市場營銷與策劃

市場營銷與策劃:

StrategicMarketingPlanningc.j.Ng2023/2/11BuildingYourOwnCase

創(chuàng)建你自己的案例Whatproductsdoyousell/market? 你主要推廣什么產(chǎn)品？Whodoyouserve? 你主要服務(wù)那些群體？Whoareyourmaincompetitors? 你主要的競爭對手有哪些？2023/2/12Marketingvs.Selling:WhatistheDifference?

市場營銷與銷售的區(qū)別及共同點(diǎn)

Marketingiseverythingthatyoudotoreachandpersuadeprospects市場營銷是你該如何讓你向客戶提供你的信息并設(shè)法說服他們Marketingisalsosalesmultiplied同樣，市場營銷亦是讓銷售倍增的過程Sellingiseverythingthatyoudotoclosethesaleandgetasignedagreementorcontract銷售是交易過程的終結(jié)，合同的簽訂。Salesaregenerallyinterpersonalinteraction一般，銷售是人與人之間的互動過程。Botharenecessitiestothesuccessofabusiness.Youcannotdowithouteitherprocess.兩者都是企業(yè)成功的必備要素，缺一不可。2023/2/13Marketing營銷

TheCoreofanyBusinessis任何企業(yè)的核心就是TheCustomer顧客2023/2/14SimpleYetAccurateMarketingResearchMethods 簡易精準(zhǔn)的市場調(diào)研ObjectiveoftheResearch市場調(diào)研目標(biāo)DescriptionoftheMarket市場描述TargetMarkets目標(biāo)市場ProductsandServicesthatappealtothetargetmarket目標(biāo)市場所需的產(chǎn)品及服務(wù)Problemsthatcurrenttargetmarketneedstosolve現(xiàn)目標(biāo)市場存在的問題2023/2/15SimpleYetAccurateMarketingResearchMethods 簡易精準(zhǔn)的市場調(diào)研MarketMetrics市場基準(zhǔn)Sizeestimates(currentandfuture)for:市場規(guī)模評估（當(dāng)前及未來）Overallmarket 總市場Individualmarketsegments 個體市場份額Usagerates 使用率Growthestimates(currentandfuture)增長評估（當(dāng)前及未來）2023/2/16SimpleYetAccurateMarketingResearchMethods 簡易精準(zhǔn)的市場調(diào)研CompetitiveAnalysis競爭分析CurrentCompetitors-fullanalysisoftopcompetitorsincluding:現(xiàn)有競爭者-主要競爭對手的全面分析Products&Services(e.g.,description,uniqueness,pricing,etc.)產(chǎn)品及服務(wù)（如產(chǎn)品描述、特色、定價）Marketshare市場份額Currentcustomers現(xiàn)有顧客Positioningandpromotionstrategies市場定位及促銷策略Partnerships/Alliances/Distributors合作者/同盟/分銷商Recentnews近況SWOTAnalysisSWOT分析PotentialCompetitors潛在競爭者2023/2/17SimpleYetAccurateMarketingResearchMethods 簡易精準(zhǔn)的市場調(diào)研SecondaryData二級數(shù)據(jù)Internet網(wǎng)絡(luò)Newspapers/Magazines報紙/雜志TrendsAnalysis趨勢分析PrimaryData一級數(shù)據(jù)Customervs.non-CustomerSurveys顧客及非顧客調(diào)查Onlinevs.Offline在線及非在線調(diào)查Questionnairesvs.Face-to-FaceInterviews問卷調(diào)查及當(dāng)面采訪Whatdatawouldyouliketocollect?你想收集哪方面的數(shù)據(jù)？2023/2/18TraditionalSales&MarketingProcessfromBeginningTillEnd

傳統(tǒng)的銷售、營銷過程ProductDevelopment產(chǎn)品開發(fā)Marketing營銷、推廣Tele-Sales電話營銷Sales銷售After-SalesSupport售后服務(wù)2023/2/19EnlightenedSales&MarketingProcessfromBeginningTillEnd

