The document discusses market planning and penetration. It outlines establishing a brand image through creating a visual, emotional connection with customers. This is done by communicating the brand image through the company name, logo, marketing materials, website, and social media. The document also discusses considerations for selecting a business location and developing an effective sales and marketing strategy to reach the target market and penetrate the market.

1. Market Planning: penetration
• objectives to meet
• create a brand for your business
• consider effective ways to reach your target market
• Develop a plan to penetrate the market

2. creating an image
 establishing an image
 visual, emotional, cultural connection between customer and company
 business with strong brands have to following
 higher perceived value for their products and services
 higher profit margins than competitors
 loyal customers who don’t switch to competitors
 cross-selling other products and services
 development of new products/services more quickly and cost effectively
 customer buys values and promises out of the product

3.  communicating an image
 name
 name of competitors
 message it communicates
 usages of name
 business it describes
 location
 home office
 executive suits
 commercial leases
 buying/ developing a building
 business incubators

4.  consideration for location selection
 cost and lease terms
 suitability of physical space
 demographics of the area
 visibility to potential customers
 ease of access for customers
 parking availability
 image of the space
 competitors’ location
 neighboring business
 availability of employees

5.  communicating the brand
 the brand message
 define the message
 convey the message
 Marketing Materials
 designing marketing materials
 logo
 timeless
 symbolic
 simple
 unique

6.  business cards and stationery
 brochures and flyers
 create a digital presence
 promoting electronically
 website
 social media
 increasing social media effectiveness
 monitor your impact

7.  enhance customer service
 marketing activities
 reaching the target marketing
 advertising
 publicity
 promotion- premiums, coupons, demonstrations, telemarketing, E-newsletters, electronic
media

8.  sales methods
 developing a sales strategy
 internal sales methods
 solo process
 direct sales force
 internet
 external sales methods
 licensing
 executing distribution channels
 sales/ manufacturer’s representatives