MARKETING

MANAGEMENT
JOURNAL

PROFESSOR: DR. SHALINI GULECHA

 Lecture No. 01
Date: 04th August, 2020 |Time: 11:00am to 12.15pm| Day: Monday

What is Marketing?

Make people aware of your product

Brand building

Customer Relationship

Innovation

MARKETING MANAGEMENT JOURNAL 1

 Lecture No. 02
Date: 11th August, 2020 |Time: 09:30am to 10.45am| Day: Tuesday

Definition of Marketing

 American Marketing Association: Marketing is an activity, set of institutions,

process for creativity, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large.
 PHILIP KOTLER: Marketing is a social and managerial process by which
individuals and groups obtain what they need and want through creating and
exchanging products and value with others.
 B2B: Business to business
Ex. Mahindra And Mahindra buying spare parts from a supplier (B2B)
 B2C: Business to Customer
Ex. And Mahindra producing and selling cars to customers (B2C)
 Collaborative Marketing: Collaborative marketing is when multiple brands
work together for mutual gain.
 Product Bundling: Combining products to sell more, increase profits.
Ex. McDonald’s
MARKETING MANAGEMENT happy meal
JOURNAL 2
 How sales and marketing differ from each other?
o Marketing is a whole sector, whereas sales is a part of marketing.
o Sales is product centric i.e. sales focus on selling the products.
o Marketing is consumer centric i.e. marketing focuses on every aspect from
promotion to sales to customer satisfaction.

Lecture No. 03
 Date: 12th August, 2020 |Time: 9:30am to 10:45am| Day: Wednesday

VUCA and VUCA for VUCA

Vision Understanding

Volatility Uncertanity

Ambiguity Complexity
Agility Clarity

MARKETING MANAGEMENT JOURNAL 3

 Changing VUCA into the positive VUCA:

1. Volatility to Vision
2. Uncertainty to Understanding
3. Complexity to Clarity
4. Ambiguity to Agility

Lecture No. 04
 Date: 18th August, 2020 |Time: 09:30am to 10:45am| Day: Tuesday

Marketing Environment

Decentralized and centralized way of doing business.

There are two types of marketing environment:
1) Micro Environment/ internal env. direct impact on the functioning of the company
2) Macro Environment/ external env. Lesser impact on the company.

Micro Environment Macro Environment

Company Political Factors
Supplier Legal or regulatory conditions
Customer Environmental Factors
Intermediaries Technological Factors
Competitors Socio-cultural factors
Public
MARKETING MANAGEMENT JOURNAL Economic factors 4

 Factors in micro environment

1)Company: Vision, mission, goals, culture, hierarchy, objectives of the company
define what the company does. Ex: Companies like TATA are giving bonus in times of
pandemic (this talks about company culture)
Ex:(SHG) iShakti-Initiative taken by ITC.
2)Suppliers: Requirements, raw materials need to be there on time. But production
schedule goes on a toss if the supplies get delayed. Ex. Chocolate makers
3)Customers: Customers play a very important role. Analyze the impact on
customers as to what I make.
4)Intermediaries: Strategic partners, distribution channel. After the product is ready
how the product reaches the customers. How our product is stored and display.
5) Competitors: Sales, bonus points, discounts
6) Publics: denoting publics as General. Image building, brand equity building to
brand. Ex blogger, influencers, media.
  Factors in macro environment: Does have an impact but not as much as micro
PESTEL MODEL
Tells/ indicates when to Expand the business, diversify the business, which
markets should I expand, whether I should stop exploring some market. All these
have Hybrid impact.
1) Political Factors: Impact on business. Ex. Dry states, states who conduct meet
where they invite investors (Gujarat) for development purposes. Across the
border ASIAN, G7 trade agreements, deals happen.
2) Legal or regulatory conditions: There are various acts and laws such as
minimum wages act, company act, when it comes to food-FSSAI, FDA, censor
board, TRAI. Legal and regulatory conditions which can impact the business. Ex.
Surrogacy Advertising happens because of laws and legal aspects. RC,
TEACHERS never show the bottle
3) Environmental Factors: ISO certifications to prove that whatever the company
does is in standards, ISO14000: environment friendliness of the company
products. Ex. Natural disasters, Recycling standards
4) Technological Factors: These factors pertain to innovations in technology that
may affect the operations of the industry and the market favorably or
unfavorably.
5) Socio-cultural factors: Buying habits, Religion and beliefs
6)MANAGEMENT
MARKETING Economic factors:
JOURNAL Unemployment because of Covid-19. 5

