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Pond's aims to gain 35% market share in facial care products in India by 2020. Currently it has a 10.13% market share. Face washes constitute the largest segment within personal care with Pond's having an 85% share of the 400 crore rupees face wash market. Market research shows consumers prefer products with good price, freshness, fragrance, cleansing action and lather. Pond's is positioned below competitors on cleansing action. The document outlines strategies to improve Pond's positioning and increase sales.
- A company's product mix includes all products offered for sale, organized into product lines which are groups of related products.
- Product mix strategies include trading up/down by adding higher/lower priced products, line stretching to enter new price points, line filling to add more variations, and line pruning to remove underperforming products.
- Companies extend their product lines for reasons such as reducing costs, increasing shelf space and market share, and making sales forecasts easier. However, overextending lines can weaken brands and lower loyalty through super saturation.
The group presented their marketing plan for a new shampoo brand called Niamia. They discussed defining their product as a shampoo and emphasizing marketing ethics. Their target markets are women ages 16-40, men, and young mothers. Key features of their shampoo include being anti-damage, anti-dandruff, and nourishing. They analyzed competitors like Head & Shoulders and developed a positioning statement. Their action plan includes an advertising campaign using celebrities and sampling. They discussed objectives to make ads simple, memorable, interesting and emotionally engaging. The group will survey customers for feedback and control sales, expenses and respond to issues to ensure success.
This document discusses forecasting and demand measurement. Forecasting involves estimating future demand by anticipating customer behavior under different conditions. It is important for businesses to forecast in order to plan investments, products, and capacity. There are two types of forecasting: macro, which looks at total market demand, and micro, which focuses on unit sales. Choosing a forecasting method depends on required accuracy, available data, time horizon, and product lifecycle stage. Creating a sales forecast involves estimating market demand, a company's share of that demand, and an expected sales level based on marketing plans. Common forecasting techniques analyze past sales trends, customer intentions, and customer behaviors.
This presentation is based on how to launch a new product focusing on the entire process of market research followed by Segments, recent trends, competitor analysis, SWOT Analysis and more.
This document discusses analyzing a company's product portfolio through various frameworks including product life cycle analysis, SWOT analysis, and the Boston Matrix. These analytical tools help identify products in different stages and assess strengths, weaknesses, opportunities, and threats to determine how to manage the portfolio.
Under Armour is an American sports apparel company founded in 1996 that focuses on designing clothing to keep athletes dry and comfortable during exercise. The case study analyzes Under Armour's demographic segmentation by discussing how they target different age groups, genders, income levels, and generations with customized products and marketing approaches. Key variables like life stage, gender differences, income prioritization, and generational influences are considered when segmenting the market. Overall, the document provides an overview of Under Armour's demographic segmentation strategy and how they account for various consumer characteristics.
The document discusses various aspects of sales force management including:
- The average first year costs of a salesperson in the US is $66,200.
- Recruiting sales personnel involves job analysis, descriptions, qualifications and researching factors like personality.
- Training salespeople is important and can last from weeks to over a year, covering products, customers, selling process.
- Selecting salespeople involves screening interviews, testing, evaluating success on the job, and modifying selection criteria.
Pond's aims to gain 35% market share in facial care products in India by 2020. Currently it has a 10.13% market share. Face washes constitute the largest segment within personal care with Pond's having an 85% share of the 400 crore rupees face wash market. Market research shows consumers prefer products with good price, freshness, fragrance, cleansing action and lather. Pond's is positioned below competitors on cleansing action. The document outlines strategies to improve Pond's positioning and increase sales.
- A company's product mix includes all products offered for sale, organized into product lines which are groups of related products.
- Product mix strategies include trading up/down by adding higher/lower priced products, line stretching to enter new price points, line filling to add more variations, and line pruning to remove underperforming products.
- Companies extend their product lines for reasons such as reducing costs, increasing shelf space and market share, and making sales forecasts easier. However, overextending lines can weaken brands and lower loyalty through super saturation.
The group presented their marketing plan for a new shampoo brand called Niamia. They discussed defining their product as a shampoo and emphasizing marketing ethics. Their target markets are women ages 16-40, men, and young mothers. Key features of their shampoo include being anti-damage, anti-dandruff, and nourishing. They analyzed competitors like Head & Shoulders and developed a positioning statement. Their action plan includes an advertising campaign using celebrities and sampling. They discussed objectives to make ads simple, memorable, interesting and emotionally engaging. The group will survey customers for feedback and control sales, expenses and respond to issues to ensure success.
This document discusses forecasting and demand measurement. Forecasting involves estimating future demand by anticipating customer behavior under different conditions. It is important for businesses to forecast in order to plan investments, products, and capacity. There are two types of forecasting: macro, which looks at total market demand, and micro, which focuses on unit sales. Choosing a forecasting method depends on required accuracy, available data, time horizon, and product lifecycle stage. Creating a sales forecast involves estimating market demand, a company's share of that demand, and an expected sales level based on marketing plans. Common forecasting techniques analyze past sales trends, customer intentions, and customer behaviors.
This presentation is based on how to launch a new product focusing on the entire process of market research followed by Segments, recent trends, competitor analysis, SWOT Analysis and more.
This document discusses analyzing a company's product portfolio through various frameworks including product life cycle analysis, SWOT analysis, and the Boston Matrix. These analytical tools help identify products in different stages and assess strengths, weaknesses, opportunities, and threats to determine how to manage the portfolio.
Under Armour is an American sports apparel company founded in 1996 that focuses on designing clothing to keep athletes dry and comfortable during exercise. The case study analyzes Under Armour's demographic segmentation by discussing how they target different age groups, genders, income levels, and generations with customized products and marketing approaches. Key variables like life stage, gender differences, income prioritization, and generational influences are considered when segmenting the market. Overall, the document provides an overview of Under Armour's demographic segmentation strategy and how they account for various consumer characteristics.
The document discusses various aspects of sales force management including:
- The average first year costs of a salesperson in the US is $66,200.
- Recruiting sales personnel involves job analysis, descriptions, qualifications and researching factors like personality.
- Training salespeople is important and can last from weeks to over a year, covering products, customers, selling process.
- Selecting salespeople involves screening interviews, testing, evaluating success on the job, and modifying selection criteria.
A&T Hair Oil is a herbal oil containing amla, reetha, curry leaves, and rosemary oil to treat hair damage from pollution and styling tools. It reduces hair fall, promotes hair growth, maintains a healthy scalp, and prevents premature greying. The company's mission is to provide high-quality hair care products using natural ingredients. Their vision is to expand their knowledge and create exceptional products while giving back to the community.
This document discusses competition based pricing for the hospitality and tourism industries. It focuses on how businesses in these sectors can analyze competitors' prices and adjust their own rates accordingly. The goal is for companies to maximize profits by setting prices at an optimal level relative to alternatives in the local market.
After studying the theoretical concepts of a topic, understanding its practical implications and applications is the next step in the learning process. This Project of Marketing Management Part is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed brand of the world, namely Fair & Lovely.
Unit no.1 introduction to marketing as per syllabus of pune university basics...Dr. Vinod Malkar
contents Definition & Functions of Marketing.
Scope of Marketing, Core concepts of marketing such as
Need, Want, Demand, Customer Value, Exchange, Customer & Consumer, Customer satisfaction, Customer Delight, Customer Loyalty, Marketing Vs market
1.2 Markets : Definition of market, Competition, key customer markets, Market places, Market spaces, Meta markets.
1.3 Company orientation towards market place: Product, Production, sales, marketing, societal, transactional, relational, holistic marketing orientation, selling vs marketing, Concept of marketing Myopia.
1.4 Introduction to the concept of marketing mix : Origin and concept of Marketing Mix and definition of 7 Ps people process and physical Evidence.
1.5. New Marketing Realities : Major societal forces, new consumer capabilities and new company capabilities
The document discusses sales force evaluation, including setting objectives, measuring performance both quantitatively and qualitatively, and using a sales force evaluation matrix. Quantitative measures include sales revenue, profit, calls made, while qualitative measures assess skills, relationships, product knowledge. Performance is compared to objectives and standards to identify areas for improvement or reward.
This document contains a literature review and methodology for a study on benefit-based segmentation of the cosmetics market in Mauritius. The literature review discusses different forms and categories of cosmetics, types of cosmetic users, and how benefit-based segmentation works. The methodology section outlines the research process used, including defining the research questions, planning through secondary research and surveys, analyzing the data, and limitations. Hypotheses are tested through statistical analysis to identify key benefits sought by consumers and different market segments. The results show the Mauritian cosmetics market can be segmented into groups seeking healthy skin, a fresh look, and to look glamorous.
full ppt on Lipstick Presented by: Ohekar Ojal
sandip university,nashik
school of fashion and beauty cosmetology.
for any other ppt please mail me
on mmcoeandrodevelopers@gmail.com
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.
Integrated Marketing Communication Project on LUXNeha Shetty
Lux soap was founded in 1899 and launched toilet soap versions in the 1920s. It has since expanded its product line. While Lux lacks unisex appeal and has a high wear rate, its strengths include a wide range of products, strong market research, and delivering value. Historically, Lux used celebrity endorsements in its advertising but has since shifted to portraying regular women in ads to seem more contemporary. Lux engages in various promotional activities like limited edition soaps, contests offering prizes like gold bars and meetings with celebrities, and sponsoring awards shows. Its target audience is urban and sub-urban middle class individuals.
This document provides an outline and content for a marketing management course. It begins with definitions of marketing and marketing management. It then outlines the major topics to be covered in the course, including the nature and importance of products, pricing systems, distribution structures, and promotional activities. For each major topic, it lists the sub-topics that will be discussed and provides a high-level overview of the content to be covered. It also includes marketing management concepts like the marketing mix and the roles of a marketing manager. The document serves as a comprehensive guide for both instructors and students on the essential information to be covered in a marketing management course.
