Marketing Information System

Marketing Managers and other Information users Analysis Planning Implementation Uretrol

Marketing Information System Developing Needed Information Internal Database Assessing Information needs Marketing Intelligence Informatio n Analysis Marketing Research

Distributing and using Information

Target Markets

Marketing Channels

Marketing Environment Competitions

Public

Macro Environment Forces

Definition:- Marketing Information System Consist of People equipment and Produces to gather, sort analysis, evaluate and distribute, needed, timely and awrate information to marketing decision-maker

The Marketing research process

Defining problem and research objectives

Developing The research plan for collection Information

Implemengl the research plan collecting and analysis the data

Interpreting reporting findings

and the

Population / universe :- Refers to all those people with the characterizes which the researcher wants to study within the content of a particular research problem. Census /Sample. Total No. Sample size Selected Sample Sample unit. Sampling Procedure

Probability (a) Simple random (b) Stratified (divided in digs Parts (c) Cluster (Survey to group)

Non- Probability (a) Convenience (b) Judgment (c) Quota

Cluster :- Population is divided into mutually Inclusive group . Strategic Marketing Planning

Strategic Planning:- the prepress of developing and maintaieng the strategic fit between the organizational goods and capabilities and its Changing Marketing Opportunities. 1) Anmol Plans 2) Strategic plans 1) Anmol Plans or long revge Plans deal with the companies errant businesses and how to keep them going. 2) Strategic Plans Involves adapting the firm take advantage of opportunities in its arrestingly Changing environment. Steps in strategic planning

Defining The comp mission

Setting comp Objectives and goals.

Designing Business Portfolio

Planning Marketing and other Functional Strategies

1) Definers The Comp Mission :(a) It must be Market oriented and defined in terms of customer needs.

(b) It should be specific, should fit the market environments. (c) It should be Mutating. (d) It should be realistic Business Portfolio :- The collection of businesses and Products that make up the company. (BCG)

Growth share matrix (Boston Consulting Growth Approach

Stor

$
Cash Cow High

Dog

Low High Relative Market share Developing strategies from growth & Downsizing Low

Existing Product Existing Markets New Markets Market Penetrates Market Development

New Products Product Development

Diversification

1) Market penetration :- (Covering more deeper areas) = A Strategy for

company growth by inversing sales of current product to current market segments without changing the product.
2) Market development :- A Strategy for comp growth by Identifying

and developing new market sequent for new current companying Products.
3) Product Development = A strategy for comp Growth by offering

Modified or new products to current market segmentation.

4) Diversification= A strategy for comp Growth through the compares

Current products and market.

5) Downsizing= Reducing the business portfolio by eliminating Products

Business units that as not profitable or that no longer fit the cowponies overall Strategy.

Planning Marketing

1) Partnering to build customer relationships :(a) Partnering with other company department (b) Partnering with other in Marketing System. Value chain :- The series of department tat carry out value creating acuities to design, to Produce, Market, Deliver and support a firers Products. Value delivery Network :- The network mode up of comp, Supplies, Distributors Ultimately Customer who partner with each other to emperors the perforates of the entire system.

1) Marketing Strategy the Marketing Mix

Marketing Intermediaries Competitors

Customer Value Product Readership Price

Supplies

Publics

Marketing Analysis :1) Swot Analysis S = W= O = T = Strength Weakness Opportunity Threats

2) Marketing Planning

Analysis

Planning Develop Strategic Plan Develop market Planning

Implementat ion Carry Out the Plans

Control Measure Results Evaluate Take Corrective Action

Marketing Plan ( Planning) 1) 2) 3) 4) 5) 6) 7) Executive Summary Current Marketing Situation Threats & Opportunities Analysis Objectives & Issues Marketing Strategy Artier programs Budgets

8) Control

Marketing Audit :- A Comprehension Systematic independent and periodic Examination, Objectives strategies and activities to Detersives Problem areas and Opportunities to Recommend a Plan of action to improve the Company Wartimes Performance. Return on Investment :- The net suture from a marketing investment Divided by a cost of Marketing Investment.

Marketing Investment

Marketing Return Improved Customer Value And Sati faction

Increases Consumer attraction

Inversed Customer retention

Cost of Marketing Investment

Inversed Customer life time value and customer Equity

Return on marketing Investment

Unit-II
Market Segmentation Def :- Dividing a Market into smaller groups with distinct needs, Characterizes or behaviors who might require separate products or marketing veins, those market sequestration companies divide large, Heterogeneous markets into smaller Segments that can by reached hore effecisutele and effectively with products and servers that match this unique needs. Benefits of Market Segmentation 1) 2) 3) 4) 5) Minimises Aggregation risk. Helps to know company capabilities Provide opportunity to expand market. \ Helps create Innovations. Creates gains to consumer. Basis of Segmentation Market Segmentation

Geographic 1) Region 2) County 3) Climate 4) City

Demographic 1) Age 2) Gender 3) Income 4) Usurpation 5) Education

Psychographic 1) Social class 2) Life style 3) Personality

Behavioral 1) Ocassions 2) Benefits 3) User Status 4) Loyalty Status 5) Readiness Stage

6) Religion 7) Race 8) Nationality

6) Attitude 7.Towards products

Readiness Intruded to Bay Aware unaware Informed

Attitude Enthusiastic Indifferent

(Not Friendly) Hostile Positive Negative

Criteria / Requirements for Effective & Augmentation 1) 2) 3) 4) 5) Measurable Accessible Substantial Differentiable Actionable

Market Targeting The process of evaluating each market segments attractiveness and selecting one or more segment to enter. Evaluating Market Segments 1) Segment size growth. 2) Structural Attractiveness 3) Company Objectives & Resources.

