ITEC0722: Mobile Business and Implementation: Mobile Marketing

Suronapee Phoomvuthisarn, Ph.D.suronape@mut.ac.th

Mobile Marketing• What is “Marketing “?

– Def: กิ�จกิรรมส่�งเส่ร�มกิารขายเพื่��อให้�ยอดขายด�ข��น– Aim: to know and understand the customer so well the product or

service fits him and sells itself. The aim of marketing is to make selling superfluous.

Drucker, P.

– Compared to selling (กิารขาย)?• Selling focuses on the needs of the seller, marketing on the needs of the buyer.

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• Mobile marketing is ..– Def: marketing on or with a mobile device, such as a smart phone.

Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.

Characteristic of Mobile Devices

• Mobile devices are always turned on• Mobile devices are always carried by

consumers• Mobile devices are personal and rarely shared

with another person

Benefits of Marketing on Mobile Devices

• Reaching new audiences (total sales increased)• Direct marketing messages.!!!!• Easy tracking the effectiveness of mobile

marketing campaigns• Inexpensive content.

Marketing Plan

Marketing Plan Versus Business Plan

• Both plans (if separated) generally encompass:– Executive Summary– Company Profile (Overview) – corporate goals, etc.– Other topics, depending on the focus of the

company and the plan..

• However, a marketing plan also includes comprehensive details about Market Analysis and Marketing Strategy

Preparing a Marketing Plan

• Market Analysis– Market Situation Audit– Marketing Research– Competitive Analysis

• Market Strategy– Marketing Objective– Marketing Strategy– Marketing Goal– Marketing Activity

Market Analysis• The following are some of the areas to be investigated or questions

to be asked in the market analysis as suggested by Drucker.

– Who buys?– Who is the non-customer? Why does he not buy our products?– What share of the customer’s total spending?– Where is it bought?– What is it being bought for?– What does the customer buy altogether?– What do customers—and non-customers buy from others? What

satisfaction do they give that they cannot get from our products?– What product or service would fulfill the satisfaction areas of real

importance—both those we now service and those we might serve?– Who are our non-competitors—and why? (Note: Who else might

enter the industry and become our competitor?)

Market Situation Audit• Market characteristics – Market size– Market growth rate

• External & internal analysis (SWOT, for example)– Internal analysis (Strengths and Weaknesses)

• 12M – market reputation, money, manpower, mental agility, morale, management, monitoring, motivation, mores, machines, materials, movement

• Product/service, marketing/competition, management– External analysis (Opportunities and threats)

• TEMPLES – Technology, economy, market, politics, law, environment, society

Marketing Research

• Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information.

• Market research, as a sub-set aspect of marketing activities, can be divided into the following parts:– Primary research (also known as field research)

• telephone, e-Research, questionnaire, street interview, product testing , customer panels or focus group

– Secondary research (also referred to as desk research)

How to Conduct Marketing Research

• The marketing research process spans a number of stages, including – the definition of a problem, – development of a research plan, – collection and interpretation of data and– disseminating information (formally in the form of

a report).

Competitive Analysis• Market segmentation– Mass market, local market, individual market, niche

market• Customer segmentation– Geographic, demographic, behavioristics

• Product life cycle• Relative market share• Competition intensive– Competitor’s strategy– Porter’s 5 forces model

Product Life Cycle

Porter’s 5 forces model

Market Strategy

Marketing Objective• Marketing objectives should be clear and concise,

realistic and inherently challenged.• For example– เพื่��มยอดขาย …– เพื่��มผลตอบแทนต�อกิารลงท น…– เพื่��มส่�วนแบ�งตลาดเพื่��อให้�เป็#น … ในธุ รกิ�จ…– เพื่��มป็ระส่�ทธุ�ภาพื่ในกิารกิารกิระจายส่�นค้�า เพื่��อให้�ล(กิค้�าเข�า

ถึ�งส่�นค้�าได�รวดเร+ว• They can be obtained from the information of– Corporate strategy– All market opportunities from Marketing analysis

Marketing Strategy

• Product-Market Growth Matrix• Marketing Mix– 4 P’s: products, price, places, promotion

Product-Market Growth Matrix

Product-Market Growth Matrix (2)• Market penetration: Market penetration occurs when a

company enters/penetrates a market with current products.

• Product development: A firm with a market for its current products might embark on a strategy of developing other products catering to the same market.

• Market development: An established product in the marketplace can be tweaked or targeted to a different customer segment, as a strategy to earn more revenue for the firm.

• Diversification: Companies that dominant in one specific market can branch out into new markets to provide a new line of products that differ from their existing stock.

Marketing Mix (4P)• P1:Product

– the Product typically include discussions of product variety, quality, design, features, brand name, packaging, sizes, services, warranties and returns.

“The customer rarely buys what the business thinks it sells him. One reason for this is, of course, that nobody pays for a ‘product.’ What is paid for is satisfaction.” Drucker

Marketing Mix (4P) (2)

• P2:Price– Identify: (1) cost plus, (2) competitive price, and

(3) standard price

• P3:Place• P4:Promotion– The promotional element of the Marketing Mix

generally consists of sales promotion, advertising,, direct mail, and the Internet, etc.

Marketing Goal

• Identify marketing goal (เป็,าห้มายกิารตลาด)– SMART• Specific, Measurable, Achievable, Realistic, Time

– For example • total sale or percentage of market share of your target

market

Marketing Activity

• Project or activity name• Objective• Goal• Budget• Schedule• ….

Marketing Activities on Mobile Devices

• SMS marketing• MMS• Push notifications• App-based marketing• In-game mobile marketing• Mobile web marketing• QR codes• Location-based services

แผนกิลย ทธุ- (Strategic Planning)

ประเด็�นวิเคราะห์

วิ�ตถุ�ประสงค ทางการตลาด็

กลยุ�ทธ์ การตลาด็

เป�าห์มายุ

แผนป็ฎิ�บ/ต�กิาร (Tactical & Operational Planning)

ชื่��อโครงการ /กจกรรม

วิ�ตถุ�ประสงค ทางการตลาด็

กลยุ�ทธ์ การตลาด็

เป�าห์มายุ

งบประมาณ

ก#าห์นด็การ

Task

• If you are the owner of a mobile apps development company, think of one application you want to offer to the IST faculty.

• Write a marketing plan for it.• Give 5 minutes presentation in the class.

Reference• http://www.processexcellencenetwork.com/innovation/columns/peter-dr

ucker-on-sales-and-marketing/

• http://www.imgrind.com/benefits-of-mobile-marketing/ • http://mobithinking.com/best-practices/10-mistakes-mobile-marketing • http://en.wikipedia.org/wiki/Mobile_marketing • http://mindgayro.com/sheet/MKT2.pdf • http://www.mywebschool.com/blog/mobile-marketing-for-tourism/ • http://community.tradekey.com/article-237/

ProductMarket_Growth_Matrix.html • http://www.processexcellencenetwork.com/innovation/columns/peter-

drucker-on-sales-and-marketing/ • http://en.wikipedia.org/wiki/Marketing

• ว�ธุ�เข�ยนกิารตลาด Writing a Marketing Plan, ดร. กิานต-ส่ ดา มาฆะศิ�รานนท-, 2012

Question??