MARKETING MANAGEMENT

MARKET
Regular gathering for buying and selling of goods.

Area of trade and business

A place where we put up our goods, services, products by Advertising and

Promotion

“Its a physical place where buyers and sellers gather to buy and sell
goods.”

MARKETER-
Two parties seeking to sell something to each other, both are called
marketers.
• What is Marketing?
• “Mktg is an organizational function and a set of processes for
creating, communicating and delivering value to customers, and
for managing customer relationships in ways that benefit the
organization and its stakeholders.”
• By American Mktg Association (AMA)
- It is about identifying and meeting up human and social needs.

• MANAGE- Be incharge of something, to conduct, command.

Control, direct, dominate, head, organize, regulate, supervise,
deal with….

• MANAGEMENT- Action of managing, Managers of organization.

 MARKETING MANAGEMENT

Art and Science of choosing target markets and getting, keeping

and growing customers, through creating, offering and freely
exchanging products & services with others.
 What things are Marketed?
Goods-
Physical goods like- Cars, Televisions, machine tools, industrial chemicals,
watches, shoes, clothing, Soaps
Services-
Work of airlines, hotels, barbers, beauticians, maintenance & repair,
bankers, lawyers, doctors, consultants.
Events- Time Based
Trade shows, Exhibitions, sports events like Olympics, commonwealth
games.
These are promoted to both companies and fans.
Experiences-
Amusement parks, water parks, theme-based experiences like-
restaurants theme with villages of Gujarat or Rajasthan.
Persons-
Celebrity Mktg- artists, singers, sportsmen, they market themselves.
Eg. David Beckham, Oprah Winfrey, AB, SRK
 Places-
Cities, states, cultures attract tourist round the world.
Bangalore called as “Silicon Valley” in IT Sector.
Kerela called “God’s own country”
India called “Incredible Land”

Properties-
Real estate agents work for property owners and earn a name in
the market and become a BRAND.

Organizations-
Universities, museums, NGO’s, all do the campaigning to make
Public Image
Eg. UNICEF

Note- All the above, if work keenly upon, will become a BRAND
 Unit–I
Creating Brand Equity

-What is a product?- A bundle of benefits or satisfaction offered to a

customer.
Eg.- HLL’s Lux soap are selling- good beautiful complexion, lovely skin,
PHILIPS selling bulbs, are selling- good illumination, long hours of light and
durability.

Creating Brand Equity

-Building strong brands require a keen undstng of competitors, and with the
competition growing more intense every year.
- Global competitors into new markets.
-On-line competitors expanding distribution by cost-efficient ways.
-Private-label brands by providing low-priced alternatives.
-Also brand extensions- Major brands moving into new categories.
 What is BRAND?
-A type of product made by the company under a particular name.

Brand Name- a name given by the maker to a product.

BRAND- “A name,term,sign,symbol,design,slogan,intended to identify

the goods or services of one seller or group of sellers & to differentiate
them from those of competitors.

-This dfrnc may be related to product performance i:e FUNCTIONAL

OR

- may be related to what brand represents, i:e symbolic, emotional

Eg.- NAME- Goodknight, Hit, Complan, Boost, Fair n’ Lovely

Logo- Kelvinator’s Penguin, Onida’s Devil, Amul Butter
Girl

Slogan- is an extremely efficient means to build brand

equity.

They help consumers understand what brand is all about and

what special it offers.

Eg.- “Complete Man”- Raymonds

“Joy Of Flying” – Jet Airways

Life’s Good, Mint with the hole, I am loving it, Pure for
sure
 BRAND EQUITY
It is the value or worth of the brand
Or
Its an added value, quality or strength to a product or service.
Its is the net result of all the investments and efforts that a marketer
puts into building a brand.
“Differential effect, that brand knowledge has on customer response to
the mktg of that brand.”
It could be POSITIVE CONSUMER-BASED BRAND EQUITY
Or
NEGATIVE CONSUMER-BASED BRAND EQUITY

