Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading…
Transcript

MARKETING MYOPIA

AGENDA

AGENDA

  • MARKETING
  • MARKETING HISTORY
  • TYPES OF NEEDS
  • MIS
  • STP
  • BUYER PERSONA
  • 4Ps
  • PROMOTION
  • PUBLIC RELATION
  • CRM
  • MARKETING MYOPIA
  • CONSUMER BEHAVIOUR
  • CASE STUDY

WHAT IS MARKETING

To be a marketer, you need to understand what marketing is, how it works, who does it, and what is marketed.

MARKETING

WHY MARKETING

Marketing is important because it allows you to share your products and services with a niche audience strategically. It helps you tell, show, and PROVE to people how terrific your business is and how you can help them.

WHY MARKETING

Without marketing, your business doesn’t have a voice. Without a voice, you can’t reach people and connect with them. And without connection and communication, you’re left with not much more than a product or service, just sitting there…alone…in the dark.

MARKETING is all about meeting needs

WHAT IS MARKETING

  • Group of activities
  • Discover needs
  • Match product or service with customer
  • Customer satisfaction
  • Gain Profit

MARKETING EVOLUTION

Broad

Narrow

HISTORY

  • Phillip Kotler
  • American marketing association 1995

  • American marketing association 1947
  • Paul mazur
  • William mcinnes

PRODUCTION ERA

PRODUCTION ERA

“If you have a really good thing, it will advertise itself.”

Henry Ford’s

Before 1930 , ads were all about the product , depends on text

SALES ERA

in this Era they made the items more memorable : Coke realized something, The company wasn’t selling as much soda in the winter. A production-oriented approach like Henry Ford’s would have led to a decrease in advertising during colder months while reducing bottling.

Instead, Coca-Cola focused on driving sales by attaching their brand to Santa Claus. To make it work, marketers had to solidify an image of Santa that would appeal to consumers. In 1931, they found what they were looking for in the illustrations of Haddon Sundblom. Until 1964, Sundblom would continue to produce images in the iconic Santa style that we still know and love today.

MARKETING ERA

"Intelligent Adaptations Focus on Meeting Customer Needs"

MARKETING ERA

The development of a marketing orientation represented something of a sea change. While traditional marketing had focused on simply getting products to customers and convincing them to buy, this new approach was different. Marketers were driven to better understand consumers’ needs, concerns and desires. Only then could businesses hope to truly make an impact. By the 1980s, customers were in charge.

RELATIONSHIP ERA

RELATIONSHIP ERA

Marketers market 10 main types of entities

What is Marketed

Goods

Services

Events

Experiences Persons

Places

Properties Organizations

Information

Ideas.

Stated Needs:what customer ask for

CUSTOMER NEEDS

Real Needs:the real value that customer ask for

Unstated Needs:what customer already expect

CUSTOMER NEEDS

Delight Needs:what customers is not expecting but it will great to have

Secret Needs:that customers don't want to express

GOLDEN CIRCLE

SIMON SINEK

GOLDEN CIRCLE

"START WITH WHY"

MARKETING TYPES

BUSINESS MODEL TYPES

  • BUSINESS TO BUSINESS

  • BUSINESS TO CUSTOMER

  • BUSINESS TO BUSINESS TO CUSTOMER

BUSINESS TO BUSINESS

"sell to other businesses"

B2B

BUSINESS TO CUSTOMER

"sell to consumers"

B2C

BUSINESS TO BUSINESS TO CUSTOMER

"sell to consumers and businesses in parallel"

B2B2C

Company 1 sells their product or service in partnership with Company 2 to an end customer.

MARKETING BEGINS BEFORE PRODUCTION AND CONTINUE AFTER CONSUMPTION.

4 BASES OF MARKETING

MARKETING PROCESS

Marketing Information System

Marketing Information System

MARKETING RESEARCH

2013

$40.2 B

MARKETING RESEARCH

  • Observation

  • Survey

  • Focus group

  • Interview

  • Field trial ( testing )

Analysis Paralysis

WHY MARKET RESEARCH ?

MARKET RESEARCH

  • SAVING TIME

  • SAVING MONEY

  • SAVING EFFORT

  • BEST ROI

MARKET RESEARCH TYPES

TYPES

  • EXPLORATORY (IDEAS)

  • DESCRIPTIVE (INFORMATION)

  • CAUSAL (TEST)

SIZE THE MARKET

SIZE THE MARKET

  • TOTAL AVAILABLE MARKET (TAM)

  • SERVICE AVAILABLE MARKET (SAM)

  • SERVICE OBTAINABLE MARKET (SOM)

WAYS

  • Using the Internet

  • Checking out rivals

  • marketing partner expertise

  • Ask your connections and groups

  • Testing

ways

Marketing Research Steps

Steps

1-Define the problem and objectives

2-Develop the research plan

3-Collect the information

4-Analyze the information

5-Present findings

6-Make the decision

CASE STUDY

HOW TO BUILD RIGHT RELATIONSHIP WITH THE RIGHT CUSTOMERS

Segmentation:is a process of organizing the market into groups that a business can gain a competitive advantage in

Targeting: is a follow on process from segmentation, and is the process of actually determining the select markets and planning

Segmentation Targeting Positioning

Positioning:focuses on how the customer ultimately views your product or service in comparison to your competitors

Remember

B2B&B2C

BUYER PERSONA

Information about your buyer

DEMOGRAPHIC ANALYSIS

  • Location- where do people buyers from this persona live?
  • Age- what is this persona’s age range ?
  • Gender – Male or female?
  • Interesets- what are there interests?

