Marketing A1


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First session in "Marketing Principles series"

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Marketing A1

  1. 1. MARKETING #A1 MgShahawi!
  2. 2. >>A1's Main Points :- ➢ What's Marketing ? ➢ Know more about Marketing Process. ➢ Marketing Plan. ➢ Marketer Skills. ➢ Gamification.
  3. 3. 1.What is Marketing ?
  4. 4. #Marketing ? >> Selling and Advertising “ telling and selling ” Value >> Creating Customer and Relationships “ satisfying customer needs ”
  5. 5. >> Make selling unnecessary. >> Managing profitable customer relationships. >> Attract new customers by promising superior value and keep and grow current customers by delivering satisfaction.
  6. 6. >> “The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return” #
  7. 7. 2.Let's Know more about “Marketing Process”
  8. 8. #MarketingProcess ● ● ● ● ● Understand the marketplace and customer needs and wants. Design a Customer-driven Marketing strategy Construct an Integrated marketing program that delivers superior value. Build profitable relationships and create customer delight. Capture value from customers to create profits and customer equity.
  9. 9. 1- Understand the marketplace and customer needs and wants >> 5 core customer and marketplace concepts :(1) Needs and wants for Customer. (2) Market offerings (products, services,and experiences). (3) Value and satisfaction. (4) Exchanges and relationships. (5) Markets.
  10. 10. 2- Design a Customer-driven Marketing strategy ● ● ● Marketing management. What customers will we serve (what’s our target market)? How can we serve these customers best (what’s our value proposition)? ● Selecting Customers to Serve. ● Choosing a Value Proposition. ● Selling(inside-out) & Marketing(outside-in).
  11. 11. 3- Construct an Integrated marketing program that delivers superior value ● ● The marketing program builds customer relationships by transforming the marketing strategy into action. Marketing Mix :The four P's of marketing: -product -price -place -promotion
  12. 12. 4- Build profitable relationships and create customer delight ● Acquiring, keeping, and growing customers. ● Customer Relationship Levels and Tools. ● ● ● Not all customers are worth your marketing efforts. Two-Way Customer Relationships. Your job [as a brand] is to be part of other friends’ conversations. ● Consumer-Generated Marketing. ● Partner Relationship Management.
  13. 13. 5- Capture value from customers to create profits and customer equity ● ● Current and future sales, market share, and profits. Customer loyalty “ Rule #1—The customer is always right. Rule #2—If the customer is ever wrong,reread Rule #1 ” ● Share of market. ● Share of customer. ● Customer equity.
  14. 14. ..Building the Right Relationships with the Right Customers ● Strangers ● Butterflies ● True friends ● Barnacles Different types of customers require different relationship management strategies. The goal is to build the right relationships with the right customers.
  15. 15. ..The Changing Marketing Landscape ● The uncertain economic environment. ● The digital age. ● Rapid globalization. ● The call for more ethics and social responsibility. ● The growth of not-for-profit marketing.
  16. 16. 3.Develop your Marketing Plan!
  17. 17. #MarketingPlan! ● ● ● To provide direction and focus for your brand, product, or company. launch a new product or build sales for existing products. linked to the plans of other departments within the organization. ● The Role of Research. ● The Role of Relationships. ● Managers typically use budgets, schedules and performance standards for monitoring and evaluating results.
  18. 18. >> The main structure 1- Executive summary 2- Current situation 3- SWOT analysis 4- Marketing objectives and issues 5- Marketing strategy 6- Action plans 7- Resources required 8- Monitoring
  19. 19. Executive summary >>This section summarizes and overviews the main goals, recommendations, and points for senior managers who will read and approve the marketing plan. For management convenience, a table of contents usually follows this section.
  20. 20. Current situation >> In this section, marketing managers discuss the overall market, identify the market segments they will target, and provide information about a company’s current situation.
  21. 21. SWOT analysis >> A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis builds on the information you gathered in step two and identifies the major strengths, weaknesses, opportunities and threats with which your organization is faced.
