Mr. Yasser Ghallab marketing session in 7X7 event held by Enactus Suez

1. Basics ofBasics of PrinciplesPrinciples
of Marketingof Marketing
Yasser GhallabYasser Ghallab
@yasserghallab@yasserghallab

2. Who Am I ?Who Am I ?
•) ‫لنين‬ ‫النون‬ ‫قسم‬ ‫في‬ ‫انول‬ ‫فرنيق‬ ‫قائد‬ ، ‫غل ب‬ ‫نياسر‬ ‫مهندس‬Online Senior Team Leader(‫خرنيج‬
‫عام‬ ‫الصتصال ت‬ ‫قسم‬ ‫القاهرة‬ ‫هندسة‬2005‫المعلوما ت‬ ‫صتكنولوجيا‬ ‫معهد‬ ‫نو‬ ,ITI 2006،‫على‬ ‫حاصل‬ ‫نو‬
‫الفرنسية‬ ‫اسلسكا‬ ‫جامعة‬ ‫من‬ ‫العمال‬ ‫إدارة‬ ‫في‬ ‫ماجستير‬2012
•‫عام‬ ‫منذ‬ ‫التكنولوجيا‬ ‫نو‬ ‫التجارة‬ ‫مجال‬ ‫في‬ ‫نيعمل‬ ‫نو‬1995‫في‬ ‫الصتصال ت‬ ‫شركا ت‬ ‫اكبر‬ ‫لدى‬ ‫عمل‬ ‫ثم‬ ،
‫موقع‬ ‫عن‬ ‫المسئول‬ ‫لنين‬ ‫النون‬ ‫قسم‬ ‫في‬ ‫أنول‬ ‫فرنيق‬ ‫قائد‬ ‫منصب‬ ‫نيشغل‬ ‫الن‬ ‫نو‬ ، ‫متعددة‬ ‫مناصب‬
‫فودافون‬
•‫عام‬ ‫منذ‬ ‫البشرنية‬ ‫التنمية‬ ‫نو‬ ‫التدرنيب‬ ‫مجال‬ ‫في‬ ‫نيعمل‬2002‫غرضها‬ ‫عالمية‬ ‫لشركة‬ ‫بذرة‬ ‫انول‬ ‫بذر‬ ‫هدفه‬
‫مجانا‬ ‫عليه‬ ‫القادر‬ ‫غير‬ ‫نيحصل‬ ‫نو‬ ‫القادر‬ ‫فيها‬ ‫نيدفع‬ ‫كله‬ ‫العالم‬ ‫في‬ ‫الشبا ب‬ ‫صتنمية‬
‫الدارة‬ ‫نو‬ ‫الحياة‬ ‫مجال ت‬ ‫في‬ ‫طلبية‬ ‫نشاطا ت‬ ‫نو‬ ‫شركا ت‬ ‫مع‬ ‫كمدر ب‬ ‫نيعمل‬ ‫الحين‬ ‫ذلك‬ ‫منذ‬ ‫نو‬Human
development and Management science
‫نيا ت‬ّ‫ا‬ ‫بالتحد‬ ‫المليئة‬ ‫المعاصرة‬ ‫الحياة‬ ‫مواجهة‬ ‫علي‬ ‫قادر‬ ‫ع‬ٍ ‫نوا‬ ‫جيل‬ ‫صتكونين‬ ‫إلي‬ ‫صتهدف‬ ‫نوالتي‬
‫ل‬َ ‫عم‬ ‫ية‬ّ‫ا‬ ‫النيجاب‬ ‫من‬ ‫ل‬ٍ ‫عا‬ ‫ر‬ٍ ‫بقد‬
•‫مستحيل‬ ‫نوجود‬ ‫المستحيل‬ ‫من‬ ‫نو‬ ، ‫حياة‬ ‫أسلو ب‬ ‫السعادة‬ ‫بمبدأ‬

3. AgendaAgenda
1-What’s marketing
2- Identifying needs
3-STP
4- 4P’s

4. • Let’s start !!

