This document provides an overview of key marketing concepts and the marketing environment. It defines needs, wants and demands; discusses influencers and instances of each. It also summarizes the marketing mix, promotion tools, distribution channels, and analyses of the marketing environment including PEST, 5 forces, SWOT and more. High-level definitions of brand, value proposition, customer, and marketing are also provided.
This presentation provides a basic understanding of marketing for technology startups. It can be applied though to any organization or even how you position yourself for a job.
"A strong market orientation does not occurs by mere proclamation. To attain a strong orientation, a business needs to adopt a market-based management philosophy. This means implementing a process for tracking market performance and restructuring an organization around market rather than products or factories and creating employee culture that is responsive to customers and changing market condition." -Robert J. Best
Perceived Consumer-Centric Marketing- Mix at the Urban Bottom of the Pyramid-...QUESTJOURNAL
ABSTRACT: Purpose of study: The current research study strives to develop a reliable and valid consumercentric marketing- mix for the core or essential food items at Urban Bottom or Base of the Pyramid market. Design/methodology/approach: This research paper reviews the existing marketing- mix elements of western food market (Product, Price, Place and Promotion). A survey of six hundred households was conducted in six selected slum areas of Delhi. Thereby, based on the exploratory factor analysis existing elements of marketingmix were refined for the essential food items. Findings: Through a survey of 600 respondents residing in six highly dense slum area of Delhi (India), 4 Ps marketing-mix instrument was redefined and empirically tested through exploratory factor analysis. The resultant marketing-mix for BOP segment comprised of four dimensions renamed as Core product, Price Sensitivity, Social sources of information and Place Loyalty. Practical implications: For managers, this research suggests a set of guidelines for designing an efficient marketing-mix for core food items in consumer-sensitive manner. Social Implications: Recommendations will lead to inculcating a long forgotten market in mainstream, economy and improving the standard of their living by providing significant choices. Originality Value: This paper makes an original contribution in direction of revival of existing western marketing-mix based on the BOP consumer survey. Research limitation- The food items consumed by BOP market is further pronged into two categories- Core and Non-core Food items. This study is limited to understanding the purchase behavior for core or essential food items. This study was conducted in six densely populated urban slum areas of Delhi. Paper type: Empirical Research Paper
This presentation provides a basic understanding of marketing for technology startups. It can be applied though to any organization or even how you position yourself for a job.
"A strong market orientation does not occurs by mere proclamation. To attain a strong orientation, a business needs to adopt a market-based management philosophy. This means implementing a process for tracking market performance and restructuring an organization around market rather than products or factories and creating employee culture that is responsive to customers and changing market condition." -Robert J. Best
Perceived Consumer-Centric Marketing- Mix at the Urban Bottom of the Pyramid-...QUESTJOURNAL
ABSTRACT: Purpose of study: The current research study strives to develop a reliable and valid consumercentric marketing- mix for the core or essential food items at Urban Bottom or Base of the Pyramid market. Design/methodology/approach: This research paper reviews the existing marketing- mix elements of western food market (Product, Price, Place and Promotion). A survey of six hundred households was conducted in six selected slum areas of Delhi. Thereby, based on the exploratory factor analysis existing elements of marketingmix were refined for the essential food items. Findings: Through a survey of 600 respondents residing in six highly dense slum area of Delhi (India), 4 Ps marketing-mix instrument was redefined and empirically tested through exploratory factor analysis. The resultant marketing-mix for BOP segment comprised of four dimensions renamed as Core product, Price Sensitivity, Social sources of information and Place Loyalty. Practical implications: For managers, this research suggests a set of guidelines for designing an efficient marketing-mix for core food items in consumer-sensitive manner. Social Implications: Recommendations will lead to inculcating a long forgotten market in mainstream, economy and improving the standard of their living by providing significant choices. Originality Value: This paper makes an original contribution in direction of revival of existing western marketing-mix based on the BOP consumer survey. Research limitation- The food items consumed by BOP market is further pronged into two categories- Core and Non-core Food items. This study is limited to understanding the purchase behavior for core or essential food items. This study was conducted in six densely populated urban slum areas of Delhi. Paper type: Empirical Research Paper
Chadwick Martin Bailey’s Brant Cruz and Jeff McKenna presented best practices of market segmentation based on their years of experience working with clients like eBay, Electronic Arts, Plantronics, and Microsoft.
