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Factors impacting Marketing Strategies Luis Alberto Gamarra Executive Director Karl Schmack Executive Director Ely Torresin President Brazilian BNC Association Cali, Colombia July, 2010 What is there to share? CONTENT • Introducing you to Marketing Strategy • Developing a Marketing Strategy • Implementing a Marketing Department at your BNC • Presenting succesfull Marketing cases 3 What is a Marketing Strategy? “A marketing Strategy is a process shaped by your overall business goals, which summarizes your institution’s services and position, designed to achieve a sustainable and unique competitive advantage over your competition, in order to satisfy customers needs” HIEBING, R. y COOPER, S. 7 Developing Marketing Strategies Generic Strategies Target Market Positioning strategies Market segmentation Targeting Why would I buy from you? Growth Strategies Act of evaluating, selecting and Act of subdividing a market Michael Porter A Positioning Strategy results in the image you want to draw in the mind ofDifferentiation: your customers, the picture you concentrating on and those segments Positioning is the result ofmarket differentiation decisions ANSOFF MATRIX into distinct andwhat meaningful want him/her to visualize of you you offer, in relation to the situation, any competition you Dominance Strategies that the organization can serve most subsets whoperforming might merit Strategic positioning means different Is the act of designing a set of meaningful may have" from rivals’ or performing similar differences to distinguish the company's offering effectively activities Strategies for the leader separate social marketing Marketing Mix Strategies: 7 Positioning Ps’ Strategies Low cost (operation) activities different ways competitor'sofferings efforts Strategies forinthe challenger Target from audience - group at price whom the Low (massive) Strategies for Attribute the follower organization specifically aims its positioning (Highlights attributes of product) Strategies for the nicher social marketing efforts Differentiation Trustworthy PRODUCTBenefit positioning PRICE (Highlight benefits to customer) (Innovation & Experienced Customer needs Cost to the user Technology) USproduct related as best for application) Use/application positioning (Claims People living in the city of Santa Cruz, TARGET Geographic Certificate validity Demographic between the agesofofuser) 15 to 25, User positioning (Claims product best for group MARKET Most recommended Psicographic belonging to a middle to upper class, Social Relations Competitor positioning (Claims productlooking better competitor) Behavioralistic to than improve their lives PROMOTION PLACE and technology. Quality/price positioningCaptura (ClaimsConsulting bestinto value for price) Communication Convenience study. Service Marketing Mix: 7 Ps’ Product or Services: Detail all the features, functions and attributes to meet the customers' needs. Differentiate your product with design, features, packaging, warranties, etc. PRODUCT PRICE Customer needs Cost to the user TARGET MARKET PLACE PROMOTION Convenience Communication P2P 25% Newspaper 25% e-MKT 15% Facebook, etc TV 10% Price: • Competitive pricing • Cost - oriented strategy • Value pricing Modern Place:How toMethodology reach the customer? High Quality Teachers Looking location and where a service at Convenience Schedules is delivered. Institutional Prestige Infrastructure & Technology Promotion: Extra-curricular activities The function of promotion is to affect US related the customer behavior in order to close Trustworthy a sale: • 5 elements: advertisement, public relations, sales promotions, direct marketing and personal selling Service Marketing Mix: 7 Ps’ People: An essential ingredient to any service provision is the use of appropriate staff and people, if you want to obtain a form of competitive advantage. Happy, skilled and motivated staff make happy customers! Process: The processes involved in delivering your products and services to the customer have an impact on the way in which your customers perceive you Physical evidence: Physical evidence is a term used to describe the type of image that your business portrays through its physical presence, namely its premises, the appearance of its staff, its vehicles, etc. Factors impacting Marketing Strategies Generic Strategies Target Market Positioning strategies Growth Strategies Dominance Strategies Marketing Mix Strategies: 7 Ps’ Implementing a Marketing Department at your BNC Karl Schmack Executive Director Cali, Colombia July, 2010 DO YOU HAVE a MARKETING DEPARTMENT in YOUR BNC ?? Why have a Marketing Dept ? • • • • To develop and implement your business strategy To understand the needs of your