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ToTCOOP+i O3 o4 unit-6_final_version_en

  1. 1. ToTCOOP+i PROJECT Training Unit 6 : Marketing management STRATEGIC PARTNERSHIP FOR INNOVATING THE TRAINING OF TRAINERS OF THE EUROPEAN AGRI-FOOD COOPERATIVES
  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
  36. 36. BRAND ARCHITECTURE
  37. 37. COMMUNICATION PLAN
  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? http://www.pennyjuice.com/htmlversion/whoispj.htm
  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!

Editor's Notes

  • 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.
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