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Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
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Marketing management

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  • 1. MARKETING MANAGEMENT A THEORITICAL AND PRACTICAL PERSPECTIVE
  • 2. Definitions of MARKETING <ul><li>The performance of business activities that direct the flow of goods and services from producer to consumer. </li></ul><ul><li>Getting the right goods , to the right people in the right place , at the right time , at the right price , with the right level of communication profitably. </li></ul><ul><li>Identifying the needs, wants , desires of consumers and fulfilling them in such a way that the customer is delighted and the company objectives are met profitably. </li></ul><ul><li>Solving customer problems profitably. </li></ul>
  • 3. Difference Between Marketing & Sales <ul><li>Marketing Sales </li></ul><ul><li>Focus on customer Focus on seller (product) </li></ul><ul><li>Is about profit this year is about revenue this week </li></ul><ul><li>Delighting the customer converting product into cash </li></ul><ul><li>Both new and repeat New customers is a priority, </li></ul><ul><li>customers important not bothered much about </li></ul><ul><li>with focus on repeat customers repeat customers. </li></ul><ul><li>5. Long term vision Short Term Outlook (week/ </li></ul><ul><li>month) </li></ul>
  • 4. SEGMENTATION <ul><li>Segmentation Base </li></ul><ul><li>Geographic </li></ul><ul><li>Region </li></ul><ul><li>City Size </li></ul><ul><li>Climate </li></ul><ul><li>Psychographic </li></ul><ul><li>Lifestyle </li></ul><ul><li>Personality </li></ul><ul><li>Variables </li></ul><ul><li>North South, East, West </li></ul><ul><li>Major Metros, Sub –Metros, Town </li></ul><ul><li>Hot, cold, humid </li></ul><ul><li>Conservative, Status Seekers </li></ul><ul><li>Extrovert, Introvert, Aggressive </li></ul>
  • 5. SEGMENTATION <ul><li>C) Demographic </li></ul><ul><li>Age </li></ul><ul><li>Sex </li></ul><ul><li>Family Size </li></ul><ul><li>Education </li></ul><ul><li>Occupation </li></ul><ul><li>Income </li></ul><ul><li>Religion </li></ul><ul><li>0-11,12-19,20-34 etc. </li></ul><ul><li>Male, Female </li></ul><ul><li>1-2,3-4,5+ </li></ul><ul><li>school, Graduate, PG </li></ul><ul><li>Farmer, Professional, </li></ul><ul><li>Housewife, Retired </li></ul><ul><li><15k,16-25k,26-35k etc. </li></ul><ul><li>Hindu, Muslim, Sikhs, </li></ul><ul><li>Christians </li></ul>
  • 6. SEGMENTATION <ul><li>D) Behavioral </li></ul><ul><li>Benefit </li></ul><ul><li>Use Related </li></ul><ul><li>1) Usage Rate: </li></ul><ul><li>2) Awareness Status </li></ul><ul><li>3) Brand Loyalty </li></ul><ul><li>Use-Situational </li></ul><ul><li>Time/Objective </li></ul><ul><li>Quality, Service, Economy, Speed, Prestige. </li></ul><ul><li>Heavy, Medium , Light users </li></ul><ul><li>Unaware, aware, interested </li></ul><ul><li>enthusiastic. </li></ul><ul><li>Strong, Medium , None </li></ul><ul><li>Leisure, work, Morning, Night </li></ul><ul><li>Gift, Fun , Achievement </li></ul>
  • 7. Positioning <ul><li>Positioning starts with the product. But Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. </li></ul><ul><li>Easiest way to get into the mind -  Be First </li></ul><ul><li>KODAK- Photography </li></ul><ul><li>Xerox -- Copier </li></ul><ul><li>Hertz --- Rent-a –car </li></ul>
  • 8. PRODUCT <ul><li>Defn : A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. </li></ul><ul><li>e.g. :- Physical Goods :-- Cars, W/M </li></ul><ul><li>Services :- Training </li></ul><ul><li>Persons :- Michael Jackson </li></ul><ul><li>Ideas : - Family Planning </li></ul><ul><li>Five Levels of Product </li></ul><ul><li>Level 1 : Core Benefit : Fundamental benefit that the customer is buying . E.g. :- Hotel :-Rest, CTV :- Entertainment </li></ul>
  • 9. Product <ul><li>Level 2:- Generic Benefit : Basic version of the product. </li></ul><ul><li>e.g. : Hotel : consists of a building with rooms. </li></ul><ul><li>W/M : Metal/plastic body with console </li></ul><ul><li>panel </li></ul><ul><li>Level 3 : Expected Product : A set of attributes and conditions that buyers normally expect and agree when they purchase the product. </li></ul><ul><li>e.g. : Hotel : Clean Bed, soap, towels, telephone </li></ul><ul><li>CTV : Tuning on remote, cable ready. </li></ul>
  • 10. Product <ul><li>Level 4 : Augmented Product : includes additional services and benefits that distinguishes the company’s offer from competitor’s offers. </li></ul><ul><li>e.g. : Hotel : Complimentary breakfast, Flat CTV, </li></ul><ul><li>24 Hrs checkout, etc. </li></ul><ul><li>Level 5: Potential Product: All augmentations and transformations that the product might ultimately undergo in the future. </li></ul><ul><li>e.g. : Computer compatible TV (which can operate at room temperatures) </li></ul>