Basically, Brand Equity is the made of-

-User-ship of the brand
-Consumer loyalty
-Perceived quality
-Positive symbols & favorable associations around the brand
Highly paid premium brand equity brands are- HLL, ITC, IT Majors.
Roles or Essentials of Brands
1. Identify the Maker- or source of products and allow the consumers
to relate its performance with the manufacturer.
- Consumers find out, which brand satisfy their needs & which do not.
Eg.- Lijjat Papad, Vicovajradanti
2. Simply product handling- As in today’s time, lives of consumers are
getting more busy, rushed, complicated, so brand helps in decision-
making with reduced risk.
-Name should be short, simple, easy to pronounce and remember
Eg.- Ponds, Rin, Lux
3. Organize Accounting- Brand helps in performing different functions
for the firm like-
- Product-handling, Tracing
- Organizing Inventory
- Organizing accounting records
4. Offer Legal Protection- Brand gives legal protection with different
features and aspects of a product.
Eg.- Brand Name can be protected through its TRADEMARKS,
Manufacturing Processes through its PATENTS,
Packaging through its COPYRIGHTS
5. Signify Quality- It should be unique, attractive, distinctive.

-Level of quality makes the satisfied buyers to choose easily the product.

Eg.- Sunlight, Goldflake, Dalda, Amul

6. Creates Barriers to entry- Brand Loyalty by the customers secure

the demand for the firm and its products.

- Hence creates barriers for other firms to enter the markets.

7. Serves as Competitive Advantage- Other firms might duplicate the

manufacturing processes but still cannot match the lasting
impressions of yrs of product experience from consumers mind.

8.- Secure Price Premium- Firms pay tremendously in making a brand

by mergers & acquisitions and thus, extract extra profits from the
brands.

Eg.- P&G-Procter & Gamble- Pringle potato chips, Tide, Old-Spice, Oral-B
Toothbrush, Pampers.
 BRANDING
Endowing products & services with the power of a brand.
Provide with quality
Giving name to a product to make it identify by the consumer.

Branding means- Giving Specified, distinctive name to a product

- Specified name creates individuality in the product and hence, it can be
easily distinguished in the market from the rival products.

SCOPE OF BRANDING
It creates a mental structure that helps consumers in getting knowledge
about products & services & thus, helps in DECISION-MAKING.

EQUITY
Quality of being fair and impartial
 Brand Knowledge
Consists of all thoughts, feelings, images, experiences, beliefs
associated with brands.
Eg.- VOLVO- for safety
HALLMARK- for care of emotions
PONDS- for skin sensitivity
Brands must associate –
strongly, uniquely, favorably
with the customers

BRAND PROMISE
It’s the marketer’s vision, what the brand must be & do for the
consumers.
Eg. AMUL from Gujarat has come up with many varieties in Non-
carbonated milk-based drinks like- Amul Kool Lassi, Butter milk, kool
kafe, kool koko ,
keeping in mind the Health of people.
 BRAND EXTENSION-
When a firm uses an established brand to introduce a new product
Eg.- P&G introduces Pantene shampoo

Sub-Brand

when a marketer combines a new brand with the existing brand

Eg.-Amul Masti Dahi, Maruti Swift, ICICI prudential life insurance
Advantages of Brand- extension
-Helps new item to get instant brand recognition
-Saves the cost of launching a new brand
-Helps in gaining strength due to the existing brand
-Also leads in making a SUPER-BRAND, among consumers.

TYPES OF BRAND –EXTENSION-

a.Line-extension- A parent brand covers a new product within same

product line/ category, with new colors, forms, flavors, package sizes.
Eg.-Lifebouy’s line extension into- Lifebuoy Plus
HLL launched- Surf Excel, Surf Excelmatic
Colgate toothpaste launched- Colgate Gel, Colgate Total, Colgate Calciguard
b. Category Extension- Extending a Brand name to products in a
related line but related in some way.
Eg.- Dettol is known for antiseptic lotions
Launched- Dettol soap, Dettol plaster, dettol handwash
Maggi launched- ketchup, soups

