This document provides an introduction to infrastructure marketing. It defines marketing as identifying and satisfying customer needs profitably. The goals of marketing are to attract new customers by promising superior value and keeping current customers satisfied. Marketing is viewed as satisfying customer needs rather than just selling. The marketing process involves understanding customer wants, designing a customer-driven strategy, creating an integrated program, and building profitable relationships. Infrastructure projects that can be marketed include airports, metro rail systems, ports, special economic zones, roads, urban services, townships, and telecom projects.

1. Introduction to Infrastructure Marketing
Introduction to Marketing
MBA~ IM – VTU

2. Introduction to Infrastructure Marketing
What Is Marketing?
Simple definition:
“Marketing is the management process responsible for
identifying, anticipating, and satisfying customer
requirements profitably.” (CIM,2001)
Goals:
1. Attract new customers by promising superior value.
2. Keep and grow current customers by delivering
satisfaction.
MBA~ IM – VTU

3. Introduction to Infrastructure Marketing
Marketing Defined
• Marketing is the activity, set of instructions, and processes for
creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large.
OLD view of marketing:
Making a sale—“telling and
selling”
NEW view of marketing:
Satisfying
customer needs
MBA~ IM – VTU

4. Introduction to Infrastructure Marketing
Customer
Value and
beneficial
relationship
Defining the term Marketing
Creating
Value
Product
Place
Exchange
A
B
Price
Delivering
Value
Promotion
Communicatin
g value
MBA~ IM – VTU

5. Introduction to Infrastructure Marketing
Why is Marketing Important?
Shifting Business Paradigms
Buyers’ markets
Sellers’ markets
MBA~ IM – VTU

6. Introduction to Infrastructure Marketing
The Marketing Process
A simple model of the marketing process:
• Understand the marketplace and customer needs and
wants.
• Design a customer-driven marketing strategy.
• Construct an integrated marketing program that delivers
superior value.
• Build profitable relationships and create customer
delight.
• Capture value from customers to create profits and
customer quality.
MBA~ IM – VTU

7. Introduction to Infrastructure Marketing
Marketing Management
philosophies
Describe four marketing management philosophies
Orientation
Focus
Production
What can we make or do best?
Sales
How can we sell more aggressively?
Marketing
What do customers want and need?
Societal
What do customers want and need,
and how can we benefit society?
MBA~ IM – VTU

8. Introduction to Infrastructure Marketing
Needs, Wants, and Demands
Need: State of felt deprivation including physical, social, and individual
needs.
• Physical needs: Food, clothing, shelter, safety
• Social needs: Belonging, affection
• Individual needs: Learning, knowledge, self-expression
Want: Form that a human need takes, as shaped by culture and
individual personality.
• Wants + Buying Power = Demand
MBA~ IM – VTU

9. Introduction to Infrastructure Marketing
Need/ Want Fulfillment
Needs & wants are fulfilled through a Marketing
Offering:
• Products:
– Persons, places, organizations, information, ideas.
• Services:
– Activity or benefit offered for sale that is essentially
intangible and does not result in ownership.
• Experiences:
– Consumers live the offering.
MBA~ IM – VTU

10. Introduction to Infrastructure Marketing
Customer Value and Satisfaction
Dependent on the product’s perceived performance relative
to a buyer’s expectations.
Care must be taken when setting expectations:
• If performance is lower than expectations, satisfaction is low.
• If performance is higher than expectations, satisfaction is high.
Customer satisfaction often leads to consumer loyalty.
Some firms seek to DELIGHT customers by exceeding expectations.
MBA~ IM – VTU

11. Introduction to Infrastructure Marketing
Marketing Management
The art and science of choosing target markets
and building profitable relationships with them.
• Requires that consumers and the marketplace be fully
understood.
• Aim is to find, attract, keep, and grow customers by
creating, delivering, and communicating superior value.
MBA~ IM – VTU

12. Introduction to Infrastructure Marketing
Marketing Management
Marketing managers must consider the following,
to ensure a successful marketing strategy:
1. What customers will we serve?
— What is our target market?
2. How can we best serve these customers?
— What is our value proposition?
MBA~ IM – VTU

13. Introduction to Infrastructure Marketing
Choosing a Value Proposition
The set of benefits or values a company promises
to deliver to consumers to satisfy their needs.
• Value
propositions
dictate
how
firms
will
differentiate and position their brands in the
marketplace.
MBA~ IM – VTU

14. Introduction to Infrastructure Marketing
The Marketing Concept
The marketing concept:
“A marketing management philosophy that holds that achieving
organizational goals depends on knowing the needs and
wants of target markets and delivering the desired
satisfaction better than competitors”
MBA~ IM – VTU

15. Introduction to Infrastructure Marketing
Customer Perceived Value
Customer perceived value:
– “Customer’s evaluation of the difference
between all of the benefits and all of the costs
of a marketing offer relative to those of
competing offers.” (Armstrong & Kotler)
– Perceptions may be subjective
– Consumers often do not objectively judge
values and costs.
Customer value = perceived benefits –
perceived sacrifice.
MBA~ IM – VTU

16. Introduction to Infrastructure Marketing
The Marketing Mix
The set of controllable, tactical marketing tools that
the firm blends to produce the response it wants
in the target market.
• Product: Variety, features, brand name, quality, design,
packaging, and services.
• Price: List price, discounts, allowances, payment period,
and credit terms.
• Place: Distribution channels, coverage, logistics,
locations, transportation, assortments, and inventory.
• Promotion: Advertising, sales promotion, public
relations, and personal selling.
MBA~ IM – VTU

17. Introduction to Infrastructure Marketing
Infrastructure Projects
Marketing Point of View
MBA~ IM – VTU

18. Introduction to Infrastructure Marketing
Few examples of Infrastructure Projects
• Airport projects
• METRO RAIL projects
• Ports
• SEZ’s
• Roads (High ways, Expressways, corridors)
• Urban Services & PURA
• Integrated Townships and leisure's
• Telecom Projects
MBA~ IM – VTU

19. Introduction to Infrastructure Marketing
Thank You
Continue in next class…….
MBA~ IM – VTU