Session1

Contents
1. Introduction & Course Overview
2. Understanding Markets
3. Marketing Fundamentals & Management
4. Core Concepts: Needs, Wants, Value & Exchange
5. Market Offerings: Products, Services & Experiences
6. Customer Value & Value-Driven Strategies
7. The Changing Face of Marketing
8. Marketing Environment: Internal, Micro & Macro
9. Case Discussions & Activities

•Are you obsessed with any brand???? And Why???

Market= Population+
Purchasing Power + Purchasing
Need
Examples:
How to understand the market
of purified water?
what is the market of Nike?
How to
understand the Nike’s market?

Marketing Defined
The American Marketing Association’smanagerial definition:
“Marketingis the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and services to create exchanges that
satisfy individual and organizational objectives.”
Marketing involves identifying, anticipating, and satisfying customer
needs and wants at a profit. Building relationships with customers to
ensure long-term profitability and satisfaction.
Modern Marketing Combines traditional methods with data and digital tools.
It uses two-way communication to foster customer loyalty. It Includes market
research, social media, and advertising campaigns.

Simple Marketing System

Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

Some more concepts.....

• Needs
• Wants
• Demands
• Value Vs Satisfaction
• Exchange Vs Transaction

Customer Needs, Wants and Demand

Value and Satisfaction

• Value
• Value is the worth or utility a customer gains from a product or service in
comparison to the price he or she pays for the same.
• Customer satisfaction
• Customer satisfaction is the psychological state of the consumer that arises
from a comparison of the product’s perceived performance with his or her
expectations
• Example: Amul –reliable quality at affordable price →customer delight.

Exchange and Transactions

• Exchange
• Exchange means to get something of value in return from its owner for
something of value with the owner
• Transaction
• The actual occurrence of a specific event in exchange
• It can be defined as the particular contract between two people in which goods,
services, or cash are exchanged
• Airbnb –exchanging local hospitality for traveler trust.
• Paytm –transaction ecosystem for cashless India

Market Offerings: Products, Services

and Experiences
• Tangible items like electronics or clothing1. Products:
• Intangible offerings that add value, such as consulting or
repair2. Services:
• Emotional moments created, e.g., in amusement parks
or luxury hotels3. Experiences:
• Companies must craft and deliver offerings to meet
customer expectations by leveraging their expertise.4. Designing Offerings:
Crafting Market Offerings to Meet Consumer Needs

Examples...

Customer Value
• Perceived benefits vs. perceived costs
• Includes tangible & intangible benefits
• Affects customer retention, loyalty, profitability

Designing a Customer-Value Driven

Marketing Strategy
• In today’s competitive marketplace, businesses must create a
marketing strategy focused on delivering superior value to attract
and retain customers.
• A value-driven strategy aligns with customer needs and
expectations, ensuring businesses offer more than just products.
• By understanding what customers value most, companies can
exceed expectations and foster
• strong, long-term relationships.
• Customer value-driven marketing approach builds customer
loyalty and helps sustain competitive advantage-Tanishq –offers
trust and cultural relevance, not just jewelry.

Case Discussion

The Changing Face Of Marketing

The
Changing
Face of
Marketing
Expended use
of test
marketing
Metamorphos
is of field
selling
Global
marketing
panning
Digitisation
The spread
of marketing
research
The
dominance of
the customer

Session 2

Consumer-An Enigma
7

•Why Nestle added variants to Maggi Noodles???

•Why Myntra woos consumers by organising mega events like ‘End
of Reason Sale’???
People do not buy products or services, they buy benefits.

•An excellently engineered product may fail just because the

customer does not identify himself/herself with [Link] you think of
such a product???

Consumer behavior reflects all decisions about the acquisition,

consumption and disposal of an offering by people over time.

Why Study Consumer Behaviour?

Marketing applications of consumer behavior:
• Market segmentation
• Target market selection
• Positioning
• Product or service decisions
• Pricing decisions
• Distribution decisions
• Promotion decisions

•High Involvement Products-Television

•Low Involvement Products-Toilet Soap
“Which product did you buy after heavy research?”
“Which did you buy without thinking?”

Factors Affecting Consumer Behavior

1. Cultural Factors
Culture
Subculture
Social Class
2. Social Factors
Reference Groups
Family
Roles and Status
3. Personal Factors
Age and Life Stage
Occupation
Economic Situation
Lifestyle
Personality and Self-Concept
4. Psychological Factors
Motivation
Perception
Learning
Beliefs and Attitudes
Understanding the consumer behavior leads companies to plan out their marketing
initiatives

•Subculture
Nationalities,religions,racial groups and geographic regions.
•Social Class
Occupation,income,wealth,education.
Nescafe changing Consumer Behaviour in Japan
[Link]

Social Factors
•Reference Groups
Opinion Leaders
•Family
Family of Orientation
Family of Procreation
•Social Roles & Statuses

Personal Factors
•Age and Stage in the Life Cycle
•Occupation and Economic Circumstances
•Lifestyle
•Personality and Self Concept
•American brand Crocs wooing Chinese
•[Link]

• Motivation
• Perception
• Learning
• Beliefs and Attitudes
Psychological Factors

Maslow's Hierarchy of Needs

Model-A Marketing Perspective
Self-
Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
• Self-Actualization: Achieving potential and self-fulfillment.
• Esteem Needs: Self-esteem, status, recognition.
• Social Needs: Relationships, love, belonging.
• Safety Needs: Security, safety, and protection.
• Physiological Needs: Basic survival needs (food, water, shelter).
An understanding of the human needs can provide a better insight into the
consumer thought processes and buyer behavior

Perception
•Perception involves how individuals organize, interpret or make
meaning out of stimuli detected through the senses from the
environment
•Examples
Price-Quality Perception: Consumers often perceive higher-priced goods (Rolex, iPhone)
as better quality.
Packaging: Patanjali products in earthy tones = “natural & Ayurvedic.”
Advertising: Surf Excel’s “Daag Achhe Hain” changed perception of stains from negative
→ positive (learning tool).
Country of Origin Effect: Swiss watches → precision; Japanese electronics → reliability.

Attitude
Cognitive Component-Believing iPhones are more secure than Android phones.
•Attitude is a psychological state that is expressed by making some sort
of evaluative response about a specified object, which may be a
product brand or idea
•Components of Attitude
• Affective Component-I love the taste of Cadbury’s dairy milk
• Behavioural Component-Choosing to buy Nike sneakers repeatedly because
of positive prior experience.

Personality
12
•Personality means the temperamental profile of a person in terms of
his behavioral dispositions and tendencies that may have an impact
on his or her mental processes
Examples:-
Extroverts: Prefer social brands like Myntra, Instagram, Starbucks.
Introverts: Prefer niche or solitary-use products like Kindle, Bose headphones.
Adventurous personalities: Attracted to Royal Enfield, GoPro, Decathlon.

