Young Achievement Australia

Ken was first involved with YAA in the early 1990's when he was invited to be an advisor to YAA and then a Judge of the teams and their products, etc.   After 4 years as Judge, Ken stood down to avoid the potential for conflict of interest when an organisation he was closely involved with became a sponsorship provider.

Advice to the 2003 teams that Ken Spoke to at Silver Wattle in July 2003 is as follows:-

Be customer focused not product focused

Understand the difference between product features and consumer benefits.

The marketing concept comprises of 3 things - 

·        Customer satisfaction

·        Profit as an objective

·        Total Company effort - marketing starts with your own team

Evolution of Marketing

·        Production orientation - make things cheaper

·        Product orientation - improve quality and features

·        Selling orientation - make your customers buy your product

·        Marketing orientation - research and make what customers want

·        Societal marketing orientation - stay environmentaly friendly

External Environments

·        Demographic

·        Economic

·        Political

·        Legal

·        Technological

·        Natural

·        Social

·        Cultural

SWOT

·        Strengths - internal

·        Weaknesses - internal

·        Opportunities

·        Threats

The Marketing Mix

·        Price - break even analysis, price structure, discounts, incentives.

·        Product - features, benefits, etc.

·        Place - The distribution channel, how to get it to the market

·        Promotion - advertising (50% of all advertising in Australia is wasted), public relations, sales force, direct marketing, etc