TOPIC: THE IMPORTANCE OF MARKETING

TOPIC: MARKET ORIENTED STRATEGIC

PLANNING

The heart of your business success lies in

its Marketing.

Market oriented strategic planning is the

managerial process of developing & maintaining a
viable fit between an organization objectives/ skills/
resources and its changing market opportunities.
Aim: Shape/ Reshape companies business &
products so that they yield targeted profits and
growths.

Successful marketing builds demand for

products and services through advertising
or The Internet which in turn creates jobs.
Marketing has helped introduce and gain
acceptance of new products that have
eased peoples lives.
Marketers innovate products to improve
their position in the marketplace.
Marketers must decide what features to
design into a new product or service, what prices to
set, where to sell products or offer services, and
how much to spend on advertising, sales the
Internet, or mobile marketing.
Marketers must make decisions in an
Internet-fueled environment where consumers,
competition, technology and economic forces
change rapidly.
Finance, operations, accounting and other
business functions wont really matter without
sufficient demand for products and services so the
firm can make a profit. Marketing is playing a key
role in addressing those challenges. In other words,
there must be a top line for there to be a bottom
line.
Marketing has helped introduce and gain
acceptance of new products that have eased or
enriched peoples lives. It can inspire existing
products as marketers innovate to improve their
position in marketplace. Successful marketing
builds demand for products and services which in
turn creates jobs.
Marketers must decide what features to
design into a new product or service, what prices to
set, where to sell products or offer services, and
how much to spend on advertising, sales the
Internet, or mobile marketing. They must make
those decisions in an Internet-fueled environment
where consumers, competition, technology and
economic forces change rapidly.

Strategic Planning has Action Areas:

Managing companies business as an investment
portfolio.
Assessing each business activity by considering
markets growth rate & companies position & fit in
that market.
Developing a strategy (game plan) to achieve
long run objectives.
Strategic Planning takes into account that large
organizations consist of four organizational levels.

Corporate level.
Divisional level.
Business unit level.
Product level.

Corporate HQ creates strategic plan to

guide the whole enterprise to a profitable future.
Each division creates a divisional plan
covering the allocation of funds to each business
unit within division.
Each business unit develop a business unit
strategic plan to carry that business to a profitable
future.
Each product level develops a marketing
plan to achieve its objective.
Marketing plan made up of Strategic Marketing
Plan and Tactical Marketing Plan.
Strategic Marketing Plan develops / outlines.

Broad marketing objective.

Strategy based on analysis of current

market situation and opportunities (based on STP).
Tactical Marketing Plan outlines specific marketing
plan. It may include

Advertising

Merchandising

Pricing

Distribution Channels (4 Ps of Marketing)

Product Variants

TOPIC: 7 KEY ELEMENTS OF MARKETING

PLAN
Here are the essential components of a marketing
plan that keeps the sales pipeline full.
1. Market research.
Research is the backbone of the marketing
plan. Identify consumer buying habits in the
industry, market size, market growth or decline, and
any current trends.
It has three kinds:
a. Primary Research (Qualitative and
Quantitative) research through
observation, behavioral search of
customers, survey, focus group and
experimental.
b. Secondary Research also called desk
research, the summary of existing
research.
Influence from Internet is increasing
demands of consumers are reflected not
only in the wide and valid range of general
internet researching applications but also in
online shopping researching.
2. Target market.
A well-designed target market description
identifies your most likely buyers. In addition, you
should discuss at least two or three levels of
segmentation.
Ways:
a. Geographic location, climate, religion
b. Demographic gender, age, wage,
career
c. Psychographic attitudes, lifestyles

d. Behavioral occasions, loyalty to a

product
3. Positioning.
What is the perception of your brand in the
marketplace? For example, if your restaurant sells
burgers, do customers see you as the place to go
for gluten-free or healthy options or the place to go
if youve got an appetite for a double
cheeseburger? The difference in how the target
market sees you is your positioning. Develop
compelling branding and marketing messages that
clearly communicate how you want to be perceived.
Positioning Process:
1. The position the brand wants consumers to
occupy should relate to the core benefits of
the product and the attributes that are
important to consumers in the target
market.
2. Analyze the environment and the
competitors products and how they are
perceived to consumers
SWOT Analysis
Strength- competitive advantages or core
competencies that give the organization an
advantage in meeting the needs of its customers.
Weakness- limitations a firm has in developing and
implementing a marketing strategy.
Opportunity- favorable conditions in the
environment that could yield rewards for an
organization.
Threat- conditions or barriers that may prevent the
organization from reaching its objectives.

