1. Marketing and Branding
Submitted to:
Ma’am Shazia.
Submitted by:
Ali Sher Siddiqui
Rashid Ramzan
Habibur Rehman
Ayesha Akhtar
BS-PUBLIC POLICY (2ND
SEMESTER)
2. Marketing:
Marketing is the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create exchanges (with
customers) that satisfy individual and organizational objectives.
Marketing is defined as a management process that brings together the company and the
consumers, that results in exchange of goods and service for consideration. It encompasses
a range of activities i-e exploring, creating, advertising, selling and delivering products or
services that have value to people at a profit. It is not telling and selling but includes all the
activities done to aquire customers and bulid a relationship with them.
The process involves identifying the unfulfilled customer requirements, determining the
size of target and profit aspects, ascertaining which unit the enterprise will serve best to the
customers, promoting the products or services with the aim of selling, building client and
customer relationship and much more.
Marketing Strategy:
The purpose of your market strategy should be to identify and then communicate the
benefit of your business offering to your target market. Once you have created and
implemented your strategy then monitor its effectiveness and make any adjustments
require to maintain its success.
Your strategy must take account of how your business strength and weaknesses will effect
your marketing. Begin your market strategy document with an honest and rigorous SWOT
analysis looking your strength, weaknesses, opportunities and threats. It is a good idea to
conduct some market research on your existing customers at this point as it will help you to
build a more honest picture of your reputation in the market place.
Strengthincludes
Personal and flexible customer service
Specialist knowledge or skills
Weaknesses includes
Limited financial resources
Lack of an established reputation
Opportunities includes
Increased demand from a particular market sector
New technologies that allow you to improve product quality
3. Threats includes:
The emergence of a new competitor
New legislation increases your cost
Developing your marketing strategy
Questions to ask when developing your strategy:
What changes are taking place in our business environment? Are these opportunities
or threats?
What are our strength and weaknesses?
What do if I want to achieve?
What are customers looking for? What are their needs?
Which customers are the most profitable?
How will I target the right potential customers? Are there groups that I can target
effectively?
What is the best of communicating with them?
Marketing Plan
The strategic plan is an outline of the methods and resources required to achieve
organizational goals within a specific target market.
A marketing plan explains how to put your strategy into action. It will set marketing budgets
and deadlines, but it will also tell you how u r going to talk to your target customers
whether that’s through advertising, networking, going to trade shows, direct marketing and
so on.
Critically it will tell you when to talk to your customers. Timing your activities to fit their
buying cycles will save money and maximize sales.
“Strategic planning requires a general marketing orientation rather than a narrow functional
orientation”.
The strategic planning process may include the following
Develop a SWOT analysis
Develop mission system that evolves from the SWOT analysis
Develop corporate objectives that are consistent with the organization’s mission
Marketing must be designed to achieve the corporate objectives
Marketing strategy, designed to achieve the marketing objectives.
Marketing plans vary with duration, scope and method of development.
4. Branding
A name, term, design, symbol or any other feature that identifies one sellers good or
service as distinct from those of other sellers. The legal term for brand is one item, a family
of items or all items of that sellers. If used for the firm as a whole, the preffered term is
trade name. Brand is known identity of a company in terms of what products and services
they offer but also the essence of what the company stands for in terms of service and other
emotional, non tangible consumer concerns. To brand is something is run a company or
person makes descriptive and evocative communications.
Branding is the art of aligning what you want people to think about your company with what
people actually do think about your company and vice versa. A brand is the essence of once
on unique story. This is as true for personal branding as it is for business branding. The key,
though, is reaching down and pulling out the authentic, unique “you”. Otherwise, your
brand will just be a façade. The power of a strong logo in brand identity is that a simple
visual can instantaneously communicate a brand and what it is about.
Branding is more then a name and symbol. A brand is created and influenced by people,
visuals, culture, style, perception, words, message, opinions, news, media and specially
social media like when a child is born and a given a name, a brand needs nurturing, support,
development and continuous care in order to thrive and grow.
Brands are shorthand marketing messages that create emotional bonds with consumers.
Brands are composed of intangible elements related to its specific promise, personality, and
positioning and intangible components having identifiable representation including logos,
graphics, colors and sounds. Branding is the identity of a product or service. Its is the name,
the logo, the design, or a combination of those that people use to identify, and differentiate,
what they are about to buy. A good brand should deliver a clear message, provide
credibility, connect with customers emotionally, motivate the buyer, and create user
loyality.
Branding is the sub-total of the experiences your customers have with your business. For
successful branding you need to understand the principles of ivan Pavlov
Consistency: Pavlov never offered food without offered food without ringing the bell and
never rang the bell without offering food.
Frequency: The bell rang several times a day, day after a day.
Anchoring: Pavlov tied the experiment to something about which the dog was emotional
anchor. This is the most difficult and essential element to get correct.
5. Difference between Marketing and Branding
Marketing is the range of activites carried out by the company to bring together buyers and
sellers to promote the exchange of good with goods while branding is the practice of
assigning a brand name to a product which helps consumers recogonize and identify the
company producing it.
MARKETING BRANDING
It is for short term It is for long term
It is micro It is macro
It generate response It builds loyality
It extracts values It creates values
It is the doing It is the being
It is tactical It is strategic
It is for business It is for customers
It is used to cultivate customers It is to builts trust&loyality
Marketing influences customers It influences buying decision
Immediate responce to buy.
It speaks to target audience It speaks to emotions
It convince you to buy particular thing It will determine to only buy
this thing till the rest of life
Marketing in form of strategy is push Branding in form of starategy is pull
Marketing creating customers needs Built strong relation with customers
Its ultimate result is sales Brings enduring relation
It promotes intended value Branding reinforce value
It creates need It creates relationship
Conclusion
So the conclusion is if the marketing is sun than branding is moon. Both are
totally opposite to each other. Marketing is a process of planning, pricing, promotion
and distribution of ideas, goods and servicesto creates exchanges with customers
that satisfy individual and organizational objectives while branding is a vital success
of a business or non profit having a vision future or having quality employees.
