1. Marketing mix exercise
Consider your organisation from a marketing perspective
and use the information to develop your marketing strategy.
- What is your 'product'? List all your products
or services.
- What are your 'prices'? It may be that the
price depends on the customer. Think about the various prices
associated with your products and services and list them
all.
- What is your 'place'? How do you get your
products or services to customers, or how do they get to
you?
- How do you currently promote your organisation and its
products and services? What techniques do you use? List
them all.
2. Product recognition exercise
Consider each area of your organisation's work to
develop your marketing strategy.
- List all your products or services.
- Do you currently treat each as a separate product?
- Is each one promoted, costed and evaluated separately?
- Do you run one product at a profit in order to subsidise
a less profitable - or even loss-making - but nevertheless
much-needed service?
- Are you clear that this is what you are doing?
For example imagine a charity with an information service.
This department produces a range of products, such as:
- An advice hotline.
- An over-60s diet and exercise pack.
- A home security leaflet and video.
- Cut-price home insulation products.
Now consider your own organisation. When listing your products,
itemise the products produced by each of your services.
3. Customer identification exercise
List all of your customers, clients or user-groups. Now
write down alongside each one what their individual needs,
wants and expectations of you are.
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