Barcelona chapter2 Kotler

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  • Jollibee – well loved everytime a new store opens, especially overseas; more than home for them; Stronghold of heritage and monument of filipino victory values – customer focus, excellence, respect for individual, teamwork, spirit of family and fun, honesty and integrity, mission – serve great tasting food, bringing the joy of eating to everyone TMC – excellent and compassionate service, client partnership, primacy of human resource, integrity
  • Mercury drug –bring quality,safe and affordable medicines closer to the public; Suki card for loyal customers Unilab – develop, manufacture, market consumer health product; quality and affordable; brands are market leaders ex. biogesic
  • Mcdonalds – provide great tasting food and most relevant customer delight experience, value prices with excellent service; 24/7 delivery The medical city – patient on center stage, deliver service of greater worth, align interests of our employees, professional staff and our shareholders with the interests of those we serve
  • TMC – Capital of health 100,000 sq m floor space, 2 nursing towers, medical arts tower, 15 storey nursing tower 280 doctor’s clinics, commercial space; cutting edge delivery services, centers of excellece int eh fields of wellness, cardio, cancer, neuro and regenerative, experts in various specialization JCIA - - highest intl stds of quality for health care organizations
  • Abs – in the sevice of the filipino ASMPH – seeks to form, educate, train and field physician –leaders who will actively catalyze and take charge of the process of affecting and effecting systemic changes in society through health sector
  • Globe – connecting people Philhealth – accessible quality health carefor all filipinos
  • Smart broadband –integrative growth – from telecommunications to fastest and most nationwide covered internet service TMC – diversification
  • The spa –facials treatments, head and shoulder massage, body massage, body care, foot care, nailspa and parrafin; packages – massage pour deux, gentleman’s package, total indulgence; spa’s signaturee blend essential oil, wellness gift card Thegenerics pharmacy – used to sell to govt hospitals; accessible and affordaleto all fiipino; first generics retail pharmacy to franchise in the philippines
  • Bancnet – ATM Consortium in the philipppines, first multibank multichannel electronic payment netowork (transact not only thru atm but also at point of sale, internet or thru mobile phone); besides withdrawal service, balance inquiry, interbank fund transfer etc. Allied bank, citibank, metrobank, security bank Megalink –PNB, bdo, union bank; has connections to both bancnet and expressnet Group practice – Megaclinic in Megamall
  • Barcelona chapter2 Kotler

