Transcript APPROACHING TO CUSTOMERS AND EXPANDING THE TARGETS

APPROACHING TO CUSTOMERS
AND
EXPANDING THE MARKET SHARES
Presented by Kyaw Nu
Trainer of Office Management Training
[email protected]
What is marketed ?
•
•
•
•
•
•
•
•
•
•
GOODS
SERVICES
EVENTS
EXPERIENCES
PERSONS
PLACES
PROPERTIES
ORGANIZATIONS
INFORMATION
IDEAS
• GOODS
Physical goods (things that we can touch)
billions of things (eg. fresh, canned, bagged,…..)
millions of things (cars, refirgerators,TVs,……….)
• SERVICES
Activities airlines, hotels, car rental firms, barbers
and beautifications, maintenance and repair
people, professionals (eg. accountants, bankers,
lawyers, engineers,………
Where the customers can consume both of above ?
• EVENTS
Professional marketers promote time-based events
(trade shows, artistic performances, anniversaries,
Olympics and World Cup,……………………………)
• EXPERIENCES
Make experiential marketing
Buddha Gaya
Walt Disney World's Magic Kingdom,
Hard Rock Café,
Climbing Mount Everest,………..
• PERSONS
Celebrity Marketing
Some can make themselves as a "brand".
• PLACES
Nations compete actively to attract tourists,
factories, company headquarters and new
residents.
economic development specialists
real estate agents
commercial banks
advertising ,public relation agencies
(eg. Palm Island)
• PROPERTIES
Properties are intangible rights of ownership of
either real property or financial property
• ORGANIZATIONS
Marketing to boost their public images and
to compete for audiences and funds.
(eg.NGOs'charity is sometimes marketing to raise
the fund)
• INFORMATION
Schools and universities marketed information as
a product.
• IDEAS
Public Awareness Campaigns
"In the Factory, we make cosmetics; in the store,
we sell hope"
"Friends Don't Let Friends Drive Drunk "
"A Mind Is a Terrible Thing to Waste"
Who Markets ?
• Negative Demand
People know about the products so they don't want to buy
• Nonexistent Demand
People don't know about this product so they don't want to buy
• Latent Demand
People want to buy this product but can't available
• Irregular Demand
Increase demand at the season
• Unwholesome Demand
Not good for them but people would like to buy
KEY CUSTOMER MARKETS
Consumer Market
Business Market
Global Market
Non Profit and Governmental Market
Seller's View (4 Ps)
Customer's View (4 Cs)
Product
Solution
Price
Cost
Place
Convenience
Promotion
Communication
Types of Customers
• Price Oriented Customers
"Price is everything"
• Solution Oriented Customers
• Gold Standard Customers
• Strategic Value Customers
" Fairly permanent sole supplier relationship"
Marketing Brief
What’s customer perception?
Think
Feel
Act
Experience
Sense
Perception
Marketing Brief
Needs ?
Wants ?
Demands ?
Marketing Brief
Programming (User Data, Usability Test)
Where to Sell ?
Brand Posititioning (Strong Point, Differentiate)
What price to offer ?
Competitors data
Engineering & Manufacturing data(Criteria)
What features design ?
Marketing concept
How much spend for adv?
Traditional
organization Chart
Modern Customer-oriented
Organization Chart
CUSTOMERS
Top
Management
Front Line People
Middle
Management
Middle
Management
Front Line People
CUSTOMERS
Top
Manage
-ment
Customer Retention Strategy
Sell
multiple
and
bundled
products
Provide
exceptional
before and
after sale
service
Deepen
Relationships
with
customers
through
visits and
sales
meetings
Capture
and Retain
customers to
be lifetime
customers
Deliver
goods to
customers
with speedy
and high
service
distribution
Tips for Building Loyalty
• Attracting " Share of Wallet"
• Retaining "Let the customers make more complains "
• Growing
"Use the staffs who are empathic"
THANK YOU