4. Stratergies in Various Industries

7/30/2019 4. Stratergies in Various Industries

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Why Marketing ?

Marketing builds value in your products and services for yourcustomers.

Marketing helps build customer relationships.

Marketing establishes a brand image.

WHY MARKETING?


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1. Online 24-hour

reservation

2. Tour operator/travel

agent

1. On the ground

services2. In flight services

1. Premium pricing

2. Low cost pricing

3. Cheap fares

1. Advertising

2. Sales promotion

3. Publicity

4. Word of mouth

MARKETINGMIX

Price

Place

Promotion

Product


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FLYKINGFISHER

PRODUCTS

Kingfisher First

Kingfisher Class

Kingfisher Red

PRICING

Premium pricing

Low-cost pricing

PLACE

80 domesticdestinations

Internationaldestinations

Tickets through ATMs

PROMOTION

Brand AmbassadorHoardings/ Press

Release

Sponsorships


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Price of the tickets

Routes

Frequency

Facilities related with rates

MARKETING STRATEGIES


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ZERO DELAY

Ensuring Zero delay on Departure and arrival.

- By use of new techniques by ATCs

- By opening new Airports

Advanced information to travellers regarding any

delay.


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Free food

Subsidized foodVariety in food

FOOD


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Allowing extra more luggage

Less rates on extra luggage

Providing Cargo facilities to traders

LUGGAGE


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To provide the facility of hotels when there is

excess delay.

Providing food and other services in case of

delay and waiting hours.

FREE LODGING


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Airlines try to offer combined packages with

the chain of hotels

- for discounted rates of rooms

- for frequent travellers

- for the families on holidays

COMBINED PACKAGES


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Benefits to the customers:

- discount on the prompt payment

- discount on the next tickets- point system for further conversion

- % of ticket as money back

TIE UP WITH BANKS


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Insurance (free/nominal charges)

- On Life

- On Luggage of the fliers.

INSURANCE OF FLIERS


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Home pick up and drop facility

Private Charter Planes

LUXURIES


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Mergers between various airlines for route

sharing in case of international flights.

MERGERS FOR ROUTES


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Introduction of Larger aircrafts like

Airbus A-380.

TECHNOLOGICAL MARKETING


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Added facilities . . .

More facilities like

- making calls during the flights.

- internet , movies on LCDs


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MARKETING FOR BUSINESSES

Bigger cargo aircrafts for :

- luggage

- import and export of good- for trading of goods

- for managing employees


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Some Vintage Airline Advertisements


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Some Modern day Airline

Advertisements


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Aggressive Advertising By Kingfisher

Kingfisher attacking other airlines in its advertisements


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Bank marketing

Bank marketing is the aggregate of functions,

directed at providing services to satisfy

customers financial (and other related) needs

and wants, more effectively and efficientlythan the competitors keeping in view the

organizational objectives of the bank.


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Todays Market strategies

Designed after taking into account the strengthsand weaknesses of the organization.

bank with clientele from various segments could

think of market penetration by offering theexisting range of services to existing customers.

Bank which are not facing acute competitioncould think of Market Development by offering

the existing services to new customers. design new product range for their customers of

various segments


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products


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Place

Banks are coming up with extension counters,specialized branches, banks acquisition andamalgamation so as to have sufficient point of contactswith the customer.

With the advent of technology other point of contactshave come up. Such as:

ATM

Telephone banking

Online banking Mobile banking

Video banking etc.


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atm


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Online & mobile banking


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promotion

Publicity

Advertising

Personal Selling

Sales Promotion


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Punch lines & logo:


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Current marketing strategies

Mediapromotion

celebritySponsoring

events

Offering itemshaving your

brand identity

Referralservices

Direct mailing

Cold calling


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ICICI Bank A Case study


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Industrial Credit and Investment corporation

of India bank - largest private sector bank in

market capitalization

Second largest overall in terms of assets.

largest issuer of credit cards in India


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MARKETING OF SERVICES BY

ICICI BANK:

Product :

Saving account: offers a power packed Savings

Account with a host of convenient features

and banking channels to transact through.

Senior citizen services: convenience with

benefits

Fixed Deposits : Safety, Flexibility, Liquidity

and Returns


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Recurring Deposits: Affordability and higher earnings. Roaming Current: access your accounts at over 500

networked branches across the country.