5. Why does any companyWhy does any company
Exist?Exist?
Survival
Growth

6. What’s MarketingWhat’s Marketing
• Some mistaken thoughts about Marketing !!

7. Is Marketing Sales?Is Marketing Sales?

8. • According to the God Father of
Marketing
Philip Kotler
• Marketing is : C. C. D. V. T. P
And To
A To a
MarketMarket
At
CreateCreate
CommunicateCommunicate
DeliverDeliver
ValueValue
TargetTarget
ProfitProfit

9. 9
What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
• Can a Religion be Marketed?
• Can Politics be Marketed?
• In other words.. ANY THING can be Marketed!

10. 10

11. 11
Marketing Orientation towards Market Place

12. 12

13. 13

14. 14
Let’s do some math
• Need + options = Want
• Want + Purchasing power = Demand
Demand=
New Business!

15. 1.Identifying Customer’s needs ..
By :
 Market Research .
Marketing ProcessMarketing Process
WhatWhat
WhyWhy
HowHow
WhenWhen

16.  Consumer behavior .
What are the factors affect on consumer decision ??

17. Part 2- STPPart 2- STP

18. . Who will we Serve ??
SegmentationSegmentation
•A Market Segment is a group of customers who respond in a
similar way to a given set of marketing efforts
Why Segmentation?
•Meet consumer needs more precisely
•Increase profits
•Segment leadership
•Retain customers
•Focus marketing
communications

19. Mass MarketMass Market
All customers needs the same thingAll customers needs the same thing
• All Customers having the same needs of my product
• Mass Production
• Mass distribution
• Mass Production
• Min Cost.. Max Profit

20. 8-20
Ford’s Model TFord’s Model T
Followed aFollowed a
Mass MarketMass Market
ApproachApproach

21. Debate QuestionDebate Question
• Mass Marketing is dying and replaced by Micro
Marketing?

22. Social media converted from MassSocial media converted from Mass
To segmentTo segment
• Facebook and MySpace are un specailized mass social
media isnt it?
o No its not , it’s specialized in un specialized media 
o We have linked in specialized in professional networks
• Is YouTube specialized in Videos only
o Nope, its specialized in un specialized videos
o RedTube is specialized in inapproprate videos

23. TargetingTargeting
• A target Market is a set of buyers sharing common needs
or characteristics that the company decides to serve.

24. 10-24
PositioningPositioning
What do my brand do
in my customers’ heart

25. • Positioning
What’s positioning !
Creating why ?
“When people use your brand as a verb that’s
remarkable “

26. Branding videoBranding video
• Please add the video
• http://www.youtube.com/watch?v=JKIAOZZritk

27. We only do rebranding when we have a bigWe only do rebranding when we have a big
trouble?trouble?
• We are dynamic
• We are here
• We are flexible
• We are innovative
• We are changing according to your needs
• We are just there

28. Pepsi RebrandingPepsi Rebranding
• Please add the pepsi rebranding video
• http://www.youtube.com/watch?v=tZJRJy0UK4g

29. • Brands are built on what are people are
saying about you, not what are you saying
about yourself
• Brand is Promise !!
Guy Kawasaki

30. The Marketing mix (4 P’s)The Marketing mix (4 P’s)

31. Product… it somethingProduct… it something
and everything, andand everything, and
sometimes nothingsometimes nothing 

32. 10-32
Product Life CycleProduct Life Cycle

33. PromotionPromotion

34. Communicate withCommunicate with
innovationinnovation

35. BEST TV Add EverBEST TV Add Ever

39. PlacePlace

41. PRICEPRICE

42. Steps in Setting PriceSteps in Setting Price
Select the price objective
Determine demand
Estimate costs
Analyze competitor price mix
Select pricing method/strategy
Select final price

43. The marketing processThe marketing process

44. The marketing processThe marketing process

45. And you must beAnd you must be

46. Thank you please keepThank you please keep
in touchin touch
• Twitter : @YasserGhallab
• Email: yasser.ghallab@gmail.com