This document outlines the five stages of the consumer buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase decision. It describes each stage in detail, including how needs are triggered, the major information sources used in the search stage, and how satisfaction or dissatisfaction with a purchase can impact future purchase decisions and recommendations to others. The evaluation stage considers how judgments are made consciously and attributes are assessed based on beliefs. The post-purchase stages examine satisfaction levels, potential actions like repeat purchases or warnings to others, and product usage over time.
The document discusses Pankaj Kumar's BCA course project on McDonald's Corporation. It outlines the topics that will be covered, including the company's history, strategic planning, marketing strategies, positioning, target market, and conclusions. The project methodology involves collecting primary and secondary data through surveys and research on McDonald's operations, products, pricing, advertising, performance, and global presence.
How to choose the most attractive target markets.Sameer Mathur
This document discusses market segmentation and target marketing strategies. It defines a target market as buyers who share common needs, and evaluates segments based on size, growth, competition, substitutes, and supplier/buyer power. Companies can choose between mass, differentiated, niche, or micromarketing. Positioning involves defining brand attributes in customers' minds. Choosing a target strategy considers resources, product variability, life cycle stage, and market/competitor variability. Benefits of segmentation include better resource use, lower costs, easier feedback, and increased sales through better customer need satisfaction.
Market segmentation is the process of dividing a large homogenous market into clearly defined subgroups of customers with distinct needs, characteristics, or behaviors. The goal is to allow companies to design tailored marketing mixes for each segment to better meet customer expectations. Key factors in segmentation include clearly identifying segments, measuring segment size, accessibility, and ensuring segments are appropriate for a company's resources. Common bases for segmentation include behavioral, demographic, psychographic, and geographic differences. Benefits of segmentation include increased sales, better customer satisfaction and feedback, and reduced costs from avoiding ineffective advertising.
Cultural, social, personal, and psychological factors influence consumer behavior. Cultural factors include culture, society, and subcultures. Social factors encompass reference groups, family, and social roles and status. Personal factors relate to aspects like age and lifestyle. Psychological factors concern consumer motivation, perception, learning, beliefs, and attitudes.
McDonald's is the world's largest fast food chain with over 32,000 restaurants globally. It began in 1940s California and was franchised internationally starting in the 1950s. McDonald's entered India in 1996 through a joint venture. It has customized its menu for Indian tastes, removing pork and beef and adding vegetarian options. The document discusses McDonald's history, business model, entry into India, SWOT analysis, research methodology on customer preferences, and recommendations.
This document discusses marketing research and its importance for businesses. It defines marketing research as the systematic gathering and analysis of data related to marketing problems. Marketing research is important as it provides valuable customer behavior data, helps select promotional techniques, supplies market information, and evaluates marketing performance. The key stages of marketing research are defining the problem, developing a research plan, collecting information, analyzing the information, and presenting findings. A marketing information system is also described which continuously provides relevant data to aid marketing decisions. Finally, common areas studied in pharmaceutical market research are outlined.
This document discusses consumer behavior and the consumer buying process. It describes consumer behavior as studying how and why people make purchasing decisions. The consumer buying process has six stages: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. It also outlines four types of consumer buying behavior: routine response, limited decision making, extensive decision making, and impulse buying.
This document outlines the five stages of the consumer buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase decision. It describes each stage in detail, including how needs are triggered, the major information sources used in the search stage, and how satisfaction or dissatisfaction with a purchase can impact future purchase decisions and recommendations to others. The evaluation stage considers how judgments are made consciously and attributes are assessed based on beliefs. The post-purchase stages examine satisfaction levels, potential actions like repeat purchases or warnings to others, and product usage over time.
The document discusses Pankaj Kumar's BCA course project on McDonald's Corporation. It outlines the topics that will be covered, including the company's history, strategic planning, marketing strategies, positioning, target market, and conclusions. The project methodology involves collecting primary and secondary data through surveys and research on McDonald's operations, products, pricing, advertising, performance, and global presence.
How to choose the most attractive target markets.Sameer Mathur
This document discusses market segmentation and target marketing strategies. It defines a target market as buyers who share common needs, and evaluates segments based on size, growth, competition, substitutes, and supplier/buyer power. Companies can choose between mass, differentiated, niche, or micromarketing. Positioning involves defining brand attributes in customers' minds. Choosing a target strategy considers resources, product variability, life cycle stage, and market/competitor variability. Benefits of segmentation include better resource use, lower costs, easier feedback, and increased sales through better customer need satisfaction.
