

 “Contribution” – what you’re selling

 “Distinction” – your unique selling proposition

6. Market Strategies

Write down the marketing and promotion strategies that you want to use or at least consider

using. Strategies to consider:

 Networking – go where your market is

 Direct marketing – sales letters, brochures, flyers

 Advertising – print media, directories

 Training programs – to increase awareness

 Write articles, give advice, become known as an expert

 Direct/personal selling

 Publicity/press releases

 Trade shows

 Web site

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7. Pricing, Positioning and Branding

From the information you’ve collected, establish strategies for determining the price of your

product, where your product will be positioned in the market and how you will achieve brand

awareness.

1. Budget

Budget your dollars. What strategies can you afford? What can you do in house, what do you

need to outsource.

2. Marketing Goals

Establish quantifiable marketing goals. This means goals that you can turn into numbers. For

instance, your goals might be to gain at least 30 new clients or to sell 10 products per week,

or to increase your income by 30% this year. Your goals might include sales, profits, or

customer’s satisfaction.

3. Monitor Your Results

Test and analyse. Identify the strategies that are working.

 Survey customers

 Track sales, leads, visitors to your web site, percent of sales to impressions

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By researching your markets, your competition, and determining your unique positioning,

you are in a much better position to promote and sell your product or service. By establishing

goals for your marketing campaign, you can better understand whether or not your efforts are

generating results through ongoing review and evaluation of results.

As mentioned earlier, be sure to use your plan as a living document. Successful marketers

continually review the status of their campaigns against their set objectives. This ensures

ongoing improvements to your marketing initiatives and helps with future planning.

Strategic Business Unit

If a large organization adopts the SBU strategy, it forms fully functional departments to

manage specific products, services, customers or a geographical area. These departments are

independent and set up with the objective of increasing profits.

A strategic business unit is a term used to represent such an independent, specialized

department or a sub-unit that focuses on a given objective. It has its own vision, course and

mission. Planning for a strategic business unit is done separately, its goals are different from

that of the parent organization and it focuses on long-term business performance.

An SBU strategy provides working independence to these sub-units, but they’re required to

submit status reports on performance and processes to the parent organization. Some SBUs

may have the power to make crucial business decisions but most have to report to the head

office.

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One such case is LG, which has a long list of products managed by separate divisions. Each

strategic business unit has to not only manufacture and deliver products but also make critical

decisions and

manage investments. This way the parent organization can focus on tracking income, costs

and profits.

Over the years, organizations like LG and Coca-Cola have redefined the meaning of strategic

business units by showing us that SBUs don’t have to be small projects. They can be large

businesses with strong support functions. They can control marketing, human resource

management, training and development. A strategic business unit can be extremely beneficial

for an organization in the long run, especially if it has multiple product structures.

Organizations that consider SBU in strategic management can quickly and effectively

respond to shifts in the market.

Definition: A strategic business unit, popularly known as SBU, is a fully-functional unit of a

business that has its own vision and direction. Typically, a strategic business unit operates as

a separate unit, but it is also an important part of the company. It reports to the headquarters

about its operational status.

Strategic Business Unit Characteristics:

The SBU structure adopted by an organization should play to its strengths and make good use

of the opportunities in the industry. Let’s look at the characteristics of strategic business unit:

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As the meaning of a strategic business unit suggests, it’s a strategy to set up a separate unit of

business or a group of businesses that are allowed to plan autonomously.

The strategy deals with a homogenous set of markets to minimize diversity. It allows a

manager to formulate and implement internally consistent and coherent business strategies

Responsibilities of profitability, strategic planning and performance lie with the heads of the

respective business units

Each SBU offers unique products and services. No two SBUs within a firm should compete

with the same products for the same customers. Organizations avoid duplication of products

and effort to maximize economies of scale within the SBUs

2.3.3 Structure of Strategic Business Unit

A strategic business unit structure has independent operating units that function as

autonomous businesses. Within the structure, top corporate officials assign responsibilities to

division owners for business unit strategy and regular operations. The parent officers are

tasked with developing and executing comprehensive strategies and managing SBUs with

financial and strategic controls. Senior executives make decisions for each unit as the SBU

structure connects the units with the related divisions of the business.

There are three levels in a strategic business unit structure:

At the top sits the corporate headquarters that monitors performance and process
43
The next level has SBU groups that carry their status

At the bottom are divisions assembled according to the similarities with SBUs

From a strategic viewpoint, each strategic business unit is an independent business. In this

system, a single SBU is considered a profit center led by corporate officials. Parent

supervisors don’t focus on operational control as it allows divisions to quickly respond to

changing industry environments.

Features of Strategic Business Unit

 Strategic Business Unit utilizes a product-market strategy.

 SBU is a part of the organizational structure.

 It is regarded as organizational units that are devoid of individual and independent legal

personality.

 They perform activities that are considered the utmost crucial and significant for the

entire organization concerning decision making.

 It has a divisional structure determined by its size of production, accounting processes,

research and development activities, and marketing function.

64

 Strategic Business Unit decision-making autonomy comprises production, laboratory

testing, finance, production preparation, accounting, and marketing.

 They enable the organization to enjoy autonomous planning functions.

44
 It is responsible for functions like strategic planning, performance, and profitability of

the division.

 Strategic Business Unit has a set of own competitors.

Need of SBU

Following are the needs of SBUs :

1) To ensure that each product or product line of the hundreds offered by the company would

receive the same attention as if it were developed, produced and marketed by an

2) To provide assurance that a product will not get lost among other products (usually those

with larger sales & profits) in a large company.

3) SBU's makes the organization in organized form. The first principle of time management

is to get organized. Similarly, one of the first things an owner got to do is to see his

organization clearly.

4) To ensure that a certain product or product line is promoted and handled as though it were

an independent business.

5) Dividing products into SBU's helps you stay in touch of the market separately for each and

every product. Thus a marketing manager/sales manager may be assigned one product at

a time and will be responsible for that product itself. Thereby he may give valuable

45
 contribution in maintaining the STP of a product in the target market.

6) SBUs propagates the correct decision making. The decisions can be at the micro level

(managing STP, strategies) or it can be at the macro level (investments from the corporate

fund, whether to continue investing?).

7) By micro managing each and every product and dividing it into SBU's, an owner can

obtain a holistic view of the organization. This view is also used in preparing the financial

statements as well as to keep tabs on the investments and returns for the organization

from each SBU. Thus the overall profitability of the firm can be decided.

8) The best reference for investments in SBU's can be the BCG matrix. In the BCG matrix,

the SBU's are divided as per their market share and the market growth rate. Thus

depending on the BCG matrix, the

case of larger organizations it may even be one single type of product (such as LED or LCD

televisions).

1) Naturally once the organization is organized, the management can micro manage things.

For example, large companies like HUL and P&G (the best examples of multi product

organizations) have at least 30 different products at all times. Each of them requiring

separate manpower, strategies, expenses and returns. Thus this needs micro managing of

46
 the highest aspect. Micro managing helps the management to focus on each and every

product separately.

Advantages of Strategic Business Units

The advantages of SBUs are as follows:

1) Decentralization of Authority:

Decentralization of authority is caused because it reduces the span of control.

Decentralization has its own effect on the organizational effectiveness and motivation

system. The juniors feel more honoured and empowered.

2) Better Co-ordination:

There is perfect co-ordination between different divisions because they are similar strategic

units. There will be more complementary than competition.

3) Fast Formulation and Effective Implementation of Strategies: The strategy

formulation is rendered easier and cosier as similar SBUs are under one manager who reports

back to General Manager and the CEO. The message that

comes from CEO leads to effective implementation. Each

division has the participation in both planning and implementation.

4) Assured Accountability:

Each division that comes under a SBU manager is accountable for its performance under,

normal or over. Similarly each SUB is accountable to the general manager and so on.
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Disadvantages of Strategic Business Units

The disadvantages of SBUs are as follows:

1) Increase in Operating Costs:

The operation costs increase because this structure increases one more layer in the

organizational structure. Administrative overheads paid-up.

2) Gap between Divisions and Head Office:

This gap is created because extra layer that comes in between the head office and the SBUs.

This gap reduces direct links with the divisions. This delays the communication process

which is a must for twoway flow of information for decision-making and assessing the

performance.

