THE CHANGING MARKETING LANDSCAPE

The Digital Age – Online & Social Media Marketing

Digital technology has changed everything – the way we share information,

Digital and Social Media Marketing – This involves the use of digital marketing tools such as websites,
social media, mobile apps and ads, online video etc to engage consumers everywhere and anytime via
their computers, smartphones and other digital devices.

Social Media Marketing – This provides digital homes where people connect and share important
information and moments in their lives. As a result of this, real-time marketing platform is created. To
work on real time marketing, a marketer needs to have a strategy that will be broken in real time
moments such as linking brands to important trending topics, real world events or other happenings in a
consumer’s life.

Mobile Marketing – This is the use of mobile channels to stimulate immediate buying thereby making
shopping easier and enriching the brand experience. This is important when dealing with promotion or
communication strategies. Sales promotion makes use of mobile marketing to stimulate immediate
buying.

Integrating Marketing Strategy is the ability to blend the new digital approaches with traditional
marketing to create a smoothly integrated marketing strategy.

THE CHANGING ECONOMIC ENVIRONMENT

In 1982, Holbrooke and Hinschman developed a study that believed that as consumers we were taking
irrational decisions when buying things. After studying consumer behavior, they discovered that an item
is bought because they need it for a particular thing but they changed the notion to believe that items
are bought not just for a particular reason but for pleasure, fun, feelings and emotional attachment.

Due to the great recession of 2008 to 2009, consumer started to act in line with the consumer’s income
and rethink their buying priorities.

THE GROWTH OF NON-PROFIT MARKETING

Non-profit marketing are done through fundraising efforts. This includes everything from public service
announcement, celebrity endorsement, corporate partnerships as well as an extensive online presence
to events

RAPID GLOBALIZATION

What is Global Marketing?

How does it differ from traditional marketing?

How do global competitors and forces affect our business?

To what extent should we “go global”?

DEFINITION OF MARKETING

Marketing is the process of engaging customers and building profitable customer relationships by
creating VALUE for customers and capturing value in return.

CUSTOMER NEEDS, WANTS AND DEMANDS

When studying customer’s behavior, you will need to take into consideration how the customer thinks,
feel and do.

Needs: these are basic human requirements such as food, air, shelter, clothes etc. these needs
automatically become wants. Needs are part of humans

Wants: these are directed to specific objects that might satisfy the needs. Wants are shaped by our
society.

Demands: these are wants for specific products backed by an ability to pay.

ANALYSING CONSUMER MARKETS

When analyzing the consumer behavior, we need to be aware of what they want and need and why they
need it.

The aim of marketing is to meet and satisfy our customers’ needs and wants better than competitors

CONSUMER BEHAVIOUR

consumer behavior is the discipline or science committed with the study of how individuals, groups or
organization select, buy, use and dispose of goods, services, ideas or experience to satisfy their needs
and wants.

HOW TO EXPLAIN CONSUMER BEHAVIOUR

You can explain consumer behaviors by knowing who buys, how do they buy, when do they buy, where
do they buy and why do they buy? These questions are known as the 5 key questions of a consumer
behavior.

Factors influencing consumer behavior

i. Cultural: the set of basic values, perception, wants and behaviours learned by a member of
the society
 ii. Social: the way individuals are grouped taking into consideration their similar values,
behavior, and interest.
iii. Personal: This comprises of occupation, age and stage, economic situation and lifestyle.
Lifestyle has to do with a person’s pattern of living as expressed in his or her psychographics.
Marketing deals with creating lifestyles.
iv. Psychological: This has to do with personality / self-concept. This is the unique psychological
characteristics that distinguishes a person or a group. This psychological factors includes:
a. Motivation i.e. your motive / drive
b. Perception i.e. the process by which people select, organize, and interpret information
to form a meaningful picture of the world. The perceptual processes are: selective
attention, selective distortion and selective retention.
c. Learning i.e. the experience and learning with it.
d. Beliefs i.e. your descriptive thoughts.
e. Attitudes i.e. evaluations, feelings, tendencies and preferences towards and object or
idea

BUYERS DECISION PROCESS

Model of consumer buying process

i. Problem recognition
ii. Information search
iii. Evaluation of alternatives
iv. Purchase decision
v. Post-purchase behavior

CONSUMER BEHAVIOUR MODEL

CHECK ON THE POWERPOINT SLIDE

8th November 2023

UNDERSTANDING THE MARKETPLACE

This is a critical aspect of marketing management because we need to know the forces outside
marketing that affects marketing management’s ability to build and maintain relationship.

