MARKETING OF LIBRARY AND INFORMATION SERVICES
ByJ J G ArachchigeUniversity of Ruhuna
http://www.youtube.com/watch?v=ucOyxhxM6wM
http://www.youtube.com/watch?v=mooZ_So2b-s
http://www.youtube.com/watch?v=xOTznegj-Hs
http://www.youtube.com/watch?v=6SQHcUIZdiQ
Are we safe in our Business?
අළෙ�වීකරණය යනු?What marketing is?
විකිනීම (Selling products) ?
ප්ර�චා�රණය (Advertising) ?
මිනිසුන්ළෙ� අවධා�නයඇදගැ�නීම (Attracting people)?
මිනිසුන් දින�ගැ�නීම (Winning people) ?
……….?Partly yes. But more than that.
What marketing … cont.
‘Marketing is the process of finding and thenkeeping customers’.
– Theodore Levitt
“Marketing is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives. It relies heavily on designing the organization's offering in terms of the target market's needs and desires and as using effective pricing, communication, and distribution to inform, motivate and serve the markets.“
- Philip Kottler (1994)Definition
නිව�රදි ළෙ��රතුර� නිව�රදි පුද්ගැලය� ළෙව�නිව�රදි ��නදී නිව�රදි ළෙ%ල�වට
ලබා�දීම(The most agreed in the library context is "to
provide the right information to the right user at the right place at the right time“)
අළෙ�වීකරණකි(ය�වලිය න*�ය�ත්මකහා� නිර්ම�න�ත්මක වශළෙයන් අ/ගැ ළෙදකකින්
සමන්වි�යිMarketing has a theoretical part and a creative
part.
අළෙ�වීකරණකි(ය�වලියනිෂ්ප්ර�දනය ආරම්භකිරීමට ළෙප්රර ප්රටන්ගැන්න� අ�ර
නිෂ්ප්ර�දනය ගැ�නුම්කර� ළෙව� ළෙගැනය�ම දක්ව� දිළෙවනක�ර්ය�වලියකි.
Anyway, marketing begins before the production and continues until the product goes to the customer/end user
g2gemini.com
අළෙ�වීකරණය අවශ* වන්ළෙන්ඇයිWhy marketing?
Companies today have various issues Deteriorating capital/funds ( ප්ර�තිප්ර�දනකප්ප්ර�දුව)
High production cost ( අධික පිරිව�ය) Alternative productions (අතිළෙර්ක/ ව*�ජනිෂ්ප්ර�දන)
Change of consumer behaviour
( ප්ර�රිළෙභ?ජන රට�) Competition for the market ( �රඟක�රිත්වය)
Need to survive (රඳා� ප්ර�ව�ත්ම පිළිබාඳාගැ�ටලු)
පුස්�ක�ලළෙE�ත්වය ළෙකබාඳුද?How about the library?
Are libraries safe today? ප්ර�ම�නවත් ප්ර�තිප්ර�දන (Enough fund) ? උප්රරිමභ�වි�ය (Optimized usage) ? ම%ආය�නළෙE සහා�ය (Support from
parent organization)? වHත්තීයමය පිළිගැ�නීම (Have good
recognition)? ප්ර�ඨකය�ළෙ� ළෙ�?ර�ගැ�නීම ව�ඩිවී
තිළෙLද (Increased customer options)?
අද ළෙ��රතුර� ලබා�ගැ�නීමටඇතිඑකම ස්ථා�නය පුස්�ක�ලයද?
Is library the only place providing information in
the area? What about Google?
Articles and book chapters download Google docs and Spreadsheets Google calendar Google base Google maps Google wallet G-mail Gtalk Google scholar Google phone IGoogle
?පුස්තකා�ල සූචිය
�වත්ස�ඟවුනුකරඟකර�වන් සිටිත්ද?Are there hidden competitors?
Video retailers Communication centers TV/Cable TV Radio News agencies Private libraries Database dealers – article download at 99
cents. Online business and more and more
එළෙස්නම් ප්රවත්න� �ත්වය ළෙකබාඳුද ?What about the situation?
පුස්�ක�ලළෙE සීම�ආක(මනයකර තිළෙL ද? (Invading library’s
territory) පුස්�ක�ලයට�ර්ජන ? ( Threat
to the library) අභිළෙය?ගැ ? (Challenge) �රඟක�රිත්වය ? (Competition) ල�භය ? (Profit)
අධික�රිත්වය අහිමිවීම ? (Are libraries losing their monopoly position)
ප්ර�ඨක�Hප්තිය ගිලිහීඇත්ද? (Users no longer satisfy with the library)
ළෙස්ව� පිළිබාඳා ප්ර�ඨකය� ද�නුවත් ද? (Are users aware of the services available)
අප්රට වඩා� ළෙහා�ඳින් ළෙවනත් අය අළෙප් ර�ජක�රියකරයිද? (Do others do our job
better than us?)
