Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives in the target market. Marketing mix is also known as 4 Ps based on four broad levels of marketing decision, namely: product, price, promotion, and place.
Product: It is an offer that meets a need of market.
Price: It is an amount consumer must spend to aquire the product
Promotion: It is an activity to increase sales or public awareness
Place: It is the channel, or the route, through which goods move from the source to the final user. Place could be the intermediaries, distributors, wholesalers and retailers.
Physical evidence: It is physical cues for customers to evaluate the product or service before they buy.
Process: Its referred to a series of actions or steps taken in order to achieve a businss goal.
People: People are the target audience as well as stakeholders.
For service marketing this is extended to 7 Ps, that is made up of the original 4 Ps extended by process, people, and physical evidence. Sometimes, service marketers use 8 Ps adding Promotion.
Since it invention of 4Ps model of marketing mix in 1960, many things have been changed. However, the essence of business, the profit-making is unchanged.
Businesses now a days use analytical tools to track their performances and makes themselves more resilient to recover from difficult conditions.
With technological development especially internet and its worldwide accessibility changed the way of marketing. This has one way made easier for marketers to reach their consumers and other way it has increased competitiveness.
No one will buy untill you tell something specific about your product that is relevant to market demand.
- Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of Pheonix, Prentice Hall, 2000, p. 9
Planning your marketing strategy
A marketing plan is a road-map of your current marketing strategy that would provide a direction of your organizational marketing efforts. This plan would be prepared through the comprehensive market research, consultation, feedback and observation of stake-holders.
Marketing plan should reflect your company vision, company mission, strategic goal, tactics and marketing objectives. It is expected that the plan will evolve over the time incorporating newer factors available over the time.
To finalize your marketing action plan, you have to answer following questions;
- Vision statement– A statement which reflects the preferred future of your organization.
Question – Where do you want to see your business in the future?
- Mission Statement – The purpose of your organization
Question – Why does your business exist?
- Goal – Broad, long-term aims that define accomplishment of the mission
Question – How you will accomplish the mission?
- Marketing Objectives – A quantifiable target to accomplish goal over a specified time
Question – What do you want to accomplish through marketing?
- Tactics – Action plant to implement a strategy
Question- What is the methodology will you adopt to implement your marketing strategy?
- Marketing Strategy – broad activities to achieve objectives
Question- How will you achieve your marketing objectives?
Please answer all 5 questions and don’t forget to subscribe to create Marketing Blue print.
If you haven’t read Article 1, please read here
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Simple steps to create Marketing Blue Print
Marketing is the management process that is concerned with the flow of goods and services from producer to consumer. It is a concept that focuses on the needs of the buyer to satisfy the customers’ needs rather than a selling concept which focuses the needs of the seller that is limited to turn products into cash.
Now, the important step is, where to start?
It’s three step process that every startups and marketers have to follow.
Understand, decide and implement.
First, know about your product, service, brand, blog or campaign which you want to promote.
Second, identify your target customers whom you want to reach.
And third, decide the best medium of promotion to materialize your concept.
What is your product?
A product or service is anything that can be offered to a market that might satisfy a want or need. This may be tangible or intangible.
You can make a marketing plan for anything which you satisfy your customer’s needs. It may be a product, service, brand, your blog, any campaign etc.
Who is your customer?
An individual or business whom you want to convey your message to satisfy their needs from your product or service.
This is important stage where you have to identify who is the closest match of your product from the broad audiance. You also have to identify your customers with industrywise. Once, you complete this step, you will have an idea about a methodology of promotion to reach them.
How to promote?
Promotion is the stage where your marketing journey begins. Here, you came on a stage where you choose how to spread your message to customers.
Here, you have various options now you have to take a decision about the best method to start with.
Following are various options to decide;
- Advertising – you can advertise your product, service or brand in newspapers, radio, television, magazines, outdoor signage and online.
- Personal selling – use sales persons to sell the product or service meeting face-to-face with the customers
- Sales promotion – a short-term tactic to boost sales long-term customer loyalty.
- Public relations – the spread of information to individual, businesses, government, NGOs and people
- Direct marketing – communicate directly to customers through cell phone text messaging, selling, email, websites, database marketing, fliers, catalogue distribution, promotional letters.
Once, you have decided your method of promotion, you came on stage where you can plan of your marketing strategy.
So, please don’t forget to subscribe us for next post to know how to create your marketing blue print without any help & please, share our post to your social media.
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Thank you for reading.
Enhancing strategic thinking
Strategic thinking is simply a thought process to achieve a success in business or game. It is a cognitive activity to acquire knowledge through thinking, senses and experiences.
Hense, it is an act of collecting information concerning organisational weakness and strength, sensing challenges and threats to lead the organisation towards unconditional success through organising available resources.
Therefore, for strategic thinking strategist must have unique skills of Analysis, synthesis and diagnosis.
– An analysis is necessary to assemble the data on which he makes his diagnosis
– synthesis is important in order to produce from these data the diagnosis itself and
– the diagnosis, in fact, amounts to a choice between alternative courses of action.
It is an art, science and craft of decision making that enables an organisation to achieve its long-term objectives to create a competitive advantage for the firm.
Strategic thinking must encompass following characteristics;
1. Strategic thinking must be superior to competitors.
2. It is to achieve long term objectives.
3. It must address the key strategic issues.
4. It is based on available organisational resources.
5. It must be oriented towards expected performance outcomes concerned with the expectations of the identified stakeholders.