Lux is HUL's beauty soap brand that is positioned as affordable glamour. It has been able to maintain market leadership in the toilet soap category with a 54.3% market share due to strong brand image, reliable quality, and widespread distribution network. Lux soap is purchased regularly by consumers for its association with celebrities and ability to beautify skin at an affordable price point. While it faces competition from internal and external brands, Lux continues to be the most popular bar soap in India due to high demand and emotional connection with consumers who expect it to make their skin beautiful.
This document provides information on the key components of shampoos. It defines shampoo as a preparation containing surfactants that will remove dirt from hair without harm. The main ingredients include anionic surfactants, conditioning agents, thickeners, preservatives, and fragrances. Different types of shampoos are described such as liquid, lotion, and conditioning varieties. Guidelines for evaluating shampoos involve testing for solid content, pH, viscosity, foaming ability, skin/eye irritation, cleaning effectiveness, and packaging/labeling requirements.
The document is a marketing report submitted by a group of students to their professor. It includes the following sections:
1. An introduction and vision statement for National Foods, a food company aiming to reach Rs. 50 billion by 2020.
2. Details about the group submitting the report and an outline of the report's contents.
3. A company profile providing background on National Foods, including its product range, market coverage, and focus on developing products aligned with changing lifestyles.
4. Sections on planning strategy and goals, product development, SWOT analysis, product mix, brand identity, selection of brand, promotional strategies, distribution, and analysis/critical review.
This document discusses branding and promotion strategies for CzerArt, a new salon and spa. CzerArt aims to provide affordable, artistic services to all age groups. It will offer online booking, mobile services to homes and offices, and be more accessible than competitors like L'Oreal. Promotional strategies include a website, social media, mobile app offers, pamphlets, theater ads, and coupons. The first 10 online customers will receive gift hampers. CzerArt positions itself as a cheaper, more convenient alternative to premium salons through innovative mobile services and an emphasis on affordability and accessibility.
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It is based on the recognition that markets contain different customer groups with distinct needs, characteristics and behaviors. The key objectives of market segmentation are to identify specific customer segments, understand their unique needs and develop tailored marketing strategies for each segment. Common approaches to segmentation include mass marketing, product differentiation and target marketing. Markets can be segmented based on geographic, demographic, psychographic and behavioral factors. The main benefits of effective segmentation include better understanding customer needs, more efficient resource allocation and increased sales and profits.
Lakme is one of the largest salon chains in India that provides a variety of beauty and grooming services. It employs experienced professionals and maintains a pleasant ambience. Lakme uses a service triangle model with internal marketing to employees and external marketing using the 7Ps to customers. Key personnel include experts in hair, skin, and bridal services. Lakme promotes through various media and events. The presentation analyzes Lakme's operations and marketing strategies.
An Introduction into Marketing Module 1 SlidesBaluJagadish1
This document provides an introduction to marketing. It defines marketing as meeting needs profitably and discusses how marketing is a basic function of all businesses. Traditionally, small businesses did not prioritize marketing but it is now seen as important as other functions. The document also discusses how marketing has shifted from a product orientation to a customer orientation. It provides definitions of marketing from various sources and discusses the scope of marketing, including what can be marketed and who engages in marketing activities.
This document defines marketing and outlines its key concepts. Marketing is defined as the business process of identifying customer needs and delivering products/services to satisfy them profitably. It involves 4Ps - product, price, place, promotion. Marketing aims to benefit both customers and organizations through voluntary exchanges. It is a process that analyzes, plans, implements and controls activities to satisfy needs and wants through the creation and exchange of goods/services. The scope of marketing is broad, including goods, services, ideas, places and more. Its importance lies in creating demand, employment and optimizing resource use.
A&T Hair Oil is a herbal oil containing amla, reetha, curry leaves, and rosemary oil to treat hair damage from pollution and styling tools. It reduces hair fall, promotes hair growth, maintains a healthy scalp, and prevents premature greying. The company's mission is to provide high-quality hair care products using natural ingredients. Their vision is to expand their knowledge and create exceptional products while giving back to the community.
This document discusses competition based pricing for the hospitality and tourism industries. It focuses on how businesses in these sectors can analyze competitors' prices and adjust their own rates accordingly. The goal is for companies to maximize profits by setting prices at an optimal level relative to alternatives in the local market.
After studying the theoretical concepts of a topic, understanding its practical implications and applications is the next step in the learning process. This Project of Marketing Management Part is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed brand of the world, namely Fair & Lovely.
Unit no.1 introduction to marketing as per syllabus of pune university basics...Dr. Vinod Malkar
contents Definition & Functions of Marketing.
Scope of Marketing, Core concepts of marketing such as
Need, Want, Demand, Customer Value, Exchange, Customer & Consumer, Customer satisfaction, Customer Delight, Customer Loyalty, Marketing Vs market
1.2 Markets : Definition of market, Competition, key customer markets, Market places, Market spaces, Meta markets.
1.3 Company orientation towards market place: Product, Production, sales, marketing, societal, transactional, relational, holistic marketing orientation, selling vs marketing, Concept of marketing Myopia.
1.4 Introduction to the concept of marketing mix : Origin and concept of Marketing Mix and definition of 7 Ps people process and physical Evidence.
1.5. New Marketing Realities : Major societal forces, new consumer capabilities and new company capabilities
The document discusses sales force evaluation, including setting objectives, measuring performance both quantitatively and qualitatively, and using a sales force evaluation matrix. Quantitative measures include sales revenue, profit, calls made, while qualitative measures assess skills, relationships, product knowledge. Performance is compared to objectives and standards to identify areas for improvement or reward.
This document contains a literature review and methodology for a study on benefit-based segmentation of the cosmetics market in Mauritius. The literature review discusses different forms and categories of cosmetics, types of cosmetic users, and how benefit-based segmentation works. The methodology section outlines the research process used, including defining the research questions, planning through secondary research and surveys, analyzing the data, and limitations. Hypotheses are tested through statistical analysis to identify key benefits sought by consumers and different market segments. The results show the Mauritian cosmetics market can be segmented into groups seeking healthy skin, a fresh look, and to look glamorous.
full ppt on Lipstick Presented by: Ohekar Ojal
sandip university,nashik
school of fashion and beauty cosmetology.
for any other ppt please mail me
on mmcoeandrodevelopers@gmail.com
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.
Integrated Marketing Communication Project on LUXNeha Shetty
Lux soap was founded in 1899 and launched toilet soap versions in the 1920s. It has since expanded its product line. While Lux lacks unisex appeal and has a high wear rate, its strengths include a wide range of products, strong market research, and delivering value. Historically, Lux used celebrity endorsements in its advertising but has since shifted to portraying regular women in ads to seem more contemporary. Lux engages in various promotional activities like limited edition soaps, contests offering prizes like gold bars and meetings with celebrities, and sponsoring awards shows. Its target audience is urban and sub-urban middle class individuals.
This document provides an outline and content for a marketing management course. It begins with definitions of marketing and marketing management. It then outlines the major topics to be covered in the course, including the nature and importance of products, pricing systems, distribution structures, and promotional activities. For each major topic, it lists the sub-topics that will be discussed and provides a high-level overview of the content to be covered. It also includes marketing management concepts like the marketing mix and the roles of a marketing manager. The document serves as a comprehensive guide for both instructors and students on the essential information to be covered in a marketing management course.
Lux is HUL's beauty soap brand that is positioned as affordable glamour. It has been able to maintain market leadership in the toilet soap category with a 54.3% market share due to strong brand image, reliable quality, and widespread distribution network. Lux soap is purchased regularly by consumers for its association with celebrities and ability to beautify skin at an affordable price point. While it faces competition from internal and external brands, Lux continues to be the most popular bar soap in India due to high demand and emotional connection with consumers who expect it to make their skin beautiful.
This document provides information on the key components of shampoos. It defines shampoo as a preparation containing surfactants that will remove dirt from hair without harm. The main ingredients include anionic surfactants, conditioning agents, thickeners, preservatives, and fragrances. Different types of shampoos are described such as liquid, lotion, and conditioning varieties. Guidelines for evaluating shampoos involve testing for solid content, pH, viscosity, foaming ability, skin/eye irritation, cleaning effectiveness, and packaging/labeling requirements.
The document is a marketing report submitted by a group of students to their professor. It includes the following sections:
1. An introduction and vision statement for National Foods, a food company aiming to reach Rs. 50 billion by 2020.
2. Details about the group submitting the report and an outline of the report's contents.
3. A company profile providing background on National Foods, including its product range, market coverage, and focus on developing products aligned with changing lifestyles.
4. Sections on planning strategy and goals, product development, SWOT analysis, product mix, brand identity, selection of brand, promotional strategies, distribution, and analysis/critical review.
This document discusses branding and promotion strategies for CzerArt, a new salon and spa. CzerArt aims to provide affordable, artistic services to all age groups. It will offer online booking, mobile services to homes and offices, and be more accessible than competitors like L'Oreal. Promotional strategies include a website, social media, mobile app offers, pamphlets, theater ads, and coupons. The first 10 online customers will receive gift hampers. CzerArt positions itself as a cheaper, more convenient alternative to premium salons through innovative mobile services and an emphasis on affordability and accessibility.
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It is based on the recognition that markets contain different customer groups with distinct needs, characteristics and behaviors. The key objectives of market segmentation are to identify specific customer segments, understand their unique needs and develop tailored marketing strategies for each segment. Common approaches to segmentation include mass marketing, product differentiation and target marketing. Markets can be segmented based on geographic, demographic, psychographic and behavioral factors. The main benefits of effective segmentation include better understanding customer needs, more efficient resource allocation and increased sales and profits.
Lakme is one of the largest salon chains in India that provides a variety of beauty and grooming services. It employs experienced professionals and maintains a pleasant ambience. Lakme uses a service triangle model with internal marketing to employees and external marketing using the 7Ps to customers. Key personnel include experts in hair, skin, and bridal services. Lakme promotes through various media and events. The presentation analyzes Lakme's operations and marketing strategies.
