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Marketing Mix and other Marketing stuff


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Marketing Mix and other Marketing stuff

  2. 2. Marketing
  3. 3. Marketing  is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service.  It is a critical business function for attracting customers.
  4. 4.  Marketing activities are numerous and varied because they basically include everything needed to get a product off the drawing board and into the hands of the customer. The broad field of marketing includes activities such as:  Designing the product so it will be desirable to customers by using tools such as marketing research and pricing.
  5. 5.  Promoting the product so people will know about it by using tools such as public relations, advertising, and marketing communications.  Setting a price and letting potential customers know about your product and making it available to them.
  6. 6. Marketing Philosophies
  7. 7. Five Marketing Philosophies  The Five Marketing Philosophies help determine the management of marketing. Companies approach and conduct business in different ways in order to achieve their organizational goals. The five competing concepts by which companies are guided in their marketing efforts are:
  8. 8. 1. Production concept, which is based on the fact that consumers favor products that are available and affordable.
  9. 9. 2. Product concept, which is based on ways to improve the quality, performance, and features to attract buyers. This philosophy tends to spend too much time adding features to their products, rather than thinking about what people actually need and want.
  10. 10. 3. Selling concept, which places the focus on sales rather than what people actually need or want. Most of the time the product is misrepresented which results in high customer dissatisfaction.
  11. 11. 4. Marketing concept, which focuses on what people need and want more than the needs of the seller. This concept is about the importance of satisfying the customer’s needs to achieve company success. Products are developed around those needs and wants.
  12. 12. 5. Societal marketing concept, which not only uses the same philosophy as the marketing concept, but also focuses around the products benefit to the betterment of society as a whole. Greater emphasis is put on environmental impacts, population growth, resource shortages, and social services. The marketing concept relies upon marketing research to define market segments, their size, and their needs. The marketing department makes the appropriate decisions to satisfy those needs.
  13. 13. Market Segmentation
  14. 14. Market segmentation  is the technique used to enable a business to better target it’s products at the right customers.  It is about identifying the specific needs and wants of customer groups and then using those insights into providing products and services which meet customer needs.
  15. 15. Segments are usually measured in terms of sales value or volume. In the diagram, segment B is twice the size of segment C:
  16. 16. Why do businesses need to segment their markets? Because customers differ in the: . • Benefits they want • Amount they are able to or willing to pay • Media (e.g. television, newspapers, and magazines) they see • Quantities they buy • Time and place that they buy
  17. 17. An ideal market segment meets all of the following criteria:  It is possible to measure.  It must be large enough to earn profit.  It must be stable enough that it does not vanish after some time.  It is possible to reach potential customers via the organization's promotion and distribution channel.
  18. 18. An ideal market segment meets all of the following criteria:  It is internally homogeneous (potential customers in the same segment prefer the same product qualities).  It is externally heterogeneous, that is, potential customers from different segments have different quality preferences.  It responds consistently to a given market stimulus.  It can be reached by market intervention in a cost-effective manner.  It is useful in deciding on the marketing mix.
  19. 19. Market research is any organized effort to gather information about The termor commonly interchanged with marketing markets is customers. It is a very important research; however, expert practitioners may wish to component of business strategy. draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets.
  20. 20. Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product. Peter Drucker believed market research to be the quintessence of marketing.
  21. 21. Marketing research  It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services.  The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.
  22. 22. Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
  23. 23. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.
  24. 24. Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.
  25. 25. Functions That Illustrate the Importance of Marketing  Marketing is an important concept in business and one that several business functions are affected by.  The importance of marketing is always increasing. Marketing is perhaps the most important component in determining a business’ profitability and success. There are five functions that clearly illustrate the importance of marketing in a business.
  26. 26. Customer The customers’ needs, wants and demands are what a business caters to. How well the business captures customers’ attention through marketing its products and services affects how many customers spend money with the business. Without promotion, the customers do not know what a business has to offer.
  27. 27. Finance The more effectively marketed a business is, generally the more financially successful and stable it is. Finances affect how many goods a business can produce, since supplies for manufacturing cost money and labor does, too. However, without marketing, a business may have trouble selling its products even if it has the finances to produce them.
  28. 28. Human Resources Every business needs human resources to serve as labor. Human resources are how the business makes it products or provides its services. Yet, a business can have a plethora of human resources, but if it doesn’t have the marketing to capture the customers, the goods or services won’t sell, so the business won’t flourish.
  29. 29. Production The more products a business manufactures, the more goods it has to sell and the more potential earnings it has to make. A business can have a warehouse full of products, but without the marketing to sell them, they are profitless inventory.
