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To all my dear friends ,, brothers ,,
colleagues ,, managers ,, team who
support me , motivate me ,, gave me the
true beloved advice ... Who learn me to
be an ambitious and curious to learn ,,
search for the goals and hungry to know
a lot about all the fields in my life ....
Through more than 8 years of working
in FMCG i learned that the success and
progress didn't come by luck but by the
hard work and challenge your self and
ur obstacles ...... The more u work and
learn ..... The more u can achieve your
targets .....Thank u .... I appreciate all of
ur efforts
First You must see this video
https://www.youtube.com/watch?v=mA
7ms-6wTeq
Promotion ...
Promotion is the marketing term used to describe all marketing communications
activities and includes personal selling, sales promotion, public relations, direct
marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs
to be precisely coordinated and integrated into the businesses global communications
message, and this is called Integrated Marketing Communications (IMC). IMC
integrates the message through the available channels to deliver a consistent and clear
message about your company’s brands, products and services. Any movement away
from the single message confuses the consumer and undermines the brand.
The Promotions Mix.
Let us look at the individual components of the promotions mix in more detail.
Remember all of the elements are ‘integrated’ to form a specific communications
campaign.
1. Personal Selling.
Personal Selling is an effective way to manage personal customer relationships. The
sales person acts on behalf of the organization. They tend to be well trained in the
approaches and techniques of personal selling. However sales people are very
expensive and should only be used where there is a genuine return on investment. For
example salesmen are often used to sell cars or home improvements where the margin
is high.
2. Sales Promotion.
.
Sales promotions tend to be thought of as being all promotions apart from advertising,
personal selling, and public relations. For example the BOGOF promotion, or Buy
One Get One Free. Others include couponing, money-off promotions, competitions,
free accessories (such as free blades with a new razor), introductory offers (such as
buy digital TV and get free installation), and so on. Each sales promotion should be
carefully costed and compared with the next best alternative.
3. Public Relations (PR).
Public Relations is defined as ‘the deliberate, planned and sustained effort to establish
and maintain mutual understanding between an organization and its publics’ (Institute
of Public Relations). PR can be relatively cheap, but it is certainly not free. Successful
strategies tend to be long-term and plan for all eventualities. All airlines exploit PR;
just watch what happens when there is an incident. The pre-planned PR machine
clicks in very quickly with a very effective rehearsed plan.
4. Direct Marketing.
Direct marketing is any marketing undertaken without a distributor or intermediary. In
terms of promotion it means that the marketing company has direct communication
with the customer. For example Nintendo distributes via retailers, although you can
register directly with them for information which is often delivered by e-mail or mail.
Direct mail is very highly focussed upon targeting consumers based upon a database.
As with all marketing, the potential consumer is targeted based upon a series of
attributes and similarities. Creative agencies work with marketers to design a highly
focussed communication in the form of a mailing. The mail is sent out to the potential
consumers and responses are carefully monitored. For example, if you are marketing
medical text books, you would use a database of doctors’ surgeries as the basis of
your mail shot.
Similarly e-mail is a form of online direct marketing. You register, or opt in, to join a
mailing list for your favourite website. You confirm that you have opted in, and then
you will receive newsletters and e-mails based upon your favourite topics. You need
to be able to unsubscribe at any time, or opt out. Mailing lists which generate sales are
like gold dust to the online marketer. Make sure that you use a mailing list with
integrity just as you would expect when you sign up. The mailing list needs to be kept
up-to-date, and often forms the basis of online Customer Relationship Management
(CRM).
5. Trade Fairs and Exhibitions.
Such approaches are very good for making new contacts and renewing old ones.
Companies will seldom sell much at such events. The purpose is to increase
awareness and to encourage trial. They offer the opportunity for companies to meet
with both the trade and the consumer.
6. Advertising.
Advertising is a ‘paid for’ communication. It is used to develop attitudes, create
awareness, and transmit information in order to gain a response from the target
market. There are many advertising ‘media’ such as newspapers (local, national, free,
trade), magazines and journals, television (local, national, terrestrial, satellite) cinema,
outdoor advertising (such as posters, bus sides). There is much more about digital,
online and Internet advertising further down this pages, as well as throughout
Marketing Teacher and the Marketing Teacher Blog.
