MARKETING

AHSAN ALI (M.I.S)

C.V GROUP KNIGHT’S
LAHORE
 Marketing
Marketing
Marketing……..
What is this
MARKETING???
?
 What is Marketing?

There are several definitions of Marketing but let us

forget all those formal methods to
understand/elaborate things. I always think the same
especially when people talk about Marketing. It isn’t
process of promoting products only basically
Marketing is a science.
 Marketing Science

When ever we talk about Science then our mind clicks

about some well defined methods to work on a
subject. Similarly Marketing Science is a well
defined process which can be divided into different
phases as a char is defining it below;
 SEARCH
Promotion 1. Right Place
1.Customer liking & disliking PSYCHOLOGY
2.Advertisement methods etc. 2 Right Customer 1.Understanding People
2.Understanding their demands
3. Right Time etc. etc.

Economic
1.Economic Condition Social
2.Earning methods etc. 1.Social structure
2.Social Values
3.Norms & Culture etc.
 Marketing Methodology
• Who are our existing / potential customers?
• What are their current / future needs?
• How can we satisfy these needs?
 Can we offer a product/ service that the customer
would value?
 Can we communicate with our customers?
 Can we deliver a competitive product of service?
• Why should customers buy from us?
 DIRECT MARKETING
• Direct marketing is any unsolicited contact your
business makes with existing or potential customers
in order to generate sales or raise awareness.

• It is the most cost-effective form of marketing. From

direct mail and leaflet drops to telemarketing and
email marketing, it allows you to target customers
with greater accuracy than any other method.
WHY USE DIRECT MARKETING?

Direct marketing allows you to generate a specific

response from targeted groups of customers.
 KEY OBJECTIVES OF DIRECT
MARKETING

• Increasing sales to existing customers

• Building customer loyalty
• Re-establishing lapsed customer relationships
• Generating new business
 INDIRECT MARKETING

Indirect Marketing is the distribution of a particular

product through a channel that includes one or more
resellers.
ADVANTAGE OF DIRECT MARKETING

Direct marketing has its advantages and can help your business grow,
and here is how it can do just that. With direct marketing you can
target directly to a certain type of individual or customer that could
benefit from your business. You can also personalize it to a specific
customer through direct mail. You can optimize to get results and
then you will know how much or little your approach has worked.
Another thing is your direct marketing can be flexible and relay
many topics of products or services. You can accumulate all your
data from responses to use for future marketing endeavours.
 DISADVANTAGE OF DIRECT
MARKETING
Direct marketing has its disadvantages, as well and this can ultimately hurt
your business and not bring more customers. The cost can be a great
disadvantage. Having any type of marketing device can be costly. If your
marketing is of poor quality it will hurt your business as well. Your
messages need to be clear, unique, and useful. If you don't take the time to
develop a good marketing campaign, then it will hurt you more than help.
The biggest disadvantage is a poor image, especially when using direct
mail marketing. This is why you need to plan your marketing techniques
and refine them if need be. It will only benefit you in the long run if you
do this now instead of spending money on something less than perfect.
 DISADVANTAGE OF INDIRECT
MARKETING

An indirect channel also has limitations. The

manufacturer has to give up control over the
marketing of its product to another firm. The channel
may not be permanent because the intermediary can
easily discontinue handling a manufacturer's product
if there is no profit.
 PRODUCT DEFINITION

"Anything that is capable of satisfying

customer needs"
 PRODUCT LIFECYCLE

A new product progresses through a sequence of stages

from introduction to growth, maturity, and decline.
This sequence is known as the product life cycle and
is associated with changes in the marketing situation,
thus impacting the marketing strategy and the
marketing mix.
The product revenue and profits can be plotted as a function of the life-cycle
stages as shown in the graph below:
Introduction Stage

• In the introduction stage, the firm seeks to build product

awareness and develop a market for the product. The impact
on the marketing mix is as follows:

• Product branding and quality level is established, and

intellectual property protection such as patents and trademarks
are obtained.
• Pricing may be low penetration pricing to build market share
rapidly, or high skim pricing to recover development costs.
• Distribution is selective until consumers show acceptance of
the product.
• Promotion is aimed at innovators and early adopters.
Marketing communications seeks to build product awareness
and to educate potential consumers about the product.
Growth Stage

In the growth stage, the firm seeks to build brand

preference and increase market share.
•Product quality is maintained and additional features
and support services may be added.
•Pricing is maintained as the firm enjoys increasing
demand with little competition.
•Distribution channels are added as demand increases
and customers accept the product.
•Promotion is aimed at a broader audience.
Maturity Stage

At maturity, the strong growth in sales diminishes. Competition

may appear with similar products. The primary objective at this
point is to defend market share while maximizing profit.

