The document discusses various entrepreneurial marketing strategies including relationship marketing, expeditionary marketing, one-to-one marketing, real-time marketing, disruptive marketing, viral marketing, digital marketing, permission marketing, radical marketing, buzz marketing, customer-centric marketing, convergence marketing, and dimensions of entrepreneurial marketing such as opportunity-driven approaches and customer focus. It also covers topics like leveraging resources, brand building, pricing strategies, channel strategy, promotions objectives, planning promotional campaigns, types of discounts, sampling techniques, events, free gifts, tie-ins, and trade promotions.

1. Entrepreneurial
Marketing

2. Marketing Strategies
Relationship Marketing Radical Marketing
Expeditionary Marketing Buzz Marketing
One to one Marketing Guerrilla Marketing
Real time Marketing Customer Centric Marketing
Disruptive Marketing Convergence Marketing
Digital Marketing
Permission Marketing

3. Relationship marketing
• Identifying, establishing, maintaining and
enhancing relationships with customers
and other stakeholders, for profit
• Achieving objectives of both parties
• Driver – sophisticated customers want
individualised attention

4. Expeditionary marketing
• Creating markets before competitors
• Continuous search for innovative product
concepts
• Leading rather than following consumers
• Tolerance of failure

5. One-to-one marketing
• Individualised marketing mix
• Marketing based on knowing the
customer through collaborative
interactions

6. Real-time marketing
• Technology-facilitated, real-time
dialogues with interactive services

7. Disruptive marketing
• Shattering culturally embedded
biases and conventions
• Forging a radical new vision of a
product

8. Viral marketing
• Self-replicating promotion
• Multiplies as like-minded people market to
each other
• One has to be careful of mutation

9. Digital marketing
• IT-enabled interactivity
• New forms of interaction lead to deeper
relationships
• Greater personalisation

10. Permission Marketing
•an approach to selling goods
and services where a prospect
explicitly agrees to receive
marketing information

11. Radical marketing
• With limited financial resources
• Maximum exploitation of limited budget
• Redefine competitive rules
• Focus on growth and expansion rather
than short term gains

12. Buzz marketing
• Consumer-generated information
dispersed through individual networks by
creating excitement
• Word of mouth

13. Customer-centric marketing
• Marketing seeks to fulfill needs of
individual consumer
• Needs of consumer is the starting point of
planning process
• Driven by increased market diversity

14. Convergence marketing
• Fusion of technologies
or combination of
channels

15. Dimensions of
entrepreneurial marketing
• Proactive orientation
• Opportunity-driven
• Customer focus
• Innovation focus
• Risk / vulnerability management
• Resource leveraging

16. Leveraging resources
• Stretching resources further than others
have done in the past
• Getting uses others have been unable to
realise
• Using other’s resources for one’s own
purposes
• Complementing one resource with
another to create greater value
• Using some resources to obtain others

17. Brand building
• Let the brand strategy drive the
new business
do not outsource branding
– Creates distance between brand and top
management
– Agencies will focus on media, not brand
• Clarify your brand identity

18. Brand building
• Identity-building brand exposure
• Involve the customer in the brand building
experience
• Borrow practices from across industries
• Pilot test novel ideas
• Have a ‘brand manager’
• Monitor results

19. Pricing
Assess what value customers place on the product
Look for variations in the way customers value the
product
– Heavy users
– Criticality of use
– Different uses

20. Price sensitivity
• Less if 3rd party bears cost
• Cost of item is significant to total
expenditure
• If buyer is not end user (B2B)
• Easy to compare products in category
• Easy access to competing products
• Low cost of switching
• Long term relationship is not important

21. Pricing
• Identify a pricing structure
• Consider competitor’s reactions
• Monitor realised prices
• Assess customer’s emotional response to
prices
• Analyse if returns are worth it

22. Skimming
a policy of relatively high prices
• Demand will be comparatively inelastic
with respect to prices
consumers may be ignorant of real value
• Segments the market
systematic price reduction to tap other
segments

23. Skimming
•
•
•
Safer – it may be easier to reduce prices
than to raise them
High prices can finance high initial costs
Can absorb future rise in component
costs

24. Penetration pricing
• High price elasticity of demand
• High fixed costs – low variable costs
• Strong threat of potential competition
• Cost compression curve is steep
• Provides greater visibility to company early