An Introduction into Marketing Module 1 SlidesBaluJagadish1
This document provides an introduction to marketing. It defines marketing as meeting needs profitably and discusses how marketing is a basic function of all businesses. Traditionally, small businesses did not prioritize marketing but it is now seen as important as other functions. The document also discusses how marketing has shifted from a product orientation to a customer orientation. It provides definitions of marketing from various sources and discusses the scope of marketing, including what can be marketed and who engages in marketing activities.
This document defines marketing and outlines its key concepts. Marketing is defined as the business process of identifying customer needs and delivering products/services to satisfy them profitably. It involves 4Ps - product, price, place, promotion. Marketing aims to benefit both customers and organizations through voluntary exchanges. It is a process that analyzes, plans, implements and controls activities to satisfy needs and wants through the creation and exchange of goods/services. The scope of marketing is broad, including goods, services, ideas, places and more. Its importance lies in creating demand, employment and optimizing resource use.
Marketing involves identifying and meeting human and social needs profitably. It is defined as creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. Marketers promote 10 types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. E-marketing uses digital media and the internet to help sell products and services. Major societal forces like technology, globalization, and consumer participation have created new marketing opportunities and challenges but also new capabilities for companies to understand customers and communicate using tools like the internet, social media, and mobile marketing.
The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because they did not want to share their wealth. The universal law of attraction is simple. We attract whatever we choose to give our attention to. If we focus on bad things, we will attract more bad things. But the minute you stop focusing on bad and focus on good, you change the pattern and now good things start coming your way.
If we knew the law of attraction and applied it in our lives daily, we would have so much power and control that it would be scary. We could have what we wanted, and when we wanted it. We would have total control of our lives. If you think of yourself as a powerful attractor, you will attract more of what you want in your life, simply by thinking about it, then acting on it. But there is one ingredient you cannot leave out or the law of attraction won't work.
When we think of an object in our mind, we then send that image to our hearts and act on it with emotion. A formula makes this easy to follow: TFAR (Thoughts, Feelings, Actions, and Results) When we take necessary action, the universe shows up and gives us the results we wanted.
The law of attraction works by performing three steps. And these steps must be done for the process to work. These steps are:
1. Getting clear. You must know what it is you want or else you won’t get it. The universe won’t know what you are asking for, so how can it deliver?
2. Vibrate to the level of energy corresponding to what you want. If you want something and you think about it, feel it, and act on it, you must keep that level of energy going until you achieve the results you are after.
3. Attract what you want like a magnet. If you focus on what you want but don’t allow it to come into your life, it won’t. You have to be willing to accept it and acknowledge it. Then when you act, it will occur.
Whatever you do during the course of a day, whatever thoughts you think about, you are attracting. If you use it every day, regularly, and practice it this way, you will eventually find that it becomes a habit that you will subconsciously practice.
You may not believe it, but the steps you need to take are easy. But you must do them, believe in them, and believe in yourself, or they will not work. Are you ready to get tuned into the universe and get clear? Can you work in harmony with the laws of the universe and become successful?
If so here are the steps you need to follow:
1. Get clear. You must know exactly what it is you want. If you are in doubt, vague, or too general, you won’t get anywhere. You must know exactly what it is you want first. Only then will you be able to focus and concentrate on that thought?
2. Visualize what you want and vibrate to it. You must form a mental image in your mind so you can see it as if you had it in your possession. For women, you can do the
The document provides an overview of marketing concepts and their importance. It discusses:
1) Marketing involves anticipating customer needs and directing the flow of goods from producers to consumers. Understanding marketing is important for businesses locally and globally to maintain Canada's high standard of living.
2) Marketing encompasses activities like analyzing customer needs, pricing, promotion, and distribution to create exchanges that satisfy both individuals and organizations. It is a core business function and important career path.
3) On a macro level, marketing ensures fair access to necessary goods and services across society through both private companies and government regulation.
This document discusses marketing and societal forces. It defines marketing as identifying and meeting human and social needs profitably. Marketing involves creating, communicating, delivering, and exchanging offerings of value for customers, partners, and society. Societal marketing holds that companies should consider society's long-term interests in addition to consumer wants and business needs. Major societal forces create challenges for marketers but also new capabilities like using social media, mobile marketing, and customized goods and communications.
An Introduction to Social Marketing presented by Kelly Evans at Social Change...Social Change UK
The document provides an overview of social marketing, which involves applying commercial marketing concepts and techniques to achieve specific behavioral goals for social good. It discusses key principles like understanding the target audience, defining behavioral goals, and developing marketing mixes to address behaviors. The presentation also covers topics like segmentation, exchange theory, and using insights about audiences to design effective social marketing campaigns.
Media Management mixes Management techniques with the field of Communication, Marketing, Mass Media, and Public Relations. Product Development is also an important part of Media Managment, as future experts need to lern how to develop, promote and sell new media products.
This document discusses various marketing strategies and tactics that can be used to grow a business. It begins by defining marketing and explaining the basic concepts of needs, wants, demands, exchange, and markets. It then covers the key elements of the marketing mix - product, price, place, and promotion. The document provides over 50 examples of different types of marketing strategies, such as cause marketing, relationship marketing, digital marketing, word-of-mouth marketing, and diversity marketing. It also explains concepts like the marketing research, distribution channels, promotional decisions, pricing decisions, and the importance of environmental analysis and customer feedback.
This document provides an overview of key marketing concepts including:
1. Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services.
2. The marketing mix refers to the combination of product, price, place, and promotion used by companies to market their goods and services to target audiences.
3. Marketing has evolved over time from an exchange concept to a societal concept that considers customer, company, and social well-being.
Marketing management book 1 st sem mba @ bec domsBabasab Patil
This document provides an overview of marketing management concepts. It discusses the nature and scope of marketing, including definitions of marketing and the types of entities that are marketed such as goods, services, experiences, events, persons, places, properties, organizations, information and ideas. It also covers analyzing consumer markets and buyer behavior, explaining how cultural, social, personal and psychological factors influence consumer decisions. Specific topics covered include reference groups, family influences, and social roles/statuses.
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence factors like demand levels, timing and composition. Marketers also operate in different marketplaces like consumer, business, and nonprofit.
3. The document outlines the key concepts in marketing including the production concept, product concept, selling concept and marketing concept. It emphasizes that the marketing concept and holistic marketing concept are most effective today given changes in the business environment and rise of technologies.
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence factors like demand levels, timing and composition. Marketers also operate in different marketplaces like consumer, business, and nonprofit.
3. The document outlines the key concepts in marketing including the production concept, product concept, selling concept and marketing concept. It explains how the holistic marketing concept has become most important, recognizing the interdependencies among all marketing activities.
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence different aspects of demand.
3. Marketing must be integrated across the entire organization and affect all customer touchpoints. Both the marketing department and other departments must work together to create great customer experiences.
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence factors like demand levels, timing and composition. Marketers also operate in different marketplaces like consumer, business, and nonprofit.
3. The document outlines the key concepts in marketing including the production concept, product concept, selling concept and marketing concept. It emphasizes that the marketing concept and holistic marketing concept are most effective today given changes in the business environment and rise of technologies.
The document defines marketing and discusses its evolution from a production and product-focused concept to a more holistic, customer-centered concept focused on meeting customer needs and building relationships. It discusses how marketing has expanded beyond the traditional 4Ps of product, price, place, and promotion to also include people, processes, programs, and performance in order to take a more integrated, holistic approach.
This document provides an overview of marketing concepts and principles through 6 chapters. It begins with definitions of marketing, discussing it as an exchange process, managerial function, and business philosophy. It traces the evolution of marketing from a production to a selling to a modern marketing concept oriented around customer satisfaction. It also introduces the societal marketing concept focused on balancing stakeholder interests. Key points covered include the 4 P's of the marketing mix, market research, buyer behavior, segmentation, positioning and integrating marketing across an organization.
INTRODUCTION TO PRINCIPLES OF MARKETING PPT.pptxetebarkhmichale
Introduction
In life, there are universal laws that govern everything we do. These laws are so perfect that if you were to align yourself with them, you could have so much prosperity that it would be coming out of your ears. This is because God created the universe in the image and likeness of him. It is failure to follow the universal laws that causes one to fail. The laws that were created consisted of the following: ·
Law of Gratitude: The Law of Gratitude states that you must show gratitude for what you have. By having gratitude, you speed your growth and success faster than you normally would. This is because if you appreciate the things you have, even if they are small things, you are open to receiving more.
Law of Attraction: The Law of Attraction states that if you focus your attention on something long enough you will get it. It all starts in the mind. You think of something and when you think of it, you manifest that in your life. This could be a mental picture of a check or actual cash, but you think about it with an image.
Law of Karma: the Law of Karma states that if you go out and do something bad, it will come back to you with something bad. If you do well for others, good things happen to you. The principle here is to know you can create good or bad through your actions. There will always be an effect no matter what.
Law of Love: the Law of Love states that love is more than emotion or feeling; it is energy. It has substance and can be felt. Love is also considered acceptance of oneself or others. This means that no matter what you do in life if you do not approach or leave the situation out of love, it won't work.
Law of Allowing: The Law of Allowing states that for us to get what we want, we must be receptive to it. We can't merely say to the Universe that we want something if we don't allow ourselves to receive it. This will defeat our purpose for wanting it in the first place.
Law of Vibration: the Law of Vibration states that if you wish on something and use your thoughts to visualize it, you are halfway there to get it. To complete the cycle you must use the Law of Vibration to feel part of what you want. Do this and you'll have anything you want in life.
For everything to function properly there has to be structure. Without structure, our world, or universe, would be in utter chaos. Successful people understand universal laws and apply them daily. They may not acknowledge that to you, but they do follow the laws. There is a higher power and this higher power controls the universe and what we get out of it. People who know this, but wish to direct their own lives, follow the reasons. Successful people don't sit around and say "I'll try," they say yes and act on it.
