PRE-READ 2024

MARKETING

PREPARED BY PREPARATION COMMITTEE’24, IIFT DELHI

 TABLE OF CONTENTS

Sr. Topics Page No.

1 Sales and Marketing - Basics and Differences 1

2 Sales Funnel and Business Models 2

3 Sales and Distribution Management 5

4 BCG Model 6

5 GTM Model 7

7 STP 8

8 Marketing Mix 11

9 Marketing Planning Process 16

10 Advertising Strategies 17

11 Types of Marketing 19

12 Digital Marketing 22

13 Product Life Cycle 24

16 Recent FMCG trends analysis 26

15 Glossary 27

16 Sample Marketing Interview Questions 28

 SALES & MARKETING

SALES
"A sale is a transaction between two or more parties in which
the buyer receives tangible or intangible goods, services, or
assets in exchange for money"

MARKETING

Marketing is “the science and art of exploring, creating, and

delivering value to satisfy the needs of a target market at a
profit. Marketing identifies unfulfilled needs and desires. It
defines, measures and quantifies the size of the identified
market and the profit potential. It pinpoints which segments
the company is capable of serving best and it designs and
promotes the appropriate products and services.”

~ Dr. Philip Kotler

SALES MARKETING
PRODUCT FOCUSED CONSUMER FOCUSED

PROFIT ~ SALES VOLUME PROFIT ~ CUSTOMER SATISFACTION

AIM - CONVINCE CUSTOMER TO BUY AIM - CAPTURE VALUE FOR CUSTOMER

SHORT TERM - PROFIT LONG TERM - PRESENT + FUTURE NEEDS

PUSH STRATEGY - ATTRACT REVENUE PULL STRATEGY - ATTRACT CUSTOMER

COMPANY’S NEEDS & INTERESTS CONSUMER’S NEEDS & INTERESTS

DEPENDS ON MARKETING TO DEPENDS ON SALES TO

GENERATE LEADS OR CLOSE LEADS AND GENERATE
POTENTIAL CUSTOMERS REVENUE + PROFIT

© Preparation Committee’24 1 Pre -Read Marketing

 SALES FUNNEL

A sales funnel is a marketing concept that maps out the journey a

customer goes through while making any kind of purchase.

Although the premise of all the sales funnels is the same, the channels a
brand uses to take people through the journey can differ vastly.

CLICK TO EXPLORE SOME GREAT EXAMPLES OF SALES FUNNEL!

HOW IS A B2B SALES FUNNEL DIFFERENT FROM B2C SALES FUNNEL?

BASIS

© Preparation Committee’24 2 Pre -Read Marketing

 B2C - BUSINESS TO CUSTOMER B2B - BUSINESS TO BUSINESS

SELLING TO CUSTOMERS SELLING TO COMPANIES OR FIRMS

TARGET CONSUMER
In B2C, the buying decision is taken by one In B2B, a group of people takes the buying
person based on individual needs. decision based on the company‘s benefit.
BUYING A NEW PHONE FOR ONESELF BUYING LAPTOPS FOR ALL EMPLOYEES

SALE AMOUNT

In B2C, the bill amount is usually small, In B2B, the bill amount is usually large,
marketing is specific to individual needs. requiring more effort to convince multiple
Cost of customer acquisition stakeholders. Cost of customer acquisition

CUSTOMER RELATIONSHIPS
In B2C, there are usually shorter sales cycle, In B2B, decision making needs multi-level
hence, shorter customer relationships. meetings leading to a longer sales cycles.

SHORT-TERM STRATEGY ~ LESS LOYALTY LONG-TERM STRATEGY ~ MORE LOYALTY

MESSAGING

In B2C, there is a more emotional messaging, In B2B, there is a more rational and logical
customers are driven by promotions, messaging, driven by firm’s desire for
spontaneity, and impulse. efficiency and cost effectiveness.

OTHER BUSINESS MODELS

D2C - DIRECT TO CONSUMER C2C - CONSUMER TO CONSUMER

By cutting out the middleman, a new A C2C business — also called an online
generation of consumer brands have built loyal marketplace — connects consumers to
followings with rapid growth. Brands or exchange goods and services and typically
manufacturers sell directly to the consumer or make money by charging transaction or listing
clients without keeping a third party in fees
between. Eg. Boat, Sugar, Lenskart Eg. OLX, EBay, Quikr

C2B - CONSUMER TO BUSINESS

C2B businesses allow individuals to sell goods
and services to companies.
Eg. Fiverr (for Freelancers)

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 BASIC SALES TERMINOLOGIES
Stock keeping unit A SKU is a unique code consisting of letters and numbers that identify characteristics
(SKUs) about each product, such as manufacturer, brand, style, color, and size

A tactic to increase the value of a sale by promoting a higher-end version of the

Upselling
initial product. Example- Selling an iPhone to a customer who wanted a Redmi phone
The process of offering a customer products that are compatible with the ones
Cross-selling they're purchasing. Example- Selling a conditioner to someone who is purchasing
shampoo
Prospecting is the never-ending process of identifying and contacting potential
Prospecting
buyers.
PRODUCT-SPECIFIC SALES TERMINOLOGIES
Product mix
Sum of all different products under different categories sold by a firm
Width:
The number of different products lines sold by a firm.
Product Line Width:
For example, HUL sells soaps, coffee, tea etc.

