FEEDBACK

What BASES OF

SEGMENTATION have

been used?

DEMOGRAPHIC- GENDER

DEMOGRAPHIC-AGE

DEMOGRAPHIC-EDUCATION

PSYCHOGRAPHIC- LIFESTYLE

Gradual

Radical

Innovative

Zero

REPOSITIONING STRATEGIES

Marketing Research & Information ManagementCHAPTER 5

Where is

the link?

Accurate (valid) information

Timely information

Adequate information

Availability of information (accessibility)

Relevance information

RESEARCH

PROBLEM:Social Stigma attached to gum

chewing

Presented By: Bruno Schwalbach

Outliers & Co

AgendaAgenda

Background

Business Model

Economics

Growth Strategy

Required Input

Q & A

Agenda

Background

Business Model

Economics

Growth Strategy

Required Input

Q & A

Background

• About Me

• Why Outliers & Co.

• Business Philosophy

Agenda

Background

Business Model

Economics

Growth Strategy

Required Input

Q & A

Business Model

• Vision

• Target Market

• Pricing

• Products

Agenda

Background

Business Model

Economics

Growth Strategy

Required Input

Q & A

Economics

54%

13%

33%

February SalesFrozen Yoghurt Hot Drinks Frosted Drinks

Agenda

Background

Business Model

Economics

Growth Strategy

Required Input

Q & A

Growth Strategy: UFS Location

• UFS Location– Seating Area– App– Food

• Marketing– Social

Growth Strategy: Future Stores

• Fast Healthy Food

• Build Your Own

• Pay Per Ingredient

Agenda

Background

Business Model

Economics

Growth Strategy

Required Input

Q & A

Required Input

• UFS Store: HOW CAN I ADD MORE VALUE TO YOU– Pricing– New Line Items– Overall Experience

• Future Stores: WHAT DOES YOUR RESEARCH SAY– Business Model:

• Build Your Own and Pay Per Ingredient and applicability– Branding: Health Shack vs Outliers & Co.

Agenda

Background

Business Model

Economics

Growth Strategy

Required Input

Q & A

Pricing DecisionsCHAPTER 8

IS PRICING

IMPORTANT

MOST FLEXIBLE

MARKETING MIX

VARIABLE

KNOW THE BASICS… (PG. 254)

Seller’s investment in the product sold.

Cost

What a buyer pays for a product or service.

Price

EVER-CHANGING COSTS

=

EVER-CHANGING PRICES

FACTORS THAT INFLUENCE PRICING (pg. 262)INTERNAL FACTORS EXTERNAL FACTORS

- Marketing goals- Organisational costs- Other decisions an organisation

makes

- The nature of market demand- Consumer behaviour- Competition- Supplier activities- Authority and government

activities- Economic conditions

ESTABLISH PRICING OBJECTIVES- Profit objectives- Sales-volume objectives- -Other pricing objectives

DETERMINE THE BASIC PRICE- Cost-orientated methods- Customer(value)- orientated

methods

- Competition-orientated methods- The price level

PRICE ADJUSTMENTS- Discounts according to

geographic location- Product Mix

- Initiating and responding to price changes

- Negotiating the final priceTHE FINAL PRICE OF THE PRODUCT

Consumer Behaviour

Authority and government activities

Competition

FACTORS THAT INFLUENCE PRICING (pg. 262)INTERNAL FACTORS EXTERNAL FACTORS

- Marketing goals- Organisational costs- Other decisions an organisation

makes

- The nature of market demand- Consumer behaviour- Competition- Supplier activities- Authority and government

activities- Economic conditions

ESTABLISH PRICING OBJECTIVES- Profit objectives- Sales-volume objectives- -Other pricing objectives

DETERMINE THE BASIC PRICE- Cost-orientated methods- Customer(value)- orientated

methods

- Competition-orientated methods

- The price levelPRICE ADJUSTMENTS

- Discounts according to geographic location

- Product Mix

- Initiating and responding to price changes

- Negotiating the final priceTHE FINAL PRICE OF THE PRODUCT

PRICING STRATEGIES BASED ON COST:

Cost-plus

Mark-up Pricing

Target Pricing

Break-even

Analysis

PRICING STRATEGIES BASED ON VALUE:

Demand-

minus Pricing

Chain-mark-

up Pricing

Price Discriminat

ion

PRICING STRATEGIES BASED ON COMPETITION:

Going-rate Pricin

g

Leadership

Pricing

Competitive

Bidding

BASIC

DYNAMIC

ADVANCED

Date Day # Unit Topic Activity Preparation04-Feb Wed 1 1 & 2 Introduction to Strategic Marketing Thakaneng bridge Chapter 106-Feb Fri 2 2 Marketing Environment Poster making Chapter 211-Feb Wed 3 3 Consumer behaviour Marketing campaign Chapter 313-Feb Fri 4 4 Segmentation, Targeting and Positioning Chapter 418-Feb Wed 5 4 Segmentation, Targeting and Positioning TV Show Chapter 420-Feb Fri 6 5 Marketing Research Outliers Chapter 525-Feb Wed Test 1: 11:00-13:00 on Unit 1-527-Feb Fri 7 6&7 Product and Branding decisions Flipped Classroom Chapter 6 & 727-Feb Fri TATA information session via video conferencing with TATA’s manager04-Mar Wed 8 6&7 Product and Branding decisions Chapter 6 & 706-Mar Fri 9 8 Pricing decisions OUTLIERS PRESENTATION Chapter 811-Mar Wed 10 10&11 Marketing Communication Marketing Communication tools Chapter 10 &1113-Mar Fri 11 10&11 Marketing Communication QR codes Chapter 10 &1218-Mar Wed 12 9 Distribution 20-Mar Fri 13 6-10 Revision of Unit 6-10 Kefir

20 March-30 March: Holiday01-Apr Wed 14 Preparation for TATA presentations03-Apr Fri Good Friday08-Apr Wed Test 2: 11:00-13:00 on Unit 6-1110-Apr Fri 15 12 Customer value and retention Chapter 1215-Apr Wed 16 13 People, processes and physical evidence Chapter 1317-Apr Fri 17 14&15 Marketing plan and metrics Envision Chapter 14 & 1522-Apr Wed 18 15 Marketing metrics Chapter 1524-Apr Fri 19 16 International Marketing Chapter 1629-Apr Wed 20 Preparation for TATA presentations01-May Fri Workersday05-May Tues Alternative test: 10:00-12:00 on Unit 1-11

4 May- 8 May Mon-Fri TATA PRESENTATIONS13-May Wed 23 17 &18 Emerging countries & B2B Chapter 17 & 1915-May Fri 24 ALL Revision for exam ALL