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