Product Line Depth: The number of versions offered of each product in the line.

Product Line Length: The total number of items in a single product line.
Com

HUL
Company
Product Width: 3 (Product Lines - SOAPS, SHAMPOO, MOISTURIZER)
Product Line (SOAPS) Length: 3

SOAPS SHAMPOO MOISTURIZER

Product Depth: 2
(MOISTURIZER PONDS, VASELINE)
PEARS DOVE

LUX TRESSEMME POND’S VASELINE

Product Sub Line 2
LIFEBUOY Light Face Moisturizer Cocoa Radiant Lotion

Product 1
Triple Vitamin Lotion Product 2 Lotion
Calm Healing

Miracle Whip Cream

TRADITIONAL VS MODERN RETAIL

PARAMETER TRADITIONAL RETAIL MODERN RETAIL

SERVICE HIGH INTERACTION WITH BUYER LOW INTERACTION WITH BUYER

PRESENCE LIMITED, USUALLY LOCAL STATE OR COUNTRY WIDE

MARGINS RELATIVELY HIGH RELATIVELY LOW

VOLUME USUALLY SMALL AND REGULAR LARGER QUANTITIES, IN BULK

PROMOTION USUALLY SEASONAL REGULAR AND CONSISTENT

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 SALES & DISTRIBUTION MANAGEMEMENT
Sales distribution is the process of distributing a product to the market, typically by
segmenting sales operations to focus on different selling vessels. For instance, a company
might implement a channel sales strategy to sell a product via in-house sales teams, dealers,
retailers, affiliates, or direct marketing. Channel sales can include any type of third-party that
offers your product or service to the end customer.

Transportation of finished Exports happen via port (or

goods using Carry and Dry port) after regulatory
forwarding agents clearance
Factory Warehouse/Depot Exports

Carrying and forwarding (C&F) agents provide transportation

General Trade
(For mass
distribution)

B2B & Direct

Distribution Modern Trade E-Commerce
Eg: BigBazaar/Dmart

Stockist
(Urban)
Super - Stockist
(Rural)
Wholesaler

Rural Distributor

Wholesaler
Consumer

It is called Primary Sales. It is between company & Distributor/Stockist/Channel partners

It is called Secondary Sales. It is between Distributor/Stockist & Retailer/Dealer

It is called Tertiary Sales. It is between Retailer/Dealer & Consumer MARGIN: EACH CHANNEL INVOLVED
GETS THE MARGIN. MARGIN
VARIES ACROSS INDUSTRY &
COMPANY

PARTS OF SALES & DISTRIBUTION OPERATIONS

General Trade: General or traditional trade can be defined as the trade conducted by
local stores or shops that cater to the needs of local consumers. These typically include
retailers, wholesalers, distributors, and corner stores.
Modern Trade: Organized trade stores such as Big Bazaar, etc. Companies directly provide
them goods there by eliminating distribution charges.
Stockist: Stockist or Distributor operates in urban geographies. They provide goods received
from company warehouse to various retailers.
Super Stockist: Super stockists usually operate in rural geographies where they provide bulk
quantities to various rural distributors.
Wholesaler: A Wholesaler is a company or individual that purchases great quantities of
products from manufacturers, farmers, other producers, and vendors.

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 BCG IN MARKETING
BCG growth-share matrix classifies different business units or products into 4
different categories like Dogs, Stars, Cash Cows and Question Marks

Low Growth, High Share. Companies should milk these “cash cows” for cash to
reinvest.

High Growth, High Share. Companies should significantly invest in these “stars” as
they have high future potential.

High Growth, Low Share. Companies should invest in or discard these “question
marks,” depending on their chances of becoming stars.

Low Share, Low Growth. Companies should liquidate, divest, or reposition these
“pets.”
These classifications are based on the growth rate of the industry and the relative
market share of the respective businesses, BCG Matrix is also called as Growth-
Share Matrix
MUST
Click Here for a clear understanding of BCG Matrix WATCH!

