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About - Fast Track Management Consultants

• Fast Track Management Consultants (A division of Fast Track Corporate Solutions Pvt Ltd) is a young, dynamic and fastest growing Management Consulting, HR Recruitments, Outsourcing and Training services providing organization driven by knowledge, integrity and performance and committed to customer delight.

• We are one stop corporate solutions provider company, having headquarter at Pune, India. Our offerings span Management Consulting, Business plan and strategy formulation, HR

Recruitments, Outsourcing and Training services to corporate sector.

• Our services have developed based on over 18 yrs of industrial experience, international best practices and learning's from number of assignments executed by us and are adapted to suit our clients’ businesses. Be it the right Business plan and strategy for your organization, or a productivity and business performance improvements, or effective manpower planning and recruitment services or outsourcing of critical functions, or solutions for your corporate training needs, our services are customized and made suitable…. just for you.

• Our business consulting and outsourcing services help accelerate innovation, increase

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Fast Track - Santosh Kasture

Santosh Kasture is a highly result oriented and successful corporate professional, Business growth consultant, Management process leader, Entrepreneur, Author, Corporate trainer and Public speaker on Business and Management. As a Management thinker and executor he specialize in the areas of Strategic Vision, Business planning, Leadership, Benchmarking, Performance management and Manufacturing operations techniques.

He is Mechanical Engineer with a Masters in Operations and Management from Pune University. He is also a post-graduate in materials management from IIMM, Bangalore. He has two decades of industry experience working as a top management team member in India and abroad with world’s leading MNC's - in different functions like Corporate strategy and planning, Profitability, Manufacturing operations, Purchase and SCM, Branding and product management, Sales and marketing and International business management.

He is having wide international business experience and frequently travelled more than 30 countries including USA, UK, France, UAE, Oman, South Korea, Singapore, Malaysia, China and others. He is a management consultant and associated with aspiring and growth oriented MSME's and some of the best-known companies in India and abroad.

He believes that the people, process, product and performance (4P) are the key ingredients for the success of any organization. He founded the Fast Track Corporate Solutions Pvt Ltd to help the organizations to explore their true potential, be committed and focused in their approach and work and achieve the desired goals consistently by managing the 4P's effectively.

Active as a corporate trainer and Guest faculty with leading Management institutes in India, he has vast experience in classroom training as well as outdoor training programs. Has taken sessions at all management levels in corporate/institutes on Strategic vision, Business planning and strategy, Profitability thru focus, Goal and Role setting for Growth, Leadership, Lean manufacturing, Supply chain management, Time management, Negotiation skills, Branding and Marketing, Selling skills, Teamwork and Team Building, Communication and Behavioral skills and other areas.

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4

Marketing and

Brand

Management

By Santosh Kasture

5

Index

• Brand and Brand Management

• What is Brand ?

• Brand Recognition

• Brand Awareness and Brand Promise

• Brand Identity and Brand Equity

• Brand Management

• India’s & World’s Top 10 Brands - 2010

• Marketing and Marketing Management

• What is Marketing ?

• Evolution of Marketing

• 7P’s of Marketing

• Marketing analysis and research

• Market segmentation

• Marketing Planning and Strategy

• Marketing performance Management

• Marketing Dominance

Presented by - Santosh Kasture

Presented by - Santosh Kasture 6

What is Brand ?

• A brand is the identity of a specific product, service or business.

• A brand can take many forms, including a name, sign, symbol, color

combination or slogan.

• A legally protected brand name is called a Trademark.

• The word brand has continued to evolve to encompass identity - it affects the

personality of a product, company or service.

• In the automotive industry, brands were originally called marques, and marque

is still often used as a synonym for brand in reference to motor vehicles

• The experiential aspect consists of the sum of all points of contact with the

brand and is known as the brand experience.

• The psychological aspect, sometimes referred to as the brand image, is a

symbolic construct created within the minds of people, consisting of all the

information and expectations associated with a product, service or the

company(ies) providing them.

Presented by - Santosh Kasture 7

Brand Recognition

• A brand which is widely known in the marketplace acquires brand recognition.

• When brand recognition builds up to a point where a brand enjoys a critical

mass of positive sentiment in the marketplace, it is said to have achieved

brand franchise.

• One goal in brand recognition is the identification of a brand without the name of

the company present.

• Consumers may look on branding as an important Value added aspect of

products or services, as it often serves to denote a certain attractive quality or

characteristic.

• From the perspective of brand owners, branded products or services also

command higher prices.

• Where two products resemble each other, but one of the products has no

associated branding , people may often select the more expensive branded

product on the basis of the quality of the brand or the reputation of the brand

owner.

