Presentation On Marketing

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Packaging

It includes the activities of designing & Producing the container for a product. The container is called the package. TypesPrimary Secondary Shipping Package

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Advantages of Packaging

Safety Storage Advertise Goodwill Informative Handling

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Click to edit Master subtitle style

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Advertising Budget Factors that MUST BE CONSIDERED

Market Share & Consumer Base Competition Advertising Frequency Product Substitutability Stage in the PLC (Product Life Cycle)
Advertising Budget 1010

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Types of Budget

Percentage Sales Method Objective Task Method Affordable Method Competitive Parity method

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Marketing Philosophies

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MARKET SEGMENTATION
Market segmentation consists of taking the total heterogeneous market for a product & dividing it into several sub-market or segments, each of which tends to be homogeneous in full significant aspects. To identify and profile distinct groups of buyers who might prefer or require varying products and marketing mixes.

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IMPORTANCE OF MARKET SEGMENTATION

Better position to spot the marketing opportunities. Allocation of marketing budget. Effective marketing programme. Evaluation of marketing activities. Increase in sales Volume. To overcome the competition. Adjustment of product & marketing appeals.

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BASES FOR SEGMENTATION

Geographic location of customer. Demographic characteristics.

Age and life cycle stage Gender Income Social Class Life style Personality Value

Psychographics variables.

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Behavioral segmentation.

Occasions Benefits Buyer-Readiness stage Usage Rate

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LEVEL OF MARKET SEGMENTATION

Segment marketing Niche marketing Local marketing Individual marketing

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PROCEDURE FOR MARKET SEGMENTAION

Survey stage Analysis stage Profiling stage

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REQUIREMENTS FOR EFFECTIVE SEGMENTATION

Accessibility Measurable Viable Intensity of competition

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PLC Product Life Cycle

A popular tool to decide Marketing Strategy and Investment Basic steps: Current stage in PLC Overall Marketing Mix Reshape and control PLC

Try plotting different car brands in the market on this curve

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2020

The Introduction Phase

Summary of Characteristics, Objectives, & Strategies Sales Low sales
Costs Profits Mktg. Objectives Product Price Distribution Promotion
2/23/13 High cost per customer Negative or low Build product awareness & stimulate trial Offer a basic product Usually is high High distribution expenses Build product awareness among early adopters, & secure distribution

The Growth Phase

Summary of Characteristics, Objectives, & Strategies Sales Rapidly rising sales
Costs Profits Mktg. Objectives Product Price Distribution Promotion
2/23/13 Average cost per customer Rising profits Maximize market share Offer new product features, extensions, service Price to penetrate market Increase number of distribution outlets Build awareness and interest in the mass market

The Maturity Phase

Summary of Characteristics, Objectives, & Strategies Peak sales (growth slows, levels off) Sales
Costs Profits Mktg. Objectives Product Price Distribution Promotion
2/23/13 High profits, then lower profits Maximize profits while defending market share Diversify brand (many line extensions) Price to match or best competitors Build more intensive distribution Stress brand differences and benefits Low cost per customer

The Decline Phase

Summary of Characteristics, Objectives, & Strategies
Sales Costs Profits Mktg. Objectives Product Price Distribution Promotion
2/23/13 Declining sales Low cost per customer Declining profits (or profitable niche) Reduce expenditure and maintain, harvest, or drop the product; or Phase outreposition & reviveto basics) weak items (back Cut price Selective (phase out unprofitable outlets) Reduce to level needed to retain loyal customers & distribution

Marketing Strategy
SEGMENTAT ION identify and profile distinct groups of buyers who might prefer or require They
varying products and marketing mixes. Can be based on: Demographic Psychographic Behavioral Geographic

SEGMENTATION, TARGETING and POSITIONING!!!

TARGETI TheNG then decides which segments present the greatest opportunitythose whose needs firm
the firm can meet in a superior fashion. Evaluation of segments and then targeting can be done based on following decision parameters:

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Marketing Strategy
POSITIONI NG For each chosen target market, the firm develops a market offering.
The offering is positioned in the minds of the target buyers as delivering some central benefit(s).

Generic positioning: New product; Differentiate on needs Attribute positioning: Growth market; Differentiate on attributes Emotional positioning: Mature market; Differentiate on intangible attributes/ brand image

Perceptual map is used to map competing products to analyse their positioning

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Try doing STP for the different soap brands like Lux, Liril, Dettol, Lifebuoy etc

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Advertising and Marketing mix

Product Packaging, tastes, color, texture, aroma, style and design Price- Above the line and below the line advertising. Eg. Micromax -40 cr below the line and 60 cr above the line .

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Contd.

Place

Promotion- on the basis of appeal like fear, Humor, infomercials, creativity, competitive, offensive ,mobile advertising, internet, Bluetooth, Ambush advertising, film advertising.
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Timeline of Boroline.
1950- tender face cream . 196o BOROLINE for the skin , skin needs BOROLINE. 1970 BOROLINE has no substitute. 1980- the hard working cream that protects your skin. 1990 -The original, BOROLINE skin healthy skin. WOW FACTOR!!!! BOROLINE works 2/23/13 wonder..

How to tell a lie with advertising

Some examples Fairever fairness cream saffron content to prevent melanin formation. This preposition was not substantiated

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HUL SUNSILK FRUITAMINS shampoo external use of vitamins could it nourish hairs . Claimed not substantiated. Novartis brand of disposable lens . These lenses causes no protein build up but protein build up is natural biological phenomenon . Itstarts even if disposable lenses are put.
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Thank you
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