Class 7

Class – 07 (17-01-2024)
Unit –C & D
Types of Marketing
Advertising Strategy
Advertisement
An advertisement (or "ad" for short) is anything that draws good attention towards
these things. It is usually designed by an advertising agency for a sponsor or brand
and made public by various media. Ads appear on television, radio, newspapers,
magazines and billboards in streets and cities.

 ATTENTION
 ATTENTION
 ATTENTION
Advertisement Strategies
An advertising strategy is a plan to reach and persuade a customer to buy a
product or a service. Your strategies of advertising require creative thinking
and testing.
Objectives
Introduce a product
Introduce a brand
Awareness creation
Increase sales
Create Desire
To Remind
Differentiation and value creation

Steps to devolve Advertisement Strategies
1.Identifying the target audience
2.Determining the role of advertising
3.Setting advertising objectives and budget size
4.Selecting the creative strategy
5.Determining the media and programming schedule
6.Implementing the advertising program
7.Measuring its effectiveness

Type of Advertisement Strategies
 Social Media Networks Conversational Marketing
 Paid Media Advertising Earned Media/PR
 Internet Marketing Storytelling
 Email Marketing Point-of-Purchase (POP) Marketing
 Direct Selling Co-Branding and Cause Marketing

Social Media Networks
Conversational
Marketing
Earned Media
Point of Purchase Marketing
Co-Branding
Louis Vuitton with BMW

Co-Branding
Co-Branding
Environmental Analysis
Environmental analysis is a strategic tool. It is a process to identify all the external
and internal elements, which can affect the organization’s performance. The
analysis entails assessing the level of threat or opportunity the factors might
present.
These evaluations are later translated into the decision-making process. The
analysis helps align strategies with the firm’s environment.
Techniques of Environmental Analysis

ETOP (Environmental Threat and Opportunity Profile Analysis)
QUEST (Quick Environmental Scanning Technique Analysis)
SWOT Analysis
PEST Analysis
ETOP Analysis
ETOP analysis (Environmental Threat and Opportunity Profile) is the process by
which organizations monitor their relevant environment to identify opportunities
and threats affecting their business for the purpose of taking strategic decisions.
How to prepare an ETOP
ETOP Profile
ETOP Example
QUEST Analysis
QUEST stands for the Quick Environmental Scanning Technique. This technique is
designed to analyze the environment quickly and inexpensively so that businesses can
focus on critical issues that have to be addressed in a short span.

Four Steps QUEST Analysis
 Strategists make observation about the major events and trends in their industry.
 Then they speculate on a wide range of important issues that might effect the future of their
organizations by scanning the environment broadly and comprehensively.
 The QUEST director prepares a report summarizing the major issues and their implications, and
3 to 5scenarios incorporating the major themes of the discussion.
 The report and scenarios are reviewed by a group of strategists who identify feasible strategic
options to deal with the evolving environment. The options are then ranked.
SWOT Analysis
SWOT analysis stands for strengths, weaknesses, opportunities and threats
analysis of a business environment. Strengths and weaknesses are an
organization’s internal factor while threats and opportunities are considered as
external factors.
PEST Analysis
PEST technique for a firm’s environmental scanning includes analysis of political,
economic, social, and technical factors of the environment.
P for Political factors

 Government policies
 Taxes laws and tariff
 Stability of government
 Entry mode regulations
E for Economic factors

 The inflation rate
 The interest rate
 Disposable income of buyers
 Credit accessibility
 Unemployment rates
 The monetary or fiscal policies
S for Social factors
 The cultural implications
 The gender and connected demographics
 The social lifestyles
 The domestic structures
 Educational levels
 Distribution of Wealth
T for Technological factors

 New discoveries
 Rate of technological obsolescence
 Rate of technological advances
 Innovative technological platforms
Market Implementation
Marketing Implementation
Marketing implementation is the process of turning your marketing strategy into
real-life actions: tasks and projects, people responsible for them, and deadlines.
How to Implement Marketing plan
Set the right expectations.
Build the team and secure resources.
Communicate the plan.
Build out timeline and tasks.
Set up a dashboard for tracking success.
Monitor and check-in regularly.
Be willing to adapt.
Communicate results and celebrate success!

Set the Right Expectations
Marathon
Sprint
Build the team and secure resources
Communicate the Plan
Build out timeline and tasks

Set up a dashboard for tracking success
Monitor and check-in regularly
Be willing to adapt
Communicate Results and celebrate success!
Product Management
Unit - E
PRODUCT MANAGEMENT
Product Management
What is Product?
A product is anything that can be offered to a market that might satisfy a want or
need. It is more than physical products; includes services, places, persons, and
ideas.
To create successful new products, the company must:
Understand it’s customers, markets and competitors.

Product Management
A Products can be..

