STRICTLY FOR USE OF IMI-PGDM ONLY

MARKETING MANAGEMENT-II

COURSE OUTLINE (2008)

Instructor: Dr Singhvi Term: III CREDIT: 3

Phone: 3120
E-mail: singhvi@imi.edu
Objectives
The objective of this course is to develop the leamer's conceptual understanding of the
marketing process, add substantive knowledge in the remaining marketing-mixvariables,
provide a few basic analytical skill in managing these variables and integrating the
marketing function in a firm.
Course Content & Pedagogy
Marketing II is following Marketing-I. Marketing II aims to cover place, pricing and
promotion decision of the firm and will also deal with marketing planning and marketing
organization. Case analysis, Field studies, concept and discussion will be used as primary
vehicle for learning. Cases need preparation at learner level and further arguing in
allocated Group. Individual learner is required to take care of this aspect.Individual learner
may be called on to present and defend hislher analysis and recommendations. Class
sessions are aimed to probe, extendand apply the text material.Field assignmentneed to be
done rigorously. Project work is a continuous work and the relevant portion need to be
completed as the topics are covered. Essential readings are expected to be read before the
class.
~eadin2 Material:
TexfBook:
XIIIthedition of 'Marketing Management-A SouthAsian Perspective' by Kotler and others
will continue as text.
Reference Books:.
1. Kotler, Kotler on Marketing, Free Press, 1999
2. Iacobucci & others, Kellog on Marketing, 2001
3. Kotler, Ten Deadly sins of Marketing, Wiley,2004
4. Aaker and others, Marketing Management,Pearson, 2000
5. Kotler, Marketing insights from A-Z, Wiley, 2003
6. Hunt,ModernMarketingTheory,SW, 1991
7. Ghose, The Practice of Marketing, Business,2004
8. Doyle, Value Based Marketing, Wiley, 2000
Other Readings:
1. Furtherreadings can be suggestedon demand.
2. It is useful to be in touchwith Businessmagazinesand Financial papers specifically
Brand Equity, Catalyst and Strategist. Online database can be utilized to read
further and also regularlyreadmarketingjournals.
Evaluation Criteria:
Class Participationand case discussion 20%
Group Assignment:
No.1: 15%
No.2: 25%
End Term 40%

Note: For Group assignments each member will be evaluating the contribution of other
members individually and the same will be submitted to me directly. In case peer
evaluation is found to be collusive about which my decision will be final, I will have to
award myself to each member of the group and in such case the award will be relatively
lowerthan other groups.
InstructorlStudentInteraction
Please do not hesitate to email or phone or contact in person, if you have any question
whatsoever regardingthe course or any related issue. But please limit this only on the day
of the class. You should prefer e-mail contact. All assignments are to be submitted on
time and late submission is not allowed. The assignments in font size 12 in hard copy
may be dropped in Student Post box outside in the lane of my room on second floor.
Group Assignment No.1
Pricin!!:Strate2ies for consumer products
OBJECTIVES
I. Familiarize with the pricing strategies and practices prevalent in an industry
2. Hypothesize the variables which might be stimulating a particular firm to adopt a particular
pricing strategy
STEPS
I. Select a brandedconsumer product to investigate and get the product registered with me.
2. Find out a list of various brands of the product available in markets (as defined in the
text) of Delhi and adjoining villages. You may also like to look at the 'commodity', if
available in the 'markets'.
3. Obtain prevailingprices of each brand in different markets.
4. Make a price comparison by using common standard, e.g., different brands may have
different weights so common measure may be per 10 grams or per 100 grams or like
measure.
5. Examine the spread of price, viz., the maxi price and the mini price, and the difference
between the two
6. From either your a priori knowledge or talking to informed people, and data estimation,
narrate why a specific manufacturer appears to be following a specific kind of pricing
strategy. The difference could be due to (I) cost structure, (2) market Segments targeted,
(3) promotion/advertisingphilosophies, (4) enlarged/narrow bundling of benefits and (5)
any other reason, if so, specify.
7. On the basis of your thinking and analysis, state your hypothesis and finding about the
pricing strategies adopted by selected manufacturers/marketers/brands you have
examined. Let us know how you have arrived at such hypothesis along with some
evidential support.

