titl CZ OPVK_MU_vlevo_2 Název prezentace v zápatí 1 Marketing management © Leonard Walletzký zahlavi CZ On previous presentation * Motivation * Why do we need marketing? * Why IT should cooperate and understand marketing? * Marketing of services basic * Diversity between goods and services * Why are services more important than goods (or are not?) * Tangibility spectrum Název prezentace v zápatí 2 zahlavi CZ Marketing management •Analysis •What we are going to sell? •Who are our customers? •Planning •What information do we need? •How to schedule our actions? •Implementation •Acting according the plan •Control •What can we do better next time? • 3 zahlavi CZ Marketing framework Název prezentace v zápatí 4 zahlavi CZ Marketing Strategy * Marketing strategy is the link between corporate goals and operational tactics * There are two primary considerations in marketing strategy— * Where are we? * Where do we want to go? * To see * Mission * Vison zahlavi CZ Portfolio Assessment Tool * Boston Consulting Group matrix * Brands or products are classified according to whether each has a strong or weak market share and slow or growing market * Dog: low share, low growth * Star: high share, high growth * Cash cow: high share, low growth * Question mark: low share, high growth zahlavi CZ Boston matrix Název prezentace v zápatí 7 High High Low Low Relative Market share zahlavi CZ BCG Portfolio Analysis * Stars: optimize or hold * Dogs: minimize or divest * Cash cows: milk * Question marks: unknown * New technologies, uncertain markets, etc. * If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks zahlavi CZ Corporate Identity * What is the company’s typical philosophy toward the marketplace * Offensive * Defensive * Leader * Follower zahlavi CZ Corporate Identity * Leader has several meanings… * Largest market share * 1st to market * First to market may or may not be beneficial because adoption can be slow * Quick to innovate and improve, etc. * Quick followers can learn from leader’s mistakes zahlavi CZ Corporate Identity * A company may be a leader for some of its brands/products and not others • * A company may be offensive and defensive to vary its portfolio • * A company’s products’ life cycles may influence its identity zahlavi CZ Marketing Metrics * Profitability * Sales * Share * Average prices * Levels of awareness * Penetration in trial * Customer satisfaction * Employee satisfaction, etc. zahlavi CZ How to increase profitability Název prezentace v zápatí 13 zahlavi CZ Example: Metrics 61328770460918.png zahlavi CZ Goals * Let’s make more money * Let’s delight our customers * Let’s redefine our position * Goals about broader concerns zahlavi CZ Let’s Make More Money * State sales objectives in terms of * Currency * Market share * Units * Change from last year or quarter * Region * Investments made toward current sales * ROI, ROE, ROM (marketing), ROQ (quality) * Growth zahlavi CZ Let’s Delight Our Customers * Enhance customer satisfaction * Increase loyalty * Reward influential customers * Spread word of mouth * Offer personalization * Increase customer lifetime values zahlavi CZ Let’s Redefine Our Position * Product * Build new product sales * Build product category * Build brand equity * Awareness * Positive brand associations * Brand preference * Trial * Repeat * Brand loyalty * Brand love zahlavi CZ Let’s Redefine Our Position * Promotion * Spend ad dollars more wisely * Determine most appropriate media * Determine most appropriate frequency * Determine most appropriate message, etc. zahlavi CZ Let’s Redefine Our Position * Channels (Place) * Determine appropriate channels * Determine multichannels * Determine lower cost channel interactions * Determine whether to outsource functions to channel partners, etc. – * Price * Determine high price or low price zahlavi CZ Goals about Broader Concerns * Goals that go beyond marketing * Human resource, finance, production, etc. * Societal concerns * Charitable or community contributions * Boosting stability of local employment * Demonstrating leadership in environmentally friendly business practices, etc. zahlavi CZ Goals * Goals can be complex, numerous, interconnected and overwhelming • * Focus on most important goals first • * Consider the time frame and the financial support need to achieve the goals zahlavi CZ Basic Strategies * Do nothing * Let the brand sink or swim on its own – * Do nothing differently * Maintain business as usual – * Take action * Do something different * Marketers have control over STP and 4Ps zahlavi CZ OPVK_MU_vlevo_2 Název prezentace v zápatí 24 •Thank you for the attention