MARKETING

by

Dr. Onkar Nath

Faculty Sir SPBT College, MUMBAI

MARKETING CONCEPT A situation where buyers and sellers of a commodity interact. Coming together of buyers and sellers of the same or similar commodities TYPES OF MARKET Geographical Area Product Nature of Transaction Volume of Transaction

MARKETING Marketing is the process of determining consumer demand for a product or service, motivating its sale and distributing it into ultimate consumption at a profit A management function A Business Philosophy

EVOLUTION OF MODERN MARKETING

Industrial revolution Digital revolution Better System Customer and market driven Wants of customers CRM Customer Satisfaction Nothing is worthwhile unless it touches the customer

MARKETING VS SELLING MARKETING MANAGEMENT A process of planning and executing the conception, pricing , promotion and distribution of goods and services and ides to create exchanges with target groups that satisfy customer and organizational objectives. FUNCTIONS OF MARKETING MANAGEMENT

Analysis Planning Implementation Control

IMPORTANCE OF MARKETING FOR INDIAN BANKS "The relevance of aggressive marketing in banks has come to the fore as never before" - M N Goiporia. CHARACTERISTICS OF SERVICES Intangibility Inseparability Heterogeneity Perishability

SERVICE
A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to physical product.

S.No.

1. 2. 3.

4. 5. 6.

7. 8.

Physical Goods Tangible Homogeneous Product and distribution separated from consumption A thing Core value produced in factory Customers do not participate in the production process Can be kept in stock Transfer of ownership

Services Intangible Heterogeneous Production, distribution and consumption re simultaneous process A activity Core value produced in buyer-seller interaction Customers participate in production Cannot be kept in stock No transfer of ownership

MAREKTING OF FINANCIAL SERVICES Intangibility, inseparability and heterogeneity are manifested at both strategic and tactible levels in services marketing. Marketing strategy provides the organisation with a sustainable competitive advantage in the markets it operates. Organization should understand consumer needs and identifies how those consumers should be grouped into different market segments. Product attributes, pricing decisions, methods of distribution and communication should all seek to reflect the chosen position.

BANK MARKETING Provides services Aimed to satisfy customers needs and wants Needs and wants may be non financial in nature Competitive element, efficiency and effectiveness Organizational objectives are still the driving force Commercial objective to make profit Social Objectives

Essentials for a Banks Success Cannot exist without customer Create, win and keep customers Organizational design should be oriented to the customer Deliver total satisfaction to the customer Customer satisfaction is affected by the performance of all the personnel of the bank.

MARKETING MIX Key concept in the modern marketing Considered to be core of marketing It is the set of tools that the firm uses to pursue its marketing objectives in the target market Decisions must be made for both the distribution channels and the final consumers

Marketing Lessons
OLD
Product
Price Place Promotion

New
Consumer
Cost Convenience Communication

Wining companies are those that can meet customer needs economically and conveniently and with effective communication
Services Marketing Mix Current Development

MARKETING RESEARCH Marketing research is research about problems. It emphasizes measurement & creativity, concentrates on dimensions & aspects. It focuses on what could be, rather than what is. Marketing programmes are market based objectives Market Positioning Target customers Customer need's to be satisfied Competitive benefits should be stressed

MARKETING RESEARCH PROCESS Objective of research problem The information to be gathered must be measurable It must be relevant to the problem The various pieces of information or knowledge to be gained must be related Exploratory Research Assess current knowledge through the number of information procedures

Types of Data Utilising Internal Data Secondary Data Library Reference Materials Government Publications Trade Association Publications Research Organisation Publications

Collecting Primary Data Observation - Overt action of the person Experiment - actual cause and effect relationship Survey

Elements of Quantitative Research Sampling theory Probability samples Non-Probability Samples Questionnaire Design Open-ended Dichotomous (Yes/No) Multiple Choice Semantic Differential Elements of Qualitative Research Projective Technique Intensive Technique Compiling and Tabulating Data

Time and Cost Considerations Advantages and Disadvantages of the Telephone Mail Personal Interview MAJOR USES OF MARKETING RESEARCH Sales and Marketing Research Product Research Business and Corporate Research Advertising and Communication Research Corporate Responsibility Research

MARKETING INFORMATION SYSTEM Environment Marketing Information System Internal Accounting System Marketing Intelligence System Marketing Research System Marketing Management System

MARKETING DATABASES Impact on Marketing Profiling Cross Selling Customer Retention Probability Assessment

MARKETING DATABASES (Contd.) Predicting Results Identity Need Define requirements Specifying and Sourcing System Install, Load and test Use and maintain

PRODUCT A product is anything that can be offered to a market for attention, acquistion, use or consumption that might satisfy a want or need PRODUCT PERSONALITY THE CORE THE ASSOCIATED FEATURES THE BRAND NAME & LOGO THE PACKAGE AND LABEL

PRODUCT LEVELS
Core benefit, basic product, expected product, Augmented product and Potential product.

