rosalba mele marketing
Post on 28-Jan-2018
493 Views
Preview:
TRANSCRIPT
• My Marketing experience & approach: it’s like ripples in the water
• This is my business card!
!"#$%&'()*+',-.&'()
Marketing FMCG
No Marketing FMCG
Local& Traditional
Intern& Unconvenl
/01234)1526)
/70*87)9:3;70<7)
5=3:>)
:545)
0:>80?7@)
A3115)
B7115)*0:>743)1-C-#D)E+F%.)
=#"'G)3CH%#I%'J%)!"HK)(#+LI'()"'G)(#+LI'()
/-%##I..")M$F(N),+JI".)M%GI")M$FN)9-..)*+MM-'IJ"&+')H."'N)7'F%#"J&+')"J&OIFD)
<F#"F%(IJ)H."'N)?+#%J",FN)*"F%(+#D),F#"F%(DN)A%P)M"#$%&'(N)!%GI")MIC)N)
7'F%#'"&+'".)M$F()
9#+G-JF)2%O%.+HM%'FN9#IJ%)H+,I&+'N)=#"'G)3Q-IFDN)
!-.&JE"''%.)+R%#,N)<L+F
)
!"#$%F)#%,%"#JEN)<".%,)"'".D,I,N)=%'JEM"#$I'(N)9#+G-JF)G%O%.+HM%'FN)7')
,F+#%)"J&OIFDN)<".%,),-HH+#F
!D)!"#$%&'()"HH#+"JE)
Variety
Meet the customer
Creativity
Growth with client
Brand sensitivity
Traditional Mktg
Always Evolving…
Analytical
Evolving with needs
Valuation Creation
/.+P".)=#"'G),F#"F%(D))
Web Mktg
Research
Guerrilla Mktg CONNECT THE DOTS
Idea Generation&evaluation
Price definition
Graphic package
S-,F)")T%L)L+#G,)"P+-F)MD)3CH%#I%'J%)
Communication
Problem solving
1st experience as trainee
! Market & Sales analysis ! Retailer needs analysis ! Development of communication
store material ! Sales material support
Tactical Marketing Program B2B marketing approach
Market research
!D)3CH%#I%'J%K)A%..")
2° experience GOLDEN LADY: Tight & underwear - fashion market
Definition of Marketing tactic sets:
! Market & Sales analysis ! Key market targets ! Retailer needs analysis – Launch a Golden Point ! N.P.D. and launch of seasonal products ! Communication marketing program for retailers ! Sales material support
!D)3CH%#I%'J%K)/+.G%')1"GD)
3° GIOCHI PREZIOSI – Toys & School stationery company:
MARKETING STRATEGY ! Creation of Marketing Plan; ! Market analysis ! Consumer trends: Targeting&Positioning ! Competitive benchmarking ! S.W.O.T ! Brand Equity ! Product Development ! Marketing budget ! Pricing and management P&L
!D)3CH%#I%'J%K)/I+JEI)9#%UI+,I)
MARKETING TACTIC ! Sales force training ! Selling aids and materials ! Sales promotion elements ! Advert by print (targeted magazine) ! Packaging development
!D)3CH%#I%'J%K)/I+JEI)9#%UI+,I)working with the most important brand for kids – tweens – teens
?3!513) !513)
>334<)
>A334<)
V72<)
5#%")F+)IMH#+O%)
4° GIOVANNI RANA – FMCG– International Experience
! Develop the brand abroad – align the message to targets’ needs ! MARKETING PLAN ! MARKET RESEARCH & ANALYSIS ! MARKETING BUDGET on an international scale ! Managing the Brand Equity ! Forecast (volume & value) ! Communication media plan (traditional & unconventional) ! Focus on online communications ! PR and Trade shows
!D)3CH%#I%'J%K)/I+O"''I):"'")
1. Category strategy: reinforcing the range in Coop 2. NPD strategy: focus on Italian recipes 3. Brand Awareness: Media mix campaign
! TV Campaign (Italy to Switzerland) ! Website (high penetration Internet users) ! Competition on website ! Google adwords ! Take over/ Banners ! Video ads on 20minuten.ch zatoo etc ! Promotion in store
=-,I'%,,)J",%K)!"#$%&'(`*+MM-'IJ"&+')<F#"F%(D)
!!!!!!!!!!!!!!!!!!!!!!!!"#$%&''#!(&'&)*!+,'#-*!!&'.!!/#*!,01,2#,'3,!#'!42,*/!566,.!1&*7&!+#%,!