  30. 30. Competition As certain goods and services become more popular, more businesses start offering them, making competition for them keener. Marketing helps make your business stand out so that customers will prefer to buy from you than from businesses that offer similar goods and services.
  31. 31. Soap for the The 5 P’s of: GODS Savon de Dieux Home
  32. 32. What does the customer want from the  Pollution is one of the main sources of product/service? What the skin. does it damage to needs satisfy?  As smog, dirt and dust float through the air, they often come in contact with the sun’s ultraviolet rays, which create free radicals, highly charged oxygen molecules that are harmful to the skin and the body.
  33. 33.  Free radicals attack cells and damage it, and both air and water pollution can strip the skin of moisture, causing discoloration, fine lines and wrinkles.  The customers’ demands/wants a new product that will act as a face and body soap.
  34. 34.  They want an all-natural beauty soap that will protect our skin from pollution and from harmful rays of the sun.  A soap that can be used by women of all ages to keep their skin young, fresh, beautiful and radiant.
  35. 35.  Free from acne, dark spots and wrinkles. To create a fresh and unique soap that will not only give people their need but also their wants. A soap definitely used by the gods.
  36. 36. What features does it have to meet these needs?  This gentle, floral scented bar “works wonders” for dry and sensitive skin.  People with allergies, parched complexions, even eczema will find that the product will leave them feeling clean smooth and soft.
  37. 37. What features does it have to meet these needs?  This soap doesn’t strip the body or face of their natural oils and won’t cause breakouts either. It is hydrating, refreshing and affordable. This soap is truly a miracle bar.
  38. 38. Are WE including costly features that the customer won't actually use?  We make sure that all the features of our soap is used and is not wasted by the consumers since all its features are helpful in making our skin young and beautiful.
  39. 39. How and where will the customer use it?  The customers can use this product on a daily basis.  They can use it when bathing since it’s suitable for both the face and body. It whitens the skins without leaving it dry. It also gives a sweet smelling fragrance that will last for 48 hours.
  40. 40. What does it look like?  We use unique and classy packaging that is cost effective and can be afforded by all classes. We will use a simple soft paper like packaging design with different colors and intricate patterns. *Sample Packaging*
  41. 41. 1. Botanique: Jasmine oil and lime.  Jasmine essential oil has a sweet, exotic and richly floral smell. Although expensive, this essential oil does more than just smell exquisite - it deeply relaxes, lifts depression and boosts confidence, improves skin elasticity, while helping to reduce stretch marks and scars.
  42. 42. 1. Botanique: Jasmine oil and lime.  The therapeutic properties of jasmine oil are anti-depressant, antiseptic, aphrodisiac, antispasmodic, cicatrisant, expectorant, galactagogue, parturient, sedative and uterine.
  43. 43. 1. Botanique: Jasmine oil and lime.  It is a valuable remedy in cases of severe depression and soothes the nerves, producing a feeling of confidence, optimism and euphoria, while revitalizing and restoring energy.
  44. 44. 2.Chinoiserie Vanilla Orange  Vanilla is a substance that not only smells delicious, but exhibits a number of healing properties when used on the skin. In fact, along with other natural skin care products, vanilla contains antioxidants and has been shown to be a vital aid for relaxation.  Natural products like those made from vanilla can actually have a more powerful effect on the body than synthetic materials.
  45. 45. 2.Chinoiserie Vanilla Orange  Orange Extract makes this gentle, cream cleanser mildly exfoliating and very refreshing. Non-oily, nondetergent formula is safe and effective for all skin types and build-up from the skin’s surface without drying.
  46. 46. 3. Fleur de lys Ginger Rosewood  Ginger on the skin can increase skin's radiance and decrease inflammation that may contribute to conditions such as psoriasis and acne.  Ginger is an antioxidant, that inhibits harmful free radicals that cause skin damage and aging. Ginger's antioxidant, gingerol, not only fights skin-damaging free radicals, but also promotes smoothness and evenness in skin tone.
  47. 47. 3. Fleur de lys Ginger Rosewood  Blue ginger from Madagascar is a type of ginger that is a particularly potent antioxidant. Ginger also has the ability to lighten age spots while acting as an energy-booster in aromatherapy spa treatments.  Because ginger is energizing and is believed to improved circulation, it is often used in cellulite-reducing treatments. Ginger is an antiinflammatory, which makes it a natural acne fighting ingredient. Ginger is also an antiseptic, which means it is effective in killing the bacteria that causes acne.
  48. 48. 4. Sanctuaire Rose Water  One of the main benefits of rose water is that it acts as an anti-inflammatory, soothing irritated skin.  Some people also use roses as a rich source of antioxidants, which can help strengthen skin cells and regenerate skin tissue. These properties, proponents believe, make rose water particularly beneficial to people with sensitive skin.
