SlideShare a Scribd company logo
1 of 73
Download to read offline
MKT0033/02
Integrated
Marketing
Communications
Week 1: Intros
Prof. EthanChazin
1
•Introduce Yourselves!
•About Me
•Review Our Syllabus
•Charge Boldly Ahead!
Agenda
About Me
 BA in Comms (Mktg MBA)
 20 Years In Corp. America
 Started Career as Recruiter
 My Biases
 Marketing Background
Launched Biz Consultancy ‘09
Contact me:
Tel: (201) 683-3399
E-mail: Ethan@TheChazinGroup.com
What I Do
 Executive Coaching
 Employee Training and Professional and
Development
 Career Coaching
 Leadership Training
 Business Owner Coaching
 Human Capital Development
Mktg comms week1
Cool Stuff
Mktg comms week1
Mktg comms week1
Consumer Decision Journey
Mktg comms week1
Consumer Adoption: Social Media
The Sharing Economy
Mktg comms week1
Mktg comms week1
Mktg comms week1
Mktg comms week1
Mktg comms week1
Mktg comms week1
Mktg comms week1
The US Switching
Economy
Mktg comms week1
5 US Segments:
What Makes Us
Americans
‘TICK?’
1. Matures
• Born before 1945.
• 10% of workforce.
• Influenced by the Military.
• 30 million people.
• Most affluent group.
• The 1st Generation.
• Delayed Gratification -work first,
pleasure later!
2. Baby Boomers
• Born 1945-1964.
• Most influential group.
• 80 million people.
• Workaholics!
• Work ethic defined by time.
• Important to be a team member.
• Contributors to the team are cherished.
• Honor trust, loyalty, and responsibility,
but distrust authority.
3. Gen Xers
• Born 1964-1980.
• Prove it to me.
• 45 million people.
• Loyal to people, NOT companies.
• Move from job-to-job more
frequently.
• Carpe Diem – Seize the day!
• Grew up with AIDS & MTV. Value
flexibility, life options, and achieving
achieving job satisfaction.
4. Millennials
• Born between 1979 & 1994.
• 75 million people.
• Instant gratification.
• Quick feedback.
• Busy outside of work.
• Reward with time.
• Optimistic.
• Grew up in prosperous times. High
expectations, seek meaning in their work.
Career goals aligned with becoming rich
(81%) and famous (51%.)
5. Generation Z / iGen
• Post-Millenials.
• Comfortable with
tech/social media savvy.
• Came of age 9/11 & Great
Recession.
• Insecure/unsettled.
• “Innovative,
entrepreneurial, highly
conscious of their futures
and the challenges they
face.“
- Patrick Cooper
•Change is constant.
•Strategy and execution are critical.
•Competition is simultaneously local
and global.
•Results are measured instantly.
•Customers demand interactivity and
individualization.
•Must stay ahead of the competition
The Chazin GroupThe Chazin GroupThe New Biz Reality
•Constant analysis required on
competitors, customers, marketplace
trends.
•The demand for SWOT information is
constant .
•Need for constant channels of
growth.
•Need to define a ‘business’ and
‘strategy.’
The Chazin GroupThe Chazin GroupStrategy is key
•Four (4) dimensions define any
sound business strategy:
• Product-market investment strategy;
• Customer value proposition;
• Assets & competencies; and
• Strategies and programs.
The Chazin GroupThe Chazin GroupWhat’s Business Strategy
•Determine where to conduct business
/compete.
•What industries/sectors should you
invest in.
•Specify: “What is our business and
what should it be.”
•(Exs. Williams Sonoma products for
home & kitchen. IBM shift from
hardware to consulting.)
The Chazin GroupThe Chazin GroupProduct Investment Strategy
•What you offer MUST appeal to
existing and new customers.
•Your value proposition must be
meaningful and relevant to your
target market(s.)
•Includes the following elements:
• Good value, excellence in features or service, best
overall quality, innovation, product depth/breadth,
shared passion, etc.
The Chazin GroupThe Chazin GroupCustomer Value Proposition
• Your biz assets or competencies will
provide a lasting competitive advantage.
• Includes your people, experience in a
region, understanding of client needs,
access to labor/materials, first in
market, established brand…
• Any/all things you do REALLY well.
• Are already established (part of what
you are and do.)
• Synergies obtained from operating a biz.
The Chazin GroupThe Chazin GroupAssets & Competencies
•Functional strategies & programs to
drive your biz strategy may include:
• Client relationship/retention strategy;
• Customer referral program;
• Communication strategy;
• Sourcing strategy;
• Distribution & logistics program;
• Manufacturing strategy.
The Chazin GroupThe Chazin GroupStrategies & Programs
Vision Versus
Mission
Statements
Your Vision statement explains what
you want to be/become.
Ex. Norfolk Southern: “Be the safest,
most customer-focused and most
successful transportation company in
the world.”
It’s entirely aspirational. Your Vision should
inspire the hearts of those people who work
for you, and engage with you/your business.
VISION STATEMENT
Defines what your organization does
and does not do, and who you do it
for.
Ex. U.S. Tennis Association: “Promote
and develop the growth of tennis.”
Mission statements drive everything
your organization does. They should be
simple, direct, and operative.
MISSION STATEMENT
Strategic Market
Management
Strategic market management
A system designed to help
management create, change, or
