Analysis of Marketing Mix of Cts

Q1. The current impact of the organization’s Marketing Mix
Overview of Cognizant
Introduction
Services offered by Cognizant
Competitors
Key competitors
Competitor analysis (Porter model) ppt 8, slide 5,12
Company Orientation
Ppt 1, slide 15
Efficiency and Effectiveness matrix
Ppt 1, slide 27
How Cognizant has adopted Holistic Marketing
Ppt 1, slide 32
Customer buying behavior
Ppt 3, slide 41
Segmentation, Targeting and Positioning
Segmentation
Basis of segmentation
Services offered in each segment
VALS Framework
Targeting
Assess market attractiveness
Assess the company’s capability to compete
Type of Target Marketing
Positioning
Positioning Strategies
Perceptual Map
How the company is performing on Keys to Successful Positioning

Cognizant’s marketing mix (traditional)

Product (Services)
Product mix
Product variety
Quality
Design
Features
Brand Name
Packaging
Sizes
Services
Warranties
Returns
Product Life Cycle
Where in PLC each services offered by Cognizant stand
Marketing objectives and strategies
Marketing objectives and strategies for each service over the product life cycle (Slide 21-23, 26-33)
Five International Product and Communication Strategies (ppt 9, slide 16)
How digital marketing is playing part (ppt 10, slide 18)
The Boston Consulting Group Growth-Share Matrix
Product growth strategies: The Ansoff Matrix
Competitive advantage
Slide 17 (ppt 8)
Promotion
Objectives
Reasons why the company is promoting
The Promotional Mix
Advertising
The Five M’s of Advertising
Mission
Money
Message
Media
Measurement
Example of advertisements that demonstrates one or more of following
Source Encoding
Source Attractiveness
Forms of Encoding used
Symbolic Meaning
Direct Marketing
Interactive/Internet Marketing
Sales Promotion Various ways of sales promotion
Publicity/Public Relations
Personal Selling

How digital marketing is playing part (ppt 10, slide 18)
Push-Pull Strategy