Post on 12-Apr-2017
Marketing Mix and Sale
promotionBehshad Mehrabi
Agenda
Marketing management basic concepts
How to build Marketing Plan
Simple Business System
Industry(a collection
of sellers)
Market(a collection
of Buyers)
Goods/services
Money
Communication
Information
What is Marketing…??Selling?Advertising?Promotions?Making products available in stores?Maintaining inventories?
All of the above, plus much more!
Marketing = ?
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals
American Marketing Association
Who is a Customer ??
Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption
that satisfies a want or a need
CUSTOMER IS . . . . .
Customer –
CUSTOMER has needs, wants, demands and desires
Understanding these needs is starting point of the entire marketing
Market Segmentation
nations, states, countries, or even neighborhoodsGeographic
Demographic
Psychographic
behaviorist
age, sex, family size, education,income, social and race
personality and/or lifestyle like activities, interests, and opinions
degree of use (heavy versus light), and/or brand loyalty
Scope – What do we market Goods Services Events Experiences Personalities Place Organizations Properties Information Ideas and concepts
Anything that is offered to the market for attention, acquisition, use or consumption that
satisfies a want or a need
Product is . . . . .
Types of Products
ConsumerProducts
IndustrialProducts
PRODUCTS
Services
Push vs. pull strategy
Producer Wholesaler Retailer Consumer
Producer Wholesaler Retailer Consumer
PUSH STRATEGY
PULL STRATEGY
Product flow Promotion effort
9-10
Product flow
Product lifecycleThe product lifecycle looks at the
sales of a product over timeLaunch – high expenditure on
promotion and product development, low sales.
Growth – sales increase and product should break-even
Maturity – sales stabilise, less expenditure on promotion needed, revenue & profit should be high
Decline – sales decline, extension strategies can be adopted or the product withdrawn
The BCG Matrix
The 4 Ps & 4Cs
MarketingMix
Product
Price Promotion
Place
CustomerSolution
CustomerCost
Communication
Convenience
Marketing Mix of GM
Product‘Product’ refers to the functions and
features of a good or serviceShould satisfy the needs of the customer‘Product’ also includes a range of factors
such as packaging quality warranties after-sales service branding
Extension strategies
Extension strategies should maintain or increase sales. They include:
Modifying the productReducing the priceAdding a featurePromoting to a
different market sector
Pricing Strategies
Price leaders and takers
Price leader – businesses that dominate the market can often dictate the price charged for a product. Other businesses follow this lead.
Price taker – businesses have to charge the market price. This is often the case where there are many small firms competing against each other.
Place
Products should be conveniently available for customers to buy
‘Places’ include:StoresMail orderTelesalesInternet
The use of e-commerce
(promoting and selling on the internet) has
grown massively over the last few years
Channels of distribution
Manufacturers
Wholesaler
Retailer
Consumer
What is a promotion?
Promotion is the element in an organisation’s marketing mix that serves to inform, persuade and remind the market about the organisation and/or its products.
9-1
Goals and Tasks of Promotion
Informing Reminding
Persuading
TargetAudience
Goals and Tasks of Promotion
Informing Reminding
Persuading
TargetAudience
PLC Stages:Introduction Early Growth
PLC Stages:Growth Maturity
PLC Stages:Maturity
The Promotional Mix
Combination of promotiontools used to reach the target market and fulfill the organization’s overall goals. Advertising Public Relations Sales Promotion Personal Selling
PromotionalMix
The Promotional Mix
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
Advertising
Advertising MediaTraditional Advertising Media
NewAdvertising
Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Banner ads Viral marketing E- mail Interactive video
AdvertisingAdvantages Disadvantages
Reach large number of people
Can be micro-targeted
Total cost is high
National reach is expensive for small companies
Public Relations
The marketing function thatevaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
Public
Relations
The Function of Public Relations
Maintain a positive image Educate the public about the company’s
objectives Introduce new products Support the sales effort Generate favorable publicity
Sales Promotion
Marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness.
Sales
Promotion
Sales Promotion
consumer
Trade Customers
sampling
Contests
Premiums
Trade Shows
price deals
Coupons
Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a sale.
Personal
Selling
Personal Selling
Traditional Selling
Relationship Selling
Agenda
Marketing management basic concepts
How to build Marketing Plan
Strategic Marketing management
Strategic marketing management is concerned with how we will create value for the customer
Asks two main questions What is the organization’s main activity at a
particular time? – Customer Value What are its primary goals and how will these be
achieved? – how will this value be delivered
Marketing Plans
ANALYSISOBJECTIVESSTRATEGIESTACTICSCONTROLS
Factors Influencing Company’s Marketing Strategy
Strategic Planning
Strategic Planning is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.
Also called Strategic Management Process All organizations have this Can be Formal or Informal
Business Strategic-Planning Process
External environment
(Opportunity &
Threat analysis)
Internal Environment
(Strength/ Weakness analysis)
Goal FormulationBusiness Mission
The Marketing Process
Business Mission Stateme
nt
Objectives
Situation or SWOT Analysis
Implementation Evaluation,
Control
Target Market Strategy
Marketing Strategy
Product
Promotion
Place/Distribution
Price
Marketing Mix
Thank you!