WELCOME TO THE WORLD OF

MARKETING
 How an ideal class would be:
 Recap of the previous session – quiz winners will be awarded with bonus
marks (10 mins)

 Today’s session – (20 mins)

 Break – (5 mins)

 Today’s session – (20 mins)

 Question and answer session – (5 mins)

 Today’s concluding session – (10 mins)

 Attendance – (5 mins)
 TODAY’S SESSION
OBJECTIVE:

The Challenges in doing

business in the new
economy
 The three challenges or
certainties are:
• Global forces will continue to affect everyone’s
business and personal life.

• Technology will continue to advance and

amaze us.

• There will be a continuing push toward

deregulation of the economic sector.

These three challenges or developments spell

several opportunities for marketers.
 All right…,
But then what is marketing??
What does it have to do with
these three issues??
 Marketing is …..

Identifying and meeting human and social needs

satisfactorily

or in short…

“Meeting needs profitably”

 UUMMMMMMM…………
“COULD YOU PLEASE EXPLAIN
WITH SOME EXAMPLES
TOO….MA’AM”, SAYS
HARISHANKAR
 THESE ARE SOME
EXAMPLES:
• Procter & Gamble – people feel overweight and
want tasty but less fatty food and invents Olestra

• IKEA - people want good furniture at a

substantially lower price and creates knock-down
furniture

• CarMax - people want more certainty when they

buy a used automobile and invents a new system
for selling used cars
But do all need
to follow P&G
way??
NO
• Companies like Harley-Davidson succeeds by breaking all
of the rules of marketing.
• No expensive marketing research, spending huge sums
on advertising, and operating large marketing
departments happens in these companies.
• These companies stretch their limited resources, live
close to their customers, and create more satisfying
solutions to customers’ needs.
• They form buyers clubs, use creative public relations, and
focus on delivering quality products to win long-term
customer loyalty.
 An effective marketing can
take many forms like-
• Entrepreneurial marketing - Most companies are started
by individuals who visualize an opportunity and knock
on every door to gain attention.

• Formulated marketing - As small companies achieve

success, they inevitably move toward more formulated
marketing. They have marketing department that
carries on market research, adopting some of the tools
used in professionally run marketing companies
• Intrepreneurial marketing: Many large companies get stuck
in formulated marketing, poring over the latest ratings,
scanning research reports, trying to fine-tune dealer
relations and advertising messages. These companies lack
the creativity and passion of the guerrilla marketers in the
entrepreneurial stage. Their brand and product managers
need to start living with their customers and visualizing
new ways to add value to their customers’ lives.
Tomorrow when you become
marketers, what is it that you will be
doing –

MAKING DECISIONS
• MajorThe Decisions
decisions Thatproduct
such as what
features to design into
Marketers Make a new
product, how many salespeople to
hire, or how much to spend on
advertising,

• Minor decisions such as the wording

or color for new packaging.
 Some of the DECISIONS LIKE

• How can we spot and choose the right market

segment(s)?
• How can we differentiate our offering?
• How should we respond to customers who press for a
lower price?
• How can we compete against lower-cost, lower-price
rivals?
• How far can we go in customizing our offering for
each customer? How can we grow our business?
• How can we build stronger brands?
• How can we reduce the cost of customer acquisition
and keep customers loyal etc.
 Tasks given today:

1. The case
“Nirma - An Indian Illustration of Marketing
Success (Philip Kotler & Nirma Web)”

2. Group presentation – ‘Major contributors to the world

of marketing’
The case study plan – task 1

The case provided today will be analyzed on the

next (second)session and a detailed discussion will
be
conducted in the class. Class will have to analyze
the same case, prepare report and submit it on
the
prescribed date (third session).
Task 2- group presentation:

• The task calls for an open forum in the

class that may take 10-15 minutes

• It is mandatory to bring in practical

insights and illustrations

• The presentation will be on the fourth

session
 Group formation:
1. Group 1 -
2. Group 2 -
3. Group 3 -
4. Group 4 -
5. Group 5 -
6. Group 6 -
7. Group 7 -
8. Group 8 -
9. Group 9 -
10.Group 10 -
END OF SESSION ONE