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Marketing Management for Dummies

- B.V.Raghunandan, SVS College, Bantwal.

ITI Students ,MSME, Mangalore, February 4, 2011

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Marketing Management-what is it…..

• Study of the market for intended products• Understanding the target customers• Approach to customers• Developing relevant product features• Establishing effective channels of

distribution• Suitable promotion of the product• Regular collection of market information• Post Sale customer satisfaction

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Market Study

• Size of the market• Sustainability of

demand• Level of competition• Social acceptance• Environmental

clearance• Government policy• Scalability of the

demand

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Understanding the Target Group

• Income level• Lifestyles• Demographic profile• Geographic

spread/concentration• Frequency of

consumption• Likely changes in

tastes• Creation of identities

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Approach to Customers

• Production concept• Product concept• Sales concept• Marketing concept• Societal concept

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Developing Relevant Product Features

• Branding • Packaging• Performance• Price• Promotion• Distribution• Service Centers• Grievance Redressal

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Channels of Distribution

• Direct channel• Use of wholesaler• Wholesaler and

retailer• Agent middleman• Franchisees

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Channel Strategies

• Salesmanship• Joint-venture• Franchise• Take-over• Joint marketing• Portals• Taking stake• Outsourcing

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Promotion: Advertisement Media

• Newspapers• Magazines &

Journals• Postal Covers• Radio• TV• Internet• Outdoor

Advertisement

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Sales Promotion

• Rebates• Lottery Schemes• Trade-off• Festival offers• Sale or Return offer• Demonstration• Bonus offer

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Promotion: Others

• Sponsorship of events• Publicity with a social

cause• Social advertisement• Infrastructure

Development• At the point of sales• Exhibitions

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Regular Collection of Market Information

• Dealers• Market Reports• Customer contact

programmes• Salesmen• Competitors reports• Demographic studies• Opinions of analysts

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After-Sale Customer Service

• Installation• Home Delivery• Demonstration• Training Programmes• Maintenance• Warranty• Relationship

marketing

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THANK YOU