Transcript Document 7181313

Class 3
Sales &
Marketing
NBC1 2008, (c) 2008 Jay A. Smith
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Today’s Drucker
The purpose
of a business
is to create and
keep a customer.
NBC1 2008, (c) 2008 Jay A. Smith
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Sales & Marketing
Product/Service
Customers
COMPANY
Money

Sales (Revenue):
 Money
received for selling product or service
 Source of funds for business operations
 Basis for business existence

Marketing: how company gets sales
selection, pricing, promotion and distribution of products/services to
customers
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Marketing and 4 C’s & 2 S’s
Competitors
Suppliers
___ Company
Substitutes
NBC1 2008, (c) 2008 Jay A. Smith
Channel
Customers
Collaborators
th
協力者/協業者 “5 C”
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Customers
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Who are your customers (or target customers)?
How many potential customers are there?
What are their characteristics?
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How do they buy?
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Age, sex, wealth, education, hobbies, work, is it one person?
What are their goals, desires, needs, wants?
What do they think about?
Where do they get information? Who influences them?
What is important to decide (price, features)
When do they buy (seasonal products, bonus season)
When do they pay?
Market segment = group of similar customers
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Broad market = U.S. Market, Software Market
Narrow market segment = left-handed golfers
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Marketing Universe
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Product/Service (what)
Market (where, who)
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Location (U.S.,Japan,鹿児島市)
Gender (male, female)
Age (<21, 21-35, >70,子供…)
Activity (ski, golf, travel)
Preference (和風、洋風、辛口）
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Application (how, why)
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New application for a keitai
New application for a tree
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Example Consumer Market Automobiles
Segmentation & Positioning
Jaguar
In Pink
Jaguar
Mazda
Volvo
Ford
Classy
Zoom
Safe
American
Toyota
Car
Takako Tanaka
Wealthy, Single, Women
O
Single
Women
Wealthy, Single, Men
Single Men
Younger Families
Older Families
Older Drivers
NBC1 2008, (c) 2008 Jay A. Smith
O
O
O O
O
O O
O O O O
O O O
O O O
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Business Market Segmentation
How Many
1
Microsoft
Fortune
500
Large
Businesses
500
~ 10-20,000
Medium Businesses
Small Businesses
>1 person
9 million
1-person companies
All U.S. Businesses
NBC1 2008, (c) 2008 Jay A. Smith
10 million total
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Consumer & Business Markets
Haagen-Dazs
Product
Nike
Uniqlo
Starbucks
Microsoft
Intel
Dell
HP
GE
Sony
Hair Salon
Bloomberg
Amazon
Askul
ヤマト
Service
eBay
Secom
Consumer
Market
NBC1 2008, (c) 2008 Jay A. Smith
Business/Industrial
Market
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3rd Party Business Model
Product/Service
Customers
COMPANY
Money
Product/Service
User
COMPANY
Money
Other
Service
Sponsor
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Sales/Buying Cycle
Awareness => Interest => Trial =>Purchase => Repurchase
Hear About
Curious
Try
Buy
Keep Using
This Exists
Educate
Test
Use it
KeepBuying
Repeat customers are key to business success
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Industry/Market Life-Cycle
SALES
Awareness  Interest  Trial  Purchase  Repurchase
Emerging
NBC1 2008, (c) 2008 Jay A. Smith
Growing
TIME
Maturing
Declining
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Technology Adoption Life Cycle
Financial
Services
Academics
Tech. Fans
Innovators Early
Adopters
Main Market
Early
Majority
Late
Majority
Laggards
Time
Examples- Internet
NBC1 2008, (c) 2008 Jay A. Smith
Geoffrey Moore, Crossing the Chasm
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4Ps – “Marketing Mix”
Product (what do we make)
 Place (where do we sell it)
 Price (how much we sell it for)
 Promotion (how we communicate about it)
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Product
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What is our product and/or service
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Physical/tangible – alarm, software, newspaper, coffee
Intangible – security, insurance, information, experience
Why do people buy it
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What does it do?
How is it used?
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Does it need something else?
One-time or consumable?
Packaging (box, label, information, customer experience)
Positioning
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How different is it (perceived) from other products?
What is my brand image/strength
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Place – Where do I sell?
Choosing the Channel, Supporting It
 How many potential customers are there?
 Can I easily identify customer?
 How expensive is my product?
 How many products can I sell one customer?
 How powerful, or valuable are the resellers?
 Are there many resellers that compete?
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Price Issues
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What does it cost to produce? (floor)
 Cars,
Soda, Computers
 Pharmaceuticals, Software
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How much value does it have to customer?
(ceiling)
How many can I sell at each price?
 How
many customers are there?
 How much competition is there?
 Is it easy to compare with other prices?
 How much better is my product?
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Does price fit with my positioning?
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Price & Margin
Price to customer
Price to Channel
Cost
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Promotion
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Promotion (communications, “selling”)
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Advertising
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Push (direct mail, email)
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Pull (TV, radio, poster, newspaper, some banner ad)
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Is each customer readily identifiable?
