MARKETING

The Marketing Mindset

Marketing starts with you, not with the product
customers or even your company. In fact it even
starts before your business start-up.
You have to be Market-Ready
Every One is selling from the day we are born till
the day we die. Thus, we are by nature into
Marketing.
Why do we need to study and take Marketing seriously ????

“ In every single industry, there is now an

overcapacity of production and lack of capacity
in terms of selling them “ – Hardknocks Factory
 Business Model

Raw Process (Value- Sell

Materials Adding)
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MARKET

Finance
• What is a BUYER ???

• Anybody – an individual, a group or any legal entity who

buys or purchase from you

• What is a Customer ???

• Anybody – an individual, a group or any legal entity who

does repeat buying from You
 Key Business Objective
• Generate Buyers

• Expand and Maintain Loyalty of

Customers by Keeping Them Satisfied

It’s simple – you don’t satisfy your customers, they

will leave you. Worst is that somebody will take
them away from you
You win new businesses by giving them what
they want. You keep them by giving them what
they need.
1. WHAT is the Product?

2. WHEN could this be used?

3. WHERE could this be used?

4. WHO might be the primary users?

5. HOW might they use it?

6. HOW will you let them know about the product?

7. HOW will it reach them?

8. HOW will let them buy and buy again ?

 WHAT DO YOU REALLY SELL??
Products or Services are the tangible solutions or
answers in the attainment of a desired anticipated
emotion or experience
In other words you are selling emotions, the very
core reason why people desire and eventually buy
the products or services
 VALUE PROPOSITION
A clear statement of what your product or Brand
has to offer
 • 85% of decisions are made out of emotions
• 15% are made on logic

• If this is so then what to we do to sell ???

• Aim for the HEART – Why???

• For the Heart has many reasons that Reason never
know
“Emotions are like blown glass; they can be blown
and shaped into whatever form the glassmaker
wants . And Anger is the most malleable of them
all” - Fu Manchu to Shang Chi
 WHY DO PEOPLE BUY?

TRIGGERS

Gree Other Fear

d Emotions
 Strategic 3C’s of Marketing
Customers

2 3
Company Competition
 Standards of
Marketing Effectiveness

a. Better than Before

b. Better than
Expected
c. Better than
Others
• TIMING is RIGHT

• Right Product

• Right Market Niche

• Right Price

• Right Place

• Right Promotion

Every Thing at the Right Time

IF THERE IS ONE THING THAT HAS PROVIDED EXCITEMENT
IN THE CONSUMER WORLD, IT IS WORD THAT
CHARACTERIZED OUR CONSUMPTION MENU -- “CHOICES”
-- So many things to choose from that may actually lead to
a dazed and dazzled Consumer.
 BRANDING
• Today, every product including people and places compete
for attention. Thus, there is a need to be perceived as
different and unique.

• There is a need to make an impression on Consumers mind

and make that impression be associated with your Product
 BRAND
• “A BRAND is what other says when you are not in the room “–
Jeff Bezos (Amazon)

• A BRAND is a Promise to deliver

• A BRAND is how people perceived you to be

 BRAND RECALL
• Cola Drinks • TV Network
• Mall • Coffee
• Sport Shoes

• Fast Food

• Chicken

• Car
• Cellphone
People will most likely buy at a higher price
from someone they know and like than to buy
cheaper from someone they do not know or
even dislike
“ There is no law, written or unwritten that says that
just because the cake is shrinking you must have a
shrinking slice of it. With innovative selling efforts
you will have the tools to help your business survive
… even if others around you are failing by the
wayside “ – Hardknocks Factory