CUSTOMER

(KING OR EMPEROR)
Group-7
PRESENTED BY:
ABHISHEK SAKHUJA
PRAMIL KUMAR GUPTA
PRANAV PRASHANT
SNEHA VERMA
 MODERN MARKETING
CONCEPT
Customer focused
Customer driven
Customer centered
Customer satisfaction
Market driven
Exceed customer expectations
 BUT TODAY……..
Something beyond the delight
E-commerce and M-commerce
Desired product on real time
basis
More emphasis on satisfying
customers
 CUSTOMER
SATISFACTION
Customer’s perception of perceived
performance
of offering relative to experience
PERCEIVED PERFORMANCE

 BELOW expectations = DISSATISFIED CUSTOMER

 MEETS expectations = SATISFIED CUSTOMER
 EXCEEDS expectations = DELIGHTED CUSTOMER
 CUSTOMER
EXPECTATIONS
PREVIOUS
EXPERIENCE
PERSONAL
NEEDS

WORD OF
MOUTH
COMMUNICATION
CUSTOMER
EXPECTATION
OF SERVICE
IMPLICIT SERVICE
COMMUNICATIO
N

EXPLICIT SERVICE
COMMUNICATIO
N
 BRAND BUILDING AND
POSITIONING
Effective branding strategy
Optimizing the Media Mix
Right partner to support the promotion
strategy
Use of effective campaign management
technique
Target should be complete household
 TARGET COMPLETE
HOUSEHOLD
Target the entire market
Complete departmental store
FMCG brands
Teen-agers (next big customers)
WAL-MART'S
ENTRY INTO
INDIA
 WAL-MART: AT A GLANCE
World’s no. 1 retailer with more than 7,870
stores across the world.
World’s largest public corporation by
revenue.
Largest private employer in the world.
Fourth largest utility or commercial
employer.
Largest grocery retailer and toy seller in the
US.
 INDIAN RETAIL INDUSTRY
OPPORTUNITIES
5th largest industry in the world.
Ranked topmost in market
attractiveness by AT Kearney.
Expected growth rate: 40% in next 5
years
3% organized and 97% unorganized
market.
 WAL-MART SAYS
NAMASTEY INDIA
 Joint venture with BHARTI Enterprises
 First store was opened in Amritsar.
 Planning to expand in Tier-1 cities.
 STRATEGIES OF WAL-
MART
Information about how often the
BARCODE are purchased are relayed to
the manufactures from Wal-Mart
EDLP pricing
Weekly and daily reports and store visit.
Every store looks and operates
identically.
ECONOMIC GROWTH
YOUNG POPULATION
URBANIZATION
BRAND CONSCIOUSNESS

 LIMITED FDI
COMPETITION WITHIN INDUSTRY
OPPOSITION FROM POLITICAL PARTIES
LACK OF INFRASTRUCTURE FACILITIES
RISING REAL ESTATE COSTS
 IMPACT OF WAL-MART
IN INDIA
Increased job opportunities in retail industry.
Better supply chain management.
Technology and world class shopping
experience.
Helpful for farmers by direct purchasing.
Generation of a healthy competition through
its EDLP strategy.
WHAT DOES WAL-MART NEED?

ADVERTISEMENTS
NEED BASED
APPROACH
Ad APPEALS
 Ad APPROACH
Create consumer demand.
Build share of mind and share of heart.
Changes the perception and attitude
about a product or services.
Act as an emotional quotient.
Update the customer.
 CATEGORIES
Informative Advertising: To make
the people aware of product or service.

Persuasive Advertising: Intended to

persuade rather than to inform or
remind.
 BUYING MOTIVES AND
Ad APPEALS
BRAND AD MESSAGE NEED/MOTIVE APPEAL

AIRTEL A. R. Rehman music Excitement Music

DETTOL Kills all the germs Safety Health and Love

so feel free and
enjoy
APPLE Think Different Esteem Technology

BIG BAZAR Isse sasta aur achha Greed Economy

aur kahin nahi

TITAN RAGA Ek Khoobsurat Ego Style

Rishta
JAGUAR Too good to resist Comfort Quality
MASLOW’S HIERARCHY
 SELF-ACTUALIZATION
Also known as self fulfillment.
Comes through self-experience and
self exploitation.
Maximizes one’s potential and
fulfills one’s innate aspirations.
CULT BRAND
 WHAT IS CULT ?
A sect that is generally considered to be
extremist.
With its followers often living in an
unconventional manner under the guidance
of a charismatic leader.
Have Obsessive devotion to or veneration
for a person, principle, or thing.
 CULT BRANDS?
 Do not sell products or services, sell
lifestyles.
 Strong Spheres of influence which include
consumer purchasing decision.
 Fashionable and popular concept among
particular section.
 The ultimate level in brand loyalty which is
unshakable.
 CULT BRANDS
 Harley Davidson
 Apple
 Starbucks
 Harry porter
CAN INDIA HAVE
CULT BRANDS?
CONCLUSION
CUSTOMER IS NOT A KING
BUT HE IS

EMPEROR
THANK
YOU