3) Reduced Flexibility:

In order to achieve one thing another is to be sacrificed in part it not in goal. The

decentralization dilutes the degree of flexibility which encourages slow movement of

information.

4) Dirty Politics and Unwanted Competition:

Under this structure SBUs are at the top where there is going to be clamour for resources and

foul play of politics because all SBUs are not cash cows or stars or dogs or even question

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marks. This categorization leads unhealthy competition.

2.3.1 SWOT Analysis

SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. By definition,

Strengths (S) and Weaknesses (W) are considered to be internal factors over which you have

some measure of control. Also, by definition, Opportunities (O) and Threats (T) are

considered to be external factors over which you have essentially no control.

SWOT Analysis is the most renowned tool for audit and analysis of the overall strategic

position of the business and its environment. Its key

business model that will best align an organization’s resources and capabilities to the

requirements of the environment in which the firm operates.

In other words, it is the foundation for evaluating the internal potential and limitations and

the probable/likely opportunities and threats from the external environment. It views all

positive and negative factors inside and outside the firm that affect the success. A consistent

study of the environment in which the firm operates helps in forecasting/predicting the

changing trends and also helps in including them in the decision-making process of the

organization.

An overview of the four factors (Strengths, Weaknesses, Opportunities and Threats) is given
49
below-

1. Strengths - Strengths are the qualities that enable us to accomplish the organization’s

mission. These are the basis on which continued success can be made and

continued/sustained.

Strengths can be either tangible or intangible. These are what you are well-versed in or what

you have expertise in, the traits and qualities your employees possess (individually and as a

team) and the distinct features that give your organization its consistency.

Strengths are the beneficial aspects of the organization or the capabilities of an organization,

which includes human competencies, process capabilities, financial resources, products and

services, customer goodwill and brand loyalty. Examples of organizational

strengths are huge financial resources, broad product line, no debt, committed employees, etc.

1. Weaknesses - Weaknesses are the qualities that prevent us from accomplishing our

mission and achieving our full potential. These weaknesses deteriorate influences on the

organizational success and growth. Weaknesses are the factors which do not meet the

standards we feel they should meet.

Weaknesses in an organization may be depreciating machinery, insufficient research and

development facilities, narrow product range, poor decision-making, etc. Weaknesses are

controllable. They must be minimized and eliminated. For instance - to overcome obsolete

machinery, new machinery can be purchased. Other examples of organizational weaknesses

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are huge debts, high employee turnover, complex decision making process, narrow product

range, large wastage of raw materials, etc.

2. Opportunities - Opportunities are presented by the environment within which our

organization operates. These arise when an organization can take benefit of conditions in its

environment to plan and execute strategies that enable it to become more profitable.

Organizations can gain competitive advantage by making use of opportunities.

Organization should be careful and recognize the opportunities and grasp them whenever

they arise. Selecting the targets that will best serve the clients while getting desired results is

a difficult task. Opportunities may arise from market, competition, industry/government and

technology. Increasing demand for telecommunications accompanied by deregulation is a

great opportunity for new firms to enter telecom sector and compete with existing firms for

revenue.

3. Threats - Threats arise when conditions in external environment jeopardize the reliability

and profitability of the organization’s business. They compound the vulnerability when they

relate to the weaknesses. Threats are uncontrollable. When a threat comes, the stability and

survival can be at stake. Examples of threats are - unrest among employees; ever changing

technology; increasing competition leading to excess capacity, price wars and reducing

industry profits; etc.

Advantages of SWOT Analysis

SWOT Analysis is instrumental in strategy formulation and selection. It is a strong tool, but it

involves a great subjective element. It is best when used as a guide, and not as a prescription.

Successful businesses build on their strengths, correct their weakness and protect against

internal weaknesses and external threats. They also keep a watch on their overall business

environment and recognize and exploit new opportunities faster than its competitors.

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SWOT Analysis helps in strategic planning in following manner-

 It is a source of information for strategic planning.

 Builds organization’s strengths.

 Reverse its weaknesses.

 Maximize its response to opportunities.

 Overcome organization’s threats.

 It helps in identifying core competencies of the firm.

 It helps in setting of objectives for strategic planning.

 It helps in knowing past, present and future so that by using past and current data, future

plans can be chalked out.

 SWOT Analysis provide information that helps in synchronizing the firm’s resources and

capabilities with the competitive environment in which the firm operates.

EXAMPLE

SWOT Analysis of Google Introduction:

Google is probably the world’s best-known company for pioneering the search engine

revolution and providing a means for the internet users of the world to search and find

information at the click of a mouse. Further, Google is also known for its work in organizing

information in a concise and precise manner that has been a game changer for the internet

economy and by extension, the global economy because corporations, individuals, and

52
consumers can search and access information about anything anywhere and anytime.

Strengths

 Market Leader in Search Engines

Perhaps the biggest strength of Google is that it is the undisputed leader in search engines,

which means that it has a domineering and lion’s share of the internet searches worldwide.

Google has more than 65% of the market share for internet searches and the competitors do

not even come close to anywhere that Google does.

 Ability to Generate User Traffic

Google is a household brand in the world, its ability to drive internet user traffic is legendary,

and this has helped it become one of the most powerful brands in the world. Indeed, Google

averages more than 1.2 Billion hits a month in terms of the unique searches that users

perform on the site. This gives it an unrivaled and unparalleled edge over its competitors in

the market.

 Revenue from Advertising and Display

Its revenue model wherein it garners humungous profits through partnerships with third party

sites has held the company in good stead as far as its ability to mop up resources and increase

both its top-line as well as bottom-line is concerned. This is another key strength of the

company that has helped it scale greater heights.

 Introduction of Android and Mobile Technologies

The last of the strengths discussed here relates to its adoption of Android and Mobile

technologies, this has resulted in it becoming a direct competitor of Apple as far as these

devices, and operating systems are concerned.

Weaknesses
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 Excessive Reliance on Secrecy

Google does not reveal its algorithm for searches or even its basic formula as far as internet

searches are concerned leading to many experts slamming the company for being opaque and

hiding behind the veneer of secrecy. However, in recent years, Google has taken steps to

redress this by providing a bare bones version of its unique search engine algorithm.

 Falling Ad Rates

In recent years and especially in 2013, the company has been faced with declining revenues

from ads and as a result, the profitability of the company has taken a hit. This is partly due to

the ongoing global economic slowdown and partly because of competitors snapping at its

heels in a more aggressive manner. Indeed, Apple has already taken steps to garner search

engine revenues in its devices and hence, Google must be cognizant of the challenges that lie

ahead.

 Overdependence on Advertising

Google’s business model relies heavily on advertising and the numbers reveal that it gets

more than 85% of its revenues from ads alone. This means that any potential dip in revenues

would cost the company dearly (literally as well as metaphorically). The point here is that

Google has to devise a more robust business model that embraces e-commerce and mobile

commerce along with its current business model that is based on ad revenues alone.

 Lack of Compatibility with next generation devices

Another weakness for Google is that it is not compatible with many next generation

computing platforms including mobile and tablet computers and this remains an area of

concern for the company.

Opportunities

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 Android Operating System

Perhaps the biggest opportunity for Google lies in its pioneering effort in providing the

Android OS (Operating System) which has resulted in its becoming a direct competitor to

Apple and Samsung.

 Diversification into non-Ad Business Models

As discussed earlier, the company has to diversify into non-ad revenues if it has to remain

profitable and current indications are that it is adapting itself to this as can be seen from the

push towards commercial transactions using its numerous sites like Google Books, Google

Maps etc.

 Google Glasses and Google Play

The introduction of Google Glasses and Google Play promises to be a game changer for

Google and this is a significant opportunity that the company can exploit. Indeed, this very

aspect can make the company take the next evolutionary leap into the emerging world of

nano-computing.

 Cloud Computing

Cloud Computing remains a key opportunity for Google as it is already experienced in

providing storage and cloud solutions. Indeed, if not anything, it can move into the enterprise

market using the cloud-computing paradigm.

Threats

 Competition from Facebook

The advent of Social Media has seriously threatened Google’s dominance in the internet

world and the company has to pull an ace to deal with the increasing features available on

Facebook and Twitter.

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 Mobile Computing

(iv) Recent Trends in Marketing Strategies

EMERGING STRATEGIES

Marketing strategy has played very important role in the growth and development of the

product and services. Marketing manager has assigned a team of experts who look after the

development of best and effective marketing strategy. With help of the selected marketing

strategy marketer can be effectively positioned their prospective product or services to the

target customers and able to achieve desired objectives.