Selecting Targeting Marketing Segmentations

A set of buyers sharing comer needs of characterizes that the company decides to serve.

Targeting Marketing Strategies Undifferent iating (Mass marketing) Differentiated (Segmented Marketing)
Castrated (niche) Marketing

Micro Martine clear or Individual Marketing

Differentiation and Positioning Value Preposition = How to create differentiation Value for targeted value. Differentiation = Actually differentiating the firms Market offering to create superior customer value. Positioning = Arranging for a product to occupy a clear detective and desirable place related to competition products in the minds of target consumer. Product Positive = The product position is the complex set of perceptions Impressions have for the product compared with competing Products. (1) Positioning Maps Emplaning there Differentiation & Positioning strategies marketers often prepares perpetual Positioning maps which show consumer perception of their brands versus competing products or important Buying dimensions. (2) Choosing a Differentiation and posturing strategies :-

(i)

Identifying possible value differences and competitive advantage. (ii) Choosing the right competitive advantage. (iii) Selecting on overall positioning strategy. (i) Competitive Adv = An adv aver competitors gained by offering Consumers greater value Either through lever Prices by providing more benefits that justify high prices . (ii) Choosing the riqut-------- Adv :1) How many differences to promote (vsp) 2) Which differences to promote = The diff which are to by promoted should satisfy the full criteria :(a) Important (b) Distinctive (c) Superior (d) Communicable (e) Preemptive (f) Affordable (g) Profitable File ups :1) Marketing if customer oriented 2) Suppliers are the parts of micro environment 3) The connection of business & products that make up a company business portfolio 4) The sample is a segment of the population elected for marketing research to represent population as a whole 5) Human wants that are packed by buying power is Demand .

Consumer Behaviors Def :- The decision process & individual activity engaged in when evaluating, acquiring, using or disposing of goods& services.

The study of consumer behaviors if the study of how individuals make decisions to spend their available resources(Right time, Money, efforts) on consumption related items. It includes the study of what they buy, why they buy, when they buy, where they buy, how often they buy it and how often they use it. Importame of C.B 1) Consumers do not always act or react as a theory would suggest. 2) Consumer preferences are changing and becoming highly diversified. 3) Consumer research had pointed out that consumer dislike using identical products & prefer differentiated products to reflect their special needs, personality & lifestyle. 4) Meeting of special needs of customers requires market segmentation . 5) Rapid in production of new products with technological advancement has made the fob of study me consumer behavior more imperative. 6) Implementing the marketing concept falls from studying consumer behavior.

Model of consumer Behavior (Black Box Model) Marketing& Other stimuli Marketing other Product Economic Price Technological Place Political Promotion Actual Buyers Black Box Buyer characteristics Buyer Decisions Process Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amt.

As. A markets is always interested to know consumers respond to various marketing stimuli-product, pure. So, He studies the relations up betting market Aural & Consumer Response these this s

Characteristics Affecting Consumer Behavior

Cultural Culture Sub-Culture Serial Class

Lower

Hide Upper Marketing

Social Reference Groups Family Role & Status

Personal Age & life cycle stages. Economic satiation life style. Personality & Self concept

Psychological Motivation perception Learning Beliefs & Attitudes

Buyer

Life Style

A Activity I -- Interest O Opinion

VALS Life Style Classification

5 Brand Personality Traits 1) Sincerity Eg = Campbell. 2) Excitement 3) Competence 4) Sophisticating 5) Ruggedness Levis, Woodland

Drawbacks Perception (How we see the world around) 1) Selective Attention . 2) Selective Distortion. 3) Selective retention. Marketing Management The Buyer Decision Process

Need Recogniti on

Informat ion Search

Evaluating of Alternation

Purchase Decision

Post Purchase Blearing

The Buyer decision Process for New Product Awareness Interest Evaluation Trail Adoption Influence of characterizes on Rate of Adoption 1) 2) 3) 4) 5) Relative Advantage Compatibility Complicity Divisibility / Trainability Communicability.

Adopter Categorization Innovators Early Adaptors Early Majority Late Majority Laggards Intro Growth Maturity Decline

Case Study The 70 Yrs old textile Comp. Arvind mills, has reimmented itself and six of its brands have token the center stove in the highly competitive garment market. From a manufacturing driver comp, Arvind has Emerged as a marketing led organization, outsourcing a lot of its main products, Merchandising and increasing range of assceories and setting up an exclusive retail chain for its top of the live brands. Launched in April, 1997 Exclaimer brand uses polyester cotton blended fwced mainly from maffat Lal Industries It is the a medium priced segment in formal wear, that Arvind Hopes to fill, U.S.P and is priced Between Rs 475 and Rs 645. The brand targets the same segment as of flying machines (FM) the oldest but least successful. The Arvind Brand FM has 35 Exclusive Showrooms and Exclaimer 25, with plans to make them 100 each by tue Next year, along with 75 each for lee and Arrow, which could give Arvind the biggest retail Network in the Business. It has Used Some Branding & Theater with FM Ruggers by FM range including Cotton pants, Shirts, Knits, as well as belts, bags & sore. Q1) Identify the problem in this care ? Q2) What segmentation strategy Arvind has used for FM ? Q3) Why did Arvind pos tioved the Exclaimer brand close to FM when it was unsuccessful ? Ans1) Itro 1) FM was failed or least successful 2) It was Manufacturing has. 3) Targeted same price segment . Point to overcome for (arguments) Ans 2)

1) Behavioral Segmentation 2) FM To ( Riggers by FM) Sub branding.