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Marketing
          Strategic Marketing Plan
           How to Develop and Use
for Small Business Owners and Entrepreneurs...
Copyright 2010
                                         2
http://marketingplanbook.wordpress.com
Table of Contents
1.   On SME and Entrepreneur Business
2.   Benefits of Marketing Plan e-Book
3.   What is Marketing
4.  ...
E1

                     On SME and Entrepreneur Business
     1.    Small scale business is on the rise.
     2.    Early...
Slide 4

E1        What we can see from the above is that entrepreneurship and small business owners are on the rise. It i...
Entrepreneurial Process and Definition




  The entrepreneurial process starts before the firm is operational. Someone wh...
Benefits of Marketing Plan e-Book
   1.     It is SIMPLIFIED!
   2.     Portable format that you can print, read in laptop...
Future, here I come!
“Let’s make a real difference from now on. You don’t
  have to dream anymore. What you wish is alread...
Marketing

“Nothing beats powerful communication in marketing implementation.” -
Anonymous



                            ...
What Is Marketing



It’s a process of thinking and observing, gathering
 information, process information, slice and dice...
E2

                                              What Is Marketing
                                                      ...
Slide 10

E2         People are so confused about marketing plan. There are too many versions of it (including mine!) but ...
What Is Marketing


  Marketing planning is a repetitive process. It changes
because the customers change. It’s the custom...
E3
                            Marketing is a Business


                                     CORPORATE                   ...
Slide 12

E3         Marketing is about every facet of your business. Failing to recognize that make your business imbalan...
New Marketing Realities
1. Network information information age and mass production,
   mass consumption
2. Globalization t...
E4
      Product Launch People?


           I want to HIRE PRODUCT LAUNCH PEOPLE..
      I want to hire PEOPLE THAT HAVE ...
Slide 14

E4         Firstly you need a Marketing man, not Advertising, PR or product people, not to mention showbiz man! ...
Misconception of
Marketing

“If you fail to plan, you plan to fail.” - Anonymous




                                     ...
Misconception of Marketing
  The funny thing is, it is common to observe misconceptions of
marketing. There are ubiquitous...
Misconception of Marketing
Many of us forget to come back to our customers (which the very reason
 we are in business) and...
Misconception of Marketing
    While this is true in the 1950’s era, today’s marketing is a business
function. There was a...
Misconception of Marketing
  The most common complaint was “late and underperform”. The
 staffs are complainer lots becaus...
Misconception of Marketing
And there is another personnel is to check on daily basis any news featured
about to them. This...
Misconception of Marketing
  The rests in the company are just the order takers. It is believed
that time will come when t...
Segment/     Product     P  lace/     Promotion/
 Market                Distribution   Advertising




                   ...
S6PEC in ONE PAGE
                           BUSINESS GOALS




 Marketing Strategy
-How to achieve the
business goals    ...
S6PEC in Application



Key result for any marketing activity is ACTUAL PURCHASE. If it doesn’t we need to
 change or do o...
S6PEC in Application

But then when you realized you have high brand awareness (people heard or know
  of your brand), but...
E55
                                  S6PEC in Application

              1                       2                    3  ...
Slide 26

E55        The above is to give some ideas what you can do in your existing business or product.
           Let ...
Just in Case



               In case, you don’t have much time and you get this
           material from someone (but do...
Market Summary



Market Review: Past, Present, and Future
o Review changes and updates in market share,
  management, pla...
Segments



Market Opportunities/Business Gap
o Discuss specific market segment opportunities
o Address distribution strat...
Product Definition



Describe the product or service being
marketed
o Ask question, What Why When Where Who and
  How (5W...
Competition


The competitive landscape
o Provide an overview of product competitors, and
  their strengths and weaknesses...
Positioning



Positioning of your product
– Statement that distinctly defines the product in its
  market and against its...
Communication Strategies



Message to your target groups
o One message at a time, don’t confuse your
  customer
o But you...
Packaging



• Product packaging
  – Discuss form factor, pricing, look, and strategy
  – Think on the delivery process
  ...
Launch Strategies



Launch plan
o Ask the 5W 1H questions, make sure you know
  how each of your people job for the launc...
Public Relations



Strategy and Implementation
o PR strategies
o Don’t bother PR if you just started doing business
  bec...
Advertising



