STRAMA Marketing

CUSTOMER
ANALYSIS
CUSTOMER ANALYSIS
is a critical section of a company's

business plan or marketing plan. It
identifies target customers, ascertains
the needs of these customers, and then
specifies how the product satisfies
these needs.
The areas that can help to improve your customer analysis to business
1. 2.
Marketing Customer
efficiency Retention
3. 4.
Increase Sales Improve profit
margin
How do you implement a
customer analysis strategy?
TYPES OF CUSTOMER
ANALYSIS
Focus group - is a specially chosen group of consumers, usually representing
a specific demographic, who are presented with a product and asked to
discuss it. This is a valuable marketing and sociology tool for companies
because reactions are able to be measured immediately, and the group's
discussions can be taped and reviewed. Organizations frequently use these
meetings to gauge the potential success or failure of a product.
Customer satisfaction measurement - is another popular form of

customer analysis. This method is practiced most often by companies
that offer physical products. Like a focus group, it aims to record
reactions after a product has been used. Instead of bringing in a
target market for testing, however, the users are sought out for their
opinions after they purchase the product. This can be done through
the mail, but is more commonly done through a phone call or an email
survey.
SELLING
PRODUCTS/
SERVICES
SELLING PRODUCTS/SERVICES
● The most common way to sell or market

your product or sales is through advertising.
Nowadays the most effective way to
advertise a specific product or sales is
through social media. The use of well known
platforms. Such as facebook, twitter or IG
(Instagram)
● Successful strategy implementation

generally rests upon the ability of an
organization to sell some product or service.
Selling includes many marketing activities,
such as advertising, sales promotion,
publicity, personal selling, sales force
management, customer relations, and dealer
relations.
01 02
Product- Based Selling Service- Based Selling

When selling a product, When selling a service, it’s
businesses will want to crucial to highlight what
highlight specific features and makes your service personal
display the item in-store or and how you can meet the
online for customers to view. customers’ needs.
PRODUCT/
SERVICE
PLANNING
PRICING
WHAT IS PRICING?
01 02 03
The money Everything that a Usually expressed

customer has to give up
charged for a in terms of amount
in order to acquire a
product or service product or service
The importance of Pricing
Pricing is an important decision making aspect after the
product.
Flexible Element of Marketing Mix:

Price is the most adjustable aspect of the marketing mix.
Right Level Pricing:

The wrong price decision can bring about the downfall of a company
Types of cost
Fixed costs
Fixed costs are costs that do not vary with the level of output in the short term.
Variable costs
A variable cost varies in direct proportion with the level of output. Varying directly means
that the total variable cost will be totally dependent on the level of output.
DISTRIBUTION
What is DISTRIBUTION?
Distribution (or place) is one of the four

elements of the marketing mix. Distribution is
the process of making a product or service
available for the consumer or business user
who needs it. This can be done directly by the
producer or service provider, or using indirect
channels with distributors or intermediaries.
IMPORTANCE OF DISTRIBUTION
● Distributors play a vital role in keeping the lines

between manufacturers and users operating
smoothly. They can expedite response times,
enhance a company's reach and even create
value-added packages.
● are important to businesses as they allow for the

smooth delivery of goods or services to a
customer. If a business does not source the best
collection of businesses for this purpose, it can
lead to unhappy customers and an inadequate
provision of services.
MARKETING
RESEARCH
MARKETING RESEARCH
Marketing research is the systematic

gathering, recording, and analysis of
qualitative and quantitative data about
issues relating to marketing products
and services. The goal is to identify and
assess how changing elements of the
marketing mix impacts customer
behavior.
TYPES OF MARKET RESEARCH
1. 2.
SURVEYS INTERVIEWS
3. 4.
FOCUS GROUPS CUSTOMER
OBSERVATIONS
SCOPE OF MARKETING RESEARCH
1. 2.
RESEARCH ON RESEARCH ON
PRODUCTS MARKET
3. 4.
RESEARCH ON RESEARCH ON
SALES METHODS ADVERTISING
AND POLICIES
SCOPE OF MARKETING RESEARCH
5 6 7
RESEARCH ON RESEARCH ON RESEARCH ON

