➢ The management process

through which goods and

services move from concept
to the customer.
➢ The ultimate goal of
marketing is to match a
company's products and
services to the people who
need and want them, thereby
ensuring profitability

• "The aim of marketing is to

know and understand the
customer so well the product
or service fits him and sells
itself." — Peter F. Drucker

AGBS, HYD
''The aim of marketing is to make selling superfluous. The aim
is to know and understand the customer so well that the
product/service provided fits him/her and sells itself.''
-Drucker

“…..a social & managerial process by which individuals &

organisations obtain what they need and want through
creating and exchanging products and value with others.''
-Kotler
AGBS, HYD
Production
Concept

Product Concept

Selling Concept
Marketing
Concept
Societal Marketing
Concept
AGBS, HYD
 Assumes that
consumers are
interested primarily in
product availability at
low prices

AGBS, HYD
Marketing objectives:

Cheap,
Intensive Market
efficient
distribution expansion
production
➢

➢
➢
➢
Assumes that consumers are unlikely to buy a product
unless they are aggressively persuaded to do so

Lack of concern for customer needs and satisfaction

Marketing objectives: Sell, Sell, Sell

AGBS, HYD
➢ Assumes that to be successful, a
company must determine the
needs and wants of specific target
markets and deliver the desired
satisfactions better than the
competition

➢ Marketing objectives
➢ Profits through customer
satisfaction
➢ All companies prosper
when society prospers
➢ Companies, as well as
individuals, would be better
off if social responsibility
was an integral component
of every marketing decision
➢ Requires all marketers
adhere to principles of
social responsibility
Starting Point Focus Means Ends

The Marketing Concept

Customer Integrated Profits from

Market
needs marketing satisfied customers

The Selling Concept

Sell and Profits through

Factory Product
Promote it sales volume

AGBS, HYD
 ➢ Production concept (before
1930): Demand > supply
➢ Selling concept (1930-1950):
Supply > demand
➢ Marketing concept (post-
1960s): Analyze consumer
needs before producing and
selling

AGBS, HYD
 The concept of marketing myopia was discussed in an article
(titled "Marketing Myopia," in July-August 1960 issue of the
Harvard Business Review) by Theodore C. Levitt (1925-2006), who
suggests that companies get trapped in this situation because
they omit to ask the vital question, "What business are we in?"

AGBS, HYD
➢ Marketing Myopia refers to the phenomenon of not
being able to see a long term and more sustainable goal
for an organization

➢ For decades, the term Myopia is being used in human

sciences referring to Nearsightedness – the ability to
see near objects clearly but inability to see the far off
objects

➢ Marketing Myopia is the inability of the company to be

able to identify the actual business: The essence of
their existence

AGBS, HYD
AGBS, HYD
➢ Transport Business
Threat from different modes
➢ Apparels Business
Online, Quality
➢ Entertainment Industry
Threat from TV, Netflix
➢ Consumer Durables
E.g. Tubelight etc.
➢ Retail Industry
Threat from supermarkets

AGBS, HYD
 The societal marketing
concept calls upon marketers
to build social and ethical
considerations into their
marketing practices

They must balance and juggle

the often conflicting criteria
of company profits,
consumer want satisfaction,
and public interest

AGBS, HYD
AGBS, HYD
➢ Transactional marketing is a business
strategy that focuses on single, "point of
sale" transactions
➢ The emphasis is on maximizing the
efficiency and volume of individual sales
rather than developing a relationship
with the buyer
➢ The transactional approach is based on
the four P's of Marketing

AGBS, HYD
➢ It refers to the development, growth,
and maintenance of long-term, cost-
effective exchange relationships with
individual customers, suppliers,
employees, and other partners for
mutual benefits
➢ Emphasizes customer retention and
future interaction with the company

AGBS, HYD
AGBS, HYD
➢ The word “strategy” is derived from the Greek word “stratçgos”;
stratus (meaning army) and “ago” (meaning leading/moving)
➢ A strategy is a plan of action designed to achieve a specific
goal
➢ It defines the overall mission, vision and direction of an
organization
➢ The objective of strategy is to maximize an organization’s
strengths and to minimize the strengths of the competitors
➢ Strategy, in short, bridges the gap between “where we are” and
“where we want to be”
➢ Strategy is an action that managers take to attain one or more
of the organization’s goals.
➢ Strategy results from the detailed strategic planning process
 The concept of strategic planning
originated in the 1950s but only
became popular in the mid-1960s
and the mid-1970s
 Strategic planning is the art of
formulating business strategies,
implementing them, and
evaluating their impact based
on organizational objectives
 The term strategic planning is
synonymous with strategic
management, only that the
former is used in the corporate
world and the latter in the
academic setting
 STRATEGY STRATEGY STRATEGY
FORMULATION IMPLEMENTATION EVALUATION
1 • Situation analysis