•Product features may be enhanced to differentiate the product

from that of competitors.
•Pricing may be lower because of the new competition.
•Distribution becomes more intensive and incentives may be
offered to encourage preference over competing products.
•Promotion emphasizes product differentiation.
Decline Stage
As sales decline, the firm has several options:
•Maintain the product, possibly rejuvenating it by adding new
features and finding new uses.
•Harvest the product - reduce costs and continue to offer it,
possibly to a loyal niche segment.
•Discontinue the product, liquidating remaining inventory or
selling it to another firm that is willing to continue the product.
 PRODUCT STRATEGY

Marketing plan for a product based on the

characteristics of the target market, market share
objectives, desired product positioning within the
market, and profit objectives. Strategic plans for a
product are based on decisions regarding the four P's
(product, place, price, promotion), financial targets
and budgets, and tactical plans.
 KNOW YOUR CUSTOMER NEEDS
• Who they are ?
• What they do ?
• Why they buy?
• When they buy?
• How they buy?
• How much money they have ?
• What makes the feel good about buying?
• What they expect of you?
• What they think about you? (Image)
• What they think of your competitors?
 CUSTOMER DEMAND
Consumer need and desires can influence product development.
Needs and desires mean sales demand. Many products are
developed to meet some need, such as a vaccine for the swine
flu or a hair spray for sensitive scalps. Products created to
meet a need have a better chance for quicker success than a
product whose usefulness and utility must be sold as much as
the product itself.

Product demand is elastic in that products will continue to be

introduced into a category until the benefit ceases to be
realizable in sales growth.
 MARKET RESEARCH
To undertake marketing effectively, businesses
need information. Information about customer
wants, market demand, competitors, distribution
channels etc.
This comes from 3 main sources:
• Internal company information
• Marketing Intelligence
• Market Research
 USE OF MARKET RESEARCH
You can find out the following from market research
Information about the market
• Analysis of the market potential for existing products (e.g.
market size, growth, changing sales trends)
• Forecasting future demand for existing products
• Assessing the potential for new products
• Study of market trends
• Analysis of competitor behaviour and performance
• Analysis of market shares
Information about Products
• Likely customer acceptance (or rejection) of new products
• Comparison of existing products in the market (e.g. price,
features, costs, distribution)
• Forecasting new uses for existing products
• Technologies that may threaten existing products
• New product development
TYPES OF MARKET RESEARCH

• QUANTITATIVE RESEARCH
• QUALITATIVE RESEARCH
 Qualitative Research
• Qualitative Research is about investigating the
features of a market through in-depth research that
explores the background and context for decision
making.

• There are two main qualitative methods - depth

interviews and focus groups. However qualitative
research can also include techniques such as usability
testing, brainstorming sessions and surveys.
 Quantitative Research

Quantitative research is about measuring a market and

quantifying that measurement with data. Most often the
data required relates to market size, market share,
penetration, installed base and market growth rates.
However, quantitative research can also be used to
measure customer attitudes, satisfaction, commitment and
a range of other useful market data that can tracked over
time.
 SUPPLY CHAIN

A supply chain is the system of organizations,

people, technology, activities, information and
resources involved in moving a product or service
from supplier to customer.
 An illustration of a company's supply chain; the arrows
stand for supplier-relationship management, internal SCM
and customer-relationship management
 Representative Must Know
• AREA KNOWLEDGE
• PRODUCT KNOWLEDGE
• CUSTOMER IDENTIFICATION
• CUSTOMER KNOWLEDGE
• CHEMIST FEED BACK
• BAG PREPARATION
• CHAMBER FIGHT
• COMPETITOR KNOWLEDGE
• PREE CALL ANALYSIS
• POST CALL ANALYSIS
• COMMITMENT
• SALES EVALUATION
 Marketing Personnel Strategy
• Specify the target market & Plan

• Measures of Market

• Achievable Target

• Realistic Approach

• Time Bound Marketing activities

 Marketing Planning

• Systematic futuristic thinking by management

• Better co-ordination of a company’s efforts
• Development of performance standards for control
• Sharpening of objectives and policies
• Better prepare for sudden developments
Yahoo! Now I
KNOW ALL
ABOUT
MARKETING!!

THANK YOU!