Marketing Management
Units 3 & 4 — Short Notes with Indian Examples. Simple language, exam-ready.
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
— Philip Kotler — Marketing Management (Prentice Hall of India)Every product exists at 3 levels. Marketers must think about all three to truly satisfy customers:
The fundamental benefit being bought. Not the object — the need it satisfies.
Hotel room core = REST & safety, not the bed or TV.
The physical product — brand, design, quality, features, packaging.
Hotel room actual = AC, Wi-Fi, bed quality, TV, cleanliness.
Extra services beyond expectation. This is where brands differentiate.
Hotel augmented = free breakfast, airport pickup, loyalty points.
Core: Communication + productivity. Actual: iOS, Face ID, camera, processor, design. Augmented: AppleCare warranty, Genius Bar support, free iOS updates for 5+ years, trade-in programme. The augmented product is WHY customers pay Rs.1 lakh+ over similarly specced Android phones.
| Type | How Customers Buy | Indian Example |
|---|---|---|
| Convenience Goods | Frequent, low effort, low price — grab nearest one | Parle-G, Tata Salt, matchbox |
| Shopping Goods | Compare quality, price before buying | Samsung TV, Whirlpool washing machine |
| Specialty Goods | Special effort — strong brand preference, no substitutes | Rolex watch, Royal Enfield motorcycle |
| Unsought Goods | Customer doesn't know or normally consider buying | Life insurance, blood donation, fire extinguisher |
- Materials & Parts: Raw materials used in production. (Steel used by Tata Motors)
- Capital Items: Long-lasting goods aiding production. (Factory machines, computers)
- Supplies & Services: Short-lasting operational items. (Office stationery, maintenance)
Product Mix = all product lines and items a company offers. It has 4 dimensions:
How many different product categories does the company have?
HUL Width: Soaps, Shampoos, Detergents, Tea, Ice Cream, Oral Care = 8+ lines.
Sum of all individual products across all lines.
HUL Length: 300+ individual products in total.
How many versions of each product exist?
Dove Depth: Original, Moisturising, Go Fresh, Beauty Bar, Charcoal = 5 variants.
Are all products sold through same channels, to same customers?
HUL: All products are FMCG sold through same kirana/supermarket network = very consistent.
Maruti stretched their product line in BOTH directions. Downward: Already in budget (Alto at Rs. 3–4 lakh). Upward: Launched Baleno (Rs. 12L), Brezza (Rs. 13L), Fronx (Rs. 13L), Grand Vitara (Rs. 20L). Now Maruti covers Rs. 3 lakh to Rs. 20+ lakh — serving every income segment under one brand umbrella.
Every product goes through a natural life cycle. The marketing strategy must change at each stage:
📈 Introduction
Low sales, high cost, losses. Create awareness. Heavy promotion spending.
🚀 Growth
Sales rise fast, profits grow. Maximize market share. Expand distribution.
🏔️ Maturity
Peak sales, intense competition. Defend share. Modify product/mix.
📉 Decline
Sales fall. Reduce costs. Reposition, harvest, or exit the market.
Introduction (1983): Nestle launched Maggi. Free samples in schools. Losses in first 2 years.
Growth (1985–2000): "Mummy bhookh lagi hai — Bas 2 min!" campaign. Rapid rise. Competition from Top Ramen entered.
Maturity (2000–2014): Market saturated. New flavours (Atta Noodles, Masala, Chicken) launched to sustain sales.
Near Decline (2015): FSSAI banned Maggi citing lead. Sales dropped to ZERO.
Comeback: "Miss you too, Maggi!" relaunch with lab test proof. Regained 60%+ share in 8 months — one of India's greatest brand comebacks!
80–95% of new products fail. Following the NPD process reduces this risk. (Kotler, Keller, Koshy & Jha)
- Stage 1 — Idea Generation: Ideas from customers, employees, competitors, R&D. Goal: Generate as many ideas as possible.
- Stage 2 — Idea Screening: Eliminate ideas that are not feasible, not profitable. Use R-W-W: Real? Can we Win? Worth doing?
- Stage 3 — Concept Development & Testing: Develop detailed product concepts. Test with target consumers to check appeal.
- Stage 4 — Marketing Strategy: Design initial strategy — target market, positioning, price, projected sales.
- Stage 5 — Business Analysis: Is it financially viable? Review projected sales, costs, and profit.
