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Comprehensive exam review

Comprehensive exam review. BM635 : current issues in MKT Comprehensive exam. Current issues in MKT. Agenda Case study MKT Theories Exam . Case study. Narrative exam Structure the exam Example of RESONA SOKEN . Key take out: Resona. Info: Market size : 2400 Mio baht

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Comprehensive exam review

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  1. Comprehensive exam review BM635 : current issues in MKT Comprehensive exam

  2. Current issues in MKT • Agenda • Case study • MKT Theories • Exam

  3. Case study • Narrative exam • Structure the exam • Example of • RESONA • SOKEN

  4. Key take out: Resona • Info: Market size : 2400 Mio baht • Info:First time “ Men” market • Info:Gross market share up to 16% • Info:Men grooming market grew 9% • Info:Resona is a Global brand • Info:Nevia market leader with 35% share • Issues: Brand positioning : Resona/Exe • info: “Stick” is key focus segment • Insight : Men have twice sweating more than women • Info:Resona Men launched in other countries • Info: Key message: product efficiency เพื่อการปกป้อง • Info: Resona is a mutibrand in global position • Segment: 30% Smell is the first creteria for brand selection: ( AXE ) • Segment: 20%Protection is the second creteria ( Resona ) • Segment: 40% Whitening is led by NEVIA. • Insight: consumer only 50% using deodorant

  5. Key issues: Resona • Execution:Resona introduce product in First time “ Men” market • Brand: Consumer perception: Resona is brand for women. • Brand: Difference of Brand positioning : Resona/Exe • Segmentation: How to grow “Stick” segment , how big is this segment • Marketing message: product efficiency เพื่อการปกป้อง • Insight: consumer only 50% using deodorant • How to grow the category

  6. Marketing strategies • Branding/Product ( ATL communication) • Packaging/color of packaging • Black/Gray color • Advertising/communication ( marketing message ) • Benefit of product “ twice protection for men only”.. • Men media • Fragrant • Men Fragrant • Consumer experience ( BTL communication ) • Where are men ?? • Product sampling ( 50% using deodorant ) • Where is the rest of consumer never try the product • Event marketing: • Other theories !!

  7. Case study • Apply marketing theory • Theory • Example of • RESONA • SOKEN

  8. Key take out: Aconetic • Shop in shop: “ The Inpiration life “ at Siam paragon • Aim: Perception : Local brand to life style brand • Info: Pressure from price competition: china/Local brand • Info: key player : Soken/ Family in this segment • Info: Service center 2 branches at Rama II, Bangna • Strategy : Experiences of product to consumers • Corporate shop: Boutique Digital at Panthip ngamwongwan • Channel conflict : ???????? • Shop in shop: uplife brand image of Aconetic ? • Channel info: 300 dealers only 100 working • Partner classification: Exclusive/ gold members • Marketing program: CRM, consumer promotion ie premium • Marketing initiative : Emotional marketing • Move to low to mid to… Mid to high segment • Pricing: 10-15% lower pricing • Focus value pricing > branding pricing

  9. Key issues: Aconetic • Brand: Consumer perception : Local brand to life style brand • Execution: Is shop in shop is enough to uplift brand image • Concept: Experiential /Emotional marketing : how Aconetic applies. • Channel :How to grow channel partner from 100 to 300 dealers • Segment : Mid to high segment • Pricing: 10-15% lower pricing is this help brand image • Positioning

  10. Marketing strategies • Channel : shop in shop / boutique • Experiential marketing • Uplift Brand image • Innovation: Technology ..no 1 in…… • Pricing strategy. Reduce pricing gap with competitor • The proper Advertising/Communication is powerful • Promotion: can ruins brand image if it is too heavy on pricing

  11. Other related marketing • 4Ps , 5Cs

  12. Key take out : 0 calories • 30000 Mio LY xxx • 0 calories : 400 Mio 2 % contribution • Growth : 30 % rate /year • Strategy: new favor is a key driven • PEPSI: Latte/Twist / Blue/Ice • Consumer trend: Health • Fact: consumers switch to other beverage • Target group: men : women : 60:40 • Product benefit : not enough product benefit • Men perception: beverages for women !! • Consumer perception taste: No delicious • PEPSI: COKE • First launch • COKE: launch : COKE DIET ( taste not accepted PEPSI is market leader

  13. Marketing issues: COKE ZERO • Brand differentiation: COKE/ PEPSI • Brand portfolio : Diet / Zero • COKE/ COKE ZERO ( 98:2) ---- (70:30 ) • Brand perception: Men / • How to accept 0 calories: Favor • Product taste !! Consumer acceptance • Protect market share • Differentiate PEPSI MAXX from ZERO • Gain market share • Grow 0% category • Brand communication • Strong message : product benefit • 4Ps • PRODUCT • POSITIONING • BRANDING • CONSUMER

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