Transcript ICT for Marketing - Tanzania Development Gateway

ICT FOR SMEs
Improving Productivity
Application of ICT in
Marketing
Presented by :
Hebron Mwakalinga
Business Information Services
December 13, 2005
Objective
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Raise awareness on how ICT can
be applied in marketing
To increase understanding of
opportunities brought about by
ICTs
To share strategies on effective
use of ICTs
ICT for Marketing
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Client/customer management
Promotion of business image
Client Prospecting and
Management (Internet)
Inventory and sales
management
 The
case of MTOs for many
things
……ICT for Marketing
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Pricing strategy
Market Analysis
Inventory and sales
management
Client Management
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References for contact
information
(Detailed) Client profiles for
analysis
Alert for prompt follow up and
delivery of services
Promotion of business
image
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In-house designed and printed
promotional materials
letterheads,
 flyers, brochures,
 catalogues, business cards, etc.
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Electronic catalogues
Prospecting for Clients
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Internet search and
communication
 Querying
 Expression
on interest
 Business Communication
Inventory Management
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Instant inventory level esp. if
MTO* is common practice
Breakdown of orders
 By
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type, size, etc.
Important for business dealing
in assorted goods
*Manufacture to order
Pricing
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Analysis for pricing
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Especially if cost-plus
Comparing with competition
Similar products
 Close substitute
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Market Analysis
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Collecting client data
Processing of client data based on
segmentation by many variables
Location attributes, climate,
infrastructure, etc.
 Personal attributes, age, sex,
income, behavior
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Understanding competition by
processing competitors data
ICT Tools
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MS Office
Database for contacts
 Database for inventory
 E-mail – Outlook Express
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Most Accounting software have
client Management Features
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Location, contact information,
automatic dialer, etc.
A number of Open Source
Applications
Case
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Client Management in MS Access
Conclusions
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There are a number of tools found
in a basic computer that if put into
use can help very much
The Internet has enormous free
software we can tap
We need to walk on two legs