Micro and Macro Environment of Cadbury Dairy Milk

2765 Words12 Pages
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
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The production era can be divided into four phases  Subsistence phase  Made to order phase  Early production for market phase  Mass production for market phase

Product Concept
Consumers favor products that offer the most quality, performance, or innovative features. Managers in product oriented organizations focus their energy on making superior products and improving them over time. To improve quality and innovation companies gave importance to product engineering. Some times the product concept leads to marketing myopia. Marketing myopia means – focus on the product rather than customers need

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3/19/2013

Selling Concept
The selling concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organizational products. Consumers will buy products only if the company aggressively promotes/sells these products. The selling concept is practiced most aggressively with unsought goods that buyers normally do not think of buying such as insurance, encyclopedias etc. Firms practice the selling concept when they have over capacity. It gives more importance to seller needs

Selling Concept

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