presentation 8: “marketing plan-section iii” marketing strategy

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PRESENTATION 8: Marketing Plan-Section III” Marketing Strategy MASTERS IN MARKETING & INTERNATIONAL BUSINESS JUAN ANTONIO CRUZ ALVARADO INSTITUTO CULINARIO DE MEXICO

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PRESENTATION 8: “Marketing Plan-Section III” Marketing Strategy. MASTERS IN MARKETING & INTERNATIONAL BUSINESS JUAN ANTONIO CRUZ ALVARADO INSTITUTO CULINARIO DE MEXICO. Suppliers Raw Material Manufacturer Transport Distribution Delivery Retailers Final Consumer - PowerPoint PPT Presentation

TRANSCRIPT

PRESENTATION 8:

“Marketing Plan-Section III”Marketing Strategy

MASTERS IN MARKETING & INTERNATIONAL BUSINESSJUAN ANTONIO CRUZ ALVARADO

INSTITUTO CULINARIO DE MEXICO

2.10 METHODS OF SALES AND DISTRIBUTION

Logistic Supply Chain

Suppliers Raw Material Manufacturer Transport Distribution Delivery Retailers Final Consumer Delivery (CEDIS)

Logistic and Distribution Sales and Customer Service

Stores or physical offices. Phone-call systems. Visiting your clients. Website system.

*Here you have to establish who are going to be your clients:

Ex: final customers, schools, supermarkets, convenience stores.

Tlaxcala Lagos Helados Toluca Lagos CPW Coatepec Ocotlán Cuatitlán

Chiapas Querétaro Lagos A y B Sta. María

Monterrey Veracruz

Puerto Vallarta Torreón Tijuana Tequesquináhuac CD del Sur San Luis Potosí

Puebla Ciudad Obregón Morelia Lagos de Moreno Mérida Villahermosa León

Guadalajara Culiacán Cancún Acapulco Toluca Querétaro

EXAMPLE11 Factories with 21 CEDIS

in Mexico

2.11 BRANDING

Central Identity

It means that the essence of the brand contains associations that should keep constant, even when the brand penetrates in new products line and markets.

Extended IdentityIt means that the brand also includes elements that provides texture and helps to complement it. In other words, fill the film, incorporating details that explain the reason of existence of the brand.

EXTENDED IDENTITY

CENTRAL IDENTITY

SLOGANS

CORE BUSINESS

4 ELEMENTS:1. The Brand as a Product2. The Brand as a Organization3. The Brand as a Person4. The Brand as a Symbol

2.11 BRANDING

Central Identity Examples

“Trustful quality in medicine products”

“Home tools for the self-sufficient man”.

“Quality, prestige and elegance for the most exigent driver.”

Black & Decker

Mercedes Benz

Jhonson & Jhonson

Class examaple1 McDonald: “I loving it”.

Class examaple2 Burger King: “As you wish”

Class examaple3 “Oxxo: Always ready, always there”.

Class examaple4 “Walmart: Safe money, live better”.

2.11 BRANDING

Central Identity Questions you may answer

Which is the Brand’s Soul?

Which are the believes and values that conduct the brand?

Which are the competences that the organization has behind the Brand?

What the Organization is going to remain the Brand in the Market, or in the Consumer Mind?

Extended Identity 4 elements Brand as a product

1. Brand as an productThe objective is to have a permanent association between product/BrandEx:Kleenex & VISA

2. Brand as an organizationThe brand’s perspective is focused in the attributes that the Company has as an

Organization as; innovation, search for quality, culture, values. Those are created for Human Resources Department.

Ex:FORD, HSBC

3. Brand as a person Here the brand’s perspective is suggest that the brand identity is rich and interesting as if

were a person; trustful, active, humanist, simple, formal, young, intellectual, wild, sexual.

