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New Product Development & Product Life Cycle Strategies - MarketingFaHaD .H. NooR
New-Product Development Strategy
New-Product Development Process
Managing New-Product Development
Product Life-Cycle Strategies
Additional Product and Service Considerations
Acquisition refers to the buying of a whole company, a patent, or a license to produce someone else’s product
New product development refers to original products, product improvements, product modifications, and new brands developed from the firm’s own research and development
New Product Development & Product Life Cycle Strategies - MarketingFaHaD .H. NooR
New-Product Development Strategy
New-Product Development Process
Managing New-Product Development
Product Life-Cycle Strategies
Additional Product and Service Considerations
Acquisition refers to the buying of a whole company, a patent, or a license to produce someone else’s product
New product development refers to original products, product improvements, product modifications, and new brands developed from the firm’s own research and development
Physical channel of distribution consists of each and every individual or set of organization involved in transferring the good or service to the final consumer.
A Harvard Business School Case Study- Launching Krispy Natural: Cracking the ...Sumedha Uppal
Analysis of the Case Study giving answers to probable questions for deep understanding of the case. Looking at the marketing strategies and unlocking the management code.
The presentation was made under the guidance of Prof. Sameer Mathur of IIM Lucknow
Marketing Channels - Delivering Customer ValueFaHaD .H. NooR
Supply Chains and the Value Delivery Network
The Nature and Importance of Marketing Channels
Channel Behavior and Organization
Channel Design Decisions
Channel Management Decisions
Public Policy and Distribution Decisions
Marketing Logistics and Supply Chain Management
Upstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a product or service
Downstream partners include the marketing channels or distribution channels that look toward the customer
Pricing Understanding and Capturing Customer Value - MarketingFaHaD .H. NooR
outline
What Is a Price?
Customer Perceptions of Value
Company and Product Costs
Other Internal and External Considerations Affecting Price Decisions
Customer Value-based pricing uses the buyers’ perceptions of value, not the sellers’ cost, as the key to pricing. Price is considered before the marketing program is set.
Value-based pricing is customer driven
Cost-based pricing is product driven
pricing involves the customer demand schedule, the cost function, and competitors’ prices. The question is how should a company integrate cost-, demand-, and competition-based pricing considerations? In setting a price the firm, for example Kodak, will have to consider the following cost-, demand-, and competition-based pricing decisions:
Dessence Consulting is has extensive experience in helping international and global brands set up their business in India and explore the vast potential the Indian market and consuming population offers. Do contact us for your Consulting needs.
A Presentation about the Distribution Strategies (Exclusive, Intensive and Selective distribution).
Cooperating with Mrs. Mengzhen Wan and Mrs. Tao Yi.
W1 marketing creating customer value and engagementfaizaperbanas
Objective 1 Define marketing and outline the steps in the marketing process.
Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Physical channel of distribution consists of each and every individual or set of organization involved in transferring the good or service to the final consumer.
A Harvard Business School Case Study- Launching Krispy Natural: Cracking the ...Sumedha Uppal
Analysis of the Case Study giving answers to probable questions for deep understanding of the case. Looking at the marketing strategies and unlocking the management code.
The presentation was made under the guidance of Prof. Sameer Mathur of IIM Lucknow
Marketing Channels - Delivering Customer ValueFaHaD .H. NooR
Supply Chains and the Value Delivery Network
The Nature and Importance of Marketing Channels
Channel Behavior and Organization
Channel Design Decisions
Channel Management Decisions
Public Policy and Distribution Decisions
Marketing Logistics and Supply Chain Management
Upstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a product or service
Downstream partners include the marketing channels or distribution channels that look toward the customer
Pricing Understanding and Capturing Customer Value - MarketingFaHaD .H. NooR
outline
What Is a Price?
Customer Perceptions of Value
Company and Product Costs
Other Internal and External Considerations Affecting Price Decisions
Customer Value-based pricing uses the buyers’ perceptions of value, not the sellers’ cost, as the key to pricing. Price is considered before the marketing program is set.
Value-based pricing is customer driven
Cost-based pricing is product driven
pricing involves the customer demand schedule, the cost function, and competitors’ prices. The question is how should a company integrate cost-, demand-, and competition-based pricing considerations? In setting a price the firm, for example Kodak, will have to consider the following cost-, demand-, and competition-based pricing decisions:
Dessence Consulting is has extensive experience in helping international and global brands set up their business in India and explore the vast potential the Indian market and consuming population offers. Do contact us for your Consulting needs.
A Presentation about the Distribution Strategies (Exclusive, Intensive and Selective distribution).
Cooperating with Mrs. Mengzhen Wan and Mrs. Tao Yi.
W1 marketing creating customer value and engagementfaizaperbanas
Objective 1 Define marketing and outline the steps in the marketing process.
Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Marketing is understood to mean the sale and purchase of goods and services but it is too narrow view to understand it. These slides will be helpful yo understand the broader view of it
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
3. PRINCIPLES OF MARKETING
• Marketing is
human activity
directed at
satisffying needs
and wants through
exchange
processes.
