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Developing an Annual Marketing Plan and Marketing Strategy | Sales Support strategy For pune

Developing an Annual Marketing Plan and Marketing Strategy

retail Store marketing Solutions Kondhwa Budruk Pune

Fulcrum Marketing is a strategic retail Store marketing Solutions Kondhwa Budruk Pune. Our team of marketing consultants also specialise in marketing planning and retail Store marketing for all types of business of any size.

MARKETING STRATEGY

Effective marketing organisations must be driven through sound business strategy. Fulcrum produce marketing strategy that is always well embodied by your business strategy.

The best marketing strategy does not start with creative, it starts with a marketing process.

The Fulcrum Marketing Strategy Development Process is a thorough problem solving and marketing strategy development program that focusses on solving your growth challenges and maximising the return from your company’s marketing operations.  It is particularly useful for innovating within a market or creating a position of market leadership.

Overview

Indentifying key sources of growth, challenging the current business operations and identifying key growth creating activities are crucial for businesses which want to grow.

The process looks at your whole business with the aim to maximise the potential by focussing on:

  • reviewing your market conditions
  • reviewing your current market challenges and capabilities
  • identifying and maximising competitive advantage
  • creating and amplifying market positioning
  • developing new revenue sources
  • maximising market communication techniques

Action Orientated

Fulcrum works alongside senior management to develop achievable and actionable strategies and build the company plans around them. Real results are achieved when your management team have consistent and ongoing interaction with the Fulcrum team. At the end of the process, you must own the strategy and be able work the plan yourself. You are left with a growth system which is repeatable over time to achieve consistent growth. Companies effectively implementing this program often achieve more than 25% ongoing growth per annum.

Your Challenges

Business owners, senior executives and managers are frequently facing growth related issues such as: – Turning around a declining sales trend – Identifying and entering new markets – Launching new business and product lines – Identifying emerging growth opportunities – Managing the risks of growth If you have any of the above issues, then the Fulcrum Marketing Strategy Development Process is for you.

Approach

The process considers what could be rather than only what is. Whereas, a regular marketing strategy process might simply consider what a customer tells you and respond, Fulcrum considers how a customer might react when given a slightly or radically different proposition to the one currently in the market.

Benefits

Each strategy generates actionable tasks to achieve medium and long-term revenue and growth targets. Brief but highly strategic plans are created that drill down into action items. You are then lead through specific actions to implement, or the Fulcrum team implement them for you.

Development Process

Experience the Fulcrum Marketing Strategy Development Process. It is a tailored program designed to provide companies with the highly-focussed strategy development and implementation resources necessary to address specific growth challenges and opportunities.

1. Seek and learn.

Information Gathering – The first step is to gain an understanding of the market in which you are participating; target audiences, competitor offerings, current pricing and more. Review the business realities – Gain an understanding and commitment to potential resources available to make it all happen. Review the market realities – What limitations might we be dealing with and how far can we push the market potential?

2. Set the hypothesis.

Hypothesis development – Develop the potential strategic alternatives and understand what would need to happen for them to become reality. Reality test – Review the strategies for practical application, decide which are practical now and which could be left for a future date and understand what resources are necessary to make these alternatives. Solidify strategy – Make some strategic decisions to understand which alternatives provide the growth desired, build an understanding of the risks involved, ensure all strategies can work together and consider the reality of them working within the business.

3. Set the course.

Key strategies – Articulate the strategies and provide means for measurement and communication. Plan action – Develop broad and specific actions stemming from the strategies.

4. Build a foundation.

This stage involves developing a compelling ‘marketing tool box’ that clearly defines your value to the target audience and creates appropriate messages and triggers to sale.

5. Implement and educate.

The stage after the plan development involves completing agreed actions and driving deep engagement and understanding throughout the company, whilst developing the ongoing implementation activities, including allocation of resources.

Business-to-Business Marketing Strategies

What do business professionals think about marketing in the business-to-business (B2B) environment? We examined survey results and reports* that compiled data on the topic, and created a list of eight B2B marketing strategies commonly recognised as successful regardless of industry.

  • Referral Programs
  • Word of Mouth Plus
  • Trade Shows
  • Online Advertising
  • Remarketing
  • Search Engine Optimisation (SEO)
  • Content Marketing
  • Inbound Marketing

Choosing the Right Marketing Agency: Marketing Execution Vs Marketing Strategy

If you pretty much know what marketing you need to do and how it is going to be accomplished then most likely you need some type of marketing agencyto do it for you. Depending on what the activities are, you will choose a different type of agency. For example, if you are more likely to be doing TV, radio or magazine advertising you will likely need a traditional advertising agency. If it sits more in the digital realm, with a lot of Google AdWords or YouTube commercials, then a digital advertising agency is probably for you. Alternatively, you may simply need a graphic designer to bring your ideas to life.

Making Marketing Plans Happen

A marketing plan is paramount for achieving business growth. The purpose of a marketing plan is to assess the current market position of your business and develop marketing strategies and actions to undertake to meet your business objectives. Putting together a strategic plan that develops your business around your competitive advantage, and ensures that you are in a position to take advantage of your strengths, is a key to continued business prosperity. Of course, once you have the plan, making it work is the next step.

Developing an Annual Marketing Plan and Marketing Strategy

Make your business New Year resolution to start the year with an integrated marketing plan that clearly outlines your business objectives and the marketing strategies and tactics you plan to use to achieve them

An annual marketing plan helps keep businesses on track with goals and objectives for the year and ensures that marketing opportunities and budgets are maximized. Developing a marketing plan that you revisit every year is the key to success year after year.

A solid annual marketing plan should be structured with a disciplined approach to reaching your business goals and objectives, yet flexible enough to adapt to changing market conditions and business opportunities throughout the year.

Start Annual Marketing Planning by Reviewing Previous Year Marketing Performance

Before you begin the annual planning process for the coming year’s marketing efforts, you’ll want to take a close look at how you performed over the current year. Even if you did not have a structured marketing plan in place previously, you should be able to review past marketing activities and results.

Here are some questions to ask when evaluating the performance of a previous annual marketing plan or year’s activities:

  • Did you achieve desired results from your marketing efforts (such as improved brand recognition, X number of leads generated or sales/revenue figures)?
  • Which specific marketing activities were effective?
  • Which specific marketing activities were not effective?
  • Should you reallocate resources to better performing targets, markets or marketing tactics?
  • Has your target market, audience or geographic area changed over the year?
  • Were you able to stay within a marketing budget at the end of the year?
  • What areas of your marketing budget do you need to cut costs in for the coming year?
  • What areas of your marketing budget do you want to invest more in for the coming year?

The answers to questions about your previous year’s marketing plan will play a big part in building an annual marketing plan for the coming year. Each year adjustments should be made to your marketing planning efforts that incorporate learning from the past – what works or what doesn’t work.

Develop Essential Components of an Annual Marketing Plan

A marketing plan is a written document that contains a business’ marketing strategies and tactics. The first step in developing an annual marketing plan is getting organized. Make a list of all the marketing components or categories that are important for your business.

Typical components in a marketing plan include:

  • Advertising (print and/or online)
  • Branding and Graphics (promotional giveaway items, photography, video production, graphic development)
  • Collateral (sell sheets, brochures, business cards)
  • Events (trade shows, webinars)
  • Direct Marketing (email, direct mail, list generation, promotional incentives/contests)
  • Public Relations (press release distribution, PR agency)
  • Research (focus groups, surveys, marketing reference books)
  • Social Media (social media networks)
  • Website (search engine optimization, web development/hosting)

Of course the actual components for your business may vary depending on your business, industry and marketing budget. The important thing is to identify all the potential components in your annual marketing plan so you can decide how you plan to address those components for your business. Even if you do not plan to allocate budget for a category – like social media – it should be included if you have any marketing efforts planned for the category so strategies and tactics can be outlined in an integrated planning approach.

Define Marketing Plan Strategies, Tactics and Budget

Once marketing components are outlined for the business, all potential strategies and tactics should be defined per category or component.

Here is an example of defining strategies and tactics for the “advertising” category:

Marketing Category: Advertising
Strategy #1 – Drive traffic to website via online advertising
Tactic # 1 – Google Adwords
Tactic #2 – Banner ads on industry association website
Tactic #3 – Internet yellow pages ads

Each tactic will also need to have an allocated budget, if applicable. The marketing plan should include fields to capture your allocated budget, actual spend and budget variance so that you can track throughout the year and make any adjustments needed. For example, if you are tracking under budget in one category you can shift funds to another category where you may be tracking over budget.

