1. Course n°13 -Market survey consumer- & industrial goods -Marketing Plan -Management of the marketing plan

2. 2 Step 1-Assessment of product(idea)value Description of the product/idea/technology :----------------------------------------------------------------------- Marketing values stengthsWeak.Opportunit. threatsTo be checked Surveillance -Innovation -Consumer/buyers Value -Competitors offer -Market situation -Barriers and Competitive Advantages -Market accessibil. -Resources avail. -Other factors (legal,polit.cultural )

3. Step 2 Market survey Consumers goods -Market segments -Positioning -Consumers target -Distribution channels/network - End consumer price

4. MARKET SURVEY Industrial goods Industrial product category: -1)The product is used in the manufacturing process : ex: raw material -2)The product belongs to the industrial equipment : ex : conveyor belt -3)The product is integrated in the end product.ex: car bumpers,windshields -4)The product is a consumer good used in industrial surrounding :ex detergent products,security and protection clothing

5. Market Survey Industrial goods The product is integrated in the end product, it requires to be customized according to the specifications of the client. Potential users: ex: mass production with high production rate Industry segmentation Target size ( concentrated, atomized) Distribution network ( long/short channels) Supply chain and logistics Firm listing process :Who decides, who is the user, who is the prescriber, who is the buyer? Competitors or substitute products Competitive advantages of the product Norms and quality specifications Communication and promotional adapted means

6. 6 TOOLKIT 1 Market research plan: -What information is needed, -why do we need it? -Is it available ( time & cost) - How are we going to get it? 2 Business intelligence : accurate understanding and analyse of hidden information 3 Project management processing

7. MARKETING PLAN consumers goods Product range Marketing policy: entry policy, supply chain, sales organization,price structure,communication Sales estimates : listing rate, resupply Budget estimates, ROI (possibly) Project management plan

8. Marketing Plan Industrial goods Industrial targets Entry policy Sales organization Pricing policy Budget Estimates Project management plan

9. PROJECT MANAGEMENT 1 Description of the action and expected result or goal 2 Means and proceeding 3 Budget 4 Timeschedule 5 Dedicated team 1 Subject 2 required means3 estimated cost4 delay and timeschedule 5 teams or subcontractors involved Action 1 Action 2 Action 3 Action 4 Action 5 Action 6 Action 7 Action 8