Developing Marketing Strategies and Plan. Kotler

2. Marketing and Customer
Values covers:
• The Value Delivery Process
• The Value Chain
• Core Competencies
• A Holistic Marketing Organisation
affect
• The Central Role of Strategic Planning

3. Value and Delivery Process

4. Instead of buying and selling, companies see
themselves as part of Value Creation and Delivery
process which include:
• Assessing Market
Opportunities and Customer
Value.
• Choosing Value
• Designing Value
• Delivering Value
• Communicating Value
• Be grown and sustained by
Globalization and Holistic
Marketing Organisation

5. The Value Chain
“Value Chain is a tool for identifying
ways to create more customer value”
Prof. Michael E.
Porter

6. Set the Competitor
Costs and
Performance as
‘BENCHMARKS’

12. Core Competencies

13. To maximize Core
Competencies, try
Business Realignment :
i. (Re)Defining
Business Concept
ii. (Re) Shaping the
Business scope
iii. (Re) Positioning
company’s brand
identity

14. A Holistic Marketing Organisation
Value Exploration
Value Creation
Value Delivery

15. The Central Role of Strategic Planning
Successful Companies
Successful Marketing
Infrastructure
All Departments are sensitized
to importance of Companies

16. Organisation Levels:
1.Corporate
2.Division
3.Business Unit
4.Product

18. “Bible to
Marketing
Management”
-Prof.Sameer
Mathur

19. A Shashank Motepalli Presentation
Thanks!