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