ASSIGNMENT ON MARKETING MANAGEMENT

ASSIGNMENT ON
MARKETING
MANAGEMENT
BY Sumit Kumar
Q.1 Write a short note on product life cycle?
Answer

Introduction:
Product life cycle management is the succession of strategies used by management as a
product goes through its product life cycle. The conditions in which a product is sold changes
over time and must be managed as it moves through its succession of stages.

Product life cycle:

A product's life cycle (PLC) can be divided into several stages characterized by the revenue
generated by the product. If a curve is drawn showing product revenue over time, it may take
one of many different shapes, an example of which is shown below:

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Product Life Cycle Curve

The life cycle concept may apply to a brand or to a category of product. Its duration may be
as short as a few months for a fad item or a century or more for product categories such as the
gasoline-powered automobile.

Product development is the incubation stage of the product life cycle. There are no sales and
the firm prepares to introduce the product. As the product progresses through its life cycle,
changes in the marketing mix usually are required in order to adjust to the evolving challenges
and opportunities.

Introduction Stage:
When the product is introduced, sales will be low until customers become aware of the
product and its benefits. Some firms may announce their product before it is introduced, but such
announcements also alert competitors and remove the element of surprise. Advertising costs
typically are high during this stage in order to rapidly increase customer awareness of the
product and to target the early adopters. During the introductory stage the firm is likely to incur
additional costs associated with the initial distribution of the product. These higher costs coupled
with a low sales volume usually make the introduction stage a period of negative profits.
During the introduction stage, the primary goal is to establish a market and build primary
demand for the product class. The following are some of the marketing mix implications of the
introduction stage:

Product - one or few products, relatively undifferentiated

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Price - Generally high, assuming a skim pricing strategy for a high profit margin as the
early adopters buy the product and the firm seeks to recoup development costs quickly.
In some cases a penetration pricing strategy is used and introductory prices are set low to
gain market share rapidly.

Distribution - Distribution is selective and scattered as the firm commences

implementation of the distribution plan.

Promotion - Promotion is aimed at building brand awareness. Samples or trial incentives

may be directed toward early adopters. The introductory promotion also is intended to
convince potential resellers to carry the product.

Growth Stage:
The growth stage is a period of rapid revenue growth. Sales increase as more customers
become aware of the product and its benefits and additional market segments are targeted. Once
the product has been proven a success and customers begin asking for it, sales will increase
further as more retailers become interested in carrying it. The marketing team may expand the
distribution at this point. When competitors enter the market, often during the later part of the
growth stage, there may be price competition and/or increased promotional costs in order to
convince consumers that the firm's product is better than that of the competition. During the
growth stage, the goal is to gain consumer preference and increase sales. The marketing mix
may be modified as follows:

Product - New product features and packaging options; improvement of product quality.
Price - Maintained at a high level if demand is high, or reduced to capture additional
customers.

Distribution - Distribution becomes more intensive. Trade discounts are minimal if

resellers show a strong interest in the product.

Promotion - Increased advertising to build brand preference.

Maturity Stage:
The maturity stage is the most profitable. While sales continue to increase into this stage,
they do so at a slower pace. Because brand awareness is strong, advertising expenditures will be
reduced. Competition may result in decreased market share and/or prices. The competing
products may be very similar at this point, increasing the difficulty of differentiating the product.
The firm places effort into encouraging competitors' customers to switch, increasing usage per
customer, and converting non-users into customers. Sales promotions may be offered to
encourage retailers to give the product more shelf space over competing products.
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During the maturity stage, the primary goal is to maintain market share and extend the product
life cycle. Marketing mix decisions may include:

Product - Modifications are made and features are added in order to differentiate the
product from competing products that may have been introduced.
Price - Possible price reductions in response to competition while avoiding a price war.

Distribution - New distribution channels and incentives to resellers in order to avoid

losing shelf space.

Promotion - Emphasis on differentiation and building of brand loyalty. Incentives to get

competitors' customers to switch.

Decline Stage:
Eventually sales begin to decline as the market becomes saturated, the product becomes
technologically obsolete, or customer tastes change. If the product has developed brand loyalty,
the profitability may be maintained longer. Unit costs may increase with the declining
production volumes and eventually no more profit can be made.
During the decline phase, the firm generally has three options:

Maintain the product in hopes that competitors will exit. Reduce costs and find new uses
for the product.
Harvest it, reducing marketing support and coasting along until no more profit can be
made.
Discontinue the product when no more profit can be made or there is a successor product

The marketing mix may be modified as follows:

Product - The number of products in the product line may be reduced. Rejuvenate
surviving products to make them look new again.
Price - Prices may be lowered to liquidate inventory of discontinued products. Prices
may be maintained for continued products serving a niche market.

Distribution - Distribution becomes more selective. Channels that no longer are

profitable are phased out.

