mkt finale
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SUBJECT NAMEMARKETING.
PRESENTED BY:KEYUR.P.DESAI
BBA FIRST YEAR HIGHER NATIONAL CERTIFICATE
RIMS INTERNATIONAL SCHOOL OF BUSINESS & TECHNOLOGY
PROJECT GUIDE: PROF. MRS PRIYA CHOWDHURY
December 16, 2010
Parle Agro’s
ASSIGNMENT GUIDELINES
1. This Assignment is designed to help you achieve a Merit or Distinction. 2. During your Structured Individual Study (SIS), you are required to answer each
question above (Outcomes Assessment Criteria) which has been covered separately in respective Lessons.
3. In your answer, write about the key concepts highlighted by the Lesson (underpinning knowledge).
4. You can get an idea of the key concepts by referring to the Lesson’s handout, in the Overview section of the Lesson.
5. Look for real-life examples to apply your key concepts (applied knowledge).6. Make use of the SIS time to research books.7. During your SIS time, use the computer to research recommended websites and
word process your Assignment.8. Follow the guidelines given in your Handbook.9. Study the Merit and Distinction Descriptors below to ensure that your work
demonstrates compliance in order for it to be considered for their respective Awards.
It is important that the work you produce is carefully planned & written.Your work should demonstrate (a) your understanding of the theory you have learned (underpinning knowledge) and (b) your ability to apply it to real life/contemporary situations/case study (applied knowledge).
Please follow the instructions below:1. Start each answer from a new page2. Highlight each question clearly3. Avoid bullet points and restrict the use of numberings; remember that you
are supposed to write an essay. 4. All work should be comprehensively referenced and all sources must be
acknowledged fully, this includes books & journals used as well websites visited. Details such as page numbers, publishers and publication year should also be stated, in addition to the name of the author(s) and publication. Books, articles and journals should be the main sources; net sources are allowed up to 25% max.
5. Follow Harvard referencing system.6. Ensure that your work is within the stated word limit.7. All work should be word-processed. 8. Pages should be numbered (bottom right hand corner)9. Assignment sheet should be attached in the front.10.Spell checks the document and read thoroughly for grammatical errors.11.1.5-line spacing is preferred but is not essential.12.Bibliography at the end of the assignment.
The correct format to answer each question (Task) is as follows:
1. Introduction (analyse the question – which theory is it trying to ask you to demonstrate?)
2. Underpinning Knowledge (write about the relevant theory/points)3. Applied Knowledge (apply the theory/points you have written about in your
underpinning knowledge to your case study/real life example)4. Conclusion (summaries what you have written in 2 & 3 above).
UNIT Unit 1 – Marketing Course HNCLECTURER Mrs. Priya
ChowdhuryVERIFIER Ms. Reena Clifton
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HAND OUT DATE
15.10.’10 SUBMISSION DATE
29.11.’10
STUDENT TERM Dec’10Assignment cover Sheet
GRADE DESCRIPTORSPASS
DESCRIPTORS(FROM
Outcomes Assessment
Criteria)
Learner’s Evidence Shows Tutor to
Check
COMMENTS/FEEDBACK
1 Investigate the concept and process of marketing
compare alternative definitions of marketing
Identify the main characteristics of a marketing oriented organisation
explain the various elements of the marketing concept
2 Explore the concepts of segmentation, targeting and positioning
Identify and explain macro and micro environmental factors which influence marketing decisions
Outline the factors which influence the choice of targeting strategy
explain how buyer behaviour affects marketing activities in two different buying situations
3 Identify and analyse the individual elements of the extended marketing mix
describe how products are developed to sustain competitive advantage
Explain how distribution is arranged to provide customer convenience
explain how prices are set to reflect anorganisation’s objectives and market conditions
Illustrate how promotional activity is integrated to achieve marketing objectives
4 Apply the extended marketing mix to different marketingsegments and
recommend marketing mixes for two different segments in consumer markets
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contexts explain the differences in marketing products andservices to organisations rather than consumers
explain how and why international marketing differsfrom domestic marketing
MERIT DESCRIPTORS
Learner’s Evidence Shows COMMENTS/FEEDBACK
1 Identify and apply strategies to find appropriate solution
- Relevant theories and techniques have been applied
- Effective judgments have been made
- Complex problems with more than one variable have been explored
- An effective approach to study and research has been used.
2 Select/ design and apply appropriate methods/techniques
- A range of sources of information used
- The selection methods and techniques/sources justified
- The design of methods/techniques justified
- Complex information/data have been synthesized and processed.
- Appropriate learning methods/techniques applied
3 Present and communicate appropriate findings
- Appropriate structure and approach has been used
- Logical and coherent arguments have been presented
- Technical language accurately used
- A range of methods of presentation has been used
- Appropriate media used
- Familiar and unfamiliar contexts have been used
- It is appropriate for familiar and unfamiliar audiences
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DISTINCTION DESCRIPTORS
Learner’s Evidence Shows
COMMENTS/FEEDBACK
1 Use critical reflection to evaluate own work and justify valid conclusions
- Synthesis has been used to generate and justify valid conclusions
- The validity of results has been judged
- Self criticism of approach has taken place
- Evaluation has taken place using defined criteria
- Realistic improvements have been proposed against characteristics for success
2 Take responsibility for managing and organizing activities
- Autonomy/independence demonstrated
- Substantial activities/projects have been planned, managed and organized
- The unforeseen have been accommodated
- The importance of interdependence has been recognized
3 Demonstrate convergent, lateral and creative thinking
- Ideas generated and decisions taken
- Self evaluation has taken place
- Convergent and lateral thinking have been applied
- Problems have been solved
- Capacity for innovation and creative thought has been used
- Receptiveness to new ideas have been demonstrated
- Unfamiliar contexts have been applied
Any Other Comments
Grade Given by Tutor:
Tutor Signature:…………………Date:……….
Pass Merit
Distinction
IV Grading Check :
IV Signature:……………… Date:…………..
