EXPORT MARKETING

& PRICING
(BRANDED PRODUCTS)
P.G.JAYARAM, Director
INDUS PHARMACEUTICALS, Chennai.
FUNDAMENTAL SIMILARITIES BETWEEN
DOMESTIC & INTERNATIONAL BUSINESS OPERATIONS:
In terms of broad objectives and goals of the company,
there are certain Similarities between
domestic and international business:
1.Generating revenue
2.Corporate image building
3.Customer satisfaction and building loyalty
4.Carrying out their operations respecting and adhering to local regulations
5.Generation of employment opportunities.
EXPORT MARKETING vs DOMESTIC MARKETING
ENVIRONMENT
ENVIRONMENT
PLAN & STRATEGY
PLAN & STRATEGY
COMPETITION
COMPETITION
CURRENCY
CURRENCY
BUSINESS RISKS
BUSINESS RISKS
RESEARCH
RESEARCH
HUMAN RESOURCES
HUMAN RESOURCES
ORGANISATIONAL VISION
ORGANISATIONAL VISION
PRODUCT DEVELOPMENT
PRODUCT DEVELOPMENT
LEGAL ASPECTS
LEGAL ASPECTS
INVESTMENT
INVESTMENT
PRICING
PRICING
DISTRIBUTION
DISTRIBUTION
PROMOTION
PROMOTION
EXPORT MARKETING vs DOMESTIC MARKETING
ENVIRONMENT
The economic, political, legal, socio-cultural,
competitive and technology environments ar
e known, hence one can take the
Necessary precautions.
The environment is not fully known.
Innumerable hidden factors which may
emerge at any time to pose problems
EXPORT MARKETING vs DOMESTIC MARKETING
PLAN & STRATEGY
Plans and strategies can be
Worked out for short terms and
Carried forward to long term.
Only long term planning and strategy will
work. Strategic inputs are
required in multiples.
EXPORT MARKETING vs DOMESTIC MARKETING
COMPETITION
The maximum domestic competitive forces ope
rate and one can understand their
movement.
International competitive forces play a vital role
and it is very difficult to understand
their motive and movement.
EXPORT MARKETING vs DOMESTIC MARKETING
RESEARCH
It is reasonable and easy to conduct business
research, demand analysis and customer
survey. It is also reliable for business ventures.
Very expensive and difficult to
conduct.
Reliability criteria depends on
Individual countries and there is
no uniformity in the output.
CONSIDERATIONS OF VARIOUS ASPECTS
BEFORE ENTERING A COUNTRY
1.Current and potential size of the market
2.Level of competition for a specific product or service
3.Economic growth of the county
4.Purchasing power of the people
5.Political & legal environments and their impact on business
6.Infrastructure like banking, insurance, port facilities etc.
7.Socio-cultural background of the country.
8.Availability of technical and non-technical work force.
PHARMACEUTICAL EXPORT MARKETING
GENERICS OR BRANDED ?
DEPENDS ON MARKET
DEPENDS ON YOUR GLOBAL PARTNER
DEPENDS ON YOUR STRENGTH TO MARKET
DEPEND ON AVAILABILITY OF MARKETING MIX
DEPENDS ON YOUR COMPANY’S VISION
BRAND
• Eudqg=lv=d=qdp h/=whup /=vljq/=v|p ero/=ru=ghvljq/=ru=d=
frp elqdwlrq=ri=wkhvh=lqwhqghg=wr=lghqwli|=wkh=jrrgv=
dqg=wr=gliihuhqwldwh=wkhp =iurp =wkrvh=ri=frp shwlwlrqI
• Eudqg=uhvlghv=lq=fxvwrp hu*v=khdgI
• Surgxfw=lv=vrp hwklqj=
wkdw=lv=p dgh=lq=d=idfwru|/=
Eudqg=lv=vrp hwklqj=wkdw=lv=erxjkw=e|=fxvwrp hu
• D=surgxfw=fdq=eh=frslhg=e|=frp shwlwruI=Eudqg=lv=xqltxhI
• D=surgxfw=fdq=eh=txlfno|=rxwgdwhgI=D=vxffhvvixo=eudqg=lv=
wlp hohvvI
WHY BRANDING IS IMPORTANT?
•BETTER PROFITS
•PRODUCT LIFE CYLE EXTENDED
•CORPORATE IMAGE
•EASY TO INTRODUCE MORE LINE EXTENSION
•EASY TO INTRODUCE NEW PRODUCTS
•EASY TO GO TO NEXT COUNTRY
•PRODUCT EXPERIENCE GOES UP
•BRAND-CUSTOMER RELATIONSHIP
•COUNTRY IMAGE
PHARMACEUTICAL EXPORT MARKETING
PHARMACEUTICAL EXPORT MARKETING
THE
MARKETING CONCEPTS
ARE THE KEY TO
SUCCESSFUL EXPORTS
…….reviewing other philosophies
THE PRODUCTION CONCEPT
The production concept prevailed from the time of the
Industrial revolution until the early 1920’s.
The production concept was the idea that a firm should focus on those
Products that it could produce most efficiently and that the creation of a
Supply of low cost products would itself create the demand.
The key questions that a firm would ask before producing a product were:
CAN WE PRODUCE THE PRODUCT?
CAN WE PRODUCE ENOUGH OF IT?
Virtually everything that could be produced was
