MB0030 marketing management -MBA sem 2-sanjeev

8/7/2019 MB0030 marketing management -MBA sem 2-sanjeev

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MBA II SEM Marketing Management - MB0030 Set 1

NAME SANJEEV SAH

ROLL NO 540911466

MBA SEM 2SUBJECT CODE MB 0030 /SET 1

SUBJECT MARKETING MANAGEMENT

CENTER DUBAI

Q1. Explain the meaning of marketing and its importance in business?

AMA 2004 defines -Marketing is an organization function & a set of process for creating

,communicating & delivering value to customers & for managing customer relationships in ways that

benefit the organization & its stake holders. Marketing consists of all activities designed to create

exchanges which satisfy human or organizational needs or wants in a way that brings profit or growth

for the firm. Marketing performs the task of both identifying & satisfying customer needs. This helps

business enterprises in anticipating customer demand & creating satisfied customers through

conception, production, promotion & physical distribution of goods & services. Customer focus is the

very essence of marketing & the customer view point is taken into consideration while making

marketing decisions. Rapidly emerging forces of globalization have compelled firms to market beyond

the borders of their home country making International marketing highly significant and an integral part

of a firm's marketing strategy.[1]

Marketing managers are often responsible for influencing the level,

timing, and composition of customer demand accepted definition of the term. In part, this is because

the role of a marketing manager can vary significantly based on a business' size, corporate culture, and

industry context. For example, in a large consumer products company, the marketing manager may act

as the overall general manager of his or her assigned product[2]

To create an effective, cost-efficient

Marketing management strategy, firms must possess a detailed, objective understanding of their

own business and the market in which they operate.[3]

In analyzing these issues, the discipline of

marketing management often overlaps with the related discipline of strategic planning.

Core concept are needs & wants, demand, product & services, target market, marketing management

& value satisfaction. The delivery of goods & services from producers to their ultimate consumers or

users includes many different activities. Some of the most important functions are Marketing research &

information management , advertising & sales promotion, product planning & management, selling,

physical distribution & pricing. Marketing research function is concerned with gathering , analyzing &


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interpreting data in a systematic & scientific manner. The types of market information could be analysis

of market size & characteristics, consumer taste & preference changes in them from time to time,

channel of distribution communication & their effectiveness , economic, social, political & technological

environment & changes therein. A company can procure such information from specialized market

research agencies or by self. Advertising & sales promotion is a mass media tool used to inform

,persuade or remind customers about products or services. It is impersonal message targeted at a

chosen group through paid space or time.Product planning & management identifys needs & wants of

consumers ,develop suitable product /services & make them available. Selling is concerned with

transferring of products to the customer ,sales force management includes recruitment

,training,supervision,compensation& evaluation of salesman.Physical distribution are for order

processing,inventory management,warehousing & transportation.Pricing the factors for marketing to

consider is competition,company marketing policy & buying capacity of the target market.

Importance of marketing in business:

Marketing analysis was structured into three areas: Customer analysis, Company analysis, and

Competitor analysis (so-called "3Cs" analysis). More recently, it has become fashionable in some

marketing circles to divide these further into certain five "Cs": Customer analysis, Company analysis,

Collaborator analysis, Competitor analysis, and analysis of the industry Context.

Department analysis is to develop a schematic diagram for market segmentation, breaking down the

market into various constituent groups of customers, which are called customer segments or market

segmentations. Marketing managers work to develop detailed profiles of each segment, focusing on any

number of variables that may differ among the segments: demographic, psychographic, geographic,

behavioral, needs-benefit, and other factors may all be examined. Marketers also attempt to track these

segments' perceptions of the various products in the market using tools such as perceptual mapping.

The firm's collaborators may also be profiled, which may include various suppliers, distributors and

other channel partners, joint venture partners, and others. An analysis of complementary products may

also be performed if such products exist

Marketing management employs various tools from economics and competitive strategy to analyze the

industry context in which the firm operates. These include Porter's five forces, analysis of strategic

groups of competitors, value chain analysis and others. Depending on the industry, the regulatory

context may also be important to examine in detail.

