MOOC TEA Report

Sector: Manufacturing

Submitted To

Shree Chanakya Education Society’s Indira

Institute of Management, Pune

Under the guidance of Prof. Ajay Varade

ACADEMIC YEAR 2022 - 2023

Submitted by

Roll No Name

M B 02 Ajinkya Sanjay Shinde

M B 03 Akshay Narendra Pawar

M B 04 Akshay Premdas Rathod

M B 05 Anjali Shivpalsingh Gaherwar

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 M B 06 Ankita Arun Wadhe

Contents
Marketing Mix: Manufacturing Sector 3

Product 3

Price 3

Place 4

Promotion 5

Application of Digital Marketing, SEO & Google Tools in the manufacturing sector 6

Digital Marketing 6

SEO in the manufacturing sector 7

Google Tools in the manufacturing sector 8

Application of Social Media Marketing Mix Fundamentals in manufacturing sector 9

Developing Marketing Plan in the manufacturing sector 10

Situation Analysis 10

Objectives 11

Marketing Budget 14

Implementation 14

Evaluation and Control 14

How will we develop Marketing Team to fulfil our Marketing in the manufacturing sector14

CERTIFICATES (of all members of the team) 18

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Marketing Mix: Manufacturing Sector
The marketing mix is a framework that outlines the key elements of a marketing plan. It
consists of four elements: product, price, promotion, and place. These elements, also known
as the four Ps.

Product
Product refers to the physical good or service that is being sold to customers. In the
manufacturing sector, this includes the physical goods that are produced, such as machinery,
electronics, consumer goods, etc. The product must meet the needs and desires of the target
market and have a unique selling proposition. Product development is a critical component of
the marketing mix and involves designing and producing a product that meets the needs of
customers. This includes research into customer needs and wants, design and development of
prototypes, testing, and refinement of the product.

In the manufacturing sector, product features and benefits are often key selling points. For
example, a manufacturer may promote the energy efficiency of its products, or the durability
and reliability of its machinery. Product design and packaging are also important factors, as
these can influence customer perception and purchase decisions. To remain competitive,
manufacturers must also continually evaluate and improve their products. This may involve
making changes to the product design, incorporating new technologies, or adding new
features and benefits.

Overall, product is an important component of the marketing mix, as it is the primary focus of
the customer. A successful product must meet the needs of the target market and have a
unique selling proposition in order to stand out in a crowded marketplace.

Price
Price refers to the amount that a customer pays for a product or service. In the manufacturing
sector, the price of a product is determined by a number of factors, including production
costs, competition, and consumer demand. The price must be set at a level that will allow for
profitability while still appealing to customers. In the manufacturing sector, prices may be

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influenced by economies of scale, production efficiency, and technological advancements.
For example, a manufacturer may be able to produce products more efficiently, which could
lower production costs and allow for a lower price. On the other hand, the cost of raw
materials and other inputs may increase, which could lead to higher prices.

In addition to production costs, the competition in the market can also influence pricing.
Manufacturers must consider the prices of competitors when setting their own prices. If
competitors are offering similar products at a lower price, the manufacturer may need to
lower its prices in order to remain competitive. Finally, consumer demand also plays a role in
pricing. Manufacturers must consider the demand for their products and set prices
accordingly. For example, if demand is high, the manufacturer may be able to charge a higher
price, while if demand is low, it may need to lower prices in order to generate sales.

Hence, price is an important element of the marketing mix in the manufacturing sector.
Manufacturers must consider a range of factors when setting prices, including production
costs, competition, and consumer demand, in order to ensure that their products are
competitively priced and appealing to customers.

Place
Place, also known as distribution, refers to the channels through which products are made
available to customers. In the manufacturing sector, this includes the physical locations where
products are sold, as well as the online platforms and distributors that are used to get the
product to the customer. Place is a critical component of the marketing mix, as it affects both
the availability of the product and the customer's ability to purchase it. In order to reach its
target market, a manufacturer must ensure that its products are available in the right locations
at the right time.

In the manufacturing sector, there are a number of different distribution channels that can be
used, including:

1. Direct sales: The manufacturer sells its products directly to customers, either through
its own retail locations or through e-commerce sites.
2. Wholesale: The manufacturer sells its products to wholesalers, who then sell the
products to retailers.
3. Retail: The manufacturer sells its products to retail stores, which then sell the products
directly to customers.

