marketing strategy (1)final

8/3/2019 Marketing Strategy (1)Final

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MARKETING STRATEGYMARKETING STRATEGY

AND COMPETETIVEAND COMPETETIVEANALYSISANALYSIS

GROUP 7 PRESENTS MARICO, EMAMI, GODREJ, P&GGROUP 7 PRESENTS MARICO, EMAMI, GODREJ, P&GWITH SPECIAL TO SEGMENTATION &WITH SPECIAL TO SEGMENTATION & POSITIONINGPOSITIONING

MEMBERS:MEMBERS:

AMRITA SINGHAMRITA SINGH

NASARAIAH BHEEMANASARAIAH BHEEMA

NATASHA AGARWALNATASHA AGARWAL

RIPU RANJANRIPU RANJAN

VIDIT AGARWALVIDIT AGARWAL

Under the guidance Of Dr. R.VENKATESHUnder the guidance Of Dr. R.VENKATESH


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MARKET SEGMENTATIONMARKET SEGMENTATION

Grouping people according to their similarity related to a

particular product category

With a large country

Many different types of people

- it is too difficult to create a product that will satisfy everybody,

that is why we focus on a segment of the total market.


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CHARACTERISTICSCHARACTERISTICS

age

gender

geographic location

income

spending patterns

cultural background

demographics

marital status

education

languagemobility


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4 commonly used bases for Segmentation

1. Descriptive

geographic location

demographic

2. Behavioural psychographic

benefits


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Geographic location - based upon where people live

(historically a popular way of dividing markets)

Demographic - based upon age, gender and income level

(very often used)

Psychographic / lifestyles - based on peoples opinions,interests, lifestyles

eg, people who like hard rock music probably prefer beer to

wine

Benefits - based on the different expectation that customershave about what a product/service can do for them

eg. People who want to but lite food cause ti will help them

lose weight


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MARKET POSITIONINGMARKET POSITIONING

D

eveloping a marketing program in such a way that the productis perceived to be very different from competitors products

eg. Wendys square hamburgers

eg. Taco Bell


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POSITIONING BASESPOSITIONING BASES

ATTRIBUTES

PRICE AND QUALITY

USE OR APPLICATION

PRODUCT USER

PRODUCT CLASS

COMPETITOR

EMOTION


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MARICOMARICO

Established in 1988 today ranked 10th best marketer.

Currently headed by Nikhil Khattau this fmcg majorevery month sells ,over 70 million packs which reach

approximately 130 million consumers.

It has a reach of about 23 million households through awidespread distribution network of more than 2.5 Million

outlets.

It is the most awarded FMCG brand in India.


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PRODUCTS OF MARICOPRODUCTS OF MARICO

The major products of Oils ( coconut and hair), Post wash

hair care, Anti lice treatment, Premium refined edible oils,

Niche fabric care and Kaya Skin Clinics.

Parachute is a leading hair oil product of Marico and so is

Saffola in the premium refined edible oil.

Marico uses UNCOMMON SENSE an unique initiative tomake itself different.


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MARICOS STPMARICOS STP

Parachute the leading brand of Marico has created a placefor itself because of its consistency with its quality andinnovative new packaging.

Saffola is a market heavyweight because of its advertising,

product upgradation . It has brought various campaignstargeting consumer health.

Revive a product of Marico which created a market wherenone existed in the field of starch has targeted its major

competitor the traditional starch and womens likes anddislikes with starch.

Kaya its entrepreneurial leap of faith has become asensation in the line of skin care and other related products

that it is considered a pioneer in the field.


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The steps that Marico took with regards to its

products led to the following results with relation

to its STP :-1. Maricos innovative and constantly changing advertising

campaigns led to it being clearly defined as to the segment that its

products were targeting.

2. Maricos Parachute is the market leader in the hair oil category

straightaway stating how strong Marico has been with its targetingand positioning of its products.

3. Marico is so good a company that it was the one to introduce a

new segment that of starch with Revive and has till date kept it the

number 1 brand with constant innovations.

4. Saffola though not a cheap product for the masses yet Marico was

smart enough to launch initiatives at every step to make it more

attractive to target the middle class.


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EMAMI LTDEMAMI LTD

Emami Group- Established in 1974

Emami Limited has over 30 brands under its portfolio.

Emami Limited is engaged in manufacturing and marketing ofhealth, beauty and personal care products that are based entirelyon ayurvedic formulation.

The Company's subsidiaries include Emami UK Limited, EmamiBangladesh Limited and Emami International FZE

MajorIndustry:Drugs,Cosmetics & Health Care Sub Industry:Cosmetics & Toiletries


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PRODUCTS OF EMAMIPRODUCTS OF EMAMI

Major products includes Navratna Oil, Boroplus Antiseptic Cream,

Fair and Handsome, Navratna Cool Talc, Sona Chandi

Chyawanprash, Zandu Balm, Himani Fast Relief, Emami Healthy &

Fair, Emami Malai Kesar Cold Cream.

Marketing: Providing Pharma marketing inputs to build brand visibility

and Critical Success Factors awareness

Sales: Significantly increasing distribution coverage and penetrationby ramping up sales force numbers. Ensuring adequate sales and

product training for field force

Channels: Focusing on incremental sales from alternate channels

like state governments, PSUs and institutions


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MARKET SEGMENTATIONMARKET SEGMENTATION

AND POSITIONINGAND POSITIONING

Emami has successfully established its brands through strong celebrityendorsements. It is the only corporate entity in the country to have both

Amitabh Bachchan and Shah Rukh Khan as brand endorsers for the

same brand, Navratna cool oil.