retain a biz strategy and
strategic visions.
The Chazin GroupThe Chazin GroupVision vs. Mission
Once you have
your strategy…
•Challenge the strategy to make sure
it remains relevant in a constantly
changing biz climate;
•Ensure your organization develops
and retains the necessary skills,
resources and staff to make the
strategy succeed;
•Infuse your strategy with energy &
focus.
The Chazin GroupThe Chazin GroupOnce You Have a Strategy
External &
Internal
Analysis
Mktg comms week1
•Examine all the external elements
i.e. customers, competitors, markets,
and the general climate.
•Customer analysis: segments,
motivations, unmet needs.
•Competitor analysis: whose out
there, what do they offer?
•Market analysis: follow the trends.
The Chazin GroupThe Chazin GroupExternal Analysis
•Assess your sales organization,
marketing team, systems, processes,
talents, resources.
•Align marketing goals to sales goals
and overall business goals.
The Chazin GroupThe Chazin GroupInternal Analysis
Align Your Marketing,
Sales & Business
Strategies for
Success.
• Effective marketing is aligned with your overall
business strategy.
• Your business strategy MUST guide your
approach to marketing.
• Your marketing strategy needs to be aligned
with your business strategy on 4 dimensions:
• Goal Alignment
• Resource Alignment
• Activity Alignment
• Implementation Alignment
Aligning Strategies
• Are your strategic and financial goals consistent
with your marketing goals?
• Your goals can become misaligned due to:
• Rapidly changing business goals (marketplace
circumstances.)
•Poor communication
between your Departments.
• Lack of checkpoints to ensure both sets of your goals
are in sync.
Goal Alignment
Aligning Goals
Your Business Goals Your Marketing Goals
Increase market share
By 15% this year.
Increase sales to existing
clients by 20%.
Acquire 2 competitors with
combined 10-15% market
share.
Acquire 400 new clients.
Discontinue 30% of your
existing product portfolio.
Launch minor league baseball
advertising campaign.
Form 3 strategic partnerships. Integrate outdoor ad
campaign in Central/No. NJ
Aligning Goals
MARKETING’s YEAR-LONG “THEME”
CATEGORY STRATEGIES
Target Market
Positioning Statement
Offering to customers
Price Strategy
Distribution
Sales Strategy
Service Strategy
Promotion Strategy
Marketing Research
Any other component of your
marketing plan
• Are the resources in your business and
your allocated marketing resources
consistent?
• Business allocates resources throughout
the organization annually with $ for
marketing as a % of annual sales
(typically 1-2%.)
• Marketing spreads the money around as
best it can to help you achieve your
business goals.
Resource Alignment
Developing Marketing
Strategies & Plans
•Executive Summary
•Situation Analysis
•Marketing Strategy
•Financial Projections
•Implementation Controls
Marketing Plan Components
Marketing Plan
Marketing Budget
What Do
Marketers Actually
“DO?”
• Marketers seek to influence the level, timing,
and composition of demand to meet the
organization’s objectives.
• There are eight (8) demand states:
• Negative demand
• Nonexistent demand
• Latent demand
• Declining demand
• Irregular demand
• Full demand
• Overfull demand
• Unwholesome demand
What Do Marketers “DO?”
6 Steps to
Frame ANY Market
 Investigating opportunities in an existing or
new value system.
 Identifying unmet or underserved needs.
 Determining target segments.
 Assessing resource requirements to deliver the
offering.
 Assessing the attractiveness of the
opportunity.
 Making an educated “Go/No-Go” decision.
The 6-Step Process
Marketing
Communications
Objectives
•Stimulate demand.
•Influence purchase decisions.
•Help the biz deal with change.
•Force the organization to focus on
the long-term.
•Communicate resource availability.
The Chazin GroupThe Objectives
Marketing’s Role in
Strategy
•Influence, set the entire strategy
through focus on customers,
competitors and the market.
•Drive the growth strategy.
•Align product lines and geographic
market areas.
The Chazin GroupThe Chazin GroupMarketing & Strategy
Defining Marketing
• “Meeting Needs Profitably”
• Supporting the Sales Function
•The Marketing “MIX” 5Ps & 2Is
• Product, Price, Placement, Promotion,
Packaging (the OLD model…BI BEFORE
Internet)
• AI After Internet focuses on Interactivity &
Individualization
• “The art & science of choosing target markets
and getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value.”
Marketing: A Definition
More on the 2Is of
Marketing…
•Products/Goods
•Services
•Events
•Experiences
•People
10 Things to Market
•Places
•Properties
•Organizations
•Information
•Ideas
10 Things to Market
What is a “PRODUCT”
• Core benefit: the most fundamental value
offered by the product.
• Basic/actual product: the minimum product
offering needed to deliver the core benefit.
• Augmented benefit: Features that go beyond
a customer’s most basic expectations.
What is a “PRODUCT”
Product Versus
BRAND
“A product is something made in a
factory; a brand is something that is
bought by a customer. A product can
be copied by a competitor; a brand is
unique. A product can be quickly
outdated; a successful brand is
timeless.”
Stephen King
WPP Group, London

