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Marketing management.ppt iibm.sarwate

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The document discusses various aspects of marketing management including differences between consumer and industrial marketing, the 7 O's framework for understanding markets, elements of a marketing strategy such as target market definition and positioning. It also covers topics like product differentiation, branding, packaging, supply chain management, integrated marketing communication, advertising management, copywriting, and media management. Key decisions and considerations are outlined for each of these marketing topics.

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Marketing Management Indira Institute of Business Management Dilip M. Sarwate Professor Emeritus & Certified Management Consultant
FMCG Marketing
Difference between consumer & industrial marketing Number of customers are small, large buyers Geographical concentration Non-homogenuity Derived demand Buying objectives Buying operations- close supplier relationship Difference in marketing mix Competition December 9, 2009 Dilip M. Sarwate Ph.D.
Understanding the Markets 7 Os of Markets Objects Objectives Organization Operations Occupants Occasions Outlets 4 Ps of Marketing Mix Product Price Place Promotion December 9, 2009 Dilip M. Sarwate Ph.D.
Strategy Statement Target market definition Product differentiation Pricing Logistics Integrated marketing communication Positioning Sales force Market intelligence Marketing innovation Marketing budgeting December 9, 2009 Dilip M. Sarwate Ph.D.
Product differentiation Types of products/services Formulations Sizes Packaging's Materials of construction Specifications December 9, 2009 Dilip M. Sarwate Ph.D.
Brand naming Alternatives Short, simple and easy to remember Giving product features, colours, design Giving product benefits Association with people, places, events Distinctly different Decisions Individual names Blanket/ separate family names Corporate names December 9, 2009 Dilip M. Sarwate Ph.D.
Packaging decisions Purpose of packaging Protection Promotion Brand identity Economy Legal requirement Alternatives Materials to be used Design Labeling December 9, 2009 Dilip M. Sarwate Ph.D.
Supply Chain Management
Market Logistics decisions Physical distribution Alternatives in physical distribution Warehousing Modes of transportation Inventory management Order processing Supply chain management Channels of distribution December 9, 2009 Dilip M. Sarwate Ph.D.
Retail Management
Integrated Marketing Communication
Communication decisions Communication objectives Target definition Type of products and services Stage in product lifecycle Communication tools Communication budgets and allocation Measuring the communication effectiveness December 9, 2009 Dilip M. Sarwate Ph.D.
Positioning strategies Positioning with respect to product features Positioning with respect to benefits assured Positioning with respect to target customers Positioning with respect to usage occasion Positioning against another barnd Repositioning December 9, 2009 Dilip M. Sarwate Ph.D.
Advertising Management
Advertising decisions The five Ms of advertising Mission Money Message Media Measurement September 2008 Dilip M. Sarwate
Mission Marketing objectives Sales objectives Corporate objectives Social objectives Any others September 2008 Dilip M. Sarwate
Money Stage in PLC Market share Consumer base Competition and clutter Advertising frequency Product substantiality September 2008 Dilip M. Sarwate
Message Message generation Message evaluation and selection Message execution Social, ethical and legal issues September 2008 Dilip M. Sarwate
Message Generation Rational Sensory Social Ego satisfaction September 2008 Dilip M. Sarwate
Message execution Slice of life Lifestyle Fantasy Mood/image Musical Technical expertise Scientific evidence Testimonials September 2008 Dilip M. Sarwate
Creativity for headlines News Questions Narrative Command 1-2-3 ways of doing things How/what/why September 2008 Dilip M. Sarwate
Format Ad size Color Illustration Typography Tonal effect September 2008 Dilip M. Sarwate
Advertising campaign Briefing from the client Product/ Service details Target markets Marketing objectives Approximate budgets allocated Major competitors Dealer network September 2008 Dilip M. Sarwate
Advertising campaign (cont.) 2. Consumer research Attributes expected by consumers, dealers and others Buyer behavior (preferences, place, time, frequency, influencers) Brand weight ages as perceived by target customers Market size estimation Media habits Response to invitation and incentives September 2008 Dilip M. Sarwate