Agree Disagree MODIFY GRADE TO
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Student’s Response:
Student Signature: Date:
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School of Business Management
Marketing
Course BTEC Higher Nationals HNC Business Studies
UnitUnit 1: MarketingIndividual Assessment
Lecturer Ms. Ronak Khan Issue Date: 15.10.’10
Due Date: 29.11.’10
StudentName Student No.
Instructions
-You are required to produce an academic report of 3000 words (+/- 10%) covering all the questions given below.
-You are required to reference sources with Harvard Referencing Style.
-The college’s regulations concerning cheating, collusion and plagiarism apply to this assessment.
Assignment
In a growing number of organisations, marketing is now viewed as a source of competitive advantage; thus greatly contributes to the success of the organisation.
Choose an organisation that you are familiar with and answer the following questions:
1. Investigate the concept and process of marketing in your chosen organisation.
2. How does your chosen organisation pursue the Segmentation, Targeting and Positioning activities to serve customers’ needs?
3. Identify and analyse the individual elements of the extended marketing mix, applied in your chosen organisation.
4. Apply the extended marketing mix to different marketing segments and contexts (specially International Markets)
5. Provide any recommendations.
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Table of Contents:-
I Executive Summary 9II Introduction about the company 10III Flagship product Frooti 11
Part 11 Investigate the concept and process of marketing in you chosen
organisation?12
Part 22 How does your chosen organisation pursue Segmentation, Targeting
and Positioning activities to serve customer’s needs?16
2.1 What is Segmentation? 182.2 Frooti’s Segmentation? 182.3 What is Targeting? 202.4 Frooti’s targeting strategies? 212.5 What is Positioning? 222.6 Parle Agro’s Frooti’s Positioning? 23
Part 3
3 Identify and analyze the individual elements marketing mix, applied in your chosen organisation?
30
Part 44 Apply the extended marketing mix to different marketing segments and
contexts (specially International Markets) 37
Part 5
5 Please provide Recommendations for Frooti? 40IV Conclusion 41V Bibliography 42
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List of Diagrams and figures
1.1 The logo of Parle Agro 101.2 The original variant of Frooti 111.3 The different kinds of Frooti family. 111.4 Demonstrates the different kinds of variants of Frooti. 131.5 The chart of market orientated strategy. 142.1 The SWOT Analysis of Frooti. 162.2 The company’s macro environment of Frooti 172.3 The table of different ways of segmenting. 182.4 The Frooti’s dimensions of Segmentation. 192.5 The pie chart of Primary market elements of Frooti in B2C segment. 212.6 The pie chart of Secondary market elements of Frooti in B2B segment. 222.7 The Positioning of Frooti brand. 232.8 Demonstrate the diagram of value analysis. 242.9 Illustrate the overall model of consumer behaviour. 262.10 Explains the factors that affect the business buying behaviour. 262.11 The factor affecting the two different buying situations. 272.12 Demonstrates Ansoff’s Matrix of Frooti 282.13 The market mapping chart 293.1 Different types of marketing mix. 303.2 Frooti’s Product hierarchy. 313.3 Prove the pull strategy used by Frooti. 323.4 The different pricing strategies of Frooti. 333.5 The Distribution channel of Frooti. 344.1 The annual growth rate of Africa. 384.2 Shows the 7P’s of Frooti in Africa. 39
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Executive Summary:-
Marketing is a best known word in business language. It is a dimension for every
business to achieve their goal. “Peter Drucker genero”: interactive marketing &
technology, 2007 wrote that, “because the purpose of business is to create
customer”, the business enterprise has two- and only two – basic functions:
marketing and innovation. Marketing and innovation produce results; all the rest
are cost. Marketing is the distinguishing, unique function of the business.
This report explains about Parle Agro’s Frooti, their strategies, how they do
their marketing orientation, marketing research, their market segmentation,
targeting and their positioning and how do they build their extended marketing
mix in the current country and internationally.
The outcome of this report will help the author to examine the role and practice of
marketing within the changing business environment with a concise and
contemporary overview of marketing and the skills to underpin further study in
the specialist field of marketing.
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INTRODUCTION ABOUT THE COMPANY.
Parle Agro Pvt, Ltd. Manufactures, distributes, sells and exports fruit
drinks in India and internationally. It offers fruit and milk drinks, packaged water,
apple and mango drinks in polyethylene terephthalate (PET) bottles and
containers and tetra packs. The Parle Agro, a large food and beverage
organisation based in Mumbai, consistently aims at evolving and sustaining an
iconic profile for beverage packaged water and confectionery products.
Diagram 1.1 The Logo of Parle Agro (www.frootifoundation.com).
Parle Agro Private Ltd is looking at product expansion in its various business
segments to sustain growth in a sluggish market. In the fruit drink segment where
Parle Agro has hugely popular product ‘Mango Frooti’, it is planning to get into
orange and pineapple under the same brand of Frooti.
At the same time, it has also embarked on stretching the franchise of its existing
brands- Frooti, Appy and Bailey Mineral water. It knows the market and has
sustained its brand in spite of the huge unorganized segment. At the moment, its
only advantage is its distribution strength.
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The Flagship product Frooti
The ‘fresh n juicy’ Frooti brand, is dominating the packaged fruit based drinks
category since its launch in 1985. Frooti Mango, which has 75% market share in
tetra packs, grew by a modest 4% in 2001 according to ORG- Marg data. Larger
pack (1Liter) and more pure juices (such as orange and pineapple) would soon
appear under the Frooti brand, taking on the existing competitors in these
flavours and sizes – brands such as Tropicana, Real and Onjus
Figure 1.2 The Original Variant of Frooti. (www.kraftinteractive.net)
Frooti has always been positioned as a drink for kids but now the company has
position it as a drink for the youth, especially, the college going teenagers. Parle
Agro’s has an enormous distribution reach of 10 lakhs outlets, including leading
hotels and restaurant, eateries, super- markets and paan shops. Meanwhile,
Parle Agro is planning to tap the rural market. With its strongest brand Frooti.
