MARKETING

MANAGEMENT II
Post – Mid Term
Integrated Marketing Communications
Integrated Marketing Communications
IMC Planning Model
Pillars of IMC
Advertising
Advertising Management
Advertising Process
Advertising Development Process
Creative Advertisings
Creative Advertisements
Creative Advertisements - Amul
Creative Brief
PR Management Process
Media Planning
Media Plan
Types of Media
Institutional Framework in Advertising
Advertising Decisions
Advertising Objectives (Sales objective, Behavioural
Goals, Communication related goals)

Budget (% of sales, Affordability, Competitive parity,

Objectives and tasks)

Copy Decisions

Copy Testing (Recognition, Recall, Persuasion,

Purchase behavior)

Media Selection (Media class, Media vehicles, Media option,

Scheduling and timing) (Reach, Frequency and Impact)
Advertising Decisions
Outdoor Advertising
Hoarding
Creative examples of Hoarding Ad
Creative Hoarding Ad
Sales Promotion
Types of Sales Promotion Activities
Sales Promotion Tools
Black Friday Sales
Sales Promotion and PLC
Direct Marketing Mix
Distribution Channel ( Length, Width)
Role of Intermediaries

Information Price Stability Promotion

Financing Title
New Role of Intermediaries
Channel Conflict
Causes of Channel Conflict
Managing the Sales Function
Managing the Sales Function
Role of sales manager
Compensation = Salary/Commission/Both
Retail Management
Marketing Strategy
Core business process
Core Competencies
Holistic Marketing Framework
Vision statement
• A vision statement is sometimes called a picture of your
company in the future

• Your vision statement is your inspiration, the framework for all

your strategic planning.

• It describes what you are trying to build and serves as a

touchstone for your future actions.

• A vision statement may apply to an entire company or to a

single division of that company.

• The vision statement answers the question, "Where do we

want to go?"
Mission Statement
• A mission statement is a short sentence or paragraph
used by a company to explain, in simple and concise
terms, its purpose(s) for being.

• These statements serve a dual purpose by helping

employees to remain focused on the tasks at hand, as
well as encouraging them to find innovative ways of
moving towards an increasingly productive achievement
of company goals.
Mission statement
• Microsoft – Empower every person and organization on the planet to
achieve more.
• Bill & Melinda Gates Foundation – We see equal value in all lives.
And so we are dedicated to improving the quality of life for individuals
around the world.
• Chipotle – To change the way people think about and eat fast food.
• MGM Resorts International – The leader in entertainment & hospitality
- a diverse collection of extraordinary people, distinctive brands and
best in class destinations.
• Nike – To bring inspiration and innovation to every athlete in the
world.
• Walmart – We save people money so they can live better.
• Starbucks – To inspire and nurture the human spirit – one person, one
cup and one neighborhood at a time.
• Tesla – To accelerate the world's transition to sustainable energy.
• Airbnb – Belong anywhere
• JP Morgan – To be the best financial services company in the world
Marketing Strategy
• A business' overall game plan for reaching people and
turning them into customers of the product or service that
the business provides.

• The marketing strategy of a company contains the

company’s value proposition, key marketing messages,
information on the target customer, and other high level
elements.
Marketing Plan
• The marketing strategy informs the marketing plan, which
is a document that lays out the types and timing of
marketing activities.
Recent changes in the marketing Process
• One to one marketing
• Mass customization
• Group buying
• Retargeting
• New Innovative products
Absorption
• Niche marketing
Passive Entertainment Educational Active
• Experience marketing
Esthetic Escapist

Immersion
Market Strategy Model – Product Market Fit

Distribution Internationalization
Extensive Coverage Repositioning

Reposition, New Situation, Concept marketing

Broaden Product Horizons Market development
Competition oriented marketing strategy
• Value chain analysis
• Cost leadership
• Differentiation
• Focus
Marketing warfare strategy
Customer Relationship Management
Type of customers
Pareto’s Principle
Customer relationship management process
CRM Tools
Marketing Organization
Marketing Organization
Marketing Performance and Control
Marketing Performance and Control
Marketing Performance and Control
RURAL MARKETING
Rural India - Definition
Organization Definition Limitations

NSSO ( Census) Population density < 400 / Sq Km  rural not defined

75 percent of the male working
population is engaged in agriculture
No Municipal corporation / board

Planning Towns upto 15,000 population are Town characteristics not

Commission considered rural defined
LG Electronics All places other than the 7 metros Only clarifies what are the
cities
NABARD All locations with a population upto Village & town
10, 000 considered “ rural” characteristics not defined

Sahara Commercial establishments located in Population characteristics

areas servicing less than 1000 unknown
population
Rural Employment Patterns( Male)

