Commercial Objectives

Focused on market and sales activities

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

Seek (sucht) to improve its competitive position, market share, and relationships with customers.

Key Characteristics

• Short to Medium Term: Goals typically span 1 to 3 years.

• Focused on customers and markets: Prioritize attracting, retaining, and satisfying customers.

• Measurable and Quantifiable: Enable evaluation of progress through clear indicators.

• Improve Market Performance: Enhance competitiveness in the market.

• Customer attraction and retention: Develop loyalty campaigns to secure new and existing customers.

• Adaptability and Quick Response: Provide quick solutions to emerging problems and to the changing conditions of the markets.

Market Segmentation:

• Process of a company to Divide the market into specific segments and design targeted strategies

• Smaller, homogeneous segments with similar needs, characteristics and behaviors

• To design and execute (ausführen) more effective marketing strategies, specifically tailored to each customer segment

Marketing Mix (4Ps):

• Set of tactical tools to produce a desired response in its target marke

  • Product, price, place, and promotion to better meet the needs of the target market

• Improve customer satisfaction, Competitive advantage, flexibility and increase in sales and customer loyalty

Product Innovation:

• Develop and launch new products that meet the needs and desires of the customer

• Take advantage of new technology, open new markets and sustain growth

• Is necessary to maintain competitiveness and ensure the long-term growth of a company

Customer Loyalty:

• Implement loyalty programs and offer excellent customer service to maintain and build longlasting relationships with existing customers

• To ensure repeat business and sustainable growth.

• To encour them to continue choosing the company's products or services

• Necessary for companies that wish to maintain a solid customer base and ensure sustainable growth

• Objectives:

  • Idnetify and understand customer preferences (needs, desire, characteristics, bahvior)

  • Design customized marketing strategies to increase the effectiveness of your campaigns

  • Improve customer satisfaction since offers satisy hre specific needs of ech segement

  • Optimize the use of resources by focus on the most profitable segments, improving efficiency and reducing costs

  • Identify new market opportunities: By analyzing different segments and companies can discover underserved or poorly served market niches, opening up new business opportunities.

• Segmentation Criteria:

  • Demographic: Age, gender, income, education.

  • Geographic: Region, climate, population density.

  • Psychographic: Lifestyle, values, beliefs.

  • Behavioral: Benefits sought, usage rate, loyalty.

• Procedure:

  1. Define the target market: Identify the general market you wish to serve.

  2. Identify the bases of segmentation: Select the criteria that will be used to segment the market

     (demographic, geographic, psychographic, behavioral).

  3. Develop segment profiles: Describe each segment in terms of its characteristics and needs.

  4. Evaluate the attractiveness of each segment: Analyze the size, growth, profitability, and accessibility of

     each segment.

  5. Selecting target segments: Choose the segments that the company can serve effectively and profitably.

  6. Develop marketing strategies for each segment: Design product, price, promotion, and distribution

     strategies specific to each segment.

  7. Implement and monitor the strategies: Execute the marketing strategies and monitor their performance,

     making adjustments as necessary.

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:

1. Identification of opportunities

   • Oberve the market, analyze trends and receive feedback of customers

   • Market analysis, Customer research, Competitive analysrs and technology and trends

2. Generation of ideas

   • Idea generation. Involves creating a wide range of product ideas that can be developed

   • Brainstorming, Mind mapping and Crowdsourcing

3. Evaluation and selection of ideas

   • The best ideas must be evaluated and selected for subsequent development (Not all ideas generated are viable;)

   • Technical feasibility, Economic viability, Market fit and strategic compatibility

4. Concept development

   • Selected ideas are developed into more detailed product or service concepts. This includes defining the product features, its design and the value proposition

   • Defining of Features, Product Design and Value Proposition

5. Development and prototype

   • Functional prototypes are created from previous concepts. Problems are identified in this phase, which allows adjustments to be made before large-scale production

   • Deatailed design, Builiding the prototype and Test and review

6. Market Testing

   • Before launching, tests can be conducted in a controlled environment to evaluate its acceptance and performance

   • Pilot tests, Focus groups and Beta testing

7. Product launch

   • After fine-tuning, the launch takes place. Preparation for large-scale production and the implementation of marketing and sales strategies.

   • Production, Marketing, Distribution and Sales Training

8. Measurement, analysis and continuous improvement

   • As long as the product or service is on the market, it should be subject to continuous analysis and improvement.

   • Customer Feedback, Sales Analysis and Updates and improvements

1. Understanding the Customer

   • To retain customers, you must understand their needs, desires and behaviors.

   • Market research, Data analysis and Market segmentation

2. Value Creation

   • Offering superior value that encourages customers to continue choosing the brand

   • Product Qulity, Inoovtion and Customer Experience

3. Loyalty Programs

   • Loyalty programs are effective tools to encourage repeat purchases and increase customer loyalty

   • Points programms, Membership programms, Referral rewards and Exclusive offers

4. Personalized Communication

   • Help customers feel valued and understood

   • Email marketing, Social media Marketing and Direct messaging

5. Customer Service

   • You can turn satisfied customers into loyal customers

   • Staff training, Quick problme resolution and Feedback continuous

6. Rewards and Recognition

   • Recognizing and rewarding loyal customers can strengthen relationships and increase retention

   • Discounts and special offers, VIP Programs and Public recognition

7. Measurement and Analysis

   • Analyze the effectiveness of loyalty strategies to make adjustments and continuous improvements.

   • Customer retention rate, Repeat customer rate, Customer satisfaction and Net Promoter Score (NPS)