Agenda
         Administrative stuff, presentations and exam.
         Integrating the marketing mix…McDowells Vintage
         Course Wrap up 
         Questions, Evaluations
    Ganesh Iyer
                                                                                              2
                                   Presentations
         Remember presentation format handout.
         Please email to presentations to Houman by say 2.00 pm on the 
               th
            10  Thursday.  Please name your powerpoint file as Group #.ppt
         modarres@gmail.com
         I am hoping that each group finishes in approx 8-9 mins. which 
            will help entertain 1-2 questions or comments from the class.
    Ganesh Iyer
                                                                                              3
                                          Exam
         Second help session Saturday December 5th, 10.30 am to 12 
            noon.
             » “Ask Iyer” any question on the course materials
         Third help session Saturday 10.30 to 12 noon December 12th 
             » Solution to sample exam. 
         Final will be easy, but… 
         Any questions 
    Ganesh Iyer
                                                                                              4
                         Iyer’s Framework for Marketing Analysis
          First mover advantages                       Company Analysis                            Perceptual mapping
                                                       Marketing Myopia
                   Competitor                                                                         Customer Analysis
                     Analysis
                                        Positioning                           Segmentation 
                                                Marketing Strategy                                  Marketing Orientation
                                                                               Branding
                                                               Product         Intel Inside
                                  Pricing process (ODI)
                                  Pricing and innovation         Price
            Non Traditional advertising and promotions        Promotion         Traditional Advertising Planning Process
                             BMW Z3                             Place
                                     Direct marketing                          Going to market
                                     Calyx and Corolla                         Goodyear
                                                              Market
     Ganesh Iyer
                                                                                                                                       5
                               1. Consumer Analysis 
                                Demographic Profile
         India’s GDP per-capita PPP was < $1500 p.a. in 1996…($2800 in 
            2008).
             » Approximately 5 mn. upper-upper class, many of then “nouveau riche” with 
                per capita of > $100,000 p.a.
             » Adopting the life styles of the old money group is an aspiration for the 
                nouveau riche.
         A growing middle class - 200MM ($4000 p.a. in 1996), but in 2006 
            about 300MM with over $8000 p.a. 
         Adoption of  Western lifestyles is an established trend among the 
            middle and upper-middle classes, particularly in big cities such as 
            Mumbai and Delhi.
    Ganesh Iyer
                                                                                               6