TQM in Marketing

Presented By:
Harish Singh Papola
PGDM (Operations)
Jaipuria Institute of Management,
Noida

12/22/09 Jaipuria Institute of Management, Noida

 TQM
• Customer focus
• Employer involvement
• Continuous improvement
• Performance measurement

12/22/09 Jaipuria Institute of Management, Noida

 Marketing
• Marketing is the management process that
identifies, anticipates and satisfies
customer requirements profitably -
The Chartered Institute of Marketing (CIM)

12/22/09 Jaipuria Institute of Management, Noida

 Relation between TQM and Marketing

TQM

Customer
Focus

Marketing

12/22/09 Jaipuria Institute of Management, Noida

 Role of TQM in Marketing

• TQM in marketing strategy.

• TQM in developing marketing mix.
• TQM contribution to organization
competitiveness.

12/22/09 Jaipuria Institute of Management, Noida

 TQM in Marketing strategy
Organization JIT, Lean philosophy
resources Kaizen, Prioritization
matrix

VOC, Prioritization Matrix

Product
Affinity Diagram, QIT
development

Marketing Strategy
Data collection, Histogram,
Segmentation Pareto Diagram

Affinity Diagram,
Targeting & Positioning Scatter diagram

Increase sales Six sigma

12/22/09 Jaipuria&Institute
market of
share
Management, Noida
 Pareto Diagram
Segmentation of market on the basis of age group for 3G enabled mobile

Age Freq %age Cummulative

group %age Pareto Chart of age group

200 100
10- 15 06 3 3
80
16- 20 44 22 25 150

60

Pe rce nt
21- 25 48 24 49
fr e q 100
40
26- 30 70 35 84
50
31- 36 22 11 95 20

> 37 10 5 100 0 0
age group 26-30 21-25 16-20 31-36 >37 Other
freq 70 48 44 22 10 6
Total 200 100 Percent 35.0 24.0 22.0 11.0 5.0 3.0
Cum % 35.0 59.0 81.0 92.0 97.0 100.0
12/22/09 Jaipuria Institute of Management, Noida
 TQM in Marketing Mix
• Product:

Requirement of Product Production Product launch &

customer Development Taking feedback

QFD ARMI/ Prioritization Zero defect product PDCA/ creativity/

Matrix Six sigma Kaizen

Track the sales figure

SQM/pareto diagram
Feedback

12/22/09 Jaipuria Institute of Management, Noida

 Competitive Advantage
Factors that contribute to organization’s
competitive advantage:
1. Product
2. Process

Quality- Differentiating factor in terms of

product and process among
organizations.

12/22/09 Jaipuria Institute of Management, Noida

• Quality Includes:
1. Perfection
2. Consistency
3. Eliminating waste
4. Speed of delivery
5. Compliance with policies and procedures
6. Doing it right the first time
7. Delighting or pleasing customers
8. Total customer satisfaction and service

12/22/09 Jaipuria Institute of Management, Noida

 Beat GM became No1
Toyota Motor Adopted TPS or Quality Process and
Car manufacturer
Corporation Lean Production Quality product
In 2008

Got bankrupt and sold

Lacking TQM (Lean Quality Product but
Daewoo Motors Out to TATA & GM
Production) Not Quality Process

12/22/09 Jaipuria Institute of Management, Noida

 TQM Transitional Model
Benchmarking :- 100 million subscriber
Strategic Planning:- Lifetime validity at Rs 100 SIM
Long term perspective :- Capture highest subscriber
base.
Vision
(To be market leader in mobility solution)
Evaluation:- monthly subscriber & revenue data
Rewards and appraisal to performers
Audit by TRAI on quality of service

P1
Customer Focus P3

Continuous improvement
P- Increasing subscriber base via quality service
D- Setup tower, good quality signals,
low price customized plans
C- Check the call drop rate, voice clarity
A- Increase the transmitter strength.
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Involvement of all
P2
Team:- Corporate sales team,
align members to one goal.
Index of quality-1drop out of 1000 calls
“I will Break my Barrier” campaign to
Preventive mechanism:- automated
motivate employees.
handshaking mechanism
Jaipuria Institute of Management, Noida
 Benefits of TQM in Marketing
• TQM ensures product quality which may
lead to repeat orders by customers.
• It reduces operation costs by spending
less on rejects and back orders from
dealers.
• Enhance the competitive edge over
competitor.

12/22/09 Jaipuria Institute of Management, Noida

 Marketing Definition TQM Tool

Marketing is the management process that identifies, anticipates QFD, CTQ, Kano
and satisfies customer requirements profitably.
The Chartered Inst of Mkt
The right product, in the right place, at the right time, at the right JIT
price -
Adcock.
Marketing is essentially about marshalling the resources of an
organization so that they meet the changing needs of the
customer on whom the organization depends -
Palmer

12/22/09 Jaipuria Institute of Management, Noida

 THANK YOU

12/22/09 Jaipuria Institute of Management, Noida