<br /> <br /> <br />Marketing for<br />Small Business<br />
‘You cannot control you own future. Your destiny is not in your hands.<br />It is in the hands of the irrational consumer ...
Week One<br /> <br />Introduction<br />What is Marketing?<br />Why is Marketing important?<br />Analysis of Historical Dat...
Introduction<br /> <br />Introduce Yourselves<br />Name<br />Business<br />Business/Work History<br />Family<br />What You...
About Me <br />36<br />Born in Bromley, Kent<br />Moved to Australia in 2003<br />Director of TwoCents Group - creative ma...
What is Marketing?<br />
What is Marketing?<br /> <br />Definition<br />7Ps<br /><ul><li>Product – tangible or intagible; life-cycle; differentiati...
Price – determined by numerous things – market share, competition, costs, branding and customers perceived value
Place – distribution channels
Promotion – this is why we’re here!
People – all stakeholders
Process – the procedure by which the services are used
Physical Evidence – the circumstances in which the product or service is delivered.</li></ul>Marketing Misconceptions<br /...
Marketing supports manufacturing</li></li></ul><li>What is Marketing?<br /> <br />Marketing is the science and art of expl...
My definition<br /> <br />Marketing is the process of communication between a brand or a company and all of its stakeholde...
Why is communication so important?<br /> <br />Human beings have an in-built need to communicate. <br />1st Information Co...
Email<br />Marketing<br />Digital<br />Networking<br />Social<br />Media<br />Partners<br />PR<br />Advertising<br />Inter...
Marketing Concepts<br /> <br />Segmentation<br />Targeting<br />Positioning<br />Needs<br />Wants<br />Demand<br />Offerin...
Key Processes<br /> <br />Indentify opportunity<br />New Product Development<br />Attracting customers<br />Customer reten...
Core Marketing Principles<br />The centre of all marketing planning are the customers, the competition and your suppliers....
Why is Marketing important?<br /> <br />Marketing must play lead role in developing business strategy<br />“A company has ...
Analysis Of Historical Data<br /> <br />To know where you’re going, look where you’ve been.<br />
Market Trends & Consumer Insights<br /> <br />Power has shifted from suppliers to consumers – why?<br />What is your marke...
Competitor Analysis<br /> <br />Why analyse your competitors?<br />Benchmarking<br />	Definition<br />Direct & Indirect co...
Establishing Business &<br />Marketing Objectives<br /> <br />What are your business objectives?<br />What are your market...
Homework<br /> <br />Detail your top five business objectives<br /><ul><li>For the next 12 months
For the next 5 years</li></ul>Competitor Analysis<br /><ul><li>List 5 competitors – local, national, direct and indirect
SWOT analysis of one competitor</li></ul>Market Trends<br />Consumer Insights<br />
People trust 'real friends' for recommendations<br /> <br /> <br /> <br />http://www.helphive.com/business-central/tag/cus...
Marketing for Small Business
Marketing for Small Business
Marketing for Small Business
Marketing for Small Business
Marketing for Small Business
Marketing for Small Business
Marketing for Small Business
Marketing for Small Business
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Marketing for Small Business

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Week One of my 8 week course on marketing for small business

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  • Marketing for Small Business

