Post on 05-Dec-2014
description
CONSUTLGEAR.COM
CONSUTLGEAR.COM
CONSUTLGEAR.COM
Maslow pyramid
Physiological needs
Safety
Love, belonging
Esteem
Self-Actualization
Friendship, family, sexual intimacy
Security of: body, employment, resources, morality, the family,
health, property
Breathing, Food, Sexual activity
Morality,
creativity,
prejudice
Self-esteem,
confidence,
achievements,
respect
CONSUTLGEAR.COM
Focus on Profit driver Period
Production Production methods till 1950’s
Product Product quality till 1960’s
Sales Sales methods till 1970’s
Marketing Customers needs and wishes from 1950’s
Marketing 2.0 Needs and necessities creation XXI century
Focus on Profit driver Period
Contact
management
Building and keeping good
relationships with customersfrom 1960’s
Industrial
marketing
Building and keeping good
relationships between companies
from 1980’s
Social
marketingBenefit to society from 1990’s
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SIVA Method 4 “Р” of Marketing
Solution Product
Information Promotion
Value Price
Access Placement
People
Process
Physical Evidence
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Product
ManagementAnalyses PR Advertising
Development Market Internal Strategies
Tests Trends External Awareness
Evaluations Market niches Interviews Channels
Management Positioning Events Targets, efficiency
Promotions Competition News ATL, BTL, Guerilla
Life cycle Prices Image Internet
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Advantages, Focus, Market niche
SWOT analysis
Competitor My Company
Strengths Weaknesses
Opportunities Treats
Strengths Weaknesses
Opportunities Treats
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Segmentation
Geographical
country, region, city, town, etc.
Psychographic
personality traits or character traits which influence consumer behavior
Demographic
age, gender, socio-economic class, etc.
Behavioral
brand loyalty, usage rate, etc.
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Segmentation – an example
Segment/
needsPark Zoo Theatre Cinema Disco Cafe
Market size,
K customers
Rural areas No No No High No Low 1 000
Resorts,
small townsNo Low Low High Average Average 70
Average towns Average Average Average High High Average 20
1M+ towns High High High High High High 7
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Segmentation – another (real) example
Segment/
needs:Internet Phone VPN Optic Back-up SMS
Market,
K customers
Tele workers High No No High No No 400
Home internet users No No No High No High 1 000
Public Places No No Low High No High 1
Hosting companies,
Data CentersLow High High High Low No 0,05
Computer resellers High High High High High No N/A
Financial companies High High High High High Low 0,05
Big companies with
branchesHigh High High High High Average 5
Government High High High High High High 1
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Target
DAMP acronym
Discernable
How a segment can be differentiated from other segments.
Accessible
How a segment can be accessed via Marketing Communications produced by a company.
Measurable
Can the segment be quantified and its size determined?
Profitable
Can a sufficient return on investment be attained from a segment's servicing?
Differentiation
Undifferentiated
Where a company produces a like product for all of a market segment.
Differentiated
In which a firm produced slight modifications of a product within a segment.
Niche
In which an organization forges a product to satisfy a specialized target market.
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Product Matrix
Home users SOHO SMBBig
CorporateGovern
TV
SMS
3G Data
GSM
Fiber Optic
DSL
Back-up
Security
Video Surveillance
Real Time recoding
CONSUTLGEAR.COM
Cost
Average Revenue Per User (ARPU)
Margin – Net, Gross
Efficiency
Churn, Customer Relation Management
Value Added Services (VAS)
Earn Before Interest and Taxes (EBIT)
Earn Before Interest , Taxes, Depreciation and Amortization (EBITDA)
CONSUTLGEAR.COM