Transcript: The brief: 1. Acquire new, relevant followers on all social channels likely to generate new sales leads 2. Generate sales leads via CornerstoneDM website 3. Grow business enquiries through PPC channels for Digital, Brand, Web and Wide Format Print 4. Create more engaging content that drives interaction with our clients and followers 5. Improve website structure and content to drive organic SEO 6. Create email marketing strategy to support remaining digital activity 7. Position Cornerstone DM as a leading agency Marketing Strategy Presentation 16.03.17
Transcript: STRENGTHS Combination of catalog protective products and custom molding capabilities is a differentiator Qualified vendor at most medical device manufacturers Brand recognition in the Design Engineering community Quality system that understands needs of medical customers Library of standard materials with supporting certifications increases customer’s confidence and expedites approval WEAKNESSES Lack of clear direction on types of opportunities to pursue Sales team’ technical sales capabilities Industrial manufacturing company trying to add Medical Capabilities (e.g. automation, cleanliness) organically, competing against specialized, existing Medical Molders Significant gaps in non-protective/functional catalog product offering Lack of Strategic sourcing to support Long quote turnaround on custom opportunities THREATS Updated costing on cannulas shows this is not profitable and we will likely lose all of this revenue ~$500K in addition to $550K already lost Long sales cycle and frequency of product development stalls/cancellations Decline in number of new product introductions due to FDA (recalls and slower 510k/PMA) Low cost off shore sources for functional products Directives to move away from vinyl OPPORTUNITIES Promote Extrusion capabilities to support orthopedic and other packaging Traditional and Specialized materials Focus on Custom, Manufactured Silicone Poor market perception of Qosina due to pricing Show how things would improve Pro Conclusion Con SWOT EXAMPLE Describe the next steps Describe the desired state Get your audience excited Idea 2 Pro Pro Con Con Refer back to the pros and cons Idea 1 How problems can be resolved Pro Describe the idea you think is best Strategy Recommendation What if we do nothing? Medical Segment Dashboard Based on Jim Harvey's speech structures Explain how it will help Con
Transcript: Hai Di Lao Bigger place, expand the restaurant, don't have to line up for long (Product?) Create more choices, chairs, tables (part of expansion). This is product too. Pricing - 10% for customers who lined up for more than 1 hour. Big advertising banner outside shopping malls (Promotion) Leaflets to give people (Promotion) myBurgerlab (The gaiz) KFC New product - Chocolate chicken wing Promotion - IG FB YouTube Google McDonald's (The gurlz) Ramly Burger Marketing Strategy Presentation CNY special burger - product! myFortune (Fortune cookie burger) (Toto number burger) Open new outlets - where? Tourist area. Place. Open up an actual shop (Place? Product?) New burger - Frog meat (Product!) Celebrity promotion (eg. Jay Chou and Liang Sandwich) Promotional booths in at event fairs (PC fair, MATTA fair, etc) Organize big marketing blitz to launch new products (Product + Promo) Influencers to promote McDonald's (lower cost than traditional media)
Transcript: 1. Business Strategy - Formulation, Implementation, Management 2. Corporate Branding - Company Identity, Logos, Corporate House Style, Collateral, Trademark and Patent Registration 3. Market Research – Online Research, Data Collection and Field Work Services 4. Advertising – Online, Offshore (T.V.C’s, Newspapers, Billboards, Viral) 5. Marketing - Digital, Offshore 6. Concept Merchandising - In-house Merchandise, Corporate Gifting 7. IT Solutions - Web Development, SEO, SEM, Viral Videos 8. Maintenance and Support Services 9. Event Planning and Execution for promotion of th brand. 10. Participation in various property and lifestyle expo relevant to Isprava The Team Manager Web Designer Web Developer Copywriter Illustrator Market Analyst Digital Marketing Specialist Understanding of requirement 313s is an IT & Infrastructure corporation dedicated to provide green technology solutions to small/medium sized businesses and giant corporations. We provide you with affordable pricing solutions for your Information Technology needs. Be it Web Development, Software Development or Branding, Marketing and Campaigning your company. Our Services are delivered in a professionally backed by the best work force and experts to devise a solution to your problems. Every aspect of your problem is analyzed and necessary market research is conducted. Consultancy to your company is offered which in turn becomes a medium for both your company and us to understand one in a professional manner along with needs and possible solutions. Application Generating interest among the investors We are an IT and Infrastructure corporation dedicated to give green technology and Branding solutions to all sizes of businesses and corporations. Branding Marketing and Campaigning Online and offshore Advertising Reach out to high rollers and heavy spenders Create