Market segmentation is the process of dividing a large homogenous market into clearly defined subgroups of customers with distinct needs, characteristics, or behaviors. The goal is to allow companies to design tailored marketing mixes for each segment to better meet customer expectations. Key factors in segmentation include clearly identifying segments, measuring segment size, accessibility, and ensuring segments are appropriate for a company's resources. Common bases for segmentation include behavioral, demographic, psychographic, and geographic differences. Benefits of segmentation include increased sales, better customer satisfaction and feedback, and reduced costs from avoiding ineffective advertising.
Cultural, social, personal, and psychological factors influence consumer behavior. Cultural factors include culture, society, and subcultures. Social factors encompass reference groups, family, and social roles and status. Personal factors relate to aspects like age and lifestyle. Psychological factors concern consumer motivation, perception, learning, beliefs, and attitudes.
McDonald's is the world's largest fast food chain with over 32,000 restaurants globally. It began in 1940s California and was franchised internationally starting in the 1950s. McDonald's entered India in 1996 through a joint venture. It has customized its menu for Indian tastes, removing pork and beef and adding vegetarian options. The document discusses McDonald's history, business model, entry into India, SWOT analysis, research methodology on customer preferences, and recommendations.
This document discusses marketing research and its importance for businesses. It defines marketing research as the systematic gathering and analysis of data related to marketing problems. Marketing research is important as it provides valuable customer behavior data, helps select promotional techniques, supplies market information, and evaluates marketing performance. The key stages of marketing research are defining the problem, developing a research plan, collecting information, analyzing the information, and presenting findings. A marketing information system is also described which continuously provides relevant data to aid marketing decisions. Finally, common areas studied in pharmaceutical market research are outlined.
This document discusses consumer behavior and the consumer buying process. It describes consumer behavior as studying how and why people make purchasing decisions. The consumer buying process has six stages: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. It also outlines four types of consumer buying behavior: routine response, limited decision making, extensive decision making, and impulse buying.
McDonald's was founded in 1940 in California by the McDonald brothers. Ray Kroc took over the company in 1955 and established McDonald's Corporation, headquartered in Illinois. McDonald's serves over 53 million customers daily worldwide through over 31,000 stores in 120 countries. While both McDonald's and KFC are large global fast food chains that originated in the US, McDonald's focuses more on hamburgers and breakfast, while KFC specializes in chicken preparation methods. McDonald's has a wider variety of menu items and is larger globally but many franchises, while KFC has fewer large franchise groups.
The document discusses key concepts in marketing, including the 4 P's of marketing (product, price, place, promotion), different marketing concepts (production, product, selling, marketing), and orientations (holistic, societal). It provides details on each of the 4 P's - what they refer to and examples. It also explains different management orientations like production, product, selling, and marketing concepts and how firms following these concepts operate. The document is meant to introduce students to fundamental marketing terminology and frameworks.
Consumer buying behavior refers to the decision processes and acts of individuals and households who purchase products and services for personal use. The stages of consumer buying behavior include problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. Consumer buying behavior theory seeks to understand these stages and how consumers make purchase decisions based on their needs, search for information, criteria for evaluating options, and satisfaction after the purchase.
(1) Products and services have become so alike that brands add emotion and trust to differentiate them, simplify consumer choice, and create relationships between brands and loyal consumers.
(2) Brands create aspirational lifestyles that consumers can associate with, allowing brands to charge more and be extended to new categories.
(3) Effective packaging and labeling promotes products, defines their identity, provides important information to consumers, and ensures safe use while protecting the product.
The document discusses various topics related to new product development including the importance of new products, categories of new products, factors in successful new products, why new products fail, the product development process, packaging and labeling, diffusion, and product range management. It provides details on each stage of the product development process and the purposes and marketing information used at each stage.
Market segmentation involves dividing a market into distinct groups of customers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. The key benefits are identifying new product opportunities, designing effective marketing programs for homogeneous groups, and improving resource allocation. Segments must be identifiable, accessible, responsive to different offers, large enough to target, and stable over time. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors such as age, gender, income, lifestyle, customer behavior, and usage occasions.
This document provides an overview of McDonald's history and operations. It discusses that McDonald's was founded in 1940 and became widely franchised in the 1950s. Key factors in McDonald's success include maintaining consistency in offerings globally, innovating new products and services, and resilience in overcoming challenges. Potential future risks include health concerns reducing customers and growing competition in the fast food sector. The document also examines McDonald's mission, vision, competitors, and questions related to maintaining its brand values over time.
Analyzing Consumer Markets and Buyer BehaviorSumit Pradhan
The document discusses factors that influence consumer buying behavior and the consumer decision-making process. It outlines that consumer behavior is shaped by cultural, social, personal, and psychological factors. It also describes the stages consumers go through in the buying process, including problem recognition, information search, evaluation, purchase, and post-purchase evaluation. Marketers need to understand these influences and stages to effectively market to consumers.
