marketing for start ups
TRANSCRIPT
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Agenda
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- Qu’est-ce que le MARKETING ?
- Dans les coulisses d'un Brand manager / Marketeur. - Quels sont les outils Marketing ?
- Quelle est la différence La Com et le Mkg ?
- Quels réflexes à adopter lorsque l’on est une start-up ?
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Qu’est-ce que le MARKETING ?
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Le marke/ng est une méthodologie concurren/elle de ges/on de la compé//vité des marques d’une entreprise ou d’une organisa/on; et, simultanément, de l’établissement d’une rela/on interac/ve de fidélisa/on à long terme, si possible à vie, par la cocré/on de services pour ses clients et ses partenaires. La compé//vité est mesurée en part de marché et la fidélisa/on en parts de portefeuille et en valeur vie client …
“the science and art of exploring, crea/ng, and delivering value to sa/sfy the needs of a target market at a profit. Marke/ng iden/fies unfulfilled needs and desires. It defines, measures and quan/fies the size of the iden/fied market and the profit poten/al. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”
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According to the American Marke1ng Associa1on (AMA) Board of Directors, Marke/ng is the ac/vity, set of ins/tu/ons, and processes for crea/ng, communica/ng, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marke/ng is the messages and/or ac/ons that cause messages and/or ac/ons. Jay Baer – President, Convince & Convert. Author with Amber Naslund of The Now Revolu1on
Marke/ng is the process by which a firm profitably translates customer needs into revenue. Mark Burgess – Managing Partner, Blue Focus Marke1ng
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“Marke1ng is everything.” Regis Mckenna : Everything you do – not just your products, pricing, promo/on, and distribu/on, but even your billing, how you answer the phone, your speed of handling problems –it all affects how your customer perceives your company, so everything is marke/ng.
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Dans les coulisses d'un Brand manager / Marketeur
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What marketers … really should … Do ( in Tunisia )
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L’indicateur le plus important pour n’importe quelle organisa1on
au MONDE
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Sales Finance
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Maintnant c’est à vous
De piloter l’ac/vité
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Marke1ng Tools
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Avant de prendre des décisions … il faut comprendre de quoi s’agit il ?
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1 – La vision / mission / Ambi1on de l’organisa1on 2 -‐ Marchés segments / marchés cibles -‐ les marchés sont cons/tués de clients iden/fiés comme possédant des besoins différents, chaque regroupement est considéré comme un segments et chaque segments qu’on décide de sa/sfaire devient un marché cible, contenant des consommateurs cibles ou des clients cibles. 3 -‐ Produits -‐ se compose de solu/on tangible ou immatériel pour les besoins du marché 4 -‐ Promo1on -‐ un moyen de communiquer des informa/ons sur les produits de l'organisa/on pour un marché cible qui ont pour objec/fs le changement du comportement de ce dernier 5 -‐ Distribu1on -‐ les méthodes u/lisées par l'agent de commercialisa/on qui permebent au marché d'obtenir des produits 6 -‐ Tarifs – les différents niveaux de prix pour les intervenants dans la RTM du produit jusqu’au prix de l’u/lisateur final 7 – La veille stratégique : l’organisa/on se retrouve rarement seule ciblant un segment d’un marché, garder les yeux sur la concurrence est aussi important que de garder les yeux sur les besoins des clients / consommateurs 8 -‐ Services de sou1en – Tous les travaux d’op/misa/on de la ges/on marke/ng tel que ges/on des agences de communica/on, cabinet d’étude de marché, cabinet de veille concurren/el
La stratégie marke/ng a pour objec/f premier de définir les éléments suivants
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Des chiffres, des tableaux, des analyses => Des decisions, des ac/ons => Des conséquences et un Résultat
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En résumé, les étapes les plus importantes
sont
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Brand Porgolio Strategy and Brand Posi/oning
Brand Planning Execu/on of Brand Ac/vi/es
Channel Porgolio Strategy Channel Planning
Customer Porgolio Strategy Customer Planning
Execu/on of Customer and Channel Ac/vi/es
Route-‐to-‐Market Strategy
Field Sales-‐ and Distribu/on Planning
Execu/on of Field Sales-‐ and Distribu/on Ac/vi/es
Consumers & Shoppers
Where to play How to win What to do Who to target
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In Fine : The Ac1ons plan
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What Sales people see … and say !!!
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What finance people see … and say !!!
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La communica1on C’est l’ensemble des moyens u/lisés pour se faire connaître, faire connaître ses produits / services, gagner en notoriété, anrer les prospects, fidéliser ses clients… D’une manière globale, la communica/on a pour rôle d’influencer les comportements et l’opinion publique. Vous l’avez compris, la communica/on intervient dans un second temps, juste après le travail marke/ng et stratégique : choix de la cible, du produit, des messages. Pour faire passer les messages, de nombreux ou/ls existent (print, numérique, presse / média…). Le rôle d’une agence de communica/on est de trouver la meilleure combinaison parmi les différents ou/ls de communica/on pour permebre à son client d’abeindre ses objec/fs marke/ng.
Ah bon, c’est aussi simple que ça la communica/on ?
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131 different kinds of marke1ng
Useful links
52 Types of Marke1ng Strategies
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We are all, born, Marketers
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