Team Consonant

What is
Marketing?

“Marketing is a societal process by which

individual and groups obtain what they need
and want trough creating, offering and freely
exchanging products and services of value
with others”

Philip Kotler
 The Marketing
Process
Create value for customers and build customer relationships
Capture value from
customers in return

1 2 3 4 5
Understand the Design a Construct and Capture value
Build profitable
marketplace, customer-driven integrated from customers
relationships and
customer needs marketing marketing to create profit
create delight
and wants strategy programe and customer
equity

CRM: Building Create

Research the Select customer
Product, strong customer
marketplace, to serve:
Pricing, Place, relationships satisfaction ,
customer needs segmentation
Promotion with target creating
and wants targeting
customers customer value
 The Scope of
Marketing

Goods Service Events Experience Person

Place Properties Organization Information Ideas

 The Eight Demand
States
Negative Non-Existent Latent
C Doemay
and nsmum aenrspay
even ddislikefor
the it. C Doensmumain
uninterested enrsdmayproduct.
the unaware C Doebut
need nsmthat
umaecan
nrsdnot
have the
satisfied
product
Organization should find out of or
Connect he benefit of the strong
by existing product. Treatment
why people dislike it and product with natural interest of for cancer, AIDS.
develop the product people by internet technology
and promote that in market.

Declining Irregular Full

technological
D Be e m an the previous
c
a us
development,e aD
C oensmummonthly,
seasonal, aenrsdpurcdaily
hases vary
or D Coensm
buying allum aenrsdareIt happens
products.
on hourly basis. It fluctuates
even adequately
when demand and supply are
product is getting declined.
time to time. Zoo, museum, in a adequate manner. Try to
dof
Identifying the reasons of
admission. Synchro marketing maintain and improve the
decaling the demand and
redesigning the product. is the strategy to regulate the situation
irregular demand

Overfull Unwholesome
M Dothe
buy erem Caonnthan
product sdumcan
erswould
be C Doensmthat
products umahave
enrsdundesirable
may be
like to
satisfied. Demand > Supply. attracted to
social consequences.
Demarketing: High up the Increasing the price and
price. Promotion should be reducing availability.
cancel in a appropriate manner
 Market
s
Consumers Business Market
Market
Consumer markets refers to the markets
where people purchase products for Consumer Business Business markets are generally made up
of businesses which buy products and
consumption and are not
further sale.
meant for
Markets Market raw materials for their own operation.

Non Profit & Non Profit &

Global Market Global Government
Market
Global marketing is more than simply
selling a product internationally. Rather,
it includes the whole process of
Government Market
planning, placing, and promoting a
producing al Market This consists of nonprofit organizations
like churches, universities, charitable
, products a
company’ in worldwide organizations, or government agencies
s market. that buy goods and services for their
effective administration. Unlike business
buyers, these organizations do not seek
profits.
 Market
s
Consumers Business Market
Consumer
Market
Consumer markets refers to the markets
Business Business markets are generally made up
where people purchase products for
Markets of businesses which buy products and
consumption and are not
further sale.
meant for
Market raw materials for their own operation.

Non Profit & Non Profit &

Global Market Global Government
Market
Global marketing is more than simply
selling a product internationally. Rather,
it includes the whole process of
Government Market
planning, placing, and promoting a
producing al Market This consists of nonprofit organizations
like churches, universities, charitable
, products a
company’ in worldwide organizations, or government agencies
s market. that buy goods and services for their
effective administration. Unlike business
buyers, these organizations do not seek
profits.
 Market
s
Consumers Business Market
Market
Consumer markets refers to the markets
Consumer Business Business markets are generally made up

Market
where people purchase products for of businesses which buy products and
consumption and are not
further sale.
meant for
Markets raw materials for their own operation.

