TOP 10 Learning Concepts Chapter 2: Developing MarketingStrategies and Plans<br />Steven Michael Y. Andrada<br />April 8, ...
Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Maj...
Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Co...
Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Maj...
Concept 1<br />3 V’s Approach to Marketing<br />5/56<br />www.stevenandrada.blogspot.com<br />
Define customer and needs<br />3 V’s Approach to Marketing<br />6/58<br />Concept 1:<br />www.stevenandrada.blogspot.com<b...
Identify and satisfy an unmet need that your target market possesses.<br />3 V’s Approach to Marketing<br />7/58<br />Conc...
System of partnerships and alliances that a firm creates to source, augment and deliver its offerings.<br />3 V’s Approach...
Examples<br />9/58<br />Concept 1:<br />www.stevenandrada.blogspot.com<br />
Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Maj...
Concept 2<br />11/58<br />Levels of a Marketing Plan<br />Strategic<br />Tactical<br />www.stevenandrada.blogspot.com<br />
Strategic Level<br />12/58<br />Concept 2:<br />It's the content of your marketing message.<br />www.stevenandrada.blogspo...
Examples<br />13/58<br />Concept 2:<br />Strategic Marketing<br /><ul><li>What you Say?
How you Say it?
Who you Say it To?</li></ul>www.stevenandrada.blogspot.com<br />
It's the medium your message is delivered in.<br />Tactical Level <br />14/58<br />Concept 2:<br />www.stevenandrada.blogs...
Examples<br />15/58<br />Concept 2:<br />Tactical Marketing<br /><ul><li>Placing ads
Creating brochures
Sending out mailers
Attending trade shows</li></ul>www.stevenandrada.blogspot.com<br />
Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Maj...
Concept 3<br />17/58<br />Core Business Process<br />www.stevenandrada.blogspot.com<br />
Gathering market intelligence<br />18/58<br />Concept 3:<br />Core Business Process<br />www.stevenandrada.blogspot.com<br />
Researching, developing & launching a product<br />19/58<br />Concept 3:<br />www.stevenandrada.blogspot.com<br />
Defining target markets & prospecting for new customers<br />20/58<br />Concept 3:<br />Core Business Process<br />www.ste...
Building deeper understanding, relationship & offerings<br />21/58<br />Concept 3:<br />Core Business Process<br />www.ste...
Receiving & approving orders, shipping goods & collecting payment<br />22/58<br />Concept 3:<br />Core Business Process<br...
Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Maj...
Concept 4<br />24/58<br />Major Competitive Spheres<br />Industry<br />Geographical<br />Products<br />Vertical <br />Chan...
Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Maj...
Concept 5<br />26/58<br />Types of Business Orientation<br />Product Orientation - The company believes that they have a s...
Examples<br />27/58<br />Concept 5:<br />www.stevenandrada.blogspot.com<br />
Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Co...
Concept 6<br />29/58<br />Dimensions That Define a Business<br />www.stevenandrada.blogspot.com<br />
Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Co...
Concept 7<br />31/58<br />Ansoff’s Product – Market Expansion Grid<br />Current Products<br />New Products<br />Current <b...
Gain market share with current products in the current market<br />32/58<br />Concept 7:<br />Ansoff’s Product – Market Ex...
33/58<br />Concept 7:<br />Develop new products of potential interest to the current markets<br />Ansoff’s Product – Marke...
34/58<br />Concept 7:<br />Develop new markets for the current products<br />Ansoff’s Product – Market Expansion Grid<br /...
35/58<br />Concept 7:<br />Develop new products to the new markets<br />Ansoff’s Product – Market Expansion Grid<br />Curr...
Examples<br />36/58<br />Concept 7:<br />Macbook Pro<br />Iphone<br />Ipod<br />Ipad<br />www.stevenandrada.blogspot.com<b...
Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Co...
Concept 8<br />38/58<br />Marketing Plan Contents<br />Executive Summary <br />Table of Contents<br />Situation Analysis<b...
Brief Summary of main goals & recommendations<br />39/58<br />Concept 8:<br />Executive Summary<br />www.stevenandrada.blo...
