Siemens AG has grown through new product innovation and strategic acquisitions
Nike Creates Value
Three V’s Approach to Marketing Define the value segment Define the value proposition Define the value network
ABN Amro’s value Proposition for its SB Accounts
On a minimum monthly average balance of Rs.10,000 our saving bank account offers you something other savings accounts don’t:
Value for money
Free cheque pick up from your home or office
Cash delivery to your home or office(upto Rs.10,000)
Extended banking hours (9am to 4.30pm) on week-days
Sunday banking (9am to 12 noon0
Free home delivery of pay orders and demand drafts.
Free local pay orders
Free cheque return protection
Free metro cheque clearing
Free money transfers
Free standing instructions to pay regular bills (like your kid’s school fees)
Account opening from your home or office.
ABN Amro calls it the Savings Advantage Account.
What is the Value Chain?
The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
Cisco Systems Taps into Partner Expertise to Create Value
Standard Chartered Bank
Core Business Processes
New-offering realization process
Customer acquisition process
Customer relationship management process
Fulfillment management process
Characteristics of Core Competencies
A source of competitive advantage
Applications in a wide variety of markets
Difficult to imitate
Netflix’s Distinctive Capabilities
Firms Should Consider Key Questions
Can we learn from the past?
How should the present be evaluated?
What do we envision for the future?
What is Holistic Marketing?
Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and coprosperity among key stakeholders.
Intel’s New Brand Identity: Leap Ahead
What is a Marketing Plan?
A marketing plan is the central instrument for directing and coordinating the marketing effort.
It operates at a strategic and tactical level.
Levels of a Marketing Plan
Target marketing decisions
Analysis of marketing opportunities
The Strategic Planning, Implementation, and Control Processes
Corporate Headquarters’ Planning Activities
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to each SBU
Assess growth opportunities
Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful
Major Competitive Spheres Industry Products Market segment Geographical Competence Vertical channels
Infosys Technologies Limited “ To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors, and society at large.”
Biocon “ To be an integrated biotechnology enterprise of global distinction.”
eBay “ We help people trade anything on earth. We will continue to enhance the online trading experiences of all — collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers .”
Product Orientation vs. Market Orientation We provide climate control inside homes We make air conditioners and furnaces Carrier We distribute information We sell encyclopedias Encyclopedia Britannica We entertain people We make movies Columbia Pictures We improve office productivity We make copying equipment Xerox Market Product Company
Dimensions That Define a Business Customer groups Technology Customer needs
Characteristics of SBUs
It is a single business or collection of related businesses
It has its own set of competitors
It has a leader responsible for strategic planning and profitability
Strategies Suggested by Ansoff’s Product-Market Expansion Grid
Developing the People’s Car ‘TATA Nano’
What is Corporate Culture?
Corporate culture is the shared experiences, stories, beliefs, and norms that characterize an organization.
Categories of Marketing Alliances Product or Service Alliances Promotional Alliances Logistics Alliances Pricing Collaborations
Marketing Plan Contents
Table of contents
Evaluating a Marketing Plan
Is the plan simple?
Is the plan specific?
Is the plan realistic?
Is the plan complete?
What good is a mission statement?
Take a position:
Mission statements are critical to a
successful marketing organization.
2. Mission statements rarely provide
useful marketing value.
Each student is in effect a “product”. Like all product’s you (they) must be marketed for success. Write your own “mission statement” about your career and a “goal statement” of where you see yourselves in 5 years, 10 years, and after 20 years.