COMPETITIVE

MARKETING & DIGITAL MARKETING SKILLS

Facilated by
Mr. S.Thangamany
MBA-(TQM), Newport University, USA /CEM/ Lecturer , Certified Corporate Trainer,
Senior Management Consultant , Regional ISO Certification Manager
&
Mr. Kogilan Yezhuaralai
B.Eng | MBA | Head Of Digital Operations, Face berry Communication,
Digital Asset Consultant, DM Coach enterprise
 CONTENTS OF THIS COURSE – DAY 1

MODULE 1 MODULE 4
Introduction to Marketing Identifying & Using Market Trends
Problems in Marketing Getting the Right People
Model of Marketing Developing Right Skills
Understanding the Formula Achieving the Right Results
Quiz/Workshop The Follow-up Momentum
   
MODULE 2
Environmental Analysis MODULE 5
Opportunities and Challenges – SWOT ANALYSIS Sales Leadership Effectiveness Checklist
The 4 Ps in Marketing Current Marketing Team Assessment
Market Segmentation Key Account Management
Relationship Marketing Q & A in Sales & Marketing
Assignment
 
MODULE 3
Sales/Marketing Planning
The Sales/Marketing Pipeline
The Sales/Marketing Process Day - 1 Programme Review
Using Emotion in Selling
Assignment End of Day -1 Programme
 MODULE 1

• Introduction to Marketing
• Problems in Marketing
• Useful Marketing Terminology
• Model of Marketing
• Understanding the Formula
• Quiz/Workshop
 INTRODUCTION TO
MARKETING

The marketing concept holds that the main

task of the company is to determine the
needs, wants and preferences of a target
group of customers and to deliver the
desired satisfaction.
Its 4 principles are market focus, customer
orientation, coordinated marketing and
profitability.
THE PROBLEM

An established company , no long a young ‘start up’ ,

beginning to falter. Growth isn’t what it was, profits margins
are falling and customers are not wild as about the products as
they once were. The original management is finally trying some
new marketing approaches, a new approach every quarter it
seems and none are very successful.
CONTD….

Marketing is often acknowledged as the most important

function in a firm. Therefore, the failure of marketing
generally means the failure of the product or firm.
Why Traditional Marketing is Not
Good Enough ?
1. Failure to view quality as a competitive weapon.
2. Failure to view marketing as a total integrated function
3. Failure to understand the customer requirements
4. Failure to identify the tool market
5. Failure to build up a long term relationship with all the stake holders
6. Failure to measure the true value of the products and services
Survival Requirements
in Marketing
1. Respond to frequent changes in competitive environment
2. Cope with rapid saturation of markets
3. Take advantage of opportunities in new growth markets
4. Timeliness of introduction of new products/services relative to
new offers in the market
MARKETING TERMINOLOGY
1. Marketing : What is it?
The ways in which a company encourages people to buy its products by
deciding on its product, price, promotion tactics and place.
2. Market Forces : What are these ?
The economic influences that affect prices, salaries and the no. of jobs
available, which are not controlled by the government.
3. Market Share :
The percentage of the total amount of sales of a particular product that
a company has.
4. Market Leader :
A company that sells more of its product than any other company of its
type.
Contd….
5. Market Driven :
Controlled by what and how much people want to buy.

6. Market Price :
The price that a particular product can be sold for at a particular time.

7. Market Research :
The process of collecting information about products people like to buy ,
or what people like or dislike about a particular product.
Figure 1- Typical Model of Marketing
Needs Utility Value
Wants Product Satisfaction
Demands

Exchange Marketing
Transactions Markets &
Relationship Marketers
THE CORE CONCEPTS OF
MARKETING
1.Marketing is a social and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging products and value
with others.

2. A useful distinction can be drawn between needs, wants and demands.

3. Wants are desires for specific satisfaction of these deeper needs. An American
needs food and wants hamburger , needs clothing and wants a Pierre Cardin suit ,
needs esteem and buys a Cadillac.

