The document discusses the key concepts of marketing including definitions of marketing, the marketing concept, and the evolution of marketing philosophies over time. It provides definitions of marketing from various organizations and experts. It describes the progression from a production concept focused on mass production to a selling concept focused on persuading customers, to today's customer-centric marketing concept focused on satisfying customer needs. The functions, scope, and importance of marketing are also summarized.

1. WHAT IS MARKET
The term Marketing has been derived from the Latin word Marketus
which refers to the method or place of contact between buyers and sellers.
Market is a place or geographical area where buyers and sellers meet and
enter into transactions involving transfer of ownership of goods and services
WHAT IS MARKETING
Marketing is the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, services to create exchanges that
satisfy individual and organizational goals American Marketing
Association.
Marketing is the management process that identifies, anticipates and satisfies
customer requirements it profitably. The Chartered Institute of Marketing.

2. The right product, in the right place, at the right time, and at the right
price. Adcock et al
Marketing is not only much broader than selling; it is not a specialized
activity at all. It encompasses the entire business. It is the whole
business seen from the point of view of the final result, that is, from the
customer’s point of view. Concern and responsibility for marketing must
therefore permeate all areas of the enterprise.” — Peter Drucker
Marketing is the social process by which individuals and groups obtain
what they need and want through creating and exchanging products and
value with others.” — Philip Kotler
Marketing is “The management process responsible for identifying,
anticipating and satisfying customer requirements profitably.” — The
Chartered Institute of Marketing

3. Difference between Marketing and Selling
MARKETING SALES
Focuses on customer’s needs Focuses on Seller’s needs
Customer Enjoys Supreme
importance
Product enjoys supreme
importance
Product Planning and
development to match
products with markets
High pressure selling to sell
goods already produced
Converts customer’s needs
into products
Converts products into cash
Profits through customer
satisfaction
Profits through sales volume
Consumers determine the
price; price determines costs
Cost determines the price
It assumes: “Let the seller be
ware” (Caveat Vendor)
It assumes: “Let the buyer be
ware” (Caveat Emptor)

5. SERVICES
services include the work of airlines, hotels, cars rental firms, barber and
beauticians, maintenance and repair people, and accountants, bankers,
lawyers ,engineers doctors, software programmers, and management
consultants.
EVENTS
marketers promote time-based events, such as major trade shows, artistic
performances, and company anniversaries. Global sporting events such as
the Olympics and the World cup are promoted aggressively to both
companies and fans.
EXPERIENCES
By orchestrating several services and goods, a firm can create, stage and
market experiences. Veega land, Black Thunder etc represents this kind of
experiential marketing.

6. PERSONS
Celebrity marketing is a major business, Artists, Musicians, CEOs,
physicians, high- profile lawyers and financiers, and other professionals all
get help from celebrity marketers.
PLACES
Cities, states, regions, and whole nations compete actively to attract tourists,
factories, company headquarters, and new residents. Place marketers include
economic development specialists, real estate agents, commercial banks,
local business associations, and advertising and public relations agencies.
PROPERTIES
Properties are intangible rights of ownership of either real property (real
estate) or financial property (stocks and bonds). Properties are bought and
sold, and these exchanges require

7. ORGANIZATIONS
Organizations actively work to build a strong, favorable, and unique image
in the minds of their target publics.
INFORMATION
Information is essentially what books, schools, and universities produce,
market, and distribute at a price to parents, students, and communities.
IDEAS
Every market offering includes a basic idea. Social marketers are busy
promoting such ideas as “Friends Don’t Let Friends Drive Drunk” and “A
Mind Is a Terrible Thing to Waste.”

8. NATURE OF MARKETING
Exchange is the essence of marketing.
Marketing is customer/ consumer oriented.
Marketing starts and ends with customers/ consumers.
Modern marketing precedes and succeeds production.
Marketing is goal oriented and the goal being profit maximization through
satisfaction of human needs.
Marketing is a science as well as an art.
Marketing is the guiding element of business (It tells what, when, how to
produce; Marketing is capable of guiding and controlling business.
Marketing is a system .
Marketing is a process, i.e., series of interrelated functions.

