Social Enterprise Marketing Strategy Methods
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Semelhante a Social Enterprise Marketing Strategy Methods
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Social Enterprise Marketing Strategy Methods
- 1. Marketing Strategy for Social Enterprise Day 2 Part II Dnet/MSH 1
- 2. Dnet/MSH 2
- 3. Mass Selling Personal Selling Sales Promotion Different methods of promotion Advertising Publicity Dnet/MSH 3
- 4. • Contests • Coupons • Aisle displays • Samples • Trade shows • Point-of-purchase materials • Banners & streamers • Frequent buyer programs • Sponsored events • Price deals • Promotion allowances • Sales constests • Calendars & gifts • Trade shows • Meetings • Catalogs • Merchandising aids • Videos Aimed at wholesalers or retailers • Contests & Bonuses • Meetings • Portfolios & Displays • Sales aids • Training materials Aimed at company’s own sales force Aimed at consumers or users Dnet/MSH 4
- 7. Final consumers request (pull) product Final consumers request (pull) product Business customers request (pull) product Business customers request (pull) product Producer’s promotion blend Personal selling, sales promotion, advertising, and publicity Producer’s promotion blend Personal selling, sales promotion, advertising, and publicity Wholesalers’ promotion push Wholesalers’ promotion push Retailers’ promotion push Retailers’ promotion push Wholesalers’ promotion push Wholesalers’ promotion push Promotion to business customers Promotion to channel members Promotion to final customers Dnet/MSH 7
- 9. Dnet/MSH 9
- 10. “This new idea is good” “Our brand is best” “Our brand is better, really” “Let’s tell those who still want our product”Dnet/MSH 10
- 11. Percentage of Sales Task Method Dnet/MSH 11
- 12. Sales force provides market information Helping to buy is good selling Requires strategy decisions Salespeople can be strategy planners Personal Selling Is Important Salespeople represent whole company & customers Dnet/MSH 12
- 13. Trained, Not Born Specific, Written Job Description All Salespeople Need Training Dnet/MSH 13
- 15. Evaluate needs Preplan sales call and presentation(s) Set effort priorities Select target customer Prospect Close the sale (get action) Make sales presentation Follow up after sales call to establish relationship Follow-up after the purchase to maintain and enhance relationship Feedback Dnet/MSH 15
- 16. Dnet/MSH 16
- 17. Profit oriented Target return Maximize profits Sales oriented Dollar or unit sales growth Growth in market share Status quo oriented Meeting competition Nonprice competition Pricing objectives Dnet/MSH 17
- 18. $10 $20 $100 $60 $40 $20 Cost per unit = $80 $100 list price 10% price cut new price = $90 50% profit margin cut Dnet/MSH 18
- 19. Dnet/MSH 19
- 20. Dnet/MSH 20
- 21. Dnet/MSH 21
- 22. Dnet/MSH 22
- 23. Price (P) Qty (Q) Rev (R = PxQ) Total VC (TVC) Fixed Cost (FC) Total Cost (TC=TVC+ FC) Profit (P=R- TC) Marginal revenue (MR*) Margina l Cost (MC*) Marginal Profit (MP*) $200 0 $0 $0 $200 $200 -$200 175 1 175 60 200 260 -85 $175 $60 $115 160 2 320 120 200 320 0 145 60 85 145 3 435 180 200 380 55 115 60 55 135 4 540 240 200 440 100 105 60 45 125 5 625 300 200 500 125 85 60 25 115 6 690 360 200 560 130 65 60 5 105 7 735 420 200 620 115 45 60 -15 95 8 760 480 200 680 80 25 60 -35 85 9 765 540 200 740 25 5 60 -55 75 10 750 600 200 800 -50 15 180 -165 65 11 715 660 200 860 -145 -45 180 -225 17-23 Dnet/MSH 23
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