Marketing Plan for Entrepreneur
MINISTRY OF EDUCATION AND SCIENCE OF THE REPUBLIC OF KAZAKHSTAN INTERNATIONAL ACADEMY OF BUSINESS Chair of Management and Marketing COURSE PAPER Written for the “Business Organization” course on the topic: “MARKETING PLAN FOR ENTREPRENEUR” Prepare by: 3rd year student Full time, group MN – 0901; C. A. Sankova Checked by: Houman Sanandaji, Senior Lecturer Almaty 2010 Content INTRODUCTION. 5 Chapter 1. THE ESSENCE, TECHNIQUES AND STRATEGIES OF MARKETING PLAN AND ITS CONTROL6 1. 1 The concept and the essence of marketing. 6 1. 2 Components of marketing research. 1. 3 Stages of marketing research process8 1. 4 Marketing plan and its essence. 9 1. 5 Marketing techniques. 10 1. 5. 1 Marketing techniques in general. 10 1. 5. 2 Business behavior: marketing11 1. 5. 3 Advertising, promotion, packaging and branding12 1. 5. 4 Sponsorship13 1. 6 Types of marketing strategies14 1. 7 The system of marketing control. 16 Chapter 2. DESCRIPTION OF THE LIBRARY OF ZHAMBIL AND INCREASING OF DEMAND THROUGH MARKETING PLAN. 19 2. 1 Executive Summary19 2. 2 Situation Analysis20 2. 3 Market Summary20 2. 3. 1 Target Markets20 2. 3. Market Geographic21 2. 3. 3 Market Demographics21 2. 3. 4 Market Behaviors21 2. 3. 5 Market Needs and Demands22 2. 3. 6 Market Trends22 2. 3. 7 Market Growth23 2. 4 SWOT Analysis23 2. 4. 1 Strengths23 2. 4. 2 Weaknesses23 2. 4. 3 Opportunities23 2. 4. 4 Threats24 2. 5 Alternative Providers24 2. 6 Keys to Success24 2. 7 Critical Issues25 2. 8 Marketing Strategy25 2. 8. 1 Mission25 2. 8. 2 Marketing Objectives26 2. 8. 3 Financial Objectives26 2. 9 Target Markets26 2. 10 Positioning26 2. 11 Strategy27 2. 12 Implementation28 2. 12. 1 Marketing and Promotions Team28 2. 3 Contingency Planning29 Chapter 3. IMPROVEMENT OF MARKETING MANAGEMENT ACTIVITIES AND SUGGESTIONS FOR THE ORGANIZATION OF EVENTS29 3. 1 Organization of library services. Attracting readers to the library. 30 3. 2 The content and organization of work with readers. 30 3. 2. 1 Questionnaire “Readership Libraries30 3. 3Working with the readers and customers32 CONCLUSION36 REFERENCES:37 INTRODUCTION. Marketing is an integrated system of organization and management of the company, aimed at maximizing sales, achieving high efficiency of trade operations and expand market share.
In other words, this is a special management concept, in which all the activities of firms subject to the ultimate goal are effective marketing. Any business must be able to evolve and innovate to be ahead of the competitors and this can be achieved through a strategic marketing plan which will define goals and the direction to reach them. A marketing plan is a systematic process of evaluating marketing opportunities and resources, determining marketing objectives, and developing a plan for implementation and control. It outlines the company’s strategy to create, satisfy and maintain customers.
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The marketing plan links marketing activities with marketing and strategy objectives and is important in ensuring the company’s focus and direction. I believe marketing is very relevant topic in today’s world and interest to it is growing from year to year. In any business it is important, if not vital, to know your competitors and what you are going to be competing against, to develop and sustain competitive advantage. Understanding your customers either potential or existing, means to develop your marketing strategy around them, for without an adequate market plan, any business will not be profitable.
Successful marketing means providing the right service in the right place at the right price, and promoting it so that everyone knows about it. Therefore I chose the topic of term paper “Marketing Plan of entrepreneur. ” The aim is to study and development of methodological principles of management of marketing activities, identifying weaknesses, analyses and design. The object of study is the Zhambil Library, which is the non profit enterprise strongly in need of active marketing promotion. I conducted a situational analysis, analysis of the competitive environment, and presents data on the characteristics of overall library’s activity.
In order to improve marketing activities, I propose several strategies and programs that will help identify customers’ choices especially young ones, active communication with visitors in order to receive feedback, organization of competition, and thematic events within the library’s boundaries to attract as many readers as possible and increase overall interest to libraries. In the course work used a number of schemes organized structures used in marketing activities which can be analyzed to choose the best option. Chapter 1.
THE ESSENCE, TECHNIQUES AND STRATEGIES OF MARKETING PLAN AND ITS CONTROL 1. 1 The concept and the essence of marketing. Company can build its management based on different concepts -financial, by accounting the best areas of expenditure and investments; competitive, displacing any way a competitor from the market, commodity, improving quality indicators of their products, etc. However, at present time the greatest effect in the management gives marketing concept, focused on researching and satisfying certain target market.
Marketing (from the English, market – place where people buy and sell things) – a market concept of management supply scientific and technological activities of firms and enterprises, aimed at studying the business environment, market specific requests from customers and focus on them manufactured goods and services. The objectives of marketing – and the formation of stimulating demand, providing validity of the managerial decisions and plans of the company (enterprise), as well as increased sales, market share and profits.
Produce what is sold, rather than sell what is produced  – main slogan of the marketing approach in the management of scientific and technical activities, production and marketing for any company. In other words, before you produce, the company must conduct information thoroughly, study the needs of specific customers, in accordance with those obtained data to refine and improve the product and then go with this commodity on the market – not vice versa, to produce goods, and then test serious difficulties in respect of its sale.