There are plans to set up a separate distribution in the product itself. It is learnt
that the company is also set to launch some “niche” products.
Figure 1.3 The Different Kinds of Frooti family. (www.clickindia.com)
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1. Investigate the concept and process of marketing in you chosen
organisation?
Marketing in itself is a complex exercise which works with and against a
number of forces. Successful marketing strategies create a desire for a product.
There are set of different definitions of marketing which the organisation seems
to take into consideration while approaching the markets.
Parle seems to insist on combining business with innovation. “Peter Drucker
genero: interactive marketing & technology, 2007 wrote that, “because the
purpose of business is to create customer, the business enterprise has two- and
only two – basic functions: marketing and innovation. Marketing and innovation
produce results; all the rest are cost. Marketing is the distinguishing, unique
function of the business.
Philip Kotler defines marketing as, “satisfying needs and wants through an
exchange process.” (Sources from definition of marketing: marketing definition
and marketing concept, from http://www.learnmarketing.net/marketing.htm). Here
Kotler is trying to say that within this exchange transaction customers will only
exchange what they value (money) if they feel that their needs are being
satisfied; clearly the greater the benefit provided the higher transactional value
an organisation can charge.
Marketing action at Parle management captures the essence of the marketing
concept in being responsive to customer and their needs but it cannot be happen
unless knowledge about customer will be enough to meet their expectancies.
Marketing at Parle seems to concentrates on marketing mix, which are product,
price, place and promotion. Marketing management consists of five tasks. It
starts from identifying target markets – the management need to identify those
customers that they want to make exchange with. Then there is reliance on
marketing research – management has to collect information on current and
potential customers needs.
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From here starts the Product development – the company need to develop the
product that will meet customers’ needs and expectations. “The decisions
regarding marketing mix – management have to determine price, promotion and
distribution for the product. Final step is monitoring – build relationship with
customers and collect information about changing customers’ needs and
expectations” (marketing management and strategy, Prentice Hall). Doyle P.,
Stern P., (2006)
Figure 1.4 Demonstrates The Different Kinds of Variants of Frooti. (www.adleanwar.com)
As Baker said, marketers have experimented with different combination of
product, pricing, promotion and distribution. Parle has moved beyond the
traditional 4Ps of marketing. In 1950s E. Jerome McCarthy developed the “four
Ps”, which has become the most enduring framework of the marketing mix. He
grouped 12 Borden’s elements into price, product, promotion and placement
(also known as place for distribution). Leadley P., Forsyth P., (2004), marketing:
Essential principles, New Realities.
Parle Agro has seen a trend towards fruit- based products. Also the most
important strategy that Frooti adopts is a market orientated approach which
has helped them survive in competitive environment for a very long time.
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A marketing orientated approach means a business reacts to what customers
want. The decisions taken are based around information about customers’ needs
and wants, rather than what the business thinks is right for the customer.
Whereas product orientated approach means the business develops products
based on what it is good at making or doing, rather than what a customer wants.
This approach is usually criticized because it often leads to unsuccessful
products - particularly in well-established markets. Definition of market orientated
approach (2008) [online] (updated on 10th November 2008)
(http://tutor2u.net/business/gcse/marketing_orientation.htm) [Accessed on 8th
November 2010]
Figure 1.5 The Chart of Market Orientated Strategy. (Field research)
Critical Analysis:-
Parle Agro Pvt ltd has emerged as successful market orientated company over
the years and it has helped them to bring no. 1 fruit based product (Frooti)
(source available at: www.parleagro.com [online] (copyright 2009-2010)
(Accessed on 8th December 2010) in the choices of consumer minds (preferred
by the consumer). They should start manufacturing Tetra packs within their
manufacturing base rather outsourcing them to other suppliers or like when
deciding upon a new
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product innovation (like Frooti with pineapple flavour). The reason being that,
firstly there will be cost reduction for the firm because as Parle Agro’s Frooti
going to make the Tetra packs within their manufacturing base, then cost paying
to the suppliers will deducted and it will lead to better financial position of the
business.
The other reason of manufacturing tetra packs within their manufacturing base is
because quality check will be done within the organisation rather than sending an
employee to the supplier’s place for the quality check, which thus also leads to
less time consuming of checking the quality of the product. As Parle Agro’s Frooti
has shifted to JIT technique of production it will be better for the Parle Agro’s
Frooti to “reorder the stock” of tetra packs, if they setup the manufacturing
process of Tetra packaging within their base, which will lead to better “Delivery
time of the product.”
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2. How does your chosen organisation pursue Segmentation, Targeting
and Positioning activities to serve customer’s needs?
The market environment is a marketing term and refers to all of the
forces outside of marketing that affect marketing management’s ability to build
and maintain successful relationships with target customers. The market
environment consists of both the macroenvironment and the
microenvironment.
Marketing environment are the factors and forces outside marketing that
affect marketing management’s ability to develop and maintain successful
relationship with its target customers. Taking into consideration the micro
environment it is the company’s internal environment factors which influences
marketing decision of the company. They are as follow: - Suppliers, market
intermediaries, customers and competitors.
STRENGTH WEAKNESS OPPORUNITIES THREATS
1) The product along with its tetra packaging gives the juice nutritious dimension as well as caters to the climatic variations across the logistic network across the country.
2) It is its packaging (tetra packs) which has given Frooti an edge over the competitors products.
1) Market Competitive and local variants in the market.
2) Non uniform price structure across the country.
3) The demand for local raw material is subject to fluctuate which in turn leads to variations of quality input.
1) Can enter a market with different flavours under the same brand name.
2) Can enter a global market with a good reputation.
3) Have the opportunity to collaborate with foreign brands in order to obtain a larger customer share.
1) Competitor’s products are widely available across the country.
2) Marketing and advertising cost is also rising which making difficult for Frooti to get eye catching consumers.
