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7.10.09

Wellcome to Course AI212VIndustrial Marketing

Day 1

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Introduction

• Aime of the Course.

• Examination

• Individualwork or groupwork in small grops

• Lectures

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Examination

1. Written assingment ”

Way I vant to take this course” ½ - 1 page

1 point

2. Outline of marketing plan, including product and/or service presentation and market segment. 2-3 pages.

2 points.

3. Marketing plan (complete) 10 – 15 pages 3 points

Scale A – F

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Use of BILDA

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• Registration at this course

• To get a BILDA account, go to Mimers Bar at Oskars Backe

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• Use BILDA for comments, questions and delivery or assignments

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 What is marketing

• Marketing is all the activities that are needed to create operate and develop a company that is able to survive and generate a profit for its stakeholders. – and …

• All the marketing activities can be listed in different order according to different objectives

• Examples

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Four key dimensions of holistic marketing

• Internal marketing

• Integrated marketing

• Relationship marketing

• Performance marketing

• More examples

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Examples

• Time,

Idea, market research, product development, advertising, sales, after sales ….

• What the company can control

Un controllable, Environment - economic, legal, geography, religion, weather ….

Controllable, 4-Ps, Product, Place, Promotion, Price.

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Market research

• Present market

• New markets

• Market segmentation

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Customer

• Present customer – New customers

• Persons,

• Families

• Industrial

• Distributors

• Market segmentation.

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Use of focus

• Then in real live the marketing managers have to combine all this and new dimensions and may be omit others that don’t support the present task.

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Work schedule for marketing plan

• Developing marketing strategies and plans

• Capturing marketing insights and performance

• Connecting with customers

• Building strong brands

• Shaping the market offerings

• Delivering and communicating value

• Creating successful long-term growth

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The marketing plan

• 1 Executive Summary

• 2 .0 Situation Analyses

• 3.0 Marketing Strategy

• 4.0 Financials

• 5.0 Controls

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 The marketing plan

• 2 Situation Analyses

• 2.1 Market Summary

• 2.2 SWOT Analysis

• 2.3 Competition

• 2.4 Product offering

• 2.5 Keys to success

• 2.6 Critical Issues

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The marketing plan

• 3.0 Marketing Strategy

• 3.1 Mission

• 3.2 Marketing Objectives

• 3.3 financial Objectives

• 3.4 Target Markets

• 3.5 Positioning

• 3.6 Strategies

• 3.7 Marketing Mix

• 3.8 Marketing Research

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The marketing plan

• 4.0 Financials

• 4.1 Break-Even Analysis

• 4.2 Sales Forecast

• 4.3 Expense Forecast

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The marketing plan

• 5.0 Controls

• 5.1 Implementation

• 5.2 Marketing Organization

• 5.3 Contingency Planning

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• This course will motivate you to learn how to write a marketing plan.

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Chapeter 1.

• Change or die, Jack Welch CEO General Motors

• Examples Xerox and IKEA

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• “Marketing Management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.”

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What is marketed?

• Goods

• Services

• Events

• Experiences

• Persons

• Places

• Properties

• Organizations

• Information

• Ideas

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Marketers skill in creating demand

• Negative demand

• Nonexistent demand

• Latent demand

• Declining demand

• Irregular demand

• Full demand

• Overfull demand

• Unwholesome demand

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Different markets

• Resource markets

• Manufactures market

• Intermediary markets

• Consumer markets

• Government markets as Government and as owner of business

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Core Marketing concepts

• Needs,

• Wants,

• Demands

• ---------

• Target Markets,

• Positioning,

• Segmentation

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Core Marketing concepts, cont.

• Offerings and Brands

• Value and Satisfaction

• Marketing channels

• Supply Chain

• Competition

• Marketing Environment

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The changing market – Market realities

• Social Forces

• Consumer capabilities

• Company Capabilities

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Orientation towards the market place

• The Production Concept

• The Product concept

• The Selling Concept

• The Marketing Concept

• The Holistic Marketing Concept

• The Relationship Marketing

• Integrated marketing

• Internal marketing

• Performance marketing

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Chapter 2

• Developing Marketing Strategies and Plans Examples

• Siemens fifth largest spender in research, 2005

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• Cisco from 20 to 3 ASIC suppliers.

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The business process

• Michael Porter – Value chain

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• Steps

• Ten market –sensing process

• The new offering realization process

• The customer acquisition process

• The customer relationship management process

• The fulfillment process

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Strategic Planning

• SBU

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• Strategic Business Units

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• SWOT analysis

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• BCG Matrix

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Chapter 3

Market information – Scanning the environment

• Changes at Macro and micro level

• Scientific findings

• Social changes

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• Individual customer changes

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Sources of information

• Internal records

• Sales Information Systems, Example H&M

• Databases and data mining

• Sales people’s reports

• Service peoples reports

• A C Nielsen Company

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Macro environment

• Rosling case on the web

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• The Demographic Development

• Ethnic, religious and political changes.

• Household, single, family, no of children etc.

• Economic, income distribution savings and debt ratio.

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• Nature

• Technology

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Chapter 4

• Marketing research and preparing forecasts of demand

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• Reaching attention of the top management – and create action.

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Marketing research - Steps

• Define problem and research objective

• Develop a plan

• Collect information

• Analyze information

• Present information

• Make decision

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Demand

• Market potential

• Demand, what is to be brought at a place within a time period at specified promotion and price level. And specified macroeconomic and weather conditions, etc…

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• Demand

• Total market

• Brand A, B, C, …

• Country, 1, 2, 3, …

• Market segment x, , z, …

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Demand estimation, 1

• Measure at lovest level or aggregate level.

• Build up or divide according to need.

•  

•  

• Market development according to the S – curve

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Demand estimation, 1

• Estimate future demand

• Forecasting methods

• Trends, with or without seasonal adjustment / Past sales method

• Analogies, products or markets

• Multiple correlation methods

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• Survey of Buyer intentions

• Sales force opinions

• Expert opinions

• Test market method (experimental designs)