Flexibility to adapt an annual marketing plan throughout the year is important to adapt to a changing business environment and be “opportunistic” in marketing efforts. Be sure to take advantage of tracking mechanisms for marketing efforts whenever possible – such as unique 800 numbers or website analytic reports – so that you can make adjustments to maximize performance of campaigns (or dump marketing efforts that are not producing desired results). Goals should also be set for all areas of a marketing plan so that you can measure the performance of marketing tactics against business objectives.

SALES METHODOLOGIES

Personal selling is a promotional method in which one party uses skills and techniques for building personal relationships with another party that results in both parties obtaining value. Personal selling occurs whenever an individual salesperson sells a product, service or solution to a client.

Sales methods

There are many different sales methods that can be used to complete a sale and form the required relationships. Determining which sales method is more effective depends on what you are selling, who you are selling to and when you are selling it.

AIDA Method

AIDA is an acronym that stands for Attention, Interest, Desire and Action. This is a method that looks at the steps a client will undertake from when they first becomes aware of the product or service, to when they are making a purchase decision.

Attention – Get the other person’s interest
Interest – Spark their curiosity
Desire – Create the need
Action – Get them to commit to something

Need satisfaction

The need satisfaction technique is a question and answer technique to make the client to recognise the need for your offering. This then leads to the client agreeing that they have a need to be fulfilled, which leads to you showing them how your offer can satisfy their needs. This method is based on a win-win approach for both the sales person and the client.

Depth Theory

Depth Theory is when a creation of trust occurs between the buyer and seller. The seller uses expertise in their product, service or industry to create trust between themselves and the buyer. The client will see the salesperson as an expert in that area and will trust them to solve the issues that they have.

 Step process

The 7 step process is a plan of action that starts at the planning and preparation to make the sale and leads to after sale follow ups. The 7 steps are:
1.   Planning and preparation
2.   Introduction or opening
3.   Questioning
4.   Presentation
5.   Overcoming objections/negotiating
6.   Closing
7.   After-sales follow-up

communication and retail Store marketing management

Effective communication and advertising management is important to not only correctly identify a target audience, but also to reach this audience efficiently through different information channels. There are many benefits of successfully managing these marketing communications, including, but not limited to:

  • A higher Return on Investment  (ROI)
  • Reaching more of your target audience
  • Reduced costs for retail Store marketing
  • Types of market segmentation:
    • Demographic segmentation: gender, age, income, education, occupation
    • Geographic segmentation: city, state, country
    • Psychographic segmentation: attitudes, values, attitudes, lifestyle
    • Behavioural segmentation: purchasing patterns, loyalty status

Implementing a retail Store marketing Strategy

 

Implementing a Marketing Strategy Execution Plan, known to Fulcrum and our clients as a “Sprint Plan” is the most effective way to prevent this highway-less journey , retail Store marketing Solutions Kondhwa Budruk Pune. A Marketing Strategy is a set of strategic goal-focused plans for a certain period of time.

retail Store marketing Strategy and Planning

Implement your marketing plan

Your marketing plan must do more than just say what you want to happen. It must describe each step required to make sure that it happens.

Schedule
The plan should include a schedule of key tasks. This sets out what will be done, and by when. Refer to the schedule as often as possible to avoid losing sight of your objectives under the daily workload.

Team And Resources
It should also assess what resources you need. For example, you might need to think about what brochures you need, and whether they need to be available for distribution. You might also need to look at how much time it takes to sell to customers and whether you have enough salespeople.

Cost
The cost of everything in the plan needs to be included in a budget. If your finances are limited, your plan will need to take that into account. Don’t spread your marketing activities too thinly – it is better to concentrate your resources to make the most of your budget. You may also want to link your marketing budget to your sales forecast.

Control
As well as setting out the schedule, the plan needs to say how it will be controlled. You need an individual who takes responsibility for pushing things along. A good schedule and budget should make it easy to monitor progress. When things fall behind schedule, or costs overrun, you need to be ready to do something about it and to adapt your plan accordingly.

 

Marketing Execution – Plan, Execute, Track, Measure

Everyone likes to talk about creating a marketing plan. It’s the fun part of marketing, the creative aspect of your planning process and retail Store marketing Solutions Kondhwa Budruk Pune. But strategy without execution won’t help your business succeed. In fact, marketing execution is how you achieve results.

Create your marketing strategy

Decide how to market your product or service to potential customers by developing a marketing strategy that positions your product to particular customers

Write a marketing execution plan

How to identify your objectives and write a plan that will help your marketing generate sales, including tactics and objectives

Marketing on a tight budget

How to get the most out of a small or limited marketing budget using cost-effective marketing methods such as Public Relations and online marketing

Marketing your business in Pune

How to market your business effectively in pune including researching your target audience and establishing new contacts

Kondhwa Budruk Pune

retail Store marketing Solutions Kondhwa Budruk Pune

Get in touch with us, we would love to discuss your marketing needs.

We love a good coffee and a challenge, so would behappy to meet up with you face to face.

Marketing Company in Pune

Call Us :-08433772261
Email:- info@fulcrumresources.in

Kondhwa Budruk Pune

 

B2B Marketing: 

Fulcrum is a magnet for businesses with well-defined goals and a desire to harness the latest advantages that marketing and technology can offer.

Face To Face Marketing : 

face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing.

Product Sampling :

Fulcrum are a highly recommended provider of product sampling staff. We specialise in the implementation of sampling campaigns using our in house sampling team and logistical know-how.

Dealer Marketing: 

Dealer marketing is of utmost importance for the success of any brand. For most brands, dealers, distributors and resellers are critical links to success.

Direct Marketing:  

we can help with everything from planning and design to production and delivery ensuring your direct marketing campaigns are delivered on time to the highest quality.

Guerrilla Marketing:

When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results

Retail Marketing:

Fulcrum is a dynamic-retail marketing agency born in tradition, fueled by innovation, and living at the intersection of commerce and imagination.

Direct Selling : 

Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product

Retail Audits & Merchandising:

Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail.

Door To Door Marketing :

Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household,

Product Demonstrations:

As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time.

Street Marketing: 

We will still need to spend time interacting with people, face-to-face, Street Marketing. Personal interaction is what makes the world go around

retail Store marketing 

retail Store marketing Solutions Kondhwa Budruk Pune

The team at Fulcrum has delivering successful Shopping Centre Marketing Campaigns across a wide range of shopping centres and retail complexes. From major  retail locations to local community focused shopping centres; we have secured real, measurable results across the board.

Marketing Plan and Marketing Strategy

retail Store marketing | retail Store marketing Solutions Kondhwa Budruk Pune

Kondhwa Budruk ,  Pune

Kondhwa Budruk is an upcoming residential and commercial locality in the fast developing city of Pune. The neatly subdivided streets and innumerable property establishments represent the growth and potential this locality holds. The neighbourhood is strategically located, as it is surrounded by the popular localities of Kondhwa, Dhankawadi, and Katraj. It is situated in the peripheral region, 9 km towards the south east of Pune. Hence, it enjoys the simultaneous benefit of real estate growth along with a serene environment, free from the hassles of a city life.

Pune-Mumbai Highway, also known as Satara Road in this region, is located to the west of Kondhwa Budruk and offers easy access to other parts of the city. Not limited solely to the residential projects and commercial entities, the locality is also well endowed with lush green parks such as Rajiv Gandhi Zoological Park, located 10 minutes from here.

Kondhwa Budruk is an example as to why Pune has been referred to as a ‘student city’ by many. The social infrastructure facilities present here are immense. Educational institutions such as Smt. Kashibai Navale Institute of Education, Sinhgad Academy of Engineering, and Sinhgad Institute of Business and Administration Research are the major growth drivers here. The prominent commercial and residential establishments here include, Property Journal and Salve Garden, respectively.

Connectivity and Transit Points

Kondhwa Budruk is connected to Pune-Bangalore Highway via Katraj Kondhwa Road, which is situated towards the south of the locality. Katraj Hadapsar Bypass Road is a radial road located towards the west of Kondhwa Budruk, connecting it to Pandharpur Road, which in turn links to Mumbai Highway towards the north.

