Академический Документы
Профессиональный Документы
Культура Документы
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.
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.
The main focus of this strategy is to identify the international market on the basis of
Regulatory Landscape, Geopolitical Landscape, And Competitive Landscape.
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.
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
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.
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.
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.
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.
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.
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
Newsletter Advertising
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.
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.