Marketing – it is not imposing and pushing produced unknown commodity in market, but developed the concept of scientific analysis and accounting buyers’ requirements, the requirements of specific market segments and development in accordance with identified needs of the new product. This system is represented by sales organization, using incentives and advertising. It is also a system of distribution network channels movement of goods (intermediaries, branches, etc. ) Marketing – is the ability to stand on the other side of the counter and look at business from customers’ point of view.
This ability to find and retain customers satisfies better and faster than the competitors. Creating the conditions for maximum adjustment of production to market requirements, to the structure of demand on the not on the basis of immediate benefit, but on long-term perspective. The modern concept of marketing is that all activities of the enterprise based on knowledge of consumer demand and its behavior in the future. In implementing the marketing concept, main focus should be on economic decision: decisions shifted from production units of enterprise to links, to feeling of the pulse of the market. . 2 Components of marketing research. Market Research is the process of research and investigation for essential information that may influence the success of any business. In other words, marketing research is “The systematic gathering, recording and analyzing data about problems relating to the marketing of goods and services”. Components of marketing research are: 1. Market Research. It covers the aspects regarding the size and nature of the market including export markets dividing the consumers in terms, of their age, gender, income (market segmentation), economic aspects of arketing, etc. 2. Sales Research. This relates to the problem regional variations in sales fixing sales territories, measurement of the effectiveness of salesman, evaluation of sales methods and incentives, etc. 3. Product Research. This relates to the analysis of strengths and or weakness of existing product testing problems relating to diversification, simplification, trading up and trading down (all product line decisions), etc. 4. Packaging Research. In essence, it is a part of product research.
But the recent development in packaging and its contribution in the advertising made it to occupy an independent position. This necessitates a separate study concerning the aspects of package to know its impact and response in the market. 5. Advertising Research. It undertakes a study relating to the preparation of advertisement copy (copy research in which focus groups analyze content prior to airing. This specialized field of marketing research determines an ad’s effectiveness based on consumers’ responses during pre-testing.
It covers all media channels including print, TV, radio, Internet etc. ), media to be used (media research) and measurement of advertising effectiveness. 6. Business Economic Research. Problems relating to input-output analysis, forecasting, price and profit analysis, and preparation of break-even charts are the main fields of the research. 7. Export Marketing Research. This research is intended to study the export potentials of the product. In such cases any or all kinds of research mentioned above become necessary. 1. Stages of marketing research process Stage 1: Problem Definition. The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analyses of secondary data, and, perhaps, qualitative research, including focus groups.
Once the problem has been precisely defined, the research can be designed and conducted properly. Stage 2: Development of an Approach to the Problem. Development of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts, case studies and simulations, analysis of secondary data, qualitative research and pragmatic considerations.
Stage 3: Research Design Formulation. A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information; its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions and provide the information required for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design.
The issue of how data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study. More formally, formulating the research design involves the following steps: Secondary data analysis Qualitative research Methods of collecting quantitative data (survey, observation, and experimentation) Definition of the information needed Measurement and scaling procedures Questionnaire design Sampling process and sample size
Plan of data analysis Stage 4: Field Work or Data Collection Data collection involves a field force or staff that operates either in the field, as in the case of personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing), or through mail (traditional mail and mail panel surveys with pre-recruited households). Proper selection, training, supervision, and evaluation of the field force help minimize data-collection errors.
Stage 5: Data Preparation and Analysis. Data preparation includes editing, coding, transcription, and verification of data. Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected. Number or letter codes are assigned to represent each response to each question in the questionnaire. The collected data from the questionnaires are transcribed or key-punched on to magnetic tape, or disks or input directly into the computer. Verification ensures that the ata from the original questionnaires have been accurately transcribed, while data analysis, guided by the plan of data analysis, gives meaning to the data that have been collected. Univariate techniques are used for analyzing data when there is a single measurement of each element or unit in the sample, or, if there are several measurements of each element are analyzed in isolation. On the other hand, multivariate techniques are used for analyzing data when there are two or more measurements on each element and the variables are analyzed simultaneously.
Stage 6: Report Preparation and Presentation. The entire project should be documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and present the results and the major findings. The findings should be presented in a comprehensible format so that they can be readily used in the decision making process. In addition, an oral presentation should be made to management using tables, figures, and graphs to enhance clarity and impact.
For these reasons, interviews with experts are more useful in conducting marketing research for industrial firms and for products of a technical nature, where it is relatively easy to identify and approach the experts. This method is also helpful in situations where little information is available from other sources, as in the case of radically new products. 1. 4 Marketing plan and its essence. A Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s). It can be for a product or service, a brand, or a product line.
It can cover one year (referred to as an annual marketing plan), or cover up to 5 years. A marketing plan may be part of an overall business plan. A complete, written marketing plan contains seven main components: 1. Market research and analysis: The first component of a marketing plan allows you to gather pertinent information about the potential market for your product(s) and/or service(s), evaluate strengths and weaknesses, and identify a target audience. 2. Marketing and financial goals and objectives: This component of a marketing plan consists of defining your marketing and financial goals and objectives.
The goals and objectives will help you focus and evaluate your marketing efforts. 3. Marketing mix: The marketing mix component of a marketing plan describes the specific strategies you will implement to reach your target audience, entice the target audience to spend their money, and create a desire in them to return to your enterprise. Strategies covering the 4 P’s of marketing (product, price, place, and promotion) are developed. 4. Marketing budget: This component of a marketing plan consists of developing a marketing budget, which will allow you to plan for marketing expenditures. . Monitoring and evaluating market response: This component of a marketing plan describes the strategies you will use to monitor and evaluate the market response to your marketing strategies. Evaluating the effectiveness of your marketing plan will allow you to make adjustments to meet your goals. 6. Contingency plan: The contingency plan describes possible adjustments to make to your strategies if your marketing tactics are more or less effective than originally planned. 7. Marketing plan checklist: The final component of your marketing plan is a marketing plan checklist.
