INDIAN SCHOOL OF BUSINESS

MARKETING MANAGEMENT
Academic Year & Term: 2019-20 Term: 1

Instructor: Siddharth S Singh (Sessions 1-5),

Affiliation: Indian School of Business Office Hours: By appointment

Email: ISB id: Siddharth_Singh@isb.edu

Instructor: Rajdeep Grewal (Sessions 6-10)

Affiliation: Kenan-Flagler Business School, University of Office Hours: By appointment

North Carolina
Email: ISB id: Rajdeep_grewal@isb.edu
Home School id: grewalr@unc.edu

INTRODUCTION

This course addresses the management challenge of designing and implementing the best combination
of marketing actions to carry out a firm’s strategy in its markets. Specifically, this course seeks to
develop your skills in applying the analytic perspectives, decision tools, and concepts of marketing to
the following decisions. The course comprises of two mutually integrated modules:

1. Marketing planning: Segmentation, targeting and positioning (assessing market

potential, analyzing customer behavior, focusing resources on specific customer
populations and against specific competitors).

2. Elements of marketing programs: Product offering (including branding, the breadth of

product line, features, quality level, and customer service), pricing (capturing the value
created for the customer), distribution channels (the role of distributors, retailers, and
other intermediaries), and marketing communications (developing an effective balance of
advertising, sales promotion, and personal selling).

OBJECTIVES

Your basic objective is to develop your own understanding and management skills in this critical
aspect of management. Our primary objective is to stimulate and guide this process. To achieve
these joint objectives, the course will use lectures and case discussions to help you:

1. Appreciate the value of marketing concepts when they are used as guides for understanding
management problems and developing comprehensive marketing programs;

2. Develop a disciplined approach to the analysis of marketing situations;

3. Expand your decision making skills by requiring you to make and defend marketing decisions
in the context of realistic problem situations with incomplete information;

4. Make connections between marketing and other functional areas of business;

5. Understand the role of marketing in global business strategies;

6. Appreciate how the elements of successful marketing programs fit together.

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LEARNING GOALS
The course will focus on the following learning goals:

Critical and Integrative Thinking

Each student should be able to identify key issues in a business setting, develop a perspective that is
supported with relevant information and integrative thinking, to draw and assess conclusions.

Assessment: Examination, Group write-ups of cases, and Class Participation

Interpersonal Awareness and Working in Teams

Each student shall demonstrate an ability to work effectively in a team, exhibiting behavior that
reflects an understanding of the importance of individual roles and tasks, and the ability to manage
conflict and compromise, so that team goals are achieved.

Assessment: Unilever Brazil and Giant Consumer products group case write-ups

Ethical Responsibility

Each student shall be able to identify ethical issues, understand the impact of a particular issue on
various stakeholders, recognize the rights and responsibilities of the stakeholders, and systematically
analyze the pros and cons of any decision related to the ethical issue.

Assessment: Discussion of the case— Marketing Antidepressants: Prozac and Paxil. Each student has
to think about the ethical issues, if any, and how to address them.

Awareness of Global Issues Affecting Business

Each student shall be able to identify key relevant global factors, and be able to analyze the impact of
the global environment on business issues, as compared with domestic factors.

Assessment: Discussion of the case – Evaluating Unilever Brazil’s approach against that of Indian
firms during class discussion.

COURSE MATERIALS

Required Textbook: Managing Marketing: An Applied Approach; Authors: Noel Capon,

Siddharth Shekhar Singh ; ISBN 13 : 9788126548514 ;ISBN 10 : 8126548517

Recommended Readings: Kotler, Philip, Kevin Lane Keller, Abraham Koshy, and Mithileswar Jha
(2007): Marketing Management: A South Asian Perspective, (Thirteenth edition), Prentice-Hall /
Pearson.

GRADING

The weighting of the inputs for the final course grade is:

Class Participation 10%

Case Write-up – Marketing Antidepressants: Prozac and Paxil (Groups: Course work Code 4N) 25%
Case Exercises – Sessions 7-9 (Groups: Course work Code 4N) 25%
Final Exam (individual)(Course work code 2N-a) 40%

100%

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Final Exam

The final exam will consist of a number of short-answer/brief essay questions. You will need to
conduct quantitative analysis discussed in the course. The questions will explore how well you
can extend the lessons learned both in class to real world management decision environments.
The final exam will also be case based, the details of which will follow. Do note that in
addition to case related questions the exams will contain questions from issues covered in class.