පුස්�ක�ලළෙE සූද�නම ළෙකබාඳු ද?How about the library
පුස්�ක�ල සූචියහා� ගූගැල් ළෙසවිම යන්�]ය (Catalogue Vs Google
search) විවH�ව�බාන ළෙ%ල�වල් (Opening
hours) ඉලක්ක ළෙස්ව� (Target services) ප්ර�ඨකහි�කර බාව (User
friendliness) ප්ර�ඨක�Hප්තිය (Satisfaction)
අළෙප් ප්ර�ව�ත්ම සඳාහා� ක�හා�ක්ළෙක්කුමක්ද?What can we do for our survival? Fight? ( සටන්කිරීම) Withdraw? ( ඉවත්කර ගැ�නීම) Compete? ( �රඟකිරීම) Alliance? ( සන්ධා�න ගැ�වීම) Explore market for new services?
( ළෙව�ඳා ළෙප්ර�� සඳාහා� නව ළෙස්ව� ළෙස�ය�ය�ම)
So how? Source : www.education.oriyaonline.com
ක�යුත්ළෙත්කුමක්ද ? Competitive Responses
ව*� ප්ර�රිකයකු ළෙලස ප්ර�තිචා�ර ද�ක්වීම(Better we respond like a business)
පුස්�ක�ලය අළෙ�විකිරීම (We have to market the library)
ව*�ප්ර�රික ළෙල?කළෙයන්ආදර්ශ ගැ�නීම(We can learn from business sector companies)
ව*�ප්ර�රිකයකු ළෙලස(Proactive)
ව*�ප්ර�රිකය� පූර්වකි(ය�ක�රි ප්ර�රිළෙභ?ගිකය� ප්රදනම්කරගැත්%b ය�ප්ර�ර කරයි
(Business companies are proactive and customer oriented ) ප්ර�මුව ප්ර�රිළෙභ?ගික අවශ*�� ළෙස�ය� බාලයි (find the needs
of customer) පුළුල් ළෙව�ඳා ළෙප්ර��කුඩා� ළෙක�ටස්වලට ළෙබාද� ගැනී (Segment
the market) ඉලක්ක ළෙව�ඳාළෙප්ර�� ළෙව�නිෂ්ප්ර�දන ස�ලසුම්කරයි (Then
plan and create the product for target segment) හා�කිනම්�මනිෂ්ප්ර�දන සඳාහා� ළෙප්ර�ඹවීම්ඇතිකරමින් ඉල්ලුම
නිර්ම�ණයකරයි (If potential, it stimulate the market to create a demand)
නිෂ්ප්ර�දනළෙE උසස්�ත්වය ප්රවත්ව�ළෙගැන යයි (Maintain the product excellence )
අළෙ�වීකරනකි(ය�වලිය(marketing process)
නිෂ්ප්ර�දනයකිරීම
ළෙව�ඳාළෙප්ර�� නිර්ණය
කිරීම
මිලකිරීම
ද�නුවත්කිරීම
ළෙබාද�හා�රීම
ගැ�නුම්ක ර� විමසුම
භ�ණ්ඩාහා�ළෙස්ව�
Marketing process
පුස්�ක�ලළෙE ළෙව�ඳාළෙප්ර��Market of the library
The General Market
• අප්රළෙ� ළෙස්වය ල�බියහා�කි පුළුල් ප්ර�ජ�ව(The broad community that we serve):
– ශිෂ්ය*යින්, ක�ර්යමණ්ඩාලය, ප්රර්ළෙEෂ්යකයින්(students, faculty and staff of a college or other school.)
– ප්රදි/චිකර�වන්, ව*�ප්ර�රික ප්ර�ජ�ව, ර�ජ* අ/ශළෙEනිලධා�රීන් (The residents, businesses and government offices of a town or city)
– ආය�නික ප්ර�ජ�ව(The departments, staff and management of a corporation or
other organization)
www.guardian.co.uk
Different Viewpoints
Librarian’s View User’s View
Library
Books, Videos &
More
Articles & Database
s
E-Journals
Digital Collections
Library of Congress
ReservesOther
Catalogs
Research Resource
s
Google Email/IM
Course Websites
Library WebsiteAssigned Readings
Text Books
Friends
Source: Jia Mi & Frederick Nesta Shanghai International Library Forum 2006
වෙ�ළඳවෙ��ළ සල�කානය
සමස්� ප්ර�රිළෙභ?ගික ළෙව�ඳාළෙප්ර��ටම ප්b රළෙ%ශ විය ළෙන�හා�කි බා�වින්�ම�ට ප්b
රළෙ%ශවියහා�කිකුඩා� ළෙව�ද ළෙප්ර�� ළෙක�ටස් ළෙ�?ර� ගැ�යුතුයි
It is important to know our general Community However, no library serves 100% of their available
community. A small segment of the general community
makes up the bulk of our business. Repeat customers who could- and should- become our
advocates
www.designrulz.com
• A variety of ways to find out who your core customers are: Surveys/ Questionnaires Library Database Circulation Records Important to know their basic demographics:
Age Sex Income level Children at home Education level Languages spoken at home Religion What products/ services do they want/ need Whatever else seems important for your library
අප්රළෙ� ළෙක්න්ද්රිය ගැ�නුම්කර�වන්කවුද?Core Customers: Who
අප්රළෙ� ප්ර�ඨකයින්හාට අවශ* වන්ළෙන්ළෙම�නව�ද? What our users need?
