by Ahmed M. Soliman

1. * Marketing &
Advertising
Ahmed m. Soliman, MBA
Masters of Business Administration (Freelancer Instructor)

2. *
* Ahmed Mahmoud Soliman, MBA
AAST (Business Administration & Management Instructor - freelancer)
Performed many courses around various topics in the field of Management &
Business administration like [Organizational Behavior-Advanced Marketing-
Principles of Management-Human Resources] in many outstanding organizations
such as: ACETS, ERA consulting, Amideast, Trendology, AAST & Afrolink.
Cell-phone: +201-001-811-045
E-mail: ahmedsoliman.88@gmail.com

3. *
1. Marketing Mix1 12.Selling products & services
2. SWOT analysis 13.Branding
3. Mktg Strategy & Plan 14.Brand values
4. Marketing Ethics 15.Market segmentation
5. Market Environment 16.Customer needs & behavior
6. Legal aspects 17.Loyalty programs
7. Research 18.Motivation marketing
8. New Product development
9. Brainstorming
10.Product & Service types
11.PLC product life-cycle

4. *
19.CRM 30.Outdoor ads
20.Marketing budget 31.Press
21.Price 32.Printed docs
22.Logistics & distribution 33.Branded contents
23.Merchandising 34.Internet
24.Trade shows 35.Buzz marketing
25.Telemarketing 36.Sales promotion
26.E-shopping & mail 37.Direct & e mail
27.Personal selling 38.Street mktg & sampling
28.Media strategy 39.Logos
29.TV & Radio

5. *
40.Materials & Containers
41.Corporate communication
42.PR & lobbying
43.Event & sports sponsorship
44.Corporate Blogging

6. *
• The four (4) P’s:
1. Price: Cost
2. Place: Convenience
3. Promotion: Communication
4. Product: Solution

8. *

9. *

10. *
* In the Strategic planning, ABC we have to know (what is meant
by the following):
1. Vision: Defines the desired or intended future state of an
organization or a long term view, sometimes describing how the
organization would like the world in which it operates to be.
e.g. : "A world without poverty“ for a charity.
2. Mission: Defines the fundamental purpose of an organization,
describing why it exists and what it does to achieve its Vision.
3. Strategy: means "the art of the general" (from Greek stratigos),
simply defined as the long-term plan (beyond a single year).

11. A Plan:
It is a set of intended actions, through which one expects to achieve a
goal.
Marketing plan:
It is a written document that details the necessary actions to achieve
one or more marketing objectives. Marketing plans cover between one
and five years.
External
Audit
Vision & Operational Feedback &
Mission Strategies Planning Control
SWOT Goals
Internal
Audit

12. *
1. Executive summary
2. Current situation
i. Macro-environment
ii. Market analysis
iii. Internal situation (resources, objectives, & culture)
3. Summary of situation (SWOT)
4. Marketing Research
5. Marketing Strategy by Marketing Mix
i. Product
ii. Price
iii. Promotion
iv. Place/Distribution
6. Implementation (Action Program/Tactics)
7. Financial Summary [Budget]
8. Scenarios [Control]
9. Appendix

13. *
* Mktg Strategy process’ Steps:
1. Understand customer
2. Analyze Market
3. Analyze Competition
4. Research Distribution
5. Define Marketing mix
6. Financial Analysis
7. Review & Revise

14. *
* Ansoff„s Growth Strategies :

15. *
* Social marketing:
Is the use of marketing techniques to convince people to change their
behavior for their own good or for the benefit of society. The aim of
social marketing is to minimize social problems such as crime or
poverty.
* Corporate social responsibility (CSR):
Taking positive actions for the benefit of its staff and society as a
whole-include enhanced brand image, and greater ease in attracting
staff.

16. *Different ways of CSR:
1. Cause related marketing (CRM) is when a company donates
money to a charity, a non-profit organization or a good cause,
the brand is then associated with the charity.
2. Green marketing is the development and distribution of eco-
friendly, or environmentally friendly goods.
3. Responsible purchasing Companies can refuse to buy materials or
goods made using child labor or that have been tested on
animals.

17. *
* Micro-environment:
Its factors have a direct impact on
the company and its stakeholders:
consumers, employees,
shareholders and suppliers. The
company has an influence over
these factors.

18. * Macro-environment:
A STEP analysis (also known as a PEST analysis) looks at sociological,
technological, economic and political factors in the market environment
on a macro level – often looking at a particular country or region. The
relationship between the company and these factors is indirect.

19. *
* Intellectual property
refers to creations of the mind: inventions, literary and artistic works, and
symbols, names, images and designs used in commerce. Intellectual property
is divided into two categories:
1. Industrial property
2. Copyright protects
* Legal problems:
1. Counterfeiting
2. Piracy
* Consumer protection Act
Is a law that protects the consumer from faulty or defective products.

