Saturday, February 27, 2016

5 March - NRUTube Management Video Lecture Theater

Topic: Innovation

Innovation: Coming out with new way to do business - design - production - marketing - distribution - service.  Innovation provides solution to unmet needs of current and potential consumers. Innovation needs creative thinking. The creative thought needs to be implemented by solving various difficulties that crop up during execution of plans.

Jeff Dyer, professor at Brigham Young University's Marriott School of Management and coauthor of "The Innovator's DNA," outlines the four ways leaders come up with their great ideas.



Harvard Business Review upload
Uploaded on 15 Jul 2011



2 March - NRUTube Management Video Lecture Theater

Managing Product Lines and Brands




Marketing Strategy for New Industry Products



Friday, February 26, 2016

27 February - NRUTube Management Video Lecture Theater

Some people have to become entrepreneurs. People with a keen eye to identify opportunites and come out with innovative solutions that offer products and services that are not available to people as per their desires.

Lectures in Entrepreneurship: Norman Bodek

Published on 15 Apr 2012

In 1979, after working for 18 years with Data Processing companies, Norm Bodek started Productivity Inc. - Press by publishing a newsletter called PRODUCTIVITY. At the time, he said he knew virtually nothing about the subject and had spent very little time in manufacturing facilities. But, he quickly became fascinated with the subject and went to Japan to discover the processes that was making Japan the world leaders in quality improvement and productivity growth.

in the last 28 years, gone to Japan 72 times, visited more than 250 plants and published more than I00 Japanese management books in English. As a fortune cookie once told him: "You have the talent to discover the talent in others."

Mr. Bodek said his claim to fame is that he found amazing tools, techniques and new thoughts that have revolutionized the world of manufacturing. He has met Dr. W. Edwards Deming, Dr. Joseph Juran, Phil Crosby, Dr. Kaoru Ishikawa, Dr. Joji Akao, Mr. Taiichi Ohno, Dr. Shigeo Shingo and many other great manufacturing masters and published many of their books in English.

Each person he met gave him a new perspective on continuous improvement. Mr. Bodek was one of the first to find and publish books, training materials and run conferences and seminars on TPS, SMED, CEDAC, quality control circles, 5 S, visual factory, TPM, VSM, Kaizen Blitz, cell design, poka-yoke, lean accounting, Andon, Hoshin Kanri, Kanban, and Quick and Easy Kaizen.

Mr. Bodek, who was once called "Mr. Productivity" by Industry Week Magazine and "Mr. Lean" by Quality Progress Magazine, said his most powerful discovery was the way Toyota and other Japanese companies opened the infinite creative potential often lying dormant inside every single worker.

When you unlock this hidden talent people become highly motivated and actually love to come to work," he said.

Mr. Bodek founded the Shingo Prize for Operational Excellence at Utah State University with Dr. Vern Buehler and is one of the few to be personally awarded the Shingo Prize.


Jon M. Huntsman School of Business

Lectures in Entrepreneurship: Eric Jacobsen

Uploaded on 7 Feb 2012

Eric received a bachelor's degree from Stanford University. He has started, acquired and sold multiple companies. He was the founder and CEO of TNT Sound which was sold in 1983; vice president of MECA Software which went public and was sold to H&R Block in 1994; and founder and President of Home Financial Network which was sold to Sybase in 2000. Early in his career, he was an investment banker with Smith Barney. As a cofounder of Dolphin Capital, Eric has been involved in the acquisition of numerous companies. He has served as CEO of Winder Farms, and sits on the boards of Ragnar Events and Dynamic Confections. He also chairs the board of the Park City Education Foundation.


Jon M. Huntsman School of Business
Jon M. Huntsman School of Business

8 March - NRUTube Management Video Lecture Theater

Marketing Communication: Channels and Promotion Tools - YouTube Videos

Integrated Marketing Communications

Strategic Marketing - Contemporary Issues by Prof. Jayanta Chatterjee,Department of Management,IIT Kanpur.For more details on NPTEL


Advertising - YouTube Videos


Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor (Kotler).

Advertising is aimed at a target market and buyer motives have to be considered in developing the advertisement strategy or program.

