This slide will give complete view about the marketing process on the basis of advertisement. it clears the situation, which types of advertisement need for product & consumer.

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2. Under Armour Protects Its House
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4. Marketing & promotional process modal:
Here we take closer look at how marketing
strategies influence the role of promotion &
how promotional decisions must be
coordinate with other areas of marketing mix.
Elements of marketing Mix: Consistent in
strategic plan

5. Marketing and Promotions Process Model
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Opportunity Identifying Product Promotion
Analysis Markets Decisions to Final
. Promotional
Buyer
Decisions
Competitive Pricing
Analysis Decisions • Advertising
Market • Direct Promotion
Segmentation Marketing To Trade Ultimate
Consumer
• Interactive
Target Distribution Marketing • Consumers
Marketing Decisions • Sales • Businesses
Promotion
Selecting a • Publicity and
Target Market Public Relations
• Personal Selling
Positioning
Through
Marketing
Strategies
Resellers

6. Marketing to a Lifestyle
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7. Marketing Strategy & analysis:
Making marketing strategy much sharp,
company has to analyze following situation
• Opportunity Analysis
• Competitive Analysis
• Target Market selection

8. Opportunity Analysis:
It required careful opportunity analysis, which may
lead the new opportunities. Company can
identify opportunity by following way
• Carefully examine the marketplace
• Understand demand trend
• Competition in different market segment
Like: Demand of PC may be vary in different market
segment

9. .
. Like: Demand of PC may be vary in different
market segment
Education Sector: advt based on educated
people
Home use: Advt based on Ladies & Children
Science: Advt based on Engineers & Scientist
Business market: Advt based on Company’s or
CEO

10. Opportunity Analysis
Company also look the nature of competition
Like: Most of the luxury-car segment (Lexus,
BMW, Porsche, Mercedes) now have entered
in SUVs market.
Also most of luxury car segment shift to small
car market. Like Nissan-Micra

11. Marketing to a Lifestyle
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13. Competitive Analysis:
Here manager must carefully analyze the competition to faced
in the marketplace. This may lead the direct competition
apart from brand competition.
Like:
Brand competition:
pepsi vs Coke,
Maruti vs Hyundai
Bajaj vs hero Honda
Direct competition:
Coke/diet coke/more vs Pepsi/Diet pepsi/pepsi blue etc
Due to this the target audience are different & segment of
advt may affect & company has to choose the specific
media.

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15. Marketing to a Lifestyle
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16. Target Market selection:
After being analyzed in competitive &
opportunity point of view now it is the time to
choose the market by selecting one & prepare
the advertisement according to that particular
product.
Like: Honda launched Karizma to counter Pulsar
of Bajaj

18. The Target Marketing Process
.
Identify markets with unfulfilled needs
.
Determine market segmentation
Select market to target
Position through marketing strategies

19. A Product for Every Segment
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20. Beer is Beer? Not Really!
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Popular Imports Specialties Premium Light

21. Identify Market with unfulfilled needs:
Company do following things
• Identify the specific needs of the group of the
people,
• Select one or more of these segment
• Develop marketing & advertisement
programme.

22. There are following segmentation process
 Finding ways to group consumers according
to their needs
 Finding ways to group the marketing actions
 Developing market-product grid
 Selecting the target segments
 Taking market action

24. Selecting a market to target:
On the basis of segmentation three markets are
available
• Undifferentiated market: In this segment
company ignore segment difference & just
offer one product to the entire market
Like: Pepsi offered one cold drink for long time

26. Differentiated Marketing: Here company
involves marketing in number of segments,
developing different marketing strategy for
each.
Like:
Maruti::800:Alto:Esteem:SX4:Baleno
Action Shoe:: Sports: Adventure: Children: Adult

27. Concentrated Market: Here firm select one
segment & attempts to capture all share of
this market.
Like: Barista Coffee,

28. Positioning through marketing Strategies: It is
the art & science of fitting the product or
service to one or more segments of the broad
market in such a way so it set meaningfully
apart from competition.
Like: Mercedes, Armani