Published on March 20, 2014
MARKETING ESSENTIALS In Less than 60 Minutes!
How Much do you know about Marketing?
What Marketing is NOT!Marketing is NOT ADVERTISING!
A Simple Definition to Marketing Marketing is defined as the process that ensures the right products and services get to the right markets at the right time and at the right price. The devil in that sentence lies in the use of the word ‘right’.
What are we going to talk about? Market Competiveness Customers Strategy
Measuring the Market & Market Share Assessing the relevant market The Importance of market share Quick
Competitive Positioning INTERNAL EXTERNAL
Understanding Customers & Segmentation Recognizing Needs
Pyramid of Needs Understanding Customers & Segmentation
Why do Customers Buy?
Features, Benefits & Proofs Understanding Customers & Segmentation
Adoption Cycle Innovators 2.5% of the overall market Early adopters 13.5% of the overall market Early majority 34.0% of the overall market Late majority 34.0% of the overall market Laggards 16.0% of the overall market Total market 100% Understanding Customers & Segmentation
Segmenting Customers Psychographic Benefit Geographic Industry Multi-variant Understanding Customers & Segmentation
MARKETING MIXProduct – Promotion – Price – Place
MARKETING MIX Product
MARKETING MIX - design; - specification and functionality; - brand name/image; - performance and reliability; - quality; - safety; - packaging; - presentation and appearance; - after-sales service; - availability; - delivery; - color/flavor/odor/touch; - payment terms. Product
MARKETING MIX Product Life Cycle
Product Product Range Unique Positioning Proposition Branding DEPTH / BREADTH MARKETING MIX
Price ? MARKETING MIX
Promotion What do you want to happen? How much is it Worth? Define the Message Choose the Media Effectiveness MARKETING MIX
Place MARKETING MIX
What have we talked about? Market Competiveness Customers Strategy
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