JAIIB PPT DOWNLOADED FROM IIBF

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MARKETING

byNeha Gupta


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MARKETING CONCEPT

Market

A situation where buyers and sellers of acoodity interact!

Coin" to"ether of buyers and sellers of

the sae or siilar coodities

T#PE$ O% MARKET

Geo"ra&hical AreaProduct

Nature of Transaction

'olue of Transaction


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MARKETING

Marketin" is the &rocess of deterinin"

consuer deand for a &roduct or ser(ice)

oti(atin" its sale and distributin" it into

ultiate consu&tion at a &rofit

A ana"eent functionA *usiness Philoso&hy


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E'O+,TION O% MO-ERN MARKETING

Industrial re(olution

-i"ital re(olution

*arter $yste

Custoer and arket dri(en

.ants of custoers

CRM

Custoer $atisfactionNothin" is worthwhile unless it

touches the custoer


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MARKETING '$ $E++ING

MARKETING MANAGEMENT

A &rocess of &lannin" and e/ecutin" theconce&tion) &ricin" ) &rootion and distribution of

"oods and ser(ices and ides to create

e/chan"es with tar"et "rou&s that satisfy

custoer and or"ani0ational ob1ecti(es!

%,NCTION$ O% MARKETING MANAGEMENT

Analysis

Plannin"

I&leentation

Control


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IMPORTANCE O% MARKETING %OR

IN-IAN *ANK$

2The rele(ance of a""ressi(e arketin"

in banks has coe to the fore as ne(er

before2 3 M N Goi&oria!

C4ARACTERI$TIC$ O% $ER'ICE$

Intan"ibility Inse&arability

4etero"eneity

Perishability


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$ER'ICE

A ser(ice is any act or &erforance that

one &arty can offer to another that is

essentially intan"ible and does not resultin the ownershi& of anythin"! It5s

&roduction ay or ay not be tied to

&hysical &roduct!


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S.No.S.No. Physical GoodsPhysical Goods ServicesServices

6!6! Tan"ibleTan"ible Intan"ibleIntan"ible

7!7! 4oo"eneous4oo"eneous 4etero"eneous4etero"eneous8!8! Product and distributionProduct and distribution

se&arated frose&arated froconsu&tionconsu&tion

Production) distributionProduction) distributionand consu&tion reand consu&tion resiultaneous &rocesssiultaneous &rocess

9!9! A thin"A thin" An acti(ityAn acti(ity

:!:! Core (alue &roduced inCore (alue &roduced infactoryfactory

Core (alue &roduced inCore (alue &roduced inbuyer3seller interactionbuyer3seller interaction

;!;! Custoers do notCustoers do not&artici&ate in the&artici&ate in the&roduction &rocess&roduction &rocess

Custoers &artici&ate inCustoers &artici&ate in&roduction&roduction

=!=! Transfer of ownershi&Transfer of ownershi& No transfer of ownershi&No transfer of ownershi&


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MAREKTING O% %INANCIA+ $ER'ICE$

Intan"ibility) inse&arability and hetero"eneity areanifested at both strate"ic and tactible le(els in

ser(ices arketin"!

Marketin" strate"y &ro(ides the or"anisation with

a sustainable co&etiti(e ad(anta"e in the

arkets it o&erates!

Or"ani0ation should understand consuer needs

and identifies how those consuers should be"rou&ed into different arket se"ents!

Product attributes) &ricin" decisions) ethods of

distribution and counication should all seek to

reflect the chosen &osition!


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*ANK MARKETING

Pro(ides ser(ices

Aied to satisfy custoer5s needs and

wants

Needs and wants ay be non financial in

natureCo&etiti(e eleent) efficiency and

effecti(eness

Or"ani0ational ob1ecti(es are still thedri(in" force

Coercial ob1ecti(e to ake &rofit

$ocial Ob1ecti(es


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Essentials for a *anks $uccess

Cannot e/ist without custoerCreate) win and kee& custoers

Or"ani0ational desi"n should be

oriented to the custoer-eli(er total satisfaction to the

custoer

Custoer satisfaction is affected bythe &erforance of all the &ersonnel of

the bank!


