Course: BUS - 620

Marketing Management
Section: 4
Additional Bonus
All Micro & Macro Cases of Chapter-11, 12, 13 &17

Submitted To:
Professor Dr. M. Mahmodul Hasan
School of Business

Submitted By:
Name
Hasib Imtiaz

ID
1512747660

Signature
Hasib

Date of Submission: 30th August, 2015

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Table of Content
For Micro Cases
Chapter-11
Setting Product Strategy
11.1 Ginger Hotels
11.2 Mercedes-Benz
11.3 Top Design Companies and Countries
11.4 Hawkins
11.5 Wipro
11.6 BMW AG
11.7 Good Knight
11.8 Volkswagen
11.9 Hewlett-Packard
11.10 DuPont
11.11 Kitchens of India
11.12 Tropicana

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5
6
6
7
7
8
8
9
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10
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Chapter-12
Designing and Managing Services
12.1 Shahnaz Husain Group
12.2 Singapore Airlines (SIA)
12.3 Whirlpool
12.4 United Breaks Guitars
12.5 ICICI Securities
12.6 Gupta Ji ka Dhaba
12.7 Transport Corporation of India

Chapter-13
Developing Pricing Strategies and Programs
13.1 Blue Denims
13.2 Bangalore Metropolitan Transport Corporation
13.3 Meru Cabs
13.4 Gillette
13.5 My Dollar Store

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9
10
10
11

Chapter-17
Managing Mass Communications
17.1 Campaign To Prevent HIV/AIDS
17.2 Volkswagen Vento
17.3 Bingo Potato Chips
17.4 Amul Butter

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14
15
16

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Table of Content
For Macro Cases
Chapter-11
Setting Product Strategy
11.1 Caterpillar
11.2 Toyota
Chapter-12
Designing and Managing Services
12.1 The Ritz-Carlton
12.2 Mayo Clinic
Chapter-13
Developing Pricing Strategies and Programs
13.1 eBay
13.2 Southwest Airlines
Chapter-17
Managing Mass Communications
17.1 Coca-Cola
17.2 Gillete

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13

26
30

35
37

39
44

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Ginger hotel
Ginger hotels, a chain of hotels in India in the smart basics category, have set new
standards of service quality at affordable prices. The concept of the hotel is loosely
inspired from the success of low-cost airlines and targets the modern experienced
traveler who does not relate low tariffs with poor standard. Ginger has created a new
category in the Indian hospitality landscape, while giving a fillip to tourism and other
ancillary industries in the country. Perfect for leisure and business travelers, the Ginger
hotel is a fine combination of comfort and efficiency. Ginger offers a wide range of
modern amenities such as self-sufficient rooms, a multi cuisine restaurant, gymnasium
with modern accessories, meeting/conference rooms, along with other facilities such as
Wi-Fi and Net Zone, Safe zone, water dispensers, laundry service, etc.

Mercedes-Benz
Mercedes-Benz is a German automobile manufacturer, a multinational division of the
German manufacturer Daimler AG. The brand is used for luxury automobiles, buses,
coaches, and trucks. The headquarters of Mercedes-Benz is in Stuttgart, BadenWrttemberg, Germany. The name first appeared in 1926 under Daimler-Benz, but
traces its origins to Daimler-Motoren-Gesellschaft's 1901 Mercedes and to Karl Benz's
1886 Benz Patent-Motorwagen, which is widely regarded as the first gasoline
powered automobile. Mercedes-Benz's slogan is "Das Beste oder nichts" (English: "The
best or nothing"). Mercedes-Benz is one of the most recognized and best-selling
automotive brands worldwide

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Top Design Companies and Countries

Some countries have developed strong reputation for their design skills and
accomplishments, such as Italy in apparel and furniture and Scandinavia in products
designed for functionally, aesthetics and environment consciousness. Finlands Nokia
was first to introduce user-changeable cover for cell phones the first to have ellipticalshaped, soft and friendly forms and the first with big screens, all contributing to its
remarkable ascent. In 2009, Samsung won eight awards, Apple seven, Dell Experience
Design Group six and GE Healthcare five. One of the more successful design companies
is IDEO

Hawkins
Hawkins has been in business since 1959. Today, it has two offices, three factories and
about 800 persons working. It is the leader in the pressure cooker market in India and
has exported its products since 1974 to various countries in each of the six continents of
the world. Each pressure cooker made by Hawkins features an inside fitting lid. This
design is inherently safer than conventional pressure cookers. To open any Hawkins
cooker, you have to first lower the lid slightly into the body of the cooker; and that
cannot be done until the steam pressure inside the cooker falls to a safe level. Thus
Hawkins pressure cookers are pressure-locked for safety - like a jetliner door.

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Wipro
Wipro Ltd is a global information technology, consulting and outsourcing company with
160,000+ workforce serving clients in 175+ cities across 6 continents. Wipro helps
customers do business better by leveraging our industry-wide experience, deep
technology expertise, comprehensive portfolio of services and vertically aligned business
model. Wipro is globally recognized for its innovative approach towards delivering
business value and its commitment to sustainability. Wipro champions optimized
utilization of natural resources, capital and talent. Today we are a trusted partner of
choice for global businesses looking to differentiate at the front and standardize at the
core through technology interventions.