Learning
• Learning refers to the acquisition of knowledge, skills, behaviors or
attitude that results from activities of experience, study, or observation
• Types of Learning
• Classical Conditioning: McDonald’s jingle “I’m lovin’ it” → association with fun, quick
meals.
• Operant Conditioning: Amazon offering instant cashback on purchases.
• Cognitive Learning: Consumers switching to electric vehicles after researching cost
savings.
• Social Learning: Viral TikTok/Instagram trends influencing product demand-Korean
Skincare

•[Link]
treatonomics-liptstick-effect/?utm_source=[Link]
•[Link]
goods/our-insights/state-of-consumer

•Complex Buying Behaviour

•Dissonance-Reducing Buying Behaviour
•Habitual Buying Behaviour
•Variety-Seeking Buying Behaviour

Stages of the Buying Decision Process

Need/Problem
Recognition
Information
Search
Evaluation of
Alternatives
Purchase decision
Post-Purchase
Behaviour

Participants in the Buying Decision

—Buying Roles
•The primary buying roles identified in a buying decision are:
• Initiator
• Influencer
• Decider
• Buyer
• User
• Gatekeeper
Your family is buying a new
car?Think what role each family
member will play??

• So how is the Consumer Behaviour in India now????

• What’s trending???

Session 3
Contents
1. Introduction to Business Markets
2. Key Differences: Consumer vs Business Markets
3. Types of Buying Decisions
4. Participants in the Buying Process
5. Factors Influencing Decisions
6. Business Buyer Decision Process
7. Digital & Social Media in B2B
8. Institutional & Government Markets
9. Class Activity

Business market

International B2B Examples

[Link]-Royce “Power by the Hour”
1. Instead of just selling aircraft engines, Rolls-Royce sells engine flight hours
as a service. Airlines like Emirates and Singapore Airlines pay for uptime
rather than ownership.
2. Highlights: “Servitization”of products, long-term buyer–supplier
contracts, digital monitoring.
[Link] & IBM TradeLens
1. A blockchain-based B2B supply chain platform to digitize global shipping
documentation.
2. Highlights: Collaboration between a logistics giant and a tech leader; trust
and efficiency in B2B ecosystems.

3. Caterpillar’s Autonomous Mining Trucks

Sold to mining companies like Rio Tinto, these trucks reduce costs and risks.
Highlights: Complex B2B decision-making, heavy CAPEX, integration with client
operations.
AD clip
[Link]

Indian B2B Examples

[Link] Rooms –B2B with Hotels
1. OYO does not just serve customers; its core model is B2B, partnering with
small hotel owners to standardize and supply tech + booking systems.
2. Highlights: Vendor partnerships, modified rebuy situations (tech
upgrades).
[Link] (Indian B2B Manufacturing Marketplace)
1. Connects global OEMs (like GE, Siemens) with Indian SMEs for custom
manufacturing.
2. Highlights: E-procurement, B2B digital platform success, “Made in India”
supply chain strength.

[Link] (Flexible Workspace Solutions)

1. Provides customized office spaces to enterprises like Accenture, Google, and
Deloitte in India.
2. Highlights: Long-term contracts, decision-making by multiple stakeholders
(real estate, finance, HR).

Aspect Consumer Market (B2C) Business Market (B2B)

Buyers Many, small individual buyers Few, large organizational buyers
Purchase Volume Small, frequent Bulk, high-value
Demand Direct, personal needs Derived from consumer demand
Buying Process Simple, quick, emotional Complex, formal, rational
Decision Makers Individual/family Multiple stakeholders (buying
center)
Relationship Short-term, transactional Long-term, partnership-based
Price Sensitivity High, promotions matter Negotiated, contract-based
Marketing Focus Mass ads, brand appeal Personal selling, relationship
marketing
Consumer vs. Business Markets

Volvo Dynamic Steering (VDS)

Truck example...
•Volvo positions VDS as reducing driver strain by up to 85%, improving maneuverability,
• lowering accident risk, and extending vehicle life.
•These benefits appeal directly to businesses by promising:
•Lower operational costs
•Fewer accidents (insurance savings)
•Higher driver retention and satisfaction (important in markets with truck driver shortages).
•Volvo Ad clip
• [Link]

Rational Purchasing Decisions in

Business Markets
• Purchasing decisions in business markets are generally more rational.
• Guided by specific needs, quality, and cost considerations.
• Unlike consumer purchases, which may involve emotional factors or brand preferences.
• The buying process involves multiple departments and individuals.
oExample: Purchasing new enterprise software may require input from IT, finance, and
operations.
• Collaborative approach ensures solutions meet technical and budgetary requirements.
• Relationships between buyers and suppliers are critical.
oLong-term relationships can lead to favorable terms and impact negotiations and contract
stability.

Types of Decisions in Business Markets

• Decisions in business markets range from straightforward purchases to complex
procurement
processes.
• The decision-making process typically includes several stages:
oRecognizing a problem or need.
oSearching for information.
oEvaluating alternatives.
oMaking the purchase decision.
oConducting post-purchase evaluation.
• Different stakeholders may be involved at each stage.

Types of Decisions in Business Markets

(cont.)
• Complexity often reflects the size and strategic significance of the purchase.
oExample: Procuring high-value machinery involves:
➢Detailed evaluation of suppliers.
➢Rigorous cost-benefit analysis.
➢Consideration of long-term maintenance and support services.
• Ensures alignment with the organization’s overall strategy and operational needs

Understanding Business Buyer Behavior

• Essential for developing strategies that address the
needs and preferences of organizational purchasers.
• Explores various types of buying situations
encountered in business markets.
• Identifies the participants involved in the buying
process.
• Highlights the major influences that shape business
buying decisions.
Understanding
Business Buyer
Behavior:

Participants in the Business Buying

Process

articipants
Users:
Individuals who will ultimately
use the product or service.
Influencers:
Provide recommendations and
input on product
specifications and alternatives.
Buyers:
Responsible for selecting
suppliers and negotiating
terms.
Deciders:
Hold the authority to approve
the final supplier choice.
Gatekeepers:
Control the flow of
information and access to
other participants.

Types of Buying Situations in Business

Markets
1. New Task:
• Arises when an organization makes a purchase that is entirely new, requiring extensive
information gathering and evaluation.
• Example: Investing in advanced robotics for the first time.
2. Modified Rebuy:
• Involves changes to existing products or services, such as upgrading software or altering
service
contract terms.
3. Straight Rebuy:
• Refers to routine, repetitive purchases where the buyer orders the same product under
the
same terms without significant changes.
• Example: Reordering office supplies.

Case Study 1: Tata Steel & Jaguar

Land Rover (JLR)
• Scenario: JLR (UK-based, owned by Tata Motors) relies heavily on
Tata Steel for specialized automotive-grade steel.
• B2B Insights:
• Complex procurement process involving R&D, quality checks, and global
supply chain coordination.
• llustrates derived demand: Rising EV production at JLR increases steel
demand.
• Supplier relationship management and long-term contracts.

Stages of Business Buyer Decision

Process

[Link] Recognition
[Link] Description
[Link] Specification
[Link] Search
[Link] Solicitation
[Link] Evaluation
[Link] Selection
[Link] Routine Specification
[Link] Review

[Link] Recognition
[Link] Description
[Link] Specification
[Link] Search
[Link] Solicitation
[Link] Evaluation
[Link] Selection
[Link] Routine Specification
[Link] Review

Evolution of Engagement in Business

Markets
1. Adoption of
Digital Technologies:
Increasingly
reshaping how
businesses engage
with buyers.
2. Leveraging Digital
Tools: Streamlining
purchasing
processes.
3. Utilizing Social
Media Platforms:
Enhancing marketing
strategies.
4. Transformation of
Traditional
Practices: Shift
toward online
engagement is
essential in modern
B2B landscape.

