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Module 1
Management is sales-volume
oriented Management is profit-oriented
Maximize the
sales of existing Develop new
products in markets for
existing markets existing and
new products
Profits through
Target Customer Integrated
Customer
Market Needs Marketing
Satisfaction
The provision of
superior customer
value The generation of
above average profits
How will
people be
How and persuaded to
where are we buy?
selling it? PROMOTION
How much are PLACE
we charging
for it?
PRICE
What are
we offering?
PRODUCT
Product
(or service)
Promotion Place
Price
Product
brand, design, features, packaging, quality, sizes,
services, returns, variety, warranties
Price
allowances, credits terms, discounts, list price,
Sellers view of payment period
the marketing
mix
Promotion
with variables
advertising, direct marketing, sales force, sales
promotion, public relations
Place
assortments, channels, coverage, inventory, locations,
transport
Solution
How can I solve my problem?
Access
Where can I find it?
Extension strategies
Technology, etc.
What does the customer want from the product/service? What needs does it satisfy?
What is it to be called?
How is it branded?
What is the most it can cost to provide, and still be sold sufficiently profitably?
What do you competitors do, and how can you learn from that and/or
differentiate?
Pricing strategy
Importance of
knowing the market
elasticity
keeping an eye on rivals
Is the customer price sensitive? Will a small decrease in price gain you
extra market share? Or will a small increase be indiscernible, and so
gain you extra profit margin?
Strategies to make
the consumer aware
of the existence of a
product or service NOT just advertising
Where and when can you get across your marketing messages to
your target market?
Type of product
Target market
Market structure
Rivals behaviour
Marketing position
Product portfolio
Product lifecycle
Boston Matrix
Module 2
SWOT
analysis
PEDESTL Framework
Competitive pressures coming from the attempts of companies outside the industry
to win buyers over to their products
Rivalry among
Suppliers of Competitive competing sellers Competitive
raw materials, pressures Competitive pressure
parts stemming from pressures created by stemming from
components or supplier jockeying for better buyer bargaining Buyers
other Resource bargaining power market position, power and seller-
inputs increased sales and
and supplier seller buyer
market-share and
collaboration competitive collaboration
advantage
Cheap to implement
Environmental
Analysis
Internal External
Environment Environment
Examples
Examples
Inefficient distribution
Outdated technology
Poor product image
Weaknesses Under-trained employees
Examples
Opportunities
Changing customer needs
Economic boom
Government deregulation
Examples
Threats
New market entrants
Changing customer needs
Political instability
S W
External Analysis
Internal Analysis
Weaknesses
Strengths Weaknesses
O T
Opportunities
Threats
SWOT
M02: Marketing Audit and Planning 16
Group Exercise: AMATOURY 114
Weaknesses Strengths
Uniqueness
What do I have that the
competition doesnt have?
Advantages
What do I have that the
competition also has, but ours is
better?
Parity
What do I have that is the same as
the competitions but is still
important to the prospect?
Disadvantages
What does the competition have
that I dont?
1)
2)
3)
4)
5)
6)
7)
8)
TOTAL
Competitor Activity
Discuss the
Competitive
Analysis
Matrix
Customer
market
Customer
information
business
Buying
plans
decision
Customer
making
background
Contact
information
information
3. Marketing Audit
Phase three
7. Estimate expected results
Strategy formulation
9. Budget
Measurement and
Phase four Review
Resource allocation 10. First year detailed implementation program
and monitoring
Source: Marketing Plans Malcolm McDonald, 2002
Table of contents
Marketing objectives
Marketing strategies
Marketing tactics
Module 3
Geography
Bases Demographics
used to
segment Psychographics
consumer
markets Benefits Sought
Usage Rate
Geographic Variables
Regional distribution
Demographic variables
Age
Gender
Occupation and education
Ethnic background
Income
Social class
Psychographic variables
Life cycle
Behavioristic variables
Geographical
Customer type
Bases
used to
segment Product type
business
markets
Buyer behavior
Size of purchase Industrial scale, larger pack Domestic scale, smaller pack
size size
Lead influence on purchase Price and cost analysis Client specification and
decision brand loyalty
Substantiality
Identifiability
Criteria
Accessibility
for
market
segments Responsiveness
Attribute
Use or Application
Product user
Positioning
Product class
bases
Competitor
Module 4
Medium
6
Noise
5
1 Delivery 2
Sender Receiver
4
Message
Response
1 2
Sender Receiver
Language
Wrong Medium
Too Many Levels of People
Create awareness: we can not buy a product if we are not aware of it, especially a new
product and brand. Using MarCom is important in creating awareness in order to stimulate
trial purchases.