9. Scope of Marketing
Study of Consumer Wants and Needs
Goods are produced to satisfy consumer wants. Therefore study is done to
identify consumer needs and wants. These needs and wants motivates
consumer to purchase.
Study of Consumer behaviour
Marketers perform study of consumer behaviour. Analysis of buyer
behaviour helps marketer in market segmentation and targeting.
Channels of Distribution
Decision regarding selection of most appropriate channel of distribution like
•Wholesaling
•distribution and retailing is taken by the marketing manager and sales
manager.

10. Pricing Policies:
•Marketer has to determine pricing policies for their products.
•Pricing policies differs form product to product.
•It depends on the level of competition, product life cycle, marketing goals
and objectives, etc.
Sales Management
•Selling is a part of marketing. Marketing is concerned about all the selling
activities like
•customer identification
•finding customer needs
• persuading customer to buy products, customer service, etc.

11. Promotion: Promotion includes
personal selling
sales promotion and
advertising.
Right promotion mix is crucial in accomplishment of marketing goals.
Finance
•Marketing is also concerned about the finance, as for every marketing activity be it
•Packaging
• advertising
• sales force budget is fixed and all the activities have to be completed with in the
limit of that budget.
After Sales services: Marketing covers after sales services given to customers,
maintaining good relationships with customers, attending their queries and solving
their problems.

12. objectives of marketing: According to ato cundiff and still there are three
main objectives of marketing:
1. Increase in sales volume
2. Increase in net profit
3. Growth of enterprise
Increase in sales volume
• The objective of marketing is not only the satisfaction of consumers
needs but increase in sales volume of the concern also .
• An increase in sales volume will increase the profits of the concern
as well as its future growth potentiality.

13. 2. Increase in net profit
Profit is residual (left behind) of sales minus costs . When sales increase the costs reduce due
to economic of scale and there is an increase in net profits .
It is thought that proper consumers needs are solved out and satisfied which in turn increase
the net profits of the organisation so a number of marketing experts agree that the
maximization of profits is one of the prime goals of the marketing
3. Growth of enterprise:
•The object of an organisation is stability with growth and profitabiltiy .
•Marketing contributes to it by knowing all about the customers and provides them what they
demand.
•It will increase the good will, sales and profits of the enterprise .
•When organisation has sufficient profits then the resources are generated and invested back
for growth.
•It has been realized that even at level the economy can grow by the free playing or market
forces.

14. IMPORTANCE OFMARKETING TO COMPANIES
•Helps in income generation.
• Helps in planning and decision-making.
•Helps in distribution
•Helps in exchanging information.
• Helps to adapt to changing environment.
• Expands global presence.
• Helps to earn goodwill.
IMPORTANCE OFMARKETING TO CONSUMERS
Provides quality products.
 Provides variety of products.
 Improves knowledge of consumers.
 Helps in selection.
 Consumer satisfaction.

15. IMPORTANCE OFMARKETING TO SOCIETY
Marketing bridges the gap between firm and society.
•Provides employment.
• Raises standard of living.
• Creates utilities.
• Reduces costs.
• Solves social problems.
• Makes life easier.
• Enriches society.
IMPORTANCE OFMARKETING TO ECONOMY
It stimulates research and innovation
 Saves the economy from depression.
 Increase in national income.
 Economic growth.

16. Marketing Functions
Studying marketing through its functions is called the functional approach
to the study of marketing . The marketing functions comprise :
•Buying
•Selling
•Transportation
•Storage
•Standardization
•Grading
• financing
•Risk taking
•Market research

17. Functions of exchange
1. Buying and assembling
•Buying is one of the primary functions of marketing .
•Buying raw materials as required by the specifications of the customers
requirements or assembling the spare parts as per the needs of the customer
is the essential step in the marketing process.
•The producers buys the raw materials the wholesaler buys the finished
product from the producer the retailer buys from the wholesaler and so on
•Buying and assembling are two distinctly specialized functions where inputs
are large in size and occupy larger area in terms of floor space they are
brought separately and assembled into finished or semi finished products.

