Marketing and buisness presentation for FBM.pptx

This i s a marketing presentation

1. Marketing Overview Akshay Kadam

2. Marketing Basics 4 P’s Core Value Proposition Segmentation, Targeting, Positioning (STP) Fragrance Industry in India Agenda

3. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.  Marketing

4. Product Price Place Promotion Value Proposition: Value proposition refers to a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service . This statement convinces a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings will. https://www.youtube.com/watch?v=keCwRdbwNQY https://www.youtube.com/watch?v=whpJ19RJ4JY 4P’s & Core Value Proposition

5. Segmentation (S), Targeting (T), Positioning (P) Segmentation Dividing the market into groups of (actual and/or potential) customers so that each group is relatively homogenous with respect to its characteristics, needs, evaluations or behaviours. The groups are called market segments. Marketing Framework

6. Value-based segmentation Profile-based segmentation – Geographic Region, country, urban/rural – Demographic age, gender, income, education – Psychographic life-style and personality variables e.g. style- conscious, risk-taker, fun-loving – Behavioural User status, usage rate, channel usage, loyalty status Basis of segmentation

7. – Pepsi’s New Generation campaign in 80s with MJ “..… where then-CEO Roger Enrico was looking for a big idea to launch his youth-targeted "New generation" campaign for the brand. "The goal was to make Pepsi look young and Coke look old, and Michael Jackson was in fact the choice of that generation …..” http://www.youtube.com/watch?v=po0jY4WvCIc https://www.youtube.com/watch?v=QZWgamF8YwA https://www.youtube.com/watch?v=kbxHHWmYGDI https://www.youtube.com/watch?v=6yk9rXOnciY TVC’s

8. • What is targeting • Criteria for target market(s) selection • Targeting approaches • Examples Targeting

9. Targeting: Selecting one or more markets to enter • Segment attractiveness – Segment’s ability to deliver value to the company and its collaborators • Segment compatibility – Company’s ability to create superior value relative to the competition Criteria for Targeting

10. • Mass Marketing https://www.youtube.com/watch?v=Eun0rWKpA5I • Segment-based marketing – Multiple segments or single segment concentration – Niche marketing: one or a few usually small segments • One-to-one marketing (also called mass customization) Targeting approaches

11. You can have any color you want, as long as it is black

12. Target: Premium segment: Trident Oberoi’s targeting approach

13. Target: Luxury Segment: The Oberoi

14. Marketer’s effort to occupy a clear, distinctive, and attractive position relative to competing products in the minds of target consumers • “not what you do to a product, it is what you do to the mind of a prospect” (Ries and Trout, 1972) What is Positioning

15. Firm’s offering Customer needs Competitor’s offering A: Points of parity (POP) B: Our points of difference (POD) C: Their points of difference Positioning framework

16. Functional – Product attribute – https://www.youtube.com/watch?v=b3ewdLFVyRI (Nissan Sunny) – http://www.funnycommercialsworld.com/urzza- campaign-power-26529.html (Urzza) • Monetary – Price / quality • Emotional – Product use https://www.youtube.com/watch?v=i9X7Lr-uplo Basis for Positioning

17. Tata Nano: Positioning? World’s cheapest car!! Who would want to buy this status Some of the other problems Includes rural segment but distribution network not robust Safety and production issues Political issues: delays due to Singur,… Why Tata Nano failed???

18. “Nano got wrongly positioned as a poor man's car. That was not the intention. It is very much an affordable family car…” Ratan Tata, 2012 http://www.youtube.com/watch?v=3WB87eo_obU How good is this positioning?

19. Peter England https://www.youtube.com/watch?v=JLiIEA2ZaXQ Van heusen https://www.youtube.com/watch?v=2104YUcrkgU Quiz

20. Demographics (Gender based positioning) https://www.youtube.com/watch?v=--nxSHw3BTA https://www.youtube.com/watch?v=JaRqqg4Tjig https://www.youtube.com/watch?v=wuolDtCniKc Psychographic (Lifestyle based positioning) https://www.youtube.com/watch?v=cbi9Eij5YPc https://www.youtube.com/watch?v=h-nkIPfBJN4 Fragrance industry adverts