In Competitor analysis, marketers build detailed profiles of each competitor in the market, focusing

specially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing

managers will examine each competitor's cost structure, sources of profits, resources and

competencies, competitive positioning and product differentiation, degree of vertical integration,

historical responses to industry developments, and other factors. Marketing management often finds it


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necessary to invest in research to collect the data required to perform accurate marketing analysis. As

such, they often conduct market research (alternately marketing research) to obtain this information.

Marketers employ a variety of techniques to conduct market research, but some of the more common

include:

Qualitative marketing research, such as focus groups

Quantitative marketing research, such as statistical surveys

Experimental techniques such as test markets

Observational techniques such as ethnographic (on-site) observation

Marketing managers may also design and oversee various environmental scanning and competitive

intelligence processes to help identify trends and inform the company's marketing analysis

Though marketing is tied to Sales it continues to be an expenditure that is hard to l ink to growth in sales.

Given the economic down turn many world economies or companies are facing... how would a function

like marketing justify itself as a necessary expenditure so it would not be cut... budget or as a

department. In a downturn, marketing becomes even more important to the company's bottom line,

making a profit. A marketing plan is key to establishing the dimensions of your market, where you fit

according to your product and identifying where a company should focus its marketing budget to

achieve the best overall results. In a downturn, marketing helps to identify new markets, target new

customers and determine the value of the product. If the product that is currently in production does

not have a substantial customer base of support, if sales are slipping and competition is securing your

former market share. Marketing helps to identify the need for a product revitalization or reinvention.

The firm's collaborators may also be profiled, which may include various suppliers, distributors andother channel partners, joint venture partners, and others. An analysis of complementary products may

also be performed if such products exist.

Marketing management employs various tools from economics and competitive strategy to analyze the

industry context in which the firm operates. These include Porter's five forces, analysis of strategic

groups of competitors, value chain analysis and others. Depending on the industry, the regulatory

context may also be important to examine in detail.

For a company in any business , marketing is considered to be most important activity. It helps an

organization to keep abreast of changes taking place in the market & consumer tastes & preferences

through market research. Marketing provides an effective channel of communication to the company

with its consumers by way of advertising & sales promotion. Marketing thus brings revenue & earns

goodwill for the company.

In business successful operation of marketing activities creates , maintains & increases the demand for

goods & services in the economy.This in turns increases the national income, which is beneficial to the

economy. Increase in marketing activities brings employment in large numbers.


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Q2.Explain the relevance of BCG matrix and GE matrix with examplesAns. This model is used to identify companys SBUs position in the market. This model identifies the

SBUs strengths weaknesses, opportunities and threats on the basis of market growth rate and relative

market share. This model is also known as growth share matrix. The origin of the Boston Matrix lies with

the Boston Consulting Group in the early 1970s. It was devised as a clear and simple method for helping

corporations decide which parts of their business they should allocate their available cash to. Today, this

is as important as ever because of the limited availability of credit.

However, the Boston Matrix is also a good tool for thinking about where to apply other finite resources:

people, time and equipment. Market share is the percentage of the total market that is being serviced

by your company, measured either in revenue terms or unit volume terms. The higher your market

share, the higher proportion of the market you control. The Boston Matrix assumes that if you enjoy a

high market share you will normally be making money (this assumption is based on the idea that you will

have been in the market long enough to have learned how to be profitable, and will be enjoying scale

economies that give you an advantage).

The question it asks is, "Should you be investing your resources into that product line just because it is

making you money?" The answer is, "not necessarily." This is where market growth comes into play.

Market growth is used as a measure of a market's attractiveness. Markets experiencing high growth are

ones where the total market is expanding, which should provide the opportunity for businesses to make

more money, even if their market share remains stable.

By contrast, competition in low growth markets is often bitter, and while you might have high market

share now, what will the situation look like in a few months or a few years? This makes low growth

markets less attractive

Axis components:

Market Growth rate: the rate at which market is growing.

Relative Market Share: market share of the SBU dived by the market share of the largest competitor.


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Model Components:

These groups are explained below:

Dogs:

Low Market Share / Low Market Growth. In these areas, SBUs market presence is weak, so it's going to

take a lot of hard work to get noticed. Also, you won't enjoy the scale economies of the larger players,

so it's going to be difficult to make a profit.

