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Marketing short course - Harper Adams University
- 1. Effective Marketing Skills for Farmers Becky Payne Senior Lecturer in Marketing and Management
- 2. Course Outline • What is marketing? • The implications of Consumer Behaviour • The Business Model Canvas • The Value Proposition Canvas • Making use of Market Research • Integrated Marketing Communications
- 4. Marketing …. • is a management process • is about seducing/delighting customers • identifies and anticipates requirements • meets customers wants and needs profitably
- 5. Environmental Scanning Defined Environmental Scanning is the collection and evaluation of information from the wider marketing environment that might affect the organisation and its strategic marketing activities
- 6. Elements of the External Environment Technological Political/ regulatory Sociocultural Economic/ Competitive Chosen Business
- 7. For example :Sociocultural • Demographics • Culture • Attitudes • Current issues
- 8. Changes in Leisure Activities • Earlier retirements • Desire for travel abroad • Active holiday agendas *Social Amenities for the Golden Age
- 9. Issues to Consider • Population distribution • Household patterns (e.g., average number of occupants per household, expenditures across product categories) • Available disposable income • Changes in consumer preferences
- 10. Task 1 Using our case study, identify as many external factors that might impact upon our ability to sell our products and services successfully…. (10 minutes)
- 12. Consumer Behaviour looks at …. • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g. brands, products, and retailers) • The psychology of how the consumer is influenced by his or her environment (e.g. culture, family, signs, media) • The behaviour of consumers while shopping or making other marketing decisions • How consumer motivation and decision strategies differ between products that differ in the level of importance or interest that they have for the consumer • How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer
- 13. Consumer Buying Decision-Making Process Situational influences Individual influences Group influences Marketing mix Decision-making process
- 14. Consumer Buying Decision-Making Process Situational influences Individual influences Group influences Marketing mix Decision-making process
- 15. Situational Influences Defined: the situation in which consumers receive information has an impact on their behaviour. Whether one is alone or in a group, in a good mood or bad, in a hurry or not influences the degree in which one sees and listens to market communications. Is it better to advertise near a happy or sad TV program? Calm or exciting?
- 16. Consumer Buying Decision-Making Process Situational influences Individual influences Group influences Marketing mix Decision-making process
- 18. Consumer Buying Decision-Making Process Situational influences Individual influences Group influences Marketing mix Decision-making process
- 19. The Decision-Making Process Problem Recognition Information evaluation Decision Information search Post-Purchase Evaluation
- 21. • What kind of purchase will address problem? • How can the product be obtained? • What information is needed? Information Search
- 23. Information Evaluation … involves a process of narrowing down a wide list of potential options to an evoked set, typically by constructing performance criteria with which to judge choices.
- 24. • Consumers may use rules of thumb to decide: Choose the cheapest Choose the most expensive Select the brand used before Others? Decision
- 25. Post-Purchase Evaluation • Affects likelihood of repeat purchase • May evoke cognitive dissonance
- 27. Purchasing Situations Routine Limited Extended
- 28. Routine Problem-Solving Situation • Low risk, low price Purchase stages • Awareness • Trial • Repeat purchase
- 29. Limited Problem Solving Situation • Moderate price, moderate risk • Relatively infrequent purchase
- 30. Extended Problem Solving Situation • High cost, high risk • Infrequent purchase
- 31. Consumer Buying Decision-Making Process Situational influences Individual influences Group influences Marketing mix Decision-making process
- 32. Personality Personality can play a role in consumer behaviour, particularly with high involvement products (e.g. choice of holiday, car, location of home..)
