There is a separate department in an organization, the marketing unit, which deals with marketing. This department is also responsible for establishing proper reporting relationships and ensuring that the organization has adequate resources. Marketing includes a whole range of functions, from low to high. The main focus should be on gaining more insight into the needs of customers in order to serve them well. The marketing role is related to the responsibilities and functions that the marketing department/unit is supposed to manage to optimize the presence, lead generation, market demand and sales of an organization or brand.

The marketing department may consist of marketing researchers, sales representatives, advertising managers, pricing specialists, customer service representatives, and product managers.

What is Marketing?

Talking about marketing is the combination of efforts that the marketing department makes to create, communicate, deliver and exchange value propositions. It is solely about creating value for the organization’s customers, clients, society and partners. The purpose of all this is to identify and satisfy customers to retain them. “The customer is king” is the principle that everyone in the marketing department should live by. For large organizations, marketing is a visible component and accounts for a significant share of costs. However, in organizations operating in a regulated environment, marketing may not play a central role. Some people’s assumptions are that because their business is small, they can advertise without a clear definition of marketing strategies, which is a completely wrong idea. In an active business, there are no small parts, only small operators. Also, there is no small advertising program in this space. In other words, it can be said that: the size, budget and scope of a business’s activities are not important and advertising investments are always big.

One of the main goals of the advertising agency is to provide consulting, planning and advertising budgeting.

 

 

The Purpose of a Marketing Strategy

Marketing involves taking on certain responsibilities. The first thing is to understand the competitive and economic environment, the industry in which the organization operates.

It is necessary to do market segmentation and if needed, target the audience with appropriate marketing strategies. At this point, what is most useful is the market research that has been done so far. After developing the products, it is necessary to review the customer experience. In addition, it is ideal to conduct a SWOT analysis so that the organization can devise ways to gain a competitive advantage in the market. The future is uncertain, but it is unwise to face it without planning. Therefore, an organization should plan and implement it in the best possible way. Finally, systems must be developed to monitor and manage the organization’s progress. The concept of customer lifetime value comes into play when creating a strong bond with a customer through a marketing campaign. It is about calculating how much profit an organization makes from its customers. Organizations likely have customers with very low customer lifetime value associated with continuity. Effective marketing methods can help them to move many of their customers to the highest level of this chain.

To communicate with the customer in a successful marketing, consider the following steps:

Step 1 – Identify Your Target Customers

• At this stage, an organization must determine its target audience. Anyone with high customer lifetime value should be part of the target market.
• The next step is to understand and learn the demands of customers.
• The organization is then supposed to increase awareness of its products and services so that there is some growth in demand.
• It can help new business.

 

Step 2 – Design a Specific Marketing Strategy and Follow Through On It

Advertising chaos occurs due to factors such as the repetition and number of advertisements in the media, suggestions from friends, charms and emotional behaviors that usually cause damage to the business.

Every business, regardless of the volume of its activities, needs a planned approach to its marketing campaigns to support its goals and create prosperity and prosperity in its operations.

The key elements for designing a coherent program are:

Analysis of situations that includes market data, information and customer performance and their competitive assessment; assessing problems and weaknesses along with opportunities and strengths: General review of the company’s business and financial goals: Establishing purpose, strategy and rationale for money spent on advertising.

Step 3 – Create a Unique User Account

You need to differentiate your business from competing sellers by selling your product in an effective, memorable and believable way. Then get consistent and specific information in all areas of your business and performance. Establishing a strong position is the heart of a creative and effective advertising strategy, but only if these ads are meaningful and memorable. Also, the main element of positioning in advertising is its believability. In other words, a bigger claim will create more distrust.

Step 4- Focus on Customer Benefits

It doesn’t matter what you sell, what matters is the needs of the customers. Even if this need has not yet arisen for customers; your advertising focus does not end when you create commercials, print advertising brochures, advertise on the net, but this is just the beginning. For example, some home furniture manufacturers emphasize the durability of their products to advertise the quality of raw materials and the structure of their products, but we believe that to design advertisements in this business environment, the promise of a sweet sleep will be much more effective. (Certainly, customers are looking for good products at fair prices, but trying to get customers’ attention in the first step is the key point in marketing).

Step 5 – Integration of all Promotional Activities

Take a top-down approach to advertising strategies to get better results than other strategies. Instead of initially focusing on the special components of advertising (the media in which advertisements are published, creative plans, paid costs, the number of customers that will be attracted and the appropriateness of different types of advertisements and advertisements), first focus on business problems. Think that you can have a solution for them. This issue is similar to the (forest and trees) issue. If you focus on their mechanics, you may miss the main goal (which is really important). Make sure that in your advertising plan, all things are collected well and in one cloth and will provide new profits for your business.

