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    Grey Modern Professional Business Project Presentation

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    Ngọc Minh Đỗ
    The document outlines the principles of marketing including defining marketing as a process of creating value for customers, building strong customer relationships, and capturing value in return. It then discusses the 5 steps of the marketing process: understanding customer needs, designing a customer-driven strategy, developing an integrated marketing program, building customer relationships, and capturing value from customers. The document uses examples and diagrams to explain key marketing concepts like the 4Ps, marketing orientations, customer relationship management, and how to capture value from customers.

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    Grey Modern Professional Business Project Presentation

    Uploaded by

    Ngọc Minh Đỗ
    10 views53 pages
    The document outlines the principles of marketing including defining marketing as a process of creating value for customers, building strong customer relationships, and capturing value in return. It then discusses the 5 steps of the marketing process: understanding customer needs, designing a customer-driven strategy, developing an integrated marketing program, building customer relationships, and capturing value from customers. The document uses examples and diagrams to explain key marketing concepts like the 4Ps, marketing orientations, customer relationship management, and how to capture value from customers.

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    The document outlines the principles of marketing including defining marketing as a process of creating value for customers, building strong customer relationships, and capturing value in return. It then discusses the 5 steps of the marketing process: understanding customer needs, designing a customer-driven strategy, developing an integrated marketing program, building customer relationships, and capturing value from customers. The document uses examples and diagrams to explain key marketing concepts like the 4Ps, marketing orientations, customer relationship management, and how to capture value from customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    10 views53 pages

    Grey Modern Professional Business Project Presentation

    Uploaded by

    Ngọc Minh Đỗ
    The document outlines the principles of marketing including defining marketing as a process of creating value for customers, building strong customer relationships, and capturing value in return. It then discusses the 5 steps of the marketing process: understanding customer needs, designing a customer-driven strategy, developing an integrated marketing program, building customer relationships, and capturing value from customers. The document uses examples and diagrams to explain key marketing concepts like the 4Ps, marketing orientations, customer relationship management, and how to capture value from customers.

    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    of 53

    GROUP B

    PRINCIPLES OF

    MARKETING
    OUR TEAM

    Vu Viet Duy Ta Thao Nguyen


    Team leader

    Duong Thi Lan Chi Vu Thi Thuy Duong

    Vu Thanh Tung
    01 02 03 04
    Marketing Marketing Case study Q&A
    definition progress
    MARKETING
    DEFINITION
    Marketing is a process by which companies
    create value for customers and build strong
    customer relationships to capture value from
    customers in return.
    Capture value

    Strong
    relationships

    Value
    MARKETING PROCESS

    Step Step

    01 02
    Understanding Design a
    the marketplace customer driven
    and customer marketing
    needs strategy
    BORCELLE

    Step Step Step

    03 04 05
    Design Building Capturing
    intergrated customer values from
    marketing relationships customers
    program
    STEP 1: UNDERSTANDING THE
    MARKETPLACE AND CUSTOMER NEEDS

    Needs Wants Demand


    NEEDS
    Human needs are
    states of felt deprivation.

    INDIVIDUAL NEEDS FOR


    BASIC PHYSICAL NEEDS
    KNOWLEDGE
    AND SELF-EXPRESSION.

    SOCIAL NEEDS FOR


    BELONGING AND
    AFFECTION
    WANTS
    Form that needs take as they are shaped by
    culture and individual personality

    Example

    A man is hungry,
    he NEEDS food.
    He prefers
    Vietnamese food
    and he WANTS
    Pho.
    DEMAND

    Wants backed by
    buying power

    Given their wants and resources,


    people demand products and
    services with benefits that deliver
    the most value and satisfaction.
    MARKET OFFERINGS
    Some combination of
    products, services, solutions,
    and experiences offered to a
    market Include
    experiences
    to satisfy a need or want.
    Include solutions

    Include services
    MARKETING MYOPIA
    The mistake of paying more
    attention to the specific
    products a company offers than
    Forget that a
    to the benefits and experiences product is only
    produced by these products. a tool

    Lose sight of
    underlying
    customer needs.
    Focus only on
    existing wants
    STEP 2:DESIGN A
    CUSTOMER DRIVEN
    MARKETING STRATEGY
    Marketing Strategy: a business’s game plan
    for reaching prospective consumers and
    turning them into customers of their products
    or services.

