Marketing Management

Balamurugan Annamalai
Why me for your marketing course?

Do think of answers for the following

personal questions (preferably before
attending Placement Training Session):

1. Tell me about yourself

MM I Pre-requisites

• Preparatory Sessions
• Algebra
A B C D E………………….
• Advanced Calculus
• Topology and Geometry
• Combinatory
1 2 3…………………….
• Dynamic system and Differential equations
• Information theory and signal processing

2*2 matrix/ 2D Graph

Marketing Management (MM) - Overview

MM I MM II
Module 1: Understanding the
Marketing Management
Process

Module 2: Capturing Marketing 4 P’s in detail

Insights

Module 3: Building Strong Brands

 Outline - Evaluation

No. Component Weightage

1 Surprise/ Informed quiz (zes) 15%
2 Mid-Term 20%
3 End-Term 30%
4 Case analysis (Group) 10%
5 Case presentation (Group) 5% Group size: Class strength divided by 10

6 Project analysis (Group) 20%

  Total 100%
4. Case Analysis (Academic)

Appropriate
Case Relevant
Frameworks/ Insights Solution
Question Facts
Concepts
Solving Academic Cases

• DON’T

• Do not go beyond the facts shared in the case

• Do not try to time-travel to the situation (Example: even Parle-G was doing similar things wrt distribution in 1990s)

• Try to connect with the concepts being taught in that session or the previous ones

• “Zameen par aa jao!” – Be grounded (don’t make sweeping statements (like a CEO))

• DO

• Exhibits are the heart of the case; use the facts to derive insights (no gut feelings)

• Make valid assumptions (if needed) and detail it that one can understand

• Flip case reading? What about searching for “?”

• Be precise, clear and simple

5. Case Presentation

The case presentations should adhere to the below structure:

Slide 1: 5 C Marketing Analysis Framework (Company, Customers, Competition, Collaborators, Context)

Slide 2: Decision problem (within 20 words); Alternatives & Framework used to evaluate

Slide 3: Evaluation of Alternatives (using appropriate concept and framework)

Slide 4: Recommended Action

Slide 5: Rationale and action plan to handle situations arising out of non-selection of other alternatives
Case Study – Marketing competitions & Placement

Guesstimate Estimate the consumption of Coke in India

Business Case Should HUL consider entering Ayurveda market post

covid?
Abe’s mother had four children. The first child was
Brain Teaser named April. The second child was named May. The
third child was named June. What was the fourth
child’s name? (in interview, expect quantitative ones)
Support materials shared
Defining Marketing for the New Realities

Balamurugan Annamalai
First Marketer?

Biblical Reference Indian Mythology?

Saubala aka 
Marketing Evolution
I) Pre-production Era
II) Production Era

Mass production and efficiency – producing as much as possible at as low a cost as possible
– and marketing efforts were based on securing the widest possible distribution
III) Sales Era

What is Marketing? (Drucker)

"’Marketing’ has become a fashionable term. But a gravedigger remains a gravedigger even when called a

‘mortician"—only the cost of the burial goes up.“

“A good deal of what is called ‘marketing’ today (1964) is at best organized, systematic selling in which the

major jobs—from sales forecasting to warehousing and advertising—are brought together and coordinated.”
IV) Marketing Era (Marketing Vs. Selling)

The difference between marketing and selling is more than semantic.

Selling focuses on the needs of the Seller, Marketing on the needs of the Buyer.

• Selling is preoccupied with the seller’s need to convert his product into cash;

• Marketing with the idea of satisfying the needs of the customer by means of the

product and the cluster of things associated with creating, delivering, and finally

consuming it
SIMPLE MARKETING SYSTEM
 What is Marketed? Can you come up with examples for each one
(variety)?

Goods Services Events Experiences Persons Places Properties Org. Information Ideas

Bike Saloon IPL Mt. Everest MSD Goa Aamby Melinda MM by Tata tea
base camp valley city Gates Kotler & Jaago re
Foundation Keller
a) What is Marketing? (AMA)

“Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large”

Who (Person) comes to your mind when you hear the word “MARKETING”?
So, Is Modi a Marketer (According to AMA)?!

What activities make you think that it is marketing?

• What’s the value?
• Isn’t it a duty of the elected representative?
• What’s being exchanged? Vote?!
• Isn’t it a constitutional right?
• Marketing strategies & techniques are used – say “Personal Branding”
b) What is Marketing? (Kotler)

“The art and science of choosing target markets and getting, keeping, and growing
customers through creating, communicating, and delivering superior customer value at
a profit”
“A marketer is someone who seeks a response—attention, a purchase, a vote, a donation
—from another party, called the prospect”

So, Is Modi a Marketer (According to Kotler)?!

 Value & Related Terms

Value: a combination of quality, service, and price (qsp: the customer value triad)

Value proposition: a set of benefits that satisfy those needs

What is “need”?

• Needs: the basic human requirements such as for air, food, water, clothing, and shelter

• Wants: specific objects that might satisfy the need - Society?

• Demands: wants for specific products backed by an ability to pay

Marketing in practice

Creating Value – Product Management (includes service)

Communicate Value – Branding -> Brand management

Deliver Value – Customer management (

https://www.greatsampleresume.com/job-responsibilities/customer-manager-responsibilities/
)

Task: Find job descriptions in Linkedin (and other sites) & detail the roles and responsibilities of
Product Management and Brand Management

Also check for Sales & Distribution Management Role

Evolution of Marketing – 5 Stages

Co-marketing
Relationship • Co-creation
marketing
STP • Customer
• Segmentation satisfaction
• Customer loyalty
• Targeting
etc.
4 Ps • Positioning
• Product
• Price
• Place
Selling • Promotion
• Promotion
STP
Marketing Mix - 4Ps (McCarthy, 1960s)
Firm-centric Perspective Customer-centric Perspective

4 Cs (Lauterborn, 1990)
• Consumer (client)
• Cost
• Convenience
• Communication

Can you map the 4Ps with 4Cs?

Concepts - Channels

COMMUNICATIO
DISTRIBUTION SERVICE
N
Deliver and receive
To carry out
messages from target
transactions with
buyers and include
potential buyers, the
newspapers, magazines, Help display, sell, or
marketer also uses
radio, television, mail, deliver the physical
service channels that
telephone, smart product or service(s)
include warehouses,
phone, billboards, to the buyer or user
transportation
posters, fliers, CDs,
companies, banks, and
audiotapes, and the
insurance companies
Internet
Marketing Concepts

Competitors: all the actual and potential rival offerings and substitutes a buyer might consider

Competitors of Coca-Cola?
Share of throat!

“Most of the total 800 billion litres of beverage which

people consume in a year is water, tea, coffee and juice... If
you look at how much of it is in packaged form, it is less
than one per cent of the total share of throat. The goal is to
convert consumer of unpackaged beverage to packaged
drinks. We have access to 3,000 beverages from our
international portfolio and variety is easier to offer in a
modern retail.”
(Venkatesh Kini, Ex-CEO India, Coco-Cola)
Exercise

1. Select a company, and analyse the 4Ps.

2. Is there any change wrt marketing concepts that you can observe because of
COVID?

Academic Case: A.V.Thomas & Co. Ltd, India

1. Objective is to give an idea about Marketing in Practice
2. Don’t focus on solving the case, get used to the marketing terminologies in practice; Exhibit
first
3. Hint: Try to think in terms of 2*2 matrix for solving; Product * Market
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