http://www.saharconsulting.com What is #Marketing, Marketing Mix, and why care about it? How to select customers to serve? What is #Branding & Positioning strategies? SWOT Analysis What is your Vision/ Mission? Who is your audience? What is your Value Proposition - #USP? Elevator Pitch?

1. Marketing 101
Sahar Andrade, MB.BCh
Sahar Consulting. LLC
Vendor Advisory Committee (VAC) of South Central Los
Angeles Regional Center (SCLARC)

2. Agenda
• What is Marketing?
• Why care about marketing?
• The marketing process
• Selecting customers to serve
• Branding strategy
• Positioning strategy
• SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch

3. What is Marketing?
• It is all about identifying, anticipating and satisfying customer needs. It is about
changing the wants to needs. Mainly communicating with the wants
• Is managing profitable customer relationships, or, the process by which companies
create value for customers and build strong customer relationships in order to
capture value from customer in return.
• A strategy is a plan devised to achieve objectives.
Pricing Strategy
Promotional Strategy Product Strategy
Distribution Strategy

4. Why care about marketing?
• Difference between sales, PR and marketing
• Increasing sales
• Increasing market share
• Increasing product/ services visibility & awareness
• Engaging with the proper target segment to gain a
unique selling point

5. 1. It is not about you and what you think
they like or want
2. It’s about what products/ services
MEAN....Not just what they ARE
3. Build it and they will come- doesn’t work
anymore
4. What happens in Vegas doesn’t stay in
Vegas
5. Perceptions are realities for your
customers. It’s not about what you
know….it’s about what they think
Rules of the road

6. 6
The Marketing Process
• In the first four steps to understand customers, to create customer value, and to
build strong customer relationships. In the final step to capture value from
customers in turn.
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
Creat value for customers and build customer relationships
Capture value from
customers to
create profits and
customer equity
Capture value from customers in return
A simple model of
marketing process

7. 7
Selecting Customers to Serve
• Marketing management: the art and science of
choosing target markets and building profitable
relationships with them.
• Marketers must decide first who it will serve, by
dividing the market into segments of customers(market
segmentation) and selecting which segments it will go
after(target marketing).
• Simply put, marketing management is customer
management and demand management.

8. • Developing the brand
– Naming
– Logo
– URL
– Colors
– Slogans
• Put some thought into it, you’re stuck with this for a long time- Discuss
later
Branding Strategy

9. • Target Your Customers
Success of a business products or services is built on one of
Two strategies: (Pain or pleasure)
1- Solution to an existing problem
2- Filling a gap
– What are their problems
– Create a solution
– Describe how your product solves their problem
– Describe the benefits to customer
– What is in it for them (WIIIFT)
Positioning Strategy

10. • SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch
First Things First

11. • SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch
First Things First

12. • SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch
First Things First
Marketing mix ( 4 Ps) is the set of controllable
tactical marketing tools—that the business
considers to produce the response it wants in
the target market
1. Product
2. Price
3. Place
4. Promotion
New Markets shift: from the 4Ps to the 4Cs.
Shift from outbound to inbound marketing
1. Customer solution
2. Customer cost
3. Convenience
4. Communication

13. • SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch
First Things First
1- Vision: About what the business wants to
become, should be inspiring, a short statement
that communicates WHY the business exists,
what it does, for whom and what long range
success looks like. Gives shape and direction to
the business’s future.
2- Mission: What / how your business is
achieving the WHY? More specific. It describes
your business, what it does, where it is going,
and how is it different from other businesses

14. • SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch
First Things First
You need to capture customers' hearts & minds.
 Emotional Engagement/ Loyalty- Story telling
 Think of your favorite brands. How it makes
you feel?
 Consistent across the board- Fonts, colors,
logo
 Seek to evoke an emotional connection to
your brand before ever thinking of making a
sale.
 Don’t get caught up in the trap of wanting to
be everything to everyone -- or you will end
up being nothing to nobody

15. What is Branding
A brand is how people around us perceive
us, what we transmit as a message to
others, without even talking. A Promise,
has to be clear, authentic
Personal branding, is “Self packaging” It’s
identifying the unique qualities, marketable
skills, and building a reputation that captures
the attention of others (clients, managers,
prospects or future partners ).

16. • SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch
First Things First
 Demographics
 Psycho-demographics: Like generations
 Personnas (Values, beliefs, Personalities)
 How do they choose among market
offerings? Expectations are formed about
the value and satisfaction that various
market offerings will deliver.
 Customer value and customer satisfaction
are key building blocks for developing and
managing relationships.

