Case studies Marketing management

Case studies
Marketing management

Xerox [Page# 04]
1. How does it make its huge product-line transition?
=> By moving away to digital system.

2. What was the “light-lens” technology?
=> It means the backdated, old technology.

3. How has it increased its revenue?
=> By printing in color instead of Black & White.

4. How did it increase its sale?
=> By providing annuity-like products and services because they are ordered again and again.

5. What was the reason for their success up-gradation?
=> The reasons are:
* Using digital system.
* Printing in colors.
* Producing supplementary products (Document management, ink, toners).

Tata Ace [Page# 06]
1. For what the resounding success of the Tata ace was taken place?
=> For a deep understanding of the market needs and customer requirements.

2. What did it need to compete with three wheelers?
=> To offer a better solution to the customer than the three wheelers.

3. Why did the “Tata Ace” face the success?
=> Because it was able to realize what the customers really wanted.

4. What type of vehicle did the people really want?
=> The vehicle which have low maintenance and operating costs, higher driver safety and better driving comfort.

5. What customers always want to get a product?
=> They always want to pay a marginally higher price for such a product.
6. How it was advertised and how much was it appropriate?
=> By using the symbol of a baby elephant with the tagline “small is big”
It was appropriate because they provide the small vehicle with the giant energy.

7. What steps did it take to provide the post-service?
=> They augmented the service network by training automobile garages that were branded as Tata-certified service points.

8. What did it do to compete effectively?
=> It talked to the transporters, the small traders and the famers – to learn what they wanted.

Mac Cosmetics Inc [Page# 18]
1. What did they follow to increase the sell or what were the competitive advantages?
=> Besides providing the product, they also provide the promotional services such as ‘free makeup consultation’ and ‘application lesson’ which were their competitive advantages.

2. On which they give more focus, ‘Product’ or ‘Customer’?
=> Customer.

3. Is the business strategy one of the unique or not? If ‘yes’, why? If no, why don’t?
=> Yes. Because its artists weren’t available at outside.
4. Which ‘Concept’ does it follow according to the study?
=> Marketing concept.

KFC, Converse, Wm. Wrigley jr. [Page#19]
1. Should it be the right of customers to show the grievances against the company?
=> If the company fails to provide the promised service to the customers, then they have the right to show grievances.

2. Was the way of Converse & Wm. Wrigley jr. was appropriate for business promotion?
=> Obviously, because it is a multinational company and its production volume is huge. So, if they produce without analyzing the customer demand, then they may have to face a great loss.

3. What are the characteristics of Chinese consumers?
=> They are vocal and active.

4. What are the characteristics of Chinese companies?
=> They always evaluate the customer satisfaction and consider the customer’s right.

Nike [Page# 23]
1. Who is the target market?
=> Athletes.

2. Why Nike’s marketing campaigns were successful?
=> Because those were featured by the winning athletes as spokesperson.

3. In case of promotion, why they chose the spokespersons?
=> First of all, they selected the world famous athletes as spokespersons. Because they have a direct and effective impact on the customers. Secondly, their product went with their profession.
4. Why they had to change their ads style in case of expanding overseas?
=> Because, it’s previous U.S. ads style were seen there as too aggressive.

5. What is the main secret of NIKE’s success?
=> Choosing the accurate target market.

6. What does ‘Pyramid of Influence” mean?
=> It means product and brand choice were influenced by the preferences and behavior of a small percentage.

Nirma Washing Powder [Page# 05]
1. In the initial years, why it wasn’t advertised?
=> Because of its value proposition, customer franchise and sales volume increased.

2. What was the competitive advantage?
=> Price affordable for low income families.

3. Which were the supporting factors to increase the demand at the initial stage?
=> Distribution penetration, retailer relationship and word-of-mouth publicity.

4. Is it an accomplished or self-established company right now? How?
=> Yes. Because now it manufacture the needed raw chemicals for producing the detergent by itself.

Royal Philips [Page# 08]
1. What are the differences between ‘consumer’ & ‘customer’?
=> Consumer: Buy only for consume.
Customer: Buy for resale.

2. What kind of interview was taken?
=> Quantitative.

3. Why people want to use technology?
=> Getting the benefits of technology without any hassles.

4. What’s the motto of Royal Philips?
=> Sense and simplicity.

5. What does the campaign consist of?
=> Print, online and TV advertising.

6. From which sectors and how many experts directed the campaign? Why they were appointed?
=> Five experts from the worlds of health care, life style and technology. Because these sectors are considerably related.

Grameen Bank [Page# 15]
1. Who was the target market for Grameen Bank?
=> The poorest of the poor.

2. What was the vision of Grameen bank?
=> To develop an innovative and unique banking system for bringing out the landless and assetless poor out of the shackles of poverty.

3. What was the competitive advantage of grameen bank than the commercial bank?
=> They don’t keep any collateral for lending.

4. On which the banking system was based on?
=> Faith.

5. How the Grameen Bank ensures the repayment of the credit?
=> The borrowers are grouped in a five-membered team. There is a peer or leader whose responsibility is to ensure the repayment of the group.

6. For which sectors did the beneficiaries use the borrowed amount?
=> Microenterprise such as crafts, agriculture and services.

7. What has the Grameen Bank proved?
=> The poor are trustworthy and bankable.

Royal Bank of Canada [Page# 24]
1. Why did it divide its segments into sub-segments?
=> For managing the customer profitability.

2. What are the categories of sub-segments?
=> “Wealth preservers’ and “wealth accumulators”.

3. Who are “Snowbirds”?
=> The people who spent a number of months each winter in Florida.

4. Why did RBC create a Canadian Banking experience in Florida?
=> To meet “snowbirds'” unique needs.

5. What was the problem for “Snowbirds”?
=> They were experiencing difficulties establishing credit as well as missing their Canadian communities in Florida.

Ben & Jerry’s [Page# 28]
1. What did Ben & jerry do at the performance marketing concept?
=> They divide the traditional financial bottom line into a “double’ bottom line.

2. What did it include?
=> It included the measurement of the environmental impact of their products and processes.

3. Why “Double bottom line” expanded?
=> “Double bottom line” was expanded into a “Triple bottom line to represent in objective terms the social impacts, both negative and positive, of the firm’s entire range of business activities.

4. What did they want to say to the seniors?
=> That they were going to be held accountable to maintain two bottom lines: “To improve the quality of life in the communities in which we operate , and to make a reasonable profit”.

5. What did they also recognized?
=> That the companies required outside auditors to measure financial performance along the environmental and social dimensions.