1. Marketing for Managers Rubina D’Mello

2. Contents Marketing an Its Applications Marketing planning and Organisation Understanding Consumers Product Management Pricing an Promotion Strategy Distribution and Public Policy

3. Block 1 Marketing and its Applications

4. Chapter 1 Introduction to Marketing

5. The Meaning of Marketing Marketing is the performance of business activities that directs the flow of goods and services from producer to consumer or user PRODUCER Product CONSUMER Need Marketing activities

6. The Marketing Mix C Product Price Promotion Place

7. Marketing Strategy Needed to create and retain a satisfied customers Strategies STDP Strategies Marketing Mix Strategies

8. STPD Strategies Segmentation Aggregating process – A cluster of people with similar needs. A Homogeneous group of customer who will respond to a marketing mix in a similar way. Targeting Once the market segment is defined, it has to decide how many and which one to target.

9. Differentiation Product Differentiation Service Differentiation Channel Differentiation Personnel differentiation Positioning It’s a perception about your offering in the minds of the consumer.

10. Product Mix Strategies What is Product Mix Set of all products offered by an organisation to its customers Consists of Width Length Depth Consistency

11. Case Study Product-line Length Product-Mix Width BeveragesJuiceSnacks Pepsi Mountain Dew Aquafina Mirinda 7-Up Dukes Soda Dukes Mangola Slice Tropicana Orange Nature Sweet Apple Grape Pineapple Tomato Mixed Fruit Lays Cheetos Lehar Numkeens Nutyumz Kurkure Product-Mix Width and Product-Line Length for PepsiCo India

12. Strategy of Product Mix Expansion of product mix Contraction of product mix Altering existing products Positioning the product

13. Place Is concerned with all the decisions involved in the getting right product to the target market’s place. Distribution Channels – any series of firms that participate in the flow of products from producer to its final consumers. Manufactures or producer Consumer Nestle Wholesaler Retailer Wholesaler Retailer Toyota Retailer Raymond's

14. Promotion Mix Strategy Push Strategy directing communications to channel members Pull Strategy directing communications to end users Factors type of product/market buyer readiness stage product life-cycle stage

15. Pricing Strategy HIGHMEDIUMLOW HIGH 1) Premium Strategy 2) High-value strategy 3) Super-value strategy MEDIUM 4) Overcharging Strategy 5) Medium-value strategy 6) Good-value Strategy LOW 7) Rip-Off Strategy 8) False economy strategy 9) Economy Strategy PRICE QUALITY

16. Chapter 2 Marketing in a Developing Economy

17. Marketing functions performed at different levels of development

18. Relevance of Marketing in a developing economy Marketing and planned economic growth How to view the marketing effort Significance of macro and micro marketing General role of marketing Stimulates potential aggregate demand and thus enlarge the size of the market It helps in the discover of entrepreneurial talent

19. Areas of Relevance Marketing in agriculture, basic industries, mining and plantation Intermediate industrial goods Semi-industrial products Export trade & services like tourism and banking

20. The Relevance of Social Marketing 4 P’s Social Marketing planning system

21. Chapter 3 Marketing of services

22. The service sector The services sector has been growing at a rate of 8% per annum in recent years More than half of our GDP is accounted for from the services sector This sector dominates with the best jobs, best talent and best incomes

23. “ There are no such thing as service industries.There are only industries whose service components are greater or less than those of other industries. Everybody is in service.” -Theodore Levitt-

24. What is services? It is the part of the product or the full product for which the customer is willing to see value and pay for it.

25. Growing Importance of Services Economic well being increases the demand of services Changing lifestyle Complexity of the product

26. Characteristics of Services Intangibility Perishability Inseparability Variability Client relationships Right of owner-ship

27. Intangibility Hard to grasp, concept is abstract Dramatization often necessary for concept Hard to separate the service provider and the service

28. Perishability Services cannot be stored or held in inventory. If not used when available, they “go to waste”.

29. Inseparability Outlet accessibility can limit the area covered by the service. Image is important: Image affects the perception of the service.

