marketing session 002

8/6/2019 Marketing Session 002

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Metamarkets:Metamarkets: Markets in the Minds of theMarkets in the Minds of theCustomerCustomer

Customers think ofCustomers think ofactivitiesactivities,firms think of,firms think ofproductsproducts

e.g. The Home Ownership Experiencee.g. The Home Ownership Experience

Customers think ofCustomers think oflogically relatedlogically related activity clusteractivity cluster

*Buying and financing a home*Buying and financing a home

*Repair and Maintenance*Repair and Maintenance

Home ImprovementHome Improvement


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Home Ownership MetamarketHome Ownership Metamarket

Real Estate AgentsReal Estate Agents

BuildersBuilders

Municipal CorporationsMunicipal CorporationsElectricity CosElectricity Cos

PlumbersPlumbers

ElectriciansElectricians

Lawncare Service ProvidersLawncare Service Providers

ArchitectsArchitects

Interior DesignersInterior Designers


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MetamarketsMetamarkets

Around major life events:Around major life events:WeddingWedding

ChildbirthChildbirth

EducationEducationCareer ChangesCareer Changes

RetirementRetirement

Around Major AssetsAround Major AssetsHome OwnershipHome Ownership

Automobile OwenershipAutomobile Owenership

Financial AssetsFinancial Assets


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MetamediariesMetamediaries

TrustedTrusted third partiesthird parties that provide athat provide a single point of contactsingle point of contactbetweenbetween

A community of customersA community of customers

AndAnd

A community of sellers in a marketplaceA community of sellers in a marketplace


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Marketer and ProspectMarketer and Prospect

A marketer seeks aA marketer seeks a responseresponse from a prospectfrom a prospect

Response could be in several forms:Response could be in several forms:

PurchasePurchase

VoteVote

Expression of InterestExpression of Interest

ContributionContribution


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Needs,Wants and DemandsNeeds,Wants and Demands

Needs:Needs:

BasicH

uman RequirementsBasicH

uman RequirementsFoodFoodAirAir

ClothingClothing

ShelterShelter

RecreationRecreation

EducationEducation

EntertainmentEntertainment


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WantsWants

Needs directed toNeeds directed to specific objectsspecific objects thatthatsatisfy the needssatisfy the needs

An American and an Indian: Both needAn American and an Indian: Both needfood. American wants hamburger,Indianfood. American wants hamburger,Indianwants rotiwants roti

Wants areWants are shaped by ones societyshaped by ones society


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DemandsDemands

Wants for specific productsWants for specific products backed bybacked byability to payability to pay


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Value PropositionValue Proposition

Set of BenefitsSet of Benefits offered by marketersoffered by marketers totocustomers to satisfy their needscustomers to satisfy their needs


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IndiaIndia--An attractive value proposition forAn attractive value proposition foroutsourceresoutsourceres

Set of Benefits:Set of Benefits:

Reduction of process costs by 40Reduction of process costs by 40--60%60%

Abundant supply of qualified workforceAbundant supply of qualified workforceGood English speaking skillsGood English speaking skills

Lower Establishment CostsLower Establishment Costs

Improving Telecom InfrastructureImproving Telecom InfrastructureGovernment support for IT/ITESGovernment support for IT/ITES


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Market OfferingMarket Offering

Value Proposition is not concreteValue Proposition is not concrete

Market Offering: A Tangible offer from aMarket Offering: A Tangible offer from a

companycompany

Combination of:Combination of:ProductProduct

And/or ServiceAnd/or ServiceInformationInformationExperienceExperience


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BrandBrand

Offering from aOffering from a known sourceknown source

is ais a

NameName

TermTerm

DesignDesign

SymbolSymbol

Any other FeatureAny other Feature

ThatThat identifiesidentifies one sellers goods and services asone sellers goods and services as distinctdistinctfromfrom

othersothers


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Fundamentals of Customer ValueFundamentals of Customer Value

What customers care about?What customers care about?

What Vale Proposition appeals to them?What Vale Proposition appeals to them?


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ValueValue--The Dictionary MeaningThe Dictionary Meaning

Worth in usefulness or importance to theWorth in usefulness or importance to thepossessorpossessor


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ValueAn assessmentValueAn assessment

An assessment of:An assessment of:

ALL THAT YOU GETALL THAT YOU GET

In return forIn return for

ALL THAT YOU GIVEALL THAT YOU GIVE

In an exchangeIn an exchange


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Value.A better DefinitionValue.A better Definition

Perceived WorthPerceived Worth of a set of benefitsof a set of benefitsreceived in exchange for thereceived in exchange for the Total CostTotal Costofofan offering,taking into considerationan offering,taking into considerationavailableavailable competingcompetingofferings and pricesofferings and prices


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A new BMW buyerA new BMW buyer

What does she getWhat does she get

Benefits from the ProductBenefits from the Product

PerformancePerformance

ComfortComfort

SafetySafety

Benefits from ServiceBenefits from Service

FinancingFinancing

WarrantyWarranty

RepairsRepairsScheduled MaintenanceScheduled Maintenance

Roadside AssistanceRoadside Assistance

Emotional Benefits:Emotional Benefits: Social statusSocial status


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A new BMW buyerA new BMW buyer

What does she give?What does she give?

Involvement in time,money,efforts in follwing activitiesInvolvement in time,money,efforts in follwing activities

Searching for right carSearching for right car

Searching for right dealerSearching for right dealer

Negotiating dealNegotiating deal

Arranging for FinanceArranging for Finance

Maintaining car over lifetimeMaintaining car over lifetime


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Customer Value for a new BMW buyerCustomer Value for a new BMW buyer

Customer will assess these benefitsCustomer will assess these benefits

Weighed byWeighed by ImportanceImportance she gives to these benefitsshe gives to these benefits

Compared withCompared with Total Cost of buying and owning the carTotal Cost of buying and owning the car

Assessment of Value affected by:Assessment of Value affected by:

Other new cars in considerationOther new cars in considerationCurrently owned carCurrently owned car

Alternatives of public transportationAlternatives of public transportation


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ExchangeExchange

Process of obtaining desired product fromProcess of obtaining desired product from

someone by offering something in returnsomeone by offering something in return

Is a ValueIs a Value--creating processcreating process


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Exchange.Five ConditionsExchange.Five Conditions

