NMIMS ASSIGNMENT

SEM -3

MARKETING STRATEGY

Q1. Ans .

The marketing strategy provided to us is a type of pull strategy.

A business uses terms like push and pull strategy.

These terms of push and pull strategy originated in supply chain and logistics
management.

This is also widely used in hotel distribution and marketing businesses.

Push strategy is a strategy by which the company takes its products to the customers
by pushing the products toward them.

The technique used in the push strategy is by opening more outlets of the company.

Push marketing is a form of a promotional strategy whereby business owners and

brands try to take their products and services directly to the customer. Push marketing
involves all the tactics that a seller deploys in pushing their goods and services to the
potential consumer. With this strategy, you as the seller create awareness for your
brand and, at the same time, place the product directly in front of the buyer. A push
notification tool can be used to get your product across to the buyers.

Business organizations use the push marketing strategy whenever they want to launch
a new product, or when they want to stand out and get special patronage in a crowded
market, they can use the push notification feature. For example, an electronic
showroom can use the pull marketing strategy to get a buyer to purchase a new gadget.
Let's say a new washing machine has just been launched and introduced to the market;
the sales department is approached to help push the new washing machine to
customers. So when a customer comes into the showroom, even when they do not
inquire about the washing machine, your salesperson stylishly rolls out the mouth-
watering functions of the washing machine and its advantage over other types of
washing machine, this arouses the interest of the customer, and they may eventually
buy it. The sales department gets a sales incentive in return for pushing your product
onto customers.
Pull strategy is a strategy by which customers are pulled towards the organization in
order to buy the products of the organization.

Pull marketing is a marketing tactic whereby you get the customers to come and
patronize your products and services. Pull marketing ensures that some conditions are
put in place to ensure that customers come looking for your brand. i.e., you attempt to
pull customers into making purchases.

Pull marketing tactics include advertising, mass media promotion, sales promotion and
verbal referrals. Pull marketing is focused on a long-term consumer-manufacturer
relationship; it attempts to create brand loyalty and ensure customers keep patronizing
the brand. Pull marketing requires a lot of advertising to create enough awareness and
get potential customers interested in your products and services.

For example, an automobile industry can advertise its product on the television by
showing how fast it can move, how economical it is in fuel consumption, how strong it is
in case of accident or a head-on collision, and how comfortable the interior is with
beautiful aesthetics. This advertisement is not targeted at a particular person or
audience; it is for the general public, but a larger percentage of those that watch this
advertisement will be interested in the automobile brand, and whenever they want to
buy a new vehicle, your brand would top their list. Sometimes, it might be the car
features that will pull the customers to your brand and purchase the vehicle.

The techniques used in the pull strategy are advertising and reviews of past customers.

CONCLUSION:

So in the question given the cosmetic e-tailer writes a blog about its products and
reviews of its buyers and other influencers so it is a technique of pulling customers.

So as it is a technique that pulls customers, the technique used is said to be a pull

strategy.

Q2.Ans.

Growth stage is the stage which the entrepreneur will need to expand her eco friendly
home become items business PAN India.
Growth stage or the growth and expansion stage is the second of five key phases in the
business life cycle. The life cycle also includes launch, shake-out, maturity, and decline.
During the growth stage, a startup will see sales increase rapidly. This is the phase in
which businesses start to see profit. This causes cash flow to become positive.

At this point in your product's life cycle, you should be putting your efforts into:
  increasing your product's market share
 creating a brand preference for your customers
The Growth and Expansion stage is one of the more notable stages of the business
lifecycle. It comes after the launch and start-up stage when the business has officially
picked up momentum. The name speaks for itself, there is substantial amounts of
growth and expansion into new markets or services.

Challenges of the Growth Stage :

The biggest challenge companies in the growth and expansion stage face is dealing with
the endless range of issues including striving for more time and money. Effective
management is required in this stage, as well as a possible new and improved business
plan including addressing the product lifecycle. It will be a big learning curve navigating
the new growth and development in this phase.

