ae bc ppt14

Recap

1© Aptech Training Ltd. FZE

Recap

In the previous lesson you learnt to:

• Use expressions related to meetings

• Explain the stages of setting up and conducting a meeting

• Use a range of reporting verbs appropriately

• Take part in a meeting simulation

For Aptech Centre Use Only

Brand Stretching


At the end of this lesson you will be able to:

• Understand the function of the Marketing Mix

• Understand the function of the Boston Matrix

• Understand the concept of brand stretching


Learning Objectives

Note: Brand images used in this unit are purely used for educational purpose. We do not intend to promote or demote any brand image.For Aptech Centre Use Only

With your partner discuss:

• What does the marketing mix mean to you?

• What 4 things are important when marketing a product?


Marketing Mix


• Marketing is all about putting the right product, at the right price in the right place

at the right time.

• If you can find a product that people want or need, then put it somewhere they

are likely to see it.

• Put a price on it that equals the value they get from it, and do all this at a time

when they will want to buy.


Marketing Mix


A company needs to consider the marketing mix in order to meet their consumers'

needs effectively. Sometimes known as the 4P’s - Product, Price, Place and Promotion.


Marketing Mix


Reading Skills


Reading

• Reading

• Harrods is located in London selling the most exclusive of brands.


Reading Skills


Exercise

Answer the following

1. What word shows that the writer thinks the expensive watches cost too much?

2. What word would be more neutral?

3. What is a high end magazine?

4. Can you think of any specialist magazines that might advertise expensive

watches?

5. What phrase in para 2 means - two things that are opposite to each other?

6. Does higher turnover always mean more profit?


Reading Skills


Exercise

Answers

1. Exorbitant

2. Expensive

3. Expensive glossy magazines that attract advertising from expensive products

and services.

4. Many examples can be given here.

5. At the other end of the spectrum

6. No


Reading Skills


Exercise

Multiple choice

1. What does a business adjust to create a brand image for a product?

A. The marketing mix

B. Price

C. Product

2. What is the most important element of the marketing mix?

A. Price

B. Profit

C. No single element


Reading Skills


Exercise

Multiple choice3. Where are premium products most likely to be sold?

A. Designer stores

B. Supermarkets

C. Markets

4. When is a business most likely to adjust the marketing mix of a product?

A. If costs change.

B. If customer needs change

C. If management changes

5. What does the overall marketing mix create?

A. Customer needs

B. Business objectives

C. A unique selling pointFor Aptech Centre Use Only

Answers

1. A. The marketing mix

2. C. No single element

3. A. Designer stores

4. B. If customer needs change

5. C. A unique selling point


Exercise


Speaking Skills


Opinion

With your partner discuss:

• What does the Boston Matrix mean to you?

• What is Market share?

• What is Market growth?


Reading Skills


The Boston Matrix

• Many businesses do not have one product, but rather a broad range of products.

For example, Nestlé and Maggi, which in itself has a variety of products.

• One way of analysing products to help in this decision

making process is the Boston Matrix.

• This categorises the products into one of four

different areas, based on:

– Market share – Does the product being sold

have a high or low percentage of the sales?

– Market growth – Are the numbers of potential

customers in the market growing or not?For Aptech Centre Use Only

Reading Skills


The Boston Matrix

How does the Boston Matrix work?

The four categories can be described as:

1. Stars

2. Cash cows

3. Question marks

4. Dogs

Ideally a business would prefer products in all

categories (apart from Dogs!) to give it a balanced

portfolio of products. For Aptech Centre Use Only

Speaking Skills


Case Study - Maggi in India

“What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India”.

- The Economic Times, a prominent newspaper in India, in 2003.

“Maggi has managed to enter Indian homes to change the traditional food habits of Indian children on their promise of convenience. This brand has understood the psychology of Indian mothers and positioned itself for mother-child indulgence”.

- Business Week, a prominent business magazine, in 2006

• Look at the quotes above. How do you feel about them?

• What do you know about the Nestlé Company? How about Maggi?


Listening Skills• Listen to the article while you read.

• Take notes as this will help you to answer the questions based on this

article.


