Marketing

StrategiesKanwal & Hira Product Quality.Sara Irfan Employee creation & training.Rabia Khan Ideas, knowledge &skill development....Sameen Ejaz

Presented By: Hira Khan & Kanwal Ali

TRANSACTION MARKETING

RELATIONSHIP MARKETING

Mass Marketing High Cost High Resources

Niche Marketing Low Cost Low Resources

Guerrilla Marketing Strategies: Unconventional, low-cost, creative marketing strategies designed to give small companies an edge over larger and powerful rivals.

Pinpoint the specific target market. Determine customer needs and wants through market research. Analyze the firms competitive advantage.

A marketing mix that meets customer needs and wants.

Target Market: The specific group of customers at whom a company aims to provide its good and services.

The more the business know about, its customers, buyers preferences and habits the more it can focus on it marketing efforts. It should be based upon a clear, comprehensive, definition of companys target customers Smaller firms have advantage that they are far more better suited to reach smaller and more concentrated market firms than larger rivals

They mostly uses Customer Driven Strategies, which is a powerful weapon for those companies who lack physical and financial resources against their competitors.

Demographic: The study of important population, characteristics, such as age, income, education, race, and others. Market Research: The process of gathering information that serves as foundation for the marketing plan.

The goal of market research is to reduce the risks associated with making business decision. Successful market research consist of Define the objective Collect the data/ Individualized (1 to 1 marketing) Analyze and interpret the data Draw conclusion

Objectives: it is the first and most crucial and should be define clearly and concisely. 1 to 1 marketing: a systematic gathering of data based upon individual customers and building a marketing program design to appeal their specific habits and preferences. keeping in mind geographic, demographic and psychographic and data mining!

analyze and interpreting: after collecting the result from individual customers, we have to see all the aspect so that no further mistakes are made. conclusions: one have to make sure that they have followed all the instructions according to the desired customers.

A company have competitive edge when customers perceive that when customers perceive that its products and services are superior to those of its competitor.

Maintaining and managing long tern relationships so that they keep coming back to make repeat purchases.

A key customer benefit of a product or service that sets it a part from competition

The set of tactical marketing tools-product, price, place, promotion that the firm blends to produce the response it wants from the target market.

Product is anything that can be offered in the market for attention, acquisition use or consumption that might satisfy the customer needs and wants

The course of products sales and profits over a life time. Product development Introduction Growth Maturity Decline

Place is the distribution of getting the products to the consumers.

Place (or placement) is associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional and facilitating functions.

Manufacturer

Manufacturer

Manufacturer

Wholesaler
Retailer

Retailer

Consumer

Consumer

Consumer

Price is the amount of money charged for a product or service. It is the sum of all the values that consumers give up in order to gain the benefits of having or using a product or service.

A companys Cost Structure. An assessment of what market will bear. Desire image that company want to make in customers mind.

 Market

Skimming

Market

Penetration

The promotion is the blend of advertising, personal selling, advertising and direct marketing that the company uses to persuasively communicate customer value and built customer relationships.

Summary of Marketing Mix.

Product Price Place Promotion

Functionality Appearanc e Quality Packaging Brand Warranty Service

Allowanc Channel es members Financing Channel Leasing motivation List price Market Discounts coverage Locations Logistics Service levels

Advertising Personal selling Public relations Message Media Budget

By Sara Irfan

The quality of a product is its ability to satisfy the needs and expectations of the customers

Quality of products is a prerequisite for success and even survival. Product quality is a powerful ingredient in a successful competitive strategy for a company. Quality can increase productivity and profitability by lowering costs and increasing sales.

Producing high quality product or services and achieving quality Along with, maintaining relationship with customers. Also focusing on continuous improvement in the quality delivered to customers.

According to a recent poll, Americans rank the quality of a product in this order: reliability (average time between failures),

durability (how long it lasts),

ease of use,

a known or trusted brand name,

a low price.

Built quality into the process; don't rely on inspection to obtain quality Provide managers and employees training

Rethink the processes the company uses to get its products or services to its customers.
Foster teamwork and eliminate barriers that divide departments.

Empower workers at all levels of the organization; give authority and responsibility

them

Develop a company wide competitive strategy for constant improvement of product and service quality

By Rabia khan

Encouraging creativity. Autonomy. Good training. Give them opportunities to grow.

When expansion occurs owners have two options. They can hire comparably skilled individuals. Or Train apprentices.

Training poses two problems: How to seek out and hire potential people. Establishing effective methods of employee training.

Identify gaps in skills needed by employees or new skills to be acquired

Needs:

training by owner , Hiring consultant s Industry seminars

Methods:

time of owner, Transportat ion cost, Equipment for training

Resource s:

Matching needs and methods: Conceptual training can be met through external education

Vocational may be met with internal apprenticesh ip

By Sameen Ejaz

Creativity- developing new ideas discovering new ways of looking at problems

Todays successful companies live and die according to quality of their ideas

Preparation

Investigation

Trans formation

Incubation

Illumination

Verification

Implementat ion

Viewing problems as challenges Developing a procedure for capturing ideas Expecting & tolerating failure Providing creative training

Knowledge and Skills Development takes place within the context of a present reality and preferred future.

Left
Conscious

Right
Unconsciou s

Rational

Nonrational

Analytical

Intuitive

Logical

Synthesizing

Creative source

Champion

Sponsor

Inventor originator

entrepreneur manager

person organization

Formal & tacit knowledge Scientific knowledge

Changing factors in location decisions Production and place Capturing local knowledge Knowledge and economic clusters

By Hafsa Ashraf