Slidedeck   shad valley - idea to plan
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  • Business Structure Proprietorship Incorporated Non-Profit – charities / cooperatives Partnerships
  • USP
  • Same product, different use / packaging / spin
  • The Second Cup Story Frank O'Dea "Thirty years ago I stood at the corner of Shuter and Jarvis streets, waiting for the other two guys to come out of the room of the flophouse we were living in and go over to Yonge Street and panhandle for 99 cents," recounted O'Dea. That 99 cents, said O'Dea, was to buy a bottle of wine. Then came the decision to crash at the flophouse or the park bench for the night. This was his regular routine. "It was a dirty, lonely and sometimes violent existence," he said. "I got close to Toronto full of hope, that I was going to be the best salesman there ever was," said O'Dea. Things went well for a while - at least for a few months -- when he answered the call of the bottle once again. http://youtu.be/X0wsGZhnkKI
  • SWOT & Competitive Analysis
  • PRODUCT  the product itself has to be sweet enough that people want it PROMOTION  it’s all about how you sell it – raisin bread or cinnamon bread with raisins PLACE  you have to make sure consumers get it where they want it – imagine cookies that had eggs added at the end? PRICE  marketing is about the finding the sweet spot between expensive that no one can afford, and too cheap that although it sells the business can’t sustain it PEOPLE  often overlooked, but without the most important ingredient that separates you from the rest – your consumer. Figure pt 1.13, page 17
  • Quality Features Names USP Packaging Guarantees Unboxing video
  • NO TWO ARE IDENTICAL – ALREADY TAUGHT TARGET MARKETS, SEGMENTATION AND CONSUMER BEHAVIOUR
  • Price Objectives – profit, volume, position
  • Price skimming
  • Price penetration
  • Channel choice and physical distribution
  • INTEGRATED MARKETING COMMUNICATIONS  THROUGHOUT BIZ STRATEGIES, MULTI-CHANNEL, UNIQUE TO BIZ
  • Marketing Communications Mix (Promotions mix) The specific blend of advertising, sales promotion, public relations, personal selling, and direct marketing tools a company uses to pursue its advertising and marketing objectives.
  • Financials Have them do a budget for a day Handout example Full ones on blog

Slidedeck   shad valley - idea to plan Slidedeck shad valley - idea to plan Presentation Transcript

  • From Ingredients to a Recipe for Success Presented by Lindsey Fair
  • biz structure
  • what’s your USP?
  • differentiation
  • positioning
  • competition
  • PRODUCT PLACEPROMOTION PRICE PEOPLE The 5 P’s of Marketing
  • PRODUCT
  • PEOPLE
  • PRICE
  • Pricing Strategies skimming
  • Pricing Strategies penetration
  • Methods of Pricing
  • PLACE
  • PROMOTION
  • PROMOTION SalesProm oAdvertising Sellin g Direct Response Public Relations
  • financials