„Miloš Mrva 2013

Insights intomarketing of SMEs

„Miloš Mrva 2013

Marketing research and market analysis- Data mining :- About customers, competition, industryMarketing communication- Advertising, sales promotion, PR and

personal sales

Two perspectives of marketing

„Miloš Mrva 2013

• Lack of formalised planning• Restricted scope and activity• Simplistic and random• Product and price orientation• Owner-manager involvement

Marketing in SMEs vs. large comp.

„Miloš Mrva 2013

Top-down theory• Segmentation• Targeting• Positioning

Bottom-up practise (stages of targeting)• Identification of market opportunity• Attraction of an initial customer base• Expansion through more of the same

Marketing approaches

„Miloš Mrva 2013

IndustryCompetitionCustomer

Marketing INFORMATION

„Miloš Mrva 2013

Primary vs. secondary data• Personal research (product samples testing, questionaire

survey, interviews, group discussion)• Statistic data (geodemographic and economical

databases)• Competition information (mysteryshopping, observation,

free accesible data – websites, etc.)• Expert estimates

Marketing analysis

„Miloš Mrva 2013

What is your industry? Where your salesactivities take place?Definition of your market:• Product point of view• Geographic point of view• Information about market• Size, trends, biggest players (shares)...• Porter 5 forces• PESTLE

Industry and market

„Miloš Mrva 2013

Porter 5 forces analysis model

„Miloš Mrva 2013

„Miloš Mrva 2013

• Direct and indirect competition• Different levels of competition

• Geographic, product and customer aspect ofcompetition

• Strenhts, weaknesses, product portfoliooverview, pricing...

• Competitive edge – unique characteristic of yourbusiness compared to the competition

Competition

Miloš Mrva 2013

similar products similar target market

same fundamental solutions to the consumers’ needs -substitution

Budget competitionPotential competition

Everyone else

„Miloš Mrva 2013

• Who is my typical customer?• criteria of segmentation, • Definition and description of 1 or more target

groups• Quantification – specific estimate of target group

size

Target groups

„

Empathy map

„Miloš Mrva 2013

Which is more?

B2C vs. B2B

„Miloš Mrva 2013

B2C vs. B2BB2C B2B

Product driven Relationship driven

Maximize the value of the transaction

Maximize the value of the relationship

Large target market Small, focused target market

Single step buying process, shorter sales cycle

Multi-step buying process, longer sales cycle

Brand identity created through repetition and imagery

Brand identity created on personal relationship

Merchandising and point of purchase activities

Educational and awareness building activities

Emotional buying decision based on status, desire, or price

Rational buying decision based on business value

„Miloš Mrva 2013

B2C shifting to B2B principles

„Miloš Mrva 2013

B2C vs. B2BB2C B2B

Product driven Relationship drivenMaximize the value of the transaction

Maximize the value of the relationship

Large target market Small, focused target marketSingle step buying process, shorter sales cycle

Multi-step buying process, longer sales cycle

Brand identity created through repetition and imagery

Brand identity created on personal relationship

Merchandising and point of purchase activities

Educational and awareness building activities

Emotional buying decision based on status, desire, or price

Rational buying decision based on business value

„Miloš Mrva 2013

5 x

„Miloš Mrva 2013

5 x more expensive

„Miloš Mrva 2013

It Costs Five Times More to Acquire a Customer than to Retain a Customer

„Miloš Mrva 2013

„Miloš Mrva 2013

• Direct communication with potential and existingcustomers

• Important part of marketing and sales process in SMEs (especially in B2B)

• Cost of direct selling – key issue

• Cold calls vs. warm calls – power of references

Direct Selling

„Miloš Mrva 2013

• Myths and legends• Negative perception of DS

• Pros and cons• Independence, responsibility for own results

Direct Selling

„Miloš Mrva 2013

• E-mail : 1:1000 – 1:100 000 probability of positivefeedback

• Phone : 1:100 – 1:1000• Personal sale : 1:5 – 1:50

E-mail vs. phone vs. personal sale

„Miloš Mrva 2013

C R M

„Miloš Mrva 2013

System of workSoftware solutionRecording and using ofwide range of customerrelated information

CRM

Outlook interface, automaticassignment of e-mails to current

Individual requirementscoding

Existing cust.(structure, purchasebehavior)

Outgoing Why leaving?Leaving to competition?What wouldconvince themto return?

New customers

What is the cost of aquisition of anew customer?

What is the pipeline ratio?

What is retentionrate? What isretention costs? Whatis customer lifecyclelooks like?

Pipeline

Aj malý pes vie nahnať ovce.

Mgr.Miloš Mrva PhD. & Mgr.Peter Marcin 2013

Marketing

Communications"Marketing communications are the means by which firms attempt to

inform, persuade, and remind consumers - directly, or indirectly - about

the products and brands that they sell.„ – Philip Kotler (Marketing Guru)

Marketing

≠

reklama !!!

Aj malý pes vie štekať.

Mgr.Peter Marcin 2013

Ak vie na koho šteká...

Mgr.Peter Marcin 2013

Big Dog Small Dog Snoop DogMgr.Peter Marcin 2013

Ako štekať???Lacno

Inak

Zaujímavo

Storytelling

Efektívne

Online

Viral

PR

a Vzťahy, vzťahy a vzťahy...

BUZZ Emócia a dôvod o vás hovoriť...

Mgr.Peter Marcin 2013

Kade štekať...

Mgr.Peter Marcin 2013

Aj billboard môže zaujať...

Aj leták...

Alebo iný

pútač...

Guerrilla

QR

Try usual

in the unusual way.

Štekajte na nete.

Must Use Social Media:

Facebook, YouTube, Google Plus

Iné webové kanály:

Blog, diskusie, fóra, portály...

http://www.youtube.com/watch?v=vnOyMSEWNTs

Reklamné video

http://www.theworldsworstwebsiteever.com/http://www.dash.com.hk/http://gnewtcargo.co.uk/

Website

Try AdWords a Analytics

Email

one of best VIRAL ever...

Hand shake and

business card.

amazing new social networking tool

Cross promote

with other local businesses.

Offer freebies.

and do PR

Word of mouthPodľa prieskumov 90% spotrebiteľov verí odporúčaniu, a len 14% reklame!

Mgr.Peter Marcin 2013

Customers are people — not numbers.

Develop relationships

with your customers...

Marketingový plán vo vašich biznis plánoch

Competitive edge

Marketing objectives

Marketing methods

Funding

Mgr.Peter Marcin 2013 – peter.marcin@fm.uniba.sk