This document discusses the consumer decision making process. It outlines five factors that influence consumer decisions, as well as three levels of consumer decision making ranging from extensive problem solving to routine response behavior. The stages of the consumer decision making process are described, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. An example consumer decision process for purchasing a new car is provided to illustrate these stages.
The document discusses five marketing approaches: production, product, marketing, societal marketing, and agribusiness marketing. It then covers the marketing mix, which includes the four Ps - product, price, place, and promotion. The marketing mix involves identifying customer needs and wants to develop products and services, set prices, distribute to appropriate locations, and promote offerings through advertising and other methods. The goal is to profitably satisfy consumer needs through an understanding of the market environment.
There are four main types of consumer buying decisions: complex buying behavior, dissonance reducing behavior, habitual buying behavior, and variety-seeking behavior. Complex buying behavior involves high consumer involvement, significant perceived differences between brands, and occurs for expensive, risky purchases like computers. Dissonance reducing behavior also has high involvement but less perceived brand differences, for purchases like carpets where learning occurs but decisions are quick. Habitual buying has low involvement and little brand differences, for everyday low-cost items bought out of habit. Variety-seeking behavior has low involvement but significant perceived brand differences, leading to frequent brand switching for items like cookies.
McDonalds is the world's largest fast food chain serving 47 million customers daily. It began in 1937 as a hot dog stand in California and has since grown into a global brand worth over $25 billion. McDonalds succeeds through consistent quality, service, and value. It adapts to local markets by tailoring menus and promotions while maintaining standardized operations. McDonalds targets families and remains popular through affordable pricing and family-friendly atmospheres including playgrounds and the iconic Happy Meal.
The document discusses various pricing strategies and concepts, including new product pricing strategies like market skimming and market penetration pricing. It also covers product mix pricing strategies, price adjustment strategies such as discounts and segmented pricing, and factors to consider when making price changes. Public policy concerns related to pricing such as predatory pricing and unfair trade practices are also summarized.
This document contains information about Starbucks, including its history and mission statements over time. It started in 1971 as a small coffee shop in Seattle and has grown to be a global brand with over 16,000 stores. The document outlines Starbucks' strengths as a leading coffee brand, as well as weaknesses, opportunities, and threats. It also discusses competitors and provides recommendations to enhance Starbucks' business.
The document discusses consumer decision making. It outlines the consumer decision making process which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also discusses the types of consumer decisions and factors that influence consumer decision making like marketing efforts, psychological factors, and socio-cultural environment. The goal is to understand the "how" and "why" of consumers' experiences with products and services.
Consumer behavior is studied based on concepts from psychology, sociology, anthropology, marketing, and economics. It is important to study consumer behavior because customers can no longer be taken for granted. Failure rates of new products are high, with only 56% of new products remaining on the market after 5 years and only 8% of new concepts making it to market, with 83% of those failing to meet objectives. All managers must become skilled at analyzing consumer motivation and behavior in order to succeed.
The document provides an overview of McDonald's marketing environment and strategy in Singapore. It discusses the 4Cs framework - Company, Customers, Competitors, and Change. Under Company, it analyzes McDonald's values, tactics, strengths and weaknesses. For Customers, it outlines customer segmentation, profiling, and target markets. Competitors analyzes brands like KFC and Burger King. Change discusses opportunities and threats like health trends, aging population, and inflation. The document then covers TOWS analysis, marketing mix (4Ps), financial statements, and McDonald's positioning in Singapore.
Service strategy Analysis of Case Study- Starbucks- Delivering Customer Service
Introduction
Founded in 1971.
- Founded by:Gerald Baldwin, Gordon Bowker & Ziev Siegl
-The founders sold the entire business to Howard Schultz who joined the marketing team in 1982
-By 2002, it served 20 million unique customers in 5000 stores across the globe
-Sales had a CAGR of 40% , while Net Earnings had a CAGR of 50%
Third lesson of the fall period. Teaching the first tricks of creative marketing, inspired by Philip Kotler's book and today's trends.
This presentation focusses on brands en the productlifecycle.
McDonald's was founded in 1940 in California by the McDonald brothers. Ray Kroc took over the company in 1955 and established McDonald's Corporation, headquartered in Illinois. McDonald's serves over 53 million customers daily worldwide through over 31,000 stores in 120 countries. While both McDonald's and KFC are large global fast food chains that originated in the US, McDonald's focuses more on hamburgers and breakfast, while KFC specializes in chicken preparation methods. McDonald's has a wider variety of menu items and is larger globally but many franchises, while KFC has fewer large franchise groups.
The document discusses key concepts in marketing, including the 4 P's of marketing (product, price, place, promotion), different marketing concepts (production, product, selling, marketing), and orientations (holistic, societal). It provides details on each of the 4 P's - what they refer to and examples. It also explains different management orientations like production, product, selling, and marketing concepts and how firms following these concepts operate. The document is meant to introduce students to fundamental marketing terminology and frameworks.
