Marketing Essentials

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 Running order
What is Successful marketing?
Whys marketing ?
Selling & Marketing
Marketing philosophies
The Marketing Mix - 4 Ps
SBU Analysis
Marketing Plan

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 Definition of Marketing
Marketing is the process of planning and
executing the conception, pricing,
promotion, and distribution of ideas,
goods, and services to create exchanges
that satisfy individual and organizational
goals.

American Marketing Association

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Successful marketing requires:

POISE
Profitable
Offensive (rather than defensive)
Integrated
Strategic (is future orientated)
Effective (gets results)
Hugh Davidson 1972
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Why Marketing?

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 Why Marketing?

1. Maintain your Existing Customer

Loyalty and buy more of your products

2. Attract New customers by promising

superior value

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 Running order
What is Successful marketing?
Whys marketing ?
Selling & Marketing
Marketing philosophies
The Marketing Mix - 4 Ps
SBU Analysis
Marketing Plan

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 *Marketing Philosophies
1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal or Social Marketing Concept

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 1. Production Concept

Mass production
Lower prices
Example: Fords Model T

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 Production Concept

Assumption :
consumers will buy it if its cheap
Makes sense when little differentiation is
demanded
Makes sense for price sensitive segments
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 2.Product Concept
Customers want bells and whistles and
will pay
May result in unwanted products
e.g. Egyptian Textile
May make sense for some segments
Some segments and markets are novelty-
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 3.Selling Concept

Company relies on sales talent

Makes more sense when new products
benefits are hard to understood
More likely when salespeople feel they
have one opportunity

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 5.Societal
(Social) Marketing Concept

Deliver consumers desired

satisfactions effectively and efficiently
AND serve societal well-being

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Societal (social) Marketing
Concept
Four considerations
consumer needs and wants
consumer best interests
profit
societys best interest

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Societal (social) Marketing
Concept
Any problems with this?

Are businesses qualified to determine

what is good for society?
Doing social good works can make it
more difficult to be profitable
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 Running order
What is Successful marketing?
Whys marketing ?
Selling & Marketing
Marketing philosophies
The Marketing Mix - 4 Ps
SBU Analysis
Marketing Plan

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Marketing
Mix

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 The Four Ps of
Marketing

Product

Place

Price

Promotion
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 Product Types
1. Goods
2. Services
3. Ideas
4. Experiences
5. Organizations
6. Activities
7. Persons
8. Places
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 The Product Life Cycle and Related Decisions

STAGES
Introduction Growth Maturity Decline

Sales
Volume

Should the Should the

product be Should the product strategy product be
introduced be changed deleted
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 Place
Your home

Your place of work

Phone

Internet

Any other Distribution Channel

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 Price

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 Pricing Strategy

Several factors to consider

including:

Cost
Customer Perception
Market Forces
Competitor Products
Positioning

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Other pricing strategies

5. Psychological
6. Product line
7. Varieties ( seasonal )
8. Optional
9. Captive
10. Promotional

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Promotion

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 Communication Channels
Newspapers Personal Selling
Direct Mail Flyers
Radio Individual Referral
Television E-mail
Telephone Internet
Posters
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 Setting the Promotion Mix

Reach Many Buyers, Repeat Message

Advertising Many Times, Impersonal, Expensive

Personal Personal Interaction, Relationship

Selling Building, Most Expensive Promo Tool

Sales Wide Assortment of Tools, Rewards

Promotion Quick Response, Efforts Short-Lived

Public Very Believable, Dramatize a Company

Relations or Product, Underutilized

Direct Nonpublic, Immediate, Customized,

Marketing Interactive

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 Factors in Setting Promotion Mix

Strategy
Selected
Strategy that Depends Strategy that
Calls for on: Calls for Using
Spending A Lot the Salesforce
Type of
on Advertising and Trade
Product-
and Consumer Promotion to
Market &
Promotion to Push the
Build Up (Pull) Product Product Through
Consumer Life-Cycle the Channels.
Demand. Stage

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 Running order
What is Successful marketing?
Whys marketing ?
Selling & Marketing
Marketing philosophies
The Marketing Mix - 4 Ps
SBU Analysis
Marketing Plan

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SBU Analysis

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 Analyzing Current Strategic
Business Unit ( SBU)

1. BCG Growth-Share Matrix

2. Ansoffs Product/Market Expansion Grid

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BCG

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Problems with BCG

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 Customer Identification

Who they are

Socio-Demographic
Where they are
Geographic
What they buy
When they buy
Why they buy
Criteria for buying
Need vs want
How often they buy
How many they buy
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 Segmentation

Customer Characteristics
Geographic
Sex
Age
Lifestyle
Occupation
Product related
Frequency of usage
Benefits required
Price sensitivity
Brand Loyalty
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 Targeting

1. Differentiated Targeting

2. Focus ( concentrated ) Targeting

3. Undifferentiated Targeting
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 Positioning

Should always be
conducted from the
customers perspective

Uses 2 qualities which are

important to your
customers

Identifies where your

product/service offering
stands in comparison to
your competitors

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 Positioning

1. Competitive Advantage

2. USP ( Unique Selling Proposition )

3. Positioning Statement
one tag line tell your customer by your usp

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Pharmaceutical positioning
1. The type of condition for which the product
will be prescribed.
2. The type of patients for whom the product
will be considered suitable
3. The products with which it will compete
most closely
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 Running order
What is Successful marketing?
Whys marketing ?
Selling & Marketing
Marketing philosophies
The Marketing Mix - 4 Ps
SBU Analysis
Marketing Plan

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Marketing Plan

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 The contents and structure of
the marketing plan

The executive summary

table of contents
situational analysis and target market
marketing objectives
marketing strategies
marketing tactics
schedules and budgets
financial data and control

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 Standard Planning
Framework

Analysis - where are we now?

Objectives - where do we want to be?
Strategies - which way is best?
Tactics - how do we ensure arrival?
Control - are we on the right track?

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 Situation Analysis

PEST Analysis

Political
Economic
Socio-cultural
Technological

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SWOT Analysis

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 Marketing Objective

Examples
1. To increase the product range
2. To enter a new amrket segment
3. To increase sales/revenue
4. To increase brand loyalty
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 Marketing Strategies &
Tactics :
Strategy Tactics
3+years plan One year plan
Broad Focus Narrow focus
Concerned with Concerned with
position in market, detailed schedules
objectives, resources and costs, actions
needed for one year
Ex: Brand Position plan
Ex: Choice for
advertising media
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Schedule and Budget

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 Thank you

Khaled Elsaid Elashry

APEX PHARMA Co.
+20102540866
deadrabbit406@gmail.com

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