    1. 1. DEVELOPING MARKETING STRATEGIES AND PLANS Kathlene Marie A. Barcelona ASMPH YL8 MD-070019 12 May 2010 Top 10 Concepts
    2. 2. Outline: To develop marketing strategy and plan… <ul><li>Define Customer value </li></ul><ul><li>Understand Core business processes and core competencies </li></ul><ul><li>Holistic marketing framework (how?) </li></ul><ul><li>Strategic vs. tactical </li></ul><ul><li>Corporate and division level (how?) </li></ul>
    3. 3. Outline: To develop marketing strategy and plan… <ul><li>Strategic Business Unit level (how?) </li></ul><ul><li>Applying SWOT & MOA analyses </li></ul><ul><li>Applying Porter’s generic strategies </li></ul><ul><li>Forming Strategic alliance </li></ul><ul><li>Marketing plan (what?) </li></ul>
    4. 4. Concept 1: Marketing delivers customer value at a profit. <ul><li>Value delivery process </li></ul><ul><ul><li>Choose your value </li></ul></ul><ul><ul><ul><li>Segment </li></ul></ul></ul><ul><ul><ul><li>Target </li></ul></ul></ul><ul><ul><ul><li>Position </li></ul></ul></ul><ul><ul><li>Provide value </li></ul></ul><ul><ul><li>Communicate value </li></ul></ul>
    5. 5. Concept 1: Marketing delivers customer value at a profit. <ul><li>Value chain </li></ul><ul><ul><li>Primary activities </li></ul></ul><ul><ul><li>Support activities </li></ul></ul>
    6. 6. Examples <ul><li>Kotler – Nike </li></ul><ul><ul><li>“ $80/pair of rubbershoes” </li></ul></ul><ul><li>Local – Jollibee </li></ul><ul><ul><li>“ At Home ako dito”, “Filipino pride” </li></ul></ul><ul><li>Medical – The Medical City </li></ul><ul><ul><li>“ Patient as partners for health” </li></ul></ul>
    7. 7. <ul><li>Core business processes </li></ul><ul><ul><li>Market-sensing </li></ul></ul><ul><ul><li>New-offering </li></ul></ul><ul><ul><li>Customer acquisition </li></ul></ul><ul><ul><li>Customer relationship </li></ul></ul><ul><ul><li>Fulfillment management </li></ul></ul>Concept 2: Success depends on core business processes and competencies
    8. 8. <ul><li>Core competency </li></ul><ul><ul><li>Competitive advantage “Leader” </li></ul></ul><ul><ul><li>Distinctive capabilities </li></ul></ul><ul><ul><li>Value delivery network </li></ul></ul>Concept 2: Success depends on core business processes and competencies
    9. 9. Examples <ul><li>Kotler – Kodak </li></ul><ul><ul><li>Outsourcing making of digital cameras </li></ul></ul><ul><ul><li>Focus on graphics communications </li></ul></ul><ul><li>Local – Mercury Drug </li></ul><ul><ul><li>Leader in Pharmacy business </li></ul></ul><ul><li>Medical – Unilab ex. Biogesic </li></ul><ul><ul><li>Brands are market leaders </li></ul></ul>
    10. 10. <ul><li>Value exploration </li></ul><ul><li>Value creation </li></ul><ul><li>Value delivery </li></ul>Concept 3: Holistic marketing addresses customer value.
    11. 11. Examples <ul><li>Kotler – Intel </li></ul><ul><ul><li>“ Pentium” - Building a brand for microprocessor </li></ul></ul><ul><li>Local – McDonalds </li></ul><ul><ul><li>McCafe </li></ul></ul><ul><ul><li>24/7 delivery </li></ul></ul><ul><li>Medical – The Medical City </li></ul><ul><ul><li>Cancer Center </li></ul></ul><ul><ul><li>Regenerative medicine </li></ul></ul>
    12. 12. <ul><li>Strategic marketing plan </li></ul><ul><li>Tactical marketing plan </li></ul>Concept 4: A marketing plan directs and coordinates marketing effort.
    13. 13. Examples <ul><li>Kotler – Intel </li></ul><ul><ul><li>Collaboration with computer makers </li></ul></ul><ul><li>Local – Elections </li></ul><ul><ul><li>COMELEC promo of Smartmatic PCOS </li></ul></ul><ul><li>Medical </li></ul><ul><ul><li>HMOs – promo of health insurance packages </li></ul></ul><ul><ul><li>medical representatives </li></ul></ul><ul><ul><li>Clinical Practice Guidelines “tactic” </li></ul></ul>
    14. 14. <ul><li>Corporate Mission </li></ul><ul><li>Establish SBUs </li></ul><ul><li>Assign resources to each SBUs </li></ul><ul><li>Assess growth opportunities </li></ul>Concept 5: The corporate strategy set goals for business units.
    15. 15. <ul><li>Corporate Mission </li></ul><ul><ul><ul><ul><ul><li>industry </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>products and applications </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Competence </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>market segment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>vertical </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>geographical </li></ul></ul></ul></ul></ul>Concept 5: The corporate strategy set goals for business units.
    16. 16. Examples <ul><li>Kotler – Google </li></ul><ul><ul><li>“ To organize the world’s information and make it universally accessible and useful” </li></ul></ul><ul><li>Local – ABS-CBN </li></ul><ul><ul><li>“ In the service of the Filipino worldwide” </li></ul></ul><ul><li>Medical – ASMPH </li></ul><ul><ul><li>“ To form, educate, train and field physician-leaders” </li></ul></ul><ul><ul><li>“ doctors of the future” </li></ul></ul>
    17. 17. Concept 5: The corporate strategy set goals for business units.
    18. 18. Examples <ul><li>Kotler – Columbia pictures </li></ul><ul><li>Local – Globe </li></ul><ul><li>Medical – Philhealth </li></ul>
    19. 19. Concept 5: The corporate strategy set goals for business units.
    20. 20. Examples <ul><li>Kotler – Starbucks </li></ul><ul><li>Local – Smart broadband </li></ul><ul><li>Medical – The Medical City </li></ul>
    21. 21. Concept 6: SBU planning entails a stepwise process.
    22. 22. Concept 7: SWOT and MOA evaluate the internals and externals.
    23. 23. Examples <ul><li>Kotler – FedEx </li></ul><ul><li>Local – ebay.ph </li></ul><ul><li>Medical – Ritemed </li></ul>
    24. 24. Concept 8: Porter’s generic strategies work as a game plan. Overall cost leadership Differentiation Focus
    25. 25. Examples <ul><li>Kotler – Belkin </li></ul><ul><li>Local – The Spa </li></ul><ul><li>Medical – Generics pharmacy </li></ul>
    26. 26. Concept 9: Forming strategic alliance means building partnership. Product or service alliance Promotional alliance Logistics alliance Pricing collaboration
    27. 27. Examples <ul><li>Kotler – Star Alliance </li></ul><ul><li>Local – Bancnet/Megalink </li></ul><ul><li>Medical – Group practice, Pharma-sponsored seminars </li></ul>
    28. 28. Concept 10: A marketing plan summarizes the marketing process. Executive summary Situation analysis Marketing strategy Financial projections Implementation controls
    29. 29. Summary: To develop marketing strategy and plan… <ul><li>Define Customer value </li></ul><ul><li>Understand Core business processes and core competencies </li></ul><ul><li>Holistic marketing framework (how?) </li></ul><ul><li>Strategic vs. tactical </li></ul><ul><li>Corporate and division level (how?) </li></ul>
    30. 30. Summary: To develop marketing strategy and plan… <ul><li>Strategic Business Unit level (how?) </li></ul><ul><li>Applying SWOT & MOA analyses </li></ul><ul><li>Applying Porter’s generic strategies </li></ul><ul><li>Forming Strategic alliance </li></ul><ul><li>Marketing plan (what?) </li></ul>
    31. 31. My Conclusion: <ul><li>Know your customer. </li></ul><ul><li>Strategize. </li></ul><ul><li>Market. </li></ul>
    32. 32. DEVELOPING MARKETING STRATEGIES AND PLANS Kathlene Marie A. Barcelona ASMPH YL8 MD-070019 12 May 2010 Top 10 Concepts

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