3 market plan


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  • Who has written a mission statement? Why does organization exist? What do differently? How create value?
  • What think?
  • Who has written a mission statement? Why does organization exist? What do differently? How create value?
  • "We love warehouses and trucks" distribution company CCG: "Fastest graphics in the world" Dudley Moore in Arthur "race cars, play tennis and chase women" Courtesy of Gary Bloomer Gets people excited
  • Direct & Indirect Related businesses Competitors Channel Goal: next 3 weeks: everyday, each team member talk to one Become experts on your customers Identify their needs: convenience, security, love, cost savings, ambition, approval, status
  • 20 questions Modify as you go Internet: special issue Can't talk to directly Chat rooms On-line surveys
  • 3 market plan

    1. 1. Marketing PlanStephen Lawrence and Frank MoyesGraduate School of BusinessUniversity of ColoradoBoulder, CO 80309-0419
    2. 2. Company Overview
    3. 3. Company Overview Introduction (1 paragraph)  Name, location, organization Slogan Mission Statement History and Current Status (1 paragraph) Markets and Products Objectives Length: about 1 page
    4. 4. Slogan Pithy 4 to 10 word statement of company purpose Use in business plan, advertising, descriptions of business, business cards, …
    5. 5. Mission Statements Examples…
    6. 6. Mission StatementSemiconductor Equipment [Semiconductor Equipment] will become a world leader in supplying lithography automation and productivity enhancement products for the semi-conductor industry through innovative design and unique customer insights.
    7. 7. Mission StatementWebsite Management Co The mission of [Website Management Technologies] is to help businesses engaging in e- commerce achieve their sales and customer service objectives by enabling a better understanding of Web site visitors’ behavior.
    8. 8. Mission StatementTech Support Company[Tech Support Company] exists to provide outstandingtechnical support service and technical training to itscustomers. The Company’s target customers aredevelopers of computer applications, companies with highdemands for technical service and support, and retailconsumers of computer products. We are committed tobecoming the premier provider of technical help desksolutions and professional training for IT personnel.Towards this end, our management has affirmed that itwill adhere to the qualities of integrity, challenge,innovation, enjoyment, shared leadership and customersatisfaction.
    9. 9. Mission Statements What is a mission statement? What makes a good mission statement?
    10. 10. Mission StatementsFast Food IndustryTo make, distribute and sell the finest qualityall-natural ice cream and related products in The Entrepreneuriala wide variety of innovative flavors made from Environment:Vermont dairy products. Ben & Jerry‘sTo satisfy the worlds appetite for good food,well served, at a price people can afford. McDonald’s
    11. 11. Mission StatementLL Bean Sell good merchandise at a reasonable price; Treat your customers as you would your friends. Leon Bean, 1911 Collins and Lazier, Managing the Small to Mid-sized Company
    12. 12. Mission StatementGeneral ElectricBecome #1 or #2 in every market weserve and revolutionize this companyto have the agility of a smallenterprise. Jack Welch, 1983 Collins and Lazier, Managing the Small to Mid-sized Company
    13. 13. Mission StatementShipbuilding We will always build good ships. At a profit if we can, At a loss if we must, But always good ships. Bath Ship Works
    14. 14. Mission StatementGreat Britain – WWIIOur whole people and empire have vowedthemselves to the single task of cleansingEurope of the Nazi pestilence and savingthe world from the new dark ages. Weseek to beat the life and soul of Hitler andHitlerism. That alone. That all the time.That to the end. Winston Churchill, 1941 Collins and Lazier, Managing the Small to Mid-sized Company
    15. 15. Mission StatementsWhat makes a good mission statement?  Compelling  Inspiring  Clear, measurable objectives  Concise
    16. 16. Marketing Plan
    17. 17. Marketing Plan Objectives Most important piece of your plan Build on industry and marketplace analysis – define your niche Identify your customers Demonstrate how you will solve problems for customers Describe how you will reach customers – advertising sales Convince reader that there is an eager market for your product or service
    18. 18. Marketing Plan Outline Introduction Target Market Product/Service Strategy Pricing Strategy Distribution Strategy Advertising and Promotion Sales Strategy Sales and Marketing Forecasts
    19. 19. Introduction Seven sentence introduction 1. The first sentence tells the purpose of the marketing strategy. 2. The second tells how you’ll achieve this purpose, focusing upon your benefits. 3. The third tells your target market – or markets. 4. The fourth, the longest sentence, tells the marketing weapons you’ll employ. 5. The fifth tells your niche. 6. The sixth tells your identity. 7. The seventh tells your budget, expressed as a percentage of your projected gross revenues.
