guidelines to marketing planning and strategy

enjoy reading it ..hope it helps

http://www.scribd.com/doc/28348820/Marketing-Planning-Strategy

basics in selling skills

Some skills like -selling process, forecasting , territory management,recruitment,training ,compensation

..happy reading

http://www.scribd.com/doc/24945009/Basics-of-selling-skills

channel managment environment behavior direct

readers

some more snapshots on aspects of channel management..enjoy

http://www.scribd.com/doc/24479132/Snapshot-Environment-Behaviour-Physical-Distribution-Direct-Selling

channel management ..overview

introduction to channel concepts , an overview ..happy reading

http://www.scribd.com/doc/22791098/Introduction-to-Channel-Management

some interesting marketing successes of 2009 in India

Hi sharing with you all..was reading the BW , Nov 2009..thought it would be interesting to share..what is important that each of these successes .. they have a unique differentiation ..something which was clear to them and the consumers ..have fun

2009

• Consumer was seeking value and looking at fundamentals more than emotional connect
• Most companies emphasized on basic 4 P’s which became even more important –with 3 P’s of process/people/physical evidence becoming more important
• Starting April 2011 , valuations of brands will have a significant role in company valuations , & companies will have to report the growth in brand valuations & this would place the onus directly on the management

Samsung

• Launched 225 products in 2009 against 2000 the year before
• It is closing the gap effectively with technology breakthrough / products customized to Indian needs
• They made an exclusive 32” LED TV for Indian customers as Indians have smaller rooms
• They target to lead in product innovation space & be relevant to consumers

Aircel

• Till 2006 it was just in 2 circles with 2.2 million consumers
• Positioning was on non-voice uses –pay bills/book tickets/network with friends
• Monthly susbscriber additions have doubled from 600,000 6 months ago to 1.4 million

Rahul Gandhi

• Congress launched him as their marketing weapon
• He has added a new constituency” the youth “
• Shows freshness , sincerity , positivity – all of which is a rare combination amongst the politicians
• Political scion gifted with a glorious smile

Virgin Mobile

• Decided to target youngistan – focused exclusively on youth
• Focus on communication where the youth “ gets around “ not necessarily rebels ..they find a way
• Introduced many first “ including ..get paid to receive a call” -Cut clutter
• It has achieved a 92 % awareness , and 69 % consideration a year since its launch

LIC

• Their nearest competitor is less than 1/ 10^th of their size
• They increased their MS from 60 to 67% last year
• Their IMC initiative was through its people – they decided to give a select band of its agents the title of chief life insurance advisors ..and task them with appointing and mentoring agents ; hitherto the prerogative of development officers
• They created an army with brought about Rs 700 cr of business last year

Ghajini

• It raked in Rs 90 crores in the ist weekend of its release
• Marketing cost was Rs 7.5 crore and the global box office offtake Rs 260 crore
• They homestly told the consumers what to expect through a major use of IMC – Aamir’s physical appearance , the haircut , the in cinema visibility ; ushers having a similar haircut
• The audience was prepared for what they were going to see

Rakhi Sawant

• From an item girl she became the biggest start for NDTV imagine
• As a brand she is brash , crude , willingly flaunts her unsophistication
• Her appeal connected with the masses

Consumer Behaviour ,Response to Communication Stimuli

Hi

this is collated for a quick review , understanding of the same.

http://www.scribd.com/doc/20363403/Consumer-Behavior-to-Communication

A lot of understanding is drawn from "An Integrated Marketing Communications Perspective" from Belch & Belch

Integrated marketing communication process

With the media getting fragmented , budgets getting squeezed , consumers getting distracted an effective way being focussed nowadays is to target consumer touchpoints .

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Involves coordinating various promotional tools ,marketing activities to form a message , rather than only relying on media advertising

–-Get the consumer at touchpoints

–-Avoid duplication

–-Consistent message for the product /brand

–-Maximise the ROI ,more cost effective

–-Leverage on changing environment /behavior

–-Focus on actual purchase /trials

Tools of IMC

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-Advertising

•-Direct marketing

•-Interactive/internet marketing

•-Sales promotion

•-PR

•-WOM

•-Personal selling

•-BTL

-POS

•IMC planning process

-Review of marketing plan

–-SWOT :environment/competition/TG/product/distribution/ manpower…

•-Define the product message /TG/objective

•-Understand the best mix of IMC basis the product /message /TG

•-Understand the budget

•-Develop IMC

–-Message /strategy/tools of IMC/adapting the message

•-Integrate the IMC strategy/execution

•- Monitor/evaluate & control the IMC

POS

Participants of IMC

- Advertisers

•-Agencies

•-Media companies

•-Marketing communication specialists

•-Collateral services

Process towards defining the IMC for a product

• understand : opportunity /competition/target market-TG
• identify target markets - segment /define the positioning /product benefits
• product decisions- product/pricing /packaging /placement-distribution channels/promotional activities/people/processess
• elements of IMC which maximise the consumer touch-points and enable objectives
• monitor /evaluate /replan

•Consumer decision making process which IMC influences

•-Problem recognition need/repeat purchase/desire/greed

–-maslow’s heirarchy

–-Psychoanalalytic theory –sigmund freud

–-MR probes needs-in depth interview/FGD/associaiton tests/projecting techniques

•-Information search

•-Alternatives evaluation

•-Purchase decision

•-Post purchase evaluation –cognitive dissonance

•-Recommendation-WOM

examples abound

-Nano launch (Tata) ,Ghajini (Aamir Khan) , Virgin Airlines (Richard Branson) ,Hero Honda ( MTV roadies )

Depending on the stage of PLC of a product , IMC can work to address objectives like -

St

• awareness
• Recall
• Trials
• Informative
• Consumption
• Repeat purchase

St

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