The STP process is an important marketing concept involving segmentation, targeting, and positioning. Segmentation involves dividing the overall market into groups with similar characteristics. Targeting involves selecting specific market segments to focus on. Positioning is how the product is designed to be perceived in the marketplace against competitors. The goal of STP is to guide development of an appropriate marketing mix.
Product policy, Product Life cycle & New Product Demand Forecasting modelRoopika Sudaman
Product policy outlines how a product is marketed to consumers. A product lifecycle includes introduction, growth, maturity, saturation, and decline phases. Demand forecasting for new products is different than for established products since there is no past data. Methods for forecasting new product demand include evolutionary approach, substitute approach, opinion polls, sales experience in sample markets, growth curve patterns of similar products, and vicarious approach through dealer surveys.
There are four levels of market segmentation: mass marketing, segment marketing, niche marketing, and micro marketing. Mass marketing involves producing the same product for all customers. Segment marketing recognizes customers based on needs, behavior, age, income and other factors. Niche marketing competes within a narrowly defined segment with a specialized offering. Micro marketing focuses advertising on a small, highly targeted group and considers relationships, relevant channels, and supply chains. Examples are provided for each level.
1) Capital budgeting is the process of planning for capital expenditures that are expected to generate returns over multiple years. It involves evaluating potential long-term investment projects and determining which ones to undertake.
2) The document discusses various capital budgeting techniques for evaluating projects, including payback period, accounting rate of return, net present value, and internal rate of return. It also outlines the typical capital budgeting process of identifying, screening, evaluating, approving, implementing, and reviewing projects.
3) Key factors in capital budgeting include properly accounting for the time value of money, risk analysis, and ensuring projects will maximize long-term profitability for the company. Both traditional and modern discounted cash flow methods have advantages and
The document outlines the 6 steps of marketing management: 1) Setting marketing objectives based on organizational mission and scanning opportunities. 2) Analysing marketing opportunities in light of company strengths and weaknesses both internally and externally. 3) Researching and selecting target markets by measuring attractiveness and estimating market size, growth, and profitability. 4) Designing marketing strategies to achieve objectives through broad principles and decisions on expenditures, marketing mix, and locations. 5) Planning marketing programs to implement strategies through decisions on product features, packaging, branding, and servicing policies. 6) Organizing, implementing, and controlling marketing efforts by designing an organization to carry out the marketing plan.
The promotional mix refers to the combination of marketing communication tools used to promote a product. It typically includes advertising, sales promotions, public relations, personal selling, and direct marketing. Each tool has its own strengths and weaknesses in terms of cost, reach, ability to personalize a message, and impact on long-term brand awareness versus short-term sales. Companies must strategically select and integrate the appropriate mix of tools to promote their products effectively.
The document provides an overview of the nature and scope of marketing. It defines marketing according to various authorities and outlines its core concepts. Marketing is defined as the process of creating, communicating, and delivering value to customers and managing customer relationships. The key elements of the marketing environment, including the internal, micro, and macro environments are described. The document also discusses customer satisfaction, value, and Michael Porter's value chain model.
Cost-based pricing methods include mark-up pricing, absorption cost pricing, target rate of return pricing, and marginal cost pricing. Demand-based pricing methods are determined by what the traffic can bear, skimming pricing, and penetration pricing. Other pricing methods include competition-oriented pricing, product line pricing, tender pricing, affordability-based pricing, and differentiated pricing. Pricing strategies must be appropriate for achieving the desired objectives of the firm.
The document discusses various aspects of new issue markets, including the meaning, functions, and methods of floating new issues. It describes the main functions of new issue markets as facilitating the transfer of resources from savers to users and mobilizing funds from savers to borrowers. The key methods of floating new issues discussed are public issues, rights issues, private placements, and preferential issues. It also covers various other topics related to new issue markets such as pricing of issues, offer documents, listing of securities, and participants in securities markets.
Product policy, Product Life cycle & New Product Demand Forecasting modelRoopika Sudaman
Product policy outlines how a product is marketed to consumers. A product lifecycle includes introduction, growth, maturity, saturation, and decline phases. Demand forecasting for new products is different than for established products since there is no past data. Methods for forecasting new product demand include evolutionary approach, substitute approach, opinion polls, sales experience in sample markets, growth curve patterns of similar products, and vicarious approach through dealer surveys.
There are four levels of market segmentation: mass marketing, segment marketing, niche marketing, and micro marketing. Mass marketing involves producing the same product for all customers. Segment marketing recognizes customers based on needs, behavior, age, income and other factors. Niche marketing competes within a narrowly defined segment with a specialized offering. Micro marketing focuses advertising on a small, highly targeted group and considers relationships, relevant channels, and supply chains. Examples are provided for each level.
1) Capital budgeting is the process of planning for capital expenditures that are expected to generate returns over multiple years. It involves evaluating potential long-term investment projects and determining which ones to undertake.
2) The document discusses various capital budgeting techniques for evaluating projects, including payback period, accounting rate of return, net present value, and internal rate of return. It also outlines the typical capital budgeting process of identifying, screening, evaluating, approving, implementing, and reviewing projects.
3) Key factors in capital budgeting include properly accounting for the time value of money, risk analysis, and ensuring projects will maximize long-term profitability for the company. Both traditional and modern discounted cash flow methods have advantages and
The document outlines the 6 steps of marketing management: 1) Setting marketing objectives based on organizational mission and scanning opportunities. 2) Analysing marketing opportunities in light of company strengths and weaknesses both internally and externally. 3) Researching and selecting target markets by measuring attractiveness and estimating market size, growth, and profitability. 4) Designing marketing strategies to achieve objectives through broad principles and decisions on expenditures, marketing mix, and locations. 5) Planning marketing programs to implement strategies through decisions on product features, packaging, branding, and servicing policies. 6) Organizing, implementing, and controlling marketing efforts by designing an organization to carry out the marketing plan.
The promotional mix refers to the combination of marketing communication tools used to promote a product. It typically includes advertising, sales promotions, public relations, personal selling, and direct marketing. Each tool has its own strengths and weaknesses in terms of cost, reach, ability to personalize a message, and impact on long-term brand awareness versus short-term sales. Companies must strategically select and integrate the appropriate mix of tools to promote their products effectively.
The document provides an overview of the nature and scope of marketing. It defines marketing according to various authorities and outlines its core concepts. Marketing is defined as the process of creating, communicating, and delivering value to customers and managing customer relationships. The key elements of the marketing environment, including the internal, micro, and macro environments are described. The document also discusses customer satisfaction, value, and Michael Porter's value chain model.
Cost-based pricing methods include mark-up pricing, absorption cost pricing, target rate of return pricing, and marginal cost pricing. Demand-based pricing methods are determined by what the traffic can bear, skimming pricing, and penetration pricing. Other pricing methods include competition-oriented pricing, product line pricing, tender pricing, affordability-based pricing, and differentiated pricing. Pricing strategies must be appropriate for achieving the desired objectives of the firm.
The document discusses various aspects of new issue markets, including the meaning, functions, and methods of floating new issues. It describes the main functions of new issue markets as facilitating the transfer of resources from savers to users and mobilizing funds from savers to borrowers. The key methods of floating new issues discussed are public issues, rights issues, private placements, and preferential issues. It also covers various other topics related to new issue markets such as pricing of issues, offer documents, listing of securities, and participants in securities markets.
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 document provides an overview of marketing management concepts from Versatile Business School in Chennai, India. It defines marketing and discusses the evolution of marketing approaches from production and sales to modern relationship marketing. It also explains key marketing mix elements of product, price, place, and promotion. Different pricing strategies and factors influencing pricing decisions are outlined. The document also discusses product differentiation and how companies can distinguish their products from competitors.
This document discusses product line decisions and the product life cycle. It defines a product and outlines the key decisions involved in forming and distributing a product, including product design, production, launch timing and product mix/line choices. It also explains the concept of the product life cycle and the typical stages of introduction, growth, maturity, saturation, and decline. Strategies for expanding, contracting or altering product lines are presented. Factors like market demand changes, competition, marketing influences, finances, and product attributes are noted as influencing product line decisions. The document uses examples and diagrams to illustrate product life cycle concepts.
DIFFERENCE BETWEEN PERSONAL SELLING, SALESMANSHIP AND SALES MANAGEMENTDr. Toran Lal Verma
Personal selling involves direct interaction between a salesperson and buyer to understand the buyer's needs and serve them accordingly. It is a component of promotional mix. Salesmanship is an art of successfully persuading customers to buy through understanding their needs and offering benefits. Personal selling includes salesmanship. Sales management oversees all sales-related activities like marketing, advertising, pricing. It tracks targets and actual sales. The sales manager is responsible for strategies, managing the salesforce, and organizing personal selling efforts.
Sales promotion includes short-term tactics to provide added value or incentives to consumers, wholesalers, retailers, or salespeople to stimulate immediate sales. The objective is to build awareness, create interest, and increase short-term sales volume. Common consumer promotion tools include free samples, coupons, discounts, buy one get one offers, and combo packs. Major trade promotion tools given to retailers are price discounts, advertising allowances, free goods, and point-of-purchase displays to encourage purchasing and stocking certain products. An example given is Nike providing a 40% discount to attract new customers, increase store footfall, and clear existing stock.
This document discusses marketing channels and channel management. It defines a marketing channel as the set of organizations involved in making a product available for use. It discusses push and pull strategies for moving products through channels. When designing channel systems, companies should analyze customer needs, evaluate alternatives, and establish objectives. Key decisions include selecting intermediaries, and defining terms and responsibilities. The document also covers managing channel conflict, integrating channels, and e-commerce practices.
