Deepak Sundrani

B.E. (Civil)
M.E. (Construction Management)
M.B.A. (Marketing)
LL.B
Doing Ph.D. (Consumer Behaviour in Real Estate)
 Experience
15 years in Marketing ( Cement, RMC, etc.)

8 years in teaching
(MBA Institutes + NICMAR)
 M D01
Marketing Management

Deepak Sundrani
 Allocation of sessions

Prof. Deepak Sundrani : 10 sessions

Prof. Devang Desai : 10 sessions

 Prof. Sundrani
Teaching : 9 sessions

10th session : Class Test for 15 marks

 Reading Material
1) Principles of Marketing :
A South Asian Perspective,
latest edition (13th edition)
by Kotler, Armstrong, Agnihotri and
Haque

( gives examples from South Asia : India,

Pakistan etc.)
 Reading Material
1) Principles of Marketing :
A South Asian Perspective,
latest edition (13th edition)
by Kotler, Armstrong, Agnihotri and
Haque
-----------------------------------------------------
2) Principles of Marketing
by Kotler, Armstrong .. Gives examples from USA
3) Marketing Management : A South Asian Perspective
by Kotler, Keller, Koshy, Jha (14th edition)
4) Marketing Management
by Kotler & Keller . Gives examples from USA
 Other books
1) Marketing
by Lamb, Hair, McDaniel
2) Marketing Management
by Rajan Saxena
3) Marketing Management
by Arun Kumar
 Reading Material
2) Business Journals & Magazines,
Newspapers,
supplement : Brand Equity, Economic Times on Wednesdays

3) Internet google, etc

4) PROQUEST data base
Basic Concepts
of
Marketing
 Difference between
Selling and Marketing
 Difference between
Selling and Marketing
Marketing is much more than selling.

Selling is the tip of the iceberg

The aim of Marketing is to make selling
unnecessary.

Peter Drucker
Management Guru
 Queue for purchase of iPhone 4
on the day of launch

iPhone 4
Queue for iPhone 5
Queue for iPhone 6 in London
 Definition
Marketing

process by which companies create value

for customers and build strong customer
relationships in order to capture value from
customers in return.
 Marketing process
Step I Understand the market place and
customer needs and wants
Step II Design a customer-driven
marketing strategy
Step III Construct a marketing program that
delivers superior value
Step IV Build profitable relationships and
create customer delight
Step V Capture value from customers to
create profits and customer equity
The first four steps of Marketing process
involve Building Customer Relationships
by creating and delivering superior
customer value.

The final step involves capturing value in

return in the form of current and future
sales, market share and profits
 Step I
Understanding the market place and
customer needs
1) Needs basic (Example : Food)
Wants specifics to satisfy need (Eg. : Pulav)
Demands Want backed by buying power
(Mercedes Benz)

2) Market offering some combination of

products, services, information, or
experiences offered to the market to satisfy a
need or want.
Marketing Myopia - Theodore Levitt
Marketing Myopia
By Theodore Levitt ; Harvard Business
Review, July-August 1960, page 45 - 56
Full text (pdf) available on Google
3) Customer Value and satisfaction #
4) Exchanges obtaining desired object
from someone by offering something in
return
Relationships CRM
5) Market : A set of actual and potential
buyers of a product
Width 40 inches x Height 60 inches
Auction of Vasudeo Gaitondes painting
at Hotel Taj , Mumbai in December 2013, by Christies
Sold for US $ 3.7 million
(approx Rs 23.70 crores)
The Card Players
by Paul Czanne
 The Card Players
by Paul Czanne,
which was sold for more than
$250 million (Rs. 1250 crores)
in 2011 by Royal Family of Qatar
Mona Lisa by Leonardo da Vinci
at the Louvre estimated to be worth
$ 750 million ( Rs. 3750 crores)
 The Swedish Treskilling yellow stamp
The price it sold for in 2011 is estimated to be above 1.7 million GBP
(Rs. 14 crores)
 Black on Magenta stamp
Back in 1980 it was auctioned to the industry magnate John Dupont
for $935,000. Today's value, who knows?
3) Customer Value and satisfaction,
Delight
4) Exchanges obtaining desired object
from someone by offering something in
return
5) Market : A set of actual and potential
buyers of a product
Market
 Step II
Designing a customer driven
Marketing Strategy
6) Marketing Management art and science
of choosing target markets and building
profitable relations with them.
Marketing Managers aim is to find,
attract, keep, and grow target customers
by creating, delivering and communicating
superior customer value
7) Market segmentation
Target marketing

8) Demarketing

9) Value proposition set of benefits or

values it promises to deliver to consumers
to satisfy their needs