Marketing Presentation

Submitted by:
Neha Vasisht,
Vidushi Malik,
Richa Pushp,
Anand Narayan Singh,
Varun Bhargava.
 MARKETING
PRESENTATION
ON A
NEW PRODUCT
“CARLING”.
 CONTENTS

1. NEW PRODUCT DEVELOPMENT PROCESS

2. TARGET MARKET
3. CONSUMER NEEDS
4. PRODUCT LIFE CYCLE
5. SEGMENTATION
6. SWOTT ANALYSIS
7. CONCLUSION
NEW PRODUCT DEVELOPMENT
IDEA GENERATION
SCREENING
CONCEPT TESTING
MARKETING STRATIGY DEVELOPMENT
BUSINESS ANALYSING
PRODUCT DESIGNING
TEST MARKETING
LAUNCHING THE PRODUCT
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RS 50 RS 25
 Target Marketing involves breaking a market into segments
TARGET MARKET
and then concentrating your marketing efforts on one or a few
key segments.
 Target marketing can be the key to a small business’s success.
 The beauty of target marketing is that it makes the promotion,
pricing and distribution of the products or services easier and
more cost-effective. Target marketing provides a focus to all of
your marketing activities
 TARGET
MARKET
PHYSICAL
PHYSICAL PRODUC
EVIDENCE
EVIDENCE
T

PROCESS PLACE

PEOPLE PRICE

PROMOT
ION
The 7Ps of the marketing mix can be discussed as:
Product - It must provide value to a customer but does not have to be tangible at the same
time. Basically, it involves introducing new products or improvising the existing products.
Price - Pricing must be competitive and must entail profit. The pricing strategy can
comprise discounts, offers and the like.
Place - It refers to the place where the customers can buy the product and how the product
reaches out to that place. This is done through different channels, like Internet, wholesalers
and retailers.
Promotion - It includes the various ways of communicating to the customers of what the
company has to offer. It is about communicating about the benefits of using a particular
product or service rather than just talking about its features.
People - People refer to the customers, employees, management and everybody else
involved in it. It is essential for everyone to realize that the reputation of the brand that you
are involved with is in the people's hands.
Process - It refers to the methods and process of providing a service and is hence essential
to have a thorough knowledge on whether the services are helpful to the customers, if they
are provided in time, if the customers are informed in hand about the services and many
such things.
Physical (evidence) - It refers to the experience of using a product or service. When a
service goes out to the customer, it is essential that you help him see what he is buying or
not. For example- buying CARLING for instant energy, serve this purpose.
 CONSUMER NEEDS
 A customer's needs are things like food, shelter,
transportation, etc. Basically essentials for everyday
normal function. 
 A customer's wants would be along the lines of sexual
appeal, high social status, pleasure, etc.
 A customer's demands are usually safety, quality, and
value.
 Needs are the basic requirements of human beings such
as food, shelter and clothing. Marketers never perform
special role in creating needs nor they can do.
 Wants are needs shaped by culture and social values and
demands are wants backed by purchasing power.
 Self Actua lisation
Growth & fulfillment

CONSUMER
NEEDS Esteem needs-
achievement, reputation.

Belonging and love need-

family ,relationship ,work
group ,affection .

Safety needs- Protection,

security, law & order, limits,
stability etc

Biological and physiological

needs- air ,food ,dink
,shelter ,warmth ,sleep etc.
PRODUCT LIFE CYCLE
Like human beings, products also have their own life-
cycle. From birth to death human beings pass through
various stages e.g. birth, growth, maturity, decline and
death. A similar life-cycle is seen in the case of products.
The product life cycle goes through multiple phases,
involves many professional disciplines, and requires
many skills, tools and processes. Product life cycle (PLC)
has to do with the life of a product in the market with
respect to business/commercial costs and sales
measures.
There are four stages in a product's life cycle. They are:
 Stages Characteristics
1.costs are high
2.slow sales volumes to start
1.  Market 3.little or no competition
introduction stage 4.demand has to be created gee Characteristics

5.customers have to be prompted to try the product1.costs are high

2.slow sales volumes to start
6.makes no money at this stage
1. Market introduction stage
3.little or no competition
4.demand has to be created
5.customers have to be
prompted to try the product
6.makes no money at this stage

1.costs reduced due to economies of scale 1.costs reduced due to

economies of scale
2.sales volume increases significantly 2.sales volume increases
significantly
3.profitability begins to rise
3.profitability begins to rise
2. Growth stage 4.public awareness increases

2. Growth stage 5.competition begins to

increase with a few new players

4.public awareness increases in establishing market

6.increased competition leads
to price decreases

5.competition begins to increase with a few new players in establishing market

6.increased competition leads to price decreases 1.costs are lowered as a result
of production volumes
increasing and experience
curve effects
2.sales volume peaks and
market saturation is reached
3.increase in competitors