එය ළෙව�ඳාළෙප්ර�� ළෙක�ටස අනුවතීරණය ළෙ% (It depends on the segment)
ප්රර්ළෙEෂ්යණ ළෙ��රතුර� (Research information) අධා*�ප්රනය සඳාහා� මූල�ශ ්ර� (Educational
resources) විළෙන?දය සඳාහා� (Entertainment) ප්ර�ජ� ළෙ��රතුර� (Community information) ප්රර්ළෙEෂ්යණ දත්� (Raw data) පුද්ගැලික උප්රක�ර (Personal help) ජීවනකුසල�� (Life skills) මHදු ශක*�� (Soft skills) කියවීම්ශ�ල� හා� ඉඩා ප්රහාසුකම ්ර� (Space)
අළෙ�වි මිශmණය Marketing Mix
4 Ps (7Ps)Product - නිෂ්ප්ර�දනයPrice - මි�කරණයPlace - ළෙබාද�හා�රීමPromotion - ප්ර�වර්ධානය
Process - කි(ය�වලියPeople - ජන��වPhysical evidence - ළෙභnතිකස�ධාක
නිෂ්ප්ර�දනය (Product)
ප්ර�රිළෙභ?ගික අවශ*�� හා� වුවමන�වන් �Hප්තිමත් කිරිම පිණිස, ඔවුන්ළෙ�
අවධා�නය අත්ප්රත්කරගැ�නීම පිණිස, සහා භ�වි�ය පිණිස ළෙව�ඳාළෙප්ර��ට ඉදිරිප්රත්
කරනු ලබාන ඕනrම භ�ණ්ඩායක් ළෙහා? ළෙස්ව�වක් නිෂ්ප්ර�දනය ළෙලස හා�ඳින්ළෙ%.
ළෙම් අනුව ළෙභnතික වස්තූන් ළෙමන්මළෙස්ව�වන්, කි(ය�ක�රකම්, ස/විධා�න,
අදහාස් හා� ස්ථා�න යන�දිය ළෙමයට ඇතුලත් ළෙ%.
පුස්�ක�ලළෙE නිෂ්ප්ර�දනWhat can we produce
Reference Information Service Telephone Information Service Interlibrary loan SDI Story hours Programs: puppet shows, film series, tax
assistance, etc. Learner’s adviser service Information and referral Circulation of materials Lending of toys, tools, art prints, etc.
Any information resource/service user wants
Collections of materials: bestsellers, video, films, books, magazines, etc.
Access via cable television or computer Online Catalog CD-ROM database access Use of audio visual equipment/computers Books by mail Bookmobile service Study carrels Meeting rooms Reserve materials
And so on …
සන්නම්කරණයහා� ඇසුර�ම්කරණයBranding and packaging
Business companies package and brand their products for the target customer LUX soap Milk powder
Specialization to serve better than others
�ම�රඟකර�වන්ට වඩා� ළෙහා�ඳින් ප්ර�රිළෙභ?ගිකය�ට ළෙස්ව� ස�ප්රයීම සඳාහා� සුවිළෙuෂිකරණය අවශ* ළෙවයි
සන්නම්කරණයහා� ඇසුර�ම්කරණය පුස්�ක�ලයට ළෙන�හා�කිද?
Can’t libraries package and brand?
Information for kids ? Teen information? Information for house wives? New couples? Colombo information? School library news? School Highlights? Senior citizens entertainment? Project digest
උසස්�ත්වළෙE නිෂ්ප්ර�දනQuality – product specification
Library can ensure the quality නිව�රදි ළෙ��රතුර� - Accuracy of information ක�ලීන ළෙ��රතුර� - Timeliness සුහාදක�ර්ය මණ්ඩාලය - Welcoming staff ඉක්මන්හා� ප්රහාසු සූචිය - Quick easy catalogue හි�කර ළෙවL අඩාවි - Website user-friendly ය�වත්ක�ලීනකිරිම - Update ප්රහාසුහා� සරලකි(ය�වලීන් - Easy process and
procedures ආකර්ශනිය වටපිට�ව - Pleasant environment
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Collection
පුස්�ක�ලළෙE නිෂ්ප්ර�දන අ�ර ද්රව*මය නිෂ්ප්ර�දන, ළෙ��රතුර� ප්ර�ළෙ%ශන ප්රහාසුකම්
ළෙමන්ම මි�]ශීලී බාව, සුව ප්රහාසු බාව, ප්ර�ජ� හා� ජීවන�ත්වයන�/වීළෙම් විළෙන?දයආදිය
ඇතුලත් ළෙ%. A library’s products include materials, information access and
services.
But they also include friendliness, comfort, community and a wide variety of life-enhancing pleasures.
Most libraries instinctively can assign a high value to these things.
Pricing of products
Business people price their products to gain ROI. Return - Cost = profit
They use various pricing strategies
භ�ණ්ඩාහා� ළෙස්ව� ප්රරිළෙභ?ජනය කිරීමතුළින්ලබාන ප්ර�තිල�භ සඳාහා�
ළෙගැවිය යුතු වටින�කම මිල ළෙලසස�ලළෙක්.
ළෙස්ව�වක් යනුහා�මවිටම ල�භය අළෙප්ක්ෂ්ය�කරන ළෙදයක් ළෙන�වන බා�වින්
භ�ණ්ඩායකට වඩා� ළෙස්ව�වක මිල නියමකිරීම දුෂ්කර ළෙ%.
