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Building a Powerful Marketing
Plan
Tayyaba Latif
Marketing
• The process of creating and delivering desired
goods and services to customers.
• The process of building profitable customer
relationships by creating value for customers
and capturing value in return.
• Involves all of the activities associated with
winning and retaining loyal customers.
Marketing
• Old sense
Telling and selling
• New sense
Satisfying customer needs
UnderstandingMarketPlaceand
CustomerNeeds
• NEED
State of felt deprivation
• Wants
The form human needs take as shaped by culture
and individual personality. An American need food
but wants Big Mac, French fries, soft drinks etc and
Pakistani need food but wants rice, beans, bread etc.
• Demands
Human wants that are backed by buying power.
• Market Segmentation
Dividing a market into distinct groups of buyers who
have distinct needs, characteristics, or behavior and
who might require separate products or marketing
programs.
• Market Targeting
The process of evaluating each market segment’s
attractiveness and selecting one or more segments
to enter.
UnderstandingMarketPlaceand
CustomerNeeds
Customer Relationship Management
• Involves developing and maintaining long-
term relationships with customers so that they
will keep coming back to make repeat
purchases.
Customer Relationship Management
• Steps:
– Collect meaningful customer information and
compile it in a database.
– Mine the database to identify “best” customers.
– Use the information to develop lasting relationships
with “best” customers.
– Attract more customers who fit the “best”
customer profile.
– Stay in contact with customers between sales.
How toBecomeanEffectiveOne-to-OneMarketer
Identify your best customers,
never passing up the
opportunity to get their names.
Collect information on these
customers, linking their
identities to their transactions.
Calculate the long-term value
of customers so you know
which ones are most desirable
(and most profitable).
Successful
One-to-One
Marketing
Know what your customers’
buying cycle is and time your
marketing efforts to coincide
with it - “just-in-time marketing.”
Make sure your company’s
product and service quality
will astonish your customers.
See customer complaints
for what they are - a
chance to improve
your service and
quality. Encourage
complaints and then
fix them!
Enhance your products and
services by giving customers
information about them and how
to use them.
Building a Guerrilla Marketing Plan
• Low-cost creative marketing techniques that
allow a small company to wring more bang
from its marketing bucks than do larger rivals.
• Do not have to spend large amounts of money
to be effective.
A Guerrilla Marketing Plan
1. Pinpoints the specific target markets the
company will serve.
2. Determines customer needs and wants through
market research.
3. Analyzes a firm’s competitive advantages and builds
a marketing strategy around them.
4. Creates a marketing mix that meets customer needs
and wants.
Guerrilla Marketing Strategies
• Find a niche and fill it.
• Don’t just sell; entertain.
– “Entertaining”
• Strive to be unique.
• Connect with customers on an
emotional level.
Guerrilla Marketing Strategies
Create an identity for your business through
branding.
Brand
A name, term, sign, symbol, or design, or a
combination of these that identifies the
products or services of one seller or group of
sellers and differentiates them from those of
competitors.
Guerrilla Marketing Strategies
Marketing on the World Wide Web.
• Create an identity for your business through
branding.
Marketing on the World Wide Web
• An essential business tool - Even the smallest
companies can market their products and
services around the globe.
• The Web can be the “Great Equalizer” in a
small company’s marketing program.
Guerrilla Marketing Strategies
• Marketing on the World Wide Web.
Focus on the customer.
• Create an identity for your business through
branding.
Focus on the Customer
• 67 percent of customers who stop patronizing a
business do so because an indifferent employee
treated them poorly.
• 96 percent of dissatisfied customers never complain
about rude or discourteous service, but...
– 91 percent will not buy from that business again.
– 100 percent will tell their “horror stories” to at
least nine other people.
– 13 percent of those unhappy customers will tell
their stories to at least 20 other people.
Focus on the Customer
• Treating customers indifferently or poorly costs the
average company from 15% percent to 30 percent of
gross sales!
• Replacing lost customers is expensive; it costs seven to
nine times as much to attract a new customer as it does
to sell to an existing one!
• About 70 percent of a company’s sales come from
existing customers.
• Because 20 percent of a typical company’s customers
account for about 80 percent of its sales, no business can
afford to alienate its best and most profitable customers
and survive!