BCG MATRIX OF HUL

It is highly recommended to practice BCG matrices for other companies

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 GTM (GO-TO-MARKET STRATEGY) 1. GTM Explanation
2. GTM Example MUST
WATCH!
(Watch these videos for better understanding)

A go-to-market strategy is a tactical action plan that outlines the steps for launching a
product or a service. The GTM strategy ensures that the core value proposition is delivered
to the target audience. The GTM strategy involves answering some basic questions to stand
out from the competitors and generate a competitive advantage.

GTM involves the complete journey of taking the product to market. The decisions can be
studied in detail under four headers. These are:

Market Analysis Market Selection Customer

Marketing Mix
Acquisition
Customer needs Market
Product
Markets and its Segmentation Awareness
Price
dynamics Market Selection Interest
Place/distribution
Company Segment Targeting Evaluation
Promotion/advertisi
capabilities Product positioning Commitment
ng
Competition
People
Collaborators and Referral
Process
partnets Customer loyalty
Physical evidence
Retention

Here, Step 1 is a research-intensive step. However, Steps 2 and 3 can be approached using
two core frameworks in marketing: STP and the Marketing Mix. Step 4 can be approached
using a number of different strategies, and frameworks, depending on the nature of the
product. Let’s delve deeper into the 4 steps.

Interview Tip:
To build a brief GTM Strategy on the spot, simply start with the STP analysis
and follow it up with Product mix, Price, Place and Promotion mix of the
product.

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 STEP-1: MARKET ANALYSIS

Market analysis is a detailed assessment of your business’s target market and competitive
landscape within a specific industry. This analysis lets you project the success you can
expect when you introduce your brand and its products to consumers within the market.

Market Analysis includes:

Market size and competitive analysis Key success factors

The growth of the market Distribution channels
Market trends Industry cost structure
Market profitability

STEP 2: STP ANALYSIS

STP or Segmentation, Targeting and Positioning is a three-step process that breaks down
broader markets into smaller parts. This model makes it easier to identify target audiences
and serve them with tailored marketing strategies.

SEGMENTATION
Market segmentation is the process of dividing a broad market, consisting of existing and
potential customers, into sub-groups of consumers based on some type of shared
characteristics. A segment should be the largest possible homogenous group that a
company can cater to profitably.

For example, if you are selling a new sunscreen with advanced protection, one of your
segments can include the pro athletes and sportspersons involved in outdoor sports.
A segment is considered viable if it meets the MSADA criteria.

Major Criteria for segmentation(MSADA):

Measureable: The characteristics and size of the segment should be quantifiable

Substantial : The segments should be large enough for them to be profitable for the
organization

Accessible : The segments can be reached and served effectively

Differentiable: The different segments being identified should be different enough

for a company to have tailored marketing programs for them

Actionable : A company should be able to create effective programs to attract

these segments

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Segmentation is usually done by considering 4 bases: geographic, psychographic,
demographic, and behavioural.

Note:
Notice the difference
between behavioural and
psychographic variables
carefully as they can be
confusing. Behavioural
factors cover Buying
Behaviour(monthly or daily
purchase; retail store or
modern trade) while
psychographic factors
include consumer
personality variables.

Let’s take a look at an example of a segment with all these bases present in the analysis.

TARGETING
Under Targeting your main goal here is to look at the segments you have created before and
select the segments that are most likely to generate desired conversions.

Your ideal segment is one that is actively growing, has high profitability, and has a low cost of
acquisition.

Here are some factors you should consider to prioritize among various segments:

1. Size: Consider how large your segment is as well as its future growth potential.
2. Profitability: Consider which of your segments are willing to spend the most money on
your product or service.
3. Reachability: Consider how easy or difficult it will be for you to reach each segment with
your marketing efforts. Consider customer acquisition costs (CACs) for each segment.
Higher CAC means lower profitability.

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POSITIONING
Positioning is the final step in the STP process. It is the act of designing the company’s offer
and image so that it occupies a distinct and valued place in the target customers’ minds.
Finding the proper “location” in the minds of consumers or market segment. It allows
consumers to think about a product or service in the “right” perspective.
The relative position for a brand, product or service can be identified using a perceptual
map.
Let’s understand the whole STP model with an example and a perceptual map!

Product Example: Apple iPhones

Segmentation: Apple segments their customers based on age, geography, income levels and
behaviour.
Chosen Target Segment: iPhone's target segment comprises young adults and adults (18-45)
belonging to metro and tier 1 cities and from socio-economic class A, who show strong brand
loyalty and repeated purchase patterns.

Apple’s positioning statement is:

Target demographic Audience Need Product Phone

For Technology Enthusiasts that need an innovative product, Apple's iPhone is a

phone that provides cutting edge technology and simple design in one product.

