star soap mid term project of marketing channel

8/8/2019 Star Soap MID TERM Project of Marketing Channel

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Submitted To:MR. Mohammad Ali

Submitted By: Arslan Ahmed 10375

Shahid Anjum 10370

Khawar Jalal 10377Shakeel Shahzad 10371Hassan Farooq 10372Ibrar Sohail 10366

MBA (3rd Semester)

SUPERIOR UNIVERSITY

Suggestions & Feedback: [email protected] STAR SOAP

Secret of Men Whiteness

mailto:Suggestions%20%26%20Feedback:%[email protected]




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STAR SOAP COMPANY

INTRODUCTION

Star soap co. had been established in 2010 in Lahore by Mr. ArslanAhmed In the year of 2010 in the month of January, he felt a great needforgetter infrastructure of white soap for whiteness purpose boom in hiscountry. So he decided to launch Star SOAP.

In the earlier stages, it only worked in Lahore Pakistan successfully, butas time passes, Mr. Arslan with the consultation of his Directors of the

company agreed that Pakistan is Worlds best place at that time for STARSOAP Boom.

So now STAR SOAP is in Pakistan since January 2010. It is working inalmost all the cities of Pakistan with best available packages andservices.

EXECUTIVE SUMMARY The following marketing plan forms the basis for the introduction of aninnovative new product by the SIX-STAR Company. The analysis allows usto outline the best strategies to follow for achievement of the company’sstrategic goals. “STAR WHITENING SOAP” for Men will be marketed as aunique functional whitening soap for men while striving to reinforce thecompany’s status as the leader in innovation and successful productlaunches. The marketing strategies will enable to reach a market size of an estimated 332,603 people (targeted) with a forecasted sales growthprospect 8.3% over the next 4 years (Rs. 1995618 profits), whilesatisfying the needs of the still-unserved market shares within thismarket, while strategically carrying the company up to the top spot asthe market leader in the functional whitening soaps segment of soaps.

COMPANY’S MISSION“We are here to provide complete satisfaction to Men which are sensitiveto their skin color and want to improve their skin color”.

COMPANY OBJECTIVES

TRUST OF THE CUSTOMER ON OWN SERVICES IS the pride of the STARSOAP. We always tried to arrange best possible services to our customerwhich any other company does not offer. We really value the customer. A







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right word is customer have the status of order perception is that we arecontribution in the whiteness progress of Pakistan. We will be all the timewith Pakistan this process as our motto is“All time Whiteness”

Add some Spice to your soap!

Make the soap beautiful! This stuff makes GREAT gifts! People love it!

Unit Price Qty.

52 PKR consumer price inclusive of all taxes of 125gm soap

PRICING:

Price of 125gm Soap

Price = 37.45 + 6.00

= 43.45

Consumer price= Rs.43.45 +Rs. 8.55 = Rs. 52

Division of cost price Rs.37.45

Personal selling expenses = Rs.5.0







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Packaging = Rs.6.0

Distribution = Rs.8.3

Promotion = Rs.7.0

Advertisement =Rs.11.15

An Easy Soap recipe!

This should be a soap specially designed for a men hard skin.

How to make it:

1. If using bars of soap, cut into three pieces. If using purchased glycerin

blocks, cut off 2-3 pre-measured chunks.

2. Put glycerin soap into a measuring cup, microwave according to

package directions (or 20 seconds), then in 10-second intervals until

melted.

3. If you want colors, this is the time to add the dye. Add a few drops

and stir with a spoon. If you want the color darker, simply add moredye. If you want fragrance add fragrance oil. If you want a 'scrubbing

side' to your soap add sand or crushed nuts. If you want healthy soap

add aloe or olive oil now!

–Slowly pour the liquid soap into the mold. Set aside to harden for 45

minutes to an hour. Some soap may harden sooner than others.

4. Rinse out measuring cup and repeat process for other colors.

5. After soap has cooled completely, pop them out of the molds. If you

find this difficult, you can place the soap into the freezer for tenminutes and try again.

Tips:

• For a tie dye effect, don't add dye until after you have poured white

soap into the molds. Add random drops of dye into white soap in mold

and swirl with a coffee stick or toothpick.







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• For multicolor layers, pour the first color in and allow it to cool enough

to form a skin (about 5 minutes). Carefully and very slowly add the

second color over that.

