marketing segmentation

Topics: Marketing, Product management, New product development Pages: 7 (782 words) Published: November 17, 2013
 IBS Bangalore

Session Plan

Semester: I
Course: Marketing Management - I
Course Code: SLMM 501
Credits : 3
Class: 2015
Section: A
Instructor: Shailendra Dasari

S.No
Topic(s)/Activities
Identified Cases
Source
Reference to
PTB
Additional Readings/Questions for Discussion

Learning Outcomes
1
Introduction to Marketing

Ch1
PPt 1
Understand
1.Marketing Concept
2.Evolution of Marketing
3.Marketing Mix
Discuss
1.Marketing Challenges
for the 21st Century
2
DO
Grove Fresh Ltd(C1)
ICMR
DO
1.Suggest strategies for Grove Fresh to counter the competition and reverse the slow down DO
3&4
Marketing Environment
1.The Kumbhakarna Syndrome

2.Women ride scooters back on Indian roads
1.PTB (pp 69-70)

2.TOI,3rd Jul,2012

Ch 3
PPt2
1.Understand the concept of micro environment for a business organization and the role/influence of its stakeholders 2. Explain how the various components of the macro environment influence the market dynamics, taking the examples of apparel and two-wheeler industries.

5
Building Customer Satisfaction

Assignment 1 :Due for submission(5 Marks)
Lexus: Delighting customers after the sale
PTB ( pp134-135)
Ch 5 of KKK&J (RB)
PPt 3

Understand
1.Concept of customer value and satisfaction
Discuss
2.Strategies for customer retention
6&7
Analyzing Consumer Markets
Super Shampoo Products (C2)
OTH
Ch 5
PPt 4
1. How is the decision making done by rural consumers for an FMCG product like shampoo? 2. What are the main findings of the survey carried out by Mr Vankatraman? 1.Explain the consumer buyer behavior model

2.Describe the major types of buying behavior and the stages in the buyer decision making process 8&9
Analyzing Business Markets
Cummins India: Consumer Driven Modularization Strategy (C3)
ICMR
Ch 6
PPt 5
1.Identify the factors that influence customers’ purchase decision for a DG set 2. What was Cummins strategy to penetrate the market?
1.Explain how business markets differ from consumer markets
2.Identify the major factors that influence business buyer behavior 3.Describe the business buying decision process
10&11
Segmentation &Targeting

Quiz I(10 Marks)

Ch 7
PPt 6

1.Understand the different levels of market segmentation
2. Understand the bases for market segmentation
3.Discuss the strategies for effective segmentation
12
DO
Shoppers Stop: Targeting the Young(C4)
OTH
DO
DO
1. Should Shoppers Stop (SS) target young adults only?
2. How can SS reach young adults in tier2 and tier 3 cities? 1.Understand how a company chooses the most attractive target markets 2.Explain focusing, niching and mass customization strategies 13&14

Differentiation&
Positioning

Unilever: Dove Real Beauty Campaign (C5)
ICMR
DO
PPt 7
1. Discuss the differentiation and positioning strategies of Dove Real Beauty and their effectiveness. 2. Are there any contradictions/loop holes in the Dove Real Beauty campaign? Discuss. 1.Discuss how companies differentiate and position their products for maximum competitive advantage in the market place 2.Understand how the positioning strategy is communicated to the market 15

Mid-Semester Exam (20 Marks)

16
Guest Lecture

17&18
Product Strategy
ITC Foods Growth and Future Prospects(C6)
ICMR
Ch 8
1.PPt 8
2.Chapter 12 KKK&J
1. “We want to become the number one food company in India in the next five years” Discuss how the product strategy of ITC Food Division supports the above statement of intent of Mr.Ravi Naware, Chief Executive 1.Understand different product levels

2.Discuss how companies manage their product mix and product lines 3.Explain how packaging and labeling can be used effectively to add value to customers 19&20
Developing New Products

Assignment 2:Due for submission(5 Marks)
Nothing micro about Micromax(C7)
Compiled from Published Reports
Ch 9
PPt 9
1....
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