1.costs are lowered as a result of production volumes increasing and experience

3. Maturity stage
entering the market
4.prices tend to drop due to
the proliferation of competing

curve effects products

5.brand differentiation and
feature diversification is

2.sales volume peaks and market saturation is reached

emphasized to maintain or
increase market share
6.Industrial profits go down

3.increase in competitors entering the market

3. Maturity stage 4.prices tend to drop due to the proliferation of competing products
1.costs become counter-
optimal
5.brand differentiation and feature diversification is emphasized to maintain or
4. Saturation and decline
2.sales volume decline or
stabilize
3.prices, profitability diminish
increase market share
stage 4.profit becomes more a
challenge of
production/distribution

6.Industrial profits go down efficiency than increased sales

1.costs become counter-optimal

2.sales volume decline or stabilize
4. Saturation and 3.prices, profitability diminish
decline stage
4.profit becomes more a challenge of production/distribution efficiency than
increased sales
MARKRT SEGMENTATION
Market segmentation is the process of dividing a
potential market into distinct sub market of
consumers with common needs and characterstics.MS
is the starting step in applying the marketing strategy.
once segmentation takes place, the target market the
identified customer group with proper marketing-mix
so as to product/brand/company as perceived by the
target segment.
TYPES OF MARKET SEGMENTATION

1. GEOGRAPHIC SEGMETATION
REGINE NORTH, EAST, WEST, SOUTH, CENTRAL,
COASTAL, HILLY.

CITY SIZE METROPOLITIAN CITY, SMALL CITIES,

TOWNS.

DENSITY OF AREA URBAN ,SEMI-URBAN, RURAL.

CLIMATE HOT, HUMID, COLD RAINY.

 2. DEMOGRAPHIC SEGMENTATION
AGE 0-5, 6-12, 13-19, 20-34, 35-49, 50-64, 65+.
SEX MALE/ FEMALE
MARITAL STATUS MARRIES /UNMARRIES
INCOME UNDER Rs.20,000;Rs.20-50,000; Rs.50-100,000;Rs.100-200,000;
over Rs.200,000.
FAMILY SIZE 1, 2-3,4,5+
OCCUPATION Professional, Clerical ,Manager/Craftsman ,Sales , Students,
Housewife.
EDUCATION Primary ,Secondary ,Senior Secondary, College, University.

FAMILY LIFE Young single, young married, no child ,young ,married ,children
STYLE under 6 & so on.
RELIGION Hindu, Muslim, Sikh, Christian, Others.
NATIONALITY Indian Resident, Indian Non Resident ,Expatriates from other
countries.
3)PSYCHOGRAPHIC SEGMENTATION
LIFE STYLE Conservation, liberal, health and fitness
conscious, adventuresome, status-seekers
SOCIAL CLASS Lower class, lower middle class, middle class, rich
class.
CULTURAL Continental, Mughlai, Chinese, Indian, Royal, South
Indian Hindu cultures.
PERSONALITY Extroverts, Introverts, Aggressive, complainants.
4)BEHAVIOURAL SEGMENTATION
NEEDS MOTIVATION Shelter, safety, security, affection, sense of self
worth.

PERCEPTION Low risk, moderate risk, high risk.

LEARNING INVOLVEMENT Low investment, high involvement.

ATTITUDE Positive attitude, neutral ,negative attitude.

OCCASIONS Regular occasions, special occasions.

BENEFITS Convenience, prestige, economy, value for

money ,quality, service, speed.

READINESS STAGE Unaware, aware, informed, interested, desirous

,intending to buy, enthusiastic.
 A strength could be:
 Your specialist marketing expertise.
 A new, innovative product or service.
 Location of your business.
 Quality processes and procedures.
 Any other aspect of your business that adds value to your product or service.
A weakness could be:
 Lack of marketing expertise.
 Undifferentiated products or services (i.e. in relation to your competitors).
 Location of your business.
 Poor quality goods or services.
 Damaged reputation. 
An opportunity could be:
 A developing market such as the Internet.
 Mergers, joint ventures or strategic alliances.
 Moving into new market segments that offer improved profits.
 A new international market.
 A market vacated by an ineffective competitor.
A threat could be:
 A new competitor in your home market.
 Price wars with competitors.
 A competitor has a new, innovative product or service.
 Competitors have superior access to channels of distribution.
 Taxation is introduced on your product or service
 CONCLUSION
So at last we had seen the response of a
Customer that they are preferring our
product .
It was our dream to capture the market in
which we succeeded .
So at last one more thing we want to say
to our customer that is be prepared we
are coming with more flavors and products so
just watch out for us.