PRINCIPLES OF MARKETING
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The document outlines the sections and components of a marketing plan, including marketing objectives, strategies, product/service details, target markets, branding, pricing, distribution, advertising, tactical implementation, budget, feedback/control, financial projections, and references. The plan seeks to analyze opportunities/threats, strengths/weaknesses, growth rates, market needs/preferences to develop tactics to achieve brand awareness and revenue targets.
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DLSL- SY: 2012-2013
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Reyes, Dexi
Torres, Jenielyn
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By the end of this course the delegates will be able to:
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Analyse your company in relation with your competitors & by examining your customers’ decision making process
Segment the market, target each segment and use a marketing mix to address each segment as part of your marketing strategy
Use product life cycle to decide on your marketing strategy
Set your pricing strategy using a variety of methods and in line with supply and demand
Identify distribution channels and setup various ways to get your products to customers ahead of your competitors
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MARKETING PLAN
Your Name
*
*
Market SummaryMarket: Past, present, and futureReview changes in market share, leadership, players, market shifts, costs, pricing, and competition
*
*
Product DefinitionDescribe the product or service being marketed
*
*
CompetitionThe competitive landscapeProvide an overview of product competitors, and their strengths and weaknessesPosition each competitor’s product against the new product
*
*
PositioningPositioning of product or serviceStatement that distinctly defines the product in its market and against its competition over time
Consumer promise
Statement summarizing the benefit of the product or service to the consumer
*
*
Communication StrategiesMessaging by audienceTarget consumer demographics
*
*
Packaging and FulfillmentProduct packagingDiscuss form factor, pricing, look, and strategyDiscuss fulfillment issues for items not shipped directly with the product
COGs
Summarize cost of goods and high-level bill of materials
*
*
Launch StrategiesLaunch planIf product is being announced
Promotion budget
Supply backup material with detailed budget information for review
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*
Public RelationsStrategy and executionPR strategiesPR plan highlightsHave backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.
*
*
AdvertisingStrategy and executionOverview of strategyOverview of media and timingOverview of ad spending
*
*
Other PromotionDirect marketingOverview of strategy, vehicles, and timingOverview of response targets, goals, and budget
Third-party marketing
Co-marketing arrangements with other companies
Marketing programs
Other promotional programs
*
*
PricingPricingSummarize specific pricing or pricing strategiesCompare to similar productsPoliciesSummarize policy relevant to understanding key pricing issues
*
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DistributionDistribution strategyChannels of distributionSummarize channels of distributionDistribution by channelShow plan of what percent share of distribution will be contributed by each channel – a pie chart might be helpful
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Vertical Markets/SegmentsVertical market opportunitiesDiscuss specific market segment opportunitiesAddress distribution strategies for those markets or segmentsAddress use of third-party partner role in distribution to vertical markets
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InternationalInternational distributionAddress distribution strategiesDiscuss issues specific to international distributionInternational pricing strategyLocalization issuesHighlight requirements for local product variations
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Success MetricsFirst year goalsAdditional year goalsMeasures of success/failureRequirements for success
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*
Schedule18-month schedule highlightsTimingIsolate timing dependencies critical to success
*
*
Assignment 4: Your Marketing Plan
Need to submit full marketing plan from previous assignments 1,2,&3.
Use PowerPoint Presentation for your Week 10 Assig ...
SM htmch08thirded.pdf
The document outlines 10 learning objectives for a chapter on marketing strategy, positioning, and objectives. It defines key terms like marketing strategy, positioning, target markets, and marketing mix. It also describes different marketing strategies such as segmented, undifferentiated, and strategies for different product lifecycle stages or industry positions. Finally, it discusses the importance of positioning and outlines the 5 steps and 6 approaches to effective positioning.