Marketing focuses on understanding customer needs and developing products to meet those needs. It views the business from the customer's perspective and aims to provide customer satisfaction. Selling, by contrast, focuses more on moving existing products and generating sales. It views the business from the company's internal perspective and aims first to produce and then sell goods for a profit. Overall, marketing takes a more customer-centric, long-term, and holistic approach while selling prioritizes the company's short-term sales goals.
This document discusses different sources of finance for businesses classified according to time period, ownership/control, and source of generation. Sources are classified as long-term, medium-term, or short-term depending on the time period for which funds are required. Sources also include owned capital like equity or retained earnings that are under the business's control, and borrowed capital from external sources like financial institutions or public debt. Internal sources of finance come from within the business like retained profits, while external sources come from outside the business like loans or share offerings. Choosing the right source of finance is important for business costs and feasibility.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The marketing mix, also known as the 4Ps, refers to product, price, place, and promotion - the key elements of a company's marketing strategy that are under their control. An effective marketing strategy balances these elements to meet the needs of the target market and achieve the company's objectives.
This document discusses consumer behavior and customer satisfaction. It notes that satisfied customers are important for business success and remain loyal, bringing repeat business. Consumer behavior involves how people select, purchase and dispose of products and services. The stages of the buying decision process and factors that influence consumer behavior like cultural, psychological, social and personal factors are examined. Good customer service like answering phones, listening to customers, and dealing with complaints helps bring customers back. Satisfied customers reduce business costs and give a competitive edge.
This document discusses market segmentation, which is the process of dividing a market into distinct groups of consumers based on characteristics like needs, preferences, location, demographics, etc. It defines market segmentation and explains the key criteria for effective segmentation. It also outlines the different levels of segmentation from mass marketing to niche/micro marketing. Finally, it describes three patterns of segmentation - homogeneous preferences where all consumers have similar tastes, diffused preferences where tastes vary widely, and clustered preferences where natural segments emerge. The goal of segmentation is to better target specific groups and develop tailored marketing strategies.
This document discusses marketing research and its importance for businesses. It defines marketing research as the systematic gathering and analysis of data related to marketing problems. Marketing research is important as it provides valuable customer behavior data, helps select promotional techniques, supplies market information, and evaluates marketing performance. The key stages of marketing research are defining the problem, developing a research plan, collecting information, analyzing the information, and presenting findings. A marketing information system is also described which continuously provides relevant data to aid marketing decisions. Finally, common areas studied in pharmaceutical market research are outlined.
Indian financial system , financial systemPadmini M
This document provides an overview of the Indian financial system. It defines key terms like finance, financial system, and financial markets. It describes the major components of India's financial system including financial institutions, instruments, and intermediaries. It discusses the evolution and development of the system over time through nationalization, deregulation, and establishment of new regulatory bodies and market segments. The role and functions of the financial system in allocating resources and promoting development are also highlighted.
The document discusses the macro economic environment and financial markets in India. It describes the money market and its components like call money, treasury bills, commercial bills, and commercial paper. It also discusses the organized and unorganized segments of the money market. The capital market is described along with the gilt-edged market and corporate securities market. Reforms to strengthen the capital market are also summarized.
This document provides information about a group presentation on sales budgeting. It discusses key concepts like the meaning of a sales budget, objectives of sales budgeting, factors that influence sales budgets, and the importance and process of preparing a sales budget. The sales budget is the first component of the master budget and estimates future revenue and expenses for the sales department. It depends on sales forecasting and considers various internal and external factors.
Market segmentation involves dividing the market into subgroups with distinct needs or characteristics. The benefits of market segmentation include:
1) Better understanding customer needs to improve competitive position and increase sales.
2) Facilitating the selection of a target market and effective marketing to chosen segments.
3) Identifying less satisfied segments to concentrate marketing efforts.
4) Focusing efforts on the most productive and profitable market segments.
This document discusses advertising budgets, including how they are set and the factors that influence them. An advertising budget shows the total amount to be spent on advertising and how it will be allocated. It helps meet advertising objectives and is prepared for a specific future time period. Budgets can be set using the affordable method, percentage of sales method, competitive parity method, or objective and task method. The objective and task method is considered the most logical as it focuses on the advertising tasks needed to achieve objectives based on market research. The advertising budgeting process involves setting objectives, determining tasks, preparing the budget, approval, allocation, and monitoring. Factors influencing budgets include advertising tasks, product lifecycle stage, market share, competition, frequency,
There are several types of dividend policies a company can adopt:
1. A regular dividend policy pays dividends at a usual rate and is preferred by retired investors who need steady income. It requires long-standing, stable earnings.
2. A stable dividend policy aims to consistently pay dividends, through methods like a constant dividend per share, constant payout ratio, or stable low dividend plus extra in high-profit years.
3. An irregular dividend policy is used when earnings are uncertain or the company lacks liquid resources. A no dividend policy may be adopted if working capital is unfavorable or funds are needed for future growth.
This document discusses channels of distribution and types of distribution channels. It defines channels of distribution as the path through which products move from production to consumption, connecting producers and consumers. There are direct and indirect channels. Indirect channels involve intermediaries and can be one, two, or three levels depending on how many intermediaries are involved. The choice of channel depends on factors like the product, market, company capabilities, competitors, and the business environment.
The document discusses marketing definitions from various organizations and the importance and concepts of marketing. It provides 3 definitions of marketing: 1) activities involved in creating time, place and possession utilities (American Marketing Association); 2) planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges (American Marketing Association); 3) identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing). It also discusses the marketing concept and different marketing management tasks including conversional, stimulational, developmental, remarketing, synchro, maintenance, demarketing, and counter marketing.
A report on how companies are planning their strategy for better marketingMabin P.Varughese
A marketing strategy outlines how a firm will deploy its strengths to meet market demands. It involves analyzing competition and market segments, selecting target segments, developing a competitive advantage through differential positioning, and implementing a marketing mix of product, price, place, and promotion. Brand extension is a common strategy in India, where successful brand names are leveraged for new products to benefit from the existing brand's reputation while reducing costs and pursuing growth.
Marketers segment consumers into groups based on geographical, demographic, psychographic, and behavioral characteristics to better understand consumer needs. They then evaluate segment sizes, market attractiveness, and their own resources to select target markets. Positioning strategies involve identifying value differences, selecting a competitive advantage, choosing an overall strategy, and developing a positioning statement to communicate the brand's differentiated value proposition to consumers relative to competitors.
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 document provides an overview of marketing management concepts from Versatile Business School in Chennai, India. It defines marketing and discusses the evolution of marketing approaches from production and sales to modern relationship marketing. It also explains key marketing mix elements of product, price, place, and promotion. Different pricing strategies and factors influencing pricing decisions are outlined. The document also discusses product differentiation and how companies can distinguish their products from competitors.
This document discusses product line decisions and the product life cycle. It defines a product and outlines the key decisions involved in forming and distributing a product, including product design, production, launch timing and product mix/line choices. It also explains the concept of the product life cycle and the typical stages of introduction, growth, maturity, saturation, and decline. Strategies for expanding, contracting or altering product lines are presented. Factors like market demand changes, competition, marketing influences, finances, and product attributes are noted as influencing product line decisions. The document uses examples and diagrams to illustrate product life cycle concepts.
DIFFERENCE BETWEEN PERSONAL SELLING, SALESMANSHIP AND SALES MANAGEMENTDr. Toran Lal Verma
Personal selling involves direct interaction between a salesperson and buyer to understand the buyer's needs and serve them accordingly. It is a component of promotional mix. Salesmanship is an art of successfully persuading customers to buy through understanding their needs and offering benefits. Personal selling includes salesmanship. Sales management oversees all sales-related activities like marketing, advertising, pricing. It tracks targets and actual sales. The sales manager is responsible for strategies, managing the salesforce, and organizing personal selling efforts.
Sales promotion includes short-term tactics to provide added value or incentives to consumers, wholesalers, retailers, or salespeople to stimulate immediate sales. The objective is to build awareness, create interest, and increase short-term sales volume. Common consumer promotion tools include free samples, coupons, discounts, buy one get one offers, and combo packs. Major trade promotion tools given to retailers are price discounts, advertising allowances, free goods, and point-of-purchase displays to encourage purchasing and stocking certain products. An example given is Nike providing a 40% discount to attract new customers, increase store footfall, and clear existing stock.
This document discusses marketing channels and channel management. It defines a marketing channel as the set of organizations involved in making a product available for use. It discusses push and pull strategies for moving products through channels. When designing channel systems, companies should analyze customer needs, evaluate alternatives, and establish objectives. Key decisions include selecting intermediaries, and defining terms and responsibilities. The document also covers managing channel conflict, integrating channels, and e-commerce practices.
Marketing focuses on understanding customer needs and developing products to meet those needs. It views the business from the customer's perspective and aims to provide customer satisfaction. Selling, by contrast, focuses more on moving existing products and generating sales. It views the business from the company's internal perspective and aims first to produce and then sell goods for a profit. Overall, marketing takes a more customer-centric, long-term, and holistic approach while selling prioritizes the company's short-term sales goals.
