Every company should develop their own policies regarding the brand for eye products in the same line.
Brand is a combination of a name, word, symbol or design that identifies the product.
As discussed earlier, that is not the product but the brand advertised.
Brand has economic role if the brand is mass produced so as to achieve economies of scale and can hamper successful brand for competitors who wish introduces the same brand.
Brand also has a strategic role to be a differentiator between brands offered by the company with its competitors brand.
From a consumer perspective, a trusted brand is a guarantee of consistency of performance of the products and provide the benefits that consumers look for when buying a particular product or brand.
Brand is also a promise to the consumer that the only mention his name, raised hopes that the brand will deliver the best quality, comfort, status and other considerations when consumers make purchases.
Brand consists of private brands (private brand / store brand / distributor of brand / private label), the specific brand / individual (specific / individual brand), brand line / family (line / family brand), a brand company (corporate brand), brand combination (cobination brand).
Private brand is a brand that is sponsored by a distributor, such as the wholesalers and retailers.
Alfa issued sugar to the Supermarket brands but do not have a sugar mill, the Alfa uses private brand distributor with permission sugar.
Allowing private brand wholesalers or retailers give lower prices and allow for higher profit.
Where ever many overseas companies ranging from upscale clothing actually produced in Indonesia, but given the brand overseas.
Similarly, Indonesian-made shoes, branded ordering from abroad.
Although made in Indonesia, but with foreign brands it can be sold at high prices.
Because it is being sold is not the product but the brand.
Another strategy is to build a brand with a specific brand of a strategy to give the brand name of a specific product.
Unilever uses this strategy, for example, Axe deodorant brand, Blue Band for margarine, Domestos for insect repellent, for Omo detergent, Pepsodent toothpaste to shampoo and Sunsilk. Similarly, P & G, for Camay soap brand, for Crest toothpaste, Duracell for battery, for Gillette razors, Head & Shoulders to shampoo and Pampers for diapers.
Actual marketing strategy brand building strategy in the minds of consumers.
If we have the ability to build a brand, it means we have a strong marketing program.
Another strategy to build a brand is to empower brand product lines.
Brand product line strategy is putting the brand name on a product line related.
Brand product line focused and provide a cost advantage to promote product lines rather than individual products.
This strategy is effective if the company has one or more product lines that each contain a relationship between product items.
One advantage the brand product line is the addition of the product items can be introduced to empower the brand name that has been building used.
Strategy large companies to build brands, usually by using the company's brand.
The company's brand strategy is to build a brand identity using the name of the company to identify the product. Toyota, Panasonic, Polytron, Sony, IBM, Intel, Nokia, Sharp, Sanyo, Toshiba, Yamaha, Honda and McDonald's use of corporate brand (corporate brand) to advertise their products.
Advertising both Mega Pro Honda Karisma 1600 and still highlight the brand Honda as a brand company.
Avanza and Kijang success as a Top Brand Indonesia, partly because it uses the company's brand Toyota.
Toyota in brand building is not only a menjualmobil company, but a company that offers a Total Ownership Experience, ranging from customers to dealers to optimal after sales service.
Toyota Kijang with the image that the vehicle is durable and easy to maintain and prices are relatively high compared with competing brands making it a strong brand in the minds of consumers.
Toyota Avanza, Toyota company using the brand that has been trusted around the world who have a superior product, satisfactory service high resale makes the brand a Top Brand in Indonesia.
Panasonic air conditioner and washing machine also become Top Brand Indonesia, both of which use the company's brand. Polytron with audio, which provides an electronic image of the product is relatively inexpensive, but quality in Indonesia.
Similarly, Sharp and Toshiba with a television and a refrigerator, all of which use the company's brand strategy to achieve excellence.
The strategy can also build brand equity by relying on the brand. Brand equity based on a consumer perspective is the introduction of top consumer brands and store it in their memory and their brand associations that support, powerful and unique.
Consumer based brand equity perspective consists of brand awareness (brand awareness) and brand image (brand image.)
Brand awareness is the ability of brands to appear in consumers' minds when they are thinking about a particular product and how easy the name is raised.
Brand awareness is a basic dimension of brand equity.
A brand does not have any equity until the consumer aware of the brand. Brand new to be able to achieve brand awareness and brand awareness be done all brands.
Level of brand awareness will consist of familiar brands as awareness inclined shallow and remember the brand as a deeper awareness.
For Indonesia, if we think of the brand of toothpaste that can quickly arise in our heads then Pepsodent will appear first, followed by Ciptadent, Close-Up and others.
Whereas if we think insect repellent, then Baygon will appear first, followed by three wheels and others.
Brand image is a kind of associations that arise in the minds of consumers when considering a particular brand.
The association may appear in the form of images or thoughts associated with a particular brand.
This association can be conceptualized by type, support, strength and uniqueness.
Types of brand associations include the attributes, benefits and attitudes.
Attributes consist of the attributes associated with a product such as design, color, size and attributes that are not associated with the product, such as price, user and usage imagery.
While the benefits include functional benefits, symbolic benefits and benefits based on experience.
Bodrex associated as a safe drug and fast curing. Komix associated as a cough medicine that can be taken directly to the advertising slogan "Auntie Fe cough,".
