This document discusses key concepts in marketing including marketing research, branding, pricing strategies, advertising, product distribution, and public relations. It defines these terms and describes common techniques and objectives. For example, it notes that marketing research is the first step and involves collecting and analyzing data. Branding establishes a unique name and identity to differentiate a product. Pricing factors include costs, competition and market conditions. The overall document provides a high-level overview of various marketing functions and strategies.

1. MARKETING AN
INNOVATIVE ART
Presented by Group – 4

2. • Critical Business Function
• Marketing is the Connection
• Marketing satisfies these needs and
wants
• Customer Satisfaction
• Marketing is an Art
• Marketing is the Science of
choosing Target Markets

3. MARKETING RESEARCH

4. • First step of Marketing
• Information is used by managers
• Marketing researchers use statistical
methods

5. PROCESS OF MARKETING RESEARCH
• Detection of matter
• Development of a research
plan
• Collection of Data
• Interpretation of Data
• Disseminating information
formally in the form of a report

6. BRAND

7. WHAT IS BRAND ?
BRAND is the “name, term, design, symbol, or any other feature that
identifies one seller's product distinct from those of other sellers”
BRAND ELEMENT
o Name
o Logo
o Tagline
o Graphics
o Shapes
o Colours
o Sounds
o Tastes
o Movements

8. BRAND EQUITY
BRAND EQUITY is the value of the brand name
Brand is one of the most valuable asset of the company
FACT- Apple is the world’s top brand having worth of US$ 185017 Million
It gives loyal customers
Secures sale even in cut throat competition

9. BRAND PROMOTION
Companies try to increase the
value of brand through brand
promotion
Companies take up various ways to
create a good will for their brand
Eg: Ad campaign by TATA Tea –
Jago re
Brand promotion gives room to
innovative ideas

10. PRICING
• Pricing is the process of
determining what a company
will receive in exchange for its
products.
• Pricing factors
are manufacturing cost, market
place, competition, market
condition, and quality of
product.

11. ESSENTIALS FOR PRICING A
PRODUCT
• A well chosen price should do
three things:
• Achieve the financial goals of the
company
• Fit the realities of the marketplace
• Support a product's positioning and
be consistent with the other
variables in the marketing mix

12. TYPES OF PRICING METHODS:
• COST PLUS METHOD
• VARIABLE METHOD
• SKIMMING METHOD

13. COST PLUS PRICING METHOD
• Cost-plus pricing is a pricing method used by companies
to maximize their rate of returns.
• The firms accomplish their objective of profit
maximization by increasing their production until marginal
revenue equals marginal cost.
• Cost-plus pricing, also known as markup pricing.
• It is a way for companies to calculate how much profit
they will make

14. VARIABLE PRICE METHOD
• Variable pricing is a form of pricing of
products or services as distinct from a fixed
price. Traditional examples
include auctions, bargaining, discounts, pric
e skimming, penetration pricing and 'price
shading'
• Stock markets and foreign exchange
markets are based in variable pricing

15. SKIMMING PRICE METHOD
• Price skimming is a product pricing strategy by
which a firm charges the highest initial price that
customers will pay.
• As the demand of the first customers is satisfied,
the firm lowers the price to attract another
Therefore, the skimming strategy gets its name from
skimming successive layers of "cream," or customer
segments, as prices are lowered over time

16. PUBLICITY

17. • Publicity is an attempt to manage
the public's perception of a
subject
• Subjects of publicity
• Media Attention

18. PUBLICIST
• Generate and manage
publicity for a product
• Marketing arm of a
company
• Persuade the Press

19. PROMOTIONAL TACTICS
• Art Exhibitions
• Event Sponsorship
• Take a stand on a
Controversial Subject

20. PRODUCT DISTRIBUTION
• Product distribution (or place) is one of the four elements of the
marketing mix
• Distribution is the process of making a product or service
available for use or consumption by a consumer.
• The other three parts of the marketing mix are place, pricing,
and promotion
• A product distribution is a probability distribution constructed as
the distribution of the product of random variables having two
other known distributions

21. ALGEBRA OF RANDOM VARIABLES
• The product is one type of algebra for random
variables.
• It is related to the product distribution.
• More generally, one may talk of combinations of sums,
differences, products and ratios.
• Many of these distributions are described in Melvin D.
Springer's book from 1979 The Algebra of Random
Variables

22. .
HOW PRODUCT DISTRIBUTION IS
DERIVATED? (DERIVATION)
A way of deriving the product distribution of Z from the joint distribution of the
two other random variables, X and Y, is by integration of the following form

24. ADVERTISEMENT

25. WHAT IS ADVERTISING?
• “ the
of
a
p
ction of
ublic..”
c s
alling
omething to the
a
ttention

26. DEFINITION
• Advertising is any form of paid non-personal
presentation of ideas, goods, or services for
the purpose of inducing people to buy

27. FUNCTIONS
• To differentiate the product from their competitors.
• To communicate product information.
• To urge product used.
• To expand the product distribution.
• To increase brand preference and loyalty.
• To reduce overall sales cost.
• Creates new demands.

