“Design is about giving
life to your ideas”

How do you feel today?
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Excited Exhausted
Hurt
Offended Disrespected
Determined
Passionate

How business use marketing to
create value?
The business create value for customer through
marketing strategy. Which includes:
1.Targeting customer (STDVP) Who
Who is your customer?
2.Marketing analysis (5Cs and SWOT)
How you analyze the situation?
3.
How to create value for customer?

S T
P
Segmentation
Identifying different
group of customers
Positioning
Creating a desired
image in the minds
of customers
Differentiation
Adding meaningful and
valued differences
Targeting
Selecting which
segment(s) to serve.
Value Proposition
Your UVP is a clear statement that describes the benefit of your offer,
how you solve your customer's needs and what distinguishes you
from the competition
V
Targeting Customer (STDVP)
Who is your customer?
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D
To the layout

Strategic Goals
Differentiation
Segmentation
& Targeting
Product
Price
Value
Proposition
C
U
S
T
O
M
E
R
S
B
R
A
N
D
S
Place
Promotion
Positioning
Marketing Management Process
Marketing Management Process
How it Works?
Marketing; A broad Perspective

5 Cs Analysis Know your
Customer
Know your
Context
Know your
Competitor
Know
your
Company
Know your
Collaborators
Need Analysis
Decision-making process
PEST Analysis
▪ Competitive
Advantage
▪ Competitive
Strategy
▪ 4Ps
▪ Service quality
▪ Financial Condition
▪ HR competencies
▪ Network strength
Influencers
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SWOT analysis
go to the template

It is differentiating your product or
service from other to make it more
attractive for your target customer
Differentiation
Tools for Differentiation
⮚Product/ Service features
⮚Personnel
⮚Channel
⮚Image
Back to main slide
go to the template

Value proposition is a short compelling statement articulating
the specific benefits a company is offering to its target market.
Value proposition
Tools for Value proposition
It can be as simple as list of key benefits. Another way to approach is to
use a fill in the blank template as below:
⮚When our customer buy and use (our product)
⮚Instead of (a competitive solution)
⮚Then they will receive (what key benefits?)
⮚Because of the differentiation (what unique capability deliver the
benefits?)
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go to the template

Know your customer
Need Analysis
Functional Needs
Emotional Needs
Decision Making Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post Purchase Evaluation
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go to the template

Know your Context
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go to the template

Know your Competitor
Reflect on the 4Ps analysis you did
• Product
• Price
• Place
• Promotion
Apart from this give due consideration to following in order to answer the below
questions
• Financial condition
• HR core competences
• Technological skills
• Infrastructure and resources (Physical & Technological)
• Access to teaching resources
• Service quality
• Network access
Back to main slide
go to the template

Know your Company
Competitive Advantage
Points of Differentiation
Competitive Strategy
Cost Leadership
Differentiation
Niche/Focus
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go to the template

Know your Collaborator
1. Which collaborator is strong enough to leverage?
2. What Impact can he/she make?
3. What does my collaborator and complementor
will get from relationship with the firm?
4. How can he/she be motivated
5. What do you want to get out of your
relationship?
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go to the template

Marketing Mix (4Ps)
How to create value for customer?
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Product
A Product is anything that can be offered to a customer to satisfy his or her need or want.
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Product
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Price
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Place
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Positioning
An effort to influence consumer perception of a brand or product relative to the perception of
competing brand or products, why customer should buy your product?
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1. Determine target audience
2. Set communication objective
3. Develop message
4. Pick channels of communication
5. Determine frequency
6. Operate within budget
Marketing Communications Framework
Promotion

Message
Attractive
go to the template
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Opening slides
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