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The Course Objectives
LEARN PRACTICAL MARKETINGKNOWLEDGE AND PRACTICESModule 1 (Day 1)
Marketing Definition STP, Principle of Real World Mktg.
Module 2 (Day 2 & 3) Marketing Tools
From Online Marketing to Direct Marketing
Module 3 (Day 4) Marketing Program Workshop Learn How To Design a Marketing Program
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Todays Objectives
What is marketing?
STP
The Marketing Mix Principles of real world marketing
Exercise
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What is Marketing?
It is not just selling and advertising; It is the process
by which companies create value forcustomers and
build strong customer relationships in order to
capture value from customers in return.
The Whole Firm Taken From A Customer
Perspective Peter Drucker
EVERYTHING THAT TOUCHES THE CONSUMER
IS MARKETING
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What Marketing Does?
Reach customers
Motivate Them To Buy
Use AND REBUY The product
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STP (Segmentation, Targeting
&Positioning)
Market
segmentation
2. Identify bases
for segmentingthe market.
3. Develop
segment profiles
Target marketing
3. Develop measure
of segment
attractiveness
4. Select target
segments.
Market positioning
5. Develop
positioning
(differentiation) for
target segments.
6. Develop a
marketing mix for
each segment.
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1. Market segmentation
Dividing a market into smaller groups
ofbuyers distinct needs,
characteristics, or behaviorwho mightrequire separate products or
marketing mixes
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Market segmentation
Buyers differ inWantsResourcesLocations
Buying attitudesBuying practices
Through market segmentation,
companies divide large,heterogeneous(different) markets into smaller segmentsthat can be reached more efficiently andeffectively with products and services thatmatch their unique needs
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Geographic segmentation
Dividing a market into different
geographical units such as nations,
states, regions, counties, cities orneighborhoods
Al-wasset classifieds (maadi)
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Demographic segmentation
Dividing the market into groups based
on demographic variables such as age,
gender, family size, family life cycle,
income, occupation, education, religion,race and nationality
Most popular because our needs,
wants and usage rates depend on thedemographics
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Age and life cycle
segmentation
Dividing a market into different age and
life cycle groups
Kids (corn flakes), adults, magazines
(teen stuff)
Gender segmentation
Dividing a market into differentgroups based on gender
Clothing, cosmetics, perfumes
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Income segmentation
Dividing the market into different
income groups
Cars, financial services
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Psychographic
segmentation
Dividing a market into different groups
based on social class, lifestyle or
personality characteristics
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Behavioral segmentation
Dividing a market into groups
based on consumer knowledge,
attitude, use, or response to aproduct
Occasion segmentation
Dividing the market into groupsaccording to occasions when
buyers get the idea to buy
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Behavioral segmentation
(contd)
Benefit sought segmentation
Dividing the market into groups
according to the different benefitsthat consumers seek from the
product (detergent)
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Using multiple segmentation
bases
Using multiple segmentation bases in
an effort to identify smaller, better
defined target groups
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Requirements for effective
segmentation
Measurable
Accessible
Differentiable (segment is unique) Actionable (can perform marketing
mix to reach this segment)
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STP
Market
segmentation
2. Identify bases
for segmenting
the market.
3. Develop
segment profiles
Target marketing
3. Develop measure
of segment
attractiveness
4. Select target
segments.
Market positioning
5. Develop
positioning
(differentiation) for
target segments.
6. Develop a
marketing mix for
each segment.
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Target marketing
The process ofevaluating each
market segments attractiveness and
selecting one or more segments toenter
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Evaluating market segments
Segment size
Growth
Segment attractiveness Company objectives and resources
Competitors
Buying power Supplier power
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Selecting target market
segments
Target market
A set of buyers sharing common needs or
characteristics that the company decides toserve
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Targeting Strategies
Undifferentiated Strategy
One marketing mix for the
whole market
Concentrated (niche)
Strategy
One marketing mix andone segment
Differentiation Strategy
Two marketing mix and 2
different segment
Chipsy BMW
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STP
Market
segmentation
2. Identify bases
for segmenting
the market.