  49. 49. 4. Sanctuaire Rose Water • Those with dry skin sometimes use rose water as a moisturizer. The idea behind this is that sugars found in rose petals add to rose water's soothing effect, and its natural oils trap moisture in the skin, helping it feel and look smoother. • Some experts even believe that rose water can play a role in reducing damage from sun exposure.
  50. 50. 4. Sanctuaire Rose Water  Too much sun destroys elastin, the fibers that give your skin its ability to stretch. When those fibers break down, they cause your skin to lose firmness and sag.  Additionally, and perhaps most obviously, rose water has a pleasant aroma. This lovely perfume and its healing, rejuvenating effects make rose water a potentially valuable addition to your skin care regimen.
  51. 51. BENEFITS
  52. 52. Anti-aging: Because of its antioxidants, jasmine can help protect your skin from damaging free radicals from the sun and environmental pollution. This can help preserve the youthful appearance of your skin.
  53. 53. Fade scars & stretch marks: Do you have old acne scars or other scars you’d love to get rid of? Jasmine can help. The oil is very effective in treating and fading scar marks, old wound scars, stretch marks, and pox spots left anywhere on the body.
  54. 54. Soothe corns:  Have these sores on your feet? Jasmine has a reputation for soothing painful corns.  Moisturizing: Like many natural oils, jasmine oil helps treat dry skin and provide natural moisture that won’t clog pores.
  55. 55. Non-irritating: Jasmine Sambac, a variety from Hawaii, is perfect for those with finicky skin temperaments, as it’s non-irritating and non-sensitizing. It’s also great for dry, greasy, or sensitive skin, as it helps to balance all types without irritating.
  56. 56. Natural scent:  We can’t deny the lovely scent that this flower has—so adding it to skin care helps to pick up your mood as well as nourish your skin.
  57. 57. How is it differentiated versus our competitors?  Our soap includes an all-natural resources combined in one soap that promises a 100% effectiveness when use.  Our soap does not only have one main ingredient, it uses the power of many beauty remedies researched all over the world to bring a more wide range of choices for your beauty problems. A soap that is classy and effective.
  58. 58. Savon de Dieux Packaging Packaging
  59. 59. Sample Packaging
  60. 60. Packaging and package label of Soap of the Gods’(Savon de Dieux)  There is a wide selection of soaps on the market, ranging from beauty soap to health soap. Beauty soap has a distinctive visual appeal.
  61. 61. There is a connection between soap packaging design on consumer interests, and the aspects of packaging design: in this case the color, shape, illustration, typography with the image of the product in the minds of consumers.
  62. 62. Several objectives include:
  63. 63. Physical protection  The objects enclosed in this package requires protection from, among other things, mechanical shock, vibration, electrostatic discharge, compression, temperature, etc.
  64. 64. Barrier protection A barrier from oxygen, water vapor, dust, etc., is also required. Permeation is a critical factor in design.  Some packages contain desiccants or Oxygen absorbers to help extend shelf life.  Modified atmospheres or controlled atmospheres will also be maintained, keeping the contents clean, fresh, sterile and safe for the intended shelf life.
  65. 65. Information transmission Communicate how to use and dispose the package or product.
  66. 66. Marketing The packaging and label of this product encourage potential buyers to purchase the product. Package graphic design and physical design have been important and constantly evolving phenomenon for several decades. Marketing communications and graphic design are applied to the surface of the package and the point of sale display.
  67. 67. Security  Package was made with improved tamper resistance to deter tampering and also can have tamper-evident features to help indicate tampering.
  68. 68. Anti-counterfeiting - - Packaging Engineered to help reduce the risks of package pilferage or the theft and resale of products: Some package constructions are more resistant to pilferage and some have pilfer indicating seals. Counterfeit consumer goods, unauthorized sales (diversion), material substitution and tampering can all be prevented with these anticounterfeiting technologies.
  69. 69. - It includes authentication seals and use security printing to help indicate that the package and contents are not counterfeit. Also include antitheft devices, such as dye-packs, RFID tags, or electronic article surveillance tags that can be activated or detected by devices at exit points and require specialized tools to deactivate. Using packaging in this way is a means of loss prevention.
  70. 70. Convenience It has features that add convenience in distribution, handling, stacking, display, sale, opening, reclosing, use, dispensing, reuse, recycling, and ease of disposal
  71. 71. Portion control Single serving or single dosage packaging has a precise amount of contents to control usage. It is also aids the control of inventory.
