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  1. 1. MARKETING MIX Mirjam Nilsson​
  2. 2. AGENDA Introduction​ Primary goals ​Areas of growth Timeline ​Summary​
  3. 3. INTRODUCTION At Contoso, we empower organizations to foster collaborative thinking to further drive workplace innovation. By closing the loop and leveraging agile frameworks, we help business grow organically and foster a consumer-first mindset. Presentation title 3 refers to a tool used by the entrepreneur to position the product in the target market segment to efficiently and effectively deliver it to the consumers. An entrepreneur uses Marketing Mix to convince the target consumers about the benefits of buying and consuming the product.
  4. 4. PRIMARY GOALS Annual revenue growth
  5. 5. QUARTERLY PERFORMANCE 4.5 3.5 2.5 4.3 2.8 1.8 4.4 2.4 5.0 3.0 2.0 2.0 - 1.0 2.0 3.0 4.0 5.0 6.0 Q4 Q3 Q2 Q1 Series 1 Series 2 Series 3 Presentation title 5
  6. 6. AREAS OF GROWTH Q1 4.5 2.3 1.7 5.0 Q2 3.2 5.1 4.4 3.0 Q3 2.1 1.7 2.5 2.8 Q4 4.5 2.2 1.7 7.0 Presentation title 6
  8. 8. MEET OUR TEAM Presentation title 8 TAKUMA HAYASHI President MIRJAM NILSSON Chief Executive Officer FLORA BERGGREN​ Chief Operations Officer RAJESH SANTOSHI​ VP Marketing
  9. 9. MEET OUR EXTENDED TEAM TAKUMA HAYASHI President GRAHAM BARNES VP Product MIRJAM NILSSON Chief Executive Officer ROWAN MURPHY SEO Strategist FLORA BERGGREN​ Chief Operations Officer ELIZABETH MOORE Product Designer RAJESH SANTOSHI​ VP Marketing ROBIN KLINE Content Developer 9
  10. 10. PLAN FOR PRODUCT LAUNCH Presentation title 10 PLANNING Synergize scalable e-commerce MARKETING Disseminate standardized metrics DESIGN Coordinate e- business applications STRATEGY Foster holistically superior methodologies LAUNCH Deploy strategic networks with compelling e- business needs
  11. 11. TIMELINE 11 SEP 20XX NOV 20XX JAN 20XX MAR 20XX MAY 20XX Synergize scalable e-commerce Disseminate standardized metrics Coordinate e- business applications Foster holistically superior methodologies Deploy strategic networks with compelling e- business needs
  12. 12. AREAS OF FOCUS 12 B2B MARKET SCENARIOS • Develop winning strategies to keep ahead of the competition • Capitalize on low-hanging fruit to identify a ballpark value • Visualize customer directed convergence CLOUD-BASED OPPORTUNITIES • Iterative approaches to corporate strategy • Establish a management framework from the inside
  13. 13. 13 Many factors go into a pricing model. Brands may: •Price a product higher than competitors to create the impression of a higher-quality offering. •Price a product similar to competitors, then draw attention to features or benefits other brands lack. •Price a product lower than competitors to break into a crowded market or attract value-conscious consumers. •Plan to raise the price after the brand is established or lower it to highlight the value of an updated model. •Set the base price higher to make bundling or promotions more appealing.
  14. 14. THANK YOU Mirjam Nilsson​ Promotion is the part of the marketing mix that the public notices most
  15. 15. SUMMARY Presentation title 15 At Contoso, we believe in giving 110%. By using our next- generation data architecture, we help organizations virtually manage agile workflows. We thrive because of our market knowledge and great team behind our product. As our CEO says, "Efficiencies will come from proactively transforming how we do business." •Where will people be looking for your product? •Will they need to hold it in their hands? •Will you get more sales by marketing directly to customers from your own e- commerce website, or will buyers be looking for you on third-party marketplaces? •Do you want to converse directly with your customers as they purchase, or do you want a third party to solve customer service issues?
  16. 16. HOW WE GET THERE Presentation title 16 ROI • Envision multimedia- based expertise and cross-media growth strategies • Visualize quality intellectual capital • Engage worldwide methodologies with web- enabled technologies NICHE MARKETS • Pursue scalable customer service through sustainable strategies • Engage top-line web services with cutting-edge deliverables SUPPLY CHAINS • Cultivate one-to-one customer service with robust ideas • Maximize timely deliverables for real-time schemas Here’s what you can do to ensure your people are making the right impact on your customers: •Develop your marketers’ skills so they can carry out your marketing mix strategy •Think about company culture and brand personality. •Hire professionals to design and develop your products or services. •Focus on customer relationship management, or CRM, which creates genuine connections and inspires loyalty on a personal level.
  17. 17. A company's packaging catches the attention of new buyers in a crowded marketplace and reinforces value to returning customers. Here are some ways to make your packaging work harder for you:
  18. 18. 19 A company's packaging catches the attention of new buyers in a crowded marketplace and reinforces value to returning customers. Here are some ways to make your packaging work harder for you: •Design for differentiation •Provide valuable information •Add more value.
