SESSION #5

MARKETING ACTIVITIES
CERTIFICATE IV IN MARKETING & COMMUNICATION

Trainer: Jami Chowdhury

Trainer (Moderator): Minhaj Chowdhury
Marketing Activities
What was covered in last session:

• Assist required personnel in managing marketing activities

• Monitor implementation of marketing activities according to activity plans, as

required
Marketing Activities
At the end of this session you will be able to:

• Measure and record outcomes of marketing activities against marketing plan

• Review results of activities against expected marketing plan outcomes

• Prepare report of marketing activities and share with relevant personnel

Assessment Due Dates
Assessment 1 18 Aug (week 5)

Assessment 2 9 Sept (week 8)

 Measure and record outcomes of marketing activities
against marketing plan

The importance of reviewing marketing activities

Marketing activities aren’t something you do once and then forget about. It’s crucial to remember that a
marketing plan is a living document, which means you should revisit it on a frequent basis and make
changes depending on what is and, more crucially, is not working (Kukartsev, et al., 2020).

There are five steps that every marketing manager follows to review implemented marketing activities:

a. Compare your strategy to the year-over-year performance trends.

b. Update Your Strategy to Allow for Unexpected Changes.
c. Establish New Benchmarks to Achieve Your ROI Goal.
d. Put Your New Marketing Strategy into Action From a Strategic standpoint.
e. Make time to review your marketing strategy.
 Measure and record outcomes of marketing activities
against marketing plan

Most marketing strategies, no matter how detailed or astonishment, have the same
shortcoming: they’re usually designed to last a year. In any organisation, a year is a long time,
and client expectations might shift dramatically throughout that time. Using marketing tactics
that were successful previously does not ensure that your clients will respond with the same
zeal a year later.

To determine if a business’s marketing activities are effective, marketing managers must first
understand where the company was previously; benchmarking provides them with a baseline
against which they can assess how well their present efforts are functioning. Once the
management has established its benchmarks, they may utilise the data to evaluate the
effectiveness of their marketing efforts.
 ANSOFF’S GROWTH MATRIX
Having identified the need to apply strategies so that growth could
be planned to address the vision of the organisation’s owners, Igor
Ansoff constructed a grid matrix illustrating the options available to
the marketer.

In this matrix, Ansoff suggests that there are four strategies which
used individually or in combination will assist in closing the gap.
However, he also pointed out the degree of risk associated with
each one.
 Different methods to analyse and review marketing activities

Ansoff’s Growth Matrix

In this matrix, Ansoff
suggests that there are four
strategies which used
individually or in
combination will assist in
closing the gap. However
he also pointed out the
degree of risk associated
with each one.
ANSOFF’S GROWTH MATRIX
 Let’s watch a video on
ANSOFF’S GROWTH MATRIX

https://www.youtube.com/watch?v=c5XjcTf6tLw
 ANSOFF’S GROWTH MATRIX
MARKET PENETRATION: This simply means increasing levels of sales and
profit using the products or services the business already has and promoting
them to existing customers. That is selling the same products to the same
customers but selling more of them.

This can be done by finding new ways for the customer to use your product.
For example, if your customer buys your paper for the copying machine you
could suggest that it also be used in the printers. You could also increase
sales by sales promotions, increased advertising, or short-term price
discounts.
 ANSOFF’S GROWTH MATRIX

MARKET DEVELOPMENT: In this situation you are trying to close the gap by
promoting your existing products or services to new customers. These
customers can either be in your current market segment or an additional one.
In the case of our paper supplier, the organisation could seek to expand their
customer base to include schools. Organisations could seek to expand their
customer base to include schools.
 ANSOFF’S GROWTH MATRIX

PRODUCT DEVELOPMENT: Here you are still dealing with your

current market and your familiar customer base. However, you
hope to increase sales and profit by offering them new products
within the same general product category.

Your paper supply company for example could consider becoming

involved in the supply of toners for copiers or ink cartridges for
office printers.
 ANSOFF’S GROWTH MATRIX
DIVERSIFICATION: This is the riskiest of all the strategies as it
involves selling new products you have not previously marketed. It
also requires you to present yourself to customers and market
segments which are new to you.

In the case of your paper supplier the decision might be made to

go into book publishing. While the use of paper is a common
theme, the marketing techniques required, and the type of
customers to be dealt with are very different. However, once again
the rewards if you are successful could be very high.
 What is a SWOT analysis?
This is a systematic and detailed examination of all the internal and external
factors that may affect a business at a particular point in time. It is a vital part of
the analysis of the current situation that we agreed in session 1 was a critical
part of setting achievable and appropriate objectives. If you have several
different businesses or divisions, a SWOT analysis should be conducted for
each one.

To put it simply, the S and W refer to your organisation.

The O and T refer to factors outside your organisation.
 Let’s watch a video on
‘how to conduct a SWOT analysis’

https://www.youtube.com/watch?v=goxMsPCs_z0
 Documenting outcomes of marketing activities against marketing plan

Independently of the method used to review your marketing activity, the important aspect is
that you would be able to document, record, and report your findings to your stakeholders.
This is must follow these criteria:

• Make sure that you review your marketing activity both qualitatively and quantitatively.
• Make sure that you document all your findings clearly and systematically.
• Make sure that you obtain approval from your stakeholders.
• Make sure that you are able to compare your results against the objectives of the
marketing plan.
• Make sure that you present your findings in an appropriate way.
• Make sure that you summarise your report and it is presented professionally.
• Make sure that you allow for the decision making process and feedback to be received.
Let’s review ASSESSMENT 1

Due: Tonight
 REVIEW
‘Marketing Activities’

• The importance of reviewing marketing activities

• Ansoff’s growth matrix

• SWOT analysis

• Documenting outcomes of marketing activities against marketing plan

 ANY QUESTIONS?

See you next Wednesday (25 Aug 2021)

and don’t forget to submit your assessment 1 tonight