an 2025

MARKTING Al
ia
D 2itur Rahman

Marketing ldentify +Meet

(Human+ Socal Needs)
American
twefiiion of Marke ting as per AMA Morketisa
Assoeiahion

Maketin =activity, set of inshitutions. processes

for
*eREATI NG o cOMMUNICATING"
’ bELIVERING"E XCANGIN G

OFFE RINGS
that have value for

CUSTD MERS CLIE NTS" PA RTNE RS SociETY

MODERN 7hilip kotter

MARKETING

1·0 Product Driveunetion*

Mass custemer
Ewmlustin
MAKKETING Brand
2:0 Customer Orientedtion
MANAeMEN T
Human centrie <Ralation
Profit
ship
roigital Econoy
4-0 Diqital LAkpomOghiLalnd
5-0 Tednology for Huwranty
Huaman mimiery
LAl . 10T
 o Good6
Services Dk
Persons
Places
Evente 9
Experiences
Information <
Ideas "DbT DRINYI
oraaunizations
Properies ar

Types of MARKETS

Consuner Busines6 Gubal Non frolit &

Market Market Market Governmental

KTECHNOLOeO
4 Major
MARKET FORCES GLOBA LZATION

PHYSICAL ENV.

SDelAL RESPONS

Ateytion !
from

Mateta ponation
PROSPECr
CORE MARKETING CONCEPTS

(Needs ) Wante) ( Demands)

bacie mon rey Necds divected towova wiling nes + ability to pay
Segmenaion) heterohoo
{To ldenty Target martet
Targete )potential auetomer
tmage wrt compeitors
Positioùng custonmer
Produetpace tustomers mind
Price |Promotion
oombinoion
erodact Copy
Cormpettor
oRterings Collaloator do
experiences) Context
Brare co
llab

eutome)
Compt tontet
ettor
Comunicaion
Marketing
cMANNELS Disibuthon

Compamy)

One -One Seymat Mass

Nihe
COMPETI T|ON VA LUE Benefib-Cost
Kival otetng esptiont al
ecohoi funetonal
COMP E TITIVE ADVAN TA GE Soial
Uigue eelling point

Wage to chang e ereate

CUSTO MER PERCEPTION VAUE

" Form utilityY (ae stheie

Poeession Vilty Cease of purchace )

Place Utility

Tock uhliby (oave o time, efort,money )

Time Utiliby Cease of access O)

VA LWE PKDPOS TiON CANVA S (omse) (Nlore

Copehto

Ben e t s Wants
Experienie teas
Features Ne s

| rrodut | \deal cuetomy Subs tihutee

Compary
MARE TING E NVIKONMENT
TA6 K NV. BROAP ENV
Done by Demagtapue
partners Sodo ultral
Natral
Econoue
Technolagical
Politieal egal
HOLISTIC MARkErING DIMEN SIONS

Internal Integrat ed

Relati onshi p
Rerfor wane

PLAoE

Marteting)
Mix

PROMOT\ON

SFGMEN TATTON TARGETINo POs \tloNING

3 Morkeing Channels PMNI CHA NNEL

Lyeo MMUNcAT loN
Seamless exeiee
’pvsTRIBUTION on differ ent platforms
|NT 6RA TION

Experience = Pre purch

Purch.
Post puich
S\vy f Car max

"Omnichannel
Customers pooition in ustomer journey process
tailored experience delint ustomus
Curbaide delivery options (within 3weeke)
" 360 Cus tbmer Dota

22dJas 2025

A1.
study & design of inteliqnt agnts
petcieves its enirOM Mnt
Alproqram that (
talkes actions outonomas

lwitotion game watch to achiee qo als

Read Atide
Washington Post (orimgrove (howladgc)
Caegories
Weat Al
(past data) (common sense)

