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Marketing Fundamentals
   (Sales Program)
General Ground Rules


• No Smoking
• Mobiles Off or Silent
• Breaks and Prayer


Marketing Fundamentals
Introduction

      This is an Overview of the
     Marketing, its concepts, how is it
     applied and its relation with the
                   Sales


Marketing Fundamentals
Objective
 •Introduce the nature of the
 Marketing , its cycle and the
 relation between it and the
 Sales

 •Align Sales with Marketing
 and clear any misconceptions

 • Closely understand
 marketing strategy and be
 involved in one
Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
What Is Marketing?

• Marketing is typically
seen as the task of
creating, promoting and
delivering differentiated
goods and services to
consumers and
businesses at a profit



Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
What Can We Market?

• Places
• Properties
• Organizations
• Goods
• Services




Marketing Fundamentals
What Can We Market?

• Experiences
• Information
• Ideas
• Events
• Persons



Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
Marketing Mix
 What are the 4 P’s?
 • Product
 • Price
 • Place                  Cost to
                          satisfy
                                            Convenience
                                              to buy
 • Promotion
What are the 4 C’s?
                         Communication   Consumer
                                         wants and
                                           needs



Marketing Fundamentals
Marketing Mix

 The Four P’s:
 • Product
 • Price
 • Place
 • Promotion



Marketing Fundamentals
Marketing Mix (Product)
The following decisions should
be made;
• Brand name
• Functionality
• Personality
• Positioning
• Range
• Looks



Marketing Fundamentals
Marketing Mix (Product)
• Packing
• Quality
• Safety
• Repairs
• Warranty
• Services & Accessories
•Brand Pyramid



Marketing Fundamentals
Marketing Mix (Product)




Marketing Fundamentals
Marketing Mix

 The Four P’s:
 • Product
 • Price
 •Place
 •Promotion



Marketing Fundamentals
Marketing Mix (Price)
The following decisions
should be made;

• Pricing strategy
• Suggested retail price
• Volume discounts and wholesale
pricing
• Cash and early payment discount
• Price per SKU



Marketing Fundamentals
Marketing Mix

 The Four P’s:
 • Product
 • Price
 •Place
 •Promotion



Marketing Fundamentals
Marketing Mix (Place)
The following decisions
should be made;

• Distribution Channels
• Type of Trade
• Location at Trade




Marketing Fundamentals
Marketing Mix (Place)

•Order processing
• Warehousing
• Inventory Management
• Transportation




Marketing Fundamentals
Marketing Mix
The Four P’s:
• Product
• Price
•Place
•Promotion



Marketing Fundamentals
Marketing Mix (Promotion)
The following decisions should
be made;

• Personal selling & selling force
• Communication/Advertising
• Public relations
• Promotional Strategy (push or pull)
• Marketing communication budget



Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
Segmentation / Target Markets

Demographics, Target Group:
• SEC
• Age
• Gender
• Location




Marketing Fundamentals
Segmentation / Target Markets

Psychographics, Target
Groups

• Life Style
• Preferences
• Activities




Marketing Fundamentals
Segmentation / Target Markets
                         A1
OG Brands per Target
Groups
                              A2

                                   B1




                                        B2

                                        C1




                                        C2

Marketing Fundamentals
Segmentation / Target Markets
Things to look at when
addressing different markets:

• Product modification cost
• Manufacturing cost
• Administrative cost
• Inventory cost
• Promotion cost



Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
How To Introduce A New Brand?

    Research               Sales        Trade


    Category /
   Brand (Gaps           Brand &      Consumer
    Portfolio)            Com



      R&D                Industrial   After Sales

Marketing Fundamentals
Case
                Study
Marketing Fundamentals
Case Study




Marketing Fundamentals
Case Study




Marketing Fundamentals
Case Study
Requirements:
• Marketing Mix:
  4Ps: Product – Price – Place – Promotion

•  Segmentation / Target Markets:
 - Demographics:
   SEC – Gender – Age – Location
 - Psychographics:
   Lifestyle – activities – preferences




 Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
Product Life Cycle



Any product normally goes
through 4 different stages




Marketing Fundamentals
Product Life Cycle (Stages)


1.   Introduction
The need for immediate profit is not
a pressure. The product is promoted
to create awareness




Marketing Fundamentals
Product Life Cycle (Stages)

2. Growth
Competitors are attracted into the
market with very similar offerings.

Advertising focuses upon building
brand.

