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Marketing Strategy Join us on Facebook http://www.facebook.com/pages/MosaStore-Entrepreneur-Center/ 126135372120 Attend our Seminars, register at: http ://www.meetup.com/20min- MBAs Sept 22 nd 2010 Meet-up #3 www.20minMBAs.com

Marketing strategy

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1. What is Marketing Management2. Typical Marketing Plan Format3. Market Research4. Marketing Mix5. Customer Perceived Value (CVP)6. Positioning7.Marketing Calendar8. Customer Relationship Management

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Page 1: Marketing strategy

Marketing Strategy

Join us on Facebookhttp://www.facebook.com/pages/MosaStore-Entrepreneur-Center/126135372120Attend our Seminars, register at:http://www.meetup.com/20min-MBAs

Sept 22nd 2010Meet-up #3

www.20minMBAs.com

Page 2: Marketing strategy

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

Page 3: Marketing strategy

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.

Page 4: Marketing strategy

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

Page 5: Marketing strategy

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

Page 6: Marketing strategy

Market Research Sources

Page 7: Marketing strategy

The 4 Ps of Marketing

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Customer Perceived Value

Page 9: Marketing strategy

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

Page 10: Marketing strategy

High moisturizing

low moisturizing

Nondeodorant Deodorant

ZestLever 2000

Safeguard

DialLifebuoy

Tone

Dove

LuxCoast

Lava

2

1

4

5

7

38

6

Positioning – Perpetual Map

Page 11: Marketing strategy

Implementation and ControlMar2007

Apr May Jun Jy Aug Sep Oct Nov Dec Jan 2008

Feb

Marketplaceevents

Mktgactivity

Mktgmaterial

Preparationactivities

Page 12: Marketing strategy

Customer Relationship Management

Page 13: Marketing strategy

Customer Development Process

Page 14: Marketing strategy

Thank You

www.20minMBAs.com

Join us on Facebookhttp://www.facebook.com/pages/MosaStore-Entrepreneur-Center/126135372120Attend our Seminars, RSPV at:http://www.meetup.com/20min-MBAs