1. Marketing Management
9 step plan
1

2. Contents - 9 steps marketing
1. Understand – what is it?
2. Predict - What would be the future
3. Develop – What should I do?
4. Promote – How should I communicate with the
customers
5. Identify opportunities – Where do we want to be?
6. Set objectives – What are our targets
7. Develop strategy – how do we reach there?
8. Formulate plans - decide today for tommorrow
9. Implement and control – ensure achievement
2

3. 9 step management
The Marketing Metrics 3

4. The Firm & the External Environment
The Market Operations
Understand and Predict Promote
• Market • Products
• Customers
• The company
• Competitors
• Sales to Prospects
• Products
• Customer Partnerships
Develop Products
• Expectations
• Investments
• Organisational Structure
A Comprehensive Model of Marketing
4

5. Marketing Planning
1. Identify opportunities
2. Set Objectives
4. Develop Strategies
6. Formulate Plans
• Implement and Control
5

6. 1 - Understand the Market
Size by sales Geography by units
Size by units Geography by sales
Size by profits Channels by sales
Supermarket size by sales Channel by units
Supermarket size by units Channel by profits
Competitors by units Specific segmentations by sales
Competitors by units Specific Segmentation by units
Competitors by profits Specific segmentation by profits
Customer type by sales Technological influences
Customers type by units Manufacturing influences
Customer type by profits Other influences
Geography by sales Financial influences
6

7. The Market Operations
Understand and Predict
Promote
• Market
• Customers
•Products
• competitors
•The company
• Products •Sales to Prospects
Develop Products •Customer Partnerships
• Expectations
• Investments
• Organizational
Structure
7

8. UNDERSTAND the competitors
• Defining characteristics •Marketing Strengths
• Channels •Sales Strengths
• Sales procedures •Financial Strengths
• Terms and conditions •Manufacturing Strengths
• Services •Technical Strengths
• Product set •Marketing weaknesses
• Product Strategies •Sales weaknesses
• Profit Margins •Financial weaknesses
• Customer who •Manufacturing weaknesses
• Customers why? •Technical weaknesses
• Promotional tactics
8

9. Understand - continue
Understand the Customer Understand the products
•Define existing customers •Competing products
•Define potential customers •Product Categories
•Product type buying criteria •Why used
•Substitutes
•Life cycle stage
•Vendor Criteria •Relation to other products
•Buying pattern •Percentage of cost
•Decision Makers •How the product works
•Decision Process
•Product Use
•Sales and Lost sales Analysis
9

10. 2 - Predict the Market
Size by sales Geography by units
Size by units Geography by sales
Size by profits Channels by sales
Supermarket size by sales Channel by units
Supermarket size by units Channel by profits
Competitors by units Specific segmentations by sales
Competitors by units Specific Segmentation by units
Competitors by profits Specific segmentation by profits
Customer type by sales Technological influences
Customers type by units Manufacturing influences
Customer type by profits Other influences
Geography by sales Financial influences
10

11. Predict the competitors
Defining characteristics Sales Strengths
Channels Financial Strengths
Sales procedures Manufacturing Strengths
Terms and conditions Technical Strengths
Services Marketing weaknesses
Product set Sales weaknesses
Product Strategies Financial weaknesses
Profit Margins Manufacturing weaknesses
Customer who Technical weaknesses
Customers why?
Promotional tactics
Marketing Strengths 11

12. Predict - continue
Predict the Customer Predict the products
•Define existing customers •Competing products
•Define potential customers •Product Categories
•Product type buying criteria •Why used
•Substitutes
•Life cycle stage
•Vendor Criteria •Relation to other products
•Buying pattern •Percentage of cost
•Decision Makers •How the product works
•Decision Process
•Product Use
•Sales and Lost sales Analysis
12

13. 3 - DEVELOP
Develop Products Develop Investments
–Product requirements • Promotional
–Service Requirements • Research and Development
–Terms and Conditions • Sales
–Support Requirements • Manufacturing
–Distribution outlets • Operations
–Time Frames • Management Information Services
–Price • Marketing
Developing Organisational Structure
Develop Expectations
•Marketing
–Environmental
•Sales
–Financial •Research and Development
–Skills and Systems •Manufacturing
•Operations
•Management information Services
13

14. 4 - PROMOTE
Promoting the products Promoting the Company
–Media Relations
–Media advertising –Press Release
–Direct mail –Articles
–Press Release –Sponsorships
–Collateral literature –Advertising
–Application information –Investor Relations
–Documentation –Newletters / Magazines
–Trade Shows Promoting sales to prospects
–Presentations
–Catalogs
–Seminars
–Articles
Promoting Customers Partnership
–Sales guide
–Communication
–Future Directions
14

15. 5 - Identify Opportunities
Identify Product / Market Identify Integrative
Opportunities Opportunities
–Market Development
–Backward
–Product Development
–Forward
–Market Penetration
–Horizontal
Identify Diversification
Opportunities
–Concentric
–Horizontal
–Conglomerate
15

16. 6 - Set Objectives
Set Objectives to
Set objectives to Internal
Environmental Constraints
Requirements
•Supports a company •Specific
opportunity •Measurable
•Measurable •Achievable
•Realistic
•Time bound
16

17. 7 - DEVELOP STRATEGY
Develop Target Market Develop Product
Strategy Positioning
–Map to existing segments –Product
–Map to new segments –Place
–Large enough –Promotion
–Growing fast enough –Price
–Available
Develop Timing Strategy
–Unsatisfied needs
–Dates
Develop Market Entry Strategy –Linkages
–Acquire
–Develop
–Collaborate
17

18. 8 - Formulate Plan
Formulate Market Entry Set budgets
Plans –Total marketing budget
–Allocation to operational
–Acquisition activities
–Development –Allocation to planning
–Collaboration activities
–Allocation among products
Formulate Product
Positioning Plans
–Product
–Place
–Promotion
–Price
18

19. 9 - Implement and Control
PLAN REVIEWS STRATEGY
–Market entry plans COLLABORATION
–Product positioning
plans –Market Collaboration
BUDGET REVIEWS –Opportunity collaboration
–Total budgets –Competitor collaboration
–Operation budgets
–Planning budgets
–Product budgets
19

20. Contents - 9 step management
• Understand – what is it?
• Predict - What would be the future
• Develop – What should I do?
• Promote – How should I communicate with the
customers
• Identify opportunities – Where do we want to be?
• Set objectives – What are our targets ROE / ROA
• Develop strategy – how do we reach there?
• Formulate plans
• Implement and control
20

21. Thank you
Questions please
21