Marketing Essentials

The Marketing Process

Framework to solve Marketing Problems –

i) 5C
1. 5C Analysis
Used to analyse the problem statement.
2. STP – Segmentation, Targeting, Positioning
ii) STP Used to identify the right customer for the
product or identify gaps in current targeting
strategy.
3. 4P – Deciding the Marketing mix
iii) 4P Finalize your strategy using the 4P framework
 Framework – Marketing Process

5C

STP

4P
 i) 5C
Company Competitors
Goals and objectives Who are your primary competitors?
Product Line and Brand Image Any substitute available for your products?
Your Strengths and Weaknesses

Customers –
Are you selling what they need?
Decision making process
Market size and growth

Context Collaborators
PESTEL analysis tool used to gauge the External parties having shared interest in the
environment company
Suppliers
Distribution channels

For in depth check - https://en.wikipedia.org/wiki/Situation_analysis

 ii) STP

Explained more in depth in the PPT – Market Segments

 iii) 4P
• Product/Service made to meet customer
need. Marketing decisions depend on
the stage of Product Life Cycle the
• Place – How the product will
product is in.
reach the customer –
Placement/Distribution
• Ideally, customer needs drive product
development. Some products (eg. Mac),
however, are developed and then
demand is generated later.

• Price – Perceived value of • Promotion – Communication

product/service to the customer aspect of marketing.

• Ability to charge a premium is

dependent on how to customers • Includes Advertising, sales
perceive the product promotion, special offers, and
public relations.
• Also dependent on distribution plan
and pricing of competitors

In depth – https://www.cleverism.com/understanding-marketing-mix-concept-4ps/
https://marketingmix.co.uk/
Thank You