MARKETING STRATEGY Jean-Antoine Moreau

Jean-Antoine Moreau (Engineer)
MARKET
© Jean-Antoine Moreau
Copyright managed by ADAGP

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« The reason for being of a company is to
create and to keep a customer. »
Theodore Levitt

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“We are what we repeatedly do, excellence then is
not an act but a habit.”
Aristote

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MARKETINGMARKETING
ACTIONACTION

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in a competitive marketin a competitive market

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• Sell, Sell, Sell.
• It’s to win, to win, and still to win.

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organization
product
To sell
Enterprise
Company
Firm
publicity commercial
communicationinformation

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organization
product
To sellTo sell
Enterprise
Company
Firm
publicity commercial
communicationinformation
Marketing Actions

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The company has to produce only what she
can sell.

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MARKETING
MARKETING Knowledge

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Marketing
Define the goal
Objectives
Scheduling

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Marketing
Knowledge
Environment

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Marketing
Knowledge
Environment
social Legislative
law, act, statute
demographic technological

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Market Analysis

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Business
Study
Researc
h
To get

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Research
Advertising

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Advertising
Support

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To prosper, a company (enterprise) has to
sell its products.

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 To prosper, a company (enterprise) has to sell its
products.
 The company must be the best

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The servicesThe services are dematerialized products.are dematerialized products.

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To sell
Product
Service
How
Who
Whom
Why
When
where

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To sell
a process
You need

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STRATEGY – POLICY - PROCESS
• Market Analysis
• Diagnostic of the market
• Define objectives
• Define the goal
• Development
• Market choice
• Budgeting

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Market Analysis
Diagnostic
Define objectives
Define the goal
Development
Market choice
Budgeting
Strategy
Trade policy
Marketing policy

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Strategy – Policy
•constructive approach
•engage constructively
•proactive approach
•preventative approach

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a winner approach.

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STRATEGY
impact
product market market share
market penetration
decision process
foreign
alliance
company

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StrategyStrategy
•Profitability
•Security
•Expansion

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StrategyStrategy
•Profitability
•Security
•Expansion
The goal

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STRATEGYSTRATEGY
• Product
• Price
• Communication
• Distribution
• Retail
goal

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Job
Work
enterprise
company
Strategy area
Strategy Domain

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Strategic Analysis
competitiveness
human resources monetary resources physical resources
technical innovation
market
client - customer

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in c r e a s e
t h e c a p a c ity
a c q u ir e
t a k e o v e r
t h e c o m p e t it o r
S p e c ia lis a t io n f r a g m e n t
a c t iv it y
d if f e r e n t ia t io n
b o o k e d m a r k e t
S T R A T E G Y

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Knowledge
Learn about
Your market

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Learn about
your customers

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Target customer
Typology
Segmentation

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analysis
Target costumer
Quantitative
Qualitative

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market
customer
motivation study
motivation research motivation analysis

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The goal
The objective
the satisfaction of needs

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To know your marketsTo know your markets

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Primary needs
• The food
• Clothing
• Find an accommodation

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Secondary needs
• Security
• Esteem
• Identification
• Recognize
• Perform
• Accomplish
• Membership in a social group

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– To do
– To make
– To read
– To see
– To go
– To play
– To listen
– To learn
– To speak
– To move
– To collaborate
– …
Motivation

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• Motivation
– To do
– To make
– To read
– To see
– To go
– To play
– To listen
– To learn
– To speak
– To move
– To collaborate
– …
Projection on the future

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AttitudeAttitude
MotivationMotivation

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AttitudeAttitude
family social class references
group
emotional
affective
modelintellectual leadersocial
culture

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AttitudeAttitude
family social class references
group
emotional
affective
modelintellectual leadersocial
culture
AttitudeAttitude

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ATTITUDE
conscious attitude unconscious attitude

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ATTITUDE
conscious attitude unconscious attitude

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Attitude
Motivation
Constraint
Context
Satisfy
Need Social evolution
Mechanism
Personal image
Social image
Image of group
Image in the group Image for the group