This checklist allows you to summarize the tasks that need to be accomplished to put your plan into action. 1. 5 Marketing techniques. 1. 5. 1 Marketing techniques in general. A marketing strategy is an overall marketing plan designed to meet the needs and requirements of customers. [3, p. 135] The plan should be based on clear objectives. A number of techniques will then be employed to make sure that the marketing plan is effectively delivered. Marketing techniques are the tools used by the marketing department. The marketing department will set out to identify the most appropriate techniques to employ in order to make profits.
These marketing techniques include public relations, trade and consumer promotions, point-of-sale materials, editorial, publicity and sales literature. Table1 – Three stages of marketing techniques [pic] Market research enables the organization to identify the most appropriate marketing mix. The mix should consist of: the right product sold at the right price in the right place using the most suitable promotional techniques To create the right marketing mix, marketers have to ensure the following: The product has to have the right features – for example, it must look good and work well. The price must be right.
Consumers will need to buy in large numbers to produce a stable profit. The goods must be in ‘the right place at the right time’. Making sure that the goods arrive when and where they are wanted is an important operation. The target group needs to be aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output. Finally techniques need to be applied to monitor the success of marketing activity. For example when carrying out advertising it is helpful to track consumer awareness of the adverts and their messages.
Evaluation can also take the place of other aspects of the marketing mix e. g. which distribution channels were most effective? Was the chosen price the right one? 1. 5. 2 Business behavior: marketing Today businesses have an increasing market focus. If organizations are to serve the needs of their customers they need to be structured in such a way as to identify and meet customer requirements. Businesses therefore need to behave in such a way that they recognize the needs of the customer. A company prospers best when everyone in it believes that success depends on the excellence of his or her contribution.
Short-term decisions made several times a day by individuals determine the quality of that day’s work. The governing principle should be that everybody has a customer – either outside the company (the traditional ‘customer’) or inside the company (the internal customer). Both kinds of customers expect to be supplied with the product or service they need, on time and as specified. The principle holds good for everyone in the company, whatever their level of skill and experience, whether their ‘product’ is answering a phonecall in a helpful way or masterminding a major new project. It works to everyone’s benefit.
It gives the individual genuine responsibility and scope for initiative and it virtually guarantees that the company’s performance will be improved. However, individual behaviors will only match the organization objective of being customer focused if the right sorts of structures are created. Hence the importance of developing structures such as team working and empowering employees to make decisions rather than be told what to do. Modern companies like Travis Perkins (builders merchants), and Argos (catalogue retailer) have recognized the importance of team working in motivating employees and in providing close links to the consumer.
By encouraging staff to listen to consumers these organizations are best placed to provide the products and the services that ensure ongoing business success. Empowerment is the process of giving increased power and responsibility to employees at all levels within an organization. It involves placing more trust in them. Decentralization is the process of handing down power from the corporate centre (e. g. Head Office) to the various parts of the organization. [3, p. 164] 1. 5. 3 Advertising, promotion, packaging and branding
Advertising, promotion, packaging and branding are important marketing tools which are used to make products and services more desirable and hence increase sales and profits. Any form of publicity is advertising. There are two main forms of advertising although in practice the two are inter-related. The informational aspect of advertising involves providing information about products, services, or about important issues. For example, the government provides information about the dangers of cigarette smoking, which is an example of informative advertising.
Persuasive advertising goes further and uses a persuasive message, for example by: showing a famous personality (e. g. Gary Lineker) using the product comparing the advantages of one product with another using sex appeal  There are a number of processes involved in producing effective advertising, including: identifying the most appropriate market segments to target the advertising choosing the best possible media, e. g. television, radio, posters etc projecting the right message in the adverts getting the timing of the advertisements right racking the effectiveness of the advertising, e. g. checking to see how many people can recall the advert and its message. Advertising is just one way of promoting a product. Promotion is the business of communicating with customers. There are number of ways of promoting products and services, including: in-store promotion e. g. giving away free samples in a supermarket publicity in the media, competitions, and sponsorship PR – public relations activities – i. e. presenting the public image of a company to a wide audience presenting products in attractive packaging reating an attractive brand for a product. 1. 5. 4 Sponsorship Packaging typically refers to the material in which a product is packed – or more specifically, the surface design on the material. However, a wider definition includes all the various aspects of presenting a product – e. g. the shape size and appearance of the packaging, color and design, the convenience of using the packaging etc. A brand is a product with a unique, consistent and well recognized character. The branding of the product therefore involves projecting and developing this character.
The uniqueness can come either from an actual product or from its image – usually created by its manufacturer through advertising and packaging. The consistency comes mainly from the consistence of its quality and performance, but it also reflects the consistency of the advertising and packaging. A brand is well-recognized because it has been around for a long time. It takes years to develop a brand. Shell has spent over a hundred years developing its brand image through the well known Shell pecten, the registered trade mark of the Shell Group of Companies that has been serving Shell well for the last 100 years..
Audi is associated with its easily recognized four rings logo. McDonald’s is associated with its twin arches. Sponsorship is an important way of promoting the name of an organization. Many sports and arts organizations rely on support from sponsors. For example Vodafone is a major sponsor of Manchester United Football Club, and Bic sponsored Martin Johnson the England World Cup rugby captain. In return for sponsorship of a sports club or art event the name of the sponsor will be mentioned prominently on advertising hoardings, publicity materials, program and other literature associated with the club or event.