3) Competition with MNC is causing Frooti not be a brand leader.
Figure 2.1 The SWOT Analysis of Frooti. (Field research)
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The macro environment is totally in contrast with micro environment, they are
the company external factors which influence the marketing decision of the
company. Here is an example given in the diagram which tells us that which is
the external factors and the internal factors which influences the decision making
of the Parle Agro’s Frooti.
Figure 2.2 The Company’s Macro Environment of Frooti (Field research)
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unforseen circumstances occur like no rain during mango season or else early spells of thunder showers ruining the crops and as well the fields.
various kinds of machinery been produced in the market for faster production therefore Frooti may face the problem of upgradtion as well as staying competent.
if the production of mangoes goes deficit, then the prices of mango increase which in turn leads to Frooti paying more high cost in purchasing mangoes
The age group which is affecting Frooti at present is 4-12 years i.e. children due to the change in the fashion trends. which is making them to opt for competitors products.
Demographic Economic
Natural ForcesTechnologic
al
2.1 What is Segmentation?
A market segment is when a market is divided into sub-groups of potential
or actual customers who share similar needs/wants, characteristics, or buying
behaviour. These sub-groups are not divided by the supplier/ marketer, instead
they already exist. They just need to be recognized and differentiated.
When such groups are identified by suppliers and are marketed by different
products and services, it is known as market segmentation. There are many
bases on which a market could be segmented. Such as:
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioural segmentation
While providing the customers with a service, it is important that the customers are at present or around the delivery point in order to receive the service.
While segmenting a market demographically, on the bases of Age, Gender, Family size, Occupation, Education, Religion, Income, Social class.
On the basis of the lifestyle, personality characteristics and social class factors taking into consideration.
It is based on the usage rate and loyalty of the customers
Figure 2.3 The Table of Different Ways of Segmenting. (Field research)
2.2 Frooti’s Segmentation?
There has been no general acceptance of the product forms in fruit
beverage market. The consumer is basically concerned if it is a fruit juice or
synthetically constituted product. Product segmentation, therefore, should be
clearly delimited. The entire segmentation exercise for Frooti product is indeed
driven by these variables.
Under the fruit drink the first segmentation is between real fruit and synthetic
drinks. The real fruit drinks are based on natural fruit pulp or juice whereas the
synthetic drinks are synthetic products with fruit or other flavours.
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FROOTI'S Dimensions of Segmentation
Real versus synthetic fruit DrinksTaste and Fruit Pulp PreferencesBenefits extendedPsychographicsDemographicsPlace and situation of use
40% of Real vs Syn-thetic
20% of Taste & Fruit pulp
14% of Benefits Exten-ded
8% of Pscho-graphic
9% of place and Situation of use
Figure 2.4 The Frooti’s Dimensions of Segmentation. (Field research)
A broad taste preference seems to be another way to define market. The market
is at present also segmented on the basis of fruit pulp content. For the purpose of
segmentation, on the basis of fruit pulp content, market can be segmented as
comprising Fruit juice with pulp content more than 80%. Another segment can
Fruit nectar with pulp content between 40% to *0%. Third section comprises
fruit drinks with pulp content less than 40%.Segmentation at Parle seems to be
influenced by benefits provided to the consumer. One benefit could be the
nutrition content it gives to the consumer so one market could be the health-
conscious segment. Second benefit is thirst quenching, so the other segment
could be those buying the drink or nectar for satisfying the thirst.
Another very broad segmentation is based on the type of situation in which the
drink or nectar is used. People who are on the move i.e. outdoor use e.g. those
travelling.
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9% of demographic
People who are using it on the breakfast table as a part of their menu i.e. in
house use.
Demographic is another way to segment the existing and future markets for
Frooti. The brand’s consumer section is broadly divided into two segments –
primary segment, consisting of children in the age group of 4-12 years and
secondary segment, consisting of all adults who love fruit based non
carbonated drinks.
Psychographic division might have also been considered. The youth segment
was targeted with sub- segment – Pre-teens (9-12), Teenagers (12-15), above
teenagers (16-19). These are new impulse category.
2.3 What is Targeting?
When a firm finishes segmenting a market, they get many opportunities
from which the firm has to decide which segments it can serve the best and are
the most profitable. Thus, market targeting is when the firm decides to choose a
set of buyers who demand for a similar product.
Once the market has been segmented and well identified, Parle Agro Frooti’s
brand should check if they will be beneficial to serve the selected segment or not.
The DAMP methods (discernible, accessible, measurable, and profitable) are
used to benchmark the capability of the target market. (Strategic management
book second edition by Alex Miller and Gregory G. Dess)
- Discernible – how to differentiate the selected segment from other
segments.
- Accessible – how can a segment be accessed through market
communication.
- Measurable – will the segment be quantified and the size of the segment
determined.
- Profitable – will the serving of that segment be profitable.
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2.4 Frooti’s targeting strategies?
Target market for Frooti constitutes the Recreational purpose, fitness; Health;
Lifestyle and Sports.
The Primary market comprise the kids – Fond of fruit juice; Teens – more
experimental; youth- experimental and more buying power; Working people;
Housewives; and the elderly people.
Whereas the secondary market revolves around Travel industry- Airlines,
Railways and local transport systems; Recreational places like- Movie theatre,
Malls etc.
Below are the two Pie chart diagrams both of Primary market and as well as the
secondary market respectively, which will helps us draw a proper conclusion on
how Parle Agro Pvt ltd’s Frooti brand does.
Figure 2.5 The Pie Chart of Primary Market Elements of Frooti in B2C segment. (Field research)
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Primary Market Elements of Frooti
Kids - 1-10
Teens - 10-16
Youth - 18-25
Elderly - 40 & above
45%
32%
19%
4%
35%
22%
23%
20%
Figure 2.6 The Pie Chart of Secondary Market Elements of Frooti in B2B segment. (Field research)
2.5 What is Positioning?
Kotler (2008) says the way a product is defined by consumers on
important attributes – the place the product occupies in consumers’ minds
relative to competing products is known as the product’s positioning.