7. Sponsorship.
Sponsorship is where an organization pays to be associated with a particular event,
cause or image. Companies will sponsor sports events such as the Olympics or
Formula One. The attributes of the event are then associated with the sponsoring
organization.
The elements of the promotional mix are then integrated to form a unique, but
coherent campaign.
Online Promotions
Online promotions will include many of the promotions mix elements which we
considered above. For example advertising exists online with pay per click advertising
which is marketed by Google. You can sponsor are website for example. Online
businesses regularly send out newsletters which are targeted using e-mail and mailing
lists, which is a form of direct marketing. Indeed websites are premium vehicle in the
public relations industry to communicate particular points of view to relevant publics.
The online promotions field is indeed emerging. The field will soon spread into Geo
targeting of adverts to people in specific locations via smart phones. Another example
would be how social media targets adverts to you whilst you socialising online. Take
a look at Marketing Teacher’s Blog for more up-to-date examples of the emerging
online promotions space.
The promotions mix (the marketing communications mix) is the specific blend of promotion tools that the company uses to persuasively communicate
customer value and build customer relationships. Kotler et al (2010).
Promotion is the element of the marketing mix which is entirely responsible for
communicating the marketing proposition. Marketers work hard to create a unique
marketing proposition for their product or service. McDonald’s is about community,
food and enjoyment. Audi is about the driver experience and technology.
Think of it like a cake mix, the basic ingredients are always the same. However if you
vary the amounts of one of the ingredients, the final outcome is different. It is the
same with promotions. You can integrate different aspects of the promotions mix to
deliver a unique campaign. Now let’s look at the different elements of the promotions
mix.
The elements of the promotions mix are:
Personal Selling.
Sales Promotion.
Public Relations.
Direct Mail.
Trade Fairs and Exhibitions.
Advertising.
Sponsorship.
And also online promotions.
The elements of the promotions mix are integrated to form a coherent campaign. As
with all forms of communication, the message from the marketer follows the
‘communications process’ as illustrated above. For example, a radio advert is made
for a car manufacturer. The car manufacturer (sender) pays for a specific advert with
contains a message specific to a target audience (encoding). It is transmitted during a
set of commercials from a radio station (message/medium).
The message is decoded by a car radio (decoding) and the target consumer interprets
the message (receiver). He or she might visit a dealership or seek further information
from a web site (Response). The consumer might buy a car or express an interest or
dislike (feedback). This information will inform future elements of an integrated
promotional campaign. Perhaps a direct mail campaign would push the consumer to
the point of purchase. Noise represents the thousands of marketing communications
that a consumer is exposed to everyday, all competing for attention.
what is marketing ?
There are many definitions of marketing. The better definitions are focused upon
customer orientation and the satisfaction of customer needs.
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large. (Approved October 2007)
Again, in common with Kotler and Armstrong above, the AMA focuses its definition
on value creation and delivery, and the longer-term retained customer.
The enigma of marketing is that it is one of man’s oldest activities and yet it is regarded as the most recent of business disciplines.
Baker (1976).
Baker introduces the elephant in the room. Marketing has always been part of
business, and it is a myth that it is purely a contemporary idea.
Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value
with others. Kotler and Armstrong (2010).
The definition is based upon an a basic marketing exchange process, and recognizes
the importance of value to the customer.
The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
Kotler and Armstrong (2010).
Kotler and Armstrong develop their orginal definition to recognise the importance of
the longer-term relationship with the customer. This is achieved by relationship
marketing and CRM.
Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably.
CIM. Accessed 2012.
business-to-business (B2B)
What Is “B2B”?
“B2B” – means that you are selling a product or service to
other businesses.
A few examples of “B2B” product based companies would be:
Ex1: Selling CRM Software “Customer relationship
management” to organizations so they can keep track of
their sales leads, manage their sales cycles and determine a
cold-calling schedule.
Ex2: Selling office equipment to companies who wish to
upgrade their existing furniture.
Ex3: Selling security and access control hardware and
systems to building management companies, universities
and municipalities.
Looking Further Into “B2B” Product-Based Companies
Why do I recommend that the first time entrepreneur shy
away from “B2B” product based companies?
1. Unless the entrepreneur is a broker, he or she would
probably have to purchase and store these products.
Doing so adds on to start-up costs and, moreover, it
creates a liability from day one. Even if the first-time
entrepreneur is a broker (a.k.a. “re-seller”), poor
negotiation skills, a jaded market analysis and a very
low budget all combine to add to the probability
of failure.Most products tend to be commodities.
