Welcome to Marketing

Adventure! Welcome to Marketing

Adventure! (MM-I, you call it)

Dr. Atanu Adhikari

http://www.iimk.ac.in/faculty/atanu.php

1 2

What Harvard Research

Oliquity
says:
• The happiest people do Retention after one week
not pursue happiness!
• Lecture – 3%
• The most profitable • Interactive session – 11%
companies are not the
most profit oriented! • Interaction + Exercise – 24%
• The wealthiest people are
not the most materialistic! •Experience Learning – 69%
• AND very importantly, but
not actually in the book,
– The best students are not
the ones who ask “what
does it take to get an A”

3 4

What is Marketing? CCDVTP

5 6

1
 What is Marketing? What is Marketing Management?

Marketing is an organizational function Marketing management is the

and a set of processes for creating, art and science
communicating, and delivering value of choosing target markets
to customers and for managing and getting, keeping, and growing
customer relationships customers through
in ways that benefit the creating, communicating and delivering
organization and its stakeholders. superior customer value.
American Marketing Association

7 8

Selling is only the tip of the

iceberg
What is Marketed?
Goods

Services
“There will always be need for
some selling. But the aim of marketing Events & Experiences
is to make selling superfluous. The aim
Persons
of marketing is to know and understand
the customer so well that the product or Places & Properties
service fits him and sells itself. Ideally,
marketing should result in a customer Organizations
who is ready to buy. All that should be
Information
needed is to make the product or
service available.” Ideas
Peter Drucker

9 10

Marketing Goods Marketing Service

11 12

2
 Marketing experience Marketing person

13 14

Structure of Flows in a Modern

Exchange Economy

Marketing Ideas

Save paper

15 16

Holistic Marketing Dimensions The Four P’s

18 19

3
 Factors Influencing
Marketing Strategy

• Case Study:
– Indra Prastha Ice and Cold Storage

20 21

Indraprastha Cold Storage

Case
• Store for longer period
• Connect with commission agents
1. 25% discount on price
• Case Study: • Interact with groups
– Indra Prastha Ice and Cold Storage 2.Imported fruits
3.Diversify Buy and sell fruits

22 23

Reduce price by 25% Store imported fruits

• Price = 15/box/month • 1600 MT
• VC = 7.50 • 150 x12 = 1800 MT
• FC = 6000000/(2500x50x12) =
4/box/month
• TC = 11.50
• Profit = 3.50x2500x50 = 4,37,500/-
• Interest = 20,00,000 @9%
» 40,00,000 @18%
» 7,20,000

24 25

4
 Buy directly from growers
• Season – 550 33/-
• Off season – 680 41/- • 550 x 4000 x 50 x 4 = 44 crore
• Difference = 130 – 80 – 8 = 42

• 280 @ 15% = 42/-

26 27

Muddling Through
• “The process in which

CCDVTP well-defined and

prioritized objectives are
broken down into specific
states and actions whose
progress can be
monitored and measured
is not the reality of how
people find fulfillment in
their lives, create great
art, establish great
societies or build good
businesses,” ( p. 71).

28 29

Salient Source
• Kotler, Keller, Koshy, Jha (2010), Marketing Management
– A South Asian Perspective, Pearson.
• Kotler, Keller, Koshy, Jha (2010), Marketing Management
– A South Asian Perspective, Instructor’s manual.
• Levitt, Theodre (1975), Marketing Myopia, Harvard
Business Review.
• Kotler and Levy (1969), Broadening the Concept of
Marketing, Journal of Marketing.
•Thank you
• Raj and Adhikari (2010), Martket orientation when
consumers seem content with the status quo, Market
orientation, Gower publishing.
• My Imagination!!!!!

30 31