Sector Year – 1987 ( % share in Year -2004 ( % share in

employment) employment)
Agriculture 75 67
Transport & 2 8
Communication
Trade & Hotels 5 7

Construction 4 7

Manufacturing 7 8

Source: NSSO data, Mckinsey Global Institute Study, 2004-05

Rural India – Population Trends

1971 1981 1991 2001

Total 548.2 683.3 848.3 1026.9

Population
(in million)

Rural 524.0 628.8 741.6

Population
(in million)

As a 76.7 74.3 72.2

proportion
of total
population
Decadal 19.8 16.7 15.2
Variation

Source: Census 2001

4 Ps – Rural Marketing
Product in Rural Market
FMCG Consumption Trends
Products Urban( 1000 HH) Rural ( 1000 HH)
Toilet Soap 998 992
Washing Cake 980 950
Cooking Oil 968 952
Hair Oil/ Cream 897 787
Tea 876 758
Toothpaste 822 449
Washing Powder 819 576
Electric Bulb 723 394
Shampoo 663 352
Biscuits 579 314
Health Beverages 324 67
Source: National Council for Applied Economic Research, 2002
Fake Products: Some Examples
Pricing
• Internal & external factors

• Selecting pricing methods

• Pricing adaptations

• Low price points – Simple

packaging – utility around
packaging material

• Highlighting value
Price Adaptations ( Indicative)
• Product sharing services, Example:
Tractors

• Product Bundle pricing, Example:

HUL Operation Bharat
•
• Free gifts – may sometimes not
work in rural areas

• Special event pricing- Hero Honda

Rs. 500 campaign
Place- Rural Distribution Challenges
 Large number of small markets

 Dispersed population and trade

 Poor connectivity

 Low availability of suitable dealers

 Inadequate banking/ credit facilities

 Poor product display and visibility

 Poor communication of offers and schemes

Levels of Distribution
Level Partner Location

1 Company Depot/ C & FA National/ State level

2 Distributor/ Van Operator/ District level

Super Stockist/ Rural
Distributor

3 Sub Distributor/ retail Stockist/ Tehsil HQ, towns and large

sub stockist/star seller villages

4 Wholesaler Feeder towns, large villages,

haats

5 Retailer Villages, haats

Distribution Adaption( Indicative)
• Hub and Spoke Model, Example: Coca Cola

• Use of Affinity groups, Example: Project Shakti

• Haat Activation, Example: Colgate

• Syndicated distribution, Example: Cavin Care &

Amrutanjan

• Use of marketing co-operatives, Example: Warna

Bazaar in Rural Areas

• Mobile traders, Example: FMCG companies

Promotion- Adaptations for Rural Markets
Conventional Non- Conventional Personalised

Television Haat and Mela Direct mailer

Radio Folk Media( puppet POS

and magic show) (demonstration,
leaflet)
Press Video Van Word of mouth

Cinema Mandi Interpersonal

communication

Outdoor: Wall Animator

Painting, Hoarding
Melas & Haats
Melas
1. 25,000 melas
2. Companies can concentrate on
the top 100 melas
3. Pushkar Mela in Rajasthan
4. Organised by the state
veterinary department
5. Product sales, promotion,
demonstration and database
generation
6. Cultural activities and rural
sports
Haat
1. Periodic markets located in larger
villages(> 40,000)
2. 10 – 50 villages are serviced
3. Sunday markets are most popular
4. Average number of outlets is 315
and average daily sales is about Rs
2 lakhs
5. Traders participate in at least 4
haats
6. 81 percent of the visitors are repeat
customers
Types of Promotions
 Advertising

 Sales promotions – coupons, contests, demonstrations and

sampling, Example: Tata Shaktee Haat Hungama

 Direct marketing, Example: Videocon

 Publicity, Example: Project Shakti and AP Online

 Using a direct selling through a sales force, Example: Swasthya

Chetna for Lifebouy

HUL – Project Bharat
• In 1998 HUL’s personal products unit initiated Project Bharat,
the first and largest rural home-to-home operation to have ever
been prepared by any company. The project covered 13 million
rural households by the end of 1999.
• During the course of operation, HUL had vans visiting villages
across the country distributing sample packs comprising a low-
unit-price pack each of shampoo, talcum powder, toothpaste and
skin cream priced at Rs. 15. This was to create awareness of the
company’s product categories and of the affordability of the
products.
• For HLL, a one rupee or a five rupee sachet or the Kutti Hamam
(the small Hamam) helps in giving the consumers a trial
opportunity. While it does help in generate volume but not in
terms of values. "Till the time that volume - value equation is
managed better.
 "Yaara da Tashan...” ads with Aamir
Khan created universal appeal for
Khaitan fans' ad on a horse cart Coca Cola
Characteristics
SERVQUAL
SERVQUAL MODEL - GAP
Customer Expectations and Zone of
Tolerance