18. •Selling
selling is another r important function and involves transfer of title to goods
selling is a highly specialized job .
Selling may be of two types
1. personal
2. impersonal.
•In personal selling , one finds a sales person speaking about the product
and why one should buy it.
•In case of impersonal selling , it is the advertisement , hoardings and other,
that speak about the products or services of the organization.
•It is only through selling and realizing profits that the organization survives
•Demand creation is one of the complex jobs of the marketer

19. Functions of physical supply
These functions facilitates the organization to carry out the functions of
exchange more effectively
•Transportation
•This function provides place utility for the products by transporting the
goods where ever they are required .
•Particularly where the markets are dispersed and the manufacturing points
are concentrated around the supply points
•Storage and warehousing:
These two functions are supplementary to each other. In other words one
cannot exist without other. The products are stored in warehouses.
Particularly where the production is seasonal or when consumption is
seasonal but the production is continiuous

20. Facilitating functions
Financing : the marketing /production activity may be financed by own
funds or borrowed funds.
The producers wholesalers, retailers and even customers need finance to buy
Today most of the financing companies offer credit facilities to different
segments of the society to buy good and services.
The requirements of finance may be for a short term , medium term or
long term period . There area apex financial institution such as nationalized
and private commercial banks, private lending organizations , cooperative
banks and others.
These have specialized schemes for agriculture finance , working capital
finance, seed capital finance , venture capital finance and so on.

21. Risk taking : risk is an integral part of business and thus with out risk , there
is no business at all. The marketer prefers to minimize the risk associated
with business activity.
Risks arise out of one or more of the following sources
•Social risk such as theft , burglary , bad debts , war
•Transportation risk
•Physical risk decay , deterioration delay or accidents
•Economic risk fluctuation in the prices of the commodity caused by the
changes in their demand and supply or in the currency rate
One can protect oneself from physical risks by careful handling of goods
The social and economic risks can be shifted to professional agencies such
as insurance companies. Even the economic risks can be shared or offset by
entering into hedging contracts

22. Standardization and grading
These two functions are supplementary and also complementary to each
other.
A standard is a measure of fixed value. The standard could be based on
color weight, quality number of items , price or any other parameter
Grading is the process of sorting the goods . The price varies with the
grade of the goods .
This function enables the marketer to fix a uniform price for a given grade
of the goods
It further promotes goods understanding between the buyer and seller.

23. Market information and research
Modern marketing requires a lot of information accurately adequately and
promptly, strategically this information becomes the basis for any decision
making .
Where to sell
How much to sell
When to sell
At what price
In what form how other competitors are selling all these are strategic
issues

24. EVOLUTION OF MARKETING CONCEPT
1. Marketing concept has undergone a drastic change over years.
2. Earlier it was production or later selling which was key to marketing
idea but moving ahead now these have given way to customer
satisfaction rather delight developing a modern marketing concept. Let’s
review the evolution of earlier marketing ideas;
THE PRODUCTION CONCEPT
1. It is one of the oldest concepts in business.
2. It holds that consumers will prefer products that are widely available and
inexpensive.
3. Managers of production- oriented business concentrate on achieving
high production efficiency, low costs, and mass distribution.
4. This orientation makes sense in developing countries such as china ,

25. Where the largest PC’s manufacture , lenovo and demostic appliances take
advantage of the country huge and inexpensive labor pool to dominate the
market.
THE PRODUCT CONCEPT
1. It proposes that consumers favor products that offer the most quality,
performance, or innovative features.
2. Managers in these organizations focus on making superior products and
improving them overtime.
3. A new or improved product will not necessarily be successful unless it’s
priced, distributed ,advertised and sold properly.