sold easily by a
sales team Whose job it was
simply to execute transactions
at a price determine by the Cost of production.
THE SALES CONCEPT
By the early 1930’s however, mass production had become common,
Competition had increased and there was little unfulfilled demand.
Companies not only would produce the products,
but also would Try to convince customers
to buy them through advertising and
Personal selling.
Before producing a product, the key questions were:
CAN WE SELL THE PRODUCT?
CAN WE CHARGE ENOUGH FOR IT?
The sales concept paid little attention to
whether the product actually
Was needed; the goal simply was to beat the competition with little
Regard to customers satisfaction.
MARKETING WAS A FUNCTION THAT WAS PERFORMED AFTER
THE PRODUCT WAS DEVELOPED AND PRODUCED AND MANY
PEOPLE CAME TO ASSOCIATE MARKETING WITH HARD SELLING.
THE MARKETING CONCEPT
After 1970, the variety of products increased and hard selling no longer
Could be relied upon to generate sales.
With increased discretionary income, customers could afford to be selective
And buy only those products that precisely met their changing needs.
The key questions became:
WHAT DO CUSTOMERS WANT?
CAN WE DEVELOP IT WHILE THEY STILL WANT IT?
HOW CAN WE KEEP OUR CUSTOMERS SATISFIED?
In response to these discerning customers, firms
began to adopt the Marketing concept, which involves:
FOCUSING ON CUSTOMER NEEDS,
BEFORE DEVELOPING THE PRODUCT
ALIGINING ALL FUNCTIONS OF THE COMPANY
TO FOCUS ON CUSTOMERS
DEFINITION OF MARKETING
AMA-1937
MARKETING CONSISTS OF THOSE ACTIVITIES INVOLVED
IN THE FLOW OF GOODS AND SERVICES FROM THE POINT
OF PRODUCTION TO THE POINT OF CONSUMPTION
The AMA has since amended its definition to read:
MARKETING IS AN ORGANIZATIONAL FUNCTION
AND A SET OF PROCESSES FOR CREATING,
COMMUNICATING AND DELIVERING VALUE TO
CUSTOMERS AND FOR MANAGING
CUSTOMER RELATIONSHIPS IN WAYS
THAT BENEFIT THE ORGANIZATION
AND ITS STAKEHOLDERS.
Marketing Research
The marketing concept relies upon
Marketing research
to define market Segments, their size, and their needs.
• Wrwdo=Skdup d=p dunhw=ri=wkh=frxqwu|=)=jurzwk
• Ixwxuh=p dunhw=srwhqwldo
• Frqwulexwlrq=ri=hdfk=Wkhudshxwlf=
vhjp hqw=)=jurzwk
• Wrs=whq=frp sdqlhv=)=jurzwk
• Wrs=whq=eudqgv=dqg=jurzwk
• Wrs=8=eudqgv=lq=hdfk=Wkhudshxwlf=vhjp hqw=dqg=jurzwk
• Qhz=odxqfkhv=lq=odvw=c=|hduv=dqg=vxffhvv=ri=eudqgv
• Jude=whqghu=grfxp hqwv—zkdw=vhoov=lq=wkdw=frxqwu|B
WHAT IS THIS MARKETING MIX?
Marketing mix is a term used to denote the
various components of the marketing strategy.
PROMOTION
PRICING
PRODUCT
PLACEMENT
TARGET
MARKET
Egg
Flour
Sugar
Milk
EXTENDED MARKETING MIX?
PROCESS
PEOPLE
PHILOSOPHY
PHYSICAL
EVIDENCE
PROMOTION
PRICING
PRODUCT
PLACEMENT
TARGET
MARKET
SUCCESSFUL MARKETING PLAN
For a marketing plan to be successful,
the mix of the Eight “ps” must
Reflect the wants and desires of the consumers
in the target market.
Marketers depend on marketing research,
both formal and informal to
Determine what consumers want and
what they are willing to pay for it.
Marketers hope that this process will give them a competitive advantage.
The specification of these four + four variables creates a promotional
mix or promotional plan.
A promotional mix specifies how much attention to pay to each of the
eight subcategories, and how much money to budget for each.
IN MARKETING,
A PRODUCT IS ANYTHING
THAT CAN BE OFFERED TO A MARKET
THAT MIGHT
SATISFY A WANT OR A NEED.
Marketing mix
TRY TO BE DIFFERENT>>>>>
Packing,compostion,mg,alu-alu,
Spoon,measuringcup,satchet,
Suppositories,flavour,
How to get the
PRODUCT or SERVICE to
the customer.
Where should the product
be available?
Should distribution be
exclusive, selective or
extensive?
Marketing mix
Promotion involves disseminating information
about a
PRODUCT / SERVICE / COMPANY.
Promotion is comprised of subcategories:
Personal selling
Sales representative
Non-personal selling
Advertising
Trade shows
Direct selling
Product placement
Marketing mix
POSITIONING
The
Marketing
Comm.Mix
Word of Mouth
Corp. Identity
P
a
c
k
a
g
i
n
g
M
e
r
c
h
a
n
d
i
s
i
n
g
D
i
r
e
c
t

