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MARKETING STRATEGY Jean-Antoine Moreau

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MARKETING STRATEGY Jean-Antoine Moreau
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MARKETING STRATEGY Jean-Antoine Moreau

  1. 1. Jean-Antoine Moreau (Engineer) MARKET © Jean-Antoine Moreau Copyright managed by ADAGP
  2. 2. 2 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact « The reason for being of a company is to create and to keep a customer. » Theodore Levitt
  3. 3. MARKETING
  4. 4. 4 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact “We are what we repeatedly do, excellence then is not an act but a habit.” Aristote
  5. 5. MARKETING STRATEGY
  6. 6. 6 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact MARKETINGMARKETING ACTIONACTION
  7. 7. SELLING STRATEGY
  8. 8. 8 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact
  9. 9. 9 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact in a competitive marketin a competitive market
  10. 10. 10 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • Sell, Sell, Sell. • It’s to win, to win, and still to win.
  11. 11. 11 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact organization product To sell Enterprise Company Firm publicity commercial communicationinformation
  12. 12. 12 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact organization product To sellTo sell Enterprise Company Firm publicity commercial communicationinformation Marketing Actions
  13. 13. 13 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The company has to produce only what she can sell.
  14. 14. 14 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact MARKETING MARKETING Knowledge
  15. 15. 15 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Marketing Define the goal Objectives Scheduling
  16. 16. 16 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Marketing Knowledge Environment
  17. 17. 17 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Marketing Knowledge Environment social Legislative law, act, statute demographic technological
  18. 18. 18 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Market Analysis
  19. 19. 19 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Business Study Researc h To get
  20. 20. 20 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Research Advertising
  21. 21. 21 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Advertising Support
  22. 22. 22 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact To prosper, a company (enterprise) has to sell its products.
  23. 23. 23 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact  To prosper, a company (enterprise) has to sell its products.  The company must be the best
  24. 24. 24 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The servicesThe services are dematerialized products.are dematerialized products.
  25. 25. 25 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact To sell Product Service How Who Whom Why When where
  26. 26. 26 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact To sell a process You need
  27. 27. 27 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact STRATEGY – POLICY - PROCESS • Market Analysis • Diagnostic of the market • Define objectives • Define the goal • Development • Market choice • Budgeting
  28. 28. 28 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Market Analysis Diagnostic Define objectives Define the goal Development Market choice Budgeting Strategy Trade policy Marketing policy
  29. 29. 29 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Strategy – Policy •constructive approach •engage constructively •proactive approach •preventative approach
  30. 30. 30 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact a winner approach.
  31. 31. 31 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact STRATEGY impact product market market share market penetration decision process foreign alliance company
  32. 32. 32 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact StrategyStrategy •Profitability •Security •Expansion
  33. 33. 33 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact StrategyStrategy •Profitability •Security •Expansion The goal
  34. 34. 34 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact STRATEGYSTRATEGY • Product • Price • Communication • Distribution • Retail goal
  35. 35. 35 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Job Work enterprise company Strategy area Strategy Domain
  36. 36. 36 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Strategic Analysis competitiveness human resources monetary resources physical resources technical innovation market client - customer
  37. 37. 37 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact in c r e a s e t h e c a p a c ity a c q u ir e t a k e o v e r t h e c o m p e t it o r S p e c ia lis a t io n f r a g m e n t a c t iv it y d if f e r e n t ia t io n b o o k e d m a r k e t S T R A T E G Y
  38. 38. 38 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Knowledge Learn about Your market
  39. 39. 39 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Learn about your customers
  40. 40. 40 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Target customer Typology Segmentation
  41. 41. 41 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact analysis Target costumer Quantitative Qualitative
  42. 42. 42 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact market customer motivation study motivation research motivation analysis
  43. 43. 43 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The goal The objective the satisfaction of needs
  44. 44. 44 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact To know your marketsTo know your markets
  45. 45. 45 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Primary needs • The food • Clothing • Find an accommodation
  46. 46. 46 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Secondary needs • Security • Esteem • Identification • Recognize • Perform • Accomplish • Membership in a social group
  47. 47. 47 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact – To do – To make – To read – To see – To go – To play – To listen – To learn – To speak – To move – To collaborate – … Motivation
  48. 48. 48 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • Motivation – To do – To make – To read – To see – To go – To play – To listen – To learn – To speak – To move – To collaborate – … Projection on the future
