市场营销的定义和实际操作课件.ppt

1、 Pathfinder-Marketing Knowledge SeminarWhy Brand?The art of marketing is largely the art of brand building.When something is not a brand,it will be probably be viewed as a commodity.Then price is what counts.Philip KolterAbout BrandBrand not only the name,icon or logo,but also inner meaning meaninga

2、ppearancelinkageexpectationexperienceParmalat light milk.0%of fat.Now with Auto transmission.JEEP CHEROKEE 2.8 CDRAxe Effect.Look,the new Audi RS1What Is Marketing?nThe whole period from products to profit nThe bridge between enterprise and customer Enterprise ACommodity aFactoryChannelMarketEnd-use

3、rsWarehouseCommodity aSales outletBrand ahomeBrand aCash flowMarketingFour P Strategiesn1.Product Strategyn2.Place Strategyn3.Price Strategyn4.Promotion StrategynPositioning(Volvo,Haagen-Dazs)nPeople(the team)Aimed at aChanging,Changeable,and Reacting Target MarketIn aChanging,Changeable,and Reactin

4、gn Competitiven Economicn Technologicaln Social-Culturaln Political-Legal EnvironmentUnfortunately(?)nEvery one could comment,however,no one could meet everyones demandThe power of channel-about distributionnDistribution channel(customer)nNational distributorsLocal dealers/provincial distributorsret

5、ailersnThe end-users(customer)nThe bridge between enterprise and customersThe selling process:Prospecting and qualifyingApproachPresentationHandling objectionsClosingFollow-upButThat is your process:the customer goes through a very different process!The purchasing process:Recognition of need(tangibl

6、e demanding,product value)Search for alternativesEvaluation of alternativesDecisionPlace the orderExecution is as Important as PlanningnAsk how you can achieve the sales target,what necessary action do you need to takenIdentify key success factors for each promotionnInvolve regional marketing execut

7、ive in execution instead of giving money to channel to implement nInvolve distributors and dealers when discuss sales target and investment and actionnEnsure all along the distribution channel understand the activities,follow and do what they need to donEnsure Local Assistant and promoters understan

8、d their rolenEnsure everything need to be in place before promotion start(stock,POS,premium,promoters etc)nAllow sufficient time for planning and preparationnMonitor and make revision as early as possible nWhen making the Action calendar,avoid Conflict with other channel partners priorities Conflict

9、 with central marketing activities Channel partners selling in too many promotion simultaneously Repetitious use of identical promotion tactics Wasteful use of promotion moneyOver promoting a brand in a short period of time and no follow up actionCritical action dates(launch date,peak sales seasons)

10、and responsibilities being missing Develop a Logical Action Calendar Action calendar should be continually updated and revised Timing of the promotion is the key factor to success Plan ahead for 2 monthsnCo-ordinate key marketing and sales activities,ask does the channel have stock before promotion

11、starts,have the salesgirl and promoter equipped with product knowledge/sales tools,is POS/gift ready in place are the shops/promoters/LA well informed when is the critical action dates,dose it crash it any holidays or big events who need to be involved(central team,distributor,dealers,LA,promoters,e

12、ct.)who responsible for what The reporting milestoneB 1 get 1 promotion takes at least 3 weeks for gift sourcing and delivery,POS design and printing,media bookingDevelop a Logical Action CalendarAccess against your objectivesSales VS forecast(achievement%)Market share increase%No.of channel partici

13、pating,Numerical distribution%increase POS coverage Promoter sell outOut of stock reportROI,Cost/unit soldUse of researchAwareness levelEvaluate and Learn from Your ResultDo Not Miss Operator OpportunitiesnOperator handset bundling business is uncertain but is increasingnOperators demand total produ

14、ct+service solution,work with key accountsnEstablish and own relationship with provincial CMCCnConstant update(product presentation/newsletter)nCapitalize on distributors relationship,get contact and informationnTest/sample phonesnProvide product+service solution nProactive to identify business oppo

15、rtunitiesShare Your Experience nShare your activities resources and result with other regionsnTo save preparation timenTo save cost for volume purchasenTo learn,adapt and use in your regionsnWhat can be shared:nRoadshow plan&scriptnGift/special POS sourcing nLocal PR activitiesnJoint promotion partners contact and mechanismsnPromoters training materials nSuccessful casesnComplaints and crisisnHow to sharenSend to&co-ordinate by regional MKT headnUpload report and photos in the public serverLets make it happen!