- 1. PRESENTEDBY: SIDDHARTH ARORA SIDDHARTH YERRAM CHINMAY
PATNAYAK RAMPRASAATH RSVARUNCHAPPIDIVIMARSH SRIVATSAVANKIT
TENDULKAR G.CHETHN KRISHNA
2. What is Marketing??
- Making products available in stores?
- All ofthe above, plus much more!
3. Marketing
- Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods,
services to create exchanges that satisfy individual and
organizational goals
- -American Marketing Association
4. Marketing
- Marketing is the sum of all activities that take you to a sales
outlet. After that sales takes over.
- Marketing is all about creating a pull, sales is all about
push.
- Marketing is all about managing the four Ps & Cs
5. The 4 Ps &4Cs Customer Solution Customer Friendly
Communication Convenience 6. Marketing Management
- Marketing managementis theart and science of choosing target
markets and getting, keeping, and growing customers through
creating, delivering, and communicating superior customer
value.
7. Simple Marketing System Goods/services Money Information
Industry (a collectionof sellers) Market (a collectionof Buyers)
Communication 8. Difference Between - Sales & Marketing ? Sales
trying to get the customer buy what the company produces Marketing
trying to create the product space in the customers mind. 9. Scope
What do we market
10. Core Concepts of Marketing Needs, wants demands Markets
Marketing & Marketers Utility, Value & Satisfaction
Xchange, Transaction Relationships Products 11. In order to
understand Marketing let us begin withtheMarketing Triangle
Customers Competition Company 12. A company is a form of business
organization . It is an associationor collection of individual real
persons and/or other companies, who each provide some form
ofcapital. For e.g. : TATA GROUP OF COMPANIES COMPANY 13. Customer
Anyone who is in the market looking at a product / service for
acquisition, use or consumption thatsatisfiesa want or a need
14.
- CUSTOMER has needs, wants, demands and desires
- Understanding these needs is starting point of the entire
marketing
- These needs, wants arise within a framework or an
ecosystem
- Understanding both the needs and the ecosystem is the starting
point of a long term relationship
15. How Do Consumers Choose Among Products & Services?
- Value- the value or benefits the customers gain from using the
product versus the cost of obtaining the product.
- Satisfaction- Based on a comparison of performance and
expectations.
-
- Performance>Expectations=>Satisfaction
-
- Performance < Expectations=>Dissatisfaction
16. Customers - Problem Solution
- As a priority , we must bring to our customers WHATTHEY
NEED
- We must be in a position toUNDERSTAND their problems
- Or in a new situationto give them a chance toAVOIDthe
problems
17. A nalysisOfCompetition
- Whatare their strengths and weaknesses?
- Whathave been their strategies?
- Howare they likely to respond to your Marketing plan?
18. Strategic Marketing
- Strategic marketing management is concerned with how we will
create value for the customer
-
- What is the organizations main activity at a particular time?
Customer Value
-
- What are its primary goals and how will these be achieved? how
will this valuebedelivered
19.
- Strategic Planningis the managerial process of creating and
maintaining a fit between the organizations objectives and
resources and the evolving market opportunities.
- Also called Strategic Management Process
- All organizations plan strategically
- Can be both Formal or Informal
20. Business Strategic-Planning Process 21. The Marketing
Plan
- A written document that acts as a guidebook of marketing
activities for the marketing manager
22. CONTENTS ofMARKETING PLAN
- Business Mission Statement
- Situation Analysis (SWOT)
- Implementation, Evaluation and Control
23. Anything that is offered to the market for attention,
acquisition, use or consumption that satisfies a want or a
needProduct 24. Types of Products Consumer Products Industrial
Products PRODUCTS Services 25. Product Items, Lines, and Mixes
Product Item Product Line Product Mix A specific version of a
productthat can be designated as adistinct offering among an
organizations products. A group of closely-relatedproduct items.
All products that anorganization sells. 26. Product Mix
- Width how many product lines a company has
- Length how many products are there in a product line
- Depth how many variants of each product exist within a product
line
- Consistency how closely related the product lines are in end
use
27. ITC Limited Product Lines & Mix SUNFEAST :-
CONFECTIONARY PRODUCTS JOHN PLAYERS :- CLOTHING BRAND 28. CLASSMATE
:- STATIONARY PRODUCTS TOBACCOPRODUCTS FIAMA DI WILLS :- PERSONAL
CARE 29. What is a Service?Defining the Essence
- Anact or performanceoffered by one party to another
(performances are intangible, but may involveuse of physical
products)
- An economic activity thatdoes not result in ownership
- A process that creates benefits byfacilitating a desired
changein customers themselves, or their physicalpossessions, or
intangible assets
30. Some Industries - Service Sector
- Restaurants, bars, catering
- Transportation (freight and passenger)
- Wholesaling and retailing
- Professional (e.g., law, architecture, consulting)
31.
- Intangibility Services are intangible cannot be seen, tasted,
felt, heard or smelled before purchase.
- Inseparability -Services are produced and consumed
simultaneously.
- Variability or Heterogeneity Services are highly variable
- PerishabilityServices cannot be stored.
- Non Ownership -Services are rendered but there is no transfer
of title
Major Characteristic of Services 32. The Marketing Mix
- The conventional view of the marketing mix consisted of four
components (4 Ps):Product, Price, Place and Promotion .
- Generally acknowledged that this is too narrow today; now
includes ,
- P roductivity[technology ]
- Marketers today are focused on virtually all aspects of the
firms operations that have the potential to affect
therelationshipwith customers.
33. The 8Ps of Integrated Service Management vs. the Traditional
4Ps
- Place, cyberspace, and time
- Price and other user outlays
34. The Give and Get of Marketing 35. Stages of Customer
Interaction 36. Are companies trulymarketing-savvy and customer -
centric? 37.
- Myth 1 The larger the range of products, the more
customer-centric I am.
-
- Mythbuster The range of products has
38.
- Myth 2 Better technology leads to
39.
- Myth 3Launch a product and the customer will start
- -Give a customer a card and he will learn how to play
-
- Mythbuster Customers need
40.
- Myth 4 Just advertise and - You will sell.
-
- Mythbuster Advertising will only sell,
41. Myth 5 No difference between marketing & selling
-
- Mythbuster selling is the end of the deal, marketing is the
process that promotes sales
42. Myth 6 In the absence of relationshipstrust builds financial
brands
-
- Mythbuster T rust is not a differentiator at all it is the very
minimum that the customer expects!!
43. So whatthe differentiatorbe :
44. The real differentiator ofcustomer centricity in a
commoditised world of financial products -Customer Service ! 45.
References :
- MANAGEMENT- PRINCIPLES,PROCESSES AND PRACTICES.
46.
Maa chudaye pom