Marketing 1

What is Marketing? Marketing is “Managing profitable customer relationships” (Kotler,P,Armstrong) 2

Marketing Process Marketing is a process that identifies Market opportunities Satisfies customers Creates an edge over rivals Differentiates the product or service and Generates suitable financial rewards for the business (Dibb.S.Simkin L,2004) Marketing process consists of Market analysis Formulation of marketing strategy Tactical marketing mix programmes and Operational controls to implement 3

Extended consumer Buying Cycle – 7 stage pathway What does it do for me Is it for me ? Which one ? This oneThis is just what I wanted They care about me These are great. You should get one

Marketing Process 5

Traditionally,the marketing mix consisted of the 7 P’s – Product – Place – Price – Promotion – People – Processes – Physical environment 6

Marketing Process 7

Benefits from marketing 8

The important benefits of marketing are Improves product quality Reducing business risk Adding technological progress Creating choice for the customers Reducing risk for the customers 9

Public Relations in Marketing 10

Public Relations in Marketing Objectives of Public relation in marketing To know about our customers, market and competitors To communicate with the customer To secure cooperation To develop a favourable image 11

Public Relations in Marketing Objectives To know about our  Customers  Market  Competitors 12

Customer Who is a customer ? A customer is anyone who receives either goods or services from an organisation. Internal customers are members of staff who contribute towards the services provided to external customers. They include: Colleagues Managers/Supervisors Staff in other functional departments External customers are the people who actually buy or use an organisation’s products and services. 13

Market and Customers Why do they buy? When do they buy? How do they buy? What are their requirements? 14

Market Where do our products stand in the market ? Competitors Who are they? What are the challenges they pose ? What are their strengths and weaknesses? 15 Market and Customers

16 Understanding the customer needs

17 Understanding the Market Place and customer needs

To communicate to the customer Services we offer Values we cherish Network we use Traffic we handle Tariff we charge Constraints with which we operate 18

Services we offer What are the services available Where they are available Time during which they are available How they have been designed for the customers’ needs How the customers can make best use of these services 19

Values we cherish Recognition for men with integrity and devotion to duty Safety for public money Traffic we handle Magnitude Quality of service 20

Marketing - SWOT analysis and marketing S.W.O.T. is an acronym that stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis is an organized list of the department’s greatest strengths, weaknesses, opportunities, and threats. 21

Strengths (positive factors) Strengths describe the positive attributes, tangible and intangible, internal to our organization. What internal resources do we have? – Positive attributes of people such as knowledge, background, education, credentials, network, reputation, or skills. – Tangible assets such as existing customers or distribution channels, or technology. 22

Strengths (positive factors) What advantages do we have over our competitors? Do we have strong facilities? What other positive aspects add value? 23

Weaknesses (negative factors) Weaknesses are aspects of our department that detract from the value. What factors are within our control? What areas need improvement to compete with our competitor? What does our organisation lack (for example, expertise or access to skills or technology)? Does our organisation have limited resources? 24

Opportunities Opportunities are external attractive factors that represent reasons our organisation is likely to prosper. What opportunities exist in the market that we can benefit from? Is the perception of our organisation positive? Has there been recent changes that create an opportunity? Is the opportunity ongoing ? 25

Threats Threats include factors beyond our control We have no control over these, but we may benefit by having contingency plans to address them if they should occur. 26

Threats Who are your existing or potential competitors? What situations might threaten your marketing efforts? What about shifts in consumer behaviour, the economy, or government regulations that could reduce our sales? Has a new product or technology been introduced that makes our products, equipment, or services obsolete? 27

Exercise on SWOT analysis 28

Strengths of our department Vast Network Variety of products and services to meet the customers’ requirements Extraordinary goodwill among the people Oldest institution of the Government of India Approximately 90% of the Pos located in rural areas Large and skilled man power Operations funded by the public exchequer 29

Weaknesses Varying levels of infrastructure Limited use of technology Customers have a perception of poor service Lack of standardisation Ageing workforce Poor monitoring system and internal marketing 30

Opportunities Financial inclusion of residents in rural areas 80% of rural market is not converted by insurance and 40% rural population has no access to institutional credit. More business due to sustained growth of economy. Implementing India Post 2012 project – Provides a platform for modernizing, expanding the range of products and services enhancing the quality of services 31

Threats Globalization Entry of private sector Internet /Telecom revolution Changing expectations of the customer Competition from courier and other services Decline in demands for traditional mail products 32

THANK YOU 33