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. 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. 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. 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. 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. 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?
10. Industry / product Life Cycle
New entrants, buyers, suppliers,
substitutes, competitors
Versus
Introduction, growth, maturity, decline
Entering new markets
12. Objectives should be SMART
Specific
Measurable
Achievable within the stated time frame
Relevant in the context of the vision
Time bound
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
15. Marketing Strategy
How to penetrate in the market?
How to compete in the market?
How to develop a strategy?
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)
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. Communication Tools
Public Relations: press releases;
meetings; non paid advertising, e.g.)
Advertising: advertisements, sales
promotion; loyalty programmes, direct
marketing; e.g.)
20. Business linking
Establishing contacts for trade
(Chamber of Commerce, Ministry of
Trade, Foreign contacts
How to find partners (financially and
operationally)
21. How to find financial aid
Banks
Micro-credit
NGO’s
Venture Philanthropy
Joint operations / partners
Basic condition: have a good product!
22. PUM(Netherlands Senior
Experts)
Sharing knowledge and expertise
Project request (www.pum.nl), directly
or via local representative)
Must meet PUM criteria
Expert will be selected for advice
Goes on mission;
Comes back with recommendations
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. Workship 2
Analyse your own environment and look
to market opportunities’ (PEST and
SWOT models)
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!);
