SlideShare a Scribd company logo
deadfit Marketing
Keybits ofloretailored for startuppers
Creative Camp 2014
Marketing Process
Business Process
Better Marketing
More SuccessfulBusiness
Through Marketing
» Marketing orientation
» Competitive advantage
» Monitoring competition
» Market segmentation
» Strenghts & weaknesses analysis
» Mirroring market dynamics
The contents ofastrategic
marketing plan
» Executive summary
» Mission statement
» Market overview
» Value Proposition (VP)
» SWOT analyses on key segments
» Marketing objectives & marketing mix
Executive Summary
Thissectionis an overview oftheentireplan
Itsummarizes each ofthe other
sections ofyour marketing plan.
Itis the last partto complete.
Mission Statement
The raison d'être of the
organization, covering role,
business definition,
distinctive competence and
future indications.
Don't try thisatCCALPS!
bit.ly/mission-generator
Market Overview
Providethe basis for strategy formationand positioning
MARKET STRUCTURE - MARKET TRENDS - WHO buys WHAT
What are the BENEFITS SOUGHT - KEY MARKET SEGMENTS
And finally the golden rule...
Select a segment & serve it
Mass Market
Some organizations don'tfocus
On separate customer segments
Theytreateveryone
asalarge segment
Niche Market
When You catera verysmall
Specific group
Ofcustomers
Segmented Market
Multiple Segments withslightly
Different needs
& problems
Diversified Market
Youhave more thanone Segment
With very different needs
Multi-sided Market
Characterizedby interdipendent
customer segments
Value Proposition
Basedoncustomer needs
Whatvalueareyou deliveringthrough
your product or service?
Strenghts &Weaknesses Analysis
UndertakeaSWOT analysis to
helpyour companyunderstand its
relative strengths and
weaknesses in each segment
Marketing Objectives
Goals usuallyquantitative statements
thatthe organization
wishes to achieve
Marketing Strategy
The integrated mixthatwill satisfy
the objectives interms of
Product Price
Place Promotion
Productincluding service
Whatcreates value
foryour customers
in quantitative & qualitativeterms
Breakthrough Technology
You can satisfyneeds
Thatcustomers even
Didn'tthinktheyhad
AndCreatea new industry
Incremental Performance
You can delivervalue
byupgrading existing
Products & Services
Makingthings moreconvenient
Fixed pricing
Basedonstatic predefinedvariables
Not subjet to bargaining
» List price
» Feature dependent pricing
» Customer segment dependent
» Volume dependent
Dynamic pricing
Basedoncertain market variables
Price constantly change
» Negotiating or bargaining
» Feature dependent pricing
» Yeld management
» Real-time markets
» Auction pricing
Placement
Represents the means throughwhich
Your company delivers value
Channels raise Awareness
Allowto evaluate ourproducts
&to performthe purchase
Promotion
Communicatewith
Customers & potentialones
Both personal & impersonal
Impersonal Communication
Usually refers to
Advertising
& salespromotion
Advertising
Manageasan investment
Define Target Goals
Message & Medium
Then Monitor Results
New Media Communication
Websites Blogs
Usergroups TumblrTwitter Facebook
YouTube UserVoice
Social Media Strategy
1.Increase brand awareness across markets
» Lead generation
» Support from influencial customers
2.Spread the word across internet & real places
3.Connect with passions, lifestyles & causes
4.Share links to contents relevant to conversions
Social Media Guidelines
1.Networks are built for activity, not commerce
2.Participate & share, do not push
3.Be smart, come-ons usually mean just that
4.Leverage specific capabilities of each network
5.Build real & engaging social graphs
TwitterWorkflow
1.Listen to people in stratefic segments
2.Measure people's influence
3.Take action considering the tool's global nature
4.Measure results
5.Establish a nice handle
6.Spend some time to brand and design your page
7.Build an authoritative social graph
Finished
Withmy presentation
Questions?
Thank you!

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