aj maly pes vie nahnat ovce
DESCRIPTION
Aj maly pes vie stekat a nahnat ovce... Marketingova prednaska od Milos&Peto, FMUK Podnikanie :)TRANSCRIPT
![Page 1: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/1.jpg)
„Miloš Mrva 2013
Insights intomarketing of SMEs
![Page 2: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/2.jpg)
![Page 3: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/3.jpg)
„Miloš Mrva 2013
Marketing research and market analysis- Data mining :- About customers, competition, industryMarketing communication- Advertising, sales promotion, PR and
personal sales
Two perspectives of marketing
![Page 4: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/4.jpg)
„Miloš Mrva 2013
• Lack of formalised planning• Restricted scope and activity• Simplistic and random• Product and price orientation• Owner-manager involvement
Marketing in SMEs vs. large comp.
![Page 5: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/5.jpg)
„Miloš Mrva 2013
Top-down theory• Segmentation• Targeting• Positioning
Bottom-up practise (stages of targeting)• Identification of market opportunity• Attraction of an initial customer base• Expansion through more of the same
Marketing approaches
![Page 6: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/6.jpg)
„Miloš Mrva 2013
IndustryCompetitionCustomer
Marketing INFORMATION
![Page 7: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/7.jpg)
„Miloš Mrva 2013
Primary vs. secondary data• Personal research (product samples testing, questionaire
survey, interviews, group discussion)• Statistic data (geodemographic and economical
databases)• Competition information (mysteryshopping, observation,
free accesible data – websites, etc.)• Expert estimates
Marketing analysis
![Page 8: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/8.jpg)
„Miloš Mrva 2013
What is your industry? Where your salesactivities take place?Definition of your market:• Product point of view• Geographic point of view• Information about market• Size, trends, biggest players (shares)...• Porter 5 forces• PESTLE
Industry and market
![Page 9: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/9.jpg)
„Miloš Mrva 2013
Porter 5 forces analysis model
![Page 10: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/10.jpg)
„Miloš Mrva 2013
![Page 11: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/11.jpg)
„Miloš Mrva 2013
• Direct and indirect competition• Different levels of competition
• Geographic, product and customer aspect ofcompetition
• Strenhts, weaknesses, product portfoliooverview, pricing...
• Competitive edge – unique characteristic of yourbusiness compared to the competition
Competition
![Page 12: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/12.jpg)
Miloš Mrva 2013
similar products similar target market
same fundamental solutions to the consumers’ needs -substitution
Budget competitionPotential competition
Everyone else
![Page 13: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/13.jpg)
„Miloš Mrva 2013
• Who is my typical customer?• criteria of segmentation, • Definition and description of 1 or more target
groups• Quantification – specific estimate of target group
size
Target groups
![Page 14: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/14.jpg)
„
Empathy map
![Page 15: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/15.jpg)
„Miloš Mrva 2013
Which is more?
B2C vs. B2B
![Page 16: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/16.jpg)
„Miloš Mrva 2013
B2C vs. B2BB2C B2B
Product driven Relationship driven
Maximize the value of the transaction
Maximize the value of the relationship
Large target market Small, focused target market
Single step buying process, shorter sales cycle
Multi-step buying process, longer sales cycle
Brand identity created through repetition and imagery
Brand identity created on personal relationship
Merchandising and point of purchase activities
Educational and awareness building activities
Emotional buying decision based on status, desire, or price
Rational buying decision based on business value
![Page 17: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/17.jpg)
„Miloš Mrva 2013
B2C shifting to B2B principles
![Page 18: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/18.jpg)
„Miloš Mrva 2013
B2C vs. B2BB2C B2B
Product driven Relationship drivenMaximize the value of the transaction
Maximize the value of the relationship
Large target market Small, focused target marketSingle step buying process, shorter sales cycle
Multi-step buying process, longer sales cycle
Brand identity created through repetition and imagery
Brand identity created on personal relationship
Merchandising and point of purchase activities
Educational and awareness building activities
Emotional buying decision based on status, desire, or price
Rational buying decision based on business value
![Page 19: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/19.jpg)
„Miloš Mrva 2013
5 x
![Page 20: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/20.jpg)
„Miloš Mrva 2013
5 x more expensive
![Page 21: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/21.jpg)
„Miloš Mrva 2013
It Costs Five Times More to Acquire a Customer than to Retain a Customer
![Page 22: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/22.jpg)
„Miloš Mrva 2013
![Page 23: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/23.jpg)
„Miloš Mrva 2013
• Direct communication with potential and existingcustomers
• Important part of marketing and sales process in SMEs (especially in B2B)
• Cost of direct selling – key issue
• Cold calls vs. warm calls – power of references
Direct Selling
![Page 24: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/24.jpg)
„Miloš Mrva 2013
• Myths and legends• Negative perception of DS
• Pros and cons• Independence, responsibility for own results
Direct Selling
![Page 25: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/25.jpg)
„Miloš Mrva 2013
• E-mail : 1:1000 – 1:100 000 probability of positivefeedback
• Phone : 1:100 – 1:1000• Personal sale : 1:5 – 1:50
E-mail vs. phone vs. personal sale
![Page 26: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/26.jpg)
„Miloš Mrva 2013
C R M
![Page 27: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/27.jpg)
„Miloš Mrva 2013
System of workSoftware solutionRecording and using ofwide range of customerrelated information
CRM
![Page 28: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/28.jpg)
Outlook interface, automaticassignment of e-mails to current
Individual requirementscoding
![Page 29: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/29.jpg)
![Page 30: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/30.jpg)
![Page 31: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/31.jpg)
Existing cust.(structure, purchasebehavior)
Outgoing Why leaving?Leaving to competition?What wouldconvince themto return?
