Q1: How do companies grow both their brand and their business?

A: A brand is the identity of a specific product, service, or business Brand should be

integrated with companys corporate and business strategies. When we talk about growth of brand and business companies first have to develop a business model (business model describes the rationale of how an organization creates, delivers, and captures value. The process of business model design is part of business strategy.) and then look out the needs of brand in companys business strategy. Branding strategy should involve in organization business model from corporate to its functional level. Companies need to balance branding activities with their business activities and this can be done when you will integrate all efforts related to all functions of the company and there will be crossfunctional integration. Branding demands resources and because resources are often limited they have to be planned for and utilized effectively and that can only be achieved through a carefully articulated business model. So first we create a strong business model then insert the needs of brand because successful companies like P&G and DELL builds very strong brands around their business model.

Q 2: Being a marketing manager (at strategic level) what does it take to build a strong sustainable brand? A: A brand is the perception of value that a customer believes they receive in purchasing
a particular product, service or experience from a particular organization. Sustainability has taken a hold in corporations around the world. Businesses are moving forward with initiatives to save energy, be more efficient, hold supply chains accountable, and more. Following are some ways by which marketing manager (at strategic level) can build a strong sustainable brand. 1: Identify your customers: The purpose of a business is to create a customer." In order to create a great brand, you need to know whom you want as customers.

For some companies, McDonald's and Coca-Cola come to mind, every human being represents a potential customer. 2: Clarify what is important to these customers : Since a brand is based on perceived value and the only perception that matters is the customer's and the potential customer's, then the starting point is to find out what is of value to these people. Study this audience. Find out what turns them on and what turns them off. The easiest and most effective way to find out what customers want is to ask them. Don't survey them. Just go right up to them and ask them. 3: Identify target market: You have to identify target market for customers. If you fail to chose the proper target market then your product will lose sales instead you will face a great loss.

4: Positioning Leadership: For a brand to be sustainable, you need to establish

credibility in the marketthough sales momentum and through the third-party endorsement of people whos opinions carry weight (the market influencers).

5: Innovation: (Don't try to be all things to all people) Then, within the boundary of the
highest priority customer outcomes, innovate as much as possible. Constantly search for ways to deliver better results in the areas that mean the most to customers. Southwest Airlines is always looking for ways to make their no frills, cheap flights more enjoyable. Disney constantly searches for new ways to deliver quality family entertainment. Innovation is the process of identifying ways to add more value to your customers. In order to build a powerful brand, the key is to stay focused on innovating within this narrow focus of high priority outcomes. 6: MARKET TO RESONATE: The key to branding is reminding the customer of what you want them to remember about your brand Make sure that every interaction with a customer or potential customer reiterates what your brand is about. For example, my brand, The Coughlin Company, represents "enhancing the effectiveness of top performing executives, groups and organizations." A little long perhaps, but the key

phrase is "enhancing effectiveness." In other words, working with people to achieve better results in their highest priority outcomes 7: Brand is a promise so you have to well keep it. Communicate this promise to whole organization. 8: For sustainable brand, your brand should be integrated with business model and companys overall corporate and business strategies. 9: Your brand should have unique edge to competition that is difficult to duplicate and should have unique wrapping and packaging. 10: Your brand must begin and continue to be credible, competitive, relevant to customer needs and interests. (Stay tuned with market conditions and consumer preferences). From all above strategies and tactics marketing manager (at strategic level) can build a strong sustainable brand.

Q 3: Oil manufacturers in Pakistan have always maintained that housewives (who make the buying decisions) are extremely loyal to their oil or ghee brand. If that is true, why should manufacturers worry about losing customers because of a price increase? A: As main aim or goal of oil and ghee sector is to generate high volume of profits with
little cost incurred as expense. Advertisement of oil and ghee sector is basically to retain volumes and to increase their share in the market. Manufacturers are worry about losing customers because of increase in oil prices because there is general perception and thinking of consumers that there is no such real difference in quality among the various brand that are sold in market at different rates. So they have fear of shifting consumers towards low price and quality brands. Low price brands are formulating strategies to change the perception of consumers and putting an effort to capture them. They use different trade incentives and lower prices in order to motivate consumers towards their product. Those who are already facing with ascending level of inflation are looking for

cheaper and in expensive alternatives. For countering price threat, every company has begun to introduce their produce in poly pack stock keeping unit, which is sold in bulk at discounted rate.

Q 4: What type of marketing mix would you prefer for your product in a stage of maturity? A: Market Mix for Maturity Stage:
Product: features may be enhanced to differentiate the product from that of competitors. Increase the supplemental products. Price: competitive pricing or promotional pricing is used & there are a lot of price wars Place: extensive product availability; retain shelf space. Phase out unprofitable outlets or channels. Promotion: emphasizes product differentiation. A lot of persuasive advertising is done. Many different approaches are used as appropriate to the product. Sales promotion tools like premiums, discounts, coupons, cash rebates, "free" goods, specialty advertising, and demonstrations are used to encourage brand switching. You keep your brand/product fresh.

