Marketing fundamentals

  • 3,269 views
Uploaded on

Marketing Fundamentales for all Marketing lovers as a Career or "Hobby" or just for their general knowledge. …

Marketing Fundamentales for all Marketing lovers as a Career or "Hobby" or just for their general knowledge.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,269
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
227
Comments
0
Likes
4

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • End of day-1

Transcript

  • 1. Marketing Fundamentals (Sales Program)
  • 2. General Ground Rules• No Smoking• Mobiles Off or Silent• Breaks and PrayerMarketing Fundamentals
  • 3. Introduction This is an Overview of the Marketing, its concepts, how is it applied and its relation with the SalesMarketing Fundamentals
  • 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. 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. What Is Marketing?• Marketing is typicallyseen as the task ofcreating, promoting anddelivering differentiatedgoods and services toconsumers andbusinesses at a profitMarketing Fundamentals
  • 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. What Can We Market?• Places• Properties• Organizations• Goods• ServicesMarketing Fundamentals
  • 9. What Can We Market?• Experiences• Information• Ideas• Events• PersonsMarketing Fundamentals
  • 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. 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. Marketing Mix The Four P’s: • Product • Price • Place • PromotionMarketing Fundamentals
  • 13. Marketing Mix (Product)The following decisions shouldbe made;• Brand name• Functionality• Personality• Positioning• Range• LooksMarketing Fundamentals
  • 14. Marketing Mix (Product)• Packing• Quality• Safety• Repairs• Warranty• Services & Accessories•Brand PyramidMarketing Fundamentals
  • 15. Marketing Mix (Product)Marketing Fundamentals
  • 16. Marketing Mix The Four P’s: • Product • Price •Place •PromotionMarketing Fundamentals
  • 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. Marketing Mix The Four P’s: • Product • Price •Place •PromotionMarketing Fundamentals
  • 19. Marketing Mix (Place)The following decisionsshould be made;• Distribution Channels• Type of Trade• Location at TradeMarketing Fundamentals
  • 20. Marketing Mix (Place)•Order processing• Warehousing• Inventory Management• TransportationMarketing Fundamentals
  • 21. Marketing MixThe Four P’s:• Product• Price•Place•PromotionMarketing Fundamentals
  • 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. 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. Segmentation / Target MarketsDemographics, Target Group:• SEC• Age• Gender• LocationMarketing Fundamentals
  • 25. Segmentation / Target MarketsPsychographics, TargetGroups• Life Style• Preferences• ActivitiesMarketing Fundamentals
  • 26. Segmentation / Target Markets A1OG Brands per TargetGroups A2 B1 B2 C1 C2Marketing Fundamentals
  • 27. Segmentation / Target MarketsThings to look at whenaddressing different markets:• Product modification cost• Manufacturing cost• Administrative cost• Inventory cost• Promotion costMarketing Fundamentals
  • 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. How To Introduce A New Brand? Research Sales Trade Category / Brand (Gaps Brand & Consumer Portfolio) Com R&D Industrial After SalesMarketing Fundamentals
  • 30. Case StudyMarketing Fundamentals
  • 31. Case StudyMarketing Fundamentals
  • 32. Case StudyMarketing Fundamentals
  • 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. 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. Product Life CycleAny product normally goesthrough 4 different stagesMarketing Fundamentals
  • 36. Product Life Cycle (Stages)1. IntroductionThe need for immediate profit is nota pressure. The product is promotedto create awarenessMarketing Fundamentals
  • 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. 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. Product Life Cycle (Stages)4. DeclineMore innovative products areintroduced or consumer tastes havechangedThere is intense price-cuttingMarketing Fundamentals
  • 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. 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. Marketing Activities Above-the-line (ATL) Below-the-line (BTL) • TV • Poster • Radio • Dangler • Press • Leaflet • Outdoor • Bunting Flag • InternetMarketing Fundamentals
  • 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. Brand Building Positioning Quality Well blended Repositioning communication Brand Building Long Term Perspective Credibility Internal MarketingMarketing Fundamentals
  • 45. Brand BuildingWhat is the consumers’ perception of QUALITY?Marketing Fundamentals
  • 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. 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. Brand EquityThe major brand assetsare:• Brand name awareness• Brand loyalty• Perceived quality• Brand associationsMarketing Fundamentals
  • 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. Marketing Strategy It is more important to do what is strategically right than what is immediately profitable. KotlerMarketing Fundamentals
  • 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. 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. 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. 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. Activity Case StudyMarketing Fundamentals 56
  • 56. Case StudyMarketing Fundamentals
  • 57. Case StudyMarketing Fundamentals
  • 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. Case StudyPresentationsMarketing Fundamentals
  • 60. Case Study ProposedcommunicationMarketing Fundamentals
  • 61. Case Study - Execution 1Marketing Fundamentals
  • 62. Case Study - Execution 2Marketing Fundamentals
  • 63. Case Study - Execution 3Marketing Fundamentals
  • 64. Thank You