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INFORMATION |
Marketing plan resources MORE
Strategic planning resources MORE |
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| The Marketing Risk Situation
At any given moment, every organization is at risk from
at least one of the following marketing risk situations.
This marketing risk situation is often the point of origin
of marketing projects.
- Decline
- Inadequate growth in market share
- Maintenance
- Unusual action or inaction by the competition
- Static
- Sudden change
- New product introduction
We have taken the known remedies offered by Philip
Kotler (Marketing Management) and applied them to
five top marketing risk situations facing schools.
Marketing
Risk Prescription List
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SITUATION: Decline Marketing
Objective: Stop the decline
Key Strategy :
remarketing through revitalization/recycling; pinpoint
and address the "fix-the-ship" issues
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SITUATION: Inadequate
Marketing Objective: Increase advancement and
admission outcomes
Growth through increasing the market
Key Tactic :
Open additional geographic markets through
expansion; open additional demographic markets
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SITUATION – Static
Marketing Objective: Increase market share,
enrollments or revenue
Key Strategy :
market penetration - seeks increased response to
present products/services in present markets through
a more aggressive marketing effort
Key tactics:
improve retention rate; improve application;
cross-sell other products such as summer camp to
current and families and alumni; offer incentives
for increased use (sibling discounts); step up
promotion; differentiate your school more; try to
attract non-users by increasing product trial
through offering incentives and samples (more open
houses, community opportunities to use facilities,
etc).
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SITUATION: Maintenance
Marketing Objective: Avoid complacency
Key Strategy:
Establish a marketing system that gathers
competitiveand external environment intelligence and
responds to it with product/service improvements
or changes accompanied by targeted marketing programs. |
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SITUATION: New Product
Marketing Objective: Successful product launch
Introduction
Key Strategy:
New product development; take new product into current
markets first, then open new markets
Key tactic: Create and manage a referral
system with current and past families and alumni |
Growth
Strategy/Tactics Matrix
| Growth
Strategy:
Market Penetration
Seeks increased sales for present products/services
in present markets through more aggressive marketing
efforts. |
Growth
Strategy: Market Development
Seeks to attract other market segments
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Growth
Strategy:
Product/Service Development
Seeks to increase sales by improved services for
present markets
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Key Tactics:
Increase unit of purchase
Suggest new uses for the product
Offer price incentives for increased use
Increase efforts to attract competitors' customers
Step up promotion
Improve brand differentiation
Increase efforts to attract non-users
Increase service trial through offering samples and
incentives
Pricing up or down
Advertise new uses |
Key Tactics:
Open additional units through regional expansion
Attract other market segments by developing product
versions that appeal to these segments
Enter other channels of distribution
Advertise in other media
Build new relationships
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Key Tactics:
Develop new product/service features by attempting
to adapt, modify, magnify, minimize, substitute,
rearrange, reverse or combine existing features
Create different versions of the same
product/service
Develop additional models and/or sizes
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Download
this document (MSFT Word, 49K)
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MARKETING
PLANNING RESOURCES
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Creating
a Campus Marketing System
Growth
Strategies
Marketing Risk
Situations
Plan Formats
Team Approaches
Worksheets
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