SUBJECT: MARKETING MANAGEMENT 2

ASSIGNMENT NUMBER: 7

NAME : S.SRINIVASA RAGHAVAN

ROLL NUMBER: PGFX19054

BATCH NUMBER: 2017-2019

DATE: 23.2.2017.
1. What is the role of going to market in CCCDVTP?

Answer:

Three basic activities required for a SUCCESSFUL FIRM.

 CREATING VALUE = PRODUCT MANAGEMENT.

 COMMUNICATE VALUE = BRAND MANAGEMENT.
 DELIVER VALUE = CUSTOMER MANAGEMENT.

DELIVER
• CREATE
• CAPTURE • VALUE
• TARGET
PROFIT
COMMUNICATE

Figure 1 STRATEGIC MARKETING

Going to market
A go-to-market strategy (GTM strategy) is an action plan that specifies
how a company will reach customers and achieve competitive advantage.
GTM strategy provides a blueprint for delivering a product or service to
the end customer, considering factors as pricing and distribution. The
strategy is similar to that of Business plan.

GTM is often associated with product launches, but it can also be used to
describe the specific steps a company needs to take in order to guide

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customer interactions for existing products. Service-oriented firms such
as cloud services providers and managed services providers (MSPs) may
also devise GTM strategies.

Stages of GTM strategies

 Defining the target market for a particular product or service. In

case of a new offering, the company has to decide whether it has
existing customers that might be sales prospects or whether it
needs to seek an entirely new set of customers.

 Focus on the product or service to be offered and its particular

business benefit for the intended customers. With the value
proposition defined, the company can determine a pricing strategy.
 Address marketing and promotion. An effective GTM strategy
typically sketches out what distribution and marketing channels will
be used to reach the target market. A GTM strategy can also be
used to build out future customer relationship management (CRM)
initiatives.

2. What are the roles of channels?

Answer: A marketing channel is a set of interdependent organizations

involved in the process of placing products and services with consumers.

The introduction of intermediaries between the manufacturers and the

final consumer is adopted by many organizations to facilitate the
distribution of their products, especially where a wide distribution will
provide maximum exposure of their products.

FLOW WORK OF CHANNELS.

 FORWARD FLOW (Titles of Goods , promotion ,order, after sales support)

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  BACKWARD FLOW (Information of money)

 REVERSE FLOW (Recycled, Refill)

Figure 2 FLOW OF CHANNELS

3. What is an Omni channel?

Answer: Omni channel is defined as "seamless and effortless, high-

quality customer experiences that occur within and between contact
channels.

OMNI CHANNEL= MULTI CHANNEL + FLEXIBILITY

EXAMPLE: HYBRID OF E-COMMERCE (AMAZON,EBAY)

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SUBJECT: MARKETING MANAGEMENT 2
ASSIGNMENT NUMBER: 8

NAME : S.SRINIVASA RAGHAVAN

ROLL NUMBER: PGFX19054

BATCH NUMBER: 2017-2019

DATE: 23.2.2017

5
 1. What is IMC?
ANSWER: Integrated Marketing Communication.
It is Strategic coordination of all messages and media used by an
organization to influence its perceived value.

2. Name few effective channels of communication.

ANSWER:

CHANNELS OF COMMUNICATIONS

TWO WAY
ONE WAY MESSAGE TWO WAY WITH TIME LAG INSTANTANEOUS IN
(MEDIA) IN RESPONSE (DIRECT) RESPONSE(WEB,
SALESPERSON)
TELEVISION DIRECT MAIL E-MAIL
MAGAZINES CATALOGS TELEMARKETING
RADIO INFOMERICALS
NEWSPAPERS

3. How is advertising different from IMC.

ANSWER:

S.NO IMC ADVERTISING

Integrated marketing communication
Advertising uses only classical
1 utilizes modern and classic forms of
method.
advertising and promotion

IMC is defined as: "a strategic business

process used to develop, execute, and Advertising solely consists of classic
evaluate coordinated, measurable, methods such as newspaper and
persuasive brand communications magazine ads, direct mail, T.V.
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programs over time with consumers, commercials, free samples,
customers, prospects, employees, coupons, etc. It is also more short
associates, and other targeted relevant term and less consistent than IMC.
internal and external audiences"

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 It is more effective than Advertising as
It is less effective than IMC in
3 proved by marketers for reaching
reaching various demographics.
demographics

Demographics may be age ,lifestyle,marital Demographics may be age , lifestyle

4
status ,gender ,life stage marital status , gender ,life stage

When it comes to age, integrated

marketing, communications can make it when it comes to age ADVERTISING
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easier for a company's message to span may cover
across varying age groups.

EXAMPLE- It uses modern method like

EXAMPLE- It uses classical method
6 internet ads,mobile SMS . Magazine ads
like magazine, T.V. ads.
,T.V ads for older age people

Through integrated marketing

communications we can understand the
7 value of strategically integrating the It operates autonomously.
various communications functions rather
than have them operate autonomously.

The move to integrated marketing reflects

an adaptation by marketers to a changing
It is an old method of marketers for
8 environment, particularly in respects to
promotions.
consumers, technology, and media
consumption behavior.

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4. Given an example of one brand /product that effectively uses
IMC in India?

ANSWER: BRAND- AMAZON PRIME INDIA.

AMAZON PRIME INDIA (STREAMING PLATFORM) BEATS NETFLIX

(SOURCE-SCROLLIN .COM)

FEW IMC TECHNIQUES USED IN INDIA BY AMAZON PRIME INDIA.

 YOUTUBE
 NEWSPAPER
 FACEBOOK
 INSTAGRAM
 TWITTER
 PRINT MEDIA
 TELEVISION
 MAIL
 SMS
 RADIO
 APP
 GOOGLE ADDS.