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Channel design Channel coverage Intensive Selective Exclusive - - PowerPoint PPT Presentation

Feb 02, 2023 262 likes •566 views

PLANNING A B2B MARKETING CHANNEL STRATEGY Channel design Channel coverage Intensive Selective Exclusive Channel management decisions Selecting suitable channel partners Managing and motivating channel partners

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PLANNING A B2B MARKETING CHANNEL STRATEGY

  • Channel design
  • Channel coverage
  • Intensive
  • Selective
  • Exclusive
  • Channel management decisions
  • Selecting suitable channel partners
  • Managing and motivating channel partners
  • Evaluating channel partners
  • Remember to complete the activities in your

guide

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SECTION 6 Integrated Marketing Communication

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INTRODUCTION

  • A basic function of marketing has always

been to act as a link between the company and its customers

  • Marketing communication is part of this link

between the retail marketer and potential buyers or other marketing channel partners

  • Marketing communication can be described

as the voice of marketing, which informs consumers about the existence of a business and its products and services

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THE PROMOTION MIX

  • A company’s total promotion mix (also

called its marketing communications mix) consists of:

  • The blend of advertising, public relations,

personal selling, sales promotion and direct and digital marketing tools that the company uses to persuasively communicate customer value and build customer relationships

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THE NATURE AND IMPORTANCE OF INTEGRATED MARKETING COMMUNICATIONS

  • In the traditional model of mass marketing,

companies designed, produced and promoted standardised market offerings to masses of customers

  • Mass marketing strategies relied on mass-

media communications techniques to support these strategies

  • The emergence of modern micro-marketing

has confronted marketing managers with several new marketing communications realities

  • There are several factors contributing to the

changing face of marketing communications

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THE NATURE AND IMPORTANCE OF INTEGRATED MARKETING COMMUNICATIONS

  • New marketing communications realities
  • Consumers are better informed and more

communications empowered

  • Marketing strategies are changing
  • Profound advances in communications

technology

  • Traditional media not dead yet
  • Answer the questions in your guide on the

promotional mix elements

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DEVELOPING AN IMC PROGRAMME

  • Step 1: Identify the target audience
  • Step 2: Determine the communication
  • bjectives
  • Step 3: Design a message
  • Step 4: Choose the media through which to

send the message

  • Step 5: Select the message source
  • Step 6: Collect feedback
  • Remember to complete the activity on the

elements of an IMC programme

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SIX BUYER READINESS STAGES

  • 1. Awareness
  • 2. Knowledge
  • 3. Liking
  • 4. Preference
  • 5. Conviction
  • 6. Purchase

These stages are important when determining the communication objectives

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AIDA MODEL

  • Attention
  • Interest
  • Desire
  • Action

The model is used when designing message for IMC.

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MARKETING COMMUNICATION IN BUSINESS MARKETS

  • As we have seen, there are major differences

between business markets and consumer markets

  • There are also similarities
  • The promotion mix is also used by business

marketers and consumer marketers

  • There are differences in emphasis and focus on

specific elements of the promotion mix

  • Business marketers prefer using push promotional

strategies; while consumer marketers favour pull promotion strategies

  • Answer the questions in your guide – Microsoft

case study

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SECTION 7 Bringing it all Together: Organisational and Marketing Strategy

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INTRODUCTION Strategy can be defined as the match between what a company can do (organisational strengths and weaknesses) within the universe of what it might do”(environmental opportunities and threats)

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STRATEGIC MANAGEMENT TERMINOLOGY AND CONCEPTS

  • “A strategy is the overall plan guiding a firm.

It influences the firm’s business activities and its response to market forces, such as competition and the economy” (Berman and Evans, 2013:40)

  • Closely related to strategy, are the concepts
  • f strategic planning and strategic

management

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STRATEGIC MANAGEMENT TERMINOLOGY AND CONCEPTS

  • Strategic management can be defined as “the

art and science of formulating, implementing, and evaluating cross-functional decisions that enable an organization to achieve its

  • bjectives” (David, 2013:35)
  • Strategic planning can be defined as “the

process of proactively aligning the

  • rganisation’s resources (internal

environment) with threats and opportunities caused in the external environment” (Smit et al, 2011:84)

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THE STRATEGIC MANAGEMENT PROCESS