28. WHO NEEDS ADVERTISING?
Companies use advertising to:
• inform people about their products and services.
• to make their Brand names familiar to the public.

29. TYPES
Outdoor
Advertising
Print
Advertising
Broadcast
Advertising
Celebrity
Advertising
ADVERTISING
Covert
Advertising
Public-service
Advertising
Surrogate
Advertising

30. How does advertising work?
Awareness
Interest
Desire
Action

31. CREATING A DEMAND OF PRODUCT
THROUGH ADVERTISEMENT

32. SALES PROMOTION

33. MEANING
“Sales promotion is a marketing technique designed to create sales for
a product over a defined period of time. The results of sales promotion
activities are measurable in terms of number of units sold”

34. OBJECTIVES OF SALES
PROMOTION
To introduce new products or services
To attract new customers
To induce existing customers to buy more
Helps the firm to remain competition
To increase sales in off-seasons
To add to the stock of the dealers

35. TYPES OF SALES PROMOTION
Consumer
Sales
Promotion
Trade

36. CONSUMER PROMOTION
Directed at ultimate consumer
Consumer oriented initiative
Main focus on sale
Variety of techniques

37. CONTEST

38. LUCKY DRAW

39. COUPONS

40. DISCOUNT & OFFER

41. SAMPLING

42. TRADE PROMOTION
Directed at wholesalers and retailers
Motivate to sell more
Create excitement about the product
Create sound relationship between company and resellers
Expand distribution
Push resellers to excel the sales

43. RETAILER’S KIT

44. TRADE INCENTIVE
7
6
VOLUME OF SALE
5
4
3
2
1
0
Qrt 1
Qrt 2
Qrt 3
TIME OF YEAR
Qrt 4

45. TRADE SHOW

46. INNOVATIONS
Antarctica Beer engaged with
Turnstile
Beer bottle served as free train
ticket during Rio carnival
Super high results- 86% growth in
volume sales and 46% drop in drink
driving

47. Chennai Express started
pre booking
Purposely added song
based on Rajni

48. Collaboration with concerts, stars and
other celebrities.
Coles a retail store brand collaborated
with One Direction a band
On purchase of selected 600 products
from Coles store customers have
chance of winning free concert passes

49. BJP is about to launch a scheme
where first 500 people to enrol
maximum people in BJP will get
opportunity to meet the Indian
Iron Man Shree Narendra Modi

50. IMORTANCE OF PUBLIC REALTION
• IT IS LOW-COST AS COMPARED TO ANY
OTHER WAY OF PUBLICITY
• IT IMPROVES THE REPUTATION OF AN
INDIVIDUAL DEPARTMENT
• IT MAINTAINS IMAGE AND REALTION WITH
PUBLIC
• IT MAINTAINS COMMUNICATION BETWEEN
ORGANISATION
• TO KNOW THE NEED AND NECESSITY OF
PUBLIC

51. IMPROVING PERSONAL PUBLIC
RELATION
MANY SUCCESSFUL PEOPLE HAVE ONE THING IN COMMON
IDENTIFY THE TOPICS YOU WISH TO SPEAK ON
TARGER AUDIENCES TO COMMUNICATE
PRACTICE TECHNIQUES
SPEAKING OPPORTUNITS TO PUBLIC
DEVELOP MEDIA INTERVIEWS
IDENTIFY ALL THE OUTLETS THAT ARE MOST
INTERESTED
• DEVELOP A REPORT WITH THE OTHER CONTENT
PROVIDERS
•
•
•
•
•
•

52. TO CREATE TRUST AMONG THE
PUBLIC
• ONE OF THE MOST CRITICAL THING IN MARKETING
• TO BUILD THE TRUST MOST IMPORTANT THING TO BE
DONE ARE
• ONE MUST BE THOUGHTFUL
• COHERENT
• PROACTIVE WITH PUBLIC RELATION CAMPAIGN

53. ULTIMATE AIMS OF PUBLIC RELATIONS
• TO DEVELOP A FAVORABLE PUBLIC IMAGE
• TO CREATE RELATIONSHIP AND
COMMUNICATION
• WITH CUSTOMERS, SUPPLIERS, MEDIA, SOCIETY
• SHAREHOLDHERS, MEDIA, EMPLOYEE AND
VARIOUS SECTION

55. CONCLUSION
After doing this project we have learned that Marketing is indeed an
innovative art as it has so much of room to put in innovative ideas and
think of creative ways to achieve the goals. Marketing is not like other
departments of an organisation where you need to work in same old
fashion, rather it promotes change and new ideas.
We have studied the part and parcel of Marketing such as
Brand, Public relation, Sales promotion, etc. It was amazing to know
how Marketing plays an important role in any corporate institution.
We hope that we have served the topic well