BUSINESS
PRICING DISTRIBUTION
ENVIRONMENT AND
CORPORATE
RESPONSIBILITY
COST/
BENEFIT
ANALYSIS
What is Cost/ Benefit Analysis?
~ Cost benefit analysis, also known as benefit cost analysis, is a tool for
comparing the costs of a decision with its benefits. The tool is often used in
the business world, where the decision can be anything from developing a
new product, to changing an existing process.
When to Do a Cost Benefit Analysis
~ You should use cost benefit analysis when contemplating a specific

business decision, or when comparing multiple business decisions.
Why Use Cost Benefit Analysis?
~ Organizations rely on cost benefit analysis to support decision making.
~ Cost benefit analysis is an invaluable tool in developing business strategy,

evaluating a new hire, or making resource allocation or purchase decisions.
How to Do a Cost Benefit Analysis
1. Identify the costs associated with a certain path or decision.

2. Identify the benefits of the path or decision.
3. Estimate the value of all the indirect or intangible costs and benefits.
4. Calculate the benefit-cost ratio of each decision.
Scenarios Utilizing Cost Benefit Analysis
• Developing benchmarks for comparing projects

• Deciding whether to pursue a proposed project
• Evaluating new hires
• Weighing investment opportunities
• Measuring social benefits
•Appraising the desirability of suggested policies
• Assessing change initiatives
• Quantifying effects on stakeholders and participants
MARKETING
AUDIT
COMPETITIVE MARKETING AUDIT
A marketing audit is a comprehensive,

systematic analysis of the
business marketing environment of an
organization, both internal and
external.
COMPONENTS OF A SUCCESSFUL MARKETING AUDIT
01 02 03
THE AUDIT NEEDS TO THE AUDIT NEEDS TO THE AUDIT NEEDS TO

BE COMPREHENSIVE BE SYSTEMATIC BE REGULAR
Marketing Audit Checklist of Questions
1. 2.
Are markets segmented Is the organization
effectively? positioned well
among competitors?
3. 4.
Has the firm’s market share Are present channels of
been increasing? distribution reliable and
cost effective?
5. 6.
Does the firm have an Does the firm conduct
effective sales market research?
organization?
7. 8.
Are product quality Are the firm’s products
and customer and services priced
service good? appropriately?
9. 10.
Does the firm have an Are marketing, planning,
effective promotion, and budgeting
advertising, and publicity effective?
strategy?
11. 12.
Do the firm’s marketing Is the firm’s Internet
managers have presence excellent as
adequate experience compared to rivals?
and training?

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CUSTOMER

is a critical section of a company's

Customer satisfaction measurement - is another popular form of

● The most common way to sell or market

● Successful strategy implementation

Product- Based Selling Service- Based Selling

The money Everything that a Usually expressed

Flexible Element of Marketing Mix:

Right Level Pricing:

Distribution (or place) is one of the four

● Distributors play a vital role in keeping the lines

● are important to businesses as they allow for the

Marketing research is the systematic

RESEARCH ON RESEARCH ON RESEARCH ON

When to Do a Cost Benefit Analysis

~ You should use cost benefit analysis when contemplating a specific

Why Use Cost Benefit Analysis?

~ Organizations rely on cost benefit analysis to support decision making.

~ Cost benefit analysis is an invaluable tool in developing business strategy,

1. Identify the costs associated with a certain path or decision.

Scenarios Utilizing Cost Benefit Analysis

• Developing benchmarks for comparing projects

A marketing audit is a comprehensive,

THE AUDIT NEEDS TO THE AUDIT NEEDS TO THE AUDIT NEEDS TO

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