  49. 49. 49 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact AttitudeAttitude MotivationMotivation
  50. 50. 50 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact AttitudeAttitude MotivationMotivation family social class references group emotional affective modelintellectual leadersocial culture
  51. 51. 51 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact AttitudeAttitude MotivationMotivation family social class references group emotional affective modelintellectual leadersocial culture AttitudeAttitude
  52. 52. 52 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact ATTITUDE conscious attitude unconscious attitude
  53. 53. 53 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact ATTITUDE conscious attitude unconscious attitude
  54. 54. 54 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Attitude Motivation Constraint Context Satisfy Need Social evolution Mechanism Personal image Social image Image of group Image in the group Image for the group
  55. 55. 55 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Behavior of the consumerBehavior of the consumer
  56. 56. 56 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Behavior of the consumerBehavior of the consumer The purchasing modelThe purchasing model
  57. 57. 57 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The purchasing model Suggested by the researchers : Skinner Howard Sheth Nicosia Engel Kollat Blackwell
  58. 58. 58 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Products and services are made by the company for its customers
  59. 59. 59 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact consumer behavior social environment situation marketing variable personality attitude mentality decision process purchasevaluation
  60. 60. 60 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact consumer behavior social environment situation marketing variable personality attitude mentality decision process purchasevaluation adaptation process resolution process decision process emotional affective
  61. 61. 61 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact behavior rational > rationality irrational > irrationality time > delay > duration
  62. 62. 62 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact purchasing behavior thoughtful - thinking impulsive places of sale association favoring the sale product - function - replacement personal ownership self-respect
  63. 63. 63 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact To sell youhave to invest
  64. 64. 64 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact customers account management topology customer
  65. 65. 65 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact customers topology criteria personality motivation tastes habits practice conversational mode life style
  66. 66. 66 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact To sell You have To invest products services need customer profile
  67. 67. 67 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact industrial policy commercial policy services policy human resources policy research policy quality policy strategy policy customer client
  68. 68. 68 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact industrial policy commercial policy services policy human resources policy research policy quality policy strategy policy customer client
  69. 69. 69 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact You work for your customers
  70. 70. 70 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Your customers Your clients Are the hub of your Business
  71. 71. 71 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact To sell, it is necessary to have something to sell. it is essential to want to sell.
  72. 72. 72 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Without offer no possible sale
  73. 73. 73 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • To have products and services to be sold, it is necessary to want to realize them. It is necessary to want to do a product or a service for his customers.
  74. 74. 74 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact How to know your sales people? How to know the retailers? • image – representation • framework • difficulties • quality • wish • motivation • after-sales services • influence
  75. 75. 75 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact the study of motivation cycle information qualitative test validation
  76. 76. 76 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Technical used in the motivation research
  77. 77. 77 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact “Everyone thinks of changing the world, but no one thinks of changing himself.” Tolstoy
  78. 78. 78 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Interview – non-directive – associative type – separate type
  79. 79. 79 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact interview associative type association connection words image representation words of control supplementary words for information concept
  80. 80. 80 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact “Courage is grace under pressure.” Hemingway
  81. 81. 81 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact tests projective tests thematic tests
  82. 82. 82 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact tests projective tests thematic tests Imaginary advantages of the product Real advantages of the product
  83. 83. 83 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact exploitation of the motivation study Analysis of the contents of all the elements Psychosociology Vertical analysis Horizontal analysis
  84. 84. 84 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact analysis selling prospecting activities variations business follow-up complaint
  85. 85. 85 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact analysis selling prospecting activities variations business follow-up complaint Distributor Retailer Product
  86. 86. 86 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Specific survey sample card check sample cluster samplingarea sampling quota method
  87. 87. 87 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact keep this in mind: • The current crisis is an human crisis, it is not a technical crisis. • Your customers are human beings, your customers are not machines to be consumed.
