1. What is
Marketing?
Marketing?

2. Identifying
Anticipating
Satisfying
Customers
Profitably

4. Marketing Plan
• Situation
• Objectives
• Strategy
• Tactics
• Action
• Measurement

5. Situation
• Where are we now ?
• Where do we want to be ?
• How do we get there ?
• Strengths and Weaknesses ?
• Opportunities and Threats ?

6. SWOT Analysis
Strengths Weaknesses
Opportunities Threats

7. Portfolio Summary
Business Strengths
High Low
High
Market
Attractiveness
Low

8. Objectives
• ‘The point of any marketing
is to increase demand for
your products and services’
• Your best business comes
from your existing customers

9. Objectives
• Customer Retention
• Existing Customer Growth
• New Customers
• Brand awareness
• Local Profile

12. Strategy - the 4 P’s
• Product
• Price
• Place
• Promotion

13. The 4 P’s and the 4 C’s
• Product Consumer
• Product Choice
• Price Cost
• Place Convenience
• Promotion Communication

15. Ansoff Matrix
Products Products
Established New
Established
Markets Product Development
Market Development
New
Markets
Market Extension Diversification

17. Tactics - Communications Mix
• Advertising
• Website
• Public Relations
• Social Media
• Sales Promotion
• Direct Marketing
• Personal Selling

18. Decision Making Process
• Problem Recognition
• Search for Information
• Evaluation of Alternatives
• Purchase Decision
• Post-Purchase Confirmation

19. Advertising
• Attention
• Interest
• Desire
• Action

23. Website
• Content
• SEO
• Navigation
• Interaction

24. Public relations
• Advertising Substitute ?
• Reader relevance
• Media contacts
• Selective

30. Social Media
• Twitter
• Facebook
• Linked In
• You Tube
• Blogs
• Demonstrate your expertise

31. Sales Promotion
• Free
• Win
• Save

34. Direct Marketing
Personal Selling
Personal Selling
• Leaflets
• Emails
• Letters
• Shows / Exhibitions
• Street Selling

36. Barriers to Communication
• Physical Noise
• Technical Noise
• Lack of Interest
• Making Assumptions
• Emotional Reactions

40. Action
Agree Objectives
Agree Budget
Source Options
Negotiate with suppliers
Make Decisions
Crack On

41. Measuring Success
Increase in sales ?
Increase in enquiries ?
Increase in footfall ?
Increase in unique visitors ?
Improved customer retention ?
Number of new customers ?

42. Top 5 Marketing Ideas for my business
1.
2.
3.
4.
5.

43. Transformation Grid
Eliminate Create
Reduce Increase

44. Summary
• Identifying / Anticipating / Satisfying
• Complete Customer Interaction
• External and Internal
• Integral part of the business plan

45. And finally remember ......
• Make it easy to buy
• Your best business comes from your
existing customers
• Revolve around your customers not
your processes
• Make it fun !

46. What is
Marketing?
Marketing?

47. Top 5 Marketing Ideas for my business
1. Networking
2. Advertising
3. Original Ideas
4. Speaking / Events
5. Linked In / Website