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Marketing Toolbox PowerPoint Template

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Published by igodigital, 2017-02-09 06:10:10

Marketing Toolbox

Marketing Toolbox PowerPoint Template

Keywords: Marketing, Toolbox,PowerPoint,Template

Chance-Risk-Analysis

Chances and Risks with possible development outside the company and their influence on marketing strategy
and business planning

Opportunities Threats

new product development in own company development of a new product by the competitor

own innovations innovations of the competitor
development of new competitors
new target groups and buyer levels development of new competitive suppliers in other countries
opening new markets in other countries development of over-production
increasing demand weakening of the overall economy
recovery of the overall economy limited measures and legislative processes
loosening or changing of relevant laws exchange rate losses on foreign markets through negative changes of the exchange rate
currency exchange revenues on foreign markets through positive change of
exchange rates technological development / change of base technologies

Strength and Weaknesses Analysis

Analysis of internal Company Resources

1 2 3 4

Evaluation Criteria Evaluation Process Rating Evaluation

 Identification of companies specific  Weighting of evaluation criteria  Identification of all participants  Discussion about positive
success factors (optional)  Evaluation of criteria in relation to and negative outlier values

 Derivation of evaluation criteria  Determination of evaluation scale competitors  Derivation of significant
strength and weaknesses

 Creating improvement suggestions
 Creating measures catalogue

Strength and Weaknesses Analysis

Analysis of internal Company Resources

Sector Success Factor Relevance Notes

Range of service 12345
Pricing
Marketing and Sales Image
Market share
Market growth
Sales development
Distribution
Sales network
Advertising
Complaint management
Adherence to schedules
Customer structure
Order processing
Sensitivity to economic situations
Customer service
Market cultivation
Sales representatives
Market research
Sales planning
Customer loyalty

Strength and Weaknesses Analysis

Analysis of internal Company Resources

Weighting Evaluation

Success Factors low medium high poor neutral good Notes

… 9876543210123456789










Just move spheres Just move spheres
depending on depending on

characteristics to left/right characteristics to left/right

SWOT Analysis Weaknesses External Analysis
Threats
Enter your subheadline here
Strengths

Opportunities

SWOT Analysis

Aggregation to SWOT-Portfolio

1 Corporate identification? Strengths and weaknesses

2 Corporate external identify opportunities and risks
3 Figure of a combined portfolio
4 Derivation of standard strategies

SWOT Analysis

Placeholder for your own sub headline

SWOT - Internal analysis
Analysis
Strenghts Weaknesses

External analysis Opportunities Strategic Objective for S-O: Strategic Objective for W-O:
Pursuit of new opportunities that Eliminate weaknesses to exploit
fit well the strength the company
new opportunities.

Threats Strategic Objective for S-T: Strategic Objective for W-T:
Strengths are used to ward off threats. Develop defense strategies for existing weaknesses

to avoid that they turn into targets for threats.

SWOT Analysis

Placeholder for your own sub headline

Internal Strengths Weaknesses
Factors
 What do you do particularly well?  What do you dislike doing?
 Do you have gaps in resources, personnel or expertise ?
 What is your company’s USP?
 What do your customers/clients/patrons ask for you to do over and

over again?
 Which tools and resources are available to you?

External Opportunities Threats
Factors
 Are there new situations coming down the road that you can take  Who is your competition and what do they offer that you can’t do as
advantage of (new programs being offered, new faculty joining the well or at all?
department, new tools available to you)?
 Are there external harmful effects?
 Are there gaps in the “market” that you can fill?
 What other obstacles are being put in your way?
 Are there partnerships that might be fruitful?

SWOT Analysis SO  Environmental analysis
WT  Audience analysis
Possible input sources  Competitor analysis
 Substitution analysis
 ABC-analysis  Stakeholder analysis
 Life cycle analysis  Benchmarking
 Experience curve analysis  Industry Structure analysis
 Cost analysis
 Satisfaction analysis
 Corporate Culture analysis
 Core analysis
 7-S model
 Value Chain analysis
 Market growth / market share portfolio analysis
 Industries attractiveness - / Competition strenght –

Portfolio analysis
 Other Portfolio analysis
 Strengths and weaknesses analysis

Gap Analysis

Revenue targets and their development in the course of time

Target value i.e. revenue Strategic gap

Development limit New business

Core business Potential Operative gap
core business
Present
Planning horizon time

ABC-AnalysisTurnover / Value in %

ABC Analysis is methodology that gives a quick and simple review of assortments of products in retail,
wholesale or manufacturing businesses

