The the not-for-profit sector EU Project: TRAIN CP DE-GRUNDTVIG-G1 2. Module Overview

Transcription

1 Social Professionalization Basic Modules of Marketing 2008 EU Project: TRAIN -Module CP DE-GRUNDTVIG-G1 Literacy for Teacher 1 and -Basic Training Education Communications This the Commission project has cannot been funded be held with responsible support from for any the use European which may Commission. be made This of the publication information reflects contained the views therein. only of the author, and

2 Social philosophies The the not-for-profit sector Marketing Marketing communications Advertising/Direct for social change Public Marketing Mix The Marketing Relations Promotion Communications Marketing/E-marketing Process 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 2 Module Overview

3 Target Marketing Developing Marketing The Activities for Learners Recruitment Marketing the marketing message Setting Planning Process Developing Marketing Marketing Strategy a Marketing Audit objectives Plan for your Literacy Scheme 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 3 Module Overview (contd.)

4 It s getting as close as you can to the customer and using the It s operations knowledge a Societal -Ford that process you Motor gain by Co. to which inform individuals every aspect and groups of your obtain The what they need and want through creating, offering and freely long exchanging products and services of value to others Kotler 2008 parties and role of marketing to establish, develop and commercialise EU Project: keeping term involved customer relationships, so that the objectives of the TRAIN CP DE-GRUNDTVIG-G1 of promises are met. -Gronroos This done by a mutual exchange 4 What is Marketing?

5 Needs, Products wants, demands Value, and services Exchange, satisfaction and quality Marketstransactions and relationships 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 5 Core Marketing Concepts

6 False Too marketing people wants are urges judged and too by too much what much interest they materialism own rather than possessions, what they are Cultural business at the Few expense has Social been of Goods public accused goods of over-selling (roads) private goods (cars) Too our advertisingpollution 2008 large senses are being constantly interrupted and assaulted by public Adapted Much Political Power EU Project: corporations policy TRAIN from CP DE-GRUNDTVIG-G1 in Kotler favour influencing of corporations politicians which in-turn influence 6 Marketing Impact on Society as a Whole

7 Product:Anything Service: acquisition, use of consumption that can offered satisfies to a market a want for or attention, need Market:A another which activity is essentially or benefit intangible that one and party does can not offer result to in the Customer ownership of anything services set of actual and potential buyers of a or difference 2008 using Value: The consumers assessment of the product or EU Project: a product overall between capacity value to satisfy a customer his or her gains needs. from It s owning the and TRAIN CP DE-GRUNDTVIG-G1 and the costs of obtaining that product. 7 Some Key Marketing Terms

8 51.Production Consumers concepts under which organisations conduct their marketing activities Ex s:retailers will Concept favour products that are available and highly Consumers 2.The affordable improving Product production andthat Concept airlines Ryanair management and distribution should -Lidl efficiency. therefore focus on Consumers performance energy to making will and favour features, continuous products so the that organisation offer improvements the most should quality, devote its Ex s: 3.The Ex s: 2008 it undertakes Selling Cars, certain will Concept not technology buy enough products Volvo, of an organisations Apple products Computers unless EU Project: Encyclopaedias, TRAIN CP DE-GRUNDTVIG-G1 large scale unsought selling after and promotion goods-kleeneze effort 8 Marketing Management Philosophies

9 4.The Achieving Ex s: organisational Marketing Concept goals depends on determining the needs and 5.The wants of target markets and delivering the desired satisfactionsmore The effectively Ikea, Societal and Dell, efficiently Amazon.com, Marketing than Superquinn the Concept competitors do Ex s: target and the organisation should determine the needs, wants and interestsof 2008 service consumer efficiently Body markets Shop, and than and NSPCC, society s deliver competitors public the well desired sector being a way organisations, satisfactions that maintains more adult or effectively improves literacy EU Project: TRAIN CP DE-GRUNDTVIG-G1 9 Marketing Management Philosophies

10 Difference Case between for profit and not-for-profit marketing A Social Marketing studies Body Communications Shop and The Full Stop campaign of NSPCC Ed difficult transform subject basic Jones, they but challenge Satchi the so would perceptions, rewarding & that Satchi s probably makes if then Cause done prefer social the successfully, Related not attitudes marketing to think Marketing of is communications about an that audience the all aimis on to so a 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 10 For Profit and Not-for-Profit Marketing

11 Not Abolishing child a new labour concept, slavery examples / Granting include: voting rights to women / Abolishing Anti-smoking Prevention Today s reforms, social environmental marketing campaigns reforms, educational have tended reforms, to focus economic health Clean Literacy Provide airof drug abuse 2008 EU Project: training TRAIN CP DE-GRUNDTVIG-G1 to unemployed 11 Marketing for Social Change

12 Cause a Change social objective that change agents believe will Target provide a Agent an desirable answer individual, to a social organisation problemor alliance that Channels attempts adopters individuals, to bring about a social change groups entire populations Change who which are the communication target of appeals and for distribution by social pathways marketers through 2008 attitudes the change influence Strategy the & response direction are exchanged and programme adopted by EU Project: TRAIN and agent to effect the in the target adopters CP DE-GRUNDTVIG-G1 behaviour 12 The Challenge of social change campaigns

