Le marketing opérationnel support de cours PDF

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Le marketing opérationnel support de cours...

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Le marketing opérationnel support de cours Operational marketing of course material This is one of the most important components of the marketing mix (MM). Mix = product, price, distribution, communication. General Product concepts. There are three different levels of approach to the product: The technical product: the set of technical, technological characteristics. The service product: product approach oriented towards the benefit that the consumer will derive from it. The subjective product: which concerns the attributes linked to the imagination and in particular to the brand image. Classifications and nomenclature. Classification: it is an exhaustive (:complete) list of criteria which allow to determine homogeneous categories. Nomenclature: an exhaustive list of products classified in a logical order. E.g.: nomenclature of customs, of the I.F.L.S. (French institute of self-service), of the INPI (national institute of industrial properties). The life cycle of the product. This involves analysing the major phases, the major stages in the life of a product from its gestation to its withdrawal from the market. This cycle is materialized by a product life curve, which indicates the evolution of the potential demand for the product over time. This curve has several phases, each characterized by its growth rate, profitability, debt and the strategies adopted for each variable in the mix. The life cycle of the product should not be confused with the life cycle of the market concerned. Nor should the life cycle of a product be confused with the life cycle of a brand. Development. Growth rate: nil Sale : nil

Profitability: negative

Indebtedness: strong Distribution: none or test market. Communication: as a general rule the expenses are important just before the market launch, there are some exceptions: Playstation 2, iPhone... Launch Growth rate: low Sale : low Profitability: negative Indebtedness:strong Product: some modifications are still possible, but the range is limited. Price: either skimming or penetration strategy is chosen. Distribution: Choice of strategy. (Either intensive or selective). Communication: expenses are important. Growth (or sales increase or competition appears). Growth rate: strong Sales: increasing sharply Profitability: medium / high Indebtedness: low Product: expansion of the range Price: stable Distribution: expanding distribution Communication: sales promotion. Maturity Growth rate: strong Sale : stable Profitability: very strong. Indebtedness: low. Output: change in the face of pressure from competitors. Price: readjusted in relation to the competition. Distribution: introduction of additional services and special conditions for distributors.

Communication: down and promotional action maintained. Declining Growth rate: negative Sale : regression Profitability: declining Indebtedness: nil Product: reduction of the range in general Price: falling Distribution: abandonment of certain distributors. Communication: reduction of expenses (see disappearance) except in the case of dunning. Quality. The consumer and quality. The product must allow : Performances of use. Ease of use. Safety of use. A certain durability. Compatibility. Design. (Ergonomic and aesthetic aspect) Satisfactory after-sales service. The assessment of these points depends on the consumer, it remains a subjective notion. The company and the quality approach. The cost of non-quality in France was estimated in the 2000s at 50 billion euros. The cost of non-quality can be analysed, among other things, by controls during the process, controls at the end of the production process and, finally, by consumer feedback. The spirit of the quality approach requires : To promote quality from conception to distribution, we must communicate internally and externally. In order to involve all personnel in the process.

The environment must be involved in the quality approach. The means that the company must give itself are : Controls at the level of supply, production chain and distribution. The implementation of specific structures (quality circle, suggestion box). The impact of this approach is thus strong on the management and the project of the company. (Toyotism: Zero stocks, Zero defects, Zero papers, Zero delays, Zero accidents, Zero breakdowns, Zero disregard). The recognition of the approach is materialized by the certification by an independent body that can either certify the product made by the company or the company's organization. The quality is controlled by the company itself, but also by external bodies which may be public (e.g. DGCCRF: Directorate General for Competition and Fraud Control, consumer association, AFNOR: French Association of Standardisation). Standardisation is a collective approach between economic and social partners with related activities, with a view to finding technical and commercial solutions to repetitive problems. A standard is a market regulation tool available to all partners. There are four types of standards: Basic standards (kilos, meters, ...) Test method standards: product test methods. The specific standards: define the characteristics of the products. Organization and service standards: describe the functions that the company must have. The Label is a collective mark of a food or agricultural product that has a set of characteristics that distinguishes it from a common product (AB: organic farming, red label: meat, Marc Havelaar: fair trade, VBF).

The appellations of origin certify the geographical origin which prejudges particular characteristics. (PDO: protected designation of origin, AOC: controlled designation of origin). The Range. Distinction between the line and the range. A line is a coherent set of products located in the same consumer universe that benefits from homogeneous communication and bears the same brand with or without a first name.

A range is a set of lines, therefore of products intended to satisfy the same function. By extension it often designs all the products marketed by a company or a brand. In each line, there are several models or references.

