CASE 2

Ans 1 The marketing mix helps you define the marketing elements for successfully positioning your market offer. One of the best known models is the Four Ps, which helps you define your marketing options in terms of product, place, price and promotion. Use the model when you are planning a new venture, or evaluating an existing offer, to optimize the impact with your target market. In the case of Helene Curtis (JK Group)s line of premium herbal shampoo the marketing mix would be as follows:

PRODUCT
A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. The name of the product is Premium Herbal Shampoos with variants Shikakai, Henna and Amla and Brahmi and Josur for different types of hair. From the product classifications, we can take this to be a specialty product. It means that this is a unique or branded consumer product for which the buyer is willing to make a special purchase effort.It is a specific product targeting urban housewives with a monthly household income of Rs. 25,000.

PLACE
Refers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. The Premium Herbal Shampoo all its variants will be made available and distributed through 70,000 retail outlets and 120 Raymond shops.

PRICE
The price is the amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. Premium Herbal Shampoo is priced between Rs 80 and Rs 90 for 500 ml for different variants. The pricing for the shampoo seems to be appropriate because while setting the price, the marketer is aware of the customer perceived value for the product.

PROMOTION
Represents all of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as: advertising, public relations, personal selling and sales promotion. For Premium Herbal Shampoo, the company has planned point of purchase (POP) posters initially and has plans to consider the electronic media at a later stage. The shampoo has an annual advertising expenditure of Rs. 10 crores. The advertising and promotion activities can certainly be increased and the spectrum of advertising tools being used widened to support the promotion of the product, especially since this is a newly launched product.

Ans 2 When planning a promotional campaign it should generally consists of three desired outcomes: Outcome 1: Your promotional message reaches your intended and targeted audience. Outcome 2: Your message is understood by your audience. Outcome 3: Your message stimulates the recipients and they take action. To make the communication for Premium Herbal Shampoo more effective, the following steps need to be taken: 1. Create a promotional campaign to use the electronic media. This needs to be done since the company is trying to target urban housewives with a monthly household income of Rs 25,000. Such households would have greater access to electronic media like television, film and internet. All of these are very powerful mediums of communication. Also all these modes are audio visual mediums which combine all possible forms namely written, oral, non-verbal and visual or auditory. This enables the product to have wider reach to its targeted audience which already has access to such mediums of communication. Once the product reach is widened, then combining it with powerful and effective advertisements ensures that the message stimulates the recipients to take the action of buying the product, thus increasing the sales. 2. Use of print media effectively can increase the magnitude of the target audience. This is because the shampoo aims to target the educated class of audience who not only have access to newspapers and magazines but are also educated to understand the message that is being conveyed through the advertisements in newspapers and magazines. Apart from having point of purchase posters (POP) the print media can play a very dominant role in creating an effective communication campaign for Premium Herbal Shampoo.

Date: December 28, 2005 To Albroz Insurance Co. Kerman City, Iran

Sub: Ref to the Insurance Policy No. VB/84/3629/29

Dear Sir, This is to inform that the order for 500 tractor gears placed by Iran Rafsanjan Co., Rafsanjan City, Iran has been th shipped on board vessel SEEMA on 26 December, 2005 for Bandar Abbas Port of Iran.

Yours faithfully,

Apex Products (India) Ltd. Delhi.

KRISHNA FASHIONS
Krishna Fashions is a multinational company having a joint venture with a leading Chinese company in the field of fashion and lifestyle. We have our state of the art plant situated in Surat. We are looking for a dynamic and flamboyant person for the position of Executive Foreign Affairs. Male and female candidates with the ability to write and speak Chinese language are encouraged to apply. Salary will not be a constraint for the right candidate. Interested candidates may send their CVs to info@krishnafashions.com

STATE BANK OF INDIA NEW DELHI ZONE REAL ESTATE SERVICES DEPARTMENT 11, PARLIAMENT STREET, NEW DELHI 110 001 Phone Number 011-23335051-52 E-Mail : zo.delhi@statebankofindia.com

Ref. No. : ZO:NR: 001214

Dated: 17. 03. 2012

Proposed Construction of 76 flats for employees in Noida at Plot No.1, Sector-135, Noida-201301

NOTICE OF PRE-QUALIFICATION OF CONTRACTORS

State Bank of India, New Delhi Zone invites application on the prescribed Proforma in sealed cover for prequalification of Contractors for the captioned Project of Construction of 76 flats for employees in Noida at Plot No.1, Sector-135, Noida 201301 for the undermentioned category --a) Construction of 2 bedroom flats with basic amenities (Estimated Cost : 25 crores)

1.

Prescribed pro-forma may be obtained from State Bank of India, New Delhi Zonal Office, Real Estate Services Department, 11, Parliament Street, New Delhi-110001 on written request during working hours from 19-03-2012 to 07-04-2012 on payment of Application Fee of Rs.1000/- (one thousand) [nonrefundable] by Demand Draft/Pay Order favouring " State Bank of India" payable at New Delhi or down load from our website www.statebankofindia.com, and the application fee must be submitted alongwith the application, failing which the application is liable for rejection. Application on Prescribed Proforma alongwith enclosures and copies of certificates in proof of satisfactory completion of the jobs should be submitted superscribed "Application for PreQualification of Contractors for " to the Zonal Manager, State Bank of India, New Delhi Zone, Real Estate Services Department, 11, Parliament Street, New Delhi-110001. The last date of submission of tender is 8th April 2012 at 4.00 p.m.

2.

CHIEF MANAGER NEW DELHI ZONE

FOR IMMEDIATE RELEASE: (Published September 17, 2005)

Notification for changes in the rules of Joint Entrance Examination (JEE)-2006

Joint Admission Board (JAB) of Indian Institutes of Technology September 17, 2005 Kolkata, West Bengal - According to information received from Joint Admission Board (JAB) of the Indian Institue of Technology, some decisions have been taken with regards to the Joint Entrance Examination (JEE) 2006. Joint Admission Board (JAB) of the Indian Institue of Technology has decided to bring in changes to Joint Entrance Exam (JEE) with effect from 2006. One must secure at least 60% marks (55% for SC/ST and PD) in 10+2 examination. Candidates can have only two attempts with effect from JEE-2006. Candidates who join any of the IITs through JEE-2006 will not be permitted to appear in JEE in future. It has also been decided that candidates, who have passed their qualifying examination in 2005 or earlier, will be allowed to appear in JEE-2006 as the last chance, with no consideration of marks or attempts at JEE subject to age requirements.

Organising Chairman Joint Admission Board (JAB) Indian Institues of Technology

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