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MARKETING MANAGEMENT

Chapter 2

MACRO ENVIRONMENT
To succeed in marketing, we must learn to accommodate the external uncontrollable factors. These factors act as constraints at all levels. In other words they limitation on freedom of action.

MACRO ENVIRONMENT
Demography Economic Environment Social Cultural Environment Political and Legal Environment Competition Consumer Demand Ecology International Environment

MACRO ENVIRONMENT

Study of the demography of India helped McDonalds develop products which were more inexpensive since Indians are price sensitive

Seen here, economic indicators show the rise in car prices over time. This is due to rise in input costs which is a part of the economic environment

MACRO ENVIRONMENT

McDonalds did not use beef or pork in their burgers in India since beef and pork is a taboo. As an alternative they chose other meats like chicken

Govt of India is responsible for changes in prices of fuel such as LPG and petrol. This affects the revenue of oil companies and also the quality of products they have to offer.

MACRO ENVIRONMENT

Coke and Pepsi are regularly at war termed as Cola Wars. This is an effect of competition in the soft drink industry.

Demand of products by consumers have several determinants. Luxury products have lowest demand while essential goods have highest

MACRO ENVIRONMENT

Eco friendly products such as neem pencils and paper are gaining importance since customers want products that do not harm the environment.

This link will give you an example of how international trade policies can affect sales of products. http://www.rediff.com/money/20 07/apr/13bike.htm

MICRO ENVIRONMENT
Organization Corporate Resources Marketing Mix Markets Supplies Marketing Intermediaries Employees

MICRO ENVIRONMENT UNDERSTANDING INTEL CORPORATION


Organization:
Intel was founded in Mountain View, California in 1968 by Gordon E. Moore (of "Moore's Law" fame, a chemist and physicist) and Robert Noyce (a physicist and co-inventor of the integrated circuit) when they left Fairchild Semiconductor.  Intel's third employee was Andy Grove, a chemical engineer, who ran the company through much of the 1980s and the high-growth 1990s.


MICRO ENVIRONMENT UNDERSTANDING INTEL CORPORATION




Corporate Resources The high growth of Intel gave them very good profits at an early stage of incorporation. In terms of human resource talent, Intel had some of the best and still hires the best talent for its operations. Their biggest expense is R&D where people develop new, faster and more efficient processors.

Paul Otellini is the current President and CEO of Intel

MICRO ENVIRONMENT UNDERSTANDING INTEL CORPORATION




Marketing Mix Intel makes processors for several types of computers; desktop, laptops, notebooks, servers and even GPUs. They also make motherboards. Intel products are available globally and are at an affordable price.

MICRO ENVIRONMENT UNDERSTANDING INTEL CORPORATION




Markets Intel products are sold to computer manufacturers such as Dell. Where their biggest sale includes the Atom 450 processor for notebooks. Microsoft uses Intel Xenon for its X-box processor requirements. Intels i-core series is also available to consumers in retail as well.

MICRO ENVIRONMENT UNDERSTANDING INTEL CORPORATION


  

Supplies Lynnfield Processors is one of main supplier to the iCore series of processors by Intel. The other suppliers include: AceCo Precision Manufacturing; Advanced Semiconductor Engineering, Inc.; ASML; Cabot Microelectronics Corporation; Cisco Systems, Inc.; DAIFUKU; FUJIFILM Electronic Materials; Grohmann Engineering; Hirata Corporation; Nikon Corporation; Nippon Mining & Metals Co., Ltd.; Nordson ASYMTEK; Praxair Electronics; Rofin-Baasel; Skanska; and Tokyo Electron Limited.

MICRO ENVIRONMENT UNDERSTANDING INTEL CORPORATION




Marketing Intermediaries Since most of Intels products are to be imported, it employs an agency to manage the imports. The agency sells to wholesalers who in turn make it available to different retailers.

MICRO ENVIRONMENT UNDERSTANDING INTEL CORPORATION




Employees Intel is known for providing some of the best benefits to its employees. They provide work from home, flexible timings options to their employees. More information can be found on http://www.intel.com/lifeatintel/lifework/

MARKETING MIX

A marketing mix is a combination of product offerings used to reach the target market for the organization.. The elements or variables that make up the marketing mix are:
Decision on product or service b) Decisions on price c) Decisions on promotion d) Decisions on distribution
a)

MARKETING MIX

Essential features of a marketing mix are:


It should match consumer needs. b) It should give competitive edge to the company c) It should match corporate resources d) All elements of the marketing mix must reinforce each other to support the positioning of the product.
a)

MARKETING MIX
Product

Place

Marketing Mix

Price

Promotion

MARKETING MIX

Four more Ps has been added to the horizon of marketing:


Packaging b) Process c) People d) Physical Evidence
a)

MARKET SEGMENTATION
It is the process of subdividing a market into distinct groups of customers with similar needs. Each subset of the market is selected as a target market and can be reached with a distinct marketing mix. Each sub group is characterized by particular tastes and requiring specific marketing mix.

