1. MARKETING
DIARY
Session 1: Defining Marketing
Topic Chosen: Social Responsibility Marketing
Ad/Article: Magazine ad for Body Shop
Source: Cosmopolitan
2. The effects of marketing clearly extend beyond the company and the customer to the
society as a whole and the marketers must carefully consider their role in broader terms,
and the ethical, environmental, legal, and social context of their activities. Today we can see
a fundamental change in the way consumers buy their products and services. People want
to know your brands values and ethics which are again reflected in the way you treat the
community in which you operate.
Brands have realized that it is important to strike a balance between profitability and social
consciousness and sensitivity. This realization calls for a marketing concept which is termer
as societal marketing or social responsibility marketing.
The ad chosen here is for THE BODY SHOP in Cosmopolitan. It shows how it is adding social
responsibility as a way to differentiates itself from its competitors and actively addressing
environmental issues. The ad gives a timeline of the various initiatives ranging from ‘Save
the Whale’ to celebration of Earth Day. All this adds to their image and brand value and
customers look at it as good corporate citizenship which helps in adding to the long term
value of the brand.
Session 2: Creating Customer Value
Topic Chosen: Customer Centric Business & Customer Satisfaction
Ad/Article: Maruti True Value
Source: NDTV 24*7
3. Maruti’s customer centricity is very much exemplified by the five times consecutive wins at J
D Power CSI Awards. Focus on customer satisfaction is what Maruti lives with. Maruti has
successfully shed off the public- sector laid back attitude image and has inculcated the
customer-friendly approach in its organization culture. The customer centric attitude is
imbibed in its employees. Maruti dealers and employees are answerable to even a single
customer complain. There are instances of cancellation of dealerships based on customer
feedback.
In this ad, they try to show how Maruti has changed their showroom layout so that
customer has to walk minimum in the showroom and there are norms for service times and
delivery of vehicles. The Dealer Sales Executive, who is the first interaction medium with the
Maruti customer when the customer walks in Maruti showroom, is trained on greeting
etiquettes. Maruti has proper customer complain handling cell under the CRM department.
Their Market Research department remains on its toes to study the changing consumer
behaviour and market needs. Maruti enjoys seventy percent repeat buyers which further
bolsters their claim of being customer friendly. Maruti is investing a lot of money and effort
in building customer loyalty programmes.
Session 3: Services & Services Marketing
Topic Chosen: After Sales Services & Work Ethics Guarantee
Ad/Article: Titan Latest
Source: CNN-IBN
4. Titan teaches us the true meaning of work and success. It first tells us how a timely &
efficient after sales service is of utmost importance & cannot be done without. Secondly
how a nice human touch & how it is the responsibility of the entire staff of a company
immaterial of hierarchy to make sure the services & after sales service is perfect.
Here in this TVC, Titan shows how even a managing director is responsible & answerable to
the customer for every single experience of his with the product. Adding to that, how it
becomes his responsibility to get the work done satisfactorily is also shown.
Session 4: Product Life Cycle
Topic Chosen: Product Life Cycle
Ad/Article: Bajaj Chetak
Source: Bajaj Chetak Case Study
5. The main marketing strategy used by Bajaj Chetak was mainly targeting the emerging middle
class in India and adding the feeling of 'we' or the feeling of belongingness by strong
sentimental slogans like "Hamara Bajaj".
The Approach of this Marketing Strategy adopted by Chetak was Non-Pragmatic
Bajaj Chetak should come out with various schemes & incentives, no warranty schemes
were wailed by the company or ad-don products and service centres were less in number
which should have been more to ease customer support and product maintenance centers.
Session 5: Market Structure & Competition
Ad/Article: “Take care”- Garnier
TAG LINE- “Real performance comes with proof”
Source: www.afaq.com
6. Concept revolves around “growth stage” of Garnier fairness cream. The growth stage is
marked by a rapid climb in the sales. Early adopters like the product, and additional
consumers start buying it. New competitors enter, attracted by the opportunities. They
introduce new product features and expand distribution.
There are many fairness creams such as Emami fair and lovely, boroplus etc. in the market
which are sheer competition to Garnier. But by adding the fairness meter with its product, it
created a different mindset in peoples mind, hence making it more profitable to company.
Also its tag line “Real performance comes with proof” implies the confidence level the brand
has about making a person fairer in some weeks.
Session 6: Understanding Consumers & Consumption
Topic Chosen: Defending Market Share
Ad/Article: Complan vs. Bournvita
Source: Discovery
7. Concept of the add is “Defending Market Share”. This adds revolves around innovation and
capacity to hold the market share. While trying to expand the total market size, the
dominant firm must continuously and actively defend its current business.
Brands, Bournvita and Complan are too popular in the market. Both have their existing
market share, but what can the market leader do to defend its share is the ultimate
question.
