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ITEC0722: Mobile Business and Implementation: Mobile Marketing

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Title: ITEC0722: Mobile Business and Implementation: Mobile Marketing


1
ITEC0722 Mobile Business and Implementation
Mobile Marketing
  • Suronapee Phoomvuthisarn, Ph.D.
  • suronape_at_mut.ac.th

2
Mobile Marketing
  • What is Marketing ?
  • Def ?????????????????????????????????????????
  • Aim to know and understand the customer so well
    the product or service fits him and sells itself.
    The aim of marketing is to make selling
    superfluous.
  • Drucker, P.
  • Compared to selling (??????)?
  • Selling focuses on the needs of the seller,
    marketing on the needs of the buyer. 1
  • Mobile marketing is ..
  • Def marketing on or with a mobile device, such
    as a smart phone. Mobile marketing can provide
    customers with time and location sensitive,
    personalized information that promotes goods,
    services and ideas.

3
(No Transcript)
4
Characteristic of Mobile Devices
  • Mobile devices are always turned on
  • Mobile devices are always carried by consumers
  • Mobile devices are personal and rarely shared
    with another person

5
Benefits of Marketing on Mobile Devices
  • Reaching new audiences (total sales increased)
  • Direct marketing messages.!!!!
  • Easy tracking the effectiveness of mobile
    marketing campaigns
  • Inexpensive content.

6
Marketing Plan
7
Marketing Plan Versus Business Plan
  • Both plans (if separated) generally encompass
  • Executive Summary
  • Company Profile (Overview) corporate goals,
    etc.
  • Other topics, depending on the focus of the
    company and the plan..
  • However, a marketing plan also includes
    comprehensive details about Market Analysis and
    Marketing Strategy

8
Preparing a Marketing Plan
  • Market Analysis
  • Market Situation Audit
  • Marketing Research
  • Competitive Analysis
  • Market Strategy
  • Marketing Objective
  • Marketing Strategy
  • Marketing Goal
  • Marketing Activity

9
Market Analysis
  • The following are some of the areas to be
    investigated or questions to be asked in the
    market analysis as suggested by Drucker.
  • Who buys?
  • Who is the non-customer? Why does he not buy our
    products?
  • What share of the customers total spending?
  • Where is it bought?
  • What is it being bought for?
  • What does the customer buy altogether?
  • What do customersand non-customers buy from
    others? What satisfaction do they give that they
    cannot get from our products?
  • What product or service would fulfill the
    satisfaction areas of real importanceboth those
    we now service and those we might serve?
  • Who are our non-competitorsand why? (Note Who
    else might enter the industry and become our
    competitor?)

10
Market Situation Audit
  • Market characteristics
  • Market size
  • Market growth rate
  • External internal analysis (SWOT, for example)
  • Internal analysis (Strengths and Weaknesses)
  • 12M market reputation, money, manpower, mental
    agility, morale, management, monitoring,
    motivation, mores, machines, materials, movement
  • Product/service, marketing/competition,
    management
  • External analysis (Opportunities and threats)
  • TEMPLES
  • Technology, economy, market, politics, law,
    environment, society

11
Marketing Research
  • Marketing research involves conducting research
    to support marketing activities, and the
    statistical interpretation of data into
    information.
  • Market research, as a sub-set aspect of marketing
    activities, can be divided into the following
    parts
  • Primary research (also known as field research)
  • telephone, e-Research, questionnaire, street
    interview, product testing , customer panels or
    focus group
  • Secondary research (also referred to as desk
    research)

12
How to Conduct Marketing Research
  • The marketing research process spans a number of
    stages, including
  • the definition of a problem,
  • development of a research plan,
  • collection and interpretation of data and
  • disseminating information (formally in the form
    of a report).

13
Competitive Analysis
  • Market segmentation
  • Mass market, local market, individual market,
    niche market
  • Customer segmentation
  • Geographic, demographic, behavioristics
  • Product life cycle
  • Relative market share
  • Competition intensive
  • Competitors strategy
  • Porters 5 forces model

14
Product Life Cycle
15
Porters 5 forces model
16
Market Strategy
17
Marketing Objective
  • Marketing objectives should be clear and concise,
    realistic and inherently challenged.
  • For example
  • ???????????
  • ????????????????????????
  • ????????????????????????????? ????????
  • ????????????????????????????????????
    ?????????????????????????????????????
  • They can be obtained from the information of
  • Corporate strategy
  • All market opportunities from Marketing analysis

18
Marketing Strategy
  • Product-Market Growth Matrix
  • Marketing Mix
  • 4 Ps products, price, places, promotion

19
Product-Market Growth Matrix
20
Product-Market Growth Matrix (2)
  • Market penetration Market penetration occurs
    when a company enters/penetrates a market with
    current products.
  • Product development A firm with a market for its
    current products might embark on a strategy of
    developing other products catering to the same
    market.
  • Market development An established product in the
    marketplace can be tweaked or targeted to a
    different customer segment, as a strategy to earn
    more revenue for the firm.
  • Diversification Companies that dominant in one
    specific market can branch out into new markets
    to provide a new line of products that differ
    from their existing stock.

21
Marketing Mix (4P)
  • P1Product
  • the Product typically include discussions of
    product variety, quality, design, features, brand
    name, packaging, sizes, services, warranties and
    returns.
  • The customer rarely buys what the business
    thinks it sells him. One reason for this is, of
    course, that nobody pays for a product. What is
    paid for is satisfaction. Drucker

22
Marketing Mix (4P) (2)
  • P2Price
  • Identify (1) cost plus, (2) competitive price,
    and (3) standard price
  • P3Place
  • P4Promotion
  • The promotional element of the Marketing Mix
    generally consists of sales promotion,
    advertising,, direct mail, and the Internet, etc.

23
Marketing Goal
  • Identify marketing goal (???????????????)
  • SMART
  • Specific, Measurable, Achievable, Realistic,
    Time
  • For example
  • total sale or percentage of market share of your
    target market

24
Marketing Activity
  • Project or activity name
  • Objective
  • Goal
  • Budget
  • Schedule
  • .

25
Marketing Activities on Mobile Devices
  • SMS marketing
  • MMS
  • Push notifications
  • App-based marketing
  • In-game mobile marketing
  • Mobile web marketing
  • QR codes
  • Location-based services

26
?????????? (Strategic Planning)
???????????????? ?????????????????????? ?????????????? ????????





27
????????????? (Tactical Operational Planning)
??????????? /??????? ?????????????????????? ?????????????? ???????? ???????? ????????



28
Task
  • If you are the owner of a mobile apps development
    company, think of one application you want to
    offer to the IST faculty.
  • Write a marketing plan for it.
  • Give 5 minutes presentation in the class.

29
Reference
  • http//www.processexcellencenetwork.com/innovation
    /columns/peter-drucker-on-sales-and-marketing/
  • http//www.imgrind.com/benefits-of-mobile-marketin
    g/
  • http//mobithinking.com/best-practices/10-mistakes
    -mobile-marketing
  • http//en.wikipedia.org/wiki/Mobile_marketing
  • http//mindgayro.com/sheet/MKT2.pdf
  • http//www.mywebschool.com/blog/mobile-marketing-f
    or-tourism/
  • http//community.tradekey.com/article-237/ProductM
    arket_Growth_Matrix.html
  • http//www.processexcellencenetwork.com/innovation
    /columns/peter-drucker-on-sales-and-marketing/
  • http//en.wikipedia.org/wiki/Marketing
  • ???????????????? Writing a Marketing Plan, ??.
    ????????? ????????????, 2012

30
Question??
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