BITS Pilani

Pilani Campus

Marketing Assignment
ID – 2019HB59001
Name – Ravi Kumar J
Course ID – MBA ZC411
Concepts Definition Illustration Remarks

Brand Positioning The act of designing the company’s Woodland shoes Woodland is tough and perfect for outdoors. In the
offering and image to occupy a ad,
distinctive place in the mind of the a) we can see the comments “ All terrain shoes”
target market”. In other words, brand Visual effect of mountain is also present.
positioning describes how a brand is b) Woodpecker is placed which tells that the leather
different from its competitors and is very strong
where, or how, it sits in customers’ c) Toughness is depicted in the 3rd ad
minds
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Brand Extension When a firm uses an established Dettol products Dettol started from Disinfectant
brand to introduce a new product, liquid -> Dettol soap -> Shaving
the product is called a brand cream. The idea is to make use of
extension. the Brand positioning of Disinfectant
liquid to other products
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Psychographic Buyers are divided into groups on Lipton Tea products Detailed explanation is provided
the basis of below
Segmentation psychological/personality traits,
lifestyle, or values
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Value Proposition A set of benefits which satisfy Aster RV Hospitals, Bengaluru 1. One stop hospital for complete health care.
needs of the customer. 2. Aster Connect App which can be downloaded into mobile and
Offering gives a ‘physical access the following
shape’ to the value - Book appointment
proposition - Receipts
- Lab reports
- Diagnosis
- Discharge Summary
3. Follow up calls from the Hospital to enquire the health status
4. Seamless Insurance processing by the Hospital
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Production Concept of Consumer prefer the most inexpensive and Passenger cars and FMCG Mass production of the item gives the opportunity for
widely available product. goods. Assembly line lower cost and easy availability. FMCG goods and
Marketing Such companies focus on high production consisting of Robots Passenger cars are best example for this concept.
efficiency, low costs, mass distribution Mass distribution also plays an important role
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Co-branding is a marketing strategy that utilizes multiple Pizza Hut and Pizza Hut has a co branding with Pepsi Ltd.
brand names on a good or service as part of a strategic Pepsi The cold drinks offered at Pizza Hut are from Pepsi Co. such
Co-Branding alliance. Also known as a brand partnership, co-branding (or as Pepsi, Mirinda,
"cobranding") encompasses several different types of 7-Up
branding collaborations, typically involving the brands of at
least two companies
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Ingredient Branding Ingredient-branding is creating a brand for an Ashirvad Multigrain Atta Ashirvad Multigrain Atta packaging mentions about
ingredient or component of a product, to project the the key ingredients such as cereals and pulses which
high quality or performance of the ingredient are healthy. The key ingredients are clearly shown in
the packaging so as to get the consumer attention
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Escalator Clause in Clauses are placed in contract that the price of a) Real estate Construction contract Escalator Clause will be entered in the
the final product would depend b) Engineering components quotation contract which takes into account of the
Pricing on the cost of particular components at the time from Suppliers inflation and fluctuation of the raw
of delivery or when production is materials into consideration. Escalation
over. The components in question are typically clauses are quite common in construction
those with highly fluctuating prices. contracts to cover unexpected costs due
to fluctuations in the prices for raw
materials, fuel, and labor during the
course of the construction project
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Push Strategy A push strategy uses the manufacturer’s sales Aquaguard campaigns Aquaguard does the campaigning by its Sales force
force, trade promotion money, or other means wherein they open Small outlet near Apartments
to induce intermediaries to carry, promote, and or Colonies to promote and sell their products.
sell the product to end users. This is an example in which the Company goes to
the customer
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Bulk-Breaking as a channel - Reduces lot sizes to achieve scale FMCG goods Manufacturer will be producing in Bulk quantity. However the
economies end user will be requiring small lot sizes. Reduction of the lot
management function - Provides credit to smaller retailers and size from Manufacturer to the smallest lot size for end user is
working capital to company called as Bulk breaking. This has the involvement of
Distributor, Retailer
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Communication establishing Establishing a product or service category as Fuel cell electric Main target of the FCEV is that Zero emission. This
necessary for removing or satisfying a vehicles(FCEV) will help in maintaining the clean air and thus
need for category perceived discrepancy between a current protection of the environment in comparison with
motivational state and a desired IC engines. They emit only water and heat.
motivational state. Examples are Hyundai Tucson, Toyota Marai
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Communication for building Helping consumers evaluate the brand’s perceived Apple company Apple has a branding strategy that focuses
ability to meet a currently relevant need. The brand products on the emotions. The starting point is how
brand attitude attitude will tell what people think about a product or an Apple product experience makes you
service, whether the product answers a consumer feel. The Apple brand personality is about
need, and just how much the product is wanted by lifestyle; imagination; liberty regained;
the consumer. innovation; passion; hopes, dreams and
aspirations; and power-to-the-people
through technology
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Captive Product Pricing Captive products are strategically used to maximize Razer blades Razer blades are priced higher than the Razor itself,
revenue. ... Low price are offered for the core product, people have to buy blades regular intervals without
but high prices are placed on captive products. This which Razor can’t be used. The Razor lifetime is
attracts customers to the core product with a low price approximately 2-3 years where as Blades need to be
but allows sellers to make a profit off the captive replaced after 2-3 shaves.
products, which are necessary to use the product
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AIDA Model Its one of the Response Hierarchy Model of Advertising of upcoming 1. Attention – I know it
Consumer responses which involves Attention of Outlet of KFC 2. Interest – I like it
the consumer-> Create Interest -> Create Desire in 3. Desire – I want it
the customer and finally customer getting into 4. Action – I am buying it
action of buying the product
Attention – Distribute pamphlets in the news papers, stick it Interest – Generate interest in consumers by putting
on the 2 wheelers , 4 Wheelers to get the Attention of hoardings/Cutouts in key junctions. Highlight the
Customers advantages/benefits to the consumers

Desire – To highlight the benefits so that the offering

Views of Society in Socio- Sociocultural factors are customs, Preservers – Defend the society Consumption pattern
lifestyles and values that Makers – Run the society
Cultural environment characterize a society. More Takers – take what they can Preservers – Defend the Society
specifically, cultural aspects Changers – to Change the society Makers – High achievers who eat, dress and live well
include aesthetics, education, Escapers – Lead the society Takers – Not demanding
language, law and politics, Seekers – Something different Changers – Economical in use and prudently saving
religion, social organizations, Escapers and Seekers– Major market for movies,
technology and material culture, music, surfing. They are more of Adventurous type
values and attitudes
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Multi-channel marketing Using two or more marketing channels to HP products 1. Sales force to sell to Large accounts
reach customer segments in one market 2. Outbound telemarketing to medium sized accounts
area 3. Direct Mail with inbound phone number to Small
accounts
4. Retailer to sell still small accounts
5. Internet to sell Speciality items