E-Procurement in Business Markets

• Definition
oUse of digital platforms to facilitate purchasing activities.
• Revolutionizing Procurement
oReduces transaction costs.
oMinimizes paperwork.
oAccelerates purchasing processes.
• Methods of E-Procurement
oReverse auctions.
oTrading exchanges.
oCompany-specific purchasing platforms.
• Benefits
oSolicits bids from multiple suppliers.
oFosters competitive pricing and better deals.
• Challenges
oPotential disruption of long-established supplier relationships.
oCompetitive bidding may strain loyalty to trusted suppliers.

B2B Digital and Social Media Marketing• Importance

oVital tool for engaging business buyers.
oShift towards online purchasing activities.
• Digital Engagement Channels
oCompany websites.
oBlogs.
oSocial media platforms (e.g., LinkedIn, Twitter).
• Benefits of Digital Engagement
oReal-time interaction with audiences.
oProvides valuable insights.
oFosters stronger connections.
• Personalization in Marketing
oUtilizes data analytics to tailor content.
oExample: Personalized email campaigns addressing unique client challenges.
o
o[Link]

Case Study 2: Infosys & Airbus

• Scenario: Infosys provides IT services, digital engineering, and cloud-
based solutions to Airbus for its aircraft operations.
• B2B Insights:
• Shows how service-based B2B contracts work with global corporations.
• Involves high switching costs and multi-year SLAs (Service Level
Agreements).
• Demonstrates integration of digital transformation in B2B relationships

Different Institutional Markets

Different Government Markets• Definition

oPurchases made by various government levels (federal to local).Heavily regulated
with strict procurement procedures.
• Example
oGovernment purchasing vehicles involves competitive bidding.
• Key Factors
oBudget constraints require cost-effective solutions.
oContracts often awarded to the lowest bidder, but quality and specifications matter.
• Supplier Requirements
oMust navigate regulations and provide detailed product specifications.
oPrecision in delivery is critical for success in this market.

CLASS ACTIVITY• A Bengaluru-based EV startup has just secured funding to launch its first
line of electric two-
wheelers. The company now faces a critical decision: sourcing battery packs, which account
for
nearly 40% of vehicle cost.
• Options:
1. Partner with an established global supplier (LG Chem, Panasonic) for proven technology,
but at a
higher cost.
2. Collaborate with an Indian battery startup offering lower prices and flexible contracts, but
with
limited track record.
3. Invest in building an in-house battery R&D unit, which requires large upfront investment
but
ensures long-term control.
• Which option would you choose if you were the decision maker?
• Is this a new task, modified rebuy, or straight rebuy situation? Why?

Session 4

Contents
1. Introduction
2. Understanding the Customer Value–Driven Marketing
3. Market Segmentation
4. Bases for Consumer Market Segmentation
5. Demographic Segmentation
6. Geographic Segmentation
7. Psychographic Segmentation
8. Behavioral Segmentation
9. Bases for Business Market Segmentation
10. Business Market Segmentation Types
11. Strategic Segmentation Shifts (Examples)
12. Segmentation Strategies
13. Market Segmentation Process
5
14. Targeting
15. Targeting in Marketing Strategy
16. Types of Targeting
17. Differentiation vs Positioning
18. What is Positioning?
19. Positioning Strategies & Adaptation
20. Types of Positioning (Attribute, Benefit, Competition)
21. Continuous Positioning
22. Differentiation
23. Benefits of Differentiation
24. Product Differentiation
25. Service Differentiation
26. Criteria for Effective Differentiation

Introduction
Understanding the Customer Value–Driven Marketing
• Focuses on creating, delivering, and communicating value to customers.
• Places the customer at the center of all marketing activities.
• Aims to satisfy customer needs and wants.
• Builds long-term relationships and loyalty.
• Tailors offerings to meet specific customer demands.
• Understands the customer journey and provides superior solutions.
• Goes beyond making a sale to exceeding expectations and fostering repeat business.
• Faces challenges in adapting to a dynamic, competitive market.

Market segmentation
•Market segmentation is the act of dividing a large market into
subgroups or niches of consumers based on their shared buying
•behavior or “needs”.It is a market coverage strategy which involves
partitioning a large homogeneous market into smaller plus more
identifiable and measurable buyer groups.
•[Link]
7

Bases for Consumer Market

Segmentation
•The segmentation in the Consumer market is based on identifying
characteristics or behaviors common among groups of consumers
•It helps businesses to tailor their products and Market Strategy
•There are four primary bases for consumer market segmentation:
• Demographic
• Geographic
• Psychographic
• Behavioural.

Demographic segmentation
9
• Implies dividing the market in terms of factors such as age, gender, income,
education, occupation and family size
Hindustan Unilever (HUL) –Clinic Plus vs. Dove vs. Sunsilk Case:
• HUL has shampoos targeted at different demographic groups:Clinic Plus
→ mothers looking for family protection (mass, low price).Dove → urban
women, premium pricing, beauty-oriented. Sunsilk → youth-focused,
fashion-conscious. Learning: A single company can segment the market by
age, gender, and income simultaneously.
• Nike’s Women’s Division Nike aggressively created product lines and
campaigns (like “Better for It”) specifically for women—an underserved
segment for decades. Sales jumped significantly, validating demographic
segmentation.

Geographic Segmentation
• Considers the location of the consumers i.e. by region, seacoast, climate,
population density, or even a particular neighborhood
• McDonald’s India MenuCase: The company localized products—McAloo
Tikki burger, Paneer Maharaja Mac—to suit vegetarian culture and local
taste [Link]: Adapting to regional tastes drove massive
growth compared to simply replicating global menus.
• Coca-Cola’s Rural India PushPackaging small “affordable” SKUs like ₹5
bottles in rural markets to expand penetration, while urban campaigns
focused on lifestyle branding.

Psychographic segmentation
•Is concerned with the consumer’s lifestyle, values, interests and
personality traits
•Apple’s Lifestyle Positioning -Apple markets iPhones and MacBooks
not as just devices but as lifestyle choices for creative, design-savvy,
status-conscious consumers. Learning: Shared values and lifestyle
positioning drive loyalty despite premium pricing.
•Harley-Davidson focuses on consumers’ desire for freedom,
rebellion, and brotherhood, building strong “tribe” loyalty far
beyond functional product benefits.

Business Market Segmentation (cont.)

• Firmographic segmentation
Dividing businesses by characteristics of the business structure such as
the industry type, company size, revenue, number of employees or
ownership structure
•Salesforce CRM offers solutions tiered by business size:
•Small startups (affordable “Essentials” plans),Mid-size firms
(customizable “Professional” plans),Large enterprises (complex
integrations + AI).
•Asian Paints –Institutional vs. Retail Markets separate approaches
for retail customers (color experiences, advertising) and business
clients (real estate developers, large contracts).

Strategic Segmentation Shifts

(examples)•Disney+ Hotstar (India)
•Initially mass-targeting cricket fans; later segmented into premium
OTT subscribers, regional language audiences, and sports viewers.
•Lost IPL rights → pivoted segmentation to regional language shows
and affordable subscriptions to retain volume.
Tesla (Global & India entry)
•Tesla initially segmented premium EV buyers (tech enthusiasts,
sustainability-conscious).
•In India, challenges force them to re-think: possible focus on upper-
class metros vs. potential future mass-segment EV launches.

