MIM Marketing
Transcript of MIM Marketing
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What is a marketing plan?
Marketing plan include a description of its competitors, the demandfor the product or service, and the strengths and weaknesses froma market standpoint of both the business and its competitors.
Description of the product or service, including special features
Marketing budget, including the advertising and promotional plan
Description of the business location, including advantages anddisadvantages for marketing.
Pricing strategy.
Market segmentation.
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What are the steps in
solution selling?
Solution Selling is a collection of methods that
includes tools, job aids, techniques, and procedures
that help salespeople.
Developing a complete understanding of criticalbusiness issues faced by each customer
Helping customers to understand the value of
potential solutions
Creating a strong desire in customers to buy products
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Continued.
connect
analyze Plan create Develop Prove close implement Review
Steps of solution
planning
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Define consumption,
consumerism, non-consumersConsumption.
The process in which the substance of a thing is completely destroyed, usedup, incorporated or transformed into something else. Consumption of goodsand services is the amount of them used in a particular time period.
Consumerism
Organized-efforts by individuals, groups and governments to helpprotect consumers from policies and practices that infringe consumer rights tofair business practices.
Non consumer.
This could refer to a person that typically does not consume aspecific product or service. It could also mean a person that may purchase aproduct or service for use by another person such as a child or employee.
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What are ground activations and why is itconsidered better than mass media?
Explain
The first step in getting your new promotion started.
When you stop talking and start doing.
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Explain CSR built in business
strategy? Why is it important?
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Dynamics of Social Responsibility
Inside vs. Outside Stakeholders Duty to serve societyplus duty
to serve stockholders
Flexibility is key
Firms differ along: Competitive Position
Industry
Country
Environmental Pressures Ecological Pressures
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Types of Social Responsibility
Economic the duty of managers, as agentsof the company owners, to maximizestockholder wealth
Legalthe firms obligations to comply with
the laws that regulate business activities Ethicalthe companys notion of right and
proper business behavior.
Discretionary voluntarily
assumed by a businessorganization.
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CSR & Profitability Corporate social responsibility
(CSR), is the idea that business hasa duty to serve society in generalas well as the financial interests ofstockholders.
The dynamic between CSR andsuccess (profit) is complex. Theyare not mutually exclusive, andthey are not prerequisites of each
other.
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How will you decide on a sample size and
what sampling technique will you use?
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Sampling
Why Sample?
Cost - Samples are cheaper
Time - Samples take less time
Population availability - Sometimes, it is hardto enumerate the population. You may not beable to reach all population members
Cost of non-sampling errors - If the likelihoodof non-sampling error is high, use a sample
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SamplingSome Key Ideas for sample size
Choose the smallest sample which willmeet your requirements based on
confidence, precision, and error. Sample size.
And the #1 there is no consistent
relationship between population size andsample size.