Cash Cows:

High Market Share / Low Market Growth Here, SBUs are well-established, so it's easy to get attention

and exploit new opportunities. However it's only worth expending a certain amount of effort, because

the market isn't growing and your opportunities are l imited. here we can say cash cow can be milked.

Stars:

High Market Share / High Market Growth Here SBUs are well-established, and growth is exciting! These

are fantastic opportunities, and you should work hard to realize them.

Question Marks (Problem Child)

Low Market Share / High Market Growth These are the opportunities no one knows what to do with.

They aren't generating much revenue right now because you don't have a large market share. But, they

are in high growth markets so the potential to make money is there. Here there are two choices, either

to invest heavily to bring it to star position or divest or liquidate from that position. Question Marks

might become Stars and eventual Cash Cows, but they could just as easily absorb effort with little

return. These opportunities need serious thought as to whether increased investment is warranted.

Key Points

The Boston Matrix is an effective tool for quickly assessing the options open to you, both on a corporate

and personal basis. With its easily understood classification into "Dogs", "Cash Cows", "Question Marks"

and "Stars", it helps you quickly and simply screen the opportunities open to you, and helps you think

about how you can make the most of them.

BCG matrix for Agthia beverage (Taken from GULF news business report on 23rd

July 2010)

Agthia group , a leading Abu Dhabi based food & beverage group reported net sales of Dh

477.4million compared to Dh 456 million in first half 2009 , a growth of 5% year on year .This result


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was driven by particular strong performance in the company water & juice division which achieved a

36% sales growth year on year.

SBU FMCG :

FMCG growth rate = 12% growth in 2009 (Food & beverage magazine 2010)

Agthia group =5% growth in 2009

Agthia SBU(water & juice division)= 36% sales growth in 2009.

Agthia market share = 6% (Water & juice division)

Leading competitor share Al Ain industries = 38%

Relative market share =0.157

BCG analysis: Relative market share is 0.157 Agthia water & juice SBU is in high growth & low relative

market share. ? Question mark position .Agthia can convert its SBU to star category if it decides to

invest heavily to gain higher market share then eventually to cash cow.

Limitations:

As any other marketing theories in the field, the BCG matrix model is not perfect either. There are

according problems of this theory. Some limitations concerning the particular use of BCG include:

1. Only two dimensions market share and product or service growth rate, are employed. These are the

first limitations.

2. How to define market and how to get data about market share are also problems.

3. High market shares dont always necessarily lead to profit at all times. It is not the only success factor.

4. Low share or niche businesses can be profitable too, which means in the real world some Dogs can be

more profitable than cash Cows.

5. The model cannot reflect the growth rates of the general market and market growth is not the only

indicator for market attractiveness.


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6. The model also neglects the effects of synergy between different business units.

The GE screen matrix is essentially a derivation of the Boston Consulting Groups Boston growth matrix.

It was developed by McKinsey and Co. for General Electric as it had been recognized that the Boston

Consulting Group matrix was not flexible enough to take broader issues into account .

Management can use the GE business matrix to classify SBU on the basis of two factors

a. Market attractiveness : Market size, entry barriers ,competitors,technology & profit margin .

b. Buisness position : Market share ,SBU size,R&D capabilities & cost controls.

Each cell in the model represented by particular strategy namely ,invest strategy,protect

strategy,harvest strategy & divest strategy.

Invest strategy:

a.Should receive ample resources

b. Should be supported by well financed marketing efforts

Protect strategy:

a. Allocate the resource selectively

b. Develop stragies which help in maintain its market position.

c. Generate cash needed by other SBU.

Harvest strategy:SBU should not receive substantial new resources & if required ,sell them

Divest strategy: SBU sell or shut as early as possible.

