Marketing Management.pptx

MARKETING PRESENTATIO N By : PIYUKSHA PARGAL 37MBA18

BIBLIOGRAPHY • www.businesssetfree.com • https://www.citeman.com • https://builtvisible.com • https://www.verticalresponse.com • https://www.marketingtechnews.net • Economic times Books Referred 1. MARKETING MANAGEMENT by KOTLER KELLER 2. MARKETING MANAGEMENT – INDIAN CASES ( Pearson Publications)

CONTENTS 01

MARKETING AND CUSTOMER VALUE

02

WHAT IS A STRATEGIC BUSINESS UNIT ?

03

BUSINESS UNIT STRATEGIC PLANNING

04

NATURE AND CONTENTS OF MARKETING PLAN

Is what I am going to receive worth what I have to give up in order to get it ?

The value the individual consumer places on a product or service for that offering.

BENEFITS

COST

CUSTOMER VALUE

Customers will typically purchase the item with the highest customer value among the offerings in the market place.

SERVICE

QUALITY

COST

MARKETING

CUSTOMER VALUE

PAST EXPERIENCE

Difference between the prospective evaluation of all benefits and costs of the offerings and the perceived alternatives.

MARKETING AND CUSTOMER VALUE \

Marketing is creation, communication and delivery of value to the customers.

Value creation Firm’s internal chain of sourcing, operations, processes, sales, marketing and customer service all contribute to creation of value.

Customer value is all about subjective perceptions, which can only be influenced not controlled.

Value Communication To communicate firms need to understand “what value really is” and most importantly “what it is not”

“ If you provide enough value, then you earn the right to promote your company in order to recruit new customers. The key is to always

provide value. -GUY KAVASAKI

13

 Dell drove to success by offering low costs and after sale services.  The main focus was to reduce costs and so customer services was overlooked.  Customers started slipping as better services was offered by competitors.  The customer value of dell products reduced .  The company came back by hiring call centre employees and increased customer perceived value.

VALUE DELIVERY PROCESS

1

CHOSING THE VALUE

2

PROVIDING THE VALUE

3

COMMUNICATING THE VALUE

THE VALUE CHAIN by MICHAEL PORTER

Tool for identifying ways to create more customer value.

Every firm is a synthesis of activities performed to design, produce, market, deliver and support its product.

Launched in 2007 found the right gaps in the market .

Launched in 2009 and sales had reached $100 million by 2011.

5 CORE BUSINESS PROCESSES 05

FULFILMENT MANAGEMENT PROCESS

04

CUSTOMER RELATIONSHIP MANAGEMENT PROCESS

03

CUSTOMER ACQUISITION PROCESS

02

NEW OFFERING REALIZATION PROCESS.

01

MARKET SENSING PROCESS

FOUR ORGANIZATIONAL LEVELS OF LARGE COMPANIES

01 CORPORATE LEVEL HUL

02 DIVISION LEVEL

FOOD AND REFRESHMENT

03 BUSINESS UNIT LEVEL KWALITY WALLS

04 PRODUCT LEVEL FEAST

WHAT IS A STRATEGIC BUSINESS UNIT ?

STRATEGIC BUSINESS UNIT A strategic business unit, popularly known as SBU, is a fullyfunctional unit of a business that has its own

vision and

direction. It reports to the headquarters about its operational status.

 It is a SINGLE BUSINESS OR A COLLECTION OF RELATED BUSINESS, that can be planned separately from the rest of the company.  It has its own set of COMPETITORS.  It has a MANAGER RESPONSIBLE for strategic planning and profit performance, who controls most of the factors affecting profit.

EXTERNAL ENVIRONMENT (Opportunity and threat analysis

Business Mission

SWOT Analysis

Goal Formulation

Strategy Formulation

Program Formulation

Implementation

INTERNAL ENVIRONMENT (Strength And Weakness Analysis)

BUSINESS UNIT STRATEGIC PLANNING

Feedback and control

1. BUSINESS MISSION Each business unit needs to define its specific mission within the broader company mission.

The customer groups that will be served.