• For pastel shades, add only a couple drops of dye. For more bold

colors, add more drops.

• Make your own colors by mixing the dyes, or create a tie dye effect by

using two or more colors instead of just one.

Have fun with it! That’s what life is about discovering and inventing!

MARKET SEGMENTATION

INTRODUCTION: What we are seeing here is that within the some

general market there are groups or customers __marker segments __ with

different wants, buying preferences, of product-use behavior. In some

markets these differences are relatively minor, and the benefits sought

by consumers can be satisfied with a single marketing mix. In other

markets, some customers are unwilling to make the compromises

necessitated by a single marketing mix. As a result, the segments must

be targeted individually with different marketing mixes. A specific market

segment (people or organizations) for which the seller designs a

particular marketing mix is a target market. Using the marketing mix, a

firm attempts to attractive position for offering in the minds of the target

market.







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SEGMENTATION The variation in customers’ responses to a

marketing mix can be traced to differences in buying habits, in ways inwhich the good or services is used, or in motives for buying. Customer

oriented marketers take these differences into considerations, but they

usually cannot afford to design a different marketing mix for every

customer. Consequently, most marketers operate between the extremes

of one marketing mix for all and a different one for each customer. To do

so involves market segmentation. A process of dividing the total market

for a good or service into several smaller, internally homogeneousgroups. The essence of segmentation is that the members of each group

are similar with respect to the factors that influence demand. A major

element in a company’s success is the ability to segment its market

effectively. Segmentation, Targeting, and Positioning







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Segmentation, targeting, and positioning together comprise a threestage process. We first (1) determine which kinds of customers exist,then (2) select which ones we are best off trying to serve and, finally, (3)implement our segmentation by optimizing our products/services for thatsegment and communicating that we have made the choice to distinguish

ourselves that way.

Segmentation involves finding out what kinds of consumers with differentneeds exist. In the auto market, for example, some consumers demandspeed and performance, while others are much more concerned aboutroominess and safety. In general, it holds true that “You can’t be allthings to all people,” and experience has demonstrated that firms that

specialize in meeting the needs of one group of consumers over anothertend to be more profitable.

MARKETING SEGMENTATION: Dividing a market into distinct

groups of users with different needs, characteristic, or behavior who

might require separate products or marketing mixes.

Dividing a market into distinct group of buyers with different needs,

characteristics and behavior who might require separate product or

marketing mix. The company identifies different way to segment the

market and develops profiles of the resulting market segments.







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MARKET TARGETING: The second step is market targeting –

evaluating each markets segment’s attractiveness and selecting one or

more of the market segments to enter.

The process of evaluating each market segment’s attractivenessand selecting one or more segments to enter.







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MARKET POSITIONING: The third step is market positioning –

setting the competitive positioning for the product and creating a

detailed marketing mix. Formulating competitive positioning for a product

and a detailed marketing mix

STEPS IN MARKET SEGMENTATION,

TARGETING AND POSITIONING



6. Develop marketing mix for eachtarget segment

5. Develop positioning for eachtarget segment Market

Positioning





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BENEFITS OF MARKET SEGMENTATION

Market segmentation is customer-oriented, and thus it is consistent

with the marketing concept. In segmenting, we first identify the wanes of

customers within a submarket and then decide if it is practical to develop

a marketing mix to satisfy those wants.

By tailoring marketing programs to individual market segments,

and company can do a better marketing fob and make more efficient use

of its marketing resources. Market segmentation is customer-oriented,

and thus it is consistent with the marketing concept. In segmenting, we

first identify the wants of customers within a submarket and then decide

if it is practical to develop a marketing mix to satisfy those wants.

BENEFIT SEGMENTATION: Dividing the market into groups

according to the different benefits that consumers seed from the product.

○ BENEFIT SOUGHT

○ USER STATUS



4. Select the target segments

3. Develop measures of segmentattractiveness

1. Identify bases for segmenting themarket

2. Develop profiles of resultingsegments

Market Targeting

MarketSegmentation





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○ USAGE RATE

○ LOYALTY STATUS

BENEFIT SOUGHT: A powerful form of segmentation is to group

buyers according to the different benefits that they seed from the

product. Benefit segmentation requires finding the major benefits

people look for in the product class, the kinds of people who look for each

benefit, and the major brands that deliver each befit.