BMW AG
BMW AG, is a German automobile, motorcycle and engine manufacturing company
founded in 1916. BMW is headquartered in Munich, Bavaria, Germany. It also owns and
produces Mini cars, and is the parent company of Rolls-Royce Motor Cars. BMW
produces motorcycles under BMW Motorrad, and plug-in electric cars under the BMW i
sub-brand. BMW is one of the best-selling luxury automakers in the world. BMW was
established as a business entity following a restructuring of the Rapp Motorenwerke
aircraft manufacturing firm in 1917. The company consequently shifted to motorcycle
production as the restrictions of the treaty started to be lifted in 1923, followed by
automobiles in 192829.The first car which BMW successfully produced and the car
which launched BMW on the road to automobile production was the Dixi.

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Good Knight
The Good Knight brand of mosquito repellents started its entrepreneurial journey as a
technically superior alternative to mosquito repellent coils that emit smoke. The
company found initial success in the mosquito repellents paper mats infused with
allethrin, a substance that is highly toxic for insects, but not for humans. These mats,
when heated on a small plug in electric device, deactivate mosquitos. After the brand
was acquired by Godrej Sara Lee, the company started expanding the product range
guided by consumer-need gaps and technological innovations.

Volkswagen
Volkswagen has four different core brands of particular importance in its European
portfolio. Each brand has its own character and operates as an independent entity on
the market. The product spectrum ranges from motorcycles to low-consumption small
cars and luxury vehicles. In the commercial vehicle sector, the products include ranges
from pick-ups, buses and heavy trucks. The Volkswagen is also active in other fields of
business, manufacturing large-bore diesel engines for marine and stationary
applications (turnkey power plants), turbochargers, turbomachinery (steam and gas
turbines), compressors and chemical reactors. It also produces vehicle transmissions,
special gear units for wind turbines, slide bearings and couplings as well as testing
systems for the mobility sector.

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Hewlett- Packard
The Hewlett-Packard Company (HP) is an American global information technology
company headquartered in Palo Alto, California, United States. It develops and provides
a wide variety of hardware components as well as software and related services to
consumers, small- and medium-sized businesses (SMBs) and large enterprises. Major
product lines include personal computing devices, enterprise and industry standard
servers, related storage devices, networking products, software and a diverse range of
printers and other imaging products. HP markets its products to households, small- to
medium-sized businesses and enterprises directly as well as via online distribution,
consumer-electronics and office-supply retailers, software partners and major
technology vendors.

DuPont
DuPont is a science company dedicated to solving challenging global problems, while
creating measurable and meaningful value for its customers, employees and
shareholders. Our dynamic portfolio of products, materials and services meets the everchanging market needs of diverse industries in more than 90 countries. We unite
around a set of core valuessafety and health, environmental stewardship, highest
ethical behavior and respect for peoplejust as we have for two centuries. We
introduced our Innovation Delivery System to bring new products and patent
applications to market. This system bridges our unrivaled market and supply chain
expertise with our unparalleled science and engineering know-how.

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Kitchens of India
An ITC endeavor, Kitchens of India entices your taste buds on a mystical voyage through
the legacy of authentic Indian gourmet cuisine. It encompasses ancient recipes
safeguarded and passed down from generation to generation by royal cooks of the
Maharajas. Further, perfected by ITCs Master Chefs with passion and an eye for detail,
using age-old techniques to deliver nothing short of an enchanting experience. And
packaged in keep fresh packs, so that you can enjoy in an instant, what has taken
centuries to perfect. Kitchens of India assures a complete authentic gourmet dining
experience.

Tropicana
Tropicana Products, Inc., a division of PepsiCo, Inc., is the leading producer and
marketer of branded fruit juices. PepsiCo experienced great success with its Tropicana
brand, acquired in 1998. Then in 2009, the company launched a redesigned package to
refresh and modernize the brand Tropicana markets its products in the U.S. under a
variety of brand names including the Tropicana not-from-concentrate line of juices,
Dole juices and juice blends, Tropicana juices, Trop 50 and Tropicana Twister juice
beverages. The Dole brand name is licensed from Dole food Company Inc.

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Caterpillar
Question 1: What were some of the key steps that led to Caterpillars
becoming the industry leader in earth-moving machinery?
Answer: Caterpillar produced over 300 different kind of machinery for sales around
the world. Its products give solution to eight industries such as residential,
nonresidential, industrial, infrastructure, mining and quarrying, energy, waste and also
forestry. Besides that, the use of Caterpillars trademark farm treads on the Army tank
in World War 1 and World War 2. The huge postwar construction and also strong
overseas demand made the sales of Caterpillars products increased. Due to the
recession of the early 1980s, Caterpillar lost about $6.5 billion and the company was
forced to laid off thousands employees, closed several factories and suffered a long
United Auto Workers strike. Therefore, Caterpillar recognized that a change in the
company would overcome the crisis. The company undergoes the new leadership and it
was successful pull off one of the biggest turnarounds in corporate history.
Caterpillar boldly fought the United Auto Workers and outlasted two strikes and seven
years of disagreements. Due to that, it decentralized and restructured into several
business unit and each of the business unit will responsible for its own P&L. Caterpillar
invested a significant amount of money about $1.8 billion in a factory-modernizing
program that automated and streamlined its manufacturing process with a combination
of just in time inventory and flexible manufacturing. By automating its manufacturing
system, the company became more efficient and competitive, although it also was forced
to lay off more its workforce. Furthermore, the company realized that the research &
development will made the company even better than its competitors. Caterpillar
invested hundreds of millions of dollars in new technologies, products, and also the
machines. As results, CAT construction trucks became higher tech, competitive and
environmentally friendly. Besides that, the focusing on the innovation also made the
company ranks in number one or two in every industry it serves. Other than that, the
company also divided its product strategy into three segments: World Class, Mid-Tier
and also Low End. The company is also focused on innovating high-tech machinery for
the growing World Class segment and leaving the Low-End segment to local competitors
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that will eventually be consolidated. The business model practiced by Caterpillar also
made contribution to its dominance in the market. Caterpillar provides machines
support and support for a wide range of industries. The Global Dealer Network which is
a specially trained independent CAT dealers who can provide services on a local basis,
giving the global company a personal feel.