The customer needs that can be met.

The technology that will satisfy these needs.

2. SWOT ANALYSIS The overall evaluation of strength, weakness, opportunity and threats

Internal Environment

External Environment

EXTERNAL ENVIRONMENT (OPPORTUNITY AND THREAT ANALYSIS) A business unit must monitor key macro environment forces and significant microenvironment factors that effect its ability to earn profits.

MARKET INTELLIGENCE SYSTEM

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 What can be the sources ?  What is a Market opportunity

An area of buyer need and interest that company has a high probability of •aOffer something that is in short supply satisfying. • Supplyprofitably existing product or service in a superior way • Offer a totally new product or service

?



What is a Market Threat ?

A challenge posed by an unfavorable trend or development that in the absence of defensive marketing action, would lead to lower sales or profit.

OPPORTUNITY AND THREAT MATRICES

INTERNAL ENVIRONMENT ( STRENGTH AND WEAKNESS) • It asks each department to rate its own ANALYSIS strengths and weaknesses.

• NOTION – Each department is a supplier and customer to some other department.

• To satisfy INTERNAL CUSTOMERS and achieve superior IN COMPANY CAPABILITIES.

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SWOT Analysis-DELL Strengths

S

•

Weaknesses

Selling more effectively and efficiently DIRECTLY as compared to competitors like Compaq

• •

Brand was not strong Lack solid dealer relationships

W

SWOT Analysis

O

Opportunities • •

Consumer market becoming more sophisticated They exactly knew what they wanted

Threats •

To fail to overcome its weakness and lose to the competitors

T

2. GOAL FORMULATION • Develop objectives that are specific with respect to magnitude and time. • Mix of objectives and follows Management By Objectives (MBO)

Profitability

Sales Growth

Market Share

Innovation and Reputation

Risk Containment

Quantitative whenever possible Arranged Hierarchically

Realistic

Consistent

4. STRATEGY FORMULATION Game plan for achieving the goals consisting of marketing strategy, technology strategy and sourcing strategy.

Porter’s Generic Strategies

OVERALL COST LEADERSHIP

DIFFERENTIATION

FOCUS

STRATEGIC ALLIANCES PROMOTIONAL ALLIANCES

PRODUCT OR SERVICE ALLIANCES

LOGISTIC ALLIANCES

PRICING COLLABORATIONS

5. PROGRAM FORMULATION AND IMPLEMENTATION

6. FEEDBACK AND CONTROL

Do the Things Right

Do the Right things

PRODUCT PLANNING: Nature And Contents Of A Marketing Plan \

A written document that summarizes what the marketer has learnt about the market place and indicates how the firm plans to reach its marketing objectives. It provides direction and focus for a brand or product of a company.

Linked to the plans of other department Production, finance etc

Shortcomings

Scope

Lack of realism, Insufficient competitive analysis and a short run focus

Limited as compared to business plan

Length 5 to 50 pages

1. EXECUTIVE SUMMARY AND TABLE OF CONTENTS

The main objective is it to briefly list and describe all relevant components.

The executive summary is a small, summarized version of your marketing plan.

2. SITUATION ANALYSIS

Relevant data on sales, costs, competitors and macro environment. How big is the market ? How fast is it growing? What are the critical issues and relevant trends ? What are the best practices at your company ?

SWOT analysis could be carried on.

Why do you want to do it ?

What do you want to do ?

For whom do you want do it ?

3. MARKETING STRATEGY

4. Marketing Tactics Marketing activities to execute marketing strategy.

Product or offering section

1

Pricing section

3

Channel section

2

5. Financial projections Marketing activities to execute marketing strategy. Expense forecast

1

Sales forecast

3

Break even analysis

2

6. IMPLEMENTATION AND CONTROL •Monitoring and adjusting implementation of the plan •Spell out goals and budget for each month • Take corrective action as needed

THANK YOU