Chapter 11: Marketing Small Savings and Chapter 12: Marketing Mass Media

1. Welcome to Our Presentation
On
Chapter-11: Marketing Small Savings
&
Chapter-12: Marketing Mass Media

2. Prepared By:

4. Mobilization of savings influences the process of
material capital formation. More savings; more capital;
more material assets.
Capital play vital role in activating the process of socio-
economic transformation.
For better understanding, we try to answer some
questions regarding small savings marketing-

5. Introduction
 When people want to save?
For answering this question, you should
have a clear understanding about two terms-
1. Disposable Income: is the income that
is left in our hands after discharging the
tax liabilities.
2. Discretionary Income: The amount of an
individual's income that is left for spending,
investing or saving after taxes and personal
necessities (such as food, shelter, and clothing)
have been paid.

6.  What is small saving?
Small saving refers to such type of saving that are small
but collect regular basis as deposits.
Example: 10 taka per week collected in a co-operative
society.
 Where from small savings coming?
Actually, mobilization of small savings is coming from
poor sections and low income group of people.
Introduction

7.  Who collect small saving?
Introduction
S. L Organization collecting small saving
01 Postal Department
02 Insurance Company
03 Non-Government Organization (NGO)
04 Co-operation
05 Others

8. Definition of Savings
At the outset ‘let us go through the conceptual
aspect of savings .Generally we feel this what do we
have in our hands after meeting the expenses are
savings.

9. Types of Saving
Domestic Savings: the domestic savings are the
aggregate of public savings and private savings.
Domestic Saving= Total Public Saving + Total Private Saving

10. Public Savings: Public savings comprise of the excess of
government tax receipts over current
expenditure(developmental and non development) and
the profits of government enterprises.
Types of Saving
Public
Saving
Current
Expenditure
Total Tax Collection &
Profit of Government
Enterprizes

11. Types of Saving
 Private Savings: The private savings absorbed by
the government are loans from the public ,small
savings and various special funds.
 Voluntary Sayings: The savings in our hands after
meeting the expenses.

12. Justification for Marketing Small Savings
The following arguments justify the application of
societal marketing principles:
Inculcating Saving habits
Seeking the Co-operation of the Common people
to the Development Process
Making the Scheme lucrative
An Assault on Bad Habits
Making the Saving Schemes Cost Effective
Removing the Inadequacy of financial resources
Improving the Quality of Customer Services

13. Trust areas in mobilizing small savings
 These areas are given bellow:
 Rural segment
Vulnerable urban segment
Most Sensitive Segment

14. Definition of Small Savings
 The small saving intend to appeal to the common
people who save little out of their earnings. Small
savings are substantially contributed by the urban
segment. Small savings are generated by low and poor
segments of the society.

15. Emerging trends in Small Savings in Bangladesh
 As Bangladesh is the pioneer of Micro-finance sector. Dr.
Mahammud Yunus, Nobel Prize winner, developed a smart social
business named “ Grameen Bank”. There are renowned NGO in
Bangladesh like BRAC, ASHA, PKSP, etc. Non-government
organization play significant role in mobilizing small savings.
 The scenario of poverty in rural village has been change
remarkably. Small savings improve standard of livings in remote
areas of Bangladesh.

16. Marketing Small Savings
 For mobilizing small savings, organizations involved
with collecting savings should take acute marketing
strategies.
 As marketing is the process of creating,
communicating and distributing value for the
customers that are society, so organizations can use
marketing as managerial device to inform, induce,
sense and serve users of the services.

17. Service Mix for Small Savings
Since we go through the services product for our small
savers, it is very natural that while formulating service
mix we take into consideration a number of factors.
 Rural areas
 Urban areas
 Formal Sectors
 Informal Sectors
 Farming income
 Industrial income

18. Service Mix for Small Savings
Against this background, it is significant that we focus our
attention on both categories-
 Actual customer (customer already using the service)
 Prospect (bearing the efficacy to are the service)
While formulating a service mix while composing a package,
we are supposed to go.
Through their:
 Need and requirement
 Their potentials
 Their present and future problems
 Their cultural and regional consideration

19. Service Mix for Small Savings
In the process of mobilizing small saving a number of
organization come forward
 Public sectors
 Private sectors
 Non-banking organization

20. Promoting small savings

21. Pricing / Interest decision for small savings
 Since our concern is to generate small savings, it is very
natural that we focus here on the incentives that we
can offer to the small prospects to motivate them.
 We are aware of the fact that all the organization and
agencies engaged in the business of the generating
small saving offer interests and others incentives.
Savings pave the ways for investment and heads of
investment pave avenues for offering incentive to the
savers.

