man and beautiful afternoon not not before wow look at that color you matching the curtain yes that's a special day today but your CER is not so good where are you I I don't know it's not sure why is it how do I look you look great I'm not sure is it okay now okay watching the Olympics or not no doctor I'm not oh I'm started yesterday I just started last the final one the finales okay there's no bakra there's no is B there no I saw KU no you qar was there and no Saudi I'm not sure about Saudi but bahin is not there as Sai is not there they did not qualify I think and the Qatar is there I think Oman was there and funny part I see some LR is not there they are not able to start to come and join interesting only two of us no no we will have we have 30 where are the people you already started or not yet no it's started is already open yes it is okay so where is Professor Victor he will be joining I just communicated with him in the morning as well okay okay I will be here okay sh meet okay sure e e e e e e e e e very good morning Maran Janice how are you beautiful morning Professor Victor how are you I'm okay yeah good yeah long long time long time very busy times but you know here again what about you yeah busy busy just came back we Trav a little bit on Europe and come back only came back yesterday yeah I hope not in Barcelona yet Dr JIS okay because it's too hot well too hot and of course if you come in here I'm waiting for you yeah yeah for sure for sure you know I didn't want to go that that that way because of the Olympics now and I'm sure I don't know but I'm sure part yeah yeah yeah yeah hey if you heard some noise or background is because I I am in my house and I have all the windows open and some noises are about but if you yeah if if there is too much Marian let me know and I do you know few things to to try to slow down somehow how many how many outlets do you have in only how many what how many how many participant uh today Maran I don't no how many participants do you have in the Olympics from Spain ah very good question 3 uh7 353 or 63 okay 172 ladies 1721 men for the first time more ladies than men in the from Spain delegation yeah the highest one I think is France and US 500 plus yeah then China of course we are we have Australia Australia Italy also have I saw the all the inaugurations yesterday and the ship the bigger ship was United States and France of course the biggest one is France but Australia uh Italy um who else uh Spain has a very good delegation too but you know Hungary has 170 good number because we have only n million people yeah no no but you have a lot we we were surprised you have how many do you have how many what is your population Spain 46 million yeah and we have 9 million out of 97 yeah yeah yeah yeah yeah but incredibly big countries I mean uh po populated countries some of them doesn't have any you know very few athletes yeah but I think it's also depend on developments like Vietnam Vietnam is huge and they have only like we number yeah no but I can I cannot remember exactly but there are few countries where very well developed for example I don't know Malaysia or Indonesia Malaysia the delegation was too small and is under development but you know 200 million at least you have 100 and they have I don't know 30 or something like this but I think uh Professor Victor is also because of the qualify you know the qualify was in monac I saw it in UK as well and not everybody can make it exactly if you don't if you don't have the the the times you cannot be there yeah yeah was interesting watch even qualifies yeah that that's why that's why some of them has many like Hungary and some others has a very few ones yeah yeah but it's interesting how how do you like the opening C very different very different from the the traditional one yeah what they used to I like a lot I like a lot they show a very very smart way to show who you are which are your culture your values what do you have to offer and then put the city in value from different perspectives I I really like it I just you know few few things I can improve but you know very difficult they have 10 years you know making this preparation so imagine what you can do with money and 10 years yeah sure it was interesting I I I like it too I didn't watch it on was too late but was really really nice yeah I really enjoyed it do doctor I I want I want to see you in Barcelona soon please come and you know I want to be your host somehow definitely I I want to uh maybe I go maybe I'm not sure I will see I might travel again to I want to go to crotia and maybe but I let you if I come all the way to because I will be driving yeah that will be nice let me know in advance Dr Jen because today I manage 192 Partners worldwide I have so many travels in my in front so I'm I'm quite I'm quite crowded of you know traveling family you know doctorate program you know too many things on my on my desk right now but but happy happy to receive you here you Marian and any Stans who want to join us that's really nice and I see all the students anybody guys watching the Olympics we have all the students here I don't know if they anybody watching the Olympics was really nice to see yeah Omar good afternoon good afternoon Omar you uh hi good morning after parties or afternoon yes afternoon good afterno ahed far good afternoon dois yes you are watching it that's nice Paris good afternoon do we have any new students Maran uh yes we do have new students okay so welcome to the class uh kindly let us know who is who is if is your first class let us know and of course if this is your last class so please tell us and after everybody Amed Amir ashraa a I'm pronouncing all your name correctly Jamal Mohamed na na Omar wow that's a name sorry yeah t and thank you for joining us yeah a busy day today you shall we start yeah let's go Maran Jan if you allow us yeah please okay let start all right so let me just go ahead and pull up my slides so very good afternoon to everyone so that I can introduce you the panelist as well as some of the rules and regulations I hope everyone can see the screen so a very beautiful afternoon everyone once again and welcome to today's live class for 708 strategic marketing the class will going to be from 1 pm until 10 pm be time for the panelists you have myself my name is Mariam zir and I'm the webinar coordinator with me we have our program director Dr yanaz as well as professor Elvis he is from Spain who will going to be teaching this course for the break timings please do note that we will going to be taking three breaks throughout the session your break one will going to be from 3:20 p.m. to 3:40 p.m. your second break will going to be for 1 hour starting from 6:00 p.m. to 7:00 p.m. and at the end we're going to be taking a very short brief break for 15 minutes that is from 7:40 p.m. to 7:55 p.m. please do note that the timings that I am announcing are based on Bahrain time zone and I do realize some of you are following different time zon so kind do keep a note in mind that these timings are based on B time zone but obviously before every break I will going to be giving you a thumbs up just to let you know that we have a break coming ahead for the rules and regulations we have if in case you have any questions please feel free to write it down either in the chat for or you can go ahead and use the Q&A tab as well but in this case we do prefer if everyone will stick to one mode of communication so that it is much more easy for the professor to read out your questions or any comments that you have and obviously to answer them accordingly so please kindly use chat box option rather than Q&A tab you do have another option also that is to use your microphone or the use of audio to do that you just have to raise your hand so that me or Professor U Victor can have like a notificational alert and obviously once you're done communicating using a microphone please do not forget to meet muted so that we can avoid any background noise or disturbance we're going to be using different and multiple methods of interaction that you will going to be noticing I already uh mentioned the chat box option already we're going to be playing some YouTube videos and there are certain activities that are arranged based on those videos apart from that we're going to be using whiteboard that is if necessary we have fing questions and we have an application called cahoot that we use for mcqs and true and false we do have some of you who will going to be taking this course as your first class so I advise all of you to go ahead and download this application called cahoot in a separate device than the one you're using for Zoom because you were going to be noticing that when we are playing or using this applicational activities it will be making it more easy and convenient if you have two multiple devices and at the end of every module we're going to be having open discussion and obviously all of you are most welcome to join in we're going to be also sharing survey Link in the chat bar in the upcoming stage and obviously this link will also be available in the chat bar or obviously later on on WhatsApp and Google Classroom so this is a mandatory step towards completion of your course so all of you have to fill it up and send us the feedback in case if you need any assistance during the class and after the class you are most welcome to contact me either via WhatsApp or you can go ahead send me an email as well I will leave my contact details in the chat bar for those of you who are not in contact with me but I believe all of you are and I hope you will going to have a wonderful learning experience and obviously you will enjoy the class so that's all from my side I will pass the microphone to Dr yanis yeah thanks much and Professor Victor and all the audience welcome to the class mam do we have any new students who joining this class can you hear me can you hear me or not yeah okay do we have anybody who new today thank you everybody yes we have for the new students we have what the Sim Omar no no I'm checking the students who joined so [Music] far H yeah okay I just wanted to yeah so if this is your first class welcome to the program hope you have a wonderful Journey my name is I'm the program director and we have Professor Victor from Spain and of course Mariam who will be assisting you in the in the class let me just share with you my presentation as well as Norm also have a short presentation can you see it maram yes we can that's good thank you uh so today we have I'm just so today we have 708 strategic marketing with Professor Victor thanks so much joining us Professor Victor and many interest topics you can see that one is mentioned here probably as you know we start always from the from the foundation and then we build it up to to more complicated about creating the brand strategic marketing and planning and of course in the beginning give you a basic information and then from there we read it up to a little bit more complex and of course we we appreciate your input okay so here the assessment we have two assessment as normal you have final assignments is 90% And then you have a tutor attendance with Professor Victor which will give you 10% only the attendance but it is required elements if you have any any any issue please let us know if it's a new student make sure you log in today and tell mam if you need any assistance everything is is mentioned here as long as you register you will have full access to the class this is recorded class okay so right now we recording it and maram and we will share with you tomorrow the full recorded class for 708 now we have our elements as you know as a new students and also as our regular students and addition to that one we have also our Google Classroom the Google Classroom is is really important uh in terms of communication with other students and also if Professor Victor or us have any update everything will be updated here in the Google classroom and there's communication between you professors and also other students as well how do you get an access to this one uh we will send you tomorrow a WhatsApp a link you just have to click on the link and then you have automatically access and you have all the notification coming up your class as always like to have this in the end where we open for 1 hour and then at the end we can have a discussion and hopefully we can see you as well during that time congratulation man you there I think this is our our new students okay maybe just let's congratulate they just finished level seven over the last two weeks and they will be going for the intake sure so we would like to congratulate the students who just recently completed qualify level 7 so in the list we have k we also have ABD rman alil we have AA Hala muhamed Ahmed Ahmed R Farah Arjun H KH Muhammad okay congratulations success level 7 and then they will be joining the intake with their University of their choice again good news as we have mentioned before as well you have award for quality of Education that was November I'm not sure why we have it because we have a recent one do we have a recent one July 2024 we have quite a lot of students attended it was just on when was it 7 or 12 of July uh 17 17 July Ang and congratulations to our students that's our next inake September of course is coming up kindly let us know if this is your last course and if you would like to join we will happy to issue for this intake as well you see the deadline some of the deadline is already in August but don't worry they always you some extension because the class is starting in September now for this one we have an assessment guidance session as you know so 708 if you look at it carefully we have the class now in July and then the first one is going to be in August okay this vure first of August and the next one is going the 22nd of H now this one will help you hard to uh answer the questions for your assignment question and academic session as well if you new students or if you like to attend it will be coming up on 30 of July okay thanks so much and of course cahoot many many different exercise to make sure you you are involved in the class what about this videos of the future in Rome uh yes so this Workshop will going to be happening in Rome in the month of September the dates are that has been scheduled for 3 Days 19 20 and 21st and it has been organized in collaboration with Gano Marone University okay so see the p550 and that's all from my side hopefully I can join if not M will give you full details and hope you have a wonderful learning with us and and thanks for joining and it's all yours Professor thank thank you thank you Dr Janice Marian pleasure to having you here again Marian as this class is not the same without you with all your support so thank you being there and thank you for the opportunity Dr Janice so uh ladies and gentlemen we start this journey today it's going to be uh quite uh short in time because it's one day but long in hours so uh my biggest recommendation is for you all I going to uh share with you uh some insights about marketing strategy that I've been learned in my previous experience uh professional experience uh also with my academic experience but uh for my perspective point of view this is not enough what I just recommend to make this classes more interactive is anytime you have any doubt please let me know put uh if you don't raise your hand and don't want to interrupt the classes with voic Le I mean with the microphone we are can all load that uh please do that in the chat box so I going to have my uh screen open for uh the slides this is the one you see but in the corner I have the chat box open for any questions or any doubts or any insights you want to know more about it but if you want to share your on professional or academic or knowledge experience please uh tell us raise your hand and Maria will be um attend or will be aware about this hands up to uh make your contribution this is the the the the most important thing for the class today this interaction since we are online I understand that being here for too many hours is more uh let's say profit able from a learning perspective knowledge and experience having all together in the same uh site so I will uh just start uh sharing my screen for the first um uh uh slides or the first model which is the introduction model just give me one second uh internet is a little bit slower give me one second it's opening right now okay can you can you see my screen all of you yes all right so I will open the my internet connection is very low today it's very slow so uh my I going to talk to about you know my own experience a little bit for you to know where I coming from and and uh which are my Origins uh in fact uh as you see uh in later in the next slide in my professional experience I always been related within somehow International departments marketing or sales or uh PR or uh strategic development the reason is probably personal reasons I like to be involved in many different cultures initiatives in fact I've been working for Chinese companies I've been based on the opportunity gave me by Dr Janes from the very beginning I've been traveling to um United uh Kingdom of Saudi Arabia Bim and many others at least five years after the C we start this process uh online basically uh been working for Spanish companies and also in Latin America so I in fact born in in Latin America I moved to Barcelona 22 years back all my family is from Portugal uh my kids are from Barcelona so there are not Spain it's a little bit different is Catalonia as if you read sometime somehow what happened here about you know the culture of people and I I been married with a a person from belgin so imagine the the situation of the international perspective about my uh background academic background uh um believe it or not I study biology and then I decide to create my own company back in time in in Venezuela I have a four years company more than 40 people related with Educational Services and then I decide to do an MBA but before doing the NBA I decide to study economy to understand better about you know financial and Market uh approach so uh let me go down coming to Las Barcelona and I've been having many different charges in that time uh as a responsible for the international uh Department Of The Innovation Park so I'm been in charge of international eyes companies then I've been a strategic develop manager for uh Europe and I've been also coordinating uh Masters in Global Marketing and international business and I start cre create some products like uh study trips all over the world starting for example in China back on time then I move from the business and educational uh field to more industrial I need to on that time I need to understand the other side of the coin so I've been director of this uh Association which is the uh they have uh many different uh let's say director for many different Industries I inan four of us and I'm in charge of the producer for food industry Machinery in Spain so my duties there are internationalize all those companies all over the world including again marketing from a strategic perspective so one of my biggest customers uh asked me to to join them and I'm going to talk about this company some of but the examples are going to give to you this company is a food company they produce powders for food industry the biggest customers are zarai in Saudi Arabia uh where they produce many different uh let's say uh uh cheese Productions you know based on the market demands uh this company hires me because they need a a global uh director for uh one product they patent it's a a machine in a 40 ft container where you can mix different powders for food industry I'm going to give you some examples later but you know when you touch a new uh industry and learn the insights you can find very interesting reasons to uh add value on your pitch and then be sure that you know that value is communicated accordingly to the market to make more appeal for you know potential uh leads and converted that leads in a in a fact in fact in a in a the customers it's a a very interesting Company lead by a Danish guy I don't know if you ever had a a Danish uh person as a friend or as a boss they are very different from you know the rest of the people in Europe uh but very pushing very demanding and very smart people then I moved to to another marketing agency called John do uh and this one I learned how marketing can be connected with uh with the sales uh Department uh and how effective can be the marketing for many different Industries so I increase the the sales of this company uh for 35% in 16 months uh and I just create a basic uh sales rules uh and understand which is the value I can provide as a marketing agency for many different sectors Automotive food industry uh food um mattress shoes uh there many many different in the pharmaceutical also especially uh and so on so forth then uh the company AP company it's a Malaysian company the biggest uh paper company in the world ER their revenue is something like 200 billion year 200 billion would be year and they have 156,000 employees all over the world one of the daughters of this company called slamy Pac is based on China and they produce a septic paper paper that you use uh for juices or for milk like Petra Pac is the leader in the market Lami Pac probably is fighting for probably the 15 or 20% of the Hallmark with another companies there is two 200 uh 200 milon investment and uh more than 120 uh employees more than 120 million uh revenues interesting company because as you know it's China sometimes we associate China with no quality uh products and this is food and they try to sell in Europe so I've been the I say manager here but in fact I been the the the director of the whole company in Spain and Portugal and the approach from marketing strategy perspective is very interesting I'm going to show you some examples with a theory how this company connects with you know best and bad practices that we have to be aware of and you can take that knowledge or that opinion with your own professional experience but also it will be interesting if you share with us what happened with your company from a strategic sales perspective finally uh I move back to the uh educational sector I've been working in uh Barcelona School of Management this is a Pompeo fabra University uh one of the most relevant universities here in Spain uh as an international relations but uh I've been calling back again to Lal if you remember when I'm arrived to Barcelona I did my NBA there now I'm doing my doctorate uh program uh related with marketing especially with customer experience connected with technology uh I've been connected with Las again because they have a challenge for me I'm a person based on challenges uh I remember I told you at the beginning that I create a new product like a study trips going to China uh and the when I joined to this University back again on 2020 uh they asked me to you know expand that uh possibilities when I ask them where you go and they say to China and I say yeah yes this is exactly what I did 13 years back and they say to me that's why you are here so today uh I make 1,000 students travel all over the world a one two weeks program to for example seul Tokyo Shanghai Philippines Vietnam uh changu New York Chicago Boston San Francisco and colia for example so uh besides Europe many different cities in Europe so I try to expand as much as I can this experience for the students but also I managing uh the the whole relations of the university in all the areas worldwide so every time when I uh see an opportunity all over the world uh I connect the dots and I make that uh potential situation feasibility for the B of Institutions as a win-win strategy for example double degree programs top off programs uh joint programs or um or many other different products that add value for example research professors exchange and so on so forth so that's why Dr Jan as I told you uh it will be interesting talking a little bit more deeply about that possibilities also for your students okay so uh this is basically uh we have nine moduls today and I want to stop a little bit for you to understand how we divide those models during the class my ER usually I at the beginning I create some kind of Storytelling for you to understand the the pace of the different contents of the of the course uh so do not worry if we take so much time in one uh let's say model because time has as go is running and you can be uh worry about if we finish on time or not I promise that we will finish on time I also promise that if you pay attention you will understand what marketing is and probably understand a little bit more what a strategy marketing is this is something that you have to you know by yourself after this class uh study a little bit more this is like a uh menion of the company or probably you understand better as a relation of the person when you meet someone uh at the beginning you don't know exactly how to act and probably at the beginning if you like this person as a friend as a as a couple uh probably you cannot see the reality but then when you study that person and you are connected more with that person you engage or not with that person based on your value based on your common objectives on life and so on so forth this is exactly the same here you will understand marketing this is the falling in love situation where you understand the basic Cy this is something I can promise after the class today what I cannot guarantee based on the timeline we have is only one day and this is something that you have to do by yourself it's understand those values how they've been connected with you and how this uh connection make a possibility to apply on your position as Prof professional career so the first six models are more related with a with the different steps we have to follow to create a strategy all right so the strategy is based on many different things from marketing perspective and we start from the very beginning the definition then we understand how we attract the customers on the market how we identify them and how we managing the services completed different from the product something that we're going to discuss later how we develop the marketing strategies after understand the F those first steps how we create a brand and how the brand Equity Works uh it's completely different if you have an startup you cannot talk about your brand as an startup you have to talk about your uh product because nobody will know your brand the brand is a something that you create during or you resonate with your customers during the time you need time to people recognize the brand and I have some videos examples and finally in the first part we go for the Strategic marketing planning uh the planning is nothing else nothing more than 10 points use for the company as a guidelines to apply all the concepts to get some objective based on the strategy of of the company so this model is a even if it's a long model it's very short we're going to go very quickly on it because you're going to see the steps but you will understand all the steps based on the previous five models and the last three models is about the social media how social media Works uh we're going to talk about the foundations uh even though the slides we have stopped somehow in the social media but today with the revolution with artificial intelligence too many things will change uh in a big time my the university I've been working is specialist in data and artificial intelligence and I have so many insights about how the artificial intelligence will be applied for the future even though it's a trendy uh um let's say word or tools that use today but as everything those uh those are like a sule go goes up and goes down to the right uh place the social media plan is exactly the same as the Strategic marketing plan but for social media and finally the Strategic in social media how we use the strategy based on the foundation and the plan okay and finally this is a timeline what I expect from this uh first time is uh having one or two models another two and start the the the for model number five model number six probably start the seven and finally the last part will be the last two models and I have because they are very short uh so what I need to know let me open the chat mik my connection in Internet is very slow so please be patient uh no questions so far in the chat box I will stop sharing that slide and I will start sharing the uh model number one so I need to know if you have any any any doubt so far or any question you want to share with us any questions so far you can raise your hand you can uh go to the chat box and do any question you uh want to do I have the chat box open for you so any question you have please don't be shy to everything so everything is fine from now thank you may none from my side thank you FIS all right let's go then for the introduction of the marketing and uh from that perspective uh I need to uh reinforce some of the things mentioned by Maring at the beginning this is an informational educational content please the participation is important I know it's difficult to stay focused but do as much as you can uh sometimes I can call code calls for you hey do you what do you think about this or that the name of the person so just to see uh how I can react the people from uh from uh from from the class your share experience as we talked before uh and also there's a cahoot uh please don't load as Mariam mentioned before don't know the cahoot it in a separate device because in the same device you cannot see the questions so only the answers and this is important just to you know know how the knowledge or how the message deliver on this side H impact on the other side it's important for me to understand how we do that okay so if we start from this uh Michael kunda uh author of on on the bean light is of being on unbearable lightning of the beans business today has only functions marketing and Innovations I I don't know but before start this class I want to know which of you or tell me in the chat which is the your professional area today for example if you work in sales if you work in as a business development financial it marketing please let me know in the chat right now I need to know uh U lead uh can you tell me May uh the U us acceptance test it's a part of qu Okay cool so Quality quality assurance something like this may yeah correct all right so business devel manager as forat Regional sales manager so asra asraf and wedat may understand what we are talking because you have you are very well related sorry uh a sorry it's moving aat and wedat uh and also asraf probably have a knowledge also where that as I mentioned before probably you understand because sales is too much related with marketing so um m is telecommunications uh business operations so nothing related to the marketing sector managing for G service Services probably handm met also have some ideas strategic Business Development Logistics and supply chain probably par has an contact with them key account managing engineering yes and no I'm going to tell you why KCA distribution Mar communication sales specialist omel for far all right so why I'm saying that muhamed abas key account manager engineering I also teaching in engineering and sometimes the the focus of my engineering telecommunications or computer science engineering is too much technology and they don't have a clue about business and I always say to them look guys if you being concentrate the thing you know the most which is create the codes and the the telecommunication from technical perspective you have in your hands something that which is very critical which is product development you in your hands you have the product but if you don't understand the business and you create something stunnish which is not related with the strategy of the company is useless you're going to be always the technician and you cannot in grow inside a company as uh executive or director of a unit because company goes one side and you go to the opposite side even if your idea is the best idea in the market so for the for you is important to understand what the business is where which are the things you're being involved which is the strategy of your company and the strategy of the company is communicated through the marketing department so be aware what the marketing department mentions about from communication perspective and you will understand where the company from strategic perspective goes some of the companies has not very well uh a communication marketing perspective website and so on and so forth this is something that I've been aware of so being in contact with our sessions to understand where the company goes is also very important C Remy CFO medical supply companies probably you are not too much aware about marketing and okay Muhammad so uh why why I'm saying that probably I I hit some of the the the the ideas you have about your company for example Ramy may say now the CFO is the most important because if we don't have the money who the company will be r to so it's a very tricky uh let's say statement here why I'm saying that uh in the company you have very three very important things the first things I call Operations which is what do you produce and how you produce things the second things is the somebody has to pay this party so CFOs financial department is the one who allocate the money in one project or the others which is also very strategic perspective point of view because uh in that level you have to be sure that the money you apply is for the grow of the company and not make mistakes because if not the company is not growing or probably disappear and the other part of this let's say triangle or the Magic Triangle I call is the marketing department marketing department is the responsible to uh communicate the superior value you have you as a customer you buy from a companies for one reason some of the reason is because your heritage my family always buy that brand some of the reason because you are more let's say focused on technology so you like this brand from technology perspective because this technology resonates with me from quality design uh up let's say Futures some of you are more focused on let's say uh fashion so so why that kind of brand and some others are for example more related from from the from something I call and you're going to see later from our uh unconscious uh we buy red colors B red colors even we don't know why resonates with something with inside us and if we scratch a little bit inside we may find why the red color is our favorite so Marketing in this triangle needs to know which is the value you as a company May provide to the com to the customers and this value is the one that you communicate in many different ways these ways are calling the channels we're going to talk about the channels during the model number two and number three so uh from but marketing when they communicate that Superior value is something even bigger something the umbrella is even uh bigger than marketing department is the strategy of the company some example I don't know if you ever been in Europe but in Europe we have a lowcost airline they start something like here in Europe in you know big operations in 2021 20 no sorry 200122 the name is Ryan a that company has a very simple process I want to be the cheapest airline company in Europe how we can do that now imagine from operations we're going to we're going to buy exactly the same airplane models I I don't know if you know but if you have different airplane models you have to have some you have to have different pilot skill for every single plane so imagine if one plane the pilot is sick and cannot travel dismantle your operations and that is costly for your company so they say look let's have exactly the same airplane for exactly the same company so all the pilots and all the people working in operations in that plane knows exactly how to handle and if we don't have one pilot we have so many others that have no house to run in the airplane the second thing is if we have the same airplane and we need spare parts we can buy a big bunch of spare parts so we have a bigger discounts think about this every time they thinking how to reduce the cost if you the the to make money profits you have to make this uh let's say formula income Minus cost income is the revenue the money come in and the cost is the money comes out so if you reduce the cost and you have the same income the margin or the profit is bigger just for you to know in 2019 just before the co ryer profit W now revenues was two billion with luftansa 500 million so three times more than a company that everybody knows let me continue with operations so Pilots spare parts uh they always running in the not in the biggest airports but airports smaller close to the big cities where the um the rent of the space is lower so imagine from operations I have to reduce as much as we can the CFO needs to understand where to reduce the cost everywhere so the salaries are not too good the the the planes has to be less time in the year they negotiate big time with their providers to reduce spare parts and many other things and finally marketing what marketing says about ryion Aire we are the lowest cost lowcost airline in Europe the number one today is not true but I promise I do that in class many times here in Europe which you consider is the lowest cost airline in Europe and 90% mentioned Ryan Air even if they live in here and they travel in many other airlines but in their unconscious the ryion a creates from marketing perspective that ideal that ryion Aire is the lowc cost airline in Europe and your first choice is usually about you know choosing them okay and also Innovation uh uh if I I challenge you try to think about company who is in the market for the last 30 years and more but companies who are in the market they always has to innovate products and why is that because uh products has a a life cycle and when the cycle is going down you have two choices or you came out with a disruptive innovation or you can out with a Meed Innovation example if you have the iPhone 14 the augmented Innovation is the iPhone 15 iPhone 17 18 19 even if you think rationally why I have to buy the number 16 if I have the 14 works perfectly some of them some people are willing to pay for the newest for the trendy or you know to show to the other for some entric perspective or personal perspective but if Apple understand that the sales are or the life cycles that is going down and this is correlated with sales they have to come up with somebody something new that keep the customers you know focus on that product just for your information apple is one of the biggest company worldwide according to the market capitalization and 61% of the income come from the iPhones and that happened since the very beginning and it's going a little bit slowing down because of the competitors who had a very good product for cheapest price and disruptive innovation it's uh for example Tesla with their electric cars so usually use combustion even if Toyota have an electric car with no success in 202000 starts but with no big success Tesla Pier creates a very good marketing communication talking about electric cars how how uh no contaminant or friendly environment is and that ideal uh capture the attention of the customers just talking about my own example when I'm study biology many years back we are waiting for the electric car but we the electric cars are not in the market so probably my generation who are probably you know settled down with you know flat kids already out of the home home probably have the money to pay for that cars even if they are a little bit more expensive than the combusting ones so marketing to dat two functions uh companies marketing which is communicate the superior value according to the Strategic of the company and Innovation and the innovation has always to be there and you can only innovate based on three things what I'm doing what my competitor is doing and what my customer wants So based on that other triangle remember the first triangle is operations marketing Financial the other from marketing to create Innovation is what I'm doing how and how I do it what my competitors are