  72. 72. Packaging for eco-friendly product line. Designing brand with a new look and message. Finding innovative ways to reduce waste, save on shipping costs, reuse materials, and/or repurpose new packaging materials, while still protecting products and communicating valuable information.
  73. 73. ‘ Soap of the Gods’(Savon de Dieux) is an organic soap base. The logotype design is inspired by nature. The main symbol is a tree which symbolizes the natural materials used for this soap. The objective of this project was to design a new identity, packaging system, stationery set and a catalogue for soap that follows our mission of being a company that is fresh, fabulous and affordable.
  74. 74. Packaging
  75. 75. Packaging  is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use.  Packaging also refers to the process of design, evaluation, and production of packages.  Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use.
  76. 76. Packaging Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, institutional, industrial, and personal use.
  77. 77. Category of packages by layer or function:
  78. 78. Primary packaging is the material that first envelops the product and holds it. This usually is the smallest unit of distribution or use and is the package which is in direct contact with the contents.
  79. 79. Secondary packaging  is outside the primary packaging, perhaps used to group primary packages together.
  80. 80. Tertiary packaging  is used for bulk handling, warehouse storage and transport shipping. The most common form is a palletized unit load that packs tightly into containers.
  81. 81. Package Development Considerations
  82. 82.  Package design and development are often thought of as an integral part of the new product development process. Alternatively, development of a package (or component) can be a separate process, but must be linked closely with the product to be packaged.
  83. 83.  With some types of products, the design process involves detailed regulatory requirements for the package. For example with packaging foods, any package components that may contact the food are food contact materials. Toxicologists and food scientists need to verify that the packaging materials are allowed by applicable regulations.
  84. 84.  Packaging engineers need to verify that the completed package will keep the product safe for its intended shelf life with normal usage. Packaging processes, labeling, distribution, and sale need to be validated to comply with regulations and have the well being of the consumer in mind.
  85. 85. The traditional “three R’s” of reduce, reuse, and recycle are part of a waste hierarchy
  86. 86. Prevention Waste prevention is a primary goal. Packaging should be used only where needed. Proper packaging can also help prevent waste. Packaging plays an important part in preventing loss or damage to the packaged-product (contents).
  87. 87. Prevention  Usually, the energy content and material usage of the product being packaged are much greater than that of the package. A vital function of the package is to protect the product for its intended use: if the product is damaged or degraded, its entire energy and material content may be lost.
  88. 88. Minimization  (also "source reduction") The mass and volume of packaging (per unit of contents) can be measured and used as one of the criteria to minimize during the package design process. Usually “reduced” packaging also helps minimize costs. Packaging engineers continue to work toward reduced packaging.
  89. 89. Reuse  The reuse of a package or component for other purposes is encouraged. Returnable packaging has long been useful (and economically viable) for closed loop logistics systems. Inspection, cleaning, repair and recouperage are often needed.
  90. 90. Some manufacturers re-use the packaging of the incoming parts for a product, either as packaging for the outgoing productor as part of the product itself.
  91. 91. Recycling Recycling is the reprocessing of materials (pre- and post-consumer) into new products. Emphasis is focused on recycling the largest primary components of a package: steel, aluminum, papers, plastics, etc.
  92. 92. Small components can be chosen which are not difficult to separate and do not contaminate recycling operations. Packages can sometimes be designed to separate components to better facilitate recycling.
  93. 93. Energy recovery Waste-to-energy and Refuse-derived fuel in approved facilities are able to make use of the heat available from the packaging components.
  94. 94. Disposal Incineration, and placement in a sanitary landfill are needed for some materials. Certain states within the US regulate packages for toxic contents, which have the potential to contaminate emissions and ash from incineration and leachate from landfill.
  95. 95. Packages should not be littered.
  96. 96. Price
  97. 97. What is the value of the product or service to the buyer? Hygiene is the number one service that we can give to our consumer because hygiene is one of our basic necessities
  98. 98. Are there established price points for products or services in this area? Our target market is between classes A, B and C we want our product to be affordable and accessible to most people.
  99. 99. Is the customer price sensitive? Of course our consumers now are wise in these times, they look an affordable product but still, quality is important and we’re giving them what they deserve.
  100. 100. Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin?  We prefer a small increase, we know it’s a risky move but will take that risk and give our customers an assurance that they paying not just the soap but also high quality product that will satisfy the consumer.
  101. 101. What discounts should be offered to trade customers, or to other specific segments of your market? We can do a buy 1 take 1 strategy because like what I said our consumers today are wise they want to save more and get more so this strategy is will be mabenta.
  102. 102. How will your price compare with your competitors? We will set our prince in the middle of the leading brands so the consumers will see that were are more affordable to our competitors.
