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
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
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
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
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
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