Smart marketing in Moldova


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Magenta Consulting Study Case for the Business for Youth Training, Moldova, Chisinau, 2010

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Smart marketing in Moldova

  1. 1. Business for Youth SMART Markering in Moldova– Magenta Consulting Study Case By Daniela Munca, PhD
  2. 2. What do these products have in common?
  3. 3. Why do people buy these products?
  4. 4. The Chartered Institute of Marketing <ul><li>  'The management process responsible for identifying , anticipating and satisfying customer requirements profitably ' </li></ul>
  5. 5. Key words <ul><li>Marketing objectives, goals and targets have to be monitored and met </li></ul><ul><li>competitor strategies analyzed, anticipated and exceeded . </li></ul>
  6. 6. Through effective use of market and marketing research an organization should be able to: <ul><li>identify the needs and wants of the customer </li></ul><ul><li>try to delivers benefits that will enhance or add to the customers lifestyle </li></ul><ul><li>ensure that the satisfaction of these needs results in a healthy turnover for the organization </li></ul>
  7. 7. All businesses need to set objectives for themselves or for the products or services they are launching. What does your company, product or service hope to achieve?
  8. 8. SMART objectives <ul><li>1. Specific – Objectives should specify what they want to achieve. 2. Measurable – You should be able to measure whether you are meeting the objectives or not. 3. Achievable - Are the objectives you set, achievable and attainable? 4. Realistic – Can you realistically achieve the objectives with the resources you have? 5. Time – When do you want to achieve the set objectives? </li></ul>
  9. 9. <ul><li>Market share objectives : Objectives can be set to achieve a certain level of market share within a specified time. E.g. obtain 3% market share of the mobile phone industry by 2004. </li></ul><ul><li>To increase profit : An objective maybe to increase sales 10% from 2003 – 2004. </li></ul><ul><li>To survive : The hard times the business is currently in. </li></ul><ul><li>To grow :  The business may set an objective to grow by 15% year on year for the next five years. </li></ul><ul><li>To increase  brand awareness  over a specified period of time. </li></ul>
  10. 10. Research the LOCAL market !!!
  11. 13. Team Work: Task 1 How well do YOU know the Modovan market? <ul><li>Which, in your opinion, is the most frequently visited mall in Chisinau? </li></ul><ul><li>Metro </li></ul><ul><li>Sun City </li></ul><ul><li>Jumbo </li></ul><ul><li>Megapolis Mall </li></ul><ul><li>Elat </li></ul><ul><li>MallDova </li></ul><ul><li>Unic </li></ul><ul><li>Gemeni </li></ul>
  12. 14. According to Magenta …
  13. 15. Task 2 What influences Moldovan consumers’ choice most of all? (2 factors)
  14. 16. What influences Moldovan consumers’ choice most of all? <ul><li>Why is the commercial center Jumbo visited so rarely, even though it placed on the second place in the awareness top? </li></ul><ul><li>Moldovan consumers rely heavily on (1) peer recommendations and on previous positive experience in chosing where to shop. </li></ul><ul><li>Unic (known in the past as the Central Department Store) and Gemeni (known as the soviet brand „ Детский Мир” ) are well known by local consumers as stores with a tradition coming from the old days </li></ul>
  15. 17. The prices of products sold in commercial centers (2) <ul><li>Moldovan consumers perceive the prices in MallDova as high (42%), and accessible only during sales (24%). </li></ul><ul><li>On the second place in the „expensive top” is the center Elat: 39% consider its prices high and 11% believe that they are only accessible during sales. </li></ul>
  16. 18. Task 3 Social Networks and Advertising in Moldova <ul><li>Match the network to the number of visitors </li></ul><ul><li>57% / 19% / 88% / 19% / 27% </li></ul><ul><li>of users </li></ul><ul><li>have access to the internet </li></ul><ul><li> </li></ul><ul><li>registered on </li></ul><ul><li>on </li></ul>
  17. 19. Social Networks and Advertising in Moldova <ul><li>57% of our citizens have access to the internet; 88% are registered on, </li></ul><ul><li>27% on, </li></ul><ul><li> and claim 19% of users each. </li></ul><ul><li>The data was collected through a periodical research Magenta National Screening, carried out on a sample of 1400 respondents, from 24 urban communities of the country. </li></ul>