At least two partiesAt least two parties

Each has something of Value to the otherEach has something of Value to the other

Each is capable of communicating and deliveryEach is capable of communicating and delivery

Each free to accept or reject the offerEach free to accept or reject the offer

Each believe it is appropriate/desirable to dealEach believe it is appropriate/desirable to dealwith third partywith third party


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TransactionTransaction

Said to take place when an exchangeSaid to take place when an exchangeactually happensactually happens

An exchange where the two parties agreeAn exchange where the two parties agreeupon terms and there is aupon terms and there is a trade of valuestrade of values


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BarterBarter

Transaction involving trading of goods andTransaction involving trading of goods andservices for other goods and servicesservices for other goods and services


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TransactionTransaction--Several DimensionsSeveral Dimensions

AgreedAgreed--upon Conditionsupon Conditions

Time of AgreementTime of Agreement

Place of AgreementPlace of Agreement


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TransferTransfer

Giver does not receive any tangibleGiver does not receive any tangiblereturns:returns:

GiftsGifts

SubsidiesSubsidies

Charitable ContributionsCharitable Contributions


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A marketer seeks responseA marketer seeks response

Behavioural Response from a prospect:Behavioural Response from a prospect:

An educational institute seeks enrolmentAn educational institute seeks enrolment

A business firm seeks purchaseA business firm seeks purchase

A political candidate seeks voteA political candidate seeks vote


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TwoTwo--Way Exchange MapWay Exchange Map

Student Want List1. High Quality Faculty

2.Contemporary course

Content

3. Quality PhysicalInfrastructure

4. Placement Assistance

Amplify(Marketer)

Student(Prospect)

Amplify Want List

1. Good Pricefor services delivered2.On-time payment

3. Good WOM


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Stages of the Exchange ProcessStages of the Exchange Process

Offer from

Marketer to prospect

Analysis ofothers needs

Counteroffer fromProspect to marketer

ExchangeSuccessful

ExchangeUnsuccessful

If there isagreement onT & C

If there is noagreement on

T & C


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Relationship MarketingRelationship Marketing

Business PhilosophyBusiness Philosophywhich aims to developwhich aims to developstrong relationships with a range ofstrong relationships with a range ofstakeholders:stakeholders:

CustomersCustomersSuppliersSuppliers

IntermediariesIntermediaries

Public OrganizationsPublic Organizations


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Relationships Matter more than everRelationships Matter more than ever

Partner RelationshipsPartner Relationships

As transaction costs decrease, firms willAs transaction costs decrease, firms willoutsource more of their non core activitiesoutsource more of their non core activities

The core of the firm will shrink,while theThe core of the firm will shrink,while theperiphery will expandperiphery will expand


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Relationships matter more than everRelationships matter more than ever

Customer RelationshipsCustomer Relationships

As markets saturate and new customers becomeAs markets saturate and new customers becomescarce,firms will need toscarce,firms will need to

Retain existing customersRetain existing customers more aggressivelymore aggressively

Generate more revenuesGenerate more revenues from each customerfrom each customer


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Relationships matter more than everRelationships matter more than ever

Employee RelationshipsEmployee Relationships

To win the war for talent, firms will need to:To win the war for talent, firms will need to:

AttractAttractandand RetainRetain the best employeesthe best employees

Improve theImprove theproductivityproductivityof their employeesof their employees


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Marketing ChannelsMarketing Channels

Marketing Channels

Communication

Channels

DistributionChannels

ServiceChannels


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Communication ChannelsCommunication Channels

Used for dialogue with the target buyers:Used for dialogue with the target buyers:TelevisionsTelevisions

RadioRadio

MagazinesMagazinesNewspapersNewspapers

OutdoorOutdoor

Direct MailDirect Mail

InternetInternet

Interactive MediaInteractive Media

Broadcast Media

Print Media

Support Media


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Distribution ChannelsDistribution Channels

Source

GrowerProducer

Service Provider

All individuals andOrganizations enroute

DistributorWholesaler

Retailer

Agent

Destination

Consumer


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Social Networking Sites in IndiaSocial Networking Sites in India

Companies increasingly using sites like FB, Orkut,Companies increasingly using sites like FB, Orkut,Bharatstudent,ibibo,Fropper for positioning their brandsBharatstudent,ibibo,Fropper for positioning their brands

Alternative costAlternative cost--effective patform for ad campaigneffective patform for ad campaign

Interactive contentInteractive content

One ad in five in the USA viewed on Social NetwrokingOne ad in five in the USA viewed on Social Netwrokingsitessites


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Webchutney..A digital agencyWebchutney..A digital agency

Works with clients like HUL,P & G, Airtel,MS to positionWorks with clients like HUL,P & G, Airtel,MS to positiontheir brandstheir brands

Survey: Ad budgets of 445 advertisersSurvey: Ad budgets of 445 advertisers

Overall spend fell by 10% to reach Rs.4,663 CrOverall spend fell by 10% to reach Rs.4,663 Cr

Spend on digital media grew by 44% to Rs. 299 CrSpend on digital media grew by 44% to Rs. 299 Cr

Major clients: Vodafone,Airtel,Samsung,Kwality andMajor clients: Vodafone,Airtel,Samsung,Kwality andAdidasAdidas


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Samsung Ultra Touch Mobile and ibiboSamsung Ultra Touch Mobile and ibibo

8.0 MP embedded Camera, Dual Power LED Flash8.0 MP embedded Camera, Dual Power LED Flash

Endeavour to reach trendy, fashion oriented customerEndeavour to reach trendy, fashion oriented customer

Sponsor of the ibibo iFashion photographer contestSponsor of the ibibo iFashion photographer contest

Even fashion photographer can shootEven fashion photographer can shoot

Largest fashion photography network onlineLargest fashion photography network online

iFashion Photographer Session 3iFashion Photographer Session 3

Target leading fashion photographers across IndiaTarget leading fashion photographers across India


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Samsung UT and ibiboSamsung UT and ibibo

Opportunity to shoot international models with the bestOpportunity to shoot international models with the bestmake up aristmake up arist

Samsung found the platform extremely relevant andSamsung found the platform extremely relevant andinterestinginteresting

Photographers simply upload their photos on the sitePhotographers simply upload their photos on the site

iBibo community judges the best photographsiBibo community judges the best photographs