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We have prepared the following template which describes the MOA process and how outlines the factors for successfully growing market share. Our IRG MOA PowerPoint takes you through the key steps for learning about emerging market opportunities and using that learning to influence strategic decision making.
In this ebook, Copernicus’ Peter Krieg and Jeff Maloy take direct aim at the points in the shopper research process that frequently hold back the profitability and ultimate performance of shopper marketing programs.
They offer the current lay of the land in shopper insights, explaining problem areas in the research process and offering specific fixes to improve the actionability and relevance of results.
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It’s important to understand the potential impact that a new disruptive technology might have on the marekt. The role of the Market Opportunity Analysis (MOA) is to help guide the process of better understanding of the most important market segments, how fast the opportuity is growing, what are the key sustainable differentiations and why are these important. Finally, the purpose of the MOA is to, on one hand, describe the key value propostions and to profile the most important use cases and how best to acquire customers.
We have prepared the following template which describes the MOA process and how outlines the factors for successfully growing market share. Our IRG MOA PowerPoint takes you through the key steps for learning about emerging market opportunities and using that learning to influence strategic decision making.
In this ebook, Copernicus’ Peter Krieg and Jeff Maloy take direct aim at the points in the shopper research process that frequently hold back the profitability and ultimate performance of shopper marketing programs.
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Healthcare Marketing Executives: Are You Ready for the Future?Karen Corrigan
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Welcome to the ‘Marketing Basics’ – dear friend! :)
This document is authored by Angshu – a PhD Scholar in Marketing Management in one of the top management schools in India. This document is created for the purpose of spreading knowledge about basic marketing concepts and frameworks in a brief and easy to understand manner. You are free to use this document for personal non-commercial purposes. You can also share this document with anyone and everyone who you think will find the information useful. For any further queries about the content or copyright please write to us at: tnmg4u@gmail.com. Any feedback, suggestions or comments about this document or TNMG website (www.tnmg4u.com) or our YouTube channel (www.youtube.com/user/TNMGTube) is most welcome. We would love to hear back from you! :D
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1. NMIMS, 2007-08 (Concepts & Environment)
Marketing Concepts
Needs, Wants, Demands
Needs Wants Demands
What Deprivation of Specific satisfiers of deeper needs Specific Wants for products
basic, satisfaction Wants are many Wants + purchasing power
Existing, few Ability & willingness
Influencers Natural, not Shaped by Social-family, friends, Shaped by status, Aspirations
created Peers or Institutional-Promotion
Instances Food, clothing, Needs food-Wants Mcdonalds Needs Car/TV, Wants Luxury
belonging Needs clothes-Wants Allen Solly Sedan/flat, As willing + able,
Demand Benz/Plasma TV
Marketers Existing, minimum Influence wants, Affordable&available Influence demand by making
influence, House Bank loan, EMls product attractive/aspirational,
3 Bed Room Status Duplex / Bungalow
Product-Offered to satisfy needs / wants
Product-tangible eg Books ; Service-Intangible eg Banking, Finance, Hospitality
Products also deliver services eg car-product & transportation-service, Mobile
Focus on products sans service risky eg TV, Fridge, AC without back-up Service Team-Risky
Brand-An identifying symbol/words/mark distinguishing a product/company from its competitors.
Branding is an essential part marketing.
Brand = (Functional + Economic + Emotonal) Value Propositions.
Nokia-Functional, Amul- Economic, Saffola- Emotional
Value Proposition- Bundle of benefits the product provides to fulfill customer needs and wants
Market (mercor-to buy Latin)
Potential + Existing customers sharing a common need/want, able & willing to engange/enter in
exchange to satisfy their needs/wants Eg Pharma Market=Doctors + Hospital + Trade
Economics-Buyers+ Sellers= Market, Marketers – Sellers is industry, Buyers is Market
Value (valere – latin – worth)-
Consumer’s estimate of the utility/capacity of a product/brand to satisfy their needs. Fair return.
