Marketing Management Case Study by Kareem Samara
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This document provides an overview of key marketing concepts including the marketing mix (4Ps), segmentation, targeting, positioning, and the marketing plan process. It discusses segmenting consumer markets based on geographic, demographic, psychographic, and behavioral factors. It also covers selecting target market segments, differentiating and positioning products, and relating social media tactics to overall marketing objectives and strategy.
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Marketing Management Case Study by Kareem Samara
- 1. Marketing Management Open It - Case Study By: Kareem Samara
- 3. Marketing Management Open It - Case Study By: Kareem Samara Thanks : Omar Shawky
- 4. * Marketing is a Social & Managerial PROCESS by which individuals & groups obtain what they need & want through : Creating, Offering & exchanging products of value to others Marketing is Marketing Concepts Satisfying Needs Profitably
- 5. Marketing Plan Process Marketing Research Segmenting PositioningTargeting Defining Target Market Needs, Wants, Demand Product Variety Quality Design Features Brand Packaging Size Services Warranty Return Price Price List Discounts Allowances Payments Credit Promotion Promotions Advertising Sales Force Public relation Direct marketing Place Channels Coverage Assortment Location Inventory Transport Marketing Mix 4 Ps
- 6. Marketing Plan Process Marketing Research Segmenting PositioningTargeting Defining Target Market Needs, Wants, Demand
- 9. Greater Cairo metropolitan Estimated Egyptian Residents in *Greater Cairo ! Greater Cairo is the metropolitan area consisting of Cairo governorate, Giza city, Shubra Al-Kheima and 6 October city. ! The native residents who have roots extended within the Egyptian community are estimated to be 9,456,228 capita in Greater Cairo representing 10.8% of total Egypt population. ! Average number of members in a household is 4.2 ! Estimated to be around 2,251,483 household in Greater Cairo. ! Literacy rate in Greater Cairo is 70.8%
- 10. Second, Economic Segmentation Criteria Upper Class Middle Class Lower Class ▪ Class A expenditure is more than EGP 100,000 annually per household ▪ High private education ▪ High to luxuriance lifestyle ▪ Class B expenditure is between EGP 50,000 - 100,000 annually per household ▪ High governmental and private education ▪ Moderate to high lifestyle ▪ Class C expenditure is less than EGP 50,000 annually per household ▪ Holds High governmental and institutional degree or less ▪ Poor to moderate lifestyle The following is a high level classification for the Economic segments in Egypt to help understanding the pattern of lifestyle per each segment
- 11. أكتوبر 6 محافظة العياط قسم األهرام قسم الجيزة قسم الحوامدية قسم قسم البدراشني العمرانية قسم بوالق قسم الدكرور أطفيح مركز الصف مركز حلوان قسم مايو 15 قسم طره قسم املعادي قسم الجديدة القاهرة ثالث قسم القاهرة ثان قسم الجديدة الجديدة القاهرة أول قسم بدر قسمالشروق قسم العبور قسمالخانكة مركز القناطر شبني مركز طوخ مركز قها قسم القناطرالخيرية مركز كفر شكر بنها مركز قليوب مركز قليوب قسم نصر مدينة قسم السالم قسم املرج قسم شمس عني قسماملطرية قسمالخيمة شبرا أول قسم الخيمة شبرا ثاني قسم البساتني قسم Class A Class B Class C Class D التبني قسم قسم النزهة الوراق قسم الدقي العجوزة إمبابه أقسام وسط البلد قسم الجديده مصر القليوبيه محافظة القاهره محافظة الجيزة محافظة حلوان محافظة Distribution Based on Social Classes Economic/ Geographical قسم الشيخ زايد أول قسم 6 أكتوبرثان قسم 6 أكتوبر مركز إمبابة كرداسة مركز أوسيم
- 12. Segmentation A process of subdividing the market into distinct subsets of customers that behave in the same way or have similar need.
