Marketing and Branding:
The Marketing Function
Marketing is the management process that identifies, anticipates and satisfies customer
requirements profitably.
The aim of marketing:
To satisfy needs and want.
To ensure that the 7p’s of marketing are directed at the customer- is fully
implemented.
Effective marketing:
Retain customers
Gain new customers
Build on brand
Improve a brand
Build on sales
Generate profits
Product:
Types of product
Packaging
Branding
Product life cycle
Place:
Distribution channels
Price:
Pricing strategies
Promotion:
Communication
Advertising
Personal selling
Sales promotion
Publicity
Physical evidence:
, Stores presentation
Appearance of the staff members
Tangible elements: - business cards, letterheads, website (a message to consumer-
type of business e.g. uniforms)
People:
Employee is the face of the business-1st contact with customer.
The attitude, behavior, skill, many have noticeable effects of service experienced.
Process:
Part of the service offering which the customer experiences.
How quickly the customer is greeted
Time spent in queues
Helpfulness of staff
Every employee should know what to do, when to do it and how to do it.
Why marketing is of strategic importance as a function of business?
Marketing enables the business to build a brand in the minds of the consumer- this
brand continuously reminds the consumer about the business.
Marketing is used to gain and retain customers.
Create a “marketing buzz” around the product/service- wants consumes to talk
about the product/ service into more sales.
Engaging with consumers via marketing- opportunity to listen to the customers
feedback to build a stronger brand.
Strategic planning: Drives the overall performance of the business formulating a vision &
mission statement for business.
Strategic role of marketing: Creating & supporting a strong & positive brand identity in the
market through a well planned and well implemented marketing strategy.
Strategic planning involves: Formulating a vision and mission statement for the business
vision
Stratgic Planning mission
forumlating the marketing strategy
identifying the overall marketing scope (environmental scanning)
marketing strategy: determine the USP
BRAND IMAGE Determine the marketing budget
Implementing marjeting Marketing the servive/product (7p's)
strategy evaluate effectiveness of both strategies and implentation
Marketing strategy: BRAND IMAGE
, Identifying the overall market scope (environmental scanning)
External
Analysis
Market & Threats & (A)Indusrty (B)competior (C)customer
Macro opportunites analysis analysis analysis
(A)Industry analysis: PESTLE
(B)Competitor analysis:
Competitors size & financial resources/ competitors market share/competitors
trading hours.
Competitor’s quality of service & product/ competitors customer/ brand loyalty.
Competitor’s pricing of goods & services/ competitors convivence of location for
consumers/ supplier.
Developing better methods of attracting stakeholders.
Market mapping:
High quality
Low Price High Price
Low quality
(c) Customer Analysis:
The Marketing Function
Marketing is the management process that identifies, anticipates and satisfies customer
requirements profitably.
The aim of marketing:
To satisfy needs and want.
To ensure that the 7p’s of marketing are directed at the customer- is fully
implemented.
Effective marketing:
Retain customers
Gain new customers
Build on brand
Improve a brand
Build on sales
Generate profits
Product:
Types of product
Packaging
Branding
Product life cycle
Place:
Distribution channels
Price:
Pricing strategies
Promotion:
Communication
Advertising
Personal selling
Sales promotion
Publicity
Physical evidence:
, Stores presentation
Appearance of the staff members
Tangible elements: - business cards, letterheads, website (a message to consumer-
type of business e.g. uniforms)
People:
Employee is the face of the business-1st contact with customer.
The attitude, behavior, skill, many have noticeable effects of service experienced.
Process:
Part of the service offering which the customer experiences.
How quickly the customer is greeted
Time spent in queues
Helpfulness of staff
Every employee should know what to do, when to do it and how to do it.
Why marketing is of strategic importance as a function of business?
Marketing enables the business to build a brand in the minds of the consumer- this
brand continuously reminds the consumer about the business.
Marketing is used to gain and retain customers.
Create a “marketing buzz” around the product/service- wants consumes to talk
about the product/ service into more sales.
Engaging with consumers via marketing- opportunity to listen to the customers
feedback to build a stronger brand.
Strategic planning: Drives the overall performance of the business formulating a vision &
mission statement for business.
Strategic role of marketing: Creating & supporting a strong & positive brand identity in the
market through a well planned and well implemented marketing strategy.
Strategic planning involves: Formulating a vision and mission statement for the business
vision
Stratgic Planning mission
forumlating the marketing strategy
identifying the overall marketing scope (environmental scanning)
marketing strategy: determine the USP
BRAND IMAGE Determine the marketing budget
Implementing marjeting Marketing the servive/product (7p's)
strategy evaluate effectiveness of both strategies and implentation
Marketing strategy: BRAND IMAGE
, Identifying the overall market scope (environmental scanning)
External
Analysis
Market & Threats & (A)Indusrty (B)competior (C)customer
Macro opportunites analysis analysis analysis
(A)Industry analysis: PESTLE
(B)Competitor analysis:
Competitors size & financial resources/ competitors market share/competitors
trading hours.
Competitor’s quality of service & product/ competitors customer/ brand loyalty.
Competitor’s pricing of goods & services/ competitors convivence of location for
consumers/ supplier.
Developing better methods of attracting stakeholders.
Market mapping:
High quality
Low Price High Price
Low quality
(c) Customer Analysis:
