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Marketing is not merely advertsing, strategy is not merely marketing. Take a look at the birdseye view of marketing your organisation and the factors involved when doing this. This presentation was developed to educate business owners in the management process of marketing and the information required to create and develop a marketing strategy for their business.
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MARKETING – The Bigger Picture
By Alex Beardsley – MCIM Chartered Marketer.
The City Hub, Bradford.Tuesday 17th September 2013
Session Aim
“To introduce you to the concept of marketing as a business process and provide you with key information to help you to develop your marketing
strategies and plans.”
Objectives
By the end of today’s session I would like every learner to:• To know the difference between marketing and
strategy.• Understand the standard principles of marketing.• Know the 4 questions of marketing strategy.• Be aware of the marketing planning process.• Know what makes up the ‘marketing
environment’.• Complete a SWOT Analysis on their individual
businesses.• Have a planning framework to build upon and
develop their individual marketing plans.
Getting to know you….
In pairs spend 5 minutes talking to each other and find out the answers to
the following questions:• Name
• Business• Background
• What do they want to take away from today’s session?
Getting to know me…
• Name – Alex Beardsley• Business – Talk Direct Marketing – Marketing
Management Company for SME’s across the Yorkshire Region
• Background – Chartered Marketer with a 1st Class Degree in Marketing – Worked for national and local businesses plus a full service marketing agency in Manchester – I have Two children 11yrs & 2yrs and a long suffering fiancé that I am marrying next year!
• What do I want to take away from today’s session? – I want to meet the aims of the session and hope all learners take something relevant to their businesses away.
Introductions
In pairs spend 5 minutes talking to each other and find out the answers to
the following questions:• Name
• Business• Background
• What do they want to take away from today’s session?
What is Marketing?
Bullsh*
t…
Advertising Sales
PR
Promotions Expensiv
e
Marketing is…
“Marketing is the management process responsible for
identifying, anticipating and satisfying CUSTOMER
requirements profitably.”
– Chartered Institute of Marketing Definition
The way your company
communicates what it does
and how good it is.
A product or service is only worth as much as your customers
are prepared to pay for it.
Where customers buy your product. Right place,
right time…Shop versus Internet?
The tangibles that create trust and certainty when delivering a service.
Anyone that comes into contact with your customers will make an impression – Good or bad!
Find out what the customer wants and develop a product/service for them.
Are your sales, customer service and service / product delivery processes customer focused?
THE CUSTOMER
Strategy is…
Marketing strategy is…
Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage
Are we there yet?
Where are we going?
How will we get there?
Where are we now?
Objectives
•S•M•A•R• T
Mission
Corporate Objectives
Marketing Objectives
Grow revenue by 15% year on year over next 5 years
Increase Yorkshire market share to 17% by 2015 Grow average customer spend by 5% by 2014
Work alongside Managing Directors to put the customer at the heart of every business and make their SME’s more profitable by doing so!
The Marketing Environment
How will we get there?
Are we there yet?
Marketing is......
Market Resear
ch
PlanPromotion
Internal
External
Methods
Purpose
Trends
LawCustomer Groups
Competition
SWOT
PEST
Tech
Secondary Websites,
News, Accounts,
Govt Stats, Trade Press
Primary Surveys,
Focus groups,
Sampling, Interviews
The 4 M’sMenMoneyMachinesMaterials Market
Intelligence
Objectives
Vision
Purpose
Long Term
Short Term
Mission
Values
Goals
S.M.A.R.T
Operational
Profit (£)
Volume
Market
Share?
Who?
What?
Why?
Where?
How Much
?
Customer
groups
Products
Services
Benefits
Added Value?
Online
Retail
Outlet
Wholesale
Budget
Branding
Database
Advertising
PR
Sales Promoti
on
Personal Selling
OnlineNetworki
ngPrint
Pricing
© Alex Beardsley Talk Direct Marketing 2012
Any questions?
Visit www.talkdirectmarketing.co.uk
For more marketing resources and information….
Credits and Copyright
Thanks to for use of images and information:http://www.youngwebbuilder.com/what-is-swot-analysis/
http://skukre1.wordpress.com/2010/06/22/framework-%E2%80%93-growth%C2%A0strategies/
http://www.leadformix.com/blog/2012/08/marketing-budget-martoons/
Contact me....I love to chat,
especially about all things
marketing!
Tweet me:@Alextalksdirect
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