SSV - How to Develop a Winning Marketing Programmev2

7/28/2019 SSV - How to Develop a Winning Marketing Programmev2

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OURJOURNEYTOGETHER


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OURJOURNEYTOGETHER

The Busines

Marketing P

Practical Ap

Growth Stra

Key Learnin

Questions &


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European Financial Crisis


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Hope &pray that

things will

get

better


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How Can We Stay Ahead WheLandscape is Always Changi


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We can adopt

marketing principlesto navigate the

complex and

changing business

landscape

Managing Complexity


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Whats it All About?


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Whats it All About?


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Whats it All About?


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Where are wenow?

Current Situation

Where do we wantto be?Objectives

How will we getthere?Strategies & Actions

How do we ensurethat we arrive?Control

The Marketing Process


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Where are wenow?

Current Situation




Stage 1


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Macro Environment


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ASSESS MARKETING ENVIRONMENT

Market size, segments, trends, growthrates & developments

Identify Opportunities

Utilise MKIS: Industry newsletters, online

alerts, trade events and shows

Consider the following factors:

PoliticalEconomicSocio-culturalTechnologicalEnvironmentalLegal

Situational Analysis


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CONDUCT A CUSTOMER AUDIT

Who are our customers? What proportion of our business does each customer repre

Who is the buyer?

What are their requirements?

Are their needs satisfied?

How can we improve the service we offer them?

Tools: Surveys, interviews, focus groups, online discussions

customer forums, buyer personas, CRM database



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Investments in customer research

deliver more effective marketing

programmes leading to:

Better Products & Services

Closer and more productive

working relationships

Word-of-mouth referrals

Additional and repeat orders

A steadier, more predictable flow

of business



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ANALYSE COMPETITORS

Who are our competitors?

What strategies are they pursuing

and how successful are they?

What strengths and weaknesses do

they possess?

Competitor Intelligence System -

Online research, social media, int.contacts, market research reports,

databases, industry networks and

customers



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AUDIT RESOURCES & CAPABILITIES

Current marketing strategy and

objectives

Marketing Mix 7Ps

Marketing resources, systems and

productivity

Evaluate core competencies

Internal strengths vs. weaknesses

TOWS analysis



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TOWS Matrix - Developed by H.Weihrich, 19


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Where are wenow?Current Situation




Stage 2


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Set Overall Vision

Introduce S-M-A-R-T Objectives Segmentation, Targeting & Positioning

Define: which segments, which customers, financial and ser

targets

Develop buyer personas & brand positioning

Identify key performance indicators

Strategic Direction


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The Marketing Process


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RESOURCES AND SCHEDULING

Budgets

Offer Development

Campaigns & projects

Who does what, and when

Strategy & Implementation


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EVALUATE MARKETING MIX DECISIONS

Product range Pricing and payment terms

Place/distribution channels

Promotional strategy

Advertising

Sales promotion

Public relations

Personal selling

Merchandising & sponsorship

People, process management & service levels

Strategy & Implementation


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Stage 3


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Monitoring and control essentially contains four key act

Development of marketing objectives

Setting performance standards

Evaluation of performance

Corrective action

Monitoring & Control


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Monitoring & Control


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Zippy Bikes Case StudyMike owns a small

family business in UK

Mikes factory Mikes


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Zippy Bikes Case StudyMike is facing formidable challenges.


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SWOT of Mikes

organisation.


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TOWSAnalysis


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Do you remember Paretos 80/20 Rule?

Often times, it is more profitable to develop existing customto acquire newones

Create opportunities to up-sell and cross-sell

Introduce sales promotions to encourage customers to by

e.g. supermarket's buy 2 get 3 offers Stimulate increase in product/service usage (frequency, qu

Develop value added or wrap around services

Strategies for Tough Times


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Additionally, you may

Build Complimentary marketing alliances to snew business e.g. Star Alliance, Oneworld

Expand existing products into new segments

markets

Establish a joint venture

Strategies for Tough Times


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1. Insufficient marketing

knowledge and skills

2. Lack of clear marketing

objectives

3. Too much emphasis on reactive

tactics leading to short term

detail but little long term vision

4. Inadequate people, financial or

other resources

Common Mistakes


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5. Lack of support from around

the organisation

6. No proper plan in place to drive

process forwards

7. Lack of or insufficient marketing

intelligence concerning

customers, competitors or the

operating environment

Common Mistakes


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Heighten Your Customer Focus

Actively engage with customers and

seek their feedback

Receive complaints positively

Invest in customer insight and

intelligence

Constantly record & analyse interactions

Measure standards of service

Involve the whole team in solving

problems which prevent good service

Learn from past experiences

Good Practice


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Set clear strategic objectives

Hold regular reviews to assess

progress against the plan

Build consensus from all parts of your

company

Pro-actively embrace change

Dont be afraid to ask for help

Stay focused and positiveyour attitude determines your altitude

Good Practice


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Recap of The Process


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Presenter Profile Robs Semper is a versatile business consultant, marketing expert, a

speaker and trainer with more than 18 years of experience. He supports

and empowers companies to overcome business challenges and

implements practical solutions to enhance their performance.

He has held senior positions at prominent corporations in the UK and

internationally, and successfully built, managed and restructured

numerous projects. Robs currently serves as Managing Director at

Semperglobal Limited, a marketing and business development

consultancy.

Semperglobal utilises their specialised Suite of Capabilities to analyse,

design, plan, and implement marketing and organisational development

programmes that deliver tangible results!

Please visit www.semperglobal.comor contact [email protected]
http://www.semperglobal.com/mailto:[email protected]:[email protected]://www.semperglobal.com/


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Thanks for yourattention!


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SSV - How to Develop a Winning Marketing Programmev2