Al clascification
Visual Kecognition (Googde lens
Natuyal Languge Progtas (oudetslat
Afechve Computing (emotional recogn hon)
voice Keeog (siri)
OExpert Syetems (andit)
Rtostce (5ophia)
 AL DeMsisn s

Human Centred Rationalist Approach

( Math)
(enperienc)

MACHINE LEARNING

Model Sample
Sample bata Predicion s

Approoches Supervised Learning (visuAL)

Unsupervised Learning CeLvsTe)

Reinforced Learning

DEEP LEARNING
To learn what naturally Comes to humans
 TYpes of AI

hinkingAI Fecling Al
MechanicalAl
(decision) (emotions)
(Repeitive)
std | xEmotions Personalize , Bias
output
Consictent Sees,
patterns xCuqnitve
Reli able Prediet Reasoing
outeome

Automan
marketboubt
predi cns
ility
based
Coet

AI
* Exeri se : Foai ure o 24th Jan 2025
FRAMEWO RK
MARKE TING
STP A- P s
5Cs
Segumentain Troduc t
Conpany Place
cuso mer) : Targehing Price
Competition Posihoning Tro mohon
Context
SELF
coll aborahon AcTUALISATIo

Cusomer Profile ESTEEM

(feeing of accomplih
Aebual / Potential SoclAL
bdonginqreation s
Rivals r
Suhstituti on SA FETY
Secutiy
o Socia Poitie al rHYSIOLO GI CAL
Eco wmical
Environnertal
Legal
 rRot0SI10 N CAN VA6
VALUE

Experiene

F e a tures

Combination
OFFERINGS

BRANDS

No.
Miqt prove profitoabe for a short term.
But can be exhaustive on a long ter mbasis.
No value addition as per customer data
B23 hence can opt out, directy eonnect
to customers already fanous.
Comparitive oahaysis of cost mvolved on Awezon.
Lit of eorstant byers aleody.
Potenti al cost aalysis of seting up onm
loud data
tnalysedata with AI
 Jan 20g

Praf zi Rahan
AiMARKETINtG
ION
DIGITAL ‘ RANSFOR MAT
malkina sense out ofdata
invest
Gathe more data

Product ife Cyole CPL)

Rofit
Salps Happy ours
M
Demand

shitt
NaPeek hour

Time

Dota has Diamonds l

MINE

Imagine EPCorp i5
is seling on Aazon, qives data,
s
what to do with tis oata? tramework

"Gender
Age
Loco ien
Ocpaton
" Order 6ize
Pay ment tinng
method
ustmer nterest
Reiews
Qualitative
Quantitate
Creating value Benfits - Cost >o
7Compottors
MARKETIN G
Cotmunicatiny vaue
vewe Supetior
Delhvering Vlue

Sustain .Vaue

Retin Customer nore Custowers

Hhen
Add more

Stosk keeping Units

 sthFeb sog5
MAKKETIsG
Praf zillartehwn

LEVELS
MARKETING

º Nide
IN
ATIONG
ºLocal wgrassroots matketing
Personally relevant to ndividals
APPLIe Exawple : Nike sdhool sponsorth

E arned Paid. Shared Owned

E A C0NTENT,

Impresions Evgogcment

lndividual ne to one
cUstDMERISATloN

Al Customer Seqmentator
" Categorize cuctomer belhauiour n
" X hunan err
" Advanee technieyues
Bosed on inpwt’
" tvitiates tecueed warkeing mpag
" lden ty risk otchuning
Appradh high tisk
 GOLD
Based on
Customer
SILVER
lonenge Lifeime
BRO N ZE Vaue

segmentin q Consumer Markets

Bases of
"Morkat Segmenkaion divide Martet

Weldefined qroup of ustomers

Vertables to segnent
DBSCRIPTIVE BEMAVIORAL
cHARAC TERIScs cONSID ERAoN
|Responses to benefts
oca sions
’Brando
GPoyehagrohie
GEOGRAPMIC

