TO : All
Attention: 1. Elena
2. Sharifa
3. Aubrey
4. Charisse
5. Aprilyn
6. Marjobie
7. Elena
SUBJECT; MORE KNOWLEDGE ON MARKETING TO BE USED IN DAY TO DAY SELLING AND MARKETING PLAN PREPARATION
1. Atin pong basahin
2. Atin pong basahing mabuti
3. UUWI LANG PAG MAY BENTA. PAG WALANG BENTA WALANG SUSUWELDUHIN
4. Maging isang productive na kawani at mamaya - magkarron ng resulta
5 Baguhin ang trajectory ng HOLY GARDENS
---------- Forwarded message ---------
From: Jorge Saguinsin <jorge@holygardens.ph>
Date: Tue, May 3, 2022 at 2:18 PM
Subject: 010 JUS 243 Explanation of marketing topics for review
To: Madel Holy Gardens <mrss@holygardens.ph>, Ma Veronica Miranda <iamveronmiranda@gmail.com>, Holy Angels Morong <admin@holyangels.ph>, <jorge549.holygardenshr@blogger.com>, AR Saguinsin <arsaguinsin@gmail.com>, Jorge Saguinsin <jorge.holygardens@gmail.com>
From: Jorge Saguinsin <jorge@holygardens.ph>
Date: Tue, May 3, 2022 at 2:18 PM
Subject: 010 JUS 243 Explanation of marketing topics for review
To: Madel Holy Gardens <mrss@holygardens.ph>, Ma Veronica Miranda <iamveronmiranda@gmail.com>, Holy Angels Morong <admin@holyangels.ph>, <jorge549.holygardenshr@blogger.com>, AR Saguinsin <arsaguinsin@gmail.com>, Jorge Saguinsin <jorge.holygardens@gmail.com>
Objectives:
1. To increase learning on marketing and/or refresh if forgotten
2. To increase sales and consequently the earnings of CSS and CMO under DILP
Reality:
1. Sales on the decline
2. Zero if not little knowledge of marketing
3. Bad interments; undelivered documents
Topics:
1. Purpose of a business
A business is an entity that creates customer. Therefore there are two important functions above all others
1. Marketing
2. Innovation
How does a business create customer:
1. Designing new products or products that solve problems of the customer
2. Keeping in touch and satisfying the customers most of the time
3. Soliciting new customers through prospecting
4. Repeat sales for existing customers or cross selling up selling
Some organization focus on power struggle or authority. But that is not the way to run a business. Priority always in the business is customer
As in Christian doctrine, the one who serves the customer best wins. In many of the sports, as tennis, table tennis, volley ball, the winner is
one who serves best. The Christian doctrine prescribes faith, love and charity. The faith and love are useless without charity ie service
2. Market industry
Many of us made the business world complicated and peppered with academe jargons. Many workers, envision the perky business world:
suits, executive suites, glitzy offices. But all businesses is just like any sari sari store. It is about selling goods and services to a buyer.
Many college graduates think they are above that and prefers only office work, and disdain the reality of business, ie a seller and buyer transacting
A business is a collection of buying and selling transactions
The market of is a group of transactions ie of business lumped together
The industry is composed of a group of markets transactions
The economy is sum total of industry transactions.
The basic unit is the transaction: a buyer and seller
3. Importance of customer service
Since the purpose of the business is to create customers it is paramount to develop, capture and retain buyers/customers.
Who is the customer? The customer is the one who pays. He is the paying prospect.
