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Marketing I
PART TIME MBA : I YEAR (2009)


Faculty
 : Mr Padgaonkar
Group Assignment
 : Consumer Influencer Based Promotional
Needs
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• Synergy is the term used to describe a situation where different
entities cooperate advantageously for a final outcome.

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Simply defined, it means that the whole is greater than the

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Consumer -

• An Individual who buys products or services to satisfy

his needs/wants.

Consumer Behavior -

• Study of people who do or do not buy product/services

based on following parameters:

When
Why
Where
What
How
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Influencer

• An Influencer may be potential buyer themselves or

they may be third party who significantly shapes the
customer’s purchasing decision.

Sources of influences which plays a major role in sales

1. Personal Sources

2. Commercial Sources

3. Public Sources

4. Personal Experience
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Promotion
• Promotion is communicating with the customer about
your product/services and is an attempt to influence them
towards their buying decision

Promotional Mix

1. Advertising

2. Personal Selling

3. Promotions

4. Public Relations
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Anti Aging Cream

Customer
1. Women over age of 30 years
2. Beauty Parlour
3. Urban Population

Influencer

1. Colleagues, Family Members

2. Social Group
3. Media Exposure – TV Commercial Advertisement
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Muscle Building Supplement

Customer
1. Athletes
2. Body Builders
3. Gym Trainer
4. Fitness Conscious People

Influencer

1. Family Members and Friend Circle

2. Celebrities and Models
3. Fitness Clubs
4. Body Building Championship
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Home Security System

Customer

1.Upper Middle Class and Elite Class

Influencer

1. Housewives/Old Parents/Kids
2. Media
3. Neighborhood Crime
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TV Commercial Spot Star TV

Customer
1. FMCG Products
2. Foods and beverages
3. Consumer Durables

Influencer

1. TRP Rating
2. Celebrities / Anchor
3. Media Partner / Communication Channel Partner
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THANK YOU