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HS285: Marketing Management Class Nine June 25, 2013 Beth Goldstein.

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Presentation on theme: "HS285: Marketing Management Class Nine June 25, 2013 Beth Goldstein."— Presentation transcript:

1 HS285: Marketing Management Class Nine June 25, 2013 Beth Goldstein

2 Click to edit Master title style Dissecting Your Plan Canadian Breast Cancer Foundation Case Cause Related & Nonprofit Marketing Today’s Class

3 Click to edit Master title style Selling Chicken Poop

4 Click to edit Master title style Marketing Plan Format Executive Summary (1 page) Vision Opportunity for the organization to grow Goals of the organization Client/Constituent Profile (1-2 pages) Demographics of the client(s) required to grow business Client/Constituent Needs Customer Lifetime Value Market Opportunity & Challenges (1-2 pages) Industry Profile/Overview of the marketplace Demand Analysis/Needs Assessment Market Share

5 Click to edit Master title style Format Competitive Assessment (1-2 pages) Direct competitors Substitutes Marketing Channels & Mix (may include any or all of the following) (1-2 pages) Direct Mail and Print Campaigns Social Media Advertising and/or PR Web Strategy & Online Marketing Efforts Business Partnerships & Marketing Alliances Tradeshows/Exhibiting Networking Speaking Engagements

6 Click to edit Master title style Format Sales Planning Process and Analysis (1 page) Breakeven Analysis: Number of Clients Needed Sales closing rate Repeat Sales Referrals Patterns Sales Cycle Marketing Budget using the 10% of total organization budget (1 page) Timetable for Implementation and Milestones (1 page) Appendix/Supporting Documents (unlimited)

7 Click to edit Master title style Your Presentation Focus on the audience: potential investors, funders or other stakeholders Well organized, professional and logical presentation Presents a compelling argument describing your ability to be successful Demonstration of excellent team work

8 Click to edit Master title style What to Address in the Presentation What products and/or services do you offer? What markets do you target, both primary and secondary? What customers does your business appeal to? Which product/service features are important to your customers?

9 Click to edit Master title style Presentation Keys to Success Describe the value proposition for your customer. Describe the decision-making process for the customer. Who is your competition and what is your competitive advantage? What is your revenue or sustainability model? What is your projected growth for the next six months, one-year, three years What expertise do you and your team bring to the organization?

10 “Better solutions for waste management” Marketing Strategy Victoria Landa SAMPLE # 1 BigBelly in Mexico

11 Executive Summary

12 Click to edit Master title style Already in 30 countries Mexico start Mexico City Private Sector Specific industries Other industries Other states Government Executive Summary OPPORTUNITY OF GROWTH

13 Click to edit Master title style GOALS Executive Summary 17 u’s 42 u’s Government contact Government negotiation start

14 Click to edit Master title style Demographics Private Universities Hospitals Shopping malls Client Profile

15 Click to edit Master title style Needs Market research: Important tasks Overflow = collection schedule $$$$$$$$$ Collection company Size Vandalism Client Profile

16 Click to edit Master title style Lifetime Value Acquisition Advertising Client Profile

17 Click to edit Master title style Overview of the marketplace Universities Hospitals Shopping Malls Market Opportunity

18 Click to edit Master title style Market Opportunity Needs Assessment

19 Click to edit Master title style Market Share Market Opportunity

20 Click to edit Master title style “Old habits die hard” 1 – 3 trash cans per station 2 times a day Manual separation process Central Station 2 – 3 employees Costs? What costs? Problem: STUDENTS!!!! Competition

21 Click to edit Master title style Marketing Channels SOCIAL MEDIA ONLINE NETWORKING 1.Blog 2.Newsletter 3.Videos 1.Web page 2.QR code

22 Click to edit Master title style Breakeven Sales

23 Click to edit Master title style Repeat Sales = 2 years then 10 or more Referrals = CITY, SECTORS, LEADERS, BRANCHES Sales

24 Click to edit Master title style Sales Cycle Leeds, classification, contact (1w) Call, pitch (3w) Think, come and go, waste analysis (1-2m) Waste analysis and quote (1-2m) CLOSING DEAL Sales

25 Click to edit Master title style BUDGET Budget - MXN$5,500 (month) -1 month for web -MXN $1,680 QR codes -PIVOT STRATEGY

26 Timetable 1.Blog = awareness 2.Webpage = simple 3.Newsletter = 17 units 4.Videos = how it works in Spanish 5.QR code = 2 nd month 6.Networking

27 MARKETING PLAN SAMPLE #2 Browser Viajes is a travel agency based in Cordoba, Argentina. It is focused on outbound tourism, providing services to local passengers who travel abroad. Plan : start implementing the inbound department at the beginning of 2013 providing travel services to South American passengers travelling to Argentina.

