This document discusses marketing managers and provides examples of good, bad, and ugly marketing managers. It discusses the qualities of a good marketing manager such as being a multi-tasker, customer centric, brand champion, understanding business well, and being a strategic thinker. It then provides examples of a good marketing manager from the "Ab Ki Baar Modi Sarkar" political campaign and a bad marketing manager from the failed launch of Nirma beauty soap. It also discusses an ugly marketing manager from the mistakes made during the overhaul of JC Penney's pricing scheme.

1. MARKETING MANAGERS…..
THE GOOD…..
THE BAD…….
AND THE UGLY……

2. HE IS…..

3. UALITIES OF A GOOD MARKETING MANAGER
 Multi-tasker
 Customer Centric
 Brand Champion
 Understands the business
well
 Strategic Thinker
 Visionary

4.  Instilling a marketing led ethos
throughout the business and leading the
team
 Researching and reporting on external
opportunities
 Understanding the target market
 Understanding current and potential
customers
 Managing the customer journey (CRM)
 Developing the marketing strategy and
plan
 Management of the marketing mix
 Ensuring timely delivery
Importance of a Marketing Manager

5. BUT………..
WHERE THERE IS GOOD…..
THERE IS ALSO BAD AND
UGLY
PURE EVIL…HAHAHA

6. PRESENTING……
EXAMPLES of the BEST AND WORST
Marketing MAnagers

7. GOOD MaRketing Manager
1. AB KI BAAR MODI SARKAR-
• WHO?
 Samrat Bedi, Head of Office, Soho Square.
 Designed the campaign of the Modi sarkar which was a
runway hit with the masses and classes alike.
 The digital branch of the Modi campaign spans close to
10 websites

8. Nirma Case
• Nirma introduced a new category of beauty
soap and shampoos
• To consumers the brand Nirma was nothing
but washing powder
• Nirma beauty soap failed miserably as the
consumers simply refused to acknowledge
its presence as a beauty soap
• Thus, a wrong choice made by Karsanbhai
Patel brand extension without proper
market research & without proper product
attribute knowledge is what led to failure of
the Nirma Beauty Soap
Bad Marketing Manager

9. Ugly Marketing Manager
JC Penney Case
• In early 2012, Ron Johnson announced a
major overhaul of the way JC Penney does
business, with a new “fair and square”
everyday low pricing scheme to replace the
“fake prices” used commonly in the past.
• He also removed the coupon system
• Johnson never tested this new pricing
scheme in the market and assumed it would
be a success.
• However, Many of the chain’s oldest and
most loyal customers understandably felt like
they were no longer JC Penney’s target
market
• Sales collapsed through early 2012, and even
Johnson acknowledged he had made a big
mistake. 2012 and 2013 saw huge losses for
JC Penney

10. Marketing Plan For Hiro MX-1
MTB BICYCLE
Varun Khare D-57
2014-16
Winner of last edition

11. HIRO-MX 1-The Product
• The HIRO MX-1- State of the art MTB equipped with
odometer and speedometer
• Speedometer for better control of the rider’s speed
• Odometer for tracking cycling pattern & performance
• 18 Gears for greater depth of speed and maneuvering
• Robust Suspension platform developed specially for
Indian Mountains
• Carbon alloy frame for improved agility

12. Market Summary-The Market
• Nearly 15.5 million bicycles were sold in a the
₹2,000-crore cycling industry market
• Market characterized by rising disposable
incomes and readily available imported high-
end bikes.
• Firefox sold 1,200 bikes in the first year, now
sells 6,000 every month- Sales increasing at 35
to 40 per cent annually.

13. Market Summary-The Market
 Market for mountain bikes- small in terms of
numbers, but big in value
• Average selling price of a bike in India is
₹55,000
• Players in the market
 Firefox sold 1,200 bikes in the first year, now sell
6,000 every month
 Sales increasing at 35 to 40 per cent annually.

14. Market Summary-The Consumer
• Market characterized by rising disposable incomes
and readily available imported high-end bikes.
• Demographics-An emerging category of
professionals(males) in the uppermiddle and high-
income groups
• Psychographics-Biking and adventure enthusiasts
who take up mounatain biking for reasons of
health hobby
Eco-
friendliness
Stress free
commutes

15. Market Summary-The Competition
Firefox range of
MTBs -Trek and
Gary Fischer
Cannondale Avalanche
Mongoose Schwinn
Fuji Nevada &
Tahoe
Bianchi Duel &
Kuma

16. Positioning-Hiro MX-1
The MX-1 MTB would be positioned as-
Bike that gives the cyclist the extra edge in
performance and speed control
Tagline for the MX-1-
“High Performance Mountain Biking”

17. Online Marketing Campaign-Why?
The marketing campaign would be solely online
as-
Massive growth in online sales of niche product
categories in 2013-2014
63 % of the online shoppers were male
71% respondents in the age group of (18 to 35)
90% of online shoppers plan to buy more products
online reflecting consumer satisfaction

18. The Marketing Strategy
• Online release of the Hiro-MX1 commercial on
Youtube and Vimeo 8 Months before the
HASTPA and MTB Himalaya races
• Advertising the MX-1 on the websites for
HASTPA and MTB Himalaya
• Online advertising of the bike via Facebook,
Twitter, Reddit, Digg and Stumbleupon
• Tie ups with Online e retailers- Flipkart,
amazon with aggressive discounts initially.

19. Case Study!!!
• In India the market for Ice tea as a beverage
has not reached maturity yet. This has made
the Marketing Manager of Snapple Tea ltd
rethink his decision to enter the ice tea
market. What are the steps he should take to
develop the market of ice tea in India? Put
yourself in his shoes tell what steps you would
take as a Marketing Manager.
Deadline 30 October 2014 - Mail your entries to us on smark@sims.edu