This document discusses marketing strategy and its importance. It notes that a marketing strategy involves choosing a target market, developing a marketing mix of the four P's (Product, Price, Place, Promotion), and gathering competitive intelligence. A good strategy helps an organization maximize profits by focusing resources effectively and gaining an advantage over competitors. The document also outlines some key steps in developing a marketing strategy, including situational analysis, goal-setting, and tactical planning.
Does Corporate Governance really stays the same in the reality as it's been explained to students...?
Such cases really raise many questions on that note.
A study on Vijay Mallya Scam Case: Vijay Vittal Mallya, once known to you and me as ‘The King of Good Times’ or also dubbed ‘ The playboy of the East’ was born to the Indian Entrepreneur Vittal Mallya in 1955. Vittal Mallya was largely known for the role played as the director of United Breweries (UB) Group which he achieved at the age of 23. Following his father’s sudden demise Vijay Mallya became chairman of the UB Group.Vijay Mallya was always known for his flamboyant and posh lifestyle. A testament to these were the lavish New Year Parties at his Kingfisher Villa in Goa or the birthday bashes thrown on his luxurious Yacht ‘ The Indian Empress’.
Does Corporate Governance really stays the same in the reality as it's been explained to students...?
Such cases really raise many questions on that note.
A study on Vijay Mallya Scam Case: Vijay Vittal Mallya, once known to you and me as ‘The King of Good Times’ or also dubbed ‘ The playboy of the East’ was born to the Indian Entrepreneur Vittal Mallya in 1955. Vittal Mallya was largely known for the role played as the director of United Breweries (UB) Group which he achieved at the age of 23. Following his father’s sudden demise Vijay Mallya became chairman of the UB Group.Vijay Mallya was always known for his flamboyant and posh lifestyle. A testament to these were the lavish New Year Parties at his Kingfisher Villa in Goa or the birthday bashes thrown on his luxurious Yacht ‘ The Indian Empress’.
Bank of India - Project Survey Report.pdfManav Saxena
The study was undertaken to know the preference of the customers. To determine the main factors influencing the level of customer satisfaction in Bank of India. To assess the level of customer satisfaction with the quality of service of Bank of India. The project is an attempt to find out the ways of customer satisfaction adopted by the Bank of India in the real world. So that it would be useful for a manager and staff in the real business when he will have the responsibility to do the same.
RBI issued updated guidelines on ‘Co-Lending Model’ in November 05, 2020
“co-origination of loans” by banks and NBFCs for lending to the priority sector. “The arrangement entailed joint contribution of credit at the facility level by both lenders as also sharing of risks and rewards” the RBI said
Every business leader knows it’s important to stay aware of new technology. But how do you separate ephemeral trends and “shiny objects” from innovations that can meaningfully improve what you offer? At GoKart Labs’ 2017 Client Summit, Solution Lead Eric (EJ) Johnson shared his perspective on how to keep up with emerging tech without wasting energy or missing opportunities.
Thingalytics, a composite of “Things” and “Analytics,” shows organizations how to use real-time analytics and algorithms to seize the opportunities that flow from IoT while simultaneously minimizing threats.
Bank of India - Project Survey Report.pdfManav Saxena
The study was undertaken to know the preference of the customers. To determine the main factors influencing the level of customer satisfaction in Bank of India. To assess the level of customer satisfaction with the quality of service of Bank of India. The project is an attempt to find out the ways of customer satisfaction adopted by the Bank of India in the real world. So that it would be useful for a manager and staff in the real business when he will have the responsibility to do the same.
RBI issued updated guidelines on ‘Co-Lending Model’ in November 05, 2020
“co-origination of loans” by banks and NBFCs for lending to the priority sector. “The arrangement entailed joint contribution of credit at the facility level by both lenders as also sharing of risks and rewards” the RBI said
Every business leader knows it’s important to stay aware of new technology. But how do you separate ephemeral trends and “shiny objects” from innovations that can meaningfully improve what you offer? At GoKart Labs’ 2017 Client Summit, Solution Lead Eric (EJ) Johnson shared his perspective on how to keep up with emerging tech without wasting energy or missing opportunities.
