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CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Principles of Marketing, Kotler, Armstrong, Agnihotri, Ehsan ul Haque 13th Edition
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
Strategic planning is the process of developing
and maintaining a strategic fit between the
organization’s goals and capabilities and its
changing marketing opportunities
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
• The mission statement is the
organization’s purpose, what
it wants to accomplish in the
larger environment
• Market-oriented mission
statement defines the
business in terms of satisfying
basic customer needs
1.Not be myopic in product terms
2.Meaningful and specific
3.Motivating
4.Emphasize the company’s strengths
5.Contain specific workable guidelines
6.Not be stated as making sales or profits
Eik achay mission statement kay ajza
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
To inspire and nurture the human spirit –
one person, one cup and one
neighborhood at a time.
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
To inspire and nurture the human
spirit – one person, one cup and
one neighborhood at a time.
Starbucks
Howard Shultz
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
To inspire and nurture the human
spirit – one person, one cup and
one neighborhood at a time.
Starbucks
Howard Shultz
• Creating a culture of warmth and belonging, where
everyone is welcome.
• Acting with courage, challenging the status quo and
finding new ways to grow our company and each
other.
• Being present, connecting with transparency, dignity
and respect.
• Delivering our very best in all we do, holding ourselves
accountable for results
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
Apple designs Macs, the best personal
computers in the world, along with OS X, iLife,
iWork and professional software. Apple leads
the digital music revolution with its iPods and
iTunes online store. Apple has reinvented the
mobile phone with its revolutionary iPhone and
App Store, and is defining the future of mobile
media and computing devices with iPad
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
Apple has always been different. A different
kind of company with a different view of the
world. It's a special place where we have the
opportunity to create the best products on
earth - products that change lives and help
shape the future. It's a privilege we hold
dear.
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Companywide Strategic Planning
Business objectives
•Build profitable
customer
relationships
•Invest in research
•Improve profits
Marketing
objectives
•Increase market
share
•Create local
partnerships
•Increase
promotion
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product Life Cycle
Time
Sales
Maturity
Question Mark Star Cash Cow Dog
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
BCG Market Share & Growth Matrix
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Limitations
• Difficulty in defining SBUs and
measuring market share and
growth
• Time consuming
• Expensive
• Focus on current businesses, not
future planning
• Is blind to externalities: what is
the state of the market itself? Is
the category evolving?
BCG Market Share & Growth Matrix
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Ansoff Matrix
Market Penetration
Market
Development
Product
Development
Diversification
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Ansoff Matrix
Market Penetration
Market
Development
Product
Development
Diversification
Implications:
• Increase customer loyalty
• Penetration: Focus on Numeric
Handling
• Launch price or other special
offer promotions
• Increase your sales force's
activities.
• Buy a competitor company
(particularly in mature markets)
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Ansoff Matrix
Market Penetration
Market
Development
Product
Development
Diversification
Implications:
You're trying to sell more of the
same things to different people.
• Use different sales channels, such
as online or direct sales, if you are
currently selling through agents
or intermediaries.
• Repositioning
• Market Segmentation
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Ansoff Matrix
Market Penetration
Market
Development
Product
Development
Diversification
Implications:
Selling different products to the
same people.
• Extend your product by
producing different variants, or
repackage existing products.
• Develop related products or
services.
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Ansoff Matrix
Market Penetration
Market
Development
Product
Development
Diversification
Implications:
sell completely different products or
services to different customers
• Vertical Integrations
• Conglomeration
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Ansoff Matrix: A very cola example
Once upon
a time…
there was a
Cola
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Ansoff Matrix: A very cola example
Once upon
a time…
there was a
Cola
Which was
very
successful in
its initial
market
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Ansoff Matrix: A very cola example
So now the
managers
asked
themselves,
“what next”?
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product
Ansoff Matrix: A very cola example
Penetration
Market Dev.
Product Dev.
Diversification
ExistingNew
Existing New
Market
We could start increasing the number of outlets
in our existing market for our existing product.
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product
Ansoff Matrix: A very cola example
Numeric Handling
Penetration
Market Dev.
Product Dev.
