0000001520-session 9 marketing1 - wrap up

8/11/2019 0000001520-Session 9 Marketing1 - Wrap Up

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Marketing - 1

A Wrap up


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How do I prepare for my Finals?

Kotler Learn Service Marketing, Brand

and Brand Equity, Product strategy, New

Products and IMC.

Kotler Read Kotler chapters. Study the

PPTs.

Understand concepts


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Post Mid Term

Cases : Google, Fair n Lovely, Gillette,

Whats in a Name, Dainik Bhaskar

Services Marketing

Product Strategy plc, 5 levels

New Product development

Branding strategy / Brand Equity IMC


4/20

Universal Markets Segmentation, Targeting, Postitioning


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Bases for Segmentation

Geographic

Demographic Sex, Age,

Income, Education,

Occupation, Marital status

Psychological Needs,

Personality, Perception,Learning, Attitude, Motivation

Psychographic

Life style

Socio-cultural religion,

Social class, family,

Race, community

Product Related

Ie benefits, usage & loyalty
http://www.pbase.com/image/26899062http://www.pbase.com/pradeepmn/indiahttp://www.pbase.com/scaudill/india


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The environment

Internal

Employees

EquipmentFinance

Departments

Micro

Customers Suppliers

Compet- Shareholders

itors

Other Stake holders

Macro

Political Economic

Technological Social


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Michael Porters Five Forces of Competition

Industry

Competitiveness

Intensity of

Rivalry

New

Entrants

BuyersSuppliers

Substitute

products

Threat of substitutes

Bargaining

power of

buyers

Bargaining

power of

buyers

Threat of new entrants

Differential

AdvantageCost leadership

Differentiat ion

Focus


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Competitive Strategies

Market Leader: Innovation, Fortification,

Confrontation, Harrasment.

Challenger Strategy: price discount, cheap

pricing, mini size,service, cost, advertising.

Follower Strategy : Clone, Differentiation

Nicher Strategy: Specialist


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Product Decisions

Existing product position

Improved products

New products

Extended market base Expansion of customer base

New products and extended customer base

Improved market and customer base Entirely new product for new markets-diversification

Cl ifi ti f C


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Classification of Consumer

Products


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The McGraw-Hill Companies, Inc. Companies, 1999Irwin/McGraw-Hill

Exhibit 5-8

See Page 164 Product Life Cycle

Slid e 28

Marketing

ObjectivesWean product

in market

Time

Sales

Introduction Growth Maturity De

Maximize

market share

early

Fight for

market shareMinimize

effort a nd t ime

to maintain

market

cline


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Product Management

Kotlers 5 levels or customer value

hierarchy

Product lines

Product mix

Product width

PLC Adoption of new products


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Product Mix

The assortment of product lines and individualproduct offerings that the company sells. The

right blend of product lines and products allows a

firm to maximize sales opportunities.

Product mix Width-the number of product

lines offered. ( 5 in number )

Product mix Length-the number of different

products a firm sells. (18 in number ) Product mix Depth-variations in each

product that a firm markets in its mix.Eg

Reach toothpaste, toothbrush, floss etc..


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Marketing orientation

Creating paradigm shifts

Creation of concepts create a future

Up gradation of products / services withvalue additions

Extending life cycles of products

Consumer choices with more competition Holistic marketing


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Ansoffs Matrix

Products ->

Markets

Existing New

Existing Market

Penetration (

Increase MS)

Product

development

New MarketDevelopment

Diversification


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Integrative Growth

Backward integration taking control of

supply system

Forward integration distribution and retail


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Product Place Price Promotion

Quality Channels List price Advertising

Features Retail Discount Personal

Selling

Options Coverage Allowances PR

Style Locations Credit Sales Pro

Brandname

Inventory Terms &Conditions

DirectMarketing

Packaging Transport

SizesServices

Warranties

Returns


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Marketing Strategies for PLCINTRODUCTION GROWTH MATURITY DECLINE

ProductStrategy

Place strategy

Promotion

Strategy

PricingStrategy

Limited models

Frequent

changes

More models

Frequent

changes.

Large number

of models.

Eliminate

unprofitable

models

Awareness.

Stimulate

demand.Sampling

Aggressive ads.

Stimulate

demand

Advertise.

Promote heavily

Phase out

promotion


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Developing a communication program

Market structure and players

Physical attributes & consumer benefits

How to position within a targeted segment.

Communication Problem

Value proposition & differentiation

Communication objectives

Communication concept

Phases in communication

IMC


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Common Communication PlatformsAdvertising Sales

Promotion

Public

Relations

Personal

Selling

Direct

Marketing

Print and

broadcast

ads

Contests,

games,

sweepstakes,

lotteries

Press kits Sales

presentation

Catalogs

Packaging-

outer

Premiums

and gifts

Speeches Sales

meetings

Mailings

Packaging

inserts

Sampling Seminars Incentive

programs

Telemarketin

g

Motion

pictures

Fairs and

trade shows

Annual

reports

Samples Electronic

shopping

IMC

0000001520-session 9 marketing1 - wrap up

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