Diapositiva 1

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Factors impacting Marketing Strategies
Luis Alberto Gamarra Executive Director Karl
Schmack Executive Director Ely Torresin President
Brazilian BNC Association
Cali, Colombia July, 2010
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What is there to share?
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How to Start?
Strategic Planning is a management tool that
helps an organization focus its energy, to ensure
that members of the organization are working
toward the same goals, to assess and adjust the
organization's direction in response to a
changing and complex environment .
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What is strategy?
Michael Porter argues that operational
effectiveness, although necessary to superior
performance, is not sufficient, because its
techniques are easy to imitate. In contrast, the
essence of strategy is choosing a unique and
valuable position rooted in systems of activities
that are much more difficult to match. .
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What is Marketing?
Everything!!!
An organizational function and a set of
processes for creating, communicating and
delivering value to customers, and for managing
customer relationships, in ways that benefit the
organization and its stakeholders.
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What is a Marketing Strategy?
A marketing Strategy is a process shaped by your
overall business goals, which summarizes your
institutions services and position, designed to
achieve a sustainable and unique competitive
advantage over your competition, in order to
satisfy customers needs
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Developing Marketing Strategies

• Targeting
• Act of evaluating, selecting and concentrating on
  those segments that the organization can serve
  most effectively
• Target audience - group at whom the organization
  specifically aims its social marketing efforts

• Market segmentation
• Act of subdividing a market into distinct and
  meaningful subsets who might merit separate
  social marketing efforts

Positioning is the result of differentiation
decisions
Differentiation
Strategic positioning means performing different
activities from rivals or performing similar
activities in different ways
Is the act of designing a set of meaningful
differences to distinguish the company's offering
from competitor's offerings

• Low cost (operation)
• Low price (massive)
• Differentiation
• (Innovation
• Technology)

PRODUCT Customer needs
PRICE Cost to the user

• Trustworthy
• Experienced
• US related
• Certificate validity
• Most recommended
• Social Relations
• Captura Consulting study.

• Geographic
• Demographic
• Psicographic
• Behavioralistic

People living in the city of Santa Cruz, between
the ages of 15 to 25, belonging to a middle to
upper class, looking to improve their lives and
into technology.
TARGET MARKET
User positioning (Claims product best for group
of user)
Competitor positioning (Claims product better
than competitor)
PLACE Convenience
PROMOTION Communication
Quality/price positioning (Claims best value for
price)
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Service Marketing Mix 7 Ps
Product or Services Detail all the features,
functions and attributes to meet the customers'
needs. Differentiate your product with design,
features, packaging, warranties, etc.

• Price
• Competitive pricing
• Cost - oriented strategy
• Value pricing

PRODUCT Customer needs
PRICE Cost to the user
TARGET MARKET

• Modern Methodology
• High Quality Teachers
• Convenience Schedules
• Institutional Prestige
• Infrastructure Technology
• Extra-curricular activities
• US related
• Trustworthy

Place How to reach the customer? Looking at
location and where a service is delivered.
PLACE Convenience
PROMOTION Communication

• Promotion
• The function of promotion is to affect the
  customer behavior in order to close a sale
• 5 elements advertisement, public relations,
  sales promotions, direct marketing and personal
  selling

• P2P 25
• Newspaper 25
• e-MKT 15
• Facebook, etc
• TV 10

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Service Marketing Mix 7 Ps
People An essential ingredient to any service
provision is the use of appropriate staff and
people, if you want to obtain a form of
competitive advantage. Happy, skilled and
motivated staff make happy customers!
Process The processes involved in delivering
your products and services to the customer have
an impact on the way in which your customers
perceive you
Physical evidence Physical evidence is a term
used to describe the type of image that your
business portrays through its physical presence,
namely its premises, the appearance of its staff,
its vehicles, etc.
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Factors impacting Marketing Strategies
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Implementing a Marketing Department at your BNC
Karl Schmack Executive Director
Cali, Colombia July, 2010
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DO YOU HAVE a MARKETING DEPARTMENT in YOUR BNC ??

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Why have a Marketing Dept ?

