Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Marketingfor managers
Ähnlich wie Marketingfor managers (20)
Marketingfor managers
- 1. Marketing for Managers Salil Sabnis Prof. Marketing-AMPD
- 2. Contents Marketing an Its Applications Marketing planning and Organisation Understanding Consumers Product Management Pricing an Promotion Strategy Distribution and Public Policy
- 3. Block 1 Marketing and its Applications
- 4. Chapter 1 Introduction to Marketing
- 5. The Meaning of Marketing Marketing is the performance of business activities that directs the flow of goods and services from producer to consumer or user PRODUCER CONSUMER Product Need Marketing activities
- 6. The Marketing Mix Product Promotion C Price Place
- 7. Marketing Strategy Needed to create and retain a satisfied customers Strategies STDP Strategies Marketing Mix Strategies
- 8. STPD Strategies Segmentation Aggregating process – A cluster of people with similar needs. A Homogeneous group of customer who will respond to a marketing mix in a similar way. Targeting Once the market segment is defined, it has to decide how many and which one to target.
- 9. Differentiation Product Differentiation Service Differentiation Channel Differentiation Personnel differentiation Positioning It’s a perception about your offering in the minds of the consumer.
- 10. Product Mix Strategies What is Product Mix Set of all products offered by an organisation to its customers Consists of Width Length Depth Consistency
- 11. Case Study Product-Mix Width and Product-Line Length for PepsiCo India Product-Mix Width Beverages Juice Snacks Pepsi Tropicana Lays Mountain Dew Orange Cheetos Product-line Aquafina Nature Sweet Lehar Length Mirinda Apple Numkeens 7-Up Grape Nutyumz Dukes Soda Pineapple Kurkure Dukes Mangola Tomato Slice Mixed Fruit
- 12. Strategy of Product Mix Expansion of product mix Contraction of product mix Altering existing products Positioning the product
- 13. Place Is concerned with all the decisions involved in the getting right product to the target market’s place. Distribution Channels – any series of firms that participate in the flow of products from producer to its final consumers. Manufactures or producer Toyota Raymond's Nestle Wholesaler Wholesaler Wholesaler Retailer Retailer Retailer Consumer
- 14. Promotion Mix Strategy Push Strategy directing communications to channel members Pull Strategy directing communications to end users Factors type of product/market buyer readiness stage product life-cycle stage
- 15. Pricing Strategy PRICE HIGH MEDIUM LOW 1) Premium 2) High-value 3) Super-value HIGH Strategy strategy strategy QUALITY 4) Overcharging 5) Medium-value 6) Good-value MEDIUM Strategy strategy Strategy 8) False 7) Rip-Off 9) Economy LOW economy Strategy Strategy strategy
- 16. Chapter 2 Marketing in a Developing Economy
- 17. Marketing functions performed at different levels of development
- 18. Relevance of Marketing in a developing economy Marketing and planned economic growth How to view the marketing effort Significance of macro and micro marketing General role of marketing Stimulates potential aggregate demand and thus enlarge the size of the market It helps in the discover of entrepreneurial talent
- 19. Areas of Relevance Marketing in agriculture, basic industries, mining and plantation Intermediate industrial goods Semi-industrial products Export trade & services like tourism and banking
- 20. The Relevance of Social Marketing 4 P’s Social Marketing planning system
- 21. Chapter 3 Marketing of services
- 22. The service sector The services sector has been growing at a rate of 8% per annum in recent years More than half of our GDP is accounted for from the services sector This sector dominates with the best jobs, best talent and best incomes
- 23. “There are no such thing as service industries.There are only industries whose service components are greater or less than those of other industries. Everybody is in service.” -Theodore Levitt-
- 24. What is services? It is the part of the product or the full product for which the customer is willing to see value and pay for it.
- 25. Growing Importance of Services Economic well being increases the demand of services Changing lifestyle Complexity of the product
- 26. Characteristics of Services Intangibility Perishability Inseparability Variability Client relationships Right of owner-ship
- 27. Intangibility Hard to grasp, concept is abstract Dramatization often necessary for concept Hard to separate the service provider and the service
- 28. Perishability Services cannot be stored or held in inventory. If not used when available, they “go to waste”.
- 29. Inseparability Outlet accessibility can limit the area covered by the service. Image is important: Image affects the perception of the service.
