Factors impacting

Marketing StrategiesMarketing Strategies

Luis Alberto GamarraLuis Alberto GamarraExecutive DirectorExecutive Director

Karl SchmackKarl SchmackExecutive DirectorExecutive Director

Ely TorresinEly TorresinPresident Brazilian BNC AssociationPresident Brazilian BNC Association

Cali, ColombiaJuly, 2010

3

What is there to share?What is there to share?CONTENT

• Introducing you to Marketing Strategy

• Developing a Marketing Strategy

• Implementing a Marketing Department at your BNC

• Presenting succesfull Marketing cases

7

What is a Marketing Strategy?“A marketing Strategy is a process shaped by your overall business goalsis a process shaped by your overall business goals,

which summarizes your institution’s services and position, designed to achieve a designed to achieve a sustainable and unique competitive advantagesustainable and unique competitive advantage over your competition, in in

order to satisfy customers needsorder to satisfy customers needs”

HIEBING, R. y COOPER, S.

Positioning strategies Targeting Act of evaluating, selecting and evaluating, selecting and

concentratingconcentrating on those segments that the organization can serve most effectively

Target audience Target audience - group at whom the organization specifically aims its social marketing efforts

Attribute positioning (Highlights attributes of product)

Use/application positioning (Claims product as best for application)

Benefit positioning (Highlight benefits to customer)

User positioning (Claims product best for group of user) Competitor positioning (Claims product better than competitor)

Quality/price positioning (Claims best value for price)

Why would I buy from you?Why would I buy from you?A Positioning Strategy results in the image you want to draw in the mind of your customers, the picture you A Positioning Strategy results in the image you want to draw in the mind of your customers, the picture you want him/her to visualize of you what you offer, in relation to the market situation, and any competition you want him/her to visualize of you what you offer, in relation to the market situation, and any competition you may have"may have"

Michael Porter

Dominance StrategiesANSOFF MATRIXANSOFF MATRIX

Strategic positioning means performing different activities from rivals’ or performing similar

activities in different ways

Generic Strategies

Growth Strategies

Strategies for the leaderStrategies for the leader Strategies for the challengerStrategies for the challenger Strategies for the followerStrategies for the follower Strategies for the nicherStrategies for the nicher

Developing Marketing Strategies

8

Is the act of designing a set of meaningful differences to distinguish the company's offering

from competitor's offerings

Differentiation:

Target Market

Positioning is the result of differentiation decisionsPositioning is the result of differentiation decisions

Marketing Mix Strategies: 7 Ps’

Market segmentation Act of subdividing a market

into distinct and meaningful distinct and meaningful subsetssubsets who might merit separate social marketing efforts Positioning StrategiesPositioning Strategies

Geographic Demographic Psicographic Behavioralistic

People living in the city of Santa Cruz,between the ages of 15 to 25, belonging to a middle to upper class,looking to improve their livesand into technology.

Trustworthy Experienced US related Certificate validity Most recommended Social Relations

Captura Consulting study.

TARGETTARGETMARKETMARKET

PRODUCTPRODUCTCustomer needsCustomer needs

PRICEPRICECost to the userCost to the user

PLACEPLACEConvenienceConvenience

PROMOTIONPROMOTIONCommunicationCommunication

Low cost (operation) Low price (massive)

Differentiation (Innovation &

Technology)

Service Marketing Mix: 7 Ps’Service Marketing Mix: 7 Ps’

TARGETTARGETMARKETMARKET

PRODUCTPRODUCTCustomer needsCustomer needs

PRICEPRICECost to the userCost to the user

PLACEPLACEConvenienceConvenience

PROMOTIONPROMOTIONCommunicationCommunication

Product or Services: Detail all the features, functions and

attributes to meet the customers' needs.

Differentiate your product with design, features, packaging, warranties, etc.

Price: • Competitive pricing• Cost - oriented strategy• Value pricing

Place: How to reach the customer?Looking at location and where a service

is delivered.

Promotion: The function of promotion is to affect the

customer behavior in order to close a sale:

• 5 elements: advertisement, public relations, sales promotions, direct marketing and personal selling

P2P 25% Newspaper 25% e-MKT 15% Facebook, etc TV 10%

Modern Methodology High Quality Teachers Convenience Schedules Institutional Prestige Infrastructure & Technology Extra-curricular activities US related Trustworthy

Service Marketing Mix: 7 Ps’Service Marketing Mix: 7 Ps’People: An essential ingredient to any service

provision is the use of appropriate staff and people, if you want to if you want to obtain a form of competitive obtain a form of competitive advantage.advantage.

Happy, skilled and motivated staff make happy customers!