Pune Junction Railway Station, the prominent railway station of the city, is located 11 km away, and can be accessed via Jawaharlal Nehru Road or Kondhwa Road. Ghorpuri Railway Station and Shivajinagar Railway Station are other stations situated within a 10-km radius of the area. Pune International Airport is situated 18 km away, and can be reached within 45 minutes via Airport Road and Prince of Wales Drive Road.

The locality has sufficient public transportation options as well. MSRTC buses ply passengers from Kondhwa Budruk to other parts of the city. Apart from this, more common methods of transport such as taxis and autos are also available here in plenty.

Major Landmarks

Property Journal

Rajiv Gandhi Zoological Park

Salve Garden

Iskcon NVCC Temple

Sinhgad Academy of Engineering

Factors for Growth in the Past

Kondhwa Budruk, until very recently used to be a village. Up to the mid 1970’s, Pune used to only consist of Central and Inner Pune. Now, as Pune has started to expand and become a bigger city, a number of peripheral areas are being included in the limits of the municipality. Kondhwa Budruk, being one such suburb witnessed growth due to this inclusion.

As people started moving towards the extremes of the city to get away from the hustle and bustle of the city life, vacant areas like Kondhwa Budruk slowly started to gain prominence. The abundant available land enticed several developers and investors to invest and improve the real estate market of the area.

Residential & Commercial Market

Residential Market Trends

Maximum demand for property here is in the form of high-rise and multi-storey apartments. There are also a number of residential plots available for sale in Kondhwa Budruk . The residential market in Kondhwa Budruk has been witnessing an increase in the property values as it is being fuelled by rising demand.

At present, the average capital value is about Rs 4,495 per sq. ft. However, values for premium projects in Kondhwa Budruk is higher than the usual rate, and falls close to Rs 5,000 per sq. ft.

Commercial Market Trends

The average rate for offices is approximately Rs 6,935 per sq. ft. Shops are priced a bit higher, and sell at an average rate of Rs 9,880 per sq. ft. Commercial plots, on the other hand, sell at an average rate of Rs 1,420 per sq. ft. These rates are much more affordable when compared to other parts of Pune, and as a result, many companies are now setting up their businesses in Kondhwa and Kondhwa Budruk.

Major Challenges

The problem of garbage disposal is something that plagues the neighbourhood of Kondhwa Budruk. The municipal corporation has proposed to initiate a waste processing plant in this locality to tackle this problem. However, this project is seeing objections from residents, as they believe that this would require a lot of land space and might even cause odour pollution.

Kondhwa Budruk is also known to have uneven roads, laden with potholes and messy road work. It is believed that the contractors involved in this project are about to get blacklisted and the roads in the region will be sufficiently improved in the coming future.

Factors for Growth in the Future

There is a slew of upcoming residential apartment projects in Kondhwa Budruk such as Kumar Kul Utsav, Alcon Signare, Arihant Prathamesh, Notting Hill, and Anjani Amores, which once completed will proliferate growth of the residential market here.

Apart from this, the Pune Municipal Corporation plans to make things right by fixing their abysmal road repair work in Kondhwa Budruk and many other localities. PMC intends on finding a permanent solution to smoothen the roads to cover up all the potholes. Also, according to the civic authorities, open drains, manholes, and water-logged roads are to be repaired as well. The improvement of these civic facilities in the region would give it a facelift, and promote better growth in the future.

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retail Store marketing Solutions Kondhwa Budruk Pune

retail Store marketing Solutions Kondhwa Budruk Pune

Pune

Pimpri-Chinchwad

Aurangabad

Kolhapur

Nashik

Nagpur

Ahmednagar

Akola

Amravati

KOTHRUD
Koregaon Park
Kondhwa
Kondhwa Budruk
Kharadi
Katraj
Kalyani Nagar
Kalewadi
Hinjewadi
Dhayari
Dhanori
Deccan Gymkhana
Chikhali
Camp
Bavdhan
Undri
Pimpri Chinchwad
Aundh
Wakad
Wagholi
Talegaon Dabhade
Sinhagad Road
Shivajinagar
Pimpri
Pimple Saudagar
Pimple Nilakh
Pashan
NIBM
NIBM Annexe
Mundhwa
Magarpatta
Hadapsar
Balewadi

 

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retail Store marketing Solutions Maharashtra Nagar | retail Store marketing Solutions mumbai

retail Store marketing Solutions Maharashtra Nagar

Fulcrum Marketing is a strategic retail Store marketing Solutions Maharashtra Nagar. Our team of marketing consultants also specialise in marketing planning and retail Store marketing for all types of business of any size.

Brand Strategy: Build a Powerful Brand

Your B2B brand determines which signals you’re sending out to the marketplace and how you are perceived by your audience. Whether launching a new service, targeting a niche audience with specific products, or knocking the rust off a dated market position, your brand strategy is fundamental to your company’s success. That’s where we come in. Uncovering the insights that help build an effective, hard-working B2B brand position takes experience — an ability to conduct interviews that deliver more than high-level answers to boilerplate questions; curious researchers willing to explore the idiosyncrasies of your markets; creative minds that bring clarity, even when a compelling position feels obfuscated by internal biases and aggressive competitors.

Research
Interview customers and SMEs
Primary, secondary research		Messaging
Tell your story convincingly
Maintain campaign consistency		Brand Expression
Create a visual representation of your brand

We start with research — talking with your product experts and potential customers to make sure we understand the nuances of your position.

Then, we craft persuasive messages that connect with your target audience, ensuring continuity across all communications.
Finally, we create a visual identity that expresses your brand to a T.

While it’s not quite as easy as one-two-three, we’ll keep it simple, staying focused on the insights that can serve as brand building blocks and avoiding unnecessary trips down rabbit holes that won’t bring any value.

MARKETING STRATEGY

Effective marketing organisations must be driven through sound business strategy. Fulcrum produce marketing strategy that is always well embodied by your business strategy.

The best marketing strategy does not start with creative, it starts with a marketing process.

The Fulcrum Marketing Strategy Development Process is a thorough problem solving and marketing strategy development program that focusses on solving your growth challenges and maximising the return from your company’s marketing operations.

 

SALES METHODOLOGIES

Personal selling is a promotional method in which one party uses skills and techniques for building personal relationships with another party that results in both parties obtaining value. Personal selling occurs whenever an individual salesperson sells a product, service or solution to a client.

AIDA Method

AIDA is an acronym that stands for Attention, Interest, Desire and Action. This is a method that looks at the steps a client will undertake from when they first becomes aware of the product or service, to when they are making a purchase decision.

Attention – Get the other person’s interest
Interest – Spark their curiosity
Desire – Create the need
Action – Get them to commit to something

Need satisfaction

The need satisfaction technique is a question and answer technique to make the client to recognise the need for your offering. This then leads to the client agreeing that they have a need to be fulfilled, which leads to you showing them how your offer can satisfy their needs. This method is based on a win-win approach for both the sales person and the client.

Depth Theory

Depth Theory is when a creation of trust occurs between the buyer and seller. The seller uses expertise in their product, service or industry to create trust between themselves and the buyer. The client will see the salesperson as an expert in that area and will trust them to solve the issues that they have.

 Step process

The 7 step process is a plan of action that starts at the planning and preparation to make the sale and leads to after sale follow ups. The 7 steps are:
1.   Planning and preparation
2.   Introduction or opening
3.   Questioning
4.   Presentation
5.   Overcoming objections/negotiating
6.   Closing
7.   After-sales follow-up

Implementing a retail Store marketing Strategy

Implementing a Marketing Strategy Execution Plan, known to Fulcrum and our clients as a “Sprint Plan” is the most effective way to prevent this highway-less journey , retail Store marketing Solutions . A Marketing Strategy is a set of strategic goal-focused plans for a certain period of time.

retail Store marketing Strategy and Planning

Implement your marketing plan

Your marketing plan must do more than just say what you want to happen. It must describe each step required to make sure that it happens.

