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Syed Mohd Abbas Rizvi
Gaurav Pandey (10) Abhishek Sharma (02) MBA IB, 4th Sem UPES, 2010-12
Terms and attributes of the offer are acceptable. distributing and promoting the product to result into its consumption satisfying the consumer and making profit for the firm. .Marketing Marketing is a process whereby a customer need is identified and an offering is made by the firm satisfying the following three conditions: The offer fulfils the customer need. This involves rolling out a product on the basis of the target customer needs. Pricing. Organizational goals including profit are met.
price level. models and size c. Product mix/lines b. Presale and after sale services 2. price and promotion are the four marketing mix. Product a. place.Marketing Mix Product. . Price Policies. 1. discount. payment and delivery terms. margin. Quality. Packaging d.
outlet location etc. advertising.Marketing Mix Contd. 4. Promotion Personal selling. intermediary. 3. sales promotion and publicity . Place Distribution channel.
trade and environment to be a success. Number & location of customers b. Lifestyle e.Marketing Mix and Environment A firm is required to have a marketing mix in tandem with the environmental variables i. competition. Brand awareness and loyalty . 1. Customer Variables a. buying behavior c. Habits d.e customer. Purchasing power.
Nature and intensity of competition c. Competition Variables a. Types of intermediaries.Contd. Motives and attitudes of intermediaries d. Structure of the industry b. Substitute products Trade Variables a. number and strength b. Trade practices c. Sophistication extent . 2. 3. Strengths and weakness d.
Contd. Economic conditions d. regulation on product. Level of technology . Culture and traditions e. prices and regulation b. Laws and politics f. Govt. Control on trade practices c. 4. Environmental Variables a.
Demographic Scene • • • • • • One billion population Growth rate over 7% per annum Life expectancy from 48 years in 1947 to 70 years i National literacy rate is over 74% .Indian Marketing Environment a. . Diverse religions and languages Dialects in few hundreds.
Industrial scene • Contribution to GDP growth increasing • More than this. Economic Scene • Top ten economies of the world. • Our GDP is growing at 7% per annum. .Contd. b. • Spectacular growth after liberalization • One of the fastest growing economies of the world c. there are qualitative change • Rapid foreign investment and competition from multinational companies.
Social Scene India’s middle class (30% of the population) is the driving force for the MNC’s Rapid industrial growth seen emergence of professionals in many spheres. Higher disposable incomes. Better education. Consumption of non –food items on the increase Joint families giving in. Demand for lifestyle products is on the rise. .Contd. d. Concept of nuclear families. higher aspirations.
Rural marketing scenario • Shown impressive growth-television. mobile penetration. untapped market. • Future growth lies in this market. • Becoming increasingly urbanized. . • Tapping these markets continues to bewilder most companies.000 population for increasing television sales. • Videocon tapping all towns upto 50.Contd. e. • Huge. • Earthenware yielded place to a variety of new kitchenware.
Contd.g. • Pace of legal reforms slow. f.: The introduction of Consumer Protection Act and Consumer Courts. . • E. Organizations exploiting these weaknesses • ITC versus excise department for 800 crores (last ten years) • About one lac litigations pending Average time of ten years to resolve litigations. Legal scenario • Has direct impact on the marketing environment.
.Observation • • • • • Indian marketing environment acquiring greater dynamism and robustness Evolution of Middle class Growing rural markets Lifestyles undergoing rapid changes. Demand for lifestyle products.
• FERA substituted by FEMA • TRCCI • Curtailment of the role of the public sector.New policies impacting environment 1. New Trade Policy • Freer Trade • Linking of imports to exports . 2. New Industrial Policy • Delicensing of industries.
Encouragement to exports. • • • • • Lowering of tariffs Convertibility of rupee and the new exchange rate system. Integrating the country’s economy with the global economy. . Open door to foreign investment. • Relying more on exchange rates and tariffs.Contd.
Insurance sector reforms Phasing out of subsidies • • • • • . 3. Economic reforms and structural adjustment • Fiscal and monetary reforms Banking sector reforms Capital market reforms Red Carpet to Foreign institutional investors.Contd.
• Dismantling of price controls and introduction environment. • • • of market driven price Public sector restructure Privatization of PSUs (Public Sector Units) New Policy on PSUs • Exit Policy (closing of business) .Contd.
with differences in habits and preferences.Remember • India is a diverse country having different terrains. thereby requiring product adaptation. climate and people. . The new policies and opened economy has increased competition giving power to customers. It is home to different cultures and religions. • • Indians need value for money.