Fifth day (part two)
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The document provides an overview of marketing concepts including definitions of marketing, the evolution of marketing approaches over time, key terminologies, and debates around whether marketing creates or satisfies needs. It discusses segmentation, targeting, and positioning (STP) as part of the marketing strategy, and the 4Ps (product, price, place, promotion). It also covers topics like SWOT analysis, situational analysis including environmental and internal analysis, marketing objectives and programs, budgets, and controls. The document is intended to educate attendees on fundamental marketing concepts and strategies over the course of a multi-hour workshop.
Fifth day (part two)
- 1. THE SO CALLED … MARKETING!! What Is It All About?
- 2. Agenda Topic Duration MARKETING 10 m Concept … Definitions … Evolution … Key Terminologies Market Plan Key Rules, Templates?, Key Components, Situational Analysis, Marketing 30 m Strategy, Marketing Programs, Budget & Controls Situational Analysis 20 m Environmental Analysis, Internal Analysis, SWOT Analysis Marketing Strategy 20 m STP + 4Ps Break 10 m Marketing Programs, Budgets & Controls 10 m Special Topic 5m Internet & Marketing What-to-Do summary 5m Q&A 10 m
- 3. Real Life Cases XXXXXXXX
- 4. Marketing
- 5. Science VS. Practice • It is well known that marketing as a science did not start before the 20th century, but marketing as a practice started with the start of mankind!!
- 6. Social VS. Managerial • Marketing originally is a societal process by which individuals and groups obtain what they need and want through interacting freely with others, but when it comes for managerial level its more formal process aiming primarily at selling products.
- 7. Understanding Marketing
- 8. Understanding Marketing
- 9. What is Market? PEOPLE
- 10. What is Market? BUT - not just ANY people, they have to have • Willingness to buy • Purchasing power (money) • Authority to buy
- 11. What is Marketing? Formal Def. 1 Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals and organizational objectives. The American Marketing Association
- 12. What is Marketing? Formal Def. 2 Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is “meeting needs profitably.” Philip Kotler, Marketing Management, Millenium Edition
- 13. What is Marketing? My Proposed Def. Marketing is an organizational function and a set of processes for identifying, creating, communicating, and delivering value to customers in ways that benefit the organization and its stakeholders.
- 14. What is Marketing? It’s your turn!!
- 15. Evolution of Marketing …Concepts Concept Production Product Sales Marketing Approach Buyers admire Good product is well made no more an Customer more Customer will Assumption product & can assurance for knowledgeable buy anyway praise quality & success among and less naive performance alternatives Efficiently Substantial Find wants and Focus produce large Product quality promotional fill them quantities effort Marketing execs Shaped by Shaped by Sales executive dominating Strategy manufacturin designers and more admired through g executives engineers customer orientation How to better Sell the out Marketing Sales Hard sell serve the put myopia customer
- 16. Evolution of Marketing … Roles
- 17. Values, Needs & Wants Fundamental beliefs about what is desirable, worthwhile, and important to an individual Values Needs Wants
- 18. Values, Needs & Wants Fundamental beliefs about what is desirable, worthwhile, and A state of felt deprivation; important to an individual physical, social or individual. Values Needs Wants
- 19. Values, Needs & Wants Fundamental beliefs about what is desirable, worthwhile, and important to an individual A state of felt deprivation; physical, social or individual. Values Needs Wants That form taken from a human need and shaped Into certain SOLUTION of a value to customers
- 20. Marketing Debate Does Marketing Create or Satisfy Needs?