  88. 88. 88 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact You need to understand your customers.
  89. 89. 89 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact A simple sample purchase questioning Who purchase or not ? What ?Where ? When ?How ? Quantity amount ? Frequency ? Price?
  90. 90. 90 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Questioning use : – closed questions (answer YES or NO) – open questions (all answers are possible) – issues ranked
  91. 91. 91 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Valuation social of the product Motivation Customers
  92. 92. 92 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • Companies control their production. • Companies do not know : What it is the life of the product in the consumer’s home?
  93. 93. 93 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • The life of the product or service in the consumer home.
  94. 94. 94 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact In all cases, we need a customer’s feed-back.
  95. 95. 95 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The feed-back is used in the Media Plan.
  96. 96. 96 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Retailers panels of retailers • Dynamism of the distribution network • Profit of every point of sale • Ranking • Competitors • Characteristics of points of sale • Adaptability of points of sale • Range of products • Quantity • Conditioning unit • Availability • Inventory management • Order processing • Management of the customers • Advertising – publicity • Advertising method • Turnover • Responsibilities • Sampling cooperation between retailers • Chains sales
  97. 97. 97 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Markets of test zones of test
  98. 98. 98 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Communication Duration Measurement system of the consumer’s behaviors
  99. 99. 99 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Markets industrialists, Customers, Companies Private individuals
  100. 100. 100 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact aproach Quality Cost Result
  101. 101. 101 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact n e w p u r c h a s e s a s s o rt m e n t r e n e w a ls t e c h n ic a l c o m p le x ity P u r c h a s e s
  102. 102. 102 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The Product
  103. 103. 103 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact A service is also a product
  104. 104. 104 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact product service lifecycle
  105. 105. 105 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact product service lifecycle internet software harware
  106. 106. 106 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Launch of the product development of produced growth of produced maturity of produced saturation of produced decline of produced functional improvements
  107. 107. 107 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact If you have to sell nothing. You will sell nothing
  108. 108. 108 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact If you have to sell nothing. You will sell nothing. You have to innovate to meet the needs of your customers, otherwise they will go to another supplier.
  109. 109. 109 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact If you have to sell nothing. You will sell nothing. You have to innovate to meet the needs of your customers, otherwise they will go to another supplier. Otherwise, it will be the unemployment
  110. 110. 110 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Nothing to sell Nothing saleable Unemployment
  111. 111. 111 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Unemployment is a result Maladjustment N E E D S C U S T O M E R S
  112. 112. 112 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Your customers are your work Your customers are your future
  113. 113. 113 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact  Those who forget their customers have bad economic results.
  114. 114. 114 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact PRODUCTS - SERVICES FUNCTIONS
  115. 115. 115 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Ordinary consumer goods; Convenience goods; Staple commodities; Products of second necessity; Sustainable consumption;
  116. 116. 116 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Products - Services • Reference • Articles • Lines • short-range products • Long-range products
  117. 117. 117 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Leading products; Locomotives products; Tactical products; Appeals products; Products starting line or start; Products in decline;
  118. 118. 118 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The company sells responses to market needs. The company sells functions related to the needs.
  119. 119. 119 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The functions have a value. The functions have a price on the market.
  120. 120. Approach Value Analysis
  121. 121. 121 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Functional analysis of the value Functional analysis of the value is used to reduce the development costs to a minimum, relying solely on function.
