MARKETING IN

BANKING AND
INSURANCE

GUIDED AND INSPIRED BY-

PROFESSOR LAILA DIAS

TYBBI

SEMESTER-V
 MARKETING …
Definition
 According to William Stanton, “Marketing is a total
system of business activities designed to plan,
price, promote and distribute want satisfying
products to target markets in order to achieve
organizational objectives.”


 According to Phillip kotler, “marketing is a human

activity directed at satisfying needs and wants
through exchange process
Marketing is everywhere.

Formally or informally, people and
organizations engage in a vast number
of activities.

Good marketing has become an
increasingly vital ingredient for
business success.

 Age old GOLA …. Indian
dessert ruling millions of taste
buds
Soon lost its popularity because of ….

Dirty Handling

Dirty Water

Synthetic Syrups
GOLA takes a
healthy
turn…..
Mineral Water Ice

Natural Exotic Fruit Flavors

Clean Handling and Healthy

Introduction…

 Gola is a kind of Indian Slush Puppie -

crushed ice with flavored syrup on top .
 A small scale industry has introduced a
branded gola named " Go.Gola ".
 " Go . gola " stall in Mumbai .
 Creative stall is designed to attract
people .
 Target customers are technology freaks .
• Look at the image carefully .
• It ’ s not a google logo ; this is a logo for
one of those golawala who sells Indian
Slush Puppie - crushed ice with flavored
syrup on top .
• These young folks are running their Go.Gola
in Mumbai .
•
 It ’ s so nice to see that Google is
penetrating and inspiring such a small
scale business . In addition there is
also a group on facebook .
 These golas are made with pure mineral
water .
 these ice golas ARE in Kalakhatta , rose ,
orange , keri , masala kokum , masala soda
and many more flavors .
SAMPLE MARKETING
PLAN
CURRENT MARKET SITUATION
OPPORTUNITIES & ISSUE ANALYSIS
OBJECTIVES
MARKETING STRATEGIES
( A )TARGET MARKET
( B ) POSITIONING
( C )PRODUCT
( D )PRICING
( E ) DISTRIBUTION
FINANCIAL PROJECTIONS
The importance of marketing…

Satisfaction of human needs and

wants
Profit and market reputation
Facilities specialization
Widens the market
Improves standard



Brings economies growth

Creates new norms of social economic
behavior
Provides channels of communication to
business firms
Facilities price control
Develops social significance at
The scope of marketing…


1. What is
marketing?
 2. What is
marketed?
 Goods
 Services
 Persons
 Places
 Organization
 Ideas



3. Who markets?
-MARKETERS AND PROSPECTS…

 Negative demand

 Nonexistent demand

 Latest demand

 Irregular demand

 Full demand

 Overfull demand

 Unwholesome demand
 G o . G o l a RECIPE
 4 orange juice

1 Blue Curacao

1 Peach Vodka

Dash grenadine

Add the orange juice, blue Curacao and peach vodka to a

shaker with some ice cubes and shake thoroughly. Strain
into a martini glass and add a dash of grenadine to
provide a green/red contrast. Garnish with a thinly-cut
slice of citrus fruit (star fruit looks best) and serve.  
Coolest ideas come after a Go.Gola break…
Add sweetness to
your life with this
clean, Kool and
Healthy Gola…
 The business
mission
The primary mission
of Go.gola is to make
a hygienic product,
which every common
man can be carefree
and have it.
SWOT ANALYSIS…
Ø The vendor uses hand plastic gloves for
making the item.
Five competitive forces
 R S
E T ITO
O M P
RE C
M O
M E
SO
Marketing objectives
Strategies of product life cycle
 ol a
o.G
G
R
FO
E D
US
GS
I N
T H
Product level
 THE MARKETING MIX …
The 'marketing mix' is a set of
controllable , tactical marketing tools
that work together to achieve company's
objectives
EXTENDED MARKETING MIX
Characteristics of a
Service
 CHALLENGES IN NEW
PRODUCT DEVELOPMENT


1 . Acquisition
The company can buy other companies or
Can acquire patents of other companies or
Can buy a license or franchise from other
company .

2 . Development

The company can develop new products or

Can contract with independent researchers
or new product development firms .

 TO
SI T
V I
A
E S E
TH H O U
A R E
W
1 . MISSION ; - the 5m’s of
Sales goals advertising
Advertising objectives


2 . MONEY ;-

Factors to consider

Stages in plc
Competition and culture
Advertising frequency
Product substitutability



3 . MESSAGE ;-
Message generation
Message evaluation and selection
Social responsibility review

4 . MEDIA;-
Reach , frequency , impact
Major media types
Geographical media allocation .

  5 . MEASUREMENT ;-
Communication impact
Sales impact

 Questionnaire for the
manager…

Q ] When was Go.Gol a introduced?

Ans ] 15th August 2008 .

Q ] What was its vision and mission during

introduction?
Ans ]. Its vision is to create a brand name .

Mission is to make a hygienic product which

every common man have it care freely .



Q ] What was its main / primary objective?

Ans ] To create a brand name .


Q ] What are its targets achievements?
Ans ] To have franchises all over the country

small as well as metropolitan .



Q ] What is the financial background?

Ans ] It ’ s confidential . It ’ s a private venture .

Q ] What are its future goals and plans?

Ans ] To go worldwide .

Q ] What are the mediums of marketing used?

Ans ] Branded neon signs , pamphlets , tie - up ’ s

with shopper ’ s stop , fun republic , FACEBOOK

& the most important mouth - mouth publicity .

Q ] Who are its competitors and what are
its challenges?
Ans ] It ’ s still expanding .

Q ] What about customer ’ s loyalty?

Ans ] Customers will become use to it

with the help of good quality ( fruit

flavors ), discounts etc .


Q ] Which gola is sold the most and is

in demand?
Ans ] Kalakatta , rose .


Q ] What according to you , are customers
satisfied with Go.Gola ?
Ans ] Yes , they are , but they still expect

more .


Q ] What about the demand till today?

Ans ] Demand goes up sometimes ; it

fluctuates even because of season ’ s .

 Questionnaire for the customers…

Questions Pallavi- Mrs. Mirza kritika

9821366865.

Have you ever tried yes yes yes

Go.gola?
What do you think, which Go.gola Go.gola Go.gola
one is best Go.gola or any
other roadside gola?

Any suggestions? The vendors Sitting They

should places should
attend should be wash
customers there. bottles
well and everyday.
should be
hygienic.
Biblography

ØMarketing management – Phillip

kotler
ØMarketing in banking & insurance –
Romeo & Mascarenhas
Øwww.learningmarketing.com
ØSearch engines : Google & yahoo
Ø
PRESENTED BY:
 -NEHA BAJAJ 05
 -BINA BHATIA 07
 -PRERNA BUDHVANI 08
 -ANJALI JAGTIANI 23
 -RUKSAR KHAN 28


THANK YOU