Monday, October 4, 2010

An example of SEC grid in another blog. Let's try and collaborate the two blogs and help each other to grow

http://twistinthetail.blogspot.com/2006/04/marketing-sec-grid-urban.html

Radio taxi analysis... Kindly add to it to elaborate the discussion


The radio taxi business is taking off in a big way in India, with several private operators investing large sums in setting up call centres, acquiring a feet of new cars, incorporating latest gadgets in their vehicles and hiring trained drivers.

Demand for radio cabs is soaring in the metros and large cities as companies, executives, international tourists and affluent Indians opt for travelling in well maintained and modern taxis. They do not mind paying a slightly higher fare to travel in the comfort of air-conditioned taxis.

The radio cabs business has emerged as one of the fastest growing businesses in the Indian transportation sector. In the past, passengers at airports, railway stations and bus terminals, or those wanting transport at odd hours of the day had to depend on unreliable public taxis, often having to pay much more than the stipulated rates. 


In recent years, many companies, especially in the iformation technology and ITeS (information technology enabled services) sectors, have hired a feet of cars to transport employees from their homes to the work place and back. But those travelling to airports and railway stations – both on work and vacation – had to depend on unreliable public taxis.

A few entrepreneurs had started the radio cab business in cities such as Delhi and Bangalore about eight years ago, but the service did not catch on. It was only about two years ago, when a handful of operators entered the scene, that the business gained momentum. Today, nearly a dozen operators run effcient radio cab services in cities such as Delhi, Banga- lore, Mumbai, Chandigarh, Hyderabad and Pune. They operate under brands such as Meru, Megacabs, Easycabs and Metro Cabs.

Many state governments are encour- aging radio cab services by issuing permits for feet operators, as they believe that effcient transport services are essen- tial in a modern economy with a fast emerging market. At a time when the government is attracting international and domestic investors, offering them a slew of incentives, or promoting tourism.

Please update your details in the spreadsheet for which the link is given below

Please note that there are three tabs in the sheet given below, you need to choose the third tab - 'individual details'----------------------------------------------------


https://spreadsheets.google.com/ccc?key=0AusgXY7rHaBLdEw5ODJTV0lqMnZleE9SLWl3bm1qTmc&hl=en#gid=1



Thanks for your co operation in advance

10 people have still not given their Gmail Ids, please do it

Given below is the list of students who have given their gmail ids to me; the count is 52. Still 10 people are pending, so I kindly request those 10 to provide their mail ids in the excel kept under the following path. You need to update your mail ids so that you can be added as moderators.

PS: If your name appears in the list below then you need not do this exercise :)

https://spreadsheets.google.com/ccc?key=0AusgXY7rHaBLdEw5ODJTV0lqMnZleE9SLWl3bm1qTmc&hl=en#gid=0

Gaurav sharma    gauravandgaurav@gmail.com
SATISH KUMAR REDDY    satishkumar.matli@gmail.com
DIVYA SHREE R.C    divzsree@gmail.com
Soundarya    soundarya4u@gmail.com
Gaurav Gupta    gaurav.880@gmail.com
Kartik Anantharaman    gokart83@gmail.com
Abhishek Maurya    mabhishek888@gmail.com
Azhar Ahmad    a0zhar@gmail.com
Priya Kedia    priya18kedia@gmail.com
sharief khan    khan.sharief3@gmail.com
SAI KUMAR.K.    ksaikumar7@gmail.com
Piyush Kadao    piyushkadao@gmail.com
Nitin Agarwal    nitin1233@gmail.com
SAGAR THAREJA    sagar.thareja86@gmail.com
ANAND KUMAR.S    anandkumar06cool@gmail.com
Tanya Kapoor    tanya1411@gmail.com
Dhawal Bhimani    dhawalbhimani2704@gmail.com
Divanshu Gupta    divanshu.gupta1988@gmail.com
Rakesh Ranjan    rakeshindi@gmail.com
Priyanka Mathur    priyanka.smileforever@gmail.com
Mahesh Gaikwad    maheshy2k4@gmail.com
Shashank Jain    sj.22788@gmail.com
Hephzibah Janga    hepsi.sweety@gmail.com
Tanu Srivastava    tanudeepak86@gmail.com
Manas Kesarwani    manaslko@gmail.com
Sayantan Pande    pande.sayantan@gmail.com
saptarshi datta    saptarshi_1611@yahoo.co.in
hari shankar    harishankar_12@yahoo.co.in
manasa murthy    murthy.mansa@gmail.com
Ankita Rathi    rathiankitaar@yahoo.com
Naveen Sahani    naveenomania2000@gmail.com
Sourabh Dutta    dutta4world@gmail.com
Vikalp Agrawal    agrawalvikalp@gmail.com
Sarang Wankhede    sarangwankhede@gmail.com
Devanshi Shah    devanshi.shah01@gmail.com
Garima kumar    garimakumar1988@gmail.com
sasmita pradhan    sasmitapradhan1987
Harish Keshwani    harish.keshwani1@gmail.com
Abhilasha Jha    abhilasha.jha1@gmail.com
Harsh Gautam    gautamharshdbg@gmail.com
Sabyasachi Behera    sabya.msr@gmail.com
Rajiv Balasubramanian    rajiv1287@gmail.com
Nalin Dhupia    nalin.dhupia@yahoo.com
Nikhita Sharma    nikhita.sharma21@gmail.com
Anand Vijay    anandvijay19@gmail.com
shreya choudhary    shreyashrarma85@gmail.com
Pallvee verma    pallveeverma@gmail.com
Monish Singha    monishsingha87@gmail.com
Piyush Kumar    piyushkumar2006@gmail.com
Archana Singh    archanasingh1406@gmail.com
Jyoti shikha    jyoti.shikha123@gmail.com
Ashutosh Tiwari    ashu.tiwari7@gmail.com