awareness among masses Creating Brand Strategy Creating Marketing Plans Copy writing of all content for Isprava Planning and managing yearly and promotional event Creating a media plan for using the right platforms to advertise Proposed Solution Digital Marketing On Social Media Platfoms Blogging and updating groups and pages Video AD's for internet, TV, Cinema Theaters, Malls Audio commercials for radio and trains Creating a brand hype by planning grand events with celebrity performance and appearance. About Three 13 Solutions Generating awareness and curiosity among masses with digital marketing and social media Boosting sales and inquiries for the villa and rate of conversion Our Understanding of Isprava as a brand Isparva is a notable real estate firm Builders of Luxury villas Focused on Design and construction Aim to create the most sophisticated properties Currently focused on Goa Develop an interest and awareness about Isprava and their work Showcasing the beautiful architecture and interior of Isprava Targeting high roller and heavy Spenders Achieving Sales targets
Transcript: Marketing strategy presentation Team 2 SM Elder Main Idea Idea CURRENT FINANCES CURRENT FINANCES WHY ARE WE THE BEST? WHY ARE WE THE BEST? Click to edit text Click to edit text Click to edit text GOAL Posts KPI KPI + 13,5 M 18,5 % Click to edit text Click to edit text TARGET MARKET Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text TARGET MARKET STRATEGY #4 #3 #2 #1 Designs TIMELINE Click to edit text Click to edit text Click to edit text Click to edit text FOCUS TOPICS FOCUS TOPICS #1 Click to edit text Click to edit text Click to edit text #2 #3 FINANCIAL PROJECTION FINANCIAL PROJECTION
Transcript: MARKETING STRATEGY Introduction Current marketing strategy Using Arthur - Dog as Brand/ Face 1 2 Social Media Industry contacts and relations Word of mouth 4 Professional Photos and Lifestyle shots 3 Beer reviewers 5 6 Everything we have done has been for $0 to little cost Achievements to date Achievements to date - 5 Local Bottle Shops as Stockists - BWS 20 stores in Brisbane - 5 Dan Murphy's - Breakfast Creek Hotel, Emporium, Brunswick Hotel - Big Brand Hotels - Strong feedback and reviews - 400 Instagram Followers - Local Barbershop, restaurants - Successful launch of 4 Beer flavours -8 in total by end of the year SWOT SWOT STRENGTHS Our beers are a combination of quality, creativity and tradition. Gypsy Brewing (No equipment costs) Eye-catching brand appearance (Branding is targeted to be easily recognizable with the Barley stem) With a clear goal to build an excellent beer brand STRENGTHS Our beers are a combination of quality, creativity and tradition. STRENGTHS Although beer has evolved over time, its cultural purpose of achieving Shared social experiences remains the same. In addition to the age-old pursuit of friendship, today's beer drinkers seek out innovative flavors, local connections and the highest possible quality in their brews, which is why Fields makes craft beers. Gypsy brewing have been defined as: "Gypsy or contract brewing is a business model for bridging the gap from home brewing to commercial brewing. The way it works is that you brew your beer at someone else’s venue using their equipment and pay them a fixed fee to do it." (DAN NORRIS 2016) STRENGTHS Gypsy Brewing (No equipment costs) Eye-catching brand appearance (Branding is targeted to be easily recognizable with the Barley stem) STRENGTHS The influence of a strong brand: "A strong brand focuses consumers on specific points of differentiation, ranging from unique product features to more emotional, image-oriented benefits." (Davis, Scott 2002) With a clear goal to build an excellent beer brand STRENGTHS The benefits of clear goals for the business: 1. Goals can guide the company's activities, establish direction and guidance to achieve the owner's goals and vision. 2. Motivate employees: Make them enthusiastic and energetic about their work 3. Establish performance metrics: Objectives Establish performance metrics. 4. Form a foundation for budgeting: Once you define the company's path, goals help allocate the money needed to achieve them. 5. Structure of project plan: Objectives constitute the structure of project development and performance measurement. Applying goals to a project can define the schedule of activities required to complete the plan. WEAKNESSES Low Profit Margin. 6%-12% profit margin on a can of Beer. We are a small participant, customers lack brand loyalty. High costs, less volume meaning retail price is higher than bigger brands. The budget is limited. Lack of a specific process and sales system. WEAKNESSES Low Profit Margin. 