Sunday 12th notes - select topics

Marketing Syndicate Assignment


Christian Salmon
Ahmed Aburob
David Plectcher
Alain Aurus

To Do

What
Who
When
Review subject with Patrick
All
13th October
Select Industry
All
18th October
Prepare Summary to Patrick
All
20th October
Deliver Summary to Patrick
All
23rd October





Industries:

· Public Transport

Who’s the client
· Gvt
· Public

What are the KPIs
· Nbr of users
· Quality of services
· User experience
· Commutation speed
· Frequency
· Where is the value (gvt, public/users, infrastructure owners). Who are the stakeholders

Any research made to identify users needs ? Who would like to use the tram, what level of service would they require…

Customers awareness, a vailability of information

Level of service perception, experience. Vs travelling in own car

Availability of service, speed, coordination of Service.

Who are the users: Students, city dwellers

Competition: Tram, Trains, Bus (mainy companies operating)(Taxi, Car, Bicycles)



Marketing Challenges:
· Channels to the customers, where to get information
· Segmentation of market needs / demographic, geographic
· Service quality/ experience / safety
· Partitioned service provider competing for value / differentiation
· Optimise value in a partitioned monopoly


Topic 2:

· Animation Industrie

- Entertainment market
- Scientific market


Chanels

Pay TV
TV
Internet
Cinemas

Customers: Publics, very segmented

- Risk – knowledge of future success of product
- IP - where from (internal vs external) – develop strategy to manage the IP / market it to the distributor / Chanels – chapter 2 market opportunity analysis
- Targetting - Studying the market to find out what could be the next successful product / IP (Value exploration vs value delivery (been asked to develop something) Chapter 8
- Market awareness / Brand / position / Competition (books, magazine, games, computers, )
- Financing