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MARKETING MASTERCLASS SERIES 1:
How to Develop & Implement a Winning Programme C r e a t e d b y : R o b s S e m p e r
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OUR
JOURNEY
TOGETHER
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OUR
JOURNEY
TOGETHER
The Business Context 1km
Marketing Planning Process 20km
Practical Applications 39km
Growth Strategies 49km
Key Learning Points 96km
Questions & Answers 117km
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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 When the
Landscape is Always Changing?
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We can adopt
marketing principles
to navigate the
complex and
changing business
landscape
Managing Complexity
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What’s it All About?
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What’s it All About?
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What’s it All About?
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Where are we now?
Current Situation
Where do we want to be?
Objectives
How will we get there?
Strategies & Actions
How do we ensure that we arrive?
Control
The Marketing Process
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Where are we now?
Current Situation
Where do we want to be?
Objectives
How will we get there?
Strategies & Actions
How do we ensure that we arrive?
Control
Stage 1
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Macro Environment
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ASSESS MARKETING ENVIRONMENT
• Market size, segments, trends, growth
rates & developments
• Identify Opportunities
• Utilise MKIS: Industry newsletters, online
alerts, trade events and shows
• Consider the following factors: Political
Economic
Socio-cultural
Technological
Environmental
Legal
Situational Analysis
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CONDUCT A CUSTOMER AUDIT
• Who are our customers?
• What proportion of our business does each customer represent ?
• 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
Situational Analysis
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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
Situational Analysis
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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
Situational Analysis
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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
Situational Analysis
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Situational Analysis
TOWS Matrix - Developed by H.Weihrich, 1982
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Where are we now?
Current Situation
Where do we want to be?
Objectives
How will we get there?
Strategies & Actions
How do we ensure that we arrive?
Control
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 service
targets
• Develop buyer personas & brand positioning
• Identify key performance indicators
Strategic Direction
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Where are we now?
Current Situation
Where do we want to be?
Objectives
How will we get there?
Strategies & Actions
How do we ensure that we arrive?
Control
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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Where are we now?
Current Situation
Where do we want to be?
Objectives
How will we get there?
Strategies & Actions
How do we ensure that we arrive?
Control
Stage 3
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Monitoring and control essentially contains four key activities:
• 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 Study
Mike owns a small
family business in UK
Mike’s factory Mike’s products
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Zippy Bikes Case Study
Mike is facing formidable challenges….
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SWOT of Mike’s
organisation….
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T
O
W
S
A
n
a
l
y
s
i
s
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Do you remember Pareto’s 80/20 Rule?
…Often times, it is more profitable to develop existing customers than
to acquire new ones…
• Create opportunities to up-sell and cross-sell
• Introduce sales promotions to encourage customers to by more
e.g. supermarket's “buy 2 get 3” offers
• Stimulate increase in product/service usage (frequency, quantity)
• Develop value added or wrap around services
Strategies for Tough Times
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Additionally, you may…
• Build Complimentary marketing alliances to secure
new business e.g. Star Alliance, Oneworld
• Expand existing products into new segments and/or
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
Don’t be afraid to ask for help
Stay focused and positive “…your attitude determines your altitude”
Good Practice
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Where are we now?
Current Situation
Where do we want to be?
Objectives
How will we get there?
Strategies & Actions
How do we ensure that we arrive?
Control
Recap of The Process
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Thanks for your
attention!
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