3. Create a differentiated strategy that sets

your brand apart from competing product
and conforms to the needs of the market
4. Develop a marketing mix that effectively
cuts through the communication clutter and
conveys the messages clearly to the
market
Marketing Mix
4ps and 7ps of Marketing
-people

Your marketing strategy is your path to sales

goals. Ask yourself How will I find and attract my
most likely buyers? This is the core of what the
strategy should explain. It should look at the entire
marketplace and then break down specific tactics
including such as events, direct mail, email, social
media, content strategy, street teams, couponing,
webinars, seminars, partnerships, and other
activities that will help you gain access to
customers.
Marketing Mix:

4PS

4CS

PRODUCT

CONSUMER NEEDS &

WANTS

-power
PRICE

COST TO SATISFY

PLACE

CONVENIENCE

PROMOTION

COMMUNICATION

-physical
environment
-price
-product
-place
-promotion

5. Communicate a message that supports and

communicates the value based positioning
to the target market
Advertising and Communication

4. Competitive analysis
You need to know who your competitors are
and how your products and services are different.
What is the price point at which your competitors
are selling, and what segment of the market are
they aiming to reach? Knowing the ins and outs of
your competitors will help you better position your
business and stand out from the competition.

Growth
Strategies:
a. Horizontal
Integration
b. Vertical

Integration
6. Budget.
Develop a month-by-month schedule of what
you plan to spend on marketing. Also include a red
light decision point. For each activity, establish a
metric that tells you to stop if its not generating
sufficient return on investment (ROI).
7. Timeline
A timeline is a way of displaying a list of events
in chronological order, sometimes described as a
project artifact. It is typically a graphic
design showing a long bar labelled
with dates alongside itself and usually events
labelled on points where they would have
happened.

Analyzing Consumer Markets and Buyer

Behavior
Consumer Market- consists of purchasers and
individuals in their households who intend to
consume or benefit from the purchased products

5. Market strategy.

and who do not buy products for the main purpose

Network marketing offers equal opportunity to those

of making a profit.

who want to start and grow their own business.

Influencing Buyer Behavior in Consumer

c.) Lifestyle- is a persons pattern of living in the

Markets

world as expressed in activities, interests and

opinions. d.) Personality and self-concept - Each

1. CULTURAL FACTORS

person

a.) Culture and Sub-culture

has

personality

characteristics

that

influence his/her buying behavior. Personality is

Culture- is the fundamental determinant of

a person's wants and behavior.

Sub-cultureprovide
more

often described in terms of such traits as selfconfidence,

specific

identification and socialization for their

dominance,

autonomy,

difference,

sociability, defensiveness and adaptability.

4. PSYCHOLOGICAL FACTORS

members.
a.) Motivation
b.)

Social Class - how consumer perceive the

quality of their desired neighborhood and the status

states of tension such as hunger, thirst or

symbol that comes with a high-end development.

2. SOCIAL FACTORS
a. Reference Groups- consists of all the groups
that have a direct (face-to-face) or indirect influence
on the person's attitudes or behavior.

Biogenic- they arise from physiological

discomfort.
Psychogenic-

they

arise

from

psychological states of tension such as the

need for recognition, esteem, or belonging.
b.) Perception- is the process by which an

b. Family- The family is the most important

individual

selects,

organizes

and

interprets

consumer-buying organization in society, and family

information inputs to create a meaningful picture of

members constitute the most influential primary

the world.

reference group.

c.) Learning- involves changes in an individuals

c. Roles and statuses- A person participates in

behavior arising from experience. Learning theory

many groups family, clubs, and organizations.

teaches marketers that they can build up demand

The persons position in each group can be defined

for a product by associating it with strong drives,

in terms of roles and status.

using motivation cues and providing positive

reinforcement.

3. PERSONAL FACTORS
d.) Beliefs and attitudes- A belief is a descriptive
a.) Age and stage in life cycle- People buy
different goods and services over a lifetime.
b.) Occupation and economic circumstancesalso influences consumption patterns. Marketers try
to identify the occupational groups that have aboveaverage interest in their products and services.

thought that a person holds about something.

Peoples beliefs about a product or brand influence
their buying decision.

