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Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
Marketing fundamentals
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Marketing fundamentals

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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.

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    • 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

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