)nt

Maketirg : *oat1ng comuntating

what is
de lienq and autaininqalue
* ohen a
(Nouketed at a tartiulan tume) a bike
CWant)
haing CNeed)

want - Flan to by
eomething that you wishor
Ree - the oceily
t.benelits
Prout drelement ’ how >Houw to manutautue

Promoton
laugt audiene
Mauket
Tlagut feluen
ativis whete the fuadut
Aatetig: st ot for the
buineve eate
that a valu (sivate ias)
??
Nauket
Cajtuea fia-
Enaling
Als
LSoiafneolia

,Matoting
* he athily set o intihatins
cemmnicakig, dulitig eveharging ofonbng hat hae
value lot estomeu, clints. aunes oLcity at lage
cstome

ogomiatonal

Cutoms B2C

clents B2 B

qohjetits Pueâ maximisahion

(rt huouy toalth maximisahion
mahet hart,

how to aire? Meckotrne you

fuodtut
Makelin Management
The ota tienu o chon tougt guting
custones though csentrg lining
Aujing ond Custoe value.
ard comnwitaking uheno
0 Tdenitying the auqut audiene haset
thea tinau tusta s fukuener n a homoqeneous
nankt
Ueate comicete k deliver
 audiene

hucanng p cutemer bese omg atng dotiexing.

and cmmunica'ling
DIB utomer & Consumey fuut
Somewne who foy
pays valu tor the
Cuttome the
benefit out o
ContmeA tomeone ohe gels
ouwn need
Conte We alio ay to Cormimeu ant
a
hodts wheceas
Customen Xon resale
(Meeshe). cuyiomer agout
indiñal wherea

mankt cwhea
w'shi with the
har oliaet ustomes.
Custom
only with the
Cor has a'sih
atuy ndestneling
Aytties Reden Maggi Case
ak.
Meexket Duientaton
Produt priendation mainty on uoits
fows
ît a butno
on to cuttomes
Chat anol then
want
rueds a
moets them
band Lauk fnnovati)
at the
OnN

maket

Onh nuos innovaton 1hey esteme.

stom satitaten thie tayet
 hased on £q: Aynaxon
Puodues
diluentia ton o the
that t Delivening to allcustome
Comhetitwt adantaQe (stumny'uty cany
cHbater valhue cto the fuodut Eoe in aymant (oninn pogmonti
Fxe ygsemius, No deliry
,Meutig my ned A wonb chaig (Adahienal vabw)
E9: Nano (Congloreiate); Fed iniay.
Eq: Tntel Puoceno Podut Ovienaion
They manufautue
Nke Nauket oientation 9 make you buy by adolinge
uodut uenled. yu
Dont g0 cn on ebolaton
hat cutemw fufnn, umions ’ wndegos
todbauk.

Teh band w (Nivoot, Inted

Astomobile (Tota
 Addittora l o s bul îh ot o nos d

cute s cemennte nesded to mementd

Masket oiented Cutome
evenkataoin

Conheton Irdo lunctiral

ientaton Haket rienled) ONentatn
utue

en Ihe Cong term

Feus
( u us inteon neuted
Merke tin Coneept
OProduton conet
Puoot corupt
sling unapt
conet
ovstal nateting conet

PRODUT0rN CONCEPT

Fouss mas Juoducion (sel at ow -juce) * end thagh

Stt yom
Stwd Irdusy
 Boued Bientite ngme (Fw. Taylot)
mas cost
- when you go 4oe
dales

Conwpt ch when dlemand subply ue

t
PesDes aue aunilate

will
Evolvtd inn 18g0's
when ufty i hghu than kamand
Eq: Automobile ndutuy ’ Forad

PRODUCT CONCEPT
They me that h e will fhan beawe of
Quality
They'n tgnou the
Tclea: Co mut mantatue with duet quabty
along cwith nnovatn Cm tuomanu
- Mauting tod hom tautoy ut fous
meaes taken.
high Gusliby, innovaton
Evolved attu 1930 's

