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THE MARKETING
CONCEPT
NAME : DHRUBAJYOTI KARMAKAR
KARMAKAR.DHRUV100@GMAIL.COM
ROLL NUMBER : 02
GCCBA
INDEX
Introduction
Marketing
Marketing concepts
Overview of concepts
The marketing concept
Tata Nano
Market research
Meeting customer needs
Conclusion
Marketing concept 2
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.
Marketing concept 3
Marketing concept 4
MARKETING CONCEPTS
Marketing concept 5
o There are FIVE competing concepts
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Marketing Concept
• The Production Concept
The oldest of the concepts in business.consumers will prefer
products that are widely available and inexpensive. concentrate
on achieving high production efficiency, low costs, and mass
distribution. They assume that consumers are primarily interested
in product availability and low prices.
• The Product Concept
This orientation holds that consumers will favor those products
that offer the most quality, performance, or innovative
features. concentrate on making superior products and improving
them over time.
Marketing concept 6
• The Selling Concept.
This is another common business orientation. It holds that consumers and
businesses, if left alone, will ordinarily not buy enough of the selling
company’s products. The organization must, therefore, undertake an
aggressive selling and promotion effort. Their aim is to sell what they
make rather than what the market wants.
• The Societal Marketing Concept
This concept holds that the organization’s task is to determine the needs,
wants, and interests of target markets and to deliver the desired
satisfactions more effectively and efficiently than competitors (this is the
original Marketing Concept). Additionally, it holds that this all must be
done in a way that preserves or enhances the consumer’s and the
society’s well-being.
Marketing concept 7
THE MARKETING CONCEPT
• It undertakes activities such as market research.
• The Marketing Concept is suitable for almost any type of product and
market. As this it works on the needs and demands of the customer.
• Companies that are following the marketing concept requires to bare
less risk and uncertainty.Instead of making an assumption, The
marketing concept finds out what really the consumer requires and
acts accordingly to them.
• Marketing concept works on facts gathered by its “market and
customer first” approach.
Marketing concept 8
TATA NANO
-TATA MOTORS
• Tata nano is a product of the parent company Tata
Motors and built with the intention of manufacturing
and selling in India. Tata nano has an apt tag line
“People’sCar” and this concept has led to its popularity
in the Indian automobile market. This has been Ratan
Tata’s answer to the middle class family’s quest of an
affordable car. Theconsumers have appreciated the
transportation solution.
Marketing concept 9
Marketing concept 10
MARKET RESEARCH
• The brainchild of Mr.Ratan Tata, Tata nano has been specifically
designed for small families .
The motive was to create a car which will be:
• Affordable in price & comparatively Less expensive.
• Car at a price of a bike.
• To satisfy the middle class people.
• Make driving Safer .
• Utmost quality & comfort .
This was exactly what the customer required and needs .
Marketing concept
11
MEETING THE NEEDS
 Announced as the most affordable production car in
the world, Tata aimed for a price of ₹100,000,
approximately $2,000 US at the time.
 The car is in such a manner that it is spacious with
generous headroom and enough leg space.
 Four doors on either side make movement easy and
comfortable.
 good mileage and efficiency.
Marketing concept 12
SATISFYING THE CUSTOMER NEEDS
The car is made with light steel and this has been done for cost
cutting but in no way does it compromise with the safety of the
product.
Its petrol engine is built to increase the fuel efficiency. This
eco-friendly car Tata nano is a no-frills car with impeccable
services.
It is comfortable as well as attractive in beautiful colors.
 The word is very true for this product as it comes in a small and
compact size but whose technology is by far more superior then
some of the other products that are available in the same
segment.
• .Marketing concept
13
Marketing concept 14

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The Marketing concepts

  • 1. THE MARKETING CONCEPT NAME : DHRUBAJYOTI KARMAKAR KARMAKAR.DHRUV100@GMAIL.COM ROLL NUMBER : 02 GCCBA
  • 2. INDEX Introduction Marketing Marketing concepts Overview of concepts The marketing concept Tata Nano Market research Meeting customer needs Conclusion Marketing concept 2
  • 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. Marketing concept 3
  • 5. MARKETING CONCEPTS Marketing concept 5 o There are FIVE competing concepts The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept
  • 6. • The Production Concept The oldest of the concepts in business.consumers will prefer products that are widely available and inexpensive. concentrate on achieving high production efficiency, low costs, and mass distribution. They assume that consumers are primarily interested in product availability and low prices. • The Product Concept This orientation holds that consumers will favor those products that offer the most quality, performance, or innovative features. concentrate on making superior products and improving them over time. Marketing concept 6
  • 7. • The Selling Concept. This is another common business orientation. It holds that consumers and businesses, if left alone, will ordinarily not buy enough of the selling company’s products. The organization must, therefore, undertake an aggressive selling and promotion effort. Their aim is to sell what they make rather than what the market wants. • The Societal Marketing Concept This concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors (this is the original Marketing Concept). Additionally, it holds that this all must be done in a way that preserves or enhances the consumer’s and the society’s well-being. Marketing concept 7
  • 8. THE MARKETING CONCEPT • It undertakes activities such as market research. • The Marketing Concept is suitable for almost any type of product and market. As this it works on the needs and demands of the customer. • Companies that are following the marketing concept requires to bare less risk and uncertainty.Instead of making an assumption, The marketing concept finds out what really the consumer requires and acts accordingly to them. • Marketing concept works on facts gathered by its “market and customer first” approach. Marketing concept 8
  • 9. TATA NANO -TATA MOTORS • Tata nano is a product of the parent company Tata Motors and built with the intention of manufacturing and selling in India. Tata nano has an apt tag line “People’sCar” and this concept has led to its popularity in the Indian automobile market. This has been Ratan Tata’s answer to the middle class family’s quest of an affordable car. Theconsumers have appreciated the transportation solution. Marketing concept 9
  • 11. MARKET RESEARCH • The brainchild of Mr.Ratan Tata, Tata nano has been specifically designed for small families . The motive was to create a car which will be: • Affordable in price & comparatively Less expensive. • Car at a price of a bike. • To satisfy the middle class people. • Make driving Safer . • Utmost quality & comfort . This was exactly what the customer required and needs . Marketing concept 11
  • 12. MEETING THE NEEDS  Announced as the most affordable production car in the world, Tata aimed for a price of ₹100,000, approximately $2,000 US at the time.  The car is in such a manner that it is spacious with generous headroom and enough leg space.  Four doors on either side make movement easy and comfortable.  good mileage and efficiency. Marketing concept 12
  • 13. SATISFYING THE CUSTOMER NEEDS The car is made with light steel and this has been done for cost cutting but in no way does it compromise with the safety of the product. Its petrol engine is built to increase the fuel efficiency. This eco-friendly car Tata nano is a no-frills car with impeccable services. It is comfortable as well as attractive in beautiful colors.  The word is very true for this product as it comes in a small and compact size but whose technology is by far more superior then some of the other products that are available in the same segment. • .Marketing concept 13