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strategi pemasaran berkesan.ppt - Penawargroup

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strategi pemasaran berkesan.ppt - Penawargroup Powered By Docstoc
					     MODUL 4 :
STRATEGI PEMASARAN
             MARKETING
Definition
 A continuous, sequential process
 through which organizations plans,
 researches, implements, controls and
 evaluates activities designed to satisfy
 both customer’s needs and wants and
 their own organizations’ objectives.
                                          TOPICS
•   The 7 Steps of Marketing Strategy Development
•   The Buying Process
•   Segmentation
•   Product Life Cycle
•   Perceptual Mapping
•   Margins
•   The Marketing Mix and the 4 P’s
•   Positioning
•   Distribution Channels
•   Advertising
•   Promotions
•   Pricing
•   Marketing Economics
               MARKETING STRATEGY PROCESS
                                    7 steps


               1 Consumer Analysis

                                2 Market Analysis
               3 Review of the Competition and Self

            4 Review of the Distribution Channels

5 Development of a “Preliminary” Marketing Mix
      6 Evaluation of the Economics

7 Revision and Extension of steps 1-6 until a consistent
plan emerges
STEP 1 CONSUMER ANALYSIS


Objective : To identify segments or groups within
population with similar needs




              w Look at the consumer
       ??
 H OW         w Look at consumers’ needs
      STEP 1 CONSUMER ANALYSIS


What questions to be asked????


           w What is the need category? Who
             need us and why?
    W ??
 HO        w Who is buying us? Who is using the
             product?
           w What is the buying process?
           w Is what I’m selling a high –or-low-
             involvement product?
           w Do I intend segment the market?
          STEP 1 CONSUMER ANALYSIS



1 What is the need that Penawar addresses???
               HEALTHCARE
           1 Who needs us and why?
              2 Who is buying us?
          2 Who is using the product?
                EVERYBODY
          which what we call as
    CASH PATIENT          PANEL COMPANIES
       STEP 1 CONSUMER ANALYSIS

          3 What is the buying process???

Why do we need to understand the buying process?
  It’s a lead to all possible route to reach buyers



What are steps involved in buying process???
                  A.I.D.A

      ?                               ?
CASH PATIENT                  PANEL COMPANIES
      STEP 1 CONSUMER ANALYSIS

  What are steps involved in buying process???


1 Awareness – Interest, Problem Recognition
     A point where a person realize a need


           I don’t feel good,             Our current clinic can’t
          Mum. Can you send              serve our employees who
             me to clinic??                  is residing around
                                          secluded areas. What do
                                            you suggest, team?




CASH PATIENT                    PANEL COMPANIES
      STEP 1 CONSUMER ANALYSIS

  What are steps involved in buying process???


2 Information Search

        SOURCES OF INFORMATION
 • Word-of –mouth via family and friends
             • Salespeople
  • Printed material e.g. leaflets, posters
              • Website



  CASH PATIENT         PANEL COMPANIES
      STEP 1 CONSUMER ANALYSIS

  What are steps involved in buying process???


3 Evaluate the alternatives

                                            It’s true that Penawar is
            Penawar is quite             accessible at any areas. But, I
             further up and                 heard from neighboring
             cheaper, Mum,               company that their MC rates
            whilst Cilinic A is                     are high?!
           nearer and charging
              us higher…. .




CASH PATIENT                      PANEL COMPANIES
          STEP 1 CONSUMER ANALYSIS

      What are steps involved in buying process???


    4 The Purchase Decision
REMEMBER! CERTAIN FIRST PURCHASE
IS ONLY A TRIAL!!!
How do we want to keep them then???
w    Use marketing tools to provide buyer
     information explaining what level of
     performance they can expect
w    Providing a basis of comparison with
     competing organizations
        STEP 1 CONSUMER ANALYSIS

  4 Is what I’m selling a high –or-low-involvement product?


High involvement Product –Products with high
level of “risk” i.e. Cars, professional services
Low involvement Product –Products with low
level of “risk” and involves simpler decision i.e.
Soaps, shampoo
   Why do we need to know High/Low
        Involvement Product????
    To better understand the buying
          behaviors of consumer
        STEP 1 CONSUMER ANALYSIS

