Marketing training seminar


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Marketing training seminar

  1. 1. Marketing Training Seminar Eduard Kruseman
  2. 2. Programme Introduction Purpose Subjects to discuss Exchange of ideas One-to-one Workshops
  3. 3. Introduction Eduard Kruseman (PUM Senior Expert) Business development, marketing and public relations; Vocational training programmes / entrepreneurial trainings / coaching Non-profit management Social Innovation Match making (money and knowledge)
  4. 4. Purpose / Objectives To give tools and ideas to be able to make a marketing business plan Principles of marketing and PR The marketing environment Product and portfolio analysis Marketing communication mix The marketing business plan
  5. 5. Principles of Marketing Definitions Marketing is a human activity directed at satisfying needs and wants through exchange processes (2 parties / 1 direction) A product is something that is viewed as capable of satisfying a need or want A market is the set of all actual and potential buyers of a product
  6. 6. Strategic Planning Vision sets out the purpose and direction of the business Mission : how the vision is translates into reality. What should be done to achieve it? Objectives : quantified and measurable targets
  7. 7. The marketing environment Environmental analysis (trends, opportunities, threats / PEST) Market analysis (characteristics of each basic type of market) Buyer behaviour analysis (how do buyers buy?) Market segmentation analysis
  8. 8. Understanding Markets and customers What market need does the business address? What products serve that need? Who buys the products? Why do customers buy? Who makes the buying decision? Where do customers buy?
  9. 9. Product portfolio Costs Competitors Marketing objective Cash flow Profitability Risk
  10. 10. Industry / product Life Cycle New entrants, buyers, suppliers, substitutes, competitors Versus Introduction, growth, maturity, decline Entering new markets
  11. 11. Marketing Mix 4 – P’s: Product (quality / quantity, brand service) Price (list price, discounts, payment method) Promotion(advertising/public relations e.g.) Place (‘Philanthropy’: people, planet, profit)
  12. 12. Objectives should be SMART Specific Measurable Achievable within the stated time frame Relevant in the context of the vision Time bound
  13. 13. PEST Analysis Political issues (local, national, supranational) Economic issues (interest rates, inflation, business cycle, prices) Social issues (population, age structure) Technological (new markest, production methods
  14. 14. SWOT analysis Strength Weakness Opportunities Threats
  15. 15. Marketing Strategy How to penetrate in the market? How to compete in the market? How to develop a strategy?
  16. 16. Strategic options Market penetration (sell more of the same to the same market) Product development (sell new products to existing customers) Market development (seek out new markets for existing products) Diversification (sell new products to new groups of customers)
  17. 17. Strategy implementation Internal development of products or markets Acquisitions (locally / internationally) Joint development Business links (internationally)
  18. 18. Communications Public Relations (to create awareness and mutual understanding / free publicity, two directions) Public Affairs (influencing public opinion) Advertising (paid and one direction)
  19. 19. Communication Tools Public Relations: press releases; meetings; non paid advertising, e.g.) Advertising: advertisements, sales promotion; loyalty programmes, direct marketing; e.g.)
  20. 20. Business linking Establishing contacts for trade (Chamber of Commerce, Ministry of Trade, Foreign contacts How to find partners (financially and operationally)
  21. 21. How to find financial aid Banks Micro-credit NGO’s Venture Philanthropy Joint operations / partners Basic condition: have a good product!
  22. 22. PUM(Netherlands Senior Experts) Sharing knowledge and expertise Project request (, directly or via local representative) Must meet PUM criteria Expert will be selected for advice Goes on mission; Comes back with recommendations
  23. 23. Wokshop 1 Formulate your vision and mission statements for your company / venture Formulate your objectives according to the SMART methode Discuss it with colleagues
  24. 24. Workship 2 Analyse your own environment and look to market opportunities’ (PEST and SWOT models)
  25. 25. Workshop 3 Define your market strategy, describe your product(s), messages, target group (s) and tools to be used (and keep ‘costs’ in mind!);