STP- THE RURAL

CONSUMERS WAY

 Traditionalists-

These
are
conservative rural consumers who
rely on conventional channels to
make their
purchase decisions.
Necessity drives most of their
purchase decisions and they opt for
the cheapest offerings available.
They have lower literacy levels
compared
to
other
consumer
segments, are cautious spenders and
lead difficult lives.
Steady Climbers- They aspire for a
better and comfortable lifestyle. They

Young

Enthusiasts- These are rural

consumers aged 18-28 years - use
technology extensively and buy branded
products to enhance their social image.
They want to emulate their urban
counterparts and for them a brand's image
speaks volumes about their social standing
among their peers.
Village
Elites- They boast of high
education and awareness levels. They
demand the best in product quality,
features and aesthetics. They aren't
exactly brand loyalists.

CONSUMER PRODUCTS AND INDUSTRIAL PRODUCTS

Consumer Products- These are products and services

bought by final consumers for personal consumption
Convenience Products- are consumer products and
services that customers usually buy frequently, as
soon as they feel the need for them and with a
minimum of comparison and buying effort
staples, impulse goods, emergency goods
Shopping

Products- are less frequently purchased

consumer products and services that consumers
compare carefully on suitability, quality, price and
style. Here consumers spend much time and effort
in gathering information and making comparisons

Specialty

Products- are consumer

products and services with unique
features and brand identification for
which a significant group of buyers
are willing to make a special
purchase effort. They are more
expensive than convenience
products and are not purchased so
frequently
Unsought Products- are consumer
products that the consumer either
does not know or knows but does not
normally think of buying

MARKETING CONCEPTS

The Production Concept

The Product Concept
The Selling Concept
The Marketing Concept
The Holistic Marketing Concept

Holistic Marketing Concept

Internal
Marketing

Integrated
Marketing

Performance
Marketing

Relationship
Marketing
HOLISTIC
MARKETING

Performance Marketing

Financial Accountability

Marketers are asked to justify their investments

to senior management in financial and
profitability terms, as well as in terms of building
the brand and growing the customer base. As a
consequence, they are employing a broader
variety of financial measures to assess the direct
and indirect value their marketing efforts create.
They are also recognizing that much of their
firms market value comes from intangible assets,
particularly their brands, customer base,
employees, distributor and supplier relations etc

SOCIAL RESPONSIBILITY MARKETING

The Societal Marketing ConceptOrganizations task is to determine the needs,
wants and interests of target markets and to
deliver the desired satisfactions more
effectively and efficiently than competitors in a
way that preserves or enhances the consumers
and the societys well being

i-shakti Project HUL

Fair & Lovely foundation of HUL
e-Choupal- ITC
Bharti Enterprises (Bharti foundation- Satya bharti
schools) for providing free education to
underprivileged
Jaago grahak Jaago
Aurobindo Chaudhuri Memorial (GIDF)
Great
Indian Dream Foundation

VEDANTA RURAL HEALTH CENTRE

VEDANTA

EYE CAMP

VEDANTA MOBILE HEALTH VAN

INTERNAL MARKETING
Hilti India Our Culture Journey
Cash Tech Solutions star of the month
Awards
Google Nooglers
Infosys - Voice of Youth

Integrated Marketing (Marketing Mix- McCarthy)

PRICE

PRODUCT
Marketing
Mix (4Ps)
PLACE

PROMOTION

Marketing Mix

Product

Price

Place

Promotion

Product variety
Quality

List price
Discounts

Channels
Coverage

Advertising
Sales promotion

Design
Features
Brand name
Packaging
Sizes & services
Warranties & returns

Allowances
Payment period
credit terms

Locations
Inventory& transport

Public relations
Direct marketing
Personal selling

SERVICE

Berry and Parasuraman A service is an intangible

product involving a deed, a performance, or an effort
that cannot be physically possessed
Christian Gronroos A service is an activity or series
of activities of more or less intangible nature that
normally, not necessarily, takes place in interactions
between the customer and service employees and/or
physical resources or goods and/or system of the
service provider, which are provided as solutions to
customer problems.
Prof. Brian Engelland "Any act or performance
offered that is essentially intangible and does not
result in ownership of any thing" -

