guide marketing project
TRANSCRIPT
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GUIDE marketing project
MARK E T I NG M ANAGEMENTR A ZUMOVA S .
B S EU
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02
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PROJECT IDEA AND GOALS
choose a business idea and prepare abrief summary of the project describe your business model set project objectives
MARKET OPPORTUNITIES ANALYSIS
estimate macroenvironment estimate the microenvironment determine project development areas
MARKETING PLAN ELEMENTS
specify the target audience and kpi describes the concept of branding andpositioning plan marketing activities and budgets drawn up prepare a financial evaluation of the projectprospects
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STEP 1
PROJECT IDEA AND GOALS
step tasks to find the original idea for the market to prepare the project business model to set project goals to write brief project note (executive summery)
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DECIDE THAT YOU ARE WORKING ON
STARTUP
promoting somethingcompletely new
FRANCHISEDEVELOPMENT
proving the viability of thefranchise in the market
PRODUCT / SERVICEFOR EXISTING BUSINESS
working on thefeasibility for
company developmentto make moreemphasis on the
originality of the idea,deeply analyze thepotential demand
to work on the adaptationof the franchise in themarket, most importantwill be the last stage
mandatory assessment ofthe current company state
and your ideasharmonization with thecurrent product portfolio
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CREATE THE EXECUTIVE SUMMERY
problems facing your project (company) market data and competitive presence andactivity briefly the industry trends (the following changestake place) your idea what consumers problems couldsolve your team and resources your financial expectations
for more information see the links https://www.proposify.biz/blog/executivesummaryhttps://www.entrepreneur.com/article/241071http://ueberfachlichekompetenzen.ethz.ch/dopraedi/pdfs/Mayer/guidelines_executive_summary.pdf
the executive summary isshort - just a page - and
highlights the points you’vemade elsewhere in your
business or marketing plan
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DEFINE THE MISSION OFYOUR PROJECT
Formulate briefly, e.g.: "Givingpeople joy and health"(Savushkin Product)
or in the extended version indetails:the targets to strive the principles of the projectthe field of activity the key resources and core competencies
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FORMULATE TARGETS, PRINCIPLES,RESOURCES
Tagets, e.g.: take a leading position be the best in providing firstclass service to become a leading company to provide customers with the possibility of continuous communication with ... be noticeable in business for ...Principles, e.g.: honesty do our work honestly and transparently continuous development provide an opportunity for staff to grow innovation to be open to new ideas continuity to accept and use the successful experience creativity to work towards the search of original ideasResources, e.g.: We have a team of enthusiasts A great experience in SMM Сheap rental space Have an initial capital Have connections in the business community Have experience in implementing ... Have knowledge of ...
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DESIGN YOUR BUSINESS MODEL
Key activities -e.g., manufacture,mediation platform
Revenue streamse.g., sale of products,
subscription, fee
Cost structure e.g., hiring - 20%
promotion - 10%purchase of rawmaterials - 30%
Key partners -e.g., shopping centers,
Internet sites, PR-agencies
Value proposition - e.g., savings, status,choice, convenience
Customer relationships -e.g., individualization of
the product, serviceautomation, bonus
program
Customer segments - office workers seeking
to succeed, ready tospend on the service not
less than $ 100
Channels -e.g., site, company store,
supermarket chain
Key resources -e.g., infrastura, brand,
production capacity,experts
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to ensure theinvestment
attractiveness Go to return
Ensure profitability
FINANCIAL CUSTOMER INTERNALPROCESSES
to attract newconsumers
to retain customers To choose the
optimal marketingand sales channels
SPECIFY THE PROJECT OBJECTIVES, USE BALANCED SCORECARD
ORGANIZATIONALCAPACITY
KPIpayback period,
NPV, revenue, capitalrate of return,
accounting rate ofreturn
KPIbrand awareness score,coverage raye, marketshare, retention rate,CPC, costs per contact,
CTR
to provide highquality service
to achieve a highspeed of service To achieve a
successful entry intothe market
Ensure rapid salesgrowth
Achieve highemployee satisfaction To achieve a high
level of competence ofcommercial agents
KPI customer satisfaction
index in quality, speed ofservice, speed of
response to the request,the time of productentry in retail chains
KPIsales by 1 employee,
training costs, employeeturnover, the number ofhighly qualified staff
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DEFINE THE LINKS AMONG THEOBJECTIVES
FINANCIAL
to achieve payback tothe end of the year
CUSTOMER
to attract not less than100 new clients by theend of the first half
ORGANIZATIONALCAPACITY
to organize training sales staff onthe management of the customer
base in the current month
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01STEP 2MARKET OPPORTUNITIES ANALYSIS step tasks To observe the legal aspects of doing business To evaluate the economic, investment project risks To analyze the market and to assess its competitive status To explore the potential customers To identify possible competitive advantages To outline the main decisions for the project development infield of marketing and communications, to determine their priority
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Established customs, habits, interests, whichmay contribute to business
The availability of new information andtrade technologies to ordinary consumer The relevance of various information
channels The role of social media
POLITICAL FACTORS
legal restrictions, with which we have to face the tax burden, which we have to bear legal restrictions that will affect our
communications tax credits which we can expect
special programs of industry development,which are provided by the government
What technological solutions areavailable?
