MARKETING MANAGEMENT (22MBA15)

MODULE 6 EMERGING TRENDS IN MARKETING

Emerging Trends in Marketing: Marketing Planning. Concepts of B2B marketing, Service

Marketing, Digital and social media Marketing, G reen Marketing, Event Marketing, Marketing
Audit, Sponsorship, Cause Related Marketing, Marketing for Non-Profit Organizations, Relationship
marketing, Marketing Strategies for Leaders, Challengers, Followers and Startups. Social
Responsibility of marketin g, Neuro Marketing, Sensory Marketing, societal marketing concept,
premiumization.

• Marketing planning is the process of defining activities that will support business goals and
establishing a timeline for when that work will be completed.
• A marketing plan may be part of an overall business plan. Solid marketing strategy is the
foundation of a well-written marketing plan so that goals may be achieved. While a
marketing plan contains a list of actions, without a sound strategic foundation, it is of little
use to a business.
• A marketing planning process is a systematic approach to developing marketing goals,
strategies, and implementation tactics. It may be adapted to a wide variety of situations, from
the launch of a new firm or practice area to the repositioning of an existing firm even the
routine planning of new business development activities.
• Marketing planning is the operational plan for a particular product or product line. The
marketing plan is the detailed scheme of the marketing strategies and activities associated
with each product marketing mix. Market planning is the process of organizing and defining
the marketing aims of a company and gathering strategies and tactics to achieve them. A solid
marketing plan should consist of the company’s value proposition, information regarding its
target market or customers, a comparative positioning of its competitors in the market,
promotion strategies, distribution channels, and budget allocated for the plan. All relevant
teams in the organization should refer to the marketing plan.
Objectives of a marketing plan :
1. To define the current situation facing the product
2. To define problems and opportunities facing the business
3. To establish objectives
4. To define the strategies and programme necessary to achieve objectives
5. To pinpoint responsibility for achieving product objectives

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 MARKETING MANAGEMENT (22MBA15)

Importance of Marketing Planning:

• Setting Clear Objectives: Marketing planning helps businesses set clear and measurable
objectives. By defining specific goals, such as increasing sales by a certain percentage or
expanding into new markets, organizations can align their marketing efforts with the
desired outcomes.
• Understanding the Target Market: Effective marketing planning involves conducting
market research to gain insights into customers' needs, preferences, and behaviors. This
information enables businesses to tailor their marketing strategies and messages to
resonate with the target audience, resulting in more effective and relevant campaigns.
• Resource Allocation: Marketing planning helps allocate resources effectively. By
analyzing the marketing budget and available resources, businesses can prioritize
marketing initiatives and allocate funds to the most promising strategies. This prevents
wasteful spending and ensures that resources are allocated where they will generate the
highest return on investment.
• Coordinated Efforts: A marketing plan serves as a roadmap for the entire marketing
team. It provides a framework for coordinating various marketing activities, ensuring that
everyone is working towards the same objectives. With a well-defined plan in place, team
members can collaborate more effectively, avoiding duplication of efforts and fostering
synergy.
• Risk Management: Marketing planning allows businesses to anticipate and mitigate
potential risks and challenges. By conducting a SWOT (Strengths, Weaknesses,
Opportunities, Threats) analysis, organizations can identify areas of vulnerability and
develop strategies to address them. This proactive approach minimizes the impact of
unforeseen circumstances and helps businesses stay agile in a dynamic market.
• Measuring Performance: A marketing plan provides a basis for measuring and
evaluating marketing performance. By establishing key performance indicators (KPIs)
and tracking progress against these metrics, businesses can assess the effectiveness of
their marketing strategies and tactics. This feedback loop enables continuous
improvement and helps refine future marketing efforts.
• Long-term Sustainability: Marketing planning facilitates a long-term perspective. It
encourages businesses to think beyond short-term gains and focus on building sustainable
customer relationships and brand equity. By aligning marketing activities with the overall
business objectives and vision, organizations can create a solid foundation for growth and
longevity.

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 MARKETING MANAGEMENT (22MBA15)

PROCESS OF MARKETING PLANNING

Mission:
Mission is the core purpose of an organization or a company. It is the summary of the aims and
core values. A mission clearly tells what you as organization do for customers. A mission can be
seen as a great tool to develop business goals and objectives.
Corporate objectives :

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Corporate objectives are those that relate to the business as a whole. They are usually set by the
top management of the business and they provide the focus for setting more detailed objectives
for the main functional activities of the business.
Marketing Audit:
The Marketing Audit refers to the comprehensive, systematic, analysis, evaluation and the
interpretation of the business marketing environment, both internal and external, its goals,
objectives, and strategies, principles to ascertain the areas of problem and opportunities and to
recommend a plan of action.
SWOT Analysis:
SWOT Analysis is a simple but useful framework for analyzing your organization's strengths,
weaknesses, opportunities, and threats. It helps you to build on what you do well, to address what
you're lacking, to minimize risks, and to take the greatest possible advantage of chances for
success.
Marketing Assumptions
• Small businesses do not require a marketing plan.

• running ads is the only marketing plan you need.

• you already know what your customers think.

• there is no need to market to your customers.

• that marketing channel is too costly for you.

• you do not need social media.

Marketing Objectives and Strategies
Objectives must be clear, concise, and realistic. Objectives typically based on profit, market
share, growth or diversity. The time frame assigned for achievement of any objective is an
important factor here. A time frame necessary to determine whether the objectives have been met
by plan, the department, the division or SBU.
Forecast of Expected Results
A market forecast is a core component of a market analysis. It projects the future numbers,
characteristics, and trends in your target market. A standard analysis shows the projected number
of potential customers divided into segments.
Create Alternative Plan

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Alternative plan means a plan of reorganization (other than the Plan) that does not include
Investor and/or funds managed by Investor as the sole new money underwriter.
Marketing Budget :
The marketing budget sets out how much money is allocated to the marketing function and how
it is intended to spend it. The size of the marketing budget can be determined in several ways; for
example: According to the marketing objectives (e.g. what management expects they need to
spend to achieve the objectives) Detailed Action Plan:
An action plan is a checklist for the steps or tasks you need to complete in order to achieve the
goals you have set. It’s an essential part of the strategic planning process and helps with
improving teamwork planning. Not only in project management, but action plans can be used by
individuals to prepare a strategy to achieve their own personal goals as well

OR

PROCESS OF MARKETING PLANNING

1. Situation Analysis 2. Set
Marketing Objectives
3. Identify Target Market:
4. Develop Marketing Strategies:
5. Allocate Resources:
6. Implement Marketing Tactics:
7. Monitor and Evaluate:
8. Review and Update:
1. Situation Analysis: The first step is to conduct a comprehensive analysis of the internal
and external factors that impact the business. This includes evaluating the company's
strengths, weaknesses, opportunities, and threats (SWOT analysis), analyzing the
competitive landscape, assessing market trends, and understanding customer behavior.
2. Set Marketing Objectives: Based on the situation analysis, establish clear and measurable
marketing objectives. These objectives should align with the overall business goals and
be specific, attainable, relevant, and time-bound. Examples of marketing objectives may
include increasing market share, improving brand awareness, or launching a new product.

