Contemporary philippine arts from the regions_PPT_Module_12 [Autosaved] (1).pptx
ToTCOOP+i O3 o4 unit-6_final_version_en
1. ToTCOOP+i PROJECT
Training Unit 6 : Marketing management
STRATEGIC PARTNERSHIP FOR INNOVATING THE TRAINING OF TRAINERS
OF THE EUROPEAN AGRI-FOOD COOPERATIVES
2. Index
Activity 1: Market and its dynamics. characteristics of companies based on
cooperatives in the light of market
Activity 2: Marketing versus management
Activity 3: Marketing analyses
Activity 4: Marketing strategy
Activity 5: Marketing activities / communication
Activity 6: Online and social media
Activity 7: Marketing monitoring
STRATEGIC PARTNERSHIP FOR INNOVATING THE TRAINING OF TRAINERS
OF THE EUROPEAN AGRI-FOOD COOPERATIVES
3. Activity 1: Market and its dynamics. Characteristics of
companies based on cooperatives in the light of
market requirements
• market and it’s transformation - long, long
time ago, before the power of the Internet
• agri-food sectoral market
• network connections - business does not
exist in a vacuum
• market trends
6. business-to-business vs business-to-consumer
Maximize the value of the
relationship
Small, focused target market
Multi-step buying process,
longer sales cycle
Brand identity created on
personal relationship
Educational and awareness
building activities
Rational buying decision
based on business value
Maximize the value of the
transaction
Large target market
Single step buying process,
shorter sales cycle
Brand identity created through
repetition and imagery
Merchandising and point of
purchase activities
Emotional buying decision
based on status, desire, or price
7. local market vs global market
Local Firm
Characterist
ics
Local
Market
Demand
Local
Suppliers
and
Complemen
tary
Industries
Local
Market
Resources
and
Capabilities
12. Activity 2: Marketing versus management
• the Importance of Marketing for the Success
of a Business
• marketing management - what else ?
• the process of marketing management -
planning and execute
13.
14. Marketing
• It informs - what it does and how it works
• It equalizes - made reaching out to consumers a much more
finance-friendly possibility
• It sustains - long-lasting and ever-present relationships with
their audience
• It engages - Customer engagement is the heart of any
successful business
• It sells - and marketing is an essential channel to reach end
goal- make money
• It grows - marketing secures your business’s future through
new and old customer engagement.
15. Why is marketing important?
• You must build strong customer
relationships
• Marketing involves getting the right product
at the right price, promoted using the right
messages/media and sold in the right place
(4 P)
16. Marketing management is…
• as a cycle and not a single process
• the solution in the age of turbulence
• customers' needs at the center
• constantly improve the product
• Strategic Planning
17. The process of marketing management
(Ph. Kotler)
• Analysis of marketing opportunities
• Research and selection of target markets activities
• Designing marketing strategies
• The preparation of marketing plans
• The organization, implementation and control of
marketing activities
18. • What is marketing analysis?
• according to analysis it pays off
• market segmentation – meet their needs
• product positioning
• analysis are also for you - your cooperative needs
them
• It is the analysis and what next - interpretation
Activity 3: Marketing analyses
19. You are considering the development of your
company?
You are looking for information about their competitors
in the market?
You are talking with customers about their
expectations?
if so, did it the first step towards market analysis
What is marketing analysis?
23. Are all women buy cosmetics from the same
company?
Is it always the men buy in the shops of
building?
Do all family bought sweets for their children?
Consumer behavior
34. TARGET
S M A R T
SPECIFIC
•What exactly do
you want to
archieve?
MEASURABLE
•Establish clear
definitions to help
you measure if
you’re reaching
your goal
ATTAINABLE
•What steps can
you take to reach
your goal?
•Outline the exact
steps to
accomplish your
goal.
RELEVANT
•How will meeting
this goal help
you?
•Does your goal
relate to your
mission?
TIME-BOUND
•How long will it
take to reach
your goal?
SMART GOALS
Definition
43. • types of marketing activities
• marketing trends
• marketing communication
Activity 5: Marketing activities / communication
44. BRAND MARKETING
Public relations (PR)
ATL (above the line)
MOBILE MARKETING
Event marketing
Inbound marketing
BTL (below the line)
Outbound marketing
Internet marketing
45. viral marketing/ buzz marketing
3 814 903 views on YouTube
9396 like on YouTube 341 744
51. What does it do?
Information
Sales support
(reminiscent and solicitation)