Market share tends to stabilize




Marketing Fundamentals
Product Life Cycle (Stages)

3. Maturity
Sales grow at a decreasing rate and then
stabilize

Price wars and intense competition occur

At this point the market reaches
saturation and producers begin to leave
the market due to poor margins




Marketing Fundamentals
Product Life Cycle (Stages)

4. Decline
More innovative products are
introduced or consumer tastes have
changed

There is intense price-cutting




Marketing Fundamentals
Product Life Cycle (Challenges)

• The decisions of marketers can
change the stage, (from maturity
to decline by price-cutting)


• Not all products go through
each stage. Some go from
introduction to decline




Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
Marketing Activities

 Above-the-line (ATL)    Below-the-line (BTL)
  • TV                     • Poster
  • Radio                  • Dangler
  • Press                  • Leaflet
  • Outdoor                • Bunting Flag
  • Internet

Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
Brand Building
                                 Positioning
                Quality



     Well blended                                 Repositioning
    communication           Brand
                           Building
                                                   Long Term
                                                   Perspective


             Credibility               Internal
                                      Marketing


Marketing Fundamentals
Brand Building
What is the consumers’ perception of QUALITY?




Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
Brand Equity
The major brand assets
are:

• Brand name awareness
• Brand loyalty
• Perceived quality
• Brand associations


Marketing Fundamentals
Contents
•   What is Marketing?
•   What can we market?
•   Marketing Mix
•   Segmentation / Target Markets
•   How to introduce a new brand?
•   Product life cycle
•   Marketing Activities
•   Brand Building
•   Brand Management
•   Brand Equity
•   Marketing Strategy
Marketing Fundamentals
Marketing Strategy

     It is more important
          to do what is
       strategically right
           than what is
           immediately
        profitable. Kotler




Marketing Fundamentals
Marketing Strategy
Marketing strategy is a pattern or plan that integrates the
organization's:
• Goals
• Policies
To achieve customer success 360

             Consumer                  Developing         Economy
              Analysis                 Market Mix        evaluation


              Market     Competition      Distribution
              Analysis     Analysis         Channel      Evaluation



Marketing Fundamentals
Marketing Strategy
Marketing strategies are generally concerned with four Ps:
• Product strategies
• Pricing strategies,
• Promotional strategies
• Placement strategies

           Consumer                      Developing         Economy
            Analysis                     Market Mix        evaluation


            Market         Competition      Distribution
            Analysis         Analysis         Channel      Evaluation



Marketing Fundamentals
Marketing Strategy
How To Develop a Marketing
Strategy in 5 Easy Steps:


1. Describe your company's unique
     selling proposition (USP)

2. Define your target market
3.   Write down the benefits of your
     products or services




Marketing Fundamentals
Marketing Strategy

4.   Describe how you will position
     your products or services

5.   Define your marketing methods.
     Will you advertise, use Internet
     marketing, direct marketing, or
     public relations?




