Marketing planning and Marketing strategy

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Marketing planning and Marketing strategy

  1. 1. MARKETING PLANNING AND MARKETING STRATERGIES Presenter: Nazarenu Fernandes BE ETC 2012
  2. 2. MARKETING !!!!WHAT IS IT ????
  3. 3. I M A GREAT IN THAT CASE… LOVER I LOVE YOU
  4. 4. You ThinkMarketing Is About This
  5. 5. MARKETING PLANSMARKETINGSTRATERGY
  6. 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. 7. PURPOSE OF MARKETING PLANNING
  8. 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. 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. 10. STEPS INVOVLED IN MARKET PLANNING
  11. 11. ANALYSE : SCANNING THE MARKET ENVIRONMENTS• Identify favorable and unfavorable factors prevailing in the environment• Find specific business opportunities and their attractiveness
  12. 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. 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. 14. PERFORM SWOT ANALYSIS
  15. 15. DEVELOP MARKETING PLANS1.Clear- Unambiguous2.Quantified- Outcomes should be quantified3.Focused- Avoid temptation4.Realistic- Achievable5.Agreed- Committed to the goal
  16. 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. 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. 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. 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. 20. “Human nature has a tendency to admirecomplexity but reward simplicity.” – BEN HUH
  21. 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. 22. Formulating Marketing StrategyBefore Formulating, Ask three primary Qs1. Does goals relate to Marketing2. Are Goals achievable3. Are resources available in store
  23. 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. 24. TECHNIQUES AND PRACTICES FOR MASS PRODUCTION“The production of too many useful things results in toomany useless people. “ -Karl Marx
  25. 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. 26. TECHNIQUES USED•Moving Tracks•Conveyor Belts•Robots•Elevators•Overhead Cranes
  27. 27. MAIN CONCERNS•Expensive Machinery•Guarantee investment returns•High installation costs/maintenance•Long term demand for the product•Versatile
  28. 28. “A Goal is a dream with a deadline” -Zig Zagler

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