මිලගැ�නුම්කර�ට ප්ර�ධා�න ස�ධාකයක් ළෙ%.
මිලකරණය(Pricing)
පිරිව�ය ප්රදනම්කරගැත්මිලක(මය ප්ර�රිළෙභ?ගිකය� ප්රදනම්කරගැත්
මිලක(මය �රඟක�රිත්වය ප්රදනම්කරගැත්මිලක(මය
මිලකිරීළෙම්ක(ම
පුස්�ක�ලළෙස්ව� මිලක�හා�කිද?Can library services priced?
ළෙමය මූල*මය වීම අනිව�ර්යළෙන�ළෙ% (not necessarily monetary term)
ආය�නළෙE අරමුණු අනුව තීරණය ළෙ% (Depend on the
objectives of the firm)
(පිරිව�ය) Cost = capital +staff time + recurrent expenditure
(ප්ර�තිල�භ) Return= No. of services + No of users satisfied + No. of books purchased + overdue charge+ subscription fee + Deposit + Photocopy Charge + research assistance + Internet access fee + + +….
(ල�භය) Profit = Image + User loyalty + Credit from the parent organization + Increase of annual allocation + Recognition
Carnival approach? Supermarket approach
ප්ර�ඨකය�ටඇත්�ටම අවශ* වනුළෙE නිෂ්ප්ර�දනය ළෙහා? ළෙස්ව�ව ළෙන�ව ප්b
රතිල�භයි. ප්ර�ඨක�Hප්තිය යනු එයලබා�දීමයි.
When a customer buys a quarter inch drill,what they really want are quarter inch holes
– Theodore Levitt
Pamper your core customer. Remember that customers don’t really want
products or services, they want benefits. Give it to them!
පුස්�ක�ලළෙE මිල ස�ධාකLibrary
ස�ම�ජිකගැ�ස්තු - Membership fee ��න්ප්රතුගැ�ස්තු - Deposit ඡා�ය� පිටප්රත්ගැ�ස්තු - Photocopy charge ළෙල්ඛන ස�ප්රයීළෙම් ගැ�ස්තු - Document
delivery charge අන්�ර්ජ�ල ගැළෙ%ශනගැ�ස්තු - Internet
search උප්රළෙද්ශන ළෙස්ව� ගැ�ස්තු - Consultancy
fee ද�යකත්වගැ�ස්තු - Subscription fee
ළෙබාද�හා�රීමDistribution of products
ළෙකළෙස් ළෙක�හිදි කවද� ක�හාට ළෙස්ව�ව ලබා� දියයුතුද යන්න ළෙබාද�හා�රිළෙම්දි
ව�දගැත්ළෙ%. Business companies use various
channels to send away their products to the customer. They make the product available, easy to buy Retail Intermediaries Agents Direct sale
නිෂ්��දනයආයතනවෙ� සිට ��රිවෙ��ගිකාය� දක්��
වෙ නය�වෙ! ක්රි#ය��ලිය
පුස්�ක�ලළෙස්ව� ළෙබාද� හා�රීළෙම් ම�ධා*Distribution of Library products
කවුන්ටරය මගින්නිකුත්කිරිම - Counter සම්ප්රත් එකතූන් - Collection සූවිය - Catalogue ඉඩා ප්රහාසුකම් - Reading space ළෙල්ඛනබා�ගැ�කරදීම - Document delivery ජ/ගැම ළෙස්ව� - Mobile services ළෙවL පිටු - Webpage ම�ර්ගැගැ� දත්� ප්රදනම් එ�ඹුම් ප්රහාසුකම් -
Online databases සම�ජ ම�ධා* මගින් - Social media
Mobile services
The library building is the most obvious presentation of the library to the community.
A library that is shabby, overcrowded, dated, institutional or hard to use is sending the wrong message to the community.
A library that is attractive, distinctive, comfortable and easy to use is more likely to become a vital part of the community
Check for Is the library building friendly, welcoming and
barrier free? - Does the library have an inviting reading area
with comfortable furniture? - Is the library overcrowded? - Is the library making good use of the available
space? - Is the library in good repair? - Are the grounds attractive? - Is the lighting soft but strong? - Are the restrooms clean? - Is the signage large and clear? - Are the staff members genuinely friendly?
ප්ර�වර්ධානයPromotion of products
නිෂ්ප්ර�දනය ප්රමණක්ප්ර�ම�ණවත් ළෙන�ළෙ%. ප්ර�රිළෙභ?ගිකය� නිම�වුම් පිළිබාඳා ද�නුවත්
ක� යුතුයි. Business companies not only produce products
but also give publicity
Make aware of new products Promotional programmes Awaken the sleeping markets Create needs
Grab ATTENTIONExcite INTERESTCreate DESIREPrompt ACTION
අවධා�නයඋනන්දුවළෙප්ර�ඹවීමකි(ය�ත්මකවීම
AIDA approach
පුස්�ක�ලළෙE ප්ර�වර්ධානක(මHow libraries can promote
ප්ර�තිරrප්රයනිෂ්ප්ර�දනව*�ප්රHතිbuild up a positive image that will encourage customers to visit the library more often and support its activities and projects.