Thingalytics, a composite of “Things” and “Analytics,” shows organizations how to use real-time analytics and algorithms to seize the opportunities that flow from IoT while simultaneously minimizing threats.
8 Marketing Skills You Need to Land Your Dream Job in 2015HubSpot
The advertising and marketing industry is facing a talent crisis. This means there is an opportunity for those looking to gain new skills, advance their careers, or change jobs. Learn about the eight skills marketing agencies and brands want and need to hire for in 2015.
This Blue Paper® will look at the methodology and practice of agile marketing
and how it differs from more traditional approaches. We’ll highlight case studies
of agile marketing in action, describe the concept’s pros and cons, and outline an
approach for organizations that want to adopt an agile marketing culture.
Confirming Pages What’s in IT for me This chapter in.docxmaxinesmith73660
Confirming Pages
What’s in IT for me?
This chapter introduces the concepts of information and data and their relative importance to business profession-
als and firms. It distinguishes between data stored in transactional databases and powerful business intelligence
gleaned from data warehouses. Students who understand how to access, manipulate, summarize, sort, and ana-
lyze data to support decision making find success. Information has power, and understanding that power will help
you compete in the global marketplace. This chapter will provide you with an overview of database fundamentals
and the characteristics associated with high-quality information. It will also explain how the various bits of data
stored across multiple, operational databases can be transformed in a centralized repository of summarized infor-
mation in a data warehouse, which can be used for discovering business intelligence.
You, as a business student, need to understand the differences between transactional data and summarized infor-
mation and the different types of questions you could use a transactional database to answer versus a data ware-
house. You need to be aware of the complexity of storing data in databases and the level of effort required to transform
operational data into meaningful, summarized information. You need to realize the power of information and the
competitive advantage a data warehouse brings an organization in terms of facilitating business intelligence. Armed
with the power of information, business students will make smart, informed, and data-supported managerial decisions.
■ T h e B u s i n e s s B e n e f i t s o f
Da t a Wa re h o u s i n g
■ Pe r fo rm i n g B u s i n e s s A n a l y s i s
w i t h Da t a M a rt s
■ U n c ove ri n g Tre n d s a n d Pa tte rn s
w i t h Da t a M i n i n g
■ S u p p o rt i n g D e c i s i o n s w i t h
B u s i n e s s I n te l l i ge n c e
SECTION 6.2
Business Intelligence
■ T h e B u s i n e s s B e n e f i t s o f
H i g h - Q u a l i t y I n fo rm a t i o n
■ S to ri n g I n fo rm a t i o n U s i n g
a R e l a t i o n a l Da t a b a s e
M a n a ge m e n t Sy s te m
■ U s i n g a R e l a t i o n a l Da t a b a s e
fo r B u s i n e s s Ad va n t a ge s
■ D ri v i n g We b s i te s w i t h Da t a
SECTION 6.1
Data, Information,
and Databases
C
H
A
P
T
E
R
O
U
T
L
IN
E
Data: Business Intelligence 6
C H A P T E R
bal76825_ch06_201-240.indd 201bal76825_ch06_201-240.indd 201 11/15/10 3:23 PM11/15/10 3:23 PM
Confirming Pages
202 Chapter 6 Data: Business Intelligence
opening case study
Business Intelligence Software’s Time Is Now
With restaurants stretching from Seattle to the Osan Air Base in South Korea, the
Chili’s Grill & Bar chain gets many visitors. For parent company Brinker International,
that makes many Triple Dippers to keep track of.
The Augmented Analytics Reset In RetailBernard Marr
Retail has undergone a tremendous amount of turmoil in recent years. The Covid-19 pandemic has fundamentally altered the way consumers shop, with current global supply chain issues only adding to the chaos. Online retail has experienced a huge surge which has led to challenges around coping with scaling to meet customer demand and issues such as needing to process a vastly increased number of returns.
