Marketing for non marketers, Experience inbound initative

1. Marketing for Non-Marketers
Experience Inbound
15th November, 2014
Nihal Hassan, MBA

2. Outlines
• Marketing Definition
• Strategic Marketing Planning
• Situation Analysis
• External environmental forces “PESTL”
• Internal Forces “SWOT”
• Positioning & Differential Advantage
• Target Market
• Marketing Mix
• Product
• Price
• Place
• Promotion
• Services’ Marketing Mix
• BCG Matrix
• ANSOFF Matrix

3. What is Marketing
YES No
Marketing is Planning
Marketing is Pricing
Marketing is Promoting
Marketing is Distributing

4. What is Marketing (Cont’d)
Marketing is a total system of business activities designed to plan, price,
promote and distribute WANT-SATISFYING products/services/ideas to
target market to achieve organizational objectives
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. “Kotler”

5. Strategic Marketing Planning
• Conducting SituationAnalysis
• Developing marketing objectives
• Segmenting the market
• Profile the market segments
• Positioning
• Marketing Mix

6. Situation Analysis
• Situation Analysis covers External environmental forces
“PESTL” as well as Internal Forces “SWOT”.
• Situation Analysis is a critical task as it includes numerous
subjective as well as objective judgments.
• SWOT Analysis is the most Famous assessment Framework.

7. External environmental forces
“PESTL”
• Economic
• GDP trends
• Interest rates
• Money supply
• Inflation rates
• Unemployment levels
• Wage/price controls
• Devaluation/revaluation
• Energy availability and
cost
• Disposable and
discretionary income
• Technological
• Total government
spending for R&D
• Total industry
spending for R&D
• Focus of
technological efforts
• Patent protection
• New products
• New developments in
technology transfer
from lab to
marketplace
• Productivity
improvements through
automation
• Political-Legal
• Antitrust regulations
• Environmental
protection laws
• Tax laws
• Special incentives
• Foreign trade
regulations
• Attitudes toward
foreign companies
• Laws on hiring and
promotion
• Stability of
government
• Socio-cultural
• Lifestyle changes
• Career expectations
• Consumer activism
• Rate of family
formation
• Growth rate of
population
• Age distribution of
population
• Regional shifts in
population
• Life expectancies
• Birth rates

8. Internal Forces “SWOT”
Strengths
Your specialist
marketing
expertise
A new,
innovative
product or
service
Weakness
Lack of
marketing
expertise
Poor quality
goods or
services
Opportunities
A developing
market such as
the Internet
A market
vacated by an
ineffective
competitor
Threats
A new
competitor in
your home
market
Taxation is
introduced on
your product or
service

9. Marketing Objectives
The objective is the starting point of the marketing
plan.
Objectives should seek to answer the question
'Where do we want to go?'. The purposes of
objectives include:
• To enable a company to control its marketing plan.
• To help to motivate individuals and teams to reach a
common goal.
• To provide an agreed, consistent focus for all functions of an
organization.

10. Positioning & Differential Advantage
• Positioning is all about “perception”
• Positioning: Refers to a product’s image in relation to directly
competitive products as well as other products marketed by
the same company.
• Differential Value: Refers to any feature of an organization or
brand perceived by customer to be desirable and different
from those of the competition.

11. DefiningTarget Market
Target Market: Refers to a group of people or organizations
at which a firm directs a marketing program through knowing:
◦ Demographics
◦ Geographic
◦ Socioeconomic
◦ Psychographics

12. Defining Target Market – Cont’d

13. Marketing Mix
The marketing mix is probably the most famous marketing
term. Also known as the Four P's, the marketing mix
elements are:
Marketing
Mix
Product
Price
Place
Promotion

14. Marketing Mix – Cont’d
Marketer Perception
Four Ps
 Product
 Price
 Place
 Promotion
Customer Perception
Four Cs
 Customer solution
 Customer cost
 Convenience
 Communication

15. Marketing Mix – Cont’d

16. Marketing Mix - Product

17. Marketing Mix – Product – Cont’d
1) Introduction.
The product is promoted to create awareness.
 The product has no or few competitors, & a skimming
price strategy is employed.
Limited numbers of product are available in few channels
of distribution.
2) Growth.
Competitors are attracted into the market with very
similar offerings.
Products become more profitable.
Advertising spend is high and focuses upon building brand.
Market share tends to be stabilized.