Outlines the marketing plan <br />40/58<br />Concept 8:<br />Table of Contents<br />www.stevenandrada.blogspot.com<br />
41/58<br />Concept 8:<br />Presents relevant background data<br />Situation Analysis<br /><ul><li>Cost
Sales
Markets
Competitors
Forces </li></ul>www.stevenandrada.blogspot.com<br />
42/58<br />Concept 8:<br />Game Plan to accomplish the plan’s objectives<br />Marketing Strategy<br /><ul><li>Mission
Marketing & Financial Objectives
Market Offerings</li></ul>www.stevenandrada.blogspot.com<br />
43/58<br />Concept 8:<br />Estimates future financial performance<br />Financial Projections<br /><ul><li>Sales Forecast
Break Even Analysis
Expense Forecast</li></ul>www.stevenandrada.blogspot.com<br />
44/58<br />Concept 8:<br />Outline the control for monitoring & adjusting implementation<br />Implementation Controls <br ...
Contingency Plans
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Top10 ch2-developing-marketing-strategies-and-plans-andrada v1

  1. 1. TOP 10 Learning Concepts Chapter 2: Developing MarketingStrategies and Plans<br />Steven Michael Y. Andrada<br />April 8, 2011<br />www.stevenandrada.blogspot.com<br />1/58<br />
  2. 2. Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Major Competitive Spheres<br />5. Product Orientation vs Market Orientation<br />2/58<br />www.stevenandrada.blogspot.com<br />
  3. 3. Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Contents<br />9. Porter’s Generic Strategies<br />10. Categories of Marketing Alliances<br />3/58<br />www.stevenandrada.blogspot.com<br />
  4. 4. Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Major Competitive Spheres<br />5. Product Orientation vs Market Orientation<br />4/58<br />www.stevenandrada.blogspot.com<br />
  5. 5. Concept 1<br />3 V’s Approach to Marketing<br />5/56<br />www.stevenandrada.blogspot.com<br />
  6. 6. Define customer and needs<br />3 V’s Approach to Marketing<br />6/58<br />Concept 1:<br />www.stevenandrada.blogspot.com<br />
  7. 7. Identify and satisfy an unmet need that your target market possesses.<br />3 V’s Approach to Marketing<br />7/58<br />Concept 1:<br />www.stevenandrada.blogspot.com<br />
  8. 8. System of partnerships and alliances that a firm creates to source, augment and deliver its offerings.<br />3 V’s Approach to Marketing<br />8/58<br />Concept 1:<br />www.stevenandrada.blogspot.com<br />
  9. 9. Examples<br />9/58<br />Concept 1:<br />www.stevenandrada.blogspot.com<br />
  10. 10. Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Major Competitive Spheres<br />5. Product Orientation vs Market Orientation<br />10/58<br />www.stevenandrada.blogspot.com<br />
  11. 11. Concept 2<br />11/58<br />Levels of a Marketing Plan<br />Strategic<br />Tactical<br />www.stevenandrada.blogspot.com<br />
  12. 12. Strategic Level<br />12/58<br />Concept 2:<br />It's the content of your marketing message.<br />www.stevenandrada.blogspot.com<br />
  13. 13. Examples<br />13/58<br />Concept 2:<br />Strategic Marketing<br /><ul><li>What you Say?
  14. 14. How you Say it?
  15. 15. Who you Say it To?</li></ul>www.stevenandrada.blogspot.com<br />
  16. 16. It's the medium your message is delivered in.<br />Tactical Level <br />14/58<br />Concept 2:<br />www.stevenandrada.blogspot.com<br />
  17. 17. Examples<br />15/58<br />Concept 2:<br />Tactical Marketing<br /><ul><li>Placing ads
  18. 18. Creating brochures
  19. 19. Sending out mailers
  20. 20. Attending trade shows</li></ul>www.stevenandrada.blogspot.com<br />
  21. 21. Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Major Competitive Spheres<br />5. Product Orientation vs Market Orientation<br />16/58<br />www.stevenandrada.blogspot.com<br />
  22. 22. Concept 3<br />17/58<br />Core Business Process<br />www.stevenandrada.blogspot.com<br />
  23. 23. Gathering market intelligence<br />18/58<br />Concept 3:<br />Core Business Process<br />www.stevenandrada.blogspot.com<br />
  24. 24. Researching, developing & launching a product<br />19/58<br />Concept 3:<br />www.stevenandrada.blogspot.com<br />
  25. 25. Defining target markets & prospecting for new customers<br />20/58<br />Concept 3:<br />Core Business Process<br />www.stevenandrada.blogspot.com<br />
  26. 26. Building deeper understanding, relationship & offerings<br />21/58<br />Concept 3:<br />Core Business Process<br />www.stevenandrada.blogspot.com<br />
