Discussion on Course Plan 2. Forming a group: Principles of Marketing (3-4 in a group) Introduction to Marketing (4-5 in a group) Week 2 – Topic 1: Foundations of Marketing| Instructions: Read Harley Davidson case Discussion questions Few brands engender such intense loyalty as that found in the hearts of Harley-Davidson owners. Long ago, the folks at the renowned motorcycle maker realized that the best way to create lasting relationships with its customers was to understand them on their own terms.
It wants to know who its customers are, how they think and feel, and why they buy a Harley.
That customer centric strategy has helped build Harley-Davidson into a multibillion-dollar company with the largest company-sponsored owner’s group in the world. Harley-Davidson has learned that it sells much more than motorcycles. The company sells a feeling of independence, individualism and freedom. These strong emotional connections have made Harley-Davidson ownership much more of a lifestyle than merely a product consumption experience.
To support that lifestyle, Harley-Davidson engages its customer base through company-sponsored travel adventures, events, and other things, such as clothes and accessories both for riders and for those simply like to associate with the brand.
After reading Harley Davidson case, discuss the following. 1. How does Harley-Davidson build long term customer relationships? 2. What is Harley-Davidson’s value proposition? 3. Relate the concept of customer equity to Harley Davidson. How does Harley-Davidson’s strategy focus on the right relationships with the right customers? . Discuss on the marketing mix (Product, Price, Promotion and Place) of Harley Davidson. 5. Who are the customers of Harley Davidson? 6. What is type of consumer product category for Harley Davidson? ***END*** Week 3 – Topic 2: The Marketing Environment| Instruction: Please bring newspaper to the class. Present your groups findings at the end of the class. Choose any interesting article in the newspaper. Discuss with your group members, identify opportunities and threats in any of the important aspects of the marketing environment.
Suggest what should the company affected do or how should the company tailors its marketing mix to respond to the factors identified. Example of an article accessed @ http://articles. latimes. com/2010/jun/23/business/la-fi-0623-happy-meals-20100623 ————————————————- McDonald’s faces lawsuit over Happy Meals ————————————————- A watchdog group says giving away toys with Happy Meals contributes to childhood obesity and threatens to sue. McDonald’s cites healthful menu choices. ———————————————— ————————————————- June 23, 2010|By Sharon Bernstein, Los Angeles Times ————————————————- ————————————————- ————————————————- Weeks after a Silicon Valley county became the first in the nation to ban toys from McDonald’s Happy Meals and other food promotions aimed at children, a public health watchdog group called on the fast food giant to remove the playthings from all its meal packages. ———————————————— Citing toys aimed at promoting the latest “Shrek” movie, the Center for Science in the Public Interest said that the plastic promotions lure children into McDonald’s restaurants where they are then likely to order food that is too high in calories, fat and salt. ————————————————- ————————————————- The organization on Tuesday served the fast food giant with a letter expressing its intent to sue if toys are not removed.
The letter is legally required in several states, including California, before lawsuits can be brought under consumer protection statutes. ————————————————- ————————————————- “McDonald’s is the stranger in the playground handing out candy to children,” Stephen Gardner, litigation director for the advocacy group said in a statement. “McDonald’s use of toys undercuts parental authority and exploits young children’s developmental immaturity. ” ————————————————- ———————————————— McDonald’s disagreed strongly with that characterization, saying that its meals were “right-sized for kids” and that it offered healthful choices. Toys, said spokesman William Whitman, are “just one part of a fun, family experience at McDonald’s. ” ————————————————- ————————————————- The chain’s menu now includes the option of apple slices instead of French fries, he said. And children can order milk or juice with their Happy Meals rather than soda.
Since the apple slices, called “Apple Dippers” by the company because they include a caramel sauce for dipping, were introduced in 2008, customers have ordered them more than 100 million times in the U. S. , Whitman said. ————————————————- ————————————————- In April, Santa Clara County supervisors won praise from nutrition advocates but ridicule from many conservatives when they voted to ban toy promotions from fast food meals sold in unincorporated parts of the county.