26. THE SELLING CONCEPT
The selling concept holds that consumers and businesses , if left alone , wont
buy enough of the organisation’s products there fore undertaken an
aggressive selling and promotion effort.
Accorfing to sergio Zyman ,coca coal’s former vice persident of marketing
who said: The purpose of marketing is to sell more stuff to more people
more often for more money in order to make more profit.
Their aim is to sell what they make , rather than make what the market
wants.
It assumes that customers who are coaxed (convince , win over) into buying
a product will like it, and that if they don’t ,they not only wont return or bad
–mouth it or complain to consumer organizations but they might even buy it
again

27. THEMARKETING CONCEPT
1. It emerged in mid-1950s, instead of a product- centered, make- and –
sell philosophy, business shifted to a customer- centered, sense-and-
respond philosophy.
2. The marketing concept holds that the key to achieving organizational
goals is being effective than competitors in creating, delivering, and
communicating superior customer value to your chosen target markets.
3. Selling focuses on the needs of the seller, marketing on the needs of
the buyer.
4. Selling is preoccupied with the seller’s need to convert his product into
cash, marketing with the idea of satisfying the needs of the customer
by means of the product and the whole cluster of things associated
with creating , delivering, and finally consuming it.

28. Consumer Satisfaction
The product or service offered must satisfy consumer. Consumer satisfaction
is the major objective of marketing.
Marketing Management philosophies ( beliefs ,viewpoint)
As we know, every company has different idea regarding philosophy of
marketing.
Some companies concentrate on the large scale production while some
concentrate only on the quality of the product etc.
Therefore, under the marketing philosophy, there are following five concepts
1. Production Concept
2. Product Concept
3. Sales Concept
4. Marketing Concept
5. The Social Marketing Concept

29. 1. Production Concept:
Production concept lays emphasis on availability and affordability of products.
If these two elements are present in marketing, the enterprise will succeed.
Accordingly, marketing should aim at the reduction in the cost of
production and concentrate on mass production and distribution
2. Product Concept:
Product concept lays emphasis on ‘quality of production’ rather than ‘quantity of
production’. Accordingly, the enterprise should concentrate on product and its
continuous improvement over time because customers favour high quality products
and are ready to pay higher prices for them.
For example, a firm may be dealing in very spacious,
luxurious and expensive cars but the customers will demand same
only when they really need them and can afford their price.

30. Sales Concept:
This concept stresses on attracting and persuading customers to buy the product by
making aggressive selling and promotional efforts.
Thus, the focus of business firms is to ensure the sale of products through
aggressive selling techniques such as advertising, personal selling and sales
promotion without giving any consideration to customers’ satisfaction.
The main aim of selling is to convert the goods into cash by using fair or
unfair means.
But the buyers cannot be manipulated every time; hence selling can be
successful only for short period but not during long period.

31. Marketing Concept:
According to this concept, customer satisfaction is the key to organisational success.
It assumes that a firm can achieve its objective of maximizing
profit in the long run only by identifying and satisfying the need of present and
prospective buyers in an effective way.
•To identify the market or customers who are selected as the target of marketing
effort.
•To understand the needs and wants of customers in the target market.
•Developing products or services for satisfying the needs of the target customers.
•To ensure better satisfaction of needs of the target market as compared to
competitors.
•To do all this at a profit.

32. The Social Marketing Concept:
The marketing concept has been criticized by some of the people because of the
challenges posed by social problems like environmental pollution, deforestation,
population explosion, inflation etc.
This is because any activity which results in customer satisfaction but is
harmful for the interest of the society at large cannot be justified. Therefore, the
firms must perform the functions of marketing keeping in view the social welfare.
For example. No to plastic bags, recycled paper.

