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Express Marketing plan

Understanding Marketing planning

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Marketing concepts

Marketing misconception

What is marketing ?

Sales Advertising (tip of iceberg)

Marketing definition

The delivery of customer/stakeholders at a profitNeeds

Wants

Demand

Old concept of marketing

Factory Existing products

Selling and promoting

Profits through

sales volume

The selling concept

New concept of marketing

Market Customer needs

Integrated marketing

Profits through

customer satisfaction

Strategic marketing

Company mission

Objectives and goals

Business portfolio

Functional

strategies

Corporate levelBusiness

level

Marketing role in strategic planning

Much overlap between overall company and marketing strategy

Marketing provides to strategic planning: Guiding philosophy Inputs to strategic planning Strategies to reach objectives

Cross-functional conflict

The marketing dept. take the consumer/stakeholders point of view

Other dept. may resist bending their efforts

Yet marketers must get all depts. To “think consumer”

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Marketing process

Marketing process

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Analysis

External & Internal analysis

SWOT analysis

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STPSegmentation – Targeting - Positioning

Marketing core strategies

Segmentation

• Identify and describe (profiles) market segments

Targeting

• Evaluate each segment (segment attractiveness) and decide which to choose

Positioning

• Develop positioning (image & brand value) develop marketing mix

Levels of Market Segmentation

No Segmentation

-Mass Marketing

In between

-Segment marketing-Nich marketing

Complete segmentation

-Micro segmentation- Customarization

Segment targeting strategies P414

Positioning

9-19

Positioning is the act of designing the company’s

offering and image to occupya distinctive place in the mind of

the target market

Examples

9-20

Marketing process

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Marketing mix

Product & services

What is the difference between a product and a service ?

Product & services

Determinant of Product & servicesPr

oduc

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Pric

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Plac

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Serv

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Peop

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evid

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Proc

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Marketing process

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ImcIntegrated marketing communications

IMC process

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Marketing planMarketing plan outline

Marketing plan outline

Situation analysis

External Analysis

Internal Analysis

SWOT Analysis

Marketing strategies

STP

Marketing objectives

Marketing Mix

IMC

Financial plan

Sales forcasting

Budget

Control & monitoring

Milestones

Change control