Schedule
The plan should include a schedule of key tasks. This sets out what will be done, and by when. Refer to the schedule as often as possible to avoid losing sight of your objectives under the daily workload.		Team And Resources
It should also assess what resources you need. For example, you might need to think about what brochures you need, and whether they need to be available for distribution. You might also need to look at how much time it takes to sell to customers and whether you have enough salespeople.
Cost
The cost of everything in the plan needs to be included in a budget. If your finances are limited, your plan will need to take that into account. Don’t spread your marketing activities too thinly – it is better to concentrate your resources to make the most of your budget. You may also want to link your marketing budget to your sales forecast.		Control
As well as setting out the schedule, the plan needs to say how it will be controlled. You need an individual who takes responsibility for pushing things along. A good schedule and budget should make it easy to monitor progress. When things fall behind schedule, or costs overrun, you need to be ready to do something about it and to adapt your plan accordingly.

Marketing Execution – Plan, Execute, Track, Measure

Everyone likes to talk about creating a marketing plan. It’s the fun part of marketing, the creative aspect of your planning process and retail Store marketing Solutions . But strategy without execution won’t help your business succeed. In fact, marketing execution is how you achieve results.

Create your marketing strategy

Decide how to market your product or service to potential customers by developing a marketing strategy that positions your product to particular customers

Write a marketing execution plan

How to identify your objectives and write a plan that will help your marketing generate sales, including tactics and objectives

Marketing on a tight budget

How to get the most out of a small or limited marketing budget using cost-effective marketing methods such as Public Relations and online marketing

Marketing your business in Pune

How to market your business effectively in pune including researching your target audience and establishing new contacts

retail Store marketing,retail Store marketing Solutions Maharashtra Nagar

Get in touch with us, we would love to discuss your marketing needs.

We love a good coffee and a challenge, so would behappy to meet up with you face to face.

Marketing Company in Maharashtra Nagar

Call Us :-08433772261
Email:- info@fulcrumresources.in

Maharashtra Nagar, mumbai

 

B2B Marketing: 

Fulcrum is a magnet for businesses with well-defined goals and a desire to harness the latest advantages that marketing and technology can offer.

Face To Face Marketing : 

face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing.

Product Sampling :

Fulcrum are a highly recommended provider of product sampling staff. We specialise in the implementation of sampling campaigns using our in house sampling team and logistical know-how.

Dealer Marketing: 

Dealer marketing is of utmost importance for the success of any brand. For most brands, dealers, distributors and resellers are critical links to success.

Direct Marketing:  

we can help with everything from planning and design to production and delivery ensuring your direct marketing campaigns are delivered on time to the highest quality.

Guerrilla Marketing:

When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results

Retail Marketing:

Fulcrum is a dynamic-retail marketing agency born in tradition, fueled by innovation, and living at the intersection of commerce and imagination.

Direct Selling : 

Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product

Retail Audits & Merchandising:

Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail.

Door To Door Marketing :

Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household,

Product Demonstrations:

As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time.

Street Marketing: 

We will still need to spend time interacting with people, face-to-face, Street Marketing. Personal interaction is what makes the world go around

retail Store marketing 

retail Store marketing Solutions

The team at Fulcrum has delivering successful Shopping Centre Marketing Campaigns across a wide range of shopping centres and retail complexes. From major  retail locations to local community focused shopping centres; we have secured real, measurable results across the board.

retail Store marketing Plan and retail Store marketing Strategy

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Maharashtra Nagar, mumbai

Overview

Maharashtra Nagar is a well-known neighborhood of Mumbai. Several educational institutes, entertainment centers are located in and around the area, which makes living here extremely convenient. The presence of well-equipped healthcare centers and hospitals in close proximity makes the Maharashtra Nagar one of the sought-after residential destinations in Mumbai. The presence of basic amenities and other facilities has made the home seekers look for properties for sale in Maharashtra Nagar.

Maharashtra Nagar is a well-known neighborhood of Mumbai. Several educational institutes, entertainment centers are located in and around the area, which makes living here extremely convenient. The presence of well-equipped healthcare centers and hospitals in close proximity makes the Maharashtra Nagar one of the sought-after residential destinations in Mumbai. The presence of basic amenities and other facilities has made the home seekers look for properties for sale in Maharashtra Nagar.

Connectivity in Maharashtra Nagar

Commutation is hassle free for the residents of this locality. The Maharashtra Nagar is well connected to different parts of Mumbai through excellent road connectivity and bus services. The railways station and inter/ intra city bus station are just a few kilometers away from the Maharashtra Nagar. With state and other local buses, travelling to nearby locations is very convenient. Good connectivity is one of the major reasons why demand for property in Maharashtra Nagar is increasing rapidly.

Real estate in Maharashtra Nagar
In the last few months, the Maharashtra Nagar has witnessed prolific and exponential growth and it has now turned out to be one of the most proffered residential hubs in the Mumbai. Smooth connectivity is one of the major reasons for the increase in demand for property in Maharashtra Nagar. The rapid pace of development is attracting many builders to purchase plots in Maharashtra Nagar so that they can construct affordable houses for the home seekers.

 

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Door to Door Marketing Strategy, Door to Door Marketing Plan

modern trade marketing Solutions | Loyalty marketing consultant Breach Candy

Our talented team know how to excite, inspire and engage. With backgrounds in events, entertainment and travel, we’re full of ideas for amazing prizes and unforgettable incentives!

At Fulcrum, we all come to work every day because we have a shared love of travel and delivering once-in-a-lifetime experiences.

Our team meetings are buzzing with fresh ideas, brand new experiences and glowing feedback from our travellers. We know what makes a great incentive, we have an encyclopaedic knowledge of the best experiences around the world, and we have an ever-expanding ‘little black book’ of the most exclusive suppliers in the business.

In addition to our creative ideas and experience, we know that our clients value our expertise and dedication to solving problems rather than creating them. Prizes and incentives are our world, but we understand that our clients have other priorities, so we make sure we’re delivering our ideas on-time, on-budget and on-brand. We thrive on tight deadlines, logistical challenges and creating perfectly tailored solutions, without the headaches!

About us

Perfect solutions every time
As a leading marketing Agency, we’re immensely proud to work with brands and agencies across a huge range of sectors and industries, giving us an unrivalled breadth of experience.

we have created and fulfilled prizes for promotions and activations across the world.

Our aim: help our clients achieve their goals through our experience and expertise, taking the stress and hassle out of prize fulfilment.

We work for both direct brands and agencies, often in collaboration or with other specialist agencies and partners. Many of our clients have existing assets – from festival tickets to sports hospitality – which we help them to build into the best possible prize packages. Others want to create unique, eye-catching marketing and btl content around their prize winners. We can deal with winners from any country and in any language; we can provide a full btl management service; we can even source camera crews for content capture.

Whatever your brief, we’ve got it covered.

SALES INCENTIVES

Driving sales and performance through tailored, flexible incentive programmes

With pressure always on to drive sales and performance, sales incentives are an essential part of rewarding achievement within many companies. From internal staff reward programmes to dealer and channel incentives, there’s no better way to create a happy, engaged and motivated workforce.

Our main goal is to understand your people and what makes them tick. From hundreds in a call centre team to a small on ground sales team, a clear overview of your audience is the most important part of the process. By taking a best approach, offering maximum choice and flexibility, we create incentives which are targeted, effective and tailored to your team.

Whether it’s sales rewards, dealer incentives or channel incentives, drop us a line; we’d love to help you drive sales with our fresh and creative approach to prizes and incentives. From once-in-a-lifetime holidays to mini-breaks, high-street vouchers and designer goods, you can rest assured that with Fulcrum you’re in safe hands.

24 hour turnaround for urgent briefs
Topline ideas within 2 hours if needed
Competitive fixed quotes with no hidden costs
Expert Winner Management and Fulfilment

modern trade marketing Solutions | Loyalty marketing consultant Breach Candy

Professional Selling

Chapter 13: Professional Selling

13.1 The Role Professional Salespeople Play
13.2 Customer Relationships and Selling Strategies
13.3 Sales Metrics (Measures)
13.4 Ethics in Sales and Sales Management
13.5 Integrating Sales and Marketing
13.6 Outsourcing the Sales Function
13.7 Discussion Questions and Activities

 

13.1 The Role Professional Salespeople Play

Learning Objectives

  1. Recognize the role professional selling plays in society and in firms’ marketing strategies.
  2. Identify the different types of sales positions.