The term ‘above-the-line’ advertising and promotion refers to media such as TV, radio and press, for which commission is paid to an advertising agency. ‘Below-the-line’ comprises all media and promotional techniques for which fees are paid in preference to commissions – these might include exhibitions, sales literature and direct mail. [3, p 185] 1. 6 Types of marketing strategies Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. [5, p. 78]
Every marketing strategy is unique, but if we abstract from the individualizing details, each can be reduced into a generic marketing strategy. There are a number of ways of categorizing these generic strategies. A brief description of the most common categorizing schemes is presented below: 1. Strategies based on market dominance – In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are three types of market dominance strategies: Leader Challenger Follower 2. Porter generic strategies – strategy on the dimensions of strategic scope and strategic strength.
Strategic scope refers to the market penetration while strategic strength refers to the firm’s sustainable competitive advantage. Cost leadership Product differentiation Market segmentation [6, p. 93] 3. Innovation strategies – These strategies deal with the firm’s rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: Pioneers Close followers Late followers [6, p. 95] 4. Growth strategies – In this scheme we ask the question, “How should the firm grow? ”.
There are a number of different ways of answering that question, but the most common gives four answers: Horizontal integration Vertical integration Diversification Intensification [6,p. 96] 5. A more detailed scheme uses the categories: Prospector Analyzer Defender Reactor 6. Marketing warfare strategies/Warfare based strategies- This scheme draws parallels between marketing strategies and military strategies. [6, p. 96] Marketing Budget. A marketing budget is an estimate of projected costs to market your products or services. A typical marketing budget will take into account all marketing costs e. g. arketing communications, salaries for marketing managers, cost of office space etc. However much of the budget is concerned with marketing communications e. g. public relations, website, advertising, etc. Both are considered here. The costs in a marketing budget will be allocated according to the campaign and the media to be utilized. Some prior research will be necessary for the cost estimates to be as realistic as possible. This is called advertising or marketing communications research. Helpful Pre-budgeting Research 1. Industry and Market Research 2. Competitor Analysis/SWOT 3. Internal marketing performance records e. . marketing metrics, marketing controls. 4. Marketing Audit. Knowledge of key industry and market factors must be taken into account when developing your marketing plan. Your plan will also be influenced by researching your competition. You will want to allot funding in a way that exploits the weaknesses of your competitors and emphasizes your strengths. Other information that can guide your spending plan is found in your internal records. What advertising expenditures have proven successful for your business? For example, you can review internal records and determine the return on investment of your advertising dollars.
A periodic examination of the performance of these records may lead you to drop certain media that have not proven fruitful. Typical general marketing expenses: Advertising agency commissions Salaries for marketing managers Salaries for marketing support e. g. marketing assistants. Office space Fixtures and fittings Travel costs Other direct and indirect marketing costs, including marketing communications costs (see below). Typical marketing communications costs: Personal Selling Public Relations Printing Mailing Website Development & Hosting Brochure Design Advertising Television Advertising Radio Advertising
Direct Marketing Newspaper Advertising Proposal Development/bid submittal Networking Event Attendance Sales Promotion Many other marketing communications tools. Marketing budgets ensure that your marketing plan or campaign is realistically budgeted. Some pre-budget research into your industry and market, your competitors and your business’s historical marketing metrics helps marketing managers make a more informed calculation. You should cost out all general marketing and marketing communications expenses. You could also work in conjunction with an accountant to make sure that the figures are complete and realistic. . 7 The system of marketing control. Marketing control is the process of monitoring the proposed plans as they proceed and adjusting where necessary. [7, p. 358] If an objective states where you want to be and the plan sets out a road map to your destination, then control tells you if you are on the right route or if you have arrived at your destination. Control involves measurement, evaluation, and monitoring. Resources are scarce and costly so it is important to control marketing plans. Control involves setting standards. The marketing manager will than compare actual progress against the standards.
Corrective action (if any) is then taken. If corrective action is taken, an investigation will also need to be undertaken to establish precisely why the difference occurred. Table 2 – The process of marketing control [7, p. 360] [pic] There are many approaches to control: Market share analysis. Sales analysis. Quality controls. Budgets. Ratio analysis. Marketing research. Marketing information systems (MkIS). Feedback from customers’ satisfaction surveys. Cash flow statements. Customer Relationship Management (CRM) systems. Sales per thousand customers, per factory, by segment.
Location of buyers and potential buyers. Activities of competitors to aspects of your plan. Distributor support. Performance of any promotional activities. Market reaction/acceptance to pricing polices. Service levels. Also, this process assists the marketing managers by guiding their marketing efforts within parameters established by the environment and internal resources. The control function should be placed on high importance, as it does not only control and evaluate activity, but it assists managers in developing their skills in order to provide sound management of this function.
The proven objectives and purposes of the plan are as follows: It ensures that the chosen sphere of marketing activities is optimal for the company. Assists in measuring customer satisfaction. Ensures that the marketing objectives set forth by the company during the planning stage are achieved. Re-evaluates objectives and the marketing performance. Evaluates the level of adoption of the marketing concept within the marketing function and other functions at the company. Tests new services, new advertising and promotional campaigns, etc. Explains why success was not achieved and suggests methods for avoiding future failures.
