MM-II Dr. Lokesh Jindal 1

8/8/2019 MM-II Dr. Lokesh Jindal 1

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MARKETING MANAGEMENT II

By

DR. LOKESH JINDAL


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Questions

How does marketing affect customer

value?

How is strategic planning carried out at

different levels of the organization?

What does a marketing plan include?


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Nike Creates Value


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Three Vs Approach to Marketing

Define the value segment

Define the value proposition

Define the value network


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Whatisthe Value Chain?

The valuechain is a tool for identifying

ways to create more customer value

because every firm is a synthesis ofprimary and support activities

performed to design, produce, market,

deliver, and support its product.


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Core Business Processes

Market-sensing process

New-offering realization process

Customer acquisition process Customer relationship management

process

Fulfillment management process


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Netflixs Distinctive Capabilities


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Whatis Holistic Marketing?

Holistic marketing sees itself as

integrating the value exploration,

value creation, and value delivery

activities with the purpose of building

long-term, mutually satisfying

relationships and coprosperity among

key stakeholders.


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Whatisa Marketing Plan?

Amarketing plan is the central

instrument for directing and

coordinating the marketing effort.

It operates at a

strategic and tactical level.


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Levelsofa Marketing Plan

Strategic

Target marketing

decisions Value proposition

Analysis of

marketing

opportunities

Tactical

Product features

Promotion Merchandising

Pricing

Sales channels

Service


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Corporate Headquarters

Planning Activities

Define the corporate mission

Establish strategic business units

(SBUs) Assign resources to each SBU

Assess growth opportunities


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Good Mission Statements

Focus on limited number of goals

Stress major policies and values

Define major competitive spheres

Take a long-term view

Short, memorable, meaningful


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Infosys Technologies Limited

To achieve our objectives in an environment

of fairness, honesty, and courtesy towards

our clients, employees, vendors, and society

at large.


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Biocon

To be an integrated biotechnology enterprise

of global distinction.


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eBay

We help people trade anything on earth.

We will continue to enhance the onlinetrading experiences of allcollectors,

dealers, small businesses, unique item

seekers, bargain hunters, opportunity

sellers, and browsers.


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Table 2.3Product Orientationvs. Market Orientation

Company Product Market

Xerox We make copying

equipment

We improve office

productivity

Columbia

Pictures

We make movies We entertain

people

Encyclopedia

Britannica

We sell encyclopedias We distribute

information

Carrier We make air conditioners

and furnaces

We provide climate

control inside

homes


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CharacteristicsofSBUs

It is a single business or collection of

related businesses

It has its own set of competitors It has a leader responsible for strategic

planning and profitability


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Figure 2.5 The Strategic Planning Gap


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Strategies Suggestedby Ansoffs

Product-Market Expansion Grid

Market penetration (CM+CP)

Market development (NM+CP)

Product development (CM+NP)

Diversification (NM+NP)


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Developingthe Peoples Car

TATA Nano


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Figure 2.7 The Business Unit

Strategic Planning Process


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SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats


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Market Opportunity Analysis (MOA)

Can the benefits involved in the opportunity

be articulated convincingly to a defined target

market?

Can the target market be located andreached with cost-effective media and trade

channels?

Does the company possess or have access

to the critical capabilities and resources

needed to deliver the customer benefits?


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Market Opportunity Analysis (MOA)

(cont.)

Can the company deliver the benefits

better than any actual or potential

competitors?

Will the financial rate of return meet or

exceed the companys required

threshold for investment?


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FedEx added

Sunday deliveries

based on customerrequests and

market demand

FedEx


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GoalFormulationand MBO

Units objectives must be hierarchical

Objectives should be quantitative

Goals should be realistic Objectives must be consistent


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Porters Generic Strategies

Overall Cost Leadership

Differentiation

Focus


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CategoriesofMarketing Alliances

Product or Service Alliances

Promotional Alliances

Logistics Alliances

Pricing Collaborations


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Marketing Plan Contents

Executive summary

Table of contents

Situation analysis

Marketing strategy

Financial projections

Implementation controls


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Evaluatinga Marketing Plan

Is the plan simple?

Is the plan specific?

Is the plan realistic?

Is the plan complete?


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Marketing Debate

What good is a mission statement?

Take a position:1. Mission statements are critical to a

successful marketing organization.

or

2. Mission statements rarely provide

useful marketing value.


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Marketing Discussion

What implications do Porters valuechain and the holistic marketing

orientation model have for

marketing planning?

MM-II Dr. Lokesh Jindal 1

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