PrinciplesofCustomerExperienceManagement(CEM)
• Intimate understanding of each customer’s
needs, wants, preferences, and peculiarities
• Personal, customized messages in marketing,
sales, service, and advertising
• Consistent, courteous, and professional
treatment by everyone in the company
• Responsive, rapid handling of requests,
questions, problems, and complaints
• Helpful information and advice delivered
proactively, where appropriate
• Involvement of caring, well-trained people
rather than strict reliance on technology for
service delivery
• Long-term view of the company/customer
relationship rather than a focus on “making a
sale”
• Emphasis on sustaining an ongoing relationship
built on trust and respect
• Frequent and visible demonstrations of
commitment to nurturing the company/customer
relationship
In every customer interaction
Satisfied, loyal,
repeat (and
profitable)
customers
Focus on the Customer
Companies that are successful at retaining their
customers constantly ask themselves (and their
customers) four questions:
1. What are we doing right?
2. How can we do that even better?
3. What have we done wrong?
4. What can we do in the future?
Guerrilla Marketing Strategies
Be devoted to quality.
• Create an identity for your business through branding.
• Marketing on the World Wide Web.
• Focus on the customer.
Devotion to Quality
• Study: 60 percent of customers who change suppliers
do so because of problems with a company’s
products or services.
• World-class companies treat quality as a strategic
objective, an integral part of the company culture.
• The philosophy of Total Quality Management (TQM):
– Quality in the product or service itself.
– Quality in every aspect of the business and its relationship
with the customer.
– Continuous improvement in quality.
HowDoAmericansDefineQualityina
Product?
• Reliability (providing what you say you will provide)
• Durability (how long an item lasts)
• Ease of use
• Known or trusted brand name
• Low price
Guerrilla Marketing Strategies
Pay attention to convenience.
• Create an identity for your business through branding.
• Marketing on the World Wide Web.
• Focus on the customer.
• Be devoted to quality.
Attention to Convenience
• Is your business conveniently located near
customers?
• Are your business hours suitable to your
customers?
• Would customers appreciate pickup and
delivery services?
• Do you make it easy for customers to buy on
credit or with credit cards?
• Are your employees trained to handle business
transactions quickly, efficiently, and politely?
• Does your company offer “extras” that would make
customers’ lives easier?
• Can you bundle existing products to make it easier
for customers to use them?
• Does your company handle telephone calls quickly
and efficiently?
Attention to Convenience
Guerrilla Marketing Strategies
Concentrate on innovation.
Concentration on Innovation
• Innovation
– The key to future success.
– One of the greatest strengths of entrepreneurs. It
shows up in the new products, techniques, and unusual
approaches they introduce.
• Entrepreneurs often create new products and
services by focusing their efforts on one area and
by using their size and flexibility to their advantage.
Guerrilla Marketing Strategies
• Concentrate on innovation.
Emphasize speed.
Emphasis on Speed
• Speed new products to market
• Shorten customer response time in manufacturing
and delivery
• Reduce the administrative time required to fill an
order.
• Re-engineer the process rather than try to do the
same thing - only faster.
• Create cross-functional teams of workers and
empower them to attack and solve problems.
• Rethink the supply chain.
• Use technology to find shortcuts wherever possible.
• Put the Internet to work for you.
The Marketing Mix
• Marketing Mix is a combination of marketing tools
that a company uses to satisfy their target customers
and achieving organizational goals.
• Marketing mix classified under four broad categories:
– Product
– Place
– Price
– Promotion
• Basic components of a marketing mix are called 4
P’s of marketing
Branding
Style Packaging
Installation
Durability
After sales
Warranty
Quality
Features
Physically
good
PRODUCT
Product:
A product is anything that is designed to meet the customers’
needs.
Product is the actual offering by the company to its targeted
customers which also includes value added stuff. Product may be
tangible (goods) or intangible (services
• Quality: the quality of the product must be worth how much the
customer pays for it.
• Style: the style of the product could be outstanding and attractive
so customers will be interested.
• Packaging: the packaging of a product is important because it
protects the product from any damage, and usually contains
important information about the product.
• Durability: the product must last long enough for its value's worth.
Product
• Installation: The product must have information/instructions
if needed, to install or build it, or the customer will not be
satisfied.
After Sales: after the product is sold, there is usually a policy
as to what happens next. For example, if it is broken or faulty,
a customer may be able to return or exchange it.
• warranty: a product usually has a warranty when it is
purchased. This ensures that if the product is faulty or
damaged, it can be exchanged or returned.
• Branding: a product is usually branded to make it identifiable.
• Features: a product has its own features, so it can provide its
purpose.
• Physically good: the product must be physically good before it
is sold/put on the market.
Price:
• The money for which something is offered for sale .
Price includes the pricing strategy of the company for
its products. How much customer should pay for a
product? Pricing strategy not only related to the profit
margins but also helps in finding target customers.