M
a
r
k
e
t
i
n
g
P
u
b
l
i
c
i
t
y

Sponsorshi
p
Exhibitions
E-Marketing
Advertising
Sales
Reaching the customers……
Tele-marketing
UNDERSTANDING MARKETING PRINCIPLES..
You see a beutiful girl at a party.
You go up to her and say:
"I am very rich. Marry me!" - That's Direct Marketing
You see a beutiful girl at a party.
You go up to her and say:
"I am very rich. Marry me!" - That's Direct Marketing
You're at a party with friends and see a beautiful girl
One of your friends goes up to her and pointing at
you says:
"He's very rich. Marry him." - That's Advertising
You're at a party with friends and see a beautiful girl
One of your friends goes up to her and pointing at
you says:
"He's very rich. Marry him." - That's Advertising
You see a beautiful girl at a party.
You go up to her and get her telephone number.
The next day, you call and say:
"Hi, I'm very rich. Marry me." - That's Telemarketing
You see a beautiful girl at a party.
You go up to her and get her telephone number.
The next day, you call and say:
"Hi, I'm very rich. Marry me." - That's Telemarketing
UNDERSTANDING MARKETING PRINCIPLES..
You're at a party and see beautiful girl.
You get up and straighten your tie, you walk up to her
and pour her a drink, you open the door (of the car) for her
offer her ride and then say:
"By the way, I'm rich.
Will you marry me?” That's Public Relations
You're at a party and see beautiful girl.
You get up and straighten your tie, you walk up to her
and pour her a drink, you open the door (of the car) for her
offer her ride and then say:
"By the way, I'm rich.
Will you marry me?” That's Public Relations
You're at a party and see beautiful girl. She walks up to
you and says: "You are very rich! Can you marry me?"
- That's Brand Recognition
You're at a party and see beautiful girl. She walks up to
you and says: "You are very rich! Can you marry me?"
- That's Brand Recognition
You see a beautiful girl at a party.
You go up to her and say: "I am very rich. Marry me!
"
She gives you a slap on your face.
-That's Customer Feedback
You see a beautiful girl at a party.
You go up to her and say: "I am very rich. Marry me!
"
She gives you a slap on your face.
-That's Customer Feedback
UNDERSTANDING MARKETING PRINCIPLES..
You see a beautiful girl at a party. You go up to her and
before you say anything, another person come and tell her
:
"I'm rich. Will you marry me?" and she goes with him.
You see a beautiful girl at a party.
You go up to her and say: "I am very rich. Marry me!
"
And she introduces you to her husband.
- That's demand and supply gap
You see a beautiful girl at a party.
You go up to her and say: "I am very rich. Marry me!
"
And she introduces you to her husband.
- That's demand and supply gap
> - That's competition eating into your market share
You see a beautiful girl at a party. You go up to her and
before you say anything, another person come and tell her
:
"I'm rich. Will you marry me?" and she goes with him.
> - That's competition eating into your market share
You see a beautiful girl at a party. You go up to her and
before you say: "I'm rich, Marry me!" your wife arrives
. - That's restriction for entering new markets
You see a beautiful girl at a party. You go up to her and
