Marketing for NonMarketers

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Marketing for Non-Marketers

• Prepared by
• Sherif Mamdouh, MBA
• Head of Business Development Mubasher VAS

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What is Marketing
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What is Marketing

• 
  YES No
• Marketing is Planning
  
• Marketing is Pricing
• Marketing is Promoting
• Marketing is Distributing

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What is Marketing

• 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

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Evolution of Marketing
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Modern Marketing Concept
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Planning
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Planning

• Planning is deciding now what we are going to do
  later in light of current givens, including HOW
  and WHEN we are going to do it.

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Strategic Marketing Planning
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Situation Analysis

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

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SWOT Analysis
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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.

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Positioning Differential Advantage

• Positioning is all about 'perception
• Positioning Refers to a products 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.

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Positioning Differential Advantage

• Trout and Ries suggest a six-step question
  framework for successful positioning
• What position do you currently own?
• What position do you want to own?
• Whom you have to defeat to own the position you
  want.
• Do you have the resources to do it?
• Can you persist until you get there?
• Are your tactics supporting the positioning
  objective you set?

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Defining Target Market

• Target Market Refers to a group of people or
  organizations at which a firm directs a marketing
  program through knowing
• Demographics
• Psychographicss

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Strategic Marketing Mix

• The marketing mix is probably the most famous
  marketing term. Also known as the Four P's, the
  marketing mix elements are

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Price

• Pricing Strategies

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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)

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Place
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Product

• Product Life Cycle

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Product

• 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.

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Product

• 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.

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Product

• 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.

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Product

• 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

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Promotion

• Promotion Mix MEANS Advertising

YES
NO
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Promotion

• The elements of the promotions mix are

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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.

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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.
• Each sales promotion should be carefully costed
  and compared with the next best alternative.

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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'
• It is relatively cheap, but certainly not cheap.
• Successful strategies tend to be long-term and
  plan for all eventualities.

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Direct Mail

• Direct mail is very highly focused upon targeting
  consumers based upon a database.
• The potential consumer is 'defined' based upon a
  series of attributes and similarities.
• Direct mail is TWO WAYS communication not just a
  one way

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Trade Fairs and Exhibitions

• Such approaches are very good for making new
  contacts and renewing old ones.
• The purpose is to increase awareness and to
  encourage trial.
• They offer the opportunity for companies to meet
  with both the trade and the consumer.

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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).

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Sponsorship

• Sponsorship is where an organization pays to be
  associated with a particular event, cause or
  image.
• The attributes of the event are then associated
  with the sponsoring organization.

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End of Presentation

• Thank you very Much