...TERM PAPER Marketing of Services SUBMITTED TO: SUBMITTED BY: DR. SANJAY MEDHAVI, HARSHITA CHATURVEDI, DEPARTMENT OF BUSINESS ADMINISTRATION MBA MARKETING ,3RD SEM, UNIVERSITY OF LUCKNOW UNIVERSITY OF LUCKNOW. ACKNOWLEDGEMENT I, Harshita Chaturvedi, have completed this project with full determination and dedication. First of all I would like to thank our professor, Dr Sanjay Medhavi, for providing us the opportunity of presenting such an interesting topic. I had very little knowledge of the PVR Cinemas but now i have learned a lot while completing this project. I would also like to thank my sister who was of great help in providing the guidelines of how to prepare the project. Lastly, i would like to thank all those who indirectly helped me in some or the other way in completing this project. TABLE OF CONTENTS INTRODUCTION4 PVR CINEMAS5 STP OF PVR CINEMAS7 MARKETING MIX- 7 PS9 SERVICE BLUEPRINTING16 CONCLUSION 18 REFERENCES...................................................................19 INTRODUCTION Over the last decade, India has registered the fastest growth among major democracies and is now the fourth largest economy in terms of ‘‘purchasing power parity’’.Over the years, spending power has been...
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...ANNUAL REPORT 2008-09 Good economic circumstances usually make for great team-building. Its an excellent time to assemble the best talent that wants to be part of a profitable whole. With some diligence, its not difficult to get a model act together in terms of a mix of optimal goals and objectives for individuals, the team and the organization; set up systems for open and frequent communication, peer accountability; and create a culture that appreciates and bonds the team for best results. However, even in prosperous times things are never THAT perfect… and exceptional organizations more often than not, tend to get built by less than exceptional teams. And then there are times when the economy is less than booming. The times when businesses have to take tough calls. Are these a good time for building the finest teams? The last year demonstrates resoundingly that these are indeed great times to build excellent teams and very nimble teamwork. Periods when resources aren’t available for the asking, force organizations and teams to roll up their sleeves and develop REAL PEOPLE POWER. These are times when wise organizations leave behind any misguided reluctance to focus on teams and grapple squarely with the realization that without the right teams and work methods, the organization will not effectively identify and implement new ways to survive and thrive. Resource-scarce situations force huge efficiencies. They ensure that much more is achieved with less. Flatter organization...
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...WOXSEN SCHOOL OF BUSINESS WOXSEN SCHOOL OF BUSINESS REFLECTION ARTICLE-PVR LTD Vikas Muley REFLECTION ARTICLE-PVR LTD Vikas Muley MARKETING MANAGEMENT MARKETING MANAGEMENT Table of Contents Assignment on Principles of Marketing Management-Reflection Article on PVR Group 3 Assignment on Principles of Marketing Management-Reflection Article on PVR Group 1) What business is PVR in? What are the main products? Ans: PVR is majorly in entertainment business. Main products offered are: 1) It has large chain of multiplex. 2) Main product, which fascinates the customer, is the top line technology, plush interiors, great ambiance, comfortable chairs and good services. 3) Interiors resemble a five star hotel as well as cutting edge formats such as ECX and IMAX. 4) PVR is the major and famous source for watching 3D and 4DX movies. 5) Apart from multiplex, it also provides F&B services, which in turn adds flavors to entertainment. 2) How is the company trying not to fall in the ‘myopic trap’? How are they trying to redefine the entertainment market? Ans: a) Company was actually once involved in the ‘myopic trap’ of producing movies. Production of movies is good thing for any investor but not at the expense that it will affect your domain business. In case of PVR hit movies were contributing less to the profits and flop movies were affecting much for the profits...