Presented by - Santosh Kasture 8

Brand Awareness & Brand Promise

• Brand awareness refers to customers' ability to recall and recognize the brand

under different conditions and link to the brand name, logo, jingles and so on to

certain associations in memory.

• It helps the customers to understand to which product or service category the

particular brand belongs and what products and services are sold under the

brand name.

• Brand awareness is of critical importance since customers will not consider your

brand if they are not aware of it.

• Brand promise is what a particular brand stands for (and has stood for in the

past). It has its roots from the identity that it gains over a period of time.

• Usually, brand promise is an attribute common to 'Parent' brands. Herein, the

brand may broadly stand for Quality, Performance, Trust, or False promises.

• However, the extensions, or the brands under the parent brand umbrella, may

stand individually for a particular trait which it has delivered over the years

Presented by - Santosh Kasture 9

Brand Identity

• Brand Identity is the outward expression of a brand, including its name,

trademark, communications, and visual appearance.

• Brand identity is what the owner wants to communicate to its potential

consumers.

• Because the identity is assembled by the brand owner, it reflects how the owner

wants the consumer to perceive the brand - and by extension the branded

company, organization, product or service.

• Brand identity is in contrast to the brand image, which is a customer's mental

picture of a brand. The brand owner will seek to bridge the gap between the

brand image and the brand identity.

• Effective brand names build a connection between the brand personality as it is

perceived by the target audience and the actual product/service. The brand name

should be conceptually on target with the product/service.

• Brand identity is fundamental to consumer recognition and symbolizes the

brand's differentiation from competitors.

Presented by - Santosh Kasture 10

Global and Local Brands

• A global brand is one which is perceived to reflect the same set of values

around the world.

• Global brands transcend their origins and create strong enduring relationships

with consumers across countries and cultures. They are brands sold in

international markets.

• Examples of global brands :- Facebook, Apple, Coca-Cola, McDonald's,

Mastercard, Philips, Goodyear, Samsung and Sony.

• A Local brand is one which is sold and marketed (distributed and promoted) in

a relatively small and restricted geographical area.

• A local brand is a brand that can be found in only one country or region.

• It may also be a brand that is developed for a specific national market.

• Examples of local brands :- Britannia , Onida, Chitale, Gits

Presented by - Santosh Kasture 11

Multi Brands and Private label Brands

• In a market that is fragmented amongst a number of brands a supplier can

choose deliberately to launch totally new brands in apparent competition with its

own existing strong brand, simply to soak up some of the share of the market

which will in any case go to minor brands.

• Individual brand names naturally allow greater flexibility by permitting a variety

of different products, of differing quality at different prices in different market

segments.

• Examples - Bajaj , Videocon and General Motors

• With the emergence of strong retailers, private label brands, also called own

brands, or store brands, also emerged as a major factor in the marketplace

• Where the retailer has a particularly strong identity this Private label / "own

brand" may be able to compete against even the strongest brand leaders, and

may outperform those products that are not otherwise strongly branded.

• Examples - Croma Electronics & appliances, Future group brands

Presented by - Santosh Kasture 12

Brand Equity

• Brand equity refers to the marketing effects and outcomes that accrue to a

product with its brand name.

• Because of the well known brand name the company some time charges

premium prices from the consumer.

• Brand equity is one of the factors which can increase the financial value of a

brand to the brand owner.

• Elements that can be included in the valuation of brand equity include :

changing market share, profit margins, consumer recognition of logos and other

visual elements, associations made by consumers, consumers' perceptions of

quality and other relevant brand values.

• Brand equity can be positive or negative.

Presented by - Santosh Kasture 13

Brand Implementation

• Brand implementation refers to the physical representation and consistent

application of brand identity across visual and verbal identity carriers.

• In visual terms, this can include signage, uniforms, liveries, interior design and

branded merchandise.

• Brand implementation is now a critical discipline focused on binding the

relationship between the target audience and the brand.

• Beyond having an impactful, consistent, and meaningful design, environmental

branding must also have functional value to aid in brand identification, day and

night visibility, merchandising and traffic flow.

Presented by - Santosh Kasture 14

Brand Management

• The art of creating and maintaining a brand is called brand management.

• Orientation of the whole organization towards its brand is called brand

orientation.

• Brand management is the application of marketing techniques to a specific

product, product line, or brand.

• Branding is also widely being done via E-Branding to promote the business's

product or services. Business owners use multiple facilities already available on

the web to sensitize and promote their business.

• Examples of E-brandings: - Blogs, Social Media, Search Engine optimisation

• A brand audit may be undertaken as a comprehensive assessment of an

organization’s brand, in which it’s strengths and weaknesses are assessed and

opportunities are determined.

