Post on 04-Jul-2015
description
SBP
2014 2015
Content
1. analysis
2. targeting
3. strategy
4. marketing plan
5. implementation
6. control
analysis
target
strategy
plan
implementation
control
Market-study
Goal
Strategy
PlanP P P P
Implement
Check
SBP‘lite’
SBPlive
Kotler model
what?
how?
detail
analysis
target
strategy
plan
implementation
control
Sales forecast: quick & dirty?
number of customers in one sector
look for available statistics
(local) government statbel.fgov.be
vlaanderen.be = VRIND
West-vlaanderen.be/economie
Kortrijk.be = inhabitants, shops,
industry federations
feweb
Sales forecast 1
capacity of your business
allows you to calculate your maximum sales
i.e. software:
number of projects (apps) x price per project
horeca number of tables x number of customers x price menu
Sales forecast 2
turnover of competitors
balance sheets on www.nbb.be
trendstop30000.be
federations
website
magazines
interview
Sales forecast 3
Quick & dirty math how many projects/customers can you handle in
1 day/week?
how many hours of work can you spend on this project
extrapolate this to one month (x by 4)
idem: yearly basis
take into consideration:
peak moments
Use your common sense
worstcase
pessimistic
realistic
optimistic
Sales forecast:
Sense
analysis
target
strategy
plan
implementation
control
SDP model
SBP niche market
start-ups in generally
positioning
1. positioning matrix
2. feature analysis
3. mood board
Visualization
positioning matrixbrand positioning/spectrum chartperceptual positioning map
What do you think?
PalmDuvel
Westmalle
Rodenbach
low price
high price
low qualityhigh quality
Feature analysis
mind map
on-line
bubbl.us
free downloads
e-mind maps
freemind
Wordle
http://www.wordle.net/
Alternatives
analysis
target
strategy
plan
implementation
control
Marketingplan
Price
Price setting
Price strategy
Price policy
cost oriented cost-plus pricing
cost/unit + profit margin
target pricing min. profit
Competitor based methods imitation method
going rate pricing
Customer oriented methods intuitive method
based on market research
experimental method different prices on different locations/websites
1 Price setting
Price skimming high price by start
then lower till stabilization
Penetration low price at start
slowly level prices
Price discrimination time (telephone rates)
age (students, seniors)
place (coke in restaurant, shop, vending machine)
2 Price strategy: launch
discount
yes or no?
what kind?
payment
possibilities?
deferment of payment ?
3 Price policy
voucher
bongo
vivabox
Extra’s
• buy or rent?• location?• route plan • opening hours
Place
rent buy
incubators the studios (howest)
ondernermerscentrumKortrijk, Roeselare
BedrijvencentrumWevelgem, Roeselare, Waregem, …..
open marke immmoweb
dewaele
industrimmo
only long term project
you need lots of money…
Location: suggestions
Howest incubation
to be continued
The Studios
Strategic location
400 €/month
Bedrijvencentrum
Center of Kortrijk
400 euro
Facilities
Meeting rooms
Catering
videoconfering
Ondernemingscentrum
Real focus4° P = Promotion = Communication
Corporate Identity
Mediamix Budget
Personalsales
Advertising
Sales Promotion
PR events
digitalmarketing
Media mix: 5 pillars
PersonalSales
Advertising
Sales Promotion
PR events
digitalmarketing
1° pillar
most important sales channel B2B
startups
see presentation Joost!
Personal sales
Personalsales
Advertising
Sales Promotion
PR events
digitalmarketing
2° pillar
draw attention
pro contra
+ huge amount customers
+ low price per capita
+sleeper effect
+ LT image building
- not personal
- less convincing
- one way communication
- you need lots of money
Advertising
What is the best advertising?
if a customer is satisfied, he will tell this to 3 other people friends
if he is not satisfied he will tell it to > 10 people …
Sometimes advertising = misleading
Below the line
Above Below
mass media
tv
cinema
radio
outdoor
billboards
megaboards
busses
sales promotion materials,
direct mails,
internet advertising (viral, advergames...),
mobile advertising,
events (exhibitions, concerts...),
POP materials (in-store ads, packaging...),
OOH advertising,
guerrilla advertising
etc...
Print is NOT dead !!
DIY?
at least professional camera
buy pictures
shutterstock
quick & easy
but not so original
Photo-shoot
Corporate identity
Invoice
Stationery
Flyers
Brochures
Cards
car lettering500€
frame
Outdoor
Try to be original
Huge cost….guess: 30’ on VTM in primetime (19u-22u)?
12 644 euro - bereik: +/- 574 000
TV national
more affordable
TV local
guess: 30’ prime time (6u30-9u00) on Q-Music?
2 194 euro
http://www.var.be/nl/
Radio
Cinema
guess: 30 sec.
=161 theaters
1 week
each day
11.052 euro
64
guess: 1 page in ‘Het Laatste Nieuws?’
35 600 euro – outreach: 1.081.000
Newspaper
local newspaper
Magazines
1 page in Humo?
10 900, outreach: 1169000
Uit magazine?
6500 –outreach : 427 000
CIM stats
68
Personalsales
Advertising
Sales Promotion
PR events
digitalmarketing
3° pillar
pro contra
+ gets attention customer
+ Response is accelerated and amplified
+ quick respons
- short term effect
- no loyalty or brand preference
Sales Promotion
Personal sales
Advertising
Sales Promotion
PR events
digitalmarketing
4° Pillar
PR en events
72"is advertising dead?"
very expensive!!
making off
rent space
salary salesman
catering
gadgets
in some sectors = a must
Events roll ups
displays
posters (trespa)
beach flyers
Roll up
Gadgets
pen
calendars
coaster
t-shirts
T-shirts vistaprint
t-shirt shop.be
action
Personalsales
Advertising
Sales Promotion
PR events
digitalmarketing
5° pillar
web
apps
viral mkt, buzz
guerilla mkt
Digital marketing
conversion
website
choices to make
newsletter
blog
good pictures
e-shop?
wall of fame
affiliate marketing?
wall of fame vb. Tales
Social Media link to
you tube channel
demo
testimony
3 F’s ?
Direct marketing
not SBP
guerilla advertisinggo viral !
Budget:
some stuff: DIY
logo, website, …
but keep it professional
some things = outsource
cards
flyer (quadri)
Budget time related: mediaplan
Need inspiration prices? vistaprint.be
drukland.be
one.com
leho: excel sheet
SABAM
music in showroom
music on website
music at events
don’t forget our friends from
analysis
target
strategy
plan
implementation
control
Implementation
a lot of inspiration
but also a lot oftranspiration
analysis
target
strategy
plan
implementation
control
Control
spontaneously
feedback customers
word of mouth
feedback questionnaires
periodically
turnover
profit
market share statistics
TO DO 1 visualization target group
mood board positioning map
commercial plan: 4 P’s corporate identity
logo, flyers cards stationary invoice
web 2.0 facebookpag you tube channel
turn over forecast
starting point for financial plan
marketing budget
TO DO 2