The supervisors gave fast food chains 90 days to voluntarily comply before the ordinance became effective. ————————————————- ————————————————- Opponents of toys in fast food meals say the promotions are feeding the nation’s obesity epidemic by making unhealthy food seem more desirable to children. But the food industry says that healthier choices are now available to children — and urges parents to take responsibility for what their kids order. ————————————————- haron. [email protected] com Suggestion of answers: McD’s would be affected in terms of their product offering, advertisement (need to do a new one) due to the news. There are many other environmental factors that can affect Marketing strategy of a company. ***END*** Week 4 – Topic 3: Consumer Markets Buying Behavior| GROUP ASSIGNMENT 1 (10 marks) Group members name: 1. ……………………………………………………………….. 2. ……………………………………………………………….. 3. ………………………………………………………………. 4. ……………………………………………………………….. 5. …………………………………………………………………… There are TWO questions for this assignment 1.
Answer BOTH. Choose a product/brand with cost of more than RM100 that you or your friends recently bought. For examples, shoes/ motorcycle/ T-shirts/ Jeans/ handbags, etc. (Different product for different groups) 1. Describes how you or your friends went through the decision making process to make a recent shoe/ handphone (choose ONE) purchase. (5 Marks) | | | | | | | | | | | | | | | | | | | | | 2. Describes how you or your friends went through the decision making process to buy a RM 2 nasi lemak at the campus. (5 Marks) | | | | | | | | | | | | | | | | | | | | |
Submit at the end of the week. ***END*** Week 5 – Topic 4: Creating Value To Target Customers| GROUP ASSIGNMENT 2 (10 marks) Objective: this assignment is done to illustrate the principle of market segmentation. 1. Principles of Marketing students: Choose 1 car manufacturer (Honda/Toyota/Kia/Hyundai/Citroen, etc- different car manufacturer for each group). Bring 5 different advertisements from that car manufacturer. Write up your analysis of the segment being targeted in short paragraph (Max 1 page). 2. Introduction to Marketing students : Visit a nearby supermarket.
Make a list of all the brands of a fast moving consumer goods (FMCG) offered by a single company. Choose just 1 category of the FMCG, eg: cereal/shampoo/ toothpaste/ mouthwash/ talcum powder/ tissue paper/ soft drinks/ dairy products (eg, fresh milk/ cheese) / ice-creams) – Different manufacturer for each group. Write up your analysis of the segment being targeted in short paragraph (Max 1 page). Submit the group’s findings at the end of the week. (type written) Week 6 – Topic 5: Product & Services| GROUP ASSIGNMENT 3 (10 Marks) Group members name: 1. ……………………………………………………………….. 2. ……………………………………………………………….. . ………………………………………………………………. 4. ……………………………………………………………….. 5. …………………………………………………………………… Select a company that sells consumer goods. Eg: Unza, Colgate Palmolive, Nestle, Honda, KFC. Visit their websites, eg Honda (http://www. honda. com/). Identify and explain from that company their: a. Product line. (2 marks) List all product lines the company have Example: Honda Automobile, Honda Motors, Honda Marine, Honda Racing, Honda Jet, Accura b. Product line length. (2 marks) Choose just ONE product line; list the entire product under that line. Example: 12 # of items in one line..
Honda Automobiles: Accord, civic, Crosstour, Cr-V, CR-Z, FCX Clarity, Fit, Insight, Odyssey, Pilot, Ridgeline. c. Line filling. (2 marks) Choose any latest product under any of the current available product line. Example: Crosstour d. Product mix width. (2 marks) List all product lines the company have, and list a few products under each product line. Example: 17 (Honda Automobile, Honda Motors, Honda Marine, Honda Racing, Honda Jet, Accura, snowblower, ATVs, Parts, etc) e. Are the company’s product lines consistent or not? Explain your answer. (2 marks) Submit at the end of the week.
Week 7 – Topic 5: Product & Services| Discuss in your group. Present at the end of class. 1. Describe the three product levels for Shoes. (Core /actual / augmented) 2. Discuss how services offered by a hair stylist differ from those offered by a watch shop. Example for the differences in services as offered by a dentist versus services offered by a pharmacy. The four special characteristics of services are: intangibility, inseparability, variability, and perishability. Service intangibility means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
Service inseparability means that services cannot be separated from their providers, whether the providers are people or machines. Service variability means that the quality of services depends on who provides them as well as when, where, and how they are provided. Service perishability means that services cannot be stored for later sale or use. Services offered by a dentist are much more intangible, inseparable, variable, and perishable than those offered by a drug store because the dentist offers more of a pure service than does a store that sells merchandise.
Compared to the services offered by a drug store, it is more difficult to evaluate the quality of the service provided by a dentist prior to the visit, and in some cases even after the service was performed. The patient must be present for dental work to be performed, and the time spent creating the service cannot be stored for later purchase if the patient misses an appointment. 3. Think of any currently available product in the market that you think might become obsolete in the next 10 years. Explain your reasons. Example: Does your computer have a floppy disk drive or use the DOS operating system?
