MODUL 4 : STRATEGI PEMASARAN

1. MODUL 4 : STRATEGI PEMASARAN

2. 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.

3. 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

4. MARKETING STRATEGY PROCESS7 steps 1Consumer 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

5. STEP 1 CONSUMER ANALYSIS Objective : To identify segments or groups within population with similar needs • Look at the consumer • Look at consumers’ needs HOW??

6. STEP 1 CONSUMER ANALYSIS What questions to be asked???? What is the need category? Who need us and why? Who is buying us? Who is using the product? What is the buying process? Is what I’m selling a high –or-low-involvement product? Do I intend segment the market? HOW??

7. 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

8. 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

9. STEP 1 CONSUMER ANALYSIS What are steps involved in buying process??? 1 Awareness – Interest, Problem Recognition A point where a person realize a need Our current clinic can’t serve our employees who is residing around secluded areas. What do you suggest, team? I don’t feel good, Mum. Can you send me to clinic?? CASH PATIENT PANEL COMPANIES

10. 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

11. It’s true that Penawar is accessible at any areas. But, I heard from neighboring company that their MC rates are high?! Penawar is quite further up and cheaper, Mum, whilst Cilinic A is nearer and charging us higher…. . CASH PATIENT PANEL COMPANIES STEP 1 CONSUMER ANALYSIS What are steps involved in buying process??? 3 Evaluate the alternatives

12. 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??? • Use marketing tools to provide buyer information explaining what level of performance they can expect • Providing a basis of comparison with competingorganizations

13. 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

14. STEP 1 CONSUMER ANALYSIS 4 Is what I’m selling a high –or-low-involvement product? CONSUMER BEHAVIOUR MATRIX

15. STEP 1 CONSUMER ANALYSIS 5 Do I intend to segment the market? Why? How? Why do we need to segment the market?? To identify segments are large enough to serve profitably To identify segments that can be efficiently reached by marketing efforts To help develop marketing programs i.e. circumcision campaign, CRM activities

16. STEP 1 CONSUMER ANALYSIS 5 Do I intend to segment the market? Why? How? There are four major segmentation variables Geographic - divides the market by country, state, region, city Demographic – divides a population based on below measurable variables to reach homogeneous group of people i.e. age, sex, income, marital status Psychographic – divides the market by psychological difference i.e. Life-style, personality Behavioral - divides the market by observable purchase behaviour i.e. usage (amount of visit), purchase occasion (annual med. C/up), brand loyalty

17. STEP 2 MARKETING ANALYSIS What questions to be asked???? Where is the product in its product life cycle? What is the relevant market? What are the key competitive factors in the industry? HOW??

18. 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??

19. STEP 2 MARKETING ANALYSIS 2 Where is the product in its product life cycle? Occupational Health Doctor PRODUCT LIFE CYCLE MARKET SALES TIME

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

21. STEP 2 MARKETING ANALYSIS 3 What are the key competitive factors in the industry? There are five major key competitive factors in most industry • QUALITY – Products • Drugs, Doctors • PRICE – Competitive • Flat rate of medical charges • ADVERTISING – How do we do it?? • Leaflets distributed via Monthly invoice, clinic chains • Brand loyalty is crucial due to few differences • Research and Development – MEDINET • Service – Value added services • i.e. Medivan, FOMEMA on-site med c/up at no additional cost

22. STEP 3 ANALYSIS OF YOUR COMPANY VERSUS THE COMPETITION What questions to be asked???? What is Penawar good at? What is the competition good at? Who are we in the marketplace? What are our resources versus those of the competition? What are the market shares of the industry players How does the product perceptually map against the competition? HOW??

23. STEP 3 ANALYSIS OF YOUR COMPANY VERSUS THE COMPETITION 1 What is Penawar good at? 2 What is the competition good at?

24. 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 ? ?

25. STEP 3 ANALYSIS OF YOUR COMPANY VERSUS THE COMPETITION 4 What are our resources versus those of the competition? • People – Headquarter staff as supports to branches activities • Technology, Research - Medinet • Sales Forces – Corporate Services Department • Cash • Trade Relations – Good supplier with good rates • Manufacturing – PenawarNet clinics???

