Download Innovating the Future

2013 PMI Nashville Symposium
Innovating the Future
Marketing in Project Management
Durval Carvalho Avila Jacintho, PMP
PMI São Paulo - Brazil
Agenda
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The marketing and its activities
Marketing in the project management
Marketing during different phases of the project
The responsibility of the Project Manager
Participation and contribution of the Marketing area
The principal elements of marketing in a project
Case analysis
What is Marketing?
Although the word “marketing” usually
implies publicity, sales strategy, advertising,
and self-promotion, this discipline and its
activities, are present in all human systems,
whether economic, political, social, or related
to personal relationships.
Definition of “American Marketing Association”
“Marketing is the activity, set of
institutions, and processes for creating,
communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society
at large.”
Definition of Raimar Richers
“Marketing encompasses the
systematic activities carried out by a
human organization with the aim of
bringing about exchanges within its
environment, with the objective of
specific benefits”.
Activities and process of marketing
Marketing mix:
”A group of variables or tools known as the 4 P’s
and used to produce the desired response in the
target market and the creation of value”.
Product
Place
Price
Promotion
The 4 P´s of Marketing
Product
• All the elements directly related to the product and/ service as
sizing, features, production, quality, brand, design, packing,
etc.
Price
• Policies of prices and discounts
• Payment conditions
Place
• Activities to introduce the product or service to the consumer
• Channels of distribution and logistics, coverage area,
locations, inventory and transportation
Promotion
• Sales promotion, advertising, sales force
• Public relations, direct marketing, advertising channels, etc
The 4 C´s marketing by Philip Kotler
Product
Client
Communication
Promotion
Marketing
Marketing
Price
Cost
Place
Convenience
Marketing activities viewed as processes
STRATEGIC
• Segmentation and needs of the client
• Market research and analysis
• Positioning of the product/service
TACTICAL
• Planning of the 4 P´s or 4 C´s
• Definition of methods and resources
OPERATIONAL
• Execution and administration
• Monitoring and control
• Collection and analysis of results
Why use marketing in Project Management?
- New product launches
- Search for new supply sources
Projects of the
- Acquiring new markets
Marketing area
- Expansion of distribution network and publicity
channels
In the company
- New company brand
- Techniques and tools
Use of marketing
concepts in the
Project
Management
- Process
- Contribution of specialized marketing
professionals
- Applied int the conception, launch, and
management of a project
The critical view of Alan Stretton
Global Advisor
PMForum.org
“The literature of project management is
oriented more toward the traditional internal
production process and the development of
the project and its product, thereby ignoring a
marketing perspective that could guide the
project toward customer satisfaction and a
more holistic view of results.”
Marketing in the PMBOK™
4th Edition:
– Apendix D – “Needs to extend the application”
– However “embedded” into the text, we find some key
elements of marketing: “inputs,” “techniques,” and “tools”
of project management processes.
5th Edition:
– Stakeholder management was converted in the 10th area
of knowledge, with two new processes:
• “Planning the management of stakeholder”
• “ Monitoring and Control of stakeholders”
Reasons to use of marketing in a project
The competition for financial sources or project budgeting
Bob
Khera
Limited resources/relevant resources to work on the project
The need to obtain a “share of the attention” of stakeholders
 “The marketing–project relationship is a two-way path, which is
taken to achieve financial subsistence and support from
project sponsors”.
 “Put your projects in the context of the business!
See it in the context of marketing strategy and customer
relationship.
 Then, market the deliverables that are meaningful
to the business strategy”.
Michael
Thiry
Marketing in the phases of the project
• Beginning (formatting of
• Pre-project (preparation of
the project) :
- Definition of rules
- Description of influences
- Planning
ideas):
- Objectives and goals
- Needs of the clients
- Conditions of the market
Beginning of
the project
Organization
and
preparation
Lecoeuvre
Soudaine
Closing of the
project
• Creation of conditions
for future projects
(preparation of ideas):
- Lessons learned
- Reflection
- Analysis of results
Execution of
the project
tasks
• Functioning of the project
(realization):
- Exchange of information
- Follow-up
- Re-negotiation
Marketing in the phases of the Project
Marketing in the Initiation Processes
Scope
Definition
Appraisal of the needs and requests of the client;
Definition of the “product” and its characteristics for building the scope;
Assignment of
Assigment of
the Project
finance
Strategic analysis of the market
associated
with
the
“product”
of
the
project;
Manager
resources
Analysis of the impact of “environmental factors of the business” in the conception of the project;
Identification and classification of the impact or support of each of the project’s stakeholders;
of the organization’s strategy;
Strategic planning for the project,Aprroval
in line with
Identify the
the Project
Charter
Promotion and publicity for the project.
