This document discusses marketing management strategies and developing a marketing plan. It covers determining customer value, strategic planning at different organization levels, and what elements a marketing plan should include. The plan development process involves situation analysis, defining objectives and strategies, identifying target markets, and selecting appropriate marketing mix elements. It also discusses assessing growth opportunities, developing goals, and contingency planning.

1. Marketing Management Task
 Developing Marketing Management Strategies
 Connecting With Customers
 Building Strong Brands
 Shaping the Market offerings
 Delivering Value
 Communicating Value
 Creating Long Term Growth

2. Developing Marketing
Strategies and Plans

3. Objectives
1. How does marketing affect customer value?
2. How is strategic planning carried out at
different levels of the organization?
3. What does a marketing plan include?

4. Value
Perceived Benefits
Tangible +Intangible
Cost
Quality, Service and Price

5. Value creation and delivery
process
STP

6. The Value Chain
•The market Sensing Process
•New offering Realization Process
•Customer Acquisition process
•The fulfillment Management Process

7. Core Competencies
Own and nurture the resources and competencies that make up
the essence of Business.
Core Competency refers to areas of special technical and
production expertise, whereas distinctive capability describes
excellence in broader business processes. Market-driven
organizations generally excel in three distinctive capabilities:
market sensing, customer linking and channel bonding.
 Source of Competitive Advantage
 Application in wide variety of Markets
 Difficult for Competitors to imitate
Examples
1. Addidas
2. Software industry in Pakistan and India
3. VIP Marketing

8. Role of Strategic Planning
 Manage Company’s Business as investment Portfolio.
 Asses Company Strength
1. Market Growth rate
2. Company Position
3. Fit In the Market
 Establishing a Strategy
4 Levels
(Resource allocation) Corporate Level (Business to Start or
Eliminate)
Division Level
Business Unit Level
Product Level (Marketing Plan)

9. Corporate and division level Strategic
Planning
 Defining the corporate mission
 Establishing strategic business units
 Assigning resources to each Strategic Business Unit
 Assessing growth opportunities
Mission
“What is our business”
Employee, Managers and Customers
 Limited Goals
 Major Policies
 Major Competitive Sphere
 Long Term View
 Short, Memorable, Meaningful

10. Establishing SBU
 Single Business or group of Business that can be planned
separately.
 Own Set of Competitors
 Manager: responsible for strategic planning and profit
performance.
Product Vs Industry Vs Market
Target Market Vs Strategic Marketing
Three Dimensions
Customer Groups
Customer Need
Technology
Assigning Resources
With or Without SBU
*Potential Growth Opportunity

11. Assessing Growth
Present Sales Vs Desired Sales
1. Intensive (P/G Matrix)
2. Integrative (Backward, Forward, Horizontal Integration)
3. Diversification (Concentric, Horizontal and Conglomerate)
 Innovation in marketing is critical. Senior management should identify
and encourage fresh ideas from a youth perspective, from people new
to the field and organization, to gain an understanding and a new
approach to marketing.

12. Product Growth Matrix
Market
Penetration
Product
Development
Market
Development
Diversificatio
n

13. Market Penetration
1. Markets are not saturated
2. Usage rate can be increased
3. Correlations between sales and marketing expenditures is high
4. Economies of scale provide major competitive advantage
Market Development
1. New channels are available
2. New untapped market exists
3. Excess production capacity
4. Excess capital and human resource
Product Development
1. Successful products at maturity stage
2. Organization competes in high growth industry
3. Company has strong R&D
Diversification
1. Value chain is common among different businesses

14. Business Unit Strategic
Planning

15. SWOT
Opportunity: area of buyer need or interest that a company
can profitably satisfy.
1. Short of Supplies
2. Supply something in superior way (Ask Customers)
3. Totally New Product
Threat: an external event that can effect the marketing
objectives/goals
Strength Vs Weakness

17. Goal Formulation: Developing specific goals for a short term is
known as Goal Formulation. They are specific with respect to
magnitude and time. Goals must be consistent and realistic and
could be a mix of various objectives.
SMART
 Strategy Formulation: Strategy is a game plan for achieving
the goals. It consists of a Marketing Strategy, Technology
Strategy and a Sourcing Strategy.
1. Overall Cost Leadership
2. Differentiation
3. Focus
a) Product or service alliance
b) Promotional alliance
c) Logistics alliance
d) Pricing Collaboration

18. Product Planning
 The marketing plan is the central instrument for
directing and coordinating the marketing effort. The
marketing plan operates at two levels: strategic
and tactical.
Components Of Marketing Plan:
1. Executive summary
2. Situation Analysis
3. Marketing Opportunity and Issues
4. Objectives
5. Marketing strategy
6. Target Market
7. Positioning
8. Marketing Mix
9. Review and Control
10. Marketing Organization
11. Contingency Plan