MMPC-006: Marketing Management
Assignment for July 2024 and January 2025 Sessions
Indira Gandhi National Open University (IGNOU)
Table of Contents
1. Need, Want, and Demand: Importance for Marketers
2. Marketing Philosophies: Evolution and Limitations
3. Marketing Environment Analysis: FMCG Case Study
4. Product Definition and Classification
5. Product Life Cycle (PLC): A Case Study on Apple iPhone
6. Promotion Mix and Integrated Marketing Communication (IMC)
7. Product Marketing vs. Services Marketing
8. Growth of the Service Sector (2010-2023)
9. Digital Marketing Adoption: Case Study on a Local Business
10.Conclusion and Recommendations
1. Need, Want, and Demand: Importance for Marketers
1.1 Definitions
● Need: Basic human requirements (e.g., food, shelter).
● Want: Preferences shaped by culture and society (e.g., pizza over rice).
● Demand: A want backed by purchasing power.
1.2 Importance for Marketers
● Helps identify market opportunities.
● Guides product development and pricing strategies.
1.3 Example: Tesla’s Demand Creation
Tesla identified the need for eco-friendly transport, shaped wants through innovation, and
created demand by offering premium and affordable models.
2. Marketing Philosophies: Evolution and Limitations
2.1 Key Marketing Philosophies
Philosophy Focus Limitation
Production Mass production Ignores customer
Concept preferences
Product Concept High quality Overlooks affordability
Selling Concept Aggressive sales Short-term focus
Marketing Concept Customer Research-intensive
satisfaction
Societal Marketing Sustainability Costly implementation
2.2 Case Study: Unilever’s Societal Marketing
Unilever’s focus on sustainable packaging has boosted brand loyalty and CSR reputation.
3. Marketing Environment Analysis: FMCG Case Study
3.1 Case Study: Amul Dairy Products
Microenvironment Factors
● Customers: Demand for organic dairy.
● Competitors: Nestlé’s market dominance.
● Suppliers: Seasonal milk production variations.
● Distributors: Online grocery platforms.
Macroenvironment Factors
● Economic Trends: Inflation affecting pricing.
● Technology: AI-based supply chain optimization.
● Regulations: FSSAI food safety norms.
3.2 Importance for Marketers
● Identifies opportunities (e.g., lactose-free dairy).
● Ensures competitive advantage.
4. Product Definition and Classification
A product is any offering that satisfies consumer needs.
4.1 Product Classifications
Consumer Products
● Convenience Products – Low-cost, frequent purchases (e.g., soap).
● Shopping Products – Requires comparison (e.g., clothing).
● Specialty Products – Unique, brand-loyal items (e.g., luxury watches).
● Unsought Products – Unplanned purchases (e.g., insurance).
Industrial Products
● Raw Materials – Cotton, metals.
● Capital Goods – Machinery, equipment.
● Services & Supplies – Maintenance, logistics.
Product classification helps in effective market positioning.
5. Product Life Cycle (PLC): Case Study on Apple iPhone
5.1 Stages of PLC
1. Introduction: High marketing costs, low sales (e.g., iPhone 1).
2. Growth: Rising market share (e.g., iPhone 4’s global success).
3. Maturity: Market saturation, price competition (e.g., iPhone X).
4. Decline: Reduced demand, discontinuation (e.g., iPhone 6 phased out).
5.2 Marketing Mix Adjustments During PLC
Stage Product Pricing Promotion Distribution
Introduction New innovation High Heavy ads Limited
Growth More features Competitive Digital marketing Wider
Maturity Differentiation Discounts Brand loyalty Global
Decline Phasing out Price drops Minimal ads Reduced
6. Promotion Mix and Integrated Marketing
Communication (IMC)
6.1 Elements of Promotion Mix
1. Advertising: TV, digital, print ads.
2. Sales Promotion: Discounts, coupons.
3. Personal Selling: Direct sales approach.
4. Public Relations: Reputation management.
5. Direct Marketing: Emails, telemarketing.
6.2 Case Study: Coca-Cola’s IMC Strategy
● Advertising through TV, social media, and event sponsorships (e.g., FIFA World
Cup).
● Consistent brand messaging across all platforms.
7. Product Marketing vs. Services Marketing
Feature Product Marketing Services Marketing
Tangibility Physical goods Intangible
experiences
Inventory Can be stocked Cannot be stored
Quality Control Standardized Variable
Customer Involvement Low High
8. Growth of the Service Sector (2010-2023)
8.1 Key Trends
● Rise of IT and fintech industries.
● E-commerce revolution (Amazon, Flipkart).
● Healthcare and online education expansion.
8.2 Statistical Growth
● India’s service sector contributes over 50% to GDP.
● BPO and outsourcing have driven global investments.
9. Digital Marketing Adoption: Case Study on a Local
Business
9.1 Company: XYZ Retail (E-commerce Clothing Brand)
Insights from Digital Marketing Manager
● Opportunities: Increased reach, cost-effectiveness.
● Challenges: Social media algorithm changes, ad saturation.
● Solutions: SEO, influencer collaborations.
9.2 Digital Marketing Strategies Used
1. Social Media Marketing: Instagram, Facebook ads.
2. Content Marketing: Blogs, influencer collaborations.
3. Email Campaigns: Personalized promotions.
Digital marketing enables higher engagement and customer retention.
10. Conclusion and Recommendations
10.1 Key Takeaways
● Marketing concepts (need, want, demand) influence consumer behavior.
● Marketing environment analysis enhances competitiveness.
● IMC ensures brand consistency across promotional channels.
● Service sector growth is driven by digital transformation.
● Digital marketing is essential for modern business success.
10.2 Recommendations
● Businesses must adopt customer-centric innovations.
● Sustainability and ethical marketing will drive future growth.
● Digital transformation is crucial for long-term competitiveness.
