Marketing to Win (ALEAP) Murali

8/8/2019 Marketing to Win (ALEAP) Murali

1/27

Marketing to WinMarketing to Win

Murali ParnaMurali Parna

55thth Dec10Dec10


2/27

5th Dec 20105th Dec 2010 ALEAPALEAP -- ConfidentialConfidential 22

Win with FundamentalsWin with Fundamentals

Customers

MarketCompetitors

You


3/27


Know your customersKnow your customers

-- Demographics &Demographics &PsychographicsPsychographics


4/27


Why they buyWhy they buy

-- Need statesNeed states


5/27


What they buyWhat they buy

-- Brands, Packs, Taste,Brands, Packs, Taste,Texture etc.Texture etc.


6/27


Where & how they buyWhere & how they buy

-- Shopping mission,Shopping mission,channel preferences etc.channel preferences etc.


7/27


8/27


Win with FundamentalsWin with Fundamentals

Customers

MarketCompetitors

You

Why we will

WIN ?


9/27


5P Framework for Marketing5P Framework for Marketing

strategystrategyProductProductPricePrice

PlacePlacePromotionPromotion

PrecisionPrecision


10/27


ProductProduct


11/27


Whats the product made of ?Whats the product made of ?

-- ContentContent

++

+

+

+

+

+

+

+

+

+


12/27


Whats outside ?Whats outside ?

-- PackagingPackaging


13/27


PricingPricing


14/27


Price to demand profitPrice to demand profit

pools & not to marketpools & not to market


15/27


Leverage the valueLeverage the value

equationequation(Value=Benefit/Price)(Value=Benefit/Price)


16/27


Drive differentiationDrive differentiation


17/27


Build & manage a logicalBuild & manage a logical

GoodGood--BetterBetter--Best priceBest pricetradetrade--up architectureup architecture


18/27


19/27


PlacePlace


20/27


What is your cost to reachWhat is your cost to reachthe Consumer ?the Consumer ?


21/27


PlacePlaceManufacturer

C&F

Distributor / Stockist

Consumer

Retailer

Semi-Wholesaler

Wholesaler


22/27


PromotionPromotion


23/27


-- Build brand equity/ LoyaltyBuild brand equity/ Loyalty

-- Increase franchiseIncrease franchise

-- Increase market shareIncrease market share

Strategic


24/27


TacticalTactical

-- Attract switchersAttract switchers


25/27


PrecisionPrecision


26/27


Winning is simple if weWinning is simple if we

can keep all thesecan keep all thesevariables as simple asvariables as simple as

possible.possible.


27/27

Thank YouThank You

Marketing to Win (ALEAP) Murali

Documents

Transcript of Marketing to Win (ALEAP) Murali