empresa

Empresa I mercat:


14 November do a presentation

The marketing process:
Classical marketing process
Planning phrase  implementation plan  control phrase
Annual business review


Strategic level  tactic level  operative level

Inditext:
Strategic level  be 1 fashion retailer
Tactic level  multibrands, quick collections, affordable price
Operative level  100 newstores, online, design

Value proposition and marketing mix:
Growth ratio = (sales year 1/sales year 0) -1
Market share =( sales of the company/total sales of the market) x 100

Business plan (3year) long plan
Market plan (1 year) short plan
Customer plan (1year)””
Trade marketing plan: what is happening inside the stores (1year)””

Marketing plan: the main question is
What happenedin the market/customer/retail sector (analysis)
Where are we today? What is the marketing share? How many customers? Which is my present situation? (analysis)
Where do we want to go? (Goal setting ) (what)
How we are going to achieve? (how)

Objectives: lower price in the market/being first choice in fashion /become market leader
Goal: more than 50% of consumers (is a numeric result) /more than 30% market share
Strategies: lower in the prices
Measure:
Action

PNL (profit and loss account) the main point in the pnl are sales,
Sales = price x units sold
Cogs: costs of good sold
Gross margin: (should be positive).
Staff
Opex (operation expensive)
Ebitda (earning before interests, taxes, desperation and amortization
Net income

Brand manager working withsales

Unitat formativa empresa i mercat:


Macro events:












Marketing:
Market
Costumers (how, interests….)

Marketing is to engine:
Good value propositions are not valid with no sales
Good sales are not sustainable without strong proposition

From needs to solution:
Understand the markets more reliable sales expectations
Consumption minimize risksBarriers prioritize projects
Internal strengths

Situation today:
Resources scarcity
Lots of competitors
Open information for customers
Media dispersion

Brands loosing value
Retail is getting power
Retail has capabilities to innovate
E-commerce become reality
Consumers are not equal

Segmentation:
-market segmentation is an adaptative strategy
It consists of thepartition of the market with the purpose of selecting one or more market segments which the organization can target through the development of specific marketing mixes that adapt to particular marker needs.

Age, social class,

Through market segmentation the firm can provide  higher value to customers by developing a market that addresses the specific needs and concerns of the selected segment.Different people have different needs to be solved, different perception about life, products and communication message…

Segment identification (Age, social class,
Segment selection (20, man,
Segment is stable but people change












Què és la publicitat?

Antes del siglo XIX no hay publicidad como la conocemos hoy explícitamente.

El primer anuncio fue el papirode tebas.

Grecia y roma:

Grecia:
Cuando empieza a haber comercio, empiezan a surgir las ciudades y la publicidad. Ciudades importantes de Grecia Atenas y Esparta. Atenas era una ciudad donde se cultivaban los filósofos y a Esparta los guerreros. En Atenas surgió la democracia y surgieron topónimos como poli ciudad y han derivado política, policía… en Atenas hay el ágora donde se reuníantodos para discutir y hablar. Demo (pueblo) metec (extranjeros) y esclavos.

Que medios de comunicación encontramos en Grecia;
gente que va gritando (heraldo o kerux, es lo mismo que pregonero, era la persona que iba gritando anuncios de tema militar, político.. muy vinculados al poder, muchas veces iba acompañado de un músico para que fuera más fácil de recordar y rimar, este personaje no...