- 30. Variability Service quality tends to vary considerably. Haircut from your hair dresser vs. “Javed Habib”
- 31. Client Relationships Relationships between service organizations and customers are often close Potential for loyalty longterm
- 32. Right of owner-ship It is not taken to the service, we merely experience it. e.g. Services of a doctor, lawyer, teacher, mechanic, etc..
- 33. Difference between physical goods and services Physical goods Services tangible intangible homogeneous heterogeneous Production and distribution are Production, distribution and separated from consumption consumption are simultaneous processes A thing An activity or process Core value processed in factory Core value produced in the buyer- seller interaction Customers do not participate in Customers participate in the production process production Can be kept in stock Cannot be kept in stock Transfer of ownership No transfer of ownership
- 34. SERVICES MARKETING MIX Product Place Prize Promotion People Physical Evidence Process
- 35. In services, the last experience remains uppermost in your mind. Therefore, it is not enough to be good, you have to be consistently good
- 36. Service quality is directly proportional to employee satisfaction
- 37. Block 2 Marketing Planning and Organisation
- 38. Chapter 4 Planning Marketing Mix
- 39. The Elements of Marketing Mix Product activities Quality, features, style, brand name, packaging, sizes, services, warranties, returns Pricing activities Target customers, cost, competition, the law, social responsibility Promotional activities Advertising, personal selling, sales promotion, publicity and public relations Place or Distribution related activities Physical distribution Transportation, warehosuing and storage, Order processing, Inventory control, Location Channels of distribution
- 40. The Place of the Marketing Mix in Marketing planning Current Marketing Situation Identification of Problems and Opportunities Defining Objectives Designing the Marketing Strategy Developing the marketing programme
- 41. The Relationship between Marketing Mix and Marketing Strategy The concept of Optimum Marketing Mix
- 42. Marketing Mix and some specific Situation New product development and marketing mix Product life cycle and marketing mix Role of Advertising in marketing mix Role of price in marketing mix
- 45. The Concept of Market In respect of the network of institutions like wholesalers and brokers dealing in a product To refer to the nature of demand for the product, as when we speak of the market for soap
- 46. The concept of segmentation Relationship of a segment to a market Market Segmentation versus product development Benefits and doubts about segmentation What is grouped in forming segments What, how, where, when, why, who
- 47. Bases for Segmentation Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Income ... Psychographic Lifestyle or Personality Behavioral Occasions, Benefits, Uses, or Attitudes
- 48. Segmenting Business Markets…Contd. Personal Demographics Characteristics Bases Bases for Segmenting for Segmenting Situational Business Business Operating Factors Markets Markets Characteristics Purchasing Approaches
- 49. How is the basis for segmentation selected? Methods that companies use Logical division Perceptual mapping technique Considerations in using perceptual maps
- 50. Selection of Segments General factors Company trust Size & growth potential Investment needed Profitability Risk Competition Specific Segmentation factors Segment durability Mobility Visibility accessibility
- 52. Principles of Designing an Organisation Specialisation Departmentalisation Standardisation Formalisation Centralisation Evaluation Structure
- 53. Marketing Organisation The changing role of Marketing Organisation Simple sales department Sales department with some marketing function Separate marketing department Integrated marketing department Marketing oriented organisation Considerations involved in designing the marketing organisation Statement of objective and goals of the firm Nature of the product/Line of activity Areas of operation Nature of Industry Computerisation & up-gradation of information system External environment & Government intervention.
