Indian marketing system


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Indian marketing system

  1. 2. Indian Marketing System And Environment Group Assignment A Environment : Marketing Communication Industry: Soft Drinks (Non Alcoholic Beverages)
  2. 3. MARKETING COMMUNICATION <ul><li>Marketing communications are messages and related media used to communicate with a market. </li></ul><ul><li>Those who practice advertising, direct marketing, marketing, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators . </li></ul>
  3. 4. Marketing Communication Mix <ul><li>Advertising </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Public Relation </li></ul><ul><li>Personal Selling </li></ul><ul><li>Direct Marketing </li></ul>
  4. 5. Advertising : <ul><li>Any paid form of on non personal presentation and promotion of ideas, goods, or services by an identified sponsor. </li></ul>
  5. 7. Direct marketing Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and transaction at any location.
  6. 8. Direct Marketing Catalogs Mailings Telemarketing Electronic Shopping TV Shopping Fax Mail E-mail Voice Mail
  7. 9. Sales Promotion <ul><li>Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service. </li></ul>
  8. 10. Public Relations (PR) are any purposeful communications between an organisation and its publics that aim to generate goodwill. Public Relations <ul><li>Press kits </li></ul><ul><li>Speeches </li></ul><ul><li>Seminars </li></ul><ul><li>Annual Reports </li></ul><ul><li>Donations </li></ul><ul><li>Sponsorships </li></ul><ul><li>Publications </li></ul><ul><li>Community </li></ul><ul><li>Relations </li></ul><ul><li>Lobbying </li></ul><ul><li>Identity Media </li></ul><ul><li>Company </li></ul><ul><li>Magazine </li></ul><ul><li>Events </li></ul>
  9. 11. Personal selling <ul><li>Personal selling is the Face to face interaction with one or more prospective purchasers for the purpose of making sales. </li></ul><ul><li>Characteristics of Personal Selling: </li></ul><ul><li>Personal Interaction </li></ul><ul><li>Cultivation </li></ul><ul><li>Response </li></ul>
  10. 12. Sender Encoding Media Decoding Receiver Noise Response Feedback Message
  11. 13. Rural vs Urban Rural Urban Needs to be educated and guided towards making a decision More aware and educated, need less guidance, hence have more autonomy over choice of product Once trust is formed, customer loyalty is hard to break Customer loyalty is stronger only for a few brands, but usually they’ll go for the brand providing the best product Need products with essential features, and not stripped down versions or urban products Apart from essential features, they also want additional features of luxury and utility Like to “touch” and “feel” a product before buying, therefore demonstrations are usually most effective Usually they like to “touch” and “feel” only high value products.
  12. 14. Trends in Marketing Communication <ul><li>Traditional Advertising – </li></ul><ul><ul><li>Big </li></ul></ul><ul><ul><li>but stagnant or decreasing </li></ul></ul><ul><li>New Media – </li></ul><ul><ul><li>Much smaller </li></ul></ul><ul><ul><li>but growing </li></ul></ul><ul><li>Digital Media – </li></ul><ul><ul><li>personal and addressable </li></ul></ul><ul><ul><li>but lack the infrastructure or scale </li></ul></ul>
  13. 15. Future Marketing Trends <ul><li>Going “Green” </li></ul><ul><li>Outdoor Ads </li></ul><ul><li>Mobile Phones </li></ul><ul><li>Online Social Networks </li></ul><ul><li>Widgets </li></ul>
  14. 16. <ul><li>Online Streaming videos </li></ul><ul><li>Behavioral to contextual </li></ul><ul><li>Interactive Brand Experiences </li></ul><ul><li>One-to-One Customer Interaction </li></ul><ul><li>Video Gaming </li></ul>Future Marketing Trends
  15. 17. <ul><li>Marketing communication as service </li></ul><ul><li>Growth spurt for interactive marketing </li></ul><ul><li>Engage the customer </li></ul><ul><li>Off line support for online campaigns </li></ul>Future Marketing trends
  16. 18. Million bottles sold
  17. 19. <ul><li>Founded in 1886 by John Pemberton in Atlanta </li></ul><ul><li>Headquartered in Atlanta with operations in over 200 countries worldwide </li></ul><ul><li>More than 70% of its income outside US </li></ul><ul><li>Annual turnover of US$19.8 billion and US$ 1 billion in India alone </li></ul><ul><li>Product line includes: </li></ul><ul><li>Coke </li></ul><ul><li>Diet Coke </li></ul><ul><li>Sprite </li></ul><ul><li>Fanta </li></ul><ul><li>Thums up </li></ul><ul><li>Minute maid </li></ul>
  18. 20. <ul><li>Advertising: </li></ul><ul><ul><li>Print & Broadcast Ads </li></ul></ul><ul><ul><li>Outer Packaging. E.g. bottles, cans </li></ul></ul><ul><ul><li>Motion Pictures. E.g. Taal </li></ul></ul><ul><ul><li>Gifts. E.g. Watches, bottle openers </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>Leaflets E.g. Dominos </li></ul></ul><ul><ul><li>Billboards & Display Signs </li></ul></ul><ul><li>Sales Promotion: </li></ul><ul><ul><li>Games. E.g. at fares </li></ul></ul><ul><ul><li>Complimentary Gifts </li></ul></ul><ul><ul><li>Sampling </li></ul></ul><ul><ul><li>Rebates to dealers </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Fairs and Trade Shows </li></ul></ul><ul><li>Public Relations: </li></ul><ul><ul><li>Press Kits. E.g. Beijing Olympics Torch Relay </li></ul></ul><ul><ul><li>Sponsorships: Cricket, Football, Awards etc </li></ul></ul><ul><ul><li>Identity Media </li></ul></ul><ul><ul><li>Charitable Donations e.g. School for Tsunami Victims </li></ul></ul>
  19. 21. [email_address] Thank you for your proper response and support! For further information contact: +91-9427913540 [email_address] From : Parakhiya Vasant