26. 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 PRICE High Low QUALITY

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

28. STEP 4 REVIEW OF THE DISTRIBUTIONCHANNEL 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???

29. STEP 5 DEVELOPMENT OF MARKETING MIX MARKERTING MIX HOW?? PRODUCT PLACE PRICE PROMOTION

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

31. STEP 5 DEVELOPMENT OF MARKETING MIX1 How does my product fit with my existing product line? Key word: TO STAY IN TANDEM WITH CORE BUSINESS

32. STEP 5 DEVELOPMENT OF MARKETING MIX2 How will I differentiate my product? There are many ways to do it; • Features – Wide chains of Poliklinik Penawar • Fit • Styling • Reliability – 8 clinics opening 24-hours, full administration office to support branches activities • Packaging - • Sizes - Wide chains of Poliklinik Penawar • Service – Value added services • Brand Naming- Poliklinik Penawar

33. STEP 5 DEVELOPMENT OF MARKETING MIX3 How does the product life cycle affect my plans? Based on the point in the Product Life Cycle (PLC)

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

35. STEP 5 DEVELOPMENT OF MARKETING MIX1 What type of distribution strategy should I select? • EXCLUSIVE – Sell in only one outlet in each market • i.e. Salvatore • SELECTIVE - Sell in only a few outlets in each market • i.e. GUESS, Marks & Spencer • MASS OR INTENSIVE – Sell in as many outlets as possible • i.e. soap

36. STEP 5 DEVELOPMENT OF MARKETING MIX2 Which channels of distribution to choose • PRODUCT SPECIFICS – The level of attention needed for the sale, newness • i.e. newly opened Poliklinik Penawar • NEED FOR CONTROL - The ability to motivate the channels to carry the product effectively and appropriately enters into the placement decision • i.e. chain of Poliklinik Penawar in Gelang Patah • MARGIN DESIRED – The analysis of the channels distribution helps to determine the potential profits available

37. STEP 5 DEVELOPMENT OF MARKETING MIX PROMOTIONAL DECISION Set goals to affect the buyer behavior

38. STEP 5 DEVELOPMENT OF MARKETING MIX Mak, ada kedai baru yang tengah buat renovation tu, tak silap Minah nak buat klinik Penawar. Mak perasan tak? Oh…Poliklinik Penawar will be opening in our area soon. That would be good then, because our current clinic is 10-minutes drive from here. CASH PATIENT NON-PANEL COMPANIES

39. Buying Process Promotional Mission INTEREST Provide compelling message, solve a need message STEP 5 DEVELOPMENT OF MARKETING MIX Mak, ada kedai baru yang tengah buat renovation tu, tak silap Minah nak buat klinik Penawar. Mak perasan tak? Oh…Poliklinik Penawar will be opening in our area soon. That would be good then, because our current clinic is 10-minutes drive from here. CASH PATIENT NON-PANEL COMPANIES

40. Buying Process Promotional Mission TRIAL Motivate action STEP 5 DEVELOPMENT OF MARKETING MIX Mak, Poliklinik Penawar tu ada kempen pembukaan tau. Free pemeriksaan tekanan darah dengan ujian air kencing. Jom kita pergi mak!!! Oh…Poliklinik Penawar is applying to be our panel clinic. Let’s have a meeting this afternoon to discuss on the proposal. CASH PATIENT NON-PANEL COMPANIES

41. Buying Process Promotional Mission REPURCHASE Cue to buy, increase usage STEP 5 DEVELOPMENT OF MARKETING MIX • Long-term medication • Vaccination • Immunisation • Pre-employment • Annual medical cup • Occupational health services • BOFAC training CASH PATIENT NON-PANEL COMPANIES

42. Buying Process Promotional Mission LOYALTY Reinforce brand or image, special promotions STEP 5 DEVELOPMENT OF MARKETING MIX Mak, Penawar tu ada bagi belon kat budak-budak tau. Si Syed ngan Mohza tu suka la…..dapat belon. We should send somebody to attend the Panel Open Day. It would be good, for we can discuss any problems and get new info from them. CASH PATIENT NON-PANEL COMPANIES

43. STEP 5 DEVELOPMENT OF MARKETING MIXFive general categories of promotional efforts • ADVERTISING • Company vehicles • PERSONAL SELLING • SALES PROMOTION • PUBLIC RELATIONS AND PUBLICITY • Pesta Basikal, Panel Open Day • DIRECT SELLING • On-line Catalogue of Drug/First Aid

44. STEP 5 DEVELOPMENT OF MARKETING MIX PRICE DECISIONS: What Should My Price Be COST PLUS PERCEIVED VALUE TO THE CONSUMER SKIMMING PENETRATION THE PRICE/QUALITY RELATIONSHIP MEET COMPETITION MEET PROFIT GOALS BASED ON THE SIZE OF THE MARKET PRICE BASED ON THE PRICE ELASTICITY OF THE BUYER

45. STEP 6WHAT ARE THE ECONOMICS OF MY PLAN? What questions to be asked???? What are the costs? What is the break even? How long is the payback of my investment?

46. STEP 7GO BACK AND REVISE THE PLAN 1Consumer 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