Emarketing marketing basics

emarketing/marketing -BASICS

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• emarketing Basics - Profile - Position - Target - Segments - Marketshare

• marketing Basics - Profile - Position - Target - Segments - Marketshare

To become successful in marketing you have to do the homework and understand the basics of marketing.

If you know who you should communicate to and what to say you can get success – but not before.

MARKETING BASICS

Marketing and communication

Those we have a relationship with Those we want to have a relationship with

MARKETING BASICS

Leading them to become customer

Those we have a relationship with

Lead generating Customer careLead nurturingDemand-

generating

Those we want to have a relationship with

MARKETING BASICS


generating

The phases to identify/ measure

Marketing funnel

EMARKETING BASICS


generating

Inquiry Prospect Lead Oppor-tunity

CustomerAw

aren

ess

Anony-mous

Contactdetails

Profile/ interest

Sales-ready/ engaged

Sales activity

Sales

The phases to identify/ measure

Marketing funnel

EMARKETING BASICS

Before you open your mouth

Who are we?

Who are we going to talk to?

MARKETING BASICS

Marketing - Communicating

• Profile - Who are we?– Vision – Mission – Values

• Position - Who do we want to be on the market?– How are we different from our competitors?– Value proposition: What do we offer?– Product/ service dimensions: What do we do?

• Target – on what market (s)?– Who are we we positioning for?– Which are our segments?

MARKETING BASICS


• Profile - Who are we?• Position - Who do we want to be on the market?• Target – on what market (s)?

„Particularly important for new companies and on markets with highcompetition”

MARKETING BASICS


• Profile - Who are we?– Vision – Mission – Values

• What we offer (products/ services)• For whom • In what way – our values• What we want to accomplish with our business

„The reason for our (company’s) existence”

MARKETING BASICS

Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be.

MARKETING BASICS

Our MissionOur Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference., passion, optimism and fun

MARKETING BASICS

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.Productivity: Be a highly effective, lean and fast-moving organization.

MARKETING BASICS

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.Productivity: Be a highly effective, lean and fast-moving organization.

MARKETING BASICS

Our ambition is to become the European franchise leader and one of the world's three leading hotel operators, while respecting the values that have always informed the Accor spirit—a pioneering spirit of conquest shaped by a commitment to high performance and a constant concern for people—customers, employees and host communities—and for their environments.

Innovation is our trademarkThe spirit of conquest is our growth enginePerformance is the key to our continued successRespect is basis of all our relationshipsTrust is the foundation of our management

MARKETING BASICS

Aiming to become the regional leader, we ensure long-term value creation for our shareholders by offering our customers products and services of the highest quality.

All our operations adhere to ’best practice’ principles of corporate governance and social responsibility, with a focus on care for our employees and the natural environment.

MARKETING BASICS


• Position - Who do we want to be on the market?– How are we different from our competitors?– Value proposition: What do we offer?– Product/ service dimensions: What do we do/ which are

our competitive strengths?

„This is also important but will not be further explained”

MARKETING BASICS


• Target – on what market (s)?– Who are we we positioning for?– Which are our segments?

Segmenting is important because?We can NOT talk to every one the same way even if weonly sell one product. And by dividing the customers we canmeasure our ROI. -

„The same product can fill different needs for different clients”

MARKETING BASICS


Segmenting (B2C)

GenderPriceInterestsLocationReligionIncomeSize of Household

AgeEducationOccupationSocial ClassEthnicityNationalityEnd use (Example work or leisure)

EMARKETING BASICS

Marketing - CommunicatingSegmenting (Hotel business)• Public

- BAR Website - Best Available Rate sold through the website- BAR Direct - Best Available Rate sold direct by phone, email, fax- BAR Indirect Commissionable - Best Available Rate sold trough commissionable online travel agencies- BAR Indirect Net - Best Available Rate sold trough net rate online travel agencies- Promotions

- Special Event Rate

• Negotiated Rates- Corporate Dynamic Rates- Corporate Flat Rates- Government- Crew- Offline Publications

• Groups- Leisure- Business- Conference / Banquet- Incentive- Wedding- Events- Crew

• Wholesale- FIT- Tour Operators

- Wholesalers

• Other- Complimentary- Barter- Walk-In- Overbooking (from another hotel)

MARKETING BASICS

Estimate your Market Share

• Your Market share reflects how you act/ your message in the marketing activities.

„Are you a leader or a challenger in chosen segment”

This will be made in Strategy workshop Business Drivers and Market Share

MARKETING BASICS

Author: Robert ManssonSales DirectorMarketing DirectorManaging Director

Management consultant

Efficiency project Marketing strategy project

Business Tools

Business Development

www.bmg.net.plwww.e-marketingcenter.com

http://www.bmg.net.pl/

http://www.e-marketingcenter.com/

BMG

This material belongs to BMG – Business Media Group and my not Without consent spread, copied our used for other purpose than was agreed.

EMARKETING BASICS