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Copyright 2008 Prentice Hall Publishing 1 Chapter 8: Guerrilla Marketing Plan Building a Powerful Marketing Plan

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Page 1: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 1Chapter 8: Guerrilla Marketing Plan

Building a Powerful

Marketing Plan

Building a Powerful

Marketing Plan

Page 2: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 2Chapter 8: Guerrilla Marketing Plan

Building a Guerrilla Building a Guerrilla Marketing PlanMarketing Plan

MarketingMarketing The process of creating and delivering The process of creating and delivering

desired goods and services to customers.desired goods and services to customers. Involves all of the activities associated Involves all of the activities associated

with winning and retaining loyal with winning and retaining loyal customers.customers.

D&B StudyD&B Study Just 1 in 5 small companies creates a Just 1 in 5 small companies creates a

strategic marketing plan.strategic marketing plan. Most common sales method: Walk-in Most common sales method: Walk-in

traffic.traffic.

Page 3: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 3Chapter 8: Guerrilla Marketing Plan

Building a Guerrilla Building a Guerrilla Marketing PlanMarketing Plan

Guerrilla marketing strategiesGuerrilla marketing strategies Unconventional, low-cost creative Unconventional, low-cost creative

marketing techniques that allow a marketing techniques that allow a small company to wring more small company to wring more bang from its marketing bucks bang from its marketing bucks than do larger rivals.than do larger rivals.

Do not have to spend large Do not have to spend large amounts of money to be effective.amounts of money to be effective.

Example: Borsheim’s Example: Borsheim’s

Page 4: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 4Chapter 8: Guerrilla Marketing Plan

A Guerrilla A Guerrilla Marketing Marketing

PlanPlan1.1. Pinpoints the specific target Pinpoints the specific target

markets the company will serve.markets the company will serve.2.2. Determines customer needs and Determines customer needs and

wants through market research.wants through market research.3.3. Analyzes a firm’s competitive Analyzes a firm’s competitive

advantages and builds a marketing advantages and builds a marketing strategy around them.strategy around them.

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

Page 5: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 5Chapter 8: Guerrilla Marketing Plan

Pinpointing the Target Pinpointing the Target MarketMarket

One objective of market One objective of market research: Pinpoint the research: Pinpoint the company's company's target market, target market, the the specific group of customers specific group of customers at whom the company aims at whom the company aims its products or services.its products or services.

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

Mass marketing techniques Mass marketing techniques no longer work.no longer work.

Page 6: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 6Chapter 8: Guerrilla Marketing Plan

Pinpointing the Target Pinpointing the Target MarketMarket

Target customer must Target customer must permeate the permeate the entireentire business – merchandise sold, business – merchandise sold, background music, layout, background music, layout, décor, and other features.décor, and other features.

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

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212.9%

187.9%

71.3%

7.4%

0.0%

50.0%

100.0%

150.0%

200.0%

250.0%

Gro

wth

Ra

te

Asian Hispanic Black White

Population Group

U.S. Population Growth Rate for Selected Groups2000 - 2050

Page 8: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 8Chapter 8: Guerrilla Marketing Plan

Market ResearchMarket Research Market research is the vehicle for Market research is the vehicle for

gathering the information that serves as gathering the information that serves as the foundation for the marketing plan.the foundation for the marketing plan.

Never Never assumeassume that a market exists for that a market exists for your company’s product or service; prove your company’s product or service; prove it!it!

Market research does Market research does notnot have to be time have to be time consuming, complex, or expensive to be consuming, complex, or expensive to be useful. useful. Web-based market research – online surveysWeb-based market research – online surveys Trend-trackingTrend-tracking

Page 9: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 9Chapter 8: Guerrilla Marketing Plan

Be a Trend-TrackerBe a Trend-Tracker

Read many diverse current Read many diverse current publicationspublications

Watch top 10 TV showsWatch top 10 TV shows See the top 10 moviesSee the top 10 movies Talk to at least 150 Talk to at least 150

customers a yearcustomers a year Talk with the 10 smartest Talk with the 10 smartest

people you knowpeople you know Listen to your children and Listen to your children and

their friendstheir friends

Page 10: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 10Chapter 8: Guerrilla Marketing Plan

Market ResearchMarket Research

How to Conduct Market How to Conduct Market Research:Research:

Define the objective.Define the objective. Collect the data.Collect the data.

