mkt strategy 2011 questions (3)

7/30/2019 MKT Strategy 2011 Questions (3)

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Marketing Strategy

Question paper

Year: 2011

Presented by

Pratik Agawane M-11-01

Neha Mitra M-11-32

Roshni Nambiar M-11-34

Aditya Parab M-11-36


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Case Study: Assumptions and Facts

Assumptions:

Competitors of Colgate Palmolive are Oral-B, J&J reach, P&G Crest, Pepsodent and

Aquafresh.

They do not have many variants.

They target only niche market who are concerned about oral health issues.

The price of their products are related to that of competitors.

Facts:

Global leader in household and personal care products.

Market share during the period December 2010-Nov 2011 was 52.5%. They have come up with oral health care products in order to create oral care

awareness in rural and urban India.

Colgate Palmolive products are into plaque removal and gum protection


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Q1.What will be your marketing strategy as a Marketin

Manager of Colgate-Palmolive?

Niche/mainstream positioning Strategy:

Niche by targeting consumers worried about gun diseases and plaque problem.

Sales in mass merchandisers would decrease and hence, mainstream positioning.

Product differentiation Strategy:

Design and packaging of the products

Eg: bristles of different lengths and of different colours

Attractive packaging to gain customer attention

Price differentiation Strategy:

More qualities at or around the same price

More qualities offered at no extra charge

Place: Dentists, grocery stores, large retail stores and department stores

Promotion:

Advertise through commercials, magazine ads, radio ads to be placed in dentist offices,

billboards

Special coupons and rebates through their own products and food products


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Q1.What role does Colgate Palmolive play in Oral Care

market?

Colgate-Palmolive was the global leader in oral

care, with a dominant market share lead in

toothpaste and a growing presence in

toothbrushes.

Oral care awareness in rural & urban India to

build a bond with consumers.

Colgate palmolive held the No.1 position in the

world for the sale of oral care products by 1991.


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Q1.What role does Colgate Palmolive play in Oral Care

market?

Research with the help of dental professional

focus group and product usage tests.

Partnership with Indian Dental Association(IDA), Oral Health Month, programmes like

Colgates Bright Smiles

Created demand in rural areas by low pricedsachets, rural van programmes, etc.


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Q1. What are the Defensive techniques that they can

adopt?

Protect Market Share:

Fortification Strategy:

Tooth decay, plaque removal, bad breath, sensitive

gums Rural: Ayurvedic toothpowder, sachets to buy in

smaller lots

Urban: products suiting to young generation,

functional benefits Pricing and packaging customized on the basis of

price points


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Q1. What are the Defensive techniques that they can

adopt?

Protect Market Share:

Counter Offensive Strategy:

Oral-B- the dentists toothbrush Colgate can come up with tie-ups and rigorous

advertisements- Recommended by Indian

dentists


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Q1.What are the distribution options for their products?

Most important part of marketing is how a

product will arrive from the seller to the buyer.

Intensive Distribution: Indirect because consumers are spread

throughout many geographical areas.

82% of consumer purchases are unplanned.


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Q1.What are the distribution options for their products?

Drug Store: attract consumers with gum

diseases, build-up high-end image

Mass merchandiser: increase the per store shelfspace

Food Store: position themselves where they can

gain attention from consumers


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Question No :6

5 Steps Used in GE Matrix forAnalyzing Market Attractiveness &

Business Attractiveness


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Step 1: Planning out Objectives

Determining the objectives and goals to be

achieved after the analysis of the SBUs on GE

matrix.

Eg. To increase the turnover of LG by 8% this

year, analyzing the product portfolio etc.

To create determinants in which the analysis

is to be carried out and setting the High- Low

parameters.


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Step 2: Determining the Factors of

Market Attractiveness

Factors Features

Market Size $ 1350 billion

Growth Rate 7.8%

Industry Profitability 25%Margins 34% on average

Market Diversity LED, LCD, CRT, Plasma

Competitive Structure Strong R&D

Impact of Technology Technology fades with 2 months

Law Disposal, energy rating

Energy Efficiency 5-Star to 3-Star energy rating

Environmental Impact Electronic Waste


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Step 3: Deciding on the Factors that

position the Business on GE Matrix

Factors Features

Size of Business $ 125 billion

Growth Rate 14%

Market Share MS 28%

Relative Market Share MS 21%

R&D 3 months new product launch

Quality 2 yrs warranty

Product & Services considered LCD, LED, CRT

Branding Akshay Kumar

Promotion ATL, BTL

Price Rs 5000- Rs 2,50,000

Efficiency 84%

Cost Reduction Value Engineering


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Step 4: Deciding the Best Factors for

Comparison

Market

Attractiveness

Features Strength of SBU Features

Growth Rate of

Industry

7.8% Growth Rate of

SBU of LG

LED 9%

LCD 6.6%

CRT 0.8%


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Question No: 7

Short Notes On


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A) Igor Ansoff Matrix


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Existing Products in Existing Market


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Market Penetration

Eg: Cocacola


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New Product Strategies

Bournvita Tetrapack

Maggi

Apple

Marico

SunsilkApple Mcbook

Ipod


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Market Development Strategies

New Segments: Horlicks

New Distribution Channels: DELL

New Geographic Territories: McD New Usage: Ford Engines


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Diversification

Related : Colgate toothpaste & Brushes

Unrelated: Piramal into Vodaphone

Technology: Havells Processes: Toyota

Market: Reliance Fresh


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B) Preparing Marketing Plan

Synopsis

Environmental Analysis (MarketAnalysis & Competitive Analysis)

Gap Analysis

Product ( Design, Style, Packaging)

Promotion ,Distribution, Sales

Forecast


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C) Internet Advertising

Definition: Promotion of product or services

over the internet on a broader scope

Types of Internet Advertising:

Display Advertising

Search Engine, Marketing

Social MediaEmail, Referral, Affiliate, Video Marketing


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Business Model:

One to one approach: Targeting the user of

the internet alone and making the messagereach to him personally

Appeal to Specific Interest: Emphasis onappealing to a specific behavior or interest,

rather than reaching out on a broadly defineddemographic

Niche Marketing: Catering to specific segment

only, Volkswagen FinanceCreating Community

Example: Netflix


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D) Social Media Marketing

Definition Positives of Social Media

Cost effective

Community Feeling

Sharing of Thoughts & Ideas

Feedback

Negatives of Social Media

Ignorance of others

Dominance by some groups

Negative Feedback

Example: Sunsilk Gang of Girls


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Thank You

mkt strategy 2011 questions (3)

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