One day workshop to discuss what is marketing plan.

1. S
Express Marketing plan
Understanding Marketing planning

2. S
Marketing concepts

3. Marketing misconception
S What is marketing ?
S Sales
S Advertising (tip of iceberg)

4. Marketing definition
The delivery of customer/stakeholders at a profit
Needs
Wants
Demand

5. Old concept of marketing
Factory
Existing
products
Selling and
promoting
Profits
through
sales volume
The selling concept

6. New concept of marketing
Market
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction

7. Strategic marketing
Corporate level
Business level

8. Marketing role in strategic
planning
S Much overlap between overall company and marketing
strategy
S Marketing provides to strategic planning:
S Guiding philosophy
S Inputs to strategic planning
S Strategies to reach objectives

9. Cross-functional conflict
S The marketing dept. take the consumer/stakeholders
point of view
S Other dept. may resist bending their efforts
S Yet marketers must get all depts. To “think consumer”

10. S
Marketing process

11. Marketing process

12. S
Analysis

13. External & Internal analysis

14. SWOT analysis

15. S
STP
Segmentation – Targeting - Positioning

16. Marketing core strategies
Segmentation
• Identify and
describe
(profiles)
market
segments
Targeting
• Evaluate each
segment
(segment
attractiveness)
and decide
which to
choose
Positioning
• Develop
positioning
(image & brand
value) develop
marketing mix

17. Levels of Market
Segmentation
No Segmentation
-Mass Marketing
In between
-Segment marketing
-Nich marketing
Complete
segmentation
-Micro segmentation
- Customarization

18. Segment targeting strategies P414

19. Positioning
9-19
Positioning is the act
of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target market

20. Examples
9-20

22. Marketing process

23. S
Marketing mix

24. Product & services
S What is the difference between a product and a service ?

25. Product & services

26. Determinant of Product & services

27. Marketing process

28. S
Imc
Integrated marketing communications

30. IMC process

31. S
Marketing plan
Marketing plan outline

32. Marketing plan outline
Situation
analysis
External Analysis
Internal Analysis
SWOT Analysis
Marketing
strategies
STP
Marketing objectives
Marketing Mix
IMC
Financial
plan
Sales forcasting
Budget
Control &
monitoring
Milestones
Change control