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  2. 2. What is Marketing? Marketing is the process of discovering and translating consumer wants into products and services and then in turn making it possible for them to enjoy the products and services Discovering consumer wants Translating into products and services Customer Satisfaction
  3. 3. Core Marketing Concepts Needs, wants, and demands Markets Products Exchange, transactions, and relationships Value, satisfaction, and quality
  4. 4. Marketing Management Philosophies Consumers favor products that are available and highly affordable. Improve production and distribution. Consumers favor products that offer the most quality, performance, and innovative features. Consumers will buy products only if the company promotes/ sells these products. Focuses on needs/ wants of target markets & delivering satisfaction better than competitors. Focuses on needs/ wants of target markets & delivering superior value PRODUCTION CONCEPT PRODUCT CONCEPT SELLING CONCEPT MARKETING CONCEPT SOCIETAL MARKETING CONCEPT
  5. 5. Introduction of marketing mix <ul><li>Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. Marketing mix is a model of crafting and implementing marketing strategy. </li></ul><ul><li>The major marketing mix variables are as f which are: </li></ul><ul><li>i. Product </li></ul><ul><li>ii. Price </li></ul><ul><li>iii. Place (Distribution) </li></ul><ul><li>iv. Promotion. </li></ul><ul><li>With the increase in complexity the 4p’s now have become 7p’s. </li></ul><ul><li>Physical evidence. </li></ul><ul><li>People </li></ul><ul><li>Public relation </li></ul>
  6. 6. <ul><li>Throughout the assignment I will prefer to use my reference to Soft dot Hi-Tech Educational & Training Institute . I will refer to this Institute how it has diversify its market products, the price range, places for distribution and the promotional strategies they have used to promote their products. </li></ul><ul><li>Soft dot In Brief </li></ul><ul><li>A harbinger of quality education, Soft dot Hi-Tech Educational & Training Institute is an innovative Educational and Training organization. With professional expertise under the belt, the institute offers excellent education in various streams viz. </li></ul><ul><li>Management </li></ul><ul><li>Mass Communication </li></ul><ul><li>Insurance </li></ul><ul><li>CA Coaching </li></ul><ul><li>Information Technology </li></ul><ul><li>Travel & Tourism </li></ul><ul><li>Hardware & Networking Computer Courses </li></ul>
  7. 7. Soft dot Products <ul><li>The first market mix element is Product . A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want.. These product attributes can be manipulated depending on what the target market wants. Also, customers always look for new and improved things, which is why marketers should improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customer. </li></ul>
  8. 8. Soft dot has a variety of products ranging from <ul><li>BACHELOR’S DEGREE COURSES </li></ul><ul><li>BBA - Bachelor of Business Administration </li></ul><ul><li>BCA - Bachelor of Computer Application </li></ul><ul><li> Bachelor of Commerce </li></ul><ul><li>BMC - Bachelor of Mass Communication </li></ul><ul><li>B.Sc. (IT) - Bachelor of Science in Information Technology </li></ul><ul><li>MASTER’S DEGREE COURSES </li></ul><ul><li>MBA - Master of Business Administration </li></ul><ul><li>MCA - Master of Computer Application </li></ul><ul><li>MBA (IT) - Master of Business Administration in Information Technology </li></ul><ul><li>M.Sc. (IT) - Master of Science in Information Technology </li></ul><ul><li>M.Sc. (CS) - Master of Science (Computer Science) </li></ul><ul><li>M.Com. - Master of Commerce </li></ul>
  9. 9. Soft dot Promotion <ul><li>Brief Introduction: </li></ul><ul><li>Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy, to favorably influence target customers’ perceptions to facilitate exchange between the marketer and the customer that may satisfy the objective of both customer and the company. </li></ul><ul><li>A company’s promotional efforts are the only controllable means to create awareness among publics about itself, the products and services it offers , their features and influence their attitudes favorably </li></ul><ul><li>The major elements of promotion mix include advertising, personal selling, sales promotion, direct marketing, and publicity. Soft Dot has used all of these marketing communication mix elements. </li></ul>
  10. 10. Sales Promotion <ul><li>Sales promotion is a marketing discipline that utilizes a variety of incentives techniques to structure sales – related programs targeted to customers, trade, and/or sales levels that generate a specific, measurable action or response for a product or service. </li></ul><ul><li>Sales promotions for example includes free samples, discount, rebates, contents and sweepstakes, premiums, scratch cards, exchange offers, early bird prizes, etc. </li></ul><ul><li>Soft dot has promoted its products through different sales promotional strategies. For example:- Providing scholarships and concessions etc. </li></ul>
  11. 11. . <ul><li>Advertising </li></ul><ul><li>Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc. by an identified sponsor </li></ul><ul><li>So far, Soft dot has advertised its products through many different ways and media. Through Newspapers and Radio we have seen different advertisements of its products. Also through posters, hoardings and canopies it is advertising its products. </li></ul>
  12. 12. Public Relations and Publicity <ul><li>Public relations is a broad set of communication activities employed to create and maintain favourable relationship with employees, shareholders, suppliers, media, educators, potential investors, financial institutions, government agencies and officials and society in general. </li></ul><ul><li>Through its website, Soft dot has its provided contacts for those customers who will be in need of any information from the institute. In this way it can create a mutual relationship with its customers and ensure that it serves the wishes and demands of its customers. </li></ul>
  13. 13. Softdot Place <ul><li>Decisions with respect to place focus on making the product available in adequate quantities at places where customers are normally expected to go for them to satisfy their needs. </li></ul><ul><li>Depending on the nature of the product, marketing management decides to put into place an exclusive, selective or intensive network of distribution, while selecting the appropriate dealers or wholesalers. </li></ul><ul><li>Soft dot has used it in following ways </li></ul><ul><li>All the Institutes are located at prominent locations well connected with all modes of transport .they are located at :- </li></ul><ul><li>CORPORATE OFFICE-CUM-INSTITUTE K-16, South Extension Part-I, New Delhi-49 Ph. : 24601315, 24601316, 24601330, 24601347 </li></ul>
  14. 14. <ul><li>Institute : 3rd Floor,NDM I, (Near Bikanerwala) Netaji Subhash Place, Pitam pura New Delhi-34 Ph.: 47047478 / 9 </li></ul><ul><li>Janakpuri </li></ul><ul><li>Admission Office cum Institute : 8th Floor, Jaina Tower-II District Centre, (Adjacent to Satyam Cineplex), Janakpuri New Delhi-58 Ph: 41588840 / 41 / 42 /43 </li></ul><ul><li>Preet Vihar </li></ul><ul><li>Admission Office cum Institute : E-367, Nirman Vihar Near Nirman Vihar Metro Station, Opp. V3S Mall, Preet Vihar New Delhi-110092 Ph: 43018620 / 21/ 22 / 23 </li></ul>
  15. 15. SOFT DOT Price <ul><li>Pricing decisions are almost always made in consultation with marketing management. Price is the only marketing mix variable that can be altered quickly. Price variables such as dealer price, retail price, discounts, allowances, credit terms etc. influence the development of marketing strategy, as price is a major factor that influences the assessment of value obtained by customers. Customers directly relate price to quality, particularly in case of products that are ego intensive of technology based. </li></ul><ul><li>Soft dot being an educational institute which emphasize product quality, it tends to sell its products with price range from moderately-high to high-prices. Fee structure of soft dot is about 2.95 lacs for P.G courses and around 2 lacs for U.G courses. </li></ul>