THEME BASED TEACHING

Standard Rate for a customized MDP = Rs 11500 per person per day
Standard Rate for a standard  MDP = Rs 10000 per person per day
Standard Recovery from an EMP = Rs 5000 per day (of 4 sessions )

For our MDP model we will charge Rs 9000 and will charge Rs 1000 for submitting an application and having it commented on. .

2009/12/20 S.K. Palekar <sk.palekar@spjimr.org>

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Currently we get on an average 150 Lakhs per batch ( 40 x 3.75 Lakhs ). In 60 days we must be delivering 300 sessions. So our income per session is 150 Lakhs divided by 300 which equals = Rs 50000 per session ( which means 1250 per session ) ( means 5000 per theme ). We want to charge Rs 7500 per person per day.

HOW CUSTOMER FOCUS IMPROVES YOUR PROFIT AND LOSS ACCOUNT

How the market and your marketing decisions reflect in your P&L. How "attractive markets" are reflected in the financial statements.   How strong "value propositions" are reflected  in the financial statements.   How efficient "selling strategies" are reflected  in financial statements.   Who is a “Customer”.   Link of rise and fall of businesses to evolutionary and revolutionary changes in        attractiveness of the markets,   strength of the value propositions and  efficiency of sales execution

HOW TO CREATE A MARKETING PLAN THAT PRODUCES RESULTS

 A plan should be based on “market realities” : how to do this? Market intelligence.  How to bring “voice of market” into your plans : broad / task environment: PESTEL.   4 stage marketing planning : see à aim à shoot à collect. Flawed : collect without shooting, shoot without aiming, aim without seeing.  Using SWOT to set a strategic agenda for action. Demonstrate what is a marketing plan : case.  Plan to action : analysis  à strategy à action à metric à target à implementation

HOW TO BE COMPETITIVE AS WELL AS PROFITABLE 

 Customer centricity : letting the customer decide the product value and its price.   Market definition : how a market (customers) is different from an industry (sellers).   Concept of Marketing Mix : how different mixes can emerge from the same factory.   Central issue : Creating more value than what it costs to the customer.   Segmentation à targeting à positioning à reflecting it in marketing mix.       Crafting a value proposition better than the competition.   Value is subjective, cost is objective, price is a decision.   Concepts of Customer surplus and Seller surplus.   4 practical ways of creating more value. 3 different types of price that is charged.  Introduction to new product development . 

INCREASE THE QUALITY OF YOUR TOP LINE (REVENUE) :   The vast difference between two “top lines” even if they are numerically same.  Concept of stability, efficiency and scalability of the top line.  6 ways of creating and promoting customer loyalty.   Branded vs unbranded products and markets.   Is advertising a must for branding ? Is branding only for consumer products ?  Processes and Metrics that promote the quality of the revenue / loyalty.  Developing customers : from “unaware” to  “ambassadors” 

GIVING MARKETING SUPPORT TO THE SALES TASK :   Many ways to differentiate : how to choose amongst so many options.   Not about fighting on features but fighting for customers.   Rules of competing when the category / product is : nascent / growing / maturing.  3 generic competitive strategies of  Porter and the Rule of 3 in each. Identifying different ways of innovating over competition.     How in/tangible assets (structural, human, relational, learning) shape market paths.  Push and Pull strategies.  Metrics of competitive success.

MANAGING THE SALES TASK  :  Reaching and talking to your customers and selling to them.   Role of “Go To Market” strategies : sales and distribution.   Salesmanship and Sales Management.   Different types of salesmen.  Setting up and managing sales forces : situational decision of how to Inevitability of using partners to reach customers.   Role of channel partners.  Appointing and motivating channel partners