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Marketing - 1

A Wrap up
How do I prepare for my Finals?
Kotler Learn Service Marketing, Brand
and Brand Equity, Product strategy, New
Products and IMC.
Kotler Read Kotler chapters. Study the
PPTs.
Understand concepts
Post Mid Term
Cases : Google, Fair n Lovely, Gillette,
Whats in a Name, Dainik Bhaskar
Services Marketing
Product Strategy plc, 5 levels
New Product development
Branding strategy / Brand Equity
IMC
Universal Markets Segmentation, Targeting, Postitioning
Bases for Segmentation
Geographic
Demographic Sex, Age,
Income, Education,
Occupation, Marital status
Psychological Needs,
Personality, Perception,
Learning, Attitude, Motivation
Psychographic
Life style
Socio-cultural religion,
Social class, family,
Race, community
Product Related
Ie benefits, usage & loyalty
The environment
Internal
Employees
Equipment
Finance
Departments
Micro
Customers Suppliers
Compet- Shareholders
itors
Other Stake holders
Macro
Political Economic
Technological Social
Michael Porters Five Forces of Competition
Industry
Competitiveness
Intensity of
Rivalry
New
Entrants
Buyers
Suppliers
Substitute
products
Threat of substitutes
Bargaining
power of
buyers
Bargaining
power of
buyers
Threat of new entrants
Differential
Advantage
Cost leadership
Differentiation
Focus
Competitive Strategies
Market Leader: Innovation, Fortification,
Confrontation, Harrasment.
Challenger Strategy: price discount, cheap
pricing, mini size,service, cost, advertising.
Follower Strategy : Clone, Differentiation
Nicher Strategy: Specialist
Product Decisions
Existing product position
Improved products
New products
Extended market base
Expansion of customer base
New products and extended customer base
Improved market and customer base
Entirely new product for new markets-
diversification
Classification of Consumer
Products
The McGraw-Hill Companies, Inc. Companies, 1999
Irwin/McGraw-Hill
Exhibit 5-8
See Page 164
Product Life Cycle
Slide 28
Marketing
Objectives
Wean product
in market
Time
S
a
l
e
s
Introduction
Growth
Maturity
De
Maximize
market share
early
Fight for
market share
Minimize
effort and t ime
to maintain
market
cline
Product Management
Kotlers 5 levels or customer value
hierarchy
Product lines
Product mix
Product width
PLC
Adoption of new products
Product Mix
The assortment of product lines and individual
product offerings that the company sells. The
right blend of product lines and products allows a
firm to maximize sales opportunities.
Product mix Width-the number of product
lines offered. ( 5 in number )
Product mix Length-the number of different
products a firm sells. (18 in number )
Product mix Depth-variations in each
product that a firm markets in its mix.Eg
Reach toothpaste, toothbrush, floss etc..
Marketing orientation
Creating paradigm shifts
Creation of concepts create a future
Up gradation of products / services with
value additions
Extending life cycles of products
Consumer choices with more competition
Holistic marketing
Ansoffs Matrix
Products ->
Markets
Existing New
Existing Market
Penetration (
Increase MS)
Product
development
New Market
Development
Diversification
Integrative Growth
Backward integration taking control of
supply system
Forward integration distribution and retail
Product Place Price Promotion
Quality Channels List price Advertising
Features Retail Discount Personal
Selling
Options Coverage Allowances PR
Style Locations Credit Sales Pro
Brand
name
Inventory Terms &
Conditions
Direct
Marketing
Packaging Transport
Sizes
Services
Warranties
Returns
Marketing Strategies for PLC
INTRODUCTION GROWTH MATURITY DECLINE
Product
Strategy
Place strategy
Promotion
Strategy
Pricing
Strategy
Limited models
Frequent
changes
More models
Frequent
changes.
Large number
of models.
Eliminate
unprofitable
models
Awareness.
Stimulate
demand.Sampling
Aggressive ads.
Stimulate
demand
Advertise.
Promote heavily
Phase out
promotion
Developing a communication program
Market structure and players
Physical attributes & consumer benefits
How to position within a targeted segment.
Communication Problem
Value proposition & differentiation
Communication objectives
Communication concept
Phases in communication
IMC
Common Communication Platforms
Advertising Sales
Promotion
Public
Relations
Personal
Selling
Direct
Marketing
Print and
broadcast
ads
Contests,
games,
sweepstakes,
lotteries
Press kits Sales
presentation
Catalogs
Packaging-
outer
Premiums
and gifts
Speeches Sales
meetings
Mailings
Packaging
inserts
Sampling Seminars Incentive
programs
Telemarketin
g
Motion
pictures
Fairs and
trade shows
Annual
reports
Samples Electronic
shopping
IMC

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