MARKETING -American Marketing Association defined marketing as: "Marketing is the Competitor Analysis-After a firm has gained a considerate

ined a considerate of the markets and industry in

activity, set of institutions, and processes for creating, communicating, delivering, and which it plans to compete, the next step is to complete a competitor analysis. A competitive
exchanging offerings that have value for customers, clients, partners, and society at analysis grid is an instrument for organizing the information a firm collects about its primary
large”.SCOPE OF MARKETING -most important scope of marketing is as follows: Goods: competitors.*/Current Competitors can be summarized as: •Listing by market share
Physical goods contain a large share of a country's production and marketing effort. In order ranking•Current Competitors - full analysis of top competitors including: •Products and
to increase sale companies, advertise their food products, cars, television, machines, Services (e.g., description, uniqueness, pricing, etc.) •Market share.•Current segments and
etc.Services: As competition and advance in economies, more activities are focused on the target customers •Positioning and promotion
production of better and quality services. Services consist of the work related to hotels, strategies.•Partnerships/Distributors/Alliances. •Potential Competitors.•Recent
airlines, softwares, etc. Many markets offer both services and goods together.Events:
news.•Explanation on who they are or may be and why they are seen as potential to
Marketers promote different events such as company anniversaries, award shows, local
competitors. SWOT Analysis - Strengths, Weaknesses, Opportunities and Threats.Industry
festivals, trade shows, social activities, health camps, etc. Apart from these various sport
and competitive analysis (ICA) is a key division of any strategy development in any industry or
events like cricket, football, Olympics are promoted to both fans and companies.Persons:
organizations. The main objective of ICA is to understand factors that impact on the industry's
Companies tie up with popular personality like sportspersons, TV artists and film stars for
performance, and as well the performance of firms within the industry. For example,
branding their services and products.Properties: Properties can be financial or real, Financial
profitability or markets share.
property belongs to stocks and bonds while real property is the rights of real estates.
Marketing enhance the sale of properties.Organizations: In the time of social media, each
person aware about the company name. Organizations actively work to make image and
INDUSTRY ANALYSIS-An industry is a group of firms producing a similar or product service
goodwill in the minds of their consumer and this goodwill spread trust among the people. The
such as fitness drinks, electronic games or music. It is business research that focuses on the
smooth introduction of new products depends upon the image of the company.Information:
potential of an industry. Once it is determined that a new endeavour is possible in regard to
Distribution of information is a most important part of the industry. In present scenario,
the industry and market in which it will compete.
revolutions in media and increased literacy states have spread the scope of information
marketing.Idea: A basic idea is there behind every market. Social marketers broadly promote
ideas. Some vehicle companies promoted to drive safely with awareness to put on seat belts.

MAJOR PROMOTIONAL TECHNIQUE INCLUDES

1.Advertising: Advertising can be categorized into two types based on financing:
•Free advertising: This involves disseminating company information through mass media
channels without sponsorship, such as press conferences and press releases.
MARKETING ENVIRONMENT – divided into 3 parts--Internal Environment: It includes all the •Paid/Sponsored advertising: This type is funded by the company to promote its products and
factors that are inside the organization and affects the overall business operations. These services through non-personal mass media communication, disclosing the sponsor's name in
factors are labour, inventory, company policy. budget, logistics, capital assets, etc, and affect the message.2.Public Relations:Definition: Strategic efforts to build favorable images and
the decision of marketing and its association with the customers. Micro environment: It foster trust. Objective: Building relationships with stakeholders using diverse communication
includes all factors related with the operations of the business and influences its functioning. channels.3.Sales promotion: Various ways are used to draw attention of the customer for an
The microenvironment factors are :-•Customers: Basis of every business is customer's needs instant reaction regarding the buying of a goods or service.The main sale promotion
and wants. Thus, each marketing strategy focuses on understanding the need of the customers
techniques may be included in different ways •An immediate advantage ie, a price concession,
and offering the best product that fulfils their requirements.•Employees: Employees are the
more quantity at the same price, a free service, and a contest. •Period limited offering
main component behind the success of business. The quality of employees depends on the
(exceptional): It is intended for limited period oftime. •Call for immediate action: The offer is
training and motivation provide to them.•Suppliers: Suppliers provide material to make a
finished good and are very Important for the organization.•Retailers and Distributors: These limited and it is highlighted. •Cause regrets:When the product is not purchased. Other
are important partners play a vital role in determining the success of marketing methods include 4.Point-of-Sale Promotions: Utilizes product display techniques with audio-
operations.•Competitors: A close watch is required on competitors for planning of marketing video features to attract visitors.Includes materials like light boxes, banners, posters, product
strategy.•Shareholders: These are the owners of the company, and every firm has an aim of display shelves, and promotional gift items. 5. Direct Marketing: Contacts each customer
maximising wealth of its shareholders.•General public: Marketing activities should also work personally using catalogs (post or email) and individual letters.6. Personal Sales:Direct
for welfare of the society.Macro Environment: It includes all those factors that are related to communication between seller and consumer, often in-person at their home or public
outside the organization and cannot be controlled. These factors majorly include places.7. Promotional Gifts:Small items with company identity or product name presented to
Social,Economic, Technological Forces, Political and Legal Influences. These are also known as customers for further use or publicity.8.Internet Promotion:Utilizes websites to build the
Pestle Framework.The detailed description of Macro factors is :•Political and Legal Factors: virtual company image and promote products and services, including press releases and
With the change in political parties, several changes are seen in the market in terms of taxes, various advertising means like banners and pop-ups
trade, duties and market regulations, etc. So, the organization has to fulfil with all these
modifications.•Social Factors: Since business operates in a society and has some responsibility
towards it must follow the marketing practices that do not harm the sentiments of
people.•Economic Factors: Every business operates in the economy and is affected by the
different up and down phases. In the case of slump, the marketing practices should be
different as what are followed during the rise period.•Technological Factors: As technology is
advancing day by day, the organizationsshould be updated for better approach of the
customers.