Disha Marketing Session

August 2014

TEAM DISHA
Agenda

What is Marketing?

Selection Process

Segmentation

Positioning

Line extension vs. Brand extension

Liquid Hand wash case

© TEAM DISHA, 2014 1

Agenda

What is Marketing?

Selection Process

Segmentation

Positioning

Line extension vs. Brand extension

Liquid Hand wash case

© TEAM DISHA, 2014 1

What is Marketing?

• Marketing is about finding need gaps, and creating, communicating

and delivering value to the consumer in a way that benefits the

organization and its stakeholders

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Agenda

What is Marketing?

Selection Process

Segmentation

Positioning

Line extension vs. Brand extension

Liquid Hand wash case

© TEAM DISHA, 2014 1

A Marketing Selection Process has Two Main Parts
Group Discussion and Interview

• The Group Discussion

• Topics can vary widely, can be activity-based
• Clarity of thought & approach to the problem

• The Interview
• A combination of HR + Functional questions
•
Ability to observe and analyse every aspect of a problem
statement is noted
• At the end, have an intelligent question to ask
• Growth Path in the firm
•
•
Questions relevant to the role
• Questions regarding different practice areas of a firm – deep dive
• Queries around staffing pattern: Local/ Regional/ Global

Clarity around project team structure

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Agenda

What is Marketing?

Selection Process

Segmentation

Positioning

Line extension vs. Brand extension

Liquid Hand wash case

© TEAM DISHA, 2014 1

STP: Segmentation

What is it?
Market segmentation is involves dividing a broad target market into subsets
of consumers who have common needs, and then designing and
implementing strategies to target their needs and desires using media
channels and other touch-points that best allow to reach them

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STP: Segmentation

Geographic Demographic Psychographic Behavioral

Life style:
Age, race, Activities,
Region Occasion specific
Gender Interests,
Opinions

Income,
City (Tier I vs. Tier Education, Personality Benefits
II) Occupation

Urban vs.
Family size, family
Rural Social class Usage Rate
life cycle
Areas

Socio-economics Attitude Towards

Product

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Agenda

What is Marketing?

Selection Process

Segmentation

Positioning

Line extension vs. Brand extension

Liquid Hand wash case

© TEAM DISHA, 2014 1

STP: Positioning

What is it?
Positioning is also defined as the way by which the marketers create an
impression in the customers mind

What is the difference between positioning and perception?

Positioning is the unique image which a marketer aims to make in the
target consumer’s mind. Perception is the image which a consumer
forms about the product on its own based on his comprehension.

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 Identify the brands

HUL

So what is positioning?

POSITIONING POSITIONING

WHOLESOME HUL ITC NATURAL

TASTY HIGH QUALITY WHEAT
NUTRITION

© TEAM DISHA, 2014

Agenda

What is Marketing?

Selection Process

Segmentation

Positioning

Line extension vs. Brand extension

Liquid Hand wash case

© TEAM DISHA, 2014 1

Line extension vs. Brand extension

Line extension
Line extension refers to the expansion of an existing product line. For instance, a soft drink
manufacturer might introduce a "Diet" or "Cherry" variety to its cola line, while a toy
manufacturer might introduce new characters or accessories in its line of action figures. In
short, line extension adds variety to its existing product for the sake of reaching a more diverse
customer base and enticing existing customers with new options

Brand extension
Brand extension refers to the expansion of the brand itself into product categories. For
instance, if a soft drink manufacturer unveils a line of juices or bottled water products under the same
brand, this would constitute an example of brand extension. The brand, or company,
is an established name, and so the name alone can serve to drive customers to try new
products completely unrelated to the older product lines

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Line Extension or Brand
Extension?

© TEAM DISHA, 2014

Agenda

What is Marketing?

Selection Process

Segmentation

Positioning

Line extension vs. Brand extension

STP of Liquid Hand wash

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Segmenting, Targeting and Positioning

Segmentation:
• Dettol/Lifebuoy
­ Basis for segmentation: Geographic, Demographic, Behavioural, Psychographic

Targeting:
• Target the segment – Profitability
­ Should be accessible, measurable, substantial etc

Positioning:
• Should appeal to the target segment
• Should be unique, create a distinctive image for the product
­ Dettol(Specially suited for hands, 10 times better protection) vs Lifebuoy(99%
germ protection in 10 seconds)

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Framework Marketing Mix – 4Ps

Product Price

4P

Promotion Place

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Framework Marketing Mix – 4Ps

Product Customer Solution

Price Cost to satisfy

Place Convenience to buy

Promotion Communication

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4 Ps

 Product
• Points of Parity: Hygiene factors in the product category
­ Example: Germ Killing
• Points of Difference: What is it that your product offers that
others don’t
­ Example: Better Fragrance, Smoother Skin etc
 Price
• Target market specific, Reference pricing
• Category Pricing:
­ Example: Dettol, Lifebouy cost approximately the same, Rs
45
• Channel Margins:
­ Company, Wholesaler, Retailer

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4 Ps

 Place
• Available at the right place, at the right time, in the right
quantity
• The product should be easily reachable for the target group
• Distribution channels and levels

 Promotion
• Communication mix
• Media mix – Factors to be considered for selecting media
• Trade promotions
• Consumer promotion

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Test Marketing/ Pilot Market

 How to Choose a Test Market

• Should be representative of the overall market

 Factors that can be tested

• All 4P’s
­ Example: Product attributes, Price points, Consumer
perception, Acceptance of the ad message

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Definition Revisited

 Creating Value
• STP

 Providing Value
• Product Development
• Pricing
• Sourcing/Manufacturing
• Distribution/Servicing

 Communicating Value
• Advertising
• Demonstrations

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New Product Development

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How to generate ideas while discussing any product ?

Use of top-down approach

• Start with the top level of the product e.g. Liquid Soap bottle
• List down the various sub-components that it possess e.g. Nozzle, Bottle body, liquid soap

Liquid soap
case

• When you want to develop

Soap case body Nozzle Liquid Soap
any new product, you can
just play with these
Body material
Colour of the components & create a new
Size & shape soap
product
• (Of course, all combinations
Body colour Smell
are not logical, but this
approach gives you an idea
about different SKUs that
Touch & feel of you can generate)
the soap

Foam produced
by the soap

© TEAM DISHA, 2014

Must know

 Different between
• Sales & Marketing
• Push & Pull
• Customer, Buyer, Consumer
• High & Low Involvement Product
• Needs, wants & demand
• Brands & commodities

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Useful Links

• http://indiafoodbrief.com/
• http://marketingpractice.blogspot.com/
• Brand Equity Section of ET
• Brand World Section of Business Standard

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Contact Details

Aakarsh Khemka Abhishek Anand Akshay Gambhir Anirbed Mondal Harkirat Bedi
HUL Cadbury Mahindra Cadbury PepsiCo
7753837880 9198727924 7860300061 9051055075 9792473297

Kaustav Das Monik Chaudhry Naina Lall Vrinda Maheshwari Sonal Jaiswal
Dabur P&G Coca-Cola ABG ChannelPlay
8874253211 9792864204 9839804358 9650594944 8173875741

© TEAM DISHA, 2014