- Stage 6 — Product Development: R&D builds a physical prototype. Test for safety, quality, performance.
- Stage 7 — Test Marketing: Launch in a small market to test real response before full launch.
- Stage 8 — Commercialisation: Full launch. Decide: When? Where? To whom? How?
Tata followed all 8 NPD stages for the Nano. Idea: Safe, affordable Rs. 1 lakh car for overloaded two-wheeler families. Brilliant engineering. But the marketing strategy failed — positioning as "cheapest car" made it seem low-status. Indian consumers aspire upward; nobody wants to be seen in "the poorest person's car." Great product + wrong NPD strategy = commercial failure. Key lesson: Stage 4 (Marketing Strategy) is as critical as the product itself.
A brand is a name, term, sign, symbol, design, or combination intended to identify goods or services of one seller and differentiate them from competitors.
— American Marketing Association (AMA)Brand Equity = extra value a brand name adds to a product. High brand equity = premium pricing power + customer loyalty + lower marketing costs.
Must be easy to pronounce (Amul, Dettol), suggest benefits (Ujjala = brightness), distinctive, and legally protectable.
Use existing brand name for new product category. Amul extended from butter → milk, cheese, ice cream, chocolates, protein drinks.
Multiple brands in same category. HUL runs Lux, Dove, Lifebuoy, Pears simultaneously — each for a different segment.
Two brands join for one product. SBI-IRCTC credit card combines banking and railway booking brand strengths.
The "TATA" brand adds 20–30% premium to any product it touches. Tata Salt, Tata Tea, Tata Motors, Taj Hotels, Tanishq Jewellery, Tata Consultancy Services — completely different industries, all benefiting from 150 years of "trust" equity built into the Tata name. When Tata enters any new category, they start with instant credibility that a new brand would take 20 years to build.
Packaging is called the "silent salesman" — it's the last advertisement before purchase. Good packaging serves 4 functions:
- 🛡️ Protection: Protects from damage, spoilage, contamination during storage and transport.
- 📢 Promotion: Maggi's red packaging is instantly recognisable across 1 million+ stores without any advertising needed at point of sale.
- 🎁 Convenience: Easy to open, reseal, pour, carry. Tetra Pak created brick packs for milk needing no refrigeration before opening.
- 🌿 Environment: Sustainable, recyclable packaging is increasingly demanded. Paper straws replacing plastic straws.
Haldiram's originally sold namkeen in simple Rs. 2–5 plastic bags at local shops. To enter modern retail (DMart, Big Bazaar) and export markets, they invested in premium airtight nitrogen-flushed packaging. Result: Haldiram's could charge 3–4× unbranded local snacks, enter international markets, and build a Rs. 10,000 crore snack empire. Packaging alone transformed a local street snack into an international brand.
Legal Note: FSSAI mandates all packaged Indian foods must display: ingredients, nutritional info per 100g, batch number, manufacturing & expiry date, manufacturer address, and allergen declarations.
Price is the amount of money charged for a product or service — the sum of values customers exchange for the benefits of having or using the product.
— Kotler & Armstrong — Principles of Marketing (Prentice Hall of India)💡 Key Fact: Price is the ONLY element of the 4 Ps that generates revenue. All others (Product, Place, Promotion) are COSTS. A 1% improvement in price creates more profit than 1% improvement in volume.
• Marketing objectives (profit vs share vs survival)
• Product costs (set the floor price)
• Marketing mix strategy (premium product needs premium price)
• Company pricing policy
• Market type (monopoly vs competition)
• Competitors' prices
• Economic conditions (recession = price-sensitive customers)
• Government regulations (MRP laws, NPPA drug pricing)
💰 Cost-Based Pricing
Total cost + markup = price. Simple but ignores what customer values.
Kirana shop: Buy at Rs. 4, sell at Rs. 5 (25% markup)
💎 Value-Based Pricing
Price = what customer PERCEIVES it's worth. Most profitable approach.
Starbucks: Rs. 40 cost coffee sold for Rs. 400 — selling the experience!
⚔️ Competition-Based Pricing
Price based on what competitors charge. Used in commodity markets.
Petrol: IOCL, BPCL, HPCL all charge the same price.
⬆️ Market Skimming
Launch HIGH, reduce later. Captures maximum revenue from each segment as price falls.
Apple iPhone: Rs. 1 lakh at launch → discounted 12 months later.
⬇️ Penetration Pricing
Launch LOW to capture large market share fast. Then increase prices.