ඍජු��ප්රrල - Direct mail ප්ර�දර්ශන - Exhibitions ප්ර�ක�ශන - Publications ද�න්වීම් - Advertisements ළෙවL පිටු - Webpage සම�ජ ළෙවL අඩාවි - Social media ළෙත්ම� ප්ර�ඨ - Slogan නිලල�/ඡාන - Logo
බා�හිර ව�ඩාසටහාන් Outreach
ළෙද්ශන -Speaking engagements ප්ර�වHත්ති ස�කච්ඡා� - Interview shows අනුගැ��හාකත්වය - Sponsorship of
community events/activities සම්මන්�]ණ - Offsite seminars ව�ඩාමුළු - Offsite workshops කවස�ම�ජිකත්වය - Service club
membership Other club memberships Offsite delivery of library services ඉදිරිප්රත්කිරිම් - Offsite demonstrations Offsite displays
මුදල් ළෙගැව� ද�න්වීම් ප්ර�කිරිමPaid Advertising
Radio Television Outdoor billboards Newspapers
Direct Mail
Letters Newsletters Sales or product/service/ announcements
Flyers Postcards "Special customer" offers Brochures Direct response Coupons Bill stuffers Other
මුද්රි� ම�ධා*Print
Newsletters. Brochures Flyers Posters Bookmarks Handouts Other
මහාජන සම්බාන්ධා��Public Relations
News releases Articles in magazines, journals,
etc. Open houses, coffees, etc. Customer care Other
මුහුණටමුහුණOne-On-One Selling
Presentation materials Personal letters Customized proposals Telemarketing Library personnel training Other
විකුනුම් ප්ර�වර්ධානSales Promotions
Discounts Coupons "Buy one fine, get one free” Other
Adult Internet Lessons
Celebrations
Home Library Service
ම�නව සම්ප්රත්People in the library give a good
image
කි(ය�වලීන්Process and procedures satisfy
customers
Physical evidence is an inviting factor
The building itselfThe interior of any service environment is important.. Packaging. Internet/web pages. Paperwork (such as invoices, tickets and dispatch notes). Brochures. Furnishings. Signage (such as those on aircraft and vehicles). Uniforms and employee dress. Business cards. Mailboxes. Many others .
Evaluate
Do our users know that library can serve better than web resources as there is a personalized assistance?
If no, aware them Is the library reaching every one which
could use the resources available? Service available?
What resources / services do users actually want?
If not positive, revise the plan. Revise the marketing mix.
build up a positive image that will encourage customers to visit the library more often and support its activities and projects
ප්ර�ඨකය� පුස්�ක�ලය ළෙව�ආකර්ශනය ගැ�නීමටත් පුස්�ක�ලළෙEක�ර්යයන්හා�
ව*�ප්රHතීන් සඳාහා� ඔවුනළෙ� සහා�ය ලබා�ගැ�නීමත්හා�කිවන ප්රරිදි
පුස්�ක�ලළෙE ප්ර�තිරrප්රය ළෙගැ�ඩාන�ගියයුතුයි.
Thank you
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Results
Marketing Strategy Menu
අළෙලවීකරණය ස�ලසුම්කිරීම(Marketing planning)
;;aj ú.zyh - Analysis/Audit - where are we now?
wruqKq ksrAKh - Objectives - where do we want to be?
WmdhudrA. - Strategies - which way is best?
Wmlzu - Tactics - how do we get there?lzshdldrs;ajh - Implementation - Getting
there!md,kh - Control - Ensuring arrival /are we
on the right track?
ළෙව�ඳාළෙප්ර�� නිර්ණයකිරිම (Selecting the market)
ළෙව�ඳාළෙප්ර�� සමීක්ෂ්යණය ළෙව�ඳාළෙප්ර�� හිද�ස් හාඳුන� ගැ�නිම ඉලක්ක ළෙව�ඳාළෙප්ර�� ළෙ�?ර�ගැ�නීම
ළෙව�ඳාළෙප්ර�� සමීක්ෂ්යණය
o �ර්වෙ�ෂණo වෙ�! ද් ලිකා අධ්ය+යනo ��ර්ත�o වෙත�රතුර. �ද්ධ්යති
ළෙව�ඳාළෙප්ර�� හිද�ස් හාඳුන� ගැ�නිමIdentifying Marketing Gaps
ප්ර�වර්�නහා� විභවගැ�නුම්කර�වන්කවුද?
(Who are our existing / potential customers?
ඔවුනළෙ� වර්�ම�නහා� අන�ගැ� අවශ*�� කවළෙර්ද?
(What are their current / future needs?)
එම අවශ*�� ස/�Hප්�ක�හා�ක්ළෙක්ළෙකළෙස්ද?
How can we satisfy these needs?Can we offer a product/ service that the customer would value?Can we communicate with our customers?Can we deliver a competitive product or service?Why should customers buy from us?
