CHAPTER 1

INTRODUCTION

1.1 GENERAL INTRODUCTION

Marketing is the process of identifying target audience, their need profile, producing
the product accordingly and making all arrangements for the availability of product to
consumers in exchange of value.

For many companies, making the product doesn’t cost as much as bringing it to the
market! Marketing in many cases now average 50 % of the total company costs. Producers
would like to eliminate the middlemen, whom they see as charging too much. But while you
can eliminate the middlemen, you can’t eliminate the function he performs. You and /or the
customer would have to perform the same functions and probably would not them as well.

Peter Drucker said: “the greatest change will be in distribution channels, not in new
method of production or consumptions.” Choosing the right channels, convincing them to
carry your merchandise, and getting them to work, as partner is a major challenge.

While doing my project I had collected the data from the Nepa Ltd. for total monthly
consumtion of newsprint in indore city and circulation of newsprint in India (which is one part of
my sample size). The rest of the sample i.e. 100 was collected afterwards. The data collection
work is completed till date. And analysis work is in progress. As distribution strategies are
based on secondary data I had collected the data from my company as well as from other
financial dailies. “Good marketing is no accident, but a result of careful planning and execution.
Marketing practices are continually being refined and reformed in virtually all industries to
increase the chances of success. Marketing excellence is rare and difficult to achieve. Marketing
is both “art” and “science” –there is constant tension between the formulated side of marketing
and the creative side.”

The world economy has undergone a radial transformation in the last two decades Geographical
and cultural distance have shrunk significantly with the improvements in the production,
transportation and communication. These advances have permitted companies to widen
substantially both these markets and their supplier sources. And thus the role of marketing
becomes wide.
Marketing is the specialization subject of MBA curriculum. When a flood of consumer products
are coming into the market, every company needs people specialized in marketing to promote
their product.

“Marketing deals with identifying and meeting human and social needs. One of the shortest
definitions of marketing is “meetings needs profitably.”

The 21st century is the era of Advertising, Marketing and Sales Production; Marketing is to
convert social needs into profitable opportunities. As it is said “Marketing thinking starts with
the human needs and wants”. Apart from basic necessities of air, water, shelter and clothing,
every person has strong desire for recreation and entertainment. They have strong preference for
particular brand of basic and services. Marketing serves as the link between the society’s needs
and its pattern of Industrial response.

1.2 INTRODUCTION TO THE PROJECT

1.3 MARKETING

1.4 MARKETING MEDIA

The media ,or communication channel ,can be impersonal(e.g., a mass media)or interpersonal
(a formal conversation between a salesperson and a customer, a informal conversation
between two or more people that takes place face-to- face , by telephone, by mail, or online.)

Mass media are generally classified as print(newspaper, magazines, bill

boards),broadcast(radio, television), or electronic(primarily the internet).New modes of
interactive communication that permit the receivers of communication messages to provide
direct feedback are beginning to blur the distinction between interpersonal and impersonal
communications. For example, most companies encourage consumers to visit their Web sites
to find out more about the product or service being advertised or to order online, but not all
visitors receive the same message. The information visitors see on the site and the ordering
links to which they are routed depend on their selections(in the form clicking patterns) during
that visit or even passed visit to the site. Direct marketers-often called database marketers-
also see individual responses from advertisements they place in all the mass a media:
broadcast, print, and online as well as from direct mail. Home shopping networks are
expanding dramatically as consumers demonstrates their enthusiasm for TV and online
shopping. Direct marketers use data regarding recent buying behaviour of their customers to
generate purchases from subsequent customers.

Designing persuasive communications

Communications strategy
Target audience

1.4.1 Media strategy

Media strategy is essential component of a communications plan. It calls for the

placement of ads in the specific media read, viewed, or heard by each targeted audience. To
accomplish this, advertisers develop, through research, a consumer profile of their of their
target customers that includes the specific media they read or watch. Media organizations
regularly research their own audiences in order to develop descriptive audience profiles. A
cost-effective media choice is one that closely matches the advertiser’s consumer profile to a
medium’s audience profile.

Before selecting specific media vehicles advertisers must select general media categories that
will enhance the message they want to convey. Which media categories the marketer selects
depends on the product or service to be advertised, the market segment to be reached, and the
marketer’s advertising objectives. Rather than select one media category to the exclusion of
others, many advertisers use a multimedia campaign strategy, with one primary media
category carrying the major burden of the campaign and other categories providing
supplemental support.

The web is the newest advertising medium, and using it to communication effectively with
customers still represents a challenge to marketers . a recent study identified three groups of
factors that marketers should consider when building a Web site: (1) providing information
search tools such as easy site navigation, complete product information, and ability to
customize the contain;

(2) incorporating designs that enhance the enjoyment of the site’s users (such as attractive
visuals and colors ); and (3) providing tools that support the transaction such as security,
ease of entering the information, stating the rules of the transaction clearly. Providing the
company information, and quick response time table 9.1 compares the potential persuasive
impact of major advertising media along the dimensions of targeting precision (i.e. the ability
to reach exclusively the intended audience), constructing a persuasive message, degree of
psychological noise, feedback, and relative cost.

1.4.2 Message strategies

The message is the thought, idea, attitude, image, or other information that the
sender wishes to convey to the intended audience. In trying to encode the message in a from
that will enable the audience to understand its precise meaning, the sender must know exactly
what he or she trying to say and why (what the objectives are and what the message is
intended to accomplish). The sender must also know the target audience’s personal
characteristics in terms of education, interests , needs, and experience. The sender must then
design a message strategy through words and/or picture that will be perceived and accurately
interpreted (decoded) by the targeted audience. One study developed a list of message
elements designed to appeal to three personality types, defined as the righteous buyer (who
looks to recommendations from independent sources such as consumer reorts),the social
buyer(who realise on the recommendations of friends, on celebrity endorsements, and
testimonials), and the pragmatic buyer (who looks for the best value for the money, though
not necessarily the least expensive).

1.4.3 THE MAJOR ADVERTISING MEDIA

A media market, broadcast market, media region, designated

market area (DMA), Newspaper Market Area (NCC term) or simply market
is a region where the population can receive the same (or similar) television
and radio station offerings, and may also include other types of media
including Magazines and Internet content. They can coincide or overlap
with 1 or more metropolitan areas, though rural regions with few significant
population centers can also be designated as markets. Conversely, very
large metropolitan areas can sometimes be subdivided into multiple
segments. Market regions may overlap, meaning that people residing on the
edge of one media market may be able to receive content from other nearby
markets. They are widely used in audience measurements, which are
compiled in the United States by Nielsen Media Research (television) and
Arbitron (radio).
Markets are identified by the largest city, which is usually located in the
center. However, geography and the fact that some metropolitan areas have
large cities separated by some distance can make markets have unusual
shapes and result in two, three, or more names being used to identify a
single region.
In India, Newsprint paper markets are generally a big market like as
television counterparts, as broadcast power restrictions are stricter for radio
than TV, and TV reaches further via cable. AM band and FM band radio
ratings are sometimes separated, as are broadcast and cable television.
Market researchers also subdivide ratings demographically between
different age groups, genders, and ethnic backgrounds; as well as psycho
graphically between income levels and other non-physical factors. This
information is used by advertisers to determine how to reach a specific
 audience. In countries such as the United Kingdom, a government body
defines the media markets; in countries such as the United States, media
regions are defined by a privately held institution, without government
status.
a) NEWSPAPER

b) MAGAZINES

c) TELEVISIO

d) RADIO

e) INTERNET

f) DIRECT MAIL

g) DIRECT MARKETING

1.5 MARKETING WITH MOBILE