marketing
TRANSCRIPT
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2. SALES AND MARKETING
sales
-is the process of transferring the product to a customer in exchange of money by*influencing the customer*creating awareness in the mind of the customer*selling the benefits of the products.*motivating the customer to buy*helping the customer to make a buying decision.
marketing
-is the process of *determining the customer needs*defining and developing the product/service*determining the ways/means of delivering the productto the customers.*creating the satisfaction for the customer's needs
3.HOW DO WE PREPARE MARKETING PLAN FOR FMCG
OUTLINE FOR A MARKETING PLAN
1.EXECUTIVE SUMMARY
2.SITUATION ANALYSIS--MARKET ANALYSIS-market needs-market trends-market potential and growth-market characteristics-market segmentsetc
3.SITUATION ANALYSIS--COMPANY ANALYSIS-strengths-weaknesses
4.BUSINESS ENVIRONMENT-political -economic-social-technology-opportunities-threats -competition-services-keys to success-critical issues-channels
5.MARKETING STRATEGIES-marketing objectives-financial objectives
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-target marketing-positioning-marketing strategy
6.MARKETING MIX-products-pricing-promotion-distribution-channels-marketing research
7. SALES PLANS
8.FINANCE-sales forecast-expense forecast-contribution margin.
9.IMPLEMENTATION PLANS-milestones-time schedule
10.MARKETING / SALES ORGANIZATION
11. CONTROL SYSTEM-time schedule-action plan.
12.CONTINGENCY PLANNING.
-by explaining the features of the product.-by selling the benefits of the product's usage-what the product can do to the customers-develop a word picture of the benefits for the customer.-offer the customer to taste, if it is possible.-explain all customers' doubts.-overcome resistance-handling objections well
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Best practice marketing techniques to maximise profitable FMCG market share growth.Timely product development and cannibalisation-free growth across your product portfolio builds an impregnable defence against competitors. Sophisticated marketing strategy management can secure fairer balance of power with channel partners.