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Title: MGT-519 STRATEGIC MARKETING


1
MGT-519 STRATEGIC MARKETING
  • AAMER SIDDIQI

2
  • LECTURE 32

3
  • REVISION

4
PROMOTION
  • Promotion is the method used to spread the word
    about theproduct or service to
    customers,stakeholders and the broader public.
  • Promotion informs consumers about therest of the
    marketing mix. Without it, consumers do not
    know about the product, the price, or the place
  • Promotion refers to raising customer awareness of
    a product or brand, generating sales, and
    creating brand loyalty. 
  • 3 basic objectives of promotion. These are
  • To present information to consumers
  • To increase demand.
  • To differentiate a product
  •  

5
PROMOTIONAL MIX
  • Promotional Mix includesPersonal selling 
  • Prospecting and qualifying
  • Pre-approach.
  • Approach
  • Presentation and demonstration
  • Handling objections
  • Closing Follow-up
  • Promotion
  • Consumer promotions
  • Point of purchase display material
  • In-store demonstrations, samplings and celebrity
    appearances
  • Competitions, coupons, sweepstakes and games,
    On-pack offers, multi-packs
  • Loyalty reward programs
  • Sales Force Promotions
  • Commissions
  • Sales competitions with prizes or awards

6
SALES PROMOTION ACTIVITIES (CONTD)
  • Business promotions
  • Seminars and workshops
  • Conference presentations
  • Trade show displays
  • Telemarketing and direct mail campaigns
  • Newsletters
  • Event sponsorship
  • Capability documents
  • Trade promotions
  • Reward incentives linked to purchases or sales
  • Reseller staff incentives
  • Competitions
  • Corporate entertainment
  • Bonus stock

7
PUBLIC RELATIONS
  • Public relations 
  • 'deliberate,
  • planned and
  • sustained effort
  • to establish and
  • maintain mutual understanding between an
    organisation and its public
  • PR can be split into 2 forms
  • Proactive
  • communications designed to build understanding
  • Pro-active campaigns are long-term attempts to
    build on core values of the organisation
  • Reactive
  • communications designed to counter
    misunderstanding.
  • the result of the need to counter an event that
    has resulted in negative views about the
    organisation

8
STAKEHOLDERS
  • Stakeholders are the various groups in a society
    which can influence or pressure your businesss
    decision making and have an impact on its
    marketing performance.
  • Operationally, stakeholders really refer to those
    groups that your business is or should be,
    communicating with
  • These groups include 
  • Clients/customers
  • Staff
  • Shareholders
  • Strategic partners
  • Media
  • Government
  • Local community
  • Financial institutions

9
KEY STEPS IN IMPLEMENTING PUBLIC RELATIONS
  • The three major steps are -
  • Setting the objectives what is it you want to
    achieve and who do you want to reach?
  • Deciding on the message and the vehicle what is
    the major thing you want to communicate
  • Evaluating the results did you achieve the
    desired result
  • did it lead to a positive outcome?

10
ADVERTISING
  • Advertising is a 'paid for' communication
  • Mass, i.e. nontargeted
  • Direct, targeted.
  • Used to develop attitudes,
  • create awareness, and
  • transmit information
  • In order to gain a response from the target
    market.

11
ADVERTISING
  • Advertising is a form of communication designed
    to persuade potential customers to choose your
    product or service over that of a competitor
  • Successful advertising involves making your
    products or services positively known by that
    section of the public most likely to purchase
    them.
  • It should be a planned, consistent activity that
    keeps the name of your business and the benefits
    of your products or services uppermost in the
    mind of the consumer.

12
WHY ADVERTISE
  • The objective of advertising is to increase your
    profit by increasing your sales. Advertising aims
    to
  • Make your business and product name familiar to
    the public
  • Create goodwill and build a favourable image
  • Educate and inform the public
  • Offer specific products or services
  • Attract customers to find out more about your
    product or service

13
RULES OF ADVERTISING
  • There are four rules to consider when planning
    any advertising activity
  • Aim - What is the primary purpose of the
    advertisement?
  • Is it to inform,
  • sell,
  • produce listings or
  • improve the image of business?
  • Target - Who is the target?
  • From which sector of the public are you trying to
    achieve a response?
  • For example is it male, female, adult, teenager,
    child, mother, father etc.

14
RULES OF ADVERTISING
  • Media  Bearing the aim and target in mind, which
    of the media available to you is the most
    suitable
  • ie TV, radio, press or Internet?
  • Competitors  What are your competitors doing?
  • Which media channel do they use?
  • Are they successful?
  • Can you improve on their approach and beat them
    in competition?

