c

 


c

 



Advertisement

ñ
Meo Mingham - 3/7/2009

 

1.(a) Marketing involves much more than selling and advertising explain.

(b)how would you apply your knowledge of marketing concept to create awareness and communicate the perils in
the following : a) smoking b) Safe driving habit.

2. what is STP strategy? Briefly discuss the concept of positioning. what is the positioning of :
a) Nano car from Tata
b) Airtel - DTH service

b) Discuss the major considerations involved in designing the marketing organization. Make an attempt to study
the organization you are associated or familiar with and report its findings

3 a) Pakaging is considered as the fifth "p" of the Marketing Mix . What makes it so? Bring out the strategic
importance and relevance as a vital tool of product decisions.

b) How and why the concept of product life cycle is used as tool for market development ? Explain with two
examples of your choice.

4 a) Explain the major objectives of advertising and publicity with suitable example.

b) Distinguish primary data from secondary data. What are the merits, demerits and limitations?

 


 
 


How to survive in advertising by the original Mad Man: Phil
Geierwww.survivetothrivethebook.com

  
FedExΠMaunches New Flight between India and China. Open an A/c
Now!FedEx.Business-Shipping.com


 

!Business Expansion & Growth Advice Conference in Mumbai on Feb 18-
19www.franchiseindia.org
"!  Business Prog In Marketing, Finance & HR for PG Students. Join
Now!www.wlci.in/finance-marketing

# 
KIRAN,
HERE IS SOME USEFUM MATERIAM.
I CAN FIT ONM 1 /2a ANSWERS.
I CANNOT THE ANSWERS FOR 3/4.
PMEASE SEND THEM AGAIN AS FRESH Qs.
REGARDS
MEO MINGHAM
===============================

1. a) "Marketing involves much more than selling and advertising." Explain.

DEFINITION OF MARKETING.

What is Marketing ?

It is a process by which

-one identifies the needs and wants of the people.

-one determines and creates a product/service to meet the needs
and wants. [PRODUCT]
-one determines a way of taking the product/service to the market
place. [PMACE]
-one determines the way of communicating the product to the
market place. [PROMOTIONS]
-one determines the value for the product.[PRICE].

-one determines the people, who have needs/ wants. [PEOPME]

and then creating a transaction for exchanging the product for

a value.
and thus creating a satisfaction to the buyer's needs/wants.

TERMS to understand.
1.Product/Service means a product or service or idea to satisfy
the people's needs / wants.
2.Needs mean when a person feels deprived of something.
3.Wants mean when a person's need is formed / shaped
by personality, culture, and knowledge.
4.Value means the benefits that the customer gains from
owning and using the product and the cost of the product.
5.Satisfaction means the extent to which a product's
perceived performance matches a buyer's expectation.
6.Exchange means the act of obtaining a needed/ wanted
object by offering something in return.
7.Transactions mean a trade off between a buyer / a seller
that involves an exchange at agreed conditions.

Marketing is based on identifying, anticipating and satisfying customer needs effectively and profitably.

It encompasses
- market research,
-product planning / development ,
-product pricing,
-product marketing
-SAMES
-promotion,
-distribution,
-customer care,
-BRANDING
-merchandising
-retailing
-website marketing
and much more.

FROM THE ABOVE, OU WIMM SEE ''SAMES'' IS

ONE OF THE EMEMENTS OF TOTAM MARKETING.
=======================================================================
====
DEFINITION OF SAMES

What is Sales ?

It is a process by which

-one identifies the people, who have a need. [ PROSPECTING]

-one determines the needs of the people.[ NEEDS ]

-one determines a way of finding a solution to the prospect's problem.[ PROPOSE]

-one determines the way of communicating your product as a solution. [RECOMMENDING]

-one determines the value for the product for the prospect.[ ADVOCATING OUR PRODUCT].

-one determines / sells benefits of the product to the prospect. [ SEMMING BENEFITS]

and then creating a transaction for exchanging the product for

a value. [ CMOSING THE SAME ]
and thus creating a satisfaction to the buyer's needs/wants.
[ CREATING CUSTOMER SATISFACTION]

=============================================
SCOPE OF MARKETING
-----------------------------------------------------
Establish , direct, administer and coordinate the overall product marketing
programs for all Products..

Strategically plan for, develop and profitably penetrate the markets to

which the products, services and capabilities of the company can
be directed. These activities include
-studying economic indicators
-tracking changes in supply and demand
-identifying customers and their current and future needs
-monitoring the competition.
=========================================================
ROME OF MARKETING IS

-- based on identifying, anticipating and satisfying customer needs effectively and profitably. It encompasses
market research, pricing, promotion, distribution, customer care, your brand image and much more.
THIS AMSO INCMUDES
*Market research to determine consumer needs.
*Prototype product development
*Product testing
*Product development
*Product planning
*Pricing of products
*Test Marketing
*Developing marketing strategy
*Development of Market Planning
*Sales Planning
*Distribution Planning
*Advertising planning
*Sales Promotions Planning
*Merchandising Planning
*Retail marketing
*Marketing Research.
*Customer servicing
*Conducting marketing audit

AMSO INCMUDES
*Review brand, its image and what it stands for
*Consider the consistent use of a strap line in your advertisements
*Maunch a website and think about e-marketing and interactive website pages to add value
*Adopt the correct pricing strategy for your market sector, competitors, customers & profit
*Create a database of all your customers so that you can market to them again
*Know your customers - find out where they are spending their time and money
*Employ specialists for website creation or use external experts in the field
*Use external professionals for press releases
*Support anyone wanting to train in marketing
*Have a consistent brand message on all literature, websites, business cards & letter heads
*Create a mission statement
*Always plan properly, there are packages such as Microsoft Project which can help
*Use market research to understand your competitors, spot opportunities and lessen risks
*Use the database to market either by postal campaigns, e-mail or even mobile marketing

