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MARKETING
MARKETING PROCESS

“There are many definitions of

marketing. The better definitions
are focused upon customer
orientation and satisfaction of
customer needs.”

“Marketing is the social process by

which individuals and groups obtain
what they need and want through
creating and exchanging products
and value with others”

KOTL
ER

“Marketing is defined by the American Marketing

Association as the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.”

“Marketing is a Systematic process which starts from

Customer and ends on Consumer along with profitability.”
“Marketing is successful if customer becomes a repeated
consumer after getting full satisfaction.”
AS-HAM.

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(AMBREEN,
MARKETING PROCESS SAMREEN, HAMAD, AMINA,
MUHAMMAD ARSLAN)

MARKETING PROCESS
It is a process which consists of four steps enabling the marketers to
perform their strategies according to their plans. These steps are:

ANALYZING MARKET SITUATION

It is based on information and research including SWOT and PEST analysis of
market

DEVELOPING MARKETING MIX

It includes development of 4P’s namely
Product
Price
Place
Promotion

MARKETING IMPLEMENTATION
It involves turning plans into actions.

MARKETING CONTROL
Being the last step it identifies the gap between planned and actual goals

Marketing process
MARKETING
DEVELOPING
MARKETING
ANALYZING
CONTRO
IMPLEMENTATION
MARKETING
MAEKETINGMIX
SITUATION

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MARKETING PROCESS

MILK PAK

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Milk Pack was the first tetra

MARKETING PROCESS
pack introduced in Pakistan in
1981 with green and white
packaging that is associated
with Pakistan’s flag. It was a
brand that promised natural
and healthy milk. It further
gained strength when it was
backed by Nestle Switzerland
a well established and
reputable international brand
that bought in to it and
expanded its scope and
activities. It has recently
highlighted the use of iron
that has been added to the
milk and communicated this
in its advertising and
packaging. The tag line also
reads as “making a stronger
household”.

Milk Collection

The core raw material of Nestle MilkPak is milk. Over the last Twenty Eight years,
the company's prime concern has been to improve the quality and volume of milk
for UHT processing and for other milk based products. the company successfully
established its own collection system and expanded its operations over a very
large milk shed area in Punjab. Owing to this tremendous growth in the volume of
an extremely high quality raw milk, Nestle MilkPak now produces a superior quality
and better tasting UHT milk, with longer shelf life.

Today, Nestle MilkPak can boast of the largest milk collection network in the
country, unmatched in size, productivity and efficiency. Milk is collected through a
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vast network of village milk centers (VMCs), sub-centers and centers. At these
MARKETING PROCESS
centers, chillers have been installed to lower milk temperature to 4C for preventing
bacteria development during long hauls to the factories, which are undertaken by a
large fleet of specially insulated tankers.

Nestle gathers High Quality milk through a comprehensive strategy, intensive

education program for the farmers and the milk collection staff, up gradation of
milk loading and transportation system, increase in the chilling capacity and above
all, adherence to the highest acceptance standards at all milk collection points,
including the factories.

MARKETING PROCESS
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ANALYZING MARKETING
MARKETING PROCESS SITUATION

SWOT analysis
A SWOT Analysis is conducted by the company
so that it is able to position itself to take
advantage of particular opportunities in the
environment and to avoid or minimize environmental threats. In doing so,
the organization attempts to emphasize its strengths and moderate the
impact of weaknesses. The analysis is also useful for uncovering strengths
that have not been fully utilized and in identifying weaknesses that can be
corrected. Matching information about the environment with the
organization's capabilities enables management to formulate realistic
strategies for attaining its goals.
A SWOT Analysis of Nestlé MilkPak is as follows:

Internal analysis
Strengths
Socially Responsible Company.
NML’s products enjoy strong brand image and market pull.
Innovative and constantly growing product line. NML launched 17 new
products, including variants of existing products in recent past.

