In a country like India, which had adopted socialistic pattern of society, the co-operative societies have to play an important role and to encourage them, they have to be put in privileged position. One of the privileges which the co-operative societies enjoy is in respect of income-tax payable by them.

1. 1
Marketing: Planning and Strategy

2. 2
Strategy: Definition
A pattern of major objectives, goals, essential policies
and plans that define the current or future firm’s
business and the kind of company the firm is now or is
to become.

3. 3
Why do we need to “Strategize”
Finite resources
Uncertainty about competitive strengths
Irreversible commitment of resources
Coordinated decisions
Uncertainty about control of initiative

4. 4
Elements of Marketing Strategy Formulation

5. 5
 Strengths
 Weaknesses
 Opportunities
 Threats
SWOT Analysis
internal
external

6. 6
Identifying and Framing Organizational Growth Opportunities
 What might we do? - environmental opportunity
 What do we do best? - distinctive competency
 What must we do? - success requirements
Converting Environmental Opportunities into
Organizational Opportunities

7. 7
Product strategy
Promotion/Communication strategy
i Placement/Distribution/Channel strategy
b Pricing strategy
The Marketing Mix

8. 8
Exis tin g Ne w
Exis tin g
Ne w
Market
Penetration
Market
Development
New Offering
Development
Diversification
Markets
Offerings
Formulating Product-Market Strategies

9. 9
Formulating Product-Market Strategies
Market Penetration Strategy
 greater dominance is key
Market Development Strategy
 exporting
 licensing
 joint venture
 direct investment

10. 10
Formulating Product-Market Strategies
Product-Development Strategy
 product innovation
 product augmentation
 product line extension
 cannibalism
Diversification

11. 11
Drafting a Marketing Plan
 Context and Scope of Marketing Effort
 Focus: Business, Product, Brand
 Time Dimension: Short-run, Long-run

12. 12
Decisions About Competing
Where (markets)
When (Entry)
How

13. 13
Problems in Strategic Marketing
Too much emphasis on
 where to compete
Too little emphasis on
 how to compete
 when to compete
 adaptability
 uniqueness

14. 14
Implementation: Common Problems
Simplify marketing strategies
More focus on uniqueness and adaptability
Improve speed and flexibility