Jio: Free for 3 months → 400 million subscribers!
🧠 Psychological Pricing
Rs. 999 feels much cheaper than Rs. 1,000. Charm pricing tricks the brain.
Prestige pricing: Rs. 50,000 perfume signals luxury.
⚡ Dynamic Pricing
Price changes in real time based on supply & demand.
Uber surge: Rain = high demand → price rises → more drivers come online.
📦 Bundle Pricing
Combine products and sell at lower combined price.
DTH operators bundle channels in packs. Zomato Gold: subscription + free deliveries.
🌍 Segmented Pricing
Different prices for different segments. Same product, different customers.
Movie tickets: Rs. 200 weekday vs Rs. 400 weekend. Student discounts on software.
September 2016: Jio launched with FREE calls and data for 3 months. After free period: Rs. 149/month for 1.5 GB/day — cheapest 4G in the world. Result: 100 million users in 170 days — fastest ever globally. Airtel, Vodafone, Idea were forced to slash prices by 70–80%. Jio's penetration pricing democratised internet access for 400 million Indians who couldn't afford earlier rates. This is the most powerful penetration pricing case study in Indian business history.
📚 Unit 3 — Quick Revision
- 3 Product Levels: Core, Actual, Augmented
- Consumer Products: Convenience, Shopping, Specialty, Unsought
- Product Mix: Width, Length, Depth, Consistency
- PLC: Introduction → Growth → Maturity → Decline
- NPD: 8 Stages — Idea to Commercialisation
- Brand Equity = extra value a brand name creates
- Packaging = "silent salesman"
- Price = only revenue-generating element of 4Ps
- 3 Pricing Approaches: Cost, Value, Competition-based
- Skimming (Apple) vs Penetration (Jio)
📝 Likely Exam Questions — Unit 3
- Define product. Explain the 3 levels of a product with Indian examples.
- Explain Product Mix and its 4 dimensions. Use HUL as an example.
- What is Product Life Cycle? Explain all stages with strategies. Describe Maggi's PLC journey.
- Explain the 8-stage New Product Development process. Why do most products fail?
- What is Brand Equity? Explain with the Tata brand example.
- What is the role of Packaging and Labelling in marketing? Give Indian examples.
- What are the factors affecting pricing decisions?
- Differentiate between Market Skimming and Penetration pricing with examples.
- Explain Value-Based Pricing. How does Starbucks use it in India?
- Write short notes on: (a) Psychological Pricing (b) Dynamic Pricing (c) Bundle Pricing
A marketing channel is a set of interdependent organisations that help make a product or service available for use or consumption by the consumer or business user.
— Kotler & Armstrong — Principles of Marketing (Prentice Hall of India)Why use intermediaries instead of selling directly? Because intermediaries create 4 utilities:
- Place Utility: Products available WHERE customers want to buy (kirana shop near home, online).
- Time Utility: Products available WHEN customers need them (24/7 delivery, Blinkit in 10 minutes).
- Possession Utility: Transfers ownership — the buying process itself.
- Form Utility: Breaking bulk — distributor buys 1,000 units, sells 1 unit to each customer.
3.6 million dairy farmers → 18,700 village cooperative societies → 18 district milk unions → Amul (GCMMF) → 10,000+ distributors → 1 million+ retail outlets. This three-tier cooperative model delivers fresh milk, butter, cheese daily from remote Gujarat villages to Delhi consumers. Amul's distribution network is its most powerful competitive advantage — competitors cannot replicate it in decades.
Producer
Consumer
No intermediaries. Full control + higher margins but limited reach. Examples: Amway, Patanjali own stores, Dell online, Apple.com
Producer
Distributor
Retailer
Consumer
Most common FMCG channel. Nestle → Distributor → Kirana shop → Consumer. Parle → Distributor → Pan Shop → Consumer.
| Channel | Structure | Best For | Indian Example |
|---|---|---|---|
| Zero-Level | Producer → Consumer | Direct/digital brands, high-value products | Amway, Dell, Apple.com |
| One-Level | Producer → Retailer → Consumer | Large retailers, perishables | HUL → DMart; Samsung → Croma |
| Two-Level | Producer → Wholesaler → Retailer → Consumer | FMCG, mass market | Nestle → Distributor → Kirana → Consumer |
| Three-Level | Producer → Agent → Wholesaler → Retailer → Consumer | Remote markets, agricultural products | UP/Bihar rural markets |
🏪 Intensive Distribution
Product in EVERY possible outlet. For convenience goods where customers won't search far.