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 4. Online sales: The manufacturer sells its products through e-commerce sites or online
marketplaces, such as Amazon or eBay.

When deciding on a distribution strategy, manufacturers must consider factors such as the
target market, the nature of the product, and the competition. For example, a manufacturer of
high-tech electronics may choose to sell its products directly to customers, while a
manufacturer of consumer goods may sell its products through retail stores.

Place is an important element of the marketing mix in the manufacturing sector, as it affects
both the availability of the product and the customer's ability to purchase it. By carefully
choosing the right distribution channels, manufacturers can ensure that their products are
reaching their target market in the most effective way possible.

Promotion
Promotion refers to the various marketing communication tools and strategies that are used to
inform, persuade, and remind customers about a product or service. In the manufacturing
sector, promotion is used to increase awareness of the product, generate interest, and
ultimately drive sales.

There are several elements of promotion, including:

1. Advertising: The use of paid media, such as television, print, or online advertising, to
reach a large audience and increase awareness of the product.
2. Sales promotion: Short-term marketing strategies, such as discounts or special offers,
designed to encourage customers to make a purchase.
3. Public relations: Building and maintaining relationships with key stakeholders, such
as customers, suppliers, and the media, to enhance the reputation of the product and
the company.
4. Personal selling: Direct interaction with customers through face-to-face sales calls or
other forms of direct communication, such as telemarketing or email marketing.
5. Sponsorship and events: Sponsoring or hosting events, such as trade shows or sports
events, to promote the product and build brand awareness.

In the manufacturing sector, promotion is a critical component of the marketing mix, as it

helps to differentiate the product from competitors and create a positive image in the minds
of customers.

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So promotion is an important element of the marketing mix in the manufacturing sector, as it
helps to inform, persuade, and remind customers about the product and ultimately drive sales.
By effectively utilizing a range of promotion tools and strategies, manufacturers can increase
awareness of their products and build a positive image in the minds of customers.

Application of Digital Marketing, SEO & Google Tools in the

manufacturing sector
Digital Marketing
Website optimization: Optimizing the company's website to improve its search engine
ranking, attract more relevant traffic, and increase conversions.

E.g. John Deere, a manufacturer of agricultural and construction equipment, uses digital
marketing to reach customers and promote its products, including a robust website with
detailed product information. They also share content about sustainable agriculture and the
use of technology in farming on their website.

Email marketing: Sending targeted and personalized emails to the company's mailing list to
promote products, offer discounts, and share news and updates.

E.g. Bosch, a leading manufacturer of automotive and industrial products, uses email
marketing to engage their existing customer base and keep them updated regarding the newly
added products in product portfolio.

Content marketing:

Case Studies: Sharing case studies and real-life examples of how a manufacturing company's
products or services have helped customers solve specific problems or meet specific needs.

Product Demos and Tutorials: Creating product demos and tutorials that show customers how
to use a manufacturing company's products effectively, including videos, images, and written
instructions.

Industry Insights and Thought Leadership: Sharing industry insights and thought leadership
content that helps establish the manufacturing company as a subject matter expert in their
field and position them as a trusted resource for their target audience.

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Blog Posts: Writing blog posts that provide valuable information and insights on topics
related to the manufacturing industry and the products or services the company offers.

Infographics: Creating infographics that visually communicate complex information about

the manufacturing process, products, and services in a way that is easy to understand and
engaging.

Webinars: Hosting webinars that provide in-depth information and insights on specific topics
related to the manufacturing industry and the products or services the company offers.

Paid advertising: Running targeted advertising campaigns on search engines and social media
platforms to reach a wider audience and drive conversions.

Social media marketing: Engaging with customers and promoting the brand through social
media channels such as LinkedIn, Facebook, and Twitter.

GE Appliances: Sharing behind-the-scenes factory tours on Instagram to showcase the

manufacturing process and company culture.

Ford Motor Company: Using Facebook and Twitter to share updates on new vehicle releases
and to connect with customers.

Bosch: Leveraging Instagram to showcase their innovative products and the manufacturing
process through visually appealing photos and videos.

Whirlpool Corporation: Utilizing influencer partnerships and user-generated content on

Instagram to showcase the company's products in real-life scenarios.

3M: Using LinkedIn to showcase their research and development efforts and to educate
customers about their products and services.

Search engine optimization (SEO): Improving the visibility of the company's website in
search engine results pages by optimizing its content and technical structure.

Video marketing: Creating and sharing engaging and informative videos to promote the brand
and its products.

