Marketing crash - Yasser Ghallab

Basics of Basics of Principles of Principles of MarketingMarketing

Yasser GhallabYasser Ghallab

@yasserghallab@yasserghallab

Who Am I ?Who Am I ?( Online Senior Team Leaderمهندس ياسر غالب ، قائد فريق اول في قسم االون الين )•

و ، ITI 2006 , و معهد تكنولوجيا المعلومات 2005خريج هندسة القاهرة قسم االتصاالت عام2012حاصل على ماجستير في إدارة األعمال من جامعة اسلسكا الفرنسية

، ثم عمل لدى اكبر شركات االتصاالت 1995و يعمل في مجال التجارة و التكنولوجيا منذ عام •في مناصب متعددة ، و اآلن يشغل منصب قائد فريق أول في قسم االون الين المسئول عن

موقع فودافون

هدفه بذر اول بذرة لشركة عالمية 2002يعمل في مجال التدريب و التنمية البشرية منذ عام •غرضها تنمية الشباب في العالم كله يدفع فيها القادر و يحصل غير القادر علىه مجانا

و منذ ذلك الحين يعمل كمدرب مع شركات و نشاطات طالبية في مجاالت الحياة و اإلدارة Human development and Management science

~ات والتي تهدف إلي تكوين جيل واٍع� قادر علي مواجهة الحياة المعاصرة المليئة بالتحدي~ة عمل� بقدر� عال� من اإليجابي

بمبدأ" السعادة أسلوب حياة "، و "من المستحيل وجود مستحيل"•

Agenda Agenda 1-What’s marketing2- Identifying needs3-STP4- 4P’s

• Let’s start !!

Why does any Why does any company Exist?company Exist?

Survival Growth

What’s MarketingWhat’s Marketing• Some mistaken thoughts about Marketing !!

Is Marketing Sales?Is Marketing Sales?

• According to the God Father of Marketing

Philip Kotler

• Marketing is : C. C. D. V. T. P

And To

A To a

MarketMarket

At

CreateCreate

CommunicateCommunicate

DeliverDeliver

ValueValue

TargetTargetProfitProfit

9

What is Marketed?

• Goods• Services• Events • Experiences• Persons

• Places• Properties• Organizations• Information• Ideas

• Can a Religion be Marketed?• Can Politics be Marketed?• In other words.. ANY THING can be Marketed!

10

11

Marketing Orientation towards Market Place

12

13

14

Let’s do some math

• Need + options = Want

• Want + Purchasing power = Demand

Demand= New Business!

1.Identifying Customer’s needs ..By : Market Research .

Marketing ProcessMarketing Process

WhatWhat

WhyWhy

HowHow

WhenWhen

Consumer behavior . What are the factors affect on consumer

decision ??

Part 2- STPPart 2- STP

. Who will we Serve ??

SegmentationSegmentation

•A Market Segment is a group of customers who respond in a similar way to a given set of marketing efforts

Why Segmentation?•Meet consumer needs more precisely•Increase profits•Segment leadership•Retain customers•Focus marketing

communications

Mass MarketMass Market

All customers needs the same All customers needs the same

thingthing

• All Customers having the same needs of my product

• Mass Production• Mass distribution• Mass Production• Min Cost.. Max Profit

8-20

Ford’s Model Ford’s Model

T Followed a T Followed a

Mass Market Mass Market

ApproachApproach

Debate QuestionDebate Question• Mass Marketing is dying and replaced by Micro

Marketing?

Social media converted from Social media converted from

Mass To segmentMass To segment

• Facebook and MySpace are un specailized mass social media isnt it?o No its not , it’s specialized in un specialized media o We have linked in specialized in professional networks

• Is YouTube specialized in Videos onlyo Nope, its specialized in un specialized videoso RedTube is specialized in inapproprate videos

TargetingTargeting

• A target Market is a set of buyers sharing common needs or characteristics that the company decides to serve.

10-24

PositioningPositioning

What do my brand do in my customers’ heart

• Positioning

What’s positioning !Creating why ?“When people use your brand as a verb that’s

remarkable “

Branding videoBranding video• Please add the video• http://www.youtube.com/watch?v=JKIAOZZritk

We only do rebranding when we have a big We only do rebranding when we have a big

trouble?trouble?• We are dynamic• We are here• We are flexible• We are innovative• We are changing according to your needs• We are just there

Pepsi Rebranding Pepsi Rebranding • Please add the pepsi rebranding video• http://www.youtube.com/watch?v=tZJRJy0UK4g

• Brands are built on what are people are saying about you, not what are you saying about yourself

• Brand is Promise !!Guy Kawasaki

The Marketing mix )4 P’s(The Marketing mix )4 P’s(

Product… it something Product… it something and everything, and and everything, and sometimes nothing sometimes nothing

10-32

Product Life CycleProduct Life Cycle

PromotionPromotion

Communicate with Communicate with innovationinnovation

BEST TV Add EverBEST TV Add Ever

PlacePlace

PRICEPRICE

Steps in Setting PriceSteps in Setting PriceSelect the price objective

Determine demand

Estimate costs

Analyze competitor price mix

Select pricing method/strategy

Select final price

The marketing processThe marketing process

The marketing processThe marketing process

And you must be And you must be

Thank you & please Thank you & please keep in touchkeep in touch• Twitter : @YasserGhallab• Email: [email protected]