Transcript Marketing research

Marketing
Plan
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Main definitions
Inbound marketing activities
Outbound marketing activities
4P’s of marketing
Some interesting practices from modern
marketing trends
Marketing
Marketing is the wide range of activities involved in making sure that
you're continuing to meet the needs of your customers and getting
value in return.
Marketing is the process by which companies determine what
products or services may be of interest to customers, and the
strategy to use in sales, communications and business development.
Marketing is the management process responsible for identifying,
anticipating and satisfying customer requirements profitably.
Definitions
Advertising
• Advertising is bringing a product (or service) to the attention of
potential and current customers
Promotion
• Promotion keeps the product in the minds of the customer and
helps stimulate demand for the product
Public relations
• Public relations includes ongoing activities to ensure the overall
company has a strong public image
Definitions
Publicity
• Publicity is mention in the media
Sales
• Sales involves most or many of the following activities,
including cultivating prospective buyers (or leads) in a
market segment; conveying the features, advantages
and benefits of a product or service to the lead; and
closing the sale (or coming to agreement on pricing and
services)
Inbound marketing
Marketing
Research
Naming and
Branding
Pricing
Inbound
marketing
Competitive
Analysis
Positioning
Statistical
methods
quantitative
research
Marketing research
Marketing research is the systematic gathering, recording, and analysis
of data about issues relating to marketing products and services
Marketing research ≠ Market research
qualitative
research
hypothesis
tests
linear
regression
correlations
frequency
distributions
Stages:
the definition of a problem
development of a research plan
collecting and interpretation of
data
disseminating information formally
in form of a report
Segmentation, Positioning and Pricing
Market segmentation pertains to the division of a market of consumers into
persons with similar needs and wants.
Segment
Target
Position
STP
Positioning includes identifying the unique market position, or "niche", for your
organization
Pricing: how much the customers/clients might be willing pay and how (pricing
analysis)
Lower prices don’t help to build Goodwill
Branding and naming
Brand is the image of the product in the market
Brand
Intangible
asset
Intangible assets are defined as
identifiable non-monetary assets
that cannot be seen, touched or
physically measured, which are
created through time and/or
effort and that are identifiable as
a separate asset
Best brands 2009
http://www.interbrand.com/best_global_brands.aspx
Multi-brands
Procter&Gamble
Unilever
Cannibalization?
Naming
Acronym
Descriptive
Alliteration
and rhyme
Evocative
Neologisms
Foreign word
Founders'
names
Geography
Personification
Brandnomer =
genericized trademark
Outbound marketing
Advertising and
promotions
(focused on the
product)
Customer
satisfaction
Customer service
Sales
Public and media
relations (focused
on the entire
organization)
Four P’s of marketing
• Solution
• Access
• Information
Product
Promotion
Placement
Price
• Value
Ambush marketing
a marketing campaign that takes place around an event but
does not involve payment of a sponsorship fee to the event
Guerrilla marketing
guerrilla marketing campaigns are:
unexpected and unconventional
potentially interactive
consumers are targeted in unexpected places
Anti-flea spray
Nivea
Barbeque
Hot sauce
Thank you for your attention!
Have a break…