Slides content: - What is marketing ? - Marketing mix (7 Ps) - What is brand ? - The importance brand - The disciplines of brand building

1. Intro to marketing
& branding
Ahmed Kamal

2. 2
What i s mar keti ng ?

3. What is marketing ?
3
• Philip Kotler defines marketing as "Satisfying needs and wants
through an exchange process"
• Marketing is what you say and how you say it when you want to
explain how awesome your product is and why people should buy
it.
• The action or business of promoting and selling products or
services, including market research and advertising

4. Company hierarchy
4
Chief Executive Officer (CEO)
• Production & processing (Main)
• Finance (Main)
• Human recourses (HR)
• Marketing
• Logistic
• Research & Development (R&D)

5. Marketing hierarchy
5
• Sales
• Public Relations (PR)
• Fundraising
• Media

6. Marketing mix (7Ps)
6
• Product
• Price
• Place
• Promotion
Processing
People
physical evidence

7. Marketing target
MM.DD.20XX7
• For clients (5As): (Awareness, Association, Attitude, Attachment and
Action)
• For Market: (Sales, Market share, Leadership)
• For investors: (Profits, ROI, Stocks)

8. 8
1- Product

9. 9
Levels of product
Core product Tangible product Augmented product

10. Effect of product on
marketing
10
oPresentation
oGrowth
oCost reduction
oSafe exit
Sales
Time

11. 11
2- Promotion

12. Promotion mix
12
• Advertising
• Sales promotion
• Personal selling
• Public relations (PR)
• Direct Marketing: Online

13. Advertisements’ types
13
• Informative
• Persuasive
• Reminding
• Supporting
• Institutional

14. How to make an Advertisement (5Ms)
14
• Mission
• Money
• Message
• Method
• Macro scheduling

15. Sales promotion
15
• Free samples
• Sponsoring
• Coupons
• Discounts
• Seasons and feasts
• Prizes

16. Sales promotion objective
16
• Get rid of stores’ old shipments
• Attract new customers
• Cash

17. Personal selling
17
• Selling products that are complicated, have a high price or have
many competitors
• Customer relationship management
• Have more info about the market, distributors and supplier

18. Public relations (PR)
Corporate Social Responsibility (CSR)
18

19. 19
3- Price

20. Market types
20
Business to Business (B2B) Business to Customer (B2C)

21. Factors affecting Pricing
21
Inside factors
• Organization objective
• Cost
• Organizational Consideration
Outside factors
• Demand
• Competitors
• Economic condition
• Stakeholders
• Government
• Social concerns (CSR)

22. Pricing methods
22
• Market penetration
• Market Abrasion
• Market price
• Psychological pricing
• Promotional pricing
• Geographic pricing
• Demographic pricing
• Break-even point

23. 23
4- Place

24. How to select your target (Place)
24
Geographic basis
Demographic basis (Age, income,
education, sex, education, ..)

25. Targeting strategies
25
• Mass marketing
• Sectors marketing
• Focus marketing
• Micro marketing

26. Branding

27. 27

28. What is brand ?
28
• A brand is a person’s gut feeling about a product, service, or
company.
• It’s not what you say it is, it’s what they say it is.

29. What is brand ?
29
Successful brand automatically reflects on the customer mind:
• Core benefits and Competitive Advantages of the product
• Core Brand Values
• Brand Essence
• Brand Personality

30. What is the first thing popped up to your mind ?
30

31. What is the importance brand ?
31
• People have too many choices and too little time
• Most offerings have similar quality and features
• We tend to base our buying choices on trust

32. 32
Trust comes from meeting and beating customer expectations.

33. 33

34. 34
A CHARISMATIC BRAND is any product, service,
or organization for which people believe there’s
no substitute

35. Brand elements
37
• Name
• Logo
• Slogan
• Shapes
• Colors
• Sounds
• Scents
• Tastes
• Movements

36. 38
The disciplines of brand-building

37. 39
Differentiate

38. Differentiate
40
• Our brains act as filters to protect us from too much information.
• We’re hardwired to notice only what’s different

39. MM.DD.20XXADD A FOOTER41

40. Toyota Prius
42
• The undisputed leader in the segment is Toyota Prius, with US sales
of over 18,000 units in March 2011, according to
www.hybridcars.com. The number two brand, Honda Insight, is far
behind with only 2700 units sold.

41. 43
Focus

42. Focus
44
• Any major decision regarding a new product launch, accessing new
distribution channels, or entering a new market has to start with an
important question: Is this new initiative in line with what the
company is known for?
• A brand that wants to be too many things ends up being nothing,
and give specialized competitors the opportunity to claim a slice of
the market. Loss of focus leads to brand failure.

43. Focus
45
• RIM, the maker of the Blackberry smart
phones, decided to compete head-to-
head with Apple for a slice of the
consumer market instead of focusing
on the market segment where the
company has a strong competitive
advantage: business customers. The
result: RIM has recently laid-off 4500
employees, and the company struggles
to remain relevant.

44. Focus
46
• Dell Computer became the number
one computer manufacturer because of
the ability to customize each system
and sell it directly to the end user.
When they started distributing their
product through brick and mortar
stores they lost the leadership position
to HP.

45. 47
PORSHE = Sports car (Focused)
PORSHE = Sports car + Suvs (Unfocused)

46. 48
Simplicity

47. Simplicity
49
• Simplicity means focusing on the essentials and leaving the rest out.
In terms of product, simplicity might mean “easy to use”. In
Marketing Communications it means using plain language and
getting to the point quickly. Less is more. Simple is better.
• Brands have about 10 seconds to make a first good impression.
That’s why the KISS (keep it simple stupid) principle is highly
effective and recommended.

48. 50
INNOVATION

49. Innovation
51
• Creativity is what gives brands their traction in the marketplace
• Why do companies have so much trouble with creativity?
Because creativity is right-brained, and strategy is left-brained

50. 52
Visual Appeal

51. Visual Appeal
53
• Between two products with the same features consumers will
choose the one that looks more attractive to the eye. That’s
because visual appeal is usually associated with a better user
experience and functionality.

52. 54
Continuity

53. Continuity
55
• People trust the brand that it will deliver what ever it promised
based on past experience, they know what to expect. Hence
continuity is an important principle to develop brand equity and
trust on the long term. Stable brands and predictable outputs will
contribute significant to risk reduction.

54. References
56
• www.neutronllc.com
• https://tamersalah.com/branding/

55. THANKYOU!
Ahmed Kamal
Phone:
01212049440
Gmail:
Eng.ahmed.kamal.96@gmail.com
Facebook:
https://www.facebook.com/ak.camo