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    Crasher On Marketing Crasher On Marketing Basics Basics: Marketing Cell, IIM Calcutta Marketing Cell, IIM Calcutta

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    Priyanka Dere
    This document provides a summary of key concepts in marketing and sales management. It discusses marketing fundamentals like the 4Ps and 4Cs frameworks. It also covers topics like segmentation, targeting, positioning; brands and branding strategies; distribution channels; advertising and media planning; consumer behavior models; and an overview of the Indian retail and rural markets. The document is intended as a revision tool for marketing interviews and provides conceptual understanding of various topics in marketing.

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    Crasher On Marketing Crasher On Marketing Basics Basics: Marketing Cell, IIM Calcutta Marketing Cell, IIM Calcutta

    Uploaded by

    Priyanka Dere
    55 views46 pages
    This document provides a summary of key concepts in marketing and sales management. It discusses marketing fundamentals like the 4Ps and 4Cs frameworks. It also covers topics like segmentation, targeting, positioning; brands and branding strategies; distribution channels; advertising and media planning; consumer behavior models; and an overview of the Indian retail and rural markets. The document is intended as a revision tool for marketing interviews and provides conceptual understanding of various topics in marketing.

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    Basic Concepts

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    This document provides a summary of key concepts in marketing and sales management. It discusses marketing fundamentals like the 4Ps and 4Cs frameworks. It also covers topics like segmentation, targeting, positioning; brands and branding strategies; distribution channels; advertising and media planning; consumer behavior models; and an overview of the Indian retail and rural markets. The document is intended as a revision tool for marketing interviews and provides conceptual understanding of various topics in marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    55 views46 pages

    Crasher On Marketing Crasher On Marketing Basics Basics: Marketing Cell, IIM Calcutta Marketing Cell, IIM Calcutta

    Uploaded by

    Priyanka Dere
    This document provides a summary of key concepts in marketing and sales management. It discusses marketing fundamentals like the 4Ps and 4Cs frameworks. It also covers topics like segmentation, targeting, positioning; brands and branding strategies; distribution channels; advertising and media planning; consumer behavior models; and an overview of the Indian retail and rural markets. The document is intended as a revision tool for marketing interviews and provides conceptual understanding of various topics in marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 46

    Crasher on Marketing Basics

    Marketing Cell, IIM Calcutta

    This Presentation is.


    Meant to showcase key concepts/fundae in S&M. Give you lots of stuff to talk about in interviews A reasonably comprehensive revision tool To help you understand what to expect in your summers.

    This Presentation is NOT


    Meant to replace a textbook / your own curiosity An excuse not to read up any other stuff for your mar interviews.
    2

    A note on the Selection Procedure


    Shortlisting (Generally Form based)
    Number of shortlisted candidates vary widely. Extended /Last minute Shortlists common.

    Group Discussions
    Groups of 6-10, Topics can be ANYTHING ! 6 Generally companies pick 2-5 per GD group for the 2interview. Read up on current affairs/marketing fundae/recent economic events et al.
    3

    A note on the Selection Procedure.


    Interviews
    No fixed pattern /type of Question /Syllabus A company may administer 1-4 interviews before 1hiring. Both Personals and Technical Personals Largely based on your CV/Stuff you filled on the form/ Standard Personals Questions Technical Mostly Conceptual stuff (what this crasher aims to cover) + Topical Stuff (Read up Newspapers, Brand Equity etc for this)
    4

    Contents
    Basic marketing fundae overview Brands Distribution concepts Sales Marketing Advertising (incl. media) Consumer Behavior Retail Rural marketing fundae. Market research Indian FMCG sector Companies
    5

    Core Concepts of Marketing


    Target Markets & Segmentation Needs, Wants and Demands Product or Offering Value and Satisfaction

    Exchange & Transactions Relationships & Networks


    Marketing Channels

    Supply Chain Competition Marketing Environment


    6

    The Four Ps vs. The Four Cs


    Marketing Mix Product
    Customer Solution Place

    Convenience

    Price

    Promotion

    Cost

    Communication
    7

    Intensive Growth Strategies: Ansoffs Product/Market Expansion Grid


    Existing products Existing markets 1. Market penetration New products 3. Product development

    New markets

    2. Market development

    4. Diversification
    8

    Four Types of Buying Behavior


    High Involvement Low Involvement VarietySeeking Behavior Habitual Buying Behavior

    Significant differences between brands


    Few differences between brands

    Complex Buying Behavior DissonanceReducing Buying Behavior

    Defense Strategies
    (2) Flank defense

    Attacker

    (3) Preemptive defense

    (4) Counteroffensive defense

    (1) Position defense Defender (5) Mobile defense

    (6) Contraction defense

    10

    Attack Strategies
    (4) Bypass attack (2) Flank attack (1) Frontal attack Attacker (3) Encirclement attack Defender