Market attractiveness Business position

HIGH MEDIUM LOW

INVEST INVEST PROTECT

INVEST PROTECT HARVEST

PROTECT HARVEST DIVEST

The GE matrix cross-references market attractiveness and business position using three criteria for each

high, medium and low. The market attractiveness considers variables relating to the market itself,


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including the rate of market growth, market size, potential barriers to entering the market, the number

and size of competitors, the actual profit margins currently enjoyed, and the technological implications

of involvement in the market. The business position criteria look at the businesss strengths and

weaknesses in a variety of fields. These include its position in relation to its competitors, and the

businesss ability to handle product research, development and ultimate production. It also considers

how well placed the management is to deploy these resources. The matrix differs in its complexity

compared with the Boston Consulting Group matrix. Superimposed on the basic diagram are a number

of circles. These circles are of variable size (see Figure 22). The size of each represents the size of each

market. Within each circle is a clearly defined segment which represents the businesss market share

within that market. The larger the circle, the larger the market, and the larger the segment, the larger

the market share.

Q3. What to do mean by MIS? Explain its benefits, types and components?

Ans. A management information system (MIS) is a system or process that provides information neededto manage organizations effectively . Management information systems are regarded to be a subset of

the overall internal controls procedures in a business, which cover the application of people,

documents, technologies, and procedures by management accountants to solve business problems such

as costing a product, service or a business-wide strategy. Management information systems are distinct

from regular information systems in that they are used to analyze other information systems applied in

operational activities in the organization.[2]

Academically, the term is commonly used to refer to the

group of information management methods tied to the automation or support of human decision

making, e.g. Decision Support Systems, Expert systems, and Executive information systems.[2]

MIS as

System: MIS is a system, which makes available the right information to the right person at the right

place, at the right time, in the right form & at the right cost.

At the start, in businesses and other organizations, internal reporting was made manually and only

periodically, as a by-product of the accounting system and with some additional statistic(s), and gave

limited and delayed information on management performance. Previously, data had to be separated

individually by the people as per the requirement and necessity of the organization. Later, data was

distinguished from information, and instead of the collection of mass of data, important, and to the

point data that is needed by the organization was stored. Early on, business computers were mostly

used for relatively simple operations such as tracking sales or payroll data, often without much detail.

Over time these applications became more complex and began to store increasing amounts of

information while also interlinking with previously separate information systems. As more and more

data was stored and linked man began to analyze this information into further detail, creating entire

management reports from the raw, stored data. The term "MIS" arose to describe these kinds of

applications, which were developed to provide managers with information about sales, inventories, and

other data that would help in managing the enterprise. Today, the term is used broadly in a number of

contexts and includes (but is not limited to): decision support systems, resource and people

management applications, ERP, SCM, CRM, project management and database retrieval application. An

'MIS' is a planned system of the collecting, processing, storing and disseminating data in the form of


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information needed to carry out the functions of management. In a way it is a documented report of the

activities that were planned and executed. According to Philip Kotler "A marketing information system

consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed,

timely, and accurate information to marketing decision makers."[3]

The terms MIS and information

system are often confused. Information systems include systems that are not intended for decision

making. The area of study called MIS is sometimes referred to, in a restrictive sense, as information

technology management. That area of study should not be confused with computer science. IT service

management is a practitioner-focused discipline. MIS has also some differences with Enterprise

Resource Planning (ERP) as ERP incorporates elements that are not necessarily focused on decision

support. Any successful MIS must support a businesses Five Year Plan or its equivalent. It must provide

for reports based up performance analysis in areas critical to that plan, with feedback loops that allow

for titivation of every aspect of the business, including recruitment and training regimens. In effect, MIS

must not only indicate how things are going, but why they are not going as well as planned where that is

the case. These reports would include performance relative to cost centers and projects that drive profit

or loss, and do so in such a way that indentifies individual accountability, and in virtual real-time.