Loans: Home Loans. Personal Loans. Car Loans, two Wheeler

Loans, Commercial Vehicle Loans. Loans against Securities,educational loans etc

Investments: ICICI Bank Tax Saving ,Foreign ExchangeServices, Senior Citizens Savings Scheme, 2004.

Cards: Credit card, ATM card, travelers card

Demat services Online money transfer

Mobile banking


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7 Ps of ICICI Bank

Pricing

1. Pricing Decisions related to interest, fee orcommission.

2. RBI

3. Raising Number of Customers


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7 Ps of ICICI Bank

Place

1. Services are sold through branches

2. Making Promised Services available to theultimate users.

3. Branches OF ICICI:

1900 in India and 33 in Mumbai.


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7 Ps of ICICI Bank

Promotion

1. Advertising - Television, radio, movies, theatres

2. Print Media- Hoardings, newspaper, magazines

3. Publicity- Road shows, campus visits, sandwich man,Sponsorship

4. Sales Promotion- Gifts, discount and commission,

incentives, etc.

5. Personal Selling- Cross-sale (selling at competitors place),6. Telemarketing- ICICI one source Call center (mind space)


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7 Ps of ICICI Bank

Process

1. Standardization- ICICI bank has got standardizedprocedures got typical transactions

2. Customization- Specialty counters at each branch to dealwith customers of a particular scheme

3. Simplicity- Separate counters exist with clear indication

4. Customer Involvement


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7 Ps of ICICI Bank

Physical Evidence

Financial Reports- The Companys financial reports are issued to thecustomers to emphasis or credibility

Tangibles- Pens, Writing Pads to the internal customers. Passbook andCheque books to the customers.

Punch lines- Khayal Aap Kaa

Employees Dress Code- ICICI bank follows a dress code for theirinternal customers


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7 Ps of ICICI Bank

People1. All people directly or indirectly involved in the

consumption of banking services.

2. Workers, Employees, Management and otherConsumers

3. Employees of a Bank represents the organization toits customers.

4. Internal Marketing


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FMCGFAST MOVING CONSUMERGOODS


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Stands for Fast Moving Consumer Goods

Also known as Consumer Packed goods

(CPG)

FMCG goods are generally replaced or used

over a short duration of time

FMCG


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Industry variants

Personal

care

Household

care

Branded and

Packaged

Food and

beverages


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Examples :

Household Care:

Ariel, Rin , Hit,

Food and Beverages:Coca Cola, Sunfeast ,Taj Mahal , Fortune

Oil

Personal Care:

Ponds, Pentene, Axe, Loreal


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FMCG ProductsDetergents

Soaps

Beverages

Shampoos

Confectionaries

Creams


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Product characteristics

Products belonging to the FMCG segment

generally have the following characteristics:

They are used at least once a month

They are used directly by the end-consumer

They are non-durable They are sold in packaged form


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MARKETING STRATEGIES


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INTRODUCTION OF LOWER UNITS

Henkel withdrew 500 gm pack priced at 46 rs

and introduced 400gm pack at 40 rs

Amul introduced 25gm butter packets , which

have registered more sales than its 100 and

500gm packs.


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COST CUTTING STRATEGIES

Companies have cut down their expenditure

on advertisements

Soap companies have shifted to cheaper

options of raw materials.


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MERGERS AND ACQUISITIONS

In 2005 Dabur India announced the acquisition

of Balsara Hygeine and Home Care businesses


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Marketing Management in Education

The production, packaging and distribution

of information is one of the societies major

Industries. Among the marketers of

information are schools and universities,

publishers of encyclopedias, non fiction

books and specialized magazines, makers ofCDs and internet websites.


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DEVELOPMENT OF MARKETING IN EDUCATION

Initially, more stress was laid on Theory.

Practicality was not Emphasized.

Curriculum was confined to the text only.

No Developmental Activities for students wereorganized.


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Now, more stress is laid on Practicality.

Learning by Doing is the key.

Sources like T.V., Internet, etc. make learning

Interactive and Easy to Learn.

Also the Development of Electronic

Environment has proven to be very User

Friendly and keeps the User Updated.


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7Ps of

Education sector


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Product

Core Product:

Tuitions/lectures

Brand Name

Practical Training(Labs)


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Augmented Product:

Industry Visit

Industry internship/Training

PDT(personality Development Training)

Co-curricular Activities/Extra Co-curricular

Activities

Carrier Advancement


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Place

Building

Classrooms

Laboratory

Campus

Websites Auditoriums


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Discussion Rooms

Hostel

Games Rooms

Parking

Canteen

School/Colleges Stationary Shop Facilities


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Price Various Fees like Tuition fee, Exam fees, Lab fee,

Development fee, etc.