- 54. Marketing Organisation Methods of designing the Marketing Organisation Functional Organisation Product Management Organisation Market Centered Organisation Organisation of Corporate Marketing No corporate marketing support Minimal corporate marketing support moderate corporate marketing Strong corporate marketing
- 55. Chapter 7 Marketing Research & Its Applications
- 56. The Context of Marketing Decisions Definition of Marketing Research Purpose of Marketing Research Scope of Marketing Research Marketing Research Procedure Problem Definition Research design Field Work Data Analysis Report presentation and implementation Marketing Research in India Problems of conducting marketing research
- 57. Application of Marketing Research Sales & Market Analysis Determination of market potential Determination of market share Sales forecasting Design of market segmentation studies Target market Distribution channel studies Determination of market characteristics Determination of competitive information Product Research Evaluation of new product ideas Testing for new product acceptance Evaluating the need for change in product information Testing package design Testing of product positioning
- 58. Application of Marketing Research Business Economics and corporate research Studies of business trends Pricing studies Diversification studies Product mix studies Plant & warehouse location studies Advertising Research Audience Measurement Determining the most cost effective media plan Copy Testing Determining advertising effectiveness Consumer behaviour research
- 60. Chapter 8 Determinants of Consumer Behaviour
- 61. Importance of consumer behaviour for marketers Types of consumers Buyers v/s Users
- 62. Figure 16.2 A Simple Model of Consumer Decision Making External Influences Sociocultural Environment Firm’s Marketing Efforts 1. Family Input 1. Product 2. Informal sources 2. Promotion 3. Other noncommercial sources 3. Price 4. Social class 4. Channels of distribution 5. Subculture and culture Consumer Decision Making Psychological Field 1. Motivation Need Recognition 2. Perception 3. Learning Process Prepurchase Search 4. Personality 5. Attitudes Evaluation of Alternatives Experience Postdecision Behavior Purchase Output 1. Trial Postpurchase Evaluation 2. Repeat purchase
- 63. Factors influencing consumer behaviour External Environment Individual Determinants culture Problem Recognition others Information search learning perception Purchasing decision family subculture Postpurchase behaviour motivation personality attitudes social group social class
- 64. Chapter 9 Models of Consumer Behaviour
- 65. What is a decision? Process of decision making Involvement Alternative differentiation Time pressure
- 66. Types of Consumer Decision Making What to buy How much to buy Where to buy When to buy How to buy
- 67. Levels of Consumer Decision Making Buying Roles Buying Behaviour Extensive problem solving Routinized buying behaviour Variety seeking behaviour
- 68. Stages in the Buyer Decision Process Gather Evaluate Identify the information the problem about the alternative recognition product s and and brands select the best possible alternative Purchase Post decision/ purchase buying the Evaluation product • Post purchase use and disposal
- 69. Models of Buyer Behaviour Horward-Seth Model Inputs Perceptual & learning constructs Outputs Exogenous or external variable Engel-Kollat-Bloackwell Model Information processing Central control unit Decision process Environmental influences Model of family decision making Influencers Gatekeepers Deciders Preparers Buyers users Model of industrial buyer behaviour
- 70. Chapter 10 Indian Consumer Environment Demographic Characteristics Income and consumption characteristics Characteristics of organisational consumers Geographic characteristics Market potential Socio cultural characteristics
- 72. Chapter 11 Product decision and strategies
- 73. Product Anything that can be offered to a market to satisfy a want or need Physical goods Services Experiences Events Persons Places Properties Organizations Information Ideas
- 74. Productbenefit Marketer has to turn core Levels Encompasses all possible into basic product augmentation and transformations Bank accounts like savings account, Thethe product might undergo in future fundamental service or current account product the customer is buying Anywhere banking, ATM sharing, In a CRM the customer is looking for bank priority banking, portfolio security of his money management A product that exceeds customer expectations A set of attributes and conditions the A bank can offer facilities like buyers expect when they buy the product ATM/Debit cards, Telebanking, Internet The bank customer would expect a cheque Banking and also other financial book, locker and other deposit products like services FD, RD
- 75. Product Mix Product mix has a certain… Width Length Depth Consistency
- 76. Case Study Product-Mix Width and Product-Line Length for PepsiCo India Product-Mix Width Beverages Juice Snacks Pepsi Tropicana Lays Mountain Dew Orange Cheetos Product-line Aquafina Nature Sweet Lehar Length Mirinda Apple Numkeens 7-Up Grape Nutyumz Dukes Soda Pineapple Kurkure Dukes Mangola Tomato Slice Mixed Fruit
- 77. Case Study The Times Group Print Net Entertainment Retail