Individualized (one-to-one) Individualized (one-to-one) marketingmarketing

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How to Become an Effective One-to-How to Become an Effective One-to-One MarketerOne Marketer

Identify your best customers, never passing up the

opportunity to get their names.

Collect information on thesecustomers, linking their

identities to their transactions.

Calculate the long-term valueof customers so you know

which ones are most desirable(and most profitable).

SuccessfulOne-to-OneMarketing

Know what your customers’buying cycle is and time yourmarketing efforts to coincide

with it - “just-in-time marketing.”

Make sure your company’sproduct and service quality

will astonish your customers.

See customer complaints for what they are - a chance to improve your service and

quality. Encourage complaints and then

fix them!

Enhance your products andservices by giving customers

information about them and howto use them.

Source: Adapted from Susan Greco, “The Road to One-to-One Marketing,” Inc., October 1995, pp. 56-66.

Page 12: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 12Chapter 8: Guerrilla Marketing Plan

Market ResearchMarket Research

How to Conduct Market Research:How to Conduct Market Research: Define the problem.Define the problem. Collect the data.Collect the data.

Individualized (one-to-one) marketingIndividualized (one-to-one) marketing

Data mining – See Harrah’s EntertainmentData mining – See Harrah’s Entertainment Analyze and interpret the Analyze and interpret the

data.data. Draw conclusionsDraw conclusions and act. and act.

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Copyright 2008 Prentice Hall Publishing 13Chapter 8: Guerrilla Marketing Plan

Relationship MarketingRelationship Marketing(Customer Relationship (Customer Relationship

Management)Management)

Involves developing and Involves developing and maintaining maintaining long-term long-term relationships relationships with customers with customers so that they will keep coming so that they will keep coming back to make repeat back to make repeat purchases.purchases.

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Copyright 2008 Prentice Hall Publishing 14Chapter 8: Guerrilla Marketing Plan

Relationship MarketingRelationship Marketing(Customer Relationship (Customer Relationship

Management)Management)

Steps:Steps: Collect meaningful customer information Collect meaningful customer information

and compile it in a database.and compile it in a database. Mine the database to identify “best” Mine the database to identify “best”

customers.customers. Use the information to develop lasting Use the information to develop lasting

relationships with “best” customers.relationships with “best” customers. Attract more customers who fit the Attract more customers who fit the

“best” customer profile.“best” customer profile. Stay in contact with customers between Stay in contact with customers between

sales.sales.

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The Relationship Marketing The Relationship Marketing ProcessProcess

Connect Connect andand

CollectCollect

Conduct detailed customer intelligence to Conduct detailed customer intelligence to pinpoint most valuable customers and to learn pinpoint most valuable customers and to learn all you can about them, including their lifetime all you can about them, including their lifetime value (LTV) to the company.value (LTV) to the company.

Make contact with most valuable customers Make contact with most valuable customers and begin building a customer database using and begin building a customer database using data mining and data warehousing techniques. data mining and data warehousing techniques.

Learn from your customers by encouraging Learn from your customers by encouraging feedback from them; develop a thorough feedback from them; develop a thorough customer profile and constantly refine it. customer profile and constantly refine it.

Based on what you have Based on what you have learned, contact customers learned, contact customers with an offer designed for with an offer designed for them. Make customers feel them. Make customers feel special and valued. special and valued.

If you have done If you have done everything else correctly, everything else correctly, this step is relatively easy. this step is relatively easy. Superb customer service is Superb customer service is the best way to retain your the best way to retain your most valuable customers.most valuable customers.