·.
8. Also commentout of your observationswith respect to:
Difficulties in comparison of prices of different brands
Differencein youra prioriexpectationsaboutspreadof priceandtheactual.
. Impact qfthe nature of the product on the price spread
 9. Each group will present the analysis for 8 minutes and answers to queries for another 5
minutes or so. Negative marks will be awarded on exceeding the time for presentation
10. The illustrative list of product is Toothpastes, Toilet Soaps, Washing Soaps, Ball Point
Pens, Cigarettes, Cosmetics,Jams and Jellies, Tea, Biscuits.
The written analysis in crisp form will be submittedtwo days before the day of Session No 6-7.
Group Asshmment No.2
Marketine: Stratee:v - Formulation & Implementation
OBJECTIVES
1. Familiarize with the process of fonnulating and implementing marketing strategy of a
finn.
2. Drafting the variables which stimulatesa finn to adopt a particular marketing strategy
and tactics
3. Appreciation of the linkage of differentmodules of the marketing course
STEPS
(1) Select a product category and a finn. The product selected should be such where one
of the manufacturer/marketeris selling online. Your selected finn should be one that
is not selling on line. Get it registeredwith me before Session No.3.
(2) Collect data trom secondary sources with respect to the finn and the product to
enable you to carry out the market analysisfor the finn in this product category
(3) Hypothesize/develop/workout the next year's marketing situation for the product and
the finnjn viewof finn's strengthsandweaknesses -
(4) Detennine goals and objectivesfor the marketing finn for next year
(5) Fonnulate your strategy to meet the situation
(6) Detail out the implementation steps to attain the strategy including the tentative
budget and profit impact for the.firm
(7) Review the website of the manufacturer'slmarketer's of your product category.
(8) Frame a strategic marketing plan for online selling for your selected finn.
(9) Your group will present the analysis for 8 minutes and respond to queries for 5
minutes. Negative marks will be awarded if the time for presentation is exceeded
(10)The presentationis in SessionNo. 19-20 .
(11) A copy of final report along with the executive summary will be submitted 4 days
before the date of presentation. The quality of report shall carry weight.
(12)The presentation of report shall carry weight. Further, the following responses will
carry weight in the evaluation. Which tools have been used in your work? Have they
been used rightly? Have some tools been over-emphasizedor under-emphasized?
 T Course Briefing and Designingthe Marketing Channels
r R I. Course Outline
I 2. Pp 400-415
P I. Be ready with your observationon the Course Outline
I
I 2. Review MM-I
3. Think of types and characteristicsof channel in different product
market situations
TIME TO REGISTER PRODUCT FOR PRICING ASSIGNMENT
2 T Channel Management
R I.Pp 415-429
C Marico Industries Ltd
GP I. Formulate a long term distributionstrategy
I 2. Review the existing channel structure.
3. Recommendan appropriate channel structure for improving the market coverage
today.
4. Suggest an action plan to improve relation with the existing dealers
3 T Wholesaling& Store Retailing
R
~ I. Pp 430-446
2. Read Businessmagazines to familiarize with retailing and wholesaling scenario
in India
I
I
I
C Planet Health
I
GP I. Find out the profitability of each of the formats and suggest one which should
be adopted.
2. What values PH wants to deliver? How does each format stand with regard to
delivering such value?
3. How does each fonnat relate to location?
4. What changes are required for each of the formats with respect to categories,
layout and branding decisions.
4- Non-store Retailing
1. Pp 516-533 -
2. Read BusinessMagazines to familiarizewith the current Non-store Retailing in
India
Avon.com (A)
1. Examinethe existing retailing system otAvon.-
2. Should Avon establish other forms of retailing? Sell directly to consumers?
If so, provide details. .
3. How if at all should Avon include the representatives in the new retail
strategy?
4. What would be gain trom such strategy?
5 T Issues in Market logistics
R I. Pp 446-453
2. What is the right supply chain for your product?
C Supply Chain Managementat Wal Mart
GP I. What can be done by Wal Mart to ensure supply chain a key competitive
advantage for the firm?
2. What lessonscan Indian Marketing firms draw to manage marketing logistics
better?
TIME TO SUBMIT G.A. - I
6-7 T Pricing
R I. Pp 366-394
2. Pricing:The Strategy and Process
3.Pricing and the psychology of consumption
GP Presentationof Group Assignment 1
 8 T Pricing Decisions
R 1. Pp 394-399
2. Making Effective Pricing Decisions
C Virgin Mobile USA
GP 1. What advice would you give for selection of a pricing strategy? And why?
2. You may like to understandthe behavior of consumer and the competitive moves
while keeping in mind the obiective(s) of Virgin Mobile.
9 T Managing Integrated MarketingCommunication
R J. Pp 454-483,507-515
C Launching the BMW Z3 Roadster
J. What is the structure of marketing communication given in the case?
2. Do you think the proposed IMC plan shall work in short term and long-term?
3. Can you suggest a plan for launch of this or similar product in Indian market?
JO T Developing and Managing AdversisingProgram
R Pp 484-493
C Mountain Dew: Selecting New Creative
GP 1. What are your observationson the process of developing advertising followed in the
case?
- 2. __Commentupon the relationshipbetween client and communication agencies.
3. Develop a comprehensivedesign to effectively communicate with the consumers in
India in the current market situation for Mountain Dew.
11 T Evaluating the Advertising Effectiveness
R Pp 493-501
C Charles Schwab & Co.- collect from librarian
----- Ge_____ 1.Whatcircumstances motivateddevelopmentof the TIC campaign?
2. Evaluate the company strategy behind the TIC campaign.
3. How effective was the TIC test market? Evaluate the results.
4. Would you support Saeger's TIC budget request for 2006.
12 T Sales Promotion
R J.pp 501-507_
2. Incentive outlay ratios in FMCG in India
C Boots: Hair Care Sales Promotion
GP . What are the financial and strategic implications of the three promotional
alternatives?
. Take a similar promotion in India and plan complete Sales promotion for a firm
in similar product category