before you say: "I'm rich, Marry me!" your wife arrives
. - That's restriction for entering new markets
A well chosen PRICE should do three things:
Achieve the financial goals of the firm
(eg.: profitability)
Fit the realities of the marketplace
(will customers buy at that price?)
Support a product's Positioning
and be consistent with the other variables
in the marketing mix.
Marketing mix
FACTORS WHICH INFLUENCE PRICING:
--Is it a unique product?
--Is it for the first time in the market?
--Are you directly involved in promotion/free goods?
--What is your competitors price?
--What price can the market accept?
--considered Exchange fluctuation?
--Are you planning Entry pricing?
--Freight /Loadability component ?
--Payment terms?
--Order quantity?
--Bank Charges?
Marketing mix
Pricing
factors
Fixed costs:
-Travelling
-Sales promotion
-Sampling
Risk Management:
-Exchange fluctuation
External factors:
-Affordability
-Market price
-Duty structure
Direct variables:
-Freight, Insur., ECGC ,Bank charges
Marketing mix
Benefits:
-DEPB
-Modvat
COMPETITORS PRICE
OUR DECISION TO MATCH OR LOW OR MORE
TRADE MARGIN
IMPORTERS MARGIN
CUSTOM DUTIES
CIF
OUR MARGIN
COST PRICE
Marketing mix
Any person coming into contact with customers
Can have an impact on overall satisfaction.
Whether as part of a supporting service to a
Product or involved in a total service,
they are Very important from
customer point of view.
Appointment of a
Country Manager from India
Can boost the confidence
And the sale too.
Marketing mix
Marketing mix
This is the process involved in providing
a service
and the behavior of people
Which can be crucial to
Customer satisfaction
Handling of a situation
KEEP IN TOUCH
ADOPTION OF PROFESSIONALISM
Unlike a product, a service
cannot be Experienced before it is delivered,
Which Makes it intangible.
This therefore means that
Potential customers should actually see
What a service would be like.
This is done by providing
physical evidence,
Such as case studies.
Marketing mix
CLINICAL
ABSTRACTS
VIDEO COVERAGE OF GOODS SENT
PHOTOGRAPHS OF PRODUCTS
COMPANY PERSONNEL
VISITING THE COUNTRY
Philosophy is the potential
8
th
P of marketing
Products or services should reflect the
Underlying philosophy of the organization.
It should also be clear what the philosophy
Behind the introduction of the particular
Product is, as well.
Marketing mix
One stop shop for all products
Innovative marketing company
Service beyond expectation
Innovative products
EFFECTIVE STRATEGIES
FOR EXPORT MARKETING
To Summarize……..
For a marketing Strategy
to be successful,
the mix of the Eight “ps”
must reflect the
wants and desires
of the CUSTOMERS
in the target market.
INDUS GROUP OF COMPANIES
TAKE YOUR
‘BRANDS”
I NTERNATI ONALLY
Special Thanks to…
IDMA & PHARMEXCIL

FUNDAMENTAL SIMILARITIES BETWEEN DOMESTIC & INTERNATIONAL BUSINESS OPERATIONS:

In terms of broad objectives and goals of the company, there are certain Similarities between domestic and international business: 1.Generating revenue 2.Corporate image building 3.Customer satisfaction and building loyalty 4.Carrying out their operations respecting and adhering to local regulations 5.Generation of employment opportunities.

