Marketing Insightshttp://marketingstr.blogspot.in/2014/03/what-does-color-of-your-logo-say-about.htmlFor everything from color scheme to change of logos of major companies.For two products that are different and cater to diff markets are called----these are apple and oranges and can not be compared as cater to diff markets. Scorpio and duster ET.

SEO-- http://www.techmagnate.com/blog/why-cant-seo-die-after-all-the-death-penalties/ http://www.techmagnate.com/free-website-assessment.html?utm_source=tmblog&utm_medium=blogposts&utm_term=seo%20blog&utm_content=seo%20blog%20posts&utm_campaign=Free%20Website%20Assessmentresearch online purchase offline (ROPO)https://alpha.sonyapps.in/alphastories/mothers-hands?referer=https%3A%2F%2Fwww.facebook.com%2F videos and storiesthe lexicon describing male shopping has been lately enriched with newly minted acronyms..bain & co. calls the spender as HENRY FOR HIGH EARNER , NOT RICH YET.HSBC DEVISED YUMMY (YOUNG URBAN MALE).ET MAY 2 PAFE 6, CALL THEM

Rural Mark Book---Individualized joint families.families stay in same house but have separate kitchens..

The daily earning rate has improved leading to diamond structure from the pyramid structure.

Amazing info on share of wallethttp://epaperbeta.timesofindia.com/Article.aspx?eid=31816&articlexml=Share-of-Wallet-28052014152040#sexy+exciting=sexciting reebok

the markets which are untapped but have potential are called virgin marketpenetration of air conditioners and computers is negligible in small towns hence they can be treated as virgin markets for durable companiesrepatriated moneymoney sent by members of family to home town from their high towns earningsE &Y Divided india into 3 sectionsSix metrosKUT Key urban towns 22 citiesROUI rest of urban indiaMICE meetings incentives conferences exhibitionsNirma, Ghari are providing core benefits with no frills attached at low price than established competetors like ariel tideA company shd aim at providing 75% of performance at 50% of cost to create a definite impact in rural consumers mindsetSTEM Students: Science Technology Engineering MathematicsUse these images in ppt http://www.scoopwhoop.com/inothernews/delhi-cartoons/smackRule of 135, generally all growth rates of developed countries is 1% Developing 5% Global average 3%Your advertizing budget is inversely proportional to your marketing IQ. Ex of redbull, watsapp etcProctor & Gamble Rule: Unless and until the product development team come up with a great product, the marketing team may not make it succeed entirely no matter how marketing muscular p& G is

For analytics: http://www.afaqs.com/all/news/case_studies/reports/325/FLASH/index.htmlhttp://keywordtool.io/http://www.reddit.com/buzzsumoA better ad would incorporate the keyword in the text of the ad, preferably as the headline and/or the Display URL. Some of the keywords might appear in the Description linesAdWords The brand name for Googles advertising platform. There is no such thing as an AdWord. Clickthrough rate (CTR) The number of clicks on an ad divided by the number of times the ad is displayed (impressions), expressed as a percentage. Conversion When a click on an ad results in a desirable behavior, like an online purchase. Impression The appearance of an ad on a search results page, whether someone clicks on it or not. Keyword A word or phrase that can trigger an ad on a search engine results page. A keyword is not an AdWord. Search engine results page (SERP) The page presented to a searcher after typing a search query into a search engine. Search query The word or phrase a searcher types into a search engine.

Radical MarkP&G Model of Mark

Enterpreneurial MarFormulated MarInterpreneurial MarMetaMarketA cluster of comp products In minds of customer but in diverse industries. Cars, car mag, fin, nsurance repair etcRelationship Marketing ka outcome is BUILDING OF A COMPANY ASSET called a marketing network. A marketing network consists of the company andits supporting stakeholders (customers, employees, suppliers, distributors, university scientists,and others) with whom it has built mutually profitable business relationships.Increasingly, competition is not between companies but rather between marketingnetworks, with the profits going to the company that has the better network.Mark Channels:CommunicationDistSellingdist+fin services and transactions

