1. Global Marketing StrategySessions 15 through 18July 17 and 18, 2010 Salvador Treviño-Martínez Marketing and Strategy Professor, Director IDEN

2. Course Agenda Friday July 17 Introduction: Marketing strategy core concepts Developing global product propositions Chapter 13 and 14 highlights Social implications of marketing strategies Case discussion: Fair & Lovely Saturday July 18 Issues on Services, innovation and competitiveness Reading “Why customers matter” and chapter 15 Wrap up and farewell 2 saltrevino@itesm.mx

3. Marketing Strategy in a Nutshell Marketing Strategy: Target Market + 4 P´s Marketing Mix Product (Good, service, idea) Price (Value) Place (Distribution and Logistics) Promotion (Communication) Target Market STP Process: Segmentation, Targeting, and Positioning Statement 3 saltrevino@itesm.mx

4. Developing “Marketing” Products Product: is any good, service or idea (concept) that could be purchased, used, and consumed by any potential or real customer. Anything can be seen as a “product” red cross, a political candidate, a radio station signal or a Twinkie* * typical depiction of a marketing product: a mass produced consumer good saltrevino@itesm.mx 4

5. Unbranded products are Meaningless Unbranded products are “commodities” A “product” becomes a “marketing product” when it is branded. Brands are the identity basis for any concept. We could see ourselves as “brands” and use these principle to “market” ourselves as executives, investors, partners and dates… See article below and discuss… http://www.horaciomarchand.com/index.php/menu-articulos/17-categoria-vida-marca-personal/121-articulo-20050715marketingpersonal saltrevino@itesm.mx 5

6. Creating a marketing product Product: Features + Uses Features: Attributes Tangible Nontangible Uses: Benefits Attributes valuable for consumers saltrevino@itesm.mx 6

7. Fair and Lovely A “touchy” social issue in modern India http://www.youtube.com/watch?v=9gYQ5B5xPDA “miracle” product and its market Why is this important? http://matrisearch.com/Matrimonial/Punjabi_matrimonials/ http://matrisearch.com/events/ saltrevino@itesm.mx 7

8. Fair and Lovely India Case Bollywood stars: reference group RiyaSen What are major issues on this case? Discuss. Are sun block creams/lotions (e.g., coppertone) a more legitimate product? Compare to Hindustan Lever´s statement on page 620. Discuss Would you refuse marketing this product? How would you market this product? saltrevino@itesm.mx 8

9. On Attributes and Benefits Product Selling Propositions: Clearly Understood Attractive to Consumers Different/Superior to the Competition saltrevino@itesm.mx 9

10. SERVQUAL DIMENSION EXAMPLE saltrevino@itesm.mx 10

11. A WORLD OF SERVICE SERVICE-BASED COMMERCIAL COMPETITIVENESS SERVICE IS “THE” ULTIMATE DIFFERENTIAL FACTOR… SERVICE FILOSOFY: SERVICE QUALITY OR SERVQUAL IDENTIFYING AND OPERATIONALIZATING SERVICE APPROACHES FOR ORGANIZATIONS http://www.infospan.ca/ saltrevino@itesm.mx 11