Solution for customer needs and competitive advantage

The perceptual map for Apple can be visualized as follows:

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STP EXAMPLE: COCA-COLA CASE
Back in the 1980s, when Pepsi-Cola was trying to claim some of the market shares from
Coca-Cola, Pepsi used segmentation to target certain key audiences. They focused on an
attitude and loyalty segmentation approach and divided the market into three consumer
segments:

1. Consumers with a positive attitude to the Coke brand who were 100% loyal to Coke.
2. Consumers with a positive attitude to the Pepsi brand who were 100% loyal to Coke.
3. Consumers with a positive attitude to both brands, with loyalty to both, switched their
purchases between both brands.

Pepsi had always focused its marketing efforts on the third segment. However, that changed
with the launch of New Coke in 1985, The new iteration of America’s favorite beverage
missed the spot with a lot of loyal consumers, so Pepsi swopped in.

Sensing the change in consumer sentiment, Pepsi began targeting loyal Coke drinkers. The
rival brand also refocused its positioning – Pepsi started drumming up the fact that Coca-
Cola, supposedly, changed its classic Coke with New Coke to resemble the taste of Pepsi.
That same year, Pepsi announced a 14% spike in overall product sales.

STEP 3: MARKETING MIX MODEL

First things first, let’s revise what Marketing is all about. A common definition is the one
given by Dr Philip Kotler, the father of modern marketing!
According to Kotler, marketing is the science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit.
But how do we deliver value?

Marketing Mix is a suitable combination of actions, tools, and strategies to deliver value to
consumers for making a profit. The foundational model here is the 4Ps of Marketing. The 4Ps
are Product, Price, Promotions, and Place.

Let’s look at a simple table to break down everything that comes under these components.

© Preparation Committee’24 11 Pre -Read Marketing

 COMPONENTS OF 4 P'S

Let’s understand the 4Ps model with an example: say, Coca Cola.

MARKETING MIX OF COCA COLA

PRODUCT PRICE

Coca-Cola follows a price discrimination strategy,

It boasts an extensive showcase of product charging different prices for products in different
portfolio summing up to 500 sparkling and still segments. The beverage market is considered an
beverage brands in its portfolio. There are over oligopoly. And Coca-Cola and Pepsi are their two
3,900 beverage options in total in its product most powerful brands. Hence, Coke products are
mix. Some of its favorite brands are Coca-Cola, priced similarly to Pepsi products in the same
Sprite, Fanta, Diet Coke, Coke zero segments.

PROMOTION PLACE

It focuses on aggressive marketing through ad

campaigns using channels such as television, The business manufactures and distributes
online commercials, print media, and products to bottling facilities around the world
sponsorships. Coca-Cola sponsors important and controls the brands. The bottling partners
events such as American Idol, BET Network, manufacture packages, and merchandise, and
NASCAR, NBA, NCAA, Olympic Games, FIFA distribute the finished product to their vending
World Cup, among others. partners, who finally sell them to consumers.

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For service marketing, the 4Ps can be expanded to form the 7Ps. The 7Ps are:

Let’s break down the 3 new components.

Physical Evidence: The tangible elements associated with a service. For example,
quality tableware bearing the brand insignia at a restaurant.
People: People delivering the service, their attitude, relevant knowledge, promptness,
and overall service quality.
Process: The systems, processes, workflow and more involved for delivering a service
successfully.

Here, we can analyse the 7Ps with an example of the QSR McDonald’s.

Product: Burgers, fries, and other veg and non-veg savoury dishes; beverages; frozen
desserts.
Price: Affordable pricing starting with double-digit digit figures. Psychological pricing
and bundle pricing (for example, Rs. 99 for burger, fries, and soda). Cost leadership to
lower prices.
Promotions: Discounts, billboard ads, social media posts, happy meals with free toys.
Place: Crowded locations like malls, convenient locations like drive-throughs, online
distribution via food delivery platforms.
People: Fast and friendly service by well-trained employees.
Process: Transparent, speedy process in line with the global practices of McDonald’s.
Clear SOPs used to assemble orders and deliver them within minutes.
Physical Evidence: McDonald’s Mascot, employee uniforms, franchise buildings with
the big M signs, and other tangible proofs.

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More on Pricing & Place

Historically, the price has been the most significant factor affecting buyer
choice, This is still true in poorer nations, among poorer groups, and with
commodity products.

However, in recent decades, non-price factors have become more important

in buyer choice behaviour. Price is the only element in the marketing mix that
produces revenue; all other elements represent, in recent decades, non-price
factors that have become more important in buyer choice behavior costs.
Price is also one of the most flexible elements of the marketing mix.