This document discusses different sources of finance for businesses classified according to time period, ownership/control, and source of generation. Sources are classified as long-term, medium-term, or short-term depending on the time period for which funds are required. Sources also include owned capital like equity or retained earnings that are under the business's control, and borrowed capital from external sources like financial institutions or public debt. Internal sources of finance come from within the business like retained profits, while external sources come from outside the business like loans or share offerings. Choosing the right source of finance is important for business costs and feasibility.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The marketing mix, also known as the 4Ps, refers to product, price, place, and promotion - the key elements of a company's marketing strategy that are under their control. An effective marketing strategy balances these elements to meet the needs of the target market and achieve the company's objectives.
This document discusses consumer behavior and customer satisfaction. It notes that satisfied customers are important for business success and remain loyal, bringing repeat business. Consumer behavior involves how people select, purchase and dispose of products and services. The stages of the buying decision process and factors that influence consumer behavior like cultural, psychological, social and personal factors are examined. Good customer service like answering phones, listening to customers, and dealing with complaints helps bring customers back. Satisfied customers reduce business costs and give a competitive edge.
This document discusses market segmentation, which is the process of dividing a market into distinct groups of consumers based on characteristics like needs, preferences, location, demographics, etc. It defines market segmentation and explains the key criteria for effective segmentation. It also outlines the different levels of segmentation from mass marketing to niche/micro marketing. Finally, it describes three patterns of segmentation - homogeneous preferences where all consumers have similar tastes, diffused preferences where tastes vary widely, and clustered preferences where natural segments emerge. The goal of segmentation is to better target specific groups and develop tailored marketing strategies.
This document discusses marketing research and its importance for businesses. It defines marketing research as the systematic gathering and analysis of data related to marketing problems. Marketing research is important as it provides valuable customer behavior data, helps select promotional techniques, supplies market information, and evaluates marketing performance. The key stages of marketing research are defining the problem, developing a research plan, collecting information, analyzing the information, and presenting findings. A marketing information system is also described which continuously provides relevant data to aid marketing decisions. Finally, common areas studied in pharmaceutical market research are outlined.
Indian financial system , financial systemPadmini M
This document provides an overview of the Indian financial system. It defines key terms like finance, financial system, and financial markets. It describes the major components of India's financial system including financial institutions, instruments, and intermediaries. It discusses the evolution and development of the system over time through nationalization, deregulation, and establishment of new regulatory bodies and market segments. The role and functions of the financial system in allocating resources and promoting development are also highlighted.
The document discusses the macro economic environment and financial markets in India. It describes the money market and its components like call money, treasury bills, commercial bills, and commercial paper. It also discusses the organized and unorganized segments of the money market. The capital market is described along with the gilt-edged market and corporate securities market. Reforms to strengthen the capital market are also summarized.
This document provides information about a group presentation on sales budgeting. It discusses key concepts like the meaning of a sales budget, objectives of sales budgeting, factors that influence sales budgets, and the importance and process of preparing a sales budget. The sales budget is the first component of the master budget and estimates future revenue and expenses for the sales department. It depends on sales forecasting and considers various internal and external factors.
Market segmentation involves dividing the market into subgroups with distinct needs or characteristics. The benefits of market segmentation include:
1) Better understanding customer needs to improve competitive position and increase sales.
2) Facilitating the selection of a target market and effective marketing to chosen segments.
3) Identifying less satisfied segments to concentrate marketing efforts.
4) Focusing efforts on the most productive and profitable market segments.
This document discusses advertising budgets, including how they are set and the factors that influence them. An advertising budget shows the total amount to be spent on advertising and how it will be allocated. It helps meet advertising objectives and is prepared for a specific future time period. Budgets can be set using the affordable method, percentage of sales method, competitive parity method, or objective and task method. The objective and task method is considered the most logical as it focuses on the advertising tasks needed to achieve objectives based on market research. The advertising budgeting process involves setting objectives, determining tasks, preparing the budget, approval, allocation, and monitoring. Factors influencing budgets include advertising tasks, product lifecycle stage, market share, competition, frequency,
There are several types of dividend policies a company can adopt:
1. A regular dividend policy pays dividends at a usual rate and is preferred by retired investors who need steady income. It requires long-standing, stable earnings.
2. A stable dividend policy aims to consistently pay dividends, through methods like a constant dividend per share, constant payout ratio, or stable low dividend plus extra in high-profit years.
3. An irregular dividend policy is used when earnings are uncertain or the company lacks liquid resources. A no dividend policy may be adopted if working capital is unfavorable or funds are needed for future growth.
This document discusses channels of distribution and types of distribution channels. It defines channels of distribution as the path through which products move from production to consumption, connecting producers and consumers. There are direct and indirect channels. Indirect channels involve intermediaries and can be one, two, or three levels depending on how many intermediaries are involved. The choice of channel depends on factors like the product, market, company capabilities, competitors, and the business environment.
The document discusses marketing definitions from various organizations and the importance and concepts of marketing. It provides 3 definitions of marketing: 1) activities involved in creating time, place and possession utilities (American Marketing Association); 2) planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges (American Marketing Association); 3) identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing). It also discusses the marketing concept and different marketing management tasks including conversional, stimulational, developmental, remarketing, synchro, maintenance, demarketing, and counter marketing.
A report on how companies are planning their strategy for better marketingMabin P.Varughese
A marketing strategy outlines how a firm will deploy its strengths to meet market demands. It involves analyzing competition and market segments, selecting target segments, developing a competitive advantage through differential positioning, and implementing a marketing mix of product, price, place, and promotion. Brand extension is a common strategy in India, where successful brand names are leveraged for new products to benefit from the existing brand's reputation while reducing costs and pursuing growth.
Marketers segment consumers into groups based on geographical, demographic, psychographic, and behavioral characteristics to better understand consumer needs. They then evaluate segment sizes, market attractiveness, and their own resources to select target markets. Positioning strategies involve identifying value differences, selecting a competitive advantage, choosing an overall strategy, and developing a positioning statement to communicate the brand's differentiated value proposition to consumers relative to competitors.
The document discusses market segmentation, which involves dividing a market into distinct subgroups of customers with different needs, characteristics, or behaviors. It outlines the key steps in target marketing: segmenting the market, evaluating segments, and selecting segments to target. The document also discusses different bases for segmenting consumer and business markets, such as geographic, demographic, psychographic, and behavioral variables. It emphasizes that effective segmentation results in segments that are measurable, accessible, substantial, and actionable.
Market segmentation involves dividing a broad target market into subsets of consumers who have common needs, interests, and priorities. The key goals of segmentation are to better understand customer needs and behaviors and to design marketing strategies tailored to specific customer segments. There are several common bases used for segmentation, including demographic, geographic, psychographic, and behavioral factors. Effective segmentation provides distinct, measurable segments that are substantial in size and can be effectively targeted by a company based on its objectives and resources.
Marketing management module 4 measuring andforecasting demand mba 1st sem by...Babasab Patil
1. The document discusses various techniques for measuring and forecasting demand, including sales-force opinions, expert opinion using the Delphi method, test marketing, and survey research.
2. It also covers market segmentation strategies like demographic, psychographic, and behavioral segmentation. Effective segmentation requires segments to be measurable, accessible, substantial, and differentiable.
3. The document outlines the steps in marketing research including formulating the problem, developing a research method and design, collecting and analyzing data, and presenting results in a marketing research report.
1. A Informative Slides On HERB + DRUG Interaction VANDANA JANGHEL Assistant Professor (M. Pharma, Pharmacognosy) (Siddhi Vinayaka Institute of Technology & Sciences, Bilaspur, C.G.) What comes from Nature + What we change in nature + What we don’t want
2. 1. What are Herb-drug interactions? 2. How herbs interact with other co administered drug ? 3. Whether they are diagnoised? 4. Are they neglected? 5. Any reports available ? 6. What is the significance of the study ? 7. Need for the study We will discuss on following points HERB + DRUG Interaction
3. Herb drugs + Allopathic drug = Some Reactions HERB + DRUG Interaction 1. When herbal medicinal products and western drugs administered together may interact each other in body leading to kinetic and dynamic alterations. 2. Herbs are often administered in combination with therapeutic drugs, raising the potential of herb-drug interactions. 3. Herbs or Herbal drugs often taken with the Allopathic drugs with belief that it will have some Beneficial effect. 4. Most of the herbal drugs are taken because of- Availability, Economic consideration and its safety
4. PharmacodynamicPharmacokinetics Herb may causes Additive Synergistic Antagonistic Unidentified Response activity in relation to conventional drug Change the Absorption Distribution Metabolism Protein binding Excretion of the drug thus changing blood level of drug HERB + DRUG Interaction
5. Diagnosis Evidence of Interaction Preclinical Trials Clinical Trials Case studies from pharmacovigilance 1 2 3
6. 1. Drug interaction is the 4th to 6th cause of death in the world. 2. About 70-80 herbs may increase the risk of bleeding. 3. Aristolochic acid from Kidamari (Aristolochia Bracteolata) is toxic. 4. Ephedra (Somlata) caused more than 54 deaths and 1600 cases of adverse reaction. Facts about Herbal Drug Interactions
7. 1. Clinician lack of adequate knowledge about Drug-herb Interaction 2. No quality control and assurance for the purity and safety. 3. No advance research in this field. 4. Blind believe or over believe in Ayurverdic medicine 5. Avoidance of patient history about drug sensitivity 6. Adulteration in herbal drug Reason for Herb-Drug Interaction Less Knowledge No Quality Control No Documentation Mythological Believe Herbal-Drug Interaction
8. PHARMACOKINETIC INTERACTION Parameter Increases Decreases Absorption Ginger Fibers Green tea Mucilage containing herb Black pepper Mucilage containing herb Metabolism Guggul Grape juice Elimination Laxative (Aloe) Liquorices Diuretics herbs
9. ALOE VERA Interferes with drug absorption through Laxative action (Aloe latex) Decrease transit time Decrease Intestinal Fluids GINGKO BILOBA Decrease effectiveness of Alprazolam by decreasing its absorption. Ginkgo decreases absorption of Alprazolam rather than inducing hepatic metabolism of alprazolam. GINGER Enhance the absorption of sulfaguanidine and decreases blood sugar PHARMACOKINETIC INTERACTION Herbal drugs which shows Interaction related to Absorption
1
This document discusses market segmentation, targeting, and positioning. It defines key terms like market segmentation, target marketing, and market positioning. It describes different types of market segmentation including demographic, psychographic, and behavioral segmentation. It also discusses evaluating market segments, selecting target markets, and developing positioning strategies. The overall purpose is to outline the process companies use to divide markets, select target customer groups, and define their product's competitive advantages.
