It is not easy to predict what will happen tomorrow. It is perhaps even more difficult knowing what will occur next year or even two years from today. To put it short we are uncertain about the future. Swedish firms attempting to capture new export markets are also facing uncertainty. If a firm succeeds with predicting customer’s preferences they might be able to create a position for the firm´s products before any competition. It is however almost amusing to study successful marketing cases for export markets in a rear window…click here to read ahead
Category Archives: Marketing Mix
Positioning on Export Markets : A paradigm of Bounded Rationality applied in the context of positioning for Swedish Exporting firms
Filed under Marketing, Marketing Mix
A Study on International Promotion Strategies The Push Pull Marketing Mix
International Promotion Strategies The Push Pull Marketing Mix
Introduction: This paper analyzes the different types of promotional strategies employed namely the push strategy and the pull strategy. For the pull strategy the case of Benetton is used in which the advertising campaign by the art photographer Oliviero Toscani is studied. He basically used his photography to project social issues that are prevalent around the world for Benetton’s advertising campaign. Although successful in creating awareness and generating sales, the images however were not always pleasant to look at and therefore created some kind of hostility with certain retailers and government bodies.
Push Strategy: Coca-cola is the market leader in the cola industry. It is present all over the world with millions of loyal customers. Its big size however, does not ensure that it will remain the number one cola company forever. In order to maintain and grow its share in the market it needs to have a dynamic marketing strategy in place. Along with its pull promotional strategy which is mainly done through advertising, it also employs the push strategy in a very effective manner. This is because the cola market is an extremely competitive market as it has to face tough competition from another giant that is Pepsi…
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Filed under Marketing Mix
A Case Study on Marketing Management
Case Study about Marketing Management
Brand Bond: The World Is Not Enough: Global Film Industry, despite having started in Europe, had lost its prominence to the Hollywood. It is believed that one among the few, for the Europeans to take credential, is the creation of brand like James Bond, a fictional character that was conceived by the British-born Ian Fleming. Having his novel Dr. No made into a feature film by EON Productions in 1962, the Bond movie series is numbering twenty-one in 2006. Click here to read more…
Filed under Brand Management, Marketing, Marketing Mix
Strategic B2B Marketing Case Study
Marketers operate in an external environment consisting of consumers, competitors, channels of distribution and controls & regulation. These external environmental forces are difficult to change, at least in the short term. The challenges have arisen because of globalization and Consumer business is under great threat. Under no circumstances companies can allow the volumes to shrink.
The marketer’s job, therefore, translates to adapting to the external environment. An appropriate marketing strategy suiting to bulk sale and marketing mix involving the four Ps (product, price, place & promotion) that fits the environment is achieved through adaptation and innovative differentiation by Companies worldwide. Click here to read more…
Filed under Marketing, Marketing Mix
A Case Study on ‘All Out’ – Marketing a Mosquito Repellant
The case, ‘The All Out Story’examines the success of the All Out mosquito repellant from Karamchand Appliances Pvt. Ltd. (KAPL). KAPL was responsible for introducing ‘vaporizers’in the Indian mosquito repellant market. The case examines the marketing strategy that helped the company to become a leader in the segment, even while competing against financially stronger players. Keep reading
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Case Study in Mobile at the fingertips of the engineer’ for NXP Semiconductors
This entry is about how NXP Semiconductors started offering easy to use mobile apps for smartphones less than a year ago as the first company in the Semiconductor industry to connect our worldwide target audience of design engineers to our entire product portfolio. For design engineers quick and easy 24-7 access to manufacturer product information is key to successfully deliver electronic application designs, which very often are under enormous time pressure. Via selected media we were able to boost awareness and usage of our mobile apps and we are now connected to over 10,000 engineers who use our mobile apps to search for our products and order them online, linking them to our distribution partners.
