Summer Internship

under Prof. Sameer Mathur

IIM Lucknowwww.iiminternship.com

Marketing : A Collective perspective

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

● Marketers are skilled at managing demand: they

seek to influence its level, timing, and composition

for goods, services, events, experiences, persons,

places, properties, organizations, information, and

ideas.

BUSINESS

NON- PROFIT

CONSUMER

GLOBAL

marketplaces

5 COMpeting concepts

There are five competing concepts under which organizations can choose to conduct their business:

PRODUCTION CONCEPT

SELLING CONCEPT

MARKETING CONCEPT

PRODUCT CONCEPT

HOLISTIC CONCEPT

FIRMS SURPASSING MARKETING EXCELLENCE

Collecting Information and Forecasting Demand

To carry out their analysis, planning,

implementation, and control responsibilities,

marketing managers need a marketing information

system (MIS). The role of the MIS is to assess the

manager's’ information needs, develop the needed

information, and distribute that information in a

timely manner.

COMPONENTS OF MIS

● Walmart is a perfect example of a company which has found opportunities by

identifying trends (directions or sequences of events that have some

momentum and durability) and megatrends (major social, economic,

political, and technological changes that have long-lasting influence).

Within the rapidly changing global trends it has very intelligently kept in mind

the demographic and natural environment, socio-cultural and economic

arena, along with technological considerations and political-legal arena.

● It has paved way for innovations keeping in mind the likes of the customer

and the changing market trends. Since it was able to mould itself according

to the changing scenarios that is why it still stands strong as the retail

giant.

competitive dynamics

From cannibalizing its own product lines and move its current systems to new technology, to being the the computer giant by beating all competitions, IBM has a long history of ups and downs. It was thrown off the market but it bounced back by changing its strategies.Today, IBM is the largest and the most profitable IT firm in the world.

Managing Retailing, Wholesaling, and Logistics

While innovative retail formats like Wills Lifestyle stores and Big Bazaar in India, international retailers like Zappos in the United States, H&M from Sweden, and Zara and Mango from Spain have thrived in recent years, others such as Subhiksha in India, Gap, Home Depot, and Kmart have faced decline. The more successful intermediaries use strategic planning, advanced information systems, and sophisticated marketing tools. They segment their markets, improve their market targeting and positioning, and aggressively pursue market expansion and diversification strategies. In this chapter, we consider marketing excellence in retailing, wholesaling, and logistics.

Spain’s ZARA has become Europe’s leading apparel retailer, with high fashion styles at reasonable prices. The company’s success lies within 4 key points:

1. Design and Production2. Logistics3. Customers4. Stores

Success comes from having complete control over all parts of its business- design, production and distribution.

The HBR Cases

CASE ONE

CASE TWO

CASE THREE

CASE ANALYSIS

SITUATIONS

PROOF AND ACTION

ALTERNATIVESHYPOTHESIS

QUESTIONS

1 2

3 5

4

Advertising’s New Medium: Human Experience

advertising should be rethought!

CONVENTIONAL DOESN’T WORK ANYMORE!

HUMAN EXPERIENCE IS A MEDIUM FOR ADVERTISING!

SOCIAL PUBLIC

PSYCHOLOGICAL TRIBAL

4 SPHERES OF HUMAN EXPERIENCE

The positive and noticeable improvement in the powerpoint

presentations is credited to the various tips given by

Jesse Desjardin Garr Reynolds

Nancy Duarte

Made by Sakshi Upadhyaya, for summer internship under Prof. Sameer Mathur, IIM Lucknow.