Question 2: Discuss Caterpillars future. What should it do next with its

products line? Where is the future growth of this company?
Answer: Due to the demand of its products in U.S still in sluggish, thus the Caterpillar
has switching it focus more on the emerging economies such as China, Brazil, Russia,
India and those region which will be a strong point for the company. The developing
countries would demand more construction equipment in their economy growth. The
company must able to continue provide the high performance equipment with highest
reliability and durability. This two quality features is the key purchase consideration in
purchasing of heavy industrial equipment. While Caterpillar is well known for its large
premium machines sporting with many features, customers in China may be looking for
something simpler with fewer bells and whistles. For instance, Japans Komatsu Ltd,
competes against Caterpillar with smaller, simpler machines. Thus, Caterpillar should
take concern of these problems and continue supply the idea products for the
consumers. Besides that, Caterpillar should continue in doing the R&D for its product
line. For example, the company should understand the segment of market they currently
and future served. Benchmarking their product with the competitor such as Japanbased Komatsu, Netherland-based CNH would make them growth faster and bigger.
The company move forward by focused on reducing the greenhouse gas emissions in its
machinery, innovating the green technologies. Due to its position as a leader of the
heavy-equipment industry leader, its competitors will also following the change in order
to compete with Caterpillar. According to the Wall Street Journal, Caterpillar is doing a
good job of supplying customers on a timely basis. The superior sales and service
functions will continue act as the heart of the Caterpillars successful product strategy.

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Toyota
Question 1: Toyota has built a huge manufacturing company that can
produce millions of cars each year for a wide variety of consumers. Why
was it able to grow so much bigger than any other auto manufacturer?
Answer: Toyota has built a huge manufacturing company that can produce millions of
cars each year for a wide variety of consumers and has products for different price
points demanded by consumers. They analyze what the customer want and they deliver
according to their need. Toyota Company is the master of lean manufacturing and
continuous improvement. Its plants can make as many as eight different models at the
same time, bringing huge increases in productivity and market responsiveness.
The Toyota Company grow so much bigger than any other auto manufacture because of
the act according to preference of the customer
Market segment: Toyota Company produce large range of subcompacts to luxury and
sports vehicles to SUVs, trucks, minivans, and buses. They segment their product
according to need of customer. They create their market segment. They produce Scion
car that is target the teenage and it becomes famous among the teenage.
Customization: customization is a process of modifying the some feature of the
product. The Toyota Company give high focus on customization to satisfy each
customer. They are more flexible and they do a lot of assignment before introducing the
customized auto. They can customized in the auto in the section like music player, color
of the auto, stereo component to wheel even the floor mats.
Performance quality and the design: The Toyota Company listen to different
customers for designing the new car. They build the car in the design that is suggested
by the consumer and they are timely updated. They develop various design of
automobile that is different from the competitor. Another feature is the performance
quality. The performance quality of all the Toyota company auto is high and they
provide high performance quality auto in low budget.

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Product line: Toyota uses two way line stretching strategy. They produce high luxury
car to simple car that satisfied the need of both the customer. In the market there are
very expensive automobiles as well cheaper. It manufacture various design of the
automobile focusing different income level of customer.
Guaranteed Auto Protection: Toyota Company provide the insurance of the
automobile. They provide guaranteed auto protection service to all types of the auto
mobile. GAP is only available at the time of purchasing or leasing new or used Toyota.
Toyota is integrating its assembly plants around the world into a single giant network.
The plants will customize cars for local markets and shift production quickly to satisfy
any surges in demand from markets worldwide. And the Toyota marketing strategy
focuses on perfection. They will analyze the people perfection and make a market
strategy according to people perception about Toyota automobile.

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Question 2: Has Toyota done the right thing by manufacturing a car brand
for everyone? Why or why not?
Answer: Toyota makes automotive parts for its own use and for sale to others. Popular
models include the Camry, Corolla, Land Cruiser, and luxury Lexus line, as well as the
Tundra truck. There are wide range of line product of Toyota Company automobile. I
think Toyota Company done the right thing by manufacturing a car brand for everyone.
They manufacture a really great range of exciting new cars which will open peoples eyes
and minds. They analyze what a customer need and develop the same feature
automobile in the comparable price. They divide their market segment. In the market
there are different people with different perception, someone may view automobile as
only transportation mean someone may take as self-pride. For those customer Toyota
has to design differently. They have to act what a customer want. . Its plants can make as
many as eight different models at the same time, bringing huge increases in productivity
and market responsiveness. Thats prove they produce wide variety of the auto that will
use by different types of customer. They try to develop the auto according to the
customer perception. They want to satisfy each customer. It has been successful because
has products for different price points demanded by consumers. The price range of the
Toyota Company is lies very expensive to inexpensive. Toyota auto mobile are in the
reach of middle class to high class such that the user of the Toyota automobile are very
much higher than other automobile company. Toyota understands that each country
defines perfection differently. Toyota company produces and distribute their automobile
all around the world and they know depending upon the country, perfection towards the
companies automobile are different so they have to act according to people perfection at
that place. They develop wide variety of the product. But the core system of the Toyota is
same all around the world but outer design and other part may be different according to
the choice of huge number of customer.

