how to develop a wining marketing programme

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

© 2013 Semperglobal Limited

OUR

JOURNEY

TOGETHER


OUR

JOURNEY

TOGETHER

The Business Context 1km

Marketing Planning Process 20km

Practical Applications 39km

Growth Strategies 49km

Key Learning Points 96km

Questions & Answers 117km


European Financial Crisis


Hope & pray that

things will get

better…


How Can We Stay Ahead When the

Landscape is Always Changing?


We can adopt

marketing principles

to navigate the

complex and

changing business

landscape

Managing Complexity


What’s it All About?


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


Where are we now?

Current Situation


Objectives




Control

Stage 1


Macro Environment


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


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



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



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



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




TOWS Matrix - Developed by H.Weihrich, 1982


Where are we now?

Current Situation


Objectives




Control

Stage 2


• 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


Where are we now?

Current Situation


Objectives




Control

The Marketing Process


RESOURCES AND SCHEDULING

• Budgets

• Offer Development

• Campaigns & projects

• Who does what, and when…

Strategy & Implementation


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


Where are we now?

Current Situation


Objectives




Control

Stage 3


Monitoring and control essentially contains four key activities:

• Development of marketing objectives

• Setting performance standards

• Evaluation of performance

• Corrective action

Monitoring & Control


Monitoring & Control


Zippy Bikes Case Study

Mike owns a small

family business in UK

Mike’s factory Mike’s products


Zippy Bikes Case Study

Mike is facing formidable challenges….


SWOT of Mike’s

organisation….


T

O

W

S

A

n

a

l

y

s

i

s


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


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


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


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


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


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


Where are we now?

Current Situation


Objectives




Control

Recap of The Process

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.com or contact [email protected]

http://www.semperglobal.com/

mailto:[email protected]


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