Retailing Management unit - 5 - IMBA Osmania universityBalasri Kamarapu
Retail Management Information System and Retail Research:
Retail Technology and Automations;
Retail Technology and CRM;
Human resources and Executive information systems;
Developing a research Methodology;
Retail audit
Intelie's Overview - How much could your company lose in a matter of minutes?Intelie
Intelie is a brazilian software company that helps managers to be more proactive. Intelie LIVE, our real-time analytics platform can process and correlate Big Data in order to promptly identify business failures and opportunities in dynamic operations. By reducing reaction time, you prevent big losses and can seize opportunities as soon as they happen. Can you calculate how much your company could lose in a matter of minutes? Minutes may be worth millions, don't waste them!
Digital Supply Chain - Insights on Driving the Digital Supply Chain Transform...Lora Cecere
Executive Summary
It started with the internet, and the drum beat continues. Mobile. Social. Cloud. Digital Products. Telematics. The Internet of Things. The list of enablers is endless.
Over the last decade, digital marketing departments quickly took advantage of new technologies to power marketing capabilities. As a result, companies have new products and services; but, over the last decade there has been little change in supply chain processes.
There is a great divide in organizations today. There are digital teams in marketing while there are traditional supply chain processes in operations. Many supply chain leaders are asking how they digitize their supply chain practices. This report is designed to help. Here we share a five-step process to get started, and we provide insights from recent research on how to transform manufacturing processes.
What Is Digital Business?
Digitization transforms businesses. A digital business model uses new forms of technology to create new forms of revenue and business value. It is about the use of combinations of technologies to sense changes in real-time and shape a meaningful output.
Digital business is about much, much more than the redefinition of business processes for B2B and B2C. While e-business strategies are foundational, and necessary, it is about more than e-business. In today’s supply chain, while B2C models are well defined and new supply chain models have embraced and redefined e-commerce delivery, B2B processes lag B2C. Today, only 9% of B2B commerce business flows through business networks. There are no digital B2B officers. Companies have been slow to adopt new forms of B2B.
How Quotient uses MariaDB to help customers save moneyMariaDB plc
Quotient Technology Inc. is a digital commerce platform, that offers digital coupons and media solutions serving hundreds of CPGs, such as Clorox, Procter & Gamble, General Mills and Kellogg’s, and retailers like Albertsons Companies, CVS, Dollar General, and Walgreens, and U.S. households. Quotient delivered more than 3.5 billion digital coupons in 2017, which equals about 6,747 coupons each minute. MariaDB is a critical component in Quotient's stack, helping to power their modern offer management system by supporting the most complex offer types and personalized shopper experiences. In this session, the Quotient team discusses:
- Complex offer types, payload scenarios and how MariaDB helps Quotient scale
- MariaDB architecture, configuration and replication across multiple active datacenters
- Retailer data and security, and how MariaDB native data-at-rest encryption helps
During Merrimack College's 2017 Great Ideas: Entrepreneurship Contest, Crowd-Hero was pitched to 10 judges
and took home 4th place out of 16 inventions. Designed and presented by: Thomas O'Brien
If you’ve been consciously ignoring wearables and fitness technology (I know a lot of people in the fitness industry who are), now might be the time to start paying attention. ACSM (American
College of Sports Medicine®) crowned wearable technology as the number one fitness trend of 2016. Enormous sums of venture capital dollars are flowing into the broader space of fitness technology and the digital disruption of the fitness space is not a matter of if but when. For the savvy operator, these technological developments will present a new set of tools to enhance their brand promise to members.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Exploring the Top Digital Marketing Company in Canada
Marketing Strategy muthoot finance.docx
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Executive Summary
This project was really a challenge for me but I learned a lot while
preparing this project. This report provides me a chance to study and
analyses the practical aspects of the topic “Marketing Strategy of Muthoot
Finance”. It enhanced my knowledge in the field of marketing. This project
also gave me the chance to improve logical thinking and interacting
patterns.
This project high lightens the importance of marketing strategies. This
project also highlights the product promotion during the visit to Muthoot
Finance , The project deals with the various aspects of marketing strategy.
New marketing strategy mean that creating new market area, developing
the new relation, doing new promotion and advertising is done in relation to
the 4 P’s of marketing that is Product, Price, Place and Promotion. There
exist some opportunity in the marketing activity done by the company in the
past. The new marketing strategy of the company will develop the mutual
relation with future customers.
