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7/26/2019 JAIIB PPT DOWNLOADED FROM IIBF
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MARKETING
byNeha Gupta
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MARKETING CONCEPT
Market
A situation where buyers and sellers of acoodity interact!
Coin" to"ether of buyers and sellers of
the sae or siilar coodities
T#PE$ O% MARKET
Geo"ra&hical AreaProduct
Nature of Transaction
'olue of Transaction
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MARKETING
Marketin" is the &rocess of deterinin"
consuer deand for a &roduct or ser(ice)
oti(atin" its sale and distributin" it into
ultiate consu&tion at a &rofit
A ana"eent functionA *usiness Philoso&hy
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E'O+,TION O% MO-ERN MARKETING
Industrial re(olution
-i"ital re(olution
*arter $yste
Custoer and arket dri(en
.ants of custoers
CRM
Custoer $atisfactionNothin" is worthwhile unless it
touches the custoer
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MARKETING '$ $E++ING
MARKETING MANAGEMENT
A &rocess of &lannin" and e/ecutin" theconce&tion) &ricin" ) &rootion and distribution of
"oods and ser(ices and ides to create
e/chan"es with tar"et "rou&s that satisfy
custoer and or"ani0ational ob1ecti(es!
%,NCTION$ O% MARKETING MANAGEMENT
Analysis
Plannin"
I&leentation
Control
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IMPORTANCE O% MARKETING %OR
IN-IAN *ANK$
2The rele(ance of a""ressi(e arketin"
in banks has coe to the fore as ne(er
before2 3 M N Goi&oria!
C4ARACTERI$TIC$ O% $ER'ICE$
Intan"ibility Inse&arability
4etero"eneity
Perishability
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$ER'ICE
A ser(ice is any act or &erforance that
one &arty can offer to another that is
essentially intan"ible and does not resultin the ownershi& of anythin"! It5s
&roduction ay or ay not be tied to
&hysical &roduct!
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S.No.S.No. Physical GoodsPhysical Goods ServicesServices
6!6! Tan"ibleTan"ible Intan"ibleIntan"ible
7!7! 4oo"eneous4oo"eneous 4etero"eneous4etero"eneous8!8! Product and distributionProduct and distribution
se&arated frose&arated froconsu&tionconsu&tion
Production) distributionProduction) distributionand consu&tion reand consu&tion resiultaneous &rocesssiultaneous &rocess
9!9! A thin"A thin" An acti(ityAn acti(ity
:!:! Core (alue &roduced inCore (alue &roduced infactoryfactory
Core (alue &roduced inCore (alue &roduced inbuyer3seller interactionbuyer3seller interaction
;!;! Custoers do notCustoers do not&artici&ate in the&artici&ate in the&roduction &rocess&roduction &rocess
Custoers &artici&ate inCustoers &artici&ate in&roduction&roduction
=!=! Transfer of ownershi&Transfer of ownershi& No transfer of ownershi&No transfer of ownershi&
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MAREKTING O% %INANCIA+ $ER'ICE$
Intan"ibility) inse&arability and hetero"eneity areanifested at both strate"ic and tactible le(els in
ser(ices arketin"!
Marketin" strate"y &ro(ides the or"anisation with
a sustainable co&etiti(e ad(anta"e in the
arkets it o&erates!
Or"ani0ation should understand consuer needs
and identifies how those consuers should be"rou&ed into different arket se"ents!
Product attributes) &ricin" decisions) ethods of
distribution and counication should all seek to
reflect the chosen &osition!
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*ANK MARKETING
Pro(ides ser(ices
Aied to satisfy custoer5s needs and
wants
Needs and wants ay be non financial in
natureCo&etiti(e eleent) efficiency and
effecti(eness
Or"ani0ational ob1ecti(es are still thedri(in" force
Coercial ob1ecti(e to ake &rofit
$ocial Ob1ecti(es
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Essentials for a *anks $uccess
Cannot e/ist without custoerCreate) win and kee& custoers
Or"ani0ational desi"n should be
oriented to the custoer-eli(er total satisfaction to the
custoer
Custoer satisfaction is affected bythe &erforance of all the &ersonnel of
the bank!
