World Federation of Engineering Organizations

Fédération Mondiale des Organisations d’Ingénieurs

الهــندسيــة للمــنظــمات الــدولي اإلتــحـاد

Marketing 4 Engineers

Cross department teams

Marketing 4 Engineers Why ?

Competitive product developers

More career opportunities

It‘s what the market need

Marketing is about providing the correct bundle of benefits to the changing needs and demands of the customer

“Marketing is not about providing products or services”

Knowledge is power – Information builds knowledge

So let’s collect information but ….

Why, How and What ?

WHY …. Collect information?

HOW... To collect information ?

Secondary data - already exists, desk research

Primary data - firsthand

WHAT… Information?

Product

Price

Place

Promotion

Physical Evidence

ProcessesPeople

Goods Services

« The Extended Marketing Mix 7 Ps »

The Final Step« Promotion »

To increase sales

To create awareness

To inform

To remind

To reassure

To create an image

To modify attitudes

Tools Digital marketing, Trade fairs, Media, Mailing, Direct Ad, Cinema, Packaging, Flyers etc.

Communication Objectives :

Promotion

Different clients

Different communication and sales methods

Sales (B2C, B2B)

People

-IInternal Clients

External Clients

People

Who are our existing / potential customers?

What are their current / future needs?

How can we satisfy these needs?

Why should customers buy from us?

External clients (existing & potential):

People (Segmentation)

o Ageo Sexo Occupationo Economic circumstanceso Roles and status

Demographic Factors

Targeting

People

HR policy:- Motivation (yesterday, now & tomorrow)

- Competences

- Career opportunities

- Communication interne

Internal clients

Product

Product Levels

Product Life Cycle

Product Development

Core benefit:your feeling

Product Levels

Actual product:what you can see and touch

Augmented Product:Added value

Product Development

Product Life Cycle (PLC)

Place

- Which ? Channels

- How ? Sales support

- Why ? Increasing sales, lower costs …

Physical Evidence

-Premises, Equipment, -Furniture, Uniform etc

-The moment of truth

Processes

Aligning all aspects of the organization with the wants and needs of clients

The 5 Cs Costs

Customers

Channels

Competition

Compatibility

Price

Forgotten something?

Sure did….. Our Competitors!

Use The 7 Ps

Win Market Shares

&

Our Market PositionLuxe

Moins Luxe

Tendance

Classique

Some Examples

Product & Price

Place

Physical Evidence

Promotion

SAS

Product – business class

People – an ongoing training program «putting people first» He revolutionized the airline

industry through an unrelenting focus on customer service quality.

& Janne Carlzon

"Problems are solved on the spot, as soon as they arise. No front-line employee

has to wait for a supervisor's permission."

We have 50,000 moments of truth every day.

Promotion - Communication“I learned that, before you reach an objective, you must be ready with a new one, and you must start to communicate it to the organization. . . But it is not the goal itself that is important."

Processes - Delegating responsability away from management

Promotion: February 2011

Product: Partnership Sony + Ericsson + Microsoft

People:Targeting age, technical interest…

Sony Ericsson

Product Development PLC – Product Life Cycle

Back to Communication & the difficulty to get through

So where shall I put my Ad budget?

Shall I forget …Printed Ad?

Digital Marketing&

Social MediaiAD & Smartphone

Tomorrow’s profession…….

Marketing Engineers

Remember ?Marketing is about providing the correct bundle of benefits to the changing needs and demands

of the customer

Thank you for your attention