RM-Unit -III.pptx
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This document discusses strategies for rural marketing in India. It covers product strategies like small unit packaging and brand names. Pricing strategies include low cost products and refill packs. Distribution strategies involve cooperatives, public systems, and distribution centers. Promotion uses mass media like TV and radio. The rural marketing mix considers the 4Ps of product, price, placement, and promotion. It also discusses the 4As of availability, affordability, acceptability, and awareness for rural customers. The document outlines the product life cycle stages and concepts. It provides an overview of the new product development process from idea generation to commercialization.
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In this chapter, we’ll take a closer look at the four dimensions of the marketing mix – product, price, distribution and promotion – used to develop the marketing strategy.
The focus of these marketing mix elements is a marketing strategy that builds customer relationships and satisfaction.
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Successful companies offer at least one dimension of the marketing mix that surpasses all competitors
These companies must also maintain acceptable, and if possible distinguishable, differences in the other dimensions as well
The marketing mix is the part of the marketing strategy that involves decisions regarding controllable variables.
After selecting a target market, marketers develop and manage the dimensions of the marketing mix to give their firm an advantage over competitors.
Successful companies offer at least one dimension of the marketing mix that surpasses all competitors.
These companies must also maintain acceptable, and if possible distinguishable, differences in the other dimensions as well.
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The document outlines several natural and socio-cultural factors that influence global tourism growth and development, including environmental factors like temperature, pollution, and landscapes; weather and climate conditions such as temperature, humidity, precipitation, and wind; beaches which provide ecosystem services; snowfall related to humidity, temperature, and longitude; and socio-cultural factors like cultural activities, festivals, traditions, beliefs, and historical monuments.
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Business travel refers to travel undertaken for purposes related to work, such as meetings, incentives, conferences, and exhibitions (MICE). Meetings involve gatherings of 10 or more participants for at least four hours to conduct business or share ideas. Incentives provide motivation through monetary bonuses or non-monetary rewards like travel or recognition. Conferences aim to exchange knowledge and ideas within a field, while conventions typically gather a specific industry or group. Business travel has existed for centuries but some modern forms, like incentive travel, are recent inventions.
BTTTM-708-NTO-ITDC.pptx
The Ministry of Tourism, Government of India (MOTGOI) is the nodal agency for tourism policy and development in India. It was established in 1958 and oversees 20 domestic and 8 international offices. Key undertakings include India Tourism Development Corporation, National Institute of Water Sports, and National Council for Hotel Management. The MOTGOI works on initiatives like the Incredible India campaign, infrastructure development schemes, and building tourism sector capacity.
MICE.pptx
Meetings, incentives, conventions, and exhibitions (MICE) involve bringing together people for business or organizational purposes. The document outlines the various types of meetings and events, as well as the typical planning and logistical processes involved. It also discusses some top MICE destinations globally and within India, highlighting cities like Delhi, Mumbai, Chennai, and Hyderabad that have significant MICE infrastructure and facilities.
Concept of LPG & Tourism.pptx
The document discusses India's transition to a liberalized economy in 1991 through the introduction of the Liberalization, Privatization, and Globalization (LPG) policies. It provides background on the economic conditions prior to 1991 that necessitated reforms, including large fiscal deficits and low foreign exchange reserves. The key aspects of the LPG policies are described, including liberalization of various sectors, privatization of public sector industries, and increasing globalization through foreign investment, trade, and integration with the world economy. The impacts of these reforms on the Indian economy are outlined, such as higher GDP growth, rising exports and foreign investment, and greater integration into the global market.
HRD In Tourism.ppt
The document presents a Tourism Human Resources Development Strategy (THRD) to the Tourism Portfolio Committee. It outlines the rationale and methodology used to develop the strategy. The vision is to develop sustained and efficient human capital to grow a world-class tourism destination. The strategic objectives are to develop a service culture, strengthen education, promote quality training, foster collaboration, and ensure skills development keeps pace with tourism growth. Key initiatives include a national tourism career expo, leadership dialogues, a service excellence program, and monitoring of the sector skills plan. Performance indicators over five years focus on developing skills, increasing youth participation, and improving service quality and standards.
