SELF - Introduction to Marketing

 

• Introduction To Marketing

1.  Customer Engagement by segmenting them as per there requirement need 
2. Stay ahead of its competitors in terms of  product |price |place and promotions.
3. Sales Revenue Profitability 
4. Increasing customer retention by make sure valuable customer requirement over the time.
5. Keep customers informed about new promotions, schemes and sales using (advertisement |digital marketing)

• Era of Marketing

1. Simple Era - Traditionally Mouth Marketing trade 
2. Production Era - Product are made in bulk amount and place over storage sell in low price
3. Sales Marketing  Era  - Stored Products need to be sell to generate revenue
4. Customer Relationship Marketing Era - Existing customer requirement and needs over the time kind of retaining the customers. 
5. Digital Marketing -  Marketing (email |sms | whats app | YouTube using reviews and rating of product).

• Segmentation Targeting Positioning ( STP Framework)

Segmentation

Separating  or choosing  approaching  group of  Customer as per there product requirement. 

• Bases of Segmentation: 

GEOGRAPHIC	DEMOGRAPHIC	PSYCHOGRAPHIC	BEHAVORIAL	BENEFITS BASED
Nations	Age	lifestyle	Usage	schemes |discount
State	Gender	Personality	Occasions	Sales
Region	Family		Usage Rate	GIFTS coupon
Cities	Income		Loyalty status	vouchers
Locality	Occupations		Buyer Readiness	loyalty points
Neighbor	Education		Attitude
	Religion		non users
	Ethnicity		Ex users
			Potential users
			First time
			Regular

• Challenges of Benefits based segmentation

1. Identifying  the right customers
2. Identifying the un desirable needs of customers

• Segmentation Strategy MAADS Framework

M- Measurable

A- Accessible

A- Actionable

D- Differentiable

S - Substantial

• Factors of Segment Targeting ( who | What |Why buy)

1. Segment attractiveness
2. Ability to influence consumers
3. Company objectives and resources

• Target Segmentation Strategies

Mass Marketing strategies - Ford cars

• Segmentation Marketing Stretegies 

different Multiple segments

• Nieche Marketing Straegies

Specific approach of product for multiple segments

• Positioning
• Unique Selling proposition
• points of difference
• points of parity
• Perceptual map

Shaping brand values providing unique facility (accessibly Availability reliable , speed of booking)

kind of customer retention  Solving customers issues customer care after products

Perceptual Map

            strong

Budget          Premium 

 

            Light