Benefits

1. Improves personal efficiency

2. Expedites problem solving(speed up the progress of problems solving in an organization)

3. Facilitates interpersonal communication

4. Promotes learning or training

5. Increases organizational control

6. Generates new evidence in support of a decision

7. Creates a competitive advantage over competition


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8. Encourages exploration and discovery on the part of the decision maker

9. Reveals new approaches to thinking about the problem space

10. Helps automate the Managerial processes.

Decision Support Systems (DSS) are a specific class of computerized information systems that supports

business and organizational decision-making activities

Definition: Management Information Systems (MIS) is the term given to the discipline focused on the

integration of computer systems with the aims and objectives on an organisation. It does the following

function .

sub serves managerial function

collects stores , evaluates information systematically and routinely

supports planning and control decisions

Includes files , hardware , software , software and operations research models It Facilitates planning In

Minimizes information overload MIS Encourages Decentralization It brings Co ordination It makes

control easier MIS assembles, process , stores , Retrieves , evaluates and Disseminates the information

Types

Management information systems are those systems that allow managers to make decisions for the

successful operation of businesses. Management information systems consist of computer resources,

people, and procedures used in the modern business enterprise. The termMIS stands for management

information systems. MIS also refers to the organization that develops and maintains most or all of the

computer systems in the enterprise so that managers can make decisions. The goal of the MIS

organization is to deliver information systems to the various levels of corporate managers. MIS

professionals create and support the computer system throughout the company. Trained and educated

to work with corporate computer systems, these professionals are responsible in some way for nearly all

of the computers, from the largest mainframe to the desktop and portable PCs.

Management information systems can be used as a support to managers to provide a competitive

advantage. The system must support the goals of the organization. Most organizations are structured

along functional lines, and the typical systems are identified as follows:


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Accounting management information systems: All accounting reports are shared by all levels of

accounting managers.

Financial management information systems: The financial management information system provides

financial information to all financial managers within an organization including the chief financial officer.

The chief financial officer analyzes historical and current financial activity, projects future financialneeds, and monitors and controls the use of funds over time using the information developed by the

MIS department.

Manufacturing management information systems: More than any functional area, operations have

been impacted by great advances in technology. As a result, manufacturing operations have changed.

For instance, inventories are provided just in time so that great amounts of money are not spent for

warehousing huge inventories. In some instances, raw materials are even processed on railroad cars

waiting to be sent directly to the factory. Thus there is no need for warehousing.

Marketing management information systems: A marketing management information system supports

managerial activity in the area of product development, distribution, pricing decisions, promotional

effectiveness, and sales forecasting. More than any other functional area, marketing systems rely on

external sources of data. These sources include competition and customers, for example.

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Transforming Data Into Information

Data Inputs Information Outputs

Capture

Manipulation

Storage

Provision of Access

at User Location

ExternalData

InternalData

Information System

Query Response

Decision Outcome

Expert-System Advice

Transaction Document

Report

Organization

Environment


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Human resources management Information systems:

Human resources management information systems are concerned with activities related to workers,

managers, and other individuals employed by the organization. Because the personnel function relates

to all other areas in business, the human resources management information system plays a valuable

role in ensuring organizational success. Activities performed by the human resources managementinformation systems include, work-force analysis and planning, hiring, training, and job assignments.

Q4. Suppose you need to conduct a small marketing research in your

neighborhood regarding the purchase & use of toothpaste ,what will

be your approach in the process?

Ans : My approach will be to have knowledge & study about the following :

y Neighborhood needs

y Attitudes

y Buying behavior

y Marketing programs

y Demographic segmentation of age, sex, occupation, race, social class,

culture

y Psychographic segmentation consumer life style, attitudes, behavior,

personality

How To Identify A Target Market And Prepare A Customer Profile

Get the message to the people who need and want what I have to offer! We need tomake customer profile to better channel the marketing effort.

What You Should Know Before Getting Started

y Types Of Markets

Identifying Your Markety Step One: Identifying Why a Customer Would Want to Buy Your Product/Service


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y Step Two: Segment Your Overall Market

y Step Three: Research Your Market

Sample of a Customer Profile and Analysis

Choose the Segmented Target Market(s) You Will Send To

Checklist

Resources

y Targeting neighborhood market is simply defining who your primary customer willbe. The market should be measurable, sufficiently large and reachable.

y

Neighborhood Population who usetoothpaste

Market size

Area 1 200 adult/100 child 300






Market size:

In terms of population : total =1157 persons

Adult: 792

Child: 365

Considering one person uses 100 gm of toothpaste per month

then the toothpaste market is for 1157 toothpaste tubes of 100

gm per month .