Consumer buying behavior refers to the decision processes and acts of individuals and households who purchase products and services for personal use. The stages of consumer buying behavior include problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. Consumer buying behavior theory seeks to understand these stages and how consumers make purchase decisions based on their needs, search for information, criteria for evaluating options, and satisfaction after the purchase.
(1) Products and services have become so alike that brands add emotion and trust to differentiate them, simplify consumer choice, and create relationships between brands and loyal consumers.
(2) Brands create aspirational lifestyles that consumers can associate with, allowing brands to charge more and be extended to new categories.
(3) Effective packaging and labeling promotes products, defines their identity, provides important information to consumers, and ensures safe use while protecting the product.
The document discusses various topics related to new product development including the importance of new products, categories of new products, factors in successful new products, why new products fail, the product development process, packaging and labeling, diffusion, and product range management. It provides details on each stage of the product development process and the purposes and marketing information used at each stage.
Market segmentation involves dividing a market into distinct groups of customers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. The key benefits are identifying new product opportunities, designing effective marketing programs for homogeneous groups, and improving resource allocation. Segments must be identifiable, accessible, responsive to different offers, large enough to target, and stable over time. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors such as age, gender, income, lifestyle, customer behavior, and usage occasions.
This document provides an overview of McDonald's history and operations. It discusses that McDonald's was founded in 1940 and became widely franchised in the 1950s. Key factors in McDonald's success include maintaining consistency in offerings globally, innovating new products and services, and resilience in overcoming challenges. Potential future risks include health concerns reducing customers and growing competition in the fast food sector. The document also examines McDonald's mission, vision, competitors, and questions related to maintaining its brand values over time.
Analyzing Consumer Markets and Buyer BehaviorSumit Pradhan
The document discusses factors that influence consumer buying behavior and the consumer decision-making process. It outlines that consumer behavior is shaped by cultural, social, personal, and psychological factors. It also describes the stages consumers go through in the buying process, including problem recognition, information search, evaluation, purchase, and post-purchase evaluation. Marketers need to understand these influences and stages to effectively market to consumers.
This document discusses the consumer decision making process. It outlines five factors that influence consumer decisions, as well as three levels of consumer decision making ranging from extensive problem solving to routine response behavior. The stages of the consumer decision making process are described, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. An example consumer decision process for purchasing a new car is provided to illustrate these stages.
The document discusses five marketing approaches: production, product, marketing, societal marketing, and agribusiness marketing. It then covers the marketing mix, which includes the four Ps - product, price, place, and promotion. The marketing mix involves identifying customer needs and wants to develop products and services, set prices, distribute to appropriate locations, and promote offerings through advertising and other methods. The goal is to profitably satisfy consumer needs through an understanding of the market environment.
There are four main types of consumer buying decisions: complex buying behavior, dissonance reducing behavior, habitual buying behavior, and variety-seeking behavior. Complex buying behavior involves high consumer involvement, significant perceived differences between brands, and occurs for expensive, risky purchases like computers. Dissonance reducing behavior also has high involvement but less perceived brand differences, for purchases like carpets where learning occurs but decisions are quick. Habitual buying has low involvement and little brand differences, for everyday low-cost items bought out of habit. Variety-seeking behavior has low involvement but significant perceived brand differences, leading to frequent brand switching for items like cookies.
McDonalds is the world's largest fast food chain serving 47 million customers daily. It began in 1937 as a hot dog stand in California and has since grown into a global brand worth over $25 billion. McDonalds succeeds through consistent quality, service, and value. It adapts to local markets by tailoring menus and promotions while maintaining standardized operations. McDonalds targets families and remains popular through affordable pricing and family-friendly atmospheres including playgrounds and the iconic Happy Meal.
The document discusses various pricing strategies and concepts, including new product pricing strategies like market skimming and market penetration pricing. It also covers product mix pricing strategies, price adjustment strategies such as discounts and segmented pricing, and factors to consider when making price changes. Public policy concerns related to pricing such as predatory pricing and unfair trade practices are also summarized.
This document contains information about Starbucks, including its history and mission statements over time. It started in 1971 as a small coffee shop in Seattle and has grown to be a global brand with over 16,000 stores. The document outlines Starbucks' strengths as a leading coffee brand, as well as weaknesses, opportunities, and threats. It also discusses competitors and provides recommendations to enhance Starbucks' business.
The document discusses consumer decision making. It outlines the consumer decision making process which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also discusses the types of consumer decisions and factors that influence consumer decision making like marketing efforts, psychological factors, and socio-cultural environment. The goal is to understand the "how" and "why" of consumers' experiences with products and services.
