Foglio1

Product of services:
Importance to the customers
1 2 3 4 5 6 7 8 9 10
Customer needs
Safety needs
Performance needs
Aesthetic needs
Social needs
Economiy needs
Durability needs
Customer service needs

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What does the customer buy

from the organization
Age: 16 to 80
Gender: Male and Female
Demographic Characteristics Income: Vary
Local : everywhere
Regional : everywhere
Where does the customer National: Australia
come from? International: everywhere
Social class: religious
Psychographics Life Style: Retired,workers,students,priests
Characteristics Values: Actualizes,achievers
Safety : General
Performance :General
Benefits are sought by the Aesthetics: General
customer Social: General
Has the customer purchased
the product from the YES
organization before? NO
Weekly
Monthly
How frequently does the By annually
customer buy? Annually

How much does the customer

buy each time? From 1 day to 1 week

Is the customer loyal to the

brand? YES

How does the customer Based on the services,on facilities,on

decide which brand to buy? position and on price.
Where does the customer
prefer to purchase the
product or service? By phone,by email,in person.

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Current or Direct or Market Size,growth

Product/service
Name of Competitor potential indirect position/brand and market
offering
competitor competitor image share

The second
retreat and
Retreatconference conference
Campion Centre of 30%of the
Current Direct rooms,accomodati rooms in
Ignatian Spirituality market
on,meals Victoria for
spirituals
groups

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Brand image
Competitive
and market
advantage
position

The second
retreat and
Many
conference
different
rooms in
themed
Victoria for
retreats
spirituals
groups

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Previous marketing activities Effectiveness

Person to person
Website, Facebook
Events's organizers
Positive,but restricted to a
limitate number of new
customers
Good visibility
Meet the customers' needs

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Marketing mix element Analysis

Product: Services Feature: Versatile Benefits/s: Meet the needs of different
customers from reatreat experience,to
school retirement, to conference
meeting.
Appropriate to the target Meet the expectation's customers
looking for enjoy sorrounded in the
nature,relax,rest,pray,meditate,find
balance in their busy lives.
Price Prices charged for the The price charged is to cover the costs
organization's product of management and maintenance of the
and services structure

Organisation's pricing Volunteers job it makes lower the final

strategy rates and suitable also for low income
people.

Promotion Promotional tools used Used person to person,events'

by the organization organizers,website advertising and a
good visibility on the Facebook profile.
Organisation's Continue update on website,facebook
promotional strategy and distribution of leaflets improve
visibility. Focus on more targets and
services.
Placement Type of distribution Direct
channel: direct or
indirect

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SMART
Outcome S M A R T
Sales/profit level
Target market
Customers
Promotional
Placement

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Marketing People Resources Budget Time line Reporting

activity required required requirements
Themed events All Organizers $5000 6 months booking report every
week
Web advertising 5 Desk $2000 12 months feedback report, traffic
Publisher, reporting every month
volunteers
Leaflets and 20 Designer, $8000 6 months Distribution report
promotional Copywriter, every month
items volunteers
Meetings All Organizers $5000 12 months Plan report every
month
Open days, All Organizers $6000 6 months Plan report every
introducing month
events

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Monitoring procedures

Analize

Analize and improve,if

necessary

Analize and improve,if

necessary

Analize

Analize

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MONTHS
Marketing activity 1 2 3 4 5 6 7 8 9 10 11 12
Themed events
Web advertising
Leaflets and
promotional items
Meetings
Open days,
introducing events

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TIME
Marketing activity Tasks 1 2 3 4 5 6 7 8 9 10 11 12
Themed events Preparation and
organization
events

Promotional
items
Web advertising Facebook
website
newsletters
webcommunity
Leaflets and Leaflets
promotional items Gadgets
Magazines
Meetings Plan's
Organizers
Open days, Fundraising
introducing events Preparation and
organization
events

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Personnel Tasks performed Knowledge,

skills and
experience
required
Desktop publisher
Graphic artists and
designers
Copywriters
Administrators
Marketing
specialists
Printers, sign-
writers, trades
people
Other

