Marketing Services

The Core Values of Marketing

With the public's frequent perception of marketers being no more than spin doctors for their brands, we are highly aware of maintaining the original core values of marketing, including Advertising and PR. The birth of marketing was all about improving people's lives ! And these are the values we preach and practice.

Marketing is so basic that it cannot be considered a separate function. It includes the whole company, seen from the point of view of its final result. That is, from the customer's point of view. Business success is not determined by the producer or supplier, but by the customer and it involves everyone in the company.

The Fundamentals of Marketing

Philip Kotler, the renowned marketing specialist, once wrote:
"Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. Marketing is the art of helping your customer become better off. The marketer's watchwords are quality, service and value".

• Creating durable customer demand and loyalty are contained within the time-tested definition of marketing:"the management process responsible for identifying, anticipating and satisfying customer requirements profitably".

• Hand-in-hand, shareholder value is generated by: "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage".

Shared Marketing Culture

Internally, a single organising thought allows the whole company to get behind a simple idea. It helps to build a shared culture that solely focuses on the customer rather than ourselves.

The 80/20 Customer Service Rule

First class customer service is a large part of that quality of "differentness" that customers are willing to pay for, even during difficult trading times.

There is an interesting 80 / 20 marketing principle that says two things:

• That you should provide first class customer service for the 20% of existing products that generate 80% of your profits.

• That you should go to extraordinary lengths to keep the 20% of customers who deliver 80% of your profits.

More about how the 80 / 20 marketing principle can help your business with this informative PDF Guide from the Chartered Institute of Marketing (CIM).

The 80 / 20 Customer Service Rule is part of a broader concept of retaining customers :   Efficiency and Customer Retention   and   Customer Relationship Marketing

Simple practice of " Every Day Common Sense PR " pays easy dividends in any organisation and is easy to do, internally and externally, including the customers.

Authenticity and Being Different

World renowned brand positioning specialist Al Ries' video talks presents critical aspects of costly larger-than-life boardroom marketing decisions, seminal examples to learn from.

Further reference: Notes on the 22 immutable laws of marketing.

Public Relations (PR) and Marketing

The right kind of PR is an elementary and critical aspect of marketing, but it is subject to costly misinterpretation. PR is about reputation   —   creating and maintaining it. PR is the result of what you do and what you say and how you say it, and what others say about you.

PR is a fundamental to marketing communications. It's purpose is to build profitable relationships with customers   —   read more: "What is PR".

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