Marketing Management      9 step plan                       1
Contents - 9 steps marketing1.   Understand – what is it?2.   Predict - What would be the future3.   Develop – What should...
9 step management     The Marketing Metrics   3
The Firm & the External EnvironmentThe Market OperationsUnderstand and Predict               Promote• Market              ...
Marketing Planning1. Identify opportunities2. Set Objectives4. Develop Strategies6. Formulate Plans•   Implement and Contr...
1 - Understand the MarketSize by sales               Geography by unitsSize by units               Geography by salesSize ...
The Market OperationsUnderstand and Predict                         Promote•   Market• Customers                         •...
UNDERSTAND the competitors•   Defining characteristics   •Marketing Strengths•   Channels                   •Sales Strengt...
Understand - continueUnderstand the Customer          Understand the products•Define existing customers       •Competing p...
2 - Predict the MarketSize by sales                Geography by unitsSize by units                Geography by salesSize b...
Predict the competitorsDefining characteristics   Sales StrengthsChannels                   Financial StrengthsSales proce...
Predict - continuePredict the Customer             Predict the products•Define existing customers       •Competing product...
3 - DEVELOPDevelop Products           Develop Investments   –Product requirements   • Promotional   –Service Requirements ...
4 -          PROMOTEPromoting the products        Promoting the Company                                 –Media Relations –...
5 - Identify OpportunitiesIdentify Product / Market   Identify IntegrativeOpportunities                  Opportunities   –...
6 - Set ObjectivesSet Objectives to                            Set objectives to InternalEnvironmental Constraints        ...
7 - DEVELOP STRATEGYDevelop Target Market           Develop ProductStrategy                        Positioning   –Map to e...
8 - Formulate PlanFormulate Market Entry   Set budgetsPlans                       –Total marketing budget                 ...
9 - Implement and ControlPLAN REVIEWS           STRATEGY–Market entry plans    COLLABORATION–Product positioningplans     ...
Contents - 9 step management•   Understand – what is it?•   Predict - What would be the future•   Develop – What should I ...
Thank youQuestions please                   21
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9 step marketing vg

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how to prepare a marketing plan