30. Variability Service quality tends to vary considerably. Haircut from your hair dresser vs. “Javed Habib”

31. Client Relationships Relationships between service organizations and customers are often close Potential for loyalty longterm

32. Right of owner-ship It is not taken to the service, we merely experience it. e.g. Services of a doctor, lawyer, teacher, mechanic, etc..

33. Difference between physical goods and services Physical goodsServices tangibleintangible homogeneousheterogeneous Production and distribution are separated from consumption Production, distribution and consumption are simultaneous processes A thingAn activity or process Core value processed in factoryCore value produced in the buyer- seller interaction Customers do not participate in the production process Customers participate in production Can be kept in stockCannot be kept in stock Transfer of ownershipNo transfer of ownership

34. SERVICES MARKETING MIX Product Place Prize Promotion People Physical Evidence Process

35. In services, the last experience remains uppermost in your mind. Therefore, it is not enough to be good, you have to be consistently good

36. Service quality is directly proportional to employee satisfaction

37. Block 2 Marketing Planning and Organisation

38. Chapter 4 Planning Marketing Mix

39. The Elements of Marketing Mix Product activities Quality, features, style, brand name, packaging, sizes, services, warranties, returns Pricing activities Target customers, cost, competition, the law, social responsibility Promotional activities Advertising, personal selling, sales promotion, publicity and public relations Place or Distribution related activities Physical distribution Transportation, warehosuing and storage, Order processing, Inventory control, Location Channels of distribution

40. The Place of the Marketing Mix in Marketing planning Current Marketing Situation Identification of Problems and Opportunities Defining Objectives Designing the Marketing Strategy Developing the marketing programme

41. The Relationship between Marketing Mix and Marketing Strategy The concept of Optimum Marketing Mix

42. Marketing Mix and some specific Situation New product development and marketing mix Product life cycle and marketing mix Role of Advertising in marketing mix Role of price in marketing mix

43. The Product Life Cycle

44. Chapter 5 Market Segmentation

45. The Concept of Market In respect of the network of institutions like wholesalers and brokers dealing in a product To refer to the nature of demand for the product, as when we speak of the market for soap

46. The concept of segmentation Relationship of a segment to a market Market Segmentation versus product development Benefits and doubts about segmentation What is grouped in forming segments What, how, where, when, why, who

47. Bases for Segmentation Occasions, Benefits, Uses, or Attitudes Behavioral Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Income... Lifestyle or Personality Psychographic Geographic Region, City or Metro Size, Density, Climate

48. Segmenting Business Markets…Contd. Bases for Segmenting Business Markets Bases for Segmenting Business Markets Demographics Personal Characteristics Situational Factors Operating Characteristics Purchasing Approaches

49. How is the basis for segmentation selected? Methods that companies use Logical division Perceptual mapping technique Considerations in using perceptual maps

50. Selection of Segments General factors Company trust Size & growth potential Investment needed Profitability Risk Competition Specific Segmentation factors Segment durability Mobility Visibility accessibility

51. Chapter 6 Marketing Organisation

52. Principles of Designing an Organisation Specialisation Departmentalisation Standardisation Formalisation Centralisation Evaluation Structure

53. Marketing Organisation The changing role of Marketing Organisation Simple sales department Sales department with some marketing function Separate marketing department Integrated marketing department Marketing oriented organisation Considerations involved in designing the marketing organisation Statement of objective and goals of the firm Nature of the product/Line of activity Areas of operation Nature of Industry Computerisation & up-gradation of information system External environment & Government intervention.

54. Marketing Organisation Methods of designing the Marketing Organisation Functional Organisation Product Management Organisation Market Centered Organisation Organisation of Corporate Marketing No corporate marketing support Minimal corporate marketing support moderate corporate marketing Strong corporate marketing

55. Chapter 7 Marketing Research & Its Applications

56. The Context of Marketing Decisions Definition of Marketing Research Purpose of Marketing Research Scope of Marketing Research Marketing Research Procedure Problem Definition Research design Field Work Data Analysis Report presentation and implementation Marketing Research in India Problems of conducting marketing research

57. Application of Marketing Research Sales & Market Analysis Determination of market potential Determination of market share Sales forecasting Design of market segmentation studies Target market Distribution channel studies Determination of market characteristics Determination of competitive information Product Research Evaluation of new product ideas Testing for new product acceptance Evaluating the need for change in product information Testing package design Testing of product positioning