Group Case Exercises

There will be group case exercises that are to be done in class or as homework depending
on time. These exercises will be based on The Deli, Virgin, and Atlantic cases. More details on
these exercises will be given in class.

SCHEDULE

Session Session Topics Reading/Case

Required Reading:
1) Customer Value Propositions in Business
Course Introduction and the Markets
Session 1
role of Marketing in the firm 2) Note on Low Tech Marketing Maths
Recommended Reading:
Capon & Singh: Chapters 1 & 4

Required Reading:
1) Analyzing Consumer Perceptions
Session 2 Strategic Marketing: STP
Recommended Reading:
Capon & Singh: Chapters 7,8 & 9

Required Reading:
Session 3 Strategic Marketing: STP 1) Marketing Antidepressants: Prozac and
Paxil

Required Reading:
1) Rosewood Hotels and Resorts: Branding to
Customer Analysis: Customer
Increase Customer Profitability and
Session 4 Decision Making, and
Lifetime Value
Customer Lifetime Value
Recommended Reading:
Capon & Singh: Chapter 2

Required Reading:
Building and Managing 1) Lenovo: Building a Global Brand
Session 5
Brands Recommended Reading:
Capon & Singh: Chapter 11

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 Required Reading:
1) Frameworks and Models for Customer-
Based Strategy
Customer-Based Strategy and 2) GE Lullaby
Session 6
Product Management 3) The Deli that Did – Assignment Given (due
Session 8)
Recommended Reading:
Capon & Singh: Chapters 12, 13, & 14

Required Reading:
1) Virgin Mobile USA: Pricing for the Very
Session 7 Pricing: Consumer Markets First Time
Recommended Reading:
Capon & Singh: Chapters 19 & 20

Required Reading:
1) Atlantic Computer: A Bundle of Pricing
Options
2) Attribute Importance & Performance for
Session 8 Pricing: Business Markets
Customer-Based Strategy
3) The Deli that Did Assignment Due
Recommended Reading:
Capon & Singh: Chapters 19 & 20

Required Reading:
1) The Deli that Did
2) Developing and Executing a Customer-
Delivering Value and
Session 9 Based Strategy
Marketing Channels
3) Virgin Mobile Assignment Due
Recommended Reading:
Capon & Singh: Chapter 18

Required Reading:
1) Tanishq: Positioning to Capture the Indian
Customer-Based
Women’s Heart
Session 10 Communications and
2) Atlantic Computer Assignment Due
Execution
Recommended Reading:
Capon & Singh: Chapter 15 & 16

Guidelines for Case Write-ups

Policy on the use of outside sources of information: Course work Code 4N

Do not use any outside sources of information when preparing for case discussions or producing
written case analyses. Outside sources of information include the library, the mass media, the
Internet, and any people outside of your learning team. Cases are designed to be self-contained
sources of information about specific business situations. Using outside information creates two
problems. First, certain information may be deliberately left out or disguised. Obtaining this
information not only will not help, it may actually confuse or misguide you in your analyses.
Second, this course uses a combination of ―classic‖ and more recent cases. The analyses that can
be done for the classic cases are widely available from a variety of sources (including students from
previous years). These classic cases are retained because of their proven success as teaching tools,
but all of the learning is in discovering for yourself how to apply the concepts covered in lectures

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and readings. If you use other sources, you are cheating yourself as well as other students.

Case: Marketing Antidepressants: Prozac and Paxil. This case is a group assignment.