The Marketing Environment

There are 3 main levels:

i. Internal environment: focuses on the company itself. This includes the financial resources,
employees, brand awareness, clients etc.
ii. External Environment: focuses on the things happening outside the company. This includes
Micro marketing environment: This has to do with the factors or the actors close to the
company that affect its ability to serve its customers. Here you have to understand the
consumers, stakeholders and the suppliers. The stakeholders also includes the competitors
that is other companies selling similar products.
 Macro Marketing Environment i.e. factors that influence your activities such as PESTEL
Factors which are the political factors, environmental factors, socio-cultural factors,
technological factors, economic factors as well as legal factors. Public health was included in
the macro market environment as a result of the outbreak of COVID-19.

Environmental Sustainability

This is an area that impacts our decisions as consumers. Brands needs to be aware of how the
consumers are sensitive to environmental sustainability activities, environmentally oriented practices
etc.

 COVID-19 pandemic represents one of the most significant environmental changes in the
modern market history and this has a profound impact on CSR (Corporate social responsibility),
consumer ethics and marketing philosophy. (harris & He, 2020)

Impact of COVID-19 Pandemic

i. Consumer’s Decision Making: this is driven by self-interest and emotions, guided by fear, anger and
anxiety.

ii. Rationing and designation of opening and closing hours of workplaces for key workers and seniors.

iii. Altruistic Behaviours

Impact of COVID-19 in the context of Marketing

i. It impacted the global supply chains

ii. Restaurants with fine dinning
iii. Fast food home delivery became more invoke

DESIGNING CUSTOMER DRIVEN MARKET STRATEGY

First – Analyse the consumers and the environment

Second – Take decisions / strategies

Third – Implement

Fourth – Evaluate

Main Marketing Strategies needed to design a marketing strategy are the STP MODULE

Segmentation: this means dividing the market into meaningful customer groups. To be a segment, we
must ensure that each segment consist of people that share the same characteristics and needs; and
each segments must be distinct from the other.

A Market Segment is a group of consumers who respond in a similar way to a given set of marketing
efforts.

Targeting: this means choosing the customer group to serve as your potential market
Positioning: this is related with the concept of who you are, that you want to put in your target minds

Differentiation: this phase is in-between targeting and positioning. This differentiate your offer between
your brand and competitors for the consumer

CRITERIAS / VARIABLES TO SEGMENT A MARKET

There are 4 segmentation variable:

1. Geographic Variable: This includes nations, regions, states, countries, population density, climate etc.

2. Demographic Variable: this includes criteria’s like age, gender, income, occupation, education etc.

3. Psychographic: This is the most critical to design market segment and at the same time are the most
difficult to implement. This includes social class, lifestyle, personality etc.

4. Behavioral Variable: This includes criteria’s like occasions, benefits, users’ status, loyalty status etc.

Requirements for Effective Segmentation

a. Measurable i.e. the size, purchasing power and profile can be measured.
b. Accessible i.e. the market should be effectively reached and served.
c. Substantial in terms of profit i.e. profitable enough to serve
d. Differentiable: i.e. ensure that the segments are different from one another and justified to
meet with the demands of the various segment
e. Actionable: i.e. designing effective programs for attracting and serving the segments.

Market Target / Marketing Target Strategies

This talks about the customers the company will serve

i. Full market coverage :

ii. Multiple segment

Value proposition: This is a successful creation of a customer-focus that gives reasons why the target
market should buy the product. It helps create differentiated value for targeted segments and what
positions it wants to occupy in those segments.

Continue reading from PAGE 113 OF THE SLIDE

15th November 2023

BUILDING STRONG BRANDS

Brands are symbolic representations of product.

According to AMA’s dictionary, A brand is seen as a name, term, design or symbol that identifies one
seller’s goods or services as distinct from those of other sellers.

Definition of a Brand taking into consideration the customers experience

A brand is a customer experience and the collection of images, ideas, colors etc.

Brand Management has the responsibility of managing all the elements that makes a brand identity.

DIMENSIONS OF A BRAND

1. Functional, rational or tangible Dimension: This is related to product performance of the brand.
2. Symbolic, emotional and intangible Dimension: This is related to what the brand represents or
means in a more abstract sense.