28 OPPORTUNITY OF THE BUSINESS TO GROW We must take advantage of the marketing Argentina is having as a destination worldwide: *Buenos Aires, the capital of Argentina was number 13 in the list of 25 top destinations in the world according to Tripadvisor. *Several international tourism magazines are promoting the country. GOALS OF THE BUSINESS 1- Increase profits by 10% by the end of 2013 by implementing the department of inbound tourism. 2- Increase profits by 15% by the end of 2013 by increasing sales in the outbound department.

29 Click to edit Master title style DEMOGRAPHICS OF THE CLIENTS Geographic segmentation: First we will target Brazil and we will see how our new business works in that market. On the following months we will move to these other adjacent countries: Uruguay and Chile. Demographic segmentation: Young professionals above their 30's, professionals adults above their 40's and retired people. All of them with a high income. Behavioral Segmentation Premium passengers who are insensitive to prices. Passengers willing to pay a little bit more in order to receive a premium product and personalized attention

30 Click to edit Master title style International tourist arriving to the International Airports of Buenos Aires and Cordoba and the Port of Buenos Aires. Third Quarter 2012 COUNTRY OF RESIDENCENUMBER OF TOURISTSAVERAGE STAY AVERAGE DAILY EXPENDITURE ( U$D) Third quarter 2012ShareThird quarter 2012 BUENOS AIRES AIRPORTS %13,490,2 Brasil ,7%6,3174,7 Chile %6,3130,8 Uruguay ,9%4,997,7 USA and Canada %20,585,6 Rest of America ,8%18,769,1 Europe ,5%25,850,1 Rest of the world310765,1%13,3113,6 CORDOBA AIRPORT %14,674,1 Brasil237218,8%977,1 Chile406332,1%10,598,6 Rest of America467136,9%16,666,1 Rest of the world154012,2%27,862,7 BUENOS AIRES PORT %4,184 Uruguay ,9%3,984,8 Rest of the world47276,1%7,577,8

31 Click to edit Master title style Competitive Assessment Browser Viajes has two main competitors : Other travel agencies : 41 Inbound tourism travel agencies and 443 outbound tourism registered. Each of them target different type of customers. Some of them focus on premium trips while others offer standardized products. Internet: Airlines WebPages: Ex: Hotel WebPages: Ex: Expedia, booking.com, despegar.com To differentiate from our competitors we will focus our marketing activities on the following strong characteristics of the agency: - As an outbound tourism services provider : the ultra personalized service and special attention we give to details creating a premium product. - As an inbound tourism services provider we will promote not only our ultra personalized service but also the opportunity that passengers from abroad have of having their trip organized by local travel agents who are based in the place where the service will be provided.

32 Click to edit Master title style Marketing Channels & Mix Marketing Channels & Mix Direct Mail Social Media Facebook Blogging Instagram Advertising and/or PR: Destinations events: cocktails to present the products we sell associated with local agents in each targeted market Web Strategy :Development of a new website adding to it the inbound department and the Portuguese version. Tradeshows/Exhibiting: fairs/tourism conferences: first event to attend to promote our products and to obtain partners in Brazil : World Travel Market Latin America to be hold on Sao Paulo, Brazil, April of next year.

33 Click to edit Master title style BREAKEVEN ANALYISIS Key Assumptions Contribution per unit Average cost of each package sold U$d 4000 Revenue per package sold ( 10% commission) 400 Variable costs 0 Contribution per unit 400 Fixed costs 113,000 Break-even volume ( number of passengers needed to Breakeven) 283

34 Click to edit Master title style Marketing Budget using the $25,000

35 Click to edit Master title style Timetable for Implementation and Milestones

36 Click to edit Master title style Presentation Questions??? Class Input/Feedback is Important Schedule: Presentations July 2 15 minutes each is REALLY, REALLY tight Volunteers for 3 – 4 teams to present on Monday, July 1??? Benefit: Receive 24 add’l hours for written plan Written plans for Mon, July 1 presenters will be due on Wed, July 3 at 9 am Others – due by beginning of class July 2 - Latte

37 Click to edit Master title style Canadian Breast Cancer Foundation Run for the Cure $28.5 million raised 53% of funds Total funds = $10.2 million

38 Click to edit Master title style CBCF Lifetime Value Audit to determine the value to companies relative to licensing fee of $25,000 Raised to $50,000

39 Click to edit Master title style Cause Related Marketing Are consumers skeptical of CRM? WHY? How can CBCF mitigate this skepticism? What’s the implications of pink washing related to their decision? What about the companies’ risk?