ළෙව�ඳාළෙප්ර�� ස��කනයMarket segmentation
ළෙව�ඳාළෙප්ර�� ස��කනය ළෙහාවත් ළෙව�ඳාළෙප්ර�� ඛණ්ඩානය යනු ඉ�� පුලුල්
හා� ස/කීර්ණ ළෙව�ඳාළෙප්ර�� විවිද සම�න�� ප්රදනම්කරළෙගැන ඉලක්ක ළෙව�ඳාළෙප්ර��ක් ළෙ�?ර� ගැ�නීම සඳාහා� කුඩා� කුඩා�
ළෙක�ටස්වලට ළෙබාද� ගැ�නිමයි.s
සම�න මි�දීගැ�නීම් රට�, සම�න ප්ර�රිළෙභ?ගික අවශ*�� හා� සම�න
කණ්ඩා�යම් අනුව ළෙව�ඳාළෙප්ර�� ළෙක�ටස්වලට ළෙබාද� ද�ක්වීමයි.s
ළෙව�ඳාළෙප්ර�� ස��කනය ප්රදනම්කරගැ�හා�කිස�ධාක
• භූවෙ �ලීය �දනම (Geographical)• ජනවිද+�ත්මකා �දනම(Demographic)• මවෙන�විද+�ත්මකා�දනම(psychological)• චර්ය�ත්මකා�දනම (Behavioural)
භූවෙ �ලීය �දනම (Geographical)
වෙද්ශගුනිකා වෙ�නස්කා!, භූමිය පිහිටීමආදිය අනු�
න ර, !, �ළ�ත්, කාළ��, රට�ල් අනු� අ�ශ්Aයත�, ��රිවෙ��ගිකා රට� වෙ�නස් වෙB.
කාඳුකාර �Dවෙද්ශ�ල උනුසු!ඇඳු! H�මීය �Dවෙද්ශ�ල ���.දි න� රිකා �Dවෙද්ශ�ලක්ෂණිකාආහා�ර
ජනවිද+�ත්මකා �දනම (Demographic)
�යස ස්ත්රීM පුර.ෂ ���ය වි��හාකා අවි��හාකා බ� ආද�ය! තත්�යරැක්රිය�� අධ්ය+��න මට්ටම
මවෙන�විද+�ත්මකා �දනම (psychological
එකාමභූවෙ �ලීය �රිසරයකා වු�ද පුද් ලය�වෙS ජී�න රට��,
සම�ජ �Uතිය, ආදිය අනු� ර.චි අර.චිකා! විවිධ්ය වෙB.
��හාන සු�ඳ විලවුන් දු!�.ටි
චාර්ය�ත්මක ප්රදනම (Behavioural)
හා.සිරී! රට�, ආකාල්�, අවෙZක්ෂ�, �රිවෙ��ජනයකාරන අ�ස්ථා�� හා� ZA
රම�ණය, �ක්ෂ��තිත්�ය අනු� වෙ�ළඳවෙ��ළ වෙකා�ටස්�ලට වෙබද�
තහා.ක්රිය.වෙක්ක්
සුබ�.තු! �ත්Highland milk food
Coca cola
සිUහාල වෙබවෙහාත්
ළෙව�ඳාළෙප්ර�� ළෙ��ර�ගැ�නීම (SMART)
වෙ�ළඳවෙ��ළ සළ�කානවෙයන් අනතුර.� ඉලක්කා වෙ�ළඳවෙ��ළ වෙත�ර� ත යුතුයි.
Specific සුවිවෙශ්ෂි Measurable ම.ණිය හා.ක්රි Accessible – �DවෙBශ විය හා.ක්රි Realistic – �Dම�ණ�ත් Time bound – කා�ල සීම��කාට යටත්,
වෙ�නස්විය හා.ක්රි
ළෙව�ඳාළෙප්ර�� පිහිටුවීම (Market Positioning)
wdh;khg WÉ; WmdhudrA. f;dard .ekSfïoS my; i|yka lreKq flfrys ie,ls,a, fhduq l<hq;= fú
wdh;kh i;= iïm;a mzudKh ksIamdokfha iajNdjh ksIamdokh cSjk plzh ;=< .;lrk
wjêh fj<|fmd< iajNdjh ;rÕlrejkaf.a WmdhudrA.
;r.lrejka w;r iqúfYaISùu i|yd WmdhudrA. Ndú;h
NdKav mzfNaokh .=K;ajh, idOk uááu , l,ameje;au,
fudaia;rh
fiajd mzfNaokh w;sfrAl fiajd, Wmfoia, mqyqKqj, iúlsrSu
ldrAhuKav, mzfNaokh wdpdrYS,S , lzshdldrS , läir , ï;zYs,s
mz;srEmh mzfNaokh l< yelshs
,dxPk , ixfla; , f;audmdGBack
Why is marketing planning necessary?
• Systematic futuristic thinking by management• better co-ordination of company efforts• development of better performance standards for
control• sharpening of objectives and policies• better prepare for sudden new developments• managers have a vivid sense of participation
Objectives of the marketing plan• Acts as a roadmap• assist in management control and monitoring the
implementation of strategy• informs new participants in the plan of their role
and function• to obtain resources for implementation• to stimulate thinking and make better use of
resources
Assignment of responsibilities, tasks and timing
Awareness of problems, opportunities and threats
Essential marketing information may have been missing
if implementation is not carefully controlled by managers, the plan is worthless!
