TQM in Marketing

Presented By: Harish Singh Papola

PGDM (Operations) Jaipuria Institute of Management, Noida
11-03-2014 Jaipuria Institute of Management, Noida

TQM
Customer focus Employer involvement Continuous improvement Performance measurement

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Jaipuria Institute of Management, Noida

Marketing
Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably The Chartered Institute of Marketing (CIM)

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Jaipuria Institute of Management, Noida

Relation between TQM and Marketing

TQM

Customer Focus

Marketing

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Jaipuria Institute of Management, Noida

Role of TQM in Marketing

TQM in marketing strategy. TQM in developing marketing mix. TQM contribution to organization competitiveness.

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Jaipuria Institute of Management, Noida

TQM in Marketing strategy

Organization resources JIT, Lean philosophy Kaizen, Prioritization matrix
VOC, Prioritization Matrix Affinity Diagram, QIT

Product development Marketing Strategy Segmentation

Data collection, Histogram, Pareto Diagram

Targeting & Positioning

Affinity Diagram, Scatter diagram

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Increase sales &Institute market share Jaipuria of Management, Noida

Six sigma

Pareto Diagram
Segmentation of market on the basis of age group for 3G enabled mobile
Age group 10- 15 16- 20 Freq %age Cummulative %age
200

Pareto Chart of age group

100 80 60 100 40

06 44

3 22

3 25
150

21- 25
26- 30 31- 36 > 37 Total

48
70 22 10 200

24
35 11 5 100

49
84

50

95 100
0 age group freq Percent Cum % 26-30 70 35.0 35.0 21-25 48 24.0 59.0 16-20 44 22.0 81.0 31-36 22 11.0 92.0 >37 10 5.0 97.0 Other 6 3.0 100.0

20 0

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Jaipuria Institute of Management, Noida

Percent

freq

TQM in Marketing Mix

Product:

Requirement of customer QFD

Product Development ARMI/ Prioritization Matrix

Production Zero defect product Six sigma

Product launch & Taking feedback PDCA/ creativity/ Kaizen

Track the sales figure

Feedback

SQM/pareto diagram

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Jaipuria Institute of Management, Noida

Competitive Advantage
Factors that contribute to organizations competitive advantage:
1. 2. Product Process

Quality- Differentiating factor in terms of product and process among organizations.

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1. 2. 3. 4. 5. 6. 7. 8.

Quality Includes:
Perfection Consistency Eliminating waste Speed of delivery Compliance with policies and procedures Doing it right the first time Delighting or pleasing customers Total customer satisfaction and service

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Jaipuria Institute of Management, Noida

Toyota Motor Corporation

Adopted TPS or Lean Production

Quality Process and Quality product

Beat GM became No1 Car manufacturer In 2008

Daewoo Motors

Lacking TQM (Lean Production)

Quality Product but Not Quality Process

Got bankrupt and sold Out to TATA & GM

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Jaipuria Institute of Management, Noida

TQM Transitional Model

Benchmarking :- 100 million subscriber Strategic Planning:- Lifetime validity at Rs 100 SIM Long term perspective :- Capture highest subscriber base. Vision (To be market leader in mobility solution) Evaluation:- monthly subscriber & revenue data Rewards and appraisal to performers Audit by TRAI on quality of service

P1
Customer Focus

P3

Continuous improvement

P2

Involvement of all Team:- Corporate sales team, align members to one goal. I will Break my Barrier campaign to motivate employees.

P- Increasing subscriber base via quality service D- Setup tower, good quality signals, Index of quality-1drop out of 1000 calls low price customized plans Preventive mechanism:- automated C- Check the call drop rate, voice clarity handshaking mechanism A- Increase the transmitter strength.

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Jaipuria Institute of Management, Noida

Benefits of TQM in Marketing

TQM ensures product quality which may lead to repeat orders by customers. It reduces operation costs by spending less on rejects and back orders from dealers. Enhance the competitive edge over competitor.

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Jaipuria Institute of Management, Noida

Marketing Definition
Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. The Chartered Inst of Mkt The right product, in the right place, at the right time, at the right price Adcock. Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends Palmer

TQM Tool QFD, CTQ, Kano

JIT

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Jaipuria Institute of Management, Noida

THANK YOU

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Jaipuria Institute of Management, Noida