aj maly pes vie nahnat ovce
TRANSCRIPT
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„Miloš Mrva 2013
Insights into marketing of SMEs
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„Miloš Mrva 2013
Marketing research and market analysis- Data mining :- About customers, competition, industryMarketing communication- Advertising, sales promotion, PR and
personal sales
Two perspectives of marketing
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„Miloš Mrva 2013
• Lack of formalised planning• Restricted scope and activity• Simplistic and random• Product and price orientation• Owner-manager involvement
Marketing in SMEs vs. large comp.
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„Miloš Mrva 2013
Top-down theory• Segmentation• Targeting• PositioningBottom-up practise (stages of targeting)• Identification of market opportunity• Attraction of an initial customer base• Expansion through more of the same
Marketing approaches
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„Miloš Mrva 2013
IndustryCompetitionCustomer
Marketing INFORMATION
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„Miloš Mrva 2013
Primary vs. secondary data• Personal research (product samples testing, questionaire
survey, interviews, group discussion)• Statistic data (geodemographic and economical
databases)• Competition information (mysteryshopping, observation,
free accesible data – websites, etc.)• Expert estimates
Marketing analysis
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„Miloš Mrva 2013
What is your industry? Where your sales activities take place?Definition of your market:• Product point of view• Geographic point of view• Information about market • Size, trends, biggest players (shares)...• Porter 5 forces• PESTLE
Industry and market
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„Miloš Mrva 2013
Porter 5 forces analysis model
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„Miloš Mrva 2013
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„Miloš Mrva 2013
• Direct and indirect competition• Different levels of competition• Geographic, product and customer aspect of
competition• Strenhts, weaknesses, product portfolio overview,
pricing...• Competitive edge – unique characteristic of your
business compared to the competition
Competition
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Miloš Mrva 2013
similar products similar target market
same fundamental solutions to the consumers’ needs - substitution
Budget competitionPotential competition
Everyone else
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„Miloš Mrva 2013
• Who is my typical customer?• criteria of segmentation, • Definition and description of 1 or more target
groups• Quantification – specific estimate of target group
size
Target groups
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„
Empathy map
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„Miloš Mrva 2013
Which is more?B2C vs. B2B
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„Miloš Mrva 2013
B2C vs. B2BB2C B2B
Product driven Relationship drivenMaximize the value of the transaction
Maximize the value of the relationship
Large target market Small, focused target marketSingle step buying process, shorter sales cycle
Multi-step buying process, longer sales cycle
Brand identity created through repetition and imagery
Brand identity created on personal relationship
Merchandising and point of purchase activities
Educational and awareness building activities
Emotional buying decision based on status, desire, or price
Rational buying decision based on business value
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„Miloš Mrva 2013
B2C shifting to B2B principles
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„Miloš Mrva 2013
B2C vs. B2BB2C B2B
Product driven Relationship drivenMaximize the value of the transaction Maximize the value of the relationship
Large target market Small, focused target marketSingle step buying process, shorter sales cycle Multi-step buying process, longer sales
cycleBrand identity created through repetition and imagery
Brand identity created on personal relationship
Merchandising and point of purchase activities Educational and awareness building
activitiesEmotional buying decision based on status, desire, or price
Rational buying decision based on business value
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„Miloš Mrva 2013
5 x
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„Miloš Mrva 2013
5 x more expensive
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„Miloš Mrva 2013
It Costs Five Times More to Acquire a Customer than to Retain a Customer
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„Miloš Mrva 2013
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„Miloš Mrva 2013
• Direct communication with potential and existing customers
• Important part of marketing and sales process in SMEs (especially in B2B)
• Cost of direct selling – key issue
• Cold calls vs. warm calls – power of references
Direct Selling
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„Miloš Mrva 2013
• Myths and legends• Negative perception of DS
• Pros and cons• Independence, responsibility for own results
Direct Selling
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„Miloš Mrva 2013
• E-mail : 1:1000 – 1:100 000 probability of positive feedback
• Phone : 1:100 – 1:1000• Personal sale : 1:5 – 1:50
E-mail vs. phone vs. personal sale
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„Miloš Mrva 2013
C R M
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„Miloš Mrva 2013
System of workSoftware solutionRecording and using of wide range of customer related information
CRM
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Outlook interface, automatic assignment of e-mails to current
Individual requirements coding
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Existing cust.(structure, purchase behavior)
Outgoing Why leaving?Leaving to competition?What would convince them to return?
New customers
What is the cost of aquisition of a new customer?
What is the pipeline ratio?
What is retention rate? What is retention costs? What is customer lifecycle looks like?
Pipeline
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Aj malý pes vie nahnať ovce.
Mgr.Miloš Mrva PhD. & Mgr.Peter Marcin 2013
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Marketing Communications
"Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers - directly, or indirectly - about the products and brands that they sell.„ – Philip Kotler (Marketing Guru)
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Marketing ≠
reklama !!!
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Aj malý pes vie štekať.
Mgr.Peter Marcin 2013
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Ak vie na koho šteká...
Mgr.Peter Marcin 2013
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Big Dog
Small Dog
Snoop DogMgr.Peter Marcin 2013
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Ako štekať???LacnoInakZaujímavoStorytellingEfektívneOnlineViralPR
a Vzťahy, vzťahy a vzťahy...
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BUZZ Emócia a dôvod o vás hovoriť...
Mgr.Peter Marcin 2013
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Kade štekať...
Mgr.Peter Marcin 2013
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Aj billboard môže zaujať...
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Aj leták...
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Alebo inýpútač...
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Guerrilla
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QR
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Try usualin the unusual way.
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Štekajte na nete.
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Must Use Social Media: Facebook, YouTube, Google Plus
Iné webové kanály: Blog, diskusie, fóra, portály...
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http://www.youtube.com/watch?v=vnOyMSEWNTs
Reklamné video
http://www.theworldsworstwebsiteever.com/http://www.dash.com.hk/http://gnewtcargo.co.uk/
Website
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Try AdWords a Analytics
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one of best VIRAL ever...
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Hand shake and business card.
amazing new social networking tool
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Cross promote with other local businesses.
Offer freebies.
and do
PR
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Word of mouth Podľa prieskumov 90% spotrebiteľov verí odporúčaniu, a len 14% reklame!
Mgr.Peter Marcin 2013
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Customers are people — not numbers.
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Develop relationships with your
customers...
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Marketingový plán vo vašich biznis plánoch
Competitive edge Marketing objectivesMarketing methodsFunding
Mgr.Peter Marcin 2013 – [email protected]