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By the end of this course the delegates will be able to:
Understand historical approaches to marketing and how marketing process works in practice
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Segment the market, target each segment and use a marketing mix to address each segment as part of your marketing strategy
Use product life cycle to decide on your marketing strategy
Set your pricing strategy using a variety of methods and in line with supply and demand
Identify distribution channels and setup various ways to get your products to customers ahead of your competitors
Use four main elements of promotion to popularise your products
Follow a number of well-established marketing guidelines to maximise your chances of success
Call: 00971 4 3974905
WhatsApp:- 00971508530428 / 00971504130424 / 00971503068426
Email: mail@zabeelinstitute.ae
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This document provides an overview of marketing concepts and the marketing strategy process. It discusses defining marketing and the seven marketing functions. It outlines developing an effective marketing strategy which includes identifying a target market and creating a marketing mix. It also describes the consumer decision-making process and factors to consider when pricing and distributing products. Finally, it discusses the importance of communication in marketing and identifies common types of promotion.
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This document provides an introduction to business marketing. It defines marketing as the process of planning and executing the pricing, promotion, and distribution of goods and services to facilitate exchanges between buyers and sellers. The marketing mix, also called the 4 P's, refers to the unique combination of product, price, place (distribution), and promotion that a company uses to reach its target market. Successful companies tailor their marketing mixes to different products and correctly identify their target audiences. The document provides examples of project ideas for students to demonstrate their understanding of target markets and marketing mixes for different companies.
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Marketers use positioning to distinguish their products from competitors in the marketplace. Positioning involves developing a marketing mix to influence how target customers perceive a brand. The objective is to position products to appeal to the target market's desires and perceptions, while using positioning to gain an advantage over competitors. Common bases for positioning include highlighting product attributes, associating with price or quality, unique uses, type of user, or competitive differences. Positioning strategies outline how a company will present its product and compete through influencing consumer perceptions, competitors, and responding to business environment changes using the marketing mix elements of product, price, place, and promotion.
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This document discusses strategic choices for companies in mature and declining markets. In mature markets, companies must differentiate their products or maintain low costs to sustain competitive advantage. As markets decline, strategies include harvesting profits while reducing investment, maintaining market share, or becoming the dominant industry leader through aggressive actions that encourage competitors to exit. The optimal strategy depends on demand conditions, barriers to exit the market, and future competitive intensity.
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This document discusses key concepts related to product strategy and branding. It defines a product as anything offered in a market to satisfy a want or need, whether tangible or intangible. Products go through a life cycle of introduction, growth, maturity, and decline. A company's marketing strategy should evolve through these stages. Branding adds value by differentiating a product, building loyalty, and extending the life cycle. The 4Ps of marketing, especially product, packaging, and branding, are core elements of a product strategy.
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This document defines key terms related to products and pricing. It discusses the differences between consumer products and industrial products. It also defines important product attributes like size, color, and features. Additionally, it outlines key elements of products like brands, packaging, product lines, and product depth. The document then discusses the importance of pricing and different pricing strategies such as value-based pricing, cost-based pricing, price skimming, and penetration pricing. It also covers the steps involved in pricing and product line pricing.
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This document outlines the key aspects of advertising management and campaign development. It discusses choosing an advertising agency, the roles of account executives and creatives, conducting market research, setting communication objectives and budgets, selecting media, and developing a creative brief. The goal is to guide students in thinking through the full process of developing an advertising campaign, from selecting an agency to defining target markets, messages, objectives and evaluating competitive media usage. They will work in groups to apply these concepts by developing an example campaign for a selected product.
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The document discusses market segmentation, targeting, and positioning (STP). It defines segmentation as classifying customers into groups, targeting as selecting segments to enter, and positioning as arranging a product to occupy a clear place in customers' minds relative to competitors. The key steps are: 1) identifying segmentation bases; 2) developing segment profiles and selection criteria; 3) choosing target segments; 4) developing a position for each; and 5) creating a marketing mix for each. Effective segmentation requires segments be measurable, accessible, substantial, and differentially responsive to marketing activities. The document also discusses evaluating and choosing target segments and strategies for coverage, as well as developing competitive advantages and supporting a positioning strategy with a unique marketing mix.
