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C A I I B
General Bank Management
Marketing Management for Bankers
MODULE D
2
What is Marketing…??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All...
3
Marketing = ?
Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of...
4
Marketing = ?
Marketing management is the art and science of
choosing target markets and getting, keeping, and
growing c...
5
Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communic...
6
Marketing = ?
 Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.
 M...
7
The 4 Ps & 4Cs
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience
8
Difference Between - Sales & Marketing ?
Sales
trying to get the customer to want what the
company produces
Marketing
tr...
9
Scope – What do we market
 Goods
 Services
 Events
 Experiences
 Personalities
 Place
 Organizations
 Properties...
10
Core Concepts of Marketing
Based on :
 Needs, Wants, Desires / demand
 Products, Utility, Value & Satisfaction
 Exch...
11
Needs, wants
demands
Markets Marketing &
Marketers
Utility, Value &
Satisfaction
Xchange, Transaction
Relationships
Pro...
12
Core Concepts of Marketing
 Need – food ( is a must )
 Want – Pizza, Burger, French fry's ( translation of a need
as ...
13
In order to understand Marketing let us begin with the
Marketing Triangle
Customers
CompetitionCompany
14
Who is a Customer ??
Anyone who is in the market looking at a product /
service for attention, acquisition, use or cons...
15
Customer –
CUSTOMER has needs, wants, demands and
desires
Understanding these needs is starting point of the
entire mar...
16
How Do Consumers Choose Among
Products & Services?
Value - the value or benefits the customers gain from
using the prod...
17
Customers - Problem Solution
As a priority , we must bring to our customers
“WHAT THEY NEED”
We must be in a position t...
18
Customer looks for Value
Value = Benefit / Cost
Benefit = Functional Benefit + Emotional
Benefit
Cost = Monetary Cost +...
20
Strategic Marketing
Strategic marketing management is concerned with
how we will create value for the customer
Asks two...
21
Strategic Planning
Strategic Planning is the managerial process of
creating and maintaining a fit between the
organizat...
22
The Strategic-Planning, Implementation,
and Control Process
23
Business Strategic-Planning Process
External environment
(Opportunity &
Threat analysis)
Internal Environment
(Strength...
24
Strategy Formulation
Environmental Analysis
Internal AnalysisCompetitor
Customer
Supplier
Regulatory
Social/ Political
...
25
The Marketing Plan
A written document that acts as a guidebook of
marketing activities for the marketing manager
26
CONTENTS of MARKETING PLAN
Business Mission Statement
Objectives
Situation Analysis (SWOT)
Marketing Strategy
 Target ...
27
The Marketing Process
Business
Mission
Statemen
t
Objective
s
Situation
or SWOT
Analysis
Implementation
Evaluation, Con...
Marketing Environment
29
Why a product like radio declined
and now once again emerging as
an entertainment medium ?
30
What Were the Drivers of This Change ?
Technology ?
Government policy ?
Other media substitutes ?
31
Why Market Leaders Suffered ?
 HMT vs. Titan
 HLL vs. Nirma
 Bajaj vs. Honda
 Dot.com boom, then bust and now resur...
32
Factors
Influencing
Company’s
Marketing
Strategy
33
DemographicsDemographics
Social
Change
Social
Change
Economic
Conditions
Economic
Conditions
Political &
Legal Factors
...
34
The macro-environment
is the assessment of the external forces that act upon the
firm and its customers, that create th...
35
P r o d u c tP r o d u c t
36
Anything that is offered to the market for
attention, acquisition, use or consumption that
satisfies a want or a need
P...
37
Types of Products
Consumer
Products
Industrial
Products
PRODUCTS
Services
38
Product Items, Lines, and Mixes
Product ItemProduct Item
Product LineProduct Line
Product MixProduct Mix
A specific ver...
39
Product Mix
Width – how many product lines a company has
Length – how many products are there in a product line
Depth –...
40
Gillette’s Product Lines & Mix
Blades and Writing
razors Toiletries instruments Lighters
Fusion – 5 blade
Mach 3 Turbo
...
41
What is a Service? Defining
the Essence
An act or performance offered by one party to another
(performances are intangi...
42
Some Industries - Service Sector
Banking, stock broking
Lodging
Restaurants, bars,
catering
Insurance
News and entertai...
43
Classification of Services
Pure Tangible Product
Materials / Components
Computers
Major Product with
Minor Services
Pro...
44
 Intangibility – Services are intangibility cannot be seen,
tasted, felt, heard or smelled before purchase.
 Insepara...
45
The Marketing Mix
The conventional view of the marketing mix consisted of
four components (4 Ps): Product, Price, Place...
46
The “8Ps” of Integrated Service
Management vs. the Traditional
“4Ps”
► Product elements
► Place, cyberspace, and time
►...
