Marketing

Marketing Defined
 Marketing???
• Why is marketing important?
• Marketing yourself v/s Marketing the
product/ service
Marketing Strategy
Marketing Strategy
Marketing Strategy
Strategic marketing process
Marketing Analysis: Break even point
Marketing Analysis: Pro-Forma P&L
Calculations
Marketing Analysis: Trade Margin Calculations
Evolution of Marketing philosophy
Need for Better STP: Case of Indian Detergent
market
Need for better STP
Need for Better STP
Need for Better STP
Need for Better STP
Need for Better STP
Market Segmentation Process
Step 1- The Split (Market Segmentation)
Bases for Segmentation
Requirement for Effective Segmentation
Requirements for Effective Segmentation
Requirements for Effective Segmentation
Step 2- The Choice
Alternate Targeting Strategies
Factors Affecting Targeting Strategies
Step 3: Market Positioning
Step 3: Market Positioning
Product Positioning
Positioning Strategies
Key to Successful Positioning
Perceptual Maps
 “Product Space” Representing Consumers’
Perceptions for Different Brands of Bar soaps
Perceptual Maps
Perceptual Maps
Differentiation
Differentiation
Differentiation
Differentiation