13 The Functions of Marketing -4 P s Marketing Mix Product Price 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 13 Promotion Place

14 The Functions of Marketing -7P s Marketing Mix Product Price 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 14 Processes Promotion People Place Physical evidence

15 Product/Service What Intangible An tangible: will be physical sold? good What idea (political -a service parties, charities) Features Benefits the products themselves do for customers are is more important than what 2008 EU Project: TRAIN of of products (how work) less important than CP DE-GRUNDTVIG-G1 (what they do) 15 The Marketing Mix The 4 P s

16 Price The price of a Product/Service will depend on many different factors: The cost competitors size value and of the production nature customer price of the puts target on the market product 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 16 The Marketing Mix The 4 P s

17 Promotion or is communications the activities an organisation uses to tell its market Personal about them. its The products/services tools of promotion and are to called persuade the promotion people to buy mix and Advertising include: Public Sales selling Direct 2008 EU Project: Promotion Relations and TRAIN on-line CP DE-GRUNDTVIG-G1 marketing 17 The Marketing Mix The 4 P s

18 Place or distribution For buymeans making your product/service easy for customers to Ex s: delivered services on-line, it help-desk, means where on-site, and hours how the of business service will be 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 18 The Marketing Mix The 4 P s

19 7 People For P for services: Who services this is one of the most important elements of your How marketing mix Can is delivering the service? 2008 excellent product/service? satisfactory much do they know about the customers? EU Project: you TRAIN think product because CP DE-GRUNDTVIG-G1 of any or service of examples people? but of your a company experience that was has not an 19 Marketing Mix The 7 P s

20 Physical Surroundings evidence where the service is being delivered. What How Processes impact this has on the marketing message quality the etc. service is being delivered, issues include consistency, 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 20 Marketing Mix The 7 P s

21 The Marketing Mix/ The Promotion Mix Direct specific mix of advertising, personal selling, sales directly pursue promotion Marketing its with marketing and customers public using objectives Kotler relations (mail, non-personal telephone, that an tools organisation to communicate etc) uses to 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 21 The Promotion Mix

22 Who What alsois are resources your your target objectives? are audience? available to you? 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 22 Your Marketing Mix Before you decide on what your marketing mix will be you need to think about:

23 Elements of our Marketing Mix Advertising Paid form of nonpersonal promotion Personal Selling Oral presentation Direct Marketing 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 23 Using non-personal tools to communicate Public Relations Structured, planned programmes to Manage organisation and product/service image Sales Promotion Short term incentives to Increase sales

24 Marketing strategy marketing developing communications Position and maintaining and target mix/promotion market a communications strategy strategy mix is about 2008 communicates inform, Promotion persuade, remind EU Project: TRAIN CP DE-GRUNDTVIG-G1 benefits complicated and what process a product can/cannot do 24 Social Marketing Communications

25 Elements in the Communications Process Source encodes message Message Message Channel Receiver decodes message 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 25 Noise Feedback

26 need desired to known what audiences they wish to reach and response must to messages develop feedback channels to assess audiences response must decode(especially literacy be good at encoding messages that target audience can 2008 EU Project: send learners) for difficult to reach audiences such as TRAIN messages CP DE-GRUNDTVIG-G1 through media that reach target audiences 26 Key Factors in Good Communication

27 Awareness know Interest focus about service; Desire move gain / fear of loss on a relevance question; to target audience / personal Action / provide -facilitate a to clear / action; encourage course andof response action. deadline phone, fax 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 27 The AIDA concept

28 Identify determine design target audience select objective establish communication strategies decide message measure the channels manage the promotion budgetmix 2008 EU Project: TRAIN and the results CP DE-GRUNDTVIG-G1 co-ordinate the process 28 The Marketing Communications Process

29 1 Identify target audience Step 23 Determining Designing (buyer the communication objectives readiness stages) (rational, a content emotional, messagemoral appeal) 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 Message type, (headline, argument structure format illustration, order) (draw copy conclusions, and colour) argument 29 Developing effective Communication

30 4 Choosing media Step 56 Selecting Collecting the feedback message source 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 30 Developing effective Communication

31 Advertising:reach Personal impersonal and expensive many buyers, repeat message many times, Sales expensive selling: promotional personal tool interaction, relationship building, most Public promotion: rewards, quick response, efforts short lived Direct product, relations: 2008 EU Project: Marketing: under-utilised very believable, dramatise a company or TRAIN CP DE-GRUNDTVIG-G1 non-public, immediate, customised, interactive 31 Setting the Promotion Mix

32 Measuring Refer Internal specific to statistics objectives results: co-ordination Managing research involvedthe process necessary due to complexity and number of tools 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 32 Measuring Results Managing the Process

33 Informal local marketing activity networks local media advice centres educational establishments 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 33 local community groups displays noticeboards events local websites local newsletters text