20. *
* “Is the process of gathering information about a market,
analyzing it and interpreting it.”
* Or its A systematic design, collection, analysis & reporting of data relevant to
the company situation in market.
* Types of Research:
1. Consumer research: Buying behavior
2. Motivation research: psychological reasons
* Qualitative vs. Quantitative researches

21. *
1. Secondary “Desk” research
include the internet, books, newspapers, magazines, and government
statistics.
2. Primary “In-field” research
involves talking to people and finding out what they think about a market,
a product, a business sector, etc. And usually carried out by market
research institutes, through: Surveys, experiments & observations.

22. *

23. *
1. Idea generation
focusing on identifying customer demands (what customers are asking for)
and understanding consumer needs (what customers require to solve a
particular problem).
2. Idea screening
A company has to assess which ideas are viable (will survive in a
competitive marketplace), technically feasible (the company has the skills
and resources to produce them), and profitable (will make money).
3. Concept development
attractive idea is developed into several different product concepts.
4. Concept testing
5. Marketing strategy
6. Business analysis
Companies estimate the sales volume, the selling price and revenue
expectations.

24. *
a) The Workflow organization
* Resource allocation, Prioritization & Project team
b) Product Development & Optimization
* CAD & Prototype
c) Test marketing
* Collect info about the product performance in the marketplace before its
launch whether by simulation or even real sampling test in a real –short
range- market. “Local market”
d) Commercialization
* Action plan on introduction into market & Distribution network

25. *
* Product types:
1. Raw material: products used to make/manufacture other products, such
as Cotton, Steel, Oil, etc.
2. A product type: is a group of products offered by different companies
which are technically similar.
3. Product class: is a group of products that may be considered as
substitutes for another, such as H&M with Zara.
* Word combinations with Goods & Products
* Types of Services

26. *
* BCG matrix
1. Question mark
2. Star
3. Cash cow
4. Dogs

27. *
1. B2B (Business to Business)
2. B2C (Business to Customer)
3. C2C (Customer to Customer)

28. *
Brand:
A name, sign, symbol, or design or a
combination of these intended to
identify the good/service of a company
to differentiate it from those of
competitors.
Packaging:
The activities of designing and producing
the container for a product.

29. Brand Equity/Recognition:
The Marketing value/power of a brand based on
* – High brand loyalty
* – Name awareness
* – Perceived quality

30. Private Brand:
A brand created and owned by a reseller of a product or service.
e.g: Ghabbour
Co-branding:
The practice of using an established brand name of 2 different
companies on the same product.
e.g: SonyEricsson

31. Brand extension:
Using a successful brand name to
launch a new/modified product in a
new category.
Brand Awareness:
The recognition of a brand and
connecting it with a company’s
product.
Trademark/Logo:
A graphic symbol that represents a
brand.

32. Brand Slogan:
A phrase that refers to a the fundamental spirit of the brand –
expressed in a simple word of mouth.
: Brand Value
The tangible & intangible benefits offered from the brand to its
customers.
Brand Loyalty:
The consistency of choosing one brand over another, & keeping on
buying it again and again.

33. Differentiation:
The extent to which a certain brand is different and distinct from
similar product category.
Derived Brand:
When a component of a
Product becomes a brand by its
Own.

34. *
* Market Segmentation:
A process of dividing the total market into groups of customers that
tend to share values, needs, and purchasing habits.
* Or:
Identifies groups of buyers within a market who share similar needs &
demonstrate similar purchasing behavior.
* Applied through:
1. Demographics ( Age, sex, religion, ethnicity, Income & Lifecycle).
2. Psychographics (Education, Attitudes, Opinion & Lifestyle).

35. *
1. Innovators
Create something new and start a new trend.
2. Early Adopters
Identify trends early and like to be associated with the launch of a trend.
3. Early Majority
Follow the trend set by Early Adopters.
4. Late Majority
Follow the trends have been tested by the Early Majority.
5. Laggards
Are the last of people to buy a product/brand; indeed they may never buy it!

36. *
Self-
Actualization
Esteem needs
Social needs
Security needs
Physiological needs

37. *
*
Brand
Awareness
Purchase
* Intention
Routine
Purchase
Impulse
purchase

38. *
* Loyalty is a deeply held commitment to re-buy a
preferred brand in the future despite situational
influences that may cause switching behavior.
* Loyalty Programs:
Offering the customer gifts & advantages such as
Discounts & special offers in order to retain, keep
& identify Preferred customers.

40. *
*Building relationships with valued customers to maximize their
long term value and profitability (customer differentiation?).
*It maximize the value of the company’s customer base, more
focus on high value customers.

