Marketing services be it the customer services standards at a KFC or those at some of the world's most prestigious law firm; requires a philosophy where the people are the product.
Distribution Management & Marketing MixAnuj Sharma
Distribution Management and Marketing Mix - Chapter 8 of Sales and Distribution Management - Text and Cases by Krishna K Havaldar & Vasant M Cavale. Presented to the students of Tolani Institute of Adipur as a part of their Sales & Distribution Management Course
Distribution Management & Marketing MixAnuj Sharma
Distribution Management and Marketing Mix - Chapter 8 of Sales and Distribution Management - Text and Cases by Krishna K Havaldar & Vasant M Cavale. Presented to the students of Tolani Institute of Adipur as a part of their Sales & Distribution Management Course
This presentation describes the best and the worst strategies that one can deploy and the best practices you should implement.
http://triad01.com/channel-management.php
Product Management: Optimizing the What to DevelopTechWell
Most organizations struggle with the processes that define what software they should develop, when to do it, and how it will evolve over time—all parts of the product management role and activities. Because repeatable processes have not been established and organizations cope with conflicting priorities, teams stress needlessly over day-to-day decisions. Product management requires a fundamental company-wide understanding of its goals and opportunities coupled with the discipline to optimize development and maintenance efforts. Ernani Ferrari addresses why product management for software is crucial to maximize revenue and reduce costs in the short and long terms, explains the product manager’s role and activities, and examines how to translate company strategies into product strategies. Ernani also explores what business aspects you should consider during product planning, discusses the product artifacts you need, and outlines orchestrating product releases to improve corporate communication and overall financial results.
This presentation describes the best and the worst strategies that one can deploy and the best practices you should implement.
http://triad01.com/channel-management.php
Product Management: Optimizing the What to DevelopTechWell
Most organizations struggle with the processes that define what software they should develop, when to do it, and how it will evolve over time—all parts of the product management role and activities. Because repeatable processes have not been established and organizations cope with conflicting priorities, teams stress needlessly over day-to-day decisions. Product management requires a fundamental company-wide understanding of its goals and opportunities coupled with the discipline to optimize development and maintenance efforts. Ernani Ferrari addresses why product management for software is crucial to maximize revenue and reduce costs in the short and long terms, explains the product manager’s role and activities, and examines how to translate company strategies into product strategies. Ernani also explores what business aspects you should consider during product planning, discusses the product artifacts you need, and outlines orchestrating product releases to improve corporate communication and overall financial results.
Software Product Management – Optimizing WHAT to Develop Ernani Ferrari
Software companies, as well as development teams in IT departments within companies of other industries have, for years, struggled to find better tools, methodologies and training process for software development. Yet, most medium and small organizations, as well as some large ones, still struggle with the processes that define WHAT the software to be developed should be and how it will evolve over time. Proper processes are not established and most times organizations cope with conflicting roles and stressing day-to-day decisions. Product management for software requires a company-wide understanding of goals, opportunities and required discipline related to product management and is fundamental to maximize all development and ongoing maintenance efforts. This session will address why product management is crucial to maximize revenues and reduce costs in the short, medium and long terms; what the role of a product manager is; how to unfold company strategies into product strategies; what the several business aspects to be considered at product planning are; how to define productization artifacts; and how to orchestrate product releases across a software company to improve corporate communication and overall financial results.
Main Message:
Software organizations have improved HOW they develop and support their products – they have also to improve how to, on an ongoing basis, optimize WHAT those products should be.
Managing Advertising Agencies Throughout a Product's LifecycleDana Small
Find out best practices when it comes to managing advertising agencies throughout a product's lifecycle. From pre-launch to decline, find out what you can do to ensure you're getting the best support and price.
For the first time, developing a business plan can be daunting. In our simple guide, we explain the importance of a business plan and just as critical the importance of having a compelling business idea for your business in the first point. We then step by step take you through the eight critical elements of a good business plan and provide you with checklists at the end of each section.
These eight are;
1) Product/ Service - what is it you are offering?