More Related Content

What's hot

HIGHvalue - management by branding
HIGHvalue -  management by brandingHIGHvalue -  management by branding
HIGHvalue - management by brandingKoos Ris
 
Chapter 1 sales management strategy sales and distribution management (1)
Chapter 1 sales management strategy sales and distribution management (1)Chapter 1 sales management strategy sales and distribution management (1)
Chapter 1 sales management strategy sales and distribution management (1)Anita Rai
 
Lean Team Management Introduction
Lean Team Management IntroductionLean Team Management Introduction
Lean Team Management IntroductionLean Team
 
The Building Blocks Of High Performing Organisations
The Building Blocks Of High Performing OrganisationsThe Building Blocks Of High Performing Organisations
The Building Blocks Of High Performing OrganisationsKenny Ong
 
Stand Out from the Crowd - Defining Your Company’s Value Proposition
Stand Out from the Crowd - Defining Your Company’s Value Proposition Stand Out from the Crowd - Defining Your Company’s Value Proposition
Stand Out from the Crowd - Defining Your Company’s Value Proposition The Marx Group
 
Develop your talent strategy toolbox
Develop your talent strategy toolboxDevelop your talent strategy toolbox
Develop your talent strategy toolboxUniversum Global
 
Developing The High Performance Workforce 1 Notes Version
Developing The  High  Performance  Workforce 1    Notes  VersionDeveloping The  High  Performance  Workforce 1    Notes  Version
Developing The High Performance Workforce 1 Notes VersionJerry Wood
 
TPP Recruitment - The Journey of a Fundraiser
TPP Recruitment - The Journey of a FundraiserTPP Recruitment - The Journey of a Fundraiser
TPP Recruitment - The Journey of a FundraiserTPP Recruitment
 
Forum 4 Success
Forum 4 SuccessForum 4 Success
Forum 4 Successschwedelh
 
Six Steps for a Successful Job Search: Perspectives from an Executive Search ...
Six Steps for a Successful Job Search: Perspectives from an Executive Search ...Six Steps for a Successful Job Search: Perspectives from an Executive Search ...
Six Steps for a Successful Job Search: Perspectives from an Executive Search ...Spencer Stuart
 
Kathleen Wood Media Package
Kathleen Wood Media PackageKathleen Wood Media Package
Kathleen Wood Media PackageKathleen Wood
 
Presentation for Minority Business Expo 2016.pptx
Presentation for Minority Business Expo 2016.pptxPresentation for Minority Business Expo 2016.pptx
Presentation for Minority Business Expo 2016.pptxSamuel Hayes III
 
Toronto - Strategic Planning for Club Owners & General Managers
Toronto - Strategic Planning for Club Owners & General ManagersToronto - Strategic Planning for Club Owners & General Managers
Toronto - Strategic Planning for Club Owners & General Managersghfcadmin
 
Segmentation and the Employer Brand - Graeme Wright, Havas People
Segmentation and the Employer Brand - Graeme Wright, Havas PeopleSegmentation and the Employer Brand - Graeme Wright, Havas People
Segmentation and the Employer Brand - Graeme Wright, Havas PeopleHavas People
 
You've Established your EVP. Now How Do you Bring it to Life?
You've Established your EVP. Now How Do you Bring it to Life?You've Established your EVP. Now How Do you Bring it to Life?
You've Established your EVP. Now How Do you Bring it to Life?LinkedIn Talent Solutions
 
DigitalNow Conference Innovation Ecosystem
DigitalNow Conference Innovation EcosystemDigitalNow Conference Innovation Ecosystem
DigitalNow Conference Innovation EcosystemAssociation Ventures
 
Linda Popky Speakersheet
Linda Popky SpeakersheetLinda Popky Speakersheet
Linda Popky SpeakersheetLinda Popky
 

What's hot (20)

HIGHvalue - management by branding
HIGHvalue -  management by brandingHIGHvalue -  management by branding
HIGHvalue - management by branding
 
Chapter 1 sales management strategy sales and distribution management (1)
Chapter 1 sales management strategy sales and distribution management (1)Chapter 1 sales management strategy sales and distribution management (1)
Chapter 1 sales management strategy sales and distribution management (1)
 
Lean Team Management Introduction
Lean Team Management IntroductionLean Team Management Introduction
Lean Team Management Introduction
 
The Building Blocks Of High Performing Organisations
The Building Blocks Of High Performing OrganisationsThe Building Blocks Of High Performing Organisations
The Building Blocks Of High Performing Organisations
 
You Can Change It!
You Can Change It!You Can Change It!
You Can Change It!
 
Making a change
Making a changeMaking a change
Making a change
 
Stand Out from the Crowd - Defining Your Company’s Value Proposition
Stand Out from the Crowd - Defining Your Company’s Value Proposition Stand Out from the Crowd - Defining Your Company’s Value Proposition
Stand Out from the Crowd - Defining Your Company’s Value Proposition
 
Develop your talent strategy toolbox
Develop your talent strategy toolboxDevelop your talent strategy toolbox
Develop your talent strategy toolbox
 
Developing The High Performance Workforce 1 Notes Version
Developing The  High  Performance  Workforce 1    Notes  VersionDeveloping The  High  Performance  Workforce 1    Notes  Version
Developing The High Performance Workforce 1 Notes Version
 
TPP Recruitment - The Journey of a Fundraiser
TPP Recruitment - The Journey of a FundraiserTPP Recruitment - The Journey of a Fundraiser
TPP Recruitment - The Journey of a Fundraiser
 
New Thinking
New ThinkingNew Thinking
New Thinking
 
Forum 4 Success
Forum 4 SuccessForum 4 Success
Forum 4 Success
 
Six Steps for a Successful Job Search: Perspectives from an Executive Search ...
Six Steps for a Successful Job Search: Perspectives from an Executive Search ...Six Steps for a Successful Job Search: Perspectives from an Executive Search ...
Six Steps for a Successful Job Search: Perspectives from an Executive Search ...
 
