The document discusses key marketing concepts including the marketing mix, SWOT analysis, target markets, and marketing plan implementation. It provides an overview of developing a marketing plan including analyzing the market, competitors, and SWOT, then defining objectives and strategies for the marketing mix of product, price, place, and promotion. The marketing mix and distribution channels for various types of products and customers are also summarized.

1. Marketing concepts (focus on FMCG products )

5. Marketing planning process Market analysis Consumer analysis Start Distribution Channel Competitor analysis Evaluate the economics Develop marketing Mix Go back and revise

6. Steps to achieve objective Marketing Strategy Product Promotion Distribution Price Marketing Mix Objective Comp / market Analysis Situation or SWOT Analysis Target Market Strategy Implementation Evaluation Control

9. SWOT Analysis Identifying internal strengths (S) and weaknesses (W) and also examining external opportunities (O) and threats (T)

10. SWOT Analysis ©South-Western College Publishing S W O T Things the company does well. Things the company does not do well. Conditions in the external environment that favor strengths. Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness. Internal External

13. Environmental Scanning Collection and interpretation of information about forces, events and relationships in the external environment that may affect the future of the organization or the marketing plan implementation.

14. Strategic Windows Market Penetration Market Development Product Development Diversification Increase market share among existing customers Attract new customers to existing products Introduce new products into new markets Create new products for present markets

15. Strategic Alternatives Market Penetration Increase market share among existing customers. Market Development Attract new customers to existing products Diversification Introduce new products into new markets. Product Development Create new products for present markets

16. Strategic Opportunity Matrix Present Product New Product New Market Market Penetration Market Development Product Development Diversification Present Market

17. Selecting a Strategic Alternative Common Tools Philosophy Market Share Profitability Goals Portfolio Matrix $

18. BCG Portfolio Matrix High growth Market leaders Require cash Low growth High market share High cash flow Low growth Low market share Minimal cash flow High growth Low market share Need cash Poor profit margins $ 6 MARKET SHARE DOMINANCE HIGH LOW MARKET GROWTH RATE LOW HIGH

19. Portfolio Matrix Eg Laptop Computer (STAR) Palmtop (PROBLEM CHILD) Now bundled with mobiles Personal Computer (CASH COW) Mainframe Computer (DOG) MARKET GROWTH RATE LOW HIGH MARKET SHARE DOMINANCE HIGH LOW

20. Strategies for Resource Allocation Build Hold Harvest Divest Provide financial resources if SBU (Problem Child) has potential to be a Star. Preserve market share if SBU is a successful Cash Cow. Use cash flow for other SBUs. Increase short-term cash return. Appropriate for all SBUs except Stars. Get rid of SBUs with low shares in low-growth markets.

22. Marketing Mix: The “Four Ps” Price Promotion Place Product

27. Learning Objective Explain why implementation, evaluation, and control of the marketing plan are necessary.

29. Marketing mix – Product Promotion Product is the “heart” of Marketing Mix Place (Distribution) Price

30. Types of products Unsought Products Specialty Products Shopping Products Convenience Products Consumer Products Business Products PRODUCTS

31. Types of consumer products Convenience Product Shopping Product Specialty Product Unsought Product A relatively inexpensive item that merits little shopping effort. A product that requires comparison shopping, because it is usually more expensive and found in fewer stores. A particular item that consumers search extensively for and are reluctant to accept substitutes. A product unknown to the potential buyer or a known product that the buyer does not actively seek.

32. Types of consumer products Specialty Products Convenience Products Shopping Products Unsought Products

33. Product items ,lines and mix Product Item Product Line Product Mix A specific version of a product that can be designated as a distinct offering among an organization’s products. A group of closely-related product items. All products that an organization sells.

34. Product items ,lines and mix eg Gillette Blades and Writing razors Toiletries instruments Lighters Mach 3 Series Paper Mate Cricket Sensor Adorn Flair S.T. Dupont Trac II Toni Atra Right Guard Swivel Silkience Double-Edge Soft and Dri Lady Gillette Foamy Super Speed Dry Look Twin Injector Dry Idea Techmatic Brush Plus Width of the product mix Depth of the product lines

35. Advantages of product lines Equivalent Quality Efficient Sales and Distribution Standardized Components Package Uniformity Advertising Economies Why Form Product Lines?

38. Consumer Marketing Channels Wholesaler Stockist Retailer Consumer     Consumer Retailer Consumer  Manufacturer 0-level channel Wholesaler Retailer Consumer   Mfg 2-level channel Mfg 3-level channel 1-level channel Manufacturer

39. Analysis Framework Product Market Company Analysis Marketing Analysis Product Price Promotion Distribution Customer Analysis Consumers Competitor Analysis Competing Firms

40. Setting the Promotional Mix Figure 14.4 14 -

41. Multichannel Distribution System Figure 12.4 12 -

42. The Relationship Between Analysis Planning Implementation and Control Figure 2.6 2 -

46. Industrial Product Marketing Installation/Heavy. Accessories. Plant &building. OEM After market STU Raw material.( steel etc ) Accessories (acids, oils etc ). Componants (semi finished parts ,TV tubes ) Semi finished goods . Packaging Legal servises Sales tax services Stationary Capital goods Auto Componants Material and parts/Industrial consubales Supply and services Used in Production process Enter the finished product Goods and services to support the operations

47. Retailer Mechanics/ Influencers Fleetowner Car /2 wh owner Individual truck owner Pull strategy Push Strategy Company Distribution Channel Market Dynamics ( spark plug)

48. SWOT analysis of strengths, weaknesses, opportunities,and threats.

49. Porter’s model of five strategic forces affecting industry competition.

53. Auto Componants Vehicle type segmentation CV/LCV Car/SUV Tractor Stationary engines 2/3 wheelers

54. Auto Componants Market “usage” segmentation OEM (20%) NIL contribution Repl market (70%) 90% contribution STU/Govt Nil Fleet owners Nil Export (10%) 10% contribution 2 wh 4 wh OES Rep

55. After Market ( Repl Market ) 4 P’s Price Product Promotion Place OEM status Non OEM Premium ( OEM brand) Standard Economy Publicity Advertising Schemes Special discounts Regional Distributors State Distributors Town Stockist/Wholesalers Main Dealers Retailers Fleetowners OES

56. Fast consumable Price Product Promotion Place CV/LCV Car Tractor Premium ( OEM brand) Standard Economy Publicity Advertising Schemes Special discounts Coupons Regional Distributors State Distributors Town Stockist/Wholesalers Main Dealers Retailers Fleetowners OES Fast moving Auto Componant( Filters ) Forecasting

57. Case study spark plug

60. Analysis Framework Product Market Company Analysis Marketing Analysis Product Price Promotion Distribution Start the solution with Kotler suggested startegy Customer Analysis Consumers Competitor Analysis Competing Firms

61. The Marketing Mix Figure 2.5 2 -

62. Diversification Market Penetration Market Development Product Development Existing Markets New Markets Existing Products New Products Ansoff’s Matrix (Product/Market Matrix)

63. Diversification - related or unrelated E.g. Realignments of the marketing mix E.g. Geographical expansion Same outlets and sales strategy - new product Existing Markets New Markets Existing Products New Products Ansoff’s Matrix (Product/Market Matrix)

64. Figure 14.6 Break-Even Chart

65. PLC and Boston matrix

66. Tools of the Mix Figure 14.1 14 -