Download marketing - Age Concern

Age Concern
York & Humber Regional Meeting
31st March 2009
Age Concern
Today’s Presentation
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Introduction to Marketing principles
How Marketing will assist Age Concerns
Marketing tools
Supporting resources
Age Concern
What is Marketing all about?
Marketing is not just about providing products or
services to the entire market, but essentially about
providing changing benefits to the changing needs
and demands of the most receptive group.
Age Concern
Marketing Activities
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Research
Planning (Strategic/Tactical)
Consumer Feedback
Promotional Activities
Competitor Analysis
Situation Analysis
Age Concern
Adapting to change
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The Personalisation Agenda
Increasing numbers of older people
Competitive tendering
Identifying potential target audiences
Age Concern
The Personalisation Agenda
Marketing will:
• help to provide tailored services
• support provision of services to consumer market
• identify new and alternative audiences
• analyse and review competitor activities
• improve communications
Age Concern
How Marketing makes a difference?
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Demonstrates effectiveness
Allocates resources
Improves customer satisfaction
Identifies gaps in the market
Improves grant/tender application skills
Supports decision making
Informs organisational direction
Raises awareness
Influences decisions / perceptions of service
users
Age Concern
The Marketing Plan
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Tool to consolidate objectives coherently
Makes planning process easily accessible
Allocates resources and activities
Transparency of campaign activity
Specifies project objectives
Manages and controls budget
Process applicable to long and short term planning
Allows for contingency planning and adaptation
Age Concern
The Marketing Plan: ECSOSTAC
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Executive summary
Corporate objectives
Situation analysis – reviews current state
Objectives (marketing) - organisational goals
Strategy - provides a "big picture" plan
Tactics - breaks strategy down into greater detail
Action - implementation action plan
Controls – tools to track progression
Age Concern
Which Marketing Tools To Use?
• Competitor Analysis
• Appropriate Marketing Strategy
• Communications (Marketing Mix)
Age Concern
Competitor Analysis
Researching rival organisations operating
within the same market to support future
planning and gain competitive advantage.
Age Concern
Competitor Analysis
• Competitor Profiling
• Key Industry Success Factors
• Segments Served
• Promotional Activities
• Customer Feedback / Perception
• Media Scanning
Age Concern
Marketing Strategy
Concentrating limited resources on the greatest
opportunities to increase sales and achieve a
sustainable competitive advantage
Age Concern
Marketing Strategies
• Market penetration is the growth strategy
where the business focuses on selling existing
products into existing markets.
• Market development is the growth strategy
where the business seeks to sell its existing
products into new markets.
Age Concern
Marketing Strategies
• Product development is the growth strategy
where a business aims to introduce new
products into existing markets.
• Diversification is the growth strategy where a
business markets new products in new markets.
Age Concern
Segmentation, Targeting & Positioning
• Segmentation
Divides heterogeneous markets into smaller
segments that can be reached more efficiently
and effectively with products and services that
match their unique needs.
Age Concern
Segmentation, Targeting & Positioning
• Targeting:
Assessing the attractiveness of the range of
potential target segments in terms of commercial
viability and evaluate the most effective
coordinated marketing mix to communicate with
them.
Age Concern
Segmentation, Targeting & Positioning
• Positioning
Based around how your customer perceives your
organisation - Designing an offer so that it
occupies a distinct and valued place in the minds
of the target audience.
Age Concern
Resources available
Acknowledge
Pages dedicated to marketing and business
development are forthcoming – all will be advised in
due course when these go live.
Age Concern
Resources available
Day Services Toolkit
Accessible in hard copy and on Acknowledge.
Frequent updates and additional materials can be
printed as necessary
Age Concern
Resources available
Hazel Austin
Marketing Adviser
Tel: 020 8762 7275
Mob: 07554 437 102
Email: [email protected]