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What is Marketing…??Selling?Advertising?Promotions?Making products available in stores?Maintaining inventories?

All of the above, plus much more!

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Marketing = ?

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals

American Marketing Association

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Marketing = ?Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

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Simple Marketing System

Industry(a collection

of sellers)

Market(a collection

of Buyers)

Goods/services

Money

Communication

Information

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Marketing = ? Marketing is the sum of all activities that take you to a

sales outlet. After that sales takes over. Marketing is all about creating a pull, sales is all about

push. Marketing is all about managing the four P’s –

product price place promotion

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The 4 Ps & 4Cs

MarketingMix

Product

Price Promotion

Place

CustomerSolution

CustomerCost

Communication

Convenience

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Difference Between - Sales & Marketing ?

Salestrying to get the customer to want what the company produces

Marketing trying to get the company produce what the customer wants

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Scope – What do we market Goods Services Events Experiences Personalities Place Organizations Properties Information Ideas and concepts

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Core Concepts of Marketing

Based on : Needs, Wants, Desires / demand Products, Utility, Value & Satisfaction Exchange, Transactions & Relationships Markets, Marketing & Marketers.

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Needs, wantsdemands

Markets Marketing &Marketers

Utility, Value &Satisfaction

Xchange, TransactionRelationships

Products

Core Concepts of Marketing

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Core Concepts of Marketing

Need – food ( is a must ) Want – Pizza, Burger, French fry's ( translation of a need

as per our experience ) Demand – Burger ( translation of a want as per our

willingness and ability to buy ) Desire – Have a Burger in a five star hotel

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In order to understand Marketing let us begin with the Marketing Triangle

Customers

CompetitionCompany

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Who is a Customer ??

Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption

that satisfies a want or a need

CUSTOMER IS . . . . .

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Customer –

CUSTOMER has needs, wants, demands and desires

Understanding these needs is starting point of the entire marketing

These needs, wants …… arise within a framework or an ecosystem

Understanding both the needs and the ecosystem is the starting point of a long term relationship

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How Do Consumers Choose Among Products & Services?

Value - the value or benefits the customers gain from using the product versus the cost of obtaining the product.

Satisfaction - Based on a comparison of performance and expectations. Performance > Expectations => Satisfaction Performance < Expectations => Dissatisfaction

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Customers - Problem Solution

As a priority , we must bring to our customers “WHAT THEY NEED”

We must be in a position to UNDERSTAND their problems

Or in a new situation to give them a chance to AVOID the problems

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Customer looks for ValueValue = Benefit / CostBenefit = Functional Benefit + Emotional

BenefitCost = Monetary Cost + Time Cost +

Energy Cost + Psychic Cost

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Strategic Marketing

Strategic marketing management is concerned with how we will create value for the customer

Asks two main questions What is the organization’s main activity at a

particular time? – Customer Value What are its primary goals and how will these be

achieved? – how will this value be delivered

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Strategic Planning

Strategic Planning is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.

Also called Strategic Management Process All organizations have this Can be Formal or Informal

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The Strategic-Planning, Implementation, and Control Process

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Business Strategic-Planning Process

External environment

(Opportunity &

Threat analysis)

Internal Environment

(Strength/ Weakness analysis)

Goal FormulationBusiness Mission

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Strategy FormulationEnvironmental Analysis

Internal AnalysisCompetitorCustomerSupplier

RegulatorySocial/ Political

Technology Know-HowManufacturing Know-How

Marketing Know-HowDistribution Know-How

Logistics

Strength & Weaknesses

Identity Core Competencies

Opportunities & Threats

Identify opportunity

Fit internal Competencies with external opportunities

Firm Strategies

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The Marketing Plan

A written document that acts as a guidebook of marketing activities for the marketing manager

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CONTENTS of MARKETING PLAN Business Mission StatementObjectivesSituation Analysis (SWOT)Marketing Strategy

Target Market Strategy Marketing Mix

Positioning Product Promotion Price Place – Distribution People Process

Implementation, Evaluation and Control

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The Marketing Process

Business Mission Stateme

nt

Objectives

Situation or SWOT Analysis

Implementation Evaluation,

Control

Target Market Strategy

Marketing Strategy

Product

Promotion

Place/Distribution

Price

Marketing Mix

Marketing Environment

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Why a product like radio declined and now once again emerging as an entertainment medium ?

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What Were the Drivers of This Change ?

Technology ?

Government policy ?

Other media substitutes ?

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Why Market Leaders Suffered ? HMT vs. Titan

HLL vs. Nirma

Bajaj vs. Honda

Dot.com boom, then bust and now resurgence

Market leadership today cannot be taken for granted.New and more efficient companies are able to upstage leaders in a much shorter period.

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Factors Influencing Company’s Marketing Strategy

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Demographics

SocialChange

EconomicConditions

Political & Legal Factors

Technology

Competition

EnvironmentalScanning

Target Market

ProductDistributionPromotion

Price

External Environment is not controllable Ever-Changing

Marketplace

External Marketing Environment

Physical / Natural

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The macro-environment

is the assessment of the external forces that act upon the firm and its customers, that create threats & opportunities

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P r o d u c t

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Anything that is offered to the market for attention, acquisition, use or consumption that

satisfies a want or a need

Product is . . . . .

