Marketing Power Sample Slides
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Transcript of Marketing Power Sample Slides
MARKETING MARKETING POWERPOWER ™™
THE STRATEGIES, TECHNIQUES, AND
TACTICS OF SUCCESSFUL COMPANIES
Five Step Marketing Plan
Marketing Objectives
1
Marketing Strategy
3
Financials
4
Controls
52
Situation Analysis
Five elements to drive successful marketingcampaigns in your organization
Marketing Objective
2
Marketing Objectives
1
Marketing Strategy
3
Financials
4
Controls
5
Situation Analysis
Step 1: Define your marketing objectives.
CurrentSituation
List three areas in need of
improvement.
Exercise 1
DesiredSituation
What changes would you like
to make?
SMART Objectives
Convert these three ideas into
SMART objectives.
2
Top Seven Benefits of a Written Marketing Plan
1
Reduces internalconflict
between managers
3 4 5 6 7
Improves communication
Facilitates change
Forces management
to think systematically
and strategically
Helps the
leader develop logical
marketing goals Increases
management focus on
strategic objectives
Enhances employee
understandingof
organization direction
Strategic Planning
1. Determine Your Mission
and Objectives
3. Formulate Strategies
2. Do an Environmental
Scan
4. Implement Strategies
5. Evaluateand Refine
The Marketing Mix
Product Price Placement
FinancingValue
DistributionSales Affiliates
Locations &Delivery
Promotion
Features &Benefits
AppearanceQualityGuaranteesServiceProduct Support
Discounts & List Price
MediaMessage
PackagingJoint VenturesAdvertisingPublic Relations
Product IntroductionProduct Life Cycle Stages
Price:- high cost, low sales- little or no competition- low price to build market share quickly
Product- protected by patents, copyrights and trademarks- branded to distinguish it in the marketplace- a quality level is established
Stage 1
TM
Product MaturityProduct Life Cycle Stages
Price- costs are very low- sales volume peaks- competition forces price drop - most profitable stage
Product- features/services are added to differentiate the product
Placement- peaks with maximum availability
Promotion- reminder advertising helps maintain mindshare
Competition increases as others enter the market.
Stage 3
High Speed
Internet
Product DeclineProduct Life Cycle Stages
Placement- market saturation and peak availability in the maximum number of outlets
Promotion- product differentiation to distinguish their product from the competition
Few products survive this stage. Notable exceptions are Coca-Cola®, Ivory Soap®, and the Swiss Army Knife®.
Stage 4
The Value of Marketing Research
Accuracy of information
Cost of information
Willingness to act on findings
How current the information is
Absence of bias
Marketing Research ChecklistThe 3 Cs
Company Customers
Needs Wants Attitudes Demographics Purchasing PatternsPrice Point
Competitors
Product Services Corporate Culture Profitability Strengths and Weaknesses
Product Services Corporate Culture Profitability Strengths and Weaknesses
Assessing the Playing FieldThe 3 Cs: Key Information
RecapKnow Your Company
Know Your Customer
Situation
Places to Look
Plan For
Know Your Competition
How You Operate
Strengths and Weaknesses
Future Investment
The distance between your company’s self- perception and
what you desire is an essential measurement.
Make a plan to bridge the gap.
Analyze Your Company
SWOT Analysis
Threats
WeaknessesStrengths
Opportunities
Exte
rnal
Inte
rnal
Helpful Harmful
SWOT Analysis
Opportunities provide newareas for growth and profit. New technology Free trade An unfulfilled customer want or need New use for your product
Exte
rnal
Opportunities
Ask TenPeople WhatThey Think
Don’t wait for formalmarket research. Rollup your sleeves and asyour customers whatthey think of yourproducts and services.
Don’t spend your time inanalysis paralysis.
Maslow’s Hierarchyof Needs
Physical Needs
Safety Needs
Social Needs
Self-esteem
Self- actualization
Living up to one’s potential; self-fulfillment
Family, friendship, sense of belonging
Avoiding harmful situations
Air, food, warmth, shelter, conveyance
Self-respect, recognition, prestige, success
Five Phases of Consumer Buying Behavior
Problem recognition
Search for solutions
Evaluation andchoice of alternatives
Post-purchase assessment of product or service
Post-purchase behavior
A promotional strategy has to attract buyers in the second
phase.
If they can’t find you,they will buy somewhere else. 1.
2.
3.
4.
5.
Calculate the lifetime value of a customer to your company’ssales volume and profitability.
Determining A Customer’s Lifetime Value
A. Average sale (divide annual sales by number of sales)B. Number of annual transactions made by the average customer
D. Average number of referrals made by each customer annuallyC. Average number of years a customer buys from your company
E. Total annual purchases made by the average customer (A X B)F. Lifetime purchases (E X C)G. Potential sales volume from referrals (F X D)
Total lifetime value of the customer to your company (F+G)
$50452
$200$1,000$2,000
$3,000
Competitive Analysis Matrix
Product/Service
OurCompany
Competitor1
Widgets
Sprockets
Gadgets
Competitor 2
QualityServiceWarranty
QualityServiceWarranty
QualityServiceWarranty
233
432
Competitor 3
533
QualityServiceWarranty
QualityServiceWarranty
QualityServiceWarranty
452
452
451
QualityServiceWarranty
QualityServiceWarranty
QualityServiceWarranty
111
233
233
QualityServiceWarranty
QualityServiceWarranty
QualityServiceWarranty
515
555
555
List top three in each category with a performance ratingbetween 1 (the lowest) and 5 (the highest).
Effects of E-Commerceon Price
Trend Alert: Greater Price Transparency Buyers get Instant Comparisons
Pricescan.comPriceline.com
Your Company’s Variables inPlace1. Location
2. Where/how it is sold
3. Where is productplaced on a shelf
4. How is productaccessed viawebsite links
5. Where is servicelocated related to customers
Compelling Reasons
For your customers to do business
with you
Effective Communication
Problem Solving
Ask Yourself
With your customers
Approach integrated into
the development of your products
Visit us at www.speechesforcoaches.com to review our suite of seminar speaker materials or contact us.
Jon T. Newsome
President – Presentation Partners, Inc.
770-614-4146
— THE METHODOLOGY —