MARKETING

[image] Close up of feathers. MARKETING. Marketing is everything and everything is marketing.

The purpose of today’s session. Objectives Strategies Tactics.

Marketing. 3. Demand Management Creating New Demand Serving Existing Demand.

How much share do they have ? Who can we create demand for ? How many competitors ? How large is the demand How much share can we get? Whose demand can we serve ? What must we do to increase our share ? How can we get more from existing demand ?.

Marketing planning. The simple planning process The marketing planning process Where are we now? Audit – MACRO , MICRO (Industry) Where do we want to be? Objectives – Business and Marketing How might we get there? Strategies – Growth , Positioning strategies, Corporate Branding strategies and CRM strategies. Which way is best? Marketing Mix 7Ps- Product, Price, Place, Promotions, People, Processes and Physical Evidence) How can we ensure arrival? Control and Evaluation.

Based on this forecast what sectors of UTE will be affected ?.

7. Brief Rebound Rupee forecast to give up gains and head to 350 per dollar Sri Lankan rupee Mar Jun 2022 Sep Dec Source: Data compiled by Bloomberg 350 300 250 200 Mar 2023 Bloomberg O.

MICRO( industry analysis) Analysis Mining and mineral.

Industry (Construction) Analysis. 9.

MICRO (competitor ) analysis. 10. ELGi. Product – What is their USP ? What is their s revenue /customer share ?.

Objectives “ If you cannot measure where you want to be, you are either not serious or you never planned on getting there”.

STRATEGIES “if you don’t how to get to where you want to, you are better off staying where you are”.

GROWTH STRATEGY OPTIONS. Market Penetration ( Increase share in current market with the current product) Improve product demos / inquiries leads Growth of distribution channels Value addition strategies Corporate / Product Brand activation strategies Product application growth to multiple sectors Market Development ( Finding new markets for the current products) Multiple segment targeting in sectors New geo targeting strategies Online segment accessibility strategies New retail /intermediary channel development B2G ( government ) strategies to cover key sectors Product Development ( Product modifications to the current market) Product value addition strategies Product consultation development options Product interphase through QR codes Diversification into related markets OR unrelated markets Equipment sourcing and trading Engineering consultancy in product related sectors.

Positioning is about creating the USP in the minds of the customers.

Positioning strategy options. BENEFIT POSITIONING - Positioned as a leader in a certain benefit . This strategy of positioning has greater sustainability.

Positioning strategies. USE / APPLICATION POSITIONING - Positioning for some use or application..

Positioning strategy options. USER POSITIONING- Positioning the product as best for some user group.

Positioning strategy options. COMPETITOR POSITIONING - Claims to have better performance than competitors..

Positioning strategy options. PRODUCT CATEGORY POSITIONING -Positioning as a leader in certain category..

CRM strategy options. Collaborative CRM Partnering third parties who have access to customers common to UTE.

CRM strategy options. Operational CRM The three types of operations: marketing, sales and service. Operational CRM is important for lead generation because it frequently deals with past customer insights and information such as previous marketing strategy outcomes and levels of satisfaction.

Corporate Branding strategy. PHILOSOPHY what the organization stands for, and how it undertakes its work PERFORMANCE How UTE ’s performance is rated by key stakeholders PERCEPTION Branding using country of origin of principals, perception adaptation branding PERSONALITY subcultures within UTE /people practices, policies, precepts and principals.

Is retention and Loyalty the same ?. "Retention is the percent of a customer population who were "active" as of some earlier date and are still active a year later" "Loyalty on the other hand is a measure of the performance of individual customers. A score is built around different aspects of customer behaviour".

TACTICS. PRODUCT Product packaging improvements, Product value additions, Warranties, PRICE Pricing tactics for different segments /sectors /geographic locations PLACE Distribution methods, online distribution methods, retailer enhancement methods, retailer footfall enhancement methods , retailer branding , retailer training PROMOTION ATL (Above the line) – Advertising - Journals, tabloids , radio , outdoor , cinema BTL ( Below the line) – PR , Sales Promotions, Event marketing, CSR branding, Sponsorship TTL (Through the line/ Digital) Targeted social media( Linked In , FB , Insta, Blogs, Web site traffic growth, Content marketing, Webinars , Virtual demos, E flyers, online PR , AI powered content PEOPLE Team training, employee branding , team productivity enhancement, team involvement enhancement PROCESSES Process efficiency enhancement, new processes, process automation, process customer outcome improvement PHYSICAL EVIDENCE Tangible aspects that can be used to market the product/ corporate image Merchandise , premises branding.