Promotion - Expenditures are lower and aimed at reinforcing the brand image for
continued products.

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Limitations of the Product Life Cycle Concept:

The term "life cycle" implies a well-defined life cycle as observed in living organisms, but
products do not have such a predictable life and the specific life cycle curves followed by
different products vary substantially. Consequently, the life cycle concept is not well-suited for
the forecasting of product sales. Furthermore, critics have argued that the product life cycle may
become self-fulfilling. For example, if sales peak and then decline, managers may conclude that
the product is in the decline phase and therefore cut the advertising budget, thus precipitating a
further decline.
Nonetheless, the product life cycle concept helps marketing managers to plan alternate
marketing strategies to address the challenges that their products are likely to face. It also is
useful for monitoring sales results over time and comparing them to those of products having a
similar life cycle.

Q.2 Explain various categories of brand sponsorship with

example?
Answer

Introduction:
American Marketing Association defines the brand as A name, term, design, symbol or any
other feature that identifies one sellers good or service as distinct from those of other sellers.
The legal term for brand is trademark. A brand may identify one item, a family of terms, or all
items of that seller. If used for the firm as a whole, the preferred term is trade name.
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Brand Sponsorship:
Brand managers have four options of sponsoring the brand.

A. Manufacturer BrandThe brand owned by manufacturer and promoted either directly or indirectly. This type of
strategy has been followed for many years. Pillsbury Atta is a manufacturer brand.
B.

Private Brand-

These brands are also called store brands. These brands bear the store name or store selected
vendor name. Basic ingredients of private labels are:
I.

II.

It must be a unit package: It is difficult to assign a private label character to say,

rice sold loose from a 100kg bag. Even though it may enhance consumer loyalty
for whatever reason, it does not qualify as a private label product.
Relabeling: The unit pack must bear only the brand name of the particular store or
any other party the store may choose for its private label programme.

Private labels will enhance the category profitability; increase the negotiation power of the
retailer and better value creates better consumer loyalty. All retailers cannot go for the private
labeling. Private labels can be introduced if and only if:
a) The consumer is not getting the tangible value.
b) The retailer is not making enough returns from the sale of the branded goods.
Emerging issues in private branding:
a. The private label strategy is effective, profitable and realistic.
b. The retailer must understand the price, quality and willingness to pay.
c. The retailers must have a sufficiently large base of loyal customers in the store before
introducing the private label.
d. The focus must be on the consumer needs and not any private agenda of the retailers.
e. There must be a stringent system for the private label production. Quality control is a
must since there is no one else to blame.
f. Private labels must work to fill the gaps in the category and not target the brand leader.
g. Since manufacturers may take a private label initiative o the retailer seriously and avoid
value gaps in the categories as an impediment to growing private labels.

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It is the legal authorization by the trade mark brand owner to allow another company to use its
brand for a free. For example- Hugo Boss, Tommy Hilfiger, Lovable, Lacoste and Nike are some
of the textile brands those licensed their brands in the Indian market. The major benefits of
brand licensing are low-cost, free publicity and revenue from royalty fees. Brand licensing also
suffers from serious limitations like lack of manufacturing control, and failure of licensing
arrangements.

D. Co-BrandingAccording to Kotler, co-branding is the practice of using the established brand names of two
different companies on the same product. For example- ICICI and HPCL came together to sell
ICICI-HPCL petro cards to the customer. Here card is the co-branding between the two
companies. Co-branding helps ICICI to utilize their financial resources well. It adds another
banking facility to the bank while HPCL can lock the customer from buying the petroleum
products from competitors. HPCL also gets benefit of financial power which it doesnt have.
Both companies promote these products. Hence, they can leverage brand image and can reduce
the cost. All companies will not get benefit from co-branding. Sometimes company may lose the
brand image f the product fails.

Q.3 Explain the product mix pricing strategies with

example?
Answer

Pricing Strategy:
One of the four major elements of the marketing mix is price. Pricing is an important strategic
issue because it is related to product positioning. Furthermore, pricing affects other marketing
mix elements such as product features, channel decisions, and promotion.
While there is no single recipe to determine pricing, the following is a general sequence of steps
that might be followed for developing the pricing of a new product:
1. Develop marketing strategy - perform marketing analysis, segmentation, targeting, and
positioning.
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2. Make marketing mix decisions - define the product, distribution, and promotional
tactics.
3. Estimate the demand curve - understand how quantity demanded varies with price.
4. Calculate cost - include fixed and variable costs associated with the product.
5. Understand environmental factors - evaluate likely competitor actions, understand
legal constraints, etc.
6. Set pricing objectives - for example, profit maximization, revenue maximization, or
price stabilization (status quo).
7. Determine pricing - using information collected in the above steps, select a pricing
method, develop the pricing structure, and define discounts.
These steps are interrelated and are not necessarily performed in the above order. Nonetheless,
the above list serves to present a starting framework.