To enhance brand equity through the selection of a brand name or logo is good.
Enterprises are most often done through marketing and marketing communications programs to create an association that supports, strong and unique in the consumer's mind between the brand and the attributes or benefits.
High quality products and present the potential value of having a high brand equity requires effective marketing communications efforts and consistent to build and maintain brand equity.
Sosro Tea stated as one of the major brands in Indonesia, is actually nothing more than sugar-sweetened tea water.
However this brand has great brand equity because the marketers do continuous promotion.
Saturday, December 8, 2012
Friday, December 7, 2012
Price is a very important part in the marketing of a product because the price is one of the four marketing mix / marketing mix (4P = product, price, place, promotion / product, price, distribution, promotion).
Price is an exchange of goods or services is expressed in monetary units. Price is one determinant of the success of a company because the price determines how much profit to be gained from the company's sale of its products in the form of goods and services.
Set the price too high will cause sales to decline, but if the price is too low will reduce the profitability enterprise organizations ..
The purpose Pricing
1. Maximum benefit With competitive pricing, the company will gain optimal profit.
2. Maintain company Of the company's profit margin obtained will be used for operational costs of the company.
Example: for salaries / wages of employees, to pay electricity bills, water bills underground, purchase of raw materials, transportation costs, and so forth.
3. Achieving ROI (Return on Investment) The company would want behind the capital investment made in the company so that the exact pricing will accelerate the achievement of capital return / roi.
4. Mastering Market Share By setting a low price compared to competing products, it can distract consumers from the products of competitors on the market.
5. Maintaining the status quo When a company has its own market, adjustments should be made at the right price in order to maintain existing market share.
How to / Techniques / Methods Product Pricing
1. Supply and Demand Approach (supply-demand approach) From the level of demand and supply that is determined equilibrium price (equilibrium price) in a way that is able to find the price paid by consumers and the price received by producers forming the requested amount equal to the quantity supplied.
2. Cost approach (cost oriented approach) Determine the price by calculating the cost manufacturer with the desired profit level both with markup pricing and break-even analysis.
3. The market approach (market approach) Formulate prices for products marketed by calculating the variables that affect the market and prices as political circumstances, competition, social, cultural, and others.
Wednesday, December 5, 2012
If your answer is "Yes", then it is time for you to own and build a "personal branding", find or build a typical / unique characteristics as an advantage that you can make yourself a powerful tool in achieving success.
Ever occur to you, why Coca-Cola, able to survive for 100 years, or tea bottle Sosro managed to occupy his current position as a "market leader" drink tea in bottles, or a Harley Davidson that can last a few tens of years in the bicycle industry market motor, or with Microsoft's Bill Gates of his, or Abdullah Gymnastiar with its MQ Corporation.
And we all know they each have a competitor who is not little and not weak.
The marketing strategy is the answer.
Preparation of appropriate marketing strategies will be able to generate greater appeal on a similar product.
The attraction that makes consumers want to buy the product, even if the price is more expensive, although the product attributes (taste, shape or model, color, etc), are not different from similar products.
In many ways, the success of marketing is largely determined by how attractive the product trademark.
Trademark or branding plays an important role for the company as well as someone to be successful, because the company or person who has a strong personal branding will be able to demonstrate the features and advantages in certain areas.
In short, personal branding is a reflection of capabilities, excellence and reputation of a person or company.
Here is a simple strategy that can be applied by anyone or any company to start building personal branding:
1. Make history Build personal branding can be started with a database that contains records of achievement and accomplishment that has been achieved previously boast.
Also do not ever forget to take on new challenges and opportunities.
All records of this achievement was to become the basis for the way you or your company's success.
After being able to define what "color" you or your company, before seeking or doing new things, then you should create a plan that focused on "brand" or "color" that has become an option.
Further develop strategies to augment or create new innovative experiences.
2. Never ending study Different types of jobs or products require minimum standards.
Therefore, should you or your company owns and / or follow the minimum standards.
For that you may need to allocate substantial funds to study or do product development company.
Learn .... learn .... and keep learning.
3. Promote yourself Having an accurate personal branding just was not enough.
You should let others know that you or your company was the owner.
Get rid of reluctance or embarrassment to demonstrate the ability of yourself or your company, certainly in ways that positively and elegant.
Learn how to promote a courteous and do not seem particularly arrogant boasting.
One of the media is simple but quite helpful is preparing a resume that contains a record of achievement or accomplishment you or your company, do not forget to include your competence or a specialized company / product.
Make your portfolio in a hard-copy version (printed) and soft-copy (on-line).
If you or your company does not have a personal / official website, it's time to make it, so the whole world can read about you or your company. In the portfolio wherever possible include accomplishments, resume, awards, and also the work that has been accomplished
4. Be expertised There is no more powerful way to promote personal branding, other than by way of showing the world that your company has the competence in a particular field.
How that can be taken can vary, such as by writing articles related to your field of competence, to your company can also be reached by way of a kind that makes promotional program that shows that your company is expert in the field.
It is possible to hold a particular media for publicizing.
Or you can also create your own website to make the publication.
If it is well-known people, begin to look for the opportunity to appear as a speaker at a conference or seminar or meeting forms related to your competency.
Also for your company start by making off-air promotional program to get closer to consumers.