- 21. NO Single Answer
- 23. Key Rules
- 24. Key Rules
- 25. Key Components Executive Summary (last step) Situational Analysis Environmental Analysis Internal Analysis Marketing Strategy Segmentation, Targeting & Positioning Marketing Mix: 4Ps Marketing Programs Budget / Financial Forecasts Controls
- 27. Environmental Analysis EXTERNAL F O R C E S - PEST Analysis Economic D IR E C T F O R C E S - Porter Analysis Power of Buyers Governmental Social Political Suppliers Power of Actions Competition Rivarly Threat of Subsitutes Technology
- 28. PEST Analysis Political Economic Sociocultural Technological US government is Struggling US Increasing The highest Constitution-based economy (T) environmental investment of the federal republic with awareness & health USA government in R Increasing Inflation & strong democratic unemployment (T) consciousness (O) & D (O) tradition (O) Declining mass extensive Energy prices technologically market increased, and food trends worldwide (O) prices decreased slightly (T) Increasing diversity of & (T) workforce and Consumer purchasing increasing number of markets decision is going user of internet (O) more towards low price (O) & (T) Changing pace and location of life & Non-store formats household (Especially Virtual Lower cost Stores) grew faster composition competition regional than the total retail and globally (T) industry (O) Increasing personal income (O)
- 29. Porter Analysis XXXXX Low Medium Significant entry High bargaining barriers, and economy power, but market is of scale growing and there’s a potentiality new customer groups Medium Total =Medium Rising bargaining Only government, no power, but there’s a foreign potentiality to eliminate suppliers High Rising sales of substitute Products
- 30. Porter Analysis
- 31. Internal Analysis Marketing Audit Questionnaires Running Vs. New Business
- 32. Internal Analysis Corporate Resources Marketing Finance R&D Operations Human Information Resources Systems
- 35. SWOT Analysis
- 36. SWOT Analysis
- 37. SWOT is not just a nice-to-have; it must be used!!
- 38. Strengths (S) Weaknesses (W) S1: Highly efficient supply chain management W1: Decreasing Profitability. S2: Virtually connected Stores, and Head W2: The Stores are centralized in quarters W3: Negative corporate Image. S3: Every one clearly understand the structure W4: Tight Liquidity. S4: Marketing and promotion practices W5: No marketing division exists. S5: Value the employees and calling them W6: No R&D division exists. associate - partners rather than clerks Opportunities (O) SO Strategies WO Strategies O1: The consumer purchasing decision is going S1O1 Continual focus on low prices W1O4 Develop more virtual products that can more towards low price be online sold S2O2 Utilize technological tools to maintain O2: The extensive technologically trends in the and improve information network W2O3 Expanding in Europe and by reducing world S4O2 Use the technology in making innovative distribution cost O3: Existing only in stores a relatively small number marketing and promotion practices of countries O4: The increasing number of internet users S4O4 More focusing on the dot com business O5: Different store types offer Wal-Mart opportunities to exploit markets Threats (T) ST Strategies WT Strategies T1: Increasing Inflation & unemployment S1T1 Use the efficient supply chain in W2T2 Expanding outside the to avoid more T2: Being number one means higher exposure to decreasing the operation cost exposure to competition competition S1T3 Use the efficient supply chain to maintain W6T3 Establishing R&D division to innovate T3: Lower cost regional and global manufacturing lower prices than global competitors and minimizing costs leading to price competition S4T2 Always keeping an edge in comparison to T4: Rivalry among competing firms is high competitors T5: Non-store formats (Especially Virtual Stores) grew faster than the total retail industry S2T5 Developing the Wal-Mart virtual store to lead the market
- 39. CIAs XXXXX Area Comment Product Too narrow product line, and no capability to develop new Critical Improvement Areas Development products that would keep the company competitive and enable it to serve new markets/segments Research and Strong R&D function is essentially to help the company development develop new products, and to track technology changes and also to help the company having the propriety technology Marketing, Strong marketing function to develop the company and competitive marketing arm and skills, and support of competitive intelligence intelligence to scan and completely understand the industry and the market Costing Higher cost relative to competitors may deprive company from its current super profitability pricing advantages Internal The management skills needs to be fostered with special (CIAs) Management focus on human resources management (and more specific comp. & benefits) Communication Communications problems hinder the company performance especially wit regards to the culture diversity
- 41. Marketing Strategy STP 4Ps Segmentation Targeting Positioning
- 42. Marketing Strategy STP 4Ps Segmentation Targeting Positioning Customers Defining different groups of Customers who share a similar set of attributes. Products Can be also defined from products point of view, so we have product segments.
- 43. Marketing Strategy STP 4Ps Segmentation Targeting Positioning Customers Targeting Defining different groups of Customers This is simply to who share a similar set choose a of attributes. segment, or in other cases you may select to go Products mass!! Single / Multi Can be also defined Product / from products point of Market view, so we have Mass product segments.