Marketing Strategy and the Marketing Mix:

Before the product is developed, the marketing strategy is formulated, including target market
selection and product positioning. There usually is a tradeoff between product quality and price,
so price is an important variable in positioning.
Because of inherent tradeoffs between marketing mixes elements, pricing will depend on other
product, distribution, and promotion decisions.

1. Estimate the Demand Curve:

Because there is a relationship between price and quantity demanded, it is important to
understand the impact of pricing on sales by estimating the demand curve for the product.
For existing products, experiments can be performed at prices above and below the current price
in order to determine the price elasticity of demand. Inelastic demand indicates that price
increases might be feasible.

2. Calculate Costs:

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If the firm has decided to launch the product, there likely is at least a basic understanding of the
costs involved; otherwise, there might be no profit to be made. The unit cost of the product sets
the lower limit of what the firm might charge, and determines the profit margin at higher prices.
The total unit cost of a producing a product is composed of the variable cost of producing each
additional unit and fixed costs that are incurred regardless of the quantity produced. The pricing
policy should consider both types of costs.

3. Environmental Factors:
Pricing must take into account the competitive and legal environment in which the company
operates. From a competitive standpoint, the firm must consider the implications of its pricing
on the pricing decisions of competitors. For example, setting the price too low may risk a price
war that may not be in the best interest of either side. Setting the price too high may attract a
large number of competitors who want to share in the profits.
From a legal standpoint, a firm is not free to price its products at any level it chooses. For
example, there may be price controls that prohibit pricing a product too high. Pricing it too low
may be considered predatory pricing or "dumping" in the case of international trade. Offering a
different price for different consumers may violate laws against price discrimination. Finally,
collusion with competitors to fix prices at an agreed level is illegal in many countries.

Pricing Objectives:
The firm's pricing objectives must be identified in order to determine the optimal pricing.
Common objectives include the following:

Current profit maximization - seeks to maximize current profit, taking into account
revenue and costs. Current profit maximization may not be the best objective if it results
in lower long-term profits.
Current revenue maximization - seeks to maximize current revenue with no regard to
profit margins. The underlying objective often is to maximize long-term profits by
increasing market share and lowering costs.

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Maximize quantity - seeks to maximize the number of units sold or the number of
customers served in order to decrease long-term costs as predicted by the experience
curve.

Maximize profit margin - attempts to maximize the unit profit margin, recognizing that
quantities will be low.

Quality leadership - use price to signal high quality in an attempt to position the product
as the quality leader.

Partial cost recovery - an organization that has other revenue sources may seek only
partial cost recovery.

Survival - in situations such as market decline and overcapacity, the goal may be to
select a price that will cover costs and permit the firm to remain in the market. In this
case, survival may take a priority over profits, so this objective is considered temporary.

Status quo - the firm may seek price stabilization in order to avoid price wars and
maintain a moderate but stable level of profit.

For new products, the pricing objective often is either to maximize profit margin or to maximize
quantity (market share). To meet these objectives, skim pricing and penetration pricing strategies
often are employed. Joel Dean discussed these pricing policies in his classic HBR article
entitled, Pricing Policies for New Products.

Skim pricing:

Attempts to "skim the cream" off the top of the market by setting a high price and selling to
those customers who are less price sensitive. Skimming is most appropriate when:

Demand is expected to be relatively inelastic; that is, the customers are not highly price
sensitive.
Large cost savings are not expected at high volumes, or it is difficult to predict the cost
savings that would be achieved at high volume.
The company does not have the resources to finance the large capital expenditures
necessary for high volume production with initially low profit margins.

Penetration pricing:

It pursues the objective of quantity maximization by means of a low price. It is most appropriate
when:
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Demand is expected to be highly elastic; that is, customers are price sensitive and the
quantity demanded will increase significantly as price declines.
Large decreases in cost are expected as cumulative volume increases.

The product is of the nature of something that can gain mass appeal fairly quickly.

There is a threat of impending competition.

As the product lifecycle progresses, there likely will be changes in the demand curve and costs.
As such, the pricing policy should be reevaluated over time.
The pricing objective depends on many factors including production cost, existence of
economies of scale, barriers to entry, product differentiation, rate of product diffusion, the firm's
resources, and the product's anticipated price elasticity of demand.

Pricing Methods:
To set the specific price level that achieves their pricing objectives, managers may make use of
several pricing methods. These methods include:

Cost-plus pricing - set the price at the production cost plus a certain profit margin.
Target return pricing - set the price to achieve a target return-on-investment.

Value-based pricing - base the price on the effective value to the customer relative to
alternative products.

Psychological pricing - base the price on factors such as signals of product quality,
popular price points, and what the consumer perceives to be fair.