4. While people's needs are few, their wants are many.

5. Demands are wants for specific products that are backed up by an ability and
willingness to buy them. Wants become demands when backed up by purchasing
power.
MARKETING MANAGEMENT

Marketing (management) is the process of planning and

executing the conception , pricing , promotion and
distribution of ideas, goods and services to create exchange
that satisfy individual and organizational objectives.
 TOTAL QUALITY MARKETING
1. A new paradigm in customer , employee , supplier and other stakeholder
relationship
2. A long term commitment customer (internal & external) focus and
satisfaction
3. A strategic quality focus to reach the highest quality level and serve the
changing needs of customers and other stakeholders
4. A continuous improvement philosophy focused on customer value in terms
of quality, cost efficiency , delivery and flexibility
5. A total marketing mix to maximize customer value
6. Total employee involvement to develop processes that are customer
oriented, flexible and responsive and constantly improving in quality
7. Continuous improvement to human capital development
Group Exercise No. 1
Examples of Needs & Wants
What are Examples of Demands
 Discussion/Exercise No. 2

During the early 1980s, over 4400 auto dealerships in US went out of
business, William Turnbull, president of NADA, stated that if the
remaining dealers were to survive, they must change their orientation
toward consumers.

Q. What might he have meant by that

statement ?
 MODULE 2

• Opportunities and Challenges – SWOT ANALYSIS

• The 4 Ps in Marketing
• The 7Ps & 7Cs
• Market Segmentation
• Marketing Mix
• Forces Acting on Market Price
• New Role of Marketers
• Database Marketing
• Assignment
BUSINESS SWOT ANALYSIS
SWOT Analysis is a snapshot of a situation highlighting areas of strength ,
weaknesses, Opportunities and threats.

Generally, strengths and weaknesses will be from within your organization and
opportunities & threats will be from outside.

The tool may be useless if it is not used honestly. There is no point in not taking
into account the reality of the situation, good and bad.

It is also useful to complete a SWOT for your competitors and then compare ,
looking for areas , where you can gain competitive advantage.
 The 4 Ps of Marketing

• Product
• Price
• Promotion
• Place
Product
• Quality
• Features
• Style
• Options
• Brand Name
• Guarantees / warranties
• Service / spare parts
Price
• List Price
• Discounts
• Allowances
• Credit Terms
• Payment period
• Rental / lease
Promotion
• Advertising
• Personal Selling
• Sales promotion
• Point – of – purchase materials
• Publicity
Place
• Number and types of middleman
• Locations / availability
• Inventory levels
• Transportation
Total Marketing Mix -7Ps & 7Cs

7 P `s 7 C `s
Products Customer needs & wants
Price Cost to Customer
Place Convenient
Promotion Communication
Physical Evidence Conformance context
Participants Competent people
Process Continuous improvement process
Customized Marketing
• Customer require more customized products
and services
• The new challenges are numerous ,
discontinuous , diverse and coupled
• Change becomes less predictable and
surprise becomes more frequent.
 ASSIGNMENT/EXERCISE 3 :
CUSTOMER SEGMENTATION : Questions to be asked
1. Who are your key customers?
2. Who are your non- key customers?
3. Which customers are buying all products/services that you are offering?
4. Which customers are buying just one product/service from you?
5. How are you taking care of your key customers ?
6. Which customers are you serving most profitably?
7. Which customers are price sensitive/ not very profitable?
8. What do your customer really value from your company?
9. Which of your customers may renew their contracts ?
10.Which customers may not renew their contracts with you ?
11. What promotion appeals best to your customers?
12.Who makes the contract awarding decisions in your customer base?
13.What other products/services can you offer to all your existing customers ?
TOTAL CUSTOMER SERVICE AND THE NEW MARKETING
MIX

Meet Customer
Conformance needs & wants
context (physical Cost to the customer
(product)
evidence) (price)

TOTAL
Convenience CUSTOMER Communication
(place) SERVICE (promotion)

Competent
people Continuous Total Quality
(participants) Improvement
(process)
 THE NEW CONCEPT OF MARKETING MIX