Diversification
ExistingNew
Existing New
Market
…this is called increasing “Numeric Handling”
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product
Ansoff Matrix: A very cola example
Numeric Handling
Weighted Handling
Penetration
Market Dev.
Product Dev.
Diversification
ExistingNew
Existing New
Market
Being available on “weighted” outlets or
Key Accounts.
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product
Ansoff Matrix: A very cola example
Numeric Handling
Weighted Handling
Increased SKUs
Penetration
Market Dev.
Product Dev.
Diversification
ExistingNew
Existing New
Market
We could increase our SKUs, appeal to a lower
income segment or the segment which likes to
watch its weight :p
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product
Ansoff Matrix: A very cola example
Numeric Handling
Weighted Handling
Increased SKUs
Juices
Low Carb Drinks
Penetration
Market Dev.
Product Dev.
Diversification
ExistingNew
Existing New
Market
For the Energizer Bunny in you, the company is
offering an energy drink and juices.
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product
Ansoff Matrix: A very cola example
Numeric Handling
Weighted Handling
Increased SKUs
Juices
Low Carb Drinks
Snack Business
Penetration
Market Dev.
Product Dev.
Diversification
ExistingNew
Existing New
Market
“Jou Cola peeta hai, woh kuch khaie ga nahien?
Kuch namkeen hou jaie?”
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product
Ansoff Matrix: A very cola example
Numeric Handling
Weighted Handling
Increased SKUs
Juices
Low Carb Drinks
Snack Business
New Local Locations
Penetration
Market Dev.
Product Dev.
Diversification
ExistingNew
Existing New
Market
We could increase our markets, go into newer
geographical markets within…
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product
Ansoff Matrix: A very cola example
Numeric Handling
Weighted Handling
Increased SKUs
Juices
Low Carb Drinks
Snack Business
New Local Locations
New International
Market
Penetration
Market Dev.
Product Dev.
Diversification
ExistingNew
Existing New
Market
And beyond…
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Product
Ansoff Matrix: A very cola example
Numeric Handling
Weighted Handling
Increased SKUs
Juices
Low Carb Drinks
Snack Business
New Local Locations
New International Market
Fashion Business
Merchandise
Penetration
Market Dev.
Product Dev.
Diversification
ExistingNew
Existing New
Market
After being a really hot brand, we could enter the
fashion market and sell T-shirts with our logo and make
a killing ;)
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Ansoff Matrix: 9 Box Matrix
Markets &
Customers
Products & Services
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Market
Segmentation
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Segmentation
Segmentation is the division of a market into
distinct groups of buyers who have different
needs, characteristics, or behavior and who
might require separate products or marketing
mixes
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Market
Segmented by
Age
Segmentation
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Market
Segmented by
Gender
Segmentation
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Market
Segmented by
Preferences
and Tastes
Segmentation
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Targeting
process of
evaluating
each market
segment’s
attractiveness
and selecting
one or more
segments to
enter
Segmentation
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Positioning
Sensitive Teeth
Bloody Gums
Fresh Breath
Tea Teeth Whitener
Germ Protection
Plaque Removal
What are
toothpastes
used for?
Strong Teeth
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Positioning
Sensitive Teeth
Bloody Gums
Fresh Breath
Tea Teeth Whitener
Germ Protection
Plaque Removal
What are
toothpastes
used for?
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Positioning
Sensitive Teeth
Bloody Gums
Fresh Breath
Tea Teeth Whitener
Germ Protection
Plaque Removal
What are
toothpastes
used for?
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Positioning
Sensitive Teeth
Bloody Gums
Fresh Breath
Tea Teeth Whitener
Germ Protection
Plaque Removal
What are
toothpastes
used for?
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Positioning
Sensitive Teeth
Bloody Gums
Fresh Breath
Tea Teeth Whitener
Germ Protection
Plaque Removal
What are
toothpastes
used for?
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Positioning
Sensitive Teeth
Bloody Gums
Fresh Breath
Tea Teeth Whitener
Germ Protection
Plaque Removal
What are
toothpastes
used for?