47
The Give and Get of Marketing
48
Great Words on Marketing
1. “The purpose of a company is ‘to create a customer…The only
profit center is the customer.’...
49
Drivers of Customer Satisfaction
Many aspects of the firm’s value proposition contribute
to customer satisfaction:
 Th...
50
Marketers and Markets
Marketers are focused on stimulating exchanges with
customers who make up markets – B2C or B2B.
T...
51
Stages of Customer Interaction
52
What Changed in Marketing…
• Organize by product units
• Focus on profitable transactions
• Look primarily at financial...
53
Are Banks trulyAre Banks truly
marketing-savvy andmarketing-savvy and
customer - centric?customer - centric?
54
Myth 1 – The larger the range of products, the more
customer-centric I am.
Mythbuster – The range of products hasMythbu...
55
Myth 2 – Better technology (read CRM) leads to
better customer service.
Mythbuster – TechnologyMythbuster – Technology
...
56
Myth 3 – Launch a product and the customer will start
using instantly.
- Give a customer a card and he will learn how t...
57
Mythbuster – CustomersMythbuster – Customers
are not only presentare not only present
where competition is.where compet...
58
Myth 5 – Just advertise and - You will sell.
Mythbuster – Advertising will only sell,Mythbuster – Advertising will only...
59
Myth 6 – No difference between marketing & selling
Mythbuster –Mythbuster – “Selling focuses on the needs of the“Sellin...
60
Myth 7 – In the absence of relationships ‘trust’ builds
financial brands
Mythbuster – TMythbuster – Trust is not a diff...
61
So what will the differentiators be :So what will the differentiators be :
• Technology ?
• Brand ?
62
The real differentiator ofThe real differentiator of
customer – centricity in acustomer – centricity in a
commoditised ...
63
Thank You
sagarnarsian@yahoo.com
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Intro to marketing

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Introduction to marketing management

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Intro to marketing

  1. 1. C A I I B General Bank Management Marketing Management for Bankers MODULE D
  2. 2. 2 What is Marketing…?? Selling? Advertising? Promotions? Making products available in stores? Maintaining inventories? All of the above, plus much more!
  3. 3. 3 Marketing = ? Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals American Marketing Association
  4. 4. 4 Marketing = ? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
  5. 5. 5 Simple Marketing System Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information
  6. 6. 6 Marketing = ?  Marketing is the sum of all activities that take you to a sales outlet. After that sales takes over.  Marketing is all about creating a pull, sales is all about push.  Marketing is all about managing the four P’s –  product  price  place  promotion
  7. 7. 7 The 4 Ps & 4Cs Marketing Mix Product Price Promotion Place Customer Solution Customer Cost Communication Convenience
  8. 8. 8 Difference Between - Sales & Marketing ? Sales trying to get the customer to want what the company produces Marketing trying to get the company produce what the customer wants
  9. 9. 9 Scope – What do we market  Goods  Services  Events  Experiences  Personalities  Place  Organizations  Properties  Information  Ideas and concepts
  10. 10. 10 Core Concepts of Marketing Based on :  Needs, Wants, Desires / demand  Products, Utility, Value & Satisfaction  Exchange, Transactions & Relationships  Markets, Marketing & Marketers.
  11. 11. 11 Needs, wants demands Markets Marketing & Marketers Utility, Value & Satisfaction Xchange, Transaction Relationships Products Core Concepts of Marketing
  12. 12. 12 Core Concepts of Marketing  Need – food ( is a must )  Want – Pizza, Burger, French fry's ( translation of a need as per our experience )  Demand – Burger ( translation of a want as per our willingness and ability to buy )  Desire – Have a Burger in a five star hotel
  13. 13. 13 In order to understand Marketing let us begin with the Marketing Triangle Customers CompetitionCompany
  14. 14. 14 Who is a Customer ?? Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption that satisfies a want or a need CUSTOMER IS . . . . .
