What is the latest news in the field of Marketing Management?

Question

latest development in Marketing Management

Answer 1

Marketing Management Vol.I (Case Study Series)

Overview

Preface

Marketing Management deals with an organization's efforts to identify customer needs and wants and design appropriate products or services to meet these demands. According to Philip Kotler, Marketing Management is "the analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. Thus, marketing management involves managing demand, which in turn involves managing customer relationships."

Therefore, understanding the concepts of marketing management is all about understanding the application of marketing concepts and practices by domestic and global companies, by small and large businesses and in intense and moderately competitive markets. The importance of case studies in understanding Marketing Management emerges from this application of theory.

A case is a tool for applying theoretical concepts to real life business situations. Case studies attempt to simulate learning-by-doing. A case brings to life the various dimensions of a manager's job; it requires the reader to analyze the situations on hand, make decisions wherever required and defend those decisions with logical arguments. According to Harvard Business School, "A case is a partial, historical, clinical, study of the situations faced by practising managers. It is presented in narrative form to encourage students' involvement. It provides data and process essential for the analysis of specific situations, for framing alternate action plans and for their implementation recognizing the complexity and ambiguity of the actual business world."

This volume contains 20 case studies covering a multitude of marketing management concepts. The cases are designed to facilitate the understanding of these concepts and enable the reader to link them with the practical aspects as experienced by the companies involved. All the cases are aimed at fulfilling the following purposes:

Arousing interest in the topic under discussion by involving the reader in the company's problems - Each case begins with the build-up of a situation/problem, which is later examined in detail.

Giving a detailed perspective to work out the alternative solutions to the situation/problem at hand - The background note provides comprehensive information about the situation/problem.

Promoting analytical thinking and a practical approach to problem solving - The main body of the case is a comprehensive write up on the situation/problem and it is presented chronologically. This describes the genesis of the problem, its evolution and the attempts to deal with it. The findings of surveys, comments from industry experts etc. are provided where ever possible.

Bridging the gap between theory and practice - Each case is followed by a set of questions, which are essentially aimed at enabling the reader to link marketing theory to practical situations as mentioned in the case.

A list of additional readings and references is provided at the end of each case to help those readers who wish to go beyond the information presented in the cases.

The cases included in this volume focus on different facets of Marketing Management. The more important aspects are highlighted below. An experienced teacher should be able to introduce more dimensions than what are indicated.

Amul - Diversification Strategy:

Rationale behind Amul's diversification into a new segment.

Pricing strategy.

Reasons why GCMMF did not launch pizzas under the Amul brand name.

Amway - Indian Network Marketing Experience:

The concept of multi-level marketing.

The performance of Amway and other multi-level marketing companies in India.

Baron - Rewriting Indian Consumer Electronic Goods Marketing:

The role of pricing in the Indian consumer electronics market.

Baron's marketing strategies.

Benetton - The Advertisement Campaign story:

Ethics in advertising - the rationale behind using controversial campaigns to gain publicity.

Bisleri - Marketing Strategy:

Marketing strategies adopted by Parle Bisleri Ltd.

Repositioning of the brand.

Advertising strategies used for the repositioning.

BPCL - Petrol Pump Retail Revolution:

The changing petroleum industry scenario.

New marketing initiatives at BPCL.

Transformation of Indian petrol pumps into retail outlets.

Britannia - The Makeover:

Repositioning and diversification efforts at Britannia to transform the company from a `bakery' business to a `food' business.

The concepts of `positioning', `brand clustering' and `price straddling'.

Cielo - A Car in Trouble:

The consequences of not having a strategic marketing focus, and poor pricing and positioning strategies.

Coke-Pepsi - The Cola Wars:

The role of promotion in marketing FMCGs.

Merits and demerits of comparative advertising.

Ethics in advertising.

Frooti - The `Digen Verma' Campaign:

The re-launch strategy adopted by Parle Agro for `Frooti.'

The relevance of positioning to the re-launch strategy.

The pros and cons of teaser campaigns.

Godrej Fairglow - Fairness Wars:

Key features and trends in the market for fairness products.

Brand extensions.

Kellogg's - The Indian Experience:

The importance of a right marketing mix - good product, proper pricing, promotion and distribution.

Changing the marketing mix in response to market feedback.

Maruti - Speedbreakers Galore:

Pricing in the Indian automobile industry.

The rationale behind price reduction to promote sales.

McDonald's - Fast Food Fables:

Localization strategies of fast food MNCs.

Nirma - Marketing Strategy:

How Nirma carved a niche for itself in the highly competitive detergents and toilet soaps market.

Strategies employed by Nirma to counter competition.

Nirma's entry into the premium segment of the toilet soaps and the detergents market.

`Onida Candy'- Marketing Strategy:

The performance of Candy, the 14" colour TV from Mirc Electronics in the market.

The importance of product positioning, product differentiation and pricing.

Pizza Hut - Pizza Wars:

Overview of the pizza market including strategies adopted by Domino's and Pizza Hut to gain marketshare.

Siyaram - The Celebrity Endorsement Story:

The concept of celebrity endorsements and its merits/demerits.

The importance of celebrity endorsements in marketing communication strategy.

Tanishq - The Turnaround Story:

The importance of proper product design and distribution in the Indian branded jewellery segment.

Attaining competitive advantages by enhancing customer satisfaction and using innovative marketing techniques.

Tasty Bite - The Turnaround Story:

The turnaround of a sick company in the ready-to-serve food business.

Tasty Bite Eatable Ltd.'s efforts to revamp the marketing mix in response to market feedback.

It is sincerely hoped that this book on case studies in Marketing Management will be found interesting and useful by teachers and students of Marketing. We welcome suggestions from the readers for further improvements in future.

Answer 2

7 Elements of Good Content Marketing You Don’t Want to Forget.

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