CAED WORKBOOK-building blocks of marketing · PDF file Marketing Analysis Market Segmentation & Targeting Differentiation & Positioning Marketing Plan Contents BUILDING BLOCKS OF...

WORKBOOK

W O R K B O O K

Building

MARKETING Blocksof

CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | BUILDING BLOCKS OF MARKETING

Marketing Analysis

Market Segmentation & Targeting

Differentiation & Positioning

Marketing Plan

Contents

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 01

FOLLOW THE SIMPLE INSTRUCTIONS

COLLABORATE

REFER TO SAMPLE DOCUMENTS

USE PROVIDED TEMPLATES

PRINT YOUR MARKETING PLAN

IMPLEMENT/ FOLLOW UP ON YOUR PLAN

REVIEW YOUR PLAN FREQUENTLY

ALL YOU NEED TO DO:

This workbook offers useful templates to assist you in the process of build- ing your marketing strategy and the promotional tools for your business. You are encouraged to print its contents in order to create your own hard copy for sharing with your team and for future reference. Additional work templates are provided in MS Word format to make it easy for your and your team to accomplish your marketing plan.

Overview

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 02

DEFINING YOUR PURPOSE

PURPOSE:

WHAT YOU LOVE

WHAT YOU ARE GOOD AT

WHAT THE WORLD NEEDS

passion mission

profession vocation

WHAT YOU CAN BE PAID FOR

DEIFNE YOUR PURPOSE MODEL

• Print as many copies as needed for you, your partners or employees you wish to partici- pate in the exercise

• Use this as a template and write inside the circles

• Allocate some time to think, meditate, explore and write inside the circles and its intersections. You might use separate pages for each, PERSONAL and BUSINESS purposes.

• Analyze your concepts or thoughts from both, a PERSONAL and a BUSINESS point of view.

• Think about how your PERSONAL and BUSINESS purposes align with each other

• Share and brainstorm your points of view with your partners or employees

• Make consensus to write down your purpose statement of 5 to 15 words that clearly articulates the BIG WHY.

Why WE exist and HOW our service, product makes the difference.

ACTIVITY # 1

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 03

DEFINING YOUR PURPOSE

OUR PURPOSE Why WE exist and HOW our service or product makes the difference.

Write down your purpose inside the rectangle

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 04

ACTIVITY # 1 (CONTINUED)

ACTIVITY # 2

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 05

MAXIMIZE YOUR STRENGTHS, MANAGE THE RISKS AND EMBRACE OPPORTUNITY

SWOT ANALYSIS

• Print as many copies as needed. For you, for your partners or employees you wish to participate in the exercise, you may also brainstorm by tracing the boxes on a white board, you can also use a flip-chart and sticky notes

• Refer to next page “SAMPLE QUESTIONS” to help you obtain valuable insights of your business and also formulate your own questions

• Write your insights on the corresponding boxes or use sticky notes. Separate internal from external issues

• Examine issues from the point of view of customers and competitors

• Write down what’s causing the issue, don’t describe the issue

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Areas where your business does well and where there are difficulties

Opportunities and threats exist outside independently from strengths and weaknesses

ACTIVITY # 2 (CONTINUED)

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 06

CLUE QUESTIONS STEP BY STEP - ONE STRATEGY AT A TIME

• From each SWOT box, highlight the issue or issues that are more relevant to you and your business,

• Prioritize the issues that require immediate attention

• Define the necessary actions required to leverage your strengths, minimize your risks, and take advantage of the areas of opportunity to help you improve your business

• Connect these actions into communication ideas and marketing actions

Strengths - (You have already done a great job putting your strengths together on Exercise #1 ( The purpose)

What makes us better than others (on the business)? What actions do we do well? What are our competencies? What knowledge, skills and attitudes do you have that can help you? What do other people say you do well? Why should you of all people undertake this mission?

Weaknesses

What could we improve in order to achieve our purpose? In what ways are we not efficient? What don’t we do well? Where are we incompetent? What knowledge, skills and attitudes are we missing? What should we avoid doing? Why shouldn’t we undertake this purpose?

Opportunities

What real opportunities are present today? What is going on around us that seems to be useful? From which recurring tendencies can we profit and how? What could be done today that isn’t being done? What is missing or can be improved on the market? Who else can we support and how?

Threats

What are the negative tendencies in play today? What obstacles do we face to achieve our purpose right now? Who might cause us problems in the future and how? What is the competition doing that might cause difficulties for us?

ACTIVITY # 3

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 07

I DENT IFY YOUR CUSTOMERS • Utilize one sheet per product/service

you offer, identify the problems you solve or needs you help each customer to satisfy. Define each type of customer, the more information you can gather, the more you’ll get to know each type of customer.

• How many different type of customers can use your product or service?

• What are the specific problems / needs each customer is looking to solve or satisfy?

• Is your customer a man? A woman? What is their age group?

• Where does he or she live?

• What type of work he or she do? How much money do they make?

• Do they have decision power? Or does someone else?

• Does he or she participate in certain activities, or belong to any clubs or groups?

TYPE OF COSTUMERPRODUCT OR SERVICE NEEDS OR PROBLEMS

TYPE OF COSTUMERPRODUCT OR SERVICE NEEDS OR PROBLEMS

TYPE OF COSTUMERPRODUCT OR SERVICE NEEDS OR PROBLEMS

ACTIVITY # 4

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 08

ANALYZE YOUR COMPETITORS • Identify who are your direct local

competitors, choose from 1 to 3 companies

• Identify who is the MARKET LEADER in your industry (to help define your aspirations)

• Use the “Analyze your competitors”MS Word template provided to expand on your research using the column on the left for your business, and the following columns for your competitors

• Analyze the different aspects, writing on the space the positive ones and also the things you would improve

• Highlight the most relevant insights that make your competitors stronger, and also those insights that make your business stronger than your competi- tors

• Also consider what are the MOST relevant insights that make the MARKET LEADER successful

• Brainstorm with your team and ask them to participate in the task

My BusinessSubject

Logo

Facebook Page

Newspaper Ads

Website

Competitor A Competitor B Com..

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Needs improvement: Positive aspects:

Store front

Tradeshow

Printed Materials

Add more subjects

Add competitors

ACTIVITY # 5

CREATING YOUR VALUE PROPOSITION

For whom? (target customer)

Who is, are dissatisfied with (the current alternative)

Our product is a (new product, easier to use, cheaper, more efficient)

That provides (key problem-solving capability)

Unlike (the product alternative, competitors).

https://sumome.com/stories/value-proposition-examples#5 REFERENCES & EXAMPLES OF VALUE PROPOSITIONS

DEFINING THE ELEMENTS OF YO