This document provides an overview of key marketing concepts including the marketing mix, branding, brand awareness, brand equity, and how to structure a marketing plan. It discusses the 7Ps of the marketing mix - product, price, place, promotion, people, process, and physical environment. It also explains how to focus a marketing plan by including sections for business overview, market overview doing a SWOT analysis, objectives, strategy, budget, and action plan timeline. The goal is to position the brand and create demand using the right marketing mix strategies.

1. Marketing
Plan
Laith Eid, MBA
Marketing Manager – Ketab Technologies

2. What is Marketing ?
Needs
Wants
Satisfaction

3. Marketing Mix

4. Product

5. Place

6. Price

7. Promotion

8. People

9. Process

10. Physical Environment

11. Branding

12. Brand
Emotional
Corporate Image
Identity
Visual Aspects
Logo
Mark / Icon
Simplest Form

13. Brand Awareness
Recognition
Rate your familiarity with each brand in category X
Recall ,
First brand that comes to mind for a category
Image
Is developed over time through advertising campaigns.
Come to the consumer’s mind

14. Brand Equity

15. Brand Positioning
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•
•
•
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PR
Promotion
Sponsorship
Partner Co-Branding
CSR

16. Marketing Plan

17. How to Focus….
Business Overview
Market Overview
Objectives
Strategy
Budget
Action

18. • Business Overview
• Market Overview (Primary & Secondary)
S.W.O.T
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–
–
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Customer Information
Market Information
Industry Information
Product/Service Information
• Objectives (Specific)
• Strategy
– Marketing Mix: Positioning + Create The Demand
• Budget
• Action Plan (Timeline)
• Supporting Documents

19. Thank you