Promotion in Telecomms

Only available on StudyMode
  • Download(s) : 10
  • Published : December 8, 2012
Open Document
Text Preview
Entrepreneurial Marketing
Guest Lecture Kosice 2011
Prof. Dr. Christine Volkmann
Dipl.-Oec. Holger Berg
Bergische Universität Wuppertal
Fachbereich B - Schumpeter School
of Business and Economics
Bergische Universität Wuppertal
Gaußstraße 20
42119 Wuppertal

Overview

• The Meaning of Entrepreneurial Marketing for StartUps
• Concepts of Entrepreneurial Marketing Strategies
• Case Studie: Nantucket Nectars

Entrepreneurial Marketing :

THE MEANING OF ENTREPRENEURIAL
MARKETING FOR START-UPS
Page 3

• Marketing is of crucial importance for the success or failure of an enterprise, as its success is ultimately decided in the market, competing for the target customers.
• The degree of market orientation of an enterprise may well impact its overall business performance, both in the context of young and small enterprises and in the process of launching new products. • Venture capitalists will look at:

– How the enterprise plans to enter the market
– Which target groups will be adressed
– How the firm„s product or service offers will be communicated and distributed to potential customers.

• Marketing activities of small companies with limited access to resources:
 Creativity and simplicity (for example Guerilla Marketing)

• Entrepreneurial Marketing is difficult to calculate and is rather based on the entrepreneur´s visonary and creative marketing ideas
• Entrepreneurial Marketing is driven by entrepreneurial
oppportunities:
– “the proactive identification and exploitation of opportunities for

acquiring and retaining profitable customers through innovative approaches to risk management, resource leveraging and value creation” (Morris et al. 2002)

Characteristics of Entrepreneurial Marketing

• Pro-activeness
• Calculated risk-taking
• Innovativeness
• Opportunity focus
• Resource leveraging
• Customer intensity
• Value creation
Quelle: Morris et al. (2002)

Functions of Marketing

– Build up customer trust
– Create customer preferences

Ensure the
company´s survival

– Create sustainable competitve
advantages
http://commons.wikimedia.org/wiki/File:John_D._Rockefeller_1885.jpg

Functions of Marketing

– Build up customer trust
– Create customer preferences

Ensure the
company´s survival

– Create sustainable competitve
advantages
http://commons.wikimedia.org/wiki/File:John_D._Rockefeller_1885.jpg

Marketing Challenges
• Challenges for a young company´s marketing:
– Newness of the company
– Newness of the products and services

– Low level of familiarity, zero brand awareness
– Scarcity of resources



Application of innovative marketing
methods



Authentic and entertaining promotion
activities



Affordable activities



Creative use of available resources



Creative use of networks

Customer attention

http://de.academic.ru/dic.nsf/dewiki/539105

Traditional Marketing :

MARKETING STRATEGIES

Page 10

The 4 Ps of Marketing

Page 11

Marketing-Instruments
service

packaging

product quality

brand

product policy

sales promotion
sponsoring
public relations
trade-fairs

distribution policy

personal selling

communication policy

advertising

logistics
(storage, transport,
delivery time)

distribution channels
price policy

price

consumer loans

rebates

discounts

6 Ps in Marketing
Product - What should or shouldn't you
offer? What is your real product?
People - Who uses your product? What do
they care about?
Price - Can people afford your product or
service? How do they value it?
Place - How do people get to your
product? Where is it distributed? How is it
delivered?
Production - Can you do what you
promise? Can you meet demand? Is your
production flexible enough to meet
changing needs?
Promotion - How do you let people know
what you have? How well does your
promotion work?
Page 13

Entrepreneurial Marketing :

CONCEPTS OF...
tracking img