LearnLearn

AnalyzeAnalyze

BuildBuildRelationshipsRelationships

Sell, Sell, Service, Service,

and Satisfyand Satisfy

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Copyright 2008 Prentice Hall Publishing 16Chapter 8: Guerrilla Marketing Plan

Steps in CRMSteps in CRM Collect meaningful information on Collect meaningful information on

existing customers and compile it in a existing customers and compile it in a database.database.

Mine the database to identify the Mine the database to identify the company’s best and most profitable company’s best and most profitable customers and their buying habits.customers and their buying habits.

Use the information to establish lasting Use the information to establish lasting relationships with these customers. relationships with these customers.

Attract more customers who fit the Attract more customers who fit the profile of the company’s best profile of the company’s best customers. customers.

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Four Levels of Customer Four Levels of Customer SensitivitySensitivity

Level 1: Customer Awareness. Prevailing attitude: “There’s a customer out there.”Managers and employees know little about their customers and view them only in themost general terms. No one really understands the benefit of close customer relationships.

Level 2: Customer Sensitivity. A wall stands between the company and its customers.Employees know a little about their customers but don’t share this information withothers in the company. The company does not solicit feedback from customers.

Level 3: Customer Alignment. Managers and employees understand the customer’s central role in the business. They spend considerable time talking about and withcustomers, and they seek feedback through surveys, focus groups, customer visits, andother techniques.

Level 4: Customer Partnership. The company has embraced a customer service attitudeas an all-encompassing part of its culture. Customers are part of all major decisions. Employees throughout the company routinely use data mining reports to identify the best customers and to serve them better. The focus is on building lasting relationshipswith the company’s best customers.

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Copyright 2008 Prentice Hall Publishing 18Chapter 8: Guerrilla Marketing Plan

Guerrilla Marketing Guerrilla Marketing StrategiesStrategies

Find a niche and fill it.Find a niche and fill it. Don’t just sell; entertain.Don’t just sell; entertain.

““Entertailing”Entertailing” Strive to be unique.Strive to be unique. Connect with customers Connect with customers

on an emotional level. on an emotional level. Build trustBuild trust Define a unique selling Define a unique selling

proposition (USP) proposition (USP)

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Copyright 2008 Prentice Hall Publishing 19Chapter 8: Guerrilla Marketing Plan

Unique Selling Unique Selling PropositionProposition

A key customer benefit of a A key customer benefit of a product that sets it apart from its product that sets it apart from its competition.competition.

Answers key customer question: Answers key customer question: “What’s in it for me?” “What’s in it for me?”

Consider intangible or Consider intangible or psychological benefits as well as psychological benefits as well as tangible ones.tangible ones.

Communicate your USP to your Communicate your USP to your customers often.customers often.

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Copyright 2008 Prentice Hall Publishing 20Chapter 8: Guerrilla Marketing Plan

Create an identity for Create an identity for your business through your business through branding.branding.

Guerrilla Marketing Guerrilla Marketing StrategiesStrategies

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Building a BrandBuilding a Brand

HighHigh

LowLow

LowLow HighHighDifferentiationDifferentiation

Rel

evan

ceR

elev

ance

““Antes”Antes”

Features that are important Features that are important to customers but all to customers but all competitors provide themcompetitors provide them

Every company in the market Every company in the market must “ante up” on these must “ante up” on these features.features.

““Drivers”Drivers”

Features that are both Features that are both important to customers and important to customers and are highly differentiated are highly differentiated from those of competitorsfrom those of competitors

These are the attributes on These are the attributes on which a company must which a company must focus to build its brand.focus to build its brand.

““Fool’s Gold”Fool’s Gold”

Features that are unique to Features that are unique to your company but do not your company but do not drive customers’ loyalty to drive customers’ loyalty to your product and servicesyour product and services

Don’t make the mistake of Don’t make the mistake of trying to build a brand on trying to build a brand on these features!these features!

““Neutrals”Neutrals”

Features that are irrelevant Features that are irrelevant to customersto customers

These features are useless These features are useless when it comes to branding.when it comes to branding.

