Post on 06-Jul-2018
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What is Marketing-Finance?
Marketing-Finance is the bridge linking fnancial rigor with marketing savvy ...
Product life cycleBusiness environment
Future role as marketer
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Why Marketing-Finance?
High demand in every sector…
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COLGATE VS PEPSODENT
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Histry ! C"gate
#t $as !%n&e& in '()*+ ,y
Henry W C"gate
#n the year './(+ C"gate0erge& $ith Pa"0"i1e
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C"gate in #n&ian Market
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CURRENT BRAND PORTFO!O "CO#ATETOOTHPA$TE
'C"gate Strng Teeth
/C"gate Tta"
2C"gate Her,a"
3 C"gate 4i&s Tth5aste
http://www.colgate.co.in/app/Colgate/IN/OralCare/HomePage.cvsp
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6C"gate A&1ance& Whitening
*C"gate Acti1e Sa"t
7C"gate Fresh Energy Ge"
(C"gate Ma8 Fresh
. C"gate Ci,aca
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Versins ! C"gate
9C"gate ka s%raksha chakra:• C"gate Ge"
• C"gate Tta"
• C"gate Her,a"
• C"gate Ca"ci%0
• C"gate $hitening
• C"gate acti1e sa"t
• C"gate S%5er Shakti
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De0gra5hic Factrs in;%encingthe cns%0er
A#E A,1e / years
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Cntin%eig sh55ing 0a""s@
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Psych"gica" !actr
Perce5tin = attit%&eO"&est an& re"ia,"e ,ran&+
e0tina""y attache&
Mti1atin
,asic 5hysi"gica"@ nee&s+se"!-estee0
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Pr0tina" t"s
• #ncreasing circ%0!erence ! tth5astet%,e
• Free Denta" Check-%5 in 0,i"e 1ans
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• Free Denta" Check-%5 ,y sen&ing a SMS
• Sch"arshi5 ers "ike Learn = earn er
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H$ &i& c%st0er c0e t kn$a,%t c"gateB
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VALE DEL#VE
F&nctiona) Bene*ts"Pre1ent >a& >reath
Strng TeethC"ean TeethEmotiona) Bene*ts"
>ran& Na0e
G& TasteFresher >reath
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A$ar&s = Achie1e0ents
• C"gate has ,een ranke& as #n&ias' Mst Tr%ste& >ran& acrss a""categries !r !%r cnsec%ti1e years!r0 /))2 t /))7
• 6' 0arket share in the tth5asteseg0ent
• 3( 0arket share in the tth5$&er
0arket• 2) share in the tth,r%sh 0arket• Present"y it is !acing c05etitin !r0
n / 5"ayer HL Eg Pe5s&ant
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ADVET#S#NG >DGET
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• Ads o( Pe'sodent+
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• TAGET AD#ENCE• AL PEOPLE
• WH ????????• PEPSODENT '( MA4ET SHAE
• /. #N AL AEA AND 7' #N >AN
AD,ERT!$E%ENT
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AD,ERT!$E%ENT$TRATE#-
• C"ass I Te"e1isinJ Vehic"e I DD Ne$s =egina" channe"s
DD Ne.s K Since %ra" #n&ians are keen
$atchers ! ne$s• C"ass- a&iJ Vehic"eK A#+ regina"channe"s "ike a"" #n&ia a&i
A"" a1ai"a,"e ra&i channe"s >th Lca" =
Natina"@ ing"e in Hin&i = "ca" "ang%age• Sche&%"ing – Te"e1isin K P%"sing – a&i K Cntin%%s
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– Local News paper like Sakaal, Pudhari, DivyaBhaskar, Gujarat Samachar,, etc
(Full page Ad)
• Outdoor – Hoardi!s
• "utside Gram Pachayat
• #all Pait
• Glow Si! Boards $t Local Grocery Stores
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$AE$ PRO%OT!ON
• #n stre &is5"ays
• Sche0es t &istri,%trs = retai"ers
c00issin = gi!ts n achie1ing targetsa"es@
• Tie %5 $ith "ca" 5anchayat = %se ;ash
0,s street 5"ay@ n the the0e !PEPSODENT 0essage
• Free &istri,%tin ! ') g0 sa05"e $ithne$s 5a5er
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MAHAASHTAK '67//1i""ages
TV CHANNELSK• Dr&arshan• ETV Marathi• EE Marathi•
Saa0 TV• EE /3 Taas• Star 5"%s
AD#O CHANNELSK
• A"" #n&ia a&i• a&i Mirchi• e& FM• a&i Dha0aa"• a&i T0at
/ 1
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BUD#ET!N# /0%ONTH$1TOO OF
CO%%UN!CAT!ON
CR!TER!A CO$T FRE2UENC- TOTA /Rs+1
>ra&cast')sec@
* channe"s
C00ercia"rating 5int
(6+))) !r"ca" =
'+))+))) !rstar 5"%s
6 A&sDaychanne"
7(7 Cr '0nth@
a&i /0nths@
2 statins
A!ter sh$ /)))6
A&sDaychann
e"
'( "ack /
0nth@
Print ' "ca"Ne$s5a5er@
Circ%"atin2)))))@
6)+))+))) ' 0nth 6)+))+)))
O%t&rHigh Density
"catin gra05anchayat
*)))')) "catin =
.* gra05anchayat
''+7*+)))
Wa"" Paint Pr&%ct cst 2)s !eet '6+))) s !eet 3+6)+)))
F"ash M,s 'gr%51i""age
$eeken&@
N ! 1i""ages'))@
26))1i""age$eeken&
')) 2+6)+)))
G"$ Sign>ar&s
N O!
retai"ers2))
/)))signage 2)) *+))+)))
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…contd
TOO OFCO%%UN!CAT
!ONCR!TER!A CO$T FRE2UENC- TOTA
Hire 1ehic"es!r0 ger0 test
!r / 0nth@
HighDensity
1i""ages
3+))+))) 7 /( "ack
Total Cost of theTotal Cost of theBudget =s! "!#$Budget =s! "!#$
crorescrores
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e1en%e ca"c%"atin
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