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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
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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/india8/11/2019 0000001520-Session 9 Marketing1 - Wrap Up
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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