Segmentation Strategies
•Segmentation strategies are the approaches companies adopt to
separate a bigger market into smaller and more manageable groups of
customers/businesses
•The different ways:
• Differentiated marketing
• Differentiates the product offering and marketing strategy for multiple segments of the
market. Differentiated marketing maximizes reach and revenue but can be expensive due to
multiple campaigns.
• Example :Maruti Suzuki → Alto (budget-conscious), Swift (youth/urban), Ciaz (premium
family).
• Procter & Gamble (P&G) → Tide (stain removal), Ariel (premium quality),
• Gain (fragrance-oriented).
1
7

• Concentrated marketing
• Refers to targeting a single, specific [Link] profitability per unit, builds
strong brand loyalty, but risky if the niche shrinks or competition rises.
• Example
• Paper Boat → focuses on traditional Indian beverages like Aam Panna, Jaljeera, targeting
nostalgia-driven urban consumers.
• Rolex → ultra-premium watches for luxury/status-conscious buyers.
• Mass marketing or Undifferentiated marketing
• The businesses consider all customers as comprising a single homogeneous group.
• Mass marketing works for staple products, but in highly fragmented markets, it often
• loses edge to more tailored approaches.
• Example:
• Colgate Salt Toothpaste (early 2000s) → advertised to all households as
• “family toothpaste.”
• Coca-Cola (classic version) → positioned for everyone, “Open Happiness,” universal
• taste and lifestyle.

Market Segmentation Process

•Process of market segmentation consists of stages followed to
effectively segment the market
•Different Stages
• Identification of the market: defining the limits and area of the given market
• Identifying segmentation variables: selected such as Demographic,
Psychographic, Geographic and Behavioural variables
• Examining and Choosing target segments: Examining and Choosing target
segments in terms of size, growth, profit opportunity and the ability of the
company
• Selecting segment specific strategies: Choosing strategies for each chosen
segment and adapting the company’smarketing communications and
promotions accordingly

Changing trend in Segmentation

•[Link]
why-modern-marketers-are-doubling-down-on-getting-it-
right/#:~:text=Segmentation%20helps%20brands%20navigate%20this
,prioritize%20efforts%20based%20on%20impact
•[Link]
segmentation

Key Marketing Concepts

• Fundamental marketing concepts include targeting, differentiation, positioning, and
competitive strategy. These elements shape a brand’sapproach to reaching and engaging
customers.
• Market Targeting: This involves identifying a specific group within a larger market that is
most likely to benefit from a product or service.
• Marketing Differentiation: Companies create uniqueness by offering distinct
features, superior quality, or added value in their products or services.
• Marketing Positioning: Positioning defines how a brand or product is perceived relative
to competitors.
Marketing success depends on selecting the right target market, differentiating effectively,
and
positioning a brand clearly.
If companies fail in one of these three areas often lose market share (e.g., Nokia’s poor
repositioning in smartphones).

Targeting
• Market Targeting
• Targeting is the process of selecting specific segments within a broader market to
focus marketing efforts.
• It begins with segmentation, which categorizes customers based on shared
characteristics like demographics, location, and behavior, allowing businesses to
allocate resources effectively.
• Targeting Strategies
• Businesses can adopt different targeting approaches, including differentiated targeting
(customized strategies for multiple segments), concentrated targeting (focusing on a
single segment), or mass marketing (a uniform strategy for the entire market)
• Impact on Business Success
• Aligning products with targeted segments enhances customer satisfaction, fosters
loyalty, and drives sales growth.

Types of Targeting
• Targeting involves selecting specific segments of a market to focus marketing
efforts effectively.
• There are three primary targeting strategies, each with distinct goals and
approaches.
• Differentiated Targeting
• Strategy:
• Different marketing strategies for different customer segments.
• Tailors products and messages to maximize relevance and appeal.
Flipkart Kids’ Store: Differentiated targeting —separate campaigns
for kids’ toys, school supplies, and fashion.
Nike: Differentiated targeting —runners, basketball players,
women’s fitness, kids.

Types of Targeting (contd.)

• Concentrated Targeting
• Strategy:
• Focuses all marketing efforts on a single, well-defined market segment.
• Ideal for startups or niche businesses with limited resources.
• Paper Boat Drinks: Concentrated targeting of nostalgia-driven urban
millennials.
• Tesla: Initially concentrated on luxury EV buyers (Model S), then expanded.

Types of Targeting (contd.)

• Mass Marketing
• Strategy:
• A single marketing message aimed at a large, broad audience.
• Works well for products with universal appeal.
• Coca-Cola: Mass marketing, with universal appeal ads like “Share a Coke.”
• Amul: Uses mass marketing with campaigns like “Amul Girl” targeting every
Indian household.

Case to Discuss 1
•Patagonia: Concentrated targeting of eco-conscious
consumers. Its “Don’t Buy This Jacket” campaign positioned the
brand as environmentally responsible, attracting loyal niche
buyers.
[Link]
patagonia-s-daring-campaign-2b37e145046b
Positioning
• Positioning is a strategic marketing process that creates a unique and distinctive brand or
product identity in consumers’minds.
• It differentiates a company’soffering from competitors and ensures relevance to the target
audience.
• Key Elements of Positioning:
• Understanding customer perceptions, market trends, and competitor
strategies.
• Crafting compelling messaging that highlights a brand’sunique strengths.

Types of Positioning
• Functional Positioning: Focuses on product features and benefits.
• Pepsodent,Maruti Celerio,Pediasure etc.
• Emotional Positioning: Creates an emotional connection with consumers
• Tanishq, Patek Philip Watches,HDFC life
• Competition-Based Positioning
• Compares the brand directly with competitors, emphasizing advantages.
• Southwest Airlines (US): Competition-based —“Low fares. Nothing to hide.”
• Zomato vs. Swiggy: Competition-based —each highlights faster delivery, more
restaurant partners.

Types of Positioning(contd.)
• Attribute Positioning
• Focuses on specific product features that differentiate it from competitors.
Fevicol: Attribute positioning —“strong adhesive” (iconic ads with elephants)
• Benefit Positioning
• Highlights how a product improves the consumer’s life
BMW: Benefit-based —“Sheer Driving Pleasure.”
[Link]
new-
brand-campaign-to-drive-its-new-positioning-of-magical-interior-experiences-
124091000446_1.html

Session 5

Contents
5
1. Recap & Today’s Agenda
2. Concept of Product (goods, services, experiences,
ideas)
3. Three Levels of Product (Core, Actual, Augmented)
4. Product Life Cycle (Intro, Growth, Maturity, Decline)
5. PLC Strategies by Stage
6. Case : Netflix & the PLC
7. New Product Development (NPD): Stages &
Objectives
8. Global & Local Cases (Kindle, Erigo, Minimalist)
9. Quick Quiz

Concept of Product
6
What is a Product?
• A fundamental marketing concept that satisfies consumer needs.
• Can be tangible (physical goods) or intangible (services, experiences,
ideas).
• Marketers must craft compelling product offerings aligned with
target audience needs.

Concept of Product (cont.)

