Marketing & Brand Development

Branding Basics & the DIY Marketing Plan

Transcript

2. Marketing & Brand Development Tara Wilkinson-McClean PR Genie @ TWC
4.  Your Brand and U!  Just What’s Marketing?  What’s a Marketing Plan?  Why it’s Important?  What goes into the Plan? What we’re going to cover?
9. Just what’s marketing?  “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” -American Marketing Association 2011
10. Easier way to think about it!  Marketing is what you say and how you say it when you want to explain how awesome your product is and why people should buy it.
12.   What is the strategy for the Product going forward   Are there plans to introduce new packaging or design   Any plans to change the formulation in any way   Any new features to the product   What are the new branding opportunities planned   Are there any extra services available around the product
13. Product
14.   What are your distribution channels -Where will the product be sold   How will the product be displayed   Are there intermediaries between you the producer and the consumer – how are they to be managed
15. Place
16.  What is your strategy to price the product and get it in the hands of consumers  What is the pricing structure   What are your input costs   Will you discount the product   What level of mark up is required to make a profit but keep the product competitive   What is your competition charging?
17. Price
18.   Where to promote the product   What media houses for mass media – depends on the target markets   What promotional means will you use – 30 sec commercials/ 30 mins radio programmes/ newspaper ads - size/   Are there plans for sales promotions or giveaways   What if any Public Relations activities are being planned   Are there any sponsorship opportunities to promote the product   How are you utilising the ‘new’ media - Social Media
19. Promotion
21. Put on your thinking cap!  What do I have that is marketable?  Is there a demand for what I produce?  Am I going to create a demand?  Do I have a big enough supply to meet the demand?
22. Just what’s a marketing plan?  What will be done  How will it be done  When will it be done  How much will it cost  Who is responsible
23. What’s included?  Table of Contents  Executive Summary  Introduction  Objectives  Environmental Analysis
24. What’s included?  Target Audience  Marketing Strategies  Action Plan/Timelines  Evaluation  Budget  Conclusion
25. Executive Summary   Brief overview of what is in the plan -the goals and recommendations   Normally a snap shot of the plan – written for persons unable to read the entire plan   Sums up the contents of the plan in about 3 pages   Should state the basic opportunities identified   Usually written last   Includes statistics and figures
26. Introduction   Provides background information required to understand the company, product or service   Explains the product concept if it is a new product   Summarises recent performance if it is an existing product or service   Could include a history of the company or description of the product or service   Tells what the remainder of the marketing plan will cover
27. Objectives   Define the marketing goals of the organisation   Translate into measurable action statements   No of units to be sold/rate of growth expected/ market share   Present an effective way to help measure success   Should be quantifiable and time sensitive   May address image, customer satisfaction, product recognition
28. Environmental Analysis  Gives an overview of the conditions in the present environment in which you are operating  Threat of New Entrants  Bargaining Power of Suppliers  Rivalry among Existing Competitors  Bargaining Power of Buyers  Threat of Substitutes
29. Situation Analysis Rivalry among Existing Competitors Threat of New Entrants Bargaining Power of Buyers Threat of Substitutes Bargaining Power of Suppliers
30. Who’s Your Target Market
31.   A principal concept in target marketing is that those who are targeted show a strong affinity or brand loyalty to that particular brand.   Target marketing allows the sales team to customise their message to a specific group of customers in a more focused manner.
32. A A A CUSTOMER FOCUSED Target marketing keeps you focused on the most important aspect of your business--the customer. LOWER COST, HIGHER PROFIT Targeting the right customer for your product or service will increase the efficiency of your sales and decrease marketing and operation costs, potentially translating into a bigger profit margin.
33.  Geographic Segmentation (Location)  Demographic segmentation (Sex, age, income, occupation, education, household size, marital status)  Psychographic segmentation (Attitudes, values, and lifestyles)  Behavioural segmentation (Frequency & degree of loyalty)
34.   Look at the descriptive characteristics   Age   Race   Sex   Education   Income   Marital Status Demographics
35.  Look at their activities, interests, attitudes and beliefs.  Where do they lime?  What do they enjoy doing?  Are they opinion leaders or followers?  What kind of personality do they have? Psychographics
36.  Observation  Surveys  Focus Groups  Competitor Facebook Insights
40. Marketing Strategies  The actual ideas to be executed  Use the 4 P’s to prepare specific strategies for the product/service   How to price it (discounts, mark ups)   The product (package design)   How/where will the product be sold   Where/how to promote
41. Media Overview   Television   Radio   Newspapers   Blogs*   Podcasts   YouTube*   Social Media   Twitter   Facebook   Google+   YouTube*   Blogs* Old/Traditional Media New Media
42.   Free basic packages   Easily accessible   Build customer profiles   Drive traffic to website   Boost sales   Encourages customer ‘buy in’   Builds relationships
43. Social Builds Relationships
44.   Online publishing technology   Provides user generated information   Accessible & user friendly   Interactive conversation   Connect and share with people with similar interest   Of 286, 705 Barbadians, 188,000 have internet access & 114, 240 are facebook subscribers (65% penetration)
45. Facebook Sample
46.  Tweet what’s happening now  Instantly connect to what's most important to you.  Follow your friends, experts, favorite celebrities, and breaking news.
47. Twitter
48.   Google+ aims to make sharing on the web more like sharing in real life.   "Circles" enables users to organize contacts into groups for sharing   "Hangouts" are places used to facilitate group video chat (with a maximum of 10 people participating in a single Hangout at any point in time).
49. Google+ Sample
50.  100 million+ members | Manage your professional identity. Build and engage with your professional network.  BRAND U!
51. LinkedIn Sample
52.  Online pin-board style sharing website  Organise and share images/videos of interest  Create and share theme based collections (events, interest, hobbies)  Users can re-pin things of interest  Allows sharing via facebook and twitter Pinterest
53. Pinterest Sample
54.  Photo sharing program  Allows modification of photos (colour, texture, Polaroid effect) Instagram
55.  Published journal  Displayed in reverse chronological order with most recent posts first  Sometimes interactive allowing visitors to share comments  Combines text, images, links to other blogs, web pages etc. Blogs
56. Blog Sample
57. Action Plan  Indicates how the strategies will be implemented  Shows whose responsibility it is to carry out each one  Fleshes out a timeline for each activity
58. Evaluation  Measure the success or failure of the plan by comparing results to the objectives  Sometimes there is a need for a second set of research after the plan has been completed
59. Budget/Cost Analysis  Budget should include what it cost to mount the plan including cost of marketing, promotion, research, package design,  Financial analysis should contain a sales forecast – how many are expected to sell.
60. Conclusion  Summarises what is in the plan