You’ve created a great product, you’ve priced it right, and you’ve set a wonderful marketing communication strategy in motion. Now you can just sit back and watch the sales roll in, right? Probably not. Unless your company is able to sell the product entirely over the Internet, you probably have a lot more work to do. For example, if you want consumers to be able to buy the product in a retail store, someone will first have to convince the retailer to carry the product.

“Nothing happens until someone sells something,” is an old saying in business. But in reality, a lot must happen before a sale can be made. Companies count on their sales and marketing teams not only to sell products but to the lay the groundwork to make it happen. However, salespeople are expensive. Often they are the most expensive element in a company’s marketing strategy. As a result, they have to generate business in order to justify a firm’s investment in them.

What Salespeople Do

Salespeople act on behalf of their companies by doing the following:

  • Creating value for their firms’ customers
  • Managing relationships
  • Relaying customer and market information back to their organizations

In addition to acting on behalf of their firms, sales representatives also act on behalf of their customers. Whenever a salesperson goes back to her company with a customer’s request, be it for quicker delivery, a change in a product feature, or a negotiated price, she is voicing the customer’s needs. Her goal is to help the buyer purchase what serves his or her needs the best. Like Ted Schulte, the salesperson is the expert but, in this case, an expert representing the customer’s needs back to the company.

From society’s perspective, selling is wonderful when professional salespeople act on behalf of both buyers and sellers. The salesperson has a fiduciary responsibility (in this case meaning something needs to be sold) to the company and an ethical responsibility to the buyer. At times, however, the two responsibilities conflict with one another. For example, what should a salesperson do if the product meets only most of a buyer’s needs, while a competitor’s product is a perfect fit?

Salespeople also face conflicts within their companies. When a salesperson tells a customer a product will be delivered in three days, she has made a promise that will either be kept or broken by her company’s shipping department. When the salesperson accepts a contract with certain terms, she has made a promise to the customer that will either be kept or broken by her company’s credit department. What if the credit department and shipping department can’t agree on the shipping terms the customer should receive? Which group should the salesperson side with? What if managers want the salesperson to sell a product that’s unreliable and will swamp the company’s customer service representatives with buyers’ complaints? Should she nonetheless work hard to sell the offering?

Situations such as these create role conflict. Role conflict occurs when the expectations people set for you differ from one another. Now couple the situation we just mentioned with the fact that the salesperson has a personal interest in whether the sale is made or not. Perhaps her income or job depends on it. Can you understand how role conflict might result in a person using questionable tactics to sell a product?

So are salespeople dishonest? Many people think so in part because certain types of salespeople have earned poor reputations that have tarnished the entire profession. As a result, some business students avoid sales despite the very high earnings potential and personal growth opportunities. You might be surprised to learn, however, that one study found that salespeople are less likely to exaggerate in order to get what they want than politicians, preachers, and professors. Another study looked at how business students responded to ethical dilemmas versus how professional salespeople responded. What did the study find? That salespeople were more likely to respond ethically than students were.

In general, salespeople handle these conflicting expectations well. Society benefits because salespeople help buyers make more informed decisions and help their companies succeed, which, in turn, creates jobs for people and products they can use. Most salespeople also truly believe in the effectiveness of their company’s offerings. Schulte, for example, is convinced that the pacemakers he sells are the best there are. When this belief is coupled with a genuine concern for the welfare of the customer—a concern that most salespeople share—society can’t lose.

Most marketing majors begin their career in sales. While a growing number of universities are offering a major in sales, the demand for professional salespeople often outstrips supply, creating opportunities for marketing majors. Sales is a great place to start a career not only because the earnings are at the top of any business major but because sales is the only place to really learn what is happening in the market.

Creating Value

Consider the following situations:

  • At the beginning of the chapter, we described a real-life situation—a cardiac surgeon with a high-risk patient is wondering what to do. The physician calls Ted Schulte at Guidant to get his input on how to handle the situation. Schulte recommends the appropriate pacemaker and offers to drive one hundred miles early in the morning in order to be able to answer any questions that might arise during the surgery.
  • A food wholesaler is working overtime to prepare invoices. Unfortunately, one out of five has a mistake. The result is that customers don’t get their invoices in a timely fashion, so they don’t pay quickly and don’t pay the correct amounts. Consequently, the company has to borrow money fulfill its payroll obligations. Jay King, a salesperson from DG Vault, recommends the wholesaler purchase an electronic invoicing system. The wholesaler does. Subsequently, it takes the wholesaler just days to get invoices ready, instead of weeks. And instead of the invoices being only 80 percent accurate, they are close to being 100 percent accurate. The wholesaler no longer has trouble meeting its payroll because customers are paying more quickly.
  • Sanderson Farms, a chicken processor, wants to build a new plant near Waco, Texas. The chambers of commerce for several towns in the area vie for the project. The chamber representative from Waco, though, locates an enterprise zone that reduces the company’s taxes for a period of time, and then works with a local banker to get the company better financing. In addition, the rep gets a local technical college involved so Sanderson will have enough trained employees. These factors create a unique package that sells the company on setting up shop in Waco.

All these are true stories of how salespeople create value by understanding the needs of their customers and then create solutions to meet those needs. Salespeople can adapt the offering, such as in the Sanderson Farms example, or they can adapt how they present the offering so that it is easier for the client to understand and make the right decision.

Adapting a message or product on the fly isn’t something that can be easily accomplished with other types of marketing communication. Granted, some Web sites are designed to adapt the information and products they display based on what a customer appears to be interested in while he or she is looking at the sites. But unless the site has a “chat with a representative” feature, there is no real dialogue occurring. The ability to engage in dialogue helps salespeople better understand their customers and their needs and then create valuable solutions for them.

Note also that creating value means making sales. Salespeople sell—that’s the bulk of the value they deliver to their employers. There are other ways in which they deliver value, but it is how much they sell that determines most of the value they deliver to their companies.

Salespeople aren’t appropriate channels for companies in all situations, however. Some purchases don’t require the salesperson’s expertise. Or the need to sell at a very low cost may make retail stores or online selling more attractive. But in situations requiring adaptation, customer education, and other value-adding activities, salespeople can be the best channel to reach customers.

Managing Relationships

Because their time is limited, sales representatives have to decide which accounts they have the best shot at winning and which are the most lucrative. Once a salesperson has decided to pursue an account, a strategy is devised and implemented, and if a sale happens, the salesperson is also responsible for ensuring that the offering is implemented properly and to the customer’s satisfaction.

We’ve already emphasized the notion of “customers for life” in this book. Salespeople recognize that business is not about making friends, but about making and retaining customers. Although buyers tend to purchase products from salespeople they like, being liked is not enough. Salespeople have to ensure that they close the deal with the customer. They also have to recognize that the goal is not to just close one deal, but as many deals as possible in the future.

Gathering Information

Salespeople are boundary spanners, in that they operate outside the boundaries of the firm and in the field. As such, they are the first to learn about what competitors are doing. An important function for them, then, is to report back to headquarters about their competitors’ new offerings and strategies.

Similarly, salespeople interact directly with customers and, in so doing, gather a great deal of useful information about their needs. The salespeople then pass the information along to their firms, which use it to create new offerings, adjust their current offerings, and reformulate their marketing tactics. The trick is getting the information to the right decision makers in firms. Many companies use customer relationship management (CRM) software like Netsuite or Salesforce.com to provide a mechanism for salespeople to enter customer data and others to retrieve it. A company’s marketing department, for example, can then use that data to pinpoint segments of customers with which to communicate directly. In addition to using the data to improve and create and marketing strategies, the information can also help marketing decision makers understand who makes buying decisions, resulting in such decisions as targeting trade shows where potential buyers are likely to be. In other words, marketing managers don’t have to ask salespeople directly what customers want; they can pull that information from a customer database. (For an online demonstration of Aplicor, visit http://www.aplicor.com/product_tour.php.)

Figure 13.1

Aplicor website screen shot

Aplicor is a computer software program that enables salespeople to capture and track information on their accounts. This information can then be used by marketing mangers to design better marketing strategies and offerings. The system also helps salespeople manage their accounts better, because they have access to more customer information.

http://www.aplicor.com/.

