SCRIPT: Marketing

Welcome to our presentation -> It’s me Phong and here is my partner Anh. As you can see here is a big
word: marketing
We decided to choose this topic not only because of its usefulness in real life but we also want to
consolidate this topic for you guys. Without further ado, let’s begin
To make you imagine better what we are gonna talk I have a table of content here, beginning with the
definition of marketing , some features about it ( such as 4P and product life cycle) and we will have
some examples of a wise marketing campaign , and highlight some reasons that make it fails. Last but
not least -> Q and A time

product life cycle introduction: witness a slow growth bcs of huge investment in ad, distribution,
marketing to make consumers be aware of the product + benefits
two contradictory approaches : market skimming (apple + Samsung) Charge/set a high price to recover
development costs a + market penetration ( use sales promotion and coupons to gain market share )
(Grab daily transportation service) use huge discount to attract new users

growth: become popular, so that sales rise. competitors may enter the market. Such competition
increases market awareness and adoption process

Maturity : the market becomes saturated

this stage contains ups and downs bcs of a succession of marketing strategies
the company introduce new ways to to capture new users improve customers retention add new
features, sizes, models ( come at the expense of reduced profits). Due to high competition, sales stabilize
and company strives to have its product exist in this maturity stage

Decline stage: enter decline stage bcs it begins to be replaced (changes in taste, become obsolete)
manufacturers decide to abandon the products and invest in more profitable and innovative products.
Some competitors withdraw -> those who remain gain temporary rise

Shampoo: when using marketing campaigns , we should stay away from sensitive topics such as sex,
race, region. In this case dove clearly violates this rule because they demonstrate racial discrimination
ads. The consequence is that many consumers boycott their products

-> SO we have covered a lot of aspects with regard to MARKETING , we hope that after this
presentation , you guys can have a deeper insights into the marketing field and revise what you have
learned from Mrs Nhung. And Last, It’s Q and A time