OO21st Century Marketing Strategies

SOCIAL NETWORKS AND VIRAL MARKETING

The purpose of social media marketing is to give people with useful content that they will

want to share throughout their social networks, increasing visibility and traffic. Shared

content, videos, and photos on social media can aid SEO by enhancing relevancy in search

results on social media platforms such as Facebook, Twitter, YouTube, and Instagram, as

well as search engines such as Google and Yahoo.

PAID MEDIA ADVERTISING

Paid media is a strategy of increasing website traffic through the purchase of adverts. One of

the most prevalent methods is to use pay-per-click (PPC) links. When people search for terms

related to a company's product or service, the firm buys or "sponsors" a link that appears as

an ad in search engine results (this process is commonly known as search engine marketing,

or SEM). For each visitor who clicks on the ad, the company pays a small fee to the search
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engine (or another third-party host site) — a literal "pay per click."

INTERNET MARKETING

Internet marketing, often known as online marketing, involves promoting and driving e-

commerce sales through the use of the internet and email. Social media networks may be

used to increase brand visibility and

advertise products and services. Traditional advertising media such as radio, television, and

print are commonly coupled with these initiatives.

Online evaluations and opinions have a lot to offer as well. Individuals who have positive

things to say about your product or service have nothing to gain from spreading the word, so

word-of-mouth advertising is free, natural, and incredibly powerful. A referral from a friend,

co-worker, or family member has built-in credibility, and it can produce dozens of prospects

eager to have a positive experience with your business.

EMAIL MARKETING

For nurturing and converting customers, email marketing is a strong tool. It is not, however, a

game of chance whether or not your communication gets captured in spam filters. Email

marketing, on the other hand, is a computer-assisted technique for influencing individual

prospects and consumers' purchasing decisions. Because open rates and click-through rates

are used to gauge the effectiveness of email marketing, strategy is crucial, especially when

it's part of a larger internet marketing effort.

DIRECT SELLING

Direct selling is exactly what it sounds like: it markets and sells products to individuals

directly. In this strategy, sales representatives build face-to- face relationships with

consumers by demonstrating and selling products outside of retail settings, usually at the

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customer's home. (e.g., Amway, Avon, Herbalife, and Mary Kay).

POINT-OF-PURCHASE MARKETING (POP)

POP marketing (Point-of-Purchase Marketing) sells to a captive audience of shoppers who

are already in the store and ready to buy. Product displays, on-package coupons, shelf talkers

touting product benefits, and other attention-getting "sizzle" can impact shelf purchases by

making an offer simply too tempting — and too obvious — to pass up.

COBRANDING, AFFINITY, AND CAUSE MARKETING

A marketing technique in which two or more organisations collaborate to advertise and sell a

single product or service is known as co-branding. When companies lend their collective

reputation to increase perceptions of the product or service's worth, consumers are more

likely to purchase and willing to pay more at retail. Co-branding, on the other hand, may

deter private label manufacturers from duplicating the product or service. Affinity marketing,

on the other hand, is a collaboration between a corporation (supply) and an organisation that

brings together people who share like interests, such as a coffee shop that sells goods from a

local bakery.

There are plenty of co-branding alliances out there, but a few recent instances stand out, like

the daring GoPro and Red Bull, the elegant BMW and Louis Vuitton, and the fashion-

forward Alexander Wang and H&M

CONVERSATIONAL MARKETING

Conversational marketing is just that: a conversation. Using a Chabot or live chat to

communicate with prospects and customers in real time puts the correct information in front

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of them at the right time, allowing them to self-serve and get questions answered quickly.

Personalised, relevant engagement improves the user experience significantly. B2C

companies benefit from conversational marketing because it scales customer service and

decreases the amount of time customers spend in the sales funnel. Conversions happen more

quickly because relationships are built more quickly.

Because it is conversational, conversational marketing is effective:

 Provides a true, personal consumer experience by removing impersonal lead collection

levels.

 Encourages clear communication - because the request is contextualised, customers may

express their needs more clearly, and businesses can better understand and assist.

 Bots can also recommend new materials or items to clients based on their previous

behaviour, which helps to improve relationships.

EARNED MEDIA/PR

Earned media (sometimes called "free media") is publicity that is earned without the use of

paid advertising. Earned media can take many forms — a social media testimonial, word-of-

mouth, a television or radio mention, a newspaper storey or editorial — but one thing is

constant: it is unpaid and can only be acquired organically. Traditional advertising cannot be

purchased or possessed in the same manner.

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STORYTELLING

To generate emotional responses from customers, brand storytelling leverages a well-known

communication structure. Rather than simply repeating statistics and figures, storytelling

allows you to tell a captivating storey about what your company is, what it does, how you

solve problems, what you value, and how you interact with and contribute to your community

and the general public.

Introduction to Global Marketing Strategies

'Think globally, act locally,' is the favourite Marketing strategy phrase and it indicates a

common technique that is becoming increasingly important in a worldwide environment

where there are no barriers to the flow of commodities or the provision of global marketing

services? It is now clear that corporations can no longer protect themselves from global

marketing competition by sticking to their home markets or a few select areas.

McDonald's, Coca-Cola, Domino's Pizza, Red Bull energy drink, KFC, Nike, and StarBucks

are just a few of the global brands that have done it successfully. Because the four P's –

Product, Price, Place, and Promotion – are relevant in every market, global marketing follows

the same process as local marketing tactics.

It is not always possible or desirable to implement a global marketing plan that completely

globalises all marketing activities (differentiated globalization). Global marketing strategies

were thought to be of one type alone in the early stages of development, giving the same

marketing approach all over the world. Many more forms of global marketing tactics

emerged as marketers gathered more experience. Some of them were far less difficult,

exposing only a small part of a marketing plan to globalisation. A more usual way is for a

corporation to localise distribution and marketing communication while globalising its

product strategy (product lines, product designs, and brand names).

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Integrated Global Marketing Strategy

Most parts of a marketing plan have been globalised when a corporation adopts an integrated

global marketing strategy. Not only the product, but also the marketing strategy, price, and

distribution, as well as strategic components like segmentation and positioning, are all part of

globalisation. Companies that deal with truly worldwide consumers may benefit from such an

approach. It also implies that the way a given industry operates is remarkably consistent

across countries, allowing a corporation to implement its strategy in a consistent manner.

Coca-Cola is one corporation that exemplifies an integrated global marketing strategy to a

considerable extent. That corporation has developed a global marketing strategy that

encompasses practically all aspects of its marketing programme, including segmentation,

positioning, branding, distribution, bottling, and advertising.

Completely integrated worldwide marketing strategies will continue to be the norm,

according to reality. However, there are many other types of partially globalized marketing

strategies; each may be tailored to specific industry and competitive circumstances.

Global Product Category Strategy

The global product category strategy is maybe the least integrated sort of global marketing

strategy. Leverage can be achieved by competing in the same category in multiple countries,

and it can take the shape of product technology or development costs. When a corporation

chooses a global product category, it means that the company will explore targeting different

sectors within that category or changing the product, advertising, and branding to meet local

market demands. Companies operating in the multi-domestic mode usually use a global

category strategy and leverage market expertise without pursuing standardisation. When

there are major disparities between markets and only a few segments are present in each area,

this technique works best. Several classic multinational firms have been transitioning towards

the global category after decades of pursuing a multi-domestic marketing approach,

customising marketing strategies to local market conditions and allocating management to

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local management teams.

Nestle, Unilever, and Procter & Gamble are three big international consumer goods firms

involved in the food and household goods industries.lobal Segment Strategy

A global segment strategy is used by a corporation that decides to target the same segment in

multiple countries. The corporation may have a better grasp of its consumer base and use that

knowledge all around the world. When a corporation develops an in-depth grasp of a niche or

segment in the consumer or industrial industries, important knowledge is gained. Even if

some standardisation is expected, a pure global segment approach will allow for diverse

items, brands, or advertising. The options could include always competing in the top or

middle section of a consumer market or for a specific technological use in an industrial

segment. In the world of global marketing, segmentation tactics are relatively new.

