MARKETING

What the hell is going on here ?? Nobody can
take my customers away from me!!
Is Marketing Important??

Evolution of Marketing
Phase III - Customer (Human) Centric Approach
- Mind, Heart & Spirit Marketing
Phase II - Profit Centric Approach
-Profit orientation: Ignorance of Customers
Phase I - Product Centric Approach
-Product selling emphasised

Knowing Distinction between sales &
Marketing is very important.
Sales Vs Marketing
Sales
Produces what is convenient
Later on customer is identified.
Needs of seller are focused.
Starts with existing products.

Sales Vs Marketing
Marketing
Identifies Potential customers
Identifies needs of customer
Produces what is needed.
Needs of customer are focused.
Starts with exiting clients

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Difference Between - Sales & Marketing ?
Sales
trying to get the customer to want what
the company produces
Marketing
trying to get the company produce
what the customer wants

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Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

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Scope of Marketing

INDIA
Everything is being permitted
including those that are prohibited
FRANCE
Everything is permitted other than
those that are prohibited
GERMANY
Everything is prohibited other than
those that are permitted

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Who is a Customer ??
Anyone who is in the market
looking at a product / service for
attention, acquisition, use or
consumption that satisfies a want
or a need.
A Customer is . . . . .

The 4 Ps & 4Cs
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Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience

• The factor or consideration presented
by a seller as the reason that his
product or service is different from and
better than that of the competition.
• What could make the m come back
again and again and ignore your
competition?
• (Don't get discouraged. Successful business ownership is not only
about having a unique product or service; it's also about making your
product stand out--even in a market filled with similar items.)
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USP- Unique Selling Proposition

The conventional view of the marketing mix
consisted of four components (4 Ps): Product,
Price, Place/ distribution and Promotion.
Generally acknowledged that this is too narrow
today; now includes, Processes, Productivity
[technology] People [employees], Physical
evidence
Marketers today are focused on virtually all
aspects of the firm’s operations that have the
potential to affect the relationship with
customers.
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The Marketing Mix

The Marketing Mix

The Marketing Mix

The Marketing Mix

Some Examples of Marketing Mix
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• Focus on High Volumes & Low Value Market.
• Indian consumer Market is a Myriad Triangle.
•The rural market constitutes the bottom of the
Triangle.
•The Bottom Market is Big & Potential.
Marketing Strategies for exploring opportunities

• 124 MILLION HOUSEHOLDS
• 41% INDIAN MIDDLE CLASS LIVE IN RURAL AREAS
• 58% OF TOTAL DISPOSABLE INCOME IN RURAL AREAS
• RURAL POPULATION – 74.03 CRORES
• HINDUSTAN LEVER – 50% INCOME FROM RURAL
MARKET
• A JEANS COMPANY SOLD 50 LAKHS JEANS IN 18
MONTHS TO RURAL YOUTH
INDIAN RURAL MARKET – AN OVERVIEW

• Affordable Prices
• Availability
• Awareness
• Communication – Radio / Cable TV
• Trust In After Sales Service
• Local Language
What is crucial for success in Rural Markets

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- PETER DRUCKER

•
Business is like a child
Business goes where it is invited
Business stays where it is well treated
• Consumers do not care how much you
know Until they know how much you care
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Why Customer’s quit
(U.S. News and World Report)
1% Die
3% Move away
5% Develop other Friendships
9% Competitive Reasons
14% Product Dissatisfaction
68% Quit because of
ATTITUDE OF INDIFFERENCE TOWARDS
THE CUSTOMER BY THE DEALER

“The purpose of an Enterprise is ‘to create a
consumer.
“The aim of marketing is to make selling unnecessary.”
“While great devices are invented in the Laboratory,
great products are invented in the Marketing
process.”
Great Statements on Marketing

As an Entrepreneur you should
deliver to the consumers what you
would have expected as a consumer
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The Golden Rule

In a nut shell…
•Marketing is an ancient art and omnipresent……
From barter system to going digital.
• Large number of activities, people and processes
are involved in marketing.
•Marketing involves creativity that makes you
different and gives you a recognition.

Never Give Up