Marketing Fundamentals   (Sales Program)
General Ground Rules• No Smoking• Mobiles Off or Silent• Breaks and PrayerMarketing Fundamentals
Introduction      This is an Overview of the     Marketing, its concepts, how is it     applied and its relation with the ...
Objective •Introduce the nature of the Marketing , its cycle and the relation between it and the Sales •Align Sales with M...
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
What Is Marketing?• Marketing is typicallyseen as the task ofcreating, promoting anddelivering differentiatedgoods and ser...
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
What Can We Market?• Places• Properties• Organizations• Goods• ServicesMarketing Fundamentals
What Can We Market?• Experiences• Information• Ideas• Events• PersonsMarketing Fundamentals
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
Marketing Mix What are the 4 P’s? • Product • Price • Place                  Cost to                          satisfy     ...
Marketing Mix The Four P’s: • Product • Price • Place • PromotionMarketing Fundamentals
Marketing Mix (Product)The following decisions shouldbe made;• Brand name• Functionality• Personality• Positioning• Range•...
Marketing Mix (Product)• Packing• Quality• Safety• Repairs• Warranty• Services & Accessories•Brand PyramidMarketing Fundam...
Marketing Mix (Product)Marketing Fundamentals
Marketing Mix The Four P’s: • Product • Price •Place •PromotionMarketing Fundamentals
Marketing Mix (Price)The following decisionsshould be made;• Pricing strategy• Suggested retail price• Volume discounts an...
Marketing Mix The Four P’s: • Product • Price •Place •PromotionMarketing Fundamentals
Marketing Mix (Place)The following decisionsshould be made;• Distribution Channels• Type of Trade• Location at TradeMarket...
Marketing Mix (Place)•Order processing• Warehousing• Inventory Management• TransportationMarketing Fundamentals
Marketing MixThe Four P’s:• Product• Price•Place•PromotionMarketing Fundamentals
Marketing Mix (Promotion)The following decisions shouldbe made;• Personal selling & selling force• Communication/Advertisi...
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
Segmentation / Target MarketsDemographics, Target Group:• SEC• Age• Gender• LocationMarketing Fundamentals
Segmentation / Target MarketsPsychographics, TargetGroups• Life Style• Preferences• ActivitiesMarketing Fundamentals
Segmentation / Target Markets                         A1OG Brands per TargetGroups                              A2        ...
Segmentation / Target MarketsThings to look at whenaddressing different markets:• Product modification cost• Manufacturing...
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
How To Introduce A New Brand?    Research               Sales        Trade    Category /   Brand (Gaps           Brand &  ...
Case                StudyMarketing Fundamentals
Case StudyMarketing Fundamentals
Case StudyMarketing Fundamentals
Case StudyRequirements:• Marketing Mix:  4Ps: Product – Price – Place – Promotion•  Segmentation / Target Markets: - Demog...
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
Product Life CycleAny product normally goesthrough 4 different stagesMarketing Fundamentals
Product Life Cycle (Stages)1.   IntroductionThe need for immediate profit is nota pressure. The product is promotedto crea...
Product Life Cycle (Stages)2. GrowthCompetitors are attracted into themarket with very similar offerings.Advertising focus...
Product Life Cycle (Stages)3. MaturitySales grow at a decreasing rate and thenstabilizePrice wars and intense competition ...
Product Life Cycle (Stages)4. DeclineMore innovative products areintroduced or consumer tastes havechangedThere is intense...
Product Life Cycle (Challenges)• The decisions of marketers canchange the stage, (from maturityto decline by price-cutting...
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
Marketing Activities Above-the-line (ATL)    Below-the-line (BTL)  • TV                     • Poster  • Radio             ...
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
Brand Building                                 Positioning                Quality     Well blended                        ...
Brand BuildingWhat is the consumers’ perception of QUALITY?Marketing Fundamentals
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
Brand EquityThe major brand assetsare:• Brand name awareness• Brand loyalty• Perceived quality• Brand associationsMarketin...
Contents•   What is Marketing?•   What can we market?•   Marketing Mix•   Segmentation / Target Markets•   How to introduc...
Marketing Strategy     It is more important          to do what is       strategically right           than what is       ...
Marketing StrategyMarketing strategy is a pattern or plan that integrates theorganizations:• Goals• PoliciesTo achieve cus...
Marketing StrategyMarketing strategies are generally concerned with four Ps:• Product strategies• Pricing strategies,• Pro...