Brand competition: A company sees its competitors as other companies that offer similarproducts and services to the same customers at similar prices. Volkswagen mightsee its major competitors as Toyota, Honda, and other manufacturers of mediumpriceautomobiles, rather than Mercedes or Hyundai.2. Industry competition: A company sees its competitors as all companies that make thesame product or class of products. Thus, Volkswagen would be competing against allother car manufacturers.3. Form competition: A company sees its competitors as all companies that manufactureproducts that supply the same service. Volkswagen would see itself competing againstmanufacturers of all vehicles, such as motorcycles, bicycles, and trucks.4. Generic competition: A company sees its competitors as all companies that compete forthe same consumer dollars. Volkswagen would see itself competing with companiesthat sell major consumer durables, foreign vacations, and new homes.Causerelated marketingBCG MatricMrkt share on x axis wrt to biggest comp-------?/Growth rate on y axis

General Electric (GE)pioneered. In this model, each business is rated in terms of two major dimensionsmarket attractiveness and business strength. These two factors make excellent marketingsense for rating a business.BRANDAID: A flexible marketing-mix model focused on consumer packaged goods whose elements are a manufacturer, competitors, retailers, consumers, and the gen- eral environment. The model contains submodels for advertising, pricing, and com- petition. The model is calibrated with a creative blending of judgment, historical analysis, tracking, field experimentation, and adaptive control.24 CALLPLAN: A model to help salespeople determine the number of calls to make per period to each prospect and current client. The model takes into account travel time as well as selling time. The model was tested at United Airlines with an ex- perimental group that managed to increase its sales over a matched control group by 8 percentage points.25 DETAILER: A model to help salespeople determine which customers to call on and which products to represent on each call. This model was largely developed for pharmaceutical detail people calling on physicians where they could represent no more than three products on a call. In two applications, the model yielded strong profit improvements.26 GEOLINE: A model for designing sales and service territories that satisfies three prin- ciples: the territories equalize sales workloads; each territory consists of adjacent areas; and the territories are compact. Several successful applications were re- ported.27 MEDIAC: A model to help an advertiser buy media for a year. The media planning model includes market-segment delineation, sales potential estimation, diminish- ing marginal returns, forgetting, timing issues, and competitor media schedules.28Some models now claim to duplicate the way expert marketers normally make their decisions. Some recent expert system models include:PROMOTER evaluates sales promotions by determining baseline sales (what sales would have been without promotion) and measuring the increase over baseline as- sociated with the promotion.29 ADCAD recommends the type of ad (humorous, slice of life, and so on) to use given the marketing goals, product characteristics, target market, and competitive situation.30

Multiple-Factor Index Method.brand development index (BDI), which is the index of brand sales to category sales.Companies commonly use a three-stage procedure to prepare a sales forecast. They prepare a macroeconomic forecast first, followed by an industry forecast, followed by a company sales forecast. The macroeconomic forecast calls for projecting inflation, unemployment, interest rates, consumer spending, business investment, government expenditures, net exports, and other variables. The end result is a forecast of gross na- tional product, which is then used, along with other environmental indicators, to forecast industry sales. The company derives its sales forecast by assuming that it will win a certain market share.

Companies are abandoningthe shotgun approach that aimed at a mythical average consumer and areincreasingly designing their products and marketing programs for specific micromarkets.

Views of others: Some observers have pointed to a countermovement from a mesociety to a we society. People are concerned about the homeless, crime andvictims, and other social problems. They would like to live in a more humanesociety. At the same time, people are seeking out their own kind and avoidingstrangers. People hunger for serious and long-lasting relationships with a fewothers.Market EntryWhen First, Parallel, Late entryWhereWhomHowAdoption ProcessInnovators, Early Adopters, Early Majority, Late Majority, Laggardsidea generation,screening, concept development and testing, marketing strategy development,business analysis, product development, market testing, and commercialization.d influence wielded by children and teens.8 Children age 4 to 12 spend an estimated$24.4 billion annuallythree times the value of the ready-to-eat cereal market.Indirect influence means that parents know the brands, product choices, and preferencesof their children without hints or outright requests; direct influence refers tochildrens hints, requests, and demands.Because the fastest route to Mom and Dads wallets may be through Junior, manysuccessful companies are showing off their products to childrenand soliciting marketinginformation from themover the Internet. T

psychological life-cycle stages. A lifestyle is the persons pattern of living in the world as expressedin activities, interests, and opinions.Psychographics is the science of measuring and categorizing consumer lifestyles.One of the most popular classifications based on psychographic measurements is SRIInternationals Values and Lifestyles (VALS) framework.