58. Application of Marketing Research Business Economics and corporate research Studies of business trends Pricing studies Diversification studies Product mix studies Plant & warehouse location studies Advertising Research Audience Measurement Determining the most cost effective media plan Copy Testing Determining advertising effectiveness Consumer behaviour research

59. Block 3 Understanding Consumers

60. Chapter 8 Determinants of Consumer Behaviour

61. Importance of consumer behaviour for marketers Types of consumers Buyers v/s Users

62. Figure 16.2 A Simple Model of Consumer Decision Making Firm’s Marketing Efforts 1. Product 2. Promotion 3. Price 4. Channels of distribution Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial sources 4. Social class 5. Subculture and culture Need Recognition Prepurchase Search Evaluation of Alternatives Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes Experience Purchase 1. Trial 2. Repeat purchase Postpurchase Evaluation Output Process Input External Influences Consumer Decision Making Postdecision Behavior

63. Problem Recognition Information search Purchasing decision Postpurchase behaviour attitudes personality motivation learningperception External Environment Individual Determinants culture family social groupsocial class subculture others Factors influencing consumer behaviour

64. Chapter 9 Models of Consumer Behaviour

65. What is a decision? Process of decision making Involvement Alternative differentiation Time pressure

66. Types of Consumer Decision Making What to buy How much to buy Where to buy When to buy How to buy

67. Levels of Consumer Decision Making Buying Roles Buying Behaviour Extensive problem solving Routinized buying behaviour Variety seeking behaviour

68. Stages in the Buyer Decision Process Identify the problem recognition Gather information about the product and brands Evaluate the alternative s and select the best possible alternative Purchase decision/ buying the product Post purchase Evaluation Post purchase use and disposal

69. Models of Buyer Behaviour Horward-Seth Model Inputs Perceptual & learning constructs Outputs Exogenous or external variable Engel-Kollat-Bloackwell Model Information processing Central control unit Decision process Environmental influences Model of family decision making Influencers Gatekeepers Deciders Preparers Buyers users Model of industrial buyer behaviour

70. Chapter 10 Indian Consumer Environment Demographic Characteristics Income and consumption characteristics Characteristics of organisational consumers Geographic characteristics Market potential Socio cultural characteristics

71. Block 4 Product Management

72. Chapter 11 Product decision and strategies

73. Product Physical goods Services Experiences Events Persons Places Properties Organizations Information Ideas Anything that can be offered to a market to satisfy a want or need

74. The fundamental service or product the customer is buying In a bank the customer is looking for security of his money Marketer has to turn core benefit into basic product Bank accounts like savings account, current account A set of attributes and conditions the buyers expect when they buy the product The bank customer would expect a cheque book, locker and other deposit products like FD, RD A product that exceeds customer expectations A bank can offer facilities like ATM/Debit cards, Telebanking, Internet Banking and also other financial services Encompasses all possible augmentation and transformations the product might undergo in future Anywhere banking, ATM sharing, CRM priority banking, portfolio management Product Levels

75. Product Mix Product mix has a certain… Width Length Depth Consistency

76. Case Study Product-line Length Product-Mix Width BeveragesJuiceSnacks Pepsi Mountain Dew Aquafina Mirinda 7-Up Dukes Soda Dukes Mangola Slice Tropicana Orange Nature Sweet Apple Grape Pineapple Tomato Mixed Fruit Lays Cheetos Lehar Numkeens Nutyumz Kurkure Product-Mix Width and Product-Line Length for PepsiCo India

77. Case Study PrintRetailEntertainmentNet The Times Group

78. The Times Group contd.. Print

79. GROUP SITES The Times Group contd.. Net

80. Entertainment

81. Retail

82. Product Line Decisions B. Product line Length a. Objectives b. Cycle 1. Line Stretching a. Down market Stretch b. Up market Stretch c. Two way stretch 2. Line Filling Just-noticeable difference 3. Line Modernization, Featuring and Pruning

