top of page

MARKETING

MARKETING MANAGEMENT

​METHODS IN MARKETING  

​​

The KNOW HOW of presenting products, services, to the buying public, the prospects and clients, to generate demand.

 

Through external intelligence; existing mega trends in commerce, economics, markets, social and political environments are  assessed and summarised to determine  future risks and opportunities; to then formulate the strategies to navigate the organisation through towards prosperity, through the shortest routes.

​

Through the analysis and evaluation, the marketable assets of an organisation, are oriented and aligned towards exact needs and wants of it's target audience and client.  

 

Clients are programmed  to  establish marketing functions to enhance the ability to impinge on profitable markets. Such elements could include organisational facilities for research, intelligence, PR, product / service development to advertising, promotions, sales, logistic management and distribution networks.

​

In the modern world of technology, global travel, developed economies and advanced trade relations; there is little room for complacency, competition is fierce and survival of the fittest is an apt agenda for every business. You either expand or die; there is either innovation or complacency and there's only market leaders, or market followers. Only the best get the privilege to influence the commercial, political and economic environment. An organisation therefore has to persistently promote itself and ensure that it undertakes activity that contribute to the well promotion of the company, its brand, its product and actions.

​

Promotional Actions of an Organisation

​

We develop programs to bring your company to the point of applying all promotional functions as standard. An organisation must also promote itself, its brand, its product, services, to those who need it, want it and advertising must impact the viewers sufficiently for them to draw dedication and take action towards your company or product, services.

​

Effectively Impacting Markets

​

How do you make effective impact? How do you make an advert that connects with people and inspires? These days, you have to consider not just spending power to reach sufficient publics but a marketing and content strategy that incorporates the various multimedia channels, applicable to the relative public who use them. What do your customers want to see, read and understand? How can you bring them to appreciate you? How do you align the content strategies applied to each media channel, to align with your overall target to reach sufficient numbers, delivering the correct messages and aligning with the overall objective and role of the organisation.

 

  • How then can you also ensure that marketing strategies align with the rest of the company - what other organisational functions should be directly liaising with promotions, advertising and social media managers? 

  • Is the company promoting something that the publics actually want?

 

This brings us to the organisation and its overall strategy; because just as much directors and senior managers advise marketing on products and services to promote; marketing must feedback with what products and services should actually be offered to the public and thus, to generate income.Marketing should be led by its organisational leaders so that they may in turn lead the public to a betterness in the area of life or business under consideration.​

THE MARKETING PLAN

The Marketing Plan

​

The objective of the Xecology Marketing Plans are as follows;

​

  • Executive Summary with an attached compilation of market intelligence .

  • Identification and understanding of exact, key target markets.

  • Identification of one's position amongst competitors in that target market.

  • Envision, Research and development of products and services that will resolve problems or provide the target market.

  • Revenue growth through effective pricing through research, testing and the optimization of unit margins against the balance of revenue and profits.

  • Formulation of strategy for increasing market share, including the establishment of required levels of promotion, method of reaching specific, key markets.

  • Establishing promotional strategy which will include target distribution channels; the designing, copywriting, testing of adverts and promotions.

  • An understanding of required investment and the exact returns expected, based on current market conditions and company performance capacity.

  • Identification of targets that will achieve and benchmark success.

  • The company's mission statement or long-term strategic vision, along with key objectives, often subdivided into marketing objectives and financial objectives.

​

The marketing plan is a comprehensive manual in achieving long-term profitability; the next step following this is the introduction of multiple projects that will direct operational marketing activities.

​

Xecology's comprehensive and detailed approach brings together the reality of the organisation's capacity against the potential opportunities within it's reach. Our Go To Market strategy is realistic and thus a reduction in risks for the investor; our marketing mix incorporates market intelligence and internal business intelligence with ability to prepare through the designing and implementation of business processes that ensure also effective delivery and after care of products and services.

​

The end result will be customer loyalty and brand equity among target customers, and achieves the firm's marketing and financial objectives.

BRAND DEVELOPMENT

The Brand Audit

​

The brand audit will include a thorough examination of your brand's current position in it's industry, in it’s target market, client sentiment, exposure to competitive activity and generally the organisation's ability to exact influence on it's target market. The following elements are examined as part of the brand audit;

​

  • Compilation of market intelligence from which to base decisions around the targeting of markets and the distributuion of products / services.

