short brief about marketing principles such as STP and 4Ps.

1. Marketing
Managements for
the 21st century

2. Table of contents;
▪ What is marketing?
▪ What is marketing management?
▪ Who is a marketer?
▪ The secret of strong organization
▪ 5 concepts of competing
▪ Need, want and demand
▪ Target market
▪ Positioning
▪ Segmentation
▪ What is 4Ps?
▪ Case Study
Defining
Marketing

3. About Me;
Line interior Design
Founder
2008-2012
The innovative soldier of
Hormozgan state for launching
automation their reporting system
2012-2013
Apple accessories
co-founder
2013-2014
International trade
expert of TPCO
(spare part)
2014
2014-2016
Marketing Supervisor/
e-commerce manager
of Soroush Mehr
(IT equipment and CCTV)
2015-2016
Marketing & Sales
supervisor of
Setareh Zayanderoud
(Sanitary ware)
2016-2017
Marketing Supervisor/
e-commerce manager
of TPCO
2017-2021
Digital Marketing
expert/CGM/ Brand
manager at Ramak
dairy co.

4. What is marketing?
Marketing is an organizational function and set of
processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization.
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me!
Philip Kotler
marketing author, consultant, and
professor

5. What is marketing management?
The art and science of choosing target
market and getting, keeping, and growing
customers through creating, delivering,
and communicating superior customer
value.
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me!
Jack Welch
CEO of GE

6. Who is a marketer?
Marketer are skilled at managing demand:
they seek to influence its level, timing, and
composition for goods, services, events,
experiences, persons, places, properties,
organization, information, and ideas.
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Manuel Arroyo
global CMO of Coca Cola

7. The secret of strong organization
Marketers must think like executives in
other departments, and executives in
other departments must think more like
marketers.
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me!
Phil Nike
Founder of NIKE

8. 5 concepts of competing
▪ The production concept
▪ The product concept
▪ The selling concept
▪ The marketing concept
▪ The holistic marketing concept
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me!

9. 5 concepts of competing
▪ The production concept
Consumers prefer to product that are widely
available and inexpensive.
Cost and availability are matters in this case.
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10. 5 concepts of competing
▪ The product concept
Consumer favor products offering the most quality,
performance, or innovative features.
Mindset: The GOOD product sell Itself.
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me!

11. 5 concepts of competing
▪ The selling concept
Companies choose aggressive promotes of their
products. Focus on advertising and selling.
Mindset: Sell more to more people, more often
for more money in order to more profit.
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me!

12. 5 concepts of competing
▪ The marketing concept
Focus on needs/ wants target market and delivering
value better than others.
Mindset: Focus on market, specially target market
and response their needs and wants.
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13. 5 concepts of competing
▪ The holistic marketing concept
Is based on the development, design and
implementation of marketing programs, processes
and activities. Four components of holistic marketing
are:
▪ Relationship marketing
▪ Integrated marketing
▪ Internal marketing
▪ Socially responsible marketing
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14. Marketing at one sentence.
Meeting Target audiences’
needs profitably.
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me!

15. Need, want and demand
Need: Basic Necessity feel deprived if
this is absents.
FOOD
Want: Given choices, this is what you
prefer.
Kalam Polo, Chicken, Burger, Qorme sabzi,
Dinner, Breakfast, …
Demand: A want that is supported by a
decision and capacity to buy.
Just a Lavash is within my budget!!!
Marketers influence wants
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me!

16. Target market
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me!
A target market refers to a group of potential customers
to whom a company wants to sell its products and
services.
They have similar characteristics including:
• buying geography
• buying power
• demographics
• incomes

17. Positioning
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me!
Positioning refers to the place that a brand occupies in
the minds of the customers and how it is distinguished
from the products of the competitors and different
from the concept of brand awareness.
Product Positioning Matrix
Time and money expenditure
Time and money expenditure
Perceived
Product
Value
Perceived
Product
Value
High
Low
Low
High
Economy Convenience
Prestige
Luxuries

18. Segmentation
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me!
segmentation is the practice of dividing your target market into
approachable groups. The 4 basic types of market segmentation are:
1. Demographic Segmentation
2. Psychographic Segmentation
3. Geographic Segmentation
4. Behavioral Segmentation Demographic
Behavioral
Psychographics
Geographic
Area
Country
Region
Usage
Purchase patterns
Attitude
Activities
Values
Age
Gender
Income

19. What is 4Ps?
McCarthy classified various marketing activities into a
marketing-mix tools of four broad kinds, which he
called the four Ps of marketing:
• Product
• Price
• Promotion
• Place
Product
Quality
Design
Features
Brand name
Packaging
Sizes
Services
Warranties
Retailers
List price
Discount
Allowances
Payment period
Credit terms
Price Promotion
Sales promotion
Advertising
Sales force
Public relation
Direct marketing
Place
Channels
Coverage
Assortments
Locations
Inventory
Transport
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me!

20. Case Study
When I drink a glass of milk, my stomach start to hurt, Dr said to me, I have lactose intolerance.
Problem: She/he wants to drink milk but couldn’t do that because of Lactose.
Solution:
• Amit milk from her/his daily meals
• Substituted a beverage/food that cover essential vitamins that receive from milk.
• Produce free lactose dairy milk
• Produce non-dairy milk
• Amit milk from her/his daily meals
• Substituted a beverage/food that cover essential vitamins that receive from milk.
• Produce free lactose dairy milk
• Produce non-dairy milk

21. Case Study
▪ Solution : Produce free lactose dairy milk.
▪ Target Market:
whom suffer from lactose intolerance
▪ Segmentation:
Gender: Women and Men
Aging: 20 to 45
Income status: C1 to A
Live in Iran in urban zones
The majority of them are employees, They concern about their health specially focus on Osteoporosis. They
often get information from digital platform specially in forum rooms. They fallow the latest news of
celebrities, sports and politics. They also believe in science and its achievements, they spend their free
time at gym, weekend gathering and café. After pandemic, they prefer to shop their daily goods online at e-
commerce platforms such as Okala. They drink two bottles of free lactose milk per week.
As a dairy marketing expert;

22. Case Study
As a dairy marketing expert;
Product Positioning Matrix
Time and money expenditure
Time and money expenditure
Perceived
Product
Value
Perceived
Product
Value
High
Low
Low
High
Economy Convenience
Prestige
Luxuries
Product
Quality
Design
Features
Brand name
Packaging
Sizes
Services
Warranties
Retailers
List price
Discount
Allowances
Payment period
Credit terms
Price Promotion
Sales promotion
Advertising
Sales force
Public relation
Direct marketing
Place
Channels
Coverage
Assortments
Locations
Inventory
Transport

23. Coming soon…
▪ Marketing and customer value
▪ Strategic plan
▪ Vision, mission and core values
▪ SWOT analysis
▪ Strategic formulation
▪ Contents of marketing plan
▪ The role of research
▪ From marketing plan to marketing action
▪ Case Study: sample marketing plan
Developing
Marketing
Strategy
and
Plan

24. LEARN continuously, there is always
“one more thing” to LEARN!
Steve Jobs