PART I:

Defining Marketing for the

New Realities# Marketing in
the 21st Century

1st sem 2020-2021

Proessor Rhomeo
Nuqui,MBA/CPM/SMP
 The Value of Marketing
Finance operations, accounting and other business
functions won’t really matter without sufficient demand for
products and services so the company can make profit.
CEO’s recognize the role of marketing in building strong
brands and a loyal customer base, intangible assets that
contributes heavily to the value of the firm.
Comment on the ff; companies:
Unilab for commercializing medicines on mass market
Jollibee food corporation huge spending on Advertising
Lazada and Zalora on choosing on line selling
 The Values of Marketing
Skillfull marketing is a never ending pursuit, but some
businesses are adapting and thriving in these changing
times.
 Introduction to
marketing Management:

Hugot lines on Marketing:

Interpret the message:
“ Marketing is the frontline as far as business
is concerned; It is also the bottom line”
How significant is marketing compares
to other parts of the business?
 REVIEW OF THE
BASIC
MARKETING
THE FOUNDATION OF MARKETING
MANAGEMENT STRATEGY
 The 3C’s of
Marketing/The Marketing
Triangle:
 1. CUSTOMERS

Market – pertains to people with desire to

buy the product, willingness to buy and
ability to buy a product offering.

Target Market, market segments, user

market- pertains to specific group of
potential users of a particular product
being offered in the market for
acquisition and for sale.

MARKET- is an arena or place where

buyers and sellers meet and transact and
exchange for a particular product.
3C’s KEY QUESTIONS

CUSTOMERS WHAT NEEDS, WANTS

AND EXPECTATIONS
CAN A COMPANY CAN
COMPLETELY SATISFY?

COMPETITION HOW CAN YOU

OUTPERFORM THEM?

COMPANY ARE WE GOING TO

MAKE REASONABLE
PROFIT?
NEEDS, WANTS
AND
EXPECTATIONS
“ I need to buy a house and lot with
a two car garage. It should of course
have ample potable water, and good
security within the area. I want it
near my children’s school and my
place of work. I also want to have
enough space for entertaining at least
50 guests. I expect to have friendly
neighbors.”
Demands and Expectations
Demands are wants backed up by
purchasing power
Expectations are products that
contains consumer promises or
benefits that can be obtain in the
long run
 COMPETITION: To outperform your
closest rivals in the industry
To achieve competitive advantage by
being:
Better than the competition
Closer than the competition
Faster than the competition
THE CASE OF SMART
TELECOMMUNICATION
THE CASE OF ABSCBN’S “
LAUNCH OF “ MAHIWAGANG
BLACKBOX” TV PLUS
 COMPANY: TO ACHIEVE
REASONABLE PROFIT
It pertains to the ability of the company to
do certain relevant functions more cost-
effectively than competition through:
Superior functional skills
Superior Resources
The best core competence is being able
to combine both superiority in skills and
resources.

MARKETING defined as the process of

continuosly and profitably satisfying
target customer’s needs, wants and
expectations more superiorly than
competition.
 The scope of marketing for the
COMPANY:
Creating, promoting and delivering goods and services to consumers and
business.
Goods,
services,
experiences,
events,
persons,
places,
properties,
and ideas
 MARMA: HOW IT WORKS?
Strategic Marketing Management deals with understanding
and accepting owners and top management’s relevant
priorities, their vision and their business mission.
It provides objective analysis of the industry and
competition.
Historical factors for success as well as possibly changing in
future success formula.
The company’s SWOT affecting your brand against its
competing category brand through:
STRAMA
Marketing strategies
Marketing tactics
 The 4 major markets
Consumer markets- company sells consumer goods for their
personal consumption such as household products and
foods.

Business markets- B2B/business to business such as product

for manufacturing products and for resell.

Global Markets- goods to sell for international and global

marketplace.

Non-profit and Governmental markets- such as churches,

universities and other charitable organizations.
 Defining Marketing
It pertains to a process by which individual and groups
obtain what they need and want through creating, offering,
and freely exchanging products and services of value with
others.
Marketing is about identifying and meeting human and
social needs.
Meeting needs profitably
MARKETING MANAGEMENT- is the process of planning
and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges
that satisfy individual and organizational goals.
 Marketers and Prospects
Marketer is someone who seeks a response a attention,
a purchase, a vote a donation from another party,
called the prospect. If two parties are seeking to sell
something to each other, we call them both marketers.
 8 Demand states under
marketer and prospects
Negative demand

Non- existent demand

Latent demand

Declining demand

Irregular demand

Full demand

Overfull demand

Unwholesome demand
 Core marketing concepts
1. NEEDS WANTS
DEMANDS
Needs, wants and demands and also expectations

3 screen to reach consumers are TV, Internet and

Mobile.

TRIMEDIA to TRIMP media and Multi media

 2. TARGET
MARKETS,POSITIONINGA
ND SEGMENTATION
TARGET MARKETS

MARKET OFFERING

POSITIONS
 3. OFFERING AND
BRANDS
VALUE PROPOSITIONS- set of benefits that satisfy those
needs.
Brand
4. MARKETING CHANNELS
• COMMUNICATION CHANNELS
• DISTRIBUTION CHANNELS
• SERVICE CHANNELS
5. PAID, OWNED AND EARNED MEDIA
6. IMPRESSION AND ENGAGEMENT such as: TV, Internet,
Mobile
7. VALUE AND SATISFACTIONS
8. SUPPLY CHAIN
9. COMPETITION
10. MARKETING ENVIRONMENT
THE NEW MARKETING
REALITIES
TECHNOLOGY

GLOBALIZATION

SOCIAL RESPONSIBILITY
 Company orientation to the
market place.
Production concept
Product concept
Selling concept
Marketing concept
Hollistic Marketing concept
MARKETING MIX/4Ps OF MARKETING- controllable factors
which includes:
PRODUCT, PRICE, PLACE and PROMOTION is now
upgraded with the ff: PEOPLE, PROCESSES, PROGRAMS
AND PERFORMANCE
 Thinking applications: Needs, Wants and
Expectations:

1. What are the possible needs, wants and expectations

of the following specific target of the given brands in
question number 2.

2. Who are the competition of the following? Start with

direct competitor before going to indirect competitor.
Provide a column of competitors

a. Banco de Oro

b. ABSCBN

c. Nike

d. Mercury Drug
 KRA/key Result Areas IN
MARKETING link to the
3C’s
SALES- resulting from satisfying customer’s requirements.

MARKET SHARE- resulting from outperforming

competition.

PROFIT- resulting from having excess of sales over expenses.

Conveting 3CS into KRA:

3Cs----------------------------KRA

Consumers----------------- Sales

Competition--------------- Market share

Company------------------ Profit
1: SALES: How do you sell something? sales= sales
price X sales volume
Marketing is the art of selling the product but
actually Selling is only the tip of the marketing
iceberg.

You must create more demand

Nothing is more convincing to customers than

the fact that many, many others also want the
same thing.

It is not just the ability to sell but more so on

the ability of marketers to generate REPEAT
PURCHASERS.

The concept of having “SUKI”( continuous

marketing) in contrast to “PALUSOT” or
hustler method,
 SALES STRATEGY: Maximizing
sales can be done in 2 ways:
Increase or maximize the selling price or
Increase or maximize sales volume
3 U’s in creating more sales:
1. New Users ( identify new customers for the product)
2. New Usage ( for what purpose is the product used?)
3. More Usage ( when and in what occasions is it
used?)
Try the following:
 Identify the following which of the 3Us is
being utilized to increase sales.
1. Lipovitan a popular energy drink for men launched
Lipovitan Ira for Women.
2. Too much in take of Gluthathione whitens your skin and an
effective source of anti oxidants that’s cares liver.
3. Star margarine promotes star rice as a more nutritious food
for household and good blend for frying chicken.
4. Revicon recommends 3 times a day consumption for more
reserved energy instead of once a day.
5. Viagra is now promoted as an erection pill for older men
than heart attack booster.
 2: MARKET SHARES- the ratio of your
brand sales VS the total market sales.
If the total industry produce 200 million and your company sales
is 50 million, your market share VS the industry is 25%.

If in case this year the total industry produced 150 M and your
company sales produced 48M your market share is 32%. (
company sales/ industry sales volume = company market share

Market share represents the growth and decline of a certain industry

where your brand is competing.

Gaining market share are points that you outperform your

competition. It is not enough to just increase sales volume, it must be
increased at least in proportion to the industry’s growth.
Food chain The case of JFC
jollibee
in the food chain
industry
mcDonalds 10 5 35 jollibee alone is 65% not to nclude
kfc 15 chowking, Greenwich which
comprises a total of 75 % of the
total industry market share in the
mang inasal foodchain category which declares
15
20 Jollibee Food corporation a market
chowking dominating brand. ( as of
2008,jollibeepublication) last 2013 JFC
max's bought the 75% stocks of Mang Inasal
declaring them as the owner of the said
brand
 3: PROFIT- every business aim for
reasonable income in excess over its sales of
the product.
 Anti-dandruff
shampoo

Since 1950, head & shoulders has

been at the forefront of scalp and hair
science, significantly advancing the
treatment of dandruff and scalp
problems. Along with professional
advice and expert insight we have a
wide range of products to care for your
scalp and nurture your hair.

Gard anti-danduff shampoo has ZO

plus to help effectively removed100%
of dandruff flakes. It has refreshing
scent that leaves your hair smelling
fresh and clean.
Questions:

1. Differentiate their target market and its

segment.
2. What makes the customer value this kind of
product?
 Milo

MILO® has been building champions

for the country ever since its Philippine
debut in 1964. Its delicious and
nutritious formula, composed of
Protomalt, milk, cocoa and energy
releasing ACTIGEN-E, helps energize
Filipino athletes in reaching their full
potential.

MILO® has established

annual events that aim to encourage
future champions to get into sports.
Questions:

1. Why customer keep on buying this kind of

energy drink?

1. Describe their characteristics and profile as

consumer.
2. Why Milo exist in this generation?
Thank you.