33. MARKETING ENVIRONMENT
Environment basically means the surroundings , or circumstance under which some
one or some thing exists
According to Philips Kotler,
Marketing environment is constantly spinning out new opportunities and new
threats, and the firms find their marketing collapse.
Therefore, the company’s Marketing executives must constantly monitor
the changing Marketing scene and observe the changing environment through
Marketing research.
The Marketing Environment includes non- controllable variables that
effects the company’s ability to serve its markets.

34. CONTROLLABLE FACTORS
The controllable factors are well within the grip of the firm and easy to adjust them
to suit the changes.
•These consist of Marketing policies and Marketing strategies.
•Framing of marketing policies is the responsibility of top management
•marketing strategies are developed by middle level management.
•The selection of target marketing
•Marketing objectives and Marketing control are the other controllable factors which
also helps in framing Marketing strategies.
UNCONROLLABLE FACTORS
Controllable variables will have to be filtered through various uncontrollable
environmental factors before they reach to the customers.
The uncontrollable environmental consist of two levels i.e.,
micro environment
macro environment.

35. MICRO - ENVIRONMENT VARIABLES
It consists of elements or forces that influence marketing directly. It includes
Supplier, Marketing Intermediaries, Costumers, Competitors and the
General Public.

36. SUPPLIER One who supply the resources to a company. Any shortage of
Supply affect the Marketing function and thus, should avoid dependence on
any single supplier.
MARKETING INTERMEDIATES They are the middlemen who create
place Utility, Time utility and Quantity utility. These includes Physical
Distribution Firms, Transport Companies, Marketing Consulting Firms,
Marketing Services Agencies and Assist the company in promoting the
right products to the right markets.
CUSTOMERS It refers to consumer markets, industrial markets, reseller
markets, international markets and govt. markets having its own
characteristics.
PUBLIC The marketing decisions considerably influenced by public
relations, govt. policies, the press, the legislatures and the general public.

37. MACRO- ENVIRONMENT VARIABLES
Macro-environment consist of forces affecting the entire society or
economy at large. Macro environment influences entire industry as a whole.
The various variables of Macro-environment are as under

38. DEMOGRAPHIC ENVIRONMENT is the study of human
population in terms
It includes factors such as
1. population growth
2. change in age-group
3. marriages
4. family sizes
5. movement of people from big cities to rural or sub urban areas,
6. literacy etc.
It is essential for the market to understand the demographic forces in a
country which helps him frame optimal marketing-mix.

39. SOCIO-CULTURAL ENVIRONMENT
Sociological Factors Consumers being social animal and their life style is
deeply influenced by the social set up. It is found to have deep influence
(power) on
1. consumer taste
2. Temperament
3. life and living. The needs, desires, hopes and aspirations of the
consumers are necessary to be understood.
Psychological
The study about the behaviour, attitude, temperament, mentality and
personality is must and how there wants and needs can be best satisfied?

40. ECONOMIC ENVIRONMENT
1. It comprises of economic system of the country, affects the demand
structure of any industry/ product.
2. Changes in economic conditions provides marketers with new
challenges and threats.
3. Various economic factors which directly affect the Marketing
strategies are discussed below.
Role of Govt:
1. Marketing in greatly influenced by the role of govt.
2. Through fiscal policies, industrial regulations, economic controls,
import-export policies etc.
3. Monetary and Non-Monetary policies of the Govt. also determine the
tempo of economic development.

41. Consumers:
Consumer welfare and interest should be taken into consideration while
preparing marketing programme. The marketer is to make available quality
products at reasonable prices, in sufficient qualities, at required time
interval.
Competition:
Healthy competition is always in the interest of customers whereas
unhealthy competition is harmful and leads toward increasing cost and
waste.
Price: It is determinant of the fate of any business.
If the Price is too high, reduces the consumer and consumption and if too
low, the producers and marketers are left in the lurch.

