Commercial Objectives

• Focused on market and sales activities

• Aimed at how the company interacts with the market, its customers, and competitors

Purpose: Enhance competitive position, market share, and customer relationships.

Key Characteristics

• Timeframe: Short to medium term (1–3 years).

• Customer & Market Focus: Attracting, retaining, and satisfying customers.

• Measurable Goals: Progress tracked using clear, quantifiable indicators.

• Market Performance: Improve competitiveness and adapt to market changes.

• Customer Loyalty: Use campaigns to attract and retain customers.

• Flexibility: Respond quickly to problems and shifting market conditions.

Market Segmentation

• Definition: Dividing the market into smaller, homogeneous segments with similar needs, characteristics, and behaviors.

• Purpose: Design targeted marketing strategies tailored to each segment for greater effectiveness.

Marketing Mix (4Ps)

• Definition: Tactical tools—Product, Price, Place, Promotion—used to influence the target market.

• Benefits:

  • Improves customer satisfaction.

  • Enhances competitiveness and flexibility.

  • Increases sales and customer loyalty.

Product Innovation

• Definition: Developing and launching new products to meet customer needs and desires.

• Purpose:

  • New technologies.

  • Open new markets.

  • Sustain competitiveness and long-term growth.

Customer Loyalty

• Definition: Building long-term relationships with customers through loyalty programs and excellent service.

• Benefits:

  • Ensures repeat business.

  • Encourages customers to keep choosing the company.

  • Supports sustainable growth and a solid customer base

Objectives of Market Segmentation

• Understand Customer Preferences: Identify needs, desires, behaviors, and characteristics.

• Customize Strategies: Tailor marketing to improve campaign effectiveness.

• Improve Customer Satisfaction: Offer products/services that meet the specific needs of each segment.

• Optimize Resources: Focus on profitable segments to improve efficiency and reduce costs.

• Identify New Opportunities: Discover underserved or poorly served niches for new business potential.

Segmentation Criteria (From Marketing)

1. Demographic: Age, gender, income, education.

2. Geographic: Region, climate, population density.

3. Psychographic: Lifestyle, values, beliefs.

4. Behavioral: Benefits sought, usage rate, loyalty.

Segmentation Procedure

1. Define the Target Market: Identify the overall market you want to serve.

2. Identify Segmentation Bases: Choose the criteria (demographic, geographic, psychographic, behavioral) for segmenting the market.

3. Develop Segment Profiles: Describe each segment by its characteristics and needs.

4. Evaluate Segment Attractiveness: Analyze size, growth, profitability, and accessibility.

5. Select Target Segments: Choose the segments that can be served effectively and profitably.

6. Develop Segment-Specific Strategies: Create tailored strategies for product, price, promotion, and distribution.

7. Implement & Monitor: Execute strategies and monitor performance, adjusting as needed.

Product: Any good or service that a company offers to its customers. It must satisfy the needs and desires of the target market

• Quality: Must align with customer expectations and the brand's positioning

• Features: Additional features can differentiate the product

  • Expamle: In a hotel, offering free Wi-Fi, a gym, a spa, etc.

• Design and style: Of the product, packaging, and presentation influence the customer's perception (Wahrnehmung)

• Brand:Represents the product's identity (can generate loyalty and recognition)

• After-sales services: Warranty (Garantie), technical support, and customer service

• Product variety: Range of products can attract different customers.

  • Example: In a hotel, offering different types of rooms.

Price: Amount of money customers must pay for the product. Strategy should consider customer perception of value, costs, and competitors' prices.

• Pricing strategy:

  • Penetration: Low prices to gain market shares

  • Skimming: High prices to maximize profits from segments willing to pay more

  • Competitive: adjust prices according to competitors

• Discount and offers: Volume discounts, seasonal promotions, or special rates for certain segments

  • Example, lower prices during the off-season at a hotel).

Payment Policies: Flexible payment options, installment payments or financing.

Perception of value: Align the price with the perceived value of the product. Project a good quality-price ratio.

