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MISSION - 2012MISSION - 2012Prepared By : Md. Mushfik MonjurPrepared By : Md. Mushfik Monjur
OVERVIEWOVERVIEW
Image Marketing
Brand equity
Divisional Planning
We Place High Value On Customer Service
Organization mission
Strategic management
Divisional Strategy
Corporate Strategy
Strategic Marketing
Our Strategic PlanningOur Strategic Planning
DevelopingDeveloping and and MaintainingMaintaining a a strategic fit between the strategic fit between the organization's objectives and organization's objectives and resources and its changing market resources and its changing market opportunities.opportunities.
Org Objectives Resources
Changing Environment
Strategic Fit
Sun TzeSun Tze on Strategy on Strategy
““Know your enemy, know yourself, Know your enemy, know yourself, and your victory will not be and your victory will not be threatened. Know the terrain, know threatened. Know the terrain, know the weather, and your victory will the weather, and your victory will be complete.”be complete.”
Few Facts : Electricity Generation In Few Facts : Electricity Generation In BangladeshBangladesh
Maximum generation in 2008 : 3935.1 Maximum generation in 2008 : 3935.1 MWMW
Maximum Generation In 2007 : 4130 MWMaximum Generation In 2007 : 4130 MW
Maximum Generation In History : 4130 Maximum Generation In History : 4130 MWMW
Development plan Up to 2012Development plan Up to 2012
Installed Capacity, MW Installed Capacity, MW Peak Demand, MW Peak Demand, MW Net Generation, MKWh Net Generation, MKWh Transmission Line, Km Transmission Line, Km Capacity of Grid S/S, MVA Capacity of Grid S/S, MVA
(a) 230/132 KV(a) 230/132 KV
(b) 132/33 KV (b) 132/33 KV Distribution Line, Km Distribution Line, Km No. of Consumers, million No. of Consumers, million No. of Village Electrified No. of Village Electrified per Capita Generation, kWh per Capita Generation, kWh Access to Electricity Access to Electricity Investment Requirement, (billion Investment Requirement, (billion
Tk) Tk)
9,6669,666
7,887 7,887
39,157 39,157
7,180 7,180
11,575 11,575
17,920 17,920
3,45,530 3,45,530
12.75 12.75
69,571 69,571
260 260
65% 65%
307307
Road To 2012 & Our ScopeRoad To 2012 & Our Scope
Upcoming New Power plants : 26Upcoming New Power plants : 26 Out of 26 – Gas Power : 25 & Hydropower Out of 26 – Gas Power : 25 & Hydropower
:1:1 Present Proven Reserve of Natural Gas : Present Proven Reserve of Natural Gas :
8.40 TCF8.40 TCF First Half of FY08 : First Half of FY08 :
i) Avg. Daily Power generation – 3552 i) Avg. Daily Power generation – 3552 MWMW
ii) Peak Demand Stood At : 5200 MWii) Peak Demand Stood At : 5200 MW
SCOPE OF WORKSSCOPE OF WORKS
DESADESA DESCODESCO BPDBBPDB PGCBPGCB DPDCDPDC PBSPBS BERCBERC REBREB
APSCLAPSCL EGCBEGCB NWZPDCNWZPDC NWPGCNWPGC PCPC SZPDCSZPDC WZPDCWZPDC RPCRPC
Our Key Elements of Marketing Strategy Our Key Elements of Marketing Strategy FormulationFormulation
The strategic 3 Cs The strategic 3 Cs Customers, Competitors & the Customers, Competitors & the
CorporationCorporation Strategic Marketing DecisionsStrategic Marketing Decisions
Where to competeWhere to competeHow to competeHow to competeWhen to competeWhen to compete
We Must have a clearly defined We Must have a clearly defined market market
We Must have a good match between We Must have a good match between corporate strengths and market needscorporate strengths and market needs
We Must have significant positive We Must have significant positive differentiation in the key success differentiation in the key success factors of the businessfactors of the business
A Viable Marketing StrategyA Viable Marketing Strategy
Marketing Audit of EELMarketing Audit of EEL
ComprehensiveComprehensive Must cover all marketing areasMust cover all marketing areas
SystematicSystematic Sequential diagnostic stepsSequential diagnostic steps
IndependentIndependent Internal & external auditorsInternal & external auditors
PeriodicPeriodic Performed at regular intervalsPerformed at regular intervals
Charter ValueCharter Value
1.1. Customer SatisfactionCustomer Satisfaction2.2. Profitability Profitability 3.3. Warm relationship with othersWarm relationship with others4.4. Sense of AccomplishmentSense of Accomplishment5.5. Self-fulfillmentSelf-fulfillment6.6. Sense of belongingSense of belonging7.7. Respect from othersRespect from others8.8. Self-respectSelf-respect9.9. SecuritySecurity
Sources of Customer ValueSources of Customer Value
EconomicEconomic:: The economic benefit a customer derives from The economic benefit a customer derives from
