Marketing Management
&
Distribution Channel
Contents
1.
2.
3.
4.
5.
Marketing Mix
Sales Process
Buying Behaviour Model
Salesmanship
Selection of a Retail Store/Outlet
One must know
• Consumer is the king.
• Planning of sales calls is very important.
• Time management is must.
1. Marketing Mix
4 Ps of Marketing
• Product (Quality, ingredients, design,
packaging, features)
• Price (MRP, L.T., Sales Tax, VAT, Inco
Terms- FOB, CIF etc.)
• Place or Physical Distribution (Number of
Intermediaries, MLM, Direct Marketing, emarketing, Telemarketing)
• Promotion: (Sales Promotion, Advertising,
Personal Selling, Publicity-WOM)
PRODUCT
• Consumer Goods:
FMCG- Grocery Items, Ice-cream
Consumer Durables – TV/Laptop/Furniture
• Indusrtial Goods: Pump, boiler, crusher
• Consumables: Lubricants, Stationary Items
• Utilities: Power, water
• Convenience Goods: Maggi, Gillette Razor
• Premium Brands: Xtramile/Xtrapremium/Hispeed
Diesel
Services: Airlines/Railways/hotel/college/hospital
PRICE
• MRP (Max. Retail Price)
• Market Plus Price- Raymonds
• Competitive Price- Bombay Dying
• Psychological Price- Bata
• F.O.B, C.I.F (INCO Terms) for Import/export
Pricing Strategies:
Skimming (High price)- Tanishq jewellery
Penetration (Low Price)- Nirma, Maggi, Lifebuoy
PLACE (Physical Dist.)
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Direct Marketing: M - C
One level: M - Agent – C
Two level: M – W.S. – R – C
MLM (Multi Level Marketing)
EMR (Exclusive Marketing Rights)
Convenience Stores/ Departmental
Stores/Retail Stores/Exclusive
Showrooms/Franchise
PROMOTION
• Sales Promotion: Sales exhibitions/trade
fairs/rural huts/urban huts
• Advertising- Cable, Billboard, TV Channel/
Print media- Local/national
newspapers/magazines; FM Radio (Free N.P.)
• Personal Selling- For Households and Vacuum
Cleaner
• Publicity-WOM (Word of Mouth): Tata, Godrej,
Dettol, Lifebuoy, Milton, Pepsi, Nokia, Aastha
/Zee channel, Microsoft, India Today
Hope now U know your market and
How to market