Actualizers: Successful, sophisticated, active, take-charge people whose purchasesoften reflect cultivated tastes for relatively upscale, niche-oriented products. Fulfilleds: Mature, satisfied, comfortable, and reflective people who favor durability,functionality, and value in products. Achievers: Successful, career- and work-oriented consumers who favor established,prestige products that demonstrate success. Experiencers: Young, vital, enthusiastic, impulsive, and rebellious people who spendmuch of their income on clothing, fast food, music, movies, and video. Believers: Conservative, conventional, and traditional people who favor familiarproducts and established brands. Strivers: Uncertain, insecure, approval-seeking, resource constrained consumers whofavor stylish products that emulate the purchases of wealthier people. Makers: Practical, self-sufficient, traditional, and family-oriented people who favorproducts with a practical or functional purpose, such as tools and fishingequipment. Strugglers: Elderly, resigned, passive, concerned, and resource-constrainedconsumers who are cautious and loyal to favorite bran

Three types of buying situations are the straight rebuy, the modified rebuy, andthe new taskTo influence the buying center, marketers must be aware of environmental, organizational,interpersonal, individual, and cultural factors. The buying process consistsof eight stages called buyphases: (1) problem recognition, (2) general need description,(3) product specification, (4) supplier search, (5) proposal solicitation, (6) supplierselection, (7) order-routine specification, and (8) performance review.

a company can differentiate its marketoffering along five dimensions: product, services, personnel, channel, and image

A company has five choices when it comes to brand strategy. The company can introduceline extensions (existing brand name extended to new sizes or flavors in the existingproduct category), brand extensions (brand names extended to new-product categories),multibrands (new brand names introduced in the same product category), newbrands (new brand name for a new category product), and co-brands (brands bearingtwo or more well-known brand names).

PricingMark Up PricingTarget Return PricingValue PricingPerceived PricingGoing Rate pricingSealed Bid PricingOdd Pricing 99

Promotional Pricing TechniquesTechnique Description ExampleLoss-leader pricingSpecial-event pricingCash rebatesLow-interestfinancingLonger paymenttermsWarranties andservice contractsPsychologicaldiscounting

The service mix includes both presale servicesNotes 213(such as facilitating services and value-augmenting services) and postsale services (customerservice departments, repair and maintenance services)

After a firm has examined its customers desired service outputs and has set channelobjectives, the next step is to identify channel alternatives. These are described by(1) the types of available intermediaries, (2) the number of intermediaries needed,and (3) the terms and responsibilities of each channel member.

Types of IntermediariesIntermediaries known as merchantssuch as wholesalers and retailersbuy, take titleto, and resell the merchandise. Agentsbrokers, manufacturers representatives andsales agentssearch for customers and may negotiate on the producers behalf but donot take title to the goods. Facilitatorstransportation companies, independent warehouses,banks, and advertising agenciesassist in the distribution process but neithertake title to goods nor negotiate purchases or sales.