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3. Identify Target Market: Determine the specific target market or customer segments that
the marketing efforts will focus on. This involves defining the characteristics, needs, and
preferences of the target audience. By understanding the target market, businesses can
tailor their marketing strategies and messages to effectively reach and engage these
customers.
4. Develop Marketing Strategies: Formulate marketing strategies that will help achieve the
defined objectives. These strategies should outline the approach and tactics that will be
used to reach the target market and differentiate the company from competitors.
Examples of marketing strategies may include product positioning, pricing strategies,
distribution channels, and promotional campaigns.
5. Allocate Resources: Determine the marketing budget and allocate resources to various
marketing initiatives. Consider the costs associated with implementing the marketing
strategies and ensure that the allocated budget is aligned with the expected outcomes.
Resource allocation should be based on the potential return on investment and the
prioritization of marketing activities.
6. Implement Marketing Tactics: Execute the marketing tactics outlined in the strategies.
This involves implementing the marketing campaigns, developing marketing materials,
launching advertising campaigns, conducting public relations activities, and utilizing
digital marketing channels, among others. The tactics should be consistent with the
overall marketing strategy and targeted towards the identified customer segments.
7. Monitor and Evaluate: Continuously monitor and evaluate the performance of the
marketing initiatives. Track key performance indicators (KPIs) to assess the effectiveness
of the marketing efforts. Regularly review the results against the defined objectives and
make adjustments as needed. This allows for ongoing optimization and improvement of
the marketing activities.
8. Review and Update: Regularly review and update the marketing plan to adapt to
changing market conditions, consumer behavior, and business objectives. Markets are
dynamic, and a flexible marketing plan allows businesses to remain responsive and
relevant in an evolving landscape.

COMPONENTS OF MARKETING PLAN

• Executive Summary: A concise overview of the entire marketing plan, summarizing the key
objectives, strategies, and expected outcomes. It provides an executive-level snapshot of the
marketing plan for easy understanding.
• Situation Analysis: An assessment of the internal and external factors that impact the
organization's marketing efforts. This includes conducting a SWOT analysis (Strengths,

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Weaknesses, Opportunities, and Threats) and analyzing market trends, customer behavior,
competitive landscape, and other relevant factors.
• Target Market: Defining the specific segments of customers that the organization will focus
on. This includes identifying key characteristics, needs, preferences, and buying behaviors of
the target market(s). A clear understanding of the target market helps tailor marketing
strategies and messages accordingly.
• Marketing Objectives: Clear, measurable goals that the organization aims to achieve
through its marketing efforts. Objectives should be specific, realistic, and aligned with overall
business objectives. Common marketing objectives include increasing market share,
expanding customer base, improving brand awareness, or launching new products/services.
• Marketing Strategies: Broad approaches and directions that guide marketing activities.
Strategies outline how the organization will position itself, differentiate its offerings, and gain
a competitive advantage. They encompass decisions related to pricing, distribution channels,
product development, promotion, and branding.
• Marketing Tactics: Specific actions and initiatives that will be executed to implement the
marketing strategies. Tactics include detailed plans for advertising, public relations, digital
marketing, social media, content creation, events, and other promotional activities. They
outline the specific activities, timelines, responsibilities, and budgets required to achieve the
marketing objectives.
• Marketing Budget: Allocating financial resources to support the marketing plan. The
marketing budget details the anticipated costs for various marketing activities, such as
advertising campaigns, market research, marketing materials, technology platforms, and
personnel. It helps ensure that sufficient resources are allocated to execute the marketing plan
effectively.
• Marketing Metrics and Evaluation: Establishing key performance indicators (KPIs) and
metrics to measure the effectiveness and success of marketing efforts. These may include
metrics such as sales growth, market share, customer acquisition and retention rates, website
traffic, social media engagement, customer satisfaction, or brand awareness. Regular
evaluation and monitoring help identify areas for improvement and make informed
adjustments to the marketing plan.
• Implementation and Timeline: Outlining the steps, responsibilities, and timelines for
implementing the marketing plan. This includes assigning tasks, setting deadlines, and
ensuring clear communication among team members. An implementation plan helps keep the
marketing activities on track and ensures timely execution.
• Risk Assessment and Contingency Planning: Identifying potential risks and challenges that
may impact the marketing plan's success. This involves analyzing factors such as changes in

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market conditions, competitive threats, regulatory changes, or technological disruptions.

Contingency plans are developed to address these risks and provide alternative courses of
action if needed.

B2B MARKETING:
• B2B (business-to-business) marketing refers to any marketing strategy or content that is
geared towards a business or organization. Companies that sell products or services to other
businesses or organizations (vs. consumers) typically use B2B marketing strategies.
• B2B marketing is promoting products and services to other businesses, typically: (1) at large
volumes, (2) with lengthy sales cycles, (3) to multiple decision-makers, and (4) with more
complexity than consumer products.
• Let us take the example of manufacturing of shirt. It has multiple layers of demand driven by
the consumers need to purchasing a shirt.
• Cotton -> spinning -> weaving -> tailoring -> distribution -> shirt
B2B refers to businesses that sell products or services to other businesses. In this model,
companies cater to the needs of other companies, providing goods or services that are essential
for their operations. B2B transactions often involve longer sales cycles, higher value deals, and a
more complex decision-making process. Examples of B2B businesses include manufacturers,
wholesalers, software providers, and professional services firms.
Key Characteristics of B2B:
 Smaller customer base consisting of other businesses.
 Marketing efforts focus on targeting specific industries or sectors and building relationships
with key decision-makers.
 Decision-making is driven by factors such as business requirements, ROI, and long-term
partnerships.
 Transactions are typically of higher value but lower frequency.
 Customer relationships are often long-term and involve ongoing collaboration and support.

B2C (Business-to-Consumer):
B2C refers to businesses that sell products or services directly to individual consumers. In this
model, companies focus on marketing and selling their offerings to individual customers for
personal use. Examples of B2C businesses include retail stores, e-commerce websites,
restaurants, and entertainment venues. B2C transactions are typically driven by factors such as
personal preferences, emotions, convenience, and price sensitivity

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 MARKETING MANAGEMENT (22MBA15)

Key Characteristics of B2C:

 Large customer base consisting of individual consumers.
 Marketing efforts focus on reaching and appealing to a broad consumer audience.
 Decision-making is often influenced by emotional factors and personal preferences.
 Transactions are generally of lower value but higher frequency.
 Customer relationships are typically shorter and more transactional in nature.

DIFFERENTIATE B2B & B2C

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7KEY COCEPTS OF B2B MARKETING

1. Relationship
B2B is about building deep relationships. We routinely hear our clients talk about
customer relationships spanning not just decades, but generations. Relationships that are
built on trust.
2. Trust
B2B relationships require a high level of confidence in each partner’s ability to deliver
what they say, when they say it. They’re not looking for a short-term relationship, they’re
looking for a partner.
3. Partner
Customers are crying out for companies that can help them. Partners who will learn their
industries, their applications and their processes; who will listen and understand their
challenges and pain points.And offer solutions for those pain points. They could easily
say,
“Don’t sell me; help me.” But that requires commitment.
4. Commitment
It takes a significant investment in time and resources to build a partnership like the one
described above. It’s not just about the latest technology, the best marketing, the highest
quality or the cheapest device. It’s about all these things. Plus, being there in the middle
of the night, backing you up when you need support.
5. Support
Support can take all kinds of forms. Late-night calls. Overnight deliveries. Correcting
billing problems. Replacing faulty or damaged products. Delivering what they need,
when you promised it. Do that for a few years (or a few decades) and you build
credibility.
6. Credibility

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 MARKETING MANAGEMENT (22MBA15)

B2B customers have a lot riding on their decisions. Jobs, careers, bonuses. Hundreds of
thousands or even millions of dollars. Perhaps even lives depend on the choices they
make.
So, the truth is important. Even critical. And it begins and ends with open, honest
communication.
7. Communication
This is about real communication. Even when there are problems, B2B manufacturers
want their customers to give it to them straight. No sugar-coating. Just the honest truth.
Features of B2B Marketing:
1. Complex decision making due to the presence of multifaceted and highly knowledgeable
customer.
2. B2B marketing has to be more rational compared to consumer marketing.
3. B2B products are more complex.
4. There are limited number of buyers & maintaining personal relationships is of key
importance.
5. Behavioral and needs based segmentation is less in number.
6. They are long term buyers.
7. The innovation levels in B2B markets are less as compared to consumer markets.
8. These rely less on packaging and other external appearances.
9. B2B marketing is more demanding to reduce the risks involved in making purchasing
decisions for their company.
B2B MARKETING PROCESS:

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1. Market research for a business product requirement.