Some adage have been made regarding the customer. Rule #1. The customer is always right. Rule #2, if the customer is wrong
go back to Rule No 2 But new employees are against this rule and riles vs customer service
This post has made a ppt uploaded at Slideshare. Slideshare bougquet of customer service This covers:
1. Initial customer contact
2. At the office
3. Establishing rapport
4. Tripping
5. Closing
6. Plaisir the five senses. This is the latest. The customer service especially in the service business must appeal to the five senses:
taste, smell touch, hearing, sight. These appeal must be worked on. Thus hotels provide colors and pleasant architecture - sight;
good food - taste; pleasant smell - smell; piped in music or white sound hearing, and soft beds and pillows silk and leather covers -
touch. This was started by Sofitel - one of the most successful organizations running hotels
There are other aspects of operations where superior service is required say in memorial park:
1. Billing
2. At the office
3. Parking
4. All saints day
5. Answering phones
6. Interactions with the SG
7. CR - clean ba or foul smelling. with water ba? With soap and tissue
However there are two important transactions which must be addressed:
1. Documents delivery after payment. Thats what the customer paid for
2. Interment service. That is the ultimate experience where CS can be seen.
ATM we have failed in these.
4. Business model: PTM, customer link, customer channel,
A marketer should take note of the business model, so that he becomes relevant to the business
The parts are:
MVP - main value proposition what is the value being provided by the business or by the product to the PTM
at the center. It is not the product but the solution being offered by the product.
What is the pain being removed in the customer?
What is the gain being provided?
Say a dandruff product: Pain being removed - the embarrassment of having dandruff falling on social occasion
Gain: being more handsome and socially pleaing or fragrant
Primary Target Market - a business cant be every thing to every people, Although it can only provide sizes and models
A particular model say a HRV appeals to only certain group of buyers, so with SUV It must be clear what
are the offerings to which market category you are wooing. So we have the Nielsen classification:
A 1% of the population The rich and super rich residing in Forbes and Dasma or in 50 million condo Earn 1M a year
B 9% of the population. Residing in Bel Air, SLV, Ayala Alabng, Corinthian Earn P500K to P999 a year
C. 20% the middle class. Junior execs, entrepreneurs P251K to P499
D 30% of the population. Those earning minimum wage. P150k to P250K
E 40% of the population The farmers, those under employed Earn less than $1 a day P100 to P300/day
In the current election campaign, LR is supposed to be wooing A to C while BMM the D and E. They are more in number and therefore
Victory is predicted for this candidate.
This has given rise to bottoms up marketing and/or sachet marketing. The marketer sells to these large but purchasing power
challenged mass via sachet that are affordable. A sachet of shampoo, lotion, or deodorant. (The environmentalist hate these
marketers for the waste they create
Customer link - the customer service being provided. the CRM or rewards system if any, or DM at social media
Customer channel -- via again DM, or gmail marketing (Google ads) or FB or agents, or brick and mortar store
5. Product is a solution to a problem: what is the pain that the product removes, pain or gain for the customer
We do not sell product. We sell solutions. A computer is a solution to mails, storage of data, searching of data, research. It is never a hard
ware that we buy because it is a technological wizardy.
An android provides: music and video for entertainment; a calculator, as a gadget to compute, fm radio for music, cameras for memory apps to
measure bp and other things.
So in general, we determine what is the pain to be removed by the product from the customer, and what is to be gained.
So for a memorial park as a solution to a problem;
Pain to be removed - the grief, the availability of burial ground, the minding of other details needed in the interment. Thus if
could handle the death certificate and burial permit
Gain - prestige, appeal to the pride and ego of the buyer, orderly and beautiful situs.
It is best to get prospects first before building the product So what do you do - build a commercial complex and then advertise for the
lessors, or determine first the need for a commercial complex and then build the complex.
So some mega companies, seek revenue estimation first before committing cap ex. Some non experts do it the other way around. Build
the product first and then Bahala na si Batman for revenues. Stark difference between Tony Boy when running PLDT. Tony Boy focused
on Cap Ex. MVP focused on revenues.