Price is what you pay, value is what you get- Warren Buffet Mobiles- convergence
Customer-One who buys goods or services- Mother
Consumer-One who consumes, but may or may not have purchased- Kid
Client-A customer/consumer/ party who pays for professional services- Lawyer, Hotel, Consultancy
Prosumer: Producing consumers, active, regular and influencing consumers who also initiate feedback
Customer satisfaction: Core- Quality, service, value; Desire (Within an arms length of desire- coke),
customer delight (kingfisher airline), delivery (blue dart), service (icici bank, taj)
Marketing
Marketer Mix + Strategy Brand Value Customer
• Mission: Create a difference between company’s & competitors offering on a/an attribute/s
important to customers, to provide value, Scope.
• Identifying, creating, managing demand to provide value to a customer for a profit – Kotler
2. NMIMS, 2007-08 (Concepts & Environment)
• Mgmt process that identifies, anticipates, satisfies customer requirements profitability – CIM
• The right product, in the right place, at the right time, at the right price – Adcock
• Marshalling organizational resources to meet changing needs of the customer – Palmer
• Marketing is far too important to leave to the marketing department”, David Packard (HP)
1950
• Concept- Satisfaction of the Customer & their needs, focus of business activities. IBM
• Philosophy- Owned by everyone from within the organization
• Marketing is not only much broader than selling, but not a specialized activity at all. Marketing
encompasses the entire business. The whole business seen from the point of view of the
customer. Concern & responsibility for marketing must therefore permeate all areas of the
enterprise. A business has only 2 basic functions that produce result, marketing and
innovation, the rest are all costs – Peter Drucker
• “if marketing is seminally about anything, it is about .. differentiating what you do and how
you operate. All else id=s derivative of that and only that. “Theodore Levitt 1986”
• Holistic marketing: From product to customer focus, from selling products to satisfying
customers, visualizing broader ways to serve customers and assess how all departments affect
customers satisfaction- delivery, service, performance
• Reserve marketing: Customer initiatives help design products marketing mix – PCs, Travel
• Experiential marketing: Customer experience/ simulate product before buying foods, CDs
Planning Process of anticipating future events & conditions to determine the best way to achieve
organizational objectives
• Marketing planning- Implementing planning activities to achieve marketing objectives
• Strategic planning- Adopting courses of action to achieve organizational objectives
• Tactical planning- Planning that guides the implementation of activities in the strategic plan
Management (Manus – Hand Latin) – Optimal utilization of resources to achieve objectives eg
Electricity
• Management is doing things right, leadership is doing right things – Peter Drucker
• Manager-Responsible for application & performance of knowledge- Peter Drucker
• Marketing Management- Demand management
Dimensional Differentiation of Selling VS Marketing
Dimension Selling Marketing
1 Concept Integral part of Marketing Broader concept, Includes Selling, Brand, MR,
Distribution, Promotion, Strategy, etc
2 Objective Transaction Exchange, Customer & Demand management
3 Target Buyer Needs/wants of the Customer
4 Focus Product Brand/Service
5 USP Price Value
6 Strategy Sales force & Promotion Marketing Mix
7 Period Short term Long term
8 Controls Sales, delivery, collection Customer Satisfaction, Market Share
9 Skills Selling, Communication Analytical
10 Orientation People Team
11 Begins When you have a product Much before and long after a produst
Organizational Orientation
3. NMIMS, 2007-08 (Concepts & Environment)
Production- PSUs
Product- Infosys
Selling- Sansui
Marketing- Hutch
Finance- SBI
Service- ICICI
Marketing Environment
M8 +C5 + PESTND (Case – Mobile Industry)
Surrounds & impacts the organization, 3 key perspectives- Macro, Micro and Internal environments.
