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Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
Marketing management.ppt iibm.sarwate
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Marketing management.ppt iibm.sarwate

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  • 1. Marketing Management Indira Institute of Business Management Dilip M. Sarwate Professor Emeritus & Certified Management Consultant
  • 2. FMCG Marketing
  • 3. Difference between consumer & industrial marketing
    • Number of customers are small, large buyers
    • Geographical concentration
    • Non-homogenuity
    • Derived demand
    • Buying objectives
    • Buying operations- close supplier relationship
    • Difference in marketing mix
    • Competition
    December 9, 2009 Dilip M. Sarwate Ph.D.
  • 4. Understanding the Markets
    • 7 O’s of Markets
    • Objects
    • Objectives
    • Organization
    • Operations
    • Occupants
    • Occasions
    • Outlets
    • 4 P’s of Marketing Mix
    • Product
    • Price
    • Place
    • Promotion
    December 9, 2009 Dilip M. Sarwate Ph.D.
  • 5. Strategy Statement
    • Target market definition
    • Product differentiation
    • Pricing
    • Logistics
    • Integrated marketing communication
    • Positioning
    • Sales force
    • Market intelligence
    • Marketing innovation
    • Marketing budgeting
    December 9, 2009 Dilip M. Sarwate Ph.D.
  • 6. Product differentiation
    • Types of products/services
    • Formulations
    • Sizes
    • Packaging's
    • Materials of construction
    • Specifications
    December 9, 2009 Dilip M. Sarwate Ph.D.
  • 7. Brand naming
    • Alternatives
    • Short, simple and easy to remember
    • Giving product features, colours, design
    • Giving product benefits
    • Association with people, places, events
    • Distinctly different
    • Decisions
    • Individual names
    • Blanket/ separate family names
    • Corporate names
    December 9, 2009 Dilip M. Sarwate Ph.D.
  • 8. Packaging decisions
    • Purpose of packaging
    • Protection
    • Promotion
    • Brand identity
    • Economy
    • Legal requirement
    • Alternatives
    • Materials to be used
    • Design
    • Labeling
    December 9, 2009 Dilip M. Sarwate Ph.D.
  • 9. Supply Chain Management
  • 10. Market Logistics decisions
    • Physical distribution
    • Alternatives in physical distribution
    • Warehousing
    • Modes of transportation
    • Inventory management
    • Order processing
    • Supply chain management
    • Channels of distribution
    December 9, 2009 Dilip M. Sarwate Ph.D.
  • 11. Retail Management
  • 12. Integrated Marketing Communication
  • 13. Communication decisions
    • Communication objectives
    • Target definition
    • Type of products and services
    • Stage in product lifecycle
    • Communication tools
    • Communication budgets and allocation
    • Measuring the communication effectiveness
    December 9, 2009 Dilip M. Sarwate Ph.D.
  • 14. Positioning strategies
    • Positioning with respect to product features
    • Positioning with respect to benefits assured
    • Positioning with respect to target customers
    • Positioning with respect to usage occasion
    • Positioning against another barnd
    • Repositioning
    December 9, 2009 Dilip M. Sarwate Ph.D.
  • 15. Advertising Management
  • 16. Advertising decisions
    • The five M’s of advertising
    • Mission
    • Money
    • Message
    • Media
    • Measurement
    September 2008 Dilip M. Sarwate
  • 17. Mission
    • Marketing objectives
    • Sales objectives
    • Corporate objectives
    • Social objectives
    • Any others
    September 2008 Dilip M. Sarwate
  • 18. Money
    • Stage in PLC
    • Market share
    • Consumer base
    • Competition and clutter
    • Advertising frequency
    • Product substantiality
    September 2008 Dilip M. Sarwate
  • 19. Message
    • Message generation
    • Message evaluation and selection
    • Message execution
    • Social, ethical and legal issues
    September 2008 Dilip M. Sarwate
  • 20. Message Generation
    • Rational
    • Sensory
    • Social
    • Ego satisfaction
    September 2008 Dilip M. Sarwate
  • 21. Message execution
    • Slice of life
    • Lifestyle
    • Fantasy
    • Mood/image
    • Musical
    • Technical expertise
    • Scientific evidence
    • Testimonials
    September 2008 Dilip M. Sarwate
  • 22. Creativity for headlines
    • News
    • Questions
    • Narrative
    • Command
    • 1-2-3 ways of doing things
    • How/what/why
    September 2008 Dilip M. Sarwate
  • 23. Format
    • Ad size
    • Color
    • Illustration
    • Typography
    • Tonal effect
    September 2008 Dilip M. Sarwate
  • 24. Advertising campaign
    • Briefing from the client
    • Product/ Service details
    • Target markets
    • Marketing objectives
    • Approximate budgets allocated
    • Major competitors
    • Dealer network
    September 2008 Dilip M. Sarwate
  • 25. Advertising campaign (cont.)
