MARKETING PRINCIPLES AND METHODS

FOR COMMUNITY ORGANISATION

MARKETING
 Is the management process responsible for identifying, anticipating and satisfying
customers’ requirements profitable?
IDENTIFYING (SITUATION ANALYSIS)
 This can be done by conducting a research where the organisation will be able to know
what the customers want, where they are and how many they are.
ANTICIPATION
 Expectation of fulfilling their promises to their customers. This can be done by having
adequate resources, equipment’s, funds and personnel etc.
SATISFYING
This is the process of providing the right products at the right time, quality, price, and to the
right place.

ROLES OF MARKETING
1. It helps to find out what customers’ needs and wants so that the right products or
services are provided.
2. It helps to gather information and feeding this information to other functions or
departments in an organisation or company.
3. It helps to identify ways of meeting the needs of targets customers.
4. They help in attracting financial backers by displaying organisation activities on an
organisation websites.
5. It helps to provide the right services to the customers or community members.
6. To improve the living conditions of people in the community.
PRINCIPLES OF MARKETING
1. An organisation needs to have a corporate vision .This helps the marketing to
know what it wants to achieve and what to do in order to achieve it .
2. They need to consider key factors for successful marketing such as product, price,
promotion and place.
3. They should take marketing as business organisation since all department religion
it for information.
4. They need to understand their customers or clients so that they should find ways
how to produce their products effectively and meet their needs and wants
RELATIONSHIP BETWEEN MARKETING AND OTHER FUCTIONS IN AN
ORGANISATION
In business these are several function or departments that helps the organisation or
business to be successful most of the times they make collective business decisions,
have specific goals apart from marketing function other organisation department include=
Accounts = human resource = sales and production

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 NOTE (FUNCTIONS OR DEPARTMRNT)
Who needs to work hand in hand with marketing function.

 SALES DEPARTMENT: Will deliver their goods and services depending on the
information provided or gathered by marketing function which will also motivated
with way sales offers their services and handle relationship between marketing
department with community members.
 HUMAN RESOURCE DEPARTMENT: Provides personals to marketing
department for it to carries outs all job adverts on behalf of human resource
department.
 PRODUCTION AND MARKETING: For production department to produce
their goods they depend on marketing department to feed them with information
that can help them to know
 the types of products needed by customers so that they can produce the right
products In the right amount.
 ACCOUNTS DEPARTMENTS: For marketing to fulfil the duties they rely on
accounts for financial support and once the marketing has offered their services
effectively on account department will realise more money due to more sales.

HOW MARKETING CONTRIBUTESTO THE PERFORMANCE OF
VULUNTARY/ COMMUNITY ORGANISATION
 It helps to ensure that the right output(services)are chosen to bring about the
outcomes that the services users need.
 It helps to satisfy the need within the range of context of an organisation .Mission
and values marketing as an investment.
 It helps to understand how marketing contributed to business strategy.

MARKETING POSITIONIG, SEGMENTATION AND TARGETING

 POSITIONIG: Is the process of identifying a place where to market/sell the products or
services. This process considered putting within the right time.
WHEN POSITIONING APRODUCT: Geographical position and behaviour of people also need
to be considered, if helps to select the right mode of transport.
 MARKETING SEGMENTATION: This is a process of dividing the market according to
customer’s needs. This helps to target customers that they should be able to trace and meet their
needs easily. For example, the community can be segmented depending in the types of goods and
services to be provided for instance hospitals, schools for education , police unit for security ,
counts for justice etc. This is done to targets the clients who have different needs.

Market Segmentation

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Market Segmentation is the process of breaking the market in small sub
divisions, with each sub division (called a market segment), having customers
with similar needs and wants and that respond similarly to market offers.

A market segment consists of a group of customers who share a similar set of

needs and wants.

How are markets segmented?

