Category Archives: Marketing Management

BCG Matrix or Bostan Consultancy Group’s growth share matrix

 As per BCG matrix there are different types of product. So the marketer may decide as per the product. 1) Stars:- stars are the products having high market share and also high growth rate. These are the market leaders. Marketer … Continue reading

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Components of marketing plan

Most of the companies have their own marketing plan but they all follow a common set of components of marketing plan. These components of marketing plan are: 1.)    Executive summary: it is the brief summary of the marketing plan, objectives, … Continue reading

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Steps in marketing planning

Marketing plan is the written document which contains the necessary guidelines regarding the firm’s marketing programmes and policies along with their allocation over the planning period. Marketing plan involves mainly five steps.  STEP I Analysis of marketing situation:- it is … Continue reading

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Marketing planning and its aims

Marketing plan is the written document which contains the necessary guidelines regarding the firm’s marketing programmes and policies along with their allocation over the planning period. A written plan is a very important for the successful communication within the organization, … Continue reading

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Brand strategy decision

The marketer has to make different decisions to popular a brand. These decisions are called brand strategy decisions. It includes following decisions:  1.) Brand positioning:- the marketer can position their product in the mind of the consumer by 3 different … Continue reading

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Meaning of brand and Brand equity

The word brand originated from the Norwegian word “brandr” which means to burn. In the early days, the owner of animals put some identification mark on the body of the animals by hot iron to distinguish their possession. Similarly now … Continue reading

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Pricing methods or pricing strategies

There are different pricing methods or strategies which are used by the marketer to attract the customer. 1.)   Cost based pricing: this type of pricing strategies uses break even concept which means the point where the total cost = total … Continue reading

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Concept of Price bundling and its types

Price bundling means selling two or more separate products together for a single price. It is usually done in case of goods which are sold as package. Like televisions now a days sold with 3 D glasses. It is of … Continue reading

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Concept of Price discrimination and its types

Price discrimination is commonly called monopoly price discrimination. In such a situation monopoly firm charges different price from the customer for the same product and the buyer has no choice but to buy it because of having no close substitutes. … Continue reading

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Factors affecting pricing policy

Price determination is a very difficult task as it is affected by a number of factors. Therefore, before deciding the price the marketer has to keep in mind the factors affecting the price. Factors affecting pricing policy are divided into … Continue reading

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