Businesses in the growth life cycle are focused on running the business in a more formal
fashion to deal with increased sales and customers. Better accounting and management
systems will have to be implemented and the team will expand significantly to keep up
with the demand. Consistent research on competitors will also be necessary in this
stage to decide if it will be the right move to develop a new product or move into new
markets.

During this stage, the option of leaving the business by merging with or selling to
another organization will need to be discussed. Or, if that is not something that is in
mind for the business owner, there might be strong desires to go public or raise more
funding to be able to develop new products and services.

This should be a period of rapid growth in both sales and profits for your product or
service. Your profits should rise through an increase in output and more competitive
pricing.

 There are many factors an entrepreneur needs to take care of when expanding its
business: reduce, reuse, recycle, using sustainable packaging, buying second hand items.
 To promote eco- friendly business- we need to show our business cares about
environment which focus on green product, creating an eco friendly selling point,
investing in online marketing, print in online marketing.
 During the growth stage, consumers have accepted the product in the market also
customers are beginning to truly buy it. So it will not need much efforts for growing to
expand the business PAN India.
 Growth stage is the stage of product life cycle.
 This stage is characterized by growing demand, an increase in production and
expansion in its availability.
Suggestion to her :

 maintaining product quality and adding features or support services for the product
 maintaining pricing to increase demand for the product
 increasing distribution channels to cope with demand
 aiming promotion at a wider audience
 Be sure to have the necessary compliance and financing documents prepared for
investors.
 Understand your current cash burn as well as projected post-raise spending
 Create a post-funding financial plan
 Include information about hiring needs as well as development and product
improvements
 If your profits are still low, consider reducing the price of the product or service to
increase the volume of sales.
 Remember that different marketing strategies work better at different stages of the
product's life cycle. You may want to tailor your strategies to your product's
changing marketing position. 
 you may need to enhance product features to make it more appealing than
competitors'
 you may need to lower your pricing due to increased competition
 distribution is becoming more intensive and you may need to offer incentives
 you may need to focus your promotion on the difference between existing products.
 To prolong their life span, you should aim to differentiate your product or
service from others that your competitors offer. You can do this by focusing on and
highlighting any branding, trademarks, or customer testimonials that may give you
an advantage.

Q3.Ans.

(A). MARKETING TECHNIQUES ADOPTED BY KINGFISHER AIRLINES :

1. Product Kingfisher First (International & domestic routes) Kingfisher Class
(International & domestic routes) Kingfisher Red – formerly known as Air Deccan
(Domestic routes) Flying Chef 

2. Price :Kingfisher Airlines being a premium airline adopts a premium

pricing strategy Kingfisher Red its low fare arm adopts a low
fare pricing The pricing strategy aviation industry is highly dependent on the behaviour
of the crude oil prices, dollar rates and competition. Fuel at present accounts for 45 per
cent of an airline’s total operating cost.

3. Place
Kingfisher Airlines operates services to 80 destinations domestic as well as
international. International operations started on 3 September 2008, with a flight from
Bangalore to London. One of the reasons to acquire Air Deccan was to gain entry on to
the international circuit, by gaining advantage on Air Deccan`s eligibility to fly
international (as per DGCA rules) It also has plans to add several international
destinations such as Bangkok, Hong Kong, Karachi, Kuala Lumpur, Lahore, Malé and
Singapore in 2009

4. Promotion

Kingfisher Airlines as a brand is promoted in many ways When it was launched Yana
Gupta was the brand ambassador Hoardings/ Press Release Kingfisher Airlines
sponsors Mumbai ATP Open KF First sponsors Mtv Style Awards 06 Kingfisher kicks off
Rs 1 billion campaign (On Launch of its international flight to London) Formula 1 team
(Force India) IPL team (Royal Challengers) Red Pouch The colour “RED” King Club
frequent flier programme Vijay Mallya himself is a brand ambassador for all his brands
including Kingfisher Airlines