Source: Adapted from “What Really Matters in Building a Brand,” The McKinsey Quarterly, May 2004, www.mckinseyquarterly.com/newsletters/chartfocus/2004_05.htm

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Copyright 2008 Prentice Hall Publishing 22Chapter 8: Guerrilla Marketing Plan

Start a blog. Start a blog. Focus on the Focus on the

customer.customer.

Guerrilla Marketing Guerrilla Marketing StrategiesStrategies

Create an identity for Create an identity for your business through your business through branding.branding.

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Copyright 2008 Prentice Hall Publishing 23Chapter 8: Guerrilla Marketing Plan

67 percent of customers who stop 67 percent of customers who stop patronizing a business do so because an patronizing a business do so because an indifferent employee treated them indifferent employee treated them poorly.poorly.

96 percent of dissatisfied customers 96 percent of dissatisfied customers never complain never complain about rude or about rude or discourteous service, but...discourteous service, but... 91 percent will 91 percent will notnot buy from that buy from that

business again.business again. 100 percent will tell their “horror 100 percent will tell their “horror

stories” to at stories” to at least least nine other nine other peoplepeople..

13 percent of those unhappy customers 13 percent of those unhappy customers will tell their stories to at least will tell their stories to at least 20 20 other peopleother people..

Focus on the Focus on the CustomerCustomer

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Copyright 2008 Prentice Hall Publishing 24Chapter 8: Guerrilla Marketing Plan

Focus on the Focus on the CustomerCustomer

Treating customers indifferently or poorly Treating customers indifferently or poorly costs the average company from costs the average company from 15% 15% percent to 30 percent of gross salespercent to 30 percent of gross sales!!

Replacing lost customers is expensive; it Replacing lost customers is expensive; it costs costs seven to nine timesseven to nine times as much to attract as much to attract a new customer as it does to sell to an a new customer as it does to sell to an existing one!existing one!

About 70 percent of a company’s sales come About 70 percent of a company’s sales come from existing customers.from existing customers.

Because 20 percent of a typical company’s Because 20 percent of a typical company’s customers account for about 80 percent of customers account for about 80 percent of its sales, no business can afford to alienate its sales, no business can afford to alienate its best and most profitable customers and its best and most profitable customers and survive!survive!

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Principles of Customer Experience Management Principles of Customer Experience Management (CEM)(CEM)

• Intimate understanding of each customer’s needs, wants, preferences, and peculiarities

• Personal, customized messages in marketing, sales, service, and advertising

• Consistent, courteous, and professional treatment by everyone in the company

• Responsive, rapid handling of requests, questions, problems, and complaints

• Helpful information and advice delivered proactively, where appropriate

• Involvement of caring, well-trained people rather than strict reliance on technology for service delivery

• Long-term view of the company/customer relationship rather than a focus on “making a sale”

• Emphasis on sustaining an ongoing relationship built on trust and respect

• Frequent and visible demonstrations of commitment to nurturing the company/customer relationship

• Intimate understanding of each customer’s needs, wants, preferences, and peculiarities

• Personal, customized messages in marketing, sales, service, and advertising

• Consistent, courteous, and professional treatment by everyone in the company

• Responsive, rapid handling of requests, questions, problems, and complaints

• Helpful information and advice delivered proactively, where appropriate

• Involvement of caring, well-trained people rather than strict reliance on technology for service delivery

• Long-term view of the company/customer relationship rather than a focus on “making a sale”

• Emphasis on sustaining an ongoing relationship built on trust and respect

• Frequent and visible demonstrations of commitment to nurturing the company/customer relationship

In every customer interaction

Satisfied, loyal, repeat (and profitable) customers

Satisfied, loyal, repeat (and profitable) customers

Source: Adapted from “Wake-Up Call: To Fix CRM, Fix the Customer Experience Now!, BearingPoint White Paper (www.bearingpoint.com, Fall 2005, p. 5.