Marketing StrategyHow To Develop a MarketingStrategy in 5 Easy Steps:1. Describe your companys unique     selling proposit...
Marketing Strategy4.   Describe how you will position     your products or services5.   Define your marketing methods.    ...
Activity       Case       StudyMarketing Fundamentals   56
Case StudyMarketing Fundamentals
Case StudyMarketing Fundamentals
Case StudyRequirements: Marketing Strategy: > Marketing Mix:   4Ps: Product – Price – Place – Promotion > Segmentation / T...
Case StudyPresentationsMarketing Fundamentals
Case Study   ProposedcommunicationMarketing Fundamentals
Case Study - Execution 1Marketing Fundamentals
Case Study - Execution 2Marketing Fundamentals
Case Study - Execution 3Marketing Fundamentals
Thank You
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Marketing Fundamentales for all Marketing lovers as a Career or "Hobby" or just for their general knowledge.

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  • Marketing fundamentals

    1. 1. Marketing Fundamentals (Sales Program)
    2. 2. General Ground Rules• No Smoking• Mobiles Off or Silent• Breaks and PrayerMarketing Fundamentals
    3. 3. Introduction This is an Overview of the Marketing, its concepts, how is it applied and its relation with the SalesMarketing Fundamentals
    4. 4. Objective •Introduce the nature of the Marketing , its cycle and the relation between it and the Sales •Align Sales with Marketing and clear any misconceptions • Closely understand marketing strategy and be involved in oneMarketing Fundamentals
    5. 5. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    6. 6. What Is Marketing?• Marketing is typicallyseen as the task ofcreating, promoting anddelivering differentiatedgoods and services toconsumers andbusinesses at a profitMarketing Fundamentals
    7. 7. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    8. 8. What Can We Market?• Places• Properties• Organizations• Goods• ServicesMarketing Fundamentals
    9. 9. What Can We Market?• Experiences• Information• Ideas• Events• PersonsMarketing Fundamentals
    10. 10. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    11. 11. Marketing Mix What are the 4 P’s? • Product • Price • Place Cost to satisfy Convenience to buy • PromotionWhat are the 4 C’s? Communication Consumer wants and needsMarketing Fundamentals
    12. 12. Marketing Mix The Four P’s: • Product • Price • Place • PromotionMarketing Fundamentals
    13. 13. Marketing Mix (Product)The following decisions shouldbe made;• Brand name• Functionality• Personality• Positioning• Range• LooksMarketing Fundamentals
    14. 14. Marketing Mix (Product)• Packing• Quality• Safety• Repairs• Warranty• Services & Accessories•Brand PyramidMarketing Fundamentals
    15. 15. Marketing Mix (Product)Marketing Fundamentals
    16. 16. Marketing Mix The Four P’s: • Product • Price •Place •PromotionMarketing Fundamentals
    17. 17. Marketing Mix (Price)The following decisionsshould be made;• Pricing strategy• Suggested retail price• Volume discounts and wholesalepricing• Cash and early payment discount• Price per SKUMarketing Fundamentals
    18. 18. Marketing Mix The Four P’s: • Product • Price •Place •PromotionMarketing Fundamentals
    19. 19. Marketing Mix (Place)The following decisionsshould be made;• Distribution Channels• Type of Trade• Location at TradeMarketing Fundamentals
    20. 20. Marketing Mix (Place)•Order processing• Warehousing• Inventory Management• TransportationMarketing Fundamentals
    21. 21. Marketing MixThe Four P’s:• Product• Price•Place•PromotionMarketing Fundamentals
    22. 22. Marketing Mix (Promotion)The following decisions shouldbe made;• Personal selling & selling force• Communication/Advertising• Public relations• Promotional Strategy (push or pull)• Marketing communication budgetMarketing Fundamentals
    23. 23. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    24. 24. Segmentation / Target MarketsDemographics, Target Group:• SEC• Age• Gender• LocationMarketing Fundamentals
    25. 25. Segmentation / Target MarketsPsychographics, TargetGroups• Life Style• Preferences• ActivitiesMarketing Fundamentals
    26. 26. Segmentation / Target Markets A1OG Brands per TargetGroups A2 B1 B2 C1 C2Marketing Fundamentals
    27. 27. Segmentation / Target MarketsThings to look at whenaddressing different markets:• Product modification cost• Manufacturing cost• Administrative cost• Inventory cost• Promotion costMarketing Fundamentals
    28. 28. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    29. 29. How To Introduce A New Brand? Research Sales Trade Category / Brand (Gaps Brand & Consumer Portfolio) Com R&D Industrial After SalesMarketing Fundamentals
