Marketing Mix and Sale Promution

1. Marketing Mix
and
Sale promotion
Behshad Mehrabi

2. Agenda
Marketing management basic concepts
How to build Marketing Plan

3. Simple Business System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

4. What is Marketing…??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All of the above, plus much more!

5. Marketing = ?
Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, services to create exchanges that satisfy
individual and organizational goals
American Marketing Association

6. Who is a Customer ??
Anyone who is in the market looking at a product /
service for attention, acquisition, use or consumption
that satisfies a want or a need
CUSTOMER IS . . . . .

7. Customer –
CUSTOMER has needs, wants, demands and
desires
Understanding these needs is starting point of the
entire marketing

8. Market Segmentation
nations, states, countries, or even
neighborhoodsGeographic
Demographic
Psychographic
behaviorist
age, sex, family size, education,
income, social and race
personality and/or lifestyle like
activities, interests, and opinions
degree of use (heavy versus
light), and/or brand loyalty

9. Scope – What do we market
 Goods
 Services
 Events
 Experiences
 Personalities
 Place
 Organizations
 Properties
 Information
 Ideas and concepts

10. Anything that is offered to the market for
attention, acquisition, use or consumption that
satisfies a want or a need
Product is . . . . .

11. Types of Products
Consumer
Products
Industrial
Products
PRODUCTS
Services

12. Push vs. pull strategy
Producer Wholesaler Retailer Consumer
Producer Wholesaler Retailer Consumer
PUSH STRATEGY
PULL STRATEGY
Product flow Promotion effort
9-10
Product flow

13. Product lifecycle
The product lifecycle looks at the sales of a
product over time
Launch – high expenditure on
promotion and product development,
low sales.
Growth – sales increase and product
should break-even
Maturity – sales stabilise, less
expenditure on promotion needed,
revenue & profit should be high
Decline – sales decline, extension
strategies can be adopted or the
product withdrawn

14. The BCG Matrix

15. The 4 Ps & 4Cs
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience

16. Marketing Mix of GM

17. Product
‘Product’ refers to the functions and features of a good
or service
Should satisfy the needs of the customer
‘Product’ also includes a range of factors such as
packaging
quality
warranties
after-sales service
branding

18. Extension strategies
Extension strategies should maintain or increase
sales. They include:
Modifying the product
Reducing the price
Adding a feature
Promoting to a
different market
sector

19. Pricing Strategies

20. Price leaders and takers
Price leader – businesses that dominate the
market can often dictate the price charged for a
product. Other businesses follow this lead.
Price taker – businesses have to charge the
market price. This is often the case where there
are many small firms competing against each
other.

21. Place
Products should be conveniently available for
customers to buy
‘Places’ include:
Stores
Mail order
Telesales
Internet
The use of
e-commerce (promoting and
selling on the internet) has
grown massively over the last
few years

22. Channels of distribution
Manufacturers
Wholesaler
Retailer
Consumer

23. What is a promotion?
 Promotion is the element in an
organisation’s marketing mix that
serves to inform, persuade and remind
the market about the organisation
and/or its products.
9-1

24. Goals and Tasks of Promotion
Informing Reminding
Persuading
Target
Audience

25. Goals and Tasks of Promotion
Informing Reminding
Persuading
Target
Audience
PLC Stages:
Introduction
Early Growth
PLC Stages:
Growth
Maturity
PLC Stages:
Maturity

26. The Promotional Mix
Combination of
promotion
tools used to reach the
target market and fulfill
the organization’s
overall goals.
 Advertising
 Public Relations
 Sales Promotion
 Personal Selling
Promotional
Mix

27. The Promotional Mix
Impersonal, one-way
mass communication about
a product or organization
that is paid for by a
marketer.

28. Advertising Media
Traditional
Advertising Media
New
Advertising
Media
 Television
 Radio
 Newspapers
 Magazines
 Books
 Direct mail
 Billboards
 Transit cards
 Internet
 Banner ads
 Viral marketing
 E- mail
 Interactive video

29. Advertising
Advantages Disadvantages
 Reach large number
of people
 Can be micro-
targeted
 Total cost is high
 National reach is
expensive for small
companies

30. Public Relations
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public
may be interested in, and
executes a program of action to
earn public understanding and
acceptance.

31. The Function of
Public Relations

32. Sales Promotion
Marketing activities—other
than personal selling,
advertising, and public
relations—that stimulate
consumer buying and
dealer effectiveness.

33. Sales Promotion
consumer
Trade
Customers
sampling
Contests
Premiums
Trade Shows
price deals
Coupons

34. Personal Selling
Planned presentation to
one or more prospective
buyers for the purpose of
making a sale.

35. Personal Selling
Traditional
Selling
Relationship
Selling

36. Agenda
Marketing management basic concepts
How to build Marketing Plan

37. Strategic Marketing management
Strategic marketing management is concerned with
how we will create value for the customer
Asks two main questions
 What is the organization’s main activity at a
particular time? – Customer Value
 What are its primary goals and how will these be
achieved? – how will this value be delivered

38. Marketing Plans
ANALYSIS
OBJECTIVES
STRATEGIES
TACTICS
CONTROLS

39. Factors
Influencing
Company’s
Marketing
Strategy

40. Strategic Planning
Strategic Planning is the managerial process of
creating and maintaining a fit between the
organization’s objectives and resources and the
evolving market opportunities.
 Also called Strategic Management Process
 All organizations have this
 Can be Formal or Informal

41. Business Strategic-Planning Process
External environment
(Opportunity &
Threat analysis)
Internal Environment
(Strength/ Weakness analysis)
Goal FormulationBusiness Mission

42. The Marketing Process
Business
Mission
Statemen
t
Objective
s
Situation
or SWOT
Analysis
Implementation
Evaluation, Control
Target Market
Strategy
Marketing Strategy
Product
Promotion
Place/Distribution
Price
Marketing Mix

43. Thank you!