Marketing

Marketing Management & Distribution Channel

Contents 1. 2. 3. 4. 5.

Marketing Mix Sales Process Buying Behaviour Model Salesmanship Selection of a Retail Store/Outlet

One must know • Consumer is the king. • Planning of sales calls is very important. • Time management is must.

1. Marketing Mix 4 Ps of Marketing • Product (Quality, ingredients, design, packaging, features) • Price (MRP, L.T., Sales Tax, VAT, Inco Terms- FOB, CIF etc.) • Place or Physical Distribution (Number of Intermediaries, MLM, Direct Marketing, emarketing, Telemarketing) • Promotion: (Sales Promotion, Advertising, Personal Selling, Publicity-WOM)

PRODUCT • Consumer Goods: FMCG- Grocery Items, Ice-cream Consumer Durables – TV/Laptop/Furniture • Indusrtial Goods: Pump, boiler, crusher • Consumables: Lubricants, Stationary Items • Utilities: Power, water • Convenience Goods: Maggi, Gillette Razor • Premium Brands: Xtramile/Xtrapremium/Hispeed Diesel Services: Airlines/Railways/hotel/college/hospital

PRICE • MRP (Max. Retail Price) • Market Plus Price- Raymonds • Competitive Price- Bombay Dying • Psychological Price- Bata • F.O.B, C.I.F (INCO Terms) for Import/export Pricing Strategies: Skimming (High price)- Tanishq jewellery Penetration (Low Price)- Nirma, Maggi, Lifebuoy

PLACE (Physical Dist.) • • • • •

Direct Marketing: M - C One level: M - Agent – C Two level: M – W.S. – R – C MLM (Multi Level Marketing) EMR (Exclusive Marketing Rights) Convenience Stores/ Departmental Stores/Retail Stores/Exclusive Showrooms/Franchise

PROMOTION • Sales Promotion: Sales exhibitions/trade fairs/rural huts/urban huts • Advertising- Cable, Billboard, TV Channel/ Print media- Local/national newspapers/magazines; FM Radio (Free N.P.) • Personal Selling- For Households and Vacuum Cleaner • Publicity-WOM (Word of Mouth): Tata, Godrej, Dettol, Lifebuoy, Milton, Pepsi, Nokia, Aastha /Zee channel, Microsoft, India Today

Hope now U know your market and How to market