Academic year: 2017-2018

Marketing
Realized by:
- AZZAYE Chaimae - LASRI Hanane
- BELLOUT Fatima Ezzahra - MOUSTAJAB Zineb
- EL MANSOURY Soukaina - MOUSSAID Meryem
- FIDI Oumaima - SOUROUR Safae
- LAHDACHI Kenza - ZANDAR Aouatif
 Outline

Introduction
Definition and the history of Marketing
Marketing Mix (4P’)
Politics of Marketing
Digital Marketing
Political Marketing
The power of Marketing
Conclusion
 Definition of Marketing

Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
History of Marketing
 Marketing Mix (4p’s)

The marketing mix principles are controllable variables which have to

be carefully managed and must meet the needs of the defined target
group. All elements of the mix areLinked and must support each other.
 Marketing Mix (4p’s)
Pricing

Pricing is the only mix which generates a

turnover for the organisation. The remaining
3p’s are the variable cost for the organisation. It
costs to produce and design a product, it costs
to distribute a product and costs to promote it.
Price must support these elements of the mix.
Pricing is difficult and must reflect supply and
demand relationship.
Marketing Mix (4p’s)
Pricing
Marketing Mix (4p’s)
Place
 Marketing Mix (4p’s)
Product

It satisfies a need or a desire.

 Marketing Mix (4p’s)
Promotion

It includes all activities that involve

communicating with the customer.

It helps the consumers in making decisions

regarding the product.
 Market Segmentation

Marketing segmentation is a
marketing term referring to
the aggregation of prospective
buyers into groups or segments
that have common needs and
respond similarly to a
marketing action
Four basics factors that affect market Segmentation

• Clear identification of the segment

• Measurability of its effective size
• Its accessibility through promotional efforts
• Its appropriateness to the policies and
resources of the company
 Overview of segmentation process
Segmentation depend on four criteria such as :
 Target

• Once a segment has been identified, a firm must ascertain

whether the segment is beneficial for them to service.
• The DAMP acronym (meaning )Discernable, Accessible,
Measurable and Profitable) are used as criteria to gauge
the viability of a target market
 Positioning
Positioning concerns how to position a product in the minds of
costumers using a perceptual map:
What is Digital Marketing?
Digital marketing planning
Benefits of Digital Marketing

Measurable results

Flexible

Low barrier to entry

Easy to optimize

Improved conversion rates

 What is Political Marketing

 A combination between political science and business marketing

 Political marketing is a relatively new approach to analysing political

activity that draws upon management marketing assumptions to
describe political behaviour. (Savigny, 2003)
The 4 C’s of Political Marketing
Functions of Political Marketing
Example 1 : Gravity Cat by Sony
 Example 1 : Gravity Cat by Sony

• Created by :
Hakuhodo Inc., Tokyo
Tohokushinsha Film Corporation, Tokyo

• Client : Sony Interactive Entertainment

• Winner of two Grand Prizes and three First Prizes

Marketing of Coca Cola
History of Coca Cola Company
1886 : Coca Cola was invented

1891 : Coca Cola’s first bottling occurred

1899 : the first bottling agreement was done

1909 : 400 Coca Cola plants bottling were

operating

1930 : the company started moving globaly

1960 : New brands were introduced

 Marketing Strategy

• Differentiated Marketing

• Customer satisfaction

• Endorsement of celebrities

• Reasonably priced

• Consumer connecting advertisements

• Availibilty in every local market

 Marketing Mix

Product Price
Coca Cola has the Earlier, COST
big chain of BASED PRICING.
product line now ,
Over 3500 COMPETITIVE
products PRICING
STRATEGY
 Marketing Mix

Place Promotion
Print media
Target Market TV commercial
is Entire Point of sale
planet Direct marketing
Internet marketing
 Segmentation, targeting and
positioning of Coca Cola

• Coca Cola doesn’t target a specific segment but adapts its marketing strategy by
developing new products.

• Its Cola is popular worldwide and is liked by people of all age group while
the diet coke targets segment of health conscious people.

• Coca Cola uses competitive positioning strategy to be way ahead of its

competitors.
The Coca Cola family
 Definition of Cause Marketing

Cause Marketing is a type of corporate social responsibility in which a company’s

promotional compaign has the dual purpose of increasing profitability while bettering
society.
 Benefits
BenefitsofofCause
CauseMarketing
Marketing

 Increasing ability to promote the nonprofit organisation’s cause

 Increasing ability to reach possible supporters through a company’s customer
base
Example 3 : Dear future Mom
Example 4 : RaibiJamila & Merendina
Example 4 : RaibiJamila & Merendina
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