List of Books to be studied by the end of 1st year.

Following are the list of books that were given by Ankush Sir to be completed by the end of the third trim. Also a hard copy would be submitted to sir regarding the summary of the book that have been read at the end.
  • 80/20 By Richard Koch

  • Marketing Warfare by Al Ries & Jack Trout

  • The Branding of MTV by Paul Temporal

  • Brand Positioning by Subroto Sengupta

  • We Are Like That Only by Rama Bijapurkar

  • Why We Buy? by Paco Underhill.

  • Blue Ocean Strategy by W. Chan Kim & Renee Mauborgne.

  • Freakonomics by Steven Levitt & Stephen J. Dubner

  • Know-How by Ram Charan

  • Stay Hungry Stay Foolish by Rashmi Bansal

  • The Goal by Goldratt

  • Imagining India by Nandan Nilekani

  • The Adventure of Business by Richard Branson

  • Losing My Virginity by Richard Branson (Citation Needed by Ankush Sir)

Friends, I hope that all of you atleast manage to finish 10 books by the end of the year. And i wish you all the best for that. Before Signing off, I would like to make a quote......

"You're the same today as you'll be in five years except for the people you meet and the books you read." by Charlie "tremendous" Jones

Thanks

4th October 2010

Today we started lecture with Scanning Environment, which comprises of two parts Micro Environment & Macro Environment. Micro deals at personal Level whereas Macro involves PEST & Demographic these are various Forces. P-political, E-Economical, S-Social, T-Technological. Explaining all details how it affects & is useful in determining the environment.
we defined Hedonism & Utilitarian.

Lots of emphasis was made on reading books & names were given in class so do keep that in mind as it is beneficial for us.

Don't forget to read case study of E-Bay & come for next lecture.

Recap of Session 4 (4th Oct, 2010)

Hi Guys,
The class started with a bang by Sir appreciating our work in the blog until now. Then, as per his daily plan to market a product in the class, he bought us the September 21st issue of TOI which had a introductory gadget which was photosensitive and introduced or marketed a product. This time it was for Volkswagen. An attempt to explain the pros & cons of the gadget was given by Priyanka. Sir then gave a brief about the gadget & how it has affected the Volkswagen which have increased the knowledge among the masses of the product by 65%.

After this, we started on our discussion of "Scanning the Environment". How scanning was important in determining the success of any product. Sir took the example of Meru Cabs to demonstrate the scanning of environment.

Further, the environment is divided into two kind : Macro Environment & Micro Environment.

Macro Environment are basically the external factors of the company whcih can be attributed to the P E S T & demographics. Micro environment are the environment pertaining to the company itself like suppliers, human resources, target group etc. As per today's class we will go forward with the Macro environment only.

Macro Economics: P (Political) E (Economical) S (Social) T (Technological) analysis, Demographics.

Political : this term was explained by giving the example of Meru Cabs where it was explained that there were many taxi organizations already existing in the city (mumbai). So its success lied a lot on how to enter the market without creating much of the problem to the existing fraternities.

Economical : This was explained in the same context i.e. Meru Cabs. People having a better economical status are the ones who are availing the service of the MEru Cabs. moreover the concept of calling a taxi at any place you like is generally the USP (Unique Selling Proposition) of the Meru Cabs. An interesting discussion took out between the terms - Utilitarian & Hedonism - Utilitarian is the principle of "value for the usage" or "Jitna use kiya utna paisa bharne ka". While Hedonism is mainly the principle of maintaining a status for yourself. In this, one thinks that to display his status, one may need to use things that shows his status symbol. Ex: Mercedes.

Social : Sir gave an example of How anchor toothpaste marketed itself as the 100% vegetarian toothpaste & soon became the no. 1 toothpaste because of this strategy. This is because majority of the people (Hindu as well as vegetarian) preferred this as it coordinated their sentiments & culture & values. So social environment also plays a very important role.

Technological : Finally the technological portion was discussed by giving an example of how people are ignorant about the difference between Optical Zoom & Digital Zoom and about the difference between an LED TV & LCD TV. But even though they are ignorant, they are definitely going by the words & price of the products thinking them as very different even though the basic technological difference may be low. However, a better technological product is always preferred.