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...Detergent wars: Nirma, Wheel & Ghari HLL entered India in 1957 and was the undisputed leader in detergent space. Surf was the most selling detergent in India. However in 1980's Surf suffered huge losses at the hands of a new and small firm, Nirma Chemicals. Nirma was launched in 1969 and its primary focus was to create a good, branded product at affordable prices. The product was priced far lower than the market leader - Surf. Nirma caught the attention of the middle-class and lower middle class customers and had such great sales that it evicted HUL's Surf from the No. 1 position in 1985. HLL then had a look at the situation and found that there was a large market segmentation in detergent space and then came up with lower priced Wheel (green) and Rin (blue) detergent powders targeted at different market segments. This segmentation helped HLL regain part of its lost market. This post deals with price wars which are becoming an essential part of business. But a cut in price is the last resort in a price war. We will discuss more on various tactics to fight a price war. I will primarily focus on price wars in the detergent space, will also chip in with more examples as and when suitable. Before i delve into more theories and strategies, lets have a look at some stats and series of events: The detergent market in India can be divided into premium (Surf, Ariel), mid-price (Rin, Henko, Tide) and popular segments (Ghari, Wheel, Nirma, Mr. White). They account for 15%...
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...BT VISION - Marketing mix In the sequence of strategic analysis and decisions, "marketing mix" analysis falls after various external and internal environmental analyses such as PESTEL analysis, Porter's Five Forces analysis, SWOT Analysis and even formulation of competitive strategies (Porter's Generic Strategies). Marketing mix is an imperative concept in modern marketing and academically it is referred to as the set of controllable tools that the firm blends to produce the response it wants in the target market, so it consists of everything the firm can do to influence the demand for its product (Kotler and Armstrong, 2004). It is important to realise that marketing mix strategy of any company can have one major function, that is, strategic communication of the organisation with its customers (Proctor, 2000). It was further argued that marketing mix provides multiple paths as such communication can be achieved either in spoken form and written communications (advertising, selling, etc.) or in more symbolic forms of communication (the image conveyed in the quality of the product, its price and the type of distribution outlet chosen). However, the key element is that the main aspects of marketing mix that will be discussed below "should not be seen as individual entities, but as a set of interrelated entities which have to be set in conjunction with one another" (Proctor, 2000: 212). The easiest way to understand the main aspects of marketing is through its more famous synonym...
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...Summer Preparatory Session PGP 2013-15 Case Based Interviews SAMPLE QUESTIONS • Our client is a large auto manufacturer who is thinking about making a device that will increase the fuel efficiency of the car by 20%. What is the market for the product? What should it be priced at? • Our client is the PVR. They want a growth strategy for the next five years? What are your recommendations? • Our client is Kingfisher. Their main product is Kingfisher beer. They want to know if they can switch from glass to plastic bottles. What are the advantages and disadvantages of such a move? Also estimate the size of the Indian Beer Market Case Based Interviews EVALUATION • Evaluation predominantly depends on your thought process and not the final solution • Normally 3 rounds of interview and one HR interview • Interviews would most probably include guesstimates as well` PREPARATION • • • • Groups of 3 (Interviewer, Interviewee, Observer) Case Handbook (ISB, IIM Indore) Case in Point One case a day Scenario #1 NEW MARKET ENTRY As CEO of Myntra.com, would you enter the online book retail market? Size Growth Rate Strategic fit Does the market entry fit the business objectives of the firm? Market state Lifecycle stage Market Gaps (Target Market) Scenario #1 NEW MARKET ENTRY Competitors and their market share Product/Service Differentiation Threat of substitutes Entry/Exit barriers Internal Development Purchase Contract Resource Acquisition Joint venture ...
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...in sales in early 2000 due to lack of retail execution, improper pricing, and lack of awareness. Lack of Retail Execution Marketing for TiVo’s DVR at the point of purchase failed in early 2000 because its product: * required extensive explanation and physical store demonstrations, * the manufacturer representatives did not give the amount of support required to market the product, * distribution partners did not have a proper appreciation for its sense of urgency, and * 50% turnover in electronic stores’ sales force made training a challenge. For example, inadequately trained sales employees pitched TiVo as a “high-end” VCR while the press called it, in part, a personal video recorder (PVR), personal digital recorder (PDR), and intelligent video recorder (IVR) collectively resulting in consumer confusion of the product. Improper Pricing Initial pricing for the product was around $1000 USD which TiVo reasoned was reasonable for those early adopters of the DVR technology. However, the price point was twice as much as most satellite systems and more expensive than most television sets. Without being made aware of the benefits of the product (as discussed above) coupled with a high price point, TiVo initially failed to develop a strong following and make anticipated sales. Lack of Awareness While TiVo achieved reliability-type marketing through its partnerships with Sony and Philips it failed to promote awareness of the brand and the DVR category. Part of...
