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Marketing Management (MNG 615)

M Mgt. Term 1 of Spring Semester (Jan-Feb 2017)


Course Instructor: Prof Dinesh Sharma
Office Tel: 2576 7763
Email: dineshsharma@iitb.ac.in
SJM School of Management, Indian Institute of Technology Bombay
Course Objective:
This second course in marketing builds upon the basic concepts learnt in first course and extends to
implementation issues and decision- making. The emphasis is on building managerial decision
making frameworks.
Pedagogy: The pedagogy includes primarily case based discussions apart from class exercises and
simulation.
Text Book & References:
Philip Kotler Kevin Lane Keller (latest edition) Marketing Management, Pearson education India
Orville C Walker,John Mullins, Harper W Boyd, Jr. and Jean-Claude Larreche, Marketing Strategy : A
Strategic Decision-Making Approach, Tata McGraw-Hill, edition (5th Ed., 2006.)
Roger A. Kerin, Vijay Mahajan, P. Rajan Varadarajan Contemporary Perspectives on Strategic
Market Planning. Publisher: Allyn & Bacon, 1990
Roger Kerin and Robert Peterson, Strategic Marketing Problems: Cases and Comments, Prentice
Hall Inc., 10th Ed., 2004.
David W. Cravens and Nigel Piercy, Strategic Marketing, 8th Edition, McGraw-Hill, Ed., 2005.
Evaluation:
Individual evaluation
Quiz:
15%
Class Participation:
End term:
Case presentation Submissions

15%
30%
10 %

Group Evaluation
Project
Presentations:

10%

20%

Important Guidelines:
1. Group formation: Each group will be of 5/6 students. (Max Groups in the class: 10 )
2. Pre-read the text chapters, cases and readings, assigned for the session.
3. Quiz: Quiz can be surprise (on the text chapters assigned for the session) or announced.
4. Case presentation Submission: Pre-read the Case assigned for the session, discuss in the group
and prepare solution answers to the case questions., The case answers should be mailed to me by 11
pm on Monday night (Group wise) for the Tuesday class, on Tuesday night for Wed class and on
Thursday night for Fridays class.
1

5. Presentation of Articles/Readings:
Each group have to make 10 minutes presentation of assigned reading .The list of readings is given at
the end of this manual. Readings can be accessed from Harvard Business Review from IIT Bombay elibrary:
http://web.a.ebscohost.com/ehost/command/detail?sid=ee3faa56-cf95-410f-a70e6e821fbb12ae%40sessionmgr4002&vid=5&hid=4209&bdata=JnNpdGU9ZWhvc3QtbGl2
ZQ%3d%3d#jid=HBR&db=bth
Expectations from Students:
o Please, please, please read all the cases and readings assigned with the session. Class participation
means making relevant comments and asking relevant questions.
o Be punctual: so take care of breakfast, bus timings etc. Keep appropriate margins.
o Mobiles must be kept in silent mode and shouldnt be seen (for any reason what so ever) during
the class. In case there is a deviation to this and one is caught checking mobile in the class, there will
be a fine which will be collected by CR and that will become a part of a donation to a NGO at the
end of the session).
o Presentations to be uploaded on class computer via pen drive.
Guidelines for the Group Project:
Group Project: The course project is an analysis of the marketing strategy of a company of your
choice. It consists of two parts. Your group will be required to make and submit the presentation.
Part One:
o Current situation analysis of the company (use of frameworks like SWOT, PESTLE & Competition
analysis);
o Marketing Organisation structure (includes sales & service)
o Company's Current product portfolio, pricing & define Market, segments and target segments.
o Other elements of company's Current marketing mix (Promotion & Place/ Distribution).
Part Two: Marketing Strategy of a New Product:
Your group has to recommend to the company about launching a New Product in the market. You
are required to suggest Marketing Strategy for the same. This should include
o Market, Competition, STP analysis, Product Decisions (Product Type, Product Line, Brand Name),
Pricing strategy, Promotion strategy (Includes advertising strategy, sales promotion etc), Distribution
strategy. You need to do the project based on both secondary and primary data from the company.
Secondary Data will be available from library, E-library resources, Internet etc
Primary Data you need to interview
o Marketing/Brand Manager/Sales Manager(s) of the company (1-2 at least)
o Retailer, Distributor(s) of the company (3-5 at least, if any)
o Customer(s) of the company (5-10 )
o Industry experts(1-2)
Project Presentation: Power point presentation only

Important timelines for the project:


Group formation & Identification of Company by 6th Jan, 2017
Interim Progress report on 24th Jan, 2017
Final submission, Presentation on 3rd Feb 2017

SESSION PLAN
Session 1-2: Marketing basics: Customer value & Customer Centricity
Pre read Text Chapters: 1 & 2
Case (1): Rhino Almirah ; Case (2) Microfridge,
Session 3-4: Market Research & Demand Forecasting:
Pre read Text Chapters: 3 , Cases: Tru-earth , Big Data Analysis for research insights.
Economic Analysis Exercise
Session 5: Branding Strategy: Brand Equity, Brand Positioning & Repositioning Pre Readings: 9, 10
Case: Rin in Pakistan
Session 6-7: Services Marketing Pre Readings: Text: Chapter 12 Cases: Polyphonic HMI: Mixing
Music and Math
Session 8: Business to Business Marketing, Personal Selling & Negotiation Pre Readings Chapter 6,
Chapter 18
Session 9 -10: Marketing Communication Traditional & modern Social media & Relationship
marketing
Pre Readings Text Chapters: 17-19 & Chapter 4
Case BBVA Compass: Marketing Resource Allocation
Session 11-12: Value delivery & customer centricity issues
Case: Clique pens: The Writing Implements Division of U.S. Home
Session 13-14: Project Presentations

