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11/11/08 Developing a Successful Marketing Strategy and Plan Transition to Value Added Products.

Published byRhiannon Lowther Modified over 9 years ago

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Presentation on theme: "11/11/08 Developing a Successful Marketing Strategy and Plan Transition to Value Added Products."— Presentation transcript:

1 11/11/08 Developing a Successful Marketing Strategy and Plan Transition to Value Added Products

2 11/11/08 Vision. Marketing Strategy. Appropriate Tactics. Execution. Key Elements For Success

3 11/11/08 Product Promotion Price Place Marketing Mix ♦♦♦♦♦♦♦♦ Essentials of a Good Marketing Plan

4 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

5 11/11/08 Market Analysis ♦♦♦♦♦ Selecting Your Product and Market Demographic Trends. Consumer Trends. Dining/Food Trends. Economic Trends. Competitive Review. Research.

6 11/11/08 Basic commodity. Adding value. Enhanced product. Commodity Processing Service, Packaging, Branding, etc. What is a Product? ♦♦♦♦♦♦ Adding Value

7 11/11/08 Bad Strategic Approach

8 11/11/08 Promotions  Communicating with Your Market Advertising Sales Promotion Public Relations Selling Strategy Direct Marketing Media

9 11/11/08 Price Cost analysis. Competitor surveys. Product positioning. Pricing strategy.

10 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 11/11/08 Branding Your Products Why Brand? Brand Strategy: - Awareness - Associations - Perceived Quality - Customer Loyalty - Brand Assets Trade Dress. What is Your Brand Promise?

12 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

13 11/11/08 Marketing Budget ♦♦♦♦♦♦♦♦♦ Typical Approaches What’s left over. Percent of sales. Opportunity driven.

14 11/11/08 Questions? Transition to Value Added Seminar

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