1. Marketing & Organizational Management
Issues in SSE
RAKSHIK SAHRMA
NIS Academy 2007-2010
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2. INTRODUCTION
 extensive potential market, still the
SSEs in India are unwilling towards
adopting new concentrated marketing
strategies.
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3. MARKETING CONCEPTS IN SSE
MARKETING CONCEPTS IN SSE
Traditional Marketing Concept Modern Marketing Concept
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4. Characteristics of traditional concept
 Product oriented
 Appropriate in seller’s market
 Stresses upon selling
 Overlooks social responsibility & after
sales services
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5. Characteristics of modern concept
 Customer oriented
 Marketing research
 Integrated marketing
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6. Flow- ‘marketing concept’
 Identification-TARGET MARKET
 Formation-MARKETING STRATEGY
 Integration OF ACTIVITIES -GOAL ATTAINMENT
 Evaluation-CUSTOMER SATISFACTION
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7. MARKETING PROBLEMS OF SSEs
 Cut-throat competition
 Late adoption of market trends
 Limited resources
 Less turnover
 Lack of sales promotion
 Weak bargaining power
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8. MARKETING INFORMATION
 Large scale enterprise collect
information through continuous Marketing
Research.
 Small scale enterprise use personal
contacts & other informal methods for info
collection.
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9. Sources for MI collection
 Secondary
 primary
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10. SECONDARY SOURCES
 Press
 Govt. publications
 Publications of financial institutions
 Foreign govt. & international agencies
 Publications of trade organization
 Private concerns & Research institutions
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11. PRIMARY SOURCES
 Customers
 Dealers
 Sales person
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12. MARKET ASSESMENNT
 It involves two steps-
target market
forecasting of demand
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13. DEMAND FORECASTING METHODS
 Survey method
 Statistical method
 Leading indicator model
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14. MARKET SEGMENTATION
 The division of a market into different
homogeneous groups of consumers is
known as market segmentation.
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15. BASES OF SEGMENTATION
 Geographic
 Demographic
 Education
 Socio-economic variables
 Psychological variables
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16. MARKETING MIX
 7p’s (product,place,price,promotion,physical evidence,
process, people) are the variables that
marketing managers can control in order
to best satisfy customers in the target
market.
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17. MARKETING MIX
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18. PRODUCT MIX
TYPES OF PRODUCT
Consumer goods Industrial goods
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19. Consumer goods
 Convenience goods
 Shopping goods
 Spatiality goods
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20. Industrial goods
 Raw materials
 Accessory equipment
 Installation
 Operating supplies
 Fabricated material and parts
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21. BRAND
 A brand is a product, service, or concept
that is publicly distinguished from other
products, services, or concepts so that it
can be easily communicated and usually
marketed.
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22. Do they look familiar ?
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23. Brand Name
The name.
Coca Cola, adidas, Ford, FedEx.
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24. Brand Identity
The logo.
The colours. The interiors/architecture.
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25. Branding [or Brand Building]
Everything that reflects positively on
the brand.
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26. Brand Equity
Retained, positive thoughts. Building
brand equity is a process, not an event.
Good product › Good action
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27. Brand Position
Glossary of terms
What the brand stands for.
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28. Brand Positioning
The promisebrand. brand in the
language of the
of the
- For life.
- Just do it.
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29. BENEFITS OF BRANDING
 Memorability
 Loyalty
 Familiarity
 Premium image
 Extensions
 Greater company equity
 Lower marketing expenses
 For consumers, less risk
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30. PACKAGING
 Packaging refers to wrapping crafting,
filling or compressing of products to
protect them from spoilage, pilferage
,breakage, leakage, etc.
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31. WHY PACKAGING ?
 Physical protection
 Barrier protection
 Containment or agglomeration
 Information transmission
 Marketing
 Security
 Convenience
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32. Various household packaging types for foods

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33. PRICING
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34. PRICING POLICIES
 Skimming price policy
 Penetrating price policy
 Price discrimination
 Resale price maintenance
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35. PRICING PRACTICES
 Cost plus pricing
 Marginal cost pricing
 Market rate pricing
 Loss leader pricing
 Price lining
 Price leadership
 Administered pricing
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36. CHANNELS OF DISTRIBUTION
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37. ENTREPRENEURSHIP & SBM
 Selection of channel of distribution depends
upon-
•
nature of product
•
Nature of market
•
Nature of the firm
•
Nature of the middlemen
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