MARKETING MANAGERS…..

THE GOOD…..

THE BAD…….

AND THE UGLY……

1.A manager whose primary task is to manage the marketing resources of a product or business.

2. Can be in charge of a single product or brand or can be a general manager responsible for a broad array of products and services.

3. If you’re organized and love communicating messages and ideas, this could be the job for you.

4. You will need to have the management skills to lead and motivate a team. 

HE IS…..

QUALITIES OF A GOOD MARKETING MANAGER

Multi-tasker Customer Centric Brand Champion Understands the business wellStrategic ThinkerVisionary

Good manager be like,”YES WE CAN”!!

Instilling a marketing led ethos throughout the business and leading the team

Researching and reporting on external opportunities

Understanding the target market Understanding current and potential

customers Managing the customer journey (CRM) Developing the marketing strategy and plan Management of the marketing mix Ensuring timely delivery

Importance of a Marketing Manager

BUT………..

WHERE THERE IS GOOD…..

THERE IS ALSO BAD AND UGLY

PURE EVIL…HAHAHA

PRESENTING……

EXAMPLES of the BEST AND WORST Marketing

MAnagers

GOOD MaRketing Manager

1. AB KI BAAR MODI SARKAR-

• WHO? Samrat Bedi, Head of Office, Soho Square. Designed the campaign of the Modi sarkar which was a

runway hit with the masses and classes alike. The digital branch of the Modi campaign spans close to

10 websites

Nirma Case

• Nirma introduced a new category of beauty soap and shampoos

• To consumers the brand Nirma was nothing but washing powder

• Nirma beauty soap failed miserably as the consumers simply refused to acknowledge its presence as a beauty soap

• Thus, a wrong choice made by Karsanbhai Patel brand extension without proper market research & without proper product attribute knowledge is what led to failure of the Nirma Beauty Soap

Bad Marketing Manager

Ugly Marketing Manager

JC Penney Case• In early 2012, Ron Johnson announced a major

overhaul of the way JC Penney does business, with a new “fair and square” everyday low pricing scheme to replace the “fake prices” used commonly in the past.

• He also removed the coupon system• Johnson never tested this new pricing scheme in

the market and assumed it would be a success. • However, Many of the chain’s oldest and most

loyal customers understandably felt like they were no longer JC Penney’s target market

• Sales collapsed through early 2012, and even Johnson acknowledged he had made a big mistake. 2012 and 2013 saw huge losses for JC Penney

Marketing Plan For Hiro MX-1 MTB BICYCLE

Varun Khare D-572014-16

Winner of last edition

HIRO-MX 1-The Product

• The HIRO MX-1- State of the art MTB equipped with odometer and speedometer

• Speedometer for better control of the rider’s speed• Odometer for tracking cycling pattern & performance• 18 Gears for greater depth of speed and maneuvering • Robust Suspension platform developed specially for

Indian Mountains• Carbon alloy frame for improved agility

Market Summary-The Market

• Nearly 15.5 million bicycles were sold in a the ₹2,000-crore cycling industry market

• Market characterized by rising disposable incomes and readily available imported high-end bikes.

• Firefox sold 1,200 bikes in the first year, now sells 6,000 every month- Sales increasing at 35 to 40 per cent annually.

Market Summary-The Market Market for mountain bikes- small in terms of

numbers, but big in value• Average selling price of a bike in India is

₹55,000• Players in the market Firefox sold 1,200 bikes in the first year, now sell

6,000 every month Sales increasing at 35 to 40 per cent annually.

Market Summary-The Consumer

• Market characterized by rising disposable incomes and readily available imported high-end bikes.

• Demographics-An emerging category of professionals(males) in the uppermiddle and high-income groups

• Psychographics-Biking and adventure enthusiasts who take up mounatain biking for reasons of

health hobby Eco-friendliness

Stress free commutes

Market Summary-The Competition

Firefox range of MTBs -Trek and

Gary FischerCannondale Avalanche

Mongoose Schwinn Fuji Nevada & Tahoe

Bianchi Duel & Kuma

Positioning-Hiro MX-1

The MX-1 MTB would be positioned as- Bike that gives the cyclist the extra edge in

performance and speed control Tagline for the MX-1-

“High Performance Mountain Biking”

Online Marketing Campaign-Why?

The marketing campaign would be solely online as- Massive growth in online sales of niche product

categories in 2013-2014 63 % of the online shoppers were male 71% respondents in the age group of (18 to 35) 90% of online shoppers plan to buy more products

online reflecting consumer satisfaction

The Marketing Strategy

• Online release of the Hiro-MX1 commercial on Youtube and Vimeo 8 Months before the HASTPA and MTB Himalaya races

• Advertising the MX-1 on the websites for HASTPA and MTB Himalaya

• Online advertising of the bike via Facebook, Twitter, Reddit, Digg and Stumbleupon

• Tie ups with Online e retailers- Flipkart, amazon with aggressive discounts initially.

Case Study!!!

• In India the market for Ice tea as a beverage has not reached maturity yet. This has made the Marketing Manager of Snapple Tea ltd rethink his decision to enter the ice tea market. What are the steps he should take to develop the market of ice tea in India? Put yourself in his shoes tell what steps you would take as a Marketing Manager.

Deadline 30 October 2014 - Mail your entries to us on smark@sims.edu