Pathfinder-MarketingKnowledgeSeminarPathfinder-MarketingKnowledgWhyBrand?Theartofmarketingislargelytheartofbrandbuilding.Whensomethingisnotabrand,itwillbeprobablybeviewedasacommodity.Thenpriceiswhatcounts.PhilipKolterWhyBrand?TheartofmarketAboutBrand…Brandnotonlythename,iconorlogo,butalsoinnermeaning

meaningappearancelinkageexpectationexperience…AboutBrand…BrandnotonlytheParmalatlightmilk.0%offat.Parmalatlightmilk.0%offatNowwithAutotransmission.JEEPCHEROKEE2.8CDRNowwithAutotransmission.AxeEffect.AxeEffect.Look,thenewAudiRS1Look,thenewWhatIsMarketing?ThewholeperiodfromproductstoprofitThebridgebetweenenterpriseandcustomer

EnterpriseACommodityaFactoryChannelMarketEnd-usersWarehouseCommodityaSalesoutletBrandahomeBrandaCashflowMarketingWhatIsMarketing?ThewholepeFourPStrategies1.ProductStrategy2.PlaceStrategy3.PriceStrategy4.PromotionStrategyPositioning(Volvo,Haagen-Dazs)People(theteam)FourPStrategies1.ProductStrAimedataChanging,Changeable,andReactingTargetMarketAimedataChanging,ChangeableInaChanging,Changeable,andReactingCompetitiveEconomicTechnologicalSocial-CulturalPolitical-Legal…

…EnvironmentInaChanging,Changeable,andUnfortunately(?)Everyonecouldcomment,however,noonecouldmeeteveryone’sdemandUnfortunately(?)EveryonecoulThepowerofchannel

-aboutdistributionDistributionchannel(customer)

NationaldistributorsLocaldealers/provincialdistributorsretailersTheend-users(customer)

ThebridgebetweenenterpriseandcustomersThepowerofchannel

-aboutdiThesellingprocess:ProspectingandqualifyingApproachPresentationHandlingobjectionsClosingFollow-upButThatisyourprocess:…thecustomergoesthroughaverydifferentprocess!Thesellingprocess:ProspectinThepurchasingprocess:Recognitionofneed(tangibledemanding,productvalue)SearchforalternativesEvaluationofalternativesDecisionPlacetheorderThepurchasingprocess:RecogniExecutionisasImportantasPlanningAskhowyoucanachievethesalestarget,whatnecessaryactiondoyouneedtotakeIdentifykeysuccessfactorsforeachpromotionInvolveregionalmarketingexecutiveinexecutioninsteadofgivingmoneytochanneltoimplementInvolvedistributorsanddealerswhendiscusssalestargetandinvestmentandactionEnsureallalongthedistributionchannelunderstandtheactivities,followanddowhattheyneedtodoEnsureLocalAssistantandpromotersunderstandtheirroleEnsureeverythingneedtobeinplacebeforepromotionstart(stock,POS,premium,promotersetc)AllowsufficienttimeforplanningandpreparationMonitorandmakerevisionasearlyaspossibleExecutionisasImportantasPWhenmakingtheActioncalendar,avoid

ConflictwithotherchannelpartnersprioritiesConflictwithcentralmarketingactivitiesChannelpartnerssellingintoomanypromotionsimultaneouslyRepetitioususeofidenticalpromotiontacticsWastefuluseofpromotionmoneyOverpromotingabrandinashortperiodoftimeandnofollowupactionCriticalactiondates(launchdate,peaksalesseasons)andresponsibilitiesbeingmissing