- 35. Consumer Buying Decision-Making Process Situational influences Individual influences Group influences Marketing mix Decision-making process
- 36. Group Membership Affects individuals by helping to • Differentiate between essential and non- essential purchases • Prioritise purchases where resources are limited • Define meaning of a product and its benefits • Foresee post-purchase implications
- 37. Other Group Influences Social class Culture Reference groups Family Sub-culture
- 38. Reference Groups • Membership • Aspirant eg Harley Davidson
- 39. Reference Groups
- 42. Task 2 • Several of your friends tell you about a great movie that has just come out • When you go to your friends’ homes, they usually serve some unusual cocktails. This has become a talking point among your friends. Next week your friends are coming to your house • You overhear another student stating that Heinz is their favorite brand of Baked Beans • When you flick through a magazine, you notice that several celebrities are wearing the same style/look of clothes • You start a new job. You dress very formally on the first day, but you notice that most other employees at your level dress more casually • You’re about to buy a new smart phone and read in the newspaper that Apple’s smart phone is now the most popular one in the world
- 43. Consumer Segmentation Bases Geographic GeodemographicMulti-variable Behaviour Psychographic Demographic
- 44. Consumer Segmentation Bases Geographic GeodemographicMulti-variable Behaviour Psychographic Demographic
- 45. Geographic Segmentation and Instant Hot Chocolate • Ideal for UK market (homes equipped with kettles, nice bedtime drink, or substitute for tea, low calorie treat) • Less so for French market (kettles uncommon, norm of making hot chocolate with milk rather than water)
- 46. Consumer Segmentation Bases Geographic GeodemographicMulti-variable Behaviour Psychographic Demographic
- 47. Demographic Segmentation • Age • Gender • Race • Income • Occupation • Social status • Family structure
- 48. Consumer Segmentation Bases Geographic GeodemographicMulti-variable Behaviour Psychographic Demographic
- 49. Geodemographic Segmentation and Acorn • The analysis of people by where they live • Micro-targeting system • Targets by neighourhood
- 50. Consumer Segmentation Bases Geographic GeodemographicMulti-variable Behaviour Psychographic Demographic
- 51. Lifestyle Orientations in the USA
- 52. Psychographic Segmentation • Lifestyle segmentation • Categories – Activities – Interests – Opinions – Demographics Who does Quorn target? Source: © Quorn http://www.quorn.co.uk
- 53. Why Use Psychographic Segmentation? • To define a target market • To create a new view of the market • To position the product • To better communicate product attributes • To develop overall strategy • To market social and political issues
- 54. Consumer Segmentation Bases Geographic GeodemographicMulti-variable Behaviour Psychographic Demographic
- 55. Behaviour Segmentation • End use • Benefits sought • Usage rate • Loyalty • Attitude • Buyer readiness e.g. usage segmentation in the soup market •Dinner party starter •Warming snack •Meal replacement •Recipe ingredient •Easy office lunch •Get Well Gift?
- 56. Consumer Segmentation Bases Geographic GeodemographicMulti-variable Behaviour Psychographic Demographic
- 57. Once segment defined…. What about individual consumer’s relationship with the product/service? …. “Buyer readiness”
- 58. Loyalty Segments • Current loyal user, continuing purchase • Current customer, switching possible • Occasional user, could become loyal • Occasional user, switching possible • Non-user, could become user • Non-user, unlikely to become user
- 59. The AIDA Response Hierarchy Model (a.k.a. The Loyalty Ladder) Awareness Interest Desire Action St. Elmo Lewis (1908)
- 60. Is it appropriate to define, identify and target segment for all consumer products?
- 61. Segmentation Targeting Strategies Undifferentiated Differentiated Concentrated
- 62. Undifferentiated Strategy Marketing mix The market e.g. Petrol : Large economies of scale : BUT someone more focused than you may ‘steal’ your customers
- 63. Differentiated Strategy Marketing mix 1 Segment 1 Marketing mix 2 Marketing mix 3 Segment 2 Segment 3 e.g. Ford and Cadbury : more expensive but spread risk of loss of market share : detect new opportunities earlier
- 64. Cadbury’s Market Segments • Immediate eat • Home stock • Kids • Seasonal • Gift
- 66. Concentrated Strategy Marketing mix 2 Segment 2 e.g. Local farm shop : detailed customer knowledge : high risk : if competitor’s spot profit may enter market with economies of scale of differentiated strategy (e.g. supermarkets)
- 67. Task 3 What do you think a business model is? What is it for? 10 minutes
- 73. So lets build some models..