E.g. Caterpillar Inc.: Sharing product demonstrations on YouTube and LinkedIn to educate
customers about the company's heavy equipment.

By using these strategies, manufacturing companies can improve their online presence, reach
a wider audience, and increase sales and conversions.
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SEO in the manufacturing sector
Search Engine Optimization (SEO) is the process of improving a website's visibility and
ranking in search engine results pages (SERPs). In the manufacturing sector, SEO can help
manufacturers:

Reach their target audience: By optimizing their website for relevant keywords,
manufacturers can increase their visibility to potential customers searching for products or
services in their industry.

Increase website traffic: Higher visibility in search engines leads to increased website traffic,
which can help drive sales and lead generation.

Establish credibility: Ranking well in search results can help establish a company as a
credible source in their industry, which can increase trust among potential customers.

Stay ahead of the competition: SEO helps manufacturers stay competitive in their industry by
improving their website's visibility and ranking compared to their competitors.

Improve the user experience: By optimizing their website for search engines, manufacturers
can also improve the user experience by providing a faster, more organized, and easy-to-use
website.

Google Tools in the manufacturing sector

Website Analytics: Google Analytics can be used to track website traffic, monitor user
behaviour, and measure the effectiveness of marketing campaigns. This can help
manufacturers better understand their target audience and optimize their online presence.

Search Engine Optimization: Google Search Console can help manufacturers monitor their
website's search engine performance, including search traffic, indexed pages, and crawl
errors. This information can be used to improve the website's visibility and rankings in search
engines.

Local SEO: Google My Business can be used to manage a company's online presence across
Google, including search and maps. This can help improve the company's visibility in local
search results and reach potential customers in specific geographic locations.

Online Advertising: Google AdWords can be used to target potential customers through
search and display ads. This can help manufacturers reach their target audience and drive
traffic to their website.

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Market Research: Google Trends can be used to analyse search data to understand consumer
interests and market trends. This can help manufacturers make informed decisions about
product development and marketing strategies.

Tag Management: Google Tag Manager can be used to simplify website tracking by allowing
manufacturers to manage tags in one place. This can help streamline the tracking process and
provide more accurate data for analysis.

User Experience Optimization: Google Optimize can be used to perform A/B testing and
personalization to improve the website's user experience and conversion rates. This can help
manufacturers provide a better experience for their target audience and drive more sales.

Application of Social Media Marketing Mix Fundamentals in

manufacturing sector
● Market reach expansion: Social media platforms allow manufacturers to reach a larger
audience and promote their products to a wider market.
● Brand Awareness: social media can help to build brand recognition, increase brand
awareness and establish a positive brand image.
● Customer engagement: Manufacturers can interact with their customers, respond to
queries and feedback, and improve customer satisfaction through social media.
● Product launches and promotions: Manufacturers can launch new products and
promote sales through social media platforms.
● Industry thought leadership: Manufacturers can showcase their expertise and thought
leadership by sharing informative content and thought-provoking articles on their
social media channels.
● Influencer marketing: Collaborating with influencers on social media can help
manufacturers reach a new, targeted audience and improve brand credibility.

Application of social media tools:

1. LinkedIn: LinkedIn is a professional networking platform that is well suited for B2B
marketing, manufacturers can use it to connect with potential customers, partners, and
industry influencers.
2. Facebook: Facebook is a versatile platform that can help manufacturers connect with
customers and build brand awareness through creative content, sponsored posts, and
Facebook Ads.

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 3. Instagram: Instagram is a visual platform that can help manufacturers showcase their
products, processes, and culture. They can also collaborate with influencers, use
hashtags, and post product demonstrations and tutorials.
4. Twitter: Twitter is a real-time platform that can help manufacturers keep up with
industry trends and participate in conversations with customers, partners, and
influencers.
5. YouTube: YouTube is a video platform that can help manufacturers showcase their
products and services, demonstrate their expertise, and create tutorials and how-to
videos.
6. Pinterest: Pinterest is a visual search engine and can help manufacturers create boards
and pins to showcase their products and inspire customers.

Developing Marketing Plan in the manufacturing sector

The purpose of this marketing plan is to develop a comprehensive strategy for the

manufacturing sector that leverages the company's strengths and capitalizes on market.

opportunities. The plan outlines the market overview, SWOT analysis, target customer.

segments, product analysis, marketing objectives, marketing mix, budget, and

implementation

plan. The overall goal is to increase sales, improve brand recognition, and achieve a
significant

market share in the target market

Situation Analysis
Market Overview

• Analyse the overall market conditions, including the size and growth of the market,

current trends, and competition.