Helps to identify the individuals responsible for success or failure of the marketing plan. Assists in modifying individual behavior within the organization. Develops a better understanding of the various marketing activities and the influence of the marketing mix variables on such activities. Helps marketing managers develop a capacity to establish forecasts and evaluate existing programs and future marketing plans. Control is of major importance for the success of marketing productivity. The work program is designed to assist Management in keeping the Bank on the course to success is detailed in the following table: Table 3 – Controls Chart Activity |Performed by |Date / Frequency | |Complete Performance evaluation of sales staff|Marketing Manager |Annually | |Review salaries and other incentives of the |Marketing Manager |Annually | |sales staff | | | |Measure financial results against projections |Marketing Manager / Accountant |Monthly / Quarterly / Annually | |Carry out survey to determine customers’ |Internal Audit |Annually | |satisfaction with the product and the service | | | |quality. | | |Diagnose any gap / shortfall to identify the |Internal Audit |As necessary | |causes for such gap / shortfall and recommend | | | |corrective measures | | | |Take corrective action |Marketing Manager |As necessary | Chapter 2. DESCRIPTION OF THE LIBRARY OF ZHAMBIL AND INCREASING OF DEMAND THROUGH MARKETING PLAN. 2. 1 Executive Summary The value of public libraries is immeasurable. Public Library of Zhambil offers highly valued, heavily utilized and successful collections, services, programs and activities. However, unfortunately, in our time, the library does not have widespread popularity among the younger generation. In my opinion, libraries in our modern society need some promotions and actions in order to be closer to people. Marketing investigation included in marketing plan are the best way to solve the problem of low demand.
The success of the library will be built on the ongoing development and monitoring of collections, programs, services and importantly staff based upon always listening to and researching the needs and demands of local community and customers. The Public Library of Zhambil Marketing Plan encapsulates the sector and community knowledge with particular focus on: Building and maintaining up-to-date collections; Providing access to information from around the world; Providing access to technology and internet; By delivering education programs for all target groups Establishing stronger relationships with key stakeholders, including local schools and community groups; Understanding and planning resource needs (financial and human)
Obtaining and utilizing user and non-user feedback, evaluation and survey information/research to improve responsiveness and inform forward planning. 2. 2 Situation Analysis Public Library of Zhambil has just featured in the press as a reputable, quality public Library service. There has been an increased interest in the community in its collections, education programs, online resources, and information services. Currently, traditional library services are widely available to the public, but there has been a call for more education programs and online resources. Therefore, library should take advantage of this current popularity to grow in funding and in community usage. 2. 3 Market Summary
The Library is experiencing growth in interest in public library services from the community and the current trend in education programs, online database and internet use. Also our demographics are widening and are encompassing more and more people from different life styles and backgrounds. There is definitely an opportunity here to be seized. 2. 3. 1 Target Markets Table 4 – Changing of amount of library customers during 2007-2011 years. |Market Analysis (Example) | |Potential Customers |Growth | 2. 3. 2Market Geographic
As a library service it doesn’t have the flexibility to offer all its services outside our local government area. However by developing, Improving and marketing its services library has the ability to both grow our community usage and to attract customers from outside our area. 2. 3. 3 Market Demographics Most people go to the public library to use or borrow from the collections for study or recreational purposes. Since other options are available for accessing collection materials i. e. other libraries, bookshops, online, an existing library user is not a hard sell. They want to be there. They have made a conscious choice about how they wish to access books etc.
These people can be anyone – library’s core services are free and its demographic data indicates that it attracts a wide cross section of customers with sizeable numbers of students, parents, children, young adults and seniors. Last survey confirmed that more than 85% of Public Library’s current customers: Placed a high value on free public library access; Viewed the library as a place where they could improve their educations and minds; Considered collections to be the most important factor and; Considered technology and online access of growing importance. 2. 3. 4 Market Behaviors Library customers are loyal and they will visit on average once a month.
Students, however, want more and more access for study and education programming to enhance their school; College and University studies and their visitation rates are on average twice per week during semester times. Growth in demand for ‘Culturally and Linguistically Diverse’ (CALD) programming has also seen an increase in frequency and type of use e. g. Adult CALD customers have moved from being largely a ‘borrower’ group to also attending CALD education and recreation programs. Other market behavior changes to note and monitor are: Growth in 55+ user group; Growing demand for more services to be accessed remotely via home/business computers;
Growth in usage and demand for curriculum based education programs, self-help programs and health programs; and Growing demand for an increase in branch opening hours. 2. 3. 5 Market Needs and Demands The value of public library services is immeasurable. The WPLS offers a wide variety of cross-target group services and programs to members and non-members including physical collections, online resources, study and reading spaces, children’s and youth activities and self-growth and education programs, for example: Programs for students are largely secondary school based with particular focus on achieving better results in the Higher School Certificate.
Programs for adults (including CALD – Cultural and Linguistic Diverse) are largely self-help with particular emphasis on technology, parenting, health and literacy. The market also has the following needs and demands (as determined from demographic analysis, annual survey results, program evaluations and customer suggestions: Table 5 – Needs and demands of library customer market. |Needs |Demands | |Development of new CALD collection |Increase in branch weekend opening hours i. e. all day Saturday| |Expand education program and collections to reflect issues |Remote access to online databases | |affecting the community i. e. | |Caring for the Environment | | |Personal safety | | |Internet safety | | |Small Business | | |Retirement planning | | | |More publicly available PCs for internet and word processing | 2. 3. 6 Market Trends The trend in public libraries is towards breaking traditions and discovering new ways to deliver services while still maintaining traditional core services. For example, customers expect both a traditional reference collection (monographs and serials) and access to online resources. There is also a growth in customer expectation that a reference query can be submitted at any time via the web. 2. 3. 7 Market Growth The market trends discussed in the previous topic point toward a market growth currently estimated at 30% for the next two years.