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Behavior of the consumerBehavior of the consumer

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Behavior of the consumerBehavior of the consumer
The purchasing modelThe purchasing model

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The purchasing model
Suggested by the researchers :
Skinner
Howard
Sheth
Nicosia
Engel
Kollat
Blackwell

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Products and services are
made by the company for
its customers

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consumer behavior
social environment situation
marketing
variable
personality
attitude
mentality
decision process
purchasevaluation

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consumer behavior
social environment situation
marketing
variable
personality
attitude
mentality
decision process
purchasevaluation
adaptation process
resolution process
decision process
emotional
affective

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behavior
rational > rationality
irrational > irrationality
time > delay > duration

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purchasing behavior
thoughtful - thinking impulsive
places of sale
association favoring the sale
product - function - replacement
personal ownership
self-respect

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To sell
youhave
to invest

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customers
account
management
topology
customer

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customers
topology
criteria
personality motivation tastes habits
practice
conversational
mode
life style

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To sell
You have
To invest
products services
need
customer profile

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industrial policy commercial policy
services policy human resources policy
research policy quality policy
strategy policy
customer
client

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industrial policy commercial policy
services policy human resources policy
research policy quality policy
strategy policy
customer
client

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You work for your customers

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Your customers
Your clients
Are the hub of your Business

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To sell,
it is necessary to have something to sell.
it is essential to want to sell.

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Without offer
no possible sale

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• To have products and services to be sold, it
is necessary to want to realize them.
It is necessary to want to do a product or a
service for his customers.

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How to know your sales people?
How to know the retailers?
• image – representation
• framework
• difficulties
• quality
• wish
• motivation
• after-sales services
• influence

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the study of motivation
cycle
information
qualitative
test
validation

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Technical used
in the motivation research

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“Everyone thinks of changing the world,
but no one thinks of changing himself.”
Tolstoy

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Interview
– non-directive
– associative type
– separate type

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interview
associative type
association
connection
words
image
representation
words of control
supplementary
words for information
concept

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“Courage is grace under pressure.”
Hemingway

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tests
projective tests thematic tests

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tests
projective tests thematic tests
Imaginary advantages of the product
Real advantages of the product

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exploitation of the motivation study
Analysis of the contents of all the elements
Psychosociology
Vertical analysis Horizontal analysis

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analysis
selling prospecting activities
variations
business
follow-up
complaint

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analysis
selling prospecting activities
variations
business
follow-up
complaint
Distributor
Retailer
Product

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Specific survey
sample card check sample cluster samplingarea sampling quota method

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keep this in mind:
• The current crisis is an human crisis, it is not a
technical crisis.
• Your customers are human beings, your
customers are not machines to be consumed.

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You need to understand your customers.

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A simple sample
purchase
questioning
Who purchase
or not ?
What ?Where ? When ?How ?
Quantity
amount ? Frequency ? Price?

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Questioning
use :
– closed questions (answer YES or NO)
– open questions (all answers are possible)
– issues ranked

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Valuation social of the product
Motivation
Customers

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• Companies control their production.
• Companies do not know :
What it is the life of the product in the consumer’s
home?

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• The life of the product or service in the
consumer home.

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In all cases, we need a customer’s feed-back.

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The feed-back is used in the Media Plan.

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Retailers
panels of retailers
• Dynamism of the distribution network
• Profit of every point of sale
• Ranking
• Competitors
• Characteristics of points of sale
• Adaptability of points of sale
• Range of products
• Quantity
• Conditioning unit
• Availability
• Inventory management
• Order processing
• Management of the customers
• Advertising – publicity
• Advertising method
• Turnover
• Responsibilities
• Sampling cooperation between retailers
• Chains sales

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Markets of test
zones of test

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Communication
Duration
Measurement system
of the consumer’s behaviors

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Markets industrialists,
Customers,
Companies
Private individuals

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aproach
Quality
Cost
Result

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n e w p u r c h a s e s a s s o rt m e n t r e n e w a ls t e c h n ic a l c o m p le x ity
P u r c h a s e s

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The Product

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A service is also a product

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product service
lifecycle

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product service
lifecycle
internet
software harware

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Launch of the product
development of produced
growth of produced
maturity of produced
saturation of produced
decline of produced
functional improvements

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If you have to
sell nothing.
You will sell
nothing

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If you have to
sell nothing.
You will sell
nothing.
You have to innovate to
meet the needs of your
customers, otherwise they
will go to another supplier.

