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PRESENTED BY :YUG A. JAIN (17)
DEMAND
•FULL DEMAND
MARKETING ORIENTATION
• PRODUCT
• PRODUCTION
• SOCIAL MARKETING
CHAPTER 1
STP
SEGMENTATION(1). Consumers. Segmentation.(2). Geographic Segmentation.
TARGETING(Undifferentiated Targeting )
POSITIONINGSlogan “Giant Compressive
Strength”
'Ambuja Cement. YehDeewaar nahin tootegi’
• The main objective of A.C.L. to making advertisement of Ambuja cement is Quality and strength.
• The G.A.C.L. has made contract with "TRIKAYA" - A private advertisement agency and it is make advertisement by……
1) Print Media : A.C.L. gives advertisement in the news paper and Magazines. By regular period.
2) Out Door Media :A.C.L. gives advertisement on poster, holdings, wall painting, T.V, radio and internet by regular period.
ADVERTISING
PRODUCT LIFE CYCLE
PRICEList PriceDiscounts
PLACECoverageChannelsTransport
PROMOTIONSales PromotionAdvertisingPublic Relation
MARKETING MIX
(A) COST ORIENTED PRICING: In this product the price is decided as per the cost of product and it is also known as target pricing.
(B) DEMAND ORIENTED PRICING : In this product the price is decided as per the
consumer demand.Ambuja Cement Ltd. has many competitors in India and other country also. So, they have set prices taking into consideration all of them. Thus, the prices are always fluctuating it is also fluctuated by government.Ambuja Cement Ltd. looks upon following factors for determining prices :-
(1) Cost of production.(2) Advertising(3) Distribution cost.(4) Sales promotion cost. Gujarat Ambuja Cement Ltd. provides some motivation like gifts, discounts;
commission etc. for increases the efficiency of the dealers, stockiest to selling more.
PRICING STRATEGY
CHANNEL OF DISTRIBUTION
• ZERO level distribution. Producer Consumer
• One level distribution. Producer Retailer Consumer
• Two level distribution. Producer Wholesaler Retailer Consumer• Three level distribution.Producer Agent Wholesaler Retailer
Consumer
THREAT OF COMPETITORS* Large no. of competitors* Marginal
product differentiation
* High fixed costs* Lack of
switching cost* High exit
barriers
THREAT OF NEW ENTRANTS
* Economies of scale
* High Capital requirement* Access to distribution
channels
BARGAINING POWER OF SUPPLIERS
* Large and few sellers
* Monopolistic control of
external cost element
* No substitutes* Seller’s product
is important input
THREAT OF SUBSTITUTES
* Bitumen (construction of
roads)* Engineering
plastics (construction of
buildings)
BARGAINING POWER OF
BUYERS * Standard
product* Rising share of retail purchase and declining share of bulk purchasers
PORT
ER’S
5 FORC
E MODE
L
Ambuja Cement enjoys the position of “STAR” in BCG Matrix.