doing and I can buy them they can steal customers from me and wine and finally the other part is the customers what the customers want and today is very easy with the social media to understand which are the exactly motivations for the company's for the customers mind any questions so far if no I will continue but please do the question on the chat box I have the chat box open I continue so during this chapter we're going to see the marketing import the scope of the marketing fundamentals and so on so forth so what marketing what is marketing at the end well marketing is nothing else nothing more that an organizational function inside the companies if you think about the evolution of the companies uh after the second world war the companies are focused on production because there are no products in the market so as soon as you have a product in the market you have to do nothing because there is a lack of products and high demands so easy to sell and the late um uh 6 around 16 yes AFR we're going to go for that marketing is different than sales yes uh I'm going to that question right now what happened asrat is probably I I I heard some uh susceptibil that probably some Sensations here um before sales is a independent partner from marketing today The Logical is Marketing sales has to be inside the marketing department and why is that because marketing creates all the messages and all the values you can deliver to your potential customers and sales is the one who operate that message into uh the company but do not make mistakes sales is the only part of the company who brings money the other departments are the a costly departments all the other departments spend money only sales bring money to the company and the importance of the sales is understand if the message delivered by marketing it's a reality when we are in front of the customer because sales department receive a lot of inputs so one of the most important let's say uh uh functions of the sales department today is understand the market because if I understand the market I will know based on the data I'm going to the data artificial intelligence at but as many data you can take it and you fill up all the forms internal if not my recommendation is create your own data about the customers and see if the uh intentions or the the the Pains of the customers are fulfilled by the message delivered by the company so you can make the match and you increase your sales based on that so it's a little bit different sales what they do is put in practice the message or the value created by marketing base on the strategy of the company so coming back to the marketing as I mentioned before till 40 and 50s production is the the let's say the biggest thing in the company um in fact the the the C uh uh CPO the chief production officer is the one who becomes the CEO chief executive officer the boss on the 60s the sales people are the ones because production too many competitors sales are the one who are in the streets and they sell more and more so the the sales uh the sales officer manager CF CF sales Chief sales officer become the CEO on the 70s uh and 80s Financial so the CFO becomes the CEO in 2000 uh because of you know 90s late 80 90s early 2000s the CTO the chief technical officer is the one to become the CEO and recently the CMO the chief marketing officer are the ones to become the CEO of the company because it's in my opinion the only one who has the whole perspective they know what they doing they know what the competitors are doing they understand what operations are doing because I as a marketing responsible I recommend the the operations what they have to do make no sense if from operation perspective if you find a process make the product cheaper this product is not you know not selling in the market nobody needs that product so marketing give insights to the operation Department make them understand if we have to reduce the cost of of the product that we are making compare with our competitors to have more customers or we have to create a new product because my competitor has a new product and they steal customer from us so this view this three what I call the 360 view is very important for the companies to understand which will be the future and where they have to go so uh 20 or 30 years back Market is just a person a design graphic designer who create uh you know brochures uh some not even web pages you know ad advertisements on the street some commercials on TV are very expensive by the way on that time and now with the eruption of the uh internet and social media the department is growing and have a many multi multifunctional uh let's say uh uh departments inside the marketing department and we're going to see that on the end of this model uh the holistic approach of marketing some of them are more focused on financial I mean if you invest in marketing how much money will return and from a social media perspective this is black and white there is no doubt how much how much is the r rate conversion I don't know if any of you are aware about this especially the people who are related with sales uh some others are more related with The Branding how our brand is perceived by the customers and work from branding and marketing perspective some other parts of the department is more related with the providers for example marketing agencies distributor Logistics and some others are more related with development sustainable uh for the share and uh stakeholders okay so today marketing is an organizational function inside the company I I don't know if in your companies but some of you working for example in a pharmaceutical company uh marketing probably is 30% of the total amount of the employees of the companies today they are huge because they need to add data to understand where we are and where we expect to go based on be more efficient okay so uh we uh this organizational function create processes and this process is just for creating communicating and delivering value so again if the strategy of the companies to be the cheapest airline cost we have to deliver and communicate that Superior value for uh our customers even on consciously understand that we are in that part of the business so we delivered that to the customer and then we have to manage the customer relationships uh this is a huge advance in the last 10 years uh especially with the crms I don't know if you be aware of crms for sure people in in um in the sales department are related with that CRM is a customer relation management it's a tool one of the most famous is a San Francisco based company I've been there last year in the headquarters is Salesforce uh what they create is an exact communication with the customers how they do that you have a tool uh that is a like a web page imagine and you can set the process inside the web page example imagine asra asra is uh asking me uh I'm interesting in that offer I can manage automatically process inside the sales for and many other crms to to answer that question immediately before you have to wait for one person asking that question is more warm but takes more time and if you are a hot lead probably I lose because you don't have the answer right away so you can set different Alternatives and you can adapt different uh let's say tools inside the crms to answer to your leads and potential customers in the future in a very automatic way so it's easy to connect with them and you can connect with them imagine if you see uh I I make an action or a campaign in in Instagram and you go there and then you jump into my web page and in my web page you read something about my values you will receive an email about the values of the company and how we have a superior value compared with the others making you having more aware about my company and buy from me and not from the others but the eruption of the artificial intelligence is going to make a bit disruption here because before you receive the value of the company is this but with artificial intelligence you can adapt even more the message to your customer and you cannot differentiate the person from the machine I don't know in fact if you receive C call sometimes from a company trying to sell you something some of those companies are using artificial intelligence this is a robot talking to you but let me tell you this looks like a person they answer all the questions you have in one call and then you realize that something is wrong I I I is this a machine no I not the machine and then you understand there are a few things there is not a person behind but I realize that after three or four minutes uh talking so the the way you connect with your customers guarantee the Loyalty of them and the loyalty is the big uh let's say objective of the companies because uh 20% of your of your most loyal companies gives you 80% of your total revenue so you must take aware and you must take uh deeply um uh care about them all right so um this uh relationships change as I said big time for the benefits of the stakeholders so marketing is about identify human and social needs and how you identify them uh asking to the people what do you want from me to before you know for example car producers they produce a lot of cars they have warehouses and they try to sell today with especially with Toyota they make that TPS Toyota production system lean manufacturing uh approach this Lan was a coined by um North American researchers but in fact uh Japanese called in the other way and they are the founders of that system which is we create products as per the demand of the market so today car companies almost have no uh uh uh let's say products made waiting for sale just small quantities because think about it from Financial perspective you buy raw material you produce you pay the salaries everything and then you put the car in warehouse and you cannot sell that car you have two choices because in car industry every year they change the models and if you are the customers and you have money to buy the car you prefer the new model ex be be besides the other the the oldest one so you have two choices as a company reduce the price where till the cost of production but sometimes you have to be below the cost production because it's more expensive to destroy the car that's selling below the cost production even if you lose money okay so the tech the human and social needs it's part of the marketing strategy that they have to be focused in every single company so markeet management is an and science the art still there uh you're not been attracted because of big statements or the data on a structure or a structure data you need an art you need a something that captur your attention and that could be a photo that could be a video that could be a nice story behind this is something that called the storytelling and that storytelling has been supported by many different let's say uh parts to having um uh an Essence that you understand what is going on for example companies today they are talking about where we coming from you prefer H well we are a very humble you know silicon body using that we start in the garage Amazon uh Bill Gates uh Steve Jobs all of them start in the in the garage but they don't say they receive 1 million dollars in advance to create their products and this is part they don't say of course because what you need to understand that even if you are in a humble let's say starts you can create big things and then the science and the science is today never than before you know data how much data I can take it based on that data how uh leads me to go one way or the other because in in Europe especially and United States the compet competences are very Fierce and very difficult to uh to find the hold for your company so if you are not focused very well you can lose the the path very very easily I been involved recently with the universities worldwide I travel a lot many different countries many different continents in the world recently and I interview with the many different universities and the sector is also uh in a in a big let's say challenging because some people from you know Venture capitals invest in the University as a company and this dismantled somehow the mission of the universities because they see that as a business so for you to understand many comp many universities are buying by those people who has more focus and Company Focus oriented and lose the vision so companies are struggling and they have to come with the data and science behind to understand how position the value of the University against you know the competitors so this Art and Science leads you to choosing the target markets and when you choose and and this target markets the most important thing is getting and keeping them especially again in these countries where the loyalty is the king you have so many competitors everybody wants to go to this countries and they have a lot of uh issues to you know survive in the market long term there are many different countries who has more let's say I call holdes from the market perspective and more let's say easy to be there longer time and then growing the customer through the creating delivering and communicate Superior customer value and this create and deliver and communicate Superior customer value is based on the on the on the Innovation you have that's why you have to innovate not only for the sales Cycles explained before but if you are not saying that you are a company that are always trendy and always on on the market and the needs of the market you're losing P okay so I have this small video Marin can you put the video I recommend Marion you uh put the link of the video in the chat box because sometimes the the the the sound was not very uh well uh we cannot hear very well anyhow um uh you can use the the ptor uh in English are you there Maria yeah sure okay let me just first of all everyone put up the link for you in the chat for okay thank you Mar all right so the link everyone is already in the chat bar it's the the longest video we're going to see today and probably very basic video but understand where we were very very back in the past and where we are right now so I I I escape my screen okay yes all right I hope everyone can see I've already added the subtitles so there you go the history of marketing marketing is all about persuasion and cross Channel marketing is also about persuasion and using the right message and delivery method at just the right time for a better understanding of how it works let's look back to the beginning DS telling others about stuff like dinosaur rides fire demonstrations and creating the wheel the problem messages weren't portable you had to be there fast forward a few thousand years the invention of the printing press marketing's first big break the problem much of the target market couldn't read greatly limiting the market next was the electromagnetic Telegraph Circa 1841 Samuel Morris improved the machine and created his own language words on one end came out far away the problem only a few people could understand what came out on the other end ah the birth of the geek the 1950s and 60s the telephone came on the scene and mass marketing was finally here the problem everyone got interrupted at dinner with important messages about selling and buying swamp land in Arizona radio television Direct Mail coupon books Flyers posters Billboards door too sales remember the Fuller brush man we're bombarding the consumer at the same time the problem just that they got bombarded the Golden Age of marketing and data mining has arrived Al Gore invents the internet not really then game websites blogging article marketing email social media SEO paperclick paper impression and more the problems number one email started out fun until they invented spam number two all this activity created data lots of it but no one knew what to do with it finally cross marketing and data mining arriv understanding what the data reveals is a science in itself now understanding it at long last brings us to our topic pite is Gathering of perent information to unlock secrets of each individual's likes and dislikes preferences and preferences the advantage using this data properly provides advantages for the market to tailor the message and delivery vehic when the prospect is most ready to purchase cross Channel marketing is about knowing your target audience's preferences so you can deliver the right message on the right platform at the right time time the advantage it streamlines the process minimizes cost and improves conversion rates people are not burdened with sorting out all of the information they receive people making bird sounds Tweeting or their online face in a bul they might dig social media and even be linked in to their favorite business discussions then there are those who haven't gotten out of the quill and ink pox stage each prefers one or two methods the advantage there are platforms to send messages suitable for everyone direct marketing with the use of data mining can home in on exactly whom you wish to contact data tells us their likes and their dislikes their age gender and a boatload of other useful information the advantage the direct marketing Association boasts a favorable response rate in excess of 6% cross Channel marketing is the use of the data collected to Custom Tailor a campaign for segmented audiences in their preferred method of communication the advantage conversion rates escalate and costs are minimized returning a much higher Roi example your company website email campaigns articles and blogs all speak of a quote unquote special offer social media direct mail and display ads are also used with Newports and News ads the marketing message will reach beyond the targeted lists capturing even more prospects for potential conversion mobile marketing can also be part of the campaign using SMS texting or mobile ads all or some of these methods are coordinated for maximum exposure your data will tell you which marketing delivery vehicles to deploy the advantage not a single platform can produce the results a coordinated cross Channel Campaign Will generate nor can anyone Channel provide the consistency of messaging and the frequency needed to generate action we've taken a tour of the world of marketing Data Mining and how we got from the than you Maran all right uh I I see the the message of Ashraf about um you cannot hear the the voice what I'm um recommend is uh and you can do that for us uh Marian uh for the next slides if in this model we have links for a videos please share the videos before during you know before we show the videos itself so the people has uh all the links in their site and as soon as we start the the links videos here in the screen they can see by their own in their computers why I'm saying that because sometimes is the delay process from the marketing connections okay so um this video I know that is not for example Twitter doesn't exist anymore now it's eggs with you know Mr musk B company but it's uh tell us exactly what happened with the marketing uh many many years back before probably can cut the video two minutes and start from from uh from how marketing was developed from the 50s 60s till today so marketing at the beginning is just I remember in 20 uh when is that 1996 or 97 or something like this where the where web page start working in the country where I used to leave and I remember being with a friend asking hey um what if we see this something it calls uh internet and a web page and I say okay show me and I remember having with him stay I don't know 20 minutes waiting for uh the page download it's only one page a PDF from one company it's a repair company and the only way to communicate with them is look we here we have our telephone call us uh from that point which is not far away my time life to today you almost can do you don't need to do anything uh the the de the devices we have are now around talk listen to us every time we look something in Google or any other search engines are uh somehow there and easy to track US and suddenly appears information I'm very careful about this not talking too much about the my needs in front of the Ziri is not existing in my home uh not Alexa uh I I try not to talk about things which is interesting for me and I remember my father died four years back and I tried to buy a mattress and I didn't talk about the matters inside in front of the phone and not other devices I cannot even uh look in the Google and then many mattress offers appear appears to me and I was wondering how this information appears and with the store they talk to me hey look we can send you an offer by email so I put in the email sent to that store that I need a mattress in Google this is a Gmail account based on that I receive I don't know 1,000 mattress offers I've been sted and see where those guys took the information that you know deliver every time I read a newspaper every time I send an email I receive another many emails about it and I just realized that uh what I'm saying my and okay it's in the model to please do not open that Mo U um videos yet because I want to discuss about them before sending out today what marketing is doing is a cross Channel they you you do a campaign in one uh social media that campaign leads YouTube I don't know and to other parts on my social media to my web page the intention the objective this call Action of the page sometimes is just show the products sometimes they just sell sometimes so the web page designers do the web page in a way that uh guide you for an action and that action is giving your data or bu my product or know about me you can go to that bases and if you connect that with the CRM then you know more insights about the customer than interest so you can cross the information and you can deliver that information to the proper Target it's different targeting people of you know 12 years old and 25 than 55 than 70 years old they have different channels that are been interesting and Target them that way is uh in a smart way is different from one to another okay let's continue what we can do with the marketing well we can Market everything we can go we can Market Goods you know the things you have on your hands you can tou the services for example this is a service provide or uh the food in the restaurant delivered by the waitress or uh airplane or events you know spectacles or experiences when you go to one hotel for example is also service but also related with the experience service and experience are very well attached you can also marketing people you Market yourself if you are linking I just accept one invitation from one of you send me by LinkedIn you sell your person from the market perspective but also places can be Market or Properties or organization or information or even ideas so marketing is used for for you know too many different things but every time as as a customer we decide to buy something we always have some kind of demand States we may have a negative demand for example remember the m cow and 2,000 here in Europe uh I remember living 10,000 kilometers away where the problem starts I don't even think about eating cow because I have a negative opinion about it and I prefer to eat chicken or fish or non-existent and you create that possibilities or the Lattin something that people are expecting to have or declining you know the sales uh life cycle of the products or irregular for example salads are more eatable in in summertime than in winter time or on whome or for example cigarettes you like or dislike or full or over full demand for example if you create a company and this company has a very attractive product that uh disappear very quickly from the market it's probably because you are not planning very well how much product has to be in the market and this is going to be a disaster is calling Dying by by success you have a product amazing but you didn't produce uh enough and probably the competitors which probably are bigger than you will copy your product immediately and take big part of the market that happened also with a big companies like apple when they came out in 2013 or 14 with the Apple SM the small apple the you know the cheapest one they disappear in the market after one month uh I don't know if that was a marketing strategy but they takes three months to you know fulfill the production and delivery in the places where they can open to sell to the customers back again here you have the explanation of the whole demands I'm not going to go for that already explained and which are the key customer markets we have a consumer markets which is called in b2c b2c for some of you doesn't know is business to Consumer when a company like Nestle sells to you business markets is more B2B business to business for example when I sell that company remember Lami pack in China we sell a septic paper for producing milk or juices this is one company lamac who sell Nestle and Nest later sell to you so it's called B2B businesses to business global market is when a company having a presence almost all over the world donon or cars you know all the almost all the car camp companes or many other in pharmaceutical industry uh fashion and nonprofit government markets are you know uh Church military system um hospitals schools and so on so forth again uh if you have any question please stop me and let me know um what we have next the this this slide is very important for you to understand what will happen in the model number six which is the steps we have to follow from the marketing plan the first thing we need to know or as a company it's important to know it's the difference between the needs and wants and demands what the people needs what the people want and how much will be the demand okay this is important to understand as an startup for example if the existing need is there if not is a very good you know idea that only is happen in my mind but not as a business then when we understand what happened in this very first basic concept we have to understand which are the target markets the position and the segmentation for you to know uh the segment is a imagine we create a I don't know a fashion product for ladies uh from 20 to 40 years old imagine is a dress and this dress fits perfectly in that uh range of Ages so when as a company we decide to allocate the product in the market it's very risky to try to fill the the information or the communication to the to the whole segment it's better to slice the segment into targets so firstly we go for example ladies from 20 to 24 or 26 then from 26 to 34 and then from 34 to 40 why is that because the needs of the ladies on that ages are different from one to the other youngers are more probably in the University or they are they are not married yet they are uh created their own path from professional life from 26 to 32 to 34 they are looking for you know job positions how the market is working from personal perspective probably they are starting uh having boyfriends or probably they have uh married on the 30s probably they already have kids so imagine a product we create is a very expensive product my question is which is the target you you go first probably the ones who have bigger success from Financial perspective especially if you are a an entrepreneur company a startup company you need Des spr cash so it's better position yourself as a company and Target first ladies who can for that product in a very short period of time and then your position your product is a very high-end product is a product that for everyone how we we want the people see us and then the offering and Brands as a brand you talk to your customers you can talk in a very exclusive way you can talk in a very uh charm or you can talk in a very rad way or a very funny way so Brands talks to you based on the personality they have and this is correlated with the company values and the strategy of the company being in the market communicate after for the marketing department which is the value and satisfaction this is some of you working in the quality Department probably before or after how is the satisfaction of my customer is the value we provide connected with the satisfaction with the customers or not and sales people has a lot to say about here because they are the only ones who being in touch with the customer when you do you know direct sales when you do online sales the uh approach is a little bit different and probably more marketing approach perspective the marketing channels as I said before if you are talking with a lady from 20 to 26 probably are more ticktockers than the lady of 34 to 40 probably they are more instagrammers uh from social perspective social um R networks or uh ladies from 55 probably are more Facebook in fact uh Facebook the biggest growth Market uh customers are ladies over 55 years old then the supply change how the product raw material arrives and how the product arve to the final customer after the production process how you compete with the others and this is also correlated with the value which is the marketing environment the marketing environment is something that is outside is not not based on is not your let's say under your control but you have to be aware of it's called basically pestel which is the political situation of the country you want to run in your operations economical social legal and technological from technological imagine that you want to sell in a country where uh technology doesn't works too well and your sales are online you have a problem so think about it or Logistics imagine the the the way the the product is delivering is by by by roads and the roads are not working well so probably have more cost because Logistics doesn't work properly and your prices increase so losing customer that way all those points are some of the points there are 10 we have eight here is the ones that you have to implement in your marketing plan the model we're going to see in the page number six in model number six that why this slides is important for you to understand right now and later we're going to go a little bit faster based on that uh also when we go to to buy anything we have different types of needs we have an stated need I mean I need an i a phone because I brought my previous one the real I want to have an iPhone imagine is an iPhone because iPhone gives me the the best customer experience ever unstated oh yes I buy iPhone because I know that when something goes wrong always they change and we are you know looking for me the light it's when I bought this product I call to the technical service and they are uh attending me in my language in the time I want them to call me back and the secret well I see my friends see that I can handle technology we design uh friendly user the latest version of the the the product in front of them so every one of us has different kinds of needs some of them are more what I call rational and some of them are more what I call irrational or in an unconscious perspective this is something we're going to see in the next two slides okay I already mentioned the target M markets position and mentation uh okay I have a question yes I have a a voice please go ahead yeah doctor um Professor Victor the slides are not moving oh not moving okay uh which is this slide let me okay uh let me just stop sharing internet just go very slow I don't know why if it's me or I will share back again okay can you see my screen uh yeah it's it's sharing still now now you can see the different uh different need States uh yes now we are going to the position can you see that change yes we can okay now Marian we have this video I strongly recommend Marian they see the video by themselves in their devices because this is not having uh capture I mean translation or capture in you you can read so I need that you Marion do for me a copy I think I can do that by myself uh no let me just him out you did that you did that Maran uh is it done it's done let me see yes I have shared it with the with the students okay please go to that video and uh and I'm going to give you two minutes is the longest of this video because this a very interesting approach about how uh pepso in this case did uh some marketing actions I let me you know if you have any problems to see the video okay let me know in the chat when you finish e e e okay ala finish please let me know when you finish done done done okay three more okay Muhammad okay good uh before going to that video I want to ask you something what do you see in this screen what what from marketing perspective what and and usually I do that question before the video but today I I did in the other way around what do you see here as a first shot you can put that on the on the chat box or you can open your mic Pepsi cans very good so Paris who else see something you know different colors colors different colors very good branding awareness very good product diversity Ramy very good bubbles good caring for Community very good mutasim Pepsi has a refreshing beverage and different sizes as well different what Styles different styles yes different styles no I I just saw it it's different sizes okay different sizes okay H refreshing bar different very good all right some of you if you see for example uh uh in the case of uh Faris for example he see product Pepsi cans asra see brand awareness because he see Pepsi you know many times Pepsi refresh project Pepsi in the cans every PR Pepsi refresh the word so good product diversity Ramy so now you are talking about different Target segments I mean we have segments remember then we have targets I don't know if you like Pepsi but according to my what I know so far Pepsi has a very good penetration in some countries one of them is Saudi Arabia for example where they have they are the leaders compared with Coca-Cola who has more leadership in many other countries worldwide as a customer some of you prefer the normal Pepsi some of you prefer the diet some of you prefer you know the max so the Pepsi products or the Pepsi company decide Target different customers through different products all right so this is what Ramy mentioned Muhammad mentioned bubbles because probably reminds you the product and Pepsi of course if they have no bubbles make not interest for us and that's why we are looking for this product carrying for the community so mutas sing is the first one who see that they are launch some kind of project because they see something probably I going to talk besides you mutasim you know Health art and culture food and shelter Planet so aat also see Pepsi as a product Hamed different SKU attracting drinks again product is not drink only very good ham based on what we see there's something behind based on the this refresh project and you see the video already uh all demographic yes very good I'm I'm just mentioned uh Target customers because demographic divin is based on the quantity of people living in one places and I give you an example divin imagine that I am in Barcelona where we have 1.6 million and then we have another town called Stell who has 50,000 is I don't care of course for the company perspective I want to sell more and I Barcelona is more attractive than terwell of course but this division Target segments are exactly the same in than terwell I know in in Barcelona will sell more but in terwell exists people that want to having the the the can the normal the diet and the max so demographic is not exactly we apply the same Target orientation in them in all demographic areas but as a company I try to sell where the demographic is bigger because then I have more sales more revenues and kinza is better okay thank you for that ARA so now let's talk about this Pepsi project you see here so imagine uh Coca-Cola for example uh according to the numbers I manag probably been wrong because you know time flies by and you can look at in the Google I'm not going to do that in front of you because I'm have this light in front but I believe go Coca-Cola spend something like2 billion dollar yearly in marketing two billion to hit the market big time to create the awareness and be the number one uh uh you know Cola selling worldwide and Co pepso is very close by so as a company pepso has an idea some of you may think is a good idea some of you is a greenwashing idea it's you know the the sco is open this big companies uh I mean but drinking PepsiCo or Coca-Cola in a regular basis is not healthy somehow why because they add too much sugar and the call us with sugar is not good for our health uh but it's very you know testy tasty and very nice we I we like to drink that but because probably the quantity of the sugar is not very healthy anyhow those companies try to do something besides making money and this besides is try to create some kind for the community so Pepsi just launched this project uh they spent 20 million only they have you know 28,000 different ideas they have many many millions uh people uh asking or voting for The ideas and they have three billion press impacts I don't know if you know what is a press in impact every time any media mention you without made any campaign and this is a campaign So based on this refresh project in Facebook Twitter uh Instagram newspaper uh um news on TV newspaper everywhere they mention you about the project so they have three billion impacts if you are related with marketing uh and you want to make a campaign you have to considerate especially in in social media or digital media uh if you invest 20 million and you have three billion in P you're going to be the the the Obi-Wan Kenobi the the chief marketing officer of of your company you're GNA be probably one of the Masters of the world is almost impossible having TW with $20 million three billion impact because if you divide the quantities the amount of every single impact is 0.00 something and impacts cost at least at least $150 $1 till $20 each impact at least so imagine how effective can be an an from marketing perspective this approach creating awareness from the brand selling more product but I give 20 million to the community to to create their own companies related with education shelter Community uh Planet neighborhood it's interesting probably some of you agree some of you don't but I would prefer those companies which we consider not too healthy making that kind of campaigns because at least they give back something to the society and that's why I bring this uh project but there are many other companies that I'm going to show you later this is the pestal analysis I told you before remember on the slide that we have to do the marketing plan the external uh let's say approach this is the company orientation how the company is orienting so company which are oriented because of the production what they try to do is minimize the cost production so they sell bigger quantities no good quality for smaller prices you know Chinese concept so they don't care too much about the quality but you can sell you can buy a stuff by one or $1 some other companies has more company orientations by the product so they create the best product in the market from technology from design from uh let's say exclusivity their price is high the margins are bigger but they know they will sell less compared with the production orientation companies then we have the company orientation selling they when they you have promotions or they are selling through uh let's say a big sales department approach and finally the marketing when you combine selling and marketing to combine the product or the service uh let's say uh selling approach remember I talked to you L before the holistic marketing before marketing is a department with a graphic designer and nothing too much more but today look how the marketing department is uh let's say composed to uh almost all the companies the biggest department today is a marketing one so you have an internal marketing which is the communication marketing besides the organization what we are doing the integrated marketing the communication the channels you know with different newspaper uh social media which are the products and services the relationship Market things with the marketing agency the customer and the channels and finally the performance how much is the sale Revenue the brand the ethics the legal and so on so forth okay so in marketing we have two things the financial how much remember this the other department exx sales are costly