*Advertise in the correct places, and analyse and learn from each campaign
*Enlist professional designers for your literature, business cards and logos
===================================================
MARKETING SUBFIEMDS INCMUDE

*Marketing Concept.
* strategic marketing management
*Understanding the Competitors.
* marketing research.
*market forecast.
*Buyer Behavior.
*consumer behavior
*organizational buyer behavior.
*Marketing Strategy
*Strategic market Planning
*Market Development.
*marketing environments
*marketing strategies
*marketing planning.
*TRADE MARKETING MANAGEMENT
*Marketing Plan.
*developing a marketing plan.
*executing/implementing a marketing plan.
*market segmentation
*market targeting.
*market positioning.
*product marketing
*Channel marketing
*New Product Development & Strategy.
*new product development process.
*new product commercialization.
*Product Pricing Considerations and Approaches.
*pricing principles.
*pricing strategy
*Marketing Mogistics
*marketing channels.
*physical distribution.
*Marketing Decision Making
*Marketing Mix.
*promotions
*selling
*publicity
*online marketing
*direct marketing.
*marketing communication
*branding
*advertising
*telemarketing
*test marketing
*product planning
*sales development
*sales planning
*sales organization
*trade marketing
*merchandising
*retail marketing
*customer servicing
*SEMF SERVICE MARKETING
=================================================
MARKETING PMANNING / IMPMEMENTATION INVOMVES

STUD OF Current Situation - MACROENVIRONMENT

economy
legal
government
technology
ecological
sociocultural
supply chain
STUD OF Current Situation - MARKET ANAM SIS
market definition
market size
market segmentation
industry structure and strategic groupings
Porter 5 forces analysis
competition and market share
competitors'strengths/ weaknesses
market trends
Current Situation - Consumer Analysis
nature of the buying decision
participants
demographics
psychographics
buyer motivation and expectations
loyalty segments
Current Situation - Internal
company resources
financial
people
time
skills
objectives
mission statement and vision statement
corporate objectives
financial objective
marketing objectives
long term objectives
corporate culture
Summary of Situation Analysis
external threats
external opportunities
internal strengths
internal weaknesses
key success factors in the industry
our sustainable competitive advantage
MARKETING RESEARCH
information requirements
research methodology
research results
Marketing Strategy - tPRODUCT
PRODUCT MIX
product strengths and weaknesses
PERCEPTUAM MAPPING
PRODUCT MIFE C CME MANAGEMENT/ NEW PRODUCT DEVEMOPMENT
BRAND, brand image, and BRAND-EQUIT
the AUGMENTED PRODUCT
product PORTFOMIO analysis
B C G ANAM SIS
CONTRIBUTION MARGIN ANAM SIS
GE MUMTI FACTORAM ANAM SIS
QUAMIT FUNCTION DEPMO MENT
Marketing Strategy - MARKET SHAREobjectives
by products,
by customer segments,
by geographical markets
Marketing Strategy - PRICE
PRICING OBJECTIVES
pricing method (eg.: cost plus, demand based, or competitor indexing)
pricing strategy (eg.: skimming, or penetration)
DISCOUNTS AND AMMOWANCES
PRICE EMASCIT and customer sensitivity
PRICE ZONING
BREAK EVEN ANAM SIS at various prices
Marketing Strategy - PROMOTIONS
promotional goals
promotional mix
ADVERTISING reach, frequency, flights, theme, and media
SAMES FORCE requirements, techniques, and management
SAMES PROMOTIONS
PUBMICIT and PUBMIC REMATIONS
electronic promotion (eg.:WEBSITE or TEMEPHONE)
Marketing Strategy - DISTRIBUTION
geographical coverage
distribution channels
physical distribution and logistics
electronic distribution
Implementation
personnel requirements
assign responsibilities
give INCENTIVES
training on selling methods
financial requirements
MANAGEMENT INFORMATION S STEMS requirements
month-by-month agenda
PERT or CRITICAM analysis
monitoring results and benchmarks
adjustment mechanism
contingencies (What if's)
Financial Summary
assumptions
pro-forma monthly income statement
CONTRIBUTION ANAM SIS
breakeven analysis
MONTE CARMO METHOD
Scenarios
Prediction of Future Scenarios
Plan of Action for each Scenario
=====================================================
THE OBJECTIVES OF MARKETING

FIRST --PRIME OBJECTIVE OF MARKETING

-is to support and help the organization to achieve the CORPORATE OBJECTIVES.
--------------------------------------------------------------
SECOND OBJECTIVE
-THE SECOND IMPORTANT OBJECTIVE OF MARKETING is to
enable the organization survive and prosper through meeting needs and
wants of customers by matching a company's
capabilities with customer needs / wants.
--------------------------------------------------------------

THIRD OBJECTIVE

-to provide an agreed. consistent and well directed target range of volume
for all departmental functions, which will help them to streamline
their activities for the period.
*finance
*manufacturing/ production
*human resource
etc etc
-------------------------------------------------------------------
FOURTH OBJECTIVE

-to provide the marketing department a tool

to plan and manage its activities, THROUGH MARKETING PMAN.
-----------------------------------------------------------------------------

FIFTH OBJECTIVE
-TO provide a stretch points for setting sub-objectives /planning/ strategies
for MARKETING DEPARTMENT.
*market share target.
*competitive standing target.
*customer awareness target..
*customer retention target
*new products target
---------------------------------------------------------------------
SIXTH OBJECTIVE
-to provide a method devised to achieve the objectives
in the promotion MIX.
---------------------------------------------------------------------------

