2. [BEN 2010]
introduction to cyberpreneurship

3. DEFINITION
 MARKET? (1st Lecture)
 MARKETING
 A process to identify, anticipates and
satisfying commercial customers
community
 MARKETING PLAN
 A detailed system describing a specific
action to persuade the commercial customer
to buy the goods and/or services you offer.

4. FUNCTIONS
A SPECIFIC S.O.P.(Manual) to compete in the marketplace
• What is the best way to penetrate students market?
A MEASURABLE predicted outcome [calculated risk]
• At the end of the day, how much sales you are targeting?
An ATTAINABLE marketing effort
• If we sells the same product like the rival, what is the chances we can sell more?
Identify your REALISTIC target market
• Student market vs. Staffs market? What is the best price?
A TIMELY plan to generate revenues for your business
• How long to deliver 1 order? How long to close 1 sales?

5. OUTLINES
PRESENT  FUTURE
PAST  Where do we  How do we
Where have we want to go? get there?
been?
• Marketing • Specific
• Perform
Market Objectives Marketing
for the next Strategies
SWOT business that will be
Analysis window implemented
TIMELINE

6. The challenge for an entrepreneur is
to find a RIGHT customer
@ a RIGHT time
@ a RIGHT place

7. EXAMPLE:
 The challenge for
sport-tees.com is to
find:-
 a RIGHT customer
 (sport t-shirt fan)
@ a RIGHT time
(When Customer feel like
want to buy)
@ a RIGHT place
 (Online
E-Commerce
Website)

8. STEPS OF MARKETING PLAN
Defining Business Situation
• Week 10-12 Business Venture Project
Defining Target Market
• Market Segmentation e.g. staffs, students, visitors
Analyzing SWOT
Establish Marketing Goals
Defining MP Mix
Implementing MP
Monitoring & Controlling MP

9. MARKETING MIX COMPONENTS
Product Place
Price Promotion

10. PRODUCT
• Value Proposition
Product • Uniqueness – Special /Limited Edition/2 in 1
Strengths & • Features – High Quality/ Reliable
• Benefits –Easy to use / Healthy
Weaknesses • Technology - Latest Innovation
• New / Unknown -Its new and trendy
Brand Name • Existing / Known – Its classic and proven
/ Image

11. EXAMPLE 1:

12. PLACE
What type
of B2B / Specific/Niche
business B2C Mass
activity
Physical Kiosk Online
Location & •
•
Misri Plaza
Central Plaza
• Web portal
• Blogsites
Logistics •
•
Hostel
Library
• Facebook

13. EXAMPLE 2:
MASS MARKET
PRO MARKET

14. PRICE
Know your product • Basic cost
cost • Variable cost
Profit Margin • In percentage [%]
• Direct competitors (Same product Vs Same product)
Competitors price • Indirect ( Product Different but in same Product Group)
Pricing Strategy • Skimming or Penetrating
Price tag to your • Per unit
product • Across the products offering ( package)

15. EXAMPLE 3:

16. PROMOTION
Brand & Business Tagline
• Emotionally connected with customers.
Sales Promotion
• Individual Discount (%)
• Buy 1 Free 1
• Buy More, Discount More e.g. 1 unit = RM 3.50, buy 3 = RM 10
Personal Selling
• Talk 1 to 1 to customer
Advertising
• Word of Mouth
• Brochures/Pamphlets
• Online
Viral Marketing
• SMS, video clips (YouTube), applications (iApps), facebook etc

17. EXAMPLE 4:

18. RECAP: MARKETING PLAN
http://www.seo-package.co.uk/marketing-for-consumers/

20. Quote to ponder………
“You now have to decide what
'image' you want for your brand.
Image means personality.
Products, like people, have
personalities, and they can
make or break them in the
market place."
David Ogilvy (1911-1999)
: Father of Advertising