100%

80% B C

A60%

40%

20%

Range of Products / Quantity in %

0%
0% 20% 40% 60% 80% 100%

ABC-Analysis

Placeholder for your own subheadline

No. Percent Customer Sales 2010 Cumulated
Customer (in Dollar) Sales

1 5% Placeholder 100,000 16,4%
95,000 31,9%
2 10% Placeholder 90,000 46,7%
85,000 60,6%
3 15% Placeholder 30,000 82,3%
300 100%
4 20% Placeholder
610,400
5 50% Placeholder

6 100% Placeholder

Quality and Price Positioning

Relative positioning of different product categories

Relative quality high No-names Trademarks Brand article

low low Relative price high

Seller / Buyer's Market - Features

Comparison and limits of the characteristics of the seller and buyer's market

Features Activities of supplier Activities of demander

Economic Seller‘s Market Buyer‘s Market
development stage
Austerity economy Affluent societies
Ratio of supply
and demand Demand> Supply Supply> Demand

Bottleneck area (Excess demand) (Surplus)
of company Demand exceeds suppliers Providers more active than buyers

Primary efforts Procurement and / or production Turnover
of company
Rational extension of procurement and production Call for demand and creation of own preferences
capacity

Market Attractiveness - Competitive Advantage Portfolio 1/3

Analysis of portfolio categories according to the criteria lists

Evaluation of market attractiveness

Criteria Weigh. Coefficients Index Criteria Weigh. Coefficients Index
0 0,1 0,2…0,8 0,9 1 0 0,1 0,2…0,8 0,9 1
1. Market growth 3. Energy / Supply
2. Market quality - Susceptible to faults 1,0

- Profitability of the branch - Impairment of econcomy
- Tolerance for price policy - Existence of alternatives
- Technological level
- Protectability of know how 4. Environment situation
- Intensity of investments
- Intensity / structure of competition - Economic dependency
- Number / structure of potential consumer - Inflation effects
- Entry barriers - Dependency on legislation
- Distribution requirements - Dependency on public
- Variability of competition conditions - Risk of public interference
- Substitution possibilities - Environmental pollution
TOTAL

Market Attractiveness - Competitive Advantage Portfolio 2/3

Analysis of portfolio categories according to the criteria lists

Evaluation of market attractiveness

Criteria Weigh. Coefficients Index Criteria Weigh. Coefficients Index
0 0,1 0,2…0,8 0,9 1 0 0,1 0,2…0,8 0,9 1
1. Rel. market position - Pot. increase of productivity 1,0
- Environmental friendly production
- Market share -Delivery conditions
- Size and financial power - Sustain market share with given supply conditions
- Growth rate - Cost situation with energy and raw material supply
- Profitability
- Risk 3. Relative R&D potential
- Market potential
- Status of research
2. Rel. product potential - Development compared to market position
- Innovation potential
- Process efficiency
- Cost advantage 4. Rel. employee qualification
- Innovation ability
- License relations - Professionalism and culture
- Adaptability - Innovation climate
Total

Market Attractiveness - Competition Advantage Portfolio 3/3

Display of portfolio graphic according to results of prior criteria lists

low medium highMarket attractiveness Investment and
growths strategies
A low medium high
Selective strategies
B
Strategies of disinvestment
C and off-siphoning

Relative competition advantage

Market Segmentation

Different types and levels of market segmentation

Undifferentiated marketing Differentiated marketing Segmentation Micro marketing

Concentrates marketing Individual marketing

Mass Product variety Segment Niche It’s the highest degree of
marketing marketing marketing marketing segmentation and external opposite
to mass marketing.
Products, distribution and Prices, distribution and High degree of market coverage High specialization and concentration
advertisements are designed the advertisement measures are serves multiple or many different sub on special sub markets or clearly Segmentation of market down to the
same for all customers. developed for different target markets. defined customer groups. individual customer by increasing
groups. individualization tendency and
Difference between separate Further sub divisions: Niche providers are highly specialized technical progress.
segments are being ignored and the Orientation according to target and pursuit a secure market position
market is served with one offer. groups creates better approaches for 1. Concentration on one segment in procurement. Customized mass production
the determination of market only (Mass customization /
chances. 2. Selective specialization One-to-One-marketing)
3. Product specification
4. Market specialization
5. Complete segment coverage

Broad target group approach Narrow target group approach

Segmenting-Targeting-Positioning (STP-Model)

Three steps to target group oriented marketing

Market segmentation Target market determination Positioning

1 Determination of segmentation Development of assesment guidelines for the Development of a lasting competition position
variables / segmentation of market determination of attractiveness. Finally the and determination of tasks and performance
2 Development of resulted selection and concentration on one or more
segment profile program for selected target segments.
segments.
Zoning of market in clear
defined target groups / Customer groups with 3 Estimation of attractiveness
of each Segment
own products and marketing-mix. 4 Selection of target segments
5 Development of possible
positioning concepts
6 Selection and communication
of positioning concept

