1. ELITE PRODUCTS

2. IKEA PRODUCT LINES/MIX/DEPTH
Exhibit 9
IKEA PRODUCT LINES/MIX/DEPTH

3. PRODUCTS STRATEGY Ansoff Matrix
Present Future
Product
Development
Market
Penetration
Diversification
Present
MARKETS
Future
PRODUCTS

4. Pulau Sambu Industry - KARA Marketing
Bandar Kinrara, Puchong. Malaysia

5. Coconut Products
110

6. PRODUCTS STRATEGY-B.C.G
Problem
Children
Star
Dog
Cow
High
RATE OF
GROWTH
Low
Large Small
MARKET SHARE
116

7. Campana Buffalo’s Mozzarella Cheese
DOC (Certified Origin Brand) and DOP (Certified Provenance brand EEC)
114

8.   BUFFALO MILK VERSUS COW MILK Lower cholesterol content - Significantly, the cholesterol content of buffalo milk is 0.65 mg per gram as compared to the corresponding value of 3.14 mg per gram for cow’s milk. More proteins - Animal bioassays have shown the Protein Efficiency Ratio (PER) value of buffalo milk proteins to be 2.74, while that of cow’s milk is 2.49, giving buffalo milk about 11.42% more protein than cow’s milk. More minerals - Buffalo milk is also superior to cow’s milk in terms of minerals, particularly calcium, iron, and phosphorus, which are higher by 92%, 37.7%, and 118% respectively than those in cow’s milk. More Vitamin A - Buffalos metabolize all of their carotene into Vitamin A, which is passed on in their milk. Source: Dairy India Book

9. MEAT NUTRITION FACTS Source: USDA data Species Fat Calories
Cholesterol
Saturated fat
(Buffalo
2.42 g
143 kcal
82 mg
0.91 g
Beef extra lean
16.33 g
256 kcal
84 mg
6.42 g
Pork
18.19 g
265 kcal
105 mg
5.15 g
Chicken*
3.57 g
165 kcal
85 mg
1.01 g
Source: USDA data

10. MARKET COVERAGE * M1 M2 M3 M1 M2 M3 M1 M2 M3 P1 P2 P3 X X X X X X X X
* M= Market Segment, P=Product
119

11. GENERAL ELECTRIC GRID Industry Attractiveness Strong Average Weak High
Medium
Low
Business Strength

13. COST-BASED VERSUS VALUE BASED PRICING
Cost – Based Pricing
Product Cost Price Value Customer
Value – Based Pricing
Customers Value Price Cost Product
Source: Thomas T. Nagle Reed K/ Holden, The Strategy and Tactics of Pricing, 2nd ed. Englewood Cliffs, NJ: Prentice Hall, 1995 p. 5

14. PRICE EVALUATION MARKETING OBJECTIVES COST APPROACH
Survival Profit Maximization Market share Quality
Leadership Leadership
COST APPROACH
Cost Plus
Break-even
Benefit
CUSTOMER’S VALUE APPROACH
Ultimate Luxury Shopping Convenience Me Too
COMPETITION APPROACH
Historical Price
Discrimination

15. BREAK EVEN PRICE
Fix Cost /Number of Units + Variable Cost = Price
Number of Units = Fixed Cost/ Price-Variable Cost
Revenue
Variable Cost Pb
Breakeven
Volume
Fix Cost
Price Qb
Breakeven Price

17. Case Studies
OLGA CHAIR
LACK & Profile
SKOPA CHAIR

21. PUSH VERSUS PULL STRATEGY
Marketing
Activities
Demand
Push Strategy
Manufacturing Intermediaries End Users
Demand
Marketing Activities
Pull Strategy
Manufacturing Intermediaries End Users
Demand
Demand

22. PSYCHOLOGICAL VALUE BRIDGE
Advertising Personal Promotion Public Relations
Message
Selection
Execution
Review
Money/Budget
Stage of PLC
Competition
Mission/Objectives
Sales Goals
Advertising Goals
Strategy
Who & Where
When
What & How
Measurement
Communication
Sales
Media
Type – Impact
Timing
Segment
128

23. Story The Prisoner Sport Man Sexual Impact? Stimulation Impact
132
Sport Woman

25. PHYSICAL VALUE BRIDGE

26. FORCES DRIVING INDUSTRY COMPETITION
Potential
Entrants
Threats
Bargaining Power
Bargaining Power
Suppliers Industry Buyers
Competitors
Substitutes
Threats

31. MARKETING RESEARCH

33. COMPETITIVE ADVANTAGE DEPENDS UPON INDUSTRY POSITION
Market - leader strategies
Market - challenger strategies
Market - follower strategies
Market - nicher strategies
PM 3.9 Marketing strategies for competitive advantage

34. SECTION PURPOSE PM 3.11 Contents of a marketing plan
Executive summary Presents a quick overview of the plan for quick management
review
Current marketing situation The marketing audit that presents background data on the
market, product, competition and distribution
SWOT analysis Identifies the company’s main strengths and weaknesses
and the main opportunities and threats facing the product
Objectives and issues Defines the company’s objectives in the areas of sale,
market share and profits, and the issues that will affect
these objectives
Marketing strategy Presents the broad marketing approach that will be used to
achieve the plan’s objectives
Action programmes Specifies what will be done, who will do it, when it will be
done and what it will cost
Budgets A project profit and loss statement that forecasts the
financial outcomes from the plan
Controls Indicates how the progress of the plan will be monitored
PM Contents of a marketing plan