Non Profit & Non Profit &

Global Market Global Government
Market
Global marketing is more than simply
selling a product internationally. Rather,
it includes the whole process of
Government Market
planning, placing, and promoting a
producing al Market This consists of nonprofit organizations
like churches, universities, charitable
, products a
company’ in worldwide organizations, or government agencies
s market. that buy goods and services for their
effective administration. Unlike business
buyers, these organizations do not seek
profits.
 Market
s
Consumers Business Market
Market
Consumer markets refers to the markets
where people purchase products for Consumer Business Business markets are generally made up
of businesses which buy products and
consumption and are not
further sale.
meant for
Markets Market raw materials for their own operation.

Non Profit & Non Profit &

Global Market
Global marketing is more than simply Global Government
selling a product internationally. Rather,
it includes the whole process of
Government Market
al Market This consists of nonprofit organizations
Market
planning, placing, and promoting a
producing
, products a like churches, universities, charitable
company’ in worldwide organizations, or government agencies
s market. that buy goods and services for their
effective administration. Unlike business
buyers, these organizations do not seek
profits.
 Market
s
Consumers Business Market
Market
Consumer markets refers to the markets
where people purchase products for Consumer Business Business markets are generally made up
of businesses which buy products and
consumption and are not
further sale.
meant for
Markets Market raw materials for their own operation.

Non Profit &

Global Market Global Non Profit & Government
Market
Global marketing is more than simply
selling a product internationally. Rather, Market
it includes the whole process of Government This consists of nonprofit organizations
planning, placing, and promoting a
producing
, products a al Market like churches, universities, charitable
company’ in worldwide organizations, or government agencies
s market. that buy goods and services for their
effective administration. Unlike business
buyers, these organizations do not seek
profits.
 New Marketing Realities

Technology
The pace of change and the scale of technological achievement can be staggering. The digital
revolution has created an information age.

Globalization
Technological advance in transportation, shipping, and communication have made it easier for
companies to market in other countries and easier for consumers to buy products and services form
marketers in other countries.

Social Responsibility
Poverty, pollution, water shortages, climate change, wars, and wealth concentration demand
our attention. The private sectors is taking some responsibility for improving living
conditions.
A Dramatically Changed Marketplace
New consumer capabilities

New Company Capabilities

Changing Channels

Heightened Competition
 Traditional Marketing Concepts

Production Product
• Oldest concept • Marketers are caught in a “love-
Cocept products Concept
• Favour that
are available and affortable
widel
y Production Product affair” with their product
• Favor products with best
• Demand exceeds supply quality, performance
• improve product features in
a
continuous
fashion

Selling Concept Selling Marketing Marketing

• Aim is to sell what firms make rather
•Concept
Customer centered instead of product
than make what the market wants
centered.
• Consumer will not buy enough
• Customer buys product that
products unless seller undertake large
best satisfies needs and wants
scale promotion and selling efforts.
 Traditional Marketing Concepts

Production Product
Production
• Oldest concept • Marketers are caught in a “love-
Cocept products Concept
• Favour
that available and
are
widely Product affair” with their product
• Favor products with best
affortable quality, performance
• Demand exceeds • improve product features in
supply a
continuous
fashion

Selling Concept Selling Marketing Marketing

• Aim is to sell what firms make rather
•Concept
Customer centered instead of product
than make what the market wants
centered.
• Consumer will not buy enough
• Customer buys product that
products unless seller undertake large
best satisfies needs and wants
scale promotion and selling efforts.
 Traditional Marketing Concepts

Production Product
Product
• Oldest concept • Marketers are caught in a “love-
Cocept products Concept
• Favour that
are available and affortable
widel
y Production affair” with their product
• Favor products with best
• Demand exceeds supply quality, performance
• improve product features in
a
continuous
fashion

Selling Concept Selling Marketing Marketing

• Aim is to sell what firms make rather
•Concept
Customer centered instead of product
than make what the market wants
centered.
• Consumer will not buy enough
• Customer buys product that
products unless seller undertake large
best satisfies needs and wants
scale promotion and selling efforts.
 Traditional Marketing Concepts

