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Sales & Marketing Strategy: the ever changing landscape

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  1. Sales & Marketing Strategy: the ever changing landscape

  2. Class Objective • Students are aware on how sales & marketing strategies change to conform to the changing world

  3. Changes are all around us

  4. Today, a company’s success depends on the success of its marketing

  5. Socio-cultural demographic environment environments categories in which trends impacting marketing • Marketing • Political/legal environment • Ecological /physical environment • Economic environment

  6. Ability to reach consumers directly • Increased competition with increased globalization • Changing customers • Changing population • Marketing • easier and cheaper transportation, shipping, communication • Industry convergence • The rise of private brands • Marketing intelligence through technology • New government regulation

  7. Updating BMC according to Forces

  8. - Competitive analysis - - Foresight - - Market analysis - Regulatory trends Societal and cultural trends Socioeconomic trends technology trends Key Trends Suppliers and other value chain actors Market segments Needs & demands stakeholders market forces Industry forces Competitor (incumbent) Market issues New entrants (insurgents) Switching cost Macro economic forces Substitute products and services Revenue attractiveness Global market conditions Economic infrastructure Capital markets Commodities and other resources -macroeconomics-

  9. TRENDS…

  10. “… now is the beginning of micromarketing as a means to reach specific customers.”

  11. Micromarketing • Micromarketing looks at society as smaller clusters rather than mass demographics. • They often focus on interest-based marketing. • Sometimes uses highly targeted and unusual approaches

  12. Mélange accessories "Nightclub Stamp"Agency: Scholz & Friends, Germany.

  13. Pop-up Shops Illy created a store out of a crate; it unfolded on all four sides to reveal a fully furnished living room

  14. There is a shift in retail from physical to experiential

  15. Retail stores are becoming places that manage customer relationships, form and maintain brand awareness, allow for exciting opportunities for up-selling, cross-selling, rediscovery and consumer bonding

  16. The interior was decorated with 154 pairs of pantyhose. Arnsdorf, a small fashion brand in Melbourne, opened a three-day store designed by Edwards Moore

  17. “… when there are changes in shopper satisfaction, we need to change too.”

  18. ClubeAmostra Gratis (Free Sample Club), was launched in May in Sao Paulo, groups more than 200 different products and about 130 companies. To date, it has more than 14,000 customers, who have to pay an annual fee of 50 reais ($28) to register.

  19. Magazine publishers are now seeing their titles as brands to be marketed

  20. Elle, Ipad apps

  21. Cosmopolitan, Bikini Bash

  22. Technology insert itself to modern marketing integration tools

  23. Local Motors, Arizona

  24. Product placement has also expanded into branded entertainment

  25. Diet Coke Wonder Bread Miracle Whip Virgin Mobile Lady Gaga, Telephone Music Video

  26. The Rookie, webisodes (Unilever Degree deodorant)

  27. Like in real life, sometimes success depends on who you know, and who you partner with

  28. Kellogg’s + Food Network Challenge

  29. More sophisticated audiences mean fewer filters on content

  30. Dove Real Beauty Campaign

  31. Brands need to create and execute the right type of message, beginning with “Hey, it’s all right to talk about this.”

  32. Kotek, Project Makeunder

  33. Customer Interaction • Today’s marketers encourage a higher level of involvement and interaction with their brands. • Crowdsourcing allows consumers to help create and design products, often saving companies lots of money on design salaries. • Mass-customization allows everyone the opportunity to help create their own products

  34. So, what will your strategy be?