市场营销与策划

市场营销与策划:

StrategicMarketingPlanningc.j.Ng2023/2/11BuildingYourOwnCase

创建你自己的案例Whatproductsdoyousell/market? 你主要推广什么产品？Whodoyouserve? 你主要服务那些群体？Whoareyourmaincompetitors? 你主要的竞争对手有哪些？2023/2/12Marketingvs.Selling:WhatistheDifference?

市场营销与销售的区别及共同点

Marketingiseverythingthatyoudotoreachandpersuadeprospects市场营销是你该如何让你向客户提供你的信息并设法说服他们Marketingisalsosalesmultiplied同样，市场营销亦是让销售倍增的过程Sellingiseverythingthatyoudotoclosethesaleandgetasignedagreementorcontract销售是交易过程的终结，合同的签订。Salesaregenerallyinterpersonalinteraction一般，销售是人与人之间的互动过程。Botharenecessitiestothesuccessofabusiness.Youcannotdowithouteitherprocess.两者都是企业成功的必备要素，缺一不可。2023/2/13Marketing营销

TheCoreofanyBusinessis任何企业的核心就是TheCustomer顾客2023/2/14SimpleYetAccurateMarketingResearchMethods 简易精准的市场调研ObjectiveoftheResearch市场调研目标DescriptionoftheMarket市场描述TargetMarkets目标市场ProductsandServicesthatappealtothetargetmarket目标市场所需的产品及服务Problemsthatcurrenttargetmarketneedstosolve现目标市场存在的问题2023/2/15SimpleYetAccurateMarketingResearchMethods 简易精准的市场调研MarketMetrics市场基准Sizeestimates(currentandfuture)for:市场规模评估（当前及未来）Overallmarket 总市场Individualmarketsegments 个体市场份额Usagerates 使用率Growthestimates(currentandfuture)增长评估（当前及未来）2023/2/16SimpleYetAccurateMarketingResearchMethods 简易精准的市场调研CompetitiveAnalysis竞争分析CurrentCompetitors-fullanalysisoftopcompetitorsincluding:现有竞争者-主要竞争对手的全面分析Products&Services(e.g.,description,uniqueness,pricing,etc.)产品及服务（如产品描述、特色、定价）Marketshare市场份额Currentcustomers现有顾客Positioningandpromotionstrategies市场定位及促销策略Partnerships/Alliances/Distributors合作者/同盟/分销商Recentnews近况SWOTAnalysisSWOT分析PotentialCompetitors潜在竞争者2023/2/17SimpleYetAccurateMarketingResearchMethods 简易精准的市场调研SecondaryData二级数据Internet网络Newspapers/Magazines报纸/杂志TrendsAnalysis趋势分析PrimaryData一级数据Customervs.non-CustomerSurveys顾客及非顾客调查Onlinevs.Offline在线及非在线调查Questionnairesvs.Face-to-FaceInterviews问卷调查及当面采访Whatdatawouldyouliketocollect?你想收集哪方面的数据？2023/2/18TraditionalSales&MarketingProcessfromBeginningTillEnd

传统的销售、营销过程ProductDevelopment产品开发Marketing营销、推广Tele-Sales电话营销Sales销售After-SalesSupport售后服务2023/2/19EnlightenedSales&MarketingProcessfromBeginningTillEnd

改进后的销售、营销过程StartingPointof1to1Marketing一对一营销的起点2023/2/110BlueOceanvs.RedOceanStrategy蓝海vs.红海战略一般马戏团vs.时空之旅一般面包店vs.面包新语(BreadTalk)一般电脑企业vs.戴尔电脑一般MP3机vs.iPod一般招待所vs.莫泰168/锦江之星2023/2/111UsingtheBlueOceanStrategyasaMarketPlanningTool运用蓝海战略来作市场策划Whatarethemainofferingsmadebycompetitorsnow?目前，竞争对手提供的主要产品Whoaretheytargeting?他们的目标顾客是哪些人？Whohavetheyleftout?哪部分客户群被他们忽略了？Whatshouldweimproveupon?我们可以从哪些方面进行改进？Whatshouldwestarttoprovide?我们可以提供什么？Whatshouldwereduce?我们需要减少什么？Whatshouldwestopdoing?哪些我们不应该再做了？2023/2/112DefiningYourUniqueSellingPropositionandMarketPositioning 找寻你的独特卖点以及市场定位OvertBenefits 突出的益处RealReasontoBelieve让人信服的理由UniqueandDramaticDifference独一无二的特色2023/2/113OvertBenefits突出的益处Features,AdvantagesandBenefits 特征、优势与益处Doyoueverbuy 你有否购买过:Computers 电脑Property 房产Cars 汽车Pricevs.Value 价格vs.价值2023/2/114RealReasontoBelieve 能说服人的可信度Media媒体Believability可信度MassMedia大众传媒(T.V.电视/Radio广播/Newspapers报章/Magazines杂志)15%-42%Internet英特网(WebSites网站/WebAds网上广告/e-Mails电邮)10%≤2023/2/115RealReasontoBelieve 能说服人的可信度5Strategies5个策略Simplelogic简单逻辑Ifcustomershaveunansweredquestionsaboutaproduct,they’relesslikelytobuy如果顾客对某个产品有疑问，他们购买的几率就很小Ifyoueducateyourcustomers,yougaintheirtrustandconfidenceimmediately当你客观地对顾客进行产品、服务教育，你将赢得他们的信赖Personalexperience个人经历Sampling 样品Demo 示范Sensory 触觉Reputation声望Testimonial/Referral鉴证、推荐Guarantee 保证2023/2/116UniqueandDramaticDifference独特及戏剧性的区别HavingYourUniqueSellingPropositions(USP)设定你的独特买点(USP)

