EL-SHADDAI

MARKETING CONSULTANTS

GROUP D

Name of Student ID Number

Pamendra R. Bara 0302974

Jayshree Beedasy 0302762

Poonam Bekarma 0302630

Shama Johurdassing 0303015

Runa Laila Mohit 0302598

Anushka Jhoury 0302204

Pravesh Bissessur 0302430

MARKETING CONCEPT
 Marketing - important aspect in the
provision of long term understanding of
customers changing requirements.

 Providing a customer-centre approach

 Marketing concept - tool to identify and

satisfy needs and wants of customers

 Achieving full potential of each customer

relationship

 acquiring new customer

 enhancing the profitability of existing
customer
 extending the duration of customer
relationship.
MARKETING MIX
 Set of tools used together to create a
desired response among a group of
defined customers.

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION

MARKETING ENVIRONMENT

 Marketing environment - constantly

presenting new opportunities and
threats.

 Understand its importance &

continuously monitoring and adapting
to it.

 Trends shape the future, therefore, a

new product or marketing program is
likely to succeed if it is in line with
strong trends.

 Six major forces:

 Demographical
 Economical
 Natural
 Technological
 Political-legal
 Social-cultural

 Marketers must pay attention to their

interactions, because they lead to new
opportunities and threats
 Explosive Population growth
( Demographic )

More Resource Depletion and Pollution

( Natural )

Consumers to call for more Law

( Political-Legal)

New Technological Solutions and

Products
(Technological)

Affordable
( Economic )

Change attitudes and behaviour

(Social – Cultural)
 Demographic Trends
and Changes in Family Structure

 Most important macro-environmental

force the demographic trends.

 Demography is the study of human

populations in terms of size, density,
location, age, gender, race, family
structure (Single, Full Nest, Empty
Nest, Solitary etc).

 It is of major interest for marketers

because it involves people who make up
markets.

 A growing population means growing

human needs to satisfy, and depending
on their purchasing power, creates
market opportunities.
PRODUCT
 Deals with researching
consumer’s wants and designing
a good that satisfies those wants.

 Creation and modification

packaging, design and brand
names and extends to and after
sales service.

 Health conscious and any product

relating to health improvement
and increasing life expectancy is
welcome, thus presenting
opportunities in the market.
PRODUCT

 A traditional family consisting of a

husband, wife and children, being
health conscious would seek for a
product that would suit their needs and
wants. Emergence of non-traditional
household

 single-live alones, adult live together,

single-parent families, childless married
couples and empty nesters
 distinctive set of needs and buying habit.

 Therefore, the size, the quality and the

packaging of the product will depend
mostly on the wants and needs of the
emerging households and changing
family structure.

 When marketing a product, the demand

and characteristics of different age
groups should be considered.
PRICE

 Critical element of marketing decision and

actions determines product prices.

 Consumers are very concerned about the

value obtained in an exchange.

 Explosive population growth - does not

necessarily mean sufficient purchasing
power.

 Devising of a pricing strategy catering for

each and different groups.

 Young singles - few financial burdens - high

spenders on consumption products.

 Young marrieds with small children - heavy

purchasers of baby products and others, low
liquid assets.

 Empty nest households in the middle age

and older categories with no dependent
children- more disposable income than their
full nest counterparts with younger children.
PRICE

 Pricing should not be too cost-oriented -

important to adjust the basic price to
accommodate differences in different
groups of people and their purchasing
power.

 Pricing decisions should be buyer

oriented.

 Type of market - the elasticity of

demand will affect the pricing system.

 Since frozen deserts are based on

seasonal demand, different pricing
policy should be adopted to adapt to
the demand.
PLACE

 Marketers seek to make products available

in the proper quantities at the right time and
place.

 Distribution involves modes of

transportation, warehousing, inventory
controls, order processing and selection of
marketing channels, taking the product from
the producer to the consumer.

 The location where the population is

concentrated is important as distribution of
the products should be based on the
population density.

 Thus location makes a difference in goods

and services preferences.

 Movement of people to cold region will

reduce the demand of frozen desserts like
ice cream, compared to people living in the
coastal regions where the weather is rather
sunny and dry.