  27. 27. Receiving & approving orders, shipping goods & collecting payment<br />22/58<br />Concept 3:<br />Core Business Process<br />www.stevenandrada.blogspot.com<br />
  28. 28. Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Major Competitive Spheres<br />5. Product Orientation vs Market Orientation<br />23/58<br />www.stevenandrada.blogspot.com<br />
  29. 29. Concept 4<br />24/58<br />Major Competitive Spheres<br />Industry<br />Geographical<br />Products<br />Vertical <br />Channels<br />Competence<br />Market <br />Segment<br />www.stevenandrada.blogspot.com<br />
  30. 30. Outline<br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Major Competitive Spheres<br />5. Product Orientation vs Market Orientation<br />25/58<br />www.stevenandrada.blogspot.com<br />
  31. 31. Concept 5<br />26/58<br />Types of Business Orientation<br />Product Orientation - The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will like it also.<br />Market Orientation - Puts the customer at the heart of the business.<br />www.stevenandrada.blogspot.com<br />
  32. 32. Examples<br />27/58<br />Concept 5:<br />www.stevenandrada.blogspot.com<br />
  33. 33. Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Contents<br />9. Porter’s Generic Strategies<br />10. Categories of Marketing Alliances<br />28/58<br />www.stevenandrada.blogspot.com<br />
  34. 34. Concept 6<br />29/58<br />Dimensions That Define a Business<br />www.stevenandrada.blogspot.com<br />
  35. 35. Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Contents <br />9. Porter’s Generic Strategies<br />10. Categories of Marketing Alliances<br />30/58<br />www.stevenandrada.blogspot.com<br />
  36. 36. Concept 7<br />31/58<br />Ansoff’s Product – Market Expansion Grid<br />Current Products<br />New Products<br />Current <br />Markets<br />Market-penetration<br />strategy<br />Product-development<br />strategy<br />New<br />Markets<br />Market-development<br />strategy<br />Diversification<br />strategy<br />Source: 13th Edition, Marketing Management, Kotler & Keller<br />www.stevenandrada.blogspot.com<br />
  37. 37. Gain market share with current products in the current market<br />32/58<br />Concept 7:<br />Ansoff’s Product – Market Expansion Grid<br />Current Products<br />New Products<br />Current <br />Markets<br />Market-penetration<br />strategy<br />Product-development<br />strategy<br />New<br />Markets<br />Market-development<br />strategy<br />Diversification<br />strategy<br />Source: 13th Edition, Marketing Management, Kotler & Keller<br />www.stevenandrada.blogspot.com<br />
  38. 38. 33/58<br />Concept 7:<br />Develop new products of potential interest to the current markets<br />Ansoff’s Product – Market Expansion Grid<br />Current Products<br />New Products<br />Current <br />Markets<br />Market-penetration<br />strategy<br />Product-development<br />strategy<br />New<br />Markets<br />Market-development<br />strategy<br />Diversification<br />strategy<br />Source: 13th Edition, Marketing Management, Kotler & Keller<br />www.stevenandrada.blogspot.com<br />
  39. 39. 34/58<br />Concept 7:<br />Develop new markets for the current products<br />Ansoff’s Product – Market Expansion Grid<br />Current Products<br />New Products<br />Current <br />Markets<br />Market-penetration<br />strategy<br />Product-development<br />strategy<br />New<br />Markets<br />Market-development<br />strategy<br />Diversification<br />strategy<br />Source: 13th Edition, Marketing Management, Kotler & Keller<br />www.stevenandrada.blogspot.com<br />
  40. 40. 35/58<br />Concept 7:<br />Develop new products to the new markets<br />Ansoff’s Product – Market Expansion Grid<br />Current Products<br />New Products<br />Current <br />Markets<br />Market-penetration<br />strategy<br />Product-development<br />strategy<br />New<br />Markets<br />Market-development<br />strategy<br />Diversification<br />strategy<br />Source: 13th Edition, Marketing Management, Kotler & Keller<br />www.stevenandrada.blogspot.com<br />
  41. 41. Examples<br />36/58<br />Concept 7:<br />Macbook Pro<br />Iphone<br />Ipod<br />Ipad<br />www.stevenandrada.blogspot.com<br />
  42. 42. Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Contents <br />9. Porter’s Generic Strategies<br />10. Categories of Marketing Alliances<br />37/58<br />www.stevenandrada.blogspot.com<br />