ROLES OF BRANDS

Customer Perspective

1. Allows us to assign responsibilities.

2. It helps us identify the source / maker of a product
3. Easy decision making process
4. It helps consumers to reduce financial, social and psychological risk

Firms Perspective

1. Legal protection for unique features of the products

2. A set of signals that represent a certain level of quality
3. Impacts on loyalty
4. Creates barriers for competitors
5. Willingness to pay more by customers when perceived to be of higher value
6. Provides competitive advantage
7. Organizes inventory and accounting records

STRATEGIC BRAND MANAGEMENT PROCESS: Tis includes a set of steps that are not conceptual; they
are:

1. Brand proposition and value: This describes how to guide our marketing to maximize
competitive advantage
2. Brand marketing programs: This brand elements includes designs, names, URLs, logos etc,
everything that makes your brand outstanding is carried out in this process. Marketing activities
ie. Price, promotion, products and place is also performed here. The brand endorsement,
corporate branding is also carried out in the planning and implementation program stage.
3. Brand performance: This has to do with set of research procedures designed to provide timely,
accurate and actionable information to support strategic decisions.
 4. Brand equity: This is about evaluating the value of your brand compared to other brands

BRAND IDENTITY: This is the uniqueness and essential ideas of the brand that the brand strategiest
aspires to create or maintain. This is a step of decisions that will integrate visual and verbal elements of
the brand.

DIMENSIONS OF BRAND IDENTITY

Following David Aaker proposal, brand identity can be expressed through four (4) dimensions:

1. Brand as a product
2. Brand as a symbol
3. Brand as an organization
4. Brand as a person

BRAND ELEMENTS: This must follow some elements;

a. Memorability i.e. elements that needs to be easy to focus and remember

b. Meaningfulness
c. Aesthetic appeal
d. Transferability
e. Flexibility
f. Legally protected.

These brand elements are drivers for:

a. Brand awareness
b. Unique and distinctive brand associations
c. Favourable attitudes
d. Positive feelings

And these elements are indicators that you can use to measure a brand equity.

BRAND EQUITY

According to Kevin K.L (1993), The value of the brand is represented by the value a consumer
attach to the brand

Brands manifest their impact at three primary levels;

i. Customer market: Here, the equity of the brand is measured from the customers point of
view. It shows how the brand is represented in the customer’s mind.
ii. Company market
iii. Financial market

Brand Resonance Model: It refers to the extent a person feels that he or she is in sync with the brand.

READ MORE ON BRAND RESONANCE MODEL FROM PAGE 27 – 30

22nd November, 2023

BUILDING CUSTOMER VALUE: PRODUCT STRATEGY

READ UP PAGE 34 TO 45

Organization Marketing consists of activities undertaken to create and change the attitude or behavior
of targeted consumers towards the organization.

Person Marketing consists of activities undertaken to create and change the attitude or behavior
towards particular people.

Place / Destination / City Marketing consist of activities that focuses on a special product i.e. particular
places such as cities, states, regions etc. to attract tourists

Social Marketing consists of using traditional business marketing concepts and tools to encourage
behaviours that will create individual and societal well-being.

SPECIFIC DECISIONS

Product Mix is a set of all product lines and items that a particular seller offers for sale.

Product Line is a group of products that are closely related because they function in a similar manner,
sold to the same customer group, marketed through the same type of outlet or fall within given price
ranges.

Developing new product: has to do with product improvements, product modifications and new brands
through the firm’s own product development efforts. This is renovating existing products but still cost
effective for the customer.

STAGES OF DEVELOPING NEW BRANDS / PRODUCTS OR PRODUCT MODIFICATION OR IMPROVEMENT

1. Idea generation – this comes from a process of active listening to customers demands.
2. Idea screening – choosing the best ideas from the ideas collected in previous stages. Here,
everyone in the company is involved, including questionnaries / market curvey
3. Concept development: description of the idea of the product from the customers perspective
regarding the benefit they are looking for.
4. Marketing strategy development
5. Business analysis - i.e. financial and challenges
6. Product development prototype – Developing a first draft of your product in real. a test of the
product within a chosen customer or geographical area.
7. Test Marketing: a test of the prototype in a real situation e.g. in the restaurant testing the
product to enable you evaluate the type of impression the testers will share on social media
with regards to the product.
8. Commercialization – sending to various markets as it has been accepted and valued by the
customers.
PRODUCT LIFE-CYCLE (PLC)

There are 4 basic phase of Product life cycle;

1. Introduction

2. Growth

3. Maturity

4. Decline

At the BREAK EVEN POINT, it is advisable for brands to introduce new products to continue staying
relevant. It is also the most challenging phase for marketers (Break Even Point).