 4 Is what I’m selling a high –or-low-involvement product?


CONSUMER BEHAVIOUR MATRIX

               High Involvement Low Involvement
 Significant
               -Complex Process    -Experiment
 Differences
               -Brand Loyalty      -Random Behaviour
                                   -Variety Seeking




 Few           -Anxiety            -Buy cheapest one
               -Baseless Beliefs   -Random Behaviour
 Differences
               about the product   -Baseless Loyalty
                                   -Inertia
       STEP 1 CONSUMER ANALYSIS

  5 Do I intend to segment the market? Why? How?


Why do we need to segment the market??
w To identify segments are large enough to
  serve profitably
w To identify segments that can be
  efficiently reached by marketing efforts
w To help develop marketing programs i.e.
  circumcision campaign, CRM activities
        STEP 1 CONSUMER ANALYSIS

   5 Do I intend to segment the market? Why? How?
There are four major segmentation variables
w Geographic - divides the market by country, state,
   region, city
w Demographic – divides a population based on below
   measurable variables to reach homogeneous group of
   people
   i.e. age, sex, income, marital status
3. Psychographic – divides the market by psychological
   difference
    i.e. Life-style, personality
4. Behavioral - divides the market by observable
   purchase behaviour
    i.e. usage (amount of visit), purchase occasion
   (annual med. C/up), brand loyalty
   STEP 2 MARKETING ANALYSIS



What questions to be asked????
            w Where is the product in its product
              life cycle?
     W ??
  HO        w What is the relevant market?
            w What are the key competitive
              factors in the industry?
          STEP 2 MARKETING ANALYSIS
             1 What is the relevant market?


 BASIC OCCUPATIONAL FIRST AID COURSE
                   Offered by
   PBSM            PENAWAR            Others
   50%                35%              15%

35% is our relevant market. Is it large and
accessible enough to justify the marketing effort??
         STEP 2 MARKETING ANALYSIS
    2 Where is the product in its product life cycle?


         Occupational Health Doctor
                  PRODUCT LIFE CYCLE
          INTRO   GROWTH    MATURITY   DECLINE




MARKET
SALES




                         TIME
       STEP 2 MARKETING ANALYSIS
  2 Where is the product in its product life cycle?

There are four stages of Product Life Cycle
w Introduction – What is it?
   w Create awareness and education
w Growth – Where can the company get the services
   w Large or selective distribution is important
3. Maturity – Why Penawar?
   w The state where large majority buys
   w Brand loyalty is crucial due to few differences
4. Decline – By how much?
   w Does not necessarily mean death
   w To focus on reducing price if competition remains,
       trade relations is important at this stage
       STEP 2 MARKETING ANALYSIS
 3 What are the key competitive factors in the industry?


There are five major key competitive factors in
most industry
w QUALITY – Products
   w Drugs, Doctors
w PRICE – Competitive
   w Flat rate of medical charges
w ADVERTISING – How do we do it??
   w Leaflets distributed via Monthly invoice, clinic chains
   w Brand loyalty is crucial due to few differences
4. Research and Development – MEDINET
5. Service – Value added services
   w i.e. Medivan, FOMEMA on-site med c/up at no
       additional cost
               STEP 3
      ANALYSIS OF YOUR COMPANY
        VERSUS THE COMPETITION


What questions to be asked????
           w What is Penawar good at?

    W ??   w What is the competition good at?
 HO        w Who are we in the marketplace?
           w What are our resources versus those
             of the competition?
           w What are the market shares of the
             industry players
           w How does the product perceptually
             map against the competition?
                        STEP 3
        ANALYSIS OF YOUR COMPANY
          VERSUS THE COMPETITION

            1 What is Penawar good at?
         2 What is the competition good at?
         PENAWAR                       OTHERS


33 chains of Poliklinik Penawar   Maximum 5 of clinic

      Centralized billing          Good patient care

           Medinet                High medical charges
                   STEP 3
        ANALYSIS OF YOUR COMPANY
          VERSUS THE COMPETITION




         3 Who are we in the marketplace?
5 What are the market shares of the industry players ?




                       ?
                  STEP 3
       ANALYSIS OF YOUR COMPANY
         VERSUS THE COMPETITION


    4 What are our resources versus those of the
                     competition?

w People – Headquarter staff as supports to
  branches activities
w Technology, Research - Medinet
w Sales Forces – Corporate Services Department
w Cash
w Trade Relations – Good supplier with good rates
w Manufacturing – PenawarNet clinics???
                      STEP 3
        ANALYSIS OF YOUR COMPANY
          VERSUS THE COMPETITION
   6 How does the product perceptually map against the competition?


