1.Marketing Management Indira Institute of Business Management Dilip M. Sarwate Professor Emeritus & Certified Management Consultant

2. FMCG Marketing 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. 9. Supply Chain Management 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. 11. Retail Management 12. IntegratedMarketing 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. 15. Advertising Management 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 38. Thank you