Adoption of the marketing concept

Adoption of the marketing concept

TERM PAPER OF MARKETING MANAGEMENT

TOPIC –

Identify any five businesses in your area that has not adopted marketing concept. What characteristic of the indicate non acceptance of the marketing concept.

Submitted by Submitted to

Sudhakar dubey Mr. krishan gopal

Reg. No- 10903348 Lecturer- M.M

LOVELYINSTITUTE OF MANAGEMENT

Acknowledgement

I would like to take this opportunity to express my gratitude towards all those people. Who have helped me in this successful completion of this term paper directly, indirectly.I would also like to express my sincere gratitude towards Mr. krishan gopal for him guidance and help .which he willingly provided at every step of my term paper

Yourfaithful

sudhakar dubey

M.B.A 1st sem.

TABLE OF CONTENTS

1-Small business adoption of the marketing concept vs. other business strategies (Like as candals, fishery market)

2- Social marketing

3- Marketing of Library and Information Services

4-Bagga Electrical and Engg. Works

5- Small restaurant Business

Mission

The small business of the restaurant is that of a multi-faceted success. Our first responsibility is to the financial prospers of the restaurant. We shall meet this goal as under follows.

1. The effect of our products on the health and well being of our customers (and our staff) .
2. Our business practices and choices will have empact on the environment.
3. The high quality of fairness, understanding, and between management, staff, customers, and vendors. Awareness of all those factors and the norms actions that will give result of and our efforts a sense of purpose and meaning would beyond our basic financial achievement.

Products & Related Services

Abonda Restaurant that I have taken as a example and that will be offering special type of food a menu of food and beverages related to a certain image. There will be three different type of manner to purchase these products; Table service provided to customer at restaurant, out of the restaurant, and delivery will be provided at home or office.

The menu:

The Abonda menu (see appendices)whatever provide that size should moderate-low priced offer a collection of ethnic and items with a common theme — healthy (low- cholesterol, natural ingredients), likeable and familiar. Our goal is to generate the image of quite satisfying of the customer and still nutritious food.

There has been an increased a lot of the customer and nutritional and health concern and a growing market of people who now eat this style of food regularly.

Production

Assembly of the food production will take place in the kitchen of the restaurant. Fresh vegetables, will be used to crate most of the dishes prepare with meat and dairy from scratch. The chef will do strict standards of sanitation, quality of production, and presentation or packaging over the kitchen and service staff and customer.

Service

Customer can purchase food by three ways. They may sit down at one of seats in the availale dining room and get full service by a waitperson. A separate take-out counter will provide service for those whose desire to pick up their food. Most take-out food will be prepared to order with orders coming from either the telephone or fax.

Take care opportunity:

Now market segment that now wants to eat such type of food at home because they have not the time to cook. caterers are already prepare order and companies that provide mail individuals and families food of the whole month.This opportunity depends on researched and developed on a trial basis. If successful, it might become a main new income of source without creating the need for additional staff or production space.

The Target Market

The market for Abonda’s products covers a large area cover densely fame groups. Although it will be situated in a downtown urban setting, it is areas where people like go to eat out and one is that also many times by tourists. It is also an area that we known for catering to the demographic group we are always targeting such type of area.

Market Location & Customers

The Harvard Square area is one of the most desirable retail locationsa is in local small reataurant business. Location should be such type of place where a lot of people passengers on the daily routine. That is the main factor to be success of the business.

The customer base will come from 3 major segments;

• Local population – This type of business concentrate only local area and aim of the business to provide good services as well as quality of the product that keep in mind that mix of the benefits for the customters.
• Colleges and Universities — Different schools within walking distance of Street and a seasonal population of the customer. In addition 5 more colleges near the square have large student bodies.
• Tourism — Between hotels, motels, bed & breakfast rooms and inns, there are rooms available. Last year they were at 92% occupancy.
• The student — More and more young people have developed healthy eating habits. Some also go through a “health food phase” while in college.
• The health conscious person of any age or sex — This includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet.
• Curious and open-minded — “if you try it, you will like it.They did not adopted marketing concept

As people want to stay home more and cook less our strategy of delivering prepared meals on a weekly or monthly arrangement may be a widespread accepted new way of eating.

