This presentation is the journey of what how and through whom I learned things to grow , rise and advance confidently in my future

MY FIRST EYE OPENER

EXCESSIVE INFORMATION

NOT ENOUGH VISUALS

CRAP QUALITY

VISUAL VOMIT

LACK OF PREPARATION

Try to deliver the presentation through a story .people react more effectively to stories

Character based narrations do work a lot

AUDIENCE COMES FIRST

Its not your story its their story

Have a solid structure

Have a clear theme

Show a clear conflict

Demonstrate a clear change between before and after

Contribution and knowledge provided by these people was extremely valuable

Nancy Duarte

Garr Reynolds

Jesse Desjardins

Preserving the luxury or extending the brand

HARVARD ARTICLE STUDY

Introduction of the company and workforce

CHATEAU DE VALLOIS is a wine producing company in Bordeaux region of France. Its wine are classified as “first growth” and commands top prices and was considered a luxurious wine estate

• Family led business

• Produced finest class of Grand Cru Classe.

• Sold about 1,50,000 bottles of Grand Vin du Chateau de Vallois and around 2,00,000 Puine wine.

• It did not sell directly to consumer market.

• Had a network of negociants .

Brand extension was the topic of debate

New idea proposed

• Younger wine enthusiasts were priced out of high end French wines .

• Non traditional wine makers with low quality and low price will capture the young consumer market

• De Vallois should become affordable luxury .

• Vallois to sell directly to consumers .

Counter points for the new idea

• Not enough grapes for a new De Vallois brand wine.

• Would have to buy vineyards to produce more

• It may damage the image and exclusivity of the whole brand

• Negociants will be angry .

• No experience of distribution channel.

• Heavy investment .

• Marketing insurance and transport will be new problems to address .

BRAND EQUITY

BRAND EROSION

NICHE MARKETING

MARKETING RESEARCH AND DISTRIBUTION CHANNEL

BRAND EXTENSION VS PRODUCT LINE EXTENSION

MARKETING RESEARCH AND DISTRIBUTION CHANNELS

INTERNAL MARKETING

CUSTOMER LOYALTY

BRAND EQUITY

BRAND EROSION

MARKETING RESEARCH AND DISTRIBUTION CHANNELS

INTERNAL MARKETING

CUSTOMER LOYALTY

BRAND EQUITY

It is the commercial value that derives from consumer perception of brand name of a particular product or services . It retain current customers and attract new ones . More brand equity ensures growth versus competition

High brand equity sustains tough competition

BMW and MacDonald are among the top most high brand equity companies

BRAND EROSION

Brand erosion occurs when company loses its unique identity that sets it apart from other companies in the market place Sometimes wrong decisions , unplanned extensions lead to brand erosion

IN THE CASE OF CHATEAU DE VALLOIS WINE BRAND IN THE ARTICLE

There are two cases possible :- The company can leverage its high

brand equity and authentic image to successfully launch the new product line or brand for young customers

If the new product fails to establish authenticity among consumers then the parent brand erosion and cannibalization is likely to occur

BRAND EXTENSION VERSUS PRODUCT LINE EXTENSION

LINE EXTENSION

When a brand is used to brand a new product that targets a new market segment within a product category currently served as the parent brand . Line extension can be on the basis of size , colour , flavour , shape

Colgate is perfect examples with its product line of colgate whitening , colgate herbal , colgate cavity protection

BRAND EXTENSION

Procter and Gamble brands . An outstanding example of brand extension

Brand extension uses an existing brand name to promote a product in a different category . Here the product category is changed

IN CONTEXT OF THE ARTICLE CHATEAU DE VALLOIS WINE BRAND HAD TWO OPTIONS IF THEY AGREE TO LAUNCH A NEW WINE VARIETY

They can go for either brand extension or line extension to launch a new wine for young consumers at low prices Both have different implications and thus proper marketing research to be conduct to explore which one is the suitable option

A niche is a focused, targetable part of the market, a specialist providing a product or service that focuses on specific client group’s needs, which cannot or are not addressed in such detail by mainstream providers.

NICHE MARKETIG

Series of TAJ Hotels and resorts targets on niche market of high profile people providing exclusivity

CHATEAU DE VALLOIS WINE BRAND IN THE ARTICLE IS ALSO A NICHE MARKETING COMPANY

SHOULD IT INCREASE AND ENHANCE ITS EXCLUSIVITY OR ENTER IN OTHER MARKET SEGMENTS TOO?

