The discussion took off with examples of multiplexes in India( which are 900 in number out 12000 theaters but contribute a revenue of 75 % from these theatres) and also the example of facebook coming up with its email address i.e @facebook.com. These pointed out towards the "target marketing " and also emphasised that not only sustainability and measurablility but also insights to the target marketing are necessary.
The SEC grid was discussed with the emphasis on the various dimensions in it as well as the importance of each one.
BCG matrix:
Where a company in the question mark zone would try and move into the star by using a marketing strategy (which generally could be attack) . An example give was micromax.The companies in the star zone are the ones which have to have a clear understanding of the industry , example for this was MAGGIE . The companies in the cash cow zone try to go into the star . If the related product segment grow and the company can diversify itself , this may or may not work for certain companies . Which was exemplified by Amul which was able to capture the growing markets of related products of milk and there are VCR , National which were unable to do so. The Dog is the one which has low relative market share as well as low growth rate. It aims to reach star zone which is known as the "diagonal approach ".
Our facilitator expects each one us to be in position to give atleast 20 examples for each zone and also to refer the marketing white book by business world ( which is available in the library).
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