Professional Documents
Culture Documents
Todays Drucker
The purpose of a business is to create and keep a customer.
Sales (Revenue):
Money
received for selling product or service Source of funds for business operations Basis for business existence
Suppliers
___ Company
Channel
Customers
Substitutes
Collaborators th / 5 C
4
Customers
Who are your customers (or target customers)? How many potential customers are there? What are their characteristics?
Age, sex, wealth, education, hobbies, work, is it one person? What are their goals, desires, needs, wants? What do they think about? Where do they get information? Who influences them? What is important to decide (price, features) When do they buy (seasonal products, bonus season) When do they pay? Broad market = U.S. Market, Software Market Narrow market segment = left-handed golfers
5
Marketing Universe
Location (U.S.,Japan, ) Gender (male, female) Age (<21, 21-35, >70, ) Activity (ski, golf, travel) Preference ( New application for a keitai New application for a tree
Takako Tanaka
Wealthy, Single, Women
Classy
Zoom
Safe
American
Car
Single Women
Wealthy, Single, Men
O
O
O O O O
O O O O O O O O O O
1 500 ~ 10-20,000
Large Businesses Medium Businesses Small Businesses >1 person 1-person companies
NBC1 2008, (c) 2008Jay A. Smith
9 million
10 million total
Product
Uniqlo Starbucks
Intel
Bloomberg
Service
eBay Secom
Consumer Market
NBC1 2008, (c) 2008Jay A. Smith
Business/Industrial Market
9
COMPANY
Money
Customers
Product/Service
COMPANY
User
Money
Other Service
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Sponsor
NBC1 2008, (c) 2008Jay A. Smith
Sales/Buying Cycle
Awareness => Interest => Trial =>Purchase => Repurchase Hear About This Exists Curious Educate Try Test Buy Use it Keep Using KeepBuying
Industry/Market Life-Cycle
SALES
Emerging
NBC1 2008, (c) 2008Jay A. Smith
Growing TIME
Maturing
Declining
12
Main Market
Late Majority
Laggards
Examples- Internet
NBC1 2008, (c) 2008Jay A. Smith
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Product
Physical/tangible alarm, software, newspaper, coffee Intangible security, insurance, information, experience What does it do? How is it used?
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Price Issues
How much value does it have to customer? (ceiling) How many can I sell at each price?
How
many customers are there? How much competition is there? Is it easy to compare with other prices? How much better is my product?
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Price to Channel
Cost
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Promotion
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Advertising
Motorola: 13 Wall Street Journal Ads Intel: 6% rebate = 4% up to 66% of Print, 2% up to 50% of TV/radio
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Visual Aids
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Humor in Advertising
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Packaging Functionality
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Overweight, Athletic, Beer-Drinking Men Overweight Athletic Men Overweight Men Men People
NBC1 2008, (c) 2008Jay A. Smith
Women buy or influence the purchase of nearly all consumer products and an increasingly high percentage of business related products
Next Class 5 27
27
Group project 1-2 people Pick product/service from Kagoshima or home region/country Pick a target market Develop company sales/marketing/branding promotion 5/ 27 presentation (powerpoint, poster, or other)
Presentation:
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Mercedes Benz, BMW Fendi, Versace Victorinox Rolex, Omega Seiko, Casio Elvis Presley Gekkeikan, Kikkoman Glenlivet, Chivas Regal Jack Daniels Jamieson
German Car Italian Clothing Swiss Knife Swiss Watch Japanese Watch American Rock & Roll Japanese Sake, Soy Sauce Scotch Whisky Tennessee Whiskey Irish Whiskey
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+ Alcohol as Product
Easy to label, package Niche-ability Easy trial Consumable Addictive Social pressure Advertising Costs Channel Strength Social pressure
Challenges
30
Product/service: Company/brand: Customer target & size: Promotion message: Place: Channel: Competition: Price: Collaborators:
+ ADVERTISEMENT Sample
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Promotion Project
Product/service: Company/brand: Customer target/size: Promotion message: Place: Channel: Competition: Price: Collaborators:
Kagoshima fresh tonkatsu Big Pig Ka-ton Japanese tourist hotels (200?) Japans juiciest tonkatsu Trade fair, magazine, site visits Direct (sales force) Kumamoto Ton, Nissin Slight premium Kagoshima pig farmers
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TM
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Suggested Readings
Books
by E. by E. , by by by by
Video
WWW
Entrepreneur.com
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Class 4:
Marketing Presentations
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Product/service: Company/brand: Customer target & size: Promotion message: Place: Channel: Competition: Price: Collaborators:
+ ADVERTISEMENT Sample
37
38
39
Advertisement Discussion
Product/Service Target Market Medium Value Proposition Message Buying Cycle
40
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