Coca-Cola: "Within arm's reach of desire" — 2.5 million retail outlets in India including every roadside dhaba and railway station.
🎯 Selective Distribution
Only SOME chosen intermediaries. For shopping goods needing demonstration or service.
Samsung: Only authorised dealers + Croma, Reliance Digital. Trained staff, proper display, nearby service centres.
💎 Exclusive Distribution
Very few dealers — one per territory. For luxury/specialty brands maintaining prestige.
Rolex India: Only Kapoor Watch Company (Delhi), Johnson Watch (Mumbai), and 2–3 others nationally.
Physical distribution = planning and controlling the actual movement of goods from factory to customer. It is 15–20% of product cost and a key competitive differentiator.
Receiving, recording, and filling orders fast and accurately. Amazon India processes millions of orders daily through AI-driven systems.
Storing goods to bridge production and consumption gaps. Amazon: 60+ fulfilment centres across India storing millions of products.
Balance holding costs vs stockout risk. Just-in-Time (JIT) systems minimise inventory while maintaining availability.
Road (most common), Rail (bulk), Air (urgent), Water (international). Amazon Air uses own aircraft for inter-city rapid movement.
Amazon has invested thousands of crores in India's logistics: 60+ fulfilment centres, own delivery fleet, Amazon Flex (gig delivery partners), Amazon Air (own aircraft), same-day delivery in 100+ cities, next-day in 200+ cities. No Indian competitor matches this delivery speed and reliability. Amazon's logistics network is their most powerful competitive moat — it cannot be copied quickly regardless of money. Physical distribution = competitive advantage.
- Financial Strength: Credit record, payment history, financial stability
- Sales Strength: Number of salespeople, geographic reach, customer relationships
- Product Knowledge: Technical ability to explain and demonstrate products
- Market Coverage: Geographic area and customer segments served
- Storage Facilities: Adequate warehousing, cold storage if required
- Attractive Margins: Higher trade margins than competitors — the most basic motivator
- Dealer Support: Training, POP materials, co-op advertising, merchandising help
- Sales Contests: Annual dealer meets, travel rewards, bonus schemes
- Exclusive Territories: Protecting dealers from competition within their zone
HUL created 1 lakh+ rural women entrepreneurs (Shakti Ammas) as direct-to-home distributors in villages too small for regular distribution. HUL provides: products on credit, training, merchandising support. Shakti Ammas earn Rs. 1,000–5,000/month selling HUL products. HUL reaches 18 lakh villages that conventional channels cannot serve profitably. Innovation in channel management extended HUL's reach to the bottom of India's rural pyramid.
The promotion mix is the specific blend of advertising, personal selling, sales promotion, public relations, and direct marketing tools that a company uses to communicate customer value and build relationships.
— Kotler & Armstrong — Principles of Marketing (Prentice Hall of India)IMC (Integrated Marketing Communications): All promotional tools must work TOGETHER delivering ONE consistent message. Cadbury's Diwali campaign uses TV + in-store displays + Instagram + influencers + PR — all saying the same thing: "Kuch Meetha Ho Jaaye."
📺 Advertising
Paid, non-personal, identified sponsor. Mass reach. TV, digital, print, radio, outdoor.
🤝 Personal Selling
Face-to-face interaction. Most expensive but most effective for complex products.
🎁 Sales Promotion
Short-term incentives for immediate purchase. Discounts, samples, contests, loyalty programmes.
📰 Public Relations
Building positive image through earned media. More credible than advertising — appears from independent source.
📧 Direct Marketing
Direct one-to-one communication — email, WhatsApp, SMS, telemarketing. Personalised and measurable.
Advertising = paid, non-personal communication from an identified sponsor using mass media. Objectives change with PLC stage:
Create awareness, explain features. Used in Introduction stage.
Jio's launch ads explaining free data offer.
Build brand preference, encourage switching. Used in Growth & Maturity.
Dove "Real Beauty" campaign.
Maintain top-of-mind awareness. Used in Maturity stage.
Coca-Cola ads in summer — you already know Coke, just reminding you to drink it.
Reassure current customers they made the right choice. Reduces post-purchase anxiety.