2. Evaluate goods demand.
3. Understand competitive landscape & opportunity.
4. Identify potential business buyers.
5. Decide volume & price of selling goods in bulk volume.
6. Maintain relationship with business partners.
7. Exploring opportunities to grow & diversify business.
Important B2B Marketing Channels:
Some of the media & marketing channels for promoting business-to-business products &
services are mentioned as:
1. Conferences & Trade Shows
2. Sales & field marketing
3. Direct mail
4. Email marketing
5. Field marketing
6. Outbound calling
7. Webinars
SERVICES MARKETING
• SM refers to the process of promoting and delivering intangible products or experiences to
consumers. It differs from marketing tangible goods due to the unique characteristics of
services.
• Services marketing typically refers to both business to consumer (B2C) and business-to-
business (B2B) services, and includes marketing of services such as telecommunications
services, financial services, all types of hospitality, tourism leisure and entertainment
services, car rental services, health care services and professional services and trade services.
• Service marketers often use an expanded marketing mix which consists of the seven Ps:
product, price, place, promotion, people, physical evidence and process. A contemporary
approach, known as service-dominant logic, argues that the demarcation between products
and services that persisted throughout the 20th century was artificial and has obscured that
everyone sells service.

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Characteristics of Services marketing:

1. Intangibility: Services are intangible, meaning they cannot be touched, felt, or seen
before they are consumed. This poses a challenge in marketing as customers cannot
evaluate the quality or value of a service until they experience it.
2. Inseparability: Services are typically produced and consumed simultaneously. The
production and delivery of services are often performed in the presence of the customer,
making it challenging to separate the service provider from the service itself. This
necessitates a focus on the interaction between the provider and the customer.
3. Variability: Services are highly variable due to their reliance on human interactions and
performance. Each service encounter can differ from one another, even within the same
service provider or organization. Variability makes it crucial to maintain consistency and
manage customer expectations effectively.
4. Perishability: Services are perishable and cannot be stored or inventoried like physical
products. Once the time or capacity for a service is gone, it cannot be recovered.
Managing service capacity and demand becomes critical to avoid underutilization or
overbooking.
5. Customer Involvement: Services often require customer participation and co-creation.
Customers play an active role in the service delivery process, influencing the outcome
and their overall satisfaction. Effective communication and collaboration between the
service provider and the customer are essential.
6. Time-based Performance: Services are experienced over a period of time, and the
timing of service delivery can be critical. Promptness, waiting times, and duration of
service can significantly impact customer perceptions and satisfaction.
7. Relationship Building: Services marketing emphasizes building long-term relationships
with customers. Since services often involve repeated interactions, creating loyalty and
maintaining customer satisfaction are crucial for sustained success.
8. Heterogeneity: Services are produced by people, and the quality of service delivery can
vary depending on the skills, attitudes, and behaviors of the service providers. Ensuring
consistent service quality across different providers and locations is a challenge in
services marketing.

DIGITAL AND SOCIAL MEDIA MARKETING:

• Digital and social media marketing refers to the use of digital platforms and social media
channels to promote products, services, or brands. It leverages the power of technology and
online communication to reach and engage with a target audience.

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 MARKETING MANAGEMENT (22MBA15)

• Digital and social media marketing refer to the use of digital channels and social media
platforms to promote products or services, engage with the target audience, and build brand
awareness. These forms of marketing leverage online platforms to reach and connect with
customers, allowing businesses to interact with their target market in a more personalized and
targeted manner.

Here are some key aspects of digital and social media marketing:
1. Website and Search Engine Optimization (SEO): Establishing a professional website that
serves as a hub for your online presence is crucial. Optimize your website with relevant
keywords, high-quality content, and user-friendly navigation to improve its visibility on
search engines. Implementing SEO strategies helps drive organic traffic to your site.
2. Content Marketing: Create and distribute valuable and engaging content such as blog posts,
articles, videos, infographics, and ebooks to attract and educate your target audience. Share
this content on your website, social media platforms, and other relevant channels to increase
brand visibility and establish your business as an industry authority.
3. Social Media Marketing: Utilize social media platforms such as Facebook, Instagram,
Twitter, LinkedIn, and YouTube to connect with your target audience, build brand awareness,
and promote your products or services. Develop a social media strategy that aligns with your
business goals and audience preferences. Regularly share engaging content, interact with
followers, and leverage social media advertising options to reach a wider audience.
4. Email Marketing: Build an email list of interested prospects and customers and send targeted
email campaigns to nurture leads and encourage conversions. Provide valuable content,
exclusive offers, and personalized messages to establish strong relationships with your
audience and drive engagement.
5. Pay-Per-Click (PPC) Advertising: Utilize platforms like Google Ads and social media
advertising to display targeted ads to your audience. PPC campaigns allow you to reach
potential customers based on specific demographics, interests, and search behavior, enabling
you to maximize your advertising budget and drive relevant traffic to your website.

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 MARKETING MANAGEMENT (22MBA15)

6. Influencer Marketing: Collaborate with influencers or industry experts who have a strong
following and influence over your target audience. They can promote your products or
services through their social media channels, blogs, or other platforms, helping you reach a
wider audience and build credibility.
7. Data Analytics and Tracking: Use analytics tools to track and measure the performance of
your digital marketing campaigns. Analyze metrics such as website traffic, engagement rates,
conversion rates, and ROI to gain insights into the effectiveness of your strategies. Make
datadriven decisions and optimize your marketing efforts accordingly.
8. Mobile Marketing: With the widespread use of smartphones, optimizing your digital
marketing efforts for mobile devices is crucial. Ensure your website is mobile-friendly, and
consider mobile advertising, location-based targeting, and mobile apps to reach and engage
with your mobile audience effectively.
9. Online Reputation Management: Monitor and manage your online reputation by actively
engaging with customers and addressing any concerns or feedback. Encourage positive
reviews, testimonials, and user-generated content to build trust and credibility.
10. Continuous Learning and Adaptation: Stay updated with the latest trends, technologies, and
best practices in digital and social media marketing. The digital landscape is constantly
evolving, so it's important to adapt your strategies to stay ahead of the competition and
effectively engage with your target audience.
GREEN MARKETING

• Green marketing (or environmental marketing) is the promotion of environmentally

friendly products, services, and initiatives. More specifically, green marketing refers a
broad range of environmentally friendly practices and strategies. Some green marketing
examples include:
• Creating eco-friendly products
• Using eco-friendly product packaging made from recycled materials

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 MARKETING MANAGEMENT (22MBA15)

• Reducing greenhouse gas emissions from production processes

• Adopting sustainable business practices
• Marketing efforts communicating a product's environmental benefits
• Investing profits in renewable energy or carbon offset efforts
• Examples of popular brands that use green marketing extensively include Starbucks,
Patagonia, IKEA, Seventh Generation, Nike, Unilever, and even IBM.
• Green marketing is becoming more popular as more people become concerned with
environmental issues. Indeed, in 2020, more than three quarters of consumers (77%) cited
a brand's sustainability and environmental responsibility as very important or moderately
important in their choice of brands.
• The goal of green marketing is to highlight a company's adoption of eco-friendly or
sustainable practices across its products and business operations.
• The rise of green marketing stems from a growing market segment of consumers who
prefer to purchase green products even though they might be more expensive. These
consumers are known as the Lifestyles of Health and Sustainability (LOHAS)
demographic. According to Wikipedia:

• “[LOHAS] is a demographic defining a particular market segment related to sustainable

living, "green" ecological initiatives, and generally composed of a relatively upscale and
well-educated population segment.”

