strategic marketing ebma 3715 unit 5 and 8 (chapter 5 & 8)
TRANSCRIPT
FEEDBACK
What BASES OF
SEGMENTATION have
been used?
DEMOGRAPHIC- GENDER
DEMOGRAPHIC-AGE
DEMOGRAPHIC-EDUCATION
PSYCHOGRAPHIC- LIFESTYLE
Gradual
Radical
Innovative
Zero
REPOSITIONING STRATEGIES
Marketing Research & Information ManagementCHAPTER 5
Where is
the link?
Accurate (valid) information
Timely information
Adequate information
Availability of information (accessibility)
Relevance information
RESEARCH
PROBLEM:Social Stigma attached to gum
chewing
Presented By: Bruno Schwalbach
Outliers & Co
AgendaAgenda
Background
Business Model
Economics
Growth Strategy
Required Input
Q & A
Agenda
Background
Business Model
Economics
Growth Strategy
Required Input
Q & A
Background
• About Me
• Why Outliers & Co.
• Business Philosophy
Agenda
Background
Business Model
Economics
Growth Strategy
Required Input
Q & A
Business Model
• Vision
• Target Market
• Pricing
• Products
Agenda
Background
Business Model
Economics
Growth Strategy
Required Input
Q & A
Economics
54%
13%
33%
February SalesFrozen Yoghurt Hot Drinks Frosted Drinks
Agenda
Background
Business Model
Economics
Growth Strategy
Required Input
Q & A
Growth Strategy: UFS Location
• UFS Location– Seating Area– App– Food
• Marketing– Social
Growth Strategy: Future Stores
• Fast Healthy Food
• Build Your Own
• Pay Per Ingredient
Agenda
Background
Business Model
Economics
Growth Strategy
Required Input
Q & A
Required Input
• UFS Store: HOW CAN I ADD MORE VALUE TO YOU– Pricing– New Line Items– Overall Experience
• Future Stores: WHAT DOES YOUR RESEARCH SAY– Business Model:
• Build Your Own and Pay Per Ingredient and applicability– Branding: Health Shack vs Outliers & Co.
Agenda
Background
Business Model
Economics
Growth Strategy
Required Input
Q & A
Pricing DecisionsCHAPTER 8
IS PRICING
IMPORTANT
MOST FLEXIBLE
MARKETING MIX
VARIABLE
KNOW THE BASICS… (PG. 254)
Seller’s investment in the product sold.
Cost
What a buyer pays for a product or service.
Price
EVER-CHANGING COSTS
=
EVER-CHANGING PRICES
FACTORS THAT INFLUENCE PRICING (pg. 262)INTERNAL FACTORS EXTERNAL FACTORS
- Marketing goals- Organisational costs- Other decisions an organisation
makes
- The nature of market demand- Consumer behaviour- Competition- Supplier activities- Authority and government
activities- Economic conditions
ESTABLISH PRICING OBJECTIVES- Profit objectives- Sales-volume objectives- -Other pricing objectives
DETERMINE THE BASIC PRICE- Cost-orientated methods- Customer(value)- orientated
methods
- Competition-orientated methods- The price level
PRICE ADJUSTMENTS- Discounts according to
geographic location- Product Mix
- Initiating and responding to price changes
- Negotiating the final priceTHE FINAL PRICE OF THE PRODUCT
Consumer Behaviour
Authority and government activities
Competition
FACTORS THAT INFLUENCE PRICING (pg. 262)INTERNAL FACTORS EXTERNAL FACTORS
- Marketing goals- Organisational costs- Other decisions an organisation
makes
- The nature of market demand- Consumer behaviour- Competition- Supplier activities- Authority and government
activities- Economic conditions
ESTABLISH PRICING OBJECTIVES- Profit objectives- Sales-volume objectives- -Other pricing objectives
DETERMINE THE BASIC PRICE- Cost-orientated methods- Customer(value)- orientated
methods
- Competition-orientated methods
- The price levelPRICE ADJUSTMENTS
- Discounts according to geographic location
- Product Mix
- Initiating and responding to price changes
- Negotiating the final priceTHE FINAL PRICE OF THE PRODUCT
PRICING STRATEGIES BASED ON COST:
Cost-plus
Mark-up Pricing
Target Pricing
Break-even
Analysis
PRICING STRATEGIES BASED ON VALUE:
Demand-
minus Pricing
Chain-mark-
up Pricing
Price Discriminat
ion
PRICING STRATEGIES BASED ON COMPETITION:
Going-rate Pricin
g
Leadership
Pricing
Competitive
Bidding
BASIC
DYNAMIC
ADVANCED
Date Day # Unit Topic Activity Preparation04-Feb Wed 1 1 & 2 Introduction to Strategic Marketing Thakaneng bridge Chapter 106-Feb Fri 2 2 Marketing Environment Poster making Chapter 211-Feb Wed 3 3 Consumer behaviour Marketing campaign Chapter 313-Feb Fri 4 4 Segmentation, Targeting and Positioning Chapter 418-Feb Wed 5 4 Segmentation, Targeting and Positioning TV Show Chapter 420-Feb Fri 6 5 Marketing Research Outliers Chapter 525-Feb Wed Test 1: 11:00-13:00 on Unit 1-527-Feb Fri 7 6&7 Product and Branding decisions Flipped Classroom Chapter 6 & 727-Feb Fri TATA information session via video conferencing with TATA’s manager04-Mar Wed 8 6&7 Product and Branding decisions Chapter 6 & 706-Mar Fri 9 8 Pricing decisions OUTLIERS PRESENTATION Chapter 811-Mar Wed 10 10&11 Marketing Communication Marketing Communication tools Chapter 10 &1113-Mar Fri 11 10&11 Marketing Communication QR codes Chapter 10 &1218-Mar Wed 12 9 Distribution 20-Mar Fri 13 6-10 Revision of Unit 6-10 Kefir
20 March-30 March: Holiday01-Apr Wed 14 Preparation for TATA presentations03-Apr Fri Good Friday08-Apr Wed Test 2: 11:00-13:00 on Unit 6-1110-Apr Fri 15 12 Customer value and retention Chapter 1215-Apr Wed 16 13 People, processes and physical evidence Chapter 1317-Apr Fri 17 14&15 Marketing plan and metrics Envision Chapter 14 & 1522-Apr Wed 18 15 Marketing metrics Chapter 1524-Apr Fri 19 16 International Marketing Chapter 1629-Apr Wed 20 Preparation for TATA presentations01-May Fri Workersday05-May Tues Alternative test: 10:00-12:00 on Unit 1-11
4 May- 8 May Mon-Fri TATA PRESENTATIONS13-May Wed 23 17 &18 Emerging countries & B2B Chapter 17 & 1915-May Fri 24 ALL Revision for exam ALL