5. Physical Evidence

Kingfisher Airlines started its operations on May 9, 2005 with a fleet of 4 Airbus A320
aircrafts. Kingfisher Airlines was the first airline in India to operate with all new
aircraft. On June 15 2005 Kingfisher Airlines became the first Indian airline to order the
Airbus A380, to be delivered by 2014 Fleet size of 73 and 137 orders placed The planes
have the best in-flight facilities that match world class standards

6. Process

KFs Tickets through ATMs The Roving Agent Web Check-In FlyBuy SMS Flight Updates
Mobile Ticketing

7. People

Being a service industry it has two types of customers: External Customers

(Passengers) Internal Customers (Employees) Kingfisher Airlines uses the term
“Guests” for its external customers. Dr Mallya tells his crew to treat every guest “In
the same way as if they have visited his home.” In an airline, Cabin Crew play an
important role because they are the ones who deliver the service and therefore they are
termed as The Walking Billboards of an organization.

(B). THE OPPORTUNITIES AND CHALLENGES FOR A NEWLY ESTABLISHED AIRLINE

IN THE INDIAN AVIATION INDUSTRY :
OPPORTUNITIES:

1). Foreign venture permitted :

So as to draw in the remote venture, the legislature declared an arrangement which was
de-marked to permit foreign direct ventures of 49% and for NRI completely 100% is
permitted to put resources into the residential carrier part. Notwithstanding,
deregulation of the household advertisements has been joined by the proceeded
guideline of remote carriers proprietorship being disallowed. This surely forestalled
remote possessed carriers contending in household markets. 

2). Low passage obstructions :

The potential outcomes that new firms may enter the part to influence rivalry. In the
Indian avionics division, the boundaries to sections are commonly low prompting
various aircraft firing up. However, there are huge hindrances to development and
likelihood that exists as administrative confinements, nonavailability of assets after
startup as carrier requires a gigantic measure of speculation for the additional turn of
events. 

3). A fascination of outside shores :

In order to expand armada and to diminish the opposition and make the benefit, a
portion of the locally worked aircraft grew its tasks abroad. Stream Airways and Sahara
have gone global, first to SAARC nations and a while later to SouthEast Asia, the UK, and
the US. Following five years of local activity, various local transporters also will be
equipped to fly abroad. 

4). Rising salary levels and segment profile :

The interest in air travel is profoundly salaried and flexible. This implies that with the
development in the Indian economy, the interest for air venture out is additionally
expected to develop. Globalization ought to keep on boosting traffic in the long haul.
While the world aircraft advertisement is developing at a yearly pace of 4%, the Asian
showcase is enrolling 20-30% yearly traffic development in lock-step with the blasting
economy. 

5). The undiscovered capability of India’s travel industry  :

The advanced countries in the travel industry have just thrived as an aftereffect of
mechanical enhancements in aeroplane plans that have made air travel less expensive.

CHALLENGES :

 Shortage of trained employee

o There is a shortage of trained and skilled manpower in the aviation
sector because of which there is cut-throat competition for
employees; thereby driving wages to unsustainable levels
 Regional connectivity
o Though there are a large number of airlines operating, still there is
lack of regional connectivity
o Providing regional connectivity is one of the greatest challenges for
the Aviation sector in India. This is due to lack of airports and other
associated infrastructure
 Rising fuel prices
o The jet fuel cost accounted for nearly 45% to 50% of the total costs
in 2018; thereby presenting more operational challenges
 Declining yields
o Pricing and yield are the key elements for an airline to operate
o Commercial liberalization has led to intense competition and
reduction in real yields for Airline companies
 Gaps in Infrastructure
o Airport infrastructure and Air Traffic Control (ATC) foundation are
insufficient to help development
o While a beginning has been made to redesign the infrastructure, the
outcomes will be visible after some years.
 Technical Challenges
o The maintenance, Repair, and Overhaul (MRO) industry is not well
developed in India; to provide for cost-effective maintenance of
Aircrafts
o The lack of native Aircraft manufacturing base, results in more
imports of Aircrafts, thereby making the operations more Capital
Intensive

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