Welcomes     you allin the world of   marketing    By:    Lokendra yadav
What is marketing?
The term marketing is very wide. It does not mean only to sale and purchase of goods and services. It means entire process...
According to Americanmarketing association.Marketing is a performance of business activities that direct the flow of goods...
Old marketing characteristics Product oriented concept of marketing. It stresses upon production. Marketing start with aft...
New and modern concept ofmarketingCostumer oriented concept of marketing.According to this concept consumer is thekey of m...
Continued….This concept assumes that the object ofearning the profit can be achieved onlywhen the needs of society are sat...
Role of developer inmarket…
DeveloperDevelopers play a role of main key in case of software market………….
Relation of market withdevelopers…………Developers         analysisrealization      development                   product Nee...
NEEDS OF MARKET…. BEST PRODUCT BEST QUALITY ASSURANCE BEST SUPPORTING SERVICES BEST BUYING OFFERS CREATING A BEST BRAND
PRODUCT QUALITY              SUPPORTINGASSURANCE   BEST       SERVICES            BUYING            OFFERS
How to become a brand inmarket……………..
Keys for becoming a brand…. Set your specialty… Set standards which must be globally accepted and followed. Make market to...
Building Brand Equity…..MARKETING IS THE ART OF BRAND BUILDING*IF YOU ARE NOT A BRAND,YOU ARE A COMMODITY.*THEN PRICE IS E...
1. How Important is Branding?  The NUMMI plant in California produces  two nearly identical models called the  Toyota Coro...
A Brand Must be More Than a Name…… A brand must trigger words or associations (features and benefits). A brand should depi...
Brands………
How Do You Promote a Brand?“How do I justify spending millions oncreating an image. That’s millions mycustomers have to sp...
What Makes a Strong Brand? Strong brand = Product Benefits x Distinct Identity x Emotional Values Peter Doyle, Marketing M...
Strong Brands Supply Use Value as Wellas Purchase Value Nestle: Sells baby food Provides free dietitian phone line Nestops...
What Are the Most Frequent Causes ofBrand Failure? Failure to live up to the brand promise. Failure to adequately support ...
How to develop your market
Marketing Work-Flow Process Tools  Project management  Product management  New product development  Campaign management
Challenges….Product differentiation is harder to achieve.New products unfortunately fail more times than theysucceed.Price...
What to do?Confuse………….What???       How ?
one idea can change your life.....iDEA?                       ?                            ?    ?        THINK……..
Five Winning Strategies…. Cost reduction: (IKEA, Southwest Airlines, Wal- Mart, Enterprise Rent-a-Car). Improved customer ...
Questions?
•“This time like all times is a good one, if    we but know what to do with it.”         •Ralph Waldo Emerson             ...
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IT Marketing

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IT Marketing

  1. 1. Welcomes you allin the world of marketing By: Lokendra yadav
  2. 2. What is marketing?
  3. 3. The term marketing is very wide. It does not mean only to sale and purchase of goods and services. It means entire process of satisfying the needs of consumers. It start with discovery of needs and wants of the consumer and it continues till these needs and wants are satisfied.
  4. 4. According to Americanmarketing association.Marketing is a performance of business activities that direct the flow of goods and services from the producer to consumer or user.
  5. 5. Old marketing characteristics Product oriented concept of marketing. It stresses upon production. Marketing start with after goods have been produced and it ends after the goods have been sold. The ultimate object of marketing is to maximize the profits by maximizing the sale.
  6. 6. New and modern concept ofmarketingCostumer oriented concept of marketing.According to this concept consumer is thekey of market and his needs and wants arethe goals of the business activities.
  7. 7. Continued….This concept assumes that the object ofearning the profit can be achieved onlywhen the needs of society are satisfied.Acc to this concept marketing is thecreation and delivery of standard of livingto the society.
  8. 8. Role of developer inmarket…
  9. 9. DeveloperDevelopers play a role of main key in case of software market………….
  10. 10. Relation of market withdevelopers…………Developers analysisrealization development product Need of market market
  11. 11. NEEDS OF MARKET…. BEST PRODUCT BEST QUALITY ASSURANCE BEST SUPPORTING SERVICES BEST BUYING OFFERS CREATING A BEST BRAND
  12. 12. PRODUCT QUALITY SUPPORTINGASSURANCE BEST SERVICES BUYING OFFERS
  13. 13. How to become a brand inmarket……………..
  14. 14. Keys for becoming a brand…. Set your specialty… Set standards which must be globally accepted and followed. Make market to move with you.
  15. 15. Building Brand Equity…..MARKETING IS THE ART OF BRAND BUILDING*IF YOU ARE NOT A BRAND,YOU ARE A COMMODITY.*THEN PRICE IS EVERYTHINGAND THE LOW-COST PRODUCERIS THE ONLY WINNER!
  16. 16. 1. How Important is Branding? The NUMMI plant in California produces two nearly identical models called the Toyota Corolla and the Chevrolet Prizm. Toyota sold 230,000 Corollas compared to sales of 52,000 Prizms. And Toyota’s net price is $650 higher!
  17. 17. A Brand Must be More Than a Name…… A brand must trigger words or associations (features and benefits). A brand should depict a process (McDonald’s, Amazon). A great brand triggers emotions (Harley-Davidson). A great brand represents a promise of value (Sony). The ultimate brand builders are your employees and operations, i.e., your performance, not your marketing communications.
  18. 18. Brands………
  19. 19. How Do You Promote a Brand?“How do I justify spending millions oncreating an image. That’s millions mycustomers have to spend when they buyfrom us.” Tom Parker, CEO of Clark’sshoes.Brands are built by performance, notadvertising.
  20. 20. What Makes a Strong Brand? Strong brand = Product Benefits x Distinct Identity x Emotional Values Peter Doyle, Marketing Management & Strategy, 1997
  21. 21. Strong Brands Supply Use Value as Wellas Purchase Value Nestle: Sells baby food Provides free dietitian phone line Nestops along the highway Home Depot: Sells home improvement products, such as paint, electrical supplies, plumbing Offers free kitchen remodeling design service Offers free workshops on how to paint, fix faucets, etc. Volvo Teaches safe driving, Supports lower insurance rates for safe drivers
  22. 22. What Are the Most Frequent Causes ofBrand Failure? Failure to live up to the brand promise. Failure to adequately support the brand. Failure to adequately control the brand. Failure to properly balance consistency and change with the brand. Failure to do brand equity measurement and management.
  23. 23. How to develop your market
  24. 24. Marketing Work-Flow Process Tools Project management Product management New product development Campaign management
  25. 25. Challenges….Product differentiation is harder to achieve.New products unfortunately fail more times than theysucceed.Price cutting doesn’t work because competitors willmatch.Cost cutting has eliminated much of the fat but is nowrisking cutting the muscles.
  26. 26. What to do?Confuse………….What??? How ?
  27. 27. one idea can change your life.....iDEA? ? ? ? THINK……..
  28. 28. Five Winning Strategies…. Cost reduction: (IKEA, Southwest Airlines, Wal- Mart, Enterprise Rent-a-Car). Improved customer experience (Starbucks, Harley Davidson) Innovative business model (Barnes & Noble, Charles Schwab, FedEx, Sony). Improved product quality (P&G, Toyota). Niching: (Progressive Insurance, Tetra)
  29. 29. Questions?
  30. 30. •“This time like all times is a good one, if we but know what to do with it.” •Ralph Waldo Emerson •THANK YOU! Printed on CANON

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