MARKETING MANAGEMENT CaseMARKETING MANAGEMENT Case

Shamale company for Shamale company for appliances .appliances .

Issac Anwar Al - Bardaweel 12011-1451Issac Anwar Al - Bardaweel 12011-1451 Mohamed Talal AL- Qassas 12011-1461Mohamed Talal AL- Qassas 12011-1461 Jacob Tariq Rayyan 12011-2223Jacob Tariq Rayyan 12011-2223 Mohamed Hussin WadeMohamed Hussin Wade 12011- 132612011- 1326

SHAMALIES CO. Concept about marketing …SHAMALIES CO. Concept about marketing …

As any company their aim is to build a profitable As any company their aim is to build a profitable relationship with customer . relationship with customer .

The company perform a lot of activities to The company perform a lot of activities to market their product like using internet “ market their product like using internet “ facebook “ and radio and sometimes posters but facebook “ and radio and sometimes posters but their best way to market their product is interact their best way to market their product is interact directly with the customer so could convince him directly with the customer so could convince him to buy .to buy .

How they segmenting the market How they segmenting the market

The company aim to serve all the society from high,midlle,low income and The company aim to serve all the society from high,midlle,low income and offer products that suits them all .offer products that suits them all .

being honest is the best way to make the customer loyal to your company being honest is the best way to make the customer loyal to your company as we told and offer original Home appliance with reasonable .as we told and offer original Home appliance with reasonable .

they segment their customers as if they are permanent buyers or not and they segment their customers as if they are permanent buyers or not and have special treatment to the permanent one by selling them at wholesale have special treatment to the permanent one by selling them at wholesale price .price .

the company’s strategy to attract customers basely depends on the company’s strategy to attract customers basely depends on employees that have a good human relation skills . employees that have a good human relation skills .

keeping the current customers is a difficult task facing the company so they keeping the current customers is a difficult task facing the company so they use means to keep them like offering extra services on the product like use means to keep them like offering extra services on the product like maintenance in the warranty period . maintenance in the warranty period .

How they deal with The competitors in the How they deal with The competitors in the marketmarket

The company have strong rivals in the market like ALSAQA The company have strong rivals in the market like ALSAQA CO. . and to insure it’s continuity in the market the CO. . and to insure it’s continuity in the market the company have several advantages like selling original company have several advantages like selling original products with famous brands like sony , whirepool ….. . and products with famous brands like sony , whirepool ….. . and the company gain benefit from their competitors through the company gain benefit from their competitors through knowing what they don’t have and many customers want it knowing what they don’t have and many customers want it and bring it .and bring it .

To be the first choice in the customers mind when it’s To be the first choice in the customers mind when it’s related to home appliance the company do a lot of things related to home appliance the company do a lot of things like discounts and offerings with low prices and original like discounts and offerings with low prices and original brand mark on the product .brand mark on the product .

The company’s pricing strategy The company’s pricing strategy

Pricing is also vital in the company , it’s linked to four things …. Pricing is also vital in the company , it’s linked to four things ….

1 the supplier price1 the supplier price

2 taxes , 14.5% to the government and 17% to Israeli2 taxes , 14.5% to the government and 17% to Israeli

3 shipment3 shipment

4 currency changes 4 currency changes

The company must change their prices when it’s necessary like if new and The company must change their prices when it’s necessary like if new and developed TV like 3d , the old one must have reduction in its price . the customer developed TV like 3d , the old one must have reduction in its price . the customer always looking to cheap products and that is a weakness in the product and the always looking to cheap products and that is a weakness in the product and the company selling system cause the nature of its product calls to be expensive .company selling system cause the nature of its product calls to be expensive .

SWOT analysis SWOT analysis

The company takes in its consideration the environmental factors that The company takes in its consideration the environmental factors that affect the consumers purchasing behavior and use these factors as an affect the consumers purchasing behavior and use these factors as an advantage . advantage .

The company’s :The company’s :

StrengthsStrengths is in its original products and unique ones . is in its original products and unique ones .

WeaknessesWeaknesses that most weakness that the companies have is that that most weakness that the companies have is that there is no Spare parts in the time that customer require .and taking in there is no Spare parts in the time that customer require .and taking in their account the hard economic conditions in the customer life .their account the hard economic conditions in the customer life .

opportunitiesopportunities like the company has supplier that want to sell them a like the company has supplier that want to sell them a product’s that worth 2 milloin NIS and they have to take them all but product’s that worth 2 milloin NIS and they have to take them all but the company couldn’t handle that risk .the company couldn’t handle that risk .