Five Major Decisions in Advertising

Five major decisions are to be made developing the advertisements.

Mission: the objectives of the advertisement

Money: how many needs to be spent or how much can be spent?

Message: What is the message to be sent to get the desired response?

Media: What media should be sued?

Measurement: What are the evaluation criteria for results of the advertisement?

These five decision are known as Fives Ms (5 Ms) of advertising.


Coca-Cola VP Jonathan Mildenhall's Guest Lecture on Creative Excellence

Uploaded on 11 May 2011
Coca-Cola's VP of Global Advertising Strategy & Creative Excellence and MMU graduate, Dr Jonathan Mildenhall, gave a guest lecture at the MMU Business School entitled 'A Manifesto for Creative Excellence at the Coca-Cola Company'.

In this video Dr Mildenhall talks about how Coca-Cola approaches brand communication strategy and creativity across its global brands.


Manchester Metropolitan University

Advertising, Marketing, and Public Relations: On the Rise

Uploaded on 14 Mar 2011
Who came up with those Apple commercials with the dancing silhouettes? How did the Coca-Cola polar bears campaign go from conception to completion? Get an insider's look at the Mad Men of advertising who come up with your favorite ads and market your favorite products. Hear from employees at major players in the traditional advertising industry and product managers who lead marketing and research for major brands. This year's "On the Rise" is designed to help you explore a career in advertising, marketing and public relations and uncover the paths you can take after graduation. Panelists will be discussing the industry, current work and future trends they see becoming popular. There will also be time set aside to answer your questions about advertising, marketing and public relations.

This panel was filmed as part of Taking the Next Step 2011



The University of Chicago

1 March - NRUTube Management Video Lecture Theater

Marketing Strategies for Challenger Firms  - YouTube Video Lectures


Firms that are not market leaders in their industry or product category are trailing firms. One or two of them could be close competitors to the market leader and they can be termed as runner-up firms. These firms can take the role of challengers when they make aggressive efforts to further their market share or they can be termed followers when they keep quiet and maintain their market share.

There are successful trailing firms which challenged and became industry No. 1 firms. Canon is one such example in copiers. Toyota is now the world No. 1 company in automobiles; it displaced General Motors.

The challenger companies have to attack the leader, other comparable firms, and smaller firms in their bid to gain market share.

Attack has a greater probability of success when there is customer dissatisfaction with the current leader. There is a gap in the market which the leader is not serving. Comparable firms can be successfully attacked when they are underfinanced and are charging excessive prices and customers are showing dissatisfaction. Similarly, underfinanced smaller firms can be attacked to gain market share.

With each attack, the challenger may hope to gain a reasonable increase in its market share.


Challenger Marketing: Succeeding In Today's B2B Battleground
Published on 21 May 2014
Brent Adamson, co-author of "The Challenger Sale," kicked off the 2014 Content2Conversion Conference for B2B marketers by introducing the concept of challenger marketing. In this session, Adamson challenged marketers to rethink content marketing and lead generation by leading with commercial insight.



More on the C2C Conference:

CEB - What the Best Companies Do

From challenger brand to No. 1
Published on 25 Mar 2014
The Big Rethink 2014 US - The 360° CMO
March 13th 2014 / New York, NY

What does it take to challenge the dominant brand in your category? In addition to a great product, you need a marketing plan with the courage to challenge the status quo. In this session, a CMO and his agency partner discussed what it takes for a brand to spark growth and innovation within a category, how to reshape the category and become No. 1, and how to hold onto the challenger brand mentality to maintain its leadership and no. 1 position.

Peter McGuinness
Chief marketing and brand officer, Chobani

David Droga
Founder and creative chairman, Droga5




Competitive Strategies for Followers and Nichers

28 February - NRUTube Management Video Lecture Theater

Analyzing Competitors


Raven tools

The Five Competitive Forces That Shape Strategy
Porter's explanation

HBR upload

Strategy of Market Leader

Samsung Case Part 3: Market Leadership
Uploaded on 21 Apr 2010
Reid Sullivan, senior vice president for Samsung Electronics, discusses Samsungs market strategy. He describes how Samsung's new 2View camera was successfully brought to market and transformed Samsung's position in the digital camera field.