Top 5: Samsung UT mobile eachTop 5: Samsung UT mobile each


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Samsung UT Brand positioning and the iBiboSamsung UT Brand positioning and the iBiboplatformplatform

The UT redefines perfectionism in style,design and technologyThe UT redefines perfectionism in style,design and technology

Interactive platform and contentInteractive platform and content

Communicating superior Multimedia FeaturesCommunicating superior Multimedia Features


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Vodafones Zoo Zoo campaignVodafones Zoo Zoo campaign

Only on InternetOnly on Internet

Gave TV and print a missGave TV and print a miss

Used Vdopia, a premier Online Video and MobileUsed Vdopia, a premier Online Video and MobileAdvertising NetworkAdvertising Network

3 days, ran on Premium news,entertainment and sports3 days, ran on Premium news,entertainment and sports

portalsportals

1 Million Video Views1 Million Video Views


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Hublot from the LVMH Group.setting upHublot from the LVMH Group.setting updistribution channel in Indiadistribution channel in India

Louis Vuitton Moet Henneseythe worlds premier luxury brands likeLouis Vuitton Moet Henneseythe worlds premier luxury brands likeChristian Dior, Tag Heur, Moet & Chandon and Don PerignonChristian Dior, Tag Heur, Moet & Chandon and Don Perignon

Hublot.Premier watch brand from LVMH launched in early 1980sHublot.Premier watch brand from LVMH launched in early 1980s

Planning exclusive brand boutiques in 2011Planning exclusive brand boutiques in 2011

Talks on for JV with local retailer Zimson & Kapoor Watch coTalks on for JV with local retailer Zimson & Kapoor Watch co

Brand Valued at $ 200 MillionBrand Valued at $ 200 Million

Available from 9 MBOs in Bangalore,Delhi and MumbaiAvailable from 9 MBOs in Bangalore,Delhi and Mumbai

Local Partners: Kapoor Watch Co in Delhi and Zimson in MumbaiLocal Partners: Kapoor Watch Co in Delhi and Zimson in Mumbai


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Hublot from LVMHHublot from LVMH

Another 3/4 MBOs planned very soonAnother 3/4 MBOs planned very soon

Exclusive Outlet: First in DelhiExclusive Outlet: First in Delhi

: 15 planned by 2020: 15 planned by 2020

India: 3India: 3--4% of Global Sales4% of Global Sales

Potential to contribute 10% in 6Potential to contribute 10% in 6--10 years10 years

Investments: $ 1.5 Million in IndiaInvestments: $ 1.5 Million in India


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HublotHublot

Watches priced from $10,000 to $ 1 MillionWatches priced from $10,000 to $ 1 Million

More than time keeping devicesMore than time keeping devices

Communicating DevicesCommunicating Devices

Pieces of ArtPieces of Art

PODs with other brands: Newer methods and materials(Mg)PODs with other brands: Newer methods and materials(Mg)

Combination of tradition and futureCombination of tradition and future

30 countries across the globe in 18 exclusive boutiques30 countries across the globe in 18 exclusive boutiques


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Service ChannelsService Channels

Individuals/organizations providing support services helpingIndividuals/organizations providing support services helpingmarketers transact with buyersmarketers transact with buyers

Warehouses: StorageWarehouses: Storage

Transportation cos: TransportationTransportation cos: TransportationBanks: FinancialBanks: Financial

Insurance cos: CoverageInsurance cos: Coverage

Service Channel membersService Channel members facilitatefacilitate transactionstransactions


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Supply ChainSupply Chain

Network ofNetwork ofFacilitiesFacilities andand Distribution OptionsDistribution Optionsthat perform the functions of:that perform the functions of:

ProcurementProcurementof materialsof materials

TransformationTransformation of materials into intermediatesof materials into intermediatesand finished productsand finished products

DistributionDistribution of these finished products toof these finished products tocustomerscustomers


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Process P(1) P(2) P(3) P(4) P(n)Process P(1) P(2) P(3) P(4) P(n)

Chain of ProcessesChain of Processes


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Three Parts:Three Parts:

Supply Side:Supply Side:

Concentrates on how,where from and when raw materials areConcentrates on how,where from and when raw materials areprocured and supplied to manufacturingprocured and supplied to manufacturing


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The Chevrolet MalibuThe Chevrolet Malibu


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Sample Suppliers of the Chevolet MalibuSample Suppliers of the Chevolet Malibu

Instrument ClusterSiemens(Germany)

SeatsFaurezia(France)

Fuel LinesDana(USA)

TiresBridgestone(Japan)

Door PanelsJohnson

Controls(USA)

Winshield ,WindowsPilkington(UK)

Transmission ChainsBorgWagner(USA)

AlternatorValeo (France)

Cylinder LinersMahle (Germany)

Water Level SensorHella (Germany)


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Manufacturing SideManufacturing Side

Converts raw materials into finished productsConverts raw materials into finished products


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Distribution SideDistribution Side

Ensures that these finished products reachEnsures that these finished products reachthe final customersthe final customers

Through a network ofThrough a network ofdistributors,wholesalers and reatilersdistributors,wholesalers and reatilers


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Value ChainValue Chain

A supply chain represents aA supply chain represents a Value DeliverySystemValue DeliverySystem

Each organization captures only a certain percentage ofEach organization captures only a certain percentage ofthe total value generatedthe total value generated

Attempts to capture a higher percentage of value seen inAttempts to capture a higher percentage of value seen in::

Upstream Movement(Steel Plant buying iron ore mine)Upstream Movement(Steel Plant buying iron ore mine)

Downstream Movement( Steel Producer setting upDownstream Movement( Steel Producer setting upoutlets for branded steel products)outlets for branded steel products)


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Stages in a Firms Value ChainStages in a Firms Value Chain

R & D Procurement Marketing DistributionMfgSales

and

Service

PfizerR&Din Singapore

And Japan

SteelcaseSources

low cost partsFrom Chinaand Mexico

DellousourcesBPO services(dataEntry,call center,

Payroll processing)From India

GenzymeOutsources

much ofManufacturing andTesting of surgicalEquipements andDignostic products

To Germany,Switzerland and

UK

RenaultProduces cars in low

Cost countriesIn Easterm Europe

BMWand HondaSubsidiaries in

the USA

Carrefourand

BarclaysworldwideNetwork ofStores and

offices

Wolverine(Hush

Puppies)Contracts with

independentretail stores

abroard

AmwayAvon


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CompetitionCompetition

Includes all the actual andIncludes all the actual and Potential:Potential:

Rival OfferingsRival Offerings

SubstitutesSubstitutes

That a buyer might considerThat a buyer might consider


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Competition.StarwarsCompetition.Starwars

OptionsOptions

MovieHalls: Maheshwari,Sangeet,Paradise: Balcony:Rs. 60MovieHalls: Maheshwari,Sangeet,Paradise: Balcony:Rs. 60

Multiplex: Citypride: Balcony: Rs.120Multiplex: Citypride: Balcony: Rs.120

Cable: HBO,Starmovies: Included in Cable BillCable: HBO,Starmovies: Included in Cable Bill

Buy DVD from PlanetM: Rs. 700Buy DVD from PlanetM: Rs. 700

Download Movies fromDownload Movies from www.moviedownloadworld.comwww.moviedownloadworld.com

www.pickyourmovies.comwww.pickyourmovies.com

Annual Fees: Rs.800Annual Fees: Rs.800


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Maheshwari.Competitor Radar Screen


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Four Levels of competitionFour Levels of competition

Brand Competition:Brand Competition:

A company sees as competition other cosA company sees as competition other cos

offeringoffering

SimilarSimilarproducts/service toproducts/service to

TheThe samesame customerscustomers

AtAt similarsimilarpricesprices


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Brand Competition forHyundaiBrand Competition forHyundai

SUV manufacturers in India:SUV manufacturers in India:Hyundai (Tuscon)Hyundai (Tuscon)

Ford (Endeavour)Ford (Endeavour)

Honda(Honda CRV)Honda(Honda CRV)

Mahindra(Scorpio)Mahindra(Scorpio)

Tata(Safari)Tata(Safari)Toyota(Landcruiser)Toyota(Landcruiser)

Mitsubishi(Pajero)Mitsubishi(Pajero)

Nissan(X Trial)Nissan(X Trial)

Hyundai will not see brand competition inHyundai will not see brand competition in

MarutiMarutiScodaScoda

Mercedes BenzMercedes Benz


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Industry CompetitionIndustry Competition

Company will consider as competitors all cos makingCompany will consider as competitors all cos makingsame:same:

ProductProduct

Class ofP

roductsClass ofP

roducts

Hyundai will consider as industry competitors:Hyundai will consider as industry competitors:

MarutiMaruti

Mercedes BenzMercedes BenzSkodaSkoda


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Form CompetitionForm Competition

A company sees its competition all cosA company sees its competition all cosmanufacturing products that supply the samemanufacturing products that supply the samefunctionfunction

Hyundai will consider as form competitors:Hyundai will consider as form competitors:

Two wheeler manufacturersTwo wheeler manufacturers

Truck manufacturersTruck manufacturersBicyclesBicycles


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Generic CompetitionGeneric Competition

A co sees as its competitorsA co sees as its competitors all cos thatall cos thatcompete for the consumers walletcompete for the consumers wallet

Hyundai will see as competitors cos thatHyundai will see as competitors cos thatsell:sell:

High End Consumer DurablesHigh End Consumer Durables

New HomesNew Homes

Foreign HolidaysForeign Holidays


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EnvironmentEnvironment

Consists ofConsists ofactorsactors andand forcesforces outside marketingoutside marketingthat affects managements ability to develop andthat affects managements ability to develop andmaintain successful transactions with its targetmaintain successful transactions with its target

customerscustomers

Microenvironment (Task Environment)Microenvironment (Task Environment)

Macroenvironment(Broad Environment)Macroenvironment(Broad Environment)


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Cos MicroenvironmentCos Microenvironment

Internal ForcesInternal Forces ororForces close to the companyForces close to the companyover which some control is possibleover which some control is possible

Top ManagementTop ManagementOther FunctionsOther Functions

SuppliersSuppliers

Marketing IntermediariesMarketing Intermediaries

CustomersCustomersCompetitorsCompetitors


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Cos MacroenvironmentCos Macroenvironment

Relates toRelates to larger forces having an impactlarger forces having an impacton society as a wholeon society as a whole

Co has little influence on these forces andCo has little influence on these forces andcan only adapt its marketing mix tocan only adapt its marketing mix toaccount for the resulting opportunities andaccount for the resulting opportunities and

threatsthreats


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Major Forces of the MacroenvironmentMajor Forces of the Macroenvironment

DemographicDemographic

EconomicEconomic

NaturalNaturalTechnologicalTechnological

CulturalCultural

Political/LegalPolitical/Legal


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The Indian Cashew MarketThe Indian Cashew Market

Domestic consumption on the riseDomestic consumption on the rise

2008 consumption: 1.92 L Tonnes2008 consumption: 1.92 L Tonnes

India emerging as the Global Consumer 1, surpassingIndia emerging as the Global Consumer 1, surpassingUSAUSA

Export: Import(2003) : 60:40Export: Import(2003) : 60:40Export: Import(2008): 40:60Export: Import(2008): 40:60


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ReasonsReasons

Rise in domestic Per Capita IncomeRise in domestic Per Capita Income

Rise in number of middle class householdsRise in number of middle class households

Increasing use in sweets and confectionaryIncreasing use in sweets and confectionary

Rapid growth in retail outletsRapid growth in retail outlets


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Exports of kernel going down steadily since 2003Exports of kernel going down steadily since 2003

2003: Exports: 1.26 L Tonnes2003: Exports: 1.26 L Tonnes

2003: Domestic Sales: 88,246 Tonnes2003: Domestic Sales: 88,246 Tonnes

2008: Exports: 1.1 L Tonnes2008: Exports: 1.1 L Tonnes

2008: Domestic Sales: 1.92 L Tonnes2008: Domestic Sales: 1.92 L Tonnes

US Exports: 2003: 1.03 L TonnesUS Exports: 2003: 1.03 L Tonnes

US Exports: 2008: 1.13 L TonnesUS Exports: 2008: 1.13 L Tonnes


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Processing Capacity: 2003: 8 L Tonnes/YrProcessing Capacity: 2003: 8 L Tonnes/Yr

2008: 13 L Tonnes/Yr2008: 13 L Tonnes/Yr

Domestic market growing @17% per annumDomestic market growing @17% per annum

Prices steadyPrices steady

Modern retail chains: Increased shelfspace,increasedModern retail chains: Increased shelfspace,increasedvisibilty,availability, affordabilityvisibilty,availability, affordability

