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Marketing Management Module 1
Marketing Management Module 1
Module 1
Marketing Mix
Product Management
Marketing Mix
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Marketing Mix
Group of marketing variables controlled by
a business
Aimed at implementing the marketing
strategy directed at a specific market
segment
Initial variables 12
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Marketing Variables
Product planning
Promotions
Pricing
Branding
Distribution channels
Personal selling
Advertising
Packaging
Display
Servicing
Physical handling
Fact finding and analysis
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The 4 Ps
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Direct mail
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Product
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Marketing
Scope
Narrow
Single product/product line
Broad
Portfolio of products
Decision
making
Tactical
Strategic
Time
horizon
Short-run
Long-run
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Beverages
Soft drinks
Diet colas
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Convenience
Shopping
Specialty
Unsought
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Shopping
Specialty
Unsought
High
Low
Infrequent
Infrequent
Moderate
High
Minimal
Brand loyalty
Low
Higher
High
Low
Price
Low
Higher
High
Low to high
Availability
Widespread
Low to high
Promotion
Mass
promotion
Advertising
and
personal
selling
Heavy
advertising
and
personal
selling
Purchase
Frequency
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Targeted
promotion
Capital equipment
Components
MRO
Raw materials
Processed materials
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Product Portfolio
Collection of all products offered by a firm
Portfolio management
o Decisions regarding current and future products
o Finite company resources
Mix dimensions
o Width
o Depth
o Length = Width x Depth
Width
o Expansion
o Extension
o Cannibalisation
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Depth
Additions
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Mobile
Phones
Computers
Home
Appliances
Air
Conditioners
Commercial
Smart Phones
Laptops
Refrigerators
Split
Cassette AC
CRT TVs
Basic Phones
Monitors
Dishwashers
Window
Ducted AC
3D TVs
Projectors
Microwave
Ovens
Dome Cameras
Home Theatre
Systems
Optical Media
Washing
Machines
IR Cameras
Music Systems
Vacuum
Cleaners
Access Control
Systems
DVD Players
Water Purifiers
Displays
Blu-Ray Players
Air Purifiers
Car infotainment
Video
Conferencing
Systems
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Product Strategy
Product positioning
o Cost (value) differential
o Feature differential
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Cost Differential
Economies of scale
Innovative purchasing, logistics, selling,
advertising
Criteria
o High volume single product (or family of
products)
o Efficient facilities
Risks
o Shift in consumer taste
o Technological shifts
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Differentiation
Quality especially for technology
products
Status
Convenience & service
Distribution
Brand
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Status
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Product Objectives
Introduction
o The basic product
Growth
o Add features
o Product line extension
Maturity
o Diversify to attract new customers
o Extend the life cycle
Decline
o Reduce costs
o Remove slow-selling variants
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Marketing Goals
Introduction
o Build awareness
o Encourage trial
o Heavy expenditure in promotion
Growth
Maturity
Decline
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Limitations
Based on past results
Not fixed
Not true for each and every marketing
situation
o Fads, styles
Diffusion of Innovations
The speed of adoption of a product
Population is segmented based on the
openness towards innovations
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Adopter Categories
Openness to innovation: % of population
2.5
16
13.5
Innovators
Early Adopters
34
34
Early Majority
Late Majority
Laggards
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Category Traits
ACCORD Model
Advantage - Relative
Compatibility
Complexity
Observability Communicability
Risk - Financial or social
Divisibility
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NPD Process
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Observe usage
Problems in usage
Dream products?
Form a brand community
o Social networking sites
5. Challenge to
change/improve
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Thank You!
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