Tata Motors ads showing reliability to existing owners.
| Media | Best For | Indian Example |
|---|---|---|
| Television | Mass market, emotional impact, audio-visual | HUL, Coca-Cola, Cadbury — FMCG brands |
| Digital/Social | Targeted, youth, measurable, cost-effective | Zomato Instagram, boAt YouTube |
| Detailed info, credibility, financial/government | LIC, HDFC Bank, government schemes | |
| Radio | Local reach, rural areas, cost-effective | Big Bazaar local offers, regional brands |
| Outdoor (OOH) | Geographic reach, brand reminder, 24/7 visibility | Amul hoardings, Airtel billboards |
The Amul Girl (created 1966, still running!) comments on current news events with witty topical puns — published within 24–48 hours of any major event. Key to success: Topical (always current), Witty (never offensive), Consistent (same character 58 years), Multi-medium (newspaper → hoardings → Instagram reels). Amul spends very little on traditional advertising because the Amul Girl generates enormous earned media — newspapers and social media share it for free. Most cost-efficient advertising campaign in Indian history.
Personal selling = face-to-face interaction between salesperson and buyer. Most expensive but most effective for complex, expensive, or technical products.
- Step 1 — Prospecting: Find potential customers. Qualify them — do they have NEED + MONEY + AUTHORITY to buy?
- Step 2 — Pre-Approach: Research the prospect before meeting. Know their business, challenges, decision process.
- Step 3 — Approach: First meeting. Make a great first impression. Build rapport quickly.
- Step 4 — Presentation (FAB): Features → Advantages → Benefits. What it HAS → What it DOES → What it MEANS FOR YOU.
- Step 5 — Handle Objections: Listen carefully, acknowledge concern, clarify, provide evidence. Never argue!
- Step 6 — Closing: Ask for the order. Trial close: "If we can deliver by Friday, would you place the order today?"
- Step 7 — Follow-Up: After the sale — ensure satisfaction, resolve issues, build long-term relationship for repeat orders.
India has 6 lakh+ Medical Representatives (MRs) from Sun Pharma, Cipla, Abbott visiting doctors daily. Process: Prospect (which doctors treat relevant diseases?) → Pre-approach (what conditions does this doctor specialise in?) → Approach (build relationship over months) → Presentation (show clinical studies on efficacy & safety) → Handle objections (doctor's concerns about side effects) → Close (request prescription endorsement) → Follow-up (monitor prescription rates, provide samples). This massive personal selling effort is why branded generic medicines command 3–5× price premium over unbranded generics with identical formulas.
Sales promotion consists of short-term incentives to encourage the purchase of a product. While advertising gives reasons to buy, sales promotion gives reasons to buy NOW.
— Kotler & Armstrong — Principles of Marketing (Prentice Hall of India)| Tool | How It Works | Indian Example |
|---|---|---|
| Free Samples | Try the product for free — most effective but costly | Maggi sachets at railway stations; Clinic Plus shampoo sachets |
| Coupons/Discounts | Price reduction certificate on purchase | Blinkit/Swiggy promo codes; Zomato first order discount |
| Price Packs | Reduced price or extra quantity on pack | Parle-G "Buy 2 Get 1 Free"; Surf Excel 20% extra pack |
| Premiums (Gifts) | Free gift with purchase | Horlicks mug inside jar; Maggi free recipe booklet |
| Contests | Win prizes through entries or skill | Lay's "Do us a Flavour" contest; KBC-style brand contests |
| Loyalty Programmes | Points accumulate and redeem for rewards | Starbucks Rewards; Tanishq Golden Harvest; IndiGo BluChip |
- Trade Discounts: Price reductions to retailers/distributors who stock and promote heavily.
- Free Goods: "Buy 10 cases, get 1 free" — encourages bulk stocking by retailers.
- Sales Contests: Dealer/salesperson contests for prizes — encourages above-normal sales effort.
- POP Materials: Shelving units, display stands, banners provided to retailers for better product visibility.
Flipkart BBD uses ALL sales promotion tools simultaneously: Massive discounts (50–80% off), Flash sales (extreme price for 1–2 hours = urgency), No-cost EMI (removes price barrier), Exchange offers (old for new at discount), Early access for Flipkart Plus members (loyalty reward), Daily contests for additional discounts. In BBD 2023: Rs. 10,000+ crore GMV in a single day. Sales promotion creates urgency — "offer ends tonight!" — and removes barriers to purchase.