1. Personal sources- such as relatives

and friends whom the consumer
trusts.
2. Public sources- including various
product-rating organizations such as
Consumer Reports or government
agencies.
3. Marketer dominated sources-such
as information from the sellers that
include
advertising,
company
websites, salespeople and point- ofpurchase displays in store.
Evaluation of Available Alternatives
The evaluation of the available alternatives
whereby the buyer decides upon a set of criteria by
which to assess each alternatives.
Problem/Need Recognition:
The recognition of the particular problem or
need and here the buyer has a need to satisfy or a
problem that needs solving. This is the beginning of
the buyer decision process.
Maybe classify between:
Internal stimuli (physiological need felt by
the individual as hunger or thirst)
External stimuli such as exposure to an
advertisement
Search for Information
Buyers here begin to look around to find out
whats out there in terms of choice and they start to
work out what might be the best product or service
for solving the problem or satisfying any need.
Then the consumer will seek to make his
opinion to guide his choice and his decision-making
process:

The information search stage clarifies the

problem for the consumer by:
1. Suggesting criteria or points to consider
for the purchase
2. Providing brand names that might meet
the criteria
3. Developing consumer value perceptions
The process will then lead to following:
Evoked set or consideration set is the set
of brands or products with a probability of
being purchased by the consumer (because
he has a good image of it or the information
collected is positive).
Inept set is the set of brands or products
that have no chance of being purchased by
the shopper (because he has a negative
perception or has had a negative buying
experience with the product in the past).
Inert set is the set of brands or products for
which the consumer has no specific opinion.

Internal information:

Purchase Decision

This information is already present in

the consumers memory. It comes from
previous experiences he had with a product
or brand and the opinion he may have of the
brand.

In here we buy or select a product or

service or seller. Individuals or teams of buyers
make the final choice of what to buy and from
whom to buy.

External information:

Post-Purchase Evaluation
The consumers take action after purchase
based on their satisfaction or dissatisfaction.

EXAMPLE:
Stage 1 Need recognition: Its sunday night.
Youre hungry (internal physiological stimuli) and
there is nothing in the fridge. You will order food
(statement of need).
Stage 2 Information search: You already have
ordered to the Indian restaurant in your street last
month (internal information). A friend recommended
a pizzeria in your neighbourhood (external
information from environment). And this morning
youve found a flyer for a sushi restaurant in your
mailbox (external information from advertising).
Stage 3 Alternative evaluation: You have a bad
opinion of the Indian restaurant since youve been
sick the last time (inept set). The pizzeria is both
recommended by your friend and also happens to
be a well-known brand (positive perception
evoked set). As for the sushi restaurant, it got good
reviews on Tripadvisor (positive perception
evoked set).
Stage 4 Purchase decision: After evaluating the
possibilities, youve decided to choose the wellknown pizza delivery chain. In addition, a new
episode of your favorite TV show is broadcasted
tonight on TV.
Stage 5 Post-purchase behavior: The pizza
was good (positive review). But you know there
were too many calories and you regret a little bit
(mixed feelings about yourself). The next time you
will choose the sushi restaurant. There is less fat in
sushi than pizza (next purchase behavior)!
Who buys?
Initiator - The person who begins the process of
considering a purchase. Information may be
gathered by this person to help the decision.

User - The actual consumer or user of the product.

Emotional Advertising: How Brands Use
Feelings to Get People to Buy
Emotional branding- is a term used within
marketing communication that refers to the practice
of building brands that appeal directly to a
consumer's emotional state, needs and aspirations.
Ads that make people share and buy can
usually be summed up in one word: emotional.
That should be no surprise. Studies
show that people rely on emotions, rather than
information, to make brand decisions -- and that
emotional responses to ads are more influential on
a persons intent to buy than the content of an
advertisement.
Based on these four categories, lets look at how
brands are using emotions to drive connection and
awareness:
1) Happy - Brands want to be associated with
smiling, laughing, happy customers, and
positivity has

been

shown

to

increase

sharing and engagement.

2) Sad- brands have recognized the popularity
of emotional content; more and more
companies

have

focused

on

creating

inspirational and moving ads.