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MARKETING MI>Key conce&t in the odern arketin"

Considered to be core of arketin"

It is the set of tools that the fir uses to

&ursue its arketin" ob1ecti(es in the tar"et

arket

-ecisions ust be ade for both the

distribution channels and the finalconsuers


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Marketing Lessons

Product

Price

Place

Promotion

Consumer

Cost

Convenience

Communication

OLD New


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.inin" co&anies are those that can

eet custoer needs econoically and

con(eniently and with effecti(e

counication

$er(ices Marketin" Mi/ ?


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PRO-,CT

A &roduct is anythin" that can be offered

to a arket for attention) ac@uisition) useor consu&tion that i"ht satisfy a want

or need

PRO-,CT PER$ONA+IT#

T4E CORE

T4E A$$OCIATE- %EAT,RE$T4E *RAN- NAME +OGO

T4E PACKAGE AN- +A*E+


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PRO-,CT +E'E+$

Core benefit) basic &roduct) e/&ected

&roduct) Au"ented &roduct and Potential

&roduct!

PRO-,CT CATEGOR#

-urability) tan"ibility and useProduct ite) Product +ine) Product i/

*ankin" &roduct


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PRO-,CT P+ANNING

The &rocess of &roduct &lannin" consistsof deterinin" the strate"ies in res&ect of

(arious eleents! Product +ine) Product

Mi/) *randin") Packa"in" and New

&roduct de(elo&ent!

PRO-,CT +I%E C#C+E

Introduction) Growth) Maturity) -eclineThe &roduct +ife cycle o&erates at three

le(els &roduct le(el) &roduct sub cate"ory)

brand le(el!


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.EAKNE$$ O% P+C CONCEPT,ndefined conce&t

No unifor sha&e

,n&redictable turnin" &oints

,nclear i&lications

PRO-,CT $TRATEGIE$

$trate"ies based on Product Mi/$trate"ies based on Product +ife Cycle


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PRO-,CT MO-I%ICATIONBuality I&ro(eent

%eature I&ro(eent

$tyle I&ro(eent

PRO-,CT E+IMINATION

GRO.T4 $TRATEGIE$

Intensi(e

Inte"rated-i(ersification


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NE. PRO-,CT -E'E+OPMENT

Idea $creenin"

Conce&t Testin"Product -e(elo&ent

Test Marketin"

Coercial +aunch-I'ER$I%ICATION

Concentric -i(ersification ? technolo"icallyrelated but the tar"et custoers are entirely different

4ori0ontal -i(ersification 3 technolo"icallyunrelated but the tar"et custoers are sae

Con"loerate -i(ersification ? no relationshi&with the e/istin" &roduct


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*RAN-ING

+ine E/tension

*rand E/tensionMulti brands

New *rands

PACKAGING

Priary Packa"e$econdary Packa"e

$hi&&in" Packa"e

+A*E++ING

Identify the &roduct or brand-escribin" inforation

Prootin" the &roduct throu"h attracti(e

"ra&hics


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PRICING

Price is the su (alue of all the (aluesthat consuers e/chan"e for the benefits

or ha(in" or usin" the &roduct or ser(ice

-ifferent fors 3 Goods bou"ht) hirechar"es) tuition fees

-ynaic Pricin" 3 'aryin" &rices

%le/ibility


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O*DECTI'E O% PRICING

Profit

$ur(i(alMarket $hare

Cash %low

$tatus Buo

Product Buality

Counicatin" Ia"e

$hort ter+on" ter

%ACTOR$ IN%+,ENCING PRICINGThe Custoers -eand $chedule

The Cost %unction and

Co&etitors Prices


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PRICING MET4O-$

Mark u& Pricin"'ariable costs and contribution for fi/ed costs

Absor&tion cost Pricin"ar"in for &rofit

Tar"et Return Pricin"

Return on the in(estentMar"inal cost Pricin"-irect (ariable costs are fully reali0ed

Only a &ortion of fi/ed costs ay reali0ed

Percei(ed 'alue Pricin"*uyer5s &erce&tion of (alue

'alue Pricin"Product with hi"h (alue at a fairly low &rice

Goin" Rate Pricin"

*ased on co&etitor5s &rices


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PRICING MET4O-$ FContd!!