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Question 3: Did Toyota grow too quickly as Toyota suggested? What should
the company do over the next year, 5 years, or 10 years? How can growing
companies avoid quality problems in the future?
Answer: Since 1997, Toyota has sold more than 3.3 million full hybrid vehicles
worldwide, representing more than 80% of all global hybrid sales. Toyota Company
offers full line of cars. Popular models include the Camry, Corolla, Land Cruiser, and
luxury Lexus line, as well as the Tundra truck. Toyota is striving to develop automobiles
that meet the needs of customers .Toyota Company grow too quickly as their suggested.
Toyota is integrating its assembly plants around the world into a single giant network.
They do customize on the car according to the need of the customer. Toyotas need to
keep their products selection and quality superior to their competition. Toyota company
are become one of the successful manufacturing company due to their consistent
quality. They have to maintain their performance quality. Whether they customized the
car or develop new model according to customer need they need to maintain same core
quality all around the world. They need to maintain reliability on automobile. The same
superior quality and dependable should be maintain.
The design of the automobile should be unique and while developing new model design
car they need to maintain core material as same. They need to customize regular
according to the customer. They need to maintain extraordinary look for each model.
Such that it will look very distinctive than competitor. They need to produce high quality
and high specific design automobile. They need to give services after the purchasing the
product and more ever they have to delivery every item in the time. They need to create
more value of automobile by giving some of the discount or either by various services.
They need to provide e-support for their customer and they need to update their
information through the media.
As we know people perfection are different according to the geographic area. A great
product by itself is not enough so the Toyota need to advertise themselves according to
customer perfection at that place. They need to make market strategy differently in
different country. The Toyota Company is giving Guaranteed Auto Protection to their
customer. They need to keep it up.
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Sahnaz Husian Group

In this case indicates Shahnaz Husain Group are everywhere by providing Services. Sahnaz Husain came
to be known for her specialized clinical treatments and therapeutic products for problem like acne,
pigmentation, scars and blemishes, dandruff, and hair loss. Over the last three decades, the Sahnaz
Husain Group achieved a global presence, having sold at leading international stores such as Selfridges
and Harrods (London).Continuous improvement and innovations in customer service can have a big payoff, as indicated by the success of the Sahnaz Husain Group.

Singapore Airlines (SIA)

Singapore Airlines continue their business with new service realities. It has up update it web site monthly
to keep up to date- in large part due its stellar holistic marketing. Famous for pampering passenger, SIA
continually strives to create a wow effect and surpass customers expectation. It was the first to lunch
individual vedio screens at airplane seats. Transforming customer service (TCS) program includes staff
in five key operational areas: crew, engineering, ground service, flight operation and sales support. Some
of the most skilled marketers now are service firms. One that wins praise for its marketing success is
Singapore Airlines.

Whirlpool
Whirlpool extended their service shifting customer Relationship. Whirlpool India offers an extended
service plan- value plus-for its product range at a nominal cost, saving customer from unexpected costs
even after a products warranty period has expired. The plan assures the use of genuine spare parts, and is
transferable to a new buyer if the customer sells the appliance during the contract period. In addition to
enhancing the re-sale value of its appliances, the plan saves the consumer from the stress caused by
unexpected repair cost. Ensuring that they have access to round the clock service seven days a week.

ICICI Securities
ICICI Securities providing wide range of services for achieving marketing excellence. A company become
pioneer when its maintain spread relationship with customer by giving a lot of services. Here, ICICI
provides investment banking, retail broking, private wealth management, financial product distribution.
the web site allows seamless trading of a wide range of product- equity, derivatives, mutual funds, life
insurance, loan, general insurance, IPOs, currency, fixed deposits, and new pension system through the
internet or on mobile phones.so for their vast area of services they have deserve a trade mark line on a
service provider industry.

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Gupta Ji Ka Dhaba
Gupta ji provide inherent services by using excellence service marketing. Placing order over the phone
and give services time to time when train is placed station and made transaction with in few seconds. If a
passenger needs something urgently say medicines or milk for a young child- Gupta Ji ensures that is
delivered to the passenger at cost price along with the food. By ensuring a hassle free transaction and the
delivery of quality food at the consumers doorstep Gupta Ji has built a loyal customer base. Gupta Jis
willingness to cater to urgent customer requirements has managed to delight his customer and to keep
them coming back to him.

