Marketing
for You
BARATH SRENDRAN
barath.surendran@gmail.com
Maxim Vs Tasters Coffee
Pioneers, Fast followers and Slow Followers!
Different strategies used
Skimming strategy
Penetration strategy
Multiple segment strategy
Harley Davidson
Harley Davidson 1981
At one time, Harley-Davidson held nearly 100
percent of the U.S. motorcycle market. By 1981,
the Japanese companies had secured 94 percent
of the U.S. motorcycle market. How did this
happen?
Harley Davidson
Harley allowed the Japanese motorcycle
companies into the United States by not blocking
their entry with small motorcycles. Honda,
Yamaha, Kawasaki, and Suzuki entered the U.S.
market with small bikes and then gradually moved
into the larger sizes.
At that time, the Japanese manufacturers were
much more efficient producers than Harley, spent
more on advertising than Harley, and produced
bikes which were more reliable than Harleys.
Harley Davidson
In the 1980s, Harley-Davidson made a recovery
that many still consider miraculousemploying
innovation and branding. Harley-Davidson
managed their costs down. They cut their
workforce by 40 percent and decreased salaries
by 9 percent and froze them for two years. They
visited the factories of their Japanese competitors,
learned techniques such as just-in-time inventory,
and made cost-saving innovations to their
production lines. They also began programs to
increase quality control.
Harley Davidson
Even though Harley refurbished their motorcycles, the
associations of value needed to be re-established in the
customers minds. After they had fixed their product
problems, Harley ran several ads to inform their customers
and potential customers. One memorable print ad showed a
group of tough-looking motorcyclists with the headline,
Would you sell an unreliable motorcycle to these guys?
The combination of process and product innovation and
branding worked. By the end of the 1980s, Harley-Davidson
had a 30 percent share of the overall U.S. motorcycle
market, including nearly two-thirds of the large (over 750 cc)
motorcycles. Today, the brand remains powerful, with
considerable loyalty among their riders who say, as the ad
does, I believe the machine I sit on can tell the world exactly
where I stand.
Clarify Target Market and Positioning
Key to the rejuvenation of Mountain Dew was the
reformulation of its brand strategy. Research showed
that Mountain Dew had been perceived as a suburban
or even rural brand. Pepsi targeted the brand toward
urban teenagers. Mountain Dew had been known for
sports. That attribute was kept in the brand positioning
but it was moved to extreme sports. The attitude of
Mountain Dew was made edgier and irreverent. The
repositioning process took about seven years but
moved Mountain Dew into the number three position
among their target market.
Mountain Dew
Click for Playing Video
Modify Product or Service
How British Airways changed their Services -
Click here for Playing Video
Reformulate Branding Tactics
Even though you have changed your brand
strategy targets and positioning you must still
persuade the customer. You will likely need to
develop new brand communications to tell your
new story.
Miller Lite
The initial ad campaign for Miller Lite featured
retired athletes from baseball, football, and other
sports as well as author Mickey Spillane.
Initial OLD Video - Click here
New Video Click here
Old Spice
Old Spice was long regarded as your
grandfathers aftershave. Procter & Gamble
successfully changed that position with an
aggressive communications campaign.
Old AD Old Spice - Click here
New AD - Old Spice - Click here
IMPORTANT POINTS
Perceived value is the maximum your
customer will pay. All of marketing is the
management of perceived value.
EMPLOYEES OF THE TRUMP HOTEL
COLLECTION
The Trump Hotel Collection believes that great service starts with the
employees: Hire the best and make them feel special. Provide them
an environment that is both challenging and nurturing. Trump
service is based on the following principle: Our guests expect
perfection we must deliver. Employees are expected to perform
according to Donald Trump s pillars of success: passion, drive, and
enthusiasm. During their orientation, new employees of Trump hotels
learn the Trump service standards and their role in providing such a
level of service. Their internal goal is unparalleled service for the
guests, with an objective of securing 100 percent loyalty.
Emphasis is placed on the responsibility of the associates to recognize
when a guest is upset and to make things right. Associates are
recognized for coming up with their own solutions for guest issues but
also understand what they are allowed to do in any situation.
Complaints and how they are resolved are tracked.
Associates do not interact with guests until they have completed a
training program and have been approved by the trainer.
The Three Main Purposes of Marketing and
Brand Strategy
1. Coordinate all the functions of your
organization so that they are all working together
to create and maintain a strong brand.
2. Concentrate your resources so that they are
used most effectively.
3. Communicate to those involved with the
brand usually nearly everyone in the
organization what they must do to create and
maintain a strong brand.
MILLER LITE Case study
BUILDING A POWERFUL BRAND STRATEGY:
MILLER LITE
Was Miller Lite the first low-calorie beer in the United States?
In 1966, six years before the introduction of Miller Lite in 1972 the first
low-calorie beer in the United States was introduced Gablingers
Beer. Their first print ad touted Gablingers as Great tasting premium
beer 100 percent fat free, less calories than skim milk.