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Positioning
Is the arranging for
a product to
occupy a clear,
distinctive, and
desirable place
relative to
competing
products in the
minds of the target
consumer
Positioning
Thick Creamy desserts
Extra Rich
Perfect Guilt Trip
Extra Large
Extra Toppings
Extra Flavors
How are we
positioned
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Differentiating
How is our value offer
different from others
like it in the market?
Differentiating the
product to create
superior customer
value
Differentiating
More toppings than
anyone else
Creamier desserts
Not your regular guilt trip!
Largest sizes of desserts
How are we
Different?
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Value & Value Chain
Value chain is a series of
departments that carry out value-
creating activities to design,
produce, market, deliver, and
support a firm’s products
Value delivery network
is made up of the company, suppliers,
distributors, and ultimately customers
who partner with each other to
improve performance of the entire
system
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Customer driven marketing strategy
All the processes from
segmentation, positioning,
differentiation and to
selecting the value chain
network will lead to a
customer driven
marketing strategy
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Marketing Mix
After selecting the
marketing strategy the
marketing mix will be
decided where each of the
4Ps will be separately
classified
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
4Ps
Product
Price
Place
Promotion
4Cs
Customer Value
Cost
Convenience
Communication
The marketing mix from the
perspective of the
company
The marketing mix from the
perspective of the
customer
Marketing Mix
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Managing the Market Effort
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Market Analysis
In the analysis stage, a
marketer could do a SWOT
Analysis to evaluate the
Strengths, Weakness,
Opportunities and Threats of
the company.
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Marketing Planning
Executive summary
Marketing situation
Threats and opportunities
Objective and issues
Marketing strategy
Action programs
Budgets
Controls
Market planning involves
deciding on marketing
strategies that will help the
company attain its overall
strategic objectives
Basic elements of a Marketing Plan
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Marketing Implementation
Marketing implementation
means turning strategies
into action
Successful implementation depends on how well the company blends its
people, organizational structure, decision and reward system, and company
culture into a cohesive action plan that supports its strategies
Who Where When HowWhat Why
Market Planning Market Implementation
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Marketing Department Organization
Marketing Department
Groups of people and
hierarchies which
brings the marketing
effort to life
Four Types:
1. Functional
2. Geographic
3. Product
4. Customer
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Marketing Control
Marketing Control
Evaluating the results of
marketing strategies and
plans and taking corrective
actions to ensure objectives
are attained
Marketing Control involves four steps:
1. Management first sets specific goals.
2. Measure
3. Evaluate
4. Modify, Change etc
Strategic ControlOperating Control
CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM
Marketing ROI
Marketing ROI
provides a
measurement of the
profits generated by
investments in
marketing activities.
‫بغیر‬ ‫کے‬ ‫اس‬‫مارکیٹنگ‬‫سکتی‬ ‫ہو‬ ‫نہیں‬

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Marketing Basics: Company & Marketing Strategy

  • 1. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Principles of Marketing, Kotler, Armstrong, Agnihotri, Ehsan ul Haque 13th Edition
  • 2. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities
  • 3. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning
  • 4. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning • The mission statement is the organization’s purpose, what it wants to accomplish in the larger environment • Market-oriented mission statement defines the business in terms of satisfying basic customer needs 1.Not be myopic in product terms 2.Meaningful and specific 3.Motivating 4.Emphasize the company’s strengths 5.Contain specific workable guidelines 6.Not be stated as making sales or profits Eik achay mission statement kay ajza
  • 5. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
  • 6. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Starbucks Howard Shultz
  • 7. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Starbucks Howard Shultz • Creating a culture of warmth and belonging, where everyone is welcome. • Acting with courage, challenging the status quo and finding new ways to grow our company and each other. • Being present, connecting with transparency, dignity and respect. • Delivering our very best in all we do, holding ourselves accountable for results
  • 8. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning
  • 9. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad
  • 10. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning Apple has always been different. A different kind of company with a different view of the world. It's a special place where we have the opportunity to create the best products on earth - products that change lives and help shape the future. It's a privilege we hold dear.