Department how much money I invest how much money I receive and then the social responsibility market with the Pepsi project and also also McDonald's look I don't know if you like McDonald's or not some of you may say it's funny some of you have say it's uh bad food unhealthy some of you may mention that you know cheap food some of you may say I like a lot and I I eat every day I'm not judge anyone what I'm saying is McDonald it seems by many different people like unhealthy company there is a movie 2011 or 2013 it's called big size me it's a movie of one man eating McDonald during 30 days and see you know which are the different reactions in his body by the way the this person died one month back the the idea of this person is to see if eating McDonald every day change something in his body you know cholesterol uh sugar AR pressure uh in their veins and after 23 days he stops he couldn't eat it more and that create a big damage for McDonald because all the the the data from their his blood test was worst and worse so McDonald's knows that that's why McDonald's today is changing a little bit the colors I don't know uh if you see the colors of McDonald's uh yellow and red today the colors of McDonald is changing to yellow and green and the green because green is more healthy is more salads and so on so forth right is more related with meat and you know passion so they try besides you know the company and The Branding and the products they show they also do some kind of corporate uh initiatives and some of them are very interesting one of them I know very well is Ronald mcdonal House you know they have 35 or 37,000 restaurants worldwide and one day in a year every customer approach them every uh purchase the customer do $1 of this customers goes to the Ronald MacDonald house here in Spain we have five one of them here in Barcelona and the idea of this hospital is for kids with cancer so usually those kids has treatment here in Barcelona of course in the public hospitals but usually when the if for a person with cancer is very bad for a kid imagine young kids so imagine if a kid has to stay alone in the hospital so McDonald's create a hospital where all the family can stay together so McDonald's pays the doctors pays the equipment pays everything to keep the kids inside the hospital like a house with uh the family so they try to U make this uh pass or this problem of the kids as easier for the kids as they can and I found this a very interesting approach I almost know eat in McDonald's I don't like that even if when I eat I'm very satisfied but after two hours I regret anyhow I I just recognize that that kind of social initiatives they can do nothing but at least they do something and that is something I really like many other companies do those kind of social init initiatives and today in the world we are demanding more and more and I'm pretty sure that the companies are willing to make more activities related with that especially with the communication and social media where we know what's happening every single second so marketing mix I'm not going to go for this discussion but this is an important slide for you to understand and this is part of the of the uh marketing plan that we're going to develop marketing mixes nothing else nothing more that divide the things that the products from marketing perspective the company has so we have a product we have a price the promotion of this product and the place where we sell this is the oldest marketing mix approach from 2020 marketing mix also been divided or at another three things which is people physical evidence and process I'm going to explain very quickly about it if a company like apple uh promote themselves they never say anything about their prices because prices is the highest probably in the market for their devices what they sell is the product we have the best product we have the best technology we have the best design we have the best customer experience and so on so forth this is the thing where McDonald's when they communicate their McDonald's sorry no I I Apple sell their prodog is the biggest part of their communication also they talk about the the the place you know iPhone or sorry Apple products are selling in a place where they disrupt the way the people are being treated when they are talking with a brand and also being copied by Tesla Mr musk and then the people if you go to Apple Store uh they treat you very well you can touch every single product they can explain in a very nice way and they are not to push you to sell you the product if you go there Just for information they are more than delighted to give you information without pushing you hey there are you gonna buy or not they don't say they didn't say anything about it they are happy to attend you and then the physical evidence how do you feel on it so if you put percentages probably uh Apple products is more 70% talking about the product they never have promotion they they talking about the place probably 10% people another 10% physical evidence on the process 5% and the last 5% is the price you know if you have the best you have to pay for it another example is for example um Starbucks Starbucks the the product is the most expensive I mean here in Barcelona you can buy an Starbucks for 180 or 210 a cup of of coffee or 110 in the story in the corner but why the people are going to Starbucks because the physical evidence when you going there you feel like you are in home you can stay there all day long you can be connected in Internet you can even work there as you work space and probably nobody will say anything so you go there not because of the product but because of the physical evidence and that's why uh Starbucks trying to sell their places you know Place physical evidence the people when they treat you put the names on their glass and then the processes they never talk about the price they never talk about the promotion they never had and sometimes they they said that they have the best product in the market which is you know we can discuss about it all right hope that you understand because this marketing mix is very important from marketing perspective understand which are the values we have and how we show to the world based on the differentiation they have compared with the customers with or the competitors sorry finally um there is uh the task of the marketing management they have to develop the marketing and the plans you know the marketing plan they have to capture the marketing insights which are the things that move in the people and connect with them a strong Brands you know how make the brands makes you feel uh the offer you have how you deliver the value how you communicate and how you growth long term which is the the most difficult part here is how to grow longterm as I said at the very beginning of the class based on the values you have as a company so tell me people this is the last part of the the last slide and we go directly to the second one one before I need to know you can ask you can uh answer in the in the chat box Market shapes consumer needs and wants or marketing reflects the needs and want of the customers what do you think is a b both none of them what do you think people both FIS said both okay k no uh if theal both be both be reflect both both okay b a b okay B reflects b b okay so um according to the research we can have the discussion hours but I gonna shortcut somehow and try to explain myself as best I as I can um usually Market do not create any needs marketing just fulfill the needs of the people they understand what the people wants so you need a car probably you may say yes I need a car but you want a Mercedes why is that well because Mercedes in your mind and this is something that the brand works hard in the 130 years of history is about the brand if I'm telling you what is Mercedes for you you're going to have some characteristics in your brain based of what the brand deliver as a message and what you see as a customer so uh why uh the companies under understand that if you want for example luxury security probably this you came out with the product to fullfill that one I'm going to give you I always give that example which reflects very easy what I'm saying here when I was teenager I remember being in Europe and traveling in the in the train and I remember during the night we have to sleep you know as in the floor or whatever and and I remember on that time carry out with my desk you know to hear music I remember carry out my my camera the wallet the watch and what else I have to carry so many different things today and I remember on that time when I was teenager you know how difficult is was for me taking care of too many things and I cannot lose any of those because without music I cannot travel without money I cannot travel without um uh a camera I can I can travel with you know the images are important so I always think when the men comes out with one device that cover all of those things and the men come out with this so with this device we have everything so today we don't need to take care about so many different things with one thing we have everything reflected in one only one devices so this is a need I have and this is I want something I wish and so if the companies understand that and I this is something that I believe that Mr jobs understood we have to create something that people will accept immediately based on the insights I have not only on my perspective but what I heard from as I said from the data and science behind what the people needs and wants and based on that I create something thing that be number one in the market so it's not only um because I'm saying but because I I read in the to the researchers the the very good marketing people in the world are the one who understand what the needs and wants are out there and now then they go into the operations Department ay I need that you produce something like this so from this is also something from has to be discussed on sea level and as soon as I have this approach then we produce something that the market needs and then we are having big success without having Warehouse of this product we have to minimize the warehouse because Warehouse or you know inventory is really bad from financial and strategic from the companies okay any question clear for everyone yes okay if no questions then we still have 20 minutes and we go for the model number two so with the model number two we start going not only for the what do we have um from from the basics but also from uh let's say the consumer Market and consumer Behavior specifically okay please let me know if you have any question all right excuse me sir I have one question please please go ahead in my company always marketing team will come and ask me that we need to make this campaign that campaign but um since I am a finance guy I want to know the outcome so I'm asking them do we know uh like are we sure that we will be having a real outcome of this marketing expense whatever we are going to expend they will say no we don't know that might be yes or no sometimes are doing awareness like what you said sometimes is there any tool we have to ensure that yes we have to make sure that there is an outcome for the marketing yes I have a question for you are they are when they ask you for money it's to do in online marketing or offline marketing sometimes we are doing both sometimes we're doing online sometimes we're doing outdoor campaigns you know it's it's yeah yeah yeah yeah I understand so in online campaigns I can assure you that you can have exactly every single scent you spend how much is will be the return because I give you an example you do campaigns and you invest money in that campaign imagine is in Instagram so if you this is a science you have to cut the noise of you know making many different actions at the same time so you do just only one action and you see through that action which is the the objective you have probably the action is create brand awareness people knows about you so you will know based on that campaign how many visits you have so you can compare I spent 10,000 I don't know euros and I have 100,000 customers or 100,000 people view my website for example so you know so you mean sir you mean sir the awareness itself it's it's it's outcome it's outcome itself is one of the outcomes it depends which is the outcome you expect if the outcome is look do a campaigns and I want to see my return of that campaign's money so this is rate conversion with money imagine again you spend $10,000 or euros and you receive I don't know 5,000 so that campaign works not too good why because you spend the double that you receive see if that campaign it's fair I mean 10,000 10,000 well we can do better so you do your from marketing you do your studies what works well what works bad then the the key Point here is of having a a good marketing uh people you know surrounding you work working with you because if you don't have a good marketing people they just you know they are like cbys you know let's see that works bang let's see that works bang ah that works let's do it again so there is has signs behind why we I doing this is because we have a new product it's because of the competitors it's because we have I don't know uh imagine we have an olymic games it's good to having an action there and see how much will be the return so you have to slice which is the purpose of the the the outcomes of this action and the outcome is increase my awareness increase my sales increase the traffic because through the traffic imagine you have 100,000 people looking at your web page you have a rate conversion and this rate conversion see tells you how much money can come in the future this is online offline my friend is more difficult uh yeah I he I he so many different voices probably your microphone is open if you have nothing to say please turn off and if you have some something to say please go ahead yeah this as I I I would like to add also whatever if it was online or offline also you need to measure the the period for this C for the return of the campaign sometimes you make advertisement now or campaign but you get the return not within this year maybe within after two years especially in offline campaign uh in uh in online campaign if you have it as a money as a money exactly like like brand awareness it is not easy to measure the brand awareness it is canc it cannot be reflected to money to reflect it to money I don't know how it's but it is a lot of aspect you need to consider not only as a sales value okay let me let me step on on the on this brand awareness the the brand awareness never came in the short term especially if your company is not very well known so you have to be careful about it uh for example if your compan is new if you have let's say 100,000 for marketing campaign this year my recommendation spend 90,000 in product why your product is good and you know this product is made by who by I don't know Victor Alves and 10,000 only Victor Alves who we are the storytelling I am humble I'm starting my garage blah blah blah so during the years sorry you increase your brand awareness and you reduce your product awareness why is that because today for example think about Mercedes they don't need to tell you which is the new product they launch and probably if they do they look like this what they invest the most money isn't the brand because brand in your mind and this is 130 years investment brand is luxury is so many different characteristics that they show through their products okay okay so I agree with you ra ashra they you cannot see brand awareness shortterm for sure this idea of invest in brand awareness takes time the idea of investing in a campaign for a specifical product that is short term and in online you can see that conversion very easy offline is a little bit more difficult because offline is a combination of many different things things you have a online presence always you know we your web page for example you have your sales team on the street and you do I don't know advertisement on the highway if you cut all the noise this is part of the science and the research if you have to cut and isolate the action you do and see the results because when this is part of the marketing responsibilities when they see the result of that actions they can repeat or improve in the future or dismantled cut off because this is costly and make no sense because we have no return on that okay yes okay no more questions no more observations people sir last question please yes please go ahead if if I need to come summarize the best marketing tools on ranking shall we consider nowadays the online marketing is the best tool we can choose what kind of rankings ranking of your brand no ranking of the marketing tools marketing tools means you have online you have outdoor for offline you have so so shall we consider now the the online marketing is the best tool for the marketing now uh I I usually uh deal with so many business plans and uh the answer of many of the kids is usually and then we put that in an app on online and we have success today we have too much noise online the information there's too huge to manage but on if you are not online you don't exist so my recommendation is depend of the of the sector you work you have to have a combination always because if you imagine you have an store and you don't have your own store you have a multiple Brand store you you have to create awareness of your brand and your product and the the the possibility of do your product have probably you have to sponsor some sports events if it's related with that sector or some industry events and finally try to create traffic online where the people can find and look for more information about your product and Company and then go to the online purchase or retailer purchase where you have to people very well training remember the the marketing mix the processes process has to be very welld designed for you know people convinced that this is the right choose I made about your company okay thank you you welcome okay let me go for the next 10 minutes the consumer markets we're going to talk about about the the the consumer Behavior Philip Cutler is the guru of the marketing worldwide he is the creator of many different things in marketing it's very old man already he is from States I think MIT or something like this uh is he has a many different books one of them is in the vle is open on the on the on the website on the page I mean free for everyone um uh marketing he says marketing takes one day to learn and certainly it takes lifetime to master is the same idea I said from the beginning uh if you want need to understand the mission of your company takes time this is not something you learn in one day well you have to be there years and after years you don't realize few of the things that you are dealing off but uh it's like when you know a person as I said before first time easy to learn easy to see if you like or dislike or you connect or disconnect but real connection long term take a Time so I promise that if you pay attention you will understand the marketing you will touch the marketing strategy but to understand the marketing strategy it's a a very long process that you have to internalize on yourself it's very very difficult because marketing has so many inputs and isolate every single input to realize that is a u an output is very difficult to to see it okay not impossible but you have to have an overview so what is um consumer behavior is and study there too much related with psychology how individual groups or organizations select buy use and dispose the goods so how you select how you buy how you use and how dispose the goods Services idea or experiences so products something that you receive right now which is a service one idea shared by the others or experience you know when you go to a concert or when you see a movie for example to satisfy their needs and wants I need to see the movie I want to see you don't I don't know an action movie or fiction movie okay so this study is very important for the marketing perspective and there are so much psychology involved I'm not expert on psychology but I understand the links between psychology and marketing from the organization perspective so every company has to study the customer markets and behavior prayer developing the marketing plan watch is the motivation of the people marketers need to understand who are the ones who constitute the markets they mentioned the demography yes how many people constitute the market is a big or small makes sense for me make that investment and the return based on the demography is very slow probably is not interesting for me you have to be sure that the amount of people you target based on demography make your numbers a reality if not you create a company to make money not to lose company because money is always limited what and why they buy how much who participates and who influences in the buying process sometimes we buy the things because of the recommendations of you know our family or our friends or our colleagues or sometimes in the store by the person who sell that's why the process has to be very well designed by the companies and then how when and where they buy H they buy in the morning in the afternoon ER they buy on the street or they buy online they go to the shop how they buy they go alone they go buy car they by they walking all those things has to be understand and study in advance by the marketing department that's why the marketing department is so big today but what influence the cumer behavior well we have some cultural factors we have social factors and personal factors some of the cultural factors start with what is culture culture is something that determine of the person behaviors acquires through socialization process with family or another key institutions and the culture is divided in many different uh let's say countries in the world uh you know that the Islam countries are different from the Christian are different from the Chinese or Buddhism or Indian or the every different culture has different approach to the different brands in the market some of them are more connected some of them are not too well connected Ed and this is part of our culture Our Heritage how we being educated through our family country institution and values okay the social classes is something that also impacts on the on the consumer Behavior so we have different classes here in Europe the biggest amount of the populations are between apple mids and working our Apple lowers where there are not too many many upper uppers or lower uppers and not too many upper lowers or lower lowers but if we go for example to Latin America working 80% are from the working to the lower lowers and only uh I don't know 10% the rest so depends what kind of product you have the value you provide and how you position your product in that market you may have big or less success for example if I have an elite business school in in Spain and I'm going to Latin America with an elite business school and one of those countries I know that my demography and my target market will be reduced only 10% of that population it's good if I am the only one but if I have competitors that 10% if I have another 10 competitor is only 1% so you can make the numbers to understand if it's good for you going there or not other thing you can do I have a very exclusive business school here in Spain for example or Europe and I'm going through La one country in Latin America with no so exclusive approach that has some risks which is people may think why if you are good in Europe and not good here probably the education you deliver here is not good as there so you have some risk and you have to understand what Market as prior to make that considerations in advance and then the social factors we have some references groups we have a family the social role and statuses from the reference groups we have a primary groups which is our family basically secondary groups our friends or our colleagues at work some aspirational groups groups that we want to belong to some dissociative groups groups that we don't want to belong and some leaders opinion leaders opinion is important for the brands and this is very uh difficult to make the match for example Rafael Nadal yesterday he was taking the arou Olympic Games he is uh the the the face of Kia you know the car brand car uh he is already with this relation 20 years but Kia When Kia arrives to Spain uh they never say they wear Kia they always talk about their products and Kia has seven years of warranty uh there are not too many Brands who offer seven years warranty but Kia offers that so the connection here if you like tennis and you see and you saw Nadal playing you see Nadal is fighting for every single ball to the end of the game and Kia fights for you because they give you seven years warranty so you get as a company I can get guarantee you and I connect with Nal because Nadal guarantees you and him that he will do their his best to win this game so find this connection is very difficult because sometimes the leader opinion eats the brand and people remember the leader but not the brand this is bad sometimes the brand eats the leader opinion and this is good for the brand not for the person who be involved and sometimes and very difficult to find the match continues long term now that is one example George Clooney with net cafe is another example there are very few examples some others goes to for example G JayZ with the Adidas finish with a very in a very bad way for example so family distinction affect by and decisions let me take two others minutes to finalize this first part affecting by a decision so we have a personal factors our age life cycle if we are married not married we have we are all young occupation if we have job or not our wealth personality values so some personal factors affect the way we approach to the customer to the to the brands and also Brands as I mentioned before has personality some brands has sincerity and some news that you read especially today with the fake news it's very difficult for us to find a a new news that are real so I'm trying to to only read sources that I know there are real and if you push me a little bit from political perspective I try to read the newspaper more left and newspaper more right so I take my own decision but that sources are real sources I'm not in in Tik Tok for example I never uh try to believe on what they say because everybody can put anything and especially with the fake news and artificial intelligence they can guide us to a many different let's say opinion that's something that doesn't exist there are some other companies are more excitement for example I don't know uh Disneyland with their product if you go there you can have a very good experience competence sophistication for example the very wealthy Brands like you know Lis Buon and many others um so Brands like us try to deliver personality to the others okay and then the triple botton orientation which is the financial already mention you know how much money you invest and you made a very great question about how the financial officer accepts or not some marketing campaigns the social how we impact in the social we see the example of pepo and McDonald's and also the environmental which is something that everyone today is looking you know deeply and it comes I expect sooner than later for the good of all of us uh with this I let me just go no we stop here because we see in the first Slide the the four piece extended to the seven piece the uh outside stimul you know the pastel analysis we are already see the cultural the social and the personal and on the next part of the class next slide is talking about the motivation perception learning memory for the bus buying process decision and the purchase decision okay so I leave you here I GNA we're going to take 20 minutes break is Anette maram and we coming back in 20 minutes okay have a great break and see you in a few minutes thank you see you thank you everyone so see you in 20 minutes okay e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e welcome back everyone Professor Victor you can go ahead and proceed okay hope you are all here so as I mentioned before we are going now for the other consumer psychology which is the motivation perception learning and memory okay so let's talk about motivation as I said I'm not expert in in P in Psychology but according to the psychologist psychologist and um psychiatrist there are three kind of motivation moves the people around the first one is freuds everybody almost know who frud was it's the theory he promote is people or the behavior of the people is guide by the subconscious motivations so we have a conscience which is our rational and we have our UNC conscious sometimes we do things without we don't know why we do that but we know that on from unconscious perspective there is a reason behind we cannot explain rationally but it's there so sometimes we buy products somehow unconsciously and I'm going to go back for this detail in another slide later on this model or the next then we have a mass low hierarchy of needs this is a very well known this is a pyate and maslo uh mentioned that uh the needs as soon as we cover one needs we go for the other uh need statements the first or the bom in this pyramid is food water and shelter and then he grows that needs you know possession P not possession but passion or not passion but um uh company be be with others uh then another steps still the the last one which is the self fulfillment I do things because I believe is uh increase my fulfillness or my uh let's say happiness in this word and then the less known is harrisburg's two Factor Theory so we have two kinds of situations when we have in front of uh two kind of behavior when we are in front of the situation one of them is uh do if I do this is good and bad which are the things good and which are the things bad for me so when we buy the product sometimes we decide to buy it because it's good I need it's bad because it's you know the price is too high for example all right so motivation is very important for marketing uh perspective uh uh experts because people sometimes buy because of their motivation basically the other one is the perception how we perceive the things so perceptions it's it's more important than reality we may perceive a situation A brand a a country with something that probably is not that reality because reality can be very very different but perception is more important as a consumers we have a selective attention retention Distortion and subliminal perception for example selective attention is as I said before if we like the red color usually when we see red things we try attract our attention and imagine that you are in front of the store and you see something red you retain that red because I don't know the is if has fashion is because of the dress if it's technology is because of the color and the price and the model but and then you have a selective Distortion in the same path and this Distortion is you focus on the red but you distort the other you are not taking care of the other colors in that retention attention and of course Distortion because that other parts distort you on it or make a distortion of your of the things are most important for you and then you have the subliminal perception red colors why unconscious because probably red color reminds my childhood where my mom or my dad you'll always give me a toy in the red color for example okay so we have a subliminar perception ception the Distortion is we take out the things that distort the thing the the reality or with the the the perception we have then we retain and we focus our attention it's a one way marketers understand how the people react in front of the something something according to the perception and then remember I I mentioned just before how many of you uh move from one place to the other apartment or house from one apartment to the other and then you have to fulfill the boxes usually you find things that you didn't realize it was there you remember when you boat but you never use it so this is a kind of for example Freud mentioned that we are approached by our unconscious and that's why when we make that boxes we understand oh I bought that one day I remember the day exactly I remember the feelings I have about this but I never use it I just store in the in the drawer and never came out from that door till today many of us has happened exactly the same way or for example uh when we l things you know for example when we buy the product we get rid temporarily we rent it or we lent it for example we buy a book we like the book we give the book some someone and we forget to ask the book back because we just forget we remember the action but not the other parts we can read temp permanently or and we give it away you know we use and throw it away we trade it you know give me this and I give you that we sell it or exactly we throw it away and based on that we if we get way to resold to be used or we sell direct to the consumer to the distributor or the middleman and if we keep it we keep it for the original purpose we convert in a new purpose or as I mentioned before we store it emotions is something that companies are using too much in the recent times and now we are overwhelmed about the emotions on the on the videos or the things the companies wants to uh give to us uh next you have the slide of the two videos please uh maram show here in the screen but please see on your screen the two videos I'm going to give you three or four minutes for see the videos all maram please show the videos also here in the screen and especially with the Nike uh the first one doesn't have any voice but the second one is important you to read at least understand what's going on with Nike please Marion go ahead all right sure thank you so everyone I've already shared the link I will just now share this screen with the radios [Music] you [Music] [Music] [Music] [Music] he shot me for love let toor on [Music] um just a minute okay okay for this video we don't have any titles in English oh please see the video on your screen because what they say is important it's just something we made up somehow we've come to believe that greatness is a gift reserved for a chosen Pew for prodigies Superstars and the rest of us can only stand by watching you can forget that greatness is not some rare DNA strand it's not some precious thing greatness is no more unique to us than breathing we're all capable of it all of us okay nice thank you Maran um I'm going to ask you if you think about um Mercedes as a brand uh what are the things came out to your mind which are the the first let's say images or the the first adjectives connected with that brand you can you can write it down on the luxury very good luxury fancy all right that me open the chat here luxury fancy I read Comfort comfort and safety luxury very good German quality this is a clich Muhammad it's like a the the the French wine is the best of the word or Spanish people uh taking a nap it's exactly the same but agree with you elx and reability yet very good okay look the the the the when I upload those videos it's not too very well connected with the emotion but the emotions are somewhere there uh the video starts with a kit came out not during the night exactly using the emotional safe feeling the kid came out at night alone with a map uh looking uh for something on the streets um he's kind he knows more more or less where we know as as a fathers we may feel oh what will happen in the night alone kids you know uh suddenly uh he crossed the the P the the The Pedestrian no not The Pedestrian where you cross the street and you know one car stops this is the competitors competitors stop when Mercedes passing by and then finally he arrives to the police station uh you mentioned that uh none of you mention ah safety FIS mentioned safety when you go to the police it's because you feel that you feel safe somebody will take care for you um so this is the first relation with the the the the objectives of the brand and the video but didn't say anything on it that's why I like too much this video because there are so many subliminar messages related to the brand but never mention nothing about it this mean when you when you lost Mercedes safe place yes could be but I think this video asra mentioned more the the the uh come say in English the the the the want that you be inside the Mercedes because if you see at the end it's not the first time the kid do the same thing is he repeat and repeat he wants to go to the police station which is safety because he wants to go inside the Mercedes and hi why he wants inside the Mercedes because he feels secure he feels luxury he feels uh in the comfort zone because remember he the the puddle he put you know the the the seat belt reability exactly so it doesn't say anything about the product they and you never know it's a set as brand till you have the last second of the or last two seconds of the video showing the the logo of the brand so this is the connection that's why I bring this video many many times because I found the connection between uh emotions and the connection of the the the different characteristics of adjectives the brand Works many years and the conscience of the customers and that's why everything makes Rel relation inside of it if you take another brand car for example I don't know Fiat or l or Tata cars probably the message doesn't have exactly the same let's say outcome you see the outcomes because everything is harmonic inside of it all right so that's why emotion is here there's another if you go to YouTube there is a lot of emotional videos I think we are overwhelmed about the emotions and why we took as a company the emotions because we are I don't know seven billion people in the world and we know if we are happy all the world whatever the our culture is we know if we are angry we know if we are sad we are we know what happened because of the emotion that very easy for a global companies Mak an advertising campaign touching the emotions because when you touch the emotions then you connect that emotions with the brand but when you have all the brands do exactly the same things you feel overwhelmed and you don't know what kind of emotions you have to be dealing with which which brand then we have the second video which is the Nike uh what do you think about this video uh shows the emotions you can write it down your your idea ideas about this video it shows the emot it shows somehow something about the brand look the between lines what the brand is looking for empowering people very good Allah very good uhuh so if we think about brand KN as a customers we if you want to do a sports probably many of us are looking for for night uh Al far far sorry comfortable Fat's durability mhm okay durability because the boy is fat and probably the shoes has a lot of work in that sh in that Feit and probably durability is there comfortable yes I agree with you but if you think about the the company is not exactly a yet it's not only for certain people it's for all so between lines what the company tries to sells you because there is there is money on on behind and they have to be taking advantage of that through the emotions the emotion is oh poor fat boy is running is not normal no not boys as fat as as this boy usually you find running on the streets make your dream to be in fat in shape not fat as for everyone make your dream to be Fitness shape not fat or for everyone okay so think about this the boy is too fat to for a run so that's why surprisingly we may feel like oh poor boy he's going to have problems you know heart attacks or he can not run too much he's sweating and he uh the company mentioned well uh we try you to find your greatness and the greatness for I don't know for Michael Jordan when he plays basketball was to you know do the points in the last very last second and win the game and he work hard for it or Nadal or every single Sports people are trying to do their best to you know improve their performance but you know normal people which is probably 80% of the people worldwide are not sporty people are normal people like you and me so what the message of this brand says is we