22. Distributing the Services
 Another important dimension of marketing is related
to the distribution of services in such a way that
provides more convenience to our small prospects.
Here, we depend on the performance of our agents and
the front line personnel.
 Whatever the schemes or plans we include in our
services mix, are offered or are made available to the
small investors through the agent and the front line
personnel.

23. Strategic Marketing
Some task of strategic marketing are-
Inculcating serving habits in a common man
Service mix for trust areas
Creativity in promotional efforts
Incentives to the prospects
Channelizing investment into productive heads

24. Chapter-12
Marketing Mass Media
Continue

25. Introduction
Scientific inventions and innovations have made possible a
number of positive developments in the world of
communications but at the same time have also
engineered a strong foundation for numerous negative
developments. During last decades, there have been
significant developments in the field of printing
technologies.

26. Definition of Mass Media
 We also call it mass communication. Any
medium of communication reaching a very
large number of people such as newspapers
and magazines broadcast and telecast media
where we find transmission of message
through a source is mass media.
 We find interpretation of the term mass
communication in different ways but one
thing is almost all clear that it is a process of
communicating to a very large number of
people.

27. Emerging Trends in Mess media
 In the age information explosion, the spread in the
dissemination of information have virtually become an
index of a country’s development. To get right
information at right time is fundamental right of
human.
 Every democratic government should ensure access to
mass communication. Bangladesh Government’s A2I is
a project which ensures mass access to information.

28. Type of Mass Media
These are given below-
Information Media:
Entertainment Media:
1. Broadcasting Media
2. Telecasting Media

29. Mass Media Marketing
 The concept of mass media marketing focuses on the
application of marketing principles by the concerned
organizations so that they succeed in having a fair
blending of social and commercial consideration.
 Thus, in plain words we find marketing mass media a
managerial device to promote the organization and
serve the society.

30. Justification for Marketing Mess
Media
To formulate a sound service mix
Identifying in the sensitive problems and the
thrust areas
To formulate an optimal promotional strategy
Pricing decision can be rationalized
An optimal distribution strategy
Cost effectiveness is made possible
Satisfying the users

31. Services Mix for Mass Media
 Service mix of Information Media

32. Services Mix for Mass Media
Service mix of Entertainment Media

33. Promoting Mass Media
Promoting Information Media

34. Promoting Mass Media
Promoting Entertainment Media

35. Pricing For Mass Media
Pricing of Information Media
 almost all the profit or non-profit making
organization, this sub-mix of the marketing mix is
found critical, challenging but important.
 The publishing organizations in general find it
difficult to maintain economy since the establishment
and intermediation expenses are found mounting
disproportionately. The leading newspapers have a big
market and therefore, they manage to survive.

36. Pricing For Mass Media
 Pricing of Entertainment Media
when we talk about the pricing decision for
entertainment media, it is right to mention that these
organizations do not charge any fee for the services
used by the users.
Since they are supposed to entertain and inform the
masses, the services made available to them act as a
motivational force for the commercial advertisers.
Sponsorship thus becomes an important area of the
study.

37. Distribution Strategy for Mass Media
 Distribution Strategy of Information Media:
it is not enough that we produce the best. We should distribute our
service to users in a right way. The publication of newspaper and
magazines is of course a difficult task but the distribution process is
found much more difficult.
The front line personnel, the agents and distributors, the hawkers are the
focal points from where the services reach to the target users. The
newspapers and magazines thus need more care while selecting the
agents and distributors. We are aware of the fact that the distributors
are paid commission on the newspapers and magazines sold by them.

