Presentation on Marketing - U of Huddersfield & Kajire Girls
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This marketing presentation is a product of team of students from the University of Huddersfield, UK who mentored students from Kajire Secondary, Kenya in marketing, customer relations and business sustainability. Students communicated through skype and email in the first term of 2016. The cooperation was managed by student Chris Wainwright from the University of Huddersfield and Abuga Ezra, teacher and Sote ICT Club mentor at Kajire Secondary.
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Presentation on Marketing - U of Huddersfield & Kajire Girls
- 1. SKYPE SESSION - MARKETING Chris Wainwright, Andrew Cartledge, Malwina Gmyrek, Khamlin Ibrahim, Rebecca Jennings, Lewis Wilson, Edward Stone.
- 2. MARKETING OVERVIEW Marketing is widely used term in business which is used to describe the way companies communicate with their customers and their brand, goods, and services.
- 3. SEGMENTATION It is near impossible for a company to aim a product or service at the entire market. This is due to factors such as time, cost, and customer tastes and needs. Therefore in order to help target a specific customer group to aim a product to, a firm uses market segmentation to divide the market into groups based on certain characteristics. Segmentation could be done in lots of different ways, including: Demographic – These are key characteristics of customers, for example their age, gender, income (how much money they earn) or whether they have children. Geographic – This looks at where the customer lives. For example, a big city or a small village. Behavioural – This method is a bit more complicated but it means looking at how customers behave when they buy products. Do they buy lots of the same product very often or do they change what they buy each time? How often will customers use your product or service? What do they like in particular about your product?
- 4. 7 P’S OF MARKETING
- 5. WHY IS MARKETING IMPORTANT? Your business success lies primarily in its marketing. Most parts of your business depend on successful marketing. Overall, marketing covers advertising, public relations, promotions and sales. Without marketing, your business may offer the best products or services in your industry, but none of your potential customers would know about it. Without marketing, sales may crash and companies may have to close. Without marketing, your potential customers may never be aware of your business offerings and your business may not be given the opportunity to progress and succeed. Using marketing to promote your product, service and company provides your business with a chance of being discovered by prospective customers, leading to getting your business out there and therefore gaining higher sales.
- 6. CREATIVE MARKETING TOOLS • Use of colour – draws attention to your product • Business cards , brochures and flyers – a good way to summarise information about your business and products • Social media – Facebook, Twitter and YouTube are very popular and have millions of users. You can advertise at a very low cost. • Direct selling – although less popular now, some businesses still like to approach customers and sell products by approaching them directly. • Point of sale display – these are eye-catching stands which showcase your product.
- 9. SUMMARY • We’ve covered lots of information today, but the key areas are: • Marketing overview • Segmentation • 7Ps of Marketing • Why marketing is important • Creative marketing tools • Do you have any questions for us?
Editor's Notes
- Welcome to our first session. Today’s training will provide you with a basic overview of marketing. We’re going to be discussing what marketing is, why customers are important, and give you some idea about creative marketing tools which you can use in your own business.
- Marketing is a widely used term in business which is used to describe the way companies communicate with their customers and their brand, goods and services. It’s a strategy which most businesses use. It’s not focused on profit, but rather gaining a knowledge of customer needs and putting the customer at the centre of all their work. Marketing must work together with other parts of the business such as human resources, customer relationship management and finance, to ensure that your business is going to be successful. Customers are very important, which we’re going to talk about later. However, as a business, you need to recognise that you can’t really create a product or service which is suitable for everyone. Think about your favourite colour (maybe ask some of the children what their favourite colour is). Not everyone likes the same colour, and this is the same for products. For marketers to understand what products people like, they split the market into different parts. This is called segmentation, which we’re moving on to.
- Marketers can’t target their product at everyone because different customers have different likes and dislikes. As well as this, it is too expensive and takes too long to make your product appeal to everyone. So, segmentation is used to divide the market based on different characteristics. There are lots of different ways of doing this, but the basic ones are: Demographic – these are key characteristics of the customer which describe what they are like as a person. For example, how old they are, their gender, their income or whether they have children. Geographic – this looks at where a customer lives. For example, a customer who lives in a big city will like different products to a customer who lives in a small village. Behavioural – this method is a bit more complicated but is means looking at how customers behave when they buy products. Do they buy lots of the same product very often (we call these loyal customers) or do they change what they buy? How often will they use your product? (We call this usage rate). What do they like about your product? (This is benefits sought). To find out what each of these segments like, you need to do some market research. This means asking questions to your customer to find out what they want. You could ask questions like ‘how much would you pay for my product?’ and ‘what could be improved about my product?’. You should then collect all the results together and look at how your product could be changed to meet customer needs. Market research could also involve looking at whether anyone else offers a similar product to yours, and trying to find out what your product does that’s different. (This is called a unique selling point). It’s important to get to the heart of what a customer needs because they’re the people who will decide if your product is going to be successful or not. They will also help you to make money to cover costs such as producing your product and wages paid to staff.
