Marketing the SIYB programme By the end of
Marketing the SIYB programme By the end of the session participants’ knowledge & skills to market SIYB program has been enforced
Why it’s important? n n n design and deliver needs-based, customized training increase cost recovery / decrease the dependency on sponsors professionally manage service portfolio, differentiate from competitors diversify customer base, consolidate / expand market position attract and link up with prospective sponsors, e. g. donor agencies or large-scale companies. 2
The SIYB Marketing Management Process DEFINE THE SIYB TRAINING OBJECTIVE 1 IDENTIFY THE SIYB MARKET OPPORTUNITY 2 SELECT THE SIYB TARGET GROUP DEVELOP THE SIYB MARKETING PLAN MANAGE THE SIYB MARKETING EFFORT 3 4 5 3
How to conduct a SWOT analysis (External) Market analysis Opportunities versus Threats Market Opportunity for training = Do they match? = Your SIYB Market Opportunity (Internal) Assessment of your organization Strengths versus Weaknesses = Your competitive edge in training 4
Programme objectives Cultural and social forces Economic forces Technological forces Customer Competitive forces Political and legal forces 5
Who pays for training? SIYB TRAINING PROVIDER TRAINS ENTREPRENEUR PAY TRAINING SPONSOR 6
How to identify a training sponsor? n n n Match between their objectives and our training priorities Focus on the same target group Focus on SME development, particularly with view on training Funds for training History of supporting our (training) activities Status of current bi-lateral network relations 7
Develop the SIYB marketing plan 1. Set the objective of your marketing effort 2. Define the four P’s of marketing • Product • Place • Price • Promotion 8
The Service-Product Continuum Canned foods Ready-made Automobiles Draperies, clothes carpets Mostly goods Restaurant Repairs: auto, house, meals landscaping Air travel Insurance Consulting Teaching Mostly services 9
Attributes of the SIYB training product Packaging Product quality Price Seller’s reputation Design Seller’s services Brand Color Physical characteristi cs of goods Product warranty 10
Elements in the communication process Send er Encodin g Feedbac k Messa ge Media Noise Decodin g Receiv er Respons e 11
Manage the Marketing Effort 12
The correlation between marketing objective, output and activities Objective achieve Outputs result in Activities 13
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