Marketing

One Last Presentation

Module 1

Presentation – The Icing on the Cake

“Presentation is the ‘Killer Skill’ we take into the real world. It’s almost an unfair advantage.”

– The McKinsey Mind.

Tips

DeliveryVisualPreparation

Do not read your Presentation

Logic isn’t enough

Powerpoint is not the

presentation

You are the Present

ation

Module 2

• Setting Product Strategies

• Designing and Managing Services

Setting Product Strategy

What are the characteristics of products, and how

do marketers classify products?

The customer will judge the offering by three basic elements:

1) Product features and quality

2) Services mix and quality

3) Price

Setting Product Strategy

How can companies differentiate products?

Setting Product Strategy

Why is product design important and what factors affect a good design?

Setting Product Strategy

How can a company build and manage its

Product mix and product lines?

Setting Product Strategy

How can companies combine products to create strong

co-brands or ingredient brands?

Produc

tPackaging Labeling Product WarrantyGuarantee

Ma. Joanna Miranda

Designing and Managing Services

How do we define and classify Services, and

how do they differ from goods?

Define and Classify Services?

A service is any act of performance that one party can offer another that is essentially intangible and

does not result in the ownership of anything; its production may or may not be tied to a physical

product. Some service sectors are government, business, retail,

manufacturing and private non-profit.

Designing and Managing Services

What are the new Services Realities?

New Service Realities

Singapore airlines goes to extra ordinary lengths to ensure that every aspect of the passenger

experiences exceeds expectation

Marketing Excellence

External marketing - Normal work of promotion services

Internal marketing - Training and motivating employees

Interactive marketing - Employees skills in serving client

Designing and Managing Services

How can we achieve excellence in Services

Marketing?

Service Marketing Key Objectives:

• Reward Customer Loyalty

• Increase Customer Satisfaction

• Increase Access & Awareness

Designing and Managing Services

How can we improve Service Quality?

3 Methods of improving Service Quality.

1. Motivating Your Employees

2. Using Customer Feedback

3. Updating your Quality Service Tools

Designing and Managing Services

How can goods marketers improve customer-support services?(Refer Q. 2 also)

Identifying problems

• Customers have three specific worries: – Reliability and failure frequency – Downtime (time taken to fix), service

dependability– Out of pocket costs (for maintenance and

repair)

Searching the Solution

A buyer takes all these factors into consideration and tries to estimate the life cycle cost, which is the product’s purchase cost plus the discounted cost of maintenance and repair less the discounted salvage value. 

To provide the best support, manufacturers must identify the services customers value most and their relative importance. They may also add value augmenting services that extend beyond the functioning and performance of the product itself.

Module 3

Case Studies

Branding Yoga

Whether the commercialization of yoga is appropriate?

Argument

• “The argument against it is that religion is something that is very personal, and that it should not be commercialized.”

• The other side of the argument focuses on business rather than religion.“ It’s all about creating value for a large audience. By using marketing and branding you can be more effective and bring [your product] to a larger audience.

Argument

Evaluation

• “Yoga’s very popularity creates the possibility of corruption and distortion, and lowest common denominator teachings,” says Philip Goldberg, spiritual teacher and author of American Veda, in an interview with the Huffington Post.

• A major benefit of commercialization is the increased accessibility of yoga to the masses. With yoga being offered in more venues, by more teachers and in more styles than ever before, the ways that anyone can get involved increase dramatically.

Evaluation

Solution – Middle Path

Being aware of the opportunities created by commercialization, while at the same time taking on only those that support one's authentic values. In this way, yoga as a culture and a movement can thrive within the industry it has created thereby transcending conflicts that exist between the extremes of supporting either commercialization or authenticity alone.

Module 4

Make the most of a polarizing brand

• When political campaign managers are formulating strategy, they measure their candidates’ negative polling numbers as a matter of course—after all, knowing what share of the electorate will never be persuaded to vote for the candidate is essential to determining how to approach undecided voters.

Capitalizing on Polarization

Placate the haters.

• One way to reduce polarization is to do what most of us do when confronted with people who dislike us: try to change the haters’ minds. This is the strategy that usually feels the most straightforward and comfortable.

Poke the haters.

• Some companies succeed by intentionally antagonizing brand detractors. This can create buzz and reinforce the brand’s connection with its most enthusiastic consumers, because people often feel compelled to defend a favorite product that has come under attack. And the defense mounted by fans often sways neutral consumers into becoming supporters.

Amplify a polarizing attribute.

• Often a single characteristic is responsible for the deep schism between a brand’s fans and its detractors. Instead of seeking to narrow the gap and reduce the haters’ rancor, some companies decide to create new products that amplify the point of differentiation, in the hope of bolstering loyalty among (and revenue from) diehard fans.

Creating Polarization

Drive a wedge in the market.

• Because they know that trying to “be all things to all people” can backfire, marketers often target a specific consumer segment. In some cases, such segmentation increases polarization, which in turn can boost revenue.

Launch a provocative ad.

• In other instances, marketers may try to increase a brand’s visibility by running ads all but designed to turn off a certain share of viewers.

• Managers should avoid relying on averages; they need to dig deeper to uncover and understand the full range of attitudes toward their products.

Thanks