18. Marketing Mix – Product – Cont’d
3) Maturity
• Producers attempt to differentiate products and brands are
key to this.
• Price wars and intense competition occur.
• Producers begin to leave the market due to poor margins.
• Promotion becomes more widespread and use a greater
variety of media.
4) Decline
• Declining happens either because more innovative
products are introduced or consumer tastes have changed.
• There is intense price-cutting and many more products are
withdrawn from the market

19. Marketing Mix - Price
Promotional Pricing
Promotional pricing including approaches such as BOGOF (Buy One Get One Free).
Value Pricing
Is used where external factors such as recession exists
Economy Pricing
The cost of marketing and manufacture are kept at a minimum
Penetration Pricing
Price is set artificially low in order to gain market share. Once this is achieved, the price is increased
Premium Pricing
High price where there is a uniqueness about the product Used for luxuries Products/Services

20. Marketing Mix - Place
“A channel of distribution comprises a set of institutions which perform all of
the activities utilized to move a product and its title from production to
consumption” Bucklin -Theory of Distribution Channel Structure (1966)
• Sold through every available outlets.Intensive
• Sold through multiple but not all possible outletsSelective
• Sold through one single outletExclusive
• Sold only through the company’s outletsDirect
• Sold through direct and/or indirect channelsIndirect

21. Marketing Mix - Promotion
What does Promotion mean?
Advertising
Sales Promotion
NO
NO

22. Marketing Mix - Promotion (Cont’d)
• The elements of the promotions mix are:
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
Internet and
Interactive
Marketing
Advertising

23. Personal Selling
• Personal Selling is an effective way to manage personal
customer relationships.
• sales people are very expensive and should only be used
where there is a genuine return on investment.
• The sales person acts on behalf of the organization

24. Sales Promotion
• Sales promotion tend to be thought of as being all
promotions apart from advertising.
• BOGOF promotion, or Buy One Get One Free. Others
include couponing, money-off promotions, free
accessories.
• Sales promotion is generally broken into two major
categories:
• Consumer-oriented activities.
• Trade-oriented activities.

25. Public Relations (PR)
• Public Relations is defined as 'the deliberate, planned and
sustained effort to establish and maintain mutual
understanding between an organization and its publics'
• Public relations uses publicity and a variety of other tools-
including:
• Special publications
• Participation in community activities
• Fund-raising
• Sponsorship of special events
• Various public affairs activities-to enhance an organization's
image.

26. Direct Marketing
• In Direct marketing organizations communicate directly
with target customers to generate a response and/or a
transaction.
• Direct marketing is much more than direct mail and mail-
order catalogs.

27. Advertising
Advertising is a 'paid for' communication.
It is used to develop attitudes, create awareness, and
transmit information in order to gain a response from the
target market.
There are many advertising 'media' such as newspapers
(local, national, free, trade), magazines and journals,
television (local, national, terrestrial, satellite) cinema,
outdoor advertising (such as posters, bus sides).

28. Internet and Interactive Marketing
• Interactive media allow for a back-and-forth flow of
information whereby users can participate in and modify
the form and content of the information they receive in
real time.
• The new media allow users to perform a variety of
functions such as:
• Receive and alter information and images.
• Make inquiries.
• Respond to questions.
• Make purchases

29. Selecting Promotion Activities
• Selection of promotional activities is based on five
elements
• Nature of Product or Services
• Competition
• Budget: Power to spend
• Market Condition: Recession / Active market
• Product Stage: status of product on the PLC

30. Services’ Marketing Mix
 Product
 Price
 Place
 Promotion
• Additional elements for the services Marketing Mix
Process
Physical evidence
people

31. BCG Matrix

32. ANSOFF Matrix

33. ThankYou