7
• A product is anything offered to a market to satisfy customer needs
and wants.
• It includes physical goods, services, experiences, and ideas.
• A product’sability to be a success in the market depends on several
factors such as:
• The product’srelevance to the target audience
• Distinctive positioning of the product against its competition
• The product’scapacity to meet customer expectations through the complete
product cycle

Levels of Product
8
• A Product is not just a physical item but a package of value
for customers.
• It fulfills functional, emotional, and psychological needs.
• The three levels of a product help marketers create effective
offerings.
• Core Product
• Basic benefit or purpose the product provides.
• Actual Product
• Tangible features of the product.
• Augmented Product
• Additional benefits & services that enhance the customer
experience.
 Levels of Product –Apple
Level Examples
Core Product Communication, connectivity, productivity
Actual Product iPhone hardware, iOS software, sleek design, App ecosystem
Augmented Product AppleCare warranty, iCloud storage, Genius Bar, App Store support

Levels of Product –Ola

Level Examples
Core Product Transportation from point A to B
Actual Product App interface, driver, car, GPS tracking, payment integration
Augmented Product Discounts, Ola Money wallet, ride-sharing, safety features, customer
support

Levels of Product –Singapore Airlines

Level Examples
Core Product Safe, comfortable air travel
Actual Product Aircraft, in-flight meals, seating, cabin crew service
Augmented Product KrisFlyer loyalty program, airport lounges, personalized services,
baggage
services

Levels of Product –Mercedes Benz

Level Examples
Core Product Mobility, prestige, luxury
Actual Product Car design, engine performance, safety features, interiors
Augmented Product Warranty, roadside assistance, premium ownership experience, brand
heritage

Product Life Cycle (PLC)

14
• The Product Life Cycle (PLC) describes the stages a product goes
through from introduction to decline.
• Each stage presents unique challenges and opportunities.
• Businesses must adapt marketing strategies at each phase.
• The Four Stages of PLC:
• Introduction
• Growth
• Maturity
• Decline

Product Life Cycle (cont.)

Introduction Stage
• Product is launched in the market.
• High costs for promotion, distribution, and production.
• Slow sales growth and potential financial losses.
• Key Strategies:
• Penetration Pricing –Low price to gain market share.
• Skimming Pricing –High price to recover costs quickly.
• Heavy marketing & awareness campaigns.
Example-IBM's Simon Personal Communicator- The Simon was one of the first smartphones,
released in 1994. It had features like a touchscreen, email, and a calendar. However, it was
bulky and expensive, and there was little market demand for it at the time. The product
quickly failed to gain traction and was removed from the market, never reaching the growth
stage.

Product Life Cycle (cont.)

Growth Stage
• Sales and profits increase.
• More competition enters the market.
• Companies improve product features and expand distribution.
• Key Strategies:
• Brand Loyalty Campaigns.
• Enhanced product features & variations.
• Competitive pricing & aggressive promotions.
Example-Beyond Meat disrupted the vegan food market by creating plant-based products
that
closely mimic the taste and texture of real meat. By partnering with global restaurant chains
like Burger King, the company was able to reach a mainstream audience and rapidly scale its
market adoption, leading to explosive growth.

Product Life Cycle (cont.)• Maturity Stage

• Peak market penetration –sales growth slows.
• Intense competition leads to price wars and profit pressure.
• Companies focus on differentiation & brand positioning.
• Key Strategies:
• Product improvements & line extensions.
• Targeted marketing to retain customers.
• Cost-cutting & operational efficiency.
Example-Coca-Cola's flagship product is a perfect example of a product in the
maturity stage. Sales are steady, but there is fierce competition from other
beverage brands. To maintain market share, the company has diversified its product
line to include diet and flavored versions, water, juices, and other beverages to
cater to changing consumer preferences.

Product Life Cycle (cont.)

Decline Stage
• Sales drop due to market saturation or new technology.
• Companies decide whether to revamp, phase out, or reposition the
product.
• Key Strategies:
• Discount pricing & clearance sales.
• Repositioning to niche markets.
• Product discontinuation & reinvestment in new innovations.
Example-Typewriters were in the maturity stage for decades, but the emergence of
computers and
word processors in the 1980s led to their rapid decline. The new technology offered a better,
more
efficient way to write and edit. Today, typewriters are largely novelty items or vintage
collectibles
 Product Life-
Cycle Strategies
Introduction Stage
•Characteristics: High costs, low
sales, and limited profits as the
product is launched.
•Strategy: Focus on building
product awareness and initial
adoption through marketing
efforts.
Growth Stage
•Characteristics: Rapid market
acceptance, increasing sales, and
improving profitability.
•Strategy: Maximize market share
and optimize distribution and
promotion.
Maturity Stage
•Characteristics: Sales growth
slows as market saturation
occurs.
•Strategy: Defend market
position, explore new market
segments, and consider product
improvements.
Decline Stage
•Characteristics: Sales decline
due to market saturation or
technological change.
•Strategy: Decide whether to
maintain, harvest, or discontinue
the product.
New Product Development (NPD)
22
• The process of creating and launching new products to meet
customer needs, gain market advantage, and grow business.
• Involves multiple stages, testing, and collaboration for successful
implementation.
• Key Objectives of NPD:
• Address changing consumer demands.
• Differentiate from competitors.
• Generate sustainable value.

New Product Development Process

Idea
Generation
•Purpose: To
generate a broad
pool of ideas for
new products.
Idea
Screening
•Purpose: To filter
ideas and identify
viable options.
•Criteria:
Concept
Development
and Testing
•Purpose: To turn
ideas into product
concepts and test
them with target
audiences.
Marketing
Strategy
Development
•Purpose: To
develop a detailed
marketing plan for
the product.
Business
Analysis
•Purpose: To assess
the product’s
business viability.
•Analysis: Expected
Product
Development
•Purpose: To create
a prototype or full-
scale version of
the product.
Test
Marketing
•Purpose: To
launch the
product in a
limited area to test
market response.
Commercializ
ation
•Purpose: To fully
launch the
product into the
market.
•Methods: Feasibility, •Components: sales, costs, and •Activities: •Activities:
Techniques like alignment with •Methods: Concept Target market profitability Engineering,
•Outcome: Insight Production ramp-
brainstorming, company goals, testing through analysis, projections. design, and testing into
real-world up, distribution
customer profitability, and focus groups or positioning, for functionality customer expansion,
and
feedback, potential market surveys to gauge pricing, and safety. reactions and full-scale
competitor size. market interest. distribution, and refinement needs. marketing.
analysis, and promotion
employee strategies.
suggestions.
Managing New Product Development
Emphasis on a cross-functional team, continuous feedback, and agile processes to respond
quickly to market changes.

Global Case Study: Amazon Kindle

Amazon identified a gap in the market for a great hardware device for reading long-form
content.
The Kindle was developed to solve key pain points of physical books, such as their bulkiness
and
the difficulty of carrying a large library. The product's success was driven by its portability
and its
ability to provide on-demand access to a vast digital library, effectively creating a new
product
category.
Local to Global Case Study: Erigo (Indonesian Fashion Brand)
Starting as a local fashion brand in Indonesia, Erigo implemented an effective product
marketing
strategy to go international. The company successfully expanded its reach outside of
Indonesia by
using programs like the Shopee export program, which eventually led to the brand
showcasing its
products on billboards in Times Square, New York. This demonstrates how a local company
can
use smart NPD and marketing to achieve global recognition.
New Product Development (cont.)

