marketing 4 engineers
TRANSCRIPT
World Federation of Engineering Organizations
Fédération Mondiale des Organisations d’Ingénieurs
الهــندسيــة للمــنظــمات الــدولي اإلتــحـاد
Marketing 4 Engineers
Cross department teams
Marketing 4 Engineers Why ?
Competitive product developers
More career opportunities
It‘s what the market need
Marketing is about providing the correct bundle of benefits to the changing needs and demands of the customer
“Marketing is not about providing products or services”
Knowledge is power – Information builds knowledge
So let’s collect information but ….
Why, How and What ?
WHY …. Collect information?
HOW... To collect information ?
Secondary data - already exists, desk research
Primary data - firsthand
WHAT… Information?
Product
Price
Place
Promotion
Physical Evidence
ProcessesPeople
Goods Services
« The Extended Marketing Mix 7 Ps »
The Final Step« Promotion »
To increase sales
To create awareness
To inform
To remind
To reassure
To create an image
To modify attitudes
Tools Digital marketing, Trade fairs, Media, Mailing, Direct Ad, Cinema, Packaging, Flyers etc.
Communication Objectives :
Promotion
Different clients
Different communication and sales methods
Sales (B2C, B2B)
People
-IInternal Clients
External Clients
People
Who are our existing / potential customers?
What are their current / future needs?
How can we satisfy these needs?
Why should customers buy from us?
External clients (existing & potential):
People (Segmentation)
o Ageo Sexo Occupationo Economic circumstanceso Roles and status
Demographic Factors
Targeting
People
HR policy:- Motivation (yesterday, now & tomorrow)
- Competences
- Career opportunities
- Communication interne
Internal clients
Product
Product Levels
Product Life Cycle
Product Development
Core benefit:your feeling
Product Levels
Actual product:what you can see and touch
Augmented Product:Added value
Product Development
Product Life Cycle (PLC)
Place
- Which ? Channels
- How ? Sales support
- Why ? Increasing sales, lower costs …
Physical Evidence
-Premises, Equipment, -Furniture, Uniform etc
-The moment of truth
Processes
Aligning all aspects of the organization with the wants and needs of clients
The 5 Cs Costs
Customers
Channels
Competition
Compatibility
Price
Forgotten something?
Sure did….. Our Competitors!
Use The 7 Ps
Win Market Shares
&
Our Market PositionLuxe
Moins Luxe
Tendance
Classique
Some Examples
Product & Price
Place
Physical Evidence
Promotion
SAS
Product – business class
People – an ongoing training program «putting people first» He revolutionized the airline
industry through an unrelenting focus on customer service quality.
& Janne Carlzon
"Problems are solved on the spot, as soon as they arise. No front-line employee
has to wait for a supervisor's permission."
We have 50,000 moments of truth every day.
Promotion - Communication“I learned that, before you reach an objective, you must be ready with a new one, and you must start to communicate it to the organization. . . But it is not the goal itself that is important."
Processes - Delegating responsability away from management
Promotion: February 2011
Product: Partnership Sony + Ericsson + Microsoft
People:Targeting age, technical interest…
Sony Ericsson
Product Development PLC – Product Life Cycle
Back to Communication & the difficulty to get through
So where shall I put my Ad budget?
Shall I forget …Printed Ad?
Digital Marketing&
Social MediaiAD & Smartphone
Tomorrow’s profession…….
Marketing Engineers
Remember ?Marketing is about providing the correct bundle of benefits to the changing needs and demands
of the customer
Thank you for your attention