2. Objectives
•To learn how to market a small/medium size
business in a cost effective manner
•To learn basic marketing concepts through a
practical and non-academic method
•To learn how to write a Marketing plan
•To provide techniques to implement different
aspects of a Marketing plan
2

3. Trends
• Globalization
• Privatization
• Direct Marketing
• Relationship Marketing
• One to One marketing
• E Commerce
• Direct Response Advertising
• Customization

8. First Things
First
8

9. Marketing
vs.
Selling
9

10. Competition
10

11. Segmentation

12. Competitive
Advantage
Q P
12

13. Positioning
“What is the first word that comes to your mind
when I say? ”
XEROX _____________________________________
LECICO _____________________________________
VOLVO _____________________________________
JUHEYNA _____________________________________
13

14. What are you
Selling?
Physical Product Perceived Value

15. Features/
Benefits
15

16. Feedback
Encode Channel Decode
Sender Receiver
Feed-back
16

17. What’s new?
Customer
Cost
Convenience
Communications
Community
17

18. Education
Awareness
Trial
Use
Loyalty
18

19. Education
ition
is
c qu Awareness
A
Trial
Use
on
en
ti Loyalty
R et
19

20. People
1:1
MICRO
MARKETING
SEGMENTED
MARKETING
MASS MARKETING

21. Segmentation
Geographic
Demographic
Behavioristic
Psycographic
21

22. Product
ble
gi ble gi
an
an tT
tT as
Mos Le
Durable goods Service industry
Non-durable goods

23. e
ibl
gi ble an
g
Tan s tT
st Lea
Mo
-6 -5 -4 -3 -2 -1 3 5
1 2 4 6
23

24. Packaging
24

25. Product
I G D
M

26. Product

27. Product
I
G D

28. Product
I
G I
D

29. Place
Wholesaler
Retailer
29

30. Pull Policy
Wholesaler
Retailer
30

31. Push Policy
Wholesaler
Retailer
31

32. Place
Raw Materials
Supplier
32

33. Nile Cotton Co.
Buttons STIA Hangers
VESTIA
Schick
33

34. Price
CEILING Demand
STRATEGIES
FLOOR Cost

35. Promotion…… What?
Sales Promotion
Publicity
Advertising
Personal Selling
Collateral

36. Promotion…… Why?
Create Awareness
Stimulate Demand
Encourage Trial
Identify Prospects
Retention
Trade
Fight Competition
36

37. Back to Product
i bl
e
gi ble
ng an
t Ta tT
os as
M Le
?

38. The Plan
Executive Summary
Environmental Analysis
SWOT
Marketing Objectives
Marketing Strategies
Implementation
Evaluation & Control
Other
38

39. THE PLAN
SWOT
Operational Marketing