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Marketing
           Case Studies and
         Practical Applications


     S6PEC in Marketing Action!
Strategic and Case Method Approach
You can call this “The Sequel”…

    The first few comments received were consistent, “what is S6PEC and is this another marketing
brouhaha or gimmick to sell the e-Book?”. Well, honestly we don’t make much money from the e-Book
 because our goal is to democratize knowledge but at a profit (very little should be enough). Therefore
 don’t worry about pricing because it is going to be peanuts for business owners and entrepreneurs like
you because I am sharing something sacred from the “other side of the world” – marketing practitioners
                            and consulting methodologies and approaches.

  This case studies will explain the thought process, methodology and approach you could take (some
taken and tested!) to your business. In fact the reason we wrote the “Marketing Breakthrough S6PEC” is
 to address (and addressing) the marketing problems with these companies. Some of these companies
 have benefited greatly but some still have “herd mentality” where they try to be like the big boys, large
   set ups and government linked companies. I can tell you outright, small business and entrepreneur-
  based can’t be run like those mammoths! You need different approach and often times it is trial and
                                                   error.

By reading and observing these case studies, the odds of you making errors are minimized by certain %
 and the chances of having the correct mindset and thought process will easily achieved in manifolds.

                     Are you ready? Let’s begin. FUTURE       HERE I COME!
Advertorial
Please get this part RIGHT..
As far as bites consulting, bites notes, entreprenovator and Mike Entreprenovator are concern, we are
 not in the business of selling affiliate programs on How to make you rich, Get rich quick scheme, Sure
    way of making your zillionaire, 1001 steps to financial freedom or Whatsoever titles that you can
associate with. We are not affiliate marketer or multi-level-marketing (MLM) scam schemes! We do our
                 own affiliate marketing but we sell real and practical content. You follow?

  We are bunch of strategy and marketing consultants and practitioners that try to make the world a
  better place for business owners and entrepreneurs just like you and us. We want to promote and
democratize knowledge so everyone can prosper and create greater economic growth for many years to
        come. We are dead serious in doing this. We welcome your support, that’s for sure! ☺

 Our ideas are original, unorthodox, practical, performance centric, results oriented, no non-sense and
    humble. We explain from combined knowledge and experiences of nearly 30 years in the cross
 industries, disciplines, observations, mistakes, lessons and also theories. We own the copyright of this
                                   book and anything that comes with it.

    I once said that if you are making any illegal copies of this, you are just plain immature and not
     professional. Well you know what that means right? Let’s don’t waste your energy doing it. ☺

                     Are you ready? Let’s begin. FUTURE        HERE I COME!
Points to Remember.
1. All names of the companies, people involved and location are NOT 100% fictitious. They are based
    on real events, real people, real approach and real problems and solutions.
2. We used nickname to refer to all the companies so we can avoid any misrepresentation and heavy
    selling or bull run of their stocks the very next day!
3. We may add on some flavors to some events to reflect the ever changing and unstoppable market
    forces in our current economy i.e. the new normal.
4. The problems and solutions are based on the events when, where and why it took place thus we
    advise discretion when you want to take it wholesale. Use your wisdom guys!
5. We will explain our thought process, methodology and strategy approach on the problems BUT we
    will not be able to recommend any potential vendors, costs involve, materials required, resources
    allocation and performance measurement because there are very exclusive to where your business
    location and dynamics.
6. We will tell and share all we know about the problems and practical application of S6PEC so you
    gain and make better judgment in your marketing.
7. Marketing is the business and therefore we hope you seriously think about your business marketing.
8. This book is strictly for small business owners and entrepreneurs. Definitely not for large businesses
    because they have more resources like many of us don’t have. But if they want to learn and
    entrepreneurially, let’s welcome them to join the club!
9. Any comments, inquiries and brickbats please email to entreprenovators@gmail.com
10. If you require a little bit of consulting services still please email to entreprenovators@gmail.com
    (yeahh same email!)
11. READY??
Use S6PEC in marketing problem solving!!


