Training delivered within university student activities Contributors: Osama Zaalouk Kareem El Din Mohsen

2. Marketing Concept
“Satisfying customers’ needs
profitably”
Philip kotler

3. SellingMarketing
Needs of the sellerNeeds of the buyer
Turn product into cashConsumer satisfaction

4. Marketing is
0 As defined by the American marketing association:
“The 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.”
0 Marketing is the company's customer manufacturing
department.
0 It’s the whole business as seen from the customer's
point if view .
0 It connects producers with consumers.

5. Basic Terms

6. Need, Want & Demand
0Need: a fundamental requirement … “I’m
thirsty”
0Want: needs that are directed towards a
specified object … “I want Pepsi”
0Demand: wanting a specific object &
willing to pay for it … “I’m gonna buy
Pepsi”

7. Product (Market Offering)
Goods…any product
Services…as airlines etc
Experiences….as theme parks etc
Events…as Olympics etc
Persons…as celebrities, speakers (TED) etc
Places…as travel etc
Properties… as stocks etc
Organizations….as IEEE etc
Information…as Books, Web etc
Ideas…as donations, charity ideas etc

8. Value & Satisfaction
0 Customer Value
The difference between the values the customer gains
from owning or using the product, and the cost of
obtaining the product.
0 Customer Satisfaction
The extent to which the products performance matches
the buyer’s expectations.

9. Market
The set of all actual and potential
buyers of a product.

10. Marketing Orientation
When everyone inside a company is aware of:
0Who are the company's target
0What are the target needs
0How will the company satisfy these needs
more effectively than its competitors
0How will the company satisfy these needs
profitably

11. Strategic Marketing
STP

12. Segmentation

13. Segmentation
0Dividing large, diverse markets into
smaller segments, that can be reached
more efficiently and effectively with
products that match their unique needs.

14. An Effective Segment
1. Measurable
0 Can be easily measured and studied in a reliable statistical
plan. (Wrong segmentation: by eye-color)
2. Accessible
0 Can be accessed by the company or person, not very far or
very rare in the region you are in.
3. Substantial
0 Large and profitable enough
4. Differentiated
0 Easily distinguished from the rest of segments
5. Actionable
0 We could perform an action plan on this segment.

15. Targeting

16. Targeting
1. Evaluation of
segments
2. Selection of
segments

17. Positioning

22. What is Positioning?
It's what you do to the customer's mind
0That one specific idea that first comes to
the mind about the product.
0It’s how your target market defines you
in relation to your competitors.

23. How to Set your Position
1. SWOT Analysis
WeaknessesStrengths
ThreatsOpportunities

24. How to Set your Position
2. Positioning Attributes
A. Product Leadership
 Quality & innovation, higher market share
B. Operational Excellence
 efficiency & low price
C. Customer Intimacy
 best solution or service; interactivity &
customization

25. Product Leadership

26. Operational Excellence

27. Customer Intimacy

28. Customer Intimacy

29. Position Criteria
0Consistent
0Clear & Simple
0Specific
0Important
0Sticking
0Can’t be imitated

30. Positioning Tools
Logo

31. Positioning Tools
Adverts

32. Positioning Tools
Statements

33. Positioning Tools
Slogan

34. Positioning Around Us
Leaders & Followers;
0Hertz & Avis… rent a car
07 up & Coke

35. Stretching Break
Video
TEDxAmsterdam - Trailer - Challenge 'Ideas Worth Doing' -
YouTube
http://www.youtube.com/watch?v=vFDEJvPiVBQ

36. Let’s get Tactical…
4 P’s

37. 1. Pricing
The Process of
determining what a
company will receive in
exchange for it’s
products.

38. Pricing
• New or Existing Product
• Price skimming
• Competitive Pricing
• Psychological Pricing

39. 2. Place
1.Distribution Channels
2.Outlet location

40. 3.
Promotion
Advertising
Publicity
and public
relations
Personal
selling
Sales
promotion

41. 0 "If the circus is coming to town and you paint a sign
saying "Circus Coming to the Fairground Saturday,"
that's advertising.
0 If you put the sign on the back of an elephant and
walk it into town, that's promotion.
0 If the elephant walks through the mayor's flower bed,
that's publicity.
0 And if you get the mayor to laugh about it, that's
public relations.
0 If the town's citizens go the circus, you show them the
many entertainment booths, explain how much fun
they'll have spending money at the booths, answer
their questions and ultimately, they spend a lot at the
circus, that's sales."

42. 5 M’s of Advertising
0 Mission
0 inform, persuade, remind, or reinforce
0 Message
0 distinctive value
0 Media
0 reach, frequency, impact
0 Measure
0 pre & post
0 Hard for image ads
0 Money
0 pricing the media

43. Indicate the differences :D
4. Product

46. 4. Product

47. Product Life Cycle
Core Product
Awareness
New
features
Critical
Role of
the
Brand
Cutting &
Repositioning

48. Stretching Break
& Watch these!

49. Recession Logos

50. Recession Logos

51. Recession Logos

52. Recession Logos

53. Recession Logos

54. Recession Logos

55. Recession Logos

57. What is a brand?
0It's what you stand for, the promise you
make, the personality you convey.
0It's the entire experience that your
prospects & customers have with your
company

58. Philip
Kotler
• A brand is any label that carries
meaning and associations.
• Don’t advertise the brand, live it.
Ultimately the brand is built by your
employees who deliver a positive
experience to the customers. Did the
brand experience live up to the brand
promise? This is why companies must
orchestrate the brand experience with
the brand promise.

59. A Brand
0The Personality
0The Narrator
0The Experience

60. Importance?

61. 1. Saves Time of Choice
“A brand is a storehouse of trust that matters more &
more as choices multiply. People want to simplify their
lives” – Niall Fitzgerald

62. 2. Brings your Position to
Life
Responsibility towards environment

63. 3. Brings Customer Loyalty

64. 4. Does your Advertising
“Google actually relies on our users to help with our
marketing. We have a very high percentage of our
users who often tell others about our search engine.” –
Sergey Brin

65. Brand
Building
Internal
marketing
Positioning Long Term
Quality Communications Repositioning

66. More Branding
0 Line Extensions
Pepsi
Chipsy
0 Brand Extensions
Coca Cola - Dasany
Beity
Chipsy Delights
Three Chefs
0 Brand Stretch
Virgin- Daewoo - !!!
Look at Sony, P&G, Unilever

67. “It takes genius, faith &
perseverance to create a brand” -
David Ogilvy
“Every advertisement should be thought of
as a contribution to the complex symbol
which is the brand image.”

68. “ All our Factories & Facilities could burn down
tomorrow, but you’d hardly touch the value of the
company” – Roberto Goizueta, CEO

69. “Our Company’s name & trademark are by far our most
valuable assets”

70. “A brand for a company is like a reputation for a person. You
earn reputation by trying to do hard things well”. – Jeff Bezos

71. Image, Emotional &
Experiential Marketing

72. 0Apple is the “Teenager”, IBM is
the “Grandfather”
0“Just do it”
0“Impossible is nothing”
0 “ ”- “ ”
0Disneyland
0Planet Africa

73. Logos Mania
& Thanks for listening ;)