34 Article: Brochures, Kohrig participating Recruitment in literacy issues and adult for adults basic who education are not programmes. currently Posters Store flierswindow pamphlets, Displaysbooks, Newspaper Bulletin Inserts boards Mailers Displays, feature articles advertising and Direct 2008 EU Project: Mailings TRAIN CP DE-GRUNDTVIG-G1 Newsletters Outdoor Radio billboards Community messages advertising, exhibits Events and signs, booths 34 Most commonly used Marketing Tools

35 Contests Student Organize Distribute for Video group recruitment night or open house Placemats a march for literacy Bookmarkers booklets targeting mothers, workers, farmers Advertisements display supermarkets On-site in restaurant Calendars in local libraries Carrier in welfare checks 2008 EU Project: bags workplace education TRAIN CP DE-GRUNDTVIG-G1 35 Other Ideas for Learners Recruitment

36 The formal Marketing plan is the and anticipating processfuture events Marketing aligning resourcesto Plan meet marketing needs 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 36

37 formal process: anticipating plan process related and is to other a corporate written future functions document events: plan, output used to of inform marketing both planning the corporate aligning the current changes process marketing resources has a future environment to meet orientation, objectives: and assumptions involving a full of future audit of the 2008 objectives developing marketing activities implementing are objectives. determined Focuses and resources parts of the allocated organisation to deliver involved the EU Project: TRAIN strategies CP DE-GRUNDTVIG-G1 the plan which towards are coherent meeting and objectives consistent and with the 37 The Marketing Plan

38 Maintains Ensuresall message in awareness the audiences eye; level and keeps the organisation s The possible SMC opportunities are identified; Ensures full potential of each SMC opportunities will be developed; Avoids 2008 with EU Project: their information effective use vacuums of resources;and developing which the media can fill TRAIN own CP DE-GRUNDTVIG-G1 agenda; 38 Why develop a SMC plan & strategy?

39 Research-what Typical approach taken to developing an SMCStrategy: Assess and have done; was the has result. SMC Examine activity what been related done in organisations the past, why Identify current socio-political climate; Define change 2008 SMC. their exactly who do you want to inform, educate and EU Project: what perception; and TRAIN CP DE-GRUNDTVIG-G1 is your organisation trying to achieve through 39 SMC plan & strategy

40 message-identify target audience-who that the organisationwant the exact do the objectives organisationwant to transmit; and thereby to the reach and medium-by politicians, influence?segment civil servants, the audience business, into the target community, groups community e.g. letters, target groups; audiences public andmeetings? what e.g. means media do coverage, we reach newsletter, and influence lobbying, these 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 40 SMC plan & strategy (contd.)

41 Analysis: Previous SMC Compare audit; Previous activity ; Strengths, needs with (audience similar organisations; perception & knowledge); Future PESTLE SMC analysis goals; weaknesses Goals. analysis, opportunities and threats; and 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 41 SMC plan & strategy (contd.)

42 The Marketing Planning Process 1. The marketing audit 2. Setting marketing objectives 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G Setting marketing strategy 4. Marketing programmes 5. Implementation, evaluation and control

43 Stage Comprises factors 1: which The an are external marketing not under audit audit the -where direct we control consider of the external And market future organisation but which will have an influence or impact on organisation sales opportunities) internal or profits. relation audit which (Could to the assesses cover marketing new the legislation opportunities competencies or new of the 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 43 The Marketing Planning Process

44 Stage These 2: Setting the Marketing Objectives SMART: and objectives should be line with organisational strategy Specific, time bound. measurable, achievable, realistic, 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 44 The Marketing Planning Process

45 Set Ideally, 3 marketing objectives for your literacy programmes: How assignment. choose ones you would like to work through in your Working will in you pairs, measure check success/ that each failure? objective is SMART 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 45 The Marketing Planning Process

46 Stage Sets Includes out 3: how Set the marketing marketing strategy plan will be delivered. physical strategies marketing (product, evidence) defining price, to mix be of promotion, used the target 7 for p s. market, each distribution, target type market of people, customer using process and the details and 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 46 The Marketing Planning Process

47 Stage 3: target Set marketing strategy (contd.) The Defining Marketing customer Planning segments Process Developing a positioning strategy for each segment 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 47

48 Stage Once then a positioning marketing 4: Marketing strategy programme programmes has is been designed set out to for meet each the segment marketing 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 48 The objectives Marketing Planning Process

49 Stage Marketing 4: contd. What programmes use the marketing mix (4 p s) Questions that need to be addressed: How needs to be undertaken (targets, tasks, support When structures) much should will it it be it be cost? done? 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 49 The Marketing Planning Process

50 Stage Decide 5: what Implementation, measures will be evaluation used to monitor and progress control The How Marketing will the plan Planning be evaluated? Process What control systems will be used? 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 50

51 Need How to consider: What Who you will will kind be will you of responsible monitor contingencies do if your progress for objectives can monitoring you are put not the in place? being plan s met? progress 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 51 Your Marketing Plan

52 Your Go plan should be for a 12 month period If have to you use though covered have in your the marketing each plan Marketing area you materials can Planning include already Process them produced in slide your to project that ensure you you want 2008 EU Project: TRAIN CP DE-GRUNDTVIG-G1 52 Your Marketing Plan