5. Network development Liaise with clients, customers or colleagues a network of relationships that can propel your achievements or your company to be faster.
Take advantage of free time during coffee, lunch, dinner and even though to recount the successes that have been achieved, of course proportionally.
Do not forget also to forge new relationships with anyone and in any occasion.
Keep all business cards, business cards received at the meetings and also store e-mail addresses.
Spend a little time to write an e-mail, message, sending greeting cards to colleagues, customers, even new friends.
Tuesday, December 4, 2012
Changes in the marketing world is a necessity due to the business world as a master of marketing is constantly changing-adjusting to the progress of time.
Despite the changes, the marketing can not escape from the three components that always accompanies; consumers, competitors and the company.
These three components are always present in any discussion about marketing.
The era of globalization is large enough to influence the marketing and grow new challenges in the marketing profession today.
Marketers need to be able to understand how events that exist in various parts of the world affect the domestic market and the opportunities search for new breakthroughs, and of course how these developments will affect the pattern of corporate marketing.
Twenty-first century has arrived. People call this one of the 21st century as the century of information.
Information systems world by telecommunications and computer (internet) will greatly influence lifestyle, political systems, social-cultural, and economic trends.
Each field much supported and influenced by the world of information.
Marketing a lot to do with consumers, will also be affected by the information.
Even the marketing world will not be able to live if no information, in whatever form that information.
Moreover, there has been a paradigm shift in marketing, from transactional marketing (transactional marketing) towards relationship marketing (relationship marketing).
Relationship marketing, we know, can not escape from the information.
MARKETING CHALLENGE Information is going to be a cornerstone of marketing in the 21st century.
However, information is not a single stand.
He information-will be supported by a lot of other things outside of the study area information.
Thus, in addition to marketing will be heavily influenced by the information, in the self-marketing will shift pergeser's new strategic nature.
In the 21st century there are some challenges for the marketing profession.
1. Challenges of Vision Often marketing decisions based more on meeting the demands of the present.
In a global context where the competitive advantage of products and services have a shorter age, such things can not be maintained anymore.
Responsibility to see into the future burden of marketing executives.
It is thus not an exaggeration to say marketers are required to be a visionary marketer and holistic strategic thinking and can turn on the function of marketing intelligence and corporate real intelligence.
Self-development is ideally a visionary marketer needs to adopt ideology that promotes entrepreneurial proactivity and accept responsibility as a major innovator and risk taker.
Marketing must have the courage to break the stability and creative in determining marketing strategies.
Young people macamRichard Kartawijaya (Microsoft Indonesia), Barry G Lesmana (Citibank), Betty Alisyahbana (USI IBM), Noble Tambunan (Telkomsel), is a visionary marketer who would much coloring Indonesia marketing world of the 21st century.
2. Challenges in Power Marketing The main runway is the humanizing power marketing customer customer centered summarized in the concept of marketing.
Thus, the consumer is the subject, not the object of marketing.
Power marketing will focus on three key words; moving, caring and inovating.
Moving become the cornerstone to answer the surge of competition and demand dynamics are always fluctuating due to higher customer expectations.
In this embodiment, the moving must be accompanied by a concern to customers (caring) through measures of innovation (inovating) in the areas of strategy, management, and product /service.
Innovation is a process to deliver added value to customers.
Customer satisfaction will spawn trust and long term relationships that are sustainable, which means to create customer loyalty.
Customer relationships are not just mere rational relationship to the plains, but has penetrated deep into the realm of customer emotions.
So that the market share held not only mind share, but has entered into share heart region.
3. Challenges to Transferable Marketing Marketing costs to enter the global arena, would logically increase as well.
One way to improve the cost efficiency of marketing is to utilize transferable.
Meaning of tranferable marketing is making marketing patterns that can be used for multiple locations or target market with an enhanced degree of universality.
A good example is the marketing concept of the DeBeers diamond.
DeBeers made in London and Hong Kong, while exploiting distributed to various locations, including Indonesia.
This deployment (including benefits and the model) adjusted to the local situation of the country.
4. Challenges in Brand Management In an effort to improve gait in a global world, marketers are challenged to enhance brand reputation.
The role of brand reputation becomes more important to the context of the 21st century due to the large number of brands available in the market.
Therefore, companies need to be grown in a work climate characterized by pride of the brand (brand minded culture).
Analysis should also be noted the implementation realities of the brand into the minds of consumers in order to determine the strategy to increase brand identity.
In the 21st century house brand or private label are manufactured by many companies.
In Indonesia house brand made by many retail businesses such as Sun, Hero and Macro.
For solar house brand products are branded clothes Stanley Adams and M-2000.
While Hero supermarkets play a lot in the house brands, such as; Innosence for baby products, Hero Selection for a soft drink, and a Hero to products industries.
For Macro, the company named its product house brand with sebutanAro.
5. Challenges in Marketing Ethics Consumer society and the present, and even more in the future, be concerned about the quality and begin to pay attention to the moral and social responsibility of the company.
Included in this context is the level of morality of any marketing decisions and impacts on stakeholders as a whole.
It is further heightened by the range of opinion relating to the marketing slant, such as product engineering, improper labeling and advertising, as well as predatory pricing.
