Best Marketing Practices Best Marketing Practices

MARKETING

BEST

PRACTICES

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INTRODUCTION

eting 

ommunication process s the purpose of individuals or groups-directly or indirectly able are of products and services isfy their existing or newly-identified needs and wants.

he process of planning and executing the conception ,pricing, pr tribution of ideas, goods and services”

eting strategy:

be defined as using the vision and planning to create and deploy y’s assets and capabilities most profitably”

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MARKETING SPECIALIZATIONS Branding CRM Direct marketing Global marketing Internet marketing

Social media marketing Search engine marketing Guerilla marketing Wholesale marketing

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SIX LOW COST MARKETING TOOLS

me of the most popular low cost, cutting edge technolo keting tools that SMEs are using these days:

lectronic Newsletters

mail Autoresponders

elf produced audio-video CD’s

elephone hotlines

nternet based Pay-per-click advertising

oice broadcasting 08/26/09 08/26/09

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MARKETING PRACTICES -“PRODUCT”

New product development Forecasting the future for new products Product decisions: branding packaging labelling

Product management- Life Cycle Managing the Product Portfolio

Example: TATA NANO 08/26/09 08/26/09

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MARKETING PRACTICES-

“ DISTRIBUTION”

Channel structure: consists of producers, manufacturers, and final customers who are involved in the functions of buying, selling and transferring goods and services.

Determinants of channel structure:

•Distribution tasks that need to be performed •Economics of performing distribution tasks •management’s desire for control and distribution

Decision areas of channel management:

• Formulating channel strategy • Designing channel structure • Selecting channel members • Motivating channel members • Coordinating channel strategies with marketing 08/26/09 6 08/26/09 6 BEST MARKETING PRACTICES mix

“COMMUNICATION”

MARKETING PRACTICES -

Tools of marketing communication: • Personal Selling-

Eureka Forbes

• Advertising – Mudra communication • Publicity • Sales promotion

– Free samples , coupons, loyalty

programmes

• Sponsorship marketing • Point of purchase communication-

signs,

placards, banners, flex-boards, mirrors, 08/26/09 08/26/09

shelftalkers

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MARKETING PRACTICES- “PRICING” Determinants of price Demand (Cost price response)

Strategic concerns

•Positioning •Objectives BASE PRICE SELECTION •Pricing Strategy •Price/quality Signaling

Legal/ethical concerns

Cost

Possible adjustments over the base price

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BEST ONLINE MARKETING PRACTICES

d care of customers cle marketing ease visibility of the articles ding the best words –keywords and using it to attract the rea gs social networking sites tents should be fresh and updated frequently ge of friends and loyal customers to spread the word iate marketing ertising on free or low cost pages.

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BEST ONLINE MARKETING PRACTICES

Benefits: • Reduced costs • Inventory reduction • Improved customer service • Market / product development oppurtunities • Increased brand equity • Convert prospective customers into buying customers • Information Transfer( speed & cost ) 08/26/09 08/26/09

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VIRAL MARKETING DEFINED Viral marketing and Viral advertising  It refers to marketing techniques It uses pre-existing social networks to produce increases in brand awareness It achieves other marketing objectives (such as product sales) Through self-replicating viral processes, analogous to the spread

of pathological and computer viruses.

It can be word-of-mouth delivered Enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, 08/26/09 08/26/09

ebooks, brandable 11 11 BEST MARKETING PRACTICES

VIRAL MARKETING

EXAMPLE

ssic example of viral marketing is -one of the first free Web-based e-mail services.

ategy is simple: e away free e-mail addresses and services, ch a simple tag at the bottom of every free message sent out: Get your private, free email at http://www.hotmail.com" and, n stand back while people e-mail to their own network of friends d associates,who see the message, n up for their own free e-mail service, pel the message still wider to their own ever-increasing circles o d associates.

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DIRECT MARKETING

marketing  sub-discipline and type of marketing.

n definitional characteristics which distinguish it from other type ng.

hat it attempts to send its messages directly to consumers, the use of intervening media. This involves commercial commun mail, e-mail, telemarketing)with consumers or businesses, unsolicited.

d characteristic is that it is focused on driving a specific "call-to-

ect of direct marketing involves an emphasis on trackable, ble positive (but not negative)responses from consumers imply as "response" in the industry) regardless of medium.

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EXAMPLE

o's,using the direct marketing strategy to reach the c advertisements initially showed the telephone number heir different outlets and promised to deliver hot fres as at customer's doorstep in 30 minutes. there are several food chains, consumer product com service organizations that are using the direct marke tegy for effectively reaching out to their customers. marketing is gaining importance, especially in urban rkets and has emerged as an alternative form of mark s like the orange cellular phone services ve been built through an effective use of ect marketing tools.

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THANK YOU

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