redid draft lse 2015 summer mm a2 & a3 group id

7/23/2019 Redid Draft LSE 2015 Summer MM A2 & A3 Group ID

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Marketing ManagementLahore School of Economics

Summer 2015

Section:

Assignment: 2Marketing Mix

Group I:!ran"s:

Su#mitte" to:r$ Irfan !utt

%As &ame

Su#mitte" #':&ames of %eam Mem#ers

Su#mission ate: 0( )ul' 2015


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Segmentation an" *ositioning

1+Develop a tree diagram showing your brands categoryrelationship with broader generic category and other sub-categories. Write your brand names in the appropriatecategory.

2+ Identify major segments in your product category usingExcel table sent to you earlier. Write major competitorbrands and your brands in each segment. ighlightdi!erences in each segment.

(+"rovide a brief pro#le of target mar$ets for your brands andhighlight di!erences from one segment to another.

Target Market for sensodyne is for individuals with sensitive teeths. About 38 % of

adults regularly suffering from painful teeth due to sensitivity, some more freuently

than others. Also, with !hanging diet habits, espe!ially the growing popularity of

sna!k foods and soft drinks, sensitivity is in!reasingly felt by younger age groups as

well.

,+%pecify how mar$eting mix is di!erent for each segment foryour brands.

&onsidering one of the four ps product'for sensodyne rapidrelief only product bene#ts are mentioned without stating thetechnology they use to develop the product while for colgatesensitive pro relief pro argin technology is used to get instant andlong lasting sensitivity relief. (ne of the primary di!erence exists in how sensodyne rapidrelief and &olgate sensitive pro relief advertise themselves.%ensodyne rapid relief considers dental expert who elaborates onthe toothpaste bene#ts and how it is No. 1 dentist recommended brand forsensitive teeth in Pakistanin. While on the other hand, colgate sensitiveadvertisementsare based on product demonstrations in presence of a dental

expert who gets the consumers feedbac$ after ma$ing them usethe product sample' later on followed by the dental expertsopinion.)lso' both of these brands di!er on how they are placed onshelves. In few stores' sensodyne rapid relief including othercategories is placed on #rst rac$ followed by colgate pro relief andother categories' while in other stores colgate pro relief is placedin the #rst rac$ followed by sensitive rapid relief and othercategories.*price+


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5+What is the positioning strategy of your brand,a+ )ttribute *feature+b+ )ttribute *function+c+ )ttribute *bene#t+d+ &ompetitorse+ se or )pplication

f+ "rice'g+ ualityh+ "roduct seri+ "roduct &ategoryj+ &ultural %ymbol$+ )ny other positioning strategy' not mentioned above.

Senso"'ne rapi" relief : Attri#ute -#ene.t+

"rovide at least #ve print ads to justify your chosen positioning strategy.

*/%

"#$&'T '(A))*+*'AT*$-

/ 'onsumer 0oods(Specify what type of consumer good your brand is

i/ 'onvenien!e 0oods

ii Shopping !oodsiii Specialty !oods

iv "nsought !oods

3/ *ndustrial12usiness 0oods(Specify what type of business good your brand isi/ #aw Materials

ii #abricating $aterials and Parts

iii %nstallations

iv &ccessory 'uipmentv )perating Supplies and Services

*/% LI3E 4LE *specify the stage of product life cycle of your brand+1 %ntroduction Stage

* !rowth Stage

3/ Maturity )tage

+ ecline Stage

*/% 3EA%/ES */a$e a listing of brand features and identifydeterminant attributes+*/% MI *%pecify major product categories 0 brands made by parentcompany+Product Categories ( Toothpastes,toothbrushes,mouthwashes,kids products,speciality products,prescription only

products)

Brands (Colgate,Palmolive,express power,bonus tristar, bonus active, brite ,softlan and lemon max)


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*/% LI&E *1ist all product variations in you chosen brands+%ensodyne 2ast-acting 3elief (Sensodyne-epair Protect, Sensodyne -apid -elief,sensodyne original

Sensodyne daily care (sensodyne fresh gel toothpaste, sensodyne fluoride toothpaste, sensodynemulticare toothpaste

)riginal protection (Sensodyne original toothpaste

/olgate sensitive (/olgate sensitive pro relief, /olgate sensitive multi protection, /olgate

sensitive original/olgate ma0imum cavity protection, /olgate $a0 fresh, /olgate erbal, /olgate $iswak,