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MARKETING MI>Key conce&t in the odern arketin"
Considered to be core of arketin"
It is the set of tools that the fir uses to
&ursue its arketin" ob1ecti(es in the tar"et
arket
-ecisions ust be ade for both the
distribution channels and the finalconsuers
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Marketing Lessons
Product
Price
Place
Promotion
Consumer
Cost
Convenience
Communication
OLD New
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.inin" co&anies are those that can
eet custoer needs econoically and
con(eniently and with effecti(e
counication
$er(ices Marketin" Mi/ ?
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PRO-,CT
A &roduct is anythin" that can be offered
to a arket for attention) ac@uisition) useor consu&tion that i"ht satisfy a want
or need
PRO-,CT PER$ONA+IT#
T4E CORE
T4E A$$OCIATE- %EAT,RE$T4E *RAN- NAME +OGO
T4E PACKAGE AN- +A*E+
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PRO-,CT +E'E+$
Core benefit) basic &roduct) e/&ected
&roduct) Au"ented &roduct and Potential
&roduct!
PRO-,CT CATEGOR#
-urability) tan"ibility and useProduct ite) Product +ine) Product i/
*ankin" &roduct
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PRO-,CT P+ANNING
The &rocess of &roduct &lannin" consistsof deterinin" the strate"ies in res&ect of
(arious eleents! Product +ine) Product
Mi/) *randin") Packa"in" and New
&roduct de(elo&ent!
PRO-,CT +I%E C#C+E
Introduction) Growth) Maturity) -eclineThe &roduct +ife cycle o&erates at three
le(els &roduct le(el) &roduct sub cate"ory)
brand le(el!
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.EAKNE$$ O% P+C CONCEPT,ndefined conce&t
No unifor sha&e
,n&redictable turnin" &oints
,nclear i&lications
PRO-,CT $TRATEGIE$
$trate"ies based on Product Mi/$trate"ies based on Product +ife Cycle
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PRO-,CT MO-I%ICATIONBuality I&ro(eent
%eature I&ro(eent
$tyle I&ro(eent
PRO-,CT E+IMINATION
GRO.T4 $TRATEGIE$
Intensi(e
Inte"rated-i(ersification
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NE. PRO-,CT -E'E+OPMENT
Idea $creenin"
Conce&t Testin"Product -e(elo&ent
Test Marketin"
Coercial +aunch-I'ER$I%ICATION
Concentric -i(ersification ? technolo"icallyrelated but the tar"et custoers are entirely different
4ori0ontal -i(ersification 3 technolo"icallyunrelated but the tar"et custoers are sae
Con"loerate -i(ersification ? no relationshi&with the e/istin" &roduct
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*RAN-ING
+ine E/tension
*rand E/tensionMulti brands
New *rands
PACKAGING
Priary Packa"e$econdary Packa"e
$hi&&in" Packa"e
+A*E++ING
Identify the &roduct or brand-escribin" inforation
Prootin" the &roduct throu"h attracti(e
"ra&hics
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PRICING
Price is the su (alue of all the (aluesthat consuers e/chan"e for the benefits
or ha(in" or usin" the &roduct or ser(ice
-ifferent fors 3 Goods bou"ht) hirechar"es) tuition fees
-ynaic Pricin" 3 'aryin" &rices
%le/ibility
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O*DECTI'E O% PRICING
Profit
$ur(i(alMarket $hare
Cash %low
$tatus Buo
Product Buality
Counicatin" Ia"e
$hort ter+on" ter
%ACTOR$ IN%+,ENCING PRICINGThe Custoers -eand $chedule
The Cost %unction and
Co&etitors Prices
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PRICING MET4O-$
Mark u& Pricin"'ariable costs and contribution for fi/ed costs
Absor&tion cost Pricin"ar"in for &rofit
Tar"et Return Pricin"
Return on the in(estentMar"inal cost Pricin"-irect (ariable costs are fully reali0ed
Only a &ortion of fi/ed costs ay reali0ed
Percei(ed 'alue Pricin"*uyer5s &erce&tion of (alue
'alue Pricin"Product with hi"h (alue at a fairly low &rice
Goin" Rate Pricin"
*ased on co&etitor5s &rices
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PRICING MET4O-$ FContd!!
