compost marketing vincent tye recology grover environmental products general manager organics sales...
TRANSCRIPT
COMPOST MARKETING
Vincent Tye
Recology Grover Environmental Products
General Manager
Organics Sales Manager
March 7, 2013
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Recology Grover Site
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Initial Observations
Marketing and Sales . . . • Necessary to facility success• Important to approach systematically• Separate but related functions• Integrate with other facility functions• May be separate departments . . . • Or done by one person/team
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Marketing and Sales
• Marketing Defined• The Marketing Mix• The Marketing Plan• Sales Defined• Sales Strategy• Sales Force• Customer Service• Sales Evaluation• Conclusions
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Definition of Marketing
Marketing is the strategic process of bringing products and services to market that fulfill a customer’s value requirements.
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Components of the Definition
Marketing is …
• Integral to strategy• A dynamic process• Customer oriented• Value focused
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The Basic Marketing Mix
• The Four P’s of the Marketing Mix:
Product – products and services offered Place – distribution of products/services Price – adoption of pricing strategies Promotion – marketplace awareness
• Framework for Marketing Plan
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The Marketing Plan
Elements of a successful plan:
• Built on the Marketing Mix framework• Strategically integrated with business plan• Interdepartmental involvement• Addresses the appropriate timeframe• Based on objective market research
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Sample Marketing Mix
Product Place Price PromotionProducts Offered Process Type Pricing Strategies Advertising Strategy
Product Research Inventory Control Volume Discounts Trade Shows
Field Trials/Testing Facility Location Published Prices Product Displays
Product Branding Market Proximity Quantity Discounts Product Give-aways
Bagged v. Bulk Distribution Channels Seasonal Pricing Discount Coupons
Markets Served Specifier Education
Market Research Technical Assistance
Market Segments
Market Share
Customer Share
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The Marketing Plan
Structuring the Marketing Plan:
• Current market analysis• SWOT analysis of current conditions• Long/Short-term marketing objectives• Specific achievement goals• Financial analysis• Evaluation mechanisms
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The Marketing Plan
• Current Market Analysis:
Describe current market conditions: Products/Services Offered Who are your customers Who are your competitors Where are your markets Identify regulatory challenges
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The Marketing Plan
• Current Market Analysis:
Describe current market conditions: Products/Services Offered Branded products Generic vs. Custom Products Wholesale or Retail Products Bagged vs. Bulk
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The Marketing Plan
Branded products . . .o Establish a unique product identityo Connects the product to your companyo Brand name equates to quality producto Assures satisfaction of value perceptionso Name/Logo related to product value
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The Marketing Plan
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Branding Examples
The Marketing Plan
• Current Market Analysis:
Describe current market conditions: Who are your customers What business are we in? What constitutes value? Where are your markets Understand market segmentation
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Custom Blending
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Custom Spreading
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The Marketing Plan
Market Share . . . The percentage of a given market area’s total compost
sales earned by your company over a specified time period. (Breadth)
Customer Share . . .The percentage of a given customer’s total compost sales
earned by your company over a specified time period.(Depth)
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The Marketing Plan
• SWOT Analysis of Current Conditions:
Analyze each market condition:
STRENGTH
WEAKNESSESS
OPPORTUNITY
THREAT
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The Marketing Plan
• Long/Short-term Marketing Objectives:
Broadly define strategic objectives: Briefly describe 2 – 5 year context Specifically define short-term objectives Use qualitative and quantitative terms Utilize the Marketing Mix framework
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The Marketing Plan
• Long/Short-term Marketing Objectives:
Broadly define strategic objectives: Briefly describe 2 – 5 year contextTo establish a marketing and sales presence in the
Willamette Valley wine grape market by the end of calendar year 2014
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The Marketing Plan
• Long/Short-term Marketing Objectives:
Broadly define strategic objectives: Specifically define short-term objectivesTo increase compost sales in Butte County by 5%
by the end of 2014.
Add two major accounts in each sales territory by the end of 2013.
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The Marketing Plan
• Specific Achievement Goals:
Clearly define SMART goals: S – specific goal statements M – measurable goals A – attainable goals R – realistic goals T – timely goals
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The Marketing Plan
• Financial Analysis:
Develop a marketing budget: Must be consistent with business plan Involves input from other departments Include allocations for all activities Create a living budget (reforecasting)
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The Marketing Plan
• Evaluation Mechanisms:
Process for tracking goal achievement: You can manage what you measure Examine progress on broad objectives Primary focus is SMART goals Import sales reports Include mechanisms for correction
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What is Sales?
• Definition of Sales• Essential elements of the Sales process• Focus on specific elements: Developing a sales strategy Deploying the sales force Servicing the customer Evaluating performance
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Definition of Sales
Sales is the integrated process of developing, managing, and executing a mutually beneficial exchange of goods and/or services for value
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Sales Strategy
• Developing a sales strategy . . . Strategy complements marketing plan Emphasizes critical market approach: Market share Customer share Addresses customers’ value perceptions Utilizes Brand identity Promotes benefits of quality compost
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Sales Force Deployment
• Deploying the sales force . . . Knowledge of product and industry Clearly define sales territories Determine methods of deployment Understanding of strategic approach: Focus on strategic target markets Emphasize market or customer share
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Sales Force Deployment
Knowledge of product and industry . . .
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Product/Industry Knowledge Personal Characteristics
Composting Process Honesty/Integrity
Compost Uses and Benefits Confidence
Product Quality Enthusiasm
Regulatory and Safety Issues Acceptance of rejection
Competitors and products/pricing Initiative
Customer’s Industry Persistence
Passion
Eagerness
Servicing the Customer
• Servicing the Customer . . . Prompt responses to inquiries/complaints Accurate and timely proposals Consistent product quality Realistic and accurate scheduling Reliable and courteous delivery system Consistent “after-sale” follow through
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Evaluating Performance
• Evaluating sales performance . . . Initiate sales reporting procedures Develop meaningful metrics Establish regular review meetings Encourage customer feedback
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