Chapter - 1
The Law of Attraction
The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because th
Marketing involves identifying and meeting human and social needs through the creation, communication, delivery and exchange of offerings. Marketing covers a wide scope including goods, services, events, experiences, persons, places, properties, organizations, information and ideas. Goods include physical products like cars and electronics as well as services from various industries. Events range from trade shows to major sporting competitions. Experiences include amusement parks and theme restaurants. Marketing of persons involves professionals like artists and physicians. Places can be entire cities, states or countries. Properties include real estate and financial assets. Organizations use marketing to build their image. The packaging and distribution of information and the basic ideas behind market offerings are also part of the scope of marketing.
The document discusses various topics related to financial markets and institutions. It covers 5 modules: 1) the primary and secondary markets, 2) non-banking financial intermediaries like investment companies and housing finance, 3) mutual funds, 4) recent trends in financial services like e-banking, and 5) international financial markets including FDI, GDRs, and ADRs. It also provides information about the course instructor Mohammed Umair and how to provide feedback.
This document provides an overview of retailing and retail management. It defines retailing as involving the sale of goods or services to final consumers. It discusses the evolution of retailing in India from traditional formats like itinerant retailers, haats, and mandis to modern formats in organized retail like supermarkets and malls. It also outlines various growth drivers for the retail industry in India like rising disposable incomes, urbanization, and increased media exposure.
International financial management deals with planning and managing financial operations of international activities of an organization. It includes managing foreign exchange risks, international taxation, financing decisions, investments in international financial markets, and accounting differences between nations. The key functions are performed by the treasurer, who manages cash and secures financing, and the controller, who handles accounting activities. The scope of international financial management encompasses balance of payments, international institutions like the IMF and World Bank, and financial markets like foreign exchange markets.
This document discusses women in business and entrepreneurship. It provides statistics showing that while the number of women on corporate boards and as entrepreneurs is rising, women still only make up a small percentage. For example, only 14.7% of Fortune 500 board seats are held by women, increasing at half a percent per year. As entrepreneurs, women range from 1.5-45.4% of the adult female population in different countries. The document also notes that women face various barriers in business, such as responsibility at home, lack of education and training, and discrimination. However, it highlights several successful women entrepreneurs in India who have overcome these challenges to build large, influential companies.
- The document outlines an accounting course for managers, covering topics like financial accounting, depreciation, ratio analysis, fund flow, cost accounting, and more.
- It defines key accounting concepts like identifying, measuring, classifying, recording, and communicating financial information. It also distinguishes transactions from events.
- Basic accounting terms are introduced, like assets, liabilities, equity, capital, and accounting principles and concepts are discussed, like the business entity, money measurement, and revenue recognition concepts.
This document provides an overview of capital markets and the finance function. It discusses the aims of the finance function such as procuring adequate funds, mobilizing funds, accelerating profits, and maximizing firm value. It also defines what the finance function is and provides examples of how recent funds were mobilized by different companies. Additionally, it discusses key aspects of the capital market such as the primary and secondary markets and how companies can raise funds through the primary market via methods like IPOs, rights issues, private placements etc.
Introduction to Human Resource DevelopmentMohammed Umair
This document provides an overview of human resource development (HRD) at Infosys, a global technology company. It discusses key aspects of HRD including definitions, features, objectives, and the relationship between HRD and personnel management. Examples of HRD practices at various companies like Toyota and Wipro are also presented. The need for HRD is explained in terms of preparing employees for changing job requirements and developing organizational capabilities. Finally, the document outlines how HRD systems can contribute to individual, interpersonal, and organizational development dimensions.
This document provides an overview of human resource management (HRM). It discusses key concepts like the definition of HRM, its objectives and functions. Some key points discussed include:
- HRM involves planning, organizing, directing and controlling activities related to procuring, developing and maintaining a competent workforce.
- Major functions of HRM include managerial functions like planning and organizing as well as operative functions like recruitment, development and compensation.
- Objectives of HRM are to help the organization achieve its goals by ensuring effective utilization of human resources and maintaining high employee morale and satisfaction.
HRP is the process by which an organization ensures it has the right number and type of employees at the right time and place to achieve organizational objectives. It involves forecasting future human resource needs, planning programs to meet those needs, and evaluating the effectiveness of programs. HRP is important for preparing employees for the future, managing talent, adapting to changes like expansion or new technologies, controlling costs, and succession planning. Benefits of effective HRP include improved human resource utilization, coordination of HR activities with organizational objectives, and achieving strategic goals.
This document provides an overview of training and orientation concepts. It defines training as efforts to facilitate the acquisition of skills, knowledge, and attitudes to enhance job performance. Orientation is introduced as a systematic introduction of employees to their jobs, coworkers, and organization. Different training methods are described, including on-the-job training, vestibule training, and off-the-job methods like lectures and simulations. The document also discusses training needs assessment, program design, objectives of orientation, and evaluating the effectiveness of training interventions.
The document discusses the importance of workplace organization and productivity. It emphasizes that the workplace is where people spend much of their time and can enable productivity and prosperity if organized well through 5S principles. The 5S principles include sorting to eliminate unnecessary items, systematic arrangement of necessary items for easy access, cleaning, standardizing processes, and developing self-discipline habits. Applying these principles through methods like visual management and labeling can help create an optimal workplace that improves both individual and organizational performance.
This document discusses various indirect taxes in India including central sales tax, value added tax, central excise duty, and customs duty. It defines key terms related to these taxes such as incidence and impact of direct vs indirect taxes. It also covers the classification of taxes, authorities that levy different taxes, taxable events, and calculation of taxes. The key highlights are that indirect taxes are imposed on goods and services while direct taxes are imposed on individuals, and indirect tax burden can be shifted to consumers.
This document outlines the course Securities Analysis and Portfolio Management. The objectives of the course are to provide students with frameworks for evaluating investment avenues and managing funds. It will cover various financial instruments, markets, regulations, and portfolio management techniques. The course is divided into 6 units that will cover topics such as fixed income securities, security analysis methods, modern portfolio theories, and portfolio strategies. Students will learn to analyze investments and manage portfolios effectively.
Fundamental analysis and technical analysisMohammed Umair
This document discusses fundamental analysis techniques for evaluating securities. It defines fundamental analysis as focusing on underlying business factors like financials, management, and prospects to determine a security's value. The document outlines different levels of analysis, including analyzing the overall economy, individual industries, and specific companies. It provides examples of analyzing economic indicators, using Porter's Five Forces for industry analysis, evaluating competitors, and assessing profitability metrics. The goal of fundamental analysis is to answer questions about a company's growth, profits, competitive positioning, debt repayment ability, and accounting practices.
This document provides an overview of financial management concepts including the financial goals of profit and wealth maximization. It discusses the finance functions of investment, financing, and dividend decisions. The costs of capital such as cost of debt, preferred stock, equity, and retained earnings are explained. The document also covers topics such as the scope of financial management decisions, organization of the finance function, financial planning process, sources of funds, and concepts of financing decisions, capitalization, capital structure, and financial structure. Determinants that influence a company's capital structure are also outlined.
This document summarizes various tax deductions available under the Indian Income Tax Act. It discusses deductions available under sections 80C, 80CCC, 80CCD, 80D, 80DD, 80DDB, 80E, 80G, 80GG, 80GGA, 80U, and recently introduced sections 80TTA and 80CCG. Key deductions include those for life insurance premiums, PF contributions, home loan repayment, medical expenses, donations, tuition fees, and investments in specified savings instruments to encourage personal savings. The aggregate deduction under sections 80C, 80CCC and 80CCD cannot exceed Rs. 100,000.
This document provides an overview of marketing concepts including definitions of marketing, the marketing process, marketing environment, and market segmentation, targeting, and positioning.
It defines marketing as a planned process to identify customer needs and satisfy them through products and services. The key aspects of the marketing process are identified as environmental scanning, identifying customer needs and wants, developing products/services, determining value and cost, exchange, customer relationship management, and understanding customer behavior.
It also describes the various components of the marketing environment including microenvironment factors like suppliers, marketing intermediaries and competitors as well as macroenvironment factors such as political, economic, technological, cultural, and natural forces.
Market segmentation involves dividing the market into distinct groups based
This document discusses arguments for and against vegetarianism from an Islamic perspective. It notes that while the Quran permits Muslims to eat meat, it is not compulsory, and one can be a good Muslim while being vegetarian. It also discusses how Hindu scriptures like the Manu Smriti permit meat consumption, though many Hindus adopted vegetarianism due to other religious influences. The document argues that a purely vegetarian diet may not eliminate taking life altogether since plants are alive as well and can feel pain, and concludes that humans are anatomically suited to eat both plants and animals.
This document provides an overview of income from business and profession under the Indian Income Tax Act with three key points:
1. It defines what constitutes a business or profession according to Section 2(13) of the Act and lists the essential features of a business as regularity of transactions, objective of earning profits, and application of labour and skill.
2. It outlines the various incomes that are chargeable to tax under the head "profits and gains from business or profession" according to Section 28 of the Act, including profits from any business/profession, income from professional associations, sale of import entitlements, and perquisites from business/profession.
3. It discusses the scheme of allowable
This document provides an overview of entrepreneurship, including definitions and concepts. It discusses the evolution of the term "entrepreneur" and defines an entrepreneur as someone who initiates a business for profit. It also describes different types of entrepreneurs based on factors like the type of business, economic environment, motivation, and adaptability. Additionally, it outlines the functions and competencies of successful entrepreneurs, as well as some of the prominent women entrepreneurs in India and challenges faced by women entrepreneurs.