改進(jìn)后的銷售、營銷過程StartingPointof1to1Marketing一對一營銷的起點(diǎn)2023/2/110BlueOceanvs.RedOceanStrategy藍(lán)海vs.紅海戰(zhàn)略一般馬戲團(tuán)vs.時空之旅一般面包店vs.面包新語(BreadTalk)一般電腦企業(yè)vs.戴爾電腦一般MP3機(jī)vs.iPod一般招待所vs.莫泰168/錦江之星2023/2/111UsingtheBlueOceanStrategyasaMarketPlanningTool運(yùn)用藍(lán)海戰(zhàn)略來作市場策劃Whatarethemainofferingsmadebycompetitorsnow?目前，競爭對手提供的主要產(chǎn)品Whoaretheytargeting?他們的目標(biāo)顧客是哪些人？Whohavetheyleftout?哪部分客戶群被他們忽略了？Whatshouldweimproveupon?我們可以從哪些方面進(jìn)行改進(jìn)？Whatshouldwestarttoprovide?我們可以提供什么？Whatshouldwereduce?我們需要減少什么？Whatshouldwestopdoing?哪些我們不應(yīng)該再做了？2023/2/112DefiningYourUniqueSellingPropositionandMarketPositioning 找尋你的獨(dú)特賣點(diǎn)以及市場定位OvertBenefits 突出的益處RealReasontoBelieve讓人信服的理由UniqueandDramaticDifference獨(dú)一無二的特色2023/2/113OvertBenefits突出的益處Features,AdvantagesandBenefits 特征、優(yōu)勢與益處Doyoueverbuy 你有否購買過:Computers 電腦Property 房產(chǎn)Cars 汽車Pricevs.Value 價格vs.價值2023/2/114RealReasontoBelieve 能說服人的可信度Media媒體Believability可信度MassMedia大眾傳媒(T.V.電視/Radio廣播/Newspapers報章/Magazines雜志)15%-42%Internet英特網(wǎng)(WebSites網(wǎng)站/WebAds網(wǎng)上廣告/e-Mails電郵)10%≤2023/2/115RealReasontoBelieve 能說服人的可信度5Strategies5個策略Simplelogic簡單邏輯Ifcustomershaveunansweredquestionsaboutaproduct,they’relesslikelytobuy如果顧客對某個產(chǎn)品有疑問，他們購買的幾率就很小Ifyoueducateyourcustomers,yougaintheirtrustandconfidenceimmediately當(dāng)你客觀地對顧客進(jìn)行產(chǎn)品、服務(wù)教育，你將贏得他們的信賴Personalexperience個人經(jīng)歷Sampling 樣品Demo 示范Sensory 觸覺Reputation聲望Testimonial/Referral鑒證、推薦Guarantee 保證2023/2/116UniqueandDramaticDifference獨(dú)特及戲劇性的區(qū)別HavingYourUniqueSellingPropositions(USP)設(shè)定你的獨(dú)特買點(diǎn)(USP)

Thereasonorreasonswhycustomersbuyfromyouandnotfromanybodyelse你的顧客只向你購買,而不選擇他人的理由UniqueBenefits獨(dú)特益處Relevance供其所需Consistency/Congruency一致性Values&Beliefs價值觀與信念2023/2/117Branding&Positioning品牌與市場定位"Brandingisnotaboutgettingyourprospectstochooseyouoveryourcompetition;it'saboutgettingyourprospectstoseeyouastheonlysolutiontotheirproblem.TM"--RobFrankel “建立品牌不是為了讓你在市場上建立優(yōu)勢，在同行中鶴立雞群,而是使你成為你的市場對象的不二選擇.TM”--RobFrankel2023/2/118BuildingaBrandwithaDramaticDifference創(chuàng)造獨(dú)一無二的品牌BrandingisNOTaboutyou.你的品牌不是由你說了算It’sabouthowyourcustomersperceiveyoutobe.

你的品牌是靠客戶對你的感覺、概念形成的DoYouAddValuetoYourCustomers? 你有否為客戶創(chuàng)造價值？IfYouCeasetoExist,willYourCustomersMissYou?

