7 Insights to Off the Plan Marketing Strategies for Property Development
Marketing Strategies and Plan
Transcript of Marketing Strategies and Plan
AJ.PHINYAR
Marketing Strategies and Plan
•Marketing strategies and plan• Marketing and Customer Value
• Corporate and Division Strategic Planning
• Business Unit Strategic Planning
• Marketing Plan
• Digital Marketing Plan
2
3
4
Produces the product
Sell the product
RICH!!!
Where should we apply marketing into business?
• Customer Value
• The Value Delivery Process
• The Value Chain
• Core business process
• Core Competency
6
Choosing the value (STP)
Providing the value (Marketing mix)
Communicating the value (Channel) Th
e Va
lue
Deliv
ery
Proc
ess
7
A central marketing concept, is primarily a combination of quality, service,
and price (q-s-p). (Kotler P., 2016)
8
Photo credit: Porter’s Value Chain (business-to-you.com, 2018)
A tool for identifying ways to create more customer value
9
• The market-sensing process: look around the market
• The new-offering realization process: R&D
• The customer acquisition process: Target - Market new customers
• The customer relationship management process: deep understand current customers
• The fulfillment management process: manage order, payment and shipping
10
Source of competitive advantage
Applications in A wide variety of markets
Difficult for competitors
to imitate
Characteristics of core competency
11
12
Corporate / Divisionstrategic planning
Strategic Business Unit (SBU)
Marketing Plan
• Long-term plan (3-5 years)
• Create by C-Level Management
• Provide Vision and Mission
• Not much detail
• Normally 1 year plan
• Normally create by marketing team
• Provide Goal and Objective
• Provide tactic and action plan
Establish
13
3 key areas of strategic planning:
1. Managing the businesses as an investment portfolio
(Budgeting)
2. Assessing the market’s growth rate and the company’s
position in that market (Forecasting)
3. Establishing a strategy (Direction & Action Plan)
14
What does it take to be a successful CMO?
1. Act as the visionary for the future of the company. 2. Build adaptive marketing capabilities. 3. Win the war for marketing talent.4. Tighten the alignment with sales.5. Take accountability for returns on marketing
spending.
15
Strategic Marketing Plan
Tactical Marketing Plan Implementation Controlling
16
Marketing Plan
- Target markets- Value proposition- Analysis market
opportunities.
- Product features- Promotion- Merchandising- Pricing- Sales channels- Service
1. Corporate and Division Strategic Planning
2. Business Unit Strategic Planning
3. Develop a marketing plan for each business unit
17
19
Four corporate planning activities:
1. Defining the corporate mission
2. Establishing Strategic Business Units (SBUs)
3. Assigning resources to each strategic business unit
4. Assessing growth opportunities
20
1. Defining the corporate mission
• What is our business?
• Who is the customer?
• What is of value to the customer?
• What will our business be?
• What should our business be?
21
Peter Drucker’s classic questions
Mission statement : develops collaboration and provides purpose, direction, and opportunity
Five major characteristics of good mission statement
1. Focus a limited number of goals
2. Stress major policies and values
3. Define the major competitive spheres
4. Take a long-term view
5. Short, memorable, and meaningful22
Mission statement : develops collaboration and provides purpose, direction, and opportunity
Five major characteristics of good mission statement
1. Focus a limited number of goals
2. Stress major policies and values
3. Define the major competitive spheres
4. Take a long-term view
5. Short, memorable, and meaningful23 This Photo by Unknown Author is licensed under CC BY
24
“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and
endeavors to offer its customers the lowest possible prices.”
“To give people the power to share and
make the world more open and connected.”
“To organize the world’s information and make it universally accessible
and useful.”
“To refresh the world…To inspire moments of
optimism and happiness…To create
value and make a difference.”
“To relentlessly build amazing products at honest prices to let everyone in the world
enjoy a better life through innovative technologies.”
2. Establishing Strategic Business Units (SBU)
Each SBU has their own strategy and budget. Three characteristics of SBU:
1. It is a single business, or a collection of related businesses, that
can be planned separately from the rest of the company.
2. It has its own set of competitors.
3. It has a manager responsible for strategic planning and profit
performance, who controls most of the factors affecting profit.
25
26 Photo credit: Strategic business unit (ceopedia.org, 2016)
27Photo credit: Apple SBU (Darwin on Vested.co.in, 2019)
3. Assigning resources to each strategic business unit
Decide how to allocate corporate resources to each SBUs by
using:
• GE/McKinsey Matrix
• BCG’s Growth-Share Matrix / Boston Matrix
28
29Photo credit: WHAT IS THE GE MCKINSEY MATRIX? (Martin on cleverism.com, 2015)
30Photo credit: WHAT IS THE GE MCKINSEY MATRIX? (Martin on cleverism.com, 2015)
31
4. Assessing growth opportunities
• Include planning new businesses, downsizing, and terminating older
businesses.
• Select 3 options of growth
• Or downsizing and divesting older businesses
32
Opportunities for growth
Intensive Growth(within current
businesses)
market-penetration strategy
market-development strategy
product-development strategy
diversification strategy
Integrative Growth(build or acquire
businesses related to current businesses)
Backward
Forward
HorizontalDiversification Growth
(add attractive unrelated businesses)
33
34
35
• The Business Mission
• SWOT Analysis
• Goal Formulation
• Strategic Formulation
• Program Formulation and Implementation
• Feedback and Control
36
Most marketing plans cover one year in anywhere from 5 to 50 pages with the following sections.
• Executive summary (+ Mission Statement)
• Situation analysis (5C’s analysis / SWOT / STP)
• Marketing strategy
• Marketing tactics
• Financial projections (a sales forecast, an expense forecast, and a break-even analysis)
• Implementation controls
37
38
VS
39Source: https://www.slideteam.net/different-types-of-marketing-tactics-used-in-business.html
VS
40Source: https://www.marketingcharts.com/charts/budget-trends-by-channel-2019-2020
VS
41
Since 2019, digital ad spending
overtake traditional media ad
spending around 20 billions us
dollars in United State America.
Source: https://techcrunch.com/2019/02/20/emarketer-digital-ad-forecast/
– RACE Framework
42
The RACE Framework consists of these four steps or online marketing activities designed to help brands engage their customers throughout the customer lifecycle. There is an initial phase of PLAN, which involves creating the overall digital strategy, objective setting and plan.
1. Reach – Grow your audience
2. Act – Prompt interaction
3. Convert – Achieve sales
4. Engage – Encourage repeat business
Source: Digital Marketing Strategy Planning Template (Smart Insight, 2020)
– RACE Framework
Source: Digital Marketing Strategy Planning Template (Smart Insight, 2020)
The Six Pillars of Effective Digital Marketing
43
45
– RACE Framework
Chapter 3: Connecting with customers:
- Analyzing consumer market
- Analyzing Business market
46