STRATEGIC MARKETINGDECISIONS
the appetizerobjectives• Short – term• Long - termmethodology• Institution• Subject• Instructor
marketing to strategic marketing                    strategic                    marketing                    marketing   ...
Marketing 1.0, 2.0 & 3.0                Marketing 1.0   Industrial age          Product-centric                Marketing 2...
Strategic marketing                          • Markets             Analyzing    • Competitive                            s...
Marketing Activities               • Research & MIS / MDSS               • Analyses of consumer , Covert          market &...
Understanding CustomerCustomer Purchase Decision             Lifestyle             Demographics   Social          Psycholo...
Influence on consumer purchase decision     Consumer                            Psychological                     Social E...
Selection of a Brand   Why ?     A           B         C
Selection of Newspaper Brand    Why ?   Dawn          Jung          Awam   Dawn          The       Business               ...
Market – Driven Strategies    • Understanding                                     • Superior to      market &             ...
Market – Driven Strategies• Market-Driven strategies begin with an understanding of market and the customer that form the ...
Strategies developmentCorporate      SBU       Marketing
Strategies development    Corporate              SBU               Marketing• Mission &          • BU market          • Pr...
Product-Market Segmentation-CharacteristicsComplex/Simple market                   Turbulent/Stable market  Many segments ...
Product-Market Segmentation - StepsSelect Area   Decide Brands       Data - Buyer’s perception for available/       ideal ...
Consumer Perception Map                  Expensive                                              A          E              ...
KeyMarket sensing                                    1 = Disaster                                                    7 = I...
Customer value expectations      ? Product use experience
New Product Concepts              • Modification              • InnovationBy Company      • Minor Innovation              ...
New Product Planning Process                                                         Testing &                            ...
Pizza Hut in KarachiQ.1)   Outside-in ; Market sensing-very limited market, R&D       Inside-out: Production technology, E...
Pizza Hut in Karachi            Expensive                           G-1Low                          G-2                   ...
Pizza Hut in KarachiQ.5)Utopia:               Grand political alliance               Increase in tourism               Int...
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Marketing Planning

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Marketing Planning

  1. 1. STRATEGIC MARKETINGDECISIONS
  2. 2. the appetizerobjectives• Short – term• Long - termmethodology• Institution• Subject• Instructor
  3. 3. marketing to strategic marketing strategic marketing marketing management marketing
  4. 4. 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
  5. 5. Strategic marketing • Markets Analyzing • Competitive space • Strategies Formulating • Marketing program • Organization Implementing • Implementation & control
  6. 6. Marketing Activities • Research & MIS / MDSS • Analyses of consumer , Covert market & environment • Formulating Strategies • Product • Price Overt • Place • Promotion
  7. 7. Understanding CustomerCustomer Purchase Decision Lifestyle Demographics Social Psychological Elements Factors
  8. 8. 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
  9. 9. Selection of a Brand Why ? A B C
  10. 10. Selection of Newspaper Brand Why ? Dawn Jung Awam Dawn The Business News Recorder
  11. 11. 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
  12. 12. 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.
  13. 13. Strategies developmentCorporate SBU Marketing
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Consumer Perception Map Expensive A E G-2 BLow G-3 HighQuality G-1 Quality C G-4 D Inexpensive
  18. 18. 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
  19. 19. Customer value expectations ? Product use experience
  20. 20. 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
  21. 21. New Product Planning Process Testing & commercial. Product & Marketing Strategy Business development Analysis Screening & Evaluation / Concept development Need & Testing analysis & Idea generation
  22. 22. 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.
  23. 23. Pizza Hut in Karachi Expensive G-1Low G-2 HighQuality Quality G-3 Inexpensive
  24. 24. 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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