How To Solve A Marketing Case Study From Scratch- Part I

This probably is the long and short of all the other chapters. In this chapter, we will discuss what are the types of cases that are asked in Marketing interviews and the Power frameworks which you NEED to master.

Let us start with the types of cases - 

New launch

This is the most common case where the company tells you that an  MNC is launching a new product. They would give you the name of the brand and category and then ask you to prepare the launch. Let us start with an example. Suppose in an interview the interviewer tells you that they are planning to launch Fabric Conditioner in India under the name Bonus. You have to tell them how would you go about the launch. These are the master steps for it - 

Step 1 - Understand what need the product fulfills for the consumer

All these answers are for you to think aloud and convince the interviewer. They check your thinking ability and consumer understanding. Let us assume you tell them that Bonus will fulfill the need of the consumers who feel that detergents spoil their clothes and the fabric, make them look old and the clothes end up smelling like soap. 

Step 2 - STP

We have already understood the details of STP. Now is the time to apply it. 

- Segmentation

The relevant segments are - gender, geography, age, income level, psychographics, etc.

- Target

Under this, you also decide if you want to have a full market coverage or multiple segment coverage or be niche (launch Bonus only for top load machine users).

Gender - Female.

Geography - Tier 1, 2 and 3 cities (Urban areas).

Age - 25 to 60 years (who either wash the clothes themselves or are the decision maker in the category).

Income level - Upper class, Upper middle class, middle class.

Psychographics - Wish to try out new products.

- Positioning 

Decide the key benefit that you want to offer from the following options - 

Anti-bacterial properties

Fragrance after washing clothes

Save water by improving fabric

Protect fabric, keeps them looking like new

Makes washing easier and faster

The positioning is decided on basis of Consumer Survey where in you get to know from consumers what exactly is their need (remember unstated, secret needs etc?) Once you identify a gap in their need and the present brands available, use that gap as your positioning.

Step 3 - Design the positioning

Once you have decided the positioning, you now need to design it and establish it. Under design, you need to do the following things - 

Evaluate competitive frame of reference - Check the attractiveness of the chosen segment (remember Porter’s 5 forces?), and check what your competitors are doing.

Establish POD and POP for your brand.

Plot a perceptual map to have 100% clarity on your positioning and to recheck that your offering is not same or similar to others.

Step 4 - Establish the positioning

Now it is time to establish the positioning. For this, you need to check where does your company or brand fall in the consumer buying and adoption process and then initiate promotion. For example, if Surf who already has an established brand name in detergents, launches a fabric conditioner, it doesn't need to work on generating awareness about the brand. With a new brand name, you need to start from scratch. Hence the steps for establishing are - 

Communicate category membership - drive the message on how do you fit the category - commercials showing fabric conditioner as an important step while washing clothes.

Communicate POD - drive the message on how you are better as a brand than competitors - lasts for 2 weeks on your clothes, washes more clothes, etc.

Monitor competition - you need to constantly monitor what your competitor like Surf Comfort is doing and plan your responses in context with that.

Hence this will help you establish the positioning.

Step 5 - 4Ps

4Ps is generally a detailed re-evaluation of all what you have done so far but it also includes fixing the price. Hence in this step, detail out -

All the characteristics of the product - translucent liquid, pink in color, comes in sachets, refills, and bottles, needs to be added in a separate compartment in the washing machine or in the final dip in handwash.

Decide the pricing strategy - Preferably launch in bundled pricing by giving it free with your detergent or any other related product

Decide the channels and regions to target - Place

Lastly, finalize the mode of promotion which is Step 6.

Step 6 - IMC

Once you know what to launch, when, where and at what price, you now need to figure out the HOW. Of all the 8 ways suggested in the previous video, choose the relevant modes. For example, holding a launch event for such a brand would be very low ROI. Hence, you should master using the advertising, social media marketing and mobile marketing tools. 

These are the 6 steps which can help you solve a case effectively. This is just an example and the details of segments or modes of communication will change the product, category, and company.

Restage or Relaunch

In such a case, you need to figure out only the changes that the company wants in the above framework. To analyze which areas it wants to change you need to politely enquire with the interviewer on which areas are they facing an issue in. For example, the interviewer tells you that the retailers and distributors are stocking their brand but still sales are falling, that means there is lower pull from the consumer and you need to work on the promotion side. In other cases, the company might tell you that consumer feedback is that they are buying competitor brands because your product is not available most of the times. Then it is a push side problem and you need to fix your Place. There are also cases where consumer feedback mentions dissatisfaction with the product itself or the price (too expensive). Hence, your analysis should focus on these areas.

Up Next

In the next video we will see the 3rd kind of case study asked.