Kathleen Wood Media Package
Kathleen Wood Media PackageKathleen Wood Media Package
Kathleen Wood Media Package
 
Presentation for Minority Business Expo 2016.pptx
Presentation for Minority Business Expo 2016.pptxPresentation for Minority Business Expo 2016.pptx
Presentation for Minority Business Expo 2016.pptx
 
Toronto - Strategic Planning for Club Owners & General Managers
Toronto - Strategic Planning for Club Owners & General ManagersToronto - Strategic Planning for Club Owners & General Managers
Toronto - Strategic Planning for Club Owners & General Managers
 
Segmentation and the Employer Brand - Graeme Wright, Havas People
Segmentation and the Employer Brand - Graeme Wright, Havas PeopleSegmentation and the Employer Brand - Graeme Wright, Havas People
Segmentation and the Employer Brand - Graeme Wright, Havas People
 
You've Established your EVP. Now How Do you Bring it to Life?
You've Established your EVP. Now How Do you Bring it to Life?You've Established your EVP. Now How Do you Bring it to Life?
You've Established your EVP. Now How Do you Bring it to Life?
 
DigitalNow Conference Innovation Ecosystem
DigitalNow Conference Innovation EcosystemDigitalNow Conference Innovation Ecosystem
DigitalNow Conference Innovation Ecosystem
 
Linda Popky Speakersheet
Linda Popky SpeakersheetLinda Popky Speakersheet
Linda Popky Speakersheet
 

Viewers also liked

Entrepreneurship Chapter 8 Ethan Chazin
Entrepreneurship Chapter 8 Ethan ChazinEntrepreneurship Chapter 8 Ethan Chazin
Entrepreneurship Chapter 8 Ethan ChazinEthan Chazin MBA
 
Forging powerfulrelationships part1
Forging powerfulrelationships part1Forging powerfulrelationships part1
Forging powerfulrelationships part1Ethan Chazin MBA
 
Forging powerful relationships part 2
Forging powerful relationships part 2Forging powerful relationships part 2
Forging powerful relationships part 2Ethan Chazin MBA
 
92Y's #7DaysofGenius - The Genius in Us
92Y's #7DaysofGenius - The Genius in Us92Y's #7DaysofGenius - The Genius in Us
92Y's #7DaysofGenius - The Genius in Us92Y
 
#SXSWedu Panel: Technology for Enhancing Social Emotional Learning
#SXSWedu Panel: Technology for Enhancing Social Emotional Learning#SXSWedu Panel: Technology for Enhancing Social Emotional Learning
#SXSWedu Panel: Technology for Enhancing Social Emotional LearningJackie Gerstein, Ed.D
 
Welcome Grit! Goodbye Talent?
Welcome Grit! Goodbye Talent?Welcome Grit! Goodbye Talent?
Welcome Grit! Goodbye Talent?EIPM
 

Viewers also liked (20)

BOARD RETREAT_PROVISIONAL SLIDES
BOARD RETREAT_PROVISIONAL SLIDESBOARD RETREAT_PROVISIONAL SLIDES
BOARD RETREAT_PROVISIONAL SLIDES
 
Diversity inclusion part1
Diversity inclusion part1Diversity inclusion part1
Diversity inclusion part1
 
Entrepreneurship Chapter 8 Ethan Chazin
Entrepreneurship Chapter 8 Ethan ChazinEntrepreneurship Chapter 8 Ethan Chazin
Entrepreneurship Chapter 8 Ethan Chazin
 
Chris Thinnes: Vision & Tradition in Independent Schools of the Future: Intro...
Chris Thinnes: Vision & Tradition in Independent Schools of the Future: Intro...Chris Thinnes: Vision & Tradition in Independent Schools of the Future: Intro...
Chris Thinnes: Vision & Tradition in Independent Schools of the Future: Intro...
 
Cortez curtis
Cortez curtisCortez curtis
Cortez curtis
 
Going to School in the World: On the Future of Public-Private Partnerships
Going to School in the World: On the Future of Public-Private PartnershipsGoing to School in the World: On the Future of Public-Private Partnerships
Going to School in the World: On the Future of Public-Private Partnerships
 
USDE Promoting Grit Webinar
USDE Promoting Grit WebinarUSDE Promoting Grit Webinar
USDE Promoting Grit Webinar
 
Forging powerfulrelationships part1
Forging powerfulrelationships part1Forging powerfulrelationships part1
Forging powerfulrelationships part1
 
Forging powerful relationships part 2
Forging powerful relationships part 2Forging powerful relationships part 2
Forging powerful relationships part 2
 
School-Wide Goals for Learning | Curtis School | September 2012
School-Wide Goals for Learning | Curtis School | September 2012School-Wide Goals for Learning | Curtis School | September 2012
School-Wide Goals for Learning | Curtis School | September 2012
 
cfee | TRANSFORMING ELEMENTARY EDUCATION
cfee | TRANSFORMING ELEMENTARY EDUCATIONcfee | TRANSFORMING ELEMENTARY EDUCATION
cfee | TRANSFORMING ELEMENTARY EDUCATION
 
92Y's #7DaysofGenius - The Genius in Us
92Y's #7DaysofGenius - The Genius in Us92Y's #7DaysofGenius - The Genius in Us
92Y's #7DaysofGenius - The Genius in Us
 
Gld slides rev 090412
Gld slides rev 090412Gld slides rev 090412
Gld slides rev 090412
 
UE FIRST GL MEETINGS - 2013
UE FIRST GL MEETINGS - 2013UE FIRST GL MEETINGS - 2013
UE FIRST GL MEETINGS - 2013
 
#SXSWedu Panel: Technology for Enhancing Social Emotional Learning
#SXSWedu Panel: Technology for Enhancing Social Emotional Learning#SXSWedu Panel: Technology for Enhancing Social Emotional Learning
#SXSWedu Panel: Technology for Enhancing Social Emotional Learning
 
Ken Kay: Strategic Leadership & Partnership for Independent Schools of the Fu...
Ken Kay: Strategic Leadership & Partnership for Independent Schools of the Fu...Ken Kay: Strategic Leadership & Partnership for Independent Schools of the Fu...
Ken Kay: Strategic Leadership & Partnership for Independent Schools of the Fu...
 
