Marketing planning and Marketing strategy

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  • 1. MARKETING PLANNING AND MARKETING STRATERGIES Presenter: Nazarenu Fernandes BE ETC 2012
  • 2. MARKETING !!!!WHAT IS IT ????
  • 3. I M A GREAT IN THAT CASE… LOVER I LOVE YOU
  • 4. You ThinkMarketing Is About This
  • 5. MARKETING PLANSMARKETINGSTRATERGY
  • 6. “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
  • 7. PURPOSE OF MARKETING PLANNING
  • 8. MARKETING PLANNING ISAn outline of a design to accomplisha specific objective: •To create value for customers at a profit •To create a mutually beneficial relationship
  • 9. USE OF MARKETING PLANTo determine:• Where the company is now• Where it wants to go• How to get thereIncludes:• Advertising Plan• Sales Promotion Plan• Pricing Plan• Distribution Plan• Product Plan• Target Market Plan
  • 10. STEPS INVOVLED IN MARKET PLANNING
  • 11. ANALYSE : SCANNING THE MARKET ENVIRONMENTS• Identify favorable and unfavorable factors prevailing in the environment• Find specific business opportunities and their attractiveness
  • 12. • Gather the emerging marketing opportunities• Identify the threats• Analyse the competition• Undertake customer sensing – customer response to the product – probes customer’s loyalties
  • 13. MARKETING RESEARCH EXTERNAL INTERNAL•Information of Customer •Sales/Order or Profit/Margin•Information on Competitor •Industry Type•Economic Factors •Geographical Area•Political Factors•Environmental Factors Also Includes 4Ps of Marketing•Cultural Factors i.e. Product, Price, Promotion, Place
  • 14. PERFORM SWOT ANALYSIS
  • 15. DEVELOP MARKETING PLANS1.Clear- Unambiguous2.Quantified- Outcomes should be quantified3.Focused- Avoid temptation4.Realistic- Achievable5.Agreed- Committed to the goal
  • 16. Setting the marketing objectives of the business unitFactors Considered• Weigh the opportunities available• The threats• Forces of competition• Resources and capabilities• Marketing organization
  • 17. SETTING UP MARKETING OBJECTIVES•What the Business is trying to achieve•Can be set at two levels 1. Corporate Level 2. Functional Level
  • 18. CORPORATE LEVEL•Organization Specific Goals•Should Conform with SMART CriteriaEXAMPLES :1. Aim for return of Investment of atleast 15%2. Aim to increase earnings by atleast 10% every year
  • 19. FUNCTIONAL LEVEL•Objectives specific for MarketingActivities•Should Conform with SMART CriteriaEXAMPLES:1. Aim to Achieve market share of 10%2. Aim to create 75% customer BRAND awareness in the market3. Increase the Loyalty Base
  • 20. “Human nature has a tendency to admirecomplexity but reward simplicity.” – BEN HUH
  • 21. Strategy, refers to a plan of action and tactics designedto achieve a particular goal...They are dynamic. They are partially planned andpartially unplanned…
  • 22. Formulating Marketing StrategyBefore Formulating, Ask three primary Qs1. Does goals relate to Marketing2. Are Goals achievable3. Are resources available in store
  • 23. Formulating Marketing StrategyFormat of Marketing Strategy has three sections:1. Basic Assumptions: Survey results and past planning2. Strategic Goals: Goals for growth and fiscal health of the co-op3. Achieving Goals: Ideas that will alter public mind to conform to strategic goals Advertising Strategy is a result of Marketing StrategyMarketing Strategy  Creates the PRODUCT for the MARKETAdvertising Strategy  Creates the MARKET for the PRODUCT (Media as Vehicle)
  • 24. TECHNIQUES AND PRACTICES FOR MASS PRODUCTION“The production of too many useful things results in toomany useless people. “ -Karl Marx
  • 25. 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
  • 26. TECHNIQUES USED•Moving Tracks•Conveyor Belts•Robots•Elevators•Overhead Cranes
  • 27. MAIN CONCERNS•Expensive Machinery•Guarantee investment returns•High installation costs/maintenance•Long term demand for the product•Versatile
  • 28. “A Goal is a dream with a deadline” -Zig Zagler