The Competition

There are over two dozen restaurants in the local area that sell food at similar prices. Although this would presents an obvious challenge in respect of the marketing of market share, it also indicates the presence of a large and strong newcomer customers. The newest competitors try to make their successful entry based on something new concept or novelty. Restaurant will offer an innovative product in a familiar style at rate of a competitive price. Our aggressive and different plans of take-out and delivery will also provide us an advantage to generate a good market share before the competition can settle or similar concepts appear.

Competitor’s Profile

Competing with restaurant for the target market are these categories of food providers:

• Independent table service restaurants of similar menu and price structure.
• Chain system.
• Stuudent gets serving by commercial food service company. The major chain restaurants are local are, All are relatively new but well established and profitable. They have big resources of marketing and/or a specialty product or attraction. In addition there are two local catering companies that deliver prepared meals daily to offices.

Competitive Strategy

There are three major ways in which we will create an advantage over our competitors;

• Product identity, quality, and novelty
• Good sales attitude and high empolyee motivation.
• Aggressive and innovative service options.

Abonda will be the only restaurant among all the competition which concentrate the entire menu on healthy, low-fat cooking. Each of the competitors offers at least one “healthy” selection on their menu. They are always seen as alternatives to the main style being offered. The target market will perceive local restaurant business as the destination location for healthyhigh visibility with heavy foot traffic all day long. The local residents and students always support new restaurants and the tourists do not have fixed preferences.

Marketing Strategy

Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message.

• Print media — local newspapers, magazines and student publications
• Broadcast media — local programming and special interest shows
• Hotel guides, concierge relations, Chamber of Commerce brochures
• Direct mail — subscriber lists, offices for delivery
• Misc. — yellow pages, charity events

A public relations firm has been retained to create special events and solicit print and broadcast coverage, especially at the start-up.

3) Point of sale — A well-trained staff can increase the average check as well as enhancing the customer’s overall experience. Word-of-mouth referral is very important in building a customer base.

Future plans and Strategic Opportunities

Catering to offices (even outside of our local area) may become a large part of gross sales. At that point a sales agent would be hired to directly market our products for daily delivery or catered functions.

Hours of Operation

The restaurant will be open for lunch and dinner 7 days a week. Service will begin at 11:00 AM and end at 11:00 PM. The restaurant will be closed Christmas, Thanksgiving, and the Fourth of July.

Employee training & Education

Employees will be trained not only in their specific operational duties but in the philosophy and applications of our concept. They will receive extensive information from the chef and be kept informed of the latest information on healthy eating.

Systems and Controls

A big emphasis is being placed on extensive research into the quality and integrity of our products. They will constantly be tested for our own high standards of freshness and purity.

Food Production

Most food preparing on the premises. The kitchen will be designed for high standards of equipment and cleaned daily. Food will make mostly to order and stored in large coolers in the basement.

Delivery and Catering

Food for delivery can be similar to take-out (prepared to order) or it may be prepared earlier and well stocked. Catering will serve as deliveries.

Long-Term Development and Exit Plan

Goals

Business is an innovative concept that targets a new, growing market. We assume that the market will respond, and grow quickly in the next 5 years. Our goals are to create a reputation of quality, consistancy and security (safety of food) that will make us the leader of a new style of dining.

Strategies

Our marketing efforts will be concentrated on take-out and delivery, the areas of most promising growth. As the market changes, new products may be added to maintain sales.

Milestones

After the restaurant opens, we will keep a close eye on sales and profit. If we are on target at the end of year 1, we will look to expand to a second unit.

Risk Evaluation

For any new venture, there is risk involved. The success of our project hinges on the strength and acceptance of a fairly new market. After year 1, we expect some copycat competition in the form of other independent units. Chain competition will be much later. Exhaust fan and A.P. Fan

Exit Plan

Ideally, Abonda will expand to five units in the next 10 years. At that time, we will entertain the possibility of a buy-out by a larger restaurant concern or actively seek to sell to a new owner.

Bagga electrical & Engg. Works(ludhiyana)

We are the manufacturer of cooler Pump for Desert coolers, Exhaust Fan and A.P.Fan.

Cooler pump

We manufacturing cooler pump for desert cooler

Exhaust Fan

We maufacture various sizes of Exhaust fan

Quality and Prompt delivery.