using a productusing a product FunctionalFunctional::
Those aspects of a product that provide Those aspects of a product that provide functional or utilitarian benefits to customersfunctional or utilitarian benefits to customers
PsychologicalPsychological: : The image of the product, including how the The image of the product, including how the
product “feels” and whether that feeling matches product “feels” and whether that feeling matches the image the customer wants to projectthe image the customer wants to project
ENERGYPAC IS A BRAND
OUR BRAND BUILDING PROCESS
Touch-Points
Brand Positionin
g and Essence
Brand Strateg
y
Brand Benefits
Consumer Study
Brand Attribut
es EnergypaEnergypacBrand cBrand
BuildingBuilding
Our Brand
EEL
ENVIRON- MENT
PACKAGING
EVENTS
BROADCAST
CO-BRANDING
GUERRILLA MEDIA
OUTDOOR
RETAIL
THEME ART
PROMOS
MARKETING
INTERACTIVE DIRECTMKTG
E-MAILMARKETING
E-COMMERCE
ONLINEMEDIA
UNIFORM
CRMCRM
PUBLIC RELATIONS
DIGITAL ASSET MGMT
GRAPHIC STANDARDS
PLAYING SURFACE
CORPORATE IDENTITY
How Can We Measure Our Brand How Can We Measure Our Brand EquityEquity
1.1.Awareness:Awareness: Being aware of a brand is usually a requirement for its Being aware of a brand is usually a requirement for its purchase and tends to lead to more favorable opinions by purchase and tends to lead to more favorable opinions by reducing the risk associated with a familiar option.reducing the risk associated with a familiar option.
2.2.Associations:Associations: Images related to overall quality as well as specific Images related to overall quality as well as specific product attributes and user characteristics affect the product attributes and user characteristics affect the reaction to a brand.reaction to a brand.
3.3.Attitude: Attitude: Overall favorability toward a brand is a critical part of Overall favorability toward a brand is a critical part of brand equity.brand equity.
4.4.Attachment:Attachment: Loyalty to a brand is the strongest type of equity, and Loyalty to a brand is the strongest type of equity, and most beneficial for sellers. most beneficial for sellers.
5.5.Activity:Activity: The strongest fans of a brand become advocates. The strongest fans of a brand become advocates.
How Can We Maintain Brand How Can We Maintain Brand LoyaltyLoyalty
Brand Loyalty
Treat the Customer right
Stay close to the Customer
Measure / ManageCustomer Satisfaction
Create a solution for aCustomer Problem /Reward loyalty
Provide Extras
We May Maintain Brand AwarenessWe May Maintain Brand Awareness
Top ofMind
Brand Recall
Brand Recognition
Unaware of Brand
Assessing the Value of the Product Assessing the Value of the Product CategoryCategory
1.1.Determine the uses of the productDetermine the uses of the product
2.2.Estimate the importance of the usesEstimate the importance of the uses
3.3.List competing products for the usesList competing products for the uses
4.4.Determine the relative effectiveness Determine the relative effectiveness of the product category in each of the product category in each usage situationusage situation
Three Minute Drill…Three Minute Drill…
How Can We Improve Our How Can We Improve Our Customer Analysis for Our Customer Analysis for Our Project?Project? DemographicDemographic SocioeconomicSocioeconomic PersonalityPersonality Psychographics and valuesPsychographics and values
Hierarchy of ObjectivesHierarchy of ObjectivesCompany Mission/Vision
Corporate objectives
Corporate strategies
Divisional objectives
Divisional strategies
Product/brand objectives
Brand strategies
Program objectives
Tactics
Level I
Level 0
Level III
Level II
Level IV
Strategic AlternativesStrategic Alternatives
Growth in sales or market share
New segments
Market development
Convert nonusers
New product development
Competitors’ customers
Efficiency, short-run
profits
Reduce costs
Decrease inputs
Improve asset
utilization
Increase price
Increase outputs
Improve sales mix
Existing customers
Market penetration
Long-term
profits
We May Focus On Five Areas For We May Focus On Five Areas For DifferentiationDifferentiation
1.1.QualityQuality
2.2.Status and ImageStatus and Image
3.3.BrandingBranding
4.4.Convenience and ServiceConvenience and Service
5.5.DistributionDistribution
EEL believes in creating motivating communication solutions that connect brand assets with consumers on deep emotional levels.
This fusion drives activation, increases brand awareness and builds brand equity - positioning client brands for maximum success.