Strategy and Implementation
o Use the easiest-to-you-and-customer strategy first
o Slowly builds up
o Spend...
Pricing



Pricing
o Use multiple pricing strategies to the same
  product in the different periods
o Compare to similar p...
Distribution


Distribution strategy
Channels of distribution
o Online, Shoplots, Salesman etc..
o Check your incentives t...
Performance Monitoring


First year targets (half year is applicable too!)
o How much, what’s the achievement?
Additional ...
Conclusion

There is nothing to rush for, but don’t procrastinate too
 much too. If you loan money from someone for your
 ...
S6PEC in ONE PAGE

1.   Marketing Strategy
2.   Marketing Objectives
3.   Marketing Elements:
      1. Segmentation       ...
Get this E-book S6PEC Framework


Buy the complete e-Book only for USD 20 (digital content). You can
         pay using   ...
On Strategy
Title: Strategy B

1.   What Do You Want to Achieve



2.   Current Situation



3.   Goals/Targets



4.   An...
MY
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Marketing Breakthrough S6PEC Framework_An Introduction

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  1. 1. Marketing Strategic Marketing Plan How to Develop and Use for Small Business Owners and Entrepreneurs @ Mike Entreprenovator Copyright 2010 1 http://marketingplanbook.wordpress.com
  2. 2. Copyright 2010 2 http://marketingplanbook.wordpress.com
  3. 3. Table of Contents 1. On SME and Entrepreneur Business 2. Benefits of Marketing Plan e-Book 3. What is Marketing 4. Misconception about Marketing 5. Elements of Marketing a. Market Segment b. Product c. Place/Distribution d. Promotion/Advertising e. Price f. People g. Process h. Environment i. Communication 6. S6PEC In One-Page a. The Simplified Marketing Plan Copyright 2010 3 http://marketingplanbook.wordpress.com
  4. 4. E1 On SME and Entrepreneur Business 1. Small scale business is on the rise. 2. Early-stage entrepreneurial business increases. 3. Significant increase of entrepreneurial business in post crisis. 4. Almost 10% of entrepreneurs engaged in self learning and observing. 5. Many entrepreneurs focus on market expansion activity. 6. Education to be better entrepreneur still lacking but growing fast. 7. Perceive perceptions of entrepreneurship doesn’t mean anything. 8. In growing economies, entrepreneurship is a desirable career choice. 9. Entrepreneurs are engine of growth and contribute to higher GDP. 10. Most entrepreneurs were pulled because of opportunity recognition. 11. About 55% discontinued business because of financial problems. 12. The 25-34 years old age group is the highest to take up entrepreneurship. 13. Innovation is very important in entrepreneurial business. 14. And a lot more….you need to do research to know more… ☺ Copyright 2010 Source: Author interpretation of GEM Report 2008 4 http://marketingplanbook.wordpress.com
  5. 5. Slide 4 E1 What we can see from the above is that entrepreneurship and small business owners are on the rise. It is never too late to be one and join the bandwagon. What is crucial for most small business owners and entrepreneurs are access to knowledge. Have you heard of the “mis-informed case”? Hear how it goes.. Apparently in one of the wars during the old days, a man in Country A heard that the army troops are coming and going to invade his town. He ran home to tell everybody about it but no one seems to believe him. What he did next was he went home and killed everyone of his family members and later killed himself. The truth was, what he heard was just a rumor. The learning from this simple story, we do not want to make decision that are not sure about. We don’t want to be mis-informed because it can be fatal; just like what we hear from the story. The whole idea of Marketing Plan e-Book is to facilitate this need; to educate more entrepreneurs and small business owners and provide simplified knowledge on how to grow their ideas and business. With limited funds, we need to be very careful with what we need to do. A simple e-Book like this will help you at least write down and cover enough bases to start or grow your business. Entreprenovator, 17/1/2010
  6. 6. Entrepreneurial Process and Definition The entrepreneurial process starts before the firm is operational. Someone who is just starting a venture and trying to survive in a very competitive market is an entrepreneur in spite of not having high-growth aspirations. On the other hand, a person may be an established business owner who has been in business for quite a number of years and still be innovative, competitive, and growth minded. This person is also an entrepreneur. Copyright 2010 Source: GEM Report 2008 5 http://marketingplanbook.wordpress.com