INTERNAL MARETING

Internal marketing is a means of involving staff at all levels in effective marketing programs by enabling them to understand their role within the marketing process

The company in the article – CHATEAU DE VALLOIS also exhibits the lack of internal marketing . It possess old family business ways and norms and working environment . There were was no proper board of directors , no separate department and enough staff and manager. Internal marketing would have helped a lot the company in taking decisions and making investments

Two options with the wine brand CHATEAU DE VALLOIS

VERTICAL BRAND EXTENSION

Here the brand extends the same product with different prices and quality generally seen in automobile Though it is the quickest way to leverage brand equity it involves risk of cannibalization

INCREASING THE EXCLUSIVITY

If the company extends its brand in more exclusive wines for more niche market it will associate the brand with desirable luxury And become the pioneer

Module 3 Looking at cases and examples

A BRAND WHICH PRESERVED LUXURY AND EXTENDED THE BRAND

GIORGIO ARMANI is a Italian fashion house launched as a company in 1975 . It designs , manufactures and distributes HAUTE COUTURE, ready to wear leather goods , shoes , watches ,jewellery ,accessories ,cosmetics and hotels

Giorgio Armani Prive was a luxurious brand and was red carpet or black label market . It gained its image as finest class clothes designed by GIORGIO ARMANI

ARMANI HAD A BIG IDEA to extend the brand and cover all potential customers not by a single product but different lines targeting the highly segmented customers

ARMANI divides the market based on demographic factors (age, style, budget, etc.) and targets each of its lines to a specific demographic

IT IS ABOUT MAKING YOU A CUSTOMER FOR LIFE

ARMANI XCHANGE is a mass-market line aimed at younger consumers who may be familiar with the Armani brand but unable to pay thousands for a single garment;

GIORGIO ARMANI is targeted toward an older, more affluent client base that is interested in more classic European tailoring;

Armani Prive is aimed at the small subset of very wealthy clients who prefer couture to RTW

Market segmentation , extensive marketing research , appropriate

targeting , brand equity and finest

quality were the key concept in successful brand extension from luxury to affordable

luxury

Case study

MARICO LIMITED

I have presented this case to outline most important points I learnt in this internship with practical application

INDUSTRY CONSUMER GOODS

FOUNDED 1987

HEADQUARTER MUMBAI

PRODUCTS EDIBLE OIL , SALT , HAIR CARE PRODUCTS , SKIN CARE PRODUCTS , FOOD

REVENUE $ 173 MILLION (2014)

CEO SAUGATA GUPTA

FOUNDER HARISH MARIAWALA

MARICO’S JOURNEY 1971

Harish Mariawala joins family business BOMBAY OIL INDUSTRIES

1971 Harish envisions a branded FMCG market for coconut and refined edible oil in small consumers packs and distribution channel for Parachute

1980 Traditional Parachute pack replaced by plastic packs

1990 Marico limited is born

MARICO’S JOURNEY

1991 3 Ps product , priority and people were born

1991 Launch of HAIR CARE

1992-1994 Set up of its first office in DUBAI

1990 Marico limited is born

1990 Marico limited is born

1994 REVIVE cold water starch

MARICO’S JOURNEY

1996 Marico lists on Indian stock exchange

1999 Marico aquire MEDIKER first overseas manufacturing facility in Bangladesh

2002 Kaya skin clinic – INDIA’s first unisex top of line dermatology led clinic

2003

MAKING A DIFFERENCE – sets up Copra collection centres to procure directly from farmers increasing their margin and improving their lives

MARICO’S JOURNEY

2006-2007 Enters AFRICA and aquire BLACK CHIC AND HERCULES

2010 CODE 10 male grooming in Malaysia , Saffola

2011 & 2012 PARACHUTE ADVANCE , SETWET , LIVON

MARICO’S JOURNEY

2006 NIHAR enters MARICO’S fold

2006 NIHAR enters MARICO’S fold

What are the factors that sustains MARICO in tough competitions

MARICO’S JOURNEY

RESEARCH AND DEVELOPMENT

• Evaluation of natural herbs for proprietary ,patentable hair and skin products with sponsorship from department of science and technology

• Working with premier institutes for better evaluation of products FMGC and CSIR

