Principles of Marketing

Customer Expectations

What does every customer want when making

a purchase?
 Customer Expectation

You Want the Greatest Return On Investment.

And for a customer ROI is:

“Value Proposition”
 Value Proposition

 “What the customer gets for what the

customer pays.”
Wikipedia

 “A business or marketing statement that

summarizes why a consumer should buy a
product or use a service.” Investopedia
APPLE iPHONE
Value Proposition

“Intended for style-conscious cell phone

consumers who would like to browse the
Internet and enjoy entertainment to-go, the
iPhone is a smart phone that combines a web
browser, email, iPod and personal computer
into a single, fashionable, easy-to-use
device.”
Needs Met by iPhone

CONSUMER NEED CORRESPONDING BENEFIT

 Stay in touch while on the  E-mail, instant messaging

go. and phone.
 Record information while  Applications for notes and
on the go. record keeping.
 Perform many functions  iPod, phone, video, TV
w/o carrying multiple shows, internet and PDA.
gadgets.
 Style and individuality.  Apple branding as fashion
statement.
Needs Met by iPhone

CONSUMER NEEDS CORRESPONDING BENEFITS

 Organize and access  Wireless access to calendar

contacts and schedule & address book to check
details. appointments & contacts.
 Larger memory capacity.  Built in memory up to
32GBs.
 User friendly touch screen  A User Interface (UI) touch
smart phones. screen.
 Light weight and thin  Weight 4.8 oz. / 135 gm
phones. and 0.46 inch / 11.6mm
thin.
The Product
 Smart Phone  PDA, Camera,
 Multi-touch Screen Computer
 Colors:  Built-in Battery
 Black  Price:
 White  8Gb – Rs. 41990
 Memory up to 32Gb  16Gb – Rs. 47990
 Wi-Fi wireless  32Gb – Rs. 79800
technology
 iPod
Benefits

 Widescreen iPod:
 Touch controls
 3.5 inch screen iPod with touch controls
 iTunes library access
▪ Videos
▪ Songs
▪ Movie previews
▪ Lyrics
▪ Album Art
Benefits (Contd.)
 Wireless Internet:
 Wi-Fi enabled Internet  Internet email
Device ▪ Rich HTML email
▪ Auto Wi-Fi detection  Widget Applications
▪ Bluetooth ▪ stock quotes
▪ GSM ▪ sports scores
▪ weather reports
▪ EDGE
▪ traffic updates
 Full Feature Browser
 Syncs automatically
with a Mac or a PC
Benefits (Contd.)

 PDA features:
 Appoint calendars
 Contact list
 Photos
 Emails
 Documents.
 Built-in Camera
 Apple iOs operating system.
Edge over Competitors
 The major competitors of iPhone are:
 Blackberry Storm
 Samsung Omnia 1900
 LG KE850 touch phone
 HTC HD2
 iPhone’s edge:
 Ease of use
 Fashionable
 Web Browsing
 Media Player
 Screen
 Pc Functionality
 Competitors

Samsung Blackberry Storm LG KE850

Omnia 1900 vs. iPhone
Competitors

HTC HD2
Winning Phone

 Despite all the features of other phones,

iPhone is still the winner.
 For years no other phone has even come
close to it.
TAPAL ICE TEA
Value Proposition

“Refresh your attitude with Tapal Iced Tea, a

non-carbonated blend of real tea, exciting
peach flavor and Vitamin-C. Drink Tapal Ice
Tea to bring an attitude in life.”
Values

 Tapal say’s:
“Truly Yours”
 And:
“Never compromise on Quality”

 And the Ice Tea Slogan reads as:

“CHILL KARO!!”
Values

 The Brand Manager say’s:

“We know our product is about more than

refreshment though. It’s about chilling out
and sharing good times with family and
friends. We believe that this product is one of
the best ways to kick back and have fun this
summer.” 
 The Product

 Tea Beverage
 Ice Tea flavors
 Peach
 Lemon and Lime
 Pink color- aspect of freshness.
 Can and Sachets both.
 Price
 Tin Pack 330 ml – 30 Rs.
 Sachet 15 gm – 6 Rs.
Distinctive Features

 Distinctive Taste
 Freshness
 Healthy
 Innovative
 High Quality
 Consistent
 Refreshing & Energizing
Distinctive Features

 Sweet taste of Peaches

 No Preservatives
 No Artificial Flavors
 16% Sugar – less then regular soft drinks
 Made from real Tea blends
 Caffeine and Theanine
 Product style and Design
Advantages

 Opt for the Healthy Drink – Iced Tea

 Energizes You
 Sharpens your Wits
 Hydrates You
 Doesn’t hurt your Fitness
 An Anti-oxidant
 Lemony Goodness
 Safe for Diabetic customers
 Meeting your Caffeine needs in a healthy way.
Tapal Ice Tea Vs Competitors

 Major competitor
 Unilever’s Lipton
 Lipton’s Edge:
 High market Share
 Global Recognition
 Wider Market for Hot Tea
Iced Tea - Tapal VS Lipton
TAPAL ICE TEA
 Low Priced.
 Easily available in stores.
 No Preservatives added.
 Available in Cans and
Sachets.
 No Artificial Flavoring.
 Targeting Youth
 Soft Taste.
LIPTON ICED TEA
 High Priced.
 Available in limited stores
and cities.
 Preservatives are used.
 Available in Plastic Bottles.
 Artificial Flavors used.
 Targeting high class.
 Very Strong taste.
Images
Tapal Ice Tea - Position

 Distinct image in the mind of customers.

 Youth
 Active
 Refreshing
 Fun in life
 Healthy
 Family
 Socialization
 CONCLUSION

 The two products are the

best in their respective
markets.
 They have a very loyal
and broad customer
base.
THANK YOU!!