  7. 7. Benefits of Marketing Plan e-Book 1. It is SIMPLIFIED! 2. Portable format that you can print, read in laptop and even compose your own slides for presentation to your partners, bosses, directors etc.. 3. Cover all the bases you need in a marketing plan. 4. Affordable source of knowledge! Very cheap! 5. Information provided based on real case studies, happened before, practical approach and honest. 6. One time download, shareable slides for all your business units and staffs. 7. Extra resources on the blog http://marketingplanbook.wordpress.com 8. Another resource blog http://entreprenovator.wordpress.com 9. Written not by academia or journalist but by practitioners! 10. Combined marketing knowledge from all around the world. 11. Nicely presented with diagrams, colors and highlights. 12. Save lots of $$$ for a marketing consultant or anyone so called consultant! 13. Save lots of $$$ on marketing software, licensing and applications!! 14. Step by step approach. 15. Post worldwide-crisis marketing approach which focus on what-works and profit centric! 16. You can make an income from this book by joining the affiliate program! ☺ Copyright 2010 For any further inquiry, please do not hesitate to contact us at entreprenovators@gmail.com 6 http://marketingplanbook.wordpress.com
  8. 8. Future, here I come! “Let’s make a real difference from now on. You don’t have to dream anymore. What you wish is already here. Let’s make sure you can start your business real soon. You will save $$$ for writing your own Strategic Marketing Plan. Let’s begin.” Copyright 2010 7 http://marketingplanbook.wordpress.com
  9. 9. Marketing “Nothing beats powerful communication in marketing implementation.” - Anonymous Copyright 2010 8 http://marketingplanbook.wordpress.com
  10. 10. What Is Marketing It’s a process of thinking and observing, gathering information, process information, slice and dice with few analysis, map it to your business goals, churn out some strategies to get attention from your targeted customers (segments). The end results of marketing are profits creation and business survival. Copyright 2010 9 http://marketingplanbook.wordpress.com
  11. 11. E2 What Is Marketing Many struggle and sometimes fail to see that Think our businesses are all about the customers . & Observe Gather Implement Information PROFITS IT’S THE SURVIVAL CUSTOMER, STUPID!! Create Process Strategies Information If your business does not give sizable profits for you to survive, obviously you need to do Map to something about it including cutting your losses Business Analyze Goals i.e. close shop. Copyright 2010 10 http://marketingplanbook.wordpress.com
  12. 12. Slide 10 E2 People are so confused about marketing plan. There are too many versions of it (including mine!) but let me tell you what I am trying to do here. Am going to give you the most simplified, picture-based and gist of how to develop and use your marketing plan. Even during one session that I had with some MBA students, they get freaked out when they hear marketing plan and another set of group who aim to be the consultant started to profess all the jargons and theories of marketing. I chewed both of them! Let’s get to work and be real I said. Oft times business owners get the consultant to do it and only realizes that it is not implementable because the consultant is not a business owner. A real business owner, if you ever met them are super real people. They are realistic to the extent they don’t need almost anything. But that was traditional type of business owners. Today’s world demand us to work and leverage with other people or knowledge so we can become better and achieve faster results. The above show a simple marketing processes. This process varies depending on your business specific, but generally it touches all of the above aspects. If you can see, the focus is always on the customer. If you don’t do it for the customer, you are not doing the right thing. Even an NGO has to focus to its customer. Peter Drucker once said, “An NGO business is more difficult to manage because they don’t have bottom line or profit target!”. Lucky we are not in the business!! If you are, I think you should start setting some goals (numerical) and watch the results manifold. Entreprenovator, 17/1/2010
  13. 13. What Is Marketing Marketing planning is a repetitive process. It changes because the customers change. It’s the customer, stupid! It is supremely important to understand really well that marketing must surround the customers, not the products. Nonetheless the ability to produce what the customer wants is also very important but that will come after we truly understand what the customers want. Marketing is like a rubber band that binds everything in your company. From finance, human resource, production, administration, sales etc... Copyright 2010 11 http://marketingplanbook.wordpress.com
  14. 14. E3 Marketing is a Business CORPORATE ALL these, needs to be COMMUNICATION managed and fall under VENDORS marketing concerns, if not TECHNICAL job. It is marketing IT SUPPORT SUPPORT responsibility. WEBSITE/BLOG HUMAN RESOURCE OTHERS DELIVERY SERVICE SALES MANUFACTURING PRODUCT CUSTOMER BUSINESS PROCESS PACKAGING SERVICE FINANCE MANAGEMENT BRANDING COMPANY POLICY SPOKEPERSON Copyright 2010 12 http://marketingplanbook.wordpress.com