Time

Segmenting-Targeting-Positioning (STP-Model)

Three steps in the process of market segmentation

Segmentation Targeting Positionierung

 Determination of segment variables  Analysis and estimation of  Designing of a possible
 Definition and segmentation of the market attractiveness of each segment positioning concept
 Development and description of resulting
 Selection of target segments  Selection and communication of
segment profiles positioning concept

Customer Segmentation Feature A

Differentiation and description of target groups Feature B

Customer segment X Individual

Characteristics:
…
…
…
Core motive:

Customer segment Y

Characteristics :
…
…
…
Core motive:

Customer segment Z

Characteristics :
…
…
…
Core motive:

Sinus- Milieus (Example in Germany 2010)

Grouping of people who are similar in terms of lifestyle, views and conception of life

upper-class/ upper established liberal performer Expeditiv
middle class conservatives intellectual 7% 6%

middle class 10 % 7% adaptive
pragmatically
lower middle class traditional socioenvironmental
/ lower class 15 % 7% 9%

bourgeois middle hedonistic
class 15 %
14 %
Traditional values, fullfilment of duty, New orientation, multiple options,
order precarious experimentation, living in paradoxes
9%

Modernization, individualization,
self-realization, pleasure

Target Groups according to EuroSocioStyles

Characterization according to GfK

No: Type Characteristics

1 Go-Ahead-Fellows ambitious, young, tolerant, crazy, success oriented
2 Free-Thinkers in the 40’s, disappointed intellectuals, skeptics, family oriented
3 Reformers active families, pro-European, optimistic, progressive
4 Stabilizers in their 50s, longing back for traditional norms
5 Pilots dynamic 40’s, economically and socially engaged
6 Censors career disappointed, question the materialism
7 Eldest conservative notabilities, criticize too much individualism
8 Isolated older, isolated city-dweller, puritan and passive
9 Guardians country-folks without hope, conformist, prejudice
10 Preservers reserved traditionalists, abstentious, anti- European
11 Gamblers young, single originated from common people, material hedonists
12 Bonvivants modern young, boastful, hedonistic, materialistic
13 Easy-Going young people, searching for money and success
14 Safety-Oriented disappointed, from common people, suspicious, uninvolved
15 Unapproachables hardened cocooner´s, conservative till reactionary

Market Entry Barriers

Institutional and behavior dependent market entry barriers

Market entry barriers

Institutional market entry barriers Behavior-dependent market
entry barriers

Tariff barriers Non-tariff barriers Market side barriers Company side barriers

Tolls Import quotes Demand behavior Information availability

Capital flows limitations Language / culture Psychological distance
of management

Minimum /maximum prices Distribution systems

Local content regulations Administrative
constraints

Norms / standards

Self limitations

Values and Lifestyles (VALS)

System of consumer lifestyle-typology

VALS Typology

Values and Lifestyles (VALS)

Extroverts Notleidende Introverts

Achievers Sustainers Socially-Conscious
Emulators Survivors Experimentals
Belongers I-am-me´s

Competitive Advantage

Representation of the thre influencial factors customers, organization and competition

Expectation on the
product and benefit

Competitive
advantage

Market Research - Process Scheme

Separation of market research process in five phases

Definition Phase Data Collection Phase DockumentationsP-hase
Pprhesaesnetation of results
Problem definition and
development of survey RPreässeeanrtcahtiroenpodretrdEisrgtreibbuntisesre
targets Topic of research Forschungsbericht Verteiler

D1 D2 D3 D4 D5

Designphase Data analysis phase Marketing

Fixation of target groups Evaluation of data decision
Selection of research methods Interpretation
and instruments Prognosis Recommendations
Organization (time/cost) that influence
Sources for data decisions

Sales Orientation vs. Marketing Orientation

Comparison

The sales orientation Main focus on Measure Target

Initial point profit through
high revenue
existing existing advertisement,
production products sales promotions Target

The marketing orientation Main focus on Measure long term profit expectation
through sustainable satisfaction
Initial point actual customer integrated
requirements marketing approach of customers
the markets

Competition Strategies

Differentiation between cost leadership, time leadership and quality leadership

Cost leadership Time leadership Quality leadership

Causing lower costs than competitor i.e. Choice of time of market entry. Previous Determination and implementation of
through production of large amounts and development time, handling time and technical improvements and product
low-price procurements. Often requires a production time are important here. improvements with the target to always
large market share. provide the best quality on the market.

