The document outlines a 10-step marketing plan for Red Ribbon Cakes targeting class A and B families. It describes the primary target market as families seeking to celebrate togetherness through good tasting cakes. Competitors like Goldilocks are identified along with an opportunity to appeal to customers' emotions. The marketing mix discusses products, competitive pricing, print and in-store promotions, and a differentiation strategy.
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The presentation analyses a case of Gap Incorporation. The Gap Incorporation is an international specialty retailer located in the United States. A strategic audit of the company is presented, as an internal and external analysis of the company's environment is necessary.
Colgate-Palmolive:The Precision Toothbrush(Harvard Business School Case Study)Nishant Gupta
This presentation is an in-depth analysis of a Harvard Business School Case Study created under the able guidance of Professor Sameer Mathur of IIM Lucknow
Innovative integrated marketing solution for Gap, Inc. to increase brand loyalty, consumer engagement and purchases, as well as improve inventory management, profitability and consumer insight.
Procter & Gamble: Marketing Capabilities Case StudyOmkar Nawlakhe
Procter & Gamble: Marketing Capabilities Harvard Business School Case Study. This presentation is created during IIM Lucknow Marketing Internship under guidance of Prof. Sameer Mathur.
Wendy's is a fast food establishment that has been franchised globally. Wendy's is also a great example for social media and marketing strategies used at it's finest! Take a look!
Gap Inc. - Case Analysis (Strategic Audit)Anna Osmanay
The presentation analyses a case of Gap Incorporation. The Gap Incorporation is an international specialty retailer located in the United States. A strategic audit of the company is presented, as an internal and external analysis of the company's environment is necessary.
Colgate-Palmolive:The Precision Toothbrush(Harvard Business School Case Study)Nishant Gupta
This presentation is an in-depth analysis of a Harvard Business School Case Study created under the able guidance of Professor Sameer Mathur of IIM Lucknow
Innovative integrated marketing solution for Gap, Inc. to increase brand loyalty, consumer engagement and purchases, as well as improve inventory management, profitability and consumer insight.
Procter & Gamble: Marketing Capabilities Case StudyOmkar Nawlakhe
Procter & Gamble: Marketing Capabilities Harvard Business School Case Study. This presentation is created during IIM Lucknow Marketing Internship under guidance of Prof. Sameer Mathur.
Wendy's is a fast food establishment that has been franchised globally. Wendy's is also a great example for social media and marketing strategies used at it's finest! Take a look!
Marketing research project conducted for Pizza Hut Pakistan as part of MBA Marketing Research course final project.
Main objective to determine whether to continue deals menu, reduce it or expand it. Secondary Objective was to do a Usage and Attitude Study and a Consumer Satisfaction Survey.
Use this Downloadable Template to Create Your 10 Step Marketing Plan. Best used together with the Comprehensive Guide and Sample of the 10 Step Marketing Plan also available on Slideshare and hypermarketing2.com
Importing, Exporting and SourcingWhat’s this chapter aboutMalikPinckney86
Importing, Exporting and Sourcing
What’s this chapter about?
Important aspects of importing, exporting and sourcing
Key influencers for import, export and sourcing decisions
Multinational vs. Global Strategy
Companies engaged in international business activities can approach the market using either a multinational or a global strategy.
Export selling vs. Export marketing
Multinational strategy
A strategy of adapting products and their marketing strategies in each national market to suit local preferences.
Global strategy
A strategy of offering the same products using the same marketing strategy in all national markets.
Benefits and Drawbacks
Multinational strategy
Benefits
Drawbacks
Global strategy
Benefits
Drawbacks
Monitor and respond quickly to changes in buyer preferences
Inability to exploit scale economies
Costs savings from scale economies
Knowledge sharing
Only simple modifications to product features can be implemented
The Exporter “Must Do” List
Gain in depth understanding of the target market.
Conduct marketing research and identify market potential.
Make strategic decisions concerning 4Ps (marketing mix).