New customers
What is the cost of aquisition of anew customer?
What is the pipeline ratio?
What is retentionrate? What isretention costs? Whatis customer lifecyclelooks like?
Pipeline
![Page 32: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/32.jpg)
![Page 33: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/33.jpg)
![Page 34: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/34.jpg)
![Page 35: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/35.jpg)
Aj malý pes vie nahnať ovce.
Mgr.Miloš Mrva PhD. & Mgr.Peter Marcin 2013
![Page 36: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/36.jpg)
Marketing
Communications"Marketing communications are the means by which firms attempt to
inform, persuade, and remind consumers - directly, or indirectly - about
the products and brands that they sell.„ – Philip Kotler (Marketing Guru)
![Page 37: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/37.jpg)
Marketing
≠
reklama !!!
![Page 38: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/38.jpg)
Aj malý pes vie štekať.
Mgr.Peter Marcin 2013
![Page 39: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/39.jpg)
Ak vie na koho šteká...
Mgr.Peter Marcin 2013
![Page 40: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/40.jpg)
Big Dog Small Dog Snoop DogMgr.Peter Marcin 2013
![Page 41: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/41.jpg)
Ako štekať???Lacno
Inak
Zaujímavo
Storytelling
Efektívne
Online
Viral
PR
a Vzťahy, vzťahy a vzťahy...
![Page 42: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/42.jpg)
BUZZ Emócia a dôvod o vás hovoriť...
Mgr.Peter Marcin 2013
![Page 43: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/43.jpg)
![Page 44: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/44.jpg)
Kade štekať...
Mgr.Peter Marcin 2013
![Page 45: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/45.jpg)
Aj billboard môže zaujať...
![Page 46: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/46.jpg)
![Page 47: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/47.jpg)
Aj leták...
![Page 48: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/48.jpg)
Alebo iný
pútač...
![Page 49: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/49.jpg)
Guerrilla
![Page 50: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/50.jpg)
![Page 51: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/51.jpg)
![Page 52: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/52.jpg)
QR
![Page 53: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/53.jpg)
Try usual
in the unusual way.
![Page 54: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/54.jpg)
Štekajte na nete.
![Page 55: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/55.jpg)
![Page 56: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/56.jpg)
Must Use Social Media:
Facebook, YouTube, Google Plus
Iné webové kanály:
Blog, diskusie, fóra, portály...
![Page 57: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/57.jpg)
http://www.youtube.com/watch?v=vnOyMSEWNTs
Reklamné video
http://www.theworldsworstwebsiteever.com/http://www.dash.com.hk/http://gnewtcargo.co.uk/
Website
![Page 58: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/58.jpg)
![Page 59: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/59.jpg)
Try AdWords a Analytics
![Page 60: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/60.jpg)
![Page 61: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/61.jpg)
![Page 62: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/62.jpg)
![Page 63: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/63.jpg)
one of best VIRAL ever...
![Page 64: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/64.jpg)
![Page 65: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/65.jpg)
Hand shake and
business card.
amazing new social networking tool
![Page 66: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/66.jpg)
![Page 67: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/67.jpg)
Cross promote
with other local businesses.
Offer freebies.
and do PR
![Page 68: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/68.jpg)
Word of mouthPodľa prieskumov 90% spotrebiteľov verí odporúčaniu, a len 14% reklame!
Mgr.Peter Marcin 2013
![Page 69: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/69.jpg)
Customers are people — not numbers.
![Page 70: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/70.jpg)
Develop relationships
with your customers...
![Page 71: Aj maly pes vie nahnat ovce](https://reader034.vdocuments.site/reader034/viewer/2022052311/5593e19b1a28ab12598b4588/html5/thumbnails/71.jpg)
Marketingový plán vo vašich biznis plánoch
Competitive edge
Marketing objectives
Marketing methods
Funding
Mgr.Peter Marcin 2013 – [email protected]