  • 11. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Companywide Strategic Planning Business objectives •Build profitable customer relationships •Invest in research •Improve profits Marketing objectives •Increase market share •Create local partnerships •Increase promotion
  • 12. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Life Cycle Time Sales Maturity Question Mark Star Cash Cow Dog
  • 13. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM BCG Market Share & Growth Matrix
  • 14. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Limitations • Difficulty in defining SBUs and measuring market share and growth • Time consuming • Expensive • Focus on current businesses, not future planning • Is blind to externalities: what is the state of the market itself? Is the category evolving? BCG Market Share & Growth Matrix
  • 15. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Ansoff Matrix Market Penetration Market Development Product Development Diversification
  • 16. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Ansoff Matrix Market Penetration Market Development Product Development Diversification Implications: • Increase customer loyalty • Penetration: Focus on Numeric Handling • Launch price or other special offer promotions • Increase your sales force's activities. • Buy a competitor company (particularly in mature markets)
  • 17. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Ansoff Matrix Market Penetration Market Development Product Development Diversification Implications: You're trying to sell more of the same things to different people. • Use different sales channels, such as online or direct sales, if you are currently selling through agents or intermediaries. • Repositioning • Market Segmentation
  • 18. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Ansoff Matrix Market Penetration Market Development Product Development Diversification Implications: Selling different products to the same people. • Extend your product by producing different variants, or repackage existing products. • Develop related products or services.
  • 19. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Ansoff Matrix Market Penetration Market Development Product Development Diversification Implications: sell completely different products or services to different customers • Vertical Integrations • Conglomeration
  • 20. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Ansoff Matrix: A very cola example Once upon a time… there was a Cola
  • 21. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Ansoff Matrix: A very cola example Once upon a time… there was a Cola Which was very successful in its initial market
  • 22. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Ansoff Matrix: A very cola example So now the managers asked themselves, “what next”?
  • 23. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Ansoff Matrix: A very cola example Penetration Market Dev. Product Dev. Diversification ExistingNew Existing New Market We could start increasing the number of outlets in our existing market for our existing product.
  • 24. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Ansoff Matrix: A very cola example Numeric Handling Penetration Market Dev. Product Dev. Diversification ExistingNew Existing New Market …this is called increasing “Numeric Handling”
  • 25. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Ansoff Matrix: A very cola example Numeric Handling Weighted Handling Penetration Market Dev. Product Dev. Diversification ExistingNew Existing New Market Being available on “weighted” outlets or Key Accounts.
  • 26. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Ansoff Matrix: A very cola example Numeric Handling Weighted Handling Increased SKUs Penetration Market Dev. Product Dev. Diversification ExistingNew Existing New Market We could increase our SKUs, appeal to a lower income segment or the segment which likes to watch its weight :p
  • 27. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Ansoff Matrix: A very cola example Numeric Handling Weighted Handling Increased SKUs Juices Low Carb Drinks Penetration Market Dev. Product Dev. Diversification ExistingNew Existing New Market For the Energizer Bunny in you, the company is offering an energy drink and juices.
  • 28. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Ansoff Matrix: A very cola example Numeric Handling Weighted Handling Increased SKUs Juices Low Carb Drinks Snack Business Penetration Market Dev. Product Dev. Diversification ExistingNew Existing New Market “Jou Cola peeta hai, woh kuch khaie ga nahien? Kuch namkeen hou jaie?”
  • 29. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Ansoff Matrix: A very cola example Numeric Handling Weighted Handling Increased SKUs Juices Low Carb Drinks Snack Business New Local Locations Penetration Market Dev. Product Dev. Diversification ExistingNew Existing New Market We could increase our markets, go into newer geographical markets within…
  • 30. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Ansoff Matrix: A very cola example Numeric Handling Weighted Handling Increased SKUs Juices Low Carb Drinks Snack Business New Local Locations New International Market Penetration Market Dev. Product Dev. Diversification ExistingNew Existing New Market And beyond…
  • 31. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Product Ansoff Matrix: A very cola example Numeric Handling Weighted Handling Increased SKUs Juices Low Carb Drinks Snack Business New Local Locations New International Market Fashion Business Merchandise Penetration Market Dev. Product Dev. Diversification ExistingNew Existing New Market After being a really hot brand, we could enter the fashion market and sell T-shirts with our logo and make a killing ;)
  • 32. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Ansoff Matrix: 9 Box Matrix Markets & Customers Products & Services
  • 33. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Market Segmentation
  • 34. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Segmentation Segmentation is the division of a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require separate products or marketing mixes
  • 35. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Market Segmented by Age Segmentation
  • 36. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Market Segmented by Gender Segmentation
  • 37. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Market Segmented by Preferences and Tastes Segmentation
  • 38. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Targeting process of evaluating each market segment’s attractiveness and selecting one or more segments to enter Segmentation
  • 39. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Positioning Sensitive Teeth Bloody Gums Fresh Breath Tea Teeth Whitener Germ Protection Plaque Removal What are toothpastes used for? Strong Teeth
  • 40. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Positioning Sensitive Teeth Bloody Gums Fresh Breath Tea Teeth Whitener Germ Protection Plaque Removal What are toothpastes used for?