• To develop and implement your business strategy
• To understand the needs of your target audience
• To develop new business opportunities
• To implement your communication and promotional
  strategy
• To drive Sales
• To enhance your brand equity and strengthen your
  competitive advantage

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Basic Structure of a Marketing Dept.
INTERNAL STRUCTURE

• Business Strategy
• Brand Equity
• Sales

• Marketing Director
• Brand Manager
• Sales Team

EXTERNAL STRUCTURE

• Consumer Research
• Communication Strategy
• Publicity

• Research Agency
• Advertising Agency
• Public Relations Agency

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CCCN Marketing Dept. 2005
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CCCN Marketing Dept. 2009
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NEW MARKETING STRUCTURE 2010
Manages Advertising, P.R Web Web 2.0
Sector Specific Commercial Advisors
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Product Leaders Portfolio
Product Leader (Adulto Tradicional) Product Leader (Adulto Tecnología) Product Leader (Jóvenes-Universitarios)
English Now Advanced Program Español Biblioteca Mark Twain CCCN Jobs y Bolsa de Empleo en Línea Parauniversitario Speak Plus ESP (Language Skills, Tourism, etc) TOEIC, TOEFL y otras pruebas IT Training Center y Laboratorios Multimedia Net Library Teens Xtreme, First Steps, Traveling Learning Charlas y Cursos de USE Education USA
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Organisational Flow
Strategy Development
Strategy Execution
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Final Recomendations

• Develop the organisational structure that is
  right for you
• Start one step at a time
• Develop your organisation over time
• Define clear objectives and job descriptions for
  each function
• Analize which functions you want to out-source or
  in-source

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Successful Marketing Cases
Ely Torresin President Brazilian BNC Association

Cali, Colombia July, 2010
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Successful BrazilianMarketing Cases
Case 1
Franca - SP
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CCBEU KIDS

• Definition
• A marketing approach totally focused on
• A young audience KIDS.
• Differentials
• Recreated brand
• Relevant facilities
• Specialized team
• Age focused.

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CCBEU KIDS
CCBEU
CCBEU KIDS
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CCBEU KIDS
Front Desk
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CCBEU KIDS
Classroom
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CCBEU KIDS
Classroom
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CCBEU KIDS

• Results obtained
• Growth of 240 in the age group within 2 years of
  project.
• 2008 70 students (7-10 y/o)
• 2010 - 170 students (3 9 y/o)

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Successful BrazilianMarketing Cases
English Express
Case 2
Goiânia - GO
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ENGLISH EXPRESS

• Definition
• An aggressive marketing approach totally focused
  on ADULTS.
• Differentials
• Adults only (18)
• Faster results
• Flexible schedule
• Flexible Chronogram

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ENGLISH EXPRESS

• Marketing Differentials
• Aggressive pro-active approach
• Telemarketing
• Off-site visits
• On-demand groups
• Specific software.

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ENGLISH EXPRESS

• Results obtained
• Growth of 80 in the total number of students
• Better cost / benefit of facilitys usage (more
  classes)
• Greater cash flow (enrollments every month).

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Successful BrazilianMarketing Cases
CTJ IN SCHOOL
Case 3
Casa Thomas Jefferson Brasília DF
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CTJ in School

• Definition
• Provide CTJ English courses in Elementary
  Secondary Private Schools.
• Marketing Approach
• Establish a CTJ Unit within partners facilities
• Offer same programs - Identical Curriculum
• Same Teachers.

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CTJ in School

• Advantages
• To parents
• Same safe environment
• Less transportation costs
• Recognized English Teaching quality
• To Partners
• 8 of total revenue
• Association to a Recognized Valued Brand
• To CTJ
• More revenue
• Improved brand value
• More market opportunities
• Great possibilities of growth without the demand
  of new facilities

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CTJ in School

• Advantages
• To CTJ
• Increased number of students revenue
• Improved brand value
• More market opportunities
• Great possibilities of growth without investment
  in new facilities

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CTJ in School

• Results obtained
• Growth of 3.200 students (21 of total revenue)
  without investments in infrastructure.

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• Thank You