Micro and Macro Environment of Cadbury Dairy Milk
3/19/2013
Opening Case
• It was the early 1930s when a physician –turned textile trade in rural Karnataka found his business getting interrupted for want of regular supplies of cloth from the weavers. When he enquired with weavers about the reason for their irregularity, he was told that there was no working capital available to them. There were no banks in the area. The one located in the town was not interested in lending to small operators particularly in the rural area. Local money lenders used to change very high rates of interest; borrowing at those rates had ruined same in the past. The weavers therefore have developed a habit of working intermittently as and when their own money from sales come in.
Introduction Marketing
Module-1
Opening Case
• The trader therefore had to find a way to ensure uninterrupted supply of goods in his shop, without which his own business was not viable. He thought of bringing the good from Mumbai, but found that the process be very expensive and time consuming, a the area did not have any direct road /rail links with Mumbai. Besides, transporters were not all reliable.
Introduction Marketing occupies an important position in the organization of business unit. Any business is likely to be successful when a strong marketing viewpoint or philosophy permeates the thinking and guides the decision and actions of everyone in the business. A business exists only to serve people, and marketing is the function that primarily determines -
1
3/19/2013
Introduction What the product or services shall be How it shall be presented, promoted and distributed How it shall be priced.
What is Marketing?
Classical Definitions ( Product Oriented View) “ The performance of business activities that directs the flow of goods and services from producer to consumer or user” “ Marketing consists of those efforts which affect transfers in the ownership of goods and services and provide for their physical distribution”
What is Marketing?
Modern
Opening Case
• It was the early 1930s when a physician –turned textile trade in rural Karnataka found his business getting interrupted for want of regular supplies of cloth from the weavers. When he enquired with weavers about the reason for their irregularity, he was told that there was no working capital available to them. There were no banks in the area. The one located in the town was not interested in lending to small operators particularly in the rural area. Local money lenders used to change very high rates of interest; borrowing at those rates had ruined same in the past. The weavers therefore have developed a habit of working intermittently as and when their own money from sales come in.
Introduction Marketing
Module-1
Opening Case
• The trader therefore had to find a way to ensure uninterrupted supply of goods in his shop, without which his own business was not viable. He thought of bringing the good from Mumbai, but found that the process be very expensive and time consuming, a the area did not have any direct road /rail links with Mumbai. Besides, transporters were not all reliable.
Introduction Marketing occupies an important position in the organization of business unit. Any business is likely to be successful when a strong marketing viewpoint or philosophy permeates the thinking and guides the decision and actions of everyone in the business. A business exists only to serve people, and marketing is the function that primarily determines -
1
3/19/2013
Introduction What the product or services shall be How it shall be presented, promoted and distributed How it shall be priced.
What is Marketing?
Classical Definitions ( Product Oriented View) “ The performance of business activities that directs the flow of goods and services from producer to consumer or user” “ Marketing consists of those efforts which affect transfers in the ownership of goods and services and provide for their physical distribution”
What is Marketing?
Modern