SM Dr. Kakade Div B

BVDU IMED PUNE LECTURE PLAN Course : MBA Sem IV (Div-B) Subject: STRATEGIC MARKETING By : Dr.M.D.
KAKADE
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Concept of strategy, marketing & evolution of strategic marketing Meaning strategic marketing nature & scope, Business level Strategies Global Marketing Environment micro marketing macro marketing mega marketing vs. morph marketing marketing myopia impact of Globalization on market trends Domestic market-Global Trade- Foreign Trade Economic Reforms 1991 Paradigm shift in marketing changing domestic marketing environment SUPRA System Systems Approach Porter Model Case study : Coke Vs. Pepsi HUL Vs. P & G Ltd Core marketing concepts strategic marketing Vs. marketing strategies Tactical marketing components of strategic marketing Vs. Corporate plan strategic marketing process model Strategic marketing in mass media - e- Business applications ERP, Virtual marketing/Digital marketing tools MarutiUdyog Ltd, Hyundai case study strategic marketing models Marketing strategies STP in manufacturing & service sectors Psychographic Segmentation - positioning strategies concept of marketing mix variables
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Dr.M.D.Kakade, (Professor, Marketing, IMED, Pune)
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Marketing mix MNC Vs. Indian Companies Tata Motors, Nestle, Cadbury case studies Class text Class room presentations. Competitive marketing strategies market leadership strategies ponds India case study TVS Vs. Bajaj Auto case study Market challengers strategies Nirma case study, Hero Motors Gorellia marketing war market followers strategies LIC Vs. Private Players Mercedes Benz, Honda Citi case studies Class room presentations. Class room presentations. Niche marketing strategies Specialty - marketing Hi-tech marketing current trends in Niche marketing process. Marketing strategy formulation process strategic Decisions , SBU & organization structures (Geographical, Project, Matrix etc) Class room presentations. Class room presentations. Marketing planning nature & scope, components process model, limitations Marketing plan Vs. Corporate plan Dabur India, Amway case studies Class text. Strategic marketing in manufacturing Vs. Service sectors Insurance Sector
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Strategic marketing Gujarat Tourism Development Corporation, Karnataka Tourism case studies. Strategic marketing in Air Travel services Air India Indian Airlines, Jet Airways Singapore Airlines. Strategic marketing in Banking sector Private Vs. Nationalized banks. Class presentation Case study role play Marketing quiz Strategic marketing models introduction- applications into practice Ex: IT companies at a glance Ansoff Matrix, BCG Matrix, GE-9-Cell Matrix, Sales Grid Strategic marketing in practice HUL, Colgate Palmolive, Marico Laboratories, CiplaPharma case with reference to BCG Matrix Strategic Marketing environmental Scanning models SWOT (SWOL) or TOWS Matrix, PEST/STEP Analysis, GOTA Significance into practice. SWOT Analysis Reliance Group, MarutiUdyog ltd, Star TV network, Radio- Mirchietc Class text Class presentation Implementation of strategic Marketing plan strategies to evaluate concept of marketing control process model Business Quiz
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Tools of Marketing Control Marketing Audit, Marketing Ratios, Market share-concept, Market share Analysis Revision Dabur (I) Ltd, case presentation.
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EVALUATION CRETERIA Attendance Class Test Field Surveys Desk Research/Lib Assignments Internal Examination REFERENCES: 1. Marketing Management Dr.PhilipKotler 2. Marketing Management Ramaswamy&Nandakumari 3. Brand Positioning - Sena Gupta 4. Fundamentals of Marketing - Stanton 5. Strategic Marketing Xavier 6. Marketing Planning Guide Robert Stevens 7. Marketing Management text and cases Dr. M.D.Kakade 8. MAGAZINES (a) HBR (b) 4Ps (c) Marketology (d) Strategist
BVDSs IMED PUNE LECTURE PLAN By Prof.Dr.M.D.KAKADE
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Faculty, Marketing
Sub: Marketing Management Course:- MBA (IT & General) Sem II By:Dr M.D.KAKADE SESSIONS 1 CONTENTS Evolution of marketing why marketing? Question bank ( 65 questions) Core concepts social marketing Creation of utilities concept Economic Reforms 1991 Post Globalization Era Modern Concept of marketing Consumer delight Vs. satisfaction Case study concept, format. How to solve case study? (Poona coffee House, Baresta Vs. Cafe- coffee day) Marketing Vs. Selling Changing role of marketing manager & Sales Manager Marketing Environmental studies (SWOT Analysis, PEST Analysis & GOTA) Urban Vs. Rural marketing Rural marketing : HUL, P & G, LIC case Discussion.
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Marketing information system concept Applications limitations. Tools in brief Marketing concept Marketing Research Current trends in marketing Hi- tech. Marketing, Symbiotic Marketing, Ethical