- 78. The Times Group contd.. Print
- 79. The Times Group contd.. Net GROUP SITES
- 80. The Times Group contd.. Entertainment
- 81. The Times Group contd.. Retail
- 82. Product Line Decisions B. Product line Length a. Objectives b. Cycle 1. Line Stretching a. Down market Stretch b. Up market Stretch c. Two way stretch 2. Line Filling Just-noticeable difference 3. Line Modernization, Featuring and Pruning
- 83. Chapter 12 Product Life cycle and New Product Development The Product Life Cycle Concept Marketing Mix at different stages
- 85. Strategy Introduction Growth Maturity Decline 1. Objective Aggressive Entry Maximize Share Boast Milk Profits Products 2. Focus Non- Users New Segments Defend Cut Costs Share 3.Customer Innovators Early Majority Laggards Targets Adopters 4.Competitor Few Growing Number Many Declining 5.Differentiated Product Brand Image Price & Service Price Advantage Performance Marketing MIX Introduction Growth Maturity Decline 1. Product Basic Extension & Differentiation Rationalize Enhancement & Variety Range 2. Price High Lower Lower Stabilizing 3.Promotion High High Falling Low 4. Advertisement Awareness Brand Loyalty Selective Forms. Performance 5.Distribution Selective Intensive Intensive Rationalize
- 86. New Product Development Strategy Stages in new product development Ideas generation Screening of ideas Concept testing Product designing and evaluation Product testing Product launching
- 87. Chapter 13 Branding and packaging decison
- 88. Branding Definition: “A brand is a name, Term, Sign, Symbol, Brand or combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” -American Marketing Association •Trademarks – legal right to the exclusive use of that name or mark
- 89. Challenges in Branding and decisions Branding to be or not to be.. Whether Produce Manufacturer Brands or Distributor / Private Brands Which Brand Name/s to use Whether to use Line extensions, Brand Extensions, Multi Brands, New Brands or Cobrands
- 90. Brand Name Features A Brand name should suggest something about the product’s benefits suggest the product or service category suggest concrete, “high imagery” qualities be easy to spell, pronounce, recognize, and remember be distinctive not carry poor meanings in other countries and languages
- 91. Packaging What is packaging Packaging Industry Used materials : Metals, plastics, wood, paper, glass, laminates, polysters, etc. Functions of packaging Protection, Appeal Performance Offer convenience to the end-users Cost effective Legal dimensions of packaging Statutory requirements Net weight, when packed Date of manufacture Date of expiry Directions of storage MRP Directions for use
- 92. Block 5 Pricing and Promotion Strategies
- 93. Chapter 14 Pricing policies and practices
- 94. Price • Three variables that determine profit: Sales Sales X Price - Cost = Profit Price Cost Profit Volume Volume Benefit Seller Customer Price
- 95. Determinants of Price Demand Competition
- 97. Pricing Strategies Price-Quality Strategies Price Higher Lower Premium Higher Good-Value Good-Value Strategy Strategy Strategy (Mercedes,Evian) Quality (Amul) (Amul) Overcharging Overcharging Economy Economy Strategy Strategy Strategy Strategy Lower (Cielo) (Cielo) (Akai,OK) (Akai,OK)
- 98. Corporate Pricing Objectives •Survival •Low Prices to Cover Variable Costs and Some Fixed Costs to Stay in Business. •Current Profit Maximization •Choose the Price that Produces the Maximum Current Profit, Etc. •Market Share Leadership •Low as Possible Prices to Become the Market Share Leader. •Product Quality Leadership •High Prices to Cover Higher Performance Quality and R & D. •Market Skimming •Initially setting up High Prices to Skim the market
- 99. Selecting the Price Objective Survival Survival Maximum current Maximum current (Mobile Operators) (Mobile Operators) profit profit (Aiwa) (Aiwa) Maximum market Maximum market share share (Kodak KB) (Kodak KB) Maximum market Maximum market Product-quality Product-quality skimming skimming leadership leadership (Nokia Handsets / Intel Micro Chips) (Nokia Handsets / Intel Micro Chips) (Maruti) (Maruti)
- 100. Estimating Cost Fixed Costs Fixed Costs Variable Costs Variable Costs (Overhead) (Overhead) Costs that don’t Costs that don’t Costs that do vary Costs that do vary vary with sales or vary with sales or directly with the directly with the production levels. production levels. level of production. level of production. Executive Salaries Executive Salaries Raw materials Raw materials Rent Rent Total Costs Total Costs Sum of the Fixed and Variable Costs for a Given Sum of the Fixed and Variable Costs for a Given Level of Production Level of Production
- 101. Selecting a Pricing Method Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing
- 102. Pricing Methods Markup price = unit cost (1-desired return on sales) Where unit cost is variable cost + (fixed cost/unit sales) Target return pricing (target ROI) = Unit cost + desired return X invested capital Unit sales Break even volume = fixed cost Price – variable cost
- 103. Pricing Methods Value-based Pricing Pricing strategy reflects the beliefs and attitudes of the customer. Perceived price/quality relationship. Price is based on an understanding of the value of the product as perceived by the customer.