13 T Personal Selling
R Pp 545-547
C Eureka Forbes Ltd
GP I. Discuss the role of salesperson.
2. Suggest an ideal selling process for those potential customers who have never
bought any consumerdurable product.
14 T Managing Sales Force
R Pp 541-545
C
GP ..
Eureka Forbes
Critically review the process of sales management in Eureka Forbes
What can be done to retain and keep sales force motivated?
 -

[1
I
5

!C
!
T--j"Marketing Strategy Formulation
P

GP
! pp 41-59
i Gcta Corporation
\ J. Define the marh;t ~Jldcompelition for GETA's products.
! ! 2. Develop a marketing St:':1tcgy for GETA in relation to possible segments, target
! I i consllmersll)uyers. product pusitioning and competition?
! ; 3. To do SQ, you may lib to evaluate the product market choice, segmentation of
i . market and its prioritization,assess product-marketstrategy for short term as well as
I i for long term, pricing strategy options, communication strategy, personal selling
I J.--L strategY-,..E:!.~'ket.ing
and.field organization
16 T
I. i Markering Strategy Implementation
R i Pp 633-634
C ! National Pharmaceuticals Ltd.- Annual Marketing Planning
G!.' J. I. Inter£.l:ctthe concerns at the end of the case
17 IT II Organising, Evaluatingand Controlling the marketingeffort
R i Pp 612-633, '634-642
GP
' 1. Study marketing organizationof National Pharma,Geta, Organization where you
I
have served and the firm chosen by you for assignment. Evaluate and recommend
i changes, if necessary. Do you think that product category affects the structuring of
I marketing department?
: 2. Be preparedto sharein your Groupand lateron in Class,yourassessmentof firm
chosen for the assignment and/or previous serving organization's (a) stage of
marketing departmentevolution and (b) 'form' of their marketing department.
3. Indicatethe concernsin the area of Evaluatingand Controllingthe marketing
performance for firm chosen for GA No.2
TIME TO SUBMITG.A.No.2
18-19 T Presentation ofGA-II
T Marketing in Future and Wrap Up
~.- R I. Pp 17-20,533-37.642-647
2. AppeI,dixAF.i4of 12'!'edition ~ .

3. Contextual Marketing-Thereal business of the Internet