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Sampling
Classification of Sampling Techniques
Probability sampling Simple random sample (SRS)
Systematic sampling (every nth) Sample frame divided by sample size yields skip interval
Stratified sampling Proportionate
Non-proportionate
Cluster or areal sampling Single-stage
Multi-stage
Non-probability sampling Convenience sampling
Judgmental sampling
Quota sampling
Snowball sampling
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Sampling
Convenience sampling Least expensive; most convenient Selection bias; sample notrepresentative;
Judgmental sampling Low cost; convenient Not generalizable; subjective
Quota sampling Control over key variables Selection bias;notrepresentative
Snowball sampling Useful when dealing with lowincidence Time-consuming
Strengths and Weaknesses of Non-Probability Sampling Techniques
Technique Strength Weakness
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Sampling
Simple random sample Easy to understand; Sample frame constructionresults generalizable a problem; may not be
representative
Systematic sampling May increase representativeness; May decreaseeasier to implement that SRS representativeness
Stratified sampling Includes all important sub-groups Many variables defy stratification;variable selection is crucial
Cluster sampling Easy to implement; Can be imprecisevery cost effective
Strengths and Weaknesses of Probability Sampling Techniques
Technique Strength Weakness
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Sampling
Nature of Research Exploratory Conclusive
Relative magnitude of samplingand nonsampling errors Nonsampling larger Samplinglarger
Variability in the population Low High
Statistical considerations Unfavorable Favorable
Operational considerations Favorable Unfavorable
Conditions favoringNonprobability Probability
Factors Sampling Sampling
Choosing a Sampling Technique
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What rural strategy will you apply to
enter rural markets
BY COMMUNICATING AND CHANGING QUALITY PERCEPTION
BY PROPER COMMUNICATION IN INDIAN LANGUAGE
BY TARGET CHANGING PERCEPTION
BY UNDERSTANDING CULTURAL AND SOCIAL VALUES BY PROVIDING WHAT CUSTOMER WANT
BY EFFECTIVE MEDIA COMMUNICATION
BY ADOPTING LOCALISED WAY OF DISTRIBUTING
PAINTINGS
MELAS
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DEVELOPMENTAL MARKETING
Developmental marketing is a process through which
awareness is created
>could be demonstration>could be presentation
>Free samples
Awareness
Trial
Purchase
Post-Purchase Satisfaction
Colgate
program Operation Jagruti
Switch from Charcoal to Colgate tooth powder
HLL - Free samples of Lifebuoy
Cavin Kare Free sample of Chik Champoo
Marico IndustriesParachute coconut oil
Sudhata ki pehchan smell to differentiate between real and spurious
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Why branded fuel like petrol fail to
win the consumers wallet? A sustained campaign and catchy slogan convinced consumers that
an extra rupee was value for money to get a cleaner, racy,purring engine for their car.
They converted many customers to branded fuel. In petrol, theconversion ratio was as high as 28-30% and for diesel it was 20%,but then around 2009, the government raised the taxes sharply andeverything changed
Prices of both branded and non-branded petrol and diesel haveseen a series of increase in the current financial year due to thespurt in crude oil prices. Petrol has been increased seven times, by
a cumulative Rs 7.94 a litre to Rs 55.87 in Delhi, since April. TheIndian basket of crude oil which had averaged between $75-80 perbarrel is now above $91. The current years average price is $79.09per barrel, up 13 per cent from the 2008-09 average of $69.76.
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"The primary motive of the oil companies to sellpremium fuels was to compensate the losses incurredin the normal category due to subsidised fuel rates,".
Oil firms, however, reject this view. The image of
branded fuel took a beating after a consumer bodyhauled up oil companies and asked them tosubstantiate the claims of superior performance.
Sale of branded diesel has suffered more than petrol.Its sale volume has dipped 84.4% in five years against
53% of branded petrol. The sale figures of brandeddiesel are also depressing, which went down by 69% inOctobe
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Consumption of branded fuel
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FUTURE OF BOOKS
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HISTORY OF ebooks
In 1971 Michale Hart created electronic
versions of the:-
The Bible
Alice in wonderland
Shakesspeares work
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History of ebooks
For 17 years very few ebooks were on net.
By 1998 1600 ebooks were registered on net.
By 2008 3 million ebooks were on the net.
Ebooks were then available in differentlanguages.
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AMAZON.COM
In 2003 Amazon.com launched eBooks.
The readers were able to read chapters andpreviews before buying the books.
Introduction of electronic ink.
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Kindle
Ebook reader
Light weight
Rs. 2500 onwards
Upto 3500 ebooks.
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ipad
New GEN e-reader = Tablet
700gms
High price $499
Digital display.
Two pages at a time.
Upto 60,000 ebooks 16 GB,32 GB memory.
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AAKASH TABLETS
Low price tablets.
Beneficial for students.
Efficient for Pre-Reads.
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clutter breaking campaign
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Kahaani Marketing strategy