don't need just to having the last point in the last second by like Michael Jordan we want you to find the greatness and your greatness probably is running 100 meters find for us so what the company says like PepsiCo we target the market we segment the market they create shoes for all the women and men worldwide but we target them some of them has no sportive or shape bodies but you can use your product to find your grainers to find your purpose in life and that's what's also being connected with the p mow pyramid where you find your your own your satisfaction your you you find you realize your life when you find your greatness finally I used to run a lot I never be the first I never be the last I running marathons and things like that and I remember on that time which was my greatness try to find against me with the time so I try to do in less time as many times as I can so if I reduce one second I'm happy but if I didn't reduce one second and I have five more minutes I also been happy because I made the race so my greatness is conquer and finalize the race and another extra motivation is doing less time every single time so you find your internal motivation I bring that those videos because as I said before companies bring so much emotions emotions today are too much of overwhelming and I said before in YouTube you can find a really nice videos especially some videos from a Thailand insurance company almost make you cry uh because it's related with a situation of very uh poor people and how they success in their lives and then you you may being reflected in some of them today the companies are looking for another kind of approaches for example the Heritage and the heritage is well connected with sustainability because sustainability is a problem that we are facing today worldwide and the company has a a big part of it to you know to try to solve the situation if no more comments I will continue um and then we're going to finish the model number two uh there there are many companies who create a state mental map that uh mental map this is a a um a uh insurance company in United States State Farm Insurance and they create a mental map this is a very good tool in fact Proctor and gambler is one of the company who has the best mental map in the companies in some of the companies worldwide why is that because uh for example Proctor and gambler has uh 27 products in many many more but 20 19 from 27 most sales product in the market they are the top one sales in their categories for example uh I believe in in Saudi Arabia if you are in Saudi Arabia or in Islamic countries tidy the soap to clean the clothes tidy TI D is very famous there and probably is the number one in sales here in Spain TI is not for selling and why is that how is POS in Maro which is you know close by tidy is there in Portugal tidy is there but here in Spain no why is that because they know if they are running tidy here in Spain they're not going to be the number one so they prefer to skip they only run products in countries where they know they're going to be the first or the second but if they are F or seven they prefer not spending their their money there and why is that because they have a very good state mental map of the people so they know exactly if the the the the people are when they are looking for a product what kind of Futures they are looking for the product in the case of the insurance company around a long time safe responsive convenient reputation so imagine that if they do the surveys and the people are looking for responsive I mean customers 60% are looking for responsive imagine now as a strategic in my company set out all the process to be as fast responsive and very well responsive as I can as a company so if I can achieve that goal I can deliver message about my company is the most responsive insurance company in this country so if word to mouth works and you set the process to have this this situation solved then the com the customers are looking for you and you have a better success so mental map is a very important tool for the companies then we have the consumer buying process mentioned before somehow uh there is a problem recognition I need something you look for information you evaluate your Alternatives you have a pet decision and then you have a passport change decision imagine this example we have the sorry we have different uh four different attributes for a a a computer let's say memory Graphics capibility capability size and weight and price so imagine you are a graphic designer probably and you're working from home so the most important attributes for you oh no sorry you're working you travel a lot so the most important uh attribute you're looking for as a graphic designer is graphic capability so you the the the computer a you allocate the biggest possibilities to buy but the size of and weight is too too big and too weight and you travel a lot so you don't like to carry all those things and you make your considerations or as a consumer you may say look I'm a graphic designer but I have I'm looking for a memory capacity graphic capability size and weight and price more of the same the same amounts so you're looking for the b i it's not the best graphic capability but according to the size the price the memory you know it's Fairless it's the same percentage for everyone but which is the reality we are allocate different percentage to different attributes of the products I really like this product it's wow but the price is too high so the product I like 50% the price 25% the other attributes and then you make your choice decision based on the dealer distribution brand price capabilities performance and so on so forth we allocate different percentage and we do our pche decision as you see as a consumers from psychology perspective and consumer Behavior perspective is very challenging know as a from marketing perspective which are the attributes but if you study very well you will know which are the things you have to deliver the communication you have to deliver to conquer that customer customer because you know how they they manage or they highlight the attributes okay here you have the uh the example made before they call conjunctive lexicographic elimination by aspects it's exactly the same I just explained in the previous slide all right so we have a a risk from the products some of the products are the risk is functional some of them are physical some of them are Financial social psychology functional they are not performing as you pretend Financial I pay more than expected for a product that doesn't deserve psychological and here you have the explanation for example the product for the mental well-being of the user you know I don't know uh social media or gaming or something like this or time risk and so on so forth so the perceiv risk is something that is always running in our subconscious and sometime in our rational part and usually the mental accounting the consumers tend to segregate the gains into integrate losers integrate small losers with larger gains or segregate small gains from larger losers for example when segregate the gains if we buy something that we like a lot and 5% is price but the price is too high we just consider look it's good in all those kind of characteristics or attributes 5% price is too expensive but it you know I can afford and it's uh the product deserves that or you segregate small gains from Lal loses for example if you have to pay taxes it's better to pay taxes every month that pay a big amount at the end of the year so we tend to segregate small gains from larger loses here you have the explanations of this mental accounting those are all the characteristics we have from uh from consumer Behavior perspective in all of the steps you know personal uh social culture motivation perception and so on so forth here we have our first cahoot and probably we apply the first cahoot Mar what do you think so for the students understand how to works we are not going to apply all of them but then we're gonna need see how to works all right so everyone we're going to be proceeding with our very food let me open up and share the screen for everyone one meanwhile why don't you go ahead and download this application especially for the new students in a separate device than the one you use for zoom and the reason is that you will not be able to see the questions as well as options onto your application as a student so you have to direct or redirect yourself towards the screen that I'm currently sharing so the module that we're going to be doing cahoot is from module two and it has 10 questions I will going to be giving everyone couple of minutes to join in around 2 minutes and how you will be able to join in as a player is very simple you simply have to log in as a student and then you just have to enter the game pin that you can right now see onto the screen 995 929 so I will going to be putting it in the Chat bar for everyone so again the link is also shared in the chat bar so either you can just simply click on the link to join or you can just simply go ahead and enter the code for this activity let me just explain the basic rules because we do have some students who will be doing it for the very first time so the game rules are very simple how you were going to be earning points is that the fastest you answer and the accurate you answer will going to give you more points comparatively to other players what I mean is that you are going to be having a certain time limit maybe 15 to 20 seconds to answer each question now obviously the fastest you will answer and the correct that you will answer was going to give you more points comparatively to other players who answered correctly but maybe couple of seconds late the year uh again how you going to be entering this is very simple you simply have to log in into kahoot.it if you're using a browser or if you are using your mobile phone and you wish to download this application you can simply download it from the play store or from the Apple Store and you just have to log in as a student and just enter the game pin and obviously once you enter you will going to be part of it uh you know of this game you will be the player now as I mentioned in the very beginning that you will not be able to see the questions as well as the options onto your screen so technically what you will be able to see is that only four different colors of boxes with maybe shapes so you have to read the question as well as the options onto the zoom screen that right now I'm sharing you just simply have to select the correct answer maybe the answer to the question correct is a that is the red box you just simply have to select that so I hope the instructions are very clear and you are ready to start just a very very quick note disclaimer whatever activities we are doing throughout the session will not going to affect your final grading your final grade will only be based on the tutorial attendance and the final assignment that you will submit I hope everyone is in please raise your hand if you are still trying to enter this activity Ahmed okay anyone else okay Ahmed I'll just give you one more minute Raman is unable to join please do let me know if it's something related to internet em do let me know all right so what I going to do is like I'll going to go ahead and proceed so for those of you who are still trying to join please keep a note that the pin and the link is already there in the chat bar you can just simply use that to join us in between as well all right so best of luck everyone as I already mentioned the activity has 10 questions and it is taken from module two which you just recently finished and your question number one is onto your screen the correct answer to this question was option A or the red box so on the scoreboard we have ashra taking the lead followed by Omar vidad atika and Ramy moving towards question number two the correct answer to this question was option b on the scoreboard we can see we have ashra taking the lead followed by Faris Omar vidad and AA moving towards question number three the correct answer for this question was option C we have on the scoreboard ashra yet cleaning followed by farest Yad uh Jamal and Omar moving towards question number four the correct answer for this question was option D on the scor we can see Jamal taking the lead followed by ashra Omar Ma and Allah moving towards question number five the correct answer for this question was true we have Omar now taking the lead followed by ashra m Ahmed and allaha moving towards question number six the correct answer for this question was also true we have Omar yet leading followed by Ahmed Faris Jamal and Yad moving towards question number seven the correct answer for this question was option D we have aat taking the lead followed by Omar viad em and ashra moving towards question number eight the correct answer for this question was option A we have Ash taking the lead followed by Ma Yad Omar and viad moving towards question number nine the correct answer for this question was option C we have ashra leing followed by Yad withad M Ahmed this will be the last question question number 10 the correct answer to this question is option b moving towards uh the podium we can see the third position is taken by Ma the second position is taken by Yad and the first position goes to ashra congratulations we also have two runner ups withad and Omar so that was your very first cah thank you so much for your participation and for your support Mariam uh please Marion send me the results uh by WhatsApp I I need to see the the the results step by step to glorify if the messages are the concepts are clear and understand if you are not being able to join for example Ramon uh you can play uh let's say without being inside the game you can see the questions and answer by your own one two three four and see at the end which are your results so in that case it's just a a personal uh out to evaluation that you can see how you understand the classes and something is not clear for you please raise your hand or do the questions in the chat okay so ladies gentlemen we are jumping into the new content uh I'm going to the model uh next model which is the number three my idea is having um the the number three and number four trying to make it possible in the next uh before the the break okay so let me just uh trying to I don't know why but internet they so slow so to the what we're going to see now we're going to see something that we already discussed was identified market segments and targets uh these are the chap the question chapters and when we think I try to join but something going wrong don't worry Omar I I know that things like this happen especially when we are online and so many people are trying to connect to the same device or platform but don't worry you can do by your own and you can share your results here in the chat 5 to 10 2 to 10 10 to 10 you know just to see this is a personal information I need if the message was very well delivered and if not be feel free to raise your hand ask questions through the chat or you know your directly with your voice okay so uh what we try to make an effective targeting requires identify the profile Destin groups of buyer who defer in their need needs and preferences how we uh identify that profile select one or more segments to enter and establish and communicate a distant benefits of the T Market offerings so what is a market con segment is a group of customer who share a similar set of needs and wants something that I already explained that's why I mentioned at the beginning that the the the the storytelling or the flow of the class and the pace was explaining some points and here we go a little bit faster so um I G to I going to skip that activity because then we have a cahoot that also mentioned this and how we segment the customers we can segment the customer geographically demographically psychographic and behavioral from Geographic perspective very easy to understand we divide the word in continents the continents in countries the countries in cities cities in towns and neighborhoods uh from demographic segmentation we have many different demographic perspective age life cycle life gender gender income generation social class race and culture something that uh some of you mentioned before about demographic I mentioned demographic is also about the numbers and you are also right demographic can be also considered those kind of segmentation but it's very important to know also from demographic which is the the amount of people that we are willing to uh Target and attack in a proper manner to having sustainability from Financial perspective uh well and this is the explanation of life and St life cycle and Stage we are different when we are younger when we are older if we are married or divorced if we have kids or we are we not without kids think are changing big time in our life the gender and income especially change uh big time I bring in the past the example of this Victoria Secret because usually as a company is one of the biggest company worldwide but they stick to the to something which is not that reality it's like the sports people when we see the models you know probably less than 1% of the ladies of the world has the kind of model make no sense create something that does fit in the population generally it's is is useless for a company perspective that a lady whose name is rihana came out with a lingery for ladies all sizes and it's a big success and you know this WRA this company and now this company is making another approach from the market perspective even though Victoria Secret has a very good approach even if the ladies needs underwear they want linger you see the ones and needs it's very well uh recognized by the company the only problem is from demographic perspective they didn't Target weal and they lose the pth and they try to reinand they fire all the you know the people in the sea level and now their new people are trying to make other sites being involved especially in gender and income it's important to understand uh look at the Olympic Games today I see the a chart today LinkedIn this morning that the presence of the ladies in the Olympic games are growing steadily and this time is the this Olympic games are the ones who has more ladies participation than ever so it's growing steadily the the the ladies are become part of the society from professional special perspective which is something that was not included I don't know 60 or 70 years ago and today is very quite normal ladies are part of this professional life so that creates a different perspective from companies and also from the societies because it's more Independence and more let's say uh viability for the companies because has more let's say customers generation influences how we uh how the generations influence in the others for example our father to us and us to our kids and the people around us especially the families uh the raise and culture uh there's are different cultures mentioned in the previous slide how the cultures is important to understand and how this approach make a big uh let's say uh differences when you have a company and how you approach to the market based on that two characteristics so I want to show this video Marian uh I can you can you show the video this is important video to understand segmentation structure stry for one huge company that is not very too normal in the other companies worldwide especially for example pharmacetical you can uh use the link Marion in the chat box and you can also uh use the show the the video because has um uh subtitles on it all right sure so everyone the link is already there in the chat bar for you to see in order to make make their products relevant in order to make their products relevant to a variety of consumers companies use Target marketing marketers identify specific spefic segments of the population and position their products to appeal specifically to that segment at McDonald's segmenting is Central to their marketing strategy but the burger giant takes a different approach to segmenting than most companies traditional consumer package Goods companies such as Fredo L organize their marketing department by brand and so you will have a brand manager on Doritos or a brand manager on lays etc etc at mcdonal Donald's instead of having a brand manager on Big Mac and a brand manager on french fries what we have our segment managers and so at McDonald's you will find a director of young adults a director of women moms a director of africanamerican consumers a director of Hispanic consumers Etc so that structure all by itself puts McDonald's in a position to really maximize targeting marketing efforts in order to Target markets accurate McDonald's uses segment insights insights are information about consumer behavior that are developed through market research we're constantly every day all week long collecting information and data about the different segments that each of our marketing people are responsible um you know are responsible for understanding and what what we pull from these segments are insights pieces of information that help us understand how to describe our products in a way that will be most compelling for the particular segment consumer insights focus on the values needs and lifestyle of each segment using these insights each segment team creates a positioning profile for every product then their creative team uses these profiles to produce ads targeted to relevant segments as well as to the general population in the case of our southwest chicken salad we learned from our consumer uh intelligence that this salad presented such a cool variety of ingredients that the General market would find that compelling so if you look at our ads that were targeted to the General market you'll see the emphasis on the variety of fun things in the southwest chicken salad hi can I get a southwest salad with Crispy Chicken and I want that new thing with the grill chicken and tortilla strips you know it has that real creamy dressing oh and I think some lettuce on the other hand if you look at the africanamerican consumer advertising we learned from marketing intelligence that the African-American consumer is less inclined to uh consider a salad as a substitute for almost any of the sandwiches we have at McDonald's and so instead we needed to develop our message in a way that said to this segment this is a hearty filling interesting and exciting salad if you look at our Hispanic consumer segment the southwest chicken salad is full of ingredients that are that resonate with with culture and Heritage and our compelling ingredients to Hispanic segment for a whole different reason the Asian consumer requirement includes variety of tastes and tasting new and different things and so what we presented in our advertising that was targeted to Chinese and Korean Americans was the whole notion of this variety of ingredients and a new exciting taste Target marketing has proven to be very successful for McDonald's by understanding the various consumer segments and positioning their products to appeal to each segment McDonald's has been able to increase overall sales at McDonald's there are a couple hundred people who work full-time just keeping the information current and keeping the information coming so that we can use insights to make certain our marketing is compelling and that our marketing efforts do in fact result in business building marketing very good so uh in this video the idea is show up how companies like McDonald's uh show different ways of making the target markets I I read in the in the in the chat that some of you for example working in the in the pharmaceutical industry as a marketing managers or product managers you are responsible for the product you are the one who knows the product the best and you know how that product is position is position in front of the competitors or in front of the doctors that recommends or not or the hospitals or the clinics what I found interesting in this company and I didn't find yet other one how they target the customers they are not experts in french fries they are not experts in meat they are not experts in any of the sandwich they have or even the salads where they are expert sorry is in a different people and different segments of the target markets that they are considered customers so they know for example that in United States afro-americans do not consider a salad as a a meal they need to have the sandwich and other uh let's say uh customers or any other seg Target segments they found the salad enough for having a meal uh something in in McDonald's they increase this presence worldwide in in many different ways for example when when I developed the product in China back in 2004 when nobody almost nobody know few people goes to China I've been in Shanghai with a group of students and after 10 days we don't want to eat more uh you know Chinese food we want to have a a real accidental food and we found a McDonald's very early in the morning we've been there and we ask for a hamburger and they say no we are not selling hamburger in the mornings we are selling just noodles and we sell only Chinese food in the mornings and after 12:00 we start selling our hamburgers that shocks me to you know if is a chain a franchise that you have to establish all the process the same way how is possible in the mornings Chinese food and then I realize in the worldwide they are trying to adapt their to the market exactly I the cultural preference for example I know in Saudi Arabia they have M Arabian in Italy they have mac Pizza in Venezuela and South America some countries of South America they have a maca something that you would do with a corn with well corn here in Spain because we are very famous with uh with the chaps they create some kind of hamburgers made by chaps you know the the saws and things like that and recently they are U making approach that's why I said before they change the colors they make the approach of making a strip into the sandwiches hamburgers more to salads more healthy based on the movie I just told you before made a big damage to mcdol back on time and they realized they have to change a little bit their uh approach to the customers so I didn't find yet probably the many companies like do exist you know worldwide company that acts not only from my product to the customer and I create experts on my product what I create is a different perspective way I need to understand and that's why the lady says I have a a huge uh PE a lot of people working on data those data is nothing else nothing more than asking the customer tell me what do you think about this uh do you think we have to repeat do we have to increase and that inside mentioned just at the beginning of this class from the sales perspective all the information you get from the customers make the content and made the the the the the link between what marketing thinks and the customer wants and needs so that connection is very important from sales perspective and understand that data this is part of the signs I mentioned before based on those data you can create products that fulfill the needs of the market and then you create Target man marketing managers for that specifical segments of the market and having a big success okay any questions about it or any uh insights that you want to share h no clear for everyone oh sorry no here it's here all right so if no no more comments uh I will continue I found interesting when we talk about uh targeting and and segmentation bring that video because uh as I said difficult to find a company like this well this is an exercise one exercise I want to design for you this is psychographic segmentation the combination between psychography and uh geography or psychographic there's a combination between both so uh there is a a frame creative bys is a marketing uh uh research company and they have different styles or different uh let's say identification from different peoples according to when they face the product you have in one corner the innovator and the other Corner the survivors innovators are the one who be the one in the first in line to buy the very first customers who buys the product remember the iPhone back in time and the survivors survivors are the one who never change the product even they they' been forced to then in between you have many different let's say uh approaches the thinkers are the ones who uh uh they are they are not they are very wealthy and they are buying the things that they think the product or the service deserves Achievers they are very wealthy and they want to buy the products very luxury products to show to the others that they are be they are be a by them experiences are the younger in this group they are spend the money it's basically on on lure times the Believers are the one who buys uh thing create uh I mean they buy they buy they are not too wealthy and they buy things created by uh locally the Strivers are the one who there's funny they are not wealthy and they buy fake products to show to the others that like can have a I don't know a Lou bhon bag but in fact is a fake bag and the makers are the ones who you know when Mr Trump or or the others in United Kingdom talking to them about the brexit they are talking about the great Med great made grade made American great again it's like the people who strongly believe in their local values so you have a different approaches here in this uh in this uh chart create by vault this is the exercise think about it and be ready to answer in the chat box or open your mic imagine you have this company this is a olive rare this is olive oil I don't know if you ever been in Spain but if you go to the supermarket there is a big line of many different olive oil especially today they are very expensive so this is a bottle created by one company here in in Barcelona H the brand is called elegance and this is the the the packaging this is the bottle uh the bottle as you see looks not uh um a cheap one in this ol fer they identifi six different segments the first one are the Enthusiast is 20% of the market they are most female 70,000 year imag Seekers 20% of the market is male segment 35 years old and they basically buy the olive oil because of the brand the savy Shoppers they love to shop but they don't want to spend too much money on this traditionalist 6 16% they are try to buy the same brand always satisfied zippers are they are not to worry change from one brand to the other and the overwhelmed which is 23% there's a potential attractive Target but they are they are too many Brands and they don't know which brands they have to buy so in four minutes are asking you now you are the marketing Chief marketing officer and I am the CEO of this company and I want you to increase the sales 10% next year which are the marketing actions you will do uh But be sure that imagine we sell 10 million I don't want to spend 5 million and bring 2 million to the company I need uh spefic specifical cheap marketing actions that increase my sales and have a good revenue and better profit so which are the segments you attack first and why you can have one minute thinking and you can open your mic anyone overwhelming more opportunity to attract consumers good FIS anybody else asra say me I don't understand ah you are overwhelmed asra okay understand stand somebody else you can open your mic any of you if you want to share your thoughts please go ahead image seeker and like a sa I can say and overh helmet because image seeker and save they are easy and we will be not spending too much money like to increase the like the sales I can say overh helmet like they are have will be more focused and more time and maybe will be like consume more money because they are confused that need more attention like to uh convince them to buy this prodct okay okay cool look I'm gonna go for some of the observations here H satis by zipper here I have okay image Seekers only invest in bottle design okay look what I'm suggest is uh if you go to the match Seekers probably you have to do marketing actions which are the marketing actions you will do some of them mention image Seekers satisfy zipper overwhelming what kind of marketing actions you do really now imagine I am a customer how and I am I don't know image Seeker how you can guarantee that I will be joined to your product and buy for it which are the actions the marketing actions you will do uh for image Seeker like because they are looking more about the image so like mostly about like to hire some influencer like about okay if you look for influencer you have to be careful uh I'm not saying not there's not good or bad answers it's just you know conversation between us um if you look for an influencer what kind of influencer you looking for you're looking for I don't know a tick tocker or someone that has credibility in the market or not because probably these image Seekers is 35 years old probably are in Instagram who in Instagram who in Instagram has good image to sell to this image Seekers a potential attractive market and how many followers this person has in this case like an Instagram like not much like a influencer that is focusing on Instagram like a Tik Tok or like a Snapchat and Instagram it will be more as a marketing or like as a advising marketing like as a brochures or like someone is talking like it's not as a full influencer who would be talking about the product this is the way about Instagrams work okay okay this is going be targeting on Instagram yeah but be careful because 35 years old probably are not in Tik Tok so we have to skip Tik Tok and skiing like it will be not influencer in this case it will be not influencer this case it will be like an ads on Instagram okay okay agree so uh what I'm trying to explain here is one of you gentlemen mentioned before about you know as a financial uh CFO one of you how the marketing actions are you know compelling to pay because bring me more money or not so if marketing people comes to you and say I want to invest an influencer in Instagram you say okay great uh give me numbers how many followers first you know there is a some uh quality uh perspective what kind of thing he he or she is talking about is she's targeting our the target we want how many followers he or she has how much conversion we may have based on their followers and how much will be the cost so those are the basic remember the signs those are the basic numbers you have to have because if they have a lot of followers price is too high and probably the impact and the conversion is too low if you combine this with some marketing actions or some uh let's say activities in Instagram that is also money and you have to quantify every single money spend and how much money brings that action so if you go only for image Seeker probably is quite risky because imagine that your your Market is composed by those people so 20% of image seeker and you need to increase 10% so it's difficult to increase 10% from 20% it's 50% of the image Seekers and you are not the only one company you have to include your competitors so probably make a mix between image Seekers overwhelmed which is another 23 and I don't know satisfi zippers or Enthusiast increase your segment till 60% and you can do specifical actions for each of them or one action for them all I have an idea that you know I've been thinking in during the last two years about how we can be more effective imagine this is a nice bottle isn't it so it's a bottle that probably if you buy one of those bottles you don't put that on the rubbish you can reuse that bottle for something and the important thing is the Elegance is always there nice bottle with Elegance so reminds you the brand and next time when you are in the market if you are overwhelmed or or or traditionalist probably and an image Seekers probably you're going to buy the same now imagine just for one second that you target restaurants that you know there are not cheap restaurant not McDonald's not Micheline start uh restaurants imagine the the super restaurants imagine that bottle cost I don't know 20 a liter or 30 a liter so imagine you target restaurant which uh every person pays from 40 to 80 and you give to the restaurant small size bottles in the in the table so the people can try the bottles here in Spain for example is very uh common people put oil olive oil in the bread and and salt so imagine they put the olive oil the bread the salt they try very good product and the waiter said you can take your this small bottle to your house so you bring the bottle many of them you know finish on the rubbish but many of them are still in the house and you keep the bottle because it's a nice packaging so every time that bottle be in the house sometimes Inc consciously reminds you that find the bottle this is from my perspective point of view not a very expensive you have to combine this with another actions not an expensive action and increase the possibilities of uh having more sales and at the end more revenues okay I cannot go more in deeply in detail we can discuss many uh let's say hours but I want you to take the idea there are not only one Focus only one perspective in marketing you have to consider many different perspective and the most important here is how I do the action which are less costly from revenue perspective I have to guarantee somehow that this action creates value to the company through money through uh value of course but also benefits for the share and the stakeholders okay well there are very uh different behavioral uh variables for example how many occasions you buy which are the benefits the user status the user rates the use red line loyalty and attitude remember the loyalty is one of the most important things for the companies in fact if you having the target remember you have the segment now ladies from 20 to 26 this is your complete Target but you're not going to sell them all you have to be sure that at least 20% of that Target will be hit and buy your product be a real customer so when you create a campaigns you have different steps or the people is aware about my brand or the people is open to try open a trial yes once but not so many or I am a Trier but not rejector I'm Trier and then I probably would do that again but not in the last three months let's say or recent user or regular user or most often user and the you know the Chrome of the jewel is I always use this brand as long as it's available this part this people is the one who brings you 80% of the benefits or the revenues of your company and these are the ones that you have to focus big time remember as a company average you lose 10% of your customers every year so you have to have business development to you know uh balance the the people you sell during that year and you have to you know have an actions in fact retain a customer is much less costly than find a new one and if people working here in sales you know what I'm talking about it's easy to you know connect with the customer satisfy customer and increase the potential sales in the same customer that find another uh new customer who more you know time span and money look how an example of two companies this is a brand a and brand B imagine they sell exactly the same product this is an analysis okay so people aware he about my brand from 96 997 65 are aware 76 are aware from Brand a 63 I mean 65 of 96 is 63 76 of 7 97 is 74 so here we have a a a a debacle and we lose so many customer ever try in from 63 customers only 46 ever try and here ever try from 7461 that big jump here creates that from company a to Company B three times more loyal customers than the others than one compared to the other so as a as a company you have to understand which is the problem here why my customers are not trying not recent Trier which is the campaign I have and then you slize the process of marketing and sales you can slice so imagine the market sales team says I don't know why if the people is aware marketing responsible they try it or not try it probably is a sales and marketing so probably sales may have the insights of what happened and marketing create campaigns accordingly to the ever tried product or customers so try to increase this 46% and reduce the difference between two companies who has exactly the same product some from