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Similar to PRINCIPLES OF MARKETING
MARKETING PLANYour NameMarket Su.docx
MARKETING PLAN
Your Name
*
*
Market SummaryMarket: Past, present, and futureReview changes in market share, leadership, players, market shifts, costs, pricing, and competition
*
*
Product DefinitionDescribe the product or service being marketed
*
*
CompetitionThe competitive landscapeProvide an overview of product competitors, and their strengths and weaknessesPosition each competitor’s product against the new product
*
*
PositioningPositioning of product or serviceStatement that distinctly defines the product in its market and against its competition over time
Consumer promise
Statement summarizing the benefit of the product or service to the consumer
*
*
Communication StrategiesMessaging by audienceTarget consumer demographics
*
*
Packaging and FulfillmentProduct packagingDiscuss form factor, pricing, look, and strategyDiscuss fulfillment issues for items not shipped directly with the product
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Summarize cost of goods and high-level bill of materials
*
*
Launch StrategiesLaunch planIf product is being announced
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Supply backup material with detailed budget information for review
*
*
Public RelationsStrategy and executionPR strategiesPR plan highlightsHave backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.
*
*
AdvertisingStrategy and executionOverview of strategyOverview of media and timingOverview of ad spending
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*
Other PromotionDirect marketingOverview of strategy, vehicles, and timingOverview of response targets, goals, and budget
Third-party marketing
Co-marketing arrangements with other companies
Marketing programs
Other promotional programs
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*
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Need to submit full marketing plan from previous assignments 1,2,&3.
Use PowerPoint Presentation for your Week 10 Assig ...
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The document outlines 10 learning objectives for a chapter on marketing strategy, positioning, and objectives. It defines key terms like marketing strategy, positioning, target markets, and marketing mix. It also describes different marketing strategies such as segmented, undifferentiated, and strategies for different product lifecycle stages or industry positions. Finally, it discusses the importance of positioning and outlines the 5 steps and 6 approaches to effective positioning.
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MKT101A Assessment 1 Brief 20191111 Page 1 of 8 ASSESSM.docx
MKT101A Assessment 1 Brief 20191111 Page 1 of 8
ASSESSMENT 2 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Marketing Report
Individual/Group Individual
Length 2000 words (+/- 10%)
Learning Outcomes Addressed a) Describe the marketing concept
b) Outline and apply the elements of the marketing
process.
c) Identify and explain the macro and micro
environmental factors impacting the marketing of a
business or industry.
d) Demonstrate an ability to incorporate new trends to
solve marketing problems and apply communication
skills.
Submission By 11:55pm AEST/AEDT Sunday of Module 5.1
Weighting 45%
Total Marks 100 marks
Context
Following from the Assessment 1 brief you need to develop a marketing report for the same
client. The focus of this marketing report is to review and analyse your client’s marketing
strategies. This includes identifying a target market, creating a positioning statement as well
as a marketing mix analysis. Then utilising the information gained from the Assessment 1
situational analysis, combined with applying the marketing principles you have learned in
the subject, develop a concise outline of marketing strategy recommendations to assist your
client in growing the business.
MKT101A Assessment 1 Brief 20191111 Page 2 of 8
Instructions:
Develop a marketing report based on the following sections:
a. Cover Page including:
▪ Business name
▪ Student Identifier (name and number)
▪ Subject code and name
▪ Date of submission
▪ Facilitator name
b. Table of contents
c. Brief introduction
d. Target Market Profile. Develop a target market profile applying two (2) variables for
each of the following segmentation elements: demographic, geographic,
psychographic and behavioural elements. Note: Your business may target more than
one market and if so, focus on what you think is the largest target market.
e. Positioning Statement. Develop a positioning statement for the client highlighting
the values and benefits offered by the brand to consumers. This may be derived
from evaluating the client’s website and marketing communications in order to
complete the “Moore positioning statement” (template below):
For: (target customers)
Who must: (solve a specific problem or fulfil a need)
Our product is a: (describe product or solution)
That provides: (key breakthrough benefit which solves the problem and/or a
reason to believe)
Unlike: (reference direct competitors)
Our product /solution offers: (describe the key point of competitive
differentiation)
f. Analysis of the Current Marketing Mix. Analyse the variables that include
applications of:
i. Product strategy:
▪ Identification/suggestion of the three levels of product
▪ Product classification
▪ Identification/suggestion of the product portfolio (width, depth and lines)
MKT101A Assessment 1 Brief 20191111 Page 3 of 8
ii. Prici.