Articles for Presentation in the class: (Session wise -group wise)


Session 1. No presentation
Session 2. Group 1, When Marketing Is Strategy, Niraj Dawar, Publication Date Dec 01, 2013
Session 3. Group 2 , An Anthropologist Walks into a Bar...Christian Madsbjerg; Mikkel Rasmussen,
Publication Date Mar 01, 2014
Session 4. Group 3, Choosing the Right Customer, Robert L. Simons, Publication Date Mar 01, 2014
Session 5. Group 4, A Better Way to Map Brand Strategy, Niraj Dawar; Charan Bagga Publication
Date Jun 01, 2015
Session 6. Group 5, Unlocking the Wealth in Rural Markets, Mamta Kapur; Sanjay Dawar; Vineet R.
Ahuja, Publication Date Jun 01, 2014
Session 7. Group 6, Customer Value Propositions in Business Markets, James C. Anderson; James A.
Narus; Wouter Van Rossum, Publication Date Mar 01, 2006
Session 8. No presentation
Session 9. Group 7 Unlock the Mysteries of Your Customer Relationships, Jill Avery; Susan Fournier;
John Wittenbraker, Publication Date Jul 01, 2014
Session 10. Group 8 Entifying your brand among Twitter-using millenials Hemant C Sashittal; Monica
Hodis; Rajendran Sriramachandramurthy
Session 11. Group 9, How to Win in an Omnichannel World, David R. Bell; Santiago Gallino; Antonio
Moreno, Publication Date Oct 01, 2014
Session 12, group 10, Making "Freemium" Work, Vineet Kumar Publication Date May 01, 2014

Case Questions
Rhino Almirah
1. In your opinion, what mistakes Mr Basu committed that led to the current state of affairs. He tried
many elements of marketingadvertisement, promotion etc., but could not succeed why?
2. If Mr Basu hires YOU as consultant, what marketing strategy will you suggest to Mr Basu now?
Micro fridge: The Concept
1. What needs does MicroFridge meet? What value does it create? For whom? Write a sentence, a
user benefit statement, that sums up succinctly the essence of what Bennett is offering, and
makes it clear who is his target market.
2. How should Bennett price it to capture a share of that value for himself?
3. How should he communicate with his customers?
4. How should he reach to the customers? (Channels of distribution).
5. What are the options: Could he sell direct through a sales force, and/or through distributors
and/or retailers? How should he share revenue with the channel?
6. Could such a plan stand up to competition?
TruEarth Healthy Foods: Market Research for a New Product Introduction (You can use C5.1: Excel
Spreadsheet: TruEarth Healthy Foods- soft copy in course pack)
1. Why was Cucina Fresca pasta successful? How would you compare the pizza opportunity to that
for pasta? How would you compare the actual product development process for each?
2. Using the forecast model for pasta shown in Exhibit 5, what is your forecast of the demand for
pizza?
3. What can the TruEarth team learn from Exhibit 6 about how consumers view pizza?
4. How do the pizza concept test results (Exhibits 7 and 8) compare with the findings for pasta
(Exhibits 3 and 4)?
5. Is there a first-mover advantage in pizza similar to fresh pasta?
6. How do you interpret the findings in Exhibits 9 and 10 to evaluate interest in pizza?
7. Would you launch the pizza?
RIN Detergent: To Position or Reposition
1. Evaluate Levers marketing planning and implementation regarding RIN from 1984 through 1988.
What would you have done?
2. Identify and evaluate the alternatives available to Mr. Mustafa. What would you do? Why?
Polyphonic HMI: Mixing Music and Math
1. If you were McCready, the CEO of polyphonic, which target market-unsigned artists, producers or
record companies-would you pursue?
2. How would you serve this target market? What is a suitable marketing plan? Specifically. What
positioning do you choose? What considerations underlie your pricing decisions? And how do you
plan to approach the selling process?
3. What value does hit song science create? Specifically, to what extent does a hit song science
increase the expected revenue and profitability of albums and songs by new and established artists?

4. What are potential benefits and drawbacks of hit songs science for each player in the music
industry? Who stands to gain or lose from this technology? How does that impact your plan?
5. What are the ideal customers for Polyphonic? Is giving away free trials a good way to stimulate
adoption among these customers? What does it take to satisfy customers who try HSS?
BBVA Compass: Marketing Resource Allocation
1. What is the role of offline and online advertising in acquiring checking account for the bank
2. In 2010, the bank allocated $1.22 million or 21% of the total ad budget to online advertising for
acquiring checking account customers(see tables B and C) while allocating the rest of the budget to
offline marketing efforts for this account. However, only 5% of the new checking account customers
came from the online channels. While offline branches accounted for 80% of the new checking
accounts (page3). Is the 2010 advertising budget allocation between offline and online media
appropriate?
3. Why did BBVA sign multiyear sponsorship deals with NBA and ESPN? Do you agree with these
decisions? 4. What are the various steps in the online acquisition process and how can the bank
improve this process?
5. What is the effective acquisitions cost and lifetime value of customers acquired through the online
channels?
6. Why is the bank spending money across various display ad network? Which ad network is working
better than others and would you change the budget allocation among them?
Clique pens: The Writing Implements Division of U.S. Home
1. Should Clique be more concerned with retailer needs (requirements) or consumer needs? What
factors drive this decision?
2. If Clique were to fully implement MDF oriented to consumers, how should Ferguson go about
obtaining retailer support? What kind of competitive response should be expected?
3. How should Ferguson manage the pull/push conflict between the marketing department (Chen)
and the sales department (McMillan)?

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