Introduction to Marketing

Franklin Osuji Onuwa Written by Franklin Osuji Onuwa · 1 min read >

My name is Osuji Franklin Onuwa; Executive Director & Chief Financial Officer ZAN Cosmetic Industries Limited- a soap manufacturing company, located in Abia state, Nigeria. The company’s soap brands include Rago, Gold Plus, Litto, Antigal, amongst others. Antigal is the only brand that belongs to the antiseptic line, other are laundry soaps.

Marketing objectives are goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. They are the marketing strategy set to achieve the overall organizational objectives. Some of the marketing objectives of my company are:

  1. Improve Brand Reputation: Enhancing how consumers perceive your brand will result in better ratings, greater levels of customer satisfaction, and a more pleasurable shopping experience. By the end of the year, we want to have a 90% positive share of voice so that potential consumers would know, like, and trust us.
  • Increase Brand Presence: Your chances of reaching potential clients increase as your brand becomes more apparent. Organize sensitization mini rallies in soap markets and distribute free cartons to onlookers as promotions.
  • Optimize Brand Positioning: Finding your niche in the market enables you to explain your USP and draw in the ideal clients and customers. By the end of the month, define brand positioning statements and communication frameworks so that our staff is aware of our strategic competitive advantages.
  • Increase Prospect Pipeline: The likelihood of turning a larger number of prospects into paying customers grows as the number of potential clients in your sales pipeline rises. Increase market conversion rates of prospects by 150% by the end of Q2 so that we increase the number of prospects in our marketing-to-sales pipeline from 2 to 5.
  • Diversify Lead Sources: whether it be through social media, paid advertisements, or guest writing on external sites, discovering new ways to draw in and convert clients. By doing this, you can access untapped markets and potential clients who might not have otherwise discovered you. By the end of the year, we want to have successfully implemented at least 2 new demand-creation strategies, thus we will test 2 new lead-generation sources each month in 2022.

Acquire More customers and prospects from existing Markets: Try out several strategies to convert more of the folks who already know you or are on your radar and acquire customers that will buy from you. By the end of the year, incorporate content enhancements into every sensitization event to convert 30% of our visitors into potential customers. Implement off-site tactics to acquire 5% more customers month over month by the end of the fiscal year.

  • Launch new Product: Launching a new product can help our brand in several ways, including expanding our customer base, raising brand recognition, and enhancing our position as one of the leading brands in the industry. By the end of the week, decide on the go-to-market strategy for our new product so that the team has time to develop all the content before the launch.
  • Improve Product Quality: If you can make sure your product is as high-quality as it can be, you’ll enhance the client experience and increase the number of favourable reviews. Launch the new Product with no bugs at the end of the month.

In our next post, we will go into more specific details on how some of these objectives have been accomplished. Watch out for part 2…


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