Marketing to Win

Murali Parna
5th Dec’10
 Win with Fundamentals

Customers You

Competitors Market

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 Know your customers
- Demographics &
Psychographics

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 Why they buy
- Need states

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 What they buy
- Brands, Packs, Taste,
Texture etc.

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 Where & how they buy
- Shopping mission,
channel preferences etc.

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 When they consume
- Key Usage occasions

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 Win with Fundamentals

Customers You

Why we will
WIN ?

Competitors Market

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5P Framework for Marketing
strategy
Product
Price
Place
Promotion
Precision

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 Product

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What’s the product made of ?
- Content

+ +
+ +
+ + +
+ +
+ +

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 What’s outside ?
- Packaging

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 Pricing

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 Price to demand profit
pools & not to market

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 Leverage the value
equation
(Value=Benefit/Price)

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 Drive differentiation

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 Build & manage a logical
“Good-Better-Best” price
trade-up architecture

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 Be a market maker not a
price taker

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 Place

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 What is your cost to reach
the Consumer ?

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 Place
Manufacturer

C&F

Distributor / Stockist

Wholesaler

Semi-Wholesaler

Retailer

Consumer

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 Promotion

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 Strategic

- Build brand equity/ Loyalty

- Increase franchise
- Increase market share

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 Tactical

- Attract switchers

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 Precision

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 Winning is simple if we
can keep all these
variables as simple as
possible.

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Thank You