MARKET SEGMENTATION

BENEFITS OF SEGMENTATION

Marketers are in a better position to locate and compare their opportunities When consumer needs are analyzed the marketers can formulate effective marketing programmes which will be tuned to the demands of the market. Marketers can make finer adjustments in their products and marketing communications. Competitors strengths and weaknesses can be understood effectively Segmentation leads to effective usage of resources because the customer is focused on in the marketing efforts and only target markets are served

BASES FOR MARKET SEGMENTATION


Consumer Characteristics Consumer Responses

Geographic

Benefits

Demographich and Socio Economic

Usage

Psychological

Loyalty

Occasion

CONSUMER CHARACTERISTICS APPROACH


Geographic characteristics The following are the geographic characteristics; Regional differences in product tastes are well known. Sellers distinguish areas and decide where they have competitive advantage. They may group markets such as urban and rural or on the basis of regions such as north, south, east and west

CONSUMER CHARACTERISTICS APPROACH


Geographic segmentation helps marketers concentrate their efforts on effective utilization of organization resources. Geographic mobility changes consumer habits and cancels the organization set up.

CONSUMER CHARACTERISTICS APPROACH


McDonalds chooses to sell wine along side burgers in the European markets while it sells burgers with soft drinks in the Asian markets. This is an example of segmenting products on Geographic characteristics. Since many Europeans have food with wine rather than water or soft drinks.

Demographic and Socio-Economic characteristics: The features are


It involves identifying buyers based on:.  Sex and Age: male and female consumers show remarkable differences. The recent interest with children, the teenage and youth market shows the importance of age as the variable characteristic. Different age groups have different age patterns.  Family Life-Cycle: it is defined in terms of age, marital status, age of housewife and present age of children. A family life cycle has a significant impact on the consumer behaviour regards to purchase of durable and non durable goods.


CONSUMER CHARACTERISTICS APPROACH


Social Class: Social class is used to describe the differences in a consumers purchasing power, knowledge and skills. It also considers income, occupation, education and place of residence. There are 3 social classes; upper class, middle class and lower class.  Religion, Race and Culture: these explain the regularities and diversities in human behaviour


CONSUMER CHARACTERISTICS APPROACH

Chik Shampoo was the 1st company to make shampoos in a sachet format and was able to enter the rural markets because of this change

Perfume is made separately for men and women as well by companies.

CONSUMER CHARACTERISTICS APPROACH


Psychographics segmentation can be broken down into lifestyle and personality characteristics:
Personality  Lifestyle


CONSUMER CHARACTERISTICS APPROACH

Viewer personality for Discovery science includes techies and school students. While viewer personality of NDTV Good Times includes housewives, college students and retired folk

Designer labels are meant for the lifestyle of the upper class. Who prefer unique, one of a kind clothes.

CONSUMER RESPONSE APPROACH


The approach has segmentation based on buyer behaviour. Usage: total usage of a family unit for a given product may act as a basis for segmentation. A buyer may be classified as heavy, medium and light users and non users. Marketer is usually interested in these heavy users.

CONSUMER RESPONSE APPROACH




Benefit: consumers are divided into various smaller segments each seeking a different type of benefit from the product Loyalty: They can create product preference scale. Buyers compare existing products based on their liking. That way seller can understand consumers who are loyal, moderately loyal and fickle minded. Occasion: This determines which situations produce optimal consumption patterns for a given product

CONSUMER RESPONSE APPROACH

Usage of products like toothpaste is regular and hence shows consumers buy this more often.

Different variants of sunsilk are sought after by different consumers who have different hair problems or textures

CONSUMER RESPONSE APPROACH

Customer loyalty is developed when good quality products are offered. Those who buy products of Apple are seen to be very loyal towards the company since the company offers products of very high quality

Haldirams products are considered only for celebratory occasions.

MARKET TARGETTING

A target market or target audience is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise

TARGET MARKETING STRATEGIES


Single-segment strategy Selective specialization Product specialization Market specialization Full market coverage

TARGET MARKETING STRATEGIES

For several years, Maruti Suzuki focused its products only on one segment that was small cars. Maruti 800 was their biggest success in India

Different products of Pepsi use different marketing mix. This is an example for their selective targeting strategy

TARGET MARKETING STRATEGIES

Chocolates from Cadbury all come from same manufacturer but each chocolate is sold to a different segment. Like Gems is targeted at kids while 5 Star for college students

Harley Davidson is specialized in the segment of selling choppers or customized bikes.

TARGET MARKETING STRATEGIES


Full Market coverage is seen in Nokia since it makes cell phones for the mass market. Each series of Nokia is focused on a particular segment. Like 1 Series phones 1100 is for the rural market and phones such as N series are meant for those who seek rich multimedia features.

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