Download - 401 workshop 3 28th feb-1
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PNG Institute of Banking and Business Management
Unit 401
Sweta Sud
Chifley Adjunct Fellow
Marketing Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
In this Unit..
Week 1
• First workshop
• 31st Jan, Friday
Week 2
• Read the Study guide
• Read the book – Fee Refund
Week 3
• 2nd workshop
• 14th Feb, Friday
Week 4
• Do the assignment
• Due on 24th Feb
Week 5
• 3rd workshop
• 28 Feb, Friday
Week 6
• Exam on 6th March – return 7th March
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PNG Institute of Banking and Business Management
Today’s Agenda
08:30 to 10:00
•Marketing by Numbers-Appendix2
•Morning tea@10:00
10:15 to 12:30
•Feedback on Assignments
•Lunch @ 12:30pm
1:30 to 2:30
•Delivering Value, APSP (Chap 12,13,14,15,16,17)
•Evening Tea@ 2:30pm
2:45 to 4:00
•Competitive Advantage(Chap 18,19,20)
•Preparation for Exam
•Enrollments to the next unit
Unit-401, Workshop1, 31st Jan 2014
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PNG Institute of Banking and Business Management
Sample assignment
file://localhost/Users/swetasud/Documents/Director/MBA /Sweta - Faculty/401 Marketing/SAMPLE ASSIGNMENT .docx
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PNG Institute of Banking and Business Management
Good Points
Case Study and Analysis
• Case facts
• Additional Data or reference
• Analysis by the use of marketing tools
• Present your analysis well
• Marketing Strategy recommendations
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PNG Institute of Banking and Business Management
Principles of MarketingChapter 12 to 18
Delivering Value
Delivering Value
Marketing Channels Managing Retailing, Wholesaling
Communicating Value Advertising, Sales Promotions,
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
Value Add Vs. Cost of CHANNELS
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
{ Commercial Break }
This time is for real…
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PNG Institute of Banking and Business Management
Communication Mix
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Communication Platforms
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PNG Institute of Banking and Business Management
Communication Steps
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Communication Forecast
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Communication Stages
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Communication Comparisions
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Advertising Mix
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Media Mix
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Promotion Mix
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Trade Promotion Mix
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Sales Force Mix
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PR Mix
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PNG Institute of Banking and Business Management
{ Commercial Break }
This time is for real…
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PNG Institute of Banking and Business Management
Principles of MarketingChapter 2
OK, We’re back. Again.
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PNG Institute of Banking and Business Management
It is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices.
What is Competitive advantage..?
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PNG Institute of Banking and Business Management
Analyzing Competitors
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Cost leadership Advantage
Differentiation Advantage.
Focus on Few Market.
Customer Intimacy.
Product Leadership.
Strategies On Competitive Advantage
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PNG Institute of Banking and Business Management
The cost Advantage is that the Firm competities theother Firms in the industryby lowering the price of theProduct.
Eg; Discounts.
Cost Advantage .
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PNG Institute of Banking and Business Management
In this the company concentrates on creating a highly differentiated product line and marketing program so that it comes accross as the CLASS LEADER in the industry.Eg:Mercedes Benz.
Differntiation Advantage .
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PNG Institute of Banking and Business Management
Here the company focuses its effort on serving a fewmarket segments well raether than going afterwhole market.Eg; Hohner owns a stunning 85% of Harmonica(music) Market.
Focus on Few Market .
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Its the company targets the customers precisely, and provides products and services exactly the needs of the customers.
Eg:Raymonds Suitings.
Customer intimacy .
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PNG Institute of Banking and Business Management
The company provides superior value by offering a continous stream of leading-edge products orservices.It aims to make its own and competiting productsobsolete.Eg:Bajaj(pulsar 150-180-200-220).
Product Leadership .
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PNG Institute of Banking and Business Management
Competencies are the human capabilities andwork -related behaviours that provide acompetitive advantage to an organisation.
What is Competency...? .
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Types in Competency
Information and understanding needed to fulfill the responsibilities
Acquired ability or experience needed to fulfill the responsibilities
Way of thinking or behaving needed to fulfill the responsibilities
Natural ability that prepares the person to fulfill the responsibilitiesAptitudes
Attitudes
Skills
Knowledge
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PNG Institute of Banking and Business Management
COMPETENCY CLUSTERS .
Business Knowledge
Proactivity
Collaboration
Customer Focus
Leadership
Innovation
Conceptual Thinking
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PNG Institute of Banking and Business Management
Understands the Industry.
Financial decision making.
Knowledge of company products.
Overview of business.
Business knowledge .
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PNG Institute of Banking and Business Management
Anticipates and forecasts customer requirements.
Defines quality standards for customer service.
Develops partnership with the customer.
Enhances long term relationship with customer.
Creates new solutions to meet customer needs.
Customer Focus .
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Seizing opportunities as they arise.
Handling crises swiftly and effectively.
Exceeding the bounds of one’s formal authority.
Proactivity .
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PNG Institute of Banking and Business Management
Leadership .
Sets out clear standards and goals
Motivates others to achieve and maintain high standards
Works to reach consensus and agreement wherever possible.
Welcomes constructive criticism.
Identifies and shares success stories.
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Adapts and applies different new approaches to situations
Modifies standard approaches for more effective outcomes
Develops original approaches to non-routine situations
Encourages innovation and creativity in others , supports new ideas
Innovation .
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PNG Institute of Banking and Business Management
Builds effectively team within a function/ country.
Encourages and supports colleagues to achieve goals.
Develops information-sharing networks.
Creates team effectiveness using people skills.
Collaboration .
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PNG Institute of Banking and Business Management
Develops concepts/ patterns perceived in a set of facts.
Rapidly identifies key issues/ actions in a complex situation.
Seeing connections or patterns.
Using vigorous, original analogies or metaphors.
Conceptual Thinking .
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PNG Institute of Banking and Business Management
Competative Advantage is that makes a firm towithstand in the market for a longrun. Competitiveadvantage is achieved only when the company has the effective competency.
Conclusion
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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PNG Institute of Banking and Business Management
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