3) Afraid -fear creates urgency and prompts
us to take action; to change or more

Influencer - The person who attempts to persuade

others in the group concerning the outcome of the
decision.
Decider - The individual with the power and/or
financial authority to make the ultimate choice
regarding which product to buy, which could be
the father or the mother.
Buyer - The person who conducts the transaction.
The buyer calls the supplier, visits the store, makes
the payment and effects delivery.

importantly for this story, buy something that

will prevent terrible things from happening.
4) Angry/Disgusted- can wake people up
and spur action. We become angry when
we see another person hurt or an injustice.
Disgust and frustration can cause us
to reconsider

our

perspective

important questions.
BRAND EQUITY

and

ask

Marketers must not attend to the brand itself

but to consumers brand attitudes. So, how do
marketers

create

the

good

attitudes

of

consumers towards a product? One is providing

interesting

and

valuable

information

to

consumers. To do this, a marketer must be

concerned with brand equity.

2. Concentration-

if

market

is

being

concentrated, then the marketers have built

equity in their brands.
3. Demand Elasticity- consumers respond
enthusiastically to price reduction for having
high value for a brand.
4. Substitutability- if a consumer is highly
reluctant to switch to another brand, even if

Brand Equity concerns the value of the

brand to the marketer and to the consumer.

an inducement to do so is offered, then that

person perceives equity with the brand.

From a consumer perspective, brand equity

involves a strong, positive brand attitude based
on favorable meanings and beliefs that are
accessible in memory. The result of a positive
brand attitude is a favorable evaluation of the
brand that sticks in the mind of the consumer
for a long time. In short, brand equity refers to
the added value a brand name gives to a
product

beyond

the

functional

benefits

provided.

Brand Personality
It is a set of human characteristics that are
attributed
to
a brandname.
A brand
personality is something to which the consumer
can relate, and an effective brand will increase
its brand equity by having a consistent set of
traits.
The
brand
personality
gives consumers something with which they
can
relate,
effectively
increasing brand
awareness and popularity.

This value has two distinct advantages.

First, brand equity provides a competitive
advantage, such as the Sunkist label that
implies quality fruit and the Disney name that
defines

childrens

entertainment.

Second

advantage is that consumers are often willing to

pay a higher price for a product with brand
equity. Brand equity, in this instance, is
represented by the premium a consumer will
pay for one brand over another when the
functional benefits provided are identical.
How to Measure Brand Equity
1. Repeat Purchase Rate- the percentage of
people who bought your brand the last time
and will do so again.
Examples of Brand Personality
1. Purist

Dove
Purist personality: Julie Andrews
A purist brand champions values such as
wholesomeness, ethics, simplicity and purity.
Examples of purist brands are Dove, Disney and
Sesame Street.
2. Pioneer

Nike
Conqueror personality: Michael Jordan
Conqueror brands are those that are associated
with performance, resilience, steadfastness,
character and endurance. Good examples of
conqueror brands are Nike and Weight Watchers.
5. Rebel

Pioneer personality: Stephen Hawking

Pioneer brands champion values such as freedom,
adventure,
self-discovery,
self-reliance
and
ambition. Good examples of pioneer brands are
The Discovery Channel and Jeep.
3. Source

Harley Davidson
Rebel personality: Madonna
Rebel brands champion values such as
independence,
controversy,
freedom
and
nonconformity. For these brands, rules are meant
to be broken. Examples of rebel brands include
Harley Davidson, Red Bull and WWE (World
Wrestling Entertainment).
6. Wizard

Source personality: Dr Phil

Source
brands
embrace
knowledge
and
enlightenment. They champion values such as
truth, objectivity, education, discipline, clarity and
commitment. They are the brands that we look to
for information, advice and insights. Examples of
source brands include Bloomberg, eMarketer,
Forrester and Mckinsey.
4. Conqueror

Pixar
Wizard personality: Steve Jobs
Wizard brands specialise in taking the ordinary and
transforming it into the extraordinary. Wizard
brands champion values such as imagination,
surprise and curiosity. Good examples of wizard
brands are Apple and Pixar.

7. Straight Shooter
10. Protector

Easy Jet
Straight shooter personality: Simon Cowell
Straight shooter brands value authenticity (keeping
it real), honesty and frankness. They also prioritise
function over appearance; examples include Easy
Jet and Southwest Airlines.
8. Seducer

Victoria's Secret
Seducer personality: Marilyn Monroe
Seducer brands are associated with values such as
beauty, pleasure, passion, desire, sensuality and
intimacy. Good examples of seducer brands are
Victorias Secrets and DeBeers.
9. Entertainer

Dr. pepper
Entertainer personality: Jerry Seinfeld
Entertainer brands champion values such as
spontaneity, charm and humour. These brands
seem to enjoy helping their customers discover the
fun side of life. Examples of entertainer brands
include Dr Pepper and M&Ms.