PRICING STRATEGIES

Pricing Strategy Description

Setting a low initial price in order to penetrate the market

Market Penetration Pricing
quickly and deeply- to attract many buyers quickly and win
(Eg.: Jio, Xiaomi)
a large market share

Promotional Pricing Temporarily pricing products below the list price, and
(Eg.: Swiggy, Walmart, Udemy) sometimes even below cost, to increase short-run sales

Also known as surge pricing, demand pricing or time-based

Dynamic Pricing
pricing. It's a flexible pricing strategy where prices fluctuate
(Eg.: Uber, Air fares)
based on market and customer demand

When companies offer a basic version of their product for

Freemium Pricing
free hoping that users will eventually pay to upgrade or
(Eg.: Spotify, Cloud Storage)
access more features

Companies charge the highest possible price for a new

Skimming Pricing
product and then lower the price over time as the product
(Eg.: Apple)
becomes less and less popular

A geographic pricing strategy in which the company sets up

Zone Pricing two or more zones. All customers within a zone pay the
(Eg.: Amazon, Netflix) same total price; the more distant the zone, the higher the
price.

© Preparation Committee’24 14 Pre -Read Marketing

 MARKETING CHANNELS

STEP 4: CUSTOMER ACQUISITION

Customer acquisition refers to bringing in new customers - or convincing people to buy

your products. It is a process used to bring consumers down the marketing funnel from
brand awareness to purchase decision.

Some popular customer acquisition strategies include:

SEO Email Retargeting

Content Marketing Sponsored Content
Blogging Customer Spotlights
Social Media Marketing Gated Content
Video Marketing Product Pricing

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 MARKETING PLANNING PROCESS

Marketing planning is a systematic process involving the assessment of

marketing opportunities and resources, the determination of marketing
objectives and the development of a plan for implementation and control.

Below is the 9-step marketing plan divided into three phases based on the customers'
purchase cycle: -

IDENTIFYING TARGET AUDIENCE MESSAGE TO THE AUDIENCE MEDIUM FOR THE MESSAGE
BEFORE (PROSPECT)

A business needs to know its Next step is to frame a Based on the objectives and
clients perfectly including their suitable message talking the information gathered
demographics, location, and about characteristics, the about target customers,
spending habits to offer them a benefits it provides and including their location and
product or service completely how it can offer a solution behaviour, next step is to
suited to their needs. to the product's customers' choose marketing channels
concerns. either online/offline.

This includes creating detailed This basically includes This can include
consumer profiles based on communicating mission, advertisements, print media
consumer age, gender etc. vision, USP, etc. etc. that will best allow a
company to reach them.

LEAD CAPTURING SYSTEM LEAD NURTURING SYSTEM SALES CONVERSION STARTEGY

A lead is a potential customer Lead nurturing is the Next step is to implement a

that has shown interest in the process of ensuring that strategy like Personal selling,
company's product or service. people who are vaguely giving Free trials etc. to
DURING (LEAD)

interested in the company's convert potential customers

product or service end up into actual buyers.
willing to buy it.

To generate leads contact The key is to maintain a This is made easier by building
information, different types of consistent communication a credible image and an
lead magnets are used. Some through e-mails, phone environment suitable for
of them are Free trials, free calls etc. For ex: Trello conversion.
consultations, eBooks, surveys, invites its subscribers to
discounts etc. discover a Japanese
routine to increase
productivity.

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 MARKETING PLANNING PROCESS

DELIVERING WORLD CLASS INCREASING CUSTOMER ORCHESTRATING AND

EXPERIENCE LIFETIME VALUE STIMULATING REFERRALS

Next step is to ensure that the Customer's lifetime value Word of mouth marketing is
customers become loyal (CLV) is a prediction of all one of the most powerful
AFTER (CUSTOMER)

customers of the brand who the value that a business strategies to improve the
will return to buy more obtains throughout a positioning of a business and
products or use the services relationship with a increase sales exponentially.
again (or continuously). consumer.

For ex: Ikea launched its Several tactics to "filter" This includes asking the
Catalogue application in 2013 most valuable customers customers to recommend a
which allows its customers to include increasing prices product or service in
see how each piece would fit in using upselling strategies, exchange for an incentive. For
their domestic spaces with the measuring KPIs like number example, an upgrade in their
help of augmented reality. of leads, conversion rate, current service plan or a
average transaction value discount on future purchases.
etc.

ADVERTISING STRATEGIES: ATL, BTL, & TTL

ATL ADVERTISING

Above the Line(ATL) advertising consists of advertising activities that are non-targeted, i.e
the message isn’t conveyed to a specific target group but everyone who comes in contact
with the advertisement. ATL communication has a wide reach and is done to build brand
awareness and inform the customers about the product. TV, radio ads and print media
usually come under this category.

For Swiggy, ATL advertising

comprises newspaper ads, TV ads,
Billboards etc.

These are targeted at mass

audiences with an aim to improve
the brand awareness of Swiggy and
make people adopt the brand.