Unless this product is something so cutting-edge
(then, we don’t know if there is a market for it in the
first place so stay away), then others are selling a
very similar product, which makes it a commodity.
In selling terms, selling a commodity is exceedingly
difficult and it is very hard to differentiate from the
competition.
2. When selling a “B2B” product, the best ways to
differentiate from the competition is offering better
support for the product, having an ability to deliver
the product quickly as well as having an ability to
offer more options at a cheaper price than the other
firms in the space. Many entrepreneurs can’t offer
the above and ultimately will lose out to companies
like Dell, Microsoft, Iron
Mountain and Caterpillar.
Product based companies are typically not as fast moving as service-based
companies meaning that the entrepreneur cannot change their offering in accordance
with the clients’ needs as quickly as they could with a “B2B” service-based company.
Also, upon meeting a prospective client, the entrepreneur may see profitability in
selling another solution into the company, but being able to offer a new product that
quickly can prove to be quite taxing and quite expensive, especially when money is
tied up elsewhere.
1. My business plan at KAS Placement changed several
times from inception, and the reason I had the
flexibility to adapt to market needs is that I didn’t
have to wait to rely on a manufacturer to produce for
me in order to generate quick revenue.
“B2B” service-based companies tend to be more agile than “B2B” product-
based companies. Also, many entrepreneurs are quick thinkers and being bogged
down and invested in one product is as exciting for the entrepreneur as buying a
municipal bond let alone a mutual fund.
Looking Further Into “B2B” Service-Based Companies
A few examples of “B2B” service based companies would be:
Ex: Marketing consulting
Ex: “KPO” Knowledge Process Outsourcing
Ex: Translation services
Service-based companies are perfect for the first time entrepreneur because he or she
can offer a wide range of ever-changing services. Upon opening his or her first
business, the entrepreneur wants to be as agile as possible because the chances of
them hitting the nail on the head the first-time are highly unlikely.
To give you an idea as to how companies and markets change for the first-time
entrepreneur, when I first opened KAS Placement, I did technology and temp. staffing
in conjunction with sales recruitment. Hypothetically, if KAS was a product-based
company 2/3 of my inventory would be worthless.
I quickly learned that I was not effective at, nor was I interested in technology staffing
and I found that there was too much competition in the temporary staffing segment.
Within a year, I knew where to focus my efforts and because I was a service-based
company, the transition was as seamless as changing a few words on my website.
Then, it would soon turn out that a lot of my clients also had the need for marketing
personnel and I was quickly able to offer that to my suite of products.
All businesses must evolve with market demand and when a service-based company
has to change, it’s a lot cheaper than when a product based company has to. The first-
time entrepreneur has to realize that the VC company that backed them is not going to
reinvest in a failed business owner.
Here are some additional reasons that the young entrepreneur should choose his or her
business within the “B2B” service-based realm:
Companies have money. Companies tend to have
more money to spend than the average consumer.
Ask the consumer to spend $5,000 of their own
money and you may see them faint. However, ask
that same person to spend $5,000 of their company’s
money and they will be more than happy to do so.
Competitors’ marketing is not as strong. It is
important to discuss how to implement and monetize
sound marketing strategies while exploiting the
weaknesses in your current or prospective industry.
Though, when it comes to many “B2C” companies,
their marketing is so sound and formulaic that their
techniques and secrets would probably take an entire
series of articles to explain. Therefore, all the
entrepreneur can really hope to be is “average”.
While these marketing strategies may be considered “average” in some industries, the
same marketing implementations can prove dominant in other businesses.
Pricing flexibility. In “B2B” service-based industries, the
entrepreneur has complete pricing flexibility and can, upon
entering the market, compete strictly on cost until he or
she gains proper name recognition in the industry. Then all
the entrepreneur has to do to increase prices is convey
their new costs to the next company that calls.
What Do B2B & B2C Mean?
Most small businesses sell to other businesses or to consumers, and the acronyms
B2B and B2C represent these relationships in abbreviated form. And there are
exceptions, as a cleaning service could clean office space as well as private homes.
Whom you sell to makes a difference in what marketing methods are effective.
