MBA marketing management

1. INTRODUCTION TO
MARKETING
In the new Millennium

2. Typical Lifestyle of Mr.Rohit
• Times of India
• Lifebuoy Soap
• Head and Shoulders
• Fair and Handsome
• Cinthol powder
• Radio Mirchi

3. Sale s
rtisin
g s
Pro motion
A d ve
Public re e Co
l a ti o n s Servic C a ta l
ogues up on s
What is Marketing, anyway?
merc
e nels
com n g chan
E- ry Shoppi
Delive
Spons
Retail o rships Re
in g sea
rc h
il
Dire ct ma
Pricing
Packa Billb
g ing oard
s

4. What is Marketing ?
• “Meeting needs profitably” – E-bay and Ikea
• Creating, Communicating and delivering value.
• Managing customer relationship – win win.
• Social definition – Exchange of needs and wants.
• Selling vs. Marketing
• Sony, Apple, Nano, Tata ace – “Right product”

5. What is Marketed?
• Goods – Physical goods.
• Services – Pure service
• Events – CWG
• Experiences – Entertainment Industry
• Persons – Celebrity marketing
• Places – Tourist destination
• Properties – Real estate / Financial bonds
• Organizations
• Information – Siemens Medical systems
• Ideas – “Antismoking campaign”

6. Structure of Modern Exchange
economy
• Resource Market
• Manufacturer Market
• Intermediatery market
• Consumer Market
• Government Market

7. Marketing in Practice
• CMO Concept
• Needs, wants and Demands – Mapping Customers
• Segmentation, Targeting and Positioning –Volvo and
Scorpio.
• Offerings and Brands – Value Proposition. McDonalds
Brand “Anna Hazare”
• Value and Satisfaction – QSP. QSCV Concept
• Marketing channels – Amway, eBay, Dell, HUL Shakthi
SHG
• Competition
• Marketing Environment.

8. Evolution of Marketing
• Production concept – Low cost and mass
E.g., Haier – Domestic appliance
• Product concept – “quality, performance
and features”. E.g., Apple and 3M
• Selling concept – “Eureka Forbes”
• Marketing concept – Customer centric.
E.G., hp, CCD Concept etc.
• Relationship Marketing – Network
marketing E.g., Amway

9. Marketing and Sales Concepts Contrasted

10. Washing Powder
How to Market ?

11. Product – Variety & Quality

12. SURF EXCEL QUICK WASH
• 4000g
• 3000 g
• 1500g
CONVERTS
• 750g
HARD • 500g
WATER TO • 200g
SOFT • Carton200g
WATER • refill3300g - BuCket

13. SURF EXCEL BLUE
• Surf excel Blue is a color care variant.
"Red ko red rakhne ke liye blue".
4000g
3000g
1500g
750g
500g
200g - Carton200g
Refill3300g - Bucket

14. Bar & liQuiD forM
SURF EXCEL BAR
GENTLE WASH
For GAINING MARKET SHARE
Overall Branding Concept : Projected as Premium brand
Brand personality : Young, trendy, Modern, High
Performance, Aggressive, extrovert, colorful etc.
Tagline : Dirt is good

15. Price

16. COMBO OFFERS
Surf Excel quickwash 1 kg Rs. 146 +
16 LITRE BUCKET
Comfort fabric
PACK FREE WITH conditioner 200ml Rs. 29 = Rs. 175
3.3 KG SURF EXCEL Pay Rs. 163*/- for the combi pack and
BLUE save Rs. 12/-
*(inclusive of all taxes)

17. PROMOTION

19. PLACE & DISTRIBUTION
HUL distribution network – key strength (Which helps
reach out its product across the length and width of the
vast country)
• Direct coverage in over 1 million retail outlets
• 7000 Stockiest
• 2000+ Suppliers & Associates

20. NETWORK
Factory – Company
warehouses –
Distributor – Market
Factory – Wholesaler &
Big retailers (Bulk
orders) – 30% Sales

21. Tools for Marketing
• Product – Variety, Quality, Design, Features, Brand
name, Packaging, Sizes, Services, Returns etc.
• Price – Discounts, Payment period, Credit
• Promotion – sales promotion, Advertising, sales force, PR
and Publicity, Direct Marketing.
• Place – Channels, Coverage, Assortments, Inventory,
Transport.
• Customer Point of view

22. Applying Marketing Mix in
Product
Allocation to Marketing Mix elements
(Rs Crore)
Price per Sales
200 gm. Quantity
pack MT Place/
Product Promotion Total
Distribution
1450 + 200
Rs. 20 2, 00, 000 800 450 200
FC

23. The New View of Marketing
• The marketing emphasis today is on keeping existing
customers as well as getting new ones
• Four principles guide marketing- 4R:
• retention: keeping them coming back
• referrals: encourage them to recommend us
• relationships: build an emotional connection
• recovery: solve problems as they arise

24. THANK YOU

25. Value and the value chain
Cold chain process including
transportation and storage
Sesame Seeds from
Pune & Delhi Special Veg (eggless) Sauce
from Mrs. Bector’s Speciality
Buns from Shah Bector foods, Phillaur - Punjab
& Sons, Khopoli-
Maharastra,
& Cremica, Noida-UP
Vegetable Patty from Vista
Fresh Iceberg Lettuce – Processed Foods Pvt Ltd,
Trikaya Agriculture, Taloja - Maharastra
Talegaon-Maharastra,
Agriflora, Ooty,TN, Cheddar Cheese from
Meena Agritech-Delhi, Dynamix Dairies,
Ferrocon Farms, Dehradun Potato-Gujarat Baramati- Maharastra

26. Value and value chain
• McDonalds Values – QSC&V
• Quality
• Service
• Cleanliness
• Value

27. Value and Value chain
What is the perception about
McDonalds?
• Location of the restaurant
• Exterior experience
• Aisle space and stores
• Restaurant layout
• Wide range of Menu
• Spicy delights
• Extra value meal - combo
• Happy price menu
• Breakfast menu & Core menu
• Happy meal for kids
• Beverages & Desserts.
• Order execution time
• Total experience – quality, price
& Image

28. Brand Anna
• Brand Extension – Mahathma Gandhi
• Top of Mind recall – Anna name
• Authenticity – His past records and achievement in
relegan siddhi village.
• Publicity not advertsing
• Value proposition and Focus – Fight against corruption
and Lokpalbill