Hence, Strategic thinking is a foundation which provides a tool for strategic decision making that enables organisation for strategic planning. In short, growth comes from thinking and only from superior, new and strategic thinking.
Beaufre, Andre (1965). An Introduction to Strategy. Frederick A. Prager.
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How to Automate Business Processing from Start to Finish
Small Businesses such as; Hair Salons, Accountants, Dentistry, Massage Therapists, Private Tutors, Legal Services, Interior, Designers, Spas, Freelance Consultants, Estate Agents and Personal Trainers etc spend enormous time in managing their contacts, making appointments, sending notifications, invoice and reminders.
Our friends Grow In Cloud developed a #1 All-In-One Business Management Software that saves thousands of pounds through process automation which eliminates repeat and manual data entry jobs and increases business efficiency by three times working independently 24/7 and managing as well as recording each and every activity done by you or your clients.
More than 1000 companies are using this and more than 15,000 appointments have booked without any human error. Morethan 4000 documents have been uploaded and shared as well as £60,000 plus payments have been successfully processed through the Grow In Cloud.
Grow In Cloud offers contact management, appointments booking, inventory management, document sharing, invoicing, suppliers contact management, Marketing campaigns tracking, Accounting reports such as cash flow, sale and purchase.
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A word strategy first appears in a military strategy text of master Sun Tzu ‘The art of war” in 500BC.
The origin of the word strategy in French first appears in the early 19th century as stratégie which refers to a “set of coordinated actions, skilful operations, manoeuvres to achieve a specific goal”. While in Greek as stratēgos means “army leader”.
Oxford dictionary defines ‘strategy, as ‘The art of planning and directing overall military operations and movements in a war or battle.’
Antonyms for strategy is interesting and it reveals its negative character. The antonym is honesty or openness. That means strategy involves some secret and dirty tricks.
Similarly, the word ‘business’ first recorded in mid 14th century from busyness (busy + ness) in Northumbrian old English as bisignes as (bisig + nes), replaced by busyness (state of being much occupied or engaged). The antonyms of business are entertainment, fun and unemployed. It seems antonyms of business are more interesting.
likewise, the English word management evolved in the 17th and 18th centuries from the French word ménagement and the Italian maneggiare (to handle, especially tools or a horse).
For management the Antonym is employees. I think this comes from the antonym of the employers (management that is closed to the word employers as a synonym).
The analysis of words and their origin tell us a more interesting story. If a business person knows well aware of the words and their origin, it would be more helpful to lead the business towards its mission. For example, a knowledge of the word strategy which has originated from military, it reveals it real character. That gives business persons an idea of ethical, moral and legitimate practices.
From this investigations, one thing becomes clearer that business is as like a war (competition) and businesses must keep their tactics, operation, resources secret to their competitors.
Also, businesses should acquire the core essence of strategy and equip with strategic tools, such as long-term commitment, flexible approach in an uncertain business environment, proactive in planning and visionary management.
I want to summarise this article with Master Sun Tzu’s famous quote; “Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.”
― Sun Tzu
1. Définitions lexicographiques [archive] et étymologiques [archive] de « stratégie » du Trésor de la langue française informatisé, sur le site du Centre national de ressources textuelles et lexicales
3. Roget’s 21st Century Thesaurus, Third Edition Copyright © 2013 by the Philip Lief Group.
Appointment booking with the GP is tedious and challenging task. GP practices ask patients to give a call at 8:00 in the morning. You are quite lucky, if your call is answered and get an appointment for the same day!
Also to book an appointment in advance, patients have to visit to their GP surgery. It is also disappointing if you didn’t get the time and day you were looking for or choice of your GP.
So, is really that difficult?
Here, our mind is boggling to get correct reason! Do they intentionally do this due to overloaded? or they don’t have the system of online appointment booking? Or if they have it but don’t want to implement it for some reasons?
But when you see, on NHS website, many surgeries either do offer online appointment booking system and many don’t. It is also the case that those who have such system available, do not advertise it to their patients.
That is the reason around 80% of the patients do not register or use online booking system. I suspect few other reasons too of discouragement.
Here is more frustrating:
If you visit on NHS choice website, for sign into GP online services section, it has mentioned: “although the sites below offer these services in principle, your practice may not.”
Again, they made it complicated. please look here;
If you want to start using online services
1. Tell your GP practice you want to use online services.
2. You’ll need to confirm your identity,
3. so take photo identification (passport or driving licence) and
4. proof of address (for example a bank statement or gas/electricity bill).
Once, you have done to get registered, you need to download one of the above application of your choice or provided by your GP surgery. It is also difficult for those who don’t keep a smart phone or not use to it.
There are many software available in the market which can easy to use for appointment booking, sending automated notification on your mobile and email as soon as your appointment is booked, and just before your appointment ( 1hrs, 30 minutes ) so You don’t miss it.
One of the cloud-based software developed by our friends can be very helpful to solve the problems of appointments booking and contact management. This can also be very helpful for patients as it doesn’t require downloading and can be accessed from anywhere, anytime with computer, laptop, iPad or mobile.
Grow In Cloud offers Client’s Site so patients can find free slot and also select GP of their choice and book an appointment without interfearing their GP surgeries 24/7.
I would like to encourage who has such system should approch to their nearby surgeries and convince them to integrate for mutual benefits of themselves, GP surgeries and for their patients.
What is to be done?
We have a problem. And we also have its solution. But here, I want to leave this on stakeholders to solve it.
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