    Goal; Achieve and communicate a


    sustainable competitive advantage over rival
    companies.
    Marketing Management Orientations
    PRODUCT PRODUCTION
    STRATEGIES STRATEGIES

    Product Concept is a marketing Production Concept is an approach which


    philosophy which assumes that believes that customers are willing to buy
    Meaning customers admire quality-rich the products which are easily available at
    products, with advanced features. low prices.

    Improvement in the production


    Means Improvement in product over time
    efficiencyBORCELLE
    and distribution coverage.

    To provide better quality products


    Objective To achieve the economies of scale.
    to the customers.

    Emphasis on Product Production


    The marketing concept concentrates on the buyer’s needs and then the means are
    identified to meet out those needs. On the other hand, selling concept stresses on the
    needs of the seller and so, it is the seller who rules the market.
    SOCIETAL CONCEPT

    01 The emphasis of this concept is


    to make the company fulfill
    social responsibilities for a
    sustainable future in the long
    term.

    The idea of the societal


    02
    marketing concept is that the
    businesses should satisfy the
    needs and wants of customers
    STEP 3: DESIGN INTERGRATED
    MARKETING PROGRAM
    Set Clear
    Objectives 01
    Know Your
    02 Audience
    Craft a Unified
    Message 03
    Choose Effective
    04 Channels
    Test, Optimize,
    and Adapt 05
    STEP 4: BUILDING CUSTOMER
    RELATIONSHIP

    01 02
    Customer
    Customer Value
    Relationship
    and Satisfaction
    Management
    CUSTOMER
    (CRM) RELATIONSHIP

    03 04
    Understanding Customer
    the Maketplace Relationship
    and Customer Levels
    Needs
    CUSTOMER RELATIONSHIP
    MANAGEMENT

    It is the overall process of


    building and maintaining
    profitable customer relationships
    by delivering superior value and
    satisfaction.

    CRM deals with all aspects of


    acquiring, keeping, and growing
    customers.
    CUSTOMER VALUE AND
    SATISFACTION

    01 CUSTOMER- PERCEIVED VALUE


    The difference between total
    customer value and total
    customer cost

    02 CUSTOMER SATISFACTION
    The extent to which a product’s
    perceived performance matches a
    buyer’s expectations
    UNDERSTANDING THE MARKETPLACE
    AND CUSTOMER NEEDS

    -Set the right level of expectations Marketers


    -Not too high or low

    -Value
    Customers
    -Satisfaction
    CUSTOMER RELATIONSHIP
    LEVELS AND TOOLS

    BASIC RELATIONSHIP

    FULL PARTNERSHIPS

    Partner relationship means working


    closely with partners in other company
    departments and outside the company
    to jointly bring greater value to
    customers
    STEP 5:
    CAPTURING VALUE FROM
    CUSTOMERS
    Creating Customer Loyalty and Retention

    Customer lifetime value is the


    value of the entire stream of
    purchases that the customer
    would make over a lifetime of
    patronage.
    OUR TEAM
    CAPTURING VALUE FROM
    CUSTOMERS
    Growing Share of Customer.

    Share of customer is the


    portion of the customer’s
    purchasing that a company
    gets in its product categories
    CAPTURING VALUE FROM
    CUSTOMERS
    Building Customer Equity

    Customer equity is the total


    combined customer lifetime
    values of all of the company’s
    customers
    CAPTURING VALUE FROM
    CUSTOMERS
    Building Customer Equity

    Building the right relationships with Different types of customers require


    the right customers involves treating different relationship management
    customers as assets that need to be strategies – Build the right
    managed and maximized relationship with the right customers
    CASE STUDY : VINAMILK REBRANDING CAMPAIGN
    JULY 6, 2023

    DELIVERING A YOUTHFUL AND VIBRANT ENERGY SOURCE,


    PURPOSE :
    TAILORED TO THE PREFERENCES OF THE NEW GENERATION OF
    CONSUMERS.
    REPOSITIONING TO ALIGN WITH THE NEW GENERATION OF CONSUMERS

