Marketing Funda

8/3/2019 Marketing Funda

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Marketing as Function

• Identifying Opportunitieso Marketing Information System

o Buyer behavior

• Develop Strategies

o STP (Segmentation, Targeting, Positioning)• Implementing

o Implement strategies using Marketing Mix (4Ps)

• Controllingo Marketing administration (Sales analysis, Market Share analysis,

Stocking Analysis)

• Consumers are not equalo Different willingness to pay (monthly/ fixed)

o Different technological requirements

o Different bundling inclinations

o Different adoption psychology

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• And that’s why, what they value is different. Marketing Strategy ischoosing the appropriate value of the product for specific group of consumers.

• Integrating marketing mix (all 4Ps) to have consistent, focused meaning

to the brand is what Integrated Marketing (Classical Marketing Approach)is all about.

• Brand Managers are central coordinators of all marketing activities fortheir brand and are responsible for developing and implementing themarketing plan & programs.

FMCGo They are used at least once a month

o They are used directly by the end-consumer

o They are non-durable

o They are sold in packaged form

o They are branded

• Segments

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o Personal Care, Household Care, Packaged Food and Beverages, Spirits and

Tobacco

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• BOI –Business Opportunity Index

• BCI –Business Capability Index

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• A Stock Keeping Unit, or SKU (pronounced either as an acronym or asan initialism is a unique identifier for each distinct product and service thatcan be ordered from a supplier. Usage of the SKU system is rooted in data

management, enabling the merchant to systematically track theirinventory, such as in warehouses and retail outlets.

An imaginary product, called a widget, has a part number of 1234. It is packed20 to a box, and the box is marked with the same part number 1234. The box isthen placed in the warehouse. The box of widgets is the stock keeping unit(SKU), because it is the stocked item. Even though the part numbers areinterchangeable to mean either a widget or a box of widgets, the box of widgetsis the stocked unit. There may be three different colours of widgets; each of these colours will be a separate SKU. When the product is shipped, there may be50 boxes of the blue widgets, 100 boxes of the red widgets, and 70 boxes of theyellow widgets shipped. That shipment would be said to have been a shipmentof 220 boxes, across three SKUs.

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http://en.wikipedia.org/wiki/Acronym

http://en.wikipedia.org/wiki/Initialism

http://en.wikipedia.org/wiki/Unique_identifier

http://en.wikipedia.org/wiki/Data_management


http://en.wikipedia.org/wiki/Warehouses

http://en.wikipedia.org/wiki/Retail_outlets

http://en.wikipedia.org/wiki/Widget_(economics)

http://en.wikipedia.org/wiki/Initialism

http://en.wikipedia.org/wiki/Unique_identifier



http://en.wikipedia.org/wiki/Warehouses

http://en.wikipedia.org/wiki/Retail_outlets

http://en.wikipedia.org/wiki/Widget_(economics)
















• VALS- Values, Attitudes and Lifestyles

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Pricing Methods•Markup Pricing•Target Return Pricing•Perceived Value Pricing•Going-Rate Pricing

•Sealed-Bid Pricing

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• AIDA is an acronym used in marketing that describes a common list of eventsthat are very often undergone when a person is selling a product or service:

• A - Attention (Awareness): attract the attention of the customer.• I - Interest: raise customer interest by focusing on and demonstratingadvantages and benefits (instead of focusing on features, as in traditionaladvertising)• D - Desire: convince customers that they want and desire the productor service and that it will satisfy their needs.• A - Action: lead customers towards taking action and/or purchasing.

Nowadays some have added another letter to form AIDA(S):

• S - Satisfaction - satisfy the customer so they become a repeatcustomer and give referrals to a product.

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http://en.wikipedia.org/wiki/Marketing


http://en.wikipedia.org/wiki/Marketing













Media Planning Vocabulary

•Media Class: Media Class is a type of medium such as television, radio,news paper, etc.•Media Vehicle: Any particular brand of any media type, which carries theadvertisement is a media vehicle such as star plus, the times of india, femina

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•Media Option: This is a detailed description of an advertisementscharacteristics other than the copy & art such as size/ length, color, location,etc.•Readership: Average number of readers, per edition for a print vehicle.

•Viewership: Average number of audience viewing a particular vehicle of atelevision programme.•Hits: Average number of surfers visiting an internet site in a specified timeperiod (usually a month)•Geographical coverage: used for radio audience. This refers to thegeographical coverage of the radio station•CPM: Cost per thousand (million)•Rating: Percentage of TV owning households exposed to a vehicle (TV)•Reach: The total number of different people who have been exposed to thecampaign•Frequency: The average number of times the target audience was exposed

to the campaign•GRP (Gross Rating Points): Gross exposures or media weight. Total numberof exposures generated by a media plan i.e. reach times frequency•As indicator of advertising weight: 400 GRPS vs. 200 GRPs.•As common unit of measure for:

•planning future advertising•evaluating results.

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•

Scheduling & timing Decisions•Flighting (Burst)-•Continuous-•Pulsing-

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