marketing case study_s6pec framework_mengkuang

MarketingCase Studies and

Practical ApplicationsPractical Applications

S6PEC in Marketing Action!

Strategic and Case Method Approach

You can call this “The Sequel”…

The first few comments received were consistent, “what is S6PEC and is this another marketing

brouhaha or gimmick to sell the e-Book?”. Well, honestly we don’t make much money from the e-Book

because our goal is to democratize knowledge but at a profit (very little should be enough). Therefore

don’t worry about pricing because it is going to be peanuts for business owners and entrepreneurs like

you because I am sharing something sacred from the “other side of the world” – marketing practitioners

and consulting methodologies and approaches.

This case studies will explain the thought process, methodology and approach you could take (some This case studies will explain the thought process, methodology and approach you could take (some

taken and tested!) to your business. In fact the reason we wrote the “Marketing Breakthrough S6PEC” is

to address (and addressing) the marketing problems with these companies. Some of these companies

have benefited greatly but some still have “herd mentality” where they try to be like the big boys, large

set ups and government linked companies. I can tell you outright, small business and entrepreneur-

based can’t be run like those mammoths! You need different approach and often times it is trial and

error.

By reading and observing these case studies, the odds of you making errors are minimized by certain %

and the chances of having the correct mindset and thought process will easily achieved in manifolds.

Are you ready? Let’s begin. FUTURE HERE I COME!

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Points to Remember.1. All names of the companies, people involved and location are NOT 100% fictitious. They are based

on real events, real people, real approach and real problems and solutions.

2. We used nickname to refer to all the companies so we can avoid any misrepresentation and heavy

selling or bull run of their stocks the very next day!

3. We may add on some flavors to some events to reflect the ever changing and unstoppable market

forces in our current economy i.e. the new normal.

4. The problems and solutions are based on the events when, where and why it took place thus we

advise discretion when you want to take it wholesale. Use your wisdom guys!

5. We will explain our thought process, methodology and strategy approach on the problems BUT we

will not be able to recommend any potential vendors, costs involve, materials required, resources

allocation and performance measurement because there are very exclusive to where your business allocation and performance measurement because there are very exclusive to where your business

location and dynamics.

6. We will tell and share all we know about the problems and practical application of S6PEC so you

gain and make better judgment in your marketing.

7. Marketing is the business and therefore we hope you seriously think about your business marketing.

8. This book is strictly for small business owners and entrepreneurs. Definitely not for large businesses

because they have more resources like many of us don’t have. But if they want to learn and

entrepreneurially, let’s welcome them to join the club!

9. Any comments, inquiries and brickbats please email to [email protected]

10. If you require a little bit of consulting services still please email to [email protected]

(yeahh same email!)

11. READY??

Use S6PEC in marketing problem solving!!

ProductSegment/

Market

Place/

Distribution

Promotion/

AdvertisingMarket Distribution Advertising

Price People Process Environment

Communication

Mengkuang Training

Pty. Ltd.

CASE STUDY: 1

Marketing Issues:1. How to sell more training programs

2. Designing sales incentive scheme

Industry / Business Type:Corporate Training, Consulting Services

Company Description:

Soft skills training program provider for

local market. Strong brand awareness.

Business Information:

Staff Size: 25 (including management)

Annual Turnover (USD): 2 Million

S6PEC Framework In Action

Mengkuang Training

Pty. Ltd.

Segment:

-Primary: middle size to large companies.

Staff strength around 100 above and

training budget around $100k/year.

-Secondary: individual and small

companies . Staff strength 100 below and

ad hoc training budget.

Segment:







Product:

-Soft skills training program – top 5 selling

Product:


Price:

- Price is average on the high side because

of strong product positioning and stable

demand.

- Price starts at $ 7, 000 per day for in

house program and $ 1, 000 for public

training program

Price:



demand.



training program

Promotion / Advertising:

- Advertise in major local daily once a



Processes:

- Majority business processes done

manually

- Use of IT limited to laptops and standard

internet.

- Nothing sophisticated as keeping things

simple and thrift are company goals.

Processes:


manually


internet.



Environment:

- A lot of competition from one man show

Environment:

- A lot of competition from one man show -Soft skills training program – top 5 selling

programs are Personal Development,

Presentation Skill, Marketing Workshop,

Creative Thinking and Customer Service

- All programs are available for both

segments






segments

Place / Distribution:

-All sales centralized at HQ office. Sales

force strength is 8 salesman including 1

sales manager and 1 assistant sales

manager

- Website is available to publish training

calendar and act as corporate site and

secondary sales lead generator





manager




People:

- It has 10 freelance trainer work on

project/training programs.

- 8 member in the sales team lead by a

manager

- 2 member in graphic and design team

- 3 member in management including a

CEO

- 2 member in administration and HR

People:




manager



CEO


week (to generate sales leads and brand

awareness)

- Host company annual event with clients

and prospects to maintain relationship

- Free talk once a month for knowledge

sharing

- Direct all request to website


awareness)




sharing



training company that is priced lower and

agile business model.

