The Importance of Marketing

subtitle

Agenda

� Introduction

� Why is Marketing Important

� Simple marketing Process

� Marketing Mix (4p”s)

� Marketing Mix (4c’s)

� Simple strategy

� Exercise on the Marketing Mix

� Share my experience in Africa with TNT and BAT

Why is marketing important?

�Ensures we get our goods and services to our customers effectivelyand efficiently

�Builds and maintains brand value and awareness

�Delivers profitable growth

�Builds customer value

�Enhances shareholder value

�Companies that focus on customers needs and deliver great customerexperience are more successful than those that do not.

What is Marketing?

Company/products

Customer/Buyer/

Consumer

Goods

Money

Communication

Information

Marketing Mix MarketingMix

ProductProduct:VarietyQualityDesignFeaturesBrand namePackaging SizesServicesWarrantiesReturns

PriceList priceDiscountsAllowancesPaymentperiodCredit terms

PromotionSales promotionAdvertisingSales forcePublic relationsDirect marketing

PlaceChannelsCoverageAssortmentsLocationsInventoryTransport

Target Market

Marketing Mix (4c’s)

Communication

All interactions betweenyour organization andclients

Customers 4c’s

Customer solutions

Find what the customerwants and needs.

Then create the product,service, or solution.

Customer cost

Consider all costs involvedin satisfying your clients,including costs that clientsthemselves will have toincur to satisfy their needs

Convenience

How and where does thecustomer want to purchase?

Marketing Mix Strategy

Company

ProductsServicesPrices

Sales promotion

Advertising

Sales force

Public relations

Direct Marketing

Distribution channels Target Consumers

Marketing mix

My Experience

�BAT�TNT

� Any Questions?

Thank You