  15. 15. Slide 12 E3 Marketing is about every facet of your business. Failing to recognize that make your business imbalance. But of course you don’t have to focus on all thing in the name of marketing. I tried that before and I failed miserably!!! Now that I have just told you about it, you just save $50, 000! Yes, it cost me that much. I recently attended a business brainstorming. The idea owner wanted to start something and as usual it gets wild and wilder until he suddenly owns a few big businesses. I stopped him and asked “why don’t you focus on your core thing first?”. And grow it for few years and then add on other stuffs that he dreamed about. His answer was, “I don’t know how to write a marketing plan!”. Because of this consistencies that I always get, I came up with this Marketing Plan e-Book. I guess it’s the universe calling for me! J Entreprenovator, 17/1/2010
  16. 16. New Marketing Realities 1. Network information information age and mass production, mass consumption 2. Globalization technological advances in transportation, shipping and communication. 3. Privatization convert state-owned company to private to increase efficiency. 4. Industry convergence multi industry converge and create new products / services. 5. Deregulation many countries deregulated to create more opportunities 6. Retail transformation entrepreneurial retailers / businessman are on the rise (Entreprenovator!!) 7. Disintermediation direct to customers such as online business 8. Heightened competition rising cost, shrinking profits and powerful competitors. Copyright 2010 13 http://marketingplanbook.wordpress.com
  17. 17. E4 Product Launch People? I want to HIRE PRODUCT LAUNCH PEOPLE.. I want to hire PEOPLE THAT HAVE EXPERIENCED IN ADVERTISING.. I want people that HAVE BRAND EXPERIENCE.. I want someone that works in PUBLIC RELATION Marketing Man needs to have business sense. If you hire showbiz marketing man, you surely will get the show but at loss! You end up promoting your marketing manager/director more than the products! Copyright 2010 14 http://marketingplanbook.wordpress.com
  18. 18. Slide 14 E4 Firstly you need a Marketing man, not Advertising, PR or product people, not to mention showbiz man! Marketing needs someone who can understand, chew, work and convince the management about how to approach marketing. The marketing manager/director needs to see the business in totality; not just his own territory. The above a real case when at one time I was applying a Marketing Manager job. They told me I don’t have product experience and I don’t come from brand agency. The good news was, I am glad I wasn’t in that part of business thought it would have increased my potential to getting the job. I am not a showbiz guy, I am a boring guy with an interesting approach to my work because I love my work. I can make business sense out of every business and understand the gist of it. I am not a subject matter expert either. By the end of that interview, one thing I am glad they picked up was, “ I think you are more marketing strategist than product launch person.” I am really glad they exactly grasped what I am trying to tell them. Obviously they should refine the job title as “Product Launcher or Product Manager”. :P Entreprenovator, 17/1/2010
  19. 19. Misconception of Marketing “If you fail to plan, you plan to fail.” - Anonymous Copyright 2010 15 http://marketingplanbook.wordpress.com
  20. 20. Misconception of Marketing The funny thing is, it is common to observe misconceptions of marketing. There are ubiquitous. While many actually aware that the new customers are demanding and very different (because we wear customer hat too!), but when it comes to their own organization, many business chiefs have no clue where to start. Many also still holding on old mantras from old eras and watch their sales dwindled. What they normally say is, ‘Increase marketing!!”. What they mean by increase marketing is usually increase sales people, increase advertising, increase commission, launch new product, expand territory, cut down training, slash cost, cut salary, work longer hours, use manual processes and many more. I am sure many of you also fall into this trap. One big thing they forget, “it’s the customer stupid!”. The new age customers are unpredictable and everywhere!! Do you agree? Copyright 2010 16 http://marketingplanbook.wordpress.com