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...Table of Contents Introduction 2 History 3 Literature Review 5 Cutting through the Clutter 7 Regulation 8 Research 9 Literature Analysis 12 Perception 12 New Mediums 14 Future Research 17 Conclusion 19 References 21 Introduction In today’s consumerist world, we are bombarded by advertising messages through virtually every medium inducing us to change our attitudes. All of the companies are screaming for our attention at once, each of which is trying to shout the loudest to be heard over the commotion. This commotion, created by the multitude of companies, blends together creating a constant buzz in the back of the consumer’s mind. It leads to a world filled with overwhelming clutter that leaves consumers trying to find a way to keep from drowning. As a result, many marketers are considering whether the advertising message is still getting through to the customer or if the message is becoming decreasingly effective in particular to the medium used to deliver the message. Marketers are becoming increasingly aware that they need to find a way to break through the clutter created in today’s culture. Some observe that a more cluttered environment reduces advertising viewing, increases avoidance, impairs advertising memories, inhibits the ability to correctly identify the brand, and has an undesirable impact of emotional responses to advertising (Hammer, 2009). This paper examines current research that is being done on traditional mediums of...
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...Marketing Theories & Practices Assignment # 1 TiVo in 2002: Consumer Behavior Submitted to Mr. Abid R. Khawaja Submitted By Muhammad Bin Zaheer 2011-NUST-EMBA-17 1. According to Keast, “there is a mystery in the sharp contrast between the inertia of prospects and the evangelical zeal of TiVo users.” As an emerging expert in consumer behavior how would you tackle that mystery? What do you think could be going on? Beyond your pet hypothesis, try to be creative and list a large number of conflicting hypotheses by taking multiple points of view. What might “evangelists” mention as a cause of their failure to sell TiVo to their friends? What might a “couch potato” say about his reluctance to buy TiVo? What would you expect a top executive at NBC to say about the situation? What explanation would the founder of TiVo love to hear? Hate to hear? For an emerging expert in consumer behavior, research is very important. This can include surveys and feedbacks from both current and potential customers. These surveys help develop not all but a little understanding of the consumer and consumer behavior while at the same time, they also help identify changing needs of the consumers and so these results can be analyzed, quantified and evaluated to make your product and consumer needs meet at a common point where both the marketer and consumer are satisfied. To sum up: * Identify potential customers and understand their needs based on their past practices and from interactive...
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...Ace Institute of Management MARKETING MANAGEMENT Case # 4: Tata Sky’s Marketing Strategies Submitted to: Mr. Ashish Tiwari Submitted by: Rupesh Kumar Shah EMBA ’11 Fall September 2012 Question 1: Examine the growth strategies of Tata Sky over the years. Answer: Tata Sky was launched in 2006. It is one of the leading India-based Direct To Home (DTH) service provider. It has crossed three million connections mark in a period of 20 months. Therefore, it is the fastest growing direct-to-home service provider across the globe. It is a joint venture between Tata Group with 80% stake and STAR Group with 20% stake. It currently offers more than 196 channels and few interactive ones; the count includes few numbers of HD channels offered by Tata Sky called as Tata Sky - HD and interactive services. Tata Sky has tied with Aamir Khan as its brand ambassador. Aamir Khan features all Tata Sky brand and product communication such as advertisements in TV, print and radio. Tata Sky has targeted to have about eight million connections by 2012. The direct-to-home (DTH) industry in India currently has about 30 million subscribers and six players. It is assumed to grow to 60 million subscribers by the end of 2013 despite the fact that the industry faces several issues such as low average revenue per user (ARPU), high cost of acquisition of content and subscribers, and various taxes such as entertainment...
