mblers). New brands are also entering the market. Aquapen, a pocket sized water purifier was launched in 1997 at a cost of Rs. 594. The product works on a 6V battery and has a LED indicator which flashes every five seconds to indicate the product is operational. The purification process lasts for about 50 seconds. A battery lasts for about 5000 glasses. The company planned to retail the product at around 50,000 outlets and had planned an advertising budget of Rs. 5 crores.Taking into account, the other brands in this market, formulate a detailed marketing plan for Aquapen addressing the following issues: a)Specify the target segment you would select for Aquapen. b)What will be its positioning? c)Identify the media strategy to reach out to the target segments. d)Comment on the distribution strategy.Section
C1. Which of the following statements is correct?Marketing is the term used to refer only to the sales function within a firmMarketing managers usually don't get involved in production or distribution decisionsMarketing is an activity that considers only the needs of the organization, not the needs of society as a wholeMarketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large2. The term marketing refers to:New product concepts and improvementsAdvertising and promotion activitiesA philosophy that stresses customer value and satisfactionPlanning sales campaigns3. A marketing philosophy summarized by the phrase "a good product will sell itself" is characteristic of the_________ period.ProductionSalesMarketingRelationship4. In the relationship marketing firms focus on__________ relationships with____ ______.Short term; customers and suppliersLong term; customers and suppliersShort term; customersLong term; customers5. The Coca Cola organization is an official sponsor of the Olympics. The firm i
a)Product Positioning b)Brandingc)CRMd)Internet marketingCASE STUDYMarket Segmentation—Man’s FairnessThe male fairness segment industry is pitched at around Rs. 250 crore and the industry isgrowing at a scorching 150 percent per year. The industry evidently has woken up to the fact thatthe metro-sexual and has a large appetite for beauty (the industry expression is "male grooming")products, particularly driven by a desire to look as fair as the fairer SEX. ABC Company recently launched 'GROOM PLUS' the first men's fairness cream and claims thatthe market feedback is highly positive and encouraging. It is now planning an extension of"GROOM PLUS" to products Iike bleaches, shaving creams, Lotions etc. Hitherto men usedfairness cream /bleach that were available in parlour packs. Subsequent research showed thatmen prefer bleach of their own with its own fragrance and specific skin type formulations,especially branded ones.