MARKETING MASTERCLASS SERIES 1: How to Develop & Implement a Winning Programme

Created by: Robs Semper

OUR JOURNEY TOGETHER

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OUR JOURNEY TOGETHER

The Business Context 1km Marketing Planning Process 20km Practical Applications 39km Growth Strategies 49km Key Learning Points 96km Questions & Answers 117km

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European Financial Crisis

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Hope & pray that things will get better

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How Can We Stay Ahead When the Landscape is Always Changing?

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Managing Complexity

We can adopt marketing principles to navigate the complex and changing business landscape

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Whats it All About?

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Whats it All About?

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Whats it All About?

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The Marketing Process

Where are we now? Current Situation

How do we ensure that we arrive? Control

Where do we want to be? Objectives

How will we get there? Strategies & Actions

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Stage 1

Where are we now? Current Situation

How do we ensure that we arrive? Control

Where do we want to be? Objectives

How will we get there? Strategies & Actions

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Macro Environment

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Situational Analysis
ASSESS MARKETING ENVIRONMENT
Market size, segments, trends, growth rates & developments Identify Opportunities Utilise MKIS: Industry newsletters, online alerts, trade events and shows Consider the following factors:
Political Economic Socio-cultural Technological Environmental Legal

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Situational Analysis
CONDUCT A CUSTOMER AUDIT
Who are our customers? What proportion of our business does each customer represent ? Who is the buyer? What are their requirements? Are their needs satisfied? How can we improve the service we offer them? Tools: Surveys, interviews, focus groups, online discussions, customer forums, buyer personas, CRM database

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Situational Analysis
Investments in customer research deliver more effective marketing programmes leading to:
Better Products & Services Closer and more productive working relationships Word-of-mouth referrals Additional and repeat orders A steadier, more predictable flow of business

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Situational Analysis
ANALYSE COMPETITORS
Who are our competitors? What strategies are they pursuing and how successful are they? What strengths and weaknesses do they possess? Competitor Intelligence System Online research, social media, int. contacts, market research reports, databases, industry networks and customers

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Situational Analysis
AUDIT RESOURCES & CAPABILITIES Current marketing strategy and objectives Marketing Mix 7Ps Marketing resources, systems and productivity Evaluate core competencies Internal strengths vs. weaknesses TOWS analysis

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Situational Analysis

TOWS Matrix - Developed by H.Weihrich, 1982

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Stage 2

Where are we now? Current Situation

How do we ensure that we arrive? Control

Where do we want to be? Objectives

How will we get there? Strategies & Actions

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Strategic Direction
Set Overall Vision Introduce S-M-A-R-T Objectives Segmentation, Targeting & Positioning
Define: which segments, which customers, financial and service targets

Develop buyer personas & brand positioning Identify key performance indicators

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The Marketing Process

Where are we now? Current Situation

How do we ensure that we arrive? Control

Where do we want to be? Objectives

How will we get there? Strategies & Actions

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Strategy & Implementation

RESOURCES AND SCHEDULING Budgets

Offer Development Campaigns & projects

Who does what, and when

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Strategy & Implementation

EVALUATE MARKETING MIX DECISIONS Product range Pricing and payment terms Place/distribution channels Promotional strategy
Advertising Sales promotion Public relations Personal selling Merchandising & sponsorship

People, process management & service levels

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Stage 3

Where are we now? Current Situation

How do we ensure that we arrive? Control

Where do we want to be? Objectives

How will we get there? Strategies & Actions

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Monitoring & Control

Monitoring and control essentially contains four key activities: Development of marketing objectives Setting performance standards Evaluation of performance Corrective action

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Monitoring & Control

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Zippy Bikes Case Study

Mike owns a small family business in UK
Mikes factory

Mikes products

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Zippy Bikes Case Study

Mike is facing formidable challenges.

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SWOT of Mikes organisation.

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T O W S A n a l y s i s

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Strategies for Tough Times

Do you remember Paretos 80/20 Rule?

Often times, it is more profitable to develop existing customers than to acquire new ones Create opportunities to up-sell and cross-sell Introduce sales promotions to encourage customers to by more e.g. supermarket's buy 2 get 3 offers Stimulate increase in product/service usage (frequency, quantity) Develop value added or wrap around services

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Strategies for Tough Times

Additionally, you may

Build Complimentary marketing alliances to secure new business e.g. Star Alliance, Oneworld Expand existing products into new segments and/or markets Establish a joint venture

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Common Mistakes
1. Insufficient marketing knowledge and skills

2. Lack of clear marketing objectives

3. Too much emphasis on reactive tactics leading to short term detail but little long term vision

4. Inadequate people, financial or other resources

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Common Mistakes
5. Lack of support from around the organisation

6. No proper plan in place to drive process forwards

7. Lack of or insufficient marketing intelligence concerning customers, competitors or the operating environment

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Good Practice
Heighten Your Customer Focus Actively engage with customers and seek their feedback Receive complaints positively Invest in customer insight and intelligence Constantly record & analyse interactions Measure standards of service Involve the whole team in solving problems which prevent good service Learn from past experiences
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Good Practice
Set clear strategic objectives Hold regular reviews to assess progress against the plan Build consensus from all parts of your company Pro-actively embrace change Dont be afraid to ask for help Stay focused and positive
your attitude determines your altitude

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Recap of The Process

Where are we now? Current Situation

How do we ensure that we arrive? Control

Where do we want to be? Objectives

How will we get there? Strategies & Actions

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Presenter Profile
Robs Semper is a versatile business consultant, marketing expert, a speaker and trainer with more than 18 years of experience. He supports and empowers companies to overcome business challenges and implements practical solutions to enhance their performance. He has held senior positions at prominent corporations in the UK and internationally, and successfully built, managed and restructured numerous projects. Robs currently serves as Managing Director at Semperglobal Limited, a marketing and business development consultancy.

Semperglobal utilises their specialised Suite of Capabilities to analyse, design, plan, and implement marketing and organisational development programmes that deliver tangible results!

Please visit www.semperglobal.com or contact hello@semperglobal.com

Thanks for your attention!

2013 Semperglobal Limited

 2013 Semperglobal Limited