Environment
Internal Micro Macro • Internal Envt-M8-
8 M’s 6C’s PESTND Important for
Men Components Political managing change
Material Corporate Economic • Internal Envt-C5-
Money Channel Socio-cultural Influences organization
Minutes Communication Technological directly, Relationship
Markets Customer Natural between firms & driving
Machines Competition Demographic forces
Methods Direct impact Out of direct control • Macro Envt-PESTND
Mind Influencing factors, but
Change management out of direct control,
environmental change
PEST ND
Political Factors
• Huge, influence policy & regulations and spending power of customers
• Government- VAT, WTO-GATT, Taxation, Reservations
Economic Factors
• Economy – Sensex, Forex, Interest rates, Inflation, Employment level, Per Capita, GDP,
Sociocultural Factors
• Ethnicity, local factors and issues, environmental issues- Bandra- Worli Sealink
• Attitudes to foreign products and services- KFC Bangalore, Language impact
• Cultural and religious factors- Mcdonalds French fries controversy, Nivea in Latin America
Technological Factors
• Technology- New, accessible, better, cheaper, innovation, investment intensive- ATM, Net
Natural Factors
• Raw material availability, Pollution, Environment, Monsoon - Pharmaceuticals
Demographics
• Age profile, Geriatrics, Life expectancy, Mortality, Geography, Consumption, Psychographics
Analyzing the Environment
4. NMIMS, 2007-08 (Concepts & Environment)
5 Forces Analysis
5 Forces Analysis (Porter)
• Analyses forces driving industry competition, intensity of
competition- Indian Hotels not Tatas
• Collective strength determines profit potential,
identifies areas where company can defend
• 5 Key areas- threat of entry & substitutes, power of
buyers & suppliers, competitive rivalry
The threat of entry
• Economies of scale- Production, coverage,
distribution- Reliance Polyester
• Entry/Exit Barriers- FDI, Retail
• Access to distribution channels- Shelf space
• Cost advantages- Bazee- Ebay
• Product Differentiation- Baby products- J&J
• Government policy- Insurance Sector
NB: Gambar lihat di situs aslinya
Will competitors retaliate?
Price cuts, promotional onslaught, technology – Mobiles
The power of buyers
Monopoly, Oligopoly, Cartelling- Tyre, Vitamin manufacturers
The power of suppliers
• Switching costs high – technology, distribution – Tata GSM
• Power Brand- Amul, Integration- Tata Tea- Barista
• Fragmentation, consolidation, integration
The threat of substitutes
• Disruptive innovations- Mobiles- convergence affects 32 industries
• Need substitution- Better toothpaste reduces need for dentist, Diagnostics can avoid diseases
• Generic substitution- Stop smoking cigarettes, Gutka ban
• Technology- Blue tooth, Java
Competitive Rivalry
• High, where entry is likely/threat of substitute products/suppliers/buyers control the market
FMCG, Pharma, IT
• Pre-emptive eg leader drops price/intensifies promotion to scuttle new competitor entry
Effective 5-Force Analysis
• Structural analysis and competitive strategy for defending/increasing market share
• Strategic moves to influence balance of force
• Anticipating and exploiting change to emerge stronger
PEST Analysis (Porter)
5. NMIMS, 2007-08 (Concepts & Environment)
• Environmental analysis preceding the marketing process
• Should be continuous & feed all aspect of planning
SWOT Analysis (Case)
• Tool for auditing organization and environment
• 1st Stage of planning, helps marketers focus on key issues
• Identify key issues & objectives, use with other audit & analysis tools, like PEST / 5-Forces
• Strength & weaknesses- internal factors, Opportunities & threats-external
• Strengths- Specialty, economies, reputation, innovation, service, tech, location, quality
• Weaknesses- lack of strengths
• Opportunities- Competition, innovation, technology, regulatory
Successful SWOT analysis guidelines
• Short, simple and fair analyses especially about strengths & weaknesses of your organization
• Anticipation of PEST factors in the industry, Avoid grey areas
• Competitive analysis through benchmarking, popular tool, quick & easy to learn
Disadvantages
• Can be very subjective, Not very reliable, Bias steps in
• Two people rarely come-up with the same final version of SWOT
• Use only as a guide
Marketing Mix (Neil H. Borden)
• Marketing ‘tactics’ or tools or ‘4Ps’ (McCarthy)
• Other Ps- Pace, People, Policy, Process, Packaging, etc