Diversity inclusion part2
Diversity inclusion part2Diversity inclusion part2
Diversity inclusion part2
 
Welcome Grit! Goodbye Talent?
Welcome Grit! Goodbye Talent?Welcome Grit! Goodbye Talent?
Welcome Grit! Goodbye Talent?
 
Cultural Competence as Educational-Relational Thinking | #NAISAC 2015
Cultural Competence as Educational-Relational Thinking | #NAISAC 2015Cultural Competence as Educational-Relational Thinking | #NAISAC 2015
Cultural Competence as Educational-Relational Thinking | #NAISAC 2015
 
Maker Education Workshop
 Maker Education Workshop Maker Education Workshop
Maker Education Workshop
 

Similar to Mktg comms week1

Developing a Strategic Marketing Plan
Developing a Strategic Marketing PlanDeveloping a Strategic Marketing Plan
Developing a Strategic Marketing PlanSkoda Minotti
 
Concepts of Marketing Process
Concepts of Marketing ProcessConcepts of Marketing Process
Concepts of Marketing ProcessABPHR
 
New marketing for new age
New marketing for new ageNew marketing for new age
New marketing for new ageTang Tan Dung
 
Marketing plan- NET DOWNLORD
Marketing plan- NET DOWNLORDMarketing plan- NET DOWNLORD
Marketing plan- NET DOWNLORDVaibhavi Dalvi
 
Marketing strategy
Marketing strategyMarketing strategy
Marketing strategyAdam Pestka
 
Multi channel marketing strategy - i
Multi channel marketing strategy - iMulti channel marketing strategy - i
Multi channel marketing strategy - iFullSurge
 
Multi channel marketing strategy - i
Multi channel marketing strategy - iMulti channel marketing strategy - i
Multi channel marketing strategy - iFullSurge
 
Introduction to marketing workshop ppt_september 2016
Introduction to marketing workshop ppt_september 2016Introduction to marketing workshop ppt_september 2016
Introduction to marketing workshop ppt_september 2016Jim Mintz
 
Mods introto marketing
Mods introto marketingMods introto marketing
Mods introto marketingYuskal Kadin
 
Understanding Your Ideal Customer
Understanding Your Ideal CustomerUnderstanding Your Ideal Customer
Understanding Your Ideal CustomerStephanieAlmasi
 
Harris Media Direct Marketing Webinar 2010
Harris Media Direct Marketing Webinar 2010Harris Media Direct Marketing Webinar 2010
Harris Media Direct Marketing Webinar 2010GayleHarrisEvans
 
Lec1 Strategic Marketing Management.pptx
Lec1 Strategic Marketing Management.pptxLec1 Strategic Marketing Management.pptx
Lec1 Strategic Marketing Management.pptxAmitbob
 
Marketing Plan
Marketing PlanMarketing Plan
Marketing PlanMal Mai
 

Similar to Mktg comms week1 (20)

Developing a Strategic Marketing Plan
Developing a Strategic Marketing PlanDeveloping a Strategic Marketing Plan
Developing a Strategic Marketing Plan
 
Cmarketing 2
Cmarketing 2Cmarketing 2
Cmarketing 2
 
Concepts of Marketing Process
Concepts of Marketing ProcessConcepts of Marketing Process
Concepts of Marketing Process
 
New marketing for new age
New marketing for new ageNew marketing for new age
New marketing for new age
 
Copywriting i pp
Copywriting i   ppCopywriting i   pp
Copywriting i pp
 
Copywriting I pp
Copywriting I  ppCopywriting I  pp
Copywriting I pp
 
Marketing plan- NET DOWNLORD
Marketing plan- NET DOWNLORDMarketing plan- NET DOWNLORD
Marketing plan- NET DOWNLORD
 
Intro to marketing
Intro to marketingIntro to marketing
Intro to marketing
 
Brand Plans
Brand PlansBrand Plans
Brand Plans
 
Marketing strategy
Marketing strategyMarketing strategy
Marketing strategy
 
Multi channel marketing strategy - i
Multi channel marketing strategy - iMulti channel marketing strategy - i
Multi channel marketing strategy - i
 
Multi channel marketing strategy - i
Multi channel marketing strategy - iMulti channel marketing strategy - i
Multi channel marketing strategy - i
 
Cmarketing Lesson 2
Cmarketing Lesson  2Cmarketing Lesson  2
Cmarketing Lesson 2
 
Introduction to marketing workshop ppt_september 2016
Introduction to marketing workshop ppt_september 2016Introduction to marketing workshop ppt_september 2016
Introduction to marketing workshop ppt_september 2016
 
Mods introto marketing
Mods introto marketingMods introto marketing
Mods introto marketing
 
Understanding Your Ideal Customer
Understanding Your Ideal CustomerUnderstanding Your Ideal Customer
Understanding Your Ideal Customer
 
Harris Media Direct Marketing Webinar 2010
Harris Media Direct Marketing Webinar 2010Harris Media Direct Marketing Webinar 2010
Harris Media Direct Marketing Webinar 2010
 
Marketing strategy
Marketing strategyMarketing strategy
Marketing strategy
 
Lec1 Strategic Marketing Management.pptx
Lec1 Strategic Marketing Management.pptxLec1 Strategic Marketing Management.pptx
Lec1 Strategic Marketing Management.pptx
 