• The purpose of a brand audit is to capitalize on the opportunities in efforts to

improve the various elements of an organization’s brand in both management and

marketing perspectives.

Presented by - Santosh Kasture 15

India’s Top 10 Brands - 2010

• Nokia mobile phones

• Colgate

• Lux

• Dettol

• Britania

• Lifebouy

• Clinic plus

• Pond’s

• Fair & Lovely

• Pepsodent

Source - ET

Presented by - Santosh Kasture 16

World’s Top 10 Brands - 2010

• Coca Cola

• Microsoft

• IBM

• GE

• Intel

• Nokia

• Toyota

• Disney

• Mc Donalds

• Mercedes Benz

Survey Source :-

Presented by - Santosh Kasture 17

What is Marketing ?

• Marketing is the process of performing various forms of market research,

selling products and/or services to customers and promoting them via advertising

to further enhance sales.

• It is an integrated process through which companies build strong customer

relationships and create value for their customers and for themselves.

• It generates the strategy that underlies sales techniques, business

communication and business developments.

• Philip Kotler defines marketing as 'satisfying needs and wants through an

exchange process'

• Marketing is the management process responsible for identifying, anticipating

and satisfying customer requirements profitably.

• Marketing is used to identify the customer, to satisfy the customer, and to keep

the customer.

Presented by - Santosh Kasture 18

Evolution of Marketing

Orientation Profit driver

Western

European

timeframe

Description

Production Production

methods

until the

1950s

A firm focusing on a production orientation specializes in producing as much as possible of

a given product or service.

A production orientation may be deployed when a high demand for a product or service

exists, coupled with a good certainty that consumer tastes will not rapidly alter (similar to

the sales orientation).

Product Quality of

the product

until the

1960s

A firm employing a product orientation is chiefly concerned with the quality of its own

product. A firm would also assume that as long as its product was of a high standard,

people would buy and consume the product.

Selling Selling

methods

1950s to

1970s

A firm using a sales orientation focuses primarily on the selling/promotion of a particular

product, and not determining new consumer desires as such. Consequently, this entails

simply selling an already existing product, and using promotion techniques to attain the

highest sales possible.

Such an orientation may suit scenarios in which a firm holds dead stock, or otherwise sells

a product that is in high demand, with little likelihood of changes in consumer tastes

diminishing demand.

Marketing

Needs and

wants of

customers

1970 to

present day

The 'marketing orientation' is perhaps the most common orientation used in

contemporary marketing. It involves a firm essentially basing its marketing plans around

the marketing concept, and thus supplying products to suit new consumer tastes. As an

example, a firm would employ market research to gauge consumer desires, use R&D to

develop a product attuned to the revealed information, and then utilize promotion

techniques to ensure persons know the product exists

Presented by - Santosh Kasture 19

Evolution of Marketing

Orientation Profit driver

Western

European

timeframe

Description

Relationship

marketing/

Relationship

management

Building and

keeping good

customer

relations

1960s

to present

day

Emphasis is placed on the whole relationship between suppliers and

customers. The aim is to provide the best possible customer service and build

customer loyalty.

Business

marketing /

Industrial

marketing

Building and

keeping

relationships

between

organizations

1980s

to present

day

In this context, marketing takes place between businesses or organizations .

The product focus lies on industrial goods or capital goods rather than

consumer products or end products. Different forms of marketing activities,

such as promotion, advertising and communication to the customer are used.

Social

marketing

Benefit to

society

1990s

to present

day

Similar characteristics as marketing orientation but with the added proviso that

there will be a curtailment of any harmful activities to society, in either

product, production, or selling methods.

Branding Brand value

2000s

to present

day

In this context, "branding" is the main company philosophy and marketing is

considered an instrument of branding philosophy.

Presented by - Santosh Kasture 20

7P’s of Marketing

• Product

• Pricing

• Place ( Channels / Distribution )

• Promotion

• Packaging

• Positioning

• People

Presented by - Santosh Kasture 21

7P’s of Marketing - Product

• Product marketing deals with more outbound marketing tasks.

• Product marketing deals with marketing the product to prospects, customers

and others.

• Product market is something that is referred to when pitching a new product to

the general public. The people you are trying to make your product appeal to is

your consumer market.

• Product marketing in a business addresses five important strategic questions:

• What products will be offered ?

• Who will be the target customers ?

• How will the products reach to customers ? (i.e. the distribution channel)

• At what price should the products be offered?

• How will customers be introduced to the products ? (i.e. advertising media)

Presented by - Santosh Kasture 22

7P’s of Marketing - Pricing

• Pricing is the process of determining what a company will receive in exchange

for its products.