Johnson
Protector personality: Mother Theresa
Protector brands embody and promote values such
as compassion, kindness, care, and love.
Examples of protector brands are Campbells Soup
and Johnson & Johnson.
11. Imagineer

Lego
Imagineer personality: Michael Jackson
Original thinking, vision, artistry and creativity are
values embodied by imagineer brands. These
brands help their customers to create; examples
include Lego, YouTube and Photoshop.
12. Emperor

Rolex
Emperor personality: Warren Buffet
Leadership, determination, respect, dominance,
influence and wealth are values that are associated
with emperor brands. Good examples of emperor
brands are American Express, Porsche and Rolex.
Brand Image- is overall impression in consumers
mind that is formed from all sources.
The main element of positive brand image are:

unique logo reflecting organizationss

image,
slogan describing organizations business in
brief and;
brand identifier supporting the key values.
Example of brand image

McDonalds
For example, when I (personally) think of
McDonald's brand image, I think of "unhealthy",
"obesity", "fast food", which I am sure is a far cry
from how they think of their brand image and how
they want people to identify with their brand.
McDonald's wants us to perceive their brand as
"fast", "convenient", "family oriented", and even
"fun".
Coke
Brand image. It is an important factor influencing
Coca Cola sales. The brand has the privilege to be
known all around the world as they have built their
image on a universal value, happiness. The brand
is perceived by consumers as a part of daily life
and of their life style. Coke is this globalized
product that has the same taste customers are
looking for, and which give the same pleasure of
refreshment during break together.
Nike
Nike brand image that the company initially was
building is a pure American icon, high performance,
innovative aggressive brand, associated with high
notch athletes, achievers and winners; mainly
serious males.
Johnson and Johnson
People trust J&J and know that their products are
safe and that, in the eyes of the company, their
customers are one of their top priorities. This helps
to keep the brand image up for the company
because the customers like to feel they are a top
priority in the mind of the company.

small market segments.

Criteria for Effective Segmentation

Must present measurable purchasing power

and size the market segment should have
the potential to purchase the product that a
marketer will offer.
Must find a way to effectively promote and
serve the market segment after analyzing
the potential target market according to their
segmentation the marketer will now promote
the product effectively.
must then identify segments large enough
to give them good profit potential
The firm must aim for segments that match
its marketing capabilities.

Types of Segmentation
Demographic Segmentation
It defines consumer group according to
demographic variables such as:

Marketing Segmentation

Micromarketing

Gender as to male or female

because they vary from each other.
Example: A man wants a latest
gadget and a women prefer
cosmetics.
Age
1. School-Age Children
2. Tween and Teens
3. Generation X
4. Baby Boomers
5. Seniors

They vary from their needs according to

their age, as a person start to grow old
the needs and wants changes.

Is the process where in a certain potential

customers are divided into segments and
targeted with a specific advertising
message.

It is the process of targeting very

Income - sample: A car like Mazda

and Mercedes Benz are usually
segmented to those who wants
luxury and has a high income
person.
Occupation - sample: a student
would want a smart phone such as
Samsung and IPhone that they can
use as communication and apps that
they like unlike those who are

business oriented person prefer

Blackberry phone because it provide
the apps that mostly business
person wants.
Education - based on the standard
of their educational level, if is it high
school and college graduate.
Sexual orientation
Household size based on the
number of their family
Religion
Ethnicity

STEVE MADDEN
As you can see, the STEVE MADDEN
site is focus on targeting young, fashionconscious buyer. The emphasis on the
page is to make a bold fashion statemen

Geographic Segmentation
Dividing an overall market into
homogeneous group based on their
location.
Country
State
City
Region
Sample: Tropical countries like Philippines,
an air conditioner are sold here to lessen
the hot temperature unlike in other country
such as Korea and Japan the use heater to
lessen the cold temperature.

t.
TALBOTS
While TALBOTS Site is rendered in
more muted, conservative style for older
and more established buyers.

Psychographic Segmentation

Social Class
Activities
Interest
Opinions
Personality
Values

Behavior Segmentation

Behavior
Occasion

Common pattern of Behavior Segmentation in

WEB Site
Browser those are the users who tend to
visit a Website to surf and browse.
Buyers those are the users who visit a
Website that are willing to purchase a
product. Shopping Cart is one of the
effective tool in a website that the customer
can check if they purchase the right item
and quantity.
Shoppers those are the users who visit a
Website knowing that they provide the
product that they need.
Six behavior-based categories of an Internet
User

Market Segmentation on the Web

1. Simplifiers Users who like

convenience and attracted by the sites
that make doing business easier, faster

2.

