Recap 09/11/11

The double lecture of Marketing on Wednesday was an intense discussion of the Nirdosh "Biri" Heral Smoking Device Case Study.
We discussed the basis of segmentation followed by Mr. Natvarlal Bhavsar -
1) People who want to quit smoking
2) As a cure for small ailments like common cold, cough, asthma, premature greying of hair, astric problems etc.
However discussion revealed that these basis were ineffective due to the device not delivering the desired results in case of smoker's trying to quit and also due to it device being a victim of social stigmas.
The eventual solution to the case was that they should try and join forces with a strong distributor overseas and export the product.

The learnings from the case were -
1) Marketer should have an in depth knowledge of the segment
2) The segment should have S.C.A. - Sustainable Competitive Advantage
3) Behavioural issues of consumers
4) Interpretation of numbers is important for marketers also
5) Product should fit the segment

Topic for discussion in next class -
Pricing in -
a)Airline industry
b)Education industry
c)Food and Beverages industry
d)Telecom industry
e)Entertainment industry