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Developing a Marketing Strategy,[object Object],Plan, Launch, Build Business Workshop® #501,[object Object]
Workshop Overview,[object Object]
What is a Marketing Plan,[object Object]
Market Analysis,[object Object]
1.  Market Size,[object Object],What is the current market size?,[object Object],How large is the potential market?,[object Object],Is the market stable?,[object Object],Where is the market heading?,[object Object],How many prospects are potential customers?,[object Object],How many companies are competing in the market?,[object Object]
2.  Industry Trends,[object Object],Changes in Package Size,[object Object],Variations in Product/Service,[object Object],Promotional Methods,[object Object],Technological Changes,[object Object]
Demographic,[object Object],Psychographic,[object Object],Use Based,[object Object],Geographic,[object Object],Benefits Sought,[object Object],3.  Market Segmentation,[object Object]
Which of the segments can you best serve?,[object Object],What is that segment’s needs?,[object Object],4. Target Market,[object Object]
The Marketing Environment,[object Object],Current trends impacting the entire society and the way the product/service is marketed make up the “marketing environment”,[object Object],What are the current trends?,[object Object],What is impacting our environment?,[object Object],How is it impacting our products and services,[object Object]
Consumer Analysis,[object Object],Two types of individuals that purchase your products and services,[object Object],Customers-  a person or entity that buys your product/service but does not actually use it.,[object Object],Consumers- The person or entity that actually puts your product to use.,[object Object],Today we will look at the “Consumer”,[object Object]
What type of product feature most appeal to these consumers?,[object Object],What are the benefits that these features provide to the consumer?,[object Object],How important are these features?,[object Object],How are choices made between competing products?,[object Object],What is their disposable income?,[object Object],What is their decision making process,[object Object],How important is “brand?”,[object Object],What promotions does the consumer like?,[object Object],What are their leisure time activities?,[object Object],Factors Bearing on Your Typical Consumer,[object Object]
What Is Your Current Position?,[object Object],“If you don’t know where you are, it is impossible to know how to get to where you want to be.”,[object Object]
The Situational S.W.O.T. Test,[object Object],Strengths-  ,[object Object],What does the company/product better than the competition?,[object Object],Weaknesses-,[object Object],What does the company/product do that not as good as the competition?,[object Object],Opportunities-,[object Object],What area of the market could the company enter where there is a distinct advantage?,[object Object],Threats-,[object Object],What actions could threaten the product or standing in the market?,[object Object]
Analyzing Your Competitors,[object Object],Who are your top 3-5 competitors?,[object Object],On what basis are you competing?,[object Object],Same product, different prices?,[object Object],Same product, different brand?,[object Object],Different market segments,[object Object],Are there “niches” within the market place where you are not directly targeted by competition?,[object Object],Think about the competition before implementing any marketing strategies.,[object Object]
Marketing Objectives,[object Object],Use the SMART system to make your marketing objectives clear:,[object Object],Specific,[object Object],Measurable,[object Object],Attainable,[object Object],Timebound,[object Object]
Developing the Marketing Strategy- Two Options,[object Object]
Strategies for Growth,[object Object]
Strategies for Non-Growth,[object Object]
Sustainable Competitive Advantage (SCA),[object Object],An SCA is a means of competing using the products and company assets that provide a leverage or edge that is difficult to copy and is seen as advantageous by consumers.,[object Object]
Characteristics of Successful Sustainable Competitive Advantage ,[object Object],They are substantial enough to make a difference in the market,[object Object],Are sustainable with regard to environmental changes,[object Object],Are difficult for competitors to replicate,[object Object],Are leveraged into visible attributes that influence consumer decisions,[object Object],Means by which to gain a sustainable competitive advantage include differentiation, low cost, concentrated, niche,[object Object]
Differentiation	,[object Object],The process of making a product or service novel through a benefit that is relevant to the marketplace is a sustainable advantage.,[object Object]
Differentiation- Examples	,[object Object],Product quality,[object Object],Service quality,[object Object],Brand name,[object Object],Product features,[object Object],Technical superiority,[object Object],Distribution channels,[object Object],Breadth of product line,[object Object],The options for product differentiation is limited only by what the customer perceives to be different and important,[object Object]
Low Cost Strategy,[object Object],This strategy relies on having the lowest cost in the industry at all times and thereby the lowest price to be offered to the customer.,[object Object],Any company employing a low cost and low price strategy must have the ability to match and beat its competitors should a price war breakout,[object Object]
No-frills product,[object Object],Product design,[object Object],Raw material source,[object Object],Low-cost distribution,[object Object],Labor cost advantage,[object Object],Location advantage,[object Object],Automation advantage,[object Object],Reduced overheads,[object Object],Experience in producing the product,[object Object],Methods of Achieving a Low Cost Strategy,[object Object],A low cost strategy is extremely difficult to sustain long-term,[object Object]
