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Marketing Management

      9 step plan




                       1
Contents - 9 steps marketing
1.   Understand – what is it?
2.   Predict - What would be the future
3.   Develop – What should I do?
4.   Promote – How should I communicate with the
     customers
5.   Identify opportunities – Where do we want to be?
6.   Set objectives – What are our targets
7.   Develop strategy – how do we reach there?
8.   Formulate plans - decide today for tommorrow
9.   Implement and control – ensure achievement
                                                        2
9 step management




     The Marketing Metrics   3
The Firm & the External Environment
The Market Operations
Understand and Predict               Promote
• Market                             • Products
• Customers
                                     • The company
• Competitors
                                     • Sales to Prospects
• Products
                                     • Customer Partnerships
Develop Products
• Expectations
• Investments
• Organisational Structure


                    A Comprehensive Model of Marketing

                                                               4
Marketing Planning
1. Identify opportunities

2. Set Objectives

4. Develop Strategies

6. Formulate Plans

•   Implement and Control


                            5
1 - Understand the Market
Size by sales               Geography by units
Size by units               Geography by sales
Size by profits             Channels by sales
Supermarket size by sales   Channel by units
Supermarket size by units   Channel by profits
Competitors by units        Specific segmentations by sales
Competitors by units        Specific Segmentation by units
Competitors by profits      Specific segmentation by profits
Customer type by sales      Technological influences

Customers type by units     Manufacturing influences
Customer type by profits    Other influences
Geography by sales          Financial influences

                                                               6
The Market Operations
Understand and Predict
                         Promote
•   Market
• Customers
                         •Products
• competitors
                         •The company
• Products               •Sales to Prospects
Develop Products         •Customer Partnerships
• Expectations
• Investments
• Organizational
  Structure

                                                  7
UNDERSTAND the competitors
•   Defining characteristics   •Marketing Strengths
•   Channels                   •Sales Strengths
•   Sales procedures           •Financial Strengths
•   Terms and conditions       •Manufacturing Strengths
•   Services                   •Technical Strengths
•   Product set                •Marketing weaknesses
•   Product Strategies         •Sales weaknesses
•   Profit Margins             •Financial weaknesses
•   Customer who               •Manufacturing weaknesses
•   Customers why?             •Technical weaknesses
•   Promotional tactics


                                                           8
Understand - continue
Understand the Customer          Understand the products
•Define existing customers       •Competing products
•Define potential customers      •Product Categories
•Product type buying criteria    •Why used
                                 •Substitutes
                                 •Life cycle stage
•Vendor Criteria                 •Relation to other products
•Buying pattern                  •Percentage of cost
•Decision Makers                 •How the product works
•Decision Process

•Product Use
•Sales and Lost sales Analysis


                                                               9
2 - Predict the Market
Size by sales                Geography by units
Size by units                Geography by sales
Size by profits              Channels by sales
Supermarket size by sales    Channel by units
Supermarket size by units    Channel by profits
Competitors by units         Specific segmentations by sales
Competitors by units         Specific Segmentation by units
Competitors by profits       Specific segmentation by profits
Customer type by sales       Technological influences
Customers type by units      Manufacturing influences
Customer type by profits     Other influences
Geography by sales           Financial influences


                                                                10
Predict the competitors
Defining characteristics   Sales Strengths
Channels                   Financial Strengths
Sales procedures           Manufacturing Strengths
Terms and conditions       Technical Strengths
Services                   Marketing weaknesses
Product set                Sales weaknesses
Product Strategies         Financial weaknesses
Profit Margins             Manufacturing weaknesses
Customer who               Technical weaknesses
Customers why?
Promotional tactics
Marketing Strengths                                   11
Predict - continue
Predict the Customer             Predict the products
•Define existing customers       •Competing products
•Define potential customers      •Product Categories
•Product type buying criteria    •Why used
                                 •Substitutes
                                 •Life cycle stage
•Vendor Criteria                 •Relation to other products
•Buying pattern                  •Percentage of cost
•Decision Makers                 •How the product works
•Decision Process
•Product Use
•Sales and Lost sales Analysis
                                                               12
3 - DEVELOP
Develop Products           Develop Investments
   –Product requirements   • Promotional
   –Service Requirements   • Research and Development
   –Terms and Conditions   • Sales
   –Support Requirements   • Manufacturing
   –Distribution outlets   • Operations
   –Time Frames            • Management Information Services
   –Price                  • Marketing
                           Developing Organisational Structure
Develop Expectations
                               •Marketing
   –Environmental
                               •Sales
   –Financial                  •Research and Development
   –Skills and Systems         •Manufacturing
                               •Operations
                               •Management information Services
                                                                  13
4 -          PROMOTE
Promoting the products        Promoting the Company
                                 –Media Relations
 –Media advertising              –Press Release
 –Direct mail                    –Articles
 –Press Release                  –Sponsorships
 –Collateral literature          –Advertising
 –Application information        –Investor Relations
 –Documentation                  –Newletters / Magazines
 –Trade Shows                  Promoting sales to prospects
                                 –Presentations
 –Catalogs
                                 –Seminars
 –Articles
                               Promoting Customers Partnership
 –Sales guide
                                 –Communication
                                 –Future Directions


