MARKETING“THORNS TO COMPETITION”

By

ANUSHA CHAVAN

PUBLIC RELATIONS OFFICER

FUTURE ROBO SYSTEM

MARKETING• Selling?

• Advertising?

• Promotions?

• Making products available in stores?

• Maintaining inventories?

• All of the above, plus much more!

GOODS

SERVICESEVENTSEXPERIENCES

PERSONS

PLACES

PROPERTIES

ORGANIZATIONS

INFORMATION

IDEAS

Introduction to Marketing Management

According to Philip Kotler

• 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.

5

Simple Marketing System

Industry

(a collection

of sellers)

Market

(a collection

of Buyers)

Goods/services

Money

Communication

Information

6

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 P’s –

7

The 4 Ps & 4Cs

Marketing

Mix

Product

Price Promotion

Place

Customer

Solution

Customer

Cost

Communication

Convenience

THORNS TO COMPETITIONBy Arindam Chaudhuri & Rajita Chaudhuri

ARINDAM CHAUDHURI

• An Indian economist, author and the director of IIPM Think Tank at Indian Institute of Planning and Management.(IIPM)

• National Awards.

• Rok Sako To Rok Lo

• Sanjhbatir Rupkathara

• Do Dooni Chaar.

Rajita Chaudhuri

• Dean at the Centre for Undergraduate studies at IIPM( integrated course in planning and entrepreneurship).

• Her expertise lies in expert knowledge in management strategy and business professionalism.

What this book is really about…

• This book is an irrelevant look at the COMPETING and WINNING at the market place.

• This book has a set of examples of huge brands fighting it out to get the #1 place in the market.

T-H-O-R-N-S

T-Target It Right• Success - right market

• Be aggressive- logical advertisement .

• Precise targeting has to keep cultures , values and religions in mind.

• Segment- Trend

H-HIT WHERE IT HURTS(THE COMPETITION)

• Comparative Advertising – The competitor’s weakness should be your biggest strength.

• “EXPENSIVE BAS***DS”!!.. British Airways–Ryanair

O-OBSESS

• No success without risk.

• Targeted audience be obsessed with the product.

• BRAND LOYALTY.

R-Reinvent it(The Product)

• “A great product means nothing. Reinventing it according to the market is the key”

• Did you know: 47% of the market PIONEERS fail.

• KEY: changing and reinventing branding strategies.

N-Nail it(The Message)

• Excellent Product- find a corner in the people’s mind, the product won’t find a long term success.

• REACH-> “CONNECT”.

S-Sell it(Ethically)

• A great sales is the driving force.

• Selling-High pressure.

• Unethical

• T-Target it right

• H-Hit where it hurts

• O-Obsess about them

• R-Reinvent it

• N-Nail itThese are the six tactics that Mr and Mrs.Chaudhuri

have devised that according to them are the mantra for SUCCESS.

Conclusion

THANK

YOU