• Numerous innovation in packaging options

• LOSORB TECH IN EDIBLE OIL AND FREE OF TRANS FAT , USE OF RICE BRAN OIL

• Parachute therapie hair fall solution and Parashute

advance after shower cream are some innovation example

MARICO’S JOURNEY

MARKET SEGMENTATION AND TARGETING

GEOGRAPHIC SEGMENTATION INDIA- urban population and townships , rural India in some products DEMOGRAPHICS – educated women , men over age 45, girls and boys in 20s , health conscious people , western culture effected lifestyle, middle and lower income specially BEHAVORIAL SEGMENTATION – based on competition each product is available in two or varieties , size and shape with distinctive features to retain users and attract non users

MARICO’S JOURNEY

Extensive market research MARICO’S JOURNEY

Marico is a pioneering in market research and identifies each and every need and want of consumers in ceratin product line range .

Example- saffola gold , saffola tasty , new saffola

, suffola active are different varieties of saffola edible oil

launched after extensive research of consumer market

MARICO’S JOURNEY

CAREFUL BRAND AND LINE EXTENSION

Satisfying needs and wants in many categories

MARICO’S JOURNEY

Advertising campaigns and building credibility

It exercises excellent advertising campaigns so that people can associate themselves with the product Heart day celebrated by SAFFOLA this way linked consumers to a delicate feeling of protecting their family from heart diseases and using saffola oil

“GORGEOUS HAMESHA “ ad campaigns associating young girls to their beauty and looks

“Khoobsoorat hai badhte rehna” and many more….

Giving insights from the Kotler management book of theories involved in article and case study

Importance of marketing

Marketing helps firms to prosper financially and survive in the face of an unforgiving economic environment . Financial success often depends on marketing ability

holistic marketing It is a concept based on development design and implementation of marketing programs , process and activities that recognize their breadth and interdependencies

PEOPLE PROCESS

PROGRAM PERFORMANCE

THE FOUR PS OF MODERN DAY MARKETING

Building customer value , satisfaction and loyalty Businesses succeed by getting , keeping, and growing customers. The only value your company will ever create is the value that comes from customers

core competency A core competency has three characteristics: (1) It is a source of competitive advantage and makes a significant contribution to perceived customer benefits. (2) It has applications in a wide variety of markets. (3) It is difficult for competitors to imitate.

What is brand and role of brand A brand is thus a product or service whose dimensions differentiate it in some way from other products or services designed to satisfy the same need . These differences may be functional , rational , or tangible—related to product performance of the brand. They may also be more symbolic, emotional, or intangible—related to what the brand represents or means in a more abstract sense.

BRAND VALUE DIAGRAM

BRAND POSITIONING AND BRAND MANTRA

BRAND EQUITY

BRAND EXTENSION , BRAND PORTFOLIO AND BRAND REINFORCEMENT The brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a particular category or market segment. firms have decided to leverage their most valuable asset by introducing a host of new products under their strongest brand names.

BRAND VS LINE EXTENSION

Wine brand CHATEAU DE

VALLOIs in the article was

struggling with these terms

BAVARIAN MOTOR WORKS is niche marketer and a luxurious brand but it has also extended its brand perfectly maintaining its exclusivity

Instead of losing its luxurious image CHATEAU DE VALLOIS in the article could have opted for extension in exclusivity

• Product-feature specialist. The firm specializes in producing a certain type of product or product feature.

• Quality-price specialist. The firm operates at the low- or high quality ends of the market .

• Service specialist. The firm offers one or more services not available from other firms .

CHATEAU DE VALLOIS IN THE ARTICLE FALLS IN THIS NICHE MARKETING CATEGORY

Both quality-price and serivce specialist nicher

NICHE MARKETING SPECIALIST

End-user specialist The firm specializes in one type of end-use customer . For example , a value-added reseller (VAR)

• Customer-size specialist. The firm

concentrates on either small, medium-sized , or large customers.

• Specific-customer specialist. The firm

limits its selling to one or a few customers . Many firms sell their entire output to a single company , such as Walmart or General Motors.

MANAGING LUXURY MARKET

Luxury products are perhaps one of the purest examples of branding, because the brand and its image are often key competitive advantages that create enormous value and wealth for organizations .

Marketers for luxury brands such as Prada, Gucci, Cartier, and Louis Vuitton manage lucrative franchises that have endured for decades in what some believe is now a $270 billion industry.

The common denominators of luxury brands are quality and uniqueness