17. Understanding the Marketplace&
Customer Needs
•States of deprivation
•Physical—food, clothing, warmth, safety
•Social—belonging and affection
•Individual—knowledge and self-expression
Needs
• Form that human needs take as they are shaped
by culture and individual personalityWants
• Human wants backed by buying power
Demands
Customer Needs, Wants, and Demands

18. 18
Definitions
 Market Offering: a certain combination of products, services,
information, or experiences offered to satisfy a need or want.
 Market myopia: the mistake of paying more attention to the specific
products a company offers than to the benefits and experiences
produced by these products.
 Market segmentation is the division of a market into distinct groups
of buyers who have distinct needs, characteristics, or behavior and
who might require separate products or marketing mixes
 Market segment is a group of consumers who respond in a similar
way to a given set of marketing efforts
 Target marketing is the process of evaluating each market
segment’s attractiveness and selecting one or more segments to
enter

19. What is the unfulfilled
desire that your product
fills?
How are you better than
your competition?
What is memorable
about you?

20. • SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch
First Things First
Value Proposition or USP (Unique Selling
Proposition): To stand out you need to be
outstanding. If you do not know or unable to
articulate your best qualities, skills, or services no
one else will.
Think about:
 What is your edge, what stands out about you?
 What is unique about you, what is it that you do
that no one else does? What differentiates you?
 What value you offer?
 What solution you bring? Gap you fill?
 What pain or concern you are minimizing or
pleasure intensifying?

21. • SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch
First Things First
More to Think about:
 What do I love to do every day?
 If I could only do one thing every day,
what would it be?
 What are my greatest
strengths/weaknesses?
 What do I do better than anyone else?
 What separates me from the
competition?
 What is the one thing that pushes you
forward in your business, drives you
on a daily basis, and gets you up and
out of bed?

22. 22
• A company’s value proposition is the set of
benefits or values it promises to deliver to
consumers to satisfy their needs, or make
them feel better.
• Value propositions differentiate one brand
from another, by answering the customer’s
question, “why should I buy your brand
rather than a competitor’s ?”

23. • SWOT Analysis
• Know your marketing Mix
• Vision/ Mission
• Branding
• Who is your audience?
• Value Proposition - USP
• Elevator Pitch
First Things First
Elevator Pitch: They call it the elevator
Pitch as it is as short as 30 seconds to 1
minute. It has to be crafted artfully. So after
knowing your USP, you form your elevator
pitch that should tell a short story to attract
your customers so they would know why to
buy your product or use your services
rather than using another business
Your branding statement should be
attractive, have a momentum, tell a story
and have a Call to Action.

24. Mission statement
(e.g. to become the biggest seller in the market)
Strategic objectives
(e.g. to increase sales by 10% in 12 months)
Business objectives
(e.g. to launch the new product/ service
successfully in the next 6 months)
Tactical objectives
(e.g. to set targets for sales staff)
Day-to-day aims
(e.g. to manage customer accounts and deal
with problems)

25. 25
Understanding
maprketplace
and customer
needs
and wants
Design a
customer-driven
marketing
strategy
Construct an
integrated
marketing
program
that delivers
superior value
Build profitable
relationship
and
create customer
delight
Research
customers and
marketplace
Manage
marketing
information
and
customer data
Select
customers:
market
segmentation
and targeting
Decide on a
value
proposition:
differentiation
and positioning
Product and
service design
-build strong
brands
Pricing
-create
real value
Distribution
-manage
demand and
supply chains
Promotion
-communicate
the value
propostition
Customer
relationship
management
-build strong
relationships
with chosen
customers
Partner
relationship
management
-build strong
relationships
with marketing
partners
Capture value
from customer
to create profits
and customer
equity
Creat satisfied
loyal
customers
Capture
customer
lifetime value
Increase
share of
market and
share of
customer
Create value for customer and build customer relationships
Capture value from
customer in return
An expanded model of the
marketing process

26. Blue Print Schedule
Item Schedule
Positioning Strategy Date
Branding Strategy Date
Pricing Strategy date
Advertising Strategy date
Distribution strategy date
Launch strategy date
Marketing strategy date (Offline)
Marketing strategy date (Online)
Initial PR
Begin marketing/ advertising

27. • All the pictures used in the workbook are copyrighted and are used
SOLELY for the purpose of education and learning ONLY not for
commercial use
• This presentation is the intellectual property of, and is proprietary to the
presenter and it is not to be disclosed, in whole or in part, without the
express written authorization of the presenter. It shall not be duplicated
or used, in whole or in part, for any purpose other than to be
educational material The presentation can’t be used in part of whole in
the same program/ similar or different programs
DISCLOSURE

28. Contact Information
Sahar Andrade, MB.BCh
Diversity/Inclusion, Culture Competence &Leadership Consultant/ Speaker
Certified social media strategist & speaker
Sahar Consulting, LLC
www.saharconsulting.com
info@saharconsulting.com
www.linkedin.com/in/saharandrade
Contact us for your next training session or speaking event