The Extract of the work is presented in this report under various
headings as, Introduction, Company’s Profile, Project Introduction,
Methodology, Data analysis, Suggestions and Conclusions.
While working on the project, I came to know about the latest
marketing strategies and trends prevailing in the market. The way of
promoting the products, providing a better convenience of customer, and
developing the new strategic technique to opt services.
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Introduction of the Topic
Marketing strategy is the comprehensive plan formulated particularly for
achieving the marketing objectives of the organization. It provides a
blueprint for attaining these marketing objectives. It is the building block of
a marketing plan. It is designed after detailed marketing research. A
marketing strategy helps an organization to concentrate it’s scarce resources
on the best possible opportunities so as to increase the sales.
A marketing strategy is designed by:
1. Choosing the target market: By target market we mean to whom the
organization wants to sell its products. Not all the market segments
are fruitful to an organization. There are certain market segments
which guarantee quick profits, there are certain segments which may
be having great potential but there may be high barriers to entry. A
careful choice has to be made by the organization. An indepth
marketing research has to be done of the traits of the buyers and the
particular needs of the buyers in the target market.
2. Gathering the marketing mix: By marketing mix we mean how the
organization proposes to sell its products. The organization has to
gather the four P’s of marketing in appropriate combination.
Gathering the marketing mix is a crucial part of marketing task.
Various decisions have to be made such as -
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What is the most appropriate mix of the four P’s in a given
situation
What distribution channels are available and which one should
be used
What developmental strategy should be used in the target
market
How should the price structure be designed
Importance of Marketing Strategy
Marketing strategy provides an organization an edge over it’s
competitors.
Strategy helps in developing goods and services with best profit
making potential.
Marketing strategy helps in discovering the areas affected by
organizational growth and thereby helps in creating an organizational
plan to cater to the customer needs.
It helps in fixing the right price for organization’s goods and services
based on information collected by market research.
Strategy ensures effective departmental co-ordination.
It helps an organization to make optimum utilization of its resources
so as to provide a sales message to it’s target market.
A marketing strategy helps to fix the advertising budget in advance,
and it also develops a method which determines the scope of the plan,
i.e., it determines the revenue generated by the advertising plan.
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In short, a marketing strategy clearly explains how an organization reaches
it’s predetermined objectives.
MARKETING STRATEGY
Marketing strategy is the fundamental goal of increasing sales and achieving
a sustainable competitive advantage. Marketing strategy includes all basic,
short-term, and long-term activities in the field of marketing that deal with
the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing
objectives.
Developing a marketing strategy
Marketing strategies serve as the fundamental underpinning of marketing
plans designed to fill market needs and reach marketing objectives. Plans
and objectives are generally tested for measurable results with a goal of
finding the most meaningful and actionable data that will help optimize
success rates and help establish and maintain competitive advantages.
Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current
year. Time horizons covered by the marketing plan vary by company, by
industry, and by nation, however, time horizons are becoming shorter as the
speed of change in the environment increases. Marketing strategies are
dynamic and interactive. They are partially planned and partially
unplanned. See strategy dynamics. Marketing strategy needs to take a long-
term view, and tools such as customer lifetime value models can be very
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powerful in helping to simulate the effects of strategy on acquisition,
revenue per customer and churn rate.
Marketing strategy involves careful and precise scanning of the internal and
external environments. Internal environmental factors include the marketing
mix and marketing mix modeling, plus performance analysis and strategic
constraints. External environmental factors include customer analysis,
competitor analysis, target market analysis, as well as evaluation of any
elements of the technological, economic, cultural or political/legal
environment likely to impact success. A key component of marketing
strategy is often to keep marketing in line with a company's overarching
mission statement.
Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation. A final step in developing a marketing strategy is to create a
plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.
Marketing Mix Modeling is often used to help determine the optimal
marketing budget and how to allocate across the marketing mix to achieve
these strategic goals. Moreover, such models can help allocate spend across
a portfolio of brands and manage brands to create value.
