Marketing Power Sample Slides

MARKETING MARKETING POWERPOWER ™™

THE STRATEGIES, TECHNIQUES, AND

TACTICS OF SUCCESSFUL COMPANIES

Five Step Marketing Plan

Marketing Objectives

1

Marketing Strategy

3

Financials

4

Controls

52

Situation Analysis

Five elements to drive successful marketingcampaigns in your organization

Marketing Objective

2

Marketing Objectives

1

Marketing Strategy

3

Financials

4

Controls

5

Situation Analysis

Step 1: Define your marketing objectives.

CurrentSituation

List three areas in need of

improvement.

Exercise 1

DesiredSituation

What changes would you like

to make?

SMART Objectives

Convert these three ideas into

SMART objectives.

2

Top Seven Benefits of a Written Marketing Plan

1

Reduces internalconflict

between managers

3 4 5 6 7

Improves communication

Facilitates change

Forces management

to think systematically

and strategically

Helps the

leader develop logical

marketing goals Increases

management focus on

strategic objectives

Enhances employee

understandingof

organization direction

Strategic Planning

1. Determine Your Mission

and Objectives

3. Formulate Strategies

2. Do an Environmental

Scan

4. Implement Strategies

5. Evaluateand Refine

The Marketing Mix

Product Price Placement

FinancingValue

DistributionSales Affiliates

Locations &Delivery

Promotion

Features &Benefits

AppearanceQualityGuaranteesServiceProduct Support

Discounts & List Price

MediaMessage

PackagingJoint VenturesAdvertisingPublic Relations

Product IntroductionProduct Life Cycle Stages

Price:- high cost, low sales- little or no competition- low price to build market share quickly

Product- protected by patents, copyrights and trademarks- branded to distinguish it in the marketplace- a quality level is established

Stage 1

TM

Product MaturityProduct Life Cycle Stages

Price- costs are very low- sales volume peaks- competition forces price drop - most profitable stage

Product- features/services are added to differentiate the product

Placement- peaks with maximum availability

Promotion- reminder advertising helps maintain mindshare

Competition increases as others enter the market.

Stage 3

High Speed

Internet

Product DeclineProduct Life Cycle Stages

Placement- market saturation and peak availability in the maximum number of outlets

Promotion- product differentiation to distinguish their product from the competition

Few products survive this stage. Notable exceptions are Coca-Cola®, Ivory Soap®, and the Swiss Army Knife®.

Stage 4

The Value of Marketing Research

Accuracy of information

Cost of information

Willingness to act on findings

How current the information is

Absence of bias

Marketing Research ChecklistThe 3 Cs

Company Customers

Needs Wants Attitudes Demographics Purchasing PatternsPrice Point

Competitors

Product Services Corporate Culture Profitability Strengths and Weaknesses

Product Services Corporate Culture Profitability Strengths and Weaknesses

Assessing the Playing FieldThe 3 Cs: Key Information

RecapKnow Your Company

Know Your Customer

Situation

Places to Look

Plan For

Know Your Competition

How You Operate

Strengths and Weaknesses

Future Investment

The distance between your company’s self- perception and

what you desire is an essential measurement.

Make a plan to bridge the gap.

Analyze Your Company

SWOT Analysis

Threats

WeaknessesStrengths

Opportunities

Exte

rnal

Inte

rnal

Helpful Harmful

SWOT Analysis

Opportunities provide newareas for growth and profit. New technology Free trade An unfulfilled customer want or need New use for your product

Exte

rnal

Opportunities

Ask TenPeople WhatThey Think

Don’t wait for formalmarket research. Rollup your sleeves and asyour customers whatthey think of yourproducts and services.

Don’t spend your time inanalysis paralysis.

Maslow’s Hierarchyof Needs

Physical Needs

Safety Needs

Social Needs

Self-esteem

Self- actualization

Living up to one’s potential; self-fulfillment

Family, friendship, sense of belonging

Avoiding harmful situations

Air, food, warmth, shelter, conveyance

Self-respect, recognition, prestige, success

Five Phases of Consumer Buying Behavior

Problem recognition

Search for solutions

Evaluation andchoice of alternatives

Post-purchase assessment of product or service

Post-purchase behavior

A promotional strategy has to attract buyers in the second

phase.

If they can’t find you,they will buy somewhere else. 1.

2.

3.

4.

5.

Calculate the lifetime value of a customer to your company’ssales volume and profitability.

Determining A Customer’s Lifetime Value

A. Average sale (divide annual sales by number of sales)B. Number of annual transactions made by the average customer

D. Average number of referrals made by each customer annuallyC. Average number of years a customer buys from your company

E. Total annual purchases made by the average customer (A X B)F. Lifetime purchases (E X C)G. Potential sales volume from referrals (F X D)

Total lifetime value of the customer to your company (F+G)

$50452

$200$1,000$2,000

$3,000

Competitive Analysis Matrix

Product/Service

OurCompany

Competitor1

Widgets

Sprockets

Gadgets

Competitor 2

QualityServiceWarranty



233

432

Competitor 3

533




452

452

451




111

233

233




515

555

555

List top three in each category with a performance ratingbetween 1 (the lowest) and 5 (the highest).

Effects of E-Commerceon Price

Trend Alert: Greater Price Transparency Buyers get Instant Comparisons

Pricescan.comPriceline.com

Your Company’s Variables inPlace1. Location

2. Where/how it is sold

3. Where is productplaced on a shelf

4. How is productaccessed viawebsite links

5. Where is servicelocated related to customers

Compelling Reasons

For your customers to do business

with you

Effective Communication

Problem Solving

Ask Yourself

With your customers

Approach integrated into

the development of your products

Visit us at www.speechesforcoaches.com to review our suite of seminar speaker materials or contact us.

Jon T. Newsome

President – Presentation Partners, Inc.

770-614-4146

[email protected]

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Marketing Power Sample Slides