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Copyright 2008 Prentice Hall Publishing 26Chapter 8: Guerrilla Marketing Plan

Focus on the Focus on the CustomerCustomer

Companies that are successful at Companies that are successful at retaining their customers retaining their customers constantly ask themselves (and constantly ask themselves (and their customers) four questions:their customers) four questions:

1. What are we doing right?1. What are we doing right?

2. How can we do that even 2. How can we do that even better?better?

3. What have we done wrong?3. What have we done wrong?

4. What can we do in the future?4. What can we do in the future?

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Copyright 2008 Prentice Hall Publishing 27Chapter 8: Guerrilla Marketing Plan

Be devoted to quality.Be devoted to quality.

Guerrilla Marketing Guerrilla Marketing StrategiesStrategies

Create an identity for Create an identity for your business through your business through branding.branding.

Start a blog. Start a blog. Focus on the Focus on the

customer.customer.

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Copyright 2008 Prentice Hall Publishing 28Chapter 8: Guerrilla Marketing Plan

Devotion to Devotion to QualityQuality

Study: 60 percent of customers who Study: 60 percent of customers who change suppliers do so because of change suppliers do so because of problems with a company’s products problems with a company’s products or services. or services.

World-class companies treat quality World-class companies treat quality as a strategic objective, an integral as a strategic objective, an integral part of the company culture. part of the company culture.

The philosophy of Total Quality The philosophy of Total Quality Management (TQM):Management (TQM): Quality in the product or service itself. Quality in the product or service itself. Quality in every aspect of the business Quality in every aspect of the business

and its relationship with the customer.and its relationship with the customer. Continuous improvement in quality.Continuous improvement in quality.

Page 29: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 29Chapter 8: Guerrilla Marketing Plan

How Do Americans How Do Americans Define Quality in a Define Quality in a

ProductProduct?? Reliability (average time between Reliability (average time between

breakdowns)breakdowns) Durability (how long an item lasts)Durability (how long an item lasts) Ease of useEase of use Known or trusted brand nameKnown or trusted brand name Low priceLow price

Quality

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Copyright 2008 Prentice Hall Publishing 30Chapter 8: Guerrilla Marketing Plan

How Do Americans How Do Americans Define Quality in a Define Quality in a

ServiceService?? Tangibles (equipment, Tangibles (equipment,

facilities, people)facilities, people) Reliability (doing what you Reliability (doing what you

say you will do)say you will do) Responsiveness (promptness Responsiveness (promptness

in helping customers)in helping customers) Assurance and empathy Assurance and empathy

(conveying a caring attitude)(conveying a caring attitude)

Quality

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Copyright 2008 Prentice Hall Publishing 31Chapter 8: Guerrilla Marketing Plan

Pay attention to Pay attention to convenience.convenience.

Guerrilla Marketing Guerrilla Marketing StrategiesStrategies

Create an identity for Create an identity for your business through your business through branding.branding.

Start a blog. Start a blog. Focus on the Focus on the

customer.customer. Be devoted to quality.Be devoted to quality.

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Copyright 2008 Prentice Hall Publishing 32Chapter 8: Guerrilla Marketing Plan

Attention to Attention to ConvenienceConvenience

Is your business conveniently Is your business conveniently located near customers?located near customers?

Are your business hours suitable Are your business hours suitable to your customers?to your customers?

Would customers appreciate Would customers appreciate pickup and delivery services?pickup and delivery services?

Do you make it easy for Do you make it easy for customers to buy on credit or customers to buy on credit or with credit cards?with credit cards?

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Copyright 2008 Prentice Hall Publishing 33Chapter 8: Guerrilla Marketing Plan

Attention to Attention to ConvenienceConvenience

Are your employees trained to handle Are your employees trained to handle business transactions quickly, efficiently, business transactions quickly, efficiently, and politely?and politely?

Does your company offer “extras” that Does your company offer “extras” that would make customers’ lives easier?would make customers’ lives easier?

Can you bundle existing products to make Can you bundle existing products to make it easier for customers to use them?it easier for customers to use them?

Can you adapt existing products to make Can you adapt existing products to make them more convenient for customers? them more convenient for customers?

Does your company handle telephone Does your company handle telephone calls quickly and efficiently?calls quickly and efficiently?

