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ToTCOOP+i O3 o4 unit-6_final_version_en

Training for Board of directors in the agri-food cooperatives: Unit 6 - Marketing Management

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ToTCOOP+i O3 o4 unit-6_final_version_en

  2. 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. 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
  4. 4. Direct Selling Online Selling The customer in the center ! Market Theory
  5. 5. processes in the market Demand SupplyProduct
  6. 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. 7. local market vs global market Local Firm Characterist ics Local Market Demand Local Suppliers and Complemen tary Industries Local Market Resources and Capabilities
  8. 8. agri-food sector market Not everywhere grow delicious apples!
  9. 9. Business does not exist in a vacuum!
  10. 10. Top 10 Food Industry Trends 2016 • Organic Foods, • gluten-free product, • all-natural ingredients, • Healthier Beverages • Healthy Snacks, • Alternative Protein, • Changing Tastes at Breakfast, • Food Safety and Sustainability, • Ethnic Flavors, • Artisanal and Local Foods
  11. 11. Exercise Please explain what factors, fashion and cultural changes may affect such activities.
  12. 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. 13. 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.
  14. 14. 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)
  15. 15. 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
  16. 16. 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
  17. 17. • 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
  18. 18. 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?
  19. 19. Strength Weaknesses Opportunities and Threats SWOT
  20. 20. Time + Involvement the more you devote this you will achieve greater effect Marketing analysis - this pays off
  21. 21. the answer for everyone does not exist For whom it is your product?
  22. 22. 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
  23. 23. Internet Research conversations with customers a simple survey Marketing analysis is for You
  24. 24. Exercise Who is Buyer personas?
  25. 25. • Marketing strategy - strategy for success • important decisions • important questions • strategy benefits • design strategies Activity 4: Marketing strategy
  26. 26. planning stand out help you focus It will help you unleash creativity! Marketing strategy strategy for success
  27. 27. choice of target market the strategic decisions procedures tactical decisions instruments of action operational decisions Important decisions
  28. 28. What we want to achieve? Where are we now? Where do we want to be? How can we get there? Where are we heading? Important questions
  29. 29. Simplifies Business Decisions provides direction and helps you stay on course focus on tactics Strategy benefits
  30. 30. Design strategies
  31. 31. 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
  32. 32. PEOPLE
  33. 33. ANALYSIS
  34. 34. PERSONA
  35. 35. INSIGHT
  38. 38. TIMETABLE
  39. 39. Exercise Problem in strategy?
  40. 40. • types of marketing activities • marketing trends • marketing communication Activity 5: Marketing activities / communication
  41. 41. BRAND MARKETING Public relations (PR) ATL (above the line) MOBILE MARKETING Event marketing Inbound marketing BTL (below the line) Outbound marketing Internet marketing
  42. 42. viral marketing/ buzz marketing 3 814 903 views on YouTube 9396 like on YouTube 341 744
  43. 43. guerilla marketing
  44. 44. Product placement
  45. 45. Real-Time Marketing
  46. 46. Marketing Communication
  47. 47. promotion + evolution of the product + price + sales network
  48. 48. What does it do? Information Sales support (reminiscent and solicitation) Educational Competitive
  49. 49. 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
  50. 50. Exercise How to say that?
  51. 51. • Web marketing • Social Media • Social Media Policy Activity 6: Online and social media
  52. 52. What’s wrong?
  53. 53. Social Media Policy principles and guidelines
  54. 54. Exercise How many people liked Coca-Cola?
  55. 55. • Control of marketing activities - an action plan • Monitoring tools • KPI (Key Performance Indicators) • Content can be measured Activity 7: Marketing monitoring
  56. 56. 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
  57. 57. KPI Key Performance Indicators General KPI KPI – website KPI - social media
  58. 58. 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.
  59. 59. Exercise Your company can be measured!
  60. 60. Thank you for your attention!