6. Vision, cash flow sales: AATR
They are interrelated: Vision, cash flow sales: AATR
A company has a vision (a picture an image of what the business will be in terms of size, market coverage, other business to be in)
say computer in every home
To achieve this you need cash flow (not coming from loans or IPO not everybody has access to money or capital markets)
To have cash flow, you need Sales
To achieve sales, you need:
1 Availability of the product. Are they finished product, can you procure them from China. If it si real estate - can you delivver the
documents, or is construction completed 100%. Have the amenities been completed? You cant have smokes and mirrors (as
some dominant computer companies did. They got advanced for products that are still being developed In real estate, HLURB
prohibits pre selling of uncompleted units. But it has been the practice for condo business. The developers start pouring the
foundation only if 100% of the unit have been sold or with DP. Some though who have the money finish the projects without
prospects and end up leasing the units under lease to own
2. Awareness. Building a better product does not make the market troop to your doorstep to buy the product. You have to make the
product known to the prospects via various means. Educate them about the product features, price and performance.. Only then can
you expect the prospective buyers come rushing ot your door. The soc media has made it easier for awareness. Thus many start
ups became successful because of the Marketing site - FB where over 2 B a day make clicks.
3. Trial - You have to have the prospect prove experience the product. For cars it test drive For food, it is product sampling. For
meds, it sampling the MD for trials and free samples for their patients. For condo, it maybe "For only P20k move in Or sample
free massage card. Free one night stay at a Glamping site
Unless the prospect has experienced the product or service, seldom will there be sales.
For a condo or residential unit, it is the open house or free tripping.
For casino, if you take a bus say from NJ to Atlantic City, ,the bus gives you $100 worth of tokens (free) for you to play slot machine
or black jack, And then the $100 gets the person hooked: forever. Or even addicted.
4. Repeat sales - this is the sweet spot for the marketers. There is no more expense needed to acquire the customer like the 20% or so needed
get the customer. You spend this on ads, ,tripping, commission, freebies. 60% of the profit of typical company comes from
repeat sales. Projection planning is easier for this group of customer Says ANI chief Tony Chui, (the dummy of Binay)
the consumption buying pattern of repeat sales can be predicted. It is no brainer and does not require rocket science
7. 3cs in a business environment
There was a question as to who really decides in the company: the Board or the CEO. Usually we say it is to top honcho. But in reality that
the decision is determined by forces outside the board room. They are (if the company lacks leadership)
1. Customer - the customer is a moving target, and his wants (take note) constantly changes As a being connected to the infinite and in
search of constant improvement, will outlive or discard your product in favor of something better. If you do not provide the
better product, someone else will.
2. Competitor that is the entity that might provide the better solution to the customer wants. Or the competitor may have all ready done that. Improvement of price, features, size and so on. Then you play catch up to match the price and features. Or provide something
better.
3. Company - You cant be a dictator in your own company. It is always politicalized. You pay attention to the workers, to the regulators,
the directors. lenders. It is never a singular unitary action. These various stakeholders have to be placated
Thus it is the interaction among the three that determines the correct marketing mix/strategy
8. Marketing definition
Marketing is constantly - operant word is constantly. It never ends, It is done on a daily 24/7 basis
providing customers wants and needs. - both needs (basid Maslow needs) wants are slight variation in the needs
better than competitor - you have to be better than them; if not match them
at a profit - you are in business to have margins. You cant give away your product. There is always a concern for revenues, and
margins. ROI has to be computed always. You run the marketing campaign as per budget and strict financial disciplien
A good marketing plan has both the cash flow and PNL projection. Pag walang kuwenta, walang kuwenta compania
9. Branding vs Marketing
They are often mistaken to be the same
Marketing - we have defined marketing above.
Branding - is the sum total of customer experience on the product. A brandman's activity include;
1. Name
2. Logo type and packaging
3. Advertisement
4. Formulation and product performance vs advertisement claims
5. Customer feedback, and review of product performance at the POS and final consumer
No 5 is the most important. How is the customer experience with you product or service. It has to be audited, and improved. Otherwise you suffer
death and decline of teh
10. Guerrilla marketing; cobra(nding)
This the type of marketing where you skimp on the budget and do not do a full budget marketing The options are:
1. Word of mouth (you now term this use of influencer) You do not go for a P600,000 30 seconder but go via FB using an iinfluencer and
or a FB post
2. WOM (word of mouth) you use Maritess to spread the word. You try to develop disciplines for your product who will speak tons about
your product or mere testimonies. Of course these entails PHP
3. Unique ads or billboard displays. You make your agency or ad company do something that is memorable like a live billboard in down town
or a nightime drone display.