Segment/   Product     Place/       Promotion/
 Market              Distribution   Advertising


                                                  Communication

 Price     People      Process      Environment
CASE STUDY: 1




 Mengkuang Training
     Pty. Ltd.
Company Description:
                                            Industry / Business Type:
Soft skills training program provider for   Corporate Training, Consulting Services
local market. Strong brand awareness.

Business Information:                       Marketing Issues:
Staff Size: 25 (including management)       1. How to sell more training programs
Annual Turnover (USD): 2 Million            2. Designing sales incentive scheme
Mengkuang Training
     Pty. Ltd.                                               S6PEC Framework In Action

Segment:
                                                Price:                                        Processes:
-Primary: middle size to large companies.
                                                - Price is average on the high side because   - Majority business processes done
Staff strength around 100 above and
                                                of strong product positioning and stable      manually
training budget around $100k/year.
                                                demand.                                       - Use of IT limited to laptops and standard
-Secondary: individual and small
                                                - Price starts at $ 7, 000 per day for in     internet.
companies . Staff strength 100 below and
                                                house program and $ 1, 000 for public         - Nothing sophisticated as keeping things
ad hoc training budget.
                                                training program                              simple and thrift are company goals.



                                                Promotion / Advertising:                       Environment:
Product:                                        - Advertise in major local daily once a        - A lot of competition from one man show
-Soft skills training program – top 5 selling   week (to generate sales leads and brand        training company that is priced lower and
programs are Personal Development,              awareness)                                     agile business model.
Presentation Skill, Marketing Workshop,         - Host company annual event with clients       - Use of technology to impress clients
Creative Thinking and Customer Service          and prospects to maintain relationship         especially large organization that adopt[t
- All programs are available for both           - Free talk once a month for knowledge         latest technology for efficiency
segments                                        sharing                                        - Increasing demand for quality but
                                                - Direct all request to website                value-based pricing

Place / Distribution:                           People:                                        Communication:
-All sales centralized at HQ office. Sales      - It has 10 freelance trainer work on          - Championed by the CEO, very strong
force strength is 8 salesman including 1        project/training programs.                     character as founder of Mengkuang
sales manager and 1 assistant sales             - 8 member in the sales team lead by a         - Organized company retreat once in 6
manager                                         manager                                        months and planned CEO-staffs pep talk
- Website is available to publish training      - 2 member in graphic and design team          once in a quarter and once a year dy-ad
calendar and act as corporate site and          - 3 member in management including a           talk.
secondary sales lead generator                  CEO                                            - no one would disagree with the CEO
                                                - 2 member in administration and HR            - Gossiping is rampant but controllable
Mengkuang Training
      Pty. Ltd.                                Indentifying Business Gaps and Marketing Issues?

  - High price demand better
 Segment:packaging such as nicely
  product                                        Price:                                             Processes:
 -Primary:materials, thicklarge companies.
  printed middle size to folder,                 - Price is average on the high side because        - Majority business processes done
 Staff strength around 100 above and
  colored paper and well designed                of strong product positioning and stable           manually
 training budget around $100k/year.
  booklet                                        demand.                                            - Use of IT limited to laptops and standard
 -Secondary: individual and small
                                                 - Price starts at $ 7, 000 per day for in          internet.
 companies . Staff strength 100 below and
                                                 house program and $ 1, 000 for public              - Nothing sophisticated as keeping things
 ad hoc training budget.
                                                 training program                                   simple and thrift are company goals.



