Welcome to our presentation on

BUILDING A POWERFUL MARKETING PLAN

BUILDING A POWERFUL MARKETING PLAN

Group Members

Name Registration No.

Md. Salman Hossain 2009731004

Md. Shuhel Ahmed 2009731006

Md. Tanbir Hasan Chowdhury 2009731037

Mufti Tamimul Quamar Ahmed 2009731064

4th year 1st semester, BBA program

Dept. of Business Administration

Shahjalal University Of Science & Technology, Sylhet, Bangladesh.

Marketing & Guerilla Marketing

Marketing The process of creating and delivering desired goods

and services to customers. Involves all of the activities associated with winning

and retaining loyal customers

o Guerilla Marketing Unconventional, low-cost, creative marketing

designed to give small businesses an edge over their larger, richer, more powerful rivals

Four Objectives of a Marketing Plan

1. Pinpoints the specific target markets the company will serve.

2. Determines customer needs and wants through market research.

3. Analyzes a firm’s competitive advantages and builds a marketing strategy around them.

4. Creates a marketing mix that meets customer needs and wants.

1. Pinpointing the Target Market

The specific group of customers at whom the company aims its products or services.

Marketing strategy must be built on clear definition of a company’s target customers.

Mass marketing techniques no longer work.Target customer must permeate the entire

business – merchandise sold, background music, layout, décor, and other features.

Without a clear image of its target market, a small company tries to reach almost everyone and ends up appealing to almost no one!

2. Market Research: How to Conduct

1.Define the problem.2.Collect the data.

1. Primary Research 2. Secondary Research

3.Analyze and interpret the data.4.Draw conclusions and act.

Sources of Primary & Secondary Data

1.Customer surveys & questionnaire2. Focus Groups3. Daily Transaction4. Other ideas

Primary Research 1. Business Directories

2. Direct mail list3. Demographic Data4. Census Data5. Forecasts6. Market Research7.Articles, Magazine etc8. Local Data9. World Wide Web

Secondary

research

3. Relationship Marketing(Customer Relationship Management

Level 4: Customer Partnership.

Level 3: Customer Alignment.

Level 2: Customer Sensitivity.

Level 1: Customer Awareness.

Four Levels of Customer Sensitivity

Guerrilla Marketing Strategies

Find a niche and fill it.Don’t just sell, entertain.Strive to be unique.Create an identity for your businessConnect with customers on an emotional level. Focus on the CustomerDevotion to Quality Attention to ConvenienceConcentrate on innovation.Dedication to Service and Customer Satisfaction

Guerrilla Marketing Strategies

Listen to CustomersEmphasis on Speed

1.PRODUCT2.PRICE3.PLACE4.PROMOTION

4. Marketing Mix

FOR BEING WITH US

Thank You