ThreatsThreats are in the unstable political situation in our country .are in the unstable political situation in our country .

The company always looking forward to develop and improve their The company always looking forward to develop and improve their reputation in the market by bringing new and high tech products like 3d reputation in the market by bringing new and high tech products like 3d ,led TVs and abandon the old ones .,led TVs and abandon the old ones .

The human relation departmentThe human relation department

The company always choose the best and the The company always choose the best and the honest supplier so they don’t leave a room for honest supplier so they don’t leave a room for future problems and keep their shining future problems and keep their shining reputation in the market .reputation in the market .

and it uses the Public Relations employee to and it uses the Public Relations employee to know the Complaints of the customers and know the Complaints of the customers and feedback from them about their opinions in the feedback from them about their opinions in the product is it have good or bad quality .product is it have good or bad quality .

the selling strategy un the company the selling strategy un the company

The company follow strategy that says sell The company follow strategy that says sell too much and make less profit .too much and make less profit .

It work on the way that makes the It work on the way that makes the customers comfortable by let him choose the customers comfortable by let him choose the way that he want to buy in installment or way that he want to buy in installment or paying all the cash once.paying all the cash once.

Marketing Case StudyMarketing Case Study* Successful companies don’t * Successful companies don’t

market products as much as market products as much as they market offerings.they market offerings.

*An offering encompasses the benefitsor satisfaction provided to your target markets , tangible and intangible .

*To successfully market your product, you must understand its benefits from the buyer’s perspective.

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This approach allows you to think This approach allows you to think beyond the tangible “product” beyond the tangible “product” entity and consider what the entity and consider what the consumer is actually buying and consumer is actually buying and their reasoning behind that their reasoning behind that purchase. purchase.

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Your offering includes a tangible Your offering includes a tangible productproduct

or service, plus any related services, or service, plus any related services, such as installation, warranties, such as installation, warranties,

guarantees, and packaging.guarantees, and packaging.

It also includes intangible benefits, It also includes intangible benefits, from peace of mind, to validating an from peace of mind, to validating an identity, to showing off to the identity, to showing off to the neighbors neighbors

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Focusing on the offering, rather Focusing on the offering, rather than on the actual product or than on the actual product or service itself, can be valuable for service itself, can be valuable for analyzing consumers’ alternatives, analyzing consumers’ alternatives, to better identify unmet needs and to better identify unmet needs and wants of your target markets, and wants of your target markets, and to enhance development of new to enhance development of new products or services .products or services .

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In a larger sense, an organization’s offerings are In a larger sense, an organization’s offerings are a part of who they are as a business. a part of who they are as a business.

Your marketing plan should address what types Your marketing plan should address what types of customers you seek, what the buyers need, of customers you seek, what the buyers need, and how your offerings meet their needs. and how your offerings meet their needs.

It should also describe how your offering is It should also describe how your offering is communicated and what value it holds for the communicated and what value it holds for the consumer.consumer.

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Offering MixOffering Mix

Most organizations sell more than one product.Most organizations sell more than one product.

A multi-product approach often adds value, A multi-product approach often adds value, leverages economies of scale and expertise, and leverages economies of scale and expertise, and increases revenue generation potential.increases revenue generation potential.

Banks offer dozens of services. Most retail stores Banks offer dozens of services. Most retail stores offer hundreds of products to meet the breadth of offer hundreds of products to meet the breadth of needs of their customers.needs of their customers.

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This offering mix can be classified according to the This offering mix can be classified according to the widthwidth,, length length,, depthdepth,, andand consistency of the products. consistency of the products.

These four dimensions are the tools for developing the These four dimensions are the tools for developing the company’s marketing strategy and deciding which product line to company’s marketing strategy and deciding which product line to grow, maintain, harvest, or divest. Strong products should be grow, maintain, harvest, or divest. Strong products should be grown or maintained. Weak or unprofitable lines should be sold grown or maintained. Weak or unprofitable lines should be sold or discontinued.or discontinued.

Four basic factors are critical in the decision to manage Four basic factors are critical in the decision to manage individual product lines.individual product lines.

Consumer demand Consumer demand

Cost to produce Cost to produce

Gross margin Gross margin

Total sales volume Total sales volume

When change occurs in any of these areas, you should analyze When change occurs in any of these areas, you should analyze the product line and decide how many resources should be the product line and decide how many resources should be invested.invested.