From To
Product Customer needs and wants

Price Cost to the customer

Place Convenience

Promotion Communication

Physical evidence Conformance Context

Process Continuous Improvement

 MARKETING-MIX STRATEGY

Promotion Mix

Sales
Promotion

Advertising
Offer Mix

Products
Sales Channels Customers
Company Services
Force
Prices

Public Relation

Direct Mail
&
Telemarketing
 Marketing
Mix

Product
Quality Place
Features Channels
Options Target Coverage
Style Locations
Market Inventory
Brand name Transport
Packaging
Sizes
Services
Warranties
Price Promotion
List Price Advertising
Discounts
Allowances Personal selling
Payment Period Sales promotion
Credit Terms Public relations
THE FORCES ACTING Economic
ON MARKET PRICE Forces

The current market

Technology change
price/performance Competitor forces
forces
equilibrium situation

Customer
Other Factors
Perception Government
Regulations
 New Roles of Marketers
• Focus on customer value
• Communicate customer expectations correctly to
R&D, product design , redesign , production , etc
• Identify quality gaps
• Take responsibility for process improvement
programs with other team members
• Take leadership roles to implement TQM
• Improve external marketing, and also improve and develop internal and
reverse marketing programs
• After sale marketing to make sure customers are satisfied and remain
satisfied
• Build solid relationship with other functions within business
 WHAT IS DATABASE MARKETING?

A marketing database is an organized collection of comprehensive data about

individual customers, prospects, or suspects that is current, and accessible for
such marketing purposes as lead generation, lead qualification, sale of a
product or services, or maintenance of the customer relationship.
 SALES AND MARKETING DATA PROFILING

Attitudes Locations

Markets

Behaviour Sales actions

MARKETING
PERSON
Transactions Market Promotion

Product

Training Skills
 Assignment/Exercise No.4
CONDUCT A SWOT ANALYSIS OF YOUR ORGANIZATION’S MARKETING
POSITION , AS FOLLOWS:
Stengths Weaknesses

Opportunities Threats
 Exercise No. 5 - Discussion
Priority Setting for Marketing Activity Allocation
Stakeholders (1-10) (0.1-0.9) Total
Importance Weight Score
Ranking
1. Customer

2. Supplier

3. Employees

4. Marketers

5. Media Online

6. Media –Newspapers/
Magazines ,Etc.
7. Society

8. Others
 MODULE 3

• Marketing Planning, Implementation & Control

• The Sales/Marketing Pipeline
• Marketing Process Model
• Documentation of a Marketing Plan
• Factors Affecting Marketing Strategy
• Assignment
A COMPREHENSIVE MARKETING

• Marketing is the function that provides the link between the business and rest of the
world. It is the translator between the needs, trends, and practices of the outside
world and the capabilities of the business.

• Marketing planning is an activity which defines the overall marketing direction.

Typical planning questions are. “What should our product set be in five years”? , “
How are the opportunities in the market changing’? , and “ How should we enter a
new market?’.

• Marketing operations ( or tactical marketing) is concerned with the performance of

marketing activities. Activities like current advertising campaign, market research,
and product instructions are often marketing operation activities.
• Understanding competitors is broken down in activities such as: defining the
characteristics of the competitors, understanding why competitors customers are their
customers, understanding competitors’ terms and conditions, understanding their
manufacturing strengths, and so on.

• Promote products is divided into such as: media advertising, product documentation,
and so on.

• A marketing planning model. How do we make the leap from understand and predict
to develop and promote? How do we use the understandings and predictions to turn
them into product and promotions.
 MARKETING PLANNING

Why we need Marketing planning?

• The planned application of marketing resources to achieve marketing

objectives.

• A logical sequence and series of activities leading to the setting of

marketing objectives and the formulation of plans for achieving them.

• To ensure matching capabilities with the wants of customers to

achieve the optimum objectives of both.

Setting Marketing Goals
• Short term (within 12 months)
• Long term (within 3 years)

They should come from your analysis.

