What is Marketing?
Marketing is the process of discovering and translating
consumer wants into products and services and then
in turn making it possible for them to enjoy the
products and services
Translating into products and
Marketing involves finding out
what your customers want and
supplying it to them at a profit
Marketing v/s Selling
Focuses on Focuses on seller’s
consumer’s needs needs.
Consumer enjoys Product enjoys supreme
supreme importance importance
Product planning and High pressure selling to
development to match sell goods already
products with markets produced.
Converting consumer Converting products
needs into products into cash
Cavet Vendor (let the Cavet emptro (let the
seller beware) buyer beware)
Marketing v/s Selling
Focus Means Objectives
Selling Selling and Profits through sales
Marketing Consumers’ Integrated Profits through
concept needs Marketing consumer satisfaction
The marketing concept calls for goal-oriented approach.
The objective is to earn profits through customer satisfaction.
What is Marketing Planning?
Marketing planning is to inject the philosophy
of consumer orientation into the total
business system and serves as a guide to the
What is Marketing Mix?
It is the combination of four inputs which
constitute the core of a company’s marketing
Purpose of Marketing Mix
The purpose of marketing mix is to
satisfy the needs and wants of the
customers in most effective and
Elements of Marketing Mix
Lets explore Marketing Mix
Some fast moving consumer good
(FMCG) are experiencing a decline in
the demand and thus losing their
Select one Fast Moving Consumer Goods
(FMCG) facing decline in the demand
As a market researchers, conduct a case
study of each aspect – price, place,
promotion and product itself
Prepare revival strategy multimedia
presentation of the product for the board of
A Big Question
What is the right marketing mix
for your product?
Some questions to explore
How can we determine a right
What are the factors that affect the
choice of the channel of distribution?
What influences the price of a
In what ways can surveys help us to
make business decisions?
Select one FMGC product facing decline in the demand
Conduct survey for studying the trend of market
Analyse the results and draw inferences
Use online thinking tools for studying elements of marketing
mix of your products in detail
Suggest revival strategy for your product
Your distribution channel. Picture it with diagrams.
Your pricing strategy. Indicate the price you will choose.
Your advertising program
Your plan to improve the product considering the
Create revival strategy presentation for board of directors
To work in teams
To note down your learning in journal
To refer to the marketing mantra score
sheet for self evaluation
Go ahead and master the
All the best