Basics of Marketing

2. MA
RK
ETI
NG
exploring creating delivering
is science
and art
of-
Value to satisfy the
needs of a target
market at a profit.

3. Detailed explanation
Marketing is communicating the value of a product,
service or brand to customers, for the purpose of
promoting or selling that product, service, or brand.
Marketing techniques include choosing target
markets through market analysis and market
segmentation, as well as understanding consumer
behaviour and advertising a product's value to the
customer.
From a societal point of view, marketing is the link
between a society's material requirements and its
economic patterns of response.
Marketing satisfies these needs and wants through
exchange processes and building long-term
relationships

4. Marketing’s key processes
Opportunity
identification
New product
development
Customer
attraction
Customer retention
and loyalty building
Order fulfillment

5. Types of marketing

6. Traditional marketing
Traditional marketing utilizes strategies like direct sales, TV, radio, mail, print
advertising (like magazines, coupon books etc.) and printed promotional
materials like catalogs or brochures
Cons of Traditional Marketing:
1.Expensive & Cost Prohibitive: Purchasing advertising for TV, radio or print can
be very costly prohibitive to most small businesses. Printing hard copy
brochures, business cards and mailers is expensive.
2.Difficult To Track Results: Traditional marketing is a lot like throwing things
against the wall and hoping they stick. It is tough to track real quantitative
results.
3.Usually Requires Outside Help: Printing materials, buying media and creating
radio advertisements all require hiring outside help, which adds to costs.
4.Forced: Traditional marketing is usually forced upon the consumer, they don't
necessarily ask for it.

7. Online
marketingInternet marketing is the process of marketing a product
or service using the Internet through(e-mails, youtube, social
networking sites.)
Pros of Internet Marketing:
*Results are much more measurable
*Decisions can be made using both real data and qualitative results.
*Social media, which is essentially word-of-mouth marketing. Social media allows you to
directly communicate with groups or even individual consumers.
*Inexpensive
*Data and results are available immediately
*Accessible to any size business
*The ability to build direct relationships with your customers via social media and communities.
Cons of Internet Marketing:
*A reliance on customers being highly interactive on the internet.
*Can be highly demanding on your time.Continuous content must be created, edited, approved
and published; comments must be responded to and sites and pages must be maintained.
*The ability to mismanage or be inconsistent in your brand identity in forums, blogs, social
media etc.

8. online

9. How to market our product???
Broadcast our advantage
Be clear with the customers from the start that what
makes you better than others.
Fit into our customer’s routine
How much effort is required for customers to make the
transition from a current product to yours? If the cost
is more than its relative advantage, most people won't
try the new product.
Work right out of the box
don't add work for the buyer. Make your product
work as intended the first time out and every time
thereafter.
Make benefits easy to spot
The more evident the perceived advantages, the more
your product will market itself.
Let customers try it out
Focus on the customer experience.

10. Engage in Community Outreach
Getting featured in local news outlets is a great way to
gain some brand awareness. Convince them why covering
your business is worth their time and energy.
Build Strategic Partnerships
Aligning ourself with an established brand will help our
startup gain credibility. Choose a business that we are
enthusiastic about — ideally one that has complementary
services so that we can refer business to each other
Leverage Social Media

11. Marketing techniques
1.Keep Adding Something New
2.Become a Valuable Resource
Look for ways you can be a resource for your prospects and
customers. Supply them with free information. Help them do
things faster, easier, less expensively
3.Separate Yourself from Your Competition
Find or create a reason for customers to do business with
you instead of with someone else offering the same or
similar products. For eg. We can provide faster results,
easier procedures, personal attention or a better guarantee
4.Promote the End Result
5.Anticipate Change
Expect change and prepare for it.

12. Insulate yourself
against the impact of
change by increasing
the number of
products and services
you offer and by
using a variety of
different marketing
methods

13. Marketing trends
Content marketing-shifting towards higher quality and
visual story telling
Search and social media-some experts suggest SEO and
social media marketing will merge into a new discipline
Branding-companies need to invest in marketing that allows
them to establish a level of authenticity with their audience.
Retargeting- because retargeting is growing in progress , the
options available to small business, marketers is growing
Evolution of direct E-mail-segmentation , personalisation
and rsponsive design.
Mobile revolution-mobile friendly content and
engagement is must.
Marketing automation-leverage the right tools and cloud
solution
Now hiring- rise of marketing technologists.
USP

14. Examples of USP-
*Knowing who to expect
*Always being there
*The industry’s only nationwide lifetime guarantee
*They give a new pair of shoes to a child in need for every pair you purchase.
*Test. Learn. Improve. Repeat.
“A USP is not merely a slogan —
it is your company's DNA and
reason for being”
The unique selling proposition (USP)
or unique selling point is a marketing
concept first proposed as a theory to explain
a pattern in successful advertising
campaigns of the early 1940s.
The USP states that such campaigns
made unique propositions to customers
that convinced them to switch brands.
U S P

15. It is determining the characteristics unique to your
particular market and analysing this information, which
will help you make decisions for your business.
What to include in market
analysis
1.Industry description and
outlook
2.Target market
3.Competitive analysis
4.Projections
5.Regulations
6.Demand
How to acquire data for market
analysis
1.Current customers
2.Internet
M
a
r
k
e
t
a
n
a
l
y
s
i
s

16. How can we promote filter lady
Facebook
Ads in newspapers and magazines
having sponsorship in fests
personally meeting customers
Posters and public gathering
Campus tv
branding