• Marketing is the process of communicating the
finished product or service to customers.
• It is the common link between the final product
and the customer.
• It is also interpreted as the art of selling products
by attracting customers.
• It is one of the founding pillars of any business
Product → Solution
Promotion → Information
Price → Value
• Marketing research involves conducting
and collecting research activities and
• Marketing research provides the
relevant, accurate, reliable, valid, and
current information about customer's
taste, needs and the latest fashion and
• It includes both qualitative and
Market Analysis &
Make sure you include:
• who will buy your product or service.
• where your market is located:
local, regional, state, national or international.
• the state of the market: is it
growing, declining, segmented.
• market influences such as seasonal price
fluctuations or trends.
• the price range: based on your target market will it
be high, low or in the middle.
• Marketing Planning involves forming a plan to undertake various
• A Market Plan should include the following:
1. Financial data—Facts for this section will come from management
accounting, costing and finance sections.
2. Product data—From production, research and development.
3. Sales and distribution data — Sales, packaging, distribution sections.
4. Advertising- sales promotion, merchandising data.
• Understanding Customer
Develop a clear picture the target customer using market research
and analysis. Understand the needs and wants of the customer.
• Analyze the Market
Some basic market research allows find market data such as total
available market, market growth), market trends, etc.
• Analyze the Competition
Research and assess the strengths and weaknesses to formulate a
competitive marketing strategy.
• Medium of Advertising
Choosing the most suitable and affordable means of advertising
and marketing the product.
• Analyze the Financials
Keeping in mind the budget and financial capacity of the business.
• Review and Revise
Continuously evaluate the effectiveness of your marketing
strategy, and revise or extend as needed.
• Advertising is a form of communication of marketing
and promoting products among the customers.
• Advertising messages are usually paid for
by sponsors and viewed via various traditional media;
including mass media such as
newspaper, magazines, television commercial, radio
advertising, blogs, websites or text messages.
• Advertising is very costly but is still done with the hope of
increase in sales and revenue.
Types of Advertising
Things to keep in mind:
• who and where they are
• how you'll position your product or service against
• your product/service features against theirs and
what gives you a competitive edge
• the benefit/s of your service/product to the
• comparison of your pricing, promotion and
Competitor Analysis - SAMPLE
Their name When they
• A strategic SWOT
(strengths, weaknesses, opportunities and
threats) analysis will help you turn your
knowledge into strategy which you can then
turn into actions.
• It provides direction to the business and its
• Lists ways you can capitalise on your strengths
and take advantages of opportunities.
SWOT Analysis- SAMPLEStrengths Weaknesses
Advantages the business can exploit, e.g.
good customer service
Areas of the business that need to be acted
not enough staff training
Opportunities Strategies using strengths to address
Strategies to reverse weaknesses to address
Marketplace areas that can be
built on, e.g.
gaps in the market
Ways to take advantage of business strengths,
promoting good customer service to
attract competitor’s customers
Ways to ensure weaknesses don’t hamper
hiring an experienced trainer to upskill
provide better customer service,
something no one is offering well at the
Threats Strategies to counter threats with strengths Strategies to fix vulnerabilities
External issues that could affect
the success of the business, e.g.
decrease in consumer
sudden increase in costs
Ways to use business strengths so threats are
not a problem, e.g.
launching new product to revitalise
Ways to address areas where the business
may be vulnerable, e.g.
utilising new technologies or social
media to reach potential customers
adapting green practices to minimise