Engineers like our apps and via the feedback possibilities they are proving us with lots of valuable ideas how they would like to get served. Via the apps we generate up to 1000+ highly qualified leads for our distributor and direct sales as well. Mobile marketing has become an integral part of our marketing mix and is linked to both customer needs and NXP’s strategic business goals. NXP delivers ‘mobile at the fingertips of the engineer’, and we’ve only just started! Click here to read more…
Filed under Marketing, Marketing Mix
Case Study in Strategic Marketing Management Part-06
TCL-Thomson Electronics Corporation: A Failed Joint Venture?
In late 2003, China based TCL Corporation (TCL) and France-based Thomson SA formed a joint venture under the name TCL-Thomson Electronics Corporation (TTE). TTE’s core product was television sets which were sold globally. It also produced computers which were sold only in China. The case discusses the rationale for the formation of this joint venture. It highlights the problems faced by TTE and details the reasons why it failed to achieve its objectives. The case examines the problems faced by cross border joint ventures and aims at seeking solutions for TTE’s problems. Click here to read more…
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Filed under Brand Management, Marketing, Marketing Mix
Case Study on Aircel Promotional Strategy
This case is about the promotional strategies adopted by India-based mobile operator Aircel. Aircel entered the highly competitive Indian telecom market in the year 1999. It adopted innovation as its key branding strategy and communicated with customers through simple and thoughtful advertising campaigns. The case discusses the various marketing strategies adopted by a relatively late entrant into the Indian market and how it increased its subscriber base. Aircel was one of the first mobile operators to introduce its advertising campaign on Facebook. The case explains how Aircel promoted its services through several media like TV, print, out-of-home (OOH), and radio.
It used celebrity endorsement as well as cause-related marketing. Within a short time of its launch, Aircel had become one of the top mobile operators in India. According to experts, the company’s unique promotional strategies helped it survive and grow in the highly competitive telecom sector. The case concludes by highlighting the challenges Aircel could face as a relatively new player in the highly competitive and fast-saturating Indian mobile phone market. This case is aimed at MBA/MS level students as part of the Brand Management/ Marketing Communication/ Marketing Management curriculum. Click here to read more…
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Filed under Advertising, Marketing, Marketing Mix
Case Study in Promotional Strategies
Axe Detailer: Initiating a Change in Men’s Showering Behavior
The case is about the promotional strategies used by Unilever’s personal care brand for men, Axe, for its shower accessory the Axe Detailer, which was launched to encourage the increased use of the Axe Shower Gel. Launched in 1983, Axe’s product line included grooming products for men such as deodorants, body sprays, shower gels, and hair care and styling products. Over the years, Axe’s promotional efforts had been focused on the ‘Boy gets Girl’ theme, highlighting the strong fragrance as the product credential which attracts girl. With the success of its body sprays, Axe launched a line of anti-perspirant and deodorant sticks in 2004. The brand then expanded into shower gels for men in 2005.
However, shower gel sales were not as expected as most of the target customers were more used to bar soaps and it was difficult to trigger a shift in their showering behavior. The management then decided to launch a new kind of shower accessory called the Axe Detailer to boost the sales of Axe Shower Gel. The case also discusses the promotional campaigns launched by Unilever for the Axe Detailer. Click here to read more…
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A Case Study in Facebook’s new Advertising Plan
Facebook unveils new search ad plan : Facebook has unveiled a new feature which delivers ads to users based on their search queries, taking a page from a strategy used effectively by Google and others. “We have launched a feature that surfaces sponsored results along with the organic results when people are looking for things related Stories Facebook to actually delete ‘deleted’ pics Facebook to put ads in users’ news feeds on Facebook,” a Facebook spokeswoman said.
“We try to show people apps and pages they’ll be most interested in.”
The world’s biggest social network gets most of its revenues from ads, but until now has not directly linked those ads to search queries in the manner of the big search engines like Google and Yahoo. Click here too Find out what’s new on Face Book
Filed under Advertising, Marketing, Marketing Mix