Transcript 16-Compost-Marketing.. - US Composting Council

COMPOST MARKETING
Vincent Tye
Recology Grover Environmental Products
General Manager
Organics Sales Manager
March 7, 2013
1
Recology Grover Site
2
Initial Observations
Marketing and Sales . . .
• Necessary to facility success
• Important to approach systematically
• Separate but related functions
• Integrate with other facility functions
• May be separate departments . . .
• Or done by one person/team
3
Marketing and Sales
•
•
•
•
•
•
•
•
•
Marketing Defined
The Marketing Mix
The Marketing Plan
Sales Defined
Sales Strategy
Sales Force
Customer Service
Sales Evaluation
Conclusions
4
Definition of Marketing
Marketing is the strategic process of
bringing products and services to
market that fulfill a customer’s value
requirements.
5
Components of the Definition
Marketing is …
•
•
•
•
Integral to strategy
A dynamic process
Customer oriented
Value focused
6
The Basic Marketing Mix
• The Four P’s of the Marketing Mix:




Product – products and services offered
Place – distribution of products/services
Price – adoption of pricing strategies
Promotion – marketplace awareness
• Framework for Marketing Plan
7
The Marketing Plan
Elements of a successful plan:
•
•
•
•
•
Built on the Marketing Mix framework
Strategically integrated with business plan
Interdepartmental involvement
Addresses the appropriate timeframe
Based on objective market research
8
Sample Marketing Mix
Product
Place
Price
Promotion
Products Offered
Process Type
Pricing Strategies
Advertising Strategy
Product Research
Inventory Control
Volume Discounts
Trade Shows
Field Trials/Testing
Facility Location
Published Prices
Product Displays
Product Branding
Market Proximity
Quantity Discounts
Product Give-aways
Bagged v. Bulk
Distribution Channels Seasonal Pricing
Discount Coupons
Markets Served
Specifier Education
Market Research
Technical Assistance
Market Segments
Market Share
Customer Share
9
The Marketing Plan
Structuring the Marketing Plan:
•
•
•
•
•
•
Current market analysis
SWOT analysis of current conditions
Long/Short-term marketing objectives
Specific achievement goals
Financial analysis
Evaluation mechanisms
10
The Marketing Plan
• Current Market Analysis:
 Describe current market conditions:
 Products/Services Offered
 Who are your customers
 Who are your competitors
 Where are your markets
 Identify regulatory challenges
11
The Marketing Plan
• Current Market Analysis:
 Describe current market conditions:
 Products/Services Offered
 Branded products
 Generic vs. Custom Products
 Wholesale or Retail Products
 Bagged vs. Bulk
12
The Marketing Plan
 Branded products . . .
o Establish a unique product identity
o Connects the product to your company
o Brand name equates to quality product
o Assures satisfaction of value perceptions
o Name/Logo related to product value
13
The Marketing Plan
Branding Examples
14
The Marketing Plan
• Current Market Analysis:
 Describe current market conditions:
 Who are your customers
 What business are we in?
 What constitutes value?
 Where are your markets
 Understand market segmentation
15
Custom Blending
16
Custom Spreading
17
The Marketing Plan
 Market Share . . .
The percentage of a given market area’s total compost
sales earned by your company over a specified time
period. (Breadth)
 Customer Share . . .
The percentage of a given customer’s total compost sales
earned by your company over a specified time period.
(Depth)
18
The Marketing Plan
• SWOT Analysis of Current Conditions:
 Analyze each market condition:
 STRENGTH
 WEAKNESSESS
 OPPORTUNITY
 THREAT
19
The Marketing Plan
• Long/Short-term Marketing Objectives:





Broadly define strategic objectives:
Briefly describe 2 – 5 year context
Specifically define short-term objectives
Use qualitative and quantitative terms
Utilize the Marketing Mix framework
20
The Marketing Plan
• Long/Short-term Marketing Objectives:
 Broadly define strategic objectives:
 Briefly describe 2 – 5 year context
To establish a marketing and sales presence in the
Willamette Valley wine grape market by the end of
calendar year 2014
21
The Marketing Plan
• Long/Short-term Marketing Objectives:
 Broadly define strategic objectives:
 Specifically define short-term objectives
To increase compost sales in Butte
County by 5% by the end of 2014.
Add two major accounts in each sales
territory by the end of 2013.
22
The Marketing Plan
• Specific Achievement Goals:






Clearly define SMART goals:
S–
specific goal statements
M–
measurable goals
A–
attainable goals
R–
realistic goals
T–
timely goals
23
The Marketing Plan
• Financial Analysis:
 Develop a marketing budget:
 Must be consistent with business plan
 Involves input from other departments
 Include allocations for all activities
 Create a living budget (reforecasting)
24
The Marketing Plan
• Evaluation Mechanisms:
 Process for tracking goal achievement:
 You can manage what you measure
 Examine progress on broad objectives
 Primary focus is SMART goals
 Import sales reports
 Include mechanisms for correction
25
What is Sales?
• Definition of Sales
• Essential elements of the Sales process
• Focus on specific elements:
 Developing a sales strategy
 Deploying the sales force
 Servicing the customer
 Evaluating performance
26
Definition of Sales
Sales is the integrated process of
developing, managing, and executing a
mutually beneficial exchange of goods
and/or services for value
27
Sales Strategy
•







Developing a sales strategy . . .
Strategy complements marketing plan
Emphasizes critical market approach:
Market share
Customer share
Addresses customers’ value perceptions
Utilizes Brand identity
Promotes benefits of quality compost
28
Sales Force Deployment
• Deploying the sales force . . .
 Knowledge of product and industry
 Clearly define sales territories
 Determine methods of deployment
 Understanding of strategic approach:
 Focus on strategic target markets
 Emphasize market or customer share
29
Sales Force Deployment
 Knowledge of product and industry . . .
Product/Industry Knowledge
Personal Characteristics
Composting Process
Honesty/Integrity
Compost Uses and Benefits
Confidence
Product Quality
Enthusiasm
Regulatory and Safety Issues
Acceptance of rejection
Competitors and products/pricing
Initiative
Customer’s Industry
Persistence
Passion
Eagerness
30
Servicing the Customer
•






Servicing the Customer . . .
Prompt responses to inquiries/complaints
Accurate and timely proposals
Consistent product quality
Realistic and accurate scheduling
Reliable and courteous delivery system
Consistent “after-sale” follow through
31
Evaluating Performance
• Evaluating sales performance . . .
 Initiate sales reporting procedures
 Develop meaningful metrics
 Establish regular review meetings
 Encourage customer feedback
32
ANY QUESTIONS?
Contact Information:
Vince Tye
209.830.3001
[email protected]
33