Sales and Marketing Management "2"

Sales and Marketing Management Second Part

Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010

Making Product Decisions


Branding Packaging Labeling

Branding Decisions: Characteristics

Attract attention Be Memorable

Help Communicate the positioning of the product

Distinguish the product from competing

brands



“The Marketplace (financial) value of a brand base on reputation goodwill”

Brand Equity

Branding Strategies; Individual Vs Family Strategies


Family Branding Strategy

Family Brand extended into product categories

Family Brand extended to help company

introduce products into new products

categories

Blanket Family

Separate Family names for types of products

Family Names combined with individual brand

names


Packaging Decisions

Protection

Identification

Information

Packaging to enhance usage

Packaging to enhance disposal

Packaging to enhance channel acceptance


Labeling Decisions

Identify the manufacturer,

country of origin, and ingredients

Report expiration date and contents as

per Government standards

Explain how to use the product

Warn about potential misuse

Provide easy to understand care

instructions

Serve as an important communication link between buyers and

the company



Module 4: Product Management

•After we have created a new product and it is designed, developed, and tested.

•And after we create the brand, label and packaging.

•We begin Managing The Product.

Product Life Line: Stages

Introduction Growth Maturity Decline



Marketing Tactics and Outcomes through The Product Life Cycle

Exhibit 300.15 Page 28

The Individual Adoption Process

Awareness Knowledge Liking

PreferencePurchase



Factors Influencing Rate of New Product Adoption



Customer ProfilesExhibit 300.17 Page 29

The Diffusion Process

Induce Innovators and Early Adopters

Free Word of Mouth Product Advertising

Word of Mouth + Marketing Program

to Initiative Customers



Managing The Product Portfolio

Product Mix Decisions


Product LineThe set of products a firm targets to one general market. These products are likely to share some common features and technology characteristics or be complementary products.

They also are likely to share several elements of the marketing mix such as distribution channels.

Product Mix Decisions

Protection against competition

Increase growth and profits

Offset sales fluctuations

Achieve greater impact

Enable economical

resource usage

Avoid obsolescence



Module 5: Advertising and Promotion

MARCOM !!!

The Tools of Marketing Communications

Personal Selling Advertising Public Relations

Sales Promotion Sponsorship Marketing

Point of Purchase Communications


Key Participants in Marketing Communications

General Marketing Manager

Product/Brand Manager(s) Sales Manager Advertising

Manager

Public Relations Manager

…..Manager

Department Manager



Philosophy & Practice of Integrated Marketing Communications

IMC: System of management and integration elements advertising, publicity, sales, promotion, sponsorship marketing, and point of purchase communications with the result that all elements adhere to the same message.

The Key Aspects of IMC

Start with the customer or prospect

Use any form of relevant

contact

Achieve Synergy

Build Relationships

Affect behavior


Key Changes in MARCOM Practice Resulting from IMC Thrust

Reduced Dependence on Mass Media

Advertising

Increased Reliance on Highly Targeted Communication

Methods

Expanded Efforts to Assess

Communications’ Return on Investment


The Marketing Community Challenge:Enhance Brand Equity



Issues determining the appropriate Mix of IMC Tools

Who is the intended market?

What objectives must the marketing communications initiative achieve?

What is the nature of the product?

What is the product life-cycle stage?

What are the competitors doing?

What is the available budget for MARCOM?

Will a push strategy or pull strategy be more effective?


Managing the Marketing Communications Process

Selecting Target Markets

Establishing Objectives

Formulating a Positioning Strategy

Setting the Budget

Formulating & Implementing

message & Media Strategies

Evaluating Program Effectiveness


Advertising: 3 Basic ways to add value

Innovating

Improving Quality

Altering Perceptions


Setting Advertising Objectives

Top Management agreement

Budgeting, Message Creation, Media Selection aspects if Advertising Strategy

Provides Standards to manage results


Budgeting for Advertising

Specifying Objectives to be accomplished Identifying Tasks Accumulate Costs


Creating Advertising Message

Informational ads Humorous Executions

Sex Appeal Celebrity Endorsement

Various Emotional Appeals


Business

Sales and Marketing Management "2"