Marketing

Management

Presented by:
Awashis Pd.
Ojha
 Ready for
MARKETING!
Before jumping into the topic
Let us understand – What is not marketing.
What is Marketing ?

Marketing is the process of identifying customer needs and determining

how best to meet those needs.
Marketing VS Sales

The goal of marketing is to make the selling environment better, while the goal of selling is
to make a sale from a customer.

Marketing is about making consumers buy because of the brand first, then the product and
the person.

While selling is about making consumers buy because of the person first, then the product
and the brand.

Marketing is about planning a strategy to become the market leader of a group of

consumers.
Selling is about closing a customer through one-to-one interaction, one at a time.
The process of marketing actually starts long before the selling takes place, such as
consumers segmentation, planning and creating brand strategies.

While the selling process takes place only when the salesperson meets with the prospects.

Marketing involves influencing consumers’ buying decisions through subtly educating the
consumers to like the brand.

Selling is more of asking the consumer to buy based on the benefits of the products and
services through one-to-one interaction.
 Can Marketing change the
Industry/Behaviour/Mentality etc. ?
 Data Driven
Traditional Digital
(AI)
Marketing Marketing
Marketing
Marketing is about connecting companies with customers through :

a. understanding the market

b. Developing the right product for that market
c. Finding the right channels to distribute to that market
d. Creating the strategy to make it all work together
e. Long term/life time emotional connection with the consumers
Simple Marketing Process
What we need to understand is:
Today most of the companies have one thing in common, they are
all strongly customer focused and are heavily committed to
marketing.
All these companies share a passion for understanding and
satisfying customers needs in well defined target markets.

Example discussion: “Need creation”

eSewa
PayTM (opportunity during demonetization)
 Product schemes
 Just for understanding – “creating demand”
example

Microwave oven: Launched in 1955

 It was an alien concept then with 1 %
penetration rate (1955 – 1970)
 Then demand was created by the
beginning of 80s in Europe and America
with 25% penetration

How was demand created ?

“Time saving machine”

When did we start using one ?

Most of the Nepalese household have it in
their kitchen now.
Marketers must understand
five core customer and
marketplace concepts:

• Needs, wants, and

demands
• Market offerings
( products ,
services, and
experiences )
• Value and satisfaction
• Exchanges and
relationships
• Markets
 Market offerings

Combination of
products, services,
information, or
experiences offered to
a market to satisfy a
need or want.

Marketing myopia
 Customers value
and satisfaction

Customers’ form
expectations about
the value and
satisfaction that
various market
offerings will deliver.
Exchange: The act
of obtaining a
desired object
from someone by
offering
something in
return.

Relationships:
Marketing actions
build and maintain
exchange
relationships with
audiences
involving an idea,
product, service,
or other object.
Marketing
system
 Marketing Management Orientation

Selling concept Product concept Marketing Societal

Production concept Marketing
concept concept
The idea that consumers The idea that consumers
A philosophy that
will not buy enough of will favor products that
The idea that holds that achieving The idea that a
consumers will the firm’s products offer the most quality,
favor products performance, and organizational goals company’s marketing
that are available unless it undertakes a
depends on knowing decisions should
and highly large-scale selling and features and that the
affordable and that the needs and wants of consider consumers’
the organization promotion effort. organization should
should therefore wants, the company’s
therefore devote its target markets and
focus on requirements,
improving energy to making delivering the desired
production and continuous product satisfactions better
consumers’ long-run
distribution interests, and society’s
efficiency. improvements. than competitors do.
long-run interests.
Marketing Mix
What is meant by marketing mix?
It is a combination of strategies, techniques and tools used by a company to
achieve its marketing goals.
The marketing mix is defined by the use of a marketing tool that combines
a number of components in order to become harden and solidify a product’s
brand and to help in selling the product or service. Product based
companies have to come up with strategies to sell their products, and
coming up with a marketing mix is one of them.

Marketing goals could be:

• Increasing sales
• Entering the new market
• Introducing the new product
• Increasing sales
 Marketing Mix
Four types of marketing mix:
• Product
• Price
• Promotion
• Place

Thus, it is also called the 4Ps of

marketing.
A combination of one or two, or all
four elements can be used in a
marketing campaign based on the
needs of the company.
Marketing Mix (additional 3 Ps)
• Process
• People
• Physical evidence

And now we call it as 7Ps of marketing.

In some places we also see

Packaging
Positioning
Policies
Also as a part of Marketing Mix (this is
just for information).
Marketing Mix – Example (7 Ps)

World’s very well known Fast Food

Chain
Global Brand Value of 45,362 Million
Dollars
9th position in Global Brand Ranking
(Interbrand)
Product: Wide range of fast-food with Burgers being the main.
Other products they offer include: Hamburger, Cheese burger, Big Mac,
Sandwiches, Chicken nuggets, wraps, French fries, Beverages, Soft drinks.
Also, product that is designed for special region, Alu tikki Burger.