  122. 122. 122 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact product service image halo effect moral value social symbolic
  123. 123. 123 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact product service image halo effect moral value social symbolic Social class Country
  124. 124. 124 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact the brand has a reputation
  125. 125. 125 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The knowledge of the social environment is essential.
  126. 126. 126 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The knowledge of the business environment is essential.
  127. 127. 127 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The knowledge of the environment product distribution sales methods forms of distribution
  128. 128. 128 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Forms of distribution • Independent trade; • Associated trade; • Integrated trade; • Cooperative trade; • Distribution circuit; • Trade network; • Trade franchised; • …
  129. 129. 129 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Distribution circuit - Distribution network Distribution method actors - players distribution and consumption
  130. 130. 130 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Distribution circuit - Distribution network time consuming Express – in Live short producer distributor merchant - trade retailer consumer wholesaler
  131. 131. 131 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact costs depend on the number of actors
  132. 132. 132 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact distribution of a product generates a cost.
  133. 133. 133 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact  distribution of a product generates a cost. • each phase at each stage of marketing the product, there are: – costs, – expenses, – profit taking, – wages - salaries,
  134. 134. 134 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact  The cost reduction allows to invest in new products.
  135. 135. 135 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Know your competitors on your market for your products.
  136. 136. competition
  137. 137. Competition you must know
  138. 138. 138 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact  What are your competitors?  What is their number?  What is the financial capacity of your competitors?
  139. 139. 139 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact  What is the capacity of your competitors?
  140. 140. 140 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact What is the flexibility of your competitors?
  141. 141. 141 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Do your subcontractors outsource their manufacturing? How do they make?
  142. 142. 142 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Do your competitors market they their production?
  143. 143. 143 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Do your competitors export? – How do they make? – What market?
  144. 144. 144 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact  Do your competitors market their production under the name of their own brand?  What represents the name of their brand? for you ? for the market ?
  145. 145. 145 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the value of your competitors’s sales force?
  146. 146. 146 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • How is the sales force of your competitors paid?
  147. 147. 147 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the communication policy of your competitors?
  148. 148. 148 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the dynamics of your competitors?
  149. 149. 149 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the history of your competitors?
  150. 150. 150 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the history of each product?
  151. 151. 151 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the potential of research for every competitor?
  152. 152. 152 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the price strategy of your competitors?
  153. 153. 153 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the strategy of monetary exchange used by your competitors?
  154. 154. 154 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the politics of implemented quality used by your competitors?
  155. 155. 155 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the positioning of your competitors on the market?
  156. 156. 156 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the brand image of your competitors?
  157. 157. 157 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the size of the ranges of products of your competitors? – Qualitative modulation? – Quantitative modulation?
  158. 158. 158 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What are the reasons of purchase for products made or sold by your competitors? • What are brakes in the purchase of competitive products?
  159. 159. 159 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • Your commercial competition is it ? – Direct; – Indirect; – Substitution;
  160. 160. 160 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • What is the purchasing power of the customers of your competitors?
  161. 161. 161 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Knowledge of the statutory environment Export
  162. 162. 162 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Knowledge of the statutory environment Outsourcing Offshoring
  163. 163. 163 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • To gain market shares, it is necessary to answer the real needs for the populations. It is thus necessary to listen to his customers.
  164. 164. 164 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact It is necessary to act on the market It is necessary to convince his prospective customers.
  165. 165. 165 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact It is necessary to act on the market To win the commercial competition
  166. 166. 166 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The role of the manager is to encourage his teams to win.
  167. 167. 167 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Knowledge Action Success
  168. 168. 168 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Advertising - Publicity
  169. 169. 169 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Publicity products services Brands Branding brand image Branding institutionalization professional sector
  170. 170. 170 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Publicity products services Brands Branding brand image Branding institutionalization professional sector
  171. 171. 171 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact PUBLICITY MEDIA
  172. 172. 172 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Media press display radio Cinema movies television social network Internet tools
  173. 173. 173 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The objective of the company is of maximize its profit.
  174. 174. 174 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The company has to be known.