(Basis for segmenting markets)

1. Geographic segmentation. This calls for dividing the market into

different geographical units such as nations, states, regions, counties,
cities, and neighbourhoods. The company can operate in one or a few
areas, or operate in all but pay attention to local variation.
2. Demographic segmentation. The market is divided into groups on
the basis of variables such as; age, family size, family lifecycle,
gender, income, occupation, education, race, generation, nationality,
and social class.
3. Psychographic segmentation. Psychographics is the science of
using psychology and demographics to better understand consumers.
In psychographic segmentation, buyers are divided into different
groups on the basis of psychological/personality traits, lifestyle, or
values. People within the same demographic group can exhibit very
different psychographic profiles
4. Behaviouristic segmentation. Many marketers believe that
behavioral variables—occasions, benefits, user status, usage rate,
loyalty status, buyer-readiness stage, and attitude—are the best
starting points for constructing market segments.
Benefits of Market Segmentation

(a) Market segmentation enables effective understanding of customers’

needs and wants because the company is closer to its customers.
(b)Market segmentation facilitates efficient allocation of resources as
resources are highly targeted for interventions that best reach the
customers
(c) Market segmentation also helps formulation of appropriate marketing
strategies since customers expectations are better understood
(d)Market segmentation facilitates market targeting in the sense that
marketers are able to identify and select the customers they want to
target.

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What makes a good market segment?

To be useful, market segments must rate favourably on five key criteria:

 Measurable. The size, purchasing power, and characteristics of the

segments can be measured.
• Substantial. The segments are large and profitable enough to serve. A
segment should be the largest possible homogeneous group worth going
after with a tailored marketing program. It would not pay, for example,
for an automobile manufacturer to develop cars for people who are
under four feet tall.
• Accessible. The segments can be effectively reached and served.
• Differentiable. The segments are conceptually distinguishable and
respond differently to different marketing-mix elements and programs.
If married and unmarried women respond similarly to a sale on perfume,
they do not constitute separate segments.
• Actionable. Effective programs can be formulated for attracting and
serving the segments

Market Targeting and Positioning

Market Targeting is the process of identifying and selecting the market to target for a
company’s market offers. Targeting is done after a successful market segmentation
process.

Market Targeting Strategies

(a) Focus/Concentrated Targeting. This involves selecting a single market as a

target group for company’s goods and services. This is also called single-
segment concentration. For example, there are organizations that focus on
climate change management as their area of focus while others focus on
human rights projects. Through concentrated marketing, the firm gains a
strong knowledge of the segment’s needs and achieves a strong market
presence. Furthermore, a firm enjoys operating economies through
specializing its production, distribution and promotion. The risk is when a

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 market segment is invaded by a competitor. For this reason, many companies
prefer to operate in more than one segment. What is needed is for a company
to pay close attention to segment interrelationships on the cost, performance,
and technology side.
(b) Differentiated Market targeting. The firm operates in several market
segments and designs different products and strategies for each segment.
(c) Undifferentiated Market targeting. The firm ignores segment differences and
goes after the whole market with one offer. It designs a product and a
marketing program that will appeal to the broadest number of buyers. It relies
on mass distribution and advertising. It aims to endow the product with a
superior image. Undifferentiated marketing is "the marketing counterpart to
standardization and mass production in manufacturing.

Positioning

Positioning is the act of designing the company's offering and image to occupy a
distinctive place in the mind of the target market. The goal is to locate the brand in
the minds of consumers to maximize the potential benefit to the firm. A good brand
positioning helps guide marketing strategy by clarifying the brand's essence, what
goals it helps the consumer achieve, and how it does so in a unique way. The result of
positioning is the successful creation of a customer-focused value proposition, a
cogent reason why the target market should buy the product.

The basis for positioning is differentiation. Differentiation helps organizations achieve

competitive advantage.

Types of Differentiation

1. Product differentiation.
2. Channel differentiation (coverage)
3. Image differentiation

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 TARGETING: The process of offering right services or products according to people needs.