(Adopting a top-down approach, i.e. converting print ads to TV and radio ads, mailings to telemarketing, and adding a new sales culture, especially Internet marketing, ensures a consistent look and attitude that makes Any demand for your ads will be recognized as unique).

 

Step 6 – Responsive Performance

Basically, advertising is an experiment. You can never know for sure how your ads will work, so testing your assumptions is essential. Here are some key ways to measure and analyze your ads to help you create ads with positive feedback:

• Creative measures with some basic advertising to respond to acceptable offers and requests that are obtained by preventing different messages.
• Checking the messages of different media that you use
• Examining the demographics and behavior of consumers that you use in your mailing list and telemarketing.
• Examining print and publishing media, each of which practically has countless combinations and variations.

While these tests and preparations may seem complicated and expensive, they are actually much cheaper than what most small businesses do, which is to skip these steps.

Step 7 – Ensuring Customer Satisfaction

• At this stage, an organization should continue to measure customer satisfaction with its products.
• It must track and monitor how its customers’ needs or wants change over time.
• With so much information at hand, he can effectively improve his goodwill. This in turn helps build brand trust and customer trust. As a result, this organization will be able to have a strong fight with its competitors.

Step 8 – Keep Your Customers

• An organization should try to include most of its customer database in the list of loyal customers.
• Must adapt quickly to the changing needs of its customers.

10 The role of marketing strategy in the marketing unit

1. Identifying and meeting the needs and demands of the target markets

Marketers need to find out the needs of the target audience and accordingly, they need to change their marketing strategies to implement a personalized marketing strategy.

2. Expansion of access and market

Businesses use various marketing efforts such as public relations, advertising, promotion, sales, event marketing, etc. to expand the reach of a brand, product, or service in target markets.

3. Optimizing the company’s survival, growth and reputation

The marketing department plays a key role in ensuring customer retention and increasing market share for a brand, so that the brand can have a stable and growth-oriented presence in the market.

4. Choosing the right price

Pricing is a key component of the marketing mix, and marketing strategies must ensure that a product or service is offered to the target market at the right price.

5. Ensuring the provision of improved products

A good product should be well packaged and labeled. The marketing department is supposed to design and manage product offerings.

6. Create tools

The marketing team is also responsible for creating useful tools for the product or service. Marketing strategies talk about the ability of a product or service to satisfy needs or wants by creating strategies related to time, place, information, form, and means of ownership.  

7. Management of different levels of demand

The role of the marketing department is associated with managing different levels of demand, such as: hidden demand, negative demand, reduced demand, no demand, full demand, irregular demand or excess demand.

8. Facing competition

The marketing department is responsible for creating and implementing strategies based on the analysis of competitors’ offers while meeting the needs and wants of consumers.

9. Dealing with social responsibilities

Marketing campaigns, such as social marketing and causal marketing, are integral parts of contemporary marketing roles that carry out social responsibility and channel awareness about key social issues or causes.

10. Channeling economic growth

Marketing campaigns are powerful in creating demand and then channeling manufacturing and distribution activities in response to the demand created. Hence, the marketing unit plays an important role in ensuring economic growth.

7 Functions of a Marketing Department

1. Distribution

An organization should focus on distributing or delivering whatever it produces to its customers. He should choose the distribution channel that is suitable for his product. Most businesses are set up in some urban land to quickly sell their products through the right distribution channel. Even if they want to do business with rural people, they need to develop a proper distribution strategy.

2. Financing

Financing is an important aspect of marketing campaign design. If an organization wants to make its marketing campaign a success, it needs to allocate a significant amount of budget.

3. Market Research

An organization should thoroughly research the target audience. Using the right marketing tools to identify the demographics depending on your product is a great way to start.

4. Pricing

The market research done by the organization early in the startup helps it to price its products. It is important to note that the price point should be set neither too low nor too high.

5. Product Management

No organization can survive without product management. Therefore, it should constantly check the products and make any necessary tweaks.

6. Promotion

An organization should promote the right products in the right place and in the right market. Creating advertising strategies around recent trends is practical.

7. Sales

Selling is a stage that starts with researching the target market to understand the needs of customers; This is the process that forms the basis of marketing.

