THIS IS A LECTURE SLIDE PREPARED BY Dr.Krishna Kumar TP , Nehru School of Management

1. MARKETING MANAGEMENT
(20MBA102)
MBA
SEMESTER 2

8. MODULE - 2
Customer Relationship Management
Segmentation, Targeting and Positioning Strategies
Competitor Strategies
BUYER BEHAVIOUR AND MARKETING ECOSYSTEM

9. BUYER BEHAVIOR is the study of how an
individual or a group of customers select and analyze a
product or service. It attempts to understand the decision
making process of a customer while selecting a product or
service out of all the myriad alternatives available in the
market. Buyer Readiness Stages.

11. BUYING BEHAVIOR MODELS

14. ORGANISATIONAL BUYING DECISION
Organisation
buying
is
the
decision-making
process
by
which
formal
organizations
establish
the
need
for
purchased
products
and
services
and
identify,
evaluate
and
choose
among
alternative
brands
and
suppliers.

16. TAPPING GLOBAL MARKET

17. SEGMENTATION, TARGETING, POSITIONING

19. MARKET SEGMENTATION is the process of dividing
a market of potential customers into groups, or segments,
based on different characteristics. The segments created are
composed of consumers who will respond similarly
to marketing strategies and who share traits such as similar
interests, needs, or locations.

22. TARGETING in marketing is a strategy that breaks a
large market into smaller segments to concentrate on a
specific group of customers within that audience. It defines a
segment of customers based on their unique characteristics
and focuses solely on serving them.
FULL MARKET COVERAGE
TARGETTING
Undifferentiated Differentiated Concentrated

23. POSITIONING is the act of designing the company’s
offering & image to occupy a distinctive place in the target
market’s mind.
POSITIONING STRATEGIES :
 Customer Service Positioning Strategy
 Convenience-Based Positioning Strategy
 Price-Based Positioning Strategy
 Quality-Based Positioning Strategy
 Differentiation Strategy
 Social Media Positioning Strategy
 Other Positioning Strategies

24. A competitor analysis, also referred to as a competitive
analysis, is the process of identifying competitors in your industry and
researching their different marketing strategies. You can use this
information as a point of comparison to identify your company's
strengths and weaknesses relative to each competitor.
COMPETITOR ANALYSIS

26. COMPETITIVE MARKET STRATEGIES
Differentiation

33. Customer relationship management (CRM) refers to the
principles, practices, and guidelines that an organization
follows when interacting with its customers.
CRM STRATEGIES
CRM Software
CRM Cloud Solutions
CRM Human Management and Artificial Intelligence
LATEST TREND
CRM VALUE
CHAIN MODEL

34. CUSTOMER LIFETIME VALUE
A customer’s lifetime value (LTV) is the average amount
of money they will spend with your brand over specific time.
The longer a customer continues to purchase from you,
the higher their LTV will be. Naturally, your most valuable
customers are the ones who make frequent, high-value
purchases.
Understanding lifetime value means considering the
future potential of each customer beyond the first sale.
Life time value =
Average
Customer
Life Time
Average
Purchase over a
specified period
of time
% Margin
x x

35. VALUES 6 SHIRTS TO 1 CUSTOMER 6 SHIRTS TO 6 CUSTOMERS
ACQUISITION COSTS 20 * 1 = 20 20 * 6 = 120
REVENUE 6 * 30 = 180 6 * 30 = 180
PROFIT 180 – 20 = 160 180 – 120 = 60
Educational App – Rs.100/- per Month
Average Customer Subsribe for 24 Months
Average Margin 60%
Lifetime value = 24 * 100 * .60 = 1,440
Lifetime value is important because it helps you
understand how much revenue you can expect one
customer to generate, and how profitable your
customer acquisition is.

36. LOYALTY PROGRAMS
The way to increase customer
lifetime value is : Give customers
a reason to spend more…..a reason to
increase the frequency of visit and
purchase
Increase how much they spend
Increase how often they buy
VIP Programs & Frequent Shopper Rewards
Flash Sales & Special Event Incentives
Customer Referral Programs
PROGRAMS

37. ASSIGNMENTS
SEMINAR TOPICS
GG - 1
GG - 2
GG - 3
GG - 4
1.

38. END OF 2nd MODULE