    REPOSITIONING FOR THE "GO GLOBAL" VISION – EXTENDING REACH ON A GLOBAL SCALE

    REPOSITIONING TO BECOME PROMINENT AND DISTINCTIVE


    .
    REPOSITIONING AS A NECESSARY RISK, RECOGNIZING CHANGE AS A PATHWAY TO
    IMPROVEMENT
    THE NEW BRAND STRATEGY AND VISUAL IDENTITY CAMPAIGN
    ADVERTISING ACTIVITIES ACROSS MULTIPLE TOUCHPOINTS SUCH AS OUT-OF-HOME (OOH), DIGITAL, AND
    SOCIAL MEDIA FOR THE LAUNCH CAMPAIGN OF THE NEW BRAND IDENTITY
    https://est1976.vinamilk.com.vn
    APPLICATION
    AND CASES
    Company case

    The Walt Disney World Resort:


    Making Magical Moments
    Describe The Walt Disney World
    experience based on the concepts
    of needs, wants, and demands,
    differentiating the three.
    KEY CONCEPT

    Demands

    Wants

    Human wants that


    The form human
    are backed by
    Needs needs take as
    buying power
    they are shaped
    by culture and
    States of felt individual
    deprivation personality
    NEEDS

    Social Needs: Disney promote


    the social needs

    Basic Needs: Disney World


    recognizes and addresses the
    basic needs of its visitors,
    such as the need for
    accommodation, food, and
    safety.
    WANTS

    Disney promote the customer want by


    giving different experience of
    accommodations and foods

    The themed attractions and immersive


    environments cater to the wants of
    experiencing magical worlds and thrilling
    adventures.

    The resort caters to the entertainment


    wants through a multitude of attractions,
    shows, and character meet-and-greets.
    DEMANDS

    Specific Quality Services


    Attractions and
    Demands for high-
    Experiences
    quality services are met
    Disney World responds to through Disney's
    these demands by offering emphasis on customer
    a wide range of attractions service training for all
    and experiences, allowing employees, ensuring that
    visitors to tailor their visit guests receive a positive
    based on personal and memorable
    preferences. experience.
    1.17

    What does Walt Disney World teach us


    about the internal culture, people, and
    processes that must be in place for an
    organization to create and deliver great
    customer experiences?
    INTERNAL CULTURE

    Disney has an obsession with customer


    experience. They prioritizes the customer
    experience to the first.

    They pay attention to detail and


    “imagineering”, bring the magic and
    fantastic atmosphere to the customers
    PEOPLE AND PROCESS

    Disney World train their employees


    perfectly. Every employee was trained to be
    enthusiastic, knowledgeable, and
    professional in serving Disney’s guests.
    All Disney employees understand their roles
    and responsibilities. And they perfectly done
    their work. Furthermore, they can make the
    connection on a personal level,
    Disney still continues to innovate and adapt
    1.18

    How do customer expectations influence


    Disney World’s approach to creating great
    customer value and experiences? How can
    Disney manage those customer
    expectations?
    VALUES

    They focus on
    Disney build
    researching and
    their attractions
    understanding
    based on They train their
    customer
    customer want employees for They have an
    expectations,
    and demand, satisfy the excellent
    then giving a
    Giving them the customer customer care
    solution to the
    atmosphere that experience.
    problem or
    they are looking
    dissatisfaction of
    for
    the customer
    How can The Walt Disney
    World Resort better meet
    the challenges it faces in
    delivering its famous
    customer experience?

    1.19
    Come up with some
    original and innovative
    ideas
    INNOVATION
    01 GUEST EXPERIENCE CHANGES

    02 CULTURAL REPRESENTATION

    03 GUEST EXPERIENCE CHANGES

    04 GUEST CAPACITY INCREASES


    TOURISM INDUSTRY
    1 EMPLOYEE TRAINING

    2 CUSTOMER CARE

    INNOVATING BASE ON
    3 CUSTOMER EXPERIENCE
    EXCEED THE CUSTOMER’S
    4 EXPECTATION

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