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SalesMARKETING
force is the major resource strength in terms of physical resources
PROCESS
of the company.
Marketing strategies established by the company are innovative and lure
customers.
Financial, marketing and sales strategies are formulated by gauging the
customer demands.
Periodic research carried out to judge market trends.
It is a large scale organization, with abundant funds and has the
capability of acquiring weaker firms by throwing them out of competition.
The recent acquisition of the water brands Aqua and Fontalia provide an
example for this strength of the company.
Multinational.
Growing Sales and profits.
Major shareholder in the food industry of Pakistan.
Aggressive Marketing.
Efficient Distribution networks through out the country.
Quality Products.
Environment Friendly.
Skilled labor.
Educated staff.
Large number of offerings.
Pre purchase virtual display.
Arrangement of events.
Good background of the company.
Easy to approach outlets.
Physical evidence Strong Brand image
Quality product

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Solid MARKETING
Financial position
PROCESS
Strong supply chain network
Qualified work force
Commitment to High Quality Products
Focus on research and development Estimations of UHT Milk Production
and Consumption up to 2008– 09
Year Annual Production
(million liters) Annual Consumption
(million liters)
2008-09 => 648.43 353.71
2009-10 => 753.89 372.05

Weaknesses
Selective investment due to uncertain economic and political conditions.
Feasibility of new products needs to be analyzed, e.g. Nestea was
launched some years back but it failed because no customer demand for
it existed.
Relatively a new company in comparison to its rivals e.g. Lever Brothers.
Low levels of inventory maintained can be dangerous.
No credit sales.
Low sales margins due to highly value added products.
They cannot launch many of its expensive international brands due to
the lower income groups.
Physically impossibility to have target market.

There is weak marketing of MilkPak as there is no advertisement of

MilkPak on official website.
Lack of awareness among the target market.
It Dependency on others (govt. & sponsors) for the arrangement of
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events. The target

MARKETING market of Nestle MilkPak is upper middle and high
PROCESS
class because lower middle and poor class cannot afford to buy UHT milk
due to its premium price.
It is a main weakness of MilkPak that there are different companies of
milk but the name of nestle MilkPak is always stand in the last because of
low advertising and marketing.

External analysis
Opportunities
Pakistan is the seventh largest producer of milk in the world with annual
output of over 22 billion liters.
There are substantial growth opportunities considering the average yield
of Pakistani animals at only 1,100 liters/annum as compared to 6,000
liters/annum for animals in Europe and USA. There are nearly 20 million
milk producing animals in the country, mostly in Punjab (80%).
The overall milk market in Pakistan is 20 billion liters, out of which
processed milk contributes only 3 million liters. Nestlé MilkPak along with
other processed milk businesses contribute only 2% to this large market.
Nestlé MilkPak has expanded its product range by entering the cold dairy
market recently by launching Nestlé plain yogurt and now fruit yogurt is
also added to it.
To expand the cold dairy products range, Nestlé fruit yogurt is the latest
addition to this group.
The cold dairy market offers many opportunities for the company which
can capitalize these products by banking on its superior quality milk.
The coffee brand also offers many opportunities for the company to
expand by tuning the taste of the masses towards coffee.
Credit policy can be adopted to increase sales.
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Threats
MARKETING PROCESS
Price fluctuations due to rupee devaluation as raw material are imported.
The uncertainty of economic conditions poses a great threat as the major
funds invested in the country come from outside Pakistan.
The present economic crisis in the world, led to the withdrawal of foreign
management from the company and the investment has come to a halt.
Competition with Nestlé’s owns smuggled brands.
Effect of Seasonality’s upon sales.
Imported raw material, in some of the company’s products.
Major player may enter target market
Legal and ethical issues.
Market segment growth could attract new entrants.
Economic slow down can reduce demand. Two main competitors Haleeb
and Olpers are main threat for MilkPak especially the Olpers is growing
very fast.
Inflation is getting higher and higher so the purchasing power of the
people is decreasing day by day.
There is no entry barrier for new entrants as the Olpers has come in the
market.
Taste of consumer has already developed which is hard to change.
Current market situation

Today, Nestlé MilkPak produces in over 81 countries and achieves 98% of its
turnover outside Europe. Nestlé MilkPak is the world’s largest milk company,
which does 98% of its business. It has an annual turnover of 70 billion Swiss
francs, 522 new factories in 81 countries, 200 operating companies, 1 basic
research outer and 20 technological development groups, has more than
231,000 employees and more than 8000 products around the globe. There
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are three companies

MARKETING co-ordinate the activities of some 200 operating
PROCESS
companies around the globe. Their functions and details are as follows: The
first, Nestlé MilkPak, holds the financial shares in the allied companies. It
also checks the profitability of these companies and to ensure the
profitability of the group as whole. The second, Nestlé MilkPak, has two
areas of activities that are as follows:

Research and technological development,

Technical assistance Beside this, it provides know-how in engineering,
marketing, production, organization, management and personnel
training on a continuous basis. The third company is Nestlé World
Trade Corporation that oversees the import and export of merchandise
worldwide.