USER STATUS: Markets can be segmented into groups of nonusers,

ex-users, potential users, first-time users, and regular users of a product.

A company’s market position also influences its focus. Market share

leaders focus on attracting potential users, whereas smaller firms focus

on attracting current users away from the market leader.

USAGE RATE: Markets can also be segmented into light, medium,

and heavy product users. Heavy users are often a small percentage of

the market but account for a high percentage of total consumption.

LOYALTY STATUS: A market can also be segmented by consumer

loyalty. Consumers can be loyal to brands (Tide), stores (Wal-Mart), and

companies (Ford). Buyers can be divided into groups according to their

degree of loyalty. Some consumers are completely loyal __ they buy one

brand all the time. Others are somewhat loyal __ they are loyal to two or

three brands of a given product or favor one brand while sometimesbuying others. Still other buyers show no loyalty to and brand. They

either want something different each time they buy or they buy

whatever’s on sale.







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THE PROCESS, OF MARKET

SEGMENTATION

Markets are sometimes segmented intuitively; that is, a marketer

relies on experience and judgment to make a decision about the

segments that exist in a market and how much potential each offers.

Others follow the lead of competitors perience and fa marketer relies on

experience and fudgment ant something different each time they buy or

earlier market entrants.

1. IDENTIFY THE CURRENT AND POTENTIAL WANTS

THAT EXIST WITHIN A MARKET: The marketer carefully

examines the market to determine the specific needs being satisfied by

current offerings, the needs current offerings fail to adequately satisfy,

and the needs that may not yet be recognized. This step may involve

interviewing and/or observing consumers or firms to determine theirbehavior, levels of satisfaction, and frustration.

2. IDENTIFY CHARACTERISTICS THAT DISTINGUISH

AMONG THE SEGMENTS: In this step the focus is on what

prospects who share a particular want have in common to distinguish

them from other segments in the market that have different wants.

Among business firms it could be a physical feature (like size or location).

Among consumers it might be an attitude or a behavior pattern. From the

results of this step, potential marketing mixes (including product ideas)

for the various segments can be geed. These alternatives can then be

further analyzed.







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3. Determine the size of the segments and how well

they are being satisfied: The final step is to estimate how much

demand (or potential sales) each segment rep- resents and the strength

of the competition. These forecasts will determine which segments are

worth pursuing. American Express launched an internet banking service

that allows customers to make deposits, purchase certificates of deposit,

and pay bills online. Despite the fact that online competition from

conventional banks and other credit card companies is fierce, American

Express’ existing cardholders make up an attractive initial market

segment.

LEVELS OF MARKETING SEGMENTATION

Because buyers have unique needs and wants, each buyer is

potentially a separate market. Ideally, then, a seller might design a

separate marketing program for each buyer. However, although some

companies attempt to serve buyers individually, many others face larger

numbers of smaller buyers and do not find complete segmentation

worthwhile. Instead, they look for broader classes of buyers who differ in

their product needs or buying response. Thus, market segmentation can

be carried out at many different levels.

DIAGRAM OF COMPLETE SEGMENTATION







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MASS MARKETING: Companies have not always practiced target

marketing. In fact, for most of the twentieth century, major consumer

products companies held fast to mass marketing __ mass producing,

mass distributing, and mass promoting about the same product in about

the same way to all consumers. Henry Ford epitomized this marketing

strategy when he offered the Model T Ford to all buyers; they could have

the car “in any color as long as it is black”. Similarly, Coca Cola at one

time produced only one drink for the whole market, hoping it would

appeal to everyone.

The traditional argument for mass marketing is that it creates the

largest potential market, which leads to the lowest costs, which in turn

can translate into either lower prices or higher margins.

SEGMENT MARKETING: Isolating broad segments that make up a

market and adapting the marketing to match the needs of one or more







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segments. A company that practices segment marketing recognizes

that buyers differ in their needs, perceptions, and buying behaviors.

Segment marketing offers several benefits over mass marketing. The company can market more efficiently, targeting its products or

services, channels, and communications programs toward only

consumers that it can serve best. The company can also market more

effectively by fine-tuning its products, prices, and programs to the needs

of carefully defined segments. The company may face fewer compete-

tours if fewer competitors are focusing on this market segment.

