GUIDE marketing project

MARK E T I NG M ANAGEMENTR A ZUMOVA S .

B S EU

01

02

03

PROJECT IDEA AND GOALS

­ choose a business idea and prepare abrief summary of the project­ describe your business model ­ set project objectives

MARKET OPPORTUNITIES ANALYSIS

­ estimate macroenvironment ­ estimate the microenvironment ­ determine project development areas

MARKETING PLAN ELEMENTS

­ specify the target audience and kpi­ describes the concept of branding andpositioning­ plan marketing activities and budgets drawn up ­ prepare a financial evaluation of the projectprospects

STEP 1

PROJECT IDEA AND GOALS

step tasks­ to find the original idea for the market­ to prepare the project business model ­ to set project goals­ to write brief project note (executive summery)

DECIDE THAT YOU ARE WORKING ON

STARTUP

promoting somethingcompletely new

FRANCHISEDEVELOPMENT

proving the viability of thefranchise in the market

PRODUCT / SERVICEFOR EXISTING BUSINESS

working on thefeasibility for

company developmentto make moreemphasis on the

originality of the idea,deeply analyze thepotential demand

to work on the adaptationof the franchise in themarket, most importantwill be the last stage

mandatory assessment ofthe current company state

and your ideasharmonization with thecurrent product portfolio

CREATE THE EXECUTIVE SUMMERY

­ problems facing your project (company)­ market data and competitive presence andactivity briefly­ the industry trends (the following changestake place)­ your idea ­ what consumers problems couldsolve ­ your team and resources­ your financial expectations

for more information see the links https://www.proposify.biz/blog/executive­summaryhttps://www.entrepreneur.com/article/241071http://ueberfachliche­kompetenzen.ethz.ch/dopraedi/pdfs/Mayer/guidelines_executive_summary.pdf

the executive summary isshort - just a page - and

highlights the points you’vemade elsewhere in your

business or marketing plan

DEFINE THE MISSION OFYOUR PROJECT

Formulate briefly, e.g.: "Givingpeople joy and health"(Savushkin Product)

or in the extended version indetails:the targets to strive the principles of the projectthe field of activity the key resources and core competencies

FORMULATE TARGETS, PRINCIPLES,RESOURCES

Tagets, e.g.:­ take a leading position­ be the best in providing first­class service­ to become a leading company­ to provide customers with the possibility of continuous communication with ...­ be noticeable in business for ...Principles, e.g.:­ honesty ­ do our work honestly and transparently­ continuous development ­ provide an opportunity for staff to grow­ innovation ­ to be open to new ideas­ continuity ­ to accept and use the successful experience­ creativity ­ to work towards the search of original ideasResources, e.g.:­ We have a team of enthusiasts­ A great experience in SMM­ Сheap rental space­ Have an initial capital­ Have connections in the business community­ Have experience in implementing ...­ Have knowledge of ...

DESIGN YOUR BUSINESS MODEL

Key activities -e.g., manufacture,mediation platform

Revenue streamse.g., sale of products,

subscription, fee

Cost structure e.g., hiring - 20%

promotion - 10%purchase of rawmaterials - 30%

Key partners -e.g., shopping centers,

Internet sites, PR-agencies

Value proposition - e.g., savings, status,choice, convenience

Customer relationships -e.g., individualization of

the product, serviceautomation, bonus

program

Customer segments - office workers seeking

to succeed, ready tospend on the service not

less than $ 100

Channels -e.g., site, company store,

supermarket chain

Key resources -e.g., infrastura, brand,

production capacity,experts

­ to ensure theinvestment

attractiveness­ Go to return

­ Ensure profitability

FINANCIAL CUSTOMER INTERNALPROCESSES

­ to attract newconsumers

­ to retain customers­ To choose the

optimal marketingand sales channels

SPECIFY THE PROJECT OBJECTIVES, USE BALANCED SCORECARD

ORGANIZATIONALCAPACITY

KPIpayback period,

NPV, revenue, capitalrate of return,

accounting rate ofreturn

KPIbrand awareness score,coverage raye, marketshare, retention rate,CPC, costs per contact,

CTR

­ to provide high­quality service

­ to achieve a highspeed of service­ To achieve a

successful entry intothe market

­ Ensure rapid salesgrowth

­ Achieve highemployee satisfaction­ To achieve a high

level of competence ofcommercial agents

KPI customer satisfaction

index in quality, speed ofservice, speed of

response to the request,the time of productentry in retail chains

KPIsales by 1 employee,

training costs, employeeturnover, the number ofhighly qualified staff

DEFINE THE LINKS AMONG THEOBJECTIVES

FINANCIAL

to achieve payback tothe end of the year

CUSTOMER

to attract not less than100 new clients by theend of the first half

ORGANIZATIONALCAPACITY

to organize training sales staff onthe management of the customer

base in the current month

01STEP 2MARKET OPPORTUNITIES ANALYSIS step tasks­ To observe the legal aspects of doing business ­ To evaluate the economic, investment project risks­ To analyze the market and to assess its competitive status­ To explore the potential customers­ To identify possible competitive advantages­ To outline the main decisions for the project development infield of marketing and communications, to determine their priority

­ Established customs, habits, interests, whichmay contribute to business

­ The availability of new information andtrade technologies to ordinary consumer­ The relevance of various information

channels­ The role of social media

POLITICAL FACTORS

­ legal restrictions, with which we have to face­ the tax burden, which we have to bear­ legal restrictions that will affect our

communications­ tax credits which we can expect

­ special programs of industry development,which are provided by the government

­ What technological solutions areavailable?