BRAND LINES
Consists of all the products, original as well as LINE & CATEGORY
extensions.
Eg.- Pond’s dreamflower talc
Pond’s dreamflower talc magic
Pond’s facewash
Pond’s cold-cream
Pond’s moisturizing lotion
Pond’s moisturizing body lotion
Pond’s moisturizing cleansing Bar

Brand Mix- is a set of all brand lines that a particular seller makes
available to the buyers.
 Brand Variants
Specific brand lines supplied to specific retailers or distribution channels.
Eg.- A camera company may supply low-end cameras to a merchandiser,
while high-end cameras to the specialty stores.
Licensed Product
Is One whose brand name has been licensed to manufacturer that
actually makes the product.
BRAND NAMING DECISIONS
For products & services, which brand name to choose
1.Individual names- each product of the company is given an
independent brand name.
Eg.- HLL has bathing soap categories- Lux, Liril, Dove, Pears
In Detergents- Surf, Rin, Wheel
In Toothpastes- Close-up, Pepsodent
Eg.- Nestle- As In coffee brand
In noodles- Maggi
In chocolate- Kitkat
Baby food-Cerelac
Advantage- If product fails, company name is not hurt
Disadvantage- Promotion is expensive
 2. Blanket Family Names- When group of products are given the
same brand name. It is limited to one line of product.
Eg.- AMUL(Family name)- amul lassi, butter milk, kool kafe
Dhara- mustard oil, groundnut oil, sunflower oil
Eg- Amul for Milk products, Ponds for cosmetics.
Advantage- Promotion becomes easier, less expensive
Disadvantage- if one product becomes a low-quality product, other
range might get affected
3. Separate Family name for all products-
all products of one company or manufacturer under one umbrella.
Eg- all products like- soaps, chemicals, textiles, engineering goods,
under TATA’s name
Eg.- Aditya Birla Group-
Hindalco for Aluminium
Ultratech for Cement
Grasim for Suitings
4. Corporate name combined with individual product names-
Company name is itself used as a brand name under which varied
products are marketed
E.g.- Kellogg's Cornflakes, Bajaj Bulbs, Cadbury’s chocolate, Videocon
Washing Machine
 BRAND PORTFOLIO
IS A SET OF ALL BRANDS AND BRAND-LINES FOR A PARTICULAR
CATEGORY OR MKT SEGMENTATION.
Marketers carefully monitor the brand portfolis, identify the weak brands
and prune the un-profitable ones.
the firm decides to cut-short the product-line, by eliminating some
brands .
Eg.- P&G focuses more on Pantene, Head & shoulders, Ariel, Vicks
Dabur now concentrating on 3 product lines- food, personal care, health
care
Vatika, Hajmola, Pudin hara, Chyawanprash, Real juices.
 Different Models of Brand Equity
1. Brand Asset Valuator
2. Akar Model
3. BRANDZ Model
4. Brand Resonance
BRANDZ Model of measurement-
5. Presence- Weak relation with Brand- Do I know about the product?
4. Relevance- Does it offer me something?
3. Performance- Can it deliver?
2. Advantage- Does it offer something better than others?
1. Bonding- Strong relation with Brand- Nothing else beat it?
 Building Brand Equity
• Marketer’s build brand equity by creating right knowledge with right
customers.
This is done by-
I- Brand Elements
II- Marketing activities
III- Meaning Transference
I- Brand Elements- comprise of brand names, Logo's, slogans,
characters, symbols
Brand element choosing criteria
6 types-
1. Memorable- How easily brand name can be recalled
- It should be short, simple, easy to pronounce and remember
Eg. –Lux, L.G, Taj
2. Meaningful- Brand name should suggest something about the product.
Eg.- Fair & Lovely Fairness Cream
3. Likeable- Brand name should be liked visually,verbally
Eg. Scorpio, Lancer, Splendor, Scooty Pep
4. Transferable- Brands should used to introduce new products in same
or difrnt categories
Amul-into milk products with more categories as dahi, butter milk
 5. Adaptable- Brand should change itself with time.
Eg. LIFEBOUY underwent changes with its colour,
fragrance,packaging,looks
6. Protectible- Brand should be legally protectable.
Products shouldn’t become generic with the common names.
II- Marketing activities- Difrnt activities are required to make the
brand heard by the customers like- Personal Observation, word of
mouth, online or telephonic experiences.
Brand contact- information based experience, +ive or –ive, a customer
has with the brand.
- Marketer’s are building brand equity by Clubs, Consumer communities,
trade shows, events, factory visits, press releases, PR
III. Meaning Transference- Transferring the meaning of the brand in
an appropriate manner
 Managing Brand Equity
Brand Reinforcement-
Eg.- Godrej reinforced its global identity with the Miss World Contest
Kinetic Honda- Auto Start
Lipton Taza Tea- Freshness
Brand Revitalization-
- Giving new life to the brands with new ideas
- Rejuvenation of the brand by adding value to the existing brand by
improving product attributes.
Advantage- Helps in overcoming consumer’s boredom by changing tastes,
needs, preferences
- Brands appear in new packaging, shapes, sizes, colours, fragrances,
flavours, features, qualities
Eg.- Cadbury’s 5-Star chocolate became new with creamier and
smoother taste
Onida Television came with newer features
Objective- give new life to the declining brand, occasional revival to the
successful brands, brands alive and in focus
Eg.- HLL keep updating brands- Surf, Lux, Close-Up
 Devising a Brand Equity
How to make a new product into a Brand?
3 ways-
1. Can develop new brand elements for new products.
(slogans, logos, symbols)
2. Can apply some of its existing brand elements.
3. Can use combination of new and existing brand elements.
This is being done in further ways-

