1. Comprehensive exam review BM635 : current issues in MKT Comprehensive exam

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

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

4. 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

5. 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

6. 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 !!

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

8. 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

9. 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

10. 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

11. Other related marketing 4Ps, 5Cs

12. Key take out : 0 calories 30000 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

13. 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