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If you have to
sell nothing.
You will sell
nothing.
You have to innovate to
meet the needs of your
customers, otherwise they
will go to another supplier.
Otherwise, it will be the
unemployment

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Nothing to sell
Nothing saleable
Unemployment

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Unemployment
is
a result
Maladjustment
N
E
E
D
S
C
U
S
T
O
M
E
R
S

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Your customers are your work
Your customers are your future

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 Those who forget their customers have bad economic
results.

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PRODUCTS - SERVICES
FUNCTIONS

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Ordinary consumer goods;
Convenience goods;
Staple commodities;
Products of second necessity;
Sustainable consumption;

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Products - Services
• Reference
• Articles
• Lines
• short-range products
• Long-range products

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Leading products;
Locomotives products;
Tactical products;
Appeals products;
Products starting line or start;
Products in decline;

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The company sells responses to market needs.
The company sells functions related to the needs.

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The functions have a value.
The functions have a price on the market.

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Functional analysis of the value
Functional analysis of the value is used to
reduce the development costs to a minimum,
relying solely on function.

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product service
image
halo effect
moral value social symbolic

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product service
image
halo effect
moral value social symbolic
Social class
Country

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the brand
has
a reputation

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The knowledge of the social environment is essential.

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The knowledge of the business environment is essential.

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The knowledge of the environment
product distribution sales methods forms of distribution

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Forms of distribution
• Independent trade;
• Associated trade;
• Integrated trade;
• Cooperative trade;
• Distribution circuit;
• Trade network;
• Trade franchised;
• …

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Distribution circuit - Distribution network
Distribution method
actors - players
distribution and consumption

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Distribution circuit - Distribution network
time consuming
Express – in Live
short
producer
distributor
merchant - trade
retailer
consumer
wholesaler

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costs depend on
the number of
actors

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distribution of a product
generates a cost.

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 distribution of a product generates a cost.
• each phase at each stage of marketing the product,
there are:
– costs,
– expenses,
– profit taking,
– wages - salaries,

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 The cost reduction allows to invest in new products.

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Know your competitors on your market for
your products.

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 What are your competitors?
 What is their number?
 What is the financial capacity of your competitors?

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 What is the capacity of your competitors?

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What is the flexibility of your competitors?

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Do your subcontractors outsource their
manufacturing?
How do they make?

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Do your competitors market they their
production?

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Do your competitors export?
– How do they make?
– What market?

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 Do your competitors market their production
under the name of their own brand?
 What represents the name of their brand?
for you ?
for the market ?

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• What is the value of your competitors’s
sales force?

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• How is the sales force of your competitors
paid?

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• What is the communication policy of your
competitors?

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• What is the dynamics of your competitors?

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• What is the history of your competitors?

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• What is the history of each product?

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• What is the potential of research for every
competitor?

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• What is the price strategy of your competitors?

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• What is the strategy of monetary exchange
used by your competitors?

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• What is the politics of implemented quality
used by your competitors?

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• What is the positioning of your competitors
on the market?

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• What is the brand image of your
competitors?

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• What is the size of the ranges of products of
your competitors?
– Qualitative modulation?
– Quantitative modulation?

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• What are the reasons of purchase for products
made or sold by your competitors?
• What are brakes in the purchase of competitive
products?

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• Your commercial competition is it ?
– Direct;
– Indirect;
– Substitution;

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• What is the purchasing power of the customers
of your competitors?