Keep them few and simple, achievable now, grouped
together to focus effort
Being Strategic
• Each goal needs a strategy (or task) – so brainstorm
lots of ways you can achieve a goal
• Decide on a couple of strategies for each goal
Inputs for Marketing Planning Process ?
1. Corporate Objectives
- Non-financial
- Clear and precise
2. Marketing Audit
- Where is the company now ?
- Where does the company want to go?
- How should the company organize its resources to get there?
3. Assumptions
- Standing the planning environment
- Examples : 1) Industrial over – capacity will increase from 105% & to 115% as
new industrial plants come into operation
2) Price competition will force price levels down by 10% across the board
3) A new product in the field of X will be introduced by our major
competitor before the end of the second quarter.
Marketing Planning Process
Contd….
4. Marketing objectives & strategies
- Objectives : What you want to achieve?
- Strategy : How you plan to achieve your objectives?
- Marketing Objectives : About products and markets only

For example : a) Existing products in existing markets

b) New products for existing markets
c) Existing products for new markets
d) New products for new markets
 Marketing Plan Implementation.
• Integration with other functional areas in the organization.

• Short-term thrust VS long-term objectives.

• Active involvement right from the TOP.

• Time frame : Long Term - at least 3 years.

Short-Term - at least 12 months

Action Planning
IDENTIFY:

• How to put your plan into action

• Who will do each activity
• When it will be done
• The resources needed to carry it out
• How you will assess success
Engaging in Marketing Activity
Different types of marketing activity:

• Newsletters/ Articles/ Photos

• Flyers/ Direct mail/ e-news
• Print media-local, State & National
• Endorsements/ ‘Celebrity’ support
• Telemarketing
• Electronic media/ Internet/ Website
• Events/ Stunts
Marketing plan control
Review the marketing plan regularly.

Make changes in marketing strategy for

improvements

Set the next review dates

MODEL OF MARKETING PLANNING PROCESS
1. Corporate Objectives.

2. Marketing Audit.

3. SWOT Analysis.

4. Assumptions.

5. Marketing Objectives & Strategies

6. Estimate Expected

7. Action Programs.
FEEDBACK LOOP
8. Measurement & Review
ANOTHER MARKETING PLANNING & MARKETING
OPERATION MODEL

MARKETING OPERATION
MARKETING PLANNING
Understand & Predict Identify
Market Opportunities
Customers
Competitors
Products
Set
Objectives

Develop
Strategy
DEVELOP
Products
Expectations
Investments Formulate
Organizational Structure Plans

PROMOTE
Products
The Company Implement & Control
Sales to Prospects
Customer Partnerships
 DOCUMENTING A TYPICAL MARKETING PLAN

Section Purpose
Executive summary This present an abbreviated overview of the proposed plan for
quick management skimming.

Current marketing situation This presents relevant background data on the market, product,
competition, distribution, and macro-environment.

Opportunity and issues analysis This summarizes the main opportunities/threats,

strengths/weaknesses, and issues facing the product that the plan
must deal with.

Objectives This defines the goals the plan wants to reach in the areas of
sales volume, market share, and profit.

Marketing strategy This present the broad marketing approach that will be used to
meet the plan’s objectives.

Action programs This answers what will be done? Who will do it? When will be
done? How much will it cost.

Project profits and loss statement This summarizes the financial payoff plan

Control This tells how the plan will be monitored

Fa c to rs Influe nc ing Co m p a ny Ma rke ting
Stra te g y

De m o g ra p h ic / Ma rke ting Te c h n o lo g ic a l/
e c o n o m ic inte rm e d ia rie s p h ysic a l
e n viro n m e n t e n viro n m e n t

Pro d uc t

Ta rg e t
Sup p lie rs Pla c e Pric e Pub lic s
c usto m e r
s

Pro m o tio n

So c io /
Po litic a l/ le g a l Co m p e tito rs c u ltu ra l
e n viro n m e n t e n viro n m e n t