behavioral segmentation you the target market you have aware or unaware you know if you are unaware you are out of my rder you are don't don't want don't taking care about my brand but if you are aware you try it or not try it if you're not trying and you have an negative opinion this is a very important uh let's say knowledge why my people has NE why this people has a negative opinion and if they try and they are rejector why they reject this is an important information to improve the product and this is where the Innovation Works here from marketing goes into the operation perspective and then repeated if I repeat I'm loyal to the brand and switch and loyal to the brand and finally the 20% customers who give me the 80% of the revenues of the company okay so segmentation could be demographic for operating variables for purchasing a project how many times they buy situational factors you know social economical political legal or personal characteristics are more impulsive or rejector or you know more passive when I buy things so from the segmentation process we uh segment in different ways for example in segment who has a different exactly the same needs and wants I already speak I already explain sorry identification we need to identify which company profiles make the seven the distinct and identifable attractiveness if I go for ladies 20 to 26 with expensive product on for 36 36 to 40 years old which one I attack first because it's more attractive the segment profitability is more or less exactly the same as before how we position our product remember in the three in this ladies you know fashion 20 to 26 26 to 32 32 to 40 we how is the value proposition for them because the needs of this three segments is completely different from one to another and then the segment acid test is a focus group we do to see uh if my product is good in you know in design in color in price in size so we do a focus group to see if all my customer that I pretend to achieve are happy with the product I offer and this segment as it test give me the guidelines if I have to reduce the price if I have to do another colors or thing like that and then the marketing mix explain explained before you know the seven piece and how from marketing perspective you promote your product from place it's from people it's from process product price you know the promotion uh so the SE the criteria of the segmentation you have you can you have to measure it has to be enough you can access to them it has been differential from one to another and you can action on that so you have here uh the the explanation of you know the previous slide and then finally you have the possible level segmentation the mass Market you know everyone CA Cola uh without sugar for everyone and then you segment or you customize you do a tailor made product for in a specific target market okay usually those products are more expensive than those ones but here sorry here you sell more volumes than here but sometimes profit are the same but here you have bigger amounts bigger you know quantitative approach and the customer experience uh for example Services cannot be disattached from the customer experience so you have many different uh objectives from strategy from people leadership culture process Etc and the objective from customer experience I mean the journey is the how the people is awareness about the product which are the research of the product the consideration visit or the sore or the web page the purchasing the product how the product receive how we response and if we have social complaint and here we have to be sure as a company that we understand that complaint because if we are not taking care they go for another another product or another brand and we have to be sure what kind of complaints they have and if we are be able to uh surpass and finally the the services to finalize that uh model the next five or six slides a service is an act a performance that one party can offer to the other and it essentially intangible you cannot touch the service and does not result in another ship on anything as soon as we finish this the course today uh you have nothing to touch with the only thing you have is the conversation we have and the the the explanation I gave you and the exchange ideas we had nothing else probably have you know the vle system you have all the slides and the the class but nothing else nothing more this is a characteristic of a service but we have many different kind of service a pure tangible good soap toothpaste or brush or Pure service accounting law firms moving theaters you never see your for example lawyer probably wants to have a meeting and he do his job and come out with the results but there are things that I combined some good with services for example when you go to a restaurant is because you are hungry but the food is uh the product you eat but is the made by someone and delivered by the other or the service with Goods when you go from one in airplane from one place to another of course you have to have a seat but the intention you have is going to point A to point B so you have different category of service mix and the service is different with the products most of the product most of the goods are considered that qualities and most of the service are considered that qualities for example uh medical diagnosis usually is very difficult to evaluate but clothing is very diff very easy to evaluate so the some of and there are in between vacations is difficult to uh is combined between both because in vacation probably you need a hotel but the experience of the hotel leads you to repeat or not so there is a a combin ation between uh experience qualities all right so characteristics of the service they are intangible you cannot touch they are inseparable from The Experience there is a variability if you come if you do that class next year probably the the experience is different because you don't know you have different story personally or I deliver I change slides or I can we reduce the time or increase the time or if you go to a hotel if you go to holidays to the same Hotel one year can be stunnish you and the other not so experience is always related with the service and then parability you cannot inventory the service you don't know how much you know about something is a debate that you have with someone that creates that personability and the service quality determinant we have the relability how we perform if we perform the prop service if we response from the customer complaints if we are sure that what we deliver is what you Ser it do you have it if the empathy is the prodution K care that's why this is something very important people if you work in service especially in the sales department uh you as a sales or represent of the company you are the face of the company so if something goes wrong and people blame on you accept because you are the face of the company that's why you working services and tangibles the appearance of physical facilities equipent personels and communication materials leads you to having a quality of service so how the why the people is changing from one service to another Well usually the price is one of the key points in comence you know I reserve in the hotel sorry there's a mistake you have no room there's a big inconvenience or course serious failure for example I have a question here uh slides not move oh again uh let me stop sharing again thank you for that Ash breath I'm going to share [Music] again as I said before the connection I don't know if it's me or but it's very slow today very strange because connection usually is very fast is sure Shar in now can you see uh now ashra can you open your mic where we stopped the slides before can you hear me ashra I cannot hear okay okay so uh but the slides are moving now Maran uh yeah we are solution okay okay so uh the the the service course savior failure for example if you go to a hotel the core Services I need a room and a bath if the room is not there or the sheets are not clean you have a problem so the service en counter failure doesn't answer your you know your your require or the response or the competition you know you have another competitors close by you know better service and price ethical problems or involuntary switching so the solution for this uh let's say un this uh service failures redesign the process and the customer roles incorporate the right technology to help the the employees uh create a high performance customers so they are talking about you and encourage customers where the customer help other customers okay I going to skip that case it's going to be in your vle and this video is very funny video video I strongly recommend you to see is um this is the biggest bank worldwide and how they adapt the offer for every single country they are running their operations and it's more or exactly the same example as McDonald's from product perspective but not from Target or segment Market perspective okay any questions please let me know by the chat while I'm I'm jump into the next uh let's say uh slides or let me close the previous ones create no confusion here three questions no questions people okay I'm happy you uh be here because uh I know how hard it is but we still have 1 hour and I try to fulfill this model four and number five model to be sure that uh we are more or less on time at the end of the class today so what uh in this model what we see is um the how marketing affects the customer value and how strategic planning is Carri at the different level of the organization so this is more uh strategic perspective now uh look the strategy is important for the company we need to know as a company which are the values we provide to the market because if not we are not giving tools to the marketing to deliver the message and we are not giving tools to the operations make the process in the way that we want to transform that company and the society so we have to manage an Investment Portfolio we're assessing the market grow company and establish the strategy so marketing strategy to be developed is necessary to understand the organization strategic context and then defeat the marketing strategy already explained with the keywords before which are the four elements for the Strategic context first the Strategic context in the middle we have to understand what the Target customer wants and needs we need to understand what are we who are our competitor remember in the first very first slide I talk about two triangles the financial operation and marketing and inside the marketing another triangle which is competitors customers and our operations or our product and here is what we have this is the three strategic context that we have to understand from the Strategic uh context customer Target competitors and which are our cap capabilities and when we have this sold we have to understand the external environment is if we are running I don't know a legal product may work worldwide probably yes probably no probably there's a different legal systems or some countries where the legality is not working there so the the organization has to articulate this strategic Contex to uh performance in the market so before do anything we have to understand the vision mission and the values of the organization and goals and strategy and this is something I said from the very beginning and simple to understand and I repeat for the third time you can meet someone and you can connect but when you connect long time then you see if the values match to each other and this is very difficult and this is an essential part of the companies to understand who we are in this market and this is very important because there are those are the bases for the company exist long term companies who do not have Vision Vision or values they don't know who they are and for sure they are losing their where they are they are like blind in this market especially when they are growing and the organization becomes Global so the organizational strategy has to be focused on the vision the mission the values organizational goal and strategy and good mission statements especially the the big difference between vision and vision the vision is where what we want to achieve long term we want to be the the biggest Automotive uh choice or the the biggest C company worldwide sustainable this is the dream this is the long term this is the vision and the mission is what we do how we do and for who we do so three questions you have to answer by the mission how we do what we do for who we do and how we do three things so we have to limit in in a number of goals we have have to stretch in policies and values we have to define the competitive spheres longterm View and has to be sure memorable and manful for example uh I open the the the chat box and let me know if you know which companies I'm I'm talking here in the in this uh slide for example to be the company that best understand and satisfy the product service and self-fulfillment of woman globally what company is that without making copy paste in the Google let me know if you have any idea of this company not any Victoria Secrets No Makeup Company yes ahed uh Muhammad is in Arabic and and or or some others I don't know vs uh vs is uh Von no which is BS Muhammad okay Sephora good Hamed you know for your surprise this company is L'Oreal okay Victoria Secret Muhammad okay it's L'Oreal and if you put Victoria Secret if you put Sephora and if you put any other company related with woman fits so in my opinion this Vision ah doesn't say anything but let's go for the I'm not going to go for all of them but look for the last one our vision is to create a better everyday life for the many people we make this possible by offering a wide range of well-designed functional Home Furnishing products at process so low that as many people as possible be able to afford them look I didn't finish an ATA already mentioned Ikea exactly mad easy so you see in in a very few words they say what we do for who we do and how we do we do Furnishing products How We Do low price and for who we do for as many people as a for them so it's very important because that create the VES the value the the basic Stone of the company and if they stick to that vision and Mission the V that Vision they understand what they are for the future okay and always get back if they are losing their track for any reasons they can come back to this and understand who they are they go back to the basis and this is the long-term um perspective I mentioned just before this is another another example for example look at the first one use our pioner spirit to responsible deliver energy to the world what kind of company you think I'm talking to energy yeah it's not shell it's not arano you are close guys it's um uh konoko Phillips and why is that they are the first petroleum company in the world so makes sense they use the pioneering spirit Spirit good but you see again they have a lot of you know possibilities here um the second one is is amazing bringing the best the the Everyone We Touch by the best women the best product the best people and the best idea there's three polish we the hmark I mean you can add any company here and fits but look at the last one for example or the previous one it's our goal to be the M customer Centric company where customers can find and discover anything they may want to buy online easy huh exactly Amazon or uh Alibaba exactly every one of you mentioned so this uh statements are the basics to understand the strategy because this statements tells you from a strategic perspective what we want to do and that strategy is embeeded in all the organization from production or logistic production or or uh yes uh what the product is how we produce how we Finance how we pay this party and finally how we communicate this Superior value to the others to be sure that we have enough customers to survive long term important very important from the Strategic uh perspective point of view so let's continue some from the corporate perspective as you see you specify the vision the mission and the goals and then you go into the marketing strategy this is the corporate and the marketing and the marketing strategy is we have to you know select the markets determinate how to compete the selection of the marketing mix Implement an evaluation so there are strategy Sor strategy and tactical let's say so uh now I will pass this video it's a video who talk about the brand strategy it's very informative and give you some insights about the brand strategy and uh in the video mentioned for example that if the people talking to you for example if you don't know anything you say Google it or if you need to buy diapers you say Pampers this is the best for the companies you use them as the you know the reference in the market this is what this video talking about okay so from the marketing planning we have uh the strategic marketing analysis the goals and the action which is the analysis I just mentioned before which is the target which is the value the target market what are which are the things we have I have a question let me see uh okay you have the the video here uh already shared by Marian uh you have the market strategic marketing goals you know what what do you want to achieve and finally the Strategic marketing action um so competitors as I mentioned before is very important so who are them which are their strength and weaknesses which are their strategic goals which strategies they are following and how they likely to respond so uh can you tell me if you know what SWAT analysis is can you open your mic any of you and tell me what do you know about the SWAT analysis anyone s what analysis strength weakness opportunities and threats this is analysis like helping you like to analysis your competitor or like yourself to know what strategy and how you develop and like yourself and how to improve your activity exactly and uh let me ask you something is the the SWAT analysis uh divided in some way responsible for the company and outside the company yes okay can you can you tell us something about it inside the company who is responsible about this analysis yes in analysis usually is divided something which is internal and Company responsible with and some others are okay as R already mentioned the strength and weakness is internal and the opportunity and threats are external okay strength and weakness is an internal like especially for the marketing and sales department like and like the opportunity is like to see what is the market opportunity it RS also to see this is also sometimes can be by the finance sometimes you know what is the thre and like the threats and the risk they can be facing this is can be also internal and external exactly so it's it's important and I explain that in every single class because some of you are more it or financial and doesn't have this approach uh anyhow I can just explain very briefly the the strength if you are good in something is is this is the superior value you have so this Superior value is something is that is under your control it's better to have a very strength uh let's say list of things difficult to copy for example imagine you are engineer and you create a a code and something that is very difficult to uh let's say copy you can register and you can do something you cannot Passat but uh the best value you have is that engineer the person because the knowledge is with the person so it's very difficult to copy but if your strength is the biggest strength is the location you have in that street probably your competitor you know you have you may have big competitors probably they allocate their facilities in the same street and then you lose your strength and the weaknesses is the thing that you know that you are not good at so you have to uh improve that weaknesses that uh avoid the competitor competitors overpass you because of that weaknesses this is internal this is under responsibility something that you've been working that you can work in with and then you have the external which are the opportunity and threats opportunities is you know new markets are open or New Opportunities or I don't know Logistics are reduce the cost so we have an opportunity to increase our presence in you know abroad or the threats you know two companies my competitors are make a merge together so they are bigger than me and probably I will have problems and somehow I have to figure it out how to you know surpass that situation okay so I expect that is clear almost for all of you and it's very important for the marketing plan analysis that we're going to see on the model number six so the marketing action after you analyze the competitors perform the SWAT analysis which are the Strategic marketing goals then we have the marketing activities concern to appro to identificate the most appropriate W to achieve the goals when we have those this things set then we can uh mention or we can uh let's say um propose the goals and put into the plan and this plan has to be review depending of the companies and depending some of them every week some of them every 15 days monthly B monthly quarter every trimester year it depends of the company the product time I mean how much time requires to produce one product some companies produce 100,000 products a day and some companies produce one product every year for example imagine a ship so from a strategic marketing action we have to think about the marketing plans so the marketing plan is how we the positioning of our company are we highend or low end which are the strategies we design which are the the capabilities we have which is our competitive Advantage I mean our strength and this are together in this strategic Market action based on the marketing plan so the goal formulation has to be hierarchical you know we have objectives and some of the objectives are lower and some other are aspirational they have to be quantitative realistic and consistent during especially of over their years and there is an strategic marketing uh made by uh a person called um uh I I come on Michael Michael Porter sorry for that Michael Porter is a a guru of strategic uh marketing strategic approach and he proposed three different Journeys the PO the value chains the five forces and a strategy for follow with by Blue Ocean strategy I'm going to go for that you know timeline base this is the first one he proposed companies has primary activities you know you see here inbound operation and outbound is related with product sales and marketing is related with uh uh yes how we promote and communicate the superior value and the money came in and how we deliver the service and then we create a margin and some others are let's say and the services also include the financial and some others are support activities the human resource technology and the procurement the second one is the five forces and you going to understand that without an example imagine you are here in the middle so you have to be careful about the potential entrance the the threat of new entrance people can substitute you the threat of substitutes the baining of supplier and the baining of the customers imagine just for one second that you have a product very very very difficult to copy imagine there is a roow material that almost nonexist and you have a a good approach with this supplier to deliver a very good contract with the supplier to deliver the product and you uh transort that raw material in something that the word needs you you have a big Power probably you are the industry and if the supply if the potential new entrance is very difficult because as raw material is very difficult to find four potential entrance very difficult to find this raw material to produce exactly the same product so the threats of the neon trend is very low imagine now the substitutes if your product has no substitutes it's very difficult imagine that you have have I don't know imagine coffee you you have the best coffee and the only one coffee in the world and you know coffee is very difficult to find you have to have the farmer you have to have their location this location is yours so nobody can get the product from you and you are the only one so the new entrance is difficult and the substitutes you have some uh possibilities of substitution for example T exactly very good ashra for example T and then the ver gaining of the buyers very difficult because if you're not buying me you don't have this product available in the market I am the strongest position here and finally the supplier imagine just for one second This Land Is Not Yours this land you rent the land for someone someone can come and offer bigger price to the supplier and the gaining of this supplyer in this case is very big so you have to focus all your energy according to Porter here to avoid any bargain from the suppliers perspective now imagine that you have a coffee that everybody can buy and you are another one in the market so the the threat of new and trend is very big the threat of the buyer is also very big because if they don't buying from you they can buy from other you know companies the threat of the substitute is also High because you can have a te and the B the bargaining of the supplier is very low why because you're not not buy if I'm not buying from you I'm buying from another there is enough suppliers in the market you see the difference from one to another and this is approach made by Porter finally we have two different approach also made by order I hope that you can see let me see this is the explanation can you see the porter generic strategies people my slide is moving yes okay so Port generic strategies you can be the overall cost leadership remember the ryer you can set the lowest the lowest uh prices to attract the customer you can also as a company bu if differentiation you have a value ad that not too many companies has and then Focus the strategy when you have a very unique exclusive product there are very few competitors worldwide and this is a small Gap but the price of your product is is rocket High very high and then uh the blue and the red Ocean strategy I just going to explain that very briefly the red ocean is imagine you come out with a I don't know a new computer a new laptop there is a lot of lapt or or or or smartphone there's a lot of competitors in that sector so if you go to that path because you think you have some value you go into the red ocean you have to compete with the others to take some part of the market that um it's uh probably the price probably I don't know the the distribution something that you have to fight very hard to have a small amount of customers this is the red Ocean and the blue ocean is for example Nintendo as an example uh Nintendo before 20 2001 or 20 20 01 20 20 20 uh before that time there are uh you know uh some devices that you can play you know uh uh with um with u with this no not you have the consoles and you have the the the the remote control to play you know with the games in front of the computer or TV Nintendo came out with a something different it's also video games but they came out with uh with one uh con control that you can manage and play games you know like you are really play the games in the real life for example if you play tennis you have to you have to stand up and move your arms playing tennis against the TV and this is a completely new approach is in the same Market but in a completely different approach that is called the Blue Ocean strategy or C solel I don't know if you have the opportunity but circus is something that everybody knows you have the elephants you have the clowns and they have exactly the same idea but create a complete different experience so that is called the Blue Ocean strategy where you go into the mature sector with with another complete radical different way to make the approach and the customers it's more easy to find customer that way and finally the the two slides pull and push a strategy you as a company can create the push strategy to the customer so creating attractive price and promotion is very cheap to attract people or the pool strategy where you put a big price of the product for an exclusive uh product for exclusive customers so you create some kind of I want to be part of this uh group because it's very exclusive and also the scheming and penetration the scheming is de sign with Elevate price for a for a happy few a further collection value or VIP access or penetration low price strategy to block the competitors or uh especially in uh in a mature markets okay uh we have another cahoot here Marion but I would prefer to keep uh this cahoot because I want to move uh to to the next slid what do you think uh Marian sure Professor Victor you can go ahead and skip it okay can you tell me please uh ladies gentlemen if you have any question or something that you want to add or anything that is not clear for you H anyone no okay if that is the case we are moving uh right away to the model number five which I expect we finish uh in this uh hour uh in this 25 minutes to leave the model number six and part of number seven as I mentioned of the beginning of the class in the next uh when we came back in the short part of the after the big break we only have 40 minutes number six May fits there okay let's go to the brand uh creating a brand Equity you know brands have value I mentioned that example many times I don't know uh if you know how much uh Coca-Cola the value of Coca-Cola I don't know according to the to the market capitalization the whole assets I don't know if you have any idea how much is the value of Coca-Cola imagine that you have a lot of money and you want to buy Coca-Cola how much do you think Coca-Cola uh value how much is the price of this brand any idea tell me a number no one okay three billion well a little bit more 20 billion more a lot of more than 20 billion in fact according to some researchers the value of the Coca-Cola no it's too much it's around 20 billion this is the value of this company According to some research I made probably had met you look in the internet and this is the the the the ne the the latest value if any one of you look and Google let me tell you uh uh no asra this not only for the brand the 120 billion is something in between around 50 or 60 billion is the assets of the company assets means uh factories headquarter trucks bottles boxes Machinery everything they have the other 50 or 60 billion is just the brand is the name is a red B red background white colors uh letters 60 billion it's how that is possible how you can measure that well you have some tools to measure the this company value and there is a a Big Field I know some experts here in Barcelona who evaluate the companies for example you you can read in in the news you know this company's value for example H okay six 106 billion very close F thank you so much um for example um Mr Trump opened a a social media and according to certain people the value of this new uh social media it's I don't know I not remember if 10 billion or three billion or something like this and I was stunning I say how they can come with the value of new social media how they measure that because probably there are not billion of people in that social media uh how it's possible well they can project not only the customers you have now but they can project the future if this man has a lot of followers people that want to see him people that want to know the you know the the friends and the enemies to see his movements and so on so forth but many companies this is very well study need to know how much is the value my value in the market and some of the values based how much sales I have how much is the expectation of sales worldwide how much is my Heritage how much I build knowledge remember Coca-Cola yes Coca-Cola it's about uh spending something I according to my research if you have a new data I agree oh sorry um I appreciate it's around two billion every year so imagine how much money marketing they you spend makes sense yes probably because if you people uh ask to anybody I do that in many of the classes do you know Coca-Cola everybody knows you can drink or not but you know the brand and this is amazing because kids of four or five years old no Coca-Cola people 90 years old no Coca-Cola were white so imagine the penetration of the brand worldwide and they do different things for example I remember in China back in time uh they want to conquer that market and they are selling Coca-Cola Inland for two cents dollar they lose every time they say a can they lose money because the intention is conquer the market they I remember I see I read the case study uh they put in Inland uh people didn't buy and they discovered the Coca-Cola was hot and nobody drinks you know hot Coca-Cola the Coca-Cola has to be cold uh so they gave for free fridges to the stores to sell the coke they discovered that the electricity doesn't arrive there so the C the coke are is still hot so they put Electric electricity in that stores who the refrigerators and the product and the result is the China is one of the biggest Coca-Cola customers worldwide of course if you had 1.2 or 1.3 billion potential customers of course the numbers are there so as a company you have to guarantee using all the tools you have in your hand especially when you are big how you can be in the market long term and this you can quantify this value in the market not only for how many cans I sell how much is the you know the a beta and all the calculations but how much is the the potential selling in the future in long term okay so this is what we are talking about in this model what is brown equity and how we identify that so for the brand management process we have to identify and establish the brand positioning how my brand is recognized by the others uh some things that I heard in the past if we had a a very nice luxury uh product oriented brand it's good to having a second brand with less you know features or less value be careful about this because if you are here in this stop you have the explosivity and people buy because of the exclusivity having a low-end brand uh people doesn't like too much and probably you lose customer here more than win customers in the other side if you have a middle brand and you come out with something that you know more highend or a little bit low end is more acceptable by the people so brand position is very important for brand to understand how they have to allocate their uh let's say value in front of different markets planning and impen in the brand marketing you know this is something I already discussed how much money we have to invest in brand and how much is the recovering of the recognition in the market it's a long-term process how we measure and interpret the bar performance and this is something you may know based on the when you do specifical marketing actions imagine you uh according to the question you made before about the financial if you put money here today in brand after one year how much the how much we measure the brand how much people recognize the brand how much people are aware about the brand and then how we growing and sustainable the brand value so easily brand is a name terms sign cable design or a combination all L of them to identify the goods of the service from one seller or group of seller to differentiate from the competitors so the the brand name can be protected through registered trademarks manufacturer can be processed as product through patents and packaging can be producted through copyright and property designs uh it's good patent products tell me yes or no in the chat do you think patent a product is the best idea ever from the company perspective to protect their uh their knowledge in front of the market yeah or no what do you think patn is protecting usion rights okay yes but is good for the company what do you think well let me tell you my own example I try to bring this example you many times because uh as you say f is an investment and sometimes invest you may lose you may win in this company in the powers for food industry we create a machine in a 40 fft container uh we spend more than 12 million or 14 million EUR five years to develop uh new worldwide a disruptive product this product uh is a factoring fact that you allocate inside of facilities and you can move if you have problems in the country you can move your factory in 48 hours can be allocated in another city or another country imagine your raw material is moving from one country to the other and you can move in 48 hours imagine your customers you are close to your customer your customer decide to move the the the facilities in another place you can move so it's a very good solution a portable solution that gives advantages in front of the market especially from Especial from Logistics and time um um delivering time uh we patent the product and we patent the product just in Spain and no sorry in Europe was not cheap very expensive uh and after one two years of selling try to selling the product worldwide and being responsible of the global sales uh as a global sales director one of my team uh connect me with the leading in in Australia and the guy told me yes your product is incredible is amazing you know the technology you have but we found that your competitor in India has the same product for half of the price and I've been astonished and I say my competitor in India we don't have competitor there is a disruptive innovation Pat and in Europe nobody has this product and he say yes this is the the company and G he gave me the name and I made my research they have a exactly the same product but they change few things according to our patent of course they don't have the technology we have I mean I can sit down here and I can manage all the factories worldwide here in my table and see you know every single SEC second how my com how my factory Works worldwide this um Indian company doesn't have that technology set up yet and when I go into this uh their product I realize that they copy our product but change a few things my second question was how it's possible they can copy my product if you go to in the break time if you go to any product that you have in your house and you see the patent number put that patent number in Google if you put it what do you see is the draws of your pattern so everything is on the website and and the Indians the only thing they do they copy and they just you know create of course half of the price because they don't have to have many years as as making testing testing testing so pattern is good uh to protect your your legacy your knowledge but can be copy if you don't have the the the right path so we just thinking too much how we can do it because we want to patent every single Futures we add to that factory we decide not to continue at or patent any single thing we add because what we realize we after that we have version five of the same Factory so when people came to me and say Yes Indian people has the same Factory I say oh yes they have the same Factory we patented many years back now we are in the version number five this is the version number one so in that case people or customers May understand that is um uh fair you have a higher price because you have many different evolutions of the same product and more technology involv so patents I can have more examples about copyrights but the times flies by and probably have another example that we can share all together so branding is products and service with the power of the brand create a mental structur that help consumer organize the knowledge about the prodct and services in the way they clarify their decision making and in the process and provide values to the firm and the brand Equity is what I said before is the AL alue ad that you Endo it as a brand to the product and service which being reflected in the the way the customer think feel and act in respect of the brand exactly the same example as I say from Coca-Cola perspective so brands has a very Str strong advantages for example improve the perception of the the product performance you have greater loyalty less B avability to the competitive market crisis larger margins it's more in elastic responser consumer uh that's why big Brands not too many times have promotions uh more cooperation licensing opportunities and so on so forth I skip that video