Concentrated,[object Object],The concentrated thrust focuses on one part of the market or product line only.,[object Object],It allows a company to become an “expert” in that area.,[object Object],It is generally a smaller segment of the market.,[object Object]
Focus on product line,[object Object],Targeting a segment,[object Object],Geographical area,[object Object],Focusing again low share competitors,[object Object],Methods of Concentration,[object Object]
Niche,[object Object],Strategies focus on one particular, generally small, segment of the market,[object Object],The segment is generally too small for a major competitor to engage,[object Object],Niche strategies require that customers see a significant difference in the competitor and see real value,[object Object]
Product/Brand Positioning,[object Object],Out of the strategy should come a unique positioning for the product,[object Object],There should be a clearly developed product/brand positioning within the market,[object Object],Positioning is the way in which consumers perceive the product/service with respect to the rest of the market,[object Object],Product positioning could take years to create and is difficult to change,[object Object]
Product/Brand Positioning,[object Object],Positioning can be based around such factors as:,[object Object],A product attribute,[object Object],A consumer benefit,[object Object],A use or application of the product,[object Object],A product class,[object Object],The place of origin,[object Object],The type of consumer,[object Object],Competitive position in the market,[object Object]
The Market Mix,[object Object],The crux of any marketing strategies involves 4 elements known as the 4-Ps,[object Object],Product,[object Object],Price,[object Object],Promotion,[object Object],Place,[object Object]
Product,[object Object],Key product features and their benefit are paramount.,[object Object],Key features include:,[object Object],Features,[object Object],Range,[object Object],Branding,[object Object],Packaging,[object Object],Additional accessories,[object Object]
Product-  Service Based,[object Object],For service based products, all aspects of presentation of the people providing the service are important.  This includes everything that is visible, such as:,[object Object],Dressed in a formal fashion or a branded sports shirt,[object Object],What your offices look like,[object Object],Are the messages they convey complimentary to your product positioning,[object Object]
Price,[object Object],The price must conform to the product positioning,[object Object],How important is price to the target market.,[object Object],In most markets price in an indicator of quality – the higher the price the higher the perceived quality,[object Object],Price should be set by “what the market will bear”,[object Object]
Price-  3 Important Factors,[object Object],It is a wrong assumption that offering a better price gives a better value for the money.,[object Object],Value for the money is a perception of the price compared to the benefits derived from the product.,[object Object],In most markets and to most people the price is far less important than the benefits received from the product,[object Object]
Types of Pricing,[object Object],All types of pricing decisions should be considered and planned, including:,[object Object],Standard price,[object Object],Price specials,[object Object],Discounts to the trade and distributors,[object Object],Payment terms,[object Object],Payment methods,[object Object]
Promotion,[object Object],Promotion is that element in the marketing mix that determines how you communicate with customers and what tools or tactics are used to achieve the marketing objectives.,[object Object],Knowing the buying behavior of the target market is very important.,[object Object],What media do they view, how frequently and what is their reason for using it?,[object Object]
   The promotion mix must comply with the product positioning and should not contradict in any way with the prescribed positioning.,[object Object],Promotion	,[object Object]
Advertising,[object Object],Sales promotions,[object Object],Publicity,[object Object],Personal selling,[object Object],Events,[object Object],Sponsorships,[object Object],Direct selling,[object Object],The internet & social media,[object Object],Promotional materials,[object Object],Brochures,[object Object],Gifts,[object Object],Promotion activities may include,[object Object]
Communication Plan,[object Object],This component of the strategy should focus on keeping existing customers and finding new ones.,[object Object],Components can include:,[object Object],Web site,[object Object],Email,[object Object],Social Media:  Twitter, Facebook,[object Object],Blogging,[object Object],Printed and electronic newsletters,[object Object]
Distribution,[object Object],While fairly well established, this element should not be overlooked.,[object Object],Changes in the distribution channel or changes to the way in which you sell to the channel can provide great opportunities.,[object Object]
Distribution-  Questions You Should Address,[object Object],How and where will the product be placed so that the consumers have access to it and how will the sale be made?,[object Object],Will you be using wholesalers, distributors, retailers or going direct to the consumer?,[object Object],Are a combination of distribution points appropriate?,[object Object],The strategy for dealing with distribution points needs to be addressed the same way the strategy for customers was developed,[object Object]
Putting It All Together,[object Object],Working through the whole process (if necessary with the help of marketing professionals) is important to getting the strategy right.  A good marketing strategy, correctly implemented, will give your company the edge over the competition.,[object Object]

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Marketing Plan Strategic Development

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