  22. 22. Marketing objectives and issues >> A company’s objectives should be defined in specific terms so management can measure progress and plan corrective action, if needed, to stay on track. This section describes any major issues that might affect a company’s marketing strategy and implementation.
  23. 23. Marketing Strategy >> You can now outline a marketing strategy setting out the logic you'll use to achieve those objectives. >> This strategy will outline your target markets and give specifics of the mix of the "4 P's" (Product, Price, Promotion and Place ) your group will work with. >>Say how each strategy item responds to the items identified in your SWOT analysis.
  24. 24. Action plans >> Action programs should be coordinated with the resources and activities of other departments, including production, finance, and purchasing.
  25. 25. Resources required >> Managers use budgets to project profitability and plan for each marketing program’s expenditures, scheduling, and operations. >> Operating an effective marketing plan requires resources in people, money, and technology.
  26. 26. Monitoring/Controls >> Controls help management assess results after the plan is implemented, identify any problems or performance variations, and initiate corrective action. #
  27. 27. Or, Do it in 5 steps,,, “ 6 Lists ”
  28. 28. 1- Look inward. 2- Look outward. 3- Focus on strategy. 4- Set measurable steps. 5- Review often and revise.
  29. 29. 1- Look inward. >> Identify and Personality. >> Lists of ● Strength ● weakness ● Goals *Priority > More Important.
  30. 30. 2- Look outward. >> opportunities ” New product , New Market ” and Threats ” Competitors , advance in technology ” >> List of “ Ideal Market/Buyers ” - Message “ Identify ” - Media he uses.
  31. 31. 3- Focus on strategy. >> Narrow your focus to what's most in alignment with your identity and most attractive to your target market. >> Identify ---> Target Market
  32. 32. 4- Set measurable steps. >> Your marketing strategy should become a plan that includes monthly review, tracking and measurement, sales forecasts and expense budgets. >> These can include leads, presentations, phone calls, links, blog posts, page views, conversion rates, proposals and trips, among others.
  33. 33. 5- Review often and revise. >> Your assumptions will change, so adapt to the changing business landscape. Some parts of the plan also will work better than others, so review and revise to accommodate what you learn as you go. #
  34. 34. 4.Improve your Marketing skills.
  35. 35. #Expert's Views “ - Listen to what the brand needs. - Have a great marketing brief and excellent experience. - Work against the clock, because having a deadline will get the job done. - Be open. - Know what outcomes you need before doing anything else.” Mitch Joel
  36. 36. “ Know your audience. Be a good listener. Be open to new ideas. Be accurate but nimble. Know what the competition is doing. “ Brice Bay
  37. 37. “ Passion: Love marketing. Love telling a story. Curiosity: Social media, digital and mobile marketing have changed the marketing landscape. The ability to learn and stay with the latest trends and technology is essential. Communication: Articulate your point of view well via speaking and writing. Analytical: Understand how to use data intelligently to influence decisions and refine strategies. Experimentation: Try something new. Fail. Try again. “ Pam Didner,
  38. 38. “ Having a point of view. Wanting to help people learn and grow. Knowing how to tell a good story. Being a good listener. Making things simple. “ Mark Bonchek,
  39. 39. “ To be a great marketer you need to be: Curious. Open to new experiences. Analytical. Empathetic. Risk-taking “ Ahava Leibtag
  40. 40. 5.Finally, Do you hear about “Gamification?!”
  41. 41. #Gamification! >> Applying game design thinking to non-game applications to make them more fun and engaging. >> Gamification can potentially be applied to any industry and almost anything to create fun and engaging experiences, converting users into players.
  42. 42. >> Gamification is the use of game mechanics and game design techniques in non-game contexts. >> The infusion of game design techniques, game mechanics, and/or game style into anything.
  43. 43. Uses of Gamification - Improve user engagement. - Return on investment. - Data quality. - Timeliness. - Learning. ##
  44. 44. Thanks! :) MgShahawi!