如果你不存在了，你的客戶是否會想念你？Ifyes,whatwilltheysayaboutyou?如果他們會想你，他們會說些什么？Whatareyourqualitiesthattheyremembermost?你有哪些優(yōu)點(diǎn)是他們印象最深的2023/2/119SustainabilityMatrix

持續(xù)性矩陣ExpensiveWasteofEffort

昂貴的浪費(fèi)SustainableGrowth

持續(xù)的增長CheapWasteofEffort

低廉的浪費(fèi)

Makemoneyfast…beforeyougetcopied

在他人模仿之前趕快賺錢SameOldStuff老一套DramaticallyDifferent截然不同

EasytoImplement容易實施HardtoImplement很難實施2023/2/120SustainabilityMatrix

持續(xù)性矩陣ExpensiveWasteofEffort

昂貴的浪費(fèi)SustainableGrowth

持續(xù)的增長CheapWasteofEffort

低廉的浪費(fèi)

Makemoneyfast…beforeyougetcopied

在他人模仿之前趕快賺錢Commodity一般商品Monopoly

市場壟斷SameOldStuff老一套DramaticallyDifferent截然不同EasytoImplement容易實施HardtoImplement很難實施2023/2/121HowtoPreventYourselffromBeingCopied

如何避免被別人仿效Don’tFocusonTechnology

不要將重點(diǎn)放在技術(shù)上TheHardestThingstoCopyare

最難復(fù)制的東西是:BusinessModels 商業(yè)模式ServiceStandards 服務(wù)標(biāo)準(zhǔn)OrganisationCulture

企業(yè)文化QualityBrand 優(yōu)質(zhì)品牌2023/2/122WhyYouNeedRepeatedSales

為什么你需要重復(fù)銷售Itcostsyou5-6timesmoresellingtonewcustomersascomparedtoexistingones向新客戶行銷的成本是舊客戶的5-6倍A5%increaserepeatedcustomerscanresultinanincreaseof50-90%increaseinprofits回頭客增加5%將導(dǎo)致利潤增加50%-90%Successfulmarketingiswhenyourcustomersbuyfromyoumorethantwice

成功的營銷是讓你的客戶能夠多次購買AccordingtotheParetoRatio,20%ofyourcustomerswillgiveyou80%ofyoursales 根據(jù)“Pareto比率”，20%的客戶將提供80%的銷售收入。關(guān)鍵就是知道誰屬于這20%2023/2/123AnsoffMatrixAnsoff市場方格CurrentProducts,FutureMarkets現(xiàn)有產(chǎn)品，新進(jìn)入的市場Products產(chǎn)品REV.QTDISK3PAGE81997HumanResourceDevelopmentSdnBhdNewProductsandMarkets新產(chǎn)品與新市場CurrentProductsandMarkets現(xiàn)有的產(chǎn)品與現(xiàn)有的市場CurrentMarkets,FutureProducts新產(chǎn)品，現(xiàn)有的市場MarketsCurrent目前Future將來Future將來AnsoffMatrixAnsoff市場方格CurrentProducts,FutureMarkets現(xiàn)有產(chǎn)品，新進(jìn)入的市場Products產(chǎn)品REV.QTDISK3PAGE81997HumanResourceDevelopmentSdnBhdNewProductsandMarkets新的產(chǎn)品與新的市場CurrentProductsandMarkets現(xiàn)有的市場與現(xiàn)有的產(chǎn)品CurrentMarkets,FutureProducts新產(chǎn)品，現(xiàn)有的市場MarketsCurrent目前Future將來Future將來HowtoDevelopNewProducts

如何開拓新產(chǎn)品Creativity 創(chuàng)新BlueOceanIdeaGeneration藍(lán)海式想法的產(chǎn)生DefiningtheConcept 概念確定Isiteconomicallyviable?具有經(jīng)濟(jì)可行性嗎DevelopingtheConcept 概念發(fā)展PrototypeorPilotTesting模型或試點(diǎn)測試TestingandFinalisingtheConcept 推敲、總結(jié)FinalProduct最終產(chǎn)品定型FullProductLaunch 產(chǎn)品市場推廣ProductLaunchPlan產(chǎn)品市場推廣策劃Local,NationalorGlobal當(dāng)?shù)厥袌?、全國市場、全球市場MonitoringSuccess過程監(jiān)控ManagingtheLifeCycle 規(guī)劃產(chǎn)品生命周期WhattodowhenCompetitorsCatchUp?競爭者進(jìn)入時如何應(yīng)對2023/2/126HowtoOptimiseYourMediaMix

如何優(yōu)化媒體的選擇與推廣受眾針對性受眾覆蓋率客戶保持率編輯內(nèi)容客戶數(shù)據(jù)庫互動性雜志報紙電視戶外（海報和LCD屏幕）廣播直復(fù)營銷網(wǎng)絡(luò)2023/2/127BuildingDistributorNetworks