    30. 30. Case StudyMarketing Fundamentals
    31. 31. Case StudyMarketing Fundamentals
    32. 32. Case StudyMarketing Fundamentals
    33. 33. Case StudyRequirements:• Marketing Mix: 4Ps: Product – Price – Place – Promotion• Segmentation / Target Markets: - Demographics: SEC – Gender – Age – Location - Psychographics: Lifestyle – activities – preferences Marketing Fundamentals
    34. 34. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    35. 35. Product Life CycleAny product normally goesthrough 4 different stagesMarketing Fundamentals
    36. 36. Product Life Cycle (Stages)1. IntroductionThe need for immediate profit is nota pressure. The product is promotedto create awarenessMarketing Fundamentals
    37. 37. Product Life Cycle (Stages)2. GrowthCompetitors are attracted into themarket with very similar offerings.Advertising focuses upon buildingbrand.Market share tends to stabilizeMarketing Fundamentals
    38. 38. Product Life Cycle (Stages)3. MaturitySales grow at a decreasing rate and thenstabilizePrice wars and intense competition occurAt this point the market reachessaturation and producers begin to leavethe market due to poor marginsMarketing Fundamentals
    39. 39. Product Life Cycle (Stages)4. DeclineMore innovative products areintroduced or consumer tastes havechangedThere is intense price-cuttingMarketing Fundamentals
    40. 40. Product Life Cycle (Challenges)• The decisions of marketers canchange the stage, (from maturityto decline by price-cutting)• Not all products go througheach stage. Some go fromintroduction to declineMarketing Fundamentals
    41. 41. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    42. 42. Marketing Activities Above-the-line (ATL) Below-the-line (BTL) • TV • Poster • Radio • Dangler • Press • Leaflet • Outdoor • Bunting Flag • InternetMarketing Fundamentals
    43. 43. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    44. 44. Brand Building Positioning Quality Well blended Repositioning communication Brand Building Long Term Perspective Credibility Internal MarketingMarketing Fundamentals
    45. 45. Brand BuildingWhat is the consumers’ perception of QUALITY?Marketing Fundamentals
    46. 46. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    47. 47. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    48. 48. Brand EquityThe major brand assetsare:• Brand name awareness• Brand loyalty• Perceived quality• Brand associationsMarketing Fundamentals
    49. 49. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
    50. 50. Marketing Strategy It is more important to do what is strategically right than what is immediately profitable. KotlerMarketing Fundamentals
    51. 51. Marketing StrategyMarketing strategy is a pattern or plan that integrates theorganizations:• Goals• PoliciesTo achieve customer success 360 Consumer Developing Economy Analysis Market Mix evaluation Market Competition Distribution Analysis Analysis Channel EvaluationMarketing Fundamentals
    52. 52. Marketing StrategyMarketing strategies are generally concerned with four Ps:• Product strategies• Pricing strategies,• Promotional strategies• Placement strategies Consumer Developing Economy Analysis Market Mix evaluation Market Competition Distribution Analysis Analysis Channel EvaluationMarketing Fundamentals
    53. 53. Marketing StrategyHow To Develop a MarketingStrategy in 5 Easy Steps:1. Describe your companys unique selling proposition (USP)2. Define your target market3. Write down the benefits of your products or servicesMarketing Fundamentals
    54. 54. Marketing Strategy4. Describe how you will position your products or services5. Define your marketing methods. Will you advertise, use Internet marketing, direct marketing, or public relations?Marketing Fundamentals
    55. 55. Activity Case StudyMarketing Fundamentals 56
    56. 56. Case StudyMarketing Fundamentals
    57. 57. Case StudyMarketing Fundamentals
    58. 58. Case StudyRequirements: Marketing Strategy: > Marketing Mix: 4Ps: Product – Price – Place – Promotion > Segmentation / Target Markets: - Demographics: SEC – Gender – Age – Location - Psychographics: Lifestyle – activities – preferences> Positioning> Communication activities plan Marketing Fundamentals
    59. 59. Case StudyPresentationsMarketing Fundamentals
    60. 60. Case Study ProposedcommunicationMarketing Fundamentals
    61. 61. Case Study - Execution 1Marketing Fundamentals
    62. 62. Case Study - Execution 2Marketing Fundamentals
    63. 63. Case Study - Execution 3Marketing Fundamentals
    64. 64. Thank You
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