In situations where competition becomes tighter and reputation become important capital, then inevitably all policies and decisions must be based on the code of ethics and established by companies and professional associations.
The main code of conduct that must be considered by marketers are: honesty and fairness in the marketing process, a code of ethics in the field of promotion, pricing and distribution policies, codes of ethics in marketing research and commitment in advancing human civilization.
Marketing challenges of the 21st century as mentioned above is a thing that can not be avoided by marketers if they want to win the competition.
Early Marketers must be able to anticipate a substantial change of marketing.
The anticipation is not too difficult. It takes only two ways; optimize intelligence and make friends with change.
Monday, December 3, 2012
Saturday, December 1, 2012
Wrong pricing structure can make the business work hard to serve our customers and achieve profitability.
If you need to set the price to be charged for a product or service, avoid the common mistake of pricing it.
Sell too cheap To set a realistic price, you need to know all the costs involved in making the product or service.
This includes costs such as prices ease tracing of parts and supplies, as well as less tangible costs associated with the skills and knowledge you bring to the table.
Some employers set a price that does not account for all these expenses.
They may forget to add overhead costs such as electricity, water or rent, or having difficulty to appreciate the value of their time.
One business approach based services are used to determine a reasonable price for the supply of goods and services are set wage per hour for loading services.
They then multiply this number by the number of hours required to complete a task in order to establish the overall price of the project.
Following the competition By basing your pricing structure on a competitor's price can be dangerous because of the costs used to calculate the price competition may have nothing to do with your costs.
They may pay a price lower or higher than you do, buy a different technology, and has a marketing budget larger or smaller.
Nevertheless, it is useful to know how the prices charged competitors so that you can realize that your price is realistic for the market. If you find that your prices are much lower than competitors, check to make sure you did not miss any of the pricing equation.
Price competition Pricing is simply to beat the competition is a weak proposal.
This way you will indeed attract buyers, but the chances of them not a loyal customer.
If low prices attract them to your business, they may leave your company so there are better options.
A better approach is to differentiate between your business with competitors in other ways, such as superior customer service, improved product characteristics, or better quality.
Waiting too long to raise prices Increased demand or increased inventory costs can put you into a position where you have to decide whether to raise or not to raise prices.
Some business owners avoid price increases because they fear customers will react negatively. In many ways, a better strategy is regularly gradually raise prices rather than burdening the customer with a large price increase.
In other words, a 10 percent price hike likely brought more negative attention than twice the price increase of 5 percent. Lowering prices without changing the shipment Some customers may be trying to subtly get a lower price than your company.
It can put you in a difficult position, especially if you run a business based on service. Sending an agreed order with lower price could send messages as if the initial price is too high, and all the next business would be open to negotiating the price.
A better approach is to accept a lower price, but changing slightly the delivery terms. For example, if you are negotiating the price for the technical installation for three months, you could agree to lower project costs that reduced the number of weekly meetings or monthly shortened.
Another reasonable option for large orders is set lower prices as discounts for large quantities.
Set the price at random Some customers may be urged to find out how you design the pricing structure, so it is important to get the fundamentals justify your pricing Additionally unless you are quite aware of how the costs associated with your prices, it would be difficult for you to recognize when it is appropriate to adjust your pricing.
Friday, November 30, 2012
Various challenges faced by the company, there are several ways to overcome barriers to determine the pricing policy .
I think companies should focus on three things as below:
1. Focus on Customer Value In this case, the company should not put too much emphasis on product.
Features that or just on the price of these products, but more importantly, the company should be more focus on a variety of benefits, whether functional or emotional benefits that can be received by the customer of the product.
2. Provide Differentiation In Products And Services Products or services that the company should have a higher value than competitors.
If not, then the company would be stuck in a situation where the company will be forced to play the price war. This would effectively destroy the ability of companies to set premium rates.
This means that if a company can not make a differentiation that company will have difficulty in setting the price based on the value or benefits that can be provided.
3. Understanding and Communicating the Value Potential All Sources In order to perform value-based pricing is well, then the company should understand the value or benefits received by the customer.
This means that companies must be able to understand what the customer wants and needs.
If the company already understand this then the next thing is to communicate the benefits of the product to the customer that the customer's product consumption has benefits for himself.
Even worse if the benefits of these products exceed the expectations of the customers, it will likely create a loyal customer.
So by using a value-based pricing, customers will benefit from it (products or services), and other than that value-based pricing also has the ability to produce products or services that are superior to competitor products.
Sunday, November 25, 2012
Every time I meet with entrepreneurs, the complaint was not much of a problem how to increase sales, less turnover, less time and the team that does not produce.
When talking further, it turns out the cause is advancing its business is dependent to the business owner. In short, the owners work very hard because the marketing system does not work.
If 90% of businesses fail the first 5 years, 83% also said statistical problems in business is because they do not have a solid marketing system to get prospects and convert them to a customer.
What happens is that many employers use tactics 'Come along' as a way of Increasing sales, which trace what competitors so there is no strong uniqueness.
If there is no 'point of difference' is clear, it is the price war.
You do not want this to happen in your business, is not it? Or maybe this is happening in your business? Many entrepreneurs think marketing is a one-step process and 'bang' flock customer will flood your business, but the fact is marketing is a multy-steps process where you need to be clear on your market segmentation for comunication you can establish with them, build relationships and educate their products and services to you. Typically, this is done manually which tends to take a lot of time and expense.
