Marketing Strategy

2011 Question Paper

Gaurav Yadnik
Ajinkya Sanap
Shruti Patil
Tej Thakur

Q 1 Case Study

Marketing strategy for manager of

colgate
1.The key objective of the brand is to defend and
grow its market share rather than expand the
market
2. Colgate can maintain customer by launching
new products in the market at low cost so that
customer can buy it.

3.The place to make a product should be avilable

at right time and right place

What role has colgate played in dental

care
Colgate in this market has played role of
educating kids importance of oral care and
spread awarness in rural and urban class
To make people aware of the oral hygiene and
build bond between consumer and dental
expert

Distribution Options

Q2. Process of creating a competitive advantage

in marketing a health drink?Explain using
suitable example?

1. Think out of competitive box : Do somrthing

different which can gain competitive
advantage over others
Eg- Horlicks introduced itself as Family
nourisher for entire family when the
competitors focused on health drinks
targeting only children

2. New ways of getting into market:

Eg-Horlicks entered the rural markets before
its competitors
Also it targeted women health and nourisher for
toddlers age 2-5 by launch of Juniour horlicks
3. Evolving brand positioning:
It is necessary to change the brand image with
the changing needs of consumers
Eg-Horlicks evolved itself as Family nourisher
and came into different flavours which gave it
image of tasty faamily nourisher

4. Understand and manage key relationship:

It is necessary to build relation with customers
as well as retailors
EgHorlicks came up with Horlicks Wizkid talent
hunt competition which helped to to associate
and build relation with customers
It also organises various health seminars to
create awareness about womens health

Q.3 What is STPD?How is it helpful in devising an effective

strategy?Explain with the help of hair care industry.
Segmentation:
Grouping people within groups which are homogenous within and
heterogeneous between groups
Division of groups with similar needs
Focus on Customer needs rather than geography, demographics etc
Eg Variants of types of products to be launchedas per needs of
customers
1.Dry Hair
2.Oily hair
3.Damaged hair
Can also be divided into segment who want hair care product for
nourishment of hair or smooth or shiny hair
Divide according to needs of users

 Targeting:
Identify groups of customers who are willing
to purchase specific goods or service
Some target mass market while some target
niche market who prefer exclusive goods
Eg Sunsilk shampoo targets market for soft,silky
smooth and shiny hair

 Positioning and Differentiation:

Process of designing product features that deliver
on desired consumers benefit
Position is platform for an brand
It fixes the locus of product features in minds of
target consumer
Differentiation is the key to gain competitive
advantage .it differentiates the brands image in
minds of customers
Eg-In hair care shampoos differentiate on the
special ingredient having specific advanntage to
customers

Q4. What is new product strategy?Why is it very important to develop new

product category?Discribe the different types of new product.

New Product Strategy

Definition: A set of operations which relate to: Product
improvement. Product imitation. Product innovation.
Objectives: To meet new needs and to sustain competitive
pressures .
Expected Results: a. Increased market share and profitability.

New Product Development Process

Importance to develop new product

strategy
Customer needs change frequently
To transform market opportunity into product
available for sale.
Most industry leaders see new product
development as a proactive process.
reduce risk and increase confidence in the
pricing and marketing decisions to be made.

Types of new product

Q.5 What are different approaches to pricing in

competitive market scenario? Describe with examples.

Cost Plus Pricing

Competition-based pricing
Value based pricing

Cost Plus Pricing

Competition-Based Strategy

Value-Based Pricing

Q.5 Explain the 5 steps used in GE matrix for analyzing market attractiveness
vis--vis business strengh of an organization.

Dimensions