marketing - sanb2basics

7/27/2019 Marketing - SanB2basics

1/13

Marketing

Back to BasicsSession 1

Knowledge sharing by

SSS Team

Shilpa/Srivatsa/Sanjeev


2/13

Inspiration

Business has only two functions - marketing and innovation.

Peter F. Drucker


3/13

Marketing

Marketing is the activity, set of institutions and processes for

creating, communicating, delivering and exchangingofferings that have value for customers,clients,partners and

society at large.(American Marketing Association,2007)

Level 1(Strategic)

Level 2

(Tactical)

Marketing

Strategy

Segmentation

Target market selection

Positioning

Marketing

research(infofor marketing

decisionsMarketing

plan

4 Ps

Product

Price

Place

Promotion


4/13

Comparison between Market

Research & Marketing research

Market research

Provide more global

information and focuses on

Place(of 4Ps)

May be considered as a subsetof Marketing research

country specifications

market potential and

accessibility

Provides overall customer

information (who, what, where,

when and how)

Competitors, information about

industry

Marketing research

Helps in the making strategic

and tactical decisions in

developing marketing plan

gives rather a more in-depthinformation on your offer and

customers.

interviews

tests of offer with direct

feedback

follow-up of the consumer and

its behaviour


5/13


6/13

Definitions- AMA

Market research: The systematic gathering, recording, and

analysing of data with respectto a particular market, where

market refers to a specific customer group in a specific

geographic area

Marketing research: is the systematic gathering, recording,

and analysis of data about issues relating

to marketing products and services

Focus groups, Observation, surveys,experiments


7/13

Marketing Research-Example

Gillette Venus Razor for Women

New product development

Extensive consumer research and market tests

Research revealed : Women changed their grip on a razor about 30 times

during each shaving session

Need a storage case to stick to shower walls

A case to hold spare blade catridges as women were

reluctant to leave the shower in order to replace a blade

Introduced 4 types of Venus Razors: Perfect shave

seekers, skin pamperers, pragmatic functionalities, EZ

seekers


8/13

Core Competency & Competitive

Advantage A core competency has 3 characteristics:

i. It is a source of competitive advantage and makes a

significant contribution to perceived customer

benefits

ii. It has applications in a wide variety of marketsiii. It is difficult for competitors to imitate

E.g. Core competency in Product design, development and marketing ,

outsourcing manufacturing to offshore place

Competitive advantage :

Ultimately derives from how wellthe company has

fitted its core competencies and distinctive

capabilities into tightly interlocking activity systems

so that competitors cannot imitate in near future

E.g.: Southwest Airlines in US, Wal-Mart, Ikea


9/13

How can you maximize your

organization's core

competencies?

Solution : Business Realignment (Marketing Management ,Kotler)

E.g. Godrej & Boyce realigned its furniture business to target the

home segment(Godrej Interio), with successful results

Reasons: Growing competition in institutional segment, evolving

consumer tastes and the aim to increase market share

Business realignment has 3 steps:

1. (re)defining the business concept or big idea

2. (re)shaping the business scope

3. (re)positioning the companys brand identity.


10/13

What is marketed/requires

marketing?

1. Goods

2. Services

3. Events

4. Experiences*

5. Persons*

6. Places*

7. Properties

8. Organizations

9. Information

10. Ideas*


11/13

Social marketing

Promoting powerful ideas that encourage socially desirable

behaviour and action is part of social marketing.


12/13

4 Ps and 7Ps

Successful marketing dependes upon a number of key issues.These include:

4Ps

What a company is going to produce: Product

How much it is going to charge: Price

How it is going to deliver its products/services: Place

How it is going to sell its customers about its products/services: Promotion

3 more Ps

As marketing became a more sophisticated discipline, a fifth was added

People: The reputation of your brand rests in your peoples hands

Mainly for service sector two more Ps- Process & Physical evidence

Source : The Chartered Institute of Marketing


13/13

Thank you

SSS Team

signing off

marketing - sanb2basics

Documents