e Marketing Ppt

Presented by:-Ankit KamalRoll no:-06

MBA(EB)Semester 4th

2010-2012

What is E-Marketing

E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet.

The terms E-Marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.

E-Marketing Planning and Strategies

“Market-oriented strategic planning is the managerial process of developing and maintaining a viable fit between the organisation’s objectives, skills and resources and its changing market opportunities”.

“The aim of strategic planning is to shape and reshape the company’s businesses and products so that they yield target profits and growth”.


Competition - competitive forces, analysing competitorsMonitoring environmental change - managing

strategic environmental issuesOpportunities - market and sales opportunity analysisCompetitive advantage - distinctive capabilities, cost

and differentiation strategies, product differentiation strategies

Resource reviewsStrategic fit - fitting both market opportunities and

internal capabilities


There are five types of

company:

1. those who make things happen2. those who think they make things happen3. those who watch things happen4. those who wonder what happened, and5. those that did not know that anything

had happened


marketing strategy is a series of integrated actions leading to a sustainable competitive advantage

strategic marketing seeks to secure and maintain competitive advantage in order to meet the goals of the organisation

searching for advantage involves both an inward-looking resource-based view and an outward-looking view of market and selling opportunities

it involves consideration of the interaction of three key variables: external environment, organisation goals and strategies


vision

corporate objectives

marketing audit

SWOT analysis

formulate strategies

forecasts

budgets

Implementation programme

control

Performance review and evaluation

1 objectives

2 situation review

3 strategies and plans

4 action

Strategic Focuswhat business are we in?what business should we be in?what business should we not be in?

identify opportunities

target marketsproduct, price, promotion anddistribution strategies

action: products, prices,promotion, distribution


Environmental Influences:------

1)broad environmental variables: economy, technology, society

2)industry variables: industry structure, lifecycle, specific technology, structure of competition, strategies and performance

3)market variables: lifecycle, segment structure, demand influences, purchase size and frequency

Target customer

s

suppliers

Marketing and salesintermediaries

publicscompetitors

promotion

product

place price

Demographic/economicenvironment

Political/legalenvironment

Technical/physicalenvironment

Social/culturalenvironment

Marketing and sales information system

Marketing organisation and implementationsystem

Marketing planning system

Marketing & salesorganisation

system

Factors influencing company marketing strategies

publics

Environmental factorse.g. rate of technological change

nature of competitionintensity of competition

Strategic factorse.g. long-term objectives

strategic time horizonproduct-market strategy

Managerial factorse.g. communication

attitudesleadership style

Organisational factorse.g. sizestructureculture

innovation capability

Marketing factorse.g. use of market research

customer serviceproduct quality

Business Performance

Factors influencingcompetitivesuccess


Strategiesbedrock strategy - to build and sustain

capabilities of reputation, know-how, relationships, physical resources

then determine strategies to transform these into positional advantage vis a vis competitors

must derive strategies for market positioning in the chosen target segments

have strategies to deliver continuing customer satisfaction

Organisation capabilities

Used to create value for

customers

Provide customers with desired benefits

Careful assessment of these capabilities

what capabilities to build

analysis of opportunities

choice of opportunities to address

Value creation for customers

Internet website and e-

commerce

E-Marketing Planning and Strategies value-defining processes [influenced by e-marketing]

market sensing to understand what customers value (what benefits buying)

assess what the organisation creates from a customer perspective

value-developing processes [influenced by e-marketing]

what creates customer value in the value chain? how can customer value be enhanced through product and

service development? what facilitates and inhibits better product or service delivery


Value-delivering processes [influenced by e-marketing]

can the product or service be better delivered? can it be made available at better times in better locations?

Value-maintaining processes [influenced by e-marketing

customer linking, channel bonding, managing brand equity


Potential benefits of an Internet site:

Improvement in corporate identity and imageImproved customer serviceIncreased visibility among targeted segmentsMarket expansionOnline transactionsLower communication costs


Website generations:1. First generation: static electronic

brochures, supplier broadcasting to many potential and existing customers

2. Second generation: interactive website, with product stock availability, FAQs and pricing information; still supplier driven

3. Third generation: fully interactive website, personalisation and market research information collection

Demandprice elasticity

substitutesrate of growth

cyclical, seasonal

Market structurenumber of buyers and sellers

product differentiationbarriers to entrycost structures

vertical integrationdiversification

Conductpricing behaviour

product strategy and advertisingresearch and innovation

plant investmentlegal tactics

Performanceproduction and allocative efficiency

progress, full employmentequity

Public Policytaxes and subsidies

regulationprice controls

antitrustinformation

Supplyraw materialtechnologyproduct durabilityvalue/weight

Basic Conditions

The structure-conduct-performance paradigm

Threat ofnew entrants

Bargaining power of customers

Threat of substituteproducts or services

Bargaining powerof suppliers

The industryjockeying forposition amongcurrentcompetitors

Porter’s fiveforces

corporate planning

division planning

business planning

product planningE-marketing

planning

organising

implementing

action

Measuring results

diagnosing results

taking corrective action

Planning Implementing Controlling

Business mission

External environment

(opportunities and threats)

Internal environment

(strength and weaknesses

analysis)

Goal formulation

Strategy formulation

Programme formulation

implementation

Feedback and control

Business strategic planning process

SWOT Analysis


1. Objectives: what business do we want to be in? (where do we want to be?)

2. Situation Review: where are we now?3. Strategies, Tactics and Plans: how do we

get there?, how do we exactly get there?4. Action and Control: doing it and asking

did we get there?

Business definition

Environmental situation

Competitive situation

Resources and capabilities

Analysis of past performance

Preliminary objectives

Opportunities and threats

Strengths and

weaknesses

Specification of present strategy

Strategic thinking

•identify key issues

•develop strategy options

Analysis

•resolve issues•evaluate options

Decisions

•strategy•performance

objectives

•An e-marketing strategy needs to be fully integrated into an organisation’s business and marketing strategies and plans

•Rather than have a separate e-marketing strategy it is important to have an integrated marketing plan with an e-marketing plan as a sub-set of that marketing plan

Documents

e Marketing Ppt