INTRO TO

MARKETING
- Niche, IIM Ahmedabad
 What is Marketing?

https://in.pinterest.com/pin/117093659032008242/
https://www.ihaveapc.com/2012/06/efficient-tech-support-funny/
 The Best Marketer?

https://pragmaticstartup.wordpress.com/2013/01/13/how-to-hire-a-programmer-when-youre-not-a-programmer/
https://xkcd.com/1327/
 The Basic Explanation
• Marketing

• Identifying user needs

• Value identification

• Creating a product to satisfy the needs

• Try to understand the competition and position the product

• Segmentation and Targeting

• Communicating the value to customers

In a Nutshell…
 Sales?

Sales is one activity of the Marketing process

Sales concept Marketing concept

• Act of completion of activity • Strategic

• Historical perspective • Forward looking

• Revenue center • Consumer oriented

• Bottom-line based
• Top-line based
 Roles

1. Brand Management

2. Sales and Distribution

 Brand Management
• Understanding core of the brand

• Competitor Analysis

• Brand Management

• Segmentation, Targeting and Positioning of brand

• Communication to enable top of mind recall

• Conceptualize and implement brand strategy

• Building Brand equity

• Brand Management

• Brand Health check

• Optimizing marketing vehicles

 Sales and Distribution
• Responsible for the topline/ bottomline
growth for a region
• Head of state for a particular category
• Sales and Distribution
• Relationship management
▪ Interact with Territory leader
and area managers to push them
to sell
▪ Interact with customers to sell
the product
• Set targets and fulfill them
• Category Management
▪ Category is a set of discrete
groups of similar or relevant
products
▪ enable collaboration between
retailer and supplier
▪ Focus on increasing the turnover
of the category
• Channel feedback
• Appraisal of Sales force
• Hands on work : High pressure :month
end
 Skills for Interview
• Consumer Centric thinking

• Awareness : products and brands

• Ability to analyze marketing campaigns

• Creative and innovative thinking

• Marketing plan development

• Marketing Fundamentals

• Be warned: HR heavy interviews

Thank You