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Marketing Strategy Workshop - Defining the 3 Ps
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Marketing Strategy Workshop - Defining the 3 Ps


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A fresh look at clearly defining your marketing strategy by defining the 3 Ps of Price, Product & Promotion. …

A fresh look at clearly defining your marketing strategy by defining the 3 Ps of Price, Product & Promotion.
Learn how to define your strategy by asking yourself the right questions on your Competitive Edge, Value-Added Clients and much more.

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  • 1. Marketing StrategyWorkshop
    Clarify the three P’s
  • 2. What are they?
    How much do our services cost us?
    Which end of the market are we targeting?
    What are the key selling points?
    How are we going to promote the brand?
    Which mediums will we use?
    What’s the ‘mix’?
    15 October, 2009
  • 3. Price
    The important questions to be asked
    15 October, 2009
  • 4. Price
    What is the required gross margin?
    Allow for unseen shocks to the economy/business
    Is there any post-sales service to be added-in?
    Will it be sold on credit or in arrears?
    Allow for working capital finance costs
    Allow for bad debt
    What do my competitors sell at?
    Where are we positioning the price relative to the rest of the market?
    15 October, 2009
  • 5. Product/Service
    The important questions to be asked
    15 October, 2009
  • 6. Product/Service
    What are the products or services on offer?
    Clearly define them
    Where are they sold?
    Wholesalers, Online, Resellers, Agents etc
    Define the distribution channels
    What are the key selling points?
    Define the differences between your product/service & your competitors’
    15 October, 2009
  • 7. Promotion
    The important questions to be asked
    15 October, 2009
  • 8. Promotion
    How do our competitors promote their brand?
    Analyse the mediums used
    Is ‘word-of-mouth’ important?
    If yes, find local networking associations
    Local partnership or go it alone?
    What drives the purchasing decisions?
    What is the client’s motivating force
    Do your key selling points match up to this motivating force?
    What’s the target client profile?
    Define the key characteristics found in the most value-added clients for each product or service.
    Identify trends/traits between these clients
    Which brand image do these clients expect?
    Identify the brand image that these clients respond to best
    15 October, 2009
  • 9. 3 ‘P’ Table Exercise
    Complete the tables to outline the correct strategy
    15 October, 2009
  • 10. 3 ‘P’ Table Task
    Complete the following table on the 3 P’s
    Use your notes from the last sections
    Write brief clear descriptions only of 4/5 words
    Use the previous slides & questions as a guide
    15 October, 2009
  • 11. 3 ‘P’ Table
    15 October, 2009
  • 12. Marketing Strategy
    Use the table to complete the strategy
    15 October, 2009
  • 13. Competitive edge
    What is your ‘edge’?
    Think of the key differences between you and the market leader/principle competitor
    Is there a sustainable value that you can maintain and develop over time?
    List how these‘edges’ will add value to your business and how it will be sustained
    Explain the direct & indirect (monetary) ‘Value-Added’ aspects of your ideas
    Is it actually needed?
    Describe how this also ‘adds’ value to the client
    15 October, 2009
  • 14. The ‘Edge’ Task
    Complete the following table on your competitive edge
    Use each line to make comparisons between you and your competition on each aspect
    Use short brief sentences (4/5 words)
    Use the questions from slide 13 as a guide
    15 October, 2009
  • 15. The ‘Edge’ Table
    15 October, 2009
  • 16. The ‘Mix’
    Which mediums work best?
    Define each form of media to be used
    Ascertain client behavioural patterns to identify the most effective media forms
    How much of each medium?
    Define the percentage of budget to be used for each media form
    Build a pie-chart of this data
    Does the media match or promote your competitive ‘edge’?
    15 October, 2009
  • 17. The ‘Mix’ Example
    15 October, 2009
  • 18. Milestone Table Example
    15 October, 2009
  • 19. Summary Exercise
    Write the marketing strategy summary
    15 October, 2009
  • 20. Marketing Strategy
    Once all tables and charts are complete, write a summary including…
    Target market focus & Value-Added client profile
    Drivers behind the client’s buying decision
    Emphasis on certain services or media (the Mix)
    Ways to position your organisation and your service uniquely
    Competitive advantages of your business
    Desired ‘brand image’
    15 October, 2009
  • 21. Example
    Let’s look at an example
    15 October, 2009
  • 22. Summary Example
    15 October, 2009
    It is important to the marketing strategy to develop an attractive image to the trade. This can be done in a number of ways:
    Advertising. Most designers interviewed suggested Design Times as the best place to advertise. Draperies & Window Coverings and Interiors and Sources are others. A quarter page ad in the regional edition runs £1,080 for Draperies and Window Coverings, and the same for Interiors and Sources runs £700 for black and white. These two latter publications have directories. There is no charge for inclusion in the directories. In Design Times, a colour 1/4 page ad would run £3,634 for three insertions if signed by December 1, 1997, which provides a 15% discount. This averages out to £1,211 per insertion, even less for black and white.
    Join ASID. The image of Cutting Edge Drapery would be elevated by joining ASID. This would cost only £285 for the first year. Advertising in the ASID directory is worth considering. The present directory which comes out once per year has a full page colour ad for Paul Brown and a full page black and white for Outside Inlook, both of whom are mentioned in the competitive analysis section of this plan. A small black and white ad by The Drapery Man can also to be found.
  • 23. Summary Example cont.
    15 October, 2009
    Advertising. Development of a top quality logo and photography which can be used in ads, brochures, name cards, etc. Not counting printing costs, which relate to quantity and quality of paper chosen, the design costs for this would run about £1,500. A day's photography would be an additional £850-1,600.
    Participation in Showhouses. Another image-building marketing ploy is participating in showhouses. These showhouses are usually for the benefit of some charity event. This would require time and effort, but not much in the way of money. This should be coordinated with the company's favourite designer to insure satisfaction with the design concept when doing a showhouse room.
  • 24. Summary Example cont.
    15 October, 2009
    In addition to the above-mentioned activity designed to elevate the company's image, it is essential to market directly the selected 15 target clients who are all members of ASID. Most of them are associate members while some are professional members. Success in making in-roads into these names would set the stage for entry into the more prestigious Boston designers.
    Marketing these prime prospects must be carried out in a thoughtful organised way. Colour literature including the newly designed logo should be completed as a first step. When marketing these prospects it will be important to present a portfolio of Cutting Edge Drapery's most innovative work. A relaxed face-to-face meeting, resulting in good communication between designer and the owner, should be all that's needed to generate a first order.
    Networking is also very useful. It is important, once the logo and artwork materials have been completed, for the owner to make a point of introducing herself to important players in the design world surrounding Boston. A good example is major upholstery businesses, custom carpets, suppliers of tile, etc. who often need to colour-coordinate or fabric-coordinate with workrooms.
  • 25. 15 October, 2009