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The Product ManagerThe Product Manager

The product manager often stands between the product The product manager often stands between the product development team and the marketing team, bringing the development team and the marketing team, bringing the concepts together throughout the implementation concepts together throughout the implementation process.process.

Some organizations have the resources and the need to Some organizations have the resources and the need to have a position dedicated to manage the one or more have a position dedicated to manage the one or more product lines. product lines.

The role of the product manager is to develop product The role of the product manager is to develop product plans, implement them, monitor the results, and take plans, implement them, monitor the results, and take corrective action when necessary.corrective action when necessary.

The product manager’s goal is to intimately know the target markets The product manager’s goal is to intimately know the target markets the product or products serve and understand how these markets the product or products serve and understand how these markets perceive the product.perceive the product.

There are critical customer questions the product manager must There are critical customer questions the product manager must answer:answer:

What needs are our customers satisfying when they buy our product? What needs are our customers satisfying when they buy our product?

Why do they buy it? Why do they buy it?

What do they consider to be viable product alternatives or What do they consider to be viable product alternatives or substitutes? substitutes?

How do our products compare to those other potential choices?How do our products compare to those other potential choices?

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Tasks to Achieve the GoalTasks to Achieve the Goal The product manager’s tasks most often can The product manager’s tasks most often can

be described by these activities:be described by these activities:

1-Develop an enduring competitive strategy.1-Develop an enduring competitive strategy.

2-Prepare and maintain a product marketing plan with a sales 2-Prepare and maintain a product marketing plan with a sales forecast.forecast.

3-Work with advertising and merchandising agencies to develop 3-Work with advertising and merchandising agencies to develop copy, programs and campaigns.copy, programs and campaigns.

4-Stimulate an understanding of the product and support among the 4-Stimulate an understanding of the product and support among the sales force and distributors.sales force and distributors.

5-Gather product performance data from customers, resellers, 5-Gather product performance data from customers, resellers, dealers and others in the sales channel regarding attitudes, new dealers and others in the sales channel regarding attitudes, new problems, and opportunities.problems, and opportunities.

6-Initiate product improvement to meet changing market needs.6-Initiate product improvement to meet changing market needs.

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Product BundlingProduct Bundling

Product bundling is combining two or more Product bundling is combining two or more products or services together, creating products or services together, creating differentiation, greater value and therefore differentiation, greater value and therefore enhancing the offering to the customer. enhancing the offering to the customer.

Bundling is based on the idea that consumers Bundling is based on the idea that consumers value the grouped package more than the value the grouped package more than the individual items.individual items.

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Bundling can enhance an organization’s offering Bundling can enhance an organization’s offering mix while minimizing costs. This is attractive to mix while minimizing costs. This is attractive to consumers who will benefit from a single, value-consumers who will benefit from a single, value-oriented purchase of complementary offerings.oriented purchase of complementary offerings.

Bundling is attractive to producers by increasing Bundling is attractive to producers by increasing efficiencies, such as reducing marketing and efficiencies, such as reducing marketing and distribution costs. It can also encourage distribution costs. It can also encourage customers to look to one single source to offer customers to look to one single source to offer several solutions.several solutions.

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If the product combination is right, the decision to If the product combination is right, the decision to bundle often involves taking these four variables into bundle often involves taking these four variables into consideration:consideration:

four variablesfour variables

into considerationinto consideration

Volume Margins Exposure Risk

1-Volume1-Volume: Bundling typically increases unit sales : Bundling typically increases unit sales volume.volume.

2-Margins2-Margins: Bundling can reduce margins.: Bundling can reduce margins.

3-Exposure3-Exposure: Bundling may offer new channel : Bundling may offer new channel opportunities or exposure to new potential customers.opportunities or exposure to new potential customers.

4-Risk4-Risk : If executed incorrectly, bundling may cannibalize : If executed incorrectly, bundling may cannibalize more profitable sales, resulting in lower contribution more profitable sales, resulting in lower contribution margins and potential channel conflict.margins and potential channel conflict.

These factors must be considered in terms of the These factors must be considered in terms of the revenue opportunity and exposure potential bundles revenue opportunity and exposure potential bundles offer.offer.

Determine if bundling has a place in your marketing plan Determine if bundling has a place in your marketing plan and how it will provide value for your customer and your and how it will provide value for your customer and your organization.organization.

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Reasons to Send a Survey in E-mail Marketing:Reasons to Send a Survey in E-mail Marketing:

In a perfect world, you’d know exactly what your customers were thinking In a perfect world, you’d know exactly what your customers were thinking and could give them exactly what they want at all times. and could give them exactly what they want at all times.