83. Chapter 12 Product Life cycle and New Product Development The Product Life Cycle Concept Marketing Mix at different stages

85. StrategyIntroductionGrowthMaturityDecline 1. ObjectiveAggressive EntryMaximize ShareBoast Profits Milk Products 2. FocusNon- UsersNew SegmentsDefend Share Cut Costs 3.Customer Targets InnovatorsEarly Adopters MajorityLaggards 4.CompetitorFewGrowing NumberManyDeclining 5.Differentiated Advantage Product Performance Brand ImagePrice & ServicePrice Marketing MIXIntroductionGrowthMaturityDecline 1. ProductBasicExtension & Enhancement Differentiation & Variety Rationalize Range 2. PriceHigh Lower Stabilizing 3.PromotionHigh FallingLow 4. Advertisement Forms. AwarenessBrand Performance LoyaltySelective 5.DistributionSelectiveIntensive Rationalize

86. New Product Development Strategy Stages in new product development Ideas generation Screening of ideas Concept testing Product designing and evaluation Product testing Product launching

87. Chapter 13 Branding and packaging decison

88. Branding Definition: “A brand is a name, Term, Sign, Symbol, Brand or combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” -American Marketing Association Trademarks – legal right to the exclusive use of that name or mark

89. Challenges in Branding and decisions Branding to be or not to be.. Whether Produce Manufacturer Brands or Distributor / Private Brands Which Brand Name/s to use Whether to use Line extensions, Brand Extensions, Multi Brands, New Brands or Cobrands

90. Brand Name Features suggest something about the product’s benefits suggest the product or service category suggest concrete, “high imagery” qualities be easy to spell, pronounce, recognize, and remember be distinctive not carry poor meanings in other countries and languages A Brand name should

91. Packaging What is packaging Packaging Industry Used materials : Metals, plastics, wood, paper, glass, laminates, polysters, etc. Functions of packaging Protection, Appeal Performance Offer convenience to the end-users Cost effective Legal dimensions of packaging Statutory requirements Net weight, when packed Date of manufacture Date of expiry Directions of storage MRP Directions for use

92. Block 5 Pricing and Promotion Strategies

93. Chapter 14 Pricing policies and practices

94. Price Three variables that determine profit: Sales Volume Sales Volume Price X Cost Profit - = Price CustomerSeller Benefit

95. Determinants of Price Demand Competition

96. Setting the Price

97. Premium Strategy (Mercedes,Evian) Overcharging Strategy (Cielo) Overcharging Strategy (Cielo) Good-Value Strategy (Amul) Good-Value Strategy (Amul) Economy Strategy (Akai,OK) Economy Strategy (Akai,OK) Price HigherLower Higher Lower Quality Pricing Strategies Price-Quality Strategies

98. Survival Low Prices to Cover Variable Costs and Some Fixed Costs to Stay in Business. Current Profit Maximization Choose the Price that Produces the Maximum Current Profit, Etc. Market Share Leadership Low as Possible Prices to Become the Market Share Leader. Product Quality Leadership High Prices to Cover Higher Performance Quality and R & D. Market Skimming Initially setting up High Prices to Skim the market Corporate Pricing Objectives

99. Survival (Mobile Operators) Survival (Mobile Operators) Maximum market skimming (Nokia Handsets / Intel Micro Chips) Maximum market skimming (Nokia Handsets / Intel Micro Chips) Product-quality leadership (Maruti) Product-quality leadership (Maruti) Maximum current profit (Aiwa) Maximum current profit (Aiwa) Maximum market share (Kodak KB) Maximum market share (Kodak KB) Selecting the Price Objective

100. Estimating Cost Total Costs Sum of the Fixed and Variable Costs for a Given Level of Production Total Costs Sum of the Fixed and Variable Costs for a Given Level of Production Fixed Costs (Overhead) Costs that don’t vary with sales or production levels. Executive Salaries Rent Fixed Costs (Overhead) Costs that don’t vary with sales or production levels. Executive Salaries Rent Variable Costs Costs that do vary directly with the level of production. Raw materials Variable Costs Costs that do vary directly with the level of production. Raw materials

101. Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing Selecting a Pricing Method