Global Marketing Mix Element Strategies

These strategies focus on individual marketing mix factors including pricing, distribution,

location, promotion, communications, and product to achieve globalisation. They are

partially globalised marketing tactics that allow a business to tailor other components of its

marketing strategy. The most essential strategies are global product strategies, global

advertising strategies, and global branding strategies, while other sorts of strategies may be

used. Those marketing mix parts that are exposed to particularly powerful global logic factors

are typically globalised by firms. When faced with strong global purchasing logic, a

company's account management techniques or pricing approach may be globalised. Another

company that faces strong global information logic will need to globalise its communications

strategy.

Global Product Strategy

A corporation that pursues a global product strategy has largely globalised its product

offering. While the product may not need to be totally standardised over the world, critical
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parts or modules may be. Product use conditions, expected features, and required product

functionalities must be generally same throughout all global product strategies, with little

differences or revisions required. Companies interested in pursuing a global product strategy

want to take advantage of the fact that all of the necessary investments for producing and

developing a product have already been made. Global strategies will generate more volume,

making the initial expenditure more justifiable.

Global Branding Strategies

Global branding strategies consist of using the same brand name or logo worldwide.

Companies want to leverage the creation of such brand names across many markets, because

the launching of new brands requires a considerable marketing investment. Global branding

strategies tend to be advisable if the target customers travel across country borders and will

be exposed to products elsewhere.

When target clients are exposed to advertising from all around the world, global branding

strategies become even more vital. This is frequently the case for industrial marketing

consumers who read international trade and industry periodicals. Global branding is

becoming increasingly significant for consumer products, as cross-border advertising via

foreign TV channels is becoming more popular. Even before the liberalisation of the

economies in the early 1990s, many customers in some countries, such as Eastern Europe,

were familiar with Western European brands. A company's global branding allows them to

capitalise on existing goodwill. Luxury goods marketers, for example, who often face a

substantial fixed outlay for the worldwide promotion of a product, may pursue global

branding tactics.

Global Advertising Strategy

The usage of the same brand name all around the world is commonly connected with

globalised advertising. However, a business can desire to employ different brand names for

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historical reasons. Many multinational corporations have undertaken acquisitions in other

countries, leading in the creation of a slew of local brands. These regional brands have their

own distinct market, and changing their names could be harmful. Instead, the corporation

might seek to capitalise on a specific subject or advertising strategy that was produced as a

consequence of some global customer research. When a company wants to sell to customers

that are looking for similar benefits all over the world, global advertising themes are the best

option. When the purchasing reasons are found to be similar, a common theme can be

developed to address them.

Composite Global Marketing Strategy

The previous descriptions of numerous global marketing models give the idea that businesses

are only employing one of the general strategies. However, reality reveals that few businesses

stick to a single strategy over time. Companies are more likely to adopt multiple general

worldwide strategies and run them in parallel. A corporation may pursue a global brand

strategy for one aspect of its business while operating local brands in other areas. Many

businesses are a mash-up of many methodologies, hence the term composite.

Competitive Global Marketing Strategies

We are particularly interested in two types of methods. For starters, there are a number of

heavily contested global marketing battles in which two companies compete across the entire

global chessboard. The second game sets a worldwide corporation against a local company,

which is a scenario that occurs frequently in many markets.

The war for market supremacy between Coca-Cola and PepsiCo, the world's two major soft

drink firms, is one of the most long-running conflicts in global rivalry.

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Global corporations might use their expertise and market position in one area to help another.

As a result, a worldwide firm is frequently a more formidable opponent than a local

corporation.

Despite their greater resources, multinational corporations often become rigid after a number

of successful market entrances and prefer to stick to typical approaches when flexibility is

required. In general, the strongest local competitors of global corporations are those who

keep a close eye on them and learn from their manoeuvres in other nations. Local competitors

in some areas can take advantage of such advance warning by developing defences or

launching a pre-emptive attack on the same segment, as some global corporations require

several years before a product is offered in all markets.

STRATEGIES FOR ENTERING THE EMERGING MARKETS

The term "emerging markets" refers to an economy that has had

significant economic growth and has some, but not all, of the features of a developed

economy. Emerging markets are countries that are in the process of changing from

"developing" to "developed" status.

Characteristics of Emerging Markets

The features of emerging markets are depicted in the diagram below.

1. Market turbulence

Political unrest, external price changes, and/or supply-demand shocks caused by natural

disasters all contribute to market volatility. It exposes investors to the risk of exchange rate

and market performance variations.

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2. Potential for growth and investment

Foreign investors are often drawn to emerging countries because of the high rates of return

they may provide. Due to a lack of indigenous capital, countries that are transitioning from an

agriculture-based economy to an industrialised economy sometimes require a huge injection

of capital from foreign sources.

Taking advantage of their competitive edge, such countries concentrate on exporting low-cost

items to richer countries, which enhances GDP growth, stock prices, and other economic

indicators.

3. High rates of economic growth

Emerging market governments are more likely to pursue policies that promote

industrialisation and rapid economic expansion. Lower unemployment, higher disposable

income per capita, increased investments, and improved infrastructure are all benefits of such

policies. Developed countries, on the other hand, such as the United States, Germany, and

Japan, have modest rates of economic growth due to early industrialization.

4. Income per capita

Due to their reliance on agricultural industries, emerging markets typically have a low-middle

income per capita in comparison to other countries. Income per capita rises in tandem with

GDP as the economy pursues industrialization and manufacturing activity. Lower average

incomes also

MARKETING STRATEGIES FOR THE EMERGING MARKETS:

Enter Low and Middle End Segments of the Market

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Many multinationals have discovered that catering to the lower and middle market sectors is

where they locate their sweet spot in emerging nations. In other words, contrary to popular

belief, multinational corporations have discovered that selling to various sectors is far more

profitable than focusing solely on the top segment. A case in point is the experience of

Japanese corporations that focused on the top segment in numerous emerging economies and

discovered that they were not successful. As a result, Japanese automakers have turned their

attention to the lower and middle market segments in a number of Asian countries, notably

India, where they have had significant success.

Take the Merger and Acquisition Route:

The restrictive bureaucracy and political involvement in many emerging economies deter

Western multinationals, making them hesitant to expand their businesses. In this instance,

they can form partnerships with local businesses and merge or acquire local enterprises. This

makes sense

because local company executives are familiar with the local bureaucracy, and their

familiarity and knowledge may be used to deal with policy paralysis and the logjam that

many emerging economies have experienced in recent years. Another benefit of this method

is that multinational corporations can develop inorganically when organic growth is no longer

practicable.

Display Commitment and Send Senior Talent:

Many multinational corporations do not treat emerging areas with the same seriousness that

they do industrialised countries. This means they don't send high-potential employees or

senior executives to run their operations in these countries. As a result, they are short on

talent to manage their operations in these countries. Of course, many Western expats find it

challenging to work and live in growing markets such as India, Brazil, and Russia. This

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should not, however, stop them from demonstrating dedication. When it comes to

commitment, many multinationals lose interest in emerging markets after a few years,

especially if the returns aren't up to par. Many western multinationals are pulling out or

selling their assets in countries where political risk and societal hurdles are limiting their

expansion. The crucial point here is that, because western companies have vast coffers, they

can afford to do so.

Multinationals have little choice but to expand into emerging markets, as the developed

world's growth has slowed to approximately 2%, while even the most underperforming

emerging nations are growing at 5%. As a result, multinationals should employ a

combination of the techniques outlined above, as well as a greater focus on the next

"Breakout Nations," such as Vietnam, Algeria, and Mexico. It will be interesting to examine

how effectively western multinational corporations adapt to the local conditions in these

countries.

Case Study:Life’s Good for LG

LG Electronics India’s market share dropped in January 2005—for the first time since the

company was set up in 1997. But Managing Director Kwang-Ro Kim isn’t worried. “The

dealers must have met their targets in December itself, so they took it easy in January,” he

explains. Were it any other company, the managing director’s insouciance would appear to

border on foolhardiness. But this is LG, a company that can afford to take it easy. Even after

the blip in sales in January—LG’s market shares in refrigerators fell fractionally from 28.6

per cent the previous month to

28.1 per cent—the Korean consumer electronics brand is still the preferred white goods brand

in India—across categories and sub-categories. Whether it is refrigerators, air-conditioners,

washing machines or colour televisions— LG’s dominance over the white goods market is

complete.

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In volume terms, LG is No. 2 player.