wf,ùlrK jevigyk - wka;rA.;hThe contents and structure of the marketing plan
idrdxYh (The executive summary ) wdh;kfha WmdhudrA.sl ikaorANh ;;aj ú.zyh yd b,lal fj<|fmd< (situational
analysis and target market) wf,ùlrK wruqKq (marketing objectives ) wf,ùlrK WmdhudrA. (marketing strategies) wf,ùlrK lzu (marketing tactics) ldrAh igyka iy wh jeh (schedules and budgets) uQ,H úia;rh yd md,kh(financial data and
control)
wdh;kfha WmdhudrA.sl ikaorANh
fufyjr (Mission) ixhqla; wruqKq (cooperate objectives) fj<|fmd< ;;ajh
fj<|fmd< ;;aj ú.zyh yd b,lal fj<|fmd<
wdh;kfha jHdmdrsl ïYzKh úYaf,aIKh lsrSu (portfolio analysis)
wdh;kh oekg kshe,S isák jHdmdrsl ldrAhhka
wf,ùlrK mrsirh yd ;rÕlrejka úYaf,aIKh (The Marketing Environment and Competitor Analysis)
•jHdmdrsl wdh;kfha lzshdldrs;ajhg yd meje;aug ie,lshhq;= n,mEï t,a, l< yels úúO idOlj, tl;=jls. •fuu mrsirh fjkia úu ;=,ska wdh;khg fj<|fmd< bvmzia;d ksrAudkh ùu fukau wdh;khg ;rAck ndOd we;sùu o isÿúh yelshs .
wNHka;r mrsirhndysr mrsirh
wNHka;r mrsirh
jHdmdrfha Yla;Ska yd ÿrAj,;d tys wNHka;r mrsirhhs
ksIamdokhuQ,H iïm;audkjiïm;amrAfhaIK yd ixjrAOkN+f.da,Sh msysàu
ndysr mrsirh
iemhqï lrejka w;rueoshka .kqfokqlrejka ;rÕlrejka mzjdyk iud.ï wf,úfiajd wdh;k úúO ixúOdk yd
fmdÿ ck;dj
wdh;kfha lzshdldrs;ajhg yd meje;aug n,mdk tfy;a wd;khg md,kh l< fkdyels idOl ndysr mrsirh f,i ie,fla
•ck.yk mrsirh•wdrA:sl mrsirh•ixialD;sl mrsirh•foaYmd,k /•ffk;sl mrsirh•;dlaIKsl mrsirh•iajdNdúl mrsirh
wdh;kfha mrsirh
ksIamdokh
ï,lrKh
mzjrAOkh
fnodyerSu
wdrA:sl
ixialD;sl
foaYmd,k
ffk;sl
;dlaIKsl
ck.yk
iajdNdúl
iudc
md,kh l< yels mrsirh
md,kh l< fkdyels mrsirh
;;aj úYaf,aIKh
SWOT analysis PEST analysis Five forces analysis
SWOT analysis
Yla;sh Strengths (internal)
ÿrAj,;d Weaknesses (internal)
wjia:d Opportunities (external)
;rAck threats (external)
PEST analysis
Political factors Economic factors Socio-cultural factors Technological factors
foaYmd,ksl yd ffk;sl idOl Political/legal factors
Monopolies legislation (wd{d mk;a) Environmental protection laws (mrsir
ixrlaIK kS;s) Taxation policy (nÿ kS;s) Employment laws (fiajl kS;s) Government policy (rdcH mz;sm;a;s) Legislation (kS;s rS;s ) Others?
wdrA:sl idOl Economic Factors
Inflation (WoaOukh) Employment (/lshd ;;ajh) Disposable income (WmfhdcH/
fhoshyels wdodhu) Business cycles (jHdmdr plzh) Energy availability and cost (n,Yla;s
úhou) Others?
iudc ixialD;slSociocultural factors
Demographics Distribution of income Social mobility Lifestyle changes Consumerism Levels of education Others?
;dlaIKslTechnological
New discoveries and innovations
Speed of technology transferRates of obsoletescence (l,abl=;ajk fú.h)
Internet Information technologyOthers?
Source: Adapted from M. E. Porter, Competitive Strategy, Free Press, 1980, p. 4.
Threat ofsubstitutes
Potentialentrants
Threat ofentrants
Suppliers
Bargaining power
Substitutes
Buyers
Bargaining power
COMPETITIVE RIVALRY
Five forces analysis
Five Forces Analysis: Key Questions and Implications
• What are the key forces at work in the competitive environment?
• Are there underlying forces driving competitive forces?
• Will competitive forces change?• What are the strengths and weaknesses
of competitors in relation to the competitive forces?
• Can competitive strategy influence competitive forces (eg by building barriers to entry or reducing competitive rivalry)?