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Marketing Tasks How will you

activity monitor
progress?
Themed Organizers Weekly
events
Web Desk Monthly
advertising Publisher,
volunteers
Leaflets and Designer, Weekly
promotional Copywriter,
items volunteers
Meetings Organizers Monthly
Open days, Organizers Weekly
introducing
events

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Marketing Tasks What could How will you handle

activity go wrong? the situation?
Themed Organizers
events
Web Desk Delay on
advertising Publisher, release
volunteers
Leaflets and Designer, Delay on
promotional Copywriter, release
items volunteers
Meetings Organizers
Open days, Organizers
introducing
events

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Measure of Actual Desired variance Favourable/unf

effectiveness outcome outcome avourable

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Aspect of Issue Corrective

marketing activity action to take
Time Was the time frame for implementation of Yes
the marketing activity adeguate?
Were all tasks completed on time? Yes
Were there any tasks that should have More time
been allocated more or less time?
Was there sufficient time devoted to
developing marketing plan?
Planning Was the marketing plan sufficiently
detailed?
Were marketing activities and tasks
planned in a logical order?
Were the organisation's past and current
marketing activities, policies and
procedures analysed affectively?
Were reporting and monitoring
procedures during impletation clear and
effective?
Was the required approval obtained
before marketing activities were
implemented?
Budget Was the overall budget allocated to the
marketing activity sufficient?
Was the overall budget allocated to each
task sufficient? Which items went over or
under budget?
Could you cost saving have been made
to any tasks?
Personnel Were there enough personnel devoted to
performing each task?
Did the personnel who implemented the
marketing activity have the required
knowledge, experience and skills?
Were personnel motivated and commited
to the implementation of the marketing
activity? Could roles within the team have
been designed better?
Were team members satisfied with the
way they were managed and the
dynamics of the team?
How decentralized was authority and
decision making responsability? Could a
higher or lower degree of centralization
have been more appropriate?
How effective was your management
style?Were there instances where a
different management style may have
been more appropriate?

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Aspect of Issue Corrective

marketing activity action to take

Marketing activity Was the marketing activity selected Yes

choice appropriate for achieving the
organisation's marketing outcomes?

Were all tasks completed on time? Yes

Did each marketing activity reinforce More time
the overall brand image and market
position of the organization and its
products and services?

Should marketing activities continue

in the future? Should additional or
different marketing activities be
used?
Did the marketing activity reach its
intended target audience and
market?
Marketing strategy Is the organization's marketing
strategy-cost-leadership,
differentiation, focus-suitable?
Did the marketing activity reinforce
the marketing strategy?
Marketing Were customers and their needs
environment analysed effectively? Have customer
needs changed?
Were competitors, their products
and services, market positions and
competitive advantages analysed
effectively?
Was the political environment
analysed effectively, have there been
changes in the political
environment?
Was the economic environment
analysed effectively? Have there
been changes in the economic
environment?
Was the social environment
analysed effectively?Have there
been changes in the social
environment?
Was the technological environment
analysed effectively?Have there
been changes in the technological
environment?
Marketing analysis Was the market and its segment
defined correctly?
Has the market grown or shrunk
significantly?

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Marketing analysis

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Was the most suitable segmentation

basis used?Is there another way the
market could have been
segmented?
Were all market segments
identified?
Were the right market segments
identified as target markets? Should
other segments have been targeted?

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Aspect of Issue Corrective action

marketing to take
activity
Marketing mix Could the product or service and Yes
its features and benefits have
been improved?
Do the product/service's feature Yes
and benefits meet the needs of
customers?
Was a suitable price charged for More time
the product or service?
Was the promotional strategy
pursued suitable?
Was the placement or
distribution strategy pursued
suitable? Could customers
purchase the product or service
in the manner they desired?
Which marketing outcomes
where achieved/not achieved?
Were the marketing outcomes
set SMART -Specific,
Measurable, Attainable,
Relevant, Timely?
Could more effective marketing
outcomes have been
developed?
Technology Were personnel provided with
the technology required to
perform their duties effectively?
Suppliers Did suppliers provide products
on time and to the required
standard?
Did spending on products from
suppliers remain within budget?
Could communication with
suppliers have been improved?
Was the technological
environment analysed
effectively?Have there been
changes in the technological
environment?

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