- 44. Marketing Strategy STP 4Ps Segmentation Targeting Positioning Customers Targeting positioning Defining different Act of designing groups of Customers This is simply to the company’s who share a similar set choose a offerings and of attributes. segment, or in image to occupy other cases you a distinctive may select to go place in the Products mass!! mind of the target Single / Multi market Can be also defined Product / segment. from products point of Market view, so we have Mass PoPs Vs. PoDs product segments. Identity Vs. Image
- 45. Marketing Strategy STP 4Ps Segmentation Targeting Positioning Customers Targeting positioning Defining different Act of designing 4ps = 4Cs groups of Customers This is simply to the company’s who share a similar set choose a offerings and of attributes. segment, or in image to occupy Product = Customer Solution other cases you a distinctive may select to go place in the Price = Customer Cost Products mass!! mind of the target Place = Convenience Single / Multi market Can be also defined Product / segment. Promotion = Communication from products point of Market view, so we have Mass PoPs Vs. PoDs product segments. Identity Vs. Image
- 46. Cases Segmentation & Targeting Product: Residential apartment located in New Cairo Features: 300sqm –finished lux with full services Price: LE 500,000 Payment Terms: 35% down payment – 65% 5 years installments Guess what are the Targeted Segments? B2B / B2C Demographics Socioeconomic Behavioral B+-A Owning at least Individual Married with Culture oriented one car Consumers Children Love to live calm Members in prestigious club
- 48. Cases Re-Positioning From Search Engine to Social Network
- 51. Cascading Strategies Promotion Price Place 4Ps Product
- 52. Cascading Strategies • Product Variety • Quality • Design • Features • Brand Name • Packaging • Size • Services • Warranties • Returning
- 53. Cascading Strategies • Product Variety • Quality • Design • List Price • Features • Discounts • Brand Name • Allowances • Packaging • Payment Periods • Size • Credit Terms • Services • Warranties • Returning
- 54. Cascading Strategies • Product Variety • Quality • Design • Channels • List Price • Features • Coverage • Discounts • Brand Name • Assortments • Allowances • Packaging • Locations • Payment Periods • Size • Inventory • Credit Terms • Services • Transport • Warranties • Returning
- 55. Cascading Strategies • Product Variety • Quality • Design • Channels • List Price • Sales Promotion • Features • Coverage • Discounts • Advertising • Brand Name • Assortments • Allowances • Sales Force • Packaging • Locations • Payment Periods • Public Relation • Size • Inventory • Credit Terms • Direct Marketing • Services • Transport • Warranties • Returning
- 57. Objectives • SMART • Sales Forecast is the key objective • Other Examples of SMART objectives: • Traffic?? • Stores?? • Publicity??
- 58. Organization • Organization Chart • JD • Key Personnel
- 59. Activities • Promotion • Offline Vs. Online • Below the Line Vs. Above the Lone • R&D
- 61. Two Key Figures • Sales Revenues Forecasts • Marketing & Sales Expenses
- 62. Controls
- 63. Control Tools • Action Planning • Milestones • KPIs
- 64. Special Topics
- 65. Internet & Marketing The Internet will create new winners !! “Kotler @ Millennium” Now: the wealthiest 10 around the world are internet made!! The internet for marketing Knowledge Reach
- 66. Conclusion
- 67. What To Do? Research Your Develop Your Document into Market Strategy Marketing Plan • Define • STP • Set Goals • Design • 4Ps (Sales Forecast) • Collect • Plan Activities • Analyze • Forecast a Budget • Document
- 68. Just email me to receive your copies of various marketing readings oselbadawy@gmail.com Keep in touch /in/oselbadawy /oselbadawy Thank You for Being My Audience
Editor's Notes
- #22: Scanning the Societal EnvironmentThe societal environment is scanned with what is called PEST analysis, which is Political-legal, Economic, Sociocutural, TechnologicalWe scanned the environment of the USA, the most significant for example in the economic, is the struggling US economy, the increasing of inflation and unemployment, & increasing personal income.For the technological for example is, that the USA considered the highest in investment in R & D, increasing number of Internet user and the spread of virtual storesFor the political legal, we found a stable democratic governmentAnd finally for the sociocutural, the increasing of environmental awareness and health consciousness, What are the conclusion from the societal scanning of the US that we get?? Let’s see next