STRATEGIC MARKETING: STRATEGIC MARKETING PLANNING PROCESS, MARKETING MIX, PRICE, PLACE, PRODUC, PRODUCT LINE. SHORTNOTE ON STRATEGIC MARKETING AND MARKETING MIX PROCEES

1. STRATEGIC MARKETING
BRIEFING

2. ABSTRACT OF STRATEGIC
MARKETING
• STRATEGIC MARKETING PLAN is a blue print and a marketers road map for intended destination. It is a
logical step by step process for achieving marketing goals. It analyses internal and external environment,
markets, competitors, mentions allocation of resources, budgets, tasks and control of other activities needed in
attaining marketing goals in efficient and effective manner.
• Strategic Marketing Planning process focus at company from customer customers point of view by asking
questions that have a long time horizons.

3. STRATEGIC MARKETING PLANNING PROCESS
• ENVIRONMENTALANALYSIS
• Internal analysis 

deals with strengths and weaknesses of organization
• External analysis 

deals with opportunities and threats to the organisation
• IDENTIFYING CUSTOMERS
• Customer Vs. consumer
• Developing a Strategic marketing plan and is not possible without knowing who are your customers are?
• Concentrates on market segmentation 

includes Geographic bases, Social class bases, Demographic
bases, Psychographic bases

4. STRATEGIC MARKETING PLANNING PROCESS
• COMPETITOR / VALUE CREATION ANALYSIS
• Analyses how it stands in comparison to its competitors
• TARGETING
• Single strategy will not be applicable to all consumer segment groups. Need to develop specific strategy for different target
markets.
• Undifferentiated targeting 

No individual segment, views market as one group.
• Concentrated targeting 

Selection of market niche on which marketing efforts are directed. Single market can concentrate on
comprehending needs and wants of particular market intimately, single firms drive benefit from this strategy and can compete
against larger firms as it enables one segment.

5. STRATEGIC MARKETING PLANNING PROCESS
• Multi segment targeting 

Need to focus on two / more well defined market segments to frame different strategies
performing a cost benefit analysis between strategies available and strategies that suit your goals.
• POSITIONING
• Developing product and brand image in minds of customers. Enhancing customer perception about experience.
• MARKETING MIX
• Product mix (Product portfolio/ Product Assortment)
• Total variety of products a firm sells. Opt of product mix in firm will generate profit from each product in the product mix.
• Product line

No.of products grouped together based on similar characteristics such as product quality, target group
product specification / feature.

6. STRATEGIC MARKETING PLANNING PROCESS
• Product line length

Product manager should work out how many products to include in product line.
Increase in product cost unnecessarily might create confusion among buyers.
• Price
• Place
• It is a inclusion of distribution network
• Intensive distribution 

sells through many outlets
• Exclusive distribution 

limiting distribution through selective outlet
• Selective distribution 

a few retail outlets cover specific geographical areas
• FINANCIAL ANALYSIS AND BUDGET
• Created to formulate budget to the market
• IMPLEMENTATION AND CONTROL