                                                  Promotion / Advertising:                             Environment:
  Product:                                        - Advertise in major local dailyneeded to speed up A lot of competition from one man show
                                                                   - Usage of IT is once a             -
-Should utilize website more – top 5 selling
  -Soft skills training program                                    delivery, reduce redundancy, better
                                                  week (to generate sales leads and brand              training company that is priced lower and
than just corporate site Development,
  programs are Personal                           awareness)       organize sales data, create data network
                                                                                                       agile business model.
- design new/betterMarketing Workshop,
  Presentation Skill, incentive                   - Host company annual event with gain business insights technology to impress clients
                                                                   and interactions to clients         - Use of
  Creative Thinking and Customer Service
scheme for the sales team                                          that is useful for managerial decision.
                                                  and prospects to maintain relationship               especially large organization that adopt[t
  - All programs are available for both           - Free talk once a month for knowledge               latest technology for efficiency
  segments                                      - CEO should be seen as creating leaders
                                                  sharing                                              - Increasing demand for quality but
                                                than be inall request to websiteoften. Too
                                                  - Direct the spotlight far too                       value-based pricing
                                                strong of a character will dampen any new
                                                dynamics and opinions from the ground.
 Place / Distribution:                            People:                                              Communication:
                                                End up the company will only have one-
 -All sales centralized at HQ office. Sales       - It has 10 freelance trainer work on                - Championed by the CEO, very strong
                                                minded personality and character and
 force strength is 8 salesman including 1         project/training programs.                           character as founder of Mengkuang
                                                parrots that only agree and secretive.
 sales manager and 1 assistant sales              - 8 member in the sales team lead by a               - Organized company retreat once in 6
 manager                                          manager                                              months and planned CEO-staffs pep talk
 - Website is available to publish training       - 2 member in graphic and design team                once in a quarter and once a year dy-ad
 calendar and act as corporate site and           - 3 member in management including a                 talk.
 secondary sales lead generator                   CEO                                                  - no one would disagree with the CEO
                                                  - 2 member in administration and HR                  - Gossiping is rampant but controllable
Mengkuang Training                   Observation and Recommendations
    Pty. Ltd.
                     Marketing Issues 1: How to Sell More Training Programs?
                      From the survey and interview conducted with the respondents inside the company and
                        some customers, we found and clustered these problems as competitive advantage,
                                        product positioning and business processes issues.

                       When the price is higher, customer perceived value become more important and they
                        become more calculative. This is especially in service business where the results are
                      intangible and cannot be easily quantified. In this case training programs which is hardly
                                     measured and not measurable. The ROI also questionable.
Mengkuang
Training Pty.         Product presentation / positioning these days are as important as the content. Because
    Ltd.              of the competition from entrepreneur-based businesses, where they are more agile and
                       giving, Mengkuang customers might switch to them instead. Besides, lower pricing can
                                be the only arbiter of decision making given the same content quality.

                      It is important to develop leadership by identifying and grooming people from inside to
                      become business managers. Allowing idea to flourish by higher tolerant of mistakes can
                               be useful compare to one-minded view which can be myopic overtime.

                      Usage of technology is imperative given the customers they plan to serve coupled with
                      premium pricing strategy. Besides, efficiency can pressure the cost down with increased
                         profitability. Integration among the administration, consultants, management and
                                   operation can be easily done and synchronized with technology.
                        Overall, the changes are timely with the increase in business demand. The financial
                         crisis is a blessing in disguise for many consulting and training as organizations are
                      looking into correcting, removing and fixing business problems. Nevertheless, managing
                           change in Mengkuang can be challenging everyone is busy with the customers.
Mengkuang Training                  Observation and Recommendations
    Pty. Ltd.
                     Marketing Issues 1:Designing Sales Incentive Scheme?
                       Sales incentive design is crucial for Mengkuang because knowledge business cost of
                     additional output is almost zero. Thus, business owners take the lion share and one size
                                     fits all sales incentive can be detrimental in the long run.

                       The available sales people recommended to be divided into segmentation and into
                       teams i.e. 2 teams. Team will drive team spirit and healthy competition if managed
                     properly. Subsequently motivation increased. Nevertheless teams can fuel jealousy and
                                 selfishness given the business goals set. Role of manager is key!
Mengkuang
Training Pty.          Sales incentive should count only results, not efforts. For example if a sales person
                      make 100 calls a day and converted 1 customer, he only should be incentify for the 1
    Ltd.
                      customer and so on. The rules need to be clear to both new and senior sales person.
                           They should also 2nd tier incentive, if exceed target and best performance.
                       Nevertheless, there shouldn’t be penalization if target unmet other than revision.
                       In some place, sales $$ achieved can be converted into cumulative points that can be
                      redeemed with things like iPhone, Blackberry, guitar, camera and travel tickets instead
                     of cash. This can be done in combination with cash to make it interesting and rewarding.
                      Recognition of ‘job well done’ is a must to set example and adequate sales processes.
                      On time payment or whatsoever sales incentive payment due need to be honored by
                     the company. Failing to do so will hamper motivation. Total scheme need to be spelled
                       out and reminded for monitoring and rejuvenating purposes. Team incentive is also
                      recommended to nurture greater esprit de corps. Member rotation is advisable too.
                       Overall, sales incentive need to be dynamic and advisable to be changed once in 1-2
                     years. Change it too early can be demotivating, but not changing it will make things look
                       either too easy or overly difficult. Nevertheless, sales incentive is included in cost of
                         sales therefore management need to mindful while designing the sales scheme.
Thank You
www.marketingplanbook.com