Marketing Fundamentals
Activity

       Case
       Study
Marketing Fundamentals   56
Case Study




Marketing Fundamentals
Case Study




Marketing Fundamentals
Case Study
Requirements: Marketing Strategy:
 > Marketing Mix:
   4Ps: Product – Price – Place – Promotion
 > Segmentation / Target Markets:
   - Demographics:
    SEC – Gender – Age – Location
   - Psychographics:
    Lifestyle – activities – preferences

> Positioning
> Communication activities plan



  Marketing Fundamentals
Case Study
Presentations
Marketing Fundamentals
Case Study
   Proposed
communication
Marketing Fundamentals
Case Study - Execution 1




Marketing Fundamentals
Case Study - Execution 2




Marketing Fundamentals
Case Study - Execution 3




Marketing Fundamentals
Thank You

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Marketing fundamentals

  • 1. Marketing Fundamentals (Sales Program)
  • 2. General Ground Rules • No Smoking • Mobiles Off or Silent • Breaks and Prayer Marketing Fundamentals
  • 3. Introduction This is an Overview of the Marketing, its concepts, how is it applied and its relation with the Sales Marketing Fundamentals
  • 4. Objective •Introduce the nature of the Marketing , its cycle and the relation between it and the Sales •Align Sales with Marketing and clear any misconceptions • Closely understand marketing strategy and be involved in one Marketing Fundamentals
  • 5. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 6. What Is Marketing? • Marketing is typically seen as the task of creating, promoting and delivering differentiated goods and services to consumers and businesses at a profit Marketing Fundamentals
  • 7. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 8. What Can We Market? • Places • Properties • Organizations • Goods • Services Marketing Fundamentals
  • 9. What Can We Market? • Experiences • Information • Ideas • Events • Persons Marketing Fundamentals
  • 10. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 11. Marketing Mix What are the 4 P’s? • Product • Price • Place Cost to satisfy Convenience to buy • Promotion What are the 4 C’s? Communication Consumer wants and needs Marketing Fundamentals
  • 12. Marketing Mix The Four P’s: • Product • Price • Place • Promotion Marketing Fundamentals
  • 13. Marketing Mix (Product) The following decisions should be made; • Brand name • Functionality • Personality • Positioning • Range • Looks Marketing Fundamentals
  • 14. Marketing Mix (Product) • Packing • Quality • Safety • Repairs • Warranty • Services & Accessories •Brand Pyramid Marketing Fundamentals
  • 16. Marketing Mix The Four P’s: • Product • Price •Place •Promotion Marketing Fundamentals
  • 17. Marketing Mix (Price) The following decisions should be made; • Pricing strategy • Suggested retail price • Volume discounts and wholesale pricing • Cash and early payment discount • Price per SKU Marketing Fundamentals
  • 18. Marketing Mix The Four P’s: • Product • Price •Place •Promotion Marketing Fundamentals
  • 19. Marketing Mix (Place) The following decisions should be made; • Distribution Channels • Type of Trade • Location at Trade Marketing Fundamentals
  • 20. Marketing Mix (Place) •Order processing • Warehousing • Inventory Management • Transportation Marketing Fundamentals
  • 21. Marketing Mix The Four P’s: • Product • Price •Place •Promotion Marketing Fundamentals
  • 22. Marketing Mix (Promotion) The following decisions should be made; • Personal selling & selling force • Communication/Advertising • Public relations • Promotional Strategy (push or pull) • Marketing communication budget Marketing Fundamentals
  • 23. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 24. Segmentation / Target Markets Demographics, Target Group: • SEC • Age • Gender • Location Marketing Fundamentals
  • 25. Segmentation / Target Markets Psychographics, Target Groups • Life Style • Preferences • Activities Marketing Fundamentals
  • 26. Segmentation / Target Markets A1 OG Brands per Target Groups A2 B1 B2 C1 C2 Marketing Fundamentals
  • 27. Segmentation / Target Markets Things to look at when addressing different markets: • Product modification cost • Manufacturing cost • Administrative cost • Inventory cost • Promotion cost Marketing Fundamentals
  • 28. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 29. How To Introduce A New Brand? Research Sales Trade Category / Brand (Gaps Brand & Consumer Portfolio) Com R&D Industrial After Sales Marketing Fundamentals