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Marketing, Digital Marketing/E Marketing Direct Marketing/Virtual Marketing ERP Model 10 a) b) 11 a) b) a) b) Dot com companies marketing role (E bee. Com. Redif Mail. Com cases) E- business Vs. Traditional business. Anway India Ltd. Direct marketing case study Sony World marketing practices in India Target marketing (STP) concept necessity & Process Marketing segmentation concept, bases for consumer goods, Industrial goods Market segmentation automobile tyres, car marketing, PC, furniture, readymade garments, Health Care, Life Insurance case studies concept of product Positioning. Product positioning strategies Coca cola, Pepsi, Rasna Kelvinator, Videocon DTH, cos : changing marketing practices Marketing plan Nature & Scope Marketing plan components, process Marketing plan Its limitations. Marketing Plan : Tata Motors (Nano, Indica case Studies) Marketing Plan : ITC, Britannia case Strategic marketing practices BCG Matrix, Ansoff matrix Concept of marketing mix (Ps) Panwala as a P of market Marketing mix & product life cycle. Product mix-concept & strategies Branding, packaging strategies
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New product launch competitive marketing Strategies New product launch 20 steps model question to be asked before new product launch product Failures eg, Complan Biscuits, Maggi Soup, Pickles, blue Pepsi etc New Product launch the step towards reality Tatas Nano practices HUL water filter ITC (Sun feast : Biscuits, Noodles etc) Himalaya Health Care products. Price mix : meaning Price decision marketing process Skimming Vs. Penetration pricing (Nirma, Surf, Tide, Rinetc) Pricing of the services Price administration Numerical problems on price cost relationships FOB, CIF pricing Pricing in TITIAN, BATA, MARUTI UDYOG LTD Place mix : Concept Channels of distribution Direct Vs. Indirect Distribution Changing role of wholesalers & retailers
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Physical distribution components Logistics Vs. supply chain management Logistics in Cement (ACC), Asian Paint, Cotton Textiles, Pharmaceuticals, Readymade Garments: Success stories
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CRM e CRM Customer Experience Mgt (CEM) Customer Value Mgt (CVM) CRM In B- schools, Banking Sector Customer bonding & CRM strategies
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Promotion Mix concept Ingredients of promotion mix Advertising : objectives, DAGMAR Approach Social Advertising event marketing.
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Push Pull strategies USP Vs. USB 7MS of Advertising Advertising process
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Advertising & Sales promotion Public relation strategies Advertising current trends : Radio Mirchi, Mural Advertising E Advertising practices
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Advertising & Sales promotion in electronic goods market. Advertising (LG, Nokia, IBM, Dabur success stories)
EVALUATION CRITERIA 1) Attendance: 10 marks 2) Class room : (Objective type ) test 30 marks 3) Field work ( 30 topics given choose any 1 ) 30 marks 4) Class room presentation (Team of 2,20 topics given) 30 marks
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REFERENCE 1) 2) 3) 4) 5) 6) Marketing Management Dr.PhilipKotler Marketing Management Ramaswamy Nanda Kumari Marketing Management Text and cases Dr.M.D.Kakade 4Ps in marketing (AIMS) publications Marketology Case studies: Circulated in class (Soft copies available)
(Dr. M.D.Kakade)
TEACHING METHODOLOGY By Dr.M.D.Kakade Professor Marketing
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Power Point Presentations. Case studies discussions Field work followed by post survey presentation TA.T. Test, Ad- effectiveness studies test (Ad-Analysis) Data Base marketing : Tests Lib assignments ( Book Reviews, Articles Analysis, on line assignments) Marketing Quiz Test series on the basis of question Bank Role plays (sell well, sales talk & sales presentation) Surprise tests/Brain storming Exercises. SWOT Analysis Exercises.
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(Dr.M.D.Kakade)
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BVDUS IMED PUNE QUESTION BANK MBA (G) SEM II/IT-SEM II (By Dr.M.D.KAKADE) SUB: MARKETING MANAGEMENT 1 Modern marketing department is the product of long evolution Discuss How does marketing differ from Selling in its scope & activity? Explain by citing examples What are the approaches to study of Marketing? Which approach do you think is the best? Why? The role of Marketing Manager is wider in scope unique in significance Discuss. Marketing Management is what marketing manager does Discuss with examples. Marketing environment in urban market contrast with that of rural market- Explain fully by citing examples Explain the term Consumer Delight. How is it measured? What is Consumer satisfaction? Is it different from Consumer Delight? Explain fully by citing examples. What are Buying Motives? How are they classified?
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10 What are the factors influencing behavior of a buyer in:
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1) Consumer Market? 2) Industrial market?