Can’t readily identify individual customers
Internet can be push or pull
Chirashi?
Public Relations
Investor Relations
Intel Case Examples
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Motorola: 13 Wall Street Journal Ads
Intel: 6% rebate = 4% up to 66% of Print, 2% up to 50% of
TV/radio
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Visual Aids
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Humor in Advertising
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Packaging Functionality
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Product Positioning Promotion
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Promotion & Market Segmentation
Promotion Media
Taro Tanaka
Overweight, Athletic,
Beer-Drinking Men,
Who care about their figure
Overweight, Athletic, Beer-Drinking Men
Overweight Athletic Men
Overweight Men
Men
People
NBC1 2008, (c) 2008 Jay A. Smith
Direct Mail
Fitness
Magazine
Targeted
Poster
Football
Broadcast
Train Poster
Night TV
TV
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Women, buy ALL the stuff1
Women buy or influence the purchase
of nearly all consumer products
and an increasingly high percentage of
business related products
1 Tom Peters,
author of In Search of Excellence
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Next Class 5月27日
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Regional Goods Marketing Project
Presentation
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Region Marketing Project
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Group project 1-2 people
Pick product/service from Kagoshima or home
region/country
Pick a target market
Develop company sales/marketing/branding
promotion
5/月27日 presentation (powerpoint, poster, or other)
 Presentation:
5分
 Q&A and advice: 2-5分
 English Preferred
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Famous “Country” Products
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Mercedes Benz, BMW
Fendi, Versace
Victorinox
Rolex, Omega
Seiko, Casio
Elvis Presley
Gekkeikan, Kikkoman
Glenlivet, Chivas Regal
Jack Daniels
Jamieson
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German Car
Italian Clothing
Swiss Knife
Swiss Watch
Japanese Watch
American Rock & Roll
Japanese Sake, Soy Sauce
Scotch Whisky
Tennessee Whiskey
Irish Whiskey
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Guinness = Ireland = Genius?
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+ Alcohol as Product
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Easy to label, package
Niche-ability
Easy trial
Consumable
Addictive
Social pressure
Challenges
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159 国に
36.5億 本 per year
Advertising Costs
Channel Strength
Social pressure
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Region Goods/Service Promotion
Project
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Product/service:
Company/brand:
Customer target & size:
Promotion message:
Place:
Channel:
Competition:
Price:
Collaborators:
NBC1 2008, (c) 2008 Jay A. Smith
+ ADVERTISEMENT
Sample
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Promotion Project
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Product/service:
Company/brand:
Customer target/size:
Promotion message:
Place:
Channel:
Competition:
Price:
Collaborators:
NBC1 2008, (c) 2008 Jay A. Smith
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Kagoshima fresh tonkatsu
Big Pig Ka-ton
Japanese tourist hotels (200?)
Japan’s juiciest tonkatsu
Trade fair, magazine, site visits
Direct (sales force)
Kumamoto Ton, Nissin
Slight premium
Kagoshima pig farmers 会
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TM
So Fresh You Think It Can Fly
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Fit – Is this the Right Match?
Opportunity
 Environment (4Cs)
 Marketing Mix (4Ps)
 Selling/Buying Cycle (Goal)
 Promotion Message & Strategy
 Business Model
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NBC1 2008, (c) 2008 Jay A. Smith
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Suggested Readings
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Books
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Video
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競争の戦略 by マイケル・E. ポーター
日本の競争戦略 by マイケル・E. ポーター , 竹内 弘高
キャズム by ジェフリー・ムーア
フォーカス―市場支配の絶対条件 アルby リース
パーミションマーケティング―ブランドからパーミションへ byセス ゴーディン
ネットビジネス戦略入門 by パトリシア シーボルト
ペイ・フォワード with ケビン・スペイシー
ビッグ・チャンス with ケビン・スペイシー
Glengarry Glen Ross with ケビン・スペイシー
WWW
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Entrepreneur.com
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Class 4:
Marketing Presentations
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Region Goods/Service Promotion
Project
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Product/service:
Company/brand:
Customer target & size:
Promotion message:
Place:
Channel:
Competition:
Price:
Collaborators:
NBC1 2008, (c) 2008 Jay A. Smith
+ ADVERTISEMENT
Sample
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Fit – Is this the Right Match?
Opportunity
 Environment (4Cs)
 Marketing Mix (4Ps)
 Selling/Buying Cycle (Goal)
 Promotion Message & Strategy
 Business Model
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NBC1 2008, (c) 2008 Jay A. Smith
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Stealing a “Country’s” Product
Emphasize the Difference, Don’t Hide It!
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Advertisement Discussion
Product/Service
 Target Market
 Medium
 Value Proposition
 “Message”
 Buying Cycle
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NBC1 2008, (c) 2008 Jay A. Smith
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Product vs. Brand
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Product
Made at factory
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Brand
Purchased by Customer
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Can be copied
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“Unique”
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Quickly becomes old
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Timeless
Stephen King, WPP London
NBC1 2008, (c) 2008 Jay A. Smith
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Homework: Dell Online Case
Issues to Think About
Company History and Choices
 Industry & Competition
 Products
 Customer/Market Segments
 Pricing
 Channel/Operations
 Competitive Advantage
 Case questions & decisions
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