  • At its most basic level, strategic

management is concerned with finding answers to four questions:

  • Where are we now?
  • Where do we want to be?
  • How do we get there?
  • How can we ensure arrival?
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THE STRATEGIC MANAGEMENT PROCESS

  • The strategic management process

involves three phases:

  • Strategy formulation — strategies are

developed

  • Strategy implementation — strategies are put

into action

  • Strategy evaluation — strategies are

measured to determine their success

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THE STRATEGIC MANAGEMENT PROCESS

  • Strategy formulation
  • Vision
  • Mission
  • Strategic objectives
  • Environmental analysis
  • Situational analysis
  • Craft a strategy to achieve the objectives
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THE STRATEGIC MANAGEMENT PROCESS

  • Strategy implementation
  • In this phase, the (overall) strategic plan is

implemented

  • The organisation's structure, systems and

culture might have to change so that they align to the new organisational strategy

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THE STRATEGIC MANAGEMENT PROCESS

  • Strategy evaluation
  • The third and final phase of strategic

management actually consists of two phases

  • Control phase
  • Feedback phase
  • Refer to the research activity in your guide

(business situational analy

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FROM CORPORATE STRATEGY TO MARKETING STRATEGY

  • The third and final step in phase 1 of the

strategic management process (figure 15) involves crafting an overall, detailed strategy at the corporate level of a retail firm

  • We will now discuss how to design a

competitive marketing strategy aligned with the company’s overall (corporate) strategy

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FROM CORPORATE STRATEGY TO MARKETING STRATEGY

  • Identifying and analysing competitors
  • Whom are we competing against
  • Assessing competitors
  • Selecting which competitors to attack and which

to avoid

  • Competitive strategies
  • Approaches to marketing strategies
  • Basic competitive strategies
  • Overall cost leadership
  • Differentiation
  • Focus
  • Competitive positions
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PURPOSE AND CONTENT OF A MARKETING PLAN

  • Through strategic planning, the company

decides what it wants to do with each business unit

  • Marketing planning (in turn) involves

choosing marketing strategies that will help the company attain its overall strategic

  • bjectives
  • A detailed marketing plan would eventually

be developed for each business, product, or brand

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MAJOR ELEMENTS OF A MARKETING PLAN

  • A marketing plan involves the design and

implementation of activities related to the marketing objectives of the company as part of its overall strategic objectives

  • It becomes the guide (or roadmap) for all

marketing activities, covering all the sections discussed in this module and more

  • As a written document, the marketing plan

contains several strategic elements that cut across departments and functions, also involving a range of cross-functional personnel in a company

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MAJOR ELEMENTS OF A MARKETING PLAN

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MAJOR ELEMENTS OF A MARKETING PLAN

  • Marketing objectives
  • SMART
  • Target market and positioning strategy
  • Marketing mix
  • Product
  • Price
  • Promotion
  • Place
  • Implementation, evaluation and control
  • The focus of control
  • The retail audit as a control tool
  • Characteristics of an effective control system
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MARKETING ETHICS AND SUSTAINABILITY

  • Sustainability and responsibility
  • Ethics, sustainability and responsibility are closely

related concepts

  • As society’s ethical awareness grows, the

commitment by corporates to be good citizens of the country (and the world) has also grown

  • The marketing concept, as a business philosophy,

means that businesses are part of the society in which they operate and are therefore responsible to that society

  • They have a social responsibility to act in good faith

and according to the law

  • For ethically responsible marketers displaying social

responsibility is a fundamental way of doing business

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MARKETING ETHICS AND SUSTAINABILITY

  • Corporate social responsibility refers to the

responsibility of a company to ensure that it:

  • Produces only products that are safe for human

consumption

  • Manages itself responsibly, to the benefit of its

employees and society

  • Contributes to the sustainable utilisation of the

natural environment

  • Contributes to the up liftment and development
  • f disadvantaged people
  • Manages itself according to the moral, ethical,

and legal frameworks and rules of society

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MARKETING ETHICS AND SUSTAINABILITY

  • Not all marketers follow the marketing
  • concept. In fact, some companies use

questionable marketing practices that serve their own interests

  • The need to balance short-term needs with

long-term interests

  • Did you remember to complete all the

activities in this unit?

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Thank you