In addition to setting the price level, managers have the opportunity to design innovative pricing
models that better meet the needs of both the firm and its customers. For example, software
traditionally was purchased as a product in which customers made a one-time payment and then
owned a perpetual license to the software. Many software suppliers have changed their pricing to
a subscription model in which the customer subscribes for a set period of time, such as one year.
Afterwards, the subscription must be renewed or the software no longer will function. This
model offers stability to both the supplier and the customer since it reduces the large swings in
software investment cycles.

Price Discounts:

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The normally quoted price to end users is known as the list price. This price usually is
discounted for distribution channel members and some end users. There are several types of
discounts, as outlined below.

Quantity discount - offered to customers who purchase in large quantities.

Cumulative quantity discount - a discount that increases as the cumulative quantity
increases. Cumulative discounts may be offered to resellers who purchase large
quantities over time but who do not wish to place large individual orders.

Seasonal discount - based on the time that the purchase is made and designed to reduce
seasonal variation in sales. For example, the travel industry offers much lower off-season
rates. Such discounts do not have to be based on time of the year; they also can be based
on day of the week or time of the day, such as pricing offered by long distance and
wireless service providers.

Cash discount - extended to customers who pay their bill before a specified date.

Trade discount - a functional discount offered to channel members for performing their
roles. For example, a trade discount may be offered to a small retailer who may not
purchase in quantity but nonetheless performs the important retail function.

Promotional discount - a short-term discounted price offered to stimulate sales.

Product Pricing Strategies:

The most challenging stage of product is introductory stage. In introductory stage of new
product companies face the challenge of setting the prices for the first time. Companies have
only one chance to get new product price right. They can choose among the two strategies i.e.
market skimming pricing and market penetration pricing.

a. Market Skimming Pricing:

Companies interested in profitable sale set initially high price for a product to skim maximum
revenue from the segments which is willing to pay high price and then slowly move to low price.

b. Market Penetration Pricing:

Companies interested in large
number of customer.

market share

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set low price for a product in order to attract large

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Product Mix Pricing Strategy:

The strategies of setting the price for a product when the product is part of product mix.

Product Line Pricing:

Same product with different features the price is kept on the bases of the cost difference between
the products in product line and customer evaluation of features and competitor prices. For
example Sony offering different television with different features at different prices.

Optional Product Pricing:

Its the pricing of the main product with the accessories or optional product for example car with
power window CD changer and car without power window and CD changer.

Captive Product Pricing:

Pricing of the product which must be used with the main product for example films must be use
with VCR, CD must be use with CD player etc.

Product Bundle Pricing:

Making the bundle of different product and price the bundle at a reduce price. It is basically for
selling the slow moving items.

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Q.4 What are various logistics functions? Describe in brief?
Answer

Introduction:
A logistic function or logistic curve is the most common sigmoid curve. It models the "Sshaped" curve (abbreviated S-curve) of growth of some set P, where P might be thought of as
population. The initial stage of growth is approximately exponential; then, as saturation begins,
the growth slows, and at maturity, growth stops.
A simple logistic function may be defined by the formula

Where the variable P might be considered to denote a population and the variable t might
be thought of as time. If we now let t range over the real numbers from to + then we obtain
the S-curve shown. In practice, due to the nature of the exponential function et, it is sufficient to
compute t over a small range of real numbers such as [6, +6].

Standard logistic sigmoid function:

The logistic function finds applications in a range of fields, including artificial neural
networks, biology, biomathematics, demography, economics, chemistry, mathematical
psychology, probability, sociology and statistics.

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Logistic differential equation:

The logistic function is the solution of the simple first-order non-linear differential equation

Where P is a variable with respect to time t and with boundary condition P (0) = 1/2. This
equation is the continuous version of the logistic map. One may readily find the (symbolic)
solution to be

Choosing the constant of integration eke = 1 gives the other well-known form of the definition of
the logistic curve

The logistic curve shows early exponential growth for negative t, which slows to linear growth
of slope 1/4 near t = 0, then approaches y = 1 with an exponentially decaying gap.
The logistic function is the inverse of the natural logic function and so can be used to
convert the logarithm of odds into a probability; the conversion from the log-likelihood ratio of
two alternatives also takes the form of a logistic curve.
The logistic sigmoid function is related to the hyperbolic tangent, A.p. by

In ecology: modeling population growth:

A typical application of the logistic equation is a common model of population growth,
originally due to Pierre-Franois Verhulst in 1838, where the rate of reproduction is proportional
to:

The existing population

The amount of available resource.

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All else being equal. Thus the second term models the competition for available resources,
which tends to limit the population growth. Letting P represent population size (N is often used
in ecology instead) and t represent time, this model is formalized by the differential equation:

Where the constant r defines the growth rate and K is the carrying capacity.
Interpreting the equation shown above: the early, unimpeded growth rate is modeled by
the first term +rP. The value of the rate r represents the proportional increase of the population P
in one unit of time. Later, as the population grows, the second term, which multiplied out is
rP2/K, becomes larger than the first as some members of the population P interfere with each
other by competing for some critical resource, such as food or living space. This antagonistic
effect is called the bottleneck, and is modeled by the value of the parameter K. The competition
diminishes the combined growth rate, until the value of P ceases to grow (this is called maturity
of the population).
Let us divide both sides of the equation by K [5] to give

Now setting x = P / K gives us the differential equation

For r = 1 we have the particular case with which we started.