NICHE MARKETING: Focusing on sub segments or niches with

distinctive traits that may seek a special combination of benefits.

Market segments are normally large identifiable groups within a market

__ for example, luxury car buyers, performance car buyers, utility car

buyers, and economy car buyers. Niche marketing or inching focuses on

subgroups within these segments. A niche is a more narrowly defined

group, usually identified by dividing a segment into sub segments or by

defining a group with a distinctive set of traits who may seek a special

combination of benefits.

Whereas segments are fairly large and normally attract several

competitors, niches are smaller and normally attract only one or a few

competitors.

.

LOCAL MARKETING: Tailoring brand and promotions to the needs

and wants of local customer groups. Local marketing involves tailoring

brands and promotions to the need and wants of local customer groups –

cities, neighborhoods, and even specific stores. Thus, retailers such as







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Sears and Wal-Mart routinely customize each stores merchandise and

promotions to match its specific clientele, and Citibank provides different

mixes of banking services in its branches depending on neighborhood

demographics. Kraft helps supermarket chains identify the specificcheese assortments and shelf positioning that will optimize cheese sales

in low income, middle income, and high income stores, and in different

ethnic communities.

INDIVIDUAL MARKETING: Tailoring products and marketing

programs to the needs and preferences of individual customer __ also

labeled markets of one marketing, customized marketing.

BASES FOR SEGMENTING CONSUMER

MARKETING

There is no single way to segment a market. A marketer has to try

different segmentation variables, alone and in combination, to find thebest way to view the market structure. Table outlines the major variables

that might be used in segmenting consumer markets. Here we look at the

major geographic, demographic, psychographic, and behavioral

variables.

We will discuss four bases for segmenting consumer markets that are

used separately or in combination

○ GEOGRAPHIC

○ DEMOGRAPHIC

○ PSYCHOGRAPHIC







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○ BEHAVIORAL

TABLE MAJOR SEGMENTATION VARIABLES FOR

CONSUMER MARKETS.

GEOGRAPHC

World

region or

County

North America, Western Europe, Middle East, Pacific Rim,

China, India, Canada, Mexico

Country

region

Pacific, Mountain, West North Central, Wet South Central, East

North Central, East South Central, South Atlantic, Middle

Atlantic, New England.City or

metro

Under 5,000; 5,00 – 20,000; 20,000 – 50,000 – 100,000;

100,000 – 250,000; 250,000 – 500,000;Size 500,000 – 1,000,000; 1,000,000 – 4,000,000; 4,000,000 or

overDensity Urban, suburban, ruralClimate Northern, Southern

DEMOGRAPHIC

Age 15-19, 20-34, 35-49, 50-64, 65+Gender Male

Family

size

1-2, 3-4, 5+

Cycle Older, married with children; older, married, no children under

18; older, single; otherIncome Under $ 10,000; $ 10,000-20,000; $20,000-$30,000; $30,000-

$50,000; $50,000-$100,000; $100,000 and overOccupatio

n

Professional and technical; managers, officials, and proprietors; clerical,

sales; craftspeople; foremen; operatives; farmers; retired; students;

homemakers; unemployed

Education high school graduate; some college; college graduateReligion Catholic, Protestant, Jewish, Muslim, Hindu, otherRace Asian, Hispanic, black, whiteNationalit

y

North American, South American, British, French, German,

Italian, Japanese

PSYCHOGRAPHIC







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Social

class

upper lowers, working class, middle class, upper middles,

lower uppers, upper uppersLifestyle Achievers, strivers, strugglersPersonalit

y

Compulsive, gregarious, authoritarian, ambitious

BEHAVIOAL

Occasions Regular occasion, special occasionBenefits Quality, service, economy, convenienceUser

status

Nonuser, ex-user, potential user, first-time user, regular user

Usage

rate

Light user, medium user, heavy user

Loyalty

status

None, medium, strong, absolute

Readiness Unaware, aware, Informed, interested, desirous, intending to

buyStageAttitude

toward

Enthusiastic, positive, indifferent, negative, hostile

Product

GEOGRAPHIC SEGMENT: Dividing a market into differentgeographical units such as nations, states, regions, counties, cities, or

neighborhoods.