Marketing mix Considerations for maturity stage: A product may be rejuvenated through a change in the packaging, new models or aesthetic changes. Advertising focuses on differentiating a brand, sales promotion aimed at customer (PULL) and reseller (PUSH). Move to more intense distribution Price dealing/cutting or meeting competition.

Provides company with a large, loyal group of stable customers. Generally cash cows that can support other products.

Strategies during maturity include:

Modification of product...use line extensions Reposition Product

Q 5: Justify your strategies. / Why you adopt these strategies?

A: MATURITY STAGE:
Many competitors characterize the maturity stage. With the large number of firms producing products, the competition for customers becomes quite intense, and profits decline. The strategy for firms during the maturity stage becomes one of survival, as many competitors will eventually withdraw from the market. With many companies offering several models of the product, the number of products on the market becomes tremendous. The original company must continue differentiating their models so that the market is aware of the differences in the company's products and the competitors' products. The customers are going to ask why they should buy a particular company's product; just because the product was the first on the market is not going to persuade the customers to continue buying the product. Quality, styling, and product features are a few of the means of differentiating the product from the competition. During the maturity stage, the need to inform the public has long since passed. Now, the promotion strategy focus is on continuing the persuasion tactics started during the growth stage. The purpose of persuasion is to position the product to the market, which involves creating an image for a product. The image should not be an advertiser's creation, but based on the reality of the product. The differentiation methods of quality, styling, and features are excellent means of positioning a product. For example, a Chevrolet Corvette and Porsche Boxster are both sports cars, but consumers see the different positions of the cars. The company

differentiates its products and uses promotion to create the different position image. Each company hopes that its position is preferred by the consumers. With the intense competition, management keeps the price of the product to its lowest possible level. For example, the competition for entry-level personal computers has now shifted to offering the lowest price. All of the companies in a mature market must now watch costs carefully. Every aspect from development through production through marketing is designed to offer the lowest cost possible. A cost and a price advantage over competitors in this stage are significant competitive advantages. Consumers are aware of prices and will reward the company with the lower price, all else being equal. The firm that does not have a significant cost advantage risks losing customers and going out of business. The absence of a company's product in a particular location may result in lost sales during the maturity period. Widespread distribution is essential. If the company's product is not in a particular location, one or more of the competitors' products are likely to be there. The firm cannot risk losing sales simply because their products were not available

Maturity (of Zebest an example): The maturity stage is a crucial stage and requires comprehensive strategies to sustain the profit from a certain product. Following strategies are adopted by ZeBest in the maturity stage. Product modification The company offers variants in the Jeans, T-shirts and Sports wears by offering different sizes, colors, shapes. For example in the case of sports wear, the company earlier on was offering cricket apparels in white color but now it has introduced black & white cricket apparels.

Marketing Mix Modification

As mentioned earlier the company introduces new variants in the product P. In the P of price, the company offers off season sales, Psychological prices etc. The companys placement is made dynamic by building good relations with distributors. The P of promotion is given a great importance and the company aspires to make its advertising dynamic by Buzz marketing, FM Radio, Website etc
MATURITY
**MARKETING EFFORTS A. EARLY MATURITY -Emphasize Market Segmentation -Improve Service and Warranty -Reduce Prices B. LATE MATURITY -ultimate in market segmentation -competitive pricing -retain distribution

Q6: Why there is a need to increase the Degrees of marketing to 360 especially in FMCGs market? A: Fast Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) are
products that are sold quickly at relatively low cost. Examples include goods such as soft drinks, toiletries, grocery items alcohol, cigarettes, soap, shampoos, toothpaste etc. They require effective quality features, cost, and delivery, packaging and quick access to consumers. In the FMCG (fast moving consumer goods) sector, brands represent the company, and surveys show that consumers build loyalty towards FMCG productsso, it is a critical part to be involved in the creation of the brand and the message conveyed in the advertisement. S0 FMCG need 360 degree marketing on an effective media like T.V,

internet. Because this 360 degree marketing reminds customers of the brand. You can use promotion techniques and BTL techniques to motivate customer toward product done by 360. You can use different Models and celebrities to promote your FMCG because it usually attracts customers towards your product and it can change the customer perception towards your product. You can use unique tag line and with combination of different colors for your consumer good to differentiate your good from others. When you increase marketing through 360 degree then it repeatedly influence the consumer perception and as a result they got inspire and purchase your product. So 360 degree marketing boost up your sales, increase your revenue and profit for Fast moving consumer goods.