  175. 175. 175 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The manager has to make the good decision at the right time.
  176. 176. 176 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact A good decision taken at the wrong time, at best will be of no use, in the worst its effects will be bad.
  177. 177. 177 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Everything must be made at the right time. It’s the professional attitude
  178. 178. 178 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The company owes: – Present its new products; – Influence the consumer habits; – Develop its fame; – Reassure and give urge; – Act on the image of the product;
  179. 179. 179 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • The company has to work in mode associated with its markets and customers. • The company does not have to use the mode : separate.
  180. 180. advertising   publicity
  181. 181. advertising action
  182. 182. 182 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • Define objectives: – short-term, – medium-term, – long-term.
  183. 183. 183 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact a company which does not know where it goes, arrives at the bankruptcy.
  184. 184. 184 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact To gain new customers, it is necessary: • Love his customers; • Like his profession; • Like working;
  185. 185. 185 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • Have a vast knowledge of the data of the market: – Quantitative; – Qualitative; – Motivations; – Distribution; – Competition; – Legislation; – Products; – Packagings;
  186. 186. 186 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • Know how to define the constraints to which are subjected the company.
  187. 187. 187 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • Know how to establish the list of points: – Positive; – Delicate;
  188. 188. 188 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact DefineAdvertising subjects Motivations of the customers Advertising axes
  189. 189. 189 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact DefineAdvertising subjects Motivations of the customers Advertising axes products or services
  190. 190. 190 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Marketing people The creative people The commercial people message - advertising segment of customers Advertising shape Intermediate target
  191. 191. 191 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact the advertisement must be tested. the publicity must be tested. effectiveness of the message
  192. 192. 192 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact to test the publicity • How many people do they remember having seen the message? • How did we associated the message with the presented product? • How did we perceived the meaning of the message? • How can the customer believe what we assert him?
  193. 193. 193 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • The symbolic meaning of the message? • Associations created by the message? • The positive interest of the message for the one who hears it or visualizes? • The audience of the message? • The penetration rate of the commercial publicity? • The rate of traffic of the message, publicity?
  194. 194. 194 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact publicity Commercial efficiency goal
  195. 195. 195 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact publicity Commercial efficiency goal
  196. 196. 196 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Sales promotion Consumers Producers Distributors Users Sales force
  197. 197. 197 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Phase - Step Launch Growth Maturity Saturation Decline
  198. 198. 198 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Public relations
  199. 199. 199 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The public relations are a part of the advertising communication.
  200. 200. 200 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Public relations how to become an ally of the public.
  201. 201. 201 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The public relations a marketing technique
  202. 202. merchandising
  203. 203. 203 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact To sell well It is necessary to know how to buy
  204. 204. 204 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Price policy Attack the competitors Defend itself Become established Skim the market Penetrate into the market To incite the users to consume
  205. 205. Consideration of the constraints
  206. 206. 206 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The constraints • The legislation – law; • The production capacity; • The know-how of the staff; • Market prices; • The economic situation; • The cost of the product; • The type of market; • The type of competition; • The type of product; • The standards; • The demand of markets; • The psychological factors; • The sociological factors;
  207. 207. 207 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact The launching of a new product
  208. 208. 208 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact It is necessary to know the environment.
  209. 209. 209 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Environment • Customers, • Economy; • Commercial; • Law; • Social; • Politics; • Investment; • Shareholder;
  210. 210. 210 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • It is necessary to make the evaluation of the potential demand.
  211. 211. 211 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact We need to evaluate the competition.
  212. 212. 212 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact • Analysis of the offer; • Analysis of the potential demands;
  213. 213. 213 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact prototyping develop and finalize a prototype
  214. 214. 214 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact define the strategy of product launch
  215. 215. 215 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact advertising - pubilicity
  216. 216. 216 / 216 © Jean-Antoine Moreau Copyright managed by ADAGP Contact Sale - Sale always sell

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