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  • 1. IT 01203
    Technopreneurship
    yuszren@gmail.com
  • 2. Marketing..
    Marketing is what you do when your product is no good…..
    -anonymous
    - The internet
  • 3.
  • 4. WHY BUSINESSES FAIL?
    Lack of objective evaluation
    - many entrepreneurs lack objectivity
    No real insight into the market
    - Lack of information about the demand potential
    - Present and future size of the market
    - Knowledge of product life cycle
    - Timing
    Inadequate understanding of technical requirements
    - thorough in studying a new product
    - technical difficulties – costly problems
    Poor financial understanding
    - entrepreneurs are sometime ignorant of costs
    - victims of inadequate research and planning
  • 5. WHY BUSINESSES FAIL?
    Lack of venture uniqueness
    - a new venture should be unique
    - product differentiation is needed to separate product from competitor’s
    Faulty product performance
    Hasty shortcuts in product development
    Ineffective marketing and sales efforts
    Inadequate promotional efforts
    Inadequate awareness of competitive pressure
    Possible reactions of competitors
    -price cuts
  • 6. MARKET LED MARKETING PROCESS
    AND THE ROLE OF RESEARCH
  • 7. MARKETING PLANNING PROCESS
    Situation
    Analysis
    Implementing
    and Managing
    Marketing
    Strategy
    Designing
    Marketing
    Strategy
    Marketing
    Program
    Development
    TM 2-5
  • 8. MARKETING STRATEGY DEVELOPMENT
    Product
    strategy
    Positioning
    strategy
    Promotion
    strategy
    Distribution
    strategy
    Target Market
    Price
    strategy
  • 9. UNDERSTANDING MARKETS
    Mapping the Product-Market
    Market Structure Analysis
    Market Forecasts
    Future Vision About the Market
  • 10. DEFINING AND ANALYZING MARKETS
    Define Product-MarketBoundaries and Structures
    Describe and Analyze End-User
    Analyze Industry and Value Added System
    Evaluate Key Competitors
    Forecast Market Size and Growth Trends
  • 11. Identifying and Describing Buyers
    Building
    Customer
    Profiles
    How
    Buyers
    Make
    Choices
    DESCRIBING
    AND
    ANALYZING
    END-USERS
    Environmental
    Influences
  • 12. ANALYZING COMPETITION
    Define the competitive arena for the generic, specific, and variant product markets
    Identify and describe key competitors
    Evaluate key competitors
    Anticipate actions by competitors
    Identify potential competitors
  • 13. MARKETING IN ACTION
    INNOVATON AT KINKO’S
    A copy machine operator at Kinko’s , a major chain of outlet providing copying and document services, noticed that customer demand for copying dropped off in December. People were too pre-occupied with Christmas presents. So he came up with a creative idea. Why not allow customers to use Kinko’s colour copying and binding facilities to create their own customised calendars using their personal photos for each of the months? He prototyped the idea in the store and it proved popular- people could create personalised gifts of calendars featuring favourite family photos. The operator phoned the founder and CEO of Kinko’s, Paul Orfalea, and explained the idea. Orfalea was so excited by it that he rushed out as a service in all outlets. It was very successful and a new product- custom calendars – and a new revenue stream were created.
  • 14. Strategies for Obtaining Information
    Internal Data
    Collect existing
    information
    Published information
    Subscription
    Strategy
    alternatives
    Use standardized
    research services
    Single purchase
    Exploratory
    Conduct
    research study
    Full-scale
  • 15. Types of Marketing Information
    Marketing research studies
    Standardized information services
    Management information systems
    Database systems
    Decision support systems
    Customer relationship management (CRM) systems
    Competitor intelligence systems
  • 16. To do List
  • 17. Sales
    Marketing
    Marketing Fundamentals
    17
  • 34. What to do?
    • Show that you have a clear cut strategy in place.
    • 35. Show how to position your product to go to market and why customers will prefer you over the competition.
  • STEP # 1:PRIMARY MARKET RESEARCH
    Collect the information your self
    Talk to suppliers
    Talk to dealers
    Talk to competitors
    Talk to potential customers
    Talk to complimentary services/products
    Use questionnaires and surveys
    Talk to bankers, lawyers and accountants
    Use the Internet
  • 36. STEP # 2
    Based on your market research undertaken, and the strategies developed:
    • Identify primary market
    • 37. Who are your primary customers
    • 38. Integrate Channel Partners
    • 39. Strategize with channel and customers
    • 40. Estimate initial sales achievable
    • 41. Work out longer term variables and success factors
    • 42. Identify critical success factors
  • FORMAT (9-10 PAGES)
    Target customer
    Compelling reason to buy
    Whole product
    Partners and allies
    Distribution
    Pricing
    Competition
    Positioning
    Next Target customer
  • 43. DUE in 2 weeks
    19thMarch 2010 by 5pm
  • 44. The only way to know how customers see your business is to look at it through their eyes.
  • 45. Task 2
    CEO send me a blank email with a subject :
    SALES-[Company Name]
    Eg your company name is lembahnikmat
    Your email should be
    SALES-LembahNikmat