3. Develop
segment profiles
Target marketing
3. Develop measure
of segment
attractiveness
4. Select target
segments.
Market positioning
5. Develop
positioning
(differentiation) for
target segments.
6. Develop a
marketing mix for
each segment.
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Product positioning
The way that product is defined by
consumers on important attributes -
the place the product occupies inconsumers minds relative to
competing products
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Perceptual Positioning Map for
Automobiles
Volvo 850R
Chrysler LHS
Buick Park Avenue
Oldsmobile L35
Honda Accord
Nissan Sentra
Plymouth VoyagerDodge Caravan
Geo Metro
Kia Sephia
Dodge Neon
Saturn SC2
Porsche 914
Mercedes 400SE
Lexus LS400
Jeep Grand CherokeeAcura Integra
Ford Taurus
Honda Civic
Stylish, prestigious, distinctive
Practical, common, economical
Staid,
conservative,
older
Fun,
sporty,
fast
TM3TM2
TM1
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Developing the marketing
mix
Marketing mix: the set of controllable
tactical marketing tools: product,
price, place and promotion that thefirm blends to produce the response it
wants in the target market
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Consumer
productsPrinciples of Real
World Marketing
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Principles of Real World
Marketing
Your Customers Arent Listening To
You
Everybody Else Is Shouting At YourCustomers
The Rest Of Your Organization thinks
you are crazy BUT
You Cant execute your program
without the rest of the company
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Principles of Real World
Marketing
The More You Give; The More You Get
Being Good Is Never Good Enough;
You Have To Be Better Marketing Should Be The Most Creative
and Most Logical Part Of Your Business
Everything Is Marketing
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Integrated Marketing
Communications (IMC) The concept under which a company
carefully integrates and coordinates
its many communications channels todelivera clear, consistent, and
compelling message about the
organization and its products
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IMC
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Marketing communications mix
- promotion mix
The mix of
Advertising
Personal sellingSales promotion
Public relations
Direct Marketing That the company uses
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a. Advertising
Any paid form ofnon-personal
presentation and promotion of ideas,
goods, or services
Advertising tools
Print (newspapers, magazines)
TV
Radio
Outdoor
Online
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1. Setting advertising
objectives
A specific communication task to be
accomplished with a specific target
audience during a specific period of
time
Objectives
Informative (new product category)
Persuading (when competition
increases, comparative advertising,
comparative advertising AUDI ad)
Reminding (coca cola, Pepsi)
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2. Developing advertising strategy
a. Creating advertising messages
Message execution
Slice of life: one or more typical people
using the product in a normal setting.
Samna and Oil ads) Lifestyle: how a product fits in with a
particular lifestyle. Nescafe
Fantasy: creates fantasy around the
product or its use. Galaxy (girl in the bigchair), 7up tropical
Musical: one or more people or cartoon
characters singing about the product.
(Sunsilk)
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2 D l i d ti i t t
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2. Developing advertising strategy
b. Selecting advertising media
Deciding on reach, frequency
Reach: measure of the percentage of people in
the target market who are exposed to the adcampaign during a given period of time
Frequency: measure ofhow many times the
average person in the target market is
exposed to the message
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Choose Your Media Type
Question
How to choose the best medium?
