MIM Marketing

8/2/2019 MIM Marketing

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What is a marketing plan?

Marketing plan include a description of its competitors, the demandfor the product or service, and the strengths and weaknesses froma market standpoint of both the business and its competitors.

Description of the product or service, including special features

Marketing budget, including the advertising and promotional plan

Description of the business location, including advantages anddisadvantages for marketing.

Pricing strategy.

Market segmentation.


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What are the steps in

solution selling?

Solution Selling is a collection of methods that

includes tools, job aids, techniques, and procedures

that help salespeople.

Developing a complete understanding of criticalbusiness issues faced by each customer

Helping customers to understand the value of

potential solutions

Creating a strong desire in customers to buy products


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Continued.

connect

analyze Plan create Develop Prove close implement Review

Steps of solution

planning


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Define consumption,

consumerism, non-consumersConsumption.

The process in which the substance of a thing is completely destroyed, usedup, incorporated or transformed into something else. Consumption of goodsand services is the amount of them used in a particular time period.

Consumerism

Organized-efforts by individuals, groups and governments to helpprotect consumers from policies and practices that infringe consumer rights tofair business practices.

Non consumer.

This could refer to a person that typically does not consume aspecific product or service. It could also mean a person that may purchase aproduct or service for use by another person such as a child or employee.


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What are ground activations and why is itconsidered better than mass media?

Explain

The first step in getting your new promotion started.

When you stop talking and start doing.


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Explain CSR built in business

strategy? Why is it important?


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Dynamics of Social Responsibility

Inside vs. Outside Stakeholders Duty to serve societyplus duty

to serve stockholders

Flexibility is key

Firms differ along: Competitive Position

Industry

Country

Environmental Pressures Ecological Pressures


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Types of Social Responsibility

Economic the duty of managers, as agentsof the company owners, to maximizestockholder wealth

Legalthe firms obligations to comply with

the laws that regulate business activities Ethicalthe companys notion of right and

proper business behavior.

Discretionary voluntarily

assumed by a businessorganization.


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CSR & Profitability Corporate social responsibility

(CSR), is the idea that business hasa duty to serve society in generalas well as the financial interests ofstockholders.

The dynamic between CSR andsuccess (profit) is complex. Theyare not mutually exclusive, andthey are not prerequisites of each

other.


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How will you decide on a sample size and

what sampling technique will you use?


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Sampling

Why Sample?

Cost - Samples are cheaper

Time - Samples take less time

Population availability - Sometimes, it is hardto enumerate the population. You may not beable to reach all population members

Cost of non-sampling errors - If the likelihoodof non-sampling error is high, use a sample


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SamplingSome Key Ideas for sample size

Choose the smallest sample which willmeet your requirements based on

confidence, precision, and error. Sample size.

And the #1 there is no consistent

relationship between population size andsample size.


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Sampling

Classification of Sampling Techniques

Probability sampling Simple random sample (SRS)

Systematic sampling (every nth) Sample frame divided by sample size yields skip interval

Stratified sampling Proportionate

Non-proportionate

Cluster or areal sampling Single-stage

Multi-stage

Non-probability sampling Convenience sampling

Judgmental sampling

Quota sampling

Snowball sampling


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Sampling

Convenience sampling Least expensive; most convenient Selection bias; sample notrepresentative;

Judgmental sampling Low cost; convenient Not generalizable; subjective

Quota sampling Control over key variables Selection bias;notrepresentative

Snowball sampling Useful when dealing with lowincidence Time-consuming

Strengths and Weaknesses of Non-Probability Sampling Techniques

Technique Strength Weakness


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Sampling

Simple random sample Easy to understand; Sample frame constructionresults generalizable a problem; may not be

representative

Systematic sampling May increase representativeness; May decreaseeasier to implement that SRS representativeness

Stratified sampling Includes all important sub-groups Many variables defy stratification;variable selection is crucial