• LOHAS consumers are active supporters of environmental health, and are the heaviest
purchasers of eco-friendly and socially responsible products. They also have the power to
influence other consumers.
GREEN MARKETING STRATEGY:
Beyond making an environmentally friendly product, business owners can implement other
tactics to create a business strategy that capitalizes on the benefits of green marketing. The
following can all be part of a green marketing strategy:
1. Using eco-friendly paper and inks for print marketing materials
2. Skipping printed materials altogether in favor of electronic marketing
3. Adopting responsible waste disposal practices
4. Using eco-friendly or recycled materials for product packaging
5. Seeking official certifications for sustainability and
6. Using efficient packing and shipping methods
7. Using renewable energy and sustainable agriculture practices
8. Taking steps to offset carbon emissions via investment

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9. Green companies take a long view of their businesses, prioritizing the well-being of the
planet and future generations over short-term profits.
ADVANTAGES:
• Green marketing can improve credibility and visibility among conscious consumers, distinguish
a brand from its competitors, and ultimately save money through the adoption of less
wasteful business practices.
CHALLENGES OF GREEN MARKETING

 Challenges of green marketing include the upfront cost of sustainability research and
development, ongoing costs of using eco-friendly materials and production methods, and the
risks of deceptive or misleading advertising around green efforts.
GREENWASHING
• Greenwashing is also known as Green Sheen. It becomes curious like, what is it now? It is
one such practice when you promote the deceptive perception that the product is green even
when it is not. When self-aware customers buy products labeled as eco-friendly, then on that
pretext they are being ditched. The point here is, that it’s still harming the environment but
here, the company is responsible, who sells products on a false pretext.
• Greenwashing refers to the practice of misleadingly promoting products, services, or
corporate practices as environmentally friendly or sustainable when they may not actually
meet those claims. It involves using marketing and public relations techniques to create a
positive "green" image and deceive consumers into thinking that a company or its products
are more environmentally responsible than they actually are.
Some common tactics used in greenwashing include:
• Vague or Unsubstantiated Claims: Using ambiguous terms or phrases such as "eco-friendly,"
"green," or "natural" without providing specific evidence or certifications to support those
claims. This can mislead consumers into thinking that a product or service has minimal
environmental impact.
• Irrelevant Claims: Highlighting one small environmental attribute of a product or process
while ignoring larger environmental issues or negative impacts associated with it. For
example, emphasizing that a product is made with recycled packaging but neglecting to
mention harmful ingredients or production practices.
• Lack of Transparency: Withholding or providing limited information about a company's
environmental practices or the lifecycle of a product. This can make it difficult for consumers
to make informed choices or verify the validity of environmental claims.

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• False Certifications or Labels: Displaying misleading or self-created eco-labels or

certifications that give the impression of third-party endorsement when, in fact, they may not
meet recognized environmental standards.
• Green Imagery or Branding: Using nature-related images, colors, or symbols in marketing
materials to create a perception of environmental responsibility, even if the company's
practices or products do not align with sustainability.
• Diverting Attention: Drawing attention to a company's philanthropic activities or unrelated
environmental initiatives to create a positive impression while disregarding the environmental
impact of its core operations.
Greenwashing can be harmful because it undermines consumer trust, misleads purchasing
decisions, and hinders genuine efforts towards sustainability. To avoid falling for
greenwashing, consumers and businesses should be critical and look for substantiated claims,
transparent reporting, recognized certifications, and a holistic approach to environmental
responsibility. Regulators and consumer advocacy groups are also working towards
combating greenwashing by enforcing advertising and labeling standards, promoting
transparency, and encouraging more accurate environmental reporting.
EVENT MARKETING:

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• Event marketing is the experiential marketing of a brand, service, or product through

memorable experiences or promotional events. It typically involves direct interaction with
a brand's representatives. It should not be confused with event management, which is a
process of organizing, promoting and conducting events.
• In event marketing, the three E's refer to entertainment, excitement, and enterprise.

Examples:
• User conferences. ...
• Networking events & mixers. ...
• Lunch and learns. ...
• Community events. ...
• 5K run, walk, swim, or ride. ...

The Benefits of Event Marketing

1. Establish a relationship with customers: We made this point above, but, just to reiterate,
the main purpose of event marketing is being able to establish relationships! You won’t get as
solid of a connection with customers from a website, marketing campaign, or even social
media.
2. Increase brand exposure: Related to customer relationships, events are a surefire way to get
potential customers and prospects to discover your brand and attract attention to brands,
organizations, and products.
3. Reach a target audience: Sometimes you need to reach out directly to the audience who’s
interested in what you’re offering. Events can help you narrow down and reach out to your
target demographic.
4. Create credibility: Given the opportunity to interact with customers on a personal level,
events help you establish expertise in your field by giving an opportunity to help and teach
others.
5. Boost sales: At the end of the day, marketing is about helping to sell products and services. If
your events make a positive impression, you’ll have more customers, it’s as simple as that.

Essential Features of Event Marketing

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 A Range of Events: Putting on one small event a year is not a real supplement to a marketing
strategy. Better to think in terms of several: trade shows, exhibition, branded entertainment–
cast a wide net!
 Events are Goal-Oriented: An event without goals is not a commercial or marketing
strategy.  Effective Communication and Promotion: Events need to get the message out
to the target audience, and generate interest from the audience in the event.
 Evaluation and Feedback: It’s impossible to improve or meet goals without learning from
successes or mistakes. Likewise, it’s important to solicit feedback to meet your audience’s
needs.
 Location or Virtual Location: Per the above section, part of the added value of an event is
where it takes place and what advantages that can provide.

The nature of event marketing can vary depending on the specific goals, target audience, and
type of event. Here are some key aspects of event marketing:
1. Event Planning and Execution: Event marketing begins with meticulous planning,
including defining objectives, determining the target audience, selecting the event format
(such as conferences, trade shows, product launches, charity events, etc.), choosing the
venue, and coordinating logistics.
2. Branding and Messaging: Events provide an opportunity to showcase and reinforce a
brand's identity. Through event marketing, companies can create a unique brand
experience, align messaging with their values, and communicate key messages to
attendees.
3. Audience Engagement: One of the primary goals of event marketing is to engage
attendees and create memorable experiences. This can be achieved through interactive
activities, live demonstrations, hands-on experiences, contests, and networking
opportunities. Engaging attendees helps create a positive brand association and fosters a
sense of loyalty.
4. Content Creation and Distribution: Events generate a wealth of content that can be
leveraged for marketing purposes. This includes event photos, videos, testimonials,
presentations, and social media interactions. By sharing this content across various
channels, businesses can extend the reach and impact of their event beyond the physical
attendees.
5. Relationship Building: Events offer a platform for businesses to connect with customers,
prospects, industry influencers, and partners. Face-to-face interactions at events allow for
deeper relationship building, networking, and fostering brand advocates.
6. Data Collection and Analysis: Event marketing provides an opportunity to collect
valuable data on attendees, including contact information, preferences, and feedback.
This data can be used to refine marketing strategies, personalize future communications,
and measure the success of the event.

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7. ROI Measurement: Measuring the return on investment (ROI) of event marketing is

crucial. Businesses can track metrics such as attendance, leads generated, sales
conversions, social media reach, media coverage, and customer satisfaction to evaluate
the effectiveness of their event marketing efforts.

PROCESS OF EVENT MARKETING:

1. Establish the features of the product
2. Identify customers (segmentation)
3. Plan to meet audience needs
4. Analyse consumer decision-making process
5. Establish price and ticket program
6. Promote the event
7. Evaluate marketing efforts
8. Decision making: competitive pressure, motivation i.e. Decision maker, followers,
influencer, purchaser.
9. Timing, purchase and attendence.Promote has : differentiation, packaging for effective
communication.
MARKETING AUDIT:
• The Marketing Audit refers to the comprehensive, systematic, analysis, evaluation and
the interpretation of the business marketing environment, both internal and external, its
goals, objectives, and strategies, principles to ascertain the areas of problem and
opportunities and to recommend a plan of action.
• A marketing audit often contains a SWOT analysis, market research, and competitor
analysis.
FEATURES/ CHARACTERISTICS :
1. "Periodic" means the marketing audit should be conducted regularly, not only when the
company encounters a crisis. This is to ensure any oversight that affects the company's
performance. Regular audits allow companies to adjust and adapt their marketing
strategies to meet market needs better.
2. "Comprehensive" suggests that an audit should be thorough and cover all marketing
aspects. It is the opposite of a functional marketing audit - an audit of only one marketing
function, e.g., product development, sales, promotion strategies, etc.). Comprehensive
audits are more effective at identifying the root of the problem than a functional audit.