 PERCEPTUAL MAPPING – A graphic way to view and conpare our product
                          against competitors
                       PERCEPTUAL MAPPING
                        Primary Healthcare
                           Klinik X         Klinik Z
          High

PRICE
                           POLIKLINIK       Klinik Y
                           PENAWAR
          Low


                              High                 Low
                                      QUALITY
                   STEP 4
          REVIEW OF THE DISTRIBUTION
                  CHANNEL


WHAT QUESTION TO BE ASK ???
            w How can my product reach the
              consumer?
   W ??
HO          w How much do the players in each
              distribution channel profit?
            w Who hold the power in each
              distribution channel available?
      STEP 4 REVIEW OF THE DISTRIBUTION
                       CHANNEL


1 How can my product reach the consumer?

  WIDE CHAINS OF POLIKLINIK PENAWAR

2 How much do the players in each distribution channel profit?

                       ?????
3 Who hold the power in each distribution channel available?
             PASIR GUDANG – Poliklinik Penawar
   SENAI –Klinik Ho? Klinik Sukimi or Poliklinik Penawar???
                 STEP 5
      DEVELOPMENT OF MARKETING MIX



MARKERTING MIX

    W ??
 HO
               PRODUCT    PLACE




                 PRICE   PROMOTION
                 STEP 5
     DEVELOPMENT OF MARKETING MIX



PRODUCT DECISIONS
What questions to be asked????
          w How does my product fit with my
            existing product line?
          w How will I differentiate my product?
          w How does the product life cycle
            affect my plans?
  STEP 5 DEVELOPMENT OF MARKETING MIX
1 How does my product fit with my existing product line?




                      Key word:
TO STAY IN TANDEM WITH CORE BUSINESS
 STEP 5 DEVELOPMENT OF MARKETING MIX
               2 How will I differentiate my product?



There are many ways to do it;
w Features – Wide chains of Poliklinik Penawar
w Fit
w Styling
w Reliability – 8 clinics opening 24-hours, full administration
    office to support branches activities
w   Packaging -
w   Sizes - Wide chains of Poliklinik Penawar
w   Service – Value added services
w   Brand Naming- Poliklinik Penawar
 STEP 5 DEVELOPMENT OF MARKETING MIX
 3 How does the product life cycle affect my plans?




Based on the point in the Product Life Cycle (PLC)
                 STEP 5
     DEVELOPMENT OF MARKETING MIX



PLACE OF SALE DECISIONS : Where to sell
What questions to be asked????
          w What type of distribution strategy
            should I select?
          w Which channel of distribution should
            I choose?
      STEP 5 DEVELOPMENT OF MARKETING MIX
      1 What type of distribution strategy should I select?




w  EXCLUSIVE – Sell in only one outlet in each market
   w i.e. Salvatore
2. SELECTIVE - Sell in only a few outlets in each
   market
   w i.e. GUESS, Marks & Spencer
3. MASS OR INTENSIVE – Sell in as many outlets as
   possible
   w i.e. soap
    STEP 5 DEVELOPMENT OF MARKETING MIX
       2 Which channels of distribution to choose


w  PRODUCT SPECIFICS – The level of attention
   needed for the sale, newness
   w i.e. newly opened Poliklinik Penawar
2. NEED FOR CONTROL - The ability to motivate the
   channels to carry the product effectively and
   appropriately enters into the placement
   decision
   w i.e. chain of Poliklinik Penawar in Gelang
       Patah
3. MARGIN DESIRED – The analysis of the channels
   distribution helps to determine the potential
   profits available
                STEP 5
    DEVELOPMENT OF MARKETING MIX



PROMOTIONAL DECISION

                 Set goals



         to affect the buyer behavior
  STEP 5 DEVELOPMENT OF MARKETING MIX



 Buying Process           Promotional Mission
 AWARENESS                Inform about the product, prompt a need
                          message
          Mak, ada kedai baru yang
           tengah buat renovation                   Oh…Poliklinik Penawar will
           tu, tak silap Minah nak                  be opening in our area soon.
          buat klinik Penawar. Mak                   That would be good then,
                 perasan tak?                       because our current clinic is
                                                    10-minutes drive from here.