如何建立合理的市場渠道Typesofchannelsused銷售渠道的類型direct-e.g.,directviasalesforce,Internet,etc.直銷—銷售人員、網(wǎng)上直銷等等indirect-e.g.,retailers,wholesalers,agents間接—零售商、批發(fā)商、代理商combination綜合Levelofmarketcoverage市場覆蓋程度intensive-e.g.,massavailability密集—廣泛覆蓋selective-e.g.,wideavailability選擇性—大面積覆蓋exclusive-e.g.,restrictedavailability獨(dú)家代理—嚴(yán)控銷售渠道OutletshandlingproductTypes類型number/levelofpenetration市場滲透程度geographiclocation地理位置Perceivedproductpositioning產(chǎn)品定位inrelationtocompetitors與競爭者的關(guān)系2023/2/128DistributorSelection 如何選擇優(yōu)質(zhì)的分銷商SizeofSalesForce銷售團(tuán)隊的規(guī)模SalesRecord銷售記錄SalesForceCompensationPlan銷售人員TerritorialAnalysis銷售區(qū)域劃分分析ProductMix產(chǎn)品組合CustomerProfile顧客PromotionalTrust推廣委托InventoryManagementandFacilities庫存管理及庫存設(shè)備TechnologicalCompatibility技術(shù)兼容性2023/2/129WhyStrategicAlliance?為何建立戰(zhàn)略聯(lián)盟BetterUsageofResources更好地利用資源Shareresources 資源分享Otherpeople’sresources 應(yīng)用他人資源BeingBigwithoutGettingBig 小公司以大企業(yè)形式出擊BetterMarketPenetration 更好地浸入市場2023/2/130“Simplystated,networksarepeopletalkingtoeachother,sharingideas,information,andresources……TheimportantpartisNOTthenetwork,thefinishedproduct,buttheprocessofgettingthere-thecommunicationthatcreatesthelinkagesbetweenpeopleandclustersofpeople.”JohnNaisbitt“簡單地說,交流就是人與人在溝通，分享理念、信息或自愿……最重要的不是交流本身，而是交流的過程—也就是能夠連接其他不同人群的溝通過程”約翰·奈斯比特WhatIsaNetwork?什么是交流？2023/2/131LEVERAGEDMarketingMatrix杠桿營銷圖表YourProducts你的產(chǎn)品OthersCustomers其他客戶Products產(chǎn)品REV.QTDISK3PAGE81997HumanResourceDevelopmentSdnBhdOthersProducts其他產(chǎn)品OthersCustomers其他客戶YourProducts你的產(chǎn)品YourCustomers你的客戶OthersProducts其他產(chǎn)品YourCustomers你的客戶CustomersYours你的Others其他Others其他TMPlayersintheGame游戲里的玩家Customers 客戶Suppliers 供應(yīng)商Complementors 補(bǔ)足商Distributors 分銷商 Competitors 競爭對手Yourself 你自己PotentialPlayers 即將進(jìn)入市場的玩家2023/2/133Leverage-

R.I.C.E

杠桿操作Resource (資源)$$$$$ (資金)Time (時間)Ideas (點(diǎn)子)Contacts (人脈)Expertise (專長)2023/2/134HowtoBudgetforYourMarketingPlan 如何計算市場營銷成本及利潤MarketingContribution市場營銷貢獻(xiàn)Revenueshouldfollowsalesforecasts銷售預(yù)算Showexpensesbycategory支出項目分門別類Breakdownby分解為Product產(chǎn)品Segment/Geographicarea地理區(qū)域DistributionNetwork/Channel分銷渠道BreakevenAnalysis收支平衡分析FixedCosts固定成本VariableCosts可變成本RatioAnalysis比率分析SalesCycles銷售循環(huán)CustomerConversionRatios顧客流動率2023/2/135FactorsAffectingPriceSetting

影響價格設(shè)定的因素Costfactors核心因素Fixedcoststobecovered固定成本Variablecosts可變成本Customerexpectations顧客期望Companyexpectations公司期望

e.g.,margins,ROI如毛利、投資回報DemandConsiderations需求分析marketelasticity市場彈性positiononproductlifecycle產(chǎn)品生命周期的階段Competition競爭Economicconditions經(jīng)濟(jì)條件Leg