Marketing

P R E PA R E D B Y: G R O U P I I ( M B M I I )
KASHI RAM OLI
M O N I K A TA M A N G
N I M I TA S H R E S T H A
S A N D H YA K H A D K A
S R I J A N A N AT H

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 CONTENTS
•Design
•Differentiation
•Direct Mail
•Database Marketing
•Customers
•Customer Satisfaction
•Creativity
•Customer Relationship Management
•Customer Needs
•Customer Orientation

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DESIGN
•Cover product & service.

• Communicate & building brand.

•Establish brand identity, look and feel.

•Acquire, use & dispose off product.

• Focus on target customers.

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Differentiate
• Marketing strategy to encourage customer to choose one brand/product.
•Qualities to set one product apart from others.
• Helps to gain competitive advantages.
• Types of differentiation
◦ Horizontal Differentiation
◦ Vertical Differentiation
◦ Mixed Differentiation

• How to differentiate
◦ Product
◦ Service
◦ Personnel
◦ Image

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Direct mail
•  Marketing that involves sending a physical piece of promotional material through the Postal
Service to a home or business. Some recipients refer to it as “junk mail,” because direct mail is
uninvited.
•Forms of direct mail are : Brochures, Letters, Flyers, Newsletters, Catalogs, Postcards, Coupon
envelopes, Packages
•Importance
◦ help you build relationships with new customers
◦ test the appeal of your product or service
◦ tell you which marketing approaches reach your target market
◦ provide customers with compelling content they can share with potential customers
◦ increase sales.

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 Database Marketing
•At the heart of CRM is database marketing
•Companies need to develop separate databases on customers,
suppliers, employees, etc
•In building the customer database, you have to decide on what
information to collect

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 Creativity

•One does not win through better sameness one wins through uniqueness
•Tendency to generate new imagination and alternatives
•Three ways to increase creativity
• Free rein
• Encourage collaboration
• Brainstorm new ideas

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Creativity techniques
•Modification analysis
•Attribute listing
•Forced relationships
•Morphological analysis
•Product problem analysis
•Decision tree
•Synectics

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 Customer relationship
management(CRM)
• Developing retaining and acquiring customers
• Must be customer centric rather than product centric
• Finding out customers’ preferences and habit
• Profile the individual and groups
• Changing the way to improve customers services and marketing

• Types of CRM
• Strategic
• Operational

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 Customer Needs
A customer need is a motive that promts a customer to buy a
product or service. Ultimately the need is the driver of the
customers purchase decision.
Marketing Original mantra is to “ find needs and fill them”.
The four main customer needs are :
PRICE

QUALITY

CHOICE

CONVINIENCE

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 Customer Orientation
•Customer orientation is defined as an approach to sales and
customer helping customer relations in which staff focus on
long term needs and wants.
•It is a business approach in which a company solves for the
customer first , it’s all about focusing on helping customer to
meet their goals.
• To be truly customer oriented, the firm should be run by
customer manager ( or customer group manager) not by brand
manager.

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Process of Customer Orientation:
Orientation
towards customer
retentation

Managing
Customer
Profitability

Customer
Targetting

Customer
Information
Gathering

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 Customers
• an individual or business that purchases another company's goods or
services.
• king of the market
• most important asset
• neglecting existing customers
• important to serve all customers well, some are more important
• classification of customers:
•Most profitable customers
•Most grow able customers
•Most vulnerable customers
Customer satisfaction
• customer satisfaction is defined as a measurement that determines how
happy customers are with a company's products, services, and capabilities. 
• very important for business
• companies need to monitor and improve the level of customer satisfaction
•  it is important to understand the voice of customers.

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 Any Questions?

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 THANK YOU…

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