Marketing Strategy

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Sept 22nd 2010Meet-up #3

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What is Marketing Management

Typical Marketing Plan Format

Market Research

Marketing Mix

Customer Perceived Value (CVP)

Positioning

Marketing Calendar

Customer Relationship Management

Today’s Agenda

Marketing Management

Marketing management is the art and science of choosing target markets

and getting, keeping, and growing customers through

creating, delivering, and communicating superior customer value.

A typical M-plan format• Executive summary• Table of Contents• Introduction• Objectives• Market Research• Segment, target, position• Marketing Mix: the 4Ps• Implementation & Control• Summary• Financial plan: includes sales forecast &

expenditures• Risks, assumptions and contingencies

Steps in Market Segmentation, Targeting, and Positioning

Market segmentation1. Identify bases for

segmenting the market

2. Develop profiles ofresulting segments

Market targeting3. Develop measures of

segment attractiveness

4. Select the target segment(s)

Market positioning

6. Develop marketing mixfor each target segment

5. Develop positioningfor each target segment

Market Research Sources

The 4 Ps of Marketing

Customer Perceived Value

Positioning is the act of designing the company’s

offering and image to occupya distinctive place in the mind of

the target market

So, you know your target market: next …… positioning

High moisturizing

low moisturizing

Nondeodorant Deodorant

ZestLever 2000

Safeguard

DialLifebuoy

Tone

Dove

LuxCoast

Lava

2

1

4

5

7

38

6

Positioning – Perpetual Map

Implementation and ControlMar2007

Apr May Jun Jy Aug Sep Oct Nov Dec Jan 2008

Feb

Marketplaceevents

Mktgactivity

Mktgmaterial

Preparationactivities

Customer Relationship Management

Customer Development Process

Thank You

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