­ Is it possible to patent protection project?­ Are there any new solutions in

communications?­ Whether the infrastructure was created

to promote innovation?

EXPLORE MACRO ENVIRONMENT

SOCIAL FACTORS TECHNOLOGICAL FACTORS

ECOMOMIC FACTORS

­ our expectations for economic growth inthe industry

­ the prevailing investment climate­ the level of logistic infrastructure

development­ the impact of inflation expectations in the

industry

WARKING ON PEST, AWARE

For example, as an important socio-cultural factor you mentioned "Thedesire of consumers to share newsabout visiting iconic events in socialmedia, particularly Facebook"

A possible response to this factor: "It isnecessary to create and maintain iconicevents of the project in a Facebook pageproviding possibility to discuss interestingpoints, and access to useful content (eg, aprofessional photo of participants)

It is important to indicateyour response (as you useone or the other factor).

Always make reference tothe sources of information!

Briefly describe thefactor

For example, "90% ofconsumers are willingto use only free mobile

app"

FACTOR WHAT DOES THEFACTOR MEAN FOR

PROJECT

POTENTIALRESPONSE TO THE

FACTOR

determine how thisfactor affects your

project"The proposedstructure of the

expected revenue fromthe paid version was

overpriced"

Check your possibleresponse steps

"In order to achieve thegoal of monetizing theproject partners should

be involved foradvertising in a mobile

app"

USE THE TEMPLATE FOR PEST

ANALYZE THE MARKET (START WITH ANALYTICAL NOTES ON THE MARKET)

MARKET PARAMETERS PARAMETER SPECIFICATIONS 1. MARKET STAGE 2. MARKET GROWTH RATE3. PRODUCTDIFFERENTIATION4. INNOVATIONS RATE5. INVESTMENT REQUIRED6. MARKETFLUCTUATIONS

1. GROWTH, MATURITY, DECLINE2. HIGH (MORE THAN 10%), MEDIUM (5-10%), LOW (5%)3.HIGH, MEDIUM, LOW 4. RANGE IS UPDATED AT LEAST EVERY SIXMONTHS / 1 YEAR / 1 TO 2 YEARS5. AT LEAST 10/20 / ... 100 THOUSANDRUBLES6. SEASONAL MARKET / DECLINE INBUSINESS ACTIVITY IN THE PERIOD ... /ANNUAL JUMP DEMAND IS OBSERVED IN ...

USE INFOGRAPHICSLINKS TO CREATE YOUR OWN

HTTPS://MAGIC.PIKTOCHART.COMHTTPS://VENNGAGE.COM

APPLY 5 COMPETITIVE FORCES ANALYSIS

THREAT OF NEWENTRY

specify the obstaclesfor new competitors,

such as:­ The need to investnot less than ...

­ Loyalty level alreadyexisting companies­ Barriers of a legalnature (patents,licenses, etc.).

­ The difficulty ofentry at retail

COMPETITIVERIVALRY

namecompanies thatoffer other

ways to providevalue to your

customers, suchas mobileInternetrelativelystationary

THREAT OFSUBSTITUTION

BUYER POWER

SUPPLIERPOWER

specify thenumber and

strength of theexisting

competitors, suchas:

­ In the marketare 3 companieswith large share,small specialize in

...

characterizepotential

customers, suchas: focus on news

portals,demonstrate acommitment toforeign tradingfloors when

ordering comp.accessories

name thesuppliers,select themost

importantones, describethe practice oftheir work

03

SPECIFY STRENGTH OF EACH FACTOR, SUCH AS1 ­ significant limitations (the emergence of new players is not expected)2 ­ restrictions exist (the emergence of new players expected)3 ­ no limitatuions (the emergence of new players is extremely likely)

1 ­ no one or few direct competitors 2 ­ a lot of direct competitors but they do not occupy a dominant position3 ­ many direct competitors, the recognized market leader

1 ­ little impact / low propensity for consumers to replace2 ­ a secondary impact, there are situations in which consumers tend touse substitutes3 ­ a strong influence, consumers have a high propensity to product /service replacement

1 ­ consumers do not have opportunities to put pressure on business2 ­ consumers can put pressure on some of the business decisions3 ­ consumers have a strong impact on the business, are able to dictatetheir demands1 ­ many providers, the resource is completely replaceable2 ­ a few large and many small suppliers whose resources areinterchangeable3 ­ complete dependence on 2­3 large suppliers, resources are notinterchangeable

ELABORATE COMPETITIVE ANALYSIS

pay attention to the choice ofparameters for comparison, forexample:­ geographical coverage­ price level­ range of services­ functionality