 Generally, people tend to purchase their

products at places which is relatively close
and convenient to them.
PLACE

 Emergence of hypermarkets has changed the

purchasing pattern of people, whereby the
products should be made available.

 Keeping track of the evolution of the age

cycle (students segment, working people
segment and retired segment) helps to
distribute the product at places accessible
and convenient to these segments like in
school canteens and concentrated working
places.

 Social status of people,- profitable to make

available the products at high standards
restaurants, Club house, etc.

 Leisure and entertainment centres have been

opened, inducing many youngsters to attend
such places for leisure.

 Changing Spending pattern of people -

Spend on consumption products and desserts
have become part of the dinner.

 Willing to spend on desserts - healthy,

accessible and storable.

 Constitute a market for home delivery.

PROMOTION

 Appropriate blending of personal selling,

advertising, public relations and sales
promotion for use in communicating with
and seeking to persuade potential
customers.

 Communications – different means

 Demographic trends - fragmentation of the

mass market into numerous micro-markets
differentiated by age, sex, ethnic
background, education, geography, lifestyle
and family structure.

 Each group has strong preferences and can

be reached through increasingly targeted
communication media and distribution
channels.

 Adopting new set of tools - beyond the

traditional mass media channels, new highly
targeted media, ranging from highly focused
specialty magazines and cable television
channels to CD catalogs and web coupons
promotions to airport kiosks should be used
instead.
PROPOSED ADJUSTMENTS IN
MARKETING PROGRAMME

PRODUCT

 Sizeable. The product should be made

available in accordance with the family
size.
 These customers will judge the product
by its features, quality and services mix.

 Consider the needs of the customer that

is, healthy desserts which, being the
basic product will satisfy the customer
and that, is the core benefit

 Expected product (actual product), a

set of attributes and conditions buyers
normally expect, ( for example,
packaging, size, profitability, storable
etc.).

 Augmented product - exceeds customer

expectations such as counseling
service, home delivery

 Product mix should be prepared to

further enhance customer relationship.
PRICE

 Market-Penetration Pricing

 To maximize market share,

 People’s sensitiveness towards low prices,

market-penetration pricing could be adopted.

 Setting of low price-

 attract new consumers
 enhance the existing one
 stimulating the market growth.
 discourages actual and potential competition.

 Price Skimming

 segment of the population which demand

such products, taking into account their
health status, the organization may set high
prices in relation to the high quality products
offered.

 In such market, the high price communicates

the image of the product and its importance
as a health food.

 Since the product has seasonal demand,

related to health conscious and other factors,
price can be varied to enhance the duration
of customer relationship.
PLACE

 Be made available at the

supermarket or hyper markets
which are highly visited

 With the possibility of giving

counseling and tasting facilities.

 Health institutions and other

related institutions for e.g clinics,
pharmacies, community health
centres.

 Such decisions will help target

the various segments of the
market.
PLACE

 Distribution Channel

Manufacturer Manufacturer

↓
↓
Agent

Retailer ↓

Retailer
↓
↓

Consumer Consumer
Promotion

 A promotional campaign should be built

around the health concerns, to convince
people of the importance of consuming low
calorie frozen desserts.

 A sufficient budget

 Promotional tools

 Advertising campaign –
 ‘specific message’ will help in giving a
perception to the public that such products
improve quality of life.

 By associating the name of the low calorie

frozen desserts with a particular health
institution will enhance this perception.

 Current trends in the use of IT -launch a

website to give information and also to
provide counseling through electronic mail, -
encouraging people to purchase the products.
Promotion

 Sales promotion

 Prompt customers to increase the purchase of the

products.
 Frozen products offer the possibility of storages,
sales promotion would attract new “triers” and
increase re-purchase rates of occasional users and
may turn them in to loyal users.

 Cash discount and promotional pricing are

incentives for consumers to try the product.

 Direct marketing

 one of the fastest growing avenues for servicing

customers is another tool which the organization
should adopt in its current marketing.

 It encompasses the use of consumer direct

channel to reach and deliver goods to customers
without using marketing intermediaries.

 These channels include direct mail, catalogs,

telemarketing, mobile devices among others.
Direct Marketing helps to build a long term
relationship with customers.

 Sending information materials, coupons, birthday

cards to select customers, will strengthen such
relationship and in return increase sales.