Emarketing marketing basics
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This document provides an overview of marketing and emarketing basics. It discusses the importance of understanding fundamentals like profiling the business, positioning in the market, targeting specific customer segments, and estimating market share. Key aspects of marketing communications are defining the company's vision, mission, values, and value proposition. Segmenting customers is important for tailoring messaging and measuring return on investment. The document uses examples from hotel businesses to illustrate segmenting customers into groups like leisure travelers or corporate clients.
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Emarketing marketing basics
- 2. AGENDA • emarketing Basics - Profile - Position - Target - Segments - Marketshare • marketing Basics - Profile - Position - Target - Segments - Marketshare
- 3. To become successful in marketing you have to do the homework and understand the basics of marketing. If you know who you should communicate to and what to say you can get success – but not before. MARKETING BASICS
- 4. Marketing and communication Those we have a relationship withThose we want to have a relationship with MARKETING BASICS
- 5. Leading them to become customer Those we have a relationship with Lead generating Customer careLead nurturing Demand- generating Those we want to have a relationship with MARKETING BASICS
- 6. Lead generating Customer careLead nurturing Demand- generating The phases to identify/ measure Marketing funnel EMARKETING BASICS
- 7. Lead generating Customer careLead nurturing Demand- generating Inquiry Prospect Lead Oppor- tunity Customer Awareness Anony- mous Contact details Profile / interest Sales-ready / engaged Sales activity Sales The phases to identify/ measure Marketing funnel EMARKETING BASICS
- 8. Before you open your mouth Who are we? Who are we going to talk to? MARKETING BASICS
- 9. Marketing - Communicating • Profile - Who are we? – Vision – Mission – Values • Position - Who do we want to be on the market? – How are we different from our competitors? – Value proposition: What do we offer? – Product/ service dimensions: What do we do? • Target – on what market (s)? – Who are we we positioning for? – Which are our segments? MARKETING BASICS
- 10. Marketing - Communicating • Profile - Who are we? • Position - Who do we want to be on the market? • Target – on what market (s)? „Particularly important for new companies and on markets with high competition” MARKETING BASICS
- 11. Marketing - Communicating • Profile - Who are we? – Vision – Mission – Values • What we offer (products/ services) • For whom • In what way – our values • What we want to accomplish with our business „The reason for our (company’s) existence” MARKETING BASICS
- 12. Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. MARKETING BASICS
- 13. Our Mission Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference. , passion, optimism and fun MARKETING BASICS
- 14. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. MARKETING BASICS
- 15. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. MARKETING BASICS
- 16. Our ambition is to become the European franchise leader and one of the world's three leading hotel operators, while respecting the values that have always informed the Accor spirit—a pioneering spirit of conquest shaped by a commitment to high performance and a constant concern for people—customers, employees and host communities—and for their environments. Innovation is our trademark The spirit of conquest is our growth engine Performance is the key to our continued success Respect is basis of all our relationships Trust is the foundation of our management MARKETING BASICS
- 17. Aiming to become the regional leader, we ensure long-term value creation for our shareholders by offering our customers products and services of the highest quality. All our operations adhere to ’best practice’ principles of corporate governance and social responsibility, with a focus on care for our employees and the natural environment. MARKETING BASICS
- 18. Marketing - Communicating • Position - Who do we want to be on the market? – How are we different from our competitors? – Value proposition: What do we offer? – Product/ service dimensions: What do we do/ which are our competitive strengths? „This is also important but will not be further explained” MARKETING BASICS
- 19. Marketing - Communicating • Target – on what market (s)? – Who are we we positioning for? – Which are our segments? Segmenting is important because? We can NOT talk to every one the same way even if we only sell one product. And by dividing the customers we can measure our ROI. - „The same product can fill different needs for different clients” MARKETING BASICS
- 20. Marketing - Communicating Segmenting (B2C) Gender Price Interests Location Religion Income Size of Household Age Education Occupation Social Class Ethnicity Nationality End use (Example work or leisure) EMARKETING BASICS
- 21. Marketing - Communicating Segmenting (Hotel business) • Public - BAR Website - Best Available Rate sold through the website - BAR Direct - Best Available Rate sold direct by phone, email, fax - BAR Indirect Commissionable - Best Available Rate sold trough commissionable online travel agencies - BAR Indirect Net - Best Available Rate sold trough net rate online travel agencies - Promotions -Special Event Rate • Negotiated Rates - Corporate Dynamic Rates - Corporate Flat Rates - Government - Crew - Offline Publications • Groups - Leisure - Business - Conference / Banquet - Incentive - Wedding - Events - Crew • Wholesale - FIT - Tour Operators - Wholesalers • Other - Complimentary - Barter - Walk-In - Overbooking (from another hotel) MARKETING BASICS
- 22. Estimate your Market Share • Your Market share reflects how you act/ your message in the marketing activities. „Are you a leader or a challenger in chosen segment” This will be made in Strategy workshop Business Drivers and Market Share MARKETING BASICS
- 23. Author: Robert Mansson Sales Director Marketing Director Managing Director Management consultant Efficiency project Marketing strategy project
- 25. BMG This material belongs to BMG – Business Media Group and my not Without consent spread, copied our used for other purpose than was agreed. EMARKETING BASICS