  103. 103. Our product will be promoted through: 1. Advertising 2. Selling 3. Sales Promotion 4. Public Relations
  104. 104. Our Aim when advertising is to inform, sell, produce listings and improve the image of our business. Our target market includes females, age 13 and above, all over the world in classes a –c. Our advertising will catch the eye or ear and will stand out amid the clutter of competing advertisements.
  105. 105. It will arouse interest and deliver sufficient impact in the message or offering. It will create a desire to learn more or crave ownership. It spurs an action which leads to achievement of the ad’s original objective. It will prompt potential customers to purchase or use our product or service.
  106. 106. The following methods will be used in promoting.
  107. 107. Stationery  It will include letterheads, envelopes and business cards, which will project our business image or “name identification”. Good quality stationery, used with care and attention and with a high standard of presentation, is an everyday means of presenting our business image.
  108. 108. Window display or office front  The external presentation of our business office or shop is one of the principal ways of establishing our business image. An attractive, well maintained exterior with clear, bold sign writing is an essential start. Windows should be bright, attractively presented, scrupulously clean and well lit at night.
  109. 109. Press advertising  Such as newspapers, magazines and journals. Press advertising is suitable for image building, information dissemination and sales campaigns. It is also a very affordable option for small businesses, since it’s just starting.
  110. 110. Radio  It will be an ideal medium due to its ability to reach specific target groups e.g. teenagers, racing followers or grocery buyers. Most radio stations offer packages which include production and extension of our radio campaign through their websites. So this too, will be helpful.
  111. 111.  Television Television is a powerful advertising medium because it creates impact through sight, sound and movement. The cost of producing the advertisement and procuring sufficient air time to allow the campaign to work is often pricey but it will definitely be worth it since we can add more buyers by getting the word out in national television.
  112. 112.  This is a broad category covering direct communication with the consumer through email, post or fax. It can include newsletters, catalogues and letters. We will make sure to comply with national anti-SPAM legislation to legalize our direct mail. Direct mail
  113. 113. Outdoor  This is any type of advertising which is done outdoors, including static advertising such as billboards, backs of street benches and bus shelters or mobile advertising displayed on buses, trains, taxis or towed signage.
  114. 114. Ambient A form of advertising that occurs in a non-standard medium outside the home, and usually where our consumers are likely to be. It’s limited only by our imagination and includes things like advertising on the back of shopping receipts or toilet doors or distributing branded cups.
  115. 115.  We will purchase cinema advertising by individual cinemas or screens for a set amount of screenings or “runs”. Most providers offer packages which include production and screening of our advertisement. Cinema
  116. 116. Online  The options for online advertising continue to grow rapidly. They include advertising on our website, advertising on other websites, creating links to our website from other websites, publishing blogs, offering online product games, social networks and forums.
  117. 117.  Many consumers use business directories to find a supplier. Directories include the yellow or white pages, union directories, trade directories or local Directory listings business directories.
  118. 118. Where do buyers look for your product or service?  Our buyers can look for our products in the malls, department store, boutique, beauty shops, salons or anywhere that is connected in beauty or fashion purposes.  If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
  119. 119. Channels Of Distribution
  120. 120. Where do buyers look for your product or service?  They can find it in boutiques and supermarkets. We also have an online website, direct mails and a catalogue. We have all the promotion possible so that we can reach our customers more. It will definitely widen our consumer rates.
  121. 121. Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies?
  122. 122. We use a sales force, attend trade fairs, make online submissions and we also send samples to catalogue companies because our company believe in expanding our options in promotion to reach a higher level of consumer rates.
  123. 123. S.W.O.T. ANALYSIS
  124. 124. SWOT analysis (alternatively SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture.
  125. 125. Strengths: characteristics of the business or project that give it an advantage over others
  126. 126. Weaknesses: are characteristics that place the team at a disadvantage relative to others
  127. 127. Opportunities: elements that the project could exploit to its advantage
  128. 128. Threats: elements in the environment that could cause trouble for the business or project.
  129. 129. Savon de Dieux SWOT ANALYSIS
  130. 130. Strengths  Beauty products are in high demand in the Philippine Market.  It is classy yet affordable.  We assure 99.9 effectiveness.  Smells good and looks good.  Can be used by people with different skin issues.  Uses an all natural ingredients which are now affordable.
  131. 131. Weakness Our weakness is that as a new product, we are unestablished in the market.
  132. 132. Opportunities There are no other products that match the quality, benefits and scope of our product.
  133. 133. Threats These come in the form of our competitors, the established products already in the market.
  134. 134. The End.