Transcript COMPOST MARKETING Vincent Tye Recology Grover Environmental Products General Manager Organics Sales Manager March 7, 2013

COMPOST MARKETING
Vincent Tye
Recology Grover Environmental Products
General Manager
Organics Sales Manager
March 7, 2013
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Recology Grover Site
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Initial Observations
Marketing and Sales . . .
• Necessary to facility success
• Important to approach systematically
• Separate but related functions
• Integrate with other facility functions
• May be separate departments . . .
• Or done by one person/team
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Marketing and Sales
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Marketing Defined
The Marketing Mix
The Marketing Plan
Sales Defined
Sales Strategy
Sales Force
Customer Service
Sales Evaluation
Conclusions
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Definition of Marketing
Marketing is the strategic process of
bringing products and services to
market that fulfill a customer’s value
requirements.
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Components of the Definition
Marketing is …
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Integral to strategy
A dynamic process
Customer oriented
Value focused
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The Basic Marketing Mix
• The Four P’s of the Marketing Mix:
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Product – products and services offered
Place – distribution of products/services
Price – adoption of pricing strategies
Promotion – marketplace awareness
• Framework for Marketing Plan
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The Marketing Plan
Elements of a successful plan:
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Built on the Marketing Mix framework
Strategically integrated with business plan
Interdepartmental involvement
Addresses the appropriate timeframe
Based on objective market research
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Sample Marketing Mix
Product
Place
Price
Promotion
Products Offered
Process Type
Pricing Strategies
Advertising Strategy
Product Research
Inventory Control
Volume Discounts
Trade Shows
Field Trials/Testing
Facility Location
Published Prices
Product Displays
Product Branding
Market Proximity
Quantity Discounts
Product Give-aways
Bagged v. Bulk
Distribution Channels Seasonal Pricing
Discount Coupons
Markets Served
Specifier Education
Market Research
Technical Assistance
Market Segments
Market Share
Customer Share
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The Marketing Plan
Structuring the Marketing Plan:
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Current market analysis
SWOT analysis of current conditions
Long/Short-term marketing objectives
Specific achievement goals
Financial analysis
Evaluation mechanisms
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The Marketing Plan
• Current Market Analysis:
 Describe current market conditions:
 Products/Services Offered
 Who are your customers
 Who are your competitors
 Where are your markets
 Identify regulatory challenges
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The Marketing Plan
• Current Market Analysis:
 Describe current market conditions:
 Products/Services Offered
 Branded products
 Generic vs. Custom Products
 Wholesale or Retail Products
 Bagged vs. Bulk
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The Marketing Plan
 Branded products . . .
o Establish a unique product identity
o Connects the product to your company
o Brand name equates to quality product
o Assures satisfaction of value perceptions
o Name/Logo related to product value
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The Marketing Plan
Branding Examples
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The Marketing Plan
• Current Market Analysis:
 Describe current market conditions:
 Who are your customers
 What business are we in?
 What constitutes value?
 Where are your markets
 Understand market segmentation
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Custom Blending
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Custom Spreading
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The Marketing Plan
 Market Share . . .
The percentage of a given market area’s total compost
sales earned by your company over a specified time
period. (Breadth)
 Customer Share . . .
The percentage of a given customer’s total compost sales
earned by your company over a specified time period.
(Depth)
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The Marketing Plan
• SWOT Analysis of Current Conditions:
 Analyze each market condition:
 STRENGTH
 WEAKNESSESS
 OPPORTUNITY
 THREAT
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The Marketing Plan
• Long/Short-term Marketing Objectives:
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Broadly define strategic objectives:
Briefly describe 2 – 5 year context
Specifically define short-term objectives
Use qualitative and quantitative terms
Utilize the Marketing Mix framework
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The Marketing Plan
• Long/Short-term Marketing Objectives:
 Broadly define strategic objectives:
 Briefly describe 2 – 5 year context
To establish a marketing and sales presence in the
Willamette Valley wine grape market by the end of
calendar year 2014
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The Marketing Plan
• Long/Short-term Marketing Objectives:
 Broadly define strategic objectives:
 Specifically define short-term objectives
To increase compost sales in Butte
County by 5% by the end of 2014.
Add two major accounts in each sales
territory by the end of 2013.
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The Marketing Plan
• Specific Achievement Goals:
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Clearly define SMART goals:
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specific goal statements
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measurable goals
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attainable goals
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realistic goals
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timely goals
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The Marketing Plan
• Financial Analysis:
 Develop a marketing budget:
 Must be consistent with business plan
 Involves input from other departments
 Include allocations for all activities
 Create a living budget (reforecasting)
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The Marketing Plan
• Evaluation Mechanisms:
 Process for tracking goal achievement:
 You can manage what you measure
 Examine progress on broad objectives
 Primary focus is SMART goals
 Import sales reports
 Include mechanisms for correction
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What is Sales?
• Definition of Sales
• Essential elements of the Sales process
• Focus on specific elements:
 Developing a sales strategy
 Deploying the sales force
 Servicing the customer
 Evaluating performance
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Definition of Sales
Sales is the integrated process of
developing, managing, and executing a
mutually beneficial exchange of goods
and/or services for value
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Sales Strategy
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Developing a sales strategy . . .
Strategy complements marketing plan
Emphasizes critical market approach:
Market share
Customer share
Addresses customers’ value perceptions
Utilizes Brand identity
Promotes benefits of quality compost
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Sales Force Deployment
• Deploying the sales force . . .
 Knowledge of product and industry
 Clearly define sales territories
 Determine methods of deployment
 Understanding of strategic approach:
 Focus on strategic target markets
 Emphasize market or customer share
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Sales Force Deployment
 Knowledge of product and industry . . .
Product/Industry Knowledge
Personal Characteristics
Composting Process
Honesty/Integrity
Compost Uses and Benefits
Confidence
Product Quality
Enthusiasm
Regulatory and Safety Issues
Acceptance of rejection
Competitors and products/pricing
Initiative
Customer’s Industry
Persistence
Passion
Eagerness
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Servicing the Customer
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Servicing the Customer . . .
Prompt responses to inquiries/complaints
Accurate and timely proposals
Consistent product quality
Realistic and accurate scheduling
Reliable and courteous delivery system
Consistent “after-sale” follow through
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Evaluating Performance
• Evaluating sales performance . . .
 Initiate sales reporting procedures
 Develop meaningful metrics
 Establish regular review meetings
 Encourage customer feedback
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ANY QUESTIONS?
Contact Information:
Vince Tye
209.830.3001
[email protected]
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