PR = building good relations with various publics through earned media (free coverage) rather than paid advertising. More credible because it appears from an independent source.
| Basis | Publicity (PR) | Advertising |
|---|---|---|
| Cost | Free — media coverage earned | Paid for by company |
| Control | No control — media decides what to say | Full control over message |
| Credibility | High — appears from independent source | Lower — audience knows it's paid |
| Negative Risk | Can be negative — crisis coverage hurts brand | Always positive — company controls message |
When FSSAI banned Maggi in June 2015, Nestle's PR strategy was masterful: Transparency: CEO gave press conferences immediately. Evidence: Published all lab test results publicly. Action: Voluntarily recalled and destroyed Rs. 320 crore of products — building trust through deeds, not words. Social media: Addressed consumer concerns directly on Facebook and Twitter. Relaunch PR: "Miss You Too Maggi!" generated enormous organic media coverage. Result: Regained 50%+ market share within 6 months of relaunch — one of the greatest brand recovery stories in Indian marketing history.
Direct marketing = connecting directly with individual consumers for an immediate response. Personalised, measurable, and increasingly digital in India.
Amazon: "You viewed this laptop — here are similar ones." Personalised emails based on browsing history convert at 3–5× generic emails.
500 million+ Indians on WhatsApp. 95%+ open rate vs 20–30% for email. HDFC Bank, Zomato, local pharmacies all use WhatsApp Business for direct communication.
Push notifications from apps. Swiggy "It's lunch time!" at 12:30 PM. Blinkit "Your favourite items are on discount." Time-triggered, location-aware.
Physical mailers, catalogues, personalised letters. HDFC sends personalised home loan pre-approval letters based on customer banking data.
⬇️ PUSH Strategy
Company pushes product through the trade channel using sales force and trade promotions. Trade promotes to consumers.
📌 HUL FMCGHUL's sales force visits 12 million kirana shops monthly, offering attractive margins and display incentives to PUSH products into the channel. Retailers then promote to consumers.
⬆️ PULL Strategy
Company advertises directly to consumers, creating demand that PULLS product through the channel from consumer end.
📌 Apple IndiaApple advertises to consumers directly. Consumers walk into Croma asking for "iPhone 15 Pro Max" — retailers MUST stock it. Apple doesn't need to push; consumer demand pulls it through automatically.
Most companies use BOTH: HUL pushes through trade AND advertises to consumers (Surf Excel, Dove ads). The ratio of push vs pull depends on: product type, brand strength, distribution structure, and budget.
📚 Unit 4 — Quick Revision
- Distribution channels create: Place, Time, Possession & Form utility
- Channel levels: Direct (0) → Retailer (1) → Wholesaler (2) → Agent (3)
- Intensive (Coca-Cola), Selective (Samsung), Exclusive (Rolex)
- Physical Distribution: Order processing, Warehousing, Inventory, Transport
- Channel management: Select → Motivate → Evaluate intermediaries
- Promotion Mix: Advertising, Personal Selling, Sales Promotion, PR, Direct
- IMC = all promotion tools deliver ONE consistent message
- Advertising: Informative, Persuasive, Reminder, Reinforcement
- Personal Selling: 7-step process — Prospect to Follow-up
- Sales Promo: Short-term incentives to buy NOW (Flipkart BBD)
- PR: Free but uncontrolled. Maggi crisis PR = textbook case
- Push (HUL trade promotions) vs Pull (Apple consumer advertising)
📝 Likely Exam Questions — Unit 4
- What is a distribution channel? Why do companies use intermediaries? Explain with Indian examples.
- Explain major distribution channel levels for consumer products with a diagram.
- Differentiate: Intensive, Selective, and Exclusive distribution strategies with examples.
- What is Physical Distribution? Explain its key functions. How is Amazon India's distribution a competitive advantage?
- How should companies select, motivate, and evaluate channel members? Explain HUL Shakti programme.
- What is the Promotion Mix? Explain IMC with the Cadbury Diwali campaign example.
- What is advertising? Explain its objectives and major types of advertising media in India.
- Explain the 7-step Personal Selling Process with the Pharma MR example.
- What is Sales Promotion? Explain consumer and trade promotion tools with Indian examples.
- What is PR? How is it different from advertising? Explain Nestle's Maggi crisis PR strategy.
- Differentiate between Push and Pull promotion strategies with examples from Indian companies.
- Write a note on Direct Marketing in India with special reference to WhatsApp Business marketing.