Ex: Levis Stratus & Ciel

2.11 BRANDING

2.11 BRANDING

Extended Identity 4 elements Brand as a product

4. Brand as SymbolA good symbol can provide cohesion and structure to the identity, and can to achieve a

better brand recognition, and is easier to be reminded. Ex:McDonald & The Quaker Man

Extended Identity 4 elements

Note: You have disclose your Brand in all these elements in your Business Plan

2.12 PACKAGING

Name: La Tradición de La

Parroquia

Type of Coffee:

Roasted and Ground,

Coffee Pure

Text: Gourmet Coffee high

Net Content: 500gr. or 1.1 lb.

Design Characteristic:

Fresh valve

Design Characteristics:

Metalised Bag

Design Characteristic:

Metalisedbroaches

Text: New Package

Slogan: The most famous coffee in

Mexico

Price Strategy:

Price Floor:

Price ceiling:

Competitive Position

2.13 PRICING POLICY

Tienda COMERCIAL MEXICANA M.

Date:30/08/2005  

Marca Presentación Precio

Kasinka 454g 39.51

Los Portales 454g 32.88

Internacional Americano 1 kg 81.76

Internacional Americano 522 g 45.07

Marino 369 g 35.91

CM 500 g 33.95

CM Descasfeinado 500 g 38.95

Tazza Descafeinado 364 g 34.68

Tazza Descafeinado 454 g 38.25

Tazza puro 454 g 34.9

Garat 1 kg 87.67

Garat 454 g 41.22

Blason Americano 500 g 37.62

Blason Expresso 500 g 37.62

Legal 400 g 23.32

The lowest price you can charge and still cover your cost.

The highest price the market will bear

2.14 MARKETING DATA BASE ORCRM (Customer Relationship Management)

Here you have to specify your strategies in order to create a data base based in the consumer behavior.

Ex:• Your client’s purchases. • Your client’s orders.• Your client’s website visits. • Your client’s good deliveries.

Ask and create the profile:Age:Gender:Incomes:Address:E-mail:Facebook account:Twitter:

www.harley-davison.com

2.15 SALES STRATEGIES

1. Direct SalesHow are you going to attack your prospects?

1.1 Offline Sales.- Material that can be sent to your prospective customers, deliver by you or your sales persons, or representations.

Ex: brochures, pamphlets, flyers, business cards, catalog, promotional flyers, etc.

1.2 Online Sales.- -Thorough a website:* Website ranking* Register with the search engines* Number of visitors-E-Tailing

2. Direct Mail.-If you are going to send a promotion or a publicity directly to the customer’s address. The average cost of this service is about $1 to $2 per item.

3. E-Mail MarketingIf you are going to develop a Mailing System in your company. You can send the Electronics-Flyers. The average cost of this service is about $.01 to $.25 per item.

2.16 SALES INCENTIVES / PROMOTIONS

It can be physical in the stores and offices or

•Promotion to your clients, to your suppliers, to your retailers, or wholesalers.

Ex: Discount Prices for big purchases. Temporary Discount prices. 2 x 1Discounts Cards “For Openings” Give Cards. Awards to the best clients, or Month clients. Anniversary discount pricesSouvenirs.

Strategic Alliances:With Magazines “Coupons”Brand Ingredient “Your product as an ingredient” inside other product package.

2.17 ADVERTISING STRATEGIES

Advertising is the most potentially expensive investment in your Marketing Strategy. -High cost.-Marketing Mix.-Hire consultants.-Advertising Expertise.

1. Traditional Advertising:-Television. -Radio. -Magazines. -News Papers. -Billboards. -Street Banners.

2.17 ADVERTISING STRATEGIES

2. Web Advertising and New Media:-Banner Adds. -PDA (Personal Digital Assistance). -Portals (Amazon, Yahoo).

3. Social Media:-Facebook Campaigns. -Twitter Account. -You Tube Account. -Blogs.

2.18 PUBLIC RELATIONS

Events

Press Conference

Sponsorships

-Magazines spaces-News Paper spaces-Stores (retailers) Pósters -Nigh Club Spots-Restaurants Menus

2.19 NETWORKING

The business community

Your peer Group of Professionals

The Community “Civic Organizations”

The world At- Large “International”

Commitment “Social Responsibility” “Volunteer Job”

THANKS!