1)Target mkts:- Multiplexes comprise of abt 900 out of total 12000 cinema theatres in
India. ie abt 7% are Multiplexes but generate 75% of the revenue.Categorization of movies shown in multiplexes according to viewers.(Multiplexes Vs Stand Alone theatres).
2)Facebook introducing their new email service:Targetting employed by Facebook community.Market Penetration: How they will encourage existing facebook users accustomed to usage of other email service providers like gmail,hotmail,yahoomail to use their new email service?
Target Markets future prediction:-
Cities Population
Tier-I >50 lacs.(The Metros:Delhi,Mumbai,Chennai,Kolkata,Blore,Hyderabad)
Tier-II 10 to 50 lacs.(Pune,Ahmedabad,Surat,Coimbatore,Nagpur etc)
Tier-III 5 to 10 lacs.(Indore,Bhopal,Nashik,Raipur etc)
Looking at the above figures its being believed that Tier-II & Tier-III cities are the target mkts which are going to drive products in next decade for which mkt share & revenue has to increase.
*Relation between SEC grid and Targetting:-
SEC has an imp role to play in targetting of consumers.
Urban areas:- includes study of variables like Education and Occupation
Rural areas:-includes study of Education & type of houses of consumers-Kaccha or Pakka house.
Overall analysis of SEC tells us that Education & Occupation are the most vital dimensions on which target mkt is decided.(Here CWE ie Chief Wage Earner is to be considered).
Companies found it after research that there are many variations & final grid has education & occupation as imp factors.
About 6 lacs villages and 5200 cities are there in India,SEC grid accounts for each detail under study.
Eg:Parle & its fake/counterfeit brands like Perle etc.
BCG Matrix:-
Question Marks: Low mkt share & high growth potential.Eg-Karbonn,Micromax,Lava.
The telecom market inspite of the 2G fiasco expects lot of potential growth.A lot of strategical framework is to be used here.
Cash Cow:Nokia(Low growth rate but high mkt share).
Flank Attack-Ambush Mktg eg-HUL(Dove) Vs P&G(Pantene).
Theatres Migrating towards 2 screen: Cineplexes in tier-II cities.
Defensive Strategy:-
Nokia cant adopt it in a cluttered mkt like India,same goes for Maggi.
Defensive Strategy is the biggest Mktg Myopia in a cluttered mkt like India.(Myopia-Shortsightedness)
*Shoppers Stop:Started as a retail venture in 1991 it suffered tremendous loss in 2007-08.They have redefined their strategy with opting for the most appropriate location depending upon the catchement area and cathcment profiling.
*Subhiksha: They expanded their business by entering into new regions without analysing their customers, started new stores total of 2000 from the previous 1000 figure.Result-Failure of the business.
*Hypermarket:They took 3 years to start another store in other place by studing the variables like Location,no. of outlets,overheads,rental charges included under redifing the retail strategy.
*Education Sector:- Maharashtra is the only developed state with no IIM.PEST analysis reveal the effects like brain drain.
*FMCG: Coke Vs Pepsico(Political issues during 1980).
*Pharma Sector: Paras Pharma, Patel coming up with new product Veni,because of family issues.
Cash Cow eg:- Motorola,Pagers(Why I am Here?) low mkt growth and high mkt share.
Bajaj Scooter as cash cow but doing very well in bikes after switching their strategy from umbrella branding to 1 to 1 branding. Earlier Bajaj was associated with the name of the moped like Bajaj Chetak,Bajaj Super etc but now they have changed the branding differently like Pulsar.
*Dogs:-Low mkt share and low growth rate.
If growth rate increses there can be diagonal shift from dogs to stars.
eg: Dying fish(Political issue involved)
Fabric mkt-texture knowledge not sufficient for quality assurance of the fabric.
other eg: Casettes,Radio,Walkmans,Watches,Electric Bulbs.