  43. 43. Concept 8<br />38/58<br />Marketing Plan Contents<br />Executive Summary <br />Table of Contents<br />Situation Analysis<br />Marketing Strategy<br />Financial Projections<br />Implementation Controls <br />www.stevenandrada.blogspot.com<br />
  44. 44. Brief Summary of main goals & recommendations<br />39/58<br />Concept 8:<br />Executive Summary<br />www.stevenandrada.blogspot.com<br />
  45. 45. Outlines the marketing plan <br />40/58<br />Concept 8:<br />Table of Contents<br />www.stevenandrada.blogspot.com<br />
  46. 46. 41/58<br />Concept 8:<br />Presents relevant background data<br />Situation Analysis<br /><ul><li>Cost
  47. 47. Sales
  48. 48. Markets
  49. 49. Competitors
  50. 50. Forces </li></ul>www.stevenandrada.blogspot.com<br />
  51. 51. 42/58<br />Concept 8:<br />Game Plan to accomplish the plan’s objectives<br />Marketing Strategy<br /><ul><li>Mission
  52. 52. Marketing & Financial Objectives
  53. 53. Market Offerings</li></ul>www.stevenandrada.blogspot.com<br />
  54. 54. 43/58<br />Concept 8:<br />Estimates future financial performance<br />Financial Projections<br /><ul><li>Sales Forecast
  55. 55. Break Even Analysis
  56. 56. Expense Forecast</li></ul>www.stevenandrada.blogspot.com<br />
  57. 57. 44/58<br />Concept 8:<br />Outline the control for monitoring & adjusting implementation<br />Implementation Controls <br /><ul><li>Modifications
  58. 58. Contingency Plans
  59. 59. Reviewing of budgets</li></ul>www.stevenandrada.blogspot.com<br />
  60. 60. Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Contents<br />9. Porter’s Generic Strategies<br />10. Categories of Marketing Alliances<br />45/58<br />www.stevenandrada.blogspot.com<br />
  61. 61. Concept 9<br />46/58<br />Porter’s Generic Strategies<br />www.stevenandrada.blogspot.com<br />
  62. 62. Being the low cost producer in an industry for a given level of quality<br />47/58<br />Concept 9:<br />www.stevenandrada.blogspot.com<br />
  63. 63. Development of a product or service that offers unique attributes<br />48/58<br />Concept 9:<br />Toothpaste <br />w/ whitening<br />www.stevenandrada.blogspot.com<br />
  64. 64. Concentrates on a narrow segment<br />49/58<br />Concept 9:<br />Toothpaste for Kids<br />www.stevenandrada.blogspot.com<br />
  65. 65. Outline<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Contents <br />9. Porter’s Generic Strategies<br />10. Categories of Marketing Alliances<br />50/58<br />www.stevenandrada.blogspot.com<br />
  66. 66. Concept 10<br />51/58<br />Categories of Marketing Alliances<br />Product or Service Alliances<br />Promotional Alliances<br />Logistic Alliances<br />Pricing Collaborations<br />www.stevenandrada.blogspot.com<br />
  67. 67. 52/58<br />Concept 10:<br />Two companies jointly market their complementary or a new product.<br />Product or Service Alliances<br />Apple product uses Intel processors<br />www.stevenandrada.blogspot.com<br />
  68. 68. One company agrees to carry a promotion for another company’s product or service<br />53/58<br />Concept 10:<br />Promotional alliances<br />Globe Telecom & Apple<br />www.stevenandrada.blogspot.com<br />
  69. 69. One company offers logistical services for another company’s product<br />54/58<br />Concept 10:<br />Logistics Alliances<br />Mister Kabab & City Delivery<br />www.stevenandrada.blogspot.com<br />
  70. 70. One or more companies join in a special pricing collaboration<br />55/58<br />Concept 10:<br />Pricing Collaborations <br />Cathay Pacific & Disneyland<br />www.stevenandrada.blogspot.com<br />
  71. 71. Summary <br />1. 3 V’s Approach to Marketing<br />2. Levels of A Marketing Plan<br />3. Core Business Processes<br />4. Major Competitive Spheres<br />5. Product Orientation vs Market Orientation<br />56/58<br />www.stevenandrada.blogspot.com<br />
  72. 72. Summary<br />6. Dimensions That Define a Business<br />7. Ansoff’s Product-Market Expansion Grid<br />8. Marketing Plan Contents<br />9. Porter’s Generic Strategies<br />10. Categories of Marketing Alliances<br />57/58<br />www.stevenandrada.blogspot.com<br />
  73. 73. TOP 10 Learning Concepts Chapter 2: Developing MarketingStrategies and Plans<br />Steven Michael Y. Andrada<br />April 1, 2011<br />www.stevenandrada.blogspot.com<br />58/58<br />

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