    20. 20. Introduction – ExampleThe purpose of Prosper Press is to sell the maximum number ofbooks at the lowest possible selling cost per book. This will beaccomplished by positioning the books as being so valuable to free-lancers that they are guaranteed to be worth more to the readerthan their selling price. The target market will be people who canor do engage in free-lance earning activities. Marketing tools to beutilized will be a combination of classified advertising in magazinesand newspapers, direct mail, sales at seminars, publicity innewspapers and on radio and television, direct sales calls tobookstores, and mail-order display ads in magazines. The niche tobe occupied is one that stands valuable information that helps free-lancers succeed, the ultimate authority for free-lancers. Ouridentity will be one of expertise, readability, and quick response tocustomer requests. Thirty percent of sales will be allocated tomarketing.
    21. 21. Target Market Strategy Identify the market niche you will serve Be as specific as possible  Better to be too specific Benefits to target market  What problems do you solve?  What needs do you fulfill?
    22. 22. Two Types of Benefits Emotional  Hope, fear, love guilt, greed, convenience Financial  Increased profit, value pricing, save money, payback period
    23. 23. Talk to Your Customers Imperative that you talk with customers!  Casual conversations  Interviews  Surveys  Focus groups Identify needs Listen! NOTE: see “The New Market Research” (online INC article)
    24. 24. Target Market Questions What buy now? How get service? Would you be interested in …? Demographics Newspapers, magazines, TV Would you buy? Where would you expect us to advertise? Who do you consider our competition? Other comments? Levinson, “Guerrilla Marketing” 3rd edition
    25. 25. Creating New Market Space HBR, Kim & Mauborgne Reduce What factors might be reduced well below industry standards? Eliminate CreateWhat factors might be New What factors might be eliminated that the created that theindustry has taken for Market industry has never granted? Space offered? What factors might be raised well beyond industry standards? Raise
    26. 26. Product/Service Strategy Describe how the design of your product/service fulfills unmet marketplace needs Differentiate your product/service from the competition Explain why and how customers will switch to your product or service Describe how you will defend your product or service from competition
    27. 27. Product Attribute Map Attribute 1 Competitor 3 YouCompetitor 1 Attribute 2 Competitor 2
    28. 28. Pricing Strategy Describe and justify your pricing strategy Provide evidence that your target market will accept your price Position your strategy relative to current and potential competition NOTE: Low price often (usually) is NOT a good strategy for a startup!
    29. 29. Advertising/Promotion Describe how you will communicate with current and potential customers  Advertising  Public relations  Personal selling  Printed materials  Other means of promotion Explain why this be strategy is most effective in reaching your target market Note: See Guerrilla Marketing
    30. 30. Distribution Strategy Explain how you will deliver your product or service to your customers  How will your customers acquire your product or service Describe and justify the distribution channels you will use Describe how you will gain access to your planned distribution channels
    31. 31. Sales Strategy Describe to whom you must sell your product or service (not always obvious) Explain how you will “sell”  An internal sales force  Manufacturers representatives  Telephone solicitors Describe how you will support your sales effort  internal staff  service operations
    32. 32. Goals for Marketing Plan Compelling “story” that there is a need in the market Need flows logically from industry analysis Product/service designed to fulfill market needs Advertising, price, distribution, and sales all flow logically, convincingly from characteristics of the market “WOW! What a great idea! I wish I had thought of that…”