Internal Marketing

External Marketing
&
Internal Branding
External Branding

INTERNAL MARKETING
Internal Marketing (IM) is an ongoing process
that occurs strictly within a company or
organization whereby the functional process
is to aligns, motivates and empowers
employees at all management levels to
consistently deliver a satisfying customer
experience .

KEY CONCEPTS OF INTERNAL

MARKETING:
IM

functioning as a continual internal 'up skilling'

process.
Alignment of the organizations purpose with
employee behavior.
Motivation, reframing and empowerment of
employee attitude.
Inside-out management approach.
Retaining a positive customer experience
throughout the business objectives

TYPES OF INTERNAL
MARKETING
Internal marketing of the business systems

It is about the companys infrastructure that customers

may not know.
Internal guidance
It has to do with the creative thoughts have that will
either choose to act on, or not.

Internal marketing creates

an environment
that enables
IMPORTANCE
OF
INTERNAL
organizations to focus on whatever needs changing
MARKETING
internally
so they can enhance their external marketplace

performance.
Internal marketing helps organizations deliver better
customer service by aligning, coordinating,
and motivating employees.
It helps ensure that employees are effectively carrying
out the organizations programs and policies.

Management Of Change Internal marketing may be

THE
ROLE
OF
INTERNAL
used to place,
and gain
acceptance
of new systems such
as
the introduction of information technology and new
MARKETING
working practices, and other changes.
Building Corporate Image Internal marketing's role is
to create awareness and appreciation of the company's
aims and strengths
Strategic Internal Marketing which aims at reducing
inter-departmental and inter-functional conflict and
developing the co-operation and commitment

ESSENTIALS OF SUCCESSFUL
INTERNAL MARKETING
Motivation
Co-ordination
Information
Education

COMPONENTS OF INTERNAL
MARKETING
1. Information gathering to assess :

Employee knowledge
Attitudes
Behavior.
2. Management action :
Selection
Training
Motivation
Direction.

BENEFITS OF INTERNAL
MARKETING

1.Internal Marketing encourages the internal market

(Employees) to perform better.
2. Internal Marketing empowers employees and gives
them Accountability and responsibility.
3. Internal Marketing creates common understanding of
the business organization
4. Internal marketing creates good coordination and
cooperation among departments of the business.
5. Internal Marketing improves customers retention and
individual employee development.

Market segmentation INTERNAL

DEVELOPING
Marketing action
MARKETING

Marketing communication
Marketing orientation
Employee attitudes towards the organization and its
mission
Levels of job satisfaction
Assessing skill and knowledge needs
Needs and wants of employees

INTERNAL MARKETING TOOLS

Influential Employees
Events
Training
Internal Launch Campaigns

So, Internal marketing is a means of involving staff at all

levels in effective marketing programmers by enabling them
to understand their role within the marketing process.

External Marketing
External marketing includes all
the activities which enable an
organization to satisfy the needs
and wants of the customer

External marketing Factors:

Customer Expectations
The most obvious external factors that influence price setting are the
expectations of customers and channel partners.
Competitive and Other Products
Marketers will undoubtedly look to market competitors for indications
of how price should be set. For many marketers of consumer products
researching competitive pricing is relatively easy, particularly when
Internet search tools are used.
Direct Competitor Pricing
Related Product Pricing
Primary Product Pricing
Government Regulation
These regulations are primarily government enacted meaning that there
may be legal ramifications if the rules are not followed.

Five Components of an
Marketing
External
Customers
A customer-centric business strategy aims to align clients' needs
and desires with a company's portfolio of products and services.

Suppliers
Suppliers play an essential role in the competitive landscape,
providing organizations with the necessary raw materials to
produce work-in process items and completely finished goods.

Competitors
A business rarely evolves in a commercial vacuum;
therefore it must factor rivals in its marketing equation,
unless the company is a monopoly.

 Substitutes
A substitute product is an item that, at least partly,
satisfies customers' needs and desires. Clients use
substitutes as replacement products, if -- or when -original products are temporarily unavailable or
inaccessible because of prohibitive pricing.

Entrants
Entrant activities draws on competitive analysis
because today's new entrants might be tomorrow's
rivals, unless the newcomers quickly fade away
thanks to the intense marketplace rivalry.

Benefits of External
Marketing
The interaction between seller and buyer will determine
marketing success.
External marketing activities are generally divided into
external service quality, external customer satisfaction
and specific/individual competencies.
External marketing can help to achieve a number of
important sales and marketing objectives.
It includes: Advertising, Website, Blog, Social media
marketing, Direct marketing, Marketing material
including business cards, letterhead, and logo and
Product development.

