Transcript Marketing 1
Specialised ICT Diploma Unit 3 Marketing Lesson 1.1 The Business The business that you will be setting up will offer design services to local organisations such as charities, sports clubs, small businesses that cannot afford the services of existing commercial organisations. The company will be a ‘Company In The Community’ (CIC) company where any profits made are fed back into the community. Services offered will include: • Web design • Brochure design • Logo design • Flash animation • Database design First Image Inspire Marketing and Advertising • Evidence a well thought through/executed marketing plan • Strength of creative advertising/marketing activity • How will you let your local community know about you? • Is the marketing/advertising campaign attention grabbing? • Corporate image. • Visual design of website. What is Marketing? • Buying and selling in a market • The promotion, distribution and selling of a product or service • Includes market research and advertising Product Marketing 3 Different Categories • Print • Voice/Pictures • Electronic Print • Brochures/Newsletters • Flyers • Posters • Advertisements • Articles • Direct Mail Voice/Pictures • Radio – Local/National • Television • Podcasts – On website – Email attachment • Face to face – Exhibitions – Trade shows Electronic • • • • Web Pages Internet Email marketing Social Networking Each category has advantages and disadvantages: •How tightly can it focus in on the market? •How economical is it? •How effective is it? Task Prepare a marketing plan to launch the new company. You must: • Research the local competition – Are you competitive? – What distinguishes you? • Decide on the best means of promotion – Strategy – Method – Timescale Questions to ask yourself when developing your strategy • • • • • • • • • • • • • • What changes are taking place in our business environment? Are these opportunities or threats? What are our strengths and weaknesses? What do I want to achieve? Set clear, realistic objectives. What are customers looking for? What are their needs? Which customers are the most profitable? How will I target the right potential customers? Are there groups that I can target more effectively? What's the best way of communicating with them? Could I improve my customer service? This can be a low-cost way of gaining a competitive advantage over rivals, keeping customers, boosting sales and building a good reputation. Could changing my products or services increase sales and profitability? Most products need to be continuously updated to maintain competitiveness. Could extending my product list or service provision meet existing customers' needs more effectively? Remember that selling more to existing customers is generally more cost effective than continually trying to find new ones. How will I price my product or service? Although prices need to be competitive, most businesses find that trying to compete on price alone is a poor strategy. What else are my customers interested in? Quality? Reliability? Efficiency? Value for money? What is the best way of distributing and selling my products? How can I best promote my products? Options might include advertising, direct marketing, exhibiting at trade fairs, PR or marketing on the web. How can I tell if my marketing is effective? Check how your customers find out about your business. A small-scale trial can be a good way of testing a marketing strategy without committing to excessive costs