bEMO6RA PHIC
geofamily"Sizeo family ife cyde 1ender income. oupalon
education relqioio tace generation nationabty clas
PSYcn0GKAPHICS

faychaleg Devognaphics
uts. ieestyle "values.
Traits.
Classihcation A L S

Nadués Aitudes Life Stryes

deals) (KnantdePriniples
ConsuMer Corwmer
reso uroes mo tivto n
Who are Loyal? Who are
APPLCATIONS
NARKETING N
whaty
Not Loyal
Loyal
dissatisfied

own Via
Website Amazon
" Reshicted access
ccesS
Open " chargable
Free Throngh secondary Souree
One t ne
Can conho l No contsol 6n enperieree
cus tomer ent
s0 proft trore
Hard Core 20/. customars

Split
LOYALTY
SIA T US
sWing ) 2 3(4)
Switehers
(no layaty

Entusiaste
CoNGUMER
AT TITUbE
lndeifkexen

Hostile
 AwARE IN rRKEST DES IKE AcTION

AVLTIP LE BEHAV 1ORAL bASES

Aware
Unaware

A1 Segmentation
Prodwct Pricing
Raom mendatons Nanagçmant
Restocking
4sed bicyde Segment waket
TG sel
(To
Demytaplie Psyehegahie Behiaral
Geograpwe
age
Terrainaope geeration LIfestyle
Rural/uyb an values
 1gh Felo 2025
Trof Zilbr Rehvan
Sell ysed bicycle
N
Geoqrapic
CATIONStatien
Cyclable terrain
Rural / Urbanyole lanes )
pistanee
men
APPL Young age ?
Seg Inco me affordaity a

arket schodgong /wotk

Psyorograie ifestyle
Vaues ’ Sustainabliby
M
2 Behavioral Attitnde towavds gd hand

econowie
company Vae
(Assets contoled
Profite
feel5yrs
Resourees con hol

MARKET TABGETING
Market ogpo rtunties

whieh ones ?

Perfect Copeition Product

Demand 6uppy Dirersifcatn

(meaatnjl toeusr)
How to 'identify Tarct Market
2t CONSIDERAT LO NS
A. Cooine variobles
how many
B. Efetve seg ment eraate
C. Log run ataciveess
segments
w hich
D. Lewele ot segments to tarqet Segments

Need bAsed whicn ea, ? which benefts ?

M A R
SEGMENTATON

sinilkr whichdmo
Segmen sement maretgtoth
Necd based idonthca tatvenese
5mentan
Markeingiy) 4Ps
seg met
aud Positoring proft
teet
Vale
warlang/ not prepositon

Payoholagiea paghalogjcal heade

TARGETING motivations

behaioral perconality
data prafiles
EFFECT|VE SEGMENTAT ON cRITERIA

Measurable (substantiat) (Accessible

(can we
is 1t enaugh for me)
DiffceniaHe (Ationable
whetther they listen)

Threat of Threat of
Luyerpower
barging Porters 5 Substitutes
forces model
SEG MENT
ATTRAcTIVENEsS

Thet of Thieat o
hew etrats Supplier beguring
POwer

c o MPE TIT IVE

1NT ENS ITY

Seg mernt Atracivenss

Competite M arket
Mark etng
Growth Acce ss
Intensnsity

Full Ma tet Coveroge Multipla Segmert speializaien

 Segment by segment lnvasion Plan
Market

Market4 Mattt 2 PRODUCT

Market Marret MA RKE T
Procuet 4 penetation dev. EXTENSION
Produc
PRoduck Divercifa
Product2 dev.

PRODVCT LIFE cYCLE

Matuvity
Sles
becline
Growh

Inhod.

