marketing related presentation

2. ESSENTIALS OF MARKETING

3. A market is any place where the sellers of a particular good
or service can meet with the buyers of that goods and
service where there is a potential for a transaction to take
place. The buyers must have something they can offer in
exchange for there to be a potential transaction.

4. Marketing is a social and managerial function that aims at
satisfying human needs and wants through exchange of
goods and services by individuals and /or institutions at a
profit.
“The performance of business activity that directs the flow
of goods and services to the customer or ultimate user".

5. Marketing is a societal process by which individuals
and groups obtain what they need and want through
creating, offering, and exchanging products and value
with others.

6. The Marketing management process through which goods
and services move from concept to the customer.
It includes the coordination of four elements called the 4 P's
of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach
the customer's place, and
(4) development and implementation of a promotional

7. Philip Kotler - “Marketing is Social & Managerial
process by which Individuals & Groups obtain what
they Need and Want through Creating, Offering and
Exchanging products of the Value other”
Peter Drucker - Marketing is a social process by which
individuals and groups obtain what they need and want
through creating offering, and freely exchanging
products and services of value with others. For a
managerial definition, marketing has often been
described as “the art of selling products”

8. Scope of Marketing

9. What is Marketed?
 Goods
 Services
 Events
 Persons
 Places
 Properties
 Ideas

14. Need, Wants, Demands
Need. A human need is a state of felt deprivation.
Examples include the need for food, clothing, warmth
and safety.
Wants. Wants are how people communicate their
needs. A hungry person may want a hamburger,
noodles, or cheese and bread.
Demands. When backed by buying power, wants
become demands.

15. NEED>>>>>>>>>>>>WANT>>>>>>>>>>>>>>>>>DEMAND

19. A marketer can rarely satisfy everyone in a Market. Not
everyone likes the Same restaurant, same bike same
college and same movie. Therefore marketers start by
dividing up the market into different segments.
Segments will be divided based on Demographics,
psychographics, Economic and Geography
Then the marketers decide which segment presents the
great opportunity.

27. Benefits of Marketing ?
Raises the standard of living.
Adds utility to goods/service.
Makes buying convenient.
Maintains reasonable prices.
Improves the quality of life.

33. Customer value is the difference between the benefits
that the customer gains from owning and/or using a product and
the costs of obtaining the product.
Customer satisfaction depends on a product’s
perceived performance in delivering value relative to a buyer’s
expectations.
Quality begins with customer needs and ends with
customer satisfaction.

35. Company Orientation towards
the marketplace

42. Marketing Management Task

43. Three Critical Tasks
of the Marketing Department
Define
Target
Segments
Understand
Consumer
Needs
Satisfy
Consumer
Needs
First Task Second Task Third Task
features
benefits
values (motivations)
desires
fears
product
price
promotion
place

44. Segmentation refers to a process of bifurcating or
dividing a large unit into various small units which
have more or less similar or related characteristics.
•Basis of Market Segmentation
Gender
The marketers divide the market into smaller segments
based on gender. Both men and women have different
interests and preferences, and thus the need for
segmentation.

46. Age Group
Division on the basis of age group of the target audience
is also one of the ways of market segmentation.
The products and marketing strategies for teenagers
would obviously be different than kids.

48. Income
Marketers divide the consumers into small segments as per
their income. Individuals are classified into segments
according to their monthly earnings.
The three categories are:
High income Group
Mid Income Group
Low Income Group

51. Marital Status
Market segmentation can also be as per the marital status
of the individuals. Travel agencies would not have similar
holiday packages for bachelors and married couples.

52. Classification based on marital status

53. Occupation
Office goers would have different needs as compared to
school / college students.
A beach house shirt or a funky T Shirt would have no takers
in a Zodiac Store as it caters specifically to the
professionals.
Example: Zodiac Showroom

54. Psychographic segmentation
The basis of such segmentation is the lifestyle of the
individuals. The individual’s attitude, interest, value help
the marketers to classify them into small groups.
Lifestyle
Social Calss

58. The loyalties of the customers towards a particular brand
help the marketers to classify them into smaller groups,
each group comprising of individuals loyal towards a
particular brand.
Occasions
Benefits Sought
Usage and user status

62. Geographic Segmentation
Geographic segmentation refers to the classification
of market into various geographical areas. A marketer
can’t have similar strategies for individuals living at
different places.

