BA (Hons) Graphic Design OUGD502 PPP2
WHO ARE ‘THEY’?
Markets, Audience and Analysis
What is marke,ng? “The management process responsible for identifying, anticipating and satisfying customer requirements, opportunities, profitably & success”.
Chartered InsLtute of MarkeLng 2010
MarkeLng roles 1. 2. 3. 4. 5. 6.
IdenLfy customer needs to develop new products Develop pricing strategies Promote products to a target market IdenLfy distribuLon networks Add value to your product through customer benefits Monitor the performance of the products
THE 4 P’s • PRODUCT - A product is seen as an item that satisfies what a
consumer needs or wants. It is a tangible good or an intangible service.
• PRICE - The price is the amount a customer pays for the product or the overall cost of a product.
• PROMOTION - represents all of the methods of
communication that a marketer may use to provide information to different parties about the product.
• PLACE- refers to providing the product at a place or in a context which is convenient for consumers to access.
By the numbers…… 87% of design businesses employ less than 10 people 16% of design companies are in the North of England Only 23% of design companies are in London 57% of design companies say they collaborate with other companies or pracLLoners on client briefs 28% of designers are free-‐lance.
Income pa4erns in the visual arts
Arts Council 2005
What is a creaLve entrepreneur? Owner Entrepreneur
Designer Director Project manager Coordinator Collaborator
Owner Manager
CreaLve with assistant Small Studio of CreaLves Co-‐operaLve Studio Retail
Owner Worker
Freelancer Designer Partnership
• Only
16% of adults in Brazil are entrepreneurs.
• Only
6% of the people in India are entrepreneurs
5%.
• United Kingdom the figure is only
What kind of creaLve are you? EvoluLonary
Manager
CauLous
RevoluLonary
Opportunist
Risk taker
Ideas and OpportuniLes
“Great minds discuss ideas. Average minds discuss events. Small minds discuss people” Eleanor Roosevelt
What is an “idea”? • • • • • • •
Can occur at anyLme Can occur to anybody Can happen anywhere Can be inspired by anything Is generally random Seldom materialises Rarely succeeds
“In the realm of ideas everything depends on enthusiasm…..in the real world all rests on perseverance” J.W von Goethe
“Everyone is a genius at least once a year. Success comes from having brighter ideas closer together.” Fred
What is an “opportunity”
• The People are Right • The Place is Right • The condiLons are Right • The Time is Right
What is an “opportunity”
• The People are Right • The Place is Right • The condiLons are Right • The Time is Right
The wrong Lme InvenLons before their useful Lme.
Helicopter
Flying machine
Machine gun
Parachute
Why did they fail? PoliLcians could not see any benefit Economics were fragmented Society had no need Technology too primiLve
What went wrong? PoliLcians could not see any benefit Economics were fragmented Society had no need Technology too primiLve
posiLves & NegaLves PoliLcal factors Environmental Factors Social Factors Technological Factors
Where do opportuniLes come from? • • • • • • •
Trends Technical developments PoliLcal change Economic boom and slump Human need Problems Research
So you think you have spohed an opportunity? • Skills – – – –
Technical PracLcal Conceptual Professional
• ApLtudes – – – – –
Teamwork CollaboraLon CommunicaLon Project Management People Management
• PredisposiLon -‐ Risk / CauLous
-‐ EvoluLon / RevoluLon -‐ Manager / Opportunist
How do I know if this is a good opportunity or not? • Look at your compeLtors – How many are there? – How well are they doing – What do they do well? – What could you improve upon?
Will anyone “buy it”? Market (Demand) Customer Factors
LOW HI
Dying market
New market or Market in decline
Specialist market
Low prices
LOW HI
Compe,tor factors
Industry (Supply)
Assessing the compeLLon. What are their Strengths? What are their Weaknesses? What OpportuniLes have they taken? What Threats do they face?
Assessing the compeLLon. What are their Strengths? What are their Weaknesses? What OpportuniLes have they taken? What Threats do they face?
S.W.O.T Analysis
STRENGTHS
What are they good at? What makes them good at it?
OPPORTUNITIES
What don’t they do? Why don’t they do it?
WEAKNESSES
What are they bad at? What makes them bad at it?
THREATS
What could go wrong? Why could they fail?
Internal environment Micro environment • Your Skills • Your Resources • Your Lifestyle • Your network of friends and associates compeLtors and other pracLLoners • Your suppliers • Your
Macro environment
• Your local community • Stakeholders
• World market condi,ons – currency – populaLons -‐ cultures • Economics – exchange rates – wealth -‐ debt • Technology – supporLng – emerging – alternaLve • Social Trends – trends – Behaviours – demographics -‐ needs • Poli,cs – legislaLon – tax – war -‐ populaLon • The Environment – polluLon – conservaLon -‐ sustainability
Assess the quality of opportunity For the customer
For me For the planet
For other stakeholders
What is marke,ng? “The management process responsible for identifying, anticipating and satisfying customer requirements, opportunities, profitably & success”.
Chartered InsLtute of MarkeLng 2010
MarkeLng roles 1. 2. 3. 4. 5. 6.
IdenLfy customer needs to develop new products Develop pricing strategies Promote products to a target market IdenLfy distribuLon networks Add value to your product through customer benefits Monitor the performance of the products
MARKETING BASICS • PEST ANALYSIS
What are the chances of success?
• SWOT ANALYSIS How good is the opportunity? • PUSH & PULL • SUPPLY & DEMAND
What do I have what do they need?