CHARACTERISTICS, OBJECTIVES AND STRATEGIES OF PRODUCT LIFE CYCLE

READ UP ON PAGE 59

29th November, 2023

PLACE: Looking at the market from a holistic perspective. It’s about the value chain & supply chain that
is willing to take the product from the factory to the final consumer.

Marketing Channels are interdependent organizations participating in the process of making a product
or service available for use or consumption

Members of the Marketing Channels perform the following FUNCTIONS:

i. Information: gather and distribute information about consumer behavior in each country
where this brand is selling.
ii. Promotion: Developing and spreading persuasive communication about an offer. This
usually arise from an agreement with the brand owner.
iii. Contact: Direct contact with customers makes them closer to the brand.
iv. Matching: Redefining and repositioning offers to meet the customers need.
v. Negotiation: Reaching an agreement or terms in relation to price so that ownership /
possession of product can be transferred.
vi. Physical Distribution: Transporting and storage of goods
vii. Financing: Ability to acquire and use funds to cover cost of the channel work.
viii. Risk Taking: Assumes the risk of carrying out the channel work.

CHANNELS OF MARKETING (CONSUMER MARKETING)

I. Channel 1: This is a channel of marketing that is directly connected to the consumer. I.e.
from the producer and directly to the consumer.
 II. Channel 2: This is a channel of marking that deals with the retailer before getting to the
consumer.
III. Channel 3: This is a channel of marketing that deals with the wholesaler to the retailer
before getting to the consumer.

RETAILERS

Involves activities of those who are involved in the activities of selling goods and services directly to the
final consumer.

TYPES OF RETAILER STORES

1. Specialty Store
2. Department Store
3. Supermarket
4. Convenience stores
5. Discount Stores
6. Off-price retailers
7. Superstores

WHOLESALERS

Involves activities in selling goods and services to those buying for resale or business use.

CHANNEL INTEGRATION AND SYSTEMS: This is when 2 or more unrelated companies put together
resources or programs to exploit an emerging marketing opportunity.

E-COMMERCE MARKETING PRACTICES

E-commerce uses a Web site to transact or facilitate the sale of products and services online. Online
retailers can provide convenient, informative, and personalized experiences for vastly different types of
consumers and businesses.

TOPOLOGIES OF E-COMMERCE COMPANIES

1. Pure-click companies: They do not have physical stores i.e. launches websites without any
previous existence as a firm. E.g. Amazon
2. Brick-and-click Companies: They have existing companies that have added an online site for
information or E-Commerce.

Presently, we have a combination of both topologies which is known as PHYGITAL COMPANIES i.e. a
combination of both Physical and Digital Stores.

E-COMMERCE SUCCESS FACTORS

I. pleasurable experiences
II. social interaction
 III. personal consultation with a company representative

The benefit of the above is that it leads to Low Conversion Rate

M-COMMERCE MARKETING: This is when consumers increasingly use a cell phone to text a friend or
relative about a product while shopping.

6TH DECEMBER, 2023

PROMOTION / MARKETING COMMUNICATION MIX

Marketing Communication Mix is the specific blend of promotion tools that the company uses to
persuasively communicate customer value and build customer relationships.

Types / Ways of Promoting

i. ADVERTISING: It’s a paid form of non-personal presentation and promotion of ideas.

MAJOR DECISIONS AROUND DESIGNING ADVERTISEMENT
i. OBJECTIVES: we have Cognitive OBJ (related with brand awareness), Affective OBJ (related
with feelings to create emotional relationship with the brand), Behaviour OBJ (related to
Actions i.e. intentions to buy, rebuy, recommend or say positive things about the brands)
ii. BUDGET DECISIONS: i.e. taking an affordable approach, setting a percentage of sales for
advertising, setting a competitive parity and set a task, keeping in mind the objectives and
actions to be employed to achieve the objective.
iii. MEDIA DECISIONS: i.e. the best channel to ensure that your message will reach the
target audience.
iv. MESSAGE DECISIONS: i.e. the message strategy and the message execution
v. EVALUATION: i.e. evaluating the impact, sales and profit and the returns on advertising.
OBJECTIVES OF ADVERTISING
Informative Advertising Characteristics
Communicating customer value, building a brand and company image, correcting false
impression, informing the market of a price change, telling the market about new product,
explaining how a product works etc.
Persuasive Advertising Characteristics
Building brand preference, creating customer engagement, changing customers perception
of product values, building brand community, encouraging switching a brand etc.
Reminder Advertising
Maintaining customers relation, reminding customers where to buy the product, reminding
customers that the products might be needed in the near future etc.

ii. PUBLIC RELATIONS: Building good relationship with the company’s suppliers, client,
community and the public at large.
FUNCTIONS OF PUBLIC RELATIONS PERSONNEL
i. Press relations or press agency: Creating and placing newsworthy information in the
news media to attract attention to a person, product, or service.
ii. Product and brand publicity: Publicizing specific products and brands.
 iii. Public affairs: Building and maintaining national or local community relationships.
iv. Lobbying: Building and maintaining relationships with legislators and government
officials to influence legislation and regulation.
v. Investor relations: Maintaining relationships with shareholders and others in the
financial community.
vi. Development: Working with donors or members of non-profit organizations to gain
financial or volunteer support.