Now with the Internet Marketing strategy, all can be done in automation and with a very low cost.
With the widespread use of social media such as Facebook and Twitter, many businesses use Internet marketing as a marketing strategy as a way to increase sales and to drive prospects from initial step to the next step to become a client.
Without the step by step process, you will be hard to get customers systematically, the result uncertain business turnover.
Businesses that use the Internet to promote today's increasingly feel the benefits, because in Indonesia alone according Depkominfo In October 2010, Internet users has reached 45 million users.
Facebook even issued the latest data, in early 2010 had recorded 24 million Facebook accounts in Indonesia. Facebook is also an extraordinary phenomenon that in fact has more than 500 million users around the world making it possible for you to sell cross-country without a large capital.
If your market are Facebook users, advertise on Facebook is an effective strategy.
We own use Facebook and Twitter as a means to market the Rapid Profit mentoring program that sought a lot of people.
So much needed foresight and market research before choosing the right online media to market your business.
If your market share using Search Engine Marketing and Social Media, but your company is not using Google and / or Facebook to promote your business, you could lose tens of millions of potential customers. Even more worrying is if your competitors know this beforehand and do it.
Businesses that use the Internet Marketing using Google to promote also very often done by some of our clients so that in the next 6 months profits exploded to 300%.
You can put up ads to be searchable by your target market and will only be found by the search of information about your product and service.
In addition there is another strategy, by relying on techniques of SEO (Search Engine Optimization), so you can reduce the cost of advertising to 70%.
Imagine your business if it is placed on the first page of Google in kategory product and service you, you obviously be the first choice for finding information about your business.
An aplication effective internet marketing strategy is not easy because without a reliable marketing system, incoming traffic will not be managed properly. Many people think if you have a website it will increase profit in business.
Statistics say within 3-4 seconds if your website does not attract prospects and provide the information you need, then they will go 'in-a-click of a mouse button.
Most of the company to create a website with a creative design and contains a very complete information about their company, how skilled and experienced they are in business.
In fact, your prospects are not at all interested in these things. If this happens, your campaign cost swell but do not create an increase in sales and profit.
Which can attract visitors to your website, are the benefits they can get from you and you should convey in the first 3-4 seconds of their visit to your website.
Implementation of internet marketing strategies in your business should be more than just having a website. Indeed, an effective website should be ter-strategy integrated with other marketing-strategy, then it will be 'selling engine' extraordinary working 24/7.
How to increase sales manifold. Along with changes in the market, the cost of advertising and promotion, business owners need to make innovations in the marketing business.
Internet Marketing strategy proved to be accurate in helping many businesses to rake in profits of more than 300% and even cut advertising costs and operating up to 75%, so it's time your business appear on the first page in the 'Google Search' and PRINT PROFIT now.
Tuesday, October 16, 2012
In fact, from some very scientific research says that there is a very clear correlation between the creation of a marketing plan with the success of the company.
Especially in today, where the rapidly changing business landscape.
Companies that do not make a clear marketing plan will deal.
There are several reasons. First, rapid technological change has made the life cycle of a product is getting shorter ..
Without good planning, our products will run out by competitors who present with advanced technology. Second, businesses have entered the era of liberalization.
Deregulation, free trade, the ease to enter into a business, and so has prompted intense competition with an increasingly aggressive competitors.
For example, harmonization of regulations in the pharmaceutical industry in 2008, would make the competition more exciting and tight.
"Distributors are thinking about how giants can stick nails in Indonesia, because the Indonesian market is so big," said Jacky Mussry reminded the forum members who attended the forum titled Marketing Plan: Crucial Step to Achieve Business Success held on Tuesday the 11th July 2006. Third, the market is divided Each market must be applied differently. "All the more niche," said Jacky.
And the fourth reason is the growing sophistication of the customer.
Customers now have access to information that is very vast, it is driven by the rapidly growing Internet technology. In addition, customers now have more choice of products.
Which makes it even more demanding and are not loyal to a brand.
To get around the above, Jacky Mussry highlighted four things you must have when putting together a marketing plan so that the results are good. First, it has a strong marketing background.
The data can be obtained from external, internal, both qualitatively and quantitatively.
"Sometimes we can get data from sources that have been published," said Jacky Second, it provides a clear direction. "This directive should describe clearly what to do and what not to do company," said Jacky.
He continued, Jacky said that our resources are limited, so we must be careful to use it so we do not run out of resources wasted. Third, when executed can create sales and profits.
"Sales will not be any good if it can not generate profit," said Jacky. Fourth, can be evaluated from time to time. Citing the Norton and Kaplan says, author of The Balanced Scorecard: Turning Strategy into Action, we can not regulate something that is not obvious size. So the measurement is so important to do the evaluation.
By considering the four issues above, the preparation of the 7 step marketing plan the business review, marketing strategy, sales targets, marketing mix, financial-budget, execution, and evaluation will be easier, more accurate, and more generating profit. So the marketing plan is not only a mere ritual, but rather as a tool to win the battle in the market.
"Previously, I did not consider it important marketing plans, but this (forum-red) to open my horizons about the importance of creating a marketing plan," said one forum member who declined to be named.
