市场营销的定义和实际操作

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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 nm

2、eaningnappearancenlinkagenexpectationnexperiencenParmalat 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 aFactoryChann

3、elMarketEnd-usersWarehouseCommodity 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, C

4、hangeable, and Reactingn 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

5、/ provincial distributorsretailersnThe 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 proc

6、ess:Recognition of need (tangible 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 promotion

7、nInvolve regional marketing executive 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 Loca

8、l Assistant and promoters understand 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

9、other channel partners priorities Conflict 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 ac

10、tion dates (launch date, peak sales seasons) 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 , as

11、k n does the channel have stock before promotion starts, n have the salesgirl and promoter equipped with product knowledge / sales tools, n is POS /gift ready in placen are the shops /promoters/ LA well informed nwhen is the critical action dates, dose it crash it any holidays or big eventsn who nee

12、d to be involved (central team, distributor, dealers, LA, promoters, ect.)n who responsible for what nThe reporting milestonenB 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 objectiv

13、esnSales VS forecast (achievement %)nMarket share increase %nNo. of channel participating, Numerical distribution % increase nPOS coverage nPromoter sell outnOut of stock reportnROI, Cost/unit soldUse of researchAwareness levelEvaluate and Learn from Your ResultDo Not Miss Operator OpportunitiesnOpe

14、rator handset bundling business is uncertain but is increasingnOperators demand total product + service solution, work with key accountsnEstablish and own relationship with provincial CMCCnConstant update (product presentation/newsletter)nCapitalize on distributors relationship, get contact and info

15、rmationnTest /sample phonesnProvide product + service solution nProactive to identify business opportunitiesShare 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

16、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!