This document provides an overview of marketing management and key concepts. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of goods and services. Marketing involves creating value for customers to satisfy their needs through exchanges. The document then discusses key marketing concepts like customers, target markets, needs, wants, demands. It provides definitions of marketing from the AMA and Philip Kotler. The marketing process and various elements of the marketing mix like product, price, place, and promotion are explained. Dabur's products, pricing strategies, distribution network, and promotional activities are summarized as an example.

1. marketing MANAGEMENT
Subject: Marketing Management
By : Mrs Sunita Saini

2. MARKETING
MEANING:
Marketing is a performance of business activity that direct the flow of goods ,
services and ideas from producer to consumer . In other words , Marketing is
the process of planning and executing the conception, pricing, promotion and
distribution of goods and services to create exchanges that satisfy individual
and organizational objectives.

3. DEFINITIONS OF MARKETING
DEFINITION:
1. American Marketing Association(AMA) Board of Directors, Marketing is
the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.
2. Philip Kotler defines Marketing as “the science and art of exploring,
creating, and delivering value to satisfy the needs of a target market at a
profit.

4. CONCEPTS OF MARKETING
Customers Target Market
Needs Wants
Demands
Desire + Ability
to Pay +
Willingness to
Buy
Exchange
Transaction Transfer
One way
process. Eg Gift ,
Donations etc.

5. Plan your Work and Work your Plan
by Napoleon Hill

6. MARKETING PROCESS
MISSION
• MISSION STATEMENT
• CORPORATE OBJECTIVES
SITUATION
ANALYSIS
• SWOT ANALYSIS
• PEST ANALYSIS ETC.
MARKETING
STRATEGY
• LONG TERM APPROACH
MARKETING
MIX
• PRODUCT, PRICE, PROMOTION , PLACE
IMPLEMENTATION
AND CONTROL
• PUT THE PLAN INTO ACTION AND MONITOR CONTROL

8. PRODUCT
Philip Kotler: “A product is anything that can be offered to a market for
attention, acquisition, use or consumption. It includes physical objects, services,
personalities, place, organizations and ideas.”
PRICE
PLACE
PROMOTION
Philip Kotler: “ Price is the amount of money charged for a product or
service.”
Philip Kotler: “ The various the company undertakes to make the product
accessible and available to target costumer.”
Philip Kotler“ Promotion includes all the activities of the company undertakes
to communicate and promote its products to the target market.”

9. Product Size
Product Shape
Product Colour
Packaging
Quality
Product Line
After Sale Services
Product Design
Brand Name etc.
Discounts
Credit Terms
Pricing Policies
Payment Period
Rebates etc
Distribution
Channels
Transport
Place of
Distribution
Warehousing
Inventory etc
Advertisement
Sale Promotion
Personal Selling
Publicity
Public Relations
Direct Marketing
Sponsorship etc
Product Mix Price Mix Place Mix Promotion Mix

10. DABUR PRODUCTS:
Dabur has a wide range of product portfolio. The following are the products in the marketing mix strategy offered
by Dabur globally:
• Hair Care :
• Oral Care:
• Skin Care:
• Baby Care etc.

11. DABUR PRICE
Dabur follows different pricing strategies in its marketing mix for
different product offerings. For its premium products such as Dabur
Herbal (Premium range), Sun care, body wash, body creams are priced at
a premium as they are targeted at high end target segment. For its low
cost products, the prices are kept low and competitive pricing strategy is
followed.

12. DABUR PLACE
• The distribution is not only in India but abroad as well.
• In India, Dabur has various plants manufacturing located throughout the country. Most of its plants are located in Himachal Pradesh,
Rajasthan and Madhya Pradesh etc. From these plants, the products are transported to the carrying and forwarding agents. From there
they are passed down to the stockists, distributors, wholesalers and then retailers and Kirana stores from where the final consumers can
purchase the products.
• The ayurvedic company has a wide distribution network, covering six million retail outlets with a high penetration in both urban and
rural markets.
• Dabur's products also have huge presence in the overseas markets and are today available in over 120 countries across the globe. Its
brands are highly popular in the Middle East, SAARC countries, Africa, US, Europe and Russia.
Plant/Factory C& F Agents
Stockists
Distributors
Wholesalers
Kirana
Stores
Retailers
Final
Consumers

13. DABUR PROMOTION
Dabur does its major promotions through Advertising ,Sales Promotion, Public Relations etc. In India, famous
celebrities and sportsmen endorse their products.

14. REFERENCES
• https://www.mbaskool.com/marketing-mix/products/16760-dabur.html
• https://www.outlookindia.com/outlookmoney/investment/the-fmcg-leader-dabur-2238
• https://www.google.com/search?q=needs+images&rlz=1C1CHBD_ enIN905IN907&oq=
needs+images&aqs=chrome..69i57j0l7.3958j1j9&sourceid=chrome&ie=UTF-8
• https://www.google.com/search?rlz=1C1CHBD_ enIN905IN907&ei=ctEJX-PoDsaU4-
EPuYaVyAw&q=wants+images&oq=wants+images&gs_ lcp=CgZwc3ktYWIQAzIGCAA
QBxAeMgIIADIGCAAQBxAeMgYIABAH

15. THANK YOU