Marketing and PR

Presented by
Dr Masood Butt
DBA,MBA,MA,MCIM,MIMC

Center for International Private Enterprise

Copyright © 2007
Mission
Marketing

The term was first defined in 1937 by American

Marketing Association (AMA) and later on
revised as below:

 "Marketing is an organisational function and a set of

processes for creating, communicating, and delivering
value to customers and for managing customer
relationships in ways that benefit the organisation and
its stakeholders."
Ten truths of Marketing

1. The customer does not have to see things from your point of view
2. Information costs money-and it may take time gather
3. Firm must add value in order to add to price
4. Most firms potential is strongly influences by personnel
5. Retailers and manufacturers have different interests
6. The marketing place is increasingly global
7. Few small succeed in unseating a giant, yet they are a major
threat
8. Transactionism is equipped to complete with relationship
marketers
9. Stream line production and distribution tasks
10. Market share, unlike body weight is very difficult to gain and very
easy to lose
Types of Marketing

Services
Marketing

Network Evangelism
Marketing Marketing

Marketing

Diversity Relationship
Marketing

Experiential
Marketing
Marketing Mix
Target Market Analysis
Product / Service Mix
Promotion Mix
Advertising

Advertising may be described
as the science of arresting
the human intelligence long
enough to get money from it.

The aim of advertising is not

to state the facts about a
product but to sell a solution
or a dream.
Media Marketing

Matching the needs and
expectations of your
customers (target market)
to the appropriate media.

Selection is made based on

the profiles of various
media that is available,
which also evaluating cost.
The Role of Media
New Media Marketing
New Media Marketing is a relatively
new concept utilised by businesses in
developing more transacted
community, which allows customers
to congregate and extol the virtues of
a particular brand.
It includes
• Internet
• Mobile phones
• IPODS
• PDAS
Internet Marketing
Public Relations
Public relations involve:
1. Evaluation of public attitudes and
opinions.
2. Formulation and implementation of
an organisation's procedures and
policy regarding communication with
its publics.
3. Coordination of communications
programs.
4. Developing rapport and good-will
through a two way communication
process.
5. Fostering a positive relationship
between an organisation and its
public constituents.
Public Relations

Providing mass media with stories and news releases
concerning industry, profession, or community.

Providing trade and professional journals with information
about developments of services of industry, profession, or
community.

Maintaining an ongoing public relations committee

Providing members with information they can use

Providing speeches members can use for public relation
purposes

Providing members with public relation films, cassettes,
and discs they can use

Maintaining a speakers’ bureau

Conducting a national “week” for the industry or
profession
Public Relations

Maintaining a display booth which goes to exhibits around
the country or world

Conducting an annual tour to cities to meet with and
discuss mutual problems with citizens, local government,
and enforcement officials

Providing tips on breaking news events to selected
reporters and commentators

Sponsoring photograph contests

Providing television documentaries

Sponsoring “career days” and safety programs in schools

Publishing directories containing profiles of member
companies to be distributed
Use Of Public Relations
Membership
Forms

Communication Services

Retention Needs
Membership

Referrals Discount

Recruitment
Motives of Membership

Professional and personal recognition

Monetary gains from contact with new customers,
clients, or allies

Personal ambitions to accomplish individual goals

Networking opportunities with other business associates

Educational programs

Corporate and personal-image improvement

Industry or community involvement

Valuable information sources

Personal and professional growth and development
Motives of Membership

Political contacts and information

Pro-business participation in government

Project that improve the community r the industry

Publications

Services and benefits such as health or liability
insurance

Latest technology information

Social functions

Unity

Economies of scale

Feeling of belonging to a group

Opportunity to influence public policy
What Members want

 The companies not to have extensive personal

information.
 Willing to tell some companies what they might like to
be informed about.
 Companies to reach them only with relevant
messages and media at proper times.
 Want to be able to reach companies easily by phone
or e-mail and get a quick response.
What Business
Associations want

 To know many things about customer and prospect.

 To tempt with offers, including those that they
might have awareness of or interest in.
 To reach them in the most cost-effective way
regardless of their media preferences.
 To reduce the cost of talking with them live on the
phone.
Members Recruitment
Relationship
Tips on Members Recruitment

Establish a President’s club

Establish a Chairman’s club

Provide special complimentary
terms

Give lapel pins or other jewelry

Have special seating at
association events

Hold drawings for prizes

List in association publications

Display a large sign at listing

Hold special luncheon or dinner
Marketing Plan