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    Presentation4 Presentation4 Presentation Transcript

    • IT 01203
      Technopreneurship
      yuszren@gmail.com
    • Marketing..
      Marketing is what you do when your product is no good…..
      -anonymous
      - The internet
    • 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
    • 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
    • MARKET LED MARKETING PROCESS
      AND THE ROLE OF RESEARCH
    • MARKETING PLANNING PROCESS
      Situation
      Analysis
      Implementing
      and Managing
      Marketing
      Strategy
      Designing
      Marketing
      Strategy
      Marketing
      Program
      Development
      TM 2-5
    • MARKETING STRATEGY DEVELOPMENT
      Product
      strategy
      Positioning
      strategy
      Promotion
      strategy
      Distribution
      strategy
      Target Market
      Price
      strategy
    • UNDERSTANDING MARKETS
      Mapping the Product-Market
      Market Structure Analysis
      Market Forecasts
      Future Vision About the Market
    • 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
    • Identifying and Describing Buyers
      Building
      Customer
      Profiles
      How
      Buyers
      Make
      Choices
      DESCRIBING
      AND
      ANALYZING
      END-USERS
      Environmental
      Influences
    • 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
    • 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.
    • 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
    • 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
    • To do List
    • Sales
      Marketing
      • Prospecting
      • Sales calls
      • Follow-up
      • Quotation
      • Proposals
      • Tactical
      • Revenue Generation
      • Research
      • Forecasting
      • Competitive analysis
      • Cost and Profit Analysis
      • Strategic Planning
      • Advertising & Promotion
      • Produce excellent collaterals
      • Order processing
      • Distribution
      • Technical & Services
      Marketing Fundamentals
      16
    • What to do?
      • Show that you have a clear cut strategy in place.
      • 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
    • STEP # 2
      Based on your market research undertaken, and the strategies developed:
      • Identify primary market
      • Who are your primary customers
      • Integrate Channel Partners
      • Strategize with channel and customers
      • Estimate initial sales achievable
      • Work out longer term variables and success factors
      • 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
    • DUE in 2 weeks
      19thMarch 2010 by 5pm
    • The only way to know how customers see your business is to look at it through their eyes.
    • 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