MARKET ANALYSIS
In 1986, Haleeb entered the market with its distinctive blue packaging and
positioned itself as the thickest natural milk. The two brands were the main
players in a market that is the world’s fourth largest milk producing country.
Then in 2006, Engro Foods launched Olper’s milk in a market dominated by
two highly entrenched strong brands.

Customer Profiling (Customer Data):

Transaction Details

• Frequency,
• amount and timing of purchases,
• items bought,
• prices paid,
• Use of cash or credit.
Acquisitions Details
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• Marketing
MARKETINGchannel,
PROCESS
• Promotion type, and
• Address/city.

Appended Database Data

Life Style

• Profession/occupation,
• vehicle ownership,
• Internet use,
• Travel,
• Pets, and
• Hobbies.
Financial

• Investments,
• credit card usage and type,
• living expenses, and
• credit worthiness.
Demographic

• Age,
• income,
• education,
• gender,
• marital status, and
• Number of kids.
Almost all type of peoples are the consumers of the milk.

Geographic
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• Own/rent,
MARKETING PROCESS
• urban/rural,
• size of city,
• region, and
• size of dwelling.

Market Research Data

Behavioral

• Purchase patterns,
• why they bought,
• what they use the product for,
• Responsiveness to different marketing channels.
Attitudinal

• Product preferences,
• willingness to try other brands,
• price sensitivity,
• shop for convenience,
• Opinion of the company and the competition.

DEVELOPING THE MARKETING MIX

The most interesting part of commerce is the marketing; this is the latter
addition of the business tools. It starts with conceiving idea of presenting a
product, traditionally producers were interested in producing those goods
only which has existing pull, whereas now because of marketing tools they
are producing with the intention of pushing the product into consumer’s

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hand. Marketers
MARKETINGuse numerous tools to elicit desired response from their
PROCESS
target markets. These tools constitute a marketing mix. Marketing Mix is
the set of marketing tools that the firm uses to pursue its marketing
objectives in the target market. McCarthy classified these tools into four
broad groups that he called the four P's of marketing:
Product
Price
Place
Promotion

Product
Defining the characteristics of your product or service to meet the
customers' needs.

Price
Deciding on a pricing strategy. Even if you decide not to charge for a
service, it is useful to realize that this is still a pricing strategy. Identifying
the total cost to the user (which is likely to be higher than the charge you
make) is a part of the price element.

Place or distribution
Looking at location (e.g. of a library) and where a service is delivered (e.g.
are search results delivered to the user's desktop, office, and pigeonhole -
or do they have to collect them).

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MARKETING PROCESS

Promotion
This includes advertising, personal selling (e.g. attending exhibitions), sales
promotions (e.g. special offers), and atmospherics (creating the right
impression through the working environment). Public Relations are included
within promotion by many marketing people.

Product
Nestlé is a famous group of companies. It is well known for its rendered services in
food sector.

Nestlé has more than 70 consumer products in Pakistan. Good nutrition is

essential from the very beginning. That's why Nestlé strives to provide the best for
everyone.

Nestlé has recognized the special nutritional requirements which start from infants
and covers the range to all age groups.

They add specific nutrients to milk and encourage children to consume nutritious
products with different flavors, colors and shapes. For small children, and families
Nestlé offers smaller sizes and portion able packs.

Teens like lots of affordable enjoyment, with big portions and a succession of tastes
and textures, particularly when they are buying the products themselves. They also
favor ready-to-drink beverages, and here they can offer them a choice of refreshing
teas or milk-based drinks

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Good tasting lighter meals and healthier milks formulated specifically for adults are
MARKETING PROCESS
examples of how Nestlé caters to these needs. Nestlé Clinical Nutrition has a range
of good tasting products to help them do it. Nestlé milk and dairy products are
recognized throughout the world.

Pricing
Nestlé has its own set of techniques for setting the prices of the product. It does
not primarily focus on the competitor’s pricing strategies. It emphasizes on the
market demand of the product. Nowadays market is going through tough
recession, so they set their prices keeping in view the purchasing power of the
customers.

