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Sfs12 6 marketing plan pdf
 

Sfs12 6 marketing plan pdf

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    Sfs12 6 marketing plan pdf Sfs12 6 marketing plan pdf Presentation Transcript

    • Module 12.6The Marketing Plan Jim Beach & Chris Hanks
    • © School For Startups. All Rights Reserved. Different from Marketing • Market analysis focuses on describing target market, customers, competitors, how compete, potential sales, market share • Marketing focuses on classic marketing functions, including product, price, promotion, distribution Slide 12.6-2
    • © School For Startups. All Rights Reserved. Importance of Marketing Analysis • Define the nature of the business and the remainder of the plan • Affirms that a company has a well thought out target market, understands its customers, and can generate sales in the face of competition Slide 12.6-3
    • © School For Startups. All Rights Reserved. Marketing Plan • Start by articulating marketing strategy, positioning, and points of differentiation, and then talk about how these overall aspects of the plan will be supported by price, promotional mix, sales process, and distribution strategy. Slide 12.6-4
    • © School For Startups. All Rights Reserved. Marketing Plan - Outcomes • Developed with the customer plainly in mind • Detail exactly who will sell product or service – Most don’t zero in on how actually sold – Confidence booster Slide 12.6-5
    • © School For Startups. All Rights Reserved. Overall Marketing Strategy • Approach to marketing products or services stated in broad terms, which forms basis for all marketing activities Slide 12.6-6
    • © School For Startups. All Rights Reserved. Includes three strategies: • Market penetration strategy • Growth strategy – Internal – Acquisition – Franchise – Horizontal – Vertical Slide 12.6-7
    • © School For Startups. All Rights Reserved. Overall Marketing Strategy • Distribution Strategy (include discount / profitability levels at each stage) – Original equipment manufacturers – Internal sales force – Distributors – Retailers Slide 12.6-8
    • © School For Startups. All Rights Reserved. You’ve Identified the Target Market • Select position • Position is concerned with how a firm is situated relative to its rivals Slide 12.6-9
    • © School For Startups. All Rights Reserved. Communication • Promotion • Advertising • Public relations • Personal selling • Printed materials Slide 12.6-10
    • © School For Startups. All Rights Reserved. Communication • Focus on benefits of a product or service rather than features Slide 12.6-11
    • © School For Startups. All Rights Reserved. Communication • “Our fitness center, which is just for adults, has 16 exercise classes, a pool that is available for water aerobics and open swims, and a full spa and massage service.” Slide 12.6-12
    • © School For Startups. All Rights Reserved. Communication • “Our fitness center, which is just for adults, features classes and exercise equipment that helps adults maintain their fitness, avoid the onset of certain ailments, and lead healthier lives.” Slide 12.6-13
    • © School For Startups. All Rights Reserved. Sales Process • Why have one? • Sales process or cycle refers to the steps it goes through to establish relationships with customers and to close sales Slide 12.6-14
    • © School For Startups. All Rights Reserved. Sales Force • Internal vs. independent reps • Size • Recruitment • Training • Compensation Slide 12.6-15
    • © School For Startups. All Rights Reserved. Sales Activities • Sales process • Identifying prospects • Prioritizing prospects • Number of sales calls made per period • Average number of sales calls per sale • Average dollar size per sale • Average dollar size per reorder Slide 12.6-16
    • © School For Startups. All Rights Reserved. Distribution • Distribution encompasses all the activities that move a firm’s product from its place of origin to the customer Slide 12.6-17
    • © School For Startups. All Rights Reserved. Remember: • Good Beats Perfect • Brag About Weaknesses • Satisfied Customers = Problem • Under promise & Over deliver • Manage Placebo Effect • High Prices Tempt • What are you Really Selling? • Beware of Clichés • Know What Drive Sales • Tie Research Specifically to Business • Broaden Your Business By Narrowing It Slide 12.6-18
    • © School For Startups. All Rights Reserved. Use These Words Lots…NOT • Break-through • Dominate the space, Good to great • Global Leader • Viral, Disruptive technology • Premier • Web 2.0 / 3.0 • World Leader • Paramount, Cutting edge • Unprecedented • All we need is x% of market share • Holy Grail • Conservative, Robust • World famous • Combined 100 years of experience • Best in class • Most sophisticated • State of the art • Burn rate vs Investment rate • The next big thing • So and so said was awesome idea – • Win-win situation too much detail on background of • At the end of the day one person – who cares • Think outside of the box • Second to none Slide 12.6-19
    • © School For Startups. All Rights Reserved. THANKS! Buy or Review!Next: Lesson 12-7 The Operations Plan Slide 12.6-20