DEMOGRAPHIC SEGMENTATION: Dividing the market into

groups based on demographic variables such as age, sex, family size

family life cycle, income, occupation, education, religion, race, and

nationally

✔ AGE AND LIFE-CYCLE SEGMENTATION

○ Dividing a market into different age and life-cycle groups







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✔ GENDER SEGMENTATION

○ Dividing a market into different groups based on

✔ INCOME SEGMENTATION

○ Dividing a market into different income groups

PSYCHOGRAPHIC SEGMENTATION: Dividing a market into

different groups based on social class, lifestyle, or personality

characteristics.

BEHAVIORAL SEGMENTATION: Dividing a market into groups

based on consumer knowledge, attitude, use, or response to a product.

OCCASION SEGMENTATION: Dividing the market into groups

according to occasions when buyers get the idea to buy, actually make

their purchase, or use the purchased item.

SEGMENTING BUSINESS MARKETS

Even though the number of buyers in a business market may be

relatively few com- pared to a consumer market, segmentation remains

important. The reason is quite simple a highly focused marketing effort

directed at meeting the specific needs of a group of similar customers is

both more efficient and more likely to be successful.

SEGMENTATION BASES FOR BUSINESS MARKET







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Segmentation Bases Possible Market SegmentsCustomer Location

➢ Region

➢ Location

South East Asia, Central America,

Upper Midwest, Atlantic Seaboard

Single buying site, multiple buying

sites.Customer Type

➢ Industry

➢ Size

➢ Organization Structure

➢ Purchase Criteria

Selected NAICS Codes

Sales Volume, Number of

Employees

Centralized or Decentralized,

Group or Individual Decision

Quality , Price, Durability, Lead

TimeTransaction Condition

➢ Buying Situation

➢ Usage Rate

➢ Purchasing Procedure

➢Order Size

➢ Service Requirements

Straight Rebury, Modified Rebury,

New Buy

Nonuser, Light Users, or High

UsersSmall, Medium or Large

Light, Moderate or Heavy

CUSTOMER LOCATION: Business markets are frequently

segmented on a geographic basis. Some industries are geographically

concentrated. For example, businesses that process natural resources

locate close to the source to minimize shipping costs. Other industries are

geographically concentrated simply because newer firms either spun off

from of chose to locate near the industry pioneers.







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Companies also segment international markets geographically. In

considering developing countries, for example, a firm might consider the

reliability of public utilities, the quality of the transportation system, and

the sophistication of the distribution structure in deciding where toexpand its operation.

CUSTOMER TYPE

Customer Types includes the following:

○ INDUSTRY

○ SIZE

○ ORGANIZATIONAL STRUCTURE

○ PURCHASE CRITERIA

TARGET-MARKET STRATEGIES: After a company has

segmented a market, management must next select one or moresegments as its target markets.

TARGET MARKET: A set of buyers sharing common needs or

characteristics that the company decides to serve







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THE COMPANY CAN FOLLOW ONE OF THREE

STRATEGIES:

○ UNDIFFERENTIATED MARKETING

○ DIFFERENTIATED MARKETING

○ CONCENTRATED MARKETING

UNDIFFERENTIATED MARKETING: A market-coverage

strategy in which a firm decides to ignore market segment differences

and go after the whole market with one offends. By adopting a market-







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aggregation strategy-also known as a mass-market strategy or an

undifferentiated-market strategy __ a seller treats its total market as a

single segment. An, aggregate market’s members are considered to be

alike with respect to demand for the product.

DIFFERENTIATED MARKETING: A market-coverage strategy in

which a firm decides to target several market segments and designs

separate offers for each. Under a multiple-segment strategy, two or more

different groups of potential customers are identified as target markets. A

separate marketing mix is developed to reach each targeted segment.

For example, the maker of Bayer aspirin offers seven variations of its painrelief product, each with its own marketing program. In a multiple

segment strategy.

A multiple-segment strategy normally results in a greater sales

volume than a single-segment strategy. It also is useful for a company

facing seasonal demand.

CONCENTRATED MARKETING: A market coverage strategy in

which a firm goes after a large share of one or if you submarket.

