Description

This training presents the tools and methods of strategic analysis to help marketing managers develop an effective marketing approach. It allows you to understand how to implement a marketing plan, to manage the activity and to control the results with relevant indicators. All these tools and methods will be presented in this training.

Who is this training for ?

For whom ?

Marketing director. marketing manager.

Prerequisites

No special knowledge.

Training objectives

Identify the role and missions of the marketing manager Analyze the environment and make a market diagnosis Use segmentation and positioning tools Master the marketing mix Integrate commercial tools

Training program

• The new profession and scope of the marketing manager
  • The evolving role of the marketing manager.
  • The customer-oriented company.
  • Segmentation strategies.
  • A hyper-environment competitive: stand out.
  • The new marketing trends.
  • From consultancy sales to purchasing sales.
  • Exchanges The new marketing trends .
• Strategic analysis and diagnostic tools
  • SWOT and the Porter, Ansoff, Mc Kinsey matrices.
  • The marketing information system.
  • Qualitative and quantitative studies.
  • From listening to active listening.
  • Competitive monitoring and environmental analysis.
  • The CRM tool.
  • Exercise: Developing your SWOT matrix.
• Segmentation and positioning tools
  • Analysis and needs/segment evaluation grid.
  • The added value of the offer.
  • Positioning mapping.
• Offer mix tools
  • The lifespan of the product/service.
  • The added value of the offer.
  • The specifications.
  • Tests.
  • Brand policy: safe haven brands.
• Communication mix tools
  • The communication plan.
  • The network of communication correspondents.
  • Identify the territories, define the profile, organize meetings.
  • Communication dashboards: indicators.
  • Results-oriented communication.
  • Exercise: Build your communication plan.
• Price mix tools
  • The elasticity of demand.
  • The price level and pricing.
  • The yield to "boost" its occupancy rate.
  • Sectors where yield can be used.
• Distribution mix tools
  • The various distribution channels.
  • Merchandising.
  • Trade marketing.
  • Category management.
  • Exercise: Develop your marketing mix.
• Sales force tools
  • The commercial action plan (PAC).
  • Sales support tools.
  • Six customer motivations or the Soncas/APB.
  • Exercise: Sales support tools relevant in every environment.