This document provides an overview of strategic marketing planning. It begins with defining key marketing terms and concepts. It then covers analyzing the marketing situation and identifying target markets through research. The bulk of the document outlines developing a marketing plan, including determining strategy and tactics. It discusses the marketing mix of product, price, place, and promotion. Finally, it briefly mentions controlling the marketing plan through audits, benchmarks, and key performance indicators.

1. Strategic Marketing Planning
Presented by Worravit Chantaraviroj
Marketing Manager
Date 22-08-2014

2. Outline
1. What is Marketing?
2. Marketing Analysis
3. Marketing Planning
4. Marketing Mix Planning
5. Marketing Controlling

3. The Differences
• Marketing vs Sales
• Marketing vs Branding
• Marketing vs Marketing Communications
• Marketing vs Sales Promotion
1. What is Marketing ?

4. Six Blind Men
1. What is Marketing ?

5. Marketing Mgt.
Marketing Management is the art and science
“Creative & Formulated” of Choosing TM
Getting, Keeping, Growing Customer
Through Creating, Communicating, Delivering
“Superior Customer Value”
1. What is Marketing ?

6. Marketing Component
1. Needs / Wants / Demands
2. Value Product to satisfy needs
3. Exchange
1. What is Marketing ?

7. Marketing Process
Analysis • Situation
• Identify Market Target
• Customer Buying Process
• Marketing Research
Planning • Product Planning
• Price Planning
• Place Planning
• Promotion & IMC Planning
Control • Marketing Audit
• Marketing Benchmarking
• Marketing KPI
1. What is Marketing ?

8. Value-Added Process
1. What is Marketing ?
Seeds Potatoes Chips Flavoring Packaging Location
“Value is added at each stage of the marketing system as the raw potatoes are
transformed and moved to become products that consumers are willing and able
to buy”

9. Real Life Marketing Obj.
“ Get more people,
to buy more things,
more frequently,
at higher prices.”
1. What is Marketing ?
Sergio Zyman
Former CEO - Coke

10. Benefits of MKT plan
1. Guide to work effectively
2. Define job role and responsibilities
3. Allocate resources effectively
1. What is Marketing ?

11. Marketing Analysis
1. Situation
2. Identify Target Market
3. Consumer Buying Process
4. Marketing Research
2. Marketing Analysis

12. Situation
2. Marketing Analysis
PEST/ PESTEL:
Political, Economic,
Sociological,
Technological
Legal,
Environmental

13. Situation - Change
• Every 18 months – double CPU power – for ½ the
price (Moore’s Law)
• Every 12 months – double fiber network capability
for ½ the price
• Every 9 months – double wireless capacity for ½ the
price
2. Marketing Analysis

14. Business Scope
Broad Mission vs Narrow Mission
2. Marketing Analysis
Fashion cloths Cloths
Train Transportations
Pizza Delivery Pizza
Soft Drink Beverages

15. Market Segmentation
2. Marketing Analysis
Segmentation Targeting Positioning

16. Market Research
2. Marketing Analysis
Identify client’s needs Product
Buy Not Buy
Satisfy Unsatisfied

17. Research Method
2. Marketing Analysis
Observational
Focus-group
Survey
Behavioral
Experimental

18. Consumer Insight
2. Marketing Analysis
An insight is a
penetrating
understanding
which provides
hooks or clues that
lead to brand
building
opportunities

19. Strategy
2. Marketing Planning
The essence of strategy is
choosing to perform activities
differently than rivals do.
(Michael E. Porter, Harvard Business Review)
95% of a typical workforce does not
understand its organisation’s strategy
86% of executive teams spend less
than one hour per month discussing
strategy

20. Strategy
3. Marketing Planning
Strategy without tactics
is the slowest road to victory
Tactics without strategy
is the noise before defeat
SUN TZU

21. 3 Basic Strategy
3. Marketing Planning
Cost Leadership
Differentiation
Focus

22. Characteristics
of Success
3. Marketing Planning
Lower costs
Faster
Easier
Longer Lasting
More Fun
Better Image
More Alternative

23. Marketing Success
Factors
3. Marketing Planning
Target Market
Offer / USP
Marketing Communications
Timing
40%
30%
20%
10%

24. 5 Marketing Mistakes
3. Marketing Planning
1. Lack of Focus on Best Customer’s Needs
2. Marketing without a USP
3. Improper Positioning
4. Lack of Market Research and Testing
5. Failure to Capture Repeat Customers

25. 4 P’s & 4 C’s
4. Marketing Mix Planning
4 P’s 4 C’s
Product Consumer’s Solution
Price Cost
Place Convenience
Promotion Communication
Implementation Analysis

26. Marketing Mix
4. Marketing Mix Planning
 Product
 Price
 Place
 Promotion
People
 Process
 Physical Evidence

27. Product Concept
4. Marketing Mix Planning
What is Product / Features ?
 What is Advantage ?
 What is Benefit ?
 Why should I try ?

28. Product Mix
4. Marketing Mix Planning
Product Category
Product Line
Product Item
Essential Oil
Oud Oil
Pure Oud Oil

29. Brand
4. Marketing Mix Planning
A brand is a name, term, sign, symbol or
design, or a combination of them, intended
to identify the goods or services of one
seller or group of sellers and to differentiate
them from those of competitors.
Awareness + Impression

30. Power of Brand
4. Marketing Mix Planning
2 – 50 THB 75 – 150 THB

31. Rebranding
2 – 50 THB
FAIL !
4. Marketing Mix Planning

32. New Product
4. Marketing Mix Planning
Obj : 1. increase sales 2. replace existing products
“Product Life Cycle”
80% of consumer product
decline in 1-2 years
30% of industrial products
decline in 6-10 months

33. New Product
Development Process
4. Marketing Mix Planning
6.2 years

34. NPD Failures
4. Marketing Mix Planning
Inadequate market analysis 45%
Product problems or defects 29%
Lack of effective marketing effort 25%
Higher costs than anticipated 19%
Competitive strength of reaction 17%
Poor timing of introduction 14%
Technical of production problem 12%
Others 24%

35. Pricing
4. Marketing Mix Planning
Based on cost
Based on market demand
Based on market competition

36. Place
4. Marketing Mix Planning
Product
Promotion
Price
Place
Customer Consumer
Customer Consumer
Customer Consumer

37. Promotion
Marketing Communications
4. Marketing Mix Planning

38. Marketing Controlling
5. Marketing Controlling
Marketing Audit
Marketing Benchmarking
Marketing KPI