4. Do a unique campaign. Like the Just do it by Nike. It is seldom that you get to do this
5. Co branding. Tie up with other advertisers to do an event or ad campaign. Say ________coffee and __________snax go together well.
11. Promotions, ads Ogilvy and Mather
They were the kings of outdoor and print copies They espoused for the print ad long write ups to describe the products and its features.
But no more than 7 words for the outdoor billboards. Pics that stand out It must be noticed They gave birth to new job: the copy writer.
The highest paid ad man
12. Above the line and below the line marketing; writing an ad
Above the line is the old advertising: TV ad, newspaper ad where you as an FMCG (fast moving consumer goods - toothpaste, detergent, shampoo
milk coffee clothing, P100k rental for outdoors.
Below the line is events marketing; sponsoring marathon, gigs, song festivals, street party (SMB often does thisi in towns) where they have free bands and
drinking parties. Pulutan may be free and or prices of drinks are discounted. Now they cover iron man, bike competition, basketball games, marathons
and the like These used to be be small budget for this, but has grown because of increased customer engagement
Writing an ad is not as simple as it is. You hve to research the PTM and product features, and the customer experience and high light those You have to
find the switch and magic word
Switches to discover:
1 Likability - this can be outside the ad. You have to do things that are good for the community
2. Data proving you must have a history of making correct claims and promises
3 Authority switch - people buy products that are endorsed by a political or or TV personality or by you if you are seen as an authority
Other strategy that sells:
1. Scarcity - when your supplies are limited
2. Time constraints - if the product will not be available on a certain date
3. Price increase - people buy when they know they can save over the long term
4. Fear - when the product involved is to protect the health and safety of the buyers Thus a protective film on panel doors can
be sold easily of you show pictures of persons decapitated walking through an unprotected door panel
13. AIDA
This used to be rule of thumb when writing an ad. They assure that the ad will be read and will be effective. It has gained even a greater
importance when used in Android phone marketing on FB The android gets swiped and it is very likely that your ad will not be read unless:
1. A - you get their attention. An eye catching picture or sticker will catch the attention of the reader, he/she will stop scrolling and read your ad
2. Interest. An interesting feature that is unique, out of this world and outstanding
3. Desire - a special offer that will make you buy. A discount a plus one, free delivery Or pay after 30 days. A money back guarantee. Anything that
make him/her part with his $ O P for the product
4. Act - order now, call now, visit our office now. Avail now. CTA, Before this were coupon. Message us now. Pay via GCash
Example:
Greek yogurt - lowers body weight by as much as 10 lbs in one month Attention
Now available here Interest
Special offer of 5:1, only P200 per order free delivery Desire
Order now, limited offer Action
Think like a scammer who is doing something illegal to get your sales Yours is legit
16. SOC media marketing; digital marketing; AIDA ads, FB ads, FB wifi, FB live streaming - google ads, YT (2nd search engine) FB ads
We have not fully utilized the various soc media or stopped using them:
1 Google is now the biggest search engine, You tube is now the 2nd biggest search engine. We have stopped posting at You tube
2. Google ads - it has taken more than a year. We have not completed the Google ad offer to advertise.
3. FB wifi (no action)
4. FB live video
5. Do our people know how to make a FB ad
17. Sales funnel: this is the same as sales process
1. Suspects
2. Prospects
3. Qualifying
4 Tripping and product experience
5. Handling objection
6. Ordering and sales closing (payment)
7. After sales service
At number 4, you can give rewards to those who agree to a tripping
18. Sales management: recruitment, training, sales meeting, reward
The adage is recruit for the day and train for the week The key to sales is having more sellers You can recruit and retain sellers It is dependent on
your passion and focus.