1. Goods 6. Place
2. Services 7. Property
3. Experience 8. Organization
4. Events 9. Information
5. Persons 10. Ideas

Product Management
Features of a Product
Product Life Cycle
What is PLC?
The term product life cycle refers to the length of time a product is introduced to
consumers into the market until it's removed from the shelves.
The life cycle of a product is broken into four stages-
Introduction
Growth
Maturity
Decline
Product Life Cycle
PRODUCT LIFE CYCLE
6 Stage PLC
PRODUCT LIFE CYCLE
PRODUCT LIFE CYCLE
Sales and Profit in PLC
PRODUCT LIFE CYCLE
Product Life Cycle
Product Life Cycle
Product Life Cycle
Strategies at different stage on PLC
Product Life Cycle
Strategies at different stage on PLC

Branding, Packaging, Labelling, Standardisation
BRANDING
Branding, by definition, is a marketing practice in which a company creates a name,
symbol or design that is easily identifiable as belonging to the company. This helps
to identify a product and distinguish it from other products and services.
WHY BRANDING?
Branding Gets Recognition
Branding Increases Business Value
Branding Generates New Customers
Improves Employee Pride And Satisfaction
Creates Trust Within The Marketplace
Branding Supports Advertising

PACKAGING
Packaging ensures the protection of the products that are meant to be distributed in the
market for the purpose of sale, storage, use etc. Generally, it refers to the process of
designing, evaluating, and producing packages. Some of the common packaging products
include boxes, cartons, cans, bottles, bags, envelopes, wrappers, and containers.
Points to be Considered for Packaging
Package Design
Package Cost
Package Size
Package Test
LABELING
Labelling is the display of label in a product. A label contains information about a
product on its container, packaging, or the product itself. It also has warnings in it.
Labeling is also an important part of the brand of the product and the company. It
helps the product stand out in the market, and identifies it as a part of a particular
brand. This is important in the era of high and intense competition.

FUNCTION OF LABELING
Describe the Product
Specify its Contents
Identification of the Product or Brand
Help in Promotion of Products
Providing information required by Law

Types of Labeling
STANDARDIZATION
Product standardization refers to the process of maintaining uniformity
of products and services sold in different markets or in other words setting
identical characteristics for a particular good or a service.

Grading
GRADING
Grading is the process of dividing the products into lots which are similar
characteristics in shape and size, type, weight, quality and performance etc.
Products of different qualities should be separated into groups or lots and similar
quality products are put into a grade.

Grading
Product Planning
What is Product Planning?
The Product Planning Process is the continuous process of identifying and
connecting market requirements that define a product’s feature set. Product
planning serves as the basis for decisions about price, distribution, and
promotion.
Product Planning
Why Product fails?
Doesn’t match current company objectives
 Incorrectly positioned, priced and advertised
 Overestimating market size
 Poor Marketing research
 Obsolete
 No longer profitable
 Excessive development cost

Product Planning
Product Mix
Product Planning
Benefits of Planning
Efficient services to customer
Co-ordination
Effective utilization of resource
Cost Reduction
Product Planning
Product Planning
Product Planning Process
Product Planning
Product Planning Example
In case of a soft drink manufacture factory, the production planning will involve:
Factory level planning: Planning the activity sequence (buying raw materials like
sugar, carbonated water, etc., producing the drink, bottling, etc.)
Process level planning: Planning the operations on inputs to convert them into
desired output (preparing the concentrate, mixing carbonated water, etc.)
Operation level planning: Planning each operation
equipment have to be used, how much soft drink has to be filled)

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Class – 07 (17-01-2024)

these things. It is usually designed by an advertising agency for a sponsor or brand

magazines and billboards in streets and cities.

product or a service. Your strategies of advertising require creative thinking

Differentiation and value creation

2.Determining the role of advertising

3.Setting advertising objectives and budget size

4.Selecting the creative strategy

5.Determining the media and programming schedule

6.Implementing the advertising program

7.Measuring its effectiveness

 Paid Media Advertising Earned Media/PR

 Internet Marketing Storytelling

 Email Marketing Point-of-Purchase (POP) Marketing

 Direct Selling Co-Branding and Cause Marketing

Louis Vuitton with BMW

Techniques of Environmental Analysis

QUEST (Quick Environmental Scanning Technique Analysis)

which organizations monitor their relevant environment to identify opportunities

focus on critical issues that have to be addressed in a short span.

organizations by scanning the environment broadly and comprehensively.

3 to 5scenarios incorporating the major themes of the discussion.

analysis of a business environment. Strengths and weaknesses are an

organization’s internal factor while threats and opportunities are considered as

P for Political factors

E for Economic factors

T for Technological factors

Build the team and secure resources.

Communicate the plan.

Build out timeline and tasks.

Set up a dashboard for tracking success.

Monitor and check-in regularly.

Be willing to adapt.

Communicate results and celebrate success!

Build out timeline and tasks

To create successful new products, the company must:

Understand it’s customers, markets and competitors.

A Products can be..

5. Persons 10. Ideas

The life cycle of a product is broken into four stages-

Strategies at different stage on PLC

Branding Increases Business Value

Branding Generates New Customers

Improves Employee Pride And Satisfaction

Creates Trust Within The Marketplace

Branding Supports Advertising

brand. This is important in the era of high and intense competition.

Describe the Product

Specify its Contents

Identification of the Product or Brand

Help in Promotion of Products

Providing information required by Law

of products and services sold in different markets or in other words setting

identical characteristics for a particular good or a service.

quality products are put into a grade.

connecting market requirements that define a product’s feature set. Product

 Incorrectly positioned, priced and advertised

 Overestimating market size

 Poor Marketing research

 Excessive development cost

Efficient services to customer

Effective utilization of resource

sugar, carbonated water, etc., producing the drink, bottling, etc.)

desired output (preparing the concentrate, mixing carbonated water, etc.)