Do you listen to music on a cassette deck? How about recording movies on a VCR tape? You probably answered no. In fact, you may not even be aware of these products. All are examples of obsolete products. But did marketers plan it that way? Many companies have been accused of using planned obsolescence as a strategy to make more money. However, new products often provide greater value for customers, especially in fast-changing industries such as computers and electronics. But what happens to the old products? This creates a growing concern over electronic waste, called e-waste.
Although e-waste represents only 2 percent of the trash in our landfills, some analysts estimate that it accounts for 70 percent of overall toxic waste. Although recycling programs are increasing and are required by law in some countries, the waste is often shipped for recycling and disposal to landfills in China, Ghana, Kenya, India, and other developing countries, where concerns over worker and environmental welfare are more lax. Week 8 – Topic 6: Pricing| In class Exercise 1. A consumer purchases a toaster from a retailer for RM60.
The retailer’s markup is 20%, and the wholesaler’s mark up is 15%, both based on selling price. For what price does the manufacturer sell the product to the wholesaler? 2. A company faces fixed costs of RM100,000 and variable cost of RM8. 00/unit. They plan to directly sell their product to the market for RM12. 00. How many units must they produce and sell to break even? 3. A manufacturer is trying to determine its breakeven volume. With fixed costs of RM100,000, a variable cost of RM10, and expected sales of 50,000 units, what should the manufacturer’s unit cost be to breakeven? 4. a) A consumer purchases a mobile phone for $150 from a retailer. If the retailer’s mark-up is 40 percent, and the wholesaler’s mark-up is 15 percent, both based on their selling prices, for what price does the manufacturer sell the product to the wholesaler? Please show your calculations below. (b) If the unit variable costs for each mobile phone are $40 and the manufacturer has fixed costs totaling $200,000, how many mobile phones must this manufacturer sell to breakeven? Please show your calculations below. ***END*** Week 9 – Topic 6: Pricing| Discussion question. Present at the end of the class.
Which pricing strategy – market skimming or market penetration – does each of the following companies use? 1. McDonald’s 2. Sony (HD TV/3D TV-any latest TV design) 3. PC 4. Gardenia Week 10 – MID SEMESTER BREAK (12 November – 18 November 2012)| Week 11- Topic 7: Place| GROUP ASSIGNMENT 4 (10 Marks) Instruction: Find 1 product advertisement in the newspaper. With regard to the products advertised, answer the followings: 1. Describe the target market the advertisement is directed at. (1 Mark) 2. Describe the 4 P’s of the advertised products. i. Product a. Describe the levels of product. (3 Marks)
Core? / Actual? / Augmented? b. Which type of consumer products does it fall into? (1 Mark) Convenience/ shopping/specialty/unsought? Explain your answer. c. At which stage of PLC do you think this product is currently in? (1 Mark) Intro/ growth/maturity/decline? Explain your answer. ii. Promotion d. Which promotion mix is being used? (1 Mark) Advertisements/sales promotions/public relations/Direct marketing? Explain your answer. e. Which category of advertisement does it fall into? (1 Mark) Inform/persuade/Remind? f. Draw the communications process (nine elements) referring to the advertised products. 3 Marks) Refer page 432 of textbook, relate to the advertised product. iii. Place g. Where can you buy the product advertised? (1 Marks) h. It is using direct channel / indirect channel? (1 Mark) i. Which distribution strategy is used? (1 Mark) Intensive/exclusive/selective? j. What marketing intermediaries used to sell the products? (1 Mark) Week 12 – Topic 8: Promotion| Submit Group Assignment 4 at the end of this week. Week 13 – Topic 9: Ethics and social responsibility in Marketing| GROUP PRESENTATION ASSIGNMENT(10 marks) SEMESTER SEPTEMBER 2012 Topic: THE CHOCOLATE CANDY BRANDING 1.
Determine the most appropriate target market. 2. Develop a brand name for the product. 3. Develop the packaging including colors that will be used. 4. Determine the price. 5. Determine the distribution/outlets. Explain in your presentation: 1. Why do you choose the target market(s)? 2. How do you come up with the brand name? 3. Why do you use the colors and the aspects of lettering? 4. How do you determine the price? 5. How does the distribution strategy fits with the target market? Week 14 – Topic 10:International Marketing| Continue with the presentation. Week 15 – Revision| * Questions for revision will be provided later.
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