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1).

Adverting is only one element of the promotion mix, but it often considered prominent in
the overall marketing mix design. Its high visibility and pervasiveness made it as an
important social and encomia topic in Indian society. Promotion may be defined as “the co-
ordination of all seller initiated efforts to set up channels of information and persuasion to
facilitate the scale of a good or service.” Promotion is most often intended to be a supporting
component in a marketing mix. Promotion decision must be integrated and co-ordinated with
the rest of the marketing mix, particularly product/brand decisions, so that it may effectively
support an entire marketing mix strategy. The promotion mix consists of four basic elements.
They are:- 1. Advertising 2. Personal Selling 3. Sales Promotion, and 4. Publicity 1.
Advertising is the dissemination of information by non-personal means through paid media
where the source is the sponsoring organization. 2. Personal selling is the dissemination of
information by non-personal methods, like face-to-face, contacts between audience and
employees of the sponsoring organization. The source of information is the sponsoring
organization. 2 3. Sales promotion is the dissemination of information through a wide variety
of activities other than personal selling, advertising and publicity which stimulate consumer
purchasing and dealer effectiveness. 4. Publicity is the disseminating of information by
personal or non-personal means and is not directly paid by the organization and the
organization is not the source.
2.impact of technology on marketing strategies
1. Digital marketing has also greatly increased relevancy. Messages can be targeted with
a laser focus to very specific groups offering them relevant content.
2. A transformation of marketing is underway as we spend more time on our mobiles,
tablets and laptops.
3. The challenge for brands is to connect with customers through all these devices in real
time and create campaigns that work across social media, display advertising and e-
commerce
4. Marketers need to update their skills in order to make the most of these fast-moving,
and highly relevant campaigns through digital.
5. marketers need to become more savvy about technology, data and analytics, so the
technically minded staff on the digital side have to get more creative. 
6. A vital quality for marketers in the fast-changing digital environment is curiosity,
rather than any specific technical knowledge
7. It’s not about a particular tool or system
8. The Internet is changing the product and services available in a big way. 
9. Interacting with potential customers today can be like spinning a roulette wheel. 
10. n today’s digital world, customers want to know about the companies they interact
with and purchase from. In order to build loyalty brands need to be transparent and
demonstrate their personality online and the company’s ethos.

3.Strategy 1 – Focus on New Product


Objectives

Tata motors
To develop a range of exciting and contemporary products and services across the Public
Vehicle (PV) and Commercial Vehicle (CV) segments to match and surpass customer
expectations.

Strategy 2 – Expanding International Business


Objective

The main focus of this strategy is to identify the international market on the basis of
Regulatory Landscape, Geopolitical Landscape, And Competitive Landscape.

Strategy 3 – Mitigating Cyclicality


Objective

Company is planning to strengthen its operations while gaining market share and offering a
wide range of product and also planning to strengthen its business operations like financing
of vehicles and spare part sales and maintenance contracts among others.

Strategy 4 – Customer Focus


Objective

TML is focusing on giving a good and hassle free sales and service experience to its
customer.

JLR’s philosophy is “Customer First”, which helps it in doing the things with more ease.

Creating value for the customers and enabling and using people efficiently

Strategy 5 – Organisational Efficiency and Cost Management Objective

To critically review and right –size the cost structure to deliver best-in-class products at
competitive prices and maximise the returns on a continual basis.