This presentation was provided by Racquel Jemison, Ph.D., Christina MacLaughlin, Ph.D., and Paulomi Majumder. Ph.D., all of the American Chemical Society, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
A Visual Guide to 1 Samuel | A Tale of Two HeartsSteve Thomason
These slides walk through the story of 1 Samuel. Samuel is the last judge of Israel. The people reject God and want a king. Saul is anointed as the first king, but he is not a good king. David, the shepherd boy is anointed and Saul is envious of him. David shows honor while Saul continues to self destruct.
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
1. INTRODUCTION TO
MARKETINGMohammed Umair l M.Com, PGDBA, NET
Department of Business Administration l St. Joseph’s College
MARKETING MANAGEMENT: CHAPTER 1
Course Instructor⬌
2. Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
CONCEPTUAL CLARITY
The Chartered Institute of Marketing define marketing as
'The management process responsible for identifying ,
anticipating and satisfying customer requirements profitably'
Philip Kotler says, “Marketing is a societal process by which individuals and
groups obtain what they need and want through creating, offering and freely
exchanging products and services of value with others”.
Marketing is a process of:-
Identifying the wants of the people.
Developing product or service to meet the wants of people.
Recognize target customer among the people.
Determining way of communicating the product to target customer.
WHAT IS MARKETING?
Products & services do not
move naturally from producer
to the consumer for this we
need a structured mechanism.
3. Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
SALES VS. MARKETING
Meaning
Satisfying needs through an exchange process.
Effort to execute the exchange process.
MARKETING
SELLING
Inception
Starts before decision of production goods.
Starts after decision of production of goods or services.
MARKETING
SELLING
Subject Matter Satisfaction of consumers.Stresses needs of seller.
MARKETINGSELLING
Environment
Consideration both the internal and external factors
Selling is concerned with the internal factors .
MARKETING
SELLING
Scope
Marketing is a wider term, which, includes 4Ps
Selling is the part of marketing
MARKETING
SELLING
Subject Matter Short-run-oriented.Integrated approach .
MARKETINGSELLING
4. Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
EVOLUTION OF MARKETING APPROACH
THE PRODUCT APPROACH
Products were sold at a low cost. SALES ORIENTATION APPROACH
Enhancing sales volume with promotion.
CUSTOMER ORIENTATION APPROACH
Supplying products to suit new consumer tastes.
SOCIAL ORIENTATION APPROACH
Marketing activities should not harm the society.
RELATIONSHIP MARKETING APPROACH
Building and keeping good customer relations.
VIRTUAL MARKETING APPROACH
Links the marketing activities to online world.
BRANDING
Emotional and psychological
relationship.
THE TRADE APPROACH
Exchange of household utilities for other goods.
5. SCOPE OF MARKETING
What Can We Market?
“Shawarma to Sunny Leone”
GOODS SERVICES EXPERIENCES
EVENTS PERSONS PLACES
PROPERTIES ORGANIZATIONS INFORMATION
IDEAS
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
6. SCOPE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
What Can We Market?
1. GOODS
In economics, a good is a material that satisfies human wants and provides utility
Why marketing exist?
Physical goods constitute the bulk of most countries’ production and marketing exercise.
2. SERVICES
“A service is any act or performance that one party can offer to another that is essentially
intangible and does not result in the ownership of anything.”
Most of the economies across the globe have undergone major changes in terms of political
structure, economic reforms, financial reformation, demographic changes and other amendments.
Services Driven Economies
# Country Services
1 United States 79.70%
2 China 48.30%
3 Japan 71.40%
4 Germany 71.10%
5 France 79.80%
6 United Kingdom 78.30%
7 Brazil 67.20%
9 Russia 60.10%
8 Italy 73.80%
10 India 56.90%
Manufacturing Driven Economies
# Country Industry
1 Saudi Arabia 66.90%
2 United Arab Emirates 59.40%
3 Indonesia 46.90%
4 China 42.60%
5 Iran 40.60%
Agrarian Economies
# Country Agriculture
1 India 17.40%
2 Indonesia 14.30%
3 Thailand 13.30%
4 Iran 11.20%
5 Argentina 10%
Argiculture
Industry
Services
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Sector wise contribution to world's GDP
Global Level
Agriculture Industry Services
5.90% 30.50% 63.60%
– Need and Wants.
7. SCOPE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
What Can We Market?
3. Experiences
By incorporating several products and services a business enterprise can develop a customer experience.
Virgin Galactic is a company which plans to provide
spaceflights to space tourists.
IMAX records and display images of far greater size and
resolution than conventional film systems.
Disneyland in California boasts a large number
of attractions featuring rides, studio & clones.
4. EVENTS
Marketers promote duration specifics events. Sponsoring & promoting an event is an effective way to
simultaneously support producers in a business area and advertise products, services & brands of
business .
Sports Concerts & TV Shows
Indian Premier League (IPL): VIVO Film Fare Awards: Idea
English Premier League: Barclays Oscar: Hyundai, JC Penney and Coca-Cola
Indian Cricket Team: STAR Satyamev Jayate (TV show): Airtel
8. SCOPE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
What Can We Market?
5. Persons
Marketers are attempting to quantify and qualify the use of celebrities in their marketing
campaigns by evaluating their awareness, appeal, and relevance to a brand's image and the
celebrity's influence on consumer buying behavior.
BOLLYWOOD CELEBRITIES AND THEIR BRAND ENDORSEMENTS VALUATIONS!
Rs. 2.5 Crores a day Rs. 5 to 7 crores a day Rs. 4 Crores a day Rs. 5 Crores a day Rs. 3 Crores a dayRs. 2 to 3 Crores a day
Lingaa - Earned Rs 2 crore
Baba - Refund the money
Kabali – Fans disappointed
BRAND RAJANI
Fuddu
Beiimaan Love
One Night Stand
Mastizaade
BRAND SUNNY LEONE
Brand ambassadors have become a vital component of marketing in the present business
environment.
1. MS Dhoni
2. Sachin Tendulkar
3. Virat Kohli
4. Gautam Gambhir
5. Sourav Ganguly
TOP 5 RICHEST CRICKETERS IN INDIA 2016
9. SCOPE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
What Can We Market?
6. Places
This includes towns, cities, states and whole country engaged in attracting tourists, investors,
companies and NRIs.
PURPOSE OF TOURISM: INDIAN PERSPECTIVE
• It means going out and visiting places of religious merit.Tirthatana
• It means going out for pleasure and knowledge.Paryatana
• It means going out of the country primarily for economic gains.Deshatana
Mecca is a city in Saudi Arabia
Population in 2 million
Populationduring Hajj period 6 Million
Hajj period (pilgrimage) held in
one of the Muslim lunar month. It
is the birthplace of Prophet
Muhammad (peace be upon him)
and a site of the composition of
the Quran.
Mecca is regarded as the holiest
city in the religion of Islam and
a pilgrimage is obligatory upon
all able Muslims.
RANK DESTINATION
1 France
2 United States
3 Spain
4 China
5 Italy
6 Turkey
7 Germany
8 United Kingdom
9 Mexico
10 Russia
World’s top 10 tourism
destinations
Place marketers include economic development specialists, real estate agents, commercial banks, local business
associations, advertising and public relations agencies
10. SCOPE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
What Can We Market?
7. Property
Anything that is owned by a person or entity.
In order to buy and sell these properties marketing is
required.
Types of properties
Financial property
Investment Firms
Intellectual property
Licensing agreements
Real estate
Developers/Agents
8. Organizations
Organizations spend huge funds on corporate identity ads.
Organizations/Brands Taglines
Intel Corporation Sponsors of Tomorrow
HSBC The world’s Local Bank
Infosys Powered by intellect. Driven by values.
Nike Just Do it
Coca Cola Open happiness
11. SCOPE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
What Can We Market?
9. Ideas
Products & services offered by marketers possess a basic idea which becomes the basic essence.
Products and services are avenues through which ideas of organization are sold to satisfy a core need of the
customer.
10. Information
Information assets comprise a wide range of corporate product, service and process information.
Developing an Information asset requires defining the issue to be resolved, identifying the needed
Information, capturing the Information through a documentation process and constructing a framework to
allow easy access to the Information for the groups who would most benefit.
12. FUNCTION OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
What Can We Market?
Marketing function begins from identifying the needs of customers and ends with
satisfaction of these needs.
EXCHANGE FUNCTIONS
• Buying
• Selling
• Pricing
• Assembling
SUPPLY CHAIN FUNCTIONS
• Transportation
• Storage
• Retailing
• Stock Management
• Standardisation
UTILITY FUNCTIONS
• Financing
• Marketing Information
• Customer Service
• Promotion
14. Changing nature of Human Wants
Hangout Spots in 1980s
• Parks
• Gardens
• Melas
• Grandparents House
• Hotels & Restaurants
Hangout Spots now
• Shopping Malls
• Clubs, Pubs, Disco
• Resorts
• Amusement Parks
• CCD, KFC, Mac Donald’s
ENVIRONMENTAL SCANNING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
15. ENVIRONMENTAL SCANNING
OLD TECHNOLOGY VS EMERGING TECHNOLOGIES
• Old Technology
• When was the
last time you
wrote a paper
check?
New technology
• New technology has given us ATM cards, check cards and credit cards.
• We pay bills and everything else on line or over the phone.
• Stores prefer the new technology that cuts down on losses and lines.
• Consumers love the new convenience and speed. Those old paper checks
are just not as useful as the new technology.
◦ Travel Guide ◦ People find their way around using new GPS technology.
◦ The old
technology of
VCR's. the old TV,
Video stores.
◦ The old technology of VCR's has been replaced by new DVD's. Now we have the
new technology of Blue Ray that may overtake those as well.
◦ Video stores are disappearing as more people use the new technology of red
box $1.00 rentals and on line video.
◦ Pretty soon the old TV may be gone as new computer viewing options get better
and better.
◦ Old reliable items are being phased out by new technology. As technology advances, so do our
needs. Old technology is constantly being phased out by new inventions. Here is a list of old items
soon to be replaced by new technology.