Transport Corporation of India

Transport Corporation of India incorporates primary and secondary services along with their supply chain
strategy. Each of its services, s- modal transportation to express delivery solution, from freight forwarding
and customer clearances to warehouse management service, is linked with a single customer relationship
management system for maximum benefit to customers. It has displayed strong corporate social
responsibility in the area of health, infrastructure, education, natural resource management, and disaster
relief. TCI is a part of the world Economic Forums community of Global Growth Companies that engages
companies with the potential to drive social and Economic Changes. TCI is an example of an organization
that keeps ahead of its competition continuous innovation.

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The Ritz-Carlton
Question-01
How does the Ritz-Carlton match up to competitive hotels? What are the key differences?
Answer:

Match Up to Competitive Hotel:

The Ritz-Carlton doesnt just match-up to its competitive hotels in its market, it
actively exceeds the expectations of the guests in that competitive set. I think the 2 main
steps the Ritz have taken to ensure their guest success has been taking care of their
internal customers and by doing that they are taking care of their external customers,
this makes for very happy guests. The second step is that they are empowering their staff
to satisfy customers needs and make them loyal to the Ritz name. By using the credo,
We are Ladies and Gentleman Serving Ladies and Gentleman It gives the staff a sense
of pride in their presentation, themselves and who they work for. The Ritz-Carlton takes
the time to ensure their staff is well trained and therefore reduces turnover, this helps
the morale of the staff and offers opportunities for them to move up within the
organization.
Key Diffrences:
The key differences are how you train and treat your staff as well as how they are
empowered. By the Ritz-Carlton empowering their staff members to be on the lookout to
create remarkable or wow moments for the guest, is one sure way to be on top of
anticipating guest needs. Once one of these moments is created the guest has
automatically become a walking billboard to promote the amazing deed the staff of the
Ritz has performed and how they will refuse to stay anywhere else. Not all of their
competitors have that going for them.

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Question-02
Discuss the importance of the wow storiesin customer service for a luxury
hotel like the Ritz-Carlton.
Answer:

The importance of the wow stories in customer service for a luxury hotel like the RitzCarlton is what differentiates itself from the competition. Ritz-Carlton for years has
been practicing on anticipating customer needs, but something that many of us havent
done is to intentionally listen to our customers wants, provide the finest personal service
and facilities for their guest who will always enjoy a warm, relaxed, yet refined
ambience. Wow stories represent true stories recognize an individual employee for his
or her outstanding customer service and also highlight one of the 12 service values, For
example, one family staying at the Ritz- Carlton, Bali, needed a particular type of egg
and milk for their son who suffered from foo allergies. Employees could not find the
appropriate items in town, but the executive chef at the hotel remembered a store in
Singapore that sold them. He contacted his mother in- law, who purchased the items
and personally flew them over 1000 miles to Bali for the family. The example showcased
service value 6: won and immediately resolve guests, Problem.
The daily wow story is the best way to communicate what they expect from their ladies
and gentlemen around the world. Every story reinforces the actions they are looking for
and demonstrates how each and every person in their organization contributes to their
service values and performance.

Mayo Clinic
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Question-01
Explain why Mayo Clinic is so good at customer service. Why has it been so
successful practicing medicine differently from other hospitals?
Answer:

The Mayo Clinic is so good at customer service because they have taken the time to
invest in creating an atmosphere within their staff and employees that say that no
matter what the patients interests is what will always be considered first. They keep
everyone informed at all times and they maintain healthy records to better serve their
patients.
Reason behind different from other Hospitals:
Mayo Clinic provides exceptional medical care and leads the nation in many specialties
such as cancer, heart disease, respiratory disorders, and urology.it has reached this level
of success by taking a different approach from most clinics and hospitals and putting a
relentless focus on the patients experience. The Clinic two interrelated core values trace
back to its founders and are at the heart of all the organization does: Placing the patient
interests above all others and practicing teamwork.
The most important difference in serving patients is Mayo Clinic concept of teamwork.
A patient can come to mayo clinics with or without a physicians referral. At that time,
the patients team is assembled, which can include the primary physician , surgeons,
radiation oncologists, radiologists, nurses, residents, or other specialists with the
appropriate skill, experience, and knowledge.

Question-02

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Do conflicts of interest exist between wanting to make your patient happy

and providing the best medical care possible? Why or Why not?
Answer:

No, there is no conflicts exist between wanting patient happiness.

Because, Teams of medical professional work together to diagnose patient medical
problems, including debating test result for hours to determine the most accurate
diagnosis and best treatments. Once a team consensus has been reached, the leader
meets with the patient and discusses his or her options. Throughout the process, patient
is encouraged to take part in the discussion. If surgery is necessary, the procedure is
often scheduled to take place within 24 hours, a dramatic difference from the long wait
patients experience at many hospitals.Mayo Clinics doctors understand that those who
seek their care want action as soon as possible.
Mayo Clinic is a not for profit, so all its operating income is invested back into the clinic
research and education programs. Breakthrough research is quickly implemented into
the quality care of the patients. Mayo Clinic offers educational programs with mayos
motto: The best interest of the patient is the only interest to be considered.
Mayo Clinic has been recognized by third parties for decades for its independent
thinking, outstanding service and performance, and core focus on patient care and
satisfaction.

Blue Denims
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This case describes the importance of Customer Psychology and Pricing. Marketers,
recognize that consumers often actively process price information, interpreting it from
the context of prior purchasing experience, formal communications, point-of-purchase
or online resources, and other factors. Purchase decisions are based on how consumers
perceive prices and what they consider the current actual price to be, not on the
marketers stated price. Customers may have a lower price threshold above which prices
are prohibitive and the product appears no worthy the money. In case of Blue Denims,
the large part consumer psychology plays in determining three different prices for
essentially the same item: a pair of blue denims.