MARKETING
METHONDS, TOOLS AND TECHNIQUES
1. These are the mediums/channels that are being used /employed /prior/before /during and
after marketing activities /projects with an aim of exchanging information that will be helpful
for the Betterment of the project.
2. These tools include: radio, telephone, email, magazine, newspaper, word of mouth, and
website.
3. These marketing tools has been categorise into two

TYPES OF MARKETING TOOLS

1. TRADITONAL MARKETING TOOLS: Are those channels which have been used for a
long period -time such as: radio, TV, newspaper, email, website, and telephone
2. CONTEMPORARY MARKETING TOOLS: Those are tools which have just be
introduced on the market such as social media, Facebook, twitter and WhatsApp some of
these marketing can be ‘’cheap cost’’ amongst these some can be on line marketing tools
because they need network internet for them to be used such as telephone , emails, website
and social media.
3. THE PAID MARKETING TOOLS INCLUDE: RADIO, Newspaper, email ,
4 FREE MARKERTING TOOLS: include word of mouth and some social media

IMPORTANCE OF MARKETING TOOLS IN COMMUNITY ORGANISATION

 The rise in use of online marketing tools and other tools has supported public relation of the most
organisation that needs to work hand in hand with other stakeholders.
 The marketing tools are helpful because :
1. They help organisation to secure funds from donors and other financial institution through the
use of email which is being used in sending proposal.
2. Emails also helps in sending reports to the donors in order to inform them on how the project
is progressing this will encourage donors to release more funds which will sustain the
project/organisation
3. Radio ,Tv , newspaper and magazine can be used in advertising the goods and services
offered by an organisation inured to persuade remind and inform customers to buy
4. Radio ,newspaper ,Tv , magazines and word of mouth can be used to sensitise/educate the
community be used to importance and dangers of some behaviour /programs campaign
5. Website are also used inorder to inform others about what an organisation is doing.
6.
MARKETING RESEACH
ISs the process of gathering /collecting data that will be used in marketing.

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TYPES OF MARKTING RESEARCH
 QUANITATIVE RESEACH
This is the type of research that is done inorder to know more about the statistics of figures /
numbers based on topic of your research.
 For example an organisation may be interesting in finding out more about the number of
houses destroyed the cost of demand and lost proparties ,this will enable those who will
implementing the project to know exactly amount of money will helps in solving the
problems ( survey use of questionnaire ,interviews ) tools on quantitative.
 QUALITATIVE RESEARCH
 Individuals and institution research inorder to know more about an issue such as causes of
flooding ,effects of flooding and solution that can be given. It important for an organisation to
combine qualitative and quantitative because it will help in having aclear picture about the
problem to know more about an issue.

METHODS OF CONDUCTING RESEARCH

 Marketing research can be done through:
 Survey
 Use of questionnaire
 Forums of meeting /debate online research through email
 Phone and social media
 Interviews
 Observation and focus group discussions
TYPES OF DATA USED IN MARKETING RESAERCH
a. PRIMARY DATA/FIELD RESEARCH: Is the first hand information
collected direct from the source of grassroots. This is alsoknow as field
research.
b. SECONDARY DATA/FIELD DESK RESEARCH : IS where individuals are
using second hand /already published information this is also know as desk
research.
IMPORTANCE OF MARKETING RESEARCH
 Helps to know the needs of community so that the right project should be
implemented.
 It helps an organisation to identify their competitions and learn more about
what they are doing which will help them to improve their performance
inorder to attract financial customer.
 Marketing research enables an organisation to know more about the
community where they are to implement their project /business so that
they should avoid business/project that will environmentaly,
culturally ,socially and economicaly.
 It helps an organisation to learn more about how the project has changed
the behaviour of through impact assessment analysis.
MARKETING MIX
This is combination of factors that can be controlled by accompany to influence
consumers to purchase its product

