2. PART 2 UNIT 8
Importance of data analytics in marketing
Customer relationship marketing
Digital marketing
Sustainable marketing
Rural marketing
Introduction to global marketing
Incoterms and its types
4. Data Analytics in Marketing
• Data analytics is an applied branch of statistics
which is concerned with study of data in order
to derive meaningful information for business
decision making
• Data analytics is being widely being used in
studying marketing phenomena
• Companies make marketing decisions based
on data analytics tools
5. What kind of data is used by data
analytics?
• Data can be related with:
Production [manufacturing] data
Sales data
Advertisement expenditure data
Customers data
Market data regarding demand etc
6. Why data analytics is important for
marketing?
• Data analytics is important for marketing because:
It is useful for making better marketing decisions
In today’s competitive business world, data
analytics can be used as a tool to make better
marketing strategies
Better marketing strategies can increase the
profitability of the company
In the longer run, data analytics can save cost for
the company
Data analytics can help the company stay ahead
of its competitors
10. Customer Relationship Marketing
• Customer Relationship Marketing a business
functions which focuses on developing a
lasting relationship with customers using
customer’s data and regular feedback
• It is focused on improving the customer
loyalty
11. Customer Relationship Marketing:
Significance
• Customer Relationship marketing focuses on
the customer’s needs & requirements
• It helps in improving customer loyalty
• It helps in improving profitability
• Satisfied and delighted loyal customers
improve the reputation of the company through
word of mouth publicity
• It emphasizes on long term relations with
customers
12. Customer Relationship Marketing:
Key Strategies
• Good customer service team that is responsive
to the customers
• Focusing on customer’s needs and interest
• Continuous Communication with customers
• Using social media as a tool for CRM
• Creating an innovative reward program for the
customers
15. What is Digital Marketing?
• Digital marketing can be simply defined as
Digital Marketing = Internet + Marketing
• Digital marketing can be defined as the use of
information technology in performing
functions of marketing like – advertising,
customer relationship management, sales etc
• Digital marketing has become very popular in
last once decade
16. Reasons for popularity of Digital
Marketing
• The following reasons can be noted:
Increasing Internet penetration
Improvement in mobile phone technology
[smart phones]
Reduction in internet usage prices
Increase in internet data speed
Development in area of E-Commerce
17. Types of Digital Marketing
• The following types can be noted:
Website marketing [SEO]
Search Engine Marketing [Google Ads]
Mobile Marketing through ‘Apps’
Social Media Marketing through various
platforms [Facebook, Instagram etc]
Video Marketing [YouTube]
18. Advantages of Digital Marketing
• The following advantages can be noted:
Wider customer reach than traditional
marketing
Relatively low cost
Can be managed easily
Fetches high returns on investment [ROI]
Becoming highly popular among the
consumers
21. Sustainable Marketing: Meaning
• Sustainable marketing is also called ‘Green
Marketing’
• Sustainable marketing is the promotion of
environmental and socially responsible
products and marketing practices
• E.g. organic food products are examples of
sustainable marketing
22. Sustainable Marketing: objectives
To offer products which are better for the
environment
To offer ‘natural’ or ‘green’ products to the
customers for harm-free consumption
Sustainable marketing can be considered as a
branding strategy e.g. OLA’s shared rides
Sustainable marketing has long term
perspective
23. Sustainable Marketing: Advantages
Safeguards the environment
Reduces wastage
Improves brand image and reputation
Increases the ability of business to comply
with regulations
Long terms benefits in terms of attractive
investors
27. Rural Marketing: Meaning
Rural marketing is a process of
Developing
Pricing
Promoting
Distributing rural specific goods and services
leading to desired exchange
with rural customers to satisfy their needs and
wants, and also to achieve organizational
objectives.
28. Rural Consumer: Characteristics
Characteristics of rural customers [in
comparison to urban consumers]
Low education level
Low income level
Less brand awareness
Limited product choices
Rigidity in traditions and customs
29. Rural Marketing: Opportunities
Wide scope of marketing
Large proportion of population lives in rural
areas
Improvement in rural infrastructure
Initiatives by corporate houses such as ITC,
Tata, Reliance etc
Increase in demand due to improvement in
rural income
30. Rural Marketing: Challenges
Low profitability for companies
Lack of communication facilities
Many products are not demanded in rural areas
Increasing brand awareness for rural
population
Dispersed markets
31. Rural Marketing: Rural Marts
Setting up of Rural marts by NABARD
[left] and Reliance Foundation [above]
33. Global Marketing: Meaning
Global marketing is “marketing on a
worldwide scale”
Global marketing is also a field of study in
general business management that markets
products, solutions and services to customers
internationally and globally
34. Global Marketing: Meaning
• It includes the whole process of planning,
producing, placing, and promoting a
company’s products in a worldwide market
• Global marketing is particularly important for
products that have universal demand, such as
food and automobiles.
• E.g. I-phone, coca cola etc
35. Global Marketing: Approaches
• There are three popular strategies:
Ethnocentric – Local values are ignored e.g.
standard products such as Apple Iphone
Polycentric – Local values are considered e.g.
McDonald burger in India is called Aloo Tikki
Burger
Geocentric – Fusion of Ethnocentric and
polycentric e.g. Coca Cola can taste same in
US and UK but different in India
36. Global Marketing: Entry Strategies
• The popular methods of entry into Global
markets are:
Exporting
Licensing
Franchising
Joint Venture
Foreign Direct Investment [FDI]
37. Global Marketing: Entry Strategies
Exporting – in this method the product is made
in the home country and exported to foreign
countries e.g. manufactured goods like shoes
Licensing – in this method, license [or permit]
is given to foreign companies to manufacture
products e.g. in case of medicines
Franchising – it is an agreement between the
franchisor and a franchisee for operating
business as per the terms of the franchisor e.g.
McDonalds operates restaurants on this model.
38. Global Marketing: Entry Strategies
Joint Venture: In this method a company
collaborates with a foreign company to enter
into a joint venture to manufacture goods and
services. E.g. Honda of Japan and Hero motors
of India had a joint venture ‘Hero Honda’
Foreign Direct Investment [FDI] – in this
method, a company starts its business in a
foreign country from the scratch – setting up
factory, hiring people, manufacturing and
selling product etc. It is a costly method.
40. Incoterms: Meaning
• Incoterms are a set of rules defining the terms
of sale. They are used while transporting goods
from the seller to the buyer.
• Incoterms refer primarily to the UN
Convention on Contracts for the International
Sale of Goods.
• The rules change every 10 years. The list of
Incoterms was last revised in 2020
41. Incoterms
• Incoterms 2020 are divided into four groups
(C, D, E, F).
• The rules are classified according to the fees,
risk, responsibility for formalities, as well as
issues related to import and export.
• According to the updated list of 2020, there are
11 Incoterms
42. Incoterms: Objectives
To provide a set of international rules for
foreign trade
To avoid misinterpretation in trade practices
To avoid dispute between the buyer and the
seller in international trade
To make the process of foreign trade smooth
To establish stronger security related standards
43. List of Incoterms 2020
• CPT – Carriage Paid To
• CIP – Carriage and Insurance Paid To
• CFR – Cost and Freight
• CIF – Cost, Insurance and Freight
• DAP – Delivered At Place
• DPU – Delivered at Place Unloaded
• DDP – Delivered Duty Paid
• EXW – Ex Works
• FCA – Free Carrier
• FAS – Free Alongside Ship
• FOB – Free On Board