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Micro Marketing

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Micro Marketing

  1. 1. Prof Prashant Kumar Gupta Jain College Of MBA & MCA
  2. 2. Mass Marketing  Seller engages in mass production  There is mass distribution  Mass promotion to all buyers  It creates large potential market  This leads to low cost and high margin  But these days rising prices of advertisement and distribution is making it difficult
  3. 3. Micro-Marketing Segment Marketing Customerisation Micro Marketing Local Marketing Niche Marketing
  4. 4. Micro Marketing :Segment Marketing Market Segment consists of consumers who share similar Key Benefits:- set of needs and wants • Better design of the product • Better price Sector and segment are different, for •eg:Better Indian middle class is a sector Young delivery of product or service • Better marketing activities  Segment is identified not created
  5. 5. Defining Market Segments Homogeneous Preference • Roughly same preference • No natural segments Diffused Preference • Preference may be scattered • Several brands exist Clustered Preference • Distinct preferences • Natural market segments exist
  6. 6. Micro Marketing :Niche Marketing Narrowly defined customer group seeking a distinctive mix Companies in niche of benefits marketing:- • Are found in stable market • Family owned or segments into  Identified by dividingclosely held sub segments • Long Lived  Customer in niche has a distinctive set of needs • Offer superior performance • and is ready to Servicepremium for it. Responsive pay a • Punctual delivery  Niche is usually small and attracts only a few • Customer Cream focused on cracked heels  Eg: Crack SR Intimacy
  7. 7. Micro Marketing :Local Marketing  Serving to tailored needs and wants of local customer groups( trading areas, neighbourhood, individual stores, etc.)  Local Marketing reflects a growing trend called grassroots marketing where marketing activities are focused on getting close to individual customers. Eg: Nike sponsors local school sports teams
  8. 8. Micro Marketing :Customerisation  One-To-One Marketing  Companies allow individuals to customise their products  Major advantage is that no information is required about the customer  However product may be hard to repair and may cost more.
  9. 9. THANK YOU…!