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K.I.S.S.
This program introduces a simplified, straight
forward approach to Marketing & Media.
It is intended as an introd...
“Failing to plan is
planning to fail”
What is a Market?
The set of actual and potential buyers of a
product.
These people share a need or want that can be
satis...
What is Marketing?
Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution...
What is a product?
Products – goods, services or idea that
have monetary value.
(satisfy customer needs).
Watch the
produc...
What are Goods?
Goods – things you can touch or hold.
What are Services?
Services – you can’t physically touch –
tasks performed for a customer.
What is Marketing
Management?
The art and science of choosing target
markets and building profitable
relationships with th...
What is Exchange?
When the producer is someone other than
the consumer, some form of exchange
takes place.
An exchange tak...
What are functions of
marketing?
Activities that work together to get goods and services from
producers to consumers. Each...
Distribution
Deciding where and to whom products need to be
ready, convenient, and timely available to reach
and to be sol...
Financing
Getting the money necessary to operate a
business.
Marketing Information
Management
Getting information to make sound business
decisions. Usually obtained through marketing
...
Pricing
Price elasticity, How much to charge to maximize
profits.
Promotion
Communicating with potential customers to inform,
persuade, or remind them about a business’s
products
Selling
Planned, personalized communication that
influences purchasing decisions
DMP – Decision Making
Process
Initiator
Influencer
Decider
Buyer
User
Most
advertisers do
not take this
into
consideration
Stages of the Buying
Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
...
Marketing
Everything it takes from the creation of the product
or service to the final sale and the
Includes market
resear...
Elements of a Modern
Marketing System
Components of Strategic Marketing
Marketing Mix
Product
Price
Place
Promotion
People
Process
Packaging
Promotion Mix
Levitt found that:
• Corporate advertising that
can build up the company’s
reputation will help the sales
Re...
Shannon & Weaver
communication theory
Sender Encoding Message Decoding Receiver
Noise
Feedback Response
Media
Developing & managing
an advertising program
Mission
Sales goals.
Advertising objectives.
Money
Stage in PLC.
Market share...
Steps in developing
effective communication
Identify target audience
Determine objectives
Design message
Select Channel
Es...
Cost-effectiveness of
different promotional tools
Marketing
Is
Knowing
The purpose of marketing research
is to find out who wants or needs
your product and under what
condi...
Market Segmentation &
Target Marketing
Market Segmentation:
Divide the market into segments of customers.
• Geographic seg...
Analyzing Competitors
Three variables to monitor when analyzing
competitors:
• Share of market.
• Share of mind.
• Share o...
Influencing Buying
Behavior
Ernest Dichter’s research found:
Consumers resist prunes because prunes are wrinkled looking
a...
Maslow’s hierarchy of
needs
1
2
3
4
5
1
2
3
4
5
Self-actualization needs
Self-development and realization
Esteem needs
Sel...
• POPULATION: 3.1 MLN
• CAPITAL: MUSCAT
• BORDERS: THE UNITED ARAB EMIRATES
- NORTHWEST SAUDI ARABIA - WEST
YEMEN - SOUTHW...
• TV is leading with highest reach, followed by
Internet.
• Internet reach is growing really fast.
• Oman has low print & ...
Strengths Weaknesses
Opportunities Threats
SWOT
Analysis
Poor firms ignore their competitors;
average firms copy their
competitors; winning firms lead their
competitors.
5 tips on building brands
1. Have a clear PRODUCT FOCUS.
2. Make it different & MEANINGFUL.
3. Invest in COMMUNICATION.
4....
Welcome to WWW
1. Facebook business page.
2. Twitter.
3. Instagram.
4. Website.
5. Blog.
USP - four major
positioning errors
1. Under positioning.
2. Over positioning.
3. Confused positioning.
4. Doubtful positi...
VIPS
1. Visibility.
2. Identity.
3. Promise.
4. Single minded.
AIDCA
1. Attention.
2. Interest.
3. Desire.
4. Conviction.
5. Action.
SEQU
Standard Equivalent Unit
60” Radio =
30” TV =
F/P IP F/C Magazine =
½ P IP B/W Daily Newspaper.
“It is more important to
do what is strategically
right than what is
Immediately profitable.”
He who excels at resolving
difficulties does so before they arise.
He who excels in conquering his
enemies triumphs before...
