Comprehensive exam review

BM635 : current issues in MKT

Comprehensive exam

Current issues in MKT

• Agenda – Case study – MKT Theories – Exam

Case study

• Narrative exam– Structure the exam

• Example of – RESONA– SOKEN

Key take out: Resona• Info: Market size : 2400 Mio baht • Info:First time “ Men” market • Info:Gross market share up to 16%• Info:Men grooming market grew 9%• Info:Resona is a Global brand• Info:Nevia market leader with 35% share• Issues: Brand positioning : Resona/Exe • info: “Stick” is key focus segment• Insight : Men have twice sweating more than women• Info:Resona Men launched in other countries • Info: Key message: product efficiency เพื่��อการปกปอง• Info: Resona is a mutibrand in global position• Segment: 30% Smell is the first creteria for brand selection: ( AXE ) • Segment: 20%Protection is the second creteria ( Resona )• Segment: 40% Whitening is led by NEVIA.• Insight: consumer only 50% using deodorant

Key issues: Resona• Execution:Resona introduce product in First time “ Men”

market • Brand: Consumer perception: Resona is brand for

women.• Brand: Difference of Brand positioning : Resona/Exe • Segmentation: How to grow “Stick” segment , how big is

this segment • Marketing message: product efficiency เพื่��อการปกปอง• Insight: consumer only 50% using deodorant• How to grow the category

Marketing strategies• Branding/Product ( ATL communication)

– Packaging/color of packaging• Black/Gray color

– Advertising/communication ( marketing message )• Benefit of product “ twice protection for men only”..• Men media

– Fragrant • Men Fragrant

• Consumer experience ( BTL communication )– Where are men ??– Product sampling ( 50% using deodorant ) – Where is the rest of consumer never try the product – Event marketing:

• Other theories !!

Case study

• Apply marketing theory – Theory

• Example of – RESONA– SOKEN

Key take out: Aconetic • Shop in shop: “ The Inpiration life “ at Siam paragon• Aim: Perception : Local brand to life style brand• Info: Pressure from price competition: china/Local brand• Info: key player : Soken/ Family in this segment• Info: Service center 2 branches at Rama II, Bangna• Strategy : Experiences of product to consumers• Corporate shop: Boutique Digital at Panthip ngamwongwan• Channel conflict : ????????• Shop in shop: uplife brand image of Aconetic ? • Channel info: 300 dealers only 100 working• Partner classification: Exclusive/ gold members• Marketing program: CRM, consumer promotion ie premium• Marketing initiative : Emotional marketing• Move to low to mid to… Mid to high segment • Pricing: 10-15% lower pricing• Focus value pricing > branding pricing

Key issues: Aconetic • Brand: Consumer perception : Local brand to life style brand• Execution: Is shop in shop is enough to uplift brand image • Concept: Experiential /Emotional marketing : how Aconetic

applies.• Channel :How to grow channel partner from 100 to 300

dealers • Segment : Mid to high segment • Pricing: 10-15% lower pricing is this help brand image• Positioning

Marketing strategies

• Channel : shop in shop / boutique • Experiential marketing • Uplift Brand image

– Innovation: Technology ..no 1 in……– Pricing strategy. Reduce pricing gap with competitor – The proper Advertising/Communication is powerful – Promotion: can ruins brand image if it is too heavy on

pricing

Other related marketing

• 4Ps , 5Cs

Key take out : 0 calories • 30000 Mio LY xxx• 0 calories : 400 Mio 2 % contribution• Growth : 30 % rate /year• Strategy: new favor is a key driven

– PEPSI: Latte/Twist / Blue/Ice • Consumer trend: Health • Fact: consumers switch to other beverage• Target group: men : women : 60:40• Product benefit : not enough product benefit• Men perception: beverages for women !!• Consumer perception taste: No delicious • PEPSI: COKE

– First launch – COKE: launch : COKE DIET ( taste not accepted PEPSI is market leader

Marketing issues: COKE ZERO• Brand differentiation:

COKE/ PEPSI• Brand portfolio : Diet / Zero

– COKE/ COKE ZERO ( 98:2) ---- (70:30 )

• Brand perception: Men / • How to accept 0 calories:

Favor • Product taste !! Consumer

acceptance

• Protect market share• Differentiate PEPSI MAXX

from ZERO• Gain market share • Grow 0% category

• Brand communication– Strong message : product

benefit

• 4Ps

• PRODUCT• POSITIONING• BRANDING• CONSUMER