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3. "Systematic" refers to the "systematic and organized" manner in which an audit is carried
out. A marketing audit should assess the marketing environment, objectives, and
strategies to identify areas for improvement.
4. "Independent" means that marketing audits should be objective. An independent
consultant or agency should perform the audits. When conducted internally, the
marketing expert should provide honest and unbiased feedback on marketing
performance.
TYPES OF MARKETING AUDIT
1. Marketing Environment Audit This covers the macro environment – demographic,
economic, natural, technological, political and cultural the audit raises questions as to
what trends pose threats and opportunities for the company. In the task environment the
markets, the customers and other factors in the marketing system are analyzed.
2. Marketing Strategy Audit This is concerned with business mission and marketing
objectives. The audit checks if the mission is clearly defined and is market oriented.
Whether the company has set clear objectives to guide marketing planning and
performance.
3. Marketing organization audit Here the audit questions the formal structure functional
efficiency and cross functional efficiency. It verifies whether marketing activities are
optionally structured along functional, product, market, and territory lines: whether
marketing and sales communicate effectively whether marketing staff are well – trained,
supervised, motivated and evaluated.
4. Marketing system audit This consists of a review of marketing information system,
marketing planning system, marketing control system, and new product development. it
checks whether the marketing intelligence system is providing accurate and timely
information and whether the company using marketing research effectively.
5. Marketing Productivity Audit This audit looks into profitability analysis and cost
effectiveness analysis. It checks to know how profitable the company different product,
market, territories and channels are whether the company should enter, expand, or
withdraw from any business segments.
6. Marketing Function Audit Here the audit is concerned with the 4Ps –product, price,
place and promotion. it looks into the product line objectives: whether some current
products should be phased out or new products should be added.
COMPONENTS OF MARKET AUDIT:
1. Marketing Objectives: Assessing the organization's marketing objectives and evaluating
their alignment with overall business goals. This includes reviewing specific objectives,

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such as increasing market share, brand awareness, customer acquisition, or customer

retention.
2. Marketing Strategy: Evaluating the organization's marketing strategy, including the
target market(s), positioning, value proposition, and competitive advantage. This involves
analyzing the effectiveness of current strategies and identifying areas for improvement or
adjustment.
3. Market Analysis: Conducting a comprehensive analysis of the market in which the
organization operates. This includes assessing market size, growth trends, customer needs
and preferences, competitor analysis, and market segmentation. The objective is to
understand the market dynamics and identify opportunities and threats.
4. Customer Analysis: Analyzing the organization's customer base, including customer
demographics, behaviors, preferences, and buying patterns. This helps identify target
customer segments, understand customer needs and motivations, and evaluate customer
satisfaction and loyalty.
5. Product/Service Analysis: Assessing the organization's product or service offerings.
This involves evaluating the product/service features, quality, pricing, branding,
packaging, and product lifecycle. The analysis helps identify strengths, weaknesses, and
potential areas for product/service improvement or innovation.
6. Marketing Communications: Reviewing the organization's marketing communications
efforts, including advertising, public relations, digital marketing, social media, and
content strategies. This assessment involves analyzing the effectiveness of
communication channels, messaging, creative execution, and customer engagement.
7. Distribution Channels: Assessing the organization's distribution channels and
evaluating their efficiency and effectiveness. This includes analyzing the distribution
network, channel partners, inventory management, logistics, and customer reach. The
goal is to ensure optimal distribution and delivery of products or services.
8. Marketing Metrics and Performance: Evaluating key marketing metrics and
performance indicators to assess the effectiveness and efficiency of marketing activities.
This includes analyzing sales data, customer acquisition and retention rates, brand
awareness, market share, return on investment (ROI), and other relevant metrics.
9. Marketing Budget and Resources: Reviewing the organization's marketing budget and
allocation of resources. This involves assessing the adequacy of the budget, resource
allocation efficiency, and the alignment of resources with marketing objectives. It helps
identify opportunities for resource optimization and potential areas for increased
investment.

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10. Legal and Ethical Considerations: Assessing compliance with legal and ethical
standards in marketing activities. This includes reviewing advertising and promotional
materials for adherence to regulations and evaluating ethical practices in customer
engagement, data privacy, and customer consent.

SPONSORSHIP:
Sponsorship in marketing refers to a mutually beneficial relationship between a sponsoring
organization (the sponsor) and a sponsored entity (the recipient) where the sponsor provides
financial or in-kind support in exchange for various promotional benefits. It involves the
sponsor associating its brand with the sponsored entity to achieve specific marketing
objectives. Sponsorship can take various forms, including sports sponsorships, event
sponsorships, cause-related sponsorships, and celebrity endorsements.
Sponsorship in marketing offers a range of benefits, including
1. Increased brand visibility,
2. Audience engagement,
3. differentiation, and the opportunity to align with relevant events, causes, or entities.
4. Differentiation and competitive advantage:
5. Product and service promotion:
6. Corporate social responsibility (csr):
CAUSE-RELATED MARKETING (CRM):
• Cause-related marketing (CRM) is a marketing strategy in which a company partners
with a nonprofit organization or supports a social or environmental cause to achieve
mutual benefits. It involves aligning the company's marketing and business objectives
with the cause, creating a partnership that generates social impact while enhancing brand
reputation and customer loyalty.
• The partnership between Dove and the Dove Self-Esteem Project. Dove, a personal care
brand, focuses on promoting positive body image and self-esteem among people,
particularly women and girls. Through their cause-related marketing initiative, Dove
collaborates with various organizations to provide educational programs and resources
that help individuals develop a positive relationship with their bodies.
• Dove's cause-related marketing efforts include advertising campaigns that challenge
unrealistic beauty standards, workshops in schools and communities, and the creation of

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online resources for self-esteem development. By associating their brand with the cause
of self-esteem and body positivity, Dove aims to build a stronger emotional connection
with their target audience and foster long-term customer loyalty.
Benefit's :
1. Enhanced Brand Image and Reputation: Aligning with a social cause or nonprofit
organization can improve a company's brand image and reputation. By associating
themselves with a meaningful cause, businesses demonstrate their commitment to social
responsibility, community welfare, and ethical practices. This can lead to increased trust,
loyalty, and positive perception among customers and stakeholders.
2. Increased Customer Engagement and Loyalty: CRM initiatives often resonate with
customers who are passionate about specific social causes. By supporting these causes,
businesses can connect with their target audience on a deeper level, fostering emotional
engagement and loyalty. Customers are more likely to support and remain loyal to a
brand that aligns with their values and actively contributes to positive change.
3. Differentiation and Competitive Advantage: Cause-related marketing can help businesses
stand out from their competitors. When customers have multiple options to choose from,
they are more likely to select a brand that demonstrates a genuine commitment to social
impact. CRM initiatives create a unique selling proposition that sets businesses apart and
attracts socially conscious consumers.
4. Expanded Reach and New Markets: Partnering with a nonprofit organization or
supporting a social cause allows businesses to tap into new markets and target diverse
customer segments. Nonprofits often have established networks, followers, and
supporters, which can help expand a brand's reach and attract new customers who are
passionate about the cause.
5. Increased Sales and Revenue: Cause-related marketing can positively impact a company's
bottom line. Studies have shown that consumers are more likely to purchase products or
services from businesses engaged in cause-related initiatives. Supporting a cause can
create a sense of purpose and a compelling reason for customers to choose one brand over
another, resulting in increased sales and revenue.
6. Positive Employee Morale and Engagement: CRM initiatives can also have a positive
impact on employee morale and engagement. Employees feel a sense of pride and
satisfaction when they work for a company that is actively making a difference in society.
CRM programs provide opportunities for employees to get involved, volunteer, and
contribute to causes they care about, fostering a positive work environment and boosting
employee motivation.
7. Social Impact and Contribution: One of the most significant benefits of CRM is the
positive social impact it generates. By supporting nonprofit organizations and social
causes, businesses contribute to addressing important societal issues, such as
environmental conservation, poverty alleviation, education, health, and more. CRM