SEVENTH OBJECTIVE
-TO provide a stretch points for setting sub-objectives /planning/ strategies
for SAMES MANAGEMENT
*product coverage.
*customer coverage.
*geographical area coverage.
etc
-------------------------------------------------------------------

EIGHTH OBJECTIVE
-TO provide a stretch points for setting sub-objectives /planning/ strategies
for DISTRIBUTION MANAGEMENT
*distribution penetration target.
-------------------------------------------------------------------------

NINTH OBJECTIVE
-TO provide a stretch points for setting sub-objectives /planning/ strategies
for CUSTOMER SERVICE MANAGEMENT
*customer satisfaction level.
------------------------------------------------------------------

TENTH OBJECTIVE
-TO provide a stretch points for setting sub-objectives /planning/ strategies
for OVERAMM CONTROM THROUGH RESEARCH.
*consumer research.
*customer satisfaction surveys.
*internal operation research.
*distribution study
*marketing research
etc etc
===============================================
THE OBECTIVES OF MARKETING COUMD AMSO INCMUDE
SETTING METRICS FOR
market share
total
by segments
by channel
customers
total
number/percentage new
number/percentage retained
purchases
rate of purchases
size/volume of purchases
Promotional objectives
level of brand/company awareness
traffic building
(e.g., store traffic, website traffic)
product trials
(e.g. sales promotions, product demonstrations)
sales force
(e.g. cycle time, cost per call, closing rate, customer visits, etc.)
Channel objectives
dealers
total
number/percentage new
number/percentage retained
order processing and delivery
on-time rate
shrinkage rate
correct order rate
Market research objectives
studies initiated
studies completed
R&D objectives
product development
Other objectives
partnerships developed

Awareness
Before a customer buys your product or service they must become aware of it. Awareness is particularly important
if you have a new product or service, if your product or service is only bought occasionally or if your market has
many competitors and you need to maintain awareness amongst your target market. For example, your objective
may be to increase awareness of brand X by 20% by June 2009.

Purchase
This relates to the initial purchase and the purchase of specific products or services in your range. For example
your objective may be to increase initial purchase of service X from 5% to 9% by June 2009.

Purchase frequency
This relates to how often your customers buy your product or service. For instance if you have a product or service
that has a high gross margin, then you may want your customers to buy it on a regular basis as this will increase
the profitability of your business.

Usage
This is different to purchase as the person who buys your product or service may not be the one who actually uses
or consumes it. For example, mothers may buy the breakfast cereal but it is the children who are the ones who eat
it.

Usage frequency
This relates to how often your customers use/consume your product or service. By getting your customers to use a
little more of your product or service can actually translate into more sales over the year. Big business marketers
often do this by introducing larger pack sizes.

Average transaction value

This relates to the average amount each of your customers spends per transaction with your business. A simple
way of improving the profitability of your business is to encourage your existing customers to increase their
average transaction value i.e. purchase slightly more each time.

Distribution
As distribution channels available to customers grow, it is important that you ensure your products or services are
available in the most important distribution channels for your market so that your customers don¶t switch to your
competitors.

Customers
For your small business to grow you may decide to focus on gaining new customers for your business or to retain
your most profitable ones.
======================================================
WHAT A MODERN MARKETING ORIENTED ORGANIZATION DOES
FOR ACHIEVING SUCCESS IN ITS FIEMD.

- market research,
[conducts marketing research continuosly--pre-product/during product launch/
during the maturity/ consumer research/retail research/test marketing etc etc
==================================================
-product planning / development ,
[they plan/ develop products in a scientific manner, tailoring
it to the exact taste of the consumers]
=====================================
-product pricing,
[conduct price research and position the price point
where the consumer can afford / the company makes good profit.]
==========================================
-product marketing
[the company conducts one of the most effective product marketing
programs in the world.]
==============================================
-SAMES
[the company has a wide network of sales representatives
in almost over 180 countries]
======================================
-promotion,
[the company applies varieties of promotions including
sales promotion/trade promotion/consumer promotion/
advertiisng/ public relations ]
=============================================
-distribution,
[when it comes to distribution, they have an unmatched distribution network.
they go for extensive and intensive coverage of the market---that covers
supermarkets/corner stores/gas stations/ schools/colleges/convenience stores/sports complex etc
================================================
-customer care,
[the company has a well crafted customer care program for
the consumers.]
============================================
-BRANDING
[when it comes to branding, they are second to none in the world
''COKE'' say no more]
=====================================
-merchandising
[the company has an extensive program on merchandising like
external displays / internal displays ]
==========================================
-retailing
[ the company has a strong presence in the retail field
supported by active merchandisers]
====================================
-strategic marketing management
[the company has a strong team to manage the
strategic aspects of market--it is highly research based]
==============================================
-market forecast.
[the company uses the finest software to develop
the demand planning and market forecast and sales forecast]
==============================================
-consumer behavior
[the company continuously monitors the consumer behavior
with respect their products]
=====================================
-organizational buyer behavior.
[the company continuously monitors the organization buying behavior
with respect their products ---like schools/ colleges/ business houses]
==========================================
-Strategic market Planning
[the company has a strong team to manage the
strategic aspects of market--it is highly research based]
=============================================
-Market Development.
[ the company develops the market through
*geographical coverage increase.
*current customers usage increase
*new customers increase
etc
============================================
-marketing environments
[the company is sensitive to the environment
and has a number of societal marketing programs.
================================================
-market segmentation/ targeting
[THE company uses the segmentation techniques
heavily targeting the ''15 --45'' age group]
====================================
-field sales planning / development
[the company carries out regular field sales
planning and development program to sharpen/ tune
the field sales team.
===================================
ADDITIONAMM ,

THE COMPAN TAIMOR ITS MARKETING PRACTICES

Successful businesses focus on getting the basics of marketing right.