E: khadi canthings Lou VuiHon, Rdlu Roye , Apple

SELUING cONCEPT

Fouses moe on Sntenng

Even if you out mee -huoduto ingluening tuople
 matles a ot Smbotnt (mote diout ot)
8mete n telliq (Premotas
sta&d1
guality hoy 2
kalu olume thovglh
Pheuan my Prermohion.
Evoled 930 to

Inauane Joliies, to teies

au]1aJa3 Wot cstomes

UARKEIN& CeNCEPT &
wdestnd about wdetanolng abaut
Helpu tr manautues
the
dhe wstomu mfant
mhatnt and
want to
the nËcok cutomu ws
on'alu' to commtater
The ou rasket Hatet
idantiied the tonget integated Commuhioaton Lo
,Nauketng.
omnhiohon ie
Bringng an
CPeomoanal atitia') huemotenalig ou
- Radie atteatc
BACat selling, gnls huoetien
luonal them

hulk of cuteme
undetd the
They
cuctomes choie
(ar toniging as u dle
Conett
 SOC E1TAL MARKETING CONOEPT

ky making funtuts, ank ou ond

Aaking
Cutone
Em}aising tok bauk nads
k jal nends
Wsage ef -emsonnenta! uendy fovi>onm ent feieny
Gfy bak to the sanet
Stautad Aom
t 472
Cen misibns, Body sthap , Ougune fudut g

HoLISTIe HARKETING CONCEPT

Soeial
-tomtinatin mautbing
Thies to met he cuitomes necd + uphoding he
athis c emionment
he emiorent cue also
fusaninq
on Jagt nautet (al the asfuets of koeity
Fowws
Cytorm nesds ianb)
Aso binging hedonane mauketing (the eay

Nele, Coca cola

nauketng
 Come theoyh metimg wsthome nuds wenti
+

What s antoted?
Baand’ Nane,
Plaes (e),fdunation,
Goods
Rehutatton collest
Buineu plan
Paues ajt,
exwuenes, Peons
os wies, 8renta & Thoe ase Maksted
(Gosd , Tdea) >
Olganiratiens, inlcmaton
Corue duatte also nanketd
connet duole u
Fas mevna

gold hotitliby tiranind

Gustiy pauking, bandingfidisina, aranua
contuibution (cduline,
GDP 6o Aices, eluuanta)

a o r /Salen, Ergle
Eduuaton, TT auontants, ces , toaheultution er're)
Jawu,
inis,
Kaues

trade hpus, Aan qames,

rente ’ Exho ,
fjomans, fadlat Jaunek
Aistie
ddhentwes,.taucla towlim, heme pavks
’
Noie thetes, malls
 B
B2 mosot: Bupiren
Amuay) (
s aktina
to Diut
B2c
matt
- utom Key
mokus
ddeasfuomothg rartetou
ae Aoúal
(ingastutuse) laangnuin
u
ommnim ) ideasl lial ideas,
o Buiren Tdeas
lactt
iteswebinars otkshoju , cenjiene nsta)in,tedin, (Quo'a,
uzines. meda, oial mewagl ’
1ext Injomatins
iiehe
itie). institutionui
inturea (Eauationa
Refut
tobe ations Crgantzatins
iranial sat (Real Innaite
o Puehntiu
about Sheas
ihontíng) (feuenal
jltiiant
ent, cot
buty luonees, Eyhstil,
inl Pesens
 Shanti automobilea textile
Trduelie
Taode diKDung aue
ases based on ata tin
udotad you eaikational
Iho înnoten
about glotal
noletand loefore
Global mket :
market
e09)d
analysi)
dlo a SoT
market - Wt
emirnment (pE STEL,
(PESTEL,
emiepmnt fretoenas,-aultuu
eNtOUng into the
tUrdutnd export
folces lot
e alolal ohu
lownier
of enty Ihem d lagl
l fmalihis.
Hoda Beileal frcely trade meng
inpott,
Can
NAFTA ’ They
mate: Govt maslet
Peo{t lGot mateled ’
Non Cue to be
to be
Bfos lends cu
- cheh] aNpo's
NGOÉ, chauty,
(Pae Read)
domand
hostining, Reamentlin
laugut mekets,
biands
valuu s satieiaton disinton, Bune
Commniaten,
Nauketng channels-
(tiansfpoitutin)
 uan iot biand
duthy chain Rånningy, rshnt
Comfultuen
Maketng emienment in'Susitaand.