Consumer behavior is studied based on concepts from psychology, sociology, anthropology, marketing, and economics. It is important to study consumer behavior because customers can no longer be taken for granted. Failure rates of new products are high, with only 56% of new products remaining on the market after 5 years and only 8% of new concepts making it to market, with 83% of those failing to meet objectives. All managers must become skilled at analyzing consumer motivation and behavior in order to succeed.
The document provides an overview of McDonald's marketing environment and strategy in Singapore. It discusses the 4Cs framework - Company, Customers, Competitors, and Change. Under Company, it analyzes McDonald's values, tactics, strengths and weaknesses. For Customers, it outlines customer segmentation, profiling, and target markets. Competitors analyzes brands like KFC and Burger King. Change discusses opportunities and threats like health trends, aging population, and inflation. The document then covers TOWS analysis, marketing mix (4Ps), financial statements, and McDonald's positioning in Singapore.
Service strategy Analysis of Case Study- Starbucks- Delivering Customer Service
Introduction
Founded in 1971.
- Founded by:Gerald Baldwin, Gordon Bowker & Ziev Siegl
-The founders sold the entire business to Howard Schultz who joined the marketing team in 1982
-By 2002, it served 20 million unique customers in 5000 stores across the globe
-Sales had a CAGR of 40% , while Net Earnings had a CAGR of 50%
Third lesson of the fall period. Teaching the first tricks of creative marketing, inspired by Philip Kotler's book and today's trends.
This presentation focusses on brands en the productlifecycle.
Beetje makkelijker innoveren | Sipke van der Werf RM, SPAR HoldingBBPMedia1
SPAR maakt jouw leven een beetje makkelijker. Door de ervaringen te delen, onze manier van werken toe te lichten, hoop ik dat ik jouw innovatie leven net een beetje makkelijker kan maken. Je leert wat de top 5 reden zijn waarom innovaties falen en hoe SPAR hiermee omgaat.
Je hoort waarom SPAR zaken net een beetje anders aanpakt en zich daarmee onderscheid ten opzichte van andere retailers. Je begrijpt hoe innovatie kan helpen bij het verbeteren van het resultaat van niet alleen SPAR Holding maar zeker ook de SPAR ondernemers.
SPAR is winnaar van nationale franchise trofee 2023
Sipke van der Werf RM, SPAR Holding
Dag
Marketing introductie en basistechnieken geeft je de strategische tools om operationele marketing toe te laten.
Boerenverstand is wat je hierbij nodig hebt
Veel marketing-succes ermee
AatjeManon
NIMA2024 | Hoe breng je Behavioural Design in de praktijk? | Mylene Samuels, ...BBPMedia1
Obstakels, learnings en tips.
Mylene neemt je mee op haar reis. Hoe heeft zij Behavioural Design in de praktijk gebracht bij de ABN AMRO? Ze deelt de obstakels die ze is tegengekomen op haar reis. Maar ook haar tips en learnings. Ook deelt zij een zeer praktische succesvolle Behavioural Design casus.
NIMA2024 | Het Grote Jongerenonderzoek 2024 | Hatice van Leeuwen, Mediahuis e...BBPMedia1
Hoe zijn jongeren te bereiken, wat houdt ze bezig en wat verwachten ze van merken? Hoe dichten we de kloof tussen verschillende generaties? Door het jongeren zelf te vragen. Dit is wat Het Grote Jongerenonderzoek doet.
Al 8 jaar doen Mediahuis, MediaTest en WPK grootschalig onderzoek onder jongeren. Het onderzoek biedt diepgaande inzichten die van onschatbare waarde zijn voor het begrijpen en bereiken van jongere generaties.
Hoe denken jongeren over actuele topics, zoals duurzaamheid, innovatie en employer branding? Wat vinden ze belangrijk in het leven?
Welke media gebruiken jongeren? Wat vinden ze nou eigenlijk van reclame? En waar moet een merk echt aan voldoen?
Allemaal vragen waar Het Grote Jongerenonderzoek antwoord op geeft. In deze sessie hoor jij als allereerste de nieuwste resultaten.
NIMA2024 | Verbinden met Gen Z - Tips en methoden I Ellen Magermans en Carlij...BBPMedia1
Tijdens de presentatie delen we niet alleen inzichten hoe je jongeren het beste kunt bereiken als merk, maar ook juist inzichten hoe je jongeren het beste kan verbinden met je merk.
Verwacht verrassende inzichten in deze generatie die je een hele grote stap dichterbij de doelgroep brengt.