BRAND EXTENSION-
• When a firm uses an established brand to introduce a new product
• Eg.- P&G introduces Pantene shampoo

• Sub-Brand
• when a marketer combines a new brand with the existing brand
• Eg.-Amul Masti Dahi, Maruti Swift, ICICI prudential life insurance
• Advantages of Brand- extension
• -Helps new item to get instant brand recognition
• -Saves the cost of launching a new brand
• -Helps in gaining strength due to the existing brand
• -Also leads in making a SUPER-BRAND, among consumers.
 TYPES OF BRAND –EXTENSION-
a.Line-extension- A parent brand covers a new product within same
product line/ category, with new colors, forms, flavors, package sizes.
Eg.-Lifebouy’s line extension into- Lifebuoy Plus
HLL launched- Surf Excel, Surf Excelmatic
Colgate launched- Colgate Gel, Colgate Total, Colgate Calciguard
b. Category Extension- Extending a Brand name to products in a
related line but related in some way.
Eg.- Dettol is known for antiseptic lotions
Launched- Dettol soap, Dettol plaster, dettol handwash
Maggi launched- ketchup, soups
BRAND LINES
Consists of all the products, original as well as LINE & CATEGORY
extensions.
Eg.- Pond’s dreamflower talc
Pond’s dreamflower talc magic
Pond’s facewash
Pond’s cold-cream
Pond’s moisturizing lotion
Pond’s moisturizing body lotion
Pond’s moisturizing cleansing Bar
Brand Mix- is a set of all brand lines that a particular seller makes
available to the buyers.
 1. Flankers- or “fighters”
- These brands are positioned wrt to competitors brand, so that more
profitable brands retains their position.
- Fighter brands neither have to take away the sales of high-price
brands, nor should reflect poorly in regards of other brands.
2. Cash Cows- “milking cows”
- Some brands are kept as such inspite of dwindling sales coz they
manage to hold enough customers inspite of new brands.
- Thus companies can anytime “milk” these “cash cows” by capitalizing on
the reservoirs of existing brands.
Eg.- Newer Mach III, Gillete still markets older versions of razors
3. Low-End Entry level- “Traffic Builders”
- They build the customer traffic to brand franchise.
Eg.- BMW introduced certain models into its 3-series automobiles, with
the means of bringing up new customers into brand franchise, to later
upgrade it into high-priced models
4. High- End Prestige-
This brand adds prestige and credibility to entire brand portfolio.
Eg.- Many T.V brands are now offering high-priced plasma T.V
- Promoting such products help in pushing up the entire product line of
the company.