In marketing, Positioning has come to mean the process by which marketers try
to create an image or in the minds of their target market for its product, brand or
organisation.
“Products are created in the factory, but brands are created in the mind”. This is
said by a positioning expert.
The statements mentioned above explains that while positioning your product,
Parle Agro’s Frooti brand must focus on the way the customers are likely to think
about the product.
2.6 Parle Agro’s Frooti’s Positioning?
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Secondary Market Elements of Frooti
TravelTransport JunctionsRecreationBusiness places
Frooti’s positioning relates to how its service is positioned in its
consumers’ minds. So therefore Frooti Ads are no longer just to create buzz, they
are created keeping in mind a long term brand vision.
Al Ries and Jack Trout consistently observe that Positioning is what you do the
mind of the consumer. (Positioning: the battle for your mind New York:
McGraw- Hill, 1981). As such positioning exercise intends to create awareness
regarding what does Frooti as mango drink, mean to the consumer and how is it
different from that of competitors. It seeks to strengthen own current position and
grab an unoccupied position between fruit juice and their hygienic availability.
Packaging – Frooti in tetra pack, which retains the freshness and nutritious value
intact.
Figure 2.7 The Positioning of Frooti brand. (Field research)
The other way Parle Agro’s Frooti’s brand can position their product is by the
value analysis.
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Creating the Positioning Push of Frooti in B2C
Multi Channel AdvertisingDifferentiation ElementsUse of Product LaddersLocal Solutions
40%
35%
20%
5%
There are 3 factors which needs to be considered in preparing value analysis by
Parle Agro’s Frooti brand they are as follows:-
1. Appearance (aesthetics).
2. Performance (function).
3. Economy of manufacture.
Appearance (aesthetics)
Performance (function) Economy manufacture
Figure 2.8 Demonstrate the Diagram of Value Analysis. (By Peter Stimpson)
The appearance aspect is very important for Frooti as they are into the
manufacturing industry and because of “the first impression is the last
impression” it becomes vital for them to have a luxurious appearance of their
Products in order to create a lavish impact.
Along with the Appearance, the economy of manufacture is important to Frooti as
brand because it will help to them to know the taste of the product, raw material
(Component) are good or not because if it’s improper than it will affect the brand
of the product.
“Philip Kotler (1965) in a book of marketing insights states that Consumer
behaviour refers to the mental emotional process and the observable behaviour
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of consumers during search, purchasing and post consumption of a product or
services.” This means that the consumer behaviour studies include how people
buy, what they buy, when they buy, why they buy and what is their reaction after
the product is being purchased. It also takes into the account the essential
elements like psychology, sociology, anthropology and economics.
The factors that affect the consumer buying behaviour are as follows.
1. Geographic factors (These Geographic factors might include different
regions of the country) Parle Agro needs to keep in mind the different
types of consumers taste and fashion, so therefore needs to keep a
track of different types of taste and the purchasing habit in the different
states of the country.
2. Demographic factors (These factors include Age, Gender, Family size,
Religion, Income, social class). This one of the factors that majorly affects
Parle Agro’s Frooti because firstly there is a change in the consumer
buying habit i.e. taste, fashion and the disposable income of the person
which is making consumers opt for the another product. Therefore in order
overcome the problem as stated above Parle Agro should continuously be
in touch with customers so that they can keep a track on the trends in the
market. Also the other reason which is affecting is that, in some state of the
country like Madhya Pradesh, Jammu & Kashmir etc has seen a trend in
an Ageing Population of above 60% which affecting Frooti therefore
Frooti should come out with newer variants so that it suits that can
kind of Population like Health conscious products, sugar free content
for diabetic patients, multi grain flavour and even vitamin flavour
which will suit the older people.
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Figure 2.9 Illustrate The Overall Model of Consumer Behaviour.
Business buying behaviour is the decision-making process by which formal
organizations establish the need for purchased products and services and
identify, evaluate, and choose among alternative brands and suppliers.
Organizations could be corporate, manufacturing firms, Service firms,
Institutional & Government markets.
Figure 2.10 Explain The Factors That Affect Business Buying Behaviour.
The factors which affect business buying behaviour are as follows:-
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Overall Model of Consumer Behaviour
Self-Concept&
Learning
Decision Processes
External Influences
Internal Influences
Culture
Subculture
DemographicsSocial statusReference groups
Family
Marketing Activities
Perception
LearningMemory
Motives
Personality
Emotions
Attitudes
Problem RecognitionInformation SearchAlt Eval & SelectionOutlet select & PurchasePostpurchase Processes
ENVIRONMENTALLevel of demand Economic outlookInterest rateRate of technological changePolitical and regulatory developmentscompetitive developmentsSocial responsibility concerns
ORGANIZATIONAL
Objectives
Policies
Procedures
Organizational Structures
Systems
INTERPERSONAL
Interest
Authority
Status
Empathy
Persuasiveness
INDIVIDUAL
AgeIncome Education Job positionPersonalityRisk attitudesCulture
BUSINESSBUYER
1) Interest rates: - This is one of the factors which have affect Parle Agro’s
Frooti over the years. The reason why interest rate is affecting is because it is
making difficult for Parle Agro to buy their raw materials from their suppliers.
2) Competitive developments: - Competitors in fruit juiced segment has
emerged successful in competing with other existing brands. Like for example
the main competitor of Frooti are Real juice and Tropicana which have kept
Frooti on it toes for a quiet a few years. Therefore in order to eliminate or to be in
the line with a competitor Frooti needs to constantly review their marketing
strategies and comes with newer variants or increase their market share so that
Frooti remains competitive with other competitors. The other factors that affect
the overall consumer and business buying behaviour are as follows:-
Factor Consumer buying behaviour Business buying behaviour
Demand Direct demand from consumer, for Frooti
Derived or a joint demand
Customer Buyer and user are same i.e. target consumer for Frooti like teenagers, youth and kids.
