By

Ashita Birawat, Jennifer Miranda, Harsh Gadodia, Ishan Bhatia &

Venkatesh Sharan
What is market?
• A market consists of all the potential customers sharing a particular
need or want who might be willing to and able to engage in exchange to
satisfy the need or want.

• A set up where two or more parties engage in exchange of goods,

services and information
What is marketing?
• The action or business of promoting and selling products or services,
including market research and advertising.

• Marketing is a process by which a product or service is introduced and

promoted to potential customers.

• The management process through which goods and services move from
concept to customer.’

• In other words, it is the process of understanding, creating, and delivering

profitable value to the customers better than the competition.
WHY IS IT IMPORTANT?
• The heart of your business success lies in its marketing.
• Most aspects of your business depend on successful marketing. The
overall marketing umbrella covers advertising, public relations,
promotions and sales.
• Without marketing, your business may offer the best products or
services in your industry, but none of your potential customers would
know about it.
• It helps create the link between the producer and the consumer.
 Product
• What does the consumer what from the product?
• What features does the product need to have to fulfil the
customer needs?
• How and where will the consumer use it?
• What does it look like?
• What size & colors’ will be available?
• What should we call the product?
• How is it different from your competitors’?
• How will the product be branded?
 Product
 Brand Name
 Features & Functionality
 Design &Styling
 Technology
 Packaging
 Repairs & Support
 Services
 Sizes & Colours
 Warranty
 Returns
 Price
• What is the range of the perceived value of the product to the
consumer?
• What are the sensitive established price points?
• Is the consumer sensitive in terms of price?
• Is the price comparable with that of your competitors?
• Does the price increase the perceived value of the product?
• What will be your pricing strategy? i.e. Price skimming or
price penetration?
 Price
 Strategy
 List Price
 Discounts
 Payment Period
 Payment Ways
 Price Bundling
 Seasonal Pricing
 Entrance into the Market
 Place
• Is there a place utility for your product?
• What can be other points of distributions for higher sales
conversion?
• How to design the distribution channel?
• What should be the supply chain, network structure and size?
• How to beat competition in the distribution channel?
• How to design and incentivise the sales team to deliver to its
potential?
 Place
 Distribution Channels
 Market coverage (inclusive, selective or exclusive)
 Inventory management
 Distribution centers’
 Warehousing
 Transportation methods
 Logistics & Reverse Logistics
 Specific channel members
 Order processing
 Promotion
• When and how do you plan to get across your message to
your target audience?
• Will you follow a push/pull strategy?
• How will you promote differently from your competitors?
• What are your promotional channels?
• What is the best time to promote?
• How do you handle promotion at the time of sales?
 Promotion
 Promotional Strategy
 Advertising
 Public relations and Publicity
 Sales Promotions
 Marketing communication budget
 Personal selling and sales force
7 P’s of service marketing
Product

Processes Price

People Promotion

Physical
Place
evidence
 MARKET SHARE
• Percentage of total market that you control

RELATIVE BUSINESS UNIT SALES THIS YEAR

MARKET =
LEADING RIVAL’S SALES THIS YEAR
SHARE
 MARKET GROWTH RATE
• Measure of market’s attractiveness
• High growth Total available market share is expanding

MARKET = INDIVIDUAL SALES - INDIVIDUAL SALES

GROWTH THIS YEAR LAST YEAR
RATE INDIVIDUAL SALES LAST YEAR
 MARKET
GROWTH RATE
?
BCG
MATRIX
MARKET SHARE
COCA COLA
 DISADVANTAGES
• Market growth rate is only one part of industry attractiveness and
market share is only one part of competitive advantage
• The framework assumes that each business unit is independent of the
others
• Heavy dependance on the definition of the breadth of the market
• High market share not always equal to high profits