Transcript Diapositiva 1

Factors impacting
Marketing Strategies
Luis Alberto Gamarra
Executive Director
Karl Schmack
Executive Director
Ely Torresin
President Brazilian BNC Association
Cali, Colombia
July, 2010
What is there to share?
CONTENT
• Introducing you to Marketing Strategy
• Developing a Marketing Strategy
• Implementing a Marketing Department at your BNC
• Presenting succesfull Marketing cases
3
What is a Marketing Strategy?
“A marketing Strategy is
a process shaped by your overall business goals,
which summarizes your institution’s services and position, designed to achieve a
sustainable and unique competitive advantage over your competition, in
order to satisfy customers needs”
HIEBING, R. y COOPER, S.
7
Developing Marketing Strategies
Generic Strategies
Target Market
Positioning strategies
Market segmentation Targeting
Why would I buy from you?
Growth
Strategies
 Act of evaluating,
selecting and
Act
of
subdividing
a
market
Michael
Porter
A Positioning Strategy results in the image you want to draw in the mind ofDifferentiation:
your customers, the picture you
concentrating
on and
those
segments
Positioning
is the
result
ofmarket
differentiation
decisions
ANSOFF
MATRIX
into
distinct
andwhat
meaningful
want
him/her
to
visualize
of
you
you
offer,
in
relation
to
the
situation,
any
competition
you
Dominance
Strategies
that
the
organization
can
serve
most
subsets
whoperforming
might merit
Strategic positioning
means
different
Is the act of designing a set of meaningful
may have"
from
rivals’
or
performing
similar
differences
to distinguish the company's offering
effectively
 activities
Strategies
for
the
leader
separate
social
marketing
Marketing
Mix
Strategies:
7 Positioning
Ps’
Strategies
Low cost (operation)
activities
different
ways
competitor'sofferings
efforts
 Strategies
forinthe
challenger
 Target from
audience
- group
at price
whom
the
 Low
(massive)
 Strategies for Attribute
the follower
organization
specifically aims its
positioning (Highlights attributes
of product)
 Strategies for the nicher
social marketing efforts
 Differentiation
 Trustworthy
PRODUCTBenefit positioning
PRICE (Highlight
benefits to customer)
(Innovation &
 Experienced
Customer needs
Cost to the user
Technology)
 USproduct
related as best for application)
Use/application positioning
(Claims
People living in the city of Santa Cruz,
TARGET  Geographic  Certificate
validity

Demographic
between
the agesofofuser)
15 to 25,
User
positioning (Claims product
best for group
MARKET
 Most recommended
 Psicographic
belonging to a middle to upper class,

Social
Relations
Competitor positioning
(Claims productlooking
better
competitor)
 Behavioralistic
to than
improve
their lives
PROMOTION
PLACE
and
technology.
Quality/price
positioningCaptura
(ClaimsConsulting
bestinto
value
for price)
Communication
Convenience
study.
Service Marketing Mix: 7 Ps’
Product or Services:
Detail all the features, functions and
attributes to meet the customers' needs.
Differentiate your product with design,
features, packaging, warranties, etc.
PRODUCT
PRICE
Customer needs
Cost to the user
TARGET
MARKET
PLACE
PROMOTION
Convenience
Communication
 P2P
25%
 Newspaper 25%
 e-MKT
15%
Facebook, etc
 TV
10%
Price:
• Competitive pricing
• Cost - oriented strategy
• Value pricing
Modern
Place:How
toMethodology
reach the customer?
 High Quality Teachers
Looking
location
and where a service
 at
Convenience
Schedules
is delivered.
 Institutional Prestige
 Infrastructure & Technology
Promotion:
 Extra-curricular activities
The function
of promotion is to affect
 US related
the customer
behavior in order to close
 Trustworthy
a sale:
• 5 elements: advertisement, public
relations, sales promotions, direct
marketing and personal selling
Service Marketing Mix: 7 Ps’
People:
An essential ingredient to any service
provision is the use of appropriate staff
and people, if you want to obtain a form
of competitive advantage.
Happy, skilled and motivated staff
make happy customers!
Process:
The processes involved in delivering
your products and services to the
customer have an impact on the way in
which your customers perceive you
Physical evidence:
Physical evidence is a term used to
describe the type of image that your
business portrays through its physical
presence, namely its premises, the
appearance of its staff, its vehicles, etc.
Factors impacting Marketing
Strategies
Generic Strategies
Target Market
Positioning strategies
Growth Strategies
Dominance Strategies
Marketing Mix Strategies: 7 Ps’
Implementing a Marketing
Department at your BNC
Karl Schmack
Executive Director
Cali, Colombia
July, 2010
DO YOU HAVE
a MARKETING
DEPARTMENT in YOUR
BNC ??
Why have a Marketing Dept ?
•
•
•
•
To develop and implement your business strategy
To understand the needs of your target audience
To develop new business opportunities
To implement your communication and
promotional strategy
• To drive Sales
• To enhance your brand equity and strengthen
your competitive advantage
Basic Structure of a Marketing Dept.
INTERNAL STRUCTURE
• Business Strategy
• Brand Equity
• Sales
 Marketing Director
 Brand Manager
 Sales Team
EXTERNAL STRUCTURE
• Consumer Research
• Communication Strategy
• Publicity
 Research Agency
 Advertising Agency
 Public Relations Agency
CCCN Marketing Dept. 2005
Marketing
Director
Ad Agency
Ad Min
PR Agency
Assistant
Commercial Advisor
Marketing
Assistant
Research
Agency
CCCN Marketing Dept. 2009
Marketing
Director
Ad Min
Assistant
Institutional
Communications
Communicatio
n Assistant
Extension sites
Coordinator
Sales
Supervisor
Certification
Manager
Commercial
Advisor SP
Comercial Advisor
La Sabana
Comercial Advisor
Cartago
Comercial Advisor
Alajuela
Certification
Assistant
Ad Agency
Research
Agency
Marketing
Director
Manages
Advertising, P.R
Web & Web 2.0
Ad Min Assistant
Product Leader
(Adulto
Tradicional)
Product Leader
(AdultoTecnología)
Product Leader
(JovenUniversitario)
TEAM 1
TEAM 2
TEAM 3
• Curricular
Development
• Finance
• Student Services
• Curricular
Development
• Finance
• Student Services
• Curricular
Development
• Finance
• Student
Services
Ad Agency
Research
Agency
Institutional
Communications
Comm.
Assistant
Sales
Supervisor
Commercial
Advisor East
Commercial
Advisor West
Commercial
Advisor A/H
Sector
Specific
Commercial
Advisors
Commercial
Advisor
Government
Commercial
Advisor Education
Extension
Coordinator
Product Leader´s Portfolio
Product Leader
(Adulto Tradicional)