Identifying Your Market :

y Step One: Identifying Why a Customer Would Want to Buy Your Product/Service


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Toothpaste has a stain-removing formula. The benefit to the customer, however, iswhiter teeth. People use pan & have stained teeth so they will prefer to use toothpaste,to have better oral hygiene.

Features: Benefits:

1.Remove stains from teeth 1. improves oral hygiene

2.Removes bad breadth 2. improves oral hygiene

3.Face looks brighter 3. improves self confidence

4.Easy to use & available 4. saves time & gives benefit

Step Two: Segment Your Overall Market

demographic characteristics of your market.

Consumer Market

Age

Income,Gender, Profession, Education, Family Size , Homeowner , MaritalStatus

Business Market

Geographic location : Neighborhood

Size of Company: small scale

Annual revenue:10 lacs

Number of Branches:1


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Number of Employees: 2

Industry:fmcg

Age of Company:one year

psychographic variables. Identify the characteristics of your target market.

Consumer market

Lifestyle: middle class

Fun-Seeking: no

Family Stage: Mixed

Trendy: conservative

Hobbies: tv,study

Status Seeking: yes

Sports Enthusiasts: yes

Conservative: yes


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Forms of Entertainment: Tv, playing cricket,gossip

Socially Responsible: yes

Publication

Environmentally Conscious: yes

Influencer : elder

Family Oriented: yes

Business Market

Business Style : Kiranawala ,one man shop

Management Style: ownership propriety

Behavioristic.

Products and services are purchased for a variety of reasons

Answer the following questions regarding your market.

Reason/occasion for purchase? To clean teeth


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Number of times they'll purchase? Monthly

Timetable of purchase, every week, month, quarter, etc.? Monthly

Amount of product/service purchased? 1157 toothpaste /month

How long to make a decision to purchase? Day ,first week after salary

Where customer purchases and/or uses product/service?

Take a moment to decide which segmentation criteria will be most helpful to you insegmenting your target market:

geographic _____Yes _____No

demographic _____Yes _____No

psychographic _____Yes _____No

behavioristic _____Yes _____No

Next, identify what is important to your customers and rank these on a scale of high,medium, low or not at all. Are they price sensitive? Are they looking for the highestquality? Is great customer service important? Or, is location a deciding factor?

High Medium Low Not At All

Price y

Quality y

Brand Name y

Variety of services y

Salespeople y

Customer Service y

Special Offers y

Promotional Campaign y

Packaging y


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Convenience of Use y

Convenience of Purchase y

Location y

Guarantees y

Store/Office Decor y

Payment Terms y

Other y

Step Three: Research Your Market

Some or all these reference tools can be found in the reference collection of any publiclibrary or college library that supports local business or a business school:

Sample Of A Customer Profile And Analysis

Customer Profile:use & purchase of the tooth paste

Gender:

48% Female 52% Male

Age:

30% 1-18 30% 18-40 20% 41-55 20% 56-& above

Income:

25% 30-40K 25% 40-50K 50% 50-75K

Marital Status:

70% Married 30% Single

Level Of Education:

60% Bachelor's degree 40% Master's degree

Occupations:

10% Health Care 20% Financial

30% Marketing/Advertising 40% Hi-Tech Fields


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Toothpaste use & purchase

70% Same toothpaste everytime 30% Try New

1. improves oral hygiene

2. improves oral hygiene

3. improves self confidence

4. saves time & gives benefit

Psychographic Summary: This segment closely associates oral hygiene with self-esteem.

Choose The Segmented Target Market(s) You Will Sell To [top]

After identifying and defining the possible segments within your target market, you mustface the critical question of whether it would be profitable and feasible for you to pursueeach identified segment, or choose one or two. To make this decision, you must answerthe following questions:

y What is the financial condition of my firm? If you have limited resources at thistime, you may want to direct your marketing efforts to only one segment. Aconcentrated advertising campaign to reach one market segment is likely to bemore effective than a diffuse campaign attempting to reach two.

y What segments are my competitors covering? Are they ignoring smallersegments that I can possibly exploit? The printing company previously mentionedmay decide to pursue small magazine publishers because there are manycompetitors currently serving the needs of larger publishers. Or, Career Optionsmay discover that since in their geographic location there are several firms thatspecialize in helping professionals in transition, they should specialize in therecent college graduate market.

y Is the market new to your firm? If so, it may be better for you to concentrate onone segment for now, and expand to others when your initial segment has been

successfully penetrated. Developing new markets takes a greater commitment oftime, money and energy.