Talk about benefits and how easy it is to sell You have to motivate the sellerrs How easy to earn money only using your saliva. How expensive it
is to have saliva in your mouth.
You have to look everywhere for sellers: buyers, students, ex OFW who have no jobs. jobless people Go and seek for sellers Advertise
make an offer at FB
1. Sales training - It is best done by:
1. Having product knowledge. Have the trainee memorize
2. Role playing as seller and buyer
3. Tagging along a senior as sales presentations are made
4. Celebrate congratulate small victories with a gift or snacks
2. Sales meeting
A venue where sellers are:
1. Reminded of the fact that they are part of a team hence are part of a team
2. Sharing of experience to gain confidence
3. Spreading the news about new products, new developments, prizes etc.
4. Games and prizes will enliven the meeting ; awards even certificates for performers
19. Prospecting
You can sell if you have prospects. No prospects, no buyers. Acquiring prospects is an important activity at marketing oriented company
Make filling up DPMS and DILP as an important tool, to assure constant inflow of prospects.
No fake non existent prospect or just copy names from phone book
Submit DPMPs DILP daily
20 . The importance of self development
1. Passion Love what you do and do what love. Nothing is this world got done without passion. The great companies were born out of
passion of the entrepreneur like apple, or MS of Bill Gates
2. Time management - giving php value to your time. Learn to have a work schedule. Focus only on important value adding tasks like
sale training. Not on routine or messengerial tasks
3. Good manners and etiquette Yes we want to be sold by courteous respectful people. Unlike online sellers who:
1. Label you as bogus buyer if you dont buy
2. Read first para hindi maraming tanong
3. Bully you into buying
4. Lies to you
5. Do not greet or thank you
4. Integrity - keeping your word Mean what you say and say what you mean. Arrive at your appointment exactly. Plan ahead so
that you are not late
5. Goal setting It is important to know what you want and be clear about this.
6. Self discipline you have to have your schedule and stick to it. Time to read to increse your knowledge. Time to make your sales report. Time to
calling or you prospects.
7. Secret of becoming a millionaire - focus What is the secret to being a millionaire. Focus. Focus on the things that prevent you from
making that sales Get these obstacles one by one until they are gone. Move on to the higher level
8. How to win friends and influence people
By Dale Carnegie. It is timeless. It is still the bible for selling and solving problems on CS Influence is leadership. Leadership is getting people
to say yes and buy:
Rules
1. Smile
2. Listen
3. Give genuine and sincere appreciation
4. The sweetest sound to any person in any language is his first name
5. Do not criticize, complain or condemn, (or chismis now Martiess)
6. Be genuinely interested in other person
9. Determination and persistence alone is omnipotent"; talent will not education will not. the world is full of educated derelicts Favorite of
Ray Kroc in expanding McDonald. The largest fast food chain is McDonald. Jollibee aims to outgrow McDonald. Tan Cak Tiong is fast
expanding worldwide. How often we give up on the edge of victory when the vein of a gold mine is just a bend away. Many stop when they
have problems
10. Seize the Day. When opportunities come seize it. When opportunity is gone it is gone forever. Like a FB post. Its algorithim says it is visible only
for say 25 mins or after 25 views. When that is over the post is over, you may not see it again
You see a prospect, claim it. The company offers you opportunity to make more due to a promo, grab it. It may not be offered again Time waits for no
one. The universe is unfolding as it should. It waits for no one
11. Problems solving
Your task as a sales person is to offer solution ie solve problems of customer. Thus you have to be very positive about a day. A negative thought drives
away positive thoughts and Karma. Hence you may not be able to sell if you are negative Do not be overcome by problems for you to sulk. You are
the light of this earth. You are to give guidance for those who are lost. Your smile and advice will be valuable to those who are despondent
Be a problem solver. Do not be a victim
12. Your success is written in the routine. Change your habits and then surely the trajectory of your life will change Get out of your comfort zone. Be the way
you are and expect the same in your life.
Expecting different results without changing yourslef is insanity. Albert Einstenin
How many of these topics can you remember and lecture on
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