6.) Customer satisfaction and value are both fundamental concepts in the


understanding of marketing. It is important to note that while they are highly
interrelated, they also operate independently.
Essentially, value is when a consumer perceives that they will get a good deal from
the company, brand, product or service. To put this in more marketing terms, the
consumer will see value when the benefits they expect to receive exceed the
expected costs and effort involved in acquiring the product. Please note
that customer value is discussed in more detail in another article on this website.
Therefore, as potential customers (that is, the target market) will be attracted to the
offering if they perceive that the benefits exceed the cost (which equals value), the
ability of a firm to be able to offer good value is paramount to its success in
generating ongoing new customers.
This means that value is a pre-purchase assessment of the product by the
consumer. If a consumer perceives that the product brand or service offers very little
value based on their pre purchase assessment OR if they perceive that it offers less
value than a competitive offering, then the consumer will not buy that particular
item.
In terms of the buyer decision process (which marketing students will cover in
consumer behavior topics), this pre-purchase assessment occurs in the evaluation
phase.
Customer satisfaction, on the other hand, occurs after the consumer has become a
customer. That means they have purchased the product or have had dealings with a
service firm with. Customer satisfaction is their assessment of how well that value was
delivered – that is, did they get the value that they expected to receive? (Again,
please note that there is a separate section article on this website that
discusses customer satisfaction in more detail). In terms of the buyer decision
process, this customer satisfaction assessment occurs in the post-purchase phase.
Therefore, the difference between customer satisfaction and value is that one is
a pre-purchase assessment and the other is a post purchase assessment; as
shown in the following model.
7.The five product levels are:

1. Core benefit:
The fundamental need or want that consumers satisfy by consuming the product or
service. For example, the need to process digital images.

2. Generic product:
A version of the product containing only those attributes or characteristics absolutely
necessary for it to function. For example, the need to process digital images could be
satisfied by a generic, low-end, personal computer using free image processing software
or a processing laboratory.

3. Expected product:
The set of attributes or characteristics that buyers normally expect and agree to when they
purchase a product. For example, the computer is specified to deliver fast image
processing and has a high-resolution, accurate colour screen.

4. Augmented product:
The inclusion of additional features, benefits, attributes or related services that serve to
differentiate the product from its competitors. For example, the computer comes pre-
loaded with a high-end image processing software for no extra cost or at a deeply
discounted, incremental cost.

5. Potential product:
This includes all the augmentations and transformations a product might undergo in the
future. To ensure future customer loyalty, a business must aim to surprise and delight
customers in the future by continuing to augment products. For example, the customer
receives ongoing image processing software upgrades with new and useful feature

9.BRAND EQUITY
Brand equity is a marketing term that describes a brand’s
value. That value is determined by consumer perception of
and experiences with the brand. If people think highly of a
brand, it has positive brand equity. When a brand
consistently under-delivers and disappoints to the point
where people recommend that others avoid it, it has
negative brand equity
Brand equity is a value that a business holds or receives through Brand awareness,
peoples perception, competitor advantages, brand recognition & advocacy.

In simple terms, Brand equity means a company has successfully differentiated itself
from other products in the market through superior product quality, excellent
customer service, or an effective marketing campaign, some aspect of the business
has garnered enough recognition and respect from customers, so that they never
bother about comparatively spending more on the product/services.

1).Consumers prefer high-equity brands because:


• They find it easier to interpret what benefits the brand offers
• Feel more confident to it.
• Get more satisfaction from using it.
Because of such consumer preference, the brand can charge a higher price
and command more loyalty.
2). Competitive advantage

 Loyal customers:- True loyalty often means customers pay more and go out of their
way to buy from your company or to buy your products. High brand equity is a key quality
to generate loyalty. Brands such as Oakley sunglasses, Gucci handbags and Apple have
developed loyal followings on the strength of brands known for elite equality, unique
designs and innovative leadership.
 Greater Profits:- Brand equity, by definition, means a product line has greater value
with your name or logo on it than it would with a generic or unknown label. With
customers willing to pay extra for a name they trust or value, your gross profit should be
strong relative to generic alternatives.

 Expansion Opportunities:- By leveraging the value of your brand, you can expand
into new markets, extend your brand with new store concepts or products and increase
your revenue streams. Apple has leveraged its brand equity in mobile technology to
launch multiple tech devices and new generations of each every few years.
3. Awareness
Brand awareness is related to the strength of the brand in memory, as reflected by consumers’
ability to identify various brand elements (i.e., the brand name, logo, symbol, character,
packaging, and slogan) under different conditions. Brand awareness relates to the likelihood that
a brand will come to mind and the ease with which it does so given different type of cues.

