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Transcript of Presentation marketing plan
PRESENTATION ON
MARKETING MANAGEMENT
PRESENTED BY
Minhazul Karim EV 1406041Fahmida Zaman EV 1406045Hiran Barua Avi EV 1406047Kanchan Das EV 1406049A. M. Nazmul Huda EV 1406053
PRESENTED FOR
MOHAMMAD ZAHEDUL ALAM
BBA, MBA, (MARKETING), (DU), M PHIL (RU)
ASSISTANT PROFESSOR , FBS, BUP.
Marketing
Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution
of ideas, goods, and services to create exchanges
that satisfy individual and organizational
objectives.
Marketing Management
Marketing management is the art and science of
choosing target customers and building profitable
relationships with them.
Marketing Management Task
Capture marketing insightsDevelop marketing plan
Deliver value
Build strong brands
Shape market offering
Create long term growth
Connect with customer
Communicate value
Marketing Plan
The marketing plan is the central instrument for directing and coordinating the marketing effort.
Executive Summary & Table of ContentsCurrent Marketing Situation
Financial projections
Marketing StrategyAction Programs
ObjectivesOpportunity & Issue Analysis
Implementation
Controls
Marketing Plan (Cont…)
Executive Summary
Open with brief summery of the main goals and
recommendations.
It describes the overview of the entire marketing plan.
Current Marketing Situation
It presents relevant background data on sales, costs, profit, market,
competitors, channels and the forces in the macro
environment.
Marketing Plan (Cont…)
Opportunity & Issue Analysis
SWOT analysis
Identifies the key issues
Objectives
The product manager outlines the objectives in
terms of sales, profit, market share, unit etc.
Marketing Plan (Cont…)
Marketing Strategy
The product manager develop the strategy how
to achieve the objectives
Defines the target segments, who will be customer, what
is value position, how to serve the customers, and what will
serve etc.
Marketing Plan (Cont…)
Generic Strategy of Michael Porter
Overall Cost Leadership: To minimize cost the manager……
1. Must be good in manufacturing.
2. Must be good in engineering.
3. Must be good in distribution.
4. Must be good in purchasing.
Overall cost leadershipDifferentiationFocus
Marketing Plan (Cont…)
Differentiation
Differentiation is the process of adding meaningful values to the products that
differentiate companies product from others.
Tools for Differentiation
1. Products
2. Services
3. Personnel
4. Channel
5. Image
6. Atmosphere
Marketing Plan (Cont…)
Criteria of Differentiation
1. Meaningful
2. Distinctive
3. Preemptive
4. Affordable
5. Superior
6. Profitable
Focus
Focus on the segment and narrow market and become the market leader
Marketing Plan (Cont…)
Action Programs Manager develops the action program to achieve the business objectives and
answer these question:
1. What will be done?
2. When will it be done?
3. Who will do it?
4. How much will it cost?
Implementation It is the most important part of the marketing plan.
A good marketing plan can be sabotaged by the poor implementation.
Marketing Plan (Cont…)
Financial Projection The product manager project a financial budget for achieving the
the action programs.
This budget shows the forecasted sales volume in units and average
price.
The expense side, it shows the expected costs of production,
distribution and marketing.
Controls Here management can review the results and can take the corrective
if necessary.