Production Product
• Oldest concept • Marketers are caught in a “love-
Cocept products Concept
• Favour
that available and
are
widely Production Product affair” with their product
• Favor products with best
affortable quality, performance
• Demand exceeds • improve product features in
supply a
continuous
fashion

Selling Concept
Selling Marketing Marketing
• Aim is to sell what firms make rather
•Concept
Customer centered instead of product
than make what the market wants
centered.
• Consumer will not buy enough
• Customer buys product that
products unless seller undertake large
best satisfies needs and wants
scale promotion and selling efforts.
 Traditional Marketing Concepts

Production Product
• Oldest concept • Marketers are caught in a “love-
Concept Concept
• Favor products that
are available and affordable
widel
y Production Product affair” with their product
• Favor products with best
• Demand exceeds supply quality, performance
• improve product features in
a
continuous
fashion

Selling Concept Selling Marketing

• Aim is to sell what firms make rather Marketing •Concept
Customer centered instead of product
than make what the market wants
centered.
• Consumer will not buy enough
• Customer buys product that
products unless seller undertake large
best satisfies needs and wants
scale promotion and selling efforts.
The Holistic Marketing
 Relationship Marketing

Customers

Employees

Marketing Partners

Financial Community
 Internal Marketing

Internal marketing is the task of

hiring, training and motivating able
employees who want to serve
customers well
Integrated Marketing

Devise marketing activities and programs that create,

communicate, and deliver value such that “ the whole is
greater than the sum of its parts”

Marketers should design and implement any one

marketing activity with all other activities in mind.
 Performance Marketing

Financial Social
Accountability Impact

Environmental
Impact
 The New 4 PS

People
People reflects, in part, internal marketing and the fact that employees are critical to
marketing success.

Process
Processes reflects all the creativity, discipline, and / structure brought to marketing
management.
 The New 4 PS

Programs
Programs reflects all the firm's consumer-directed activities. It encompasses the old
four Ps as well as a range of other marketing activities that might not fit as qtly into
the old view of marketing.

Process
Performance as in holistic marketing, to capture the range of possible outcome
measures that have financial and nonfinancial implications (profitability as well as brand
and customer equity),and implications beyond the company itself .
 What Is a Value Chain?

A value chain is a business model that describes the full range of activities needed to create
a product or service. For companies that produce goods, a value chain comprises the steps
that involve bringing a product from conception to distribution, and everything in between
—such as procuring raw materials, manufacturing functions, and marketing activities.

A company conducts a value-chain analysis by evaluating the detailed procedures involved

in each step of its business.
Types of Value Activities

Primary Activities
Must needed work or activities to create the value.

Supportive Activities
Needed to perform the primary activities.
 Generic Value Chain
Firm Infrastructure
Activities

Human Resource Management

Support

Technology Development

Procurement

Inbound Operations Outbound Marketing & Service

Logistics Sales
Logistics

Primary Activities
 The Primary Value Activities
Inbound Logistics
Inbound logistics include the receiving, warehousing and inventory control of a company’s raw
materials. This also covers all relationships with suppliers. For example, for an e-commerce
company, inbound logistics would be the receiving and storing products from a manufacturer that
it plans to sell.

Operations
Operations include procedures for converting raw materials into a finished product or service. This
includes changing all inputs to ready them as outputs. In the above e-commerce example, this
would include adding labels or branding or packaging several products as a bundle to add value to
the product.

O
utbound Logistics
All activities
to distribute a final product to a consumer is considered outbound logistics. This includes delivery
of the product but also includes storage and distribution systems and can be external or internal.
 The Primary Value Activities

Marketing & Sales

Strategies to enhance visibility and target appropriate customers—such as advertising, promotion,
and pricing—are included in marketing and sales. Basically, this is all activities that help convince a
consumer to purchase a company’s product or service.