    (5) Guerilla attack


    11

    Specific Attack Strategies


    PricePrice-discount Cheaper goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing cost reduction Intensive advertising promotion
    12

    Steps in Segmentation, Targeting, & Positioning


    6. Develop Marketing Mix for Each Target Segment 5. Develop Positioning for Each Target Segment 4. Select Target Segment(s) 3. Develop Measures of Segment Attractiveness 2. Develop Profiles of Resulting Segments Market Positioning

    Market Targeting

    1. Identify Bases for Segmenting the Market

    Market Segmentation

    13

    Bases for Segmenting Consumer Markets


    Geographic
    Region, City or Metro Size, Density, Climate

    Demographic
    Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ...

    Psychographic
    Lifestyle or Personality

    Behavioral
    Occasions, Benefits, Uses, or Attitudes
    14

    Positioning is...
    the act of designing the companys offering and image to occupy a distinctive place in the target markets mind.
    Kotler

    15

    Product Mix
    Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix all the product lines offered

    16

    What is a Brand?

    User

    Culture

    Personality

    Attributes

    Benefits

    Values

    17

    An Overview of Branding Decisions


    Branding Decision BrandSponsor Decisio n Manufacturer brand Brand No brand Distributor (private) brand Licensed brand BrandName Decision Individual brand names Blanket family name Separate family names Companyindividual names BrandStrategy Decision Line extension Brand extension Multibrands New brands Cobrands BrandRepositioning Decision

    Repositioning No repositioning

    18

    Brand Strategies
    Product Category
    Existing New

    Brand Name

    Existing

    Line Extension Multibrands

    Brand Extension New Brands

    New

    19

    How a Distributor Reduces the Number of Channel Transactions


    1 2 3

    4 5 6
    7 8 9

    A. Number of contacts without a distributor MxC=3X3=9

    = Manufacturer

    = Customer
    20

    How a Distributor Reduces the Number of Channel Transactions


    1 Store 2 5

    B. Number of contacts with a distributor MxC=3+3=6

    3
    = Manufacturer

    = Customer

    = Distributor 21

    Consumer Marketing Channels


    0-level channel

    Mfr.
    1-level channel

    Consumer

    Mfr.
    2-level channel Wholesaler Mfr. 3-level channel Wholesaler Mfr.

    Retailer Consumer

    Retailer Consumer

    Jobber

    Retailer Consumer
    22

    Channels of Sales Promotions


    MANUFACTURER
    Push Trade Promotions RETAILER Push Retail Promotions CONSUMER
    23

    Consumer Promotions
    Pull

    Consumer Promotion
    Consumer-Promotion Objectives Entice Consumers to Try a New Product Lure Customers Away From Competitors Products Get Consumers to Load Up on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building Consumer-Promotion Tools

    Samples

    Coupons
    Cash Refunds Price Packs Premiums

    Advertising Specialties Patronage Patronage Rewards Rewards

    Contests
    Sweepstakes Games

    Point-of-Purchase Point Displays

    24

    Advertising: The Marketing Communications Mix


    Advertising
    Sales Promotion
    Any Paid Form of Non-personal Presentation by an Identified Sponsor.

    Short-term Incentives to Encourage Trial or Purchase. Protect and/or Promote Companys Image/products.

    Public Relations Personal Selling Direct Marketing

    Personal Presentations.
    Direct Communications With Individuals to Obtain Immediate Response.
    25

    Advertising: Steps in Marketing Communication


    Identifying Target Segments Determining Communications Objectives Designing the Message Selecting Channels of Communication Establishing the Budget Determining the Communications Mix Measuring Results Managing the Communications Process
    26

    Advertising Media :Definitions + Characteristics


    Media channels Media vehicles Media planning Reach Effective reach Frequency Circulation Rating points OTS

    Dailies Magazines Television Radio Cinema. Cinema. Outdoor. Outdoor. Point of Purchase
    27

    Strategic Media Planning


    :How do you go about designing a Promotion Campaign ?
    Whom? The process starts with definition of the target segments in terms of demographic factors Psychographic factors Behavioural factors Role What? Characteristics of the product and the brand, the purpose of the campaign and the creative task at hand Where? The geographical location / town class When? Seasonality, which would determine scheduling of the campaign by time of day / day of the week or month How often? Communication objectives reach, frequency / OTS, rating points etc.
    28

    Advertising Trends
    Clutter. Costs UP, Effectiveness DOWN. Rise of the Internet. Television advertising becoming highly fragmented. Using Celebrities. The future of print advertising. Controversies :Tobacco, Liquor, Sex etc. Advertising Agencies and Client Relations.