Number of IntermediariesIn deciding how many intermediaries to use, successful companies use one of threestrategies: Exclusive distribution means severely limiting the number of intermediaries. Firmssuch as automakers use this approach when they want to maintain control over theservice level and service outputs offered by the resellers. Often it involves exclusivedealing arrangements, in which the resellers agree not to carry competing brands. Selective distribution involves the use of more than a few but less than all of theintermediaries who are willing to carry a particular product. In this way, theproducer avoids dissipating its efforts over too many outlets, and it gains adequatemarket coverage with more control and less cost than intensive distribution. Nike,for example, sells its athletic shoes and apparel through seven types of outlets:(1) specialized sports stores, which carry a special line of athletic shoes; (2) generalsporting goods stores, which carry a broad range of styles; (3) department stores,which carry only the newest styles; (4) mass-merchandise stores, which focus ondiscounted styles; (5) Niketown stores, which feature the complete line; (6) factoryoutlet stores, which stock mostly seconds and closeouts, and (7) the popular FogdogSports site (www.fogdog.com), its exclusive Web retailer.9 Intensive distribution consists of the manufacturer placing the goods or services in asmany outlets as possible. This strategy is generally used for items such as tobaccoproducts, soap, snack foods, and gum, products for which the consumer requires agreat deal of location convenience.

Terms and Responsibilities of Channel MembersThe producer must also determine the rights and responsibilities of participatingmembers when considering channel alternatives. From an ethical perspective, eachchannel member must be treated respectfully and given the opportunity to be profitable.10Other key rights and responsibilities include: Price policy. The producer establishes a price list and a schedule of discounts andallowances that intermediaries see as equitable and sufficient. Conditions of sale. The producer sets payment terms and guarantees for each sale.Most producers grant cash discounts to distributors for early payment; they may alsooffer guarantees against defective merchandise or price declines. Territorial rights. The producer defines the distributors territories and the termsunder which it will enfranchise other distributors. Distributors normally expect toreceive full credit for all sales in their territory, whether or not they did theselling. Mutual services and responsibilities. The producer must carefully lay out each partysduties, especially in franchised and exclusive-agency channels. McDonalds providesfranchisees with a building, promotional support, a record-keeping system, training,and technical assistance. In turn, its franchisees are expected to satisfy companystandards regarding physical facilities, cooperate with new promotional programs,and buy supplies from specified vendors.

t. There are three types of VMS (Vertical Marketing System): corporate, administered, and contractual. A corporate VMS combines successive stages of production and distribution undersingle ownership. Vertical integration is favored by companies that desire a highlevel of control over their channels. For example, Sears obtains over 50 percent ofthe goods it sells from companies that it partly or wholly owns; Sherwin-Williamsmakes paint but also owns and operates 2,000 retail outlets. An administered VMS coordinates successive stages of production and distributionthrough the size and power of one of the members. Manufacturers of a dominantbrand are able to secure strong trade cooperation and support from resellers. ThusKodak, Gillette, Procter & Gamble, and Campbell Soup are able to command highlevels of cooperation from their resellers in connection with displays, shelf space,promotions, and price policies. A contractual VMS consists of independent firms at different levels of production anddistribution integrating their programs on a contractual basis to obtain moreeconomies or sales impact than they could achieve alone. Johnston and Lawrencecall them value-adding partnerships (VAPs

Horizontal Marketing SystemsAnother channel development is the horizontal marketing system, in which two or moreunrelated companies put together resources or programs to exploit an emerging marketingopportunity. Each company lacks the capital, know-how, production, or marketingresources to venture alone, or it is afraid of the risk. The companies might workwith each other on a temporary or permanent basis or create a joint venture company.Adler calls this symbiotic marketing.16

Vertical channel conflict is currently raging in consumer packaged goods, wherepower has shifted from producers to retailers. Even as manufacturers continue topump out thousands of new products, retailers seeking maximum productivity fromtheir limited shelf space are able to collect slotting fees from manufacturers for stockingnew products, display fees to cover space costs, fines for late deliveries and incompleteorders, and exit fees to cover the cost of returning goods to producers. Trying to regainpower from retailers, manufacturers are expanding into alternative channels, puttingmore emphasis on market-leading brands, and developing stronger links with importantretailers through value-added distribution systems and programs that benefit allmembers of the channel.

Cooptation. Cooptation is an effort by one organization to win the support of theleaders of another organization by including them in advisory councils, boards ofdirectors, trade associations, and the like. As long as the initiating organization treatsthe leaders seriously and listens to their opinions, cooptation can reduce conflict.

Market Demassification SS