Marketing Plan, Strategies,

Distribution and Channels

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 What is Marketing?
• Marketing deals with identifying &
meeting human and social needs.
• Marketing is “an organizational
function and a set of processes for
creating, communicating & delivering
value for customers & for managing
relationships in ways that benefit the
organizations & its stake
holders.” (American Marketing
Association)

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 What is Marketing?
• Marketing Management: the art &
science of choosing target
markets & getting, keeping &
growing customers through
creating, delivering, &
communicating superior
customer value.
• Marketing is a societal process by
which individuals & groups obtain
what they need and want
through creating, offering &
freely exchanging
products/services of value with
others.
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 What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas

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 Marketers & Prospects

• A marketer: Someone seeking a response

(attention,a purchase,vote,donation) from
another party call the prospect.

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 8 Demand States
• Negative Demand: Consumers
dislike the product & may pay a
price to avoid it.
• Non-existent Demand:
Consumers are unaware or
uninterested in the product.
• Latent Demand: Consumers
share a strong need that cannot
be satisfied by an existing
product.
• Declining Demand:Consumers
begin to buy the product less
frequently.
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 8 Demand States
• Irregular Demand: Consumer
purchases vary on a seasonal,
monthly, weekly, daily or evenhourly
basis.
• Full Demand: Consumers are
adequately buying all products put in
the market place.
• Overfull Demand: More consumers
would like to buy the product that
can be satisfied.
• Unwholesome demand: Consumers
may be attracted to products that
have undesirable social consequences.

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 Resources Resources
Resource
Money Markets Money

Taxes, Services,
Goods Money

Services,
Money Taxes
Manufacture Government Consumer
Markets Markets Markets
Taxes, Services
Goods

Services, Taxes,
Money Goods

Money Money
Intermediary
Goods & Services Markets Goods & Services

Structure of Flows in a Modern Exchange Economy

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Marketers use the term market to cover various
groupings of customers.

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 Types of Markets
• Consumer Markets
• Business Markets
• Global Markets
• Non-Profit & Governmental
Markets

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 Marketing Practices
• Marketing planning process
involves 5 steps:
• Analyzing marketing
opportunities
• Selecting target markets
• Designing marketing
strategies
• Developing market
programs.
• Managing the marketing
effort - Execution
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Integrated Marketing Approach:5 Ps of Marketing

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 Promotion: Common Platforms
Sales Events/ Public Relations Personal Direct
Advertising Promotion Experiences & Publicity Selling Marketing

Print & Broadcast

Ads, Contests, games,
Packaging-outers, sweepstakes, Press Kits,
Packaging inserts, lotteries, Speeches,
Motion Pictures, Premium & gifts, Seminars,
Brochures & Samples, Annual Reports,
Booklets Fairs & trade shows, Sports, Charitable Catalogs,
Posters & leaflets, Exhibits, Entertainment, Donations, Sales presentations, Mailings,
Directories Demonstrations, Festivals, Sponsorships, Sales meetings, Tele-marketing,
Reprint of Ads, Coupons, Arts, Publications, Incentive programs, Electronic Shopping,
Billboards, Rebates Courses, Community Samples, TV shopping,
Display Signs, Low-interest Factory Tours, Relations, Fairs and Trade Fax-mail
Point of purchase financing, Company Museums, Lobbying, Shows Email
displays, Entertainment, Street Activities Identity Media Voice mail
Audiovisual Trade-in allowances, Company Magazine
materials, Continuity or newsletters
Symbols and logos Programs,
Videotapes, CD, Tie-ins
DVDs

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 Place
• Distribution Channel Customer

• Integration based on Merger

&Acquisition:
Retailer/
• Manufacturer acquires Dealer
Wholesaler (Forward
Integration)
• Wholesaler acquires Wholesaler/
Distributor
Manufacturer (Backward
Integration)
• Retailer buys over another Manufacturer/
Retailer (Parallel
Integration) Sole Importer

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 Packaging

• Physical Presentation
• Value Added Qualities
• Bundled Package
(Product with
Service)
• One Stop Services

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 SWOT Analysis

• Strength,Weaknesses,
Opportunities and
Threats (SWOT)
• Involves monitoring
the external and
internal marketing
environment.