Marketing Plan
Marketing PlanMarketing Plan
Marketing Plan
 

More from Ethan Chazin MBA

Customer Onboarding Best Practices
Customer Onboarding Best PracticesCustomer Onboarding Best Practices
Customer Onboarding Best PracticesEthan Chazin MBA
 
Apply Emotional Intelligence for Career Success
Apply Emotional Intelligence for Career SuccessApply Emotional Intelligence for Career Success
Apply Emotional Intelligence for Career SuccessEthan Chazin MBA
 
LinkedIn Like a Rock Star Boot Camp Program
LinkedIn Like a Rock Star Boot Camp ProgramLinkedIn Like a Rock Star Boot Camp Program
LinkedIn Like a Rock Star Boot Camp ProgramEthan Chazin MBA
 
Emotional intelligenceprogram ethanchazin_overview
Emotional intelligenceprogram ethanchazin_overviewEmotional intelligenceprogram ethanchazin_overview
Emotional intelligenceprogram ethanchazin_overviewEthan Chazin MBA
 
Find Hire Retain Rock-star Employees in ANY Job Market
Find Hire Retain Rock-star Employees in ANY Job MarketFind Hire Retain Rock-star Employees in ANY Job Market
Find Hire Retain Rock-star Employees in ANY Job MarketEthan Chazin MBA
 
Career transition ethanchazin_intro_2019
Career transition ethanchazin_intro_2019Career transition ethanchazin_intro_2019
Career transition ethanchazin_intro_2019Ethan Chazin MBA
 
Build extraordinary teams with compassion
Build extraordinary teams with compassionBuild extraordinary teams with compassion
Build extraordinary teams with compassionEthan Chazin MBA
 
Become the transformational leader within you
Become the transformational leader within youBecome the transformational leader within you
Become the transformational leader within youEthan Chazin MBA
 
Consumer behavior week7_culturemediacomms
Consumer behavior week7_culturemediacommsConsumer behavior week7_culturemediacomms
Consumer behavior week7_culturemediacommsEthan Chazin MBA
 
Consumer behavior week6_mentalprocessses
Consumer behavior week6_mentalprocesssesConsumer behavior week6_mentalprocessses
Consumer behavior week6_mentalprocesssesEthan Chazin MBA
 
Consumer behavior week5_socialprocessses
Consumer behavior week5_socialprocesssesConsumer behavior week5_socialprocessses
Consumer behavior week5_socialprocesssesEthan Chazin MBA
 
Consumer behavior week4_attributes
Consumer behavior week4_attributesConsumer behavior week4_attributes
Consumer behavior week4_attributesEthan Chazin MBA
 
Consumer behavior week3_condivergence
Consumer behavior week3_condivergenceConsumer behavior week3_condivergence
Consumer behavior week3_condivergenceEthan Chazin MBA
 
Consumer behavior week2_valuesculture
Consumer behavior week2_valuescultureConsumer behavior week2_valuesculture
Consumer behavior week2_valuescultureEthan Chazin MBA
 
Consumer behavior week1_intro
Consumer behavior week1_introConsumer behavior week1_intro
Consumer behavior week1_introEthan Chazin MBA
 
Grit fearleadership chazingroup
Grit fearleadership chazingroupGrit fearleadership chazingroup
Grit fearleadership chazingroupEthan Chazin MBA
 
BizCommunications_Part1_ChazinGroup
BizCommunications_Part1_ChazinGroupBizCommunications_Part1_ChazinGroup
BizCommunications_Part1_ChazinGroupEthan Chazin MBA
 
Get connected socialmedia_nyu_18april15_part2
Get connected socialmedia_nyu_18april15_part2Get connected socialmedia_nyu_18april15_part2
Get connected socialmedia_nyu_18april15_part2Ethan Chazin MBA
 
Get connected socialmedia_nyu_18april15_part1
Get connected socialmedia_nyu_18april15_part1Get connected socialmedia_nyu_18april15_part1
Get connected socialmedia_nyu_18april15_part1Ethan Chazin MBA
 

More from Ethan Chazin MBA (20)

Customer Onboarding Best Practices
Customer Onboarding Best PracticesCustomer Onboarding Best Practices
Customer Onboarding Best Practices
 
Apply Emotional Intelligence for Career Success
Apply Emotional Intelligence for Career SuccessApply Emotional Intelligence for Career Success
Apply Emotional Intelligence for Career Success
 
LinkedIn Like a Rock Star Boot Camp Program
LinkedIn Like a Rock Star Boot Camp ProgramLinkedIn Like a Rock Star Boot Camp Program
LinkedIn Like a Rock Star Boot Camp Program
 
Emotional intelligenceprogram ethanchazin_overview
Emotional intelligenceprogram ethanchazin_overviewEmotional intelligenceprogram ethanchazin_overview
Emotional intelligenceprogram ethanchazin_overview
 
Find Hire Retain Rock-star Employees in ANY Job Market
Find Hire Retain Rock-star Employees in ANY Job MarketFind Hire Retain Rock-star Employees in ANY Job Market
Find Hire Retain Rock-star Employees in ANY Job Market
 
Career transition ethanchazin_intro_2019
Career transition ethanchazin_intro_2019Career transition ethanchazin_intro_2019
Career transition ethanchazin_intro_2019
 
Build extraordinary teams with compassion
Build extraordinary teams with compassionBuild extraordinary teams with compassion
Build extraordinary teams with compassion
 
