Marketing Process
Right decisions
Product features into new products
Packaging
Pricing
Introductory offer
Seasonal products needs different launches
Target markets and Target customers to sell
Ad spend and measurement
What is Marketed
Goods-Automobiles, TV, Machine Tools ,Machines, Industrial
Chemicals , Watches, Cosmetics
Services- Car Rentals, Beauticians, Maintenance People,
Accountants, Bankers, Lawyers, Management Consultants,etc
Events-sport events, Music shows, company anniversaires,etc
Experiences-Amusments park
Persons- Celeberity marketing Artists, Musicians,
Places-Tourism
Properties Organizations-Universities, Museums, NGOs
Information-
Nirma
Tata Ace
Xerox-FSMA
Akai
Smart Phones
STRUCTURE OF FLOWS IN A
MODERN EXCHANGE ECONOMY
A SIMPLE MARKETING
SYSTEM
RURAL MARKETING
Rural Marketing : any marketing activity in which
one dominant participant is from a rural area.
Rural Market offer immense potential for market
expansion and growth
Growth rate 4% for the last 20yrs but 5% in next
decade.
Eg. FMCG estimate Rs.6500 billion, Consumable
durables 500 billion, Agriculture inputs 4500 billion,
automobiles 800 billion, totalling Rs.12.300 billion.
By 2017 rural spending in household would reach
2008 of Urban as per McKinsey Global Institute
forecast.
Market Channel
Communication Channel- Delivers
and receive messages from target
customers
Distribution Channel
Service Channel
Relationship Marketing
4 Key constituents
Customers, employees, marketing
partners, members of financial
community
Nike
Tupperware
Analyse Marketing
Environment
Expenditure
1999
2003
Grocery
44%
41.1%
Savings/invest
14%
4.1%
Eating out
8%
10.8%
Personal care
6%
7.6%
Consumer spend 50,000 million for 4
years period gives the magnitude
and direction in consumption
Natural Environment:
Technological Environment:
Political and Legal environment:
Waste management, Water
resources,
Laws protecting consumers, business
houses
Market Segmentation-Chap
8
Coverage cannot be done with all
customers in total. Divide the whole
market into groups of consumers or
segments with distinct needs and
wants. This decision requires
customer understanding and
strategic thinking. It is important to
understand each segment carefully
as each is different and unique.
Eg: Airlines in recent times.
Niche Marketing
Customers have a distinct set of
needs and pay a premium to the
brands. It is a narrowly defined
consumer group. It is small in size
but more in profit and growth.
Risk: Alternative customer base not
there.
Eg: Ezee liquid detergent from Godrej
Face book.
Revolution Clothing Pvt ltd
Internet Niching: setting a shop on
the internet choose a hard to find
product that customers touch and
see
Local Marketing
Target Markets directed to local
needs and wants of consumer groups
in trading areas or neighborhoods.
Eg: Banks in Kerala (NRI branches)
SpiderMan 3 released in five different
languages in India
Bharath Matrimony has regional Web
sites in India .Risk: Brand might loose
overall image
Individual Marketing
Customization
Difficult to implement. Eg: Rolles
Royce,
Asian Paints, Berger Paints.
Risk: Customers do not know what
they are ordering until they see the
actual products