my first Marketing Presentation

1. Marketing Essentials

4. Successful marketing requires: P rofitable O ffensive (rather than defensive) I ntegrated S trategic (is future orientated) E ffective (gets results) Hugh Davidson 1972 POISE

5. Why Marketing?

22. Marketing Mix

26. Sales Volume STAGES Introduction Growth Maturity Decline Should the product be introduced Should the product strategy be changed Should the product be deleted The Product Life Cycle and Related Decisions

28. Price

32. Promotion

34. Setting the Promotion Mix Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Interaction, Relationship Building, Most Expensive Promo Tool Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Very Believable, Dramatize a Company or Product, Underutilized Nonpublic, Immediate, Customized, Interactive

35. Factors in Setting Promotion Mix Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up ( Pull ) Consumer Demand. Pull Strategy Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. Push Strategy Strategy Selected Depends on: Type of Product-Market & Product Life-Cycle Stage

37. SBU Analysis

39. BCG

40. Problems with BCG

49. Marketing Plan

51. Standard Planning Framework Analysis - where are we now? Objectives - where do we want to be? Strategies - which way is best? Tactics - how do we ensure arrival? Control - are we on the right track?

53. SWOT Analysis

55. Marketing Strategies & Tactics : One year plan Narrow focus Concerned with detailed schedules and costs, actions needed for one year plan Ex: Choice for advertising media 3+years plan Broad Focus Concerned with position in market, objectives, resources Ex: Brand Position Strategy Tactics

56. Schedule and Budget

57. Thank you  Khaled Elsaid Elashry APEX PHARMA Co. +20102540866 [email_address]