Sunday, October 7, 2012
Conversely companies can profit from their product if the product is bought by the customer.
Based on the profit, the company can continue its business until he can meet the customer more in the foreseeable bring.
With other words, the company has always guided or focused on the values contained within the customer, so that marketing activities can be successful.
Therefore to reach all those in need of a marketing plan name, so what will be done in accordance with plan. Marketing is the core requirement for marketers.
Benefits of creating a plan include: encouraging systematic thinking about the future, enhance coordination, establish performance standards for measuring trends, provide a logical basis for decision-making, enhance the ability to past tense beat change, and improve the ability to identify market opportunities.
The definition of strategic marketing planning according to Mc Donald is the management process that leads to marketing planning.
Planning a logical sequence and a series of activities towards setting marketing objectives and the formulation of a plan to achieve his goal.
Marketing planning is the planned application of marketing resources to achieve marketing objectives.
Thus marketing planning is a systematic process of designing and coordinating marketing decisions marketing.
Planing provide focus for the gathering of information, the format for the dissemination of information, and the structure for the development and coordination of strategic and tactical responsiveness of the company.
The purpose of marketing plan is the identification of excellence competetive creations.
This marketing plan is a real form of the company to provide a strategic response to the changing patterns of global competition consists of:
1) adjusting the size of the business,
2) changes in the scope of the product and / or market or
3) the creation of a new network of relationships with other organizations.
Benefits of a marketing plan:
1. achieve better coordination of activities
2. identify the expected development
3. improving organizational readiness for change
4. minimize irrational response till the unexpected response
5. reduce conflict about where the organization should move
6. improve communication
7. urged the management to think ahead systematically
8. expand the resources available adjustments for a chance selection Troubleshooting problems that arise due to lack of marketing planning:
1. lost opportunities for profit
2. the numbers do not mean in the long-term plan
3. unrealistic goals
4. lack of market information to do
5. dispute between functional
6. Management frustrating
7. proliferation of products and markets
8. promotional spending vain
9. pricing is too confusing
10. weakened against the development of business
11. loss of control of the business Minimum marketing plan includes the following elements:
a. Marketing objectives and marketing strategy
b. Marketing mix strategy
c. Description of products
d. Pricing strategy
e. Promotion plan
f. Determination of the product (sales and distribution) Key steps in marketing planning include:
1. situation analysis The analysis conducted in this stage is the SWOT analysis (weaknesses, opportunities, and threats).
This analysis covers the opportunities and problems posed by the trend of the buyer's situation, competitors, and regulatory costs.
In addition, included also in are the strengths and weaknesses of the company.
Tuesday, September 25, 2012
In recent years, I'm very focused with business systems improvise in my business.
In one of my my new manufacturing business we make improvements in system sales.
What was once very dependent on word of mouth strategies now we better pick up the ball in search of new customers.
Businesses that do not last long or in a state of loss often because existing customers are not shopping anymore and do not have an effective sales system.
Do you have business sales system proven to deliver more customers than you can handle each month? Business system that practically did not have to swallow a lot of cost.
I just finished airing on radio and some questions referring to the improvement of system sales.
There are entrepreneurs who asks, 'how to reactivate my old customers who have not shopped again'?
Maybe you had asked the same thing, how the customers that are inactive for shopping to you can spend more?
One of the keys to building a 'profitable' business 'repeat customers' is having loyal customers and shop constantly with you.
Villa In my business, we have a list of repeat guests every time they to Bali, rent a villa.
What's the secret? There are 3 tips increase repeat business from your customers:
Do not wait to make them stop shop 'customer service excellence.
People who have decided not to go shopping with you they are usually disappointed to you or your product / service.
Give more than they expected from the beginning.
Update your existing customers with your new products or 'keep in touch' with them.
The longer you do not communicate with them the less chance they shop with you again.
Ask for feedback on services / products you are and what they need in the future.
This could seem counter-productive where they may feel disappointed with your earlier service but did not rule if you decide to clean themselves someday they will do business with you again.
Practical Business Systems can begin to see the process of how you serve your customers, market your product / service and do an analysis of what can be improvised.
In the Rapid Profit Seminar teaches us practical tips on how to patch the leaks in your business system.
Revamping the system does not have to be expensive, and start with the basic but important things.
Saturday, September 22, 2012
Without proper strategy promotion, your efforts will surely fall.
Some employers complained about how hard it is to make selling their products and services by competitors selling similar goods even with much cheaper.
Thus, he often had to provide discounts more than planned, as a result cutting profit margins.
Last week businessman furniture consulted with me and complained he was hard to get the ideal consumers are certainly consumers who buy in bulk and make timely payments.
Some of the credit crunch ensued because the team does not perform credit analysis sales are ripe for some customers.
Many entrepreneurs are not doing the right promotional strategies so that they tend to have difficulty in getting customers.
There is a culinary entrepreneur lonely frustration visitors coming to stores despite the campaign and has been spending much money.
With rent and operating costs tend to rise, he got desperate and wanted to decide to close the business.
But another problem arises, if you want to go out of business, so much kitchen equipment and others that have sold.
Not to mention the problem of the rental shop to be in over-contracted. However, the consultation session yesterday, there was a bright spot for twisting his business.