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initiatives have the potential to create meaningful change and improve the well-being of
communities and individuals.
MARKETING FOR NON-PROFIT ORGANIZATIONS
Marketing is an essential component for non-profit organizations to attract donors, volunteers,
and support from the public.
Marketing plays a crucial role in helping non-profit organizations raise awareness, attract
supporters, and achieve their mission. Here are some key aspects of marketing for non-profit
organizations:
1. Clear Mission and Value Proposition: Non-profits should have a well-defined mission and
value proposition that communicates their purpose, goals, and the impact they aim to create.
This messaging should resonate with the target audience and differentiate the organization
from others in the same space.
2. Target Audience Identification: Non-profits need to identify their target audience, whether it's
donors, volunteers, beneficiaries, or other stakeholders. Understanding the demographics,
interests, and motivations of the target audience helps tailor marketing efforts to effectively
reach and engage them.
3. Branding and Messaging: Non-profit organizations should develop a strong brand identity
that reflects their mission and values. This includes designing a compelling logo, creating a
consistent visual identity, and crafting clear and impactful messaging that communicates the
organization's story and impact.
4. Multi-Channel Communication: Non-profits should leverage various communication
channels to reach their target audience. This includes traditional channels such as print media,
direct mail, and events, as well as digital channels such as websites, social media, email
marketing, and online advertising. A multi-channel approach ensures wider reach and
engagement with diverse stakeholders.
5. Storytelling and Impactful Content: Non-profits should use storytelling to communicate their
impact and connect emotionally with their audience. Sharing stories of beneficiaries, success
stories, and testimonials helps humanize the organization's work and creates a personal
connection with potential supporters. Creating compelling and shareable content such as
videos, blog posts, and infographics can further amplify the organization's message.
6. Fundraising Strategies: Fundraising is a critical aspect of marketing for non-profits.
Organizations should develop effective fundraising strategies that engage potential donors,
such as direct appeals, donor stewardship programs, crowdfunding campaigns, peer-to-peer
fundraising, and partnerships with businesses or foundations. It's important to communicate
the impact of donations and provide transparency on how funds are utilized.
7. Relationship Building and Engagement: Non-profits should focus on building and nurturing
relationships with supporters, volunteers, and donors. This involves regular communication,
personalized engagement, expressing gratitude, and providing opportunities for involvement

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and feedback. Cultivating long-term relationships with supporters helps create a loyal and
dedicated community.
8. Measurement and Evaluation: Non-profit organizations should establish metrics and key
performance indicators (KPIs) to measure the success of their marketing efforts. This
includes tracking website traffic, social media engagement, donation metrics, volunteer
participation, and overall impact. Analyzing these metrics helps identify areas of
improvement and refine marketing strategies.
9. Partnerships and Collaborations: Collaborating with other organizations, businesses, and
influencers can amplify the reach and impact of non-profits. Partnerships can include joint
events, cause-related marketing campaigns, shared resources, or co-branding initiatives.
Strategic collaborations help increase visibility, access new audiences, and leverage
complementary strengths.
10. Advocacy and Public Relations: Non-profits can engage in advocacy efforts to influence
public opinion and policy changes related to their cause. Public relations activities, including
media outreach, press releases, and thought leadership articles, can help generate positive
media coverage and raise the organization's profile.
RELATIONSHIP MARKETING
Relationship marketing is a marketing strategy that focuses on building long-term, mutually
beneficial relationships with customers. It goes beyond transactional interactions and emphasizes
the value of customer retention and loyalty. The primary goal of relationship marketing is to
create a strong bond between the organization and its customers, resulting in repeat business,
customer satisfaction, and positive word-of-mouth referrals. Here are some key aspects and the
importance of relationship marketing:
1. Customer Understanding: Relationship marketing starts with a deep understanding of
customers, their needs, preferences, and behaviors. It involves collecting and analyzing
customer data to develop comprehensive customer profiles and segmentation strategies. By
understanding customers at an individual level, businesses can tailor their marketing efforts
to meet their specific needs.
2. Personalization and Customization: Relationship marketing focuses on delivering
personalized experiences to customers. This involves customizing products, services, and
communications to match individual preferences. Personalization can be achieved through
techniques such as targeted messaging, recommendation engines, loyalty programs, and
personalized offers. By providing tailored experiences, businesses enhance customer
satisfaction and loyalty.
3. Customer Engagement: Building strong relationships requires ongoing engagement with
customers. Relationship marketing encourages two-way communication and active
involvement. Businesses can engage customers through multiple channels, such as social
media, email marketing, events, and customer feedback mechanisms. By listening to

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customers, responding to their inquiries, and involving them in the decision-making process,
businesses foster a sense of involvement and ownership.
4. Trust and Transparency: Trust is a fundamental element of relationship marketing. Businesses
must establish trust by consistently delivering on promises, providing high-quality products
or services, and being transparent in their interactions. Trust encourages repeat purchases,
positive word-of-mouth recommendations, and a long-term commitment to the brand.
5. Customer Loyalty Programs: Loyalty programs are a popular tool in relationship marketing.
These programs reward customers for their repeat business and encourage them to stay
engaged with the brand. Loyalty programs can include incentives such as discounts, exclusive
offers, rewards points, VIP status, or access to special events. By acknowledging and
rewarding customer loyalty, businesses strengthen the bond with their customers.
6. Customer Service and Support: Relationship marketing places significant emphasis on
customer service and support. Businesses strive to provide excellent service throughout the
customer journey, from pre-purchase inquiries to post-purchase assistance. Prompt and
helpful customer service builds trust, resolves issues effectively, and reinforces the customer's
perception of value.
7. Continuous Improvement and Feedback: Relationship marketing involves a continuous
process of gathering customer feedback and using it to improve products, services, and
overall customer experience. Feedback mechanisms, such as surveys, focus groups, and
online reviews, allow businesses to understand customer satisfaction levels, identify areas for
improvement, and make necessary adjustments.
8. Long-Term Perspective: Relationship marketing takes a long-term view of customer
relationships rather than focusing solely on short-term transactions. The goal is to build
lasting connections that extend beyond individual purchases. Businesses invest in nurturing
relationships with the understanding that long-term customers are more likely to generate
repeat business, advocate for the brand, and provide valuable referrals.
MARKETING STRATEGIES FOR LEADERS
Marketing strategies for leaders involve promoting personal branding, building thought
leadership, and effectively communicating with their target audience. Here are some key
strategies for leaders to consider:
1. Personal Branding: Leaders should develop and maintain a strong personal brand that reflects
their expertise, values, and unique qualities. This involves defining a clear positioning,
crafting a compelling personal story, and consistently showcasing their brand through various
channels, such as social media, speaking engagements, and professional networks.
2. Thought Leadership: Establishing oneself as a thought leader in their industry or field is a
powerful marketing strategy for leaders. This can be achieved by sharing valuable insights,
expertise, and perspectives through content creation and distribution. Writing articles,
publishing books, hosting webinars, participating in panel discussions, and giving keynote
speeches are effective ways to position oneself as an authority and gain visibility.