A single-segment strategy, also called a concentration strategy,

involves selecting one segment from within the total market as the target

market. One marketing mix is developed to reach this single segment. A

company may want to concentrate on a sin- glue market segment rather

than take on many competitors in the broader market.







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A. Undifferentiated Market

B. Differentiated Market

C. Concentrated Market



Market

Segment 1

Segment 2

Segment 3

CompanyMarketingMix

Company MarketingMix 1

Company MarketingMix 2Company MarketingMix 3

CompanyMarketingMix

Segment 1

Segment 2

Segment 3





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MACHINES USED IN SOAP MANUFACTURING

These are the machines which are used in product development of health

Soap. This machine is known as stamper-

mazzoni-duplo-pq.

This machine is known as Roll-mill-bulhre-

pq.

This machine is known as

plodder_mazzoni_dtm300_4024_pq.







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This machine is known as atomizer_mazzoni_pq.

This machine is known

as cutter_mazzoni_tva_pq.

This machine is known as logoimj.

This machine is known as vacuum_pump_pq.







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BRANDS

The word brand is comprehensive; it encompasses other narrower terms.

A brand is a name and /or mark interned to identify the product of one

seller or group of sellers and to differentiate the product from competing

products. Brand is also used, not really correctly, to refer to a specific

product, as in “sales of the brand.

REASONS FOR BRANDING: For consumers, brands make it

easy to identify goods or services. They aid shoppers in moving quickly

through a supermarket, discount outlet, or other retail store an in making

purchase decisions. Brands also help assure consumers that they will get

consistent quality when they reorder.







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LABELING

A label is the part of a product that carries information about the productand the seller. A label may be part of a package, or it may be a tag

attached to the producer. Obviously there is a close relationship among

labeling, packaging, and branding.

QUALITY: There’s no agreement on a definition of product quality,

even though it is universally recognized as significant. One professional

society defines product quality as the set of features and characteristics

of a good or service that determines its ability to satisfy needs. Despite

what appears to be a straightforward definition, consumers frequently

disagree on what constitutes quality in a product whether it be a cut of meat or a performance by a rock musician. Personal tastes are deeply

involved; what you like, another person may dislike. It is important to

recognize, therefore, that quality like beauty is to a large extent in the

eyes of the beholder.

PRICE

Price is the amount of money and other items with utility needed to

acquire a product. Recall that utility is an attribute with the potential to

satisfy wants.







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PROFIT ORIENTED GOALS

Profit goals may be set for the short or long term. A company may select

one to two profit-oriented goals for its pricing policy.

SALES ORIENTED GOALS

In some companies, managements’ pricing is focused on sales volume.

The pricing goal may be to increase sales volume or to maintain or

increase the firm’s market share.

CHANNEL OF DISTRIBUTION

“A distribution channel consists of the set of people and firms involved in

the transfer of title to a product as the product moves from producer to

ultimate consumer or user.”

Basic principles of relationship between dealer and

caterpillar

○ DEALER PROFITABILITY

○ EXTRAORDINARY DEALER SUPPORT

○ COMMUNICATION

○ DEALER PERFORMANCE

○ PERSONAL RELATIONSHIPS







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WHOLESALING

“All activities involved in selling goods and services to those buying for

resale or business use.”A retailer bakery is engaged in wholesaling when it sells

pastry to the local hotel. We call wholesalers those firms engaged

primarily in wholesaling activities.

WHOLESALER: “A firm engaged primarily in wholesaling activity”

Wholesalers buy mostly from producers and sell mostly to retailers,

industrial consumer, and other wholesalers. But why are wholesalers

used at all? For example, why would a producer use wholesaler rather

than selling directly to retailers or consumer? Quite simply, wholesalers

are often better at performing one or more of the following







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PROMOTION METHODS: Promotion, to whomever it is directed, is

an attempt to influence. There are four forms of promotion which are

given as under:

○ PERSONAL SELLING

○ ADVERTISING

○ SALES PROMOTION

○ PUBLIC RELATIONS







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PUSH VS. PULL STRATEGY







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“A PROMOTION PROGRAM AIMED

PRIMARILY AT MIDDLEMAN IS

CALLED A PUSH STRATEGY , AND A

PROMOTION PROGRAM DIRECTED

PRIMARILY AT END-USER IS CALLED

A PULL STRATEGY ”.