NIMA2024 | Het belang van “Vrienden van Amstel Live” voor Amstel Bier | Thijs...BBPMedia1
In deze talk neemt Thijs de kijkers “backstage” in de marketingwereld die schuilt achter de Vrienden van Amstel LIVE. Wat zijn de succesfactoren van dit event en hoe blijft Amstel na 26 jaar nog vernieuwen? En hoe belangrijk is het event voor het biermerk, nu pils in populariteit daalt en mediakosten stijgen…
NIMA2024 | Nieuwe generaties inspireren. Van groei naar impact. | Yvonne Nass...BBPMedia1
Met ruim 200 schilderijen, bijna 500 tekeningen en bijna alle brieven beheert het museum de grootste verzameling werken van Vincent van Gogh ter wereld. De missie: het inspireren van een divers publiek met het leven en werk van Vincent van Gogh en zijn tijd. Yvonne zal in haar sessie delen hoe het museum een jongere doelgroep en nieuwe generaties museumbezoekers aantrekt. Ze neemt je mee in de marketing & communicatie uitdagingen en –aanpak. En hoe het museum impact wil maken.
NIMA2024 | Klein budget, grote impact! Zo bereik je senioren met een gerichte...BBPMedia1
Tijdens deze presentatie licht SeniorWeb de genomineerde marketingcase voor de Marketing Company of the Year Award toe. SeniorWeb is een landelijke vereniging zonder winstoogmerk met 151.000 leden, 2.800 vrijwilligers en 16 miljoen websitebezoeken per jaar. We bespreken de marketingstrategie van 2023 aan de hand van de uitdagingen, de ingezette p’s en de resultaten. Door de nog bredere inzet van contentmarketing en een gewaagd prijsbeleid weet SeniorWeb steeds meer ouderen te bereiken. En daarmee nog meer mensen te helpen om digitaal vaardig te worden en te blijven.
NIMA2024 | Met post klanten terugwinnen die je via e-mail niet kunt bereiken ...BBPMedia1
E-mail is een populaire marketingtool voor veel ondernemingen. Maar wat als meer dan de helft van je klanten e-mails niet opent? Tom Meijer, Online Marketeer bij XXL Nutrition, vertelt hoe zij naast e-mail ook post inzetten voor meer impact. Bijvoorbeeld vanuit een geautomatiseerde campagne waarbij een gepersonaliseerd poststuk automatisch wordt ingezet als een e-mail drie keer niet wordt geopend. Maar ook de combinatie post en e-mail is een krachtig. Het toevoegen van post aan e-mail zorgt voor een hogere openingsrate, verwerking en engagement. Dat blijkt uit het Crossmediaal neuromarketingonderzoek post & online, uitgevoerd door Unravel in april 2024.
NIMA2024 | Binnen beginnen is buiten winnen | Ilse Janssen-Vermeulen en Nanda...BBPMedia1
Nadat eind 2021 een ambitieuze strategie is neergelegd door een kersverse marketingafdeling, is in 2022 gestart met de uitvoering daarvan. We zijn back to basic gegaan en hebben een stevig marketingfundament gezaaid. In 2023 konden we oogsten en is de een na de andere vernieuwing geïntroduceerd – met positief resultaat! Inmiddels is in- en extern zichtbaar hoe marketing onderdeel is geworden van de gehele organisatie. Dit wordt ook gezien door het NIMA, zij nomineerde Processionals voor Marketing Company of the Year (Medium).
3. Case Starbucks
Wie kent Starbucks van naam?
Wie heeft er al koffie gedronken?
Wie weet waar er vestigingen zijn in België?
4.
5.
6.
7. Starbucks in België
Brussel
Luchthaven (2 x)
….
Antwerpen
Station
Markt
Gent
Brugge
station
8. Starbucks
inspiratie= reis marketing director: espressobars
Milaan
enkele cijfers
15 000 koffiehuizen
11 000 in de States
45 000 000 klanten per dag
85% omzet komt van eigen koffiehuizen
strategie
meer groei in koffiehuizen
nieuwe detailhandelskanalen
nieuwe producten
9. 1) groei in koffiehuizen
Azië
Europa
2009: UK, France, Greece:
150 nieuwe vestigingen
vooral luchthavens en stations
Zuid-Amerika
10. 2) nieuwe detailhandelskanalen
Kraft Foods:
merksamenwerking met Kraft Foods
toegang tot 25000 supermarkten
kiosken, in hotels, op vliegtuigen, ..
Kraft is recent van naam
veranderd, zoek op…
11. 3) nieuwe producten
donuts, ….
met Pepsico:
frappucinodranken
doubleshot
met Breyer’s
Starbucks ijs
met platenlabel: ‘hear music’
winkels: zelf CD branden.
14. Keerzijde van de medaille
rechtszaken in US (i.v.m. tips)
sluiting 600 onrendabele zaken
redelijk dure koffie
impact van crisis
gevaar: nieuwe koffie van McDonald’s
15. 2.1 Strategische planning
Strategische planning:
organisatiedoelen en capaciteiten
voortdurend afstemmen op
veranderende kansen op markt
15
20. Planningproces
Waarom moeten we plannen?
planning is minder nuttig in een snel veranderende
context?
integendeel: het stimuleert vooruitdenken, dwingt het
bedrijf doelgericht te werken, en biedt houvast voor
controle.