Become the transformational leader within you
Become the transformational leader within youBecome the transformational leader within you
Become the transformational leader within you
 
Consumer behavior week7_culturemediacomms
Consumer behavior week7_culturemediacommsConsumer behavior week7_culturemediacomms
Consumer behavior week7_culturemediacomms
 
Consumer behavior week6_mentalprocessses
Consumer behavior week6_mentalprocesssesConsumer behavior week6_mentalprocessses
Consumer behavior week6_mentalprocessses
 
Consumer behavior week5_socialprocessses
Consumer behavior week5_socialprocesssesConsumer behavior week5_socialprocessses
Consumer behavior week5_socialprocessses
 
Consumer behavior week4_attributes
Consumer behavior week4_attributesConsumer behavior week4_attributes
Consumer behavior week4_attributes
 
Consumer behavior week3_condivergence
Consumer behavior week3_condivergenceConsumer behavior week3_condivergence
Consumer behavior week3_condivergence
 
Consumer behavior week2_valuesculture
Consumer behavior week2_valuescultureConsumer behavior week2_valuesculture
Consumer behavior week2_valuesculture
 
Consumer behavior week1_intro
Consumer behavior week1_introConsumer behavior week1_intro
Consumer behavior week1_intro
 
Grit fearleadership chazingroup
Grit fearleadership chazingroupGrit fearleadership chazingroup
Grit fearleadership chazingroup
 
BizCommunications_Part1_ChazinGroup
BizCommunications_Part1_ChazinGroupBizCommunications_Part1_ChazinGroup
BizCommunications_Part1_ChazinGroup
 
Get connected socialmedia_nyu_18april15_part2
Get connected socialmedia_nyu_18april15_part2Get connected socialmedia_nyu_18april15_part2
Get connected socialmedia_nyu_18april15_part2
 
Get connected socialmedia_nyu_18april15_part1
Get connected socialmedia_nyu_18april15_part1Get connected socialmedia_nyu_18april15_part1
Get connected socialmedia_nyu_18april15_part1
 
Mktg sales week2_part2
Mktg sales week2_part2Mktg sales week2_part2
Mktg sales week2_part2
 

Recently uploaded

Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 

Recently uploaded (20)

Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 

Mktg comms week1

  • 2. •Introduce Yourselves! •About Me •Review Our Syllabus •Charge Boldly Ahead! Agenda
  • 3. About Me  BA in Comms (Mktg MBA)  20 Years In Corp. America  Started Career as Recruiter  My Biases  Marketing Background Launched Biz Consultancy ‘09 Contact me: Tel: (201) 683-3399 E-mail: Ethan@TheChazinGroup.com
  • 4. What I Do  Executive Coaching  Employee Training and Professional and Development  Career Coaching  Leadership Training  Business Owner Coaching  Human Capital Development
  • 22. 5 US Segments: What Makes Us Americans ‘TICK?’
  • 23. 1. Matures • Born before 1945. • 10% of workforce. • Influenced by the Military. • 30 million people. • Most affluent group. • The 1st Generation. • Delayed Gratification -work first, pleasure later!
  • 24. 2. Baby Boomers • Born 1945-1964. • Most influential group. • 80 million people. • Workaholics! • Work ethic defined by time. • Important to be a team member. • Contributors to the team are cherished. • Honor trust, loyalty, and responsibility, but distrust authority.
  • 25. 3. Gen Xers • Born 1964-1980. • Prove it to me. • 45 million people. • Loyal to people, NOT companies. • Move from job-to-job more frequently. • Carpe Diem – Seize the day! • Grew up with AIDS & MTV. Value flexibility, life options, and achieving achieving job satisfaction.
  • 26. 4. Millennials • Born between 1979 & 1994. • 75 million people. • Instant gratification. • Quick feedback. • Busy outside of work. • Reward with time. • Optimistic. • Grew up in prosperous times. High expectations, seek meaning in their work. Career goals aligned with becoming rich (81%) and famous (51%.)
  • 27. 5. Generation Z / iGen • Post-Millenials. • Comfortable with tech/social media savvy. • Came of age 9/11 & Great Recession. • Insecure/unsettled. • “Innovative, entrepreneurial, highly conscious of their futures and the challenges they face.“ - Patrick Cooper
  • 28. •Change is constant. •Strategy and execution are critical. •Competition is simultaneously local and global. •Results are measured instantly. •Customers demand interactivity and individualization. •Must stay ahead of the competition The Chazin GroupThe Chazin GroupThe New Biz Reality
  • 29. •Constant analysis required on competitors, customers, marketplace trends. •The demand for SWOT information is constant . •Need for constant channels of growth. •Need to define a ‘business’ and ‘strategy.’ The Chazin GroupThe Chazin GroupStrategy is key
  • 30. •Four (4) dimensions define any sound business strategy: • Product-market investment strategy; • Customer value proposition; • Assets & competencies; and • Strategies and programs. The Chazin GroupThe Chazin GroupWhat’s Business Strategy
  • 31. •Determine where to conduct business /compete. •What industries/sectors should you invest in. •Specify: “What is our business and what should it be.” •(Exs. Williams Sonoma products for home & kitchen. IBM shift from hardware to consulting.) The Chazin GroupThe Chazin GroupProduct Investment Strategy
  • 32. •What you offer MUST appeal to existing and new customers. •Your value proposition must be meaningful and relevant to your target market(s.) •Includes the following elements: • Good value, excellence in features or service, best overall quality, innovation, product depth/breadth, shared passion, etc. The Chazin GroupThe Chazin GroupCustomer Value Proposition
  • 33. • Your biz assets or competencies will provide a lasting competitive advantage. • Includes your people, experience in a region, understanding of client needs, access to labor/materials, first in market, established brand… • Any/all things you do REALLY well. • Are already established (part of what you are and do.) • Synergies obtained from operating a biz. The Chazin GroupThe Chazin GroupAssets & Competencies
  • 34. •Functional strategies & programs to drive your biz strategy may include: • Client relationship/retention strategy; • Customer referral program; • Communication strategy; • Sourcing strategy; • Distribution & logistics program; • Manufacturing strategy. The Chazin GroupThe Chazin GroupStrategies & Programs
  • 36. Your Vision statement explains what you want to be/become. Ex. Norfolk Southern: “Be the safest, most customer-focused and most successful transportation company in the world.” It’s entirely aspirational. Your Vision should inspire the hearts of those people who work for you, and engage with you/your business. VISION STATEMENT
  • 37. Defines what your organization does and does not do, and who you do it for. Ex. U.S. Tennis Association: “Promote and develop the growth of tennis.” Mission statements drive everything your organization does. They should be simple, direct, and operative. MISSION STATEMENT
  • 39. Strategic market management A system designed to help management create, change, or retain a biz strategy and strategic visions.
  • 40. The Chazin GroupThe Chazin GroupVision vs. Mission
  • 41. Once you have your strategy…
  • 42. •Challenge the strategy to make sure it remains relevant in a constantly changing biz climate; •Ensure your organization develops and retains the necessary skills, resources and staff to make the strategy succeed; •Infuse your strategy with energy & focus. The Chazin GroupThe Chazin GroupOnce You Have a Strategy
  • 45. •Examine all the external elements i.e. customers, competitors, markets, and the general climate. •Customer analysis: segments, motivations, unmet needs. •Competitor analysis: whose out there, what do they offer? •Market analysis: follow the trends. The Chazin GroupThe Chazin GroupExternal Analysis
  • 46. •Assess your sales organization, marketing team, systems, processes, talents, resources. •Align marketing goals to sales goals and overall business goals. The Chazin GroupThe Chazin GroupInternal Analysis
  • 47. Align Your Marketing, Sales & Business Strategies for Success.
  • 48. • Effective marketing is aligned with your overall business strategy. • Your business strategy MUST guide your approach to marketing. • Your marketing strategy needs to be aligned with your business strategy on 4 dimensions: • Goal Alignment • Resource Alignment • Activity Alignment • Implementation Alignment Aligning Strategies
  • 49. • Are your strategic and financial goals consistent with your marketing goals? • Your goals can become misaligned due to: • Rapidly changing business goals (marketplace circumstances.) •Poor communication between your Departments. • Lack of checkpoints to ensure both sets of your goals are in sync. Goal Alignment
  • 50. Aligning Goals Your Business Goals Your Marketing Goals Increase market share By 15% this year. Increase sales to existing clients by 20%. Acquire 2 competitors with combined 10-15% market share. Acquire 400 new clients. Discontinue 30% of your existing product portfolio. Launch minor league baseball advertising campaign. Form 3 strategic partnerships. Integrate outdoor ad campaign in Central/No. NJ
  • 51. Aligning Goals MARKETING’s YEAR-LONG “THEME” CATEGORY STRATEGIES Target Market Positioning Statement Offering to customers Price Strategy Distribution Sales Strategy Service Strategy Promotion Strategy Marketing Research Any other component of your marketing plan
  • 52. • Are the resources in your business and your allocated marketing resources consistent? • Business allocates resources throughout the organization annually with $ for marketing as a % of annual sales (typically 1-2%.) • Marketing spreads the money around as best it can to help you achieve your business goals. Resource Alignment
  • 54. •Executive Summary •Situation Analysis •Marketing Strategy •Financial Projections •Implementation Controls Marketing Plan Components
  • 58. • Marketers seek to influence the level, timing, and composition of demand to meet the organization’s objectives. • There are eight (8) demand states: • Negative demand • Nonexistent demand • Latent demand • Declining demand • Irregular demand • Full demand • Overfull demand • Unwholesome demand What Do Marketers “DO?”
  • 59. 6 Steps to Frame ANY Market
  • 60.  Investigating opportunities in an existing or new value system.  Identifying unmet or underserved needs.  Determining target segments.  Assessing resource requirements to deliver the offering.  Assessing the attractiveness of the opportunity.  Making an educated “Go/No-Go” decision. The 6-Step Process
  • 62. •Stimulate demand. •Influence purchase decisions. •Help the biz deal with change. •Force the organization to focus on the long-term. •Communicate resource availability. The Chazin GroupThe Objectives
  • 64. •Influence, set the entire strategy through focus on customers, competitors and the market. •Drive the growth strategy. •Align product lines and geographic market areas. The Chazin GroupThe Chazin GroupMarketing & Strategy
  • 66. • “Meeting Needs Profitably” • Supporting the Sales Function •The Marketing “MIX” 5Ps & 2Is • Product, Price, Placement, Promotion, Packaging (the OLD model…BI BEFORE Internet) • AI After Internet focuses on Interactivity & Individualization • “The art & science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.” Marketing: A Definition
  • 67. More on the 2Is of Marketing…
  • 70. What is a “PRODUCT”
  • 71. • Core benefit: the most fundamental value offered by the product. • Basic/actual product: the minimum product offering needed to deliver the core benefit. • Augmented benefit: Features that go beyond a customer’s most basic expectations. What is a “PRODUCT”
  • 73. “A product is something made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.” Stephen King WPP Group, London