• Pricing factors are material cost, manufacturing cost, market place, competition,

market condition and quality of product.

• A well chosen price should do three things:-

• achieve the financial goals of the company (e.g. Profitability)

• fit the realities of the marketplace (Will customers buy at that price?)

• support a product's positioning and be consistent with the other variables in

the marketing mix

• Pricing can be approached at three levels. i.e. Industry, market and transaction

level.

Presented by - Santosh Kasture 23

7P’s of Marketing - Place / Distribution

• Distribution is also a very important component of Logistics & Supply chain

management.

• Distribution in supply chain management means the distribution of good from one

business to other it can be factory to supplier, supplier to retailer or retailer to the

end customer.

• Channel Sales is nothing but a chain to market a product through different

sources.

• Types of Marketing Channels :-

• Intensive distribution - Where the majority of resellers stock the 'product'

(for example - the brand leaders in consumer goods markets)

• Selective distribution - This is the normal pattern where 'suitable' resellers

stock the product.

• Exclusive distribution - Only specially selected resellers or authorized

dealers (typically one per geographical area) are allowed to sell the 'product'.

Presented by - Santosh Kasture 24

7P’s of Marketing - Promotion

• Promotion is one of the important element of marketing mix (product, price,

promotion, distribution).

• It is the communication link between sellers and buyers for the purpose of

influencing, informing, or persuading a potential buyer's purchasing decision.

• The following are two types of promotion:-

1) Above the line promotion: Promotion in mass media (e.g. TV, Radio,

newspapers, internet, mobile phones ) in which the advertiser pays an

advertising agency to place the advertisement

2) Below the line promotion: All other promotion. (e.g. sponsorship, product

placement, testimonials, sales promotion, merchandising, direct mail, personal

selling, public relations, trade shows )

• Basic objectives of promotion are :-

• To present information to consumers as well as others

• To increase demand

• To differentiate a product.

Presented by - Santosh Kasture 25

Key to Success - Customer Orientation

• A firm in the market economy survives by producing goods that persons are

willing and able to buy. Consequently, ascertaining consumer demand is vital for a

firm’s future viability and even existence as a going concern.

• Many companies today have a customer focus (or market orientation). This

implies that the company focuses its activities and products on consumer

demands. Generally, there are three ways of doing this:

• Customer-driven approach,

• Market change identification approach and

• Product innovation approach

• 4P’s of Customer Focus :-

Product → Solution

Price → Value

Place → Access

Promotion → Information

Presented by - Santosh Kasture 26

Marketing Management

• Marketing Management is a business discipline which is focused on the

practical application of marketing techniques and the management of a firm's

marketing resources and activities.

• Marketing management in short is the application, tracking and review of a

business marketing resources and activities.

• Effective marketing management will use a company's resources to increase its

customer base, improve customer opinions of the company's products and

services and increase the company's perceived value.

• Marketing management often finds it necessary to invest in research to collect

the data required to perform accurate marketing analysis.

Presented by - Santosh Kasture 27

What is Marketing Management ?

• Understanding the economic structure of your industry.

• Identify segments within your market.

• Identify the Marketing strategy /Target market which best fits your company.

• Do marketing research to develop profiles (demographic, psychographic, and

behavioral) of your core customers.

• Understand your competitors and their products.

• Develop new products.

• Understand your company's strengths and weaknesses.

• Audit your customers' experience of your brand in full.

• Develop marketing strategies for each of your products.

• Create a sustainable competitive advantage ( USP ).

• Understand where you want your brands to be in the future and write/evaluate

marketing plans on a regular basis to help you get there.

• Setup feedback system ( MIS ) to help you monitor and adjust the process.

Presented by - Santosh Kasture 28

Marketing Analysis

• Marketing analysis is structured into three areas ( 3C’s analysis ) :

• Customer analysis,

• Company analysis and

• Competitor analysis

• In Customer analysis , marketers develop a schematic diagram for market

segmentation, breaking down the market into various constituent groups of

customers, which are called customer segments or market segmentation's.

• In Company analysis, marketers focus on understanding the company's cost

structure and cost position relative to competitors, as well as working to identify a

firm's core competencies and other competitively distinct company resources.

• In Competitor analysis, marketers build detailed profiles of each competitor in

the market, focusing especially on their relative competitive strengths and

weaknesses using SWOT analysis.

Presented by - Santosh Kasture 29

Marketing Research

• Marketing research involves conducting research to support marketing activities,

and the statistical interpretation of data into information.

