Management

Lecturer: Thanapat Kaweetraiphop

Represented by
Wilasinee Seesongkram
Path of marketing sucessful

Understand Try to do Make

Customer different Profit
Ratio between what
customers get and what they give.
Channel
Product and Service  
Image
●Symbols,Colors,Slogans
=
Special attributes

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 Understand Customer
Offer right serve to customer

NEEDS
CUSTOMER
01 Basic human requirement
INSIGHTS
In-depth understanding of
customer by analysis all data and
focus group Secret needs

State needs
WANT
02 Choices to satisfy the needs. Unstated needs

03
DEMANDS Real needs
Wants for specific products.
(With ability to pay)

Delight needs
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Important Words in the Marketing
01 MARKET
Place to buy and sell products
“Satisfied”

02 MARKETING
Process to create exchanges “Profitable”

“Sustainable”
03 MARKETING
MANAGEMENT
The art and science of choosing target
markets and getting ,keeping,
And growing customer through
creating , delivering and
communicating superior customer
value.

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 Marketing Strategies
Challenge
Orthodoxies
Insights Concept

Harnessing
Trends 02 04
01
03 05

4 lenses
innovatio Project
n Value Proposition
Leveraging Canvas
Resources
What problem?
How to solve?

Understanding
Needs
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VALUE POSITION CANVAS
PRODUCT INSPIRED
INNOVATION
VALUE CUSTOMER
POSITION PROFILE

CUSTOMER INSPIRED
INNOVATION 6
Integrated Marketing Strategy

Product Price
Target
Market
Integrated
Channel Marketing
Communication

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Integrated Marketing Strategy

Feature
Product Price
Packaging
Target Labelling
Market
Integrated Supporting elements
Channel Marketing
Communication Product portfolio

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Integrated Marketing Strategy

Set between cost

and customer
Product Price value

Target Other influent

Market factor on setting
Integrated price
Channel Marketing -Competitor’s product
-Customer bar gaining power
Communication -Government constraints
-marketer’s objective

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Integrated Marketing Strategy

Direct or
Product Price intermediate

Target
Market
Integrated Decision on channel
will affect all the
Channel Marketing
others
Communication

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Integrated Marketing Strategy

Advertising
Product Price
Sale promotion
Target
Public relation
Market
Integrated Personal selling
Channel Marketing
Communication Direct marketing

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 STP Marketing Process
or

- To identify and describe the market segments

Segmentation - To choose the work which is suitable for yourself

or
- To evaluate the segment of the market.
Targeting - To select the target of our product

- To design a product and service

Positioning to meet the segment needs

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 Packaging

“Customer look 8 sec to design what to buy”

Packaging need to attract customer

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Packaging
Science
Art Enclose or protect product
Technology

Types of packaging
 Primary packaging : direct contact with the product

 Transport package or distribution package : outer layer use to

ship, handle, or protect inner package

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 Trend & Driver
Driver

Healthier
Working from home Aging of population Purchase by internet

Trend

Innovation Convenience Sustainability 15

“If you are not a brand, your are a commodity”

Get out of low-cost competition area

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Branding
• Brand equality : value of brand
Customers willing to pay more for selected brand
• Brand awareness : perception
Well known
• Brand loyalty
Customers’ commitment for selected brand

• Building brand for 3 reasons

• Customer loyalty
• Price premium
• Revenue growth

“Building brand with low budget and

faster than competitor”
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Market Equilibrium
(Demand&Supply)
Price
S
P1

Equilibrium

P0

Q0 Q1 Quantity
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 Increases in Demand and Supply
keep supply with constant and increase demand keep demand with constant and increase supply

• Higher demand leads to higher • Higher supply leads to lower

equilibrium price and higher equilibrium price and higher
equilibrium quantity. equilibrium quantity.
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 Decreases in Demand and Supply
keep supply with constant and decrease demand keep demand with constant and decrease supply

• Lower demand leads to • Lower supply leads to higher

lower price and lower price and lower quantity
quantity exchanged. exchanged.
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Relative Magnitudes of Change

• The relative magnitudes of change in supply and

demand determine the outcome of market equilibrium.
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 Thanks!
Any questions?

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