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The Marketing Planning Cycle, External Analysis of Education in Technology, The Importance of Internal Analysis in Marketing

The Marketing Planning Cycle The marketing planning cycle is a circular process that runs in two directions, with planning running one way and feedback the other. There is a need for continuous feedback so that monitoring and control with modifications of the plan can take place. The planning cycle needs to be as short as possible and understood by all those executives who contribute to planning. The planning process, however should be continuous. Source : Sally Dibb, Lyndon Simkin, O.C. Ferrell, and W. Pride (1994). Marketing Concepts and Strategies . Boston : Houghton Miffin. Here are the example of marketing planning cycle of Coca Cola Company : 1.          Development or revision of marketing objectives relative to performance The beverage industry is expected to   increase by $300 billion   between 2015 and 2020, and the company continues to hold dominant market share. Coca-Cola currently has a massive share of the global beverage market. Bloomberg   places
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Social Marketing

Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behavior for the benefit of individuals and society as a whole.  The goal of social marketing is always to change or maintain how people behave – not what they think or how aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing. Social marketing that influences me to change is a webseries on Youtube presented by Tropicana Slim, titled "Sore - Istri dari Masa Depan". Source :  https://www.youtube.com/watch?v=GlfaHW02seM I have watched this webseries until the final episode and it's super mindblowing ! The settings took place in beautiful country, Italy, and the cinematography was perfect. The story was unpredictable and out of the box.  Tropicana Slim succeed to deliver the message in different way, and i really do not expect the webseries will be as good as that.  The
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The AIDA Objective, User Interface, and User Experience of Carousell

Carousell is a mobile and online consumer to consumer marketplace for buying and selling new and secondhand goods. It is headquartered in Singapore. Carousell operates within countries like Singapore, Malaysia, Indonesia, Taiwan, and United States. Carousell is currently available as a mobile app for Apple and Android devices, and also website. AIDA Model of Carousell AIDA stands for Attention, Interest, Desire, and Action, which is very useful for marketers to establish effective marketing communication campaign. Attention The first step is to grab people's attention. Carousell has a  'Promote' feature. A user can share and promote their product using social media. This means, user's friends or followers can see the post, which has mentioned 'Carousell' brand. This will increase awareness of the brand for non-users, reach and impressions. 'Promote' feature on Carousell Automatically posted on user's social media account
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Display Advertising and Customer Acquisition

Display advertising is a promotional method to inform the audience about a product or service using banners displayed at internet platforms.  Display advertising will appear accidentally on  websites, Google, Youtube, and other social medias by accessing on your gadget. It was made as attractive as possible to appeal the viewers by using graphic, sound, text, or motion, so they interested and want to know more about the product or service offered. Customer acquisition is a method to gain new customers of a company using several promotional methods. It is very important for a company to get closer to their target audience by understanding what they want. The process is quite complicated to convince target audience to purchase the product or service. Furthermore, a company should retain and create a loyal customer.
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Viral Video Marketing (GoPro : Fireman Saves Kitten)

Viral video marketing nowadays becomes a powerful communication tools. It created to make a buzz, targeting to a smaller groups to begin with. It can reach a large amount of audience with effective cost. Viral video marketing has really become essence of making brand awareness. I would like to share an example of viral video marketing on YouTube, GoPro. GoPro has created a video titled 'GoPro: Fireman Saves Kitten', published on 25th September 2013, which now had been watched more than 32.500.000 times. This video content originally recorded by HD Hero3 Camera. You can watch the video here : https://www.youtube.com/watch?v=CjB_oVeq8Lo Why the video becomes viral and very successful? GoPro uses a very simple theme Story in this video is very simple and could be found in daily life. Everyone in the world can easily understand this video. The video length is also quite short, retaining people not to skip it, rather than long length video. But, with sho
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ZALORA Business Model

Zalora as the largest online fashion destination in Southeast Asia, was founded in early 2012. Zalora is located in Singapore, Indonesia, Malaysia and Brunei, the Philippines, Thailand, Vietnam, Hong Kong, and will expand to Taiwan.  Zalora has a collection of more than 500 local brands, international and designers, our customers can shop online with a large selection of men and women fashion products ranging from clothing, shoes, accessories and beauty products. I would like to share the Zalora business model in order to explain more about this company. Key Partners Content partner (fashion and TV shows) Suppliers from local and international brands Courier partners Rocket Internet Family (the holding company of Zalora) Key Activities One stop centre online fashion retailer Sales and marketing to acquire new customers Procurement for new brands and trend products Create weekly sales report to identify customer's needs Warehouse and logistics o
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