  • 11. <ul><li>Product width : Different Product categories the company is in </li></ul><ul><li>Product Length : In each product category how many products </li></ul><ul><li> are available </li></ul><ul><li>Product depth : Variants that are offered for each product. </li></ul><ul><li>Product Strategies </li></ul><ul><li>1) Downward Stretch </li></ul><ul><li>2) Upward Stretch </li></ul><ul><li>3) Two-way Stretch </li></ul>
  • 12. BRANDING <ul><li>“ Products don’t sell , Brands sell” </li></ul><ul><li>The ultimate aim of product manager must be to convert the product into a successful brand. </li></ul><ul><li>Japanese Name : TOKYO TSHUSIN KOGYO </li></ul><ul><li>KABUSHIKI KAISHA </li></ul><ul><li>English name : Tokyo Telecommunications </li></ul><ul><li>Engineering company </li></ul>
  • 13. BRANDING <ul><li>CITIBANK : The citi never sleeps. </li></ul><ul><li>HSBC : The world’s local bank. </li></ul><ul><li>Canara Bank: Growing to serve. Serving to grow. </li></ul><ul><li>L’OREAL: Because you’re worth it. </li></ul><ul><li>Maybelline: May be she’s born with it. May be its Maybelline. </li></ul><ul><li>GO GOA : 365 days on a holiday. </li></ul><ul><li>Kerala : God’s own country. </li></ul><ul><li>Retreat : city ends. Life begins. </li></ul><ul><li>KL : VISION CITY </li></ul><ul><li>Malaysia : Truly Asia. </li></ul><ul><li>Singapore : Singapore Roars </li></ul><ul><li>Hong Kong: Live it up. </li></ul>
  • 14. BRANDING <ul><li>BPL : Believe in the best. </li></ul><ul><li>Videocon : Bring home the leader </li></ul><ul><li>Technology for health and Pleasure. </li></ul><ul><li>Sansui :Better then the best </li></ul><ul><li>Born in Japan . Entertaining the world. </li></ul><ul><li>LG :Digitally yours. </li></ul><ul><li>Nokia :Connecting people </li></ul><ul><li>Motorola : Intelligence everywhere. </li></ul><ul><li>Ceat Tyres : Born Tough. </li></ul><ul><li>Femina : For the woman of substance. </li></ul><ul><li>For generation W. </li></ul>
  • 15. BRANDING <ul><li>Orange : Wherever you go, our network follows. </li></ul><ul><li>Reliance India Mobile : Kar lo Duniya Mutthi Mein. </li></ul><ul><li>Aaj Tak : Sabse Tej. </li></ul><ul><li>Chevrolet optra : The new name for luxury. </li></ul><ul><li>Santro Xing : The sunshine car. </li></ul><ul><li>Tata Indigo: Spoil Yourself. </li></ul><ul><li>Mitsubishi Lancer: Always in control. </li></ul><ul><li>Raymond : For the complete man. </li></ul><ul><li>Tata Salt : Desh ka namak. </li></ul><ul><li>Louis Philippe: The upper crest. </li></ul>
  • 16. BRANDING <ul><li>Defn:- A name ,symbol, design which is intended to identify the goods ,services of one company and to differentiate the goods from those of competitors. </li></ul><ul><li>BRAND NAME DECISION </li></ul><ul><li>Individual Brand Name : P & G :- Ariel, Pantene </li></ul><ul><li>A Blanket Family Name : Philips </li></ul><ul><li>Company Name combined with individual product names:- </li></ul><ul><li>Britannia 50-50 </li></ul><ul><li>Videocon Bazoomba </li></ul>
  • 17. BRANDING <ul><li>Brand Strategy </li></ul><ul><li>Line Extension </li></ul><ul><li>Brand Extension </li></ul><ul><li>Multi Brand </li></ul><ul><li>New Brands </li></ul>
  • 18. Promotion <ul><li>Advertising </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Personal Selling </li></ul><ul><li>PR and publicity </li></ul><ul><li>Direct marketing </li></ul>
  • 19. Sales promotion <ul><li>Consumer Promotion </li></ul><ul><li>(Manufacturer point of view) </li></ul><ul><li>To increase sales of self brand </li></ul><ul><li>To divert attention from competition brands. </li></ul><ul><li>Enables manufacturers to adjust to periods of low demand. </li></ul><ul><li>Induce customers to try new products/brands. </li></ul><ul><li>Customer point of view. </li></ul><ul><li>Enables customers to have a better understanding of real prices. </li></ul><ul><li>Consumers feel good that they get value for money deals. </li></ul>
  • 20. Sales Promotion <ul><li>Consumer Promotion Tools: </li></ul><ul><li>Samples : Free samples with TOI , Mid-day, Filmfare. </li></ul><ul><li>Coupons: FMCG companies: 15% discount coupon or some rupees off for the next purchase. </li></ul><ul><li>Price Packs: Pack of 2 or more at reduced price. </li></ul><ul><li>Banded Pack : Two related products banded together (toothpaste with toothbrush, VCD player with software.) </li></ul><ul><li>Contests : Answer a few questions, write a slogan. </li></ul><ul><li>Free Trials: Free auto drives. </li></ul><ul><li>Warranties: 3 yr on CTV, 7 yrs on compressor. </li></ul>
  • 21. Sales Promotion <ul><li>Scratch ’n’ win offer: </li></ul><ul><li>Money back offer </li></ul><ul><li>Loyalty promotion: Frequent Flyer programs </li></ul><ul><li>Cross promotion: Two related product categories promoting together , mostly the second product is free. </li></ul><ul><li>Tie-in promotion : used in conjunction with consumer durables wherein total is lower then if bought separately. </li></ul>

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