    • 2. Consumer research
    • Attributes expected by consumers, dealers and others
    • Buyer behavior (preferences, place, time, frequency, influencers)
    • Brand weight ages as perceived by target customers
    • Market size estimation
    • Media habits
    • Response to invitation and incentives
    September 2008 Dilip M. Sarwate
  • 26. Advertising campaign (cont.)
    • 3. Advertising preparation
    • Positioning alternatives
    • Selection of major appeal and overall theme
    • Planning of creative work, message design, copy, storyboard, layout, illustration
    • Planning production for print, audio and audio-visual media
    • Media planning and allocation
    • Budgeting for all activities
    • Scheduling and placement of ads in different media
    • Collateral material ( brochures, packaging, label & others)
    September 2008 Dilip M. Sarwate
  • 27. Advertising campaign (cont.)
    • 4. Work allocation
    • Composition of the team ( account director, executive, creative director, copy writer, media manager and others)
    • Coordination with client and approval
    • Pre-testing (opinion research, portfolio test, laboratory test)
    September 2008 Dilip M. Sarwate
  • 28. Advertising campaign (cont.)
    • 5. Execution
    • Release of advertisements
    • Monitoring
    • Receiving the bills from media
    • Billing to client
    • Recovery
    September 2008 Dilip M. Sarwate
  • 29. Advertising campaign (cont.)
    • 6. Feedback
    • Post testing
    • Co-relation with sales force
    • Co-relation with dealers
    September 2008 Dilip M. Sarwate
  • 30. Copy writing
    • Copy is heart, blood and intellect of an advertisement
    • Refers to words and basic idea, depends on media
    • Creative process is difficult to teach
    • Creative process is difficult to computerize
    September 2008 Dilip M. Sarwate
  • 31. Copy writing (cont.)
    • Purpose of copy
    • Get attention
    • Arouse interest
    • Build interest, what the product will do for the prospect
    • Urge action to get the benefit now
    • Get order
    September 2008 Dilip M. Sarwate
  • 32. Copy writing (cont.)
    • Copy writer requires following characteristics
    • Imagination
    • Logic
    • Ability to think
    • Sound judgment
    • Ability to write
    • Liking for people
    • Sense of humor
    • Power to visualize
    • Open mind
    September 2008 Dilip M. Sarwate
  • 33. Copy writing (cont.)
    • Do’s and Don'ts
    • Get the facts
    • Define copy policy
    • Limit the thoughts
    • 2-3 main selling points
    • Write the spoken words for the ear and not to the eye
    • Repeat important points
    September 2008 Dilip M. Sarwate
  • 34. Copy writing (cont.)
    • Do’s and Don’ts
    • Write as if to one person
    • Talk to the listener as ‘You’
    • Phrases are ok
    • Be specific and not vague
    • Be natural, make it conversational
    • Be different, Show originality
    • Get extra attention
    • Revise and re-write
    September 2008 Dilip M. Sarwate
  • 35. Measurement
    • Communication impact
    • Sales impact
    • Tools
    • Pre testing: Opinion research, portfolio test, laboratory tests
    • Post testing: Recognition test, recall test (Aided/Unaided)
    September 2008 Dilip M. Sarwate
  • 36. Media Management
    • What is a Media? It is a Channel of Communication.
    • Decisions:
    • Target markets
    • Media habits of target customers
    • Media research
    • Media planning
    • Allocation of budgets
    September 2008 Dilip M. Sarwate
  • 37. Media
    • Criterion
    • Reach, frequency and impact
    • Major media types
    • Specific media vehicle
    • Media timing
    • Geographical media allocation
    • Alternatives
    • Print
    • Audio
    • Audio-visual
    • Post
    • Outdoor
    • Internet
    September 2008 Dilip M. Sarwate
  • 38. Thank you

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