Not the same as the target consumer for example here the consumers for Frooti will be other major Fruit juices industries.
Specifications General, as in what the Frooti manufactures for the consumers.
Customer specifications i.e. as per the requirements of other major fruit juices industries.
Services support Only for consumer durables goods for my product Frooti.
Critical and included in buying specifications
Customer characteristic Mainly based on image of the retailer stocks up the product (Frooti).
Based more on the performances of the product (Frooti).
Quantity purchased Low High
Demand Elastic Inelastic
Pricing Consumer are often price sensitive so low prices
Competitive bidding takes place
Intermediaries Long with middle men Short and direct
Figure 2.11The Factors Affecting the Two Different Buying Situations
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Critical Analysis: - Parle Agro’s Frooti has reached its objectives of STP in
urban areas of the country; as a result the STP of Frooti has been stagnated for
past few years. However according to the author, Frooti should revise their STP
and tap a totally different segment that is Rural Areas and bring some innovation
in the approach of marketing by adopting Ansoff’s matrix for their market
development strategy where they will come to know potential growth
strategies. Keeping in mind, that people in rural area are very sensitive in
tasting; pricing the product so therefore Frooti should have a proper market
research report in place, to know what demand for their product is.
Figure 2.12 Demonstrates Ansoff’s Matrix of Frooti
Parle Agro should revise their segmentation, targeting, and positioning in order to
be the market leader they need to tap this market.
For example their segmentation in the rural areas (developing cities or areas
in the country) might be geographic segmentation because this will make
consumers aware that Frooti as a product is existing in the market. And for this to
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Newer variants for ageing population like Sugar free juice
The original variant i.e. Frooti with bit of new innovation like different flavours.
Tapping the rural market as a new segment.
Amalgamation in B2B sector
be done Parle Agro’s Frooti should be present at the delivery point where
customers frequently visit.
Whereas their Targeting strategies might be mostly, targeting health
conscious segment as well as the primary market which consists of
underprivileged students and the working people (farmers). However they
should try to do innovative styles of packaging which will catch the eyes of the
consumers with promotional schemes like “Buy 1 gets 1 free” etc. Therefore
Parle Agro should keep in mind that, as first impression is the last impression
they should try to fulfil all the needs and wants which are demanded by the
consumers.
Figure 2.13 The Market Mapping Chart.
Then comes the positioning factor for Parle Agro’s Frooti where in rural areas it
should be position on the basis Appearance, Performance, Economy of
Manufacture. Therefore Parle Agro should position their product in such a way
that whenever consumers demand for a fruit drink, then preference of choice
should Frooti rather than the competitor’s products like Real juice, Onjus etc.
The other way positioning the Frooti in Rural areas is by adopting product
positioning chart where it describes how new brands will relate to the other
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Low Price
Healthy image
Standard image
Frooti
Real JuiceAppy Fizz
Onjus
High Price
competing brands, for which Parle Agro’s Frooti should adopt market
mapping chart.
3. Identify and analyze the individual elements marketing mix, applied in
your chosen organisation?
The extended marketing mix includes seven main factors to take into
consideration in order to satisfy the customers’ needs profitably. These factors
are:
Figure 3.1 Different Types of Marketing Mix.
The Frooti’s extended marketing mix strategy:-
Product:-
Kotler , the marketing guru clearly observes that in order to be market leader,
watch the product life cycle; but more important, watch the market life cycle.
Kotler (2004) suggested that a product should be viewed in three levels:
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Product
Price
Promotion
PlacePeople
Physical evidence
Process
Level 1: Core Product. What is the core benefit your product offers? Customers
who purchase a Frooti tetra pack are indeed purchasing more than just that.
They are buying “health”.
Level 2 Actual Product: it promise health drink and as well thirst quenching
product for the customers. The aim is to ensure that adding features and benefits
to ensure that their product offers a differential advantage from their competitors.
Level 3: Augmented product: What additional non-tangible benefits can you
offer? Competition at this level is based around after sales experience, delivery
and so on.
Figure 3.2 Frooti’s Product Hierarchy. (Field research)
Package:-
Parle treats packaging as an element of product strategy. The obvious
advantage in case of Frooti as product offering is it’s tetra packaging which
retains and sustains the freshness and nutrition of the contents .Rising consumer
affluence means that consumers are willing to pay a little more for the
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Augmented Product
Delivery and credit to Wholesalers and retailers in stocking their product. Or else Frooti should come out with soft toys for small kids like batman, Barbie when purchasing Frooti etc.
They can provide refrigerator to wholesaler and retailers to stock their product in line Pepsi and other competing brands.
Actual ProductTetra Packaging Brand name “Frooti”
Design – PET bottles and different kind’s tetra packaging like triangles
Core Product – Frooti is a healthy product.Nutrition – Fruit mango and pulp of
FrootiPromotion &
Marketing strategies Consumer
convenience, appearance, dependability, and prestige of better packages(7Ps-
extended marketing mix, retrieved march 6th from http://www.12manage.com)
Frooti since its commercial launch continues to reap the advantages of tetra
packaging for preserving the nutrition .The mass packaging is supported by PET
packaging.
Promotion mix:-
Modern marketing of Frooti is more than just developing a good health product,
pricing it attractively, and making it available to target customers is equally
significant. Parle agro consistently communicates with its customers. Parle uses
a specific mix of advertising, personal selling, sales promotion, and public
relations a company uses to pursue its advertising and marketing objective.
Therefore it will help them to obtain higher market share as well it will them to
enter a totally different market with different customers and also it will them
create brand image worldwide which are its marketing objective.
Communication tools
Advertising
Advertising has so permeated everyday life that individuals can expect to be
exposed to more than 1,200 different messages each day (Advertising:
Definition, 2007).
Frooti is extensively using above the line promotion like TV, Magazines, Internet
etc for which Frooti has gain a larger customer base and as well as remind the
existing customer to repurchase the product. Frooti are using pull strategy for
which their consumers are willing to buy their product.