2) The Market and Competition
3) Marketing
4) Business System
5) Organisation and HR
6) Opportunities and Risks
7) Implementation Schedule
8) Your Financial Plan
This was a two day presentation skills training session for 1st Year MBA Monitor Group Associates from Asia-Pacific Offices. The course takes the Associates through time-honed principles of conveying complex information in a visually and verbally succinct and compelling manner. A "walk before you run" skill for every ambitious young consultant
This Masterclass is used to provide an introduction to the world off multi-national consulting, problem solving, client relationship skills and project management for first year post MBA Associate Consultants. We have used this introductory module and others in the series to help McKinsey, BCG, Deloitte and KPMG in Africa, China and Australia bring their new hires up to speed
Anna's Story (June 20140
My husband was mentally and physically abusive and had a sexual addiction problem. Once just after we became married, he threatened to kill us both in the car. I thought his behaviour would change once he moved away from his family, and for a very short time it did. Before I gave birth to our first child, twice he again threatened to kill us in the car. After I gave birth, his mental abuse of manipulation, questioning my fidelity and stalking me escalated. After the birth of our second child, his sexual addiction was ignited and he began a series of affairs. Depression robbed me of my ready smile. It was like walking on
eggshells, but I loved him. His continual physical abuse ceased the day he belted me so hard I lost partial hearing in one ear and then he raped me. Afterward he felt remorseful
and I was grateful for the cessation of physical abuse. In the final futile weeks I remained with him, I narrowly stopped him from a sexual advance on our daughter, and watched in horror as he threw a knife at our son.”
In this presentation to some of the United States largest medical device manufacturers; many whom were eager to enter this seemingly insatiable market, we demonstrated some of the key risks and corresponding potential rewards of this awakening giant. Specifically we highlighted;
* The size and structure of the market
* Key growth drivers, including government-directed
initiatives from the healthcare reform and the 12th Five
Year Plan
* Companies in the market – international and domestic
and the lessons learned from their efforts to expand
geographically beyond the Tier 1-2 coastal hubs
* The immense economic and healthcare infrastructure
differences across China, and how that impacts the
companies’ go-to-market decisions and the surgeon and
patient product preferences
* Some key operational and regulatory constraints and
considerations in what is often an opaque operating
environment
* Some of the strategies embedded firms are utilising as
they move "Westward"
This a a large China 5 yr growth strategy we undertook at Monitor China for a large global cold storage logistics and transport firm. It was a 9 month project, we assessed and prioritised market growth opportunities, we assessed our client's capacity and capabilities to successfully compete in key market segments, recommended 5 focus segments and estimated 5 year foreast capital and operatations expenditure required as well as forecast revenue growth
Phase 1 summary consumer trends and market scping presentation for Mulino Bianco Italy's largest processed food conglomerate and would you believe 3rd globally after Nestle and Danone.But needed serious help in international markting includinf every element from localised names, to pack design to local NOT MILANESE SOPPY LOVE STORY BASED ADVERTISING.
Quite a task hundreds of sleppless nights doubting ourselves - ARE THESE CREW EVER GOING TO GET IT AND then hey presto CEO coup EX Coke America dus took over and it was like bees and honey.
8 US market entry strategy which contains a heavy emphasis on consumer food and healthy eating trends and customer profiling of the time (2007)
The project I led form Mulino Bianco was to introduce a health whole grain line of breads and panettis. Mulino Bianco is Barilla’s core of brand of baked goods, snacks and.
Just as an aside Barilla an Italian firm is the world’s largest pasta and baking products firms with 2013 revenues of US$6.9 Billion.
Led the Monitor Boston brand strategy team in developing a new brand identity, brand architecture, brand guidelines and implementation roadmap for the Bank of New York
From Monitor Group's Boston HQ I led teams of brand strategists and planners in five countries to develop, pitch ffor and eventually win the world wide global re-branding and communications business for Club mED
Brand Strategy linking the Brand Promise and tangible ‘Proof Points” to strategic framework with an implementation roadmap and launch schedule for one of Australia's pre-eminent universitie
We undertook a a detailed market demand forecast by areas and product type, Detailed analysis on consumer purchasing pattern, Analysis on overall competitive environment, Detailed information on competitor performance including sales, branding, pricing, channel mix and incentives, Key competitors’ COGS analysis, Strengths and weaknesses of each competitor group
and the implications, High level recommendation on product mix, Brand positioning status and recommendations, Channel mix diagnosis and high level channel prioritization, Detailed breakdown comparison on costs, COGS in
particular
I 2013 we wre commissioned by ACOOR to deliver the Asia Pacific Growth and Expansion Strategy for their global hotel chain’s up-scale brand across 10 country markets We developed a business baseline to provide a foundation for strategy development. Three growth options were considered, acquisitions, strategic partnerships and organic new build. A hybrid strategy of organic new build in three gateway Asian cities along with 2nd Tier property acquisitions at 5 additional cities was selected to guide the group’s expansion over a 10 year period