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Marketing Case Study_S6PEC Framework_Mengkuang

  • 1. Marketing Case Studies and Practical Applications S6PEC in Marketing Action! Strategic and Case Method Approach
  • 2. You can call this “The Sequel”… The first few comments received were consistent, “what is S6PEC and is this another marketing brouhaha or gimmick to sell the e-Book?”. Well, honestly we don’t make much money from the e-Book because our goal is to democratize knowledge but at a profit (very little should be enough). Therefore don’t worry about pricing because it is going to be peanuts for business owners and entrepreneurs like you because I am sharing something sacred from the “other side of the world” – marketing practitioners and consulting methodologies and approaches. This case studies will explain the thought process, methodology and approach you could take (some taken and tested!) to your business. In fact the reason we wrote the “Marketing Breakthrough S6PEC” is to address (and addressing) the marketing problems with these companies. Some of these companies have benefited greatly but some still have “herd mentality” where they try to be like the big boys, large set ups and government linked companies. I can tell you outright, small business and entrepreneur- based can’t be run like those mammoths! You need different approach and often times it is trial and error. By reading and observing these case studies, the odds of you making errors are minimized by certain % and the chances of having the correct mindset and thought process will easily achieved in manifolds. Are you ready? Let’s begin. FUTURE HERE I COME!
  • 4. Please get this part RIGHT.. As far as bites consulting, bites notes, entreprenovator and Mike Entreprenovator are concern, we are not in the business of selling affiliate programs on How to make you rich, Get rich quick scheme, Sure way of making your zillionaire, 1001 steps to financial freedom or Whatsoever titles that you can associate with. We are not affiliate marketer or multi-level-marketing (MLM) scam schemes! We do our own affiliate marketing but we sell real and practical content. You follow? We are bunch of strategy and marketing consultants and practitioners that try to make the world a better place for business owners and entrepreneurs just like you and us. We want to promote and democratize knowledge so everyone can prosper and create greater economic growth for many years to come. We are dead serious in doing this. We welcome your support, that’s for sure! ☺ Our ideas are original, unorthodox, practical, performance centric, results oriented, no non-sense and humble. We explain from combined knowledge and experiences of nearly 30 years in the cross industries, disciplines, observations, mistakes, lessons and also theories. We own the copyright of this book and anything that comes with it. I once said that if you are making any illegal copies of this, you are just plain immature and not professional. Well you know what that means right? Let’s don’t waste your energy doing it. ☺ Are you ready? Let’s begin. FUTURE HERE I COME!
  • 5. Points to Remember. 1. All names of the companies, people involved and location are NOT 100% fictitious. They are based on real events, real people, real approach and real problems and solutions. 2. We used nickname to refer to all the companies so we can avoid any misrepresentation and heavy selling or bull run of their stocks the very next day! 3. We may add on some flavors to some events to reflect the ever changing and unstoppable market forces in our current economy i.e. the new normal. 4. The problems and solutions are based on the events when, where and why it took place thus we advise discretion when you want to take it wholesale. Use your wisdom guys! 5. We will explain our thought process, methodology and strategy approach on the problems BUT we will not be able to recommend any potential vendors, costs involve, materials required, resources allocation and performance measurement because there are very exclusive to where your business location and dynamics. 6. We will tell and share all we know about the problems and practical application of S6PEC so you gain and make better judgment in your marketing. 7. Marketing is the business and therefore we hope you seriously think about your business marketing. 8. This book is strictly for small business owners and entrepreneurs. Definitely not for large businesses because they have more resources like many of us don’t have. But if they want to learn and entrepreneurially, let’s welcome them to join the club! 9. Any comments, inquiries and brickbats please email to entreprenovators@gmail.com 10. If you require a little bit of consulting services still please email to entreprenovators@gmail.com (yeahh same email!) 11. READY??