After analyzing sales and see the details of their business that they do many things without a clear purpose.
Example, launched a promotion strategy is not effective as advertising in the media is wrong and less attractive.
A few other things turned out, they did not do a thorough analysis of the customer, so they do not think the sales team when the deal with the customer's margin.
This is why many businesses are experiencing problems 'cash flow' and a prolonged credit crunch.
Once the consultation is complete there are at least 3 things they conclude business to double profit when the market is sluggish:
1. Must revised its market segment and focus with 'profitable customers.
2. thinking consumers and understand the terms of 'needs' and 'wants' them.
3. improve system and sharpen their sales value-added business that is not focused promotional discounts.
Promotion strategy will determine the continuity of your business, in a very saturated market, you need to sharpen strategies to remain competitive in the market.
Sunday, September 16, 2012
Sunday I met a businessman who since last year sales experience and want to know how to achieve sales targets.
So many who run businesses but fail in making a difference to competitors so that price wars occur, is difficult to achieve sales targets.
Not to mention plus the internal factors such as a weak communication between divisions, sales teams that do not reach the target until the sub-standard customer service.
The combination of the things above make a lot of employers are not consistent in achieving sales targets per month.
How to achieve sales targets require different strategies in different industries.
Often entrepreneurs to get advice that is too general so that sales do not reach the target.
Here's the question of family business owners who are frustrated with their internal management:
"How can my child be more focused on sales and explore what the market needs"?
Do you also have the challenge of achieving specified sales targets?
In increasing sales there are some elements that you should consider, at least four elements:
How do you in getting prospective customers or prospects?
Several proven strategies is to advertise, using social media, word of mouth and many more.
Success rate: you should have a mechanism to make your prospects and customers are some strategies that I have implemented is to have a unique, offering sensational, reliable sales techniques and products the market needs.
Example: apple products created Steve Jobs always sell well when released into the market and because their products have unique design, just so that millions of people around the world willing to stand in line when they launch new products.
You must have a strategy for your customers back and back and a few tips to increase repeat business is to have customer service that is 'excellent' and do a follow-up to your customers who have bought into you.
Turnover per customer:
Have you ever spend more than you planned when you are in the supermarket or shop at the mall?
If so, remind what strategies do they use? Buy 5 get 1 free? Minimum spending 150 thousand discount of 30%, etc?
In your business, make sure you have some strategies to increase sales turnover per customer so you will be rapid.
Friday, September 7, 2012
1. The basics in setting Market Segmentation In determining market segmentation there are some things which it is based are:
1. Basic - basic market segmentation in consumer market
a. Geographic variables, including: area, size of the area, city size, climate and density.
b. Demographic variables, including: age, family life cycle, income, education, etc.
c. Psychological variables, such as: social class, lifestyle, and personality.
d. Variable behavior of buyers, including: benefits sought, user status, usage rate, loyalty status and attitudes on the product.
2. Basic - basic market segmentation in the industry
a. Stage 1: define macro segmentation,end-user markets, geographic location, and the number of subscriptions.
b. Stage 2: the attitude of the seller, traits - personality traits, quality products, and customers.
2. Market segmentation Terms There are some effective segmentation requirements are:
a. Can be measured
c. Large enough or profitable enough
d. Can distinguished
e. Can be implemented
3. Level Market Segmentation Because the purchase has unique needs and desires. Every buyer, potentially a separate market. Therefore, market segmentation can be built on several different levels.
a. Mass Marketing Mass marketing focuses on mass production, mass distribution, and mass promotion for the same product in much the same way throughout the consumer.
b. Marketing segment Marketing segment aware that buyers differ in their needs, perceptions, and buying behavior.
c. Niche marketing Marketing niche (niche marketing) focuses on a sub group within the segments. A niche is a group that is defined more narrowly.
d. Micro Marketing Practice adjustment of product and marketing programs to suit the individual tastes or specific location. Included in the micro marketing is local marketing and individual marketing.
4. Benefits of Market Segmentation Benefits of market segmentation are:
a. Sellers or producers are in a better position to choose the marketing opportunities.
b. Seller or manufacturer can use his knowledge to marketing responses vary, so it can allocate the budget more accurately the various segments.
c. Sellers or producers can better manage the product and its marketing appeal.
Saturday, August 25, 2012
1. Product life cycle The strategy must be tailored to the stages of the life cycle, namely the introductory stage, growth stage, maturity stage and decline stage.
2. The company's competitive position in the market The marketing strategy should be tailored to the company's position in the competition, is to lead, challenge, follow or just take a small portion of the market.
3. The economic situation The marketing strategy should be adapted to the economic situation and the outlook ahead, whether the economy is in a situation affluent or high inflation. Kinds of Marketing Strategy kinds of marketing strategies such as:
1. Strategy needs of primary Marketing strategies for the design of primary needed: a. Increasing the number of users and b. Increasing the number of buyers.