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
16. “Success always comes when
preparation meets opportunity”
-Henry Hartman
Environmental scanning is the acquisition and use of
information about events, trends, and relationships in
an organization's external environment, the knowledge
of which would assist management in planning the
organization's future course of action
ENVIRONMENTAL SCANNING
1. Identification of SWOT
2. Optimum use of resources
3. Survival and growth
4. To plan long-term business strategy
An environmental analysis is an extremely important tool in
understanding and decision making in all situation of the
business. Success of the firm depends upon the precise
decision making ability
Objective and significance of
Environmental Analysis
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
17. MARKETING
ENVIRONMENT
Functional areas
Suppliers
Intermediaries
Customer
Competitors
Share Holders
Political
Economic
Socio-cultural
Technological
Natural
Legal
Demographics
Micro Environment
Macro Environment
Micro-environment signifies
factors and forces over
which the marketing firm
has control, these factors
and forces can be modified
in order to provide
complete customer
satisfaction
Macro-environment refers to
all major external factors and
forces over which the
marketing firm has no control.
COMPONENTS OF MARKETING ENVIRONMENT
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
18. MICRO ENVIRONMENT
Departments in a business organization are structured according to certain functions.
The departments of various organizations will differ depending on the type of
business. Below are four main functions that tend to be general to most organizations.
Functional areas of Business
R&D
Improving existing products
Explore new ways of producing
Controlling costs
Efficient methods of production
Quality Management
PRODUCTION
Raw material
Transportation
Expansion of production capacity
Operational expenses
Plant and Machinery
MARKETING
Product development
Promotion activities
Distribution activities
Pricing activities
Customer Delight
HUMAN RESOURCE
Talent Acquisition and Retention
Human Resource Development
Compensation Management
Employee health an d safety
Social security
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
19. Name of
Firm
Nature of Business
Funds
Procured
recently
How the funds were mobilized? Net Profit
Firm Value
Per Share
Bharthi
Infratel
Telecom tower infrastructure providers which
deploys, owns and manages telecom towers
and communicationstructures for all
wireless operators
Rs 4,500
Crore
1. Installation of 4,813 new towers;
2. Up gradation and replacement on existing towers;
3. Green initiatives at tower sites;
4. General corporate purposes; and
Rs. 462.80
Crores
Rs. 279.15
Rs. 200
Just Dial Local Search Engine: providing local search
services over the Phone, Web, Mobile and
SMS.
Rs. 327
crore
The funds will be used for expansion and to
upgrade technology.
Rs. 31.49
Crores
Rs. 1,495
Rs. 530
PC Jeweller
Ltd
Operations include the manufacture, retail
and wholesale of jewellery.
Rs. 609.30
Crore
1. Finance establishment of new showrooms;
2. General corporate purposes.
Rs. 69.59
Crores
Rs. 236
Rs. 135
Coffee Day
Enterprises
Company is well known for its brand name
'Cafe Coffee Day' (CCD). Company owns a
network of 1,472 Cafe outlets spread across
209 cities in India. As of Dec 2014, Cafe
Coffee Day has market share of 46% in
India in terms of the number of chained Cafe
outlets.
Rs.11.7
Crore
1. Setting-up of new Cafe Network outlets and
Coffee Day Xpress kiosks;
2. Manufacturing and assembling of vending
machines;
3. Setting-up of a new coffee roasting plant facility,
along with integrated coffee packing facility and tea
packing facility.
4. Repayment or prepayment of loans of the
Company and Subsidiaries; and
NA Rs. 253.3
Rs. 316
MICRO ENVIRONMENT Functional areas of Business
Procuring
adequate funds
Mobilization of
funds
Acceleration of
profits
Financial
reporting
Accounting and
Analysis
Maximize firm
value
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
20. Competitors’ intelligence
• Competitors’ intelligence in international business is an assessment of the
strengths and weaknesses of current and potential competitors.
• It involves primarily two activities:
1. obtaining information about important competitors and
2. using that information to predict competitor behavior.
Competitors
Analysis
Identifying
competitors
Profiling
Competitors
Comparison of
your potentials
with competitors
Developing
Marketing
Strategy
Most firms face four basic types of Competition:
1. Brand competitors, refers to competition with different brands
offering with similar features, prices and benefits to the same
potential customers.
2. Product competitors, offer same product class but with offer
different benefits, features, and prices.
3. Generic competitors, are rival firms offering products which are
different but are capable of satisfying the same basic want or provide
the same benefit or utility to the prospective customer.
4. Total budget competitors, primarily focus on prices, they compete
for the limited financial resources of the same customers.
MICRO ENVIRONMENT
21. Various types of competition
Product Need
Brand
Competitors
Product
Competitors
Generic
Competitors
Total Budget
Competitors
Colleges Education
St. Joseph’s, Christ, Jain,
Jyoti Nivas, Mount’s,
Kristu Jayanti
Distance Education,
Community college.
Books, Internet,
Apprenticeship,
Seminars.
Public Colleges
Movies Entertainment
Avengers, Spiderman,
Ice age, Shrek, Batman,
Immortals, Mission
Impossible.
Cable TV, Pay-per-
view on DTH, DVD
rentals
Sporting events like
IPL, Music Concerts,
Exhibitions, Melas.
Relative and friends
house, reading, Parks,
Museum.
Soft Drinks Refreshment
Coca-Cola, Pepsi,
Tropicana, Frooti
Minute Maid, Appy
Tea, Coffee, Badam
Milk, Fruit Juice, Lime
soda, Butter milk.
Tap water,
Prasadam (given in
religious places)
Candy, Pani puri, Pop
corn, Vada pav,
Pakoda.
Sedans
(Large Cars)
Transportation
Maruti Suzuki, Ford
Hyundai, Toyota
Honda, Nissan
Jeeps, Hatchbacks,
SUVs, Minivans, MUVs
Rental cars,
Bikes, BMTC, Metro.
car-sharing, ride-
sharing, lift-sharing
Competitors’ intelligence
MICRO ENVIRONMENT
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
22. Suppliers & Intermediaries
MICRO ENVIRONMENT
Physical distribution in business implies to set of activities dealing with Handling,
movement, and storage of goods from the point of origin to the point of consumption.
Raw Material
Supplier
Manufacturer
Wholesaler
Logistics
RetailerCustomer
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
23. MICRO ENVIRONMENT
Chapter 2: International Strategic ManagementMohammed Umair: PG Dept. of Commerce
Fibre & Optics
Plastic
Aluminium
Copper
Silicon
Asus motherboard
AMD Processor
Microsoft Software
WD Hard Drives
LG DVD-CD-ROM
DELL
Dell Outlet
Staples
Chroma
Girias
Reliance Digital
Zoya
Aishwarya
Harsha
Rani
Rahul
Raw Materials Components Suppliers
Producer
Reseller Consumer
Supplier Network Distribution Channel
The
Supply
Chain
Supply chain activities from the acquisition of raw materials to the delivery of
finished products to the end user.
Need, Role and Importance of Distribution Channel
BUYING AND ASSEMBLING
WAREHOUSING AND STORING
GRADING AND PACKING
ASSUMPTION OF RISK
SUPPLY OF MARKET INFORMATION
SELLING
ADVERTISING
FINANCINGFACILITATE DEMAND
SUPPLIERS & INTERMEDIARIES
24. MICRO ENVIRONMENT
Customer Customers are the most important stake holder of any business. They
are the resource upon which the success of the business depends.
Focusing on customers & their experiences is the crux of marketing
function.
Model For Customer AnalysisWHO Are Our Current and Potential Customers?
1. What are the demographic, geographic, and psychographic characteristics of our customers?
2. Who actually purchases our products?
3. How do these purchasers differ from the users of our products?
4. Who are the major influencers of the purchase decision?
5. Who is financially responsible for making the purchase?
WHERE Do Customers Purchase Our Products?
1. From what types of vendors are our products purchased?
2. Does e-commerce have an effect on the purchase of our products?
3. Are our customers increasing their purchasing from non-store outlets?
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
25. MICRO ENVIRONMENT Customer
Model For Customer Analysis
What Do Customers Do with Our Products?
1. In what quantities and in what combinations are our products purchased?
2. How do heavy users of our products differ from light users?
3. Do purchasers use complementary products during the consumption of our products? If so, what is the
nature of the demand for these products, and how does it affect the demand for our products?
4. What do our customers do with our products after consumption?
5. Are our customers recycling our products or packaging?
When Do Customers Purchase Our Products?
1. Are the purchase and consumption of our products seasonal?
2. To what extent do promotional events affect the purchase and consumption of our products?
3. Do the purchase and consumption of our products vary based on changes in physical/social
surroundings, time perceptions, or the purchase task?
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
26. MICRO ENVIRONMENT Customer
Model For Customer Analysis
What Do Customers Do with Our Products?
1. In what quantities and in what combinations are our products purchased?
2. How do heavy users of our products differ from light users?
3. Do purchasers use complementary products during the consumption of our products? If so, what is the
nature of the demand for these products, and how does it affect the demand for our products?
4. What do our customers do with our products after consumption?
5. Are our customers recycling our products or packaging?
When Do Customers Purchase Our Products?
1. Are the purchase and consumption of our products seasonal?
2. To what extent do promotional events affect the purchase and consumption of our products?
3. Do the purchase and consumption of our products vary based on changes in physical/social
surroundings, time perceptions, or the purchase task?
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
27. MACRO ENVIRONMENT
Micro-environment refers to all major external factors and forces over which the
marketing firm has no control.
The political environment simply refers to the way a country is being run in terms of politics.
The political environment includes all laws, government agencies and lobbying groups that
influence or restrict individuals or organisations.
The purpose of analyzing macro-environment is to identify the critical issues in the
external environment that may affect the organization.
POLITICAL ENVIRONMENT
Components of
Political Environment
Political System
Political Risk
Political Ideologies
Indicators of
Political Instability
28. MACRO ENVIRONMENT
POLITICAL SYSTEM
A system involving government and its politics which includes the members who are in
power within a country.
