The document discusses the changing Indian marketing environment and the challenges it poses for companies. Key points include: - The Indian population is growing rapidly and becoming more urbanized and educated, expanding the middle class. Rural markets are also growing impressively. - New economic policies since the 1990s have liberalized and opened up the Indian economy, increasing competition from both multinational and domestic companies. - Marketing challenges in this new environment include increased competition from new domestic and global entrants, demands for competitive pricing and high quality from consumers, and the need for Indian companies to export and go global.

1. The Indian Marketing Environment

5. Marketing Mix How does a firm make such offer to the consumer. 1.A product that would meet the identified needs of the chosen consumer group. 2. Performs distribution / placement functions like transportation, warehousing channel management etc.

6. 3. Carries out a number of promotion measure like personal selling, advertising, sales promotional programmes with a view to communicating with the consumer. 4.The pricing mechanism to achieve consummation of the marketing process. Four elements – Products, Pricing, Placement and Promotion constitute MARKETING MIX.

15. Environmental Customer Marketing Competition Variables Trade Price Place Product Promotion Mix Environment Environmental Variables

18. c. Agricultural Scene Predominance is there. Dependence has reduced 2 / 3 rd population dependent directly/indirectly on agriculture. Rural markets development at a faster rate. Impressive achievements. Self dependent. Rare foodgrain imports. Main cause of development of other sectors.

19. d. Industrial scene Contribution to GDP growth increasing More than this, there are qualitative change Rapid foreign investment and competition from multinational companies.

20. e. Social scenario: The middle class explosion Estimate of 25 crores in size Rapid industrial growth seen emergence of professionals in many spheres. Target group for most of the companies.

21. Social scenario: The middle class explosion Emerged as the consumption community of the country. Better education, higher aspirations. Consumption of non –food items on the increase Joint families giving in. Concept of nuclear families. Higher disposable incomes. Demand for lifestyle products is on the rise.

22. f. Rural marketing scenario Shown impressive growth-television, mobile penetration. Earthenware yielded place to a variety of new kitchenware. Becoming increasingly urbanized.

30. 2. The challenge of MNC Dominance Majority equity lends MNCs a new strategic edge.