POLITICA
L

ECONO
LEGAL
MIC

PESTLE
MODEL
ENVIRO SOCIOC
NMENTA ULTURA
L L
TECHBO
LOGICAL

Lecture No. 05
Date: 19th August, 2020 |Time: 9:30am to 10:45am| Day: Wednesday
 Innovation wheel
Innovation is the creation of a viable new offering. Innovation may involve invention, but it
also requires a deep understanding of customer need and desire of your invention.
Also, innovation has to return value to you and your enterprise. It should also be able to
sustain itself and provide and a return on investment. Most innovations are based on
previous advances.
Innovating Requires Identifying the problems that matter and moving through them
systematically to deliver elegant solutions. Companies need new discoveries and strategies
to drive growth and survival. The pace of change requires greater flexibility and innovation
effectiveness.
At the heart of any new discipline there often lies a simple, organizing system—an
underlying structure and order governing what works and what fails. This is what the Ten
Types framework brings to innovation. Consciously understanding it makes innovation
easier and more effective. The Components which cover these ten types of innovation are:
1. Configuration:
According to Doblin, every company process that comes under configuration
category is “Behind the scenes”. Innovation types of this category are not directly in
contact with the customers but they play a vital role when it comes to customer
MARKETING MANAGEMENT JOURNAL 6
experience. These innovation types contribute to the other innovations.
2. Offering:
This category of innovations is focused on a company’s core product/service or a
collection of them. Making improvements to product performance is an obvious but
difficult type of innovation, and unless it’s accompanied by a deeply ingrained
company culture towards technical innovation, such advancements may only create a
temporary advantage against the competition.
3. Experience:
This category is all about the user. These innovations deal with the kind of experience
the users have in dealing with all the elements of the business that a customer
interacts with. While other innovations tend to occur upstream, innovations
in experience get trailed in the hands of customers. For this reason, intense care is
needed in rolling out these ideas.
 MARKETING MANAGEMENT JOURNAL 7
Fig: Innovation Wheel

TEN COMPONENTS WITH EXAMPLES:

 PROFIT MODEL: A profit model refers to a company’s plan that aims to make the
business profitable and viable. Innovative profit models often challenge an industry’s
tired old assumptions about what to offer, what to charge, or how to collect
revenues.
Examples:
1. Dollar Shave Club: Dollar Shave Club is a Venice, California-based company that
delivers razors and other personal grooming products to customers by mail. It
delivers razor blades on a monthly basis and offers additional grooming products for
home delivery. Dollar Shave Club offers websites the possibility to earn a commission
through every subscription which is sold through an individualized link which tracks
through which websites the customer comes to the Dollar Shave Club.

2. Spotify: Spotify Technology S.A. is a music streaming service developed by Swedish

company Spotify Technology. Spotify is a freemium service; basic features are free
with advertisements or limitations, while additional features are offered via paid
subscription.
 3. Netflix: A basic version with limited hosting space is offered to customers for free.
However, customers then have the chance to purchase subscriptions for larger
amount of storage space.

