MARKETING MANAGEMENT-1 BY DR. SANJEEV TANDON

1. MARKETING MANAGEMENT- 1
DR. SANJEEV TANDON

2. Marketing Management (MM1)
(Program: PGDM, Course Code:1.2)
UNIT: I- Marketing Strategy
Objectives:
• To understand the concepts of Value and Satisfaction
• To discuss the Types of Marketing Organisations.
• To explain the concept of Marketing Strategy Planning,
ROMI & BCG Matrix Portfolio.

4. 4

5. 5

6. 6

7. 7

29. Types of Marketing Organisations

42. Marketing Strategy Planning

49. Step 1:
Situation
Analysis
Step 2:
SWOT
Analysis
Step 3:
Strategic
Market
Plan
Step 4:
Marketing
Mix
Strategy
Step 5:
Marketing
Budget
Step 6:
Profit
Plan
Step 7:
Perform
Review
Adjust
Marketing
Plan as
Necessary
Marketing Planning Process

50. Figure 14-9 Components of a Market Strategy

51. Successful Plan Implementation
Owning the
Marketing Plan
Supporting the
Marketing Plan
Adapting the
Marketing Plan
1. Detailed
Action Plans
2. Champion and
Ownership
Team
3. Compensation
4. Management
Involvement
1. Continuous
Improvement
2. Feedback
Measures
3. Persistence
4. Adaptive
Rollout
1. Time to Succeed
2. Resource
Allocation
3. Communication
4. Required Skills

52. A Hierarchy of PerformanceA Hierarchy of Performance
Marketing
Performance
Program C
Performance
Program A
Performance
Task 1
Performance
Task 2
Performance
Task 3
Performance
Program B
Performance
Strategic
Performance
Financial
Performance

53. Marketing Performance is the
End Product of Marketing Plans
and Marketing Actions
Marketing
Plans
Marketing
Actions
Marketing
Performance
But, this model doesn’t account for all that
can go wrong.

54. Marketing
Plans
Marketing
Actions
Marketing
Performance
Poor
Communication
of Objectives
Poor
Data Analysis
and Planning
Poor
Tracking of
Performance
Insufficient
Resource
Allocation
Insufficient
Training
Changes in
Customer
Needs

55. TROUBLE
• Poor execution hampers
good strategy. Mgmt
may never become
aware of strategic
soundness because of
implementation
inadequacies
UNCERTAIN
• Very Difficult to diagnose
because bad strategy is
masked by poor
execution.
• Difficult to fix because
both strategy and
execution are wrong.
SUCCESS
• All that can be
done to insure
success has
been done
UNCERTAIN
• Good execution can
mitigate poor strategy,
forcing success.
OR
The same good
execution can
hasten failure
MARKETING PLANS
APPROPRIATE INAPPROPRIATE
I
M
P
L
E
M
E
N
T
A
T
I
O
N
GOOD
POOR

56. Introduction of Return on
Marketing Investment (ROMI)

57. Return on Marketing
Investment (ROMI) is the
contribution to profit attributable
to marketing (net of marketing
spending), divided by the
marketing 'invested' or risked.

58. The purpose of ROMI is to measure the degree
to which spending on marketing contributes to
profits.

59. Return on Marketing Investment
(ROMI) =[Incremental Revenue
Attributable to Marketing ($) *
Contribution Margin (%) -
Marketing Spending ($)]
/Marketing Spending ($)

60. A necessary step in calculating
ROMI is the measurement and
eventual estimation of the
incremental sales attributed to
marketing. These incremental sales
can be 'total' sales attributable to
marketing or 'marginal.'

61. BCG MATRIX PORTFOLIO