8$-!*$9,!',:!12$.-37*!7/&7!&2,!*1,3#&6!4$2;!
)
a )):%I'T+#JI'()FE%)#"'(%)
a ))/IOI'()-'IQ-%'%,,)I')F",F%)"'G)b"O+-#,)
a )<E+LI'()#%".)IF".I"')"-FE%'&JIFD)
a 1"-'JE)FE%)7F".I"')#%JIH%))
a )2I,&'(-I,E)/:)",)FE%)7F".I"')H#+G-J%#))+T)"-FE%'&J)7F".I"')?#%,E)9",F")
!<66!7/,*,!=!4$2!&!.#*/!7/&7)*!,&*8!&'.!>-#3?!7$!7&*7,!
4%L)*E"..%'(%K)P#"'G)"-FE%'&JIFD)
5° ORTHOFIX : Medical Device market – Multinational Experience
MARKETING STRATEGY ! Elaboration of new strategies plan to reach out to end consumers more effectively; ! Elaboration of STRATEGIC PLAN ! Working on two KEY BUSINESS CASE ! Market research ->giving a strategy interpretation in line with the company mission ! 5 years FORECAST ! 5 years MARKETING ! Organize exhibitions and road shows and sponsor an event:
WEBMARKETING ! On-line benchmarking ! Development of the company’s new website: Orthofix International ! E-learning/Webinar – On-line training for both clients and partners ! Organisation of events with communication via web
!D)3CH%#I%'J%K)0#FE+cC)
1. Market Background/ Market Trends 2. Competitive analysis 3. Image analysis, positioning of Orthofix in specific sector; 4. Orthofix’s Strategy
! Entry Strategy: Orthofix’ growth leverage ! Product Strategy : process of the development of the product ! Emphasize the competitive advantages ! Target definition: funnel approach in the launch phase ! Price posizioning: value the hospital & patients benefits for competing ! Initial view of Communication Strategy
=-,I'%,,)J",%K)%C%J-&O%),-MM"#D)
!I..%''I-M):%,%"#JE):%H+#F)]YYW)
17!7>74/)?5*>0:<)9d<874/)?5*>0:<)
Business case: Factors Impacting New Device Adoption
Orthofix must move towards these two concepts to position strategically in the segment IM nail
Measurable Benefits for
Hospital&Patients
A system solution i.e.
comprehensive
Orthofix
Business case: working on product&target
PRODUCT TARGET
Hospital administrators
Residents & Normal Surgeons
Early adopters Experts,
Chief
KOL
1. Going where Orthofix has a strong brand positioning 2. Going where the market accepts a high level of price 3. At the beginning not through distributors
TIMING FOR THE LAUNCH IN THE MARKET 2012: Selection of special market Working on the brand 2013: Reinforce the presence, with communication strategy.
Add another country (complication in regulatory affairs) 2015: Start with distributors
Business case: Brand Geographical Strategy
My case as a Marketing Consultant: Villa Cortine
! Hotel Group of Northern Italy ! Revenue: 1.2 bl Euro ! Luxury image ! Faithful clientele (old and especially from Germany) ! Very traditional company
! No kind of previous communication ! Old style ! No special offers&products ! Old logo
Goals for the Communication strategy plan
! Update of the logo ! Graphic guide ! Platform for the communication concept ! Communication plan ! Social media plan ! SEM
Goals for the Marketing strategy plan
! Pull communication Plan: starting from Website……..and then ! Social media mktg (FB and Twitter as a start) ! Newsletter ! Virtual Tour on the web ! Discover and keep a piece of its wonder ! Use promotion on the web ! Icatalogue with Partner (comktg) ! Mini agenda with all round activity ! New Social Media ! SEM ! On line Social Club
*0!!d47*5>704)9154)
SERVICE DEVELOPMENT ! Development of special offers ! Differentiation
PR ACTIVITY
top related