Stakeholders
Marketing in the Planning Process
Tunning of the
project scope
Schedule
defintion
Planning of
tasks and
resources
Conceive of
the
management
plan
Definition of
the project
documents
Planning with the 4 P´s / 4 C´s vision
Product/
Client
Price/
Cost
Place/
Conveniency
Promotion/
Communication
• The project , as a product, needs to bring value to the client
• The requirements for scope, HR, quality, and risks should be well defined
• The Preliminary Project Scope Statement and the WBS define this “product.”
• Adjust the budget with the resources available from the sponsors.
• Be compatible with the requirements defined in the plans for cost, time, quality
(costs of compliance, benchmarking, and background information)
• Planning of Acquisition
• The “convenience” of this “product” for the stakeholders
• Fundamental in the definitions of the plans for time and communication
• in the process of HR development and the acquisitions plan
• Definition of the communication plan
• Strategies to manage stakeholders
• Important in all phases of the project
Marketing in the Execution Process
Mobilization strategies, motivation, and rewards for the project team.
Distribution of information to the stakeholders, making use of the policies,
tools, and resources in the organization.
Management of stakeholders’ expectations, using experience and the best
marketing practices, especially in projects with a large impact to them.
Making use of experts in the area with ”specialized knowledge” in orientation for
the execution, administration of changes, and general integration of the project.
Marketing in Monitoring and Control Processes
• The marketing has a more
limited role in this process,
Accompany the
project
provided that the project
develops according to plan and
progress
without major changes in scope.
Report
the
• However,Administrate
the techniques and tools of
marketing
are relevant
the contracts
performance
to the team and to the PM in the administration of deviations
from the project’s plan and occurrence of risk events that
cannot be eliminated or reduced.
• These situations may require marketing support for specific
Change
Monitor and
Managementand communication.
control the risk
actions of correction
Marketing in the Closing Processes
Analyzing the lessons learned from the project and their impact on
environmental factors within the business, which could, depending
on the project, influence culture, conditions, and positioning in the
market and may also influence the organization’s strategic planning;
Associating the product of the project, when successful, and its
positive results with the internal and external images of the
organization;
Analyzing the contributions of the project as background information
and a tool in the creation of conditions for future projects.
Marketing elements and players in the project
The role of the Project Managers:
– Promotion of the project
– To carry out the marketing of the project and advertise its
impact within the organization
Tips for the
PM´s
“Time is
money”
Slogan and
Logo
Focus in the
good news
• Dont´waste the
time of the
Stakeholders
• Create a brand
and identity for
your project
• Highlight the
positive results,
specially with
the team
Bob
Khera
Marketing elements and players in the project
The contribution of the Marketing department:
– Use the Marketing Area in the project as it is done with the
others (HR, Finance, Procurement, etc.)
– Its participation is essential in projects that require:
Strategy
• Detailed market analize
• Development of a new
product or service on
the market
Comunication
• Management of the
stakeholders
• Promotion of the project
• A “spokesperson” for
external communication
Distribution
• Development of
distribution channels
for products and
services
The main elements of Marketing in the project
ELEMENT
PROCESS
O
Analysis of the
market
Sale of the
project
Communication
S
T
O
- Initiation
-Planning
- Initiation
- Planning
S
T
S
O
PROJECT
PHASE
T
- Planning
- Execution
- Monitoring and
control
- Closing
Strategic
OBJECTIVES
-Selection of the project
-Making a decision
-Details of scope
PERSON
RESPONSIBLE
- PMO
- Company board
- Sponsor
- Project Manager
- Guarantee resources
- Gain support from
stakeholders
- Maintain the project
- PMO
- Project manager
- Distribute
information
- Guarantee support
- Publish results
- Project manager
- Project team
Tactical
Operational
Analysis of the use of marketing in projects
• “The use of marketing in project management is positive, but
this activity can not be more important than the project itself. “
• "More than marketing as" promotion ", the PM is responsible
for overseeing all activities in the project, ensuring above all
that marketing is used in the project as a tool to support the
achievement of their goals.
• “Case analyzes of the use of marketing in projects
– Campaign for Rio de Janeiro to host the 2016 Olympic Games
Rio de Janeiro to host the 2016 Olympics Games
• Executed by the Brazilian Olympic Committee (COB)
• Marketing was the main strategy:
–
–
–
–
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Hiring of international specialist in several areas
Involvement of +500 people, 2048 hours of tests
Production of 200 hours of video, four opinion polls
Visit to 50 countries
10 presentations to members of the IOC members
Budget of R$ 100 M (63% with public investment)
Decision announced in October 2nd 2009, in Copenhagen
Vídeo-Rio 2016
Rio de Janeiro to host the 2016 Olympics Games
Conclusion
• In recent years, we have seen a growing concern for the nontechnical aspects in project management:
- stakeholder management
- motivation and integration in the project team
- project manager communication skills
- associated with the strategic vision of the business
• The marketing has been acquiring importance in the
community of project management.
• The Marketing in the project has been added in the PMBOK™
in the new Knowledge area "Stakeholders Management“.
Conclusion
So, let´s use marketing
in your projects!
Contacts
Thank you
Durval Carvalho Avila Jacintho
[email protected]