Moreover the prices of the products are also subjected to the type of consumer
product. If the product is a daily use then it can have a minimum price to attract
the customer towards your product. Thus the company cannot influence much on
the prices.

Price Structure

General: The prices of Nestlé’s products are and they are within the customer’s
buying power. Nestlé also give discounts to their regular customers. Nestlé has set
prices in such a way that it offers the most quality products with acceptable prices.
Its prices are very much comparable with its competitors. It also considers the fact
that Pakistani market is not as much economically viable as the other foreign
markets. So it keeps in mind all the below line factors while setting the prices of
the products.

Place
Selection of place is also a very pivotal step in the success of the organization. The
place must be right where the customer wants to be, it must be easy assessable
and approachable to the customer. Nestlé makes it sure that its product is
available at every corner of the country regardless of rural or urban areas. Nestlé’s
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main focus is to make the product within the access of every consumer so that the
MARKETING PROCESS
consumer should have no difficulty in getting the product. It also helps Nestlé to
compete with the competitors more effectively as by this it can make the product
available to maximums number of target customers. Nestle is catering the market
of Gujrat in very effective manner by providing its products in each and every
corner which starts from the city and covers the rural areas specially its product,
MilkPak.

Middlemen and distribution channels

In Nestlé the distribution’s role within its marketing mix is to take the
product to its target market.
Today executives have come to realize their customers' satisfaction - or
dissatisfaction - was linked to the performance of their supply chain.
Bernard Teiling, assistant vice president of business process integration for
Nestlé S.A., which is based in Vevey, Switzerland, says supply chain
management (SCM) is "both a source of competitive advantage and a lever
for profit margin." Even though the complexity and the cost of SCM have
continually increased over the last two decades, companies must be
proficient in this process. "If you are not good at SCM, someone else will
be," says Teiling.
Nestlé defines SCM as the two-way management of the flow of goods,
services and information from suppliers to manufacturers, wholesalers,
distributors, stores -- to the end user. SCM is especially critical for the food
industry because of the ease of spoilage.
Teiling feels a consumer products company remains profitable only if it has
the right product at the right price in the right place at the right time.
However, getting these stars to line up only happens when "the entire
supply chain works as one."

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Seen that way, SCMPROCESS

MARKETING becomes a branding issue. When Nestlé places its logo
on a product, the logo represents "a seal of quality." Protecting that quality
makes Nestlé responsible for its entire supply chain. Teiling says consumers
don't care if a supplier or distributor had a problem. "If something goes
wrong in the supply chain, it ruins things for the consumer," says the Nestlé
executive.
Even though Nestlé feels responsible for every link in the supply chain, it
outsources many of those activities. "No one company can claim to do
everything from A to Z in the food industry. Today that's impossible," says
Teiling. For example, Nestlé does no farming. And the world's largest food
company sells almost nothing directly to consumers.
With the arrival of the Internet, companies today want to manage their
supply chains through "an efficient interface with an eMarketplace." Many
different exchanges are developing. Teiling describes them "as a
tremendous opportunity for Nestlé to work effectively to create new levels
of performance."
Nestlé is using all the three levels of channel to ensure that its product should
readily available to all its users throughout the country. Like it is using a zero level
channel for distributing its product to its customers. It uses mostly the 3-level
channel. For example in case of milk products, it uses 3-level channel to penetrate
into the as there is enough competition. On other hand, in case of mineral water
such as Ava is uses zero level channel as it supplies the jumbo bottles of Ava
directly to hotels.

Promotion
Nestlé sets its promotional budget on annually basis. Nestlé is well aware of the
importance of the effectiveness of the promotional program. It designs its
promotional program using all the available promotional tools.

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Advertisements
MARKETING PROCESS
Advertisement plays very important role in promoting the image and name of the
company. Because you can give your massage and persuade the person (person
may be Customer, client etc) to buy your product, therefore effective
advertisement plays important role in the success of product.

They give full-page coverage in newspaper and also made advertisement in the
television. Also providing advertisements on online facility through creating Web
Page of their Nestlé, giving all required information about the products. They also
advertise in weekly newspapers and magazines

The budgets for various consumer products vary depending on the sale and
demand of the product. Like on milk Nestlé has 75% of sales out of the total sales.
So similarly it spends more on promotional activities of milk.

