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Franchise MarketingFranchise Marketingการขยายงานการขยายงานธุรกิจแฟธุรกิจแฟรนรนไชสไชส
DevelopedDeveloped ByBy PeerapongPeerapong K.@ copy right 2005 K.@ copy right 2005 CertifiedCertified FranchiseFranchise ExecutiveExecutive ProgramProgram
Marketing Function in Marketing Function in Franchise BusinessFranchise Business
•• MacroMacro--MarketingMarketing•• MicroMicro--MarketingMarketing•• Functional MarketingFunctional Marketing
– Local Store Marketing– Pre-marketing setup for Franchise Store
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การวางแผนการตลาดขั้นตนการวางแผนการตลาดขั้นตนBasic Franchise Marketing PlanBasic Franchise Marketing Plan
What Type of Marketing PlansWhat Type of Marketing PlansShould a Company Develop ?Should a Company Develop ?
Brand Marketing PlansBrand Marketing PlansProduct categoryProduct category Next Product plansNext Product plans
Market Segment PlansMarket Segment Plans
Customer PlansCustomer PlansGeographical Market PlansGeographical Market Plans
Marketing Plans
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Investment AnalysisInvestment Analysisการวิเคราะหการลงทุนทั่วไปการวิเคราะหการลงทุนทั่วไป
การจัดทําขอมูลพื้นฐานการจัดทําขอมูลพื้นฐาน•• เงนิทุนเงนิทุน•• คาดการณยอดขายคาดการณยอดขาย คนผานคนผาน//ยอดตอหัวยอดตอหัว//อัตราอัตรา
หมุนเวียนหมุนเวียน•• การจัดพื้นที่การจัดพื้นที่//จัดสินคาจัดสินคา ดงูบประมาณการจัดเก็บดงูบประมาณการจัดเก็บ•• จัดทําประมาณการยอดขายจัดทําประมาณการยอดขาย//กําไรกําไรการจัดทําขอมูลแนวลึกการจัดทําขอมูลแนวลึก•• จัดสํารวจพื้นที่จัดสํารวจพื้นที่ หาความพรอมหาความพรอม•• จัดทําแผนผังจัดทําแผนผัง แผนที่แสดงแผนที่แสดง LocationLocation•• การจําลองภาพรานการจําลองภาพราน
The Main Steps in the Marketing The Main Steps in the Marketing ManagementManagement
R --> STP --> MM --> I --> C• R = Research• STP = Segmentation, Targeting and
Positioning• MM = Marketing Mix (4P’s --> 4C’s)• I = Implementation• C = Control (getting feedback, evaluating
results and revising results and revising or improving STP strategy and MM Tactics)
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แนวทางการกําหนดแผนธุรกิจแนวทางการกําหนดแผนธุรกิจ
การศึกษาผูบรโิภคการศึกษาผูบรโิภค
Business conceptsBusiness conceptsหาขนาดตลาดหาขนาดตลาด Market sizeMarket size
กําหนดเปาหมายทางการตลาดกําหนดเปาหมายทางการตลาด กําหนดกลุมลูกคากําหนดกลุมลูกคา
เปาหมายทางธุรกิจเปาหมายทางธุรกิจ
ศึกษาศึกษา SWOTSWOTแนวทางแนวทาง Strategic plan Strategic plan
กําหนดกิจกรรมกําหนดกิจกรรม
Stanford University ConceptsStanford University Concepts1.1. Business conceptsBusiness concepts2.2. Product ConceptsProduct Concepts3.3. Customer PatternsCustomer Patterns4.4. CompetitionsCompetitions5.5. Marketing PlanMarketing Plan6.6. PricePrice7.7. Initial InvestmentInitial Investment
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Business concepts
““ทําอยางไรทําอยางไร ลูกคาถึงเขามาใชบรกิารรานของเราลูกคาถึงเขามาใชบรกิารรานของเรา””
First in WhatFirst in What
First in MindFirst in Mind
First in MarketFirst in Market
Business concept presentationBusiness concept presentationThe first sentence in business conceptsThe first sentence in business concepts
"We are in the business is providing (specific goods or "We are in the business is providing (specific goods or services) to a (specific group of customers or clients)."services) to a (specific group of customers or clients)."
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Product ConceptsProduct Concepts
1.1. กําหนดมาตรฐานของสินคากําหนดมาตรฐานของสินคา2.2. วางตําแหนงสนิคาวางตําแหนงสนิคา3.3. การสรางความเขมแขง็ของการสรางความเขมแขง็ของ
ตราสินคาตราสินคา
Customer PatternsCustomer Patterns
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The FourThe Four--P Frame WorkP Frame Work
MarketingMix
Target MarketMarketing
Mix
Target Market
ProductProduct
Cost to theCustomer
CustomerValue
Promotion
Place
Price
Communication
Convenience
PublicPublic RelationsInternetInternet
AdvertisingAdvertising
InIn--store Promotionstore PromotionDisplayDisplay
LicensingMerchandising
Sale Promotion(P.O.P point of purchase)
Event MarketingEvent MarketingDirect MarketingDirect Marketing
Sale FarceSale Farce
BrandServicesServices
EmployeeEmployee
Training CenterCenter
ManualManualSeminarSeminar
OtherOther
Marketing CommunicationsMarketing Communications
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เอกสารประกอบเอกสารประกอบ• รายละเอียดในการลงทุน• ตารางประมาณการกําไรขาดทุน• งบดานบัญชี งบกระแสเงินสด• ขอมูลประกอบอื่น แสดงศักยภาพ อตัราการเติบโต Profile
• ขอมูลท่ีเก่ียวของ ภาวะตลาด เปาหมายองคกร
สิ่งที่ตองทราบในสิ่งที่ตองทราบในระบบแฟระบบแฟรนรนไชสไชส
•• แฟรนไชสแฟรนไชสซีลงทุนเทาไรซีลงทุนเทาไร•• แฟรนไชสซอรแฟรนไชสซอรตองทําอะไรใหบางตองทําอะไรใหบาง•• อัตราคาธรรมเนียมอัตราคาธรรมเนียม•• การชําระเงินการชําระเงิน การจัดซื้อตางๆการจัดซื้อตางๆ•• คุณสมบตัิแฟคุณสมบตัิแฟรนรนไชสไชสซีท่ีตองการซีท่ีตองการ•• พื้นท่ีการเปดสาขาพื้นท่ีการเปดสาขา•• ระยะเวลาสัญญาระยะเวลาสัญญา
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การตลาดเชิงปฏิบัติการตลาดเชิงปฏิบัติFranchise Marketing Plan in
practical actions
Market analysis and strategy
The marketing program is essentially ananalysis of your concept relative to thefranchising arena.
