THE SO CALLED …MARKETING!!What Is It All About?
AgendaTopic                                                                    DurationMARKETING                          ...
Real Life Cases XXXXXXXX
Marketing
Science VS. Practice• It is well known that marketingas a science did not startbefore the 20th century, butmarketing as a ...
Social VS. Managerial• Marketing originally is a societalprocess by which individuals andgroups obtain what they need andw...
Understanding   Marketing
Understanding   Marketing
What is Market? PEOPLE
What is Market?BUT - not just ANY people, they have to have• Willingness to buy• Purchasing power (money)• Authority to buy
What is Marketing? Formal Def. 1    Process of planning and executing the     conception, pricing, promotion, and distribu...
What is Marketing? Formal Def. 2    Marketing deals with identifying and   meeting human and social needs. One of   the sh...
What is Marketing?  My Proposed Def.   Marketing is an organizational functionand a set of processes for identifying, crea...
What is Marketing?   It’s your   turn!!
Evolution of Marketing …Concepts        Concept                   Production         Product             Sales          Ma...
Evolution of Marketing … Roles
Values, Needs & WantsFundamental beliefs aboutwhat is desirable, worthwhile,and important to an individual       Values   ...
Values, Needs & WantsFundamental beliefs aboutwhat                       isdesirable, worthwhile, and      A state of felt...
Values, Needs & WantsFundamental beliefs aboutwhat is desirable, worthwhile,and important to an individual                ...
Marketing Debate          Does Marketing      Create or Satisfy Needs?
NOSingleAnswer
MarketingPlanning
Key Rules
Key Rules
Key Components Executive Summary (last step) Situational Analysis    Environmental Analysis    Internal Analysis Mark...
SituationalAnalysis
Environmental Analysis              EXTERNAL         F O R C E S - PEST Analysis                                Economic  ...
PEST Analysis     Political             Economic               Sociocultural        TechnologicalUS government is        S...
Porter Analysis   XXXXX        Low                      Medium        Significant entry        High bargaining        barr...
Porter Analysis
Internal AnalysisMarketing AuditQuestionnairesRunning Vs. New Business
Internal AnalysisCorporate ResourcesMarketing   Finance   R&D   Operations   Human       Information                      ...
Environmental Analysis
Internal Analysis
SWOT Analysis
SWOT Analysis
SWOT is notjust anice-to-have;it must beused!!
Strengths (S)                                  Weaknesses (W)                                                    S1: Highl...
CIAs                  XXXXX                             Area              Comment                             Product     ...
MarketingStrategy
Marketing Strategy                    STP           4PsSegmentation   Targeting   Positioning
Marketing Strategy                           STP    4Ps  Segmentation            Targeting   Positioning   CustomersDefini...
Marketing Strategy                                   STP    4Ps  Segmentation             Targeting          Positioning  ...
Marketing Strategy                                         STP       4Ps  Segmentation             Targeting          Posi...
Marketing Strategy                                         STP       4Ps  Segmentation             Targeting          Posi...
CasesSegmentation & Targeting     Product: Residential apartment located in New Cairo     Features: 300sqm –finished lux w...
CasesMulti Segments Targeting
CasesRe-Positioning                 From Search Engine                  to Social Network
CasesCompetitive Strategies
MarketingStrategyGolden Rule
Cascading Strategies             Promotion    Price                Place                 4Ps              Product
Cascading Strategies • Product Variety • Quality • Design • Features • Brand Name • Packaging • Size • Services • Warranti...
Cascading Strategies • Product Variety • Quality • Design                     • List Price • Features                     ...
Cascading Strategies • Product Variety • Quality • Design                                • Channels                     • ...
Cascading Strategies • Product Variety • Quality • Design                                • Channels                     • ...
MarketingPrograms
Objectives• SMART• Sales Forecast is the key objective• Other Examples of SMART objectives: • Traffic?? • Stores?? • Publi...
Organization• Organization Chart• JD• Key Personnel
Activities• Promotion • Offline Vs. Online • Below the Line Vs. Above the Lone• R&D
Budget &FinancialForecasts
Two Key Figures• Sales Revenues Forecasts• Marketing & Sales Expenses
Controls
Control Tools• Action Planning• Milestones• KPIs
SpecialTopics
Internet & MarketingThe Internet will create new winners !!“Kotler @ Millennium”Now: the wealthiest 10 around the world ar...
Conclusion
What To Do?  Research Your      Develop Your      Document into     Market            Strategy        Marketing Plan• Defi...
