市场营销的定义和实际操作课件.pptx

1、 Pathfinder-Marketing Knowledge SeminarWhy Brand?The art of marketing is largely the art of brand building.When something is not a brand,it will be probably be viewed as a commodity.Then price is what counts.Philip KolterAbout BrandBrand not only the name,icon or logo,but also inner meaning nmeaning

2、nappearancenlinkagenexpectationnexperiencenParmalat light milk.0%of fat.Now with Auto transmission.JEEP CHEROKEE 2.8 CDRAxe Effect.Look,the new Audi RS1What Is Marketing?nThe whole period from products to profit nThe bridge between enterprise and customer Enterprise ACommodity aFactoryChannelMarketE

3、nd-usersWarehouseCommodity aSales outletBrand ahomeBrand aCash flowMarketingFour P Strategiesn1.Product Strategyn2.Place Strategyn3.Price Strategyn4.Promotion StrategynPositioning(Volvo,Haagen-Dazs)nPeople(the team)Aimed at aChanging,Changeable,and Reacting Target MarketIn aChanging,Changeable,and R

4、eactingn Competitiven Economicn Technologicaln Social-Culturaln Political-Legal EnvironmentUnfortunately(?)nEvery one could comment,however,no one could meet everyones demandThe power of channel-about distributionnDistribution channel(customer)nNational distributorsLocal dealers/provincial distribut

5、orsretailersnThe end-users(customer)nThe bridge between enterprise and customersThe selling process:Prospecting and qualifyingApproachPresentationHandling objectionsClosingFollow-upButThat is your process:the customer goes through a very different process!The purchasing process:Recognition of need(t

6、angible demanding,product value)Search for alternativesEvaluation of alternativesDecisionPlace the orderExecution is as Important as PlanningnAsk how you can achieve the sales target,what necessary action do you need to takenIdentify key success factors for each promotionnInvolve regional marketing

7、executive in execution instead of giving money to channel to implement nInvolve distributors and dealers when discuss sales target and investment and actionnEnsure all along the distribution channel understand the activities,follow and do what they need to donEnsure Local Assistant and promoters und

8、erstand their rolenEnsure everything need to be in place before promotion start(stock,POS,premium,promoters etc)nAllow sufficient time for planning and preparationnMonitor and make revision as early as possible nWhen making the Action calendar,avoid Conflict with other channel partners priorities Co

9、nflict with central marketing activities Channel partners selling in too many promotion simultaneously Repetitious use of identical promotion tactics Wasteful use of promotion moneyOver promoting a brand in a short period of time and no follow up actionCritical action dates(launch date,peak sales se

10、asons)and responsibilities being missing Develop a Logical Action Calendar Action calendar should be continually updated and revised Timing of the promotion is the key factor to success Plan ahead for 2 monthsnCo-ordinate key marketing and sales activities,ask n does the channel have stock before pr

11、omotion starts,n have the salesgirl and promoter equipped with product knowledge/sales tools,n is POS/gift ready in placen are the shops/promoters/LA well informed nwhen is the critical action dates,dose it crash it any holidays or big eventsn who need to be involved(central team,distributor,dealers

12、,LA,promoters,ect.)n who responsible for what nThe reporting milestonenB 1 get 1 promotion takes at least 3 weeks for gift sourcing and delivery,POS design and printing,media bookingDevelop a Logical Action CalendarAccess against your objectivesnSales VS forecast(achievement%)nMarket share increase%

13、nNo.of channel participating,Numerical distribution%increase nPOS coverage nPromoter sell outnOut of stock reportnROI,Cost/unit soldUse of researchAwareness levelEvaluate and Learn from Your ResultDo Not Miss Operator OpportunitiesnOperator handset bundling business is uncertain but is increasingnOp

14、erators demand total product+service solution,work with key accountsnEstablish and own relationship with provincial CMCCnConstant update(product presentation/newsletter)nCapitalize on distributors relationship,get contact and informationnTest/sample phonesnProvide product+service solution nProactive

15、 to identify business opportunitiesShare Your Experience nShare your activities resources and result with other regionsnTo save preparation timenTo save cost for volume purchasenTo learn,adapt and use in your regionsnWhat can be shared:nRoadshow plan&scriptnGift/special POS sourcing nLocal PR activi

16、tiesnJoint promotion partners contact and mechanismsnPromoters training materials nSuccessful casesnComplaints and crisisnHow to sharenSend to&co-ordinate by regional MKT headnUpload report and photos in the public serverLets make it happen!n整理整顿做得好，工作效率步步高。22.11.2422.11.24Thursday,November 24,2022n

17、质量：信誉的基石。4:06:454:06:454:0611/24/2022 4:06:45 AMn质量是企业的生命，质量是企业的效益，质量是企业发展的动力，质量靠全体员工去保证。22.11.244:06:454:06Nov-2224-Nov-22n关口前移，防患未然。4:06:454:06:454:06Thursday,November 24,2022n安全生产，齐抓共管。22.11.2422.11.244:06:454:06:45November 24,2022n规划是方向,执行是保障。2022年11月24日上午4时6分22.11.2422.11.24n安全是幸福的花，全家浇灌美如画，安全多

18、下及时雨，教育少放马后炮。2022年11月24日星期四上午4时6分45秒4:06:4522.11.24n安全是根弦，一松就要悬。2022年11月上午4时6分22.11.244:06November 24,2022n落实安全规章制度强化安全防范措施。2022年11月24日星期四4时06分45秒4:06:4524 November 2022n安全是最大的节约，事故是最大的浪费。上午4时6分45秒上午4时6分4:06:4522.11.24n质量恒古不变的致胜之道。支持一鸣，就点一下。22.11.2422.11.244:064:06:454:06:45Nov-22n下道工充即顾客，上道工序为下道工序服务。2022年11月24日星期四4时06分45秒Thursday,November 24,2022n传播安全法规，普及安全知识。22.11.242022年11月24日星期四4时06分45秒22.11.24谢谢大家！谢谢大家！