Types of Sales Positions

There are different ways to categorize salespeople. They can be categorized by the customers they work with, such as whether they are consumers, other businesses, or government institutions. Another way to categorize salespeople is by the size of their customers. Most professional sales positions involve selling to other businesses, but many also sell to consumers like you. For the purposes of this book, we will categorize salespeople by their activities. Using activities as a basis, there are four basic types of salespeople: missionary salespeople, trade salespeople, prospectors, and account managers. In some discussions, you’ll hear that there are three types: order getters, order takers, and sales support. The four we describe in the following are all types of order getters; that is, they actively seek to make sales by calling on customers. We’ll also discuss order takers and sales support after we discuss the four types of order getters.

Missionary Salespeople

A missionary salesperson calls on people who make decisions about products but don’t actually buy them, and while they call on individuals, the relationship is business-to-business. For example, a pharmaceutical representative might call on a physician to provide the doctor with clinical information about a medication’s effectiveness. The salesperson hopes the doctor will prescribe the drug. Patients, not doctors, actually purchase the medication. Similarly, salespeople call on your professors urging them to use certain textbooks. But you, the student, choose whether or not to actually buy the books.

There are salespeople who also work with “market influencers.” Mary Gros works at Teradata, a company that develops data warehousing solutions. Gros calls on college faculty who have the power to influence decision makers when it comes to the data warehouses they use, either by consulting for them, writing research papers about data warehousing products, or offering opinions to students on the software. In an effort to influence what they write about Teradata’s offerings, Gros also visits with analysts who write reviews of products.

Trade Salespeople

A trade salesperson is someone who calls on retailers and helps them display, advertise, and sell products to consumers. Eddy Patterson is a trade salesperson. Patterson calls on major supermarket chains like HEB for Stubb’s Bar-B-Q, a company that makes barbecue sauces, rubs, marinades, and other barbecuing products. Patterson makes suggestions about how Stubb’s products should be priced and where they should be placed in store so they will sell faster. Patterson also works with his clients’ advertising departments in order to create effective ads and fliers featuring Stubb’s products.

Prospectors

A prospector is a salesperson whose primary function is to find prospects, or potential customers. The potential customers have a need, but for any number of reasons, they are not actively looking for products to meet those needs—perhaps because they lack information about where to look for them or simply haven’t had the time to do so. Prospectors often knock on a lot of doors and make a lot of phone calls, which is called cold calling because they do not know the potential accounts and are therefore talking to them “cold.” Their primary job is to sell, but the activity that drives their success is prospecting. Many salespeople who sell to consumers would be considered prospectors, including salespeople such as insurance or financial services salespeople, or cosmetic salespeople such as those working for Avon or Mary Kay.

In some B2B situations, the prospector finds a prospect and then turns it over to another salesperson to close the deal. Or the prospector may take the prospect all the way through the sales process and close the sale. The primary responsibility is to make sales, but the activity that drives the salesperson’s success is prospecting.

Account Managers

Account managers are responsible for ongoing business with a customer who uses a product. A new customer may be found by a prospector and then turned over to an account manager, or new accounts may be so rare that the account manager is directly responsible for identifying and closing them. For example, if you sold beds to hospitals, new hospital organizations are rare. A new hospital may be built, but chances are good that it is replacing an existing hospital or is part of an existing hospital chain, so the account would already have coverage.

Taylor Bergstrom, a Baylor University graduate, began his career as a sales representative prospecting for the Texas Rangers baseball team. Bergstrom spent a lot of time calling people who had purchased single game tickets in an effort to sell them fifteen-game packages or other special-ticket packages. Today, Bergstrom is an account manager for the club. He works with season ticket holders to ensure that they have a great experience over the course of a season, regardless of whether the Rangers win or lose. His sales goals include upgrading season ticket holders to more expensive seats, identifying referral opportunities for new season-ticket sales, and selling special-event packages, such as party packages to box-seat holders. While most account managers sell to businesses, some, like Bergstrom, sell to individual consumers.

Account managers also have to identify lead users (people or organizations likely to use new, cutting-edge products) and build relationships with them. (Recall that we discussed lead users in Chapter 6 “Creating Offerings”.) Lead users are in a good position to help improve a company’s offerings or develop new ones. Account managers work closely with these lead users and build relationships across both their companies so that the two organizations can innovate together.

Other Types of Sales Positions

Earlier, we stated that there are also order takers and sales support. These other types of salespeople do not actively solicit business. Order takers, though, do close sales while sales support do not. Order takers include retail sales clerks and salespeople for distributors of products, like plumbing supplies or electrical products, who sell to plumbers and electricians. Other order takers may work in a call center, taking customer sales calls over the phone or Internet when customers initiate contact. Such salespeople carry sales quotas and are expected to hit those sales numbers.

Sales support work with salespeople to help make a sale and to take care of the customer after the sale. At ResearchNow, a marketing research company headquartered in Dallas, sales support help salespeople price projects and prepare bids. At Oracle, an information systems provider, sales support assist by engineering solutions and, like at ResearchNow, pricing offerings and preparing proposals. At ResearchNow, the sales support staff also helps deliver the project, whereas at Oracle, another team takes over when the sale is made.

Key Takeaway

Salespeople act as representatives for other people, including employees who work in other parts of their companies. Salespeople create value for their customers, manage relationships, and gather information for their firms. There are four types of salespeople: missionary salespeople, trade salespeople, prospectors, and account managers.

Review Questions

  1. Salespeople play three primary roles. What are they?
  2. Salespeople create value in what two ways?
  3. How does each type of salesperson create value?

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We inspire the people who power your business.

No matter who you are and what you sell, the success of your business relies on your ability to engage with two critically important groups – the people who buy from you and the people who work for you. At Fulcrum, we create truly personalised incentive programmes that have the power to energize your business. Each Fulcrum initiative is designed around the specific interests and aspirations of your customers and your people. We engage and inspire the people that matter – the people who power your business.

Our Values
Client- centricity and the provision of quality service are key values. Providing a developmental and supportive marketing environment for our staff and recognising the importance of our suppliers are integral to our business ethic. Openness, honesty, transparency and a commitment to our community underpin everything we do.

Our Team
The heart and soul of what has made us so successful is our staff. It is their passion, commitment to quality and positive, can-do attitude that delivers outstanding performance to our clients and reinforces our reputation for service excellence.
From selection & recruitment through to training & development, we continually invest in our staff to ensure we have the right people, with the right skills to make sure that the job gets done right, first time.

Quality
Fulcrum has always aimed to be quality leaders in our industry. An impressive array of accreditations, for Quality, Environment, Security and Staff development are simply the kite-marks that demonstrate our core values in this respect.

Fulcrum Agencies
Over the years we have worked with agencies of all sizes and styles. We understand the hectic world of marketing and advertising and we have developed services specifically designed to adapt to short lead-times, changing needs, last minute requests and the occasional ‘sprint finish’.

Retail
With a long-history of providing services to retailers, whether major chains or small specialist outlets, it was a very easy step for us to adapt that to the on-line world. These days we can handle high-volume fulfilment for direct-to consumer on-line web-orders as we can easily provide retail replenishment and store refurbishment.

8 Event & Meeting Rules From Marketing Pro David Rich

1. Enroll all stakeholders early in your planning process. Develop your strategy in collaboration with all stakeholders right from the start and before you get into design and activation mode. In events, ideas seem to pop up all along the way towards execution. There’s no hope of staying on target without full agreement to the strategy because otherwise, there’s no way to evaluate the ideas that arise. Consequently, decisions will be made by executive privilege, not strategic fit. People take apart things created by others and protect what they’ve had a role in creating.

2. Clarify objectives and goals. If you don’t know why you are doing an experience marketing campaign or an event, why do it? Write out your objectives and express them with numerical goals so you will know what success looks like. Not knowing what success looks like to all stakeholders is a recipe for failure.

3. Develop not just a strategy, but a power strategy. There are lots of ways to achieve a goal, but developing a statement of how you will achieve your aim with the greatest amount of power at the lowest possible cost means you will hit the twin targets of efficacy and efficiency. Hitting them makes you a hero. Getting a lot done at too high a cost invites discussion of how the money might have been better spent. Getting nothing done at low cost is an invitation to find a new job.

4. Align all creative decisions to strategy. Think of experiences and events as millions of details taking place over thousands of seconds, all of which are either opportunities to stay on target or to stray off strategy. A well-developed strategy without a sound creative plan that brings it to life yields a failed event. So evaluate every detail of your creative plan in the development phase against the strategy before approving it. If any detail isn’t tightly aligned, kill it before it has the chance to kill your event.

