Marketing & Organizational Management Issues In Sse
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- 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
- 6. Flow- marketing concept Identification-TARGET MARKET
Formation-MARKETING STRATEGY Integration OF ACTIVITIES -GOAL
ATTAINMENT Evaluation-CUSTOMER SATISFACTION 6
- 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
- 15. BASES OF SEGMENTATION Geographic Demographic Education
Socio-economic variables Psychological variables 15
- 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
- 17. MARKETING MIX 17
- 18. PRODUCT MIX TYPES OF PRODUCT Consumer goods Industrial
goods 18
- 19. Consumer goods Convenience goods Shopping goods Spatiality
goods 19
- 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
- 33. PRICING 33
- 34. PRICING POLICIES Skimming price policy Penetrating price
policy Price discrimination Resale price maintenance 34
- 35. PRICING PRACTICES Cost plus pricing Marginal cost pricing
Market rate pricing Loss leader pricing Price lining Price
leadership Administered pricing 35
- 36. CHANNELS OF DISTRIBUTION 36
- 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
- 38. 38