MKT101A Assessment 1 Brief 20191111 Page 1 of 8 ASSESSM.docx
MKT101A Assessment 1 Brief 20191111 Page 1 of 8
ASSESSMENT 2 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Marketing Report
Individual/Group Individual
Length 2000 words (+/- 10%)
Learning Outcomes Addressed a) Describe the marketing concept
b) Outline and apply the elements of the marketing
process.
c) Identify and explain the macro and micro
environmental factors impacting the marketing of a
business or industry.
d) Demonstrate an ability to incorporate new trends to
solve marketing problems and apply communication
skills.
Submission By 11:55pm AEST/AEDT Sunday of Module 5.1
Weighting 45%
Total Marks 100 marks
Context
Following from the Assessment 1 brief you need to develop a marketing report for the same
client. The focus of this marketing report is to review and analyse your client’s marketing
strategies. This includes identifying a target market, creating a positioning statement as well
as a marketing mix analysis. Then utilising the information gained from the Assessment 1
situational analysis, combined with applying the marketing principles you have learned in
the subject, develop a concise outline of marketing strategy recommendations to assist your
client in growing the business.
MKT101A Assessment 1 Brief 20191111 Page 2 of 8
Instructions:
Develop a marketing report based on the following sections:
a. Cover Page including:
▪ Business name
▪ Student Identifier (name and number)
▪ Subject code and name
▪ Date of submission
▪ Facilitator name
b. Table of contents
c. Brief introduction
d. Target Market Profile. Develop a target market profile applying two (2) variables for
each of the following segmentation elements: demographic, geographic,
psychographic and behavioural elements. Note: Your business may target more than
one market and if so, focus on what you think is the largest target market.
e. Positioning Statement. Develop a positioning statement for the client highlighting
the values and benefits offered by the brand to consumers. This may be derived
from evaluating the client’s website and marketing communications in order to
complete the “Moore positioning statement” (template below):
For: (target customers)
Who must: (solve a specific problem or fulfil a need)
Our product is a: (describe product or solution)
That provides: (key breakthrough benefit which solves the problem and/or a
reason to believe)
Unlike: (reference direct competitors)
Our product /solution offers: (describe the key point of competitive
differentiation)
f. Analysis of the Current Marketing Mix. Analyse the variables that include
applications of:
i. Product strategy:
▪ Identification/suggestion of the three levels of product
▪ Product classification
▪ Identification/suggestion of the product portfolio (width, depth and lines)
MKT101A Assessment 1 Brief 20191111 Page 3 of 8
ii. Prici.
Module 3 course1
Market segmentation refers to dividing a market into subgroups of customers with distinct needs and characteristics that lead to similar responses to marketing efforts. It allows companies to target specific segments effectively. There are three main criteria for segmentation: homogeneity within segments, distinction between segments, and similar response to the market. Effective segmentation creates identifiable, accessible, profitable, and durable segments that meet unique customer needs and can be measured. It facilitates choosing marketing targets and developing tailored and efficient marketing strategies for each segment.
Chapter 2 strategic marketing
This document outlines the key components of corporate, business, and marketing strategy. It discusses corporate strategy including defining the scope and purpose of the business. It also discusses business and marketing strategy relationships. The marketing strategy process is outlined including situation analysis, market vision/structure analysis, segmenting markets, and continuous learning. The document provides an outline for a marketing plan including sections on strategic situation summary, market targets and objectives, positioning statements, market mix strategy, coordination with other business functions, sales forecasts and budgets, and contingency plans.
entrepreneur
The document outlines the steps in preparing a marketing plan for a business:
1. Assess the business situation and current market conditions. Define the target market by identifying customer characteristics and selecting market segments to target.
2. Set specific, measurable, attainable, realistic and time-bound marketing goals and objectives.
3. Develop a marketing strategy and action plan by formulating strategies for the marketing mix of product, pricing, placement, and promotion. The plan should integrate these elements to achieve the stated goals.
International Marketing Management - Promotion & Distribution Strategies
Promotions; international advertising; sales promotion in international markets; international advertising; direct mailing; personal selling; exhibition; generic promotions in international marketing
Global Distribution; distribution as competitive advantage; rationalizing local channels; wholesaling; retailing; global logistics; parallel distribution; global channel design; Entry modes: Licensing, Strategic Alliances, Manufacturing Subsidiaries; optimal entry strategies.
Assessment Resource SummaryUnit DetailsBSBMKG609 D.docx
Assessment Resource Summary
Unit Details
BSBMKG609 Develop a marketing plan
Assessment Type
This is a
summative assessment
, this assessment needs adequate practice prior to undertaking this assessment.
Assessment Methods
Project and PPT
Assessment 2
Task 2 – Project Work and Presentation
Submission Details
The assessment task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See instructions below for details.
Assessment description
This assessment his divided in four (4) sections. This assessment requires you to devise a marketing strategy, plan marketing tactics, prepare the marketing plan and present and adjust the marketing plan.
Procedure
Section 1:
Devise a marketing strategy
Write a report that outlines the marketing strategies required for a marketing plan. You may use the case study scenario in Annex VII to complete the tasks.
Also read:
Marketing Plan for SPAR
1. Evaluate the options for marketing opportunities.
a. Provide a summary of the organisation’s business structure and products/services it provides.
b. Address the organisational objectives.
c. Evaluate the risks and returns in the selection process.
2. Identify the organisation’s strengths and opportunities in line with its current capabilities and resources.
a. Complete a SWOT analysis.
b. Complete a gap analysis.
c. Identify at least two possible alliances, and weigh up the advantages and disadvantages.
3. Develop feasible marketing strategies for the product/service.
a. Identify the strategies for pricing, placement and promotional channels.
b. Describe a marketing mix, such as the people, processes and physical evidence.
c. Identify the target market segmentation.
d. Recommend marketing strategies and explain how they align with the organisation’s strategic direction.
4. Develop a marketing performance review strategy. The strategy must be able to:
a. Measure the organisation’s marketing performance using marketing metrics such as numbers of clicks, conversion rates and return on investment (ROI).
b. Review organisational performance, such as by using progress reports.
Section 2:
Plan marketing tactics
More to read:
PESTL Analysis Assessment Task
5. Write a report that details a tactical plan for implementing each of the marketing strategies you recommended.
a. Develop a coordination and monitoring mechanism for scheduled activities, such as a work schedule or project management application. This includes:
· Detailing a budget for implementing the marketing strategy
· Identifying the people responsible for tasks, including internal and external stakeholders such as suppliers and specialists.
b. Explain how the strategies are achievable in line with the organisation’s objectives, capabilities and budget.
c. Explain how the tactics meet legal and ethical requirements.
d. Identi.
MGT2306-MARKETING-MANAGEMENT LESSON 6
This document discusses key marketing concepts including market segmentation, targeting, positioning, and branding. It defines market segmentation as dividing a broad market into subsets with common needs and priorities. There are four main bases for segmenting consumer markets: geographic, demographic, psychographic, and behavioral. Effective segmentation requires the segments be measurable, substantial, actionable, and accessible. Targeting involves selecting a segment and developing strategies to meet their needs. Positioning aims to make a brand distinct in customers' minds through distinguishing features or image. The document contrasts mass, differentiated, and niche targeting strategies and discusses areas companies can gain competitive advantages.
Unit 5 segmenting_and_targeting_market(2)
This document discusses market segmentation and targeting. It explains that market segmentation involves dividing the total market into smaller segments based on characteristics like geography, demographics, psychographics, and behavior. The key benefits of segmentation are that it allows companies to better meet the needs of distinct customer groups and make more efficient use of marketing resources. The document also covers selecting target markets and different positioning strategies like undifferentiated, differentiated, concentrated, and micromarketing.