I um invite you to see I I I really like this uh this Richard Branson companies uh the the way they make the approach of the companies I like even if I have some person who knows him who says a marketing yes but you know the results are there and Virgin Atlantic is a very good example because back in 2003 they already have internet in the airplanes and internet has just join uh one or two years back so imagine how advanced was birging Atlantic for their as a brand uh and uh the different value from customer let's say preferences uh many ways to identify the equity models of the brand there are three of them I'm going to go only for the first one brand asset valuator this is a marketing research uh agency that made a survey of 500,000 different people in many different countries to understand which are the perceptions they have about the brands and they they discover that there are four different kind of perception energized differentiation this is the best the relevance oh they are good and they can be better steam well they don't know exactly if they go up or down and knowledge well you have to be sure that you are uh in the right path and not lose the track and here you have the result sorry this slide is from 2012 they have a new version of making this uh brand a performance in a different way but I I really like this one because gives you uh exactly the way how people think and act in front of the the brands on that time those brand has the leaderships they are strong irresistible on that time those Brands is the brand so imagine here we have companies that doesn't exist anymore Blackberry Almost Doesn't exist uh blackbuster disappear uh and some others uh most of them are here Kodak also disappear as a photography and now they are in another let's say uh business this companies has an issue momentum they can jump to irresistible or they can lose they are being unfocused some of them for example as uh too goes disappear uh Z Beyonds leadership uh Lenovo may stay here uh absolute probably goes Mo don't probably jump here Facebook are on Focus because you know with the eruption of uh Instagram and Tik Tok they are uh losing track even if they are belong to the same uh company uh the new Focus are companies that if they are not focus in a good way they are losing track and look where Red Bull us and now Red Bull is a b you know big time here and finally the companies that are declining they have to change they have to do something uh disruptive to be in the market or they going to disappear that is a time where American Airlines has a big trouble especially after the 11 September the 11 and so on so forth now they do this different in this way so they instead of asking the customers which are what do you think about this brand what they do is tell me about cars where do you think the the the cars are made and the quality and so on so forth so Germany the first Japan Italy Healthcare pharmaceutical Fashions so here you have the map of the countries where the people thinks where the products come from because usually sometimes we like to know where this product was made because in our mind as some of you said before Germany always do good things things well not always is a cliche but works well from from country perspective selling point all right this is a an example of at bodka sorry for the example I know that I am in some Islamic countries but I found this a very good example this this exactly it's an investment for okay Indian and chines copy everything well I I cannot judge on or either generalize a right but you know this countries uh are huge countries uh they have their own problems and probably for them they don't see any reason not to copy I'm going to give you an example like quite old already I remember when I've been very young you know a little bit more than teenager and I remember Chinese copy everywhere in fact in fairs when Chinese appear with their cameras people are closing the cameras or put uh you know uh towels or or curtains in front of the product they don't want CH Japanese copy because they copy everything and look where Chinese are today they based on that copies they improve and now they have better products especially Chinese in the past they copy everything with a really bad quality but let me tell you after uh Now Chinese can create a Spanish product is still with a lower price but that is changing because prices in in China are increased a flat in Shanghai is almost the same price as Barcelona so you cannot survive selling products you know one uh byproduct they have to increase the quality and having better margins so this is a New Zealand bodka apparently New Zealand New New Zealand thesee people are a knowledge each other by the 42 below probably 42 degrees below uh the bot is called 42 and the quantity of alcohol is 42 so this make a Resonance of every different things you know remember a brand is a sign sbol URL that all been connected and try to create a remembrance of the people so the elements of the brand can be uh names slogans characters sybols logos URL and so on so forth so please people be prepared for the next exercise it's going to take us the four minutes I'm going to do as fast as I can okay so tell me which are the names of the login of this company I'm loving it McDonald's no doubt when you care enough to send the very best it's very difficult not if you are not as old as me probably you cannot remember okay nobody this is Hallmark you know remember when you before the eruption of the internet we sell postal cards the most beautiful ones and Hallmark was the leader they have the best with have very nice approaches that's why they use that slogan before think different they use that slogan many years they change now think different you cannot remember yes Apple this is the the slogan of Apple something like like 15 years people impossible is nothing any idea this is the slogan used by ad no Adidas Adidas okay have it in your way no no Nike happen in your way H is not McDonald's but Burger King okay they are the ones who start making the the the delivering by cars in the best way and everybody copy melt in your mouth not in your hands of course it's chocolate which one M&M very good fies very good next one the happiest place on Earth no happiest place on Earth Disneyland yes very good Allah is the real thing is the real thing no no okay it's Coca-Cola the best a man can get and they still using the same slogan yes Coca-Cola the best man can get they use they are still using every day in every single adverti Gad very good Fates beta you can eat just one I bet you you can eat just one this is lace potatoes the ultimate driving machine they use that slogan I believe eight years BMW very good yes I have a BMW FIS also and drink it to believe it Pepsi very good FIS so you see I bring that examples because sometimes we cannot we can not recognize the companies because of their vision and Mission but because of the slogans we can make a match between them I know this 17 let me see how many uh we have uh five slides or eight slides I can go fast to finalize this model if you don't mind so we are sure that you know we start with the model number six if you don't mind okay all right Marian what do you think Fair Mariam oh yes sorry okay I would that and as fast as we can so Brands can be recognized for places where the the country of origin we saw before things events causes events for example uh Red Bull every single event is recognized by the Red Bull uh people you know the endorsers for example Nadal with Kia or another Brands alliances like McDonald's did with Disneyland with a Happy Meal already finished or some other companies so from internal branding we have to choose the right moment to express what we do and this is very difficult we know that when we work in a companies we sometimes are very frustrated because sometimes we don't know uh where the company goes or with the launch with the product so internal marketing is something that is more important than ever before so the internal marketing is also good to bring the brand alive for the employees so the ways to measure the brand Equity is the brand audits so for example consumer uh focus on the seral procedures and and uncover the source of the brand striking the brand the quantitative data from the customers how much I sell how much is the awareness the evaluation of the brand the financial value of the brand how much I have and the future and in the past based on the past this is the three ways to measure the brand equity and this is the most value Brands 2019 H I didn't bring the 2023 but uh amazingly those bber brands are not too different today oh well probably Nidia is will be here um Nidia and probably arano was here sometime someday last year but just for your information look at the companies here almost all of them are technology companies and they don't have too many years in the world but what astonished me the most is Coca-Cola they are here for more than 300 years and this sorry sorry two 20 20 or 30 years and that tonish me our company so old product coca you know uh Cola it's possible being you know in the top 10 companies worldwide always and I really believe not all not because of the product because they have a lot of competitors but the marketing actions they do they are very uh Advance with the marketing strategy and actions from technology perspective so finally uh how the the company is divided the the different products they have it's calling brand architecture and reflects the numbers of the product they have and distinct the firm uh the the product of the firm and they have three choices they can develop new brands elements for new products they can apply imagine uh I have a highend brand now lowend brand I can impl some existing uh Brands elements for you know different products I have or I can use a combination of new existing Brands elements for example brand line all the Coca-Cola products brand mix you know brand line sellers Toyota and Lexus is the same brand but you see Toyota is like a you know cool nice cool cheap car and they become with Lexus to compete in the highend segment makes sense brand extension also makes sense soon kin is a one of the biggest orange juice in United States and they become with a vitamin C tablets make sense uh sub brand a combination of new brand with existing one for example hery and they become with Hershey Kisses or Toyota Camry or parent brand existing Brands giving a bird ofation of super Brands and this is specifically for uni lever uh I don't know if you know that all those Brands belong to unil lever and this is part of the strategy nestl for example has a different strategy or Nest products almost all of them start with NES for example NES Cafe NE espresso uh the chocolates also are Nestle and nesque they have always and es to identify but uni L doesn't have the same approach probably because they want to have the brands independent from one to each other but those brands are very well recognized also we have a family Brands I bring the Richard Branson uh company they start with Virgin records and then they become money and the media then the trains that are trting then finally Galactic brand extensions when you have a several uh jogur lines for example denona or different choices for Coca-Cola and finally category extension we know very well Victor noza as a a Swiss knife and they come out with the watches with the luggages with the clothes and they close already some of those lines because it's not interesting for them you know from financial and brand perspective and some variants from retailer distributor and you can all license to product to other partners okay okay so the brand the roles of the brand portfolio is uh desire positioning cash cows you always bring money from that uh you know established products it's a low-end entry level a high-end Prestige as the example of Lexus this is another case study that you have in vle system I recommend you to read that Pampers case study this is a Proctor and gambler uh product and is a very very interesting approach how Pampers conquers the market uh and how Pampers become the adjective when you refer diapers worldwide okay with this we finish the model number five probably we will become with the uh cahoot uh please be prepared for this cahoot and let me uh see if it's feasible for us to apply in the next time when we come after one hour thank you for being here thank you so much Professor Victor so everyone we're going to be taking one hour break so we're going to be back in 1 hour meanwhile I will leave the survey Link in the chat bar for you to fill it up and send us the feedback see you after an hour thank you byebye e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e e hi everyone hello Professor Victor can okay Marian we have to skip the the cahoot of the previous model because I made my conclusions that we have uh we need that time for continuing uh at the course so um we I invite the students to um to go to that cahoot do by your own and if you want to show the results uh it will be a good idea for for me to know the advance and development of the concepts already uh saw during the during the day okay so um going to go directly for the model number six which is the Strategic marketing plan in this time what we're going to see it's a a short model in fact we're going to start probably the model number seven then if we have time we get back to the previous cahoot the Marion because I'm really interesting to see especially that one anyhow the Strategic marketing plan what is that that is a marketing plan is part of the business plan I don't know if you ever heard uh business plan but business plan is a a tool that you do a plan for every single Department of your company you do a financial plan marketing plan operations plan Human Resources plan all the plans involved and all together constitute the business plan and that business plan is related of the strategy of the company and where the company is uh located from the Strategic point of view so marketing plan is one of them and in this uh marketing plan the the idea is identify the market identify and attract the prospect converting them into the customer and retaining them so operates on two levels strategic and tactical uh remember the Strategic plan or the Strategic marketing was related from the Strategic IAL company perspective the vision the mission the values and the goals and you're going to see here part of the Tactical plan they are divided in two of them it has to be uh reached you know this is part of the science mentioned before and evaluated and it's important for setting the goals implement the strategy and of course measure the results based on the planning uh deploy and see which are the you know the the the considerations or the the changes we have to do um the decisions made by the intuition it's far away from the the Strategic and common sense it's very costly and that's why marketing plan er put in place all the pieces to have the better output so I'm going to go for the next three slides and the other slides is the explanation of this one so the first part it's uh the initial preparation is a structure the and the situation analysis and the market research so we need to understand which are the trends which is the reasons the market affect and which are those factors we have to find the ideal consumer usually there is an Spanish word usually used by all the research worldwide it's called the Persona who is your persona the Persona means the person and that person is your ideal customer you have to identify you have to understand you need to know your age his guts their salary the economical everything that you that resonates with your product from a strategic perspective too and understand which is your ideal customer so you have to find them from demographics size location what are the current product sales the potential vendors and the cost for the suppliers and the SWAT analysis the target market understand this Market Niche and position your company and finally your product how you describe their product and services which is the value proposition and then your competitors who are them which is their analysis which are the differentiate your product and services from the the competitor and then the mission statement Define your corporate vision mission and objectives priorities um this is uh sometimes also made by the strategy of the company but inbit from the marketing department as as part of the the strategy and then the Strategic method me methods uh the the messaging and the tag lines and the action plan how you promote your product is you know through advertising fairs uh online offline everything you need to know for promote your products which if it's offline ver shures Flyers press release depends of the market in some Market some offline tools uh are still feasible and interesting some others not some others already passed and there are new approaches from uh offline marketing how you use the salese and how you create a brand awareness and finally the pricing how much the price you allocate pricing the product you have different choices or you create the price of the product based on their cost and add the margin how much is my cost to produce and how much margin I pretend the other is based on the competitors imagine I pretend 30% by my my competitors who has more or less uh the same product and present in the market they only allocate 20% so I have to consider or I allocate the price based on the demand the consumers so the consumers uh uh wants to pay less or more based on their uh demands and the and the value provide to them so the budget is something that the the the our colleague the C CFO asking before how much budget I have to allocate and how how will be the outcomes or which are the outcomes we are expecting from this uh money allocated I already explained you have to determine which are the strategies brand awareness or product awareness or sales is you know traffic you need to know which are the the strategy from marketing and which are the objectives short medium and long term to allocate the money properly and do the evaluations accordingly then you can determine the the the low cost but you have to be very careful being uh fighting for a low cost uh strategy sometimes doesn't work properly there are always someone which are less costly than you and then the marketing goals which are the the goals you expected you can have uh goals daily weekly monthly and attending the network functions and also the monitor the results the measure from marketing strategy trct the sales visitors and so on so forth so now what do you see here are the 10 elements we consider are the ones you have to take care for a marketing plan so business description what is your company All About This marketting research already explained the pricing analysis profiling of the customer and the competitive analysis and then the marketing goals and objectives the strategy methods which is the the the the channels the budget and the measures you know to allocate the if you see the marketing goals are set properly or you have to do changes all right so I'm go one by one very quickly describe the Mission Vision corporate and strategic intent the long-term objective profit roid and then the organization which are your key personal overview the chart pricing overview the second one is the marketing analysis quantitative and qualitative statistics this is part of the signs and qualitative is part of the art which are the key uses collecting from the data for example or what do you see from uh let's say qualitative perspective from what for example com competitors doing and then they identify the target markets your ideal customer profile what influences on time price and services which is the buyer confidence competitive analysis perception to Our Brands how we measure it and then the criteria by the SWAT analysis and this SW analysis is already explained you have to consider the the internal and external which are the things you have to be care of and which others you have to strength the most and which one the opportunities you can take advantage based on your strengths then the prices analysis as I mentioned before I have two questions sorry didn't hello Professor slide no move okay again so stop sharing and now can you see my slides yes uh can you see my slides maram it's moving now uh yes we can okay sorry for that I go fast back to this is what we saw describe the business the point one the point two is about uh the the research analysis qualitative and quantitative and the uh Market uh research includes the SWAT analysis explained and now we are in the pricing okay so from the pricing you need to know what is the the pricing allocated for the product is the cost I mean how much is the cost and the profits uh the manufactur your product the consider the break even point in this part it's important to know when you achieve that based on the number of unit you sell or the price you allocate which is the amount needed to be profitable the amount with the customers willing to pay and this is very important sometimes with a side 30% is a good starting point or very good point but sometimes customers expect to pay I don't know 60% more it depends especially in artisanal uh things made by hand uh customers sometimes are be able to pay much more than we expect and I have a personal with my family business in the past we are Aral um fabricants of you know sofas and so on so forth and some people pay 120% profit because they want to have our products and some others of course not and which are the competitor charging B based on the what I mentioned just before then the customer profiling we need to know which is the current customers their habits uh when they shop what they read what they listen is important to know prospecting H the not reaching how we can reach them the the quality of our customers how they select how they purchase when and how the availability or the affordability uh how attract more customers and the quality of the prospects you bring and this is important thing I I know a company here in Barcelona who is in the real estate business and they made a very good marketing action but sometimes leads are not interesting because it's not a qualify Lads so qualify Lads sometimes it's challenging but they very interesting tools in the market to analyze them for example not only the CRM mentioned in the class but also some other basic t as LinkedIn you can qualify Lads in that way the competitive analysis uh the is very important to know them if you can visit the location the website of course and which are the strategies they they follow if you are in their social media what kind of a strategy if they have a crisis how they manage uh which are the major competitors and the product they have which are the strength and the weaknesses you can be a shadow customer for example to know if they treat you and how they treat you so you can improve your processes from the marketing mix perspective or they they have or they they knew or improve the product you know disruptive or augmented Innovation if they enter in the new markets which are the news they release which other the value competitor offer to their customers so you can add some other values and uh the products different from your competitor and this is very important point I'll was mentioned as a value ad and this value ad is important for the customers understand that buying from you not from the other creates better let's say satisfaction process the marketing goals uh you know usually you use the smart specific measureable attainable relevant and timely and based on the goals and the objectives so if the marketing D direction is aligned with the company overall direction and strategy and the objectives has to be measurable and the companies are looking for those measures to you know very common use the capis the key performance indicators to know how the things are moving forwards stable or backwards uh sorry uh uh well the marketing mixes already uh mentioned before and I got for that the for that uh slide and the marketing strategies so the goal for example remember the example of olive oil 10% of the customer the next 12 months uh change the color of the packaging more more attracting yes no why so from the seven piece we have to allocate a percentage of the communication tool from marketing perspective so if your value ad is more from I don't know uh placement so you focus more on placement Starbucks example or if the product is more let's say um the most uh incredible product in the market based on the design future um technology of course you not mention too much the price because price is not interesting you have to pay for the best products and so on so forth so we have the marketing methods which is the channels we can go for the retail directly to the customers the wholesale the distributor uh printed mail or social media or telemarketing by phone as is still working I know companies uh in England for example have a a branch here in Barcelona they have a big big success and they only works with the ventor capitals the only way to reach them is through phone calls code calls and the success is amazing amazing this is one of the richest men in England by the way the internet marketing you know internet marketing I call the internet and all the social media the Salesforce it's important to align with the marketing department based on the value the marketing try to provide to the customers and how this value is attached or achieved with through the customers based on the comments uh they have so that information is important to align all the strategy backwards advertisement and of course the networking trade shows industry PR events and so on so forth and the marketing budget um it's important to allocate the the amount of money uh for this department in fact today with the eruption of social media is very difficult task to know if the amount of money you using marketing is uh enough or not or we have to allocate more there's always a fight uh what they have to see is the result uh you need money tell me which is the strategy you follow which are the steps you will do which are the measures you will follow to be sure that we are aligned with the go goals and objectives and then you I give you more money if not let's do a reflection but sometimes there a fish that try to eat their tail you know always in circles uh but sooner let's say six months one year depends of the product on industry you have to see results if not uh marketing team is on the on the Radder and uh avoiding that situations looking for an expert advisor or another team uh there's marketing um uh budget it's uh important to sell during the year it has to be uh connected with the strategy and this marketing uh we have to Define as I mentioned before the marketing goals and the strategy based on measurable results this smart just mentioned before um okay and the success measurements uh sales how much product that we sell uh return of investment how much profit we receive website how many people are you know clicking on our website web page it's uh uh how many conversions we have um how many request additional information you know create the funeral how many become leads and how many of them are qualified to be became a new customers customer satisfaction are your customers satisfied with your products they have loyalty are there repeat customers and finally the phone calls or presentations how many how many calls you have to do or presentations or uh fairs or events you have to attend every week every month every quar how many they take lead to the customers okay so with this we have the steps uh one by one that we have to follow from the marketing plan perspective Okay so do you have any questions no well if not I pass directly to the model number seven okay which is starting or the basis for um the the the the social media uh approach let me just go back again sorry for that again I don't know if this is internet connection or something but today too slow sorry for that there okay okay can you see uh the the mark the slide of uh model number seven all of you yes yes okay perfect uh Marin be prepare here as soon as we get back for the next break from the previous cahoot I need to know the the the answers of that previous cood so uh let's go Professor are you going to give us your presentation uh what kind of presentation Divine are you going to give us that your presentation the the all the presentations you mean Divine yes uh I yes sir I mean those slides yeah those slides are all of them are in uh in the vle system I don't know if you are new students but as soon as you have your registration you're going to have access of everything all the slides you have record of this class so you have everything to repeat over and over again okay no okay thank you you're welcome all right any other question please do not hesitate to ask me social media foundations now we go we see during the whole day uh the process we follow from understand the basics of marketing and which are the steps we have to consider from the Strategic and then from tactical perspective we finalized that with a marketing plan which is a document that we have to write it down all the purposes from strategic and tax to see the measures and realize if we achieve the goals now this is another layer of uh let's say marketing which is part of the strategy you as a company basically all the companies worldwide today has to have online presence there are still some that are not interesting because you know of their business model but uh more than probably 95 or 90% of the companies worldwide are using some kind of online approach for awareness for Branding for and it's also interesting but social media is something that it depends also of the target market if the target market is more b2c industrial probably sometimes make no sense be in I don't know Tik Tok or Instagram but there are so so many industrial companies um very old very new that are launch projects or programs or campaigns in Instagram just as a brand awareness or they hire an expert as um as a as a as a lead leader in their area to talk about different products so it's about recognition it's about presence in places that you don't even think that you can be there if you are not online so the social media foundations is a basic approach Roo of how the social media was being involved in the last years look there is a source uh I took the 2020 and the results are here and I took uh from the worldwide this was changed in the last uh three years because this is 2020 but you still have the 2024 is not available yet they only 2023 but you give you a briefly idea you have here the source you can go there you can ask worldwide and then you have different countries where you may know which are the different uh let's say um approaches for the people when they use social media and it's a very interesting tool to know if you pretend to sell online which is the size of your market and how much money people spend and how you can position in that market in the first place so we are more or less 7 billion people or more than 7 billion the Orban ation the penetration of unique mobile users today is probably more probably 75% we are the internet users probably now is also 65 or something like this and the Activa media users it's more than 49 per uh now I took one country Saudi Arabia just as an example they are uh in 2020 32 million people 93% are internet users as p percentage of the population so probably 28 million more than uh the 15% it's the annual growth of the internet user so if this is 50% every year uh they almost reach uh 89 98% and the average day time they spend using internet almost eight hours every day but how they use internet so in the internet they look videos 97% they watch blogs 54% on that time they listen music 71% they listen online radio station 43 and they listen po podcast 56 but if we scroll down a little bit more what kind of web pages online for example they look the most or the web pages they visit google.com is the the leader 13 minutes a lot of monthly tra but where people spend more time in Saudi Arabia according to the source it's YouTube 25 minutes so if you have a company and you need to have a online presence especially from uh social media or online itself it's good idea having a video in YouTube talking about you because the time people spend there is too much and hit the monthly traffic almost the same amount as google.com Facebook is also interesting not as big as the previous ones but 14 minutes in Facebook probably makes sense to create a campaign especially if the product is oriented to Aller people I mean uh 45 Plus for example google. comsa has less uh time visit but enough monthly traffic so probably that google.com will be be connective as an strategy uh in Google um CEO or cem I'm going to explain that later um as as a part of your strategy in in internet then we have the Twitter and today X the WhatsApp I I realize WhatsApp is a um strongest or very strong tool in Saudi Arabia not only for communicate to each other but for commercial here in in in Spain especially uh nobody use uh WhatsApp for commercial purposes this is something like people reject uh we use WhatsApp more for personal users and then you have others Yahoo leave.com Netflix that website probably changed recently but the tendance is probably more or less the same so what do we have we have at the beginning web 1.0 and now we have Web 2.0 and before what we have is just an information tool people launch websites and those websites are only for tell you I'm here if you need me just call me uh they don't at the beginning they are not interesting of having uh your data they don't need to know your web pay your your email nothing that comes in 2.0 in 2.0 people are talking more online the conversations about ID aent Rand people but especially uh in this this 2.0 people or the companies expect that if you need information give me your data I don't know how old are you but I I probably you remember uh 15 or 18 years back when you need any product or any information for a company I remember they ask you you know where you live your phone number uh your email everything they don't know what to do do with this data that becomes later but at the beginning they just asking you to find the ways to reach you somehow because probably they have a big Excel sheets and they have limited people and some of them are talking by phone some of them by email some of them by you know sending a postal card okay so uh from from 1.0 as I mentioned before is just information read from internet so the first stages where Link at web page and a l and an informational portter Web 2.0 it's imagine that the figures here at the beginning we have 100,000 websites in Web 2.0 we have 100 million websites and that's become in a very short period of time probably from 10 years from the first to the other or less and you we use this platform to connect more and having more generating content so uh we have 50 million years in one 1.0 and in 2.0 we have 1 billion today we have uh 6.5 billion users internet uh internet users so example of Web 2.0 was YouTube Wiki flicker Facebook and so on but 3.0 arrives and now 4.0 with the eruption of artificial intelligence and 3.0 look at the at the figures we have 1 million now we have 1 billion websites but now we have even more we websites in web in 4.0 and now we are not just con uh talking with others we co-create things we want to be part of the story of you know what happened in the world and the companies realized that this is an important tool to co-create products and a strategy for the customers so customers may talk about you know creating products in that color or that size or that price or in that market is interesting for them and the companies are paying attention to this and with this eruption of 3.0 and connection with the 4.0 some examples are Netflix for example using the data and with this data applying artificial intelligence knows what are the people looking for so as a Netflix let's say owner what I need to know is the the people who has an idea the producers come to me and tell me which is your idea well I have an interesting series about you know fiction that you know create soci science fiction that creates a really nice you know approach to the and probably the owner say you know what your story is really nice but it doesn't fit with our customers we need to create something which is social fiction but we have to add some kind of uh love or love history or other kind of actions that create something that my public is looking for because every time you say I like this story when I when you see a serious it depends how quick you see the serious how uh how far you go when you see that serious they create a more serious related and recommends you I have a friend working in Netflix I've been with him two years back in in in San Francisco back time and I asked him which is the strategy and on that time he said well they start to cap sharing the codes because we know we are losing there's a leak of money everywhere you share the code with the other so you can you can use my account that is already almost CAU and the other thing is we want to approach more to our customers delivering the best uh tailor made programs or series for them and they say wow interesting so you use artificial intelligence we talked about artificial intelligence two years before with my Institution and this this is an Alum KN for our institution and he say yes the only problem we have he said is uh when you look at the Netflix you don't do you you never well you almost never see alone you see with your family with your friends so allocate the proper content for you is very difficult for Netflix so they are trying to see how they can event for all the people who are in the same R room looking at the same I don't know movie or serious so artificial intelligence would give you another layer of knowledge based on the information they manage for example uh the CH GPT the company behind uh they receive at the first round investors uh 500 500 million yes 5 yeah 500 million the second round they received two billion dollar and in the third round one and a half year back or no no sorry three years back $ 12 billion so imagine what you can do with 12 billion and now they are receiving more and more money because I don't know if you know but uh search GPT is also in the market and will compete with the with the Google uh let's say Monopoly today so artific artificial intelligence is something is a tool uh we use to improve our let's say processes uh there there is going to change the words somehow because made the things more faster uh but behind the tool there is always a mind who has to concern or to divide the what is uh reality what it's ethic is not ethics okay so Netflix is a good example of web 3.0 going to web 4.0 so I believe that it's time for a break uh um maram or we still have time we still have four minutes four minutes okay so as part of digital marketing we have the traditional and and the digital imagine now I put this digital but you know with the AAL reality which is something that um that for example uh meta is working big time how can create virtual words with a you know Google with a Apple lens costly the cost is $3,500 it doesn't work properly in outside United States but it's promising and I think this is going to go where the word goes so the digital will comes part of our words not in 20 years not in 10 but I believe in more no more than five years uh traditional marketing and digital marketing I'm not going to go for this but uh you can imagine how will be not only what do we have but the things that we expect for the future Especial with the eruption of the artificial intelligence I just mentioned before so I'm going to spend a three more minutes explain that slide look some ways of do digital marketing social media Facebook Twitter website of blogs this is wordpress.com is where 60% of the web pages in the world are made with this tool and this tool is important for the companies made the the web page with this tool because this tool talks perfectly with Google so uh if you've been connected this WordPress your web page with Google you can be positioned better