Q 7 : How Olpers or any of your choice have increased their degrees of marketing to 360 / how they do 360 marketing. A:
Coca-Cola: Mobile integral to 360-degree marketing strategy

The Coca-Cola Co. has launched an application to promote its Sprite brand, emphasizing that mobile has become an integral part of its 360-degree marketing strategy. Sprite has teamed with Zooz Mobile Inc., developers of a mobile music studio application, to launch Zoozbeat Sprite, the first iPhone application to be offered through Sprites ongoing Under the Cap promotion. When consumers enter Sprite cap codes via text message, they receive mobile rewards, including the new Sprite-branded, musicfocused Zoozbeat application. Since the Sprite brand is focused on youth, we want to focus on mobile in particular. If youre not taking that 360-degree approach today, then youre not marketing effectively. Coca-Cola will run mobile advertising across the mobile Web sites and within other iPhone applications to promote Zoozbeat Sprite. For this campaign, Coca-Cola is primarily working with mobile ad network Millennial Media. Consumers participating in the program can opt in to receive SMS alerts and

other messages from Sprite. The Under the Cap program is promoted on packaging for the Sprite brand, encouraging consumers to text in to receive various rewards.

Clear Shampoo (Marketing through 360 degree approach )

Clear stands for confidence. It accentuates a personality that is distinct, charming and competitive. Clear is a brand OF SUBSTANCE & TECHNOLOGICAL SUPERIORITY that also has STYLE & SOUL a character & personality. Clear campaigns have focused on enlightening the consumer about its functional advantages, while emotionally capturing its viewers through famous brand ambassadors like Atif Aslam, Aminah Haq, Fawwad & Aminah Sheikh, Cristiano Ronaldo and now Shahid Kapoor! This has led Clear to grow over the past three years despite competition from well-established antidandruff shampoo brands in the market. They are using Models and celebrities in their ads to promote their product that influence the consumers perception a lot. Also they have put forward the campaign through a strong BTL presence.

Q 8: 360 degree marketing must be brand specific. Justify the statement?

A: 360 degree marketing should be brand specific. That focuses on brand and use brand
to motivate the customer. Certain brands responds well to a 360 campaign on various media, while other brands are more aligned towards a particular medium. 360 degree campaign should not be forced onto a brand rather it should be a natural extension of the central brand premise. Today to survive, compete and succeed every brand must capture the consumers imagination and let her see, hear and experience the brand in the most memorable and persuasive manner. Creative Block Busting 360 helps brand marketing teams unearth powerful ideas that deliver results. 360 degree marketing has the ability to communicate the message well to customers and several aspects of the message through media he interact with. You should choose the efficient media to communicate your

message. And your message should be unique that attract customers. Your tag line should be unique, the font, design, color of your brand the packaging all should be unique and different from your competitors. So that they cant copy it and you have unique edge to compete. You can use BTL activities to promote your brand well. Through 360 degree marketing consumers being constantly reminded of your brand. So your message should be relevant, focused and clear that can effect the consumers mind and they change their perception and move towards your brand quickly.

Q9: Explain the logic of pursuing a market-driven strategy? A: The basic theme of logic of market driven strategy is that the customers and the
market that form the market should be the initial point in business strategy formulation. Understanding of the customers that what they want? What they do? And that of market needs and demands. Like we can take example of Procter and Gamble. P&G uses market driven strategy to create best customer value by coordination and integration of several activities and different processes that impact customer value. When we get knowledge and understanding of market and how it will change in future then it gives us the foundation for designing market driven strategies. Organizations market orientation helps management to identify customers whose value requirements provide the best match with the organizations distinctive capabilities. Successful market driven strategy design and implementation should lead to superior performance for an organization. Market driven strategy needs to be linked to the organizations unique competitive strategy. You should first determine your distinctive capabilities that either you have skills to produce desire customer value. When there will be best fit and match between distinctive capabilities and customer value requirement then it will lead to superior performance (market orientation). Development of Market driven strategy is not a short term endeavor, market driven strategy is for long term orientation. Singapore Airlines: Singapore Airlines manage well the function of its commercial air transportation, and it is known as the leader in the industry of customer service delivery.

Rubber maid: At the beginning this company was not successful in competing in market of kitchenware product. However, after conducting development of new product every year, this company extraordinarily successful. Wall-Mart: It is retail that really on the value-priced product and conform/ease of location. However, by having efficient and responsive distribution system, Wall-Mart can compete in this retail business convincingly. All successful companies above possess distinctive capabilities that made those companies capable to compete in the new market, provide significant value to the customers, and create market-entry barriers for their potential competitors.

10: Describe the relationship between customer value and a companys distinctive capabilities? A: Distinctive capabilities are skills and knowledge of particular organization that
distinguish them from their competitors. Value is basically totality or sum of all benefits and customer value is getting benefit more than its expense. There is a strong relationship between customer value and companys distinctive capabilities. If the company has unique skills, that are difficult to duplicate and that have broader scope then that company will produce best customer value that will meet all requirements that customers want .This will lead to superior performance. There must be perfect match and fit between value and distinctive capabilities. Market Oriented firm uses its marketing sensing processes (information acquiring), cross-functional integration, diagnosis and action to identify and take benefit of superior customer value. Management must determine where and how it can offer superior value, directing these capabilities to customer groups that result in capability-value match.