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 ADVERTISING STRATEGIES: ATL, BTL, & TTL
BTL ADVERTISING

Below-the-line marketing or BTL advertising consists of very specific, memorable and

direct advertising activities focused on targeted groups of consumers. It focuses more on
conversions of potential customers to customers rather than building brand awareness.

Airtle uses BTL advertising by

sending offers, discounts to
specific target customers.
They also make use of event
sponsorship and setting up
kiosks in strategic locations.

Companies use BTL activities

in places such a College,
university, societies. high
foot-fall areas to target its
prospects.

TTL ADVERTISING

Through the Line Advertising or TTL is an integrated strategy including a combination of

ATL and BTL. Campaigns try to reach out to the masses while also focusing intensely on
their target audience groups. TTL Advertising can include 360 degree advertising or digital
marketing approaches.
How do we measure an How do we measure a
ATL campaign? BTL campaign?

The reach of members watching the ad Sales achieved at the place of activity.
The frequency of views New customer acquired at the site.
The number of impressions across various Conversion rates on site (activity place).
platforms Open rate of email campaigns.

FMCG AND PERSONAL CARE BRANDS USE COMPANIES USE BTL ACTIVITIES IN PLACES
ATL MARKETING TECHNIQUES TO INCREASE SUCH AS COLLEGE, UNIVERSITY, SOCIETIES.
BRAND RECALL AND SUBCONSCIOUSLY HIGH FOOT-FALL AREAS TO TARGET ITS
INFLUENCE THE PURCHASE. PROSPECTS.

Swiggy uses sponsored ads on Facebook and Instagram where the

promotions have a wider reach and gives customers an opportunity to
directly engage with a click. It also has creative flair in giving customized
push notification and emails.

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360° Advertising
The concept of a 360-degree marketing plan refers to a marketing campaign that reaches
customers at all possible points of contact. It enables you to maximize the chances of
finding new potential customers and engaging them in a wide variety of ways.

TYPES OF MARKETING

MEME MARKETING CAUSE MARKETING

Meme marketing is a practice of using Cause marketing is a form of corporate
users to promote a brand or product by social responsibility wherein the
creating appealing, engaging, and fast- business launches a marketing
spreading news or content using media campaign that serves a twofold
like word of mouth and social media objective of generating returns and
networks to fulfill marketing goals. increasing social welfare.

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 AMBUSH MARKETING GREEN MARKETING
Ambush marketing is a marketing Green marketing is the process of
strategy in which a company or product promoting products or services based
seeks to ride on the publicity value of a on their environmental benefits.
major event without having contributed These products or services may be
to the financing of the event through environmentally friendly in
sponsorship. It is typically targeted at themselves or produced in an
rival companies and leverages their environmentally friendly way.
marketing campaign.

GUERRILLA MARKETING MOMENT MARKETING

Guerrilla marketing is placing bold, clever Moment marketing is a promotional
brand activations in high-traffic physical technique based on trending news, events,
locations to spread brand awareness. It can or instances; used by brands primarily on
be a cost-effective way to garner social media and digital platforms to gain
widespread attention. some traction, benefitting brand
awareness and sales.
The key advantage of moment marketing is
that it allows your ads to appear at the
exact right moment.

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EXPERIENTIAL MARKETING TRADE MARKETING
Experiential marketing encompasses in- Trade Marketing is also called B2B
person and virtual events, experiences, marketing. All the promotional activities
and interactions that forge lasting are aimed at increasing the demand of
emotional connections between a brand the product among the various supply
and its target audience. chain partners.

Trade marketing is a wider marketing

discipline that aims to increase demand
Coca-Cola Small World
with supply chain partners such as
Machines - Bringing wholesalers, retailers, or at the
India & Pakistan distributor level, rather than just at the
Together customer level.

The initiative "Small World

Machines" provided a live
communications portal
between people in India
and Pakistan

Watch here

RURAL MARKETING
Rural Marketing is a two-way marketing process that includes the flow of goods and
services from rural to urban areas, from urban to rural areas, and within rural areas.

4 A'S OF RURAL MARKETING

ACCEPTABILITY AWARENESS

There is a need to offer products that suit Marketers need to focus on the mediums of
the needs of rural consumers. For ex: - LG communication and entertainment that are
developed a cheap customized TV common in rural areas. Eg, Marketing
‘Sampoorna’ at Rs. 3,000 having the program through events like fairs, festivals, haats
menu in Hindi and other regional languages. etc.

AFFORDABILITY AVAILABILITY

With rural people having low disposable It is not easy to reach the rural population, so
income, products need to be affordable. distribution plays a vital role. E.g. Co’s have
Offering lower SKUs is a common tactic to adopted innovative distribution strategies
cater to this need of rural customers. E.g. like HUL’s Shakti model to overcome this
Nestle introduced Chotu Maggi for Rs. 5. problem.