Just email me to receive your copies   of various marketing readings                 oselbadawy@gmail.com Keep in touch   ...
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Fifth day (part two)

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  • Scanning the Societal EnvironmentThe societal environment is scanned with what is called PEST analysis, which is Political-legal, Economic, Sociocutural, TechnologicalWe scanned the environment of the USA, the most significant for example in the economic, is the struggling US economy, the increasing of inflation and unemployment, & increasing personal income.For the technological for example is, that the USA considered the highest in investment in R & D, increasing number of Internet user and the spread of virtual storesFor the political legal, we found a stable democratic governmentAnd finally for the sociocutural, the increasing of environmental awareness and health consciousness, What are the conclusion from the societal scanning of the US that we get?? Let’s see next
  • Fifth day (part two)

    1. 1. THE SO CALLED …MARKETING!!What Is It All About?
    2. 2. AgendaTopic DurationMARKETING 10 mConcept … Definitions … Evolution … Key TerminologiesMarket PlanKey Rules, Templates?, Key Components, Situational Analysis, Marketing 30 mStrategy, Marketing Programs, Budget & ControlsSituational Analysis 20 mEnvironmental Analysis, Internal Analysis, SWOT AnalysisMarketing Strategy 20 mSTP + 4Ps Break 10 mMarketing Programs, Budgets & Controls 10 mSpecial Topic 5mInternet & MarketingWhat-to-Do summary 5mQ&A 10 m
    3. 3. Real Life Cases XXXXXXXX
    4. 4. Marketing
    5. 5. Science VS. Practice• It is well known that marketingas a science did not startbefore the 20th century, butmarketing as a practicestarted with the start ofmankind!!
    6. 6. Social VS. Managerial• Marketing originally is a societalprocess by which individuals andgroups obtain what they need andwant through interacting freely withothers, but when it comes formanagerial level its more formalprocess aiming primarily at sellingproducts.
    7. 7. Understanding Marketing
    8. 8. Understanding Marketing
    9. 9. What is Market? PEOPLE
    10. 10. What is Market?BUT - not just ANY people, they have to have• Willingness to buy• Purchasing power (money)• Authority to buy
    11. 11. What is Marketing? Formal Def. 1 Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals and organizational objectives. The American Marketing Association
    12. 12. What is Marketing? Formal Def. 2 Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is “meeting needs profitably.” Philip Kotler, Marketing Management, Millenium Edition
    13. 13. What is Marketing? My Proposed Def. Marketing is an organizational functionand a set of processes for identifying, creating, communicating, and delivering value to customers in ways that benefit the organization and its stakeholders.
    14. 14. What is Marketing? It’s your turn!!
    15. 15. Evolution of Marketing …Concepts Concept Production Product Sales MarketingApproach Buyers admire Good product is well made no more an Customer more Customer willAssumption product & can assurance for knowledgeable buy anyway praise quality & success among and less naive performance alternatives Efficiently Substantial Find wants andFocus produce large Product quality promotional fill them quantities effort Marketing execs Shaped by Shaped by Sales executive dominatingStrategy manufacturin designers and more admired through g executives engineers customer orientation How to better Sell the out MarketingSales Hard sell serve the put myopia customer
    16. 16. Evolution of Marketing … Roles
    17. 17. Values, Needs & WantsFundamental beliefs aboutwhat is desirable, worthwhile,and important to an individual Values Needs Wants
    18. 18. Values, Needs & WantsFundamental beliefs aboutwhat isdesirable, worthwhile, and A state of felt deprivation;important to an individual physical, social or individual. Values Needs Wants
    19. 19. Values, Needs & WantsFundamental beliefs aboutwhat is desirable, worthwhile,and important to an individual A state of felt deprivation; physical, social or individual. Values Needs Wants That form taken from a human need and shaped Into certain SOLUTION of a value to customers
    20. 20. Marketing Debate Does Marketing Create or Satisfy Needs?
