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Sales & Marketing Strategy: the ever changing landscape. Class Objective. Students are aware on how sales & marketing strategies change to conform to the changing world. Changes are all around us. Today, a company’s success depends on the success of its marketing.
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Class Objective • Students are aware on how sales & marketing strategies change to conform to the changing world
Socio-cultural demographic environment environments categories in which trends impacting marketing • Marketing • Political/legal environment • Ecological /physical environment • Economic environment
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
- 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-
“… now is the beginning of micromarketing as a means to reach specific customers.”
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
Mélange accessories "Nightclub Stamp"Agency: Scholz & Friends, Germany.
Pop-up Shops Illy created a store out of a crate; it unfolded on all four sides to reveal a fully furnished living room
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
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
“… when there are changes in shopper satisfaction, we need to change too.”
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.
Product placement has also expanded into branded entertainment
Diet Coke Wonder Bread Miracle Whip Virgin Mobile Lady Gaga, Telephone Music Video
Like in real life, sometimes success depends on who you know, and who you partner with
Brands need to create and execute the right type of message, beginning with “Hey, it’s all right to talk about this.”
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