Bangalore Metropolitan Transport Corporation

This case describe how Bangalore Metropolitan Transport Corporation (BMTC) setting
their price. A firm must set a price for the first time when it develops a new product,
when it introduces its regular product into a new distribution channel or geographical
area, and when it enters bids on new contract work. The firm must decide where to
position its product on quality and price. Most markets have three to five price points or
tiers. Firms derive their branding strategies to help convey the price quality triers of
their products or services to consumers. BMTC has implemented this strategy. The Vayu
Vajra Airport Service of BMTC is a high-end service that connects the city to the airport.
BMTC has earned daily traffic revenue of 37 million rupees from its 6098 vehicles
carrying around 4.26 million people per day in 2011 by offering several categories of bus
services.

Meru Cabs
This case describes the importance of Perceived-Value Pricing. An increasing number of
companies now base their price on the customers perceived value. Perceived value is
made up of a host of inputs, such as the buyers image of the product performance, the
channel deliverables, the warranty quality, customer support, and softer attributes such
as suppliers reputation, trustworthiness, and esteem. Companies must deliver the value
promised by their value proposition, and the customer must perceive their value. Firm
use other marketing program elements, such as advertising, sales force, and the
internet, to communicate and enhance perceived value in buyers mind. Maru Cabs
using this strategy successfully.

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Gillette
This case describes how Gillette successfully used Value Pricing. In recent years, Gillette
and some other companies have adopted value pricing. They win loyal customers by
charging a fairly low price for a high-quality offering. Value pricing is thus not a matter
of simply setting lower prices; it is a matter of reengineering a large number of valueconscious customers. Gillette conducts exhaustive consumer research in designing its
new products and markets aggressively to spread the world. The company spent over $
1.2 billion on research. Gillette enjoys enormous market leadership in the razor and
blade categories, with 70% of the global market, and sizable price premiums.

My Dollar Store
This case describes the importance of Value Pricing and use of everyday low pricing
(EDLP). Value pricing can change the manner by which a company sets prices too. One
company that sold and maintained switch boxes in a variety of sizes for telephone lines
found that the probability of failure and thus maintenance cost was proportional to the
number of switches customers had in their boxes rather than to the dollar value of the
installed boxes. EDLP provides customer benefits of time and money. My Dollar Store
bases their entire marketing strategy around extreme everyday low pricing. This is how
they make their success.

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eBay
1. Why has eBay succeeded as an online auction marketplace while so many
others have failed?
EBay was one of the first online marketplaces on the world-wide web. It was created as
an online auction website, but it has now become the largest online marketplace that
exists. EBays success truly created a pricing revolution by allowing buyers to determine
what they would pay for an item; the result pleases both sides because customers gain
control and receive the best possible price while sellers make good margins due to the
sites efficiency and wide reach. This is what we know as perceived value pricing: The
customers value perception is estimated on the image of the product etc., then the price
is determined, and later this will be observed. Nowadays even companies first check
items on eBay before they estimate the price they will charge for their products.
2. Evaluate eBays fee structure. Is it optimal or could it be improved? Why?
How?
EBay doesnt sell or buy anything itself. It earns its money by collecting fees: an
insertion fee for each listing plus a final value fee based on the auction or fixed price.
This pricing structure was developed to attract high-volume sellers and deter those who
list only a few low-priced items. This price setting is also known as second degree price
discrimination: eBay charges less to buyers who buy in a larger volume. This pricing
strategy is a good way to attract larger volume buyers, but I think that eBay should not
forget the small consumer who will also buy more and more online. It is not a good idea
to charge the small consumers with high fees because this can scare them off to other
online marketplaces.
3. Whats next for eBay? How does it continue to grow when it needs both
buyers and sellers? Where will this grow come from?
When a company needs more buyers and sellers it will need to expand. EBay should
invest more in mobile applications. They must develop a mobile application that tells
you where you can buy it, or sellers nearby you. This way it can create more a social
media idea and it will become more personal, in marketing terms this is called personal
selling. Personal selling refers to a set of activities directed at the attainment of
marketing goals by establishing and maintaining direct buyer-seller relationships
through personal communication. Also it is important for eBay to become more active
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in developing countries, like for example the BRIC countries. But not only the BRIC
countries can provide growth, eBay should invest in western Africa. In this part of the
world people are already very familiar with buying on market places and the
development of better internet can help them do the same online. As the video
underneath shows us the internet is becoming better and better in Africa.
Not only the video tells us that the internet is becoming bigger in Africa, also charts
from the past tell us that there are already over 100 million people online in Africa. This
means that when I am CEO of eBay I wouldnt wait any minute more. The market for
eBay is growing in this part of the world and eBay should directly become more active in
Africa.