6%-12% profit margin on a can of Beer. WEAKNESSES The profit margin for bottle beer should be around 75%, while the profit margin for draft beer should be about 80%. (BINWISE, 2019) In a survey conducted in "New York Magazine," beverage industry experts estimated that the cost of alcohol represented just 40 percent of the monthly costs of operating a neighborhood pub. Furthermore, while you might price your inventory to generate a margin of around 80 or 85 percent, liquor losses typically run high in the industry. An 80 percent gross profit margin drops to 75 percent when you add in a 25 percent loss factor. (Steve Lander, 2019) We are a small participant, customers lack brand loyalty. WEAKNESSES Brand loyalty refers to repeat purchase intention, the willingness to pay a premium price or the loyal consumer’s willingness to expend a larger amount of monetary resources to acquire the brand, and intention of WOM which is the tendency or inclination to speak favorably about the brand. (Chinomona Richard, 2016) Thus attitudinally loyal consumers who are willing to endorse their preferred brand are distinguished from repeat purchasers who may continue repurchase but lack the inclination to disseminate favourable WOM about the brands. High costs, less volume meaning retail price is higher than bigger brands. WEAKNESSES Because our cost is higher than the big brands, and production, sales volume is lower than the big brands. It can be seen that the existing market competition is fierce, so we need to develop a flanking attack strategy. The eye-catching packaging and unique taste of the beer brand attract customers. The budget is limited. Lack of a specific process and sales system. WEAKNESSES OPPORTUNITIES Customers in the market are awakening to brand awareness and prefer craft beer. There is little difference in the taste of beer. Social media has made it easier for us to promote the brand. OPPORTUNITIES Customers in the market are awakening to brand awareness and prefer craft beer. OPPORTUNITIES
Transcript: Marketing Strategy Presentation Marketing Strategy Marketing strategy is the goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that contribute to the goals of the company and its marketing objectives. Planned Monthly Touch Points Pay Per Click CRM Database Review Why me? Lead Generation Relationships and Networking On Demand Campaigns Social Media Website
Transcript: Performance Goal Setting Forecasting Position Strategy Culture Product Planning Decision Breath Length Depth Ex. Sports, Family, Truck, Utility Individual Item Decision Delete Item Reposition Item Improve performance Introduce new product in existing line Introduce product to establish new line Ex. Awesomer (3U) New Product Development Decision Ex. Azool (5U) The influence of short term wins Market Mix Customers Relatively big team Meetings (time and place) Agreement Participation Stress management Short Term Wins Motivation Lack of progress Different focus Different backgrounds Competition Who is growing Actual or potential Products Market Shares Strengths and weaknesses of competitors (Channel of Distribution) Eight Assessments Product Information Product Customization Product Quality Assurance Lot Size (e.g., the ability to buy in small quantities) Product Assortment (refers to breadth, length, and width of product lines) Availability After-Sale Service Logistics Channel Design Channel Breadth Stock Price Company Customers Segmentation Collaborators Climate Core competencies Able to produce cars at a cheaper price. Offer safe economy and family cars Competitive Advantages Able to generate and sale a high volume of vehicle. COGS is low Any required adjustment Need to improve technological capabilities. Need more development Centers Helps Fine tune vision and strategies Build momentum Improves Performance Sacrifices are worth it Political and regulatory environment Economic Environment Social/cultural environment Technological analysis 4 P’s: Product Place (Channels of Distribution) Promotion (Communications Strategy) Pricing Market Value y = sales X1 = size X2 = HP Price P1 0 P2 0.10 P3 -4.50 P4 -.04 P5 -2.80 Causal/ economical Judgement method Artificial intelligence Other tools Place Group Norms Didn’t setup development center Didn’t get correct vehicle upgraded at correct size Allows competition to gain a leg up ROA drops 18.6% to 9.3% in P3 over capacity 113% Sales jump from P8 through P10 new vehicles in correct segment P6 -14.60 P7 -.11 P8 -.10 P9 -.05 P10 -.02 How Group size can affect performance? Conjoint analysis Concept test Environmental scanning Time Series Analysis Qualitative vs Quantitative Naive approach Forecasting Tools Group Performance Factors How cohesiveness can affect performance? Where we went wrong What Happened? Company Amazing Cars Brian Smith Ryan Rosenhahn Monica Ruiz Pawinee Mullins Boulos Frangieh Company Product Situational Analysis (5 C’s) Promotion Market Size and Growth Market segments Benefits that consumer is seeking Motivation behind purchase; Value drivers, benefits VS. Cost Season factors Trends-how consumer needs and preferences change over time. Period 3 b= regression coefficient Weaknesses… Group Cohesiveness Competition vs. cohesiveness Success vs. cohesiveness Ambiguity Wrong numbers 6M’s Market Mission Media Money How much money? Measurement How will impact be assessed after? Group Composition Incorrect information Just getting SA/LA’s done for the sake of it Treated as a class project, not a business Climate Group Size Skim v. Penetration Customers with high value v. Generate sales quickly Ex. 3S v. 1E Price Customization Different prices for different customers Ex. Segments Price Leadership Competitors react to price changes Ex. Alfa (2F)
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