Business to Business
B2B is shorthand for business to business. The products and services of the business
are marketed to other businesses. Examples include advertising agencies, web hosting
and graphic design services, office furniture manufacturers and landlords who lease
office and retail space. Business to business relationships are developed and ongoing,
and the sales processes involved take longer than business-to-consumer relationships.
B2B decision making may take place at more than one level. For instance, the
salesperson meets with the departmental manager, who then has to get approval from
the business owner before the sale is closed. Emotions have no place in B2B sales.
Business to Consumer
The final customer is the consumer with a B2C business. Housecleaning services,
restaurants and retail stores are examples of B2C companies. Websites that offer
consumer products are B2C. The B2C sales cycle is shorter. The consumer is
encouraged to buy the product immediately. For example, a mother is looking for
educational toys. She finds the site, reviews the product and buys the toy. Purchases
are made on an emotional basis as well as on the basis of price and product. It gets a
little confusing when the product is marketed to consumers but goes through several
steps to get to the customer.
B2B and B2C
An industry may include both B2B and B2C companies. The book-publishing
industry is a good example. Authors market their manuscripts to book publishers.
Both the author and the book publisher are in a B2B relationship. The publisher prints
and markets the books to booksellers, both online and in retail stores. This
relationship is B2B as well. However, the bookstores sell to the final consumer and
are in a B2C relationship. Another example is food. Food products are marketed to
consumers but are sold by grocery stores. Both the manufacturer of the food product
and the store target their promotions to the final consumer.
Marketing Strategies
Different marketing tactics are used in B2B and B2C, although the methods of
advertising, promotions and publicity are the same. If the final customer is a business,
it won't help increase sales by advertising in consumer magazines or the general
media, such as television and radio. Marketing is done through avenues that the
business customer will use. For example, industry publications, business magazines,
trade shows and tech shows would be more appropriate. The marketing message is
based on value, service and trust. B2C marketing is focused on price and the
emotional satisfaction of obtaining the product
In today's increasingly competitive business environment, effective marketing can
spell the difference between life and death for your company. Successful Business to
Business or Business to Community marketing strategies do not rely on a single
marketing tool, employing a range of channels instead. While traditional means such
as telephone and email marketing continue to be successful, you should not ignore the
power of blogging and social media.
Social Media
The highly interactive nature of social networks allows you to build strong customer
relations and provide frequent product updates. Since membership is generally free,
social networks are a cost-effective way of engaging customers. Tailor marketing
strategies to the nature of your targeted network. For example, while Facebook allows
you to post lavish, media-rich content, a successful marketing effort on Twitter
depends on grabbing your customers' attention using 140 characters or less. Strictly
B2B networks like LinkedIn can serve as a staging ground for your expertise when
you participate in group discussions or post articles.
Blogs
Blogs are powerful marketing tools for establishing yourself as an expert and
promoting your goods or services. You do not have to be a great writer to create a
successful marketing blog. Your expertise and passion will earn your customers' trust.
Update your content about once a week with brief articles, two to three paragraphs
long, and enrich it with photo and video content. Engage your customers by enabling
interactive features such as comments and forums. Because you are promoting your
business with your blog, add "Buy" buttons and shopping cart functionality to sell
directly from the blog.
Sending sales and newsletters to your customers creates awareness of new products,
promotions and updates. Effective marketing emails include special offers and
coupons. Emails to B2B customers should also be mobile-friendly, as an increasing
number of professionals use their mobile devices to check their email. Keep your
emails concise, and include a clear call to action. Instead of cluttering your emails
with selling points, testimonials or pricing information, include click-through links to
product or service details.
Telephone Marketing
Preparation is the key to successful telephone marketing. Sending your customers
promotional materials or discount coupons before making your call gives them time to
familiarize themselves with your service or product. Prepare an opening statement to
use as a basis for your conversation, and make sure that you have the benefits of your
service or product clearly outlined. Telephone marketing is all about the art of
conversation, so avoid reading from a script when speaking with a customer
What is International Marketing?
International marketing is simply the application of marketing
principles to more than one country. However, there is a crossover between
what is commonly expressed as international marketing and global marketing,
which is a similar term. For the purposes of this lesson on international
marketing and those that follow it, international marketing and global
marketing are interchangeable.
Note: Keegan’s definition is typical of those that see international marketing a
one stage of an internationalization process.