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Southwest Airlines
1. Southwest has mastered the low-price model and has the financial results
to prove it. Why dont the other airlines copy Southwests model?
Southwest is a low-cost airline that focuses on fast, no-frills service. It has never served
meals, does not have advanced seat reservations, and flies only Boeing airplanes. These
decisions have helped Southwest be flexible in the face of the recent decreases in
airplane passengers caused by the 9/11 terrorist attacks and the world economic crisis.
Southwest is one of those airlines who are consistently earning profits despite the
problems the industry is facing. With such stability, the corporation is able to make
decisions and adjust policies, which other heavily burdened airlines may not be able to
imitate. Southwests business model is based on streamlining its operations, which
results in low fares and satisfied consumer. Following are the steps taken by Southwest
to save money and pass to customers through low fares:
Flies over 3100 short and point to point trips in a day,
Fast turnaround service
Unique boarding pass
Operate Boeing 737 for all its flight which simplifies the training proces for
employees and save time and manpower,
Program to hedge fuel prices by purchasing options years in advance long term
contract
Lighter planes as lighter planes use less fuel.

Southwest Airlines is also well-known for having a very productive and loyal workforce.
Such loyalty and productivity among the employees were brought by the way
Southwests management treats them. Southwest is a people-oriented company and
uses that orientation to leverage its advantages. It cuts costs by having employees who
work for a company they love, instead of for a simple paycheck at the end of the week.
The company also plans for the future and is not afraid to take the risks necessary to
stay ahead of the competition.

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2. What risks does Southwest face? Can it continue to thrive as a low-cost

airline when tough economic times hit?
The risk faced by South West airlines are as follows: Firstly, South West Airlines have
to run their flight even if only half of the seats are full. In such situation goes on
prevailing, in that case the airlines have a risk of earning really low revenue. Secondly,
South West Airlines is at constant price wars with its competitors. In such price wars,
sometimes South West is forced to keep the prices of tickets really low. Thus in this case
to the airline runs a risk of eventually earning low revenue. Southwest Airlines Co. said
last week it plans to accelerate integration of its AirTran Airways with a goal of fully
folding the business into its own brand by the end of 2014. In the view of analyst at
Imperial Capital, the integration is not without "hurdles", and a smooth transition
remains in doubt. "LUV's Chief Commercial Officer indicated that on a trip connecting
across the two networks, whether or not you pay to check your bags would depend on
which website you used to book the trip. Book your journey on southwest.com and your
bags fly free, even on the AirTran flight. Book the same flights on airtran.com and your
bags do not fly free, not even on the Southwest flight," said analyst Bob McAdoo. The
confusion carries over to early bird booking. McAdoo said "we got the impression that
either the company had not completely thought out the possibilities or that the solution
was not going to be customer-friendly and that it was working on the best way to explain
the policies. Southwest also announced higher bag fees last week and, interesting, has
already lowered them. McAdoo said he feared LUV could face very negative press, as did
United/Continental when it merged its reservation systems. Imperial Capital has an InLine rating on Southwest with a modified price target of $10.50 (from $9.00).Southwest
Airlines already has an investment-grade debt rating at BBB, but Fitch Ratings indicated
Monday that the Dallas carrier could see an upgrade. It revised its outlook on Southwest
to positive, up from stable. The Positive Outlook reflects Fitchs view that a positive
rating action could be warranted over the intermediate term should the company
continue to strengthen operating margins, control unit cost inflation, generate solid FCF
[free cash flow], and exhibit stable or declining leverage, Fitch said in its release. It also
noted that risks involved with its AirTran Airways merger are largely behind Southwest
as it heads for late December absorption of the final vestiges of AirTran. Southwest faces
the same risks that other airlines face, such as the potential for rising fuel costs or a
downturn in the economy, the ratings agency said. Southwest may also face continued
pressure from rising labor costs. Most of Southwests major union contracts are open for
amendment, and the ultimate cost impact from those negotiations is uncertain at this
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time, Fitch said. Concerns also include increased competition both from Southwests
large network rivals that are now financially healthier than they have been in the past,
and from rapidly growing low-cost carriers. Southwest had long been the only major
U.S. air carrier to be considered investment grade, i.e. BBB- or better. But Fitch in June
added Alaska Air Group, parent of Alaska Airlines and Horizon Air, to the elite list when
it rated Alaska BBB-.

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Coca Cola
Question-1: What does Coca-Cola stands for? Is it the same for everyone?
Explain.
Answer:
First, let us look at their mission. We can see that their priority is to make Coke
refreshments drinks for people from all over the world. Refreshments here might mean
differently for different people around the world. One of cokes strength is that how well
the company weaves the soft drinks, Coke, into peoples definitions of refreshments no
matter

where

in

the

world

they

live.

Question-2: Coca-Cola has successfully marketed to billions of people

around the world. Why it is so successful?
Answer:
Coca-Cola has created a highly-current, uplifting global campaign that translates well
into different countries, languages and cultures. Coke advertising has primarily focus on
the products ability to quench thirst.

(These are the several different languages that

represents the brand in different countries). Other than that, they also have different
strategies that contribute to their success such as advertising, sponsors and band
wagon. They advertised thru radio, television, billboard and even its own museum.
Coca-Cola sponsors for the Olympics and other sporting activities such as NBA, FIFA
World Cup and English Football League. Band wagon aimed at showing the customers
that their product is the number one product and customers who are on the winning
side

will

tend

to

purchase

their

products.

