Marketing-Information Management LAP 13 Marketing-Research Problems.
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Marketing Department
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MarketingMarketingMarketingMarketing
DepartmentDepartmentDepartmentDepartment
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IIIINDEXNDEXNDEXNDEX
Sr.Sr.Sr.Sr. ParticularsParticularsParticularsParticulars PagePagePagePage
1.1.1.1. IntroductionIntroductionIntroductionIntroduction 56565656
2.2.2.2. Organization ChartOrganization ChartOrganization ChartOrganization Chart 57575757
3.3.3.3. Marketing MixMarketing MixMarketing MixMarketing Mix 58585858
4.4.4.4. Product mix & Market segmentationProduct mix & Market segmentationProduct mix & Market segmentationProduct mix & Market segmentation 59595959
5.5.5.5. Market ResearchMarket ResearchMarket ResearchMarket Research 60606060
6.6.6.6. Pricing PolicyPricing PolicyPricing PolicyPricing Policy 61616161
7.7.7.7. Channels Of DistributionChannels Of DistributionChannels Of DistributionChannels Of Distribution 62626262
8.8.8.8. AdvertisingAdvertisingAdvertisingAdvertising 63636363
9.9.9.9. Sales PromotioSales PromotioSales PromotioSales Promotionnnn 65656565
10101010.... CompetitorsCompetitorsCompetitorsCompetitors 66666666
11.11.11.11. ExportsExportsExportsExports 67676767
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IIIINTRODUCTIONNTRODUCTIONNTRODUCTIONNTRODUCTION
Marketing occupies an important position in the
organization of business unit. The modern concept of marketing may
be viewed from the customers’ point of view. Modern Marketing begins
with the customer, not with the production, sales, technological and
marks and it ends with the customer satisfaction and social well
being.In this way Marketing performs all those function which are
necessary to pass on goods from producers to the consumers in a
process to satisfy their needs.
Marketing is a total system of interacting business activities
designed to plan, price, promote and distribute want satisfying products
and services to present and potential customer.
The main function of marketing department is to know what the
customer needs are and how it can provide the maximum measure of
satisfaction to them, according to the consumer needs, marketing
department has to alter in production, quality production capacity,
variety, price, packaging, channels of distribution etc.
Marketing department is the heart of Bharat Gears Ltd. They have
a dynamic sales force of 20 professional & experts in its department.
Marketing manager (Mr. Jagdeep Singh) has gone for almost the world
tour for marketing purpose. The main purpose is to promote the
company, find new customer & study more about the market. Their
aim is to make a strong position in a competitive world.
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OOOORGANIZATION RGANIZATION RGANIZATION RGANIZATION CCCCHARTHARTHARTHART
Marketing department has to perform various functions rightly from
production to sales to ultimate customers. We can say that
Marketing department is an agent between prod to the ultimate
customer and therefore marketing department has various functions
like product planning, marketing research, servicing to customer
etc.
Following is the structure of marketing department in Bharat Gears
Ltd:
As per the organization chart of marketing department chief
working partner is the head and has to take all important decisions
of marketing department.
Chief Working Partner Chief Working Partner Chief Working Partner Chief Working Partner
MarkMarkMarkMarketing Manager eting Manager eting Manager eting Manager
Officer SaleOfficer SaleOfficer SaleOfficer Sale Sales Engineer Sales Engineer Sales Engineer Sales Engineer
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Promotion Promotion Promotion Promotion
Mix Mix Mix Mix
PlacePlacePlacePlace
MixMixMixMix
Price Price Price Price
Mix Mix Mix Mix
Product Product Product Product
Mix Mix Mix Mix
Marketing Marketing Marketing Marketing
Mix Mix Mix Mix
MMMMARKETING ARKETING ARKETING ARKETING MMMMIXIXIXIX
Marketing mix is the set of marketing tools that the firm uses to
pursue its marketing objectives in the target market.
According to Jerom McCarthy, the well known American professor
of marketing who describes the marketing mix in terms of the four
P’s classifying the variable under four head.
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Domestic Domestic Domestic Domestic
Market Market Market Market
OEM’s [original OEM’s [original OEM’s [original OEM’s [original
equipment equipment equipment equipment
After market or After market or After market or After market or
replacement market replacement market replacement market replacement market
PPPPRODUCT MIXRODUCT MIXRODUCT MIXRODUCT MIX &&&& MMMMARKET ARKET ARKET ARKET
SSSSEGMENTATIONEGMENTATIONEGMENTATIONEGMENTATION
PRODUCT MIX
A product mix is the set of all items that a seller offers for sale.
