1. 1 Marketing “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.”

2. 2 Marketing Orientated Listen & understand Put customer first Target…focus Plan change and innovation

3. 3 Marketing Levels Functional Corporate Business Operational

4. 4 Marketing Process Customer Acquisition Customer Retention Profit or Other Result Market Segmentation Target Market Selection Product & Service Positioning Sustaining Value Creating Value IdentifyingV alue Marketing Analysis CompanyCustomerContext CompetitionCollaboration Product/ServicePlace Promotion Price Marketing Mix – The 4 P’s

5. 5 Hierarchy of Plans Operational Plans Corporate Plan Business Plan Functional Plans Marketing Plans

6. 6 Marketing Planning Assumptions SWOT Analysis Marketing Audit Input Marketing Objectives Marketing Strategies Objectives Operations Programmes Monitoring Control

7. 7 Marketing Audit Internal External

8. 8 STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Factors Internal to the Organisation Factors External to the Organisation SWOT

9. 9 Good Strategies More efficient, less cost, quicker Strong relationships, thorough knowledge, solution-based Operational Excellence Customer Intimacy Product/Service Leadership State-of-the-art, creative, risk taking

10. 10 Marketing Objectives Draw on SWOT Set marketing objectives around Markets Products Sales Profit Specific, Measurable, Agreed, Relevant, Timebound, Extending, Rewarding S.M.A.R.T.E.R.

11. 11 Marketing Audit Internal External Providing context Raising issues and challenges Stakeholder analysis

12. 12 Marketing Audit Strengths Weaknesses External Internal  Opportunities  Threats

13. 13 Marketing Research List information needed Identify sources (secondary and primary) Choose most appropriate method Time Cost Effectiveness Action Plan (W3)

14. 14 Marketing Research List Information Source Action Plan

15. 15 Market Research Desk Research Field or Primary Research Observation Consultation Focus Groups Delphi Technique Information Needed Customer Needs & Wants PEST Trends Competition Best practice Funding required Performance History Income Generated Variable Costs Fixed Costs Surplus/Deficit per Service Activity Levels Income per Employee Environmental Issues Marketing Spend Marketing Effectiveness

16. 16 Market Research ISSUES/ELEMENTS DEMOGRAPHY 'Population 'Age structure 'Distribution and Settlement Patterns 'Changes/immigration SOURCES OF INFORMATION 'NI Census 1991 and 2001 'NISRA (www.nisra.gov.uk) ECONOMY 'Sector Information 'Labour Forced/Unemployment/Skills 'Invest NI 'DCAL/Arts Council SOCIAL/COMMUNITY 'Planning 'Housing 'Education 'Health and Social Services 'Deprivation 'Office for National Statistics 'www.detini.gov.uk 'www.economicstatistics-ni.gov.uk 'www.dardni.gov.uk 'www.nitb.com/tourismfacts/Default.htm 'www.dcalni.gov.uk 'www.artscouncil-ni.org/ 'Trade Bodies/Institutes 'Noble Index 'District Housing Plan (NIHE) 'House Condition Survey (NIHE) 'HPSS Trust Strategy and Annual Report 'Director of Public Health Annual Report (HSSB) 'www.deni.gov.uk/facts_figures/index.htm

17. 17 Make Assumptions… Facts and figures but…make assumptions Restrict to the critical few Use Best Guess/’Guestimate’ Necessary for informed decisions

18. 18 PEST Political Economic Technological Social

19. 19 PESTLE POLITICAL ECONOMIC SOCIAL TECHNICAL LEGAL ENVIRONMENTAL

20. 20 STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Factors Internal to the Organisation Factors External to the Organisation SWOT

21. 21 30 Robust Analysis 271 Miles If you folded an A4 Sheet 32 times, how thick would it be?

22. 22 “Operational effectiveness means you’re running the same race faster. But strategy is choosing to run a different race because it’s the one you’ve set yourself up to win”. Michael Porter Strategy

23. 23 Ansoff’s Matrix Current Markets New Markets Market Penetration Market Development Product Development Diversification Current Products New Products

24. 24 Existing Products New Products Product/Market Expansion Grid Market Penetration Market penetration is a strategy of increasing your share of existing markets. This might be achieved by raising customers’ awareness of products and services or finding new customers. Product Development Product development is a strategy for enhancing benefits you deliver to customers by improving existing products and services or developing new ones. Market Development Market development is a strategy of finding and entering new markets with current product or service range. The new market could be a new region, a new country or a new segment of the market. Diversification Diversification is a strategy that usually carries high costs and high risks. It often requires organisations to adopt new ways of doing business and so has consequences far beyond simply offering new products/services in a new market. It is therefore usually a strategy to be adopted when other options are not feasible. Adapted from Ansoff I. (1968) New Markets Existing Markets

25. 25 Boston Box Relative Market Growth Rate Stars Cash Cows Question Marks Dogs Relative Market Share + + - -

26. 26 Attractive Unattractive StrongAverageWeak Average MARKET PROSPECTS Leader/ Growth Leader Try harder Double or quit Growth/ custodial: Proceed with care Disinvest Cash generator Phased withdrawal Phased withdrawal BUSINESS POSITION Directional Policy Matrix

27. 27 Cost|Focus|Differentiation Focus DifferentiationLow Cost

28. 28 Scenarios What if …? A visioning-type exercise Informed speculation … not prediction Aim for four scenarios Strategic issues Key assumptions Implications Plan on one (or more) scenario

29. 29 Red Ocean Compete in existing markets Beat the competition Exploit existing demand Make the value-cost trade-off Align the organisation to differentiation and low cost Create uncontested market space Make the competition irrelevant Create and capture new demand Break the value-cost trade-off Align the organisation to differentiation and low cost Blue Ocean Kim, Chan W., and Mauborgne, Renee (2005) Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant Boston, Harvard Business School Press.

30. 30 Reduce Which factors should be reduced well below the industry standard? Create Which factors should be created that the industry has never offered? Eliminate Which of the factors the industry takes for granted should be eliminated? Raise Which factors should be raised well above the industry standard? A New Value Curve The Four Actions Framework Reduce Cost Raise Demand Particularly eliminate and create to make the existing rules of competition irrelevant and move beyond competition onto new space…

31. 31 Six principles Formulation Reconstruct market boundaries Focus on the big picture, not the numbers Reach beyond existing demand Get the strategic sequence right Execution Overcome key organisational hurdles Build execution into strategy Kim, Chan W., and Mauborgne, Renee (2005) Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant Boston, Harvard Business School Press.

32. 32 Strategy Canvas and Value Curve Price Marketing Quality New Factors Prestige Factors Low High New Factors Blue Ocean Red Ocean

33. 33 Marketing Mix Product Price Promotion Place People Process Physical Evidence Stealth Marketing?