The following steps are a simplified description:

For PURPOSE:

• Identify strengths and weaknesses, threats and opportunities, mission, vision, goals and objectives, and strategies.

• Identify core leadership competencies.

For PRINCIPLES:

• use a team to develop core values.

For PROCESSES:

• List all processes.

• Document the processes using flowcharts, process maps and/or checklists.

• List process owners. If owners are not identified, designate process owners who will do the process documentation and improvement.

For PEOPLE:

• Determine the extent to which people are empowered, teams are in place.

• What is the level of self direction in teams.

• What training is needed.

• Other things that relate to employees.

For PERFORMANCE:

• Identify what measurements are in place/should be in place

• Establish key performance indicators (KPI's) and baselines.

• Set up a metrics system with targets for improvement.

• Track KPI's over time.

Strengths of the 5 P's Model. Benefits

- The 5 P's Model can be used at the corporate level and throughout every level of the organization.

- The 5 P's Model is applicable to all types and sizes of organizations.

- The 5 P's Model can be applied along with a variety of other leadership and management theories, concepts, and tools.

- The 5 P's Model is timeless. It will not become "out of date" just because other theories are introduced.

Limitations of the 5 P's Model. Disadvantages

People applying the 5 P's Model need to individually or as a team understand not only basic leadership and management concepts, but also strategic management, organizational development, process management, and systems thinking.

Questions to UNIT 13

1. What is 4 P rule?

2. G ive the definition to the product?

3. What types of promotion are there?

4. What is the Place in P model?

5. What is 5 P rule?

6. How do you understand the element principles?

7. What is the role of People element?

8. What are the strength of P model?

9. What are weak points of P model?

10. How do you understand Process element?

UNIT 15 THREE M RULE

Different people buy things for very different reasons. Market research has to take 'market segments' into account, and find out what each one wants. A segment is a group of customers with something in common, and that's different from other groups.

For instance, if you sell boxes of tissues, there's the retail market - supermarkets and shops. They buy your tissues to sell at a profit and they want to know they'll sell well. So you provide TV advertising, make the price attractive and offer special deals to the retailers. This helps them make the profit they need.

Hotel chains, though, want something different. They're not selling tissues, but providing them as a service for guests. So quality matters - nice colours and an attractive scent - because it gives a good impression of the hotel. And a quick delivery is important so they don't run out of something basic.

Then there are hospitals, which provide tissues for patients. They want hygiene, not colour or scent. Their requirement is for strong, cheap, white tissues that do the job and come with no frills.

So Three M Rule consists of Market, Message, Medium

• Market - who is in the market segment aimed at?

• Message - what information does this group need, to get them to buy?

• Medium - which medium should be used to get the message across?

A medium is the type of advertising or promotion. Some examples are local papers, TV, specialist magazines, exhibitions, leaflets, or doorstep and telephone canvassing. Table 15.1 presents the example of promoting such commodity as tissues to different groups according to 3 M rule. It shows the four market segments. For each segment there are separate messages and media (plural of medium) that will best get the message across.

Information like this helps target the right message to each segment. It ensures that promotional activities - like exhibitions, posters, mail shots and advertising- say the right things, to the right people, in the right way.

Table 15.1

Market	Message	Medium
Retailers - shops selling products on to the public	Good profit margins and promotions (buy five cases, get one free) High sales Strong advertising support to push sales	Trade papers (magazines only aimed at retailers) Personal contact (sales representatives, direct mail, telephone calls)
General public (to support retailers)	Strong, soft and good value	TV, national newspapers and magazines
Hotels	Top quality Good contract prices Reliable delivery as and when needed Free holders	Trade papers (catering magazines) Personal contact (sales representatives, direct mail, telephone calls) A stand at catering exhibitions
Hospitals	Hygienic (pure white) Best prices Discounts for bulk delivery Free holders	Trade papers (hospital management) Personal contact (sales representatives, direct mail, telephone calls)

The example of promotion of towels according to 3 M rule

So the only time TV and national papers are the right medium is when the message is aimed at the general public, to get them to buy the product from their local store On the other hand, going to catering exhibitions is an excellent way of reaching a high percentage of professional buyers in that segment.