102. Pricing Methods Markup price = unit cost (1-desired return on sales) Where unit cost is variable cost + (fixed cost/unit sales) Target return pricing (target ROI) = Unit cost + desired return X invested capital Unit sales Break even volume = fixed cost Price – variable cost

103. Value-based Pricing Pricing strategy reflects the beliefs and attitudes of the customer. Perceived price/quality relationship. Price is based on an understanding of the value of the product as perceived by the customer. Pricing Methods

104. Value-Based Pricing Product Cost Price Value Customers Customer Value Price Cost Product Cost-Based PricingValue-Based Pricing START

105. Going-Rate Company Sets Prices Based On What Competitors Are Charging. Sealed-Bid Company Sets Prices Based On What They Think Competitors Will Charge. Pricing Methods

106. Selecting the Final Price Psychological pricing Sometimes price is equated to quality Reference Price Influencing of other marketing-mix elements The final price must be take in to account the brands quality and advertising relative to competition Company pricing policies The Price must be consistent with company pricing policies Impact of price on other parties such as dealers and distributors

107. Marketing Management – Philip Kotler Harry Potter – J. K. Rowling Adjusting prices to account for the Geographical Location of Customers US Price  $124.67 India Price  Rs. 310 US Price  $17.99 India Price  Rs. 636 Geographical Pricing

108. Discount & Allowance Reducing Prices to Reward Customer Responses such as Paying Early or Promoting the Product. Discount & Allowance Reducing Prices to Reward Customer Responses such as Paying Early or Promoting the Product. Cash Discount Quantity Discount Functional Discount Seasonal Discount Trade-In Allowance Promotional Allowance

109. Reducing Prices to Increase Short-Run Sales Reducing Prices to Reward Customer Responses such as Paying Early or Promoting the Product. Promotional Pricing

110. Product mix Product-Mix Pricing Tactics: Product-line Pricing Optional-feature pricing Captive-product pricing Two-Part Pricing By-Product Pricing Product-Bundle Pricing

111. Optional-Product Pricing Pricing Optional or Accessory Products Sold With The Main Product i.e. Car Options such as a CD player Optional-Product Pricing Pricing Optional or Accessory Products Sold With The Main Product i.e. Car Options such as a CD player Captive-Product Pricing Pricing Products That Must Be Used Along With The Main Product e.g. Printer cartridges Captive-Product Pricing Pricing Products That Must Be Used Along With The Main Product e.g. Printer cartridges By-Product Pricing Pricing Low-Value By-Products To Get Rid of Them e.g. Sugarcane By-Product Pricing Pricing Low-Value By-Products To Get Rid of Them e.g. Sugarcane Product-Bundle Pricing Bundles Of Products Sold Together at a Reduced Price e.g. Gillete razor blades & foam Product-Bundle Pricing Bundles Of Products Sold Together at a Reduced Price e.g. Gillete razor blades & foam Product Mix Pricing Strategies Product Mix Pricing Strategies Product Mix Pricing Strategies

112. Setting Price Steps Between Product Line Items Product Line Pricing

113. Analyzing Competitors ’Cost,Prices and Offers The company needs to benchmark its costs against its competitors’cost to learn whether it is operating at a cost advantage or disadvantage. The company also needs to learn the price and quality of competitors’ offers

114. Hold Current Price; Continue to Monitor Competitor’s Price. Hold Current Price; Continue to Monitor Competitor’s Price. Reduce Price Raise Perceived Quality Raise Perceived Quality Improve Quality & Increase Price Improve Quality & Increase Price Launch Low-Price “Fighting Brand” Launch Low-Price “Fighting Brand” Has Competitor Cut Price? Has Competitor Cut Price? Will Lower Price Negatively Affect Our Market Share & Profits? Will Lower Price Negatively Affect Our Market Share & Profits? Can/ Should Effective Action be Taken? Can/ Should Effective Action be Taken? Yes No Yes Assessing & Responding to Competitor Price Changes

115. Chapter 15 Marketing Communication

116. The Communication Process

117. Marketing Communication Mix Advertising Marketing Communication Sales Promotion Public Relations Personal Selling Direct Marketing

