Marketing 101

Marketing 101

The Marketing Toolbox

Meet Mike, a CEO trying to figure out how to develop the Marketing Strategy

Mike knows that Marketing is:

An effort to reduce an excess of inventory

Advertising and/or communications

Sales

Or someone trying to sell you a crappy defective product

Ok, that’s what is commonly misunderstood as marketing

Sorry Mike, you’re going in the wrong way

Let’s see how Real Marketingworks

"Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation.

Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business."

Peter Drucker

Marketing is the distinguishing, unique function of the business?

Hogwash!

Marketing is a PROCESS for:Creating, communicating, delivering, and exchanging offerings that have VALUE for customers, clients, partners, and society at large*

* Adapted from the American Marketing Association

Let’s check how to develop the Marketing Process

1. Choose in which businesses you will compete.

2. Define how are you going to compete in these businesses: Value proposition.

3. Build your company around that value proposition.

Marketing is in the Strategy’s DNA

Let’s take a closer look to the Marketing Process

Select in wich businesses you will compete

Define how you will compete

Value Proposition

And be sure to understand what is the value for your customers!

PerformancePrice

Brand / Status

Convenience / usabilityCustomization

Follow these steps for theValue Generation Process

1. Choose the value

2. Provide the value

3. Communicate the value

Value Generation Process

1. Choose the value

Value positioningCustomer Segmentation

Targeting


Product and/or Service Development

Sourcing/Making Distributring/Servicing

Pricing


AdvertisingSales Force Sales promotion

Now take the steps to deliver your Value Proposition and build your organization around it

Let’s put all this stuff in a Marketing Plan

This is the content of the Marketing Plan

1. Situation analysis

2. Marketing strategies

3. Financial analysis

4. Implementation

1. Situation analysis

CompetitionMarket analysis SWOT

Product offering Keys to success Critical Issues


Brand mission

You have to be in a mission, not just state one.

Customer segments

Brand Objectives

Financial Objectives

KPI’s

KPI’s


Tactics

Marketing mixPositioning



Remember the Value Generation Process: Tactical Marketing

What to do, when, how and by whom to achieve the objectives

Market research

3. Financial analysis

Expenses forecastBreak-even analysis Sales forecast

4. Implementation and controlling

Don’t forget monitoring and making adjustments

Tactics

What to do, when, how and by whom to achieve the objectives

Market research

Monitoring and controlling results

Making adjustments

Goals

KPI’s

4. Implementation and controlling

Make adjustments after testing your value proposition with your CUSTOMERS

And remember that the EXECUTION is the most important phase. If you are not willing to execute your

plan, you better don’t make it.

Recap:

1. Select your business(es).2. Define your Value proposition.3. Develop your Value Generation Process.4. Make a Marketing Plan.5. Execute and control.

Thanks for your attention

Send your comments to:@[email protected]

mailto:[email protected]

http://fernandezp.blogspot.com/

Photo credits

1/11/14/34. flickr.com/photos/csessums/

2. flickr.com/photos/_davo_/

3. flickr.com/photos/_davo_/

4. flickr.com/photos/mackmyrawhisky/flickr.com/photos/23226961@N02/flickr.com/photos/judybaxter/

5. flickr.com/photos/braintoad/

7. flickr.com/photos/aquariawintersoul/

9. wishtank.org

10. flickr.com/photos/emariephotos/

12. flickr.com/photos/net_efekt/

15. flickr.com/photos/steven2358/

17. apple.com

18. flickr.com/photos/kriffster /flickr.com/photos/bribri/

19. flickr.com/photos/16822508@N05/flickr.com/photos/kriffster/ flickr.com/photos/fritsdejong/flickr.com/photos/jase_n_tonic/flickr.com/photos/ddjang/

22. flickr.com/photos/raiadiff/flickr.com/photos/tico_bassie/flickr.com/photos/yooperann/flickr.com/photos/bribri/

23. flickr.com/photos/the10101/flickr.com/photos/abbyladybug/1253054966/flickr.com/photos/birgerking/flickr.com/photos/mikecogh/

24. flickr.com/photos/judybaxter/creditcardchaser.comflickr.com/photos/dbasulto/

25. flickr.com/photos/marcfonteijn/

28. flickr.com/photos/montymetzger/flickr.com/photos/photomagnon/flickr.com/photos/zhurnaly/flickr.com/photos/wenzday01/flickr.com/photos/nffcnnr/flickr.com/photos/dborman2/

29. diariodelhuila.comflickr.com/photos/ivyfield/flickr.com/photos/mika/flickr.com/photos/brandonschauer/

30. apple.comflickr.com/photos/bookchiq/flickr.com/photos/mezzoblue/

Photo credits

35. flickr.com/photos/ howardstrong/

31. flickr.com/photos/dvdmerwe/flickr.com/photos/teegardin/flickr.com/photos/dvdmerwe/

32. flickr.com/photos/ bookchiq/flickr.com/photos/ mezzoblue/

Marketing 101

Career

Transcript of Marketing 101