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MARKETING MANAGEMENT SESSION 3
 

MARKETING MANAGEMENT SESSION 3

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peshwa acharya

peshwa acharya

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    MARKETING MANAGEMENT SESSION 3  MARKETING MANAGEMENT SESSION 3 Presentation Transcript

    • Marketing Strategy Peshwa AcharyaProfPeshwa@gmail.com
    • 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
    • Strategy• Plan• Ploy• Pattern• Position• Perspective• By Henry Mintzberg
    • Corporate Strategy• Goals• Significant policies• Major action sequence
    • Marketing Strategy• Segmentation: product usage , customer groups etc• Switchers , HNI , MS determiners• Mass customization• Value Addition ( Density of Value : )
    • Experience Marketing• Entertainment• Educational• Esthetic• Escapist
    • Wheel of value creation
    • Cost leadership• Nirma
    • differentiation• Product mix• Brand equity• After sales service• Distribution• Pricing strategy• Customer education
    • Focus• Niche strategist• Charag din
    • Marketing warfare• Defensive• Offensive• Flanking• Guerilla
    • CUSTOMER RELATIONSHIP MANAGEMENT
    • • Customer Loyalty as a goal
    • Loyalty development• Customer Acquisition• Customer Retention• Strategic Customer care
    • Customer Value management• Customer Life time value – Telco – Banking – Financial services
    • CRM• Data mining and Data warehousing• People• Technology – Web/ voice mail / mobile• Structure – Alliances – Call centres –
    • Project• FMCG• Mobile VAS• Education business