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9 step marketing vg

  1. 1. Marketing Management 9 step plan 1
  2. 2. Contents - 9 steps marketing1. Understand – what is it?2. Predict - What would be the future3. Develop – What should I do?4. Promote – How should I communicate with the customers5. Identify opportunities – Where do we want to be?6. Set objectives – What are our targets7. Develop strategy – how do we reach there?8. Formulate plans - decide today for tommorrow9. Implement and control – ensure achievement 2
  3. 3. 9 step management The Marketing Metrics 3
  4. 4. The Firm & the External EnvironmentThe Market OperationsUnderstand and Predict Promote• Market • Products• Customers • The company• Competitors • Sales to Prospects• Products • Customer PartnershipsDevelop Products• Expectations• Investments• Organisational Structure A Comprehensive Model of Marketing 4
  5. 5. Marketing Planning1. Identify opportunities2. Set Objectives4. Develop Strategies6. Formulate Plans• Implement and Control 5
  6. 6. 1 - Understand the MarketSize by sales Geography by unitsSize by units Geography by salesSize by profits Channels by salesSupermarket size by sales Channel by unitsSupermarket size by units Channel by profitsCompetitors by units Specific segmentations by salesCompetitors by units Specific Segmentation by unitsCompetitors by profits Specific segmentation by profitsCustomer type by sales Technological influencesCustomers type by units Manufacturing influencesCustomer type by profits Other influencesGeography by sales Financial influences 6
  7. 7. The Market OperationsUnderstand and Predict Promote• Market• Customers •Products• competitors •The company• Products •Sales to ProspectsDevelop Products •Customer Partnerships• Expectations• Investments• Organizational Structure 7
  8. 8. UNDERSTAND the competitors• Defining characteristics •Marketing Strengths• Channels •Sales Strengths• Sales procedures •Financial Strengths• Terms and conditions •Manufacturing Strengths• Services •Technical Strengths• Product set •Marketing weaknesses• Product Strategies •Sales weaknesses• Profit Margins •Financial weaknesses• Customer who •Manufacturing weaknesses• Customers why? •Technical weaknesses• Promotional tactics 8
  9. 9. Understand - continueUnderstand the Customer Understand the products•Define existing customers •Competing products•Define potential customers •Product Categories•Product type buying criteria •Why used •Substitutes •Life cycle stage•Vendor Criteria •Relation to other products•Buying pattern •Percentage of cost•Decision Makers •How the product works•Decision Process•Product Use•Sales and Lost sales Analysis 9
  10. 10. 2 - Predict the MarketSize by sales Geography by unitsSize by units Geography by salesSize by profits Channels by salesSupermarket size by sales Channel by unitsSupermarket size by units Channel by profitsCompetitors by units Specific segmentations by salesCompetitors by units Specific Segmentation by unitsCompetitors by profits Specific segmentation by profitsCustomer type by sales Technological influencesCustomers type by units Manufacturing influencesCustomer type by profits Other influencesGeography by sales Financial influences 10
  11. 11. Predict the competitorsDefining characteristics Sales StrengthsChannels Financial StrengthsSales procedures Manufacturing StrengthsTerms and conditions Technical StrengthsServices Marketing weaknessesProduct set Sales weaknessesProduct Strategies Financial weaknessesProfit Margins Manufacturing weaknessesCustomer who Technical weaknessesCustomers why?Promotional tacticsMarketing Strengths 11
  12. 12. Predict - continuePredict the Customer Predict the products•Define existing customers •Competing products•Define potential customers •Product Categories•Product type buying criteria •Why used •Substitutes •Life cycle stage•Vendor Criteria •Relation to other products•Buying pattern •Percentage of cost•Decision Makers •How the product works•Decision Process•Product Use•Sales and Lost sales Analysis 12
  13. 13. 3 - DEVELOPDevelop Products Develop Investments –Product requirements • Promotional –Service Requirements • Research and Development –Terms and Conditions • Sales –Support Requirements • Manufacturing –Distribution outlets • Operations –Time Frames • Management Information Services –Price • Marketing Developing Organisational StructureDevelop Expectations •Marketing –Environmental •Sales –Financial •Research and Development –Skills and Systems •Manufacturing •Operations •Management information Services 13
  14. 14. 4 - PROMOTEPromoting the products Promoting the Company –Media Relations –Media advertising –Press Release –Direct mail –Articles –Press Release –Sponsorships –Collateral literature –Advertising –Application information –Investor Relations –Documentation –Newletters / Magazines –Trade Shows Promoting sales to prospects –Presentations –Catalogs –Seminars –Articles Promoting Customers Partnership –Sales guide –Communication –Future Directions 14
  15. 15. 5 - Identify OpportunitiesIdentify Product / Market Identify IntegrativeOpportunities Opportunities –Market Development –Backward –Product Development –Forward –Market Penetration –HorizontalIdentify DiversificationOpportunities –Concentric –Horizontal –Conglomerate 15
  16. 16. 6 - Set ObjectivesSet Objectives to Set objectives to InternalEnvironmental Constraints Requirements•Supports a company •Specificopportunity •Measurable•Measurable •Achievable •Realistic •Time bound 16
  17. 17. 7 - DEVELOP STRATEGYDevelop Target Market Develop ProductStrategy Positioning –Map to existing segments –Product –Map to new segments –Place –Large enough –Promotion –Growing fast enough –Price –Available Develop Timing Strategy –Unsatisfied needs –DatesDevelop Market Entry Strategy –Linkages –Acquire –Develop –Collaborate 17
  18. 18. 8 - Formulate PlanFormulate Market Entry Set budgetsPlans –Total marketing budget –Allocation to operational –Acquisition activities –Development –Allocation to planning –Collaboration activities –Allocation among productsFormulate ProductPositioning Plans –Product –Place –Promotion –Price 18
  19. 19. 9 - Implement and ControlPLAN REVIEWS STRATEGY–Market entry plans COLLABORATION–Product positioningplans –Market CollaborationBUDGET REVIEWS –Opportunity collaboration–Total budgets –Competitor collaboration–Operation budgets–Planning budgets–Product budgets 19
  20. 20. Contents - 9 step management• Understand – what is it?• Predict - What would be the future• Develop – What should I do?• Promote – How should I communicate with the customers• Identify opportunities – Where do we want to be?• Set objectives – What are our targets ROE / ROA• Develop strategy – how do we reach there?• Formulate plans• Implement and control 20
  21. 21. Thank youQuestions please 21
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