Auction Ty&e Pricin" En"lish Auctions
One seller any buyer
-utch Auctions
$ealed *id Auctions
Grou& Pricin"!
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Pricing Strategies
Geographical pricingPrice discount and allowancesPsychological pricingPromotional pricing
Loss-leader pricingLoss is covered by sale of other items
Special event pricingCash rebates
Low-interest nancingLonger payment termsWarranties and service contractPsychological discounting
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Pricing Strategies (Contd!-iscriinatin" &ricin"
%irst de"reedifferent &rices to each custoer de&endin"u&on their intensity of deand
$econd de"ree
+ower &rices for buyers of a lar"er (olueThird de"ree
Custoer "rou&s? student) seniorciti0en
Product forIa"e &ricin"
Channel
+ocation
Tie
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Pricing Strategies (ontd.!
Product-mi" pricing
Product line pricing #developingproduct line
Captive-product pricing # mainproduct at lower price$ ancillary product at
higher price
%wo-part pricing # split into "ed andvariable component
&y-product pricing # by-productsobtained in production of other products
Product-bundling pricing'aret simming pricing
'aret-penetration pricing
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)istribution
)istribution channel'areting channels are sets
of independentorgani*ations involved inthe process of maing a
product or service availablefor use of consumption
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%unctions of distribution channelsMarket inforation
Prootion
Contact
Matchin"
Ne"otiation
Product inforation
Physical distribution%inancin"
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Channels typesChannel +$ Channel ,$ Channel $ Channel
/actor in0uencing channel sectionProduct characteristics
Perishable products
Consumer durables1ndustrial products'aret characteristicsCustomer characteristicsCompany resourcesCompetitionProduct lines
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Channels for baning products1ntangibility
1nseparability2ariabilityPerishability
Client relationship&ranches3ther channels
%ele-baning
4%'sComputeri*ationPlastic Cards2irtual branches and automated video bani
1ntermediaries in baning
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1ntermediaries in baningservices
)S4
4utomobile )ealers'erchant establishmentsPhysical distribution
%ransportation
Warehousing1nventory
%ass of physical distribution/orecasting
3rder processing1nventory management
StorageProtective pacaging
%ransportation
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Promotion5ole of promotion
Persuasion1nform5eminding
5einforcing
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Promotion mi"
AdvertisingPersonalselling
SalesPromotion
PublicRelations
DirectMarketing
&lended 'i" of Promotion %ools
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Prootion i/ strate"ies
H Push strate"y 3RetailerH Pull strate"y 3 Custoer
%actors influencin" &rootion i/
H Ty&es of &roductarketH *uyer5s readiness sta"eH P+C sta"e
Prootion i/ inte"ration
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Marketin" Inforation $yste FMI$%eatures of MI$
Master Plan
Coordination
%uture OrientationCo&uteri0ed En(ironent
Analyse Buantitati(e Inforation
Re"ular flow of Inforation
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%unctions of MI$Collectin" and asseblin" data
Processin" of data
Analysis of data
$tora"e of data
-iscriination of inforation
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Need of MI$
Co&le/ arketin" acti(ity
Knowled"e inforation e/&losion
Counication "a&Pro&t decision
Non3&rice co&etition
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Kinds of inforation neededH Inforation about arket forces
H Inforation about the bank5s arketbeha(iour
H Internal inforation
Co&onents of MI$H Internal arketin" inforationH Marketin" intelli"ence syste
H Marketin" research systeAd(anta"es of MI$
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? ueriesQ
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