1. Entrepreneurial MarketingEntrepreneurial Marketing
Presented by: Marieta Mihaylova

2. Marketing and SMEsMarketing and SMEs
Marketing is crucial to SMEs because of:
- Marketing is the interface between a
SME and the external environment.
- Marketing is the key to the survival of a
SME.

3. Problems ahead SME’s marketingProblems ahead SME’s marketing
 Limited customer database
 Limited activity
 Lack of formalised planning
 Innovation
 The owner-manager’s marketing
competency

4. EntrepreneurialEntrepreneurial
interpretations of marketinginterpretations of marketing
 Research by Kingston University reveals
that most of the entrepreneurs view
marketing as selling and promoting only.
 Many owners suggested that their
business relies on word-of-mouth and
therefore they don’t need to do any
marketing.

5. ‘‘Top down’ vs ‘Bottom-up’ strategiesTop down’ vs ‘Bottom-up’ strategies
Top down:
- Identify market segments
- Evaluate segments and opportunities
- Identify product and market communication
Bottom-up
- Identify market opportunities
- Attraction of initial customer base
- Expansion through ‘more of the same’

6. Entrepreneurial marketing is:Entrepreneurial marketing is:
• Innovation
• Identification of target markets
• Interactive marketing methods
- Influence of word-of-mouth marketing
- Image building
- Incentives
- Involvement
• Informal information gathering

7. Using the marketing mix in theUsing the marketing mix in the
fashion industry – Ben Shermanfashion industry – Ben Sherman

8. By getting the marketing mix right,
the company ensured that its
products:
- Reach the market segment;
- Business remains competitive;
- Extend its market share and
influence.
Using the marketing mix in the fashionUsing the marketing mix in the fashion
industry – Ben Shermanindustry – Ben Sherman

9. Product:
- Wide product range, strong brand image;
Using the marketing mix in the fashionUsing the marketing mix in the fashion
industry – Ben Shermanindustry – Ben Sherman

10. Price:
- Medium – price range products;
Using the marketing mix in the fashionUsing the marketing mix in the fashion
industry – Ben Shermanindustry – Ben Sherman

11. Using the marketing mix in the fashionUsing the marketing mix in the fashion
industry – Ben Shermanindustry – Ben Sherman
Price:
- Reflects the quality and indivuduality styled
products.

12. Distribution channels:
 its own stores
 independent fashion stores
 department stores
 its website
Using the marketing mix in the fashionUsing the marketing mix in the fashion
industry – Ben Shermanindustry – Ben Sherman

13. Promotion:
 Above – the – line
 Below – the – line
 Promotional activities
 Direct mail
 Exhibitions or events
 Sales promotions
 Public relations
 Sponsorship
 Product placement
 Branding
Using the marketing mix in the fashionUsing the marketing mix in the fashion
industry – Ben Shermanindustry – Ben Sherman

14. Thank you!Thank you!