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 DIFFERENCE BETWEEN URBAN AND RURAL MARKETING

BASIS URBAN RURAL

PRODUCT
Awareness High Low
Usage method Easily grasped Difficult to grasp

PRICE
Sensitive Yes Very much
Levels Medium to high Low to medium

PLACE
Channels Wholesalers, retailers Village shops, Haats, Melas
Product availability High Limited

PROMOTION
Personal selling Door to Door frequently Occasionally
Advertising Print, audio-visual media Print media, TV, Radio

Green and relationship Development and relationship

PHILOSOPHY
marketing marketing

Demand High Low

Competition Among units in organized sector Mostly from unorganized sector

DIGITAL MARKETING

Digital marketing refers to the use of digital

channels to market products and services in
order to reach consumers. This includes not
only email, social media, and web-based
advertising, but also text and multimedia
messages as a marketing channel.

Why makes Digital Marketing important?

1. Increased Reach - Over 4.7 billion people use social media worldwide.
2. Cost effective and Faster - Online campaigns offer higher ROI on lesser budgets.
3. Helps in tracking and taking actions - Provides data to help a business make more
informed decisions while also being able to analyze competitor’s activities.
4. Target ideal audience globally - You can analyze your audience’s behavior online. When
you reach the right audience, you drive more traffic and better results.

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 1) Pay Per Click 2) Email marketing 3) Social Media Marketing
Search Engine Marketing (SEM) is Companies use emails to add Social media platforms such as
the paid advertising you see on value to customer relationships Instagram, Facebook etc. are
google. The cost of ads depends by giving them exclusive used to reach out to customers
on clicks but there are other discounts and offers., helping using ads in the form of posts,
bidding methods like cost per create a bond with customers and reels, videos etc. to engage with
acquisition. ensuring repeat purchases. the customers.

4) Content Marketing 5) Search Engine Optimization 6) Influencer Marketing

It refers to content like blogs, This strategy involves creating Influencers provide a loyal and
how-to videos, instructional content on websites in a way a larger fanbase for your brand.
material. It creates a bond with that search engines will rank According to the target
customers other than just sales, your website higher. Greater audience, partnerships can be
adding value to the customer’s visibility and rankings i is the done with the influencers for
experience target of all companies. brand campaigns.

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 POPULAR METRICS

CTR: CLICK-THROUGH RATE CPA: COST PER ACQUISITION

It can gauge how well your keywords, ads, and free It is a marketing metric that measures the total cost
listings are performing. CTR is the number of clicks of a customer completing a specific action. In other
your ad receives divided by the number of times your words, CPA indicates how much it costs to get a
ad is shown. single customer down your sales funnel, from the
CTR = clicks/impressions. For example, if you had 5 first touch point to conversion.
clicks and 100 impressions, your CTR would be 5%. CPA = Channel spend / No. of Customers Acquired

CPM: COST PER MILLE CPC: COST PER CLICK

CPM—mille is Latin for thousand—is a pricing model
which is the average cost a company pays for 1,000 CPC (also called pay-per-click (PPC)) is a paid
advertisement impressions. advertising term where an advertiser pays a cost
to a publisher for every click on an ad.
CPM = 1000*(Total Campaign Spend)/(Number of
CPC = total cost/number of clicks. You may also
Impressions). If you paid a publisher $1,500 to serve
calculate it from CPM and CTR: CPC = (CPM /
your ad and that ad received 750,000 impressions,
1000) / (CTR / 100) = 0.1 * CPM / CTR
you paid $2 for every 1,000 impressions

PRODUCT LIFE CYCLE

PLC describes the various stages that a product goes through from the time it was initially
thought of until it is finally removed from the market. The life cycle has five stages—
product development, introduction, growth, maturity, and decline.

Product Life Cycle Extension Brand Life Cycle Extension

PLC extension is a way for firms to compete for Brand extension is a method used by
sales and market share. This can take place in a companies to launch a new product by using
number of ways: an existing brand name. Brands Extensions fall
• Increase use of the product among current into general categories:
users Line Extension: Parent Brand covers a new
• Obtain more varied use among current users product within an existing product category
• Identify new users Brand Extension: Parent brand enters a
• Bring in product line extension different product category

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 Characteristics Introduction Growth Maturity Decline

Sales Low Sales Rapidly Rising Peak Declinig

High cost per Avg cost per Low cost per Low cost per
Costs
customer customer customer customer

Profits Negative Rising High Declining

Customers Innovators Early Adopters Middle Majority Laggards

Starting to
Competitors Few Growing Declining
decline

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 RECENT FMCG TRENDS ANALYSIS
The rise of Private Labels by big retailers such as Reliance Retails
Campa Cola etc, is causing established brands such as Coca-Cola,
and Pepsi to further develop their brand strategy to ensure their
higher prices are justified in the eyes of the consumer.
Hyper-personalization is leading a revolution for many upcoming
startups, and consumers are willing to pay a premium and try new
brands to get the best experiences.
Gen-Z is more open and welcoming to try new brands such as Zudio
and explore, causing established players such as Pantaloons to think
twice before deciding their exact positioning.
Demand for Vegan and Plant-Based food options is rising multi-fold,
especially amongst the affluent classes who value the ‘Organic’ tag
and are willing to pay the Premium for the luxury.