Advertising campaign (cont.) 3. Advertising preparation Positioning alternatives Selection of major appeal and overall theme Planning of creative work, message design, copy, storyboard, layout, illustration Planning production for print, audio and audio-visual media Media planning and allocation Budgeting for all activities Scheduling and placement of ads in different media Collateral material ( brochures, packaging, label & others) September 2008 Dilip M. Sarwate
Advertising campaign (cont.) 4. Work allocation Composition of the team ( account director, executive, creative director, copy writer, media manager and others) Coordination with client and approval Pre-testing (opinion research, portfolio test, laboratory test) September 2008 Dilip M. Sarwate
Advertising campaign (cont.) 5. Execution Release of advertisements Monitoring Receiving the bills from media Billing to client Recovery September 2008 Dilip M. Sarwate
Advertising campaign (cont.) 6. Feedback Post testing Co-relation with sales force Co-relation with dealers September 2008 Dilip M. Sarwate
Copy writing Copy is heart, blood and intellect of an advertisement Refers to words and basic idea, depends on media Creative process is difficult to teach Creative process is difficult to computerize September 2008 Dilip M. Sarwate
Copy writing (cont.) Purpose of copy Get attention Arouse interest Build interest, what the product will do for the prospect Urge action to get the benefit now Get order September 2008 Dilip M. Sarwate
Copy writing (cont.) Copy writer requires following characteristics Imagination Logic Ability to think Sound judgment Ability to write Liking for people Sense of humor Power to visualize Open mind September 2008 Dilip M. Sarwate
Copy writing (cont.) Dos and Don'ts Get the facts Define copy policy Limit the thoughts 2-3 main selling points Write the spoken words for the ear and not to the eye Repeat important points September 2008 Dilip M. Sarwate
Copy writing (cont.) Dos and Donts Write as if to one person Talk to the listener as You Phrases are ok Be specific and not vague Be natural, make it conversational Be different, Show originality Get extra attention Revise and re-write September 2008 Dilip M. Sarwate
Measurement Communication impact Sales impact Tools Pre testing: Opinion research, portfolio test, laboratory tests Post testing: Recognition test, recall test (Aided/Unaided) September 2008 Dilip M. Sarwate
Media Management What is a Media? It is a Channel of Communication. Decisions: Target markets Media habits of target customers Media research Media planning Allocation of budgets September 2008 Dilip M. Sarwate
Media Criterion Reach, frequency and impact Major media types Specific media vehicle Media timing Geographical media allocation Alternatives Print Audio Audio-visual Post Outdoor Internet September 2008 Dilip M. Sarwate
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Marketing management.ppt iibm.sarwate

  • 1. Marketing Management Indira Institute of Business Management Dilip M. Sarwate Professor Emeritus & Certified Management Consultant
  • 3. Difference between consumer & industrial marketing Number of customers are small, large buyers Geographical concentration Non-homogenuity Derived demand Buying objectives Buying operations- close supplier relationship Difference in marketing mix Competition December 9, 2009 Dilip M. Sarwate Ph.D.
  • 4. Understanding the Markets 7 Os of Markets Objects Objectives Organization Operations Occupants Occasions Outlets 4 Ps of Marketing Mix Product Price Place Promotion December 9, 2009 Dilip M. Sarwate Ph.D.
  • 5. Strategy Statement Target market definition Product differentiation Pricing Logistics Integrated marketing communication Positioning Sales force Market intelligence Marketing innovation Marketing budgeting December 9, 2009 Dilip M. Sarwate Ph.D.
  • 6. Product differentiation Types of products/services Formulations Sizes Packaging's Materials of construction Specifications December 9, 2009 Dilip M. Sarwate Ph.D.
  • 7. Brand naming Alternatives Short, simple and easy to remember Giving product features, colours, design Giving product benefits Association with people, places, events Distinctly different Decisions Individual names Blanket/ separate family names Corporate names December 9, 2009 Dilip M. Sarwate Ph.D.
  • 8. Packaging decisions Purpose of packaging Protection Promotion Brand identity Economy Legal requirement Alternatives Materials to be used Design Labeling December 9, 2009 Dilip M. Sarwate Ph.D.
  • 10. Market Logistics decisions Physical distribution Alternatives in physical distribution Warehousing Modes of transportation Inventory management Order processing Supply chain management Channels of distribution December 9, 2009 Dilip M. Sarwate Ph.D.
  • 12. Integrated Marketing Communication
  • 13. Communication decisions Communication objectives Target definition Type of products and services Stage in product lifecycle Communication tools Communication budgets and allocation Measuring the communication effectiveness December 9, 2009 Dilip M. Sarwate Ph.D.
