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Aj maly pes vie stekat a nahnat ovce... Marketingova prednaska od Milos&Peto, FMUK Podnikanie :)
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„Miloš Mrva 2013
Insights intomarketing of SMEs
„Miloš Mrva 2013
Marketing research and market analysis- Data mining :- About customers, competition, industryMarketing communication- Advertising, sales promotion, PR and
personal sales
Two perspectives of marketing
„Miloš Mrva 2013
• Lack of formalised planning• Restricted scope and activity• Simplistic and random• Product and price orientation• Owner-manager involvement
Marketing in SMEs vs. large comp.
„Miloš Mrva 2013
Top-down theory• Segmentation• Targeting• Positioning
Bottom-up practise (stages of targeting)• Identification of market opportunity• Attraction of an initial customer base• Expansion through more of the same
Marketing approaches
„Miloš Mrva 2013
IndustryCompetitionCustomer
Marketing INFORMATION
„Miloš Mrva 2013
Primary vs. secondary data• Personal research (product samples testing, questionaire
survey, interviews, group discussion)• Statistic data (geodemographic and economical
databases)• Competition information (mysteryshopping, observation,
free accesible data – websites, etc.)• Expert estimates
Marketing analysis
„Miloš Mrva 2013
What is your industry? Where your salesactivities take place?Definition of your market:• Product point of view• Geographic point of view• Information about market• Size, trends, biggest players (shares)...• Porter 5 forces• PESTLE
Industry and market
„Miloš Mrva 2013
Porter 5 forces analysis model
„Miloš Mrva 2013
„Miloš Mrva 2013
• Direct and indirect competition• Different levels of competition
• Geographic, product and customer aspect ofcompetition
• Strenhts, weaknesses, product portfoliooverview, pricing...
• Competitive edge – unique characteristic of yourbusiness compared to the competition
Competition
Miloš Mrva 2013
similar products similar target market
same fundamental solutions to the consumers’ needs -substitution
Budget competitionPotential competition
Everyone else
„Miloš Mrva 2013
• Who is my typical customer?• criteria of segmentation, • Definition and description of 1 or more target
groups• Quantification – specific estimate of target group
size
Target groups
„
Empathy map
„Miloš Mrva 2013
Which is more?
B2C vs. B2B
„Miloš Mrva 2013
B2C vs. B2BB2C B2B
Product driven Relationship driven
Maximize the value of the transaction
Maximize the value of the relationship
Large target market Small, focused target market
Single step buying process, shorter sales cycle
Multi-step buying process, longer sales cycle
Brand identity created through repetition and imagery
Brand identity created on personal relationship
Merchandising and point of purchase activities
Educational and awareness building activities
Emotional buying decision based on status, desire, or price
Rational buying decision based on business value
„Miloš Mrva 2013
B2C shifting to B2B principles
„Miloš Mrva 2013
B2C vs. B2BB2C B2B
Product driven Relationship drivenMaximize the value of the transaction
Maximize the value of the relationship
Large target market Small, focused target marketSingle step buying process, shorter sales cycle
Multi-step buying process, longer sales cycle
Brand identity created through repetition and imagery
Brand identity created on personal relationship
Merchandising and point of purchase activities
Educational and awareness building activities
Emotional buying decision based on status, desire, or price
Rational buying decision based on business value
„Miloš Mrva 2013
5 x
„Miloš Mrva 2013
5 x more expensive
„Miloš Mrva 2013
It Costs Five Times More to Acquire a Customer than to Retain a Customer
„Miloš Mrva 2013
„Miloš Mrva 2013
• Direct communication with potential and existingcustomers
• Important part of marketing and sales process in SMEs (especially in B2B)
• Cost of direct selling – key issue
• Cold calls vs. warm calls – power of references
Direct Selling
„Miloš Mrva 2013
• Myths and legends• Negative perception of DS
• Pros and cons• Independence, responsibility for own results
Direct Selling
„Miloš Mrva 2013
• E-mail : 1:1000 – 1:100 000 probability of positivefeedback
• Phone : 1:100 – 1:1000• Personal sale : 1:5 – 1:50
E-mail vs. phone vs. personal sale
„Miloš Mrva 2013
C R M
„Miloš Mrva 2013
System of workSoftware solutionRecording and using ofwide range of customerrelated information
CRM
Outlook interface, automaticassignment of e-mails to current
Individual requirementscoding
Existing cust.(structure, purchasebehavior)
Outgoing Why leaving?Leaving to competition?What wouldconvince themto return?
New customers
What is the cost of aquisition of anew customer?
What is the pipeline ratio?
What is retentionrate? What isretention costs? Whatis customer lifecyclelooks like?
Pipeline
Aj malý pes vie nahnať ovce.
Mgr.Miloš Mrva PhD. & Mgr.Peter Marcin 2013
Marketing
Communications"Marketing communications are the means by which firms attempt to
inform, persuade, and remind consumers - directly, or indirectly - about
the products and brands that they sell.„ – Philip Kotler (Marketing Guru)
Marketing
≠
reklama !!!
Aj malý pes vie štekať.
Mgr.Peter Marcin 2013
Ak vie na koho šteká...
Mgr.Peter Marcin 2013
Big Dog Small Dog Snoop DogMgr.Peter Marcin 2013
Ako štekať???Lacno
Inak
Zaujímavo
Storytelling
Efektívne
Online
Viral
PR
a Vzťahy, vzťahy a vzťahy...
BUZZ Emócia a dôvod o vás hovoriť...
Mgr.Peter Marcin 2013
Kade štekať...
Mgr.Peter Marcin 2013
Aj billboard môže zaujať...
Aj leták...
Alebo iný
pútač...
Guerrilla
QR
Try usual
in the unusual way.
Štekajte na nete.
Must Use Social Media:
Facebook, YouTube, Google Plus
Iné webové kanály:
Blog, diskusie, fóra, portály...
http://www.youtube.com/watch?v=vnOyMSEWNTs
Reklamné video
http://www.theworldsworstwebsiteever.com/http://www.dash.com.hk/http://gnewtcargo.co.uk/
Website
Try AdWords a Analytics
one of best VIRAL ever...
Hand shake and
business card.
amazing new social networking tool
Cross promote
with other local businesses.
Offer freebies.
and do PR
Word of mouthPodľa prieskumov 90% spotrebiteľov verí odporúčaniu, a len 14% reklame!
Mgr.Peter Marcin 2013
Customers are people — not numbers.
Develop relationships
with your customers...
Marketingový plán vo vašich biznis plánoch
Competitive edge
Marketing objectives
Marketing methods
Funding
Mgr.Peter Marcin 2013 – [email protected]
