Presentation on theme: "11/11/08 Developing a Successful Marketing Strategy and Plan Transition to Value Added Products."— Presentation transcript:
11/11/08 Developing a Successful Marketing Strategy and Plan Transition to Value Added Products
11/11/08 Vision. Marketing Strategy. Appropriate Tactics. Execution. Key Elements For Success
11/11/08 Product Promotion Price Place Marketing Mix ♦♦♦♦♦♦♦♦ Essentials of a Good Marketing Plan
11/11/08 Sales Vs Marketing Orientation A selling orientation focuses on production. A marketing orientation focuses on the customer. “The aim of marketing is to make selling superfluous.” Peter Drucker
11/11/08 Place Distribution Options – traditional channels. - Retail: club, supermarket, convenience. - Foodservice: commercial, non-commercial. Problems for the small producer. Direct marketing: provides better margins for the small producer.
11/11/08 Branding Your Products Why Brand? Brand Strategy: - Awareness - Associations - Perceived Quality - Customer Loyalty - Brand Assets Trade Dress. What is Your Brand Promise?
11/11/08 How broad or narrow is the market for my product? Does the value that I’m adding make a difference to that target market? What are the key features and benefits of my product and how can I best communicate those to my target market? Is my pricing consistent with the perceived value of the product? Where is the best place to sell my product? What is my brand and how can I give it meaning? What is your marketing budget? Key Questions to Consider
11/11/08 Marketing Budget ♦♦♦♦♦♦♦♦♦ Typical Approaches What’s left over. Percent of sales. Opportunity driven.
11/11/08 Questions? Transition to Value Added Seminar