Is it possible to patent protection project? Are there any new solutions in
communications? Whether the infrastructure was created
to promote innovation?
EXPLORE MACRO ENVIRONMENT
SOCIAL FACTORS TECHNOLOGICAL FACTORS
ECOMOMIC FACTORS
our expectations for economic growth inthe industry
the prevailing investment climate the level of logistic infrastructure
development the impact of inflation expectations in the
industry
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WARKING ON PEST, AWARE
For example, as an important socio-cultural factor you mentioned "Thedesire of consumers to share newsabout visiting iconic events in socialmedia, particularly Facebook"
A possible response to this factor: "It isnecessary to create and maintain iconicevents of the project in a Facebook pageproviding possibility to discuss interestingpoints, and access to useful content (eg, aprofessional photo of participants)
It is important to indicateyour response (as you useone or the other factor).
Always make reference tothe sources of information!
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Briefly describe thefactor
For example, "90% ofconsumers are willingto use only free mobile
app"
FACTOR WHAT DOES THEFACTOR MEAN FOR
PROJECT
POTENTIALRESPONSE TO THE
FACTOR
determine how thisfactor affects your
project"The proposedstructure of the
expected revenue fromthe paid version was
overpriced"
Check your possibleresponse steps
"In order to achieve thegoal of monetizing theproject partners should
be involved foradvertising in a mobile
app"
USE THE TEMPLATE FOR PEST
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ANALYZE THE MARKET (START WITH ANALYTICAL NOTES ON THE MARKET)
MARKET PARAMETERS PARAMETER SPECIFICATIONS 1. MARKET STAGE 2. MARKET GROWTH RATE3. PRODUCTDIFFERENTIATION4. INNOVATIONS RATE5. INVESTMENT REQUIRED6. MARKETFLUCTUATIONS
1. GROWTH, MATURITY, DECLINE2. HIGH (MORE THAN 10%), MEDIUM (5-10%), LOW (5%)3.HIGH, MEDIUM, LOW 4. RANGE IS UPDATED AT LEAST EVERY SIXMONTHS / 1 YEAR / 1 TO 2 YEARS5. AT LEAST 10/20 / ... 100 THOUSANDRUBLES6. SEASONAL MARKET / DECLINE INBUSINESS ACTIVITY IN THE PERIOD ... /ANNUAL JUMP DEMAND IS OBSERVED IN ...
USE INFOGRAPHICSLINKS TO CREATE YOUR OWN
HTTPS://MAGIC.PIKTOCHART.COMHTTPS://VENNGAGE.COM
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APPLY 5 COMPETITIVE FORCES ANALYSIS
THREAT OF NEWENTRY
specify the obstaclesfor new competitors,
such as: The need to investnot less than ...
Loyalty level alreadyexisting companies Barriers of a legalnature (patents,licenses, etc.).
The difficulty ofentry at retail
COMPETITIVERIVALRY
namecompanies thatoffer other
ways to providevalue to your
customers, suchas mobileInternetrelativelystationary
THREAT OFSUBSTITUTION
BUYER POWER
SUPPLIERPOWER
specify thenumber and
strength of theexisting
competitors, suchas:
In the marketare 3 companieswith large share,small specialize in
...
characterizepotential
customers, suchas: focus on news
portals,demonstrate acommitment toforeign tradingfloors when
ordering comp.accessories
name thesuppliers,select themost
importantones, describethe practice oftheir work
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03
SPECIFY STRENGTH OF EACH FACTOR, SUCH AS1 significant limitations (the emergence of new players is not expected)2 restrictions exist (the emergence of new players expected)3 no limitatuions (the emergence of new players is extremely likely)
1 no one or few direct competitors 2 a lot of direct competitors but they do not occupy a dominant position3 many direct competitors, the recognized market leader
1 little impact / low propensity for consumers to replace2 a secondary impact, there are situations in which consumers tend touse substitutes3 a strong influence, consumers have a high propensity to product /service replacement
1 consumers do not have opportunities to put pressure on business2 consumers can put pressure on some of the business decisions3 consumers have a strong impact on the business, are able to dictatetheir demands1 many providers, the resource is completely replaceable2 a few large and many small suppliers whose resources areinterchangeable3 complete dependence on 23 large suppliers, resources are notinterchangeable
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ELABORATE COMPETITIVE ANALYSIS
pay attention to the choice ofparameters for comparison, forexample: geographical coverage price level range of services functionality
Use the competitivemap, desighn thestrategic canva
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SUMMARIZE COMPETITIVE ANALYSIS
COMPETITIVESTRATEGY
define your desiredcompetitive positionand how to hold
discover what is thebest performancebeing achieved
COMPETITIVEADVANTAGES
highlight what couldmake you better thanthe competition in
your customers' minds
BENCHMARKING
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For example, to сlarify market capacity
to determine thesegmentation criteria
to find the most accuratecommunication channels to idefine the distribution
channels to identify consumer
attitudes to such services /products
CLARIFY SURVEYOBJECTIVES
PREPARE AQUESTIONNAIRE ANDCONDUCT A SURVEY
ANALYZE THE RESULTSAND DRAW
CONCLUSIONS
Start the questionnairewith more general
questions, then go to themarketing mix
questions, completeyour survey with
questions about age,income, occupation
Note the relation in therespondents' answers,trying to identify their
groups (segments); try tomark priorities withineach group regardingpricing, communications
and so on.