- Use of technology to impress clients

especially large organization that adopt[t

latest technology for efficiency

- Increasing demand for quality but

value-based pricing








value-based pricing

Communication:

- Championed by the CEO, very strong

character as founder of Mengkuang

- Organized company retreat once in 6

months and planned CEO-staffs pep talk

once in a quarter and once a year dy-ad

talk.

- no one would disagree with the CEO

- Gossiping is rampant but controllable

Communication:






talk.



Indentifying Business Gaps and Marketing Issues?

Mengkuang Training

Pty. Ltd.

Segment:







Segment:







Product:


Product:


Price:



demand.



training program

Price:



demand.



training program





Processes:


manually


internet.



Processes:


manually


internet.



Environment:


Environment:


- High price demand better

product packaging such as nicely

printed materials, thick folder,

colored paper and well designed

booklet

- Usage of IT is needed to speed up

delivery, reduce redundancy, better -Soft skills training program – top 5 selling





segments






segments





manager








manager




People:




manager



CEO


People:




manager



CEO



awareness)




sharing



awareness)




sharing









value-based pricing








value-based pricing

Communication:






talk.



Communication:






talk.



delivery, reduce redundancy, better

organize sales data, create data network

and interactions to gain business insights

that is useful for managerial decision.

- CEO should be seen as creating leaders

than be in the spotlight far too often. Too

strong of a character will dampen any new

dynamics and opinions from the ground.

End up the company will only have one-

minded personality and character and

parrots that only agree and secretive.

-Should utilize website more

than just corporate site

- design new/better incentive

scheme for the sales team

Observation and RecommendationsMengkuang Training

Pty. Ltd.

From the survey and interview conducted with the respondents inside the company and

some customers, we found and clustered these problems as competitive advantage,

product positioning and business processes issues.

When the price is higher, customer perceived value become more important and they

become more calculative. This is especially in service business where the results are

intangible and cannot be easily quantified. In this case training programs which is hardly

measured and not measurable. The ROI also questionable.

Product presentation / positioning these days are as important as the content. Because

of the competition from entrepreneur-based businesses, where they are more agile and

Marketing Issues 1: How to Sell More Training Programs?

Mengkuang

Training Pty.

Ltd. of the competition from entrepreneur-based businesses, where they are more agile and

giving, Mengkuang customers might switch to them instead. Besides, lower pricing can

be the only arbiter of decision making given the same content quality.

It is important to develop leadership by identifying and grooming people from inside to

become business managers. Allowing idea to flourish by higher tolerant of mistakes can

be useful compare to one-minded view which can be myopic overtime.

Ltd.

Usage of technology is imperative given the customers they plan to serve coupled with Usage of technology is imperative given the customers they plan to serve coupled with

premium pricing strategy. Besides, efficiency can pressure the cost down with increased

profitability. Integration among the administration, consultants, management and

operation can be easily done and synchronized with technology.

Overall, the changes are timely with the increase in business demand. The financial Overall, the changes are timely with the increase in business demand. The financial

crisis is a blessing in disguise for many consulting and training as organizations are

looking into correcting, removing and fixing business problems. Nevertheless, managing

change in Mengkuang can be challenging everyone is busy with the customers.

Observation and RecommendationsMengkuang Training

Pty. Ltd.

Sales incentive design is crucial for Mengkuang because knowledge business cost of

additional output is almost zero. Thus, business owners take the lion share and one size

fits all sales incentive can be detrimental in the long run.

The available sales people recommended to be divided into segmentation and into

teams i.e. 2 teams. Team will drive team spirit and healthy competition if managed

properly. Subsequently motivation increased. Nevertheless teams can fuel jealousy and

selfishness given the business goals set. Role of manager is key!

Sales incentive should count only results, not efforts. For example if a sales person Sales incentive should count only results, not efforts. For example if a sales person

make 100 calls a day and converted 1 customer, he only should be incentify for the 1

customer and so on. The rules need to be clear to both new and senior sales person.

Marketing Issues 1:Designing Sales Incentive Scheme?

Mengkuang

Training Pty.

Ltd.customer and so on. The rules need to be clear to both new and senior sales person.

They should also 2nd tier incentive, if exceed target and best performance.

Nevertheless, there shouldn’t be penalization if target unmet other than revision.

In some place, sales $$ achieved can be converted into cumulative points that can be In some place, sales $$ achieved can be converted into cumulative points that can be

redeemed with things like iPhone, Blackberry, guitar, camera and travel tickets instead

of cash. This can be done in combination with cash to make it interesting and rewarding.

Recognition of ‘job well done’ is a must to set example and adequate sales processes.

Ltd.

On time payment or whatsoever sales incentive payment due need to be honored by On time payment or whatsoever sales incentive payment due need to be honored by

the company. Failing to do so will hamper motivation. Total scheme need to be spelled

out and reminded for monitoring and rejuvenating purposes. Team incentive is also

recommended to nurture greater esprit de corps. Member rotation is advisable too.

Overall, sales incentive need to be dynamic and advisable to be changed once in 1-2 Overall, sales incentive need to be dynamic and advisable to be changed once in 1-2

years. Change it too early can be demotivating, but not changing it will make things look

either too easy or overly difficult. Nevertheless, sales incentive is included in cost of

sales therefore management need to mindful while designing the sales scheme.

Thank YouThank Youwww.marketingplanbook.com