Marketing Management

MARKETING

MANAGEMENTPROGRAM

MARKETING MANAGEMENT

The KNOW HOW of generating profitable demand.

Research, intelligence, product / service development, advertising, promotions, sales, logistics management, distribution networks, PR and client relations; these facilities form the corporation's ability to impinge on profitable markets and generate demand and to perform. Xecology Marketing program establishes the marketing systems and facilities to gain strategic marketing capability.

Promotional Actions of an Organisation

An organisation has to persistently promote itself and ensure that it undertakes activity that contribute to the well promotion of the company, its brand, its product and actions.

We develop programs to bring organisations to the point of functioning as an organisation, in a manner that effectively promotes itself, its brand, its product, services, demonstrating organisational readiness and competence, to deliver and perform.

Effectively Impacting Markets

How do you make effective impact? How do you make an advert that connects with people and inspires? These days, you have to consider not just spending power to reach sufficient publics but a marketing and content strategy that incorporates the various multimedia channels, applicable to the relative public who use them. What do your customers want to see, read and understand? How can you bring them to appreciate you? How do you align the content strategies applied to each media channel, to align with your overall target to reach sufficient numbers, delivering the correct messages and aligning with the overall objective and role of the organisation.

How then can you also ensure that marketing strategies align with the rest of the company - what other organisational functions should be directly liaising with promotions, advertising and social media managers?
Is the company promoting something that the publics actually want?

This brings us to the organisation and its overall strategy; because just as much directors and senior managers advise marketing on products and services to promote; marketing must feedback with what products and services should actually be offered to the public and thus, to generate income.Marketing should be led by its organisational leaders so that they may in turn lead the public to a betterness in the area of life or business under consideration.

THE MARKETING PLAN

The Marketing Plan

The Xecology Marketing Plan is comprehensive and aimed towards achieving long-term profitability. Xecology Marketing Plans objectives;

The company's mission statement or long-term strategic vision, along with key objectives, subdivided into marketing objectives and financial objectives.
Executive Summary with an attached compilation of market intelligence.
Identification exact, key target markets that will achieve and benchmark success..
Awareness of the competitive environment.
The research and development of products and services that will resolve specific problems, for a specific target market.
Revenue growth through effective pricing through
Research, testing and the optimization of revenue management for profit.
Formulation of strategy to increase market share through efficient promotion (including the design, copywriting, testing of adverts and promotions).
Analysis of the required marketing investment and expected returns.

Xecology's comprehensive and detailed approach incorporates market intelligence and internal business intelligence with added ability to prepare for effective performance and delivery through the design and implementation of business processes.

The end result will be customer loyalty and brand equity among target customers, and achieves the firm's marketing and financial objectives.

BRAND DEVELOPMENT

The Brand Audit

The Xecology brand audit includes an assessment and analysis of the following elements;

Compilation of market intelligence from which to base decisions around the targeting of markets and the distributuion of products / services.
The alignment between current branding concept with market intelligence.
Level of influence; brand and organisational efficacy.
The factors defining the company's strengths and weaknesses.
Economic trends determing external threats and opportunities.
Efficacy of pricing and positioning strategies.
Efficacy of marketing communications and level of media presence.
Competitive position and ability.

Compared to other audits, Xecology applies greater expansive knowledge and awareness of organisational operations and has the ability to align and co-ordinate the organisation to higher standards to help build branding appeal.

MARKETING STRATEGY

Strategy Formulation

The following are the objectives used by Xecology to establish a marketing strategy;

Recognition of niche market needs and wants;
Building data sets on competition
Assessing discrepancies in the market to determine competitive and profitable advantage
Agreements on the investment into marketing resources for promotional campaigns and the pre-calculated ROI.
The method and action to counteract / balance economic and competitive threats
Determination of pricing, potential sales and profits (ROI).
Development of research and innovation models to develop strong differentiation in brand, products and services that generate strong potential demand.
The structure of the marketing operations, as well as sales and service divisions, to permit co-ordination, communication for excellence in product and service delivery.

The purpose is to establish the leadership, trust and attention of markets that maintain contact for inspiration, solutions and aspirations.

Strategic Brand Programming

Strategic Brand Programming will target the following factors;

Logo and Symbology
Website presence
Social media presence and strategy
Location and Target market
Marketing quality, inc: image
Marketing communications frequency
Product and Service development
Innovation; research and discovery

The Xecology Brand Program aligns the brand with the overall market strategy and the aims of this program is a much improved profile, higher quality exposure and increased positive, viability potential attention.

Sales and Promotion Strategy

Analysis and evaluation of historic use of channels used to reach customers. This would include;

Choice, relevance and efficacy of marketing medium.
Use and standard in copywriting and imagery in promotions
Competitor analysis
Public and community relations
Efficacy ratios and ROI

This internal intelligence is used conjunction with market intel, brand audit for a final analysis, evaluation for the formulation of a sales and distribution strategy that will cover the following;

Customer / Prospect relations management
Client relations management
Conversion Ratios
Process mapping and engineering
Customer satisfaction
Professionalism, imagery and styles
Dataset management
Viability analysis

The sales and distribution strategy is aligned and co-ordinated with The CRM strategies and programs.

NEW AND INTERNATIONAL MARKETS

Establishing and developing New Marketing Operations

Xecology designs, develops, the system, the business processes to ensure clean, reliable, stable, elastic and fast marketing operations, allowing the company to respond to changes and developments in the market.

MARKETING OPERATIONS

Marketing Technology and Systems

The following sales control systems and related elements ensure a sustained system remains in place, beyond the completion of the Xecology Market Establishment Program.

Sales forecasts
A competent sales force
Reseller incentive programs
Systems for Sales force management and customer relationship management.

Our work anticipates the existence of current active systems. We work towards the management of evolution to ensure invisible, non-disruptive, fully co-ordinated, under the surface transitions. We can work with your current tech teams to develop better aligned systems of the following;

Efficient consumer response (ECR).
Enterprise resource planning (ERP).
Inventory management systems.
Material Requirement planning (MRP).

Reporting, measurement and control systems

ROI, reflected in metrics that we maintain and manage, measuring all aspects of input, maintenance (program implementation) and output (program performance).

intelligence

INTELLIGENCE