- 104. Value-Based Pricing Cost-Based Pricing Value-Based Pricing Product START Customer Cost Value Price Price Value Cost Customers Product
- 105. Pricing Methods Going-Rate Company Sets Prices Based On What Competitors Are Charging. Sealed-Bid Company Sets Prices Based On What They Think Competitors Will Charge.
- 106. Selecting the Final Price Psychological pricing Sometimes price is equated to quality Reference Price Influencing of other marketing-mix elements The final price must be take in to account the brands quality and advertising relative to competition Company pricing policies The Price must be consistent with company pricing policies Impact of price on other parties such as dealers and distributors
- 107. Geographical Pricing Adjusting prices to account for the Geographical Location of Customers Marketing Management – Philip Kotler US Price $124.67 India Price Rs. 310 Harry Potter – J. K. Rowling US Price $17.99 India Price Rs. 636
- 108. Discount & Allowance Discount & Allowance Reducing Prices to Reward Reducing Prices to Reward Customer Responses such as Customer Responses such as Paying Early or Promoting Paying Early or Promoting the Product. the Product. Cash Discount Cash Discount Quantity Discount Quantity Discount Functional Discount Functional Discount Seasonal Discount Seasonal Discount Trade-In Allowance Trade-In Allowance Promotional Allowance Promotional Allowance
- 109. Promotional Pricing • Reducing Prices to Increase Short-Run Sales • Reducing Prices to Reward Customer Responses such as Paying Early or Promoting the Product.
- 110. Product mix Product-Mix Pricing Tactics: Product-line Pricing Two-Part Pricing Optional-feature pricing By-Product Pricing Captive-product pricing Product-Bundle Pricing
- 111. Product Mix Pricing Strategies Optional-Product Pricing Optional-Product Pricing Pricing Optional or Accessory Products Pricing Optional or Accessory Products Sold With The Main Product Sold With The Main Product i.e. Car Options such as a CD player i.e. Car Options such as a CD player Captive-Product Pricing Captive-Product Pricing Product Product Pricing Products That Must Be Pricing Products That Must Be Used Along With The Main Product Mix Mix Used Along With The Main Product e.g. Printer cartridges e.g. Printer cartridges Pricing Pricing By-Product Pricing By-Product Pricing Strategies Strategies Pricing Low-Value By-Products To Pricing Low-Value By-Products To Get Rid of Them Get Rid of Them e.g. Sugarcane e.g. Sugarcane Product-Bundle Pricing Product-Bundle Pricing Bundles Of Products Sold Bundles Of Products Sold Together at a Reduced Price Together at a Reduced Price e.g. Gillete razor blades & foam e.g. Gillete razor blades & foam
- 112. Product Line Pricing Setting Price Steps Between Product Line Items
- 113. Analyzing Competitors ’Cost ,Prices and Offers The company needs to benchmark its costs against its competitors’cost to learn whether it is operating at a cost advantage or disadvantage. The company also needs to learn the price and quality of competitors’ offers
- 114. Assessing & Responding to Competitor Price Changes Has Competitor Cut Has Competitor Cut No Hold Current Price; Price? Hold Current Price; Price? Continue to Monitor Continue to Monitor Competitor’s Price. Competitor’s Price. Yes Will Lower Price Will Lower Price Negatively Affect Our No Negatively Affect Our Market Share & Profits? Market Share & Profits? Reduce Price Reduce Price Yes Raise Perceived Raise Perceived Can/ Should Effective No Quality Quality Can/ Should Effective Action be Taken? Action be Taken? Improve Quality Improve Quality & Increase Price & Increase Price Yes Launch Low-Price Launch Low-Price “Fighting Brand” “Fighting Brand”
- 116. The Communication Process M essage Sender E n c o d in g M e d ia D e c o d in g R e c e iv e r N o is e Feedback Re sp o n se
- 117. Marketing Communication Mix Advertising Sales Promotion Marketing Direct Communication Marketing Public Relation s Personal Selling
- 118. The Promotion Mix Personal Selling Direct Marketing Personal Selling Public Relations Special Offer Sales Promotion Advertising Advertising
