Comprehensive exam review BM635 : current issues in MKT Comprehensive exam

Current issues in MKT Agenda –Case study –MKT Theories –Exam

Case study Narrative exam –Structure the exam Example of –RESONA –SOKEN

Key take out: Resona Info: Market size : 2400 Mio baht Info:First time “ Men” market Info:Gross market share up to 16% Info:Men grooming market grew 9% Info:Resona is a Global brand Info:Nevia market leader with 35% share Issues: Brand positioning : Resona/Exe info: “Stick” is key focus segment Insight : Men have twice sweating more than women Info:Resona Men launched in other countries Info: Key message: product efficiency เพื่อการปกป้อง Info: Resona is a mutibrand in global position Segment: 30% Smell is the first creteria for brand selection: ( AXE ) Segment: 20%Protection is the second creteria ( Resona ) Segment: 40% Whitening is led by NEVIA. Insight: consumer only 50% using deodorant

Key issues: Resona Execution:Resona introduce product in First time “ Men” market Brand: Consumer perception: Resona is brand for women. Brand: Difference of Brand positioning : Resona/Exe Segmentation: How to grow “Stick” segment, how big is this segment Marketing message: product efficiency เพื่อการปกป้อง Insight: consumer only 50% using deodorant How to grow the category

Marketing strategies Branding/Product ( ATL communication) –Packaging/color of packaging Black/Gray color –Advertising/communication ( marketing message ) Benefit of product “ twice protection for men only”.. Men media –Fragrant Men Fragrant Consumer experience ( BTL communication ) –Where are men ?? –Product sampling ( 50% using deodorant ) –Where is the rest of consumer never try the product –Event marketing: Other theories !!

Case study Apply marketing theory –Theory Example of –RESONA –SOKEN

Key take out: Aconetic Shop in shop: “ The Inpiration life “ at Siam paragon Aim: Perception : Local brand to life style brand Info: Pressure from price competition: china/Local brand Info: key player : Soken/ Family in this segment Info: Service center 2 branches at Rama II, Bangna Strategy : Experiences of product to consumers Corporate shop: Boutique Digital at Panthip ngamwongwan Channel conflict : ???????? Shop in shop: uplife brand image of Aconetic ? Channel info: 300 dealers only 100 working Partner classification: Exclusive/ gold members Marketing program: CRM, consumer promotion ie premium Marketing initiative : Emotional marketing Move to low to mid to… Mid to high segment Pricing: 10-15% lower pricing Focus value pricing > branding pricing

Key issues: Aconetic Brand: Consumer perception : Local brand to life style brand Execution: Is shop in shop is enough to uplift brand image Concept: Experiential /Emotional marketing : how Aconetic applies. Channel :How to grow channel partner from 100 to 300 dealers Segment : Mid to high segment Pricing: 10-15% lower pricing is this help brand image Positioning

Marketing strategies Channel : shop in shop / boutique Experiential marketing Uplift Brand image –Innovation: Technology..no 1 in…… –Pricing strategy. Reduce pricing gap with competitor –The proper Advertising/Communication is powerful –Promotion: can ruins brand image if it is too heavy on pricing

Other related marketing 4Ps, 5Cs

Key take out : 0 calories Mio LY xxx 0 calories : 400 Mio 2 % contribution Growth : 30 % rate /year Strategy: new favor is a key driven –PEPSI: Latte/Twist / Blue/Ice Consumer trend: Health Fact: consumers switch to other beverage Target group: men : women : 60:40 Product benefit : not enough product benefit Men perception: beverages for women !! Consumer perception taste: No delicious PEPSI: COKE –First launch –COKE: launch : COKE DIET ( taste not accepted PEPSI is market leader

Marketing issues: COKE ZERO Brand differentiation: COKE/ PEPSI Brand portfolio : Diet / Zero – COKE/ COKE ZERO ( 98:2) ---- (70:30 ) Brand perception: Men / How to accept 0 calories: Favor Product taste !! Consumer acceptance Protect market share Differentiate PEPSI MAXX from ZERO Gain market share Grow 0% category Brand communication –Strong message : product benefit 4Ps PRODUCT POSITIONING BRANDING CONSUMER