target audience To develop new business opportunities To implement your communication and promotional strategy • To drive Sales • To enhance your brand equity and strengthen your competitive advantage Basic Structure of a Marketing Dept. INTERNAL STRUCTURE • Business Strategy • Brand Equity • Sales Marketing Director Brand Manager Sales Team EXTERNAL STRUCTURE • Consumer Research • Communication Strategy • Publicity Research Agency Advertising Agency Public Relations Agency CCCN Marketing Dept. 2005 Marketing Director Ad Agency Ad Min PR Agency Assistant Commercial Advisor Marketing Assistant Research Agency CCCN Marketing Dept. 2009 Marketing Director Ad Min Assistant Institutional Communications Communicatio n Assistant Extension sites Coordinator Sales Supervisor Certification Manager Commercial Advisor SP Comercial Advisor La Sabana Comercial Advisor Cartago Comercial Advisor Alajuela Certification Assistant Ad Agency Research Agency Marketing Director Manages Advertising, P.R Web & Web 2.0 Ad Min Assistant Product Leader (Adulto Tradicional) Product Leader (AdultoTecnología) Product Leader (JovenUniversitario) TEAM 1 TEAM 2 TEAM 3 • Curricular Development • Finance • Student Services • Curricular Development • Finance • Student Services • Curricular Development • Finance • Student Services Ad Agency Research Agency Institutional Communications Comm. Assistant Sales Supervisor Commercial Advisor East Commercial Advisor West Commercial Advisor A/H Sector Specific Commercial Advisors Commercial Advisor Government Commercial Advisor Education Extension Coordinator Product Leader´s Portfolio Product Leader (Adulto Tradicional) English Now Advanced Program Español Biblioteca Mark Twain CCCN Jobs y Bolsa de Empleo en Línea Parauniversitario Product Leader (Adulto Tecnología) Speak Plus ESP (Language Skills, Tourism, etc) TOEIC, TOEFL y otras pruebas IT Training Center y Laboratorios Multimedia Net Library Product Leader (JóvenesUniversitarios) Teens Xtreme, First Steps, Traveling & Learning Charlas y Cursos de USE Education USA • Strategy Development • Analysis of Information Product Leader Academic and Finance • Support in the analysis and development process • Executes Sales Strategy Sales Service Platform • Customer Service • Provide the Service Academic and Student Sevices Final Recomendations • Develop the organisational structure that is right for you • Start one step at a time • Develop your organisation over time • Define clear objectives and job descriptions for each function • Analize which functions you want to out-source or in-source Successful Marketing Cases Ely Torresin President Brazilian BNC Association Cali, Colombia July, 2010 Successful Brazilian Marketing Cases Case 1 Franca - SP CCBEU KIDS Definition: A marketing approach totally focused on A young audience – KIDS. Differentials: • • • • Recreated brand; Relevant facilities; Specialized team; Age focused. CCBEU KIDS CCBEU CCBEU KIDS Front Desk CCBEU KIDS CCBEU KIDS Classroom CCBEU KIDS Classroom CCBEU KIDS Results obtained: Growth of 240% in the age group within 2 years of project. • 2008 – 70 students (7-10 y/o) • 2010 - 170 students (3 – 9 y/o) Successful Brazilian Marketing Cases Case 2 English Express Goiânia - GO ENGLISH EXPRESS Definition: An aggressive marketing approach totally focused on ADULTS. Differentials: • • • • Adults only (18+); Faster results; Flexible schedule; Flexible Chronogram; ENGLISH EXPRESS Marketing Differentials: • • • • • Aggressive pro-active approach; Telemarketing; Off-site visits; “On-demand” groups; Specific software. ENGLISH EXPRESS Results obtained: • Growth of 80% in the total number of students; • Better cost / benefit of facility’s usage (more classes); • Greater cash flow (enrollments every month). Successful Brazilian Marketing Cases Case 3 CTJ IN SCHOOL Casa Thomas Jefferson Brasília DF CTJ in School Definition: Provide CTJ English courses in Elementary & Secondary Private Schools. Marketing Approach: • Establish a CTJ Unit within partner’s facilities; • Offer same programs - Identical Curriculum; • Same Teachers. Advantages: CTJ in School To parents: • Same safe environment; • Less transportation costs; • Recognized English Teaching quality; To Partners: • 8% of total revenue • Association to a Recognized & Valued Brand To CTJ • More revenue; • Improved brand value; • More market opportunities; • Great possibilities of growth without the demand of new facilities CTJ in School Advantages: To CTJ • Increased number of students & revenue; • Improved brand value; • More market opportunities; • Great possibilities of growth without investment in new facilities CTJ in School Results obtained: • Growth of 3.200 students (21% of total revenue) without investments in infrastructure. Thank You