This document provides an outline for a strategic marketing plan, describing the key sections it should contain. It begins by outlining 10 sections that every strategic marketing plan should include:
1. Management Summary
2. Economic Projections
3. The Market - Qualitative
4. The Market - Quantitative
5. Trend Analysis
6. Competition
7. Threats and Opportunities
8. Objectives and Goals
9. Action Programs
10. Conclusion
It then discusses guides for developing the strategic marketing plan, including defining the business mission, analyzing competitors, performing a situational assessment using SWOT and PESTEL, specifying a market position, and focusing on
Market segmentation involves dividing a broad target market into subsets of consumers who have common needs, interests, and priorities. It allows companies to design strategies targeted to specific segments. There are several bases for segmentation, including demographic factors like age and income, geographic factors, psychographic factors like lifestyle and personality, and behavioral factors like benefits sought and brand loyalty. Segmentation allows companies to increase marketing effectiveness, design products that precisely match customer expectations, and overcome competition. Choosing the right target market involves evaluating segment attractiveness and a company's objectives/resources. Common targeting strategies include targeting the whole market, a single segment, or multiple segments. Proper product positioning is then needed to occupy a distinct place in customers' minds.
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
1
10
Marketing Management
Assignment Two – MKTM028
Segmenting, Targeting and Positioning (STP)
NAME
UON ID
SUBMISSION DATE
7/9/2022
MODULE
MKTM028
WORD COUNT
2,400
LECTURER
Ms. Sally Lo
Table of Contents
INTRODUCTION 3
ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING 3
Market Segmentation 3
Market Targeting 5
Market Positioning 6
CASE STUDY 8
Vodafone 8
RECOMMENDATION 9
RRFERENCE 11
INTRODUCTION
With the use of target marketing, businesses may zero in on the most promising customer base. Rather of offering a comprehensive product line to accommodate all market groups, some companies may choose to focus on satisfying a narrower subset of clients who have a common business need (Supriono, 2018; Camilleri, 2017). One of the most important parts of any marketing plan is choosing the right target market. These procedures for making choices revolve on the time-tested marketing strategy framework of segmentation, targeting, and positioning (STP)]. Segmenting the market is a flexible strategy. Markets are broken down into subsets so that a corporation may target certain customer demographics with tailored product and service offerings. The word "targeting" refers to the method used to assess and choose the intended audience. Market positioning refers to the perceived position in the market where the company sees the product fitting (Orr et al, 2022). Due to its importance in determining a company's long-term performance, STP has been called "a critical necessity in marketing strategy". This report's primary purpose is to assess existing research on STP and to investigate the field's potential usefulness for industry by contrasting and contrasting a variety of sectors and companies.ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING
Market Segmentation
One of the first steps in making an overall marketing strategy is to do a market segmentation study. This helps you keep track of how the strategy is being made and makes sure the plan will work. Market segmentation is the process of dividing a market into submarkets based on a characteristic of the market. Among the things that make up a market are demographic trends, segment needs, consumer preferences, and regional dynamics. For market segments to be useful, they must be easy to find, easy to tell apart, measurable, important, actionable, and stable. Several academics say that companies have used a wide range of segmentation techniques, from those that are specific to each country to those that create groups on a global scale and then use differences in each country to make the most money. Differentiating segmentation strategies for a given group of customers depends on how the group buys and how well the brands are known in the market. This is true, according to research (Samson, 2016; Leonidou et al., 2002). Cluster analysis software or segmentation trees can be used to look at the different subgroups. The next step is to decide how many market niches the co ...
110Marketing ManagementAssignment Two – MKTM028SantosConleyha
1
10
Marketing Management
Assignment Two – MKTM028
Segmenting, Targeting and Positioning (STP)
NAME
UON ID
SUBMISSION DATE
7/9/2022
MODULE
MKTM028
WORD COUNT
2,400
LECTURER
Ms. Sally Lo
Table of Contents
INTRODUCTION 3
ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING 3
Market Segmentation 3
Market Targeting 5
Market Positioning 6
CASE STUDY 8
Vodafone 8
RECOMMENDATION 9
RRFERENCE 11
INTRODUCTION
With the use of target marketing, businesses may zero in on the most promising customer base. Rather of offering a comprehensive product line to accommodate all market groups, some companies may choose to focus on satisfying a narrower subset of clients who have a common business need (Supriono, 2018; Camilleri, 2017). One of the most important parts of any marketing plan is choosing the right target market. These procedures for making choices revolve on the time-tested marketing strategy framework of segmentation, targeting, and positioning (STP)]. Segmenting the market is a flexible strategy. Markets are broken down into subsets so that a corporation may target certain customer demographics with tailored product and service offerings. The word "targeting" refers to the method used to assess and choose the intended audience. Market positioning refers to the perceived position in the market where the company sees the product fitting (Orr et al, 2022). Due to its importance in determining a company's long-term performance, STP has been called "a critical necessity in marketing strategy". This report's primary purpose is to assess existing research on STP and to investigate the field's potential usefulness for industry by contrasting and contrasting a variety of sectors and companies.ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING
Market Segmentation
One of the first steps in making an overall marketing strategy is to do a market segmentation study. This helps you keep track of how the strategy is being made and makes sure the plan will work. Market segmentation is the process of dividing a market into submarkets based on a characteristic of the market. Among the things that make up a market are demographic trends, segment needs, consumer preferences, and regional dynamics. For market segments to be useful, they must be easy to find, easy to tell apart, measurable, important, actionable, and stable. Several academics say that companies have used a wide range of segmentation techniques, from those that are specific to each country to those that create groups on a global scale and then use differences in each country to make the most money. Differentiating segmentation strategies for a given group of customers depends on how the group buys and how well the brands are known in the market. This is true, according to research (Samson, 2016; Leonidou et al., 2002). Cluster analysis software or segmentation trees can be used to look at the different subgroups. The next step is to decide how many market niches the co ...
Test review 1@5 5-07 answers-for ed to use in classRandy Hawthorne
The document discusses key concepts in marketing including definitions of marketing, relationship marketing, and the differences between strategic planning, functional planning, and operational planning. It also summarizes the marketing mix, segmentation, targeting, and positioning, quality management benchmarks, international market entry strategies, and characteristics of services.
Dabur India Ltd is one of India's leading FMCG companies with revenues of US$750 million and a market capitalization of over US$3.5 billion. Dabur was founded in 1884 and is India's largest Ayurvedic and natural health care company with over 250 herbal products. Dabur operates in key categories like hair care, oral care, health care, skin care, home care, and foods, with a wide distribution network of over 2.8 million retail outlets in both urban and rural India. Dabur's products are also available in over 60 countries globally, with 20% of revenues coming from overseas markets. Dabur has transformed from a family-run business into a
This chapter discusses developing a target market strategy, which involves analyzing consumer demand, targeting a market segment, and creating a tailored marketing strategy. It outlines the steps: analyzing demand patterns, establishing segmentation bases, identifying potential segments, selecting a target approach, and choosing target markets. Mass, concentrated, and differentiated marketing approaches are contrasted. Sales forecasting methods are also reviewed to aid in target market planning.
This document provides an overview of the 8-stage process for developing a comprehensive marketing strategy:
1. Defining strategic marketing objectives such as target markets and goals.
2. Determining strategic focus on market growth, share, or segments.
3. Defining customer targets by understanding market segments and choosing attractive ones to target.
4. Competitor analysis to understand alternatives and positioning.
5. Identifying sources of differential advantage over competitors.
6. Developing the marketing mix of product, price, place, and promotion.
7. Implementation of the marketing plan.
8. Monitoring market performance and revising the strategy as needed.
Market segmentation, targeting, positioning, and differentiation are key elements of a customer-driven marketing strategy. Segmentation involves dividing the market into distinct groups with unique needs. Targeting evaluates segment attractiveness and selects which to enter. Differentiation creates superior customer value for the targeted segments. Positioning arranges the offering in customers' minds relative to competitors. Effective segmentation is measurable, accessible, differentiable, and allows for actionable programs for each segment. Common bases for consumer segmentation include geographic, demographic, psychographic, and behavioral factors. When targeting, companies evaluate segment size, growth, and attractiveness as well as their objectives and resources to select segments. Targeting can be undertaken through undifferentiated, differentiated, concentrated,
Before 1900, despite its weaknesses in effective management of worke.pdfarishaenterprises12
Before 1900, despite its weaknesses in effective management of workers, manufacturing
leadership was well provided by top management. They were technological entrepreneurs,
archictects of productive systems, veritable lions of industry. But when they delegated their
production responsibilities to a second-level department, the factory institution never recovered
its vitality. The lion was tamed. It\'s management systems became protective and generally were
neither enterpreneual nor strategic. Production managers since then have typically had little to do
with initiating substantially new process technology-in contrast to their predecessors before 1900
(skinner 1985).