41. *
The process Steps:
1. Identify your customers and prospects.
2. Differentiate them; their needs, their value.
3. Interact with them to strengthen and deepen relationships.
4. Customize your products, services and messages to customers.
Privacy Policy:
Confidential data
* CRM Tech. : Privacy policy
Encrypt the info
1. Database
2. IT infrastructure
3. Front-office systems

42. *
* Marketing Budget: it present the cost of the marketing plan,
include the cost of distribution and different marketing actions
like Ads.
* Budgeting approaches:
1. Affordable approach
2. Percentage of Sales approach
3. Objective-and-task approach
4. Competitive parity
* ROI (return on investment)

43. *
* What is a Price?
It is the amount of money charged for a product or service, or the sum of
values that consumers exchange for the benefits of having or using the
product or service.
oCost based vs. Value based pricing
Product Cost Price Value Customers
Customers Value Price Cost Product

44. * The 2 extremes Pricing strategies:
1. Market-Skimming pricing
Setting a high price for a product to skim maximum revenues
from the segment willing to pay this high price “Crème de la
crème” ; the company make fewer but more profitable sales.
2. Market-Penetration pricing
Setting a low price for a product in order to attract a large
number of buyers and a large market share.

45. * Advanced Pricing strategies:
1. Captive product pricing
Pricing an item very low & its complement very high.
2. Economy pricing
Pricing an item as cheaply as possible.
3. Geographical pricing
Pricing according to area where goods are sold.
4. Penetration pricing
Pricing items at a very low price to encourage people to buy them- often the prices are
later raised.
5. Premium pricing
Charging a high price for a unique high-quality item.
6. Skimming pricing
Charging a high price for an item where you have a competitive advantage.
7. Psychological pricing
The consumer respond on an emotional –rather than a rational- basis.
E.g.: charging 99 cents instead of 1 dollar.
8. Product bundle pricing
Combining several products in the same package to move the old stock, like DVDs.

46. *
* Demand:
The higher demand on a certain product, the higher price attached to it.
* Product substitutability:
The more product alternatives, the less customer loyalty.
* Price sensitivity:
The customer is highly sensitive to any raise in price, especially if the
product is substitutable.
* Complementary costs:
the customer needs no complementary costs to get complementary goods.

47. *
* Shipping methods:
1. Container ships/freight “Oceans”
2. Air ships/freight “Airways”
3. Land freight/ Road haulage “Lorries & Vehicles”
4. Rail ships/freight “Goods Railway”
* Direct distribution:
* Eliminate the Middle-men
* Eliminate the Distribution costs
* Keeping track of the Inventory
* Receive customer orders directly
* Ease of the Mass-customization

48. *
* Merchandise is a marketing activity where a brand image is used
to sell another product, in order to increase retail sale e.g.:
CATERPILLAR clothes .
* Promotional merchandising:
1. In-pack offers: items inside the packaging e.g.: Toys in Kentucky.
2. On-pack offers: gifts, Discounts, money-offers.
3. Goodies/Giveaways: items like samples, hats with the firm’s logo.
4. Corporate gifts: luxurious items with the company logo given to special
Clients/ VIPs e.g.: Gold Pens.
* Sports merchandising:
(Addidas vs. Ahly football club) or (Egyptian league vs. Etisalat).
* Film, book & music Merchandising:
Cross Marketing: the sale of a product helps promote the sale of another
product , e.g.: games of a Movie story or book of a Movie story like Harry Potter.

50. *
* Trade show= Trade exhibition= Trade
fair:
Is an industry-specific business event.
* A Trade show vs. Public trade show.
* A Vertical trade show vs. Horizontal trade
show.
* Organizing an event “fair”:
1. Explore the Event profile of company’s
previous years events.
2. Check the Visitor profile/List.
3. Calculate the Floor space.
4. Book a Stand/Booth.
5. Customize the Booth with Trade show Displays.
6. Train the Booth Staff.
7. Guide the visitors with Roadmap to reach the
Venue easily.

51. *
* It is a form of Direct Marketing where an Operator calls potential customers in
order to achieve an immediate response. Measured through Cost per inquiry
or Cost per order.
* Outbound telemarketing:
The Operators call Prospects (potential customers) from a Cold List brought from a List
broker since such a process is called ”Cold Calling”.
A Qualified telemarketing list include the details about prospects who have the need or
authority to purchase.
* Advantages:
1. Lead generation
2. Phone sales
3. Appointment setting
* Lead Conversion is making a Follow-up calls after a Mailshot/Trade show
convert the Leads into Sales.

52. * Voice-broadcasting is a cheaper form of Outbound marketing -substituting the
live call with a Recorded message.
* Inbound telemarketing:
Clients call the telemarketing firm, may be in response to Advertising , make a
Reservation, place an Order or contact Customer service.
* Telemarketing scripts & dealing with the Customer’s objections.

