My personal New Year present

I suppose almost every Marketing department feels the upcoming New Year celebration by various requests from top-management about Christmas presents, branded chocolates, etc. It is a weird time for a Marketing Manager. You start to think that it is kind of 1^st priority for the company to make nice presents and brand it.

That’s why I decided to make something for the management as well. It won’t be sweet and branded, but hopefully useful for both of the parties next year. That would be my New Year present for a non-marketeer. But eventually I guess marketeers would benefit a lot from it as well.

It is a presentation about what is marketing, its role, benefits for the company and possible next steps for CEO.

I kindly ask you to review it and give some comments on what can be added.

What is marketing

• Key def:

Marketing is the process of matching the Co resources (products, services, etc) with the Consumer/Customer needs and wants PROFITABLY.

Also it can be described as follows:

• Marketing is to define markets, to target the right consumers, to develop strategies, to ensure the right communication is done, to monitor and control (market share, sales volumes, etc)

• Marketing is NOT: to produce branded chocolates, to develop and print business cards the cheapest way and just a support function “if smth is going to be wrong”

Role of marketing

• To define markets

• To develop new products

• To develop the strategies how to match the resources for providing the products/services to the clients

• To develop communications

• To manage the whole process (monitoring, modifying, controlling)

What is needed

• Understanding of what is marketing and is role

• Proper people in charge

• Marketing IS

• Link between Corporate Goals and Marketing goals (KPIs, etc)

• Market orientation of the Co

• Putting Marketing in charge

Benefits of the Co

• Clear direction: where to go and how

• Understanding the client means knowing how to earn more money

• Link between Marketing and Corporate means more money for the shareholders

• Success of the Company + the right management = satisfaction of everybody (shareholders, employees and consumers/customers )

• Do you need more???

Next steps

• If this doesn’t concern you, please say so. And do not spend money on marketing.

• If yes, go to the “what’s needed slide” and start working with marketing

• If “I don’t know”, do not hesitate to approach me and ask for more information about marketing

Many thanks