Themes of Titan

NMIMS-MBA (2007-08) (Marketing Mix)(Concepts & Environment) Dr Amit Rangnekar- amitrangnekar@gmail.com

Packaging
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Colour, form, size, convenience become USPs and brand identities- Laalwala toothpaste
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Right sizing is extremely important as it offers value and also caters to the single use customer -Shampoo Sachet, Chota Coke, Bisleri, Liquor- quart, Pint, Nips, Half Nips
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Innovations- Bubble / blister (razor, tablets), tetrapak (storage & perishability), hologram(additional security)- Castrol
Customer loyalty ladder
Intent- Convert sale into long term customer relationship to mutual benefitSurveys- Retain customers, attracting new customers costs 6 times more
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Suspect- Potential customer, exposed to your communication
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Prospect- Potential customer, interested in your promotion
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Customers- Purchasers of your product / service
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Clients- Those who return to re/purchase
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Advocates- Convinced and happy about the product / service,they now promote on your behalf to others
Niche Marketing-
the process of targeting a small market segment with a specific, specializedmarketing mix
Celebrity endorsements
(Brands, Political Parties, Social Agencies)
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2 ½ celebrities in a country of 1 billion people-

Alyque Padamsee, eminent adman
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Concept first, celebrity later, brand & celebrity values fit essential, force-fit risky but reality
Advantages
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Establishes Credibility, trust, mass appeal, especially NPL- Santro-Sharukh
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Attracts attention, breaks clutter, brand noticeable- Parker- Bachchan
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Associative benefit- persuasive message – as celebrity benefits, consumer will- Sachin-Boost
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Psychographic / Demographic connect- sways fans towards brand, star appeal cuts acrosssegments
Problems & Risks
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Improper positioning- Maruti Versa, Bachchans- people expecting larger than life car
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Brand-celebrity disconnect- Celebrity- brand value conflict - Amitabh- Pepsi / Navratna Tel
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Over exposure –Tendulkar- Palio,... [continues]

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