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CONSUTLGEAR.COM
CONSUTLGEAR.COM
CONSUTLGEAR.COM
Maslow pyramid
                                   Morality,
  Self-Actualization               creativity,
                                   prejudice
                                  Self-esteem,
                                  confidence,
  Esteem                         achievements,
                                    respect

                              Friendship, family,
  Love, belonging              sexual intimacy


                        Security of: body, employment,
  Safety                resources, morality, the family,
                               health, property


  Physiological needs   Breathing, Food, Sexual activity


CONSUTLGEAR.COM
Focus on        Profit driver                     Period
     Production      Production methods                till 1950’s
     Product         Product quality                   till 1960’s
     Sales           Sales methods                     till 1970’s
     Marketing       Customers needs and wishes        from 1950’s
     Marketing 2.0   Needs and necessities creation    XXI century


     Focus on        Profit driver                     Period
     Contact         Building and keeping good
                                                       from 1960’s
     management      relationships with customers
     Industrial      Building and keeping good         from 1980’s
     marketing       relationships between companies
     Social
                     Benefit to society                from 1990’s
     marketing


CONSUTLGEAR.COM
SIVA Method                 4 “Р” of Marketing
                        Solution   Product
                     Information   Promotion
                          Value    Price
                        Access     Placement

                                   People
                                   Process
                                   Physical Evidence




CONSUTLGEAR.COM
Product
                     Analyses          PR          Advertising
     Management
     Development       Market        Internal        Strategies
         Tests         Trends       External        Awareness
      Evaluations   Market niches   Interviews       Channels
     Management      Positioning     Events      Targets, efficiency
      Promotions    Competition       News       ATL, BTL, Guerilla
       Life cycle      Prices        Image            Internet




CONSUTLGEAR.COM
SWOT analysis
                  Competitor                                  My Company

    Strengths           Weaknesses                    Strengths      Weaknesses




   Opportunities           Treats                   Opportunities      Treats




                           Advantages, Focus, Market niche




CONSUTLGEAR.COM
Segmentation

    Geographical
    country, region, city, town, etc.

    Psychographic
    personality traits or character traits which influence consumer behavior

    Demographic
    age, gender, socio-economic class, etc.

    Behavioral
    brand loyalty, usage rate, etc.




CONSUTLGEAR.COM
Segmentation – an example


   Segment/                                                                 Market size,
                    Park      Zoo      Theatre   Cinema   Disco    Cafe
   needs                                                                    K customers

   Rural areas       No        No        No       High      No      Low        1 000

   Resorts,
                     No       Low       Low       High    Average Average       70
   small towns

   Average towns   Average   Average   Average    High     High   Average       20

   1M+ towns        High      High      High      High     High    High          7




CONSUTLGEAR.COM
Segmentation – another (real) example
 Segment/                                                                      Market,
                       Internet   Phone   VPN    Optic   Back-up    SMS
 needs:                                                                      K customers

 Tele workers           High       No     No     High      No        No         400

 Home internet users     No        No     No     High      No       High       1 000

 Public Places           No        No     Low    High      No       High         1

 Hosting companies,
                         Low      High    High   High     Low        No         0,05
 Data Centers

 Computer resellers     High      High    High   High     High       No         N/A

 Financial companies    High      High    High   High     High      Low         0,05

 Big companies with
                        High      High    High   High     High     Average       5
 branches

 Government             High      High    High   High     High      High         1

CONSUTLGEAR.COM
Target
    DAMP acronym
    Discernable
    How a segment can be differentiated from other segments.
    Accessible
    How a segment can be accessed via Marketing Communications produced by a company.
    Measurable
    Can the segment be quantified and its size determined?
    Profitable
    Can a sufficient return on investment be attained from a segment's servicing?

    Differentiation
    Undifferentiated
    Where a company produces a like product for all of a market segment.
    Differentiated
    In which a firm produced slight modifications of a product within a segment.
    Niche
    In which an organization forges a product to satisfy a specialized target market.

