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7 Golden Words of Marketing
 

7 Golden Words of Marketing

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    7 Golden Words of Marketing 7 Golden Words of Marketing Presentation Transcript

    • Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009
    • 4. PRODUCT 5. PROMOTION 6. PLACE
    • Demographic Segmentation Age Gender Occupation Education Marital Status Religion Family size Race Income
    • Demographic Segments
    • Geographic Segmentation Where should McDonald’s expand?
    • Behavioral Segmentation Benefits Sought • Low Price • Service Quality Usage Rates • Light • Heavy Loyalty • None • Medium
    • Behavioral Segmentation The McDonald’s Loyalty Card
    • Behavioral Segmentation A quick, cheap lunch?
    • 4. PRODUCT 5. PROMOTION 6. PLACE
    • Product What is the most salient difference between McDonald’s burgers sold in India and USA?
    • Product
    • Product What is the most salient difference between McDonald’s burgers sold in India and USA? India USA No Beef in India, More Vegetarian Choices
    • Product “It really doesn’t make sense to sell beef in a country where 85% of the population doesn’t eat it or will even shun a restaurant where beef is served” – Vikram Bakshi, Managing Director, McDonald’s India No Beef, Richly Vegetarian
    • Product India McLaks Burger (Norway) New Zealand McRice Burger (Southeast Asia) Black & White Burgers (China) Localization Around the World..
    • Product India USA
    • Promotion Promoting the ‘Happy’ Price Menu
    • Promotion Agent Vinod eats at McDonald’s
    • Place McDonald’s Franchises Across Mumbai
    • Place McDelivery.co.in
    • Place Fake Indian McDonald’s
    • Price Affordable
    • Most Successful Fast Food Chain Market Share: 42% in 2008; Over 50% in 2013
    • 4. PRODUCT 5. PROMOTION 6. PLACE
    • Background Reading “This book is the bible of Marketing” Prof. Sameer Mathur
    • Over 600,000 views from more than 100 countries http://www.BuddingMarkets.com/ Sameer Mathur BuddingMarkets .com http://www.facebook.com/BuddingMarkets/
    • Get These Slides Free Get These Slides Free Free to Download Sameer Mathur smathur.com