11 What is Marketing Mix? State its components. Design Marketing Mix for i) Consumer goods ii) Industrial goods. iii) Service organization, by citing examples 12 Failure of any P of marketing, results into failure of marketing strategies- Justify 13 What is Marketing Strategy? Is it different from Strategic Marketing? Develop step by step marketing strategy process model by citing examples. 14 What is Market Segmentation? Why is it needed? Give examples. 15 Develop i) ii) iii) step by step Target Marketing Process Model for Consumer non durables, Consumer durables, Agricultural goods market.
16 What is Market Segmentation? Is it different from Product positioning and Product differentiation? 17 There exist difference between consumer market segmentation and industrial market segmentation- Do you agree? Justify. 18 What are the bases of Market Segmentation? Suggest market segmentation strategies for 1) Consumer goods, 2) Industrial goods 19 You want to launch a new product. What are the steps you are likely to follow? Explain fully by citing examples. 20 What are the components of Marketing Plan? What are the basic steps
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involved under marketing planning? State its scope & limitations. 21 Corporate planning precedes marketing planning Justify. 22 Marketing planning and Marketing Control are twin sisters of modern marketing Amplify this statement. 23 What is SWOT Analysis? How is it carried out? 24 What is Product life Cycle? What are the stages of Product life Cycle? Explain the relevance of pricing as consumer goods passess through various stages of its life cycle. Give examples. 25 What is marketing information system? State its components. How does marketing information system differ from marketing research, market research field surveys? Give illustrations. 26 What is Marketing Audit? How is it carried out? Give examples. 27 What are the components of Marketing Control? Design Marketing Control Process Model for product of your choice. 28 Consumerism is the result of failure of modern marketing Justify 29 Develop marketing research techniques for marketers of 1) Soft drinks 2) Air Travel Agency, 3) Software consultancy firm. 30 Design a questionnaire to study a) Market potential for mineral water in Rajasthan, b) Consumer perception towards usage of Helmet, c) Smoking habits of College going students, d) Demand estimation survey for Milk & Milk base products market. 31 Design marketing mix strategies for 1) Readymade Garments,
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2) Cosmetics, 3) Life Insurance, 4) Star Hotel. 32 Design marketing plan for Biscuits market with assumptions if any. 33 Design market segmentation strategies for a) Magazine (b) Furniture (c) Bicycles (d) Cosmetics, e) Auto Spares, (f) T.V. Sets. 34 Do SWOT Analysis of Mobile phones market. 35 Design Pricing Strategies for newly introduced i) Shoes (ii) Toothpaste (iii) P.C (iv) Watch, (v) Oil Paints 36 You want to launch a new brand of portable water purifier in the state of Maharashtra. How will you proceed? Give plan with assumptions if any. 37 What might be marketing strategies followed by 1) HindustanUni - Lever Ltd 2) MarutiUdyog Ltd 3) L.I.C 4) I.T. C 5) Philips (I) Ltd? 38 What are the factors that are affecting behavior of a buyer while purchasing 1) 4 store bike (2) PC, (3) Breakfast cereals, (4) Medicines, (5) Car? 39 Design Distribution Network for i) Fertilizers (ii) Cement, (iii) Text books (iv) Oil Paint (v) Liquor 40 Write notes on 1) Integrated Marketing 2) Branding Strategies 3) Brand Equity 4) Consumer Satisfaction Process Cycle 5) Buying motives
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Product Differentiation Strategies Marketing Myopia Market Research Process Test Marketing Primary Data Vs. Secondary data Demand estimation techniques Idea generation Techniques Causes of Product failure Product classifications. Product line Strategies Market Leadership Niche Marketing. Market Challenger, followers Strategies UPS Vs. UBP Mega Marketing. Multilevel Marketing Vs. Network Marketing E-Marketing/Online Marketing Penetration pricing Skimming pricing Psychological pricing Cost plus pricing B.C.G Matrix Multi brand Strategies Characteristics of Industrial goods Marketing of Services Promotion Mix Market Share Analysis Use of Marketing Ratios Types of Marketing Control. Consumer Movement in India. W.T.O Marketing Finance. Overseas Marketing Research Hi-tech Marketing Digital Marketing in India
BVDUs IMED PUNE
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QUESTION BANK MBA (G) SEM IV (By Dr.M.D.KAKADE) Sub : STRATEGIC MARKETING 1 How do the cultural and demographic marco-environmental forces affect the shaping of the operations & performance of an organization in the Indian Market? Illustrate your answer. There exist different between strategic marketing & marketing strategies. Discuss with examples. Marketing environment within the country & outside the country is different Justify by citing examples. Market Analysis is the essence of modern marketing-Do you agree? What is Situational Analysis? How is it carried out? Corporate planning precedes strategic marketing Discuss What is marketing strategy? How is it formulated? Market leader creates market Do you agree? Justify. Compare & contrast the marketing strategies followed by market leader, market challenger & market followers in the world of competitive business.
