components of marketing programs.presentation

Marketing

1. Components of Marketing Programs Presented by Heena Kousar Final year M.sc {H A} J N Medical College

2. Marketing Programs Definitions: The set of marketing strategies that are implemented and used at the same time The combination of all of an organisation's marketing plans, marketing research - a formal, planned approach to the collection, analysis , interpretation and reporting of information required for marketing decision-making. 2 Heena .k

3. Make the Product Sell the Product Design Product Procedure Make Price Sell Advertise / promote Distribute Service TRADITIONAL PHYSICAL PROCESS SEQUENCE VALUE CREATION & DELIVERY SEQUENCE Strategic Tactical marketing Chose the Value Provide the value Customer Segmen - - tation Market Selection/ Focus Value Positio - ning Product Develop - ment Service Develop - ment Pricing Sales Force Sales promotion Communicate the value Sourcing Making Distributing Servicing Advertising Marketing Process 3 Heena .k

4. Marketing Process The market process consists of analyzing marketing opportunities, research & selecting target markets, designing marketing strategies', planning marketing programs, and organising , implementing, and controlling the marketing effort. 4 Heena .k

5. Planning Marketing Programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation. First, company must decide what level of marketing expenditures will achieve its marketing objectives. Companies typically establish their marketing budget at a percentage of the sales goal. 5 Heena .k

6. A particular company may spend more than the normal percentage ratio in the hope of achieving a higher market share. Second, the company has to decide how to divide the total marketing budget among the various tools in the marketing mix: product, price, place, and promotion. Finally, marketers must decide on the allocation of the marketing budget to the various products, channels, promotion media, and sales areas. 6 Heena .k

7. To make these allocations, marketing managers use sales-response functions that show how sales would be affected by the amount of money spent in each application. The most basic marketing-mix tool is product—the firm’s tangible offering to the market, which includes the product quality, design, features, branding, and packaging. As part of its product offering, co. may provide various services, such as leasing, delivery, repair, and training. Such support services can provide a competitive advantage in the globally competitive marketplace. 7 Heena .k

8. A critical marketing-mix tool is price co. has to decide on whole- sale and retail prices, discounts, allowances, and credit terms. Its price should be commensurate with the offer’s perceived value. Otherwise, buyers will turn to competitors’ products. Place includes the various activities the company undertakes to make the product accessible and available to target customers. Co. must identify, recruit, and link various marketing facilitators to supply its products and services efficiently to the target market. 8 Heena .k

9. It must understand the various types of retailers, wholesalers, and physical-distribution firms and how they make their decisions. Promotion includes all the activities the company undertakes to communicate and promote its products to the target market. Company has to hire, train, and motivate salespeople. It has to set up communication and promotion programs consisting of advertising, sales promotion, public relations, and direct and on-line marketing. 9 Heena .k

10. Managing the Marketing Effort The final step in the marketing process is organizing the marketing resources and then im plementing and controlling the marketing plan. The company must build a marketing organization that is capable of implementing the marketing plan. 10 Heena .k

11. Managing the Marketing Effort In a small company, one person might carry out all the marketing tasks. Large companies will have several marketing specialists: salespeople, sales managers, marketing researchers, advertising personnel, product and brand managers, market-segment managers, and customer service personnel. 11 Heena .k

12. CONTENTS OF THE MARKETING PLAN Executive summary and table of contents: The marketing plan should open with a brief summary of the plan’s main goals and recommendations. The executive summary permits senior management to grasp the plan’s major thrust. A table of contents should follow the executive summary. Current marketing situation: This section presents relevant background data on sales, costs, profits, the market, competitors, distribution, and the macro environment. The data are drawn from a product fact book maintained by the product manager. 12 Heena .k

13. Opportunity and issue analysis: After summarizing the current marketing situation, the product manager proceeds to identify the major opportunities/threats, strengths/weaknesses, and issues facing the product line. Objectives: Once the product manager has summarized the issues, he or she must decide on the plan’s financial and marketing objectives. 13 Heena .k

14. Marketing strategy: The product manager now outlines the broad marketing strategy or “game plan” to accomplish the plan’s objectives. In developing the strategy, the product manager talks with the purchasing and manufacturing people to confirm that they are able to buy enough material and produce enough units to meet the target sales volume levels. The product manager also needs to talk to the sales manager to obtain sufficient sales force support and to the financial officer to obtain sufficient funds for advertising and promotion. 14 Heena .k

15. Action programs: The marketing plan must specify the broad marketing programs for achieving the business objectives. Each marketing strategy element must be elaborated to answer these questions: What will be done? When will it be done? Who will do it? How much will it cost? • Projected profit-and-loss statement: Action plans allow the product manager to build a supporting budget. On the revenue side, this budget shows the forecasted sales volume in units and the average price. On the expense side, it shows the cost of pro- 15 Heena .k