    29

    Consumer Behavior: Model of


    Buying Behavior
    Marketing Other stimuli stimuli
    Product Price Place Promotion Economic Technological Political Cultural

    Buyers Buyers decision characteristics process


    Cultural Social Personal Psychological Problem recognition Information search Evaluation Decision Post-purchase behavior

    Buyers decisions
    Product choice Brand choice Dealer choice Purchase timing Purchase amount
    30

    Consumer Behavior:
    Consumer Buying Roles
    User
    Key Family Decision Roles

    Initiator

    Buyer

    Influencer

    Decider

    31

    Consumer Behavior: Consumer Buying


    Problem recognition
    Information search Evaluation of alternatives Purchase decision Post-purchase behavior
    32

    Process

    Retail: The Indian Context


    India has 12 million retail outlets, of all formats (by far the highest worldwide.) Its a $180billion market. VPO is among the lowest. Hence competition is fierce, fragmentation pervasive and profitability a constant ? Retailing forms just 3% or so. (Compare with 98% in Australia and 50-90% in most others) 50 The Future Group is the dominant player [100 stores, 1000crores]. RPG, and a few others. Reliance ! 3000 stores ,almost 15000crores invested. Franchising/Independent/Chain/Co-ops Franchising/Independent/Chain/Co Foreign players still not allowed into India. [Metro..]
    33

    Retail Store Formats


    Paan-Biri/Convenience Paan-Biri/Convenience Kirana/Grocery/Mom-andKirana/Grocery/Mom-and-Pop Department Store Discount Store Speciality Store Supermarkets Hypermarkets Megamall [1m sq.ft +] Category Killer/Power Retailer Warehouse/Membership Club/Store
    34

    Retail Trade Characteristics


    Variables :Pricing, depth, number of categories, brands, Displays, service levels, density, positioning of the chain, location. Average sales prop. to the Size of the store. Impulse purchases Touch and Feel Positives: A huge employment generator, brings down prices ,more convenient. Negatives: Uproots local shopkeepers ? Pressure on the FMCG Companies for margins. Store brands. Loyalty programs Culture Counts. [Walmart in Germany]

    35

    Rural Markets in India


    73% of the Indians live in rural areas. One thirds of the premium luxury goods are now sold in the rural market Two thirds of the middle-income households are now in the middlerural market. 1% increase in rural income = increase of Rs. 10,000 crores in buying power HLLs sales turnover in rural market is over 5,000 crores ! High variation from area to area, owing to differences in lifestyles, beliefs, consumption patterns and buying power

    36

    Marketing Mix for Rural Markets

    37

    Rural Markets in India :Trends and Issues


    Livelihood of over 33% is not from agriculture Share of expenditure on food items is going down over time Significant increase in the real per capita expenditure on education. Rural woman is coming out of the closet Awareness of the rural consumer is on the rise Rapid industrialization and availability of other sources of income have driven the rural consumers to the mainstream market Extremely Low usage/penetration Largely a distribution war rather than a promotion or price war Levels of Literacy Lack of Proper Communication and infrastructure facilities Low Per Capita Income
    38

    Rural Markets :The Tactics.


    Keep SKUs small , price it cheap and position it on value for money Focus on distribution and market presence and not on competition Segment the market Understand the rural consumer and tailor promotional activities accordingly Work around poor infrastructure and distribution bottlenecks. Select appropriate channels
    39

    Defining the Problem & Research Objectives


    Exploratory Research Sheds light on problem suggest solutions or new ideas.

    Descriptive Research

    Ascertain magnitudes.

    Causal Research

    Test cause-and-effect relationships. Tests hypotheses about causeand-effect relationships.


    40

    Research Approaches
    Observational Focus-group Focus

    Survey
    Behavioral Experimental
    41

    Data Sources
    Depth Interviews Focus Group Surveys Video Tapes ,TRP Monitors and other Electronic DC Devices. Internal Sources Government Publications Periodicals and Books Commercial Data On-Line On Associations Business Information 42

    The Marketing Research Process


    Defining the problem and research objectives Developing the research plan Collect the information

    Present the findings

    Analyze the information


    43

    Good Marketing Research...


    Is scientific Is creative Uses multiple methods Realizes interdependence of models & data Acknowledges the cost & value of information Maintains healthy skepticism Is ethical

    44

    Some of your options


    P&G HUL ITC CocaCoca-Cola Godrej ML Alshaya Diageo Nokia Cadburys Dabur Marico GSK Pepsi Asian Paints Nestle Coats J&J CP

    45

    Best of Luck for Summers !

    For any queries, please feel free to contact Mayank (W-413 || C: 9748662249||) (W46

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