Marketing Management

Abheri Das Roll -01

Content

• Products and Marketing • Product success • Product failure• Successful product• Unsuccessful product

PRODUCTA product is a good ,service or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value .

MARKETINGMarketing is not about providing products or services, it is essentially about providing benefits to the changing needs and demands of the customer

Goals of marketingo Increase sales o Build brand awarnesso Grow market shareo Creating new customero Enhance customer relationships

PRODUCT

Factors and decisions have to be taken into consideration.

• PRODUCT DESIGN • PRODUCT QUALITY• PRODUCT FEATURES• PRICING POLICY• BRANDING• UNDERSTANDING YOUR CUSTOMER• MARKET PLACE• EFFECTIVE PROMOTION

Product success

Reasons of failure of a product• Failure to understand consumer consumer needs and

wants• Targeting wrong market• Ineffective promotion• Incorrectly priced • Delayed market entry

Product failure

Example

Successful product• Colgate• Lux • Amul • Lifebuoy• Horlicks• Dettol India• Britania• Reliance• Close up• Airtel• Pulse

Unsuccessful product• Vanila Coke• Apple Lisa• Godrej Gang Soap• Tata sierra• Maruti versa• Honda street• Onida Candy• Coors Mountain Spring Water• Pepsi AM

Successful product -Thums Up

• Launched in India • Founded by Parle Agro Pvt. Ltd.• (Parle brothers

Ramesh CHAHUN

Prakash chauhan)Now owned by Coca-Cola

• Carbonated soft drink • Introduced - 1977• Country of origin – India

Stage at Product Life Cycle:

• except decline stage• introduction - When the Brand was doing well was taken away from the market because it was giving stiff competition to

Coca-cola• but Coke had to bring out the brand again to attack all the promotional

policy of Pepsi and it was introduced once again.• Current scenario - Maturity stage.

It has grown like anything, Successful in attracting more and more number of customers has a huge market share. successful in capturing the minds of the consumers. communication policies -informing consumers that the brand is in the market and doing well. The objective -is to remind people about the strength and status of the brand

SWOT Analysis:

Weakness• Negative Publicity

• Decline in cash for operating costs

• No autonomy

Strength• Strong brand image

• Good marketing tools• Strong distribution

channels• Brand loyalty

• Reasonable price

Threat• Cut- throat competition

• New entrants• Government regulations

• Economic instability• Health Issues

• Market instability

Opportunity• Growing Market

• Innovation•Overtake competitors• Creative marketing

tools

Market Scenario:

• enjoyed a near monopoly with a much stronger market share • beating its other rivals - Camp cola, Double seven and Dukes.• major advertisers throughout the 1980s• Sponsorship - Pepsi had starred with famous bollywood

actress like Juhi Chawla, to frustrate the Indian brand, Thums Up focussed on cricket sponsorship.

• Coca-cola re-entered Things became even more complicated when Coca-cola re-entered India after its absence from 1977 to 1993. Now the fight became a three-way battle.

• Parle Agro, finally sold Thums Up to Coca-Cola• Relaunch of the product:

• Launched in India • Launched by - Pepsico • Introduced - April 1992• Country of origin – India• Removed caffeine and caramel

color • Taste similar to original pepsi

Unsuccessful – Pepsi crystal

Why Unseccessful

• Did not exactly meet consumer’s need and wants.• Clear color was to target the group of people who are

health conscious• Did not have significant point of difference compare

with other regular colas• Company decided a smoother and lighter taste than

traditional colas• Clear color• Lack of market attractiveness

Successful story behind the failure

It was not total mistake to come out with Crystal pepsi

Still counted as a innovative product

Still selected as a best of all among others grocery

Initial sale was enough to cover the company’s

costs