Philip Kotler 1976
• Marketing is the
process by which
companies create
value for customers
and build strong
customer relationships
in order to capture
value from customers
in return.
Philip Kotler 2008
4. PRINCIPLES OF MARKETING
• Marketing is the
process by which
companies create
value for customers
and build strong
customer
relationships in order
to capture value from
customers in return.
5. PRINCIPLES OF MARKETING
Understand the
marketplace and
customer needs
and wants
Design a
customer-driven
marketing
strategy
Construct an
Integrated
marketing
program
that delivers
superior
value
Build profitable
relationships and
create customer
delight
Build profitable
relationships and
create customer
delight
Marketing process
Capture value
from customers
in
return
Create value for customers and
build customer relationships
Consumers understanding
8. UNDERSTANDING THE MARKETPLACE AND
CUSTOMER NEEDS
1. Needs, wants, and demands
2. Marketing offerings
(products, services, and experiences)
3. Value and satisfactions
4. Exchanges and relationships
5. Markets
9. UNDERSTANDING THE MARKETPLACE AND
CUSTOMER NEEDS
1. Needs, wants, and demands
Humans needs
Food
Clothing
Warmth
Safety
Physical needs:
Social needs: Affection
Individual needs:
Knowledge
Self-expression
10. UNDERSTANDING THE MARKETPLACE AND
CUSTOMER NEEDS
Needs
States of felt deprivation
Wants
The form human needs take as shaped
by culture and individual personality
Demands
Human wants that are backed by buying
power
12. MARKET OFFERINGS
(PRODUCTS, SERVICES, AND EXPERIENCES)
2. Market offering
Some combination of
products, services,
information, or
experiences offered to
a market to satisfy a
need or want.
13. MARKET OFFERINGS
(PRODUCTS, SERVICES, AND EXPERIENCES)
• Marketing myopia
• The mistake of paying
more attention to the
specific products a
company offers than
to the benefits and
experiences produced
by these products.
14. CUSTOMER VALUE AND SATISFACTION
3. Value and satisfactions.
Consumers usually
face a broad array of
products and services
that might satisfy a
given need.
15. EXCHANGES AND RELATIONSHIPS
4. Exchange is the act of
obtaining a desired object
from someone by offering
something in return.
• Product
• Service
• Idea
16. EXCHANGES AND RELATIONSHIPS
• The goal is to
build strong
realationships
by consistently
delivering
superior
customer value.
17. MARKETS
5. A market is the set
of actual and potencial
buyers of a product.
These buyers share a
particular need or
want that can be
satisfied through
exchamge
relationships.
18. DESIGNING A CUSTOMER-DRIVEN
MARKETING STRATEGY
• Once it fully
understands
consumers and the
marketplace,
marketing
management can
design a customer-
driven marketing
strategy.
19. DESIGNING A CUSTOMER-DRIVEN
MARKETING STRATEGY
• Kotler define marketing
management as the art
and science of choosing
target markets and
building profitable
relationships with
them.
20. GENERAL MARKETING STRATEGY*
1. What consumers will
we serve?
2. What will be our
positioning?
3. What is our position
in the market place?
4. What will be our
marketing mix?
* Own experience
21. SELECTING CUSTOMERS TO SERVE
• The company must first
decide who it will serve.
It does this by dividing
the market into
segments of customers
(market segmentation)
and selecting which
segments it will go after
(target marketing).
22. SELECTING CUSTOMERS TO SERVE
• Fewer customers?
• Many customers?
• Reduced demand?
• Wide demand?
• Select only customers
that it can serve well
and profitably.
23. CHOOSING A VALUE PROPOSITION
• The company must
also dedice how
will serve targeted
customers – how it
will differentiate
and position itself
in the marketplace.
• A company’s value
proposition is the
set of benefits or
values it promises
to deliver to
consumers to satisfy
theirs needs.
24. CHOOSING A VALUE PROPOSITION
• Saab promises driving
performance and
excitement.
• Subaru provides safaty:
“Air bags save lives”.
• Gatorate is “made for
bodies in motion”.
• Red Bull energy drink,
helps you fight mental and
physical fatigue.
25. CHOOSING A VALUE PROPOSITION
• The customer’s
question “Why should I
buy your brand rather
than a competitor´s?”
• Companies must design
strong value
propositions that give
them the greatest
advantage in ther
target markets.
26. MARKETING MANAGEMENT
ORIENTATIONS
• Marketing management
wants to desing
strategies that will
profitable relationships
with target consumers.
• There are five alternative
concepts under which
organizations design and
carry out their marketing
strategies:
1. Production
2. Product
3. Selling
4. Marketing
5. Societal
marketing
28. THE SELLING VS MARKETING CONCEPT
Factory
Existing
products
Selling
And
promotiong
Profits
through sales
volume
Market
Customer
needs
Integrated
marketing
Profits
through
customer
satisfaction
THE SELLING CONCEPT
THE MARKETING CONCEPT
