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MarketingFundamentals

Riccardo Antonelli

#3

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Chi è il principale

concorrente dei

BACI PERUGINA?

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Marketing management process

R

•Market Research

STP

•Segmentation, Targeting and Positioning

MM

•Marketing Mix (4 P’s)

I

•Implementation

C

•Control

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Marketing management processR

•Market Research

STP

•Segmentation, Targeting and Positioning

MM

•Marketing Mix (4 P’s)

I

•Implementation

C

•Control

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research"It Is the starting point for marketing.

Without research, a company enters a market like a blind man"

P. KotlerThe Story is told about a Hong Kong

shoe manufacturer who wonders whether a market exists on a remote

South Pacific Island

ORDER TAKER: “The people here don’t wear shoes. There is no market!”

SALESMAN: “The people here don’t wear shoes. There is a tremendous market!”

MARKETER: “The people here don’t wear shoes. However they have bad feet. I have shown the chief how shoes would help his people avoid foot problems. He is enthusiastic!”

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Marketing management processR

•Market Research

STP

•Segmentation, Targeting and Positioning

MM

•Marketing Mix (4 P’s)

I

•Implementation

C

•Control

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strategic Marketing“is the way a firm effectively differentiates itself from its competitors

by capitalizing on its strengths to provide better value to customers

than its competitors” P. Kotler

SEGMENTATION: “Since the research is likely to uncover several customer segments, management must decide which segments to pursue”

TARGETING: “By checking its competencies against the success requirements in each segment, it can choose the target segments more wisely”

POSITIONING: “The company must then position the company’s offering so that target customers know the key benefit(s) embodied in the offering”

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strategic Marketing segmentation

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strategic Marketing Targeting

Example

Our target is:

Male, 30-50 years old, single, graduated, latin, east coast based, vegetarian,

sport addicted, pro-active, looking for healthy products, instinct e-commerce buyer

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strategic Marketing positioning

“IT is THE EFFORT TO IMPLANT THE offering's KEY BENEFITS and

DIFFERENTIATION IN THE CUSTOMER’s mind”P. Kotler

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strategic Marketing BRAND Positioning

it is important to understand that a brand only exists in

the mind of your target consumer or not at all!

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strategic Marketing BRAND’s value proposition

The full positioning of a brand is called

the BRAND’s value proposition

It is the answer to the customer’s question:

“why should I buy your brand?”

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strategic Marketing Perceptual map

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strategic Marketing Positioning map

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strategic Marketing Positioning map

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strategic Marketing Positioning map

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strategic Marketing Positioning map

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strategic Marketing Positioning map

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Marketing management processR

•Market Research

STP

•Segmentation, Targeting and Positioning

MM

•Marketing Mix (4 P’s)

I

•Implementation

C

•Control

This is the Tactical Marketing Stage that

is for the setting of the tools that will support

and deliver the positioning of the company product

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TACTICAL Marketing productdesign

Product design will be dictated by your target market. For example bright colors may be chosen to attract children, pink and pastel colors for female adults and dark colors such as black, navy, charcoal for male adults.

The design of a product can

often be the thing that sells it.

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TACTICAL Marketing productfeaturesThey are correct bundle of benefits to the end user

1. Core Benefitthe fundamental need or want that consumers satisfy by consuming the product or service.2. Generic Producta version of the product containing only those attributes or characteristics absolutely necessary for it to function.3. Expected Productthe set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.4. Augmented Productinclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors.5. Potential Productall the augmentations and transformations a product might undergo in the future.

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TACTICAL Marketing productQuality

quality is made up of tangible features (features that can be seen) e.g. performance,

appearance, strength and intangible features such as reputation and exclusivity

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TACTICAL Marketing productBranding

It is the tool used by an organization to differentiate itself from competitors

Product branding has to work across

all of the firm's trading and

promotion platforms including retail

shops, telephone, television and of

course the internet.

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TACTICAL Marketing pricePricing is the only element of the marketing mix that is not a cost.

The remaining 3p’s are the variable cost for the organization.

Setting a low price to increase sales and market share at the product launch and in the first period

Selling optional extras along with the product to maximize its turnover

Setting a high price to reflect the exclusiveness of the product

Setting a price in comparison with competitors

Bundling a group of products at a reduced price, e.g. BOGOF (buy one get one free)

Setting an initial high price and then slowly lower the price for a wider market

Considering the psychology of price to customer’s mind, e.g. 0,99 € instead of 1€

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TACTICAL Marketing promotionYou can’t have a successful product or service without clearly communicate its

benefits to the target market.

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TACTICAL Marketing promotion

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TACTICAL Marketing placeThis refers to how an organization will distribute the product or service they are

offering to the end user

Producer: firm that produces goods and services

Consumer: person or organization that purchases goods

and services

Retailer: person or company that sells goods and services

to the consumer

Wholesaler: person or company that sells goods and

services to businesses and not to individuals

Distributor: entity that buys noncompeting products or

product lines, warehouses them, and resells them to

retailers or direct to the end users or customers

Agent/Broker: person or company that acts as a sales

agent on behalf of the producer, introducing its products

to potential buyers (distributors or wholesalers)

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Marketing management processR

•Market Research

STP

•Segmentation, Targeting and Positioning

MM

•Marketing Mix (4 P’s)

I

•Implementation

C

•Control

The company at this stage, having engaged in

strategic and tactical mktg planning must now

produce the product, price it, distribute it and

promote it.

All the company’s departments must

go into action!

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Marketing management processR

•Market Research

STP

•Segmentation, Targeting and Positioning

MM

•Marketing Mix (4 P’s)

I

•Implementation

C

•Control

The Final step in the Marketing management process

Successful companies are learning companies.

They collect feedbacks form the marketplace,

audit and evaluate results, and make corrections

designed to improve their performance

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