“Failing to plan is
planning to fail”
SME marketing & media
SME marketing & media
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SME marketing & media

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introduction to the important role of media and marketing in SME business

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  • Your introductory or title slide should convey the overall “feeling” and focus of your presentation. For instance, I typically present about small-business trends, new business ideas, growth opportunities or other positive trends. In this sample presentation, I’m talking about new business ideas, so I used a sun graphic in this slide template to convey a positive feeling. Personalize this slide template with your company’s logo. To add a logo to all slides, place it on the Slide Master. To access the Slide Master, on the Themes tab of the Ribbon, click Edit Master and then click Slide Master.Disclaimer: You understand that Microsoft does not endorse or control the content provided in the following presentation. Microsoft provides this content to you for informational purposes only; it is not intended to be relied upon as business or financial advice. Microsoft does not guarantee or otherwise warrant the accuracy or validity of this information and encourages you to consult with a business or financial professional as appropriate.RIEVA LESONSKY Founder and President, GrowBiz Media RievaLesonsky is founder and president of GrowBiz Media, a content and consulting company specializing in covering small businesses and entrepreneurship. A nationally known speaker and authority on entrepreneurship, Lesonsky has been covering America’s entrepreneurs for nearly 30 years. Before co-founding GrowBiz Media, Lesonsky was Editorial Director of Entrepreneur Magazine.
  • I like to speak spontaneously, so I use PowerPoint as an outline to keep me on track. It’s best to keep your PowerPoint text brief, simply reinforcing key points you will talk about at more length. You can use this slide template to convey a series of steps or related points in a short format.
  • Your introductory or title slide should convey the overall “feeling” and focus of your presentation. For instance, I typically present about small-business trends, new business ideas, growth opportunities or other positive trends. In this sample presentation, I’m talking about new business ideas, so I used a sun graphic in this slide template to convey a positive feeling. Personalize this slide template with your company’s logo. To add a logo to all slides, place it on the Slide Master. To access the Slide Master, on the Themes tab of the Ribbon, click Edit Master and then click Slide Master.Disclaimer: You understand that Microsoft does not endorse or control the content provided in the following presentation. Microsoft provides this content to you for informational purposes only; it is not intended to be relied upon as business or financial advice. Microsoft does not guarantee or otherwise warrant the accuracy or validity of this information and encourages you to consult with a business or financial professional as appropriate.RIEVA LESONSKY Founder and President, GrowBiz Media RievaLesonsky is founder and president of GrowBiz Media, a content and consulting company specializing in covering small businesses and entrepreneurship. A nationally known speaker and authority on entrepreneurship, Lesonsky has been covering America’s entrepreneurs for nearly 30 years. Before co-founding GrowBiz Media, Lesonsky was Editorial Director of Entrepreneur Magazine.
  • Transcript of "SME marketing & media"

    1. 1. K.I.S.S. This program introduces a simplified, straight forward approach to Marketing & Media. It is intended as an introductory course for non- marketing academics and practitioners. The objective is to give you a better understanding of marketing communications and how to use it in supporting your business.
    2. 2. “Failing to plan is planning to fail”
    3. 3. What is a Market? The set of actual and potential buyers of a product. These people share a need or want that can be satisfied through exchange relationships. Exchanges: act of obtaining a desired object from someone by offering something in return
    4. 4. What is Marketing? Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas and products to create exchanges that satisfy individual and organizational objectives.
    5. 5. What is a product? Products – goods, services or idea that have monetary value. (satisfy customer needs). Watch the product life cycle; but more important, watch the market life cycle.
    6. 6. What are Goods? Goods – things you can touch or hold.
    7. 7. What are Services? Services – you can’t physically touch – tasks performed for a customer.
    8. 8. What is Marketing Management? The art and science of choosing target markets and building profitable relationships with them.
    9. 9. What is Exchange? When the producer is someone other than the consumer, some form of exchange takes place. An exchange takes place every time something is sold in the marketplace.
    10. 10. What are functions of marketing? Activities that work together to get goods and services from producers to consumers. Each is essential and includes: • Distribution • Financing • Marketing Information Management • Pricing • Promotion • Selling What is the difference between sales and marketing?
    11. 11. Distribution Deciding where and to whom products need to be ready, convenient, and timely available to reach and to be sold to the final users.
    12. 12. Financing Getting the money necessary to operate a business.
    13. 13. Marketing Information Management Getting information to make sound business decisions. Usually obtained through marketing research. “Marketing is becoming a battle based more on information than on sales power.” “A man’s decisions are only as accurate as his information”
    14. 14. Pricing Price elasticity, How much to charge to maximize profits.
    15. 15. Promotion Communicating with potential customers to inform, persuade, or remind them about a business’s products
    16. 16. Selling Planned, personalized communication that influences purchasing decisions
    17. 17. DMP – Decision Making Process Initiator Influencer Decider Buyer User Most advertisers do not take this into consideration
    18. 18. Stages of the Buying Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post purchase Behavior It is important to advertise ;) Personal sources Commercial sources Public sources Experiential sources
    19. 19. Marketing Everything it takes from the creation of the product or service to the final sale and the Includes market research, product and positioning strategy, pricing, packaging, distribution, promotion, sales, etc.