● ● Characteristics of the range. ● The range has 2 dimensions : ● The width is the number of lines. ● The depth is the number of models per line. The width is the number of different requirements covered. The depth indicates the extent of the choice and therefore the ability to satisfy similar and yet different desires. The length of the range is the set of models. In our example it is 14. ● Role of the different products. ● All the products play a role in the range, we distinguish 5 types of products : ● The leading product: on which the range is based, it is the biggest contribution to turnover and margin. ● The appealing product: function of attracting new consumers to the range, generally thanks to its price. ● The regulator product: objective of absorbing fixed costs and compensating for variations in sales of the leading product. ● The product that prepares for the future: it has a transitional role and is intended to replace the leading product when the latter is in decline. ● The tactical product: allows to react quickly to the actions of the competition. ● Short range vs. long range. ● Short range : ● Advantage: concentration of efforts on a small number of products, a marketing and communication effort generated, reduction of production and management costs, simplified stock management. ● Disadvantage: limited choice for the consumer, vulnerability of the company to competition and consumption, difficulty in renewing products. ● Long range : ● Advantage: Allows to exploit several segments, interest on the image of diversity and professionalism, ensures the image of diversity, diluted risk in case of various problems. ● Disadvantage: High management and production cost, high storage cost, risk of cannibalization (one product of my brand harms another product of my brand). ● Range levels. ● A distinction will be made between different levels of range, which is still widely used although the boundaries between these categories are rather blurred. This division is based on notions of price and quality. ● The bottom of the range (low range of a market).

● For the consumer, the bottom of the range often equates to "poor quality", which is not always the case. Sometimes, for mass-produced industrial products, the first price is good value for money. ● The first price strategy takes 4 main forms: ● The bottom of the range corresponds to a production cost strategy, therefore volume strategy. ● The bottom of the range corresponds to a minimization of marketing costs. ● The bottom of the range is an essential component of my global range (appeal product). ● The low end corresponds to an offer intended for a precise segment. ● The lower end of the range presents difficulties especially in terms of communication. Indeed, being associated with a poor quality image by the general public, it is necessary to erase these negative aspects. The problem of communication is that these products, often being small contributions at the margin, pose financial constraints to the establishment of a large communication budget. ● The mid-range. ● At the time, it was considered to be the best positioning, allowing access to large sales volumes, and could be supported by framing it as a product with appeal, on the one hand, intended to provide customers (especially young consumers), and on the other hand, as a product with a strong image that served as a guarantee of quality. ● However, nowadays, we notice that this positioning is experiencing great difficulties. Indeed, consumers no longer wished to compromise: ● If they are very involved in the purchase, then they jump to the top of the range. ● If he is less concerned, he is satisfied with more functional, first-price Cad. ● This phenomenon is accentuated by current purchasing power problems, and by communication (see above) which tends to make its prices attractive. ● The top end of the range. ● Upscale should not be confused with luxury. In some sectors, such as industry, the notion of luxury means nothing. High-end is distinguished by the quality of its components, its finishes, its options and the quality of its services. ● The interest of owning high-end for a company is : ● That it helps to attract and retain a privileged and demanding clientele. ● It allows for comfortable unit margins. ● That it allows to establish an image that shines on all the rest of the range. ● It allows to specialize in a specific segment. Distinction with luxury: while luxury products are always high-end, high-end products are not always said to be luxury. The extension of the range.

Moving up or down the range is not done with the same ease. It is difficult to move up the range. The solution to do so is to buy or create a brand specifically located at the top end of the range. The disadvantage is that the rest of the range does not benefit as much from the image effect. On the other hand, it is easy to go downscale, but with a big risk of accelerating rarity and thus harming its luxury image: this is "cardinisation". It is a phenomenon that consists in having a luxury brand gradually lose its luxury image. Marketing in the luxury sector has some special characteristics: The image is preponderant, and it is based on quality, know-how (creativity, technology) and history. A lot of communication is done in the field of public relations as well as in advertising. Public relations: all the actions that lead to people talking about you. Distribution is necessarily limited, the number of sales outlets is reduced in order to maintain the idea of rarity. The markets are necessarily international, so the products are the same all over the world. The analysis of the range. Several possibilities to analyze the range: Analysis of the role of the different products. Cf. leading product. Analysis by numbers. One can analyse alternately the contribution in turnover of each of the products, the profitability of each of the products and the position of each of the products in the life cycle curve. There is, however, a tool that allows these different criteria to be approached together, and this is the BOSTON (: market growth rate, contribution to turnover of each product, relative PDM). In cases where an increase in sales of one product in the range leads to a decrease in sales of another product in the range, this is called cannibalisation.

If there is an overall improvement in sales or margin, then the contribution mix is said to be good. The elimination of marginal products. There are two kinds of marginal products: new products whose sales are not taking off (do not correspond to forecasts) and old products at the end of their life (decline) that are no longer of financial or even commercial interest. - For the first case, two schools coexist:

