Marketing management.ppt iibm.sarwate

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Marketing management.ppt iibm.sarwate

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

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