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IT 01203<br />Technopreneurship<br />yuszren@gmail.com<br />
Marketing..<br />Marketing is what you do when your product is no good…..<br />-anonymous<br />- The internet<br />
WHY BUSINESSES FAIL?<br />Lack of objective evaluation<br />	-	many entrepreneurs lack objectivity<br />No real insight in...
WHY BUSINESSES FAIL?<br />Lack of venture uniqueness<br />	-	a new venture should be unique<br />	-	product differentiatio...
MARKET LED MARKETING PROCESS <br />AND THE ROLE OF RESEARCH<br />
MARKETING PLANNING PROCESS<br />Situation<br />Analysis<br />Implementing<br />and Managing<br />Marketing<br />Strategy<b...
MARKETING STRATEGY DEVELOPMENT<br />Product<br />strategy<br />Positioning<br /> strategy<br />Promotion<br />strategy<br ...
UNDERSTANDING MARKETS<br />Mapping the Product-Market<br />Market Structure Analysis<br />Market Forecasts<br />Future Vis...
DEFINING AND ANALYZING MARKETS<br />Define Product-MarketBoundaries and Structures<br />Describe and Analyze End-User<br /...
Identifying and Describing Buyers<br />Building<br />Customer<br />Profiles<br />How<br />Buyers<br />Make<br />Choices<br...
ANALYZING COMPETITION<br />Define the competitive arena for the generic, specific, and variant product markets<br />Identi...
MARKETING IN ACTION<br />INNOVATON AT KINKO’S<br />     A copy machine operator at Kinko’s , a major chain of outlet provi...
Strategies for Obtaining Information<br />Internal Data                <br />Collect existing   <br />information<br />Pub...
Types of Marketing Information<br />Marketing research studies<br />Standardized information services<br />Management info...
To do List<br />
Sales<br />Marketing<br /><ul><li>Prospecting
Sales calls
Follow-up
Quotation
Proposals
Tactical
Revenue Generation
Research
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  1. 1. IT 01203<br />Technopreneurship<br />yuszren@gmail.com<br />
  2. 2. Marketing..<br />Marketing is what you do when your product is no good…..<br />-anonymous<br />- The internet<br />
  3. 3. WHY BUSINESSES FAIL?<br />Lack of objective evaluation<br /> - many entrepreneurs lack objectivity<br />No real insight into the market<br /> - Lack of information about the demand potential <br /> - Present and future size of the market<br /> - Knowledge of product life cycle<br /> - Timing <br />Inadequate understanding of technical requirements<br /> - thorough in studying a new product<br /> - technical difficulties – costly problems<br />Poor financial understanding<br /> - entrepreneurs are sometime ignorant of costs<br /> - victims of inadequate research and planning<br />
  4. 4. WHY BUSINESSES FAIL?<br />Lack of venture uniqueness<br /> - a new venture should be unique<br /> - product differentiation is needed to separate product from competitor’s<br />Faulty product performance<br /> Hasty shortcuts in product development<br />Ineffective marketing and sales efforts<br /> Inadequate promotional efforts<br />Inadequate awareness of competitive pressure<br />Possible reactions of competitors<br /> -price cuts<br />
  5. 5. MARKET LED MARKETING PROCESS <br />AND THE ROLE OF RESEARCH<br />
  6. 6. MARKETING PLANNING PROCESS<br />Situation<br />Analysis<br />Implementing<br />and Managing<br />Marketing<br />Strategy<br />Designing<br />Marketing<br />Strategy<br />Marketing<br />Program<br />Development<br />TM 2-5<br />
  7. 7. MARKETING STRATEGY DEVELOPMENT<br />Product<br />strategy<br />Positioning<br /> strategy<br />Promotion<br />strategy<br />Distribution<br />strategy<br />Target Market<br />Price<br />strategy<br />
  8. 8. UNDERSTANDING MARKETS<br />Mapping the Product-Market<br />Market Structure Analysis<br />Market Forecasts<br />Future Vision About the Market<br />
  9. 9. DEFINING AND ANALYZING MARKETS<br />Define Product-MarketBoundaries and Structures<br />Describe and Analyze End-User<br />Analyze Industry and Value Added System<br />Evaluate Key Competitors<br />Forecast Market Size and Growth Trends<br />
  10. 10. Identifying and Describing Buyers<br />Building<br />Customer<br />Profiles<br />How<br />Buyers<br />Make<br />Choices<br />DESCRIBING<br />AND <br />ANALYZING<br />END-USERS<br />Environmental<br />Influences<br />
  11. 11. ANALYZING COMPETITION<br />Define the competitive arena for the generic, specific, and variant product markets<br />Identify and describe key competitors<br />Evaluate key competitors<br />Anticipate actions by competitors<br />Identify potential competitors<br />
  12. 12. MARKETING IN ACTION<br />INNOVATON AT KINKO’S<br /> 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.<br />
  13. 13. Strategies for Obtaining Information<br />Internal Data <br />Collect existing <br />information<br />Published information<br />Subscription <br />Strategy<br />alternatives<br />Use standardized<br />research services<br />Single purchase <br />Exploratory <br />Conduct <br />research study <br />Full-scale <br />
  14. 14. Types of Marketing Information<br />Marketing research studies<br />Standardized information services<br />Management information systems<br />Database systems<br />Decision support systems<br />Customer relationship management (CRM) systems<br />Competitor intelligence systems<br />
  15. 15. To do List<br />
  16. 16. Sales<br />Marketing<br /><ul><li>Prospecting
  17. 17. Sales calls
  18. 18. Follow-up
  19. 19. Quotation
  20. 20. Proposals
  21. 21. Tactical
  22. 22. Revenue Generation
  23. 23. Research
  24. 24. Forecasting
  25. 25. Competitive analysis
  26. 26. Cost and Profit Analysis
  27. 27. Strategic Planning
  28. 28. Advertising & Promotion
  29. 29. Produce excellent collaterals
  30. 30. Order processing
  31. 31. Distribution
  32. 32. Technical & Services</li></ul>Marketing Fundamentals<br />16<br />
  33. 33. What to do?<br /><ul><li>Show that you have a clear cut strategy in place.
  34. 34. Show how to position your product to go to market and why customers will prefer you over the competition.</li></li></ul><li>STEP # 1:PRIMARY MARKET RESEARCH<br />Collect the information your self<br />Talk to suppliers<br />Talk to dealers<br />Talk to competitors<br />Talk to potential customers<br />Talk to complimentary services/products<br />Use questionnaires and surveys<br />Talk to bankers, lawyers and accountants<br />Use the Internet<br />
  35. 35. STEP # 2<br />Based on your market research undertaken, and the strategies developed:<br /><ul><li> Identify primary market
  36. 36. Who are your primary customers
  37. 37. Integrate Channel Partners
  38. 38. Strategize with channel and customers
  39. 39. Estimate initial sales achievable
  40. 40. Work out longer term variables and success factors
  41. 41. Identify critical success factors</li></li></ul><li>FORMAT (9-10 PAGES)<br />Target customer <br />Compelling reason to buy <br />Whole product <br />Partners and allies <br />Distribution <br />Pricing <br />Competition <br />Positioning <br />Next Target customer<br />
  42. 42. DUE in 2 weeks<br />19thMarch 2010 by 5pm<br />
  43. 43. The only way to know how customers see your business is to look at it through their eyes.<br />
  44. 44. Task 2<br />CEO send me a blank email with a subject : <br />SALES-[Company Name]<br />Eg your company name is lembahnikmat<br />Your email should be<br />SALES-LembahNikmat<br />
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