  15. 15. 15 Customer – CUSTOMER has needs, wants, demands and desires Understanding these needs is starting point of the entire marketing These needs, wants …… arise within a framework or an ecosystem Understanding both the needs and the ecosystem is the starting point of a long term relationship
  16. 16. 16 How Do Consumers Choose Among Products & Services? Value - the value or benefits the customers gain from using the product versus the cost of obtaining the product. Satisfaction - Based on a comparison of performance and expectations.  Performance > Expectations => Satisfaction  Performance < Expectations => Dissatisfaction
  17. 17. 17 Customers - Problem Solution As a priority , we must bring to our customers “WHAT THEY NEED” We must be in a position to UNDERSTAND their problems Or in a new situation to give them a chance to AVOID the problems
  18. 18. 18 Customer looks for Value Value = Benefit / Cost Benefit = Functional Benefit + Emotional Benefit Cost = Monetary Cost + Time Cost + Energy Cost + Psychic Cost
  19. 19. 20 Strategic Marketing Strategic marketing management is concerned with how we will create value for the customer Asks two main questions  What is the organization’s main activity at a particular time? – Customer Value  What are its primary goals and how will these be achieved? – how will this value be delivered
  20. 20. 21 Strategic Planning Strategic Planning is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.  Also called Strategic Management Process  All organizations have this  Can be Formal or Informal
  21. 21. 22 The Strategic-Planning, Implementation, and Control Process
  22. 22. 23 Business Strategic-Planning Process External environment (Opportunity & Threat analysis) Internal Environment (Strength/ Weakness analysis) Goal FormulationBusiness Mission
  23. 23. 24 Strategy Formulation Environmental Analysis Internal AnalysisCompetitor Customer Supplier Regulatory Social/ Political Technology Know-How Manufacturing Know-How Marketing Know-How Distribution Know-How Logistics Strength & Weaknesses Identity Core Competencies Opportunities & Threats Identify opportunity Fit internal Competencies with external opportunities Firm Strategies
  24. 24. 25 The Marketing Plan A written document that acts as a guidebook of marketing activities for the marketing manager
  25. 25. 26 CONTENTS of MARKETING PLAN Business Mission Statement Objectives Situation Analysis (SWOT) Marketing Strategy  Target Market Strategy  Marketing Mix  Positioning  Product  Promotion  Price  Place – Distribution  People  Process Implementation, Evaluation and Control
  26. 26. 27 The Marketing Process Business Mission Statemen t Objective s Situation or SWOT Analysis Implementation Evaluation, Control Target Market Strategy Marketing Strategy Product Promotion Place/Distribution Price Marketing Mix
  27. 27. Marketing Environment
  28. 28. 29 Why a product like radio declined and now once again emerging as an entertainment medium ?
  29. 29. 30 What Were the Drivers of This Change ? Technology ? Government policy ? Other media substitutes ?
  30. 30. 31 Why Market Leaders Suffered ?  HMT vs. Titan  HLL vs. Nirma  Bajaj vs. Honda  Dot.com boom, then bust and now resurgence  Market leadership today cannot be taken for granted.New and more efficient companies are able to upstage leaders in a much shorter period.
  31. 31. 32 Factors Influencing Company’s Marketing Strategy
  32. 32. 33 DemographicsDemographics Social Change Social Change Economic Conditions Economic Conditions Political & Legal Factors Political & Legal Factors TechnologyTechnology CompetitionCompetition Environmental Scanning Target Market Product Distribution Promotion Price Product Distribution Promotion Price External Environment is not controllable Ever-Changing Marketplace External Marketing Environment Physical / Natural
  33. 33. 34 The macro-environment is the assessment of the external forces that act upon the firm and its customers, that create threats & opportunities
  34. 34. 35 P r o d u c tP r o d u c t
  35. 35. 36 Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need Product is . . . . .
  36. 36. 37 Types of Products Consumer Products Industrial Products PRODUCTS Services
  37. 37. 38 Product Items, Lines, and Mixes Product ItemProduct Item Product LineProduct Line Product MixProduct Mix A specific version of a product that can be designated as a distinct offering among an organization’s products. A specific version of a product that can be designated as a distinct offering among an organization’s products. A group of closely-related product items. A group of closely-related product items. All products that an organization sells. All products that an organization sells.
  38. 38. 39 Product Mix Width – how many product lines a company has Length – how many products are there in a product line Depth – how many variants of each product exist within a product line Consistency – how closely related the product lines are in end use
  39. 39. 40 Gillette’s Product Lines & Mix Blades and Writing razors Toiletries instruments Lighters Fusion – 5 blade Mach 3 Turbo Mach 3 Series Paper Mate Cricket Sensor Adorn Flair S.T. Dupont Trac II Toni S.T. Dupont Atra Right Guard Swivel Silkience Double-Edge Soft and Dri Lady Gillette Foamy Super Speed Dry Look Twin Injector Dry Idea Techmatic Brush Plus Width of the product mixWidth of the product mix DepthoftheproductlinesDepthoftheproductlines
  40. 40. 41 What is a Service? Defining the Essence An act or performance offered by one party to another (performances are intangible, but may involve use of physical products) An economic activity that does not result in ownership A process that creates benefits by facilitating a desired change in customers themselves, or their physical possessions, or intangible assets
  41. 41. 42 Some Industries - Service Sector Banking, stock broking Lodging Restaurants, bars, catering Insurance News and entertainment Transportation (freight and passenger) Health care Education Wholesaling and retailing Laundries, dry-cleaning Repair and maintenance Professional (e.g., law, architecture, consulting)
  42. 42. 43 Classification of Services Pure Tangible Product Materials / Components Computers Major Product with Minor Services Product = Service Major Service with Minor Product Business Hotels Good Transportation Banking Pure Intangible Service
  43. 43. 44  Intangibility – Services are intangibility cannot be seen, tasted, felt, heard or smelled before purchase.  Inseparability - Services are produced and consumed simultaneously.  Variability or Heterogeneity – Services are highly variable  Perishability – Services cannot be stored.  Non Ownership - Services are rendered but there is no transfer of title Major Characteristic of Services
  44. 44. 45 The Marketing Mix The conventional view of the marketing mix consisted of four components (4 Ps): Product, Price, Place/ distribution and Promotion. Generally acknowledged that this is too narrow today; now includes , Processes, Productivity [technology ] People [employees], Physical evidence Marketers today are focused on virtually all aspects of the firm’s operations that have the potential to affect the relationship with customers.
