Marketing Questions

What is Umbrella Marketing? Name 3 Products of HLL which comes under Umbrella Marketing??

Umbrella branding refers to branding of products, services or ideas under the mother brand name. Mostly when the mother brand is very successful then the company extends this name to other new product lines and may be to the entire product mix.
Eg. Reliance had named many of its products upon its mother brand name of Reliance. Reliance energy, reliance poly-fibers, Reliance telecom etc..
Eg. Harley Davidson launching a range of apparels and accessories.

But this strategy is not always successful coz the stakes are high when u r using a successful brand name to promote a new product in the market. And once such a condition comes the superb mother brand suffers a lot bcoz of the new product failure.
Taking the same example as above....Harley Davidson though succeeded in positioning its apparels n accessories, but it failed when it used its good old brand name for a range of perfumes.
Eg: AMUL fearing this kind of failure launched its pizza chain in the name of "Snow-Cap Pizza".





Tranfer pricing
Company sets a Transfer Price (the price it charges another unit in the company- SBU) for goods that it ships to its foreign subsidiaries. If the company charges too high a pric to a subsidiary, it may end up paying high tariff rates although it may pay lower income taxes in the foreign country .. If the country charges too low a transfer price,, than it can be charged with DUMPING as per anti-dumping laws..




Pull strategy is applied when the product or the brand has a unique selling proposition and has a clear competitive advantage over its competitors. In such situations the demand is created and the market itself pulls the product and drives it.
Under this strategy the firm concentrates mostly on distribution, supply chain, awareness is grown. Other aspects of marketing take the back foot except the specific competitive advantage.
Eg. iPod
Push strategy is used normally when product or service or brand is not that attractive to create its own demand. In such cases to attain profitability the firm pushes the product into the market so that its use and consumption can be increased ...in due course of time the specific product may create its demand. Company focuses on increasing sales and use anyhow.
Eg. Insurance




SBU is one business of a large conglomerate...

Conglomerates usually have a lot of diff businesses... each of these is called n SBU..

like reliance industries is a conglomerate

and each of its businesses... reliance petro, Reliance comm, Reliance reail..... are alll its SBU's





Demarketing
it is a process done to reduce the demand of a particular product that is available in scarce.ex:water
it can also be done for the welafare of the public.ex:alcohol





The Seven-Ss is a framework for analyzing organizations and their effectiveness. It looks at the seven key elements that make the organizations successful, or not: strategy; structure; systems; style; skills; staff; and shared values.





Ambush Marketing
Ambush amrketing is commonly an unauthorised association by businesses of their names, brands, products or services with a sports eveent or competition through any one or more of a wide range of marketing activities. "Unauthorised" in the sense that the controller of the commercial rights in such events, usually the governing body, has neither sanctioned nor licensed the association itself or through its commercial agents.
Example-

the 1996 cricket World Cup held in the sub-continent. Though Coca-Cola was the `official' sponsor of the event, Pepsi stole the limelight with its `Nothing official about it' tagline. The instance perhaps marks the most famous example of `ambush marketing' (a marketing tactic which gained prominence globally in the Eighties) in India.





Viral Marketing
viral marketing has been referred to as "word-of-mouth,"

Viral marketing describes any strategy that encourages individuals to pass on message to others



Assortment in Retailing?

An Assortment is a retailer's selection of merchandise. Includes both the depth and breadth of products carried.

Also Known As: Merchandise Assortment, Product Assortment

Product Depth-the number of styles or brands and variety within a product line or classification of merchandise



POP - Point of Purchase
Point-of-purchase displays, or POP displays, are marketing materials or advertising placed next to the merchandise it is promoting. These items are generally located at the checkout area or other location where the purchase decision is made. For example, The checkout counters of many convenience stores are cluttered with cigarette and candy POP displays.






Marketing & Sales
in simple words marketing is wen u first understand the need of market &then the product is produced/designed,where in sales the product is already produced nd u have to sell it.
sales is the part of marketing.




Surrogate Mktg
Surrogate Mktg refers to mktg of those products whose advertisement is banned.
Then companies does indirect mktg of such products.
For eg. Alcohol Ads r banned so companies advertise sodas.




GMROF, GMROI, GMROL
GMROF, GMROI and GMROL refers to Gross margin Return on Footage, Inventory and Labour respectively. Actually these r measures to quantify profitability as their name suggests.


"Marketing is creating a product to match the needs of your identified consumer/customer segment, making it available at the Point of Purchase and Promoting it to be sold keeping the Profit margin in view"


New ( 5 P’s ) :: People /Process /Positioning / Pulse of Customer & Employees/Parking !


Ace marketing
Ace marketing refers to "Adaptability, Cooperation And Efficiency" in marketing i.e. in simpler words integrating all units or stages that relates to Mktg and thereby enhancing profitability.
Shokeles ads r those which appears over the requested web page for few seconds thn gets steady there aftr..
For eg. While browsing yahoomail "Shadi.com or some other promotional material pops up n covers half page for a instance n thn again u can keep on doing wat u requested."
I heard some good story behind y its called Shokeles bt forgot plz share if anyone knows..



SPANCOP is for Sales - so if u have a product in your hand to sell follow the steps

S=Suspect who can buy this
P=Prospect the chances and needs for which he may buy the product
A=Approach the prospect with the USPs of your Product
N=Negotiate the deal for the product if customer shows interest
C=Close the deal as negotiated
O=Order. Get the order in writing
P=Payment follow up.


Customer and Consumer
Customer - to whom you make your first sale. In short he is the one to buy the product, whether he uses it ornot is immaterial.

Consumer - He is the one who uses your product, but doesnt mean that he has bought it.



There are three types of Distribution

1. Extensive Distribution - When a company wants its products to be supllied mass & sundry. It would draw a complete hierarchy of distributors,Stockists,resellers & retailers who make sure that no one who demands for the products returns empty hand. Example - HUL,pepsi and Coca-cola.
2. Selective Distribution - When a company adopts only a select few distributors or resellers to operate between then and the company who want to save on the cost of distributor or to make sure that they retain a premium image with the brand . Example- Levis
3. Exclusive Distribution -When the company has distribution who sell only that company's products. Example- In the showroom of Maruti we never find car of Tata.