![]() Identification of Opportunity – Market research and customer research is done to identify the needs of the customers that Brisk Lipton can cater to with its present and acquired resources.ĭesign and Testing – Product is designed based on the value proposition that customers are seeking and one that Brisk Lipton can deliver. These numerous ways to understand product concept provide marketing managers of Brisk Lipton an opportunity to differentiate its overall value proposition from that of the competitors.Ĥ Stages of Product Management as part of Marketing Process Value to the customers of Brisk Lipton can be delivered in numerous ways such as – word of mouth references, quality assuring brand name, priming and pre purchase education provided by sales staff, installation and repair services, convenience of availability, point of sale equity, financing plans to purchase the products, physical product etc. In marketing strategy, product is not viewed as a tangible product, but the source of value to be delivered to the customers. ![]() Products – 4Ps in Pepsi-Lipton Brisk Case Promotion (Communication Strategy of Brisk Lipton) – The emergence of social media and online advertising has changed the landscape of Brisk Lipton communication mix and communication strategy. Place (Channels of Distribution ) – Distribution mix of Brisk Lipton has taken a new dimension with the emergence of Online Retailing & domination of players such as Amazon.Ĥ. Price – Pricing strategy that Brisk Lipton is pursuing in various customer segments it is operating in.ģ. ![]() Product – The products Brisk Lipton is making or are in the pipeline to capture potential markets.Ģ. Jerome McCarthy consolidated the 12 elements of marketing mix and other critical component into a simplified framework – 4Ps of Marketing Mix.ġ. The 12 core elements of Neil Borden Marketing Mix are -ĩ - Marketing Research – Fact Finding and Analysis,Ĭonsolidation of 12 elements of Marketing Activities into 4Ps of Marketing Mix According to Neil Border, organizations blend the various elements of marketing mix into a marketing strategy that helps the organization to compete and developed a differentiated positioning in the market place. Neil Borden of Harvard Business School first used the term “Marketing Mix” to explain the set of activities that a firm uses to execute its marketing strategies. Marketing Mix of Pepsi-Lipton Brisk – Definition & Explanation Our immersive learning methodology from – case study discussions to simulations tools help MBA and EMBA professionals to - gain new insight, deepen their knowledge of the Sales & Marketing field, Marketing Mix factors, Products related decisions, pricing strategies and more. It also touches upon business topics such as - Marketing Mix, Product, Price, Place, Promotion, 4P, Customers, Decision making, Social responsibility. The Pepsi-Lipton Brisk (referred as “Brisk Lipton” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. Pepsi-Lipton Brisk case study is a Harvard Business School (HBR) case study written by Thales S. Related Areas : Customers, Decision making, Social responsibilityĮMBA Pro Marketing Approach for Pepsi-Lipton BriskĪt EMBA PRO, we provide corporate level professional Marketing Mix and Marketing Strategy solutions. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads and social) media.Ĭase Authors : Thales S. The decisions are: creative, media and metrics selection. To maximize their effectiveness, color cases should be printed in color.This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. Introduction to Marketing Mix Analysis - Product, Price, Place PromotionĮMBA Pro Marketing Mix 4P Analysis for Pepsi-Lipton Brisk case study
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