1. Prozac and Paxil are two of the best-selling mental health drugs in the history of
pharmaceuticals. However, in 2001, the market landscape for antidepressants is about to
shift. The patent on Prozac is about to expire, and both Lilly and Glaxo must decide how
to respond to the generic SSRIs that are about to crash the market. The assignment
requires the discussion of:

• What was the value proposition of the early antidepressants (the MAOIs and the tricyclics)?
Was the value proposition of Prozac similar to these early antidepressants, or different? How
was the value proposition of Paxil differentiated from that of Prozac?
• Why did the early antidepressants (the MAOIs and tricyclics) fail to achieve widespread
acceptance in the market? What factors accounted for the success of Prozac? What
factors accounted for the success of Paxil?
• What are the different ways that Lilly and SmithKline Beecham/GlaxoSmithKline (SKB/GSK)
have captured value from their respective drugs? Have these companies done a good job
of maximizing their product’s revenue potential?
• In anticipation of Prozac coming off patent, Lilly has adopted a multi-pronged strategy. What do
you think of the various elements of this strategy? In general, should the company scale back on
marketing Prozac, or should it ramp up its Prozac marketing efforts in anticipation of generic
competition? What should GSK’s marketing strategy be for Paxil, now that Prozac is coming off
patent? Should it be similar to, or different from, Lilly’s strategy?

Case Write-up: This case is a group assignment. Please work in groups of 5 and submit your
group assignment (10 pages all inclusive, single spaced, 12 point font) at the beginning of the
third session.

COURSE SCHEDULE

Session 1: Course Introduction and the role of Marketing in the firm

This class introduces the role of marketing in the firm and focuses on the notion of value and the
difference between a product focus and a customer focus. Readings and discussion lay the
foundation for marketing strategy and analytics.

Reading Assignment:
1 ) Customer Value Propositions in Business Markets
2 ) Note on Low Tech Marketing Maths
3 ) Capon & Singh: Chapters 1 & 4

Session 2: Strategic Marketing: STP

We discuss segmentation, targeting and positioning strategy in this session. The single most
important aspect of marketing strategy involves defining the product offerings’ positioning.
This session will introduce the students to concepts and practices of segmentation, targeting
and positioning.

Reading Assignment:
1) Analyzing Consumer Perceptions.
2) Capon & Singh: Chapters 7, 8 & 9.

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Session 3: Strategic Marketing: STP

Reading Assignment:
1) Marketing Antidepressants: Prozac and Paxil.

Case Discussion: Marketing Antidepressants: Prozac and Paxil

This session focuses on marketing strategy and covers Segmenting, Targeting, and Positioning in
the context of the pharmaceutical industry.

Assignment Questions:

1) What was the value proposition of the early antidepressants (the MAOIs and the tricyclics)?
Was the value proposition of Prozac similar to these early antidepressants, or different? How was
the value proposition of Paxil differentiated from that of Prozac?
2) Why did the early antidepressants (the MAOIs and tricyclics) fail to achieve widespread
acceptance in the market? What factors accounted for the success of Prozac? What factors
accounted for the success of Paxil?
3) Case Exhibit 10 consists of a self-test for Social Anxiety Disorder. Take a look at the
questions onthis test and come up with a prediction for what an average individual of average
mental health would score on tis test. (Possible scores range from 0 to 68).
4) What are the different ways that Lilly and SmithKline Beecham/GlaxoSmithKline
(SKB/GSK) have captured value from their respective drugs? Have these companies done a good
job of maximizing their product’s revenue potential?
5) In anticipation of Prozac coming off patent, Lilly has adopted a multi-pronged strategy. What
do you think of the various elements of this strategy? In general, should the company scale back
on marketing Prozac, or should it ramp up its Prozac marketing efforts in anticipation of generic
competition? What should GSK’s marketing strategy be for Paxil, now that Prozac is coming off
patent? Should it be similar to, or different from, Lilly’s strategy?

Session 4: Customer Analysis: Customer Decision Making and Customer Lifetime Value

This session explores customer-centric marketing in more detail, including approaches to market
analysis and customer lifetime value (CLV), arguably the most important concept in marketing
today.

Reading Assignment:
1) Rosewood Hotels and Resorts: Branding to Increase Customer Profitability
and Lifetime Value.
2) Capon & Singh: Chapter 2.

Case Discussion: Rosewood Hotels and Resorts: Branding to Increase Customer Profitability
and Lifetime Value
Some of the concepts learned in class are applied in the context of this case.

Session 5: Building and Managing Brands

Reading Assignment:
1) Lenovo: Building a Global Brand.
2) Capon & Singh: Chapter 11.

Case Discussion: Lenovo: Building a Global Brand

This session addresses issues related to branding through the case.

