How to Market Your Batikha Practically? (Practical marketing workshop)
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How to do and execute a marketing Plan , using the business model and Strategy maps theories. Customer Relationship Management.
Transcript of How to Market Your Batikha Practically? (Practical marketing workshop)
Vs
• Knowledge exchange more than transfer.
• Feel free to ask• Mobile preferred to kept in silence
mode.• Think out of the box mode.• Participate as much as you can.• Enjoy networking at break times.
Session Behavioral Policy
AgendaToday:1.What are Marketing Weapons2.What is the Business model3.What is the CRM4.Practical strategic planning
Tomorrow:5.How to do Survey6.How to set a marketing Target7.How to coordinate a marketing campaign8.How to choose the right channel9.How to Present your plan
Marketer Weapons
• Customer Survey• Competitors Survey• Expert Judgment• Brain Storming Sessions• Focus Groups• PDCA• االنفرادي الحبس
Business Model
Customer Relationship Management
(CRM)
Customer Relationship Management (CRM)
Ref: Strategy Maps , Kaplan and Norton
Selection Acquisition Retention Growth
Selection
Right Value
Right Channels
Right Customer
Selection
Using the work Sheet:1)Identify Your business value ( features from
the business perspective) 2)Identify Your competitors and their categories3)Compare Your business with your competitors 4)Segment the customers (get information
through your weapons) 5)PDCA , PDCA, PDCA,…6)Identify the Marketing Objectives
Selection
7) Identify the right Marketing channels8) Identify the right Distribution channels
Acquisition Investment in the market to Build the Word of mouth
Awareness
Research
Comparison
Selection
Purchase
Experience
Retention
Word of Mouth
Customer Lifecycle
Acquisition
Set obj.s Brief Develo
p Idea
Touch point Plan
Execute Amplify
Measure and evaluate
Acquisition
The Most Critical
Integrated Communications Toolkit
The process that guides the development of impactful and integrated communications
Shaw your Value proposition
Value Proposition
The 8 Ps (Bus.Pers.)• Product• Place and Time• Price • Promotion• Process• Physical Environment• People• Productivity and Quality
Customer Perspective:• Brand• Partnership• Service• Functionality• Selection• Availability• Price• Quality
Acquisition
Set obj.s Brief Develop
Idea
Touch point Plan
Execute Amplify
Measure and
evaluate
• Customer Focused C
• Idea I
• Touch points T
• EngageE
Concept/Feature Innovation Messages Application
Application
Break Down
Task Owner
Due Date Corrective action
New Due Date
Outdoor
Set Your Budget
Methods:1.Task Methods2.Competitive Parity3.Percentage of Sales4.All you Can Afford5.S.A.L.T
Objectives and FeedbackDescription
S Specific: Exactly WHAT are you going to do? These are best written using strong, action verbs such as conduct, develop, build, plan, execute, etc
M Measurable: It's important to have measures that you can track to see how you are progressing towards achieving the objective.
A Actionable: Objectives need to be actionable to keep you motivated. Objectives need to stretch you, but not so far that you become frustrated and lose motivation
R Realistic: This does not mean easy. Realistic means that you have the resources to get it done though you may have to change priorities to achieve them
T Timed: means setting deadlines for the achievement of the objective. Deadlines need to be both achievable and realistic. Timeframes create the necessary urgency and prompt action
Objectives and Feedback
Feedback Measuremen
t
Qualitative
Customer satisfaction
Increase Awareness
Quantitative
Number of Customers
Sales Outcome
Engagement
Reaches
Record Results
Ref: Strategy Maps , Kaplan and Norton
Selection Acquisition Retention Growth
Customer Relationship Management (CRM)
RetentionTurn The customer Loyal then ur marketer
Retention
Word of Mouth
Customer Life Cycle
Operation
MarketingCustomer Service
Retention
Marketing Part:1. Continuous feedback gathering and
analysis2. Continuous PDCA3. Continuous integrated communications 4. Follow the marketing campaigns done
by your competitors (local and Global)5. Creation of promotions 6. Creation of Loyalty programs
Perfect retention is Increasing Customer Value
Growth
New Franchise
• New plan
New Research
• New Campaign
