Marketing strategies


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Marketing strategies

  1. 1. Marketing Strategies and Plans
  2. 3. The Value Delivery Process <ul><li>Choosing the value </li></ul><ul><li>Providing the value </li></ul><ul><li>Communicating the value </li></ul>
  3. 4. What is the Value Chain? <ul><li>The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product. </li></ul>
  4. 6. Core Business Processes <ul><li>Market-sensing process </li></ul><ul><li>New-offering realization process </li></ul><ul><li>Customer acquisition process </li></ul><ul><li>Customer relationship management process </li></ul><ul><li>Fulfillment management process </li></ul>
  5. 7. Characteristics of Core Competencies <ul><li>A source of competitive advantage </li></ul><ul><li>Applications in a wide variety of markets </li></ul><ul><li>Difficult to imitate </li></ul>
  6. 8. What is Holistic Marketing? <ul><li>Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and coprosperity among key stakeholders. </li></ul>
  7. 9. <ul><li>Centrino mobile microprocessor </li></ul><ul><li>Not only “unwire” but also “Untangle,Unburden, Uncompromise, Unstress” </li></ul><ul><li>“ One Unwired Day” – New York, Chicago, San Francisco, Seattle </li></ul>
  8. 10. Central Role of Strategic Planning <ul><li>Managing Companies Business as an investment portfolio </li></ul><ul><li>Assessing each Business’s strength </li></ul><ul><li>Establish a Strategy </li></ul>
  9. 11. <ul><li>Tata Steel (including Tata Steel Europe ) Tata Motors (including Jaguar and Land Rover ) </li></ul><ul><li>Tata Consultancy Services </li></ul><ul><li>Tata Technologies , </li></ul><ul><li>Tata Tea (including Tetley ), </li></ul><ul><li>Tata Chemicals , </li></ul><ul><li>Titan Industries , </li></ul><ul><li>Tata Power , </li></ul><ul><li>Tata Communications , </li></ul><ul><li>Tata Teleservices </li></ul><ul><li>Taj Hotels . </li></ul>
  10. 12. What is a Marketing Plan? <ul><li>A marketing plan is the central instrument for directing and coordinating the marketing effort. </li></ul><ul><li>It operates at a strategic and tactical level. </li></ul>
  11. 13. Levels of a Marketing Plan <ul><li>Strategic </li></ul><ul><ul><li>Target marketing decisions </li></ul></ul><ul><ul><li>Value proposition </li></ul></ul><ul><ul><li>Analysis of marketing opportunities </li></ul></ul><ul><li>Tactical </li></ul><ul><ul><li>Product features </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Merchandising </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Sales channels </li></ul></ul><ul><ul><li>Service </li></ul></ul>
  12. 14. The Strategic Planning, Implementation, and Control Processes
  13. 15. Corporate Headquarters’ Planning Activities <ul><li>Define the corporate mission </li></ul><ul><li>Establish strategic business units (SBUs) </li></ul><ul><li>Assign resources to each SBU </li></ul><ul><li>Assess growth opportunities </li></ul>
  14. 16. Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful
  15. 17. Major Competitive Spheres Industry Products Market segment Geographical Competence Vertical channels
  16. 18. Infosys Technologies Limited “ To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors, and society at large.”
  17. 19. Biocon “ To be an integrated biotechnology enterprise of global distinction.”
  18. 20. eBay “ We help people trade anything on earth. We will continue to enhance the online trading experiences of all — collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers .”
  19. 21. Product Orientation vs. Market Orientation We provide climate control inside homes We make air conditioners and furnaces Carrier We distribute information We sell encyclopedias Encyclopedia Britannica We entertain people We make movies Columbia Pictures We improve office productivity We make copying equipment Xerox Market Product Company
  20. 22. Dimensions That Define a Business Customer groups Technology Customer needs
  21. 23. Characteristics of SBUs <ul><li>It is a single business or collection of related businesses </li></ul><ul><li>It has its own set of competitors </li></ul><ul><li>It has a leader responsible for strategic planning and profitability </li></ul>
  22. 24. The Strategic Planning Gap
  23. 25. Strategies Suggested by Ansoff’s Product-Market Expansion Grid Diversification Market development Product development Market penetration
  24. 26. The Business Unit Strategic Planning Process
  25. 27. SWOT Analysis Strengths Weaknesses Opportunities Threats
  26. 28. Market Opportunity Analysis (MOA) <ul><li>Can the benefits involved in the opportunity be articulated convincingly to a defined target market? </li></ul><ul><li>Can the target market be located and reached with cost-effective media and trade channels? </li></ul><ul><li>Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits? </li></ul>
  27. 29. Market Opportunity Analysis (MOA) (cont.) <ul><li>Can the company deliver the benefits better than any actual or potential competitors? </li></ul><ul><li>Will the financial rate of return meet or exceed the company’s required threshold for investment? </li></ul>
  28. 30. Opportunity Matrix
  29. 31. Threat Matrix
  30. 32. Goal Formulation and MBO <ul><li>Unit’s objectives must be hierarchical </li></ul><ul><li>Objectives should be quantitative </li></ul><ul><li>Goals should be realistic </li></ul><ul><li>Objectives must be consistent </li></ul>
  31. 33. Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus
  32. 34. Categories of Marketing Alliances Product or Service Alliances Eg.- HUL joined hands with PepsiCo (India) Promotional Alliances Eg.- P&G using endorsements of Bombay Dyeing Logistics Alliances Eg.- TCI & Mitsui Co. Ltd. Of Japan offer Logistic services to Kirloskar Motors Pvt. Ltd. Pricing Collaborations
  33. 35. Star Alliance brings together 18 Airlines <ul><li>Lufthansa, United Airlines, Singapore Airlines, Air New Zealand, South Africa Airways etc. </li></ul>
  34. 36. Marketing Plan Contents <ul><li>Executive summary </li></ul><ul><li>Table of contents </li></ul><ul><li>Situation analysis </li></ul><ul><li>Customer </li></ul><ul><li>Competitors </li></ul><ul><li>Company </li></ul><ul><li>Context </li></ul><ul><li>Market Opportunity and Issues </li></ul>
  35. 37. Marketing Plan Contents <ul><li>Objectives </li></ul><ul><li>Financial projections </li></ul><ul><li>Marketing strategy </li></ul><ul><li>Target Markets </li></ul><ul><li>Positioning </li></ul><ul><li>Marketing Mix </li></ul><ul><li>Implementation controls </li></ul><ul><li>Contingency Plan </li></ul>
  36. 38. Financial Projections <ul><li>Capacity </li></ul><ul><li>Realised prices </li></ul><ul><li>Break even sales </li></ul><ul><li>Internal rate of return </li></ul><ul><li>Average growth of sales </li></ul>
  37. 39. Evaluating a Marketing Plan <ul><li>Is the plan simple? </li></ul><ul><li>Is the plan specific? </li></ul><ul><li>Is the plan realistic? </li></ul><ul><li>Is the plan complete? </li></ul>