Executive Learning

1. Marketing Innovation
for Executive Learning
Soe Hein
CEO- SME Business Institute
Sales & Marketing Expert Training
Director- Bagan Trade
Member- American Marketing Association
soehein@sme.com.mm
SME Business Institute
Sales & Marketing Expert
Organize by
Member of Association

2. “Business has only 2functions Marketing and
Innovation”.
Milan Kundera

3. Why study
Marketing?
exciting,
challenging &
rewarding.

4. Running the business demands many skills
•Financial
•People Management (HRM/HRD)
•Strategic thinking (Management)
•Tactical operations (Administration)
•Marketing

5. MARKETING IN AN ORGANIZATION
LEADERSHIP
MARKETING
OPERATIONS
SUPPORT
Marketing is a subset of the
organizational strategy and
as such assists in meeting
the objectives of the
organization by ensuring
that products/services are
sold to the right market at a
price that will ensure profit.
Strategy

6. Marketing is multi-faceted
Which area suits you best? Marketing includes a number of activities, including:
1 Research
2 Strategic planning
3 Product development & Branding
4 Consumer behavior & Pricing
5 Sales & Distribution
6 Advertising & promotions

7. Academic disciplines and marketing
Academic discipline Area of marketing relevance
Economic
Price theory and strategy
Economic behavior
Applied game theory
Psychology
Consumer behavior
Advertising message
Social psychology
Management
Segmentation strategy
Demand analysis
General management strategy

8. SELLING VS MARKETING
Selling Marketing
- Introverted - Extroverted
- Inward Looking - Outward Looking
- Starts with the product - Starts with the customer
- Shorter time horizon - Longer time horizon
- About revenue this week - About profit this year

9. • Marketing is the activity, set of instructions and
processes for creating, communicating, delivering
and exchanging offerings that have value for
customers, clients, partners and society at large.

10. What is Marketing?
• It is not just “selling and advertising”;
• It is the process by which companies create value for
customers
• and build strong customer relationships in order to
capture value from customers in return.

11. Marketing Strategy
Your Marketing Plan SWOT Analysis Your Target Market
Product Development Branding Pricing
Marketing Management Exporting Retail
Cost-effective Marketing Choice of media

12. Vision
MISSION
STATEMENT
STRATEGY
TACTICAL PLANS

13. THE MARKETING MANAGEMENT PROCESS
Research
Positioning
Target Markets
Segmentation
Marketing Mix
Implementation
Strategic
Tactical
SME Business Institute
Sales & Marketing Expert

14. HOLISTIC APPROCH
Consumers
Quality
Value
Service
Consistency
Society
Community involvement
Charity support
Family orientation
Stockholder
Investment
Environment
Recyclable
Products from sustainable sources
CSR to CSV

15. MARKET ANALYSIS
Future Market
Potential Market
Target Market
Current Market

16. MARKET SIZING
Potential Market
Available Market
Qualified Available
Market
Target Market
Penetrated
Market

17. CUSTOMER VALUE PROPOSITION (CVP)
- Define customer needs that the firm is trying to meet
- Identify at whom it is targeting its activities
- State why the firm is different from the competition
- Explain the benefit of this difference to customer
- Indicate how the firm will provide its offering

18. 4 Ps of
Marketing ?

19. Marketing is all about giving the customer what they wants
1953 to Now
1. Product The properties of your services
2. Price The right price and value
3. Place Availability
4. Promotion Informing customers in a manner
that they understand
Being customer focused

20. Expanded 4Ps
• People
• Process
• Physical evidence
• Planet

21. Result of Careful Planning and Execution using state-of –the-art tools and
techniques.
It becomes both an art and a science as marketers strive to find creative new solutions
to often-complex challenges amid profound changes in the 21 st century marketing
environment
Good Marketing is no accident

22. 86 % Skip TV ads

23. 44 % Direct mail is never opened

24. 91 % Unsubscribe

25. 0
50
100
150
200
250
200 Millions Do
Not Call
Millions

26. 86 % Skip TV ads
44 % Direct mail is
never opened
91 % Unsubscribe
200 m Say DO
NOT CALL

27. Choosing a Market
• Only small portion of the population is
interested in your product
• You waste time & money by trying to market
to everyone
• Identify a niche target market & focus on just
them
“You can’t be everything to everyone”

29. Branding Profiles of major media types
Print -
Newspaper
Flexibility; timeliness; good local market
coverage; broad acceptability; believability
Short life; poor production
quality
Television Good mass-market coverage; combines sight,
sound, and motion; appealing to the senses
High absolute cost; high clutter;
less audience selectivity
Radio Good local acceptance; high geographic and
demographic selectivity; low cost
Audio only; low attention (“half
heard”); fragmented audiences
Print -
Magazine
High geographic and demographic selectivity;
credibility and prestige; quality production;
long life; good pass-along
high cost; no guarantee of
position
Outdoor Flexibility; high repeat exposure; low
message competition; good positional
selectivity
Little audience selectivity;
creative limitations
Online High selectivity; low cost; immediacy;
interactive capabilities
demographically skewed
audience; audience controls
exposure
Medium Advantages Limitations

30. Strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience and, ultimately,
to drive profitable customer action.

32. www.sme.com.mm

33. Innovation
distinguishes between a leader and a follower

34. A wise person is full of QUESTIONS !
(ပညာရွိသည္ ေ မးရန္ ေ မးခြန္ းမား ပည္ ေ နသည္)
A dull person is full of ANSWERS !
(ဥာဏ္ ွိိုင္ းသူသည္ ေ ဖရန္ ေေ ဖမား ပည္ ေ နသည္)

35. Soe Hein
CEO – SME Business Institute
(Sales & Marketing Expert Training)
Director- Bagan Trade
Professional Member of American Marketing Association
soehein@gmail.com
soehein@sme.com.mm
09 26000 9299
# 422, Thein Phyu Road, Mingalar Taung Nyunt Tsp.
Yangon
www.sme.com.mm