...Contents Contents 1 1. Key Challenge 2 2. Segmenation 2 3. targeting 3 4. Positioning 4 5. Interview with dlf 4 6. Product 5 7. Pricing 6 8. PROMOTION 7 9. PRODUCT MIX 9 10. CONCLUSION 11 11. references 11 1. Key Challenge As part of Part I of the project we did a situational analysis for Sobha covering the 3Cs (Company, Customer, Competition) and came up with a list of major challenges that Sobha faces. In this report, we kept our focus is in doing a STP (Segmentation, Targeting and Positioning) analysis for Sobha and come up with a list of recommendations that Sobha can consider to effectively handle those challenges. Though the real estate sector in general experiences several common challenges like spiraling input costs, shortage of labor, global liquidity crunch etc. Sobha's marketing-specific challenges are the following in our view – 1. Get recognized as a major pan India player in the real estate segment 2. Competing with established all-India players like DLF, Unitech etc In this paper we discuss on how Sobha can leverage its unique differentiating factors like full backward integration, reputation on quality etc and effective marketing mix to address the above challenges. 2. Segmenation The real-estate industry can be segmented broadly under the following heads – 1. Individual a. Affluent b. Upper middle-class c. Middle-class d. Low income group 2. Corporate ...
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...insights with the local insights. The marketing report of the brand should match the region’s attitude so that the product can fulfill and satisfy the customer’s need and expectation. The packaging is designed in such a manner that it should it is able to create a Recall value among the prospective customers. It should stand out among its competitors because majority of the purchases are impulsive buying’s. Price is decided as per the economic situation and spending pattern of the target market. Distribution pricing strategy is determined in such a way so as to suit all forms of trade (GT, LMT, and IMT) along with customer’s purchasing power. Promotion was the most important ingredient in the revival of Surf Excel. The event Paint Masti created a name of the brand. Relaunch of the Surf with the tagline “Dirt is Good” helps in differentiating the product, because all other brands are still focusing on the fact that dirt is bad. The selection of place to communicate the brand’s message is a crucial process. The team of Surf Excel chooses the most effective media, be it print or electronic, at the most economic and effective time. The target market of Surf Excel is mainly Housewives as deciders, whereas children as influencers. Surf Excel is available in 4 different packages so that every income bracket can purchase it. The product this year showed a robust growth and increased profit. This reflects the strong brand equity of Surf...
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...Term paper submitted in partial fulfillment of the requirements of the Undergraduate Degree in Bachelor of Business Administration (Honours) J. D. Birla Institute at the Jadavpur University at Kolkata DECLARATION I declare the following: The word count of the dissertation is 11,200 words (approx) The material contained in this dissertation is the end result of my own work. Due acknowledgement has been given in the bibliography and references to all sources be they printed, electronic or personal. I am aware that my dissertation may be submitted to a plagiarism detection service where it will be stored in a database and compared against work submitted from this institute or from any other institutions. In the event that there is a high degree of similarity in content detected, further investigations may lead to disciplinary actions including the cancellation of my degree according to Jadavpur University rules and regulations. I declare that ethical issues have been considered, evaluated and appropriately addressed in this research. I agree to an entire electronic copy or sections of the dissertation to being placed on the e-learning portal, if deemed appropriate, to allow future students the opportunity to see examples of past dissertations and be able to print and download copies if they so desire. Signed: Date: Name: Sweta Prahaladka Roll no - 119 Supervisor: Mr. Shantanu P.Chakraborty ACKNOWLEDGMENT A project...
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... BRAND JOURNAL SUBMITTED TO- PROF. KOKIL JAIN SUBMITTED BY- ANUJ DIWAKAR ENROLLMENT NO- A1802011097 SECTION-C * Will Cinthol's new ad campaign be able to capture youth's attention? If Karen Lunel bathing under a waterfall gave Liril a shot in the arm, Vinod Khanna running on the seashore did the same for Cinthol. After Khanna, the other heartthrobs who lent their face (and other body parts too) to Cintol were Imran Khan, Shah Rukh Khan and Hrithik Roshan. However, what Lunel did for Liril, Cinthol could not quite duplicate with all the hunks put together — perhaps because shopping trips in large parts of India are still a male domain. But times have changed and so has Cinthol. The new advertising campaign for the brand, conceived by Creativeland Asia (CLA) is devoid of any wellknown face but has a bunch of young people bathing in several unlikely, improbable parts of the world. There's a good reason for that. "Our consumer research showed shifts in lifestyle and that every individual wants to live life to the fullest. Personal grooming plays a very important role in a person's life, and we found a good opportunity there," explains Sunil Kataria, EVP - marketing & sales, Godrej Consumer Products LtdBSE -1.12 % (GCPL), which owns Cinthol. Launched in 1952, Cinthol was born much later than it biggest competitor in the 'popular' segment of toilet soaps, Lux (1929),...
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...ANALYSIS OF HUL ON 4P’S OF MARKETING AND ITS CONSUMER BEHAVIOUR A PROJECT REPORT CERTIFICATE OF COMPLETION BONAFIDE CERTIFIACATE Certified that this project report “ANALYSIS OF HUL ON 4P’S OF MARKETING AND ITS CONSUMER BEHAVIOUR” is the bona-fide work of “ASHISH KUMAR SAINI” who carried out the project work under my supervision. ……………………………… ………………………………… Dr. Kriti Priya Gupta Miss. Subodh Choudhary (ACADEMIC CO-ORDINATOR PGDM) (SUPERVISOR) IAMR Ghaziabad DECLARATION I, Ashish Kumar Saini, hereby declare that the project work entitled “ANALYSIS OF PUREIT ON 4 P’S OF MARKETING AND CONSEMER BENHAVIOUR” is an authenticated work carried out by me at HINDUSTAN UNILIVER LIMITED under the guidance of Miss. Subodh Choudhary for the partial fulfillment of the award of the Diploma of PGDM and this work has not been submitted for similar purpose anywhere else except to IAMR, Ghaziabad, approved by AICTE. Date: Place: (ASHISH KUMAR SAINI) ACKNOWLEDGEMENT I take this opportunity to express my gratitude to the Management of HUL at Jaipur for providing me the opportunity to get an exposure of their esteemed unit. I am sincerely thankful to the HR department for coordinating my training and explicitly express my thanks to Mr. Shahnawaz Alam for their continued help and guidance during my stay there. Last...
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...situation, the point of view of Palmolive Natural’s senior product manager Gigi Alvarez, is being considered. As the person in the top product management level, she has an overall view of the situations in the company and as well as the outside environment. She spearheads plans, strategies and action regarding the products they have, so she will have, if not full, information regarding different situations and happenings in the business. As a senior, she is accountable for the products of Palmolive shampoo, thus greater scope will be considered in decision making. III. Market Situation Analysis A. Strengths and Weaknesses, Opportunities and Threats Strengths Palmolive Naturals is a well-known brand of shampoo produced by Colgate-Palmolive Company. It is the best brand market leader in the Philippines in 1996. It also has a 2-point market lead over Pantene. Being a...
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...Analysis and Evaluation of H&M’s Market Success: Does the Company Educate its Consumers or Does it Serve a Unique Market Segment? ABSTRACT In the current retailing market, Hennes and Mauritz AB (H&M) remains a unique phenomenon in part due to the observable difference in the behavior of the company’s customers. This study evaluates two theories attempting to explain the deviation in H&M customers’ behavior-patterns. The first theory suggests that the customers’ behavior is attitude-bound and learned-taught through the customer-company interaction. The second theory argues that H&M customers belong to a genuinely unique market segment. The researcher surveyed 160 shoppers at H&M and one of the department stores and used a grounded-theory approach to analyze the data. The results substantiated the first theory claiming that shopping behaviors were taught and learned. The study had an important practical value. However, its results were subject to l reliability and validity threats; thus, further research would be required to confirm the findings. I. INTRODUCTION The issues of consumer relationships have been the focus of marketing research inquiries for at least a century. In the last decade, with the discovery of organizational core competences, relationship knowledge experienced a new wave of research interest and was named among the leading “strategic powers” of an organization (Hamel & Prahalad 1994, pp. 3-5; Bergenhenegouwen et al. 1986, p. 29). Hennes and Mauritz AB (H&M)...
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...Opportunities for Action in Consumer Markets Trading Up: The New Luxury and Why We Need It Trading Up: The New Luxury and Why We Need It In the history of man, there have always been goods reserved for the upper classes. In ancient Rome, the elite built lavish marble baths for entertaining friends and allies, while the masses waited in line at public baths. In late-eighteenth-century France, the aristocracy turned to saddle maker Hermès for the perfect seat, while commoners had to walk through wet and muddy streets. But today we are witnessing a different phenomenon: the democratization of luxury. We define it as middlemarket consumers selectively trading up to higher levels of quality, taste, and aspiration. The democratization of luxury is occurring across a surprisingly broad set of categories, and it is destabilizing competition, creating new winners and losers, and offering new rules for brand strategy. Already, this force has transformed a score of markets. (See Exhibit 1.) Many more categories are ripe for the taking. The question for established marketers is, Who will be first to bring the new luxury to my category? To understand this movement, you must first appreciate the differences between the new luxury and the old, as well as the powerful emotional and economic forces behind consumers’ propensity to trade up and seek quality. It’s Not Your Father’s Luxury Old luxury is expensive. Only the really rich—a small segment, typically over 50 and conservative—can...
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...'for whites only'. Perhaps the long years of colonial occupation have ingrained this fascination for white skin in the psyche of Indians. Or perhaps it is the fact that the traditionally higher castes in the country were of a somewhat fairer complexion than the lower castes. India Today, a popular magazine which did a story on fairness creams, mentioned that even the gods supposedly lamented their dark complexion as in a myth in which the popular dark-skinned god Krishna sang plaintively, 'Radha kyoon gori, main kyoon kala?' (Why is Radha so fair while I am dark?). The feature also mentioned that the ancient Ayurvedic sage Charaka wrote thousands of years ago about herbs that could help make the skin fair. This is what Sudarshan Singh, a brand manager with Nivea, has to say: 'Whitening emerges as the prime need. Since Indian men spend a lot of time outdoors, they desire to reverse the effect of the aggressive factors and hence use whitening creams'. And Ramesh Viswanathan, Executive Director of CavinKare, another company that makes fairness products, said: 'There is an overwhelming need for fair skin. People don't relate to "soft skin without blemishes" as much as when the fairness benefit is layered into it'. Whatever the reason, the case of Fair & Lovely, and...
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...Fairever Fruit Fairness Cream Date: April 18th, 2008 ( Submitted in partial fulfilment of the II semester course Requirements of MBA 2008-2010 batch) Submitted by Group No:10 K. ASWINI NAIR (CB.BU.P2MBA08043) NANDAGOPAL N (CB.BU.P2MBA08059) SINDHUJA DURGA R (CB.BU.P2MBA08099) SOORYA SOMAN (CB.BU.P2MBA08101) SOUMIA S (CB.BU.P2MBA08103) SREEDEVI AJITKUMAR (CB.BU.P2MBA08105) 1 CERTIFICATE This is to certify that we, the students of Amrita School of Business, are submitting the following document as part of the partial fulfilment of the Marketing Management course requirements of second semester MBA for the batch of 2008-10. The report stands genuine to the best of our knowledge and a tool to be used, only with the objective of academic reference. Any deviation from the above stated, is liable to be termed unethical malpractice and subject to forfeiture of the acknowledgement of the efforts of the students responsible. The following work has been carried on under the able guidance of our Professor Dr. Deepak Gupta. Date: April 18th, 2008 Students, Amrita School of Business Attested by (Signature) Prof. Dr. Deepak Gupta Professor (Marketing) Amrita School of Business 2 ACKNOWLEDGMENT We have a great pleasure in thanking prof.Deepak Gupta for giving us an opportunity to do a project on Market Reasearch.We would also thank our mentor, Mr.Karthikeyan for his sustained and adequate guidance. We would like to thank staffmembers for their support We thank them for their readiness...
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...Journal of Economics and Behavioral Studies Vol. 2, No. 4, pp. 138-150, Apr 2011 Factors Affecting Retailers Attitude towards Manufacturers: A Study on Unilever Intisar Alam, 2Afreen Choudhury* Business School, BRAC University, Bangladesh 2Faculty of Business Administration, East West University, Bangladesh *ac@ewubd.edu 1BRAC 1Muhammad Abstract: The study addresses broadly the performance related issues as to what extent is the impact of various factors responsible in terms of retailers for doing business with manufacturers in FMCG (Fast Moving Consumer Goods) sector at Dhaka in Bangladesh. The theoretical framework was designed based on the literature and hence two hypotheses were formulated. The samples were selected by Proportionate Stratified Sampling method. The data were collected by distributing 10 items questionnaires to 50 retailers under different categories in Dhaka. The questionnaire was developed on the basis of exploratory research which were used to measure retailers attitude. Data collected were sorted out and keyed in into SPSS and were analyzed using descriptive statistics to answer the research question. Using the Factor analysis we have extracted four factors and named those factors as Manufacturer’s Production Standard, Managerial Efficiency, Promotional Capability and Customer Solution Capability. The result of the Multiple Regression analysis showed that there is a significant relationship between retailers’ attitude (dependent variable) and the factors...
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...Global Marketing The foreign marketing involvement of a manufacturing company may widely vary from a state of no direct involvement to a state of total involvement. Several types of involvement are generally observed, even though they are not mutually exclusive nor sequentially progressive. Depending on the kind and degree of its involvement in foreign marketing, a firm has to re-orient and re-organize its activities to cope with different levels of operational responsibilities inherent in such involvement. To throw some light on the issue, some guidelines are available from what is called EPRG orientation. The EPRG framework attempts, four broad types of orientation of a firm towards foreign marketing. This paper aims to suggest a model to assist when deciding which foreign investor to select. In much of the current literature on the problem faced by the small transitional countries/companies, globalization by foreign transnational companies (TNCs) is considered to be the generic expansion strategy. The question is, however, which foreign investor to select. The paper evaluates the potentials of the EPRG scheme (Ethnocentrism, Polycentrism, Regiocentrism, and Geocentrism) in choosing foreign investor. It enables company to analyze and predict its competitors' behavior. (Biljana Crnjak-Karanovič). The Ethnocentric, Polycentric, Regiocentric, and Geocentric Framework (EPRG) dates back to Perlmuter (1969) and his associates Wind and Douglas (1973). The EPRG framework identifies...
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...tune of more than 60% ● They are the future consumers of all brands “They are mavens who give a good sense of the ‘next big thing’. They provide strong indicators of where the market is going” JASON LEVIN, MD OF HDI YOUTH MARKETEERS W HY should the world care if nine-year-olds prefer Milo cereal to Coco Pops? So what if teens want to watch Trace this year when they were hooked on MTV last year? And if youngsters’ primary device is a cellphone, is that really going to change the world? Although less often than before, we are still confronted by “youth cynics” after the Sunday Times Generation Next study is published every year. Their concern, generally, is that youth are still a relatively marginal market segment, so why do a brand preference study? South Africa, like most developing countries, has a very young population — more of our citizens are 22 — the age limit of the study — or younger than those who are older. So, with a sample set aged between eight and 22, the study tracks the consumer behaviour and preferences of a large, not small, part of the market. The segment is also significant for other reasons: ý Their annual direct spend, as per the study, is over the R95-billion mark; ý They are key household influences — to the tune of more than 60% in categories such as groceries, treats, eatout venues, technology, holiday destinations and more; ý They are the future consumers of all brands —...
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...Final Report A Study of the Product Launch & Targeting Strategy followed by Emami Fair & Handsome Under the Esteemed guidance of Prof. Avinash Kapoor Section – C Group – 8 11P156 Rahul Pinnamaneni 11P157 Rajat Shriram Barve 11P158 Rakesh Ranjan 11P159 Piyush Rathi 11P160 Rohan Garg Executive Summary This project aims to find the underlying market conditions which prompted Emami to attempt the launch of a fairness cream especially for men, the subsequent steps they followed, strategies implemented, test marketing conducted in the Southern states of Andhra Pradesh and Tamilnadu, before they actually hit the market. Studying the launch of successful products which are market leaders is always interesting, more so in this case because Emami has the rare distinction of creating a whole new segment of male fairness cream users with the launch of their product Emami Fair &...
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...Maria Vasilenko 223901 Feasibility of using biosensors for heavy metal detection in complex matrices such as bio-slurries. Master of Science Thesis Examiners: Professor Matti Karp Professor Raghida Lepistö Examiner and topic approved in The Science and Bioengineering Department Council meeting on 7.11.2012 Abstract TAMPERE UNIVERSITY OF TECHNOLOGY Master‟s Degree Programme in Science and Bioengineering Vasilenko Maria: Feasibility of using biosensors for heavy metal detection in complex matrices such as bio-slurries. Seminar paper, 97 pages November 2012 Major: Biotechnology Examiners: Matti Karp, Raghida Lepisto Keywords: environmental pollution, heavy metals, biosensors, slurries The quality of bioslurries that are used in industrial production and agriculture need to be watched very closely to avoid spreading of contaminants on area and poisoning of humans and animals. Because heavy metals are very stable and toxic in many chemical compositions, their amount should be estimated very thoroughly. A new approach that involved biosensors was tested in this study. Because the slurries are complex non-unified matrices which composed of two phases – solid and liquid, the cell behavior can varies a lot from the one that explained in water and so the estimation of ion concentration can be not reliable. It was shown that the cell actually behave different in the slurries. Normally the dissolved compounds suppress the biosensor activity and, in the same time, the ions in the...
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