Ten Megatrends Shaping Marketing in Egypt Today. Dr. Ahmed Taher Managing Director Integrated Marketing Solutions [email protected] Megatrends. What are Megatrends? Behaviors that are adopted, copied, practiced, observed and accepted as social phenomena.
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What is Marketing?
Management of perceptions to direct behavior
A Brand is a promise of consistent delivery on a set of attributes.
The Brand Equity is the extent to which customers are willing to pay (a premium) more for your brand given the opportunity to buy a very similar product without a brand.
The internal and external Brand Audit is important to measure the progress and success of the branding strategy.
The Brand Contract which is a documentation of the brand promise to be shared with all employees, new hires and customers of course. It strengthens the brand, and gives it a real and consistent meaning in the mind of all stakeholders. It also guides all future marketing communication and the behavior of the sales and customer service teams
Brand Extension is attempting to extend the brand promise to new categories.
The Corporate Identity Manual (CIM) is also a very important document that will be used for quality assurance of all brand communication. It will allow for seamless switching from one marketing communication agency or supplier to another.
Groups of people who have influence on, or interest in, an organization or a company
Employees (Internal public)
Business communityGeneric List of Publics
Support of Gov.
with the media
Branding and Positioning (and communication)
Quality and Cost Management
Developing and Retaining Talents
Marketing Research and CRM
Proactive Public Relations
New Product Development
Second Wave theory
Credit and Financing Options
Media Reach and Impact
Integrated Marketing Communications
Direct Marketing Options
Online and Off-line Catalogs
Develop New Products and Services for New Lifestyles