D)B Balu
Jankting 9e4 hyby
Be,
G3. Evionment cutinty - ’ One aodlounded
btand.
Jeius Magg
DTtoduton HÍ's ’ suitoard
QA MAGGI CASE STUDY
Q4. (Releu Jink)Paent -> Nestle
Markot leader :
-Auirg 1983 both Nagg and iutant noadles wee allemted
onCs fornans
Nete uegted a q37 cAae maket & withstred as he
Mantet eader yor 38so yeass ohoohng bor moot ahase in th
intard noodle

WW 2 end
woe noede beame one the nost afodate oods nte
that me, A Japanen moman ’ Momeluu ndo
sjoed qucty ohaty -’ 'Thtant Ramn roalleu'
(beame ht duing the lenomic bom in Jafen)
x6 times ostlien than the noal hoolles
in
lage quanci tus
Matd Jaarlling to abtoad (us ABlhe coua)
 Nestle caulul conider eoathed this booming but
latel ehích they Ail not an to ocus in tapan.
NDIA ocuxd and entered the matt in M83

Soymeuting - No globaliaton.
CustomwU
Corsums ertoied tu maikt)
NeMle Lundesitodstomey - lea weton inuen
both ts consums
Then hou
beeame

Conumw - Somone woho vul o the

Fuom a shot id to a 40 year od man Thy clealy

wdtod about Taugting ’ "R you ty to sell to
to none

Hotheu * chldien

Customer: Someone auho ay Value to

buy
he

ay Nagyi ’ costoMER
CONSUMER
 aiton ad Taste+
paiA
n the
Aasatdy |Peftorâng
cateing
to k
Hathu Ba2l
thori,
kids ahod to oReauhd
ut tos : Bacad
Magg Mein inutho"& wNas Thiu :
slaution fuyet
dy) meaha homemaw
3 ’- -oxwn king tuet Aoth (
schorl atu Anauk fluny tasty
aotfe gir/e towas mohes eoint fProbiem:
ain
1983 Aing
 Why couldnt oher ands eike TTe, Unileve and Ntin
do
de the an

Reason Nostle
chain uticl
inboibe for oltken brandi to (end to end)
anta tie
Niin feent mpany oq Ramen tAied Andiyibutn
maket but u stged to find natonal
its allianws uith both HUL A Maie faled
rmatdd leel ef fenetiaton nn
Rre Achiwed an
famidies than hkant noodles

Based on Boc- Fconpmic tatusndian audiene

canfiation
SEe clenesl as the
clari fication of consues baued |A, to Ez
2 the baa oË paam etu Kant
Originally darelajud hyNEBAShtonatinal as a uay t
consuer behamoun.
latn ot Aandadid a adepted by the abot Rucauk
saouity of India' in the mid 0b measue Bocis.
a

scoromC clas' & n comony nd as a Maket

teouts (A1to E2 )
wan See cduuaton (euno
Bayd on 2
4qunju(Ki,k,seduatin
 Urban SEC
chafiatin
A (A,to E, J
A, BB

ME Snt

Ackicemuutatieady they (Mag Neate) catuwd

thn coventtpra
fota .
Oyatuit The eal fhutuvily Uas n SEC
DVe
lasesC& that 4o
the matet
1 Sheb. own; B[s men with no emu Bls man

Ereutie -Tunis.
ason, an extenie was conducted to
iosneh he f t out taled CHOTu (small)
{eung -On the lover