• Identify the key drivers and challenges of the market and the potential opportunities for

growth.

SWOT Analysis

• Conduct a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of the

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company to identify its internal and external factors that could impact the marketing

plan.

• Use the results of the SWOT analysis to inform the overall marketing strategy.

Customer Segmentation

• Identify the target customers based on their demographics, psychographics, and buying

behaviour.

• Segment the customers into different groups based on common characteristics and

needs.

Product Analysis

• Evaluate the existing products and their positioning in the market.

• Determine the strengths and weaknesses of the products and identify opportunities for

improvement or expansion.

Objectives
Clearly define the overall goals and objectives of the marketing plan, including sales and

market share targets, customer acquisition, and brand recognition.

Establish SMART (specific, measurable, achievable, relevant, and time-bound) goals for each

aspect of the marketing plan.

Marketing Mix

The marketing mix is a key component of a successful marketing plan and is comprised of
the

4 P's: product, price, place, and promotion. The following marketing mix plan outlines the

strategies and tactics for each of the 4 Ps for the manufacturing sector.

Product

Product Strategy

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The product strategy for the manufacturing sector should focus on improving existing
products

and developing new products that meet changing customer preferences and market needs.
This

can be achieved through increased investment in research and development, collaboration

with

customers and suppliers, and leveraging technology to improve production efficiency and

product design. The goal is to offer a diversified product portfolio that is recognized for its

quality, reliability, and sustainability.

Product Features:

• High-quality materials and manufacturing processes.

• Innovative design and features that meet customer needs.

• Efficient and reliable performance.

• Sustainable and environmentally responsible manufacturing processes.

Product Line

The product line should be expanded to include new products that meet changing customer

preferences and market needs. This can be achieved through research and development,

collaboration with customers and suppliers, and leveraging technology. The goal is to offer a

comprehensive product portfolio that covers a broad range of applications and markets.

Price

Pricing Strategy

The pricing strategy for the manufacturing sector should balance the need to remain

competitive with the need to achieve a fair profit margin. This can be achieved through
careful

consideration of costs, market trends, and customer preferences. The goal is to offer

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competitive prices that reflect the value of the products and the brand.

Pricing Tactics

• Regularly review and adjust prices based on market trends and competition.

• Offer discounts for volume purchases to encourage repeat business.

• Consider offering different pricing tiers for different customer segments.

• Offer promotional pricing for new products and special promotions.

Place

Distribution Strategy

The distribution strategy for the manufacturing sector should leverage the existing
distribution

network and partnerships with key suppliers. The goal is to ensure that products are readily

available to customers when and where they need them. This can be achieved through the use

of direct and indirect channels, e-commerce, and strategic partnerships.

Distribution Tactics

• Expand the distribution network to cover new markets, both domestic and international.

• Develop partnerships with key suppliers and distributors.

• Offer a range of ordering and delivery options, including online and mobile ordering.

• Use technology to improve the efficiency and reliability of the supply chain.

Promotion

Promotion Strategy

The promotion strategy for the manufacturing sector should focus on building brand

recognition, creating customer loyalty, and promoting the benefits of the products. This can
be

achieved through a mix of traditional and digital marketing channels, including advertising,

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public relations, events, and social media. The goal is to create a consistent brand message
that

resonates with the target customer segments and differentiates the brand from the
competition.

Promotion Tactics

• Develop a strong brand message that highlights the quality, reliability, and

sustainability of the products.

• Use traditional advertising channels, such as print, radio, and television.

• Utilize digital marketing channels, such as email, social media, and search engine

marketing.

• Leverage public relations to build brand recognition and credibility.

• Participate in trade shows and events to showcase the products and interact with

customers.

Marketing Budget
• Allocate a budget for each aspect of the marketing mix, taking into consideration the

goals and objectives, competition, and overall market conditions.

• Determine the most effective and efficient use of the budget to achieve the marketing

objectives.

Implementation
Develop an implementation plan that outlines the steps to be taken to execute the marketing

plan, including the roles and responsibilities of each team member. Establish a system to

monitor and evaluate the results of the marketing plan and make necessary adjustments.

Evaluation and Control

Regularly track the results of the marketing plan and compare them to the goals and
objectives.

