Strengthening the business networking of women entrepreneurs is one of the most important results project “Supportive business environment for women start-ups in North and South Mitrovicë/a” shall achieve. To achieve this important result project will provide comprehensive working package consisted of grant support for procurement of the equipment and technical assistance through consultancy in marketing activities. This package include a promotional component advancing the idea for increased support and exposure of women products and services to the customers, increase networking among women businesses from both areas and enhance greater cooperation and understanding between the communities of North and South Mitrovica.
Through this consultancy customized and tailor-made marketing packages for women start-ups products/services will be developed. Each marketing package shall be consisted of
1) Marketing strategy of the business. Marketing strategy shall combine 4P elements of the marketing mix. It shall be designed to meet the company’s marketing objectives by providing its customers with value.
2) Branding strategy. Branding elements of each business will be defines by the branding strategy: name of the business; logo, slogan and tagline; key messages; interaction with customers.
3) Marketing mix for target market. Combination of marketing mix elements required to satisfy and retain the customers will be developed for each of the start-ups. The 4Ps of the marketing mix shall be related, and combine to establish the product’s position within its target markets.
- Product/Service: Customer’s needs for the product/service; Needs that product/service satisfies; What features does it have to meet these needs? Are there any features missed out? How and where will the customer use it? What is it to be called? How is it branded? How is it differentiated versus the competitors?
- Place: Where do buyers look for product or service? How to access the right distribution channels? Needs to use a sales force, attend trade fairs, make online submissions, or send samples to catalogue companies? What are competitors doing, and how to learn from that and/or differentiate?
- Price: What is the value of the product or service to the buyer? Are there established price points for products or services in the area? Is the customer price sensitive? Will a small decrease in price gain an extra market share, or will a small increase be indiscernible, and so gain you extra profit margin? What discounts should be offered to trade customers, or to other specific segments of the market? How will price compare with competitors?
- Promotion: Define promotional slogans of products/services; Where and when is possible to get across marketing messages to the target market? How reach the audience by advertising online, in the press, or on TV, or radio, or on billboards, or by using direct marketing mailshot, through PR, or the Internet? When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of the market launch, or the timing of subsequent promotions? How competitors do their promotions? And how does that influence choices of promotional activity?