 NETWORK MODEL: Network innovation include creating secondary markets to

connect with alternative consumers, or building franchise to license proprietary
company thinking, capabilities, and content to paying partners.
Examples:
1. H&M: Hennes & Mauritz AB is a Swedish multinational clothing-retail company
known for its fast-fashion clothing for men, women, teenagers and children. H&M
and its associated companies operate in 62 countries. Next to its physical stores, the
company offers a holistic variety of its products in its online store allowing customers
to directly order from and to their homes.

2. Wijeya Newspapers: Wijeya Newspaper has a chemical leasing contract with its ink
supplier. Payment is based on printed copies of newspapers rather than on the
kilograms
MARKETING of ink used.
MANAGEMENT The partnership has two revenue streams: First, A reduction in
JOURNAL 8
cost by lowering the ink consumption and second, the supplier taking back waste
material makes it possible to sell unused ink again. They have shared profit and
shared expertise.

3. TATA Consultancy Services: Tata Consultancy Services is an Indian multinational

information technology and consultancy service company. It is one of the most
respected companies in the world. It sets industry standards through an innovative
solution delivery model. It is trying to create a unique business model so that
competitors cannot imitate it. TCS aims to maintain an amicable strategic
relationship with international technology vendors like Hewlett – Packard (HP), Intel,
and IBM. It helps to cultivate a holistic approach for joint engagements, joint
research, etc.
  STRUCTURE MODEL: Structure innovations are focused on organizing company
assets—hard, human, or intangible—in unique ways that create value. They can
include everything from superior talent management systems to ingenious
configurations of heavy capital equipment.
Examples:
1. Fabindia: Fabindia, started by John Bissell in 1960, is a company which employees a
unique business model which helps it achieve the dual goal of social prosperity and
earning profits. This ownership structure is mutually beneficial for the artisans as well
as the company. Fabindia gets assured supplies, while the artisans get a steady
income. The value of their shares increases and they earn dividends.

2. Alibaba.com: Alibaba.com is the world’s largest online wholesale marketplace for

global trade. The website allows exporters in China as well as in other countries to
connect with the buyers in over 200 countries. The buyers usually constitute trade
agents, wholesalers, retailers, manufacturers, and SMEs engaged in the import and
export business. It focused more on trade between businesses. Unlike the usual
business-to-consumer approach, Alibaba focuses on being a platform for suppliers to
sell products in bulk at wholesale prices to small or medium-sized businesses
MARKETING MANAGEMENT JOURNAL 9
worldwide, who then resell them for a profit in their domestic markets

3. Southwest Airlines: Southwest Airlines has a U-form organizational structure. The

unitary or U-form structure is also known as the functional form because of the use
of business function as basis for grouping resources and activities, such as finance
and airline marketing in this case

 PROCESS MODEL: Process innovations involve the activities and operations that
produce an enterprise’s primary offerings. Innovating here requires a dramatic
change from “business as usual” that enables the company to use unique capabilities,
function efficiently, adapt quickly, and build market–leading margins. Process
innovations often form the core competency of an enterprise, and may include
patented or proprietary approaches that yield advantage for years or even decades
Examples:
1. Zara: Zara is one of greatest examples of process innovation. They don’t spend
money on commercials, because they are spreading their ‘brand’ with verbal
communication between customers and with their label only on bags. Their product
reach customers in just 4 weeks. Zara’s process innovation makes this company fast
 and market-responsive, which is more than enough to keep their top position among
fashion brands.
2. Hindustan Unilever:
3. IKEA: IKEA’s products are only available in their physical stores and on their websites.
The stores are standardized in terms of offering and design. The inventory in the
stores, in the catalogue and on the website are identical.

 PRODUCT PERFORMANCE: Product Performance innovations address the value,

features, and quality of a company’s offering. This type of innovation involves both
entirely new products as well as updates and line extensions that add substantial
value.
Examples:
1. CISCO: Cisco's business model entails designing and developing its various lines of
products. Actual manufacturing is outsourced to contract manufacturers, who offer
services such as printed-circuit board assembly, product repair, and product
assembly
2. Microsoft: Microsoft business model in a nutshell. Microsoft has a diversified
business model spanning across Office products, Windows, Gaming (Xbox), Search
Advertising
MARKETING (Bing),JOURNAL
MANAGEMENT Hardware, LinkedIn, Cloud and more. 10

3. Salesforce: Salesforce is a leading provider of enterprise software, delivered through

the cloud, with a focus on customer relationship management, or CRM. Salesforce
introduced a first CRM solution in 2000.

