This project is financed by the European Union 1 The project is implemented by a European Profiles S.A. led consortium Second cycle of Training of Trainers “ BRINGING THE PRODUCT TO THE MARKET : MARKET RESEARCH & MARKETING STRATEGY ” By SNKE Panos Papantonopoulos Dipl Eng, MA, MBA Tashkent, Uzbekistan 08 NOVEMBER 2014

This project is financed by the European Union 2 The project is implemented by a European Profiles S.A. led consortium SUBJECTS TO BE REVIEWED AND DISCUSSED Market Research Marketing Strategy Marketing Plan Export marketing

This project is financed by the European Union 3 The project is implemented by a European Profiles S.A. led consortium REVIEW The Classical Selling Concept vs the Marketing Concept

This project is financed by the European Union 4 The project is implemented by a European Profiles S.A. led consortium REVIEW Customer Relationship Groups

This project is financed by the European Union 5 The project is implemented by a European Profiles S.A. led consortium REVIEW The 4P Marketing Mix

This project is financed by the European Union 6 The project is implemented by a European Profiles S.A. led consortium REVIEW The Company’s 4Ps are the Customer’s 4Cs Product  Customer needs and wants Price  Cost to the customer Promotion  Communication Place  Convenience

This project is financed by the European Union 7 The project is implemented by a European Profiles S.A. led consortium RENEW 1-New Forces that Re-Shape the Marketing Concept: Social Responsibility &- Environmental Protection

This project is financed by the European Union 8 The project is implemented by a European Profiles S.A. led consortium RENEW 2-The Re-Shaped Marketing Concept

This project is financed by the European Union 9 The project is implemented by a European Profiles S.A. led consortium RENEW 3-The Re-Shaped Products Classification HIGH Long-run Consumer Benefit LOW Immediate Satisfaction LOW HIGH

This project is financed by the European Union 10 The project is implemented by a European Profiles S.A. led consortium STRATEGIC MARKETING WITHIN THE STRATEGIC PLANNING PROCESS

This project is financed by the European Union 11 The project is implemented by a European Profiles S.A. led consortium STRATEGIC MARKETING 1 DEFINE MISSION: Neither Narrow Nor Broad but on Distinctive Advantage What Business we are in ? Product VS Market Definitions: SHELL: We extract /refine/sell oil VS we refine and deliver products to our customer in a profitable and sustainable way Who are our customers? Sometimes a difficult question: who is the client for a new airplane engine? The air- framer companies? The leasing companies who buy in reality the engines? The Pilots and crew too? The passengers who feel more secure? What kind of business are we? Cost Leaders seek efficiency as competitive advantage Differentiators seek inventions-uniqueness as competitive advantage Focusers seek to product–tailoring as their Competitive Advantage

This project is financed by the European Union 12 The project is implemented by a European Profiles S.A. led consortium STRATEGIC MARKETING 2 DEFINE OBJECTIVES: Mission directs. Objectives are measured! Example of fertilizers: Mission = Plant nutrition to raise productivity according to the needs of the food market. Objectives Hierarchy = Search for new fertilizers, Search for more funds, increase market share by X%, Increase sales by Y & go for Z exports, EFFECT AN EXTERNAL AND INTERNAL STRATEGIC AUDIT: 1. External S Audit the macro-environment of the company 2. Internal S. Audit examines all components of the Porter’s “Value Chain” because though this chain includes many non-marketing activities, marekting depends on all of them.! (ex. Conflicts with production and finance It also a Financial Statements S. Audit EFFECT SWOT ANALYSIS : It is based on the results of the S.Audit and is the technique of Strategic Planning by far the most utilized and practical across all levels of Strategy. Everybody believes it is easy to do it but often statements are misplaced !!.

This project is financed by the European Union 13 The project is implemented by a European Profiles S.A. led consortium STRATEGIC MARKETING 3 SWOT Opportunities : Economic climate Demographic changes Market Technology Threats Competitive Activity Channel Pressure Demographic changes Politics Strengths Strong Position in the market Strong technology Location advantages Cost advantages Weaknesses Weak market position Low margins Limited capacity compared to market Weak brand name

This project is financed by the European Union 14 The project is implemented by a European Profiles S.A. led consortium STRATEGIC MARKETING 4 THE BUSINESS POTFOLIO ATTENTION: These are tools developed initially and principally for the analysis of SBUs.But we can use them also to describe a product’s position in the market THE BOSTON CONSULTING (BCG) THE GENERAL ELECTRIC (GE).

This project is financed by the European Union 15 The project is implemented by a European Profiles S.A. led consortium STRATEGIC MARKETING 4 GROWTH STRATEGIES : Product / Market Expansion Grid A tool useful for identification of growth opportunities It shows four routes to growth Market penetration More of the same in the same segments Product Development Modified products for the same market segments Market Development More of the same In new market segment Diversification New product lines for New markets

This project is financed by the European Union 16 The project is implemented by a European Profiles S.A. led consortium STRATEGIC MARKETING 4 STEPS OF THE MARKETING PLAN

This project is financed by the European Union 17 The project is implemented by a European Profiles S.A. led consortium THE MARKETING ENVIRONMENT: MICRO-ENVIRONMENT TYPES OF CUSTOMER MARKETS TYPES OF PBLIC ENVIRONMENT THE COMPANY‘S THE COMPANY’S IMICROENVIRONMENT INTERNAL ENVIRONMENT

This project is financed by the European Union 18 The project is implemented by a European Profiles S.A. led consortium THE MARKETING ENVIRONMENT: MACRO-ENIRONMENT

This project is financed by the European Union 19 The project is implemented by a European Profiles S.A. led consortium Marketing & Sales Roles and Responsibilities-1 Mrkg is responsible for communicating value of products/services via media

This project is financed by the European Union 20 The project is implemented by a European Profiles S.A. led consortium Marketing & Sales Roles and Responsibilities-2 Sales is Responsible for Managing Activities that Close Deals