In ecology, species are sometimes referred to as r-strategist or K-strategist depending
upon the selective processes that have shaped their life history strategies. The solution to the
equation (with P0 being the initial population) is

Where
Which is to say that K is the limiting value of P: the highest value that the
population can reach given infinite time (or come close to reaching in finite time)? It
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is important to stress that the carrying capacity is asymptotically reached
independently of the initial value P (0) > 0, also in case that P (0) > K.

Time-varying carrying capacity:

Since the environmental conditions influence the carrying capacity, as a consequence it can
be time-varying: K (t) > 0, leading to the following mathematical model:

A particularly important case is that of carrying capacity that varies periodically with period T:

It can be shown that in such a case, independently from the initial value P (0) > 0, P (t) will tend
to a unique periodic solution P*(t), whose period is T. A typical value of T is one year: in such
case K (t) reflects periodical variations of weather conditions.

In statistics:
Logistic functions are used in several roles in statistics. Firstly, they are the cumulative
distribution function of the logistic family of distributions. Secondly they are used in logistic
regression to model how the probability p of an event may be affected by one or more
explanatory variables: an example would be to have the model

Where x is the explanatory variable and a and b are model parameters to be fitted.
An important application of the logistic function is in the Rasch model, used in item
response theory. In particular, the Rasch model forms a basis for maximum likelihood estimation
of the locations of objects or persons on a continuum, based on collections of categorical data,
for example the abilities of persons on a continuum based on responses that have been
categorized as correct and incorrect.

In medicine:
tumors:
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modeling

of

growth

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Another application of logistic curve is in medicine, where the logistic differential equation
is used to model the growth of tumors. This application can be considered an extension of the
above mentioned use in the framework of ecology. Denoting with X (t) the size of the tumor at
time t, its dynamics are governed by:

Which is of the type?

Where F(X) is the proliferation rate of the tumor.

If chemotherapy is started with a log-kill effect, the equation may be revised to be

Where c (t) is the therapy-induced death rate. In the idealized case of very long therapy, c (t) can
be modeled as a periodic function (of period T) or (in case of continuous infusion therapy) as a
constant function, and one has that

I.e. if the average therapy-induced death rate is greater than the baseline proliferation rate then
there is the eradication of the disease. Of course, this is an over-simplified model of both the
growth and the therapy (e.g. it does not take into account the phenomenon of clonally
resistance).

Double logistic function:

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The double logistic is a function similar to the logistic function with numerous
applications. Its general formula is:

Where d is its centre and s is the steepness factor. Here "sign" represents the sign function.

Importance of a global view of Logistics:

Todays economy is a global one and enterprises must be prepared to conduct business with
customers and suppliers anywhere in the world. Efficient logistics services system plays a major
role in competitive pricing and operational efficiency. Cutting-edge technology with global
logistics knowledge can create a seamless network of suppliers, carriers, and regulatory
agencies, warehouse facilities and clients. Global logistics effectiveness is a process, a supply
pipeline that stretches from your vendor to the customer. Use the service of a logistics-consulting
firm to assess your logistics management needs and find a logistics solution. Assess the need for
a third party logistics provider.

Healthcare Logistics:
Distribution of healthcare products is a great challenge for the healthcare logistics system.
Healthcare logistics has industry-specific needs of purchasing, warehousing, transport logistics
and collaboration. Specific healthcare logistics software can help solve problems. Healthcare
logistics software can help in bar code technology of medical products for faster delivery,
reduced medical errors and prevention of fraud and abuse. Using a healthcare logistics software
system can cut operation costs and result in lower patient care costs. Streamlining operations
with suppliers through effective use of e-commerce is a resultant from applying healthcare
logistics tools. Efficient healthcare logistics system can also reduce internal labor costs.

Distribution Logistics:
The Defense Logistics Agency is an excellent example of distribution logistics. Its mission is
to provide best distribution logistics support to Americas Armed Forces. Distribution logistics,
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in this case, takes care of everything the service members eat, wear, drive or even shoot.
Strategic Distribution Logistics is a logistic job designed to transform the Department of
Defense worldwide by integrating stock positioning and transportation.
The aim of distribution logistics services is to drive down customer wait time and cost while
improving quality and reliability of service. Distribution logistics focuses on forward stocking.