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3. Building Networks and Relationships: Leaders should actively build and nurture professional
networks and relationships with industry peers, influencers, media professionals, and
potential collaborators. Engaging in networking events, industry conferences, and online
communities helps expand their reach, gain exposure, and create opportunities for
collaboration and partnership.
4. Effective Communication: Leaders must be skilled communicators to effectively convey their
messages and connect with their target audience. This involves developing strong public
speaking skills, mastering different communication channels (such as social media, email,
and video), and tailoring messages to resonate with specific audiences. Clear and compelling
communication helps leaders build credibility, engage followers, and inspire action.
5. Content Marketing: Sharing valuable content is a vital marketing strategy for leaders. By
creating and distributing informative and relevant content, such as articles, blog posts, videos,
podcasts, and whitepapers, leaders can position themselves as experts and attract a loyal
following. Content marketing also helps in building trust, engaging with the target audience,
and generating leads.
6. Authenticity and Transparency: Leaders should prioritize authenticity and transparency in
their marketing efforts. Being genuine and transparent builds trust and credibility with their
audience. Sharing personal stories, lessons learned, and being open about successes and
failures helps in connecting with the audience on a deeper level.
7. Engaging with the Audience: Successful leaders actively engage with their audience by
responding to comments, messages, and inquiries. This demonstrates their accessibility and
commitment to their followers. Engaging in conversations, hosting Q&A sessions, and
seeking feedback from the audience fosters a sense of community and strengthens the
relationship between the leader and their followers.
8. Leveraging Social Media: Social media platforms provide a powerful tool for leaders to
amplify their personal brand and engage with their audience. Leaders should identify the
most relevant social media channels for their target audience and consistently share valuable
content, engage in conversations, and showcase their expertise. Social media also allows
leaders to stay updated on industry trends, monitor conversations, and leverage opportunities
for engagement and collaboration.
MARKETING STRATEGIES FOR CHALLENGERS
Marketing strategies for challengers are crucial for new or smaller companies that aim to disrupt
established markets and compete with dominant players. These strategies focus on leveraging the
challenger's unique strengths, differentiation, and agility to gain market share and build brand
recognition.
Here are some key marketing strategies for challengers:
1. Differentiation and Unique Value Proposition: Challengers need to identify and articulate
their unique value proposition that sets them apart from competitors.

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2. Targeted and Niche Marketing: Challengers can focus their marketing efforts on specific
target segments or niche markets where they can excel and meet specific customer needs.
3. Strategic Partnerships and Alliances:
4. Leveraging Technology and Digital Channels:
5. Customer Experience and Advocacy:
6. Pricing and Value Proposition:
MARKETING STRATEGIES FOR FOLLOWERS
Marketing strategies for followers involve understanding their needs, engaging with them
effectively, and providing valuable content and experiences. Here are some key strategies for
marketing to followers:
1. Audience Research and Segmentation: Conduct thorough research to understand the
characteristics, preferences, and behaviors of your followers. Segment your followers based
on demographics, interests, and buying patterns. This enables you to tailor your marketing
efforts and deliver targeted messages that resonate with specific follower segments.
2. Personalized Communication: Develop personalized communication strategies to engage
with your followers. Use their names in email marketing, create segmented social media
campaigns, and provide relevant content that addresses their specific needs and interests.
Personalization creates a sense of connection and makes followers feel valued.
3. Engaging Content: Create and share content that is informative, entertaining, and valuable to
your followers. This can include blog posts, videos, podcasts, infographics, and social media
updates. Focus on addressing their pain points, providing solutions, and sharing insights that
align with their interests. Engaging content helps build trust and loyalty among your
followers.
4. Two-Way Communication: Encourage and facilitate two-way communication with your
followers. Actively listen to their feedback, respond to their comments and messages, and
engage in conversations. This shows that you value their opinions and fosters a sense of
community and connection.
5. Exclusive Offers and Rewards: Provide exclusive offers, discounts, or rewards to your
followers as a way of showing appreciation for their loyalty. This can include early access to
new products or services, special discounts, or loyalty programs. Exclusive offers make
followers feel special and encourage them to continue engaging with your brand.
6. User-Generated Content: Encourage your followers to create and share content related to
your brand. User-generated content can be in the form of testimonials, reviews, social media
posts, or creative submissions. This not only boosts follower engagement but also serves as
social proof and authenticates your brand in the eyes of potential followers.
7. Collaborations and Co-Creation: Involve your followers in the decision-making process and
seek their input on new products, services, or initiatives. Conduct surveys, polls, or focus

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groups to gather their opinions and ideas. This co-creation approach fosters a sense of
ownership and strengthens the relationship between your brand and your followers.
8. Customer Support and Assistance: Provide excellent customer support to your followers.
Respond promptly to their inquiries, address their concerns, and offer assistance when
needed. This level of support builds trust and loyalty among your followers and enhances
their overall experience with your brand.
9. Social Media Engagement: Leverage social media platforms to engage with your followers
effectively. Respond to comments and messages, initiate conversations, and actively
participate in relevant discussions. Engaging on social media humanizes your brand and
strengthens the connection with your followers.
10. Loyalty Programs and Referral Incentives: Implement loyalty programs that reward your
followers for their continued engagement and support. This can include point systems, tiered
rewards, or VIP access. Additionally, offer incentives for referrals, encouraging your
followers to share your brand with their networks.
MARKETING STRATEGIES FOR STARTUPS
Marketing strategies for startups involve building brand awareness, attracting customers, and
driving growth in a cost-effective manner. Here are some key strategies for marketing a startup:
1. Define Your Target Audience: Identify your target market and understand their demographics,
interests, and needs. This will help you tailor your marketing efforts to reach the right
audience with the right message.
2. Develop a Strong Brand Identity: Create a unique brand identity that reflects your values,
mission, and value proposition. This includes designing a compelling logo, selecting
appropriate colors and fonts, and crafting a consistent brand voice across all marketing
channels.
3. Build an Online Presence: Establish a professional website that clearly communicates your
product or service offering and provides relevant information to potential customers.
Leverage search engine optimization (SEO) techniques to improve your website's visibility in
search engine results. Additionally, create profiles on relevant social media platforms to
engage with your target audience and share valuable content.
4. Content Marketing: Create and share high-quality content that provides value to your target
audience. This can include blog posts, articles, videos, infographics, and podcasts. Content
marketing helps establish your expertise, attract organic traffic, and build trust with potential
customers.
5. Utilize Social Media: Leverage social media platforms to promote your startup and engage
with your target audience. Identify the platforms that are most relevant to your audience and
develop a content strategy that aligns with each platform's unique features. Engage with
followers, share updates, and participate in relevant conversations to increase brand visibility.

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6. Influencer Marketing: Collaborate with influencers in your industry or niche who have a
significant following and align with your brand values. Influencers can help amplify your
brand message, increase brand awareness, and attract new customers.
7. Leverage Email Marketing: Build an email list of potential customers and develop an email
marketing strategy to nurture those leads. Provide valuable content, exclusive offers, and
updates to keep subscribers engaged and interested in your startup.
8. Public Relations: Seek opportunities to generate media coverage for your startup. Develop
relationships with journalists and bloggers in your industry and pitch newsworthy stories or
press releases. Media coverage can help increase brand visibility and establish credibility.
9. Referral Programs: Implement referral programs that incentivize your existing customers to
refer your startup to their networks. Offer rewards or discounts for successful referrals, which
can help drive customer acquisition and expand your customer base.
10. Analyze and Optimize: Continuously monitor and analyze your marketing efforts to
understand what's working and what needs improvement. Utilize analytics tools to track
website traffic, engagement metrics, and conversion rates. Use this data to optimize your
marketing strategies and make informed decisions.