Important Considerations:y If you pursue one segment of your target market and the demand for your

product decreases, so will your financial strength. In essence, you are putting allyour eggs in one basket.


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y When your firm becomes well established in a particular market segment, it maybe difficult for you to move to another segment. This may occur due to yourmarket reputation or popularity.

For example, if Career Options becomes known for helping college graduates

find jobs, unemployed professionals may perceive them as only having theexpertise to serve that market.

y After you have mastered one particular segment, you can then begin to developanother. Directing your firm's marketing efforts at more than one market segmentby developing a marketing mix for each specific segment is known as multi-segment strategy. An example of a product that was traditionally targeted atwomen and is now being targeted with variations in strategy at men is haircoloring.

The marketing mixes for multi-segment strategy may vary by product feature, price,promotional material and distribution methods. If product variations requires additionalwork, you may incur higher production costs. Additionally, different promotional plansand distribution efforts will result in higher marketing costs. Plan carefully, to make surethe costs don't outweigh the benefits.

Now Thinking about All The Characteristics You Have Identified And Start FormulatingThe Promotional Campaign That Will Best Address

This Specific Target Market. : 1157 toothpaste of 100gm /month

=if one toothpaste is Rs 40 then 1157x40= Rs 46280/month

Start To Formulate A Picture Or Description Of Your Ideal Customer.

y Ideal customer is one who brushes his teeth two times a day which is presentlyone time per day .This habit can be taught to the children who are 365 out of1157 .

y Growth is with targeting the children & educating them to the benefit of improvingoral hygiene.

y

How many brands are available : six

What kind of shops have stock of toothpaste : grocery

How people buy the toothpaste /fluoride/normal/salted/aquafresh/mouthfresh? Cash

Whether promotion improves sales: yes door to door campaign.


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conscience.

y The egoorthe control device thatmaintainsa balance betweenthe id & the superego. tismostsuperficial portionofthe id. tismodified by the influence ofthe outside world. tsprocessesare entirely conscious because itis concerned with the perceptionofthe outside

world.

The basic theme ofthe theory isthe beliefthata personis unable tosatisfy all hisneedswithinanindividual which have to be repressed.Such represented tensionisalwayssaidto existinthe subconscious & continuestoinfluence consumerbehavior.

4.The sociological model:

y Individual buyer is influenced by society orintimate groupsas well associal classes.Hisbuying decisionsare nottotally governed by utility ,he hasa desire to emulate ,follow &fit with hisimmediate environment.

5.The Nicosia model:

y These are systemmodel where the human beingisanalysed asasystem with stimulias

the inputtothe system & behaviorasthe outputofthe system.Francesco Nicosiaanexpertin consumermotivation & behaviorputforward hismodel ofbuyerbehaviorin

1966. The model triesto establish the linkage betweenafirm & its consumerhow theactivitiesofthe friminfluence the consumer& resultin his decisionto buy. The message

fromthe firmfirstinfluence the pre dispositionofthe consumertowardsthe product.Hedevelopsa certainattitude towardsthe product. fthese steps have a positive impacton

him,itmay resultina decisionto buy.Nicosiamodel group activitiesintofourbasic fields

y Field one hastwosub fields hastwosub fieldsthe firmsattribute & consumerattribute.Advertisingmessage fromthe firmreachesthe consumerattributes.Depending

onthe way the message isreceived by the consumera certainattribute may develop &this becomesthe inputforfield two.

y Field twoisthe areaofsearch & evaluationofthe advertised product & otheralternatives. fthis processresultsinamotivationto buy, it becomesthe inputforfieldthree.

y Field three consistsofthe actofpurchase.

y Field four consistsofthe use ofthe purchased item.

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MB0030 marketing management -MBA sem 2-sanjeev