Marketing Internship under Prof. Sameer Mathur
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MARKETING MANAGEMENT INTERNSHIP
UNDER
Prof. Sameer Mathur IIM Lucknow
www.iiminternships.com
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MODULE 1
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Lessons learnt from Jesse Desjardins
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Story telling is the Most powerful Way to put ideasin the world today
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AVOID
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USE THE 4
Cornerstones
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MODULE 2
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Learning from the Book
Marketing Management: A South Asian Perspective 14th Edition textbook by Philip Kotler, Kevin Lane Keller, Abraham Koshy,
Mithileshwar Jha
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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.
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Marketing is not making Needs but developing Wants of Customers. Like Food is a Need but eating in Dominos is a Want.
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So, What are the Main Marketing Management Tasks?
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Marketer must develop a marketing plan for achieving its goals defining the business mission, analyzing external opportunities
analyzing internal strengths and weaknesses, and threats.
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Analyzing The Market
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Targeting the Right Customers
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Marketers must divide markets into groups of consumers or
segments with distinct needs and wants; identify which market segments company can serve effectively.
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He must Identify an important market gap andposition its product through appropriate differentiation
strategies to ensure success.
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Marketers should look into the Competitors Strategies and know their moves.
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Marketing planning begins with formulating anoffering to meet target customers.
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Creative Packaging can popularize the new offering.
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Companies today must build and manage acontinuously evolving and increasingly
complexchannel system and Value network.
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And also Managing Retailing,Wholesaling , and Logistics
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To effectively reach and influence target markets, holistic marketers have to creatively employ multiple
forms of communications
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Developing new Product
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Expand into the Global Market
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MODULE 3
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Springfield Nor’easters
CASE ANALYSIS
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•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
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•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
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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
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MOUNTAIN MAN BREWING
COMPANY : BRINGING THE
BRAND TO LIGHT
CASE ANALYSIS
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•Legacy brew with strong brand•Popular among blue collar working men•2% decline in revenue•4% growth in light beer segment
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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
*
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CASE ANALYSIS
STEINWAY AND SONS : buying a legend
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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.
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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.
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MODULE 4
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ARTICLE
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The One Thing You Must Get Right When Building a Brand
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What builds a brand?
Brand?
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These slides were created by MAULSHRI PATHAK, UIT RGPVas part of an internship done under the guidance of Prof.
Sameer Mathur (www.IIMInternship.com)