Educational
Competitive
52. We have a plan!
1. Identification of the target audience;
2. Identify the communication process;
3. Create message;
4. Choosing channel communication process;
5. Fixing promotion budget;
6. Choosing promotion-mix;
7. Study results promotion;
8. Management and coordination of overall
communication process marketing
66. • Control of marketing activities - an action
plan
• Monitoring tools
• KPI (Key Performance Indicators)
• Content can be measured
Activity 7: Marketing monitoring
67. Step 1: Develop a list of controllable elements
of marketing activities
Step 2: Develop a schedule
Step 3: Implementation of control
Step 4: Analysis of the results of the checks
Step 5: Formulation of the conclusions
resulting from the analysis of control
Step 6: Implementation of audit conclusions
Action plan
72. Indicators of content marketing
• The number of unique users (new and returning);
• The number of page views;
• Time spent on the site;
• Comments and their tone (positive or negative);
• Shares content on social media channels;
• The number of subscribers to the blog;
• Number of fans;
• The number of downloads of materials;
• Number of references on the Internet about
amparticular article, blog entry;
• The number of conversion.
Short introduction to this part of the training. A short discussion of each issue.
Trainer shows changes in the market, including the agri-food market for example the customer is the most important. Processes for example like : from direct sales to online sales
Market economy theories like demand, supply, product (The Law of Demand, The Law of Supply, Equilibrium, Disequilibrium)
Differences In Selling in this two business models. Similarities and Differences. Examples of such activities.
Global vs local - characteristics and key differences.
Agri-food sector market (national and local and international). Cooperative in this market sector. Trainer can use: https://www.youtube.com/watch?v=Yocja_N5s1I&list=PLBDA2E52FB1EF80C9
Term global village by Marshall McLuhan. Indication of how global changes affect the market. Trainer can use: https://www.youtube.com/watch?v=a4MabhUxelA
Most important are examples close trainees. Healthy options are the new fast food trend: https://www.youtube.com/watch?v=0VrGLFOXmws (even large companies must relate to current trends) More information about trends: https://www.handshake.com/blog/food-industry-trends/
The participants split into pairs and draw for one issue regarding market trends (eg. Restaurants implementing the principle 0 km in the supply or use of products from local producers, SodaStream effervescent water to prepare at home, Lay's potato chips light, etc.). The purpose of these two people think about what phenomena and changes in the market can have an impact on the use of such solutions. What changes in the market have contributed to such steps companies. Your thoughts represent the group and together with her and leading evaluate, analyze these thoughts.
Short introduction to this part of the training. A short discussion of each issue.
The trainer presents participants with features of marketing. It indicates definitions of marketing. Trainer can use: http://heidicohen.com/marketing-definition/
The Marketing Mix and the 4Ps of Marketing. Trainer can use: https://www.mindtools.com/pages/article/newSTR_94.htm
Indication for the purposes of marketing management. Indication of what distinguished this approach. Trainer can use: http://essentialsofbusiness.ufexec.ufl.edu/resources/marketing/five-essential-skills-for-the-future-marketing-manager/#.WGUyofnhDtR
Trainer can use: http://dl.ueb.edu.vn/bitstream/1247/2250/1/Marketing_Management_-_Millenium_Edition.pdf
Short introduction to this part of the training. A short discussion of each issue.
Will be helpful examples. Trainer can use: https://onstrategyhq.com/resources/video-how-to-perform-a-swot-analysis-a-whiteboard-video/
Indication of the benefits analysis, showing the correlation between the dedicated commitment and effects.
Market segmentation – definitio and examples. Trainer can use: http://www.investopedia.com/terms/m/marketsegmentation.asp Customer segmentation - definition and examples, trainer can use: http://www.marketingdonut.co.uk/marketing-strategy/your-target-market/the-art-of-customer-segmentation
Indication that not all consumer decisions are less obvious. Trainer can use: http://60secondmarketer.com/blog/2015/01/15/50-facts-about-consumer-behavior/, https://marketingtechblog.com/e-commerce-consumer-behavior/, http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/6-important-stats-on-how-consumer-behavior-has-changed-in-the-digital-age
Presentation of a simple and relatively low-cost ways to carry out the analysis. Examples of sites and portals that can be useful in such search.
Film: https://www.youtube.com/watch?v=8Q2WnCkBTw0 Discussion about this campaign and the analysis and interpretation of what has made this brand. (Problem - lower sales of washing powder, the problem - people are doing less laundry, Exploration - who bought the most (families with children) Analysis - lifestyle, cultural changes, statistics, Reason - children spend less time playing outside and thus less get dirty, the solution - a campaign solicitation parents to free the kids) Dirt is good: https://www.youtube.com/watch?v=VndRdVjOjRU
Trainer on the example of an imaginary company shows the course of each stage of the analysis. The result of the exercise will be to create Buyer personas - an imaginary person who reflects the characteristics of potential customers. In the course of analysis together with a group participating in a training sequence goes through a series of questions. For whom is the product? (For men, women, children, what age, what with education, level of wealth, etc.)
