1. • Provides an overview of a marketing strategy.
• Explains the concept of the four marketing Ps.
• Determines how to set SMART marketing objectives.
• Describes how to develop a product strategy.
• Outlines how to set a price.
• Describes how a product can be distributed.
• Explains how to set a promotional plan.
• Explains the selling process.
• Considers the importance of customer care for your business.
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2. Introductions
• Who am I?
• Who are you?
• What is the name of your business?
• How long have you been trading?
– If not trading yet, proposed start date?
• What do want to learn from today, what is
your objective for this session?
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3. Marketing – Defined
• “The management process responsible
for identifying, anticipating and satisfying
customer requirements profitably”
• “Selling goods that don’t come back to
customers that do”
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4. The Four Marketing P’s/Mix
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5. 3.3 Product
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6. Product
Core
Product
Actual Product
Product Strategy
Augmented
Product
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7. Product Levels
Product Levels Your Product/ Service
Core Product
(Brief Description)
Actual Product
(General Benefits)
Augmented
Product
(USP)
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8. Price - Factors
Internal Factors External Factors
• Marketing • Nature of the
objectives market and
• Marketing mix Pricing demand
strategy Decisions • Customers
• Costs • Competition
• Organisational • Environmental
considerations factors
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9. Price Floors &
Ceilings
Price Ceiling The most the
customers will pay
Competitors
Market
Prices
Competition
Prices
Break-even Price
Price Floor
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10. Pricing Tactics
• Recommended Retail Price
• Cost Plus Pricing
• Market Led Pricing
• Differential Pricing
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11. Pricing Tactics
• Odd Value
• Loss Leaders
• Price Skimming
• Penetration
• Discounting
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12. Place – (Distribution)
“Involves getting the
right product to the
right customers in the
right place at the right
time.”
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13. Place – Channel Levels
Producer
Agent
Sales Agent
Direct
Wholesaler
Retailer Distributors
Customer
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14. Factors to Consider
• Cost
• Competition
• Customers
• Type of Business
• Planning Permission
• Location
• Available Intermediaries
• Logistics
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15. Promotion
• Promotion ultimately about…
RETURN ON INVESTMENT
Key Question to every new customer…
WHERE DID YOU HEAR OF US?
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16. Promotional Decision
Factors
Mission: Objectives Setting
Marketing: Budget Decisions
Medium: Decisions Message: Decisions
Measurement:
Campaign Evaluation
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17. Pluses and Minuses
Promotional Mix Advantages Disadvantages
Advertising •Reaches many •Impersonal
buyers •Can have a short
•Familiarises brand lifespan
Personal Selling •Direct contact •Requires
•Gains customer manpower
trust •Time consuming
Sales Promotion •Direct incentive to •Can affect brand
buy image
•Can be cheap •Lower profit
margins
Publicity •Widespread •Doesn’t last long
Advertising •Can be expensive
•Familiarised brand
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18. Ways to Promote
•Advertising
•Direct Selling
•Sales Promotion
•PR
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19. A Fewsimple Rules
1. Keep it Golden
2. Remember your objectives
3. Benefits not features
4. Understand without reading
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20. Your Message - AIDA
•A Attention
• I Interest
•D Desire
•A Action
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21. - 1.Attention Grabber
• The First thing they see
• The hook!
• Absolutely key to success
• An advert for the rest of the document
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22. - 2. Interest
• Be TARGETED
• It needs to go to the right people
• There must be a chance that they will say YES
• Back to your target market and needs
• Rich or famous?
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23. - 3. Desire
• Give them REASONS to say YES
• Give them REASONS to pick up phone
• Keep it simple
• Key selling points
• Benefits and not features
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24. - 4. Action
• Key
• The part that brings money in!
• Tell them HOW after telling them why
• Needs to LEAP out of page
• Remember – understand without reading
• Keep simple
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25. Strap Lines
• Finger Lickin Good
• The Appliance of Science
• Just do it
• Put a tiger in your tank
• Im lovin it
• Vorsprung durch technik
• Because your worth it
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26. Marketing Objectives
• Sales levels expected
• The company image to be portrayed
• Products and services you intend to offer
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27. SMART Objectives
• Specific
• Measurable
• Achievable
• Relevant
• Time-bound
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28. Selling
The Professional Approach
• Knowledge of Customer Needs & Wants
• Knowledge of Products & Services
• Able to Offer Good Advice
• Sincerely Interested in the Customer
• Flexible
• Well Prepared & Organised
• Confident
• Consistently Reliable
• Good Listener
• Adopts a Win-Win Approach
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29. Selling
Pitfalls
• No research
• Punctuality
• Seeing an objection as a negative
• Inability to close
• Outstaying your welcome
• PREPARATION
• Giving prices up front
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30. Selling
1. Prospect Potential Customers
2. Prepare for the Role
3. Make the Presentation
4. Meet Objections
5. Negotiate the Sale
6. Close the Sale
7. Order / Delivery
8. Follow Up
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31. Selling Models - EDICT
• Entry
• Diagnosis
• Incentive
• Contract
• Termination
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32. Seven Steps
• Prospecting
• Qualification
• Approach
• Presentation
• Objections
• Closure
• Follow up
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33. Selling
• Finding Customers
• Making Contact
• Structure of the Presentation
• Opening a Presentation
• Body of Presentation
• Closing a Sale
• Handling an Objection
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34. Benefits of Good Customer Care
• Satisfied customers will recommend you to
others
• Repeat customers
• Dissatisfied customers will complain on
average to 10 other people
• Poor customer care will damage profits
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35. Customer Care Policy
• Answering the Telephone
• After Care Service
• Dealing with Complaints
• Level of Service Provided
• Staff Conduct & Appearance
• Contract terms – when and how
• Person to Person Contact
• Closing the sale
• Payment
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36. ANY
QUESTIONS?
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