                                                                 14
5 - Identify Opportunities
Identify Product / Market   Identify Integrative
Opportunities                  Opportunities
   –Market Development
                             –Backward
   –Product Development
                             –Forward
   –Market Penetration
                             –Horizontal
Identify Diversification
Opportunities
   –Concentric
   –Horizontal
   –Conglomerate
                                                   15
6 - Set Objectives
Set Objectives to
                            Set objectives to Internal
Environmental Constraints
                            Requirements
•Supports a company            •Specific
opportunity                    •Measurable
•Measurable                    •Achievable
                               •Realistic
                               •Time bound




                                                   16
7 - DEVELOP STRATEGY
Develop Target Market           Develop Product
Strategy                        Positioning
   –Map to existing segments       –Product
   –Map to new segments            –Place
   –Large enough                   –Promotion
   –Growing fast enough            –Price
   –Available
                                Develop Timing Strategy
   –Unsatisfied needs
                                   –Dates
Develop Market Entry Strategy      –Linkages
   –Acquire
   –Develop
   –Collaborate


                                                          17
8 - Formulate Plan
Formulate Market Entry   Set budgets
Plans                       –Total marketing budget
                            –Allocation to operational
   –Acquisition             activities
   –Development             –Allocation to planning
   –Collaboration           activities
                            –Allocation among products
Formulate Product
Positioning Plans
   –Product
   –Place
   –Promotion
   –Price

                                                         18
9 - Implement and Control
PLAN REVIEWS           STRATEGY
–Market entry plans    COLLABORATION
–Product positioning
plans                  –Market Collaboration
BUDGET REVIEWS         –Opportunity collaboration
–Total budgets         –Competitor collaboration
–Operation budgets
–Planning budgets
–Product budgets
                                              19
Contents - 9 step management
•   Understand – what is it?
•   Predict - What would be the future
•   Develop – What should I do?
•   Promote – How should I communicate with the
    customers
•   Identify opportunities – Where do we want to be?
•   Set objectives – What are our targets    ROE / ROA

•   Develop strategy – how do we reach there?
•   Formulate plans
•   Implement and control
                                                         20
Thank you

