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Marketing segmentation

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1.Understand the concept of micro environment for a business organization and the role/influence of its stakeholders 2. Explain how the various components of the macro environment influence the market dynamics, taking the examples of apparel and two-wheeler industries.

5
Building Customer Satisfaction

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Assignment 1 :Due for submission(5 Marks)
Lexus: Delighting customers after the sale
PTB ( pp134-135)
Ch 5 of KKK&J (RB)
PPt 3

Understand
1.Concept of customer value and satisfaction
Discuss
2.Strategies for customer retention
6&7
Analyzing Consumer Markets
Super Shampoo Products (C2)
OTH
Ch 5
PPt 4
1. How is the decision making done by rural consumers for an FMCG product like shampoo? 2. What are the main findings of the survey carried out by Mr Vankatraman? 1.Explain the consumer buyer behavior model

2.Describe the major types of buying behavior and the stages in the buyer decision making process 8&9
Analyzing Business Markets
Cummins India: Consumer Driven Modularization Strategy (C3)
ICMR
Ch 6
PPt 5
1.Identify the factors that influence customers’ purchase decision for a DG set 2.

What was Cummins strategy to penetrate the market?
1.Explain how business markets differ from consumer markets
2.Identify the major factors that influence business buyer behavior 3.Describe the business buying decision process
10&11
Segmentation &Targeting

Quiz I(10 Marks)

Ch 7
PPt 6

1.Understand the different levels of market segmentation
2. Understand the bases for market segmentation
3.Discuss the strategies for effective segmentation
12
DO
Shoppers Stop: Targeting the Young(C4)
OTH
DO
DO
1. Should Shoppers Stop (SS) target young adults only?
2. How can SS reach young adults in tier2 and tier 3 cities? 1.Understand how a company chooses the most attractive target markets 2.Explain focusing, niching and mass customization strategies 13&14

Differentiation&
Positioning

Unilever: Dove Real Beauty Campaign (C5)
ICMR
DO
PPt 7
1. Discuss the differentiation and positioning strategies of Dove Real Beauty and their effectiveness. 2. Are there any contradictions/loop holes in the Dove Real Beauty campaign? Discuss. 1.Discuss how companies differentiate and position their products for maximum competitive advantage in the market place 2.Understand how the positioning strategy is communicated to the market 15

Mid-Semester Exam (20 Marks)

16
Guest Lecture

17&18
Product Strategy
ITC Foods Growth and Future Prospects(C6)
ICMR
Ch 8
1.PPt 8
2.Chapter 12 KKK&J
1. “We want to become the number one food company in India in the next five
years” Discuss how the product strategy of ITC Food Division supports the above statement of intent of Mr.Ravi Naware, Chief Executive 1.Understand different product levels

2.Discuss how companies manage their product mix and product lines 3.Explain how packaging and labeling can be used effectively to add value to customers 19&20
Developing New Products

Assignment 2:Due for submission(5 Marks)
Nothing micro about Micromax(C7)
Compiled from Published Reports
Ch 9
PPt 9
1. Discuss the new product development strategies of Micromax. 2. Are there any weaknesses/gaps in their strategy?

1.Understand new product development process
2.Discuss the consumer adoption process for new products
21&22
Product Life Cycle
Lifebuoy in India: Product Life Cycle Strategies(C8)
CDC
DO
1.PPt 10
1. Critically analyze the various stages of Lifebuoy’s PLC during the 20th century. 2. How do you differentiate the brand life cycle of Lifebuoy with product life cycle? 1.Understand the concept of product life cycle Vs brand life cycle 2.Discuss strategies appropriate for each stage of the PLC

23
Marketing of Services
Is this any way to run an airlines?(C9)
OTH
DO
1.PPt 11
2.Chapter 13 KKK&J
1.Understand the special characteristics of services vis-à-vis goods 2.Discuss the extended marketing mix for services
2.Discuss the marketing strategies for service firms

24
Designing& Managing Distribution
Alfa Networks(C10)
OTH
Ch12
PPt12
1.Discuss the need for marketing channels and how they deliver value to customers 2.Identify the major channel alternatives open to a company 3.Discuss the nature and importance of logistics and supply chain management

25
Retailing& Wholesaling

Quiz II(10 Marks)

Ch13
PPt13
1.Discuss various forms and types of wholesaling &retailing 2. Describe emerging retail scenario in India
26-27
Guest lecture

28-29
Field visit

30
Summing up &Revision

Note:
Prescribed text book(PTB) : Kotler, Armstrong, Agnihotri & Haque ,Principles of Marketing: A South Asian Perspective,13e, Pearson Reference book(RB): Kotler, Keller, Koshy and Jha(KKK&J),Marketing Management: A South Asian Perspective, 13e,Pearson OTH: Other sources

Link for cases:http://27.251.26.4/casestudies/Sem1_2013/mainpage_IBS_Campuses_2013.asp ———————————————————————————————————————

Cite this Marketing segmentation

Marketing segmentation. (2017, Feb 08). Retrieved from https://graduateway.com/marketing-segmentation-3/

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