  21. 21. Misconception of Marketing Many of us forget to come back to our customers (which the very reason we are in business) and ask them what exactly they want from us. From my observation, more than 50% of companies don’t track their customer’s purchases. Because of that they can’t track the purchasing patterns. And because of that when there is new product launch, they are struggling to find people to buy and try. The biggest sin of all is not to ask to our current customers why they buy from us. Let’s don’t make the same mistake. Track your customer’s purchase please. Another misconception on marketing is “it’s a department that deals with buntings, brochures, printing and press conferences.”. If you suddenly say that this is what your marketing department does, don’t tell me you are in the marketing department. By the way, if you are in that kind of marketing department, you definitely just made a breakthrough by purchasing this material. ☺ Congratulations!! If you are about to start your business, don’t repeat the same mistake. Copyright 2010 17 http://marketingplanbook.wordpress.com
  22. 22. Misconception of Marketing While this is true in the 1950’s era, today’s marketing is a business function. There was a consulting company that claim to their clients to be specializing in e-business, but fail to have their own website equipped with e-business functionalities and tools. The worst is when the website always jammed because the hosting it uses is the lousiest in town. So what kind of credibility is that? And how to market “e-business specialist” when you can’t even fix your own house? Let’s take a look on how their marketing department works. The department consists of 4 personnel. The manager deals with endless press conferences and social events. Wherever the GM will be, there will be some news about her. Whenever there is launch of new product, the GM will be there and officiate and the next thing you know that news will be distributed to few countries where the company has businesses. Good? Yes, until you ask the actual customers who buy their product. Copyright 2010 18 http://marketingplanbook.wordpress.com
  23. 23. Misconception of Marketing The most common complaint was “late and underperform”. The staffs are complainer lots because their bosses “over promise and under deliver” the customers. As a result they are not motivated to work and always criticized by the customers. When things go awry, the GM will interfere and diplomatically swept the problems under carpet. And this has been going on for long time and the marketing has nothing to do with it (that’s what they said). Are you familiar with this kind of approach? They need to be rejuvenated. Another personnel in the marketing department deals with graphic design. He will design 1001 things squeezing his creative juice but only to find out that the bosses only like certain type of designs. So to make his job easier, he only follow what his boss wants instead of the customers. Copyright 2010 19 http://marketingplanbook.wordpress.com
  24. 24. Misconception of Marketing And there is another personnel is to check on daily basis any news featured about to them. This is a good intelligence work but what they do after that with all those paper cuts? Collectibles and get dusted. The funny part was are not about competitive updates. There is no new product specifications by other competition, new players in the market, new technology adopted and R&D items. There are all PR works. And worse of they forget to cut about their clients. All these “phonies” you can observe mostly in a mammoth, once-succeed company and high growth industry. In fact in some multinational corporations (MNCs), it is so centralized that only the few top executives make decision for the entire strategies for the companies. This also includes marketing strategy. How can the few top executives that mostly in the high office can know about their customers? Do they have a comprehensive marketing information system (MIS)? Not really. Sometimes we don’t know what we don’t know. Hey, don’t make the same mistakes. Copyright 2010 20 http://marketingplanbook.wordpress.com
  25. 25. Misconception of Marketing The rests in the company are just the order takers. It is believed that time will come when the small business (like your’s and mine) are the big business because of their ability to change and agility to move forward. I think we are experiencing it already. This thought can be observed from Jacques Barzun on what is lacking: “I grieve to see the most advanced physical and social organization of the last century go down in shabby disgrace for lack of the same comprehensive imagination that built it up. What is lacking is the will of the companies to survive and to satisfy the public inventiveness and skill.” (marketing myopia- Theodore levitt) Copyright 2010 21 http://marketingplanbook.wordpress.com
  26. 26. Segment/ Product P lace/ Promotion/ Market Distribution Advertising Communication Price People Process Environment Summary “Gifts are like hooks.”- Martial (A.D. 86) Copyright 2010 22 http://marketingplanbook.wordpress.com
  27. 27. S6PEC in ONE PAGE BUSINESS GOALS Marketing Strategy -How to achieve the business goals Marketing Budget -what do we need? -Revenue projection -P&L Marketing Objectives -How much? MKTG -What measure? PLAN Marketing Elements Monitoring & Controls -Segment -Correction Plan -Product -Place -Promotion -Price -People -Process -Environment -Communication Copyright 2010 23 http://marketingplanbook.wordpress.com