  • 41. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Positioning Sensitive Teeth Bloody Gums Fresh Breath Tea Teeth Whitener Germ Protection Plaque Removal What are toothpastes used for?
  • 42. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Positioning Sensitive Teeth Bloody Gums Fresh Breath Tea Teeth Whitener Germ Protection Plaque Removal What are toothpastes used for?
  • 43. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Positioning Sensitive Teeth Bloody Gums Fresh Breath Tea Teeth Whitener Germ Protection Plaque Removal What are toothpastes used for?
  • 44. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Positioning Sensitive Teeth Bloody Gums Fresh Breath Tea Teeth Whitener Germ Protection Plaque Removal What are toothpastes used for?
  • 45. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Positioning Is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumer Positioning Thick Creamy desserts Extra Rich Perfect Guilt Trip Extra Large Extra Toppings Extra Flavors How are we positioned
  • 46. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Differentiating How is our value offer different from others like it in the market? Differentiating the product to create superior customer value Differentiating More toppings than anyone else Creamier desserts Not your regular guilt trip! Largest sizes of desserts How are we Different?
  • 47. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Value & Value Chain Value chain is a series of departments that carry out value- creating activities to design, produce, market, deliver, and support a firm’s products Value delivery network is made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system
  • 48. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Customer driven marketing strategy All the processes from segmentation, positioning, differentiation and to selecting the value chain network will lead to a customer driven marketing strategy
  • 49. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Marketing Mix After selecting the marketing strategy the marketing mix will be decided where each of the 4Ps will be separately classified
  • 50. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM 4Ps Product Price Place Promotion 4Cs Customer Value Cost Convenience Communication The marketing mix from the perspective of the company The marketing mix from the perspective of the customer Marketing Mix
  • 51. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Managing the Market Effort
  • 52. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Market Analysis In the analysis stage, a marketer could do a SWOT Analysis to evaluate the Strengths, Weakness, Opportunities and Threats of the company.
  • 53. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Marketing Planning Executive summary Marketing situation Threats and opportunities Objective and issues Marketing strategy Action programs Budgets Controls Market planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives Basic elements of a Marketing Plan
  • 54. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Marketing Implementation Marketing implementation means turning strategies into action Successful implementation depends on how well the company blends its people, organizational structure, decision and reward system, and company culture into a cohesive action plan that supports its strategies Who Where When HowWhat Why Market Planning Market Implementation
  • 55. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Marketing Department Organization Marketing Department Groups of people and hierarchies which brings the marketing effort to life Four Types: 1. Functional 2. Geographic 3. Product 4. Customer
  • 56. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Marketing Control Marketing Control Evaluating the results of marketing strategies and plans and taking corrective actions to ensure objectives are attained Marketing Control involves four steps: 1. Management first sets specific goals. 2. Measure 3. Evaluate 4. Modify, Change etc Strategic ControlOperating Control
  • 57. CORPORATE STRATEGY CH02 MOHAMMAD RAZA HUSAIN SPRING 2018 IoBM Marketing ROI Marketing ROI provides a measurement of the profits generated by investments in marketing activities. ‫بغیر‬ ‫کے‬ ‫اس‬‫مارکیٹنگ‬‫سکتی‬ ‫ہو‬ ‫نہیں‬