here we describe sales and marketing strategy, what is sales and marketing tips and ideas sales very effective part of any brand

1. 1
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

2. 2
Marketing = ?
Marketing management is the art and science of
choosing target markets and getting, keeping, and
growing customers through creating, delivering, and
communicating superior customer value.

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

4. 4
Marketing = ?
 Marketing is the sum of all activities that take you to a sales
outlet. After that sales takes over.
 Marketing is all about creating a pull, sales is all about push.
 Marketing is all about managing the four P’s –
 product
 price
 place
 promotion

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

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Difference Between - Sales & Marketing ?
Sales
Trying to get the customer to want what the
company produces
Marketing
Trying to get the company produce what the
customer wants

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

8. 8
Core Concepts of Marketing
Based on :
 Needs, Wants, Desires / demand
 Products, Utility, Value & Satisfaction
 Exchange, Transactions & Relationships
 Markets, Marketing & Marketers.

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Needs, wants
demands
Markets Marketing &
Marketers
Utility, Value &
Satisfaction
Exchange, Transaction
Relationships
Products
Core Concepts of Marketing

10. 10
Core Concepts of Marketing
 Need – food ( is a must )
 Want – Pizza, Burger, French fry's ( translation of a need as
per our experience )
 Demand – Burger ( translation of a want as per our
willingness and ability to buy )
 Desire – Have a Burger in a five star hotel

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In order to understand Marketing let us begin with the
Marketing Triangle
Customers
CompetitionCompany

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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 . . . . .

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Customer –
CUSTOMER has needs, wants, demands and desires
Understanding these needs is starting point of the
entire marketing
These needs, wants …… arise within a framework or
an ecosystem
Understanding both the needs and the ecosystem is
the starting point of a long term relationship

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How Do Customers Choose Among
Products & Services?
Value - the value or benefits the customers gain from
using the product versus the cost of obtaining the
product.
Satisfaction - Based on a comparison of performance and
expectations.
 Performance > Expectations => Satisfaction
 Performance < Expectations => Dissatisfaction

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Customers - Problem Solution
As a priority , we must bring to our customers “WHAT
THEY NEED”
We must be in a position to UNDERSTAND their
problems
Or in a new situation to give them a chance to AVOID
the problems

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Customer looks for Value
Value = Benefit / Cost
Benefit = Functional Benefit + Emotional
Benefit
Cost = Monetary Cost + Time Cost +
Energy Cost + Psychic Cost

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Strategic Marketing
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

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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

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The Strategic-Planning, Implementation, and
Control Process

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The Marketing Plan
A written document that acts as a guidebook of
marketing activities for the marketing manager

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CONTENTS of MARKETING PLAN
Business Mission Statement
Objectives
Situation Analysis (SWOT)
Marketing Strategy
 Target Market Strategy
 Marketing Mix
 Positioning
 Product
 Promotion
 Price
 Place – Distribution
 People
 Process
Implementation, Evaluation and Control

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

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DemographicsDemographics
Social
Change
Social
Change
Economic
Conditions
Economic
Conditions
Political &
Legal Factors
Political &
Legal Factors
TechnologyTechnology
CompetitionCompetition
Environmental
Scanning
Target Market
Product
Distribution
Promotion
Price
Product
Distribution
Promotion
Price
External Environment
is not controllable Ever-Changing
Marketplace
External Marketing Environment
Physical / Natural

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

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The Marketing Mix
The conventional view of the marketing mix consisted of
four components (4 Ps): Product, Price, Place/
distribution and Promotion.
Generally acknowledged that this is too narrow today; now
includes , Processes, Productivity [technology ]People
[employees], Physical evidence
Marketers today are focused on virtually all aspects of the
firm’s operations that have the potential to affect the
relationship with customers.

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The Give and Get of Marketing

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Great Words on Marketing
1. “The purpose of a company is ‘to create a customer…The only profit
center is the customer.’”
2. “A business has two—and only two—basic functions: marketing and
innovation. Marketing and innovation produce results: all the rest
are costs.”
3. “The aim of marketing is to make selling unnecessary.”
4. “While great devices are invented in the Laboratory, great products
are invented in the Marketing department.”
5. “Marketing is too important to be left to the marketing department.”

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Drivers of Customer Satisfaction
Many aspects of the firm’s value proposition contribute to
customer satisfaction:
 The core product or service offered
 Support services and systems
 The technical performance of the firm
 Interaction with the firm and it employees
 The emotional connection with customers
Ability to add value and to differentiate as a firm focuses
more on the top levels

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Marketers and Markets
Marketers are focused on stimulating exchanges with
customers who make up markets – B2C or B2B.
The market is comprised of people who play a series
of roles: decision makers, consumers,
purchasers, and influencers.
It is absolutely essential that marketers have a detailed
understanding of consumers, their needs and
wants.
Much happens before and after the sale to affect
customer satisfaction

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Thank You
HR Manager
Reema Sharma