Nature of Business:

Manufacturer

Exhaust fan and A.P. Fan

Exhaust fan and A.P. Fan

Marketing of Library and Information Services (ahemedabad)

Introduction

The interest in marketing has tremendously increased over the past few decades in libraries like other service centres; education, health, transportation, insurance, banking, etc.

For a long time, we (librarians and information professionals) had enjoyed a supplier’s market and we lost our interest in working for our customers, and yet we want customers to come back. However, we should always keep in mind that only satisfied customers come back and there are greater chances that a dissatisfied customer will find some other suppliers of information to meet his information need. Hence, there are some unique reasons that require marketing orientation in library and information services and it will help us in:

1. Management of Libraries:

2. Due to explosion of information at global level, the more information available in the market, therefore management of libraries is necessary to meet information needs of users. “The world in which libraries exist has changed dramatically. It moves faster, relies on technology and competes more intensely. Fearful that change may threaten our existence, we must look to marketing to help us manage better.

3. Commitment to Customer Satisfaction:

4. In particular to library services area, the users are fund providers, patrons, employees, etc. As such, satisfaction of the customer is of primary concern in the marketing process and the entire ethos and shared values of the organization owe the responsibility of satisfying the customer. The library and information center is not a profit-oriented organization in marketing. The increased customer satisfaction will result in the increased willingness to use and pay for the services offered. Hence, the customer’s satisfaction has a direct link with the support we get for the library and information services.

5. Understanding Customers:

6. When we talk about customers, we have some very fundamental questions to ask, questions that affect any and everything else we do. Such questions include: Who are the customers? Whom are we trying to serve? What is the interest area? What can we provide to serve these interests? What are the conditions for offering information services and products? How well do we communicate with our users and how they communicate their needs to us? There is a common understanding that who knows better about the library then s/he knows better about its resources, facilities, services, and products particularly in the information era. The most important role of marketing in library and information centre is to find information/products for the customers, not customers for the information/product. We must always remember that no library owns its users to the extent that it determines their likes and dislikes. We must pay attention to users’ requirement and preferences.

7. Welcome Again and Again:

8. We should treat with a smile for the users. positive attitude and favorable relationships that we should use with users. But they will comeback again only whether their present needs are satisfy. And during the meeting the information require of users marketing attitude plays a play an important role.

9. Libraries need to grow:
10. According to ranganthans 5th law “Library is a growing organism”. Due to global information explosion, more information comes every second and today’s information is old very fast for tomorrow. Libraries continue to face continuing changes in the environment strategies and outcomes. Good marketing efforts take care of all resources and how it can be done in an efficient way.
11. Improving our Image:

12. No todays in business environment, “Librarians who want to take that marketing seriously will earn “street cred” in their organization. That will benefit to them in career developement terms, but will also help to accelerate the death of the old image and herald the arrival of the concentrated business-like, customer led librarian”.

    A good reputation may involve cordial relations with the community may involved a good reputation, good facilities, high service standard, good discipline, a well-qualified staff and good results. As such in improved services can help us by marketing efforts.

    Now information services in order to make these effective and efficient in modern electronic era.

Marketing – Meaning

There is a new meaning of marketing in library and information sector. There is still considerable misunderstanding in most of the library and information sector as to what constitutes effective marketing. To some, it is still primarily equated with selling and the pursuit of sales, rather than customer satisfaction (Gupta 2003). Many libraries are still reluctant to make the change necessary to focus on the marketplace, even when the need for more active marketing is generally agreed. As such, the developing marketing initiatives of libraries and understanding of the total marketing concept among library and information professionals need some basic marketing frameworks that they have taken so far.

Broadly, the concept of marketing is depicted as follows

Marketing as a set of techniques:

Generally, it is set of techniques involving a number of processes. An organization which embraces the marketing concept and tries to provide products in keeping the view other customer and satisfy customer needs and that also allows the organization to achieve its goals’ in such efforts of the marketing, planning work together.The key activities of such concept are:

• First of all we have to judge an assessment of which type of the customers services and about nature of the customer they want and the benefits they are looking for.
• We should analysis of the library’s’ strength, weakness, opportunities and the services it provides to the customer.
• Ability to judge assessment of the strengths and weaknesses of competition.
• We have to understanding what they real differences are between the library and the competition.
• A practically experience of the action plan which draws on this understanding of the market place and sets out measurable of an actions to achieve the running objective.