63. McDonald’s in India does not sell beef products as it is
strictly against the religious beliefs of the countrymen,
whereas McDonald’s in US freely sells and promotes beef
products.
Veg Restaurant at Vaishnovadevi

64. 64
1. Target Market: A sub-group of a larger market
chosen as the focal point for a marketing or
advertising campaign. (NOT illegal or unethical!)
2. Positioning: Designing and representing a brand
in a way that is distinct in the consumer’s mind.
3. Positioning Strategy: Selecting key themes to
communicate to a target market.
4. Marketing Strategy: Evolves as a result of 1-3

65. 65
1. Target Market: A sub-group of a larger market
chosen as the focal point for a marketing or
advertising campaign. (NOT illegal or unethical!)
2. Positioning: Designing and representing a brand
in a way that is distinct in the consumer’s mind.
3. Positioning Strategy: Selecting key themes to
communicate to a target market.
4. Marketing Strategy: Evolves as a result of 1-3

66. Break the broad market into smaller,
more homogenous segments
Specifically target discrete market
segments
Position the brand to appeal to the
targeted segments

67. Introduction to Positioning.:
“Positioning is not what you do to a product. Positioning
is what you do to the mind of the prospect.”

68. “ Positioning is defined as the process of establishing and
maintaining a distinctive place in the market for an
organization and/or its individuals product offerings.” It
involves a company’s products / services creating and
occupying a place, in the minds of its customers.
Marketers should analyze the current position occupied by their firms in the
(present & prospective) customer’s minds and take necessary steps to create
a distinct and effective position.

70. Air Indigo in India has received many awards for
being the best airline to serve the ‘Economy
travelers with the best cheap fares.

71. A. Attribute Positioning;
B. Benefit Positioning;
C. Application Positioning;
D. User Positioning;
E. Competitor Positioning;
F. Category Positioning;
G. Quality Positioning, and
H. Price Positioning.

72. Attribute Positioning A service provider positions itself
based on an attribute or a feature. However, positioning
based on a feature or an attribute may not too well for some
services.
Example : “Times of India” positions itself as the No.1 daily
in India with the most number of readers.
Example : “Allahabad Bank” positions itself as the oldest
bank in India.

73. Benefit Positioning Most service providers resort to benefit
positioning as the general psyche of the customer is to
analyze the benefit that he derives by using a particular
service.
Example : “HDFC” bank is providing maximum transaction
of Rs. 1 Lakh in one time and also more interest provider.

74. Application Positioning The service is positioned as the
best for a certain application.
Example : “SBI” positions itself as the best in the business
where educational loans are concerned.

75. User Positioning The service is positioned for a specific
target group of users.
Example : “India” positions itself as the destination for
tourists seeking inner peace.
Example : “Wonder la” positions itself as a fun place for
children and youth
And “Goa” positions itself as the destination for fun-loving
youth.

76. Competitor Positioning The service is positioned by the
provider against a competitor’s service offering.
Example : “IIPM” positions itself against the “IIM’s” . Its Ad
says, “DARE TO THINK BEYOND IIM’s”

77. Category Positioning The service provider positions
itself as the category leader and becomes synonymous
with the service.
Example : “Essel World” became synonymous with an
entertainment park in India .

78. Quality Positioning A service is positioned in the market
as possessing a certain quality standard.
Example : “Oberoi And Hilton” hotels are positioned as
higher quality.

79. Price Positioning A service is positioned in the market as
possessing a certain price standard.
Example : “Nano” is the best example for price positioning.
Example : “NOKIA” for lower cost mobile hand sets.

94. EXTERNAL FACTORS

105. Competitive Advantage

107. Superior Quality Home furnishing at Affordable
Price

108. Barriers to entry due to government restrictions and regulations have been the
source of sustained competitive advantage for company like BEL

109. Any Questions?