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 This was originally conceived as 4ps:prize ,place , promotion and product,
reflecting the importance of customers in current thinking
The four ingredient have grown seven as the marketing has realised the
importance of people , physical evidence and the marketing mix .There are
called extended marketing mix and they focus much on services providers.
Marketing mix is applicable cross the whole range of business activities from
manufacturing through retail and services to government activities. These mix
provider common set of componets .To use when considering marketing
activities it sets up common from mmma marketing
Marketing language that involves in marketing can use. These targets the customer or
clients to buy or acces the products or services.
 PRODUCTS: The products or services that customers acquires product are
tangible goods which are provided by companies to the customers while services
are intangible goods provided by charitable and private organisation inorder to
satisfy the needs of clients / customers or community members. This research
helps to know the what product or services to provide when to provide it , how to
provide it.
 PRICE: The amount of money customer will have to spend to purchase the
product or services community development /provided freely without any
payment because they are provided on philanthropic basis (love of man)while
product are offered by private organisation.
They involve pricing strategies, marketing penetration pricing strategies.
 PLACE/DISTRIBUTION: This element of the marketing mix is dynamic
and fast moving areas .This involves the movement of goods from point A to
point B. For customers to be easy for them to access it may even involve the
delivery of the goods their own homes.
Community development organisation they implement their project in
different communities in order to help them meet their needs. In community
organisation the following are considered .This mix covers the variety of
channels of distribution for example.
Producer – consumer
Producer – agent – consumer
Producer – agent- wholesalers – retailer- consumer
 PROMOTION: This is the largest element in the marketing mix and covers
number of marketing tools used in getting the message to the customer .It
focuses on how customer get to know or product or services , feature and
benefits and how they might be persuaded to by the produced/services.
It plays a vital role in creating the right image for the organisation .This helps to
educate and inform customers about the productor service.
It helps to persuade customers to by or the community to persuade them to become
into becoming repeat and regular participate.
It helps to customers/client and to create and maintain ecorporate image and
identity.

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 EXTENDED 7psFOCUSES ON THE SERVICE PROVIDERS
Extended 7ps include physical evidence people and process are specifying
targeting services provides and retail out let ( work place )THISE will help in
providing quality services , creating good relationship with general community
 PHYSICAL EVIDENCE: This relates to areas such as colour used by an
organisation or company design layout of the promises so that workers and
customer should be feel comfortable when offering and accessing services
backgrounds music that can make the workers to be more entertained and a
live comfortably , good working and qualification award won by featured
articles from the press can be displayed for customers , clients the is a
confirmation that they have come to the right place it is an enjoyable
environment with an identifiable staff who are suitable qualified.
 PEOPLE: For an organisation to be successful it needs to promote the welfare
of its employees which will be used as a motivation tool. Companies and
organisation trains their personnel with an aim of providing quality services
and easily access benefit that an employ need to receive.
 PROCESS: For workers to provide quality services they need to be provided
with all relevant resources.

MARKETING PLANNING
This is a process of deciding currently about what need to be done in future so that
marketing and organisation objectives should be met.
IMPORTANCE OF MARKETING PLANNING
It helps to motivates staff because it will enable them to know exactly what needs to
be done, when it will be done, how it will be so that they can came up with accurate
results.
Its helps to secure participation and involvement of people in organisation program
since the plan clear y shows the duty of every stakeholder.
It helps to prevent the tendency of placing all efforts on present ( here and now)
therefore it will enable people to know in advance what will be done next.
It promote commitment /hard working spirit because everyone is aiming at achieving
the objectives .
It enable people to make better decisions since they follow what is on the plan( used
as a working documents)
.
STAGES OF MARKETING PLANNING PROCESS

 ANALYSIS: This covers the background information collected from research

which will help in marking effective decisions.
 PLANNING : Marketing manager came up with adraft /plan on how they are
going to carry out their marketing activities .
 IMPLEMENTATION STAGE: What they planned is being put into
practice /actual work is being carried out.

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  MONITORING STAGE: The organisation /marketing department is able to
do some frequent follow ups about the program are being carried out inorder
to identify their strength and weaknesses.

 EVALUATION STAGE.