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10 What makes you market leader? Justify by citing examples. 11 Explain the significance of strategic marketing plan in the world of competitive business.
12 Design strategic marketing plan for consumer market.
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13 Design strategic marketing plan for industrial market. 14 What is Environmental Scanning? How is it carried out? 15 What is situation Audit? How is it carried out? Illustrate your answer. 16 What are the fundamental steps involved under strategic marketing Process? Illustrate your answer. 17 What is marketing mix? How far strategic marketing fits into it? 18 What is mega marketing? Why is it necessary? 19 What is market segmentation? Is it different from product differentiation? Design product differentiation strategies for marketers of i) Consumer durables, ii) Consumer non durables, iii) Agricultural goods, iv) Industrial goods 20 What do you understand by Produce positioning & brand positioning? Design Brand positioning strategies for consumer market by citing examples. 21 What is BCG matrix? Examine the relevance of PLC in BCG matrix. Give examples. 22 What is Niche Marketing? Is it different from followers strategies? Justify. 23 Explain each of the following tools of strategic marketing :1) Ansoff matrix, 2) Marketing objectives, 3) Marketing Audit 24 Design Marketing Audit questionnaire to study impact of marketing mix on market performance of a company in International market.
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25 What is Turnaround Strategy? Why is it so called? Justify. 26 Marketing planning & Control is the essence of modern marketing Justify. 27 You want to launch a new product. How will you proceed? Give your plan. 28 What is Brand Equity? How is it calculated? Explain fully with hypothetical figures. 29 What is product life cycle? Examine the relevance of pricing as product passess through various stages of its life cycle. Give examples. 30 What is Sales Promotion? Outline the role of Sales Promotion in competitive market. 31 Business is Innovative Marketing Comment. 32 What is price mix? Explain each of the following methods of Pricing 1) 2) 3) 4) 5) Penetration pricing , Skimming pricing, F.O B Pricing, Psychological pricing, Cost plus pricing.
33 What is Target Marketing? How is it carried out? Explain fully by citing examples. 34 Design Brand Extension, Strategies for i) Consumer market, ii) Industrial market 35 Design strategic marketing plan for 1) Soft drinks, (2) Instant foods (3) Mineral Water, (4) 4 Stroke
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bike, (5) VCR, VCP & Music system 36 What might be marketing strategies followed by marketers of i) Asian Paints, (ii) Nirma detergents, (iii) Maggi Noodles, (iv) Parker Pen (v) Maruti Car, (vi) Bajaj Scooter 37 Do market situation Analysis for 1) Mobile Phone services, 2) City transport services, 3) Air Travel Agency, 4) Management Institute, 5) Building Construction Company 38 Do SWOT Analysis of a) Soft drinks market, b) Four wheeler market 39 Design Target marketing plan for Ice cream market. 40 Assume each of the following products at maturity stage of its life cycle & design marketing strategies with assumptions if any (1) Fan, (2) Furniture (3) Refrigerator, 41 Assume a hypothetical marketing unit & design marketing control mechanism with justifications. 42 Design Sales promotion campaign for tea powder, cold coffee, fresh juice market.
43 Design Strategic marketing plan for a large scale Direct Marketing Company operating in domestic market. 44 You want to launch Mineral water in Rajasthan. How will you proceed? Give your plan. 45 What might be product positioning, marketing strategies followed by marketers of
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Solapurichaddars, Titan Watch, Ponds cosmetics, Videocon TV, VCR, VCP etc. Usha fan.
46 Write Notes on: 1) Marketing Myopia 2) Niche Marketing 3) Business level strategies 4) SBU 5) Corporate Planning Vs. Strategic Marketing 6) Ansoff Matrix 7) Marketing Planning process 8) Situational Analysis 9) Management Audit 10) Marketing control process 11) Types of Marketing Control 12) Mass Marketing 13) Micro Vs. Macro Marketing 14) Social Marketing 15) GE-Nine Cell Matrix 16) Global Trade Vs. Domestic Trade 17) Rural Market Vs. Urban Market 18) STP 19) Brand Extension Strategies 20) G.O.T.A
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BVDU IMED PUNE LECTURE PLAN Course : MBA Sem IV (Div-B) Subject: STRATEGIC MARKETING By : Dr.M.D.

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BVDSs IMED PUNE LECTURE PLAN By Prof.Dr.M.D.KAKADE

TEACHING METHODOLOGY By Dr.M.D.Kakade Professor Marketing

10 What are the factors influencing behavior of a buyer in:

1) Consumer Market? 2) Industrial market?

BVDUs IMED PUNE

12 Design strategic marketing plan for consumer market.

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