Tour-Itinerary.pptx
An itinerary outlines a travel plan including destinations, transportation, accommodations, and activities. It provides essential information to tourists and guides the tour operators. There are different types of itineraries based on use such as for tourists, tour guides, drivers, and managers. Key elements of an itinerary include the program, timetable, duration, destinations, attractions, accessibility, accommodations, and amenities. Developing an effective itinerary involves researching other tours, mapping out the tour details, obtaining permissions, and getting feedback to improve the tour experience.
Indian Railways
Indian Railways is the lifeline of India, operating the largest rail network in Asia under single management. It connects every part of India, including mountainous and desert areas, and introduces new trains like Shatabdi and Rajdhani Express for comfort. The first train journeyed in 1853, and railways were originally operated by private British companies before being nationalized. The National Rail Museum displays the heritage of Indian railways through exhibits dating back to 1855. Luxury trains like Palace on Wheels and mountain railways promote tourism by giving tourists a unique way to experience Indian culture and landscapes.
Tourism Products.pptx
Tourism products are anything that can satisfy the leisure needs of tourists at destinations other than their normal place of residence. They include natural attractions like beaches and mountains, as well as man-made attractions like historical buildings and cultural performances. A tourism product comprises attractions, accessibility to get there, and accommodation. It is intangible, perishable, composite, and involves an element of risk since it must be purchased before consumption. Tourism products can be classified as natural, man-made, site-based, or event-based.
RM-Unit -II.pptx
Consumer behavior in rural markets is influenced by various social and cultural factors. Market segmentation in rural areas considers characteristics like family size, social status, and the influence of opinion leaders. Understanding the rural consumer lifestyle requires examining psychology, sociology, and economic factors. There are several myths about rural consumers, such as that they only buy cheap products. However, rural consumers now desire new products and brands and are influenced by demonstration and retailers. Rural market research uses both primary and secondary data collection methods to systematically study rural consumer behavior and identify opportunities.
RM-Unit -I.pptx
The document discusses rural marketing. It defines rural marketing as selling rural and agricultural products in rural and urban areas, as well as agricultural inputs in rural markets. Rural markets have specific characteristics including income being seasonal and dependent on crop production, geographic dispersion, linguistic/cultural diversity and economic disparities, and low purchasing power. A rural marketing model includes research, segmentation, defining needs, target markets, and implementing the marketing mix. Rural and urban marketing differ in environmental factors, social relations, exposure to marketing, dependence on nature, employment/incomes, and how marketers must understand, respect, and engage rural consumers.
Tourism Branding.pptx
This document discusses branding in tourism and outlines key concepts such as brand identity, image, and positioning. It describes branding as a co-creative process between marketers and consumers. Brand positioning involves a 7-stage process to define the target market, competitors, salient attributes, brand perceptions, and differentiated proposition. The goal is to achieve congruence between intended identity and actual image through a focused value proposition.
Tourism branding
Branding is a co-creative process between organizations and consumers that involves developing a brand identity, image, and positioning. The seven-stage brand positioning process includes defining the target market, competitors, important attributes, brand perceptions, and developing a differentiated value proposition through a slogan or message. Branding takes long-term investment to build awareness and positive perceptions that position a brand favorably compared to competitors when consumers are making purchase decisions.
TOURISM_MARKETING.pptx
This document discusses key concepts in tourism marketing. It defines marketing and highlights its focus on creating value for both consumers and producers through the exchange of goods and services. It then examines the characteristics of services marketing which applies specifically to the tourism sector, including intangibility, inseparability, variability, and perishability. The document also covers managing supply and demand in tourism, the role of destination marketing organizations, and the marketing mix (8Ps) used in tourism.
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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.
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1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
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1. Quick Promotions through Online
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2. Free Content writing
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Free Website + Digital Marketing Services
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With Regards
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RM-Unit -III.pptx
- 2. RURAL MARKET STRATEGIES For rural market, it will be ideal to think of strategies from the marketing mix point of view, main strategies are related to product, price, place and promotion.