- 119. Advertising A paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media Mass Media Newspapers TV Radio Magazines Billboards Eg : Johnson & Johnson
- 120. Sales Promotion Consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade Types of sales promotions Coupon Point-of-Purchase Premium: free/ reduced-price Trade Show Contests & More Britannia Khao World Cup Jao
- 121. Public Relations & Publicity Promotional tool Identify, establish, and maintain beneficial relationships between a company and its stakeholders Benefits Corporate visibility Image Building Product Information Patni Computers i-flex solutions
- 122. Personal Selling Promotional tool in which a salesperson communicates one-on-one with potential customers Advantages Immediate response Tailored message Ability to measure effectiveness Disadvantages Relies on ability of sales rep. Expensive per contact JCI Franco Indian Pharma
- 123. Direct Marketing & Others Direct Communications with Carefully Targeted Individual Consumers to Obtain an Immediate Response Face-to-Face Face-to-Face Online Online Selling Selling Marketing Marketing Direct-Mail Direct-Mail Marketing Marketing Kiosk Kiosk Marketing Marketing Catalog Catalog Marketing Marketing Direct-Response Direct-Response Telemarketing Telemarketing TV Marketing TV Marketing Tracmail Rohini International
- 124. Push & Pull Strategy Push Policy Promoting a product only to the next institution down the marketing channel Pull Policy Promoting a product directly to consumers to develop stronger consumer demand that pulls products through the marketing channel
- 125. Determinants of promotion mix Type of product Target Nature of Audience market Determinants Company Stage in Policy the PLC Budget
- 126. Must Set the Communications Budget for Each After Determining Its Objectives, the Marketer Establish the Communication Product and Market. Affordable Percentage Percentage o Based on What the Based on a Certai Based on a Certain Company Can Afford of Current or Fore of Current or Forec Objective-and-Task Objective-and-Task Competitive Competitive Based on Determining Based on Determining Based on the C Based on the Co Objectives & Tasks, Then Objectives & Tasks, Then Promotion B Promotion B Estimating Costs Estimating Costs Budget
- 127. Factors in designing promotion mix strategies
- 128. Chapter 16 Advertising and Publicity How advertising works? Types of advertising Role of advertising Advertising expenditure Advertising management Setting advertising objective Developing advtg. Copy and message Selecting and scheduling media Measuring advertising effectiveness Coordinating with ad agency Publicity Use of publicity Measuring effectiveness of publicity
- 129. Chapter 17 Personal Selling and Sales Promotion
- 130. Personal Selling Role of personal Selling Types of selling jobs Merchandise deliveries Inside order-taker Outside order-taker Missionary salesperson Sales engineer Tangible product seller Intangible product seller The selling process Preparation Prospecting Preapproach Approach Sales presentation Handling objectives Closing the sale Post-sale follow-up
- 131. What is sales promotion? Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and or greater purchase of particular products/services by consumers or trade -Kotler “Below the line”
- 132. What is sales promotion? Non personal promotional effort that are designed to have immediate impact on sales Employed for a pre-determined limited period to increase consumer demand or stimulate market demand
- 133. What is sales promotion? Sales promotion offers an incentive to buy Encompasses everything that is outside of advertising, PR and DM Uses advertising, PR and DM to deliver the sales promotion Can be planned to increase sales over a long period and not necessarily about immediate results (privilege / mileage points)
- 134. Why has SP grown so much? Results ! - immediate / quick boost to sales Results over finite period of time - v/s advertising or PR Results are measurable Easy and inexpensive to implement Costs & efficiency of mass media / advertising has risen considerably
- 135. …. Product managers face pressure to increase sales Companies face more competition Consumers have become more deal oriented Sales Promotions work!