Marketing is based on identifying, anticipating and satisfying customer needs effectively and profitably. It
encompasses market research, pricing, promotion, distribution, customer care, your brand image and much more.
Some of the things that the company does in marketing practices is to:
*Have a marketing team or individuals who have qualifications in marketing
*Review brand, its image and what it stands for
*Consider the consistent use of a strap line in the advertisements
*Maunch a website and think about e-marketing and interactive website pages to add value
*Adopt the correct pricing strategy for the market sector, competitors, customers & profit
*Create a database of all the retailers so that you can market to them again
*Know your consumers - find out where they are spending their time and money
*Employ specialists for website creation or use external experts in the field
*Use external professionals for press releases
*Support anyone wanting to train in marketing
*Have a consistent brand message on all literature, websites, business cards & letter heads
*Create a mission statement
*Always plan properly, there are packages such as Microsoft Project which can help
*Use market research to understand competitors, spot opportunities and lessen risks
*Use the database to market either by postal campaigns, e-mail or even mobile marketing
*Advertise in the correct places, and analyse and learn from each campaign
*Enlist professional designers for literature, business cards and logos
*Stick to what you do best and let the experts help with their specialist knowledge.
#################################################################
1 b) How would you apply your knowledge of marketing concept to create awareness and
communicate the perils in the following :
a) Smoking
b) Safe driving habit

Creating awareness is an important first step toward building audience understanding, influencing opinion and
motivating behaviour. But there's a lot more than meets the eye to executing a successful awareness campaign
and a lot more to it than enlisting the help of recognizable faces. Commanding audience attention is not as easy as
it might appear.
M RIAD MESSAGES
Over-communication is a way of life. Information bombards the senses from every conceivable source, every
waking moment of the day. Communication channels have mushroomed. Not only are there more choices within
mediums, but also more mediums to choose from.

At the end of 2002, global use of the Internet was pegged at more than 600 million people--a number that
increases every day. At 500,000 words, it would take the average person 28 hours to read a Sunday edition of The
New ork limes. An 8-ounce container of cereal carries about 1,500 words of copy, and General Motors spends
US$365,000 a day to promote Chevrolet in the U.S. market. A 30-second commercial on the popular sitcom
'Friends" costs an average of US$455,700, followed closely by "ER" and "Survivor." But if any old prime time slot
will do, the average cost for 30 seconds of airtime is US$115,799.
And that's just the external environment. The internal environment is no less inundated. The competition for share
of mind has never been greater. et the channels are congested and only a tiny fraction of messages actually get
through. Make no mistake, the human mind is capable of holding only so much information.

ATTENTION-GETTING TACTICS
Communicators are face to face with an important challenge: In an information-overloaded society, how do you
command attention in a way that creates and anchors awareness? Much of the advertising industry's success has
been guided by these seven principles.
1. Without research, you're only guessing. Alice's Cheshire cat said, "If you don't know where you're going, any
road will do." The success or failure of awareness campaigns depends on the skill of the strategist to clearly
understand the audience-who they are, what they think and how to influence their perceptions. Brand gurus call
this "finding a window into the mind."
Enter audience research, Although there is much controversy about the validity of research and different methods,
so far no one has come up with a better idea. How do you know what the audience thinks? ou ask. How do you
know what will influence choice? ou study. How do you know whether the message is meaningful and memorable?
ou test.
2. Answer the question "What's in it for me?" Competing for audience attention is not for the faint of heart. People
come in all shapes and sizes, with pre-conceived ideas and opinions that influence your ability to deliver a
message.
The human mind operates like a computer, with one important difference: A computer accepts whatever you key
into it. The mind does not. The human mind rejects information that doesn't match prior knowledge or experience.
The easiest way to create awareness is to build on something that is already familiar. Make it relevant. Make it
real. Make it personal. Effective communication answers "What's in it for me?" or "Why should I care?"
3. People respond to emotion. Forget the logic. Find the emotional hot buttons. Make the audience feel something.
Mogic-based communication presents the facts but does not engage the audience. Ideas that create an emotional
experience build a personal connection with each individual. Awareness is more easily gained if you can touch the
audience with a memory. Effective communication first speaks to the heart. The head and hands will follow.
4. Keep the creative focus on strategy. Develop a creative brief to keep you focused. A creative brief links the
strategy to the creative execution of the messages. It is here that all the analytical thinking is transformed into
razor-sharp direction that becomes a foundation for the creative idea that will drive the message home.
Completing a creative brief is easy, providing you've done your homework:
* Why are you communicating?
* What is the strategy trying to achieve?
* Who are you talking to?
* What do you know about them?
* What do they think?
* What do you want them to think?
5. Mess is more. Keep the idea simple and the execution free of clutter and verbosity. The reading vocabulary of the
average person is about 8,000 words. The speaking vocabulary is less. Add limited time and competing agendas to
the mix and there is no doubt that only the strong survive. Cutting through the clutter depends heavily on the
writer's ability to serve up a sharply focused message that gets right to the point.
6. Align the media with the audience. Use a rifle, not a shotgun. With all the noise in the environment, getting the
right message to the right audience has never been as challenging. The strategy? Be selective in the choice of
media vehicles and channels.
Segment the market, define the audience and find out where they live. What are their media habits--favourite
magazines, television programs, radio preferences? Are they likely to be online? Would you find your audience at a
football game, in a coffee shop or both?
7. Once is never enough. Frequency builds top-of-mind awareness. Audiences must receive the same message a
minimum of four times before it starts to sink in.
Combining above-and below-the-line tactics, use a variety of vehicles to deliver the message. A multimedia
campaign anchored by television might be supported by outdoor and print. But don't stop there. Reinforce the
program with media relations and special events.
Visible, consistent messages delivered over an extended period of time are more likely to be noticed and
remembered. That is why people choose Heinz[R] over other ketchup or Kleenex[R] over other brands of tissue.
The audience is constantly reminded to think of the brand name first. The same principle holds true for awareness
initiatives.
============================================
An effective media can raise the awareness level and can also bring about sustainable behavior change thereby
reducing vulnerability to the Smoking PERIMS / Safe driving HABIT.
Media is capable of performing the following roles in preventing Smoking PERIMS / Safe driving HABIT.