21. 3 soorten plannen
Jaarplan
doelstelling, strategie, actieplan & budgetten
Langetermijnplan
5 jaar
wordt elk jaar bijgewerkt
Strategisch plan
25. Voorbeeld Ikea:
Afnemersbehoeften, benefits
goedkoop, leuk vormgegeven
Afnemersgroepen / segmenten
alleenwonenden en starters
Technologie / producten
trendy meubels (hout), zelf
monteren
25
Abell: afbakening van het
activiteitenterrein [niet in het boek]
26. 2.1.1 Marktgerichte missie
formuleren
Missie: marktgericht: formuleren in termen van
klantbehoeften!
niet in termen van producten of
technologie (= marketingbijziendheid)
Vb: Disney
productgericht: ‘Wij baten pretparken uit’
marktgericht: ‘Wij creëren fantasieën die het families
mogelijk maken om samen een fantastische tijd door te
brengen en herinneringen te creëren die een leven lang
mee gaan’
26
27. Definiëren van de missie
Vier eisen waaraan een goed missie-statement
voldoet :
1. Realistisch: haalbare doelstellingen
2. Specifiek: afbakening van het werkterrein
(maar niet té specifiek)
3. Onderscheidende competenties: waarin willen we
goed zijn? Waarin onderscheiden we ons van de
concurrentie?
4. Motiverend:
Let’s make things better
Sense and Simplicity
Principes van marketing - Hoofdstuk 3 27
29. Principes van marketing - Hoofdstuk 3 29
Missie:
We dragen bij aan een beter bestaan door op het juiste
moment zinvolle technologische innovaties op de markt te
brengen.
30. Ritz-Carlton
productgericht:
‘Wij verhuren luxe hotelkamers en hebben prima
restaurants’
marktgericht:
‘Wij creëren de Ritz-Carlton beleving – een ervaring die
de zintuigen prikkelt, het welzijn bevordert en zelf de
onuitgedrukte wensen en verwachtingen van onze
klanten vervult’.
30
31. De missie van Unilever: Vitaliteit
Principes van marketing - Hoofdstuk 3 31
• Unilever voegt vitaliteit
toe aan het leven.
• Wij voorzien in de
dagelijkse behoeften aan
voeding, hygiëne en
persoonlijke verzorging
met merken die mensen
helpen zich goed te
voelen, er goed uit te zien
en meer uit het leven te
halen.
42. 2.1.3 Activiteitenportfolio
Activiteitenportfolio: verzameling activiteiten en
producten van bedrijf
analyse bestaande portfolio
in welke activiteiten meer/minder investeren?
Boston Consulting Group
groeimarkt/aandeelmatrix
General Electric model
toekomstige portfolio: strategieën voor groei en
inkrimping
Ansoff matrix
42
43. 2.1.3 Activiteitenportfolio
Strategic Business Units (SBU)
Strategic Business Unit (SBU):
onderdeel van bedrijf
eigen doelstellingen
kan onafhankelijk van andere activiteiten worden
gepland
divisie
productlijn binnen divisie
soms één enkel product of merk
product/marktcombinatie
43
50. 2.1.3 Activiteitenportfolio
Boston Consulting Group matrix
Hoe belangrijk/ aantrekkelijk is elke SBU?
Aantrekkelijkheid van markt
groeitempo van de markt
Kracht van SBU op die markt
relatieve marktaandeel: groter/kleiner dan
concurrenten?
50
51. Matrix van de Boston Consulting
Group
Principes van marketing - Hoofdstuk 3 51
Wat is de logische volgorde van een product (PLC) ?
Zie volgende dia
52. Matrix van de Boston Consulting
Group
Principes van marketing - Hoofdstuk 3 52
Wat is de logische volgorde van een product (PLC) ?
Zie volgende dia
59. 2.1.3 Activiteitenportfolio
Boston Consulting Group matrix
59
Voor elke SBU kiezen tussen 4 strategieën:
marktaandeel opbouwen
meer investeren
marktaandeel handhaven
net genoeg investeren
oogsten
korte termijn geld uit pompen
desinvesteren
verkopen, afbouwen, middelen elders gebruiken
60. 2.1.4 General Electric model (GE)
= Verbeterde versie BCG-methode
Hoe belangrijk/ aantrekkelijk is elke SBU?
