1. Advertising As Marketing Tool

2. Marketing Process ► Four major stages:  Marketing environment analysis  Target market and positioning process  Market mix decisions  Customer

3. Marketing environment analysis ► Opportunity analysis ► Threat analysis ► Competitor analysis ► Company analysis ► Process begins with analysis of external environment factors like economic, social, political legal and technological providing opportunities and threats ► Depending on internal strength and weakness profile the marketer decides what opportunities to seek and how various relevant threats are to be avoided.

4. STP ► Identifying broad markets ( opportunity analysis) ► Market segmentation ( Threat analysis) ► Targeting ( Competitor analysis) ► Positioning ( Company analysis)

5. Marketing mix decisions ► Product decisions ► Pricing decisions ► Channel decisions  Marketer looks at competitors and their offerings to arrive at an appropriate marketing mix.

6. Promotions decisions Advertising, direct marketing, sales promotion, publicity, public relations, personal selling Promotion to ultimate customer / final buyer/feedback ( channels) Promotion through trade/agents to customer  After looking at opportunities marketer looks at customer base and occupation of space in his mind for the brand.

7. Marketing Mix decisions  Marketer makes critical decisions based on these to battle with competitors ( 4+2)  Product  Price  Physical distribution  Promotion  Packaging  People  Process

8. 4 Ps and 4 Cs ► Four Ps were given by McCarthy as broad tools of marketing. ► Later Robert Lauterborn gave customer’s point of view as 4 Cs corresponding to sellers’ 4 Ps. ► ProductCustomer solution ► PriceCustomer cost ► PlaceConvenience ► PromotionCommunication ► Emphasis on 4 Cs to design market mix.

9. Components of market mix ► Product ► IngredientsColourPackaging ► QualitySizeServices ► Designproduct varietyWarranties ► FeaturesBrand name Replacement & return ► Installationcustomer education & training ► Customer relationship & management

10. Price ► List price ► Discounts ► Credit terms ► Allowances ► Payment mode

11. Physical distribution ► Channels ► Coverage ► Inventory ► Warehousing ► Assortments ► Locations ► Transportation

12. Promotion ► Advertising ► Direct marketing ► Sales promotion ► Personal selling ► Publicity ► Public relations

13. Marketing tools ► Product life cycle ( PLC) curve – bell shaped ► Introduction-sales slow, no profits, heavy expenditure, buyers innovators, no competitor a product is new ► Growth-as product accepted, profit high, competition high, similar products produced ► Maturity- slow down a acceptance level is reached. Profits stabilise or decline, increased competition. Innovative marketing to be done ► Decline – declining sales and profits erode. Very few competitors left. Investment stopped.

14. SWOT analysis ► External environment analysis ( O&T)  Both macro and micro factors to be monitored.  Macro- non controllable. Impacts long term business plans & units.  Eg: social, legal, economic, political, technology  Micro – task factors – non controllable-impacts medium run. More direct impact  Eg: customers, employees, competitors, distributors, creditors, suppliers, other stakeholders

15. SWOT analysis ► Internal environment analysis (S&W)  Identify S&W to tackle O&T  Components related to functional areas like ► Marketing ► Finance ► Manufacturing ► Purchase ► R&D ► IT ► HR Leadership ► Image

16. Marketing Plan ► To provide assessment of current situation & position ► Focus efforts in an identified direction ► Give clear cut performance targets ► Identify ways to achieve targets ► Allocate resources ► Direct all towards the common objectives

17. Marketing Plan ► Should be a written document ► Spell out actions to be taken ► When, where, by whom and what resources are available ► Should be evaluated

18. Hierarchy of marketing plan ► Corporate mission ► corporate objectives ► marketing objectives ► marketing plan ► marketing strategies ► marketing programmes ► marketing tactics

19. Marketing Plan- content & structure ► Executive summary ► Current situation analysis ► Performance review ► Key issues ► Marketing objectives ► Marketing strategy

20. Marketing Plan-content & structure ► Marketing action plan  Target market  Mixing of marketing variables (4Ps)  Who is responsible for each action  When & where action will be?  How much is the budget for each action? ► Projected profit & loss statement ► Controls ► Contingency plan

21. Tools to estimate market demand ► Qualitative tools – opinion surveys- survey of buying intention, composite sales force opinion, Delphi technique ► Quantitative tools – ► Extrapolation ► Time series analysis ► Correlation ► Econometrics models

22. Ansoff’s Product –Market expansion ► Three ways of achieving growth: ► Intensification ► Integration ► Diversification  Ansoff speaks of market expansion by intensification – firm spots & utilises opportunities for improving products and market penetration of its existing businesses. and market development is by finding new markets for existing products

23. ► Thank you