2. syllabus
• Introduction to marketing- Meaning-Definition-
concept of branding- concept of added value. Key
players and markets- marketer, suppliers and vendors,
distributors and retailers, types of markets. Marketing
process- marketing research, Strategic research
process – Evaluative research process – Message
Development research – Strategic planning – The
Advertising Plan. Key strategic decisions-
Segmentation, Targeting, Positioning strategy of
tourism product. Marketing Mix strategies- product,
distribution, pricing, marketing communication and
personal sales, marketing strategy evaluation
3. Marketing?
• “A social and managerial process by which
individuals and groups obtainwhat they need
and want through creating and exchanging
products and value with others”
- Philip Kotler
It is the way a product is designed, tested,
produced, branded, packaged, priced,
distributed and promoted.
4. Why markets were created?
Scarcity of raw materials, specialisation of
labour and consumption satisfaction.
Marketing concept?
An approach that suggests marketing should
focus first on identifying customers needs and
wants than finding ways to sell products.
5. Two steps in marketing concepts
1. Determine the needs and wants
2. Create solutions (develop,
manufacture,market and servive goods)
Both steps are used in advertising planning through
consumer research and understanding consumer
decision making
9. What does marketing offer?
• Products
• Services
• Information
• Experiences and events
10. Examples ======
Persons – celebrities, models, film stars,
cricketers, bussinessmen, politicians ,,….
States and countries (tourism)
Organisations (before issue of shares, building
public image)
Information --- news channels, Microsoft Encarta
(an encyclopedia)
Ideas --- enhancing sociability after use of a
product (Lux, fairever)
Experiences and events – recreation and
enjoyment (theme park, exhibitions, trade
shows)
11. Types of markets
1. Consumer markets
2. Bussiness markets
3. Institutional (non profit) markets (schools,religious
and charitable orgns)
4. Govt markets – PWD, irrigation, defense,…
5. Global - pepsi, coke, HP, P&G,…
6. Meta markets – offers a cluster of complimentary
products/ closely related products – normally
available through different company/ industry.
Making available through single source.
e bay --- for buying a new/ used car – from magazines
ads … insurance, financing, mechanics,…..to service
centres
13. Marketing research process
• Choose a problem
• Review the literature
• Evaluate the literature
• State the research question or hypothesis
• Select the research approach
• Determine how the variables are going to be measured
• Select a sample
• Select a data collection method
• Collect and code the data
• Analyze and interpret the data
• Write the report
• Disseminate the report
14. Strategic research process
1. Understanding Consumers
• Most successful products and brands start with a focus on
consumers., who will decide the ultimate success or failure of
any market introduction. Just "know your customer" means
more than just gathering data. It means recognizing customers
as a dynamic, evolving force. It means developing a "gut feel"
that helps you think like they do, that helps you anticipate
how they'll change and how they'll stay the same. One can't
constantly be testing at every decision point, so companies
have to learn to think like they think.
There are many approaches to understanding consumers. The
best offer a "real world" perspective, focusing on people's
behaviors, attitudes and environments.
15. Strategic research process (contd)
2.Investigating market
• Fully understanding a key topic or market is an
excellent way to start a project. These investigations
can provide fundamental knowledge about
opportunities prior to investing significant time and
money in product development. Market mapping,
demand estimation and feasibility studies are
essential. The shared learning and guidelines from
these investigations can establish a common language
and viewpoint particularly important for collaboration
and team building.
16. Strategic research process (contd)
3. Developing concept
• There are millions of good ideas that are developed
into thousands of products and services every year.
Most of them fail, miserably. Many of them could
succeed if they just got the details right. But, in an
effort to get to market quickly or to conserve money,
product developers often skip research or do only
cursory studies with a few consumers. Product
development research can be very efficient and very
cost effective, particularly when you compare it to the
cost of failure.
17. Strategic research process (contd)
• In an ever-dynamic market what success takes
is more than a good idea. It requires the
development of a strong, unique personality
that grabs attention and motivates customers.
It requires the right mix of features and
benefits and the right balance of price and
value.
18. Strategic research process (contd)
for development / growth of a product/ service
• Refining product/ service
• Positioning
• Naming
• Visual identity
• Communication
• Packaging
• Advertising
• Merchandising
• Relationship
19. Advertising plan?
• Detailed outline of a firm's or
a product's advertising campaign which shows
what are the advertising objectives, how they
will be achieved, and
what commitment of resources is required.
20. How to do an advertising plan?
1. Create or review your business plan. marketing objectives, along
with financial, website support and a calendar of company
objectives. Review your broader marketing timeline and goals for
marketing team.
2. Review your marketing plan. The marketing plan takes into
account all modes of business strategy to increase sales,
3. Create an advertising strategy
i. Increase awareness of a new product
ii. Reach new demographic
iii. Increase market share
iv. Increase brand awareness
v. Slow downward trend in sales
4. Propose your advertising strategy to your advertising agency or
department
5. Establish the duration of the plan and the budget
21. Mass marketing?
• Offering same product and marketing mix to
all consumers.
• Henry Ford” in any colour they wanted, as
long as it was black”
• Coca cola – initially sold in bottles of same
size.
• Useful when all consumers are alike.
22. Segmentation
• “Process of dividing markets into various sub
groups, with distinct needs, characteristics
and behaviour, who might require separate
products or marketing mixes”
- Philip Kotler
23. Targeting
• Target market – consists of buyers of a set of
buyers who share common needs or
characteristics.