What needs meets the product offered? (Keep in mind the needs arising from both the condition of cultural, economic, as well as the needs of a higher order (luxury goods) Characterize the needs they have your prospects, characterize them thoroughly. (Eg. Detergents refer to the basic needs of cleanliness and daily activities like washing , cleaning the house) Focus on customer needs associated with the product.
In what situations, customers will need the product offered? (Pay attention to the frequency of use, the need for a product or service)
Where are the potential customers-buyers of the product? (Place of residence, work, leisure activities)
Where customers will source the product from our offer? (Traditional market, store, services provided at home)
Short introduction to this part of the training. A short discussion of each issue.
Concepts and an indication of the main advantages of the creation and possession of strategy (objectives, knowing your customers, making a plan)
Types of marketing strategies (Market strategies - ranged, product strategies, distribution strategy). Trainer can use: http://www.business.vic.gov.au/marketing-sales-and-online/increasing-sales-through-marketing/marketing-mix-strategies-and-tactics
to draw attention to the fact that the planning, implementation of the strategy cooperation is necessary - management, individual departments within the company
What we want to achieve? (What our goals are, what you want for your business, what effects we plan to achieve) Where are we now? (Where, at what stage of development where, in relation to competition, the market is our company) Where do we want to be? (What we are our aspirations, what we plan our dreams) How can we get there? (What methods, techniques and methods we use to achieve this) Where are we heading? (Realistic assessment of the situation, forecasting)
Trainer can use: http://cmgpartners.com/content/company-marketing-plan/
Trainer can use: http://www.yourcoach.be/en/coaching-tools/smart-goal-setting.php
Human resources and competences (who will be given to the strategy to implement, deploy) Strategy often forces changes in the organization, including Larger importance of cooperation of individual departments, Greater and more efficient creative work during operational meetings, Universality of standardization of operational activities, More efficient and effective communication between teams
Trainer can use: http://www.upcloseandpersona.com/helpful-tips.html
Understanding of customer needs; the truth about a product category - call the emotional connection between the customer and our product) recommended technique is anaiza portals (forums, social networks), interviews with existing customers and potential, and surveys.
Benefits for the customer - the customer benefits associated with the selection of our products (eg. As a customer buying a coffee company X getting a quality product from a company that cares about the environment. Eg. Brand Jacobs Kronung years promises a royal flavor.
RTB concept that is reason why - reasons benefitu (which makes the benefit reliable), What is the brand of the company, product (is / is not), for example. Elegant but not exclusive, Brand Calling Card, Big Idea - the development of the most important passwords that reflects the characteristics of the product, but also the content of which the company plans to transfers to recipients
Each participant individually (or working group) is preparing a brief outline marketing strategy in the agri-food sector with an indication of how to run the division of labor on the strategy (refer to specific departments within the company, which should take care of the problem), indicate the order of action, point to elements of the strategy requires more attention (it is the most important piece - appears on the teacher which part and why trainees consider to be the most difficult part of their perspektywy- worth discuss). Individuals, groups present their findings to the whole group, along with a brief explanation.
Short introduction to this part of the training. A short discussion of each issue.
Types of marketing activities. Discussion of each type, indicating examples.
Examples – internet marketing/ viral marketing Film: https://www.youtube.com/watch?v=bGJSEEx2pXc
Examples – guerilla marketing – Samsung on Railway station invited bystanders to join in competition. Participants performed endorsement until when one person is impatient. This person won (which was not known before). The prize to be the latest phone from Samsung with new technologies (fast charging). „Because waiting sucks” – slogan , Film: https://www.youtube.com/watch?v=q4m9dhQgE_0
Film: https://www.youtube.com/watch?v=naBRz1Y0cc8
„When the lights went out in the New Orleans Super Dome during Super Bowl XLVII in 2013, Oreo’s social media team quickly tweeted “Power out? No problem” accompanied by an image featuring an Oreo, followed by “You can still dunk in the dark.” It was genius!”
Promotion as the most important communication tool company with the market (promotion should be consistent with the adopted plan, the company's marketing strategy, promotion should not be an end in itself - it should arise from and complement strategy.
Linking promotion with other elements of marketing.
Functions promotion
Marketing communication plan – step to create plan of marketing communication in cooperative.
Each participant receives from conducting scenario events that could have happened surrounding his company both positive and negative (eg. Product company won an award in the competition, the company is changing established, there was a failure affecting badly on the quality of products, problems with employees) The task of each of the participants are selected to analyze the situation and develop schemata, an action plan in this regard, with a particular aspect of communication activities. Then each of the group presents its point of view I have planned solution. Group together with the teacher evaluates and analyzes each solution.