25. Pricing Precepts / Rules
• Pricing of a product should work towards
maximising present worth
• The unit for making decisions and for
measuring return is the entire economic
life of the product
• Pricing begins before production
commences and repricing continues for
the entire life cycle

26. Pricing precepts
• Producers costs indicate a floor price
• Customers cost indicates price sensitivity
• Competitor’s costs indicate their strength
• Different pricing strategies can be used in
different segments

27. Channel strategy
• Go directly to the consumer: bypass all
• Go directly to the retailer: bypass
distributor
• Use sales agents
• Set up your own intermediaries
• Participate in establisher channel structure

28. Promotions: Objectives
• SALES
• Increased distribution outlets
• Increased shelf space
• Increased in-store presence
• Expanded selling season
• Increased purchase frequency
• Increased usage occasions
• Increased transaction size
• Trial

29. Planning a promo campaign
• Establish objectives
• Plan on strategies and tactics
• Establish criteria for success
• Create back-up plan
• Review and test
• Put controls in place
• Roll out

30. Contests
• Call attention to a product when there is
nothing new
• The product should tie in with the contest
• Can be used to build data on customers
• Instant win enjoys greater participation
• Lots of prizes vs one big prize

31. Coupons
• Coupons entitle bearers to an immediate
discount when presented to a participating
business
• Greatest influencer among promos
• P&G vs the people
• Manufacturer / retailer or both
• On product / off site

32. Discounts
• Can result in:
– Increased consumption
– New type of consumption eg gifting
– Stockpiling
• EDLP vs High Low
• Builds traffic
• Price reductions are simplistic

33. Types of discounts
• Cash discounts
• Trade-ins
• Membership discounts
• First few customers
• Twofers / BOGO etc
• Future purchase
• Bundling
• Added value (0% finance)

34. Continuity
• Basis: it costs more to get a new customer
than to retain an old one
• Collect and get
• Loyalty
• Collector series
• Close-ended vs open-ended

35. POP
• Also known as POS
• It is a display tactic
• Display must convey message in 3 secs
• More the better
• Give benefit to retailer
• Announce some other promotion
• Self-shipper (easy set-up)

36. Sampling
• In store
• On pack / in pack / near pack
• Coupon
• Delivered
• Direct mail
• Media delivery (incl. downloads)
• Demos
• Trial offers (short-term)
• Venues (clubs, community halls)
• Events

37. Sampling
• Kits
• Booths
• Literature
• Hiring &Training
• Follow up
• measurement

38. Event
• Make / rent an event
• Product placement
• Product affiliation
• Licensed premium offer (spidey toys)
• Event tickets
• Event extension (Merc-sit in F1 car)

39. What can you do at an
event?
• Sponsorships
• Signage
• Sampling booths
• Celebrity appearances
• Hospitality tents
• Premiums, souvenirs
• Exhibit items

40. Free gifts
• Along with sale
• The container itself
• Charge cost
• Free with commitment (subscription)
• Collectibles
• Collect and get

41. Tie-ins
• Product compatibility –pizza and cola
• Market match
• Distribution match
• Seasonality
• Regionality
• Cross-merchandising

42. Trade promotions
• Get new distribution
• Optimise product mix
• Exploit seasonality
• Get shelf space
• Secure services (co-op)
• Performance

43. VIRAL MARKETING
• Buzz, word-of-mouth, network marketing
• Hotmail – “get your private, free email at
www.Hotmail.com”
• Give away valuable products or services
• Provides effortless transfer to others
• Scalable
• Utilize existing communication networks
• Take advantage of others’ resources

44. Myths
• Only outrageous or edgy products are buzz-
worthy
– Unique in some respect
– Highly visible
• Buzz just happens
– identify opinion leaders
– Ration supply
– Celebrities
– Use lists (IIPM)
– Build community

45. Myths
• The best buzz-starters are your best
customers
• To profit from buzz, act first and fast
(coloured nailpolish)
• Media and advertising are needed to
create buzz

46. Drivers of buzz
• word-of-mouth is 10 times more effective
than other media
• Ad clutter is rising
• Traditional forms of media are rising in
cost
• Trust in ads is coming down
• Technology is acceleration buzz

47. 6 buttons of buzz
Give people a story to tell
• Taboo
• Unusual
• Outrageous
• Hilarious
• Remarkable
• secrets