Marketing Internship under Prof. Sameer Mathur
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This document contains summaries of marketing management lessons and case studies from an internship. It includes: 1) Lessons on storytelling, using cornerstones, and developing wants rather than needs in customers. 2) Summaries of textbook chapters on marketing planning, analyzing markets and competition, positioning, and communications. 3) A marketing plan for a minor league baseball team targeting families with $6 tickets and community events. 4) A case study on a brewing company exploring expanding its legacy brand to the light beer market. 5) A case on the purchase of legendary piano maker Steinway & Sons and challenges maintaining its brand reputation.
Marketing Internship under Prof. Sameer Mathur
- 1. MARKETING MANAGEMENT INTERNSHIP UNDER Prof. Sameer Mathur IIM Lucknow www.iiminternships.com
- 3. MODULE 1
- 4. Lessons learnt from Jesse Desjardins
- 7. Story telling is the Most powerful Way to put ideas in the world today
- 12. A V O I D
- 16. MODULE 2
- 17. Learning from the Book A South Asian Perspective 14th Edition textbook by Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
- 19. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
- 20. Marketing is not making Needs but developing Wants of Customers. Like Food is a Need but eating in Dominos is a Want.
- 21. So, What are the Main Marketing Management Tasks?
- 22. Marketer must develop a marketing plan for achieving its goals defining the business mission, analyzing external opportunities analyzing internal strengths and weaknesses, and threats.
- 24. Targeting the Right Customers
- 25. Marketers must divide markets into groups of consumers or segments with distinct needs and wants; identify which market segments company can serve effectively.
- 26. He must Identify an important market gap and position its product through appropriate differentiation strategies to ensure success.
- 27. Marketers should look into the Competitors Strategies and know their moves.
- 28. Marketing planning begins with formulating an offering to meet target customers.
- 29. Creative Packaging can popularize the new offering.
- 30. Companies today must build and manage a continuously evolving and increasingly complex channel system and Value network.
- 31. And also Managing Retailing, Wholesaling , and Logistics
- 32. To effectively reach and influence target markets, holistic marketers have to creatively employ multiple forms of communications
- 35. Expand into the Global Market
- 36. MODULE 3
- 39. •Minor league baseball team •Single-game tickets at $6.00 a piece • Target Market: Families Population in Springfield- 55,000 Positioning: Local, affordable entertainment for the whole family Distribution: Tickets sold at box office and team website
- 40. •Promote team through various events throughout the year •Get community involvement before the start of the season •Events create unique and memorable experiences that other IMC tools cannot MARKETING PLAN
- 41. OPPORTUNITIES AND THREATS Threats: Other affordable entertainment Movies, bowling, theatre, etc Professional sports teams Opportunities: Providing shuttle/transportation to games Sponsorships from local business Potential economic growth External environmental factors: Mainly low incomE Lack of public transit Restrictions on sales of alcohol at games
- 42. MOUNTAIN MAN BREWING COMPANY : BRINGING THE BRAND TO LIGHT CASE ANALYSIS
- 43. •Legacy brew with strong brand •Popular among blue collar working men •2% decline in revenue •4% growth in light beer segment
- 44. Takeaway from this case *How to capture light beer market segment *Its effect on brand value and current product *Investment and return on the new product *Breakeven analysis *
- 45. CASE ANALYSIS STEINWAY AND SONS : buying a legend
- 46. For 140 years, Steinway & Sons has been recognized as a leader in the market for high-quality grand pianos. Established in New York City in 1853 by Henry Engelhard Steinway, a German immigrant, the firm quickly prospered because of its technical excellence.
- 47. On April 18, 1995, the Selmer Company agreed to purchase Steinway & Sons for $101.5 million . At the time of the purchase, Selmer was the leading manufacturer of band and orchestral instruments in the United States.
- 48. MODULE 4
- 49. ARTICLE
- 50. The One Thing You Must Get Right When Building a Brand
- 58. What builds a brand? Brand? Innovation beyond the familiar Customer Promise Trust Continual Improvement
- 59. These slides were created by MAULSHRI PATHAK, UIT RGPV as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)