D) how is Japan (or Germany) different from (or the same as) America with regards to this trend
in manufacturing leadership?
E) taking the structural charestaristics of manufacturing enterprises (e.g., scale, complexity, pace
of technological change) as given, what can be done to revitalize manufacturing leadership?
Solution
Strategic Windows: their nature.
The nature and purpose of strategy and how it is formulated. The nature of marketing strategy
and how this should take account of the interests of various stakeholders when involving such
things as, product/service development and delivery, promotional mix, support services,
manufacturing and production processes, R&D, and material purchasing affect the stakeholders.
Other factors in the business environment that influence marketing strategy: political, economic,
socio-cultural and technological (PEST).
Marketing and competitors: how a firm must be able to position itself competitively in the minds
of its customers so that its products and services stand out very favourably in important respects
in relationship to competitors.
Matching the firm’s products / services with opportunities and threats in the market place. The
limited periods during which the fit between the key requirements of a market and the particular
competencies of a firm competing in that market are at an optimum. Investment in a product line
or a market area should be timed to coincide with periods during which a strategic window is
open. Correspondingly, withdrawal should be considered where something which was a good fit,
is no longer a good fit. Ways in which a market can evolve and how firms might develop a
competitive strategy to take advantage of Strategic Windows.
Portfolio Analysis
How organisations create their own environments rather than simply adapt to existing ones. How
they select the strategic windows of opportunities and threats through which they want to look
out into the world and develop and market product and services to meet the needs of what they
observe to be required in the face of environmental turbulence.
How well the fit between an organization’s products/services meet the needs presented by the
windows of opportunities and threats is a fitting start for exploring the subject of strategic
marketing. It introduces the many factors t.
This document discusses market segmentation, targeting, and positioning. It begins by defining segmentation as the process of dividing a market into subgroups based on characteristics like needs, behaviors, or attributes. The key aspects of segmentation discussed include identifying market segments, developing segment profiles, selecting target segments, and developing positioning for each segment. Demographic and geographic variables that can be used for segmentation are also outlined, such as age, gender, income level, and location. The overall goal of segmentation is to more accurately meet the needs of specific customer groups in a targeted and profitable way.
This document outlines the key components of developing an effective marketing strategy in 3 steps or less:
1. Conduct a thorough market analysis to understand market size, trends, segmentation, target markets, competitors, and consumer behavior.
2. Evaluate your company's strengths, weaknesses, opportunities, and threats to determine your current market position.
3. Develop a comprehensive marketing mix strategy addressing the 4 P's of product, price, place, and promotion tailored to your target market and positioning.
This document discusses diversification strategies that businesses can employ. It describes four primary strategies: concentric diversification, where a business expands into related markets or products; conglomerate diversification, diversifying into unrelated industries; vertical integration, controlling more stages of production; and horizontal diversification, expanding into new businesses at the same production stage. Diversification allows businesses to manage risk if one sector declines and pursue growth in new areas, though managing unrelated businesses brings administrative challenges.
The document discusses stakeholder management for a wedding project. It identifies the primary stakeholders as the bride, groom, and their families. Secondary stakeholders include wedding planners, photographers, venues, decorators, caterers, and others involved in the wedding. After classifying stakeholders, managers must monitor relationships, communicate with stakeholders, recognize interdependence, and organize all aspects of the wedding in a timely manner to solve potential conflicts.
The work breakdown structure (WBS) is a process that divides complex projects into simpler, more manageable tasks. In a WBS, larger tasks are broken down into smaller, more easily supervised and estimated chunks of work. This methodology can be applied to project management in any field. A WBS creates accountability by assigning specific, well-defined tasks to individuals who are then responsible for completion. It also helps to estimate costs, timelines, resource needs, and risks. When constructing a WBS, tasks should generally not be smaller than two weeks or larger than 80 hours of work.
2 e salesforce objectives.pdf (3 files merged)kongara
The document discusses key aspects of sales quotas and objectives for a sales force. It defines quotas as specific sales goals for individuals over a period of time in a given territory. Quotas are used to provide performance targets, standards, control and motivation. When developing quotas, companies consider objectives, customer mix, salesperson performance, product diversity and environmental factors. The document also outlines different types of quotas including sales, expense, profit, activity and combination quotas. It discusses quantitative and qualitative performance measures for evaluating salespeople.
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This document provides an overview of Google AdWords, including what paid marketing is, different types of marketing strategies like direct marketing, branding campaigns, and paid ads. It discusses setting up an AdWords account, campaign, ad groups, and keywords. It covers match types for keywords like broad, phrase, exact, and negative matching. Finally, it encourages the reader to set up their own sample AdWords account and campaign for a florist business.
A link is a connection between web pages or sites. Quality backlinks can increase a site's authority, page rank, search rankings, and traffic. Link analysis tools like Google Webmaster Tools and Ahrefs help analyze links. Links can be one-way, with one site linking out but no link back, or two-way/reciprocal with sites linking to each other. Multiple sites can share three-way links. DoFollow links pass PageRank while NoFollow links do not. Effective link building focuses on quality over quantity, diversifies link sources, and avoids exact match anchor texts. Methods of link building include guest blogging, forum posting, and social bookmarking.
Basics of search engines and algorithms (1)kongara
The document provides a history and overview of how search engines work. It discusses the evolution of major search engines from the 1990s to present day. It then describes the key components of search engine architecture, including crawling websites, indexing content, ranking algorithms, and providing search results. Specific algorithms like PageRank and updates from Google are explained. The document also covers how search engines determine relevancy, fight spam, and present results on the search engine results page.
This document discusses the evolution of human resource management (HRM) through different eras: the industrial revolution era focused on discipline and job displacement; the trade unionism era emphasized employee grievance systems and benefits; the social responsibility era saw a paternalistic attitude towards employees' welfare; the scientific management era developed principles of job analysis and matching employees' skills to roles; the industrial psychology era researched selection and testing; the behavioral science era recognized motivational theories; and the personnel specialists era managed human resources through training, wages, and relations. It notes factors driving HRM development and dynamics around operational, cultural, and strategic changes. Contemporary Indian HRM trends are shaped by global, professional, and socio-emotional drivers.
Industrial Relations management involves understanding human behavior and relationships in the workplace. It has historically involved understanding the attitudes, behaviors, and implicit faith between employers and employees. Over time, as industries developed in India under British rule, the conditions for Indian laborers became extremely exploitative and poor. Modern Industrial Relations systems aim to safeguard worker and management interests, avoid conflicts, and maintain harmonious relationships through sound personnel policies, participative management, and other factors.
This document discusses various methods used for employee performance evaluation and merit rating including ranking, grading, graphic scales, man-to-man comparison, checklists, forced choice, and critical incident selection. It also describes different types of promotions and transfers within an organization based on merit, seniority, suitability, need, performance, and time. Finally, it discusses the purposes of transfers including organizational effectiveness, enhancing skills, managing fluctuations, optimizing the workforce, and avoiding favoritism.
The document provides guidance on identifying business opportunities by collecting information on local resources, industries, demand, and infrastructure. Opportunities are classified based on natural resources, local industries, local demand, and export potential. When deciding on an opportunity, one must consider their own background and capabilities as well as factors like market competition, technology, raw materials, labor, costs, risks, and government policies. A thorough matching of the opportunity and individual is needed.
This document discusses the importance of conducting market research before launching a new product or service. It outlines several key objectives of market research, including understanding the target market and customers' needs and perspectives. The document then provides guidance on assessing the relevant market, identifying competitors and their offerings, determining the target audience, and understanding what customers want and how they will perceive the new offering. A variety of qualitative and quantitative primary and secondary research methods are described to help gather customer insights and competitive intelligence needed to ensure market feasibility and success.
Innovation & entrepreneurship development programkongara
This document outlines the modules of an entrepreneurship course. Module 1 discusses entrepreneurial competence, including concepts of entrepreneurship and the characteristics of successful entrepreneurs. Module 2 covers the entrepreneurial environment, such as the role of family/society and government policies. Module 3 is about business plan preparation, including selecting a product/service and preparing feasibility reports. Module 4 focuses on launching a small business, including obtaining financing and selecting markets. Module 5 is on managing small businesses, such as monitoring performance and preventing business failures.
The document discusses the industrial policies and regulations of the Telangana state government in India. It outlines the key aspects of Telangana's new industrial policy, including providing a single application form for all project clearances to be approved within 15 days. It also notes that many districts in Telangana are rich in mineral resources and the policy aims to utilize these resources to create job opportunities and promote economic development in the state.
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The document discusses entrepreneurship in India, noting there are ample small business opportunities but support is needed from the government and society. It outlines various government organizations that promote industries and entrepreneurship through training and funding. These include groups at the national, state, and local levels. The document also discusses industry associations that help entrepreneurs and steer policy, as well as development organizations that provide training and support for new businesses. It concludes that increasing entrepreneurship is key to fighting unemployment and poverty in India.
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This document provides a detailed proposal for a term loan and working capital limit to set up a new manufacturing project. It includes sections on the enterprise details, promoters and management, technical aspects of the project, implementation schedule, project costs, means of finance, industry and market analysis, financial viability projections, strengths and weaknesses, securities offered, and a list of enclosures. The overall proposal is to set up a new manufacturing facility for an undisclosed product.