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Types of Products

ConsumerProducts

IndustrialProducts

PRODUCTS

Services

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Product Items, Lines, and Mixes

Product Item

Product Line

Product Mix

A specific version of a product that can be designated as a distinct offering among an organization’s products.

A group of closely-related product items.

All products that an organization sells.

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Product Mix

Width – how many product lines a company has

Length – how many products are there in a product line

Depth – how many variants of each product exist within a product line

Consistency – how closely related the product lines are in end use

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Gillette’s Product Lines & Mix

Blades and Writingrazors Toiletries instruments LightersFusion – 5 bladeMach 3 TurboMach 3 Series Paper Mate CricketSensor Adorn Flair S.T. Dupont Trac II Toni S.T. DupontAtra Right GuardSwivel Silkience Double-Edge Soft and Dri Lady Gillette Foamy Super Speed Dry LookTwin Injector Dry Idea Techmatic Brush Plus

Width of the product mix

Dep

th o

f the

pro

duct

line

s

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What is a Service? Defining the Essence

An act or performance offered by one party to another (performances are intangible, but may involve use of physical products)

An economic activity that does not result in ownership

A process that creates benefits by facilitating a desired change in customers themselves, or their physical possessions, or intangible assets

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Some Industries - Service Sector

Banking, stock brokingLodgingRestaurants, bars,

cateringInsuranceNews and entertainmentTransportation (freight and

passenger)

Health careEducationWholesaling and retailingLaundries, dry-cleaningRepair and maintenanceProfessional (e.g., law,

architecture, consulting)

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Classification of Services

Pure Tangible Product

Materials / Components

Computers

Major Product withMinor Services

Product = Service

Major Service withMinor Product

Business Hotels

Good Transportation

Banking Pure Intangible Service

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Intangibility – Services are intangibility cannot be seen, tasted, felt, heard or smelled before purchase.

Inseparability - Services are produced and consumed simultaneously.

Variability or Heterogeneity – Services are highly variable

Perishability – Services cannot be stored.

Non Ownership - Services are rendered but there is no transfer of title

Major Characteristic of Services

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The Marketing Mix

The conventional view of the marketing mix consisted of four components (4 Ps): Product, Price, Place/ distribution and Promotion.

Generally acknowledged that this is too narrow today; now includes , Processes, Productivity [technology ]People [employees], Physical evidence

Marketers today are focused on virtually all aspects of the firm’s operations that have the potential to affect the relationship with customers.

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The “8Ps” of Integrated Service Management vs. the Traditional “4Ps”

► Product elements► Place, cyberspace, and time► Process► Productivity and quality► People► Promotion and education► Physical evidence► Price and other user outlays

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The Give and Get of Marketing

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Great Words on Marketing

1. “The purpose of a company is ‘to create a customer…The only profit center is the customer.’”

2. “A business has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs.”

3. “The aim of marketing is to make selling unnecessary.”4. “While great devices are invented in the Laboratory, great

products are invented in the Marketing department.”5. “Marketing is too important to be left to the marketing

department.”

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Drivers of Customer SatisfactionMany aspects of the firm’s value proposition contribute

to customer satisfaction: The core product or service offered Support services and systems The technical performance of the firm Interaction with the firm and it employees The emotional connection with customers

Ability to add value and to differentiate as a firm focuses more on the top levels

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Marketers and MarketsMarketers are focused on stimulating

exchanges with customers who make up markets – B2C or B2B.

The market is comprised of people who play a series of roles: decision makers, consumers, purchasers, and influencers.

It is absolutely essential that marketers have a detailed understanding of consumers, their needs and wants.

Much happens before and after the sale to affect customer satisfaction

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Stages of Customer Interaction

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What Changed in Marketing…

• Organize by product units• Focus on profitable transactions• Look primarily at financial

scorecard• Focus on shareholders• Marketing does the marketing• Build brands through advertising• Focus on customer acquisition• No customer satisfaction

measurement• Over-promise, under-deliver

• Organize by customer segments• Focus on customer lifetime value• Look also at marketing scorecard

• Focus on stakeholders• Everyone does the marketing• Build brands through performance• Focus on customer retention• Measure customer satisfaction and

retention rate• Under-promise, over-deliver

Old Economy New Economy

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Are Banks truly marketing-savvy and customer - centric?

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Myth 1 – The larger the range of products, the more customer-centric I am.

Mythbuster – The range of products has emerged from beingcompetition-centric.

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Myth 2 – Better technology (read CRM) leads tobetter customer service.

Mythbuster – Technologyalone does not deliver, helps people do.

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Myth 3 – Launch a product and the customer will start

using instantly.- Give a customer a card and he will learn how to play

with it immediately

Mythbuster – Customers needTo be educated too…

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Mythbuster – Customers are not only present where competition is.

Myth 4 – The only way to get a customer is from

competition.

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Myth 5 – Just advertise and - You will sell.

Mythbuster – Advertising will only sell, Not retain customers.

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Myth 6 – No difference between marketing & selling

Mythbuster – “Selling focuses on the needs of the seller; marketing on the needs of the buyer.

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Myth 7 – In the absence of relationships ‘trust’ builds financial brands

Mythbuster – Trust is not a differentiator at all…it is the very minimum that the customer expects!!

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So what will the differentiators be :

• Technology ?

• Brand ?

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The real differentiator of customer – centricity in a commoditised world of financial products - Customer Service !