• To be discussed during session

Session 6

Contents
5
1. Introduction to Pricing Decisions
2. Factors Affecting Pricing Strategies
3. Objectives of Pricing
4. Types of Pricing Strategies
5. Q & A / Case Discussion
Introduction
7
•Pricing decisions significantly impact a company's marketing strategy,
profitability and market position
•Companies can enhance product positioning by aligning pricing
strategies with broader marketing concepts, strengthening their
competitive edge to attract customers and boost sales
•Understanding the dynamics of pricing helps in creating value and
building long-term customer relationships

•Pricing is not just about covering costs; it shapes brand image, customer perception, and
market share

•Pricing is not just about covering costs; it shapes brand image, customer perception, and
market share.
•Examples :
•Tata Nano was priced at ₹1 lakh to position it as the “people’s car,” but the “cheap”
perception hurt its aspirational appeal.
• Apple charges a premium for iPhones, reinforcing exclusivity and innovation.

Factors affecting Pricing Strategies

9
•Cost of production
Reliance Jio initially absorbed huge infrastructure costs but priced low
to disrupt the telecom market.
•Firm’s total cost structure
•Market demand
Airline surge pricing on Diwali or Christmas in India.
•Competition in the market
Swiggy vs. Zomato frequently adjust pricing, discounts, and delivery
charges.
•External factors
GST changes on FMCG products like biscuits (Parle, Britannia).

Objectives of Pricing
10
•Reaping maximum profits
Miele (Germany) prices its vacuum cleaners very high, earning margins
via niche customers.
•Market growth
Paytm offered heavy cashback during demonetization to acquire users.
•Brand positioning
Rolex prices high to maintain its luxury brand aura.
•Customer loyalty
Amul’sfair pricing strategy maintains trust across decades.
Pricing is more than a financial tool –it is a tool for creating customer
perceptions and driving long term relationships

Types of Pricing Strategies

11
•There are many pricing strategies every business must use to position
the products or services offered onto the market and meet or surpass
its financial goals.

Types of Pricing Strategies (cont.)

•Cost plus pricing
• In Cost Plus pricing, the company will calculate the costs associated with
producing a product is then add some percentage to that as a markup to
the selling price
• Pros: all costs are covered and it has a consistent profit margin.
• Cons: May not always correlate with market conditions and the product
can be overpriced or underpriced.
• Example: Indian Railways catering services price meals by adding a fixed
markup on preparation cost.
• Traditional manufacturing firms in Europe (e.g., Bosch tools) often adopt
this for predictable margins.
• Many Indian government projects (like road construction) use cost-plus
contracts with contractors.

Types of Pricing Strategies (cont.)

13
• Competitive pricing
• In Competitive pricing the prices of products are determined while also
considering the prices offered by the competitors.
• Pros
• Helps businesses to stay relevant in the market and attract price sensitive
• customers
• Helps businesses who may want to distinguish themselves via premium
pricing strategy
• Cons
• This can lead to costly price wars
•.

Types of Pricing Strategies (cont.)

• Example:Flipkart vs. Amazon India—during Big Billion Days, both
constantly monitor and undercut each other’s prices.
• Walmart matches competitor prices in the US to maintain its low-price
leadership.
• Cola wars (Coca-Cola vs. Pepsi) in India—both priced soft drinks
aggressively at ₹10/₹20 bottles to capture rural penetration

Types of Pricing Strategies (cont.)

15
• Dynamic pricing
• The prices vary in real time based on real time supply and demand
conditions
• Appears in industries such as travel and e-commerce
• Pros:
• Works quite well to maximize revenue by bargaining those prices as
functions of consumer behavior, seasonality, and inventory levels
• Cons:
• Difficult to do without sophisticated data analytics and technology
Example: Ola and Uber charging higher during peak hours
Delhi/[Link] Airlines like Emirates and Singapore Airlines
use algorithms to adjust ticket prices in real-time.
Amazon adjusts prices of thousands of products multiple times a day
based on consumer clicks and competitor prices

Case to Discuss
•[Link]
considers-dynamic-pricing

Latest News....
•[Link]
consumers-become-increasingly-cost-conscious-124072500733_1.html
•[Link]
swiggy-joins-zomato-with-rs-10-fee-hike-124102400792_1.html

Premium Pricing
18
• Premium pricing is employed to charge higher prices than other competitor prices for
their products or services by positioning their products or services as luxury or high
quality
• This approach assumes that higher prices mean better value, exclusivity and prestige
• Under this approach, uniqueness of features, exceptional craftsmanship and unique
technology used may be highlighted for the products
• Pros
• Premium pricing can help in increased profit margins.
• Premium pricing can help in achieving the perception of exclusivity and desirability
around a brand subsequently gaining the customers who value the status the brand
offers
• Cons
• If companies are not able to justify the higher price point, they may alienate
potential customers
• The slightest drop in product quality may result in negative consumer perceptions
and erode the product brand’spremium status

Premium Pricing (cont.)

•Example: FabIndia’shandcrafted collections priced higher to target affluent urban
customers.
•Tesla positions itself as a premium EV maker, charging higher for exclusivity.
•Starbucks in India pricing coffee 2–3x higher than local cafés, yet consumers pay for
ambiance and status.

Penetration Pricing
Market-penetration pricing
• A strategic approach where a company introduces a new product at a low
price to:
• Quickly attract customers
• Gain a significant share of the market.
•Key Aspects of Market-Penetration Pricing
• Attracting Customers with Low Prices
• High Sales Volume and Economies of Scale
• Building Customer Loyalty

•Ideal Conditions for Market-Penetration Pricing

• High Product Demand
• Avoiding Price Wars
• Strategic Price Increases
•Common Users of Penetration Pricing
• New Market Entrants
• Established Brands Launching New Products
• Price-Elastic Products
Penetration Pricing(cont.)

• Examples: Jio’sfree data and cheap plans disrupted Airtel, Vodafone.

•
• Netflix initially entered markets with low subscription rates to build scale, later raised
prices.
• Xiaomi smartphones in India—launched at very low prices to gain volume and now upsell
premium devices.
Penetration Pricing(cont.)