• Marketing researchers use statistical methods such as quantitative research

,qualitative research, hypothesis tests ,linear regression, correlations, frequency

distributions, binomial distributions etc. to interpret their findings and convert data

into information.

• The marketing research process spans a number of stages, including the

definition of a problem, development of a research plan, collection and

interpretation of data and disseminating information formally in the form of a

report.

• A distinction should be made between marketing research and market

research. Market research pertains to research in a given market. In contrast,

marketing research relates to all research conducted within marketing. Thus,

market research is a subset of marketing research.

Presented by - Santosh Kasture 30

Market Segmentation

• Market segmentation pertains to the division of a market of consumers into

persons with similar needs, wants and demand characteristics.

• Market segmentation is a strategy that involves dividing a larger market into

subsets of consumers who have common needs and applications for the goods

and services offered in the market.

• Its objective is to design a marketing mix that precisely matches the

expectations of customers in the targeted segment.

• Market segmentation can increase marketing opportunities when customer

groups with varying needs and wants are recognized.

• Your value proposition must be relevant to your target market.

• Four basic factors that affect market segmentation are :-

(1) clear identification of the segment,

(2) measurability of its effective size,

(3) its accessibility through promotional efforts and

(4) its appropriateness to the policies and resources of the firm.

Presented by - Santosh Kasture 31

Marketing Planning

• The marketing planning process involves forging a plan for a firm's marketing

activities.

• A marketing plan can also pertain to a specific product, as well as to an

organization's overall marketing strategy.

• Generally speaking, an organization's marketing planning process is derived

from its overall business strategy.

Presented by - Santosh Kasture 32

Marketing Planning - Process

Presented by - Santosh Kasture 33

Marketing Planning Model

Marketing Planning Model

Presented by - Santosh Kasture 34

Marketing Strategy

• Marketing strategy is a process that can allow an organization to concentrate

its limited resources on the greatest opportunities to increase sales and achieve a

sustainable competitive advantage.

• A marketing strategy should be centered around the key concept that customer

satisfaction is the main goal.

• A marketing strategy combines product development, promotion, distribution,

pricing, relationship management and other elements; identifies the firm's

marketing goals, and explains how they will be achieved, ideally within a stated

timeframe.

• Marketing strategy determines the choice of target market segments,

positioning, marketing mix, and allocation of resources.

• A key component of marketing strategy is often to keep marketing activity in line

with a company's Vision and mission statement.

Presented by - Santosh Kasture 35

Marketing Strategy

Presented by - Santosh Kasture 36

Marketing Performance Measurement

• Marketing Performance Measurement ( MPM ) is a term used by marketing

professionals to describe the analysis and improvement of the efficiency and

effectiveness of marketing.

• It involves the creation of a metrics framework to monitor marketing

performance and then develop and utilize marketing dashboards to manage

marketing performance.

• It focuses on measuring, managing and analyzing marketing performance to

maximize effectiveness and optimize the return of investment (ROI) of marketing.

• Three elements play a critical role in managing marketing performance -

• data,

• analysis and

• metrics

Presented by - Santosh Kasture 37

Marketing Performance Measurement

Presented by - Santosh Kasture 38

Marketing Ethics

• Marketing ethics is the area of applied ethics which deals with the moral

principles behind the operation and regulation of marketing.

Presented by - Santosh Kasture 39

Marketing Dominance

• Market dominance is a measure of the strength of a brand, product, service or

firm, relative to competitive offerings.

• In defining market dominance, you must see to what extent a product, brand, or

firm controls a product category in a given geographic area.

• There are several ways of calculating market dominance. The most direct is

market share. This is the percentage of the total market serviced by a firm or

brand.

• A company, brand, product, or service that has a combined market share

exceeding 50% most probably has market power and market dominance.

• A market share of over 35% but less than 50%, held by one brand, product or

service, is an indicator of market strength but not necessarily dominance.

• Few Market dominant products - Adobe Flash, Apple iPod, Microsoft Windows,

Face book, Google, Intel etc

Presented by - Santosh Kasture 40

Brand and Marketing Management books

• Marketing Management - Philip Kotler

• Trust Agents - Chris Brogan

• Managing for stakeholders - R. Edwards

• Rich Dad Poor Dad - Robert T Kiyosaki

• Eating the big fish - Adam Morgan

• Fusion branding - Nick Wreden

• Building brand identity - Lyn Upshaw

• Why we Buy - Paco Underhill

• Best practice in customer service - Ron Zemke

• The strategy and tactics of pricing - Thomas Nagle

Think Business Growth….Think Fast Track>>

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Pls drop in a email for all your corporate training needs - santoshk@fasttrackconsultants.com