1

Impact of Information Technology on marketing

2
Objectives of the Session
To understand
Define Online marketing
Marketing principles of online marketing
Technical aspects of online marketing
Email marketing
Figure online advertising spending
3
Define online Marketing

Background of online marking
Yahoo 1994
Google 2003
cost
Culture of nation etc

Leads to
Higher Consumer Satisfaction
Better Profits to Marketers
Reduces Marketers Cost
Limits Competition
4
How will online marketing affect your
business
Used for
Product Positioning
Repositioning
To Define Media Strategies
Product Packaging and Design
To Determine the Appropriate Price and
Distribution Channel

5
Choosing your sratergy
Levels
How do you put it All together

Website

Define your commitment to the project

Add the right Ingredients
Mix the ingredients to perfection
6
Put the icing on the cake
Target Marketing
Bases of Marketing
Follow your recipe
Prospective clients Aggressive, Introvert, Dogmatic,
Impulsive
If you know your target
market
Go and Get them
Word of Mouth Low-involvement, High-involvement
Web Marketing Positive, Negative
7
Spreading the word Tastefully
Specialised press releases:Getting your message
to your audience
Bases
Free Advertising Urban & rural
8
Bases for Segmentation
Socio-cultural Segmentation
Bases of Segmentation Segmentation Variables
Culture Indian, Americans, Japanese, Chinese
Subculture Punjabis, Jats, Marwaris
Religion Hindu, Muslims, Sikh, Christians
Language English, French, Hindi, Telugu, Kannada
Social Class Lower, Lower-middle, Upper-middle, Upper
Family Life Cycle Bachelors, Newly Married, Married with
young kids, Married with adult kids, Empty
Nesters
9
Bases for Segmentation
Use-related Segmentation
Bases of Segmentation Segmentation Variables
Usage Rate Heavy users, light users, active users,
rare users, non users
Awareness Status Unaware, Aware, interested,
enthusiastic
Brand Loyalty High, moderate, low, non-loyals
10
Bases for Segmentation
Use-situation Segmentation
Bases of Segmentation Segmentation Variables
Time Leisure, work, morning, night
Objective Personal, Gift, Fun, Time-pass
Location Home, Office, Restaurants, In-store
Person Self, Family, Friends, Boss, Peer
11
Bases for Segmentation
Benefit Segmentation
Bases of Segmentation Segmentation Variables
Benefit Segmentation Economic
Durable
Value-for-money
Convenient
12
Bases for Segmentation
Hybrid Segmentation
Bases of Segmentation Segmentation Variables
Demographic/psychographic Young urban mobile
Geodemographics Working women in Hyderabad
SRI VALS Actualizers
Believers
Achievers
Makers
Strivers
13
Criteria for Effective Targeting of market
Segments
Measurable

Substantial

Accessible

Differentiable
14
Market Segmentation Strategies
Concentration Strategy
Selective Segmentation Strategy
Product Specialization Strategy
Market Specialization Strategy
Full Market Coverage
Counter-segmentation Strategy
15
Summary
Define Market Segmentation
Bases for Segmentation
Criteria for Effective Targeting of market
Segments
Market Segmentation Strategies
16
Thank
you