DIVERSITY OF STRATEGIES
Marketing strategies may differ depending on the unique situation of the
individual business. However, there are a number of ways of categorizing
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some generic strategies. A brief description of the most common categorizing
schemes is presented below:
Strategies based on market dominance - In this scheme, firms are classified
based on their market share or dominance of an industry. Typically there
are four types of market dominance strategies:
1. Leader
2. Challenger
3. Follower
4. Nicher
According to Shaw, Eric (2012)."Marketing Strategy: From the Origin of the
Concept to the Development of a Conceptual Framework". Journal of
Historical Research in Marketing., there is a framework for marketing
strategies.
Market introduction strategies
"At introduction, the marketing strategist has two principle strategies to
choose from: penetration or niche" .
Market growth strategies
"In the early growth stage, the marketing manager may choose from two
additional strategic alternatives: segment expansion (Smith, Ansoff) or brand
expansion (Borden, Ansoff, Kerin and Peterson, 1978)" .
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Market maturity strategies
"In maturity, sales growth stage, the marketing manager may choose from
two additional strategic alternatives: segment expansion (Smith, Ansoff) or
brand expansion (Borden, Ansoff, Kerin and Peterson, 1978)" .
Market maturity strategies
Market decline strategies
At some point the decline in sales approaches and then begins to exceed
costs. And not just accounting costs, there are hidden costs as well; as
Kotler (1965, p. 109) observed: 'No financial accounting can adequately
convey all the hidden costs.' At some point, with declining sales and rising
costs, a harvesting strategy becomes unprofitable and a divesting strategy
necessary" .
Early marketing strategy concepts
Borden's "marketing mix"
"In his classic Harvard Business Review (HBR) article of the marketing mix,
Borden (1964) credits James Culliton in 1948 with describing the marketing
executive as a 'decider' and a 'mixer of ingredients.' This led Borden, in the
early 1950s, to the insight that what this mixer of ingredients was deciding
upon was a 'marketing mix'" .
Smith's "differentiation and segmentation strategies"
"In product differentiation, according to Smith (1956, p. 5), a firm tries
'bending the will of demand to the will of supply.' That is, distinguishing or
differentiating some aspect(s) of its marketing mix from those of competitors,
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in a mass market or large segment, where customer preferences are
relatively homogeneous (or heterogeneity is ignored, Hunt, 2011, p. 80), in
an attempt to shift its aggregate demand curve to the left (greater quantity
sold for a given price) and make it more inelastic (less amenable to
substitutes). With segmentation, a firm recognizes that it faces multiple
demand curves, because customer preferences are heterogeneous, and
focuses on serving one or more specific target segments within the overall
market". Dean's "skimming and penetration strategies" "With skimming, a
firm introduces a product with a high price and after milking the least price
sensitive segment, gradually reduces price, in a stepwise fashion, tapping
effective demand at each price level. With penetration pricing a firm
continues its initial low price from introduction to rapidly capture sales and
market share, but with lower profit margins than skimming"
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Company Profile
MUTHOOT FINANCE LIMITED
Muthoot Finance a subsidiary of Muthoot Group was established in 1939,
and is primarily involved in the financial sector of the country. We are the
largest gold financing company in India in terms of loan portfolio. We
provide personal and business loans secured by gold jewellery, or Gold
Loans, primarily to individuals who possess gold jewellery but could not
access formal credit within a reasonable time, or to whom credit may not be
available at all, to meet unanticipated or other short-term liquidity
requirements. Our Gold Loan portfolio as of March 31, 2010 comprised
approximately 2.8 million loan accounts in India that we serviced through
1,605 branches across 20 states and two union territories in India.
According to the IMaCS Industry Report 2009, as of March 31, 2010 our
branch network was the largest among gold loan NBFCs in India. We have
since increased our branch network to 1,921 branches as of August 31,
2010, and used our branch network to serve an average of 53,989
customers per day in the month of August 2010. As of August 31, 2010, we
employed 12,220 persons in our operations. Muthoot also provides various
financial services such as Insurance distribution, Wealth Management,
Foreign Exchange, Money Transfer and Vehicle & Asset Finance. Muthoot
Finance was selected as one of the Top 10 Finance companies to work for in
India by Naukri.com. Muthoot Finance privately placed 4% of its paid up
capital to Private Equity players - BaringsIndia and Matrix Partners India for
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Rs.1.57 billion, hence valuing the earlier privately held company at over $1
billion.
