Marketing Strategies

(Introduction to Marketing)

Dr. S. Shyam
Prasad
 Learning Objectives
1. Marketing and its importance
2. Scope of marketing
3. Some core marketing concepts
4. What does a holistic marketing
philosophy include?
5. What tasks are necessary for
successful marketing management?

Dr S. Shyam Prasad Marketing Strategies

 Definition of Marketing &
Marketing Management
• Marketing is about identifying and meeting human and
social needs profitably.
• AMA’s formal definition: Marketing is the activity, and
set processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large
• The art and science of choosing target markets and
getting, keeping, and growing customers through creating,
delivering, and communicating superior customer value

Dr S. Shyam Prasad Marketing Strategies

 Who is a Marketer?

• A marketer is someone who seeks a response

—attention, a purchase, a vote, a donation—
from another party, called the prospect

Dr S. Shyam Prasad Marketing Strategies

 A Simple Marketing System

Dr S. Shyam Prasad Marketing Strategies

 Key Customer Markets
• Consumer markets
• Business markets
• Global markets
• Nonprofit & governmental markets

Dr S. Shyam Prasad Marketing Strategies

 Core Marketing Concepts
• Needs:
the basic human requirements such as for
air, food, water, clothing, and shelter
• Wants:
specific objects that might satisfy the need
• Demands:
wants for specific products backed by an
ability to pay

Dr S. Shyam Prasad Marketing Strategies

 Core Marketing Concepts
• Value proposition: a set of benefits that
satisfy those needs

• Offerings: a combination of products,

services, information, and experiences

• Brands: an offering from a known source

Dr S. Shyam Prasad Marketing Strategies

 Company Orientation toward
the Marketplace

PRODUCTION

PRODUCT

SELLING

MARKETING

Dr. S. Shyam Prasad MM-I

Holistic Marketing Dimensions

Dr. S. Shyam Prasad MM-I

 Marketing Mix Components (4 Ps)

Dr S. Shyam Prasad Marketing Strategies

 2
Marketing Strategies

Dr. S. Shyam
Prasad
Copyright © 2016 Pearson Education Ltd. 9-12
 DEVELOPING A MARKETING
STRATEGY
• Effective marketing well-planned marketing strategy. 
• Strategic planning tool that:
– describes your business and its products and services
– explains the position and role of your products and services in the
market
– profiles your customers and your competition
– identifies the marketing tactics you will use
– allows you to build a marketing plan (the tactics to deliver) and
measure its effectiveness.

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-13
 Vision and Mission
VISION
•To become a significant global player in the aerospace
industry
MISSION
•To achieve self reliance in design, development, manufacture,
upgrade and maintenance of aerospace equipment,
diversifying into related areas and managing the business in a
climate of growing professional competence to achieve world-
class performance standards for global competitiveness and
growth in exports

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-14
 IDENTIFY YOUR BUSINESS
GOALS

• Increasing awareness of your products and services

• Selling more products
• Reaching a new customer segment
• New product introduction

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-15
  GOAL-SETTING BY SMART
METHOD

• Specific – state clearly what is to be achieved

• Measurable – set tangible measures
• Achievable – set objectives that are within capacity and
budget
• Relevant – set objectives that will help to improve
particular aspects of business
• Time-bound – set objectives within the a timeframe.

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-16
  PLANNING APPROACH
• Market research
–  gather information about your market
• Profile potential customers
– identify their needs and wants
–  regularly review trends
–  find new customers
• Profile competitors
– identify your competitive advantage
– strengths and weaknesses

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-17
  PLANNING APPROACH

• Use Marketing-mix
– use the marketing tools
• Tactics to support marketing
– online social media presence 
• Gain competitive advantage

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-18
  COMPETITIVE ADVANTAGE

Competitive advantage is a property of an organization,

to generate better financial returns than the
competitors, through the configuration of its resources
or otherwise, and achieve its set objective or objectives
while maintaining a par performance from the
customers’ perspective.

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-19
  COMPETITIVE ADVANTAGE

• Organizational resources, capabilities, competencies,

and assets
• Internal resources of the firm (Resource-Based View
(RBV))
• Discern new opportunities in the environment
Dynamic Capabilities View (DCV)

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-20
 COMPETITIVE ADVANTAGE - RBV

• VRIO (Valuable, Rare, Inimitable and Organized)

• ‘Organized’ as that the firm should also be capable of
utilizing the resource to capture its value.
• Strategic resource

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Marketing Ltd.
Management 9-21
  RELATIONSHIP MARKETING

• Long-term relationships with customers

• New customer can cost five times
• Maximize the value of that relationship
• Improvement of internal operations

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Marketing Ltd.
Management 9-22
  NETWORKING
• Avoid Criticizing Others
• Give Appreciation to Co-Workers
• You only get one first impression
• Deliver a relevant message
• Be present and avoid multi-tasking
• Utilize social media effectively
• Learn to listen, and listen to learn
• Quality over quantity
• Always follow up

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-23
 Identifying Consumers

• AB & Co – Idly and Dosa Bater

• CD & Co – Adult Diapers
• EF & Co – High End Sports Bike
• GH & Co – Ordinary wood cricket bat

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Marketing Ltd.
Management 9-24
Learning Objectives
1. In what ways can a company divide the consumer
market into segments?
2. How should business markets be segmented?
3. How should a company choose the most attractive
target markets?
4. What are the requirements for effective
segmentation?
5. What are the different levels of market
segmentation?