 PRODUCT SYSTEM: Product System innovations are rooted in how individual

products and services connect or bundle together to create a robust and scalable
system. This is fostered through interoperability, modularity, integration, and other
ways of creating valuable connections between otherwise distinct and disparate
offerings. Product bundling, or taking several related products and selling them in a
single package, is a common example of a Product System innovation
Examples:
1. Coursera: Coursera is an online education platform that offers so-called MOOCs
(Massive Open Online Courses) in cooperation with other businesses and universities.
Educational content is offered in fields such as Finance, Data Science, Software
Engineering, and many more.
 2. Sephora: Sephora's beauty retail model relies on both partnering with and incubating
beauty brands. The company has a few engines to support its ever-expanding
product assortment, including: Sephora Accelerate, which supports smaller beauty
brands that could potentially be sold in Sephora store.

3. Nike: Nike is a leading brand of sports shoes, apparel, and equipment. Incorporated
in 1967, under the laws of the State of Oregon, Nike is the largest seller of footwear
and apparel globally. Apart from its branded retail stores, the company also sells its
products online and through independent distributors. However, Nike does not make
the products it sells. These products are made by independent contractors

 SERVICE MODEL: Service innovations ensure and enhance the utility, performance,
and apparent value of an offering. They make a product easier to try, use, and enjoy;
they reveal features and functionality customers might otherwise overlook; and they
fix problems and smooth rough patches in the customer journey.
Examples:
1. Windows Azure: (laaS: Infrastructure as a service): Azure is a public cloud computing
platform—with
MARKETING MANAGEMENTsolutions
JOURNAL including Infrastructure as a Service (IaaS), Platform as a 11
Service (PaaS), and Software as a Service (SaaS) that can be used for services such as
analytics, virtual computing, storage, networking, and much more.

2. Dell: Dell is an American multinational computer technology company based in

Round Rock, Texas, United States, that develops, sells, repairs, and supports
computers and related products and services.

3. Swiggy: Swiggy provides an online platform for ordering from a wide range of listed
neighbourhood partner restaurants and have their own fleet of delivery personnel
who pick up the orders from the partner restaurants and deliver it to the customers
at their doorsteps. Swiggy works by providing a complete food ordering and delivery
solution that connects the existing neighbourhood restaurants with the urban
foodies proving to be beneficial for both

 CHANNEL MODEL: Channel innovations encompass all the ways that you connect
your company’s offerings with your customers and users. While e-commerce has
emerged as a dominant force in recent years, traditional channels such as physical
 stores are still important—particularly when it comes to creating immersive
experiences
Examples:
1. Tupperware: Tupperware is a leading kitchenware brand in India and is completely
into direct selling. Tupperware products are very unique and need to be
demonstrated to the end user before being sold. They promote via direct selling
salesforce, who perform home demonstrations to groups of people and sell to end
consumers. This helps the user to get optimal performance from our products.

2. Oriflame: Oriflame is a cosmetic company selling personal care, accessories and

nutritional products. They believe in high quality and innovation. It exercises direct
selling formula. The product selling is based on the concept of network marketing.

3. Nespresso: Nespresso’s iconic capsule technology locked customers into the system
from the get-go. The Nespresso Chef Academy offers leading chefs a chance to
participate in classes and an opportunity to study every aspect of coffee. There is also
the Nespresso Coffee Sommelier Program for professional sommeliers who want to
learn about harmonizing coffee with foods and wine. These channels drive additional
capsule
MARKETING sales andJOURNAL
MANAGEMENT create even more opportunities for the company to introduce its 12
unique coffee technology to new customers.