2. Marketing as a philosophy:

It was less than three decades ago that marketing came into the field of library and information services as thinking and orienting library and information services business/library and information services in marketing term. Integration of marketing into library philosophy is helpful in reinforcing and reiterating the basic values of the profession in a changing environment. In one sense, it implies commitment to shared professional beliefs. The most widely agreed beliefs are about library services “to provide the right information to the right user at the right time”. This involves reducing barriers to access and use information and empowering users in making use of their own, particularly with the use of modern technologies.

Marketing help us the following aims of the library and information services:

• A focus on the users own purpose and on helping the individual user to articulate these at every level.
• A focus on the users, giving them an environment in which they can sit, study, work and on giving them an experience of good service.
• A belief that every individual user has different needs, requirements and expectations when s/he visits/approaches the library.
• A commitment to helping the user in acquiring skills in obtaining the information from various sources and means.

Marketing should first of all, be an attitude of mind. This is the foundation of successful marketing .

3. Marketing as an Approach:

There are symbolic dimensions to human and physical resources while serving the user. In this approach everything, human skills, service attitude and information resources are put more closely to serve the customers’ information needs.

1. Users (customers)
2. The staff (service providers)
3. The information resources and system (different type of material, systems, procedures, etc.) have too relationship with each other in library and information services.
4. Customer-Driven Marketing:

Philosophically, users are the central entity in every type of libraries. Customers are the main part of the service sector. We need to incorporate client or customer-centeredness in our approaches to serve users.

Users also expect recognition to keep attention, and to provide for their individual needs and desire for self-expression. Services organization should concentrate more in generating customer orientation in every operation of the organization. Their focus is on certain competencies: value, delivery, customer defined quality, relationship management and a customer focused organizational culture and behaviour.

Definition of Marketing

“Marketing is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives. It relies heavily on designing the organization’s offering in terms of the target market’s needs and desires and as using effective pricing, communication, and distribution to inform, motivate and serve the markets.”

There are 7 major points that are as under follows

1. Managerial process involving analysis, planning, implementation and control that all of depends marketing.
2. Carefully formulated programmes are concerned with marketing- not random actions – designed to achieve desired responses.
3. Marketing search to bring about voluntary exchange .
4. People are selects target market by marketing does not select people.
5. Marketing is directly correlated to the achievement of organizational objectives.

Customers- Top Priority

The new customers do not know about library rules and regulation, so it is duty of library staff to give orientation for maximum utility of library. They do not care about rules and manner of doing business. They care to adapt its products and services to fit their problems. This represents the evolution of marketing to the customer-driven. We must sure and certain always remember the following points:

• Customers are the most important people which we have to be served in library and information centers.
• They are not dependent on the library, rather the library depends on them.
• They are not from outsiders but part of the library.
• They are not just statistics, but also they are human beings.
• They are the people who bring their wants and needs and we are there to meet their information needs emensely.

Customers – Expectation

Library and information professionals should strive hard to gain a far vision of ‘who our customers are’, ‘what they want’, and ‘what are their social characters, values, desires.

The 21st century customer will place high value on self-reliance, adaptability and survival under difficult conditions and the ability to do things of his/her own.

Individuality

The new generation customer is a global citizen who is more demanding and individualistic, seeking change and value conscious. She/he shares a consistent set of tastes, preferences and has a growing commonality of his task across the globe.

Responsiveness

It is the willingness to help customers and to provide prompt service. This dimension emphasizes attentiveness and promptness in dealing with customers’ requests, complaints and queries. Responsiveness is demonstrated in terms of accessible employees, least waiting time and attention to problems.

Relationship

To measure customer satisfaction, the relationship between the customer and the library must be understood. A customer relationship agremeent of a hierarchy of encounters through facilities, resources, services and service providers.

• Giving him/her service to the good capacity at your command.
• Giving him/her service in all politely and in full freedom from any touch of prominent or ego.
• Give him/her service in full measure there could not be any offence to the laws of library science.
• Acquire the best knowledge and information for giving him/her your best service. We cannot retain customer unless given prompt and relevant service in a personal way. She/he is human; and human personality alone can keep good humors, make the appreciation of the value of books which bloom in him/her and transform him/her into a desirable beneficiary of the library.

