This document discusses strategic marketing planning and provides an example of how it works. It explains that strategic marketing planning must encompass all levels of an organization and includes laying out target markets, value propositions, promotion, merchandising, pricing, sales, and service. It also notes that strategic planning involves performing a SWOT analysis, outlining specific and measurable goals, formulating strategies to achieve those goals, implementing the plan, gathering feedback, and improving over time.

2. A plan of action designed
to achieve a long-term or
overall aim.

3. Strategic marketing planning must
encompass all levels of
organization.

5. Marketing plan
1. Strategic plan:
• Lays out target
markets
• And the firm’s value
proposition
2. Tactical plan:
• Promotion
• Merchandising
• Pricing
• Sales
• Service

8. Mission statement efficiently incorporates
a company’s long term goals, direction,
vision and it’s value base.

12. Example:

16. Strategic planning!

19. Goal formulation
Once the SWOT analysis is performed,
specific goals are outlined.
• Must be arranged from most to least important
• Should be quantitative
• Realistic
• consistent

20. Strategy formulation
To achieve the set GOALS!

21. A little support does no harm!

22. A poor implementation can ruin the whole planning

23. Record feedback and improve the
loop!

24. Disclaimer:
This presentation was created by
RAMINDER SINGH, Thapar University
during an internship by Prof. Mathur,
IIM Lucknow.
http://www.iiminternship.com/