  • The alignment between current branding concept with market intelligence.

  • Level of influence; brand and organisational efficacy.

  • The factors defining the company's strengths and weaknesses.

  • Economic trends determing external threats and opportunities.

  • Efficacy of pricing and positioning strategies.

  • Efficacy of marketing communications and level of media presence.

  • Competitive position and ability.

​

Compared to other audits, Xecology applies greater expansive expansive knowledge and awareness of organisational operations and has the ability to align and co-ordinate the various facets of the organisation to higher and more ideal standards in branding.

MARKETING STRATEGY

Strategy Formulation

​

Following an analysis and evaluation of market intelligence, Xecology works with its client to determine its strategy.

​

The following are the objectives to establish for a marketing strategy;

​

  • Recognition of niche market needs and wants, determining the target market.

  • Agreements on the investment into marketing resources for the pre-calculated ROI.

  • The method and action to counteract / balance threats from the economy and competition with opportunities sought.

  • Determination of potential sales and profits (ROI).

  • Development of the required brand, product, service and corporate positioning.

  • Pricing strategy.

  • Promotional strategy.

  • Competitive strategy.

  • Determination on the Points of market leverage.

  • The structure of the marketing operations, as well as sales and service divisions, to permit co-ordination, communication for excellence in product and service delivery.

  • Development of research and innovation models to develop strong differentiation in products and services that strong potential demand.

​

The purpose is to establish the leadership, trust and attention of markets that that maintain contact for inspiration, solutions and aspirations.

​

 

Strategic Brand Programming

​

Strategic Brand Programming will target the following factors in addition to specifics resulting directly from the audit;

​

  • Logo and Symbology

  • Website presence

  • Social media presence and strategy

  • Location and Target market

  • Marketing quality, inc: image

  • Marketing communications frequency

  • Product and Service development

  • Innovation; research and discovery

​

The Xecology Brand Program will align the brand with the overall market strategy. Other core marketing programs will be aligned to the focus and purpose expressed in a marketing strategy. The aims of this program is a much improved profile, higher quality exposure and increased positive, viability potential attention.

​

Sales and Promotion Strategy

​

Analysis and evaluation of historic use of channels used to reach customers. This would include;

​

  • Choice, relevance and efficacy of marketing medium.

  • Use and standard in copywriting and imagery in promotions

  • Competitor analysis

  • Public and community relations

  • Efficacy ratios and ROI

​

This internal intelligence is used conjunction with market intel, brand audit for a final analysis, evaluation for the formulation of a sales and distribution strategy that will cover the following;

​

  • Customer / Prospect relations management

  • Client relations management

  • Conversion Ratios

  • Process mapping and engineering

  • Customer satisfaction

  • Professionalism, imagery and styles

  • Dataset management

  • Viability analysis

​

The sales and distribution strategy is aligned and co-ordinated with The CRM strategies and programs.

NEW AND INTERNATIONAL MARKETS

Establishing and developing New Marketing Operations

​

Through our skills and knowledge of business processing, Xecology works to design and improve the system, effectiveness and efficiency of core marketing processes for the development of new products, the management of the brand, communication standards and the positioning of the product through communications and pricing. We will engineer business processes to ensure clean, reliable, stable, elastic and fast marketing operations, allowing the company to respond to changes and developments in the market.

MARKETING OPERATIONS

Marketing Technology and Systems

​

We consider the following sales control systems and related elements to ensure a sustained system remains in place beyond the completion of the Market Establishment Program.

​

  • Sales forecasts,

  • Sales force and

  • Reseller incentive programs,

  • Sales force management systems, and customer relationship management tools (CRM).

​

We work in consideration of the various supply chain management systems, to facilitate an integrated approach for both operational and marketing resources;

​

  • Efficient consumer response (ECR).

  • Enterprise resource planning (ERP).

  • Inventory management systems.

  • Material Requirement planning (MRP).

​

Reporting, measurement, feedback and control systems

​

ROI, reflected in metrics that we maintain and manage, measuring all aspects of input, maintenance (program implementation) and output (program performance).

bottom of page