  • 6. Use S6PEC in marketing problem solving!! Segment/ Product Place/ Promotion/ Market Distribution Advertising Communication Price People Process Environment
  • 7. CASE STUDY: 1 Mengkuang Training Pty. Ltd. Company Description: Industry / Business Type: Soft skills training program provider for Corporate Training, Consulting Services local market. Strong brand awareness. Business Information: Marketing Issues: Staff Size: 25 (including management) 1. How to sell more training programs Annual Turnover (USD): 2 Million 2. Designing sales incentive scheme
  • 8. Mengkuang Training Pty. Ltd. S6PEC Framework In Action Segment: Price: Processes: -Primary: middle size to large companies. - Price is average on the high side because - Majority business processes done Staff strength around 100 above and of strong product positioning and stable manually training budget around $100k/year. demand. - Use of IT limited to laptops and standard -Secondary: individual and small - Price starts at $ 7, 000 per day for in internet. companies . Staff strength 100 below and house program and $ 1, 000 for public - Nothing sophisticated as keeping things ad hoc training budget. training program simple and thrift are company goals. Promotion / Advertising: Environment: Product: - Advertise in major local daily once a - A lot of competition from one man show -Soft skills training program – top 5 selling week (to generate sales leads and brand training company that is priced lower and programs are Personal Development, awareness) agile business model. Presentation Skill, Marketing Workshop, - Host company annual event with clients - Use of technology to impress clients Creative Thinking and Customer Service and prospects to maintain relationship especially large organization that adopt[t - All programs are available for both - Free talk once a month for knowledge latest technology for efficiency segments sharing - Increasing demand for quality but - Direct all request to website value-based pricing Place / Distribution: People: Communication: -All sales centralized at HQ office. Sales - It has 10 freelance trainer work on - Championed by the CEO, very strong force strength is 8 salesman including 1 project/training programs. character as founder of Mengkuang sales manager and 1 assistant sales - 8 member in the sales team lead by a - Organized company retreat once in 6 manager manager months and planned CEO-staffs pep talk - Website is available to publish training - 2 member in graphic and design team once in a quarter and once a year dy-ad calendar and act as corporate site and - 3 member in management including a talk. secondary sales lead generator CEO - no one would disagree with the CEO - 2 member in administration and HR - Gossiping is rampant but controllable
  • 9. Mengkuang Training Pty. Ltd. Indentifying Business Gaps and Marketing Issues? - High price demand better Segment:packaging such as nicely product Price: Processes: -Primary:materials, thicklarge companies. printed middle size to folder, - Price is average on the high side because - Majority business processes done Staff strength around 100 above and colored paper and well designed of strong product positioning and stable manually training budget around $100k/year. booklet demand. - Use of IT limited to laptops and standard -Secondary: individual and small - Price starts at $ 7, 000 per day for in internet. companies . Staff strength 100 below and house program and $ 1, 000 for public - Nothing sophisticated as keeping things ad hoc training budget. training program simple and thrift are company goals. Promotion / Advertising: Environment: Product: - Advertise in major local dailyneeded to speed up A lot of competition from one man show - Usage of IT is once a - -Should utilize website more – top 5 selling -Soft skills training program delivery, reduce redundancy, better week (to generate sales leads and brand training company that is priced lower and than just corporate site Development, programs are Personal awareness) organize sales data, create data network agile business model. - design new/betterMarketing Workshop, Presentation Skill, incentive - Host company annual event with gain business insights technology to impress clients and interactions to clients - Use of Creative Thinking and Customer Service scheme for the sales team that is useful for managerial decision. and prospects to maintain relationship especially large organization that adopt[t - All programs are available for both - Free talk once a month for knowledge latest technology for efficiency segments - CEO should be seen as creating leaders sharing - Increasing demand for quality but than be inall request to websiteoften. Too - Direct the spotlight far too value-based pricing strong of a character will dampen any new dynamics and opinions from the ground. Place / Distribution: People: Communication: End up