EXPORT MARKETING vs DOMESTIC MARKETING ENVIRONMENT PLAN & STRATEGY CURRENCY INVESTMENT PROMOTION HUMAN RESOURCES LEGAL ASPECTS PRODUCT DEVELOPMENT RESEARCH ORGANISATIONAL VISION PRICING BUSINESS RISKS

DISTRIBUTION

COMPETITION

EXPORT MARKETING vs DOMESTIC MARKETING ENVIRONMENT The economic. The environment is not fully known. socio-cultural. competitive and technology environments ar e known. hence one can take the Necessary precautions. legal. political. Innumerable hidden factors which may emerge at any time to pose problems .

Only long term planning and strategy will work. .EXPORT MARKETING vs DOMESTIC MARKETING PLAN & STRATEGY Plans and strategies can be Worked out for short terms and Carried forward to long term. Strategic inputs are required in multiples.

EXPORT MARKETING vs DOMESTIC MARKETING COMPETITION The maximum domestic competitive forces ope rate and one can understand their movement. . International competitive forces play a vital role and it is very difficult to understand their motive and movement.

demand analysis and customer survey. Reliability criteria depends on Individual countries and there is no uniformity in the output. It is also reliable for business ventures. Very expensive and difficult to conduct. .EXPORT MARKETING vs DOMESTIC MARKETING RESEARCH It is reasonable and easy to conduct business research.

Level of competition for a specific product or service 3.Economic growth of the county 4. . insurance.CONSIDERATIONS OF VARIOUS ASPECTS BEFORE ENTERING A COUNTRY 1.Political & legal environments and their impact on business 6.Purchasing power of the people 5. 8.Availability of technical and non-technical work force.Socio-cultural background of the country.Current and potential size of the market 2.Infrastructure like banking. port facilities etc. 7.

PHARMACEUTICAL EXPORT MARKETING .

GENERICS OR BRANDED ? DEPENDS ON MARKET DEPENDS ON YOUR GLOBAL PARTNER DEPENDS ON YOUR STRENGTH TO MARKET DEPEND ON AVAILABILITY OF MARKETING MIX DEPENDS ON YOUR COMPANY’S VISION .

BRAND • %U DQG L D QDP HW P VL V\P ERO RUGHVL RUD V HU JQ  JQ FRP EL L RIW QDWRQ KHVH L HQGHG W L QW R GHQWI W JRRGV L\ KH DQG W GLI HQWDW W R IHU L H KHP IRP W U KRVH RIFRP SHWWRQ LL • %U DQG U GHV L FXVW HUV KHDG HVL Q RP • 3U RGXFWL VRP HW QJ V KL W L P DGH L D I RU KDW V Q DFW \ %U DQG L VRP HW QJ W L ERXJKWE\ FXVW HU V KL KDW V RP • $ SU RGXFWFDQ EH FRSL E\ FRP SHWW %U HG LRU DQG L XQL V TXH • $ SU RGXFWFDQ EH TXL \ RXW HG$ VXFFHVVI EU FNO GDW XO DQG L V WP HO L HVV .

WHY BRANDING IS IMPORTANT? •BETTER PROFITS •PRODUCT LIFE CYLE EXTENDED •CORPORATE IMAGE •EASY TO INTRODUCE MORE LINE EXTENSION •EASY TO INTRODUCE NEW PRODUCTS •EASY TO GO TO NEXT COUNTRY •PRODUCT EXPERIENCE GOES UP •BRAND-CUSTOMER RELATIONSHIP •COUNTRY IMAGE .

PHARMACEUTICAL EXPORT MARKETING .

PHARMACEUTICAL EXPORT MARKETING THE MARKETING CONCEPTS ARE THE KEY TO SUCCESSFUL EXPORTS …….reviewing other philosophies .

THE PRODUCTION CONCEPT The production concept prevailed from the time of the Industrial revolution until the early 1920’s. . The production concept was the idea that a firm should focus on those Products that it could produce most efficiently and that the creation of a Supply of low cost products would itself create the demand. The key questions that a firm would ask before producing a product were: CAN WE PRODUCE THE PRODUCT? CAN WE PRODUCE ENOUGH OF IT? Virtually everything that could be produced was sold easily by a sales team Whose job it was simply to execute transactions at a price determine by the Cost of production.