Sparkle Strong 2*, /olgate advanced white, /olgate 3otal

*A6AGI&G *"rovide pictures of variations in pac$aging and highlight major

di!erences+

LA!ELI&G *"rovide details and pictures of various labels+

*/IE

Actual prices #' each S6 :olgate sensiti7e pro8relief :(0g9 /s$555 g 9/s$;0110 g 9 /s$1,0Senso"'ne rapi" relief :,0g9110


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print me"ia! *ne=spapers an" maga>ines+? #roa"cast me"ia *

tele7ision?ra"io+' net=ork me"ia

! *ca#le t7+' electronic me"ia

! * @e# page+

"ispla' me"ia! *#ill#oar"s+

5+ Sales *romotion onsumer *romotions: )s such for both sensodyne rapid relief

and colgate sensitive pro-relief there are no discounts on singleproduct.sually the discounts are for bundle o!ers.

%ra"e *romotions: In terms of price discounts for either' volume ofsales generated or 6uantity of product purchased. 7he large

wholesalers and retailers have the leverage to attain economies ofscales as when they purchase in bul$ the per unit price for thetoothpaste decreases. )lso' both the companies o!er tradepromotions in terms of price discounts when the wholesaler or theretailer generates the expected volume of sales demanded by 8%9or colgate "almolive.

:+ Experiences : 2or sensodyne rapid relief and colgate sensitive pro-relief'the only experience they promote is through television

commercials where the dentist demonstrates the product oncustomers.(ther experiences provided include sales-personsrepresenting their brands who detail out bene#ts which impact buyingbehavior.

ommunication Eecti7eness *Is brand communication' ads' e!ective.;ustify your answer< se = ads chosen for communication objectives+

4es,definitely,the brand communication ads are effective.#or sensodyne rapid relief

!S5 clearly informs that it is a 6clinically proven relief that works in 78

seconds9.&lso,they mention,sensodyne rapid relief creates a protective seal on thesurface of the dentine and in the channels to block the pain.#urthermoore,they

address uestions like: What is tooth sensitivity and what does it trigger;ow

common is sensitivity;What do people do to avoid or get rid of this condition;&nd

lastlty what is the solution for sensitive teeth; !Sk address these uestions to

educate and inform consumers on sensitivity and that sensodyne rapid relief is the

best solution to overcome the problem.


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ommunication #Becti7es *What are major objectives of communication,"rovide examples of = ads+

! *nform+or sensodyne rapid relief,the dentist who a!tually is the produ!t endorser informs why!ustomers fa!e sensitivity issues eating i!e4!reams,having fi55y drinks,or having warm drinks/

.Also pi!torially they e6hibit gums and how sensodyne rapid relief rea!hes the gum roots and !ure

the pain !aused by sensitivity./


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! %nform : #or /olgate sensitive pro relief the advertising shows how people get ui!k relief onusing the toothpaste and how it redu!es the pain by showing its demo on oral nerves pi!torially.

/olgate sensitive pro reliefta!kles the root !ause of sensitivity by pro4argin formula whi!h


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works on sensitive areas of the teeth whi!h seals and repairs them for instant and lasting relief by

massaging a small uantity on the sensitive tooth for one minute. 'olgate "almolive for !olgate

sensitive pro relief addresses uestions like - 7here does tooth pain !ome from 9ow does 'olgate

sensitive pro4relief toothpaste work (ike sensodyne, !olgate is also trying to edu!ate and inform

its !ustomers on sensitivity problems and how !olgate sensitive pro4relief is a solution to the

sensitivity problem.+urther4more !olgate palmolive !laims to have the state of the art te!hnology

pro4argin used in !olgate sensitive pro4relief whi!h no other brand has.


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*ush Strateg' 7s$ *ull Strateg' *;ustify which strategy is used by yourbrands+

2or %ensodyne sensitive rapid relief 8%9 uses pull strategy." pullstrategy re#uires a highly visible brand which sensodyne rapid relief has becomeover time$"ull strategy involves"dvertising and mass media promotion,%ordof mouth referrals,Customer relationship management,&ales promotions anddiscounts etc$'sk is involved in all these kind of activities$ "s far as colgativePalmolive is concerned,at first for colgate sensitive prorelief went for pushstrategy in order to negotiate with retailers to stock the toothpaste, instorepromotion by trained sales forces and awaring the retailers about their efficientsupply chain system for ontime supply$ ater on it adapted pull strategy as it wasa new product for already renowned company and it had massive resources touse heavy advertisement,sales promotions and other advertisement tools$


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*LAE

Type of #elationship

1 /ontractual


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redid draft lse 2015 summer mm a2 & a3 group id

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