Process: The processes involved in delivering

your products and services to the customer have an impact on the way in which your customers perceive you

Physical evidence:Physical evidence is a term used to

describe the type of image that your business portrays through its physical presence, namely its premises, the appearance of its staff, premises, the appearance of its staff, its vehiclesits vehicles, etc.

Positioning strategies

Dominance Strategies

Generic Strategies

Growth Strategies

Factors impacting Marketing Strategies

11

Target Market

Marketing Mix Strategies: 7 Ps’

Implementing a Marketing Department at your BNC

Karl SchmackExecutive Director

Cali, ColombiaJuly, 2010

DO YOU HAVE a MARKETING

DEPARTMENT in YOUR BNC ??

Why have a Marketing Dept ?

• To develop and implement your business strategy• To understand the needs of your target audience• To develop new business opportunities• To implement your communication and

promotional strategy• To drive Sales• To enhance your brand equity and strengthen

your competitive advantage

Basic Structure of a Marketing Dept.

• Business Strategy• Brand Equity• Sales

Marketing Director Brand Manager Sales Team

INTERNAL STRUCTURE

• Consumer Research• Communication Strategy• Publicity

Research Agency Advertising Agency Public Relations Agency

EXTERNAL STRUCTURE

CCCN Marketing Dept. 2005

Ad Agency

PR Agency

Research Agency

CCCN Marketing Dept. 2009

Ad Agency

Research Agency

Manages Advertising, P.RWeb & Web 2.0

Sector Specific

Commercial AdvisorsAd Agency

Research Agency

Product Leader (Adulto Tradicional)

Product Leader(Adulto Tecnología)

Product Leader(Jóvenes-

Universitarios)

English Now Advanced Program Español Biblioteca Mark Twain CCCN Jobs y Bolsa de

Empleo en Línea Parauniversitario

Speak Plus ESP (Language Skills,

Tourism, etc) TOEIC, TOEFL y otras

pruebas IT Training Center y

Laboratorios Multimedia

Net Library

Teens Xtreme, First Steps, Traveling &

Learning Charlas y Cursos de

USE Education USA

Product Leader´s Portfolio

Final Recomendations

• Develop the organisational structure that is right for you

• Start one step at a time• Develop your organisation over time• Define clear objectives and job descriptions for

each function• Analize which functions you want to out-source or

in-source

Successful MarketingCases

Ely TorresinPresident Brazilian BNC

Association

Cali, ColombiaJuly, 2010

Successful BrazilianMarketing Cases

Case 1

Franca - SP

CCBEU KIDS

Definition:A marketing approach totally focused onA young audience – KIDS.

Differentials:

• Recreated brand;• Relevant facilities;• Specialized team;• Age focused.

CCBEU KIDS

CCBEU KIDSCCBEU KIDS

CCBEUCCBEU

CCBEU KIDSFront DeskFront Desk

CCBEU KIDSClassroomClassroom

CCBEU KIDSClassroomClassroom

CCBEU KIDS

Results obtained:Growth of 240% in the age group within 2 years of project.

• 2008 – 70 students (7-10 y/o)• 2010 - 170 students (3 – 9 y/o)

Successful BrazilianMarketing Cases

Case 2

Goiânia - GO

English Express

ENGLISH EXPRESS

Definition:An aggressive marketing approach totally focused on ADULTS.

Differentials:

• Adults only (18+);• Faster results;• Flexible schedule;• Flexible Chronogram;

ENGLISH EXPRESS

Marketing Differentials:

• Aggressive pro-active approach;• Telemarketing;• Off-site visits;• “On-demand” groups;• Specific software.

ENGLISH EXPRESS

Results obtained:

• Growth of 80% in the total number of students;• Better cost / benefit of facility’s usage (more

classes);• Greater cash flow (enrollments every month).

Successful BrazilianMarketing Cases

Case 3

Casa Thomas Jefferson Brasília DF

CTJ IN SCHOOL

CTJ in School

Definition:Provide CTJ English courses in Elementary & Secondary Private Schools.

Marketing Approach:

• Establish a CTJ Unit within partner’s facilities;• Offer same programs - Identical Curriculum;• Same Teachers.

CTJ in SchoolAdvantages:

To parents:• Same safe environment;• Less transportation costs;• Recognized English Teaching quality;

To Partners:• 8% of total revenue• Association to a Recognized & Valued Brand

To CTJ• More revenue;• Improved brand value;• More market opportunities;• Great possibilities of growth without the demand

of new facilities

CTJ in SchoolAdvantages:

To CTJ• Increased number of students & revenue;• Improved brand value;• More market opportunities;• Great possibilities of growth without investment

in new facilities

CTJ in School

Results obtained:

• Growth of 3.200 students (21% of total revenue) without investments in infrastructure.

Thank You