Columbia Business School

26 February - NRUTube Management Video Lecture Theater

B2B Marketing - Organizational Buying Processes and Buying Behavior:  

B2B Buing Process


Shawn Burns, Global Vice President, Digital Marketing at SAP and Dan Barnicle, MD, SapientNitro, share SAP's Business-to-Business (B2B) Marketing Strategy at the Adobe Summit 2013. They explain how a shift has occurred in the business-to-business (B2B) marketing space making it time to rethink outdated notions of the B2B Customer

Experience. Learn how SAP is addressing today's digital marketing challenges and is optimizing customer experience by integrating Search Marketing, Content Optimization, and Social Media to effectively drive brand awareness, leads and sales conversions.



The Four Minute Mile & Its Implications for B2B Marketers
Google Small Business


Uploaded on 28 Oct 2011
Dr. Yoram Wind, Lauder Professor at the Wharton School of Business, examines some of the limits of the mental models of marketing and ways to expand our thinking to increase creativity and value.

Organization buying 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. (Webster and Wind)

Some of the characteristics of organizational buyers are:

1. Consumer market is a huge market in millions of consumers where organizational buyers are limited in number for most of the products.
2. The purchases are in large quantities.
3. Close relationships and service are required.
4. Demand is derived from the production and sales of buyers.
5. Demand fluctuations are high as purchases from business buyers magnify fluctuation in demand for their products.
6. The organizational buyers are trained professionals in purchasing.
7. Several persons in organization influence purchase.
8. Lot of buying occurs in direct dealing with manufacturers.

Organizational Buying Situations

Straight rebuy
In this buying situation, only purchasing department is involved. Thet get an information from inventory control department or section to reorder the material or item and they seek quotations from vendors in an approved list.
The "in-suppliers" make efforts to maintain product and service quality. The "out-suppliers" have to make efforts to get their name list in the approved vendors' list and for this purpose they have to offer something new or find out any issues of dissatisfaction with current suppliers and promise to provide better service.

Modified rebuy
In this buying situation, there is a modification to the specifications of the product or specifications related to delivery. Executives apart from the purchasing department are involved in the buying decisions. The company is looking for additional suppliers or is ready to modify the approved vendors list based on the technical capabilities and delivery capabilities.

New task buy
In this situation, the buyer is buying the product for the first time. As the cost of the product or consumption value becomes higher, more number of executives are involved in the process. The stages of awareness, interest, evaluation, trial, and adoption will be there for the products of each potential supplier. Only the products which pass all the stages will be on the approved list and price competition will follow subsequently.

Systems buy

Systems buying is a process in which the organization gives a single order to a single organization for supplying a full system. The buying organization knows that no single party is producing all the units in the system. But it wants the system seller to engineer the system, procure the units from various vendors and assemble, fabricate or construct the system.

Organizational Buying/Purchasing/Procurement Process

Steps in the Process
Problem recognition
General need description
Product specification
Supplier search
Proposal solicitation
Supplier selection
Order routine specification
 Supplier performance review

For more details
Organizational Buying Processes and Buying Behavior:

Topic 2

Market Segmentation and Selection of Target Segments

Market Segmentation and Positioning

 Dr. Sangeeta Sahney, Department of Management, IIT Kharagpur.


Azercell presented: Jack Trout - Positioning around the world


Published on 30 Apr 2012
Jack Trout - Positioning around the world
Presented by Azercell Telecom LLC
November 30, 2011

Target Market

Buyers for a generic product constitute a market. But different buyers may have different preferences for attributes of a generic product. A marketer may have to focus on a particular group of potential buyers for a product with specific attributes. This focus is termed as targeting. Market segmentation is the effort to isolate groups of potential buyers having similar preferences for attributes of a product. Instead of mass marketing a single product, segmented marketing is done at four levels: segments, niches, local areas and inviduals.

Markets can be segmented in a number of ways.

Market Segmentation

Two broad groups of variables are used to segment consumer markets. One group of variables is consumer characteristics. The other group of variables is behavioral characteristics. Behavior is consumer response in terms of  benefits sought or  occasions when the product is used.

Consumer characteristics used for market segmentation include geographic, demographic and psychographic characteristics.