Marketing 2.0

2. History of
Marketing 2
BY: Mustafa Abdelnaser

3. Marketing 2.0
“Customer Centric Marketing”
(1970s -1990s)

4. Marketing 2.0
 Objective: Satisfy and retain customers
 Enabling Forcing: Information Technology
 Values: Functional & Emotional

5. Marketing 2.0
STP Branding
Segmentation Targeting Positioning
Give Promises and keep them

6. Segmentation

7. Segmentation Criteria
 Demographic: Age – Gender – Income - Religion
 Geographic: Region - Country - State
 Physiographic: Lifestyle - Personality - Opinions - Social Class
 Behavioral: Online Shoppers - Sporty - Reader

8. Targeting

9. Targeting Criteria
 Undifferentiated (one product to all segments) ex. coca cola
 Differentiated (different product to different segments) ex. Samsung
 Concentrated (one product to one segment) ex. Rolex watches

10. Positioning

11. Positioning Criteria
Positioning by product:
 More for more: Apple
 More for the same: Samsung
 More for less: Alcatel
 Less for much less:

13. Slogans Game
 Just do it!
 Think Different
 When there is no tomorrow
 The happiest place on earth
 Connecting People
 Open Happiness
 Inspire and nurture the human spirit
 Come to where the flavor is
 The best or nothing
 Seek The Peak

14. Questions?

15. Thank You!!