CLARITY OF OFFER

CLARITY OF OFFER

“Clarity of Offer is the state of being clear, where all elements of the programme of any facility and/or organization are consistent with and supportive of each

other and work in harmony towards a stated end.

Clarity of Offer ensures efficient communications with the consumer.

Clarity of Offer is the continuous integrated expression of a given statement in the marketplace and is expressed in each of the following elements within a

given facility namely: Products, Service, Communications, and Environment”

CLARITY OF OFFER

“Marketing is the aggregate of activities necessary to

develop relationships and influence perceptions to a planned end”

CLARITY OF OFFER

Its origins CN Tower

How it works 4 Disciplined Steps

The benefits Control, Clarity

CLARITY OF OFFER

Step One Information Gathering

Step Two Decision Framework

Step Three Program Elements

Step Four Management

CLARITY OF OFFER

Step One: Information Gathering

• Industry, Consumer, Competition

• Performance Review

• Problems and Opportunities

• Marketing Objective(s) and Strategies

CLARITY OF OFFER

Step Two: Decision Framework Marketing Philosophy

The basis of any marketing program must be a value statement

that reflects the fundamental purpose and intent of the organization

Developing a Philosophy

Involve those who represent and/or control the organizations overall

values, purpose and intent

CLARITY OF OFFER

• Marketing Decision Criteria

Detail the values and terms of reference expressed in the Philosophy that become the standards of performance against which all marketing program judgments are made

• Developing Decision Criteria

A point by point question expansion of the Philosophy that deliberately forces a response

CLARITY OF OFFER

Step Three: The Four Program Elements

• Assortments “…the collection of elements within a range of merchandise or services

.. …the products offered to the consumers.”

. Service “… the consumer’s face to face encounter with the facility and its full,

part time and volunteer staff”

CLARITY OF OFFER

• Communications “.. the formal communications of an institution: advertising, promotion,

public relations, publicity, visual and graphic identity, formal signage, publications, etc.”

• Environment “.. The physical setting, where the transaction takes place, where the

product is purchased, where the service is provided and embraces: location, layout, presentation, décor and housekeeping.”

CLARITY OF OFFER

Step Four: Management

Personnel Implementation Schedule Financial/Budget

Considerations

CLARITY OF OFFER