Logistics Solution / Logistics Services:

A logistics solution can be implemented on the recommendations of a logistics-consulting firm.
An efficient logistics solution guarantees fast return on investment. A customized logistics
solution brings about decisive impacts on logistical processes to suppliers and customers.
Logistics service is a strategic to the success of a firm. Logistics service and solution team needs
to focus on eliminating non-productive distance and realtime vehicle fleet tracking.

Logistics Software:
Integrated logistics management software will help gain a competitive edge. SAP, a leading
logistics software provider, delivers tools and capabilities that can help your logistics Services
Company operate with efficiency, flexibility and speed. Logistics software benefits warehouse
logistics management by implementing cross docking. Logistics software offers tracking and
tracing tools that allow measurement of key performance indicators (KPIs).

Reverse Logistics Services:

Reverse logistics services allow manufacturers to increase customer satisfaction by providing a
complete view of their supply chains, including goods in the return loop. Integrating the reverse
logistics services into the complete logistics job provides feedback for the design, engineering,
assembly and distribution. Reverse logistics involves is all about products that are returned by
the customers, either for repair or after-sales service. The questions that need to be asked before
applying a reverse logistics management system:
- Where is the repair facilities located?
- How should you integrate your reverse logistics processes into your total
after-sales supply chain?
- Should you outsource the reverse logistics return loop?

Q.5 What is IMC? Describe the communication development process in

brief?
Answer:
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Introduction:
Integrated Marketing Communications is a term used to describe a holistic approach to
marketing communication. It aims to ensure consistency of message and the complementary use
of media. The concept includes online and offline marketing channels. Online marketing
channels include any e-marketing campaigns or programs, from search engine optimization
(SEO), pay-per-click, and affiliate, and email, banner to latest web related channels for webinar,
blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional
print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and
television. A company develops its integrated marketing communication program using all the
elements of the marketing mix (product, price, place, and promotion).
Integrated marketing communication is integration of all marketing tools, approaches, and
resources within a company which maximizes impact on consumer mind and which results into
maximum profit at minimum cost. Generally marketing starts from "Marketing Mix". Promotion
is one element of Marketing Mix. Promotional activities include Advertising (by using different
medium), sales promotion (sales and trades promotion), and personal selling activities. It also
includes internet marketing, sponsorship marketing, direct marketing, database marketing and
public relations. And integration of all these promotional tools along with other components of
marketing mix to gain edge over competitor is called Integrated Marketing Communication.

Reasons for the Growing Importance of

IMC:

Several shifts in the advertising and media industry have caused IMC to develop into a primary
strategy for marketers:
1. From media advertising to multiple forms of communication.
2. From mass media to more specialized (niche) media, which are centered on specific
target audiences?
3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled
market.
4. From general-focus advertising and marketing to data-based marketing.
5. From low agency accountability to greater agency accountability, particularly in
advertising.
6. From traditional compensation to performance-based compensation (increased sales or
benefits to the company.

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Selecting
the
Most
Communications Elements:

Effective

The goal of selecting the elements of proposed integrated marketing communications is to create
a campaign that is effective and consistent across media platforms. Some marketers may want
only ads with the greatest breadth of appeal: the executions that, when combined, provide the
greatest number of attention-getting, branded, and motivational moments. Others may only want
ads with the greatest depth of appeal: the ads with the greatest number of attention-getting,
branded, and motivational points within each.
Although integrated marketing communications is more than just an advertising campaign, the
bulk of marketing dollars is spent on the creation and distribution of advertisements. Hence, the
bulk of the research budget is also spent on these elements of the campaign. Once the key
marketing pieces have been tested, the researched elements can then be applied to other contact
points: letterhead, packaging, logistics, customer service training, and more, to complete the
IMC cycle.

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Q.6 What are alternative approaches to marketing while going
international? Study Pepsis international marketing strategy?
Answer

Introduction:
International marketing (IM) or global marketing refers to marketing carried out by
companies overseas or across national borderlines. This strategy uses an extension of the
techniques used in the home country of a firm. [1] According to the American Marketing
Association (AMA) "international marketing is the multinational process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational objectives."[2] In contrast to the
definition of marketing only the word multinational has been added.[2] In simple words
international marketing is the application of marketing principles to across national boundaries.
However, there is a crossover between what is commonly expressed as international marketing
and global marketing, which is a similar term.
The intersection is the result of the process of internationalization. Many American and
European authors see international marketing as a simple extension of exporting, whereby the
marketing mix 4P's is simply adapted in some way to take into account differences in consumers
and segments. It then follows that global marketing takes a more standardized approach to world
markets and focuses upon sameness, in other words the similarities in consumers and segments.

Four Ps:
Elements of the marketing mix are often referred to as 'the four Ps':

Product - A tangible object or an intangible service that is mass produced or

manufactured on a large scale with a specific volume of units. Intangible
products are often service based like the tourism industry & the hotel
industry or codes-based products like cell phone load and credits. Typical
examples of a mass produced tangible object are the motor car and the
disposable razor. A less obvious but ubiquitous mass produced service is a
computer operating system.
Price The price is the amount a customer pays for the product. It is
determined by a number of factors including market share, competition,
material costs, product identity and the customer's perceived value of the
product. The business may increase or decrease the price of product if other
stores have the same product.