38. Distribution Strategy of Entertainment
Media
In the entertainment media, the focal point in the
distribution process is the front-line personnel
engaged in delivering the services to the users.
In the broadcast media, the enquiry the personnel
meant for producing the programme as well as the
technical staff for recording the transmission, the
announcer play an important role.

39. Strategic Marketing
This is formulation of strategic
decisions keeping pace with the
emerging trends in the social
environment.
For both the information and
entertainment media, we find the
market more competitive.

40. Strategic Marketing
 The mass media have a task to activate the process of
informing and sensing the society in such a way that the
derailed systems are brought on rail.
 a task of nation building by injecting national excellence;
 a task of transforming the society by inculcating social
awareness;
 a task of safeguarding the cultural values b promoting self
realization;
 a task of transforming the economy by strengthening
public participation.

41. Questions
Consumer Association of Bangladesh:
Consumers Association of Bangladesh (CAB), a non-govt.
non-political and non-profit voluntary organization was
founded in February, 1978 at the initiation of some
dedicated residents in Dhaka.
Primarily started as a social group to protect consumers from
commodity adulteration and artificial price-hike it has
gradually widened its scope to establish and safeguard
consumers’ rights and interests in social, economic, health
and environmental issues.
Question No. 04: State performance of consumer association
of Bangladesh

42. Major aims & objectives of Consumers Association of
Bangladesh (CAB) :
 To generate awareness among the consumers about their
internationally recognized rights and responsibilities as
consumers
 Promote consumer education aiming at empowering consumers
with the knowledge and skills on protection of their rights.
 To enable consumers to organize themselves in establishing and
protecting their rights and interests through organized action.
 Encourage and help develop consumer associations and
consumer activist groups in the districts and at the rural level.
 Focus on consumer issues and problems and develop contacts
and understanding with different groups, associations,
institutions, NGOs and govt. departments and services in
furtherance of the welfare of the general consumers in the
country.

43.  Arrange for testing of products and commodities to make the
market places safer and consumer friendly.
 Provide mediation and legal support to the aggrieved consumers
related to violation of their rights and interests involved in the
purchase and use of commodities and services.
 Undertake research and studies on consumer issues and
problems.
 Exchange information and knowledge of various actions on
consumers protection with national and international
organizations and agencies
 To foster and develop contacts and liaison with the national and
international organizations having similar objectives.
Major aims & objectives of Consumers Association of
Bangladesh (CAB) :

44.  Arrange for testing of products and commodities to make the
market places safer and consumer friendly.
 Provide mediation and legal support to the aggrieved consumers
related to violation of their rights and interests involved in the
purchase and use of commodities and services.
 Undertake research and studies on consumer issues and
problems.
 Exchange information and knowledge of various actions on
consumers protection with national and international
organizations and agencies
 To foster and develop contacts and liaison with the national and
international organizations having similar objectives.
Major aims & objectives of Consumers Association of
Bangladesh (CAB) :

45. Question No. 05: Social marketing program of government laws and
regulations protecting consumer interests in Bangladesh
Consumer protection consists of laws and
organizations designed to ensure the rights of
consumers as well as fair trade competition and the
free flow of truthful information in the marketplace.
 What is Consumer Rights Law?
 This legal area encompasses a large body of laws
enacted by the government to protect consumers by
regulating many of the following business transactions
and practices: advertising, sales and business practices;
product branding; mail fraud; sound banking and
truth in lending;

46.  Aspects of consumer protection
There are three aspects of consumer rights protection,
which every country must consider.
First, the aspect of ‘voluntary protection’ .
Second, the aspect of ‘institutional protection’.
 Third, the aspect of ‘statutory protection’
Question No. 05: Social marketing program of government laws and
regulations protecting consumer interests in Bangladesh

47. i. Liability of seller to third party
ii. Establishment of the Council (parishad)
iii. Establishment of Directorate on Consumer
Rights
iv. Filing of Complaint
v. Concurrent Remedy
vi. Act not in derogation of any other law
vii. Mobile Court
Question No. 05: Social marketing program of government laws and
regulations protecting consumer interests in Bangladesh