POLITICAL ENVIRONMENT
Autocracy
An autocracy is a form of government in which a country is ruled by a person or group with
power concentrated in the hands of one person, whose decisions are subject to neither
external legal restraints nor regularized mechanisms of popular control.
Theocratic
Secular
Democracy
Democracy is a political system based on representative government, citizen participation
in the political process, freedom and transparency of political acts and process in general.
A democratic society is taken to mean one in which the citizens of the state chose their
leaders.
Single party
Multi party
Multi party with single party dominance
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
29. MACRO ENVIRONMENT
POLITICAL ideology
Ideologies are the sets of basic beliefs about the political, economic, social and cultural
affairs held by the majority of people within as society.
POLITICAL ENVIRONMENT
Political ideology refers to a body of ideas that reflects the beliefs and interests of a nation,
political system, etc. and underlies political action. Many political parties base their political
action and election program on an ideology.
Right wing beliefs value tradition, they are about equity, survival of the fittest, and they
believe in economic freedom.
In politics, the concept of left-wing, refers to a segment of the political spectrum that
considers a high priority the achieving of social equality through collective rights (social), as
opposed to purely individual interests (private) and a traditional view of society, represented
on the right policy.
The center-left holds a moderate position on economics.
The center-right holds a moderate position on economics, though leaning towards the right,
adherents to this idea include pale conservatives some Hindu and religious conservatives.
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
30. MACRO ENVIRONMENT
Chapter 2: International Strategic ManagementMohammed Umair: PG Dept. of Commerce
POLITICAL ideology
Ideologies are the sets of basic beliefs about the political, economic, social and cultural
affairs held by the majority of people within as society.
POLITICAL ENVIRONMENT
Political Party Ideologies Internal factions Political position
Congress
Populism, Liberal nationalism, Social
democracy, Democratic socialism, Gandhian
socialism, Progressivism.
Social liberalism,
Secularism, Centrism,
Social conservatism.
Centre-left
Bharatiya Janata
Party
Indian Nationalism, Hindutva, Integral
humanism
Social conservatism
Economic liberalism,
Gandhian Socialism,
Conservatism
Right wing
Communist Party
of India
Populism, Democratic socialism, Secularism
Socialist world, freely
associated individuals
Communism
Samajwadi Party Populism, Democratic socialism, Secularism Secularism Centre-left
Janata Dal United Integral humanism, Secularism, Socialism
Semi-Social liberalism
Secularism
Centre-left
Ideologies of Political Parties in India
31. MACRO ENVIRONMENT
POLITICAL RISKS
Probability of loss due to political instability in the buyer's country that may result in
cancellation of a license or otherwise affect the buyer's ability to make payments.
POLITICAL ENVIRONMENT
1. Nationalization is process in which host country government takes
control of a foreign company ownership, which can occur for a variety of
reasons.
2. Expropriation: Expropriation is process in which host country
government seizes a foreign company’s assets with compensation.
3. Confiscation: Confiscation is the most severe political risk, in which host
country government takes over of a company’s assets without payment.
4. Domestication: Domestication occurs when the government mandates
local industries, ownership and greater national involvement in a foreign
company’s management.
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
32. Indicators of political instability
• Rampant corruption
• Corruption seriously affects India's business and political environment, posing
a challenge to the country's economic growth.
• An increasing number of corruption scandals since the late 2000s have
damaged the government's credibility, caused major loss in tax revenues,
led to social unrest and widened income inequality.
Corruption scandals that shamed India
Scam Title Estimated Loss Description
2G Spectrum Scam Rs. 176,000 crore
One of the largest financial scams in the country, the 2G scam involves undercharging
by government officials to various telecom companies during the allocation of 2G
licenses for cell phone subscriptions.
Commonwealth
Games Scam
Rs. 90 crore
Organizing Committee of the Commonwealth Games was the main accused. It consisted
of a number of corrupt deals involving overstated contracts.
Chopper scam Rs. 3600 crore
The scam involves several politicians and defense officers, who have been accused of
having accepted bribes from AugustaWestland to clear a contract to supply 12
AgustaWestland AW101 helicopters to India.
Coal block
allocation scam
Rs. 1.86 lakh crore
The scandal involves allocation of the country's coal deposits to public and private
sector companies by Prime Minister Manmohan Singh.
Tatra truck scam Rs. 750 crore
Top officials of Bharat Earth Movers Ltd (BEML), a defense public sector undertaking,
and the defence ministry siphoned off Rs750 crore in bribes and commissions over the
past 14 years in the purchase of components for Tatra trucks.
Antrix Devas deal Rs. 200,000 crore
The scam involves former ISRO chairman G Madhavan Nair and three other scientists
who were responsible for a controversial contract between Antrix Corporation and
Devas Multimedia Private Limited.
MACRO ENVIRONMENT POLITICAL ENVIRONMENT
33. Indicators of political instability
• Complexity of the bureaucracy
• In simple words bureaucracy means excessively complicated administrative procedure. India’s
bureaucracy can place limitations on international investment opportunities.
• One of the main issues facing businesses wishing to operate in India, is the complexity of the
bureaucracy the so-called “license raj” which can add significantly to the cost of doing business.
Indian bureaucracy most inefficient in Asia: Survey
Country Points
Points out of 10; the higher the score, the worst the country's
rating.
Bureaucratic hurdles and government processes resulting in a
difficult operating environment.
Singapore 2.25
Honk Kong 3.53
Thailand 5.25
Taiwan 5.57
Japan 5.77
South Korea 5.87
Malaysia 5.89
China 7.11
Philippines 7.57
Indonesia 8.31
Vietnam 8.54
India 9.21
MACRO ENVIRONMENT POLITICAL ENVIRONMENT
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
34. Indicators of political instability
• Corruption
• Bureaucracy
• Attitude of nationals
• Political unrest
• Voice and Accountability
• Absence of Violence
• Government Effectiveness
• Regulatory Quality
• Rule of Law
• Control of Corruption
• Civil wars
Political Instability Index
MOST POLITICALLY STABLE LEAST POLITICALLY STABLE
1. Norway, 2. Denmark, 3. Canada, 4. Sweden, 5.
Finland
1. Zimbabwe, 2. Chad, 3. Congo, 4.
Cambodia, 5. Sudan
PEACE AND CONFLICT INSTABILITY INDEX
Most Peaceful (Top five) Most Conflicted (Top five)
Slovenia, Sweden, Finland, Ireland and Netherlands
Afghanistan, Congo, Burundi, Guinea and
Djibouti
COUNTRY INDICATORS FOR FOREIGN POLICY: FAILED AND FRAGILE
Least Fragile Most Fragile
Denmark, Sweden, Finland, Japan & Switzerland
Somalia, Afghanistan, Chad, Congo and
Yemen
MACRO ENVIRONMENT POLITICAL ENVIRONMENT
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
35. Basic Country Knowledge
• Is the country a democracy or dictatorship?
• Does country rely on free market or government controls?
• Does government view foreign firms as positive influence?
• Are firm’s customers private or public?
• Does government act arbitrarily?
• Is existing government stable?
MACRO ENVIRONMENT POLITICAL ENVIRONMENT
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
36. MACRO ENVIRONMENT SOCIO-CULTURAL ENVIRONMENT
A set of beliefs, customs, practices and behaviour that exists within a population.
International companies often include an examination of the socio-cultural environment prior to
entering their target markets.
Attitude of
people
Demographic
Factor Religion Social
Responsibility
Taste &
Preference Education Family Natural Factor
Income & Life
Style
Health & Safety
Factor Language Dressing
FACTORS WHICH EFFECT SOCIAL AND CULTURAL ENVIRONMENT
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
37. MACRO ENVIRONMENT ECONOMIC ENVIRONMENT
Economic environment refers to the sum of all economic factors, policies and
nature of an economy which acts as a major determinant of the economic
environment within which the business enterprise work.
1. Economic system means structured regulations, objectives that governs economic
relation with people in a society and the way the in which the production, distribution,
consumption and allocation resources in a nation takes place.
a. In a capitalist economy factors of production are privately owned
and governed.
b. Under Socialist economy all the economic activities of the country
are controlled and regulated by the Government in the interest of
the public.
c. A Mixed economy is a combination of capitalist and socialist
economy. Both private and public sectors play key roles in the
development of the country.
Economic
Environment
Economic System
Capitalism
Socialism
Mixed Economy
Major Rates
Inflation
Interest
Forex rates
Business cycles
Recession
Boom
Recovery
Economic growth
rate
GDP
Per capita income
Economic Policies
Fiscal
Monetary
Foreign policy
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
38. MACRO ENVIRONMENT ECONOMIC ENVIRONMENT
Economic environment refers to the sum of all economic factors, policies and nature
of an economy which acts as a major determinant of the economic environment
within which the business enterprise work.
2. Inflation rates and Interest rates
Higher interest rates increases the costs.
High rate of inflation rates results in reduced purchasing power for consumers which leads to lower
demand
3. Business cycles
Economy experiences over a long period of time and includes economic conditions such as prosperity,
recession, depression and recovery.
4.Economic Policies
Economic policy refers set of activities and response of government to influence its economy.
5. Savings, debt, and credit availability
Spending and expenditures of customers are influenced by savings, debt they owe and availability of
credit. On account of employment opportunities income levels have increased in urban India, further
consumption in rural India has also grown faster
6. Economic growth rate
Economic growth refers to increased capacity of production of goods and services compared from one
period of time to another.