Time
 pAMeb 202A
Prot z:Ilwrfebwan

Value Bpesihon t Positioning

gaiehyin
(Targe t asureRKlOt
WAY
Campay APPLtATIONe

HWoHEK CUSTOMEK VALUE

TIo N
SA TIGFAe

Value
MA1NS MARKET
ING IN

Functiona Psychological Monetary

Total custbmer Beneit

Beneft6 - Cosb|
Vaue

Cugtomer
--y Compatitive Ahalycis
V ale

talysis
Poationing
Act of deongnig a
ocoupy distinctve plaoe t
Jin
indo of target
instill brand ’ maX potenttal
in mind

function
brand essence

customer Poeuse
vale ptoposiion why shauld we buy
why
thiatione f a
POSITIONING
-CENTRIC
Uncovr

" Analyses ehavioral Data UNMET NEEDS

Kefine
Jeda-ai Brand diffeeniaion

idertify ps ia asudiene ÉKample: customer

seinet vuyng
paterns
Hyper spaf? fersonas
4 PERSONALISED
coMPETITIVE DIFPEReNTIATID N

PREDCTIVE POSITMO NIN G

instill brand ’ maK potential
in mind

Lunction
brand essence

customer fousel
vaue pto posihon why shoud we buy

- CNTRIC
rOSITIO NING
Un cover
ehaioral Data UNMET NEEDS
Anayes
Kefine
Jeda-au Brand differeniaion

identify aps in audiene Éxample: custsmer

Seiment
buying
pottens

typer spe; Personas

PERSONALJSE
coMPETITIVE DIFrERENTIATID N 4

PKEDCTlVE POSITo NIN G

 in
otill percs
NoN
MARING Puehase
Co
MoRT
PURA
B1LITY o6t
rarclase
’
otfesna
te orand
essence DESIG
N
NS
Movetasy
efficient
Fuel operhunities
utilise yJOUR
ER
CuSTD
M Beneitc i10 threats
Ins
ulate
nds Staement
rich
wi benefit
potenial
t A Poychologied
on compoanys
valuea
ptopositi CuSTOMER
in M
Beneft eatuve
b) Furchase
brand PropositionABenetB
Beneft sitioning
To
positioni
nq dot6
CoMPANY O Value "most
re
beoiqing Fanctonal maintenetace
Liqt
|nsill D
VALUE
of
subeet
I
G
SITI0NIN
on
pyoposith
value
value
proposition
focused
customer
t
positoning latanglbe
Tangible
Resu
FO
A
 sthMarch 2025 AF
Prok Zillur Rehman

6 E G APPLI
MENTATI0 N

CATIONS
eMANG

PERCIEVED VALUE oFrER

> ompetihon objechee

N
MoTrvES VNME
NEEDS Custmer Jourrey
MARKE
Google Need is directd toward
VNAWAKE
tnaljtics a PKOD UCrWant
T
Moive Need t (ntanityirecto

TAK GETI NG
Target UNIQUE
Tarqet AVbINCE JIMAGE POSl TIONING
MAKKET
Tennisshoc]
for chilAren

lmage
P0 S I T I 0N ING

Image features
+ benefits Howis it an
beneficial

Atention
Time M
oney
MARCH 2024 FEBRUARY 24
MTW TFSS MT WTFS S
12 3 6 5 6 7 8 9 10
11 12 13 14 15 16 17 18 19 20 21 22 23 24
5 26 27 28 29 30 31
DAY 038-328

WEDNESDAY
WK 06

07
SEGMENTATION
bemeqrothie
10

Tsychographie (raychology * demagrap i)

11 A Beviour

12 A

Values Lfe Shyle

Behaviour Segmentation
2 DECISION ROLES >lnitiator
lneluencer
3 bDeider

bBuyer
>User

USER & USAGE VARIA BLES O OcAASION

USER STATUS po tential
first
RATE raular

Light Medi Heavy

O BUY KEAPINESS STAGE

Eyer Recent Occassional/Reqdar Most

Awore tial User Veer ofen usd
o BRA ND LO YA LTY STATUS

brend toyatt y for Pen ?

True to stomer 2
Qa iy " Custoizabe o Sustained use Image