...Most of us grew up learning about 'the 4Ps' of the marketing mix: product, price, place, promotion. And this model still works when the focus is on product marketing. However most developed economies have moved on, with an ever-increasing focus on service businesses, and therefore service marketing. To better represent the challenges of service marketing, McKinsey developed a new framework for analyzing and improving organizational effectiveness, the 7S model: The 3Ss across the top of the model are described as 'Hard Ss': STRATEGY: The direction and scope of the company over the long term The strategy of HUL has been to introduce new and innovative products at competitive price in the market which gives value for money. This is the prime reason that the company emphasizes a lot on research and development. This is why it has been termed as the most reputed FMCG brand in the country. STRUCTURE: The basic organization of the company, its departments, reporting lines, areas of expertise, and responsibility (and how they inter-relate).Hindustan Unilever Limited is India's largest Fast Moving Consumer Goods (FMCG) company. It is present in Home & Personal Care and Foods & Beverages categories. HUL and Group companies have about 15,000 employees, including 1200 managers.The fundamental principle determining the organisation structure is to infuse speed and flexibility in decision-making and implementation, with empowered managers across the company’s nationwide...
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...Marketing Project: STP & 4P Analysis of Colgate Strong Teeth by Group 6 Segmentation Segment 1 Benefit Sought Strong Teeth & Cavity Free Segment 2 Freshness & Shiny Segment 3 Price Segment 4 Prevent Decay Age Behavioral Psychographic 5-12 Heavy Users Demonstrate Success to Peers 13-30 Medium Users Seek fashion Entertainmen t Niche oriented products, Smokers Trendy and Fun Loving But resource constrained 30-45 Low Users Most probable decision makers for switching brands Value in Products 45+ Low Users Elderly, Conservative, Conventional, Passive, Loyal to brands Functionality in products Targeting Colgate Dental Cream Strong Teeth Primary benefit Provided is STRONG TEETH PRIMARY TARGET GROUP Children of Age 5-12 Make Up Heavy Users Seek Strong & Healthy Teeth Positioning Attribute Positioning – “ Contains unique mix of Calcium & Minerals” Benefit Positioning – “Strong Teeth + #1 Anti Cavity Protection” Quality/Price Positioning – “Low Cost & IDA approved” Postioning statement Our product ‘Colgate dental cream – strong teeth’ is the most trusted anti cavity toothpaste among all the leading toothpastes because it has unique mixture of calcium and minerals for strong teeth PRODUCT (1/2) What ? - A dental cream for oral hygiene Why ? – Number 1 anti-cavity protection recommended by dentists Since when ? - Colgate has a rich history in keeping oral hygiene of the world since 1873 Benefits • • • • • • Offers...
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...is currently growing at 14%. With 12.2% of the world population living in the villages of India, the Indian rural FMCG market is something no one can overlook. MarketingMix : Marketing mix refers to the set of tools used by a company to promote and sell its brands or product in market. “The most important decisions, and indeed the essence of the marketing manager’s task within a company, are decision about the controllable marketing variables: termed the 4Ps: product, price, place and promotion.” On contrary to the traditional 4P’smodel, some of the marketers are adopting the 4A’smodel, which is considered to be more customers oriented. As per figure 2, “The4A’s of rural marketing mix i.e. Affordability, Availability, Acceptability and the Awareness have been now universally accepted both by practiconers and the academicians, as touch stone for the success of any product/ business strategy in the rural market. What 4P’s are to main stream marketing, the 4A’s are for the rural marketing.” Marketing Mix –The HUL Way: How far should a giant company go to understand poor customers in faraway markets? How does such a company manage to sell its product profitably to hundreds of millions of people, dispersed and isolated, with hardly any disposable income to spend? How does it develop brand loyalty in markets where, for generations, people have chosen to buy the product that was cheapest or the...
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...appreciate the element of surprise! Our special story shall take you through some intriguing and creative Guerrilla marketing. Indulge yourselves with MARKSMAN traditions such as TWEETS, ITS ALL ABOUT AD-ITUDE, REWIND and get acquainted with our new addition “SQUAREHEAD”! We, at Interface are overwhelmed by the increasing number of entries we have been receiving in response to our call for articles. We take this opportunity to thank all our readers for their enthusiasm and for making our job more challenging- we love it! Keep writing in! We would also like to congratulate the winner of our featured articles section Mr. Abhimanyu Sukhwal. Our featured articles shall take you through the unique, penniless marketing of Old Monk; explore how 4Ps are being used to sell not just products or services but also socio-politico awakening, case in point, AntiCorruption campaign by Anna Hazare; next we open the Pandora‟s box...
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...Green Marketing – Opportunities & Challenges Abstract: Although environmental issues has inclined all actions but very few academic disciplines have inculcated green issues into their literature. Even till dated it has not been inclined a must be taught subject in all most all management and related higher education level but one business area where environment issues have received a great deal of importance is marketing. Now a days modern business houses have accepted green marketing as a part of their strategy. Green marketing subsumes greening products as well as greening firms. In addition to manipulating the 4Ps (product, price, place and promotion) of the traditional marketing mix, it requires a careful understanding of public policy processes. This paper will attempt to introduce – the terms and concept of green-marketing; about the importance of green marketing; examine some reasons that make the organizations interested to adopt green marketing philosophy; it also highlights some problems that organization may face to implement green marketing and it’s managerial implications along with few case points. WHAT IS GREEN MARKETING? So in this scenario of global concern, corporate houses has taken green-marketing as a part of their strategy to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. Clearly green marketing is part and parcel...
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...≈√ Guidelines on Credit Risk Management Rating Models a n d Va l i d a t i o n These guidelines were prepared by the Oesterreichische Nationalbank (OeNB) in cooperation with the Financial Market Authority (FMA) Published by: Oesterreichische Nationalbank (OeNB) Otto Wagner Platz 3, 1090 Vienna, Austria Austrian Financial Market Authority (FMA) Praterstrasse 23, 1020 Vienna, Austria Produced by: Oesterreichische Nationalbank Editor in chief: Gunther Thonabauer, Secretariat of the Governing Board and Public Relations (OeNB) ‹ Barbara Nosslinger, Staff Department for Executive Board Affairs and Public Relations (FMA) ‹ Editorial processing: Doris Datschetzky, Yi-Der Kuo, Alexander Tscherteu, (all OeNB) Thomas Hudetz, Ursula Hauser-Rethaller (all FMA) Design: Peter Buchegger, Secretariat of the Governing Board and Public Relations (OeNB) Typesetting, printing, and production: OeNB Printing Office Published and produced at: Otto Wagner Platz 3, 1090 Vienna, Austria Inquiries: Oesterreichische Nationalbank Secretariat of the Governing Board and Public Relations Otto Wagner Platz 3, 1090 Vienna, Austria Postal address: PO Box 61, 1011 Vienna, Austria Phone: (+43-1) 40 420-6666 Fax: (+43-1) 404 20-6696 Orders: Oesterreichische Nationalbank Documentation Management and Communication Systems Otto Wagner Platz 3, 1090 Vienna, Austria Postal address: PO Box 61, 1011 Vienna, Austria Phone: (+43-1) 404 20-2345 Fax: (+43-1) 404 20-2398 Internet: ...
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