Thanks


Guys, I hope I included all of the topics. The list of books will be posted in another post. Thanks

Friday, October 1, 2010

Gentle reminder - Submit your project synopsis on October 8th by 10 AM

Participants,

Kindly submit a page or two synopsis on the first 4 points of the flow chart as discussed in class on this coming Friday by 10 AM.

Thursday, September 30, 2010

Answer for the identify value question

Clearly the values by function can be seen on the McDonald's planet 24 hours adv. They are promoting their functions which will differentiate themselves from their healthy competitors.

By promoting their veggie burgers and veg menus McDonald's is playing with the values by emotion quotient in the second picture add.

In the 3rd "Oldtimer's" add we can see a bit of value by mind, value by emotions and value by function.

points discused in the first lecture,28th sept

As I have seen, no body blogged about subject been discussed in the first lecture...
let me just go through the points of the first lecture which would be easy to relate..

- CCD-creating communicating and delivering the value.

VALUE is the utility,worth and attribute of an object.
the object must be useful in satisfying human wants and it must be in limited supply.
-value is related to benefit and cost though there is no specific definition to it..because it is variable.

-PRODUCTION CONCEPT-

-improve production and distribution


-also known as manufacturing concept where the manufacturing is most important field to concern.

Production Concept is a concept where goods are produced without taking into consideration the choices or tastes of your customers

PRODUCT CONCEPT-
concerned with the attributes of the product.

The difference lies in what is being produced. A product concept would be an idea for an item or product. A production concept would be the concept conceived for creating the product.

SELLING CONCEPT-
The selling concept concerns how the product is going to reach the customer.

The first decision regarding this is that of the distribution channel that is going to be used. The company can either do direct selling or sell the product through retailers, wholesalers or specialized sellers.
Whichever distribution channel is used depends on the kind of product and the target market. It is also determined how the product is going to reach the distribution outlet and how much the transportation is going to cost.

The sales territories are also determined under this concept. Organizations sometimes have separate managers for each sales territory to handle the transportation and sales outlets of that particular area.

MARKETING CONCEPT-
The marketing concept relies upon marketing research to define market segments, their size, and their needs. To satisfy those needs, the marketing team makes decisions about the controllable parameters of the marketing mix.

HOLISTIC MARKETING CONCEPT-

to be discussed in the next lecture...

thank you.

TV AD

http://www.dekhona.com/tv-ads-videos/aeefgsqsu/Superb-Advertisement-video
check this cool ad
the link above to ARIEL ad appeals to the teenagers emotions


Identify the value involved in the print ad given below:

Value Based Marketing concept




The first one is Value by Emotion and second Value by Function.. Right??


Value in Marketing & some jargons.

Continuing with the discussion done in class today,
Value is broadly classified into 4 points:-
1)Value by mind.
2) Value by Emotions(heart).
3)Ecnomical Value.
4)Functional Value.
Each product may be presented in such a way that it might comprise of different forms of values at a time.
For eg:- Insurance Products can be considered as a blend of Value by Emotions,Functional and Economical value.

Some Marketing Jargons:-
ARPU:- Average Revenue per User.(refers to Telecom Companies)
BCG Matrix- Boston Consulting Group Matrix.
Subliminal Perception:-Perception that is sublime, ie sudden arise of a need.eg:-Need of popcorn during intervals.

Todays Discussion Sept 30th

Carrying forward from Anand
Today we learn Classification of Value
1)Value of Mind.Eg-Home loan
2)Value of Emotions...think dilse...Eg-Hamara Bajaj
3)Economical value.Eg-Lux By 2 get 1 Free
4)Functional Value.Eg-TATA Ace

Again Sir has told us, when we go through any ad look into what values does that ad posses.
If any things are remaining can be continued by them....

What about Sharing some UNIQUE MARKETING strategies or concept(Lets have it Here)

What about Sharing some UNIQUE MARKETING strategies or concept(Lets have it Here).

todays discussion

Role of marketing in business strategy development

Mantra of marketing:-

1.Sustainability
2.Competitive
3.Advantage

for forming the strategy key answers to be answered such as

1.What is the reason for the existence of the company?
2.Where the company wants to move in the future?
3.Where is position of the company at present?
4.How the company got this position?
5.Which path it should choose?

rest of the part can be continued by some one.......

World's Most Expensive Car Advertisement

ING Corporate Campaign in India

Wednesday, September 29, 2010

Topics covered today in the class - a quick revision

=> What is marketing?
Creating, Communicating, Delivering a value to the Target Group.

=> mathematical relation between value, benefit and cost.

=> Examples like tip of the iceberg and universal set theory to explain the difference between Sales and marketing.

=> Kinds of businesses:
1) Business to customer.
2) Business to Business
3) International global market

=> philosophies of market : 
1) production concept
2) product concept
3) selling concept
4) marketing concept
5) holistic marketing concept

=> How the movie rocket Singh explains the way marketing concept has taken over the selling concept.

Please feel free to make additions.....