It can be done through continues innovation. The leader should lead the industry in
developing new products (as in above ad flavours), distribution effectiveness and cost
cutting (more quantity less price). All these factors keep increasing its competitive strength
and value to customers by providing comprehensive solutions.
Session 7: Branding & Brand Management
Topic Chosen: Marketing Communications, Brand Equity and Sales
Ad/Article: Audi A8
Source: Audi launch- Autocar India
8. Marketing Communications are the means by which firms attempt to inform, persuade, and
remind consumers- directly or indirectly- about the products and brand they sell. In a sense,
marketing communications represent the “voice” of the company and its brands and are
means by which it can establish a dialogue and build relationships with consumers.
The above ad revolves around concept of “Marketing Communications, Brand Equity and
Sales”. In this new communication environment, although advertising is often a central
element of a marketing communication program, it is usually not the only one- or even the
most important one in terms of building brand equity and driving sales.
TV ads were also being used for the same in order to communicate the international image
and emotional benefits (sports car lovers) of the brand. The print medium is used to
communicate the functional benefits of the car. This clearly mentions about speed, sporty
look, safety, comfort, luxury etc.
Session 8: PROMOTION DECISION- THE IMC APPROACH
Topic Chosen: Consumer Behaviour
Ad/Article: Asian Paints- Rang Badal De
Source: Times of India
9. Asian paints, the largest paints company in India, realized that the potential of the rural
paint market was grossly underutilized and therefore provided an excellent market
opportunity for growth. In order to design an appropriate product, the company, conducted
extensive market research among the rural consumer, focusing on their needs, buying
preferences and behaviour.
Thus the above ad revolves around “Consumer Behaviour”. The research indicated that it
was almost a custom in most of the rural areas to get their houses repainted at least once a
year and this normally preceded major festivals in the region.
Session 9: Product Decisions and Concept of Product Mix and New Product Development-
Topic Chosen: New Product Development
Ad/Article: Go Green with Dell
Source: Dell Website
10. Everyone uses the term greenwashing now, and we have previously coined
greenwrapping, for putting solar panels on fossil fuel power plants. Now we have a new
one: Greenbaiting, or green bait and switch. That is what Dell is doing in their advertising
right now.
Dell Canada is running ads that are covered in Green graphics and a sale that runs to Earth
Day, but in the entire ad, there is not a single word or link that explains a single green claim
that they make when they say "go green with Dell". With a huge increase in the chunk of
environment protectionist population, Dell has rung the right note & struck the right chord
to promote its new product.
SESSION 10
Promotion ATL- Communicating to masses
11. Promotion through movies
India is one of the largest cimema producing nations in the world and it reaches masses and
effects them in a great way also with 135 digital theatres India has the largest no. of such
theatres in the world it has been a mass of communication and promotion since a long time
there has been a history of product launches and promotions through this medium
Tanishq, a leading jewelry brand, unveiled the exotic jewelry worn by Aishwarya in Jodhaa Akbar. The imperial
dressing styles during the Mughal era h recreated by Tanishq. Around four hundred kilograms of gold, emerald,
pearls, ruby, tourmaline, jade stones was churned out by two hundred craftsmen.
SESSION
PROMOTION BTL – Communication to an individual/target group
Topic Online communities
Brand converse shoes
12. converse a well known brand in the world of shoes has created its own niche in marketing it not only promotes
itself on various websites but also has a website of its own where customers can write about their experiences
with shoes and can also order for shoes and a unique feature about converse shoes is that you can order for a
customize shoes of your own choice this makes it one of the most sort after brands by youth .
session
consumer behaviour –socio cultural group, individual drivers
subtopic family
families is the most important consumer buying organisation in society,and family members constitute the most
influential primary reference group .and the decision of purchase is largely influenced by families because that is
the first peer group which you see when you are born . it includes grand parents ,parents ,husband,wife and kids
banking on this consumer behaviour mc donalds targets the young and kids of the family it’s a well known fact
that these days it’s the kids who are more informed about the market as compared to older generation and thus
mc donalds targets the young kids on happy meak because they know that when kids will go to the outlet they
have to be accompanied by their parents and thus they offer various goodied with the food to lure kids
14. Name of the product: emami fair and handsome
Target audience: college going boys and men from the age group between 20- 32
Advertisement- this advertisement is focused for men. With the lines as “on being a man u
still use women fairness creams?” directly attack the men. This ad shows that now even men
have their own fairness cream.
Analysis: emami studied the consumers and acknowledged that men have been using the
fairness creams which are made for women. They realized that there is a market for fairness
cream for men, therefore they launched fair and handsome for men. Emami understood that
there was a need for a fairness cream for men.
Emami was the first one to launch a fairness cream for men. The advertisement directly
attacked the men that they use the women fairness cream. The target audience now knew that
even they had their own fairness cream, which was just for men. The men got stimulated to
buy the product. Emami had realized that men wanted a product of their own.