Assignment Questions:

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 1) Why did IBM want to sell its PC business? Why did IBM sell to Lenovo?
2) What explains Lenovo’s success prior to the acquisition?
3) What challenges did Lenovo face after the acquisition?
4) How should Lenovo handle the brand management challenges associated with the
acquisition?
5) In trying to become a global brand, does Lenovo have a problem coming from China?

Session 6: Customer-Based Strategy and Product Management

At the core of marketing implementation are the 4 Ps/Vs. This session would focus on the first of
these, i.e., product, i.e., customer value creation. We will discuss issues that relate to new product
management, product policy, and product portfolios.

Reading Assignment:
1) GE Lullaby: India (C-CUBES).
2) The Deli that Did (C-CUBES) – Home Work Discussion (Due Session 8)
3) Frameworks and Models for Customer-Based Strategy (C-CUBES)
4) Capon & Singh: Chapters 12, 13, & 14

Case Discussion: GE Lullaby: India

GE Lullaby: India case helps us understand the importance of adapting product offerings to
market conditions. While preparing the case, try to answer the following questions:

1) How is the healthcare market in India evolving? What factors are likely to determine
the success of firms in this market?
2) What was GE’s entry strategy in India? Why was this strategy not effective?
3) How did GE finally succeed in India? How can GE leverage this strategy?
4) Does the market size in India justify the size of GE’s manufacturing facility? Please
explain.

Session 7: Pricing: Consumer Markets

In this session we will address the following issues: How do consumers process and evaluate
prices? How should a firm set prices for new and existing products? How should a firm adapt
prices for varying market circumstances? What is the role of competitors’ prices?

Reading Assignment:
1) Virgin Mobile USA: Pricing for the Very First Time (HBS 9-504-028).
2) Capon & Singh: Chapters 19 & 20

Case Discussion: Virgin Mobile USA: Pricing for the Very First

Time Focus on the following questions for case analysis:

Given Virgin Mobile’s target market (14 to 24 year olds), how should it structure its pricing? The
case lays out three pricing options. Which option would you choose and why? In designing your
pricing plan, be as specific as possible with respect to various elements under consideration (e.g.,
contracts, the size of subsidies, hidden fees, average per minute charge, etc.).

1) How confident are you that the plan you designed will be profitable? Provide evidence
of financial viability of your pricing strategy.
2) The cellular industry is notorious for high customer dissatisfaction. Despite the existence
of service contracts, the big carriers churn roughly 24% of customers each year. What is the
source of all this dissatisfaction? How has the various pricing variables (contracts, pricing

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buckets, hidden fees, off-peak hours, etc.) affected consumer experience? Why haven’t the
big carriers responded more aggressively to customer dissatisfaction?
3) How do major carriers make money in the industry? Is there a financial logic underlying
their pricing approach?
4) What do you think of Virgin Mobile’s value propositions (the VirginXtras etc)? What do
you think of its channel and merchandising strategy?
5) Do you agree with Virgin Mobile’s target market selection? What are the risks associated
with targeting this segment? Why have major segments been slow to target this segment?

Session 8: Pricing: Business Markets

In business markets products are sold based on value calculations carried out at the level of
individual customers. We explore these value calculations as well as role of salesreps as value
merchants.

Reading
Assignment:
1) Atlantic Computer: A Bundle of Pricing Options (HBS 2078).
2) Attribute Importance & Performance for Customer Based Strategies (C-CUBES)
3) Capon & Singh: Chapters 19 & 20.

Case Discussion: Atlantic Computer: A Bundle of Pricing

Options Focus on the following questions for case analysis:

1) What price should Jowers charge DayTraderJournal.com for the Atlantic Bundle (i.e.,
Tronn Servers plus PESA software tools)?
2) There are four ways to price Tronn – explore the advantages and disadvantages of each approach.

Session 9: Value Delivery and Marketing Channels

In this session we will address the following issues: What is a marketing channel system and
value network? What work do marketing channels perform? What are the issues involved in
managing channels?

Reading
Assignment:
1) The Deli that Did
2) Developing and Executing a Customer-Based Strategy (C-CUBES)
3) Capon & Singh: Chapter 18

Session 10: Customer-Based Communication and Execution

In this session we will address the following issues: What is the role of marketing
communication? What are the major steps in developing effective communications? What
is communication mix and how should it be set? How does marketing connect with other
business areas to ensure effective execution?

