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Segmentation,Targeting,positioning
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STP- THE RURAL CONSUMERS WAY…………
Traditionalists- These are conservative rural consumers who rely on conventional channels to make their purchase decisions. Necessity drives most of their purchase decisions and they opt for the cheapest offerings available. They have lower literacy levels compared to other consumer segments, are cautious spenders and lead difficult lives.
Steady Climbers- They aspire for a better and comfortable lifestyle. They are conscious about their social standing and strive to improve this by buying branded products and offerings.
Young Enthusiasts- These are rural consumers aged 18-28 years - use technology extensively and buy branded products to enhance their social image. They want to emulate their urban counterparts and for them a brand's image speaks volumes about their social standing among their peers.
Village Elites- They boast of high education and awareness levels. They demand the best in product quality, features and aesthetics. They aren't exactly brand loyalists.
CONSUMER PRODUCTS AND INDUSTRIAL PRODUCTS
Consumer Products- These are products and services bought by final consumers for personal consumption Convenience Products- are consumer products and
services that customers usually buy frequently, as soon as they feel the need for them and with a minimum of comparison and buying effort staples, impulse goods, emergency goods
Shopping Products- are less frequently purchased consumer products and services that consumers compare carefully on suitability, quality, price and style. Here consumers spend much time and effort in gathering information and making comparisons
Specialty Products- are consumer products and services with unique features and brand identification for which a significant group of buyers are willing to make a special purchase effort. They are more expensive than convenience products and are not purchased so frequently
Unsought Products- are consumer products that the consumer either does not know or knows but does not normally think of buying
Industrial Products- A product bought by individuals and organizations for further processing or for use in conducting a business like Materials and parts, Capital items, supplies etc
MARKETING CONCEPTS
The Production Concept The Product Concept The Selling Concept The Marketing Concept The Holistic Marketing Concept
HOLISTICMARKETIN
G
Performance
Marketing
Internal Marketing
Integrated Marketing
Relationship
Marketing
Holistic Marketing Concept
Financial Accountability Marketers are asked to justify their
investments to senior management in financial and profitability terms, as well as in terms of building the brand and growing the customer base. As a consequence, they are employing a broader variety of financial measures to assess the direct and indirect value their marketing efforts create. They are also recognizing that much of their firm’s market value comes from intangible assets, particularly their brands, customer base, employees, distributor and supplier relations etc
Performance Marketing
SOCIAL RESPONSIBILITY MARKETING
The Societal Marketing Concept- “Organization’s task is to determine the
needs, wants and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well being”
i-shakti Project – HUL Fair & Lovely foundation of HUL e-Choupal- ITC Bharti Enterprises (Bharti foundation- Satya
bharti schools) for providing free education to underprivileged
‘Jaago grahak Jaago’ Aurobindo Chaudhuri Memorial (GIDF)
Great Indian Dream Foundation
VEDANTA RURAL HEALTH CENTRE
VEDANTA EYE CAMP
VEDANTA MOBILE HEALTH VAN
INTERNAL MARKETING
Hilti India “Our Culture Journey” Cash Tech Solutions “star of the
month Awards” Google – Nooglers Infosys - Voice of Youth
PRODUCT PRICE
PLACE PROMOTION
Marketing Mix (4Ps)
Integrated Marketing (Marketing Mix- McCarthy)
Marketing Mix
Product Price Place Promotion
Product variety List price Channels AdvertisingQuality Discounts Coverage Sales promotion Design Allowances Locations Public relationsFeatures Payment period Inventory& transport Direct marketingBrand name credit terms Personal selling PackagingSizes & servicesWarranties & returns
SERVICE Berry and Parasuraman “ A service is an
intangible product involving a deed, a performance, or an effort that cannot be physically possessed”
Christian Gronroos “A service is an activity or series of activities of more or less intangible nature that normally, not necessarily, takes place in interactions between the customer and service employees and/or physical resources or goods and/or system of the service provider, which are provided as solutions to customer problems.”