CONSUTLGEAR.COM
Product Matrix
                                                        Big
                           Home users   SOHO   SMB               Govern
                                                     Corporate
      TV

      SMS

      3G Data

      GSM

      Fiber Optic

      DSL

      Back-up

      Security

      Video Surveillance

      Real Time recoding
CONSUTLGEAR.COM
 Cost

     Average Revenue Per User (ARPU)

     Margin – Net, Gross

     Efficiency

     Churn, Customer Relation Management

     Value Added Services (VAS)

     Earn Before Interest and Taxes (EBIT)

     Earn Before Interest , Taxes, Depreciation and Amortization (EBITDA)


CONSUTLGEAR.COM

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Marketing For Rookies

  • 4. Maslow pyramid Morality, Self-Actualization creativity, prejudice Self-esteem, confidence, Esteem achievements, respect Friendship, family, Love, belonging sexual intimacy Security of: body, employment, Safety resources, morality, the family, health, property Physiological needs Breathing, Food, Sexual activity CONSUTLGEAR.COM
  • 5. Focus on Profit driver Period Production Production methods till 1950’s Product Product quality till 1960’s Sales Sales methods till 1970’s Marketing Customers needs and wishes from 1950’s Marketing 2.0 Needs and necessities creation XXI century Focus on Profit driver Period Contact Building and keeping good from 1960’s management relationships with customers Industrial Building and keeping good from 1980’s marketing relationships between companies Social Benefit to society from 1990’s marketing CONSUTLGEAR.COM
  • 6. SIVA Method 4 “Р” of Marketing Solution Product Information Promotion Value Price Access Placement People Process Physical Evidence CONSUTLGEAR.COM
  • 7. Product Analyses PR Advertising Management Development Market Internal Strategies Tests Trends External Awareness Evaluations Market niches Interviews Channels Management Positioning Events Targets, efficiency Promotions Competition News ATL, BTL, Guerilla Life cycle Prices Image Internet CONSUTLGEAR.COM
  • 8. SWOT analysis Competitor My Company Strengths Weaknesses Strengths Weaknesses Opportunities Treats Opportunities Treats Advantages, Focus, Market niche CONSUTLGEAR.COM
  • 9. Segmentation Geographical country, region, city, town, etc. Psychographic personality traits or character traits which influence consumer behavior Demographic age, gender, socio-economic class, etc. Behavioral brand loyalty, usage rate, etc. CONSUTLGEAR.COM
  • 10. Segmentation – an example Segment/ Market size, Park Zoo Theatre Cinema Disco Cafe needs K customers Rural areas No No No High No Low 1 000 Resorts, No Low Low High Average Average 70 small towns Average towns Average Average Average High High Average 20 1M+ towns High High High High High High 7 CONSUTLGEAR.COM
  • 11. Segmentation – another (real) example Segment/ Market, Internet Phone VPN Optic Back-up SMS needs: K customers Tele workers High No No High No No 400 Home internet users No No No High No High 1 000 Public Places No No Low High No High 1 Hosting companies, Low High High High Low No 0,05 Data Centers Computer resellers High High High High High No N/A Financial companies High High High High High Low 0,05 Big companies with High High High High High Average 5 branches Government High High High High High High 1 CONSUTLGEAR.COM
  • 12. Target DAMP acronym Discernable How a segment can be differentiated from other segments. Accessible How a segment can be accessed via Marketing Communications produced by a company. Measurable Can the segment be quantified and its size determined? Profitable Can a sufficient return on investment be attained from a segment's servicing? Differentiation Undifferentiated Where a company produces a like product for all of a market segment. Differentiated In which a firm produced slight modifications of a product within a segment. Niche In which an organization forges a product to satisfy a specialized target market. CONSUTLGEAR.COM
  • 13. Product Matrix Big Home users SOHO SMB Govern Corporate TV SMS 3G Data GSM Fiber Optic DSL Back-up Security Video Surveillance Real Time recoding CONSUTLGEAR.COM
  • 14.  Cost  Average Revenue Per User (ARPU)  Margin – Net, Gross  Efficiency  Churn, Customer Relation Management  Value Added Services (VAS)  Earn Before Interest and Taxes (EBIT)  Earn Before Interest , Taxes, Depreciation and Amortization (EBITDA) CONSUTLGEAR.COM