Pricing decision also influence the choice of marketing
channels. Price decisions include:
Basic Price: the basic price of the product or service
must be worth the value of the product.
Discounts: discounts on the product are used rarely, to
obtain more customers.
Price Variations: when a business compares its prices
to another and usually agrees to go below the prices of
a competing company if customers demand it.
PRICE
Trade-in terms: there are usually trade-in terms for the
purchaser if they decide to trade/exchange the product
after they have bought it.
Payment terms: there are terms of payment for the
customer. They must pay the correct amount when they
are asked, or there could be problems.
Credit terms: sometimes, when buying an expensive
product or service, the customer can pay for it over a
certain amount of time instead of just handing over the
money at the time of purchase.
Using price as a weapon for rivals is as old as mankind. but
it’s risky too. Consumers are often sensitive for price,
discounts and additional offers. Another aspect of pricing is
that expensive products are considered of good quality.
PRICE
• 'extra-fill' packs can give the customer up to
30% extra free
Promotion:
The product must be promoted it includes all communication and
selling activities to persuade future prospects to buy the product.
Promotion decisions include not only the place where the product
is placed, all those activities performed by the company to ensure
the availability of the product to be targeted customers. Availability
of the product at the right place, at the right time and in the right
quantity is crucial in placement decisions.
Advertising: by advertising, the product or service may become
more known.
Personal selling: selling face to face with the customer. This could
involve developing a relationship with the potential buyer.
Sales Promotion: there may be special promotions on sales.
PROMOTION
Public relations/publicity: the product or service
may gain publicity, which will gain more demand
if customers are interested in it.
Sponsorship: a company may get a sponsorship
deal with another company to gain publicity. E.g.
companies advertise on football team’s t-shirts.
Direct Marketing: face to face selling or buying.
Market Communications: messages used to
communicate with the market/the public
(customers).
PROMOTION
Labeling on its products
carries clear information
on
• Levels of fat
• Salt and sugar.
• Its labeling is in line with
the Food Standards
Agency (FSA) and the
food industry's Guideline
Daily Amounts (GDA).
Place:
There will need to be a place where the product can
be sold and purchased.
Pushing and pulling through the channels:
Location: the location of the company is important.
Physical distribution: how the product will be
distributed.
Long and short channels:
PLACE
Channel variety: selling the product/service in
many different places.
Market coverage: how large the business is in
terms of size. For example, a business may
need two buildings to operate.
Channel of distribution: How the product will
be delivered/distributed to where it is going to
be sold. This may include means of transport
such as ferry, train, or plane.
King Kong Movie
Powerful Marketing Plan
Powerful Marketing Plan
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Powerful Marketing Plan

  • 1. Building a Powerful Marketing Plan Tayyaba Latif
  • 2. Marketing • The process of creating and delivering desired goods and services to customers. • The process of building profitable customer relationships by creating value for customers and capturing value in return. • Involves all of the activities associated with winning and retaining loyal customers.
  • 3. Marketing • Old sense Telling and selling • New sense Satisfying customer needs
  • 4. UnderstandingMarketPlaceand CustomerNeeds • NEED State of felt deprivation • Wants The form human needs take as shaped by culture and individual personality. An American need food but wants Big Mac, French fries, soft drinks etc and Pakistani need food but wants rice, beans, bread etc. • Demands Human wants that are backed by buying power.
  • 5. • Market Segmentation Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing programs. • Market Targeting The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. UnderstandingMarketPlaceand CustomerNeeds
  • 6. Customer Relationship Management • Involves developing and maintaining long- term relationships with customers so that they will keep coming back to make repeat purchases.
  • 7. Customer Relationship Management • Steps: – Collect meaningful customer information and compile it in a database. – Mine the database to identify “best” customers. – Use the information to develop lasting relationships with “best” customers. – Attract more customers who fit the “best” customer profile. – Stay in contact with customers between sales.
  • 8. How toBecomeanEffectiveOne-to-OneMarketer Identify your best customers, never passing up the opportunity to get their names. Collect information on these customers, linking their identities to their transactions. Calculate the long-term value of customers so you know which ones are most desirable (and most profitable). Successful One-to-One Marketing Know what your customers’ buying cycle is and time your marketing efforts to coincide with it - “just-in-time marketing.” Make sure your company’s product and service quality will astonish your customers. See customer complaints for what they are - a chance to improve your service and quality. Encourage complaints and then fix them! Enhance your products and services by giving customers information about them and how to use them.