2 • Marketing Strategy

3 • Marketing Mix Decisions

4 • Implementation
 Part 1 of the Marketing Process: Creating Value for Customers
 The first step of the Marketing Process looks at who the
customer is and what he needs and wants (Situation analysis)
 The second step of the process is to design a customer-driven
marketing strategy: Segmentation, Targeting and positioning
(Marketing Strategy)
 The third step includes constructing an integrated marketing
program: the marketing mix (Marketing Mix Decisions)
 The fourth step in the first part of the Marketing Process
which aims to create value for customers is to build profitable
customer relationships with target customers (Implementation
and Control)
 Part 2 of the Marketing Process:
Capturing Value in Return
 The fifth step can now focus on
capturing value from
customers in return
 Capturing value from
customers means that the firm
is able to create profits and
customer equity
 This is based on satisfied,
delighted and loyal customers
who repeat the purchase
action and thus come back to
buy more and again
 Internal Analysis
 Marketing(reputation, market
share, product quality, service
quality, etc.)
 Finance(Cost, cash flows &
Stability
 Manufacturing(Facility,
Capacity, economies of scale,
etc.)
 Organization( Leadership,
employees, Innovation, etc.)
External Analysis
 Micro: (Suppliers, Market
intermediaries, Partners,
Customers & Competitors)
 Macro: (Demographic,
Economic, Natural,
Technological, Political & Socio
cultural)
 Marketing strategy is the comprehensive plan
formulated particularly for achieving the marketing
objectives of the organization
 It provides a blueprint for attaining these marketing
objectives. It is the building block of a marketing plan
 It is designed after detailed marketing research
 A marketing strategy helps an organization to
concentrate it’s scarce resources on the best possible
opportunities so as to increase the sales
 Marketing Marketing
strategy plan
It focuses on over all It is guided by
business purpose and marketing strategy to
growth where in address specific
marketing has been objectives of marketing
developed as a such as sales,
strategic force. distribution, promotion
and market share.
 Marketing Mix (4
P’s)
 STP
(Segmentation,
Targeting,
Positioning)
 Value proposition
 Marketing mix is the set of tactics a business uses
to promote and sell its products in the market
 These tactics range from developing the product,
deciding its price and places where it will be sold,
to deciding its communication and promotional
strategies
 The tactics are further divided into 4Ps – Product,
Price, Place, and Promotion
 Product: Tangible (T.V)

 Place: Availability (Shop)

 Price: Cost to the customer (MRP)

 Promotion: Medium (Advertising, Radio etc.)

 People: Making the service happen
Click to add text
 Physical Evidence: Where the service happens?

 Process: How the service happens?

 Geographic segmentation
 Demographic segmentation
 Behavioral segmentation
 Psychographic segmentation
Size Profitability Reachability
 SYMBOLIC FUNCTIONAL EXPERIENTIAL
POSITIONING POSITIONING POSITIONING
 A marketing plan is a comprehensive document that outlines
a company’s overall marketing effort
 An executive summary of action plan for pricing, selling,
distribution and promotional campaign of a specific product
or service.
 A report that outlines your marketing strategy for the coming
year, quarter or month. Typically, a marketing plan will include
these elements:
 An overview of your business’s marketing and advertising goals
 A description of your business’s current marketing position
 A timeline of when tasks within your strategy will be completed
 Key performance indicators you will be tracking
 A description of your business’s target market and customer
needs
 Summary and Introduction
 Situation Analysis
 Business Objectives
 Marketing Goals
 Target Market
 Strategies
 Tactics
 Messaging Guidelines
 Budget
 Tracking and Evaluation
1
• Situation analysis

2
• Target Audience

3
• Goals

4
• Strategies and Tactics

4
• Budget Breakdown
 Summary and Introduction
 Situation Analysis
 Business Objectives
 Marketing Goals
 Target Market
 Strategies
 Tactics
 Messaging Guidelines
 Budget
 Tracking and Evaluation
 Demographic portrait
 Estimated demand
 Purchase motivation
 Attainable and realistic objectives, targets
and a clear time frame:
 Total market share and segments
 Total number of customers and retention rate
 Theproportion of your potential market that
makes purchases (penetration rate)
 The average size or volume of purchases
 Strategies typically cover the Four Ps of
marketing:
 Product
 Price
 Place
 Promotion
THANK YOU