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Building a Powerful Marketing Plan. Marketing : The process of cre ating and delivering desired goods and services to customers involves all of the activities associated with winning and retaining loyal customers. Building a Guerrilla Marketing Plan. Un conventional, low cost, creative
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Building a Powerful Marketing Plan Marketing: The process of cre ating and delivering desired goods and services to customers involves all of the activities associated with winning and retaining loyal customers
Building a Guerrilla Marketing Plan Un conventional, low cost, creative marketing strategies designed to give small companies an edge over their larger, richer, more powerful competitors.
Objectives of a Guerrilla Marketing Plan • It should pinpoint the specific target market • It should determined customers needs and wants through market research • It should analyze the firm’s competitive advantages • It should help create a market mix that customer needs and wants
The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategic position of a product in the market place
Pinpoint the Target Market • The specific group of customers at whom a company aims its goods or services
Determining Customer Needs and Wants Through Market Search Objective: The objective of market research is to learn how to improve the level of satisfaction for existing customer and to find ways to attract new customers.
Market Research • The vehicle for gathering the information that serves as the foundation for the marketing plan: It involves systematically collecting, analyzing, and interpreting data pertaining to a company’s market, customer and competitors.
Questions to be answered • Who are my customer? • What are they looking for? • Where do they live? • What they do like? • Reasons of buying and not buying • Customers perceptions about business
Steps involved in Market Research • Define the Objective • Collect the data • Analyze and Interpret the Data • Draw Conclusion and Act
Guerrilla Marketing Principles • Find a niche and fill it • Don’t just sell- Entertain • Create an Identity for your business • Contact with customers on an Emotional level
Focus on the customer • Devotion to quality • Attention to convenience • Concentration on Innovation • Dedication to Service and Customer Satisfaction