What is Global Marketing? “Global marketing refers to marketing activities coordinated and
integrated across multiple country markets.” Johansson (2000)
Note: Jonny K. Johansson defines global marketing as a bigger brother to international marketing i.e. more of an extension.
". . . The result is a global approach to international marketing. Rather than focusing on country markets, that is, the differences due to the
physical location of customers groups, managers concentrate on product markets, that is, groups of customers seeking shared benefits
or to be served with the same technology, emphasizing their similarities regardless of geographic areas in which they are located. “
Muhlbacher, Helmuth, and Dahringer (2006) Note: Muhlbacher et al delineate international marketing (adapted)
and global marketing (standardised).
"Global/transnational marketing focuses upon leveraging a company’s assets, experience and products globally and upon adapting to what is
truly unique and different in each country. “ Keegan (2002)
Note: Keegan takes a strategic, corporate overview to define the transnational nature of global marketing.
So, as with many other elements of marketing, there is no single definition of international marketing, and there could be some
confusion about where international marketing begins and global marketing ends. These lessons will assume that both terms are
interchangeable, and will define international marketing as follows:
International marketing is simply the application of
marketing principles to more than one country.
What is International Marketing? "At its simplest level, international marketing involves the firm in
making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in
establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.”
Doole and Lowe (2001).
Note: Doole and Lowe differentiate between international marketing (simple mix changes) and global marketing (more complex and
extensive). "International Marketing is the performance of business activities that
direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. “
Cateora and Ghauri (1999) Note: Cateora and Ghauri consider international marketing in the
absence of global marketing. "International marketing is the application of marketing orientation
and marketing capabilities to international business. “ Muhlbacher, Helmuth, and Dahringer (2006)
"The international market goes beyond the export marketer and
becomes more involved in the marketing environment in the countries in which it is doing business. “
Keegan (2002)
L
Marketing Plans
Marketing plans are vital to marketing success. They help to focus the mind of
companies and marketing teams on the process of marketing i.e. what is going to be
achieved and how we intend to do it. There are many approaches to marketing plans.
Marketing Teacher has focused upon the key stages of the plan. It is contained under
the popular acronym AOSTC.
Stage One – Situation Analysis (andMarketing Audit).
Marketing environment.
Laws and regulations.
Politics.
The current state of technology.
Economic conditions.
Sociocultural aspects.
Demand trends.
Media availability.
Stakeholder interests.
Marketing plans and campaigns of competitors.
Internal factors such as your own experience and resource availability
Stage Two – Set marketing objectives.
SMART objectives.
Specific – Be precise about what you are going to achieve.
Measurable – Quantify you objectives.
Achievable – Are you attempting too much?
Realistic – Do you have the resource to make the objective happen (men, money,
machines, materials, minutes)?
Timed – State when you will achieve the objective (within a month? By February
2010?).
If you don’t make your objective SMART, it will be too vague and will not be
realized. Remember that the rest of the plan hinges on the objective. If it is not
correct, the plan may fail.
Stage Three – Describe your target market
Which segment? How will we target the segment? How should weposition within the
segment?
Why this segment and not a different one? (This will focus the mind).
Define the segment in terms of demographics and lifestyle. Show how you intend to
‘position’ your product or service within that segment. Use other tools to assist in
strategic marketing decisions such asBoston Matrix , Ansoff’s Matrix , Bowmans
Strategy Clock, Porter’s Competitive Strategies, etc.
Stage Four – Marketing Tactics.
Convert the strategy into the marketing mix (also known as the 4Ps). These are your
marketing tactics.
Price Will you cost plus, skim, match the competition or penetrate the market?
Place Will you market direct, use agents or distributors, etc?
Product Sold individually, as part of a bundle, in bulk, etc?
Promotion Which media will you use? e.g sponsorship, radio advertising, sales force,
point-of-sale, etc? Think of the mix elements as the ingredients of a ‘cake mix’. You
have eggs, milk, butter, and flour. However, if you alter the amount of each
ingredient, you will influence the type of cake that you finish with.
Stage Five – Marketing Controls.
Remember that there is no planning without control. Control is vital.
Start-up costs.
Monthly budgets.
Sales figure.
Market share data.
Consider the cycle of control.
Finally, write a short summary (or synopsis) which is placed at the front of the plan.
This will help others to get acquainted with the plan without having to spend time
reading it all. Place all supporting information into an appendix at the
back of the plan