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Figure 3.3 Prove the Pull Strategy Used By Frooti. (www.marcleshay.com)
Price:-
The Frooti has taken these factors into consideration when deciding a price.
These are as follows: cost of production, competitive conditions in the market,
competitors’ prices, business and marketing objectives, price elasticity of
demand and last whether it is a new or an existing product. Therefore in India,
Frooti has developed different pricing strategies for different regions over
the years, for instances like in metro cities Frooti has develop a penetration
and competitive pricing for which they have survived for so long and in
rural areas they have set price value base pricing. This is show that Frooti are
keeping in mind that as they want to attract a larger customer base they are
using different pricing strategies for different level of income groups that is
according to the standard of living of the people in each region.
For example if we take into consideration metro cities like Mumbai for 1 litre PET
bottle they charge Rs 28 and for the same 1 litre PET bottle in rural areas they
charge Rs 15 which clearly shows they are using different pricing strategies for
different regions.
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Maharashtra Karnataka Delhi West Bengal0
5
10
15
20
25
30
Pricing in the Urban Areas of the state
Pricing in the Rural Areas of the state
AD Campaign
PULL STRATEGY OF FROOTI USED IN THEIR PROMOTION.
Demand
Company’s Manufacturing Facilities
Franchises Stockiest Agent
Retailer
End User
Distributor
Figure 3.4 The Different Pricing Strategies of Frooti. (Field Research)
Place:-
Thus the most vital part of marketing mix strategy the Place because after
making all the product, then promotion and pricing the final needs to be
distributed to end user that is consumer. Currently Frooti places their product in
the typical college going crowd hung out at canteens, Bus Stops, Railway
platform, Restaurants and movie theatre. Below is the Distribution chart of Frooti.
Figure 3.5 The Distribution Channel of Frooti.
People:
This mainly includes the staffs that are employed by Frooti and their training in
order to provide a healthy product for the customers. For example, Frooti’s
employees must be well trained, in order to produce a product of Frooti and also
the wholesalers and retailers should know what are the ingredients are there and
required languages and presentable in order to easily communicate with the
customers that arrive. Parle Agro’s Frooti should also consider motivating the
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staff to ensure that they provide non Zero defected products to the customers in
order to keep the customers in touch with product.
Physical evidence:
Physical evidence is basically the way Frooti presents its products to the
customers. For Frooti, it is very important to have a high – end and luxurious
impact on its customers and thus they have reached, every hotel, railway, bus
stops, malls and small retail outlets and last the most important college canteens
where their target are easily available of Frooti is equipped with the latest
products and flavours shows that physical evidence of extended marketing mix is
achieved.
Process of service delivery:
These are the procedures and mechanisms and the flow of activities through
which the customers of Frooti consume its services. The flow of activities for
Frooti could be:
- checking of raw materials
- Sufficient materials in making of the product.
- making of the product
- Distribution of the Frooti product through various regions, area etc (wholesaler
and retailer)
- serving the end user with best packaging and as well as a nutritious product.
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Critical Analysis: - According to the author, out of the 7P’s Parle Agro’s Frooti
needs to work upon the People as its one of the 7P’s because the employees
are not well trained enough to produce non Zero defected product, as well as
the communications skills are also weak so therefore have the difficulty in
communicating with its (Sales Forces like) customers, retailers, wholesalers.
Therefore in order to overcome the problem stated above Parle Agro’s Frooti
needs to train its staff at such a level where there are no defected products (juice
content) being produced as well as no communications problems are faced by
Parle Agro’s Frooti with its suppliers and as well its potential consumers when
buying the product.
Whereas at the other end they have exceedingly done well in their other P’s like
packaging because they (Parle Agro’s Frooti) were the first ones to introduce
Tetra packaging technique as well as PET bottles in place, which has caught the
consumer’s perception, “that whenever they wish to have any Fruit juices drink
then first thing that comes into mind is Frooti because of it is easy accessible to
carry for the consumers”.
It is packaging that has helped Frooti to survive in this competitive market and
has emerged as No.1 fruit drink product.
Even their Pricing Strategies has helped them to reach their marketing objective.
Using different pricing strategies, “that is Competitive and value based pricing”
for Urban and Rural areas respectively.
But according to the author Frooti should adopt Geographical base pricing
because as they have reached the most distant place of the metropolitan cities
they should charge higher price to distant customers to cover shipping cost or
lower prices to win the additional business for the company.
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Q.4) Apply the extended marketing mix to different marketing segments
and contexts (especially international markets)?
The on-going worldwide globalization, liberalization of trade, innovation in
logistics and transportation, as well as advances in communication and
information technologies continue to erode the barrier of geographical distance
between B2B companies in different countries. This implies that B2B companies
should always pursue global branding in their market offerings. Adapting or
standardizing the distribution channels depends on several factors which are the
customer, the culture and the product. “James C. Anderson and James A. Narus,
(2006) Business Market Management: Understanding, Creating, and Delivering
Value, pp. 15 and 213.” The Frooti as a product has reached globally too many
Continents like Asia, America, Asia oceanic etc. Frooti has specifically targeted
Africa as their global market because statistically proven in “Mckinsey Global
Institute (2009) Sizing Africa’s business opportunities [online] (updated on 25 th
July 2010) available at: http//www.mckinseyquartely.com [Accessed 24 October
2010].
The reason Parle Agro’s Frooti choose Africa as their extended marketing
because they have the large opportunities in consumer sectors. Secondly the
Africa’s growth acceleration resulted from more than a resources boom. Arguably
more important were government actions to end political conflicts, improve
macroeconomic conditions and create better business climates, which enabled
growth to accelerate broadly across countries and sectors.
The recent survey conducted by Mckinsey global institute shows the Africa’s
growth was widespread across different sectors.