PRODUCT CATEGORY Durability, tangibility and use Product item, Product Line, Product mix Banking product

PRODUCT PLANNING The process of product planning consists of determining the strategies in respect of various elements. Product Line, Product Mix, Branding, Packaging and New product development. PRODUCT LIFE CYCLE Introduction, Growth, Maturity, Decline The product Life cycle operates at three levels product level, product sub category, brand level.

WEAKNESS OF PLC CONCEPT Undefined concept No uniform shape Unpredictable turning points Unclear implications PRODUCT STRATEGIES Strategies based on Product Mix Strategies based on Product Life Cycle

PRODUCT MODIFICATION Quality Improvement Feature Improvement Style Improvement PRODUCT ELIMINATION GROWTH STRATEGIES Intensive Integrated Diversification

NEW PRODUCT DEVELOPMENT Idea Screening Concept Testing Product Development Test Marketing Commercial Launch DIVERSIFICATION Concentric Diversification Horizontal Diversification Conglomerate Diversification

BRANDING Line Extension Brand Extension Multi brands New Brands PACKAGING Primary Package Secondary Package Shipping Package LABELLING Identify the product or brand Describing information Promoting the product through 'attractive graphics'

PRICING Price is the sum value of all the values that consumers exchange for the benefits or having or using the product or service Different forms - Goods bought, hire charges, tution fees Dynamic Pricing - Varying prices Flexibility

OBJECTIVE OF PRICING Profit Survival Market Share Cash Flow Status Quo Product Quality Communicating Image Short term/Long term FACTORS INFLUENCING PRICING The Customer's Demand Schedule The Cost Function and Competitors Prices

PRICING METHODS Mark up Pricing Absorption cost Pricing Target Return Pricing Marginal cost Pricing Perceived Value Pricing Value Pricing Going Rate Pricing Auction Type Pricing English Auctions Dutch Auctions Sealed Bid Auctions Group Pricing.

Pricing Strategies

Geographical pricing Price discount and allowances Psychological pricing Promotional pricing Loss-leader pricing Special event pricing Cash rebates Low-interest financing Longer payment terms Warranties and service contracts Psychological discounting

Pricing Strategies (Contd.) Discriminating pricing First degree Second degree Third degree Customer groups Product form Image pricing Channel Location Time

Pricing Strategies (Contd.)

Product-mix pricing Product line pricing Captive-product pricing Two-part pricing By-product pricing Product-building pricing Market skimming pricing Market-penetration pricing

Distribution Distribution channel Marketing channels are sets of independent organizations involved in the process of making a product or service available for use of consumption.

Functions of distribution channels Market information Promotion Contact Matching Negotiation Product information Physical distribution Financing

Channels types Channel 1, Channel 2, Channel 3, Channel 4, Factor influencing channel section Product characteristics Perishable products Consumer durables Industrial products Market characteristics Customer characteristics Company resources Competition Product lines

Channels for banking products Intangibility Inseparability Variability Perishability Client relationship Branches Other channels Tele-banking ATMs Computerization Plastic Cards Virtual branches and automated video bankin

Intermediaries in banking services DSA Automobile Dealers Merchant establishments Physical distribution Transportation Warehousing Inventory Tasks of physical distribution Forecasting Order processing Inventory management Storage Protective packaging Transportation

Promotion Role of promotion Persuasion Inform Reminding Reinforcing

Promotion mix
Blended Mix of Promotion Tools
Advertising

Personal selling

Sales Promotion

Public Relations

Direct Marketing

Promotion mix strategies Push strategy Pull strategy Factors influencing promotion mix Types of product/market Buyers readiness stage PLC stage Promotion mix integration

Marketing Information System (MIS) Features of MIS Master Plan Coordination Future Orientation Computerized Environment Analyse Quantitative Information Regular flow of Information

Functions of MIS Collecting and assembling data Processing of data Analysis of data Storage of data Discrimination of information

Need of MIS Complex marketing activity Knowledge /information explosion Communication gap Prompt decision Non-price competition

Kinds of information needed Information about market forces Information about the banks market behaviour Internal information Components of MIS Internal marketing information Marketing intelligence system Marketing research system Advantages of MIS

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