A helpful presentation slide for business study students.

1. Online class 1
CASE STUDY about Consumer
Behavior or Market Segmentation.

2. The male fairness segment industry is pitched at around Rs.
250 crore and the industry is growing at a scorching 150 percent
per year. The industry evidently has woken up to the fact that the
metro-sexual and has a large appetite for beauty (the industry
expression is "male grooming") products, particularly driven by a
desire to look as fair as the fairer SEX.
ABC Company recently launched 'GROOM PLUS' the first
men's fairness cream and claims that the market feedback is
highly positive and encouraging. It is now planning an extension
of "GROOM PLUS" to products like bleaches, shaving creams,
Lotions etc. Hitherto men used fairness cream /bleach that were
available in parlor packs. Subsequent research showed that
men prefer bleach of their own with its own fragrance and
specific skin type formulations, especially branded ones.

3. • Suggest bases for segmentation of market for Groo
m Plus products
• Discuss the importance of packaging in marketing of
the above Product range.
• Suggest a suitable Promotion
Mix for creating awareness of the above range of pr
oducts

4. Question 1: Suggest bases for segmentation of
market for groom plus products
• The bases for segmentation should be a mixture of Individual
Marketing, niche marketing and Local marketing.
– Individual marketing is the extreme level of segmentation in which
ABC can focus on individual customers.
– The niche marketing can be an effort to position the fairness
products in a smaller urban market that have similar attributes and
some specific unsatisfied needs.
– Local marketing can help expand the marketing beyond the
boundaries of the Metro cities. The idea should be to offer customized
fairness product to suit the Local markets.
•

5. Question 2: Discuss the importance of packaging in
marketing of the above product range
• We all know that packaging adds value to
the product in the form of easier Handling
and secured usage.
• For a fairness product, an easy to use
packaging which is secured and transparent
are likely to have better sales.
• Packaging should also facilitate easier
handling by the retailers and dealers. It
should also be environment friendly as it
would add to the good quality of the
product and thus help in the easy salability
and marketability of the product.

6. Question 3: Suggest a suitable promotion mix for
creating awareness of the
above range of products.
 Selection of the right media like television, websites and lifestyle journals
can be effective in case of fairness product.. Most visible display hoarding on
the busy streets, health centers, gym , spa etc. can help promote the product.
 Point of purchase displays such as window displays, wall displays, danglers,
balloons and of course innovations like sniff teasers that spreads the aroma
of product can be an effective promotion mix.
 Distribution of free samples to niche segments to encourage them try a new
product.
 Free gifts, coupons, scratch card scheme can incentivize the customers buy
the same product again.
 Devising strategies through money refunds and rebates so that qualified
Customers make repeat purchase. The method of refund should be
Consistent and confidence boosting.

7. Online Class 2
Coca-Cola Liquid & Linked

8. “Stories spread value”
• Stories:
– Stories comprise of content, experiences and
conversations.
•
• Spread:
– To spread your stories, use owned, earned, shared and
paid media, in that order, with social at the heart. Social
will make everything you do bigger.
• Value:
– They will help in creating value that transcends that of
your own company.

9. The strategy talks about
• Be share worthy – Everything that is created in the social world
needs to have the ability to be shared further.
• Embrace your new sales force – Your customers are your new
sales force. They can amplify your message.
• Listen, and then engage - Listening isn’t finished unless you
engage. Use what you learn to connect with the customer.
• Think big, start small, scale fast – What you want to do is test,
fail, learn and scale.
• Speed trumps perfection – As marketers we try to put up very
perfect products, because we’re perfectionists.
• Play well – Today campaigns, collaborations and relationships are
more complicated than ever before.

10. Liquid and Linked' Is Key
Marketing force behind one of world's largest brands
stresses fully leveraging media
– Brands can't buy their way to greatness any more, said
Wendy Clark, Coca-Cola's head of integrated
marketing and communications.
– But brands can follow her "liquid and linked"
approach to cross-media marketing
– "A 'like' is important," she said. "A 'share' is more
important. We have to hold ourselves accountable for
creating content that is sharable."
– Ms. Clark also stressed the need for creativity in using
owned media, citing Coca-Cola's use of increasingly
smart vending machines, its fleet of delivery trucks
and Coca-Cola cans themselves over the years.

11. BRANDS CITED
Tipp Experience:
It is another viral stunt, which utilizes the digital strengths on
multiple layers in a smart way
Twelpforce:
marketing that isn’t marketing – It offers “real time pulse
measurement thus keeping in sink the features of liquid and
linked.
IKEA FB App:
It opened a new store in Malmo and used Face book to spread the
word.
Golf GT Mobile app:
A free app in which you get to race the GTI around a track and post
your times on Twitter and Face book,
Nike – Live Strong:
The communication objective of the campaign was to demonstrate
the foundation’s integrity, competency and importance.

12. (An idea of a new product that can
be marketed through IMC using
maximum possible tools)

13. Executive Summary
• Energy Bar & Co. products are not just for athletes
anymore. They are a nutritious, and surprisingly
delicious, way to get vitamins and minerals into the
body when there is no time to sit down and make a
meal. White-collar workers ages 18-34 need to
become aware of this fact and see Energy Bar
products as helpful and healthy meal-replacements
and not just as an athlete’s energy bar.

14. Integrated Marketing
• In order to communicate the proposed
concept, Energy Bar & Co. will invest in an
integrated marketing campaign based
around the concept of having energy to
achieve and balanced, healthy and happy
life. This campaign will help the brand
achieve its goals and objectives.

15. Integrated Marketing
• Strategy 1: Traditional Media
We will use the traditional print
methods of newspapers and magazines as
well as the use of radio to execute certain
creative aspects of the campaign. According to
Nielsen’s Women of Tomorrow survey, women
with the average age of 30 are still extremely
influenced by traditional media.

16. Integrated Marketing
• Strategy 2: Social Media
As a vital medium to our target
demographic, social media will play a key role in
our IMC plan.
According to the Pew Research Center’s
Internet & American Life Project Spring Tracking
Survey (April 17 – May 19, 2013), 72% of adults
use social networks. Women use it more than
men at 74% and 70% respectively. Educated
demographic are also more likely to use social
sites.

17. Integrated Marketing
• Strategy 3: Public Relations
In addition to a strong social media
presence, there will be heavy public relations
efforts that will integrate the overarching theme.
Energy Bar & Co. will be the energy bar those
appeals to the health-conscious, but busy
woman. Using the big idea and central
messaging, all tactics and social media messaging
will reflect:
“Do Something Healthy Today.”

18. Integrated Marketing
• Strategy 4: Events & Promotions
There will be three major events
and two major media campaigns. All events will
be based around the Theme: “Healthy living all
year around.” The goal of each event is to extend
our brand and show examples of how beneficial
Energy Bar & Co. is to the health-conscious
consumer. Purchasing our product will encourage
and motivate the consumer to “do something
healthy today.”

19. Evaluation
• The campaign will be evaluated qualitatively and
quantitatively in monthly increments to adjust
advertising amount and budget accordingly.
Quantitative measurement will be achieved through
actively checking sales forecasts with the actual sales
as well as reviewing expenses weekly to ensure budget
control.
• For our website, we will utilize Google Analytics to
determine page views, unique views, the pages the
most time was spent on, and other related actions.
• Finally, at the conclusion of the campaign, we will hold
5 focus groups for loyal customers that attended the
VIP event.