Chapter 2 Developing Marketing Strategies and Plans_Grp1

www.yourwebsite.com

Developing Marketing Strategies and Plans

Chapter 2Group 1Pushpa BelbaseWindell De Vera

Anne Maureen Nilo Jeanna Santos-Suarez

www.yourwebsite.com

How are Marketing Strategies and Plans Developed?

A. Marketing & Customer ValueB. How to Capture Customer Value?C. Marketing & Strategic Planning

www.yourwebsite.com

A. Marketing is about satisfying consumers’ needs and wants.

V VV The task of any business is to

deliver

customer value at a profit

www.yourwebsite.com

V VVB. Holistic Marketing Orientation helps capture customer value

www.yourwebsite.com

Holistic Marketing Orientation succeeds by managing a superior value chain

V VVProduct Quality

Service

Speed

This value chain delivers a high level of product quality, service and speed

www.yourwebsite.com

V VVHolistic Marketing Orientation is

designed to address 3 Key Management Questions

Value Delivery

Value Creation

Value Exploration

www.yourwebsite.com

C. Successful marketing requires companies to prioritize Strategic Planning

Strategic

Planning

www.yourwebsite.com

Strategic Planning : 1st Corporate & Division Planning

Corporate & Division Planning

SBUIIDntensive

ntegrative

iversification

1. Defining Corporate Mission

2. Establishing SBUs3. Assigning resources

to SBUs4. Assessing growth

opportunities

a) Industryb) Products and

applicationsc) Competenced) Market Segmente) Verticalf) Geographical

www.yourwebsite.com

Corporate & Division

Business PlanningGOAL

FORMATION

STRATEGIC FORMATION

PROGRAM FORMATION &

IMPLEMENTATION

FEEDBACK & CONTROL

Strategic Planning : 2nd Business Planning

www.yourwebsite.com


Business

Product Planning

MARKETING PLAN

Strategic & Tactical Levels

Contents

Strategic Planning : 3rd Product Planning

www.yourwebsite.com


Business

Product

MARKETING PLAN and its CONTENTS

Strategic Planning

www.yourwebsite.com

CONCEPT SUMMARY

Model

www.yourwebsite.com

Effective Strategic Planning achieves Marketing’s goal for CUSTOMER VALUE

www.yourwebsite.com

Chapter 2 - Individual Works

Group 1V57

www.yourwebsite.com

By Windell G. de Vera

Individual Work

www.yourwebsite.com

DEVELOPING MARKETINGSTRATEGIESAND PLANS

(Chapter 2 – Group 1)

Windell G. de VeraApril 27, 2012

www.yourwebsite.com

1. What?2. Why?3. How:

a. Holistic marketing

b. Marketing plan

1. Strategic

2. Tactical

c. Marketing plan contents

4. Summary

Outline:

www.yourwebsite.com

1. Marketing is satisfying customers’ needs, wants and demands.

www.yourwebsite.com

2. The task of any business is to deliver customer value at a profit.

www.yourwebsite.com

3a. Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co-prosperity among key stakeholders.

www.yourwebsite.com

3b. A marketing plan is the central instrument for directing and coordinating the marketing effort.

www.yourwebsite.com

3b1. Strategic marketing plan lays out the target markets and the value proposition that will be offered, based on analysis the best opportunities.

Target marketing decisions Value proposition Analysis of marketing opportunities

Strategic:

www.yourwebsite.com

3b2. Tactical marketing plan specifies the marketing tactics.

Product features Promotion Merchandising Pricing Sales channels Services

Tactical:

http://images.search.yahoo.com/images/view;_ylt=A2KJkP3xsJhPyU0AhMyJzbkF;_ylu=X3oDMTBlMTQ4cGxyBHNlYwNzcgRzbGsDaW1n?back=http://images.search.yahoo.com/search/images?p=product+features&sado=1&n=30&ei=utf-8&fr=yfp-t-701&fr2=sg-gac&tab=organic&ri=0&w=432&h=450&imgurl=www.hpwebos.com/asia/assets/images/products/smartphones/700w/specs_feature_1.jpg&rurl=http://www.hpwebos.com/nz/products/smartphones/treo700wx/gallery.html&size=49.5+KB&name=Product+Features&p=product+features&oid=eba66c513b7429bed0794cc7ff5eedbe&fr2=sg-gac&fr=yfp-t-701&tt=Product+Features&b=0&ni=72&no=0&ts=&tab=organic&sigr=125tj6ork&sigb=13t4lr1su&sigi=12ghsju8o&.crumb=epTdL.GMVkq