• Car-Mix of Engine, Mileage, Looks, Price, Features, Quality, EMI options
• Mix element vary leading to different strategies, perception & value proporsitions
Product Price
Brand, features, design, quality, range Strategies,
Warranty, AMC, service, size, Credit,
packing, performance Costs
Promotion Place
Sales promotion, Personal Selling, Advertising, Channels, location, coverage,
Sponsorship, Multi-level Marketing, Direct Transportation, inventory, width,
Marketing, Trade fair & Expositions Spread, reach, shippers
Promotion
• Marketing communication
• Objectives- Sales, attract/retain/covert, trial, awareness, remind, reassure
• Retention Levels- reading 10%, listening 20%, Audio-visual 70%; Sight, Sound, Motion
effective. Integrate individuals promotion mix components for effective communication
Promo Tools / Mix (SPPASM DT)
Sales Personal Public Advertisin Sponsorship MLM Direct Trade Fair
Promotion Selling Relations g Expo
Contests Presentations Inserts Advts Events Residual Database Demos
Coupons Samples Press kit Hoardings Period Income Mailers Brochures
Low Demo Seminars Banners Theme Network CRM Teach-
finance Commission info
Personal Selling- (Car, Insurance)
6. NMIMS, 2007-08 (Concepts & Environment)
• Effective but expensive way to manage personal customer relationships (Medical
Representative)
Sales Promotion- (Akai/Aiwa/Sansui)
• Incentive to buy, ensure trial, D2C through trade BOGOF, Coupons, Discounts, Contests, Trial
Public Relation (PR)- (Political parties/top companies/IPO)
• Subtle inserts used in image building, firefighting- impact if managed well, economical, if long-
term
Direct (Credit card/insurance company mailers)
• Targeted communication- update database, response monitoring, multiple use 2% response
• Mailers of contests, EMI options, transfer of credit, mail order catalogues, CRM
Trade Fairs and Exhibitions (Print/Auto/Pharma/IT Expo)
• Trade, product display / demonstration/awareness/trial, recent decline due to internet
Advertising
• ‘Paid for’ communication, difficult to measure Ad impact (Amul bylines excellent, sales
impact). Helps develop attitudes/create awareness/communicate message, elicit response
• Type of Ads- FRESHEN- Fear, Rational, Emotional, Social, Humour, Ethical, Negative
• Media- Print- Newspaper/magazine/journals (local, national, trade, specialty)/ pamphlets
Electronic- TV/ radio Virtual- Internet, Mobiles Outdoor- Hoarding/Banners/kiosks/transport (
bus, train, taxi, vans) Captive- Theatres, train compartments, Cable TV
Sponsorship (Femina-Miss India)
• Organization pays to associate with an event/cause- Sahara- Indian Cricket/Hokey/Olympics
• Event attributes then associate with sponsor- Pepsi- Youth, Sahara- Patriotism
Multi-Level Marketing (HerbalLife, Amway)
• Networking, Residual Income, Flexi-timings, Initiators earn maximum, financial schemes-
suspect
Promotional Spend Methods- (Half my Ad- spend is wasted, but which hall? John Wanamaker)
• Affordable- Amount decided on supposed affordability, ignores promo needs
• % of sales- Anticipated sales, not guided by opportunities, promo- spend varies, % basis
arbitrary
• Competitive parity- Share of voice, Assumes competitive spend- collective industry wisdom-
debatable, Own opportunities/strength/reputation not considered- IIPM highest print spender
• Objective & Task Method- Define objective/tasks, allocate promo-spend, difficult to
implement
Full VS Push: Push – Sales Force + Trade Promotion, Pull – Advertising + Customer Promotion
Strategies differ across industry players, traditionally HLL – Push and P&G – Pull strategy worldwide
Promotion Mix Strategy – ICICI
Place (distribution/channel/intermediary)
• Set of institutions performing activities to move product from production to consumption-
Bucklin
• Functions- Order Processing, Warehousing, Inventory, Transportation, Collections
• Ensures- Availability, Visibility (Dikhta hai voh bikhta hai), Movement, CRM, Feedback
• Width- Trade coverage, Reach- Customer coverage, Depth- Brand coverage
• Growing impact of convergence- internet, mobile, retail, revolution
1-Level 2-Level 3-Level 4-Level 5-Level
Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer
C&F C&F
7. NMIMS, 2007-08 (Concepts & Environment)
Stockiest Stockiest
Retailer Retailer Retailer
Consumer Consumer Consumer Consumer Consumer