39. MACRO ENVIRONMENT ECONOMIC ENVIRONMENT
Country Top Rate Region
United Arab Emirates 55.0% Asia
Chad 40.0% Africa
United States 39.1% North America
Cameroon 38.5% Africa
Japan 37.0% Asia
Virgin Islands, U.S. 35.0% North America
Angola 35.0% Africa
Zambia 35.0% Africa
Equatorial Guinea 35.0% Africa
Malta 35.0% Europe
Argentina 35.0% South America
Congo 35.0% Africa
Yemen 35.0% Asia
Saint Kitts and Nevis 35.0% North America
Guyana 35.0% South America
France 34.4% Europe
Brazil 34.0% South America
Venezuela 34.0% South America
Pakistan 34.0% Asia
India (now 25%) 34.0% Asia
Corporate Tax Rates around the WorldWhich country has the highest tax rate?
Personal Income Tax
• 10 Ireland: 48%
• 9 Finland: 49.2%
• 8 United Kingdom: 50%
• 7 Japan: 50%
• 6 Austria: 50%
• 5 Belgium: 50%
• 4 Netherlands: 52%
• 3 Denmark: 55.38%
• 2 Sweden: 56.6%
• 1 Aruba: 58.95
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
40. MACRO ENVIRONMENT
World's Top Saving Countries
ECONOMIC ENVIRONMENT
• No. 1: Qatar-59%Estimated GDP
• No. 2: Kuwait - 55%Estimated GDP
• No. 3: China - 51%Estimated GDP
• No. 4: Saudi Arabia - 48%Estimated
• No. 5: Equatorial Guinea - 46%
• No. 6: Algeria - 45%Estimated
• No. 7: Singapore - 45%Estimated
• No. 8: Gabon - 42%Estimated
• No. 9: United Arab Emirates - 40%Estimated
• No. 10: Bahrain - 39%Estimated
• No. 11: Islamic Republic of Iran
• No. 23: India
41. MACRO ENVIRONMENT
Legal environment is closely linked with the political environment.
LEGAL ENVIRONMENT
Common Law
Based on wisdom of judges decisions on individual cases through history
Cases create legal precedents
Civil Law
Based on codification of what is and is not permissible
Judge determines scope of evidence collected and presented.
Religious Law
Based on the officially established rules governing faith and practice of a
particular religion
Theocracy: country that applies religious law to civil and criminal conduct
Kinds of Legal
System
Common Law
– based on
past decisions.
Code Law –
based on the
written laws.
Theocratic
Law – based
on religion.
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
42. MACRO ENVIRONMENT
MNCs & Legal environment
LEGAL ENVIRONMENT
1. International laws, treaties etc..
Incoterms – laid by International Chamber of Commerce.
Settlement of disputes
– Judicial dispute Settlement.
– Extra-Judicial dispute Settlement.
2. Laws of foreign countries.
Regulation related to Products
Product Standard
Disclosure.
Environment laws
Product liability
Packing and labeling
Regulation of price.
Regulation of promotion
Regulation of trade practices
3. Laws of home country.
Protection of IPRS
Bribery and corruption
Advertising and sales promotion
Contracts
Shipping of goods
Labour laws
Environment laws
43. MACRO ENVIRONMENT LEGAL ENVIRONMENT
Countries Using Common Law
• United States
• Canada
• Australia
• India
• New Zealand
• Malaysia
Civil law
• Brazil
• France
• Egypt
• Germany
• Japan
• Mexico
• Spain
• Turkey
Religious and sharia law
• Afghanistan
• Yemen
• Saudi Arabia
• Iran
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
44. MACRO ENVIRONMENT
Top Ten Reasons for Studying the Legal Environment of Business
LEGAL ENVIRONMENT
1. Becoming aware of the rules of doing business.
2. Familiarizing yourself with the legal limits on business freedom.
3. Forming an alertness to potential misconduct of competitors.
4. Appreciating the limits of entrepreneurship.
5. Being able to communicate with your lawyer.
6. Making you a more fully informed citizen.
7. Developing an employment-related skill.
8. Exploring the fascinating complexity of business decisions.
9. Providing a heightened awareness of business ethics.
10. Opening your eyes to the excitement of the law and business.
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
45. MACRO ENVIRONMENT
SUMMARY
Political & Legal
Environment
• Political System
• Political Risk
• Political Ideologies
• Indicators of Political
Instability
• Monopoly controls
• Legislations
Economic Environment
• Economic System
• Inflation rates
• Business cycles
• Economic growth rate
• Economic Policies
• Savings, debt, and credit
availability
Socio-Cultural
Environment
• Changes in lifestyles
• Family structures
• Attitudes and values
• Household Patterns
• Social Mobility
Natural Environment
• Geographical Location
• Availability of resource
• Access to natural
resources
• Concern for environment
• Increased energy cost
Technological
Environment
• Degree of Automation
• Emerging Technologies
• R&D Activity
• Technology Transfer
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
46. ROLE & SIGNIFICANCE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
Organization’s reputation plays a significant role in improving the overall environment in which companies do business, including:
1. MARKETING SCRIPTS ORGANIZATION’S REPUTATION
• Maggi exceeded lead content, violated labelling rules and Nestlé lost at least $277 million + $70 million.
• TRAI recommended a penalty of Rs. 3,050 crore on top three telcos – Airtel, Vodafone and Idea, for violating their license agreement
and denial of interconnection to new player Reliance Jio.
• SpiceJet faces the music for dances on Holi
REGULATORY RISK
• INDIA'S BEST COMPANIES TO WORK FOR 2016
• Google India I American Express India I Ujjivan Financial Services I Teleperformance India I Godrej Consumer Products I Marriott
Hotels SAP Labs India I The Oberoi Group I Intuit India Lemon Tree Hotels.
ATTRACTING & RETAINING HIGH-QUALITY EMPLOYEES
• TOP TEN FORTUNE INDIA’S MOST ADMIRED COMPANIES
• ITC I L&T I Hindustan Unilever I Maruti Suzuki I State Bank of India I TCSCoca Cola India I Samsung India I Tata Motors
BUILDING STRONGER BRANDS
• Communicate like a human-being
• Learn about your customer
• Live for customer complaints
• Stay in regular contact with customers
• Build trust with customers
RELATIONSHIPS WITH CONSUMERS
• Offloading: Pay Rs 10 lakh to flyer with cerebral palsy, SC to SpiceJet.
• HSBC to pay record $1.9 bln U.S. fine in money laundering case
REDUCING LITIGATION
47. ROLE & SIGNIFICANCE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
With the help of marketing tools like advertisement, sales promotion marketers can increase customer awareness of its
products which result in demand creation, leading to increased sales revenue.
2. MARKETING GENERATES REVENUE
Amazon's 'Apni Dukaan‘ & 'Aur Dikhao'
campaign captures the dilemma of
online shoppers
Star Sports has came out with
'Mauka Mauka' ad campaign
assisted the channel to get into
limelight.
Marketing helps increase brand awareness and word of mouth of what a company offer.
Marketing can be the biggest profit-making tool marketers find in business.
MARKETING IS THE MACHINE THAT DRIVES BUSINESS.
48. ROLE & SIGNIFICANCE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
The external business environment includes technology, competition, socio-economic factors and
a business has to function under the influence of these factors for which marketing has to be
dynamic & proactive and not reactive.
3. MARKETING MAKES ORGANIZATION DYNAMIC
CHANGE IN TASTE & PREFERENCES
Scooterisation is back.
From 1948 when Bajaj Auto became the
first Indian scooter dealer till the mid-
1980s, scooters had enjoyed a dominance.
Automobile Products of India (API) that
had introduced the Lambretta scooter
in 1949
LML which entered into a tie-up
with Piaggio in 1983.
Kinetic Honda was a joint venture
between Kinetic Engineering Limited,
India and Honda Motor Company, Japan.
The JV operated during 1984 – 1998.
India's first gearless scooter.
Production: 1990-2000
Bajaj Sunny
Founded: 1994
TVS Scooty
The first scooter manufactured by
Hero Honda since 2005.
Pleasure
49. ROLE & SIGNIFICANCE OF MARKETING
3. MARKETING MAKES ORGANIZATION DYNAMIC
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
Key Players in Scooters-2017
Honda and Hero parted ways and the Japanese
major arrived in 2000 with the Activa.
2017: Activa overtakes bikes,
revives scooter raj in India
Automatic scooters to overtake motorcycles in two-wheeler
segment as Honda drives growth.
Working women| Mileage | Better rural roads | Traffic
Conditions | Senior Citizens
50. ROLE & SIGNIFICANCE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
Competitive advantage refers to superiority that a firm has over its competitors,
allowing it to generate greater market share than its competitors. This can be achieved
through by offering a better-quality product or service, lowering prices and increasing
marketing efforts.
4. CREATES COMPETITIVE ADVANTAGE
COMPANY INDUSTRY TYPE COMPETITIVE ADVANTAGE
IKEA Furniture industry
Superior product at an affordable rate backed by a strong
customer support system.
Facebook
Social networking
service
Superior database management and data processing
capabilities
Addidas
Apparel,
accessories
Uses brand name as leverage to break into new markets in
completely new territories.
McDonald's Restaurants
Providing convenience when people need and want to eat
fast food at prices that are competitive and provide best
value for the customer's money.
Flipkart E-commerce
Strategic investments and acquisitions & supply chain costs,
primarily warehouse management and logistics.
COMPANIES AND THEIR COMPETITIVE ADVANTAGE
51. ROLE & SIGNIFICANCE OF MARKETING
Chapter 1: Introduction to MarketingMohammed Umair: Dept. of Commerce,St. Joseph’s College
It’s difficult to assign a monetary value to a brand, but no matter how intangible brand equity
may seem, a strong brand reaps considerable business benefits from:
1. Awareness
2. Credibility
3. Reputation
4. Customer satisfaction
Those benefits serve as tools to marketers in the effort to attract that mindful consumer who
wants to buy from a brand high in value.
5. BUSINESS VALUE ACCELERATION
Business value is a wider term that not only includes economic values such as profit motive,
shareholder wealth and interest but also combines values such as employee value, customer
value, supplier value, channel partner value, alliance partner value, managerial value, and
societal value.