5. Design to the culture and needs of the audience. Think of yourself as a bridge builder, building a connection between organizational objectives/goals and audience needs. What does your audience need in the way of an experience to be motivated and enabled to act on your objectives? Run a focus group work session, or if you can’t, put yourself in the shoes of your audience when developing creative ideas. Aim to give them an experience that will help them see themselves as potentially bigger heroes in their own stories—if they heed your call to action. If you do that successfully, they will move mountains for you.

6. Focus on interaction design first, environment design second. Sure the environment is important, but since “for every action there is a reaction,” the design process has to start not with what the experience will look like, but what will the action be like. That’s the center point. Let that drive your process, and the look, feel, sound, pace, taste, etc. will naturally follow.

7. Measure the outcome. How else are you going to know how well you have done? This is different than measuring the output. Satisfaction of the attendees is measuring the output; they either liked or didn’t like the event. You need to know that—but more importantly, you need to know whether the experience moved the audience to the perception or action that satisfies your objectives and goals.

8. Sell your results back to your stakeholders. Create a presentation that starts with the success results, and then remind them at the end that this all happened because of three things they enabled: clear objectives and goals, a powerful strategy, and fidelity to that strategy in creative development and execution. This will build the right habits with your group of stakeholders for future endeavors. If you’ve approached executing these rules with the right amount of diplomacy, you’ll be in high demand.

 

 

 

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Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, house2house marketing Career | modern trade marketing Solutions in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

Geometry Global-Encompass Network launches new study R-Scape

The marketer who has been grappling in trying to understand who and what the rural consumer is all about may just have some help coming from the recently launched study ‘R|Scape’ that hopes to understand the elusive and yet the ubiquitous rural consumer and his behaviour. The study has been jointly undertaken and launched by Geometry Global- Encompass Network along with IIM-Ahmedabad, MaRs and Decision Point. While MaRS Monitoring and Research Systems is a full service research agency set up by former CEO of MARG Raghu Roy, Decision Point is a specialized consumer and retail analytics firm based in Gurgaon and founded by Ravi Shankar.

The ambitious research-study covers 6,000 rural consumers (near equal split of married men, married women, young men, young women), eight states (representative of all regions across India) and over 20 popular categories (deodorant, shampoo, hair oil, lipstick, toothpaste, talcum powder, shaving cream, after-shave lotion, cooking oil, toilet soap, fairness cream, detergent, utensil cleaner, floor cleaner, biscuit, tomato sauce, butter, jam, breakfast cereal, branded atta, shoe, denim, candy, seed, pesticide, banking, life insurance, mutual fund).

According to Rahul Saigal, Group COO, Geometry Global Encompass Network, “While everyone knows that rural consumers need to be treated or targeted differently, yet nobody’s doing much about it. Also, the smartphone phone penetration is reaching threshold levels and could become a potentially strong medium to serve personalised content.”

The study is relevant in the backdrop of the evolving rural consumer whose behaviour has been changing dramatically in the last few years thus underlying the need for him to be better understood by the marketer, media planner and the advertiser. The study hopes to help marketers transition smoothly from market to message and media as also help assess the differences between the rural and the urban consumer so that the brand positioning and advertising can be crafted accordingly and suitably.

Some of the top findings from the study include:

1) The rural consumer segmentation needs to be a function of adherence to village norms and urban centricity.

2) By-and-large, rural consumers are exhibiting lack of brand fidelity attitudinally as well as behaviorally.

3) Adherence to village social norms has created strong differentiation among rural married women.

4) Reasons for adoption and consumption of categories are very different for rural and urban consumers. Hence, the same brand positioning or advertising does not work across both markets.

5) Rural markets are not homogenous. Reasons to buy and consume categories are often starkly different for consumers from different regions.

 

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retail Store Marketing Solutions in mumbai

MARKETING, ADVERTISING, BRANDING, & DESIGN FIRM

The Fulcrum Agency is the Mumbai marketing company and retail Store Marketing Solutions in mumbai  advertising agency that businesses turn to because we transform businesses into brands. With over 12 years of experience, we help business owners like you with branding, marketing, advertising, and complete creative solutions. Our Marketing Services Mumbai As a Mumbai marketing and advertising firm, we have an incredible list of services that allows us to tackle any marketing or advertising challenge that comes our way.

MARKETING

Let’s help you get the most out of your marketing with strategies and solutions that make sense for your budget and business. Learn more…

ADVERTISING

Advertising needs two things: great creative, great choices and great management of your media spend. Let’s show you how we can do both. Learn more..

BRANDING

You’re nothing without a strong brand. We’ve been building great brand for over 12 years. Let’s show you how we can build yours. Learn more..

DESIGN

Design is critical to the success of any marketing or advertising campaign. Our amazing team of Mumbai graphic designers will blow you away! Learn more…

COPY-WRITING

Copy-writing is how your communicate your brand and message to the world. Our wordsmiths will give voice to your company. Learn more…

PR

Public Relations is the art of getting the media to talk about you. Our PR team is great at getting the kind of media attention that will do wonders for your business. Learn more…

SOCIAL MEDIA

Social media marketing is more than just likes and followers. It’s about starting a conversation with your customers and building a relationship with them. Learn more.. CALL CENTRE Call centre services are an excellent way and affordable to grow your business. Our call centre is located in Mumbai to maximize your potential for success. Learn more…

retail Store Marketing Solutions in mumbai

Businesses are focusing on social innovation – for good

[siteorigin_widget class="SiteOrigin_Widget_Headline_Widget"][/siteorigin_widget]

1. Show not tell

People are less brand-loyal and companies need to focus on their purpose. In the wake of economic recession and lost trust in big business, it’s the “why” that matters. Back in 2012 P&G’s former global marketing officer Jim Stengel published Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies. His 10-year study conducted with WPP’s Millward Brown Optimor across 50,000 brands proved a direct correlation between brand purpose and financial performance.

2. Coherence and consistency across decision-making

Take Nestlé: its 2014 Creating Shared Value report underlines a belief that for a company to prosper long-term and create value for shareholders, it must create value for society at the same time.

In 2014, Nestlé retained equal lead ranking in Oxfam’s Behind the Brands scorecard with Unilever and was placed second in its industry globally by The Dow Jones sustainability indices. It also remains in FTSE4Good, which measures the performance of companies that meet globally-recognised corporate responsibility standards.

3. Power to the people

Help people to get by and they will survive, make them part of a joint future and they produce and thrive.

Coca-Cola’s Rain for Sale campaign shed light on the lack of clean drinking water in Lloró, Colombia. People were encouraged to collect rainwater in Coca-Cola glass bottles and sell to affluent company CEOs. As a result a water treatment plant was built in town.

Another great example, from the Fortune list: Cisco has pioneered an outsourcing collaboration between its Israel office and Palestinians with tech skills. It’s helped the West Bank’s IT outsourcing sector to grow 64% between 2010 to 2014 and has helped build the local economy.

4. Shared value is not a band-aid

It’s not a quick fix. Dove’s Campaign for Real Beauty, now 11-years-old, recently extended its aim to create a world where beauty is about confidence, not anxiety with Ad Makeover, using an app that outbids ads with negative keywords, ensuring that space would be won by messages that make women feel beautiful instead.

What’s more, companies are powering through even where there may be financial impact. In May, Emirates SkyCargo – in a move to protect wildlife – banned loading hunting trophies of lions, rhinos, elephants and tigers.

5. New technologies can accelerate the force for good

It’s well known that traditional diabetes treatments need patients to stick to a regime of medication and monitoring, demanding strict discipline and regular visits to the doctors.

Vodafone has created the technology to help launch the world’s first remote wireless glucometer, allowing people to proactively monitor their blood sugar levels.