Before producing a product. but also would Try to convince customers to buy them through advertising and Personal selling. Companies not only would produce the products. mass production had become common. MARKETING WAS A FUNCTION THAT WAS PERFORMED AFTER THE PRODUCT WAS DEVELOPED AND PRODUCED AND MANY PEOPLE CAME TO ASSOCIATE MARKETING WITH HARD SELLING.THE SALES CONCEPT By the early 1930’s however. Competition had increased and there was little unfulfilled demand. . the goal simply was to beat the competition with little Regard to customers satisfaction. the key questions were: CAN WE SELL THE PRODUCT? CAN WE CHARGE ENOUGH FOR IT? The sales concept paid little attention to whether the product actually Was needed.

The key questions became: WHAT DO CUSTOMERS WANT? CAN WE DEVELOP IT WHILE THEY STILL WANT IT? HOW CAN WE KEEP OUR CUSTOMERS SATISFIED? In response to these discerning customers. the variety of products increased and hard selling no longer Could be relied upon to generate sales. customers could afford to be selective And buy only those products that precisely met their changing needs. which involves: FOCUSING ON CUSTOMER NEEDS. BEFORE DEVELOPING THE PRODUCT ALIGINING ALL FUNCTIONS OF THE COMPANY TO FOCUS ON CUSTOMERS . With increased discretionary income. firms began to adopt the Marketing concept.THE MARKETING CONCEPT After 1970.

COMMUNICATING AND DELIVERING VALUE TO CUSTOMERS AND FOR MANAGING CUSTOMER RELATIONSHIPS IN WAYS THAT BENEFIT THE ORGANIZATION AND ITS STAKEHOLDERS. .DEFINITION OF MARKETING AMA-1937 MARKETING CONSISTS OF THOSE ACTIVITIES INVOLVED IN THE FLOW OF GOODS AND SERVICES FROM THE POINT OF PRODUCTION TO THE POINT OF CONSUMPTION The AMA has since amended its definition to read: MARKETING IS AN ORGANIZATIONAL FUNCTION AND A SET OF PROCESSES FOR CREATING.

their size. • 7RW 3KDU D P DU RIW FRXQW\ JU W DO P NHW KH U RZ K • )XW H P DU SRW L XU NHW HQWDO • & RQWL L RIHDFK 7KHU UEXWRQ DSHXWF L VHJP HQW JU W RZ K • 7RS W FRP SDQL HQ HV JU W RZ K • 7RS W EU HQ DQGV DQG JU W RZ K • 7RS  EU DQGV L HDFK 7KHU Q DSHXWF VHJP HQWDQG JU W L RZ K DQGV • 1 HZ O DXQFKHV L O  \HDU DQG VXFFHVV RIEU Q DVW V • *U W DE HQGHUGRFXP HQW V—Z KDWVHOV L W FRXQW\" O Q KDW U . and their needs.Marketing Research The marketing concept relies upon Marketing research to define market Segments.

WHAT IS THIS MARKETING MIX? Marketing mix is a term used to denote the various components of the marketing strategy. PRODUCT PLACEMENT TARGET MARKET PRICING PROMOTION Egg Flour Sugar Milk .

EXTENDED MARKETING MIX? PEOPLE PRODUCT PROCESS PLACEMENT TARGET MARKET PRICING PROMOTION PHILOSOPHY PHYSICAL EVIDENCE .

and how much money to budget for each. Marketers depend on marketing research.SUCCESSFUL MARKETING PLAN For a marketing plan to be successful. . the mix of the Eight “ps” must Reflect the wants and desires of the consumers in the target market. A promotional mix specifies how much attention to pay to each of the eight subcategories. Marketers hope that this process will give them a competitive advantage. both formal and informal to Determine what consumers want and what they are willing to pay for it. The specification of these four + four variables creates a promotional mix or promotional plan.

.alu-alu.mg.measuringcup.compostion. A PRODUCT IS ANYTHING THAT CAN BE OFFERED TO A MARKET THAT MIGHT SATISFY A WANT OR A NEED.flavour. TRY TO BE DIFFERENT>>>>> Packing. Suppositories.satchet.Marketing mix IN MARKETING. Spoon.

Where should the product be available? Should distribution be exclusive. selective or extensive? .Marketing mix How to get the PRODUCT or SERVICE to the customer.

Promotion is comprised of subcategories: Personal selling POSITIONING Sales representative Non-personal selling Advertising Trade shows Direct selling Product placement .Marketing mix Promotion involves disseminating information about a PRODUCT / SERVICE / COMPANY.