- Marketing centres around 7 key words, all beginning with the letter ‘P’. We call this the marketing mix. This is useful when you’re trying to advertise your product. The marketing mix includes: Product – You should consider your product’s design (what does it look like, is it easy to use?), features (what does the product do?) and quality (how well made is it?). Marketers should also look at whether customers want the product, and whether anyone else makes a similar product. If they do, how could it be made more unique? Price – You should make sure that the price of your product is similar to what customers would be willing to pay for it, or to what competitors are offering it for. This is done by market research, as discussed earlier. You could offer a discount (money off) your product to get customers interested. Promotion – This is all about how you tell your customers about your product. We’re going to be moving on to advertising later. Place – This relates to where your product is sold. If you sell your product in areas where there aren’t many people, then you risk losing a profit as no-one really knows about you or your product. This is why promotion is important, to get the word out about your business. You should also think about how you’re going to deliver your product to the customer (this is called distribution, so are you going to deliver it to them, or are they going to collect it?), and where you’re going to store what you’ve made but not sold (inventory). Physical evidence – This is allowing the customer to see what they product will be like. For example if you to a shop to buy a dress, you will want to try it on to make sure it fits and looks good. If the shop is untidy, you’re unlikely to purchase that dress because this untidiness reflects badly onto the product. People – This is about the people selling your product (employees). They have to be well-dressed and polite, as this will make the customer feel more comfortable and more likely to buy the product. Process – This final P is a bit more complicated and fairly new. It is based around the theory that customers are not only buying the product but the experience which comes with it – such as how long they’ve had to wait in line or how fast delivery is. All these factors result in what customers think about not only your product but your business as well.
- As you can see marketing is a lot more than just advertising and involves a lot of time in planning the perfect product for their target customer. Your business success lies primarily in its marketing. Most parts of your business depend on successful marketing. Overall, marketing covers advertising, public relations, promotions and sales. Without marketing, your business may offer the best products or services in your industry, but none of your potential customers would know about it. Without marketing, sales may crash and companies may have to close. Without marketing, your potential customers may never be aware of your business offerings and your business may not be given the opportunity to progress and succeed. Using marketing to promote your product, service and company provides your business with a chance of being discovered by prospective customers, leading to getting your business out there and therefore gaining higher sales.
- There are multiple methods of marketing. The most popular ones are: 1) Advertising- This is a form of marketing communications and is intended to draw the customer to the product/service and hope it matches potential customer’s values, so he they purchase the product. Typical adverts include colours, humour, and catchy slogans in order to catch the consumer’s eye. This method happens all around us, there’s probably even some in your class room. This method can be used via television, billboards, internet etc. 2) Another method is Word of mouth marketing- This method does not involve the business doing anything but rather potential customer and current customers talking about the product provided. People are more likely to listen to close friends/family about a product as they can trust their opinion making it more or less likely that they will come to your store. Advertising is very popular and a chance to be creative. This means that your customers will be attracted to the product. Different tools could include: Use of colour – draws attention to your product Business cards , brochures and flyers – a good way to summarise information about your business and products Social media – Facebook, Twitter and YouTube are very popular and have millions of users. You can advertise at a very low cost. Direct selling – although less popular now, some businesses still like to approach customers and sell products by approaching them directly. Point of sale display – these are eye-catching stands which showcase your product.
- So, here are some examples of creative marketing tools. The picture on the left is an example of a business card. As you can see, these should be colourful and eye-catching. However, there isn’t a lot of text because too much will make it unappealing. You should include: your name, your company’s name, contact details and your logo. On the right is an example of a flyer. These should have big pictures, colours and bold font. There shouldn’t be too much text again – only basic information should be included. Although colour is good, try to stick to 2 or 3 different colours to keep your marketing tools professional.
- This is another creative marketing tool. It’s an online video on YouTube for a company which sells action cameras. They used ‘skateboarding cats’ and lots of people found the advert funny, which led the company to making more sales.
- We’ve covered lots of information today, but the key areas are: Marketing overview Segmentation 7Ps of Marketing Why marketing is important Creative marketing tools We will send a copy of this information and some handouts which you can use by email. Does anyone have any questions for us?