MAIN PUBLIC RELATIONS TOOLS

i. News
ii. Special Events
iii. Public Service Activities

MATERIALS FOR PUBLIC RELATIONS TOOLS

Written materials (audit, annual reports, brochures), Audio-visual materials, corporate
identity materials (logos, business cards, stationaries etc).
iii. Personal Selling: This is connected with a company’s sales force. It’s a team of people
specialized in engaging in sales for the purpose of engaging customers and building
customers relationship.
iv. Sales Promotion: i.e. short-term incentives to encourage the purchase and sales of a
product or service.
REASON FOR SALES PROMOTION RAPID GROWTH
i. More competition
ii. Less differentiation
iii. Pressure on the product manager to increase sales
iv. Advertising efficiency is declined
v. Consumers are more deal-oriented

SALES PROMOTION TOOLS: This includes Gift to consumers, samples, coupons, price packs,
cash refunds, premiums, Point-of-purchase (POP) promotion etc.

v. Direct Marketing: i.e. engaging carefully with targeted individual customers and customer
communities to obtain immediate response and to build lasting customer relationship.
FORMS OF DIRECT AND DIGITAL MARKETING
Digital and Social Media Marketing: i.e. online marketing, social media marketing and
mobile marketing
BENEFITS OF DIRECT AND DIGITAL MARKETING
FOR BUYER
i. Convenient, easy and private
ii. Brand engagement and community
iii. Buyers can interact directly with sellers

FOR SELLERS
i. Greater flexibility
ii. Real time marketing that links brands to important moments and trending evebnts
in customer’s lives
 iii. Low cost, efficient and speedy alternative for reaching their markets

Content Marketing Manager: This is someone that is not specialized in advertising or promotion but
someone that concerned with designing marketing messages that can be used across different channels.

Integrated Marketing Communications means coordinating our channels with the objective of
delivering the same message about your product / organization.

HOW TO DEVELOP EFFECTIVE MARKETING COMMUNICATIONS

1. Understand the basis communication process

2. Identify the target audience i.e. the 4W+1H (what will be said ▪ when it will be said ▪ where it
will be said ▪ Who will say it. ▪ how it will be said)
3. Determine the communication objectives which is based on the desired response. This helps
us to know where the target audience now stands and to what stage it needs to be moved; such
as Awareness: Knowing the brand, Knowledge: Giving the consumer knowledge of what makes
your brand / product different; Liking: the emotional relationship between the brand and the
customer; Preference: i.e. making a choice between two different brands; Purchase: Deciding to
go for your most preferred brand
4. Design a message using AIDA Model (Attention, Interest, Desire, Action). This model guides us
to define the message content and the message structure/format
Attention: Getting the target market attention to capture them towards the brand
Interest: Stimulating the interest of the target market after getting their attention towards the
brand
Desire: The consumers liking to the product
Action: Related with behavior of the consumer with regards to your brand

Message Content: APPEALS are techniques to generate a desired response

TYPES

1. Rational Appeals: these are related with

2. Emotional Appeals
3. Moral Appeals

Message Structure: Two sided message can enhance an advertiser’s credibility and make buyers more
resistant to competitor attacks.

Message Format: In promotion, when designing a message, Pay attention to the following when
creating Ads / sending a message;

▪ novelty and contrast

▪ eye-catching pictures and headlines

▪ distinctive formats

▪ message size and position

▪ colour, shape, and movement

5. Choose the communication channels and Media: Communication can be in two forms;
a. Personal i.e. channels through which two or more people
b. his now includes word-of-mouth influence, opinion leaders, buzz marketing etc
c. Non-personal i.e. channels / medias that carry messages without personal contact or
feedback, including major media, atmospheres, and events
6. Select the message source: i.e. looking for people that are popular to talk about the brand e.g.
sourcing a doctor to talk about the benefits of using Colgate toothpaste.
7. Collect Feedback