WHATS CHANGING?
AI WILL REVOLUTIONIZE EVERYTHING
By 2030, experts predict that the market of global market value of AI in marketing will reach around
USD 72.1 billion, experiencing a significant compound annual growth rate (CAGR) of approximately
24.5% from 2023 to 2030, with brands such Open AI and Alphabet set to be the protagonists of this.

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Consumer goods companies are also getting ready to start
AR, VR LED GAMIFICATION WILL
collecting orders from retailers on WhatsApp and other social
media to match up with the emerging social commerce trend,
BECOME THE NORM
and AI will lead this revolution. Imagine stepping into a virtual showroom
to test drive a new car, or virtually trying
Moreover, brands can leverage AI to personalize the e-
on the latest fashion trends in your own
commerce experience, boosting customer satisfaction and living room – AR and VR make it possible.
sales. AI recommends relevant products, personalizes search These technologies go beyond simple
results and content, and powers 24/7 chatbots for efficient product visualization; they allow brands
customer service. Additionally, AI optimizes operations by to tell their stories in captivating ways,
predicting demand, dynamically adjusting pricing, and driving engagement through interactive
preventing fraud. This data-driven approach fosters customer experiences and gamification of the
loyalty and informs strategic decision-making. system.

KNOW WHAT'S HAPPENING IN THE MARKETING WORLD

A TO Z
MARKETING GLOSSARY

CLICK ON THE LOGOS TO VISIT THE RESOURCES

IMPORTANT KEYWORDS
Sales Vs Marketing Customer Acquisition Metrics Digital Marketing Funnel
B2B Sales Funnel Marketing Planning Pay Per Click, SEOs, SEMs
B2C Sales Funnel Product Line CRM
D2C, C2C, C2B Product Line Length UI/UX
Warehouse Product Line Width CPA (Cost Per Acquisition)
Modern Trade Product Mix Width CTR (Click through rate)
Stockist, Super Stockist SKU (Stock Keeping Units) PLC (Product Life Cycle)
BCG Matrix Ansoff Laggards and Innovators
GTM Strategy Market Development Virtual Commerce
Market Analysis Diversification Quick Commerce
Market Selection ATL, BTL, TTL Product Life Cycle Extension
Marketing Mix Meme Marketing Brand Life Cycle Extension
Segmentation Cause Marketing Brand Value
MSADA Ambush Marketing Brand Equity
Targeting Cause Marketing Brand Personality
Positioning Experiential Marketing Brand Rivalry and Examples
Perception Map Trade Marketing Planogram
4Ps and 7Ps FOMO Marketing Framing Effect
Pricing Strategies Surrogate Marketing Cannibalization of Brands
Captive Pricing Service Marketing E-commerce vs E-business
Dynamic Pricing 4 A's of Rural Marketing Brand Auditing
Marketing Channel
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 SAMPLE MARKETING QUESTIONS

What is a marketing mix? Explain with an Can you give us a customer trend that is
example. happening in our industry right now?

What is surrogate marketing? How did you measure the impact of a

successful campaign for a product that you
What is an Ad campaign that inspired you? marketed?

What is the difference between Sales and What are some useful digital marketing
Marketing? tools?

What is guerilla marketing? What are the limitations of online

marketing?
How has X company's strategy changed
over the years? What is Google AdWords Remarketing?

What is green marketing? Can you take up social media marketing for
B2B businesses?
BCG Matrix of Microsoft. How can you
increase the market share of XBox? How do you use social media for marketing?

Explain the distribution chain of ITC Name some of the content marketing
tactics to attract clients and increase ROI
Difference between SEO and SEM
How is service marketing different from
Explain the elements of Marketing Mix product marketing?

What are points of difference and points of What do you mean by the AIDA model in
parity? marketing?

Why do we have 7Ps for the Service What do you mean by USP ?
industry?
What do you know about Ambush
What is the difference between B2B and Marketing?
B2C marketing?
What is the difference between D2C and
What is GMV? How can an e-commerce B2C?
company increase its GMV?
Explain BCG matrix with example
What is a product lifecycle?
How to devise an NPD strategy for a
What is shrinkflation? product of your choice for your dream
company based on recent consumer trends

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