mdrsfNda.sl yeisrSuBuyer Behaviour
Dominant Family Purchase (mjq,a ixia:d iajNdjh)
Demographic Factors (mqoa., idOl) The Consumer Buying Process
(mdrsfNda.sl .ekqï lzshdj,sh) Maslow’s hierarchy of needs (ueiaf,daf.a
mqoa., wjYH;dj,sh) UK socioeconomic classification scheme Types of buyer behaviour The Buying Decision Process Organisational Buyer Behaviour
Dominant Family Purchase - Cozenza 1985
PRODUCT DOMINANT DECISION
MAKER
TYPICAL DECISION
Women’s casualclothing
Wife Price, style
Vacations Syncratic (both) Whether to go, where
Men’s casual clothing Husband Type, price, style
Life insurance Husband Company, coverage
Homeowner’sinsurance
Husband Company, coverage
Household appliances Wife Style, brand, price
Demographic Factors
Age Stage in family life cycle Occupation Economic circumstances Lifestyle social influence variables
family background reference groups roles and status
The Consumer Buying Process
Marketing Inputs
Product
Price
Promotion
Place
Marketing Inputs
Product
Price
Promotion
Place
Consumer
Purchase Decisions
Product Choice
Location Choice
Brand Choice
Other Choices
Psychological Inputs
Culture
Attitude
Learning
PerceptionBased on Cohen (1991)
Maslow’s Hierarchy of Needs
Physiological fN!;sl wjYH;d
Safety wdrlaIK wjYH;d
Social iudc wjYH;d
Esteem
Self Actualisation wd;au mrsmQrAK ùfï wjYH;diudcfhka .re kïnq ,eìfï
wjYH;d
mqoa., wNsfmzarK idOl
Types of buyer behaviour
Complex buyer behaviour e.g. Intel Pentium Processor
Dissonance-reducing behaviour (brand reduces after-sales discomfort)
Habitual buying behaviour e.g. salt - little difference
variety seeking behaviour - significant brand differences e.g soap powder
The Buying Decision Process
recognition of the need e.g a new PC choice of involvement level (time and effort
justified) e.g. two week ends identification of alternatives e.g. Dell, PC
World evaluation of alternatives I.e. price, customer
service, software support, printer/scanner package
decision - choice made e.g Epsom Action e.g buy Epsom model from PC world post-purchase behaviour I.e. use, breakdowns,
etc
Organisational Buyer Behaviour
‘The decision-making process by which formal organisations establish the need
for purchased products and services, and identify, evaluate, and choose among
alternative brands and suppliers’
Kotler and Armstrong 1989
Characteristics of organisational buyer behaviour
Organisation purpose - providing library service Derived demand – curriculum, additional
reading, entertainment Concentrated purchasing – Develop the
collection Direct dealings - large purchaser of books,
journals CDs Specialist activities – processing, classification,
shelving, cataloguing Multiple purchase influences – Librarian,
principle, Library Committee- Decision making unit
wf,ùlrK WmdhudrA. ie,iqï lsrSu(marketing strategies)
fuysoS jHdmdrsl ïYzKh úYaf,aIKh lrk w;r my; i|yka kHdihka ta i|yd fhdod.; yelshs
Product Life Cycle (ksIamdok cSjk plzh) Ansoff’s product – Market Expansion
Grid Boston Consultan Group Matrix ( BCG kHdih) Bowman’s Competitive Strategy Options New Product Development (NPD)
Five stages of the PLC Product development - sales are zero,
investment costs are high Introduction - profits do not exist, heavy
expense of product introduction Growth - rapid market acceptance and
increasing profits Maturity - slowdown in sales growth.
Profits level-off. Increase outlay to compete
Decline - sales fall-off and profits drop
wekafid*a f.a ksIamdok- fj<| mzidrK rduqj
Ansoff’s product – Market Expansion Grid
fj<|fmd< w,a,d.ekSu Wmdh
udrA.hMarket penetration strategy
ksIamdok ixjrAOk Wmdh
udrA.hProduct development
strategy
fj<|fmd< ixjrAOk Wmdh udrA.hMarket development
strategy
úúOdx.SlrK Wmdh udrA.h
Diversification strategy
mj;akd ksImdokCurrent Product
kj ksImdok New Product
mj;
akd
fj<
|fm
d<
Urr
ent
Mar
ket
kj fj
<|f
md
<N
ew M
ark
et
fndiagka wdorAYlhBCG Matrix
Stars Question Marks
Ash cows Dogs
jeä
wvqjeä
wvq
fj<
|fm
d<
jrA
Ol w
kqm
d;h
Mark
et
Gro
wth
Rate
idfmalaI fj<|fmd< fldgi Relative Market Share
Source: Based on the work of Cliff Bowman. See C.Bowman and D.Faulkner. Competitive and Corporate Strategy, Irwin, 1996.
Bowman’s Strategy Clock
•1 Low price/low added value Likely to be segment specific
•2 Low price Risk of price war and low• margins/need to be cost leader
•3 Hybrid Low cost base and reinvestment in• low price and differentiation
•4 Differentiation• (a) Without price premium Perceived added value by user,• yielding market share benefits• (b) With price premium Perceived added value sufficient to• bear price premium
The Strategy Clock: Bowman’s Competitive Strategy Options
5 Focused differentiation Perceived added value to a particular segment, warranting price premium
6 Increased price/standard
Higher margins if competitors do not value follow/risk of losing market share
7 Increased price/low value
Only feasible in monopoly situation
8 Low value/standard price
Loss of market share
Marketing @ your library ®
Planning and Marketing
Marketing Planning Partnership Worksheet
Target Group
ඉලක්කාකාණ්ඩා�යම
Product නිෂ්��දනය
Outreach Activities
�+�Zතිවෙස්��
Partner Possibilities/
Benefit ��සි
Contact Person
ස!බන්ධීකාරණය
When කා�ලය
Expected Outcome
අවෙZක්ෂිත ZAරතිඵල