3.
4.
5.
6.

or otherwise more efficient that is

possible in the physical word
Surfers User who use Web sites to
find information, explore new ideas, and
shop.
Bargainers User whose In search for a
good deal
Connectors Users who uses the Web
to stay in touch with other people
Routines Users who return to the
same sites over and over again
Sportsters Users who tend to spend
time on sports and entertainment.

Touchpoint Online and offline customers contact

points
Touchpoint Consistency providing similar levels
and quality service at all touchpoints.

TARGET MARKETING
It is the process of selecting the market segments
that are most attractive to the company.
Your target customers are those who are most
likely to buy from you. Resist the temptation to be
too general in the hopes of getting a larger slice of
the market.

Write out a list of each feature of your product or

service. Next to each feature, list the benefits it
provides (and the benefits of those benefits). For
example, a graphic designer offers high-quality
design services. The benefit is a professional
company image. A professional image will attract
more customers because they see the company as
professional and trustworthy. So ultimately, the
benefit of high-quality design is gaining more
customers and making more money.
Once you have your benefits listed, make a list of
people who have a need that your benefit fulfills.
For example, a graphic designer could choose to
target businesses interested in increasing their
client base. While this is still too general, you now
have a base to start from.
Choose specific demographics to target.
Figure out not only who has a need for your product
or service, but also who is most likely to buy it.
Think about the following factors:

Age

Location

Gender

Income level

Occupation

HOW TO DEFINE YOUR TARGET MARKET

Given the current state of the economy, having a
well-defined target market is more important than
ever. No one can afford to target everyone. Small
businesses can effectively compete with large
companies by targeting a niche market.
Look at your current customer base.
Who are your current customers, and why do they
buy from you? Look for common characteristics
and interests. Which ones bring in the most
business? It is very likely that other people like
them could also benefit from your product/service.
Check out your competition.
Who are your competitors targeting? Who are their
current customers? Don't go after the same market.
You may find a niche market that they are
overlooking.
Analyze your product/service.

Consider the psychographics of your target.

Psychographics are the more personal
characteristics of a person, including:

Personality

Attitudes

Values

Interests/hobbies

Lifestyles

Behavior

Determine how your product or service will fit into

your target's lifestyle. How and when will your
target use the product? What features are most
appealing to your target? What media does your
target turn to for information? Does your target read

the newspaper, search online, or attend particular

events?
Evaluate your decision.
Once you've decided on a target market, be sure to
consider these questions:

Are there enough people who fit my criteria?

Will my target really benefit from my

product/service? Will they see a need for it?

Do I understand what drives my target to

make decisions?

Can they afford my product/service?

Can I reach them with my message? Are

they easily accessible?

Three Markets

-Or in short, you owning the mind of the

consumer.
Examples:

Volvo the brand positioning of Volvo is safety.

They became successful in that position. Volvo
became known as safest car. They managed to
own that position in car category and also in the
mind of the consumer.
Try asking anyone what is the safest car? Volvo will
be the top of the list. Or if they think the brand
Volvo they will think it is the safest car.

Walmart Walmarts brand positioning is low price.

They promise to their customer that they can trust
Walmart when it comes in low prices. Walmart
became a low cost leader. They also managed to
own that position.

Business-to-consumer (B2C)
It is a business or transactions
conducted directly between a company
and consumers who are the end-users
of its products or services.

Business-to-business (B2B)
It is a type of commerce transaction that
exists between businesses, such as
those involving a manufacturer and
wholesaler, or a wholesaler and a
retailer.

Business-to-government (B2G)
Business to government typically
encompasses the determination and
evaluation of government agency
needs, the creation and submission of
proposals and the completion of the
contracted work.

How to get into consumers mind?

Consumer-to-consumer (C2C)
It is a business model that facilitates an
environment where customers can trade
with each other.

Four Elements

BRAND POSITIONING

What is Brand Positioning?

Is the place in the consumers mind that you
want your brand to own.

Ferrari Ferraris brand positioning is high

performance. They also own that position in the car
category and also in the mind of the consumer.
They think Ferrari the first thing comes in their mind
Ferrari is the fastest car.