Reaching the customers…… E-Marketing Exhibitions Sponsorshi p Word of Mouth ac P g in ag k city i ubl P in andis h Merc g The Marketing Comm.Mix t ec ting Dir rke Ma Corp. Identity Tele-marketing Sales Advertising .

. Marry me!" .That's Advertising You see a beautiful girl at a party. You go up to her and get her telephone number.That's Telemarketing . You see a beutiful girl at a party. I'm very rich.That's Direct Marketing You're at a party with friends and see a beautiful girl One of your friends goes up to her and pointing at you says: "He's very rich. The next day.UNDERSTANDING MARKETING PRINCIPLES. you call and say: "Hi." . Marry me. You go up to her and say: "I am very rich." . Marry him.

Will you marry me?” That's Public Relations You're at a party and see beautiful girl. You get up and straighten your tie. you walk up to her and pour her a drink.UNDERSTANDING MARKETING PRINCIPLES. She walks up to you and says: "You are very rich! Can you marry me?" . you open the door (of the car) for her offer her ride and then say: "By the way. Marry me! " She gives you a slap on your face..That's Brand Recognition You see a beautiful girl at a party. You go up to her and say: "I am very rich. I'm rich. You're at a party and see beautiful girl. -That's Customer Feedback .

Marry me! " And she introduces you to her husband. Marry me!" your wife arrives .That's restriction for entering new markets . another person come and tell her : "I'm rich. . Will you marry me?" and she goes with him. You go up to her and say: "I am very rich. You go up to her and before you say anything. .That's competition eating into your market share You see a beautiful girl at a party.That's demand and supply gap You see a beautiful girl at a party.UNDERSTANDING MARKETING PRINCIPLES. You go up to her and before you say: "I'm rich. > .. You see a beautiful girl at a party.

: profitability) Fit the realities of the marketplace (will customers buy at that price?) Support a product's Positioning and be consistent with the other variables in the marketing mix.Marketing mix A well chosen PRICE should do three things: Achieve the financial goals of the firm (eg. .

Marketing mix FACTORS WHICH INFLUENCE PRICING: --Is it a unique product? --Is it for the first time in the market? --Are you directly involved in promotion/free goods? --What is your competitors price? --What price can the market accept? --considered Exchange fluctuation? --Are you planning Entry pricing? --Freight /Loadability component ? --Payment terms? --Order quantity? --Bank Charges? .

.Marketing mix Direct variables: -Freight.Bank charges External factors: -Affordability -Market price -Duty structure Fixed costs: -Travelling -Sales promotion -Sampling Pricing factors Risk Management: -Exchange fluctuation Benefits: -DEPB -Modvat . ECGC . Insur.

Marketing mix COMPETITORS PRICE OUR DECISION TO MATCH OR LOW OR MORE TRADE MARGIN IMPORTERS MARGIN CUSTOM DUTIES CIF OUR MARGIN COST PRICE .

Whether as part of a supporting service to a Product or involved in a total service. Appointment of a Country Manager from India Can boost the confidence And the sale too. they are Very important from customer point of view. .Marketing mix Any person coming into contact with customers Can have an impact on overall satisfaction.

Marketing mix This is the process involved in providing a service and the behavior of people Which can be crucial to Customer satisfaction Handling of a situation KEEP IN TOUCH ADOPTION OF PROFESSIONALISM .

Marketing mix Unlike a product. Which Makes it intangible. VIDEO COVERAGE OF GOODS SENT PHOTOGRAPHS OF PRODUCTS COMPANY PERSONNEL VISITING THE COUNTRY . This therefore means that Potential customers should actually see What a service would be like. a service cannot be Experienced before it is delivered. Such as case studies. CLINICAL ABSTRACTS This is done by providing physical evidence.

It should also be clear what the philosophy Behind the introduction of the particular Product is. as well.Marketing mix Philosophy is the potential 8th P of marketing Products or services should reflect the Underlying philosophy of the organization. Innovative marketing company Service beyond expectation Innovative products One stop shop for all products .

. For a marketing Strategy to be successful. the mix of the Eight “ps” must reflect the wants and desires of the CUSTOMERS in the target market..EFFECTIVE STRATEGIES FOR EXPORT MARKETING To Summarize…….

INDUS GROUP OF COMPANIES TAKE YOUR ‘BRANDS” INTERNATIONALLY Special Thanks to… IDMA & PHARMEXCIL .

Sign up to vote on this title
UsefulNot useful