Refrigerators 27.22 - 1.2 (Whirlpool)

Colour TVs 25.5 - 15.1 (Samsung)

Microwave ovens 41.4 - 19.7 (Samsung)

Washing machines 34.0 - 13.8 (Whirlpool)

That’s pretty decent going for a company whose first experience in the Indian market was

nothing short of disastrous. In its earlier avatar, the Korean company came to India as Lucky

Goldstar.

This was in the early 1990s, and the rules at the time didn’t permit foreign companies to start

independent ventures. So Lucky Goldstar took on not one, but two joint venture partners. The

first partnership ended acrimoniously while the second one never got off the ground.

In 1997, the Foreign Investment Promotion Board finally gave the Korean company

permission to set up its own factory to make washing machines and refrigerators. Re-

christened LG Electronics, the new company—a 100 per cent subsidiary of the Korean

chaebol—swung into action and set up a state-of-the-art manufacturing facility at Greater

Noida, Uttar Pradesh.

There’s been no looking back since then. In October 2004, LG set up a second manufacturing

facility at Ranjangaon, near Pune, which makes white goods as well as cellular phones— the

first GSM handset manufacturing facility in India.

Another facility, exclusively for GSM handsets, is being set up and will start operations in

August. Turnover is also on the upswing: starting from ` 150 crore in 1997, LG registered a

turnover of ` 6,500 crore last year and is targeting ` 9,000 crore in 2005.

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So, what went right?

Perhaps the most important step was to leave behind the baggage of the past.

As Lucky Goldstar, the company’s biggest fault was that it did precisely what other white

goods brands of the 1990s were doing: some half-hearted advertising and pushing the

products only when the consumer entered the store.

Activities that “pulled” potential buyers into showrooms were conspicuous by their absence.

Once it got the permission to operate as a wholly owned subsidiary, though, all that changed.

Within just five months, LG products were available across the country compared to the

average two years competitors took for a nationwide launch.

An advertising blitzkrieg followed. And the momentum hasn’t let up since. LG is one of the

most aggressive advertisers in the white goods industry, spending close to 5 per cent of its

revenue on marketing activities—that’s ` 130 crore last year.

A close tie up with cricket ensured the brand building exercise would score well on consumer

recall—apart from signing on leading Indian cricketers, LG also launched a cricket game on

one of its television models. Points of sales promotions were also extensively advertised to

ensure customers were tempted to visit the stores.

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Importantly, for LG, a nationwide launch meant just that. A penetrative distribution strategy

ensured that products were available even in smaller towns and cities, breaking the chain of

urban dependency that plagues whitest goods manufacturers.

More than 65 per cent of last year’s ` 6,500 crore revenue came from non- urban sources; up

from under 60 per cent the previous year. And what was the industry average? It was between

twenty-five to 30 per cent. Add the fact that the rural markets accounted for a remarkable 30

per cent of total sales and it’s clear that LG’s strategy is working. “We push rural marketing,”

agrees Kim.

How does it do that? LG reaches into the hinterland through a pyramidal sales structure.

Branch offices in larger cities set up central area offices (CAOs) in smaller towns; these in

turn reach out to even smaller towns and villages through remote area offices (RAOs)—at

last count, the company had 51 branch offices, 87 CAOs and 78 RAOs.

Each RAO has servicing, marketing and sales teams at its disposal and an individual budget

for marketing activities in its territory. The executive in charge has independent decision-

making powers—he can decide the tenor and scale of brand promotions in his area, without

having to cross check every little detail from the head office.

Technology, too, is being used to the hilt to ease their jobs. The RAOs and CAOs are all

electronically connected through a V-SAT and Intranet network.

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And where earlier decisions about putting up large hoardings could be approved only after a

visit from the head office, LG has provided all its branch managers digital cameras— now

they just click images of suitable locations and get them approved electronically.

For customers, though, the direct approach is preferred. The advantage of an extended

distribution network is that marketing executives can keep a finger on the pulse of the

market. Promotions and finance schemes are designed to suit the needs of local customers.

In a small town in Uttar Pradesh, for instance, last year LG offered select households a free

15-day trial of a 50-inch flat screen television during the cricket season. The TV set costs

close to ` 1 lakh, but several families took the bait and considered buying the TV—at which

point the showroom staff offered them carefully planned finance schemes.

Of course, it’s not just the finance schemes that are tailor-made. LG has been careful right

from the start to offer customers a “value-plus” proposition.

Explains KSA Technopak Principal Harminder Sahni, “LG has always taken the stand that

“We’re selling the AC, not the remote. The remote comes as part of the package.” “Whichis

why, he adds, the company does not qualify as a “budget “models company.” “LG does

Notes not sell no- frills products; it gives you all the bells and whistles,” Sahni says.

LG recognised the need to do that early on. Kim—who’s been with LG India since 1997—

points to a basic characteristic of Indian consumers: “They are very price sensitive. They

want the best quality at reasonable prices.” Accordingly, LG introduced its economy range in

the country, which Kim predicted would be “easily accepted”.

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The company was ready to do battle on two flanks: it offered modern, features-packed

products, at the same time keeping its margins wafer-thin. Even competitors accept the merit

of the tactic.

“LG has been a price warrior while retaining its brand equity,” points out Ajay Kapila, vice

president, sales and marketing, Electrolux India. “Our success is the result of hard work and

commitment. There’s no miracle involved,” says Kim.

The hard work was on the features, which were carefully chosen—and adapted—to appeal to

Indian audiences. For instance, Kim points out that, consumers in southwest India prefer big

sound and big bass outputs.

Accordingly, LG India created Ballad, a flat screen television model that sells only in the

subcontinent and comes equipped with 2,000 watt speakers.

Similarly, refrigerators in India have smaller freezers and big vegetable compartments—

Indians prefer fresh food and a significant proportion are vegetarian. Colours, too, are chosen

keeping market preferences in mind. White refrigerators, for instance, don’t sell well in

Kolkata and Punjab— while the sea air in Bengal corrodes the paint, the masalas used in

Punjabi cooking discolour the fridge.

So LG offers a range of bright colours in these markets. The cricket game in TV sets wasn’t

the only “go local” innovation: LG also offered on- screen displays in five languages and

large capacity semi-automatic washing machines that would suit Indian families.
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The research for these adaptations and innovations is done in-house. LG invests significantly

in local R&D—last year the company spent over ` 100 crore on research.

“We want to be independent of Korea,” states Kim. It’s working towards that: already 70 per

cent of its product line is produced locally, with the rest imported from China, Korea and

Taiwan. In refrigerators, 95 per cent of the components are localised. All of which also help

keep prices down.

But that was in the past. “Economy” and “value-for-money” are no longer going to be the

cornerstones of LG’s India strategy. In the next five years, says Kim, the company will

concentrate on building itself as a premium brand, targeting 10 per cent of its earnings from

super-premium products. That includes products like the Whisen range of wall-mounted air-

conditioners (` 50,000 and above), Dios refrigerators (` 65,000 and above) and X-canvas

plasma TVs (` 1 lakh and above).

LG has already set up 75 exclusive showrooms for these products, which were launched

earlier this year, with more in the pipeline. This year it will spend upward of ` 20 crore

promoting the super-premium sub-brands. “High-end products need high-end outlays,”

smiles Kim.

Perhaps, but industry analysts have their doubts whether exclusive showrooms for such big-

ticket items will bring in the bucks. “When it comes to consumer durables, people prefer

comparison shopping. I will be surprised if the stores make money,” comments KSA’s Sahni.

Meanwhile, there’s the imminent departure of the man who built up LG India to its present
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height. Kim, who was last year promoted as head of LG South West Asia, is likely to move

up within the parent organisation sometime soon. “I am preparing to leave,” he admits. Will

that make a difference to LG’s growth curve? Kim doesn’t think so.

“The system is working, so things will continue as they are,” he says. That thought finds an

echo in Sahni, who points out “Kim may be leading from the front, but LG couldn’t have

achieved what it has without a strong team.”

The challenge now will be to integrate the new incumbent’s working style with the existing

culture of the organisation—and work on the new marketing strategy. If LG meets that head

on, then, like its tagline says, Life’s Good.

