MARKETING MANAGEMENT INTERNSHIP

UNDER

Prof. Sameer Mathur IIM Lucknow

www.iiminternships.com

MODULE 1

Lessons learnt from Jesse Desjardins

Story telling is the Most powerful Way to put ideasin the world today

AVOID

USE THE 4

Cornerstones

MODULE 2

Learning from the Book

Marketing Management: A South Asian Perspective 14th Edition textbook by Philip Kotler, Kevin Lane Keller, Abraham Koshy,

Mithileshwar Jha

Marketing management is the art and science of choosing target markets and getting, keeping, and

growing customers through creating, delivering, and communicating superior customer value.

Marketing is not making Needs but developing Wants of Customers. Like Food is a Need but eating in Dominos is a Want.

So, What are the Main Marketing Management Tasks?

Marketer must develop a marketing plan for achieving its goals defining the business mission, analyzing external opportunities

analyzing internal strengths and weaknesses, and threats.

Analyzing The Market

Targeting the Right Customers

 Marketers must divide markets into groups of consumers or

segments with distinct needs and wants; identify which market segments company can serve effectively.

He must Identify an important market gap andposition its product through appropriate differentiation

strategies to ensure success.

Marketers should look into the Competitors Strategies and know their moves.

Marketing planning begins with formulating anoffering to meet target customers.

Creative Packaging can popularize the new offering.

Companies today must build and manage acontinuously evolving and increasingly

complexchannel system and Value network.

And also Managing Retailing,Wholesaling , and Logistics

To effectively reach and influence target markets, holistic marketers have to creatively employ multiple

forms of communications

Developing new Product

Expand into the Global Market

MODULE 3

Springfield Nor’easters

CASE ANALYSIS

•Minor league baseball team•Single-game tickets at $6.00 a piece• Target Market: Families

Population in Springfield- 55,000 Positioning:

Local, affordable entertainment for the whole family

Distribution:Tickets sold at box office and team website

•Promote team through various events throughout the year•Get community involvement before the start of the season•Events create unique and memorable experiences that other IMC tools cannot

MARKETING PLAN

OPPORTUNITIES AND THREATS

Threats:Other affordable entertainmentMovies, bowling, theatre, etcProfessional sports teamsOpportunities:Providing shuttle/transportation to gamesSponsorships from local businessPotential economic growthExternal environmental factors:Mainly low incomELack of public transitRestrictions on sales of alcohol at games

MOUNTAIN MAN BREWING

COMPANY : BRINGING THE

BRAND TO LIGHT

CASE ANALYSIS

•Legacy brew with strong brand•Popular among blue collar working men•2% decline in revenue•4% growth in light beer segment

Takeaway from this

case

*How to capture light beer market segment*Its effect on brand value and current product*Investment and return on the new product*Breakeven analysis

*

CASE ANALYSIS

STEINWAY AND SONS : buying a legend

For 140 years, Steinway & Sons has been recognized as a leader in the market for high-qualitygrand pianos. Established in New York City in 1853 by Henry Engelhard Steinway, a Germanimmigrant, the firm quickly prospered because of its technical excellence.

On April 18, 1995, the Selmer Company agreed to purchase Steinway & Sons for $101.5 million . At the time of the purchase, Selmer was the leading manufacturer of band and orchestral instruments in the United States.

MODULE 4

ARTICLE

The One Thing You Must Get Right When Building a Brand

What builds a brand?

Brand?

These slides were created by MAULSHRI PATHAK, UIT RGPVas part of an internship done under the guidance of Prof.

Sameer Mathur (www.IIMInternship.com)