What is marketing in practical business

What is
“Marketing”
MentorPresenter
Mr. Giang Nguyen
Cofounder @SLIDE FACTORY
Mr. Thuan Doan
Strategy, Innovation & Marketing Expert;
Managing Director @StrategyM

Imagine, this is
your company
Your company

Your company creates
a service or a product
Product/ Service
Your company
Imagine, this is
your company

Product/ Service
Your company
Your may/ or may not
know who your
customers are
Customer
Imagine, this is
your company

Product/ Service
Your company Customer
(*)Some founders start their
business based on customers
assumption, some others
start with the solution/
product they've already had.
There is not a single right
principle to start a business.
Your may/ or may not
know who your
customers are, yet.
Imagine, this is
your company

Product/ Service
Your company Customer
Now let’s come back to the
product/ service element

You somehow know the
price you want to charge.
CustomerYour company
Product/ Service Price

You know where to sell/
how to deliver the
service/ product
Place/
distribution

Place/
distribution
You come up with a
promotion plan using
social network,
advertising campaign,…
Promotion
You know where to sell/
how to deliver the
service/ product

Place/
distribution Promotion
Many people think “this
is marketing.”
Because it involves a lot
of tools, techniques and
communication strategy.
But I don’t think so

Place/
For me, this is marketing.
Marketing is a lot more
than just promotion
campaign or what you do
on your Facebook page
and your website.
MARKETING

Place/
You may wonder: why there
are so many white spaces
there?
Because there are much
more elements to fill into
this page.
We will keep the elements
we've already written
down, and start over again.
? ? ?
?
MARKETING

Place/
So you have a company.

Place/
To start a company, you
should have at least 2
(two) things:
Vision Aspiration
A vision: what your
company will become
in the next 10 years?
An aspiration/ a mission:
why do you want to start
this business?
So you have a company.

Place/
Vision Aspiration
Having vision and
aspiration is not enough
There are two more
things you should
acknowledge before
starting a business.

Place/
Vision Aspiration
Having vision and
Your customers:
You have to define who your
customers are, who are
willing to pay you/ who you
want to make money from.
There are two more
things you should
acknowledge before

Place/
Vision Aspiration
Competitors
Having vision and
Your competitors:
You must identify know who
you are going to compete
with in the future.
Your customers:
You have to define who your
customers are, who are
willing to pay you/ who you
want to make money from.
There are two more
things you should
acknowledge before

Place/
Vision Aspiration
Competitors
We may call this phase
“analyzing context” –
analyzing all the external
influences on a business.
In this case, I only state
out three elements to
simplify the presentation:
+ Competitors
+ Company
+ Customer
Context

CustomerYour Company
Place/
Vision Aspiration
Competitors
May be you have heard
of it as 3C’s model in
marketing.
(*)Please google for more
information about 3C’s model
(**)There are other models/
framework to analyze the context.
For example, PESTLE Analysis
framework.
P – Political
E – Economic
S – Social
T – Technological
L – Legal
E – Environmental
Context

Place/
Vision Aspiration
Competitors
Value
proposition
After analyzing the context,
you don't jump to the
product creation phase yet.
You have to define your
value proposition in order
to create a service/ product
Context
What is the value you
deliver to your customers?
What is the value/ benefit
your customers will be
acquired?
What problem are you
solving for the customer?
(…)

Place/
Vision Aspiration
Competitors
Value
proposition
If you want the customer
buy your product instead
of your competitors', you
must analyze your
product’s strength and
weakness to develop
competitive strategies.
In this case we use
S.W.O.T analysis model.
From that, you should be
able to develop a
branding proposition for
your product.
S.W.O.T
analysis
Branding
proposition
Context

Place/
Vision Aspiration
Competitors
Value
proposition
S.W.O.T
analysis
Branding
proposition
Context
Strategic planning
I call this phase
“Strategic planning”

Place/
Vision Aspiration
Competitors
Value
proposition
S.W.O.T
analysis
Branding
proposition
By the way, this phase
should be where the
innovation flourishes
Innovation
Context
Strategic planning
I call this phase
“Strategic planning”

Place/
Vision Aspiration
Competitors
Value
proposition
S.W.O.T
analysis
Branding
proposition
Context
Strategic planning
Entering the market
After all of the planning
and analysis, we shall
finally Entering the
market (Phase 3) with
our product/ service.

Place/
Vision Aspiration
Competitors
Value
proposition
S.W.O.T
analysis
Branding
proposition
Context
Strategic planning
Entering the market
That take a lot of
planning, right Gandalf?
After all of the planning
and analysis, we shall
finally Entering the
market (Phase 3) with
our product/ service.

Place/
Vision Aspiration
Competitors
Value
proposition
S.W.O.T
analysis
Branding
proposition
Context
Strategic planning
Entering the market
This time, you may
recognize model
"4Ps of marketing”
- Product
- Price
- Place
- Promotion

Place/
Vision Aspiration
Competitors
Context
Value
proposition
S.W.O.T
analysis
Branding
proposition
Strategic planning
Go to market
For me, all of these are
the work of marketing.
In my definition,
marketing is all about
creating and capturing
customer value.
And you need all of these
elements to do that.
Marketing

Thank you for your attention
Before I end this presentation,
just one more thing…

Place/
Vision Aspiration
Competitors
Context
Value
proposition
S.W.O.T
analysis
Branding
proposition
Strategic planning
Go to market
Marketing
If you agree with me on
this definition of
”marketing”.
And you want to do all
these things…

With amazing, talented
and out-of-earth
teammates
A COMPANY SHOULD LIMIT ITS GROWTH
BASED ON ITS ABILITY TO ATTRACT ENOUGH OF
THE RIGHT PEOPLE
Jim Collins
“
”

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…
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Mechanic
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What is marketing in practical business

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What is marketing in practical business