Presentation Marketing

Management

By
Liesbeth Borgers BH09500037
Noora Ali Bubshait BH09600044
Sana Mohammed Afzal BH?????????????
 Introduction
 Outline most important subjects Chapter 1
 Outline most important subjects Chapter 2
 Designing a Marketing plan by Kotler & Keller
for:
Importance of marketing
 Financial success often depends on marketing ability.
All the business functions will not really matter if there isn't
sufficient demand for products and services so the
company can make a profit. Sufficient demand for products
and services  result profit
 Building brands & Loyal customer base  Intangible assets
that make up a large percentage of the value of a firm.
 It is the Achilles’ heel of many formerly prosperous
companies
 CHANGE OR DIE
 Continuously improving their value offerings
 Satisfy their stakeholders, employees, suppliers and
channel partners
 = never ending pursuit
The scope of marketing
 It is important to understand what marketing is, how it works,
what is marketed, and who does the marketing.
 Selling is not the most important part of marketing!
Selling is only the tip of the marketing iceberg.
 The aim of marketing is to know and understand the
customer so well that the product or service fits him and sells
itself.
 Definition: The art and science of choosing target markets
and getting, keeping and growing customers through
creating, delivering and communicating superior customer
value  deliver a higher standard of living
 Marketers are responsible for DEMAND
A simple marketing system
 Key customer markets:

 Consumer
 Business
 Global
 Non profit
Fundamental marketing concepts
Important is to understand the following core set of
concepts:

 Needs, wants, and demands

 Target markets, positioning, segmentation
 Offerings and brands
 Value and satisfaction
 Marketing channels
 Supply chain
 Competition
 Marketing environment
Concepts more orientated to the
marketplace
 The production concept
(consumers prefer products that are widely available and
inexpensive)
 The product concept
(consumers favor products that offer the most quality, performance,
or innovative features)
 The selling concept
(When consumer won’t buy enough, organization must undertake an
aggressive selling and promotion effort)
 The marketing concept
(The goal is not to find the right customer for you product but to find
the right products for your customers)
 The holistic marketing concept
(The need to have more complete, cohesive approach that goes
beyond traditional applications of the marketing concept)
 The trend of the 21st century
 Changes in marketing management
 Marketing management has changed significantly in recent years due to a
variation of factors. Company’s seek new ways to achieve marketing excellence.
 Today's marketplace is fundamentally different as a result of major societal
forces that have resulted in many new consumer and company capabilities.
These forces have created new behaviors, opportunities and challenges.

 Examples of major societal forces:

 Network Information Technology
 Globalization
 Deregulation
 Privatization
 Heightened competition
 Industry convergence
 Consumer resistance
 Retail transformation

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-8

Necessary tasks for successful
marketing

 Develop market strategies and plans

 Capture marketing insights
 Connect with customers
 Build strong brands
 Shape market offerings
 Deliver value
 Communicate value
 Create long-term growth
Group Question

does Marketing Create or Satisfy

Needs?
Value affected by marketing
 Marketing is about satisfying consumers' needs and wants.

 The task of any business is to deliver customer value at a profit.

 The customers are faced with a lot of choices in products ‘mass

market’ the only way how a company can win the customer is by
fine-tuning the processes.

 The company need to carefully choose their activities, which

products to bring on the market, how to market and support
them.

 To bring an interesting product on the market contains insights

of the market and products for example by benchmarking. To
estimate their competitors costs and performance to compare
this with their own costs and performance.
Strategic planning carried out at
different levels of the organization
 Marketers must give priority to strategic planning in three key
areas:
 Managing a company's businesses as an investment
portfolio
 Assessing each business's strength by considering the
market's growth rate and the Company’s position and fit in
that market
 Establishing a strategy.
 Most large companies consist of four organizational levels:
 Corporate level
 Division level
 Business level
 Product level

Each business unit develops a strategic plan to carry that business

unite into a profitable future.
Marketing Plan
Executive Summary:
Youth, timeless beauty and the pursuit of perfection seem to be on the forefront
of everyone's agenda. From television portraying reality shows such as
"Extreme Makeover" and fictional dramas such as "Nip and Tuck", it is no
wonder Americans are obsessed with finding the ultimate secret to looking
flawless. The beauty industry is a 40 billion dollar enterprise,
(News Target, 2005) dedicated to helping women look their best so it is no
wonder companies such as Nivea is re-evaluating their posture in the U.S.
market, positioning themselves to take advantage of the growing interest in
cosmetic remedies to turning back the clock.
Research conducted by the American Society for Aesthetic Plastic Surgery in
2003 revealed that 8.3 million voluntary cosmetic surgeries were performed,
over 12 billion dollars. Almost 45% of the procedures performed, 3.7 million,
were on women from the ages of 35-50, which we believe, is a huge market.
24% of the procedures were done on women from the ages of 19-34 and 23%
were done on women from the ages of 51-64. Every age group is represented
with significant potential market data; therefore, we believe it is time for Nivea
to take part in this age of cosmetic transformations.
 For years, European women have harnessed the regenerative
and exfoliating properties of lamb placenta and papaya extracts
in their pursuit of beauty; however, American women have yet to
experience the properties that these two ingredients have. We
believe by taking the existing Nivea product, rich in emollients
and moisturizing properties, and enhancing it with these two
additional ingredients, we would discover a product compared to
no other.
Nivea already has an existing, loyal, international customer
base and they are ready for a product to progress with them as
their needs change in the twenty first century. There are many
facets to the American woman. She is a corporate leader, a
devoted wife and...
 Marketing
 As a leading international company of branded consumer products for skin and beauty care, Beiersdorf
focuses on fulfilling consumer wishes. The basis of our success are our leading international brands like
NIVEA, Eucerin, and la prairie, more than 120 years of experience in research and development, and our
strong international presence.
Our Profile �� Global Brands �� Global Success
Skin and beauty care is our passion. As a world leading company we are close to consumers, providing
them with compelling, innovative products.
Dynamic growth. In 2008, Beiersdorf generated €5.97 billion in sales �� the best result in the Company’s
more than 125-year history. We aim to increase our global market share to 5.5% by 2010 by systematically
implementing our Consumer Business Strategy.
Success through closeness. We know what appeals to our consumers. At the same time, we think ahead
and anticipate consumer wishes with our innovations. Our brands enjoy universal trust �� from NIVEA,
the world’s largest skin and beauty care brand, through the medical skin care brand Eucerin, down to
luxurious anti-age care from la prairie.
Compelling innovations. Beiersdorf is an international leader in research and development in the fields of
skin and beauty care. We use the knowledge we have gained in more than 125 years to develop new
products that offer consumers genuine added value. Our clearly structured processes enable us to
concentrate on meaningful and compelling innovations, which we rapidly introduce into the market.
Global presence. As an international branded consumer goods company, we are growing throughout the
world. At the same time, we focus on strategic markets offering above-average growth potential. In addition
to Western Europe, these include China, Russia, Brazil, and India in particular.
Dedicated employees. About 22,000 employees worldwide drive forward Beiersdorf’s...