DevelopaLogicalActionCalendarActioncalendarshouldbecontinuallyupdatedandrevised

Timingofthepromotionisthekeyfactortosuccess

Planaheadfor2monthsWhenmakingtheActioncalenCo-ordinatekeymarketingandsalesactivities,askdoesthechannelhavestockbeforepromotionstarts,havethesalesgirlandpromoterequippedwithproductknowledge/salestools,isPOS/giftreadyinplacearetheshops/promoters/LAwellinformedwhenisthecriticalactiondates,doseitcrashitanyholidaysorbigeventswhoneedtobeinvolved(centralteam,distributor,dealers,LA,promoters,ect.)whoresponsibleforwhatThereportingmilestoneB1get1promotiontakesatleast3weeksforgiftsourcinganddelivery,POSdesignandprinting,mediabookingDevelopaLogicalActionCalendarCo-ordinatekeymarketingandAccessagainstyourobjectivesSalesVSforecast(achievement%)Marketshareincrease%No.ofchannelparticipating,Numericaldistribution%increasePOScoveragePromoterselloutOutofstockreportROI,Cost/unitsoldUseofresearchAwarenesslevelEvaluateandLearnfromYourResultAccessagainstyourobjectivesDoNotMissOperatorOpportunitiesOperatorhandsetbundlingbusinessisuncertainbutisincreasingOperatorsdemandtotalproduct+servicesolution,workwithkeyaccountsEstablishandownrelationshipwithprovincialCMCCConstantupdate(productpresentation/newsletter)Capitalizeondistributors’relationship,getcontactandinformationTest/samplephonesProvideproduct+servicesolutionProactivetoidentifybusinessopportunitiesDoNotMissOperatorOpportuniShareYourExperienceShareyouractivitiesresourcesandresultwithotherregionsTosavepreparationtimeTosavecostforvolumepurchaseTolearn,adaptanduseinyourregionsWhatcanbeshared:Roadshowplan&scriptGift/specialPOSsourcingLocalPRactivitiesJointpromotionpartnerscontactandmechanismsPromoterstrainingmaterialsSuccessfulcasesComplaintsandcrisisHowtoshareSendto&co-ordinatebyregionalMKTheadUploadreportandphotosinthepublicserverShareYourExperienceShareyoLet’smakeithappen!!Let’smakeithappen!!踏實，奮斗，堅持，專業(yè)，努力成就未來。12月-2212月-22Wednesday,December28,2022弄虛作假要不得，踏實肯干第一名。13:52:5013:52:5013:5212/28/20221:52:50PM安全象只弓，不拉它就松，要想保安全，常把弓弦繃。12月-2213:52:5013:52Dec-2228-Dec-22重于泰山，輕于鴻毛。13:52:5013:52:5013:52Wednesday,December28,2022不可麻痹大意，要防微杜漸。12月-2212月-2213:52:5013:52:50December28,2022加強(qiáng)自身建設(shè)，增強(qiáng)個人的休養(yǎng)。2022年12月28日1:52下午12月-2212月-22追求卓越，讓自己更好，向上而生。28十二月20221:52:50下午13:52:5012月-22嚴(yán)格把控質(zhì)量關(guān)，讓生產(chǎn)更加有保障。十二月221:52下午12月-2213:52December28,2022重規(guī)矩，嚴(yán)要求，少危險。2022/12/2813:52:5013:52:5028December2022好的事情馬上就會到來，一切都是最好的安排。1:52:50下午1:52下午13:52:5012月-22每天都是美好的一天，新的一天開啟。12月-2212月-2213:5213:52:5013:52:50Dec-22務(wù)實，奮斗，成就，成功。2022/12/2813:52:50Wednesday,December28,2022抓住每一次機(jī)會不能輕易流失，這樣我們才能真正強(qiáng)大。12月-222022/12/2813:52:5012月-22謝謝大家！踏實，奮斗，堅持，專業(yè)，努力成就未來。12月-2212月-223

Pathfinder-MarketingKnowledgeSeminarPathfinder-MarketingKnowledgWhyBrand?Theartofmarketingislargelytheartofbrandbuilding.Whensomethingisnotabrand,itwillbeprobablybeviewedasacommodity.Thenpriceiswhatcounts.PhilipKolterWhyBrand?TheartofmarketAboutBrand…Brandnotonlythename,iconorlogo,butalsoinnermeaning

meaningappearancelinkageexpectationexperience…AboutBrand…BrandnotonlytheParmalatlightmilk.0%offat.Parmalatlightmilk.0%offatNowwithAutotransmission.JEEPCHEROKEE2.8CDRNowwithAutotransmission.AxeEffect.AxeEffect.Look,thenewAudiRS1Look,thenewWhatIsMarketing?ThewholeperiodfromproductstoprofitThebridgebetweenenterpriseandcustomer