  • 9. Building a Guerrilla Marketing Plan • Low-cost creative marketing techniques that allow a small company to wring more bang from its marketing bucks than do larger rivals. • Do not have to spend large amounts of money to be effective.
  • 10. A Guerrilla Marketing Plan 1. Pinpoints the specific target markets the company will serve. 2. Determines customer needs and wants through market research. 3. Analyzes a firm’s competitive advantages and builds a marketing strategy around them. 4. Creates a marketing mix that meets customer needs and wants.
  • 11. Guerrilla Marketing Strategies • Find a niche and fill it. • Don’t just sell; entertain. – “Entertaining” • Strive to be unique. • Connect with customers on an emotional level.
  • 12. Guerrilla Marketing Strategies Create an identity for your business through branding.
  • 13. Brand A name, term, sign, symbol, or design, or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors.
  • 14. Guerrilla Marketing Strategies Marketing on the World Wide Web. • Create an identity for your business through branding.
  • 15. Marketing on the World Wide Web • An essential business tool - Even the smallest companies can market their products and services around the globe. • The Web can be the “Great Equalizer” in a small company’s marketing program.
  • 16. Guerrilla Marketing Strategies • Marketing on the World Wide Web. Focus on the customer. • Create an identity for your business through branding.
  • 17. Focus on the Customer • 67 percent of customers who stop patronizing a business do so because an indifferent employee treated them poorly. • 96 percent of dissatisfied customers never complain about rude or discourteous service, but... – 91 percent will not buy from that business again. – 100 percent will tell their “horror stories” to at least nine other people. – 13 percent of those unhappy customers will tell their stories to at least 20 other people.
  • 18. Focus on the Customer • Treating customers indifferently or poorly costs the average company from 15% percent to 30 percent of gross sales! • Replacing lost customers is expensive; it costs seven to nine times as much to attract a new customer as it does to sell to an existing one! • About 70 percent of a company’s sales come from existing customers. • Because 20 percent of a typical company’s customers account for about 80 percent of its sales, no business can afford to alienate its best and most profitable customers and survive!
  • 19. PrinciplesofCustomerExperienceManagement(CEM) • Intimate understanding of each customer’s needs, wants, preferences, and peculiarities • Personal, customized messages in marketing, sales, service, and advertising • Consistent, courteous, and professional treatment by everyone in the company • Responsive, rapid handling of requests, questions, problems, and complaints • Helpful information and advice delivered proactively, where appropriate • Involvement of caring, well-trained people rather than strict reliance on technology for service delivery • Long-term view of the company/customer relationship rather than a focus on “making a sale” • Emphasis on sustaining an ongoing relationship built on trust and respect • Frequent and visible demonstrations of commitment to nurturing the company/customer relationship In every customer interaction Satisfied, loyal, repeat (and profitable) customers
  • 20. Focus on the Customer Companies that are successful at retaining their customers constantly ask themselves (and their customers) four questions: 1. What are we doing right? 2. How can we do that even better? 3. What have we done wrong? 4. What can we do in the future?
  • 21. Guerrilla Marketing Strategies Be devoted to quality. • Create an identity for your business through branding. • Marketing on the World Wide Web. • Focus on the customer.
  • 22. Devotion to Quality • Study: 60 percent of customers who change suppliers do so because of problems with a company’s products or services. • World-class companies treat quality as a strategic objective, an integral part of the company culture. • The philosophy of Total Quality Management (TQM): – Quality in the product or service itself. – Quality in every aspect of the business and its relationship with the customer. – Continuous improvement in quality.
  • 23. HowDoAmericansDefineQualityina Product? • Reliability (providing what you say you will provide) • Durability (how long an item lasts) • Ease of use • Known or trusted brand name • Low price
  • 24. Guerrilla Marketing Strategies Pay attention to convenience. • Create an identity for your business through branding. • Marketing on the World Wide Web. • Focus on the customer. • Be devoted to quality.
  • 25. Attention to Convenience • Is your business conveniently located near customers? • Are your business hours suitable to your customers? • Would customers appreciate pickup and delivery services? • Do you make it easy for customers to buy on credit or with credit cards?
  • 26. • Are your employees trained to handle business transactions quickly, efficiently, and politely? • Does your company offer “extras” that would make customers’ lives easier? • Can you bundle existing products to make it easier for customers to use them? • Does your company handle telephone calls quickly and efficiently? Attention to Convenience
  • 28. Concentration on Innovation • Innovation – The key to future success. – One of the greatest strengths of entrepreneurs. It shows up in the new products, techniques, and unusual approaches they introduce. • Entrepreneurs often create new products and services by focusing their efforts on one area and by using their size and flexibility to their advantage.
  • 29. Guerrilla Marketing Strategies • Concentrate on innovation. Emphasize speed.
  • 30. Emphasis on Speed • Speed new products to market • Shorten customer response time in manufacturing and delivery • Reduce the administrative time required to fill an order. • Re-engineer the process rather than try to do the same thing - only faster. • Create cross-functional teams of workers and empower them to attack and solve problems. • Rethink the supply chain. • Use technology to find shortcuts wherever possible. • Put the Internet to work for you.
  • 31. The Marketing Mix • Marketing Mix is a combination of marketing tools that a company uses to satisfy their target customers and achieving organizational goals. • Marketing mix classified under four broad categories: – Product – Place – Price – Promotion • Basic components of a marketing mix are called 4 P’s of marketing
  • 33. Product: A product is anything that is designed to meet the customers’ needs. Product is the actual offering by the company to its targeted customers which also includes value added stuff. Product may be tangible (goods) or intangible (services • Quality: the quality of the product must be worth how much the customer pays for it. • Style: the style of the product could be outstanding and attractive so customers will be interested. • Packaging: the packaging of a product is important because it protects the product from any damage, and usually contains important information about the product. • Durability: the product must last long enough for its value's worth.
  • 34. Product • Installation: The product must have information/instructions if needed, to install or build it, or the customer will not be satisfied. After Sales: after the product is sold, there is usually a policy as to what happens next. For example, if it is broken or faulty, a customer may be able to return or exchange it. • warranty: a product usually has a warranty when it is purchased. This ensures that if the product is faulty or damaged, it can be exchanged or returned. • Branding: a product is usually branded to make it identifiable. • Features: a product has its own features, so it can provide its purpose. • Physically good: the product must be physically good before it is sold/put on the market.
  • 35. Price: • The money for which something is offered for sale . Price includes the pricing strategy of the company for its products. How much customer should pay for a product? Pricing strategy not only related to the profit margins but also helps in finding target customers. Pricing decision also influence the choice of marketing channels. Price decisions include: Basic Price: the basic price of the product or service must be worth the value of the product. Discounts: discounts on the product are used rarely, to obtain more customers. Price Variations: when a business compares its prices to another and usually agrees to go below the prices of a competing company if customers demand it.
  • 36. PRICE Trade-in terms: there are usually trade-in terms for the purchaser if they decide to trade/exchange the product after they have bought it. Payment terms: there are terms of payment for the customer. They must pay the correct amount when they are asked, or there could be problems. Credit terms: sometimes, when buying an expensive product or service, the customer can pay for it over a certain amount of time instead of just handing over the money at the time of purchase. Using price as a weapon for rivals is as old as mankind. but it’s risky too. Consumers are often sensitive for price, discounts and additional offers. Another aspect of pricing is that expensive products are considered of good quality.
  • 37. PRICE • 'extra-fill' packs can give the customer up to 30% extra free
  • 38. Promotion: The product must be promoted it includes all communication and selling activities to persuade future prospects to buy the product. Promotion decisions include not only the place where the product is placed, all those activities performed by the company to ensure the availability of the product to be targeted customers. Availability of the product at the right place, at the right time and in the right quantity is crucial in placement decisions. Advertising: by advertising, the product or service may become more known. Personal selling: selling face to face with the customer. This could involve developing a relationship with the potential buyer. Sales Promotion: there may be special promotions on sales.
  • 39. PROMOTION Public relations/publicity: the product or service may gain publicity, which will gain more demand if customers are interested in it. Sponsorship: a company may get a sponsorship deal with another company to gain publicity. E.g. companies advertise on football team’s t-shirts. Direct Marketing: face to face selling or buying. Market Communications: messages used to communicate with the market/the public (customers).
  • 40. PROMOTION Labeling on its products carries clear information on • Levels of fat • Salt and sugar. • Its labeling is in line with the Food Standards Agency (FSA) and the food industry's Guideline Daily Amounts (GDA).
  • 41. Place: There will need to be a place where the product can be sold and purchased. Pushing and pulling through the channels: Location: the location of the company is important. Physical distribution: how the product will be distributed. Long and short channels:
  • 42. PLACE Channel variety: selling the product/service in many different places. Market coverage: how large the business is in terms of size. For example, a business may need two buildings to operate. Channel of distribution: How the product will be delivered/distributed to where it is going to be sold. This may include means of transport such as ferry, train, or plane.
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