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...1. Concept behind business opportunities Attributed to the advance in technology, particularly the evolution of Internet, people can access virtually unlimited amount video contents via web streaming such as YouTube. Consequently the purpose and concept about television have been changed. Traditionally it is electronic device that shows fixed channels offered by television broadcasters but more people nowadays want TV that can provide interactive features, for example watching video contents from the web whenever they wish to, accessing Internet, even want to have social network services, Facebook or Twitter. Accordingly many big TV manufacturer acknowledged new demand in the market and it led them to produce interactive TV, so called smart TV, of which is connected to Internet offering wide range of service, such as, on demand video steaming, running applications. Although it is still in infant stage, many people predict it will grow fast to suppress the traditional TV within next five or six years. Concept behind new business opportunities is to make Smart T.V. integrated with motion sensor that is able to recognise human motion or gesture. Basically it is a mix of tablet PC and smart T.V., which can be controlled by human gesture. Its primary purpose is to offer display unit with human interaction, however, upon future advance in technology it is not just limited to household entertainment device but can be extended to other areas .For example, it can be used in...
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...Institute of Management Studies DAVV, Indore. And Mrs. Nidhi Sharma Kohli Manager, Marketing Fortis La Femme, New Delhi. [pic] INSTITUTE OF MANAGEMENT STUDIES DEVI AHILYA VISHWAVIDYALAYA, INDORE. JUNE-JULY, 2007. ACKNOWLEDGEMENT A project work is done by a student with a view to learn about a topic right from its base to peak, which is altogether a collaborative work where all the staff members of the organization(where study was conducted) and all the people around the student help and teach him/her in working out the study. First and foremost I would like to thank my internal project guide Prof. P.N. Mishra for extending his incessant guidance and support. His supervision has always encouraged me to improve in my work towards perfection. I have been really lucky to have done my summer training project at Fortis La Femme, New Delhi where all the staff members have been co-operative to their utmost level. I am grateful to Dr. Gayatri Ghadiok, Managing Director Fortis La Femme for providing me the opportunity to undertake this study in this hospital. I would like to pay my gratitude to Mrs. Nidhi Sharma Kohli, Manager Marketing who has allowed me and inspired me to accomplish the study with enough enthusiasm and zeal. I sincerely acknowledge Ms. Shweta Mathur, Assistant Manager Marketing for clearing my doubts regarding my topic as well as providing the necessary guidance, whenever...
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...Journal of Marketing Communications Vol. 15, Nos. 2 – 3, April– July 2009, 139–155 Building strong brands in a modern marketing communications environment Kevin Lane Keller* E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, 100 Tuck Hall, Hanover, NH 03755, USA To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed. Keywords: customer-based brand equity; brand resonance; brand building; integrated marketing communications; interactive marketing communications Introduction The marketing communications environment has changed enormously from what it was 50, 30 or perhaps even as few as 10 years ago. Technology and the Internet are fundamentally changing the way the world interacts and communicates. At the same time, branding has become a key marketing priority for most companies...
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...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...
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...www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 3, No. 2; May 2011 The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers Dr. Hamza Salim Khraim Marketing Department, Faculty of Business Middle East University, Amman, Jordan E-mail: hkhraim@meu.edu.jo Received: January 24, 2011 Abstract The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the field are competing aggressively to capture more and more markets. The purpose of this article is to investigate the influence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi in the UAE. The seven factors of brand loyalty are brand name, product quality, price, design, promotion, service quality and store environment. Questionnaires were distributed and self-administered to 382 respondents. Descriptive analysis, one-way ANOVA and Pearson Correlation were used in this study. The findings of this study indicated that brand name has shown strong correlation with brand loyalty. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetics brand loyalty. Keywords: Female buying behavior, Brand loyalty, Cosmetics, UAE 1. Introduction The history of cosmetics spans at least 6,000 years of human history, and almost every society on earth...
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