  28. 28. S6PEC in Application Key result for any marketing activity is ACTUAL PURCHASE. If it doesn’t we need to change or do other activity. Nonetheless there are also other sub-measurement such as click rates, inquiry, trial, redeem and many more. It depends on what type of campaigns or activities that you do. Different marketing activities and strategies will give different results. Let say after few marketing activities, then you examined that you have low brand awareness. You can remedy this by improving your media selection and increase a little bit on your marketing budget. You also want to consider advertise a little bit more. Show the presence. A small advertisement but in 10 places are a lot better than 1 supersize advertisement in just one place. Copyright 2010 24 http://marketingplanbook.wordpress.com
  29. 29. S6PEC in Application But then when you realized you have high brand awareness (people heard or know of your brand), but attitude and purchase don’t follow suit. At this juncture you need to do a little bit of positioning. In other words you are trying to send a message to your target group of what your product can do for them. After positioning, if you still experience weak sales then you probably want to check your pricing or distribution. Talking about distribution, this is where multi-level- marketing (MLM) beats many of us. They have very strong network and distributors (agents). Finally if you have achieved high brand awareness, positive attitude, actual purchase happened but then low repeat purchase in the usual sales cycle, time to check your product quality or performance. These are some real-life examples and remedies for your marketing activities. One key secret is to always going back to S6PEC. Copyright 2010 25 http://marketingplanbook.wordpress.com
  30. 30. E55 S6PEC in Application 1 2 3 4 Negative attitude Strong brand Strong sales but Low brand and low purchase awareness, but low repeat awareness intention weak sales purchase Improve media Product quality Brand positioning Test different pricing selection issue Test to different Increase advertising Focus on benefits Increase trials niches Create positive Increase frequency Increase distribution Purchase points environment Copyright 2010 26 http://marketingplanbook.wordpress.com
  31. 31. Slide 26 E55 The above is to give some ideas what you can do in your existing business or product. Let say you have Low Brand Awareness, you have three areas to look into. Improve media selection Increase advertising Increase frequency Same goes with the rest. These are quick tips for you. You don’t have to follow exactly like the above and I encourage you to mix-match depending on what you need and suitable for you. Entreprenovator, 17/1/2010
  32. 32. Just in Case In case, you don’t have much time and you get this material from someone (but don’t cheat and promise you will come back and review all the slides!), you can straight away use the following slides to develop and use your marketing plans. But make sure you come back and enhance it, because a good marketing plan is adaptive to the changing time. Cheers! “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” – Charles Darwin Copyright 2010 27 http://marketingplanbook.wordpress.com
  33. 33. Market Summary Market Review: Past, Present, and Future o Review changes and updates in market share, management, players, market shifts, new trends, costs, pricing, advertising and distribution o Do a simple diagram of Past, Present and Future o If it’s your new business, based in on your observation Copyright 2010 28 http://marketingplanbook.wordpress.com
  34. 34. Segments Market Opportunities/Business Gap o Discuss specific market segment opportunities o Address distribution strategies for those markets or segments o What’s the gap? o How you can fill the gap? Copyright 2010 29 http://marketingplanbook.wordpress.com
  35. 35. Product Definition Describe the product or service being marketed o Ask question, What Why When Where Who and How (5W 1H) o Write them down Copyright 2010 30 http://marketingplanbook.wordpress.com
  36. 36. Competition The competitive landscape o Provide an overview of product competitors, and their strengths and weaknesses o Position each competitor’s product against your new product o Also observe other complementing or substituting products and take notes Copyright 2010 31 http://marketingplanbook.wordpress.com
  37. 37. Positioning Positioning of your product – Statement that distinctly defines the product in its market and against its competition over time – Don’t crack your head, “how is your product better to the customer?” Consumer promise – What is it that you want to deliver? – How your customer can benefit from using it? Copyright 2010 32 http://marketingplanbook.wordpress.com