15
DEVELOPING EFFECTIVE ADVERTISING
  • Good advertising generally elicits the following
    four responses
  • Attention  It catches the eye or ear and
  • stands out amid the clutter of competing
    advertisements.
  • Interest  It arouses interest and
  • delivers sufficient impact in the message or
    offering.
  • Desire  It creates a desire to learn more or
    crave ownership.
  • Action  It spurs an action
  • which leads to achievement of the ads original
    objective
  • ie it prompts potential customers to purchase or
    use your product or service.

16
COMMONLY USED MEDIA
  • Stationery
  • Window display or office front
  • Press advertising
  • Radio
  • Television
  • Direct mail
  • Outdoor
  • Ambient
  • Cinema
  • Point of Sale
  • Online
  • Directory listings

17
TRADE FAIRS AND EXHIBITIONS
  • The purpose of trade fairs and exhibitions is to
    increase awareness
  • Encourage trial
  • Largely through face-to-face contact of supplier
    and customer.
  • They offer the opportunity for companies to meet
    with both the trade and the consumer,
  • Both to build relationships outside traditional
    sales meetings.
  • They are heavily used with B2B marketing
  • Within technology and engineering based products

18
SERVICE MARKETING MIX
  • EXTENDED MARKETING MIX (7Ps)
  • A service is not tangible the marketing mix for
    a service has three additional elements 
  • Physical Evidence
  • People
  • Process
  • By adding these three aspects to the marketing
    mix, you get what is known as the 7 Ps of
    Marketing.

19
PHYSICAL EVIDENCE
  • The environment in which the service is delivered
    and where the firm and customer interact, and any
    tangible components that facilitate performance
    or communication of the service. 

20
MATERIAL PART OF SERVICE
  • Physical evidence is the material part of a
    service.
  • Strictly speaking there are no physical
    attributes to a service, so a consumer tends to
    rely on material cues. There are many examples of
    physical evidence,
  • Packaging.
  • Internet/web pages.
  • Paperwork (such as invoices, tickets and despatch
    notes).
  • Brochures.
  • Furnishings.
  • Signage (such as those on aircraft and vehicles).
  • Uniforms.
  • Business cards.
  • The building itself (prestigious/scenic
    headquarters).
  • Mailboxes and many others . . . . . .

21
EXAMPLES OF PHYSICAL EVIDENCE
  • A sporting event is packed full of physical
    evidence.
  • Your tickets team's logos printed on them
  • Players are wearing branded kits.
  • The stadium itself could be impressive and have
    an electrifying atmosphere.
  • Some organisations depend heavily upon physical
    evidence as a means of marketing communications,
    for example tourism attractions and resorts (e.g.
    Disney World), parcel and mail services (e.g. UPS
    trucks),
  • and large banks and insurance companies (e.g.
    Lloyds of London).

22
PHYSICAL EVIDENCE
  • To the customer or potential customer, the
    physical environment has to feel right and be in
    line with their expectations. 
  • There was a time when all bank branch staff were
    hidden away behind glass screens, dealing with
    customers through a small opening.  This was
    inconsistent with the open and approachable
    stance that the banks were trying to develop.  So
    slowly the banks started to move some staff
    outside into the public area so they could better
    interact with customers. 
  • The physical environment then became consistent
    with other elements of the marketing mix.

23
PEOPLE
  • People are the most important element of any
    service or experience.
  • Services tend to be produced and consumed at the
    same moment, and
  • Aspects of the customer experience are altered to
    meet the 'individual needs' of the person
    consuming it.
  • Most of us can think of a situation where the
    personal service offered by individuals has made
    or tainted a tour, vacation or restaurant meal.

24
BUYING PREFERANCES
  • Some ways in which people add value to an
    experience, as part of the marketing mix
  • training,
  • personal selling and
  • customer service

25
PROCESS
  • Process is an element of service that sees the
    customer experiencing an organisation's offering
  • This element of the marketing mix looks at the
    systems used to deliver the service.
  • Imagine you walk into Burger King and order a
    Whopper Meal and you get it delivered within 2
    minutes.
  • What was the process that allowed you to obtain
    an efficient service delivery?
  • Banks that send out Credit Cards automatically
    when their customers old one has expired again
    require an efficient process to identify expiry
    dates and renewal.

26
THREE VIEWS ON PROCESS
  • All views are understandable, but not
    particularly customer focused.
  • Three main views in the discussion of process
    within marketing
  • Processes is seen as a means to achieve an
    outcome,
  • for example - to achieve a 30 market share a
    company implements a marketing planning process.
  • 2. Marketing has a number of processes that
    integrate together to create an overall marketing
    process
  • for example - telemarketing and Internet
    marketing can be integrated.
  • 3. A further view is that marketing processes are
    used to control the marketing mix i.e. processes
    that measure the achievement marketing objectives

