- 1.Marketing Management Indira Institute of Business Management
Dilip M. Sarwate Professor Emeritus & Certified Management
Consultant
2. FMCG Marketing 3. Difference between consumer &
industrial marketing
- Number of customers are small, large buyers
- Geographical concentration
- Buying operations- close supplier relationship
- Difference in marketing mix
December 9, 2009 Dilip M. Sarwate Ph.D. 4. Understanding the
Markets
December 9, 2009 Dilip M. Sarwate Ph.D. 5. Strategy
Statement
- Integrated marketing communication
December 9, 2009 Dilip M. Sarwate Ph.D. 6. Product
differentiation
- Types of products/services
- Materials of construction
December 9, 2009 Dilip M. Sarwate Ph.D. 7. Brand naming
- Short, simple and easy to remember
- Giving product features, colours, design
- Association with people, places, events
- Blanket/ separate family names
December 9, 2009 Dilip M. Sarwate Ph.D. 8. Packaging
decisions
December 9, 2009 Dilip M. Sarwate Ph.D. 9. Supply Chain
Management 10. Market Logistics decisions
- Alternatives in physical distribution
December 9, 2009 Dilip M. Sarwate Ph.D. 11. Retail Management
12. IntegratedMarketing Communication 13. Communication
decisions
- Type of products and services
- Stage in product lifecycle
- Communication budgets and allocation
- Measuring the communication effectiveness
December 9, 2009 Dilip M. Sarwate Ph.D. 14. Positioning
strategies
- Positioning with respect to product features
- Positioning with respect to benefits assured
- Positioning with respect to target customers
- Positioning with respect to usage occasion
- Positioning against another barnd
December 9, 2009 Dilip M. Sarwate Ph.D. 15. Advertising
Management 16. Advertising decisions
- The five Ms of advertising
September 2008 Dilip M. Sarwate 17. Mission
September 2008 Dilip M. Sarwate 18. Money
September 2008 Dilip M. Sarwate 19. Message
- Message evaluation and selection
- Social, ethical and legal issues
September 2008 Dilip M. Sarwate 20. Message Generation
September 2008 Dilip M. Sarwate 21. Message execution
September 2008 Dilip M. Sarwate 22. Creativity for headlines
- 1-2-3 ways of doing things
September 2008 Dilip M. Sarwate 23. Format
September 2008 Dilip M. Sarwate 24. Advertising campaign
- Approximate budgets allocated
September 2008 Dilip M. Sarwate 25. Advertising
campaign(cont.)
- Attributes expected by consumers, dealers and others
- Buyer behavior (preferences, place, time, frequency,
influencers)
- Brand weight ages as perceived by target customers
- Response to invitation and incentives
September 2008 Dilip M. Sarwate 26. Advertising campaign
(cont.)
- 3. Advertising preparation
- Selection of major appeal and overall theme
- Planning of creative work, message design, copy, storyboard,
layout, illustration
- Planning production for print, audio and audio-visual
media
- Media planning and allocation
- Budgeting for all activities
- Scheduling and placement of ads in different media
- Collateral material ( brochures, packaging, label &
others)
September 2008 Dilip M. Sarwate 27. Advertising
campaign(cont.)
- Composition of the team ( account director, executive, creative
director, copy writer, media manager and others)
- Coordination with client and approval
- Pre-testing (opinion research, portfolio test, laboratory
test)
September 2008 Dilip M. Sarwate 28. Advertising
campaign(cont.)
- Release of advertisements
- Receiving the bills from media
September 2008 Dilip M. Sarwate 29. Advertising campaign
(cont.)
- Co-relation with sales force
September 2008 Dilip M. Sarwate 30. Copy writing
- Copy is heart, blood and intellect of an advertisement
- Refers to words and basic idea, depends on media
- Creative process is difficult to teach
- Creative process is difficult to computerize
September 2008 Dilip M. Sarwate 31. Copy writing(cont.)
- Build interest, what the product will do for the prospect
- Urge action to get the benefit now
September 2008 Dilip M. Sarwate 32. Copy writing(cont.)
- Copy writer requires following characteristics
September 2008 Dilip M. Sarwate 33. Copy writing(cont.)
- Write the spoken words for the ear and not to the eye
September 2008 Dilip M. Sarwate 34. Copy writing(cont.)
- Write as if to one person
- Talk to the listener as You
- Be specific and not vague
- Be natural, make it conversational
- Be different, Show originality
September 2008 Dilip M. Sarwate 35. Measurement
- Pre testing:Opinion research, portfolio test, laboratory
tests
- Post testing:Recognition test, recall test (Aided/Unaided)
September 2008 Dilip M. Sarwate 36. Media Management
- What is a Media? It is a Channel of Communication.
- Media habits of target customers
September 2008 Dilip M. Sarwate 37. Media
- Reach, frequency and impact
- Geographical media allocation
September 2008 Dilip M. Sarwate 38. Thank you