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Class 3

Class 3. Sales & Marketing. Today’s Drucker. The purpose of a business is to create and keep a customer. Sales & Marketing. Product/Service. Sales (Revenue): Money received for selling product or service Source of funds for business operations

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Class 3

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  1. Class 3 Sales & Marketing NBC1 2008, (c) 2008　Jay A. Smith

  2. Today’s Drucker The purpose of a business is to create and keep a customer. NBC1 2008, (c) 2008　Jay A. Smith

  3. Sales & Marketing Product/Service • Sales (Revenue): • Money received for selling product or service • Source of funds for business operations • Basis for business existence • Marketing: how company gets sales selection, pricing, promotion and distribution of products/services to customers Customers COMPANY Money NBC1 2008, (c) 2008　Jay A. Smith

  4. Competitors Channel Customers ___ Company Suppliers Collaborators 協力者/協業者 Substitutes “5th C” Marketing and 4 C’s & 2 S’s NBC1 2008, (c) 2008　Jay A. Smith

  5. Who are your customers (or target customers)? How many potential customers are there? What are their characteristics? Age, sex, wealth, education, hobbies, work, is it one person? What are their goals, desires, needs, wants? How do they buy? What do they think about? Where do they get information? Who influences them? What is important to decide (price, features) When do they buy (seasonal products, bonus season) When do they pay? Marketsegment = group of similar customers Broad market = U.S. Market, Software Market Narrow market segment = left-handed golfers Customers NBC1 2008, (c) 2008　Jay A. Smith

  6. Marketing Universe • Product/Service (what) • Market (where, who) • Location (U.S.,Japan,鹿児島市) • Gender (male, female) • Age (<21, 21-35, >70,子供…) • Activity (ski, golf, travel) • Preference (和風、洋風、辛口） • Application (how, why) • New application for a keitai • New application for a tree Ｐｒｏｄｕｃｔｓ Ａｐｐｌｉｃａｔｉｏｎｓ Ｍａｒｋｅｔｓ NBC1 2008, (c) 2008　Jay A. Smith

  7. Jaguar In Pink Takako Tanaka O Wealthy, Single, Women O O O O Wealthy, Single, Men O O O O O O O O O O O O O Example Consumer Market Segmentation & Positioning Automobiles Classy Car Zoom Safe American Single Women Single Men Younger Families Older Families Older Drivers NBC1 2008, (c) 2008　Jay A. Smith

  8. Business Market Segmentation How Many 1 Microsoft Fortune 500 500 Large Businesses ~ 10-20,000 Medium Businesses 9 million Small Businesses >1 person 1-person companies 10 million total All U.S. Businesses NBC1 2008, (c) 2008　Jay A. Smith

  9. Consumer & Business Markets Google? Haagen-Dazs Microsoft Nike Intel Dell Uniqlo Product HP Starbucks GE Sony Bloomberg Hair Salon Amazon Askul ヤマト Service eBay Secom Business/Industrial Market Consumer Market NBC1 2008, (c) 2008　Jay A. Smith

  10. Product/Service Customers COMPANY Money Product/Service User COMPANY Other Service Money Sponsor 3rd Party Business Model NBC1 2008, (c) 2008　Jay A. Smith

  11. Sales/Buying Cycle Awareness => Interest => Trial =>Purchase => Repurchase Hear About Curious Try Buy Keep Using This Exists Educate Test Use it KeepBuying Repeat customers are key to business success NBC1 2008, (c) 2008　Jay A. Smith

  12. Industry/Market Life-Cycle SALES Awareness  Interest  Trial  Purchase  Repurchase Emerging Growing Maturing Declining TIME NBC1 2008, (c) 2008　Jay A. Smith

  13. Technology Adoption Life Cycle Chasm Main Market Financial Services Academics Tech. Fans Innovators Laggards Early Majority Early Adopters Late Majority Time Examples- Internet Geoffrey Moore, Crossing the Chasm NBC1 2008, (c) 2008　Jay A. Smith

  14. 4Ps – “Marketing Mix” • Product (what do we make) • Place (where do we sell it) • Price (how much we sell it for) • Promotion (how we communicate about it) NBC1 2008, (c) 2008　Jay A. Smith

  15. Product • What is our product and/or service • Physical/tangible – alarm, software, newspaper, coffee • Intangible – security, insurance, information, experience • Why do people buy it • What does it do? • How is it used? • Does it need something else? • One-time or consumable? • Packaging (box, label, information, customer experience) • Positioning • How different is it (perceived) from other products? • What is my brand image/strength NBC1 2008, (c) 2008　Jay A. Smith

  16. Place – Where do I sell? Choosing the Channel, Supporting It • How many potential customers are there? • Can I easily identify customer? • How expensive is my product? • How many products can I sell one customer? • How powerful, or valuable are the resellers? • Are there many resellers that compete? NBC1 2008, (c) 2008　Jay A. Smith

  17. Price Issues • What does it cost to produce? (floor) • Cars, Soda, Computers • Pharmaceuticals, Software • How much value does it have to customer? (ceiling) • How many can I sell at each price? • How many customers are there? • How much competition is there? • Is it easy to compare with other prices? • How much better is my product? • Does price fit with my positioning? NBC1 2008, (c) 2008　Jay A. Smith

  18. Margin Price & Margin Price to customer Price to Channel Cost NBC1 2008, (c) 2008　Jay A. Smith

  19. Promotion NBC1 2008, (c) 2008　Jay A. Smith

  20. Promotion (communications, “selling”) • Advertising • Push (direct mail, email) • Is each customer readily identifiable? • Pull (TV, radio, poster, newspaper, some banner ad) • Can’t readily identify individual customers • Internet can be push or pull • Chirashi? • Public Relations • Investor Relations • Intel Case Examples • Motorola: 13 Wall Street Journal Ads • Intel: 6% rebate = 4% up to 66% of Print, 2% up to 50% of TV/radio NBC1 2008, (c) 2008　Jay A. Smith

