Marketing for a New

moonlightmidgeInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

68 views

Marketing for a New
Company

EDUC 517 Tech

Created by, Jenna Coleman & Kyle Hills

Market Your New
Company


Step 1: Market Research

Step 2: SWOT Analysis

Step 3: Customer Segment Research

Step 4: Design/Build your Brand

Step 5: Advertise your Brand

Step 6: Relay/Communicate your New Company


Marketing Research


Primary Research

Survey

focus group

observation, experimental

Secondary Research

Online Databases

Research Firms e.g. AC
Nielson


Step 1: Marketing
Research

Explain the primary research methods your group
would use if you were to actually conduct marketing
research for your company & explain why.

Conduct secondary online marketing research for
your Company.

Example of Research/Site examples:



S.W.O.T. Analysis

Strengths

Weaknesses

Opportunities

Threats

Step 2: S.W.O.T.
Analysis

Thoroughly evaluate your company based on your
secondary research in step 1 to find their possible
strengths, weakness, opportunities, threats

Example:




Customer Segment
Research

Geographic
(ex. Local
-
be specific, national, global)

Demographic
(ex. Age, gender, education, income)

Psychographic
(
personality, values, attitudes, interests)


Behavioral
(what they “tend” to do)

Step 3: Customer
Segment Research

Research possible customer segments for your
company/product.

Describe each segment by:

Geographic, demographics, psychographics, and any
behavioral characteristics.

Define which customer segment you will focus on as
your target market

Building a Brand:

Create a Brand Name and Slogan

Product/Company Appearance (e.g. packaging &
labeling)

Design a logo

Create a website

Determine appropriate product/service mix


Step 4: Design/Build
your Company Brand

Design a name and slogan for your product/service

Create a Logo (may be drawn or created on
computer)

Create a layout/computer sketch of what your
website homepage will look like


Advertising

Newspapers

Television

Direct Mail

Magazines

Outdoor (flyers, stands)

E
-
Mail

Internet (search engine
optimization)

Blogs

Radio


Step 5: Advertise your
Brand

Research different advertising options that have
worked for your product/service category

Use this information to decide on which major media
types you will use to advertise your product.

Create an estimated budget for advertising

Make sure to allocate resources appropriately to best
reach your target market

Marketing
Communications:

Sales Promotions:

Coupons, refunds/rebates, price packs, premiums,
loyalty rewards, contests/sweepstakes

Professional Selling:

Personal selling philosophy, define best
product/service attributes

Public Relations

Press relations, product publicity, public affairs,
lobbying, investor relations, development

Step 6: Relay/Communicate your
New Company

Pick 1 of the marketing Communications that you feel is
most appropriate for your company/product

If

you select sales promotion: design a coupon, rebate,
loyalty rewards program, or a contest/sweepstakes to go
along with your product.

If

you select personal selling: define a selling philosophy
that your group would use to sell your service/product,
along with strong selling points of your service/product.

If

you select Public Relations: create a press release about
your new product/service to be distributed to the
appropriate media (e.g. newspaper, internet through
search engine optimization)

Project Reflection:

Please visit the following
websiste
: