Presentation on topic marketing mix for bcom bba bca students

1. The Online Marketing Mix

2. • The figures from the Internet and Mobile Association of India
(IAMAI) show that the Internet users in India have grown beyond
200 million. Around 25% of the regular shoppers in India fall in
the age group of 18–25 years and 46% fall in the 26–35 year
range.
• Presently, the Indian online matrimonial sector is worth $230
million.
• Worldwide, e-commerce is growing at the rate of 28%, and India
being a younger market, the growth of e-commerce is expected
to be 51% in the coming years.
• Online Shopping: Review and Outlook in 2013, released by the
ASSOCHAM, showed that India’s e-commerce market (6.5% of
the total retail market) rose from about $2.5 billion in 2009, to
$6.3 billion in 2011, to $8.5 billion in 2012, and is expected to
touch $56 billion by 2017.

3. Challenges Faced by Organizations
The various challenges that organizations face include the
following:
• Understanding the optimal utilization of the Internet for
enhanced marketing efficiency
• Designing the best possible way to position products and
services in the online domain for greater marketing
productivity
• Creating a value proposition in which the product and the
price meet the consumers’ expectations

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Online Marketing
• It is defined as the set of all those elements
that an organization need to promote its
product line.
• Marketing mix comprise of :
– Product
– Price
– Place
– Promotion

5. The Online Marketing Mix

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• E-Products:- It defines the value proposition offers to
consumer.
– It is this proposal that signifies a value to the consumer.
– A consumer feels satisfied when the benefits of the item
procured exceed the cost of procuring the item.
– Value is measured in terms of value creation, value
communication and value delivery.
• Some products are unique to the internet (e.g., online Apps-
Storiesville, Aapwatch.com)
• Some use the Internet as a distribution channel (P&G,HUL, etc.)
• Some others use the Internet as an electronic storefront (Amazon,
eBay, Flipkart, Myntra etc.)
The Online Marketing Mix

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• There are three categories of E-product
– First category of product is sold and be used only in
the virtual world as they are Internet Based.
– Second category product is those primarily marketed
through the traditional means and now the firms have
recognized the need to promote them online as well.
– Third category of product is the e-commerce sites
that promote all varieties of products online and these
product reach the consumers through an offline
distribution channel.
The Online Marketing Mix

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• E-Place:- The place element of the marketing mix refers to the “where”
dimension of marketing. It refers to target markets, places where the product
is to be launched or promoted, consumer segmentation, and positioning
strategies.
– Two major challenges:
• the first challenge is greater internet penetration to enhance Internet
Usage and subsequent benefits from consumers venturing online
• The second challenge is greater reach for the products being sold
online, in terms of more consumers and visibility, which will come
through greater volume of consumer time spent online.
• E-Price:- Price is the amount of money charged for a product or service.
It is the sum of all values-money, time, energy and psychic cost, that
buyers exchange for benefits of having or using a good or service. E-
Place:-
The Online Marketing Mix

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• E-Promotion:- Marketers use the marketing communication tools
for advertising, sales promotion, public relations, direct
marketing and personal selling to achieve heir communication
objectives.
The Online Marketing Mix

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E-Product
• Value is a sum total of:
1. The product experience
2. Individual beliefs of the customer
3. Customer expectations
• The online product encompass an online service or an online offer.
– Online service (Amazon,eBay) here, the online organization is
providing the service allowing a consumer to buy a product from the
virtual medium. These organizations are e-commerce companies
allowing consumers to buy and sell online and provide them a
virtual marketplace where transactions take place.
– Online offer provides consumer the convenience of making a
purchase. i.e companies such as Procter and Gamble, LG and HUL
which sell their products online through their websites.

11. Characteristics of an Online Offer
An online offer is typically characterized by the following
features:
• Renders high levels of convenience for the consumer
• Offers good customer service
• Saves consumer time and money
• Provides an enjoyable shopping experience
• Merchandises in the context of product offerings and product
information
• Provides site design and transaction security

12. Significant Product Dimensions

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• Attributes:
– It comprises the physical component of the products-its
shapes, size, color, features and quality
– They are enhanced by the most significant benefits
offered by the Internet: mass customization and
personalization
– Companies can reach a wide range of consumers by
offering a variety of combinations and tangible and
intangible benefits
– Companies can show-off their product attributes through
generating content on a host of online websites, blogs,
online communities and social networks.
Significant Product Dimensions

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• Branding:
– A brand can be formally defined as an individual’s
perception of an integrated bundle of information and
experiences that distinguishes a company or its product
offerings from competition.
– A brand is a promise to customer.
– The internet allows brands to form relationships with the
customers.
– A customer first interacts with a brand in the online
space, then engages with it, then gets involved with it and
finally starts advocating the brand to others.
Significant Product Dimensions

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• Co-creation:
– It is defined as an active, creative, and social process
based on collaboration between producers and
consumers that is initiated by the firm to generate
value for both the firm and the customers
Significant Product Dimensions