1. Marketing the SIYB programme
By the end of the session participants’ knowledge & skills to market SIYB program has been enforced

2. Why it’s important?
design and deliver needs-based, customized training
increase cost recovery / decrease the dependency on sponsors
professionally manage service portfolio, differentiate from competitors
diversify customer base, consolidate / expand market position
attract and link up with prospective sponsors, e.g. donor agencies or large-scale companies.

3. The SIYB Marketing Management Process
DEFINE
THE SIYB TRAINING OBJECTIVE 1
IDENTIFY THE SIYB MARKET OPPOR-TUNITY 2
SELECT
THE SIYB TARGET GROUP 3
DEVELOP
THE SIYB MARKETING PLAN 4
MANAGE
THE SIYB
MARKETING EFFORT 5

4. How to conduct a SWOT analysis=
Your SIYB Market Opportunity
(Internal) Assessment of your organization
Strengths
versus
Weaknesses
Your competitive edge in training
(External) Market analysis
Market Opportunity for training
Opportunities
Threats
Do they match?

5. Cultural and social forces Political and legal forces
Programme objectives
Cultural and social forces
Competitive forces
Political and legal forces
Technological forces
Economic forces
Customer

6. SIYB TRAINING PROVIDER
Who pays for training?
ENTRE- PRENEUR
SIYB TRAINING PROVIDER
TRAINING
SPONSOR
TRAINS
PAY

7. How to identify a training sponsor?
Match between their objectives and our training priorities
Focus on the same target group
Focus on SME development, particularly with view on training
Funds for training
History of supporting our (training) activities
Status of current bi-lateral network relations

8. Develop the SIYB marketing plan
Set the objective of your marketing effort
Define the four P’s of marketing
Product
Place
Price
Promotion

9. The Service-Product Continuum
Mostly goods
Mostly services
Canned
foods
Ready-made clothes
Automobiles
Draperies,
carpets
Restaurant
meals
Air
travel
Repairs: auto, house, landscaping
Insurance
Consulting
Teaching

10. Attributes of the SIYB training product
Seller’s reputation
Color
Product warranty
Design
Product quality
Brand
Price
Physical characteristics of goods
Seller’s services
Packaging

11. Elements in the communication process
Sender
Encoding
Decoding
Media
Response
Feedback
Message
Noise
Receiver

12. Manage the Marketing Effort

13. The correlation between marketing objective, output and activities
Outputs
achieve
result in