Aantrekkelijkheid van markt
groeitempo van de markt
marktgrootte
winstmarges
…
Kracht van SBU op die markt
marktaandeel
merkwaarde
productkwaliteit
…
60
63. 2.1.4 Gevaren portfolio analyses
bestaande activiteiten te snel opgeven
zich storten op nieuwe activiteiten waar men te weinig
van afweet
meeste SBU’s in midden matrix
subjectieve inschattingen management
63
64. 2.1.4 Strategieën voor groei :
Ansoff
Activiteitenportfolio: verzameling activiteiten en
producten van bedrijf
analyse bestaande portfolio
Boston Consulting Group
groeimarkt/aandeelmatrix
General Electric model
toekomstige portfolio: strategieën voor groei en
inkrimping
Ansoff matrix
64
66. Marktpenetratie
Marktpenetratie: omzet huidige producten binnen
huidige markten vergroten
méér gebruikers product vinden
gebruik per persoon vergroten
voorbeelden
Mercedes C klasse (naast Audi A4, BMW 3)
BMW 1 klasse
mobile vikings (naast proximus, mobistar, enz…)
66
67. Marktontwikkeling
Marktontwikkeling: nieuwe markten ontwikkelen
voor huidige producten
voorbeelden
nieuwe producten
mercedes B klasse die A klasse vervangt
nieuwe smaken:
variaties senseo pads
geef zelf vb…..
nieuwe verpakking
Hoegaarden in blik
GSM voor kleuters
67
68. Productontwikkeling
Productontwikkeling: nieuwe producten
aanbieden aan huidige markten
vb: Club Med Sneeuwvakanties:
ontwikkeling nieuwe ‘all-in’ formule
voor België en Frankrijk
Mercedes in BRIC landen
69. Diversificatie
Diversificatie: nieuwe producten aanbieden aan
markten waar men eerder niet actief was
vb: Club Med: opstarten van een keten van fitness en
wellness centra in Frankrijk
ruimtevaarttoerisme
69
70. Link met opdracht
Probeer (?) een van de schema’s toe te passen op je
product/dienst
Boston Consulting Group
General Electric
Ansoff
71. 2.2 Samenwerkingsverbanden aangaan om
klantrelaties op te bouwen
Algemeen strategisch plan bedrijf: welk soort
activiteiten?
belangrijke rol marketing:
filosofie (opbouw winstgevende relaties klanten)
identificeren marktkansen
Binnen elke business unit: meer gedetailleerde
planning en doelstellingen
marketing:
management klantrelaties
management samenwerkingsverbanden
andere afdelingen
andere bedrijven
71
78. 2.3.1 Strategie t.a.v. concurrentie:
3 generieke strategieën van Porter
Twee basistypen concurrentievoordeel:
Lage kosten
Uniek product of dienst
Op basis daarvan: drie generieke strategieën:
Kostenleiderschap beste prijs
vb. easyGroup (easyJet, easyCar, easyHotel…)
vb. Lidl
Differentiatie uniek product
vb. Club Med
vb. Delhaize
Focus: specialisatie in beperkt marktsegment
vb. Aussietours, KrisKras Jongerenreizen
vb. Match, wijnhandel, …
78
80. 2.3.2 Klantgerichte marketingstrategie
Marktsegmentatie en doelgroepkeuze
Marktsegmentatie
= opdelen markt in aparte groepen afnemers
met verschillende behoeften, kenmerken of gedrag
die andere producten of marketingprogramma’s nodig
hebben
Doelgroepkeuze
= aantrekkelijkheid van marktsegmenten beoordelen
een of meer segmenten uitkiezen
80
81. 2.3.2 Klantgerichte marketingstrategie
Marktpositionering
= welke positie innemen in de segmenten?
Positie = plaats in hoofd consumenten vergeleken met
concurrenten
1. Concurrentievoordeel bepalen: meerwaarde voor
doelgroep bieden
lagere prijzen
betere kenmerken
2. Differentiëren marketingaanbod: meerwaarde leveren
3. Positie duidelijk maken aan doelgroep
81
82. 2.3.3 Marketingmix samenstellen
= Combinatie van tactische instrumenten om gewenste reactie op
doelmarkt te bereiken
Alle elementen moeten op elkaar afgestemd worden, in functie van
positionering
82
90. voorbeelden
sterk punt én bedreiging
Durex is de sterkste in de …….verkoop (sterk punt). Als de
overheid een campagne voert om ……gebruik te
stimuleren (kans), dan krijgt Durex een kans die het
moet uitbuiten.
108. 2.4 Management van de marketing
2.4.3 Implementatie marketingplan
108
Plannen vertalen in acties
dagelijkse, maandelijkse acties
Planning = wat en hoe = de goede dingen doen
Implementatie = wie, waar, wanneer en hoe = de dingen
goed doen
Hangt af van
mensen
organisatiestructuur
besluitvormingssystemen
beloningssystemen