4. Recognition
In the abstract, recognition processes require that consumers be able to discriminate a stimulus —
a word, object, image, etc. — as something they have previously seen. Brand recognition relates
to consumers’ ability to identify the brand under a variety of circumstances and can involve
identification of any of the brand elements. The most basic type of recognition procedures gives
consumers a set of single items visually or orally and asks them if they thought that they had
previously seen or heard these items.

5. Brand Advocacy simply means that people who love your brand will continue to support
your company and promote your services or products to new customers organically.
Thus, helping your brand become visible to larger audiences and increase revenue without
having to spend on advertising or other traditional marketing initiatives.

10.CHANNELS OF DISTRIBUTION
You are aware that while a manufacturer of a product is located at one
place, its consumers are located at innumerable places spread all over
the country or the world. The manufacturerhas to ensure the
availability of his goods to the consumers at convenient points for their
purchase. He may do so directly or, as stated earlier, through a chain of
middlemen like distributors, wholesalers and retailers. The path or
route adopted by him for the purpose is known as channel of
distribution. A channel of distribution thus, refers to the pathway used
by the manufacturer for transfer of the ownership of goods and its
physical transfer to the consumers and the user/buyers (industrial
buyers).
Stanton has also defined it as “A distribution channel consists of the set
of people and firms involved in the transfer of title to a product as the
product moves from producer to ultimate consumer or business user”.
Basically it refers to the vital links connecting the manufacturers and
producers and the ultimate consumers/users. It includes both the
producer and the end user and also the middlemen/agents engaged in
the process of transfer of title of goods.

Primarily a channel of distribution performs the following functions:


(a) It helps in establishing a regular contact with the customers and
provides them the necessary information relating to the goods.
(b) It provides the facility for inspection of goods by the consumers at
convenient points to make their choice.
(c) It facilitates the transfer of ownership as well as the delivery of
goods.
(d) It helps in financing by giving credit facility.
(e) It assists the provision of after sales services, if necessary.
(f) It assumes all risks connected with the carrying out the distribution
function.

11.CUSTOMER RETENTION
The customer retention definition in marketing is the
process of engaging existing customers to continue
buying products or services from your business. It’s
different from customer acquisition or lead
generation because you’ve already converted the
customer at least once.

The best customer retention tactics enable you to form


lasting relationships with consumers who will become
loyal to your brand. They might even spread the word
within their own circles of influence, which can turn
them into brand ambassadors.
12.Internal Environment – The Internal Marketing Environment includes all the factors
that are within the organization and affects the overall business operations. These factors
include labor, inventory, company policy, logistics, budget, capital assets, etc. which are a
part of the organization and affects the marketing decision and its relationship with the
customers. These factors can be controlled by the firm

13. Marketing Organisation: Marketing organization is the framework for planning


and making marketing decision that are essential to marketing success. It is the
vehicle for making decision on all marketing areas such as product, price, place and
promotion. Marketing organization is a group of marketing persons working together
towards the attainment of certain common objectives. Marketing organization
provides a system of relationships among various marketing functions to be
performed by coordinating among marketing people.
Types of marketing organization structures: The marketing organization of a business
can be structured on any of the following basis:
a. Line and staff organization
b. Functional Organization
c. Product oriented marketing organization
d. Customer oriented marketing organization
e. Geography oriented marketing organization
f. Matrix form / combined base
1. Line and Staff Organization: In most business forms especially medium size the
marketing job is structured around few line functions and few staff functions i.e.
Major staff functions is organized into separate department and the line function is
responsible for sales department. The required coordination between the line and
staff function is managed by the executive at higher level.
Merits:
1. Provides expert advice from specialists
2. Relives line executes of routine, specialize functions
3. Enables young sales executive to acquire expertise
4. Helps in achieving effective coordination
5. Easy to operate
6. Less Expensive
Demerits:
1. Produce confusions arriving from indeterminate authority relationships
2. Curbs the authority of experts
3. Too much is expected from executives
4. Decision making is taken by top management
2. Functional: Under the organization the departments are created on the basis of
specified functions to be performed i.e. The Activities related to marketing,
distribution etc
Merits:
1. Division of work base on specialization
2. Relives line executives of routine and specialized functions
3. Promotes application of expert knowledge
4. Helps to increase overall efficiency
Demerits:
1. Leads to complex relationships
2. Makes coordination ineffective
3. Promotes centralization
4. Lack of proper coordination
5. Delay in taking decisions
3. Product Oriented Marketing Organization: Organizations that produce wide variety
of products often organize marketing, training and promotion with respect to a
product.
Merits:
1. The salesmen can render better customer service as they possess good
knowledge of product and may have close contacts with customers.
2. It makes individual departments responsible for the promotion of specific
products.
3. It facilitates effective coordination
Demerits:

1. It increases the employment of a number of managerial personal


2. Many salesmen of same enterprise attend same customer each representing a
separate product which creates confusion in the minds of the customer.
3. There may be duplication of activities

4. Customer Oriented Marketing Organization: When the departmentation of sales


organization is done on customer basis it is called customer oriented marketing
organization. Deparmtnetation by customer may be done in enterprise engaged in
providing specialized services to different classes of customers.

Merits:
1. It takes into account needs of each class of customers.
2. IT provides specialization among the enterprise staff
Demerits:
1. It makes coordination difficult
2. It may lead to underutilization of resources in same department
3. There may be duplication of activities
4. These types of sales organizations are not suitable for small enterprises.

5. Geography/Territory: In a territory oriented marketing organization , the


responsibilities for marketing of various products rests almost entirely with line
executives .The territory managers are given varying nomenclatures like depot
manager, district manager, area manager, zonal manager , divisional manager etc.

Merits:
1. It leads to economy in terms of times and money
2. It helps in taking knowledge of local customers
3. It helps in effective control
Demerits:
1. It requires employment of number of managerial personnel.
2. It dilutes control from head quarters

14. ONLINE PROMOTION

Online promotion is the process of using the internet's various platforms to


promote your brand. It is essential if you want to get brand exposure at a
reasonable cost.

 Online promotion increases brand awareness for your business


 It helps your business reach a wider audience.
 You can do online brand promotion at a relatively lower cost
 It has a lower barrier to entry.
 Certain aspects of online promotion can be automated. This means fewer
people can execute a brand promotion plan that typically needs a bigger
team.
 Due to tagging technology, results from online promotion are more
measurable compared to offline methods such as billboards and print ads.
 Online promotion is a welcome alternative for smaller businesses
and startups who cannot compete against companies with bigger advertising
budgets.
TECHNIQUES OF ONLINE PROMOTION

There are different techniques that different organizations used to


follow for the online promotion, these Online Advertising
Strategies and Promotional Techniques are as follow:

Search Engine Optimization:


Search engine optimization is the process of creating your
company’s website and blog so as to rank it higher on popular
search engines when Internet users search for specific keyword
phrases. You can hire a specialist to make your online presence as
optimized as possible, or you can take the time to fine-tune your
website yourself.

Start out by obtaining a user-friendly URL, which is an acronym


for Uniform Resource Label, or website address, according to the
Business Insider website. Help your SEO by thinking of all the
two- to- five-word phrases that best describe your business. Once
your site has been optimized, start linking to other sites to build
traffic. Purchase Internet traffic software to track your results.

Free Online Directories:


A large number of online business directories list all businesses in
a local area, a specific industry or both. More often than not, these
websites rely on advertising revenue to earn a profit. This means
the more content they have to offer, the more money they make in
the long term. Because of this, most online business or service
directories will be more than happy to list your company for free,
but you have to take the initiative to reach out to them.

Newsletter Advertising

It is a great way to reach select groups of consumers. For


example, if you sell health products, you could advertise in a
newsletter that offers health tips and advice. Because newsletter
advertising is targeted, it can be expensive. If your budget is tight,
you can always start your own newsletter campaign.