Those that advocate systematic abandonment (Loreal). The one that is sure of its preliminary analysis of the market recommends support, especially in communication, until success. - As regards the old products (2nd case) the companies often have difficulty in getting rid of them, one advises nevertheless to check well the cost of occurs for the company and the possible advantages which they can bring to you (in particular as regards image, see in place occupied in linear). Product strategies. Innovation. This is the transformation of an idea into a new or improved saleable product. It is a variation of an existing product, consumer habits do not change. Disruptive innovation is also known as dynamic innovation. 4 They are also called revolutionary innovation, innovation that changes people's lives. (mobile phone, penicillin, ...) Global remark: Innovation has 2 natures : Technological innovation (use of new raw materials, new processes). Marketing innovation: which can relate to any element of the mix, i.e. new distribution methods, new communication media, new use of the product. There are several major reasons to justify recourse to innovation: It stimulates demand, either from the point of view of the first equipment, or in terms of renewal by accelerating the decline of products on the market. It stimulates supply, as competitors are led to make creative efforts to catch up. In addition, by launching new products, the company covers new needs and thus obtains new sources of revenue. This fuels their growth. Innovation is a means of combating commoditisation, which leads to the consolidation of margins. It enables them to compete, especially in mature markets where it is costly to gain market share. In this context, innovation can create opportunities by shaking up competitive positions. It enables us to face distributors, as innovative products create demand, and the bargaining power of negotiation with the distributor improves, which is one of producers' main weapons. It provides an opportunity to communicate Adaptation. These are changes made to products in terms of their characteristics, manufacturing methods and other elements.

Rejuvenation, also known as recovery. Repositioning, looking for positions not occupied by competitors, which opens new markets for an old product. Withdrawal from the market. Imitation. By far the most widely used strategy. For many companies, it is easier to wait for the success of products launched by competitors to enter the market with a product with similar qualities to the pioneer. (Similar characteristics: Me Too product). The advantage of the practice is that the cost of innovation is borne by the pioneer, and there is virtually no risk if the success of the pioneer product is significant. The disadvantage is that if the pioneer has well organized its launch, it takes a lead in market share that will be very difficult to fill. Moreover, the systematic use of imitation makes the company dependent on the creativity of others. Note on the use of old products : We can see that companies often find it difficult to get rid of old products. There are no universal rules for disposing of old products, so it is important to systematically monitor old products and not hesitate to dispose of them if they become a hindrance to reorganization or new product launches. The Price Notion of price. 1.1.

Definition.

It is the sum to be disbursed to acquire a good. It is the monetary expression of the value of all the characteristics of a product: Objective characteristics (technical and commercial). Services around the product. Subjective characteristics: brands, product image, ... To designate the optimal price corresponding to the global value of the product, we speak of the product-price pair. 1.2 Impact of decisions on prices. Pricing decisions have an influence: Demand. On the company: it is the main factor that makes up the margin, it is the only variable in the mix that provides income, it is a powerful positioning tool. 1.3.

Vocabulary.

The magic price (often abusively called "psychological price") is the one that differs slightly from the round price but downwards. The minimum price is the one below which consumers refuse to buy for fear of poor quality. The maximum price is the price above which consumers refuse to go because they consider it excessive, abusive, prohibitive, prohibitive. The recommended price is the price recommended by a supplier to his resellers. It takes into account the elements of profitability, the reseller's remuneration (margin) and the consumer's purchasing power. It is permitted only to the extent that the reseller cannot apply. It is permitted only if the reseller cannot apply it. The fixed price exists exceptionally by ministerial derogation.

Price Constraints. 2.1.

Internal company constraints.

The cost price is the level below which the company would have to sell at a loss (see break-even point). Production capacity. The product itself and its particular place in the life cycle of the range. 2.2 External constraints. The consumer: his degree of sensitivity is a constraint. The competition: by its number, its form, its competitive position, it influences the price, all the more so as the competitive position of the company I am interested in is marginal. The distributor's offer: indeed it is necessary to incorporate the distributor's margin by appreciating the efforts he makes to sell the product (recommended, ...) Legal and regulatory constraints: this is when the public authorities decide to control the evolution of prices. These interventions can be authoritarian, they can be contractual (freedom to control, freedom under supervision...) But the general principle is total freedom except for a few regulated sectors. In addition, certain practices are prohibited. These practices are: selling at a loss, discriminatory practice (price in relation to the customer's head), not advertising prices, refusal to sell. Price-fixing methods. 3.1 Structure of a sales price.

3.2.

The different methods.

Fixed costs: a cost that does not move. A cost that does not depend on production and sales. Variable costs: a cost that varies according to production. Direct cost: fully attributable to a product. Indirect costs: cannot be allocated simply to a specific product, so it must be allocated judiciously between the different products. To do this, the allocation keys are used. Full costs: total costs incurred in the production and marketing of the product. Partial costs: the cost of one stage of the production and marketing process. 3.2.1. Cost fixing. There are two methods of cost-based pricing: Full costing: we take the full unit cost to which we add a certain amount of margin. This quantity of margin is expressed as a percentage: - Of the cost of goods sold; the percentage obtained is called the markup. The calculation for company : Industrial= (sales price excluding tax - cost of goods sold) / cost of goods sold x100 Trading = (PVHT - PAHT) / PAHT x100. - From the sales price; the percentage obtained is called the brand rate. The calculation for company : Industrial= (HTDP - CR) / HTDP x100 Trading= PVHT - PAHT) / PVHT x100 Example: Georges SA. Direct costing: a sum is added to the variable cost to cover the fixed cost...