5 evergreen marketing concepts
TRANSCRIPT
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(and Big)
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Smart customers
Aggressive competitors
VUCA world
Volatile , Uncertain , Complex ,Ambiguous
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Only responsive
businesses will Thrive
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Sales : Eat what I kill
today?
And
Marketing : What
Relationship am I
building with my
Customer ?
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What We'll
be Seeing
The Tools
1. Marketing & Sales
Funnel
2. The 80/20 Rule
3. Customer Lifetime
Value
4. Trading Area &
Footfall
5. The 4Ps
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Introducing
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The Marketing & Sales Funnel
1.
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Muder Chibahttp://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/
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Muder Chibahttp://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/
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Introducing
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The 80/20 Rule2.
+The Pareto Principle
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80% of sales come
from 20% of products
80% of sales are
made by 20% of sales
staff
80% of profits come
from 20% of
customers
80% of profits come
from 20% of the time
staff spend
80% of complaints
come from 20%
customers
80% of complaint
handling time is used
by 20% complaints
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Introducing
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Customer LifetimeValue
3.
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Low Future Value
High Current Value
High Future Value
High Current Value
Low Future Value
Low Current Value
High Future Value
Low Current Value
Future Value
Cu
rre
nt
Valu
e
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Low Future Value
High Current Value
High Future Value
High Current Value
Low Future Value
Low Current Value
High Future Value
Low Current Value
Future Value
Curr
ent
Valu
e
Manage
Divest
Focus
Nurture
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Introducing
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Trading Area Management
Footfall & Conversion4.
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Muder Chiba1``
Simple local map exercise…colour coding
to add dimensions to the Prospects/Sales ,
Heavy/Light , Casual/Repeat etc.
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Introducing
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The 4 Ps5.
Product
Price
Place
Promotion
Custo
mer
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Reference :2014 Indian national elections where
the elected PM used ‘marketing’
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• What is the Location
• What is the type of store
• How we get Customers to come
• What is the Pricing Strategy
• What Assortment we sell
Product Price
PlacePromoti
on
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