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A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Physiology and chemistry of skin and pigmentation, hairs, scalp, lips and nail, Cleansing cream, Lotions, Face powders, Face packs, Lipsticks, Bath products, soaps and baby product,
Preparation and standardization of the following : Tonic, Bleaches, Dentifrices and Mouth washes & Tooth Pastes, Cosmetics for Nails.
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A Strategic Approach: GenAI in EducationPeter Windle
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3. The STP process is an important concept in the study and application of
marketing. The letters STP stand forsegmentation, targeting, and positioning.
The STP process demonstrates the links between an overall market and how a
company chooses to compete in that market. It is sometimes referred to as a
process, with segmentation being conducted first, then the selection of one or
more target markets and then finally the implementation of positioning. The goal
of the STP process is to guide the organization to the development and
implementation of an appropriate marketing mix, as highlighted in the following
diagram.
4.
5. Market segmentation is the process of dividing an overall market (as
defined by the firm;) into sets of consumers that have similar needs or similar
characteristics.
In simple terms, market segmentation means categorizing consumers into
similar sets, where each group consists of consumers who are similar to
each other in some way.
Each of these groups of consumers is then referred to as a market segment,
or a piece of the market. Please note that, at this stage, the firm has not
evaluated nor selected which market segments that they will target (or
market to).
Once a firm selects specific market segments for their marketing and
strategy purposes, these chosen market segments will then be referred to as
target markets.
Therefore, there should always be more market segments than target
markets, as firms will typically choose to focus their efforts on a few specific
market segments only. There are many reasons for adopting this focused
approach..
6. SEGMENTATIO
N BASE
DESCRIPTION OF EACH MAIN CONSUMER
SEGMENTATION BASE
Geographic
segmentation
Segmenting by country, region, city or other geographic basis.
Demographic
segmentation
Segmenting based on identifiable population characteristics,
such as age, occupation, marital status and so on.
Psychographic
segmentation
This segmentation approach involves an understanding of a
consumer’s lifestyle, interests, and opinions.
Benefit
segmentation
This approach segments consumers on the basis of specific
benefits they are seeking from the product, such as
convenience, or status, or value, and so on.
Behavioral
segmentation
Segmenting the market based on their relationship with the
product or the firm. Examples include: heavy or light users,
brand loyal or brand switchers, and so on.
7. TYPE OF FIRM SEGMENTATION BASE POSSIBLE MARKET
SEGMENTS
Banking Demographic segmentation Young couples, young families,
older families, pre-retirement,
retired
Mobile phone carriers Benefit segmentation Highly social, work-oriented,
safety contact, status symbol
Frozen food
manufacturers
A broad mix is used here:
•Demographic segmentation
•Psychographic segmentation
•Behavioral segmentation
Single households, diet-
conscious, family dining,
parties, budget-conscious,
variety seekers
Toothpaste Benefit segmentation Teeth whitening, sensitive
teeth, fresh breath, cavity
protection, tartar control
Restaurant Behavioral segmentation Regulars, special occasion,
business lunch, quick spot
8. TYPE OF FIRM SUITABLE
SEGMENTATION
APPROACH
RATIONALE
Cosmetics and
perfumes firms
(such as L’Oreal)
Demographics
(gender, age)
OR
Benefit
Cosmetics and perfumes firms could
effectively use a variety of segmentation
variables. For example, males and females
would have different needs, as would younger
and older consumers.
Benefit segmentation could be used (some
possible could include: skin repair, remove
wrinkles, glowing skin, acne reduction,
attractive look, social status, celebrity
identification).
Car manufacturer Psychographic
(social class)
OR
Geographic
Segmenting by social class makes sense for
this product category, as cars are often a
reflection of a consumer’s lifestyle and used
as a social symbol of success.
Geographic segmentation (such as urban
versus rural) could also be an effective
approach
T
9. As can be seen in the following model of the
full STP(segmentation, targeting and positioning)
process, the selection of target markets occurs after a
number of important steps.
•Firstly the organization defines the product/market that
they are interested in,
• they then group consumers into different market
segments using a variety of segmentation
bases/variables.
•After the segments have been validated, segment
profiles are developed.
• Then, using the information in the segment profile the
target potential target markets are evaluated and
selected, most likely by using an established model or
other set of minimum requirements.
10.
11. The following table outlines the main
factors that are considered when
evaluating potential target markets.
It is likely that many organizations
will have slight variations to these
factors, but the table provides a
good generic guide to the key
issues.
12. Segment size What is the size of the segment
(mainly in terms of unit and
revenue sales)? And is this
substantial enough for the firm
to consider entering?
Each firm is likely to have
minimum size requirements for
a market segment to be
considered financially viable.
Obviously larger firms have
higher requirements.
Segment
growth rate
At what rate is the segment
growing (or perhaps declining)?
What is its future outlook?
Segments with strong growth
rates are more attractive as
firms can gain market share
from primary demand (as
opposed to needing to win
business from established
competitors).
Profit margins Is this a high profit margin
segment or one that is price
competitive?
Pursuing new target markets
typically requires significant
marketing investment, so target
markets with higher profit
margins are always more
attractive
13. Competitors How dominant are the established
competitors? What degree of
competitive rivalry exists? Are there
significant indirect competitors (or
close substitute products)?
Generally firms do not want to
compete in markets where there
are dominant market leaders, as
they tend to be quite aggressive to
new competitors. Therefore, target
markets with a fragmented
competition position are often
preferred. Obviously the lower the
level of competitive rivalry the
better with limited in direct
competition.Note: Porter’s five
forces model could be used to
assist this style of analysis.
Distribution
channels
How easy would it be to gain
access to the appropriate
distribution channels? What level
of new investment would be
required in this regard?
Strong relationships between the
current firms in the distribution
channel would be of concern. The
ability to establish suitable channel
relationships needs to be evident
14. Strategy How well does the
proposed target market fit
with the firm’s strategic
direction and growth
goals?
As part of the firm’s
mission and strategy
statement, a clear
direction of the future of
the organization is
generally understood and
planned out. Therefore,
the target market needs to
contribute to the firm’s
strategic future.
Goals What does the firm have
high or low growth
expectations
The firms with higher
growth goals are more
likely to adopt a multiple
target market strategy and
will, therefore, be more
willing to enter new
markets.
15. Resources Does the firm have the financial
position and staff resources to
successfully enter in this segment?
Firms seek target markets where they
can enter with a comfortable level of
investment, in terms of: financial
investment, staff time, and the
potential disruption to the balance of
their business.
Capability Does the firm have the capability to
develop appropriate products in a
supportive marketing mix
Firms will naturally seek target
markets where they can leverage
their existing skills, capabilities, and
technologies.Target markets that
require the firm to develop new
expertise are generally best avoided.
Role of brand Would the firm be required to create
a new brand, or could an existing
brand be leveraged into the new
target market, or is brand relatively
unimportant?
Establishing a new brand requires
time and money, so that requirement
reduces the attractiveness of a
segment. As does the risk to a brand
of leveraging in into a lower status
segment, such as when targeting
budget conscious consumers.
16. Growth
options
What is a range of other
opportunities available for
growth to the firm
Market development (new
target markets) is simply
one growth. An organization
could also consider market
penetration, product
development, and even
diversification or
acquisition. Therefore,
given the growth choices
available, is the new target
market the best option at
this time?
17. Positioning (or product positioning) is how the product is designed to be perceived
in the marketplace by the target market against its main competitors. In other
words, it’s basically how consumers understand the product offering and how it
differs from similar competitive offerings.
Positioning is built by the organization designing and promoting their product by
highlighting various product features, benefits, and/or other competitive
advantages. Ideally, firms like to create a clear and distinct product positioning. If
they can achieve this positioning goal, then their product becomes the ‘product of
choice’ for certain target markets or consumer needs.
Positioning is the final main phase of the overall STP process (which stands
for segmentation, targeting andpositioning). Positioning is typically more important
in cluttered and competitive markets, particularly for low-involvement purchase
decisions
“Positioning is not what you do to the product; it’s what you do to the mind of the
prospect. It’s how you differentiate your brand in the mind. Positioning
compensates for our over-communicated society by using an oversimplified
message to cut through the clutter and get into the mind. Positioning focuses on
the perceptions of the prospect not on the reality of the brand.”
18. “Positioning can be defined as how a product or a
company’s offer appears in the mind of the target
customer with respect to other brands in the
market. Positioning is critical to brand building
because it is responsible for projecting the brand
identity and creating the perception and image of
the brand in people’s mind.”
20. MARKETING STRATEGIES
PRODUCT OPC BLENDED-
PPC/PSC SPECIAL
PRICE COST+
DEMAND
SUPPLY
RELATED
Ex
FACTORY/DELIV
ERED
PLACE Ex
FACTORY Ex DEPOT
DELIVERED
PROMOTION
22. MARKETING VALUES
Deliver ‘WOW’ through service
Be passionate about customers
Act with speed and agility
Perform at high levels of achievement and contribution
Pursue growth and learning
Build open and honest relations ships with communication
Build a positive team and family spirit
Do more with less
Conduct business with uncompromising integrity
Achieve results with team work
Have trust and respect for the individual
Be humble
24. KEY DUTIES/RESPONSIBILITIES
OF TERRITORYMANAGERS
Manage your department
• Make every effort to maximize both present and long term sales and gross
profits
• Keep face to face contact with your sales people on a regular basis and
stay current on financial data and inventory
• Set objectives
• Plan, organise, direct and control your sales staff to meet the objectives.