Marketing plan
The document outlines the key components and considerations for developing an effective marketing plan. It discusses conducting an industry and competitor analysis, defining marketing goals and objectives, and developing targeted strategies for the product, price, place, and promotion elements of the marketing mix. The plan should also include an analysis of strengths, weaknesses, opportunities, and threats, and define metrics to evaluate the performance and impact of the marketing strategies.
ch 8-1.ppt
This document provides guidance on developing a marketing plan for a new venture. It discusses conducting an industry and competitor analysis to understand the business environment. It also covers defining the target market and goals, and developing strategies for the marketing mix of product, price, distribution, and promotion. The marketing plan should then be implemented, monitored, and adjusted as needed based on results. The overall process involves analyzing the situation, defining objectives and strategies, and outlining actions to achieve marketing goals.
chap8.ppt
This document provides guidance on developing a marketing plan for a new venture. It discusses conducting an industry and competitor analysis to understand the business environment. It also covers defining the target market and goals, and developing strategies for the marketing mix of product, price, distribution, and promotion. The marketing plan should then be implemented, monitored, and adjusted as needed based on results. The overall process involves analyzing the situation, defining objectives and strategies, and outlining actions to achieve marketing goals.
Entrepreneurship Chap 8
This document provides guidance on developing a marketing plan for a new venture. It discusses conducting an industry and competitor analysis to understand the business environment. It also covers defining the target market and establishing goals and objectives. The key components of a marketing strategy - product, price, distribution, and promotion - are examined. The document outlines the steps to take in preparing the marketing plan, from defining the business situation to monitoring progress. The overall purpose is to provide entrepreneurs with a framework to create a written marketing strategy to achieve their business objectives.
Marketing Plan (Entrepreneurship Development)
It provides sufficient knowledge of the environment that can affect marketing strategy decision making
The Marketing Plan
The document provides guidance on developing a marketing plan for a new business venture. It discusses conducting an industry and competitor analysis, defining the target market through segmentation, establishing goals and objectives, and developing marketing strategies around product, price, placement, and promotion. The marketing plan should then be implemented, monitored, and adjusted as needed based on results.
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MKT101A Assessment 1 Brief 20191111 Page 1 of 8 ASSESSM.docx
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MKT101A Assessment 1 Brief 20191111 Page 1 of 8 ASSESSM.docx
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International Marketing Management - Promotion & Distribution Strategies
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Assessment Resource SummaryUnit DetailsBSBMKG609 D.docx
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PRINCIPLES OF MARKETING
- 1. C. Marketing trends * the segment or sub segment's growth rate is projected over the plan period. Identified with respect to market needs and preferences and subsequently project. VIII. Marketing Objectives * include brand awareness target and slaves revenue objectives. IX. Marketing Strategies * proposed based on a thorough analysis of opportunities and threats, strengths and weaknesses, the market for the proposed product/ services
- 2. A. Product/service strategy * it should be fully explained. Identify the value proposition or unique selling proposition of the product/service. 1. Target market * describe it in detail of the product/service.use segmentation variables as neccesary to outline the market's geographic,demographic and psychographic profile. 2. Brand positioning * fully explain if you think it is still relevant for use. If reversion is ,state the proposed alternative brand positioning
- 3. B. Pricing strategy * based on the marketing objectives formulated, decide on a general pricing strategies for the brand. C. Distribution strategies * review the brand's current distribution strategy to determine if it is still applicable for the marketing plan's Implementation period. D. Advertising and promotional strategy * based on the advertising and promotional objective and target audience profile,decide on the message,creative style,vehicles, and media you will utilize.
- 4. X. Tactical Implementation * develop each tactics for each strategy. Some strategies may only require as little as two tactical plans,while others may need to be supported by five or more tactics. XI. Marketing Budget * indicate the total cost involved in the implementation of the proposed marketing plan. XII. Feedback and Control * the propose of this section is to ensure that each of the tactics is carried out as planned.
- 5. XIII. Financial Projections * present the financial viability of your proposed marketing plan. REFERENCES: PRINCIPLE OF MARKETING TEXTBOOK AUTHORS: REAL C. SO OSCAR G. TORRES