External Marketing
Communication
Role
External marketing communication can
help to achieve a number of important
sales and marketing objectives.
Advertising
Advertising in newspapers, magazines
or local radio can help to launch new
products, announce a sale or
promotional offer, or generate inquiries
for sales team to follow up.
Direct Marketing
Publications
Events

Internal Branding
Internal branding is the set of strategic processes that
align and empower employees to deliver the
appropriate customer experience in a consistent
fashion. These processes include, but are not limited
to, internal communications, training support,
leadership practices, reward & recognition programs,
recruitment practices and sustainability factors.

Seven Key Principles to Internal Branding

1. Co-Creation
Internal Branding needs to be a collaborative effort
between management and employees, and amongst
employees themselves.
2. Larger Purpose
Internal Branding program on a larger purpose that people
can get excited about can be one of the best ways to
create and enhance that much needed alignment between
the needs and interests of the company and employees
3. Empowerment
Empowerment is still central to an effective Internal
Branding effort.

4. Education
This is fundamental to effective Internal Branding, but it is much
easier said than done. Internal Branding education has to be
relevant, timely and very useful for the people.
5. Accountability
Internal Branding requires giving employees much greater
responsibility for creating and delivering the brand experience.
6. Shared Incentives
Incentives are not just compensation based. It should be looking
for and developing other ways to motivate employees to make
them true advocates of the brand.
7. Measurement
Measurement is just as important to the successful Internal
Branding program as it is to an external marketing campaign.
From the beginning

Model of internal branding

1.Direction :
Research Strategic assessment recommendations
Identifying the needs and change that must occur in the
company

2.Path:
Define Participants Obtain their input and feedback on
programmer components Fine tune barriers Refine the
programmer Identify the brand ambassadors

3.Action :
Create rallying cry Present final programmer Train and
Deploy Brand ambassadors Proposition Handbook

Areas within the organization responsible

for developing internal branding

Marketing
Executive team
Human Resources
Public relations
External agency
Percentage
Other

Key Challenges of Internal branding

Communication
Consistency
Getting Buy-In
Getting Executive/Senior Commitment
Time Availability
Organizational Structure
Articulating Relevance of Internal Branding
Prioritizing Internal Branding
Measuring Effectiveness
Defining Brand Values/Essence
Other

Internal Branding Components

Job Descriptions, Objectives, & Performance Reviews

Compensation, Recognition, & Rewards
Website, Internet, Internal packaging
Print (brochures, collateral)
Email template and signature
Telephone greetings
Environmental Branding (cafeteria, reception, conference rooms,
hallways)
Face-to-face meetings
Kick-off meetings, road shows
Videos, newsletters, newsflashes
Lapel pins, uniforms, coffee cups
Company signage
Employee orientation: both new & current
themed lunches and breakfasts
CEO role modeling

Importance of Internal Branding

Affiliation
The Internal Brand
Employer Brand get stronger
Customer Experience in enhanced

Benefits of Internal Branding

The benefits of Internal Branding are:

Helps to align employee behavior with the
Companys Value Proposition
Once employees are informed, motivated,
trained, they buy-in and improve their
performance
Helps to build teams of dedicated and
engaged employees

Internal Branding influence customer

brand relationship

EXTERNAL BRANDING
External branding is the sum of all marketing
activities created to influence the mind-set
and purchase behavior of customers and
prospective customers for your companys
product or service.

MODEL OF EXTERNAL
BRANDING:

Analyze:
Ride-along with sales force/distributors
One-on-One Key Company Interviews
Customer Qualitative Research: Explore the Category, Market
& Users
Analyze Data

Explore:
The Exploration with a well documented SWOT analysis
and a clear articulation of the leadership vision right from
the top of the company
Assess:
Develop several Brand Positioning Concepts
Identify Brand Triggers
Customer Qualitative Research: Obtain Feedback

Ideate:
Finalize Brand Positioning & Brand Templates
Create Brand Manual & Brochures:
Strategy, Positioning, and all Branding, Marketing, and
Advertising Elements
Implement:
Determine How to Measure: Brand Monitor
Launch to Employees, Distributors, Retailers,
Customers

CHANNELS OF EXTERNAL
BRANDING
Face to face meetings
Print and broadcast media
Pamphlets
Press conference
Annual reports and letters etc.

THE GOAL OF EXTERNAL

BRANDING
Facilitate cooperation with groups such as suppliers,
investors, and stockholders
Organization To promote the organization
Advertise the organization
Provides information about products and
services to customer

Have you any Question?