27
  • It's best viewed as something that your customer
    participates in at different points in time
  • At each stage of the process, markets
  • Deliver value through all elements of the
    marketing mix.
  • Process, physical evidence and people enhance
    services.
  • Feedback can be taken and the mix can be altered.
  • Customers are retained, and other services or
    products are extended and marketed to them
  • The process itself can be tailored to the needs
    of different individuals, experiencing a similar
    service at the same time.
  • Processes essentially have inputs and outputs.
    Marketing adds value to each of the stages

28
PRODUCT MANAGEMENT
  • Product management is an organizational lifecycle
    function within a company dealing with the
  • planning,
  • forecasting, and
  • production, or marketing
  • Of a product(s) at all stages of the product
    lifecycle
  • The role may consist of 
  • product development and 
  • product marketing,
  • Different (yet complementary) efforts, with the
    objective of
  • maximizing sales revenues,
  • market share, and
  • profit margins.

29
PRODUCT MANAGEMENT
  • Product management is involved in developing an
    understanding of the market, leading to STP,
    which leads to branding and from those to the
    marketing mix, in particular to product design
    and development. In essence Product management IS
    marketing in marketing organisations
  • Product management is a strategic role
  • Product managers bring a powerful combination of
    skills product and technology expertise combined
    with market and domain knowledge as well as
    business savvy.

30
PRODUCT MANAGEMENT
  • Marketing people know how to communicate Product
    managers know what to communicate
  • Sales people know what one customer wants to buy
    Product managers must determine if the deal
    represents a single customer or a market full of
    customers.
  • Developers know what can be built product
    managers know whether it should be built.
  • Product management is a strategic role focused on
    what Products and markets we can serve in the
    years to come.

31
MARKETING COMMUNICATIONS OR MARCOM ORINTEGRATED
MARKETING COMMUNICATIONS (IMC)
  • These are messages and related media used to
    communicate with a market
  • They are messages from companies to the customers
    about
  • Products
  • Brands or
  • The company itself
  • All marketing communication activity is a form of
    promotion
  • In one way or another it attempts to promote the
    interest of the brand, product range and/or
    company.

32
THE MARKETING COMMUNICATIONS MIX
  • Promotion describes the communications activities
    of
  • advertising
  • personal selling
  • sales promotion and
  • publicity/public relations.
  • Advertising is a non-personal form of mass
    communication, paid for by an identified sponsor.
  • Personal selling involves a seller attempting to
    persuade a potential buyer to make a purchase.
  • Sales promotion encompasses short-term activities
  • Publicity/public relations is a non-personal, not
    paid for communication usually in the form of
    journalistic or editorial cover.

33
MARCOM
  • The marketing communications mix is made up of
    personal selling, a range of conventional
    advertising media and a range of non-media
    communication tools.
  • The conventional media tools, which involve
    renting space on television, newspapers,
    posters, radio etc., are referred to as
    above-the-line promotional techniques.
  • Other marketing communications techniques, such
    as sales promotion, sponsorship and exhibitions
    do not involve the commissioning of space or
    air-time in or on conventional media.
  • These techniques are referred to as below the
    line techniques. Marketing effectiveness depends
    significantly on communications effectiveness.

34
MARCOM
  • The market is activated through information
    flows.
  • The way a potential buyer perceives the sellers
    market offering is heavily influenced by the
    amount and kind of information he or she has
    about the product offering, and the reaction to
    that information.
  • Marketing relies heavily upon information flows
    between the seller and the prospective buyer.
  • To many people marketing communications, such as
    television advertising, direct mail and poster
    advertising is marketing.
  • This is because marketing communications is
    certainly the most highly visible aspect of
    marketing activity and it impacts on everyday on
    life.

35
MARCOM
  • Marketing communications, whether above or below
    the line activity, is collectively just one of
    the 4Ps of the marketing mix.
  • However, it is a very important part. No matter
    how good a firms product or service offering is,
    the benefits to the consumer need to be
    communicated effectively.
  • Marketing communications, in the form of above
    and below the line promotion, lies at the very
    centre of any marketing plan.
  • Within the context of a general introduction to
    marketing theory it is not possible to cover the
    subject of Marketing Communications in the depth
    and breadth its role in modern business demands.

36
EXPANDING MARKETINGS TRADITIONAL BOUNDARIES
  • Non-traditional marketing/Alternative
    Marketing/Off-Street Marketing. The major
    categories are as follows
  • Ambient marketing
  • Astroturfing or Astroturf marketing
  • Buzz Marketing
  • Cause marketing or cause-related marketing
  • Event marketing
  • Experiential marketing
  • Guerrilla Marketing
  • Grass Roots

37
NON-TRADITIONAL MARKETING
  • Organisation marketing
  • Person marketing
  • Place marketing
  • Presence Marketing
  • Social Marketing
  • Social media Marketing
  • Sports Marketing
  • Tissue Pack marketing
  • Undercover Marketing
  • Viral Marketing

38
  • THANKYOU
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