Industrial, IT IT Hardware Retail/Malls Garments Pharma/FMCG
Channel Intermediaries
• Distributor (C&F)- Bulk to smaller packs, handle major area, supply to stockists
• Wholesalers (Stockists)- Resell to retailers, storage, coverage essential
• Others- Commission agents, co-operative (farmers), Indentors (Imports), agents (magazine)
• Retailers- Strong customer influence, consumption/purchase pattern insight, service
• Specialty (Sport), Supermarket (Big Bazar) Convenience (Kirana), Factory Outlets, Warehouse,
Direct sellers (Encyclopedia)- D2D, Vending Machine (Tea, Coffee), co-operative (Apna Bazar,
Grahak Peths, Societies), Chain stores (Monginis)
• Internet (Service)- Channel margins and inventory costs major saving- can be passed, hence
economical, death of distance, geographically disperse market, niche products reach wider
audience, low entry barriers, display variety & functionality, interactive, Payment Risky,
gaining popularity, delivery costly- Books, CDs, medicine, travel, tourism
• 3rd Party Logistic (AirFreight, GATI)- tremendous scope
Channel Decisions
• Direct or indirect channels/single or multiple channels
• Length of channel
• Types of intermediaries/Number of intermediaries at each level
• Which intermediaries? Avoid intrachannel conflict- Nike
The Retail Revolution Case
Price
• Fit between crucial financial component-cost & marketing component-value
• Center-stage in marketing wars, inter-firm rivalry-Mobile Industry
• Product differentiation blunted- Surf-Ariel, Mature product/Markets- TVs
• Economic Value Proposition- Titan- High priced brands inspite of local & grey market
competition
• Objective- Profits/ROI, competitive position, demand, costs, survival, product, Portfolio, Entry
Pricing Methods
• By cost- Cost Plus and Break Even
• By competition- Going rate, competitive pricing, cartelling- Tyre industry, sealed bids (tenders)
• Customer Oriented- Perceived Value (Lifestyles), Auctions (Bazee), Value-Buffett, McDonalds
Pricing Strategies
• Penetration- HQLP- NPL, Entry, Attract, Ensure trial- Amul
• Premium- HQHP- Sustainable advantage- Bose Speakers, Benz
• Economy- Functionally & Value-, Nirma, Supermarket- own brand
• Skimming- LQHP- Significant advantage, unsustainable- Reliance Mobile
• Rip-Off- Medium quality, very high price- Pricey Hotels/ Restaurant
• 1,5,9- coexist in same market till buyers insist on quality, price, value
• 2,3,6- ways to attack 1,5,9 as 2 = HQMP, 3 = HQLP, 6 = MQLP
• 4,7,8 overpricing wrt quality- customers feel ‘taken’, bad oral publicity, avoid
Exercise- Gives examples of Price
each pricing strategy High Medium Low
Quality High 1- Premium 2- High Value 3- Penetration
(Quality is only Medium 4- Over-charging 5- Medium Value 6- Good Value
indicative) Low 7- RipOff/Skimming 8- False Economy 9- Economy
8. NMIMS, 2007-08 (Concepts & Environment)
Other Pricing Strategies
• Psychological- Bata, Mobile Airtime Tariffs
• Geographical- Medicine/Electronics across countries or Urban/Rural- Electronics
• Promotional- Extensive usage, if successful-copied, if unsuccessful-financial drain
• Loss leader- Factory outlets
• Special Discount/Rebates- BOGOF, % Off, Sale
• Financing- EMIs, Low interest rates
• Warranties/AMCs- Extended warranties, TVs-Onida 4 year warranty, Free AMC
• Psychological Discounting- Prices slashed 399 to 199, Baazee
• Old for New- New for Old discounts- Exchange offers- Van Heusen, TVs
• Price Point- Cadburys- Re1- Éclair, Rs2-Chocky, Rs5-5star, Rs50-Heroes, RS100-(Heroes)
• Value- Superstores- Big Bazaar
Discriminatory- Same brand/ service, 2 price
• Customer segment- Student discount
• Product form- Ketchup- 100gm-20, 250gm-45, 500gm-75
• Image- Hotels- Taj Palaces (Premium), Resorts (Lifestyle), Hotels (Business), Indione (Budget)
• Location- Theatres- Stall-50, Balcony-75, Dress Circle-100, Stadium- Pavilion, Stands
• Time- Seasonal- Cheaper/costlier during season, Happy Hours, Bakeries-25% off after 8pm
Product Mix- Profitable brands take care of others in the portfolio
• Product line- full range in all segments- Maruti Cars 2 Lacs at every 25000 intervals
• Optional feature pricing- Ford Ikon-Insurance+Deck+Central Lock+Auto Cop Free
• Captive product- Cameras/Razors cheaper but consumables – Film / Blades costly
• 2-Part- Esselworld-admision + rides, Airtime + SMS/VMS/STD
• By-Product- Lubricants with petrol
• Product bundling- Season tickets, Time share