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Marketing for a New Company. EDUC 517 Tech Created by, Jenna Coleman & Kyle Hills. Define Your Company:. What is it? What does it do/produce? Define specifics: size, location, etc. Use your marketing research in step 1 to further decide the details of your company.

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Marketing for a new company

Marketing for a New Company

EDUC 517 Tech

Created by, Jenna Coleman & Kyle Hills


Define your company
Define Your Company:

  • What is it?

  • What does it do/produce?

  • Define specifics: size, location, etc.

  • Use your marketing research in step 1 to further decide the details of your company.


Market your new company
Market Your New Company

  • Step 1: Market Research

  • Step 2: SWOT Analysis

  • Step 3: Customer Segment Research

  • Step 4: Design/Build your Brand

  • Step 5: Advertise your Brand

  • Step 6: Relay/Communicate your New Company


Marketing research
Marketing Research

  • Primary Research

    • Survey

    • focus group

    • observation, experimental

  • Secondary Research

    • Online Databases


Step 1 marketing research
Step 1: Marketing Research

  • Explain the primary research methods your group would use if you were to actually conduct marketing research for your company & explain why.

  • Conduct secondary online marketing research for your Company.

    • Find what your clients, customers, or prospects would like about your company . What do they want or need from your product or service.


S w o t analysis
S.W.O.T. Analysis

  • Strengths

  • Weaknesses

  • Opportunities

  • Threats


Step 2 s w o t analysis
Step 2: S.W.O.T. Analysis

  • Thoroughly evaluate your company based on your secondary research in step 1 to find their possible strengths, weakness, opportunities, threats

  • Example Site:

    • www.hoovers.com


Customer segment research
Customer Segment Research

  • Geographic (ex. Local-be specific, national, global)

  • Demographic (ex. Age, gender, education, income)

  • Psychographic (personality, values, attitudes, interests)

  • Behavioral (what they “tend” to do)


Step 3 customer segment research
Step 3: Customer Segment Research

  • Research possible customer segments for your company/product.

  • Describe each segment by:

    • Geographic, demographics, psychographics, and any behavioral characteristics.

  • Define which customer segment you will focus on as your target market


Step 3 example sites
Step 3: Example Sites:

  • Geographic/Demographics:

    • www.melissadata.com/lookups/

    • www.freedemographics.com/

    • www.prb.org

    • www.fedstats.org

    • www.census.gov

  • Psychographics:

    • http://www.claritas.com/MyBestSegments/Default.jsp?ID=0&SubID=&pageName=Home


Building a brand
Building a Brand:

  • Create a Brand Name and Slogan

  • Product/Company Appearance (e.g. packaging & labeling)

  • Design a logo

  • Create a website

  • Determine appropriate product/service mix


Step 4 design build your company brand
Step 4: Design/Build your Company Brand

  • Design a name and slogan for your product/service

  • Create a Logo (may be drawn or created on computer)

  • Create a layout/computer sketch of what your website homepage will look like


Advertising
Advertising

  • Newspapers

  • Television

  • Direct Mail

  • Magazines

  • Outdoor (flyers, stands)

  • E-Mail

  • Internet (search engine optimization)

  • Blogs

  • Radio


Step 5 advertise your brand
Step 5: Advertise your Brand

  • Research different advertising options that have worked for your product/service category

  • Use this information to decide on which major media types you will use to advertise your product.

  • Create an estimated budget for advertising

    • Make sure to allocate resources appropriately to best reach your target market

  • Example Research Sites:

    • Radio and TV Commercials: www.youtube.com

    • Print Ads: www.adage.com


Marketing communications
Marketing Communications:

  • Sales Promotions:

    • Coupons, refunds/rebates, price packs, premiums, loyalty rewards, contests/sweepstakes

  • Professional Selling:

    • Personal selling philosophy, define best product/service attributes

  • Public Relations

    • Press relations, product publicity, public affairs, lobbying, investor relations, development


Step 6 relay communicate your new company
Step 6: Relay/Communicate your New Company

  • Pick 1 of the marketing Communications that you feel is most appropriate for your company/product

  • If you select sales promotion: design a coupon, rebate, loyalty rewards program, or a contest/sweepstakes to go along with your product.

    • Try Google image search for examples (coupons especially)

  • If you select personal selling: define a selling philosophy that your group would use to sell your service/product, along with strong selling points of your service/product.

    • For help to develop your selling philosophy: www.inddist.com/article/164409-What_s_your_sales_philosphy_.php

  • If you select Public Relations: create a press release about your new product/service to be distributed to the appropriate media (e.g. newspaper, internet through search engine optimization

    • For help in developing your press release: www.prurgent.com/press_release_help.htm


Project reflection
Project Reflection:

  • Individuallyvisit this website & complete survey:

    • www.surveymonkey.com/s.aspx?sm=f73KxOCoOhi0GV4mGavRQg_3d_3d

  • Once you have completed this survey you have completed this project.


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