Thereasonorreasonswhycustomersbuyfromyouandnotfromanybodyelse你的顾客只向你购买,而不选择他人的理由UniqueBenefits独特益处Relevance供其所需Consistency/Congruency一致性Values&Beliefs价值观与信念2023/2/117Branding&Positioning品牌与市场定位"Brandingisnotaboutgettingyourprospectstochooseyouoveryourcompetition;it'saboutgettingyourprospectstoseeyouastheonlysolutiontotheirproblem.TM"--RobFrankel “建立品牌不是为了让你在市场上建立优势，在同行中鹤立鸡群,而是使你成为你的市场对象的不二选择.TM”--RobFrankel2023/2/118BuildingaBrandwithaDramaticDifference创造独一无二的品牌BrandingisNOTaboutyou.你的品牌不是由你说了算It’sabouthowyourcustomersperceiveyoutobe.

你的品牌是靠客户对你的感觉、概念形成的DoYouAddValuetoYourCustomers? 你有否为客户创造价值？IfYouCeasetoExist,willYourCustomersMissYou?

如果你不存在了，你的客户是否会想念你？Ifyes,whatwilltheysayaboutyou?如果他们会想你，他们会说些什么？Whatareyourqualitiesthattheyremembermost?你有哪些优点是他们印象最深的2023/2/119SustainabilityMatrix

持续性矩阵ExpensiveWasteofEffort

昂贵的浪费SustainableGrowth

持续的增长CheapWasteofEffort

低廉的浪费

Makemoneyfast…beforeyougetcopied

在他人模仿之前赶快赚钱SameOldStuff老一套DramaticallyDifferent截然不同

EasytoImplement容易实施HardtoImplement很难实施2023/2/120SustainabilityMatrix

持续性矩阵ExpensiveWasteofEffort

昂贵的浪费SustainableGrowth

持续的增长CheapWasteofEffort

低廉的浪费

Makemoneyfast…beforeyougetcopied

在他人模仿之前赶快赚钱Commodity一般商品Monopoly

市场垄断SameOldStuff老一套DramaticallyDifferent截然不同EasytoImplement容易实施HardtoImplement很难实施2023/2/121HowtoPreventYourselffromBeingCopied

如何避免被别人仿效Don’tFocusonTechnology

不要将重点放在技术上TheHardestThingstoCopyare

最难复制的东西是:BusinessModels 商业模式ServiceStandards 服务标准OrganisationCulture

企业文化QualityBrand 优质品牌2023/2/122WhyYouNeedRepeatedSales

为什么你需要重复销售Itcostsyou5-6timesmoresellingtonewcustomersascomparedtoexistingones向新客户行销的成本是旧客户的5-6倍A5%increaserepeatedcustomerscanresultinanincreaseof50-90%increaseinprofits回头客增加5%将导致利润增加50%-90%Successfulmarketingiswhenyourcustomersbuyfromyoumorethantwice

成功的营销是让你的客户能够多次购买AccordingtotheParetoRatio,20%ofyourcustomerswillgiveyou80%ofyoursales 根据“Pareto比率”，20%的客户将提供80%的销售收入。关键就是知道谁属于这20%2023/2/123AnsoffMatrixAnsoff市场方格CurrentProducts,FutureMarkets现有产品，新进入的市场Products产品REV.QTDISK3PAGE81997HumanResourceDevelopmentSdnBhdNewProductsandMarkets新产品与新市场CurrentProductsandMarkets现有的产品与现有的市场CurrentMarkets,FutureProducts新产品，现有的市场MarketsCurrent目前Future将来Future将来AnsoffMatrixAnsoff市场方格CurrentProducts,FutureMarkets现有产品，新进入的市场Products产品REV.QTDISK3PAGE81997HumanResourceDevelopmentSdnBhdNewProductsandMarkets新的产品与新的市场CurrentProductsandMarkets现有的市场与现有的产品CurrentMarkets,FutureProducts新产品，现有的市场MarketsCurrent目前Future将来Future将来HowtoDevelopNewProducts