Email Marketing:
Email marketing is an online version of direct mail. Instead of
sending a customer a flyer or advertisement, this form of Internet
marketing allows businesses to send the same info, or even more,
via email. Businesses have a wide variety of choices on what to
send in an email marketing campaign, including coupons,
newsletters, invitations to special events and surveys.

Pay-Per-Click Advertising:
Also known as search engine marketing, pay-per-click advertising is
when business place ads on search engine websites like Google and
Yahoo.  The ads are usually placed in special top or side panels that
separated out for paid ads. Most search engines offer businesses the
opportunity to bid on the ad space on their pages. The business that is
willing to pay the most each time an Internet user clicks on the ad gets
the spot.
Viral Marketing:
Through viral marketing, you can drive targeted traffic to your
website.  You will either want to hold a contest or make sure that you
have valuable information available.  Whenever this is the case,
people will tell others about your website, and word-of-mouth
advertising will kick in.

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Online Video Promotions:


Videos are an effective way to promote your website, store or
business-to-business customer. However, it is best to integrate them
with other promotional or advertising methods, according to
Entrepreneur.com. Write out a small script for your five- to- eight-
minute video. Offer some free advice that entices people to visit your
site or call you. For example, an owner of a small marketing research
firm may instruct businesses how to create the ideal survey. Create
a Youtube.com account and place your video in online business
publications or social networking sites, including Facebook.com.
Target the customers that you want to attract by labeling your video
appropriately.
Banner Swapping:
Contact other small businesses in your area and offer to place a
banner ad for their company on your website if they will do the same
for you. This can be a highly cost-effective way to spread free
advertising messages online to local audiences, but you must limit the
number of ads you place on your own website to avoid making it
appear cluttered. Plan your banner swaps strategically to partner with
businesses that have a wide reach in your target market

15.) Retailers sell goods online. A type of electronic commerce whereby consumers
buy goods or services directly from a seller through the Internet using a web browser
from any place. It is a process that allows the customers to search, select and
purchase the products, services and information remotely over the Internet. The
largest of these online retailing corporations are Alibaba, Amazon and eBay.

Electronic commerce, commonly known as e-commerce, is a type of industry where


buying and selling of product or service is conducted over electronic systems such as
the Internet and other computer networks.

Benefits of online retail

The benefits of retailing online include:

 Easy access to market - in many ways the access to market for


entrepreneurs has never been easier. Online marketplaces such as eBay and
Amazon allow anyone to set up a simple online shop and sell products
within minutes.
 Reduced overheads - selling online can remove the need for expensive
retail premises and customer-facing staff, allowing you to invest in better
marketing and customer experience on your e-commerce site.
 Potential for rapid growth - selling on the internet means traditional
constraints to retail growth finding and paying for larger - are not major
factors. With a good digital marketing strategy and a plan a scale up order
fulfilment systems, you can respond and boost growing sales.
 Widen your market / export - one major advantage over premises-
based retailers is the ability expand your market beyond local customers
very quickly. You may discover a strong demand for your products in other
countries which you can respond to by targeted marketing, offering your
website in a different language, or perhaps partnering with an overseas
company.
 Customer intelligence - ability to use online marketing tools to target
new customers and website analysis tools to gain insight into your
customers’ needs.
 16. Pricing can be defined as the process of determining an
appropriate
 price for the product, or it is an act of setting price for the
product.
 Pricing involves a number of decisions related to setting price
of product.
 Pricing policies are aimed at achieving various objectives.
Pricing decisions
 are based on the objectives to be achieved. Objectives are
related to sales
 volume, profitability, market shares, or competition.
 1. Profits-related Objectives:
 Profit has remained a dominant objective of business
activities.
 Company’s pricing policies and strategies are aimed
at following
 profits-related objectives:
 i. Maximum Current Profit:
 One of the objectives of pricing is to maximize current profits.
This
 objective is aimed at making as much money as possible.
Company tries
 to set its price in a way that more current profits can be
earned. However,
 company cannot set its price beyond the limit. But, it
concentrates on
 maximum profits.
 ii. Target Return on Investment:
 Most companies want to earn reasonable rate of return on
investment.
 Target return may be:
 (1) fixed percentage of sales,
 (2) return on investment, or
 (3) a fixed rupee amount.
 Company sets its pricing policies and strategies in a way that
sales
 revenue ultimately yields average return on total investment.
For example,
 company decides to earn 20% return on total investment of 3
crore rupees.
 It must set price of product in a way that it can earn 60 lakh
rupees.
 2. Sales-related Objectives:
 The main sales-related objectives of pricing may
include:
 i. Sales Growth:
 Company’s objective is to increase sales volume. It sets its
price in such a
 way that more and more sales can be achieved. It is assumed
that sales
 growth has direct positive impact on the profits. So, pricing
decisions are
 taken in way that sales volume can be raised. Setting price,
altering in price,
 and modifying pricing policies are targeted to improve sales.
 ii. Target Market Share:
 A company aims its pricing policies at achieving or
maintaining the target
 market share. Pricing decisions are taken in such a manner
that enables the
 company to achieve targeted market share. Market share is a
specific volume
 of sales determined in light of total sales in an industry. For
example,
 company may try to achieve 25% market shares in the relevant
industry.
 iii. Increase in Market Share:
 Sometimes, price and pricing are taken as the tool to increase
its market share.
 When company assumes that its market share is below than
expected, it can
 raise it by appropriate pricing; pricing is aimed at improving
market share.
 3. Competition-related Objectives:
 Competition is a powerful factor affecting marketing
performance.
 Every company tries to react to the competitors by
appropriate business
 strategies.
 With reference to price, following competition-
related objectives
 may be priorized:
 i. To Face Competition:
 Pricing is primarily concerns with facing competition. Today’s
market is
 characterized by the severe competition. Company sets and
modifies its
 pricing policies so as to respond the competitors strongly.
Many companies
 use price as a powerful means to react to level and intensity of
competition.
 ii. To Keep Competitors Away:
 To prevent the entry of competitors can be one of the main
objectives of
 pricing. The phase ‘prevention is better than cure’ is equally
applicable here.
 If competitors are kept away, no need to fight with them. To
achieve the
 objective, a company keeps its price as low as possible to
minimize profit
 attractiveness of products. In some cases, a company reacts
offensively to
 prevent entry of competitors by selling product even at a loss.
 iii. To Achieve Quality Leadership by Pricing:
 Pricing is also aimed at achieving the quality leadership. The
quality leadership
 is the image in mind of buyers that high price is related to high
quality product.
 In order to create a positive image that company’s product is
standard or
 superior than offered by the close competitors; the company
designs its
 pricing policies accordingly.
 iv. To Remove Competitors from the Market:
 The pricing policies and practices are directed to remove the
competitors
 away from the market. This can be done by forgoing the
current profits – by
 keeping price as low as possible – in order to maximize the
future profits
 by charging a high price after removing competitors from the
market.
 Price competition can remove weak competitors.
 4. Customer-related Objectives:
 Customers are in center of every marketing decision.
 Company wants to achieve following objectives by the
suitable
 pricing policies and practices:
 i. To Win Confidence of Customers:
 Customers are the target to serve. Company sets and practices
its pricing
 policies to win the confidence of the target market. Company,
by appropriate
 pricing policies, can establish, maintain or even strengthen the
confidence of
 customers that price charged for the product is reasonable
one. Customers
 are made feel that they are not being cheated.
 ii. To Satisfy Customers:
 To satisfy customers is the prime objective of the entire range
of marketing
 efforts. And, pricing is no exception. Company sets, adjusts,
and readjusts
 its pricing to satisfy its target customers. In short, a company
should design
 pricing in such a way that results into maximum consumer
satisfaction.

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