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Make necessary adjustments to the plan based on the results and feedback from the
customers.

Continuously monitor the market conditions, competition, and customer needs and
preferences

and make necessary changes to the marketing plan accordingly.

How will we develop Marketing Team to fulfil our Marketing in

the manufacturing sector
1. Social Media Team:

Skills needed: Firstly for any industry we need to make people aware about the products and
services a company is offering, so nowadays social media will be the best option you can go
with.

Skill Sets required: Content creation, graphic design, basic SEO knowledge, social media
management, project management.

The social media team will create and execute social media marketing efforts for the
manufacturing company. This team will have knowledge of how to make engaging content to
drive brand awareness, generate leads, and connect with audiences.

So the people who have these skill sets can be a good fit for this team.

Teams also need to be comfortable with customer service, as social media teams will be the
ones responding to customers who engage through social media tags or posts of the
manufacturing company. They will also be communicating to customers through content
copy, blog posts, and comment sections, so an understanding of the company voice and ideal
customer is key.

Marketing teams for manufacturing companies can structure their social media team by
having specialists and managers to lead and oversee social media strategy, as well as roles for
day-to-day social media activities, such as creating Instagram Stories and Posts, video editing
for Facebook, and content management for the products for that specific manufacturing
company.

Potential roles
● Account Manager

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● Head Account Manager
● Content Creator
2. Search Engine Optimization Team:
Skill Sets required: Writing, editing, problem-solving, experience with programming and
technical thinking, analytics, spreadsheets, drive, the ability to adapt.

The SEO team will mainly be driving traffic to the webpages of the manufacturing company
by optimizing content and ensuring the specific brand is aware of the keywords necessary to
rank on the SERPs for topics related to your product or service. Occasionally, they're also
required to lend expertise to make business decisions. To accomplish these goals, SEO teams
need to be made up of individuals with strong technical, programming, and writing skills,
which can help the manufacturing company to boost their traffic.

In addition, SEO specialists should be fluent in analytics software to ensure they're able to
incorporate the lessons from those metrics into their overall strategy.

Potential roles
● SEO Strategist
● Senior SEO Strategist
● Optimization Specialist
3. Acquisition Team : This team is one of the most important teams for manufacturing
companies because most of the profits are made by this team.

Skill sets required: Customer service, excellent written and verbal communication, customer-
obsession, solution-driven mindset, collaborative and approachable spirit, attention to detail.

Acquisition hires are the first contact with customers because they will introduce audiences to
the manufacturing brand. The acquisition team will communicate to the customer as a
representative and advocate for the manufacturing company, and need excellent customer-
facing skills and company knowledge to do so.

Potential roles
● Lead Acquisition Specialist
● Customer Acquisition Specialist
● Content Acquisition Manager
● Acquisition Editor

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4. Product Marketing Team: This team is another important team for manufacturing
companies as it gives the knowledge about different products which a manufacturing
company is offering.

Skill sets required: Research, analysis, strategic planning, cross-functionality, writing,

customer service, a creative problem-solving mindset, technical knowledge, pricing strategy,
and solving for the customer.

Product marketers for manufacturing companies will identify target audiences to

communicate with through product pages and ad copy. In addition, product marketers need to
be star planners with keen attention to detail, as they will be planning the campaigns for the
manufacturing products.

Potential roles
● Brand Specialist
● Product Manager
● Product Marketing Manager
5. Content Creation Team:

This team will act as a mirror for the manufacturing products, as it will directly address and
create the brand and product awareness, and tells each and every thing about the
product,starting from the benefits to usage process.

Skills needed: Writing, editing, organization, creative problem-solving, multimedia

production, photography, graphic design, spirit of collaboration.

This team will be the go-to for production of high-quality multimedia assets for the
manufacturing company, including podcasts, videos, ebooks, or other materials as needed.

They may have to work on projects with other teams to make sure the messaging is correct,
so the content creators should be ready to collaborate with others.

Potential roles
● Jr. Content Creator
● Content Creator
6. Web Design Team :

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Skills needed: Programming, Creative Suite programs, interpersonal communication, Website
and email design, user-experience orientation, content management software, understanding
of web standards and best practices, SEO

They will be the point-of-contact for someone who runs into a problem on the company's
website, and should be able to fix any technical issues that may arise. We should trust our
web design team to create a user-experience that keeps customers coming back.

Potential roles
● Designer
● Web Developer
● Senior Web Developer

CERTIFICATES (of all members of the team)

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