Gablingers beer was targeted for dieters but, if you are dieting, you
dont drink any beer because low-calorie beers have only one-third
fewer calories. Gablingers did not do well. The genius of the Miller Lite
brand strategy was to avoid the obvious diet position and stake out
another position. What do you think of when you hear Miller Lite?
Tastes great? Less filling? Notice that those are two benefits. When
you put them together, you get a different kind of a benefit. Tastes
great, less filling translates to Now you can drink as much as you want
and you wont feel filled up. Miller Lite did not go after dieters but the
oppositepeople who like to drink a lot of beer.
BMW Z3 Case study
USING NONTRADITIONAL Marketing
COMMUNICATIONS: BMW
In 1992, BMW introduced the Z3, a two-seater convertible, designed for several markets
including young singles, fortyish men and women, and older driversall seeking a stylish,
classic roadster. According to Jim McDowell, vice president of marketing, the communications
goals included stimulating the excitement and enthusiasm of the core customer base in a
way that would draw broader attention and interest to the brand. Management referred to this
as leveraging the buzz. To achieve this goal, BMW used both traditional and non
traditional communications. The non traditional methods included placing the product in
a new James Bond film, Golden Eye. While the BMW Z3 appeared in the film for only about
two minutes, it created considerable impact. BMW Z3s were lent to television hosts such as
Jay Leno and radio personalities to use as they wished on their shows. The Z3 was offered in
the Neiman-Marcus catalog. Dealers hosted parties for key customers where Golden Eye was
pre screened. Meanwhile, these buzz efforts were reinforced by traditional print and
television advertising. BMW has continued to employ non traditional communications.
Other BMW products were placed in subsequent Bond fims. Later, BMW sponsored a series
of short films on the web, each featuring a BMW vehicle, the actor Clive Owen, and a
well-known director such as Ang Lee and Guy Ritchie. All these efforts helped BMW
move from the clutter of traditional advertising and created substantial buzz for the brand at a
manageable budget level.
Land Rover (brand architecture to be
coherent)
The attributes rugged and adventurous
are held in common by all the models in the Land
Rover line.
What to do to increase sales?
First you should have a
Product/Service to sell.
What to do to increase sales?
Every Product has target customers. You need to
understand your target customers for your product.
What to do to increase sales?
First dont try selling your product rather try
understanding your customers.
Customers demand = opportunity.
Which stage of the Market are you in?
You need to understand your market. In which
stage your market is?
Which stage of the Market are you in?
Is your market consists of
innovators, Early adaptors,
or is it a mature market and
so on.
Which stage of the Market are you in?
You cannot sell a regular product to the innovators and an
innovative product to a general audience.
Which stage of the Market are you in?
Understand your product market fit.
Product is part of Marketing
The general assumption is that most sales guys
think that marketing is separate from the product.
But in reality, product is part of marketing.
Product is part of Marketing
Product is part of Marketing
Continuous refinement of product should go hand
in hand along with marketing efforts.
Remember that, There is a marketing component
to every product.
Continuous refinement of product
Creating a Purple Cow!
Be Creative, be realistic!
Be creative when you create offers and marketing
campaigns, but at the same time be realistic.
Be Creative, be realistic!
Study competitors and your industry benchmarks,
as external sources add more information to your
creativity.
customers comes first
Understand that customers
comes first. Creativity comes
second.
Lead Generation is the life blood of all sales.
Lead generation is the key to sales success.
Without proper leads there can not be good
number of sales.
Lead Generation is the life blood of all sales.
The time spent for Lead generation should be
more than the sales presentations that you do,
because without proper leads there would be no
sale.
Use all kinds of methods
Use all kinds of methods from direct marketing to
web marketing for lead generation.
Go Long term!
You cannot expect miraculous results within a
short duration, always marketing activities fetch
you results only in long term.
Go Long term!
It takes more than 27 times to see
an advertisement before a customer
decides to enquire about the
product.
So, sales guys should do lots of
repeated sales calls to prospective
leads.
Understanding the market is the key!
More than the ability to sell / persuade, one
should understand the market. Should understand
what customers buy? And why they buy?
Understanding the market is the key!
If you know the market, you can easily narrow
down target groups and strategize your approach
to fit to your target groups.
Is your business seasonal?
Understand that most of the businesses are
seasonal and few months of the year the business
would be up and in few months it will be down.
Investigate the previous years trends
Take time to investigate the previous years
trends and understand facts, market realities.
Plan your marketing efforts
Strategize and plan your marketing efforts earlier.
Plan it for all quarters.
About the Author:
Barath Surendran
He has more than 16 years of
experience working for various
corporate like GE Capital, Naukri.com,
and Manipal Group. Currently Heads a
Training company Techemate
Leadership Academy. And he is a
Visiting faculty to VBS and EDI Tamil
Nadu.
For Expert Guidance, Training and
Consulting please Contact below.
Contact : +91 9444063345, +918122219316
Email: barath.surendran@gmail.com