proceed to consumers and theirexpectations analysis
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SWOT ANALYSIS FINDINGS
Strengths and weaknesses (as formulated) Unique positioning as the idea ... The presence of the client base The absence of wellestablished sales channels
Opportunities and Threats More than 50% of consumers found your idea interesting Number of events suitable for the project presentation increased Increased cost of entry into retail
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CHECK YOUR COMPONY POTENTIAL TOIMPLEMENT THE PROJECT
For those who chose to work on a product / service for the existing business
COMPANY INVESTMENTS OPPORTUNITIES give a brief description of the company'sfinancial conditions
SALES CHANNELS
using ABC, BCG, XYZanalysis, show theneed to broaden the portfolio of yourproducts / services
COMPANY PRODUCT/BRAND PORTFOLIO
MARKETING COMMUNICATIONSevaluate the prospects of using the usual foryour company communication methods andtechniques for the new product promotion
analyzing the current sales channels, checkthe possibility of using them for newproduct sales
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DRAW CONCLUSIONS AND ASSUMPTIONS
take the 45 most important factors ofPEST, competitive and consumer analysis as the opportunities and threats note 45 strengths as competitiveadvantages, emphasize the individualityof the project
Suggest 67 decisions to rank theirimportance for a project make notes about segmentation,positioning, 4P If necessary, adjust your businessmodel and the BSC
Relate strengths,weaknesses with
opportunities and threats, What are the main
solutions?
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STEP 3
MARKETING PLAN ELEMENTSstep tasks clarify the target audience, the expected results and theproduct / service requirements study the elements of brand strategy, to clarify the productand pricing strategy develop the concept of positioning for target audience andpromotion program design a plan of organizational and marketing activities provide financial support of promising projects
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DEVELOP BRAND STRATEGY ELEMENTS
THE TARGETAUDIENCE
describe yourmain criteria
for thesegments
POSITIONING IDEA
BASICCOMMUNI-CATIONSTRATEGY EVIDENCE OF
BRANDCOMMUNI-CATIONS
CERTAINSET OF
IMPRESSIONS
impressions offamiliarization withthe communication
message
the idea of theproject, whichshould be the
basis ofcommunication,identify theproduct /
service amongothers
insight and themain promise tothe customer, thedifferentiator
(communicationmessageelements)
product /service and itscharacteristics,which provethe veracity of
promises
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DESCRIBE THE SEGMENTS AND METHODSTHEIR MASTERING
characterizing segments, consider theresults of the survey!
plan the share of each segmentin revenue:Segment 1 50%Segment 2 30%Segment 3 20%
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specify your targetaudience
YOUR BRAND FOR SEGMENT 1
BETTER THAN
BECAUSE
indicate yourcompetitors
FORMULATE THE IDEA OF POSITIONING
describe your competitive advantages
key customer rationaland emotional benefits
AND AS ARESULT
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CREATE COMMUNICATIONSTRATEGY FOR THE IDEA OFPOSITIONING
Insight thoughts, values and principles of lifeand situation of the client, which shares yourbrand (for example: "True beauty does notdepend on the age, shape and size of clothes(Dove)"
promise to customers benefits (seepositioning statement) that theconsumer will get from using the service/ product
differeniator tone, visual style,characters, scenarios of communicationsolutions that emphasize insight, "beat"the proposed benefits don't foget Slogan!
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01
02
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PREPARE PLAN TO ORGANIZE YOURBUSINESSUse google forms Specify the terms of registration, starting abusiness, search, hiring, renting / creating anonline platform, etc.
Use google forms Specify the terms of registration of trademark /brand The timing of the communication campaign, andloyalty program administration, etc.
PREPARE MARKETING PLAN
calculate Payback period The budget for marketing NPV of the project / breakeven pointremember BSC
CALCULATE KEY FINANCIALINDICATORS
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MARKETING PLAN
In drawing up the plan pay attention to your objectives as defined above,work through a separate initiative, You may provide further the script andthe mechanics of certain marketing activities