The easy way to get into consumers mind

is to be first. Because it is very easy to remember
who is first and also because theres no brand yet
in the mind of the consumer. You dont have
competitors yet.

1. Target Market to whom you want to sell?

2. Frame of Reference in which the brand
competes or plans to compete?
3. Point of Difference- uniqueness of the
brand.
4. Reason to Believe- why should consumer
believe that your brand is unique from the
other brand? Proof.

How to determine if Your Brand Positioning is

STRONG?

Many different marketing activities can

create, communicate, and deliver value and

Relevance positioning of the brand must

focus on benefits that are important to
people.

- will be able to better communicate or

select what effective communication is
more okay to use for the product
endorsement.

Differentiation your brand must be

unique
2

Marketers should design and implement any

one marketing activity with all other

Delivery - can you actually deliver on the

differentiation? is this a promise you will be
able to keep over time?

activities in mind.
-

Communication before they position,

they need first to know the needs of the
consumer like doing a survey. Because they
must match their position to

To be more effective the marketing

activities.

Using an integrated communication strategy

means choosing communication options that
Decisions in Positioning

reinforce and complement each other. A marketer

Marketers need to know:

might selectively employ television, radio, and print

advertising, public relations and events, and PR

Who are the target consumers?

Who are the main competitors?
How the brand is similar to these
competitors?
How the brand is different from them?

and Web site communications so each contributes

on its own as well as improving the effectiveness of
the others.

Integrated Marketing

It occurs when the marketer devises

marketing activities and assembles
marketing programs to create,

Integrated Marketing Technologies has built a

growing business delivering services those
producers, suppliers and distributors are not
designed to provide. Working primarily with the
food and beverage industries, IMT has forged its
existence by listening to clients and developing
solutions that meet their needs.

communicate, and deliver value for

consumers such that the whole is greater

This is more on innovating technology.

than the sum of its parts.

-

Marketing methods performed in various

ways for those products that produced.

Specialties
Customer Service, Fulfillment, Information
Services, Marketing
Customer Service
-

Key themes of Integrated Marketing

All interaction between a customer and a

product provider at the time of sale.

Fulfillment
-

Process of taking an order and executing it

by making it ready for delivery to its
intended customer. It may
involve warehouse pickup, packaging, labeli
ng, etc.

Information service
-

Agency or department responsible

for providing processed
or published information on
specific topics to
an organization's internal users,
its customers, or the general public.

Marketing
-

The management process through

which goods and services move
from concept to the customer. It includes
the coordination of
four elements called the 4 P's of marketing:
(1)
identification, selection and development of
a product,
(2) determination of its price,
(3) selection of a distribution
channel to reach the customer's place, and
(4) development and implementation of
a promotional strategy.

sometimes undertaken with no coordination with

the manufacturing and retailing departments. Make
sure that all the departments are aware of the
companys overall message.
Here are five crucial elements for an integrated
ecommerce marketing strategy.
Communication
Have strong communication across departments
and level of employees, from the management
team and to the retail personnel.
Cooperation
The success of the entire company is the goal. If
each department focuses only on its narrow goals,
keeping the entire company in mind is less likely.
Create a culture that encourages cooperation and
collaboration.
Consistency
The message has to be consistent across the
various platforms that customers use. Whether it is
direct mail, a Twitter post, a television ad, or a free
ebook, everything from the logo and branding has
to be the same. Something as small as an
inconsistent font use between a print ad and
website can dilute a brand.
Creativity

The 5 Cs of Integrated Marketing

The idea of integrated marketing is to make sure
that the internal and external messaging of a
company is consistent across all communication
and sales channels.
A big part of this is to make sure that ecommerce is
not merely a platform for sales, but an opportunity
to reach existing and new customers. For example,
if a company is promoting its business via email or
social media coupons, it is critical that the items in
those promotions are in stock. Sometimes brickand-mortar businesses start an ecommerce division
and fail to integrate it into the overall marketing
plan. Similarly, Internet marketing initiatives are

The centralization of integrated marketing does not

eliminate creativity from employees. In fact, a
strong integrated approach will encourage
creativity. If you are an ecommerce business with
much expertise around your products, build on that
with blog posts and public-speaking events.
Clarity
The focus on the customer has to be absolute.
While obtaining new customers is always a good
idea, retaining existing ones is perhaps even better.
Integrated marketing can play a big role in this as
existing customer data can be used to build
customer loyalty.