Short introduction to this part of the training. A short discussion of each issue.
(Source of information about the company) - what should be the website - transparent, containing up to date information, easy navigation, containing the most important information. Good and bad practices (eg. as a bad example page is under construction, lack of content, the lack of news, too much information on the page) Trainer can use: https://www.hitreach.com/perfect-web-page/
High quality content (content management base online and social marketing)
Social media - technological changes after 2001 and result in the formation of community content, an indication of the advantages and ease of use of social media
Social Media tools - blogs, microblogs, Wikipedia and other knowledge base, YouTube, social networking sites (Facebook, Instagram, Pinterest, LinkedIn, Twitter) - an indication of the specific characteristics of each of these portals.
Tools to create, manage content on Social Media. Canva – trainer can use: http://totcoopi.eu/create-a-creative-presentation-it-is-simple/
Tools to create, manage content on Social Media. Pixlr – trainer can use: https://support.pixlr.com/hc/en-us/articles/210066477-The-Pixlr-Editor-toolbar-explained
Tools to create, manage content on Social Media. Post planner – trainer can use: https://www.postplanner.com/user-guide
Tools to create, manage content on Social Media. PowToon– trainer can use: https://www.powtoon.com/tutorials/
Tools to create, manage content on Social Media. Hashtracking– trainer can use: http://support.hashtracking.com/
Rules for the use of online and social marketing - as a company, we are a public figure - responsibility for the content published on the Internet, Social Media Policy - a set of agreed principles that guide the company and its surroundings (including employees, contractors, management) Trainer can use: http://johnmccrory.com/2010/05/howto-guide-for-creating-social-media-policy-government/
Each participant individually (or working group) is given the task to find and analyze the website and social networking sites which are used by the selected company. It is important to have companies that in their actions online are active (major companies), for example. Coca-Cola, Milka, Sony, Adidas, Max Factor, Sr.. Then, his analysis represents each group and, together with the teacher discusses.
Short introduction to this part of the training. A short discussion of each issue.
* Step 1: Develop a list of controllable elements of marketing activities and why (eg. Such element as sales, costs, number of clients, number of entries per page, number of likes, on the fanpage)
* Step 2: Develop a schedule control (when and how often each element will be controlled, eg. Once a year, once a month)
* Step 3: Implementation of control (what people should be involved in the process, what documents will be the basis of control, as they processed the data, how much time is needed for the implementation of control)
* Step 4: Analysis of the results of the checks (whether the results of the inspection are better or worse than those assumed in the strategy)
* Step 5: Formulation of the conclusions resulting from the analysis of control (what elements of the company require changes when these changes should be implemented)
* Step 6: Implementation of audit conclusions (what will be the costs of implementation of these applications, when and how they should be wzdrożyć)
Monitoring tools, Google Analytics https://www.google.com/analytics/ - after the Google Analytics code on a page, the tool will measure, among others, data such as the number of page views, the number of visitors (new and returning), the time you spend on the site.
Monitoring tools, Hootsuite - analysis of social media and the management of portals in one place https://hootsuite.com/
Monitoring tools, Google Alerts https://www.google.pl/alerts - analysis of the Internet by passwords and interesting content, including monitoring whether a particular, we are interested in the content appears in many references
Key Performance Indicators - * General KPI (eg. To translate the measures taken on the number of acquired customers - to examine the manner in which customers go to the company, the cost of obtaining a lead (ang. Lead - the person potentially interested in the offer, which has a particular need for purchasing) - determine how much effort needs to acquire a lead in a variety of distribution channels, ROI (ang. return on investment - ROI) - the ratio of expenditures on individual marketing activities in relation to the profits;
* KPI - website (eg. New visits (ang. Rate of new visitors), repeat visits (ang. Return visitors), average time on site (called. Average time on site), the abandonment of the page (ang. Bounce rate) - the bounce rate of the page (of immediate closures) informs its main aspects - graphic design, layout - and the effect of "first impression." If there is a high need to take steps to optimize your site, traffic sources page (ang. traffic source) - verifying that customers visit our site as a result of entering the url, click AdWords, or perhaps input from blogs or social media channels)
* KPI - social media (eg. Number of published content, the amount of like'ów, share'ów and comments, increase the number of followers'ów, conversion rate - how much of the audience perform certain actions (eg. A record for a newsletter, take advantage of free e- ebook) after the campaign, the memories of the brand in social media, cost per lead for pay)
Indicators of content marketing
Each participant with a few selected tools presented during the training analyzes your brand, your company. Then, the results of this analysis represents the entire group, and analyzes them together with the teacher.