Economy Pricing
•Economy pricing refers to a cost-effective pricing strategy where
products are sold at a lesser price than potential competitors in a bid
to net a few prices aware customers
•Adopted by businesses focusing on minimizing costs of production,
marketing and, in some instances, basic quality
•Pros:
• Sales revenues can be positively impacted
• Market share can be increased
•Cons:
• May leave a perception of a lower quality
13

Economy Pricing(cont.)
•Example: Patanjali FMCG products sold at lower prices than HUL/ITC brands.
•Dollar Tree in the US sells all items at $1.
•Nirma washing powder (India)—“Sabki Pasand Nirma” targeted cost-conscious households
at low price points

Psychological Pricing
•Psychological pricing is designed to make products or services more
appealing to customers by influencing their perception of value
•When customers lack the knowledge or expertise to judge a product’s
quality, price becomes a crucial factor
•Some common types of psychological pricing
• Pricing the product just below a whole number
• Setting a high price to create a perception of luxury or high quality

Psychological Pricing
Examples(cont.)
•Charm Pricing –₹999 instead of ₹1000 (Flipkart, Apple iPhone at $999).
•Prestige Pricing –High price = high quality (Royal Enfield, Rolex).
•Odd-Even Pricing –₹199 = bargain; ₹5000 = luxury (Big Bazaar, Walmart).
•Reference Pricing –Show slashed price (Flipkart EOSS, Amazon deals).
•BOGO/Free Offers –Domino’s “Buy 1 Get 1 Free”, McDonald’s value meals.
•Anchoring –High-priced option makes mid-tier seem affordable
•(Zomato Gold, Starbucks).
•Scarcity/Urgency –“Only 2 left!” (Flipkart, [Link]).
•Premium Services –Apollo premium check-ups, Harvard executive programs.
Captive-Product Pricing
•Captive-product pricing is a strategy where the main product is sold at
a low price, sometimes even at a loss, while the complementary or
essential add-ons are priced higher
•The main goals of captive-product pricing are:
• To build a loyal customer base
• Low initial price of the main product draws customers in
• Secure a steady stream of income from the sale of necessary complementary
products
• The ongoing need for the captive products ensures continuous purchases

Captive-Product Pricing
Examples (cont.)
• Gillette India → Razors sold cheap, blades priced high.
• Hawkins Pressure Cookers → Cooker is affordable, but gaskets and safety valves are high-
margin replacements.
• HP / Canon Printers → Printers sold low, ink cartridges costly.
• Sony PlayStation / Xbox → Consoles sold near-cost, but money made through games and
subscriptions.

Optional Pricing
29
•A pricing strategy that gives businesses the ability to provide their
base product at a standard price and then additional enhanced
features and services as an add on.
•Pros
• It can keep customers happy by only charging for the features the consumers
cherish
• This strategy can help in effective market segmentation
•Cons
• If managed inappropriately the customers may think of optional pricing as
confusing or exhausting
• Overly high prices may prevent customers taking optional features

Optional Pricing Examples(cont.)

•IndiGo Airlines → Base airfare low, but seat selection, meals, luggage, and priority boarding
charged separately.
•Ola Select Membership → Base ride fare, but optional benefits like “no cancellations” and
premium support at added cost.
•BMW & Mercedes → Optional upgrades like leather seats, sunroof, navigation systems.
•Apple iPhone Storage Models → Base iPhone cheaper, but higher-storage variants priced
significantly higher.
Bundle Pricing
31
•The pricing strategy where multiple products or services are offered
together at reduced cost as compared to what they have cost when
separately purchased
•Pros
• One of the unique ways to drive sales volume and incentivize more customers
to purchase more.
• Companies can successfully cross sell and up sell products
• By bundling, businesses can also reduce excess inventory
•Cons
• Forcing customers to buy items that they don’tneed can demotivate
customers and decrease the chances of repeat purchases
• Improperly managed excessive bundling can hamper marginal profits

Bundle Pricing Examples(cont.)

•McDonald’s India Happy Meals → Burger + Fries + Drink
•priced lower than individual items.
•JioFiber → Broadband bundled with OTT apps (Netflix, Prime Video, Disney+ Hotstar).
•Microsoft 365 → Word, Excel, PowerPoint bundled.
•Disney+ Bundle (US) → Disney+ + Hulu + ESPN+ at discounted package.

Promotional Pricing•Promotional pricing is a strategy where companies temporarily lower

the price of their products
•Pros
• To boost consumer demand
• Create a sense of urgency
• Helps in inducing behavior from the consumer such as making a quick
purchase
• Businesses can entice price sensitive consumers
• Can clear up the excess inventory
• can be used to increase brand visibility
•Cons
• If not managed carefully then it may become difficult to raise the prices later
• and this can negatively impact brand positioning

Promotional Pricing Examples(cont.)

• Flipkart Big Billion Days / Amazon Great Indian Festival → Massive discounts to boost sales
volumes.
• Domino’s India → “Buy 1 Get 1 Free” pizzas during weekdays.
• Black Friday / Cyber Monday (USA/Europe) → Limited-time price cuts across categories.
• Coca-Cola → Festival or summer campaigns with heavy price offers.
Geographical Pricing
•A pricing strategy in which the same product or service is sold at
different prices depending on the buyer’slocation.
•Pros
• By having regional prices, companies can take advantage of the region’slocal
preferences and therefore make more profit old at different prices depending
on the buyer’slocation
• This strategy can help businesses control the costs of distribution and logistics
•Cons
• Price discrepancies can result in the feeling of unfairness among those
consumers
19

Geographical Pricing Examples(cont.)

•Petrol/Diesel Prices → Differ across states due to local taxes (cheaper in Goa, higher in
Maharashtra).
•Coca-Cola → Lower-priced 200 ml bottles in rural markets vs. regular-sized bottles in
metros.
•McDonald’s → Same burger priced differently in US, Europe, and India (₹50 McAloo Tikki
vs. $4 Cheeseburger in US).
•Apple iPhone → Costs more in India due to import duties, while cheaper in the US/China.
•Starbucks India vs. US → Starbucks prices lower in India relative to luxury coffee
positioning, adjusted for affordability.
•Automobile Industry → Car prices differ globally—Toyota Camry cheaper in the US than in
some Asian markets due to import duties.

Cases to understand....
•DMart
•[Link]
•Ikea
•[Link]
•Zudio
•[Link]

Session 7

Contents
1. Introduction to Marketing Channels
2. Importance of Marketing Channels
3. Indian Channel Power Examples
4. Global Channel Power Examples
5. Types of Channel Intermediaries
6. Case Study: Amul Supply Chain
7. Case Study: Amazon India
8. Channel Behavior & Conflict
9. Vertical Marketing Systems
10. Horizontal Marketing Systems
11. Multichannel Distribution
12. Disintermediation Trends
13. Channel Design Process
14. Indian Consumer Needs
15. International Channel Models
16. Channel Partner Management
17. Case: Asian Paints
18. Marketing Logistics
19. Sustainable Supply Chains
20. Technology in Supply Chains
21. Integrated Logistics
22. 3PL Providers
23. Classroom Activity
5

What Are Marketing Channels?

•Path goods take from producer to consumer
•Network of businesses delivering value
•Customer view: convenience & accessibility
•Example: Reliance Retail connecting rural towns

Xiaomi India: Offline Push After

Online Start
•Context: Online-only smartphone brand faced trust & service barriers.
•Channel Strategy: Mi Home stores, service centers, dealer partners.
•Why It Wins: Demo improves conversion; trust in Tier-2/3; fast
repairs.
•Class Question: Should D2C brands shift offline earlier?

Why Marketing Channels Matter

•Influence pricing, promotion, logistics decisions
•Shape customer experience
•Example: Apple Store vs reseller experience

Indian Examples of Channel Power

•BigBasket last-mile delivery in metros
•Amul cold chain with village collection centers
•Nykaa omni-channel beauty stores + app
Global Examples of Channel Power
•Amazon Prime delivery network
•Zara fast-fashion distribution centers
•Tesla direct-to-customer showrooms

Udaan: B2B Digital Wholesale

•Context: Kirana supply fragmented, middlemen dependent.
•Channel Strategy: Digital marketplace + logistics.
•Why It Wins: Price discovery, credit, small-batch assortment.
•Class Question: Can Udaan beat mandi networks?

