Marketing Training Seminar

Eduard Kruseman

ProgrammeIntroductionPurpose Subjects to discussExchange of ideas One-to-oneWorkshops

IntroductionEduard Kruseman (PUM Senior Expert)Business development, marketing and public relations;

Vocational training programmes / entrepreneurial trainings / coaching

Non-profit managementSocial InnovationMatch making (money and knowledge)

Purpose / ObjectivesTo give tools and ideas to be able to make a marketing business plan

Principles of marketing and PRThe marketing environmentProduct and portfolio analysisMarketing communication mixThe marketing business plan

Principles of MarketingDefinitions

Marketing is a human activity directed at satisfying needs and wants through exchange processes (2 parties / 1 direction) A product is something that is viewed as capable of satisfying a need or wantA market is the set of all actual and potential buyers of a product

Strategic PlanningVision sets out the purpose and direction of the businessMission : how the vision is translates into reality. What should be done to achieve it?Objectives : quantified and measurable targets

The marketing environment

Environmental analysis (trends, opportunities, threats / PEST)Market analysis (characteristics of each basic type of market)Buyer behaviour analysis (how do buyers buy?)Market segmentation analysis

Understanding Markets and customers

What market need does the business address?What products serve that need?Who buys the products?Why do customers buy?Who makes the buying decision?Where do customers buy?

Product portfolioCostsCompetitorsMarketing objectiveCash flowProfitabilityRisk

Industry / product Life Cycle

New entrants, buyers, suppliers, substitutes, competitorsVersusIntroduction, growth, maturity, decline Entering new markets

Marketing Mix4 – P’s:

Product (quality / quantity, brand service)Price (list price, discounts, payment method)Promotion(advertising/public relations e.g.)Place(‘Philanthropy’: people, planet, profit)

Objectives should be SMART

SpecificMeasurableAchievable within the stated time frameRelevant in the context of the visionTime bound

PEST AnalysisPolitical issues (local, national, supranational)Economic issues (interest rates, inflation, business cycle, prices)Social issues (population, age structure)Technological (new markest, production methods

SWOT analysis

StrengthWeaknessOpportunitiesThreats

Marketing StrategyHow to penetrate in the market?

How to compete in the market?

How to develop a strategy?

Strategic optionsMarket penetration (sell more of the same to the same market)Product development (sell new products to existing customers)Market development (seek out new markets for existing products)Diversification (sell new products to new groups of customers)

Strategy implementationInternal development of products or marketsAcquisitions (locally / internationally)Joint developmentBusiness links (internationally)

CommunicationsPublic Relations (to create awareness and mutual understanding / free publicity, two directions)Public Affairs (influencing public opinion)Advertising (paid and one direction)

Communication ToolsPublic Relations: press releases; meetings; non paid advertising, e.g.)Advertising: advertisements, sales promotion; loyalty programmes, direct marketing; e.g.)

Business linkingEstablishing contacts for trade (Chamber of Commerce, Ministry of Trade, Foreign contactsHow to find partners (financially and operationally)

How to find financial aidBanksMicro-creditNGO’sVenture PhilanthropyJoint operations / partnersBasic condition: have a good product!

PUM(Netherlands Senior Experts)

Sharing knowledge and expertiseProject request (www.pum.nl), directly or via local representative)Must meet PUM criteriaExpert will be selected for adviceGoes on mission;Comes back with recommendations

Wokshop 1Formulate your vision and mission statements for your company / ventureFormulate your objectives according to the SMART methodeDiscuss it with colleagues

Workship 2

Analyse your own environment and look to market opportunities’ (PEST and SWOT models)

Workshop 3

Define your market strategy, describe your product(s), messages, target group (s) and tools to be used(and keep ‘costs’ in mind!);