118. The Promotion Mix Advertising Sales Promotion Special Offer Public Relations Personal Selling Direct Marketing

119. Advertising Mass Media Newspapers TV Radio Magazines Billboards  Eg : Johnson & Johnson A paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media

120.  Types of sales promotions  Coupon  Point-of-Purchase  Premium: free/ reduced-price  Trade Show  Contests & More Sales Promotion Britannia Khao World Cup Jao Consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade

121. Public Relations & Publicity Promotional tool Identify, establish, and maintain beneficial relationships between a company and its stakeholders  Benefits  Corporate visibility  Image Building  Product Information  Patni Computers  i-flex solutions

122. Personal Selling Promotional tool in which a salesperson communicates one-on-one with potential customers  JCI  Franco Indian Pharma  Advantages  Immediate response  Tailored message  Ability to measure effectiveness  Disadvantages  Relies on ability of sales rep.  Expensive per contact

123. Direct Communications with Carefully Targeted Individual Consumers to Obtain an Immediate Response Direct Marketing & Others Catalog Marketing Catalog Marketing Kiosk Marketing Kiosk Marketing Online Marketing Online Marketing Direct-Mail Marketing Direct-Mail Marketing Direct-Response TV Marketing Direct-Response TV Marketing Telemarketing Face-to-Face Selling Face-to-Face Selling  Tracmail  Rohini International

124. Push & Pull Strategy Push Policy Promoting a product only to the next institution down the marketing channel Pull Policy Promoting a product directly to consumers to develop stronger consumer demand that pulls products through the marketing channel

125. Determinants of promotion mix Type of product Determinants Target Audience Company Policy Budget Stage in the PLC Nature of market

126. Establish the Communication Budget Affordable Based on What the Company Can Afford Objective-and-Task Based on Determining Objectives & Tasks, Then Estimating Costs Objective-and-Task Based on Determining Objectives & Tasks, Then Estimating Costs Percentage of Sales Based on a Certain Percentage of Current or Forecasted Sales Percentage of Sales Based on a Certain Percentage of Current or Forecasted Sales Competitive-Parity Based on the Competitor’s Promotion Budget Competitive-Parity Based on the Competitor’s Promotion Budget After Determining Its Objectives, the Marketer Must Set the Communications Budget for Each Product and Market.

127. Factors in designing promotion mix strategies

128. Chapter 16 Advertising and Publicity How advertising works? Types of advertising Role of advertising Advertising expenditure Advertising management Setting advertising objective Developing advtg. Copy and message Selecting and scheduling media Measuring advertising effectiveness Coordinating with ad agency Publicity Use of publicity Measuring effectiveness of publicity

129. Chapter 17 Personal Selling and Sales Promotion

130. Personal Selling Role of personal Selling Types of selling jobs Merchandise deliveries Inside order-taker Outside order-taker Missionary salesperson Sales engineer Tangible product seller Intangible product seller The selling process Preparation Prospecting Preapproach Approach Sales presentation Handling objectives Closing the sale Post-sale follow-up

131. What is sales promotion? Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and or greater purchase of particular products/services by consumers or trade -Kotler “Below the line”

132. Non personal promotional effort that are designed to have immediate impact on sales Employed for a pre-determined limited period to increase consumer demand or stimulate market demand What is sales promotion?

133. Sales promotion offers an incentive to buy Encompasses everything that is outside of advertising, PR and DM Uses advertising, PR and DM to deliver the sales promotion Can be planned to increase sales over a long period and not necessarily about immediate results (privilege / mileage points)

134. Why has SP grown so much? Results ! - immediate / quick boost to sales Results over finite period of time - v/s advertising or PR Results are measurable Easy and inexpensive to implement Costs & efficiency of mass media / advertising has risen considerably

135. …. Product managers face pressure to increase sales Companies face more competition Consumers have become more deal oriented Sales Promotions work!