CASH PATIENT                         NON-PANEL COMPANIES
  STEP 5 DEVELOPMENT OF MARKETING MIX



 Buying Process           Promotional Mission
 INTEREST                 Provide compelling message, solve a need
                          message
          Mak, ada kedai baru yang
           tengah buat renovation                  Oh…Poliklinik Penawar will
           tu, tak silap Minah nak                 be opening in our area soon.
          buat klinik Penawar. Mak                  That would be good then,
                 perasan tak?                      because our current clinic is
                                                   10-minutes drive from here.




CASH PATIENT                         NON-PANEL COMPANIES
  STEP 5 DEVELOPMENT OF MARKETING MIX



 Buying Process            Promotional Mission
 TRIAL                     Motivate action

            Mak, Poliklinik Penawar
           tu ada kempen pembukaan                Oh…Poliklinik Penawar is
              tau. Free pemeriksaan                 applying to be our panel
              tekanan darah dengan                clinic. Let’s have a meeting
           ujian air kencing. Jom kita            this afternoon to discuss on
                   pergi mak!!!
                                                          the proposal.




CASH PATIENT                             NON-PANEL COMPANIES
  STEP 5 DEVELOPMENT OF MARKETING MIX



 Buying Process       Promotional Mission
 REPURCHASE Cue to buy, increase usage


           •Long-term medication
               •Vaccination                    •Pre-employment
              •Immunisation                    •Annual medical
                                                      cup
                                                 •Occupational
                                                health services
                                               •BOFAC training




CASH PATIENT                       NON-PANEL COMPANIES
  STEP 5 DEVELOPMENT OF MARKETING MIX



 Buying Process       Promotional Mission
 LOYALTY              Reinforce brand or image, special
                      promotions
           Mak, Penawar tu ada
           bagi belon kat budak-                       We should send
             budak tau. Si Syed                      somebody to attend
            ngan Mohza tu suka
                                                    the Panel Open Day.
             la…..dapat belon.
                                                    It would be good, for
                                                     we can discuss any
                                                       problems and get
                                                    new info from them.



CASH PATIENT                       NON-PANEL COMPANIES
     STEP 5 DEVELOPMENT OF MARKETING MIX
        Five general categories of promotional efforts




w    ADVERTISING
     w Company vehicles
2.   PERSONAL SELLING
3.   SALES PROMOTION
4.   PUBLIC RELATIONS AND PUBLICITY
     w Pesta Basikal, Panel Open Day
5.   DIRECT SELLING
     w On-line Catalogue of Drug/First Aid
      STEP 5 DEVELOPMENT OF MARKETING MIX


          PRICE DECISIONS: What Should My Price Be

w   COST PLUS
w   PERCEIVED VALUE TO THE CONSUMER
w   SKIMMING
w   PENETRATION
w   THE PRICE/QUALITY RELATIONSHIP
w   MEET COMPETITION
w   MEET PROFIT GOALS BASED ON THE SIZE OF THE
    MARKET
w   PRICE BASED ON THE PRICE ELASTICITY OF THE BUYER
                  STEP 6
    WHAT ARE THE ECONOMICS OF MY PLAN?



What questions to be asked????

           w What are the costs?
           w What is the break even?
           w How long is the payback of my
             investment?
                          STEP 7
             GO BACK AND REVISE THE PLAN


                1 Consumer Analysis
                                    2 Market Analysis
                3 Review of the Competition and Self
              4 Review of the Distribution Channels
  5 Development of a “Preliminary” Marketing Mix
        6 Evaluation of the Economics
7 Revision and Extension of steps 1-6 until a consistent plan
emerges

				
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posted:9/10/2013
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