my marketing project...(cement industry)

hi i'm radhika, trainee in BK Birla's Kesoram cement.. i'm doing project on pricing in cement industry.. ur project report will be helpful to me if u could kindly send it for reference.
 
sweta_agg79 said:
hi...

Can you please upload your cement industry project as I need to submit an assignment on the same.

Sweta
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hiii can u plz forward ur project to my email id? Im in need of the matter so Plz do the needful.. Will be waiting to recieve a mail from you.

thank you.
 
marketing of harry potter.........








Harry Potter is a global phenomenon. It must be magic. In less than 10 years, Harry Potter has become one of the world's most widely recognized names. A brand name indeed. In terms of books sold, Harry Potter stands third in the all-time literary charts behind the Bible and the thoughts of Chairman Mao. And, I suspect, read rather more avidly over the past 10 years than either of those other literary heavyweights.
But is it a brand - and what makes it one? Our understanding of brands ranges from 'it's a logo' to 'it's a set of values by which you organize and drive a business'. On the first, simple definition, Harry Potter's lightning flash is becoming as recognizable as Nike's swoosh or the golden arches of McDonald's, and he has many other distinctive brand elements such as ownable words. 'Quidditch', for example, was recently voted one of the nation's favourite words, even though it has yet to find its way into most dictionaries.
On the second definition, it's tempting simply to let the figures make the case. Worldwide sales of 250 million books, with translations into 61 languages, including Ancient Greek. With films made of the first three books in the series (and numbers four to seven bound to follow) almost £1 billion has been earned at the global box office. But let's not forget £430 million worth of DVD and video sales, more than 400 items of merchandise and a brand valuation of £2.2bn.
A book by Stephen Brown -Wizard! Harry Potter's Brand Magic - makes clear that this success is a triumph of marketing. Perhaps not marketing in its most traditional or conventional form, but marketing as it has been developing and will continue to develop. Harry Potter - or his creator, JK Rowling, and the marketing machine that now surrounds her creation - has used the techniques of branding and marketing in a way that can only be envied (and will no doubt be copied) by other super-brands. Look at the way every retailer who has ever picked up a book has been falling over itself in its haste to sell Harry Potter's latest at virtually cost price. They simply want a little of the glory, the magic, to translate into the patter of greater footfall in their shops.
Brown is a professor of marketing and a Harry Potter fan. It seems at first an unlikely combination, but soon becomes perfectly natural, because the books and marketing are inextricably intertwined. The basic argument is that Rowling, far from being hijacked by the marketing sorcerers who have exploited her innocence, is actually something of a marketing professor herself, even if she has never had a day's academic education in the subject. She has created Harry Potter using branding techniques and the books themselves are full of brilliantly invented brands, corporate strategies, advertising campaigns and every element of the marketing mix. In effect, they make a textbook case for marketing.
But where Harry Potter is a quintessentially contemporary brand is in its adherence to and belief in the idea of story. And what could be more natural for a brand that is itself based on the telling of stories? Brown identifies narrative as a key success factor for the brand. With this he identifies storytelling as the management method of the moment. Having picked up one-word solutions ('synergy', 're-engineering', 'disintermediation') management has cast them aside as exhausted concepts. Having run the gamut of acronyms and mnemonics (TQM, CSR, 4Ps, 3Cs etc) the reality of the fog created has become apparent. Businesses and brands have been crying out for clarity and emotional engagement. Nothing supplies these qualities better than stories. So, belatedly, marketing has been discovering the fundamental power of parable, myth and narrative.
What the Harry Potter brand story makes clear is that stories feed off stories. They gain power and momentum through constant movement. Rather than fixating, as brands have conventionally done, on one focused brand idea - Volvo's safety, Marlboro's freedom - Harry Potter's essential commitment to storytelling proves a catalyst to create a swarm of stories that feed the developing brand story.
Barnstorming bookselling, multi-billion pound movie franchises, gratuitous merchandise tie-ins, anti-witchcraft critics, obsessive consumers, ongoing publicity campaigns and 'what is going to happen when the series reaches its seventh book climax?' There is no one coherent story. As if in hot pursuit of Mao on the all-time bestsellers list, Harry Potter succeeds by allowing a thousand stories to bloom.
Of course, readers contribute. Harry Potter becomes part of their story too, and they add to the development of the brand by evangelising for it. The process seems appropriately magical, a concept Brown believes is crucial for the future of branding, and he makes a compelling case. Other brands - and brand managers - should learn from Harry Potter. The books are full of insights into marketing excellence - and are more fun to read than most management books.
 
i.e. marketing mix........................





PRODUCT

The product is in form of the seven-book series, namely:
1. Harry Potter and the Philosopher’s Stone
2. Harry Potter and the Chamber of Secrets
3. Harry Potter and the Prisoner of Azkaban
4. Harry Potter and the Goblet of Fire
5. Harry Potter and the Order of the Phoenix
6. Harry Potter and the Half Blood Prince
7. Harry Potter and the Deathly Hallows

.The Harry Potter books are a series of stories written by Scottish author Joanne Rowling. She writes under the pen name of J.K. Rowling, although in reality she has no middle name (the initial 'K' was borrowed from her grandmother, Kathleen).
The books tell the story of a boy named Harry who was raised by an abusive aunt and uncle from age 1 until age 11. On his 11th birthday, he learns to his amazement that he is actually a wizard and that he will be attending Hogwarts School of Witchcraft and Wizardry. The books tell of his years at Hogwarts, one book for each of the seven years.
As Harry learns more and more about his true identity, he also learns that he is part of a larger saga, an almost legendary confrontation between good and evil, between him, along with his friends and allies, and the greatest Dark wizard of the age, Lord Voldemort. Harry discovers his place in this great struggle as his years at Hogwarts go by and as he finds himself becoming enmeshed in battles and conflicts.
The Harry Potter books are available in a number of editions, including hard cover, soft cover, and audio books. Bloomsbury and Raincoat have also released the books in adult editions, but these are identical to the "children's" editions in all respects except the covers.
 
PRICE

Price is one element of the marketing mix that produces revenue; the other elements produce costs. Prices are the easiest marketing-mix element to adjust; product features, channels, and even promotion take more time. Price also communicates to the market the product’s intended value positioning.
Price elasticity of demand
Marketers need to know how responsive, or elastic, demand would be to a change in price.
Harry Potter books have a highly inelastic demand. This is largely due to the following reasons:_
1. there are no few or no competitors
2. buyers do not readily notice the price increases
3. buyers think the high price is justified
4. it is a highly differentiated product offering
5. Faith groups or Loyals
It has been observed that the Potter books especially after the fourth one started selling at a steeper price. Initially for the first two or three editions the books were moderately priced but as the Pottermania spread; subsequent editions were fairly high priced. The interesting thing is that this did not affect the sales because the fans bought the books irrespective of the price. The demand being actually inelastic; so much that now Harry Potter is the highest selling book only behind the Bible.
The catch here is that when the books are released, none of the fans can actually wait for them to come to the libraries or borrow them from their friends. The Potter Craze drives them to the stores at the stroke of midnight and they await the release with baited breaths. The price here is inconsequential. Once the initial furore is dulled, the paperback editions are released which are relatively cheaper. But take it from some hard core fans- “Nothing like your own Harry Potter hardback”.
 
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