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Marketing Director – Job Role
The importance of your role in the Company
You will be responsible for formulating, recommending and implementing the Company’s
Marketing strategy and plan. You will set your marketing objectives, carry out research, formulate
the Product, Price, Place and Promotion Strategy, manage and constantly monitor its
implementation.
Your responsibilities also include doing everything you can to ensure that the Company retains
“delighted customers”. Pay special attention to how well your Company is achieving “customer
delight” when you review your progress.
Work with ICT to exploit the new technology available to you when marketing your Company and
your products. You should think about using ICT to generate promotional materials such as
posters. You should also think about working with ICT to create your Company’s own promotional
web site.
Some skills you will need to develop
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Drawing up questionnaires: you need to design questionnaires which will provide the most
useful information in the shortest time. Most people do not like long questionnaires.
Analytical ability: to use information to develop a marketing plan, forecast sales and pass
on relevant information to other departments.
Creative flair: to spot opportunities, develop ideas and strategies and use materials
creatively.
You must also be enthusiastic, have a positive approach, be a good communicator and
have the will to win!
It is important for you and your colleagues to share a vision for your Company.
You will develop a Mission Statement, which summarises this shared vision. For tips on how to put
together a statement download the guide from the document section of the Company Programme
website www.cocy.im
You will also develop clear objectives against at least five key criteria:
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Customer satisfaction
Use of resources
The Environment
Profitability
Quality
Your aim will be to run your Company innovatively, coming up with new ways in which to overcome
problems and continuously improve your Company.
©Junior Achievement Isle of Man
Good marketing is the key to the success of your Company!
The marketing department is responsible for making sure that customers buy products or services
from your Company. Customers will only buy your product if it will help them:
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do something that they can’t do now
do something better than they can do it now
do something more quickly than they can do it now
do something more easily than they can do it now
do something more cost effectively than they can do it now
get a better return on investment than they do now
help them feel or look different or better than they do now
These are “customer needs”.
The marketing department is also responsible for making sure that your Company will make a
profit from selling products and services to your customers. You will only make a profit if your
customers buy your product at a price that will give you a profit after all your costs have been taken
into consideration.
How does marketing do this?
Research:
You will need to know about your potential customers! Who are they? Where are they?
Why do they need to buy? What are their “customer needs”? You will also need to know the size
and value of your potential market.
Strategy:
There are four key elements to any Marketing Strategy known as the “marketing mix” or the “4P’s
of marketing”.
Product (or service): Your product must meet the needs of your customers identified in your
market research i.e. function, style, image, colour, packaging.
Price: Your price must be one that customers see as good value and that gives you the best profit.
It should also reflect the image of your product or service (quality image = high price; bargain
basement image = low price).
Place: How and where you make your product or service available to your customers. You should
make it easy to buy from you.
Promotion: Only when you have got the Product, Price and Place right should you then promote
your product or service and how customers can buy it.
©Junior Achievement Isle of Man
Marketing
Things you need to do
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Target: Decide who are the most likely people to buy your proposed product or service.
Desk research (Secondary research): Find out if there is any published information about
your target group that will help you develop your marketing strategy.
Field research (Primary research): Design a questionnaire and use it to find out the things
you need to know about your customer needs. What do customers want under the 4Ps
(Product, Price, Place, Promotion)?
SWOT analysis
From the research that you have carried out identify your Company’s strengths and weaknesses in
producing and marketing your proposed product/service. Identify what opportunities are open to
you and what threats you see.
Strengths: What are you good at and what will you be able to do well?
Weaknesses: What are you not so good at and where might problems occur?
Opportunities: What opportunities are open to your business?
Threats: What might go wrong if you are not careful?
Marketing strategy
As a result of your research and your SWOT analysis you should now write your strategy and
present it to the rest of the Company for agreement.
Product: A detailed description of your product showing how it meets customer needs. Include
design, function, image, packaging requirements, quality and environmental impact.
Price: Your prices and how you arrived at that figure. Terms of business (how and when you
expect them to pay).
Place: How and where you are going to make your product available.
Promotion: Where and how you are going to promote your product or service. Wherever you
can use free or cost effective publicity. ie: free publicity such as local press and radio, school
events and notice boards as well as cost effective publicity such as posters and leaflets or a
website.
You must regularly review your marketing strategy.
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Is the product right?
Is the price right?
Are your products reaching your customers effectively?
Are your promotional strategies working?
Could any of the above be improved?
©Junior Achievement Isle of Man