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Cardwell Marketing Ltd

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Cardwell Marketing Ltd

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    1. Cardwell Marketing Ltd

    2. Agenda Example Product Sales Proposition Product Promotion Price Place Database Marketing

    3. Our Product

    4. UMBRELLA MARKETS

    5. Sales Proposition Research why they should spend money Identify clusters Develop sales and marketing plan Agree specific sales campaigns for each of these groups, targets and budgets Pilot

    6. SNIPER NOT SHOTGUN

    7. 4 P’s - PRODUCT What does the customer want from your company? What are ‘the afters’? When do they want to buy it – what is the trigger event that gets the order from signed? Who buys it and why – who is involved in the process? Why you and not your competitors?

    8. 4 P’s - PROMOTION Advertising Personal selling Publicity and public relations Direct marketing Sponsorship Advertising New media

    9. 4 P’S - PRICING How much will they pay for it? Focus on the clusters where you make maximum profit Price versus quality matrix – is the company a Ford or a Bentley? Competitors Different prices by segment Up sell

    10. 4 P’S - PLACE Where do they want to buy it? Do different segments want to but in different ways for example in person, mail order or on the internet? What is the sales process and should it be different by cluster? Should we sell directly or via resellers?

    11. Database Marketing Use database to track activities and ensure they happen. Circular activity Measurable Customer touch programme Complimentary to other marketing activities Selective Interactive

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