  • More information

Education level-Job title-Income level- Relationship status-Language

CASE STUDY

WE ARE PRINTING COMPANY

PRACTICING

McDonald’s

MARKETING MIX

Click to edit text

Product

Price

Place

Promotion

PRODUCT

PRODUCT

Product variety

Quality

Design

Features

Brand name

Packaging

Sizes

Services

Returns

SWOT

ANALYSIS

Product Types

Product Types

These 4 types of products all have different characteristics and involve a different consumer purchasing behavior. they differ in the way consumers buy them and, for that reason, in the way they should be marketed.

Convenience Products

water,fast food, sugar

usually are quite generic and easily replaceable, competition is high.

Convenience Products

Prices should be low or competitive – in order to compete your competitors. Therefore, you would usually want to choose a competitive pricing strategy. Secondly, promotion should target a large audience

Shopping Products

- Products that the customer usually compares on attributes such as quality, price and style in the process of selecting and purchasing.

- Consumers spend much more time and effort in gathering information and comparing alternatives.

Shopping

Products

- The price is usually much higher than for convenience products.

Specialty Products

expensive cars, professional photographic equipment, designer clothes

Specialty Products

these products are kind of special. We are talking about consumer products and services with unique characteristics or brand identification for which a significant group of consumers is willing to make a special purchase effort.

Unsought Products

Unsought Products

Life insurance

How do you market products that consumers do not really think about? You have to make them think about them. As a consequence of their nature, unsought products require much more advertising, selling and marketing efforts than other types of consumer products.

PRICE

PRICE

List price

Discounts

Allowances

Payment period

PLACE

PLACE

Channels

Locations

Inventory

Transport

Place strategy

Intensive: An intensive place strategy is when a company places its product in as many stores as possible. Candy and snacks companies often use this strategy, as they place their products in supermarkets, movie theaters, convenience stores and airports.

Selective: A selective place strategy is when a company places its product in only a few retail stores. For example, companies that manufacture expensive technology items often use this strategy.

Exclusive: An exclusive place strategy is when a company places its product in one retailer. This is usually for luxury products that require salespeople to convey a lot of information about the product during the sale, such as cars.

How to establish an effective place strategy

1. Identify the target market

Place your product where your target market can easily find it, so the first step is discovering who your target market is.Once you have a list of your target market's characteristics, you can create a customer profile and determine ways to reach those customers.

How to establish it

2. Find locations

Think about where your target market is most likely to shop and where they may look for products like yours.

3. Consult the marketing strategy

4. Determine a budget

PROMOTION OBJECTIVES

PROMOTION

  • Introducing a new product or service to the market
  • Educating clients
  • Raising awareness about the brand
  • Competitive advantage
  • Trust of customers
  • Increase Sales

YOU NEED TO ANSWER THIS QUESTIONS

PROMOTION PLAN

  • How much should be spend
  • Which channels
  • What message do we want to put
  • What are the best media for our purpose
  • When should we time our promotion
  • How can we monitor promotion effectiveness

PROMOTION TOOLS

Advertising

Public relation

Sales

Digital marketing

Personal selling

Sponsorship

Advertising

ADVERTISING CLASSIFICATION

CLASSIFICATION

  • Print media

" News paper - Magazines"

  • Broadcast

" TV-Radio"

  • Out of home

"Billboard-outdoor advertising"

ADVERTISING EXCUTION METHODS

METHODS

  • Straight Sell
  • Scientific or Technical Evidence
  • Demonstration(illustrating the advantage of a product) "Persil"
  • Comparison " Cola&Pepsi"
  • Testimonial " Bloggers and celebrities"
  • Slice of Life " Head&Shoulders, Rexona, Diet products"
  • Personality Symbol " Birell for men only , Sherosa for women"
  • Dramatization or Story " Donations , Wolkswagen"
  • Humor " Funny ads "
  • Combinations

Consumer Relation Managment

1.0 >> Product only

2.0 >> Product and Customer

3.0 >> Product and Customer and Relation

MARKETING MYOPIA

MYOPIA

CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

1-Need

2-Information search

3-Evaluation of alternatives

4-Purchase decision

5-Post purchase ( word of mouth )

ADS

HADARY

01128972232

Q&A

El Hadary

https://www.linkedin.com/in/mohamed-hadary/

Learn more about creating dynamic, engaging presentations with Prezi