Library’s executives would like to take advantage of this and try to create growth in its membership by at least 25% by expanding its programs, and by matching collections and accessibility better to needs and demands. 2. 4 SWOT Analysis 2. 4. 1 Strengths Dedication of staff and management Creativity of staff members A cooperative work environment Members are satisfied overall with services, programs and collections (high satisfaction rates). Administratively efficient. Offer affordable value-added services. Support of senior management and Councilors. Venue size 2. 4. 2 Weaknesses Limited number of professional and para-professional staff. Labor intensive processes. Limited number of staff trained to be trainers. Limited promotions expertise. Limited hours of operation. Limited public access technology. Limited financial resources. 2. 4. Opportunities Local Press/Media. Partnership with local schools. Partnership with local community groups. RFID and other enabling technologies Closeness to major public transport hub and schools. Cooperative and complementary projects, services and programs with surrounding Council library services Programs facilitated by individuals, groups and entities for the community at the library. Outsourcing selected services or operations 2. 4. 4 Threats Unsuccessful grant applications. Reduction in capital funding allocations for materials. Competitive experiences i. e. services and programs offered by other library services. Ageing infrastructure.
Shortage of specialist library professionals creating a very competitive job market. 2. 5 Alternative Providers Other public libraries offer similar or same services, however opportunity exists to develop niche services such as child care (creche); coffee shop/cart; and wireless internet ‘hotspot’ access for customers. Other public libraries offer a similar breakdown of collections by type and target grouping. Public Library of Zhambil has on average a stock that is more up to date and with greater turnover than most neighboring services with the added bonus of a larger CALD collection. Services and programs Include: Lending Reference Children’s Youth Local Studies/Family History Corporate Tutoring/Homework Help
Study facilities and rooms Education Programs Home Library Service Copying Service Venue Hire Internet / Public Access Technology 2. 6 Keys to Success The following we consider to be our keys to success: Qualified, experienced and committed staff. Supportive executive and councilors. Large meeting/seminar rooms. Funding to support collections (consistent over many years). Volunteers. 2. 7 Critical Issues Library has a solid foundation of dedicated staff that makes things happen, but its business depends on their ability to be able to undertake both core and value-added activities. Time commitments have taken their toll on staff and the risk of ‘burn out’ is high.
Managing customer expectations is also a critical issue as today’s library patron is less patient and often more demanding of staff time. Other critical issues include: Insufficient floor space for adequate target group and activity separation e. g. youth dominating study space making it difficult for other groups such as adults to access reference services. Ageing infrastructure i. e. building needs major renovation and redesign to meet today and tomorrows expectations. Technology control i. e. labor intensive and overly hands on for staff. Insufficient technology access i. e. demand outstrips availability by 30% on average. 2. 8 Marketing Strategy The Public Library of Zhambil has a talented pool of staff to draw from.
They plan to use their combined effort to: Establish a stronger relationship with their local community, community groups, schools, other education providers, neighboring library services; Develop an organizational resource plan – both financial and human resources to better inform their Council and to increase their ability to receive more funding; Develop and re-develop new and existing programs and activities; Develop and manage their collections They will achieve these strategies by: Undertaking (regular) reviews of services, programs and collections; Regular survey of customer and other stakeholder needs; Developing accurate and monitored collection profiles;
Update and monitor the Library’s Collection Management Policy; Development of a customer service charter and service level agreements. Library’s strategies are based on the concept that Quality performance generates repeat usage. 2. 8. 1 Mission Public Library of Zhambil was created to bring reading and literacy, information, education and technology access to people from all life style. It is dedicated to and play a leadership role in, bringing quality services, collections; self-growth and social wellbeing to our community. 2. 8. 2 Marketing Objectives Increase the usage and membership by at least 25%. Develop promotional packages for all services, collections and programs.
Increase attendance at library activities and programs by 25% over the next 12 months. Formalize relationships with local education providers – schools, colleges and universities. Meet regularly with State Library of Public Library Consultants for information exchange and advice. 2. 8. 3 Financial Objectives Library Institution’s financial objectives include the following: Increase its marketing funding by 50% over the next two financial years. Increase capital funding by 5% in next years budget and at least 5% each year after that. Seek Grant funding for service development purposes – in line with marketing and business plan objectives and strategies. 2. 9 Target Markets
They are targeting a general audience that consists of adults, children, young adults and seniors target groups with an interest in reading, study, technology access and self-improvement. They are also targeting parents of children from the ages of 5 to 16 for activities, programs and after-school programs. Other target markets for them include teachers and other educators from all levels of education (They offer a vital and valuable service for their students and heavily support their curriculum needs. ). 2. 10 Positioning A service for all sections of the community who value access to information and recreational resources; reading; self-education and other programs and activities; study etc including: Table 6 – Zhambil library’s customer categories Adults |Parents | |Children |CALD | |Teenagers / Young Adults |Business (including Council) | |Seniors |Students and Educators | The Public Library of Zhambil service provides this via its widely acclaimed, innovative and popular services, collections, programs and a dedicated staff. 2. 11 Strategy Table 7 – Strategy focused on partnership and alliances and necessary actions to implement it Strategy 1: | |Partnerships and Alliances | |Strengthen their relationship with schools and other educational institutions | |Tactics: | |Connect with school administration/Principals | |Contact and communication with teachers/lecturers | |Connect with foreign libraries in order to borrow methods of management within the institution/share information/benchmarking | |Actions to implement our tactics: | |Host a library management and school principal’s forum (include lunch) bi-annually | |Host regular meetings (including morning and/or afternoon teas) for teachers with specialist library staff | |Seek invitations to attend any forums or meetings as appropriate at schools, colleges and universities | Table 8 – Strategy focused on involvement of celebrities and necessary actions to implement it Strategy 2: | |Involvement of celebrities | |Strengthen their relationship with celebrities for organizing together non-profit actions of support and development of | |libraries | |Tactics: | |1. Connect with representatives of the most popular and authoritative people. | |2. Disseminate information on the need to promote libraries by the outstanding personalities to attract the younger generation| |on the Internet. | |3.