Modern retail: lower margins,more choice,variety, reachModern retail: lower margins,more choice,variety, reach

Unplanned purchaseUnplanned purchase


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Indian cashew marketIndian cashew market

ExportFutureExportFuture

By 2016, no exportable surplusBy 2016, no exportable surplus

Raw cashew crop has to increase@15% per annum to keep up withRaw cashew crop has to increase@15% per annum to keep up withdemanddemand

Domestic ConsumptionDomestic Consumption

Part of icecream,chocolate,sweet,biscuit,khichdi: Growth DriversPart of icecream,chocolate,sweet,biscuit,khichdi: Growth Drivers

45% of Domestic Demand is in Culinary and Confectionary segment45% of Domestic Demand is in Culinary and Confectionary segment

Traditionally used during festive seasonTraditionally used during festive season

Increase in users,usage,frequency and occasionsIncrease in users,usage,frequency and occasions

Easily available in small pouches of 50 gms,100 gmsEasily available in small pouches of 50 gms,100 gms


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The Global Automobile MarketThe Global Automobile Market

Data prepared by the Organization of Motor CarData prepared by the Organization of Motor CarManufacturers,ParisManufacturers,Paris

Automobiles: Passenger CarsAutomobiles: Passenger Cars

LCVLCV

MinibusMinibus

TrucksTrucksBusesBuses


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The Global Automobile Market.2008The Global Automobile Market.2008

World: 70.56 MillionWorld: 70.56 Million

EU: 18.43 MillionEU: 18.43 Million

Japan: 11.56 MillionJapan: 11.56 Million

China: 9.35 MillionChina: 9.35 Million

USA: 8.70 MillionUSA: 8.70 MillionGermany: 6.04 MillionGermany: 6.04 Million

South Korea: 3.8 MillionSouth Korea: 3.8 Million

Brazil: 3.2 MillionBrazil: 3.2 Million

France: 2.56 MillionFrance: 2.56 Million

Spain: 2.54 MillionSpain: 2.54 Million

India: 2.38 MillionIndia: 2.38 Million

Mexico: 2.19 MillionMexico: 2.19 Million


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Indian Car marketIndian Car market

Low penetration in India: 9/1000Low penetration in India: 9/1000

US car market:US car market:

2000: 16 Million2000: 16 Million

2009: 10 Million2009: 10 Million

Lowest Auto Sales in 2009 since MidLowest Auto Sales in 2009 since Mid--60s in USA60s in USA

Lowest Per Capita Car Sales in USA since WW 11Lowest Per Capita Car Sales in USA since WW 11


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Marketing ProgramMarketing Program

Plan to achieve cos objectivesPlan to achieve cos objectives


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Marketing MixMarketing Mix

Set ofSet ofMarketing ToolsMarketing Tools a firm uses toa firm uses topursue its objectivespursue its objectives

Also called theAlso called the Marketing DecisionMarketing DecisionVariablesVariables


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Marketing Mixthe Four PsMarketing Mixthe Four Ps

Classified into four broad groups:Classified into four broad groups:

ProductProduct

PricePrice

PromotionPromotion

PlacePlace


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ProductProductVariablesVariables

Product VarietyProduct Variety

Product QualityProduct Quality

DesignDesign

FeaturesFeaturesBrandnameBrandname

PackagingPackaging

SizeSize

ServicesServicesWarrantiesWarranties

ReturnsReturns


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Product VarietyProduct Variety

Santoor WhiteSantoor White

Santoor GlycerineSantoor Glycerine

SantoorHoneySantoorHoney

Santoor ApricotSantoor Apricot


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PricePrice VariablesVariables

List PriceList Price

DiscountsDiscounts

AllowancesAllowancesPayment PeriodPayment Period

Credit TermsCredit Terms


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PromotionPromotion VariablesVariables

Sales PromotionSales Promotion

AdvertisingAdvertising

Sales ForceSales ForcePublic RelationsPublic Relations

Direct PromotionDirect Promotion


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PlacePlace VariablesVariables

ChannelsChannels

CoverageCoverage

AssortmentAssortmentLocationsLocations

InventoryInventory

TransportTransport


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Marketing Decision VariablesMarketing Decision Variables--An alternateAn alternateclassificationclassification

The Offering

The Methods

and Tools

Product

Brand

Price

Service

DistributionChannels

Personal

Selling

SalesPromotion

Publicity


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Marketing Decision VariablesMarketing Decision Variables--Another AlternativeAnother Alternativeclassificationclassification

The Offering

TheCommunications

Mix

The DistributionMix


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The 4 Ps and the 4 CsThe 4 Ps and the 4 Cs

The 4 Ps:The 4 Ps: Marketing ToolsMarketing Tools available with theavailable with themarketermarketer

The 4 Cs: Each designed to deliverThe 4 Cs: Each designed to delivera customera customerbenefitbenefit


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The Four Ps and the Four CsThe Four Ps and the Four Cs

Marketing ToolsTheMarketing ToolsTheFour PsFour Ps

Customer BenefitsTheCustomer BenefitsTheFour CsFour Cs

ProductProduct Customer SolutionCustomer Solution

(need to study customer needs)(need to study customer needs)

PricePrice Customer CostsCustomer Costs(need to understand consumers cost to(need to understand consumers cost tosatisfy needs)satisfy needs)

PlacePlace ConvenienceConvenience(need to consider conveneience to buy)(need to consider conveneience to buy)

PromotionPromotion CommunicationCommunication(need to understand importance of(need to understand importance ofcommunication in marketing)communication in marketing)


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Marketing Philosophies and Business OrientationMarketing Philosophies and Business Orientation

Organizations have different stakeholders:Organizations have different stakeholders:

SHAREHOLEDERSSHAREHOLEDERS

EMPLOYEESEMPLOYEES

CUSTOMERSCUSTOMERSSOCIETYSOCIETY

Interests of different stakeholders often conflictInterests of different stakeholders often conflict

Business philosophy often helps company balanceBusiness philosophy often helps company balancebetween efficiency,effectiveness and social responsibilitybetween efficiency,effectiveness and social responsibility


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PRODUCTION CONCEPTPRODUCTION CONCEPT

Guiding PrincipleGuiding Principle

Customers interested only inCustomers interested only in Product AvailibiltyProduct Availibiltyandand LowPricesLowPrices