Place: There are more than 36,000 Mc Donald's restaurants in over 119
countries (which is growing every year). They have aggressive expansion
strategy in urban and rural areas.
Their outlets are easily accessible and are in prime location.

Price: They follow cost leadership business strategy. It’s food and drinks are
offered in very competitive prices. In the USA they have a concept of “Dollar
Menu” . In India they have “Happy Meal”, “Happy Price”. It is basically all
about pricing strategy.

Promotion: They don’t need much, but still REMINDER and TOP RECALL
VALUE is a must. They have hoardings at Cinemas, Highways (where people
might get the interest). They choose only strategic location.
People:
Clean friendly staffs
Proper uniform
Fast service / well trained work force
Equality basis – proper queue system

Physical Evidence: Customer and outlets interaction point. Similar kind of

location. CI / SI (Company or Space Identity), GDSI being followed. Well
maintained building, furniture, menu, staffs members all are mediums to
increase interaction and physical evidence with the customers

Process: Transparent full fledge process. Good packaging and distribution

method. Efficient equipment to prepare and serve which will help in quick
delivery process.
 CRM

The overall
process of building
and maintaining
profitable
customer
relationships by
delivering superior
customer value
and satisfaction.
 Partner
Relationship
Management

Working closely with

others inside and
outside the company
to jointly bring more
value to customers.
 The Changing
Marketing Landscape

• Economic
uncertainties
• Growth in digital
technology
• Rapid globalization
• Sustainable
marketing
• Growth of not-for-
profit marketing
 Designing a
winning
marketing
strategy

• What customers
will we serve
(what’s our
target market)?

• How can we
serve these
customers best
(what’s our value
proposition)?
Let’s talk about an AD Campaign:
Coca Cola: Brand Ranking
Interbrand:

1. Apple: 234,241 Million Dollar

2. Google: 167,713 Million Dollar
3. Amazon: 125,263 Million Dollar
4. Microsoft: 108,847 Million Dollar
5. Coca Cola: 63,365 Million Dollar
6. Samsung: 61,098 Million Dollar
7. Toyota: 56,246 Million Dollar
24th position  Pepsi: 20,488 Million Dollar
About Coke:
• First invented within Atlanta based pharmacy in the year 1886 by Dr.
John Pemberton
• Sold at Local Soda fountain counters ( 9 glasses / day @ 5 cents per
glass)
• But today: 19 billion servings is done every day across the globe

How is this happening ?

As per the report from 2019, 41 billion dollars were spent during the
2018 for Coke’s advertising and marketing campaigns
Coke Campaign:
• Diverse range of campaign tactics across multiple geography region
• Campaign experimentation
• Secretly train our brain to associate with the brand
• Repeat campaign ( association recall)

Example: 2015 coke truck branding campaign

(was also done 21 years ago)
Family time
 Holiday is coming
Continuation ……
Segmentation
Targeting
Positioning
Segmentation:
Segmentation means to divide the marketplace into parts, or segments,
which are definable, accessible, actionable, and profitable and have a
growth potential.

It is the process of dividing a population into smaller, more defined

categories. It segments customers and audiences into groups that share
similar characteristics such as demographics, interests, needs, or
location.
What Segmentation does ?
 Create stronger marketing messages
 Identify the most effective marketing tactics
 Attract (and convert) quality leads
 Differentiate your brand from competitors
 Identify niche marketing opportunities
Stay focused

Helps in advertisement decision making.

Segmentation types:
Understanding segmentation types:
 Example: Coke
Geographic Psychographic
Segmentation Segmentation Behavioral
Demographic
Segmentation Segmentation
▪ Asia Pacific ▪ Diet Coke for
▪ Age. Coca Cola
▪ North America those who are ▪ Occasions like
targets youngster health conscious
from 15 to 25 years ▪ Latin America wedding,
old. ▪ Europe people festivals,
▪ Gender. Both Men ▪ Eurasia and ▪ Coke also birthdays etc.
and Women on the provide a variety ▪ Benefit
target list of the Africa
company. ▪ Russia and of energy drinks sought. Drink
▪ Income. The income Ukraine who need energy to quench
level segments
▪ China specially in sport. thirst and to
include different (Coca-Cola
packing, for example,
refresh
returnable glass Energy).
bottles, plastic bottles ▪ Real Gold from
and Tins with different Coca-Cola
pricing strategies.
Example: Let’s watch an AD
Example: Let’s watch an AD
Targeting:
Targeting in marketing involves breaking the target audience into
segments and then designing marketing activities that will reach the
segments most likely to be responsive to your efforts. Target marketing
can greatly increase the success you have in reaching potential
customers
Positioning:
Positioning is the process of creating a distinct mental position or image of a
product or a service in the mind of the customers as compared to other
brands in the market. Positioning helps to create a unique image of the
brand and the product in the mind of the consumers in comparison with
other products or brands which are already existing in the market.