Page 34: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 34Chapter 8: Guerrilla Marketing Plan

Concentrate on Concentrate on innovation.innovation.

Guerrilla Marketing Guerrilla Marketing StrategiesStrategies

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Copyright 2008 Prentice Hall Publishing 35Chapter 8: Guerrilla Marketing Plan

Concentration on Concentration on InnovationInnovation

Innovation Innovation The key to future success.The key to future success. One of the greatest strengths of One of the greatest strengths of

entrepreneurs. It shows up in the entrepreneurs. It shows up in the new products, techniques, and new products, techniques, and unusual approaches they introduce.unusual approaches they introduce.

Entrepreneurs often create new Entrepreneurs often create new products and services by products and services by focusing their efforts on one focusing their efforts on one area and by using their size and area and by using their size and flexibility to their advantage.flexibility to their advantage.

Page 36: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 36Chapter 8: Guerrilla Marketing Plan

Concentrate on innovation.Concentrate on innovation.

Guerrilla Marketing Guerrilla Marketing StrategiesStrategies

Be dedicated to Be dedicated to service and customer service and customer satisfaction. satisfaction. Survey: 46 percent of Survey: 46 percent of

customers had walked customers had walked out of a store within the out of a store within the past year because of past year because of poor service.poor service.

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Copyright 2008 Prentice Hall Publishing 37Chapter 8: Guerrilla Marketing Plan

Dedication to Dedication to ServiceService

Listen to customers.Listen to customers. Define “superior service.”Define “superior service.” Set standards and measure Set standards and measure

performance.performance. Examine your company’s Examine your company’s

service cycle.service cycle. Hire the right employees.Hire the right employees. Train employees to deliver Train employees to deliver

superior service.superior service.

GoalGoal: to achieve : to achieve customer astonishmentcustomer astonishment!!

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Copyright 2008 Prentice Hall Publishing 38Chapter 8: Guerrilla Marketing Plan

Dedication to Dedication to ServiceService

Empower employees to offer Empower employees to offer superior service.superior service.

Treat employees with respect and Treat employees with respect and show them how valuable they are.show them how valuable they are.

Use technology to provide Use technology to provide improved service.improved service.

Reward superior service.Reward superior service. Get top managers’ support.Get top managers’ support. View customer service as an View customer service as an

investment, not an expense.investment, not an expense.

GoalGoal: to achieve : to achieve customer astonishmentcustomer astonishment!!

(continued)(continued)

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Copyright 2008 Prentice Hall Publishing 39Chapter 8: Guerrilla Marketing Plan

Concentrate on innovation.Concentrate on innovation. Be dedicated to service and Be dedicated to service and

customer satisfaction.customer satisfaction.

Guerrilla Marketing Guerrilla Marketing StrategiesStrategies

Emphasize speed.Emphasize speed.

Page 40: Chapter 8 - PPT Marketing Plan and Marketing Research (1).ppt

Copyright 2008 Prentice Hall Publishing 40Chapter 8: Guerrilla Marketing Plan

Emphasis on Emphasis on SpeedSpeed

Use principles of time compression Use principles of time compression management (TCM):management (TCM): Speed new products to marketSpeed new products to market Shorten customer response time in Shorten customer response time in

manufacturing and deliverymanufacturing and delivery Reduce the administrative time Reduce the administrative time

required to fill an order.required to fill an order. Study: Most businesses waste 85 to Study: Most businesses waste 85 to

99 percent of the time required to 99 percent of the time required to produce products or services!produce products or services!

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Copyright 2008 Prentice Hall Publishing 41Chapter 8: Guerrilla Marketing Plan

Emphasis on Emphasis on SpeedSpeed

Re-engineer the process rather Re-engineer the process rather than try to do the same thing - only than try to do the same thing - only faster.faster.

Create cross-functional teams of Create cross-functional teams of workers and empower them to workers and empower them to attack and solve problems.attack and solve problems.

Set aggressive goals for production Set aggressive goals for production and stick to the schedule.and stick to the schedule.