 BRAND MODEL: Channel innovations encompass all the ways that you connect your
company’s offerings with your customers and users. While e-commerce has emerged
as a dominant force in recent years, traditional channels such as physical stores are
still important—particularly when it comes to creating immersive experiences. Brand
innovations can transform commodities into prized products, and confer meaning,
intent, and value to your offerings and your enterprise.
Examples:
1. Virgin: There are plenty of factors that highlight Virgin as a quintessentially British
brand. Perhaps one of the biggest strengths of Virgin's brand identity is the fact that
it's consistent across every channel and every sub-group within the company's
portfolio.
2. Intel: Intel's business model is essentially near perfect for this market. It develops
very strong off-the-shelf chips for many of its customers; but for customers or market
segments that need more, it has the resources to customize things down to the CPU
level.
 3. Google: Constantly improving flagship products is a basic business practice, of
course. The more interesting factor in Google's ongoing success story is the
dedication to continuous innovation. Google sees innovation as part of the mission of
the company and empowers its employees to get creative.

 CUSTOMER ENGAGEMENT MODEL: Customer Engagement innovations are all about

understanding the deep-seated aspirations of customers and users, and using those
insights to develop meaningful connections between them and your company. Great
Customer Engagement innovations provide broad avenues for exploration, and help
people find ways to make parts of their lives more memorable
Examples:
1. Disney Plus: Customers are connecting with companies in more ways than ever.
Mobile, email, instant chat, social media - the list goes on. Disney continues to
enhance their omni-channel experience and this is apparent in the customer journey
at Disney World. The seamless end to end journey starts from the moment a
customer visits their mobile-responsive website.

2. LinkedIn: LinkedIn is a business and employment-oriented service that operates via

MARKETING MANAGEMENT JOURNAL 13
websites and mobile apps. LinkedIn administrates and maintains the platform which
allows individual users and businesses to connect to each other. Their service is to
provide the infrastructure, which in return gives them the access and right to analyse
and use the data for marketing and other purposes.

3. Amazon: Amazon is currently resonating the most with millennials, being voted the
top brand amongst millennials in the recent Brand Relevance Index published by
Global Marketing Consultancy.
 Lecture No. 06
Date: 25th August, 2020 |Time: 9:30am to 10:45am| Day: Tuesday

Value Chain
Creating value for your product. The process or activities by which a company adds value to
an article. How do I stand out?
Example: Considering the example of NYKAA. Nykaa is an Indian retail seller of
beauty, wellness, and fashion products.

Operations

MARKETING MANAGEMENT JOURNAL 14

Primary
Marketing
& Sales Activite Inbound
logistics

Service

 Primary Activities
1. Inbound logistics: Cosmetics from various brands, local/international
2. Operations: Delivery/service, own production Line.
3. Service: Return/Replace/premium customer service.
4. Marketing & Sales: Sales, discounts. Ex. Pink Friday sales, midnight sales.
 Firm
Infrastructure

Procurement
Support Human
Resources
activities

Technology

 Support activities
1. Firm Infrastructure: Popup shops.
2. Human Resources: The beauty experts.
3. Technology: App based, quick order placement, tracking option Ex. Nykaa
Application.
4. Procurement: Giveaways to the influencers.
MARKETING MANAGEMENT JOURNAL 15

Lecture No. 05
 Date: 26th August, 2020 |Time: 9:30am to 10:45am| Day: Wednesday

DEMAND
 Estimation of your product.
 Expressed in unit values.
When we have to do Demand forecast, two aspects are very imp:
 Market potential: Market size of smartphones =100crs
 Sales potential: My potential for next three months= 40crs
(Ex. Mobile Phone market)

Trend Analysis.
Season-wise Analysis.

MARKETING MANAGEMENT JOURNAL 16