Introduction to Marketing and Market Research by Parveen Ahluwalia on 12.08.2013

The focus is and will be in ensuring Parveen Ahluwalia will give an astounding 11 when we're done with our term at IIMC. We will be that batch, yes? Yes! 

The focus is on Brand Communication and the 5 pegs on which it stands on, Brand, Consumer, Company, Competition and Research. Research becomes invariable and an important part of Business Strategy.

Under Business Strategy 
                                      --> you've Marketing Strategy and under which
                                                                                                              --> you've Advertising. 


"In all likelihood there will be 28 sessions until the end of your semester and you can be assured of presenting 9-10 presentations at least, which roughly means that every two class you'll have to make a presentation on Brand Plan or Strategy"

"It is a dark reality out there right now, with slow and floundering businesses the first budget cut is always with marketing. Period."

We must know how to segment the market. It is an important aspect of marketing like few others.

Structure of an Advertising Agency is you've 3 distinct arms :

• Client Servicing - The important bridge between the agency and the client.

• Creatives - That which creates deliverables.

• Media Planning - That which finds an apt platform for it's clients. 

"As students of advertising, you should take it upon yourself and learn to be aware of your surroundings, always" 

"In advertising you're only as good as your last campaign, when you join an ad agency as a trainee copywriter or a creative (for 8 - 10K) and when you produce something substantial you can expect two things to happen to you, you'll be given a substantial hike (20 - 25 K) or you'll be offered the same by another (rival) agency and you'll have to do justice that hike, every time. Ingenuity is always appreciated"

MARKETING RESEARCH 

- Business Objectives

- Brand Positioning 

- Target Consumer Segmentation 

- Sales and Distribution 

- Market and Overview 

- Market Segmentation 

- Competitive Marketing

- Strength Weaknesses Opportunities and Threats or SWOT Analysis

- Consumer Understanding

- Product Understanding
and
- Promotional Mix
                         --> Advertising

                         --> Others :
                                          Customer Relationship Management
                                          Public Relations
                                          Direct Marketing
                                          Events