- 136. How does SP work? Consumer decision making process (except for low cost, low involvement impulse pur.) - Awareness - Information gathering - Pre purchase evaluation - decision - PURCHASE - Post purchase evaluation
- 137. - Awareness Advt / PR - Information gathering - Pre purchase evaluation Per Sell - Decision SP - PURCHASE - Post purchase evaluation
- 138. SP works because ... It alters the price / value relationship that the product offers the buyer Lowers price - use of coupons, discounts Add value - value packs, extra free Everybody loves freebies Consumers have a reason to purchase the product NOW Justifies post purchase evaluation
- 139. Advantages Sales promotions help shape buying patterns - Annual sales Attract new audiences - trials for new products Increase sales - freebies, buy 1 get 1 free Increases profits Helps move stock / liquidate inventory Increases awareness - reach new buyers
- 140. Advantages Encourages the consumer to buy more than usual on a single shopping visit Reminder of product, especially when a new product / competitor is about to launch Improving TOM recall of the brand if promo is advertised in mass media Demoralise newly launched brands
- 141. Disadvantages Can seem like last minute panic measures and that can signal failure Can give an impression of hard sell Greed for sales - promos are often not related to the strategic elements of the brands mktg. mix Often viewed as simple reactionary techniques to increase sales and profits Dilutes brand value - discount brands
- 142. Sales promotion techniques Price deals Trade allowances Discounts Dealer loader Price pack deals Trade contests Samples POP Displays Rebates Training programs Sweepstakes/contests Push money / Spiffs Frequency rewards Exhibitions Demos POP
- 143. ‘Samsung pinning toh winning’ All India promo Aggressive use of mass media Consumer gets an assured gift on purchase of any Samsung product 100 cr worth of prizes on offer Sms 16 digit pin and the gift u get wl b sms’d 2 u. Cash in on Diwali purchases
- 144. ‘Phod ke dekho’ offer Consumer promotion scheme Packaged as a coconut which cons picks on purchase of a Samsung product Breaking the coconut reveals a chance to win a gift Strong consumer acceptance helped co to achieve a growth of 35% in sales over last year - same period
- 145. Test drive and win Tata Motors celebrated 50 years Offer to test drive any Tata car - fill a form - and lucky winners could win Prize Indica V2 Petrol Buzz / Hype / Awareness Mass media - TV / Press / DM Helped build / gather data base Buzz around Petrol
- 146. Some historic cases
- 147. Developing a Sales Promotion and Merchandising Plan Set sales promotion and merchandising objectives. What is your target audience? Establish a tentative sales promotion and merchandising budget. Select sales promotion and merchandising techniques.
- 148. Developing a Sales Promotion and Merchandising Plan Select media for distributing promotions. Decide on timing of sales promotions and merchandising. Pretest sales promotions and merchandising. Prepare final sales promotion and merchandising plan and budget. Measure and evaluate sales promotion and merchandising success.
- 149. 10 commandments of sales promos Know Specific Coordinate when to objectives with mktg break Know Basic Support techniques brand image Creativity Simplicity Reinforce Know Attn advertising your grabbing Be clear target visuals
- 150. Block 6 Distribution and Public Policy
- 151. Chapter 18 Sales Forecasting What is a sales forecast? How to prepare a sales forecast? Product sales determinants Consumer non-durable goods Consumer durable goods Industrial goods Approach to sales forecasting Breakdown approach Market build-up approach
- 152. Methods of forecasting Executive Judgement Surveys Time series analysis Corelation and regression methods Market tests Combining forecast and using judgement Status of forecasting method usage The evaluation of forecasts Computerised sales forecasting Relating the sales forecast to the sales budget an profit planning
- 153. Chapter 19 Distribution Strategy Importance of channel of distribution Alternative channels of distribution Direct selling Mercantile Agents Brokers Commission agent Merchant Middlemen Wholesalers Retailers Functions performed by retailers Services rendered by the retailers Effective coordination between wholesaler and retailers Types of retailers Department stores Co-operative stores Multiple shops or chain stores
- 154. Role of middlemen in Indian Economy Selecting an appropriate channel The type of product Nature and extent of the marker Existing channels for comparable products Buying habits of consumers Cost involved in distribution Physical distribution tasks Location of manufacturing facilities Location of warehouses Mode and method of transportation Inventory decisions Using external distribution agency Location of fixed facilities Specific issues relating to maintenance of stocks
- 155. Chapter 20 Managing Sales personnel Selling and sales management Recruitment and selection of salesmen Training of sales personnel Motivating the sales personnel Controlling the sales personnel
- 156. Chapter 21 Marketing and Public Policy Regulatory role of the government Role of government in marketing in developing economy Government control and marketing decision making process Impact of government control on product decision Impact of government control on pricing decision Impact of government control on promotion decision Impact of government control on channel and distribution decision
- 157. Chapter 22 Cyber Marketing What is cyber marketing Cyber marketing and conventional marketing Interconnectivity Interactivity Involvement Information Individualisation integrity Cyber marketing model The nature of cyber marketing Customer profiling, segmentation and targeting Product planning Branding Pricing decision Advertising and sales promotion Distribution Marketing research
- 158. Limitations of cyber marketing Limits of digitisation Shopping experience Security issues Internet access density Customers used to freebies Dot.com bust Attracting traffic to the internet site
- 159. What is internet ?? Global network of interconnected networks. Includes millions of corporate, government, organizational and private networks. Types of network forming internet Intranet Extranet Web
- 160. What is E- Marketing Process of growing & promoting an organization using online media Ties creative and technical aspects of internet. Creating, communicating and delivering value to customers. Managing customer relationship.
