Marketing Strategy Final Examination

First Part : Schindler India e-Marketing Strategy

B2B PTM Analysis : Schindler S001 and S003P
A. DEMOGRAPHIC PROFILE
S 001
Industry Types

Low-Rise Building
Segment as a Primary
Target

S 003
Mid-Rise and High-Rise
Building as a Primary
Target

Minimal Annual Usage

In Value
In Unit

Est. Growth
Previous Year
3 Years Average

Location

B. OPERATING PROFILE
Technology
User / Non-User Status
Customer Capabilities
C. PURCHASING PROFILE
Purchasing-Function Org.

Not Applicable
Not Applicable
Not Applicable
Minimum 50 Unit

Mumbai, Bangalore , Pure, Madras , New

Delhi
User Friendly Technology
All Kind of Users (Light, Medium and Heavy
Users)
Elevator with proven Safety and Proven
Quality
Centralized and Decentralized Purchasing
Function

Power Structure

Engineering and
Financially Dominated

Existing Relationship
Gen. Purchase Policies

Not Applicable / Schindler India is still New

Any kinds of Payments as agreed by both
sides. Offering a client to sign up for
Maintenance contract
Quality, Service and Reasonably Priced

Purchasing Criteria
D. SITUATIONAL FACTORS
Urgency of Need

Dominated by
Engineering

Yes. Elevator should be installed during the

Building Construction.
Specific Application
Application without or minimum modification
Size of Order
At least 1(one) Unit
E. PERSONAL CHARACTERISTICS
Buyer-Seller
Respecting the Safety and Reliability Values
Compatibility
Attitudes Toward Risk
Risk Avoidance / Risk-Free
Loyalty
Low and High Loyalty
2. Product Positioning for S 001 : The Finest Localized Elevator With World
Class Quality and Safety

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Marketing Strategy Final Examination

2B. Brand Positioning for the Overall Company : We are redefined the meaning
of safety and technology in Elevator Industry into India , by Sharing and
Implementing our 120 years of experience.
3. A. How Do You Use Facebook , Twitter , You Tube , Google Plus etc ?
Schindler India is a Business to Business Company. In my opinion
Twitter are my top priority, as a channel of Advertising.

YouTube and

In the You Tube , Schindler should put some videos such as :

The Product Features ( Such as : The advantages / uniqueness of Schindlers

product)
Training Video ( Such as : How to clean up the Elevator in the right way )
Introducing the upcoming / new product
Advertisement Videos
By sharing these videos, Schindler can introduce their product into for prospective
customers and in the same time improving the product knowledge for existing
customers. In Twitter, Schindler India can communicate with their existing and
prospective customer by sending short and informative message. The message can
be a promotion statement ( such as : Attractive Offer for Renewing Maintenance
Contract) or a link to Schindler India website if the information content cannot be
shortened .
3 B . How do you want to organize the Schindler India Website :
In this Website, Schindler should have (at least) 2 sections :
Firstly, General contents (such as product lists, office addresses etc.) should be
shown very clear and in attractive ways (such as : using bright colors ) . The
contents are useful for anyone (user or non-user of Schindlers) . Schindler India
should prepared one page with interactive form , dedicated to receive any
information or question for their products. Secondly, Contents for Client or
Customer Section. This section is only accessible for Schindler India Clients. In here,
Schindlers owner can see any information related to their Elevator. Such as : the
maintenance schedule, the maintenance contract duration, important news and
product offering only for existing owners . Owner also can use this section to have
enquiry about Schindler India services and products

Second Part : Warby Parker

PTM For Business to Customer of Warby Parker
A. GEOGRAPHIC PROFILE
Region

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Online Shop and 11 Physical shop across USA.

The Physical Stores located in : Chicago,
Nashville, Boston, New York, Philadelphia,

Marketing Strategy Final Examination

Richmond, Los Angeles, Oklahoma City, Dallas
and Austin.

Cultural Habits & Tastes

Casual / Designer Style
Mobility of Customers
Travel Anywhere
B. DEMOGRAPHIC PROFILE trendy and classic contemporary and
refined
Age
18 to 34 years old
Gender
Male and Female
Family Life Cycle
Young Adult to Young Family
Education
College to Bachelor
Occupation
Part-time and Full-Time Job
Socio-Economic Class
Low to Middle Class
C. PSYCHOGRAPHIC PROFILE
Personality Traits
Lifestyles
Activities : Informal situation, Sport,
Outdoors
Perceptual Images : Innovative , Designer
Style
Attitudes (about product, Price Conscious, Value orientation
Self/career/family)
Reference Groups
Social Media Friends, Family Members,
Friends
Social Roles
Follower , Leader , Supporter
D. BEHAVIORISTIC PROFILE
Benefits Sought
Reasonably Priced Product
Shopping Patterns
Visit Online Shop, Comparing with other
seller before buying
User Status
Any Eyewear User including user and
potential user
Decision Influencers
Peers, Social Media , Family
Usage Rate
Moderate User
Readiness Stage
Informed , Interested and Intents to buy
Brand Loyalty
Loyal and Switcher
Response Function
Moderately Responsive
2. Develop a Brand Positioning Statement for the company Warby Parker in America
: Providing Affordable Designer Style Eyewear Product and assisting those
in needs
3. Explain in Marketing Analysis how Warby Parker was able to achieve good sales
volume in such as short time .Warby Parker has remarkable know their Primary
Target Market (PTM), furthermore they know how to fulfill the need, wants and
problems of the PTM. Warby Parker did Market Survey to know the behavior of their
PTM. The Following Marketing Steps were taken by Warby Parker :
1. Design Strategy : The market for affordable eyewear is wide open. The Profit
can be created by establishing an effective supply chain. Outsourcing the raw
materials also one of the strategy to reduce the cost.
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Marketing Strategy Final Examination

2. Product Policy :The Product line consists of own brand to avoid licencing fees.
In-House design for the products
3. Communicating and Personal Selling : Fifty Percent of People who come to
Warby Parker website have heard about it from friend (Word of Mouth
effects) . Warby Parker is hiring an online marketing team. This kind of
communication is highly effective to reach the PTM and the cost is low but
the sales impact is high
4. Channel Policy :Firstly, only online channel was available. Currently, adding
to the online channel are 11 physical stores across USA to. The demand for
physical store still exist. Warby Parker call this as a great marriage of
physical and digital stores.
5. Pricing Policy : The Price is incredibly affordable for PTM . For example : The
prescription glasses online for $95 compare to $500 which being offered by
their competitor.
As a customer-centric organization, they are constantly reviewing their strategy to
fulfil the customer needs, wants and problems. For example : Warby Parker found
that people still likes to visit physical stores, thus Warby Parker open the Physical
store in some cities across USA. Nextly, Warby Parker were hiring more people, to
help them in Customer Service due to the high volume of sales. By doing all the
above steps, the Warby Parker was able to achieve good sales in such a short time,
and maintaining the High Quality of their product and customer service.

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