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CONCEPT OF MARKETING

CONCEPT OF MARKETING. Presentation 4.2.2. Marketing of Premium Services. What is Marketing? It is a human activity to satisfy need, want & intension of a customer through exchange.

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CONCEPT OF MARKETING

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  1. CONCEPT OF MARKETING Presentation 4.2.2

  2. Marketing of Premium Services • What is Marketing? • It is a human activity to satisfy need, want & intension of a customer through exchange. • It is an activity from production to consumption by fulfilling needs, wants & intensions of the customers.

  3. Marketing of Premium Services: Cont… • Marketing can be explained as under: • Marketing is getting right goods and services by the right people at the right places at the right time. • Marketing is building relationship with the customers. • Marketing is a art of creating & satisfying customer. • Marketing is a total approach for running a company and building a business.

  4. Marketing of Premium Services: Cont... Difference between Selling & Marketing:

  5. Marketing of Premium Services: Cont… • What are we Marketing? • Services • What is easy to Market? • Services or physical goods. • Conclusion: • To sale services is difficult than physical goods.

  6. Marketing of Premium Services: Cont… • What do we need to possess for Marketing? • Principles of Marketing. • -- Product • -- Price • -- Place • -- Promotion (Personal Selling, Advertising, Publicity, • Sales Promotion) • -- Fifth ‘P’ stands for packaging but with different opinions. • - Political Power • - Public Relation • - Probing (Market Research)

  7. Marketing of Premium Services: Cont… Marketing Mix: -- Power -- Potential -- Passion (Aggression) -- Proactive (Act of Responsibility) -- People -- Attitude -- Path -- Language

  8. Marketing of Premium Services: Cont… How will you present your product before a customer? S - Strengths W - Weaknesses O - Opportunities T - Threats

  9. Marketing of Premium Services: Cont… • SWOT Analysis of “Speed Post” • Our Strengths:- • Large Network:(266 Domestic Centres and 99 International • Countries) • Reliable • Legal • Brand name • Free Pick up (3) • Credit Facility (5000) • 24 hr service • Insurance cover (up to 1 lakh) • Special discount (Rebate) • Economical Tariff • International Tariff is most economical Cont…

  10. Marketing of Premium Services: Cont… • SWOT Analysis of “Speed Post” • Contractual Service (5) • Deposit A/c facility • Fast Transmission (Air & Express Trains) • Time bound delivery • Free home delivery • Proof of delivery • Franked articles accepted • Track & Trace facility is offered (www.indiapost.gov.in) • Refund • Compensation • Collection Agents • Business offered counts towards national revenue.

  11. Marketing of Premium Services: Cont… • Our Weaknesses: • Negotiations – no scope • Dependent on others for transportation. • Consumed much of our time in procedure i/o performing job • (e.g. preparation of delivery slip) • Lack of professional approach • Inadequate computerization • Handling of complaints • -- Insist in writing • -- Lot of time is consumed • -- Interim reply – Generally not given • Cont…

  12. Marketing of Premium Services: Cont… • Our Weaknesses: • POD is not handled carefully • Presentation of International SPA – Open • Non supply of Packing material • Binding customer to write pin code • Lack of qualified staff • POD charged at single rate • BNPL customer is asked to book his own articles. • Lack in providing customer comfort.

  13. Marketing of Premium Services: Cont… Opportunities: Most of our revenue is through retail customers. Addition of thousand retail customers can’t earn good revenue for the organization but if tens of giants / corporate customers / multinationals / bulk customers are attracted, a fast multiplication is possible which will earn large business and revenue for the organization. Therefore, we have to target the opportunity of giants in the market.

  14. Marketing of Premium Services: Cont… • Threats: • No more a monopoly • Stiff competition from: • -- Couriers • -- Telephone • -- e-Mail • -- Banking Services • -- LIC • -- Parcel Services (Run by Pvt. Operators, Rail, ST) • Multiple options available to the customer. • We are customer dependent.

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