A Channel for communication and Discussion: One of the roles of Media is to open the channels for communication
and foster discussions about Smoking PERIMS / Safe driving HABIT and Addressing Smoking PERIMS / Safe
driving HABIT in the entertainment programs can have an enormous impact on the society at risk.
A vehicle for Creating a supportive and enabling environment : Mass media can be instrumental in breaking the
silence that envelopes the Smoking PERIMS / Safe driving HABIT and in creating an encouraging behavior for
combating with existing social norms and making positive changes in the society.

Facilitator for removing Stigma and discrimination attached with the Smoking PERIMS / Safe driving HABIT
A number of media campaigns have focused on the need to overcome prejudice and encourage solidarity with
people who have given up such habits.
A tool for creating a knowledge base for Smoking PERIMS / Safe driving HABIT
related services: The collaborative efforts of all modes of media in association with NGOs State organizations,
service providers have brought to the lime light the availability and source of beneficial services like counseling,
testing and other provisions, treatment and social care. The broadcasters and print media have a specific role to
play as their efforts have tremendous recall value.

Education through entertainment: For creating an efficacious awareness about Smoking PERIMS / Safe driving
HABIT
, the messages need to be informative, educative as well as entertaining as these are mutually exclusive.
The education of Smoking PERIMS / Safe driving HABIT
has to be spread as if we are selling the product. Thus, a holistic approach for dealing with the emotional,
psychological and physical realities is to be adopted.

Mainstreaming: Broadcasters are mainstreaming the Smoking PERIMS / Safe driving HABIT
issue across a number of programs, ensuring that the message permeates a diverse range of output , not just
outlets and public service messages dedicated specifically to the issue.
Putting Smoking PERIMS / Safe driving HABIT
on the News agenda and encouraging leaders to participate: In recent years several leading broadcasters from
around the world have found innovative ways to report on the subject.

Sharing resources ad pooling material: Several campaigns were successful as they fully utilized the opportunity of
pooling the available resources with others by sharing expertise and material.
Capacity Building: Successful partnerships need not be with other media outlets. Alliances of NGO, Government
departments and foundations can bring significant benefit for both the parties.

Media as an institution of oversight, restraint and collaborative efforts: Media can render yeoman¶ service in
providing accurate and correct news coverage of Smoking PERIMS / Safe driving HABIT
facilitate eliciting and generating public response to state sponsored efforts. Such efforts have the potentials to
awaken social and political leaders to review their strategies and take mid course corrections in regard to policy
concerning Smoking PERIMS / Safe driving HABIT
.
In such a process, the media has the potential to influence public opinion and attitudes about Smoking PERIMS /
Safe driving HABIT

Media too have the capability to bring about transformation in the thinking pattern of the society and thus sowing
the seeds of attitudinal changes. The media can be a great facilitator for preventing process while imparting the
need for a healthy behavior towards the section of the society and those individuals most vulnerable to
Smoking PERIMS / Safe driving HABIT and those individuals affected by
###########################################################
2. a) What is STP strategy? Briefly discuss the concept of positioning. What is the positioning
of :
a) Nano car from Tata
b) Airtel ± DTH service
Market Segmentation

A Market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to
have similar product needs.
Market segmentation is the process in marketing of dividing a market into distinct subsets (segments) that behave
in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes,
they are likely to respond similarly to a given marketing strategy. That is, they are likely to have similar feelings
and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a
certain way and promoted in a certain way.
Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus
private sector. Small segments are often termed niche markets or specialty markets. However, all segments fall
into either consumer or industrial markets. Although it has similar objectives and it overlaps with consumer
markets in many ways, the process of Industrial market segmentation is quite different.
The overall intent is to identify groups of similar customers and potential customers; to prioritize the groups to
address; to understand their behaviour; and to respond with appropriate marketing strategies that satisfy the
different preferences of each chosen segment. Revenues are thus improved.
Improved segmentation can lead to significantly improved marketing effectiveness. With the right segmentation,
the right lists can be purchased, advertising results can be improved and customer satisfaction can be increased

The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects
that are "most likely" to purchase your offering. If done properly this will help to insure the highest return for your
marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a
business, there are definite differences in what you will consider when defining market segments.

Category of Need
The first thing you can establish is a category of need that your offering satisfies. The following classifications may
help.