Quality Services

The user of the service is the ultimate judge of the quality. She/he weighs the value she/he receives from a service organization against the time spent and/or the efforts involved besides the monetary burden in getting the desired service and thus decides the quality. Users seldom define the quality of the library and its services in terms of stock size, annual budget, physical facilities, staff and the mere number of services. No doubt, these are some of the essential criteria for providing quality services; it benefits the service itself that users look for. Quality service in part depends on how well various elements function together in a service system (see Figure 1).

These elements include the people who perform the specific service in the service chain, the equipment that supports these performances and the physical environment in which the services are provided. The management concept achieving service excellence is termed as Total Quality Management. It is a customer need driven management process. It emphasizes on identifying customers needs expressed in customer’s own words and then linking customers’ perceived quality into internal processes and measuring the impact of quality measurement on the market place.

Figure 1 – Relationships between library services and the customer.

Relationship with Users

The relationship with users mainly depends upon the commitment of the organization and its people towards customers, intimacy between them, and the trust of customers for the products and services. The relationship is fairly a complex issue for library and information services (LIS) managers, for them it is a strategic issue, but for customers it is just a communication process (1983). LIS managers need to break the ice and take responsibility to initiate, nurture, and forge sustainable relationship with customers offering services in a more satisfying manner to succeed in the new millennium .

Professional Skills and Competencies

Libraries do not require a good marketing person to run marketing operations, like a business firm, that person would immediately hire an advertising agency, change the ad campaigning, redesign company logo, design the brochures, train the sales force, retain a high powered public relation firm and alter or otherwise reposition the company’s complete image. On the contrary, marketing is nothing but a way of doing business, which does not require good marketing persons, but certain skills or attributes, which are in no manner different from other services .

• A belief in service and trying to achieve customer’s satisfaction;
• A clear understanding of their organization’s overall aims and objectives;
• An ability to assemble and interpret information for the benefit of the customer;
• Good communication skills, both oral and written;
• Enthusiasm and commitment; and
• Ability to take criticism, not always constructive.

These attributes are very much desired for the successful information service providers. Thus, skills, attitude and judgment of the service providers are important while marketing in library and information services.

Value added Services

Today marketing today embraces an integrated value proposition. This in effect, would mean that with making a decision about using a particular service or evaluating a marketing relationship a customer not only looks at the product or value related to it, but s/he also evaluates the process, the total transaction cost. To a customer, value is the benefits received from the burden endured. Benefits may be product quality, personal service and convenience. Cost includes price and non-monetary cost as time, energy and efforts. In the process s/he interacts with the people, technology, methods, environment and the materials used to serve the customers in the library. In the marketing oriented library, the process depends on the customer preferences and cues to their requirements. Even the customers are an important partner to the process and in libraries most of the time, they put forward their views to overcome their problems and work with the staff to solve them.

By simply shedding long standing stereotypes, librarians have been able to take the 5P’s of the traditional external marketing mix and use them to paint a more accessible service-oriented picture of library offerings for their customers.

The 5 P’s of the traditionally external marketing mix with an internal twist for libraries should be considered is mentioned in Table 1.

For the library to remain competitive, or even more fundamentally, to remain relevant, it has to change its image. It has to shed the image of a highly fortified storehouse of knowledge guarded by staff and security devices, a treasure house where the borrower is a nuisance or a potential thief. The new-age library ought to be a true service organization, a group of professionals who quickly identify in the vast ocean of knowledge the kind of information that different customers need and help them access it with the least waste of time and effort. A library that can survive and thrive in the Internet age is a knowledge-based social structure.

Distributors of Information

Information generation/production is a continuous process. On the other hand, the information gets accumulated at such a fast pace that the extraction of relevant information becomes difficult for the users to go through all of them. For this, proper distribution channels are necessary to fulfill the specific needs of the users.

Traditionally, libraries and information centers functioned as the facilitators. Some of the facilitators are:

• Documentation and Information Canters.
• The purpose of these centers are to accelerate the information retrieval and dissemination process, e.g., National Institute of Science, Communication and Information Resources (NISCAIR), New Delhi and National Social Science Documentation Centre (NASSDOC), New Delhi, etc.
• Information Analysis Centre: It is a type of organization whose key activities are analysis, interpretation, synthesis, evaluation and repackaging of information or numerical data.

The purpos