Marketing & BrandingIEEE ASU SB 2011Hebatollah Ashraf

Marketing Concept

“Satisfying customers’ needs profitably”

Philip kotler

Selling Marketing

Needs of the seller Needs of the buyer

Turn product into cash Consumer satisfaction

Marketing is

0As defined by the American marketing association: “The process of planning and executing: the conception,

pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives.”

0Marketing is the company's customer manufacturing department.

0 It’s the whole business as seen from the customer's point if view .

0 It connects producers with consumers.

Basic Terms

Need, Want & Demand

0Need: a fundamental requirement … “I’m thirsty”0Want: needs that are directed towards a

specified object … “I want Pepsi”0Demand: wanting a specific object &

willing to pay for it … “I’m gonna buy Pepsi”

Product (Market Offering)

Goods…any productServices…as airlines etcExperiences….as theme parks etcEvents…as Olympics etcPersons…as celebrities, speakers (TED) etcPlaces…as travel etcProperties… as stocks etcOrganizations….as IEEE etcInformation…as Books, Web etcIdeas…as donations, charity ideas etc

Value & Satisfaction

0Customer Value The difference between the values the customer gains from owning or using the product, and the cost of obtaining the product.

0Customer Satisfaction The extent to which the products performance matches the buyer’s expectations.

Market

The set of all actual and potential buyers of a product.

Marketing Orientation

When everyone inside a company is aware of: 0Who are the company's target0What are the target needs0How will the company satisfy these needs

more effectively than its competitors0How will the company satisfy these needs

profitably

Strategic MarketingSTP

Segmentation

Segmentation

0Dividing large, diverse markets into smaller segments, that can be reached more efficiently and effectively with products that match their unique needs.

An Effective Segment

1. Measurable0 Can be easily measured and studied in a reliable statistical plan.

(Wrong segmentation: by eye-color)

2. Accessible0 Can be accessed by the company or person, not very far or very rare

in the region you are in.

3. Substantial0 Large and profitable enough

4. Differentiated0 Easily distinguished from the rest of segments

5. Actionable 0 We could perform an action plan on this segment.

Targeting

Targeting

1. Evaluation of segments

2. Selection of segments

Positioning

What is Positioning?

It's what you do to the customer's mind

0That one specific idea that first comes to the mind about the product.0It’s how your target market defines you

in relation to your competitors. 

How to Set your Position1. SWOT Analysis

Weaknesses Strengths

Threats Opportunities

How to Set your Position2. Positioning Attributes

A. Product Leadership Quality & innovation, higher market share

B. Operational Excellence efficiency & low price

C. Customer Intimacy best solution or service; interactivity & customization

Product Leadership

Operational Excellence

Customer Intimacy

Customer Intimacy

Position Criteria0Consistent0Clear & Simple0Specific0Important0Sticking0Can’t be imitated

Positioning Tools

Logo

Positioning ToolsAdverts

Positioning Tools

Statements

Positioning ToolsSlogan

Positioning Around Us

Leaders & Followers; 0Hertz & Avis… rent a car07 up & Coke

Stretching BreakVideo

TEDxAmsterdam - Trailer - Challenge 'Ideas Worth Doing' - YouTube

http://www.youtube.com/watch?v=vFDEJvPiVBQ

Let’s get Tactical…4 P’s

1. Pricing

The Process of determining what a company will receive in exchange for it’s products.

Pricing

• New or Existing Product• Price skimming• Competitive Pricing• Psychological Pricing

2. Place

1.Distribution Channels2.Outlet location

3 .Promotion

Advertising

Publicity and public relations

Personal selling

Sales promotion

0 "If the circus is coming to town and you paint a sign saying "Circus Coming to the Fairground Saturday," that's advertising.

0 If you put the sign on the back of an elephant and walk it into town, that's promotion.

0 If the elephant walks through the mayor's flower bed, that's publicity.

0And if you get the mayor to laugh about it, that's public relations.

0 If the town's citizens go the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales."

5 M’s of Advertising

0 Mission 0 inform, persuade, remind, or reinforce

0 Message 0 distinctive value

0 Media 0 reach, frequency, impact

0 Measure 0 pre & post0 Hard for image ads

0 Money 0 pricing the media

Indicate the differences :D

4. Product

4. Product

Product Life Cycle

Core ProductAwareness

New features

Critical Role of

the Brand

Cutting & Repositioning

Stretching Break & Watch these!

Recession Logos

Recession Logos

Recession Logos

Recession Logos

Recession Logos

Recession Logos

Recession Logos

What is a brand?

0It's what you stand for, the promise you make, the personality you convey.

0It's the entire experience that your prospects & customers have with your company

Philip Kotler

• A brand is any label that carries meaning and associations.

• Don’t advertise the brand, live it. Ultimately the brand is built by your employees who deliver a positive experience to the customers. Did the brand experience live up to the brand promise? This is why companies must orchestrate the brand experience with the brand promise.

A Brand

0The Personality

0The Narrator

0The Experience

Importance?

1. Saves Time of Choice“A brand is a storehouse of trust that matters more & more as choices multiply. People want to simplify their lives” – Niall Fitzgerald

2. Brings your Position to Life

Responsibility towards environment

3. Brings Customer Loyalty

4. Does your Advertising

“Google actually relies on our users to help with our marketing. We have a very high percentage of our users who often tell others about our search engine.” – Sergey Brin

Brand Building

Internal marketing Positioning Long Term

Quality Communications Repositioning

More Branding0 Line Extensions

Pepsi Chipsy

0 Brand Extensions Coca Cola - Dasany Beity Chipsy DelightsThree Chefs

0 Brand Stretch Virgin- Daewoo - !!!

Look at Sony, P&G, Unilever

“It takes genius, faith & perseverance to create a brand” -

David Ogilvy

“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.”

“ All our Factories & Facilities could burn down tomorrow, but you’d hardly touch the value of the company” – Roberto Goizueta, CEO

“Our Company’s name & trademark are by far our most valuable assets”

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well”. – Jeff Bezos

Image, Emotional & Experiential Marketing

0Apple is the “Teenager”, IBM is the “Grandfather”0“Just do it”0“Impossible is nothing”0 “ “ -” ما أحلى عيش إيه؟ شايف

اللحظة ”فى0Disneyland0Planet Africa

Logos Mania& Thanks for listening ;)