What: EEL Believes Brands Must “Win The Heart”
We Value Different Types of ObjectivesWe Value Different Types of Objectives
ProfitabilityProfitability GrowthGrowth Market shareMarket share Social responsibilitySocial responsibility Employee welfareEmployee welfare Product QualityProduct Quality ServiceService
R&DR&D DiversificationDiversification EfficiencyEfficiency Financial stabilityFinancial stability Resource Resource
conservationconservation Mgt & labor Mgt & labor
developmentdevelopment
RECENT STRATEGIC DEVELOPMENTRECENT STRATEGIC DEVELOPMENT
Strategy phase 1
2000
Existing Strategies
Strategy phase 2
Upcoming Years
New corporate strategy
Changes in external environment
Our approach: Products & services
Discipline reviews Property strategy
Key themes:
Making the case for change
Restructuring to enable change
Market focus Modernizing our services Managing collection as single entity E-strategy
Vision Mission Strategic priorities
Corporate strategy
OVERALL CHANGE PROGRAMME TIMELINEOVERALL CHANGE PROGRAMME TIMELINE
2008
JUNE
Remaining After Dec
2008
2008
Expected Signing Contract
2008
December
Total : 370 MW
Public : 60 MW
Private-Public Partnership : 310 MW
Total : 570 MW
Public : 240 MW
Public-Private Partnership : 330 MW
Total : 2820 MW
Public : 1470 MW
Public-Private Partnership : 1350 MW
2009
Demand
About 6000 MW
For Reliable Supply : 7300 MW
Per capita Consumption : 170 KWh
Total : 2310 MW
Public : 1410 MW
Public-Private Partnership : 900 MW
About 9,300 MW
2012
Demand
STRATEGY PHASE - PROGRESS TO DATESTRATEGY PHASE - PROGRESS TO DATE
But still much to do to REACH and EMBED
More externally focused and market facing
More effective and efficient management of core functions
More integrated view of collections and their management
Faced up to endemic HR issues; modernised our people strategy
Catching up with our technology infrastructure
STRATEGY PHASE – OUR APPROACH STRATEGY PHASE – OUR APPROACH
Focus for Corporate Strategy review
APPROACH•First conduct in-depth analysis of EEL’s strategic context (internal and external)
•Then focus efforts on developing long-term Vision•Ultimately develop Strategic Priorities as first stage of Business Planning cycle
Mission statement
VisionStrategic priorities
StrategiesBusiness Plans
BudgetsImplem-entation
Perform-ance & impact review
Analyse strategic context (both internal and external)
Organisational values
STRATEGIC FOCUS FOR THE NEXT 3 YEARSSTRATEGIC FOCUS FOR THE NEXT 3 YEARS
Transforming search and navigation
Building the digital research environment Growing and managing the collection
Developing our people
Concerns of EEL’s competitive analysis How can our competitors be grouped meaningfully?
Figure 20.8Source: Adapted from Wilson et al. (1992).
Function ProcessFunction Process Market ResearchMarket Research Direct MarketingDirect Marketing Online MarketingOnline Marketing Trade ShowsTrade Shows Public RelationsPublic Relations Collateral MaterialCollateral Material AdvertisingAdvertising Lead ManagementLead Management MeasurementMeasurement
Direct Mail, Print Direct Mail, Print SeminarsSeminars DigitalDigital
Email, Web site, Banner Email, Web site, Banner Ads, LinksAds, Links
Case Studies, White Case Studies, White Papers Papers
SpeakingSpeaking Database ManagementDatabase Management
Tactical MarketingTactical Marketing
Define USPDefine USP Identify marketIdentify market Generate marketing Generate marketing
ideasideas Plan concept Plan concept
developmentdevelopment
Forecast financial Forecast financial analysisanalysis
Create a corporate IDCreate a corporate ID Prepare market Prepare market
entry strategyentry strategy
Make Marketing Decisions That:Make Marketing Decisions That:
Satisfy target customers’ needsSatisfy target customers’ needs
Help them achieve their organizational Help them achieve their organizational goals and objectivesgoals and objectives
Strategic MarketingStrategic Marketing
Understand emerging business trendsUnderstand emerging business trends Define value-based marketDefine value-based market Create a focusCreate a focus Plot organizational developmentPlot organizational development DODO competitive analysis competitive analysis Develop communication & collateral materialsDevelop communication & collateral materials Talk to the decision makerTalk to the decision maker
Strategic PlanningStrategic Planning
Be aware of industry and economic Be aware of industry and economic changeschanges
Understand buyer’s pain Understand buyer’s pain Know your client’s buy cycleKnow your client’s buy cycleAnalyze business problems to better Analyze business problems to better
formulate marketing strategy formulate marketing strategy Research client’s needsResearch client’s needs
Reasons People BuyReasons People Buy
NeedNeed DesireDesire EmotionEmotion
SecuritySecurity IntegrityIntegrity QualityQuality ServiceService ValueValue PricePrice
What to look for What they want
Image MarketingImage Marketing
Know key differentiatorsKnow key differentiators Stick to Position StatementStick to Position StatementCreate perceived value in marketingCreate perceived value in marketing Project problem solving featuresProject problem solving features Stay focusedStay focusedBuild value over timeBuild value over time
Combined target market approach
Single target market approach
Multiple target market approach
Allcustomerneeds
Somegenericneeds
Onebroadproductmarket
Homogeneous(narrow) product markets
Narrowing down tospecific product-market
Segmentinginto possibletarget markets
Selectingtarget marketingapproach
Our Approach of Narrowing Target Markets
THANK YOUTHANK YOU