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Course n°13

Course n°13. Market survey consumer- & industrial goods Marketing Plan Management of the marketing plan. Step 1-Assessment of product(idea)value Description of the product/idea/technology :-----------------------------------------------------------------------. threats. To be checked.

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Course n°13

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  1. Course n°13 Market survey consumer- & industrial goods Marketing Plan Management of the marketing plan

  2. Step 1-Assessment of product(idea)valueDescription of the product/idea/technology:----------------------------------------------------------------------- threats To be checked Surveillance stengths Weak. Opportunit. Marketing values -Innovation -Consumer/buyers Value -Competitors offer -Market situation -Barriers and Competitive Advantages -Market accessibil. -Resources avail. -Other factors (legal,polit.cultural) 2

  3. Step 2Market survey Consumers goods -Market segments -Positioning -Consumers target -Distribution channels/network - End consumer price

  4. MARKET SURVEYIndustrial goods Industrial product category: • 1)The product is used in the manufacturing process : ex: raw material • 2)The product belongs to the industrial equipment : ex : conveyor belt • 3)The product is integrated in the end product .ex: car bumpers,windshields • 4)The product is a consumer good used in industrial surrounding :ex detergent products,security and protection clothing

  5. Market SurveyIndustrial goods The product is integrated in the end product, it requires to be customized according to the specifications of the client. • Potential users: ex: mass production with high production rate • Industry segmentation • Target size ( concentrated, atomized) • Distribution network ( long/short channels) • Supply chain and logistics • Firm listing process :Who decides, who is the user, who is the prescriber, who is the buyer? • Competitors or substitute products • Competitive advantages of the product • Norms and quality specifications • Communication and promotional adapted means

  6. TOOLKIT 1 Market research plan: -What information is needed, why do we need it? Is it available ( time & cost) - How are we going to get it? 2 Business intelligence : accurate understanding and analyse of hidden information 3 Project management processing 6

  7. MARKETING PLANconsumers goods • Product range • Marketing policy: entry policy, supply chain, sales organization,price structure,communication • Sales estimates : listing rate, resupply • Budget estimates, ROI (possibly) • Project management plan

  8. Marketing PlanIndustrial goods • Industrial targets • Entry policy • Sales organization • Pricing policy • Budget • Estimates • Project management plan

  9. PROJECT MANAGEMENT • 1 Description of the action and expected result or goal • 2 Means and proceeding • 3 Budget • 4 Timeschedule • 5 Dedicated team

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