KEY COMPONETS OF MARKETING PLAN

 OBJECTIVES /VISION: A marketing plan should clear show what the

organisation marketing function /department is going to intending to achieve,
this helps the person to have a focus on what need to be done.
 MARKETING RESAERCH /AUDIT : An organisation should indicates in
their plan about how the marketing audits is going to be done.
This will help to review the marketing environment such as existing internet and
external factors that can affect the fulltime plan of an organisation.
It helps to review on how the marketing activities such as marketing mix are
influence the success/failure of an organisation.
It helps to review the importance of marketing system such as marketing research that
was conducting by an organisation.
 SWOT ANAYSIS
The organisation should outline on how it was going to maintain/improve its
strengths and opportunities and also how to deal with weakness and threats
It is important for an organisation to be more familiar with swot
Budgeting which will help how much will be needed to be spent for marketing they
us.
NB : Trading marketing mix enables most organisation in satisfying their customer or
clients because they are able to provide services /provide to the right place at the
right price at the right marketing channels at the right time
 BRANDING
Is a company name ,symbols , colour , package, design , slogan which should assist
in creating , stimulating and maintaining demand.
Branding is actually every general term covering branding names design trade
markets symbol etc.which may be used to distinguish one organisation goods or
services from another .
Branding names refers strictly to letters words or groups of words which can be
spoken .
Trade mark however is alegal term covering words and symbols which can registered
and protected .
REASON FOR BRANDING

A. MEMORY RECALL OF ORGANISATION IS FACILITATED : T his

could be lead to more rapid initial buying action *people will be able to
recognise or know the organisation once it is well branded

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 B. Advertising can be directed more effectively and linked with other
communication program
C. It leads to an acceptance of a project or services. This is done in this way
because all organisation are registered by government who allocate or direct
organisations to communities when they will offer their services.
D. Display space is more easily obtained and special promotions are acceptable
E. It brings an awareness to people about an organisation. T he strength of brand
presence in the targets customer mind
F. It helps to join emotional brands by typing the brand in the mind of targets
customer (brand association )
G. It may give manufactures/provides agreater control over marketing strategies
and channels of distribution .
H. It makes segmentation easier different brand of similar product may be
developed to meet specific categories.
TRADE MARK
Legal term covering letter symbol which can be registered and protected by the law .
CREATIVE BRAND IDENTITY
Brand identity includes : brand as a product organisation as a symbol an a person.
Instead create products family image or company image associated with all products.

THIS HELP TO REDUCE COST ABOUT SOME PROBLEMS CAN RISE

SUCH AS ARE::
 Difficulties or marketing different quality grades
 Advertising of devising sufficiently clear advertising and
communication objectives and assigning expenditures
 The risks of damage of existing lines by the introduction of un
successful products .
 Difficultie of marketing arrange of products which it may be
undersirable to relate closely.
= Companies who use an individual brand policy normally have brand
manager who are concerned with marketing and profitable of particular
brand and rensponsiblityaccouting methods can therefore be employed

PRINCIPLES OF BRANDING
Keep it simple
Aviod sub-brands
It should be perception of quality put your brand definition in writing
Be consistent and patient because building strong brand take time.
It should be different from others

EVALUTING BRAND SUCCESS

= This can be done by taking potents customer by hiring professional
consumer research and monitoring
= This helps to identify the strength and weakness
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 = To know the success of brand is by bench

BRANDING APPROACHES /APPROCHES TO BRANDING

1. INDIVIDUAL BRAND APPROACH : The product are not
related from the company name e g muli brothers, axe bus
company
Advantage of individual approach
= one product can not affect the other
Easy to make profit
= attract more customers
Disadvantage
= It is expensive
= Time consuming
2. FAMILY BRAND APPROACH
The name family of company is set just some with its products
e.gunilever company.
Advantage of family brand approach
= Easy to attract customer
= Cheap to advertise product
= Easy to identify
DISADVANTAGE
If one product have been affected it will affect all products.

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