World Federation of Engineering Organizations   Fédération Mondiale des Organisations d’Ingénieurs          ‫الـتــحـاد ال...
Marketing 4 Engineers             Why ?Cross department teamsCompetitive product developersMore career opportunitiesIt‘s w...
“Marketing is not aboutproviding products orservices”Marketing is about providing the correct bundleof benefits to the cha...
Knowledge is power – Information       builds knowledge     So let’s collect information but   ….  Why, How and What ?
WHY …. Collect information?
HOW... To collect information ?Secondary data - already exists,desk researchPrimary data -   firsthand
WHAT… Information? « The Extended Marketing Mix 7 Ps »Goods                  ServicesProduct     People     Physical Evide...
The Final Step                     « Promotion »CommunicationObjectives : To increase sales To create awareness To inform ...
PromotionSales (B2C,B2B)Different clientsDifferent communicationand sales methods
PeopleExternal Clients                   Internal Clients
People                                         External clients                                         (existing & potent...
People         (Segmentation)Demographic Factorso Ageo Sexo Occupationo Economic circumstanceso Roles and status
Targeting
People                              Internal clients       HR policy:- Motivation(yesterday, now & tomorrow)- Competences-...
ProductProduct LevelsProduct Life CycleProduct Development
Product LevelsCore benefit:your feelingActual product:what you can see andtouchAugmented Product:Added value
Product Development
Product Life Cycle (PLC)
Place- Which ? Channels- How ? Sales support- Why ? Increasingsales, lower costs …
Physical Evidence-Premises, Equipment,-Furniture, Uniform etc-The moment of truth
ProcessesAligning all aspects of theorganization with the wantsand needs of clients
Price The 5 CsCostsCustomersChannelsCompetitionCompatibility
Forgotten something?
Sure did….. Our Competitors! Use The 7 Ps      &Win Market Shares
Our Market Position                      LuxeClassique                          Tendanc                                   ...
Some Examples
Product & PricePlacePhysical EvidencePromotion
SAS & Janne Carlzon                                     Product      – business class                                     ...
We have 50,000 moments of truth                     every day.Processes - Delegating responsability away from management"P...
Sony Ericsson                    Product:                    Partnership                    Sony + Ericsson + Microsoft   ...
Back to Communication &the difficulty to get through
So where shall I put my Ad budget?Digital Marketing        &                              iAD &  Social Media             ...
Tomorrow’s profession…….  Marketing Engineers
Remember ?Marketing is about providing the correct bundleof benefits to the changing needs and demands                 of ...
Thank you for your attention
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Marketing 4 engineers

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Marketing 4 engineers

  1. 1. World Federation of Engineering Organizations Fédération Mondiale des Organisations d’Ingénieurs ‫الـتــحـاد الــدولي للمــنظــمات الهــندسيــة‬Marketing 4 Engineers
  2. 2. Marketing 4 Engineers Why ?Cross department teamsCompetitive product developersMore career opportunitiesIt‘s what the market need
  3. 3. “Marketing is not aboutproviding products orservices”Marketing is about providing the correct bundleof benefits to the changing needs anddemands of the customer
  4. 4. Knowledge is power – Information builds knowledge So let’s collect information but …. Why, How and What ?
  5. 5. WHY …. Collect information?
  6. 6. HOW... To collect information ?Secondary data - already exists,desk researchPrimary data - firsthand
  7. 7. WHAT… Information? « The Extended Marketing Mix 7 Ps »Goods ServicesProduct People Physical EvidencePrice ProcessesPlacePromotion
  8. 8. The Final Step « Promotion »CommunicationObjectives : To increase sales To create awareness To inform To remind To reassure To create an image Tools Digital marketing, Trade fairs, Media, Mailing, To modify attitudes Direct Ad, Cinema, Packaging, Flyers etc.
  9. 9. PromotionSales (B2C,B2B)Different clientsDifferent communicationand sales methods
  10. 10. PeopleExternal Clients Internal Clients
  11. 11. People External clients (existing & potential):Who are our existing / potentialcustomers?What are their current / future needs?How can we satisfy these needs?Why should customers buy from us?
  12. 12. People (Segmentation)Demographic Factorso Ageo Sexo Occupationo Economic circumstanceso Roles and status
  13. 13. Targeting
  14. 14. People Internal clients HR policy:- Motivation(yesterday, now & tomorrow)- Competences- Career opportunities- Communication interne
  15. 15. ProductProduct LevelsProduct Life CycleProduct Development
  16. 16. Product LevelsCore benefit:your feelingActual product:what you can see andtouchAugmented Product:Added value
  17. 17. Product Development
  18. 18. Product Life Cycle (PLC)
  19. 19. Place- Which ? Channels- How ? Sales support- Why ? Increasingsales, lower costs …
  20. 20. Physical Evidence-Premises, Equipment,-Furniture, Uniform etc-The moment of truth
  21. 21. ProcessesAligning all aspects of theorganization with the wantsand needs of clients
  22. 22. Price The 5 CsCostsCustomersChannelsCompetitionCompatibility
  23. 23. Forgotten something?
  24. 24. Sure did….. Our Competitors! Use The 7 Ps &Win Market Shares
  25. 25. Our Market Position LuxeClassique Tendanc e Moins Luxe
  26. 26. Some Examples
  27. 27. Product & PricePlacePhysical EvidencePromotion
  28. 28. SAS & Janne Carlzon Product – business class People – an ongoing trainingHe revolutionized the airline program «putting people first»industry through an unrelentingfocus on customer service quality.
  29. 29. We have 50,000 moments of truth every day.Processes - Delegating responsability away from management"Problems are solved on the spot, as soon as they arise. No front-line employeehas to wait for a supervisors permission."Promotion - Communication“I learned that, before you reach an objective, you must be ready with a new one, and youmust start to communicate it to the organization. . . But it is not the goal itself that isimportant."
  30. 30. Sony Ericsson Product: Partnership Sony + Ericsson + Microsoft Product Development PLC – Product Life CyclePeople:Targetingage, technical interest…Promotion:February 2011
  31. 31. Back to Communication &the difficulty to get through
  32. 32. So where shall I put my Ad budget?Digital Marketing & iAD & Social Media Smartphone Shall I forget … Printed Ad?
  33. 33. Tomorrow’s profession……. Marketing Engineers
  34. 34. Remember ?Marketing is about providing the correct bundleof benefits to the changing needs and demands of the customer
  35. 35. Thank you for your attention

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