in the in the search engine so you have also multimedia advertisement as uh YouTube or online search engine engine advertisement some of you already know which is the CEO and the cem you see here is CM as CEO this is search engine optimization and the semem is searching engine marketing let me explain both of them when you have uh for example a web page imagine you sell computers and you set laptops so your web page has to mention laptops computer laptops everywhere in your homepage and different landing pages about us my products you know some stories you know media and so on so forth that words are what the companies called keywords so if you want to be one of the first in the Google search engine you have to have that words everywhere because that words in Google have a cost so imagine I allocate 1,000 and every person looking for computer uh laptops if you appear especially in the first page because if you are in the in the page number three four five or 10 nobody look at you so you have to be in the first pages and this is some kind of optimization to be there you put this 1,000 and imagine you deliver your product only I don't know in Riad in Saudi Arabia and here in Barcelona I'm looking computer laptops and if the appears in R I disappear from I'm going to your web page oh oh no this is in R I need I look something in Barcelona so I have to refine my my search so if I get into your web page based on that keywords imagine that keywords cost 1 and you give 1,000 your amount of money reduce 1 so now you have 99 999 so it's reduced every time every person goes into your web page that is what we call search engine marketing it's a a tool to be allocated in the first position positions and that takes a little bit of time and investment to appear in the first page as soon as people knows you and knows your brand they are looking for your brand name imagine the brand name is Victor Alves so people looking Victor Alves company and appears immediately that is called search engine optimization you don't have to pay for that you've been there because people recognize you as a brand so easily you be there and if people click there you increase your label in front of Google tools so you don't have to pay but if you want to be always in the top you always has to do the two things s the the the CEO recognition and you have to spend money in uh search engine optim marketing okay so we have also email marketing and interactive marketing apps any question please let me know and I will answer so Marion as soon as we came back I want you to do the the the previous cahoot and then we're going to go for the the the part of this models we have enough time in this hour to finalize when we came back okay thank you thank you so much everyone we're going to be back in 15 minutes okay thank you e e e e e e e e e e e e e e e e welcome back everyone e e e welcome back everyone I need to take the link from the chat bar for the activity e um Omar in regards to what the cah because you will not be able to see the questions onto your screen so you just have to see the screen that I'm sharing for the options as well as for the questions and you have to answer in as a player so do let me know if that's what you're refering to please anyone else having the same difficulty with cahoot I'll give everyone two more minutes to join in while the others are also returning from the break sure I'll share the pin as well as the link one more time so the pin is 28824 five so that's the pin just a minute for everyone's reference I'm just sharing the screen one more minute everyone one more time the game pin is 288 245 the game rules will be exactly the same that we were announced during your first activity all right so I'll just do one thing is that I would like to go ahead and proceed because I don't want to take so much of Professor Victor's time with this activity so I will go ahead and proceed with this activity but obviously you do have the pin as well as the game Link in the chat bar so you can just kindly go ahead and use that and you can join us in between as well so moving forward I'll go ahead and start so this activity is is taken from the previous modules so it is from module five and it has 10 questions and question number one is onto your screen the correct answer for this question was option b on the scoreboard we can see that om is taking the lead followed by AZ Ahmed and Jamal moving towards question number two the correct qu answer to this question was option C you can see Omar is taking the lead followed by Forest AED aad and Ahmed okay Omar is saying he cannot see the the answers as I mentioned Omar you have to see the questions as well as the options on the screen that I'm sharing that is from Zoom so the only thing that you will be seeing as a student would be the four different colors of boxes that's all and you just have to read the question as well as the options onto the zombie screen and then you just have to okay you cannot select the answer I'm not sure why is it is that happening does anyone else is having the same issue okay let Us's just proceed so this is your question number three the correct answer to this question was option b we have a taking the lead followed by Omar ATA forest and aad moving towards question number four the correct answer for this question was option D Faris is taking the lead followed by a zad BS and Jamal moving towards question number five the correct answer for this question was option A is that is taking the lead followed by Yad BS Omar and farest moving towards question number six the correct answer to this question was option A we have BS taking the lead followed by azed Faris Yad and Omar question number seven the correct answer to this question was true we have PS taking the lead AED is behind Yad and Omar and Faris question number eight the correct answer to this question was false we have PS yet leading followed by Omar Faris Muhammad and AED moving towards question number nine correct answer to this question was false we have a taking the lead followed by BS Omar Faris and Muhammad this will be the last question the correct answer to this question was true moving toward itss the scoreboard or to the podium we have Muhammad on third position the second position is taken by Omar and the first position is taken by yeah congratulations for the runner UPS we also have a Ramy and a BS so that was your second cahoot thank you so much Marian and thank you for your participation share with me Marian that cahoot and Omar uh if there's a problem with the devices remember we have to work with different devices in one of them you see the questions and the other one is the answer if you have problems to answer the question when you press don't worry do by your own and if you want to share with me privately here on the chat or through the WhatsApp to Marian it's just information for me nothing else I need to know how is the process you know connected with you so you can do in a paper and show it with and show with me privately Marian you know just to know okay okay ladies and gentlemen we continue with the model uh number seven okay let me see this is the number seven perfectly perfect just one second okay here we were okay we were here here and let me open the chat okay any question you have please interrupt me anytime time you uh you desire so basically now and especially with eruption where artificial intelligence uh marketing will change big time uh there is a very interesting book talking about the the next seven uh technological things will happen with us not in 20 years but in two five seven and 10 years and one of them is related of the tailor made products for our customers and do an example imagine you're walking in the in a mall and you're using a you know Apple glasses and suddenly you stop in a in a in a pharmacy for example and you look for a cram against the wrinkles um you have many different brands for uh for you know different products against wrinkles uh the interesting things is the the the information you provide uh for example you can give your DNA and that uh information based on the products you have in this virtual reality imagine this is I don't know uh some important person selling to you that that cream for example Messi or you know football is or sports or presidents or whatever and they you can see if that cream connects perfectly with your DNA so you will know in advance if that product will work for you or not this is just an example not far away for what happened in the world today especially again with the aor and virtual reality and the artificial intelligence in that sense the the information we are allowed to provide and you know here in Europe we have a lot of regulations about the Privacy which is very difficult with this you know interconnected word especially for example face meta received a big fine recently because European Union wants the servers of Facebook or meta being here in Europe for the European people and Mr zuberg say no no no our servers are in another place in the United States so we said well if you have that information outside of the European Union you probably are against of the um privacy and this is you know Norm by law so the discussion is there they they gave him a fine I don't know if it's 100 million and the discussion is there so uh depends of the information you provide the information you receive and also they have for example uh another approaches from longevity I mean people are can can leave older time more time and there's a companies as you know probably been informed that there are people who invest big time and how we uh preserve more time especially with good health you know not 150 years in a bat but 150 years walking or thinking so there are very for example transportations also it's included in that book everything uh connected in that way so from marketing perspective the tailor made uh information just for you and for nobody else will be lead the marketing approach Communications so if you see that slide and in two years that slide is it's like a prehistoric slide because interrupting marketing is you know when you receive an email from someone selling something I still receive emails from someone selling me product I hate that but I'm still receiving even I block them I all receive at least I don't know 20 emails every single day I don't know what happened but yes so this interrupts me and I'm not interesting I never asked for that kind of information the inbound marketing it's another approach and it's uh I'm in LinkedIn certified when I received the course five years back one of the biggest approach was you have to be soft approach you have you have to be sure that if you uh connect with the lead and then you have to qualify them and qualify them is not sending an offer immediately as your request for connection this is the worst you can do if I don't know for to if I don't know you for nothing and as soon as you request my connection and I say yes and I receive a a sales offer it's uh quite not nice because you don't even know me but if you do different approaches and there are some strategies according to inbound marketing that you can approach to that person make comments about you know what the things are interesting you can share information with him without you know just for free just for knowledge and you create some kind of reputation and then you can qualify the leads in a very easy way so this is an a more let's say activity for uh offline people so an inbound marketing as we saw before we also have a funeral we attract people by remember the CEO cem already mentioned by blog social media sites or mobile optimization the idea here is make them visit your you know your different sources you have then this conversion is called to action already explained before but I reinforc the idea when you design this online tools it's not always only to sell this is the probably the final propose but probably you have some steps in between more brand awareness more information reputation you know information from your customers things that you need to uh identify the needs and probably of the customers and then create the proper product to fulfill that need asign wants landing page optimization already explain that visitors can convert in leads so you email optimization through the CRM synchronization you lead scoring you know how much the leads are day by day which is the sales alert basically you do sales alert and you personalize email web social nurturing if those leads become a customers you need to know the feedback why they like you or dislikes you which are the things we can improve and email and web social engagement then the most important thing is make them promoters from your strangers uh according to the research if I sell myself as the best teacher probably myself probably only have 19% success uh 19% success but if somebody sells me I increase that rate till 55 to 65% depending of the first Syer stances so having promoters of your brand besides you is the best way you you know approach to the market there are some stats uh look at for social media the collective online Communication channel dedicated to Community Based input interaction content sharing and collaboration so how you can do that well I already mentioned websites applications like for micro blogging social networking social bookmarket coration wakings there are so many things outside that we take advantage which are sorry um what do you think is an important uh important for your business you must look in Saudi Arabia platform already mentioned how YouTube is the most used social media in in in in Saudi Arabia WhatsApp is the second one I've been traveling many years to Saudi Arabia I've been in Spanish how you communicate through WhatsApp everything something I just me mentioned before here is impossible nobody give you any commercial offer by WhatsApp this is very so much personal let's say Instagram also it's a a tool used a lot in 2020 in Saudi Arabia Twitter Snapchat today X and so on so forth so look how the Arabians the the population of Saudi Arabian using the social media and how they spend the money uh three 383 billion in fashion 458 million in electronics food 115 million applian is 250 million hobbies 487 million and traveling 9, 64 in digital music and 322 in video games so imagine if you have this information before launching the prod and you have a very good social media strategy how will be the impact in this market if you know this uh cons this uh information if you uh some of you may asking me well from this fashion and Beauty which are the brands they buy the most well there is some uh payable information that you can go for the the brands selling this quantity and then you see you can qualify which of the brands compete with you in some of the products okay this is another uh let's say um approach of the social media look for example Pinterest Pinterest is uh quite old not too many people are there but if you see 68% of the users are female and 32 are male which are the largest opportunities here Deco babies wedding fashion and recipes something that the ladies are more interesting on and look this is Pinterest where photographies are more important important than for example test I realize there is a personal not research but my personal opinion about what I see in my surroundings ladies are more uh interesting about pictures or videos especially pictures when and I see when the my friends show pictures to my boy friends I mean my my friends J male friends uh they say uh uh well they are not showing too much interes in but when the male show images to the ladies they are always take the attention so big impact Pinterest on this uh let's say gender Twitter I don't have the the the information here for the gender use but I believe that Twitter is more following by the males than females uh today ex the Facebook is one of the larger opportunities communication with consumers everybody knows Instagrams also have a lot of pictures uh and also Google uh plus is uh uh cancel in April 2021 or 2022 because according to the web page they are not uh reaching enough customers even if they have 400 million active users so it's not bad but they are not satisfied with their results and then LinkedIn LinkedIn today has uh 600 million that uh information it's already 5 years old but you see more or less how the social media are moving and I have probably to uh surpass Google and put Tik Tok which is big success especially for the youngers timeline base look we have Facebook in the P public open to 20 2006 uh less than 20 years and look at the market capitalization uh every single year in the last 10 years or eight years probably one of the top two top three and of course when you are big corporation uh they call you you you have a satellites and usually you absorve those satellites so they both Instagram they bot uh every company they see create Shadows on them they buy and increase their customer base for example as you know they vot WhatsApp and the price uh pay by by WhatsApp was 19 billion dollars and for um for example um um LinkedIn was bought by Microsoft by $27 billion do those amounts are huge and the idea behind LinkedIn for example if you consider is the best CRM in the world why because the company doesn't have to upload or does doesn't have to uh uh actualize the the profiles every one of us actualize our profiles because we are selling somehow remember this is a personal selling that you know LinkedIn Works us uh help us from professional perspective well this the timeline to see which are the companies exist and some of them doesn't exist anymore and the others which are not here 2015 imagine how the words involved on that time potential proposes well the marketing social media is uh help us to find interest people what people is talking about provide of course information talk to them and the most important ladies and gentlemen listen to them smarter companies create some kind of I I don't know discussion in their tools because I can control the communication as a company between me and you but I cannot control between you and your network but I can hear what you say about me so the smarter companies or the organized company from social media they have a lot of uh layers to understand what the people are talking about me and this is very important because I can they somehow can co-create products that I get back to my operations if I be able based on my value proposal create and then the deliver to the market finally so as a media Social Media communication proposes customer service reputation management sales lead generation advertising and market research from communication we use the two weights communication a realtime broadcast channel and the business can use the channel to communicate Al of course with the public and the social media is highly effectiv effective effective uh and the is immediate the information is you know you you send and receive in one shot the communication manager also uh build communities uh I don't know if some of you are fans of companies and you follow everything scen and you mention things about the company new product release or events or something they consider you as a loyal customer and sometimes they retribute somehow giving you know in advance information or give you samples about the products we have because we know that you're talking about us in a way that happened much before now with the with the with the YouTubers or the ticktockers or instagrammers they have now channels to perform but I believe that those ticktockers or YouTubers will follow will lose somehow the path because people are some of them has followers that doesn't exist that everybody knows and some of them are not interesting anymore or lose Crea it lose um uh credibility in front of the others so if you create uh fans you have a you feel that you have a stake on the brand and the organization just not participate but leading the conversations sending messages to D fans and receiving the feedback support customer Service uh social media is a customer service Channel people Express uh and expect that the business respond their requires immediately they don't like uh unresolved issues so they tend to solve the problem as fast as they can and sometimes customer assist assist each other reputation manag sorry through the combination of the social media or mention of individual are only a quick search way and a positive or negative remember the diesel gate with wagon I I really believe that do byan will suffer big time but they didn't suffer too much they of course have a a big impact or their renes because they have to rearrange all the cars but they have a very good result so far in the last in the last years so but my point is they uh react fast from the company perspective effective they fire all the big directors responsible for that actions they take care about every single car and they pay fees or fines to the governments and also to the people who bought the cars in a way that you know their credibility is there and also in social media so the the manage the reputation they monitoring the customers who say identifies proactively and communicates and their getting their side of the story out so for advertisement and awareness there is audience though there is advertisement social media is accessible for big and small advertisers so everyone in one shot worldwide and appealing to advertising because you have a reach demographic and psychographic targeting opportunities of course and the time spent by people in social media by the way those time is also already crowded and probably you are in Social Med media and you notice sometimes that you're losing two hours 3 hours in social media and at the end you don't know how the time pass by because you know with the artificial intelligence and the things you like or dislikes the fit it's increasing the possibilities of making you or being you connected and you been connected by two hours or three hours imagine one hour and a half every day companies cannot be connected with you longterm only if you see this company every single day or very frequently companies know that spend money in this tool and you know you have again an overwhelmed situation that is difficult for you take the decision uh well this is an example of advertisement and awareness and then you can generates leads and uh of course sales so you a layer of s commercial transaction can enrich the experience of online consumers how especially with the boat bots and the Bots now with artificial intelligence there's a real time accurate answers and the social leader on up shine uh shopping experience and also that creates data a lot of data quantitative and qualitative so it's good to process to understand where this data demographic and preference base with the information about the market sitze and the people like or dislike and and co-create products or services and help to attract mentions and sentiments for the companies or for the brands and using the information feedback like online focus groups okay and this is an example of Insider research based on one um um uh one um one action in uh Facebook to see how uh this campaign works in the basketball educational level in many different universities okay any questions so far any of you no sure nothing nothing to add on people expert in Social in uh in sales or people which are related in business development anything to add no okay in this case we go for the next two uh slides or models and one of them is related with a social media plan you're going to see here what do we have is uh steps to create a social media plan and uh which are some of them uh basically uh copy the Strategic plan mentioned on the model number six but it's interesting you to know which are some of the difference some of the basics are exactly the same social social media plan it's a a summary it's a a guideline for everything you plan and Achieve for using the social networks this has to compromise an out aits where your accounts are today the goals where you want to be in the near Futures and tools you want to get used in the future so uh the steps we follow for this uh plan it's the goals you want to achieve the audit where you are this is a picture of where we are today which is the strategy content that we want to upload to reinforce our message as a from a strategic perspective as a company or uh messages that we want to uh be sure connected with our Target people the analytics you know the data you get out and the uh adjust and improvements if we are not getting the goals as we expected Maran I have a question for you it's too noisy for you my background because I hear so much noise outside let me know I no we we can't hear the background noise from your is okay okay there are some kids you know fighting there you know playing and there's so much noise I hear here okay so which are the goals well the first thing uh stepping social media is the the goals you want to achieve and I as I said before which is the achievement of this goal it's uh create brand awareness if that you need to know how many impacts you have on your web page how much much people know about your brand and that could be measured it's a more long-term process so ideally as I said before if you have a new company it's better allocate less resources in branding and more resources in the product and during the time you have to have an equilibrium between both when you have a company very well recognized with a product very well established in mature markets it's better talking about only your brand and sometimes about your product but this is a very long process if you are a company that it's existing many years in the market in mature markets and your online presence is not too uh too is quite new you have to be very careful I remember when I've been working as a director of this food Machinery uh producers here in Spain and I have a bit discussion that that was in 20 11 or 2012 and I say hey our sector is not in the social media and I receive an answer for one of the big boss uh saying look Victor who and producer food machine needs to be in the web page or having social media do you have an idea if they are using this or not I'm looking at the person I say of course today not but the words go to that path so it's better take advantage as as a first and they didn't realize that they say no no no no way the world is not going to go for that path for the industrial sector you see all the companies from the industrial sector has you know not only web page but Al some of them are already in Tik Tok for example so everything sales but you have to have a common sense and you have to be sure from a strategic perspective that you achieve that you want as an objective and goals so uh the goals have no mean of gagging success or and having Return of the invest if it's not uh uh related with um with the brand awareness and is more related with the uh product selling how are the approach how much money we spend there and how much money we recover as return of investment and this is measurable in especially in social media black and white sent by send there are many different ways to um to understand how much the return of investment happened and of course the goal has to be smart me specific measurable attainable relevant and time bound the audit well if you have a a social media you need to know where you are ER as a company there's you need to know the the how you're present the social media is I I remember been working in a company and they are very active in many different fairs it's also industrial active in many different fairs and many different uh let's say uh events but when I I went to their web page the the the last event was in one year and a half back so I mentioned to the to the you know the the department uh sorry sorry so I mentioned to the department why you didn't mention anything we do in the last year here and they say to me we have no time for this my my final question was well if you don't show where we were nobody knows what we do or you know they people expect that you are active if you are not active in in this social media especially because it's an immediate uh answer that you need to receive H as a customer you people may lose you and go to your competitors so it's very good to know where you are today and specifically you have to compare with your competitors what my competitors are doing where are the social media they are which are the uh the the things they are doing social media which are the channels they use in that platforms so we know if we compete in the same level for the same product on the same Target and of course to do the Benchmark of your competitors which are are they use are they using ads what type of content is more uh remember the brands has personality it's they are more funny way they are they are a kind of a a tone that you use when you talk with your customer base on the company values and what type of photo videos and so on so forth and you can have to do a chart so you see every single day what they do and make your own analysis where you are so try to understand the potential customer remember the Persona name the Persona name again is the ideal customer you find in the on the in the market so it's very important for the marketing department understand the mark the Persona the Persona itself B2B or b2c because that Persona gives you the opportunity to understand what the things are moving the potential customer and convert that need that lead or that qualified lead into a customer so uh the potential customer and what social media they use what are they into Mobile or not what like of content they do like and then uh if you are not sure what information you get most engagement and for inspiration look at the others on you in the industry sharing the social media listen listening how they are distinguish yourself from competitors and the prospect but they may me missing so they are suggesting inspiration for Content marketing look at the unbounded company or virgin social media customer service use Tangerine or wary Parker so you can see you know how are their approach rbnb and America Red Cross for social media advertisements Facebook strategy Coca-Cola or Walmart Twitter or X strategy Oro Instagram look at the others in your sector and see you know examples how they do the things and then the content strategy once you finished your social media audit then you have to design your your presence which are the networks meet B the the the social media goals if you already have a social media profiles or network you're focus on building on the ground but greater goals and audience in mind if you don't have if you have an existing account it's time to update and the update that's why the social media managers has a lot of work there has to be a team because the information related sometime is too big to manage only by especially one person and then they create the social media uh when you have the essential the social media you have uh you have a marketing plan and includeed marketing plan as as a a guideline compromised strategy cation and editorial the calendar so you have to to answer the question what type of content you intend to promote how often which is your target audience is already identified clearly black and white who will create the content is the manager in social media they have a team enough for having the content every single day and how you promote this content and there's where the the budget and the money comes comes uh in the in the show so this is a type of calendar well in next we're going to uh upload in the day one on Monday information and this is a photo we have a uh um uh information about uh SE when game on point uh another photo at 11 at at 16 hours Facebook 6 o'clock 11 in Instagram Twitter why those uh timelines because is where the people look you at the most so probably on that time if you do a campaigns are more expens expensive than the others it depends of your target market it depends of your purpose as again if it's brand awareness or product selling and so on so forth an analytics so the social media analytics this is a a dashboard gave you by any uh information deliver and social media how much viewers you have if you create your home your your own home page web page you have Google analytics in this Google analytics you have a lot of information about uh your uh your Target customers they you may know if they come for the first time if they spend much time I mean time enough to read your information what kind of home and landing page which is the geographical area the city and almost the town where they are looking so you can optimize the information in that time about your company so you see all the information in One dashboard and take the decisions B on that campaigns and finally the adjust and improve uh you can adjust what happened based on the strategy you follow and the content you provide base also on the uh competitors you have the numbers of the clicks for example using URL shorteners orm codes using host s social media analytics to track the Success track the web pages by Google analytics already mentioned okay so now we have the last cahoot of today and because we have time I I invite you to to show and and be part of this uh final cahoot and then we go to the final uh uh model which is the shest one and we go for the the final assignment uh let's say information but we have a tutorial session in two weeks I believe Maran and in that tutorial session i g to give you more details Insight okay probably we finish a little bit earlier today Maran all right so everyone we're going to be doing cahoot for the module eight so let me go ahead and share the screen with everyone I'll give everyone two minutes to join in and I'll share the link in the chat bar so the pin is 182 055 e one more minute everyone so for those of you who are not able to parci ipate you can just write your answers in the chat bar so at the end of the day you can see how many of you how many of the questions you have got right okay or maybe you can just count it and you can let us know how many did you got right all right so I'll go ahead and proceed for those of you who are still trying to access you do have the code as well as the link in the chat bar so you can join us in between this module also has 10 question questions and question number one is onto your screen the correct answer answer for this question was option C on the scoreboard we can see om is taking the lead followed by Ahmed Faris Allah and Ashraf moving toward question number two the correct answer to this question was false on the scoreboard Omar is taking the lead followed by fares Allah bad and khid moving toward its question number three the correct answer to this question was option b we have all taking the lead followed by macius Omar forest and vidad moving towards question number four the correct answer to this question was option C we have the same results as previously moving towards question number five the correct answer to this question was option D we have Al leading followed by Omar forest viad and macius moving towards question question number six the correct answer to this question was true we have all leading followed by Omar macius khed and Ma moving towards question number seven the correct answer to this question was false we have aling followed by Omar khid macius and Ma question number eight the correct answer to this question was option b we have Omar taking the lead followed by allaha forest viad and solid moving toward its question number nine the correct answer to this question was option D we have the same results as previously moving to what's the last question question number 10 the correct answer to this question was true moving towards the podium so on third we have Forest the second position is taken by Allah and the first position is taken by Omar congratulations we also have two runner ups vidad and holid great great thank you for your participation and H for the time you spent here uh today uh we're going to go for the last Model um I don't know if you have any questions or anything you want to add or something before it continues to the very fast last module any questions yes you have a question askra or or not yes I have one question related to uh related to the big or the good uh text books or books marketing and a resource from where we can learn more or after this course we get more information be online with the media from where we can get more information we have one PDF in the website in LMS learning and I don't know which book this one is mention one two like five chapters it's taken from one book but I don't know from which work okay and uh so what's your recommendation yes Phil it cut uh has uh Cutler and kellerer those are gurus in marketing many years they know very well how structure the the the strategy marketing strategy there are uh very good books also about talking about web web 4.0 uh and how this disruption from artificial intelligence lead the market you know in the future but it depends of uh what do you want to know if it's more strategic more related what the company strategy and how deliver the messages from marketing strategic and tactical probably Philip cut and ker fulfill the needs if it's more related with digital media there's a lot of uh information uh one of them is I cannot remember the name of the authors but the web 4.0 is a very interesting one and also in the Cutler and Keller or I think Keller is not anymore with Cutler in the last years so probably they have another um in the in the last book because they made an update of that book every year H they start you know the first edition was probably 22 years back so every single year they update the book with a new trend in marketing worldwide and included of course the digital market so I think it's a very good starting point for the people who needs to know more about uh uh let's say strategic marketing and then another books from the U digital marketing and social media and there are another books uh in a different paths one of them is a customer consumer Behavior there is I I taught courses in consumer Behavior here there's a complete biblography which is very well connected by with psychologists and there's another line in a in a very deeply and long tail let's say um The Branding books so how you build The Branding how the brand has to be uh the objective to be achievable by the company in front of the customers how to create that there is a lot of research about this but again as an starting point I would recommend tell and CER and Keller uh so you will have a lot of information that book has a lot of uh references some of them are books and some of there are uh papers if you are interesting more on research papers okay okay and any other question people or any other concerns or comments that you want to share with us in the in the chat or in the in the uh let's say in the my Bo yes we have one in the chat let me see not yet okay FIS okay let me go for the final model uh this is very very short it's only uh 10 uh oh no 18 and 18 okay ah because something happened okay let me just okay here so uh social media uh strategy in social media uh some of the the consideration we saw remember the foundations then we see the social media plan and now the strategy think about it a complete empty social media channel with you mentioning the merits of your business to an empty room and pretending someone is listening this can actually be more damaging to your brand that not having social media account at all think about it it's very important that the social media as you know this immediate War has to be always on always updated always with the latest information be sure if you create a social media strategy you allocate enough resources to be there at least middle term middle I mean middle term if not you create a big damage of your company the example is the company I just mentioned before I've been an outed that company and they are working in this industrial sector for more than 45 years with somehow success and they are struggling because one competitor they they put their Factory close by so they are in the same let's say neighborhood and they are suffer somehow one of the first thing I mentioned just before is the the social media even if they have team they