1. Marketing & Organizational Management Issues in SSE
RAKSHIK SAHRMA NIS Academy 2007-2010 1
2. INTRODUCTION extensive potential market, still the SSEs in
India are unwilling towards adopting new concentrated marketing
strategies. 2
3. MARKETING CONCEPTS IN SSE MARKETING CONCEPTS IN SSE
Traditional Marketing Concept Modern Marketing Concept 3
4. Characteristics of traditional concept Product oriented
Appropriate in sellers market Stresses upon selling Overlooks
social responsibility & after sales services 4
5. Characteristics of modern concept Customer oriented
Marketing research Integrated marketing 5
7. MARKETING PROBLEMS OF SSEs Cut-throat competition Late
adoption of market trends Limited resources Less turnover Lack of
sales promotion Weak bargaining power 7
8. MARKETING INFORMATION Large scale enterprise collect
information through continuous Marketing Research. Small scale
enterprise use personal contacts & other informal methods for
info collection. 8
9. Sources for MI collection Secondary primary 9
10. SECONDARY SOURCES Press Govt. publications Publications of
financial institutions Foreign govt. & international agencies
Publications of trade organization Private concerns & Research
institutions 10
11. PRIMARY SOURCES Customers Dealers Sales person 11
12. MARKET ASSESMENNT It involves two steps- target market
forecasting of demand 12
13. DEMAND FORECASTING METHODS Survey method Statistical method
Leading indicator model 13
14. MARKET SEGMENTATION The division of a market into different
homogeneous groups of consumers is known as market segmentation.
14
16. MARKETING MIX 7ps (product,place,price,promotion,physical
evidence, process, people) are the variables that marketing
managers can control in order to best satisfy customers in the
target market. 16
20. Industrial goods Raw materials Accessory equipment
Installation Operating supplies Fabricated material and parts
20
21. BRAND A brand is a product, service, or concept that is
publicly distinguished from other products, services, or concepts
so that it can be easily communicated and usually marketed. 21
22. Do they look familiar ? 22
23. Brand Name The name. Coca Cola, adidas, Ford, FedEx.
23
24. Brand Identity The logo. The colours. The
interiors/architecture. 24
25. Branding [or Brand Building] Everything that reflects
positively on the brand. 25
26. Brand Equity Retained, positive thoughts. Building brand
equity is a process, not an event. Good product Good action 26
27. Brand Position Glossary of terms What the brand stands for.
27
28. Brand Positioning The promisebrand. brand in the language
of the of the - For life. - Just do it. 28
29. BENEFITS OF BRANDING Memorability Loyalty Familiarity
Premium image Extensions Greater company equity Lower marketing
expenses For consumers, less risk 29
30. PACKAGING Packaging refers to wrapping crafting, filling or
compressing of products to protect them from spoilage, pilferage
,breakage, leakage, etc. 30
31. WHY PACKAGING ? Physical protection Barrier protection
Containment or agglomeration Information transmission Marketing
Security Convenience 31
32. Various household packaging types for foods 32
37. ENTREPRENEURSHIP & SBM Selection of channel of
distribution depends upon- nature of product Nature of market
Nature of the firm Nature of the middlemen 37
