MARKETING

The science and art of exploring, creating, and delivering value to satisfy
the needs of a target market at a profit. Marketing identifies unfulfilled
needs and desires. It defines, measures, and quantifies the size of the
identified market and the profit potential. It pinpoints which segments the
company is capable of serving best and it design and promotes the
appropriate products and service. (Kotler, 2012)
Success is achieved by
meeting customer needs.
 Market segmentation, targeting, and product
positioning where segmentation and targeting
identify customers the business will try to serve,
and product positioning creates the product’s or
service's desired image in customers’ minds.
Success of a business

1. Needs
2. Wants
3. Demand
4. value
 Value is typically viewed as the
subjective relationship between the
perceived benefits and perceived costs
of a product or service.
Benefits - cost = customer value
 Marketing is the process of creating
value for customers through exchange.
A marketing plan is
a business
document outlining
your marketing
strategy and
tactics.
MARKETING PLAN

It's often focused on a specific period of time (i.e. over the next 12
months) and covers a variety of marketing-related details, such as
costs, goals, and action steps.
Benefits to a Marketing Plan

Helps you craft

marketing messages
Gives clarity about Provides focus and
that will generate
who your market is. direction.
results. (marketing
message)
CREATE A
MARKETING
PLAN
1. Do a situation analysis
SWOT (Strength, Weaknesses, Opportunities, and Threats)
analysis

This involves identifying your competitors, understanding

exactly how they operate and becoming familiar with their
strengths and weaknesses.
STRENGTH
Strengths are any competitive advantage, skill,
expertise, proficiency, talent or other factor that
improves your company's position in the
marketplace and can't be easily copied.
WEAKNESSES
Weaknesses are the factors that reduce your
company's ability to achieve its objectives
independently. Examples include unreliable
delivery, outdated production tools, insufficient
marketing efforts and a lack of planning.
OPPORTUNITIES
Opportunities are ways for your business to
grow and be more profitable. These can include
seeking new markets, managing technological
change or addressing new consumer trends.
You need to look at how your company's main
skills can be used to take advantage of these
opportunities.
THREATS
Threats are barriers to entry in your primary
markets, such as a labour shortage, legislative
hurdles or detrimental economic or political
developments.
2. Develop a target
market profile
1) Demographic portrait
2) Estimated demand
3) Purchase motivation
 Demographic portrait
Here you want to demonstrate that you know your customers inside and
out, including their expectations and their whims. Your profile should
include basic demographic portraits that paint a clear profile of your
clients. Look at characteristics such as age, sex, profession or career,
income level, level of educational attainment and geographic location.
 Estimated demand
You'll want to provide research that shows the estimated demand for your
product or service as well as the rate at which that demand is expected to
grow. This builds confidence within financial institutions that your business
has growth potential.
 Purchase motivation
It's also important to understand exactly what motivates customers to buy.
Are your clients looking for savings or a way to simplify their lives, for
example, or are they just shopping for pleasure? Ask yourself why they
would buy your product or service. In the same vein, you may want to
know what keeps customers away from your competitors’ products or
services. Are they too costly? Do they lack something unique? These
insights will help you develop a product or service that outshines the
competition.
3. Set clear marketing
objectives
Here you describe the desired outcome of
your marketing plan with attainable and
realistic objectives, targets and a clear time
frame.
4. Determine your
marketing strategy
Once you’ve determined your objectives and targets, it’s
time to look at how you’ll promote your business to
prospective customers.

Strategies typically cover the Four Ps of marketing:

Product, price, place & promotion

 Your choice of marketing vehicles will be
governed by the profile of your target market,
so you need to understand how different
vehicles reach different audiences.
5. Create your financial
plan
A marketing plan without financials has little clout.
Financials can also be included in a general business
plan.

One document you’ll need to produce is a budget and

sales forecast. This doesn’t have to be complex; in fact,
it’s wise to keep it simple. It may help to start with the
following questions:
 How much do you expect to sell?

What will you be charging?

One document What will it cost to produce your

products or deliver services?
you’ll need to
What will be your basic operating
produce is a budget expenses? Be sure to include
recruitment costs and salaries here.
and sales forecast.
How much financing will you need to run
your business?
DESIGN CONCEPT
Design Concepts

1. Golden Ratio/ Rule of Thirds

2. Be Deliberate
3. Contrast/ Similarity
4. Simplicity
5. Form and direction
Golden Ratio/ Rule of Thirds
The Golden ratio is a pattern that is often seen in nature.

It’s when you divide a line by approximately 1.62 its length. This
creates a ratio so that (a+b)/a = a/b = the Golden Ratio (displayed
below).
Rule of Thirds
The Rule of Thirds is a variation of the Golden Ratio. Objects can
be placed to follow the guidelines, focal points can be placed at
intersections, or composition can change between sections.
Both the Golden Ratio and Rule of Thirds can be
used in illustration, logo design, print design, and
studio art in order to create interesting and
aesthetically pleasing compositions.
Be Deliberate
Designs usually follow certain rules of alignment, pattern, and
symmetry. However, in order to make designs interesting and
unique you may break away from a certain rule from time to time.
Contrast / Similarity
Contrasting elements bring a sense of sharpness and dominance
within a design. This is very useful when creating bold graphics or
clear divisions within a website or brochure.
Contrast / Similarity
Similar elements bring a sense of harmony within a design.
Repeating shapes and patterns create compositions without a
dominant focal point. Using similar values allows for subtle
changes that are useful for backgrounds and shadows so they do
not draw too much attention.
Simplicity
There are many amazing designs that have intricate details. What
I mean is that designs should have an element of simplicity.
Simplicity can come in the form of negative space and
composition, forms and shapes, or patterns and gradients.
 Often times people are attracted to familiar
shapes or relief within a design, so don’t make
your design too convoluted.
Form and Direction
Different forms and directions evoke different emotions. Rounded
corners are often “gentler” and more “playful” while sharp corners
are often “harsher” and more “serious”. Vertical lines are orderly
and alert while horizontal lines are balanced and still.
 Deliberately apply forms and directions to
your design. If you’re designing for a certain
brand, consider the product, target audience,
and purpose of the brand before you jump into
designing.
CONSIDERATION FOR
LOGO DESIGNS
TIPS AND CONSIDERATIONS
1. Simple is best
2. Logo types
3. Designs and Color
4. Logo variations
5. File types
 KIS
simple is best
LOGO TYPES
vector or raster
DESIGNS AND COLORS
Two color logo
LOGO VARIATIONS
Variations of logo
FILE TYPES
 SCENARIO:

If you are given the chance to be

part of the booths in CAS WEEK;
what will you actually sell?

ACTIVITY 4 As a group create a marketing

plan that we discuss during the
class.

The 5 CREATE A MARKETING

PLAN PROCESS should be in
your paper.
 Name of booth

Requirement Products that you are selling

https://www.bdc.ca/en/articles-tools/marketing-sales-export/marketing/pages/5-no-nonsense-strategies-attract-customers.aspx

https://espresso.digital/brand-strategy-considerations-for-logo-designs/