WHY I WOULD RECOMMEND HOLISTIC MARKETING TO CORNETTO

A marketer should realise that holistic marketing recognizes that ‘everything matters’ with marketing and that a broad, integrated perspective is necessary to attain the best solution. Four main components of holistic marketing are: relationship marketing, integrated marketing,  internal marketing, and socially responsible marketing.

This approach takes into consideration all the various stakeholders of a business including the customers, employees, suppliers, shareholders, the community and the environment also. Any marketing decision is taken considering the perceived impact on the stakeholders.

The marketers today need to assure that any decisions made by them do not contradict the decisions made by any other department in the organization. It is only when the resources of the entire organization move towards a common objective; the firms can expect to survive in the current hyper-competitive marketplace. 

Marketers today look at the four components of holistic marketing, before making any decisions, these include:

  1.      Internal Marketing – the Marketer and Sales team would indulge in activities which involve senior management. Their main objective would be to embrace marketing strategies, seeking active participation of the whole team.

2.       Performance Marketing – Marketers in this approach analyses the financial implications of marketing strategies and their impacts on the ethical and social environments.

3.       Integrated Marketing – The marketer’s main focus is to create, communicate and deliver value.

4.       Relationship Marketing – It is very important for the marketers and sales team to maintain rich relationships with customers, channel partners and marketing partners, as these are the people who ultimately determines the fate of the  product, brand and the company image.

SALES MANAGEMENT

How the SALES PEOPLE do it!?

Sales Management is a business discipline which is focused on the practical application of sales techniques and the management of a firm's sales operations. 

Sales Planning

Sales planning involves strategy, setting profit based sales targets, quotas, sales forecasting and the writing and execution of a sales plan.

Sales Reporting

The sales reporting includes the key performance indicators of the sales force.The Key Performance Indicators indicate whether or not the sales process is being operated effectively and achieves the results as set forth in sales planning. It should enable the sales managers to take timely corrective action deviate from projected values. It also allows senior management to evaluate the sales manager.

Recruitment for Sales

The three recruitment tasks used in sales management are Job analysis; Job description and Job qualifications.

Its Functions:

   •     Sales planning

   •     Recruiting / staffing

   •     Training

   •     Controlling / directing

   •     Evaluating

   •     Effectiveness / efficiency

   •     Compensation

Effective sales management has numerous positive impacts. It can:

   •     Increase sales revenue and profitability

   •     Decrease variability of revenue due to inaccurate forecasting

   •     Increase sales productivity (revenue per salesperson)

   •     Increase customer satisfaction and loyalty

   •     Increase salesperson motivation

Sales Management involves activities like: 

(1)     formulating sales strategy through development of account management policies, sales force compensation policies, sales revenue forcast and sales plan,

(2)     implementing sales strategy through selecting, training, motivating

(3)     sales force management .

BRANDING AND MANAGING IT

 AS A BRAND

 

Cornetto today is a very strong brand, when it comes to which frozen cone ice cream you would want. It is not only that it is by Kwality Walls and HUL, but it tastes better than any of its counterparts.

Every kid knows what is a Cornetto, and there wil be very few people who might say “I don’t like that flavor of Cornetto.” But no one would say “I don’t like Cornetto.”

To just prove my curiosity, if I find anyone who doesn’t like Cornetto, I went and stood outside the shop in my campus that sells Ice Creams. I asked about 10 people, if they like Cornetto and they all said yes. But when I asked them you are having Mother Diary’s product, they were like is that so, for we all cones are Cornetto!

EVERYTHING ABOUT CORNETTO ATTRACTS YOU –

1.     Cornetto – A brand: It is one of the popular snack items, which no other ice cream manufacturers thought of before.

2.     Logo and Color: The Marketers and Brand Managers have come up with several logos of Cornetto while keeping the basic component of a heart and the word “Cornetto” intact.  if we compare the 2 cornetto logos, we can differentiate the way the heart blends in with the word cornetto, makes it fun and lively. Also the brown background color, symbolizes chocolate, which is the most popular ice cream flavor in the world and one of the best flavors Kwality Wall’s offers. 

3.     Slogan/Tag:  the slogan is catchy and joyful. The recent one is quirky and at the same time, delivers the value proposition -  “Enjoy the ride. Love the ending”. Though it is not as catchy as “Dil ka Connection” but leaves a similar happy experience on the cosumer’s mind.

SEGMENTING, TARGETING AND POSITIONING

MICROSCOPIC VIEW OF THE CUSTOMERS THROUGH THE EYES OF CORNETTO

Every marketer cannot connect to all the consumers, as it is too large and diverse. Thus, the marketers tend to use techniques/variable to segregate alike consumers into one homogeneous group based on their age, culture, geographic locations and many others. This is necessary for them to determine what promotion strategy would work for them, which channel would be effective and the prices are also dependent on it.

The following diagram gives a small brief on what are the variables based on which a marketer can segment its markets.

CORNETTO SEES EVERY MARKET AS A POTENTIAL MARKET

Marketers of Cornetto have tried to establish its product for young adults and adults in the age group of 16-30. But the popularity of this product has made it a favorite among the kids of age 10 as well as people aged 40.

They tend to attract consumers who belong to the middle and upper income level segments. Recently, to more and more customers, it has been successful to target the lower middle class families as well.

Recently, I was going through a post on Facebook page of Cornetto, where a consumer posted how his kid loved chocolate Cornetto, and eats everytime they go to a park or beach in Mumbai, i.e. almost every Sunday.

“I AM POSITIONED IN EVERYONE’S MIND!” – CORNETTO

Cornetto over the years, have positioned itself in every kid’s mind, whether he is in school or college. Whether you talk about couples or about the single friends, they all love Cornetto.

Why? They are cheap, easily available, it is like treating one’s self everytime they meet each other.

Cornetto is one of the first ice creams, which has been positioned as a snack item which can be consumed at any time or part of the day. Whereas, ice creams (a dessert) is usually eaten after a meal.

Finally, I would like to add ICE CREAMS has no age bar, they are liked and cherished by almost everyone, unless you are old or have cavities!