Presented by Group 10 Understanding the Marketing Mix and the 4 P’s of Marketing 1) Product 2)Price 3) Promotion 4) Place 8 Key Areas of Modern Marketing
01 Content Marketing 05 Advertising and Pay-per click
HOW TO CREATE AN STP MODEL FOR YOUR BUSINESS: IMPLEMENTATION STRATEGY
Step 1: Define your market
HOW TO CREATE AN STP MODEL FOR YOUR BUSINESS: IMPLEMENTATION STRATEGY
Step 2: Create Audience Segment
Step 3: Identify the more attractive
segments
Step 4: Evaluate your competition
HOW TO CREATE AN STP MODEL FOR YOUR BUSINESS: IMPLEMENTATION STRATEGY
Step 5: Fix your positioning
1) Competitor-base Positioning 2) Consumer-based Positioning 3)Price-based Positioning 4)Benefit-based Positioning 5) Attribute-based Positioning 6) Prestige-based Positioning HOW TO CREATE AN STP MODEL FOR YOUR BUSINESS: IMPLEMENTATION STRATEGY
Step 5: Determine your
marketing mix STP CASE STUDIES Channel Management What are the channels? It is defined as the management of all activities which facilitate movement and coordination of supply and demand in creation of time, place and utility in good. It helps in developing a program for selling and servicing customers within a specific channel. The aim is to streamline communication between a business and the customer. Typical Channel Path Flow of things Intermediaries
Acts as a links between producers to other
intermediaries or the ultimate buyer. Promote, sell, and make available a good or service through contractual arrangements or via purchase and resale of the item. Each intermediary receives the item at one pricing point and moves it to next higher pricing point until item reaches the buyer. Agents • An independent individual or company-based employee • Primary selling arm of the producer and represent the producer to users. • Agents take possession of products but do not actually own them. • Make profits from commissions or fees paid for the services they provide to the producer and users. Wholesalers Independently owned firms that take title to the merchandise they handle. In other words, the wholesalers own the products they sell. Wholesalers purchase products in bulk and store them until they can resell them. Wholesalers generally sell the products they have purchased to other intermediaries, usually retailers, for a profit. Distributors Distributors only carry complementary product lines, for example, Pepsi or Coke products.
Distributors usually maintain close relationships with
their suppliers and customers. Distributors generally sell their products to wholesalers and retailers and store them until they are sold.
Distributors provide a sales and marketing service that
enables companies to sell to customers they could not reach with their own resources. Retailers A retailer takes title to or purchases products from other market intermediaries.
Retailers can be independently owned and operated,
like small "mom and pop" stores, or they can be part of a large chain, like Walmart.
The retailer will sell the products it has purchased
directly to the end user customer and make a profit on that. Type of channels:
No one in between Items like buying dairy
producers and final products directly from customers the farmers or high quality jewelleries Type of channels:
Many intermediaries in between Examples includes products
the manufacturer and consumers from these stores Level of distributors 1. Intensive distribution
Intensive distribution aims to provide saturation coverage of the market by
using all available outlets. For many products, total sales are directly linked to the number of outlets used (e.g., cigarettes, beer).
Coffee Soft drinks Tea Energy drink Level of distributors 2. Selective distribution Selective distribution involves a producer using limited outlets in a geographical area to sell products. An advantage of this approach is that the producer can choose the most appropriate or best-performing outlets.
Examples includes: Clothes from various brands Electronics Different brand of phones Level Level of of distributors distributors 3. Exclusive distribution When the firm distributes its brand through just one or two major outlets in the market that exclusively deal in it and not all competing brands, it is said that the firm is using an exclusive distribution strategy. This is a common form of distribution in products and brands that seek a highly prestigious image.
Examples includes: Automobiles Major items in construction Premium brands Functions of Distributors 1.Stimulate Purchasing 2.Price Fixing
They have some special prices on different platforms depending
upon the geography and customer they are sold to penetrate deeper within the market and promote various items at the same place. Advertising
• Advertising is a promotional activity that
aims to sell a product or service to a target audience. • It is one of the oldest forms of marketing. • Since the internet has become the norm, advertising has been divided into two fields: traditional and digital. Why Is Advertising Important in Marketing?
Creating Demand
Control and Track
Competition
Product Advertising Types of Advertising Traditional Advertising Print Advertising
Billboards
Television Advertising
Radio Advertising Digital Advertising
Social Media Advertising
Search and Display Advertising Mobile Advertising Popups Advertising IKEA For an e-commerce store like IKEA to appeal to as many people as possible, it needs to identify a solution to an everyday problem.
Depending on your advertising
platform, people might only have a few seconds to decode your message. Advertising Lego Lego uses minimalist advertising to unleash creativity.
