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EDI
International Training Programme on Women Empowerment
through Entrepreneurship Development
Marketing:
Concept, Need, Tools & Techniques
By
Padmin Buch
March 10,2015
For academic discussions only.
Details, data & assumptions are indicative
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Market Analysis and Marketing
Market Study :
Define the nature of the product and
identify who may be willing and able to
buy it.
Marketing :
How to approach the Market
Plan, Strategy and mechanism
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Why Marketing Strategy
Mere awareness ( by potential
customers) about the product /
service is not sufficient
Necessary to convince them of its
utility
Also to facilitate to acquire it
This is marketing
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Marketing Strategy
MS-a plan for
approaching & securing
the target market
In the face of competition
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Develop Marketing Strategy
Analysis of collected information
pertaining to
Customer needs
Competitors
Market environment
Leads to a set of Market related
decisions
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Current marketing situationCurrent marketing situation
Market situation
Competitive situation
Distribution situation
Macro environment
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Market Strategy : Basis required
Demand-Supply Gap
Consumer needs
Competitors’ strategy
External environment
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Strategy :
Understand Global Trade Environment ( GTE)
An international marketer is required to
understand, evaluate and work out various
parameters before venturing in to any
country.
These parameters are called environmental
factors.
They determine the Strategic components :
direction &
purpose
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GTE (Contd..)
Major Environmental factors
Political
Economic
Socio-cultural
Competitive
Financial
Legal
Technological
Infrastructural
Labour related
Are these Risk Factors ? ? ?
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GTEGTE (Contd.)(Contd.)
Environment-factors vary from
country to country
Even region specific variation
Also from product to product
Focused analysis of dynamics of
these factors crucial
To formulate business strategies
Lack of such analysis have affected
even large and resourceful MNCs
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Economic Factor
Home Country Economy : Policies and
regulations
Host Country Economy : Size of market,
Indutrialisation , Banking , FE mechanism,
Purchasing power, Economic diversity
Global level Economy : Global trade
bodies & Schemes
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Global Trade Finance :Global Trade Finance :
International OrganisationsInternational Organisations
Set up to maintain orderly
international financial conditions
To Provide Capital
To provide guidance & direction
Particularly for economic
development in developing
countries
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Political EnvironmentPolitical Environment
More applicable in
politically unstable
countries
Home country
Host country
Mix of Economic, Legal &
Socio-cultural elements
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TechnologyTechnology
Technology : Computerization, R & D,
Automisation, etc.
The need of the business / project for
technology inputs
Prevailing level of technology as a
whole in Home & Host countries
Receptivity and Comfort zone in the
Host country
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GTE : Legal FrameworkGTE : Legal Framework
Developed Countries: System approach
Developing countries: Linked with
political status
Least Developed : Non-existent
Home Country & Host Country
International Trade Loans
Global Trade organizations
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GTE : Competitive EnvironmentGTE : Competitive Environment
From home as well as host country
Level & Nature of Competition
Linked with economic & socio-
cultural status of host country
Technological factors
Global Trade :Competition an integral
component
Market-research required
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Socio-Cultural FactorsSocio-Cultural Factors
Demography
Values & Beliefs
Languages
Religion
Sensitivity to
issues
National
tastes/preference
Female workforce
Buyer behavior
Mixed population
Holidays
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Environmental Factors Influencing Global TradeEnvironmental Factors Influencing Global Trade
Entity Environment Activation End Result
International
Firm
Economic
Political
Socio-cultural
Legal
Technological
Competitive
Manufacturing
Investment
Trading
Marketing
International
Destinations
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Market & MarketingMarket & Marketing
Four ‘P’s of Marketing
Product
Price
Promotion
Place
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Develop Market Strategy :
Market related decisions
Product features
Packaging
Product mix
Pricing
Promotion
Branding
Distribution channels
Servicing
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Classification
Features
Product Mix
Brand Policy
Packaging
Substitute / Alternate
products
Product /ServiceProduct /Service
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Pricing : ApproachesPricing : Approaches
Cost-based
Buyer based
Competitor based
Channel price build
up
Statutory or
Regulatory
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Pricing : StrategiesPricing : Strategies
Rapid skimming
Rapid penetration
Slow penetration
Psychological
Discriminatory
Loss leader
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PromotionPromotion
Trade shows / Expositions
Media advertisement
Free / No-Risk Trials
Lobbying
Warranty service
Technical services
Public relations
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Major Questions ForMajor Questions For
Market Planning GuideMarket Planning Guide
Marketing Overview:
What business are you in ?
What are your marketing goals for
next year ? Your sales and profit
goals?
What might keep you from achieving
these goals ?
What is your marketing budget ?
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MAJOR QUESTIONS FOR MARKETMAJOR QUESTIONS FOR MARKET
PLANNING GUIDEPLANNING GUIDE
Products and Services:
What are the benefits of your products/services?
What is special about your products/services?
Customers and Prospects:
Who are you current customers ?
What are their buying habits ?
Why do your customers buy your goods/ services ?
What is your market share ?
Is your market share growing, shrinking or stable?
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Major QuestionsMajor Questions
For Market Planning GuideFor Market Planning Guide
Competitive Analysis:
Who are your competitors ?
What do your competitors do better than you ?
What do you do better than your competitors ?
What is your competitive position ?
Price, Location and Sales Practice:
How do you establish prices ?
How does your location affect you ?
What are your sales practices ?
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Major QuestionsMajor Questions
For Market Planning GuideFor Market Planning Guide
Strengths and Weaknesses:
What is your business strong at ?
What is your business weak at ?
Advertising and Promotion:
What is your advertising and promotion
budget ?
What are your advertising and promotion
objectives ?
How do you promote your business ?
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Major QuestionsMajor Questions
For Market Planning GuideFor Market Planning Guide
Strategic Marketing:
What marketing problems have
you discovered so far ?
How do you plan to solve these
problems ?
How do you plan to achieve these
goals ?
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Integrated Approach
Market, Production & Plant Capacity
Market analysis
Demand estimate
Estimation of Market share
Market Strategy to achieve this share
Market Programme to execute
Provides estimates on Quantum , Timing
& Financial aspects
Production programme
Plant capacity & Inventory decisions
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THANK YOU !THANK YOU !
. . .. . . Padmin BuchPadmin Buch
______________________________________________________________________________________________________________
For academic discussions only.For academic discussions only.
Details, data & assumptions are indicativeDetails, data & assumptions are indicative