This document provides an overview of key marketing concepts including the 4Ps of marketing (product, price, place, promotion), market research, analysis, planning, strategies, advertising, competitor analysis, and SWOT analysis. It explains that marketing is the process of communicating products to customers and involves product research, determining price value, distribution access, and promotional information. Market research provides statistics on customer tastes, needs, and trends. Marketing planning forms a strategy for marketing activities considering financial, product, sales, and advertising data. Competitor analysis assesses other businesses' strengths, weaknesses, and how a company can position itself competitively. A SWOT analysis identifies internal strengths and weaknesses and external opportunities and threats to help create a strategic marketing

1. Made By:
Jaskaran Singh Kohli

2. Introduction
• Marketing is the process of communicating the
finished product or service to customers.
• It is the common link between the final product
and the customer.
• It is also interpreted as the art of selling products
by attracting customers.
• It is one of the founding pillars of any business
enterprise.
Product → Solution
Promotion → Information
Price → Value
Place
(Distribution)
→ Access

3. Marketing

4. Market Research
• Marketing research involves conducting
and collecting research activities and
statistics information.
• Marketing research provides the
management with
relevant, accurate, reliable, valid, and
current information about customer's
taste, needs and the latest fashion and
trends.
• It includes both qualitative and

5. Market Analysis &
Assessment
Make sure you include:
• who will buy your product or service.
• where your market is located:
local, regional, state, national or international.
• the state of the market: is it
growing, declining, segmented.
• market influences such as seasonal price
fluctuations or trends.
• the price range: based on your target market will it
be high, low or in the middle.

6. Analyzing

7. Marketing Planning
• Marketing Planning involves forming a plan to undertake various
Marketing Activities.
• A Market Plan should include the following:
1. Financial data—Facts for this section will come from management
accounting, costing and finance sections.
2. Product data—From production, research and development.
3. Sales and distribution data — Sales, packaging, distribution sections.
4. Advertising- sales promotion, merchandising data.

8. Marketing Strategies
• Understanding Customer
Develop a clear picture the target customer using market research
and analysis. Understand the needs and wants of the customer.
• Analyze the Market
Some basic market research allows find market data such as total
available market, market growth), market trends, etc.
• Analyze the Competition
Research and assess the strengths and weaknesses to formulate a
competitive marketing strategy.
• Medium of Advertising
Choosing the most suitable and affordable means of advertising
and marketing the product.
• Analyze the Financials
Keeping in mind the budget and financial capacity of the business.
• Review and Revise
Continuously evaluate the effectiveness of your marketing
strategy, and revise or extend as needed.

9. Marketing Strategies

10. Advertising
• Advertising is a form of communication of marketing
and promoting products among the customers.
• Advertising messages are usually paid for
by sponsors and viewed via various traditional media;
including mass media such as
newspaper, magazines, television commercial, radio
advertisement, outdoor
advertising, blogs, websites or text messages.
• Advertising is very costly but is still done with the hope of
increase in sales and revenue.

11. Types of Advertising
Television Advertising
Radio Advertising
Online Advertising
Press Advertising
In-Store Advertising
Street Advertising
Social Advertising

12. Competitor Analysis
Things to keep in mind:
• who and where they are
• how you'll position your product or service against
them
• your product/service features against theirs and
what gives you a competitive edge
• the benefit/s of your service/product to the
consumer
• comparison of your pricing, promotion and
distribution

13. Competitor Analysis - SAMPLE
Competitor
Date
Established
Size
Market
share (%)
Value to
customers
Strengths Weaknesses
Their name When they
started
Staff
#s or
turn-
over
Estimated
percentag
e of
market
share
Their unique
value to
customers,
e.g.
convenience,
price, quality,
service
Their
main
strengths
Their main
weaknesses

14. SWOT Analysis
• A strategic SWOT
(strengths, weaknesses, opportunities and
threats) analysis will help you turn your
knowledge into strategy which you can then
turn into actions.
• It provides direction to the business and its
marketing strategies.
• Lists ways you can capitalise on your strengths
and take advantages of opportunities.

15. SWOT Analysis- SAMPLEStrengths Weaknesses
Advantages the business can exploit, e.g.
good customer service
innovative edge
unique products
Areas of the business that need to be acted
on, e.g.
poor website
not enough staff training
Opportunities Strategies using strengths to address
opportunities
Strategies to reverse weaknesses to address
opportunities
Marketplace areas that can be
built on, e.g.
gaps in the market
competitor closure
Ways to take advantage of business strengths,
e.g.
promoting good customer service to
attract competitor’s customers
Ways to ensure weaknesses don’t hamper
opportunities, e.g.
hiring an experienced trainer to upskill
staff
provide better customer service,
something no one is offering well at the
moment
Threats Strategies to counter threats with strengths Strategies to fix vulnerabilities
External issues that could affect
the success of the business, e.g.
decrease in consumer
demand
sudden increase in costs
Ways to use business strengths so threats are
not a problem, e.g.
launching new product to revitalise
consumer demand
Ways to address areas where the business
may be vulnerable, e.g.
utilising new technologies or social
media to reach potential customers
adapting green practices to minimise
costs

16. Jaskaran Singh
Photography