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all about marketing

  1. 1. ALL ABOUT MARKETING PRESENTED BY: MARKETING GROUP(PGDM 2008-10)
  2. 3. Identifying & meeting human and social needs profitably.
  3. 4. ‘ Exchange’ <ul><li>At least two parties </li></ul><ul><li>Each party has something of value to other party </li></ul><ul><li>Each party is capable of communication and delivery </li></ul><ul><li>Each party is free to accept or reject the exchange offer </li></ul><ul><li>Each party believes it is appropriate or desirable to deal with the other party </li></ul>
  4. 6. What is Marketed ? <ul><li>Goods </li></ul><ul><li>Services </li></ul><ul><li>Events </li></ul><ul><li>Experiences </li></ul><ul><li>Persons </li></ul><ul><li>Places </li></ul><ul><li>Organization </li></ul>
  5. 7. Marketing environment <ul><li>The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely </li></ul><ul><li>'macro-environment </li></ul><ul><li>'micro-environment' </li></ul>
  6. 8. TYPES OF ENVIRONMENT <ul><ul><li>Micro </li></ul></ul><ul><ul><li>Company </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Stakeholders </li></ul></ul><ul><li>Macro </li></ul><ul><ul><li>Economic </li></ul></ul><ul><ul><li>Technological </li></ul></ul><ul><ul><li>Political-Legal </li></ul></ul><ul><ul><li>Social-Cultural </li></ul></ul>
  7. 9. LAWS OF MARKETING <ul><li>Law #1: The Law of Leadership </li></ul><ul><li>Law #2: The Law of the Category </li></ul><ul><li>Law #3: The Law of Perception </li></ul><ul><li>Law #4: The Law of Focus </li></ul><ul><li>Law #5: The Law of Exclusivity </li></ul><ul><li>Law #6: The Law of success </li></ul><ul><li>Law #7: The Law of hype </li></ul><ul><li>Law #8: The Law of resource </li></ul>
  8. 10. MARKETING MIX <ul><li>4P’S </li></ul><ul><li>PRODUCT </li></ul><ul><li>PRICE </li></ul><ul><li>PROMOTION </li></ul><ul><li>PLACE </li></ul>
  9. 11. PRODUCT LIFE CYCLE
  10. 12. Different Stages of Product Life Cycle <ul><li>Introduction </li></ul><ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Decline </li></ul><ul><li>In reality very few products follow such a prescriptive cycle. </li></ul><ul><li>Some go from introduction to decline. It is not easy to tell which stage the product is in. Remember that PLC is like all other tools. Use it to inform your gut feeling. </li></ul>
  11. 13. Those activities directly involved in obtaining , consuming and disposing of products and services, including the decision processes that precede and follow these actions
  12. 14. Overall Model of Consumer Behaviour Self-Concept & Learning Decision Processes External Influences Internal Influences cultural Social status demography Perception Motives Personality Emotions Attitudes Problem Recognition Information Search Alt Eval & Selection Outlet select & Purchase Post purchase Processes
  13. 15. MARKET RESEARCH <ul><li>What is Marketing Research ? </li></ul><ul><li>Systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company . </li></ul>
  14. 16. MARKET RESEARCH <ul><li>Why is Market Research required ? </li></ul><ul><li>Identify & define problems including cause, </li></ul><ul><li>Important to understand consumer, likes and dislikes and reasons for them. </li></ul><ul><li>Design new products or services accordingly. </li></ul><ul><li>Develop promotional and distribution strategies in line with consumer preference. </li></ul>
  15. 17. Market research process Situation Analysis Research design Sources of data Data analysis Report preparation Recommendation and follow up Preliminary investigation
  16. 18. Areas of marketing Research Market Research area Product Price Distribution channel Advertising Sales Promotion Personal Selling Brand Packaging
  17. 19. DEFINATION <ul><li>Market segmentation is the process in </li></ul><ul><li>Marketing of dividing a market into </li></ul><ul><li>distinct subsets (segments) that behave </li></ul><ul><li>in the same way or have similar needs </li></ul>
  18. 20. Why Segmentation? <ul><li>To identify Different Segment of Buyers </li></ul><ul><li>Select One or More segment to enter </li></ul><ul><li>To select Market Offering </li></ul><ul><li>To compete Effectively </li></ul>
  19. 21. Targeting <ul><li>It is the second step in market identification process. </li></ul><ul><li>It recognizes the diversity of customers and does not try to please them with the same offering </li></ul><ul><li>Target market is, the market segment to which a particular product is marketed. </li></ul><ul><li>Targeting is the selection of the customers you wish to service. The decisions involved in targeting strategy include: </li></ul><ul><ul><li>which segments to targeting </li></ul></ul><ul><ul><li>how many products to offer </li></ul></ul><ul><ul><li>which products to offer in which segments </li></ul></ul>
  20. 22. Positioning Positioning is the development of a service and a marketing mix to occupy a specific place in the minds of customers within target markets.