Auction Ty&e Pricin" En"lish Auctions

One seller any buyer

-utch Auctions

$ealed *id Auctions

Grou& Pricin"!


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Pricing Strategies

Geographical pricingPrice discount and allowancesPsychological pricingPromotional pricing

Loss-leader pricingLoss is covered by sale of other items

Special event pricingCash rebates

Low-interest nancingLonger payment termsWarranties and service contractPsychological discounting


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Pricing Strategies (Contd!-iscriinatin" &ricin"

%irst de"reedifferent &rices to each custoer de&endin"u&on their intensity of deand

$econd de"ree

+ower &rices for buyers of a lar"er (olueThird de"ree

Custoer "rou&s? student) seniorciti0en

Product forIa"e &ricin"

Channel

+ocation

Tie


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Pricing Strategies (ontd.!

Product-mi" pricing

Product line pricing #developingproduct line

Captive-product pricing # mainproduct at lower price$ ancillary product at

higher price

%wo-part pricing # split into "ed andvariable component

&y-product pricing # by-productsobtained in production of other products

Product-bundling pricing'aret simming pricing

'aret-penetration pricing


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)istribution

)istribution channel'areting channels are sets

of independentorgani*ations involved inthe process of maing a

product or service availablefor use of consumption


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%unctions of distribution channelsMarket inforation

Prootion

Contact

Matchin"

Ne"otiation

Product inforation

Physical distribution%inancin"


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Channels typesChannel +$ Channel ,$ Channel $ Channel

/actor in0uencing channel sectionProduct characteristics

Perishable products

Consumer durables1ndustrial products'aret characteristicsCustomer characteristicsCompany resourcesCompetitionProduct lines


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Channels for baning products1ntangibility

1nseparability2ariabilityPerishability

Client relationship&ranches3ther channels

%ele-baning

4%'sComputeri*ationPlastic Cards2irtual branches and automated video bani

1ntermediaries in baning


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1ntermediaries in baningservices

)S4

4utomobile )ealers'erchant establishmentsPhysical distribution

%ransportation

Warehousing1nventory

%ass of physical distribution/orecasting

3rder processing1nventory management

StorageProtective pacaging

%ransportation


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Promotion5ole of promotion

Persuasion1nform5eminding

5einforcing


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Promotion mi"

AdvertisingPersonalselling

SalesPromotion

PublicRelations

DirectMarketing

&lended 'i" of Promotion %ools


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Prootion i/ strate"ies

H Push strate"y 3RetailerH Pull strate"y 3 Custoer

%actors influencin" &rootion i/

H Ty&es of &roductarketH *uyer5s readiness sta"eH P+C sta"e

Prootion i/ inte"ration


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Marketin" Inforation $yste FMI$%eatures of MI$

Master Plan

Coordination

%uture OrientationCo&uteri0ed En(ironent

Analyse Buantitati(e Inforation

Re"ular flow of Inforation


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%unctions of MI$Collectin" and asseblin" data

Processin" of data

Analysis of data

$tora"e of data

-iscriination of inforation


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Need of MI$

Co&le/ arketin" acti(ity

Knowled"e inforation e/&losion

Counication "a&Pro&t decision

Non3&rice co&etition


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Kinds of inforation neededH Inforation about arket forces

H Inforation about the bank5s arketbeha(iour

H Internal inforation

Co&onents of MI$H Internal arketin" inforationH Marketin" intelli"ence syste

H Marketin" research systeAd(anta"es of MI$


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? ueriesQ


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