Listening


Reading Skills


Exercise

Work with a partner and create definitions for the words in bold.

Word Definition

deemed to be something

To be key to something

to pick up (phr v)

aimed its advertising squarely at

the tagline

a roaring success

flocked into the marketFor Aptech Centre Use Only

Reading Skills


Exercise

Work with a partner and create definitions for the words in bold.

Word Definition

started in earnest

in a bid to revive interest

to revive interest

the drawing board

micronutrient deficient

fortified with

enhance people’s lives

beverageFor Aptech Centre Use Only

Reading Skills


Exercise

1. What is the main reason for Maggi’s success?

___________________________________________________

2. What initially did Nestlé get wrong?

___________________________________________________

3. Who were the main audience for the noodles?

___________________________________________________

4. What product extensions did Maggi introduce in the 80’s and 90’s?

___________________________________________________

5. Why do you think West Bengal was targeted for Masala-ae-Magic?

___________________________________________________For Aptech Centre Use Only

Reading Skills


Exercise

1. What is the main reason for Maggi’s success?

___________________________________________________

2. What initially did Nestlé get wrong?

___________________________________________________

3. Who were the main audience for the noodles?

___________________________________________________

4. What product extensions did Maggi introduce in the 80’s and 90’s?

___________________________________________________

5. Why do you think West Bengal was targeted for Masala-ae-Magic?

___________________________________________________

It introduced noodles into the market

It targeted women

Children

Soup, sauces, ketchup and cooking aids

Nutritionally poor area

Answers


Speaking Skills


Exercise

In small groups discuss:

6. How has the image of Nestlé changed over the years?

7. What is your opinion of the Nestlé philosophy?

8. What other companies do you know that have

a strong brand image?


Reading Skills


Exercise

Label each of the following as a Star, a Dog, a Cash Cow or a Question

Mark in the case study of the Maggi Case Study in 14.3.

9. Maggi soups and noodles ____________________________

10. Masala-ae-magic ____________________________

11. New taste formula noodles ____________________________

12. Maggi Vegetable Atta Noodles ____________________________


Reading Skills


Exercise

Answers

9. Maggi soups and noodles ____________________________

10. Masala-ae-magic ____________________________

11. New taste formula noodles ____________________________

12. Maggi Vegetable Atta Noodles ____________________________

cash cow

question mark

dog

star (possibly now a cash cow)


Brand Quiz

• There are three choices for each question.

• Discuss with your partner which you think is

best and then choose one you both agree with.


Brand quiz


SCORING

Number of a’s x 1 point = _____________

Number of b’s x 2 points = _____________

Number of c’s x 3 points = _____________

Sub Total = _____________

If you answered:

6 or more a’s then - 10 _____________

6 or more b’s then - 0 _____________

6 or more c’s then + 10 _____________

Brand IQ = _____________


Brand quiz



Test Your Knowledge

1. Match the words to their description.

Words Description

1 Product a. How customers are informed about products

2 Priceb. The point where products are made available to

customers

3 Place c. The features and appearance of goods and services

4 Promotion d. How much customer pays for a product



Test Your Knowledge

1. Answers

Words Description

1 Productc. The features and appearance of goods and

services

2 Price d. How much customer pays for a product

3 Placeb. The point where products are made available to

customers

4 Promotion a. How customers are informed about products



Test Your Knowledge

2. Match the four categories with their description.

Words Description

1 Stars a. high market share in low growing market

2 Cash cows b. low market share in a high growing market

3 Question marks c. low market share and low market growth problems

4 Dogs d. high market share in a fast growing industry



Test Your Knowledge

2. Answers

Words Description

1 Stars d. high market share in a fast growing industry

2 Cash cows a. high market share in low growing market

3 Question marks b. low market share in a high growing market

4 Dogsc. low market share and low market growth

problems



In a Nutshell…

In this lesson you learnt to:

• Understand the function of the Marketing Mix

• Understand the function of the Boston Matrix

• Understand the concept of brand stretching


ae bc ppt14

Documents

aptech training

aptech centre use

fze marketing mix

overall marketing mix

use expressions

fze reading reading

fze recap

right product