• It’s done in 4 levels
24. • 4 levels of target marketing:
1.Mass /undifferentiated marketing (coca cola,
Ford’s ‘T’ model)
2.Segment/ differentiated marketing (hope for
higher sales and stronger position in each
segment) GM – “A car for every purse, purpose and
personality”. Nike shoes - - for running, golf, cycling ,
basketball. P&G - - 8 brands of laundry detergents.
25. 3.Niche/ concentrated marketing (small but
profitable market segment).
Features :
i. A narrowly defined customer group looking for
distinctive set of benefits.
ii. Identified into dividing sub segments.
iii. premium pricing
iv. Not likely to attract competitors
v. Economies of scale through specialisation
vi. Good profitability and growth potential.
(Shahnaz Hussain’s cosmetic herbal products,) (Logitech – mouse for
left and right handed people, optical, cordless and 3D mouse,,,)
26. • 4. Micro/local/individual marketing
• Practice of tailoring products and marketing
programmes to suit the needs of specific
individuals and locations or stores.
• One to one marketing/ customised marketing
• Mass customisation – a process through which
companies interact on one to one basis with
customers. (dell computers, Levi – Strauss
jeans (Levi Original Spin)
27. Positioning
• ‘The results of your campaign depend less on
how we write your advertising, than how your
product is positioned’
---- David Ogilvy
Position is a perception it brings about in the
minds of the target customer reflecting it’s
functional / non functional benefits in the
minds of customer
28. Positioning … contd
• Better to be first than late ::::::: McDonalds,
ThumsUp, Amul, Xerox…. Still in the minds.
• If not first… create a new category by making
even a small change in marketing mix
elements. ( AIWA, AKAI, Maruthi Udyog)
• To reposition --- should know Competitors
strengths and weakenesses (Britannia - "Eat
healthy, think better!"/ Tata Nano/ Shaktiman
from Parle G)
29. Segmentation, Targeting, Positioning
strategy of tourism product
• Segmentation is the 1st step. Segment into
homogeneous clusters. Select one or more
segments to target.
• Target market is the 2nd
step. Process of evaluating
each segment’s attractiveness and selecting one
or more segments to enter, using different
marketing mix to different segments.
• Positioning 3rd
step. Arranging for a product to
occupy a clear, distinctive, desirable place relative
to competitive products.
33. Branding ?
• Branding refers to the concrete symbols (a name,
logo, slogan, design, fonts, color scheme, symbols
and sound for easy identification of the product)
• It helps to differentiate one product from
another.
• The American Marketing Association defines a
Brand as "A name, term, design, symbol or any
other feature that identifies one seller's goods
and services as distinct from those of the other
sellers".
34.
35. • The new logo cost Pepsi $1 million.
• They hired Arnell Associates to come up with it
• As a result, Pepsi had to spend millions more to
rebrand everything.
• Then Arnell’s 27 page document was leaked and
it was entitled, “Breathtaking Design Strategy.”
• It proposes that the new logo is some sort of Da
Vinci Code.
• The logo draws on Feng Shui, the Renaissance,
the earth’s Geodynamo, the theory of relativity,
and much more
36. BRAND MANAGEMENT
It is an art of creating and maintaining a brand.
"A Brand that captures your mind gains
behavior. A brand that captures your heart
gains commitment“
- Scott Talgo
37. BRAND RECOGNITION
• If a brand is widely known in the market and
minds of the consumer it is termed as Brand
Recognition.
38. ????????????? Brand!!!!!!!!
• "Why",,,,, she asked "did you put two x's in
Exxon",
• "Why ask", he asked
• "Because", she said, "I couldn't help noticing",
• "Well", he responded, "that's the answer".
40. Brand Promise
• A commitment made to prospects and customers. It
answers the question on every customer's mind
• "If I engage in a relationship with you, your product or
your company, what can I expect?"
• The answer to this question must address the big problem
solved or the compelling need fulfilled
• Companies with the clearest brand promises have the
strongest brands. And the simplest idea is often the most
powerful
• A set of differentiating promises that link a product to its
customers
44. Brand Attributes
• Include all the unique ways you deliver brand
promise.
• These comprise the feature set that describes
the customer's experience with the company.
• Common attributes might include your unique
versions of quality, customer service,
innovation and flexibility
45. Brand Personality
• Brand personality has to do with the
emotional connection people have on a
brand.
• It manifests itself in many different ways. It
can be portrayed in the pictures and visual
imagery of the brand or it can be
communicated in the "tone" or "voice" of the
communication
46. Contd……
• Often a company's brand personality matches
the customer's self-perception of their own
personality or a personality they aspire to.
• Common brand personalities include
ruggedness, sophistication, excitement,
competence or sincerity.
47. • Southwest Airlines, knows that their employees
directly reinforce their brand personality. they
hire only those people whose personalities
exactly matches a carefully defined profile:
• A commitment to customer service
• Self-motivated and energetic personality
• Team-oriented/ Ability to work equally well
alone or with others
• Sense of humor/ Positive attitude
48. • Flexibility to work in a dynamic, fast-paced
environment
• Statistically, it is easier to get into Harvard
University than it is to get a job at Southwest
Airlines. If you don't match this profile, you
don't work for Southwest -- period. Of course,
this isn't the only reason for Southwest's
phenomenal track record of success. But their
fanatical devotion to their brand personality
and the people who deliver it has played a
major role in their ability to maintain a
consistently strong brand image
49. concept of added value
• customers receive something that has value to
them.
• Added value can mean repeat customers, brand
loyalty and choosing your product over the
competition.
• Understanding the customer base and what is
important to them is key to deciding what can be
given to them that they will regard as a value.