40 Click to edit Master title style Vita-King Market and Mission Men/women aged 18 – 55 Interest in healthy living Daily Dose – multivitamin – logo & contribution amount marked Pro’s Con’s

41 Click to edit Master title style Grape Vine Market and Mission Personal connection to breast cancer $300,000 direct donation – bear logo but contributions not tied to individual sales Proud Sponsor of CBCF Pro’s Con’s

42 Click to edit Master title style FluidChem Market and Mission Pink windshield wiper fluid 10 cent contribution per unit sold Pro’s Con’s

43 Click to edit Master title style Let’s Compare the 3 proposals What’s most lucrative for CBCF? Which company aligns best with CBCF’s values? Which company would you recommend? Vita-King Grape Vine FluidChem

44 Click to edit Master title style What they decided Vita-King rejected Didn’t want to endorse a medically related product FluidChem rejected Didn’t fit with portfolio plus windshield washer fluid has a poison sign on it – red flag Grape Vine accepted Fit portfolio; seasonal promotions appealing GV partnered with a hotel with $1 from each bottle donated - $17,000 contribution

45 Click to edit Master title style Future What challenges do they have going forward? How can they strengthen relationships with their sponsors?

46 Click to edit Master title style Cause-Related Marketing What are the Benefits? Builds corporate brands Improves corporate reputations & competitiveness Generates revenue – both Is this a fair share? Heightened awareness for a cause

47 Click to edit Master title style Would Any of these work for YOU? Message promotion Licensing Issue or target focused Business activity

48 Click to edit Master title style Cone Global CSR Study (on Latte)

49 Click to edit Master title style But Compare 2013 to 2011…this has dropped

50 Click to edit Master title style

51

52 Altruism – Does it Have a Role? “If you did it and didn’t tell anybody, you didn’t do it.” David Ogilvy Has philanthropy ever been purely altruistic? Does that matter?

53 Click to edit Master title style Attracting Donors Attracting Donors

54 Click to edit Master title style What’s Working in Online Marketing Source: Full Report posted to Latte

55 Click to edit Master title style eNonProfit Benchmark Study

56 Click to edit Master title style eNonProfit Benchmark Report Since 2011, online monthly giving has grown 43% 21% annual increase in online revenue overall Some efforts are down: 14% drop in clickthrough rates for advocacy messages 27% decline for fundraising messages Social media audience growth outpaced lists Facebook Fans grew 46% Twitter followers increased 264% Facebook is the primary social network for connecting with supporters

57 Click to edit Master title style Rates by Message Type

58 Click to edit Master title style Open Rates by Sector

59 Click to edit Master title style Click Thru Rates by Org Size

60 Click to edit Master title style Advocacy (Action Focused) Click-Thru Rates

61 Click to edit Master title style Fundraising

62 Message Type

63 Click to edit Master title style eNonProfit Benchmark Study

64 Click to edit Master title style eNonProfit Benchmark Study

65 Click to edit Master title style Twitter Followers by Sector

66 Click to edit Master title style Facebook Fans by Sector

67 Click to edit Master title style Facebook Posts per Day

68 Click to edit Master title style Lifetime Virality (Like/Share/Post)

69 Click to edit Master title style

70 Online Gifts

71 Click to edit Master title style Online Fundraising by Source

72 Click to edit Master title style Non Profit Top Brands Harris Poll

73 Click to edit Master title style Non Profit Top Brands

74 Click to edit Master title style Non Profit Top Brands

75 Click to edit Master title style Next Class Assignment: June 27 Book: Lucky By Design: Chapters 22 – 29 Case: Netflix Articles Marketing When Customer Equity Matters Worksheets Due: Worksheet 14.1: Customer Lifetime Value Assignment Due: Interview with a Marketing Director Write-up Guest Speaker: Stuart Paap, Wells Fargo Former Comedian who does a LOT of speaking gigs


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