3. COMMUNICATION
MATTERS
• ITS NOT EVERYTHING. ITS
ONE THING!
• BE: COHERENT,
INTERACTIVE, ENGAGING
• DON’T BE: POOR PACING,
WRONG SLIDES, LESS
PREPARATION
4. Presentation Zen
• Importance of spreading ideas
• Importance of simplicity,
restraint, naturalness
• Importance to creativity,
simplicity
13. WHY NOT??
• Need to learn other languages
and law
• Volatile currencies
• Redesign the products
• Political and legal uncertainties
14. Why should we?
• Better opportunities
• Larger customer base
• Reduce dependencies on one
market
• Counterattack global
competitors
• Consumers going abroad
• Government policies
17. Sprinkler approach
Used when first mover
advantage is crucial
and a high degree of
competitive intensity
prevails
Main risk: substantial
resources needed,
planning entry
strategies
26. PROS CONS
Largest exporter of natural
gas,oil, and steel.
Growing middle class and
their salaries
Income $700/million
1. Poor infrastructure
2. Dwindling workforce
34. Indirect and direct exports
Domestic based export
merchants
Domestic based export
agents
Cooperative organisations
Export management
companies
35. Licensing
• Licensor issues a license to a foreign company to use a manufacturing
process, trademark, patent for a fee or royalty.
• Licensee gains production expertise/ well-known brand
39. Foreign Investment
Ultimate goal is direct ownership
1. Secures cost economies through
cheaper raw materials, incentives, etc
2. Strengthens image in host country
because it creates jobs
3. Deepens its relationship with
government, customers,local
suppliers, etc.
4. Retains full control over its investment
5. Firms assures itself itself of access to
the market
40. To what extent should a company adapt its
products and marketing strategies to a country?
70. Idea Generation
• Greatest opportunities——>
Unmet needs
• Demand-first Innovation and
growth (DIG)
• Nokia’s “Club 10”
71.
72. Concept to Strategy
• Positional map
• Rapid Prototyping
• Conjoint analysis
• Business analysis
73.
74. Marketing strategy
Development
• Target market’s size,
structure,behaviour
• Planned price, distribution
strategy, marketing strategy for
1st year
• Long run sales and profit goals
and marketing-mix strategy
76. Product development
• Quality function deployment
(QFD)
• Physical prototypes
• Market testing trial, first repeat,
adoption, and purchase
frequency
• sales-wave research, simulated
test marketing, controlled test
marketing, and test markets
79. New product development
Complete process of bringing a product to the market.
Improved or replacement products and services that maintain
or build sales.
80. • Identify unmet needs
• Research your ideas
• Tax efficient ways to support innovation
81. Managing new ideas
• Interact with others
• Interacting with employees
• Studying competitors
• Adopting creative techniques
• Use idea screening
83. A new idea should be protected with
Intellectual Property Rights (IPR)
84. • Adoption: an individual’s decision to become a regular
user of a product and is followed by the consumer-
loyalty process.
Steps:
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. adoption
85. Factors affecting
• Readiness to try new
products and personal
influence
• Characteristics of the
innovation
• Organisation’s
readiness to adopt
innovations
101. “..behind a 700% rise
in sales of Dove
creams in the
first half of the year
“…within a
month sales of
the Dove range
of firming
creams had doubled.”
“…surpassed $1 billion mark in 2004 global
sales… expected to gain between $60 million and
$70 million in lotion sales..”
Results..
107. Strengths Weakness
• Unconventional
• Effectiveness of advertising
• Emotional touch
• Contradictory
• Women featured were
comparatively thin
ThreatsOpportunity
• Male customers
• Continuous
Innovation
• Risk for being called a brand for
“fat” girls
• Marketing Risk
• Undermining the aspirations
of women
112. Connect campaign to Dove Products
Move away from issues and focus more on products: Make
Dove Self-esteem Fund separate from Dove products
Keep real people and customers involved: Take advantage of
online buzz with separate websites for products and funds.
Connect women to specific products:
“How does Dove make you feel beautiful?”
113. Problem:
Lost control of the
campaign. The
message overpowers
the brand
Solution
Real women,
Real Beauty
Campaign to
focus on how
Dove products
help women
achieve beauty
116. Mountain Man Beer
Company
• Legacy brew with a strong
brand
• Premium segment market
leader in West Virginia for
almost 5o years
• Known as West Virginia’s Beer
• Family owned business
• Core customers: Blue collar
working men
117. High brand equity in premium segment
2% decline in revenue
4% growth in light beer segment due to youth preference
118. Possess 74% market share
of the overall brewing
market
84% market share in the
light beer market
Rely heavily on broadcasting market
as well as product diversification
COMPETITORS
119. 1,56,20,253 42%
85,53,948 23%
33,47,197 9%
46,48,885 12.5%
5,57,866 1.5%
44,62,929 12%
3,71,91,077 100%
Anheuser-Busch
Miller
TOTAL
Imports
Craft/Speciality
brewers
2nd tier
Premium
Coors
East Central Region
120. Market Research
• Authenticity, quality, and a
unique West Virginia
“toughness”- core attributes
• Grassroots marketing is more
effective
• Brand loyalty :53%
122. Introduce light beer under
Mountain Man
Cons
• Product cannibalisation
• Brand erosion
• Loss of core customers
Pros
• Increase in revenue
• Low advertisement costs
• Cater untapped market
123. High advertising costs
Have to build a strong brand
revenue
Untapped markets
Introduce under a different brand name
ConsPros
124. Costs
• SG&A: $900,000 annually
• Advertising: $750,000 for 6
month advertising
• Variable cost: $66.93/barrel
• Variable cost of Light beer:
$66.93+ $4.69 = $71.62
• Market price of new light
barrel: $97/barrel
125. Revenue
• Market price: $97/barrel
• Revenue: $97- $71.62 =
$25.38
• Total Investment: $1.65 million
• Break even volume: 65,012
barrels
126. Risks attached
• Can get lost in the sea of new
product introductions by big
companies
• Overly Optimistic
• Advertising not aggressive
enough
127. Analysis after math
• Mountain Man Light Beer is expected to cover all
its investment costs and become profitable past
2007
• Uplift brand value and equity
128. Takeaways from this internship:
• Improved presentation skills
• Better understanding of marketing
• Fantastic case analyses
• Opportunity to work with eminent
faculty
