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Marketing
International/global marketing mix
Suhard Amit
MBA RMIT ( Aus )
Dip Business Management ( Aus )
Dip in Marketing
A state of felt deprivation of some basic
satisfaction is termed a Need
Being the best you can be
Developed by Psychologist
Abraham Maslow
Marketing concept
Coordinated
marketing
Target market Customer Profitability
needs A coordinated
Where the effort to meet Final outcome
marketing effort the for the
is directed Activities start requirements of organization
towards a with customer the customer would be profits
chosen sector needs in mind or surplus
The Marketing
Mix
Mix management of a pen manufacture
S T P MI Target
Segmentati Targetin Positionin X Group
on g g
Measurable Size
Purchasing power
Characteristics of the segment
Infortainer
60% 35%
The Stylist
65% Infortainer
50% Infortainer
40% 50%
Tweens
60%
The Stylist
20% 45%
The Stylist
20% The Stylist
Tweens
10% 10%
0%
Users 14-20 Users 21-25 Users 26-30 Users 30 -35 Above 36
Infortainer
60% 35%
The Stylist
65% Infortainer
50% Infortainer
40% 50%
Tweens
60%
The Stylist
20% 45%
The Stylist
20% The Stylist
Tweens
10% 10%
0%
Users 14-20 Users 21-25 Users 26-30 Users 30 -35 Above 36
Commercial
Vehicles
Family
Cars
Landowners Practical,
Sports Farmers Reliable,
Total Cars Comfortable,
Motor
Reasonably
Vehicle
priced
Market Off road Recreational Rugged,
Cars Drivers; Climbers, Powerful,
Mountaineers Capacious for
equipment
Economy Fashionable City Powerful,
Cars dwellers Comfortable,
smart looking
and solid
Luxury Target Market
Cars
Target Market description..
Young Executives
Newly joined the Corporate world
Aspires to get a job in a blue chip
company however currently happy in
working for a SME
Age 23-30 years
Lives in Urban and Suburbs
Aspires to be in middle management
in the next 5 years
Single / Newly married
Wants to be connected to social media
and Up to date with what's happening
around the world
Positioning theory..
Efficiency
(ROI,
Cash flow)
Performance advantage
Price advantage
More for more: Premium strategy: more value for higher price
The same for less: A comparable product offered for a lower price
Less for much less: Lower quality for a much lower price
How would you position the brand based on the selected target
market
Group Discussion
Select a product of your choice and discuss the current segmentation, Target
market and positioning strategy applied by the organization
The Marketing Mix
Value of product
Marketing-
Mix
Value through
Products/ service
Services Value
Value through image
Value through
Pricing channel etc.
Added
Customer
Monetary costs
Value
Promotion
Time spending
efforts
Costs
Costs for energy
Place
Physical effort
Creates a Well
competitive Balanced
advantage
Matches corporate
resources
If done properly, what will we get?
Where does the Marketing mix fit in the marketing planning process
Marketing audit
A snapshot of current situation; where the company is now!
Marketing strategies
How to get to the objectives!
Implementation
Putting the plan into action
Physical Products
Services
Persons
Places
Events
Organizations
Combination of above
Products & Services..
Service
Any act that one party can offer to another that is essentially intangible and does not result
in the
ownership of anything. May or may not be tied to a physical product
Special Dining
Actual Product:
Experience
Actual Product Hotel room, Bed, Bathroom, Towels
Rooms
Food
Core product /
Benefit Loyalty Augmented product
Best Service
The add ons or extras / Value additions in
Service
Brand Name
Hotel Industry
Example
Industrial products
Product Differentiation techniques
Product systemgroup
of diverse but related
items (e.g., Mobile phone,
Head set, Charger
Product mix or
assortmentvarious
product lines (e.g.,
Samsung consumer
Appliance Division
refrigerators, TV washing
machines, etc.)
Product Linesvariants
of each product (e.g.,
Coke, Diet Coke, Coke 0)
Group Discussion
12-32
What is a Brand ?
Brand logo
Brand design
Brand tagline
Brand advertising
33
A promise delivered
In B2B a Solution Delivered
Suhard Amit 2014 & ICBT
come in and find out
Challenge:
Behavioral Branding affects verbal and non-verbal interaction
Co-branding
Ingredient Branding
Packaging
Packaging, sometimes called
The 5th P, is all the activities of
designing and producing
the container for a product.
Facilitate product
transportation and
protection
Adoption
process
Adoption of Innovation
Innovators
Early adopters
Early majority
Late majority
Laggards
1. Advertising.
2. Sales Promotion.
3. Personal Selling.
4. Public Relations.
However sales people are very expensive and should only be used where
there is
a genuine return on investment. For example salesmen are often used to
sell cars
or home improvements where the margin is high. Or it would be based on
the
nature of the product.
Promotional Mix
Public Relations
e.g.; All airlines exploit PR; just watch what happens when there is a disaster. The pre-planned
PR machine clicks in very quickly with a very effective rehearsed plan.
Promotional Mix new additions
Direct Marketing
Direct Marketing
Word of Mouth The most powerful promotional medium available. Likely to be believed and
acted upon
Communications between friends and family members on products that are experienced, used or
rejected
Promotional Mix new additions
Direct Marketing
Word of Mouse The online version of word of mouth and is also called viral marketing. FB,
Youtube, Twitter
Promotional Mix new additions
Direct Marketing
Product Placements Supplying products to film and TV companies to be used in the shows
Promotional Mix new additions
Such approaches are very good for making new contacts and renewing old ones.
They offer the opportunity for companies to meet with both the trade and the
consumer.
Promotional Mix new additions
Sponsorship.
Companies will sponsor sports events such as the Olympics or Formula One.
The attributes of the event are then associated with the sponsoring organization.
Media decisions
The choice of medium is important!
This would depend on several factors
1. Target segment
2. Required reach
?
3. Required frequency
4. Cost
5. image
Key media
Television
Radio
Press mass and target media
Billboards best for localised campaigns
Web (digital) advertising
Cinema
Measuring the success of promotional activities
This is not easy as most marketing activities are around
customer attitudes and mindset changes!
Budget measurement
Objectives achieved
Sales revenue, profits/losses measurement
Efficiency and effectiveness
Defects or returns
Customer service complaints
Increased brand awareness
Changing attitudes
Repeat purchases and loyalty