Golden Valley Packaged Drinking Water

MARKETING MANAGEMENT Goods and services do not move automatically from the makers to the users. There is a definite mechanism that brings about exchange of goods and services against money or money’s worth for the mutual benefit -namely, satisfaction to the consumers and surplus to the producers and manufactures. Marketing is the process of discovering and translating consumer needs and wants into product and service specifications, creating demand for these products and services and then, in turn, expanding the demand. Marketing Management signifies an important functional area of business management responsible for the flow of goods and services from the producers to the consumers. According to Prof.Philip Kotler marketing management is the “analysis, planning, implementation and control of programmes designed to bring about desired exchanges with larger audiences for the purpose of personal or mutual gain. It relies heavily on the adaptation and coordination of product- price- promotion and place for achieving effective response.” In the case of NeST Foods and Beverage Corporation (Golden Valley), marketing is one of the important departments. The marketing office is located at Stone house in Aluva. The decisions taken by marketing manager. The marketing functions are necessary to take the goods from the place of production to the place of depose and from depose to the wholesalers.

MARKET SEGMENTATION A marketing segment is a meaningful buyer group having similar wants.Hence; segmentation is a consumer oriented marketing strategy. Market segmentation is the process of grouping buyers into different categories having common desires or needs. It is to identify the groups of buyers on the basis of difference in their desires or requirements.
Market segmentation process is two- fold namely: 1. Identifying the viable segments or pockets of consumers and