Promotional themes

Nowadays a lot of companies are using certain promotional themes to promote

their product better than their competitors. For example, in case of milk is uses the
theme of “Khalis” creating a view that its milk is closest to pureness. Similarly is
uses the promotional theme for Nestlé Pure life for mineral water
It also uses other below line activities to promote its product like by using the
following techniques:
Free sampling
Door to selling
Prizes
Market positioning

Present image in the mind of customers is given below:

COMPANY QUALITY SERVICES LOCTION EXTRA

OF FACILITY
PRODUCT
Nestlé Better Excellent Excellent Good

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Haleeb
MARKETING Normal
PROCESS Normal Normal Normal
Halla Good Normal Good Average

In last two decades Nestlé Pakistan Ltd. has re-positioned itself by improving the
elevations by its products and allocating better customer services; because of it
has the best position in the mind of the customers among three companies. It also
proves from the increasing market size of Nestlé.

IMPLEMENTATION OF MARKETING
STRATEGIES
Market segmentation and target strategy
It is really a big market and it is always difficult to segment the big market. There
are many uses for segmentation. Nestlé’s strategies about their marketing are in
the form of marketing segmentation. They have implemented their strategies by
doing segmentation. Secondly they have made their distribution plans, network
and methods very strong. Marketing channels and strategies about pricing and
positioning are also in main focus.

Needs Based Segmentation

Milk Pack has made different sizes of tetra packs which can match the needs of
buyers, ranging from 0.25 liters to 1.5 liter. Buyers can buy according to there need
between these quantities.

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MARKETING PROCESS

P
rod
uct
Segmentation
Manufacturers diversify products within each needs base to appeal to buyers with
different tastes and wealth.

Customer Segmentation
Customers are segmented based on their needs and product preferences.
Segments grow or shrink over time as a product improve, become outdated or
tastes changes.

Global Segmentation
Insurance firms and medical and legal practices also use product segmentation,
and sometimes attempt to cover all the product space.

In-store Display Segmentation

Nestle have also segmented Milk Pack on the bases of In- Store display
segmentation. In this type of segmentation the company have given different
shelves in bib stores and also given the chillers to some of the agent having the
Milk Pack sticker upon them but in Pakistan unfortunately the shop keepers are not
using the shelves properly and they have put other brand products on those
shelves. Drug stores, grocery stores, book stores, and other retail outlets use

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segmentation in order to keep like products close to each other within the store,
MARKETING PROCESS
making shopping convenient and cross selling more profitable.

Market Positioning:

They will position our product as a high quality product consumer focused.
Messages like

“They knows your taste better than us”, “Nestle MilkPak now at your door
step”; “Add additional flavors’ to your life” will help us portray our picture
clearly and distinctly. MilkPak will position our product against the
competitors and gain competitive advantage through our efficient
promotional methods, using innovations, and by reaching closer to our
target market through the arrangement of events like BASANT, VALENTINE
DAY and etc. In short consumers will view us as a product providing highly
quality, in terms of taste, customer focused and, at the same time
reasonably priced as compared to others.

Pricing strategies of MilkPak

MilkPak was first launched in 1988 in Pakistan. Actually this is the Pakistani
product and purchased by the Nestle Company. Price of the MilkPak set after
the market survey. In this market survey the survey team want to search
that how much value consumer actually wants to give this product. They
provided the milk to the different people without telling them the name of
the company and ask them what should be the price of this one glass milk.
In this way company know the willingness of the people that how much
money customer actually want to spend on that product. After this they
checkout their cost on that product and after analysis they set the price of
the MilkPak. After launching it in the market they again check the consumer
behaviour regarding price of the MilkPak, and if consumer is satisfy with the
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product MARKETING
then they ask question to judge the behavior of consumer that if the
PROCESS
price of the MilkPak increased by the company then what will they do. If
consumer still satisfied then they increase the price of the MilkPak. CDL
have adopted value pricing, in which they charge fairly low price for a high
offering. Value pricing says that the price should represent a high-value
offer to consumers.

Value pricing is not a matter of simply setting lower prices on one’s products
compared to competitors. A matter of reengineering the company’s
operations to become a low- cost producer without sacrificing quality, and
lowering prices significantly to attract a large number of value-conscious
customers.

