Marketing Management

case study

 Progress is measured by degree of

differentiation within a society
-Herbert Read.
The aim of marketing is to know and
understand the customer so well the
product or service fits him and sells
itself
-Peter Drucker.
The only risk of failure is promotion.
-Scott Adams

Major problems:
Lack

of Product differentiation.
Fail in effective marketing.
Lack of unity among
departments.
Inefficient costing plans.
Non- conscious with Brand
Equity.

Kotler defines differentiation as the

process of adding meaningful and valued
differences to distinguish the companys
offering from the competition.
A firm can differentiate along 5
dimensions:
Product
Service
Personnel
Channel
Image

A base of differentiation must fill some

customer need:
Image
Beauty
Status
Style
Taste
Quality
Service
Accuracy etc.,

Bases of Differentiation:

Almost anything can be a base of

differentiation:
Tangible thing (product features,
location, etc.)
Intangible concept (reputation, a
cause, an ideal, etc.)
limited only by managerial
creativity

Competitive advantage:
A product differentiation strategy
must meet the VRIO criteria
Is it Valuable?
Is it Rare?
Is it costly to Imitate?
Is the firm Organized to exploit
it?

Promotion:
Promotion is one of the key elements of
the marketing mix.
Promotional strategies can be developed
by
SegmentationDividing the marketing into
distinct groups
TargetingDeciding which of these groups
to communicate with, and how to talk to
them
PositioningHow the product or brand
should be perceived by the target groups
MessagingDelivering a specific message
in order to influence the target groups

SEGMENTATION:
Dividing potential customers into discrete groups is
vital if you want to increase the success rate of any
communications message.
Who are the potential customers?
How many sub-groups should you divide them into?
How do these groups differ?
What are their media consumption habits?
What are their expectations and aspirations?
What are their priorities?
How much disposable income do they have?
What are their buying habits?
Are they likely to have children?
How many holidays do they take a year?
How much money do they give to charity?
How can you help them?

TARGETING:
For

the purposes of advertising,

targeting is the process of
communicating with the right
segment(s) and ensuring the best
possible response rate.
The methods you use to target
your audience must relate to your
marketing plan objectives.

POSITIONING:
Positioning

is the process of developing

an image for your company or product.
Branding is a powerful tool for
positioning your product. Branding is
used on almost all customer facing
elements of a product, from the
packaging design to the style of writing
used on posters.
A corporate identity is a useful tool to
ensure that your branding is used in a
consistent way throughout the
company.

ADVERTISING:
Once you have determined the positioning for
your brand, it's time to develop the
message in order to influence your target
groups. Advertising objectives should be
directly linked to your marketing plan, and
tend to fit into the following generic
categories:
Inform - raising awareness of your brand &
products, establishing a competitive
advantage
Persuade - generating an instant response
(usually driving sales)
Remind - to maintain interest and
enthusiasm for a product or service

SALES PROMOTION:
Consists

of media and non-media

marketing communications employed
for a predetermined, limited time to
stimulate trial, increase consumer
demand, or improve product
availability
Consumer Sales Promotion:
Directed at Consumers
Trade Sales Promotion:
Directed at Resellers

The 10 Commandments of
Creative Sales Promotion
Set specific objectives
2. Know how basic promotion techniques work
3. Use simple, attention-getting copy
4. Use contemporary, easy-to-track graphics
5. Clearly communicate the concept
6. Reinforce the brands advertising message.
7. Support the brands positioning and image.
8. Coordinate promotional efforts with other
marketing plans.
9. Know the media you work with.
10. Involve the trade.
1.

Repositioning
Strategies:
Repositioning

is the process of
creating a new or modified brand,
company, or product position.
A company may enhance or modify
a position, based on market
feedback.
Yahoo! repositioned from online guide to
Web portal.
Amazon repositioned from worlds largest
bookstore to Earths biggest selection.
Facebook now hosts many business page
profiles and third-party applications.

CONCLUSION:
It's

a documented fact that creative,

well branded, distinctive advertising
generates the best results so ensure
you use the best possible creative
team you can get your hands on.
Whatever you're planning, the strategic
thinking behind all advertising is
essentially the same get to know your
audience, target them efficiently and
position your brand in the way that will
benefit your business.