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Marketing Ltd.
Management 9-25
 Core Marketing Concepts

• Segmentation

• Target markets

• Positioning

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Marketing Ltd.
Management 9-26
 Bases for Segmenting Consumer
Markets
• Market segment
– A group of customers who share a similar set
of needs and wants

Geographic Demographic
segmentation segmentation

Psychographic Behavioral
segmentation segmentation

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-27
 Geographic Segmentation
• Geographical units
– Nations, states, regions, counties, cities, or
neighborhoods
• Nielsen Claritas’ PRIZM
– Education and affluence
– Family life cycle
– Urbanization
– Race and ethnicity
– Mobility
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Marketing Ltd.
Management 9-28
 Demographic Segmentation

Age & life-

Life stage
cycle stage

Race & Gender

culture

Generation Income

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Marketing Ltd.
Management 9-29
 Demographic Segmentation
• Age and life-cycle stage
– Our wants and abilities change with age
• Life stage
– A person’s major concern (e.g., divorce)

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Marketing Ltd.
Management 9-30
 Demographic Segmentation
• Gender
– Men and women have
different attitudes and
behave differently
• Income
– Income segmentation is
a long-standing practice

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-31
 Demographic Segmentation
• Generation
Millennials (Gen Y)
Gen X
1977 and 1994

Baby Boomers Silent Generation

•The Silent Generation: Born 1928-1945

•Baby Boomers: Born 1946-1964
•Generation X: Born 1965-1980
•Millennials: Born 1981-1996
•Post-Millennials: Born 1997-Present
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Marketing Ltd.
Management 9-32
 Demographic Segmentation
• Race and culture

Hispanic Americans Asian Americans

African Americans LGBTQ+

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Marketing Ltd.
Management 9-33
 Psychographic Segmentation
• Buyers are divided into groups on the basis of
psychological/personality traits, lifestyle, or
values

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-34
BEHAVIORAL SEGMENTATION
• Marketers divide buyers into groups on the
basis of their knowledge of, attitude toward,
use of, or response to a product

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-35
BEHAVIORAL SEGMENTATION
• Needs and benefits
• Decision roles
– Initiator
– Influencer
– Decider
– Buyer
– User

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Marketing Ltd.
Management 9-36
USER AND USAGE-RELATED
VARIABLES

Occasions User status

Attitude Usage rate

Buyer-
Loyalty
readiness
status
stage

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Marketing Ltd.
Management 9-37
Behavioral Segmentation Breakdown

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-38
How Should Business Markets Be
Segmented?

 Demographic
 Operating variables
 Purchasing approaches
Situational factors
 Personal characteristics

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Marketing Ltd.
Management 9-39
 Market targeting

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-40
 Effective
Segmentation Criteria

 Measurable
 Substantial
 Accessible
 Differentiable
 Actionable

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Marketing Ltd.
Management 9-41
Evaluating & Selecting the Market
Segments
• Possible Levels of Segmentation

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Marketing Ltd.
Management 9-42
 COMPETITION IN THE
AVIATION INDUSTRY

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-43
 COMPETITION IN THE
AVIATION INDUSTRY
• Booming and attracting consumers
• Consumers benefit from low ticket prices
• Inefficient airlines are forced out
• Competition policy and the concept of
competition
• Use environmentally friendly aircraft types

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Marketing Ltd.
Management 9-44
COMPETITION IN THE INDIAN
AVIATION INDUSTRY
• Competitive dynamics not aligned with a profitable structure (CAPA)

Dr S. Shyam Prasad Copyright © 2016 Pearson Education

Marketing Ltd.
Management 9-45
 AIRCRAFT MANUFACTURING
• Boeing and Airbus, control around 90%
• Aircrafts are made of composite materials
• Changing market
– half of the new passengers in next 20 years will live in
Asia
– COMAC, a Chinese start-up aircraft manufacturer, has
geared up production
• Aircraft manufacturers aim to reposition themselves by
taking on certain activities back in house especially those
with high added value and which collect valuable data

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Marketing Ltd.
Management 9-46
AIRCRAFT MAIN PLAYERS

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Management 9-47
Thank you
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Marketing Ltd.
Management 9-48