What is marketing CCDVTP..

Create Communicate Deliver VALUE To a Target at Profit

What is value There is no real definition for value, when I go to buy something, the decision that I make, what something is worth is called value Value is something that is more than what I am paying for

CREATING VALUE

The instruments that we can use PEST or PESTLE- Look at the macro economic factors, Political, Economical Social Technological HOW TO ANALYSE THE INDUSTRY 5 FORCES OF PORTER

Competition:- is the central force 1)Bargaining power of buyers 3)Threat of New Entrants If you are a monopoly the consumers have very less NOW WE COME INSIDE THE FIRM.. TO ANALYSE THE product we use 5 M analysis Men Material Machinery Money and Minutes 2) Bargaining power of suppliers 4) Threat of SUBSTITUTES

Three concentric circles

PEST-Macro parameters 5 FORCES- INDUSTRY 5Ms- FIRM ___ SWOT Strengh and weaknesses are internal, Opportunities and threats are external You need to map opportunities with your strengths, and weaknesses with threats Is there is any opportunity that I can target with my strengths ---Now we have analyses our environment We need to Analyse the product now BCG---X axis Market Share, Y axis Growth A BCG MATRIX is never used for a product. A BCG MATRIX is used to analyse a PORTFOLIO. (there are no real ways to put the two lines above the axis in a BCG matrix) There can be only one product on the left side of the market share half line.and all others will go to the right side. Market share is calculated by Product/nearest competitor

If I have something like Ipod for Ipad lauch So with BCG we decide, if I should launch the product in my portfolio or not.

Ansoffs Matrix..(differentiation, penetration, market development, product development) When you think of a new product, You need to understand how to go ahead lauching the market..So you find the strategy from Ansoffs Matrix. _________________________________---

Now Comes the real Marketing Segmentation Targeting Postioning Segmentation:- We need to find out what is common between various guys. Examples, Geographic Demographic Segmentation Age Gender, Income , parameters that can be easily measured BENEFIT SEGMENTATION( cannot be easily measured.. but is good to be considered) egColgate:- Health, strong teeth.. Closeup- Freshness, Miswak-medonic, Sabse sasta- value segment PHYCHOGRAPHIC SEGMENTATION:- wildstone BEHAVORIAL SEGMENTATION:Occasion based segmentation- Cadbury gift.. Everyouth use face wash before going to marriage advert.

Mass Marketing:- If we market for all the segments. TARGETING:To find out whether of not a segment is attractive to you. We use the framework SADMA Substantial, Accessible, Differentiable, Measurable, Actionable

POSITIONING:- What differentiates you, how you position yourself. POSITIONING IS THE MOST IMPORTANT PART OF MARKETING. Positioning Can Be functional or Emotional, Most of the positioning is usually EMOTIONAL 4 Ps Product, Price , Place Promotion

1)Physical AttributesSunsilk 5 types 2)Brand- Dove

3)Quality of Service- Dell 4)Price(Value Pricing) We use the Competition based pricing or TOP DOWN PRICING 2nd option is the BOTTOM UP or Cost based pricing. 5) PLACE is the channel through which u are selling your product a) DIRECT CHANNEL- like LG opens its showrooms and sells it to u directly b) P and G ties up with big bazaar , and sells to you through big bazar..

Places like Chennai, Delhi etc.. come in Geographic Segmentation 6) PROMOTION Advertising Publicity Sales promotions ****************Difference between customer and consumer, the Distributes is our customer, the people who will actually buy the product are consumers**************************** Conventions Sponsorship Packaging (Find out what was the 7th P???) For service (People, Process and Place- this place talks about location, how easily accessible are u, where it is , ambience of the place etc)

AIDA Awareness(Attention) Interest Desire Action I start with a story in my presentation is to catch your attention INTEREST-Generating Interest, When DOCOMO comes with a jingle, this brough awareness, but generated an interest in you to find out what DOCOMO is DESIRE- When you want to BUY that product or service, I Wish to have pizza

ACTION- I call up Dominos Pizza to get a pizza is my ACTION. What does a Marketer do. a)Need Recognition Make the potential customer recognize the need Consideration Set-Get your product into the consideration set of the customer, its the portfolio of products that you will consider to meet you need, Colgate and Peposdent only.(satisfies your needs) Similarly awareness Set is all the products that that you are aware of, Meswak, Colgate, Pepsodent b) INFORMATION- You will look for information for the products c) EVALUATION- The criteria based on which you will evaluate the product before you purchase a product out of the consideration set.The color, taste etc of toothpaste d) PURCHASE- You purchase the product 3) POST PURHASE EVALUATION- after you purchase the product you evaluate it again, if u like the product next time you will directly go and purchase the same product. Or you will start again with Consideration Set.

LDM(limited Decision Making) Low Involvement Product, the amount of Information you will search about the product, eg toothpaste Characterised by Internal search, what you know by your experience

NDM Nominal Decision Making- A cheap cellphone

Extended DM High Involvement Product. __ Characterized by External search, you talk with your friends, you search on the internet Product Life Cycle The different Graphs- We dont really know what a product life cycle will look like, We can guess, but we can never we sure, We are never sure about the value, it is highly misleading.. (Question Why do we actually consider a product life Cycle then?) Self fulfilling prophecy- As a brand manager, you may think the product is dead and u stop marketing it, but the product is really not dead.

Advert Do two adverts That company and Some other company. UDERSTANDING AN AD ARCHETYPE The shubarambh ad 1) Demographic 2) Phycographichaving those indian values 3) Benefit- Kuch bhi acha karne se pehle kuch mitha khana cahiye Location- The location communicates a lot to you.. urban setting, on the backdrop of mumbai. Message- What message do you take back form the ad. At the end of the day is it able to create that new market