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Knowledge of the statutory environment
Export

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Knowledge of the statutory environment
Outsourcing Offshoring

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• To gain market shares, it is necessary to
answer the real needs for the populations. It
is thus necessary to listen to his customers.

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It is necessary to act on the market
It is necessary to convince his prospective customers.

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It is necessary to act on the market
To win the commercial competition

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The role of the
manager is to
encourage his teams to
win.

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Knowledge
Action
Success

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Advertising - Publicity

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Publicity
products services Brands
Branding
brand image
Branding
institutionalization
professional sector

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Publicity
products services Brands
Branding
brand image
Branding
institutionalization
professional sector

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PUBLICITY
MEDIA

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Media
press display radio Cinema
movies
television
social
network
Internet
tools

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The objective of the company is of maximize its profit.

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The company has to be known.

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The manager has to make the good decision
at the right time.

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A good decision taken at the wrong time, at
best will be of no use, in the worst its
effects will be bad.

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Everything must be made at the right time.
It’s the professional attitude

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The company owes:
– Present its new products;
– Influence the consumer habits;
– Develop its fame;
– Reassure and give urge;
– Act on the image of the product;

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• The company has to work in mode associated
with its markets and customers.
• The company does not have to use the mode :
separate.

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• Define objectives:
– short-term,
– medium-term,
– long-term.

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a company which does not know where it goes,
arrives
at the bankruptcy.

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To gain new customers, it is necessary:
• Love his customers;
• Like his profession;
• Like working;

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• Have a vast knowledge of the data of the market:
– Quantitative;
– Qualitative;
– Motivations;
– Distribution;
– Competition;
– Legislation;
– Products;
– Packagings;

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• Know how to define the constraints to
which are subjected the company.

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• Know how to establish the list of points:
– Positive;
– Delicate;

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DefineAdvertising subjects
Motivations of the customers
Advertising axes

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DefineAdvertising subjects
Motivations of the customers
Advertising axes
products or services

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Marketing
people
The creative
people
The commercial
people
message - advertising
segment of customers
Advertising shape
Intermediate target

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the advertisement must be tested.
the publicity must be tested.
effectiveness of the message

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to test the publicity
• How many people do they remember
having seen the message?
• How did we associated the message with
the presented product?
• How did we perceived the meaning of the
message?
• How can the customer believe what we
assert him?

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• The symbolic meaning of the message?
• Associations created by the message?
• The positive interest of the message for the
one who hears it or visualizes?
• The audience of the message?
• The penetration rate of the commercial
publicity?
• The rate of traffic of the message, publicity?

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publicity
Commercial efficiency
goal

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publicity
Commercial efficiency
goal

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Sales promotion
Consumers Producers Distributors Users Sales force

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Phase - Step
Launch
Growth
Maturity
Saturation
Decline

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Public relations

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The public relations are a part of the advertising
communication.

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Public relations
how to become an ally of the public.

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The public relations
a marketing technique

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To sell well
It is necessary to know how to buy

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Price policy
Attack the competitors
Defend itself
Become established
Skim the market
Penetrate into the market
To incite the users to consume

Consideration of the constraints

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The constraints
• The legislation – law;
• The production capacity;
• The know-how of the staff;
• Market prices;
• The economic situation;
• The cost of the product;
• The type of market;
• The type of competition;
• The type of product;
• The standards;
• The demand of markets;
• The psychological factors;
• The sociological factors;

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The launching of a new product

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It is necessary to know the environment.

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Environment
• Customers,
• Economy;
• Commercial;
• Law;
• Social;
• Politics;
• Investment;
• Shareholder;

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• It is necessary to make the evaluation of the
potential demand.

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We need to evaluate the competition.

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• Analysis of the offer;
• Analysis of the potential demands;

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prototyping
develop and finalize a prototype

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define the strategy of product launch

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advertising - pubilicity

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Sale - Sale
always sell

MARKETING STRATEGY Jean-Antoine Moreau

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MARKETING STRATEGY Jean-Antoine Moreau