Unfortunately, things don’t quite work this way, so you’ve got to use the Unfortunately, things don’t quite work this way, so you’ve got to use the tools you have available to find out more about your customers. tools you have available to find out more about your customers.

The availability of online surveys today means anyone can create an The availability of online surveys today means anyone can create an effective customer survey in a matter of minutes or hours without a degree effective customer survey in a matter of minutes or hours without a degree in market research. in market research.

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Our retention marketing team came up with five great reasons to survey your Our retention marketing team came up with five great reasons to survey your customers. I’d like to share them with you:customers. I’d like to share them with you:

1-Get Feedback1-Get Feedback: Ask your customers what they honestly think about your products, : Ask your customers what they honestly think about your products, services, events or marketing. You won’t know until you ask. The knowledge you gain services, events or marketing. You won’t know until you ask. The knowledge you gain will be invaluable to your business. will be invaluable to your business.

2-Set the Bar2-Set the Bar: Surveys allow you to look at your business at a certain moment in time. : Surveys allow you to look at your business at a certain moment in time. Benchmark how you are doing in different aspects of your business and make goals to Benchmark how you are doing in different aspects of your business and make goals to improve or maintain that status over time. improve or maintain that status over time.

3-Evaluate the Competition3-Evaluate the Competition: Ask what other products or services your customers use, : Ask what other products or services your customers use, and find out why or what they enjoy about them. Doing this will make you aware of the and find out why or what they enjoy about them. Doing this will make you aware of the alternatives in your market and how best to compete alternatives in your market and how best to compete

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4-Learn New Ideas4-Learn New Ideas: Your customers are an untapped resource for you. They : Your customers are an untapped resource for you. They are smart, creative, and likely have ideas that you haven’t thought of. are smart, creative, and likely have ideas that you haven’t thought of.

Just imagine all the cool ideas you can get from the people that matter the Just imagine all the cool ideas you can get from the people that matter the most and know your business.most and know your business.

5-Guide Business Decisions5-Guide Business Decisions: Using surveys, you can gather information that : Using surveys, you can gather information that is helpful in making informed business decisions. is helpful in making informed business decisions.

The feedback you get from your customers can guide you in future product, The feedback you get from your customers can guide you in future product, marketing, or organizational decisions – both big and small.marketing, or organizational decisions – both big and small.

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Product And Brand Failures: a marketing Product And Brand Failures: a marketing perspectiveperspective

Product and brand failures occur on an ongoing basis to varying degrees within most product-Product and brand failures occur on an ongoing basis to varying degrees within most product-based organizations. based organizations.

This is the negative aspect of the development and marketing process. In most cases, this This is the negative aspect of the development and marketing process. In most cases, this “failure rate” syndrome ends up being a numbers game. “failure rate” syndrome ends up being a numbers game.

There must be some ratio of successful products to each one that ends up being a failure. There must be some ratio of successful products to each one that ends up being a failure.

When this does not happen, the organization is likely to fail, or at least experience financial When this does not happen, the organization is likely to fail, or at least experience financial difficulties that prohibit it from meeting profitability objectives. difficulties that prohibit it from meeting profitability objectives.

The primary goal is to learn from product and brand failures so that future product development, The primary goal is to learn from product and brand failures so that future product development, design, strategy and implementation will be more successful.design, strategy and implementation will be more successful.

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Studying product failures allows those in the planning and implementation Studying product failures allows those in the planning and implementation process to learn from the mistakes of other product and brand failures.process to learn from the mistakes of other product and brand failures.

Each product failure can be investigated from the perspective of what, if Each product failure can be investigated from the perspective of what, if anything, might have been done differently to produce and market a anything, might have been done differently to produce and market a successful product rather than one that failed.successful product rather than one that failed.

The ability to identify key signs in the product development process can be The ability to identify key signs in the product development process can be critical.critical.

If the product should make it this far, assessing risk before the product is If the product should make it this far, assessing risk before the product is marketed can save an organization’s budget, and avoid the intangible costs of marketed can save an organization’s budget, and avoid the intangible costs of exposing their failure to the market.exposing their failure to the market.

Defining product and brand failuresDefining product and brand failures

A product is a failure when its presence in the market leads to:

1-The withdrawal of the product from the market for any reason.

2-The inability of a product to realize the required market share to sustain its presence in the market .

3-The inability of a product to achieve the anticipated life cycle as defined by the organization due to any reason . 4-The ultimate failure of a product to achieve profitability .