A Comprehensive Guide to Writing a Sales Plan

Designing a sales plan is a key function in the sales management process. To increase the sales of a business, the principles and techniques of sales planning should be considered.

What is Sales Planning?

The sales planning process is an effective method that includes sales forecasting, demand management, setting profit-based sales goals, and the steps involved in writing a sales promotion plan. Sales and marketing planning is the process of organizing the activities required to achieve business goals. A sales plan is a strategic document that identifies and defines business goals and various resources.

The importance of sales planning

• Define a set of sales goals for your business.
• Choose sales strategies that fit your target market.
• Define sales tactics for your sales team.
• Activate and motivate your sales team and focus on team activities.
• Determine the steps to achieve the goals of the sales team and determine the necessary budget.
• Periodically review your sales goals and improve your sales approaches.

Why having a sales plan leads to increased sales?

By having a sales plan, you and your customers, and in general all the people who participate in the buying process in some way, will ensure that the transaction process is carried out correctly and on time. Also, the bigger the task, the more likely it is to do it wrong. With the help of the sales program, the sales process is transformed into smaller and more controllable components. As a result, the possibility of errors will be minimized and the sales process will be managed in the best way.

Sometimes introducing new products or selling regular products of a collection becomes a big challenge for some people; to the extent that a group of people prefer not to take such a big action. But having a sales plan will provide the sellers with a tool to manage these conditions.

The sales plan is considered as an investment perspective. With this perspective, people are more inclined to move forward and stop being passive. Sellers can present their product in the best way with the help of the sales program and speed up the sales activity. This will increase the sales of the collection. On the other hand, having a sales plan will identify the weaknesses in the sales process. By identifying the weak points, you can take action to fix them. This cycle, which is repeated, causes continuous improvement of the sales program. As a result, with an improved sales plan, you can enjoy increased sales. The important point in this case is the goals and visions that each collection has considered for itself. It is necessary to consider the increase in value and usability of the sales program of the collection along with the improvement of the product features. It is necessary to know the weaknesses of the sales plan and to consult with experts on how to solve them.

Sales Planning Steps

The sales planning process consists of 10 main steps, which are as follows:

1. Determine the Purpose and Vision of the Business

Start planning your sales team with your business goals and vision in mind. Write a brief history of your business, with this overall goal in mind, you won’t get sidetracked in the next steps and designing the details of the sales plan.

2. Designate Your Sales Team

Define your sales team structure and then explain who is on your sales team and what their roles are. Perhaps you are responsible for managing 5 sales professionals or working with professional sales professionals. If you are planning to make changes and increase the number of employees, promotion or timing of their start, include all these things in the sales plan.

3. Getting to Know the Target Market of Your Business

Regardless of whether you are writing your first or fifteenth sales plan for your business, you need to know the demographics of your target market. What are your best customers like? Do they all have the same business? Are their organizations similar in size? Do they have the same problems and challenges?

Keep in mind that different products and services may have different buyers.

This part of your sales plan can change dramatically over time as your business solutions and strategies evolve and find the right market. In the early stages of business, when your product was new and the prices of products and services were lower, you had successful sales to startups. Now that products and services are more stable and their prices are higher, middle markets are probably more suitable for your business. That’s why it’s important to constantly review and update your target market.

4. Description of Tools, Software and Resources

You should also include a description of your sources. Which software do you intend to use? Have you budgeted for sales and marketing campaigns? Do you have a plan to use CRM software?

At this stage of product sales planning design, you determine what tools your sales experts can use to succeed in their activities. (e.g., training, documentation, sales enablement tools, etc.).

5. Business Positioning and Competitor Identification

One of the important and basic steps in designing a sales plan is to identify competitors. Provide a comparison of your products with those of the competing company and highlight their strengths and vice versa. Also determine how their services and products are priced compared to yours. You should also be fully aware of market trends. If you are a SaaS business, you should be aware that the popularity of specialized software is increasing. If you offer advertising services, keep in mind that mobile programmatic advertising is a growing business. Try to anticipate how these changes will affect your business.

