Marketing Strategies

1. Marketing Strategies Dominique Xardel

2. «The only purpose of a business is to create a customer, … and to keep him or her» Peter Drucker

3. «Marketing is so basic that it cannot be considered a separate function» • «Business success is determined by the customer» Peter Drucker

4. What business are we in? • future goals • current strategy • assumptions • capabilities

5. Marketing todays keywords : • database marketing • direct marketing • direct selling • direct service • direct communication • loyalty marketing • one-to-one marketing • personnalized marketing • individualized company • one-to-one entreprise • profitable databases • customized strategies etc.

6. What is marketing? • marketing is the art of selling. • marketing is the science of buy-ology. • marketing is meeting needs profitably. • marketing is the art of producing profitable customers. • marketing is the science and art of identifying target markets for which your organization can design, communicate, and deliver a profitable and superior value proposition.

7. MARKETING is making it easier for your client to do business with you!!!

8. What kind of marketing? • Mass Marketing • Intelligence Marketing • Service Marketing • Personnalized Marketing • Involvment Marketing • One-to-one Marketing • Interactive Marketing • Cross Marketing • Internal Marketing … and so many others! A few examples: • Direct Marketing • Relationship Marketing • Database Marketing • Multichannel Marketing • Multilevel Marketing • Strategic Marketing • Marketing Management • Social (Societal) Marketing

9. A few key marketing rules... 1.finding the right customers 2. becoming better than everyone else 3. finding enough customers 4. motivation customers to take action 5. communication on a regular basis 6. making the sale

10. Innovate... • packaging • promotion • publicity • advertising • distribution

11. Innovate... • technology • positioning • pricing • merchandising • organization, management...

12. The circle of innovation • distance is dead • destruction is cool • you can’t live without an eraser • we are all Michelangelos • welcome to the White-Collar Revolution

13. The circle of innovation • It ’s a woman ’s world • Little things are the only things • Love all, serve all • We’re here to live life out loud Tom Peters

14. A few thougths about…management of innovation • innovation needs entrepreneurship • innovation is about communication • innovation is an entreprise of the entreprise

15. A few thougths about…management of innovation • innovation requires good project management • innovation needs a life cycle approach • innovation is more effective if carried out in networks

16. A few marketing exhortations... • Innovate or evaporate! • Delight customers! • Cut delivery time in half! • Outsource your activities! • Don’t lose a costomer! • Serve a segment of one!

17. Key issues in marketing strategies 1.Is the multichannel approach necessary? 2. How to develop networking, alliances? 3. What degree of control? 4. How much decentralization? 5. How to use sponsoring, multilevel approach? 6. What use of direct marketing techniques?

18. Key marketingplanning issues: 1.Whenshould planning bedone, how often, by whom, and how? 2. Is marketing planning different in a large and a smallcompany? 3. Is marketing planning different in a diversified as opposed to an undiversifiedcompany? 4. Is marketing planning different in an international as opposed to a domesticcompany? • ùù

19. Key marketing planning issues: 5.What is the role of the chief executive? 6. What is the role of the planning department? 7. Should marketing planning be top down or bottom up? 8. What is the relation between operational (one year) and strategic (long term) planning?

20. Marketing integration Need for balance: 1. short-term versus long-term problems and results 2. internal versus external pressures 3. continuing business versus new ventures 4. stable, well-understood action versus flexible, unfamiliar, risky action 5. thinking, analyzing, and planning versus getting in motion

21. Marketing: the demands on managers and leaders are changing... • the intellectual content of work is changing dramatically • organizations are struggling to improve their reaction time, the quality of their product and service, their real cost • managing requires more team skills

22. Marketing: the demands on managers and leaders are changing... • the needs of all stakeholders - employees, shareholders, customers, suppliers, governments, the community, the environment - are affecting business decisions • organizations must both compete across cultures and cooperate across cultures

23. The components of culture 1.Commitment:make individual and collective interests coincide 2.Competence:develop key skills 3.Consistency:attract and keep the right people

24. Sources of corporate identity: • managers • logotype • product • packaging • price • name • distribution channels • service

25. Marketing decisions • Market selection: how to segment the market? • Product: what type and range of services to offer? • Price: what price level and marging to set? • Distribution: what intermediaries to use if any? • Communication: what to communicate? how?

26. The 5 main advantages of the multi-channel service approach • market penetration • image • members service • flexibility • profit

27. The virtual dimension • Work is what you do, not where you go • The company: a box of contracts? • People working as independent contractors, for the same company • Challenge: make sure that virtuality brings benefits to all, and not just to a favored few

28. In the virtual organization 7 rules of trust: 1. trust is not blind 2. trust needs boundaries 3. trust demands learning 4. trust is tough 5. trust needs bonding 6. trust needs touch 7. trust requires leader

29. Trust and the virtual organization • How do you manage people? • Whom you do not see?

30. Measure and evaluation of marketing success Several attitudes: • to be fully aware of the evolution of my entreprise • to make full use of technology available

31. Measure and evaluation of marketing success • to understand what the customer wants, in expecting, how to satisfy him or her • to be able to get organized accordingly • to be able to attract some of the best people available in the market as managers, in order to implement such a strategy

32. A few new attitudes in management • working with people you do not see • trusting people you do not know • letting them work how they wish • training them thoroughly • setting up clear values

33. A few new attitudes in management • organizations don’t have tops and bottoms • great organizations have souls • organization need continuous care, not intervention cures • great organizations, once created, don’t need great leaders

34. The dilemmas leaders face • Long term vs. short term • customer loyalty vs. fast profit • rapid growth vs. cost controls • independence vs. interdependence • downsizing vs. creativity • hierachy vs. team building and networking

35. Managerial Skills • vision • versatility • insight • focus • persistence

36. Doing business in europe: key issues • the need to serve customers who take a european approach to business • each placing increasing demands and expectations on its suppliers • the globalisation of key accounts • the dismantling of traditional trade barriers and borders

37. Strategic marketing trends in Europe • strategic alliances • increasing concentration • customer concentration • new product development • new distribution policy • new marketing organization

38. 1.Revolution, not only change 2. Learning from failure 3. Action, action, action 4. Curiosity and fun 5. More learning and homework 6. Fighting dullness 7. Networking