the company will only have one- -All sales centralized at HQ office. Sales - It has 10 freelance trainer work on - Championed by the CEO, very strong minded personality and character and force strength is 8 salesman including 1 project/training programs. character as founder of Mengkuang parrots that only agree and secretive. sales manager and 1 assistant sales - 8 member in the sales team lead by a - Organized company retreat once in 6 manager manager months and planned CEO-staffs pep talk - Website is available to publish training - 2 member in graphic and design team once in a quarter and once a year dy-ad calendar and act as corporate site and - 3 member in management including a talk. secondary sales lead generator CEO - no one would disagree with the CEO - 2 member in administration and HR - Gossiping is rampant but controllable
  • 10. Mengkuang Training Observation and Recommendations Pty. Ltd. Marketing Issues 1: How to Sell More Training Programs? From the survey and interview conducted with the respondents inside the company and some customers, we found and clustered these problems as competitive advantage, product positioning and business processes issues. When the price is higher, customer perceived value become more important and they become more calculative. This is especially in service business where the results are intangible and cannot be easily quantified. In this case training programs which is hardly measured and not measurable. The ROI also questionable. Mengkuang Training Pty. Product presentation / positioning these days are as important as the content. Because Ltd. of the competition from entrepreneur-based businesses, where they are more agile and giving, Mengkuang customers might switch to them instead. Besides, lower pricing can be the only arbiter of decision making given the same content quality. It is important to develop leadership by identifying and grooming people from inside to become business managers. Allowing idea to flourish by higher tolerant of mistakes can be useful compare to one-minded view which can be myopic overtime. Usage of technology is imperative given the customers they plan to serve coupled with premium pricing strategy. Besides, efficiency can pressure the cost down with increased profitability. Integration among the administration, consultants, management and operation can be easily done and synchronized with technology. Overall, the changes are timely with the increase in business demand. The financial crisis is a blessing in disguise for many consulting and training as organizations are looking into correcting, removing and fixing business problems. Nevertheless, managing change in Mengkuang can be challenging everyone is busy with the customers.
  • 11. Mengkuang Training Observation and Recommendations Pty. Ltd. Marketing Issues 1:Designing Sales Incentive Scheme? Sales incentive design is crucial for Mengkuang because knowledge business cost of additional output is almost zero. Thus, business owners take the lion share and one size fits all sales incentive can be detrimental in the long run. The available sales people recommended to be divided into segmentation and into teams i.e. 2 teams. Team will drive team spirit and healthy competition if managed properly. Subsequently motivation increased. Nevertheless teams can fuel jealousy and selfishness given the business goals set. Role of manager is key! Mengkuang Training Pty. Sales incentive should count only results, not efforts. For example if a sales person make 100 calls a day and converted 1 customer, he only should be incentify for the 1 Ltd. customer and so on. The rules need to be clear to both new and senior sales person. They should also 2nd tier incentive, if exceed target and best performance. Nevertheless, there shouldn’t be penalization if target unmet other than revision. In some place, sales $$ achieved can be converted into cumulative points that can be redeemed with things like iPhone, Blackberry, guitar, camera and travel tickets instead of cash. This can be done in combination with cash to make it interesting and rewarding. Recognition of ‘job well done’ is a must to set example and adequate sales processes. On time payment or whatsoever sales incentive payment due need to be honored by the company. Failing to do so will hamper motivation. Total scheme need to be spelled out and reminded for monitoring and rejuvenating purposes. Team incentive is also recommended to nurture greater esprit de corps. Member rotation is advisable too. Overall, sales incentive need to be dynamic and advisable to be changed once in 1-2 years. Change it too early can be demotivating, but not changing it will make things look either too easy or overly difficult. Nevertheless, sales incentive is included in cost of sales therefore management need to mindful while designing the sales scheme.