marketing essentials 1

م12:02 م12:02 1Marketing Essentials

Marketing EssentialsMarketing Essentials

م12:02 م12:02 Marketing Essentials 2

Running order…

• What is Successful marketing?• Why’s marketing ?• Selling & Marketing• Marketing philosophies• The Marketing Mix - 4 P’s• SBU Analysis • Marketing Plan


Definition of Marketing

“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, ideas, goods, and servicesand services to create exchanges that satisfy individual and organizational goals.”

American Marketing Association


Successful marketing requires:Successful marketing requires:

Profitable

Offensive (rather than defensive)

Integrated

Strategic (is future orientated)

Effective (gets results) Hugh Davidson 1972

POISE


Why Marketing?


1. Maintain your Existing Customer Loyalty and buy more of your products

2. Attract New customers by promising superior value

Why Marketing?


Running order…

What is Successful marketing? Why’s marketing ? Selling & Marketing• Marketing philosophies• The Marketing Mix - 4 P’s• SBU Analysis • Marketing Plan


*Marketing Philosophies1. Production Concept2. Product Concept3. Selling Concept4. Marketing Concept5. Societal or Social Marketing Concept


1. Production Concept

• Mass production• Lower prices• Example: Ford’s Model T


Production Concept

• Assumption : consumers will buy it if it’s cheap • Makes sense when little differentiation is

demanded• Makes sense for price sensitive segments


2.Product Concept• Customers want bells and whistles and

will pay • May result in unwanted products – e.g. Egyptian Textile • May make sense for some segments • Some segments and markets are novelty-

driven


3.Selling Concept• Company relies on sales talent • Makes more sense when new product’s

benefits are hard to understood• More likely when salespeople feel they

have one opportunity


5.Societal (Social) Marketing Concept

• Deliver consumers desired satisfactions effectively and efficiently AND serve societal well-being


Societal (social) Marketing Concept

Four considerations• consumer needs and wants• consumer best interests• profit• society’s best interest


Societal (social) Marketing Concept

Any problems with this?

• Are businesses qualified to determine what is good for society?

• Doing social good works can make it more difficult to be profitable


Running order…

What is Successful marketing? Why’s marketing ? Selling & Marketing Marketing philosophies• The Marketing Mix - 4 P’s• SBU Analysis • Marketing Plan


MarketingMarketingMixMix


The Four The Four PP’s of ’s of MarketingMarketing

Product

Place

Price

Promotion


Product Types1. Goods2. Services 3. Ideas 4. Experiences5. Organizations6. Activities7. Persons8. Places


SalesSalesVolumeVolume

STAGESSTAGESIntroduction Growth Maturity Decline

Should theproduct beintroduced

Should the product strategy be changed

Should theproduct be

deleted

The Product Life Cycle and Related The Product Life Cycle and Related DecisionsDecisions


Place• Your home

• Your place of work

• Phone

• Internet

• Any other Distribution Channel


PricePrice


Pricing Strategy

• Several factors to consider including:

– Cost– Customer Perception– Market Forces– Competitor Products– Positioning


Other pricing strategiesOther pricing strategies

5. Psychological6. Product line7. Varieties ( seasonal ) 8. Optional9. Captive10.Promotional


Promotion


Communication ChannelsNewspapers Personal SellingDirect Mail FlyersRadio Individual ReferralTelevision E-mailTelephone InternetPosters


Advertising

Personal SellingSales

PromotionPublic

Relations Direct

Marketing

Reach Many Buyers, Repeat Message Many Times, Impersonal,

ExpensivePersonal Interaction, Relationship Building, Most Expensive Promo

ToolWide Assortment of Tools,

Rewards Quick Response, Efforts Short-Lived

Very Believable, Dramatize a Company or Product,

UnderutilizedNonpublic, Immediate, Customized, Interactive

Setting the Promotion Mix


Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.

Strategy Selected Depends

on:Type of Product-Market &Product

Life-Cycle Stage

Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.

Factors in Setting Promotion Mix


Running order…

What is Successful marketing? Why’s marketing ? Selling & Marketing Marketing philosophies The Marketing Mix - 4 P’s SBU Analysis • Marketing Plan


SBU Analysis


Analyzing Current Strategic Business Unit ( SBU)

1. BCG Growth-Share Matrix

2. Ansoff’s Product/Market Expansion Grid


BCG


Problems with BCG


Customer Identification• Who they are

– Socio-Demographic

• Where they are– Geographic

• What they buy• When they buy• Why they buy

– Criteria for buying– Need vs want

• How often they buy• How many they buy


Segmentation

• Customer Characteristics– Geographic– Sex– Age– Lifestyle– Occupation

• Product related– Frequency of usage– Benefits required– Price sensitivity– Brand Loyalty


Targeting

1. Differentiated Targeting

2. Focus ( concentrated ) Targeting

3. Undifferentiated Targeting


Positioning

• Should always be conducted from the customer’s perspective

• Uses 2 qualities which are important to your customers

• Identifies where your product/service offering stands in comparison to your competitors


Positioning

1. Competitive Advantage

2. USP ( Unique Selling Proposition )

3. Positioning Statement one tag line tell your customer by your usp


Pharmaceutical positioning1. The type of condition for which the product

will be prescribed.2. The type of patients for whom the product

will be considered suitable3. The products with which it will compete

most closely


Running order…

What is Successful marketing? Why’s marketing ? Selling & Marketing Marketing philosophies The Marketing Mix - 4 P’s SBU Analysis • Marketing Plan


Marketing Plan


The contents and structure of the marketing plan

• The executive summary• table of contents• situational analysis and target market• marketing objectives• marketing strategies • marketing tactics• schedules and budgets• financial data and control


Standard Planning Standard Planning FrameworkFramework

Analysis - where are we now?Objectives - where do we want to be?Strategies - which way is best?Tactics - how do we ensure arrival?Control - are we on the right track?


• Political• Economic• Socio-cultural• Technological

PEST Analysis

Situation Analysis


SWOT AnalysisSWOT Analysis


Marketing Objective

• Examples1. To increase the product range2. To enter a new amrket segment 3. To increase sales/revenue4. To increase brand loyalty


Marketing Strategies & Tactics :Marketing Strategies & Tactics :StrategyTactics

3+years plan Broad Focus

Concerned with position in market,

objectives, resources

Ex: Brand Position

One year planNarrow focus

Concerned with detailed schedules and costs, actions

needed for one year plan

Ex: Choice for advertising media


Schedule and Budget


Thank you Thank you Khaled Elsaid Elashry APEX PHARMA [email protected]