For businesses:
Strategic - your offering is in some way important to the enterprise mission, objectives and operational oversight.
For example, a service that helped evaluate capital investment opportunities would fall into this domain of
influence. The purchase decision for this category of offering will be made by the prospect's top level executive
management.
Operations - your offering affects the general operating policies and procedures. Examples might be, an employee
insurance plan or a corporate wide communications system. This purchase decision will be made by the prospect's
top level operations management.
Functional - your offering deals with a specific function within the enterprise such as data processing, accounting,
human resources, plant maintenance, engineering design, manufacturing, inventory control, etc. This is the most
likely domain for a product or service, but you must recognize that the other domains may also get involved if the
purchase of the product or service becomes a high profile decision. This purchase decision will be made by the
prospect's functional management.

For the individual consumer:

Social Esteem or Pleasure - your offering satisfies a purely emotional need in the consumer. Examples are a mink
coat or a diamond ring. There are some products that are on the boundary between this category and the
Functional category such as a Rolex watch (a Timex would satisfy the functional requirement and probably keep
time just as well).
Functional - your offering meets a functional requirement of the consumer such as a broom, breakfast cereal or
lawnmower.

Segmentation of Needs FOR BUSINESS ORGANIZATIONS

Then you should establish what the need is and who is most likely to experience that need. our segmentation will
be determined by a match between the benefits offered by your offering and the need of the prospect. Some
"need" categories for segmentation include:
Reduction in expenses
Prospects might be businesses that are downsizing (right sizing), businesses that have products in the mature
stage of their life cycle or individuals with credit rating problems.
Improved cash flow
Prospects might be businesses that have traditionally low profit margins, businesses that have traditionally high
inventory costs or individuals that live in expensive urban areas.
Improved productivity
Prospects might be businesses that have traditionally low profit margins, businesses that have recently experienced
depressed earnings or individuals with large families.
Improved manufacturing quality
Prospects might be businesses with complex, multi-discipline manufacturing processes.
Improved service delivery
Prospects might be service businesses in highly competitive markets, product businesses requiring considerable
post-sale support or individuals in remote or rural areas.
Improved employee working conditions/benefits
Prospects might be businesses where potential employees are in short supply.
Improvement in market share/competitive position
Prospects might be new entrants to a competitive market.
Need for education
Prospects might be businesses or individuals looking for books on business planning, or seminars on Total Quality
Management.
Involvement with social trends
Prospects might be businesses concerned with environmental protection, employee security, etc. or individuals who
believe in say 'no' to drugs, anti-crime, etc.
Specific - relating to product/service characteristics
Prospects might be businesses or individuals interested in safety, security, economy, comfort, speed, quality,
durability, etc.

Factors that segment prospects

Having determined the more general segmentation characteristics you can proceed to a more detailed analysis of
the market. There are literally thousands of ways to segment a market, but the following are some of the more
typical segmentation categories.

For businesses:
Industry by SIC code
This is especially beneficial for vertical market offerings.
Size - revenues, # employees, # locations
In general if your offering is highly sophisticated, requires significant resources or provides greater value based on
volume, then the target should be the larger enterprises.
Job position/responsibility
Examples of offerings might be planning software for managers or cleaning agents for maintenance managers.
Climate
Examples of offerings might be dehumidifiers in areas near the ocean or snow plows in northern areas.
Time related factors
Some services in this category are vacation related industries in summer and tax planners in the spring.
Manguage
An example of a language specific service is a Spanish TV channel.
Status in the industry
ou might want to target businesses that are the technology leader or revenue leader or employee satisfaction
leader, etc.
Accessibility
To minimize promotion and sales expense you may want to target urban rather than rural or local rather than
national prospects.
Future potential
A good example is how Apple Computer supplied products to schools at all levels to condition students graduating
into the marketplace.
Ability to make a quick purchase decision
Targeting individual purchasers versus business committees can significantly reduce marketing expense and
increase the probability of a quick close.
Access (or lack of access) to competitive offerings
Cable TV business's significant investment in their service delivery system has allowed a near monopoly for some
time. IBM's service reputation insured minimal competition during the mainframe days.
Need for customization
Offerings such as police cars, busses for municipalities and specialized computer systems fall into this category.
Product or service application to a business function
Examples are data processing, accounting, human resources and plant maintenance.
============================================
For Individual Consumers:
Physical Size
Offerings might be big men's clothing, golf clubs for shorter players, etc.
Creation of or response to a fad
Examples are hula hoops, Jurassic Park T-shirts, pet rock, physical fitness, etc.
Geographic location
Marketers take advantage of location by selling suntan lotion in Hawaii, fur coats in Alaska, etc.
Time related factors
ou may be able to target vacationers in summer, impulse buyers during the holidays or commuters at 7AM.
Demographics/culture/religion
Ethnic products would fall into this category.
Gender
Product examples are scarves for women, ties for men, etc.
Age
Product examples are toys for children, jewelry for women, etc.
Social status
This could include country club memberships, philanthropic contributions, etc.
Education
Product and service examples are encyclopedias, scientific calculators, learning to read tools and financial
counseling.
Avocation
This could include products for hunting, fishing, golf, art work, knitting, etc.
Special Interests
ou could target cat lovers, science fiction readers, jazz music collectors, etc.
Accessibility
Because the individual is more difficult to reach you may want to segment by urban versus rural, train commuters,
people who read Wall Street Journal, etc.
Access (or lack of access) to competitive offerings
Due to high investment capital requirements or timing of market entry you may be able to capture a significant
market share in a specific geographical area. Examples might be a trash service, emergency medical support, etc.
Need for specific information
Based on features or content of your offering you can target a market segment. A product might be books on how
to start a business or a service might be seminars on how to quit smoking.
Need for customization
Product/service examples are home decoration, fashion wear, personal portraits, etc.
Need for quality, durability, etc.
Product examples are mountain climbing gear, carpenter's tools, etc.
Degree of a product/service ingredient
Segmentation based on prospect preferences is common. An example is dark chocolate for some tastes, light
chocolate for others.
=======================================================================
=
While market segmentation can be done in many ways, depending on how you want to slice up the pie, three of
the most common types are:
Geographic segmentation ± based on location such as home addresses;
Demographic segmentation ± based on measurable statistics, such as age or income;
Psychographic segmentation ± based on lifestyle preferences, such as being urban dwellers or pet lovers.
If you¶re interested in target marketing, the first step is to do the research that will help you define and zero in on
your target market.
================================================================
The requirements for successful segmentation are:
homogeneity within the segment
heterogeneity between segments
· segments are measurable and identifiable
· segments are accessible and actionable
· segment is large enough to be profitable
------------------------------------------------------------------------
These criteria can be summarized :
D Differential: it must respond differently to a different marketing mix
A Actionable: you must have a product for this segment to be accured
M Measurable: size and purchasing power can be measured
A Accessible: it must be possible to reach it efficiently
S Substantial: the segment has to be large and profitable enough
=================================================================
The variables used for segmentation include:
1.Geographic variables

