1. Principles of Marketing
Creating and Capturing
Customer Value
1

2. What is Marketing
“Managing a profitable customer relationship”
Building a lasting Delivering our
customer promise of Attract new
relationship superior value to customers keep
based on customers growing current
creating value
2

3. Value Statement
• Wal-Mart “Save Money Live Better”
• Disney “Imagineers”
• Apple “Think Different”
• Galina ““We are committed to provide superior value
products to our partners worldwide”
3

4. The Marketing Process
Design a Construct an Capture value
Understand the Build Profitable
customer integrated from
marketplace relationships
driven marketing customers to
and customer and create
marketing program that creates profits
needs and customer
strategy delivers and customer
wants delight
superior value equity
Simple Model of Marketing Process
4

5. Understanding the Marketplace and
customer needs
Customer Needs / Wants / Demands
Needs Wants Demands
• State of felt • Culture, personality • Buying Power
deprivation Shaped • IQF Fruits and
• Ex: Fruits and • Cuts, shapes, vegetables and
vegetables brine…etc other forms for
retail/Industries
Market Offering: a combination of
products, service, information, experience
offered
5

6. Marketing Myopia: The mistake of paying more attention
to the specific products the company offers than to the
benefits produced by this products !
• …..its not what we sell, its
what the customer want!
Try to join your tunnel with the customers’
What we sell : IQF Fruits and Vegetables
• What our customers want :
• Production Jam/ice cream/Juice, Other
industries, Retail, etc
6

7. Marketing System
Company
Marketing Consumers
Suppliers Intermediaries
Competitors
Marketing- in short – involves serving a market of final consumers in
the face of competitors.
Each party in this system, adds value, for example, Galina cannot
meet its goal of high quality /reasonable price, unless our suppliers
(Procurement) provide such high quality products at a convenient
price.
7

8. Normally, marketing is carried out by sellers, but with
today’s digital technologies consumers can do marketing
as well.
• How can we reach customers?
• How can customers reach us?
8

9. Designing a Customer-Driven
Marketing Strategy
Marketing Management
we need to know:
• What’s our target market? (who will we serve)
• What’s our value proposition? (How will we serve)
9

10. 10

11. Production Product Selling Marketing
concept Concept Concept Concept
The idea that
The idea that
consumers will
consumers will favor The idea that
favor products that The idea that
products that offer achieving
are available and consumers will not
the most organizational goals
highly affordable buy enough of the
quality, performance depends on knowing
and that the firms’ products
, and features and the needs and wants
organization should unless it undertakes
that the organization of target markets,
therefore focus on a large – scale
should devote its delivering satisfaction
improving selling and
energy to making better than
production and promotion effort
continuous product competitors do
distribution
improvements
efficiency
11

12. What is the best concept / Orientation for Galina to
follow?
12

13. Preparing an Integrated Marketing Plan
and Program
• Transforming the Marketing strategy into action
• Company use a marketing mix to fulfill a marketing
program
13

14. Marketing Mix
• Set of tools that work together to satisfy customer need
and build strong customer relationship
Product Price
Customer Solution Customer Cost
Place Promotion
Convenience Communication
14

15. Building Customer Relationship
“We are committed to provide
Customer
superior value products to our
Customer
Value Satisfaction
partners worldwide”
• Satisfied customer buy again and tell others
about the good experience
• Dissatisfied customer often switch to a
competitor!
• Customer value and customer satisfaction are
key building blocks for developing and
managing customer relationship
15

16. Working closely with partners inside and outside the
company to bring a greater value to customers
outside
Supply chain
management
Inside Every employee
must be customer
focused, teams from
different departments
cooperate together
to bring company
value
16

17. Capturing Customer Value
• Customer Relationship Groups
True
Butterflies
Friends
Strangers Barnacles
17

18. 18