Download - Marketing fundamentals 3
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MarketingFundamentals
Riccardo Antonelli
#3
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Chi è il principale
concorrente dei
BACI PERUGINA?
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Marketing management process
R
•Market Research
STP
•Segmentation, Targeting and Positioning
MM
•Marketing Mix (4 P’s)
I
•Implementation
C
•Control
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Marketing management processR
•Market Research
STP
•Segmentation, Targeting and Positioning
MM
•Marketing Mix (4 P’s)
I
•Implementation
C
•Control
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research"It Is the starting point for marketing.
Without research, a company enters a market like a blind man"
P. KotlerThe Story is told about a Hong Kong
shoe manufacturer who wonders whether a market exists on a remote
South Pacific Island
ORDER TAKER: “The people here don’t wear shoes. There is no market!”
SALESMAN: “The people here don’t wear shoes. There is a tremendous market!”
MARKETER: “The people here don’t wear shoes. However they have bad feet. I have shown the chief how shoes would help his people avoid foot problems. He is enthusiastic!”
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Marketing management processR
•Market Research
STP
•Segmentation, Targeting and Positioning
MM
•Marketing Mix (4 P’s)
I
•Implementation
C
•Control
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strategic Marketing“is the way a firm effectively differentiates itself from its competitors
by capitalizing on its strengths to provide better value to customers
than its competitors” P. Kotler
SEGMENTATION: “Since the research is likely to uncover several customer segments, management must decide which segments to pursue”
TARGETING: “By checking its competencies against the success requirements in each segment, it can choose the target segments more wisely”
POSITIONING: “The company must then position the company’s offering so that target customers know the key benefit(s) embodied in the offering”
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strategic Marketing segmentation
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strategic Marketing Targeting
Example
Our target is:
Male, 30-50 years old, single, graduated, latin, east coast based, vegetarian,
sport addicted, pro-active, looking for healthy products, instinct e-commerce buyer
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strategic Marketing positioning
“IT is THE EFFORT TO IMPLANT THE offering's KEY BENEFITS and
DIFFERENTIATION IN THE CUSTOMER’s mind”P. Kotler
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strategic Marketing BRAND Positioning
it is important to understand that a brand only exists in
the mind of your target consumer or not at all!
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strategic Marketing BRAND’s value proposition
The full positioning of a brand is called
the BRAND’s value proposition
It is the answer to the customer’s question:
“why should I buy your brand?”
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strategic Marketing Perceptual map
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strategic Marketing Positioning map
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strategic Marketing Positioning map
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strategic Marketing Positioning map
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strategic Marketing Positioning map
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strategic Marketing Positioning map
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Marketing management processR
•Market Research
STP
•Segmentation, Targeting and Positioning
MM
•Marketing Mix (4 P’s)
I
•Implementation
C
•Control
This is the Tactical Marketing Stage that
is for the setting of the tools that will support
and deliver the positioning of the company product
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TACTICAL Marketing productdesign
Product design will be dictated by your target market. For example bright colors may be chosen to attract children, pink and pastel colors for female adults and dark colors such as black, navy, charcoal for male adults.
The design of a product can
often be the thing that sells it.
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TACTICAL Marketing productfeaturesThey are correct bundle of benefits to the end user
1. Core Benefitthe fundamental need or want that consumers satisfy by consuming the product or service.2. Generic Producta version of the product containing only those attributes or characteristics absolutely necessary for it to function.3. Expected Productthe set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.4. Augmented Productinclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors.5. Potential Productall the augmentations and transformations a product might undergo in the future.
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TACTICAL Marketing productQuality
quality is made up of tangible features (features that can be seen) e.g. performance,
appearance, strength and intangible features such as reputation and exclusivity
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TACTICAL Marketing productBranding
It is the tool used by an organization to differentiate itself from competitors
Product branding has to work across
all of the firm's trading and
promotion platforms including retail
shops, telephone, television and of
course the internet.
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TACTICAL Marketing pricePricing is the only element of the marketing mix that is not a cost.
The remaining 3p’s are the variable cost for the organization.
Setting a low price to increase sales and market share at the product launch and in the first period
Selling optional extras along with the product to maximize its turnover
Setting a high price to reflect the exclusiveness of the product
Setting a price in comparison with competitors
Bundling a group of products at a reduced price, e.g. BOGOF (buy one get one free)
Setting an initial high price and then slowly lower the price for a wider market
Considering the psychology of price to customer’s mind, e.g. 0,99 € instead of 1€
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TACTICAL Marketing promotionYou can’t have a successful product or service without clearly communicate its
benefits to the target market.
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TACTICAL Marketing promotion
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TACTICAL Marketing placeThis refers to how an organization will distribute the product or service they are
offering to the end user
Producer: firm that produces goods and services
Consumer: person or organization that purchases goods
and services
Retailer: person or company that sells goods and services
to the consumer
Wholesaler: person or company that sells goods and
services to businesses and not to individuals
Distributor: entity that buys noncompeting products or
product lines, warehouses them, and resells them to
retailers or direct to the end users or customers
Agent/Broker: person or company that acts as a sales
agent on behalf of the producer, introducing its products
to potential buyers (distributors or wholesalers)
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Marketing management processR
•Market Research
STP
•Segmentation, Targeting and Positioning
MM
•Marketing Mix (4 P’s)
I
•Implementation
C
•Control
The company at this stage, having engaged in
strategic and tactical mktg planning must now
produce the product, price it, distribute it and
promote it.
All the company’s departments must
go into action!
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Marketing management processR
•Market Research
STP
•Segmentation, Targeting and Positioning
MM
•Marketing Mix (4 P’s)
I
•Implementation
C
•Control
The Final step in the Marketing management process
Successful companies are learning companies.
They collect feedbacks form the marketplace,
audit and evaluate results, and make corrections
designed to improve their performance
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