MARKETING CORPORATE

INSIGHT
WHAT is marketing?
Marketing is managing profitable
customer relationships
 Aim
Creating a value for customers and
capturing value from customer in
turn.
Lets start a good story about
marketing in action at Procter
and gamble in the united states
 P&G
• Procter and Gamble, one of the largest
and most respected companies, really
does create value for customer by
solving their problems. in return
customers reward Procter and gamble
with their brand loyalty and buying .
 MISSION

unearth and cultivate the deep

connections that customers have with
its product
Can you really develop a meaningful
relation with a laundry detergent?
For Procter and gamble , the resounding
answer is yes
Products of Procter and gamble
• It makes and markets varieties of mega brands
like Ariel, Tide, Pantene, Head and Shoulders,
Rejoice, Crest tooth paste, Olay, Puffs,
Pampers, Gillette, Dura cell etc…..
• It is also worlds largest advertisers spending an
eye popping $8.2 billion each year on
advertising world wide, Telling and selling
consumers on the benefits using its products.
Contd…
• But look deeper and you will see that this
premier marketer does far more than just
tell and sell, the company’s stated purpose
is to provide products that improves the
lives of the world’s consumers.

• P&G products really do create value for

consumers by solving their problems.
P& G TIDE
• More than 60 years ago Tide revolutionized the
industry AS the first detergent to use synthetic
compounds rather than sop chemicals for
cleaning clothes.
• For decades Tide’s marketers have positioned
their product on superior functional
performance, with hard hitting ads showing
before and after cleaning comparisons
Contd….
• P&G global marketing chief James Stengel
mandated that the company’s brands must
speaks to consumer eye to eye rather than
relentlessly driving the product benefits.
• We need to think beyond consuming …. And
to really directly understand the role and
meaning the brand has in the lives of
consumer
• P& G ‘S true strength lies in the relationships
that it builds between brand and consumers.
 Marketing concept
• Sound marketing is critical to the business of
every organization .
• it is large for profit organizations, like HUL,
ITC, P&G, GOOGLE, BIG BAZAR, TOYOTA,
APPLE,
• But not much for non profit oriented like
colleges, religious organizations, hospitals etc….
CONTD….
• You all know about marketing it all
around you
• You see the marketing at your near by
shopping malls and the advertisements
that fill your t v screen, spice up your
magazines, stuff your mail Box.
 Contd….

• At home or college where ever you work,

you see marketing in almost all everything you
do .
• This subject will entirely give you the
complete introduction to various marketing
strategies and tactics.
 MARKET
• A market is variety of different
systems, institutions, procedures,
social relations and infrastructures
whereby businesses sell their
goods, services and labor to people
in exchange for money
 CONTD…..
• The concept of a market is any structure
that allows buyers and sellers to exchange
any type of goods, services and information.
• The exchange of goods or services for
money is a transaction.
• Market participants consist of all the buyers
and sellers of a goods who influence its
price.
 MARKETING

The process by which companies

create value for customer and
build strong customer relationships
in order to capture the value from
customers in return.
MODEL OF
MARKETING PROCESS

Construct
Understan Capture
and deliver Build
d Design a value from
marketing profitable
The customer customers
program relationship
market driven to create
that s and
place and marketing profits and
Delivers customer
customer strategy customer
superior delight
needs equity
value
Contd…..
• Markets and marketing are
becoming ever more
international, quintessentially
American Mc Donald's
captures 65% of its revenues
from outside of the united
states
Marketing management

The art and science of choosing

target markets and building
profitable relationships with
them.
Creating a value proposition
• The company must also decide how it will
serve targeted customer, how it will
differentiate and position it self in the market
place.
• A company’s value proposition is the set of
benefits or values it promises to deliver to
customers to satisfy their need.
Examples
• BMW Promises
“ The ultimate driving
machine”
LAND ROVER lets you
“go beyond “ -t o “get a taste of
adventure ,what ever your tastes”
Contd….
• Nokia is – “connecting people” –
anyone anywhere.
• Apple's iPhone –
“ TOUCHING IS BELIEVING”
CONTD….
• Such value propositions differentiate one
brand from others.
• They answer the customer’s questions “
why should I buy your brand rather than
competitor’s