Marketing to win : designs and campaigns to achieve market dominance

Cover Marketing to WIN Copyright Contents List of Maps and Tables Preface Acknowledgements Found Fit for ITC Twenty-Two Functional Aspects of Itc’s Marketing Wing Induction in Madras Introduction to Distribution and Prices Salient Features Tackling Distribution Backspins in Calcutta Rajakatra—The Den of Super Wholesalers Alliances Yield Results Managing Calcutta Market Distribution Plan of Calcutta Salient Features References Reviving Red Lamp in the North Task Force Campaign Three Lessons for Selling in Hill-Markets The Position of Red Lamp Enfeebling Competitive Brands New Unwritten Marketing Rules Opposites Follow Each Other Salient Features Referencesa Building Your Competitive Resources Map 5.1 Godown Points in Rajasthan Surfacing Our Desperate Position Presentation of the Revival Plan Execution of the Plan Salient Features References Live or Die Quick Burial of a Stillborn Brand Revving Up Our Business to Deliver Distribution Plan of Delhi Salient Features Make the Sun Shine for Hay Unravel Crisis of Under-Supplied Markets Funds Shortage Delimiting Demand The New Ordering and Funding System Extended Stewardship of the Kanpur Branch Organizing Thoughts to Achieve Market Dominance Presentation of the Plan Successful Execution of the Plan Climbing to the Top of the Laddera Showering of Compliments Salient Features References Annexure A Annexure B Annexure C Annexure D Power Broom Sweeps Clean Reminiscing Nine Main Success Factors The Power of Convergence Prices Juggernautish Operation to Pre-Empt Competition Robbery at Midnight Defended Googly from the Marketing Director Multi-Application of the Mind Salient Features References Unlocking Product Development The Set-Up of Marketing Department Five Steps to Restore Relationships Product Development Structure Capture Fleeting Thoughts Memorandum on Cigarette Industry Salient Features References Stopping Enemy Fire Six Planning Factors Two Balancing Moves The Magic of the Quality of Life Salient Features Saving the Titanic The Scissors Campaign Task Forces in Kerala Rebuilding the Gold Flake Family Reinforcing the Berkeley Family Group of Brands for Market Dominance Restructuring of ITC Salient Features References New Job as a Marketing Manager Reorganizing the Marketing Department Advertising Presentations Restructuring Branches into Pure Selling Units Running a Marketing Course as a Lab Salient Features The Top of the Marketing Hill Feelings at the Slippery Peak Twenty-Four Expectations from the Marketing Head Re-Energizing the top Field-Structure Founding the Core Marketing Team Develop a powerful marketing team Build a core team to help and guide in major marketing decisions Ensure a mix of volumes and prices to provide a minimumcontribution of 30 per cent in totality. Salient Features References Crashing the Top Echelon Promotion to Chairman, ITD Paradigmatic Change in Excise Duty Tapping Information on Daily Basis Revolutionary Proposal to Solve the Excise Exponential problem Hold volume at the minimum level to keep factories churning, inspite of excise increases, price hikes and competitive attacks. Achieve 55 per cent market share. The Launch of four Spin-off Brands The launch of ‘now’ The launch of ‘classic’ Distinguishing ‘wills filter’ Keeping Vigilance on a Fading Competitor Obtain commanding shares in all the regions Moderate roller-coasting effect of annual escalation in excise dutieson sales Foster an attitude of innovation among the members of themarketing team Defending our price line Transform our sales organization into a powerful swift- moving juggernaut Refresh our dealings with the trade Establish total dominance Temper total dominance Raise barriers to the entry of foreign competitors Install a specialized back-up service group in the head office Build a competitive intelligence network Re-look at the process of deve loping new brands, as a tool to manage the future, besides fulfilling the present needs Inculcate the habit of thinking strategically and implementing the decisions Powerful market presence Vigilant watch on socio-economic environment Helping government in promoting family planning Flexible pricing for manoeuvre Reassemble value-shares in proportion to effort The episode in Sikkim New venture in Nepal The annual pricing-cum-planning exercise Salient Features References The Goose that Never Laid Golden Eggs Three Basic Systems for a New Venture Solving Crisis at Garden Estate Renovation and Modernization of Hotels Crisis in My Pet Project A Chance Entry in Media Salient Features Adventures in Media Familiarizing with the Times of India Group Unravelling responsibilities of directors Realigning Ad space rates to the market’s willingness to pay Identifying discrete value-chain activities and converting them to profit centres Introducing a brand management structure Launching the supplement named Brand Equity Queues outside the zoo Invention of the ‘Invitation’ Price Concept The economic times invitation price: differential Pricing with a difference Background Market Opportunity Objectives Concept of invitation pricing Criteria for IP Strategy Internal External Demolishing the intruder Targeted readers The look Differentiation Defending Quasi Monopoly Analysis of the Delhi market of English Newspapers Unfolding the Delhi Scene Supra-distribution manoeuvres Creating a Din Jump Out of the ‘Economy’ Box Change of Role Salient Features References Unlocking Latent Energy My First Consulting Job State of Affairs At Vst Setting clear objectives Providing the last link in the distribution chain Revitalizing brand management group Catch the trend for ‘minis' Launching ‘Charms Gold’ Salient Features Helping Decision-Makers in the India Today Group Success of the India Today Magazine Omissions to Stay With Time and Building Barriers A Competitor Walks in with the Advantages of Weekly Publication India to day Changes to a Weekly Magazine Salient Features Run with the Times: Once Again Introducing the ‘Company Within Company’ Concept Share the Ceo’s Responsibilities A Suggestion for a New Model Newspaper Disseminating Knowledge of Brand Development Salient Features Stymiedat the Indian Express State of Affairs Re-Modelling and Extending the Lok Satta Checklist to Analyse Print Media Brands Adding Value to the Indian Express Parting Company Salient Features References Bibliography Marketing Branding Leadership Change Trends Thinking Management Index