MARKETING MANAGEMENT

Class 12
PROJECT ON
CRISPY CRUNCHY
 INTRODUCTION OF TOPIC

• CHILDRENS LOVE TO EAT SWEET

THINGS AND I WANT TO BECOME A
VERY POPULAR AMONG CHILDRENS
ALL OVER THE WORLD.FOR THIS I
WANT TO PREPARE A PRODUCT ie
LOVED BY CHILDRENS AS WELL AS
ADULT.
MY PRODUCT IS
CHOCLATE
 MARKETING MANAGEMENT
• Marketing management refers to planning,
organising, directing and control of the
activities which facilitate exchange of goods
and services between producers and consumers
or users of products and services.
 MARKETING MIX
• Marketing Mix is a set of marketing tools that
the firm uses to pursue its marketing objectives
in a target market. The variables or elements of
marketing mix have been classified in to four
categories, popularly known as four Ps of
marketing viz., Product, Price, Place and
Promotion. These elements are combined to
create an offer.
 PRODUCT
• In common the word ‘product’, is used to refer only to
the physical or tangible attributes of a product.
• In marketing, product is a mixture of tangible and
intangible attributes, which are capable of being
exchanged for a value, with ability to satisfy
customer needs.
 PRICE
• Price may be defined as the amount of
money paid by a buyer or received by a
seller in consideration of the purchase of a
product or service.
• There are two types of strategies to fix the
price of product
• A. Price Penetration
• B. Price Skimming
 Physical Distribution
• There are two important decisions relating to this
aspect one regarding physical movement of goods and
two, regarding the channels.
• Channels of Distribution are set of firms and
individuals that take title, or assist in transferring
title, to particular goods or services as it moves from
the producers to the consumers.
 packaging
• The act of designing and producing the container or
wrapper of a product is referred as packaging. There
can be three different levels of
packaging.
Primary package,
Secondary packagE,
Transport package.
 Types of Channels
(I) Direct distribution
(II) Indirect Distribution Channels include
i. Manufacturer - Retailer – Consumer
(One Level Channel)
ii. Manufacturer -
Wholesaler - Retailer- Consumer
(Two Level Channel)
iii. Manufacturer - Agent- Retailer- Consumer (Three Level
Channel)
 Promotion
• Promotion refers to the use of communication with
the twin objective of informing potential customers
about a product and persuading them to buy it. There
are four major tools, or elements of promotion mix,
which are
• (i) Advertising, (ii) Personal Selling,
• (iii) Sales Promotion, and (iv) Publicity.
 TAGLINE

SLICKY AND...
YUMYYY....
 MARKETING STRATEGY
• ADVERTISING:
TELEVISION
PRINT MEDIA
HOARDINGS
• SALES PROMOTION:
CONSUMER SALES PROMOTION
TRADE SALES PROMOTION
 4 P’S OF MARKETING MIX IN MY
PRODUCT
• PRICE
–ALLOWANCES AND DEALS
–DISTRIBUTION AND RETAILER
MARK-UPS
–DISCOUNT STRUCTURE
–LOW COST FOR BASIC PRODUCT
–PREMIUM SEGMENT
• PRODUCT
–BEST QUALITY
–INNOVATIVE FEATURES
–FLAVOURS
–BRANDS AND SERVICES
• PROMOTION
–ADVERTISING
–SALES PROMOTION
–PUBLICITY
–SPECIAL FESTIVE
ARRANGEMENTS
• PLACE
–CHANNELS OF DISTRIBUTION
–OUTLET LOCATION
–SALES TERRITORIES
–WAREHOUSING SYSTEM
SWOT ANALYSIS
• STRENGHT
A. STRONG BRAND NAME
B. EXCELLENT ADVERTISING AND VISIBILITY
C. GOOD PRODUCT DISTRIBUTION AND
AVAILABILITY
D. LOTS OF FLAVORS AND VARIETIES AVAILABLE
WEAKNESS:
A.FOOD PRODUCTS HAVE A LIMITED SHELF LIFE.
 STP OF CHOCOLATE
• SEGMENT: PEOPLE WANTING TO HAVE A
SWEET BITE

• TARGET GROUP: ALL PEOPLE IN THE UPPER

AND MIDDLE CLASS

• POSITIONING: FEELS GOOD BETTER

OPPORTUNITY AND THREAT
OPPORTUNITY:
A. TIE-UPS WITH CORPORATES
B. CHEAPER PACKETS FOR RURAL
AREAS.
THREATS:
A.HEALTH CONSCIOUS PEOPLE
AVOIDING SWEET.
B. HONEY
 CONCLUSION
• OUR CUSTOMERS ARE HIGHLY LOYAL
TOWARDS THE PRODUCT.
• THE AD WITH ACTRESS ENDORSING HAD A
HIGHER BRAND RECALL.
• THANX FOR WTACHING THIS
PRESENTATION I HOPE YOU LIKE IT........
please

SHARE WITH YOUR FREINDS......

for More detail you can mail me at :
vaid.chavi@gmail.com