2. Selective Strategy Needs That is by the way:
a. Retaining customers for example:
1. Maintaining customer satisfaction;
2. Simplify the purchasing process;
3. Reducing the attractiveness or ahead to switch brands;
b. Attract customers
1. Taking the opposite position (head - to hears positioning)
2. Taking a different position (differentiated position) More clearly, a marketing strategy can be divided into four types:
1. Stimulating the primary need to increase the number of users.
2. Stimulating the primary need to increase the rate of purchase.
3. Selectively stimulate the need to retain existing customers. 4. Stimulate needed selective capture new customers.
Thursday, August 16, 2012
a. Demographic (population).
b. Economic conditions.
d. Social and cultural strength.
e. The political and legal.
b. External micro environment . Market (market) . supplier . Broker (marketing intermediaries) . Non-Environment - Marketing Intern Power of non - marketing is another company location, strength of research and development. Internal strength is fused (interest) in the organization and controlled by management.
Tuesday, August 7, 2012
a. Joint marketing organizations that carry out the work.
b. Products, services, ideas or human being marketed.
c. Target market.
d. Intermediaries (retailers, wholesalers, transport agencies, financial institutions).
e. Environmental constraints (environmental constraints).
The simplest marketing system consists of two related elements, namely the marketing organization and target market. Elements in a marketing system similar to elements that exist in a stereo radio system. Working separately, but reunited at the right time.
Tuesday, July 17, 2012
The marketing concept that has been expressed in various ways:
a. Find and fulfill the market demand.
b. Make what you can sell and do not try to sell anything that can be made.
c. Love the customer, not your product.
d. Do it according to your way (Burger King)
e. You decide (United Airlines)
f. Do everything within the limits of the ability to appreciate the customer's money is loaded with value, quality and satisfaction (JC. Penney).
Saturday, July 7, 2012
1. Philip Kotler (Marketing) Marketing is human activity directed to meet the needs and wants through exchange processes.
2. According to Philip Kotler and Armstrong is marketing as a social and managerial process where individuals and groups obtain what they need and want through creating and exchanging products and value reciprocity with others.
3. Marketing is a total system of business activities designed to plan, determine pricing, promotion and distribution of goods can satisfy the desire and achieve the company's target market and goals.
4. According to W Stanton marketing is a whole system of activities aimed to plan, determine the price, promote and distribute goods and services to satisfy the needs of buyers and potential buyers.
-Concept Marketing Core concepts of marketing is: needs, wants, demand, production, utility, value and satisfaction; exchange, transaction and market relations, marketing and market. We can distinguish between needs, wants and demands. Necessity is a state feels a certain lack of basic satisfaction. Desire is a strong desire to be satisfying specific needs in more depth. While demand is a desire for specific products backed by the ability and willingness to buy.
-Marketing Management Marketing management derived from two words, namely the management and marketing. According to Kotler and Armstrong is a marketing analysis, planning, implementation and control of programs designed to create, build, and maintain beneficial exchanges with target buyers to achieve company goals. management is the process of planning (Planning), organizing (organizing) mobilization (Actuating) and supervision. So it can be interpreted that the Marketing Management is the analysis, planning, implementation and control of programs designed to create, build, and maintain beneficial exchanges with target markets in order to achieve the goal - the goal of the organization.
Monday, June 25, 2012
Marketing managers can use marketing research to gather all kinds of information but most of the activity aimed at customers and potential customers: Primary and secondary data Primary data is data gathered company.
While secondary data is data collected by others. The techniques used in the collection of primary data was in-depth interviews, observation and testing control.
Some secondary data must be purchased and are often available in the form of magnetic tape or disk for easy importation into secondary data such as available in library.
Marketing Intelligence Sub system Each functional area is responsible for connecting companies with certain elements marketing environment that exists at the primary responsibility to customers and competitors. As with other functional areas, marketing also have a responsibility to the government and the global community.
Sunday, June 24, 2012
Marketing information system has always been used by marketing departments in a company to market the company's products.
This information system is a combination of decisions that relate to: Product Place Promotion Prices of products Marketing strategy The marketing strategy consists of a mixture of elements called the marketing mix all that well known the 4Ps, namely:
What products are purchased to satisfy customer needs Promotion relates to all the ways that encourage sales Place associated with the distribution of physical products to customers through a distribution Price consists of all elements that relate to what is paid by the customer Marketing Information System Components Marketing information system has the same components of information systems in general, input components, models, outputs, data bases, and control technologies.
The difference between these components other information systems is the location of the system context information.
For example, for this marketing information system, the component input is the data input and output marketing are reports contain information marketing.
Component Input Marketing Marketing information system to collect data describing the company's marketing transactions.
Subsystem marketing intelligence to gather information from the environment related companies marketing operations. Subsystem marketing researchers perform such research specifically on marketing operations. Component Model of Marketing The model is used to generate relevant information in accordance with the requirements of the user system.
The model is a form of mold that converts inputs into outputs.
Model in marketing information systems are widely used to generate reports operating budget purposes, product pricing strategy, new product evaluations, site facilities, removal of old product evaluation, designation salesman, determination of the optimal delivery route, the selection of the most effective advertising medium and to credit approval.
Component Database Marketing Data Subsystems used by the output from the data base.
Some of the data in the data base is unique to the marketing function, but many are shared with other functional areas.
Component Output Marketing Each subsystem output provides information about the subsystem as part of the mix Product subsystem provides information about the company's products. Subsystem promotion advertise provide information on activities and direct sales companies. Subsystem price helps managers to make pricing decisions.