All Focus on ProductionAll Focus on Production

Prospect ofProspect ofdeclining unit costsdeclining unit costs makes profit prospects lookmakes profit prospects lookspectacularspectacular

Large Outputs create greatLarge Outputs create great pressurepressure to move the productto move the product

SellingSellingis emphasized andis emphasized and marketingmarketingis ignoredis ignored


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Selling versus MarketingSelling versus Marketing

SellingSelling MarketingMarketing

Focus on need ofFocus on need of sellerseller Focus on need of Focus on need of buyerbuyer

Preoccupied with sellers need toPreoccupied with sellers need toconvert his product to cashconvert his product to cash

Preoccupied with satisfying thePreoccupied with satisfying theneed of buyer activities including:need of buyer activities including:

IdentifyingIdentifyingNeedNeed

CreatingCreatingandand DeliveringDeliveringofferingoffering

Relatively simple processRelatively simple process MoreMore sophisticatedsophisticatedandand complexcomplexprocessprocess


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When is Production Concept suitable?When is Production Concept suitable?

Consumers interested in obtaining theConsumers interested in obtaining theproduct and not the featuresproduct and not the features

Company interested in expanding theCompany interested in expanding themarketmarket


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Product ConceptProduct Concept

Belief that customers will buy products with the best:Belief that customers will buy products with the best:

QualityQualityPerformancePerformanceFeaturesFeatures

Obsession with better productObsession with better product

Increasing Realization among cos the value of placing a broad definition on theirIncreasing Realization among cos the value of placing a broad definition on theirproductsproducts--emphasizing the UTILITY of a firms products to its consumersemphasizing the UTILITY of a firms products to its consumers

AT & T defines its products as telecommunication rather than TelephoneAT & T defines its products as telecommunication rather than Telephone

Mobil describes its business as energy rather than oil and gasMobil describes its business as energy rather than oil and gas

Universal Studios describes its business as entertainment rather than moviesUniversal Studios describes its business as entertainment rather than movies


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Selling ConceptSelling Concept

Belief that,consumers and businesses,Belief that,consumers and businesses, if leftif leftalone,alone, will not buy enough of cos productswill not buy enough of cos products

Organization undertakes aggressive selling andOrganization undertakes aggressive selling andpromotion effortspromotion efforts

Practised mostly forPractised mostly forunsoughtunsoughtgoods likegoods like

insurance, encyclopedia and political candidatesinsurance, encyclopedia and political candidates

Also practised by firms facingAlso practised by firms facing overcapacityovercapacity


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Marketing ConceptMarketing Concept

Originated in the 60sOriginated in the 60s

TheThe consumerconsumeris at theis at the dead centredead centre of the businessof the businessuniverseuniverse

Companies revolve around the customer and not theCompanies revolve around the customer and not theother way roundother way round


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A Revolution in MarketingA Revolution in Marketing

Stems from the idea thatStems from the idea thatthethe customercustomer, and, and not thenot thecompanycompany is at the centeris at the centershift of attentionshift of attention

FromFrom ToToProblem ofProblem ofmanufacturingmanufacturing

Problem of MarketingProblem of Marketing

ProductProduct we canwe canmakemake

Product that theProduct that theconsumerconsumerwants us towants us tomakemake

The companyThe company The marketplaceThe marketplace

From the Production Concept to the MarketingFrom the Production Concept to the Marketing


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From the Production Concept to the MarketingFrom the Production Concept to the MarketingConceptthe case of Pilsbury Inc.Conceptthe case of Pilsbury Inc.

1 st Era: Production Oriented1 st Era: Production Oriented

From the birth of the company in 1869 continued up to the 1930sFrom the birth of the company in 1869 continued up to the 1930s

The idea for the formation of our company came from:The idea for the formation of our company came from:

AvailibiltyAvailibiltyofHighofHigh--quality wheatquality wheat

ProximityProximityof water powerof water power

And not from:And not from:

Availibilty/proximity of major market areasAvailibilty/proximity of major market areasDemand for better quality,less expensive flour productsDemand for better quality,less expensive flour products

Principal concern:Principal concern: ProductionProduction, not marketing, not marketing


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Pilsbury Inc.Pilsbury Inc.

22ndnd. Era: Sales Oriented. Era: Sales Oriented

Started in 1930sStarted in 1930s

For the first time, company started getting conscious of the consumerFor the first time, company started getting conscious of the consumer

Establishment of aEstablishment of a commercial research departmentcommercial research department

Co, started understanding importance of intermediariesCo, started understanding importance of intermediariesCos thinking was We manaufacture a number of flour products for theCos thinking was We manaufacture a number of flour products for theconsumer market,we must have a first rateconsumer market,we must have a first rate sales organizationsales organization which canwhich candispose of all products at a favourable pricedispose of all products at a favourable price

We must back up this sales force withWe must back up this sales force with

Consumer AdvertisingConsumer Advertising

Market IntelligenceMarket IntelligenceWe want our salesmen and intermediaries to have all the tools they need toWe want our salesmen and intermediaries to have all the tools they need tomove output of plant to the consumersmove output of plant to the consumers

Still not marketing philosophy,but closerStill not marketing philosophy,but closer


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Pilsbury Inc.Pilsbury Inc.

3 rd. Era: Marketing Orientation3 rd. Era: Marketing Orientation

Started in the 60sStarted in the 60s

For the first time, the company felt the need forFor the first time, the company felt the need forselectingselectingbest new marketsbest new markets

Cos philosophy We make and sell products forCos philosophy We make and sell products forconsumersconsumers

Cos purpose: Satisfy theCos purpose: Satisfy the needsneeds andand desiresdesires, both actual, both actualand potential, of consumersand potential, of consumers

Not to: Mill Flour or manufacture a wide range ofNot to: Mill Flour or manufacture a wide range ofproductsproducts


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Understanding CustomerNeedsUnderstanding CustomerNeeds

Problem of listening to customers:Problem of listening to customers:

Customers tend to offerCustomers tend to offersolutionssolutions, when asked about, when asked aboutproblems,notproblems,not outcomesoutcomes they really wantthey really want

Customers find it hard to imagine alternate uses andCustomers find it hard to imagine alternate uses andfunctionsfunctions