Every marketer considers the brand positioning as one of the most

important aspect of overall brand creation. People have different perception
about a brand based on how the brand was positioned in the market.

Companies use a positioning process, which is step-wise method to place

the product or service in the right way in the consumer's mind. If a
company decides to change the way people perceive a brand, then they
revamp the logo, slogan etc. of that brand. This process is known as
repositioning of the brand, which helps create a different image of the
 How to create strong Positioning
strategy ?
Before you decide your brand positioning, ask yourself these three questions.

• What does my customer want?

• Can I promise him to deliver it better and/or differently than my
competitors?
• Why will they buy my promise?
 Understanding Positioning

“Branding is about the

process of building a
brand, while positioning
is about putting that
brand in the mind of the
consumer”
Understanding Positioning:
Positioning is broadly classified into three types:
1. Functional (The problem solver)
This is used when the brand or products provide
solutions to problems and provide benefits to
customers. It focuses on the function, benefit or
utility that it gives to the customer. (Ex. Toothpaste
with germs killing capacity -90 %, more than
others)
2. Symbolic (Lifestyle positioning)
This is useful for creating a brand image which
helps create brand equity, a sense of social
belongingness and ego-identification. It is when a
customer has an affection, social connection, ego
identification etc. with the product
3. Experiential (Feature specific)
This creates sensory and cognitive (relating to)
Positioning Examples:
1. Aspirational: Nike (Just Do It).

2. Emotional: Coca Cola (Open Happiness).

3. Price-Based: Rolls Royce (Trusted to Deliver Excellence).

4. Problem Solution: Head & Shoulders shampoo (Dandruff free hair).

5. Benefits: Colgate (Prevents cavity and fresh breath).

 Developing a “Positioning strategy”:
 Positioning by product attributes and Benefits: A common approach to
positioning is setting the brand apart from competitors on the basis of the
specific characteristics or benefits offered.
For example, when Apple first introduced its computers, the key benefit
stressed was ease of
use—an effective strategy, given the complexity of computers in the market
at that time. While
Apple still maintains this position, it is innovative products that come to mind
as well.
5-hour ENERGY positions itself as a sugar-free energy shot that comes in a
variety of flavors

 Positioning by price / quality: Marketers often use price/quality characteristics

to position their brands. One way they do this is with ads that reflect the
 Developing a “Positioning strategy”:
 Positioning by use of application: Another way to communicate a specific
image or position for a brand is to associate it with a specific use or
application. Ex: One Product multiple use. Arm & Hammer baking soda has
been promoted for everything from baking to relieving heartburn to
eliminating odors in carpets and refrigerators

 Positioning by product class: Often the competition for a product comes from
outside the product class. For example, Airlines know that while they compete
with other airlines, trains and buses are also viable alternatives. Amtrak
(Railway ticketing company) has positioned itself as an alternative to
airplanes, citing cost savings, enjoyment, and other advantages. Dole fruit
juices encourage consumers to “drink their fruits,” claiming that 8 ounces of
juice is the equivalent of two fruits.
Rather than positioning against another brand, an alternative strategy is to
 Positioning by product user: Positioning a product by associating it with a
particular user or group of users is yet another approach. An example: Sports
Shoes from Nike or any other brand

 Positioning by competitor: Competitors may be as important to positioning

strategy as a firm’s own product or services. Advertisers used to think it was a
cardinal sin to mention a competitor in their advertising. However, in today’s
market, an effective positioning strategy for a product or brand may focus on
specific competitors.
Ex: Avis, which positioned itself against the car-rental leader, Hertz, by
stating, “We’re number
two, so we try harder.”
About Dieter Zetsche:
Dieter Zetsche is a German engineer and business executive. He was the
chairman of the board of management of Daimler AG and head of
Mercedes-Benz until 22 May 2019, a role he had held since 2006, in
addition to being a member of the company's board since 1998.
 Positioning by cultural symbols: The objective in positioning based on a
cultural symbol is to identify something like a symbol very meaningful
to people that have not been used by competitors and harness it to
associate your brand with that symbol. Ex: Airlines have done this with
cultural symbols to associate with royal treatment.
When a product is associated with a meaningful symbol, the brand is easily
identifiable and
differentiated from others

 Repositioning: One final positioning strategy involves altering or changing a

product’s or brand’s position. Repositioning a product usually occurs because
of declining or stagnant sales or because of anticipated opportunities in other
market positions. Repositioning is often difficult to accomplish because of
entrenched perceptions about and attitudes toward the product or brand.
Ex: Mahindra's recent logo changing strategy
Experts advising TATA (Repositioning)
 Assignment
What are the major challenges of companies todays in terms of
marketing?

You are advised to answer to the question based on a real case. The case
should be mentioned in the answer with the challenges explained and
resolved.
You also need to put up your conclusion at the end from a different
perspective.
The same assignment shall be made in hand written format as well as
PowerPoint format. (The case can be printed and attached)
Please do not forget to put at least 3 references at the end of the answer