EnterpriseACommodityaFactoryChannelMarketEnd-usersWarehouseCommodityaSalesoutletBrandahomeBrandaCashflowMarketingWhatIsMarketing?ThewholepeFourPStrategies1.ProductStrategy2.PlaceStrategy3.PriceStrategy4.PromotionStrategyPositioning(Volvo,Haagen-Dazs)People(theteam)FourPStrategies1.ProductStrAimedataChanging,Changeable,andReactingTargetMarketAimedataChanging,ChangeableInaChanging,Changeable,andReactingCompetitiveEconomicTechnologicalSocial-CulturalPolitical-Legal…

…EnvironmentInaChanging,Changeable,andUnfortunately(?)Everyonecouldcomment,however,noonecouldmeeteveryone’sdemandUnfortunately(?)EveryonecoulThepowerofchannel

-aboutdistributionDistributionchannel(customer)

NationaldistributorsLocaldealers/provincialdistributorsretailersTheend-users(customer)

ThebridgebetweenenterpriseandcustomersThepowerofchannel

-aboutdiThesellingprocess:ProspectingandqualifyingApproachPresentationHandlingobjectionsClosingFollow-upButThatisyourprocess:…thecustomergoesthroughaverydifferentprocess!Thesellingprocess:ProspectinThepurchasingprocess:Recognitionofneed(tangibledemanding,productvalue)SearchforalternativesEvaluationofalternativesDecisionPlacetheorderThepurchasingprocess:RecogniExecutionisasImportantasPlanningAskhowyoucanachievethesalestarget,whatnecessaryactiondoyouneedtotakeIdentifykeysuccessfactorsforeachpromotionInvolveregionalmarketingexecutiveinexecutioninsteadofgivingmoneytochanneltoimplementInvolvedistributorsanddealerswhendiscusssalestargetandinvestmentandactionEnsureallalongthedistributionchannelunderstandtheactivities,followanddowhattheyneedtodoEnsureLocalAssistantandpromotersunderstandtheirroleEnsureeverythingneedtobeinplacebeforepromotionstart(stock,POS,premium,promotersetc)AllowsufficienttimeforplanningandpreparationMonitorandmakerevisionasearlyaspossibleExecutionisasImportantasPWhenmakingtheActioncalendar,avoid

ConflictwithotherchannelpartnersprioritiesConflictwithcentralmarketingactivitiesChannelpartnerssellingintoomanypromotionsimultaneouslyRepetitioususeofidenticalpromotiontacticsWastefuluseofpromotionmoneyOverpromotingabrandinashortperiodoftimeandnofollowupactionCriticalactiondates(launchdate,peaksalesseasons)andresponsibilitiesbeingmissing

DevelopaLogicalActionCalendarActioncalendarshouldbecontinuallyupdatedandrevised

Timingofthepromotionisthekeyfactortosuccess

Planaheadfor2monthsWhenmakingtheActioncalenCo-ordinatekeymarketingandsalesactivities,askdoesthechannelhavestockbeforepromotionstarts,havethesalesgirlandpromoterequippedwithproductknowledge/salestools,isPOS/giftreadyinplacearetheshops/promoters/LAwellinformedwhenisthecriticalactiondates,doseitcrashitanyholidaysorbigeventswhoneedtobeinvolved(centralteam,distributor,dealers,LA,promoters,ect.)whoresponsibleforwhatThereportingmilestoneB1get1promotiontakesatleast3weeksforgiftsourcinganddelivery,POSdesignandprinting,mediabookingDevelopaLogicalActionCalendarCo-ordinatekeymarketingandAccessagainstyourobjectivesSalesVSforecast(achievement%)Marketshareincrease%No.ofchannelparticipating,Numericaldistribution%increasePOScoveragePromoterselloutOutofstockreportROI,Cost/unitsoldUseofresearchAwarenesslevelEvaluateandLearnfromYourResultAccessagainstyourobjectivesDoNotMissOperatorOpportunitiesOperatorhandsetbundlingbusinessisuncertainbutisincreasingOperatorsdemandtotalproduct+servicesolution,workwithkeyaccountsEstablishandownrelationshipwithprovincialCMCCConstantupdate(productpresentation/newsletter)Capitalizeondistributors’relationship,getcontactandinformationTest/samplephonesProvideproduct+servicesolutionProactivetoidentifybusinessopportunitiesDoNotMissOperatorOpportuniShareYourExperienceShareyouractivitiesresourcesandresultwithotherregionsTosaveprep