It uses heart share especially to target customers linked to these

celebrities. Emami has also launched a range of baby products under the brand

name Emami Healthy and Fair baby range which includes a soap, talc

and oil to capture the baby care products segment.

Rated as one of the most trusted brands by ORG Marg led to it being

positioned as a brand of power .

Focus: Product innovation, product differentiation, cost control and

maintaining excellent product quality

Team comprises qualified Ayurvedacharyas and specialized Ayurveda

scientists; advisory panel comprising top Ayurvedic experts.


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PROCTER & GAMBLEPROCTER & GAMBLE P&G Home Products Limited is one of India's fastest growing Fast

Moving Consumer Goods Companies that has in its portfolio P&G'sglobal brands such as Ariel and Tide in the Fabric Care segment, and inthe Hair Care segment: Head & Shoulders - world's largest selling anti-dandruff shampoo; Pantene - world's No. 1 beauty shampoo; andRejoice - Asia's No. 1 shampoo.

P&G Home Products Limited is a 100% subsidiary of The Procter &Gamble Company, USA, that in India, has carved a reputation fordelivering superior quality, value-added products to meet the needs ofconsumers.

This company has a wide variety of products aimed at many different

consumer aspects. P&G markets many types of products ranging fromCover Girl and Max Factor makeup to Pantene shampoo to laundrydetergents such as Tide. P&Gs motto is more than 300 brands youknow and trust (Procter & Gamble, 2001). These products are aimedat certain types of consumers. The following areas show that Procter &Gamble have more than one target market.


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DEMOGRAPHIC SEGMENTATIONDEMOGRAPHIC SEGMENTATION

The market segment depends on certain areas such as age,family, education, income level, and ethnicity (Czinkota,M.R., et al, 2000). Procter & Gambles products, in one wayor another, pertain to every member of the typical middle-class nuclear family consisting of a mother, father, children,and pets.

An example of this is the laundry detergent, Tide. On thehomepage for Tide, there is a picture of a family. One of thelinks that you can click on for more information is entitledNeighbor-to Neighbor. Within this link, the detergent is

described as the foundation of the tide community (Tide,2000). This portrays an image of the neighborhood childrenplaying together and the mothers sharing laundry remedies.


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BENEFITSBENEFITS--SOUGHTSOUGHTSEGMENTATIONSEGMENTATION

Another product that P&G markets is Crest toothpaste. This wouldbe an example of benefits-sought segmentation because thereare many different types of Crest available. Crest offersMulticare, Tarter Protection, Baking Soda and PeroxideWhitening, and Kids Cavity Protection to name a few of itsspecialized product. All of these different types of Crest offer

many different benefits for the consumer.

SITUATION SEGMENTATIONSITUATION SEGMENTATIONP&G products also appeal to the person who is in a hurry and on

the going the morning. One of their products is Folgers Coffee

Singles. These singles actually brew right in your cup. Thisagain could be marketed to a mother who is trying to get readyfor work and at the same time getting the children off to school ontime.


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BEHAVIOR OR USAGE SEGMENTATIONBEHAVIOR OR USAGE SEGMENTATIONThis type of segmentation describes a loyalty toward a product,

how often a product is used. Procter & Gamble has had Crisco

vegetable shortening since 1911. This product has been

around for almost 100 years and has been in kitchens across

the United States.


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GODREJ CONSUMERGODREJ CONSUMER

PRODUCTS LIMITEDPRODUCTS LIMITED

In 1897,Ardeshir Godrej gave up law and turned to lock making.

The first company in the world to develop the technology to

manufactur soap with vegetable oil.

Godrej Consumer Products Limited (GCPL) is engaged in

manufacturing toilet soaps and, hair color, liquid detergents and

other toiletries

Godrej Consumer Products (GCPL) is a leader among India'sFast Moving Consumer Goods companies, with Personal and

Home Care Products. Our brands, which include Cinthol, No. 1,

Expert and Ezee, among others, are household names across

the country.


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PRODUCTS OF GCPLPRODUCTS OF GCPL

The major products of consist of mainlythree segments.

1. Toilet soaps - Cinthol , Godrej fairglow, Godrej no.1

2. Hair color - Godrej renew and Godrej colorsoft

3. Liquid detergent - Ezee

4. Toiletries - Godrej shaving cream , Cinthol talc

5. Household insecticides Hit and Good knight


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GODREJ STABLEGODREJ STABLE

MARKET POSITIONMARKET POSITION

Blue market shareof soaps in India

Red is market share

of hair colour

Green is forhouseholdinsecticides


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MARKET SEGMENTATIONMARKET SEGMENTATION1. Very much like Marico Godrej has also

created a new segment for itself with the introduction ofEzee (liquid detergent) in which it is a market leader.

2. Godrej has made a stronghold for itself in the household insecticidessegment where its products Hit and Good Knight have a name forthemselves because of excessive advertising and effective productshave been their mainstay.

3. Godrej has targeted and to some extent successfully achieved theobjective of gaining a stronghold in the toilet soap segment though itsdifferent soaps belong to different categories.

In short one can define Godrej in the words of Adi Godrej

We are focused on growing our core business segments of household and haircare inorganically, through acquisition of strong local businesses in developingand emerging markets.We shall leverage our strengths and successfulperformance in India in these segments to enhance shareholder value .


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marketing strategy (1)final

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