Download ITEC0722: Mobile Business and Implementation

ITEC0722: Mobile Business and
Implementation: Mobile Marketing
Suronapee Phoomvuthisarn, Ph.D.
[email protected]
Mobile Marketing
• What is “Marketing “?
– Def: กิจกรรมส่งเสริมการขายเพื่อให้ ยอดขายดีขึ ้น
– Aim: to know and understand the customer so well the product or
service fits him and sells itself. The aim of marketing is to make selling
superfluous.
– Compared to selling (การขาย)?
Drucker, P.
• Selling focuses on the needs of the seller, marketing on the needs of the buyer.
[1}
• Mobile marketing is ..
– Def: marketing on or with a mobile device, such as a smart phone.
Mobile marketing can provide customers with time and location
sensitive, personalized information that promotes goods, services and
ideas.
Characteristic of Mobile Devices
• Mobile devices are always turned on
• Mobile devices are always carried by
consumers
• Mobile devices are personal and rarely shared
with another person
Benefits of Marketing on Mobile Devices
• Reaching new audiences (total sales increased)
• Direct marketing messages.!!!!
• Easy tracking the effectiveness of mobile
marketing campaigns
• Inexpensive content.
Marketing Plan
Strategic Planning
Tactical &
Operational
Planning
Marketing Plan Versus Business Plan
• Both plans (if separated) generally encompass:
– Executive Summary
– Company Profile (Overview) – corporate goals, etc.
– Other topics, depending on the focus of the
company and the plan..
• However, a marketing plan also includes
comprehensive details about Market Analysis
and Marketing Strategy
Preparing a Marketing Plan
• Market Analysis
– Market Situation Audit
– Marketing Research
– Competitive Analysis
• Market Strategy
– Marketing Objective
– Marketing Strategy
– Marketing Goal
– Marketing Activity
Market Analysis
• The following are some of the areas to be investigated or questions
to be asked in the market analysis as suggested by Drucker.
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–
–
–
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Who buys?
Who is the non-customer? Why does he not buy our products?
What share of the customer’s total spending?
Where is it bought?
What is it being bought for?
What does the customer buy altogether?
What do customers—and non-customers buy from others? What
satisfaction do they give that they cannot get from our products?
– What product or service would fulfill the satisfaction areas of real
importance—both those we now service and those we might serve?
– Who are our non-competitors—and why? (Note: Who else might enter
the industry and become our competitor?)
Market Situation Audit
• Market characteristics
– Market size
– Market growth rate
• External & internal analysis (SWOT, for example)
– Internal analysis (Strengths and Weaknesses)
• 12M – market reputation, money, manpower, mental agility,
morale, management, monitoring, motivation, mores,
machines, materials, movement
• Product/service, marketing/competition, management
– External analysis (Opportunities and threats)
• TEMPLES
– Technology, economy, market, politics, law, environment, society
Marketing Research
• Marketing research involves conducting research
to support marketing activities, and the statistical
interpretation of data into information.
• Market research, as a sub-set aspect of marketing
activities, can be divided into the following parts:
– Primary research (also known as field research)
• telephone, e-Research, questionnaire, street interview,
product testing , customer panels or focus group
– Secondary research (also referred to as desk research)
How to Conduct Marketing Research
• The marketing research process spans a
number of stages, including
– the definition of a problem,
– development of a research plan,
– collection and interpretation of data and
– disseminating information (formally in the form of
a report).
Competitive Analysis
• Market segmentation
– Mass market, local market, individual market, niche
market
• Customer segmentation
– Geographic, demographic, behavioristics
• Product life cycle
• Relative market share
• Competition intensive
– Competitor’s strategy
– Porter’s 5 forces model
Product Life Cycle
Porter’s 5 forces model
Market Strategy
Marketing Objective
• Marketing objectives should be clear and concise,
realistic and inherently challenged.
• For example
–
–
–
–
เพิ่มยอดขาย …
เพิ่มผลตอบแทนต่อการลงทุน…
เพิ่มส่วนแบ่งตลาดเพื่อให้ เป็ น … ในธุรกิจ…
เพิ่มประสิทธิภาพในการการกระจายสินค้ า เพื่อให้ ลกู ค้ าเข้ าถึงสินค้ าได้ รวดเร็ว
• They can be obtained from the information of
– Corporate strategy
– All market opportunities from Marketing analysis
Marketing Strategy
• Product-Market Growth Matrix
• Marketing Mix
– 4 P’s: products, price, places, promotion
Product-Market Growth Matrix
Product-Market Growth Matrix (2)
• Market penetration: Market penetration occurs when a
company enters/penetrates a market with current
products.
• Product development: A firm with a market for its current
products might embark on a strategy of developing other
products catering to the same market.
• Market development: An established product in the
marketplace can be tweaked or targeted to a different
customer segment, as a strategy to earn more revenue for
the firm.
• Diversification: Companies that dominant in one specific
market can branch out into new markets to provide a new
line of products that differ from their existing stock.
Marketing Mix (4P)
• P1:Product
– the Product typically include discussions of product
variety, quality, design, features, brand name,
packaging, sizes, services, warranties and returns.
“The customer rarely buys what the business thinks it
sells him. One reason for this is, of course, that nobody
pays for a ‘product.’ What is paid for is satisfaction.”
Drucker
Marketing Mix (4P) (2)
• P2:Price
– Identify: (1) cost plus, (2) competitive price, and
(3) standard price
• P3:Place
• P4:Promotion
– The promotional element of the Marketing Mix
generally consists of sales promotion, advertising,,
direct mail, and the Internet, etc.
Marketing Goal
• Identify marketing goal (เป้าหมายการตลาด)
– SMART
• Specific, Measurable, Achievable, Realistic, Time
– For example
• total sale or percentage of market share of your target
market
Marketing Activity
•
•
•
•
•
•
Project or activity name
Objective
Goal
Budget
Schedule
….
Marketing Activities on Mobile Devices
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•
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•
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SMS marketing
MMS
Push notifications
App-based marketing
In-game mobile marketing
Mobile web marketing
QR codes
Location-based services
แผนกลยุทธ์ (Strategic Planning)
ประเด็นวิเคราะห์ วัตถุประสงค์ ทาง กลยุทธ์ การตลาด เป้ าหมาย
การตลาด
แผนปฎิบตั ิการ (Tactical & Operational
Planning)
ชื่อโครงการ วัตถุประสง กลยุทธ์
การตลาด
/กิจกรรม ค์ ทาง
การตลาด
เป้ าหมาย
งบประมาณ กาหนดการ
Task
• If you are the owner of a mobile apps
development company, think of one
application you want to offer to the IST
faculty.
• Write a marketing plan for it.
• Give 5 minutes presentation in the class.
Reference
• http://www.processexcellencenetwork.com/innovation/columns/peterdrucker-on-sales-and-marketing/
• http://www.imgrind.com/benefits-of-mobile-marketing/
• http://mobithinking.com/best-practices/10-mistakes-mobile-marketing
• http://en.wikipedia.org/wiki/Mobile_marketing
• http://mindgayro.com/sheet/MKT2.pdf
• http://www.mywebschool.com/blog/mobile-marketing-for-tourism/
• http://community.tradekey.com/article237/ProductMarket_Growth_Matrix.html
• http://www.processexcellencenetwork.com/innovation/columns/peterdrucker-on-sales-and-marketing/
• http://en.wikipedia.org/wiki/Marketing
• วิธีเขียนการตลาด Writing a Marketing Plan, ดร. กานต์สดุ า มาฆะศิรานนท์, 2012
Question??