marketing plan and strategy suggestions
DESCRIPTION
This is a Ozhan Kurkcu Presentation about Marketing and Strategy SuggestionTRANSCRIPT
© Ozhan Kurkcu February 2015
Marketing Planand
Strategy Suggestions
Whatis
Marketing
?
MARKETINGis an
ARTof
STRATEGY
Marketing
Life Circle
Before starting to build a strategy
Collect all the information which is needed for marketing decisions.
HOW
?
1. Current Situation Analysis
3. Marketing Strategy
4. Action Plan
2. Marketing Objectives
Today’s Agenda
1. Current Situation Analysis
3. Marketing Strategy
4. Action Plan
2. Marketing Objectives
Today’s Agenda
1. Current Situation Analysis
Creat a vision
or
Analyze the company vision and find some head lines out.
Vision
1. Current Situation Analysis
You will frequently review your performance and analyse field data to identify challenges and set new targets for your operation, which you aim to meet and exceed.
Mission
the best in
the best in
the best in
the best in
To continually strive for the best in everything;
Find
The headlines
Out
1. Current Situation Analysis
Objective
To emerge as leaders in your industry through ongoing
development of your products, services, systems and the
overall quality of your operations.
a. Past – Sales Analysis
1. Current Situation Analysis
Strong period Week period
Daily Sales Volume / Turnover
Weekly Sales Volume / Turnover
Monthly Sales Volume / Turnover
Seasonal Sales Volume / Turnover
Yearly Sales Volume / Turnover
b. Current Market Analysis
In the market there should be;
- Need and demand
- Purchasing power
- Eagerness to buy
1. Current Situation Analysis
What is the need of
customerCurrent
Potantial
Future
Income segments – Age segments
Customer profiles
b. Current Market Analysis
In the market there are;
- Customers to be served
- The package of benefits to offer
- Competitors to get ahead of
- Capability to gain customers
1. Current Situation Analysis
b. Current Market Analysis
1. Current Situation Analysis
i. The total size of the market
ii. Legal obligations
iii. Geographic and demographic current market features
b. Current Market Analysis
i. The total size of the market
1. Current Situation Analysis
Annual, monthly, seasonal market size
Market growth rate
Competitors market shares
b. Current Market Analysis
ii. Legal obligations
1. Current Situation Analysis
b. Current Market Analysis
iii. Geographic and demographic current market features
1. Current Situation Analysis
Geographical and demographical distribution
Buyers ( Customers) perception of Fast Food Industry
Factors of influencing the choice of customers by geographic distribution
Analysis of sales as per location
Location based and product distributed sales analysis
c. Buyer ( Customer ) Analysis
i. The reasons of your current customers’ preferences
1. Current Situation Analysis
iv. Determine the your far future potential customers
ii. The reasons of competitors’ customers’ preferences
iii. Determine the your near future potential customers
v. The effects of promotion types on customer purchases
c. Buyers ( Customers ) Analysis
Buyer profiles...
1. Current Situation Analysis
Continuously searcher
Leading the company / products
Evaluating the alternatives
Want to know more about the company
c. Buyers ( Customers ) Analysis
New buyer profiles...
1. Current Situation Analysis
Active
Emotional
Sophisticated
Individual
Sarcastic
Fast
Demanding
Time bounded
c. Buyers ( Customers ) Analysis
Why don’t customers buy again ?
1. Current Situation Analysis
1% Company goes bankruptcy or leaves the industry
68% Company’s approach to customers
9% Customers have more competitive offer
8% Company transfers to another industry
14% Customer do not satisfied with products / services
68%
d. Seller ( Competitor ) Analysis
i. Current competitors and their market shares
1. Current Situation Analysis
iv. Competitors’ financial power
ii. Competitors’ marketing mix and marketing strategies
iii. Potential competitors and their market shares
v. Competitors’ reactions against competition
vi. Competitors’ sales operations
vii. Competitors’ SWOT analysis
e. What is the picture of London Fish and Chips in the market ?
i. Market share of you
1. Current Situation Analysis
ii. Marketing mix and marketing strategies of you
iii. Financial power of you
iv. Reactions of you against competition
v. Sales operations of you
vi. SWOT analysis of you
e. What is the picture of you in the market ?
1. Current Situation Analysis
1. Current Situation Analysis
3. Marketing Strategy
4. Action Plan
2. Marketing Objectives
Today’s Agenda
a. Long Term Objectives
i. Reach a total of 40 corporate-owned branches and 20 franchised branches in Saudi Arabia by the end of 2020.
2. Marketing Objectives
ii. Reach a total of 20 corporate-owned branches and 10 franchised branches in the United Arab Emirates by the end of 2020.
iii. Expand our Covent Garden UK branch and open 15 more outlets across London by the end of 2020.
iv. Launch operations in the USA by early 2020 with 10 units in operation there by 2025.
b. Short Term Objectives
i. Achieve the sales target of 2015
2. Marketing Objectives
b. Short Term Objectives
2. Marketing Objectives
ii. Positioning you in all areas as the most desirable player.
b. Short Term Objectives
2. Marketing Objectives
iii. Delivery at PROMISED time and quality.
b. Short Term Objectives
2. Marketing Objectives
iv. Promoting the products which ACCRETION VALUE is high.
b. Short Term Objectives
2. Marketing Objectives
v. 100% CUSTOMER SATISFACTION.
1. Current Situation Analysis
3. Marketing Strategy
4. Action Plan
2. Marketing Objectives
Today’s Agenda
3. Marketing Strategya. Market segmentation (1)
i. Geographical factorsii. Age groupsiii. Socio-economic classificationiv. Income levelv. Gendervi. Education levelvii. Occupationviii. Ethnic backgroundix. Customer complains and satisfaction
3. Marketing Strategya. Market segmentation (2)
i. Personality
ii. Attitudes
iii. Values
iv. Interests / Hobbies
v. Lifestyles
vi. Behavior
3. Marketing Strategyb. Defining the target market
iii. Demend analysis
iv. Projection of action results
i. Environmental analaysis of you
ii. Compatition analysis / SWOT
3. Marketing Strategyc. Developing the marketing mix
4P
3. Marketing Strategyc. Developing the marketing mix
7P
Marketingis a tactical
strategicGAME !!!
1. Current Situation Analysis
3. Marketing Strategy
4. Action Plan
2. Marketing Objectives
Today’s Agenda
b. Promotion and Advertising
4. Action Plan
a. Hidden Marketting Actions in Sales
d. Media plan for 2015
c. Public Relations and Social Responsibility
4. Action Plana. Hidden Marketting Actions in Sales
i. American servis papersii. Postersiii. Table coversiv. Menuv. Kids’ menu and toysvi. Other sales supporting instruments (napkin,
glasses,wet tishuse, etc.)vii. Product / Service presentationviii. Personnel / Staffix. Vouchers, loyalty cards etc.
4. Action Planb. Promotion and Advertising
i. Bilboards
ii. Newspapers
iii. Magazines
iv. Radyo
v. Television
vi. Leaflets
vii. Online Marketing
4. Action Planc. Public Relations and Social Responsibility
4. Action Plan«Special Dates» should be considered
i. National Days in every local market
ii. Religional Days
Etc.
© Ozhan Kurkcu February 2015
we can writethe success story
together...
«... I believe that the best parts of our story are yet to be written...»