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Transcript
Marketing tools for microenterprises Game 4-1 • Definition of marketing (20 min) • In 5 groups, try to define marketing, as you perceive it now • Not more than 20 words • Write on big sheets 2 THE STARTING SITUATION OF AN ENTREPRENEUR WHO IS PREPARING TO WRITE DOWN A MARKETING PLAN WHO? WHO SHALL I OFFER TO? WHO IS MY CUSTOMER? WHAT DO MY CUSTOMERS WANT? WHICH NEEDS HAVE THEY GOT? WHERE DO THEY BUY? WHERE ARE THEY USED TO REFER TO? HOW MUCH DO THEY PAY? (THEY ARE WILLING TO PAY, THEY ARE USED TO PAY FOR FULFILMENT OF NEEDS) HOW DO THEY GET INFORMATION? WHAT AFFECTS THEIR DECISIONS? Template for marketing plan SEGMENTATION WHAT I OFFER: PRODUCT POLICY MY THROUGH WHICH CHANNELS: MY DISTRIBUTION POLICY IN EXCHANGE FOR WHAT:MY PRICE POLICY THROUGH WHICH PROMOTION: MY PROMOTIONAL POLICY Product or Service • Describe your product or service in sufficient detail for the audience to understand its function and differentiating characteristics. • Pinpoint the value to your customer. • Present current stage of development and your plans to exploit the product fully in the market. • Describe the Life Cycle of your product, i.e., is it new, mature, a commodity? Proprietary? Protected by patent or copyright? 4-1 5 Addressable Markets • Demonstrate the demand for your product: how many units can you sell at what price. • Support how you determined the above projections, e.g., market survey, current buying habits. • Define your markets – who will buy? e.g., individuals, businesses, government, overseas? Where are customers located? 4-1 6 Addressable Markets continue… • Describe how you will reach these customers, e.g., direct mail, ads, sales force, trade magazines; describe how long it will take from initial contact to completing a sale to getting revenue (sales cycle). • Present the methods you will use to deliver your product, i.e., distribution. • Describe how your customer will pay for the products. Will you finance? 4-1 7