Reading
Assignment:
1) Tanishq: Positioning to Capture the Indian Women’s Heart (HBS 9-507-025).
2) Capon & Singh: Chapter 15 & 16.

Case Discussion: Tanishq: Positioning to Capture the Indian Women’s

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 Heart Focus on the following questions for case analysis:

1) Trace the evolution of the Tanishq’s positioning from 1995 to 2006. Write down
Tanishq’s positioning statement specifically in 1995/96 and the periods between 1998 to
2001, and 2001 to 2003. How smooth has the transition been over time? Which of the
positioning were sustainable, if any? What is Tanishq’s current positioning? Assess the
fit of this positioning with the target segments’ needs.
2) What are the similarities and differences between the ―jewelry as investment and
jewelry as adornment market segments? How does that influence marketing strategy?
Analyze the consumer research findings in Exhibits 14a, b, c and Appendices A, B,
and C. How do you think the firm’s approach to understanding consumer behavior has
changed over time? How did this affect the brand positioning over time?
3) Evaluate the rationale underlying the GoldPlus offering? Is GoldPlus sustainable or
can it be easily replicated? Which of the two brands (Tanishq or GoldPlus) would you
position to go after the plain gold wedding jewelry market in India’s smaller cities and
rural locations? Why?

Coding scheme for ALL course work

What kinds of collaborative activities are allowed?

What material can be referred to?[1]

References/Codin g Can I discuss general Can I discuss specific Can I refer to Can I refer to the
Scheme concepts and ideas relevant issues associated with external case-study solutions
to the assignment with the assignment with material?[2] or problem set
others? others? solutions?

4N N N N N
3N- a Y N N N
3N-b N N Y N
2N-a Y Y N N
2N-b Y N Y N
2N-c N N Y Y
1N Y Y Y N
0N Y Y Y Y

As a general rule:

Students are responsible for submitting original work that reflects their own effort and interpretation. Remember
that any submission should be your own work and should not be copied in part or verbatim from any other source
whether external or internal.
An honour code violation is an honour code violation. A violation under coding scheme 0N is not less severe
than others. A 0N coding scheme submission is judged against a 0N coding scheme,
and a 4N coding scheme submission is judged against a 4N coding scheme; therefore,
any honour code violation is equally severe irrespective of the coding scheme of the
submission.
Students can discuss cases and assignments with the course instructor and the Academic Associate for the
course.
Required and recommended textbooks for the course and the course pack can be used to answer any individual
or group assignment.
Although not all submissions may be subject to academic plagiarism checker (e.g. turn-it-in), in retrospect, if the
Honour Code committee feels the need, any of the previous submissions of an individual or a group can be
subjected to turn-it-in or any other academic plagiarism checker technology.
When in doubt, the student should contact the instructor for clarifications.

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 Please refer to the following link for Coding scheme for all course
work:http://atrium:14825/Programmes/PGP/ASA/StudentManual/ISB-
HonourCode/Pages/CodingschemeforALLcoursework.aspx

Evaluation and Grading Policy

Course Name Marketing Management
Professor Name Prof. Siddharth Singh and Prof. Rajdeep Grewal
Academic Associate(s):

Marks will be released within days of Soft Copy Submissions

Grading Components
submission (Please Tick) (Please Tick)
Individual Assignments 3 5_x Y N
Group Assignments 3 5 7 x Y N
Quiz 3 5_x Y N
Term Report 5 7 10_x Y N
Other 5 7 10 Y N
After L5 and L10 x
CP
Only after L10

*All changes to course outline/submission deadlines/class schedule/grading to be posted on LMS.

*We request that all marks are revealed by first Wednesday of the next term.
*All grading timelines to be communicated to the students by end of Lecture 1.
*All components (except CP) revaluation policies will be similar to end term exam revaluation policies.
*AA can inform ASA about any extra venue requirement 1 working day in advance

Please refer to the ISB attendance policy at Atrium:-

http://atrium:14825/Programmes/PGP/ASA/StudentManual/Programme-
Administration/Pages/Attendance-Seating.aspx

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