Comwicatwn was sone in cal

was
 theougl
|Reult touschetd henetoatos hded up,
F90m
clan c (uY o 11)
class |E (fom

Hene this was the earon ITC and Uils

culd nt unte the mankot as -he Kael henetatn.
and t i biand Auall valu.
Rearon ) > ’ Gat coMtisn ath tu
the customers A
claic demsastraton that totk floe duing tie y
we e in tu eotonal quotient

thay Aound bauk, thus had

the
We is you be eamalon tae band asked ars to thaie
media

edold
Bs thin 5 mites the
Kuh A dtt DIKIDEALWITHMAGGl
 Oial uattd an

by boy. hau
a tA ytant hodde moket.
NARKEING 8TRATES IE8 :

wthile mot kands thond tine Aesowues n hou

and ferstat
mney to
a mabt, oly a few hand fond toin
ind whilh nasket to fentat:

mezhanial oatthesr Hey datd smatathes)

Heyuy fod V Jumuy bard (intead coatd a
maket of tie bottem the fuyamid)
Nagyi satd a smautel in Tndia (inl
with Nvin n

zelirg
Gennic a Tuget

Nom
(uytome)
 the an inut ol he audne
Yom

mom 's to undoutond the motheu ain being too thed to

make an aning mal tol the childien
’ Itewt
Cantoen channel sehoot omhetitons
onuen
Gtood handa well a gat Bads el
an emoten

Hous St baame aa leader

wty
hy 'ouldrt otheu bands comhett (s easou )
(3 Reasons)
Maitatig aate
Conlusiorn
 choin o

ttomeA
hoalt

Jvwsard A0niny -lost fod chains Poehny on

rututinal conteut
lealtheu menn ophg omws heahe chois by

Collo!

otnb (coneens
Lconoic

beos
Emisonmental Araluis
Meorald's
euelleniee
Tata
seamehenge
big thot in clod
s not a
ad amjuingg
 Q2) feenie betucen alee and Marketing ?
Basis gales
Maktig
Rant dhe manmlathuen aomes netd
lend
zxhane or the
ielue

Paodut Bienttd estomer oientl.

sbatog
odopt
Indiviuaa& fubic' in
tanget
udlee

Tene
&hot teAM kong ton
Inlene the tat custoer
Bhiney audiene to heohe
chjakit

hinited ong
adverti keQnt, custn

eeti
 ERutial
skills ommunirateon Geod ovolytial
Aoquted
vale oddd oie
isots, Cutomer doluatn,
ubats meskéng ohjodies

Q1) CoRE MARKETI NG CONCEPTS

O Needs wants demands

ie e3sential touuel o weell- being I's a
Neede Sematuin fersen sto live a kealthy a
bate umust de met to a
a
b eALuiemt iat

Aometing hat would imfuove a feion's qualty of ije

but intnkasy tor bautt tuntoniig
a conumr to

tuuhon aBuupe edut| tente at a

a wat tho

iner belanging, Healtheale, fduation -

Wautd Car
 emands>
t nest) tamand fa that fuacut
A Can

Havd qoeuat1 damand h utön paukaqe

maikht , fesitining, acgmextaion

Taget markete iu
ConstumeA market
maukets

oslor a4
Preentetion e ue unth. actaalzu toletnie thalmkes
emisornurta ,lum stand tomhikrhe
on B)!
Analsis
O4|"24

Fautou o< fadubion (land aboun alja!)

Communication
Narket
Sndutny Goeds Jserwice
(a coleeton et

Infomation
 noter)

Nceds comes wndoa thie

Sated neods inexpenie
Aiquismant
Rel nod: Baic model

Peale kelie the

lenesneuted nesd:
needs:

Ls Seuet needs: oomeu hou ol-theu

9: Teh Sanny
ne uchans
|8TP
Segmentatin
Any tind o markot, it a

ta Hetngeneow alomer them

- So, in
makekig castomes ae
Jugt them alone
NO JMO marhtnq
enntial
gnating