Steinway and sons (rukmi sarmah)
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During an internship, the author analyzed Steinway & Sons' piano business. Steinway sells high-end grand pianos, including traditional models and special editions with exotic wood finishes that command a 20-30% premium. However, Steinway faces challenges from competitors and the growing used piano market. To strengthen its position, the document recommends that Steinway maintain a small dealer network, improve delivery and tuning services, invest in innovative designs and quality, endorsements, explore Asian markets and revive its brand in the West, while continuing successful lines like the Boston and limited-edition ranges.
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The document discusses the evolution of yoga from its roots in Hinduism to a modern, commercialized brand worth billions, highlighting the contrasting approaches of figures like Bikram Choudhury and Tara Stiles. It raises questions about the commercialization of yoga, its religious associations, and the need for a balance between branding and the preservation of its essence. The debate emphasizes that while yoga's branding can make it accessible, poses and asanas should remain free from patenting and copyright restrictions.Case study
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The document discusses research conducted by Saxonville Sausage Company's new Marketing Director, Ann Banks, on positioning their Vivio Italian sausage brand. Key findings from the research include:
1) Female heads-of-household are the primary purchasers of Italian sausage. Loyal customers purchase the same brand for 6 out of their last 10 purchases.
2) Focus groups revealed that customers see Italian sausage as making cooking easier and view Vivio as high quality.
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4) Additional research showedBranding yoga
Branding yogaSameer Mathur
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1. The document discusses the history and commercialization of yoga. It originated in ancient India as a physical, mental, and spiritual practice rooted in Hindu philosophy.
2. Yoga came to America in the late 19th/early 20th century and grew significantly in popularity. Major early teachers who spread yoga in the US are mentioned.
3. The rise of big yoga studios like Bikram Yoga and Strala Yoga in the 1970s/80s led to the commercialization of yoga. This caused tensions over controlling the yoga brand and acknowledging its Hindu roots.Branding Yoga
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This document summarizes the history and development of yoga, including its origins in ancient India, arrival and commercialization in America, and the Hindu American Foundation's campaign to acknowledge yoga's Hindu roots. It provides biographies of influential yoga figures like Bikram Choudhary and Tara Stiles who helped popularize yoga in the US. The HAF campaign involved publishing articles and hosting discussions about reconnecting modern yoga practice to its philosophical foundations in Hinduism. The document examines whether yoga retains connections to Hinduism as it has grown into a global branded industry.Branding yoga
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This document summarizes the history and development of yoga, including its origins in ancient India, arrival and commercialization in America, and the Hindu American Foundation's campaign to acknowledge yoga's Hindu roots. It provides biographies of influential yoga figures like Bikram Choudhary and Tara Stiles who helped popularize yoga in the US. The HAF campaign involved publishing articles and hosting discussions about reconnecting modern yoga practice to its philosophical foundations in Hinduism. The document examines whether yoga retains connections to Hinduism as it has grown into a global branded industry.What to market & where
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Marketing can be applied to both tangible goods and intangible services. Almost anything that satisfies a need or want can potentially be marketed, including physical products, ideas, places, personalities, and causes. The key is identifying something of value to potential customers and figuring out how to effectively promote it.New market scenario
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The document discusses a new marketing scenario and was created by Sohit Kumar, a student at ISM Dhanbad, during a marketing internship under Professor Sameer Mathur of IIM Lucknow. More details about the internship program can be found at www.IIMInternship.com.Marketing management
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The document discusses developing a plan and strategy for management. It was created by Sohit Kumar of ISM Dhanbad during a marketing internship under Professor Sameer Mathur of IIM Lucknow. More information can be found at www.IIMInternship.com.Marketing & its concepts
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Steinway and sons (rukmi sarmah)
- 1. CASE STUDY By Rukmi Sarmah NIT SILCHAR During an internship under Professor Sameer Mathur, IIM Lucknow
- 50. The Crown Jewel Collectionotherwise traditional Steinway pianos that were finished in exotic woods, such as east indian rosewood, kewazinga bubinga, african pommele and macassar ebony. These pianos sold at 20% to 30% price premiums to the traditional ebony Steinway
- 54. They must maintain a small network of loyal dealers
- 55. They should remove charges on delivery and tuning.. Like Yamaha does
- 56. They must be committed to quality.. They should preserve the aura of exclusivity of Steinway handcrafted pianos..
- 57. They must invest in innovative designs and continuously raise the quality of pianos
- 58. This will cause new Steinway pianos to be more attractive to buyers and the used piano market will loose its dominance.
- 59. They must maintain their stronghold on the artists and Steinway partnership and continue their efforts to endorse their pianos by renowned musicians
- 60. They must explore possibilities in the growing Asian Market and try to revive their old name in the US and Western Europe Maket
- 61. At the same time, they must continue producing the Boston range of pianos.. As they appeal to the younger generation and are reasonably priced
- 62. The crown jewel range and the limited edition range must also continue as they sell off within hours