We are a “Systemically Important Non-deposit taking NBFC” headquartered
in the southern Indian state of Kerala. Our operating history has evolved
over a period of 70 years since M George Muthoot (the father of our
Promoters) founded a gold loan business in 1939 under the heritage of a
trading business established by his father, Ninan Mathai Muthoot, in 1887.
Since our formation, we have broadened the scale and geographic scope of
our retail lending operations so that, as of March 31, 2010, we were India's
largest provider of Gold Loans. In the years ended March 31, 2008, 2009
and 2010, revenues from our Gold Loan business constituted 95.97%,
96.71% and 98.08%, respectively, of our total income. In addition to our
Gold Loans business, we provide money transfer services through our
branches as sub-agents of various registered money transfer agencies, and
recently have commenced providing collection agency services. We also
operate three windmills in the state of Tamil Nadu.
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We issue secured non-convertible debentures called “Muthoot Gold Bonds”
on a private placement basis. Proceeds from our issuance of Muthoot Gold
Bonds form a significant source of funds for our Gold Loan business. We
also rely on bank loans and subordinated debt instruments as our sources
of funds. As of March 31, 2010, we had Rs.27,192.5 million in outstanding
Muthoot Gold Bonds and Rs.25,612.7 million in other borrowings. We also
raise capital by selling a portion of our loan receivables under bilateral
assignment agreements with various banks that purchase our portfolio
primarily for meeting their priority sector lending commitments.
Our customers are typically small businessmen, vendors, traders, farmers
and salaried individuals, who for reasons of convenience, accessibility or
necessity, avail of our credit facilities by pledging their gold jewellery with us
rather than by taking loans from banks and other financial institutions. We
provide retail loan products, primarily comprising Gold Loans. We also
disburse other loans, including those secured by Muthoot Gold Bonds. Our
Gold Loans have a maximum 12 month term. Our average disbursed Gold
Loan amount outstanding was Rs.26,183.0 per loan account as of March
31, 2010. In the year ended March 31, 2010, our retail loan portfolio earned,
on average, 1.67% per month, or 19.94% per annum.
As of March 31, 2008, 2009 and 2010, our portfolio of outstanding gross
Gold Loans under management wasRs.21,790.1 million, Rs.33,000.7 million
and Rs.73,417.3 million, respectively, and approximately 30.1 tons,38.9
tons and 65.5 tons, respectively, of gold jewellery was held by us as security
for our Gold Loans . Gross non-performing assets ("NPAs") were at 0.42%,
0.48% and 0.46% of our gross retail loan portfolio under management as of
March 31, 2008, 2009 and 2010, respectively.
In the years ended March 31, 2008, 2009 and 2010, our total income was
Rs.3,686.4 million Rs.6,204.0 million and Rs.10,893.7 million, respectively,
demonstrating an annual growth rate of 57.56%, 68.29% and 75.59%,
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respectively. Our profit after tax in the years ended March 31, 2008, 2009
and 2010 was Rs.636.0 million, Rs.977.2 million and Rs.2,275.7 million,
respectively, demonstrating an annual growth rate of 44.61%, 53.65% and
132.88%, respectively. Our net worth as of March 31, 2008, 2009 and 2010
was Rs.2,131.1 million, Rs.3,614.5 million and Rs.5,841.9 million,
respectively.
We believe that the following competitive strengths position us well for
continued growth: Market leading position in the Gold Loan business with a
strong presence in under- served rural and semi urban markets
Gold loans are the core products in our asset portfolio. We believe that our
experience, through our Promoters, has enabled us to have a leading
position in the Gold Loan business in India. Highlights of our market
leading position include the following:
• We are the largest gold financing company in India in terms of
loan portfolio. Our loan portfolio as of March 31, 2010 comprised
approximately 2.8 million loan accounts in India with Gold
Loans outstanding of Rs.73,417.3 million.
• We have the largest branch network among gold loan NBFCs. As
of March 31, 2010, we operated 1,605 branches across 20 states
and two union territories in India, and in the month of August
2010, we served an average of 53,989 customers daily. Our
branch network has expanded significantly in recent years from
373 branches as of March 31, 2005 to 1,921 branches as of
August 31, 2010, comprising 335 branches in northern India,
1,322 branches in southern India, 197 branches in western
India and 67 branches in eastern India.
