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Entrepreneurial Marketing
Prof. Dr. Steffen Schwarz
Prof. Dr. Steffen Schwarz
Contents
•
Generation Y
•
Marketing Concept
–
Marketing Targets
–
Marketing Strategy
–
Marketing-Mix
•
•
•
•
•
Product
Price
Place
Promotion
Your Marketing Concept
Prof. Dr. Steffen Schwarz
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Context : The Generation Y
Traditionalists
1920 – 1943
Baby Boomers
1944 – 1968
Prefers formality, authority,
social order, cost aware and
value driven, laggards, not
experimental
Defined by post war optimism
and values, hard working,
conformist, cost aware and
value driven.
Generation X
1969 – 1981
Generation Y
1982 – 2001
Loyal, work focused, family
oriented, information driven,
followers, brand aware.
Require balance, connected, self
confident, entrepreneurial, goal
oriented, independent, bored by
routine, non family oriented, social
Prof. Dr. Steffen Schwarz
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Generation Y – Some Facts
Approximate Population % (2010)
• Canada
20.5%
• US
20.8%
• France
19.4%
• Germany
17.5%
• Italy
17.4%
• China
25%
• India
27.7%
• Japan
18.2%
• Russian Federation 24.5%
• UK
Prof. Dr. Steffen Schwarz
19%
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Generation Y – Some Facts
• Typically aged between 12 and 27
as at 2010
• Post 18 years old are less likely to
leave the parental home – 30+!
• Spend more time sleeping than any
other generation (male 9 hours per
day, female 9.2 hours per day)
• Spend less time eating per day.
Prof. Dr. Steffen Schwarz
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Generation Y – Some Facts
• Spend almost 50% less on housework
than previous generations and are more
likely to pay for domestic help.
• Spend more time studying than previous
generations and are career driven ambitious
• Travel more than previous generations.
• Majority remain single until they are in
their mid-late 30s.
Prof. Dr. Steffen Schwarz
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Generation Y – Some Facts
• Generation Y spend almost 50%
more time per day on leisure
activities
than
any
other
generation.
• 50% more time on social activities
• However, Generation Y are more
culturally aware than previous
groups and more likely to be
interested in Theatre or live
entertainment.
Prof. Dr. Steffen Schwarz
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Analysis of Market and
Competition
Marketing Targets
Marketing Strategy
Marketing Conception
Activities: Marketing-Mix
Product
Realization
Price
Place
Informations from the analysis of market
and competition are the basis of the
marketing conception .
Controlling
Prof. Dr. Steffen Schwarz
Promotion
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Market and Competition  Modules for Sales Planning
Conception
Market Demand
Competition
Target group and region

Number of customers

Demand
Number of competitors
Importance of competitors
Market-Potential
Volume of Competition
PLUS
MINUS
Sales Planning
Prof. Dr. Steffen Schwarz
Levels of Marketing Conceptions
Conception Levels:
1. Level
Basic Questions:
Marketing
Targets
Where do we want to go?
Determination
of desired places
2. Level
3. Level
Marketing Strategies
How do we get there?
Determination of the right road
Marketing Mix
What do we have to do?
Determination of the transport system
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1. Level: Marketing Targets
Strategic Corporate Targets
Operational Corporate Targets
Marketing Targets
economical
 Sales figures
 Turnover
 Profit
 Growth Rate
 Market Share
 Costs
 Distribution
Prof. Dr. Steffen Schwarz
psychological
 Brand Awareness
 Image
 Corporate Identity
 Trust
 Competence
 Customer Satisfaction
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2. Level: Marketing Strategy
Marketing Strategy
Marketing Strategies define the path how to reach the Strategic Marketing
Targets of a Company. They show the middle and and long term focusses
in Marketing, especially concerning the behaviour towards customers,
intermediaries (e.g. retailers, wholesalers) and competitors.
Prof. Dr. Steffen Schwarz
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Marketing Strategies – Customer Focussed Strategies
Four Strategic Levels Strategic Commitment
Strategic Alternatives
1.
Market Field Strategy
Product / Market
(ANSOFF-Matrix)
2.