Industrial Visits cost

Cost of Stationary

Price to be Paid by the Educational Institute:

Rent/Construction cost

Utility bills & Maintenance cost Promotion Cost

Salaries of the staff

Promotions


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PromotionsPublicity

Advertising

PersonalSelling

Sales Promotion

PublicRelationship


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Advertising - Television, radio

Print Media- Billboards, Pamplets, Hoardings,

newspaper, magazines Publicity- Word of Mouth, Alumni Base

Sales Promotion- Discount, Combo Pack, FreeStudy Material, etc.

Personal Selling- Cross-sale (selling atcompetitors place)

Telemarketing- One source Call center (mindspace)

Public Relations- CRM, CSR

Process


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Process

Refers to the systems used to assist theorganisation in delivering the service.

Process :

Standardization- Most Schools has got

standardized basic pedagogy.


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Technical Improvements- Few of the

educational institutes use smart class modules

which require technical expertise.

Simplicity- For the easy understanding of

Students whole curriculum is divided into

various subjects/Modules.


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People

Teacher/lecturer

Managerial Staff

Students Maintenance Staff/Housekeeping Staff/Guards

etc


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Physical Evidence

LOGO/Punch line Brand Name

School Uniform

Website Degree/Diploma

School Stationary with Names

Seal of the institute

Badges Letter Pad of the institute


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Marketing strategies in education

Online admission centers

Interactive e learning classes

Study guides

Subscriptions

Collaborations with universities.

Branding

Consultancies


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Evolution in education marketing

Mobile is the key development in

evolution of education markets.

Internet evolution

Brand evolution

Awards focus on quality content

Various training programs


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Marketing strategies in education

Online admission centers

Interactive e learning classes

Study guides

Subscriptions

Collaborations with universities.

Branding

Consultancies


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..Education till nowChalk and Talk

Teachers explain the concepts

Students listen to the teachers

Try hard to visualize how it happens

Teacher asks a few random questions

Mostly the same set of brightest students hands go up, theanswers are given

The class ENDS with some ?????


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How is Educomp smartclass implemented inSchools?

Provision of digital content mapped to schools

syllabus All hardware , equipment and accessories

installation and maintenance

Initial and ongoing training of teachers

Day to day support and monitoring of usage Full time manpower deployed in school to assist

absorption


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Other Educomp Products..


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FMCDFMCD

SECTOR


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INTRODUCTION

In economics, a durable good is a good

that does not quickly wear out, or more

specifically, one that yields utility over

time rather than being completely

consumed in one use.

Price Durability Utility


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CLASSIFICATION

FMCD

ConsumerAppliances

Whitegoods

Browngoods

ConsumerElectronics


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Strategies implemented in

FMCD sectorStrategies implemented in FMCD sector


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EXPANSION OF PRODUCT LINE


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By LAUNCHING PREMIUM PRODUCTS

Apple iTablet and Microsoft Courier.

TARGETING UNTAPPED RURAL


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TARGETING UNTAPPED RURAL

MARKET

Nokia C3 Touch and Type...

7,200

Nokia C5 White...

7,605

Nokia C7 Black...

18,652

Nokia E72 Black...16,849

Nokia X2 Black...

5,185

SUITABLE TO EVERYONES POCKET AND

DEMAND

COUNTERPART STRATEGY


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COUNTERPART STRATEGY

Blackberry takes a shot at Apple!

APPLE ANSWERED BLACKBERRY!

BRAND BUILDING
http://c/Users/welcome/Desktop/ZFMCD/New%20folder/Blackberry%20takes%20a%20shot%20at%20Apple!%20[ad].flvhttp://c/Users/welcome/Desktop/ZFMCD/New%20folder/Apple%20Hits%20Back!!.flvhttp://c/Users/welcome/Desktop/ZFMCD/New%20folder/Apple%20Hits%20Back!!.flvhttp://c/Users/welcome/Desktop/ZFMCD/New%20folder/Blackberry%20takes%20a%20shot%20at%20Apple!%20[ad].flv


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BRAND BUILDING

Retailing Attractive locations


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Retailing-Attractive locations

Croma, E Zone andReliance Digital

DIRECT SELLING

METHODS

ORGANIZED

RETAILING METHOD

E-COMMERCE

4. Stratergies in Various Industries

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