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Copyright 2008 Prentice Hall Publishing 42Chapter 8: Guerrilla Marketing Plan

Emphasis on Emphasis on SpeedSpeed

Rethink the supply chain.Rethink the supply chain. Instill speed in the company Instill speed in the company

culture.culture. Use technology to find Use technology to find

shortcuts wherever possible.shortcuts wherever possible. Put the Internet to work for Put the Internet to work for

you. you.

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Copyright 2008 Prentice Hall Publishing 43Chapter 8: Guerrilla Marketing Plan

Marketing on the Marketing on the World Wide WebWorld Wide Web

An An essentialessential business tool business tool - Even the smallest - Even the smallest companies can market companies can market their products and their products and services around the services around the globe.globe.

The Web can be the The Web can be the “Great Equalizer” in a “Great Equalizer” in a small company’s small company’s marketing program.marketing program.

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Copyright 2008 Prentice Hall Publishing 44Chapter 8: Guerrilla Marketing Plan

Marketing on the Marketing on the World Wide WebWorld Wide Web

About 70 percent of About 70 percent of small companies have a small companies have a Website, double the Website, double the number in 2002.number in 2002.

Web marketing strategy Web marketing strategy must emphasize small must emphasize small company’s strengths company’s strengths and core competencies. and core competencies.

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Copyright 2008 Prentice Hall Publishing 45Chapter 8: Guerrilla Marketing Plan

The Marketing MixThe Marketing Mix

PProductroduct

PPlacelace

PPricerice

PPromotionromotion

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Copyright 2008 Prentice Hall Publishing 46Chapter 8: Guerrilla Marketing Plan

Stages in the Product Life Stages in the Product Life CycleCycle

Introductory stageIntroductory stage

HighCosts

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Copyright 2008 Prentice Hall Publishing 47Chapter 8: Guerrilla Marketing Plan

Stages in the Product Life Stages in the Product Life CycleCycle

Introductory stageIntroductory stage Growth and acceptance stageGrowth and acceptance stage

HighCosts

HighCosts

HighCosts

SalesClimb

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Copyright 2008 Prentice Hall Publishing 48Chapter 8: Guerrilla Marketing Plan

Stages in the Product Life Stages in the Product Life CycleCycle

Introductory stageIntroductory stage Growth and acceptance stageGrowth and acceptance stage Maturity and competition stageMaturity and competition stage

HighCosts

SalesClimb

ProfitsPeak

HighCosts

SalesClimb

ProfitsPeak

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Copyright 2008 Prentice Hall Publishing 49Chapter 8: Guerrilla Marketing Plan

Stages in the Product Life Stages in the Product Life CycleCycle

Introductory stageIntroductory stage Growth and acceptance stageGrowth and acceptance stage Maturity and competition stageMaturity and competition stage Market saturation stageMarket saturation stage

HighCosts

SalesClimb

ProfitsPeak

SalesPeak

HighCosts

SalesClimb

ProfitsPeak

SalesPeak

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Copyright 2008 Prentice Hall Publishing 50Chapter 8: Guerrilla Marketing Plan

Stages in the Product Life Stages in the Product Life CycleCycle

Introductory stageIntroductory stage Growth and acceptance stageGrowth and acceptance stage Maturity and competition stageMaturity and competition stage Market saturation stageMarket saturation stage Product decline stageProduct decline stage

HighCosts

HighCosts

ProfitsPeak

ProfitsPeak

SalesPeak

SalesPeak

Sales &ProfitsFall

Sales &ProfitsFall

HighCosts

SalesClimb

ProfitsPeak

SalesPeak

HighCosts

SalesClimb

ProfitsPeak

SalesPeak

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Channels of DistributionChannels of DistributionConsumer GoodsConsumer Goods

Manufacturer

Manufacturer

Consumer

Retailer

Consumer

Manufacturer

Retailer

ConsumerWholesale

rWholesale

r

Manufacturer

Retailer

ConsumerWholesale

r

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Channels of DistributionChannels of DistributionIndustrial GoodsIndustrial Goods

Manufacturer Industrial User

Manufacturer

Wholesaler

Industrial User