Market Stimulation
Strategy
Decision on market manipulation
(PORTER)
Premium, discounting
„more for less“ strategy
or
3.
Market Segmentation
Strategy
Decision on market segmentation
Mass
Marketing
segmented Marketing
or
4.
Market Area Strategy
Decision on market area
National or
Marketing
Prof. Dr. Steffen Schwarz
Combination Existing or new products in
existing or new markets
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international
Market Stimulation Strategies
Discounting Strategy:
Lowest cost structure in comparison to competitors, e.g. Southwest Airlines, Air
Asia
Premium Strategy:
Better quality and additional benefits which allow to charge a price premium, e.g.
Bang & Olufsen, German premium car manufacturers.
More for Less:
You can either focus on a market niche, like German „hidden champions“ e.g. in
engine construction do worldwide or you combine low prices with special quality
features, e.g. H&M, Zara in retail clothing.
Prof. Dr. Steffen Schwarz
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Discounting
Strategy
www.hotel.de
www.hotel.info
Premium Strategy
http://www.thomassabo.com
More for Less
www.avocadostore.de
„Your market place for eco fashion and green lifestyle"
Prof. Dr. Steffen Schwarz
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3. Level: Marketing Mix
The 4 P´s:
 Product
 Price
 Place
 Promotion
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„4 Ps“ Company View --- „4 Cs“ Customer View
Customers wants
& needs
Convenience
Prof. Dr. Steffen Schwarz
Costs
Product
Price
Place
Promotion
Communication
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Product Policy in broader sense
Product policy
Product mix policy
Service policy
 Quality
 Basic benefit
 Additional benefit
 Packaging
 Product image
 Design
 Prestige
 Brand policy
 Product mix
breadth
 Product mix depth
 Product
elimination
 Diversification
 Service before
sales
 Service after sales
 Service within the
product
 Commercial
service
 Technical
service
 Amount of service
Prof. Dr. Steffen Schwarz
Guarantee policy
 Content
 Timing
 Kaufgarantie
 Complaint
management
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One product is not enough
High quality restaurant
with online ordering
and delivery via roller
coaster with loopings.
Growth via franchising.
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http://www.sbaggers.de
Prof. Dr. Steffen Schwarz
http://www.dyson.de
Decisions in price policy:
 Price fixing
 Methods to calculate the price
 Price positioning
 Decision e.g. on premium or discount price
 Price differentiation
 Different prices for target groups (e.g. students,
seniors, B2B, B2C), quantities and usage times
 Price strategy
 Prices before, during and after launch
Prof. Dr. Steffen Schwarz
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http://www.build-a-bear.de
Prof. Dr. Steffen Schwarz
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Place: Distribution- and sales-policy
How to bring products/services to
the customer in the right quality,
quantity and time
Marketing instruments:
(Online-) shop, own sales force, agents,
printed catalogues, phone sales,
franchising, type of transport, etc.
Prof. Dr. Steffen Schwarz
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www.designoffices.de
http://berlin.the-hub.net
Prof. Dr. Steffen Schwarz
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Promotion policy
What should I tell different target groups about me and my
products/services via which channel?
Marketing instruments:
Public relations, advertising (-channels), sales promotion, sponsoring,
events, product placement, etc.
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Sponsoring
Product Placement
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Sales Promotion:
Trousers control of ALBERTO
company
„Police woman“ of
ALBERTO
checked man trousers. Minor qualities
were „punished“ with a coupon for
winning a pair of ALBERTO trousers
in a local shop.
Event: Red Bull Air Race
Prof. Dr. Steffen Schwarz
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Tony Hsieh:
Delivering Happiness
http://www.zalando.de
http://www.zappos.com
Internet banner
advertising
Prof. Dr. Steffen Schwarz
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Your Marketing Concept
Describe your target group exactly
How does your market and competitor analysis look like ?
Describe your marketing targets
Describe your markteting strategy
Describe your marketing-mix (4-7 P´s) in detail
Renew your Marketing concept at least once per year
Prof. Dr. Steffen Schwarz
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