(vii) MARKETING STRAREGIES ADVANTAGES

– DISADVANTAGES

ADVANTAGES OF MARKETING STRATEGY

Some of the pros and advantages of marketing strategy are as follows;

REMAINED FOCUSED

Marketing strategy offers you a clear roadmap and plan and keeps your mind focused on

solving the problems and entering the new market. It helps you to focus on various elements

and factors that would impact your entire marketing strategy. However, it is significant to

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segment your market strategy into small daily actionable plans and activities that are easy to

conduct and enter.

USP

Selling is a very subtle art and customers prefer those products that would solve their

problems. Marketing strategy allows you to perceive things from the customer’s point of

view, and highlight the unique selling point (USP) of your business that would give you a

competitive edge. However, no one knows the key features of your product better than you.

All you need is to think about things from a different angle and change your perspective.

SATISFYING CUSTOMERS

The goal and objective of every business are to satisfy the needs and requirements of

customers. Companies do so by meeting the list of requirements that customers are

demanding. However, marketing strategy offers you a layout to best approach your audience

and their needs and wants.

BUSINESS PROMOTION

According to an estimate, 75% of businesses and companies implement social media and

Google ads. It allows them to precisely target their audience based on their needs and

interests. However, the market strategic campaign allows you to run it on various social

media platforms like Facebook, Instagram, Twitter, LinkedIn, YouTube, Google, and others.

DEMANDS OF CUSTOMERS

The most important element of a market strategic campaign is to recognize the needs and

wants of target customers. It gives you an idea of what type of product or service you should

develop. Many online tools like Google Trends and Google Adwords would tell about the

interest of customers in the search engine. SEO and content marketing would allow you to
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approach customers and rank up in the searches.

COMPETITORS

It doesn’t matter what your niche of business industry is, the market is highly competitive

and what you can’t avoid and forget is your competitors. Marketing strategy helps you to

conduct competitor analyze and benchmark your business and products against your

competitors. You would find out how they are approaching customers, the type of product

they are producing, and how you are attracting your clients.

LIMITED RISKS

The market strategy reduces your risk factor by telling you the type of product or service you

should produce and the market to enter. It amplifies the probability of sales, growth, and

success of your business in the long term. However, when you are entering into new markets,

then you would need a consistent flow of resources and per capita, and it can be highly risky

without it.

FINDING GROWING AREAS

One of the most important benefits of market strategy is that it helps you to recognize the

weak areas of your business that has a potential for growth. When you focus on those weak

growing areas, it would amplify your growth in the long term. You can generate profit from

various areas of your business that you have never thought of it before.

SPREADING BRAND AWARENESS

The market strategic campaign allows you to promote your business and spread your brand

awareness. Branding helps you to work with experienced clients and compete against the

world’s leading businesses and companies. During this process, you would attract the

attention of a lot of customers.

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DISADVANTAGES OF MARKETING STRATEGY

Some of the cons and advantages of marketing strategy are as follows;

TIME CONSUMING

Developing an effective and actionable market strategy requires significant customer market

research, data, competitor analysis, KPIs, metrics, and various indicators to understand the

customers and market. The whole process would take a minimum of 3 months. However, if

you are a type of business that wants immediate results, then it is not the right strategic

campaign for you.

EXPENSIVE

Along with being time-consuming, market strategy is highly expensive. You would need a

team of experts and professionals to conduct market research, gather data, and implement

your campaign. For a small business, it is difficult to have the access to the plethora of

resources and capital investment to hire expert professionals.

DIFFICULT TARGETING

Social media and digital marketing campaigns allow you to precisely target your customer

market. If your market strategy involves social media marketing, then it is easy. Otherwise, it

would be very difficult to precisely target and narrow down your target customer market

FINDING DEMANDS IS DIFFICULT

It may catchy and interesting to discuss knowing the needs and wishes of customers. But in

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reality, it is highly difficult and time-consuming. For this purpose, you need to conduct

interviews, case studies, focus groups, and field research. Along with being time-consuming,

it requires a huge investment.

HARD TO FIND RIGHT CHANNEL

Selecting the right media platform to launch your campaign is the key to the success of your

campaign. There are various social media platforms and you can’t afford to run your

campaign on all media channels. You have to narrow down your options and choose the

platform where your target customers are active.

ADJUSTMENT ISSUES IN DIFFERENT CULTURES

You can’t run the same advertisement campaign across the world due to cultural differences.

For instance, one thing is acceptable in one part of the world and unacceptable in the other.

You need to adjust your campaign for different cultures, and it is not easy sometimes. For

instance, you can’t market pork and pig meat in Muslim countries.

BIASED DATA

If your data collection team have got biases towards the subject or the people, then you won’t

get accurate results of your findings. When you have got biased data from your research, then

you can’t make the right decisions. All of your investment and time consumption would go to

waste due to one factor.

FOCUSING ON ONE PROBLEM

The market strategy allows you to focus on one problem at a time, but it is possible that your

campaign is facing challenges in various areas. If you are facing problems in various areas,

then market strategy won’t help you to deal with them effectively.

CONCLUSION: ADVANTAGES AND DISADVANTAGES OF

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MARKETING STRATEGY

After an in-depth study of the advantages and disadvantages of marketing strategy; we have

realized that market strategy is highly beneficial for your business. If you are developing a

strategy campaign, then you should keep in mind its pros and cons.

(viii )MARKETING STRATIGIES CHALLANGES

We’ve put together a list of the top 12 marketing challenges you’re likely to run into and the

solutions that can help.

1. Getting new customers for your business

Getting new customers is the entire purpose of your marketing campaign; you want people to

find you, and you want them to buy your products or use your services.

If you’re not getting new customers with your current campaign, it could be time for an

overhaul. Take a look at your campaign and think about how you’re targeting your audience.

Are you trying to target an audience that is just too large?

Dial it back and target your local audience. Is the campaign’s imagery not lining up with the

demographic? Try a new design to see if it gets a better response.

/0258iTraining your marketing team is an ongoing effort. What worked in the marketing

world a decade ago may not be what works for you today, for example, so you do need to

focus on researching current markets and the tactics that work to reach your audiences.

Understand the skills each of your employees has and then decide if you need to outsource

any of your marketing work. You may be surprised at where there are skill gaps that still

need to be filled.

3. Keeping + with the last global changes

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Keeping up with global changes is another marketing challenge that many businesses run

into. As the globe becomes ever more connected, people are getting influenced by content

from all over the planet.

Keeping up with those influences isn’t simple. If engagement differs across markets, then

you need to think about why some countries are recognizing your brand more easily

than others.

The solution for this issue is to focus on getting to know your audiences, targeting the right

audiences, and making sure you have content that follows, at least in some ways, current

trends.

4. Expanding your brand into other countrieso

Expanding your brand in another country isn’t just about offering it there. You also need to

think about how to promote it, get to know your local audiences, and be sure you’re keeping

up with the competition.

To help yourself, define your target audience. Then, consider taking action to resolve

language barriers. Using content creators to help with promotion could be supportive of

your efforts, too, since they know the local lingo.

5. Budgeting for your marketing campaigns

It can be expensive to market to more than just your local community. It also gets expensive

when you start expanding into different marketing modalities, such as going to live ads or

marketing across multiple social media channels.

Budgeting issues can be resolved by staying focused on your campaign. Start small and go

slow to see which campaigns get the most interaction.

Then, double down on those options. You should see a better return on investment by doing

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this, which can help you reduce budget issues caused by trying to reach too many people too

quickly.

6. Struggling with a lack of resources

Not every business is going to start with the same resources to cover all the markets you want

to reach. Even if you have enough budget, you may not have the staff needed to carry out

your campaign to its fullest potential.

The solution? Expand slowly, and outsource anything you can’t do in-house. That might

mean outsourcing your content, for example, so you can focus on other aspects of your

business.

7. Database management: Keeping your data accessible

Your database is going to grow larger over time as you gather more information. You need to

keep it organized, so you can access the information you need when you need it and see if

you are getting a good return on your investments (ROI).

Using a unified marketing and analytics platform will keep you organized. If you take this

database on the cloud, you’ll be able to access it from anywhere where you have internet

access, making it easier to do your job in or outside the office.

8. Handling market changes as they arise

The market is constantly changing. A competitor could go out of business, or the wants and

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needs of your customers may shift.

Studying market trends can help you stay apprised of changes and help you adapt quickly as

they occur.

9. Standing out from the crowd

Another serious marketing challenge that people run into today is the problem of too much

choice. Customers can become overwhelmed when there are too many choices out there,

and having so many options on the market can cause disruptions in sales and services

rendered.