AnswerWhatever Works for your campaign and
reaches your target market
Primary Medium Secondary Medium
Spread your budget equally on more than
one medium
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Profiles of major media
typesPrint -Newspaper
Flexibility; timeliness; good local market
coverage; broad acceptability; believabilityShort life; poor productionquality
Television Good mass-market coverage; low cost perexposure; combines sight, sound, and motion;appealing to the senses
High absolute cost; high clutter;less audience selectivity
RadioGood local acceptance; high geographic anddemographic selectivity; low cost
Audio only; low attention (halfheard); fragmented audiences
Print -Magazine
High geographic and demographic selectivity;credibility and prestige; quality production;long life; good pass-along
high cost; no guarantee ofposition
Outdoor Flexibility; high repeat exposure; low cost; lowmessage competition; good positional
selectivity
Little audience selectivity;creative limitations
Online High selectivity; low cost; immediacy;interactive capabilities
Small, demographically skewedaudience; low impact; audiencecontrols exposure
Medium AdvantagesMedium Advantages LimitationsLimitations
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Print Advertising (Newspapers,
Magazines)
Most Advertisers budget more for print than any othermedia
Works mainly to promote sales promotions Anatomy:
Headline Sub headline Copy choose the font that serves the message Visual Caption
Trademark Signature Slogan
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Exercise
Each Team chooses a print ad from the
newspaper or magazine and analyze it
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Television
Used When You Need To Evoke
Emotions surprise, anxiety,
excitement, happiness,
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Outdoor Billboards,
Banners and Signs
It must be read in a hurry
It is geographically specific
It directs people to your business location Placing it in front of competitor location IS
SMART
Design should include 2 main sections: 1-
Header to catch attention from far, 2-essential information
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Outdoor Billboards,
Banners and Signs
Forms:
Vinyl
Hand PaintedWood
Metal
Light BoxesElectronic Display
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Online Advertising
Types:
Website = company brochure
Banner Ads = billboard where you use
your logo, one simple message and
max. couple lines of body copy
N.B Refresh Your Content Regularly
Deliver fascinating and attractive content
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Other Forms of Indirect
Advertising
Point Of Purchase POP
Flags
DanglersRoll ups & pop ups
Word Of MouthVirtual WOM
Face To Face
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b. Sales promotion
Short-term incentives to encourage
the purchase or sale of a product or
service
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Major sales promotion tools for
consumers Sample: a small amount of a product
offered to customers for trial. (perfumes)
Coupon: certificate that gives buyers a
saving when they purchase a specifiedproduct
Price off (cents-off deal): reduced price
that is marked by the producer directly on
the label or package. (10 instead of 12)
Premiums: prizes, gifts consumers receive
when purchasing products. (shampoo with
shower gel, vodafone)
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Major sales promotion tools for
consumers (contd)
Contests and sweepstakes
Contests:solve questions and you win
something (who would win the million)Sweepstakes:depend on luck
Bonus packs:additional or extra
number of items is placed in a special
product package (3 with price of 2,
20%extra)
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Major sales promotion tools for
trade
Discount: a straight reduction in price
on purchases during a stated period
of time Allowances: promotional money paid
by manufacturers to retailers in return
for an agreement to feature the
manufacturer's products in some way
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c. Public relations
Building good relations with the companys
various publics by obtaining favorable
publicity, building up a good corporate
image, and handling or heading off
unfavorable rumors, stories, and events
It is unpaid advertising
PR tools
Press releasesSponsorships (Mc Donalds and the hospital
53753)
Special events (Vodafone and the charity
complex)
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d. Personal selling
Personal presentation by the firms
sales force for the purpose of making
sales and building customerrelationships
Personal selling tools
Personal presentation
Trade shows (exhibitions and fairs.
Le marche)
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e. Direct marketing
Direct communications with carefully
targeted individual consumers-the use
oftelephone, mail, fax, e-mail, theinternet, and other tools to
communicate directly with specific
consumers
Direct marketing
Sending catalogues
Telemarketing
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Push strategy
A promotion strategy that calls for
using the sales force and trade
promotion to push the product throughchannels.
The producer promotes the product to
wholesalers, the wholesalers promote
to retailers, and the retailers promote
to consumers
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Pull strategy
A promotion strategy that calls for
spending a lot on advertising and
consumer promotionto build upconsumer demand.
If the strategy is successful,
consumers will ask their retailers for
the product, the retailers will ask the
wholesalers, and the wholesalers will
ask the producers
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Push Vs Pull strategy
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1. Affordable method
Setting the promotion budget at a
level management thinks the
company can afford
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3. Competitive-parity method
Setting the promotion budget to match
competitors outlays
Get Data from reports such as PARCMobinil and Vodafone
Pepsi and coca cola
4 Obj ti d t k
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4. Objective and task
method
Developing the promotion budget by
Defining specific objectives
Determining the tasks that must bepreformed to achieve these objectives
Estimating the costs of performing
these tasks
The sum of these costs is the
proposed promotion budget