  • 14. Positioning strategies Positioning with respect to product features Positioning with respect to benefits assured Positioning with respect to target customers Positioning with respect to usage occasion Positioning against another barnd Repositioning December 9, 2009 Dilip M. Sarwate Ph.D.
  • 16. Advertising decisions The five Ms of advertising Mission Money Message Media Measurement September 2008 Dilip M. Sarwate
  • 17. Mission Marketing objectives Sales objectives Corporate objectives Social objectives Any others September 2008 Dilip M. Sarwate
  • 18. Money Stage in PLC Market share Consumer base Competition and clutter Advertising frequency Product substantiality September 2008 Dilip M. Sarwate
  • 19. Message Message generation Message evaluation and selection Message execution Social, ethical and legal issues September 2008 Dilip M. Sarwate
  • 20. Message Generation Rational Sensory Social Ego satisfaction September 2008 Dilip M. Sarwate
  • 21. Message execution Slice of life Lifestyle Fantasy Mood/image Musical Technical expertise Scientific evidence Testimonials September 2008 Dilip M. Sarwate
  • 22. Creativity for headlines News Questions Narrative Command 1-2-3 ways of doing things How/what/why September 2008 Dilip M. Sarwate
  • 23. Format Ad size Color Illustration Typography Tonal effect September 2008 Dilip M. Sarwate
  • 24. Advertising campaign Briefing from the client Product/ Service details Target markets Marketing objectives Approximate budgets allocated Major competitors Dealer network September 2008 Dilip M. Sarwate
  • 25. Advertising campaign (cont.) 2. Consumer research Attributes expected by consumers, dealers and others Buyer behavior (preferences, place, time, frequency, influencers) Brand weight ages as perceived by target customers Market size estimation Media habits Response to invitation and incentives September 2008 Dilip M. Sarwate
  • 26. Advertising campaign (cont.) 3. Advertising preparation Positioning alternatives Selection of major appeal and overall theme Planning of creative work, message design, copy, storyboard, layout, illustration Planning production for print, audio and audio-visual media Media planning and allocation Budgeting for all activities Scheduling and placement of ads in different media Collateral material ( brochures, packaging, label & others) September 2008 Dilip M. Sarwate
  • 27. Advertising campaign (cont.) 4. Work allocation Composition of the team ( account director, executive, creative director, copy writer, media manager and others) Coordination with client and approval Pre-testing (opinion research, portfolio test, laboratory test) September 2008 Dilip M. Sarwate
  • 28. Advertising campaign (cont.) 5. Execution Release of advertisements Monitoring Receiving the bills from media Billing to client Recovery September 2008 Dilip M. Sarwate
  • 29. Advertising campaign (cont.) 6. Feedback Post testing Co-relation with sales force Co-relation with dealers September 2008 Dilip M. Sarwate
  • 30. Copy writing Copy is heart, blood and intellect of an advertisement Refers to words and basic idea, depends on media Creative process is difficult to teach Creative process is difficult to computerize September 2008 Dilip M. Sarwate
  • 31. Copy writing (cont.) Purpose of copy Get attention Arouse interest Build interest, what the product will do for the prospect Urge action to get the benefit now Get order September 2008 Dilip M. Sarwate
  • 32. Copy writing (cont.) Copy writer requires following characteristics Imagination Logic Ability to think Sound judgment Ability to write Liking for people Sense of humor Power to visualize Open mind September 2008 Dilip M. Sarwate
  • 33. Copy writing (cont.) Dos and Don'ts Get the facts Define copy policy Limit the thoughts 2-3 main selling points Write the spoken words for the ear and not to the eye Repeat important points September 2008 Dilip M. Sarwate
  • 34. Copy writing (cont.) Dos and Donts Write as if to one person Talk to the listener as You Phrases are ok Be specific and not vague Be natural, make it conversational Be different, Show originality Get extra attention Revise and re-write September 2008 Dilip M. Sarwate
  • 35. Measurement Communication impact Sales impact Tools Pre testing: Opinion research, portfolio test, laboratory tests Post testing: Recognition test, recall test (Aided/Unaided) September 2008 Dilip M. Sarwate
  • 36. Media Management What is a Media? It is a Channel of Communication. Decisions: Target markets Media habits of target customers Media research Media planning Allocation of budgets September 2008 Dilip M. Sarwate
  • 37. Media Criterion Reach, frequency and impact Major media types Specific media vehicle Media timing Geographical media allocation Alternatives Print Audio Audio-visual Post Outdoor Internet September 2008 Dilip M. Sarwate