The same is true of marketing strategies. You have many options to reach customers, but it

can get overwhelming to try to reach everyone through every marketing technique.

Stick with just two or three marketing tools to start with, because sometimes you can do more

with less.

10. Increased competition

Of course, the fact that markets are now global means that you have increased competition in

your niche no matter what it is. There are not only the old markets you used to use but also

new markets that are starting to develop.

As you build your marketing campaign, think carefully about where you want to be seen.

Starting locally may help you get a stronger foundation for your company, and then you

can expand out as you become profitable and well-known enough to compete with

competitors.

11. Diluting your message

A big problem you could run into is diluting your message too much. The last thing you want

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to do is segment your campaign in a way that reaches a lot of people but doesn’t lead to

conversions.

Your solution to this issue? Be as specific as you can be when you create a campaign.

12. Generating the right leads and better traffic to your website

Finally, there is the challenge of getting people to your website. Generating leads from

those who visit your site is necessary if you want to convert people to buyers of your services

or products.

It’s a challenge to generate leads and traffic because Google and other search engines are

always

Focusing on strong search engine optimization and solid content can help you get your

business ranked higher in search results.

If you can’t keep up with the demand for more content, consider hiring content professionals

to handle the workload and help you stay fresh on people’s minds when they’re ready to buy.

(ix) 7 Ps of marketing

The 7 Ps of marketing is a method encompassing seven distinct principles that professionals can use

to create and employ strategies that attract and engage customers, motivate customer sales and

increase revenue. The creator of the 7Ps of marketing is E. Jerome McCarthy in 1960. It comprises

three additional marketing principles that build on the original concept of the four Ps of marketing.

Here's each element of the seven Ps and how you can apply it to your marketing mix:

1. Products

The first P represents a brand's physical products or services. Physical products require

considerations, such as appearances and features. Often, services focus on quality and customer

relations. This section allows consumers to determine how the brand's products or services can solve

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their challenges and why it's the best one for them to choose. To showcase your products in the digital

marketing mix, consider using SEO, writing blogs or articles or incorporating influencer marketing.

2. Price

Price refers to the pricing strategy a company establishes for products or services. Marketers apply the

principle by researching competitors, analyzing costs and establishing product prices. When choosing

product prices, it's also helpful to think about what the consumer may expect to pay for the product.

For your marketing mix, consider creating a subscription opinion for the products or services that

provide a discount or using email marketing to offer coupons and discounts to the consumer.

3. Place

The place principle focuses on where a company makes its products available, such as at a physical

storefront or on an e-commerce website. Marketers determine where to promote products to the

organizations' target customers by analyzing the consumers' purchasing trends and how it influences

their buying cycle. The buying cycle is the consumer's awareness of their challenge, researching

products or services to solve it, considering their options based on their research, choosing and

purchasing a product or service and assessing if the purchase helped their problem and if the

consumer may return.

4. Promotion

Marketers use the promotion principle to determine where and how to advertise relevant products and

services to target customers. For instance, promotional tactics and customer relations activities are

important to consider when choosing where to promote products or services. For the company's

marketing mix, you may choose a variety of in-store and online promotions to capture the consumer's

attention. Some online promotions can include:

 Livestreams

 Chats

 Exclusive social media events

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5. Physical evidence

Physical evidence refers to creating proof or reputation, promoting a brand's image, product and

service qualities, and building overall brand awareness among consumers. Brand awareness is the

ability a consumer has to recall a company when deciding where to make a purchase to solve their

challenges. You can garner physical evidence by creating business cards for the company and handing

them out to others when it's appropriate. The physical evidence may also refer to a consumer's proof

of purchase, which includes digital and physical receipts, follow-up emails to the consumer asking

about purchased products and invoices.

6. People

The people element refers to the highly trained and knowledgeable individuals comprising the

marketing and sales teams. This can also refer to the brand's website's chatbot that helps consumers

with their questions as they're browsing online. These professionals provide customer support, build

customer relationships and implement strategies for improving each aspect of the customer

experience.

Ensuring the company's customer service team is polite can help increase sales and customer loyalty.

If a consumer has a positive interaction with the company, they might refer the brand to others, which

supports the sales process.

7. Process

Process refers to the company's procedures in creating the products and services, including promoting

and selling new products processes. The principle can help streamline production operations, improve

promotional activities and increase how quickly products sell. When creating the brand's processes,

it's essential to ensure it aligns with the values. For example, an ethically sourced clothing company

may ensure its business operations are sustainable and environmentally friendly.

CHAPTER 2. COMPANY PROFILE

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 CHAPTER 2. COMPANY PROFILE

CSL’s Integrated network of developed infrastructure and processes are complemented by

its extensive experience and trained professionals in the major areas of software services.

CSL Infomedia Private Limited is a Non-govt company, incorporated on 18 Apr, 2007. It's

a private unlisted company and is classified as'company limited by shares'.

Company's authorized capital stands at Rs 700.0 lakhs and has 100.0% paid-up capital which

is Rs 700.0 lakhs. CSL Infomedia Private Limited last annual general meet (AGM) happened

on 26 Sep, 2017. The company last updated its financials on 31 Mar, 2017 as per Ministry of

Corporate Affairs (MCA).

CSL Infomedia Private Limited is majorly in Business Services business from last 16 years

and currently, company operations are active. Current board members & directors are

SURENDRA KUMAR SURANA and SHUBHKARAN SURANA .

Company is registered in Jaipur (Rajasthan) Registrar Office. CSL Infomedia Private Limited

registered address is IT-14-15, EPIP, Sitapura Jaipur RJ 302022 IN

CSL Infomedia Private Limited Details

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CIN U72200RJ2007PTC024240

Date of Incorporation 18 Apr, 2007

Status Active

Company Category Company limited by Shares

Company Sub-category Non-govt company

Company Class Private

Business Activity Business Services

Authorized Capital 700.0 lakhs

Paid-up Capital 700.0 lakhs

Paid-up Capital % 100.0

Registrar Office City Jaipur

Registered State Rajasthan

Registration Number 24240

Registration Date 18 Apr, 2007

Listing Status Unlisted

AGM last held on 26 Sep, 2017

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Balance Sheet last updated on 31 Mar, 2017

LEARNING SOLUTIONS :

Compucom developed a product ‘CompuLMS’. It is a self-paced, no classroom, no instructor

led Learning Management Solution for any organization/institute. It is fully customisable.

E- GOVERNENCE :

CSL has strong focus on building automated workflows in diverse areas of governance and

Wide-range experience working with State Government.

Our Offshore experience with the state of the art IT infrastructure and SEI CMMI processes

always provide us and edge to explore newer areas like BPM, Data Warehouses, BI and

Mobile Applications for the State governments under e-Governance, initiatives. Our expertise

in verification methodologies and other standards prevalent at an international level are easily

applied to the Government framework.

In several initiatives, we have acted as the Facility Management Solutions (FMS) Provider in

projects of varying capacities, ensuring the smooth collaboration between government

agencies.

Making use of our existing presence in the vast landscape of India, we are all poised to

establish ourselves strongly in the financial inclusion & related spaces.

Our practice relies mainly on:

Meeting public expectations for electronic service delivery

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 Providing audit trails

Ensuring total process accountability

Ensuring process standardization

Streamlining operations by automating manual processes

Lowering overall process costs

Managing the impact of changes to sensitive processes

Customized Application Development

We tailor solutions to our customers’ individual needs. The custom web applications

we develop easily become an integral part of existing business systems.

Our dedicated web application development team of experts brings in over 16 years of

domain experience. Compucom developed web software’s in major areas of IT

services namely:

Support Maintenance

We, at Compucom, understand your needs and assist you with our Application Support and

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Maintenance (ASM) services. We provide constant maintenance and support while reducing

cost through our onsite-offshore model. You get access to new functionalities and

enhancements in your existing applications.

We provide:

Bug analysis, fixes and deployment support

Preventative maintenance, fixes and deployment support

System endurance improvement through root cause analysis (RCA), fixes and deployment

support

Minor/major expansion and deployment support

App Development:

Compucom provides consulting and mobile app development services for different platforms

and various industries.