Build positive images: Positive images can create value for customers by adding meaning to
products.
Identify prospects: modern technology makes information gathering much more practical.
Web sites are used to gather information about prospects. Supermarkets use POS terminals.
Build channel relationships: when producers use MarCom to generate awareness, they are
helping the retailers who carry the product. Producers may also arrange with retailers to
distribute coupons, set up special displays, or hold promotional events in their stores.
Retain customers: it costs far more to attract a new customer than to retain an existing
customer. MarCom can support efforts to create value for existing customers. They can
provide customers with information about product usage and new products being
developed. They can also gather information from them about what they want as well as
their experiences using the products.
Determine the
advertising objectives.
Informing Reminding
Target
audience
Persuading
Informative objective
Increase awareness
Explain how product works
Suggest new uses
Build company image
Persuasion objective
Encourage brand switching
Change customers perception of
product attributes
Influence buying decision
Persuade customers to call
Reminder objective
Remind customers that product
may be needed
Remind customers where to buy
product
Maintain customer awareness
Attention
Interest
Desire
Action
Action
Desire
Interest
Attention
Affordable method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method
Identify
product benefits
Evaluate the
campaigns effectiveness
Scientific Slice-of-life
Musical Lifestyle
Demon-
Common Spokes-
person/
stration executional Testimonial
styles
Mood or
Fantasy
image Real/
animated
Humorous
product
symbols
M04: Marketing Communications and Campaigns 19
Media Types
Newspapers
Magazines
Radio
Television
Factors Reach
influencing
media mix
decisions Frequency
Audience selectivity
Experiments
Module 5
Product
Category
Profits
Time
Change product
Full-scale launch
High failure rates of new products
Little competition
Frequent product modification
Limited distribution
High marketing and production costs
Negative profits
Promotion focuses on awareness and information
Intensive personal selling to channels
Entrance of competitors
Market consolidation
Initial healthy profits
Promotion emphasizes brand ads
Goal is wider distribution
Prices normally fall
Development costs are recovered
Many consumer
Declining sales growth products are in maturity
Saturated markets
Extending product line
Stylistic product changes
Heavy promotions to dealers and consumers
Marginal competitors drop out
Prices and profits fall
Niche marketers emerge
Product
Strategy
Distribution
Strategy
Promotion
Strategy
Pricing
Strategy
Rapid delivery
Features
that provide
differential Low prices
advantage
Excellent service
Unique features
Advertising
Public Relations
Personal Selling
Sales Promotion
Advertising
Sales Promotion
Traditional Electronic
Advertising Media Advertising Media
Television Internet
Radio Computer modems
Newspapers Fax machines
Magazines
Books
Direct mail
Billboards
Transit cards
Identifies
areas
Evaluates of public
public interest
attitudes
Executes
programs
to win
public
Functions of
Public Relations
M05: The PLC: A Strategic Approach 19
Sales Promotion
Trade
End Customers
Consumers
Company
Employees
Sales Promotion
Targets
M05: The PLC: A Strategic Approach 21
Sales Promotion
Free samples
Contests
Premiums
Trade shows
Popular tools
for Vacation giveaways
consumer sales
Promotion Coupons
Traditional Relationship
selling selling
Advertising
Public Relations
Sales Promotion
Personal Selling
Nature of product
Stage in PLC
Maturity
Sales ($)
Time
Advertising
Routine
Sales Promotion
Type of
buying decision Advertising
affects Not routine
promotional or complex Public Relations
mix choice
Push Strategy
Manufacturer Wholesaler Retailer Consumer
promotes to promotes to promotes to buys from
wholesaler retailer consumer retailer
Orders to manufacturer
Pull Strategy
Consumer Retailer Wholesaler
Manufacturer
demands demands demands
promotes to
product product product from
consumer
from retailer from wholesaler manufacturer
Orders to manufacturer
Module 6
Trace problems
Define
problem
Plan design/ Specify
primary data sampling
procedure
Collect
data
Analyze
data
Prepare/
present
report
Follow up
Government agencies
Commercial publications
News media
The Internet
Discussion groups
?
How will
the data
be analyzed?
No ambiguous language
Unbiased
Qualities
of good
questionnaires
Reasonable terminology
You have just been promoted to this position and you need to
assess the stores Customer Satisfaction Rating .
Work
Prepare 15-20 questions to evaluate your customers perceptions on
your overall
Marketing Mix.
Take a sample of 10 persons to conduct the questionnaire.
Present the findings and recommend the necessary actions.
Types of People
observation watching Audits
research an activity
Researchers posing as
customers who gather
observational data about a store
and collect data about
customer/employee
interactions.
Observation
Observation
Provide
Kitchen facilities
Retail audits