More from Navigate Consulting Australia Pty Ltd (20)
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Old Oak - Press Kit - Cannes Film Festival 2023
2015 navigate-services marketing-what the winners do differently
1. Marketing Services
What the Winners Do
Differently
John Gregg
Principal, Navigate Consulting
Australian Marketing Institute Perth - 28 November 2011
2. The rise of service businesses
• Maturity of product markets and erosion of margin
• Decline in manufacturing
• Rising standards
• New service ideas
• International opportunities
3. The discipline of service marketing
• About 30 years old
• Three key academic “schools”: American, Nordic and French
• Good application of the scientific process
• Related to customer care/customer service
4. Nature & eras of product marketing
Pre-production
Marketing
Production
Post-production
Marketing
Consumption
Create
Awareness
Induce
Trial
Demonstrate
Benefits
Build Brand
Preferences
Source: L. Berry
8. The physical support
or technical and
tangible
configuration
enabling the
output to happen
(e.g. ATMs, plane,
hotel bed)
The processes,
procedures or
operations which
give access to the
output
(e.g. to call the bank,
to connect to
Internet)
The fulfilment of
the primary
customer need
(e.g. to eat, to sleep,
to go from A to B)
OutputProcessSupport
Pierre Eiglier & Eric Langeard, 2007
Service Differences:
The “French School”
9. For example:
The marketing mix for services
Product Price
Distribution
(Place)
Promotion
Target
Market
People Presence Process
10. Examples from key areas
1. The brand
2. “Product” development
3. Communications
11. 1. Brand strategy for product
businesses FMCG
Corporate Company
Image
Product Brand
Customer Relationship
12. How companies manage branded
propositions
Perceived
value
Time
Core proposition
Core proposition
Long term trend
Added value
Added value
13. How brand literate companies
manage branded propositions
• Clear customer segments
• Detailed, numeric research
• Management of change in the proposition, as tastes change
• Gives direction to the rest of the company
• Talent management in the brand function
14. Brand strategy for service businesses
Service
Description
Services
Corporate Company
Brand
Customer Relationship
15. Brand integrity for service businesses
The Customer Journey
Awareness
Corporate marketing
Purchase
and Use
Technical
documents and
service
experience
Seeking
Information
Sales points
Sale
Termination calls
16. Drive for
Flexibility and
Customisation
Drive for
Volume & Cost
Reduction
Professional
Services
Professional
Service
Shop
Mass
Service
Shops
Mass
Services
Low High
Number of customers processed by a typical unit per day
High Contact time
Customisation
Discretion
Capability Focus
Front office
oriented
Low Contact time
Customisation
Discretion
Product Focus
Back room
oriented
Source: Prof. Graham Clark
2. Effective “product” development
18. The goods/services spectrum
Relatively
Pure Good
Service-Intensive
Good
Hybrid Goods-Intensive
Service
Relatively
Pure Service
Supply of
Lubricating oils
Automatic
ordering
systems
for oil
Supplying and
financing
workshop
equipment
Oil waste
management
and collection
service
Consultancy
service
for technical
support
marketing etc.
Tangible part of product Intangible part of product
19. Models of service 1
High product content
Service sold as an emotional
reassurance of enduring product
performance (e.g. washing machine
maintenance)
PRODUCT FEATURES
Emotional
Features
Augmented
Core
Service
support
Infrastructure
20. Models of service 2
Service used to differentiate a product
Emotional
Augmented
Core
Service Features
Service packaged as an
integral part of the offer
in order to differentiate
or add value
(e.g. preventative maintenance
of computer systems)
PRODUCT FEATURES
21. Models of service 3
Low margin product sold through a service environment
Emotional features
Image and
environmental
design
Process
integrity
Product
offering
Technology
support
Access to
the service
People
behaviour
Service
positioning
objectives
Product is sold
through a service
infrastructure which
appeals to a
particular segment
(e.g. fast food or
supermarkets)
SERVICE FEATURES
22. Models of service 4
Service only or “Added Value” offering
FEATURES OF A SERVICE OFFER
The company’s
proposition is almost
entirely without
product content
(e.g. management
consultancy)
Emotional
Features
Augmented
Core
23. Molecular modelling principles
• Identify the “nucleus” of the proposition
• Identify physical and intangible elements
• Link the elements
• Ring the total entity and define it by a set value
• Circumscribe it by its distribution method
• Describe its brand positioning or “face”
24. Molecular modelling
Airlines
Market Positioning
(weighted towards evidence)
Distribution
Price
service
frequency
in-flight
service
food
&
drink
vehicle
pre &
post flight
service
Transport
KEY
Tangible
elements
Intangible
elements
25. 3. Marketing communications issues
for service companies
1. Obviously: Benefit based
2. Enhance word of mouth
3. Professional services reputation to create “demand pull”
4. Collateral strategy to make the intangible tangible
5. The importance of internal marketing
6. Educative marketing
7. Locus of control and how it affects communications planning
26. The locus of control as part of
communication planning
High
Low
Low High
Complexity of
the
Proposition
Competence of the Customer
27. The contribution of services marketing
The
Work
Reputation
MeasurementBrand
Repurchase
or referral
Amplification
Word of
mouth