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Insights into Marketing Strategies for SMEs
- 1. Insights into marketing of SMEs „ Miloš Mrva 2013
- 3. Two perspectives of marketing Marketing research and market analysis - Data mining : - About customers, competition, industry Marketing communication - Advertising, sales promotion, PR and personal sales „ Miloš Mrva 2013
- 4. Marketing in SMEs vs. large comp. • • • • • Lack of formalised planning Restricted scope and activity Simplistic and random Product and price orientation Owner-manager involvement „ Miloš Mrva 2013
- 5. Marketing approaches Top-down theory • Segmentation • Targeting • Positioning Bottom-up practise (stages of targeting) • Identification of market opportunity • Attraction of an initial customer base • Expansion through more of the same „ Miloš Mrva 2013
- 7. Marketing analysis Primary vs. secondary data • Personal research (product samples testing, questionaire survey, interviews, group discussion) • Statistic data (geodemographic and economical databases) • Competition information (mysteryshopping, observation, free accesible data – websites, etc.) • Expert estimates „ Miloš Mrva 2013
- 8. Industry and market What is your industry? Where your sales activities take place? Definition of your market: • • • • • • Product point of view Geographic point of view Information about market Size, trends, biggest players (shares)... Porter 5 forces PESTLE „ Miloš Mrva 2013
- 9. Porter 5 forces analysis model „ Miloš Mrva 2013
- 11. Competition • Direct and indirect competition • Different levels of competition • Geographic, product and customer aspect of competition • Strenhts, weaknesses, product portfolio overview, pricing... • Competitive edge – unique characteristic of your business compared to the competition „ Miloš Mrva 2013
- 12. similar products similar target market same fundamental solutions to the consumers’ needs substitution Everyone else Budget competition Potential competition Miloš Mrva 2013
- 13. Target groups • Who is my typical customer? • criteria of segmentation, • Definition and description of 1 or more target groups • Quantification – specific estimate of target group size „ Miloš Mrva 2013
- 14. Empathy map „
- 15. B2C vs. B2B Which is more? „ Miloš Mrva 2013
- 16. B2C vs. B2B B2C B2B Product driven Relationship driven Maximize the value of the transaction Maximize the value of the relationship Large target market Small, focused target market Single step buying process, shorter sales cycle Multi-step buying process, longer sales cycle Brand identity created through repetition and imagery Brand identity created on personal relationship Merchandising and point of purchase activities Educational and awareness building activities „ Emotional buying decision based on Rational buying decision based on status, desire, or price business value Miloš Mrva 2013
- 17. B2C shifting to B2B principles „ Miloš Mrva 2013
- 18. B2C vs. B2B B2C B2B Product driven Relationship driven Maximize the value of the relationship Maximize the value of the transaction Large target market Single step buying process, shorter sales cycle Brand identity created through repetition and imagery „ Merchandising and point of purchase activities Emotional buying decision based on status, desire, or price Small, focused target market Multi-step buying process, longer sales cycle Brand identity created on personal relationship Educational and awareness building activities Rational buying decision based on business Miloš Mrva 2013 value
- 20. 5 x more expensive „ Miloš Mrva 2013
- 21. It Costs Five Times More to Acquire a Customer than to Retain a Customer „ Miloš Mrva 2013
- 23. Direct Selling • Direct communication with potential and existing customers • Important part of marketing and sales process in SMEs (especially in B2B) • Cost of direct selling – key issue • Cold calls vs. warm calls – power of references „ Miloš Mrva 2013
- 24. Direct Selling • Myths and legends • Negative perception of DS • Pros and cons • Independence, responsibility for own results „ Miloš Mrva 2013
- 25. E-mail vs. phone vs. personal sale • E-mail : 1:1000 – 1:100 000 probability of positive feedback • Phone : 1:100 – 1:1000 • Personal sale : 1:5 – 1:50 „ Miloš Mrva 2013
- 27. CRM System of work Software solution Recording and using of wide range of customer related information „ Miloš Mrva 2013
- 28. Outlook interface, automatic assignment of e-mails to current Individual requirements coding
- 31. Pipeline What is the pipeline ratio? What is the cost of aquisition of a new customer? New customers Existing cust. (structure, p urchase behavior) What is retention rate? What is retention costs? What is customer lifecycle looks like? Outgoing Why leaving? Leaving to competition? What would convince them to return?
- 35. Aj malý pes vie nahnať ovce. Mgr.Miloš Mrva PhD. & Mgr.Peter Marcin 2013
- 36. Marketing Communications "Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers - directly, or indirectly - about the products and brands that they sell.„ – Philip Kotler (Marketing Guru)
- 38. Aj malý pes vie štekať. Mgr.Peter Marcin 2013
- 39. Ak vie na koho šteká... Mgr.Peter Marcin 2013
- 40. Big Dog Mgr.Peter Marcin 2013 Small Dog Snoop Dog
- 41. Ako štekať??? Lacno Inak Zaujímavo Storytelling Efektívne Online Viral PR a Vzťahy, vzťahy a vzťahy...
- 42. BUZZ Mgr.Peter Marcin 2013 Emócia a dôvod o vás hovoriť...
- 44. Kade štekať... Mgr.Peter Marcin 2013
- 45. Aj billboard môže zaujať...
- 47. Aj leták...
- 49. Guerrilla
- 52. QR
- 53. Try usual in the unusual way.
- 56. Must Use Social Media: Facebook, YouTube, Google Plus Iné webové kanály: Blog, diskusie, fóra, portály...
- 59. Try AdWords a Analytics
- 62. Email
- 63. one of best VIRAL ever...
- 65. amazing new social networking tool Hand shake and business card.
- 67. Cross promote with other local businesses. Offer freebies. and do PR
- 68. Word of mouth Podľa prieskumov 90% spotrebiteľov verí odporúčaniu, a len 14% reklame! Mgr.Peter Marcin 2013
- 69. Customers are people — not numbers.
- 70. Develop relationships with your customers...
- 71. Marketingový plán vo vašich biznis plánoch Competitive edge Marketing objectives Marketing methods Funding Mgr.Peter Marcin 2013 – peter.marcin@fm.uniba.sk