如何开拓新产品Creativity 创新BlueOceanIdeaGeneration蓝海式想法的产生DefiningtheConcept 概念确定Isiteconomicallyviable?具有经济可行性吗DevelopingtheConcept 概念发展PrototypeorPilotTesting模型或试点测试TestingandFinalisingtheConcept 推敲、总结FinalProduct最终产品定型FullProductLaunch 产品市场推广ProductLaunchPlan产品市场推广策划Local,NationalorGlobal当地市场、全国市场、全球市场MonitoringSuccess过程监控ManagingtheLifeCycle 规划产品生命周期WhattodowhenCompetitorsCatchUp?竞争者进入时如何应对2023/2/126HowtoOptimiseYourMediaMix

如何优化媒体的选择与推广受众针对性受众覆盖率客户保持率编辑内容客户数据库互动性杂志报纸电视户外（海报和LCD屏幕）广播直复营销网络2023/2/127BuildingDistributorNetworks

如何建立合理的市场渠道Typesofchannelsused销售渠道的类型direct-e.g.,directviasalesforce,Internet,etc.直销—销售人员、网上直销等等indirect-e.g.,retailers,wholesalers,agents间接—零售商、批发商、代理商combination综合Levelofmarketcoverage市场覆盖程度intensive-e.g.,massavailability密集—广泛覆盖selective-e.g.,wideavailability选择性—大面积覆盖exclusive-e.g.,restrictedavailability独家代理—严控销售渠道OutletshandlingproductTypes类型number/levelofpenetration市场渗透程度geographiclocation地理位置Perceivedproductpositioning产品定位inrelationtocompetitors与竞争者的关系2023/2/128DistributorSelection 如何选择优质的分销商SizeofSalesForce销售团队的规模SalesRecord销售记录SalesForceCompensationPlan销售人员TerritorialAnalysis销售区域划分分析ProductMix产品组合CustomerProfile顾客PromotionalTrust推广委托InventoryManagementandFacilities库存管理及库存设备TechnologicalCompatibility技术兼容性2023/2/129WhyStrategicAlliance?为何建立战略联盟BetterUsageofResources更好地利用资源Shareresources 资源分享Otherpeople’sresources 应用他人资源BeingBigwithoutGettingBig 小公司以大企业形式出击BetterMarketPenetration 更好地浸入市场2023/2/130“Simplystated,networksarepeopletalkingtoeachother,sharingideas,information,andresources……TheimportantpartisNOTthenetwork,thefinishedproduct,buttheprocessofgettingthere-thecommunicationthatcreatesthelinkagesbetweenpeopleandclustersofpeople.”JohnNaisbitt“简单地说,交流就是人与人在沟通，分享理念、信息或自愿……最重要的不是交流本身，而是交流的过程—也就是能够连接其他不同人群的沟通过程”约翰·奈斯比特WhatIsaNetwork?什么是交流？2023/2/131LEVERAGEDMarketingMatrix杠杆营销图表YourProducts你的产品OthersCustomers其他客户Products产品REV.QTDISK3PAGE81997HumanResourceDevelopmentSdnBhdOthersProducts其他产品OthersCustomers其他客户YourProducts你的产品YourCustomers你的客户OthersProducts其他产品YourCustomers你的客户CustomersYours你的Others其他Others其他TMPlayersintheGame游戏里的玩家Customers 客户Suppliers 供应商Complementors 补足商Distributors 分销商 Competitors 竞争对手Yourself 你自己PotentialPlayers 即将进入市场的玩家2023/2/133Leverage-

R.I.C.E

杠杆操作Resource (资源)$$$$$ (资金)Time (时间)Ideas (点子)Contacts (人脉)Expertise (专长)2023/2/134HowtoBudgetforYourMarketingPlan 如何计算市场营销成本及利润MarketingContribution市场营销贡献Revenueshouldfollowsalesforecasts销售预算Showexpensesbycategory支出项目分门别类Breakdownby分解为Product产品Segment/Geographicarea地理区域DistributionNetwork/Channel分销渠道BreakevenAnalysis收支平衡分析FixedCosts固定成本VariableCosts可变成本RatioAnalysis比率分析SalesCycles销售循环CustomerConversionRatios顾客流动率2023/2/135FactorsAffectingPriceSetting

影响价格设定的因素Costfactors核心因素Fixedcoststobecovered固定成本Variablecosts可变成本Customerexpectations顾客期望Companyexpectations公司期望

e.g.,margins,ROI如毛利、投资回报DemandConsiderations需求分析marketelasticity市场弹性positiononproductlifecycle产品生命周期的阶段Competition竞争Economicconditions经济条件Leg