  38. 38. Communication Strategies Message to your target groups o One message at a time, don’t confuse your customer o But you can have multiple promotions at one time, the one message is “PROMOTION” Target customer demographics o Their age, income group, gender, location, why do you think they will buy? Copyright 2010 33 http://marketingplanbook.wordpress.com
  39. 39. Packaging • Product packaging – Discuss form factor, pricing, look, and strategy – Think on the delivery process – If you don’t have delivery service, then think how your customer is going to get access to your product – Product performance also is a packaging. So you induce repeat purchase Copyright 2010 34 http://marketingplanbook.wordpress.com
  40. 40. Launch Strategies Launch plan o Ask the 5W 1H questions, make sure you know how each of your people job for the launch o Over communicate! Promotion budget o Spend with what you can afford. You still have a long way to go Post launching monitoring and plan Copyright 2010 35 http://marketingplanbook.wordpress.com
  41. 41. Public Relations Strategy and Implementation o PR strategies o Don’t bother PR if you just started doing business because there is a huge chance that your product needs to be modified o PR can be expensive such as sponsorship, sponsor only that aligns with your product values and message o Don’t overspend!! Copyright 2010 36 http://marketingplanbook.wordpress.com
  42. 42. Advertising Strategy and Implementation o Use the easiest-to-you-and-customer strategy first o Slowly builds up o Spend with what you can afford o Your product performance is also a form of advertising o Create the need to repeat purchase such as coupon, voucher, add-on, membership etc.. Copyright 2010 37 http://marketingplanbook.wordpress.com
  43. 43. Pricing Pricing o Use multiple pricing strategies to the same product in the different periods o Compare to similar products in the market Policies o Have pricing policies so you know where is your minimum and maximum (and your profits too!!) Copyright 2010 38 http://marketingplanbook.wordpress.com
  44. 44. Distribution Distribution strategy Channels of distribution o Online, Shoplots, Salesman etc.. o Check your incentives too! Distribution by channel o (use mix distribution) Copyright 2010 39 http://marketingplanbook.wordpress.com
  45. 45. Performance Monitoring First year targets (half year is applicable too!) o How much, what’s the achievement? Additional year targets o Is it realistic? Then stretch it a bit. Aha! What else do you need to make it more successful? o Resources? Copyright 2010 40 http://marketingplanbook.wordpress.com
  46. 46. Conclusion There is nothing to rush for, but don’t procrastinate too much too. If you loan money from someone for your business, you need to tighten your seat belt now and focus on your business. Don’t forget to smell the roses along the way. I can assure you a wonderful journey and wish you a blissful experience!! Don’t change your goals/dreams, change the platforms. You will thrive and the rest let the universe decides. Future, here I come! ☺ Copyright 2010 41 http://marketingplanbook.wordpress.com
  47. 47. S6PEC in ONE PAGE 1. Marketing Strategy 2. Marketing Objectives 3. Marketing Elements: 1. Segmentation 6. People a. Segment & Business Gap 1. People Management b. How to Segment 2. People’s Motivation c. Segmentation Strategy 7. Process d. Market Research 1. Process Strategies e. Positioning & Value 2. Process Management Propositions 8. Environment 2. Product 1. Current Market Position 1. Product Levels 2. Trends 2. Product Development 3. Government Policies 3. Product Design 9. Communication 3. Place/Distribution 1. Action Plans 1. Distribution Channels 2. Goals Setting 2. Sales Plan 4. Marketing Budget 4. Promotion/Advertising 1. Revenue Projection 1. Promotional Plan 2. Profit and Loss 2. Advertising Approach 5. Monitoring and Control 5. Price 1. Correction Plan 1. Pricing Strategies 2. Pricing Method 3. Margins and Commissions Copyright 2010 42 http://marketingplanbook.wordpress.com
  48. 48. Get this E-book S6PEC Framework Buy the complete e-Book only for USD 20 (digital content). You can pay using to ba3aadmin@gmail.com (KHAIRUL ANWAR KAMARUDIN). Want to have more content freely? Visit our blogs http://marketingplanbook.wordpress.com and http://entreprenovator.wordpress.com See you soon!! Copyright 2010 43 http://marketingplanbook.wordpress.com
  49. 49. On Strategy Title: Strategy B 1. What Do You Want to Achieve 2. Current Situation 3. Goals/Targets 4. Analysis 5. Proposed Solutions 6. Action Plan 7. Follow Up Copyright 2010 44 http://marketingplanbook.wordpress.com
  50. 50. MY NEXT BOOK? Thank You Segment/ Product Place/ Promotion/ Market Distribution Advertising Communication Price People Process Environment ABOUT ME http://entreprenovator.wordpress.com Copyright 2010 45 http://marketingplanbook.wordpress.com
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