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  23. 23. The term needs refers to consumer's desire for a products or service with a specific benefit, whether functional or emotional 26 A want is a desire for products or services that are not necessary, but consumers wish for. In economics, wants are defined as something that a person would like to possess, either immediately or at a later time
  24. 24. 27 Maslow’s Hierarchy of Needs Theory The physiological needs include food, clothing, shelter, water, and sleep. They are generally known as the basic needs of human beings. The physiological needs occupy the widest base in the hierarchy to indicate that all human beings have physiological needs. The safety needs rank second. These include personal security, employment, resources, health, and property safety. The theory suggests that the lower level of needs should fulfill first before satisfying the needs on the succeeding level. The social needs are on the third level in the hierarchy of needs. These include the needs of friends, acceptance, and love or belongingness. People who have fully satisfied the two lower levels will seek the needs of belongingness and acceptance. The need for self-esteem. These include respect, recognition, and honor by the community. The need to be popular or well-known is the very essence of selfesteem The highest level of need is self-actualization. This need is satisfied when people have finally realized their ultimate dream
  25. 25. WHAT IS BRAND? 28
  26. 26. FIRST 29 Brand is not a logo
  27. 27. SECOND 30 Brand is not an identity
  28. 28. FINALLY 31 Brand is not a product
  29. 29. WHAT IS IT THEN? 32 A brand is a person’s gut feeling about the product, service or organization.
  30. 30. WHY IS IT IMPORTANT? Because they create a platform of trust in which to generate long term value
  31. 31. WHY IS IT IMPORTANT? 1.To build product recognition and customer loyalty 2. To ensure quality and consistency 3. To capitalize on brand exposure
  32. 32. BRAND a name, term, design, symbol, or combination of these elements that identifies a product and distinguishes it from its competitors. 35
  33. 33. 36
  34. 34. THE BRAND ELEMENTS 37 Brand Name (or product brand) a word, group of words, letters, or numbers representing a product that can be spoken. Should be easily pronounced, distinctive, and recognizable What's a good brand name? A good brand name should have following characteristics: • It should be unique/distinctive (for instance- Kodak, Mustang) • It should be extendable. • It should be easy to pronounce, identified and memorized.
  35. 35. THE BRAND ELEMENTS 38 Brand Mark - the part of a brand that is a symbol or design. It may include distinctive colors or lettering A brand mark is the visual elements (symbol, art design, or image) of a company's brand that make it immediately recognizable. According to the Social Science Research Network, 65% of people are visual learners.
  36. 36. 39 A brand mark is a supportive element that helps customers identify a brand at once. When people see the brand mark, it should remind them of the unique characteristics of your company. A logo is a symbol made up of text and images used to identify a brand. It's created permanently and can sometimes undergo slight modifications. A logo shows what a brand does and values. It can be presented in the form of an abstract or figurative design or stylized brand name if this company has a high level of brand awareness. THE BRAND ELEMENTS
  37. 37. THE BRAND ELEMENTS 40 Trade Name (or corporate brand) identifies and promotes a company or a division of a particular corporation ◦ a) The legal name used while conducting business b) Used to promote a positive image of the organization (quality, value, reliability)
  38. 38. THE BRAND ELEMENTS 41  Trade Character - a brand mark with human form or characteristics
  39. 39. THE BRAND ELEMENTS 42  Trademark - a brand name, brand mark, trade name, trade character, or a combination of these, that given legal protection by the federal government
  40. 40. 43 The product that the entrepreneur intends to produce, and sell must instill in the minds of the target consumers. The product must satisfy the needs and wants of the target consumer better than the competitors. Knowing your customer is vital for any business endeavor. Successful business owners understand what their customers want and the most effective way of making their product or service available.
  41. 41. 44 Presentation title
  42. 42. 45
  43. 43. 46 A.Differentiate needs from wants. B. Enumerate and explain the five levels of needs based on Maslow’s Hierarchy of needs. C. Discuss the importance of branding in the practice of entrepreneurship.

Editor's Notes

  • our customer only cares about one thing: what your product or service can do for them. Because of this, prioritize making your product the best it can be and optimize your product lines accordingly. This approach is called “product-led marketing.” In a marketing mix, product considerations involve every aspect of what you're trying to sell
  • Promotion is the part of the marketing mix that the public notices most. It includes television and print advertising, content marketing, coupons or scheduled discounts, social media strategies, email marketing, display ads, digital strategies, marketing communication, search engine marketing, public relations and more
  • Where will you sell your product? The same market research that informed your product and price decisions will inform your placement as well, which goes beyond physical locations. Here are some considerations when it comes to place
  • people refers to anyone who comes in contact with your customer, even indirectly, so make sure you're recruiting the best talent at all levels—not just in customer service and sales force.
  • Design for differentiation. A good design helps people recognize your brand at a glance, and can also highlight particular features of your product. For example, if you’re a shampoo company, you can use different colors on the packaging to label different hair types.
    Provide valuable information. Your packaging is the perfect place for product education or brand reinforcement. Include clear instructions, or an unexpected element to surprise and delight your customers.
    Add more value. Exceed expectations for your customers and give them well-designed, branded extras they can use, like a free toothbrush from their dentist, a free estimate from a roofer, or a free styling guide from their hairdresser.
  • The field of economics strongly reiterates that human beings have insatiable needs and wants. The theory provides the entrepreneur a sound basis for determining which product to produce for the target consumers.