day 2 part 2
Post on 06-Jul-2015
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Marketing Strategy for Social Enterprise
Day 2
Part II
Dnet/MSH 1
Dnet/MSH 2
Mass Selling
Personal Selling
Sales Promotion
Different methods of promotion Advertising Publicity
Dnet/MSH 3
• Contests• Coupons• Aisle displays• Samples• Trade shows• Point-of-purchase
materials• Banners & streamers• Frequent buyer
programs• Sponsored events
• Price deals• Promotion allowances• Sales constests• Calendars & gifts• Trade shows•Meetings• Catalogs•Merchandising aids• Videos
Aimed at wholesalers or retailers
• Contests & Bonuses•Meetings• Portfolios & Displays• Sales aids • Training materials
Aimed at company’s own sales force
Aimed at consumers or users
Dnet/MSH 4
Sales Promotion Managers
Advertising Managers
Sales Managers
Marketing Managers
IntegratedMarketing
Communications
Dnet/MSH 5
Persuading
Informing
Reminding
Dnet/MSH 6
Finalconsumers
request (pull)product
Finalconsumers
request (pull)product
Businesscustomers
request (pull)product
Businesscustomers
request (pull)product
Producer’s promotion blendPersonal selling, sales promotion, advertising,
and publicity
Producer’s promotion blendPersonal selling, sales promotion, advertising,
and publicity
Wholesalers’promotion
push
Wholesalers’promotion
push
Retailers’promotion
push
Retailers’promotion
push
Wholesalers’promotion
push
Wholesalers’promotion
pushPromotionto businesscustomers
Promotion to channel members
Promotionto final
customers
Dnet/MSH 7
Innovators(3–5%)
Laggards ornonadopters
(5–16%)
Earlyadopters(10–15%)
Earlymajority
(34%)
Latemajority
(34%)
Time5
20
50
90
Dnet/MSH 8
Dnet/MSH 9
“This new idea is good”
“Our brand is best”
“Our brand is better, really”
“Let’s tell those who
still want our product”Dnet/MSH 10
Percentage of Sales
Task Method
Dnet/MSH 11
Sales force provides market
information
Helping to buy is good selling
Requires strategy decisions
Salespeople can be strategy
planners
Personal Selling
Is Important
Salespeople represent whole
company & customers
Dnet/MSH 12
Trained, Not Born
Specific, Written Job Description
All Salespeople Need Training
Dnet/MSH 13
Consultative Approach
Selling Formula
Approach
Prepared Approach
ThreePresentationApproaches
Dnet/MSH 14
Evaluate needs
Preplan sales call and presentation(s)
Set effort priorities
Select target customer
Prospect
Close the sale (get action)
Make sales presentation
Follow up after sales call to establish
relationship
Follow-up after the purchase to maintain
and enhance relationship
Feedback
Dnet/MSH 15
Dnet/MSH 16
Profit orientedTarget return
Maximize profits
Sales oriented
Dollar or unit sales growth
Growth in market share
Status quo oriented
Meeting competition
Nonprice competition
Pricing objectives
Dnet/MSH 17
$10
$20
$100
$60
$40
$20
Cost per unit = $80
$100 list price
10% price cut new price = $90
50% profit margin cut
Dnet/MSH 18
Dnet/MSH 19
Dnet/MSH 20
Dnet/MSH 21
Dnet/MSH 22
Price (P)
Qty (Q)
Rev (R = PxQ)
Total
VC (TVC)
Fixed Cost
(FC)
Total Cost
(TC=TVC+FC)
Profit (P=R-
TC)
Marginal revenue (MR*)
Marginal Cost (MC*)
Marginal Profit
(MP*) $200 0 $0 $0 $200 $200 -$200
175 1 175 60 200 260 -85 $175 $60 $115160 2 320 120 200 320 0 145 60 85145 3 435 180 200 380 55 115 60 55135 4 540 240 200 440 100 105 60 45125 5 625 300 200 500 125 85 60 25115 6 690 360 200 560 130 65 60 5105 7 735 420 200 620 115 45 60 -15
95 8 760 480 200 680 80 25 60 -3585 9 765 540 200 740 25 5 60 -5575 10 750 600 200 800 -50 15 180 -16565 11 715 660 200 860 -145 -45 180 -225
17-23
Dnet/MSH 23
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