Enlist the support of government for providing such kind of activities. | |Actions to implement our tactics: | |Host a library management and school principal’s forum (include lunch) bi-annually | |Host regular meetings (including morning and/or afternoon teas) for all willing to help with specialist library staff | |Seek invitations to attract young generation revive interest in literature | Controls The implementation of their strategies and actions will be constantly monitored and reported to ensure Public Library maintains control over all processes.
This will allow them to constructively ‘fine tune’ their actions and help avoid poor performance. It will also provide a means of reassessing their priorities and importantly help prevent wasting limited resources. Expected performance versus actual performance will be monitored and include: Quantitative measures: Level of activity, including trending to determine growth or otherwise based on plan strategies and actions i. e. increased attendance at programs; membership growth, turnover of stock etc Staff time allocated versus staff actual. Revenue and Expenditure comparisons (where there is a revenue component their aim will be to be at least cost neutral)
Qualitative Measures Exit Interviews and Evaluations Surveys Comparative data from other library services Accountability monitoring (staff/team ability or inability to meet performance targets) Team meetings/feedback sessions 2. 12 Implementation The quality and quantity controls given above will enable library managers to detect any plan ‘blockages’ and to take meaningful and effective remedial action. It is important to note that along with customer feedback Library’s management will ensure that all levels of staff within the organization are consulted and/or given opportunities to provide feedback on their progress and suggested improvements.
The management and Council place a high value on the views and expertise of its staff. 2. 12. 1 Marketing and Promotions Team The Library’s marketing and promotions team which will oversee the implementation of the plan will consist of the Library Manager, two (2) stakeholders, three (3) senior staff and one (1) representative from each level of the library service. They have divided responsibilities based on skill and have initially planned to hold weekly meetings (a meeting schedule will be developed after implementation commences based on need and availability of team members) to discuss progress and budget. All issues must be agreed upon fully before implementation. 2. 13 Contingency Planning
The worst-case scenario is that they have to be prepared for a cut in next year’s budget or cut backs within the current or next years budget due to poor Council wide quarterly financial review results. This places great importance on increasing their revenue and on strategy based grant applications and sponsorship. Public Library of Zhambil also needs to be prepared for staff turn over (especially specialist staff) due to the current global shortage of specialist staff and the resulting competitive market. Staff succession planning is crucial and as such it will be important to get full involvement from all staff so a strategies success doesn’t rest entirely on the shoulders of any one given person.
In order to assure that they continue the marketing programs, they must establish relationships with local businesses (like the local newspaper, chamber of commerce) in order to cover greater amount of population and inform them about changes and enrichment of the library. Chapter 3. IMPROVEMENT OF MARKETING MANAGEMENT ACTIVITIES AND SUGGESTIONS FOR THE ORGANIZATION OF EVENTS In today’s world of innovative technologies, high-speed Internet and access to any kind of information the library losing its popularity day by day. In my opinion only a strong and intense marketing plan and its diligent application may catch interest of today’s youth and attract its attention to the libraries. 3. 1 Organization of library services. Attracting readers to the library.
In order to attract new readers to the library it can hold a slogan, “Bring a Friend! ” Information about its conduct may sound on the local radio and local newspaper. The library must determine its own system of benefits and services to its members. To become a party to the action, you must be a reader of the library and bring someone who is still not a reader. For each involved party to the action gets another benefit – a free night subscription (you can take the free one – two days home a book from the reading room of a unique fund), a two-hour free Internet access or a good book as a gift from the library. The action can be carried out within a month.
Library professionals in the framework of the campaign conducted tours of the library, information, reviews, consultations and literature review of the most interesting publications of recent issues of journals. To attract the attention of readers to the library to help other campaign “The best book of our time. ” During the month, readers should cast their votes for “the best of the best” book. The library must have installed cabinets for voting. A month later, the counting of votes will take place, and the next day, it is best to live – a raffle. Of the three proposed options to guess the best book of our time, readers should choose one among them. 3. 2 The content and organization of work with readers.
This subsection of the plan should distinguish between a well-organized book collection library, a rich meta-information environment, easy-to-use reference – bibliographic apparatus and high culture to meet readers’ queries. This section is worth looking at individual readers and maintains those activities that promote books and establishing warm contacts between the librarian and the user. For the librarian it is very important to have personal communication skills, ability to communicate with readers, because the library is a center of communication between users with professionally trained personnel. 3. 2. 1 Questionnaire “Readership Libraries Conduct survey of readers on the subject matter of reading reviews about the quality of library services. An example may serve the following forms: Dear reader!
The staff of our library considers it a priority to improve the quality of services and improved working conditions for the readers. Organization of services to readers inevitably gives rise to certain problems for readers and library staff. We ask you to take part in the survey, conducted in order to improve service. Your opinion will make the necessary changes and take into account your needs and requests. Most of the proposed questions include answers. Check those that match your opinion. If you were not satisfied with any of the options please write your own idea. Thank you for your participation! 1. Your reader’s experience in library is __less than a year • 1 to 3 years • From 3 to 5 years • From 5 to 10 years • More than 10 years • How – the way 2.
If you are visiting other libraries, name them, _________________ 3. How often do you visit our library (check only one) • Almost every day • Several times a week • As a rule, once a week • Several times a month • Several times a year • How – what else (if you have recently visited the regime has changed, please indicate) ______________________________________ 4. Today in the library you usually need: • find a specific document (book, article, etc. ); • identify all the literature on the narrow topic; • familiar with the basic literature on the subject; • find factual information; • read the new literature; • use the Internet; • Other _________________________. 5.