Costs: Ensure that the price covers costs and generates an acceptable profit margin.

Place (Distribution): How the product is made available to the customer. Includes the selection of distribution channels and logistics management

• Distribution channels: Choose between direct distribution (direct sales) or indirect distribution (travel agent)

• Marekt coverage: Decide the scope of distribution:

  • Intensive: available in many places

  • Selective: available in selected places

  • Exclusive available in few places

• Physical location: Location of physical facilities (Location of a hotel, is crucial to attracting the target market)

• Logistics and transport: Efficient supply chain management to ensure that products reach customers on time

• Storage: Properly manage inventory and warehouses to meet demand without incurring excessive costs

Promotion: Activities that communicate the characteristics and benefits of the product to the target market to influence their purchasing decisions

• Advertising: Use of paid media to communicate the product; TV, radio, press, networks, etc.

• Sales promotion: Ways to encourage purchasing; discounts, coupons, and free samples.

• Public relations: Management of the company's image and communication with the public through events, press releases, and crisis management.

• Digital marketing: Online strategies, including SEO, SEM, social media marketing, etc

• Personal selling: Direct interactions between sales staff and customers, Thermomix, Avo

• Direct marketing: Direct communication with customers, such as direct mail, email marketing

• Intefrated promotions: Combine multiple promotional tools to create marketing campaigns.

Procedure for Product Development

1. Identification of Opportunities

   • Goal: Observe (beobachten) the market, analyze trends, and gather customer feedback.

   • Methods: Market analysis, studying technology trends, customer research.

2. Generation of Ideas

   • Goal: Create a wide range of product ideas.

   • Methods: Brainstorming, mind mapping, and crowdsourcing.

3. Evaluation and Selection of Ideas

   • Goal: Evaluate and select the best ideas for development.

   • Criteria:

     • Technical feasibility

     • Economic viability

     • Market fit

     • Strategic compatibility

4. Concept Development

   • Goal: Develop selected ideas into more detailed product concepts.

   • Focus: Define product features, design, and value proposition.

5. Development and Prototype

   • Goal: Create functional prototypes and identify any issues before mass production.

   • Focus: Detailed design, prototype building, testing, and reviewing.

6. Market Testing

   • Goal: Conduct tests in controlled environments to evaluate acceptance and performance.

   • Methods: Pilot tests, focus groups, and beta testing.

7. Product Launch

   • Goal: Finalize the product and prepare for large-scale production.

   • Actions: Production, marketing, distribution, and sales training.

8. Measurement, Analysis, and Continuous Improvement

   • Goal: Continuously analyze and improve the product throughout its market life.

   • Methods: Customer feedback, sales analysis, and updates or improvements.

1. Understanding the Customer

   • Goal: Retain customers by understanding their needs, desires, and behaviors.

   • Methods: Market research, data analysis, and market segmentation.

   Value Creation

   • Goal: Offer superior value to encourage customers to keep choosing the brand.

   • Focus: Product quality, innovation, and customer experience.

   Loyalty Programs

   • Goal: Encourage repeat purchases and increase customer loyalty.

   • Examples:

     • Points programs

     • Membership programs

     • Referral rewards

     • Exclusive offers

   Personalized Communication

   • Goal: Make customers feel valued and understood.

   • Methods:

     • Email marketing

     • Social media marketing

     • Direct messaging

   Customer Service

   • Goal: Convert (Verwandel) satisfied customers into loyal customers.

   • Focus:

     • Staff training

     • Quick problem resolution

     • Continuous feedback

   Rewards and Recognition

   • Goal: Strengthen relationships and increase retention by recognizing and rewarding loyal customers.

   • Examples:

     • Discounts and special offers

     • VIP programs

     • Public recognition

   Measurement and Analysis

   • Goal: Analyze the effectiveness of loyalty strategies and continuously improve them.

   • Metrics:

     • Customer retention rate

     • Repeat customer rate

     • Customer satisfaction

     • Net Promoter Score (NPS)