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Resources
wholesale and retail
agriculture
telecommunications
Manufacturing
Financial intermediation
Tourism
Real estate
0 1 2 3 4 5 6 7 8 9
compound annual growth rate
compound annual growth rate
Figure 4.1 The Compound Annual Growth Rate of Africa.
Rather than services Parle Agro’s Frooti provides high quality product to their
customers. Frooti has wide range of product portfolio to attract various segment
groups of consumers. For last 25 years Frooti as a product has created a name
for itself and a market various products. The foundation for expansion was
focusing on total health and nutrition content and develops a product which is
based on customer perception.
Price was the key factor that helped Frooti for its success of their affordable price
for customers in Africa because their special offers like giving 25% extra content
in their PET bottles and giving 1 per 1 free to its customers.
The way of Frooti’s promotional strategy they have build a wonder world in
customer mind. Their approach to commercial establishments like offices,
factories, and other small enterprise has gained a lot of consumer interest in
Africa consumer and business sector segment. The giving vouchers to other
commercial establishment are another promotional way for travellers. And also
their online webpage is more attractive an effective way of advertising. Frooti way
of reaching out to the customers and introducing new products to the customers
is an effective one. From holiday makers to business people in Africa (broachers,
website or leaflet), the products Frooti provide are clearly mentioned and
categorized in an attractive way.
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Figure 4.2 The 7P’s of Frooti in Africa.
Critical Analysis:-
One of the major changes which Parle Agro has done in its marketing mix
strategies (Internationally) in Africa (Congo) market is it product as well as
price and promotion. They have largely emphasised on this 3 P’s is because
firstly in Congo the people there are very sensitive in trying new products so
therefore Parle Agro’s Frooti has maintained its Nutrition Value content in Tetra
packaging (the reason being that Africa (Congo) market is one of the developing
market and there no such fruit based products available in the Congo market)
with utmost attractive design and shapes which has caught the eyes of the
consumers. Secondly their pricing has changed, in comparison with India, Parle
Agro charges Rs 28 for 1 litre of PET bottle and Rs 10 in Tetra packs, but
whereas if we see in Africa (Congo) Market they have their pricing Strategies as
per the different social classes present in the country and also Parle Agro’s Frooti
have taken into consideration the rate of inflation in the country also taking
into consideration per capital income of the population.
Also they have specifically used both above & below line promotion to reach its
consumers.
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Extended marketing mix
Product.Providing high quality.
People.Its youth, teenager, kids.
Place.African region: - Congo, South Africa. Etc
Process.From exporting to reaching the target consumer
PriceAffordable price for the consumer.
Physical evidence.
To provide a health product.
PromotionOffer vouchers, leaflets.
5. Please provide Recommendations for Frooti?
Frooti in Others Flavours Now, the most striking fact is that Frooti is
available in Orange, Strawberry and Pineapple flavours in selected cities in
Maharashtra like Mumbai and Pune.
PLACE:-
Retail chain of NCSD in India
To capture the huge unorganized sector, Frooti should be promoted as a
retailing chain outlet in India on the lines of Barista which is in the retailing of
coffee.
This outlet should contain all the variants of Frooti in different flavours and
quantities and it should also be served in glasses.
Also, this outlet can be used to provide fresh fruit juices in various flavours at a
very reasonable price. This move will help Parle to capture a major chunk of the
huge unorganized sector which is more than Rs 500 crore.
But, this is a highly risky move and requires lot of capital so; Parle should first
experiment by opening a few outlets.
PROMOTION
The nutrient content of Frooti should be highlighted on the package so that
the consumer can become more aware and perceive Frooti as a Health drink.
The quality standard of Frooti should be approved by a reputed authority or
organization (like ISO series) and this be promoted.
Taking the cost consideration into account, Parle Agro can go for more
distributor and retailer margins, as by getting more margins the retailers and the
distributors will promote Frooti more efficiently. It should also provide more
consumer schemes.
Parle can also promote Frooti by providing various offering like. For this Frooti
should project its brand ambassador.
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Conclusion:-
Parle Agro (Frooti) is one of the leading food and beverage organisation based in
Mumbai in every consumer minds. They have use many attractive and intelligent
ways of orientation, market research, their market segmentation, targeting and to
their positioning, to their marketing mix and the environment to attract their
customers.
Frooti is a market orientated product which means that according to the
consumer’s needs and wants it produces its product. Frooti has 75% market
share in Fruit juice based product and is the market leader in fruit juice
segment.
Frooti’s strategy is to make their product available anywhere and wherever.
Frooti has segmented it’s product on the basis of Demographic, Geographic and
Psychographic and has successfully achieved its objective over the years by
using this type of Segmentation. Frooti has always been positioned as a drink for
kids but now the company has position it as a drink for the youth, especially, the
college going teenagers and their attractive “Tag Line why grow up” has
convinced the consumers that Frooti is not only for Kids, Youth & teenagers but
for everyone.
Parle Agro’s Frooti focuses more on product, packaging, pricing and process out
of the 7Ps. There are varieties of packaging (of Frooti) made available to
consumer from lower to premium range. Packaging is another aspect for Frooti
as the appearance of the product will make the consumer attract and buy.
Frooti in India and Africa (Congo) are different as from the product to process. In
Africa (Congo) they have specifically aimed at “Pricing, Product and Process”
and have successfully reached in the consumer’s minds.
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1. Genero : interactive marketing & technology, 2007
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marketing. Third European Edition. Prentice-hall, Harlow: Pearson
education limited.
4. James C. Anderson and James A. Narus, business market
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and 213.
5. Doyle p., Stern P., (2006), marketing management and strategy,
prentice hall.
6. Kotler, P. and G. Armstrong, Marketing: An Introduction. Third
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10.7 Ps of marketing – Healthcare Success Strategies, Retrieved from
http://www.healthcaresuccess.com/articles/the 7-ps-of-
marketing.html
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http://www.12manage.com/methods booms bitner 7Ps.html
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13.http://www.kraftinteractive.net
14.http://www.marcleshay.com
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