Download Marketing and market access

TRAINING OF TRAINERS (TOT) FOR
UWEZO FUND MANAGEMENT
COMMITTEE
ON
MARKETING AND MARKET ACCESS
MODULE
Session Outline
1. What is marketing
2. Identify and know their customers’
needs
3. Identify the best marketing
strategies
What is marketing?
• Marketing involves satisfying the
needs or wants of customers.
• All the needs / wants of a customer
are met by either a product or a
service.
Know your customer and their needs
• A customer is a person who buys and uses your
products or services
• The central focus in marketing should always be
the customer.
• The following should be among the questions a
person should ask him/herself when attempting
to sell any products or services.
• What does he need and how can the producer meet
these needs?
• Can our products satisfy the customer’s needs?
• How do we keep these customers?
Identifying and satisfying customer’s needs
• Customers’ needs are dynamic and vary from one
customer to another.
• Customer needs can be identified through:
• Observation
• Listening to the customers- enquiries, feedback,
suggestions
• Studying the market
• Customer needs are satisfied through provision of
products or services.
• Satisfying customer needs requires continuous
familiarization with the market.
How do we keep the customers?
• “The customer is King!!!!”
• A good business person must be
ready to listen to his/her customers
and make adjustment according to
their needs.
Effective customer care involves
• Listening to your customer - Setting up a
customer care desk, open days and
questionnaires to receive enquiries, feedback
& complaints.
• Providing quality products and services Monitoring your competitors in order to learn
and borrow from their best examples
• Keeping your promise
• Giving fair prices for the products and services
Marketing Strategies
• These are the marketing activities that revolve
around the following factors commonly referred
to as the 4Ps of marketing.
1. The Product/Service
• Products are physical items that are sold to
consumers.
• Services are intangible and are offered to
customers through personal activities such as
hairdressing, transport, treatment, training etc.
• The product/service should match the customers’
needs.
Marketing strategies…(2)
2. The Price
• This is the value attached to a product/service by
customers for which they are ready for pay through
money or other forms of payment.
• You should always offer a price that is fair and
competitive.
3. The place
• This refers to the location where a customer is able
to access the product/service.
• Convenience of the customer to access the
product/service is key.
Marketing strategies…(3)
4. The Promotion
• This refers to the activities used in helping
both the existing and potential customers get
to know access a product or service.
• Examples of promotion activities include
advertising, personal selling, discounts,
seasonal offers, free samples etc.
Market Segmentation
•
A market is a place where customers are looking for products that meet their
demands and where producers sell their products that meet those demands.
•
A market segment is a group of customers that have similar characteristics: they
would buy your product for the same reasons! Sub dividing the market in various
segments or groups is called segmentation.
• Market can be segmented through:1. Demographic - are they single or heads of families, are they young or are they of
age, are male or they female.
2. Social economic – do they have a high income or low income, are they
traditionally rich or have they recently made a lot of money.
3. Geographic – are they living in towns or rural areas, in rich suburbs or in slums?
4. User frequency – do they do shopping once in a month or daily?
Note: One criteria might not be sufficient, thus the need to combine a mix of
them to define your customer.
Group Work
• Task: Illustration on the need for chairs
• Thank you for your participation
• Any questions?