Académique Documents
Professionnel Documents
Culture Documents
Distribution
Regulation
Managerial infrastructure
MIS
Public relation
4
Sub-plan 4: Contingency Plan
Market expansion
New products
Additional alternative resources
Risk management
Diversification
5
Scope Of Marketing
Planning Activities
Long Term Short Term
Diagnosis External planning
Goal planning
Objectives
Optimization
Strategy planning
Tactics
Control
6
Importance Of Marketing Planning
To reduce future uncertainty
Help in management by objective
Economic in operation
Helpful in co-ordination
Customer’s wants satisfaction
Performance standards
7
Marketing mix
Marketing Environment
External uncontrollable forces
Suppliers
Corporate resources
Definition:
It is systematic gathering , recording
& analysis of data about problem
relating to the marketing of goods &
services.
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Objectives of marketing research
To know who buy the firms product
To find out the impact of promotional
efforts
To know customer response
To forecast sales
To study goodwill of the firm
To define present market situation
To set up a plan
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Importance & Benefits Of Marketing
Research
3 4
DATA RESEARCH SOURCES OF
B COLLECTION DESIGN DATA
5 6
DATA
C DATA REPORT
PROCESSING ANALYSIS PREPARATION
7
D APPLICATION RECOMMENDATION
INVOLEMENT FOLLOW-UP
Limitations of marketing research
Lack of qualified & experienced
personnel
Limitation of money
Insufficient time for conducting MR
Determining proper sample size
Changes in human tendencies
Main Areas Of Research in Marketing
Field
BRAND
PACKAGE PRICE
PRODUCT CHANNELS
MARKETING RESEARCH
1. SURVEY
2. EXPERIMENT PHYSIC
PERSONAL3. OBSERVATION AL
SETTING DISTRIB
UTION
SALES
PROMOTION ADVERTIS
ING
SAMPLING
A sample is a selection of units from the entire group
called the population or universe of interest.
• Sampling unit
• Sampling size
• Sampling procedure
• Sampling media
Types of Samples
FEEDBACK
INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
PURCHASE INTENTION
PURCHASE DECISION
Family
Reference groups
Social class
culture
External & internal influences shaping
consumer purchase decision
PRODUCT MANAGEMENT
Saturation
Sales-volume
tu rity De
c lin
ma e
th
ob
ow
gr
so
n
io
esl
ct
ce
du
nc
tro
e
In
Time
New Product Planning
IDEA GENERATION
SCREENING
BUSINESS ANALYSIS
PRODUCT DEVELOPMENT
TEST MARKETING
COMMERCIALISATION
BRANDING
Brand name is a part of a brand consisting of a
word, letter, group of words or letters
comprising a name which is intended to
identify the goods or services of seller & to
differentiate them from those of competitor.
Branding is the management process by which a
product is branded, covering various activities
such as giving a brand name to a product,
designing a brand mark and establishing &
popularizing it.
Reasons For Branding
Useful in sales promotion
Useful in easy advertisement &
publication
Increase in sales
Attract immediate attention of buyers
Ensure standard quality & satisfaction
of buyers
Types Of Brands
Individual Brand:
Family brand
Company brand
Combination brand
Private of middlemen’s brand
Kinds of Brand Name
Descriptive Name
Suggestive Name
Arbitrary Name
Coined Name
PACKAGING
It is the general group of activities in
product planning which involve
designing & producing the container
or wrapper for a product.
Funs of packaging
It is an advertising medium
Encourages repurchase
Creates products image
Enables easy display
Protects the content
Becomes easy to identify
Provides convenience
Helps memory & recognition
Kinds Of Packaging
A consumer package
A family package
Re-use package
Multiple packages
Pricing Strategy
Price may be define as the exchange of goods & services in
terms of money.
Objectives Of Pricing:
• To maximize profit
• To stabilize price
• Competitive situation
• Capturing the market
• Ability to pay
• Long-run welfare of the firm
• Resource mobilization
• Target return on investment
New Product Planning
MARKET SEGMENTATION
MARKET SHARE
Trade Discount
Cash Discount
Quantity Discount
Seasonal Discount
Promotional Discount
Advertising & Display allowances
Freight Allowance
Price leadership: when the leader raises
or lowers the price, all others usually follow
the leader.
Agent
wholesaler Agent
wholesaler
retailer
retailer retailer
retailer
C O N S UM E R
MANUFACTURERS
AGENT/
MIDDLEMEN
AGENT/
WHOLESALER
MIDDLEMEN
WHOLESALER
INDSTRIAL USERS
FACTORS AFFECTING THE CHOICE OF
CHANNEL OF DISTRIBUTION
1. Product characteristics
• Purchase frequency
• Perish ability
• Weight
• Standardize or ordered product
2. Market factors or consumer factors
• Consumer
• Number of purchaser
• Geographic distribution
• Size of orders
• Customer buying habits
3. Company or enterprise factors
• Financial resources
• Size of the company
• Attitudes of company executives
• Marketing policies
4. Middle men considerations
• Services provided by middlemen
• Attitude of middlemen
• Availability of middlemen
5. Environmental factors
• Legal restrictions
• Social & ethical consideration
Wholesaler
2. Institutional advertising
This is done to create goodwill for firm
e.g. Videocon, Godrej etc
3. Commercial Advertising
• Trade advertising
• Industrial advertising
• Professional advertising
• Farm advertising
4. Non-commercial Advertising
Sales promotion
Consumer
sales Dealer sales Sales force
promotion promotion promotion
Consumer sales promotion
a. Sampling
b. Coupons
c. Demonstration
d. Contests
e. Money refund offers
f. Premium offer (temp price reduction)
g. Price off
h. Consumer sweepstakes (lucky draw)
i. Buy back allowance
j. Free trials
Dealer sales promotion
a. Buying allowance
b. Merchandise allowance
c. Price deals
d. Co-operative advertising
e. Dealer’s sales contest
f. Dealer’s listed promotion
g. Dealer’s gift
Sales force promotion
a. Bonus to sales force
b. Sales force contest
c. Salesmen meetings & conferences
PUBLIC RELATION
It involves a variety of
programs designed to promote
or protect a company’s image
or its individuals products.
Public relation department perform the
following 5 activities:
1. Press relation
2. Product publicity
3. Corporate publicity
4. Lobbying
5. counseling
Public relations can contribute
to the following objectives:
Building awareness- bring attention to a
product.