  • 30. Case Study Marketing Fundamentals
  • 33. Case Study Requirements: • Marketing Mix: 4Ps: Product – Price – Place – Promotion • Segmentation / Target Markets: - Demographics: SEC – Gender – Age – Location - Psychographics: Lifestyle – activities – preferences Marketing Fundamentals
  • 34. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 35. Product Life Cycle Any product normally goes through 4 different stages Marketing Fundamentals
  • 36. Product Life Cycle (Stages) 1. Introduction The need for immediate profit is not a pressure. The product is promoted to create awareness Marketing Fundamentals
  • 37. Product Life Cycle (Stages) 2. Growth Competitors are attracted into the market with very similar offerings. Advertising focuses upon building brand. Market share tends to stabilize Marketing Fundamentals
  • 38. Product Life Cycle (Stages) 3. Maturity Sales grow at a decreasing rate and then stabilize Price wars and intense competition occur At this point the market reaches saturation and producers begin to leave the market due to poor margins Marketing Fundamentals
  • 39. Product Life Cycle (Stages) 4. Decline More innovative products are introduced or consumer tastes have changed There is intense price-cutting Marketing Fundamentals
  • 40. Product Life Cycle (Challenges) • The decisions of marketers can change the stage, (from maturity to decline by price-cutting) • Not all products go through each stage. Some go from introduction to decline Marketing Fundamentals
  • 41. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 42. Marketing Activities Above-the-line (ATL) Below-the-line (BTL) • TV • Poster • Radio • Dangler • Press • Leaflet • Outdoor • Bunting Flag • Internet Marketing Fundamentals
  • 43. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 44. Brand Building Positioning Quality Well blended Repositioning communication Brand Building Long Term Perspective Credibility Internal Marketing Marketing Fundamentals
  • 45. Brand Building What is the consumers’ perception of QUALITY? Marketing Fundamentals
  • 46. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 47.
  • 48. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 49. Brand Equity The major brand assets are: • Brand name awareness • Brand loyalty • Perceived quality • Brand associations Marketing Fundamentals
  • 50. Contents • What is Marketing? • What can we market? • Marketing Mix • Segmentation / Target Markets • How to introduce a new brand? • Product life cycle • Marketing Activities • Brand Building • Brand Management • Brand Equity • Marketing Strategy Marketing Fundamentals
  • 51. Marketing Strategy It is more important to do what is strategically right than what is immediately profitable. Kotler Marketing Fundamentals
  • 52. Marketing Strategy Marketing strategy is a pattern or plan that integrates the organization's: • Goals • Policies To achieve customer success 360 Consumer Developing Economy Analysis Market Mix evaluation Market Competition Distribution Analysis Analysis Channel Evaluation Marketing Fundamentals
  • 53. Marketing Strategy Marketing strategies are generally concerned with four Ps: • Product strategies • Pricing strategies, • Promotional strategies • Placement strategies Consumer Developing Economy Analysis Market Mix evaluation Market Competition Distribution Analysis Analysis Channel Evaluation Marketing Fundamentals
  • 54. Marketing Strategy How To Develop a Marketing Strategy in 5 Easy Steps: 1. Describe your company's unique selling proposition (USP) 2. Define your target market 3. Write down the benefits of your products or services Marketing Fundamentals
  • 55. Marketing Strategy 4. Describe how you will position your products or services 5. Define your marketing methods. Will you advertise, use Internet marketing, direct marketing, or public relations? Marketing Fundamentals
  • 56. Activity Case Study Marketing Fundamentals 56
  • 59. Case Study Requirements: Marketing Strategy: > Marketing Mix: 4Ps: Product – Price – Place – Promotion > Segmentation / Target Markets: - Demographics: SEC – Gender – Age – Location - Psychographics: Lifestyle – activities – preferences > Positioning > Communication activities plan Marketing Fundamentals
  • 61. Case Study Proposed communication Marketing Fundamentals
  • 62. Case Study - Execution 1 Marketing Fundamentals
  • 63. Case Study - Execution 2 Marketing Fundamentals
  • 64. Case Study - Execution 3 Marketing Fundamentals

Editor's Notes

  1. End of day-1