16. Reference Marketing Management By Phillip Koetler 16 Heena .k

17. THANK YOU 17 Heena .k

18. Components of Marketing Programs Class Presentation By – M r. S anjeev B . C hougule IInd Year M.Sc. (Hospital Administration)

19. Marketing Programs Definitions: The set of marketing strategies that are implemented and used at the same time The combination of all of an organisation's marketing plans, marketing research - a formal, planned approach to the collection, analysis , interpretation and reporting of information required for marketing decision-making. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

20. Make the Product Sell the Product Design Product Procedure Make Price Sell Advertise / promote Distribute Service TRADITIONAL PHYSICAL PROCESS SEQUENCE VALUE CREATION & DELIVERY SEQUENCE Strategic Tactical marketing Chose the Value Provide the value Customer Segmen - - tation Market Selection/ Focus Value Positio - ning Product Develop - ment Service Develop - ment Pricing Sales Force Sales promotion Communicate the value Sourcing Making Distributing Servicing Advertising Mr.Sanjeev B.Chougule 04-11-2009 03.00pm Marketing Process

21. Marketing Process The market process consists of analyzing marketing opportunities, research & selecting target markets, designing marketing strategies', planning marketing programs, and organising, implementing, and controlling the marketing effort. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

22. Planning Marketing Programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation. First, company must decide what level of marketing expenditures will achieve its marketing objectives. Companies typically establish their marketing budget at a percentage of the sales goal. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

23. A particular company may spend more than the normal percentage ratio in the hope of achieving a higher market share. Second, the company has to decide how to divide the total marketing budget among the various tools in the marketing mix: product, price, place, and promotion. Finally, marketers must decide on the allocation of the marketing budget to the various products, channels, promotion media, and sales areas. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

24. To make these allocations, marketing managers use sales-response functions that show how sales would be affected by the amount of money spent in each application. The most basic marketing-mix tool is product—the firm’s tangible offering to the market, which includes the product quality, design, features, branding, and packaging. As part of its product offering, co. may provide various services, such as leasing, delivery, repair, and training. Such support services can provide a competitive advantage in the globally competitive marketplace. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

25. A critical marketing-mix tool is price co. has to decide on whole- sale and retail prices, discounts, allowances, and credit terms. Its price should be commensurate with the offer’s perceived value. Otherwise, buyers will turn to competitors’ products. Place includes the various activities the company undertakes to make the product accessible and available to target customers. Co. must identify, recruit, and link various marketing facilitators to supply its products and services efficiently to the target market. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

26. It must understand the various types of retailers, wholesalers, and physical-distribution firms and how they make their decisions. Promotion includes all the activities the company undertakes to communicate and promote its products to the target market. Company has to hire, train, and motivate salespeople. It has to set up communication and promotion programs consisting of advertising, sales promotion, public relations, and direct and on-line marketing. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

27. Managing the Marketing Effort The final step in the marketing process is organizing the marketing resources and then im plementing and controlling the marketing plan. The company must build a marketing organization that is capable of implementing the marketing plan. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

28. Managing the Marketing Effort In a small company, one person might carry out all the marketing tasks. Large companies will have several marketing specialists: salespeople, sales managers, marketing researchers, advertising personnel, product and brand managers, market-segment managers, and customer service personnel. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

29. CONTENTS OF THE MARKETING PLAN Executive summary and table of contents: The marketing plan should open with a brief summary of the plan’s main goals and recommendations. The executive summary permits senior management to grasp the plan’s major thrust. A table of contents should follow the executive summary. Current marketing situation: This section presents relevant background data on sales, costs, profits, the market, competitors, distribution, and the macro environment. The data are drawn from a product fact book maintained by the product manager. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

30. Opportunity and issue analysis: After summarizing the current marketing situation, the product manager proceeds to identify the major opportunities/threats, strengths/weaknesses, and issues facing the product line. Objectives: Once the product manager has summarized the issues, he or she must decide on the plan’s financial and marketing objectives. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

31. Marketing strategy: The product manager now outlines the broad marketing strategy or “game plan” to accomplish the plan’s objectives. In developing the strategy, the product manager talks with the purchasing and manufacturing people to confirm that they are able to buy enough material and produce enough units to meet the target sales volume levels. The product manager also needs to talk to the sales manager to obtain sufficient sales force support and to the financial officer to obtain sufficient funds for advertising and promotion. Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

32. Action programs: The marketing plan must specify the broad marketing programs for achieving the business objectives. Each marketing strategy element must be elaborated to answer these questions: What will be done? When will it be done? Who will do it? How much will it cost? • Projected profit-and-loss statement: Action plans allow the product manager to build a supporting budget. On the revenue side, this budget shows the forecasted sales volume in units and the average price. On the expense side, it shows the cost of pro- Mr.Sanjeev B.Chougule 04-11-2009 03.00pm

33. Reference Marketing Management By Phillip Koetler Mr.Sanjeev B.Chougule 04-11-2009 03.00pm