136. How does SP work? Consumer decision making process (except for low cost, low involvement impulse pur.) - Awareness - Information gathering - Pre purchase evaluation - decision - PURCHASE - Post purchase evaluation

137. - Awareness - Information gathering - Pre purchase evaluation - Decision - PURCHASE - Post purchase evaluation Advt / PR Per Sell SP

138. SP works because... It alters the price / value relationship that the product offers the buyer Lowers price - use of coupons, discounts Add value - value packs, extra free Everybody loves freebies Consumers have a reason to purchase the product NOW Justifies post purchase evaluation

139. Advantages Sales promotions help shape buying patterns - Annual sales Attract new audiences - trials for new products Increase sales - freebies, buy 1 get 1 free Increases profits Helps move stock / liquidate inventory Increases awareness - reach new buyers

140. Advantages Encourages the consumer to buy more than usual on a single shopping visit Reminder of product, especially when a new product / competitor is about to launch Improving TOM recall of the brand if promo is advertised in mass media Demoralise newly launched brands

141. Disadvantages Can seem like last minute panic measures and that can signal failure Can give an impression of hard sell Greed for sales - promos are often not related to the strategic elements of the brands mktg. mix Often viewed as simple reactionary techniques to increase sales and profits Dilutes brand value - discount brands

142. Sales promotion techniques Price deals Discounts Price pack deals Samples Rebates Sweepstakes/contests Frequency rewards Demos POP Trade allowances Dealer loader Trade contests POP Displays Training programs Push money / Spiffs Exhibitions

143. ‘Samsung pinning toh winning’ All India promo Aggressive use of mass media Consumer gets an assured gift on purchase of any Samsung product 100 cr worth of prizes on offer Sms 16 digit pin and the gift u get wl b sms’d 2 u. Cash in on Diwali purchases

144. ‘Phod ke dekho’ offer Consumer promotion scheme Packaged as a coconut which cons picks on purchase of a Samsung product Breaking the coconut reveals a chance to win a gift Strong consumer acceptance helped co to achieve a growth of 35% in sales over last year - same period

145. Test drive and win Tata Motors celebrated 50 years Offer to test drive any Tata car - fill a form - and lucky winners could win Prize Indica V2 Petrol Buzz / Hype / Awareness Mass media - TV / Press / DM Helped build / gather data base Buzz around Petrol

146. Some historic cases

147. Developing a Sales Promotion and Merchandising Plan Set sales promotion and merchandising objectives. What is your target audience? Establish a tentative sales promotion and merchandising budget. Select sales promotion and merchandising techniques.

148. Select media for distributing promotions. Decide on timing of sales promotions and merchandising. Pretest sales promotions and merchandising. Prepare final sales promotion and merchandising plan and budget. Measure and evaluate sales promotion and merchandising success. Developing a Sales Promotion and Merchandising Plan

149. 10 commandments of sales promos Creativity Know your target Specific objectives Know Basic techniques Simplicity Attn grabbing visuals Be clear Reinforce advertising Support brand image Coordinate with mktg Know when to break

150. Block 6 Distribution and Public Policy

151. Chapter 18 Sales Forecasting What is a sales forecast? How to prepare a sales forecast? Product sales determinants Consumer non-durable goods Consumer durable goods Industrial goods Approach to sales forecasting Breakdown approach Market build-up approach

152. Methods of forecasting Executive Judgement Surveys Time series analysis Corelation and regression methods Market tests Combining forecast and using judgement Status of forecasting method usage The evaluation of forecasts Computerised sales forecasting Relating the sales forecast to the sales budget an profit planning

153. Chapter 19 Distribution Strategy Importance of channel of distribution Alternative channels of distribution Direct selling Mercantile Agents Brokers Commission agent Merchant Middlemen Wholesalers Retailers Functions performed by retailers Services rendered by the retailers Effective coordination between wholesaler and retailers Types of retailers Department stores Co-operative stores Multiple shops or chain stores

154. Role of middlemen in Indian Economy Selecting an appropriate channel The type of product Nature and extent of the marker Existing channels for comparable products Buying habits of consumers Cost involved in distribution Physical distribution tasks Location of manufacturing facilities Location of warehouses Mode and method of transportation Inventory decisions Using external distribution agency Location of fixed facilities Specific issues relating to maintenance of stocks

155. Chapter 20 Managing Sales personnel Selling and sales management Recruitment and selection of salesmen Training of sales personnel Motivating the sales personnel Controlling the sales personnel

