Marketing Power Sample Slides


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Marketing Power covers the secrets of successful people. Provides - Speeches for Coaches - Professional seminar presentation and workbook materials. Helps your clients build a personal plan to succeed in their goals., Jon Newsome (770) 614-4146.

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Marketing Power Sample Slides

  2. 3. Five Step Marketing Plan Five elements to drive successful marketing campaigns in your organization Marketing Objectives 1 Marketing Strategy 3 Financials 4 Controls 5 2 Situation Analysis
  3. 4. Marketing Objective 2 Marketing Strategy 3 Financials 4 Controls 5 Situation Analysis Step 1: Define your marketing objectives. Marketing Objectives 1
  4. 5. Exercise 1 CurrentSituation List three areas in need of improvement. DesiredSituation What changes would you like to make? SMART Objectives Convert these three ideas into SMART objectives.
  5. 6. Top Seven Benefits of a Written Marketing Plan Reduces internal conflict between managers Improves communication Facilitates change Forces management to think systematically and strategically Helps the leader develop logical marketing goals Increases management focus on strategic objectives Enhances employee understanding of organization direction 2 1 3 4 5 6 7
  6. 7. Strategic Planning 1. Determine Your Mission and Objectives 3. Formulate Strategies 2. Do an Environmental Scan 4. Implement Strategies 5. Evaluate and Refine
  7. 8. The Marketing Mix Product Price Placement Financing Value Distribution Sales Affiliates Locations & Delivery Promotion Features & Benefits Appearance Quality Guarantees Service Product Support Discounts & List Price Media Message Packaging Joint Ventures Advertising Public Relations
  8. 9. Product Introduction Product Life Cycle Stages Price: - high cost, low sales - little or no competition - low price to build market share quickly Product - protected by patents, copyrights and trademarks - branded to distinguish it in the marketplace - a quality level is established Stage 1 TM
  9. 10. Product Maturity Product Life Cycle Stages Price - costs are very low - sales volume peaks - competition forces price drop - most profitable stage Product - features/services are added to differentiate the product Placement - peaks with maximum availability Promotion - reminder advertising helps maintain mindshare Competition increases as others enter the market. Stage 3 High Speed Internet
  10. 11. Product Decline Product Life Cycle Stages Placement - market saturation and peak availability in the maximum number of outlets Promotion - product differentiation to distinguish their product from the competition Few products survive this stage. Notable exceptions are Coca-Cola ® , Ivory Soap ® , and the Swiss Army Knife ® . Stage 4
  11. 12. The Value of Marketing Research Accuracy of information Cost of information Willingness to act on findings How current the information is Absence of bias
  12. 13. Marketing Research Checklist The 3 Cs Company Customers <ul><li>Needs </li></ul><ul><li>Wants </li></ul><ul><li>Attitudes </li></ul><ul><li>Demographics </li></ul><ul><li>Purchasing Patterns </li></ul><ul><li>Price Point </li></ul>Competitors <ul><li>Product </li></ul><ul><li>Services </li></ul><ul><li>Corporate Culture </li></ul><ul><li>Profitability </li></ul><ul><li>Strengths and Weaknesses </li></ul><ul><li>Product </li></ul><ul><li>Services </li></ul><ul><li>Corporate Culture </li></ul><ul><li>Profitability </li></ul><ul><li>Strengths and Weaknesses </li></ul>
  13. 14. Assessing the Playing Field The 3 Cs: Key Information Recap Know Your Company Know Your Customer Situation Places to Look Plan For Know Your Competition How You Operate Strengths and Weaknesses Future Investment
  14. 15. The distance between your company’s self- perception and what you desire is an essential measurement. Make a plan to bridge the gap. Analyze Your Company
  15. 16. SWOT Analysis S W T O Threats Weaknesses Strengths Opportunities External Internal Helpful Harmful
  16. 17. SWOT Analysis <ul><li>Opportunities provide new </li></ul><ul><li>areas for growth and profit. </li></ul><ul><li>New technology </li></ul><ul><li>Free trade </li></ul><ul><li>An unfulfilled customer want or need </li></ul><ul><li>New use for your product </li></ul>External O Opportunities
  17. 18. Ask Ten People What They Think Don’t wait for formal market research. Roll up your sleeves and as your customers what they think of your products and services. Don’t spend your time in analysis paralysis .
  18. 19. Maslow’s Hierarchy of Needs Living up to one’s potential; self-fulfillment Family, friendship, sense of belonging Avoiding harmful situations Air, food, warmth, shelter, conveyance Self-respect, recognition, prestige, success Physical Needs Safety Needs Social Needs Self-esteem Self- actualization
  19. 20. Five Phases of Consumer Buying Behavior Problem recognition Search for solutions Evaluation and choice of alternatives Post-purchase assessment of product or service Post-purchase behavior A promotional strategy has to attract buyers in the second phase. If they can’t find you, they will buy somewhere else. 1. 2. 3. 4. 5.
  20. 21. Calculate the lifetime value of a customer to your company’s sales volume and profitability. Determining A Customer’s Lifetime Value A. Average sale (divide annual sales by number of sales) B. Number of annual transactions made by the average customer D. Average number of referrals made by each customer annually C. Average number of years a customer buys from your company E. Total annual purchases made by the average customer (A X B) F. Lifetime purchases (E X C) G. Potential sales volume from referrals (F X D) Total lifetime value of the customer to your company (F+G) $50 4 5 2 $200 $1,000 $2,000 $3,000
  21. 22. Competitive Analysis Matrix Product/ Service Our Company Competitor 1 Widgets Sprockets Gadgets Competitor 2 Quality Service Warranty Quality Service Warranty Quality Service Warranty 2 3 3 4 3 2 Competitor 3 5 3 3 Quality Service Warranty Quality Service Warranty Quality Service Warranty 4 5 2 4 5 2 4 5 1 Quality Service Warranty Quality Service Warranty Quality Service Warranty 1 1 1 2 3 3 2 3 3 Quality Service Warranty Quality Service Warranty Quality Service Warranty 5 1 5 5 5 5 5 5 5 List top three in each category with a performance rating between 1 (the lowest) and 5 (the highest).
  22. 23. <ul><li>Trend Alert: Greater Price Transparency Buyers get Instant Comparisons </li></ul>Effects of E-Commerce on Price
  23. 24. Your Company’s Variables in Place <ul><li>Location </li></ul><ul><li>Where/how it is sold </li></ul><ul><li>Where is product placed on a shelf </li></ul><ul><li>How is product accessed via website links </li></ul><ul><li>Where is service located related to customers </li></ul>
  24. 25. Compelling Reasons For your customers to do business with you Effective Communication Problem Solving Ask Yourself With your customers Approach integrated into the development of your products
  25. 26. <ul><li>Visit us at to review our suite of seminar speaker materials or contact us. </li></ul><ul><li>Jon T. Newsome </li></ul><ul><li>President – Presentation Partners, Inc. </li></ul><ul><li>770-614-4146 </li></ul><ul><li>[email_address] </li></ul>— THE METHODOLOGY —