Customers tend to edit out solutions they dont know areCustomers tend to edit out solutions they dont know arepossible like new materials,new technologiespossible like new materials,new technologies


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Five Types ofNeedsFive Types ofNeeds

Stated Need:Stated Need: Customer wants new windowCustomer wants new window

Real NeedReal Need: Customer wants lower energy: Customer wants lower energycosts/increased comfortscosts/increased comforts

Unstated NeedsUnstated Needs: Customer expects: Customer expectsworkmanship,timeliness,professionalism and valueworkmanship,timeliness,professionalism and value

Delight Needs:Delight Needs: Customer likes comethingCustomer likes comethingextra/unexpectedextra/unexpected

Secret NeedSecret Need: Wants neighbours to see him as trendy: Wants neighbours to see him as trendy

personperson


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Three types of MarketingThree types of Marketing

Responsive Marketing:Responsive Marketing:

NeedsNeeds--basedbased Marketing approach where aMarketing approach where a

marketermarketeridentifiesidentifies andand fulfilsfulfils a needa need

Invention of washing machines,dishwashers,andInvention of washing machines,dishwashers,andmicrowave ovens are all based on themicrowave ovens are all based on therecognition that women want to spend less timerecognition that women want to spend less timeon cooking and cleaningon cooking and cleaning


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Three Types of MarketingThree Types of Marketing

Anticipative MarketingAnticipative Marketing

Based on recognition of emerging/latent needsBased on recognition of emerging/latent needs

Parles introduction of Bottled Drinking WaterParles introduction of Bottled Drinking Water

Riskier than resposnive marketing: Possibilty ofRiskier than resposnive marketing: Possibilty ofwrong ttiming /market may not developwrong ttiming /market may not develop


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Three types of MarketingThree types of Marketing

Need Shaping MarketingNeed Shaping Marketing ororCreative MarketingCreative Marketing

A company introduces a product or service thatA company introduces a product or service thatnobody asked fornobody asked forororcould conceive ofcould conceive of

Nobody asked Sony for Walkman or CD,XeroxNobody asked Sony for Walkman or CD,Xeroxfor photocopiers, Apple for the iPodfor photocopiers, Apple for the iPod

Boldest form of marketingBoldest form of marketing

Market Driven Company versus Market DrivingMarket Driven Company versus Market Driving


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Market Driven Company versus Market DrivingMarket Driven Company versus Market DrivingCompanyCompany

Market Driven Company:Market Driven Company:

Advance over productAdvance over product--driven companydriven company

Market driven company focuses on:Market driven company focuses on:

ResearchingResearching current customerscurrent customers to identify their problemsto identify their problemsGatherGathernew ideasnew ideas

TestTestproposed product improvementsproposed product improvements

TestTest marketing mix changesmarketing mix changes

Market Driven companies efforts lead toMarket Driven companies efforts lead to incrementalincrementalimprovements, not radical innovationsimprovements, not radical innovations

MarketMarket--Driven company versus MarketDriven company versus Market--DrivingDriving


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MarketMarket Driven company versus MarketDriven company versus Market DrivingDrivingCompanyCompany

Market Driving CompanyMarket Driving Company

Improve our civilizationImprove our civilization

TheyThey create new marketscreate new markets ororchange the rules of the gamechange the rules of the game

Their innovations lead to:Their innovations lead to:

Significantly newSignificantly newproducts/services/business formatsproducts/services/business formats

EstablishEstablish new price pointsnew price points

DevelopDevelop new channelsnew channels

Examples: Microsoft,CNN,FedEx,SAP,Gilette,HExamples: Microsoft,CNN,FedEx,SAP,Gilette,H--PP


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STAGES IN CONSUMER DECISION PROCESSSTAGES IN CONSUMER DECISION PROCESS

AWARENESS

INTEREST

DECISION

ACTION

SATISFACTION

Advertising

Channel

Product/Service

Price

Word ofMouth


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C t R t tiC t R t ti


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Customer RetentionCustomer Retention

Critical and is more important thanCritical and is more important than customer acquisitioncustomer acquisition

Cost of attracting new customers>>>Cost of retaining oldCost of attracting new customers>>>Cost of retaining oldcustomerscustomers

New customers require far larger investments to achieveNew customers require far larger investments to achieveprofitability levels of old customersprofitability levels of old customers

F M k ti C t tF M k ti C t t M k t O i t tiM k t O i t ti


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From Marketing Concept toFrom Marketing Concept to Market OrientationMarket Orientation

Marketing Concept: Broad Business Philosophy ofMarketing Concept: Broad Business Philosophy oforganization beingorganization being customercustomer--focusedfocused

Market Orientation: A business is said to be marketMarket Orientation: A business is said to be market--oriented when its culture is systematically and entirelyoriented when its culture is systematically and entirelycommited to thecommited to the continous creation of superior customercontinous creation of superior customer

valuevalue

M k t O i t tiM k t O i t ti


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Market OrientationMarket Orientation

InformationAcquisition

InterfunctionalAssessment

Customer

Information

CompetitorInformation

Other market

Information(reg

ulators,supplier

s)

Shared Diagnosisand Co-ordinatedAction

Superior

Customer

Value

B d l C tiB d l C ti


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Boundaryless CorporationBoundaryless Corporation

When a business achives its objective ofWhen a business achives its objective ofdeveloping adeveloping apervasive market orientation,pervasive market orientation,

the marketing function becomes lessthe marketing function becomes lessimportantimportant

Market Orientation,Competitive Advantage andMarket Orientation,Competitive Advantage and


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, p g, p gBusiness PerformanceBusiness Performance

MarketOrientation

Customer

Driven

Competitor

Focused

Interfunctional

Coordination

Core Competence

CustomerService

Quality

Innovation

Competitive

Adantage

Customer Loyalty

New product

Success

Market share

Business

Performance

Profitability

Sales Growth

M k ti C tM k ti C t


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Marketing ConceptMarketing Concept

Often companies are forced to adopt dueOften companies are forced to adopt dueto adverse situations like:to adverse situations like:

Sales DeclineSales DeclineSlow GrowthSlow Growth

Changing Buying patternsChanging Buying patterns

Increasing CompetitionIncreasing CompetitionIncreasing Marketing ExpenditureIncreasing Marketing Expenditure

Customer ConceptCustomer Concept


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StaringPoint

Focus Means Ends

Individual

customer

Customer

Needs,

Values

One-to-one

Marketing

Profitable Growth through

capturing:

Customer Share

Customer Loyalty

Customer Lifetime Value



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Focus on Individual customers and not on customer segmentsFocus on Individual customers and not on customer segments

Companies try to understand individual customers by collecting andCompanies try to understand individual customers by collecting and

analyzing individual customersanalyzing individual customers::

Past TransactionsPast TransactionsDemographicsDemographics

PsychograhicsPsychograhics

Media DifferencesMedia Differences

Thereafter oneThereafter one--toto--one marketers designone marketers design separate offeringsseparate offerings totoindividualindividual customerscustomers

Customer ConceptCustomer Concept the Philosophythe Philosophy


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Customer ConceptCustomer Concept--the Philosophythe Philosophy

Profitable growth through building customers:Profitable growth through building customers:

Share of WalletShare of Wallet

Customer LoyaltyCustomer LoyaltyCustomer Lifetime Value(CLV)Customer Lifetime Value(CLV)

This concept follows from a trueThis concept follows from a true MarketMarketOrientationOrientation



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Not for every companyNot for every company

Huge InvestmentsHuge Investments required for collecting and maintainingrequired for collecting and maintaininginformationinformation

Works well for companies whichWorks well for companies which

normallynormallycollect a lot of customer infocollect a lot of customer info

Carry products which could beCarry products which could be crosscross--soldsold

Carry products that require periodicCarry products that require periodic upgrading/replacingupgrading/replacing

Sell HighSell High--Value ProductsValue Products



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Widely practised by:Widely practised by:

Financial Services Company such as banksFinancial Services Company such as banks

Automobile manufacturing companiesAutomobile manufacturing companiesHighHigh--End Consumer Goods like JewellersEnd Consumer Goods like Jewellers

Book RetailersBook Retailers

Societal Marketing ConceptSocietal Marketing Concept


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Marketing Concept sidesteps potential conflicts between:Marketing Concept sidesteps potential conflicts between:

Customer WantsCustomer WantsCustomer InterestsCustomer InterestsLongLong--run Social Welfarerun Social Welfare

MacDonalds sell french fries high in starch and fat: FulfillingMacDonalds sell french fries high in starch and fat: Fulfillingcustomer wants but hurting customer healthcustomer wants but hurting customer health

Automobile Industry: Promoting large automobiles but leading toAutomobile Industry: Promoting large automobiles but leading tohigh pollution levels,increasing traffic congestion and more fatalhigh pollution levels,increasing traffic congestion and more fatal

accidentsaccidents

The societal marketing concept enlarges the marketing conceptThe societal marketing concept enlarges the marketing concept

The Societal Marketing ConceptThe Societal Marketing Concept Basic PhilosophyBasic Philosophy


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The Societal Marketing ConceptThe Societal Marketing Concept--Basic PhilosophyBasic Philosophy

Determine customers needs and WantsDetermine customers needs and Wants

Deliver superior value in target marketDeliver superior value in target market

In a way thatIn a way that

Improves customers andImproves customers and societyssocietys wellbeingwellbeing

Same as Marketing

Concept

New

The Societal Marketing ConceptThe Societal Marketing Concept


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The Societal Marketing ConceptThe Societal Marketing Concept

Requires organization to think about theRequires organization to think about the longlong--run interests of the societyrun interests of the societywhile meetingwhile meetingorganizational objectivesorganizational objectives

One should not act responsibly only toOne should not act responsibly only tocustomers but also to:customers but also to:

The environmentThe environment

All others affected by it(nonconsumers)All others affected by it(nonconsumers)


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Society

(HumanWelfare)

Consumer(Wants)

CompanyProfits

SocietalMarketingConcepts

Cause Related MarketingCause Related Marketing


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Commercial ActivityCommercial Activity by which businessesby which businessesand charities or causes form a partnershipand charities or causes form a partnershipwith each other to market an image,goodwith each other to market an image,goodor service for mutual benefitor service for mutual benefit



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Originated in 1983Originated in 1983

American Express and the Statue of LibertyAmerican Express and the Statue of Liberty

CampaignCampaign

When price and quality are equal, to help aWhen price and quality are equal, to help acause, people are ready to switch brandscause, people are ready to switch brands

Also calledAlso called social marketingsocial marketing

Business and MarketsBusiness and Markets--The Times are ChangingThe Times are Changing


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Business and MarketsBusiness and Markets The Times are ChangingThe Times are Changing

Major societal forces:Major societal forces:

Technological AdvancesTechnological Advances

GlobalizationGlobalization

DeregulationDeregulation

Customers:Customers:

Higher ExpectationsHigher Expectations

Less Brand LoyaltyLess Brand LoyaltyMore InformedMore Informed

Greater Price SensitivityGreater Price Sensitivity

Business and marketingBusiness and marketing--The Times are achangingThe Times are achanging


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Business and marketingBusiness and marketing The Times are a changingThe Times are a changing

Brand Manufacturers:Brand Manufacturers:

Increasing Competition(domestic and international)Increasing Competition(domestic and international)

Rising promotion costsRising promotion costs

Shrinking MarginsShrinking Margins

Increasing Competition fromIncreasing Competition from Private BrandsPrivate Brands

StoreStore--based retailersbased retailers

Growing Competition from large organized retailersGrowing Competition from large organized retailersAttempt to market an experience rather than a productAttempt to market an experience rather than a product

Company responses to changing timesCompany responses to changing times


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Company responses to changing timesCompany responses to changing times

ReenineeringReenineering

OutsourcingOutsourcing

eCommerceeCommerce

BenchmarkingBenchmarkingAlliancesAlliances

Partner SuppliersPartner Suppliers

MarketMarket--centeredcentered

Global and LocalGlobal and LocalDecentralizationDecentralization

Major Marketing ThemesMajor Marketing Themes


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Major Marketing ThemesMajor Marketing Themes

Customer Relationship MarketingCustomer Relationship MarketingCustomer Lifetime ValueCustomer Lifetime ValueCustomer ShareCustomer ShareTarget MarketingTarget Marketing

CustomizationCustomizationCustomer DatabaseCustomer DatabaseIntegrated Marketing CommunicationsIntegrated Marketing CommunicationsChannels as PartnersChannels as PartnersEvery employee a marketerEvery employee a marketerModelModel--based Decision Makingbased Decision Making


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marketing session 002

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