 

{The word SaaS at the head of the term Software as a Service refers to a way of deploying, publishing and developing software over the Internet. This model is currently being expanded and popularized in a specialized way that the systems created with it will greatly affect the future of Internet businesses. The commercial success of its working examples can already be seen, which is why many future web processes will be offered and developed with capabilities derived from SaaS. The SaaS model is developed based on cloud computing. In the simplest definition in this model, general users can apply the performance results of these systems directly and indirectly in their business without needing to go into the details of the background implementation. Just like a TV or a mobile phone, which we have been using for years without entering into technical issues. When you use online software over the Internet – such as Gmail – without having to worry about its technical development, support and maintenance, you are using SaaS technology. If you have ever used a public e-mail such as Yahoo or Gmail, you have somehow experienced working with a SaaS-based system. Starting an online business on SaaS-based platforms can be in the form of using ready-made website and store builder systems, online application builders, and dozens of other types of services. The other side of this type of service for developers is the combination and integration of systems that previously perform a process separately. The Internet of Things will connect more tools and objects to the Internet in a completely comprehensive way in the future, and this means a fundamental need for a structural is to make the control, management and development of these tools simpler, safer and cheaper. Today, every person can easily receive and manage CCTV images of their desired location on their mobile phone through the Internet. This is the beginning of the generalization of software development platforms based on cloud computing.}

6. Marketing Strategy

In this section, which is also called strategic sales planning, specify the pricing and promotions that you have considered for your products or services. What key steps do you take to increase customer brand awareness and lead generation? Apply the influence of these factors in planning your sales increase.

7. Prospective Customer Conversion Strategy

How does your sales team evaluate the leads generated by your marketing strategy? Define criteria and requirements for your prospects so that if they qualify, sales experts will contact them. Determine what introvert and extrovert sales methods your team should use to close the sale more successfully.

8. Action Plan to Achieve Goals

After determining the goal and sales plan, the ways and methods of achieving these goals are also important.

9. Targets

Most sales goals are based on revenue. For example, you might set an annual gross revenue goal of 900 million tomans.

Alternatively, you can set a sales goal based on the number of sales. This goal can be attracting 100 new customers or 450 closed sales. Make sure the goals you set are realistic; otherwise your entire sales plan will be for naught. Factor in your product price, total reachable market, market penetration, and your resources (including sales volume and marketing budget). Your goal should also be close to your business’s strategic goals. To give you an idea, if the company is trying to gain more market share, your goal might be to “attract 20 large organizations rather than sell X number of products to new businesses” (because the latter encourages you to focus rather than focus). Just look for deals in the right type of customers). Of course, you will probably have more than one goal. Determine the most important, and then prioritize the rest.

 

10. The Budget

Describe the costs associated with achieving your sales goals. which usually includes the following:

• Payment (salary)
• Sales training
• Sales tools and resources
• Marketing and sales campaigns
• Team activities
• Mission expenses
• Food

The Complete Price Optimization Guide

Pricing can make or break a business. Price optimization essentially means creating a balance between product value and profitability, a balance that can have a major impact on sales, customer satisfaction, profits, and ultimately your achievable goals.

What is Price Optimization?

Price optimization is the process of finding an optimal price point for a product or service. To optimize your price, you need information such as customer behavior, demographic and psychographic data, geographic market characteristics, operating costs, demand fluctuations, etc. Most importantly, to find the optimal price, you need to understand how consumers react to price changes. Price elasticity examines how the change in consumer consumption of goods is related to price changes.

Price elasticity of demand = percentage change in quantity demanded / percentage change in price

If demand decreases during price fluctuations, it is called elasticity. An inelastic product or service is less sensitive to price changes, while an elastic product or service can experience significant changes in demand when prices change. This information can be a key to a successful price optimization and helps you understand how customers react to price increases or decreases.

 

Optimal Pricing Method

First, it is important to distinguish between pricing strategy and price optimization. A pricing strategy is the method used to determine the best price for a good or service, and determining the optimal price is part of any pricing strategy. As you go through the pricing process, remember that price optimization requires iteration. You can’t set it up and leave it alone. By making a plan and setting realistic goals, you can evaluate whether a fixed price is right for you or whether the price should change. Over time, you can find a price that meets your goals and makes your customers happy to do business with you.

One of the concerns of respected managers is the continuity and survival of their jobs. This can only be achieved with the arrival of new customers. According to the research of the International University of Marketing and Advertising, more than 80% of customers are looking to change their manufacturers. So in this circulation, we lose some customers and we have to gain some customers. Therefore, acquiring customers requires a strong marketing and sales administrative department and expert people.

 

 

Organizational Schematic of a Hypothetical Marketing and Sales Unit:

 

NewWorld International Holding is proud to provide the following services in its “World of Business” department for setting up and optimizing marketing and sales sites:

1- Setting up the hardware of the marketing and sales unit

2- Software launch of the marketing and sales unit

3- Optimization and modernization of marketing and sales units

4- Personnel training

5- Management of marketing and sales units of offices and manufacturing and service companies