Marketing planning and Marketing strategy
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Transcript of Marketing planning and Marketing strategy
MARKETING PLANNING AND MARKETING
STRATERGIES
Presenter: Nazarenu Fernandes BE ETC 2012
MARKETING !!!!
WHAT IS IT ????
I M A GREAT LOVER
IN THAT CASE… I LOVE YOU
You Think Marketing Is About
This
MARKETING PLANS
MARKETING STRATERGY
“Plans are Nothings, Planinng is Everything”- Dwight D. EisenhowerContents:-
•Purpose of Marketing Planning•Steps Involved in Marketing Planning•Characteristics of Marketing Objectives•Formulating Marketing Strategy•Techniques for Mass Production
PURPOSE OF MARKETING PLANNING
An outline of a design to accomplish a specific objective:
• To create value for customers at a profit
• To create a mutually beneficial relationship
MARKETING PLANNING IS
USE OF MARKETING PLAN
To determine:• Where the company is now• Where it wants to go• How to get there
Includes:• Advertising Plan• Sales Promotion Plan• Pricing Plan• Distribution Plan• Product Plan• Target Market Plan
STEPS INVOVLED IN MARKET PLANNING
ANALYSE : SCANNING THE MARKET ENVIRONMENTS
• Identify favorable and unfavorable factors prevailing in the environment
• Find specific business opportunities and their attractiveness
• Gather the emerging marketing opportunities
• Identify the threats
• Analyse the competition
• Undertake customer sensing– customer response to the product–probes customer’s loyalties
MARKETING RESEARCH
EXTERNAL INTERNAL
•Information of Customer•Information on Competitor•Economic Factors•Political Factors•Environmental Factors•Cultural Factors
•Sales/Order or Profit/Margin•Industry Type•Geographical Area
Also Includes 4Ps of Marketingi.e. Product, Price, Promotion, Place
PERFORM SWOT ANALYSIS
DEVELOP MARKETING PLANS1.Clear- Unambiguous
2.Quantified- Outcomes should be quantified
3.Focused- Avoid temptation
4.Realistic- Achievable
5.Agreed- Committed to the goal
Setting the marketing objectives of the business unit
Factors Considered
• Weigh the opportunities available
• The threats
• Forces of competition
• Resources and capabilities
• Marketing organization
SETTING UP MARKETING OBJECTIVES
•What the Business is trying to achieve
•Can be set at two levels1. Corporate Level
2. Functional Level
CORPORATE LEVEL•Organization Specific Goals
•Should Conform with SMART Criteria
EXAMPLES :
1. Aim for return of Investment of atleast 15%
2. Aim to increase earnings by atleast 10% every year
FUNCTIONAL LEVEL•Objectives specific for Marketing Activities
•Should Conform with SMART Criteria
EXAMPLES:
1. Aim to Achieve market share of 10%
2. Aim to create 75% customer BRAND awareness in the market
3. Increase the Loyalty Base
“Human nature has a tendency to admire complexity but reward
simplicity.” – BEN HUH
MARKETING
STRATERGY
Strategy, refers to a plan of action and tactics designed to achieve a particular goal...
They are dynamic. They are partially planned and partially unplanned…
Formulating Marketing Strategy
Before Formulating, Ask three primary Qs
1. Does goals relate to Marketing
2. Are Goals achievable
3. Are resources available in store
Formulating Marketing Strategy
Format of Marketing Strategy has three sections:
1. Basic Assumptions: Survey results and past planning
2. Strategic Goals: Goals for growth and fiscal health of the co-op
3. Achieving Goals: Ideas that will alter public mind to conform to strategic goals
Advertising Strategy is a result of Marketing Strategy
Marketing Strategy Creates the PRODUCT for the MARKETAdvertising Strategy Creates the MARKET for the PRODUCT (Media as Vehicle)
TECHNIQUES AND PRACTICES FOR MASS
PRODUCTION
“The production of too many useful things results in too many useless people. “ - Karl Marx
FEATURES
•Production of large amounts/volume
•Popularized by Henry Ford
•High rate of production per worker
•Faster rate of production
•Fewer labour cost
•Finished goods
TECHNIQUES USED
•Moving Tracks
•Conveyor Belts
•Robots
•Elevators
•Overhead Cranes
MAIN CONCERNS
•Expensive Machinery
•Guarantee investment returns
•High installation costs/maintenance
•Long term demand for the product
•Versatile
LAST
WORD!!!
“A Goal is a dream with a
deadline”-Zig Zagler