- 161. Objectives of Internet Marketing Create Awareness. Generate Interest. Disseminate Information. Create an Image. Create a Strong Brand.
- 162. Characteristics of Internet marketing Relatively Inexpensive. Wide reach. Allows research, purchase of products and services on convenience. Quick Response.
- 163. Differentiators from offline Marketing One-to-one vs. one-to-many approach Demographics targeting vs. behavioral targeting. Measurability . Response and immediate results.
- 164. Limitations of E- Marketing Dependant on technology. Rigid mindset. Virtual aspect. Security Concern. Maintenance Cost. Global competition.
- 165. SWOT Analysis
- 166. Strength Your specialist marketing expertise. A new, innovative product or service. Location of your business. Quality processes and procedures. Any other aspect of your business that adds value to your product or service.
- 167. Weakness Lack of marketing expertise. Undifferentiated products or services. Location of your business. Poor quality goods or services. Damaged reputation.
- 168. Opportunity A developing market such as the Internet. Mergers, joint ventures or strategic alliances. Moving into new market segments that offer improved profits. A new international market. A market vacated by an ineffective competitor
- 169. Threat A new competitor in your home market. Price wars with competitors. A competitor has a new, innovative product or service. Competitors have superior access to channels of distribution. Taxation is introduced on your product or service.
- 170. Hidden Benefits Tax Breaks. Low Start up Costs. Low Operating Costs. High Profit Margin. Market for little or no money. You do not need your own Product. Time Freedom. Open 24 Hours in every country.
- 171. 4Ps of Internet Marketing
- 172. Product Make sure that your product is something that is useful to your intended customers. Make sure that the product does what it says. Ensure Quality. Packaging. Brand Consistency. Good After Sales Service.
- 173. Price Competitive Pricing. Customers willingness to pay. Experimentation with price.
- 174. Place Placement on Major Search Engines. Placement of vertical search engines/ guides and local search. Placement through affiliates.
- 175. Promotion Promotion through display advertising. Promotion though search marketing. Promotion through socal media. Promotion through Public Relations.
- 176. Strategies of E -Marketing
- 177. 7 Dimensions to Consider Personalization. Privacy. Customer Service. Community. Site. Security. Sales Promotion.
- 179. Methods of Internet Marketing Search engine marketing. Display Marketing E-mail Marketing, Affiliate Marketing Interactive Marketing Blog Marketing. Viral Marketing
- 181. Segmentation Geographic Demographic (Age, Income, Gender, Education, Ethnicity) Psycographic (Activities, Interests, Opinions, Personality, Values.) Behaviour (Benefits sort, Usage level, Brand Loyalty, User Status.)
- 182. Behavioral Segmentation Simplifiers Surfers Connectors Bargainers Routiners
- 183. Targetting Four different approaches 1) Mass Marketing. 2) Multi segment Marketing. 3) Niche Marketing. 4) Micro Marketing.
- 185. Differentiation Product. Service. Personnel. Channel. Image.
- 186. Positioning Technology. Benefit. User Category. Competitor. Integrator.