PATUCK-GALA COLLEGE OF COMMERCE & MANAGEMENT

Name:- Prachi P. Tawde. Class:- TYBMS Roll No:- 49 Project on:- Marketing Strategies in Business

INTRODUCTION TO MARKETING
Marketing is the process of communicating the value of product or service to customers. Marketing satisfies these needs and wants through exchange process and building long term relationship. There are five competing concepts under which organizations can choose to operate their business: the production concepts, the selling concepts, the marketing concepts and the holistic marketing concepts.

7 PS OF MARKETING
1.

2.
3. 4.

5.
6. 7. 8.

Price Product Promotion Placement People Physical Environment Process Packaging

MARKETING STRATEGY
At the heart of any business strategy is a marketing strategy. Business exist to deliver products that satisfy customers. Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services. The field of marketing strategy considers the total marketing environment and its impact on a company or product or services.

THE MARKETING MIX & 4PS

Market selection Product Planning Pricing Place Promotion

SEGMENTATION, TARGETING, POSITIONING

Market Segmentation: Market segmentation is a marketing strategy that involves dividing a board target market into subject of customers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allows to reach them. Market segments allows companies to create product differentiation strategies to target them.

Targeting: Targeting Is the process of selecting targets and matching the appropriate response to them on the basis of operational requirements, capabilities and limitations. The selection of potential customers to whom a business wishes to sell products or services. Positioning: Identifying and attempting to occupy a market niche for a brand, product or service utilizing traditional marketing placement strategies. Positioning is also defined as the way by which the marketers attempts to create a distinct impression in the customers mind.

SWOT ANALYSIS
SWOT analysis is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities and Threats involved in a project or in a business venture. Strengths: Characteristics of the business or project that give it an advantage over others. Weaknesses: are characteristics that place the team at a disadvantage relative to others. Opportunities: elements that the project could exploit to its advantage Threats: elements in the environment that could cause trouble for the business or project.

Online marketing: Online marketing uses the Internet to deliver promotional marketing message to customers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising and mobile advertising. Viral marketing: Viral marketing, Viral advertising or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies to produce increase in brand awareness or to achieve other marketing objectives.

International Marketing: International marketing involves recognizing that people all over the world have different needs. Companies like Gillette, Coca-Cola, BIC and Cadbury Schweppes have brands that are organised across the globe. Organizations also have to consider different languages, customs and health and safety regulations. Rural Marketing: rural marketing is defined as any marketing activity in which the one dominant participant is from a rural areas. This implies that rural marketing consist of marketing of inputs to the rural as well as marketing of outputs from the rural markets to other geographical areas.

ADVERTISING
The term Advertising originated from the Latin word advertiser which means to turn the mind towards. Whenever the advertiser advertises his brand, he tries to turn the mind of the consumer towards his brand, from the various competing brands. The American Marketing Association defines that, Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

BRANDING
The American Marketing Association defines a brand as a name, term, sign, symbol or design or a combination of them intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting target market to choose over the competition but it is about getting prospects to see as the only one that provides a solution to their problem.