Use the competitivemap, desighn thestrategic canva

SUMMARIZE COMPETITIVE ANALYSIS

COMPETITIVESTRATEGY

define your desiredcompetitive positionand how to hold

discover what is thebest performancebeing achieved

COMPETITIVEADVANTAGES

highlight what couldmake you better thanthe competition in

your customers' minds

BENCHMARKING

For example,­ to сlarify market capacity

­ to determine thesegmentation criteria

­ to find the most accuratecommunication channels­ to idefine the distribution

channels­ to identify consumer

attitudes to such services /products

CLARIFY SURVEYOBJECTIVES

PREPARE AQUESTIONNAIRE ANDCONDUCT A SURVEY

ANALYZE THE RESULTSAND DRAW

CONCLUSIONS

Start the questionnairewith more general

questions, then go to themarketing mix

questions, completeyour survey with

questions about age,income, occupation

Note the relation in therespondents' answers,trying to identify their

groups (segments); try tomark priorities withineach group regardingpricing, communications

and so on.

proceed to consumers and theirexpectations analysis

SWOT ANALYSIS FINDINGS

Strengths and weaknesses (as formulated)­ Unique positioning as the idea ...­ The presence of the client base­ The absence of well­established sales channels

Opportunities and Threats­ More than 50% of consumers found your idea interesting ­ Number of events suitable for the project presentation increased­ Increased cost of entry into retail

CHECK YOUR COMPONY POTENTIAL TOIMPLEMENT THE PROJECT

For those who chose to work on a product / service for the existing business

COMPANY INVESTMENTS OPPORTUNITIES give a brief description of the company'sfinancial conditions

SALES CHANNELS

using ABC, BCG, XYZ­analysis, show theneed to broaden the portfolio of yourproducts / services

COMPANY PRODUCT/BRAND PORTFOLIO

MARKETING COMMUNICATIONSevaluate the prospects of using the usual foryour company communication methods andtechniques for the new product promotion

analyzing the current sales channels, checkthe possibility of using them for newproduct sales

DRAW CONCLUSIONS AND ASSUMPTIONS

­ take the 4­5 most important factors ofPEST, competitive and consumer analysis as the opportunities and threats ­ note 4­5 strengths as competitiveadvantages, emphasize the individualityof the project

­ Suggest 6­7 decisions to rank theirimportance for a project­ make notes about segmentation,positioning, 4P­ If necessary, adjust your businessmodel and the BSC

Relate strengths,weaknesses with

opportunities and threats, What are the main

solutions?

STEP 3

MARKETING PLAN ELEMENTSstep tasks­ clarify the target audience, the expected results and theproduct / service requirements­ study the elements of brand strategy, to clarify the productand pricing strategy­ develop the concept of positioning for target audience andpromotion program­ design a plan of organizational and marketing activities­ provide financial support of promising projects

DEVELOP BRAND STRATEGY ELEMENTS

THE TARGETAUDIENCE

describe yourmain criteria

for thesegments

POSITIONING IDEA

BASICCOMMUNI-CATIONSTRATEGY EVIDENCE OF

BRANDCOMMUNI-CATIONS

CERTAINSET OF

IMPRESSIONS

impressions offamiliarization withthe communication

message

the idea of theproject, whichshould be the

basis ofcommunication,identify theproduct /

service amongothers

insight and themain promise tothe customer, thedifferentiator

(communicationmessageelements)

product /service and itscharacteristics,which provethe veracity of

promises

DESCRIBE THE SEGMENTS AND METHODSTHEIR MASTERING

characterizing segments, consider theresults of the survey!

plan the share of each segmentin revenue:Segment 1 ­ 50%Segment 2 ­ 30%Segment 3 ­ 20%

specify your targetaudience

YOUR BRAND FOR SEGMENT 1

BETTER THAN

BECAUSE

indicate yourcompetitors

FORMULATE THE IDEA OF POSITIONING

describe your competitive advantages

key customer rationaland emotional benefits

AND AS ARESULT

CREATE COMMUNICATIONSTRATEGY FOR THE IDEA OFPOSITIONING

Insight ­ thoughts, values and principles of lifeand situation of the client, which shares yourbrand (for example: "True beauty does notdepend on the age, shape and size of clothes(Dove)"

promise to customers ­ benefits (seepositioning statement) that theconsumer will get from using the service/ product

differeniator ­ tone, visual style,characters, scenarios of communicationsolutions that emphasize insight, "beat"the proposed benefits don't foget Slogan!

01

02

03

PREPARE PLAN TO ORGANIZE YOURBUSINESSUse google forms­ Specify the terms of registration, starting abusiness, search, hiring, renting / creating anonline platform, etc.

Use google forms­ Specify the terms of registration of trademark /brand­ The timing of the communication campaign, andloyalty program administration, etc.

PREPARE MARKETING PLAN

calculate­ Payback period­ The budget for marketing­ NPV of the project / break­even pointremember BSC

CALCULATE KEY FINANCIALINDICATORS

MARKETING PLAN

In drawing up the plan pay attention to your objectives as defined above,work through a separate initiative, You may provide further the script andthe mechanics of certain marketing activities