Prof. Brian Engelland "Any act or performance offered that is essentially intangible and does not result in ownership of any thing" -
DISTINCTIVE CHARACTERISTICS OF SERVICES Intangibility Inseparability Variability Perishability Customer Participation No Ownership
Product
Price
Place
Promotion
CUSTOMER SOLUTION
CUSTOMER COST
CONVENIENCE
COMMUNICATION
Robert Lauterborn – “Winning companies will be those that can meet customer needs economically and conveniently and with effective communication”
Four Ps Four Cs
7Ps
Product
Price
Place Promotion
People
Process
Physical Environment/Evidence
Product = CUSTOMER SOLUTION
Price = CUSTOMER COST
Place = CONVENIENCE
Promotion = COMMUNICATION
People = CARING
Processes = CO-ORDINATED
Physical Evidence = CONFIRMATION
THE 7 CsTHE 7 Ps
MARKETING COMMUNICATIONS
“Marketing communications are the means
by which firms attempt to inform, persuade & remind consumers directly or indirectly about the products and brands they sell”
MARKETING COMMUNICATIONS MIX (PROMOTIONS MIX)
4P’S
Product Place Promotion Price
DirectMarketing
SalesPromotion
Advertising PR / Publicity Personal
Selling
INTEGRATED MARKETING COMMUNICATIONS
“ A management concept that is designed to make all aspects of marketing communication work together as a unified force, rather than permitting each to work in isolation”
ADVERTISING OBJECTIVES
Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising
THE FIVE M’S OF ADVERTISING
Setting Advertising Objectives
Setting Advertising Objectives
Set the Advertising
Budget
Set the Advertising
Budget
Determine the Key
Advertising Messages
Determine the Key
Advertising Messages
Deciding which
Advertising Media to
Use
Deciding which
Advertising Media to
Use
Evaluating the Results
of Advertising Campaign
Evaluating the Results
of Advertising Campaign
Mission Money Message Media
Measurement
MESSAGE DESIGN-APPEAL Rational Appeals Emotional Appeals
Positive Emotional Appeals- Love, affection, joy, pride, humour, prestige, status etc
Negative Emotional Appeals- Fear (slice of death) ads, shame, guilt, embarrassment, rejection etc
Morale Appeals
A camera captures a muddy and dry tree root and moves on...
...to an old and rusted axe lying there. VO: "Life will always find a way... if you let it." At the tip of the axe a tiny shoot is growing.
‘Issued in public interest by vivid motions pictures’
EMOTIONAL APPEALS
Fair and Lovely- Beauty that empowers a woman to change her destiny
Tanishq- Jewellery that wants to make you marry HDFC- Sar uthake jiyo Tata Tea- Har subah sirf utha mat. Jaago Re Haywards Soda- Haywards hai to honsla buland
hai Tata Salt- Desh Ka Namak Mountain Dew- Kyonki darr ke aage jeet hai Raymond- The Complete Man
MEDIA PLANNING AND STRATEGY To whom do we advertise? (Target Audience) Where do we advertise? (Geographic Area) When do we advertise? (Scheduling) In which media should we advertise?
Media Class- It is the generally category of message delivery system for carrying the ad message to a selected audience such as print media, broadcast media or outdoor media etc
Media Vehicle- It is the specific message carrier within a medium such as Times of India, Zee etc
Media Reach- It is a measure of the number of different audience members or households exposed at least once to a media schedule within given period of time. Here reach is also called OTC (opportunity to see)
Media frequency- It is the average number of times that an individual or household is exposed to a message carrying media vehicle within the specified time period
Media Scheduling- It is concerned with timing the insertion of ads in the selected media vehicles
Media Impact
OUT OF HOME ADVERTISING Panels
Pole Kiosks
Public utility Wall painting
MOBITISEMENTS
