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"optimization Of Sales And Communication Strategy For Fm-systeme In France"
Posted By: Aurelien* on 7/21/2004 5:25 AM (CST) 200 Points
Hello everybody!! I am a trainee in a small company, and I have to answer to this question! Not so easy..My company is in the B2B...They have systemshouses in France and generally there is no direct sales...
There is no marketing, no real budget (this is the CEO who decides, yes or no, and the biggest problem for me, this man is a enginneer, and hates Merketing!!!! He does not believe in it at all!) I need for my thesis as well a litterature part (I am reading a lot of books, but I do not find a real and precise explanation!!). I have some ideas, but I really need your help.

Thanks a lot for helping me!

Have a nice day

Posted by: Peter (henna gaijin) Accepted Answer
7/21/2004 1:57 PM (CST)
When you say "systemhouses" - are these companies that provide the actual selling of your product (often adding some form of value for the end customer by modifying your product or bundling it with other products)?

If this is the case, the systemhouses can do marketing and bring in enough sales for your company, so your company may be fine as such. Your company would do marketing to bring in additional systemhouses, if it wanted to grow through having additional systemhouses?

I do suspect your company does do some marketing, but you may not be thinking of it as such. Marketing is more than advertising - it is often broken down into the 4-Ps (product, price, place, and promotion). Here is a simple description:

- Product is what you sell, and marketing's involvement is providing customer input so that the product can be changed to meet customer needs.

- Price is the price it is sold at. I am sure your company had some say in this.

- Place - this is how you sell (in your case, the decision to sell through systemhouses instead of direct).

- Promotion - this is the advertising and such, which it sounds like you don't do much of.

Of course, adding additional marketing could help grow the company more. For example, you could use a 'pull' prograqm of advertising directly to the end user. This is trying to get them to want the product more (pulling it from the systemhouses). The opposite is a push program, where you work with the systemhouses on their marketing to get them to push the product more into the market.
 
Posted by: vikrant* Accepted Answer
7/22/2004 12:10 AM (CST)
technologically intensive goods need Marketing more than anybody else. infact B2B goods need below the line advertising.

u could think of print ads in industrial magazines, educative multimedia prestns to customers.
 
Posted by: jose04 Accepted Answer
8/9/2004 8:24 AM (CST)
Aurelien

Thanks to your question i came to know that in 1897 a year after Marconi’s experiments, Eugène Ducretet begins his trials of radio broadcasting from a mast on the 3rd level of the Tour Eiffel, and the TSF - la Télégraphie sans fil - wireless - begins in France.

That's quite a history for your country.

In 1939 the French population of 41 million owns 5 million radio sets.

1999 The daily radio audience (reach) is 83%. They listen on average for over 3 hours a day. 99% of French homes have a radio. 80% of French households have a car radio, and 26.8% a walk-man ('baladeur').

You are a radio country....

The state support was also big in the 80's when the private sector made inroads into radio. ....and

At the dawn of the 21st century radio is listened to regularly by over 80% of the French population.

The above excerpts are content paraphrases from the site http://www.ncl.ac.uk/sml/NMRG/radio_on_web/radio.htm

Radio is probably the most powerful medium to communicate through. Highly flexible, low cost reach, with even a personal touch and giving the 'glue' effect to listeners, be it POP music, talk shows, fun, stories, poetry, education etc. In a developing nation its big entertainment too. It has strategic interests too for country planners.

Having painted this picture, let me come to your problem The issue is to optimise sales and communication strategies for FM systems.

With the tussel you may have in France, between the 'liberal' commercial radio and the 'regulators' you need to ensure that your strategies keep in mind the regulations in vogue. President Mitterrand has a history of liberalising the PVt radio scene in France, though he could not establish systems to ensure a continuity in the Radio communication strategy. Not to blame him, this changes according to the times.

Your organisations key task is to use marketing techniques to get you more listeners. Do you know who your segments are? Do you have syndicated or internal reports on the radio listener groups in France? How are the other radios rated? WHere do you position yourself? Could you position yourself uniquely to the urban niche categories? May be you need not tell your boss that you are contributing marketing ideas. You could ask him some clarifications to these questions yourself and then work on the tips he may give. The resultant ideas become your contribution to the question you have raised. Incidentally, whether you or the boss calls it marketing or not does not matter. DOing the right and apt things are the more vital issues to your situation.

You could also check this link for Market share analysis and other communication forecasts

http://www.cir-inc.com/products/prod_detail.cfm?prod=7&id=183

I hope these thoughts help! All the best with your thesis... Enjoyed writing this.
 
Posted by: Sharon Moderator Response
8/12/2004 9:49 PM (CST)
Hello all. I am closing this question, since it's more than 2 weeks old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks so much for participating!
 


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