✔ Push through communications target channel intermediaries to

motivate them to become more aggressive in customer

communications. The overall objective is to increase reseller

support and market coverage.

PRODUCT LIFE CYCLE IN RESPECT TO THE TECHNOLOGY

LIFE CYCLE: As a new technology matures so is the product or service

that uses this technology.







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The change that occurs during a technology life cycle has a unique

reflection on the customers and so on the product life cycle.

In the early days of a new technology, early adopters and technology

enthusiasts drive a market since they demand just technology. This driveand demand is translated as the introduction phase of a new product by

many companies. As technologies grow sold, customers become more

conservative and demand quick solutions and convenience. In this case a

product usually enters in the realm of its growth and as time passes its

maturity.







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“MARKETING IS THE PROCESS

OF PLANNING AND EXECUTING

THE CONCEPTION, PRICING,

PROMOTION AND DISTRIBUTION

OF IDEAS, GOODS, AND

SERVICES TO CREATE

EXCHANGES THAT SATISFY

INDIVIDUAL ORGANIZATIONAL

OBJECTIVES.”

The “AIDAS” model can illustrate this buying process:

○ ATTENTION

○ INTEREST

○ DESIRE

○ ACTION







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○ SATISFACTION

The message content should include a unique selling proposition (USP),

i.e. a benefit, motivation, identification etc. that appeals to the audience.

PERSONAL SELLING & SALES

MANAGEMENT







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○ .

“CUSTOMERS COME TO

THE SALES PEOPLE

SALES FORCE GOES TO

THE CUSTOMERS”

✔ INSIDE SELLING:

○ ACROSS-THE-COUNTER

○ PHONE-IN ORDERS

○ PRIMARILY

○ RETAIL STORE SELLING

○ IN-PERSON

○ SALES CALLS

○ INSIDE SALES PEOPLE

○ CONTACT BY MAIL

○ TELEMARKETING







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PRIMARILY PRODUCERS AND

WHOLESALING

MIDDLEMEN SELLING TO BUSINESS

USERS, BUT ALSO

SOME: PRODUCERS HOUSEHOLD

CONSUMERS RETAILERS HOUSEHOLD CONSUMERS

NOT-FOR-PROFIT BUSINESS USERS

ORGANIZATIONS HOUSEHOLD

SALES FORCE MANAGEMENT







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✔ Effective sales force management starts with a qualified sales

manager.

✔ The tasks that take up the bulk of sales executives’ time include:

○ RECRUITMENT AND SELECTION (MATCH CANDIDATES WITH

YOUR NEEDS)

○ ASSIMILATION AND TRAINING

○ MOTIVATION

○ COMPENSATION

○ SUPERVISION

○ PERFORMANCE EVALUATION

EFFECTIVENESS OF PUBLICITY

The theory any press is good press has been coined to describe situations

where bad behavior by people involved with an organization or brand has

actually resulted in positive results, due to the fame and press coverage

accrued by such events.

One example would be the Australian Tourism Board's "So where the

Bloody Hell is you?" Advertising Campaign that was initially banned in the

UK , but the amount of publicity this generated resulted in the official

website for the campaign being swamped with requests to see the

banned ads

The popular sitcom, Married... with Children, achieved skyrocketing

ratings after moralist Terry Ricotta attempted to have it removed fromthe air.



http://en.wikipedia.org/w/index.php?title=Any_press_is_good_press&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=So_where_the_Bloody_Hell_are_you?&action=edit&redlink=1


http://en.wikipedia.org/wiki/United_Kingdom

http://www.wherethebloodyhellareyou.com/


http://en.wikipedia.org/wiki/Married..._with_Children

http://en.wikipedia.org/wiki/Terry_Rakolta


http://en.wikipedia.org/w/index.php?title=Any_press_is_good_press&action=edit&redlink=1



http://en.wikipedia.org/wiki/United_Kingdom



http://en.wikipedia.org/wiki/Married..._with_Children

http://en.wikipedia.org/wiki/Terry_Rakolta




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BENEFITS OF PUBLICITY ARE AS FOLLOWS:

○ Lower cost

○ Increased attention○ More information

○ Timeliness

○ Publicity has limitations:

○ Loss of control over the message

○ Limited exposure

○ Publicity is not free

star soap mid term project of marketing channel

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