Marketing as a continuous process
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Transcript of Marketing as a continuous process
MARKETING MANAGEMENT
ACONTINUOUS PROCESS
Presented by
Mr. Prafulla Kumar Padhi
MBA,M.COM,SIMAP-IIT-KGP
Asst.Professor
(Marketing & General Management)
MARKETING means Mark it
Means To find out CustomersTo search the CustomersTo create the Customers
Now
Marketing = Brand Building
BRANDING means
Search new human needs, social needs, earthly need.
Create and develop the unique productCreating the value to it to satisfy the
overall needs
brand
Name ,Logo, Symbol etc….. But
Now
Brand = Quality+Response+Caring
MARKETING
MAINTAIN THE BRAND IMAGE
by
APPLICATION
OF
ATTACK THEORY
BRANDING
SEEING,TOUCH,FEEL,USE What we see for several time that is
brandWhat we touch and feel good and
relax ,satisfaction feelings that is brand
Attack theory of branding
Attack to harass and demoralize the opponents, and eventually secure permanent footholds
ThroughImprove quality & product applicationScientific packaging, logical ,economical
distribution systemProduct service management
TYPES OF ATTACK THEORY
MONKEY ATTACKGUERILLA ATTACKTIGER ATTACKSNAKE ATTACKCROCODILE ATTACKFROG ATTACK
Monkey attack
360 DEGREE FAST MOVEMENT QUALITY.flexibilityMonkey may be old,older,oldest, IT
NEVER FORGET TO JUMP AND CLIMB.
The product must have multi usability
Guerilla attack: Guerilla search everywhere and attack anywhere, anytime
from any angle interpret the normal marketing operation as a
form of aggressive action.Example : Reject : (SCM) Normal supply chain management
Adopt :
Geostationary satellite communication system with radio frequency identification. It will give real time updated data and required figure about distribution channel.
Tiger attack
These animals seem also to possess an astute sixth sense and be able to differentiate between an unarmed human being and an armed man deliberately pursuing them, for in most cases, only when cornered will they venture to attack the latter, while they go
out of their way to stalk and attack the unarmed man.Develop and Design product in plastic
material by weakness spotted out of paper, wood and steel materials.
Snake attack
Snakes extremely rarely attack without provocation and this animal could have been easily and safely relocated.
Design and develop the competitor’s product which has higher market share.
Crocodile attack
Crocodile always uses it’s maximum capacity to attack anything.
Produce the product in which you have maximum control over it.
Frog attack
The large cave frog swiftly hops through the tunnels looking for a ... insects.
Company has to wait and hold to new opportunities without failing
Continuous market surveyContinuous R&D services
3C of Branding
C- Continuous CommunicationC- Continuous Creating ValueC- Continuous Consumer Satisfaction
MARKETING Means
Continuous brand promotionContinuous supply of material and final
productsContinuous customer relationshipContinuous profit making
Continuous Branding
BRANDING- 40s & 50s: Romancing the consumer
BRANDING IN INDIA
PERSONALITY SALES PRODUCTS
60s: Romancing the brand
70s: Dimensionalizing beauty
70s: Dimensionalizing beauty
60-70s: Dimensionalizing beauty
70s: Dimensionalizing beauty
80s: Owning the category space
90s – Early 2000s: Advanced skin benefits
Lux ambassador
2000s LUX
LUX 2013s
LUX :Man’s favorite
LUX AND SRK
The BATON continues ……
THANK YOU