Micro and Macro Environment of Cadbury Dairy Milk

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3/19/2013

Opening Case
• It was the early 1930s when a physician –turned textile trade in rural Karnataka found his business getting interrupted for want of regular supplies of cloth from the weavers. When he enquired with weavers about the reason for their irregularity, he was told that there was no working capital available to them. There were no banks in the area. The one located in the town was not interested in lending to small operators particularly in the rural area. Local money lenders used to change very high rates of interest; borrowing at those rates had ruined same in the past. The weavers therefore have developed a habit of working intermittently as and when their own money from sales come in.

Introduction Marketing

Module-1

Opening Case
• The trader therefore had to find a way to ensure uninterrupted supply of goods in his shop, without which his own business was not viable. He thought of bringing the good from Mumbai, but found that the process be very expensive and time consuming, a the area did not have any direct road /rail links with Mumbai. Besides, transporters were not all reliable.

Introduction Marketing occupies an important position in the organization of business unit. Any business is likely to be successful when a strong marketing viewpoint or philosophy permeates the thinking and guides the decision and actions of everyone in the business. A business exists only to serve people, and marketing is the function that primarily determines -

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Introduction What the product or services shall be How it shall be presented, promoted and distributed How it shall be priced.

What is Marketing?
Classical Definitions ( Product Oriented View) “ The performance of business activities that directs the flow of goods and services from producer to consumer or user” “ Marketing consists of those efforts which affect transfers in the ownership of goods and services and provide for their physical distribution”

What is Marketing?
Modern Definitions ( Customer Oriented View) “ Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others” According to American Marketing association“ Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas and services to create exchanges that satisfy individual and organizational goals”

What is Marketing Management? “ Marketing Management is the art and science of choosing target market and getting, keeping and growing customers through creating, delivering and communicating superior customer value” “ Marketing Management is the marketing concept in action”

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What is Marketed?
Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas

A Brief History of Marketing
3 Areas
Production
Economies of scale. Simple products
1945

Birth of the mass consumer market
1950

Sales
Development of sales forces to distinguish products in competitive markets. Sold what companies wanted to sell.

Evolving distribution channels 1960 Increasing diversity of media & technologies

Marketing
Rapidly increasing competition…the fight for customers.

A Brief History of Marketing
1960s

A Brief History of Marketing Massive rise in customer expectations Increasing competition Massive growth in advertising Growth in ‘direct’ marketing Much easier for customers to switch business Proliferation of channels, dictated increasingly by customers …a growing need for 2-way dialogue between business &

The 4 Ps
Product (goods, services, knowledge) Price Promotion Place

The dominant marketing template for the last 40 years But...notice something curious…. Where is the customer mentioned?

customers

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Development of Marketing Approaches

Evolution Of Marketing

Transactional...
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