1. ITEC0722: Mobile Business and Implementation: Mobile Marketing Suronapee Phoomvuthisarn, Ph.D. suronape@mut.ac.th

2. Mobile Marketing What is “Marketing “? – Def: กิจกรรมส่งเสริมการขายเพื่อให้ยอดขายดีขึ้น – 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. Drucker, P. – Compared to selling ( การขาย )? 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.

4. 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

5. 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.

6. Marketing Plan Strategic Planning Tactical & Operational Planning

7. 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

8. Preparing a Marketing Plan Market Analysis – Market Situation Audit – Marketing Research – Competitive Analysis Market Strategy – Marketing Objective – Marketing Strategy – Marketing Goal – Marketing Activity

9. 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. – 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?)

10. 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

11. 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)

12. 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).

13. 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

14. Product Life Cycle

15. Porter’s 5 forces model

16. Market Strategy

17. Marketing Objective Marketing objectives should be clear and concise, realistic and inherently challenged. For example – เพิ่มยอดขาย … – เพิ่มผลตอบแทนต่อการลงทุน … – เพิ่มส่วนแบ่งตลาดเพื่อให้เป็น … ในธุรกิจ … – เพิ่มประสิทธิภาพในการการกระจายสินค้า เพื่อให้ลูกค้า เข้าถึงสินค้าได้รวดเร็ว They can be obtained from the information of – Corporate strategy – All market opportunities from Marketing analysis

18. Marketing Strategy Product-Market Growth Matrix Marketing Mix – 4 P’s: products, price, places, promotion

19. Product-Market Growth Matrix

20. 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.

21. 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

22. 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.

23. 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

24. Marketing Activity Project or activity name Objective Goal Budget Schedule ….

25. Marketing Activities on Mobile Devices SMS marketing MMS Push notifications App-based marketing In-game mobile marketing Mobile web marketing QR codes Location-based services

26. แผนกลยุทธ์ (Strategic Planning) ประเด็น วิเคราะห์ วัตถุประสงค์ ทาง การตลาด กลยุทธ์ การตลาด เป้าหมาย

27. แผนปฎิบัติการ (Tactical & Operational Planning) ชื่อ โครงการ / กิจกรรม วัตถุประส งค์ทาง การตลาด กลยุทธ์ การตลาด เป้าหมายงบประมา ณ กำหนดกา ร

28. 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.

29. Reference http://www.processexcellencenetwork.com/innovation/columns/peter- drucker-on-sales-and-marketing/ http://www.processexcellencenetwork.com/innovation/columns/peter- drucker-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/article- 237/ProductMarket_Growth_Matrix.html http://community.tradekey.com/article- 237/ProductMarket_Growth_Matrix.html http://www.processexcellencenetwork.com/innovation/columns/peter- drucker-on-sales-and-marketing/ http://www.processexcellencenetwork.com/innovation/columns/peter- drucker-on-sales-and-marketing/ http://en.wikipedia.org/wiki/Marketing วิธีเขียนการตลาด Writing a Marketing Plan, ดร. กานต์สุดา มาฆะศิรานนท์, 2012

30. Question ??