  21. 23. <ul><li>Positioning is all about 'perception'. </li></ul><ul><li>As perception differs from person to person, so do the results of the positioning map. </li></ul><ul><li>The term 'positioning‘ also refers to the consumer's perception of a product or service in relation to its competitors. </li></ul>
  22. 25. 7 STEP OF NEW PRODUCT DEVELOPMENT PROCESS <ul><li>IDEA GENERATION. </li></ul><ul><li>IDEA SCREENING. </li></ul><ul><li>CONCEPT DEVELOPMENT. </li></ul><ul><li>BUSINESS ANALYSIS. </li></ul><ul><li>PRODUCT DEVELOPMENT. </li></ul><ul><li>MARKET TESTING. </li></ul><ul><li>COMMERCIALIZATION. </li></ul>
  23. 26. WHY NEW PRODUCT FAIL OR SUCCED
  24. 27. Successful factors of new product <ul><li>Unique feature </li></ul><ul><li>Understand customer need </li></ul><ul><li>R&D of the company </li></ul><ul><li>Innovative idea </li></ul>
  25. 28. Failure factor…… <ul><li>Lack of product uniqueness or superiority </li></ul><ul><li>Poor planning </li></ul><ul><li>Improper Timing </li></ul><ul><li>Technical problems </li></ul><ul><li>Inadequate marketing research </li></ul><ul><li>High cost </li></ul>
  26. 29. Marketing Strategy <ul><li>Product Market Growth Strategies </li></ul>Market Penetration (increase usage ) Product Development (new uses ) Market Development (new users) Diversification (new users, new uses) Markets Products Old Old New New
  27. 30. Marketing Strategy <ul><li>Difference Between where we want to go & where we are. </li></ul><ul><li>A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage [3 A marketing strategy should be the key concept that customer satisfaction is the main goal. </li></ul>
  28. 31. NICHE MARKETING <ul><li>A NICHE IS A NARROWLY DEFINED CUSTOMER GROUP.SEEKING A DISTINCTIVE MIX OF BENEFITS. </li></ul><ul><li>CUSTOMER ARE READY TO PAY A PREMIUM AMOUNT. </li></ul><ul><li>NICHE IS FAIRLY SMALL SIZE,BUT HAS PROFIT AND GROWTH POTENTIAL. </li></ul>NICHE MARKETERS AIM TO UNDERSTAND THEIR CUSTOMER NEEDS VERY WELL.
  29. 32. EXAMPLES………… <ul><li>EZEE – LIQUID DETERGENT </li></ul><ul><li>QTV,AASTHA – T.V CHANNEL </li></ul><ul><li>HALL MARK – PERSONAL EXPRESSION CARD </li></ul><ul><li>D.C - CAR MODYFICATION FIRM </li></ul>
  30. 33. Distribution Channel <ul><li>There may be a chain of intermediaries, each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. </li></ul><ul><li>This process is known as the 'distribution chain' or the 'channel.' </li></ul><ul><li>Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the all-important end-user </li></ul>
  31. 34. Types of Distribution <ul><li>Intensive Distribution </li></ul><ul><li>Exclusive Distribution </li></ul><ul><li>Selective Distribution </li></ul>
  32. 35. BRANDING <ul><li>What is Brand? </li></ul><ul><li>E.g. of the brand : </li></ul><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>Raymond : For the complete man. </li></ul><ul><li>Tata Salt : Desh ka namak </li></ul><ul><li>Nokia :Connecting people </li></ul><ul><li>Aaj Tak : Sabse Tej. </li></ul>
  33. 36. Role of Brand Management: <ul><li>Long Term </li></ul><ul><li>Short Term </li></ul><ul><li>Types of Brands: </li></ul><ul><li>Manufacture Brands. </li></ul><ul><li>Dealer Brands. </li></ul>
  34. 37. Branding strategies : <ul><li>Generic products Vs. Branded products </li></ul><ul><li>Manufacturer’s brands Vs. Private brands </li></ul><ul><li>Individual brands Vs. Family brands </li></ul>
  35. 38. CONCEPT OF INTERNATIONAL MARKETING <ul><li>Domestic market extension </li></ul><ul><li>Multi –domestic market </li></ul><ul><li>Global marketing </li></ul>
  36. 39. REASON FOR GOING INTERNATIONAL <ul><li>Saturated home market </li></ul><ul><li>Competition </li></ul><ul><li>Excess capacity </li></ul><ul><li>Advantage in product, skill or technology </li></ul><ul><li>Product life cycle differences </li></ul><ul><li>Geographic diversification </li></ul><ul><li>Organizational reasons </li></ul><ul><li>Financial reasons </li></ul>
  37. 40. DO’S AND DON’T’S IN MARKETING <ul><li>Do’s </li></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Plan & Prioritize </li></ul></ul><ul><ul><li>Renewing </li></ul></ul><ul><ul><li>Contacts </li></ul></ul><ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Enthusiasm & Momentum </li></ul></ul><ul><ul><li>Praise </li></ul></ul><ul><ul><li>Logically </li></ul></ul><ul><ul><li>Rhetorical </li></ul></ul><ul><ul><li>Find & Help </li></ul></ul>
  38. 41. <ul><li>DO’S AND DON’T’S IN MARKETING </li></ul><ul><li>DON’T’S </li></ul><ul><li>Trifling – Conversations </li></ul><ul><li>Never Fail –Appreciation ; Lead </li></ul><ul><li>Never Forget & Never Let </li></ul><ul><li>Commitments – Clients/Customers </li></ul><ul><li>Inside; Outside – Ball court </li></ul><ul><li>Don’t Only Products – But also Ideas </li></ul><ul><li>Trickery & Subterfuge – Dishonest action to achieve aim </li></ul><ul><li>Meet & Greet </li></ul><ul><li>Convince & Confuse </li></ul>
  39. 42. THANK YOU !

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