- 13. Bases for Segmenting Consumer Markets These segmentation variables can be used singly or in combination Geographic Calls for dividing the market into different geographical units such as states, regions,counties & neighborhood • Region • City or Metro size • Density • Climate Demographic • Age • Family Size • Family lifecycle • Gender • Income • Education • Occupation • Religion • Generation • Social Class • Nationality Psychographic • Lifestyle • Personality Behavioral • Occasions • Benefits (Unique selling proposition) Crest • User status • Usage Rate • Loyalty Status: - high-core loyals – Split loyals – Shifting loyals - switchers • Buyer-readiness stage • Attitude toward product Segmentation
- 14. D- Requirements for Effective Segmentation To be useful market segments must be : Size, purchasing power, & characteristics of the segments can be measured Measurable Segments are large & profitable enough to serveSubstantial Segments can be effectively reached & servedAccessible Distinguishable & respond differently to different Marketing mix elements & programs Differentiable Programs can be formulated for serving the the segmentsActionable Segmentation Marketers don’t create a segment; they identify segments and then focus on which one to target
- 15. Bases for Segmenting Consumer Markets These segmentation variables can be used singly or in combination Geographic Calls for dividing the market into different geographical units such as states, regions,counties & neighborhood • Region • City or Metro size • Density • Climate Demographic • Age • Family Size • Family lifecycle • Gender • Income • Education • Occupation • Religion • Generation • Social Class • Nationality Psychographic • Lifestyle • Personality Behavioral • Occasions • Benefits (Unique selling proposition) Crest • User status • Usage Rate • Loyalty Status: - high-core loyals – Split loyals – Shifting loyals - switchers • Buyer-readiness stage • Attitude toward product Segmentation
- 16. Bases for Segmenting Consumer Markets These segmentation variables can be used singly or in combination Geographic • Region Demographic • Education Psychographic • Lifestyle Behavioral • Attitude toward product Segmentation
- 17. Targeting The act of evaluating and comparing the identified groups and then selecting one or more of them as the prospects
- 18. Selecting the Market Segments Targeting M1 M2 M3 P1 P2 P3 Selective Specialization The company selects a number of segments all fits objectives & resources. & all promises to be money makers M1 M2 M3 P1 P2 P3 Market Specialization The company concentrates on serving many needs of a particular customer group. It builds a strong reputation in serving this customer group M1 M2 M3 P1 P2 P3 Full Market Coverage The company serves all customer groups with all the products they might need. Only very large firms can undertake a full market coverage strategy M1 M2 M3 P3 P1 P2 Single segment Concentration The company selects a single segment, it gains a strong knowledge of the segments needs & wants& achieves a string market position in the segment M2M1 M3 P1 P2 P3 Product Specialization The company concentrates on a certain product that it sells to several segments. It builds a strong reputation in the specific product area
- 19. Selecting the Market Segments M1 M2 M3 P3 P1 P2 Single segment Concentration The company selects a single segment, it gains a strong knowledge of the segments needs & wants& achieves a string market position in the segment M2M1 M3 P1 P2 P3 Product Specialization The company concentrates on a certain product that it sells to several segments. It builds a strong reputation in the specific product area
- 22. Core BenefitsCore Benefits Core Benefits - Service Features Quality Level Design Brand Name After Sale Service Warranty After Sale Service Installation Actual Product Augmented Product
- 24. Marketing Plan Process Marketing Research Segmenting PositioningTargeting Defining Target Market Needs, Wants, Demand Product Variety Quality Design Features Brand Packaging Size Services Warranty Return Price Price List Discounts Allowances Payments Credit Promotion Promotions Advertising Sales Force Public relation Direct marketing Place Channels Coverage Assortment Location Inventory Transport Marketing Mix 4 Ps
- 25. Marketing Plan Process Product Variety Quality Design Features Brand Packaging Size Services Warranty Return Price Price List Discounts Allowances Payments Credit Promotion Promotions Advertising Sales Force Public relation Direct marketing Place Channels Coverage Assortment Location Inventory Transport Marketing Mix 4 Ps
- 26. Marketing Plan Process Product Variety Quality Design Price Price List Promotion Public relation Direct marketing Place Channels Location Marketing Mix 4 Ps
- 27. Marketing Mix 4 Ps 4 Cs • Product Customer Solution • Price Customer Cost • Place Convenience • Promotion Communication
- 28. Social Media Tactics Social Media Objective Social Media Strategy Marketing Strategy Marketing Objective
- 29. Social Media Tactics Social Media Objective Social Media Strategy Marketing Strategy Marketing Objective
- 30. • What is Marketing? • Strategic Marketing – Segmentation – Targeting – Positioning • Tactical Marketing (4Ps) – Product – Price – Place – Promotion Summary
- 31. Marketing Management Open It - Case Study By: @KareemSamara kareem@SBKits.com