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What isMarketing?Marketing?
IdentifyingAnticipating SatisfyingCustomers Profitably
Marketing Plan• Situation• Objectives• Strategy• Tactics• Action• Measurement
Situation• Where are we now ?• Where do we want to be ?• How do we get there ?• Strengths and Weaknesses ?• Opportunities ...
SWOT Analysis  Strengths           WeaknessesOpportunities             Threats
Portfolio Summary                        Business Strengths                 High                        Low    High   Mark...
Objectives• ‘The point of any marketing  is to increase demand for  your products and services’• Your best business comes ...
Objectives• Customer Retention• Existing Customer Growth• New Customers• Brand awareness• Local Profile
Strategy - the 4 P’s• Product• Price• Place• Promotion
The 4 P’s and the 4 C’s• Product         Consumer• Product        Choice• Price          Cost• Place          Convenience•...
Ansoff Matrix                  Products              Products                 Established              NewEstablished Mark...
Tactics - Communications Mix  • Advertising  • Website  • Public Relations  • Social Media  • Sales Promotion  • Direct Ma...
Decision Making Process • Problem Recognition • Search for Information • Evaluation of Alternatives • Purchase Decision • ...
Advertising• Attention• Interest• Desire• Action
Website• Content• SEO• Navigation• Interaction
Public relations• Advertising Substitute ?• Reader relevance• Media contacts• Selective
Social Media• Twitter• Facebook• Linked In• You Tube• Blogs• Demonstrate your expertise
Sales Promotion• Free• Win• Save
Direct Marketing       Personal Selling       Personal Selling• Leaflets• Emails• Letters• Shows / Exhibitions• Street Sel...
Barriers to Communication  • Physical Noise  • Technical Noise  • Lack of Interest  • Making Assumptions  • Emotional Reac...
ActionAgree ObjectivesAgree BudgetSource OptionsNegotiate with suppliersMake DecisionsCrack On
Measuring SuccessIncrease in sales ?Increase in enquiries ?Increase in footfall ?Increase in unique visitors ?Improved cus...
Top 5 Marketing Ideas for my business1.2.3.4.5.
Transformation GridEliminate            Create Reduce             Increase
Summary• Identifying / Anticipating / Satisfying• Complete Customer Interaction• External and Internal• Integral part of t...
And finally remember ......  • Make it easy to buy  • Your best business comes from your    existing customers  • Revolve ...
What isMarketing?Marketing?
Top 5 Marketing Ideas for my business1. Networking2. Advertising3. Original Ideas4. Speaking / Events5. Linked In / Website
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
Marketing workshop feb 27
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Marketing workshop feb 27

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Marketing workshop feb 27

  1. 1. What isMarketing?Marketing?
  2. 2. IdentifyingAnticipating SatisfyingCustomers Profitably
  3. 3. Marketing Plan• Situation• Objectives• Strategy• Tactics• Action• Measurement
  4. 4. Situation• Where are we now ?• Where do we want to be ?• How do we get there ?• Strengths and Weaknesses ?• Opportunities and Threats ?
  5. 5. SWOT Analysis Strengths WeaknessesOpportunities Threats
  6. 6. Portfolio Summary Business Strengths High Low High MarketAttractiveness Low
  7. 7. Objectives• ‘The point of any marketing is to increase demand for your products and services’• Your best business comes from your existing customers
  8. 8. Objectives• Customer Retention• Existing Customer Growth• New Customers• Brand awareness• Local Profile
  9. 9. Strategy - the 4 P’s• Product• Price• Place• Promotion
  10. 10. The 4 P’s and the 4 C’s• Product Consumer• Product Choice• Price Cost• Place Convenience• Promotion Communication
  11. 11. Ansoff Matrix Products Products Established NewEstablished Markets Product Development Market Development New Markets Market Extension Diversification
  12. 12. Tactics - Communications Mix • Advertising • Website • Public Relations • Social Media • Sales Promotion • Direct Marketing • Personal Selling
  13. 13. Decision Making Process • Problem Recognition • Search for Information • Evaluation of Alternatives • Purchase Decision • Post-Purchase Confirmation
  14. 14. Advertising• Attention• Interest• Desire• Action
  15. 15. Website• Content• SEO• Navigation• Interaction
  16. 16. Public relations• Advertising Substitute ?• Reader relevance• Media contacts• Selective
  17. 17. Social Media• Twitter• Facebook• Linked In• You Tube• Blogs• Demonstrate your expertise
  18. 18. Sales Promotion• Free• Win• Save
  19. 19. Direct Marketing Personal Selling Personal Selling• Leaflets• Emails• Letters• Shows / Exhibitions• Street Selling
  20. 20. Barriers to Communication • Physical Noise • Technical Noise • Lack of Interest • Making Assumptions • Emotional Reactions
  21. 21. ActionAgree ObjectivesAgree BudgetSource OptionsNegotiate with suppliersMake DecisionsCrack On
  22. 22. Measuring SuccessIncrease in sales ?Increase in enquiries ?Increase in footfall ?Increase in unique visitors ?Improved customer retention ?Number of new customers ?
  23. 23. Top 5 Marketing Ideas for my business1.2.3.4.5.
  24. 24. Transformation GridEliminate Create Reduce Increase
  25. 25. Summary• Identifying / Anticipating / Satisfying• Complete Customer Interaction• External and Internal• Integral part of the business plan
  26. 26. And finally remember ...... • Make it easy to buy • Your best business comes from your existing customers • Revolve around your customers not your processes • Make it fun !
  27. 27. What isMarketing?Marketing?
  28. 28. Top 5 Marketing Ideas for my business1. Networking2. Advertising3. Original Ideas4. Speaking / Events5. Linked In / Website

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