MARKETING

Module 1.

SUNNY 1
 The Market
 What is market?
 What we can learn from it …….?
 Potential partners, investors and other readers
will get more idea that your business Will
have/ has enough customers in growing
industry and can win your sale despite the
competition

SUNNY 2
 Marketing

 Marketing is social and managerial process by which

groups (companies ) and individuals obtain what they
need and want through creating and exchanging
Values with others;
 The process by which Companies creates value for
the customers and build strong customers Relation in
order to capture value from the customers in Return.

SUNNY 3
 My Definition (Sunny’s)

 To Bring your business in the heart of

Market and Bring the market in the heart
of your business ……………………….

SUNNY 4
 Components or Pillars
 Consumer
 Market Size and trends
 Pricing Strategy
 Competition
 Estimated Sales
 Sales, Distributions and Marketing
SUNNY 5
 Costumers……
 Who are they ?
 Where are they?
 What are their needs?
 What trends they do display?
 You need to sell your product if you have
existing business, list your current customers
and the trends in your sale to them

SUNNY 6
 Create a customers profile……
 Who are they ?
 Where are they?
 What are their needs?
 What trends they do display?
 Communicate with yourself must and must

SUNNY 7
 Create a customers profile……
Important things to be considered
 No matter what kind of business you have
 Identify the profile of your customers
 It’s a extreme and important source of success
 All theses are based on your research,
Describe your targets customer in in terms of
common characteristics

SUNNY 8
An example of a customer profile….

SUNNY 9
 Segment your market and your customer ………

 Do not generalized your costumer (Bicycle )

 Think more about customers or Market
Segment more (Specific group) targeting
 18-25 years old mainly Unmarried, Student
Males, interested in out door activities and
sport …….. That want to buy mountain bike.

SUNNY 10
Segment your market and your customer ………

SUNNY 11
Further Segment your market and your customer
………

SUNNY 12
Further Segment your market and your customer
Bakery Business ………

SUNNY 13
 market size and trends ………

 Need to know about your total market

 Need to know about your market sector or
segment your business will going to target
 Try to look on the statistics and use it so many
time
 The data ( Statistics ) realist and from reliable
sources
 According to UNDP’s market analysis of dried
fruits market….
SUNNY 14
 Pricing Strategy….………

 Through calculations can be very complex the

basic rule of pricing strategy should be very
straightforward
 Prices must cover all costs both fixed and
variable Prices
 Prices must be established to assure sale
 Your price must reflect the dynamics of cost,
demand, changes in the market and response to
your competition

SUNNY 15
 Things to Consider ….………

 Low prices must be based on low costs

 High Prices must be based on high Quality and
/ or difference
 For products- consideration of utility,
Longevity and Warranty must be built in to the
consideration
 For Services- Considerations of Quality of
difference

SUNNY 16
 Pricing Methods ….………

There are many pricing methods:

 Cost plus pricing : It is used mainly by
manufacturer, costs are calculated and the
desired profit must be added
 Demand Pricing : Its used by companies that
sell products through different and a variety of
channels at different prices which in turn are
based on demand variable

SUNNY 17
 More Pricing Methods ….………

 Competitive pricing : It is used mainly by

companies that are newly entering where there
is already established prices and where it is very
difficult to differentiate one product from other.
 Markup Pricing : Its used by mainly by
retailers it’s calculated by adding a set markup
or profit to cost of (buying) the product.

SUNNY 18
 Tips ….………

 Price to sell : Your decisions on price should

not be based on solely on prices of your
competitors.
 Prices must be set to preserve order in the
market place
Don’t Compete purely on prices
Other things also add value to our products and
services
SUNNY 19
 Tips ….………

Don’t Compete purely on prices

Other things also add value to our products and
services
Product: its intrinsic Value
Promotion: how we sell can add value
Place: where we sell can add value
We will look into more questions about pricing
in the marketing section
SUNNY 20
 Distribution, Marketing and Sale
Strategy
 Distribution
 Marketing
 Sale

SUNNY 21
 Distribution
 Distribution is the entire process of moving your
product from where it was created to the end user.
 The types of Distribution channel you choose
depends on several factors
 Your industry
 Your competition
 Your market’s size
 Your pricing strategy
 Your internal recourses

SUNNY 22
 Distribution Channels…….

 Direct Sales : The most efficient channel

where you can sell directly to the end
user is called direct sales or Channel.
 OEM Sales: Original Equipment
Manufacturer ) your product is
incorporated their finished product and
they distribute to the end user

SUNNY 23
 More Distribution Channels…….
 Manufacturers Representatives : are
salespeople who operate out of agencies
that handle a variety of complementary
products and divide their selling time
among them.
 Wholesale Distributors: You sell to a
wholesaler who in turn sell it to a retailer
or other agent for further distribution until
it reach to end user.
SUNNY 24
 And even More Distribution Channels…….

 Broker : The third party distributors who

buy direct from the distributors or
wholesaler and sell to retailer and end
user.
 Retailer : Distributing your product is very
much important through this channel
because the end user of your product is
General Public.
SUNNY 25
 And lastly Distribution Channels…….

 Direct Mail : Selling to the end user

through direct mail campaign, a very
direct channel.
 E-Commerce : selling over the internet to
end user or to the intermediaries for
father distribution.

SUNNY 26
 Marketing tools ….…….

 Advertising .
 Public Relations .

 Sale Promotion.

 Personal Sale.

 Packing.

SUNNY 27
Advertising .….……. You need to include

 The advertising budget.

 Your creative message/s. ( QALBE
SHOMA )
 First quarter media schedule.

 Statement of commitment to review

advertising impact.
SUNNY 28
Like a Massage from the ROSHAN …….

SUNNY 29
SUNNY 30
Sale Promotion ….……. You need to include

 Planned promotional activities

 Coupons

 Special Sale strategy

 Contests

SUNNY 31
 Personal sale ….……. You need to include

 Sale presentation Methods

 Customers Services Policy

 Market information Gathering

Responsibly

SUNNY 32
 Packing ….……. You need to include

 Photographs
 Designs

 Your own labels

 Trade marks

 Service mark you are using

SUNNY 33
 Mission And Vision Statement

 Mission Statement
 Vision Statement

SUNNY 34
Mission Statement of ROSHAN

SUNNY 35
Vision Statement of ROSHAN

SUNNY 36
 Marketing Types and Kinds ………

 Types of Marketing

SUNNY 37
 Marketing Types and Kinds ………

 C.V. Construction
 C.L. Construction

 S.D. Method

SUNNY 38
 Practical Marketing Types ………

 Class assignment or Case studies

 Activities with in the Class

 Team strategy with fellows

SUNNY 39