Marketing Management - session 3-Marketing Planning.pptx

Marketing planning

1. Marketing Management Prepared by Shahin Rasoulian 1 Session 3: Chapters 12 & 1 Marketing Planning session 3

2. Objectives Marketing planning, market demand competition, Ansoff model, BCG matrix session 3 2

3. Marketing planning The marketing plan The marketing plan is an analytical framework that features three general elements: Situation analysis Set of strategies Action program 3 Where are we? Where do we want to go? How do we want to go? Situation analysis: Our actual situation Where do we are? Set of strategies Action program Objectives Our desired situation Where do we want to go? session 3

4. Marketing planning The marketing planning process 4 Situation analysis Company Markets Where are we? Why are we there? Control Are we going in the right direction? Implementation Tactics Who, when and where? Objectives Where do we want to go? Strategies What should we do? What can we do? What do we want to do? How should we do it ? session 3

5. Marketing planning session 3 5 Markets Competition The company Where are we? Markets evolution Change in profile of customers and market segments Demand evolution

6. Marketing planning session 3 6 Markets Competition The company Where are we? Environmental trends (political, demographic, cultural, international, etc.) Competitors strategy

7. Marketing planning session 3 7 Markets Competition The company Where are we? Marketing objectives and company missions Current company profile (sale, market share, costs, satisfaction, etc.) SWOT (session 4)

8. Marketing planning session 3 8 Markets Competition The company Market The market is a set of consumers, individuals or businesses that express wants and needs by buying products, services or even ideas Need : a state of lacking something Being hungry, needing affection, having to earn a living Expressed or latent Want : a way to meet this need

9. Marketing planning session 3 9 Markets Competition The company Types of Markets The consumer goods market (B2C) Business markets (B2B) Distribution market Government market International markets

10. Marketing planning session 3 10 Markets Competition The company Demand The quantity of a good or service that economic agents buy in a given market In units of quantity (volume) In monetary units (dollars) Company demand vs. market demand Actual demand vs. potential demand Past demand, present demand and future demand (projected demand)

11. Market demand relationships Marketing planning 11 Market potential Minimum market Marketing expenses Demand for a given period Projected expenses Projected demand session 3

12. Market demand relationships Marketing planning 12 Market potential Minimum market Marketing expenses Demand for a given period Elasticity in marketing expenses Growth potential session 3

13. Marketing planning Market demand relationships session 3 13 Minimum market Marketing expenses Demand for a given period Market potential LOW - Elasticity in marketing expenses LOW Growth potential => Market share war

14. Marketing planning session 3 14 Markets Competition The company Competition Competition is often defined as a semi-controllable variable Two types of competition: Substitute competition : occurs between all products that meet the same need, even if these products seem to be different at first glance Direct competition : exists between manufacturers of the same product

15. Marketing planning session 3 15 Markets Competition The company Competitive advantage An advantage that will differentiate them from their competitors and put them in a position of relative strength There are four main strategies for gaining a competitive advantage: Innovation (launching a new product or a new brand, or by improving existing products) Segmentation (finding submarkets or segments that have not been developed by competitors, and that represent significant profit potential) Improving distribution (finding less costly means or ones that serve the consumer better) Improving communication (developing a creative advertising campaign)

16. Marketing planning session 3 16 Sale Market share Profit Where do we want to go? Example: Gain a certain market share % Precise Quantifiable Measurable realistic Market share = The company’s share of total demand = Company demand (demand for our company) Market demand (total market demand for a specific or group of products)

17. Marketing planning session 3 17 Sale Market share Profit Where do we want to go? Example: Gain a certain market share

18. Marketing planning session 3 18 Differences among related concepts: Objectives “Where do we want to go?” Example: Gain a certain market share Strategies Follows an overall vision of the means to achieve a final objective Example: Setting the lowest price possible Tactics A temporary adjustment of an element of the strategy Example: Inserting rebate coupons in a magazine Sale Market share Profit

19. Marketing planning session 3 19 Has a dominant position Point of reference

20. Marketing planning session 3 20 The main rival of leader Might copy the leader’s method Might take advantage of the leader’s weakness

21. Marketing planning session 3 21 1.26 1.44

22. Marketing planning session 3 22 Has a small market share Tries to retain its market share instead of increase

23. Marketing planning session 3 23 Focuses on a distinctive segment Has distinctive advantage

24. Marketing planning session 3 24 Existing market New market Existing product Market penetration Market development New product Product development Diversification Ansoff’s Matrix Increasing sales, profit, market share, size, etc.

25. Marketing planning session 3 25 Boston Consulting Group ( Lambin , 1998) Strategic position of products offered by a company

26. Marketing planning session 3 26 Financial Technical Human Do we have the required resources? If not, we have to modify our objectives. What efforts do we want to invest in this?

27. Marketing planning session 3 27 Segmentation Targeting Positioning Differentiation Innovation “ Whom do we want to target?” “How do we want to be perceived?” (Session 2)

28. Marketing planning session 3 28 Price Product Place Promotion (communication) People (customer service) Personal selling How do we want to get there?

29. Marketing planning session 3 29 Operational activities Memrbers ’ responsibility Who should do what? Statement of activities (program) for each of the marketing mix variables: Product program Pricing program Distribution program Communication program Customer service program Defining responsibilities for each member of the marketing unit, Coordinating operations, Schedule of activities.

30. Marketing planning session 3 30 Measure progress Solution for unforeseen events Are we going to the right direction? Contingency plan Description of the means of control Scorecard Marketing audits Situation analysis Analysis of the marketing plan Analysis of the marketing program Forecasts Suggestions

31. Organizational structure session 3 31 Functional structure Product or Brand structure Market or region structure Matrix structure