Cluster sampling Easy to implement; Can be imprecisevery cost effective

Strengths and Weaknesses of Probability Sampling Techniques

Technique Strength Weakness


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Sampling

Nature of Research Exploratory Conclusive

Relative magnitude of samplingand nonsampling errors Nonsampling larger Samplinglarger

Variability in the population Low High

Statistical considerations Unfavorable Favorable

Operational considerations Favorable Unfavorable

Conditions favoringNonprobability Probability

Factors Sampling Sampling

Choosing a Sampling Technique


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What rural strategy will you apply to

enter rural markets

BY COMMUNICATING AND CHANGING QUALITY PERCEPTION

BY PROPER COMMUNICATION IN INDIAN LANGUAGE

BY TARGET CHANGING PERCEPTION

BY UNDERSTANDING CULTURAL AND SOCIAL VALUES BY PROVIDING WHAT CUSTOMER WANT

BY EFFECTIVE MEDIA COMMUNICATION

BY ADOPTING LOCALISED WAY OF DISTRIBUTING

PAINTINGS

MELAS


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DEVELOPMENTAL MARKETING

Developmental marketing is a process through which

awareness is created

>could be demonstration>could be presentation

>Free samples

Awareness

Trial

Purchase

Post-Purchase Satisfaction

Colgate

program Operation Jagruti

Switch from Charcoal to Colgate tooth powder

HLL - Free samples of Lifebuoy

Cavin Kare Free sample of Chik Champoo

Marico IndustriesParachute coconut oil

Sudhata ki pehchan smell to differentiate between real and spurious


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Why branded fuel like petrol fail to

win the consumers wallet? A sustained campaign and catchy slogan convinced consumers that

an extra rupee was value for money to get a cleaner, racy,purring engine for their car.

They converted many customers to branded fuel. In petrol, theconversion ratio was as high as 28-30% and for diesel it was 20%,but then around 2009, the government raised the taxes sharply andeverything changed

Prices of both branded and non-branded petrol and diesel haveseen a series of increase in the current financial year due to thespurt in crude oil prices. Petrol has been increased seven times, by

a cumulative Rs 7.94 a litre to Rs 55.87 in Delhi, since April. TheIndian basket of crude oil which had averaged between $75-80 perbarrel is now above $91. The current years average price is $79.09per barrel, up 13 per cent from the 2008-09 average of $69.76.


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"The primary motive of the oil companies to sellpremium fuels was to compensate the losses incurredin the normal category due to subsidised fuel rates,".

Oil firms, however, reject this view. The image of

branded fuel took a beating after a consumer bodyhauled up oil companies and asked them tosubstantiate the claims of superior performance.

Sale of branded diesel has suffered more than petrol.Its sale volume has dipped 84.4% in five years against

53% of branded petrol. The sale figures of brandeddiesel are also depressing, which went down by 69% inOctobe


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Consumption of branded fuel


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FUTURE OF BOOKS


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HISTORY OF ebooks

In 1971 Michale Hart created electronic

versions of the:-

The Bible

Alice in wonderland

Shakesspeares work


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History of ebooks

For 17 years very few ebooks were on net.

By 1998 1600 ebooks were registered on net.

By 2008 3 million ebooks were on the net.

Ebooks were then available in differentlanguages.


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AMAZON.COM

In 2003 Amazon.com launched eBooks.

The readers were able to read chapters andpreviews before buying the books.

Introduction of electronic ink.


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Kindle

Ebook reader

Light weight

Rs. 2500 onwards

Upto 3500 ebooks.


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ipad

New GEN e-reader = Tablet

700gms

High price $499

Digital display.

Two pages at a time.

Upto 60,000 ebooks 16 GB,32 GB memory.


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AAKASH TABLETS

Low price tablets.

Beneficial for students.

Efficient for Pre-Reads.


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clutter breaking campaign


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Kahaani Marketing strategy

MIM Marketing

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