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Marketing for Small Business

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Week One of my 8 week course on marketing for small business

Week One of my 8 week course on marketing for small business

Published in: Business, News & Politics

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  • Who might Tweet if they lived in the modern age?
  • Transcript

    • 1.  
       
       
      Marketing for
      Small Business
    • 2. ‘You cannot control you own future. Your destiny is not in your hands.
      It is in the hands of the irrational consumer and society.
      The changes in the needs, desires and demands will tell you where you must go.
      You must feel the pulse of change on a daily, continuous basis.
      Intense curiosity, observe events, analyse trends, seek the clues of change,
      And translate those clues into opportunities.’
      Michael Karni
    • 3. Week One
       
      Introduction
      What is Marketing?
      Why is Marketing important?
      Analysis of Historical Data
      Market Trends & Consumer Insights
      Competitor Analysis
      Establishing Business & Marketing Objectives
      Homework
    • 4. Introduction
       
      Introduce Yourselves
      Name
      Business
      Business/Work History
      Family
      What Your Understanding Of Marketing Is?
      What Has Your Business Done When It Comes To Marketing?
      What are your objectives from this course?
      Something no-one knows about you
    • 5. About Me
      36
      Born in Bromley, Kent
      Moved to Australia in 2003
      Director of TwoCents Group - creative marketing & advertising agency
      Branding
      Graphic Design
      Marketing Consultancy
      Advertising Campaigns
      Social Media
      Previous jobs
      Marketing, branding and advertising
      Social networking
       
    • 6. What is Marketing?
    • 7. What is Marketing?
       
      Definition
      7Ps
      • Product – tangible or intagible; life-cycle; differentiation required
      • 8. Price – determined by numerous things – market share, competition, costs, branding and customers perceived value
      • 9. Place – distribution channels
      • 10. Promotion – this is why we’re here!
      • 11. People – all stakeholders
      • 12. Process – the procedure by which the services are used
      • 13. Physical Evidence – the circumstances in which the product or service is delivered.
      Marketing Misconceptions
      • Marketing confused with selling
      • 14. Marketing supports manufacturing
    • What is Marketing?
       
      Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.
      Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and its profit potential.
      It pinpoints the market segments that the company is capable of serving best and it designs and promotes the appropriate and services.
    • 15. My definition
       
      Marketing is the process of communication between a brand or a company and all of its stakeholders.
    • 16. Why is communication so important?
       
      Human beings have an in-built need to communicate.
      1st Information Communication Revolution: pictographs, carved on stone, too heavy to move
      2nd Information Communication Revolution: alphabets, paper, wax, uniform language across large distances; printing press
      3rd Information Communication Revolution:  information transferred through waves and electronic signals
    • 17.
    • 18. Email
      Marketing
      Digital
      Networking
      Social
      Media
      Partners
      PR
      Advertising
      Internal
      Brand
    • 19. Marketing Concepts
       
      Segmentation
      Targeting
      Positioning
      Needs
      Wants
      Demand
      Offerings
      Brands
      Value and satisfaction
      Exchange
      Transactions
      Relationships and networks
      Channels
      Supply Chain
      Competition
      Environment
      Marketing programs
    • 20. Key Processes
       
      Indentify opportunity
      New Product Development
      Attracting customers
      Customer retention and loyalty building
      Order fulfillment
    • 21. Core Marketing Principles
      The centre of all marketing planning are the customers, the competition and your suppliers.
      Apply segmentation to your market and go after the promising segmentation
      For each target market, research needs, perceptions, preferences and buying processes
      Win by carefully defining, creating and delivering a superior value promise.
    • 22. Why is Marketing important?
       
      Marketing must play lead role in developing business strategy
      “A company has only two basic functions: innovation & marketing” – Peter Drucker
      Marketing senses people’s unfulfilled needs and creates new and attractive solutions – iTunes – in some circumstances, marketing senses needs that consumers haven’t even thought of as a need.
    • 23. Analysis Of Historical Data
       
      To know where you’re going, look where you’ve been.
    • 24. Market Trends & Consumer Insights
       
      Power has shifted from suppliers to consumers – why?
      What is your market worth?
      Is it increasing or decreasing?
      What is your share worth? Locally? Nationally?
      What is a trend?
      Local trends
      Megatrends
      Trend change is becoming faster – how do you stay on top of them?
      What is a consumer insight?
      Example: Golden age spending
    • 25. Competitor Analysis
       
      Why analyse your competitors?
      Benchmarking
      Definition
      Direct & Indirect competitors
      SWOT Analysise
    • 26. Establishing Business &
      Marketing Objectives
       
      What are your business objectives?
      What are your marketing objectives?
    • 27. Homework
       
      Detail your top five business objectives
      • For the next 12 months
      • 28. For the next 5 years
      Competitor Analysis
      • List 5 competitors – local, national, direct and indirect
      • 29. SWOT analysis of one competitor
      Market Trends
      Consumer Insights
    • 30. People trust 'real friends' for recommendations
       
       
       
      http://www.helphive.com/business-central/tag/customer-recommendations/