42. ETHICAL ENVIRONMENT
In the race of earning more and more profits, business people disintegrate
the ethical values from the business. This leads to adulteration, limitation
etc. resulting in socio-economic pollution of minds and relations.
POLITICAL/ LEGALENVIRONMENT
1. The legal environment for marketing decision is characterized by
various laws passed by Central or State Govt.
2. And even by local administration. Govt. agencies, political parties,
pressure groups and laws create tremendous pressure and constraints
for marketer.
3. Marketing managers required full knowledge and understanding of
political philosophy and ideologies of major political groups and legal
environment for framing marketing strategies and growth of business.

43. PHYSICAL ENVIRONMENT
1. It refers to the physical distribution of goods and services.
2. It needs the in depth study of cost and convenience involved in the
process of physical distribution of products from producer to consumer
end.
TECHNOLOGICALENVIRONMENT
1. It helps to shape changes in living style of the consumers.
2. It has the responsibility of relating changing life- style patterns, values
and changing technology to market opportunities for profitable sales to
particular market segment.

44. Concept of Holistic Marketing
By the words of Kotler, “The Holistic Marketing Concept is based on the
development, design and implementation of marketing programs, processes and
activities that recognizes their breadth and inter-dependencies”.
Holistic marketing is a marketing philosophy that believes ‘everything
matters’. This is an approach which proposes that marketing should be looked from
a broad and integrated perspective and not as an isolated management function.
Holistic marketing not only considers the fact that customers have varying
requirements but also caters to these individual customer requirements.
This off course demands a
•detailed identification of customers’ demands
•and supplying what customers want,
•when and where they want,
•at what prices they want and how they want the company’s offerings.

45. Holistic marketing has a wider perspective
This approach takes into consideration all the various stakeholders of a
business including
1. The customers
2. Employees
3. Suppliers
4. shareholders the community and the environment also.
Any marketing decision is taken considering the perceived impact on the
stakeholders.
There are four components of holistic marketing:
1. relationship marketing,
2. integrated marketing,
3. internal marketing
4. societal marketing.

46. Internal Marketing
1. Internal marketing is based on the theme that employees are the internal customers of a
firm and their satisfaction is of utmost importance in order to achieve the goal of
customer satisfaction.
2. Internal marketing ensures building a skilled and self-motivated workforce and that
every member of the organization properly understands the company’s marketing
orientation and philosophy towards the customer satisfaction.
3. Internal marketing is also about maintaining harmony and co-ordination among various
marketing functions and activities within the organization.
4. There should not be any conflicts within the marketing department or between
marketing and other departments because that would somehow negatively affect
external marketing also.

47. Integrated Marketing
1. Integrated marketing is based on the proposition that the marketers instead of
deciding for individual marketing activities should make an integrated
marketing program with the purpose to create, communicate and deliver value
for the customers.
2. The aim of integrated marketing is to gain synergy out of all marketing
activities and it is only possible when an integrated approach is adopted.
3. It is basically about designing an effective integrated marketing mix executed
well to derive synergy.

48. Relationship Marketing
1. Relationship marketing is concerned with building long-lasting relationships
with various parties connected to a business including the customers,
employees, suppliers, financial institutions, regulatory bodies, competitive firms
and the society in general.
2. Relationship marketing is about building relationships with all those who can
affect the firm’s success or are capable of adding value to it at any level.
3. The traditional selling approach where the customers and firm interacted only
during sales is no more acceptable in current environment.
4. Today the firms need to maintain a regular contact and keep reminding of the
brand to the customers.
5. Repeat purchases by the customers demand a strong relationship with them.
Relationship marketing suggests not only building relationships but also
enhancing them over the time.

49. Societal Marketing/ Socially Responsible Marketing
1. Holistic marketing suggests that the marketer’s responsibility is not limited to
the customers but it extends to the society in general.
2. Societal marketing suggests that marketing should consider ethics, society, laws
and the environment while designing activities.
3. Any such marketing activities which are economically profitable but socially
harmful are strictly restricted under societal marketing aspect of holistic
marketing. The marketing should not adopt an irresponsible behavior towards
the society.
4. The increasing popularity of societal marketing aspect can be well understood
by the larger evidences of corporate social responsibility activities undertaken
by most firms now days.