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Place Place represents the location where a product can be purchased. It is

often referred to as the distribution channel. It can include any physical store
as well as virtual stores on the Internet.
Promotion represents all of the communications that a marketer may use in
the marketplace. Promotion has four distinct elements - advertising, public
relations, word of mouth and point of sale. A certain amount of crossover
occurs when promotion uses the four principal elements together, which is
common in film promotion. Advertising covers any communication that is
paid for, from cinema commercials, radio and Internet adverts through print
media and billboards. Public relations are where the communication is not
directly paid for and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word of mouth is any
apparently informal communication about the product by ordinary
individuals, satisfied customers or people specifically engaged to create word
of mouth momentum. Sales staff often plays an important role in word of
mouth and Public Relations (see Product above).

Broadly defined, optimizing the marketing mix is the primary responsibility of marketing.
By offering the product with the right combination of the four Ps marketers can improve their
results and marketing effectiveness. Making small changes in the marketing mix is typically
considered to be a tactical change. Arm Bains says making large changes in any of the four Ps
can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00
would be considered a strategic change in the position of the product. However a change of $130
to $129.99 would be considered a tactical change, potentially related to a promotional offer. The
term 'marketing mix' however, does not imply that the 4P elements represent options. They are
not trade-offs but are fundamental marketing issues that always need to be addressed. They are
the fundamental actions that marketing requires whether determined explicitly or by default.

Extended marketing mix:

There have been attempts to develop an 'extended marketing mix' to better accommodate
specific aspects of marketing. For example, in the 1970s, Nickels and Jolson suggested the
inclusion of packaging. In the 1980s Kotler proposed public opinion and political power and
Booms and Bitner included three additional 'Ps' to accommodate trends towards a service or
knowledge based economy:

People all people who directly or indirectly influence the perceived value of
the product or service, including knowledge workers, employees,
management and consumers.
Process procedures, mechanisms and flow of activities which lead to an
exchange of value.
Physical evidence the direct sensory experience of a product or service that
allows a customer to measure whether he or she has received value.

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Examples might include the way a customer is treated by a staff member, or
the length of time a customer has to wait, or a cover letter from an insurance
company, or the environment in which a product or service is delivered.

Four Cs:

The Four Ps is also being replaced by the Four Cs model, consisting of consumer, cost,
convenience, and communication. The Four Cs model is more consumer-oriented and fits
better in the movement from mass marketing to niche marketing. The product part of the Four Ps
model is replaced by consumer or consumer models, shifting the focus to satisfying the
consumer. Another C replacement for Product is Capability. By defining offerings as individual
capabilities that when combined and focused to a specific industry, creates a custom solution
rather than pigeon-holing a customer into a product. Pricing is replaced by cost, reflecting the
reality of the total cost of ownership. Many factors affect cost, including but not limited to the
customers cost to change or implement the new product or service and the customers cost for not
selecting a competitors capability. Placement is replaced by the convenience function. With the
rise of internet and hybrid models of purchasing, place is no longer relevant. Convenience takes
into account the ease to buy a product, find a product, find information about a product, and
several other considerations. Finally, the promotions feature is replaced by communication.

Four Cs in 7Cs compass model:

This section may need to be vilified to meet Wikipedia's quality standards. Please
help by adding relevant internal links, or by improving the section's layout. (October
2009). This section may be confusing or unclear to readers. Please help clarify the
article; suggestions may be found on the talk page. (October 2009)
An editor has expressed a concern that this section lends undue weight to certain
ideas relative to the section as a whole. Please help to discuss and resolve the
dispute before removing this message. (October 2009). A formal approach to this
customer-focused marketing mix is known as 4C(Commodity, Cost, Channel,
Communication) in 7Cs compass model. This system is basically the four Ps
renamed and reworded to provide a customer focus. The four Cs Model provides a
demand/customer centric version alternative to the well-known four Ps supply side
model (product, price, place, promotion) of marketing management.
o
o

Product Commodity
Price Cost

Place Channel

Promotion Communication

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Pepsi's Global Strategy:

When the "You're in the Pepsi Generation" advertising campaign launched in 1963, it may
have been the first time a brand was marketed primarily with an association to its consumers'
inspirational attitudes. A decidedly youth-oriented strategy, the campaign hoped to hook young
Baby Boomers while they were still young. In 1984 Pepsi launched another long-running
campaign, "The Choice of a New Generation," and in 1997 they debuted the "GeneratioNext"
concept.
The newest campaign slogan, introduced this year, is "More Happy," which definitely
coincides with one concrete example of "more" in the packaging of Pepsi products todaymore
designs. Many more. At least 35 distinct design ideas will grace the packaging of Pepsi's cans
and bottles this year alone, and this design strategy may continue indefinitely.
Though not "generational" in word, the campaign certainly has a youth-oriented feel with
package designs, advertising, and websites that are fun and playful. PepsiCo worked closely
with Peter Arnell and Arnell Group, based in New York City, to devise a comprehensive new
strategy that would connect with Pepsi's core consumers. Arnell reinvented the Pepsi package as
a meaningful and appealing communications tool for the latest generation of youth that are not
overwhelmed by media, music, or digital distractions.