DISTINCTIVE CHARACTERISTICS
OF SERVICES

Intangibility
Inseparability
Variability
Perishability
Customer Participation
No Ownership

Robert Lauterborn Winning companies will be those

that can meet customer needs economically and
conveniently and with effective communication

Four Ps
Product
Price
Place
Promotion

Four Cs

CUSTOMER SOLUTION

CUSTOMER COST

CONVENIENCE

COMMUNICATION

7Ps
Physical
Environment/Evidence

Product

Process
Price
People
Place

Promotion

THE 7 Ps
Product =

THE 7 Cs
CUSTOMER SOLUTION

Price =

CUSTOMER COST

Place =

CONVENIENCE

Promotion =
People =

COMMUNICATION
CARING

Processes =

CO-ORDINATED

Physical Evidence =

CONFIRMATION

MARKETING COMMUNICATIONS
Marketing communications are the means by
which firms attempt to inform, persuade &
remind consumers directly or indirectly about
the products and brands they sell

MARKETING COMMUNICATIONS MIX

(PROMOTIONS MIX)
4PS

Product

Advertising

Place

Sales
Promotion

Direct
Marketing

Promotion

Personal
Selling

Price

PR / Publicity

INTEGRATED MARKETING COMMUNICATIONS

A management concept that is designed to

make all aspects of marketing communication
work together as a unified force, rather than
permitting each to work in isolation

ADVERTISING OBJECTIVES

Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising

THE FIVE MS OF ADVERTISING

Mission
Setting
Setting
Advertising
Advertising
Objectives
Objectives

Money
Set
Setthe
the
Advertising
Advertising
Budget
Budget

Message
Determine
Determine
the
theKey
Key
Advertising
Advertising
Messages
Messages

Measurement

Media
Deciding
Deciding
which
which
Advertising
Advertising
Media
Mediato
toUse
Use

Evaluating
Evaluating
the
theResults
Results
of
of
Advertising
Advertising
Campaign
Campaign

MESSAGE DESIGN-APPEAL

Rational Appeals
Emotional Appeals

Positive Emotional Appeals- Love, affection, joy, pride, humour,

prestige, status etc
Negative Emotional Appeals- Fear (slice of death) ads, shame,
guilt, embarrassment, rejection etc

Morale Appeals

A camera captures a muddy and

dry tree root and moves on...

way... if you let it." At the tip of the axe a tiny shoot is growing.
...to an old and rusted axe lying there. VO: "Life will always find a

Issued in public interest by vivid motions pictures

EMOTIONAL APPEALS
Fair and Lovely- Beauty that empowers a woman to
change her destiny
Tanishq- Jewellery that wants to make you marry
HDFC- Sar uthake jiyo
Tata Tea- Har subah sirf utha mat. Jaago Re
Haywards Soda- Haywards hai to honsla buland hai
Tata Salt- Desh Ka Namak
Mountain Dew- Kyonki darr ke aage jeet hai
Raymond- The Complete Man

MEDIA PLANNING AND STRATEGY

To whom do we advertise? (Target Audience)

Where do we advertise? (Geographic Area)
When do we advertise? (Scheduling)
In which media should we advertise?
Media Class- It is the generally category of message delivery system for

carrying the ad message to a selected audience such as print media,

broadcast media or outdoor media etc
Media Vehicle- It is the specific message carrier within a medium such as
Times of India, Zee etc
Media Reach- It is a measure of the number of different audience
members or households exposed at least once to a media schedule within
given period of time. Here reach is also called OTC (opportunity to see)
Media frequency- It is the average number of times that an individual or
household is exposed to a message carrying media vehicle within the
specified time period
Media Scheduling- It is concerned with timing the insertion of ads in the
selected media vehicles

Media Impact

OUT OF HOME ADVERTISING

Panels

Bus shelter Display

Pole Kiosks

Public utility

Wall painting

MOBITISEMENTS