Coca-Cola main charity that it supports is the World Wildlife Fund (WWF)

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Question-3: Can Pepsi or any other company ever surpass Coca-Cola? Why
or why not? What are Coca-Cola greatest risks?
Answer:
I do not think that other companies can ever surpass Coca-Cola because they are the
most known brand throughout the world. Coca-Cola did a good job at spending their
brand name internationally. For other companies to surpass Coca-Cola is to become
known nationwide. Coca-Cola greatest risk is that their customers knowing that it can
lead to diabetes. Son people might stop drinking Coca-Cola because they want to live
longer. Coca-Cola does not sell any drinks that are healthy which might affect them in
the long run.

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Gillette
Question-1: Gillette has successfully convinced the world that "more is
better in terms of number of blades and other razor features. Why has that
worked in the past? What's next?

Answer:
Gillette is one of the well-known razor brand targeted at men. The razor has received
popularity and accepted by men who entrust their faces and skin to Gillette.

Gillette has been successful in convincing the world that more is better, in regards to the
number of blades and other features of a razor. To be successful in the business, it is
imperative that, a company understand the needs of its customers and ensure that those
needs are met and available to customers. Gillette Company understands what men
desire in their use of razors for their grooming and also understands and know how to
market the Gillette brand to all men around the world. Also the technological
innovations and breakthroughs has created the most quality and well soughed razors by
men around the word. From the twin blade Trac II, The Ara, the introduction of the
triple blade shaving system, and the six bladed fusion, Gillette has become the best
grooming kits for men who seek fresh feeling.

Gillette believes in quality and channels its resources into new invention for men.
Gillette basically thinks of men and how to improve their grooming state, this has led
Gillette to practice positive cannibalization , where it continue to improve and create
better and more innovative razors from exciting razors. The company launched its five
bladed fusion line in 2006 with a 40% price premium over the previous razor Mach3
which had three bladed offering.

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Question-2: Some of Gillette's spokespeople such as Tiger Woods have run

into controversy after becoming endorsers for the brand. Does this hurt
Gillette's brand equity or marketing message? Explain.
Answer:
Some of Gillettes spokespeople such as Tiger Woods have run into controversy after
becoming endorsers for the brand. This does not hurt Gillettes brand equity or
marketing message in the long run as it uses many different athletic models worldwide.
Gillette has also been very smart about dropping such spokesmen as it did with Tiger
Woods during that controversy so that it ensures the brand will not be hurt. They
focused on other sports figures and men still continued to use their products so it shows
that their brand in itself is already strong even without the important athlete models.
Question-3: Can Gillette ever become as successful at marketing to women?
Why or Why not?
Answer:
I believe Gillette can become as successful at marketing to women because these same
strategies and marketing message can attract women to want to buy these personal care
products for their male significant other. Gillette is great at innovation that they can be
successful at creating great. As Gillette tries to extend its grip on the global grooming
market, a company that built its reputation tackling hirsute masculinity is trying to
conquer the tricky, but rapidly expanding business of understanding what women want.
Women's shaving is Gillette's fastest-growing blades and razors division, and Venus, the
brand it launched for women in 2001, took in more than a half-billion dollars in sales
last year.
To that end, Venus has stepped up customer research, introduced six new female
shaving products in the last four years, and boosted its marketing to women worldwide.
Despite the recent success, women's shaving is one area Gillette does not entirely
dominate - longtime rival Schick makes the best-selling woman's razor, Intuition - and
that has added to the urgency for a company that is not used to being second best.

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Campaign to prevent HIV/AIDS:

In order to create awareness about HIV/AIDS and to send out informative and
persuasive messages to prevent its occurrence, the West Bengal State AIDS Prevention
and Control Society adopted an interactive communication campaign. The campaign
chose a mascot in the form of a cuddly doll with the name Buladi as a symbolic
incarnation of an Indian women, clad in a sari and carrying a traditional Indian jhola
depicting a repository of solutions, even willing to listen to the problems of common
people.

Volkswagen Vento:
Volkswagen created a buzz with an innovative audio ad in print media for its newly
launched sedan in India, the Vento. A battery powered, voice recorded device that
talked about the new Volkswagen Vento was pasted on two English dailies, namely,
The Times of India and The Hindu. When readers turned the newspaper page, suddenly
the newspaper started talking to them, taking them by surprise. This talking ad of
the Volkswagen Vento grabbed consumers attention.

Zoozoos:
Zoozoos were featured in Vodapone television commercials during the second season of
the Indian Premiere League Cricket tournament in 2009. Each day, the same character
the Zoozoos appeared in different situations. This stoked viewers inquisitive about
what the Zoozoos would be doing the next day in the advertisement. These character
were perceived as cute, lovable, and a bit funny on account of their physical appearance.
The success of Zoozoos helped Vodafone connect with the consumers and achieve
significant brand recall.

Bingo Potato Chips:

Bingo Potato Chips used the medium of the Indian Railways public address system at
select railways stations. The company, realizing the opportunity, approached the Indian
Railways and received permission to air their audio advertisement through the Indian
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Railways public address system at select railway stations. Many passengers were
surprised by this announcement. According to company, the campaign was successful as
the sales in these stations increased significantly.

Amul Butter:
The Amul Butter campaign had been one of the most successful campaigns in India
since the appearance of the first ad in 1967 featuring Amul Butters moppet. The
campaign utilizes hoardings at strategic locations as the main communication medium
to comment on current events related to policies, television, etc. The message strategy,
with the Amul Butter girl as a social observer, succeeded in connecting with the target
consumer, thus, enhancing the brand image.

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