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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?  

Who are they  
Who are they  

Creative industry

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