Product mix of Bharat Gears Ltd are Follows:
☯☯☯☯ ProdProdProdProduct planninguct planninguct planninguct planning
☯☯☯☯ Branding decisionBranding decisionBranding decisionBranding decision
☯☯☯☯ LabelingLabelingLabelingLabeling
☯☯☯☯ PackingPackingPackingPacking
☯☯☯☯ After sales servicAfter sales servicAfter sales servicAfter sales serviceseseses
MARKET SEGMENTATION
The concept of Market segmentation is based on the fact that the
markets of commodities are heterogeneous. Two consumers of
same commodity are never in conformity with each other as far as
their nature, habits, taste, interest, income, age, mode of purchasing
or other attitudes are concerned.
Export Export Export Export
Market Market Market Market
OEM’s [OrigOEM’s [OrigOEM’s [OrigOEM’s [Original inal inal inal
equipment equipment equipment equipment
manufactures]manufactures]manufactures]manufactures]
After market or After market or After market or After market or
replacement market replacement market replacement market replacement market
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MMMMARKETING ARKETING ARKETING ARKETING RRRRESEARCHESEARCHESEARCHESEARCH
Modern marketing system management does not produce what it
can sell but it puts the goods in the market whatever is desired or
required by the consumers what are the customer desires? Or what
does consumer what? It is a burning problem before marketing
executive. Marketing Research helps in gathering the useful info this
regard.
“ Marketing Research is systematic problem analysis model building
& fact finding for the purpose of important decision making &
control in the market of goods & services.
---- Philip Kotler
In Bharat Gears Ltd for domestic market, Marketing Research is
done by the company in participating in trade fair held anywhere in
the country. And secondly there is physical movement of their sales
people all over the country which give them the feed back about the
trend, competition, demand etc of the products.
After doing market research in domestic market they introduced
white metal PB-15 which lead to around 25% cost saving where by
the market share increased substantially.
For export market they started with engineering spares catering
after doing market research.
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PPPPRICING RICING RICING RICING PPPPOLICYOLICYOLICYOLICY
☯☯☯☯ Pricing policy:Pricing policy:Pricing policy:Pricing policy:
In Bharat Gears Ltd pricing policy is divided on the basis of the
products. They have two main categories of products. There is
original products and after replacement products.
☯ For they follow two types of pricing policy;
1. Tender system: It means that prices of product are often
fixed on tender basis.
2. Standard prices: It means that prices remain same for a
period of time either manufactures asks for increase or
customers asks for decrease.
☯ Bharat Gears Ltd follows the following pricing policy:
1111.... ““““What the traffic can BearWhat the traffic can BearWhat the traffic can BearWhat the traffic can Bear”””” pricing: pricing: pricing: pricing:
2222.... Skimming pricing:Skimming pricing:Skimming pricing:Skimming pricing:
3333.... Penetration pricing:Penetration pricing:Penetration pricing:Penetration pricing:
☯☯☯☯ Factors affecting pricing
In Bharat Gears Ltd the following are the factors that influence
prices:
� Quality of inquiryQuality of inquiryQuality of inquiryQuality of inquiry
� CompetitionCompetitionCompetitionCompetition
� Future of the pFuture of the pFuture of the pFuture of the productroductroductroduct
� The customer’s status (Creditability of that co.)The customer’s status (Creditability of that co.)The customer’s status (Creditability of that co.)The customer’s status (Creditability of that co.)
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Bharat Gear Limited Bharat Gear Limited Bharat Gear Limited Bharat Gear Limited
Customers from OEM’s Customers from OEM’s Customers from OEM’s Customers from OEM’s Distributor/Dealer network for after Distributor/Dealer network for after Distributor/Dealer network for after Distributor/Dealer network for after
mamamamanufacturingnufacturingnufacturingnufacturing
CCCCHANNELHANNELHANNELHANNELSSSS OOOOF F F F DDDDISTRIBUTIONISTRIBUTIONISTRIBUTIONISTRIBUTION
☯☯☯☯ Channels of distribution:Channels of distribution:Channels of distribution:Channels of distribution:
The entire function of getting goods into the hand of the consumer is
often referred to as distribution. It is the channel through which goods
are made to move as smoothly as possible to the desired place. In
other words, the route & pathway through which goods flow form the
place to consumption is termed as “ Channels of distribution”
☯ Different patterns of Distribution channels
1. Manufacturer�Consumer
2. Manufacturer�Retailer �Consumer
3. Manufacturer�Wholeseller �Retailer �Consumer
4. Manufacturer�Agent �Whole.S �Retailer �Consumer
As BGL is producing industrial prod its channels of distribution for
its industrial product is as follows:
Bharat Gears Ltd has large network. There are around 200
distributors & retailers in the network.
