Course in non profit and public marketing
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Course in non-profit and public marketing. Lecture 3 Marketing tools and techniques in a non-profit world. First lecture: Three sectors. Government. Private sector. Third sector. First lecture…. Differences and similarities between profit and nonprofit marketing Similarities

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Course in non profit and public marketing

Course in non-profit and public marketing

Lecture 3

Marketing tools and techniques in a non-profit world


First lecture three sectors

First lecture: Three sectors

Government

Private

sector

Third

sector


First lecture

First lecture…

  • Differences and similarities between profit and nonprofit marketing

  • Similarities

    • Marketing is always a relevant discipline when you have to influence the behaviour of others

    • (Fisherprice and Save the Children shared quite a few techniques to touch their readers)


First lecture continued

First lecture (continued)

  • Differences

    • Marketing has had a particularly bad image in Non Profit circles

    • Little tradition for marketing research and ressources for this

    • Often controversial or taboo topices

    • Huge sacrifices are often demanded

    • Or issues to which the public is indifferent


Last time danish red cross

Last time: Danish Red Cross

  • Marketing task:

    • Getting media attention.

    • Getting the publics attention

      • Danish families living on food rationing as in real relief work

      • Disaster vs. Sneaking Disasters

    • Getting ideas and doubting if they were right (sex in ads, suffering children in ads)

  • Ambivalence towards marketing

    • “I don’t believe in branding”…

    • (Is branding just hot air?)


Today

Today

  • Market orientation

  • Marketing tools and techniques in a non-profit context:

    • the marketing plan

  • Exercise: Non-profits missions and visions


Market orientation

Market orientation

Definitions:

The aim of marketing is to “sensitively serve the consumers and society at large” Kotler and Andreasen

  • “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably” The Chartered Institute of Marketing, UK


Marketing as an add on or as a philosophy

Marketing as an add-on or as a philosophy

M

M


Customers

”Customers”


Advantages of marketing

Advantages of marketing

Marketing can:

  • Improve the levels of customer satisfaction

  • Assist in the attractions of resources

  • Define an organisations distinctive competencies, add value, refine those competencies

  • Offer a systematic approach to researching needs, setting objectives, planning to meet those objectives, and help the instigation of formal control activites to ensure minimal waste of resources.


The marketing plan

The marketing plan

  • Vision statement

  • Mission statement

  • Organisational Objectives

  • Marketing Audit

  • Marketing Objectives

  • Marketing Strategies

  • Marketing Tactics

  • Budget

  • Scheduling

  • Monitoring and Control


Vision

Vision

  • Which kind of society would the society like to see? (Sargeant, 2009 .p. 81)


Mission

Mission

  • ”raison d’être”

  • The customer groups that will be served

  • The customer needs that will be met

  • The technology that will be employed in satisfying these needs

    “Aim”, “purpose” or “philosophy”

  • Absence of figures

  • What the organisation wishes to achieve

    (Sargeant, 2009, p. 81-82)


The marketing plan1

The marketing plan

  • Mission statement

  • Organisational Objectives

  • Marketing Audit

  • Marketing Objectives

  • Marketing Strategies

  • Marketing Tactics

  • Budget

  • Scheduling

  • Monitoring and Control


The marketing planning process

The marketing planning process

  • Where are we now?

  • Where do we want to be?

  • How will we get there?


The marketing audit

The marketing audit

  • Question 1. Where are we now?

  • ”Assess yourselves and your opponents” Sun Tzu, The Art of War

  • ”A systematic attempt to gather as much information as possible about the organisation and its environment, and how these might both be expected to change and develop” (Sargeant, p. 83, 2009)


The marketing audit1

The marketing audit

  • PEEST analysis

  • Competitor analysis

  • Collaborative analysis

  • Market analysis

  • Analysis of publics

  • Analysis of own organisation


Peest

Peest

  • Political

  • Economic

  • Environmental

  • Socio-cultural

  • Technological


Analysis of competitors

Analysis of Competitors

  • Competitors for resources

  • Competitors for provision of nonprofit services

  • Organisations with competing missions

  • Competitor analysis:

    • Contact details of each competitor

    • Size and geographic location(s)

    • Financial performance

    • Resource capabilities

    • Past strategies

    • Tactical marketing mixes employed

    • Key alliances formed


More marketing audit

More marketing audit

  • Collaborative analysis: who can we profit from working with?

  • Market analysis: in which market do we operate (from our own perspective, the perspective of our stakeholders)

  • Analysis of Publics: ressource allocation and ressource acquisition


Life cycle matrix

Life cycle matrix

Strong Average Weak

Early development

Take-off

Rapid Growth

Competitive shake-out

Maturity

Market saturation

Stagnation/decline

A

B

B

C

E

D


Swot summary and analysis of marketing audit

SWOT (summary and analysis of marketing audit)

  • What are the strengths of the organisation?

  • What are its weaknesses?

  • What are the main opportunities?

  • What are the major threaths facing the organisation?

    = where are we now.


The marketing plan2

The marketing plan

  • Mission statement

  • Organisational Objectives

  • Marketing Audit

  • Marketing Objectives

  • Marketing Strategies

  • Marketing Tactics

  • Budget

  • Scheduling

  • Monitoring and Control


Setting marketing objectives

Setting marketing objectives

  • Good marketing objectives are SMART:

    • Specific

    • Measurable

    • Achievable

    • Relevant

    • Timescaled

      Helge Kvam’s Goal for the Door-to-Door Collection:

  • 20.000 volunteers

  • Visit every Danish household

  • 20 million Danish kroner


Strategies

Strategies

  • Overall direction: develop new markets or penerate existing markets further.

  • Merger/collaborative strategy: Cooperation?

  • Competitive strategy: Or not?

  • Segmentation strategy: who?

  • Positioning strategy: How are we different?

  • Branding strategy: How do we sell ourselves?


Positioning

Positioning

Academic reputation

high

Deansville

Wardtown

high

low

Quality of life

Coinsville

Bloomsville

Beechley

low

Sargeant, 2009, p. 148-149


Positioning1

Positioning

Academic reputation

high

Deansville

Bloomsville

Wardtown

high

low

Quality of life

Coinsville

Bloomsville

Beechley

low


Tactics

Tactics

The 4 P’s (the marketing mix)

  • Products/Services

  • Price (entrance fees, service charges, donotions, contributions, etc.)

  • Place

  • Promotion


Next time

Next time…

  • Communication campaigns.

  • What is communication?

  • ”When bad ads happen to good causes”

  • Please read Chapter 5 in Sargeant’s book.


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