Professional Documents
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Prof..
Presented By:
1: ACKNOWLEDGEMENT
2: EXECUTIVE SUMMARY
3: INTRODUCTION
POSITIONING
6: COMMUNICATION
7: ADVERTISEMENT
This dental cream will not only gives the shine to our teeth
but also creates a guard against germs and makes your teeth
product
DENTAL CREAM
I take only PEARL dental cream, because its a new product for
MARKET SHARE
Colgate Natural and Sparkle then what is the ratio of their sales in a
MEDICAM 61 69 70 75
COLGATE 43 61 44 71
NATURAL 45 66 50 43
SPARKLE 25 47 65 58
90
80
70
60 MEDICAM
COLGATE
50
NATURAL
40 SPARKLE
30
20
10
0
1st WK 2nd WK 3rd WK 4th WK
CORE BENEFITS
technology
trail.
and
and
Bleeding gums.
PRODUCT FEATURES
The basic motive to buy this product is to save his or her teeth from
bleeding and tooth decay, while at the same time it will also keep your
gums healthy.
have to take care of our family and ourselves. This particular product
is related to the safety of our one of the most sensitive areas of our
body.
paragraph.
SEGMENTATION
In order for segmentation to be viable, the market must be:
. ACCESSIBLE
. SUBSTANTIAL
. RESPONSIVE
CONSUMER MARKET
1:GEOGRAPHIC
2: DEMOGRAPHIC
3: PSYCHOGRAPHIC
4: BEHAVIORAL
Now we discuss our product PEARL Dental Cream on which bases this
product is segmented.
STEPS IN MARKET
SEGMENTATION,TARGETING & POSITIONING
Market positioning
Attractiveness
2. Develop profiles of
The market
Group buyers according to different benefits that they seek from the
product.
So people seek that this toothpaste is very useful for them, because it
saves
Target market of PEARL is not only the people having bleeding gums,
Having meal with cold drinks, our teeth feel hot and cold at the
same time, and create problem for us. That is why PEARL people says
price:
So PEARL people also targeting the people of lower class, lower middle
class, middle class and upper middle class by offering above 2 packs.
product on the EYE LEVEL of the customers, because eye level is the
buy level. We also keep in mind the purchasing power of our people, so
offer this toothpaste not only for gum or teeth patient, but for regular
customers.
much active that is why they are now lagging behind. They also offer
toothbrush in the pack but their quality is not good. They are also
offering different items, but customers are not satisfied with their
product.
ADVERTISING
like blood in the body. Think for a minute if there is no advertise for any
product, then how people come to know about the product. So none can
product.
COMMUNICATION
as follow.
Media
Noise
Feedback Response
THE MARKETING COMMUNICATION SYSTEM
PUBLICS
Advertising Advertising
Public relation
Public relation
PEARL as the product which pull out one from pain and blood in the
gums. Its female personality, that first going to putout her tooth, but
product to its customers, and people who use PEARL think that they
paying money for a product which has more worth than their payment.
PEARL people told its customers that it is not only for patients
but also for the whole family. These people told their customers that you
can use this paste not only for brush but also for the help of your finger.
PERSONAL SELLING
It means that “ Companies that market their product directly through
PUBLIC RELATIONS
Building good relations with the company’s various publics by obtaining
or
1: Product Publicity
2: Press Relations
3: Corporate Communication
4: Lobbying
5: Counseling
Pearl’s public relations are very good. People think that they are true
SALES PROMOTION
product or service.
because they know that this will directly affect their sales. At the
moment they are using T.V, Magazines, Newspapers. They are very
ROLE OF ADVERTISING
“ Fluoride with modern TGP for sensitive teeth and weak gums.”
control of marketer).
testing agencies).
EVALUATING ALTERNATIVES
BRAND PROCESSING
OR
ATTRIBUTE PROCESSING
In brand processing buyer assesses one brand at a time. Thus the
third brand.
and then compare several other brands on that attribute. Then a second
FACTORS INFLUENCING
PURCHASE DECISION
brands in the choice set. The consumer may also form a purchase
intention to buy the most proffered brand. However two factors can
factors are:
1:Attitude of others.
When the consumer is about to act this facors may erupt to change the
purchase intention.
is heavily influenced by
. Perceived risk.
certain about the purchase outcome. This produces anxiety. The amount
purchase subdecision:
1: Brand decision
2: Vender decision
3 Quantity decision
4: Timing decision
SELECTION OF STORE
1:Demographic characteristics
2:Lifestyles characteristics
In selecting the store to shop just as in selecting the product and brand
within the stores, the consumer makes certain information sources. One
research study said that previous shopping was more important than
advertising.
BRAND LOYALTY
Brand loyalty means that a consumer is stuck to your brand, and it is
very useful for the company, because it means that more revenue and
market and they can’t ignore it. Several studies have examined that the
lower educational attainment and a lower family income than the store
switcher.
IMPULSE PURCHASING
intention. You went to store for buy some other things but when you
sees that item then you recall the ad and buy that item.
After purchasing the product the consumer will experience some level of
marketer’s job doesn’t end when the product is purchased but continues
POSTPURCHASE SATISFACTION
After purchasing the product the customer may detect a flaw. Some
there is a little error in the product then company quickly recall all
leads to dissatisfaction.
POSTPURCHASE ACTION
REMOVAL
The public now fined it earlier to complain, question or complaint.
Complaint may come form not only dissatisfied customers, but also from
complaints and save their side from any inquiry or Govt. restriction.
For this companies establish customer service centres, where they listen
hotels, they give a card or form to fill by customer and thus they receive
maintenance of market share, low cost market research data base, lower
CLASSIFICATION OF RESEARCH
of knowledge.
variables.
CONSUMER RESEARCH STRATEGIES
Following are the consumer research strategies, which are adopted by
EXPLORATORY RESEARCH:
and discover how consumers may tend to react to these factors. This
their behavior.
CONSUMER SUGGESTIONS
FOCUS GROUPS
CONCLUSIVE RESEARCH:
conclusive research.
USE OF CONSUMER BEHAVIOR IN
MARKETING STRATEGY:
Companies use the knowledge of consumer behavior in their marketing
showroom or shop before their buying. They art him what they want to
buy, what will be characteristics of their wanted item. And thus they
come to know the requirements of their customers and when next time
customer come to their place he or she sees exact those features or his or
her requirements.
I select a low end product for study. This is toothpaste and it will be
good product and fulfils its sayings which are printed on its packing.