For what field of knowledge, mainly related to your reading interests • Natural Sciences • Technology • Medicine • Social and Economic Sciences • Literature and Art • Other _________________________. To ensure the preservation of the libraries of the aura of spirituality to help these non-standard forms of work with readers: “Corner of the library news” It contains information on significant dates for the calendar, the latest updates to periodicals, congratulations to the library readers, polite requests in debt, thanks to active donors and participants share support libraries, announcements of support for the stock itself, and so on. “Bank of readers’ ideas” Beautifully and carefully assembled box ith the words (can be arranged in the shape of a cube), which rush to the written wishes that the readers would like to see in the library: what the exhibition, with a review of how to meet, to hear about any updates, what action should be to the library, advice on the design of a more interesting season ticket and so on. Stand, “Our opinion”. Here are placed opinions from readers about the culture of service and quality satisfaction, suggestions for improving the work of librarians and a quick search for sources, which would like to see the books in the library, and so on. “Book reader reviews,” in which readers write reviews of books read, recommend interesting to read others, and what are advised not to take and explain why. This may be a file “Read yourself – share with a friend. Only here the opinions are expressed on the cards and are arranged in alphabetical order of authors of books. Job of clubs’ “Life to Book” and “Library Board”. Members of the group “Life to Book” restoring books, repairing dilapidated. Circle “Library Board”: it helps in dealing with debtors, the book serves to house the elderly and disabled, is conducting a survey of readers, questioning, communicates with the public, provides information on library events and news references. You can begin to produce a library of the newspaper, “I was born gifted,” which placed the creative publishing literary works of the readers and the winners’ first attempt at writing.
In order to search for extra-budgetary sources of acquisition fund to start a charity box “Support the library” (more profitable to put a glass version) and to conduct individual interviews with each user for financial contributions. To continuously support the library Actions to replenish the regular book fund innovations literature. Conduct a “Lottery for the drawing of the first 100 numbers of readers ticket” during the re-readers. One method of solving the problem of anti-debt readers to choose a reward for the timely return of books. 3. 3Working with the readers and customers In this section I outline activities in key areas of work. They are:
The historical trend (historical themes, the political situation in the country, the Day of the Constitution, Civil Defense and Emergency Situations, world events, international relations, etc. ). Patriotic education (military theme for the Day of Defenders of the country, Day of National Unity, Independence Day of Kazakhstan) Study of local lore. Religion. Spirituality. Morality. (Study of Religious Problems can be carried out in order to best meet the spiritual needs of the population. Inclusion of religious – educational programs and activities in the plan of the library may, if they are informative in nature and not accompanied by a commission of religious observance. ) Ecological direction (natural science topics).
The moral direction (pedagogy, ethics, culture of behavior, to the International Children’s Day, the Day of Knowledge, Teacher’s Day, the Day of an elderly person, the 8th of March, Mother’s Day, the International Day of Persons with Disabilities) • Healthy lifestyle (the formation of the readers plants on healthy lifestyles and prevention of antisocial phenomena – homelessness, alcoholism, drug abuse and crime among teenagers). • Charity. • Vocational guidance. Socialization of the individual. • Promotion of books and reading (a form of work with literature, reading programs for creative writers, children’s book week. ) • The aesthetic direction (the art and sport activities for the New Year) For reference – bibliographic and information services to users. • Clubs and associations of interest. The practice works with readers brings to life a sufficient number of informative events. Vigorously in response to the needs, taking into account the interests of readers in the libraries are new, innovative forms of work. Evidence of increased creativity, professionalism, innovative librarians is the following forms: • BIBLIOGUIDE “A thousand pages of the wisdom” Information review of new products, and encyclopedic reference books. Literary racing “The Great Book Road” (for seniors) The summer reading for teens more time and opportunities.
Libraries do not have a vacation and, therefore, willing to provide their own unique assets available to readers. At the beginning of June, given the literary race start, which will conclude in late August, summarizing, and identifying the winner. Library forms the team of readers. Race must go to 5 genres: classic, detective, adventure, fantasy and history. In each genre will be asked a librarian consistently to each participant six races of questions. Total 30 questions. Finding an answer to a question, the reader must come to the library and give your answer. • Marathon of cultural events. The busiest month of cultural events and memorable dates – May.
During this period, from May 9 to June 6, you can spend a whole series of events under the name “Marathon of cultural events. ” In his program can enter a one-day youth festival of the book “Without a good book hardens the soul,” which is held in conjunction with the committee on youth policy area (cities, villages). The aim of the festival – to raise interest in reading among young people. Survey conducted “in my book of life” among high school students to study readers’ needs and motives of reading. Results of the study made public at the opening ceremony of the festival. Pre-announced an essay contest “My favorite book is” aimed – promote reading among young people – to coincide with the festival.
Winners of essay contest “My favorite book is” awarded with diplomas and prizes at the opening ceremony of the festival. For all who came that day in the library, the festival begins in the lobby, where guests are greeted favorite literary characters. Festival will finish the action “Read all”. The organizers, guests, participants of the event go to the streets with leaflets calling for reading, and a list of the most widely read books of the year. «Feast of bibliographic discoveries. ” Carried out to develop a range of new forms of work. His program will allow the reader to provide information about information – bibliographic resource library, to acquaint with the sources of information on the interest of their publications.
Program: 1. Exhibition – Retrospective “Refer to the bibliographer” (based on the archive made ?? inquiries). 2. Inform – release of “What to read about famous Kazakhstani” (presentation of reference books on the history of Kazakhstan). 3. Bibliographic game “Riddle of Russian and Kazakh words” (a dictionary of the Russian and Kazakh language). 4. Game – Competition “Do you know the history of painting? ” (Presentation CD – ROM – encyclopedias on art). 5. Kaleidoscope interesting facts, “What kept secret catalogs? ” 6. Presentation of magazine “New Literary Review”. 7. Bibliographic poster “Who? Where? When? “(Reference books library). Book Auction