    21. 21. NOSingleAnswer
    22. 22. MarketingPlanning
    23. 23. Key Rules
    24. 24. Key Rules
    25. 25. Key Components Executive Summary (last step) Situational Analysis  Environmental Analysis  Internal Analysis Marketing Strategy  Segmentation, Targeting & Positioning  Marketing Mix: 4Ps Marketing Programs Budget / Financial Forecasts Controls
    26. 26. SituationalAnalysis
    27. 27. Environmental Analysis EXTERNAL F O R C E S - PEST Analysis Economic D IR E C T F O R C E S - Porter Analysis Power of Buyers Governmental Social Political Suppliers Power of Actions Competition Rivarly Threat of Subsitutes Technology
    28. 28. PEST Analysis Political Economic Sociocultural TechnologicalUS government is Struggling US Increasing The highestConstitution-based economy (T) environmental investment of thefederal republic with awareness & health USA government in R Increasing Inflation &strong democratic unemployment (T) consciousness (O) & D (O)tradition (O) Declining mass extensive Energy prices technologically market increased, and food trends worldwide (O) prices decreased slightly (T) Increasing diversity of & (T) workforce and Consumer purchasing increasing number of markets decision is going user of internet (O) more towards low price (O) & (T) Changing pace and location of life & Non-store formats household (Especially Virtual Lower cost Stores) grew faster composition competition regional than the total retail and globally (T) industry (O) Increasing personal income (O)
    29. 29. Porter Analysis XXXXX Low Medium Significant entry High bargaining barriers, and economy power, but market is of scale growing and there’s a potentiality new customer groups Medium Total =Medium Rising bargaining Only government, no power, but there’s a foreign potentiality to eliminate suppliers High Rising sales of substitute Products
    30. 30. Porter Analysis
    31. 31. Internal AnalysisMarketing AuditQuestionnairesRunning Vs. New Business
    32. 32. Internal AnalysisCorporate ResourcesMarketing Finance R&D Operations Human Information Resources Systems
    33. 33. Environmental Analysis
    34. 34. Internal Analysis
    35. 35. SWOT Analysis
    36. 36. SWOT Analysis
    37. 37. SWOT is notjust anice-to-have;it must beused!!
    38. 38. Strengths (S) Weaknesses (W) S1: Highly efficient supply chain management W1: Decreasing Profitability. S2: Virtually connected Stores, and Head W2: The Stores are centralized in quarters W3: Negative corporate Image. S3: Every one clearly understand the structure W4: Tight Liquidity. S4: Marketing and promotion practices W5: No marketing division exists. S5: Value the employees and calling them W6: No R&D division exists. associate - partners rather than clerks Opportunities (O) SO Strategies WO StrategiesO1: The consumer purchasing decision is going S1O1 Continual focus on low prices W1O4 Develop more virtual products that canmore towards low price be online sold S2O2 Utilize technological tools to maintainO2: The extensive technologically trends in the and improve information network W2O3 Expanding in Europe and by reducingworld S4O2 Use the technology in making innovative distribution costO3: Existing only in stores a relatively small number marketing and promotion practicesof countriesO4: The increasing number of internet users S4O4 More focusing on the dot com businessO5: Different store types offer Wal-Martopportunities to exploit markets Threats (T) ST Strategies WT StrategiesT1: Increasing Inflation & unemployment S1T1 Use the efficient supply chain in W2T2 Expanding outside the to avoid moreT2: Being number one means higher exposure to decreasing the operation cost exposure to competitioncompetition S1T3 Use the efficient supply chain to maintain W6T3 Establishing R&D division to innovateT3: Lower cost regional and global manufacturing lower prices than global competitors and minimizing costsleading to price competition S4T2 Always keeping an edge in comparison toT4: Rivalry among competing firms is high competitorsT5: Non-store formats (Especially Virtual Stores)grew faster than the total retail industry S2T5 Developing the Wal-Mart virtual store to lead the market
    39. 39. CIAs XXXXX Area Comment Product Too narrow product line, and no capability to develop newCritical Improvement Areas Development products that would keep the company competitive and enable it to serve new markets/segments Research and Strong R&D function is essentially to help the company development develop new products, and to track technology changes and also to help the company having the propriety technology Marketing, Strong marketing function to develop the company and competitive marketing arm and skills, and support of competitive intelligence intelligence to scan and completely understand the industry and the market Costing Higher cost relative to competitors may deprive company from its current super profitability pricing advantages Internal The management skills needs to be fostered with special(CIAs) Management focus on human resources management (and more specific comp. & benefits) Communication Communications problems hinder the company performance especially wit regards to the culture diversity
    40. 40. MarketingStrategy
    41. 41. Marketing Strategy STP 4PsSegmentation Targeting Positioning
    42. 42. Marketing Strategy STP 4Ps Segmentation Targeting Positioning CustomersDefining differentgroups of Customerswho share a similar setof attributes. ProductsCan be also definedfrom products point ofview, so we haveproduct segments.