• Use these objectives to help your sales people maximize their potential
• At the beginning of each month, counsel with each sales person to
establish realistic sales objectives for the month and action plan.
• Achieve forecasted sales by following(and if necessary, adjusting) your
written plan of action.
• Monitor each salesperson’s daily performance and compare it with that
months objective
25. • Review financial data that affects areas profit
• Review the entire inventory daily
• Use effective displays and select appropriate options which are attractive
and attention getting to maximise sales
• Assist the sales persons in the selling process whenever needed.
• Involve in customer follow up
• Constructively handle (or supervise the handling of) all customer
complaints
• Prepare in advance and conduct Sales meetings
• Review the performance of your sales people and to motivate and stimulate
them to even greater achivements
• Constantly strive toward continuing professional growth
• Work to improve your sales skill, managerial skills and product
knowledge.
26. • Prepare a variety of status reports including activity, follow up and
adherence to goals
• Ensure effective internal communication both within the sales team and
across the organisation
• Facilitate links with professional and commercial organisations.
• Monitor, analyze sales and market trends.
• Report daily to the boss even if you are working independently and meet
him, minimum once per month
• Report weekly to the Head of Sales
27. KEY DUTIES/RESPONSIBILITIES
OF SALES OFFICERS
• Meet monthly and annual Sales Targets
• Maintain company’s contact management data base with accurate, up-to-
date contact details
• Identify and make contact with potential customers
• Respond to sales requirements from existing and potential customers
• Prepare action plan and schedules to identify specific targets and to project
the number of contacts to be made
• Deliver presentation of product at customer meets, customer sites and at
conferences.
• Deliver advertisement materials and make sure the banners and other POP
materials or prominently displayed.
• Identify and resolve customers concerns.
• Handle customer complaints on priority.
28. • Communication and information:
• Prepare a variety of status reports including activity, follow up and
adherence to goals
• Ensure effective internal communication both within the sales team and
across the organisation
• Facilitate links with professional and commercial organisatioss.
• Report daily to the Area Manager and meet the Area Manager minimum
once per month
• Report weekly to the Head of Sales
• Financial:
• Utilize the resources of Sales Department for the cost effective delivery of
sales to company
• Follow up for collection of payment and report daily to HO the details of
deposits and payments forwarded.
29. • Market Research:
• Monitor and report on the activities of competitors and potential
collaborators and to identify business opportunities and threats.
• Understand the market and how our product is used within that market
• Identify new markets, both geographical and by industry sector for or
product
• Any relevant information pertaining to our trade or general trade, some
times even gossips also to be communicated to concerned authorities
30. ATTITUDES TOWARDS WORK
“Attitudes are generally positive or
negative views of a person, place, thing, or
event.”
Customers are lost, friction and conflicts
occur, stress increases, employees report
sick, performance at work gets affected,
productivity goes down – alldue to a
negative mental attitude.
.
.
31. TIPS FOR POSITIVE ATTITUDE
• Be humble and polite to your co-workers and others.
• Do not criticize anyone. That is not your job.
• Always be professional and do not take any thing personal.
• Do not break the client dress code. It is not a good idea to go to the office
in jeans and sneakers even if they have a casual dress code.
• Light cologne is fine but do not use strong perfume.
• Do not talk loudly when you talk over the phone or to your colleagues.
Talk in a soft and clear voice. .
• Wear fresh and neat clothes.
• Always be punctual.
• Complete your assigned task within the time frame. Do not postpone it.
32. EXAMPLES OF BAD ATTITUDE
• Talking about the boss
• Gossiping
• Clocking in late, Calling in sick often
• Breaking rules
• Lying
• Abusing the telephone
• Refusing to help a coworker or Making fun of coworkers
• Criticizing the work of others
• Using bad language
• Dirty clothes
• Back talking
• Comments on your attitude and Customer complaints
33. • Do not talk about politics and religion in the office premises.
• If you are invited for a happy hour party or any party try to attend it at least
for some time. That is the best place to know more about your colleagues.
• Do not play music loudly.
• Be as easy going. Do not get the "tough guy" label.
• Attend meetings regularly.
• Be enthusiastic.
• Try to be helpful to your co-workers.
• Be a good listener. Do not interrupt when someone else is talking.
• Discuss but do not argue.
• Do not lose your credibility
34. P E R S P E C T I V E
• One evening a Swamiji of Sri Ramakrishna Mutt was addressing the
participants of an MNC company on the concept of work culture. One of
the participants asked the following question to the Swamiji: I am a senior
manager of Materials Department and I joined an organization 25 years
ago as an Engineer Trainee and over the last 25 years I have gone through
every experience in the organization and I am now the senior manager
looking after the material function independently.
• During the initial part of my career, the job was very challenging and
interesting. Every day was exciting and I looked forward to each day with
lot of interest. However, all those exciting days are gone since I do not find
my job any more interesting because there is nothing new in my job. As I
have seen and handled every conceivable situation there is no more
challenges in my work. I am now feeling bored because I am doing a
routine job. However, Swamiji, I am living in the same house for over
forty years, I am the son for the same parents for over forty five years, I am
the
35. • father for the same children for the past ten years and the husband for the
same lady for the past twenty years. In these personal roles I do not feel
bored and the passage of time has not taken away the zeal from me. Please
tell me why I am bored of the routine in the office and not in the house?
• This was a very interesting question and we were all very anxious and
curious to know what the Swamiji had to say. The response from him was
very interesting and convincing. He asked the executive the question:
Please tell me for whom does your wife and the mother of children cook ?
The executive replied that obviously my wife cooks for all of us -the
family. Then the Swamiji said that because the wife ''Serves'' others and
because of this service mindedness, she is not feeling tired or bored.
Similarly when you are at Home you are not perceiving your role as the
necessary work. But in an office, we ''Work'' and not ''Serve''. Anything we
consider, as service will not make us feel bored. That is difference
between Serving and Working. He asked the executive to consider his
work as service and not merely a work
37. PRODUCT STRATEGIES
• SINGLE PRODUCT ALL MARKETS-OPC/PPC
• SPECIFIC PRODUCT FOR SPECIFIC MARKETS – OPC / PPC
• MULTIPLE PRODUCT SAME MARKET
• OPC PREMIUM vs OPC COST INCREASE
38.
39. STATUTORY INFORMATION
PRINTED ON EACH BAG
Following Statutory information is always printed on each cement bag;
S. No Description
1 BIS Monogram
2 IS Code Number
3 License No. of Manufacturer
4 Type and Grade of Cement
5 Brand of Cement
6 Address of Manufacturer
7 Week No. & Year
8 MRP of bag
9 Net mass of cement
10 Customer care contact details
41. QUALITY CONTROL
• Fully equipped lab
• Monthly testing to compare
with competitors brands
• Properties are much higher
than BIS Specifications
• Higher values of Lime
Saturation Factors (LSF) ratios
and lower values of free lime
content in our clinker indicate
good quality cement.
42. QUALITY CONTROL VS QUALITY
ASSURANCE
• CONTROL ASSERTS
MEETING SPECIFICATION OF
END PRODUCT
• INSPECTION IS POST
PRODUCTION ACTIVITY TO
REJECT PRODUCT NOT
MEETING SPECIFICATION
• CUSTOMER ASSURED OF
QUALITY BY
IMPLEMENTATION OF
PROCEDURES LAID DOWN
BY MANAGEMENT FROM
RAW MATERIAL TO
DELIVERY OF FINISHED
PRODUCT
43. CUSTOMERCOMPLAINTS &
CUSTOMERS PSHYCE
• Immediate response to complaints
• Protect long term & short term interest of organization
• Educate customer before complaints arise
• Immediate attention on war footing
• Look for ways of convincing customer logically
• Remove the disputed bags from the site as early as possible. May be to a
different site where cement meets requirement
• Get approvals for replacement/refund immediately
• Convince customer about limitation of company’s responsibility to cement
and not consequential damages
44. CUSTOMER FEED BACK AND
RATING
• Application
• Quality
• Packing
• Service
45.
46. PRICING STRATEGIES
• COST PLUS NOT POSSIBLE IN A DYNAMIC MARKET WHERE
SUPPLY DEMAND EQUATIONS CHANGE RAPIDLY FROM
MARKET TO MARKET
• “GO WITH THE CROWD” PRICING
• BRAND POSITIONING FOR RETAIL PRICING IN SPECIFIC
MARKETS
47. EX FACTORY REALISATION-Rs/MT
Rs. Per Bag Rs. Per ton
CUSTOMER RETAIL
PRICE 200 4000
RETAILER MARGIN
5 100
DEALER DISCOUNT
5 100
TRANSPORTER FREIGHT
30 600
EX FACTORY-BEFORE
TAXES
160 3200
54. DISTRIBUTION STRATEGIES
• MAXIMISING EX FACTORY REALISATIONS
• MARKET SPREAD TO RETAIN BRAND RECALL
• MODE OF TRANSPORTATION
• DELIVERY OPTIONS- EX FACTORY VS DOOR DELIVERY
56. Nature and importance of
channels
Channel behavior & organization
Channel design decisions
Channel Management decisions
57. Most businesses use third parties or intermediaries to bring their products to
market.
They try to forge a "distribution channel" which can be defined as “All the
organizations through which a product must pass between its point of
production and consumption“
Why does a business give the job of selling its products to intermediaries?
The answer lies in efficiency of distribution costs. Intermediaries are specialists
in selling. They have the contacts, experience and scale of operation which
means that greater sales can be achieved than if the producing business tried to
run a sales operation itself.