53. *
* Browse the Home-page to check on the items of purchase through Delivery, the
Website visitors may search by Product category.
* A Wish list is list of items created by the client who wish to receive them as a
present. The Wedding list/Baby registry is a good example of the Wish list.
* A Clear payment information must be given for the customers, including
sufficient details about Delivery costs & options.

54. *
* Sales force
The sales force is composed from Sales-persons or Sales-reps who interact
directly with the prospects to build long-term relationships & make Sales.
* The Sales process: assist in converting leads into signed deals
1. Prospecting & Qualifying
2. Presenting
3. Closing deals
4. Following-up
* The Sales kit includes sales aid:
1. Product samples
2. Price lists
3. Order forms

55. *
1. Pester power
Encourages kids to ask their parents to buy a specific product.
2. Beauty “sex” appeal
Suggests that consumers who use the product will be more attractive.
3. Peer approval
Associates the product with social acceptance by friends or peers.
4. Scientific “Statistical” claim
Uses research or statistics to convince customers.
5. Lifestyle advertising
Suggests that buying the brand will give access to an inspirational life.
6. Rebel advertising
Goes against social norms and may appeal to teenagers.

56. 7. Escape advertising
Make the consumer imagine that he/she is living a very different
life.
8. Celebrity endorsement
Uses a famous person to recommend the product.
9. Puffing
Uses a very exaggerated message that customer won’t believe it
to be true.

57. *
* Media strategy
1. Communication objectives 4. Lifestyle
2. Target audience 5. Demographics
3. Media mix 6. Media budget
* Media planning
 Communication channels *Media buying
 Media schedule
Media bookings are done
 Continuity strategy “Top of mind”
 Media pressure strategy according to Space.
 Reach/Coverage
 Time span
 Frequency

58. * Advertising on TV/Radio
*
1. Contact an Ad Agency
2. Come-up with a Communication strategy
3. Check the Ad copy “Text”
4. Set the Catchy Jingle “music rip for the ad”
5. Create a memorable Slogan
* Advertising formats:
 TV/Radio broadcast “Commercials/ad”
A traditional format shown during the commercial break between programs.
 Ident
A short name with the Brand name & Logo shown before the program.
 Sponsored program “AFP-advertiser funded program”
Its financed by the Sponsor.
 Interactive ads
Applied with digital TVs by using the remote control to press a button responding
to the ad.

63. *
* Out-of-homes advertising formats:
 Roadside panels:
1. Billboards: (large outdoor panels for displaying ads.)
2. Giant banners/Wallscapes: (hung on front of the buildings.)
3. Light boxes: (illuminated panels.)
4. Tri-face billboards: (rotating tripod with 3 sides of ads.)
5. Scrollers: (signs displaying multiple posters.)
 Street furniture:
1. Bus shelters
2. Pedestrians panels
 Transit ads: e.g.: Bus, Taxi & Metro
 Ambient media: e.g.: back of the receipts
 Digital outdoor ads: e.g.: LED displays

64. *
A. Newspapers
 Dailies/weeklies
 National, regional & local press
 Tabloids: e.g.: El Waseet
B. Magazines
 Weekly, fortnightly & monthly

65. *
* Design:
 Printed docs are prepared & produced inside the Graphic studio.
 Graphic designers make the Layout & a Dummy showing how the finished
work will look.
 The Copy/Text is written by the Marketing team, the a Proofread is done
to ensure a mistakes-free work. This process is called Copywriting.
* The print job
1. Prepress: (Typesetting/composition, Print specification & Registration
marks).
2. Final proofing: (press check make few copies to see color corrections).
3. Printing/Press: ( 8 printing techniques).
4. Finishing: (perfect binding, folding & perforating).

67. *
* Branded content is entertainment created, funded or produced by a Brand.
(A good example is Pampers producing the babies healthcare program on Nojoom FM).
* It can be a TV show, Radio program, Movie, Video Game, Book or a live
event.
* Interruptive advertising: commercials in advertising breaks.
* Types of Branded content:
 Advertiser-funded program
 Off-air events
 Digital media networks
 Online
 Mobile/Wireless content
 Contract publishing
 Films
 Adver-gaming
 Product placement/integration

69. *
* Internet advertising formats:
• Banners
• Buttons
• Skyscrapers
• Pop-ups
• Microsites: small websites dedicated to promote a certain product & has its
own address or URL, may be a part of large business website (like Jordan by
Nike / AMG from Mercedes ).
• Rich media formats
• The effectiveness of Online ads unit is measured in Impressions- which is the
number of times that the Ad is viewed to the online audience.

70. * Search Engines
http://www.google.com
* SEM (Search Engine Marketing)
 Organic search listing Vs. Paid search listing
 SEO(Search Engine Optimization) increasing the traffic toward a certain website
according to its ranking in order to appear recommended in the SERP(Search
Engine Result Page).
 White hat/Black hat is a sort of classifying the websites based on Trust from
Search Engines.