Principles of Marketing
Customer Expectations
What does every customer want when making
a purchase?
Customer Expectation
You Want the Greatest Return On Investment.
And for a customer ROI is:
“Value Proposition”
Value Proposition
“What the customer gets for what the
customer pays.”
Wikipedia
“A business or marketing statement that
summarizes why a consumer should buy a
product or use a service.” Investopedia
APPLE iPHONE
Value Proposition
“Intended for style-conscious cell phone
consumers who would like to browse the
Internet and enjoy entertainment to-go, the
iPhone is a smart phone that combines a web
browser, email, iPod and personal computer
into a single, fashionable, easy-to-use
device.”
Needs Met by iPhone
CONSUMER NEED CORRESPONDING BENEFIT
Stay in touch while on the E-mail, instant messaging
go. and phone.
Record information while Applications for notes and
on the go. record keeping.
Perform many functions iPod, phone, video, TV
w/o carrying multiple shows, internet and PDA.
gadgets.
Style and individuality. Apple branding as fashion
statement.
Needs Met by iPhone
CONSUMER NEEDS CORRESPONDING BENEFITS
Organize and access Wireless access to calendar
contacts and schedule & address book to check
details. appointments & contacts.
Larger memory capacity. Built in memory up to
32GBs.
User friendly touch screen A User Interface (UI) touch
smart phones. screen.
Light weight and thin Weight 4.8 oz. / 135 gm
phones. and 0.46 inch / 11.6mm
thin.
The Product
Smart Phone PDA, Camera,
Multi-touch Screen Computer
Colors: Built-in Battery
Black Price:
White 8Gb – Rs. 41990
Memory up to 32Gb 16Gb – Rs. 47990
Wi-Fi wireless 32Gb – Rs. 79800
technology
iPod
Benefits
Widescreen iPod:
Touch controls
3.5 inch screen iPod with touch controls
iTunes library access
▪ Videos
▪ Songs
▪ Movie previews
▪ Lyrics
▪ Album Art
Benefits (Contd.)
Wireless Internet:
Wi-Fi enabled Internet Internet email
Device ▪ Rich HTML email
▪ Auto Wi-Fi detection Widget Applications
▪ Bluetooth ▪ stock quotes
▪ GSM ▪ sports scores
▪ weather reports
▪ EDGE
▪ traffic updates
Full Feature Browser
Syncs automatically
with a Mac or a PC
Benefits (Contd.)
PDA features:
Appoint calendars
Contact list
Photos
Emails
Documents.
Built-in Camera
Apple iOs operating system.
Edge over Competitors
The major competitors of iPhone are:
Blackberry Storm
Samsung Omnia 1900
LG KE850 touch phone
HTC HD2
iPhone’s edge:
Ease of use
Fashionable
Web Browsing
Media Player
Screen
Pc Functionality
Competitors
Samsung Blackberry Storm LG KE850
Omnia 1900 vs. iPhone
Competitors
HTC HD2
Winning Phone
Despite all the features of other phones,
iPhone is still the winner.
For years no other phone has even come
close to it.
TAPAL ICE TEA
Value Proposition
“Refresh your attitude with Tapal Iced Tea, a
non-carbonated blend of real tea, exciting
peach flavor and Vitamin-C. Drink Tapal Ice
Tea to bring an attitude in life.”
Values
Tapal say’s:
“Truly Yours”
And:
“Never compromise on Quality”
And the Ice Tea Slogan reads as:
“CHILL KARO!!”
Values
The Brand Manager say’s:
“We know our product is about more than
refreshment though. It’s about chilling out
and sharing good times with family and
friends. We believe that this product is one of
the best ways to kick back and have fun this
summer.”
The Product
Tea Beverage
Ice Tea flavors
Peach
Lemon and Lime
Pink color- aspect of freshness.
Can and Sachets both.
Price
Tin Pack 330 ml – 30 Rs.
Sachet 15 gm – 6 Rs.
Distinctive Features
Distinctive Taste
Freshness
Healthy
Innovative
High Quality
Consistent
Refreshing & Energizing
Distinctive Features
Sweet taste of Peaches
No Preservatives
No Artificial Flavors
16% Sugar – less then regular soft drinks
Made from real Tea blends
Caffeine and Theanine
Product style and Design
Advantages
Opt for the Healthy Drink – Iced Tea
Energizes You
Sharpens your Wits
Hydrates You
Doesn’t hurt your Fitness
An Anti-oxidant
Lemony Goodness
Safe for Diabetic customers
Meeting your Caffeine needs in a healthy way.
Tapal Ice Tea Vs Competitors
Major competitor
Unilever’s Lipton
Lipton’s Edge:
High market Share
Global Recognition
Wider Market for Hot Tea
Iced Tea - Tapal VS Lipton
TAPAL ICE TEA LIPTON ICED TEA
Low Priced. High Priced.
Easily available in stores. Available in limited stores
and cities.
No Preservatives added. Preservatives are used.
Available in Cans and Available in Plastic Bottles.
Sachets.
No Artificial Flavoring. Artificial Flavors used.
Targeting Youth Targeting high class.
Soft Taste. Very Strong taste.
Images
Tapal Ice Tea - Position
Distinct image in the mind of customers.
Youth
Active
Refreshing
Fun in life
Healthy
Family
Socialization
CONCLUSION
The two products are the
best in their respective
markets.
They have a very loyal
and broad customer
base.
THANK YOU!!