The objectives of this analysis are twofold:- To evaluate the positioning of your
franchise in this arena- To determine the most effective means
of market entry
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Positioning
The franchising arena as a wholeThe attributes of your franchise systemYour franchisee profileYour market entry strategyIdentify the strengths and weakness of your product/service at the market levelBrand imageManagementOperating environmentBusiness and financial plans
Positioning
Positioning your concept is essential to giving you a solid
base on which to build your marketing
and selection programs
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Market entry
Determination of the alternative methods of expanding with advantages and disadvantages for the companyA qualitative analysis of each of the alternatives followed by a quantitative analysisSegmenting the market into number of company and franchised units or territories,and then prioritizing each according to anoverall market strategy
Brokers or Referral Sources
Legal issues- UFOC disclosure- State registrations- Liability issues
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BrokersBrokers
Business issues- Control- Cost- Getting the broker’s attention- Sales staff interaction
Franchise developmentFranchise development
Prescribe and prioritize the goals for implementing an effective franchise growth program
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Franchisee selection criteria andFranchisee selection criteria andmarketing strategymarketing strategy
Identify the profile of potential franchisees best suited for the franchise systemDetermine the franchisee recruitment andselection processDefine the type(s) of system expansion andmix appropriate for the systemEvaluate the company's established markets by determining the appropriateness of additional units owned by franchisees and franchisor
Franchisee selection criteria andFranchisee selection criteria andmarketing strategymarketing strategy
Assess the use of a retrofranchising strategy to exit company owned locations and reposition systemDefine critical mass standards required in targeted expansionDetermine territorial rights, if any, to be granted to franchiseesDetermine marketing/servicing rights provided to franchisees outside of defined territories
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Defining the franchisee profileDefining the franchisee profileDetermine e-commerce/catalogue/alternative rights reserved or providedDetermine the profile of franchisee who has the ability to successfully operate a franchiseDetermine the financial resources required by a franchisee for the opening and during the initial growth period of their locationDetermine whether the prospect fits well with the concept, the organization, other franchiseesThe franchisee profile serves as a set of guidelines that will assist the franchisor to select candidates most suitable for the franchiseThe franchise profile will be the foundation for the development of the balance of the franchisee selection program
Defining the franchisee profileDefining the franchisee profile
Remember - You will have to deal with this You will have to deal with this personperson regularly for the next five, ten or twenty regularly for the next five, ten or twenty years.years.Do you like them?Do you like them?
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Search/Screen/Approval/CloseSearch/Screen/Approval/Close
Search: appropriate sources for recruitingfranchisees who best fit the franchisee profileScreen: methodology and tools for evaluating franchisees (financial, personal,etc.)Approval: procedures for approving franchisees - initial assessments, deposit agreements, verification procedures, committee approval procedures, etcClose: the administrative and signingprocedures
Testing Prospective FranchiseesTesting Prospective Franchisees
Personality profilingIntelligencePsychologicalBy franchisor or third partyStandardized tests or personal interview
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Organizational structureOrganizational structure
Determine the most appropriateorganizational structure to accommodate the present organization and anticipated growth
The organization needs to provide:- Ongoing administration, compliance andmonitoring- Field support- Franchisee services
Ongoing administration, compliance and monitoring
Ensure that all business, legal and regulatory procedures are properly carried out, recorded and filed
Monitoring mechanisms are necessary to:- Ensure that locations operate in accordance
with the franchisor’s specified standards- Support locations by comparing their
relative progress- Enable ongoing evaluation of the marketability
of your products and services- Track revenues on which fees to the franchisor
are based
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Ongoing administration, compliance and monitoring
The type and depth of the administration, compliance and monitoring mechanisms depend on:- The amount of control required- The areas which must be controlled to meet the needs of the franchisor, franchisees and regulators- The policies you have instituted in the policy and procedures manual and in the legal documents- The policies that will be suggested rather than required- Requirements to avoid vicarious liability concerns while meeting brand requirements
Ongoing administration, compliance and monitoring
Areas that require control may include:• Site approval and set-up• Operational standards• POS and other IT issues• Product and service quality• Purchasing/inventory• Local marketing and advertising• Pricing strategies• Financial, accounting and statistics• Sales/marketing analysis
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Field supportField supportProvide regular ongoing support to franchised and owned locations- To ensure system compliance- To assist locations to improve their performance- Maintain a sense of unity and belongingamong franchisees- Physically demonstrate involvement in theiroperations
Field supportField supportField support must be Field support must be organizedorganized- A plan and structure for ongoing visits- Communication systems with head office- Clear decision making authority for field personnel- Contact reportsField staff should be Field staff should be experienced and well experienced and well disciplineddisciplined- Training strategy for field staff- Field staff operations manual- Field staff communications