    20. 20. Elements of a Modern Marketing System
    21. 21. Components of Strategic Marketing
    22. 22. Marketing Mix Product Price Place Promotion People Process Packaging
    23. 23. Promotion Mix Levitt found that: • Corporate advertising that can build up the company’s reputation will help the sales Representatives. • Sales representatives from well-known firms have an edge, but a highly effective presentation from a lesser known company’s rep can overcome that edge. • Company reputation helps most when the product is complex.
    24. 24. Shannon & Weaver communication theory Sender Encoding Message Decoding Receiver Noise Feedback Response Media
    25. 25. Developing & managing an advertising program Mission Sales goals. Advertising objectives. Money Stage in PLC. Market share & consumer base. Competition &clutter. Advertising frequency. Product substitutability. Message Message generation. Message evaluation & selection. Message execution. Social responsibility review. Media Reach, Frequency, Impact. Major media types. Specific media vehicles. Media timing. Geographical media allocation. Measurement Communication impact. Sales impact.
    26. 26. Steps in developing effective communication Identify target audience Determine objectives Design message Select Channel Establish budget Decide on media mix Measure results Manage integrated marketing communications
    27. 27. Cost-effectiveness of different promotional tools
    28. 28. Marketing Is Knowing The purpose of marketing research is to find out who wants or needs your product and under what conditions will they buy it. Then marketing strategy can be formulated to meet the needs of the target market.
    29. 29. Market Segmentation & Target Marketing Market Segmentation: Divide the market into segments of customers. • Geographic segmentation. • Demographic segmentation. • Psychographic segmentation. Target Marketing: Select the segment to cultivate.
    30. 30. Analyzing Competitors Three variables to monitor when analyzing competitors: • Share of market. • Share of mind. • Share of heart.
    31. 31. Influencing Buying Behavior Ernest Dichter’s research found: Consumers resist prunes because prunes are wrinkled looking and remind people of old age. Men smoke cigars as an adult version of thumb sucking. Women prefer vegetable shortening to animal fats because the latter arouse a sense of guilt over killing animals. Women don’t trust cake mixes unless they require adding an egg, because this helps them feel they are giving “birth.”
    32. 32. Maslow’s hierarchy of needs 1 2 3 4 5 1 2 3 4 5 Self-actualization needs Self-development and realization Esteem needs Self-esteem, recognition, status Social needs Sense of belonging, love Safety needs Security, protection Physiological needs Food, water, shelter
    33. 33. • POPULATION: 3.1 MLN • CAPITAL: MUSCAT • BORDERS: THE UNITED ARAB EMIRATES - NORTHWEST SAUDI ARABIA - WEST YEMEN - SOUTHWEST • ECONOMY: MIDDLE- INCOME DEPENDENT ON OIL RESOURCES FOCUSED ON - INDUSTRIALIZATION, PRIVATIZATION & DIVERSIFICATION. • AIMING SOCIAL WELFARE BENEFITS. Oman Media Scene
    34. 34. • TV is leading with highest reach, followed by Internet. • Internet reach is growing really fast. • Oman has low print & radio reach. • Oman TV, Al Jazeera & MBC 1 are the top TV channels. • Oman radio Shabab leads among radio stations. • Al Watan & Zahrat al Khaleej have the highest readership. Conclusion
    35. 35. Strengths Weaknesses Opportunities Threats SWOT Analysis
    36. 36. Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.
    37. 37. 5 tips on building brands 1. Have a clear PRODUCT FOCUS. 2. Make it different & MEANINGFUL. 3. Invest in COMMUNICATION. 4. Innovate CONSTANTLY. 5. Stay in touch with CUSTOMERS & STAFF.
    38. 38. Welcome to WWW 1. Facebook business page. 2. Twitter. 3. Instagram. 4. Website. 5. Blog.
    39. 39. USP - four major positioning errors 1. Under positioning. 2. Over positioning. 3. Confused positioning. 4. Doubtful positioning.
    40. 40. VIPS 1. Visibility. 2. Identity. 3. Promise. 4. Single minded.
    41. 41. AIDCA 1. Attention. 2. Interest. 3. Desire. 4. Conviction. 5. Action.
    42. 42. SEQU Standard Equivalent Unit 60” Radio = 30” TV = F/P IP F/C Magazine = ½ P IP B/W Daily Newspaper.
    43. 43. “It is more important to do what is strategically right than what is Immediately profitable.”
    44. 44. He who excels at resolving difficulties does so before they arise. He who excels in conquering his enemies triumphs before threats materialize - Sun Tzu, The Art of War
    45. 45. “Failing to plan is planning to fail”

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