In-shop Branding, retail Store Marketing Solutions, retail Store Marketing Solutions, retail Store Marketing Solutions in pune, retail Store Advertisement, Rural Promotions sales, Rural selling, , Colleges engagement promotion, society engagement promotion, Kiosk engagement promotion, retail Store Marketing Solutions in mumbai

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retail Store Marketing Solutions in navi mumbai

Becoming Marketing Active: The Fulcrum Guide to Getting Started with Business Marketing –  In the first part of our guide to becoming marketing active retail Store Marketing Solutions in navi mumbai, we looked at some of the reasons that drive a business to start marketing (if you missed part one, check it out here). But once you’ve made the decision to embark on a marketing strategy for your business, what next? Where do you start and what steps should you take to ensure a smooth and successful process? As is so often the case in business (and life!), preparation is key. So before rushing into any kind of marketing, it’s important to take the time to plan, research and strategise for success. In order to create an effective marketing strategy, you need to develop a thorough understanding of your market, your competitors and your business itself. This means getting back to basics and equipping yourself with all the information you need to identify marketing activities that work for your brand. 1) Research your target market How much do you know about the target audience of your product or service? We’re not just talking about age, sex or occupation (though, of course, you need to know these too). To have the best chance of reaching your target market, you need to dig deeper and find out exactly what drives them towards purchase. What kind of triggers are they most likely to respond to? Which elements of the marketing mix have the most impact on them? How will your product or service benefit them? Understanding these aspects of your target audience will enable you to position and market your brand accordingly, so comprehensive market research is essential. It’s often easier (and more cost-effective) to outsource this type of research to a professional agency who will be better placed to obtain the information you need. 2) Analyse your competition In order to stay ahead of your competitors, you need to know who they are, what they’re doing and how they’re doing it. Once you’ve identified who your key business competitors are, look into the marketing methods they’re using and the way in which they have positioned their brand. What channels and platforms have they chosen to market their business? How are they promoting their brand and its products/services? Consider which elements are crucial to your own business and how you can position your brand in order to get ahead. 3) Define your objectives What do you want to achieve from your marketing activity? Whether it’s to increase your revenue, establish your business in a new market segment or improve brand awareness, setting clear, measurable marketing objectives is vital in understanding what steps need to be taken in order to achieve these goals. Make sure that each identified objective is specific (how much do you want to increase revenue by?), achievable (is it realistic?) and has a timeframe for accomplishment (are you aiming to achieve this goal in three months or a year?). You also need to make sure that your marketing objectives tie in with your overall business objectives. 4) Understand your business You may think you have a pretty good understanding of your business, but it’s surprising what insights can be achieved when you conduct a thorough SWOT analysis (strengths, weaknesses, opportunities, threats). Be rigorous, be meticulous, and above all be brutally honest. Is a lack of staff training letting your business down? Are your prices too high to compete in today’s market? Arming yourself with this knowledge is invaluable in developing a marketing strategy that leverages your company’s strengths and addresses those areas which need to be improved. In the next instalment of the Fulcrum guide to becoming marketing active, we’ll be looking at the raft of marketing channels available and helping you to identify which ones are best for your business. If you have something to share on this topic, why not get in touch? Leave your comments below…  

retail Store Marketing Solutions in navi mumbai

Businesses are focusing on social innovation – for good

[siteorigin_widget class="SiteOrigin_Widget_Headline_Widget"][/siteorigin_widget]

1. Show not tell

People are less brand-loyal and companies need to focus on their purpose. In the wake of economic recession and lost trust in big business, it’s the “why” that matters. Back in 2012 P&G’s former global marketing officer Jim Stengel published Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies. His 10-year study conducted with WPP’s Millward Brown Optimor across 50,000 brands proved a direct correlation between brand purpose and financial performance.

2. Coherence and consistency across decision-making

Take Nestlé: its 2014 Creating Shared Value report underlines a belief that for a company to prosper long-term and create value for shareholders, it must create value for society at the same time.

In 2014, Nestlé retained equal lead ranking in Oxfam’s Behind the Brands scorecard with Unilever and was placed second in its industry globally by The Dow Jones sustainability indices. It also remains in FTSE4Good, which measures the performance of companies that meet globally-recognised corporate responsibility standards.

3. Power to the people

Help people to get by and they will survive, make them part of a joint future and they produce and thrive.

Coca-Cola’s Rain for Sale campaign shed light on the lack of clean drinking water in Lloró, Colombia. People were encouraged to collect rainwater in Coca-Cola glass bottles and sell to affluent company CEOs. As a result a water treatment plant was built in town.

Another great example, from the Fortune list: Cisco has pioneered an outsourcing collaboration between its Israel office and Palestinians with tech skills. It’s helped the West Bank’s IT outsourcing sector to grow 64% between 2010 to 2014 and has helped build the local economy.

4. Shared value is not a band-aid

It’s not a quick fix. Dove’s Campaign for Real Beauty, now 11-years-old, recently extended its aim to create a world where beauty is about confidence, not anxiety with Ad Makeover, using an app that outbids ads with negative keywords, ensuring that space would be won by messages that make women feel beautiful instead.

What’s more, companies are powering through even where there may be financial impact. In May, Emirates SkyCargo – in a move to protect wildlife – banned loading hunting trophies of lions, rhinos, elephants and tigers.

5. New technologies can accelerate the force for good

It’s well known that traditional diabetes treatments need patients to stick to a regime of medication and monitoring, demanding strict discipline and regular visits to the doctors.

Vodafone has created the technology to help launch the world’s first remote wireless glucometer, allowing people to proactively monitor their blood sugar levels.

 

In-shop Branding, retail Store Marketing Solutions, retail Store Marketing Solutions, retail Store Marketing Solutions in pune, retail Store Advertisement, Rural Promotions sales, Rural selling, , Colleges engagement promotion, society engagement promotion, Kiosk engagement promotion, retail Store Marketing Solutions in navi mumbai

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retail Store Marketing Solutions in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, retail Store Marketing Solutions in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives. For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.

Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.

Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty. An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI. For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers. “The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product.  demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as  offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future. Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences. In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.

retail Store Marketing Solutions in pune

Businesses are focusing on social innovation – for good

[siteorigin_widget class="SiteOrigin_Widget_Headline_Widget"][/siteorigin_widget]

1. Show not tell

People are less brand-loyal and companies need to focus on their purpose. In the wake of economic recession and lost trust in big business, it’s the “why” that matters. Back in 2012 P&G’s former global marketing officer Jim Stengel published Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies. His 10-year study conducted with WPP’s Millward Brown Optimor across 50,000 brands proved a direct correlation between brand purpose and financial performance.

2. Coherence and consistency across decision-making

Take Nestlé: its 2014 Creating Shared Value report underlines a belief that for a company to prosper long-term and create value for shareholders, it must create value for society at the same time.

In 2014, Nestlé retained equal lead ranking in Oxfam’s Behind the Brands scorecard with Unilever and was placed second in its industry globally by The Dow Jones sustainability indices. It also remains in FTSE4Good, which measures the performance of companies that meet globally-recognised corporate responsibility standards.

3. Power to the people

Help people to get by and they will survive, make them part of a joint future and they produce and thrive.

Coca-Cola’s Rain for Sale campaign shed light on the lack of clean drinking water in Lloró, Colombia. People were encouraged to collect rainwater in Coca-Cola glass bottles and sell to affluent company CEOs. As a result a water treatment plant was built in town.

Another great example, from the Fortune list: Cisco has pioneered an outsourcing collaboration between its Israel office and Palestinians with tech skills. It’s helped the West Bank’s IT outsourcing sector to grow 64% between 2010 to 2014 and has helped build the local economy.

4. Shared value is not a band-aid

It’s not a quick fix. Dove’s Campaign for Real Beauty, now 11-years-old, recently extended its aim to create a world where beauty is about confidence, not anxiety with Ad Makeover, using an app that outbids ads with negative keywords, ensuring that space would be won by messages that make women feel beautiful instead.

What’s more, companies are powering through even where there may be financial impact. In May, Emirates SkyCargo – in a move to protect wildlife – banned loading hunting trophies of lions, rhinos, elephants and tigers.

5. New technologies can accelerate the force for good

It’s well known that traditional diabetes treatments need patients to stick to a regime of medication and monitoring, demanding strict discipline and regular visits to the doctors.

Vodafone has created the technology to help launch the world’s first remote wireless glucometer, allowing people to proactively monitor their blood sugar levels.

In-shop Branding, retail Store Marketing Solutions, retail Store Marketing Solutions in pune, retail Store Advertisement, Rural Promotions sales, Rural selling, , Colleges engagement promotion, society engagement promotion, Kiosk engagement promotion

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