50. MARKETING MIX
In the words of Philip Kotler, “Marketing Mix is the set of controllable variables
and their levels that the firm uses to influence the target market.” Marketing mix is a
combination of various elements, namely, Product, Price, Place (replaced by
Physical Distribution) and Promotion.

51. PRODUCT
It is the thing possessing utility. It is the bundle of value the marketer offers to
potential customers.
Today manufacturers are realizing that customer expects more than just the basic
product. Therefore the product must satisfy the consumers needs.
The manufacturer first understands the consumer needs and then decides
1. the variety
2. quality
3. shape
4. design
5. Brand
6. warranties
7. package etc. of the goods to be produced
The product is a marketer’s primary vehicle for delivering customer satisfaction.

52. PRICE
It is the amount of money asked in exchange for product. It must be
reasonable so as to enable the consumer to pay for the product. While fixing
the price of a product, the management considers certain factors such as
1. cost
2. ability of the consumers
3. competition
4. Discount
5. allowances
6. margin of profit etc.

53. PLACE (PHYSICAL DISTRIBUTION):
It is the delivery of products at the right time and at the right place. It is the
combination of decision regarding
•channel of distribution (wholesalers, retailers etc. )
•Coverage
•locations
•Transportation
• warehousing and inventory control.

54. PROMOTION
It consist of all activities aimed at inducing and motivating customers to buy the
product. The selection of alternatives determine the success of marketing efforts.
Some firms use
1. advertising,
2. personal selling
3. sales promotion.
4. Thus promotion includes advertising public relations, personal selling and
sales promotion.

55. Marketing Mix of Suzuki analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion).
Let us start the Suzuki Marketing Mix:
Product:
Suzuki is an automotive company with products in categories in
automobiles, outboard motors, ATVs, motorcycles, engines.
Some of the products in the car category

56. Price:
1. The general pricing strategy of Suzuki is from medium range pricing to
premium pricing.
2. The pricing mainly depends upon the category under which the products are
classified.
3. The price in the Suzuki marketing mix would cover not only bikes but also
cars.
4. The Suzuki Bikes categorized under Ultimate sport are expensive than the
scooter. In some categories, the company has an upper hand over others while
in some it uses penetrating strategy.
The pricing of Suzuki products also varies from region to region & based on
competitor pricing as well.
For example in India the pricing is lower to suit the medium range target
customers.

57. Place:
1. Suzuki has its existence worldwide.
2. It has segregated itself on the world map in 4 broad categories.
3. The classifications are Europe, Middle-East & Africa, Asia & Oceania, America.
The company exists in 31 countries under Europe.
4. It exists in 49 different countries under Middle-East & Africa. Suzuki as a
company has its presence in 26 countries of Asia & Oceania and 46 companies
of America. The products are sold mainly through its distributor outlets
present across the globe.
5. There are showrooms and dealers through which the Suzuki products get sold.
6. It is impossible for the company to run all the showrooms on their own and
hence Suzuki also goes for the franchise model.

58. Promotion:
1. Suzuki uses all online and offline platforms for its promotions.
2. The online platforms include the website, social media platforms like Twitter,
Facebook, Google+ and Pinterest.
3. They also promote themselves through heart touching YouTube videos.
4. The offline promotional methods include TV commercial advertisements, Bill
Boards, Hoardings.
5. Suzuki also promote themselves through event sponsorships.
6. Motorcycle events, race events etc are also places where as an advertiser and
sponsor, Suzuki has significant presence.
7. Hence, this gives an overview on the Suzuki marketing mix.