http://images.search.yahoo.com/images/view;_ylt=A2KJkIdssphPdkgAxKKJzbkF;_ylu=X3oDMTBlMTQ4cGxyBHNlYwNzcgRzbGsDaW1n?back=http://images.search.yahoo.com/search/images?p=pricing+clip+art&n=30&ei=utf-8&tab=organic&ri=43&w=150&h=150&imgurl=l.thumbs.canstockphoto.com/canstock0551412.jpg&rurl=http://www.canstockphoto.com/illustration/prices.html&size=3+KB&name=Prices+Stock+Illustrations.+16,359+Prices+clip+art+images+and+royalty+...&p=pricing+clip+art&oid=3de970e733bc1ab0494f993d73d8a7f7&fr2=&fr=&tt=Prices+Stock+Illustrations.+16%2C359+Prices+clip+art+images+and+royalty+...&b=31&ni=72&no=43&ts=&tab=organic&sigr=11l2brh6h&sigb=12vnr1epq&sigi=11ettvf90&.crumb=epTdL.GMVkq

http://images.search.yahoo.com/images/view;_ylt=A2KJkPgDs5hPCkgAI6mJzbkF;_ylu=X3oDMTBlMTQ4cGxyBHNlYwNzcgRzbGsDaW1n?back=http://images.search.yahoo.com/search/images?p=sales&n=30&ei=utf-8&tab=organic&ri=14&w=718&h=720&imgurl=3.bp.blogspot.com/_lTZ3xvsIaxk/TUcR1ngUO4I/AAAAAAAAAQ8/tIrfrTd0uMc/s1600/Inexpensive+Direct+Sales.jpg&rurl=http://www.inexpensivedirectsales.com/&size=61.8+KB&name=...+Sales+blog.+Read+up+here+on+direct+sales,+Inexpensive+Direct+Sales&p=sales&oid=0c3a508033b6f4275d86d9a395865a67&fr2=&fr=&tt=...+Sales+blog.+Read+up+here+on+direct+sales%2C+Inexpensive+Direct+Sales&b=0&ni=72&no=14&ts=&tab=organic&sigr=116ah8md0&sigb=12klmu96u&sigi=135j7th87&.crumb=epTdL.GMVkq

www.yourwebsite.com

Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation

controls

4. Marketing Plan Contents

www.yourwebsite.com

Summary:1. Marketing is satisfying customers’ needs, wants and demands.

2. A marketing plan is the central instrument for directing and coordinating the marketing effort.

www.yourwebsite.com

DEVELOPING MARKETINGSTRATEGIESAND PLANS

(Chapter 2 – Group 1)

Windell G. de Vera

April 27, 2012

www.yourwebsite.com

By Anne Maureen S. Nilo

Individual Work

www.yourwebsite.com


Anne Maureen S. Nilo

April 27, 2012

www.yourwebsite.com

1. Marketing Plan

A marketing plan is the central instrument for

directing and coordinating the marketing effort.

www.yourwebsite.com

2. It operates at a strategic and tactical level.

www.yourwebsite.com

3. Strategic: Target Market

www.yourwebsite.com

4. Strategic: Value Proposition

www.yourwebsite.com

5. Strategic: Analysis of Marketing Opportunities

www.yourwebsite.com

6. Tactical: Product Features

www.yourwebsite.com

7. Tactical: Promotion

www.yourwebsite.com

8. Tactical: Merchandising

www.yourwebsite.com

9. Tactical: Pricing

www.yourwebsite.com

10. Tactical: Sales Channels

www.yourwebsite.com

11. Tactical: Service

www.yourwebsite.com

12. 3 V’s Approach to Marketing

VVV

www.yourwebsite.com

13. 3 V’s: Value Segment

VVV

www.yourwebsite.com

14. 3 V’s: Value Proposition

VVV

www.yourwebsite.com

15. 3 V’s: Value Network

VVV

www.yourwebsite.com

16. Value Chain

VVV

www.yourwebsite.com

16. Value Chain

VVVPrimary Activitie

s

Support Activitie

s

www.yourwebsite.com

By Pushpa Belbase

Individual Work

www.yourwebsite.com

Developing Market Strategies and Plans

Pushpa Belbase April 26th 2012

www.yourwebsite.com

Developing Market Strategies and Plans

Creating Customer ValueStrategic PlanningMarketing Plan

www.yourwebsite.com

Creating Customer Value

Customers want goods that provide good value at competitive prices at their desired location – a business aims to deliver all three.

Value

Price

Product

www.yourwebsite.com

Marketing Plan

Sales Channel

Product features

www.yourwebsite.com

Strategic Planning

Business process

SWOT

www.yourwebsite.com

Model Summary

Customer GroupCustomer NeedCost

DeliveryTechnology

Marketing StrategyPlanBusiness ProcessOpportunitySWOT Analysis

Logistics Products

SWOT

www.yourwebsite.com

By Jeanna Marie Santos-Suarez

Individual Work

www.yourwebsite.com


Chapter 2Jeanna Marie Santos-Suarez V57