FORMAT OF SESSION

AN UNDERSTANDING OF WHAT MARKETING IS. A LOOK AT THE DEMAND SIDE THE CONSUMER. A LOOK AT THE SUPPLY SIDE THE MARKETEER.

MARKETING?

MARKETING
EXCHANGES INVOLVING THE SATISFACTION OF HUMAN NEEDS AND WANTS, BETTER THAN THE COMPETITION ALWAYS GO BACK TO THE BASICS. NEEDS & WANTS?

NEEDS AND WANTS

NEED: BASIC, ORGANIC CANNOT BE CREATED. WANTS: MAN MADE, CREATED.

DEFINING THE BUSINESS

CHARLES REVSON & COSMETICS. THEODORE LEVITT & THE DRILL. THE CHAIRMAN OF ROLEX. COCA COLA AND MARKET SHARES. WHAT HAPPENED TO PHOTO STUDIOS?

MARKETING MYOPIA

RAILROADS. CINEMA. MOSQUITO CREAMS. ADVERTISING AGENCIES. THE TRAVEL AGENT. THE COURIER SERVICE. ANOTHER PROFESSION?

VOLUNTEER!

VOLUNTEER NEEDED. SOMEBODY GOOD AT QUIZZING TRIVIA.

INSIDE THE MIND

WHICH WAS THE FIRST TEAM TO CLIMB MOUNT EVEREST? WHICH WAS THE FIRST TEAM TO LAND ON THE MOON? WHO WAS THE FIRST PERSON TO FLY SOLO ACROSS THE ATLANTIC?

AFFINITY FOR FIRSTS

WATSONIAN PHILOSOPHY. FOOD HABITS AND COOKING MEDIA. THE GENERIC PRODUCT SCOTCH TAPE, TEFLON, XEROX, FROOTI, GOOGLE. PSYCHO-SEDUCTION OF CHILDREN VANCE PACKARD.

VOLUNTEER!

VOLUNTEER NEEDED. SOMEBODY WHO HAS A BATH.

MEMORY TEST

NAME AS MANY BRANDS OF TOILET SOAP THAT YOU ARE AWARE OF (NOT WASHING SOAPS OR DETERGENTS).

MEMORY TEST

THERE ARE MORE THAN 30 NATIONALLY ADVERTISED SOAPS. WHAT IS THE PROBLEM?

RAM PROBLEMS

THE HUMAN MIND IS AN INADEQUATE CONTAINER. HENCE, BRANDS/PERSONS/COUNTRIES ARE ARRANGED IN LADDERS IN THE MIND. SELECTIVE ATTENTION & SELECTIVE AMNESIA.

THE IRRATIONALITY
PRINGLES POTATO CHIPS. CAPTAIN NEMO. WILLS FILTER SMOKERS. TEA AND THE AMERICANS. DOCTORS & PRESCRIPTIONS. SEVEN DECADES OF ADVERTISING.

THE ERAS

THE INFORM ERA. THE PRODUCT ERA, ROSSER REEVES AND USP. THE IMAGE ERA AND DAVID OGILVY. THE POSITIONING ERA, TROUT AND RIES. THE CUSTOMISATION ERA, THE NET.

POSITIONING

AMITABH BACHCHAN. MAGGI NOODLES. TITAN AND HMT. BUILDINGS OF UNILEVER, RELIANCE AND ITC. SOCCER TEAMS. GOOGLE.

THE ARSENAL
THE MARKETING MIX
PRODUCT PRICE PROMOTION PLACE

PRODUCT DOMINANT

SONY. ROLLS ROYCE. GOOD KNIGHT AND FROOTI.

PRICING DOMINANT
NIRMA. THE GREY MARKET. MONT BLANC PENS. PATEK PHILIPPE WATCHES.

PROMOTION DOMINANT

COOL DRINKS. MAGGI KETCHUP. CHOCOLATES.

PLACE DOMINANT

UNILEVER. ITC. ASIAN PAINTS.

THE FOUNTAINHEAD

CONSUMER BUYING BEHAVIOUR.

TAILORING THE MIX - 1

WHAT IS COMMON WITH RESPECT TO CONSUMER BUYING BEHAVIOUR IN THE CASE OF NEWSPAPERS, COOKING OIL AND CIGARETTES?

TAILORING THE MIX - 2

WHAT IS COMMON WITH RESPECT TO CONSUMER BUYING BEHAVIOUR IN THE CASE OF CARS, TELEVISIONS AND REFRIGERATORS?

TAILORING THE MIX - 3

WHAT IS COMMON WITH RESPECT TO CONSUMER BUYING BEHAVIOUR IN THE CASE OF COOL DRINKS, TOFFEES AND BIKANERI BHUJIA?

TAILORING THE MIX - 4

WHAT IS COMMON WITH RESPECT TO CONSUMER BUYING BEHAVIOUR IN THE CASE OF MATCH BOXES AND CANDLES?

TAILORING THE MIX - 5

WHAT IS COMMON WITH RESPECT TO CONSUMER BUYING BEHAVIOUR IN THE CASE OF SCANNERS AND DVD PLAYERS?