- 3. PRODUCT STRATEGIES Small unit and low priced packing New product designs Sturdy products Brand name
- 4. B. PRICING STRATEGIES Low cost/cheap products Avoid sophisticated packing Refill packs/reusable packaging Application of value engineering
- 5. C. DISTRIBUTION STRATEGIES The distribution strategies that are specifically designed for rural areas are: through co-operative societies, public distribution system, multi-purpose distribution centres, distribution up to feeder markets/ mandi towns shanties/hat/ jathras / melas, agricultural input dealers etc.
- 6. D. PROMOTION STRATEGIES Mass media is a powerful medium of communication. It could be television, cinema, print media, radio and so on. The other means of mass media available are hoardings/wall paintings, shanties/hats/meals, non-price competition, special campaigns etc. Besides these, other mass media like hand bills and booklets, posters, stickers, banners of the schemes etc
- 7. RURAL MARKETING MIX Product Decisions Pricing Decision Promotion Decisions Distribution
- 8. THE 4PS AND 4 AS OF RURAL MARKETING 4Ps 1. Product 2. Pricing 3. Placement or Distribution 4. Promotion
- 9. THE 4AS OF RURAL MARKETING 1. Availability 2. Affordability 3. Acceptability 4. Awareness
- 10. PRODUCT LIFE CYCLE CONCEPT
- 11. STAGES OF THE PRODUCT LIFE CYCLE The four major stages of the product life cycleare as follows :- Introduction, Growth, Maturity, and Decline.
- 12. NEW PRODUCT DEVELOPMENT Idea Generation The first stage of the New Product Development is the idea generation. Ideas come from everywhere, can be of any form, and can be numerous. This stage involves creating a large pool of ideas from various sources, which include Internal sources – many companies give incentives to their employees to come up with workable ideas. SWOT analysis – Company may review its strength, weakness, opportunities and threats and come up with a good feasible idea. Market research – Companies constantly reviews the changing needs, wants, and trends in the market. Customers – Sometimes reviews and feedbacks from the customers or even their ideas can help companies generate new product ideas. Competition – Competitors SWOT analysis can help the company generate ideas.
- 13. Idea Screening Ideas can be many, but good ideas are few. This second step of new product development involves finding those good and feasible ideasand discarding those which aren’t. Many factors play a part here, these include – Company’s strength, Company’s weakness, Customer needs, Ongoing trends, Expected ROI, Affordability, etc.
- 14. CONCEPT DEVELOPMENT & TESTING The third step of the new product development includes concept development and testing. A concept is a detailed strategy or blueprint version of the idea. Basically, when an idea is developed in every aspect so as to make it presentable, it is called a concept. All the ideas that pass the screening stage are turned into concepts for testing purpose.
- 15. BUSINESS STRATEGY ANALYSIS & DEVELOPMENT The testing results help the business in coming up with the final concept to be developed into a product. Now that the business has a finalized concept, it’s time for it to analyse and decide the marketing and other business strategies that will be used. Estimated product profitability is estimated, marketing mix, and branding strategies are decided for the product. Other important analytics includes Competition of the product Costs involved Pricing strategies Breakeven point, etc.
- 16. PRODUCT DEVELOPMENT Once all the strategies are approved, the product concept is transformed into an actual tangible product. This development stage of New Product Development results in building up of a prototype or a limited production model. All the branding and other strategies decided previously are tested and applied in this stage.
- 17. TEST MARKETING Unlike concept testing, here the actual prototype is introduced for research and feedback. Actual customers feedback are taken and further changes, if required, are made to the product. This process is of utmost importance as it validates the whole concept and makes the company ready for the launch.
- 18. COMMERCIALIZATION The product is ready, so should be the marketing strategies. The marketing mix is now put to use. The final decisions are to be made. Markets are decided for the product to launch in. This stage involves briefing different departments aboutthe duties and targets. Every minor and major decision is made before the final introduction stage of the New Product Development.