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LittLe ThumpersPropagating Value

ByJaaziel Charishma Ragland. S

I MBATSM – Mdu 5

Who is the target consumer? A group undergoing a sea change A global people with Indian perspective –

Truly Glocal The Modern Indian (the today’s and

hopefully tomorrow’s consumer from the case!!!) – this says a lot Frugal in spending Advertisement sensitive (cricket) Kirana stores – still a favorite Brands – have a long way to reach the remote

consumer – time is the byword

Consumer Behaviour – An Indian Perspective

Will they ever change???

Ans: yes they are changing

But it is a slow process having barely perceptible growth

The Product – Speaker(s)A brown consumer durable product

The bundle of benefits from AVAL

Core competency of the Industry – shorter journey time of product from a concept to the market

Core Competency of Little Thumpers ( The ‘little’ Firm) – Intricate design, the outcome of which intoxicates the consumer ( In detail later)

Why Speaker??? Core competency Technologically competent Market savvy Seasoned marketing team Pucca distribution system The only felt downside rectified (i.e., insight

into consumer Behaviour

What kind of product the speaker is? A manufacturer brand An augmented product (competition

management) that aims at becoming the potential product

A product that meets The stated needs of the consumer The real needs of the consumer The secret needs of the consumer

Speaker… Shape/Size

Compact No of speakers depending on segment No of speakers may vary as per order (gift

speakers, speakers for valentine’s day, Friends day, wedding day, Birthday, etc…)

Performance Directly proportional to the target consumers

(Quality assured – at a cost!!!) Continuous improvement on quality – feedback

taken positively and productively

Speaker… Durability

Comparatively high (2 years guarantee) Subject to handling by consumers Also subject to technological change

(though not in the near future) Reliability

Time is the watchword here Conformance quality

High (it’s an augmented product)

Speaker… Style

One of the vital factors for success Youngsters – key influencers in purchase

decisions and post purchase decisions Youngsters and Style go together Style coupled with performance – an

invigorating combo In built 8 GB flash memory* for storage

Speaker… Delivery

Pre made products reach consumers within 2 hours of ordering (Within madurai) {Speed}

Accuracy – the right product to the right consumer

Care – Handling with care… always

Speaker… Installation

Zero setup time Consumer friendly product with procedures a

baby can do First time buyers get a special treatment of

getting speakers installed by qualified personnel from LT

Uses flash drive technology for plug and play

Speaker… Maintenance and Repair

Separate website for with FAQs and trouble shoot tips and methods

A chat room with at least 2 CGHO’s answering queries

Free MP3 songs and announcement of the next innovation in file

Cognitive dissonance removal tactics followed – kind of a brain wash through quality assurance and zero feedback time

Our Marketing MixProduct

Quality – segment based Design – Conducive, compact and hi-fi Features

In built radio transmitter 8 GB Memory storage*

Brand Name – Little Thumpers

Our Marketing MixProduct (contd…)

Packaging – Simple and safe (refer slide no: 23) Size – Small, Smaller and the Smallest Services – Online trouble shoot tips, 24/7 chat room

for trouble shoot, Delight in usage, customer design competition held every 2 months( the winner comes to the market in the next 2 months)

Warranties – 2 years guarantee* Returns – Customers and Monetary benefits

Our Marketing MixPrice

List Price – Indian product for the Indian consumer with global standards at a competitive price

Discounts – Design suppliers given openhanded discounts

Payment period – 60% on spot payment*

Our Marketing MixPromotion (pull promotion)

Sales promotion – code in the manual gives access to premium songs on website

Concerts and exhibitions at metros and rural centers

Advertising – Propagating value (Innovator’s showground) billboards, video clippings, etc…

Our Marketing MixPromotion (contd…)

Sales force – Competent and devoted (Incentives speak though!!!)

Public relations – Seminars, charitable donations and the imminent company magazine

Direct marketing – Telemarketing, e-mail marketing (non-spam certified!!)

Ambush Marketing – any key concerts will be taken care of!!!

Our Marketing MixPlace

Channels – No channels!!! Coverage – 5 branches, one plant Assortments – 3 categories

Thumper black (Premium) Thumper Grey ( Thumper Red/Yellow (Economy)

Our Marketing MixPlace

Locations – Outlets placed at strategic locations

Logistics – 2 hours delivery time all through Madurai

Inventory – located at each outlet ( Rather small)

Segment Segmentation variables

Income Background Demographic Exposure

Occasion segmentation Concerts CSR activities

Life style segmentation Speakers speak the life style Psychographic

Targeting Target market

College going youngsters

Market offering based on life style

Positioning ‘Made for you’ packages establish

offerings Catching the prospect’s mind through

contemporary offerings such as in built flash memory and free MP3 downloads

Tagline plays a vital role Propagating value

Packaging Protects contents from damage and

deterioration Part of sales promotion Adds to appeal Protects both the product and the user Legal considerations Ease of transportation A distinguisher

Sources http://www.tutor2u.net/business/prese

ntations/marketing/productpositioning/default.html

http://www.Pragmaticpositioning.com Marketing Management – A south

Asian perspective Kotler, Keller, Koshy and JhaTwelfth edition

Thank YouThank you Queries are convivial

The Video that was shown in the classroom could not be uploaded owing to large file size….