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Marketing Strategy Assessing & Estimating Market Demand

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Mostafa Ewees
Mostafa Ewees
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Marketing Strategy Mostafa Ewees (PhD) Stanford University at California Assistant Professor at German University in Cairo (GUC) EDUCATIONAL CONSULTANT Assessing & Estimating Market Demand
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Minute
Class objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Our perspective in this class ,[object Object]
Understanding Customer Behavior Opportunity Assessment Marketing Strategy Marketing Assets Segmentation Targeting Positioning 4Ps: . Product . Price . Distribution . Promotion Financial Position The Chain of Marketing Productivity
Some theory ,[object Object]
Market definitions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Methods for market demand assessment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Methods for market demand assessment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recommendations for market demand assessment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Product Development Process Concept Development and Testing Marketing Strategy Development Idea Screening Idea Generation Analysis Sales, Costs, Profits Product Development Market Testing Commerciali- zation
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Decision Making – Hierarchy of Effects Model
Analyzing Consumer Preferences – Concept Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Analyzing Consumer Preferences – Conjoint Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Analyzing Consumer Preferences – Conjoint Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The case ,[object Object],[object Object]
[object Object]
Would you launch?
Nestle Refrigerated Foods: Contadina ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Here I am, stuck in the middle with you?
What Nestle Refrigerated Foods did next ,[object Object],[object Object],[object Object],[object Object],[object Object]
Class objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Homework for next class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Marketing Strategy Assessing & Estimating Market Demand

  • 1. Marketing Strategy Mostafa Ewees (PhD) Stanford University at California Assistant Professor at German University in Cairo (GUC) EDUCATIONAL CONSULTANT Assessing & Estimating Market Demand
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  • 6. Understanding Customer Behavior Opportunity Assessment Marketing Strategy Marketing Assets Segmentation Targeting Positioning 4Ps: . Product . Price . Distribution . Promotion Financial Position The Chain of Marketing Productivity
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  • 12. The Product Development Process Concept Development and Testing Marketing Strategy Development Idea Screening Idea Generation Analysis Sales, Costs, Profits Product Development Market Testing Commerciali- zation
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  • 21. Here I am, stuck in the middle with you?
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