Welcome to Unit 3 Marketing
What is Marketing? <ul><li>It is all about identifying, anticipating and satisfying customer needs. </li></ul>
We Already Know That….. <ul><li>Objectives  set the targets for all organisations. A  strategy  is a plan devised to achie...
Strategic Marketing Objectives <ul><li>The  strategic objectives  that relate specifically to marketing include: </li></ul...
Tactical Marketing Objectives <ul><li>These are outlined through the marketing mix. The Marketing Mix looks at all aspects...
<ul><li>Mission statement </li></ul><ul><li>(e.g. to become the biggest </li></ul><ul><li>seller in the market) </li></ul>...
Product Objectives <ul><li>to improve product packaging </li></ul><ul><li>to launch new products </li></ul><ul><li>to upda...
Price Objectives <ul><li>to remain competitive </li></ul><ul><li>to reduce prices while maintaining returns </li></ul><ul>...
Promotion Objectives <ul><li>to maintain brand awareness </li></ul><ul><li>to increase brand loyalty </li></ul><ul><li>to ...
Place Objectives <ul><li>to increase product availability </li></ul><ul><li>to improve product delivery times </li></ul>
Marketing Strategy <ul><li>Needs to be devised to achieve the objectives described previously. </li></ul><ul><li>Again, th...
Marketing Strategy PRICING STRATEGY PROMOTIONAL STRATEGY PRODUCT STRATEGY DISTRIBUTION STRATEGY
Product Strategy <ul><li>Firms should carry out ongoing market research to ensure that they stay in touch with the wishes ...
Pricing Strategy <ul><li>Every decision to change a price should be taken as part of an overall strategic plan. Pricing st...
Promotional Strategy <ul><li>Raising the profile of the product through a range of promotional activities. A  campaign for...
Place and Distribution Strategy <ul><li>This strategy identifies a choice of suitable environment for the sale of the good...
<ul><li>Cadbury Snaps </li></ul>
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Introduction to Marketing

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Introduction to Marketing

  1. 1. Welcome to Unit 3 Marketing
  2. 2. What is Marketing? <ul><li>It is all about identifying, anticipating and satisfying customer needs. </li></ul>
  3. 3. We Already Know That….. <ul><li>Objectives set the targets for all organisations. A strategy is a plan devised to achieve these objectives. </li></ul><ul><li>But where do marketing objectives come from? </li></ul>
  4. 4. Strategic Marketing Objectives <ul><li>The strategic objectives that relate specifically to marketing include: </li></ul><ul><li>increasing sales </li></ul><ul><li>increasing market share </li></ul><ul><li>increasing product awareness </li></ul><ul><li>gaining a unique selling point </li></ul>
  5. 5. Tactical Marketing Objectives <ul><li>These are outlined through the marketing mix. The Marketing Mix looks at all aspects of marketing including; Product (features), Price, Place (where it is sold) and Promotion (advertising). </li></ul>
  6. 6. <ul><li>Mission statement </li></ul><ul><li>(e.g. to become the biggest </li></ul><ul><li>seller in the market) </li></ul>Strategic objectives (e.g. to increase sales by 10% in 12 months) Department or function objectives (e.g. to launch the new product successfully in the next 6 months) Tactical objectives (e.g. to set targets for sales staff) Day-to-day aims (e.g. to manage customer accounts and deal with problems)
  7. 7. Product Objectives <ul><li>to improve product packaging </li></ul><ul><li>to launch new products </li></ul><ul><li>to update and improve products </li></ul><ul><li>to improve after-sales service </li></ul><ul><li>to extend the life of the products </li></ul>
  8. 8. Price Objectives <ul><li>to remain competitive </li></ul><ul><li>to reduce prices while maintaining returns </li></ul><ul><li>to develop new pricing strategies (e.g. psychological pricing) </li></ul>
  9. 9. Promotion Objectives <ul><li>to maintain brand awareness </li></ul><ul><li>to increase brand loyalty </li></ul><ul><li>to develop memorable advertising </li></ul><ul><li>to widen the range of promotion options </li></ul>
  10. 10. Place Objectives <ul><li>to increase product availability </li></ul><ul><li>to improve product delivery times </li></ul>
  11. 11. Marketing Strategy <ul><li>Needs to be devised to achieve the objectives described previously. </li></ul><ul><li>Again, this can be described in terms of the marketing mix </li></ul>
  12. 12. Marketing Strategy PRICING STRATEGY PROMOTIONAL STRATEGY PRODUCT STRATEGY DISTRIBUTION STRATEGY
  13. 13. Product Strategy <ul><li>Firms should carry out ongoing market research to ensure that they stay in touch with the wishes of their customers. </li></ul><ul><li>Marketing departments must work closely with production and research and development (R&D) to ensure that new products in demand can be produced effectively. </li></ul>
  14. 14. Pricing Strategy <ul><li>Every decision to change a price should be taken as part of an overall strategic plan. Pricing strategies are many and varied. Any desire to remain competitive is likely </li></ul><ul><li>to be reflected in a price-based strategy. </li></ul>
  15. 15. Promotional Strategy <ul><li>Raising the profile of the product through a range of promotional activities. A campaign for a product is often run at the same time as some other promotion activity, such as a competition or free gift idea. </li></ul>
  16. 16. Place and Distribution Strategy <ul><li>This strategy identifies a choice of suitable environment for the sale of the goods. From the internet, vending machines and retail outlets. </li></ul>
  17. 17. <ul><li>Cadbury Snaps </li></ul>

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