156. Chapter 21 Marketing and Public Policy Regulatory role of the government Role of government in marketing in developing economy Government control and marketing decision making process Impact of government control on product decision Impact of government control on pricing decision Impact of government control on promotion decision Impact of government control on channel and distribution decision

157. Chapter 22 Cyber Marketing What is cyber marketing Cyber marketing and conventional marketing Interconnectivity Interactivity Involvement Information Individualisation integrity Cyber marketing model The nature of cyber marketing Customer profiling, segmentation and targeting Product planning Branding Pricing decision Advertising and sales promotion Distribution Marketing research

158. Limitations of cyber marketing Limits of digitisation Shopping experience Security issues Internet access density Customers used to freebies Dot.com bust Attracting traffic to the internet site

159. What is internet ?? Global network of interconnected networks. Includes millions of corporate, government, organizational and private networks. Types of network forming internet Intranet Extranet Web

160. What is E- Marketing Process of growing & promoting an organization using online media Ties creative and technical aspects of internet. Creating, communicating and delivering value to customers. Managing customer relationship.

161. Objectives of Internet Marketing Create Awareness. Generate Interest. Disseminate Information. Create an Image. Create a Strong Brand.

162. Characteristics of Internet marketing Relatively Inexpensive. Wide reach. Allows research, purchase of products and services on convenience. Quick Response.

163. Differentiators from offline Marketing One-to-one vs. one-to-many approach Demographics targeting vs. behavioral targeting. Measurability. Response and immediate results.

164. Limitations of E- Marketing Dependant on technology. Rigid mindset. Virtual aspect. Security Concern. Maintenance Cost. Global competition.

165. SWOT Analysis

166. Strength Your specialist marketing expertise. A new, innovative product or service. Location of your business. Quality processes and procedures. Any other aspect of your business that adds value to your product or service.

167. Weakness Lack of marketing expertise. Undifferentiated products or services. Location of your business. Poor quality goods or services. Damaged reputation.

168. Opportunity A developing market such as the Internet. Mergers, joint ventures or strategic alliances. Moving into new market segments that offer improved profits. A new international market. A market vacated by an ineffective competitor

169. Threat A new competitor in your home market. Price wars with competitors. A competitor has a new, innovative product or service. Competitors have superior access to channels of distribution. Taxation is introduced on your product or service.

170. Hidden Benefits Tax Breaks. Low Start up Costs. Low Operating Costs. High Profit Margin. Market for little or no money. You do not need your own Product. Time Freedom. Open 24 Hours in every country.

171. 4Ps of Internet Marketing

172. Product Make sure that your product is something that is useful to your intended customers. Make sure that the product does what it says. Ensure Quality. Packaging. Brand Consistency. Good After Sales Service.

173. Price Competitive Pricing. Customers willingness to pay. Experimentation with price.

174. Place Placement on Major Search Engines. Placement of vertical search engines/ guides and local search. Placement through affiliates.

175. Promotion Promotion through display advertising. Promotion though search marketing. Promotion through socal media. Promotion through Public Relations.

176. Strategies of E -Marketing

177. 7 Dimensions to Consider Personalization. Privacy. Customer Service. Community. Site. Security. Sales Promotion.

178. Classification of E-Marketing

179. Methods of Internet Marketing Search engine marketing. Display Marketing E-mail Marketing, Affiliate Marketing Interactive Marketing Blog Marketing. Viral Marketing

180. Segmentation and Targeting

181. Segmentation Geographic Demographic (Age, Income, Gender, Education, Ethnicity) Psycographic (Activities, Interests, Opinions, Personality, Values.) Behaviour (Benefits sort, Usage level, Brand Loyalty, User Status.)

182. Behavioral Segmentation Simplifiers Surfers Connectors Bargainers Routiners

183. Targetting Four different approaches 1) Mass Marketing. 2) Multi segment Marketing. 3) Niche Marketing. 4) Micro Marketing.

184. Differentiation and Positioning Strategies

185. Differentiation Product. Service. Personnel. Channel. Image.

186. Positioning Technology. Benefit. User Category. Competitor. Integrator.