Agenda for Today. 1. Introduction. 2. Marketing and Its Role in Society. 3. Non-traditional Marketing: Place Marketing

Transcription

1 Agenda for Today 1. Introduction 2. Marketing and Its Role in Society 3. Non-traditional Marketing: Place Marketing 4. Marketing Planning Techniques I. SWOT Analysis II. Product, Promotion, Price and Physical distribution 1

2 o Brief Introduction Introduction o Interactive Session o Participate to Win Prizes! 2

3 A Definition of Marketing o An organizational function and a set of processes for: o Creating, communicating, and delivering value to customers o Managing customer relationships in ways that benefit the organization and its stakeholders 3

4 Marketing Activities Activities marketers perform to create customers: o Identifying customer needs o Designing products/services to meet those needs o Communicating information o Making the products available when and where customers want them o Pricing merchandise and services 4

5 Nontraditional Marketing Copyright 2016 by Nelson Education Ltd. 5

6 Place Marketing Focus on marketing places as tourist attractions, business locations, attracting talents, etc. Business objective for your project o How will your idea increase the level of interest amongst international graduates to remain in Hamilton at the completion of their studies? By how much? 6

7 Examples of Place (Tourism) Marketing

8 Examples of Place (Tourism) Marketing There are no accidental tourists in Newfoundland. This stunning tourism campaign pulls visitors year after year. (Image Source: newfoundlandandlabrador.com)

9 Examples of Place (Tourism) Marketing This beautiful B.C. campaign has been running since the 1970s. (Image Source: hellobc.com)

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11 Elements of a Marketing Strategy Copyright 2016 by Nelson Education Ltd. 11

12 Segmentation and Alignment 1. Understanding of the group s characteristics (age, gender, geographic location,) plays a vital role in developing strategies 2. Four common bases for segmenting markets: geographic, demographic, psychographic, and product-related segmentation 3. How are you going to segment the target market? 12

13 External dimensions that affect marketing mix: o Competitive The Marketing Environment o Political-legal o Economic o Technological o Social-cultural Copyright 2016 by Nelson Education Ltd. 13

14 Competitive Research o Who are Hamilton s potential competitors? o What strategies do its competitors use that are successful? o Analyze strategies, which through research, you see as successful. 14

15 SWOT Analysis Copyright 2016 by Nelson Education Ltd. 15

16 SWOT Analysis Helps planners compare internal organizational strengths and weaknesses with external opportunities and threats 16

17 Marketing Mix Variables To fit the needs and preferences of a target market o Product o Distribution o Promotion o Pricing 17

18 Marketing Strategy How will you be able to connect with the targeted demographic? o Through advertising? o Through social media? o Through the creation of relationships or education? 18

19 Product Strategy o Deciding what goods or services the firm should offer to a group of consumers o a process whereby local activities relate as closely as possible to the demands of target customers ( ) to maximize the efficient social and economic functioning of the area concerned, in accordance with whatever wider goals have been established (Ashworth and Voogd, 1990, p.11) For your project o Think about key selling ideas o What features/benefits of the City of Hamilton do you plan to use to engage the target market? 19

20 Distribution Strategy o Products/Services in proper quantities at the right times and places o Involves modes of transportation, warehousing, inventory control, order processing, and selection of marketing channels o Not much of a relevance for HSBS project Copyright 2016 by Nelson Education Ltd. 20

21 Promotion Strategy o Communication link between sellers and buyers o Integrated marketing communications (IMC) Communication Objectives for your project: o What is the overall communication goal of this campaign? o How are you going to communicate with postsecondary students to create an interest in residing in Hamilton? Copyright 2016 by Nelson Education Ltd. 21

22 Pricing Strategy A good pricing strategy: o Creates value for customers o Builds and strengthens customer relationships with a firm and its products Copyright 2016 by Nelson Education Ltd. 22

23 Parting Thoughts o Understand Project Objectives Thoroughly o Research Effectively o Apply Marketing Techniques o Communicate Clearly and Persuasively o Be Creative and Have Fun 23