MARKETING MANAGEMENT SESSION 3

716 views

Published on

peshwa acharya

Published in: Education, Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
716
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

MARKETING MANAGEMENT SESSION 3

  1. 1. Marketing Strategy Peshwa AcharyaProfPeshwa@gmail.com
  2. 2. Strategic Orientation• Understanding markets• Finding market niches : moov, ring guard , borosoft , krack, dcold, dermicool , livon .• Product and service planning : Banking , ATM etc .• Distribution• Result Orientation
  3. 3. Strategy• Plan• Ploy• Pattern• Position• Perspective• By Henry Mintzberg
  4. 4. Corporate Strategy• Goals• Significant policies• Major action sequence
  5. 5. Marketing Strategy• Segmentation: product usage , customer groups etc• Switchers , HNI , MS determiners• Mass customization• Value Addition ( Density of Value : )
  6. 6. Experience Marketing• Entertainment• Educational• Esthetic• Escapist
  7. 7. Wheel of value creation
  8. 8. Cost leadership• Nirma
  9. 9. differentiation• Product mix• Brand equity• After sales service• Distribution• Pricing strategy• Customer education
  10. 10. Focus• Niche strategist• Charag din
  11. 11. Marketing warfare• Defensive• Offensive• Flanking• Guerilla
  12. 12. CUSTOMER RELATIONSHIP MANAGEMENT
  13. 13. • Customer Loyalty as a goal
  14. 14. Loyalty development• Customer Acquisition• Customer Retention• Strategic Customer care
  15. 15. Customer Value management• Customer Life time value – Telco – Banking – Financial services
  16. 16. CRM• Data mining and Data warehousing• People• Technology – Web/ voice mail / mobile• Structure – Alliances – Call centres –
  17. 17. Project• FMCG• Mobile VAS• Education business

×