    43. 43. Marketing Strategy STP 4Ps Segmentation Targeting Positioning Customers TargetingDefining differentgroups of Customers This is simply towho share a similar set choose aof attributes. segment, or in other cases you may select to go Products mass!!  Single / MultiCan be also defined  Product /from products point of Marketview, so we have  Massproduct segments.
    44. 44. Marketing Strategy STP 4Ps Segmentation Targeting Positioning Customers Targeting positioningDefining different Act of designinggroups of Customers This is simply to the company’swho share a similar set choose a offerings andof attributes. segment, or in image to occupy other cases you a distinctive may select to go place in the Products mass!! mind of the target  Single / Multi marketCan be also defined  Product / segment.from products point of Marketview, so we have  Mass  PoPs Vs. PoDsproduct segments.  Identity Vs. Image
    45. 45. Marketing Strategy STP 4Ps Segmentation Targeting Positioning Customers Targeting positioningDefining different Act of designing 4ps = 4Csgroups of Customers This is simply to the company’swho share a similar set choose a offerings andof attributes. segment, or in image to occupy Product = Customer Solution other cases you a distinctive may select to go place in the Price = Customer Cost Products mass!! mind of the target Place = Convenience  Single / Multi marketCan be also defined  Product / segment. Promotion = Communicationfrom products point of Marketview, so we have  Mass  PoPs Vs. PoDsproduct segments.  Identity Vs. Image
    46. 46. CasesSegmentation & Targeting Product: Residential apartment located in New Cairo Features: 300sqm –finished lux with full services Price: LE 500,000 Payment Terms: 35% down payment – 65% 5 years installments Guess what are the Targeted Segments? B2B / B2C Demographics Socioeconomic Behavioral B+-A Owning at least Individual Married with Culture oriented one car Consumers Children Love to live calm Members in prestigious club
    47. 47. CasesMulti Segments Targeting
    48. 48. CasesRe-Positioning From Search Engine to Social Network
    49. 49. CasesCompetitive Strategies
    50. 50. MarketingStrategyGolden Rule
    51. 51. Cascading Strategies Promotion Price Place 4Ps Product
    52. 52. Cascading Strategies • Product Variety • Quality • Design • Features • Brand Name • Packaging • Size • Services • Warranties • Returning
    53. 53. Cascading Strategies • Product Variety • Quality • Design • List Price • Features • Discounts • Brand Name • Allowances • Packaging • Payment Periods • Size • Credit Terms • Services • Warranties • Returning
    54. 54. Cascading Strategies • Product Variety • Quality • Design • Channels • List Price • Features • Coverage • Discounts • Brand Name • Assortments • Allowances • Packaging • Locations • Payment Periods • Size • Inventory • Credit Terms • Services • Transport • Warranties • Returning
    55. 55. Cascading Strategies • Product Variety • Quality • Design • Channels • List Price • Sales Promotion • Features • Coverage • Discounts • Advertising • Brand Name • Assortments • Allowances • Sales Force • Packaging • Locations • Payment Periods • Public Relation • Size • Inventory • Credit Terms • Direct Marketing • Services • Transport • Warranties • Returning
    56. 56. MarketingPrograms
    57. 57. Objectives• SMART• Sales Forecast is the key objective• Other Examples of SMART objectives: • Traffic?? • Stores?? • Publicity??
    58. 58. Organization• Organization Chart• JD• Key Personnel
    59. 59. Activities• Promotion • Offline Vs. Online • Below the Line Vs. Above the Lone• R&D
    60. 60. Budget &FinancialForecasts
    61. 61. Two Key Figures• Sales Revenues Forecasts• Marketing & Sales Expenses
    62. 62. Controls
    63. 63. Control Tools• Action Planning• Milestones• KPIs
    64. 64. SpecialTopics
    65. 65. Internet & MarketingThe Internet will create new winners !!“Kotler @ Millennium”Now: the wealthiest 10 around the world areinternet made!!The internet for marketing  Knowledge  Reach
    66. 66. Conclusion
    67. 67. What To Do? Research Your Develop Your Document into Market Strategy Marketing Plan• Define • STP • Set Goals• Design • 4Ps (Sales Forecast)• Collect • Plan Activities• Analyze • Forecast a Budget• Document
    68. 68. Just email me to receive your copies of various marketing readings oselbadawy@gmail.com Keep in touch /in/oselbadawy /oselbadawy Thank You for Being My Audience 

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