region of the world or country, East, West, South, North, Central, coastal, hilly, etc.
country size/country size : Metropolitian Cities, small cities, towns.
Density of Area Urban, Semi-urban, Rural.
climate Hot, Cold, Humid, Rainy.

2.Demographic variables

-age
-gender Male and Female
-sexual orientation
-family size
family life cycle
Education Primary, High School, Secondary, College, Universities.
income
occupation
education

3.socioeconomic status

religion
nationality/race
language

4.Psychographic variables

personality
life style
value
attitude

5.Behavioural variables

benefit sought
product usage rate
brand loyalty
product end use
readiness-to-buy stage
decision making unit
profitability
When numerous variables are combined to give an in-depth understanding of a segment, this is referred to as
depth segmentation.
When enough information is combined to create a clear picture of a typical member of a segment, this is referred
to as a buyer profile. When the profile is limited to demographic variables it is called a demographic profile
(typically shortened to "a demographic"). A statistical technique commonly used in determining a profile is cluster
analysis.
=================================================================
THE B -PRODUCT OF MARKET SEGMENTATION IS THE
IDENTIFICATION OF THE PARTICUMAR SEGMENT, TARGET MARKET
WHICH ONE WANTS TO EXPMOIT.
------------------------------------------------------------------------------
NANO '' SMAMM CAR''

IN UNIVERSAM TERM, the nano is a small car.

IN INDIAN TERM,
-nano is specifically designed for the indian market.
-it is designed for the indian market
-it is designed ''as a value for money''
-it is designed with india made parts.

THE MARKET SEGMENTATION VARIABMES CONSIDERED

FOR THE BUSINESSES.

-reduction in capital expenses.

-reduction in operation expenses.
-reduction in maintenance expenses.

-improvement in the cash flow.

-improvement in the working conditions for field employees.
-improvement in the productivity of field employees.

-improvement in the business market coverage

-improvement in the business results.
----------------------------------------------------
FOR THE INDIVIDUAMS

1.Demographic variables
*age
*gender Male and Female
*sexual orientation
*family size
*family life cycle
*Education Primary, High School, Secondary, College, Universities.
*income
*occupation
*education
--------------------------------------------------
2. socioeconomic status
*religion
*REGIONAM FOCUS
*language
-----------------------------------------
3. Geographic variables
*region of the country,NORTH / SOUTH/ EAST/ WEST/CENTRAM etc.
*metro/ rural : Metropolitan Cities, small cities, towns.
*Density of Area Urban, Semi-urban, Rural.
*climate Hot, Cold, Humid, Rainy.
---------------------------------
4.Psychographic variables
*personality
*life style
*value
*attitude
--------------------------
5.Behavioural variables
*benefit sought
*product usage rate
*brand loyalty
*product end use
*readiness-to-buy stage
*decision making unit
*profitability
*income status
=======================================
###############################################

THE B -PRODUCT OF MARKET SEGMENTATION IS THE

IDENTIFICATION OF THE PARTICUMAR SEGMENT, WHICH ONE
WANTS TO EXPMOIT.

HENCE TO AIM AT THE NICHE MARKET,

ONE MUST HAVE TO SEGMENT THE MARKET FIRST,
IT IS A CRITICAM STEP.
------------------------------------------------------------------------------
A niche market also known as a target market is a focused, targetable portion (subset) of a market sector.
By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is
not being addressed by mainstream providers. A niche market may be thought of as a narrowly defined group of
potential customers.
A distinct niche market usually evolves out of a market niche, where potential demand is not met by any supply.
Such ventures are profitable because of disinterest on the part of large businesses and/or lack of awareness on the
part of other small companies. The key to capitalizing on a niche market is to find or develop a market niche that
has customers who are accessible, that is growing fast enough, and that is not owned by one established vendor
already.

Marketing in and for niche markets

Niche marketing is the process of finding and serving profitable market segments and designing custom-made
products or services for them. For big companies those market segments are often too small in order to serve them
profitably as they often lack economies of scale. Niche marketers are often reliant on the loyalty business model to
maintain a profitable volume of sales. this also means theres a gap in the market
==================================================================
IT IS NOT DANGEROUS TO PICK / MARKET MANAGE A NICHE MARKET.
BUT THE RISK IS HIGH.
THE RISK COUMD INVOMVE
-wrong segments
-bad market planning
-poor cost.benefit analysis
-poor profiling of the market segment
-ineffective selection of the market mix
-poor targeting efforts
etc.
HENCE CAREFUM SEGMENTATION IS CRITICAM.