59. Patanjali SWOT Analysis, USP & Competitors
Patanjali
Parent Company Patanjali Ayurved Limited
Category Consumer products
Sector FMCG
Tagline/ Slogan Prakriti ka aashirwaad
USP
Patanjali sells only Ayurveda based products in food,
cosmetics and FMCG

60. STP
Segment People looking for healthy FMCG products
Target Group
Middle and upper middle class families who prefer
ayurvedic products
Positioning
Patanjali offers healthier and safer products in the FMCG
category
Competition
Competitors
1. Dabur India
2. Procter and Gamble
3. Marico
4. Nestle Ltd
5. HUL (Hindustan Unilever Limited)
6. Himalaya Herbal Healthcare

61. SWOT Analysis
Strengths
1. Patanjali has grown at a rapid pace within a short span of time
2. Extensive marketing has pulled people into accepting its products as a
healthier and safer option
3. Strong brand ambassador with Baba Ramdev as its face helped boost the
business for Patanjali
4. Patanjali offers new products, new style of marketing etc has changed the
market dynamics
5. The venture has generated tremendous revenues, which are comparable to
existing players
6. More than 200,000+ employees with Patanjali
7. Excellent word of mouth marketing has helped the brand grow
Weaknesses
1. Launched too many products in a short time
2. Patanjali faced issue with advertising council of India
Opportunities
1. Patanjali can tap overseas market as Ayurveda is increasingly getting
awareness
2. Can enter more segments in personal hygiene, FMCG etc
3. Can also diversify in apparels
Threats
1. Prominent FMCG players coming up with their own variants of ayurvedic
products
2. Big players have their existing model which is sturdy, which can overcome
new competition from Patanjali

62. Reliance Jio
Parent Company Reliance Industries Limited
Category Mobile service provider
Sector Telecommunication
Tagline/ Slogan Jio digital life
USP
Affordable 4G LTE mobile network with innovative
technology
STP
Segment
People with smartphones looking for high speed internet
and good mobile services
Target Group Urban & tier2 middle and upper class segment
Positioning
Reliance Jio is helping transform Indian into a digital and
tech-savvy nation by giving affordable mobile service and
data

63. WOT Analysis
Strengths
1. Strong backing of parent company ie Reliance Industries backed up Mukesh
Ambani
2. Excellent advertising and marketing of Jio helped the brand have a strong
launch
3. Jio has brand ambassadors like Shahrukh Khan, Amitabh Bachchan which
has helped reach out to masses
4. Innovative technology i.e. 4G LTE services along with VoLTE
5. Has a strong pan India presence with its operations in more than 22 cirles
6. Jio apps are a unique feature offering movies, games, shopping, messenger,
chat, news etc under one roof
7. LYF smartphones at affordable costs would also boost the brand Reliance Jio
Weaknesses
1. The ad campaign of Reliance Jio showing the PM was controversial
2. Late entrant in the India market, i.e. it would be challenging to increase
market share significantly
Opportunities
1. The company can offer telecom, call, data services at competitive prices
2. Reliance Jio can promote exclusive services like apps to attract consumers
3. Focus on customer service and MNP can help the brand overcome
competition
Threats
1. Once free services are over, people would not want to continue using Jio
2. Existing competitors have a strong presence, and a loyal customer base,
which would be difficult to address to.

64. Competition
Competitors
1. Airtel
2. Idea
3. Vodafone

65. Case Study 1
Marketing and Distribution of Mushroom
Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore.
They thought instead of doing a job, they will launch fresh vegetables in Indian markets.
Having learnt of the future conventional foods, they decided to venture into cultivation of
mushrooms.
Mushrooms are known to be the best alternative food for vegetarians. For Sachin and Virag
fund raising was a serious handicap for mass production. However, the first trial batch of
mushrooms that they produced was bought by Star Hotel in Bangalore. Further, the hotel
placed orders for supply of 20 kgs every day.
Now mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big
player M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested
in the export market. Sachin and Virag have set their sights high. They aim to sell mushrooms
in a very big way all over India. Mushrooms have a great market potential and is a perishable
food.
Questions
A. How will you advise Sachin and Virag, as how to increase the consumer
awareness about this new food?
B. What would be your suggestions for distribution channel for mushrooms?