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Strength/Weaknesses
Features to measure performance or
Functionality importance

Company reputation, Market Share, Customer Satisfaction,

Marketing Customer Retention, Product or Service Quality, Pricing
Effectiveness, Distribution Effectiveness, Promotion
Effectiveness, Sales Force Effectiveness,Innovation Effectiveness,
Geographical Coverage.

Finance
Cost & Availability of Capital, Cash Flow, Financial Stability.

Manufacturing Facilities, Economics of Scale, Capacity,Able & Dedicated

Workforce,Ability to produce on time,Technical manufacturing
skill.

Organization
Visionary & capable leadership, Dedicated Employees,
Entrepreneurial Orientation, Flexible or Responsive.

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 Opportunity/Threat
• A marketing opportunity is an area
of buyer need & interest in which
there is a high probability that a
company can profitably satisfy that
need.
• Three main sources of market
opportunities:
• Supply something that is in
demand.
• Supplying product or service in a
new or superior way.
• Totally new product that bring
about a new consumer behavior
or impact.

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 Opportunities
• A company may benefit from converging
industry trends & introduce hybrid
products or services that are new to the
market.
• A company may make a buying process
more convenient or efficient.
• A company can meet the need for more
information or advice.
• A company can customize a product or
service that was formerly offered in a
standard form.
• A company can introduce a new capability.
• A company may be able to deliver a
product or service faster.
• A company may be able to offer a product
at a much lower price.
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 Marketing Channels
• Marketing Channels are sets
of interdependent
organizations involved in the
process of marketing a
product or service available
for consumption and use.
• Set of pathways which
follows after production,
culminating in purchase &
use by the final user.

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 Push/Pull Strategy
• A push strategy involves the manufacturer using
its sales force & trade promotion money to
induce intermediaries to carry, promote & sell the
product to the end-user.
• A pull strategy involves the manufacturer using
advertising to induce consumers to ask
intermediaries for the product and is appropriate
when there is high brand loyalty & involvement in
the category when people perceive differences
between brands.

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 What is branding?
• A brand is the symbolic embodiment of all information encoded
with a product or service.
• Branding is the process by which a company, product or image
becomes synonymous with a set of values, aspirations or states.

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Brands in the World

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 Key Elements in Brands

Experiential Visual

Functional Brand Cultural

Emotional Rational

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 Principles of Influence for Marketing/Sales

• Aristotle (Rhetoric)
• Logos (Logic)
• Pathos (Emotion)
• Ethos (Ethics)

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R. Cialdini - 6 Rules of Influence

1. Reciprocation
2. Commitment
3.Consistency
4. Authority,
5. Social Proof,
6. Liking & Scarcity
 Reciprocation
• People generally feel obliged to return favours
to them.

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 Commitment & Consistency
•People have a general desire to appear consistent in
their behavior.
•Strong desire to commitments by providing reasons to
justify them.

In one study a clinic reduced missed appointments by asking patients to write

down their appointment details on a card, rather than having staff do it for
them. Missed appointments dropped 18 percent because patients made a
commitment to coming back.

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 Social Proof
• People generally look to other people similar
to themselves in making decisions.

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 Liking
• People are more likely agree to brands which
they like:
• Physical Attractiveness
• Common goals

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 Authority
• People act in an automated fashion to commands
from authority, particularly to leading brands.

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 Scarcity
• People tend to want brands as they become
less available.

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What is social media?

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Why Startups need Social Media

• Getting the attention of the

mainstream media.
• Budget constraints and not
able to afford big marketing
budgets.
• Advertising and Marketing
purposes.
• Crisis management given no
PR channels

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 Social Media Tools
• Blogs - Blogger/Wordpress/Tumblr/
Posterous
• Rich Media Sharing - Flickr,YouTube,
Vimeo, PhotoBucket, Picasa, Phlook,
Todou.
• Social Networks - Facebook,
Linkedin, Ning,CyWorld
• MicroBlogging -Twitter, Plurk,
Yammer
• Aggregators - Digg,StumbleUpon
• Online Forums - HardwareZone
(HWZ),Comsenz
• Mobile: FourSquare,Gowalla
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Social Technographics Ladder

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How to measure ROI for marketing for Facebook
Source: Ogilvy 360“Facebook For Businesses”

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