58. For example,
A Toyota dealer depends on the Motor company to design cars that meet
consumer needs.
In turn, Toyota depends on the dealer to attract consumers, persuade
them to buy Toyota cars, and service cars after the sale.
The Toyota company also depends on other dealers to provide good sales
and service that will uphold the reputation of Toyota and its dealer body.
In fact, the success of individual Toyota dealers depends on how well the
entire Toyota distribution channel compete with the channels of other
automobile manufacturers.
59. Horizontal conflicts occurs among firms at the same level of the channel.
For example, some Ford dealers in Chicago complained about other
dealers in the city who stole sales from them by being too aggressive in
their pricing and advertising or by selling outside their assigned territories.
Vertical conflicts refers to conflicts between different levels of the same
channel.
For example, General Motors came into conflict with its dealer some
years ago by trying to enforce service, pricing, and advertising policies.
Solution : “For ensuring good performance of the channel, each channel
member’s role must be specified and channel conflict must be managed.”
60. Analyzing customer needs
(a) Lot size (b) Waiting and delivery time (c) Spatial convenience
(d) Product variety (e) Service backup
Establishing channel objectives
Channel objectives should be stated in terms of targeted service output levels.
Channel design must take into account the strengths and weaknesses of different
types of intermediaries.
Identifying major channel alternatives
A channel alternative is described by three elements : (a)the types of available
business intermediaries, (b) the number of intermediaries needed, (c) and the terms
and responsibilities of each channel member.
Evaluating major channel alternatives
61. (a) Lot size :
In buying cars for its fleet, Hertz prefers a channel from which it can buy
a large lot size.
A Household wants a channel that permits buying a lot size of one.
62.
63. The degree to which the marketing channel makes it easy for customers to
purchase the product.
Example : Chevrolet offers greater spatial convenience than Cadillac, because
there are more Chevrolet dealers.
Chevrolet’s greater market decentralization helps customers save on transportation
and search costs in buying and repairing an automobile.
64. The assortment breadth provided by the marketing channel.
Normally, customers prefer a greater assortment because more choices
increase the chance of finding what they need.
United Spirits Limited (USL) is the largest spirits company in the
world by volume, selling 114 million cases for the fiscal ending March
21, 2011.
65. • The add-on services are the credit, delivery, installation, repairs and
others provided by the channel. The greater the service backup, the greater
the work provided by the channel.
66. Channel objectives are a part of and result from the company‘s marketing
objectives that need to be stated in terms of targeted service output levels.
Profit considerations and asset utilization must be reflected in channel
objectives and the resultant design.
It should be the Endeavour of the channel members to minimize the total
channel costs and still provide with the desired level of service outputs.
For example,
1.Perishable products require more direct marketing because of the dangers
associated with delays and repeated handling.
2.Products requiring installation and/or maintenance services are usually sold
and maintained by the company or exclusively branches dealers.
3.Custom-built machinery and specialized business forms are sold directly by
company sales representatives because middlemen lack the requisite
knowledge.
67. Three Elements of Channel Alternatives :
1.The type of business intermediaries Company Sales force,
prospects in the area, Manufacture’s Agency, Industrial Distributors..
2. The number of intermediaries Intensive Distribution & Exclusive
Distribution.
3. Terms and responsibilities of each channel participants price
policies, conditions of sale, territorial rights and specific service to be
performed by each party.
Companies can choose from a wide variety of channels for reaching
customers from sales forces to agents, distributors, dealers, direct mail,
telemarketing, and the internet.
68. Economic criteria :- Each channel alternative will produce a different level of sales
and cost.
Example : Company sales representatives are better trained to sell the company’s
products..
A Sales agency could comically sell more than a company sales force due to more sales
guys and better knowledge of the geographical area..
Control criteria :- Channel evolution has to include control issues. Using a sales
agency poses a control problem.
Example : The agent might not master the technical details of the company’s product or
handle its promotion materials effectively.
Adaptive Criteria :- Each channel involves some duration of commitment and loss of
flexibility.
Example : A manufactures seeking a sales agency might have to offer a five year contact.
During this period, other means of selling such as direct mail might become more effective,
but the manufactures is not free to drop the sales agency
69. Channel management warrants :
Selecting channel members :
characteristics of intermediaries channel member’s length of
business, other lines carried, growth and profit record, cooperativeness and
reputation.
Motivating individual channel members :
Positive motivators higher margins, special deals, premium,
cooperative advertising allowances, display allowances and sales contests.
Negative motivators threatening to reduce margins, to slow down
delivery, or to end the relationship altogether.
Evaluating their performance over time :
Evaluating standards sales quotas, average inventory levels,
customer delivery time, treatment of damaged and lost goods, cooperation in
company promotion and training programs and customer service.
70. For example,
when IBM first introduced its PS/2 personal computers, it re-evaluated its
dealers and allowed only the best ones to carry the new models .
Each IBM dealer had to submit a business plan, send a sales and service
employee to IBM training classes and meet new sales quotas.
Only about two-thirds of IBM’s 2,200 dealers qualified to carry the PS/2
models.
74. SELECTION CRITERIA
• REASON FOR APPLICATION
• REPUTATION
• CREDIT WORTHINESS
• FINANCIAL CAPABILITY
• CUSTOMER BASE
• CONFLICT OF INTEREST
• TERRITORIAL CONSTRAINTS
• RELATIONSHIP WITH EMPLOYEES
75. DEALER APPOINTMENT PROCEDURE
Obtaining Stockist Application Form and Agreement in
the company prescribed format. (Territory to be mentioned)
Partnership Deed/Incorporation certificate, Memorandum
and articles of association (if applicable)
Prescribed Security Deposit.
Copy of Registration Certificate (VAT/CST) and PAN Card
Photos
Copy of the bank account with the last 3 months details or
Bank introduction letter
Blank cheque in favour of the company
which should be replaced every year
76. PROCEDURE FOR CREDIT LIMIT
Copy of IT Returns of previous two years
Credit Application Form
Recommendation of Credit Limit by the Sales officer
Evaluation and recommendation of credit limit by the Area
Manager
Basis of Assessment for Credit Limit
Letterheads duly signed by dealer.
77. APPROVAL FOR CREDIT LIMIT
• APPROVING AUTHORITY
Up to the value of one load against security deposit - Sales Officer
Above the cost of one load and up to Rs. --- lakhs - Manager
(All the above approvals should be made with intimation AGM/GM)
Above Rs. ---- lakhs and up to --- lakhs - AGM/GM
Above Rs.--- lakhs - MD
Note: All the credit limits to be reviewed and renewed at the
beginning of every financial year. The credit period is 15 days from
the date of supply i.e. the collection should be made within 15 days for
every supply
• RENEWAL AUTHORITY
• Up to Rs. --- lakhs - AGM/GM
• Above Rs. ---- lakhs - MD
78. DISCOUNTS AND INTEREST
• Interest on Security deposits will be paid as detailed below:
SECURITY DEPOSIT RATE OF INTEREST
Rs. 72000 8% P.A.
• The dealers who lift a minimum of 6 loads per annum only will be eligible
for interest on security deposit.
• Dealer who lift a minimum of one load per month will be eligible for an
Annual Discount of Re. 1/- per bag for the total quantity lifted during the
year.
• Cash discount of Rs. 3/- per bag will be given for the orders received
along with advance payment. The accounts which doesn’t have any debit
balance only will be eligible for cash discount.
• No request for refund of security deposit will be entertained for one year
from the date of receipt of security deposit
79. COLLECTIONS
• Payments should be by way of RTGS/NEFT/DD/Cheque payable to
xxxxxLtd.
• Details for RTGS/NEFT remittance
i) Name of the Account:
ii) Bank Account number:
iii) Name of the Bank:
iv) IFSC CODE:
• Daily statements of deposits and payments forwarded should be mailed
• NO CASH COLLECTIONS
81. Order Booking Procedure
• Sales officer will collect orders from dealer with the following details
1. Grade
2. Quantity
3. Price-ruling-Ex Factory or Delivered Price
4. Payment details
5. Consignee details
• Transmit to HO for release of Delivery Order(DO)
• DO will be released by HO if credit limit exists and will be sent to
factory for despatch.
• DO Number should be obtained by field staff and intimated to Dealer
82. CONTENTS IN DELIVERY ORDER
• Party Name with code number
• Price will be captured from price list master
• Basic price will be back calculated
• Destination
• Consignee-Unloading address if different
• Quantity
• Grade
• Ex/FOR
• Tax Details VAT/CST and Service tax
• Name of the Transporter
• In case of Direct orders obtained through agents, the agent name and the
commission per MT will be specified
83. DESPATCHES
• Despatch clearance for dispatch against pending orders should be given
by sales officers to the HO on a daily basis considering:
1. Credit Limits
2. Daily plan of the factory
3. Dealers Requirement
• Transporter will place trucks and factory will raise invoice cum DC
84. INVOICING
• Invoice will accompany lorry
• Invoice will be at List price as on the date of dispatch
• In case of orders placed by dealers with advance if original DO price is
lower that will be considered. However this will be effective for the first
price escalation only.
• Cash Discount will be shown in the Invoice
• Any other discounts will be given later, by way of credit notes
• Statement of daily Invoices will be sent by mail to all SOs
• SMS messages will be sent to dealers mobile phone as soon as invoice is
generated
• Invoice will be at DO prices only in case of Direct customers. However if
there is any increase or decrease in duties or taxes the same will be charged
to customers account.
85. SO YOU NOW HAVE SELECTED THE MARKET AND DISTRIBUTION
CHANNEL