Transcript Slide 1
Age Concern York & Humber Regional Meeting 31st March 2009 Age Concern Today’s Presentation • • • • Introduction to Marketing principles How Marketing will assist Age Concerns Marketing tools Supporting resources Age Concern What is Marketing all about? Marketing is not just about providing products or services to the entire market, but essentially about providing changing benefits to the changing needs and demands of the most receptive group. Age Concern Marketing Activities • • • • • • Research Planning (Strategic/Tactical) Consumer Feedback Promotional Activities Competitor Analysis Situation Analysis Age Concern Adapting to change • • • • The Personalisation Agenda Increasing numbers of older people Competitive tendering Identifying potential target audiences Age Concern The Personalisation Agenda Marketing will: • help to provide tailored services • support provision of services to consumer market • identify new and alternative audiences • analyse and review competitor activities • improve communications Age Concern How Marketing makes a difference? • • • • • • • • • Demonstrates effectiveness Allocates resources Improves customer satisfaction Identifies gaps in the market Improves grant/tender application skills Supports decision making Informs organisational direction Raises awareness Influences decisions / perceptions of service users Age Concern The Marketing Plan • • • • • • • • Tool to consolidate objectives coherently Makes planning process easily accessible Allocates resources and activities Transparency of campaign activity Specifies project objectives Manages and controls budget Process applicable to long and short term planning Allows for contingency planning and adaptation Age Concern The Marketing Plan: ECSOSTAC • • • • • • • • Executive summary Corporate objectives Situation analysis – reviews current state Objectives (marketing) - organisational goals Strategy - provides a "big picture" plan Tactics - breaks strategy down into greater detail Action - implementation action plan Controls – tools to track progression Age Concern Which Marketing Tools To Use? • Competitor Analysis • Appropriate Marketing Strategy • Communications (Marketing Mix) Age Concern Competitor Analysis Researching rival organisations operating within the same market to support future planning and gain competitive advantage. Age Concern Competitor Analysis • Competitor Profiling • Key Industry Success Factors • Segments Served • Promotional Activities • Customer Feedback / Perception • Media Scanning Age Concern Marketing Strategy Concentrating limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage Age Concern Marketing Strategies • Market penetration is the growth strategy where the business focuses on selling existing products into existing markets. • Market development is the growth strategy where the business seeks to sell its existing products into new markets. Age Concern Marketing Strategies • Product development is the growth strategy where a business aims to introduce new products into existing markets. • Diversification is the growth strategy where a business markets new products in new markets. Age Concern Segmentation, Targeting & Positioning • Segmentation Divides heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Age Concern Segmentation, Targeting & Positioning • Targeting: Assessing the attractiveness of the range of potential target segments in terms of commercial viability and evaluate the most effective coordinated marketing mix to communicate with them. Age Concern Segmentation, Targeting & Positioning • Positioning Based around how your customer perceives your organisation - Designing an offer so that it occupies a distinct and valued place in the minds of the target audience. Age Concern Resources available Acknowledge Pages dedicated to marketing and business development are forthcoming – all will be advised in due course when these go live. Age Concern Resources available Day Services Toolkit Accessible in hard copy and on Acknowledge. Frequent updates and additional materials can be printed as necessary Age Concern Resources available Hazel Austin Marketing Adviser Tel: 020 8762 7275 Mob: 07554 437 102 Email: [email protected]