• We believe that due to our early entry we have built a
recognizable brand in the rural and semi-urban markets of
India, particularly in the southern Indian states of Tamil Nadu,
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Kerala, Andhra Pradesh and Karnataka. As of March 31, 2010,
the southern Indian states of Tamil Nadu, Kerala, Andhra
Pradesh and Karnataka constituted 75.38% of our total Gold
Loan portfolio.
• We have a strong presence in under-served rural and semi-
urban markets. A large portion of the rural population has
limited access to credit either because of their inability to meet
the eligibility requirements of banks and financial institutions
because credit is not available in a timely manner, or at all. We
have positioned ourselves to provide loans targeted at this
market.
• We offer products with varying loan amounts, advance rates (per
gram of gold) and interest rates. The principal loan amounts we
disburse usually range from Rs.2,000.0 to Rs.100,000.0 while
interest rates on our Gold Loans range between 12.00% to
30.00% per annum.
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Research Methodology
Meaning:
Under Research Methodology various steps that are generally adopted by a researcher
in studying his research problem along with logic Behind them is discussed. The researcher
methodology has many dimensions and research methods to constitute a part of the research
methodology. It is necessary for the researcher to design the methodology for his problem as
it may differ from problem to problem. In the process of conduction the study, the researcher
has followed the following methodology
Field Study:
ResearchDesign
The research designs under taken for the study is in descriptive one. The methodology
involved in this design is mostly qualitative in a nature.
Working Hypothesis
The research instrument used for the survey is a structured undisguised questionnaire.
The questionnaire has been framed in structured with a total number of 10 questions. It has
both open ended and closed ended questions. The information collected through personal
interview is also being used.
Graphical Presentation used:
Bar Charts
Pie charts
Sample Method
A sample is used in research because it is not feasible to study the whole population
from which it is drawn. The process of sample makes it possible to accept a generalization to
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the intended population based on careful observation of variable within a relatively small
proportion of population. In the present study random sampling method was initiated.
Sample Size : Sample for the study was 100.
Data Collection
Primary Data:
Primary data was collected within the employees of organization through survey and
self administered questionnaire.
Secondary Data:
Secondary data was collected from various published books, companies’ web sites
and company old records.
Sample Size
For a research study to be perfect the sample size selected should be optimal i.e. it
should neither be excessively large nor too small. Here the sample size was bounded to 100.
Method of Data Analysis
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data
with the goal of highlighting useful information, suggesting conclusions, and
supporting decision making. Data analysis has multiple facets and approaches,
encompassing diverse techniques under a variety of names, in different business,
science, and social science domains the method used in this project was simple
percentage method.
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Data Analysis and Interpretation
Q1.How do you came to know about Muthoot Finance
S.No. Options Respondents Percentage
1 News Paper 55 55%
2 Social Media 32 32%
3 Family/ Friends 10 10%
4 Others 3 3%
5 Total 100 100%
Data depicted in above graphical presentation revealed that more than half
(55%) of the respondents came to know through news paper, 32%
respondents came to know about it through social media, 10% came to
know through their family members or friends where as very little percent
(3%) respondents cane to know through some other sources.
55.00%
32.00%
10.00%
3.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
News Paper Social Media Family/ Friends Others
Source
27. 27
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Findings
After the analysis of the data I came up with the following findings
Data revealed that more than half (55%) of the respondents came to know
about Muthoot Finance through news paper, 32% respondents came to
know about it through social media, 10% came to know through their family
members or friends where as very little percent (3%) respondents cane to
know through some other sources.
It was also found that 59% of the respondents do not remember any road-
side hoarding of Muthoot Finance where as 41% agreed that they remember
that they have seen road-side hoarding.
81% respondents have seen promotional material during their first visit to
Muthoot Finance where as 19% have not noticed any such material.
Data revealed that promises made by the company were fulfilled to 78%
respondents, where as 22% denied that Muthoot Finance had kept and
fulfilled promise made to them .