Welcome to the

Session
 Marketing
& Branding
 Marketing . 1

Marketing Mix 2 Agenda

S.T.P. 3

Branding . 4

Few Important Terms 5

PMFME Support . 6
An Introduction
Today wherever you go everyone is talking about
marketing. Marketing is there in your life for
each second. You are getting marketing
messages every time.

Marketing consists of a number of interrelated

activities and the decision in one area affects the
decision in other areas.
Pillars of Business/Functional Areas

Finance
Human Resource
Production
Marketing
What is Marketing
Marketing starts much before the production of
goods and goes ahead/moves after the selling
and distribution of goods also.
Marketing refers to activities a company
undertakes to promote the buying or selling of a
product or service.
It includes advertising, selling, and delivering
products to consumers or other businesses.
 There are lots of activities included in the marketing.
Few of them are:

Identifying and selecting the type of customer,

understanding their needs and desires;
Designing product or services that suits the
customers' desires;
Persuading customers to buy at the firm's
offerings and
Storing, moving, and displaying goods after they
leave the production site.
Sales and Marketing are different ?
Basis of Difference Sales Marketing
Definition & Meaning Sales refer to the transfer of Whereas marketing is about understanding the
ownership from seller to buyer. needs and wants of the customers.
Scope Narrow Broader

(It includes only Selling of the (Whereas marketing includes Advertisement,

product.) Sales, Research, Customer satisfaction, After
sales services etc.)

Skills required Selling skills It required analytical skills

Orientation Focus on Product Focus on Customer

Objective Prompting buyers in such a way that Main objective of the marketing is to identify
they turn out as buyers. the needs of customers and create products as
per their requirement to satisfy those needs.
Decisions taken by Marketing Manager

There are various types of decision

taken by the marketing manager.
These are related to product, price,
place and promotion.

These are known by........?

Marketing Mix
The whole marketing is based on 4 Ps,
commonly known as marketing mix. These
4 Ps are:
Product
People
Price Process
Promotion Physical Evidences
Place
One of the expert (Robert Lauterborn) has explained Marketing Mix
in the form of 4Cs in the figure:1
(a) Product:
It deals with physical attributes of the product and the
benefits associated with the product. The product should
be properly designed, coloured and packed.
(b) Price :
Pricing means fixing monetary value of the product.
While pricing a product, managers consider various
factors such as costs, legal framework, prices charged by
competitors and the prices that consumers are ready to
pay. Managers must price the product to recover the
costs and earn a reasonable return on capital.
(c) Promotion :
It refers to firm’s communication with the consumers regarding the
product. It motivates them to buy the goods. Sales can be
encouraged in various ways viz. (i) Advertisement,
(ii) Personal Selling and (iii) Sales Promotion: It includes holding
contests, lotteries etc.
Assorted combinations of sales promotion techniques can be used.
(d) Place :
Place mix identifies the route through which goods are transferred
from sellers to buyers. The seller may sell directly to the buyer or
through intermediation of wholesalers and retailers. More than one
channel of distribution can be adopted at the same time; for example,
a wholesaler can sell through retailers and also directly to
consumers.
A glimpse of the activities covered in Marketing Mix showed in the figure 02
Product Mix
and
Product Line
 What is Product-Mix ?

• Set of all product offered for sale by

a company.
• It consist of various product line.
 Product Line
• A product line is a broad group of
products, intended for essentially similar
uses and possessing reasonable similar
physical characteristics.
 Product Mix of Hindustan
Unilever Limited

Home & Personal Beverages

Care

Personal Hair
Laundry Skin Care Oral Care Deodorants Tea Coffee
Wash Care
Lux Fair & Brooke
Surf excel Sunsilk Pepsodent Axe Bru
Lovely Bond
Lifebuoy
Rin Ponds Clinic + Close-up Rexona Lipton
Liril
Wheel Vaseline
Hamam

Breeze

Dove

Pears

Rexona
Segmentation, Targeting and Positioning (STP): A Marketing Tool/
Model
 Segmentation

Market Segmentation refers to the process of creation of small groups

(segments) within a large market to bring together consumers who have
similar requirements, needs and interests.
In simpler words market segmentation can also be called as Grouping.
Basis of Segmentation:
Demographics which focuses on the characteristics of the customer. For ex.
age, gender, income bracket, education, job and cultural background.
Psychographics which refers to the customer group's lifestyle. For example,
their social class, lifestyle, personality, opinions, and attitudes.
Behaviour which is based on customer behaviour. For example, online
shoppers, shopping centre customers, brand preference and prior purchases.
Geographical location such as continent, country, state, city or rural that the
customer group resides.
 Targeting/Target your best customers
Once the marketer creates different segments within the
market, he then devises various marketing strategies
and promotional schemes according to the tastes of
the individuals of particular segment. This process is
called targeting.

Example: Companies selling life insurance for people

close to retirement age may target people 50 and over.
Positioning/Position your offerings

Positioning is developing a product and brand image in

the minds of consumers.
Means by which goods and services can be differentiated
from others and so give consumers a reason to buy.
What else it includes...
It can also include improving a customer's perception
about the experience they will have if they choose to
purchase your product or service.
Example of STP
Garnier offers broad range of products for both men and
women.
Each of their brands has been targeted well amongst the
specific market segments. (Men, women, teenagers as well as
older generation)
Men - Sunscreen lotions, Deodorant
Women - Daily skin care products, hair care products
Teenagers - Hair colour products, Garnier Light (Fairness
cream)
Older Generation - Cream to fight signs of ageing, wrinkles
A female would never purchase a sunscreen lotion
meant for men and vice a versa. That’s brand
positioning.
An another example:
Brands in our life; from Morning to Night
What is Brand ?
“A brand is name, term, sign, symbol, or a combination
of them, intended to identify the goods and services of
one seller or group of sellers and to differentiate them
from those of competition.”
There are few features of brand:

Brand is Massive asset.

Brand is Promotional Tool.
Brand is Weapon to Protect Market.
Brand is a Means of Identification for Customers.

According to https://brandirectory.com/rankings/india/table
Latest status….
Branding

Branding is the exercise of giving a specified name to

a product or group of product of one seller.
The process of finding and fixing the means of
identification is called Branding.
In nut shell, naming product, like a naming a baby, is
known as branding. Thus branding is management
process by which product is named; i.e. branded.
Significance/ Importance of Branding

There are lots of advantages of Branding to the

different people viz. producers, middlemen,
customers.

Companies are putting lots of efforts/

strategies to make the brand. Let’s see...
 How to create a brand name?
1. Differentiated
2. Meaningful
3. Longevity
4. Imagery
5. Trademark-able
Term associated with Brand...
Brand Image
Challenges Faced by the Marketer
Before we close....
Provision of Branding and Marketing
Draft guidelines minutely explains the provisions
regarding Marketing and Branding support available
under PMFME scheme from point no. 7.1 to 7.6.2.

Guidelines are available at https://pmfme.mofpi.gov.

in/pmfme/#/Home-Page
Case in point.....of few micro enterprise (s)

-Importance of Market Research

-Turmeric powder Manufacturer
-Case of the Paper Boat
A short case study..
 Thank You
sanjaybhayananiftem@gmail.com

Marketing is really theater. It's like staging a performance. - John

 Don’ts in Brand Names

1. Spelling-challenged: Twyxt – Houzz - Svbtle

2. Copycat: Yammer
3. Annoying: combinations of initials.
4. Curse of knowledge: Mzinga – Eukanuba – SPQR restaurant
5. Hard to pronounce: Xobni