1 / 13

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

tilly
Télécharger la présentation

Comprehensive exam review

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related