NammaYatri (Bengaluru): Open Mobility

•Context: Drivers frustrated with aggregator commissions.
•Channel Strategy: Open protocol, zero commission.
•Why It Wins: Driver-first loyalty, transparent pricing.
•Class Question: Can open platforms scale nationwide?

Tata Neu + BigBasket Ecosystem

•Context: Super-app strategy.
•Channel Strategy: Shared loyalty, data, grocery frequency loop.
•Why It Wins: Cross-service stickiness, unified offers.
•Class Question: Can super-apps succeed in India?

Shein: Cloud Supply Chain

•Context: Ultra-fast global fashion.
•Channel Strategy: AI micro-batch, factory-to-app.
•Why It Wins: Zero inventory, creator commerce.

Temu: Factory-to-Consumer Model

•Context: Global push vs Amazon.
•Channel Strategy: Direct shipping, subsidies, gamification.
•Why It Wins: Eliminates middlemen, huge price advantage.
•Class Question: Can Temu survive without subsidies?

Indomie in Africa
•Context: Indonesian brand dominating Africa.
•Channel Strategy: Local factories, school campaigns, micro
distributors.
•Why It Wins: Localization, affordability, deep rural reach.
•Class Question: How do foreign brands build grassroots scale?

ONDC: Open Commerce India

•Context: Challenge to big e-commerce.
•Channel Strategy: Open network for sellers, logistics, banks.
•Why It Wins: Lower commissions, MSME inclusion.
•Class Question: More competition or chaos?

Examples...
18
•TO BE DISCUSSED DURING INTERACTIVE SESSION

Vertical Marketing Systems (VMS)

•Unified system: corporate, contractual, administered
•Example India: Domino’s franchise model
•Example Global: Coca-Cola bottling system

Horizontal Marketing Systems

•Two or more companies join at same level
•Example: Uber + McDonald’s delivery tie-up
•Indian example: JioMart + WhatsApp ordering

Multichannel Distribution
•Offline + Online + Hybrid
•Example: Croma, Decathlon, Tata 1Mg
•D2C + marketplaces trend

Examples...
22
•VMS:
Tanishq (Tata) controlling gold procurement, design, retail
•HMS:
Netflix + JioFiber bundled access
•Multichannel:
PharmEasy physical diagnostic centers + app + franchise counters

Disintermediation Trends
•Removing middlemen using tech
•Example: Lenskart online + experience stores
•Music: Spotify replacing CDs

Trend Example
Brand removes middlemen Lenskart + home try-ons
Tech creates new middle layer ONDC between buyer and seller ecosystem
Creator commerce YouTubers selling merch via Printo, Shiprocke

Channel Design Steps

•Analyze consumer needs
•Set channel objectives
•Choose channel structure
•Evaluate & select partners

Indian Consumer Channel Needs

•Fast delivery: Zepto, Swiggy Instamart
•Rural access: HUL Shakti Ammas
•Touch & feel: furniture experience stores

International Channel Design Examples

•Walmart global supply chain
•IKEA flat-pack logistics model

Channel Management
•Select, motivate, evaluate partners
•Training & incentives matter
•Example: Asian Paints

Marketing Logistics
•Inbound + Outbound + Reverse logistics
•Tools: RFID, IoT, WMS systems
•Example: Flipkart automated hubs

Sustainable Supply Chains

•Green logistics, ethical sourcing
•Tata Power solar distribution in villages
•3D printing & recyclability trends

Tech in Supply Chains

•AI demand forecasting
•Blockchain transparency
•Robotic warehouses: Amazon, Delhivery

Integrated Logistics
•Cross-functional team coordination
•P&G & Walmart collaboration model

3PL Providers
•Outsourcing logistics operations
•India: Delhivery, Blue Dart, Ekart
•Global: DHL, FedEx, Maersk

Case study 2
•TO BE DISCUSSED DURING INTERACTIVE SESSION.
Case Study 3
•TO BE DISCUSSED DURING INTERACTIVE SESSION.

Case Study 4
•TO BE DISCUSSED DURING INTERACTIVE SESSION.

Mini Classroom Activity

•TO BE DISCUSSED DURING INTERACTIVE SESSION

Session 8

Channel Management
•Select, motivate, evaluate partners
•Training & incentives matter
•Example: Asian Paints

Asian Paints: Service-led Distribution

•Context: Dealer-driven paint market.
•Channel Strategy: Exclusive dealers, contractor loyalty, mixing tech.
•Why It Wins: Influencer contractors, fast shade delivery.

Case: Asian Paints

•Regional sales manager’s
dealer network strategy
•Eliminating middlemen
•Strong supply chain
management
•[Link]
watch?v=z2DfY7ELH-
g&t=18s

Sustainable Supply Chains

•Green logistics, ethical sourcing
•Tata Power solar distribution in villages
•3D printing & recyclability trends

Tech in Supply Chains

•AI demand forecasting
•Blockchain transparency
•Robotic warehouses: Amazon, Delhivery

Recykal: Waste-to-Value Chain

•Context: Informal waste sector.
•Channel Strategy: Digital marketplace for waste.
•Why It Wins: Traceability, recycling credits.
•[Link]
•Class Question: Tech or behavior change?

Goonj: Social Supply Chain

•Context: Urban surplus reuse.
•Channel Strategy: Donation centers, dignity exchange.
•Why It Wins: Community trust, need-mapping.
•Class Question: Can social supply chains scale?

Mini Classroom Activity

•Pick a brand & sketch its distribution channel
•Suggest 1 improvement & justify

SESSION 9
Unit 11:-Integrated Marketing Communication Strategy

OREO IN INDIA
•TO BE DISCUSSESIN LIVE SESSION

1. Analyze and discuss the competitive scenario in the Biscuit category

currently in India. Do a SWOT analysis of the competing brands and
Oreo.

SWOT Matrix –Key Biscuit Competitors in India

Brand Strengths Weaknesses Opportunities Threats
Parle Massive
distribution;
Low-price
leadership
Value-
perception
limits premium
Premium
extensions;
Health biscuits
GST/price
pressure;
Private labels
Britannia Strong
portfolio;
Urban reach
Higher cost
base
Premium
cookies;
Health
innovations
Price wars;
Leadership
sensitivity
ITC Sunfeast Strong
marketing;
Modern trade
strength
Weaker rural
presence
Premium
formats;
ITC synergies
Aggressive
pricing from
rivals
Oreo Iconic global
brand;
Youth appeal
Lower rural
penetration
Premiumisatio
n;
Localized SKUs
Low-price
competition;
Distribution
gaps

2. Elaborate on the communications strategy developed for Oreo in

India. Do you agree? Disagree? Why?

Oreo India –Communication Strategy

Summary
• Core positioning: Playfulness, family bonding, Twist-Lick-Dunk ritual
• Emotional storytelling > functional messaging
• Youth & pop-culture focus: influencers, AR, challenges
• Localisation: festivals, cricket, India-specific innovations
• Strong digital-first approach
• Premium, indulgent, global-yet-Indian appeal

3. Discuss the various elements of the Integrated Marketing

Communications campaign developed and executed for Oreo
launch. Emphasize on the major focus on distribution and in-store
presence of Oreo prior to the launch of TV campaign.
(refer pdf doc for answer)

CNBC cover story on MONDELEZ INT.

•[Link]
•[Link]