English Now
Advanced Program
Español
Biblioteca Mark Twain
CCCN Jobs y Bolsa de
Empleo en Línea
 Parauniversitario
Product Leader
(Adulto Tecnología)
 Speak Plus
 ESP (Language Skills,
Tourism, etc)
 TOEIC, TOEFL y otras
pruebas
 IT Training Center y
Laboratorios
Multimedia
 Net Library
Product Leader
(JóvenesUniversitarios)
 Teens Xtreme,
 First Steps,
 Traveling &
Learning
 Charlas y Cursos de
USE
 Education USA
• Strategy
Development
• Analysis of
Information
Product
Leader
Academic
and Finance
• Support in the
analysis and
development
process
• Executes
Sales
Strategy
Sales
Service
Platform
• Customer
Service
• Provide
the Service
Academic and
Student Sevices
Final Recomendations
• Develop the organisational structure that is right
for you
• Start one step at a time
• Develop your organisation over time
• Define clear objectives and job descriptions for
each function
• Analize which functions you want to out-source or
in-source
Successful Marketing
Cases
Ely Torresin
President Brazilian BNC
Association
Cali, Colombia
July, 2010
Successful Brazilian
Marketing Cases
Case 1
Franca - SP
CCBEU KIDS
Definition:
A marketing approach totally focused on
A young audience – KIDS.
Differentials:
•
•
•
•
Recreated brand;
Relevant facilities;
Specialized team;
Age focused.
CCBEU KIDS
CCBEU
CCBEU KIDS
Front Desk
CCBEU KIDS
CCBEU KIDS
Classroom
CCBEU KIDS
Classroom
CCBEU KIDS
Results obtained:
Growth of 240% in the age group within 2 years of
project.
• 2008 – 70 students (7-10 y/o)
• 2010 - 170 students (3 – 9 y/o)
Successful Brazilian
Marketing Cases
Case 2
English Express
Goiânia - GO
ENGLISH EXPRESS
Definition:
An aggressive marketing approach totally focused on
ADULTS.
Differentials:
•
•
•
•
Adults only (18+);
Faster results;
Flexible schedule;
Flexible Chronogram;
ENGLISH EXPRESS
Marketing Differentials:
•
•
•
•
•
Aggressive pro-active approach;
Telemarketing;
Off-site visits;
“On-demand” groups;
Specific software.
ENGLISH EXPRESS
Results obtained:
• Growth of 80% in the total number of students;
• Better cost / benefit of facility’s usage (more
classes);
• Greater cash flow (enrollments every month).
Successful Brazilian
Marketing Cases
Case 3
CTJ IN SCHOOL
Casa Thomas Jefferson
Brasília DF
CTJ in School
Definition:
Provide CTJ English courses in Elementary & Secondary
Private Schools.
Marketing Approach:
• Establish a CTJ Unit within partner’s facilities;
• Offer same programs - Identical Curriculum;
• Same Teachers.
Advantages:
CTJ in School
To parents:
• Same safe environment;
• Less transportation costs;
• Recognized English Teaching quality;
To Partners:
• 8% of total revenue
• Association to a Recognized & Valued Brand
To CTJ
• More revenue;
• Improved brand value;
• More market opportunities;
• Great possibilities of growth without the demand
of new facilities
CTJ in School
Advantages:
To CTJ
• Increased number of students & revenue;
• Improved brand value;
• More market opportunities;
• Great possibilities of growth without investment
in new facilities
CTJ in School
Results obtained:
• Growth of 3.200 students (21% of total revenue)
without investments in infrastructure.
Thank You