    1. 1.  <br /> <br /> <br />Marketing for<br />Small Business<br />
    2. 2. ‘You cannot control you own future. Your destiny is not in your hands.<br />It is in the hands of the irrational consumer and society.<br />The changes in the needs, desires and demands will tell you where you must go.<br />You must feel the pulse of change on a daily, continuous basis.<br />Intense curiosity, observe events, analyse trends, seek the clues of change,<br />And translate those clues into opportunities.’<br />Michael Karni<br />
    3. 3. Week One<br /> <br />Introduction<br />What is Marketing?<br />Why is Marketing important?<br />Analysis of Historical Data<br />Market Trends & Consumer Insights<br />Competitor Analysis<br />Establishing Business & Marketing Objectives<br />Homework<br />
    4. 4. Introduction<br /> <br />Introduce Yourselves<br />Name<br />Business<br />Business/Work History<br />Family<br />What Your Understanding Of Marketing Is?<br />What Has Your Business Done When It Comes To Marketing?<br />What are your objectives from this course?<br />Something no-one knows about you<br />
    5. 5. About Me <br />36<br />Born in Bromley, Kent<br />Moved to Australia in 2003<br />Director of TwoCents Group - creative marketing & advertising agency<br />Branding<br />Graphic Design<br />Marketing Consultancy<br />Advertising Campaigns<br />Social Media<br />Previous jobs<br />Marketing, branding and advertising<br />Social networking <br /> <br />
    6. 6. What is Marketing?<br />
    7. 7. What is Marketing?<br /> <br />Definition<br />7Ps<br /><ul><li>Product – tangible or intagible; life-cycle; differentiation required
    8. 8. Price – determined by numerous things – market share, competition, costs, branding and customers perceived value
    9. 9. Place – distribution channels
    10. 10. Promotion – this is why we’re here!
    11. 11. People – all stakeholders
    12. 12. Process – the procedure by which the services are used
    13. 13. Physical Evidence – the circumstances in which the product or service is delivered.</li></ul>Marketing Misconceptions<br /><ul><li>Marketing confused with selling
    14. 14. Marketing supports manufacturing</li></li></ul><li>What is Marketing?<br /> <br />Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.<br />Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and its profit potential.<br />It pinpoints the market segments that the company is capable of serving best and it designs and promotes the appropriate and services.<br />
    15. 15. My definition<br /> <br />Marketing is the process of communication between a brand or a company and all of its stakeholders.<br />
    16. 16. Why is communication so important?<br /> <br />Human beings have an in-built need to communicate. <br />1st Information Communication Revolution: pictographs, carved on stone, too heavy to move<br />2nd Information Communication Revolution: alphabets, paper, wax, uniform language across large distances; printing press<br />3rd Information Communication Revolution:  information transferred through waves and electronic signals<br />
    17. 17.
    18. 18. Email<br />Marketing<br />Digital<br />Networking<br />Social<br />Media<br />Partners<br />PR<br />Advertising<br />Internal<br />Brand<br />
    19. 19. Marketing Concepts<br /> <br />Segmentation<br />Targeting<br />Positioning<br />Needs<br />Wants<br />Demand<br />Offerings<br />Brands<br />Value and satisfaction<br />Exchange<br />Transactions<br />Relationships and networks<br />Channels<br />Supply Chain<br />Competition<br />Environment<br />Marketing programs<br />
    20. 20. Key Processes<br /> <br />Indentify opportunity<br />New Product Development<br />Attracting customers<br />Customer retention and loyalty building<br />Order fulfillment<br />
    21. 21. Core Marketing Principles<br />The centre of all marketing planning are the customers, the competition and your suppliers.<br />Apply segmentation to your market and go after the promising segmentation<br />For each target market, research needs, perceptions, preferences and buying processes<br />Win by carefully defining, creating and delivering a superior value promise.<br />
    22. 22. Why is Marketing important?<br /> <br />Marketing must play lead role in developing business strategy<br />“A company has only two basic functions: innovation & marketing” – Peter Drucker<br />Marketing senses people’s unfulfilled needs and creates new and attractive solutions – iTunes – in some circumstances, marketing senses needs that consumers haven’t even thought of as a need.<br />
    23. 23. Analysis Of Historical Data<br /> <br />To know where you’re going, look where you’ve been.<br />
    24. 24. Market Trends & Consumer Insights<br /> <br />Power has shifted from suppliers to consumers – why?<br />What is your market worth?<br />Is it increasing or decreasing?<br />What is your share worth? Locally? Nationally?<br />What is a trend?<br /> Local trends<br /> Megatrends<br />Trend change is becoming faster – how do you stay on top of them?<br />What is a consumer insight?<br /> Example: Golden age spending<br />
    25. 25. Competitor Analysis<br /> <br />Why analyse your competitors?<br />Benchmarking<br /> Definition<br />Direct & Indirect competitors<br />SWOT Analysise<br />
    26. 26. Establishing Business &<br />Marketing Objectives<br /> <br />What are your business objectives?<br />What are your marketing objectives?<br />
    27. 27. Homework<br /> <br />Detail your top five business objectives<br /><ul><li>For the next 12 months
    28. 28. For the next 5 years</li></ul>Competitor Analysis<br /><ul><li>List 5 competitors – local, national, direct and indirect
    29. 29. SWOT analysis of one competitor</li></ul>Market Trends<br />Consumer Insights<br />
    30. 30. People trust 'real friends' for recommendations<br /> <br /> <br /> <br />http://www.helphive.com/business-central/tag/customer-recommendations/<br />

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