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AAAADVERTISINGDVERTISINGDVERTISINGDVERTISING
☯☯☯☯ Objective of advertising:Objective of advertising:Objective of advertising:Objective of advertising:
Advertising objectives are essential because it help the advertiser to
know in advance what the company wants to achieve:
☯ Objective of Bharat Gears Ltd:
1. Having major market shareHaving major market shareHaving major market shareHaving major market share
2. To develop & maintain good brand image due to tuff To develop & maintain good brand image due to tuff To develop & maintain good brand image due to tuff To develop & maintain good brand image due to tuff
competitioncompetitioncompetitioncompetition
3. To create demand for the product To create demand for the product To create demand for the product To create demand for the product
4. Increase in salesIncrease in salesIncrease in salesIncrease in sales
☯☯☯☯ Advertising Budget:Advertising Budget:Advertising Budget:Advertising Budget:
How much should a company spend on Advertising? This is
undoubtedly a major decision area in Advertising. This company
produces industrial goods advertising is not done on large
scale.Advertisement budget is decided on the basis of some
percentage of the total sales.
Advertising expenses incurred in
2008-2009 � 26, 00, 000
2009-2010 � 35, 00, 000
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☯☯☯☯ Advertising media:Advertising media:Advertising media:Advertising media:
Media consist of channels for carrying the intended advertising
message to a selected audience.
☯ There are various media of Advertising product:
1. Newspapers 6 .Outdoor media
2. Magazines 7. Transistor
3. Television 8. Window display
4. Direct mail 9. Point of purchase
5. Broad cast media 10. Through exhibition
6.
In Bharat Gears Ltd the most commonly used median are direct mail,
through exhibitions, window display & point of purchase. Through
direct mail they establish a direct communication to a number of
selected members of the target market. In print message they inform
them about new product or development or regular products.
☯☯☯☯ Advertising agency:Advertising agency:Advertising agency:Advertising agency:
Advertising agency has become a major institution
in the field of advertising & marketing. It is an independent concern
acting as a specialist in Advertising.
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SSSSALES PROMOTIONALES PROMOTIONALES PROMOTIONALES PROMOTION
Sales promotion includes those sales activities that supplement both
personal selling, advertising & coordinate them & help to make them
effective, such as display, shows and expositions, demonstration and
other non-recurrent selling efforts not in the ordinary routine.
☯☯☯☯ Objectives of Sales promotion:Objectives of Sales promotion:Objectives of Sales promotion:Objectives of Sales promotion:
Giving the gifts to the dGiving the gifts to the dGiving the gifts to the dGiving the gifts to the dealersealersealersealers
Special discount to the dealers & retailersSpecial discount to the dealers & retailersSpecial discount to the dealers & retailersSpecial discount to the dealers & retailers
☯☯☯☯ Sales promotion tools:Sales promotion tools:Sales promotion tools:Sales promotion tools:
DemonstrationsDemonstrationsDemonstrationsDemonstrations
Free samplesFree samplesFree samplesFree samples
Discounts Discounts Discounts Discounts
o Trade discounts to dealersTrade discounts to dealersTrade discounts to dealersTrade discounts to dealers
o Cash discount to customersCash discount to customersCash discount to customersCash discount to customers
Contest for DealersContest for DealersContest for DealersContest for Dealers
Premiums for DealersPremiums for DealersPremiums for DealersPremiums for Dealers
Coupons for DealersCoupons for DealersCoupons for DealersCoupons for Dealers
Gifts for DealersGifts for DealersGifts for DealersGifts for Dealers
In Bharat Gears Ltd they have various sales promotional tools.
Firstly they do promotion through coupons (for after market only).
Secondly they have cash discount. Thirdly have turnover discount.
Fourthly they are giving gift of Rs 11, 00, 00011, 00, 00011, 00, 00011, 00, 000 approx or any
amount mention in the scheme.
The expenses incurred on sales promotion are:
2008200820082008----2009200920092009 ���� 50,00050,00050,00050,000
2009200920092009----2010201020102010 ���� 80,00080,00080,00080,000
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CCCCOMPETITORSOMPETITORSOMPETITORSOMPETITORS
The major Competitors of Bharat Gears Ltd are:
☯☯☯☯ Gajra Gears LTD (Indore)Gajra Gears LTD (Indore)Gajra Gears LTD (Indore)Gajra Gears LTD (Indore)
☯☯☯☯ Patel Gears Ltd (Chennai)Patel Gears Ltd (Chennai)Patel Gears Ltd (Chennai)Patel Gears Ltd (Chennai)
☯☯☯☯ Balu India Gears LtBalu India Gears LtBalu India Gears LtBalu India Gears Ltd (Harayana)d (Harayana)d (Harayana)d (Harayana)
In domestic market i.e. within India they sell their products to most
of the cities like Jaipur, Bhopal, Kolkata, Bubneshwar, Mumbai,
Hyderabad, Banglore, Chennai, Delhi, etc. For after market products
they cover over 25% markets in India. They have very good market
status & image all over the country.
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EEEEXPORTSXPORTSXPORTSXPORTS
Bharat Gears Ltd exports its product in more than 8 countries in
the world.
Following are some of the countries in which the company exports:
Bharat Gears Ltd is regular supplier of Gears, Cranks to its
customers all over the world. Apart from existing manufacturing
product line exports, Bharat Gears Ltd also involves itself in the
export of critical spares / parts for marine application. Their market
performance in international market is just fantastic.