To Qualify As A NICHE Market Target, A Group Of Customers Should

Meet Important Conditions.

For any group regarded as a potential NICHE market target, the following questions should be asked:

Will the group satisfy our profit objectives?

Is it apt to grow?

How stable is the market?

Can we accurately measure the size and purchasing power of the target?

Will we be able to reach the target with our promotion?

Do we have the resources to serve the proposed targeted market?

Are the homogeneous customers within the possible segment influential? Will their purchases cause other groups
to buy the products?

Can we identify the customers so that we can know where and how to appeal to them?

How strong is our competition in this target market? Are there any competitive opportunities for us?

Many market segments will not meet the above requirements. For instance, a certain group may not have
promising growth potential, yet it may offer stable and profitable business forces.

THIS WIMM HEMP TO REDUCE THE RISK FACTORS.

=================================================
PRODUCT POSITIONING IN THE SEMECTED MARKET SEGMENT.

FIRST STEP -- DO THE RESEARCH

The first step in the positioning process is to do the research. The good news is that product marketing managers
already have done most of the research as part of their job. To successfully position a product, you need a
thorough understanding of customer problems, channel issues, and how competitors are positioned. The answers
to these and other questions become part of a rationale document for your positioning strategy:
What is your target market (size, type of company, etc.)?

Who is the decision maker you want to target your message to, and what keeps that decision maker awake at
night?

What pressing problem does your product solve for your prospective customer?

How is your prospect solving that problem today?

What specific benefit does your product deliver?

Why is your product better than the current solution and competitive alternatives?

Who are your key competitors; why and when do you win or lose to them?

How do your competitors position themselves in their marketing communications, including ads, direct mail
campaigns, brochures, and web sites?

What makes your product unique in a way that is relevant to your prospect?

Are there any problems, unique challenges, or special needs of your channel?

What do prospects and customers like and dislike about your product?

Do prospects and customers share your belief of why your product is better than the competition¶s?

Are there any characteristics of a sales situation that indicate whether or not your product or service will be
selected?

Now incorporate the answers to these questions in a rationale document. By doing so, all product knowledge is
captured in one place and can be used as a reference guide when marketing and sales need it. The rationale
document should be three to five pages and should include this information:
Product Category²Define the product¶s key features, advantages, and benefits. A matrix can help clarify these
items.

Product Mine Fit²Describe how the product fits into the overall company product strategy.

Situation Analysis²Describe the conditions that justify the release of this product, including why the company
believes it can be successful.
Market Analysis²Profile target market(s) by size, revenue, market segment, operational type, or other relevant
categories.

Audience Analysis²Profile key prospects within the target market(s), including job titles and functions
(demographics) and their concerns, attitudes, and behaviors (psychographics).

Distribution²Describe how the product will be distributed and the impact of distribution on product
communications.

Competitive Positioning²Describe the key competitors, their targets, and how they position their products.

Positioning Statement and Rationale²Evaluate the product positioning statement against the following four
criteria: Is it important, unique, believable, and usable?

Support Points²Describe how the three support points make the positioning statement unique, believable, and
important. If multiple markets or audiences require unique support points, explain why.
A rationale document transfers important product knowledge to those who need to know, but who don¶t have the
time or expertise to find the information themselves. It¶s especially useful when creating a product message
strategy that includes a positioning statement (number 8 in the rationale document) and three or four support
points (number 9).

A MESSAGE STRATEG IS A TIME SAVER

our positioning statement becomes the central idea and theme underlying all marketing activities. It is a short,
compelling, declarative sentence that states just one benefit and addresses the target market's number one
problem. It must be unique, believable, and important, or the target market will ignore the message. Once you
have found the right message, your product marketing managers won¶t need to be involved in every planning
session for every marketing campaign.
Supporting benefit statements tell the story in more detail. They also provide a structure for product
demonstrations. While the positioning statement articulates a high-level benefit, the claims made in the supporting
statements should be readily demonstrable. That is, in just a few steps, you should be able to show how the
product delivers concrete benefits.
Make sure your message strategy has enough detail to support the creation of a standard product demonstration.
This helps your product marketing managers to create a demo quickly. And there¶s another benefit²the product
detail in the support points answers a lot questions before marketing and sales ask them.
A message strategy also facilitates delivery of the same message across all marketing media, including web sites,
brochures, advertisements, and presentations to investors, industry analysts, and prospects. A standard outline
format makes it easy for writers and other communicators to see the message strategy's benefit hierarchy, and to
take full advantage of it.
A Rationale Document Captures All the Product Knowledge
In addition to documenting product knowledge, the positioning process improves marketing without intense, time-
consuming input from product marketing. A message strategy is like the recipe for how to talk about your product.
Follow the recipe rather than ask product marketing, and your marketers can create a compelling, accurate story
about your product.
This does not mean that your product marketing managers no longer need to be involved in the planning and
creation of marketing materials. They should provide input when appropriate. It¶s just that the process won¶t take
up nearly as much of their time. That¶s because marketing gets most of its infusion of product knowledge by
referencing the rationale document and message strategy. And that means your product marketing managers have
successfully cloned themselves; they¶ll have more time for other competing priorities.
===================================================
HERE ARE TWO EXAMPMES

----------------------------------------------------------------
1..NANO
*SEGMENT----- middle class.
*TARGET----upper income brack [ 400,000 ----1mill rupees]
*POSITIONING -----affordable / CONVENIENT.
----------------------------------------------------------------------
2.AIRTEM-DTH
*SEGMENT-middle class
*TARGET - FAMIMIES with median income.
*POSITIONING ----entertainment for all situations.
------------------------------------------------------------------