Questions please




                   21

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Marketing Plan

  • 1. Marketing Management 9 step plan 1
  • 2. Contents - 9 steps marketing 1. Understand – what is it? 2. Predict - What would be the future 3. Develop – What should I do? 4. Promote – How should I communicate with the customers 5. Identify opportunities – Where do we want to be? 6. Set objectives – What are our targets 7. Develop strategy – how do we reach there? 8. Formulate plans - decide today for tommorrow 9. Implement and control – ensure achievement 2
  • 3. 9 step management The Marketing Metrics 3
  • 4. The Firm & the External Environment The Market Operations Understand and Predict Promote • Market • Products • Customers • The company • Competitors • Sales to Prospects • Products • Customer Partnerships Develop Products • Expectations • Investments • Organisational Structure A Comprehensive Model of Marketing 4
  • 5. Marketing Planning 1. Identify opportunities 2. Set Objectives 4. Develop Strategies 6. Formulate Plans • Implement and Control 5
  • 6. 1 - Understand the Market Size by sales Geography by units Size by units Geography by sales Size by profits Channels by sales Supermarket size by sales Channel by units Supermarket size by units Channel by profits Competitors by units Specific segmentations by sales Competitors by units Specific Segmentation by units Competitors by profits Specific segmentation by profits Customer type by sales Technological influences Customers type by units Manufacturing influences Customer type by profits Other influences Geography by sales Financial influences 6
  • 7. The Market Operations Understand and Predict Promote • Market • Customers •Products • competitors •The company • Products •Sales to Prospects Develop Products •Customer Partnerships • Expectations • Investments • Organizational Structure 7
  • 8. UNDERSTAND the competitors • Defining characteristics •Marketing Strengths • Channels •Sales Strengths • Sales procedures •Financial Strengths • Terms and conditions •Manufacturing Strengths • Services •Technical Strengths • Product set •Marketing weaknesses • Product Strategies •Sales weaknesses • Profit Margins •Financial weaknesses • Customer who •Manufacturing weaknesses • Customers why? •Technical weaknesses • Promotional tactics 8
  • 9. Understand - continue Understand the Customer Understand the products •Define existing customers •Competing products •Define potential customers •Product Categories •Product type buying criteria •Why used •Substitutes •Life cycle stage •Vendor Criteria •Relation to other products •Buying pattern •Percentage of cost •Decision Makers •How the product works •Decision Process •Product Use •Sales and Lost sales Analysis 9
  • 10. 2 - Predict the Market Size by sales Geography by units Size by units Geography by sales Size by profits Channels by sales Supermarket size by sales Channel by units Supermarket size by units Channel by profits Competitors by units Specific segmentations by sales Competitors by units Specific Segmentation by units Competitors by profits Specific segmentation by profits Customer type by sales Technological influences Customers type by units Manufacturing influences Customer type by profits Other influences Geography by sales Financial influences 10
  • 11. Predict the competitors Defining characteristics Sales Strengths Channels Financial Strengths Sales procedures Manufacturing Strengths Terms and conditions Technical Strengths Services Marketing weaknesses Product set Sales weaknesses Product Strategies Financial weaknesses Profit Margins Manufacturing weaknesses Customer who Technical weaknesses Customers why? Promotional tactics Marketing Strengths 11
  • 12. Predict - continue Predict the Customer Predict the products •Define existing customers •Competing products •Define potential customers •Product Categories •Product type buying criteria •Why used •Substitutes •Life cycle stage •Vendor Criteria •Relation to other products •Buying pattern •Percentage of cost •Decision Makers •How the product works •Decision Process •Product Use •Sales and Lost sales Analysis 12
  • 13. 3 - DEVELOP Develop Products Develop Investments –Product requirements • Promotional –Service Requirements • Research and Development –Terms and Conditions • Sales –Support Requirements • Manufacturing –Distribution outlets • Operations –Time Frames • Management Information Services –Price • Marketing Developing Organisational Structure Develop Expectations •Marketing –Environmental •Sales –Financial •Research and Development –Skills and Systems •Manufacturing •Operations •Management information Services 13
  • 14. 4 - PROMOTE Promoting the products Promoting the Company –Media Relations –Media advertising –Press Release –Direct mail –Articles –Press Release –Sponsorships –Collateral literature –Advertising –Application information –Investor Relations –Documentation –Newletters / Magazines –Trade Shows Promoting sales to prospects –Presentations –Catalogs –Seminars –Articles Promoting Customers Partnership –Sales guide –Communication –Future Directions 14
  • 15. 5 - Identify Opportunities Identify Product / Market Identify Integrative Opportunities Opportunities –Market Development –Backward –Product Development –Forward –Market Penetration –Horizontal Identify Diversification Opportunities –Concentric –Horizontal –Conglomerate 15
  • 16. 6 - Set Objectives Set Objectives to Set objectives to Internal Environmental Constraints Requirements •Supports a company •Specific opportunity •Measurable •Measurable •Achievable •Realistic •Time bound 16
  • 17. 7 - DEVELOP STRATEGY Develop Target Market Develop Product Strategy Positioning –Map to existing segments –Product –Map to new segments –Place –Large enough –Promotion –Growing fast enough –Price –Available Develop Timing Strategy –Unsatisfied needs –Dates Develop Market Entry Strategy –Linkages –Acquire –Develop –Collaborate 17
  • 18. 8 - Formulate Plan Formulate Market Entry Set budgets Plans –Total marketing budget –Allocation to operational –Acquisition activities –Development –Allocation to planning –Collaboration activities –Allocation among products Formulate Product Positioning Plans –Product –Place –Promotion –Price 18
  • 19. 9 - Implement and Control PLAN REVIEWS STRATEGY –Market entry plans COLLABORATION –Product positioning plans –Market Collaboration BUDGET REVIEWS –Opportunity collaboration –Total budgets –Competitor collaboration –Operation budgets –Planning budgets –Product budgets 19
  • 20. Contents - 9 step management • Understand – what is it? • Predict - What would be the future • Develop – What should I do? • Promote – How should I communicate with the customers • Identify opportunities – Where do we want to be? • Set objectives – What are our targets ROE / ROA • Develop strategy – how do we reach there? • Formulate plans • Implement and control 20