When a brand is looking to grab its
audience’s attention, it is best to create simple imagery. Marketing Strategy Marketing strategy is a long-term, forward-looking approach and an overall game plan of any organization or any business with the fundamental goal of achieving a sustainable competitive advantage by understanding the needs and wants of customers. Components of Marketing Strategy
Step 2 - Understand your target audience and the market. Step 3 - Define your unique value proposition. Step 4 - Set marketing goals and objectives. Step 5 - Identify the marketing approaches and media. Step 6 - Execute and publish marketing activities. Step 7 - Measure and analyze results. Different Marketing Strategy Brand Positioning Strategy
A brand strategy is a comprehensive plan for linking your
distinctive value to the appropriate target at every point of contact.
Product Marketing Strategy
Product marketing is the interface
between sales, marketing, and product development. Different Marketing Strategy Public Relations Strategy
Public relations are responsible for establishing and maintaining
a positive connection with the public.
Inbound Marketing Strategy
Product marketing is the interface
between sales, marketing, and product development. . Let's Play a Quiz!!!
https://create.kahoot.it/my-library/kahoots/b170bdab- 7b4b-4ed7-83c8-04020bbf1a5f Top 10 Social Trends in India
Internet Users Growth
As per the latest report in Statista, the number of internet users will be estimated to be 1.27 billion by 2028.
ONDC
A disruptive e-commerce initiative by the
GOI to create a level playing field across sellers and merchants. Top 10 Social Trends in India
Rise of middle class
By 2030, the Indian middle class (annual income 50k-300k) will reach 47.5 crores leading to more consumers.
Women Empowerment The fertility rate of India has been 2.05 for 2020, which shows that Indian women are progressing in education and family decision-making processes. Top 10 Social Trends in India
Environmental Awareness More than 100 startups are making efforts against climate change, from Ather Energy to Phool.
Health Awareness Implementing National Rural Health Missions and life expectancy increased to 69.1 years in 2018. Top 10 Social Trends in India
Rising Unemployment Due to covid disruption and the economic slowdown, unemployment increased to 8.3% in December 2022.
Space Sector Advancement
As of 2021, according to SpaceTech Analytics, India is the sixth-largest player in the industry internationally, having 3.6% of the world's space-tech companies. Top 10 Social Trends in India
Regional Film Advancement
Among India's top 5 highest-grossing
movies, 4 are regional languages, and the others are English.
Online Gaming
The revenue of the Indian mobile gaming
industry is expected to reach $5 billion in 2025. The sector grew at a compound annual growth rate (CAGR) of 38 per cent in India between 2017-2020. Top Regulatory Trends in India
Complaint Redressal
Introduction of the Information
Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 mandates the establishment of a grievance redressal mechanism for users.
Content Misinformation Regulation
Replace IT Act 2000 with Digital Act to
curb misinformation or incited violence by fringes over platforms like OTTs and social media platforms. Top Regulatory Trends in India
Data Privacy
Digital Personal Data Protection Bill
enables Indian citizens to facilitate consent for data processing by organisations.
Alternative Renewable Resources
The Central Government of India
approved the Green Hydrogen Mission of Rs. 20,000 Crore to make India a global hub for the production of green hydrogen. Top Regulatory Trends in India
Establishment of foreign universities
A game-changer in the education
landscape by allowing foreign universities to establish their branches in India.
FDI in Insurance
FDI in Insurance Sector has been
increased from 49% to 74% to increase the penetration and competitiveness in the market. Top Regulatory Trends in India
Curbs on Investment
The government of India imposed high
scrutiny on investments from countries that share a border with the country.
Electoral Bond Scheme
Introduced with the Finance Bill 2017,
Electoral bonds are instruments/securities used to donate funds to political parties. Top Political Trends in India
Bharat Jodo Yatra
An ongoing mass movement started by
Indian National Congress covering pan and spearheaded by Rahul Gandhi through feet by mobilising the party cadres.
Regional Politics
A strong presence of regional parties in
various states led to the rise multi-party system and coalition again after 2014. Top Political Trends in India
Revdi Culture
A term coined by the Prime Minister of
India, cautioning Indian citizens against this ‘Revdi Culture’ or distribution of freebies in exchange for electoral votes.
Communal Politics
Hate political speeches, targeted killings
over faith, and vicious mongering on a particular religion on the news channels are rising. Top Political Trends in India
Caste Politics
The development of the state caste
census by the Bihar administration sets a ripple effect over caste politics.
Political Consulting
Rise of political consulting firms and
individuals for effective election campaigns and public policy implementation for political parties and various governments. Top Political Trends in India
G20 Presidency
India is hosting G20 Summit under its
presidency, prioritising sustainable development and geopolitical stability.
Global South Summit
India is trying to become the voice of the
global south to increase its global diplomacy and reordering power relations. Strategies to drive business in recent environments Short video advertising
In a study conducted in 2016, the average human attention span is now eight seconds, which is two seconds less than that of a goldfish. Tiktok has over 1 billion users worldwide, whereas Instagram has 1.4 billion users.
Mobile Experience
According to recent data, the average person spends 3 hours and 15 minutes on their phone daily. India to have 900 million internet users BY 2025.