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Experiential packaging:

Arnell Group (a wholly-owned subsidiary of Omnicom Group) is a design and brand

creation firm specializing in experiential design and product innovation, preferring to take
complete branding and packaging projects from first concept to complete market solutions. Peter
Arnell, currently chairman and chief creative officer of Arnell Group, formed the Arnell Group
Innovation Lab in 1999 to place invention and innovation at the forefront in a collaborative
laboratory for corporations interested in designing for next generation products and experiences.
Arnell applied many of his philosophies in the Pepsi project.
"Peter has taken a classic and turned it into a modern, innovative, and relevant marketing and
communications tool," said Ron Coughlin, chief marketing officer, beverages, PepsiCo
International. The new global look launched in February with eight new package designs across
cans and bottles, and the campaign is unfolding in a similar manner overseas. The can designs
roll out one at a time approximately three weeks apart to enhance the anticipation of discovery
and to pique the interest of collectors.
"Product innovation today must be driven by deep consumer meaning and connectivity,"
says Arnell. "It is less about unmet needs and more about giving people what they haven't asked
for but are dying to have. Using design to turn packaging into personal consumer-powered
media helps create the ultimate supportive and inspiring relationship between Pepsi and its youth
audience."
Thinking globally

The Pepsi can designs roll out one at a time, but the two-liter Pepsi bottles will have
three or four designs out at any given time.
Mike Doyle, creative director at Arnell Group, explains that there was a great depth of
exploration and research that was conducted before even beginning to formulate a new Pepsi
packaging strategy. PepsiCo and Arnell Group traveled extensively to emerging markets to find
key consumer product drivers for youth cultures and to learn how the Pepsi brand was perceived
in different countries. They found, somewhat surprisingly, that there were very few differences
around the world in how consumers felt about Pepsi's fun, effervescent brand image.
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"The brand equity is really consistent," says James Miller, marketing director, PepsiCola North America. They also found many consistencies in youth cultures around the world in
how today's youth is preoccupied with newness, discovery, and personalization of their
possessions. Miller describes the design campaign's goal as "sustainable discovery," where the
consumer audience is constantly intrigued and engaged.
Designers at Arnell Group created the dozens of new and vibrant designs with only a
handful of blue and gray shades. Each design tells a story of sorts and each can design has a
unique website address on the side of the can. The first one on the "Your Pepsi" can allows web
users to design a digital billboard that will appear in Times Square, and one coming shortly will
allow users to mix their own music online.
"We redefined packaging as media in the marketplace for Pepsi," says Doyle. "It speaks to
youth in their language." Doyle believes that the designs succeed because they are able to
capture the audience's mind space. "The designs are reflecting back to the culture instead of
talking to the culture or imposing on it."

Reassuringly Pepsi:

Pepsi actually asked their loyal consumers what brand elements would have to remain so that
they would be intuitively reassured that their favorite drinks were not changing and the brand
they trusted was still essentially the same. Their answer was direct and consistent. Pepsi-lovers
needed to see three elements for surethe Pepsi "globe," the iconic Pepsi blue, and the familiar
tilted Pepsi capital letters.
Arnell Group updated the primary logo substantially and cleverly without really redesigning
its key elements. The most recent logo design had the Pepsi wordmark on top of and slightly
overlapping the iconic Pepsi red-white-and-blue "globe." On the previous can design, the word
mark wrapped halfway around the can, and the globe was off-center. The new cans and bottles
have un-bundled the word and globe, making the newly centered globe more of the hero, and the
smaller Pepsi word mark less prominent.
Television ad campaigns are reinforcing the globe-centric approach by featuring a bouldersized Pepsi globe in various settings careening to and fro like a pinball. In the ads and on the
front of most of the new packages is the reassuring tag line: "Same Pepsi inside, new look
outside." Miller explains that it is customary and important to reassure consumers for at least six
months in situations like this. Miller also sees today's youth as demanding authenticity from the
products they come into contact with in their day-to-day experiences. The new Pepsi design
strategy is versatile because it can be authentic and stay current, and it could also make
introducing special seasonal or regional designs more intriguing and less disruptive. "This is a
new way of using packaging as media," explains Miller. "The consumer is looking for more
variety and expecting more from their brands. They want to have a dialogue with their favorite
brands."
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