Setting price by looking the competitors

The competitors of MilkPak are Haleeb milk, olphars and good milk but the
biggest competitor is open milk. Total requirement of milk in Pakistan is 31
billion litres in which only 3 billion litres are provided by packed milk. 28
billion litres are provided by milkmaid. So if the nestle want to set price
according to their competitors then they have to set price according to the
price of open milk which is not possible.

Marketing Channels
These are the sets of the interdependent organizations involved in the
process of making a product or service available for the use of
consumption.

Channel Function and Flows

A marketing channel performs the work of moving goods from producer to

consumers. It overcomes the time, place and possession gaps that separate

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goods and services PROCESS

MARKETING from those that need or want them. It perform number
of functions:

• They gathering information about potential and current customer,

competitors, and other actors and forces in the marketing
environment.
• They develop and disseminate persuasive communication to stimulate
purchasing
• They place an order to the company
• They provide for the successive storage and movement of the physical
products.
Channel Level

Manufacturer
It is a two-level channel, MilkPak has its own distributors which are suppose
to deliver the MilkPak to the wholesaler as well as the retailer,.
Consumer
Wholesaler
&
Retailer
Distributor
Distribution Situation:
Company is using 2 channels for distribution of MilkPak
• Retail outlets (indirect channel)
• Sales promotion officers (direct channel)
Retail Outlets (indirect channel): There are many retail outlets in all
over Pakistan, which provide every day consumable items to the

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consumers.. 80 percent
MARKETING of the milk’s sales would be through indirect
PROCESS
channels.
Direct Sales Promotion Channel: MilkPak is being distributed to
institutions like government institutes, offices, teashops, caters, schools,
colleges and marriage halls. This channel will constitute 10 percent of the
total milk’s sales.
Distribution Outlets: to increase the distribution of MilkPak in all over
Pakistan these outlets are open..
Distribution
There are many authorized distributors of MilkPak. Company has its own
network of vans, which deliver the milk to all the retail outlets early
morning. The number of vans operational in different cities and rather then
this 135 local vans are also used to supply the milk in pakistan.
Intermediaries: MilkPak identifies the types of intermediaries available to
carry on its channel works:
1. Company Sales Forces
MilkPak expand its direct sales force, assigning the sales representative to
territories to contact all prospects in pakistan
2. Stalls in BAZAAR
The company also introducing stalls in Sunday Bazaar, Tuesday Bazaar and
Friday Bazaar at different location of pakistan and especially to those areas
where the sales volume of the MilkPak would be low in order to encourage
the consumer.
Integrated marketing communication:
Company have a complete imc plan in which they that how can the
company will inform their consumer about the new, upcoming product and
value added services to the existing product. The sources which can use by

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the company to inform

MARKETING their consumers are print, electronic as well as
PROCESS
through their websites.
Unique selling proposition:
MilkPak is a trend setter in market. They first introduce the packed milk in
market. The usp of MilkPak is “khalis he sub kuch hai”. They provided their
consumer pure milk and this the usp of nestle MilkPak.

MARKETING CONTROL
Problems Faced By Nestle
Nestle is facing the problem that is regarding the quality of milk . it is being
perceive that infant or child belonging to poor family who use low quantity
of milk then required in daily use are getting effected.

It is hard to agree the customer to swich to pack milk because of taste

which is huredel for further expansion

Recommendations

Nestle must state in writing that it accepts that the international code and
the
subsequent relevant World Health Assembly Resolutions are minimum
requirements
for every country.
Nestle must state in writing that it will make required changes to bring its
Baby Food
Marketing policy and practice into line with International Code and
Resolutions.

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MARKETING PROCESS

SUGGESTIONS

Nestle Milk Pack should concentrate on all age groups (by showing its benefits)

instead of concentrating just on child growth.

They should try to create strong brand loyalty among customers.

They should keep in mind the competing environment while designing their

strategies.

They should concentrate on customer retention.

They should improve their customer services.

They should try to exploit the loopholes of their competitor’s products.　

Should try to cater the mind of the customer by creating some attractive jingle

like Haleeb: Chai banaye khoob haleeb…..

REFERENCES

www.nestle.com

•Economy
 survey of Pakistan 2008

•www.Google.com


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MARKETING PROCESS

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