Service
This includes activities to maintain products and enhance consumer experience—
customer service, maintenance, repair, refund, and exchange. For an e-commerce company, this
could include repairs or replacements, or warranty.
 The Supportive Value Activities

Procurement
Procurement is the acquisition of inputs, or resources, for the firm. This is how a company obtains
raw materials, thus, it includes finding and negotiating prices with suppliers and vendors.

Technology Development
Technological development is used during research and development and can include designing
and developing manufacturing techniques and automating processes. This includes equipment,
hardware, software, procedures, and technical knowledge.
 The Supportive Value Activities

Human Resource Management

Procurement is the acquisition of inputs, or resources, for the firm. This is how a company obtains
raw materials, thus, it includes finding and negotiating prices with suppliers and vendors.

Technology Development
Hiring and retaining employees who will fulfill business strategy, as well as help design, market,
and sell the product. Overall, managing employees is useful for all primary activities, where
employees and effective hiring are needed for marketing, logistics, and operations, among others.
 The Strategic Planning Gap
Owners and investor’s
expectations

Risk of failure
• Capital
• Strategy

Sales or profit
Probable result if no growth
position
strategies are used and no
now changes are made to
marketing activities
 The Growth Strategies
There are three types of growth strategies that can be implemented to minimize the
planning gap.

Intensive Growth

Integrative Growth

Diversification Growth
 Intensive Growth Strategy
Grow up within the existing industry. To select the intensive growth strategy “product-
market grid” can be used by this Ansoff Matrix.

Market Penetration Product Development

Present
Market
Selling new products to
Selling more of the same Lower Risk Medium Risk existing customer.
to the same types of
people
Market
Future

Medium Risk High

Market Development Diversification
Selling the existing Selling new products to
products to new types of new customers
customer. Product Product
Future
Present
 Intensive Growth Strategy
Grow up within the existing industry. To select the intensive growth strategy “product-
market grid” can be used by this Ansoff Matrix.

Market Penetration Product Development

Present
Market
Lower Risk Selling new products to
Selling more of the same Medium Risk existing customer.
to the same types of
people
Market
Future

Medium Risk High

Market Development Diversification
Selling the existing Selling new products to
products to new types of new customers
customer. Product Product
Future
Present
 Intensive Growth Strategy
Grow up within the existing industry. To select the intensive growth strategy “product-
market grid” can be used by this Ansoff Matrix.

Market Penetration Product Development

Present
Market
Medium Risk Selling new products to
Selling more of the same Lower Risk existing customer.
to the same types of
people
Market
Future

Medium Risk High

Market Development Diversification
Selling the existing Selling new products to
products to new types of new customers
customer. Product Product
Future
Present
 Intensive Growth Strategy
Grow up within the existing industry. To select the intensive growth strategy “product-
market grid” can be used by this Ansoff Matrix.

Market Penetration Product Development

Present
Market
Selling new products to
Selling more of the same Lower Risk Medium Risk existing customer.
to the same types of
people
Market
Future

High
Medium Risk
Market Development Diversification
Selling the existing Selling new products to
products to new types of new customers
customer. Product Product
Future
Present
 Intensive Growth Strategy
Grow up within the existing industry. To select the intensive growth strategy “product-
market grid” can be used by this Ansoff Matrix.

Market Penetration Product Development

Present
Market
Selling new products to
Selling more of the same Lower Risk Medium Risk existing customer.
to the same types of
people
Market
Future

Medium Risk
Market Development High Diversification
Selling the existing Selling new products to
products to new types of new customers
customer. Product Product
Future
Present
 Integrative Growth Strategy

Backward  Seek ownership or control of procurement/ supply system

 Seek ownership or control of distribution system

Forwar  Raymond- retail shops, Honda- Honda retail shop

d
 Seek ownership or control of competitors (inorganic)
Horizonta  Tata- JLR, Hindalco- Novelis

l
 Diversification Growth Strategy
Expand into another industry
Market
Existing New

Related
X Concentric
Technology

Unrelated

Horizontal Diversification
Thank You