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    Uğur Öztürk
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    Marketing involves creating value for customers through communication and exchange. The marketing process includes selecting target markets, developing a marketing mix of product, price, place and promotion, and creating a positioning strategy. Market segmentation divides consumers into groups based on geography, demographics, psychographics and behavior. Targeting selects specific segments, and positioning communicates the unique attributes that distinguish a product from competitors for the target market. Marketing communications transmit product information to target audiences with the objectives of informing, persuading and reminding.

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    Marketing involves creating value for customers through communication and exchange. The marketing process includes selecting target markets, developing a marketing mix of product, price, place and promotion, and creating a positioning strategy. Market segmentation divides consumers into groups based on geography, demographics, psychographics and behavior. Targeting selects specific segments, and positioning communicates the unique attributes that distinguish a product from competitors for the target market. Marketing communications transmit product information to target audiences with the objectives of informing, persuading and reminding.

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    9 views30 pages

    Communicating With Consumer-2

    Uploaded by

    Uğur Öztürk
    Marketing involves creating value for customers through communication and exchange. The marketing process includes selecting target markets, developing a marketing mix of product, price, place and promotion, and creating a positioning strategy. Market segmentation divides consumers into groups based on geography, demographics, psychographics and behavior. Targeting selects specific segments, and positioning communicates the unique attributes that distinguish a product from competitors for the target market. Marketing communications transmit product information to target audiences with the objectives of informing, persuading and reminding.

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    of 30

    Assc. Prof.

    Ceyda Aysuna Türkyılmaz


    Marketing Communications

    20.03.2022 2
    What is Marketing?

    Marketing is
    the activity, set of institutions, and processes
    for creating, communicating, delivering, and
    exchanging
    offerings
    that have value for customers, clients, partners, and
    society at large.
    The Process of Marketing
    Marketing Strategy

    Creating Marketing
    Target Market Selection Mix

    Segmentation Product
    Price
    Targeting
    Place
    Positioning
    Promotions

    20.03.2022 4
    20.03.2022 5
    20.03.2022 6
    Segmenting Consumer Markets

    Geographic

    Demographic

    Psychographic

    Behavioral

    20.03.2022 7
    Targeting

    • Selecting the target audience


    (TA)
    – for whom your product or
    service
    – is meant to be, most likely
    based on
    • Age group
    • Likes and dislikes
    • Gender
    • Socio-economic factors
    • Geographic location
    Examples..

    20.03.2022 9
    Positioning

    • refers to the image your target


    audience has regarding your
    product or service as
    compared to your competitors

    • It is all the more essential in


    today's setup, where literally
    no sector is devoid of an
    oligopolistic setup

    • Primary, and in most cases, the


    ONLY objective:
    – To highlight your product's
    USP in the most striking
    manner
    Positioning on the basis of product attributes
    and /or benefits
    Safety
    Prestige
    Positioning on the basis of price
    Positioning on the basis of product usage /style
    Positioning on the basis of users of the
    product
    Positioning on the basis of product category

    Probiotics
    Diet products

    Vegan products

    Organic products
    Positioning on the basis of competitors

    When Colgate first entered the market, it has focused on family toothcare while its
    rival Pepsodent focused on children toothcare.
    Because of the competition, Colgate repositioned itself on children toothcare.
    Marketing Mix

    PRODUCT PLACE
    Product characteristics, Different types of distribution
    options, assortment, brand channels, density of the distribution
    name, packaging, quantity, system, trade relation mix (policy of
    factory guarantee margins, terms of delivery, etc),
    merchandising advice
    PRICE PROMOTION
    List price, usual terms of
    payment, usual discounts, Advertising
    terms of credit, long-term Sales promotion
    saving campaigns
    Personal selling
    PR
    Marketing Communications

    20.03.2022 21
    Marketing Communications

    A process by which product information is


    transmitted to the target audience

    PRODUCT

    INFORMATION

    TARGET AUDIENCE
    Key Objectives of Marketing
    Communications

    20.03.2022 23
    MarCom: MAIN OBJECTIVES

    PERSUADING
    INFORMING •Product
    •Product Launch Sales Growth phase
    phase •Competitive
    •Explanations of positioning
    Product’s
    TARGET
    features & benefits AUDIENCE

    REMINDING
    •Product Maturity phase
    •Applies to consumers’ memory
    (brand specific)
    Information Objective

    20.03.2022 25
    Persuasion Objective

    20.03.2022 26
    Reminder Objective

    20.03.2022 27
    What about this one?

    20.03.2022 28
    Marketing Communication Mix

    Advertising

    PR Sales
    Promotions
    Communication
    Program

    Personal Direct
    Selling Marketing
    Basic Tools of Marketing
    Communications
    EXHIBITIONS SPONSORSHIP
    CORPORATE IMAGE PACKAGING
    MERCHANDISING POS MATERIALS
    STORE DESIGN WORD-IN-MOUTH
    MOBILE INTERNET
    COMMUNICATIONS PRODUCT PLACEMENT
    BILLBOARDS
    EVENT MARKETING

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