SOCIAL RESPONSIBILITY IN MARKETING:

Social responsibility is of great importance for businesses and society as a whole. Here are some
key reasons why social responsibility is important:
1. Enhancing Reputation and Brand Image: Socially responsible businesses are often viewed
more favorably by consumers, employees, and stakeholders. Demonstrating a commitment to
social and environmental issues can enhance a company's reputation, build trust, and create a
positive brand image. This can lead to increased customer loyalty, attract top talent, and foster
long-term relationships with stakeholders.
2. Meeting Customer Expectations: Consumers are increasingly conscious of the social and
environmental impact of the products and services they purchase. They expect businesses to
act responsibly and contribute positively to society. By integrating social responsibility into
their operations, businesses can meet these expectations, gain a competitive edge, and attract
socially conscious consumers.
3. Strengthening Employee Engagement: Social responsibility initiatives can significantly
impact employee engagement and satisfaction. Employees are more likely to be proud of and
committed to an organization that demonstrates a genuine concern for social and
environmental issues. Social responsibility initiatives can also foster a sense of purpose and
fulfillment among employees, leading to higher levels of productivity and retention.
4. Building Sustainable Communities: Socially responsible businesses contribute to the
development and well-being of communities. They support local economies, create job
opportunities, and invest in community development projects. By addressing social issues,

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such as education, healthcare, or environmental conservation, businesses can make a positive

impact and help build sustainable and resilient communities.
5. Mitigating Environmental Impact: Businesses have a responsibility to minimize their
environmental footprint and mitigate negative environmental impacts. By adopting
sustainable practices, conserving resources, reducing waste and emissions, and promoting
eco-friendly products and services, businesses can contribute to environmental protection and
help address pressing global challenges, such as climate change.
6. Long-term Business Sustainability:

NEUROMARKETING
Neuromarketing is the application of neuroscience principles and techniques to understand and
influence consumer behavior. It involves studying how the brain processes information and
makes decisions in the context of marketing and advertising. Here are some key reasons why
neuromarketing is important:
1. Understanding Consumer Behavior: Neuromarketing helps businesses gain a deeper
understanding of consumer behavior by uncovering the subconscious drivers that influence
decision-making. Traditional market research methods often rely on self-reported data, which
may not fully capture the complex cognitive processes and emotions that shape consumer
choices. Neuromarketing techniques, such as brain imaging and biometric measurements,
provide insights into the underlying neural processes and emotional responses that drive
consumer behavior.
2. Enhancing Marketing Effectiveness: By understanding how the brain responds to marketing
stimuli, businesses can optimize their marketing strategies and tactics. Neuromarketing
insights can guide the development of more compelling and persuasive advertising messages,
packaging designs, and product positioning. By aligning marketing efforts with consumers'
subconscious preferences and desires, businesses can increase the effectiveness of their
marketing campaigns and improve overall sales and customer engagement.
3. Optimizing Customer Experience: Neuromarketing helps businesses design and optimize
customer experiences by understanding the cognitive and emotional aspects that influence
consumer perceptions and satisfaction. By leveraging insights from neuromarketing research,
companies can create engaging and memorable experiences that resonate with consumers on
a subconscious level. This can lead to increased customer loyalty, positive word-of-mouth,
and improved brand reputation.
4. Product and Brand Development: Neuromarketing provides valuable insights for product and
brand development. By studying consumers' neural responses to different product features,
packaging designs, or brand elements, businesses can make informed decisions on product
design, pricing, and branding strategies. Understanding how the brain processes and
perceives sensory stimuli allows companies to create products and brands that evoke positive
emotional responses and stand out in the marketplace.

Department of MBA, JVIT

 MARKETING MANAGEMENT (22MBA15)

5. Effective Communication: Neuromarketing insights can help businesses communicate their

messages more effectively. By understanding how the brain processes and retains
information, companies can tailor their communication strategies to grab attention, enhance
message recall, and evoke desired emotional responses. This can lead to better advertising
campaigns, improved customer engagement, and increased brand recognition.
6. Differentiating in Competitive Markets: In competitive markets, businesses need to find ways
to stand out and differentiate their offerings. Neuromarketing provides a scientific approach
to understanding consumer preferences and motivations, allowing companies to develop
unique and compelling marketing strategies. By tapping into the subconscious desires and
needs of consumers, businesses can create distinctive brand experiences that set them apart
from competitors.
7. Mitigating Risk: Neuromarketing research can help businesses mitigate the risk associated
with marketing decisions. By testing and evaluating marketing concepts, advertisements, or
product designs using neuroscientific methods, companies can identify potential pitfalls or
unintended negative reactions before launching campaigns or products to the market. This
reduces the likelihood of costly marketing failures and improves overall decision-making.
8. Neuromarketing complements traditional market research methods and provides a deeper
understanding of consumer behavior. By leveraging insights from neuroscience, businesses
can develop more effective marketing strategies, optimize customer experiences, differentiate
in competitive markets, and ultimately drive business growth.
SENSORY MARKETING:
Sensory marketing is a marketing technique that focuses on engaging the consumer's senses to
create memorable and impactful experiences. It involves stimulating multiple senses such as
sight, sound, touch, smell, and taste to influence consumer perceptions and behaviors. Here are
some reasons why sensory marketing is important:
1. Enhanced Brand Recall: Engaging multiple senses through sensory marketing creates more
vivid and memorable experiences for consumers.
2. Emotional Connection: Sensory marketing has the power to evoke emotions in consumers.
3. Differentiation: In a crowded marketplace, sensory marketing can help businesses stand out
from competitors.
4. Improved Customer Experience: Sensory marketing has the potential to enhance the overall
customer experience.
5. Influencing Purchase Decisions: Sensory stimuli can influence consumer perceptions and
purchasing decisions. For example, the use of appealing visual displays, pleasing scents, or
inviting tactile experiences can positively influence consumers' perceptions of product
quality, desirability, and value.

Department of MBA, JVIT

 MARKETING MANAGEMENT (22MBA15)

6. Building Brand Personality: Sensory marketing allows businesses to express their brand
personality and create a distinct identity.
SOCIETAL MARKETING CONCEPT:
The societal marketing concept is a marketing philosophy that emphasizes the importance of
balancing the organization's profits with the well-being of society and the environment. It goes
beyond the traditional focus on customer needs and wants and takes into account broader societal
concerns. The societal marketing concept recognizes that businesses have a responsibility to act
in the best interests of society while still meeting their own objectives. Here are some reasons
why the societal marketing concept is important:
1. Meeting Social Needs 2.
Building Trust and Reputation:
3. Long-term Sustainability:
4. Customer Loyalty and Engagement:
5. Competitive Advantage:
6. Regulation and Legal Compliance:
7. Employee Engagement and Attraction:
PREMIUMIZATION:
Premiumization is a marketing strategy that involves positioning a product, service, or brand at a
higher price point to create a perception of higher quality, exclusivity, and value among
consumers. It focuses on enhancing the perceived value of the offering to justify the premium
price. Here are the importance and benefits of premiumization in marketing:
1. Increased Profit Margins:
2. Brand Differentiation: Premiumization helps businesses differentiate themselves from
competitors in the market.
3. Perceived Quality and Value: Premiumization creates the perception of higher quality and
value among consumers.
4. Pricing Flexibility: Premiumization provides businesses with greater pricing flexibility. By
positioning themselves as a premium brand, businesses can adjust their pricing strategy to
capture a larger share of the market's value
5. Customer Loyalty and Repeat Purchases: Premium brands tend to enjoy higher levels of
customer loyalty.

Department of MBA, JVIT

 MARKETING MANAGEMENT (22MBA15)

6. Targeting Affluent Segments: Premiumization allows businesses to target affluent or

highincome consumer segments.
7. Innovation and R&D Investment: Premiumization often requires businesses to invest in
research and development (R&D) and innovation to deliver superior features, performance,
or design.

IMPORTANT QUESTIONS:
1. Explain the steps in marketing planning? 7m/10m
2. What are the various components of market audit? 7m
3. What is service marketing & explain its characteristics? 7m
4. Define Sensory Marketing .3m
5. Write a note on:10m
a) Social Responsibility of marketing
b) Neuro Marketing,
c) Societal marketing concept,
d) Premiumization
6. Enumerate the marketing strategies for Leaders and followers.10m
7. Elaborate the marketing strategies for challengers and startups.10m
8. What is CRM.3m
9. Differentiate B2B and B2C.7m
10. Describe various components of marketing plan.10m
11. Explain Green Marketing .7m
12. What is Greenwashing? 3m
13. Explain the types of Marketing Audit.7m

Department of MBA, JVIT