Competitive Advantage - 5 Principles

A competitive advantage over the competition is a superior performance or property

A distinction is made between five principles:

Principle Opportunity Perceptual Concentration Consistency
of survival principle principle principle principle

At least one strategic Creating competitive advantages Only competitive advantages At least one strategic Focus on strategic competitive
competition advantage must through important competitive that the customer subjectively competitive advantage must benefits which are most
perceives count (not technical
be present (long term). parameters. be present (long term). important for the customer.
advantages).
(the more the greater
the chance)

Competitive Advantage - Advantage Matrix

Representation of the relationship of competitive advantages and quantities

Volume has no /or Volume has great advantages
small advantages

Many competitive Niche business Special business
advantages (Restaurants, consultants) (Journals, instruments)

Only a few Patt-business Volume business
competitive (Basic materials chemistry, standard paper) (PC's, IC's)
advantages possible

Competition Strategies

Representation of coherences between competitive advantages and amounts

+ Benefit leader
Cost leader

Profitability

- ? +
-

Cost leader and benefit leader require USP’S, otherwise they lose their leading positions.

MARKETING MODELS

Established models

Competition - Driving Forces

The five driving forces of sector competition (according to Porter)

Bargaining power of Potential new
suppliers competitors

Suppliers Threat of new Buyer
competitors
Bargaining power of
Competitors in the industry buyers
Rivalry among existing
companies

Threat of substitution products
or services

Substitution products

Marketing - 4P-Model PRODUCT PLACE
PROMOTION
Product, Price, Place, Promotion

PRICE

Marketing - 4P-Model

Product, Price, Place, Promotion

5P-Model PLACE

Expansion of the 4P model with the aspect of “Personnel”

PRODUCT

PRICE

PROMOTION PERSONNEL

5P-Model

Expansion of the 4P model with the aspect of “Personnel”

Marketing Mix

Enter your subheadline here

Product

Promotion Target Price
Market

Place

Marketing 4P‘s 4Ps

Enter your subheadline here Price Promotion Place

Product Conditions Advertisement Strategic distribution/ sales
Rebate Sales Physical
Main usage Discount
Side usage Leasing Sponsoring distribution/logistics
Additional usage Sales promotion Location

Brand Event
Content PPR
Quality
Packaging

Marketing Mix - 7P Product policy Classical instruments
„product“ New instruments
Classical and new instruments
Price policy
Process policy „price“
„process“
Equipment policy
Distribution policy „physical facilities“
„place“
Communication policy
Personnel policy „promotion“
„personnel“

Marketing Mix

Example with individual factors

Brand name

Slogan Logo Product design /
packaging
ad campaign
Brochure /
Sales Training Corporate design

Press conference Brochures / Product
presentation
Reseller discount
Businesspaper

Give-Aways Website

Marketing Mix (4P‘s)

Components of the marketing mix

Product policy Price policy Communication policy Distribution policy

 Product innovations  Price  Media advertisement  Distribution systems
 Product improvements  Price deductions  Sales promotion  Sales channels
 Product differentiation  Rebates and discounts  Direct marketing  Logistic systems
 Marking  Delivery conditions  Public relations
 Naming  Payment conditions  Sponsoring
 Service performance  Personal communication
 Assortment planning  Fairs and exhibitions
 Packaging  Multi-media communication
 Employee communication

Marketing mix
Sub-markets and customer groups

Service marketing (from 4P’s to 7P’s) 7 P‘s of
service marketing
Comparison of 4P´s and 7P´s
advertisement product
4 P‘s of the classical
consumption goods marketing positioning employees

product price physical
advertisement price facilities

positioning

process
management

AIDA- Model D A

Step model in 4 phases that could overlap eacht other

AI

Attention Interest Desire Action

Attract the customer‘s The customer is interested in The desire for the product The customer probably
attention purchases
the product is awakened

AIDA - Action Principle

Four stages of a customer’s purchasing decision

Physical reaction Action The customer buys the product

(economical) Desire The desire for the product
is awakened (demand)
Psychological reaction Interest
The customer is interested in
(pre- economical) the product

Attention Attention of the customer
for the product is excited

Marketing 3C’s Triangle

Enter your subheadline here

Customer

Clients Distributors Competitors
Suppliers

Diamond-Model - National Competitive Advantages

Thesis to assess the competitive abilities of states in terms of individual industries (according to Porter)

Coincidence Strategy, structure and competition

Factual conditions Demand conditions

Related and supporting industries Government

Porter‘s Five Forces Analysis

Enter your subheadline here

New Competitors
Threat of new competition

Bargaining power Competition on relevant market = Bargaining prower
of supplier Rivalry among competitors of customer

Substitution products
= Threat of substitution

Five Forces

Five (+1) competitive forces according to Porter (supplement through stakeholder)

Potentially new competitors Potential further stakeholder

threat through new competitors Potential bargaining power and the ability to
intervene in the industry events

Competitors/
rivalry between
industry suppliers

Suppliers Customer

bargaining strength of bargaining power of customers
suppliers

Substitute products

threat through substitute products or services


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