  18. 21. Task 4: Advertisement characteristics most appreciated by the Moldovan public. <ul><li>Content </li></ul><ul><li>Quality </li></ul><ul><li>Aesthetics </li></ul><ul><li>Humour </li></ul><ul><li>Interesting Subject </li></ul>
  19. 22. Advertisement characteristics most appreciated by the Moldovan public.
  20. 23. Group Discussion : Which advertising campaigns took advantage of these to target their customers? <ul><li>Content </li></ul><ul><li>Quality </li></ul><ul><li>Aesthetics </li></ul><ul><li>Humour </li></ul><ul><li>Interesting Subject </li></ul>
  21. 24. World famous slogans <ul><li>I'd walk a mile for a Camel. </li></ul><ul><li>The pause that refreshes. </li></ul><ul><li>Melts in your mouth, not in your hands. </li></ul><ul><li>Between love and madness lies Obsession. </li></ul><ul><li>Be all that you can be. </li></ul><ul><li>I'm lovin' it. </li></ul><ul><li>Give me a break! </li></ul><ul><li>You deserve a break today. </li></ul><ul><li>Because you’re worth it! </li></ul>
  22. 25. Task 5: Guess the Company / Service / Product <ul><li>1. “11 ani construim fericirea” </li></ul><ul><li>2. “Acum si in Moldova” </li></ul><ul><li>3. «Wine. Culture and Leisure Resort» </li></ul><ul><li>4. “Tot ce-I sic in Chisinau” </li></ul><ul><li>5. “Placerea nu are cuvinte” </li></ul><ul><li>6. “E natural ca-ti place!” </li></ul><ul><li>7. „Te face gospodar!” </li></ul><ul><li>8. “In armonie cu natura – Cu dragoste …” </li></ul>
  23. 27. How do you evaluate the following advertising campaigns? <ul><li>Compania Zorile lansează pentru tine un concurs neobişnuit! Tot ce trebuie să faci, e să trimiţi la adresa electronică [email_address]  o fotografie cît mai interesantă cu încălţăminte.  </li></ul>
  24. 28. <ul><li>Nu mai tine telefonul vechi in sertar - La Orange poti folosi oricand vechiul tau telefon mobil pentru a cumpara unul nou, sau orice alt serviciu Orange. </li></ul><ul><li>Vino in magazinele Orange cu telefonul vechi si bateria incarcata si, dupa ce ii evaluam starea si functionalitatile iti oferim pentru el un cupon. </li></ul><ul><li>Vei putea folosi apoi acest cupon pentru a-ti cumpara un telefon nou sau orice alt serviciu Orange. </li></ul><ul><li>De asemenea, poti folosi acest cupon in calitate de reducere, daca pretul serviciului sau produsului este mai mare decat valoarea telefonului vechi. </li></ul><ul><li>Protejam mediul impreuna - Telefoanele mobile colectate vor fi reciclate. Astfel, chiar daca telefonul tau vechi nu mai functioneaza, poti oricand sa-l aduci in magazinele Orange pentru o reciclare adecvata. </li></ul><ul><li>Disponibil pentru toti - Acest serviciu este disponibil in magazinele directe Orange din intreaga tara, pentru toti doritorii, fie ca sunt clienti Orange sau nu. </li></ul>
  25. 29. <ul><li>C âştigă o călătorie gratuită cu balonul </li></ul><ul><li>Admiră localitatea natală de la înălţime. Conectează-te la Abonament sau PrePay, sau suplineşte-ţi contul cu 100 de lei şi poţi câştiga o călătorie cu balonul gratuită. </li></ul><ul><li>Câştigătorii vot fi desemnaţi în cadrul extragerilor care vor avea loc în ziua lansării balonului în localitatea ta. </li></ul><ul><li>Pe lângă bilete gratuite pentru călătoria cu balonul, în joc vor mai fi puse telefoane mobile şi alte premii de valoare. </li></ul>
  26. 30. <ul><li>Free phone </li></ul><ul><li>Choose a free mobile phone at the account refilling. </li></ul><ul><li>Choose a simple or a more advanced phone, or a phone that supports 3G and has a video camera which will be a subject of envy for your friends. In order to benefit from this campaign, come to Moldcell Center, refill your account with at least 1000 and maximum of 15000 lei, and choose the phone you like relevant to the offer( view the list ). </li></ul><ul><li>Now you can enjoy communication more, because you instantly get a selected mobile phone free of charge and the full amount of sum added to the account! </li></ul>
  27. 31. Task 6: Study case: Team work <ul><li>Select one of the most successful marketing campaigns of all time in Moldova </li></ul><ul><li>Create a formula of success by applying the following graph </li></ul>
  28. 32. <ul><li>Daniela Munca </li></ul><ul><li>[email_address] </li></ul>