  21. Visual Aids NBC1 2008, (c) 2008　Jay A. Smith

  22. Humor in Advertising NBC1 2008, (c) 2008　Jay A. Smith

  23. Packaging Functionality NBC1 2008, (c) 2008　Jay A. Smith

  24. Product Positioning Promotion NBC1 2008, (c) 2008　Jay A. Smith

  25. Promotion & Market Segmentation Promotion Media Direct Mail Taro Tanaka Overweight, Athletic, Beer-Drinking Men, Who care about their figure Fitness Magazine Targeted Poster Overweight, Athletic, Beer-Drinking Men Football Broadcast Overweight Athletic Men Train Poster Overweight Men Night TV Men People TV NBC1 2008, (c) 2008　Jay A. Smith

  26. Women, buy ALL the stuff 1 Women buy or influence the purchase of nearly all consumer products and an increasingly high percentage of business related products 1 Tom Peters, author of In Search of Excellence NBC1 2008, (c) 2008　Jay A. Smith

  27. Next Class 5月27日 • Regional Goods Marketing Project Presentation NBC1 2008, (c) 2008　Jay A. Smith

  28. Region Marketing Project • Group project 1-2 people • Pick product/service from Kagoshima or home region/country • Pick a target market • Develop company sales/marketing/branding promotion • 5/月27日 presentation (powerpoint, poster, or other) • Presentation: 5分 • Q&A and advice: 2-5分 • English Preferred NBC1 2008, (c) 2008　Jay A. Smith

  29. Mercedes Benz, BMW Fendi, Versace Victorinox Rolex, Omega Seiko, Casio Elvis Presley Gekkeikan, Kikkoman Glenlivet, Chivas Regal Jack Daniels Jamieson German Car Italian Clothing Swiss Knife Swiss Watch Japanese Watch American Rock & Roll Japanese Sake, Soy Sauce Scotch Whisky Tennessee Whiskey Irish Whiskey Famous “Country” Products NBC1 2008, (c) 2008　Jay A. Smith

  30. Guinness = Ireland = Genius? • + Alcohol as Product • Easy to label, package • Niche-ability • Easy trial • Consumable • Addictive • Social pressure • Challenges • Advertising Costs • Channel Strength • Social pressure 159 国に 36.5億 本　per year NBC1 2008, (c) 2008　Jay A. Smith

  31. Region Goods/Service Promotion Project • Product/service: • Company/brand: • Customer target & size: • Promotion message: • Place: • Channel: • Competition: • Price: • Collaborators: + ADVERTISEMENT Sample NBC1 2008, (c) 2008　Jay A. Smith

  32. Promotion Project • Kagoshima fresh tonkatsu • Big Pig Ka-ton • Japanese tourist hotels (200?) • Japan’s juiciest tonkatsu • Trade fair, magazine, site visits • Direct (sales force) • Kumamoto Ton, Nissin • Slight premium • Kagoshima pig farmers 会 • Product/service: • Company/brand: • Customer target/size: • Promotion message: • Place: • Channel: • Competition: • Price: • Collaborators: NBC1 2008, (c) 2008　Jay A. Smith

  33. TM BIG PIG KA-TON So Fresh You Think It Can Fly NBC1 2008, (c) 2008　Jay A. Smith

  34. Fit – Is this the Right Match? • Opportunity • Environment (4Cs) • Marketing Mix (4Ps) • Selling/Buying Cycle (Goal) • Promotion Message & Strategy • Business Model NBC1 2008, (c) 2008　Jay A. Smith

  35. Books 競争の戦略 by マイケル・E. ポーター 日本の競争戦略 by マイケル・E. ポーター , 竹内 弘高 キャズム by ジェフリー・ムーア フォーカス―市場支配の絶対条件 アルby リース パーミションマーケティング―ブランドからパーミションへ byセス ゴーディン ネットビジネス戦略入門 by パトリシア シーボルト Video ペイ・フォワード  with ケビン・スペイシー ビッグ・チャンス with ケビン・スペイシー Glengarry Glen Ross with ケビン・スペイシー WWW Entrepreneur.com Suggested Readings NBC1 2008, (c) 2008　Jay A. Smith

  36. Class 4: Marketing Presentations NBC1 2008, (c) 2008　Jay A. Smith

  37. Region Goods/Service Promotion Project • Product/service: • Company/brand: • Customer target & size: • Promotion message: • Place: • Channel: • Competition: • Price: • Collaborators: + ADVERTISEMENT Sample NBC1 2008, (c) 2008　Jay A. Smith

  38. Fit – Is this the Right Match? • Opportunity • Environment (4Cs) • Marketing Mix (4Ps) • Selling/Buying Cycle (Goal) • Promotion Message & Strategy • Business Model NBC1 2008, (c) 2008　Jay A. Smith

  39. Stealing a “Country’s” Product Emphasize the Difference, Don’t Hide It! NBC1 2008, (c) 2008　Jay A. Smith

  40. Advertisement Discussion • Product/Service • Target Market • Medium • Value Proposition • “Message” • Buying Cycle NBC1 2008, (c) 2008　Jay A. Smith

  41. Product Made at factory Can be copied Quickly becomes old Brand Purchased by Customer “Unique” Timeless Product vs. Brand Stephen King, WPP London NBC1 2008, (c) 2008　Jay A. Smith

  42. Homework: Dell Online Case Issues to Think About • Company History and Choices • Industry & Competition • Products • Customer/Market Segments • Pricing • Channel/Operations • Competitive Advantage • Case questions & decisions NBC1 2008, (c) 2008　Jay A. Smith

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