Analysis of Marketing Mix of Cts

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  • Topic: Marketing, Strategic management, Marketing plan
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  • Published : February 8, 2013
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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
Competitive advantage
Slide 16 (ppt 8)
International Marketing
Five International Product and Communication Strategies
(ppt 9, slide 16)
Product Adaptation Strategies
(ppt 9, slide 30)
Barriers to Standardisation
(ppt 9, slide 32)

Price
Price
List price
Discounts
Allowances
Payment period
Credit terms
Pricing objectives
Pricing Methods
External influences on the pricing decision
Customers and Consumers
Economic Forces
Legal and Regulatory
Channels of Distribution
Competitors
Internal influences on the pricing decision
Organizational Objectives
Marketing Objectives
Costs
Cost drivers ppt 8, slide 26
Key Marketing Factors Influencing Price-setting Decisions
New product launch strategy
Pricing strategies
Price-quality matrix
Competitive advantage
Slide 18 (ppt 8)
How digital marketing is playing part (ppt 10, slide 18)

Place
Place
Channels
Coverage
Assortment
Locations
Inventory
Transport
Distribution channels
Channel strategy
How digital marketing is playing part (ppt 10, slide 18)
Channel management
Competitive advantage
Slide 15 (ppt 8)
Cognizant’s marketing mix (new)
People
Processes
Programs
Performance

Q2. SWOT Analysis for Cognizant
Article I. Internal Factors
Strengths & Weaknesses

Technological Skills
Brand image
Distribution Channels
Customer Loyalty / Relationships
Product quality
Scale
Management
Article II. External Factors

Opportunities & Threats
Changing customer tastes
Changing customer tastes
Technical advances
Closing or opening of geographic markets
Changes in government politics
Change in taxes
Change in population age
New distribution channels

Q3. Strategic marketing plan
Article I. Cognizant today
How is Cognizant doing currently?
What is working well & what is not?
What will happen if it continues like this?
Strategic marketing plan
Business Mission
The Cognizant mission statement, vision & goals
Marketing Audit
Internal analysis...
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