are very you know oldfashioned not accurate even if the the the art is there and really nice art the content was not updated and the people you know notice that immediately imagine in that set ESP every machine of that company cost no less than 500,000 so as a customer even if you are B2B you pretend to see something so if you don't have a very well Dimension the your uh online presence not only website and you know all the tools already mentioned YouTube and so on so forth but the social media make no sense so it's better having nothing and you justify the nothing with you know presence in the fairs or in events or PR or so on so forth but having this with no information not good idea so honestly is this account that you recommend or you follow are the spots or thing that you potentially share with the others if not then you can really expect having your channel to grow so the social media you can create brand awareness already mentioned you get feedback and Survey of your audience and you can also has a lot of Rich data by looking at how social media is performing for instance which title are getting tick the most often so in that sense you have information and this the quantitative data that allocate better information about your product and your company in front of the customers and then the influencer market to get in touch with the influencers but I already mentioned that was a very good idea probably for four five years back today there are so many influencers even though some of them are specialist in the in the companies or in the areas or in the sector you are working with consider them consider the approach and you know the CET they have some of them are very expensive some other are not too expensive and very well accurated especially the ones who has the better information the ones who inform accurate information so using influencer marketing sometimes is not possible just for a couple of over or thousand overnight the contact management uh using sites like you know Google+ now but you know you have many others Facebook and Linkedin to categorize and organize your contacts you can use in-house team Communications social network project management application you Le and C the direct sales that not work for all the business of course and in case your service can be improved by the experience of using your business so setting up the consistency of presence according your accounts feels professional and impress the users and help them to remember your business when you use different channels they like continuous experience so people are fitting with information and you being part of the reference in the in this sector or in the area so multiple accounts you know remember the first video of this course today the social media channel and how you cross the marketing channel how you use the social media in a way that are not overload the people so not create confusion among them uh in terms of the status update the X the tweets you provide value by letting people know about the industry inspiring down discounts providing entertainment or talking about Lifestyles that give your product or service some kind of emotional Hood already mentioned in the videos or if your company using a less footprint you know a real one not you know many companies and this is something uh Norm by the European Union uh they are coming out with a law that the companies cannot make green washing you know they say I'm I'm I'm green but they are not really green they are using some part of the text take out of the context and try to cheat people so so you can create emotional and you know sustainable uh way to uh create a better world for everyone so for example Fitness you're talking about the trials in the gene or B2B business tips with the pictures you know accordingly articles BL blogs and post is the best way to create your own content blog but this is also something that you need to be sure that you're going to have long term especially with chat GPT is very easy to create a really nice blogs with a very good content with a real accurate information actually worldwide and this can keep the people engaged with your brand while at the same time string your Authority and building trust so you can demonstrate yourself be an expert so people looking you intentionally and to get your opinion and this is very good not only as a blogger but also in LinkedIn this is one of the best way for you create credibility and convert especially in b2v leads into uh um qualify them and then customers so Hand handling a media crisis I just uh mention here that for example in in Google uh there is a big discussion online years back probably three or four years uh there's companies that sometimes receive bad comments and those bad commments are not made by customers sometimes it's made by uh the company competitors and when you try to talk with Google to take out that comment because it's not real it's take a long process so uh we have to be careful how to answer every single message especially the ones who go against your company or your product so the social media you as a company has to have a social media uh crisis uh process to be sure that is corrected and not having ant ra problem so you have to create a plan and this is very important to having this plan in place so you need to how do you respond H and you have to be ahead of time because you know the immed this immediate word creates some information that spread very quickly and create a big damage to your company in fact I have an student five years back in Riyad and he expressed public the problems he has because some of the comments he didn't have a a social uh a social media crisis plan in place and he suffer a lot from their sales perspective so the customers are um the the center of this crisis or how to create that center of the crisis you have to talk directly to the customers and stakeholder and the only one source useful links are to update the information for example take the responsibility even if you are not the one to blame remember as a company if you are a service you are the face of the company if I have problem even if I blame on you I'm not it's not personal it's because of your company behind and you don't have to take that personally so even if you are not one of the blame take the responsibility share the statement statement and the original platform and not spread information everywhere and if the the information is spread you have to have also a plan in place and have a reputable sourcing within your company so as the head of social media brand manager and speak on behalf of your brand it's never been personal is the brand that suffers the consequences and you're talking behind the brand and there's is three of six examples I find in an internet for example Dy there is an fashion company they are using photos uh with without with a um with rights so the photographer ask to you know you have to pay the fee because you cannot do this they offer 100,000 to IMCA uh for compensation and repon as a as apology uh the the store in Bangkok didn't know how why they use that photo they didn't know that they have a property so they donate 25,000 to m YCA which is a organization help the poor people so photographer accept the honest mistake uh YMCA has been uh advantage or having the beneficial of that uh let's say donation and the ceny become more credibility in front of the customer Burger King is another example the account was hacked by other person and change from McDonald's to to Burger King to McDonald's so it becomes to talk about McDonald's on that time the users increased 30% 30,000 new uh followers so the Burger King take back the control of the account and the result was they have a 30 new, followers and the hmb it's a entertainment retailer they fire some people they didn't know that the they have access to the corporate x account and one member of the staff take the advantage of making you know Mass execution of employers who loves the brand and creates a big damage to the brand they have to you know set up a social media plant crisis to explain why those people has to be you know outside of the company probably because of the crisis or some other uh let's say um uh over uh over people or more people that they need in the company based on the cost Financial perspective okay with this we finish the course I have not more uh insights about the the the what what I'm saying uh what I want to explain to you Paris say not yet I don't know what do you think about uh you say not yet I don't understand what what is this not yet but anyhow uh okay if you allow me Bon the professor first of all okay I just wanted to ask about uh some Source resources uh for B2B marketing to be specific in my line of business uh or the market of supply chain Logistics service provider is fragmented so in order to be you know uh uh to rise among the competitors usually you tend to go as in a price War which is not a good you know approach in some instances or most of instances so I would like to have some kind of resource or even your feedback what is the best way or the best strategy in order to uh you know um uh compete with your competitors in terms of being a premium service provider uh you know provide some kind of unique services or let's say uh an endtoend Solutions something of that sort that I can understand or I can position my my business as a unique service provider within this industry okay what kind of industry is that uh Logistics and supply chain basically we handle the supply chain as a 4pl or a 5pl for some companies and at the same time we provide the logistics platform for them whether a platform which is in heavy asset or a light asset platform for example for the supply chain we manage the uh resource of the raw material delivery up to their manufacturing plant or warehouse and using our own assets or third party assets to do the logistics for that so basically that what we do uh we are targeting only the B2B uh and and another question for you uh what are the things the companies complain the most is the price is the flexibility is the the time you deliver the service is the technology It's a combination of every point you mention okay but mainly mainly the the the one that stand out is usually the price because everyone wants to make a margin you know it's a B2B so it's like a markup uh business yeah yeah yeah yeah it's and going to the price war is always ends to the you know to the Grave because exactly there's always someone who you know bid your price and this is not interesting my my recommendation because I have this situation in my professional life in in many different ways from service and product deliver uh you I don't know if your uh supply chain company has something uh different from the others I mean if it's the technology if it's the the the time respon BS if it's the the anything that you have to as a company which is the volume do you have that answer for me yes we have certain I would say competencies I would say uh Beyond other which one is the first two for example the first two is the um uh understanding of the uh government regulations and processes we have a deep understanding for that being the first operator of bonded and free zones in Saudi Arabia okay that that that that's a value that we have the second is that we have a well connected Network within the GCC now we compete we compete with the local however we we are unable to compete with the global players oh because they are Global anyway so we tend to be to work as their suppliers so here comes the catch where we have to compete for pricing in order to get room with these Global players so it's not uh in my opinion having a good connections I know it's very important everywhere especially in Saudi Arabia and uh know the regulation is something that someone sooner or later may know so those advantages are not difficult let's say from my opinion perspective to surpass the you have to think as a company which other strands you have difficult to copy with and and if you base all your messages in that strength sorry if you uh compete in that volume that Superior volume something which is your big as a strength then you can discuss the price and the price is more easy to talk that way let because you say look I can reduce the price but you cannot find this kind of strength in the market or is very difficult to find if this if this trend is the the network or the regulation fine for me so focus on that and then talking about the price because if your first approach is talking about price it's very difficult because everyone is coming you know and reduce the price and the cost and making you know the same profit making the the price getting lower yeah I I have one point also if you allow me who is Faris okay yeah this ashra I I have one point advice for my for our colleague here uh for the first you are just go as a sales manager so my recommendation for you to make a past change you have only the price to go little bit than your competitor during this time let us speak about one year try to work in one uh competitor Advantage like response response for your customer this is really I I I say in many business response Fast Response blight response how you respond to the customer it's make difference this is how you differentiate between you and your competitor yes and later later increase your price again yeah increase but it's slowly one by one one in this case you get some more market share and enhance your service when your competitor try to go down your price again he the customer he will not feel he gets the same the same service he will he will believe he take a cheaper service without quality without the same level of quality yeah this is very important because from operation perspective you have probably four four different points one of them is time base how fast you respond the second is the flexibility how flexible you are when for the customer demands the third one is the product how but you have a service here how accurate is the process of your service and finally the last one is uh price flexibility ah I cannot remember the last one I will I will coming back for this so you have to differentiate in one point that because Network and regulations is something that sooner than later some of your employees may leave the company and you know take the network or take the regulations know the regulations of course for the companies that coming from abroad bigger Capital Market or bigger let's say revenues is more difficult for them to understand the local market but this this uh uh and something goes to the ends so something you have to offer different from the others it's time base you are the faster so create the process to deliver the information or the the the service faster than the others and this is that's why Amazon you know has this success it's not because you can find anything it's because it comes to your house in two hours and you know today the worst is more let's say focus on the immediately I need something right now and in this case Amazon has a big success is a difficult answer because I need to know more the you can contact me through Linkedin and we can have a conversation and give you more ideas how I have some experts in my field uh with a supply chain and you can use agile methodologies and those aile methodologies can help you out to time base and you know be more faster for example thank you very much that answers the question thank you much professor and thank you ashra for your input okay thank you are sitting in Saudi Arabia your company in Saudi Arabia yes we can communicate later okay thank you sure no problem thank you okay great aad mentioned an industry Machinery Factory and the managing director assigned new tasks to the sales manager to design an action a strategic plan how we can expand and gain more market share from a lowcost competitor especially that this competitors sometime using not complain way to secure the projects okay good question yet um and this is this is a sector I more or less know which is the the advantage of your company are you going into the red Ocean or you are you have something that is not very well attached in the market this is the first thing you have remember the value which is the value of your your product you have uh uh um you said new industrial Machinery Factory and manag the man to the okay so you don't have a new product this product you want to say something F okay please ask ask ask ra turn off your mic so what what I recommend is What Makes You Different probably you are in this industrial sector many years why the people buy from you that information is data and this data is the science I just mentioned from the very beginning this information is important to know if your customers buy from you because of your price because of your service because of your product because there are are this has been a because and this because is the one that you have to improve proof in the company because it's the the thing you know the best and you have no extra cost you don't have to reinvent something you use the same knowledge you have but you invest more time and money in the thing you know and make this process more efficiently so in that sense you have more tools more value to sell to the customers and if the compet is a low cost you can you cannot blame the competitors but you can mention the values compare with your competitor in front of your customer imagine your competitor doesn't have the same I don't know technology that that technology is one of the reason the the people buy from you and you have to to support your price because of your technology you don't mention the competitors your customer is not stupid he knows that the technology you have and you provide is much better than the other but you have to understand the needs of that customer because with if without technology the customer fulfill their needs and wants then you have nothing to do because the lowcost company will take the customer from you but if the technology this is an example in this case is important for your customer do a open questions invite and take him out from this comfort zone and do you know open question if you already have some relations with him uh some relations with them not as a a business development but the customers that you already have try to understand from them what makes you strong in front of them and try to adapt the communication and all the sales the strategy based on this this will be my recommendation the plan H has to be stting that point which is the value remember the vision the mission the steps I mentioned just at the beginning of this course and goes into the model number six try to follow this steps which is the plan we have to design based on the value we have because this value is the value that I have to sell to the word as a mantra every single time every single place I go and if something is better in my company that I add on my previous value proposal so increase the value for the potential customer okay right so if there's no more other considerations and if you have any please connect me through Linkedin we can set a video conference or a phone call and we talk a little bit about the ideas I had okay so help you out is a part of this uh let's say passion of you know delivering knowledge or opinions to the other yes FIS you're welcome thank you for the confidence to ask me that kind of question that I know is very important for you people I'm going for the the model of the the final um let's say um um the the the the ah the assignment you have to do okay so I want to go very briefly very quickly I know that you are tired but I want just to go in a in a surface because you're going to have two weeks to see that understand and we discuss in more detail in two weeks from now okay so computer is sharing give me just one second it's very slowly now it's sharing finally it's it's true uh I don't know why the computer is so slow today I don't if my computer again sorry for that okay so you have two things one thing let me uh open here is the final assign presentation and I'm going to go to explain open here okay sorry no here okay can you see my screen if yes uh let me know by the chat or I will continue because I okay so this is the final presentation uh presentation slides and uh what do you have to uh think about it there is a general instruction the content plagarism references appendices confidentiality work count making grades passing criteria assignment introduction final assignment question marking rubric so the P the final presentation is going to be individually has to submit uh online through egcm LMS and the presentation has the final assignment must include the cover page of your list name student ID number page sequentially and publish material refer the most properly referenc however referencing and you have a video how to reference that the date is 30 days from today and the waiting is 80% of the total ass assessment okay so the general instruction just 30 days uploading in GCM uh the Declaration is something that you do personally please uh I mean I understand that you are here because you want to learn you can do that with many different online tools but make no sense if you want to learn and apply to your professional life this is my recommendation plagerism is something that we are not allowed it's a includeed declaration that you submit the words and if we detect uh plageris under uh 20% uh it's uh it's going to have a a problem okay so ensure that it's under 20% is cheating some one else Works using some other's work without a knowledge of the references so anytime you do using the copy information on any Source including the guide the books newspaper internet user another P person's concept ideas and summarize and how to avoid ensure that you're using plagarism using reference of another person ideas included statistics paragraph the N others right on the spoke tell us where the sour is coming from and you can referencing Harvard referencing system it's very simple you put the surname of the person the year and then the title many other things you know at addition Pages uh you have in your vlsm system uh a video how to properly reference the appendices you can include tables graph diagrams G chart anything you think is interesting for uh increase the the awareness or the knowledge of your work or reinforce some kind of information you need to uh let's say appointed out and then the confidentiality this information is not going to use for nobody else except for the academic Department to understand if you understand every single process so um we're going to talk later the how which is the information you have to add the word count policy uh there are three questions divided in another three so in total you have uh six qu nine questions and the margin and you have some kind of amount of words that you have to accomplish you can use 10% more or less that those uh those words confidentiality already mentioned before marking grades well we have a marking uh structure and the format is available also in LMS agcm so please follow follow the rabic and understand how we're going to make the grading I going to give you later uh the more information about it so the Cur the students are not be able to pass the course if they attain an overall pricing grade of 40 or less than 30 grades on the final assignment so be sure that you have more than 50% and score the minimum of 50% of the final assignment assignment introduction this is uh probably the the first part of the assign assignment the background the reports provide an a briefl background information uh as a report uh detail the company not being sh including here the objective of this uh report and finally the scope which are the ideas you want to cover the how the report how the report is organized and your plan to consider heading ups and uh another subheadings so the final assignment questions you can use your your employing context so sometimes creates confusion here uh it's a a word who has uh pages and and you know you can use your own company so it's easier for you to understand the marketing the strategy perspective or you can use another company organization which is familiar for you based on their assignment however in the in case that we are not able to do please use the following scenario you as a senior manager leading the marketing department of organization your team is responsible for identify and delivering the marketing plan that supports organizational activity objectives so you can use your own organization it's very private if it's create some let's say um problems ER ethical or information that you are not sure that you can share with others on only with the academic Department you can use another company related or the scenario just mentioned before so in that case um this is the three uh questions look when I read you're going to have so much confusion I'm going to let you explain in one shot there are three question the first question is very general the second question is about your unit and the third question is about your product so you have to develop somehow three marketing plans the organization the the the the groups of products and finally for a product which is for example the question made by one of you I have an organization working in industrial sector probably is related with the second the second task so you can use that task to develop the marketing plan so the question is critically evaluate the range of marketing tool techniques and principles you you have an Elm system uh information that gives you um uh I mean paper that give you information about tool techniques and principle that deploy deploy and support General organization strategy exploring marketing on orientation will value here some technique impact the marketing planning so the organization are increasing deploying Marketing Concept in many functional areas and simping fashion to benefit the organization when you read that you don't know how what to do it but when you read the paper and you understand which are the tools techniques and principles make more sense based on your company your professional let's say uh activities today and what we saw in class the second one is determine how marketing methodologies and approach cont contributes to our marketing planning which diverse organization this tag was blended with number one with 1.1 detail the companies of the plan you know the 10 steps consider your organizational context as a complex ensure that this components are Parts having sufficient to address the complexity imagine that you are going to a place where I don't know uh political system is not stable so it's is a complex and you have to be sure that this plan fits in your organizational goals so think about the risk assessment which are the the plan B and methodology of your choice a contingency plan and identify the risk if you have it and project approach may be considered implementation and identification action and contingencies if we cannot do that what we can do as a plan b or c the second question is review your work in research 1. three further critically analyzing the sectional components of the marketing plan the parts so evaluate the critical section of the plan those that make greater contribution to the whole towards meeting established strategic marketing objectives of your company okay so you analyze different steps and analyze which one are more critical than the others and review the 2.2 the higher risk sections of the marketing plan and justify the appropriate strategies and tactic to reduce keep or check of design all together the appropriate scenario risk assessment techniques then can justif five un interrogated and strongly advised here and the 2.3 for the second task is develop a marketing plan again you see the first one is a marketing plan of the company but this plan is more a plan for um more uh uh Landing more let's say smaller than the bigger the bigger is the stry and this one is more the part of a strategy and more tactical so avoiding duplication supporting the ruction and burdening assessment and finally then pre is marketing plan again but in your specifical area with your responsibility imagine that you work in a pharmaceutical company and you're having I don't know 10 different products against cancer and you are responsible by two of them so what they asking here is give me the marketing plan of the whole company give me the marketing plan Landing a little bit more with this uh products of the 10 products of the cancer and now with the pro two product of your responsibility so ensure the process in order to approval your organization develop the approach or approaches that commitment with your buy the people buy your plan and even mean your your budget and so on so forth making an engagement loyalty and the social ethics of your plan is valid here remember it's very important to retain commandment of the duration of the plan Med short medium long term to satisfy the stakeholder during the plan Life future learning from your plan is also valid here inclusion for the planning reviews and finally the marketing plan is build monitoring and C so when you develop the marketing plan you have to have the monitoring and you have to have a plan B in your organization based on the culture size scope and activities of the lever operation okay so I know that and then the conclusion uh stating the mend context assignment again follow with by brief summary and final command often considering for the future I know when you read this for the first time is difficult to understand but you have two weeks to see we have in LMS uh another uh let's say uh Works made by by us in the past so you can see examples and then you will understand better all right finally this is the the making rric the summary It's Five Points uh sorry the executive summary included everything the assignment uh introduction is also Five Points three of them has to include all of this the next one is the the the questions let me see if change the page okay the question is 10 Points each of them the 1.2 1.3 t 10 points so all that questions is uh nine points allocated and finally we have uh the conclusions another five the har a reference 10 and the formatting please people use the same use the same size letter the header the future the footer the page numbering something that it's normal to say unlogical but sometimes we forget and we don't we cannot remember who is the person who reading that word so sometimes we doesn't care all right so this is it uh I have no other comments about it we get back to this uh information um uh in the in the near future in two weeks from now and you have a lot of information in LMS so you can compare you can see you know everything is on it but I'm more than available for you and I am more than happy to you know attend any question you may have through Linkedin through maram through you know all the tools you have in front of you thank you so much Professor wictor so everyone just take uh bear with me for a couple of minutes I just want to give you the final instruction especially for our new students normally this thing is done by Dr yanos but he was not able to join right now so I will be doing on his behalf all right so I hope the survey has been done the link was already shared but if you have not done it it will also be available tomorrow on Google classroom and obviously I will also be sharing it on WhatsApp for everyone to fill it up and send us the feedback now obviously spy this question would be directed towards the new students so if you have yet not logged in into your egm LMS learning management system kindly do do so and obviously the credentials were already provided to you upon enrollment but if you still face any difficulty in logging in finally do reach out to me on Whatsapp or on my email and I will be the one who will be assisting you and now obviously the LMS uh the course access is also been given to you on your learning management system but if you logged in and you find that the course is not available or it's not open for you then kindly do reach me out and I will be the one who will be assisting you with that request as well now based on the new um you know the assessment strategy what we going to happen is that the final assignment is 90% And the tutorial will going to be 10% all right so obviously the plagerism as I mentioned it's very important and obviously your assessment upon submission will going to be run through a plagerism softare to check the plagarism and obviously if we found out that the deduction for the plagerism is above 20% in that case the assessment will going to be returned back to you uh for further revision and correction but so therefore the limit for the plagerism should always not exceed more than 20% it should always be under 20% and obiously the referencing is very important very crucial step in your assessment so the assessment will not going to be accepted if it's not referenced or cited properly and for the citation the style that we use is Howard referencing so no other referencing style would be accepted if your assignment is cited with you know different style other than the H with referencing style there is a specific way to save your final assignment we are expecting you to have your first name followed by the last name your student ID followed by the course and Fa is for final assignment now when you will going to be logging in or doing the submission on the system you will notice that it will going to be asking you to submit the workbook file as well but as we mentioned the strategy has been changed and now you are not required to do the workbook so kindly discard that portion you just have to attach the final assign M twice including in the workbook file as well and just click on submission as I mentioned referencing is important and the style that you will be using is Harvard referencing and we need both the Intex as well as the biblography to be done accordingly now obviously for those of you who are not aware or who are new and do you don't have any idea how to do the referencing using the Microsoft Word itself we do have a very detailed video on that part you can just simply go ahead and watch again the link will also be available on Google classroom and you can just simply watch it it's also available in Arabic as well as in English versions whichever you find you know easy and convenient to understand uh there is a specific uh policy for the late submission as you know that starting tomorrow you will be given 30 days of time period to submit your final assignment but if you feel that you might not be able to submit on time kindly we do request that you send the extension request before the submission of your deadline so you have to contact student request at EGS sm- edu.com you have to write them an email prior to your deadline so if the deadline has already been passed and you are requesting for the extension that kindly do note that that is not acceptable and you will be eligible to pay a certain late fee uh submission now for the proquest library you can directly access it through the LMS itself simply by logging in and going and clicking on online library which will direct you towards the procress library now this obviously can you can use it for the research papers for anything that you would like to use and obviously it will going to be quite helpful to you towards your um citation purposes as well now we do want the students to achieve the distinction so at least provide us with 20 references the references that you're providing should be coming from reliable resources please do note that the Wikipedia is not considered reliable so any references that are coming from Wikipedia would not be accepted apart from that you can use any any form or any list of references from research newspaper Journal articles or anywhere apart from Wikipedia for your references purposes and now if you are not satisfied with your final grade you do have an option of re-evaluation but there is a certain process that you have to follow and you can just simply go ahead and write it down to the student request to request for the process there is a marking rubric at the end of final assignment which will clearly indicate the marks that are allocated to a certain task so you can obviously do refer that part as well and now obviously the class was recorded and you will going to be finding the recording tomorrow morning it will be sent to you via email via WhatsApp and it will also be a ailable on Google Classroom please do note that the Google Classroom invitation has been sent to each and every one of you simply just access your email and accept the invite and tomorrow morning inshallah you will be able to find the updated slides the recorded sessions and whatever I am discussing right now it will be available to you in details tomorrow now we do have a tutorial session which is coming on 11th of August and with this session you will be able to get the remaining 10% so this is very important including for you to attend there was recently a graduation ceremony on 17th of July for angli arisan University and obviously our students did attend it for those of you who are taking this course as your last course we do have an inque period ending in the month of August so if you are planning to catch the September intake kindly please do contact us and we going to be obviously assisting you with the you know quickest way to grade and everything else now obviously the course will going to be containing the two of the sessions that are you know conducted by the academic advisor and now obviously the assessment guidance session we're going to be focusing on how to do or how to answer final assignment questions so the sessions that are allocated for this particular course would be 20 on 1 of August and the second session will be on 27th of August so basically this session is coming this Thursday then you will have a tutorial and at the very end or the last week of your submission you will have another session just in case if you have any questions in regards to the final assignment or any doubts that you may have you can actually attend this session so that the doubts are being cleared and you will be able to submit the assignment on time and now obviously we do have this academic session coming you know not every week but once or twice a month this is coming on Tuesdays and this is basically the session that is conducted by the academic advisor where they espcially focus on teaching you how to do Har referencing how to use the final assignment structure and OB we see how to make use of the proquest library uh as I mentioned first of all the very most important is that you accept the invite we have already sent you the Google Classroom invitation you just simply have to accept it and obviously all the materials updated materials upcoming sessions any announcements that are related to the course will going to be communicated through this platform so the very important uh you know method to use this is that you will be updated and you will be having the access to the recorded sessions that are not only for this one but obviously in the coming future as well we're not going to be going through but obviously the degrees are W recognized so the obviously we do have Gan Marone University graduation last year which we attended so in case if we need assistance in regards to financial related inquiries you can directly reach out to finance manager or supervisor Mr prakash for the academic related inquiries you can reach out to Duan Tani and for any other inquiries you're most welcome to reach me out on WhatsApp and on email now so that's all from my side I hope everyone is cleared and you don't have any questions but even if you have any you can directly reach out to us and we will be able to assist you as much as we can that's all from my side thank you so much Professor Victor thank you for coming and getting the class done thank you so much for your presence thank you so much Marian as usual for your kind support I really appreciate that and I hope you have a wonderful learning experience today uh hope to see you soon in two weeks and anytime you need from my side please let me know thank you professor and thank you everyone have a great evening enjoy your dinner bye-bye bye bye bye bye