  45. 45. 46 The “8Ps” of Integrated Service Management vs. the Traditional “4Ps” ► Product elements ► Place, cyberspace, and time ► Process ► Productivity and quality ► People ► Promotion and education ► Physical evidence ► Price and other user outlays
  46. 46. 47 The Give and Get of Marketing
  47. 47. 48 Great Words on Marketing 1. “The purpose of a company is ‘to create a customer…The only profit center is the customer.’” 2. “A business has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs.” 3. “The aim of marketing is to make selling unnecessary.” 4. “While great devices are invented in the Laboratory, great products are invented in the Marketing department.” 5. “Marketing is too important to be left to the marketing department.”
  48. 48. 49 Drivers of Customer Satisfaction Many aspects of the firm’s value proposition contribute to customer satisfaction:  The core product or service offered  Support services and systems  The technical performance of the firm  Interaction with the firm and it employees  The emotional connection with customers Ability to add value and to differentiate as a firm focuses more on the top levels
  49. 49. 50 Marketers and Markets Marketers are focused on stimulating exchanges with customers who make up markets – B2C or B2B. The market is comprised of people who play a series of roles: decision makers, consumers, purchasers, and influencers. It is absolutely essential that marketers have a detailed understanding of consumers, their needs and wants. Much happens before and after the sale to affect customer satisfaction
  50. 50. 51 Stages of Customer Interaction
  51. 51. 52 What Changed in Marketing… • Organize by product units • Focus on profitable transactions • Look primarily at financial scorecard • Focus on shareholders • Marketing does the marketing • Build brands through advertising • Focus on customer acquisition • No customer satisfaction measurement • Over-promise, under-deliver • Organize by customer segments • Focus on customer lifetime value • Look also at marketing scorecard • Focus on stakeholders • Everyone does the marketing • Build brands through performance • Focus on customer retention • Measure customer satisfaction and retention rate • Under-promise, over-deliver Old Economy New Economy
  52. 52. 53 Are Banks trulyAre Banks truly marketing-savvy andmarketing-savvy and customer - centric?customer - centric?
  53. 53. 54 Myth 1 – The larger the range of products, the more customer-centric I am. Mythbuster – The range of products hasMythbuster – The range of products has emerged from beingemerged from being competition-centric.competition-centric.
  54. 54. 55 Myth 2 – Better technology (read CRM) leads to better customer service. Mythbuster – TechnologyMythbuster – Technology alone does not deliver,alone does not deliver, helps people do.helps people do.
  55. 55. 56 Myth 3 – Launch a product and the customer will start using instantly. - Give a customer a card and he will learn how to play with it immediately Mythbuster – Customers needMythbuster – Customers need To be educated too…To be educated too…
  56. 56. 57 Mythbuster – CustomersMythbuster – Customers are not only presentare not only present where competition is.where competition is. Myth 4 – The only way to get a customer is from competition.
  57. 57. 58 Myth 5 – Just advertise and - You will sell. Mythbuster – Advertising will only sell,Mythbuster – Advertising will only sell, Not retain customers.Not retain customers.
  58. 58. 59 Myth 6 – No difference between marketing & selling Mythbuster –Mythbuster – “Selling focuses on the needs of the“Selling focuses on the needs of the seller; marketing on the needs of the buyer.seller; marketing on the needs of the buyer.
  59. 59. 60 Myth 7 – In the absence of relationships ‘trust’ builds financial brands Mythbuster – TMythbuster – Trust is not a differentiator at all…rust is not a differentiator at all… it is the very minimum that the customer expects!!it is the very minimum that the customer expects!!
  60. 60. 61 So what will the differentiators be :So what will the differentiators be : • Technology ? • Brand ?
  61. 61. 62 The real differentiator ofThe real differentiator of customer – centricity in acustomer – centricity in a commoditised world of financialcommoditised world of financial products -products - Customer Service !Customer Service !
  62. 62. 63 Thank You sagarnarsian@yahoo.com

Introduction to marketing management

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