Expanding the “Must Do” List
Logistics
Packaging, transportation, etc.
Legal Procedures
Contracts, customs procedures, tariffs, etc.
After-sales service
Product discontinuation, parts availability, product repair, etc.
Sales Promotions
Advertising
Foreign Market Intelligence
Competition
Government Influence on Trade
Governments have long intervened in the trade of goods and services for political, economic and cultural reasons.
Encouraging Exports
Subsidies, tax breaks, export financing, etc.
Discouraging Imports
Tariffs, quotas, embargo, local content requirements, etc.
Encouraging Exports (Example)
Encouraging Exports (Example)
Discouraging Imports
Can you think of examples?
Sourcing
What is sourcing?
What makes it so important?
In class discussion!
Factors that Affect Sourcing
Factory costs and conditions (land, labor, etc.)
Logistics
Infrastructure
Political risk
Exchange rates / currency convertibility
On Wednesday
Licensing, Investment, and Strategic Alliances (Part 1)
Segmenting, Targeting and Positioning
What’s this chapter about?
Important aspects of STP marketing
STP Marketing
Segmenting
Dividing a market based on demographics, lifestyles, behavioral measures etc.
Targeting
Selecting the most appropriate market(s)
Positioning
Target marketing messages using the 4Ps
Market Segmentation
Market segmentation is the division of consumer markets into meaningful and distinct groups.
Why is Market Segmentation important?
Marketers can better define consumer needs.
Decision makers can define objectives and allocate resources accurately.
Competitive advantage.
Segmentation Base …
is a group of characteristics that is used to assign segment members.
Demographics
Psychographics
Needs
Behavioral
Demographic ...
The purpose of this introductory chapter
is to present the marketing management
process and outline what marketing managers must
manage if they are to be effective. In doing so, it will also present
a framework around which the remaining chapters are organized.
Our first task is to review the organizational philosophy
known as the marketing concept, since it underlies much of the
thinking presented in this book. The remainder of this chapter
will focus on the process of strategic planning and its relationship
to the process of marketing planning
1. 10 STEP Marketing Plan for Red Ribbon Cakes Joanne Wolcott February 2011 Product Photo here Put your Blog Address Here. 1
2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. When appropriate, data are “masked” so as not to create unexpected conflicts. The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. Disclaimer
3. Primary Target Market What do they need, want, demand What are they choices Where is the opportunity How big is the market (3Cs) Steps 1 to 5Summary headline of your PTM and market
4. Class A and B Families who want to celebrate togetherness and make it special They need a good tasting cake that suites the specialty of the occasion For the longest time goldilocks has the market share for commercial cakes The gap competition is always about great tasting food The market size is with in the class A and B Celebrates Life Beautiful Moments
5. Product Price Promo Place Generic Winning Strategy of Mix Steps 6 to 10Summary headline of the marketing mix & strategy
6. Products- there are cakes, pastries, breads, pasta miryenda meals, set meals, custom cakes,rolls Price cakes are from Php 350-595 Cake rolls 210-300 Pastries Php120-350 Miryenda meals average Php 150 Marketing Mix and Strategy
7. Promo- print, tv and radio. More emphasis on print Place- major malls, inside jolibee stores and free standing stores with in food district Appeals to the emotion of the customers
8. 1. Describe the primary target market (PTM)* Demographics (Age range: must have a start and end age*, sex, social class, marital status) Lifestyle (what they do) Behavior (when consumed, how much, how frequent, special concerns) *Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some do buy, but majority don’t which is why limited marketing resources are best focused on PTM
9. They are targeting families that are in the class A and B. Has emphasis on the women who chooses food for the family They are well to do in the society. All of the commercials are in English They target people who views food as a sign for to gather people and have “bonding time” Class A and B families who want to make their togetherness special
10. 6.1 percent upper class, 4.2 percent upper-middle class, 57.1 percent middle class (http://opinion.inquirer.net/inquireropinion/columns/view/20100710-280190/NSCB-tries-to-count-the-rich) Total pop of the Phil 92 million approximately 62,008,000 target market (adding all the upper class, upper middle, and middle class)
11. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the product Note: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow
12. Describe your PTM needs I am happy with my family I want to belong to a loving familiy Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 12
13. 2. PTM’s needs, wants & demands Needs: list of needs from Maslow’s hierarchy that the product meets. Wants: what variables are used by the primary target market to choose among several products that can satisfy the same needs. Demands: for the PTM to finally decide to buy the product, what characteristics, values, benefits or selling propositions must the product have? ** for needs, wants & demands, underline the top 1or 2 variables that are most important to the PTM
14. 3a. Direct and indirect products that address my PTM’s NWD List of Competitors products/ brands Determine the variables that affect choice of product, brand
15. 3b. Create 2 Positioning Maps 1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice This 1st Map should allow differentiation/ non-clustering of the direct competitors Example: Price vs. Age Size of bubbles= represent relative market shares of the brands 2nd Map: Functional Benefit vs. Brands/ Variants
16. Example of a 2x2 competitive position map for toothpaste as of 2011 Price vs. Age Matrix Colgate Fresh Colgate Sensitive Colgate kids Colgate Total + whiten Close Up whiten Close up Sensodyne Hapee Fresh Hapee Complete + whitening Hapee Unique Unique
17. as of 2011 Example of a benefit positioning vs. brand map for toothpaste Benefit Positioning vs. Brand Matrix Harder to stand out amidst the competitive clutter.
18. 4. Identify the gap between customers and competition Where is the marketing opportunity? What NWDs are not being addressed? What can be the unique selling proposition for the new product (totally new or repositioned.)
19. 5a. Estimate the market size using competitor data 1. Top 7000 Corporation Data or news Total Sales from 1 product companies % of sales from multi-product 2. vs. known Industry size comparisons 3. vs. 1-1 suppliers 4. Visual observation- warehouse 5. Pirating personnel or garbage 6. Illegal interview 7. “Share of Shelf”
20. 5b. Estimate the market size using company data Claimed market share Guesstimate on market share Fair share of market Distribution extent Historical sales
21. 5c. Estimate the market size using customer data Usage per day or per year Per person Per household
22. 5. Decide on market size in pesos, not in number of people Competitor data= Company data = Customer Usage data = Use instinct and best business judgment to finalize market size
23. 6a. Photo of product category Show a product shot Your product and your competitors with, without box as they look in the supermarket All pack sizes All variants All major brands
24. 6a. Show how product looks vs. competition Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves or point of sales
25. 6b. Product Description Describe the physical features, specifications, attributes of the product. Info may be in product packaging, label, brochures or website.
26. 7. Price Get prices of your product Creatively compare vs. competitors across different pack sizes and variants Quantify the price difference in % terms vs. competitors Conclude on what pricing strategy is being used
27. 8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
28. 8a. Your products Promotions Describe what you propose to do/ product is currently doing vs. the 8 modes of communications. Show executions of this (from websites, print ads, actual commercials)
29. 8a. Samples of Promo Samples This can be in multiple slides
30. 8b. Competitor promo Show also how your key competitors communicate Their commercials Their websites And why your communication stands out
32. 9. Place Where is your product available? Supermarkets, sari-sari stores, convenience outlets, drugstores Nationwide or in key areas only? Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.)
33. 10. What is the generic winning strategy? Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche
35. Identify your target (PTM) What do they need, want, demand (NWD) What are they choices (competitors) Where is the opportunity (gap) How big is the market (3Cs) Steps 1 to 5Summary headline of your PTM and market
36. Product Price Promo Place Generic Winning Strategy of Mix Steps 6 to 10Summary headline of the marketing mix & strategy
38. Your Assignment Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA Follow power presentation principles
39. Grading Customers (PTM, NWD)- 20% Competition (Positioning Map, Market Size) 30% Company (4Ps, Strategy)- 40% Power Principles Formatting- 10%