Our experts deliver all-round custom mobile app development services, from consulting and

project specification to integration, deployment and market release. We do

Native or cross-platform mobile application development

Mobile testing (Unit testing and UI Automation)

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 Backend integration or publication on the App Store, Google

Play. Our app development team works on native mobile

development for:

iOS

Android

Also we have expertise in cross-platform development on:

Xamarin

Swift

React Native

Dart/Flutter

Software Testing:

Our team makes sure your software solutions fully meet your needs and expectations.

Combining well-developed QA processes with modern tools and methodologies, we

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complete the most challenging projects within time and budget.

Manual testing

We at Compucom have long years of experience in manual testing. Applying broad expertise

and domain knowledge (Telecom, E-gov, Healthcare and more), our manual testing teams

perform comprehensive functional, performance, usability, compatibility, performance

testing and more.

Automated testing

With over 10 years of expertise in test automation, Compucom employs best practices and

state-of-the-art testing tools to automate testing processes and increase productivity.

We do testing for:

Web application

Mobile app

Desktop application

Data Warehouse

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 CHAPTER 3. AREA OF STUDY

The objective is to give you insights into CSL and how it became the world’s leading

manufacturer of software and computer services.

Marketing has become one of those elements without which it becomes difficult for a

company to exist. As users across the world go digital, marketing has followed them to the

digital world as well.

We will fully cover our marketing strategy for CSL in this blog. Before taking a deep dive, let

us start by learning the company’s story, target audience, and digital presence.

Segmentation, targeting, and Positioning :

Segmentation, targeting, and positioning have become one of the most common marketing

practices nowadays. Commercial effectiveness, selection of the most valuable segment for a

business, and development of marketing mix and product positioning strategy have become

essential factors for a business. One may take the help of the STP model in creating

marketing plans, identifying the target markets, and essential differentiation factors.

CSL to know exactly who its customers are. It’s people between the ages of 14 and 54 who

have a middle to upper-middle income and shop at a variety of retailers, both online and in-

store, from department and speciality stores to mass merchants. You can see how specific the

target audience is. You can literally imagine it right now.

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CSL divides its clients into segments based on the target mentioned above. Therefore they

segment by age, gender, income, and consciousness.

Marketing Campaigns :

To promote , CSL launched the award-winning #BendTheRules campaign and collaborated

with pop star Meghan Trainor to create the music video.

The video got phenomenal results, which immediately garnered 25 million engagements.

Within 24 hours of releasing the music video, HP reached 78% of its target viewers—

teenagers in the age range of 13-34. It also grew its Youtube channel visitors by 600% and

increased its subscribers by 48%!

Social Media Marketing :

From the studies conducted, it has been concluded that more than 80% of consumers make a

purchase through social media. The power of social media is so unpredictable, especially in

terms of three core areas: connection, interaction, and consumer data. Social Media has made

it easier for businesses to analyze consumer behaviour and influence them behind the

purchases

CSL is active on social media mediums like Instagram, Twitter, TikTok, and Facebook.

CSL is more popular on Facebook with 45K followers, followed by 12K followers on

Instagram and 10K followers on Twitter.

Seeing the audience that uses Instagram and Facebook, CSL has worked more on these social

media as it fits perfectly with its target audience. CSL is also active on Linkedin with 5K

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followers. Most of the posts are promotional and informational in nature. It shares tips,

guidance, and knowledge and talks more about today’s technology.

SEO Strategies :

SEO helps to organize a website’s content by topic to improve the likelihood to appear in the

search results. SEO also helps to stay on track while creating content.

Search Engine Optimization (SEO) strategies have a great impact on customers landing on a

company’s website. Thus, helping the company to gain more customers, retain existing ones,

and gain market share. As it is evident from the image, the company gets around many

customers from organic search which implies that the company uses an excellent number of

keywords.

This implies the company gets most of its website visitors from organic traffic contributing to

the good range of traffic generated from its website. It is well known that the number of

organic traffic which is generated by the use of organic keywords is far better than any paid

medium of driving traffic to the website.

It can also be observed with the help of a graph that the volume of visitors is booming from

March 2022 to August 2022 which is reflecting a good outlook for the company.

Influencer Marketing :

CSL created a series of videos called Meet the Intern which had ESPN sportscaster, Charissa

Thompson, assuming the role of a new intern at various companies and being tasked with

various jobs – such as running an open house for a realtor. The idea being Thompson would

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use CSL products and solutions to complete the tasks in innovative ways.

Content Marketing Strategies :

CSL has been active on social media, especially on Facebook and Instagram. The content is

based on information on its new product arrivals, marketing campaign, etc. Their press

release is based on safety advisory, financials, changes in company structure, etc. Mostly the

press release is targeted toward investors.

This ends with an elaborative marketing strategy of CSL. Let us conclude our learning below

from the marketing strategy of CSL.

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 CONCLUSION & RECCOMENDATION

This chapter has laid a foundation for t\’;[PIOI+698 of the book by defining what is meant

by various terms such as 'software project' and 'management'. Among some of the more

important points that have been made are the following.

• Projects are by definition non-routine and therefore more uncertain than normal

undertakings.

• Software projects are similar to other projects, but have some attributes that present

particular difficulties, for example, the relative invisibility of many of their products.

• A key factor in project success is having clear objectives. Different stakeholders in a

project, however, are likely to have different objectives. This points to the need for a

recognized overall project authority.

• For objectives to be effective, there must be practical ways of testing that the objectives

have been met. Hence there is a need for measurement.

• Where projects involve many different people, effective channels of information have to be

established. Having objective measures of success helps unambiguous communication

among the various parties to a project.

We investigated the characteristics of a good software system, and considered what a

development process would need to include to build such software. You saw that there is no
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single development process to suit the variety of users’ requirements. However there must be

a disciplined approach to software development, especially in the case of large projects

We introduced the notion that it is good practice to split a project into smaller, more

manageable activities. When developing good software systems, you should focus on the

users’ needs and, wherever possible, make use of replaceable and reusable modules –

components. The overall software architecture should be constructed around the users’

requirements.

We then introduced the role of modelling in the development of software. In particular, the

concepts of object orientation allow us to represent users’ requirements in a way that reflects

our natural tendency to view the world around us in terms of objects. The way we relate the

various activities of software development and associated artefacts (including models) was

then described.

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RECOMMENDATIONS FOR SOFTWARE COMPANIES

General

• Tools should contain a message that provides parents with an explanation of both the capabilities of the tool

and its limitations. The message should also motivate parents to engage in Internet activities with their

children/teenagers and talk with them about Internet threats. Usability

• Installation and configuration procedures should be kept simple and explained in plain language

. • The software should: - be easy to learn, - follow consistent concepts, - conform with user expectations about

how it works, - have an appealing design, - provide a good overview on all features.

• Blocking should be transparent to users.

• Dialogue with the user should be easy to understand and when directed at children should use child sensitive

language. Effectiveness

• Most tools are usually not very effective in filtering harmful web content. In any case, adult content is not the

only threat to children. It is important that such tools also be much more effective with regard to content about

violence, racism, self-harm, and, also on user generated content (social networks, blogs, forums, etc.)

. • Although not distributed anymore, the AOL filtering tool was satisfactorily effective. Thus, it may serve as a

best practice example for other software producers.

• The database containing the black list should be updated at least with every update of the tool. Functionality

• After the installation process is completed, default filtering should be in operation even when the user did not

perform or finish a configuration.

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 BILIOGRAPHY

Bibliography was developed for people interested in learning more about software process management. It is

neither authoritative nor exhaustive and should not be construed as an endorsement for any of the books and

papers that may be referenced.

In some cases, papers listed present diametrically opposed perspectives and are included to provide a balanced

view of the issues. Some papers take radical stances that may inspire useful discussion.

Please send suggestions and corrections to Mark C. Paulk at [email protected]

. Web resources that you may find of interest include:

CSL PVT LTD------www.compucom.co.in/home/

CITM INSTITUTE www.ciitm.org/home/

• Crosstalk: The Journal of Defense Software Engineering — http://www.stsc.hill.af.mil/crosstalk/

• Maturity Profile Presentation — http://www.sei.cmu.edu/sema/profile.html

• Practical Software Measurement — http://www.psmsc.com/

• Project Management Institute — http://www.pmi.org/

• Published SEI Appraisal Results — http://seir.sei.cmu.edu/pars/ • Software Program Managers Network

— http://www.spmn.com/

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