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MARKETING
Management An internship Under Guidance of Prof. Sameer Mathur
SAMEER MATHUR Marketing Professor, IIM Lucknow
Ph.D. (Carnegie Mellon University)
MS (University of Illionois at Urbana Champaign)
B Tech (IIT Roorkee)
Why study
marketing?
Marketing is the fastest growing
industry.
You’ll learn what makes a business or product tick.
It will stimulate your lateral thinking
and creativity.
This presentation will help you learn
management under specific
conditions.
Hence, improving
Marketing management enhances your job search
conversion to employment success rate.
Hence, giving you a
competitive advantage.
is communicating the value of a product,
service or brand to customers, for the
purpose of promoting or selling that
product, service or brand.
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In simple words,
Marketing is about identifying and meeting human
and social needs.
‘Meeting needs profitability’
What is marketing
management?
It is the art and science of choosing target
markets and getting, keeping, and growing
customers through creating, delivering and
communicating superior customer value.
In today’s world, Competition has grown rapidly.
Hence making it difficult for the
marketers to a build a strong brand.
How to build a strong brand?
Many market researchers have analyzed
the marketing strategies of successful
brands and they find innovation a
important factor
Innovation
is the key to a
successful brand.
Historically, market research
was product – rather than
customer centric.
Marketers asked about
attitudes and behaviors
relevant to their brands.
More recently, we have seen
the rise of ethnographic
research to help them
understand how both a brand
and its wider product category
fit into people’s lives
What take this a step
further by providing
powerful new ways to
explore consumer’s lives and opinions is..
Social Media
Marketing is main focus for
marketers.
It helps them to gain
valuable customer opinions
and needs and wants
through social media
networks such as facebook,
twitter, blogs and
discussion forums.
4 fundamental
that successful
brands share
1. They offer and communicate a clear,
relevant customer promise.
2. They build trust by delivering on that
promise.
3.They drive the market by continually improving the promise.
4. They seek further advantage by
Innovating beyond the familiar.
For
Example In real world,
Their offerings and promises
are clear and connected to
consumers directly through
their advertisements on
televisions and in newspapers.
Samsung keeps on improving
its product and thinking beyond
the familiar.
https://www.youtube.com/watch?v=kvDOosa8PEo
The next video shows how
social media helped KFC India
to boost their sales
Marketing management helps
marketers in order to achieve their
targets of creating a successful
brand.
HOW?
1.
Developing
Marketing
Strategies and
Plans
Brand must identify its
potential long-run
opportunities, given its
market experience and core
competencies.
Business Unit Strategic-
Planning Process
2. Assessing
Market
Opportunities and
Customer Value
Marketers should build a
scanning mechanism to spot
profitable market opportunities
by closely monitoring its
marketing environment so it
can continually assess market
potential and forecast demand.
Marketers should research their competitors
through Internet
1. Independent customer goods and
service review forums
2. Customer Complaint site
3. Public blogs
4. Combo sites offering customer review
and expert opinions
Create best value for its chosen target
market and develop strong, profitable
and long-term relationship with
customers.
3.
Choosing
Value
Market should be divided into major
market segments, evaluate each one, and
target those it can provide the best value.
4 bases of segmenting markets.
1.Geographic: location
2.Demographic: age, gender, income
3.Psychographic: personality traits,
lifestyle, values
4.Behaviorial: needs and benefits,
usage
Marketers should pay close
attention to competitors,
anticipating their moves and
knowing how to react quickly and
decisively
4.
Designing
Value
At the heart of the marketing program is
the
the firm’s tangible offering to the market, which includes the product
quality, design, features and packaging.
Efficient management of product
line and mix
Companies should provide
services such as leasing,
delivery, repair, and training
as part of its product
offerings.
A critical marketing
decision relates to price.
Its price should match
well with the offer’s perceived value.
5.
Delivering
Value
Marketers should properly deliver to the
target market the value embodied in its
products and services.
Channel activities include those the
company undertakes to make the
product accessible and available to
target consumers.
Consumer and Industrial Marketing
Channels
A company must identify,
recruit and link various
marketing facilitators to supply
its products and services
efficiently to the target market.
6.
Communicating
Value
Company should
adequately communicate
to the target market the
value embodied by its
products and services.
Steps in Developing
Effective Communications
Company should set up mass
communication programs
consisting of advertising, sales
promotion, events and public
relations.
Five M’s of Advertising
Company can
communicate through
social media i.e.online
communities and forums,
social networks and
other social media tools.
7.
Sustaining
Growth and Value
Marketer should initiate
new product
development, testing, and
launching as part of its
long term view.
The strategy should take into
account changing global
opportunities and
challenges.
Marketers must build a marketing
organization capable of implementing
the marketing plan.
This all 7 stages of marketing
comes into play if you have an idea
to implement.
And if you have a
idea, you need to
present it and
introduce it to the
world.
Your way of presenting your idea to
the world has to be interesting so
that the world listens to you.
You should be able to influence
everyone.
PRESENTATION .
Points to be remembered
1. Turn off your
computer
Don’t just start off with your computer. Make paper and pen your friends for
some time, jot down your ideas
and then implement it
2. Have a killer title and opening slide
Don’t be afraid of using bold and big fonts as title.
Attract audience through
your opening slide.
3. Use a color scheme
Use colors from popular
websites and magazines.
Pick popular color palette
Colorlovers.com
4. Use stunning images
Deliver a bigger punch just with
your visuals.
Use strong visuals to relate to your
slide content.
Royalty free Screenshots
Creative commons
5.Get your text right
Keep your info. Less.
Never use more than 2-3 fonts
6. Story telling
Tell the audience
relevant stories and
examples to help them
relate your idea
7. Confidence
So think with an
open mind and
make something
innovative.
Think,
Design
and
Implement it.
Its time to be a
Champion…
These slides were created by Ankit Kumar (IITD), as
part of an internship done under the guidance of Prof.
Sameer Mathur (www.IIMInternship.com)
