Marketing Concepts - Veterinary Staff Unlimited
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Transcript Marketing Concepts - Veterinary Staff Unlimited
Marketing Concepts
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Mission Statement
Overall Company Objectives
Competitive Strategies
Marketing Objectives
Marketing Strategies
Marketing Programs
Mission Statement
The first stage in strategic marketing
A mission statement is a brief description of
the company, no more than a few lines that
describes where the company is and where it
wants to go.
Targets clients/markets
Principal products/services
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Adapted from Reference Guide for Kansas Food Processors, Kansas State
University and Kansas Dept of Commerce and Housing, July 1998.
Overall Company Objectives
Specific goals to be achieved that move toward the
mission statement.
Normally businesses create one and three year
objectives
Types of objectives:
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Profitability
Volume
Stability
Nonfinancial
Competitive Strategies
A competitive strategy is developed so a
practice can create advantages over the
competition
Types of competitive strategies:
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Overall Cost Leadership
Differentiation
Niche Marketing
Marketing Objectives
Marketing Objectives are designed to help a
company attain overall objectives
Five basic marketing objectives are:
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1. To achieve a viable level of sales or market
share
2. Increase market share
3. Maintain market share
4. Maximize cash flow
5. Sustain profitability
Marketing Strategies
A marketing strategy outlines exactly how marketing
objectives will be achieved.
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Increase rate of purchase by:
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Retain current clients by:
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Broadening usage occasions for the product
Increasing level of consumption
Maintain satisfaction
Meeting what the “competition” offers
Acquire new clients :
By line extensions
Bundling
Head-to-head market dominance
Marketing Programs
Marketing Programs are the detailed
approaches to the four P’s
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Products
Placement
Promotion
Pricing
Product
Your services as well as physical products
Brand Management
What are the core competencies of your
practice?
Packaging/Appearance
Quality
Scope of product line
Client Experience
Price
Competitive Pricing
Incentives (discounts, coupons, etc)
Net profit – make sure you are not operating
at a loss
Financing options/Payment terms
Bundling
Placement
Location, Location, Location
– Who are the other competitors in the
area?
– Is this a location close to or in your
target market geographically,
demographically?
Promotion
How do you reach your target market?
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Social Media Marketing
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Facebook, Myspace
SEO (Search Engine Optimization)
Never depend on one method
Marketing ROI
Promotional Programs
Community Service
Veterinary Staff Unlimited
2999 Overland Ave., Ste 212
Los Angeles, CA 90064
www.vetstaff.com
(310)838-9300
[email protected]
Thank you!
Q and A
Consulting and Staffing Since 1993
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Joseph Makkar
Personal Cell/email (310)991-1993
[email protected]
Sponsored by:
Melisa Edwards
Vice President
Veterinary Division
Bank of America Practice Solutions
Phone: (877)330-3339
Fax: (800)209-1922
[email protected]