the appetizerobjectives• Short – term• Long - termmethodology• Institution• Subject• Instructor
marketing to strategic marketing strategic marketing marketing management marketing
Marketing 1.0, 2.0 & 3.0 Marketing 1.0 Industrial age Product-centric Marketing 2.0 Information age Consumer-oriented Marketing 3.0 Intelligence age Value-driven
Strategic marketing • Markets Analyzing • Competitive space • Strategies Formulating • Marketing program • Organization Implementing • Implementation & control
Marketing Activities • Research & MIS / MDSS • Analyses of consumer , Covert market & environment • Formulating Strategies • Product • Price Overt • Place • Promotion
Understanding CustomerCustomer Purchase Decision Lifestyle Demographics Social Psychological Elements Factors
Influence on consumer purchase decision Consumer Psychological Social Elements Demographics Factors• Income • Culture • Personality• Education • Social Class • Attitude• Occupation • Reference • Class• Gender group consciousness• Age • Opinion leader • Motivation• Marital status • Social • Perceived risk• Mobility performance • Importance of • Family life purchase cycle
Selection of Newspaper Brand Why ? Dawn Jung Awam Dawn The Business News Recorder
Market – Driven Strategies • Understanding • Superior to market & competition customers that • Applicable to form the multiple situation MARKET` • Difficult to copy Market Distinctive oriented capabilities Matching Superior Customer performance value with Capabilities • Customer Value • Comparing • Providing value to organization’s customer capabilities with • Value initiative Customer value
Market – Driven Strategies• Market-Driven strategies begin with an understanding of market and the customer that form the market. The characteristics of MD Strategies include becoming market oriented, determining distinctive capabilities, finding a match between customer value and organizational capabilities and obtaining superior performance by providing superior customer value.• Distinctive capabilities are superior to competition, difficult to duplicate and applicable to multiple competitive situations. These can be classified as Outside-in, Inside-out and spanning processes. The Outside-in provides direction to Inside-out & spanning processes by identifying customer needs and superior value opportunities.
Strategies development Corporate SBU Marketing• Mission & • BU market • Product-market objectives opportunities Analysis,• SBUs • Position against segmentation,• Long-term competition competition strategic • Financial analysis & planning for Co. situation & continuous & SBUs projection learning of market • Strengths & Weaknesses • Targeting , positioning & relationship • Marketing-mix strategy
Product-Market Segmentation-CharacteristicsComplex/Simple market Turbulent/Stable market Many segments Change in segment Many competition sources Change in competition Multiple distribution channel Change in distribution channel Complex value proposition Change in value proposition Complicated decision making process Change in decision making process
Product-Market Segmentation - StepsSelect Area Decide Brands Data - Buyer’s perception for available/ ideal brands Form composite attribute Groups Prepare Consumer Perception Map & Plot Groups & Brands – Evaluate & Interpret
Consumer Perception Map Expensive A E G-2 BLow G-3 HighQuality G-1 Quality C G-4 D Inexpensive
KeyMarket sensing 1 = Disaster 7 = Ideal Probability of the event occurring High Medium Low 7 Field of 6 Utopia Dream Effect 5 Of the Event 4 Things to On the Watch Company 3 2 Future Danger Risk 1
Customer value expectations ? Product use experience
New Product Concepts • Modification • InnovationBy Company • Minor Innovation • Major InnovationBy Company • New to Company, Not New to Market • New to Company and New to Market & Market • Transformational Innovation Innovation • Substantial Innovation • Incremental Innovation
New Product Planning Process Testing & commercial. Product & Marketing Strategy Business development Analysis Screening & Evaluation / Concept development Need & Testing analysis & Idea generation
Pizza Hut in KarachiQ.1) Outside-in ; Market sensing-very limited market, R&D Inside-out: Production technology, Envrl. Health etc.Q.2) Demographics: Income & Age Social: Social class & Social performance / Life cycle Psychological; Attitude & Personality 1 Income 2 Age 3 Attitude 4 Social class 5 Personality 6 Social performance / Life cycleQ.3) No. Its Simple & Turbulent Segment, Competition, Channel are Limited but have changed over the time.
Pizza Hut in Karachi Expensive G-1Low G-2 HighQuality Quality G-3 Inexpensive
Pizza Hut in KarachiQ.5)Utopia: Grand political alliance Increase in tourism International trade exhibitionFuture Risk: Events causing political & economic instability Decline in international relation at state level Cultural, religious or ethical moves creating negative impact on international brands
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