3 market plan
TRANSCRIPT
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Marketing Plan
Stephen Lawrence and Frank MoyesGraduate School of BusinessUniversity of ColoradoBoulder, CO 80309-0419
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Company Overview
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Company Overview Introduction (1 paragraph)
Name, location, organization Slogan Mission Statement History and Current Status (1 paragraph) Markets and Products Objectives Length: about 1 page
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Slogan Pithy 4 to 10 word statement of
company purpose Use in business plan, advertising,
descriptions of business, business cards, …
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Mission Statements Examples…
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Mission StatementSemiconductor Equipment
[Semiconductor Equipment] will become a world leader in supplying lithography automation and productivity enhancement products for the semi-conductor industry through innovative design and unique customer insights.
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Mission StatementWebsite Management Co
The mission of [Website Management Technologies] is to help businesses engaging in e-commerce achieve their sales and customer service objectives by enabling a better understanding of Web site visitors’ behavior.
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Mission StatementTech Support Company
[Tech Support Company] exists to provide outstanding technical support service and technical training to its customers. The Company’s target customers are developers of computer applications, companies with high demands for technical service and support, and retail consumers of computer products. We are committed to becoming the premier provider of technical help desk solutions and professional training for IT personnel. Towards this end, our management has affirmed that it will adhere to the qualities of integrity, challenge, innovation, enjoyment, shared leadership and customer satisfaction.
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Mission Statements What is a mission statement? What makes a good mission
statement?
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Mission StatementsFast Food Industry
To make, distribute and sell the finest quality all-natural ice cream and related products in a wide variety of innovative flavors made from Vermont dairy products.
Ben & Jerry‘s
To satisfy the world's appetite for good food, well served, at a price people can afford.
McDonald’s
The Entrepreneurial Environment:
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Mission StatementLL Bean
Sell good merchandise at a reasonable price;
Treat your customers as you would your friends.
Leon Bean, 1911
Collins and Lazier, Managing the Small to Mid-sized Company
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Mission StatementGeneral Electric
Become #1 or #2 in every market we serve and revolutionize this company to have the agility of a small enterprise.
Jack Welch, 1983
Collins and Lazier, Managing the Small to Mid-sized Company
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Mission StatementShipbuilding
We will always build good ships.At a profit if we can,At a loss if we must,But always good ships.
Bath Ship Works
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Mission StatementGreat Britain – WWII
Our whole people and empire have vowed themselves to the single task of cleansing Europe of the Nazi pestilence and saving the world from the new dark ages. We seek to beat the life and soul of Hitler and Hitlerism. That alone. That all the time. That to the end.
Winston Churchill, 1941
Collins and Lazier, Managing the Small to Mid-sized Company
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Mission Statements
What makes a good mission statement?
Compelling Inspiring Clear, measurable objectives Concise
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Marketing Plan
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Marketing Plan Objectives Most important piece of your plan Build on industry and marketplace analysis –
define your niche Identify your customers Demonstrate how you will solve problems for
customers Describe how you will reach customers –
advertising sales
Convince reader that there is an eager market for your product or service
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Marketing Plan Outline Introduction Target Market Product/Service Strategy Pricing Strategy Distribution Strategy Advertising and Promotion Sales Strategy Sales and Marketing Forecasts
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Introduction Seven sentence introduction
1. The first sentence tells the purpose of the marketing strategy.
2. The second tells how you’ll achieve this purpose, focusing upon your benefits.
3. The third tells your target market – or markets.4. The fourth, the longest sentence, tells the marketing
weapons you’ll employ.5. The fifth tells your niche.6. The sixth tells your identity.7. The seventh tells your budget, expressed as a
percentage of your projected gross revenues.
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Introduction – Example
The purpose of Prosper Press is to sell the maximum number of books at the lowest possible selling cost per book. This will be accomplished by positioning the books as being so valuable to free-lancers that they are guaranteed to be worth more to the reader than their selling price. The target market will be people who can or do engage in free-lance earning activities. Marketing tools to be utilized will be a combination of classified advertising in magazines and newspapers, direct mail, sales at seminars, publicity in newspapers and on radio and television, direct sales calls to bookstores, and mail-order display ads in magazines. The niche to be occupied is one that stands valuable information that helps free-lancers succeed, the ultimate authority for free-lancers. Our identity will be one of expertise, readability, and quick response to customer requests. Thirty percent of sales will be allocated to marketing.
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Target Market Strategy Identify the market niche you will
serve Be as specific as possible
Better to be too specific Benefits to target market
What problems do you solve? What needs do you fulfill?
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Two Types of Benefits
Emotional Hope, fear, love guilt, greed,
convenience
Financial Increased profit, value pricing, save
money, payback period
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Talk to Your Customers Imperative that you talk with customers!
Casual conversations Interviews Surveys Focus groups
Identify needs Listen!
NOTE: see “The New Market Research” (online INC article)
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Target Market Questions
What buy now? How get service? Would you be interested in …? Demographics Newspapers, magazines, TV Would you buy? Where would you expect us to advertise? Who do you consider our competition? Other comments?
Levinson, “Guerrilla Marketing” 3rd edition
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Creating New Market SpaceHBR, Kim & Mauborgne
New New MarketMarketSpaceSpace
What factors might beWhat factors might beeliminated that theeliminated that the
industry has taken forindustry has taken forgranted?granted?
EliminateEliminate
What factors might beWhat factors might becreated that thecreated that the
industry has never industry has never offered?offered?
CreateCreate
What factors might be raised well beyond industry standards?What factors might be raised well beyond industry standards?
RaiseRaise
What factors might be reduced well below industry standards?What factors might be reduced well below industry standards?
ReduceReduce
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Product/Service Strategy
Describe how the design of your product/service fulfills unmet marketplace needs
Differentiate your product/service from the competition
Explain why and how customers will switch to your product or service
Describe how you will defend your product or service from competition
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Product Attribute MapAttribute 1
Attribute 2
You
Competitor 2
Competitor 3
Competitor 1
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Pricing Strategy
Describe and justify your pricing strategy
Provide evidence that your target market will accept your price
Position your strategy relative to current and potential competition
NOTE: Low price often (usually) is NOT a good strategy for a startup!
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Advertising/Promotion
Describe how you will communicate with current and potential customers Advertising Public relations Personal selling Printed materials Other means of promotion
Explain why this be strategy is most effective in reaching your target market
Note: See Guerrilla Marketing
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Distribution Strategy
Explain how you will deliver your product or service to your customers How will your customers acquire your product
or service Describe and justify the distribution
channels you will use Describe how you will gain access to your
planned distribution channels
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Sales Strategy Describe to whom you must sell your
product or service (not always obvious) Explain how you will “sell”
An internal sales force Manufacturer's representatives Telephone solicitors
Describe how you will support your sales effort internal staff service operations
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Goals for Marketing Plan Compelling “story” that there is a need in
the market Need flows logically from industry analysis Product/service designed to fulfill market
needs Advertising, price, distribution, and sales
all flow logically, convincingly from characteristics of the market
“WOW! What a great idea! I wish I had thought of that…”
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