Marketing & Organizational Management Issues In Sse
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Marketing & Organizational Management Issues In Sse

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Marketing & Organizational Management Issues In Sse Marketing & Organizational Management Issues In Sse Presentation Transcript

  • Marketing & Organizational Management Issues in SSE RAKSHIK SAHRMA NIS Academy 2007-2010 1
  • INTRODUCTION  extensive potential market, still the SSEs in India are unwilling towards adopting new concentrated marketing strategies. 2
  • MARKETING CONCEPTS IN SSE MARKETING CONCEPTS IN SSE Traditional Marketing Concept Modern Marketing Concept 3
  • Characteristics of traditional concept  Product oriented  Appropriate in seller’s market  Stresses upon selling  Overlooks social responsibility & after sales services 4
  • Characteristics of modern concept  Customer oriented  Marketing research  Integrated marketing 5
  • Flow- ‘marketing concept’  Identification-TARGET MARKET  Formation-MARKETING STRATEGY  Integration OF ACTIVITIES -GOAL ATTAINMENT  Evaluation-CUSTOMER SATISFACTION 6
  • MARKETING PROBLEMS OF SSEs  Cut-throat competition  Late adoption of market trends  Limited resources  Less turnover  Lack of sales promotion  Weak bargaining power 7
  • MARKETING INFORMATION  Large scale enterprise collect information through continuous Marketing Research.  Small scale enterprise use personal contacts & other informal methods for info collection. 8
  • Sources for MI collection  Secondary  primary 9
  • SECONDARY SOURCES  Press  Govt. publications  Publications of financial institutions  Foreign govt. & international agencies  Publications of trade organization  Private concerns & Research institutions 10
  • PRIMARY SOURCES  Customers  Dealers  Sales person 11
  • MARKET ASSESMENNT  It involves two steps- target market forecasting of demand 12
  • DEMAND FORECASTING METHODS  Survey method  Statistical method  Leading indicator model 13
  • MARKET SEGMENTATION  The division of a market into different homogeneous groups of consumers is known as market segmentation. 14
  • BASES OF SEGMENTATION  Geographic  Demographic  Education  Socio-economic variables  Psychological variables 15
  • MARKETING MIX  7p’s (product,place,price,promotion,physical evidence, process, people) are the variables that marketing managers can control in order to best satisfy customers in the target market. 16
  • MARKETING MIX 17
  • PRODUCT MIX TYPES OF PRODUCT Consumer goods Industrial goods 18
  • Consumer goods  Convenience goods  Shopping goods  Spatiality goods 19
  • Industrial goods  Raw materials  Accessory equipment  Installation  Operating supplies  Fabricated material and parts 20
  • BRAND  A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. 21
  • Do they look familiar ? 22
  • Brand Name The name. Coca Cola, adidas, Ford, FedEx. 23
  • Brand Identity The logo. The colours. The interiors/architecture. 24
  • Branding [or Brand Building] Everything that reflects positively on the brand. 25
  • Brand Equity Retained, positive thoughts. Building brand equity is a process, not an event. Good product › Good action 26
  • Brand Position Glossary of terms What the brand stands for. 27
  • Brand Positioning The promisebrand. brand in the language of the of the - For life. - Just do it. 28
  • BENEFITS OF BRANDING  Memorability  Loyalty  Familiarity  Premium image  Extensions  Greater company equity  Lower marketing expenses  For consumers, less risk 29
  • PACKAGING  Packaging refers to wrapping crafting, filling or compressing of products to protect them from spoilage, pilferage ,breakage, leakage, etc. 30
  • WHY PACKAGING ?  Physical protection  Barrier protection  Containment or agglomeration  Information transmission  Marketing  Security  Convenience 31
  • Various household packaging types for foods  32
  • PRICING 33
  • PRICING POLICIES  Skimming price policy  Penetrating price policy  Price discrimination  Resale price maintenance 34
  • PRICING PRACTICES  Cost plus pricing  Marginal cost pricing  Market rate pricing  Loss leader pricing  Price lining  Price leadership  Administered pricing 35
  • CHANNELS OF DISTRIBUTION 36
  • ENTREPRENEURSHIP & SBM  Selection of channel of distribution depends upon- • nature of product • Nature of market • Nature of the firm • Nature of the middlemen 37
  • 38